Big Arms, Big Life: The Mission

ktf mission | Kourtney Thomas Fitness

I’m a pretty big business nerd. In case you didn’t know, I did go to business school, and have always fancied myself as a savvy professional. Well, I am a savvy professional, having built a successful business based on my passions in less than three years.

And while fitness and women’s empowerment are my main gig, I can’t do that stuff well without a solid business foundation. That, coupled with the fact that I actually enjoy learning about nuts and bolts of business, has me voraciously seeking and reading about all kinds of different aspects of professional life, every day. I read blogs about money and investing. I’m on email newsletters about email newsletters. I read articles about marketing and selling and current trends. And of course, I’m super into anything entrepreneurship based, especially relating to women entrepreneurs.

One of my favorite go-to resources is a wonderful combination of all the things I love (business, fitness, and marching to the beat of your own drum) – Mark Fisher Fitness’ Business for Unicorns. If you’re not familiar, Mark Fisher Fitness is an incredible place built by and for incredible humans. It’s a gym in New York City, but it’s so, so much more. And the cool thing about that is that Mark and his partner, Michael Keeler, have not only built this wonderful and exciting community, but they also share their expertise in doing so. I’ve learned a ton in the year or so that I’ve been on this email list. It’s the stuff I like best – a little different take on the foundations, but oh-so-useful and productive.

A couple of weeks ago, the email, and related blog post, was all about mission statements. Now here’s one of those things that automatically, immediately makes me roll my eyes. Like, yeah, I get it. But really? How many businesses are living by their “mission statement” day to day? More often than not, it’s a bunch of bullshit jibberish some higher-ups came up with in a board room after doing a couple of focus groups with a few customers in the “target market.” It’s not thoughtful. It’s not relevant. It’s just there because someone said businesses should have mission statements.

That said, when done right, a mission statement can be a guidepost for not only daily business operations, but bigger picture impact too. And that’s what I got from this simple blog from Michael. Instead of something on my list that keeps getting put off because who cares, my 5 Minute Mission Statement went to the top of my list, and I worked through the exercise the very next day after I read the email.

I gave myself enough time, about 30 minutes, because I knew I wouldn’t be done in 5, and I sat down with my notebook and pen. As soon as I started thinking and writing, I couldn’t stop. I quickly and easily filled up the pages, words flowing like a bubbling stream through the forest. With such straightforward steps laid out for me, it was so much easier to really see what I’m about, and consequently, what my business is about.

Three quick drafts later, for conciseness, of course, and here’s what I came up with:

Kourtney Thomas Fitness exists to empower women to discover and live their big, genuine, and limitless lives.

North Star, indeed. Like, duh. This is unquestionably what I do on a daily basis, and now it has words. It’s based on the impact I want to have, and what’s meaningful about that to me. More importantly, it summarizes my clear purpose, and is something I can now remind myself of anytime I’m questioning that.

I’ve been doing a lot of questioning lately, and I don’t have all the answers just yet. But I do know that every single idea, every thought I’m having, every concept I’m coming up with does fall under that mission. I can continue to drive that, in as many different ways as I can make happen, for as many women as possible, with no end.

You could argue that this whole idea of a mission statement isn’t relevant to you if you don’t have a business, or if you’re working for someone else. I’d argue that’s not the case at all. You can go through your life with a remarkable lack of purpose for a long time. And after a while, you’ll notice it. Why not consider developing a personal mission statement? You can still have a personal purpose that drives your daily life decisions. You can still leave an impact, regardless of whether you ever set out on your own as an entrepreneur. If anything, this is a highly valuable exercise for anyone working on personal growth and development. And if you’ve read any kind of personal development or self-help book in the last year, that’s you.

5 minutes. That’s all it takes.

I’d love to hear your mission statement, business or personal. If you do this exercise, share what you come up with below in the comments section. I’m all in for supporting you and your purpose, however I can.

If you’re into this kind of stuff, I invite you to sign up for my email list, where I talk weekly about little, and big, ways you can work toward finding and living your purpose. Oh, and I definitely recommend getting on the waitlist for the next group of Build Your Big Life Coaching, where we deep-dive into this stuff.


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  • Michael Keeler

    Thanks for sharing my article Kourtney! So glad that you found it useful 🙂

    • I have found it so wonderful and useful, and have shared it no fewer than 10 times since I read it! Thanks for creating so much and sharing your knowledge!

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