Goal Setting

Maurice Williams | 19 Dec 2017

As we approach the end of another year, it is that time where most people start making plans for the New Year. The same should be happening for us as fitness professionals.

Whether you are a fitness studio owner, independent personal trainer or work in big box gym, you should have a plan in place that allows your businesses to thrive.

My goal is to give you an easy way to do goal-setting that you can begin working on today!

Before we get into the specifics, we must first define what a goal is.

What Is a Goal?

Simply put, a goal is an aim or desired result.  For example, one of my goals for 2018 is to stop doing everyday personal training and transition to being 100% on the side of things as the business owner to market my studio. Well, how do I go about achieving this desired result?

I must first make sure that my goals are S.M.A.R.T.

A Goal Must Be S.M.A.R.T.

I’m sure most of you have heard the acronym S.M.A.R.T.  before. This simply means all goals must be: specific, measurable, achievable, relevant and time-bound.

Let’s expound on each one:

1. Specific

Your goals should be clear and specific. Answering these five "W" questions can help you:

  • What do I want to accomplish?
  • Why is this goal important?
  • Who is involved?
  • Where is it located?
  • Which resources or limits are involved?

2. Measurable

It's important to have measurable goals, so that you can track your progress and stay motivated. A measurable goal might address questions such like:

  • How much?
  • How many?
  • How will I know when it is accomplished?

3. Achievable

Your goals also need to be realistic and attainable to be successful. An achievable goal will usually answer questions such as:

How can I accomplish this goal?

How realistic is the goal, based on other constraints, such as financial factors?

4. Relevant

Your goals need to matter to you and are in alignment with other relevant goals.

A relevant goal should answer "yes" to these questions:

  • Does this seem worthwhile?
  • Is this the right time?
  • Does this match our other efforts/needs?
  • Am I the right person to reach this goal?
  • Is it applicable in the current socio-economic environment?

5.  Time-bound

Every goal needs a “done by” date, so that you have a deadline to focus on and something to work toward. A time-bound goal can answer the following questions:

  • When?
  • What can I do six months from now?
  • What can I do six weeks from now?
  • What can I do today?

Making Goal Setting Simple

One of the easier ways to make goal setting is to break them into quarterly goals. This will allow you to get laser focused with working on only one goal/month. So, essentially you end up with 90 day “sprints” focused on three targeted goals.

I recommend making a list of goals for 2018 and then ranking them in order of importance to your business. From this list, you can pick your top three for each quarter of 2018.

Below is a sample 90-day fitness goal for the 1st quarter of 2018:

  1. Hire an administrator (January 2018)
    1. Come up with responsibilities and requirements.
    2. Decide how you will get the word out for the job.
    3. Set up the funnel and interview process.
    4. Hire admin no later than Feb 15.
  2. Revamp Your Current Sales Process (March 2018)
    1. Review your current sales process.
    2. Decide if you need to invest in a new sales process.
    3. Redo your service options to match new sales process.
    4. Implement new sales process by Apr 15th.
  3. Add 20 new clients (February 2018)
    1. Ensure you have the manpower to handle the new clients.
    2. Decide what form of marketing you will do (i.e. Facebook, referrals or public speaking).
    3. Begin working on the lead generation activities.
    4. Have 20 new clients in the door by May 1.

Now, these are just skeleton outlines. You will still have to make sure that each goal is S.M.A.R.T. and that each bullet point is supported by actually work being done.

For example, in goal #1 of hiring an administrator, you will have to set aside time to write down those requirements and responsibilities. This could take you a couple of hours or a couple of days, so make sure you measure your time wisely.


Goal setting does not have to be hard or complicated, which usually leads to inactivity.  Inactivity leads to stagnation and your business suffers from not growing.

If you break your goals down into 90 day “sprints”, they become more doable and achievable. Try it today and see how much more relaxed and motivated you’ll be to achieve Jan 2018’s goals and how much your business will explode in 2018!

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Maurice Williams

About the author: Maurice Williams

Owner & Personal Trainer, Move Well Fitness, LLC.
Owner & Lead Educator, Move Well Fit Academy

Maurice Williams offers a rare combination of advanced academic training, personal experience as a competitive athlete, and eighteen years of experience in personal fitness and training. That combination –- a strong understanding of exercise and sport science and clinical exercise physiology, the determination of a competitive athlete, and broad fitness experience –- makes Maurice uniquely effective in helping his clients meet their health and fitness goals. He has a BS in Exercise/Sport Science from Elon College (Now Elon University) and an MS in Clinical Exercise Physiology from Ohio University.

Experience that makes a difference for you
Recognized as a Master Personal Trainer by the National Academy of Sports Medicine (NASM) and an Elite Personal Fitness Trainer by IDEA, the Health and Fitness Source, Maurice can help you no matter what your age, condition, or fitness goals. He works with mainly women between the ages of 40-60 who are looking to regain the energy and look that they had in their 20’s and 30’s so they will not be frustrated and upset with themselves when they look in the mirror. He also is certified as a Personal Fitness Trainer, Corrective Exercise Specialist, Performance Enhancement Specialist, Senior Fitness Specialist, Weight Loss Specialist & Fitness Nutrition Specialist by NASM, a Certified Strength and Conditioning Specialist by the National Strength and Conditioning Association (NSCA), a Barefoot Training Specialist-Level 1 through EBFA, a Fitness Nutrition Coach-Level 1 through Precision Nutrition and a Master Instructor for Stroops & Most-Fit. As a fitness educator with Move Well Fit Academy, Maurice teaches the Certified Personal Trainer course through NASM.

Smart Training that Produces Results
Maurice exercises his clients through the concept of functional training – focusing on everyday body movements, not muscles, in a progressive fashion to allow for optimal improvements in everyday activities, such as walking and lifting, as well as helping contribute to weight loss, increased stamina and strength. Maurice has helped people match exercise to their specific health challenges, too, including diabetes, osteoporosis, multiple sclerosis, hypertension, coronary artery disease, lower back pain, pulmonary issues, and pregnancy. Even if you have only limited time to train, his 30-minute personal training sessions can make a difference.

The Right Values
Maurice believes “Everyone has fitness is them, the challenge is bringing the fitness out.” His current workout includes resistance training and yoga. A former high school and collegiate athlete, Maurice grew up in South Carolina with roots that reach back to Brooklyn, NY. An avid sports fan, he still roots for Elon and his favorites, the Miami Hurricanes and the UNC Tarheels. A leader in his church, husband with a beautiful wife (just ask him) and father, Maurice brings the right values to his work and his clients – a shared commitment to good health and fitness, an honest determination, and an understanding of what it takes to meet difficult challenges.

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Comments (1)

Frary, Cindy | 22 Dec 2017, 19:20 PM

love this one. thank you!