Do good intentions have any place in a business strategy, or is it all about a cold, calculated objective to exploit a gap in the market?

Is it worth exploring and defining true purpose?

Can mission, vision and values point to authentic differentiation and competitive advantage in a crowded marketplace?

In this teleclass, I speak to David Patchell-Evans, founder and CEO of Goodlife Fitness. With over 275 clubs, 9,000 staff and 750,000 members, Goodlife is the 5th largest fitness company in the world and the largest owned by a single individual. But it all started with one club and a core value of caring. It wasn’t the kind of caring for the customer that large, faceless institutions plaster all over their walls – and nobody believes – it was the kind of caring that drove ‘Patch’ to continue to experiment, tweak and refine until he figured out what brought people to fitness and what kept them there. It’s a great lesson for any business looking to grow.

Two weeks into his first year in university, ‘Patch’ as he prefers to be called, was involved in a serious motorcycle accident. A lengthy and arduous period of rehabilitation at a sports medicine clinic at the University of Western Ontario sparked Patch’s interest in exercise and the motivation surrounding physical recovery. His accident was pivotal in the decision to add a new focus to the business courses he was pursuing — resulting in a degree in physical education.

During this time, Patch saw an opportunity to share what he had learned. He purchased the small fitness club where he had been working out in London, Ontario in 1979 — the beginning of a company that would soon be branded GoodLife Fitness.

Early on Patch’s vision was to provide an unequalled fitness club experience for members. As the leader in health and fitness in Canada, GoodLife has now grown to almost 300 clubs while remaining true to the company’s core values.

In this teleclass, I ask Patch the tough questions:

• What do you think is the relationship between the company’s core mission and vision and its competitive advantage in the marketplace?
• How have your core values influenced or informed other aspects of business strategy, such as hiring, pricing and strategic partnerships?
• What do you think other companies, big and small, can learn from your experience and success?
• And more!

If you are in a position to influence business strategy in your organization, this teleclass is for you! If you are a consultant advising your clients on any aspect of strategy — from marketing and branding to human resources — this teleclass is for you. If you run your own business, this teleclass is for you. And, if you are interested in doing ‘good’ while doing’ well’, this teleclass is for you…

Download this teleclass… free!
That’s right – there’s no charge for this teleclass. Simply click the link below, enter your information, and you’ll receive a link to download the recording.

About David Patchell-Evans

As if Goodlife’s success doesn’t speak for itself, David Patchell-Evans is also a:

• Five-time Canadian Rowing Champion;
• Chairman of IHRSA (International Health, Racquet and Sports Club Association) representing 110 million club members in 78 countries;
• Ernst & Young International Entrepreneur of the Year Institute, Palm Springs;
• Co-founder of The Kilee Patchell-Evans Autism Research Group at the University of Western Ontario with personal donations of $4 Million;
• Canadian Medical Association Medal of Honour in 2007;
• Author of International Best Seller The Real Sexy, Smart and Strong and Living The Good Life, the latter of which has exceeded 1 million copies.

To learn more about David Patchell-Evans, just type in his name to the search engine of your choice!