The Gymnastics Life
Owning and operating your own business can be the one of the most rewarding things out there. Watching your business go from an idea, to signing a lease, to serving your first customers is a whirlwind and a blur in the first few months. Looking back it is truly amazing and gratifying. It can also cause you to be 'chicken little' on a day by day basis in its infancy.
As owners we more than likely have to do everything at the beginning. Things like opening the gym, answering the phones, processing payments, writing the checks, coaching the classes, cleaning the mats, closing the gym. In short, we have bought ourselves a really expensive job.
There is no doubt this phase is exhausting but it's also a crucial step in making your business serve you. At some point you as the owner and operator have to stop being the most important person in your business. When people come to XYZ Gymnastics they should not come for you, they should come for your brand and the consistent delivery of your product from your entire team.
Your first step is writing down your daily tasks. From how you unlock the doors, how you answer the phone, to how you teach a class, to how you close down the gym night each night. Each step should be detailed so that it can be an easy repeatable process. Leave no task behind. Consistency across your business is crucial.
It's through this process that unlocks the door of freedom of owning a business that doesn't rely on you.
Chapter 3 has been the most helpful thus far. He explains the Golden Circle which you can learn more about here.
Most businesses communicate WHAT they do then HOW they do it and they maybe tell you WHY they do it but it's more than likely not communicated through their website or when selling. Here is how most gyms sell their service:
WHAT - We teach kids of all ages and all levels coordination, balance, strength, etc. through the sport of gymnastics. HOW - Through professionally designed programs that emphasize safety and fun.
That's pretty bland but thats the gist of it. You can see there's no WHY and its the WHY that industry leaders use to separate themselves. Here's a
WHY - We believe in helping children develop both physically and mentally. WHAT - We believe gymnastics to be the single greatest way to do this for kids of all ages and all levels. HOW - We do this through professionally designed programs that emphasize safety and having fun.
Way different, huh?
When most parents start their kid in gymnastics there going search google or ask a friend, and chances are they will go with what's convenient at first. Communicating your WHY is what will separate you from the gym across town (or another town away) and you'll find that you have numerous customers that will pass 3-4 gyms on the way to yours.
Your job is to find out WHY you do what you do AND communicate WHY you do what you do.