How to Develop a Vision for Your Fitness Business


Nov 23, 2022

By Tim Saye

According to The Chartered Institute of Marketing, 49% of businesses don't have a strategic vision. That's a startling figure, to say the least!

A strategic vision for a personal training business is imperative because it sets expectations, makes it easier to get through roadblocks, and puts substance behind your objectives.

With that being said, below, we will look at how to develop a vision for your fitness business.

What is a business vision?

Let's start by defining what it means to create a strategic vision for personal trainers. Your vision is a vivid image of what you want your fitness business to be at a specific point in the future based on your aspirations and goals.

You can place this in a vision statement, which is a document that will state your organization's objectives. Note that a vision statement is not the same as a mission statement.

FourWeekMBA uses Nike's example to explain the difference between the two. While your vision is a vivid description of what you aspire to achieve, a mission includes all you will do to get there.

How do you develop a vision for your personal training business?

If you ask fitness business owners what their vision is, many will say to "help as many people as possible" or "make as much money as possible." However, it would be best if you were more specific than this.

Below, we will take you through some steps to follow so you can hone in on a vision for your fitness company.

Step 1. Start by asking yourself some key questions.

One of the easiest ways of developing a vision statement is by asking yourself several important questions. You can then use the answers to create your fitness business vision.

The following questions will help you to do precisely that:
• How will clients find out about your fitness venture?
• How are you going to be distinguished from the competition?
• How will your clients feel about working with you?
• How will your employees feel about the culture at your business?
• How much money is your business going to be generating?
• When your brand is finished, how will people perceive it?
• How far away from your business vision are you right now?
• What steps will you need to take to accomplish your vision?
• How will you know when you have achieved your business vision?

These vital questions give you a natural feel for what you want from a business and how far you are from getting to this place.

Step 2. Write down words associated with your business.

Another good exercise we recommend when developing your company's vision is to grab a pen and paper and brainstorm words, phrases, and expressions you associate with your personal training business. Then, start writing them down, and more will come to mind as you do so.

These words can be aspirations, linked to your industry or market, values based on your products, and so on. Once you start jotting them down in a brainstorming format, you can link the words together to create coherent sentences. Then, highlight what works and use these to create a vision for your business.

Step 3. Don't be ambiguous.

Next, you should avoid vague words that can be interpreted in many different ways. While your vision statement does not have to be concrete like a mission statement, you still need to ensure your language is clear and intentional.

After all, you will not be there to offer context or clarify elements whenever anyone reads it. Instead, you need to ensure it stands on its own and is easily interpreted.

The proofing and editing stage is essential, and why we highly recommend enlisting help, so you've got fresh eyes to go over it.

Step 4. Keep your personal vision separate.

It is only natural that personal trainers have their own goals, and the lines can often become blurred when putting together a vision statement.

Remember, your personal vision for yourself reflects your individual goals. What we're focusing on here are your business objectives. Personal trainers might not be able to see the two concepts as separate, and that's okay.

However, fitness business owners employing their team must think with two different hats. While the two visions may be intertwined, keeping your personal objectives separate from your business's vision is vital. This is because your vision statement needs to be something your team can relate to. Focusing on your own goals and objectives will make employees feel self-indulgent, and they will wonder why they should even care.

Step 5. Go beyond one draft.

Once you have created a vision statement for your fitness business, don't simply hit the 'save' button and forget about it. Refinement is a must.

After all, you need to get the balance right. If your vision statement is too specific, it can open itself up to negativity, and you may struggle to get people to believe in it. On the flip side, if it is too generic, it becomes meaningless, as it could be any business's vision.

There are some additional questions you can ask yourself when reviewing your vision statement to ensure it's crafted correctly:
• Is it meaningful externally?
• Is it meaningful internally?
• Does it factor in customer demographics and geography?
• Is it easy to understand?
• Does it create a memorable impression?
• Does it resonate?

Give your fitness business the platform to flourish by developing a clear vision.

For your personal training company to truly thrive, you must have a vision. Setting a vision will add substance to your goals while enabling everyone within your business, other trainers, and your clients to understand what you expect of them and what direction you are heading.

Plus, having a clear vision in place will make it a lot easier for you to navigate through any difficult times that come your way. So, follow the tips and advice and start working on your business's vision!