Why your health club needs a mission statement

 In Business Planning

Often when a fitness fan or investor decides to open a health club, it is that passion for the industry and the dollar that drives them. But, in today’s highly competitive market it takes more than either of them bring to the industry to be a success. It takes a deep understanding of what the business is, who it serves and what it hopes to do to bring about change in the world.

That’s why it is important for any gym owner to not only understand what they expect to gain from their business, but why they are in business in the first place — what is your mission?

A mission statement is one of the most important documents any health club can have in place, yet too many businesses either work without one, or if they do have one, it fails to make its mark.

In a few well-written sentences, a good mission statement captures the essence of a health club’s goals and the philosophies underlying them. Equally important, the mission statement tells customers, employees, suppliers and the community what the business is all about.


The first steps a health club owner has to do to develop a winning mission plan is to ask himself or herself some soul-searching questions so the company knows what its mission is before it can tell the world:

  • Why are you in business?
  • What do we do?
  • What image of your business do you want to convey?
  • What level of service do you provide?
  • What roles do you and your employees play?
  • How do you differ from your competitors?
  • What underlying philosophies or values guided your responses to the previous questions?

It is the last question in that story that a health club owner can use to the get to the real “who” the company is and what values the foundation of the business is built upon — and most likely the reason for starting the health club in the first place.

It is important to have mission statement that provides a snapshot of what the company is and why the company exists today for staff, customers and investors. It is just as important that club owners ensure that they stay focused and think not only of today, but what the company plans to be in the future regardless of whether it stays a local one-club gym or grows into an health club industry leader.

Need some inspiration for your health club’s mission statement? Take a look at these mission statements from some well-known brands:

Apple: “Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.”

Dollar Stores: “Serving Others. For Customers A Better Life; For Shareholders A Superior Return; For Employees Respect and Opportunity.”

Harley Davidson: “We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.”

Lifetime Fitness: “Our mission is to provide an Educational, Entertaining, Friendly and Inviting, Functional and Innovative experience of uncompromising quality that meets the health and fitness needs of the entire family.”