Knowing Your Purpose and Leading Your Clients

opex, opex fitness, formerly opt, exclusive coaching, coaching education, remote coaching

Knowing Your Purpose and Leading Your Clients 

If you own, operate or coach at a gym business, you more than likely have a mission statement and/or vision listed on your website.

What is it?

How often do you check in with it?

And…are you running and operating your business by it?

While mission statements are great for defining the direction and foundation of your business, their meanings can also get jumbled in a slew of words that seemingly don’t have much passion or purpose behind them.

For instance, take a look at a few mission statements from some bigger businesses:

  • Wendy’s: Our guiding mission is to deliver superior quality products and services for our customers and communities through leadership, innovation and partnerships.
  • Barnes & Noble: Above all, we expect to be a credit to the communities we serve, a valuable resource to our customers, and a place where our dedicated booksellers can grow and prosper. Toward this end we will not only listen to our customers and booksellers but embrace the idea that the Company is at their service.
  • Home Depot: “The Home Depot is in the home improvement business and our goal is to provide the highest level of service, the broadest selection of products and the most competitive prices.”

Long and boring.

What if instead of looking to your mission statement…you re-evaluated and looked to (or even created) your underlying purpose statement, or your mantra.


  • OPEX- The experience, and the Journey.
  • Nike-Just do it.
  • FedEx- Peace of mind.
  • Subway-Eat fresh.
  • Whole Foods- “Whole Foods, Whole People, Whole Planet”
  • And, (Your Business)- “Change lives”…or, “Everyday people, extraordinary things,”…or, “Next level fitness”…or “Day by day…”

As a coach and/or business (gym) owner, the key to leading people is to have purpose and constantly build on that purpose.

When that purpose is defined and pursued, you align your client base with people who fit into that belief you are on your way.

You need to make decisions that support your foundational beliefs (even if there is short term upside from choosing differently).

Take the time to help your clients and guide your clients (every day) to achieving LONG term success and they will buy in AND believe in what you’re offering (and not bitch and moan daily).

Fitness Assessments for New Clients