INDUSTRY INSIGHTS


Doing well by doing good T


Does your business look beyond profi t to embrace a more socially conscious agenda?


RAY ALGAR, MD, OXYGEN CONSULTING


he Fitness Sector Social Good Report, published in 2014, explores the idea that a business with a purpose beyond maximising its own self-interests can ensure long-term relevance with its stakeholders, thereby


creating a more valued and sustainable organisation. The report is structured around eight themes: purposeful,


responsible, authentic, generous, compassionate, connected, collaborative and infl uential. In this article, I briefl y discuss four themes and what they mean for your business.


Purposeful When I discover a new and interesting new business, there are normally two things I immediately want to understand. First, what the business makes. Then I want to know the founder’s story: why did they start the business and what’s the big idea that’s fuelling it? Understanding its purpose – the shared understanding of the reason why the business exists – is the fi lter I use to help me decide if I’m going to care about this business. Remember, if I care, then I will share with my network. I


believe clarity of purpose matters because it unites people and drives actions. As Nikos Mourkogiannis, global expert in strategic leadership, says: “Purpose is a reason for doing something


Networks today are larger and more effi cient than at any other time in history


10 Health Club Handbook 2015 4


Business purpose is the most powerful, but least leveraged, weapon in leadership


www.healthclubhandbook.com


PHOTO: WWW.SHUTTERSTOCK.COM/ SYDA PRODUCTIONS


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