What is your intention with your business? 

Most people get into the fitness industry out of a desire to be healthy themselves, and to share that knowledge with others. 

It is altruistic and noble. 

The problem, however, is that ‘helping others find fitness’ is not a business model. 

It sounds cliche, but successful businesses (and people) have a vision. A guiding light. A moral code.

In our case, this led to our prime directive:

The Prime Directive: Every business decision needs to work for the coach, the client and the business.

All parties in the equation need to win.

Amazon can’t ‘win’ unless its customers and its staff are winning somehow, as well.

For gyms, this means the client, the coach, and the business must all win. 

The nine laws are founded on this balance. Each law is a step in the process of creating the most sustainable and ethical environment for each party to find long-term success.

Why do most gyms NOT follow the 9 Laws? 

If these laws have been proven over the past 17 years, how come everyone isn’t following them?

Why do most people avoid investing in their physical wellness?

Same answer: because it isn’t easy. 

The gym business has been dominated by fads, franchises, and marketing companies for decades. In the land of entrepreneurialism, a gym has a low-cost startup and overhead. It seems easy. The math looks simple. 

But it isn’t.

Recovering from a poor initial business model (or lack of any model) is daunting. 

The fear of failure is often greater than the will to succeed. 

You have seen it in your members. It rings true for your business.

It takes dedication and perseverance to achieve and maintain each of the 9 Laws. They are designed to be sequential for a reason. You can’t have Law 8 (Profit) without having Laws 1-7 clearly in place. 

For most gym owners, this is too much work. 

But if you are ready to make step by step changes to your business, you can create a truly ethical and sustainable business.


1980 Clark Drive
Vancouver, BC Canada
V5N 0A9