A mission statement is a short sentence that defines who you are, what you do, how you do it and who you do it for.
Or, as defined in the dictionary, a mission statement is:
“a formal summary of the aims and values of a company, organization, or individual.”
Either way, it’s a great idea to spend some time on developing your mission statement as it’ll give you a much clearer picture of who your target audience is and how you’re best positioned to serve them, based on their ‘problems’ and your ‘solutions’.
Doing this alone will help eliminate any uncertainties you have around your “mission”. In turn, it will give you a “let’s go get it” confidence around your Marketing, Sales and Service Delivery. When you’re sure of your purpose, you tend to operate on a higher level of efficiency and output compared to when you kinda don’t really know. 🤷🏻♂️
Secondly, having a solid mission statement will also help you resonate much more with your defined target audience. When someone comes to your website or social media page and sees that you’re an expert in working with people exactly like them, then they’re going to pay a lot more attention to you than if you had no defined audience, or if your defined audience was too vague.
“I help humans get healthy” might be true, but will it resonate with the single mum who has a very demanding lifestyle and a particular set of personal challenges which she just hasn’t been able to overcome via the personal training sessions she’s been taking at the local gym? No, probably not.
She needs someone who really ‘gets it’ and can work with her closely in understanding, and working through, her challenges and her goals alike.
In fact, there’s an old and well known quote that says ”if you try to please everyone, you will please no one”. And that’s not because everyone will hate you for trying to please everyone, but because you’ll simply fade into the background of the majority. Instead, you want to stand out - and the way to do that is to become, and be recognised as, an expert for a particular group of people. These people will become your most valued (and valuable) customers.
So, how do I make my own mission statement?
Well, the first step is to not overthink it! In fact, we’ve tried to make it easy for you by developing a couple of templates for you to steal and edit.
You can literally take these templates and use them as your own.
I Help [Who?] To [Their Goal] By [Solution], With My [Service].
I Help [Who?] To [Their Goal] Without [Challenge], With My [Service].
Here’s some examples of how each of these could be completed:
I Help Entrepreneurs To Improve Their Productivity + Focus By Optimising Their Sleep + Nutrition, With My Peak Performance Package.
I Help Men Between 35-50 To Lose Unwanted Fat Without Restrictive Lifestyle Changes, With My 90 Day Transformation Package.
You can swap and change these templates around however you want, or even make your own, but these should give you a great starting point in establishing your own mission statement for your fitness business.
Hopefully this helps get you started in establishing the mission statement for your fitness business, as well as also understanding why it’s important!
If you have any questions then please don’t hesitate to reach out and let us know. We’re here to help!