How to Build a Productive Team: Create a Unifying Purpose

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by Nathan Miller, Success Coach

So you are at the point where you have a couple of trainers, a good number of clients, and you are doing okay in business…. but you don’t feel like there is a driving force in your business either. There isn’t that spark or shine that you had before. There is something missing.

Maybe you are having turn over in clients and in your staff, you are feeling like you are going to burn out unless something changes.

So what the heck is going on? The excitement of just getting off the ground has worn out and there isn’t a mission in your business.

I can’t even begin to say how many fitness pros have told me that they are dealing with these problems. Most times, it is because they don’t have a unifying purpose in business; they don’t have a mission.

Create a Unifying Purpose

A unifying purpose is the second of three keys to building a productive team and a productive business.

To build a productive team you need 3 things:

  1. Common Language
  2. Unifying Purpose
  3. Shared Values

A few weeks ago, we talked about the getting a common language. Check it out if you want to catch up.

Where does that leave us? You don’t really have a mission that is motivating and leading you; you are just looking to have a business that you enjoy and help people along the way.

That sentiment, while noble, is not going to cut it. That is not a story that people can connect with. That is not something that will energize employees over the long run (or you for that matter!).

To create a purpose and a story that people can connect with you need to do a couple of things:

  • Create your long term vision 
  • Decide how you can best help your ideal client

Creating a Long-Term Vision

First, the vision. Without knowing where you want to go with your business you are a ship wondering at sea. There is no guide to help you make decisions and there is no context to know what you need to do.

So sitting down and writing out what it is that you want to achieve in your business, what you want to be able to earn from your business, and who you want to serve is going to be critical. The importance of those three things cannot be overstated.

The Fitness Business Alignment System®  is based on the long term vision and having a solid cycle of assessing, prioritizing, and executing goals aligned with that vision. FBAS is your compass, charts, and binoculars.

Second, you are going to be focusing on the people that you are serving. Truly look at who it is that you want to work with. Not just the people that you enjoy but the problems that they are having that you can solve for them.

Confidence, agency, a sense of self worth, quality of life, and lifestyle changes are all things that fitness can help people with. They are all things that fitness pros have told me motivate them to get out of bed at 4:30 a.m.

Again, this is something that the Fitness Business Alignment System is designed to help with. We have an Ideal Client Tool that will not only help develop the picture of who your ideal client is, but how you look at marketing to that ideal client as well.

Reflect on what it is that you can really help people with and put that into your long term vision. If you have those two components, you have your mission. From there you need to stay aligned with that mission and execute.

Reflect on what it is that you can really help people with and put that into your long term vision.

That is much easier said than done but to create a productive business and team, that unifying purpose is vital.

Looking for some advice on vision and strategic planning? Here is an article on 3 Benefits of Strategic Planning.


Want some one-on-one help to firm up your fitness business?

Join the Accelerator Coaching Program and get paired up with one our own Success Coaches like Nathan. They’ll help you make sure you have in place what you need to be a high-performing fitness business owner.

Check out the Accelerator Coaching Program


Nathan MillerNathan Miller, Success Coach at FR Nation

Nathan started in the fitness industry as an intern at Force Fitness and Performance and worked all the way up to working for Ryan Ketchum and Wil Fleming as a full time coach, marketing team member, and managing Force’s social media presence. His areas of expertise are lead generation, general marketing, systems creation, and DiSC personality assessment. Nathan and his wife, Maria, live in Milwaukee.

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