LES MILLS

INTERNATIONAL
GUIDE TO CREATING
YOUR
VISION, MISSION,
VALUES & GOALS

Les Mills International Ltd Group Fitness Management 2007

VISION, MISSION,
VALUES
& GOALS
- Why and
how!
Why bother?

At best this quartet of vision, mission, values and goals is capable of

guiding your everyday steps to achieving your work-place dreams and
becoming your teams ultimate Coach. At worst they create huge
obstacles to success because they are confused, uninspiring and lacking
in clarity together they then become the Coach you need to fire ASAP.

So our tools for both triumph or tribulation appear to be over-used jargon

where everyone talks about creating a vision, mission, values and goals,
everyone has an opinion and even worse, everyone defines the terms in
different ways.

Inside this chaos is good sense. Put clear meaning into the jargon and
we are invited to make that meaning specific to our business team and:

Speed up our decision making,

Know where to focus resources,
Be more efficient and
Ensure every action builds towards the future we have designed.

Les Mills International Ltd Group Fitness Management 2007

VISION, MISSION,
VALUES
& GOALS
- Why and
how!
Is this relevant to me?

We all have a choice, whether we are under-resourced and marginalized

in Group Fitness or enjoy significant investment and management
support.

Its all about perspective.

Oakley took his last $300 and made some revolutionary sports
sunglasses in his garage, when his wife was expecting their first child.
Some would say its not possible with so little money. His view was an
absolute commitment to find how he could make it happen with $300.
And now Oakley is a global brand across several product categories and
continues to seek out how to grow into new products/services.

Whether you have $300 or $3 million as a budget and a team of 2 or

200, you can choose to meet obstacles with a readiness to find new
ways to build your teams success or you can opt out.

Les Mills International challenges you to take the quartet of vision,

mission, values and goals and create a Coach which will allow your
team to be all that it can be, with every action underpinned by clear
purpose.

How do I develop our Vision, Mission, Values and Goals our

Coach?

If possible, it would be ideal to have an independent consultant

facilitate your developing your Coach. However, in the event this is
not feasible, we have put together an overview of relevant definitions
plus how to create your vision, mission, values and goals, working with
your team, in-house.

Les Mills International Ltd Group Fitness Management 2007

VISION, MISSION,
When
jargon
has
VALUES
& GOALS
meaning

Overview

Forget anything else you may have read on the quartet and apply these
meanings when building your Coach.

Vision:
A short, inspiring statement of where youd like to get to. It
provides a unified direction for everyone in an organization and
is a continual source of inspiration which cannot be achieved
Mission: How you intend to get there by being the best at what you do.
Your Mission is like an over-arching stretch goal that you aim to
achieve over time which utilizes your organizational strengths.
Values:
Guiding principles which affect how will behave every day on
the
way to fulfilling your mission
Goals:
Key benchmarks for achieving your mission (must include
quantifiable targets)
Just to clarify, some people use these definitions: Vision = Purpose and
also Mission = Purpose; Values = Guiding principles and Goals =
Objectives or targets.
As long as you are consistent and clear about your definitions, you can
choose your labels, though we recommend you use those in bold above.
VISION + MISSION + VALUES +
GOALS =

Les Mills International Ltd Group Fitness Management 2007

ULTIMATE COACH TO
ACHIEVE YOUR WORK BASED
DREAMS

VISION, MISSION,
When
jargon
has
VALUES
& GOALS
meaning
Vision definition

Your vision must be perpetually inspiring and so must also be unattainable.

It will get you up in the morning. It motivates you to meet goals and pursue
your mission. It drives you to fulfill your potential. It must be authentic to
your team faking its a no go!

Heres a few examples to give you a taste of what some other organizations
have defined as their vision.

Walt Disney:
To make people happy
Nike:
To experience the emotion of competition, winning and crushing
competitors
Les Mills International:
Life-changing fitness experiences every time, everywhere

Its readily apparent that each vision is impossible to achieve and yet is
constantly inspiring for each organization.

Les Mills International Ltd Group Fitness Management 2007

VISION, MISSION,
When
jargon
has
VALUES
& GOALS
meaning

Mission - definition

Your mission highlights what you are best at in order to pursue the
(unattainable and inspirational) vision. It tells you where you are going to
focus your efforts and resources in order to win at this activity using your
strengths.

Mission statements guide an organization or a team in its day-to-day

operations whereas a vision provides a sense of long term direction and
inspiration for the future.

Its critical that a mission statement enhances involvement from all

stakeholder perspectives: namely owners, employees/contractors and
customers. With all stakeholders receiving benefit from the achieving the
mission, loyalty and commitment to your organization can deepen over
time.

Deciding your mission is a defining moment for your organizations or

teams leadership. By answering the question how do we intend to win at
this activity, organizations must identify both their strengths and
weaknesses and prioritize where they can operate most effectively in the
competitive arena.

By way of illustration, heres some mission statements from other

operations for your review.

IBM:
We want to be the best service organization in the world
Walmart:
To give ordinary folk the chance to buy the same things as rich people
Les Mills International:
To be number one in Group Fitness experiences in all its markets and to be
a top 100 global brand

Each organization has filtered down its strengths to a key attribute which it
believes will underpin the organizations ability to win in its field and achieve
its mission.
Les Mills International Ltd Group Fitness Management 2007

VISION, MISSION,
When
jargon
has
VALUES
& GOALS
meaning

Values - definition

Values are guiding principles which influence behaviors. For example, if

I have a value of being honest, my behavior if I find a wallet in the
club would be to hand it in to reception so the owner can get it
back!
Hence values result in behaviors which in turn are the how of the
mission. Like the vision, values endure in perpetuity, as they define
who an organization is and influence how it will behave to pursue its
mission and its vision.

Typically organizations have 4 to 6 values such as noted below.

Walt Disney
No cynicism
Nurturing of wholesome American values
Creativity, dreams and imagination
Fanatical attention to consistency and detail
Preservation and control of the Disney Magic

Merck
Corporate social responsibility
Unequivocal excellence in all aspects of the company
Science based innovation
Honesty and integrity
Profit from work that benefits humanity

Les Mills International

Brave
Change the World
One tribe

Note that organizations can have social values, business specific values
and emotional/psychological values as part of their value system.

Les Mills International Ltd Group Fitness Management 2007

VISION, MISSION,
When
jargon
has
VALUES
& GOALS
meaning

Goals - definition

Typically organizations set stretch goals which are measurable. Goals

are attainable and typically have a 3 -10 year timeline. However some
organizations have even longer term goals with a timeframe of up to 30
years!
We recommend working with a 3 -10 year goals within Group Fitness,
with steps made each year to build towards success. Once the goal(s)
are met, then new stretch goals are identified to take the organization
forward.

Goal setting with a 3 -10 year timeframe becomes relevant to

todays activities by setting shorter term sub goals which are
clear steps along the path to achieving the 3-10 year goal(s).

Some examples of longer term goals include:

Walmart:
Become a $125 billion company by year 2000 (made in 1990)
Ford:
Democratize the automobile (early 1900s)
Les Mills International:
15,000 clubs, a four-program average per club and 10 million people
per week working out in LES MILLS classes by 2010

Les Mills International Ltd Group Fitness Management 2007

VISION, MISSION,
How
2 & GOALS
VALUES
Putting together the Coach

By way of example, set out below is a summary of Les Mills Internationals

Coach.

With their aligned vision, mission, values and goals, Les Mills International is
primed to continue its pursuit of its mission while being perpetually inspired
by its vision:

Vision

Life-changing fitness experiences

every time, everywhere

Mission

To be number one in Group Fitness

experiences in all its markets and to
be a top 100 global brand

Values

Brave, Change the world, One tribe

Goal(s)

15,000 clubs, a four-program

average per club and 10 million
people per week working out in LES
MILLS classes by 2010

Les Mills International Ltd Group Fitness Management 2007

VISION, MISSION,
How
2 & GOALS
VALUES
How to create your Coach setting your vision, mission, values and
goals for Group Fitness

Step 1

Obtain your organizations overall vision, mission, values and goals (if they are
available).

Once you have them you are encouraged to use them to make sure your
Group Fit vision, mission, values and goals fit with the overall organizations.

Should it not be possible to get hold of organizations vision, mission, values

and goals, please keep following the steps noted below.

We recommend Steps 2 Steps 5 are actioned in an in-house workshop with

your team.

Les Mills International Ltd Group Fitness Management 2007

VISION, MISSION,
How
2 & GOALS
VALUES
Step 2 - Vision

Phase I generating a GF Vision

The quickest way to identify a perpetually inspiring vision for Group Fitness is to
call your key team into a room, grab some post-it pads and pens and ask
yourselves:

Why do we do this?

What do we want to create or provide by offering this service?

How do we want to make a difference?

What motivated us to get into Group Fitness?

Why do we continue to be involved in Group Fitness?

Throw everything down on post-it notes and share them. Discuss and refine what
feels right for the team.

Please note that your vision will not be about money, as that can be benchmarked
and superseded. Your vision will be a continual source of inspirational direction
every day which by its very nature cannot be attained as it continues to motivate.

Phase II checking your GF Vision is right

While it may feel repetitive, keep asking why, even when you have a vision that
feels good, to check its the ultimate inspiring vision for the team. You want a
power packed motivator which will be timeless.

When youve got something such as, to improve the health and well being of our
community, you will be getting close as long as you and your team are getting
excited!!

Phase III benchmarking your GF Vision with your organizations overall

vision
Check that this GF Vision supports your organizations overall vision, if one is
available.

If your GF Vision and the organization vision are in conflict, ask yourself why.

Within our industry, desired economic outcomes are partnered by wanting to

change peoples lives for the better. If your GF Vision incorporates this desire to
improve peoples wellbeing it should be unlikely to find a philosophical mismatch
with your organizations vision.

Les Mills International Ltd Group Fitness Management 2007

VISION, MISSION,
How
2 & GOALS
VALUES
Step 3 - Mission

In order to derive how you are going to pursue your GF Vision, you need to
establish what you are best at in order to aspire to that GF Vision!

Phase I generating your GF Mission

Once again, you need to work with your team. Get some post-it pads, pens and
follow this system. Ask yourselves:

What are we good at as a team?

What am I good at as a part of this team?

What do we have the best reputation for?

What makes us different from our competitors?

Why would someone refer us to a friend?

When youve found a consensus on what you are best at, ask yourselves why
three more times, in order to check there really is depth to why you are saying a
particular aspect is your greatest strength.

If there are not enough reasons why this is your greatest strength, revisit the
strengths the team has already identified to choose which attribute you are going
to focus on to win in Group Fitness!

Then develop your mission statement so it shows how you are going to win.

It may be that you come up with a mission e.g:

To be the most innovative and successful Group Fitness destination in our

suburb/city/region.

Les Mills International Ltd Group Fitness Management 2007

VISION, MISSION,
How
2 & GOALS
VALUES
Phase II checking your GF Mission supports your GF Vision

Once you have a GF mission, check it will help you pursue your GF Vision.

For example, the GF Mission to be the most innovative and successful Group
Fitness destination in our suburb/city/region is aligned with the example GF Vision
to improve the health and well being of the community. This is because the GF
Mission encourages the provision of superb Group Fitness experiences which in
turn will benefit members of the community you serve.

If you find you cant see how your GF mission would fit with your GF Vision, ask
yourself again if your GF Vision is right.

If you then conclude that your GF Vision is right and your GF mission is wrong,
then revisit your GF Mission by returning to Step 3 until you are confident that
your GF Mission is aligned with your existing GF Vision.

In the event that your GF Mission work highlights that your GF Vision is not right,
return to creating your GF Vision via Step 2, before confirming your output for your
GF Mission through Step 3.

IT IS CRITICAL THAT YOUR GF MISSION SUPPORTS YOUR GF VISION. KEEP

GOING UNTIL THEY ARE ALIGNED!

Phase III confirm your GF Mission supports your organizations overall

mission

Finally, double check if the GF Mission fits with your facilitys overall mission, if
one is available.

If your visions are in harmony, it is unlikely your missions will be in conflict.

Also, as mission statements focus on how organizations are going to win in their
chosen activity, your GF Mission can only enhance your organizations own
mission, which will also be seeking how to win, though at an organizational (rather
than GF) level.

Les Mills International Ltd Group Fitness Management 2007

VISION, MISSION,
How
2 & GOALS
VALUES
Step 4 - Values

Phase I Generating your GF Values

To decide what values/guiding principles will govern the teams behaviors on its
journey to the GF Mission, use the following approach.

Take some post-it notes and pens with the team and identify the following. If you
wish, you can use the example list of values in Schedule I.
What words would members use to describe your GF department?
What words would (non GF) staff members use to describe your GF
department?
What words would you choose to describe your GF department?

Group together words/values with similar meanings (e.g. honesty, openness,

integrity) and choose one word/value to represent each group of similar words.
Then choose 4 6 words/values from the work the team has done.
Test whether you think these are the real core values of your department by
asking what is higher purpose of each value you have chosen. For example a
value of honesty may actually have a higher purpose of respect depending on the
culture of your organization.
Once you have confirmed your 4-6 values, generate 4 behaviors that demonstrate
each of these values. Please remember that these behaviors must already exist
today in your organization. Then list each behavior under the relevant value.
Why bother? Because you will be able to easily identify if behaviors are aligned
with your values day-to-day. In other words, you can make a call on if someone is
behaving in accordance with your values or not.

Les Mills International Ltd Group Fitness Management 2007

VISION, MISSION,
How
2 & GOALS
VALUES
Step 4 Values continued

Phase II Checking the GF Values support the GF Mission and GF Vision

Given your team has developed the GF Vision and GF Mission as a group, it is likely
that there is some synergy between the guiding principles and resultant behaviors
that already exist in your organization and those required to achieve your GF
Mission and individuals values.

If there are few or no synergies then you have to ask yourself as the Leader of this
process how you are going to establish training to develop the behaviors you need
or how your are going to get different people on the team that can deliver to the
GF Mission and GF Vision.

Phase III Benchmark the GF Values with the organizations overall

values

Ensure that GFs Values fit with the organizations values. As noted previously, if
your GF Mission and GF Vision are congruent with the organizations vision and
mission,
it is highly unlikely you will have any conflict around your GF Values.

Les Mills International Ltd Group Fitness Management 2007

VISION, MISSION,
How
2 & GOALS
VALUES
Step 5 - Goals

Phase I - Two types of goals

Its critical to ask yourselves what key milestones would help you realize your GF
Mission. So, if your GF Mission is:

To be the most innovative and successful Group Fitness destination in our

suburb/city/region.

1. Your 3-10 year goal may be:

To have overall class attendance at 85% capacity with commitment from

Management to build a new GF studio by XXXX.

2. Your Year 1 goal on the path to achieving the 3-10 year goal could be:

To achieve a 10% increase in weekly GF attendance.

Each year, you will revise your annual goals to meet your 3-10 year goal(s) to
ensure all your actions fit with your plan!

Phase II Generating your 3-10 year goal(s)

Together with the team, pick up your post-its and come up with some stretch goals
for GF. Key areas to consider for defining stretch goals could be:

1. Weekly GF attendance
2. Weekly GF attendance as %age of total weekly attendance
3. New memberships generated per annum by GF
4. Percentage of studio capacity utilized (during the week versus the weekend)
5. Number of programs launched and regularity of re-launches
6. Number of instructors per program
7. Number of instructors recruited, trained and retained each year
8. Profile of your GF activities in the media e.g. radio, TV, press measured by
what
articles/interviews youve secured

Once youve shared your ideas on goals, agree as a group which stretch goal
grabs the team as being both possible yet very challenging.

Les Mills International Ltd Group Fitness Management 2007

VISION, MISSION,
How
2 & GOALS
VALUES
Phase III Create shorter term goals that will contribute to the overall GF
goal(s)

Its critical to identify and track shorter term goals that fit with achieving this 3-10
year goal, for example:

Year 1:
To achieve a 10% increase in weekly GF attendance.

Here the Year 1 goal to increase GF weekly attendance by 10%, builds towards the
85% capacity targeted in the 5-10 year goal and also demonstrates GF success.
This success could support a case to Management to build a new GF studio by year
XXXX, as noted in the 3-10 year goal.

With this in mind, grab your post-it notes and pens and generate Year 1 goal(s)
using the same process and the same 8 key areas you considered to create your 310 year goal(s).

When you have determined your Year 1 goal(s) with the team, create quarterly and
then monthly targets which drive towards achieving the Year 1 goal.

For example, each yearly plan may include specific internal promotions for certain
months to drive up attendance. Further, you may incentivize members to bring a
buddy to classes at key points in the calendar. Or you may plan re-launches for
both retention benefits and to create new membership sales in chosen quarters.

At the end of Year 1, evaluate your progress against your Year 1 goal(s)
and then set next years goal(s). Then for Year 2, plan what actions are
required each month and quarter to meet that Year 2 goal and repeat
each year.

Phase IV Benchmark against the organizations overall goals

Review your 3-10 year goal(s) and establish if they are synergistic with your
organizations overall goals. As your goals will focus on incrementally creating
sustained improvement in GF, it is unlikely your GF goal(s) will be at odds with the
overall organization goals.

Les Mills International Ltd Group Fitness Management 2007

VISION, MISSION,
How
2 & GOALS
VALUES
Step 6 - Create your Coach
Please fill in the blank boxes with your vision, mission, values and goals!

Vision

Mission

Values

Goal(s)

Blow up this diagram and put it on the wall. Take it in turns to read
this out loud during every team meeting to make sure it lives.
Celebrate it and have it where everyone can see it. Benchmark every
decision against whether it fits your Coach and party when you meet
goals!
Your Coach must be with your team every day to make a difference to
your working lives and the health and fitness of your members.
Good luck!

Les Mills International Ltd Group Fitness Management 2007

VISION, MISSION,
Values list
VALUES & GOALS
Schedule I

Examples of values to help kick start GF Values work in Step 4

Les Mills International Ltd Group Fitness Management 2007