Why your Studio Needs a Mission Statement

Updated: Oct 22, 2019

After working with Studios for several years, I saw a common thread between studios that were constantly struggling to keep staff and those that were thriving - a clear company mission and values. I decided to dive into this theory a little deeper. Over the next couple few weeks we’ll be tackling how to set up a mission and values, and why they matter immensely to building a strong business.

Let’s start with mission. By definition, a mission statement is a formal summary of the aims and values of a company, organisation, or individual (you can see more on that here).

You might be asking yourself, 'But isn't my Studio’s mission obvious to everyone? - we want is to build healthier bodies and minds'? Your vision may be to live in a healthier world, but your mission is the unique way you bring it to life and your reason for doing so. It tells us why you get out of bed in the morning and sets the tone for the studio. See what I mean in the example below.

Lululemon’s vision is ‘To Elevate the world from mediocrity to greatness’. Their mission statement connects the why and the how- ‘To create components for people to live longer, healthier, fun lives’. Notice their how is ‘creating components’ and their why is ‘longer, healthier, fun lives’.

Pure Yoga’s mission is ‘We believe in the power of yoga to help people lead happier, healthier and more balanced lives. With a community of dedicated and passionate teachers across Asia and North America, Pure Yoga offers exceptional teaching, facilities and environment that inspires people of all ages and abilities to make yoga part of their lives.’

More than anything a mission statement sets the compass for your business’ decision making. Another bonus to having a mission statement is that it allows your team to understand you and your business a little more and they can structure their lessons accordingly. Pure Yoga is likely to attract both beginners and experienced yogis. Likewise, Lululemon is unlikely to attract a couch potato, as it sits outside of their core values of building healthier bodies.

So let’s get down to how you can go about creating a mission statement. Remember this should be fun! This is your business and your mission can sound however YOU want. Be authentic.

1. What is your studio about?

Start with writing a list of keywords and sentences that embody your brand and purpose. They don’t need to work together just yet, include anything you that comes to mind (ie: energetic, happy, bringing people together, etc)

2. What do you want to be known for?

Using the list you’ve created, pick out what you want to be known for. What sets you apart from similar businesses? What keeps people coming back? How do you make your students feel during class?

3. Put your how and your why together.

Why did you start your business (ie: for all humans to be free of pain through regular pilates practice)

How do you accomplish your why (ie: by creating an inclusive space with skilled instructors that allows students to thrive)

4. Add some special sauce

Add your own flare. Your mission should be something you are proud of. You should have it on your website, at your studio and as part of your onboarding process (we’ll discuss that again in another article).

Stay tuned for our next week when we’ll talk about your values.

Curious about our mission at The Fit Position? You can find it here.

Need some inspo? Check these out.

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