As a future or current boutique fitness owner, taking the time to create a mission statement may feel like just another task trying to pull focus as you build your business. Many studio owners will skip this step altogether, and some small business owners consider mission statement development a "big brand task" that they can opt out of.
However, taking some time at the beginning of your business-building process can save you frustration and money as you grow. Completed thoughtfully, your mission statement will steer your decisions about who to hire, what to offer, and how to market.
Without a clear mission, studio owners often approach business ownership in a trial-by-fire style. Although crafting your mission statement won't eliminate trial and error, it does decrease choice paralysis and help with decision-making.
For example, if your mission is top of mind, it's easier to make choices by asking yourself, "does this purchase support my business mission or not?" You can also look for staff who resonate with your mission, which serves as a shared reason for being. By hiring employees who also buy into your mission and culture, you will be on the same page from day one, decreasing staffing issues.
You're convinced that creating your mission statement is an intelligent use of your time and effort, but how do you design yours?
Your mission statement = What you do + How you do it+ Who you serve + Why you operate.
What is the purpose of your business? What will you do? We're staying purely literal here; you'll embellish in the later steps. Examples:
We're getting a bit more philosophical, so you won't detail the step-by-step process you'll use to serve your customers. Instead, think of the values you operate under, the culture you want to build, or the experience your clients will receive. "How" could involve:
Go back to your previous niche exercise where you chose your target audience. Your mission statement should speak directly to your ideal customer, so remember to reference them in your brainstorming.
This is the reason behind the brand- why you do what you do. There will be times when your business will push you to your limits, so your why is a critical part of your business planning. Make sure it's compelling for both you and your target audience. Think of your why as your purpose and list a few versions as a sentence to help you in the next step.
You've made it to the final step; let's put it all together. Before you start, here are some examples of a polished mission statement in the fitness industry to help you get started.
Core Power: "To show the world the incredible life-changing things that happen when you root an intensely physical workout in the mindfulness of yoga."
Soul Cycle: "Our mission is to bring Soul to the people. Our one of a kind, rockstar instructors guide riders through an inspirational, meditative fitness experience that's designed to benefit the body, mind, and soul."
Gold's Gym: "To enhance the quality of life in the communities, we serve through our fitness philosophy, facilities, programs, and products and to instill in the lives of people everywhere the value of health and fitness."
In each example, notice how the separate parts of our formula come together. Each has one or two sentences that serve as a rallying point for the who, what, how, and why for their business.
As you put the pieces together, try not to critique yet. Instead, write (or type) a few different versions of your mission without judgment. Before picking them apart, challenge yourself to see how many mission statements you can create. Once you have a few, rearrange them until you have one cohesive mission statement that you're happy with.
If writing isn't what you'd consider your strong suit, don't be afraid to get outside opinions. Once you have a few statement ideas, you could survey your friends, employees, or clients and see which they like best. Also, consider asking them how the mission statement makes them feel and ensure that it matches the brand culture you were hoping for.
Creating your studio's mission statement is only half the battle- now you have to use it. Share it with your employees regularly and live it in your actions. Countless companies create a statement that no one thinks about again. Instead, use your statement as a compass to make decisions in your business.
Lastly, remember your gym's mission statement doesn't have to be permanent. There is no rule stating your mission can't adapt with your business. Feel free to assess and analyze your mission statement when you complete your annual goal-setting exercises to ensure you're still in alignment.