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As a manager in the fitness industry, it’s important to look to those who have achieved greatness in their field for inspiration and guidance. One such individual is the legendary head coach of the Miami Dolphins, Don Shula. During his 25 years with the team, he led them to numerous victories and set records that still stand today. He knew the importance of focusing on winning and leading with consistency and integrity. He even created an acronym, C.O.A.C.H., to describe the qualities of an effective leader, which can be applied not only in the sports field but also in the workplace. Following in the footsteps of a leader like Don Shula, can help us strive for excellence in our careers.


  • Conviction-Driven: Never compromise your beliefs.
  • Overlearning: Practice until it’s perfect.
  • Audible-Ready: Know when to change.
  • Consistency: Respond predictably to performance.
  • Honesty-Based: Walk your talk.

It’s important to lead by example and to strive to be the best version of yourself. One key aspect of this is being conviction-driven, meaning that you never compromise your beliefs or values in order to achieve success. This can be particularly challenging in a fast-paced and competitive industry, but staying true to your convictions will ultimately earn you the respect and trust of your team and clients.

Another crucial element for managers in the fitness industry is to overlearn. You must overlearn business skills, industry-specific marketing strategies, and sales systems. Take the time to master your craft, whether it’s a new workout method or a new marketing strategy. By taking the extra time to understand and perfect your skills and practices, you’ll be able to respond to challenges more effectively and make better decisions for your business and team.

Being audible-ready is crucial for managers in the fitness industry. This means you always listen to your team and clients and assess your metrics. You have to be willing to make changes when necessary. This is easy to say but hard to live by, especially if you’re attached to a particular approach, but being audible-ready means that you’re always open to new ideas and perspectives, which can help you stay ahead of the curve and adapt to changing market conditions.

The saying “Consistency is key” is a cliche for a reason. This means that you’re able to respond predictably to performance, whether it’s your own or that of your team or clients. Consistency helps to build trust and credibility and allows you to set expectations and deliver on them.

Finally, as a manager in the fitness industry, it’s important to be honesty-based, which means walking your talk. This means that you always follow through on your promises and are transparent with your team and clients. Honesty-based leadership helps to build strong relationships and earn the respect and trust of your team and clients. Marcus Aurelius said, “Integrity is the essence of everything successful.” By being honest and transparent, you’re showing that you’re committed to success and that you’re willing to do what it takes to achieve it.

In conclusion, being conviction-driven, an over-learner, audible-ready, consistent, and honesty-based are crucial elements of being a successful manager in the fitness industry. By incorporating these values and principles into your leadership style, you’ll be able to inspire and guide your team to success while building strong and lasting relationships with your clients.