Lifetime Fitness Mission Statement Analysis and Vision

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Lifetime Fitness, also called Life Time, Inc, is the name of a chain of health clubs across the US and Canada.  Founded by its current Chairman and CEO, Bahram Akradi, the company was registered in 1990 and later as Lifetime Fitness in 1992. 

The first gym or club as they like to call it opened in Brooklyn Park, Minnesota. Later several new locations were added throughout the Minneapolis-St. Paul vicinity. However, the oldest facility today is the one in Eagan, Minnesota. 

The chain usually opens up clubs in highly populated and affluent areas under the name Life Time Athletic. While clubs in smaller areas or regions are called Life Time Fitness. The company has also acquired over 200 annual races across the US. 

Today Life Time Fitness is publicly traded and currently under the ownership of TPG Capital and Leonard Green & Partners. That said, without a doubt, it is amongst the most successful fitness clubs in North America, and their mission statement happens to accurately reflect their aspirations. 

Lifetime Fitness Mission Statement and Analysis 

Lifetime Fitness’s mission statement is: “To provide an Entertaining, Educational, Friendly and Inviting, Functional, and Innovative experience of uncompromising quality that meets the health and fitness needs of the entire family.

An overview of the mission statement shows that the company cares deeply about providing a complete and healthy experience to everyone who is a member of their gyms. However, we were able to find a couple of more gems upon closer reading. 

The first half of the mission statement alludes to taking every step possible to make sure that their clubs are educational, entertaining, friendly, and, most of all inviting to everyone. That should be the goal of all fitness clubs if the mission is to provide top-quality fitness facilities. 

In the case of Lifetime Fitness, the chain has, over the years, taken numerous steps to ensure that their environment is amicable, family-friendly, and the trainers are more than willing to train people. That’s one of the reasons why they are the club of choice for many despite higher membership prices. 

Speaking of facilities, Lifetime Fitness’ mission statement guarantees top-quality facilities. “…uncompromising quality that meets the health and fitness needs of the entire family.” It’s the company’s way of saying that they will take every step to ensure that people benefit from the best fitness equipment. 

Making it family-friendly means adding family-friendly activities to the club, which is why the higher-end clubs are much larger and offer members much more like a sauna, swimming, sports like tennis, basketball, rock climbing, etc. 

Lifetime Fitness Vision Statement 

Lifetime Fitness’s vision statement is: “Remains committed to championing a healthy and happy life for its members through a portfolio of unparalleled athletic lifestyle resorts that go beyond fitness to encompass the entire spectrum of daily life for individuals, couples, and families of all ages.” 

Life Time Fitness’ vision statement, while clearly a few lines long allude to the company envisioning a chain that cares about providing people of all ages fitness facilities that are healthy. A more in-depth reading of the vison statement alludes to the company caring a lot about its members. 

“…fitness to encompass the entire spectrum of daily life for individuals, couples, and families of all ages.” It indicates that the company approaches fitness as a lifestyle, and that’s the way it should be. That’s one of the reasons why the clubs focus so much on helping individuals make a 360-degree change to their lifestyles including diet, exercise, and may even recommend meditation. 

Lifetime Fitness Core Values 

Lifetime Fitness core values are: “Innovativeness, commitment to people, transparency, and honesty.”

Innovation is what has driven LifeTime’s success over the years across the US. Unlike other gyms, the focus has always been on its commitment to the health of its members. 

“Innovativeness, transparency and honesty” are core values that outline the trustworthiness of a business. That’s why having these core values helps ensure that the chain is well trusted by not just its members but potential members and new members too. 

–> Here you can find the mission statement of another sports-related brand.

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