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Mission Statements from Around the Industry

mission statement

What’s your club’s purpose? Operationally, the answer to that question should be the driving force behind every new workout you implement, policy you enforce, and amenity you add. In short, that answer should be your mission statement, a summary of your organization’s goals and values.

But just writing it down isn’t enough. Without strong support from upper management and daily execution from your staff, your mission statement is little more than a nice sentiment. It’s imperative to impress the importance of your mission statement on your staff regularly.

Below are three examples of mission statements, and how they’re executed on a daily basis, from around the industry:

Bill McBride, Active Wellness

President and CEO

What is your club’s mission statement?

Our vision is to make fitness more fun, accessible and welcoming for all, and to make a lasting positive impact on the communities we serve. Our mission is to build and inspire healthier, active lives through high-touch interactions and technologies that support a better quality of life. We operate daily on our core values:


Our core values exemplify who we are, what we believe and what we hold dear. They also set the tone for continuous improvement and our goal to raise the bar.

How is that mission statement supported and executed on a daily basis?

All daily decisions are made with the above statements in mind. We hire based on them, we train based on them, and we manage performance based on them. Each week, in our “Week in Review” employee e-newsletter, we highlight one team member exemplifying our core values.  These are included in our annual performance reviews, they are discussed in meetings, and we share examples of Star Performance.

To encourage excellence, we work with team members on career and job development through a company training portal. We offer continuing education credit (CEC) reimbursements and professional development, including sending folks to industry events and other training opportunities.

Kristin McConnell, The Atlantic Club

Marketing director

What is your club’s mission statement?

The Atlantic Club is honest, competitive and profitable.

How is that mission statement supported and executed on a daily basis?

We expand wellness and extend life through health, education, recreation and relationships for all ages. Our customers are top of mind when developing best business practices. We are aware of our surrounding market and ever-changing environment. As a result, we re-evaluate space allocation to create new opportunities that may be more engaging and profitable.

Marvin Gresse, Stone Creek Club & Spa

Assistant GM

What is your club’s mission statement?

We will provide an unsurpassed athletic, fitness, social and relaxation experience for our members every day. Our vision is that Stone Creek Club & Spa will be recognized by our members, employees and the community as the destination for a healthy, well-balanced and rewarding lifestyle. Every detail of the Stone Creek experience, from our personal service to our luxurious amenities and unsurpassed facilities, will reflect our dedication to excellence in everything we do.

That experience is a result of our shared core values:

  • We are caring, courteous and trustworthy professionals.
  • We do things for the right reasons.
  • We pay attention to detail.
  • We make a positive difference in our community.
  • We are great employees passionate about serving great members.

How is that mission statement supported and executed on a daily basis?

We use our Stone Creek Service Principle, “TAKE CARE,” to guide our team members on a daily basis in their actions, decision-making and service delivered to our members. This is what we focus on and review heavily with our team. It is our “daily mission,” if you will.

Keep it clean
Everyone is the same

Always do everything for the right reason
Extra — the Lagniappe!

Bobby Dyer

Bobby is the former assistant editor of Club Solutions Magazine.

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