An elevator pitch is a brief, persuasive speech that you use to spark interest in what your organization is or does. You can also use an elevator pitch to create interest in a project, idea or product – or in yourself. A good elevator pitch should last no longer than a short elevator ride of 20-30 seconds, hence the name.
An elevator pitch should be interesting, memorable, and right to the point. They also need to explain what makes you – or your organization, product, or idea – unique.
I was recently asked “What would be your LIFW elevator pitch?” This is what I came up with:
“LIFW was created on the idea that when individuals want to better themselves, they look towards us as their lead. We are a group of individuals who use the gym as a physical tool to help people create a positive change in their lives and the lives of those around them. Not only physical changes, but emotional and psychological changes as well. We excel at not only creating more fit bodies, but assisting in creating better humans. LIFW exists not only in a psychical location, but as an idea, a mindset that can exist anywhere.”
Upon further reflection, this was a hard question to answer. To sum all that we’ve created into 30 seconds seemed impossible to me. When I really thought about it tho, I realized it wasn’t really impossible, the problem was in my own head and my refusal to try and summarize all of the work that has gone into building LIFW. This project has been my life (and others lives) for the past 8 years. We have poured our hearts, and souls into it in order to build something truly remarkable.
After writing my elevator pitch, I’d like to share with you guys my thoughts on this place. I often get asked by people who seem to be confused, what is it you guys do? What is LIFW, what do you guys stand for? I can’t speak on behalf of everyone thats here, but I’ll happily share my thoughts with you directly.
Most people don’t know this, but LIFW started as a small backroom project, literally renting a dance studio space. We were a small, invite only facility, we had a few committed people who trained here and we quickly realized we had something special. Our special little group started to grow and draw interest from the outside world around us, and we needed a bigger space to share our beliefs and fitness with more and more people. We created a website to assist us in spreading our mission to not only people locally, but to be able to reach those people out of state and even out of country. Over the years we have changed. A lot, in fact. During those years we moved to a few locations, each time bigger than the last, we went from a small studio gym, to a huge facility. We started a membership program and now have well over 1,000 members. We created an on boarding process/trainer program that has cultivated 9 fitness professionals that I would put against any other training team around. We have also seen a lot of people come and go, some of the original people who started with us are no longer here, but the mission has lived on.
Through all this change, I believe that our project has turned into something truly unique and the changes made have been for the better. LIFW was never created on the idea that it is going to be the biggest gym around, but its growing fast and we could not be more proud of it. What I am most proud of is that between our instructors who work here and our clients that have joined our community along the way, are truly good people. They have character. They are caring and kind people. They are elite.
Elite is one of those words that can easily be taken the wrong way. Let me explain what elite means to us. It is not based on status or success. What is elite about LIFW is the effort and character of the people. Anytime a drastic change is made in your life, that is elite. For us everything starts with your “mindset.” For us, it means that someone recognized a need for and deliberately chose to change their life. And they used us and our training as the tool to become a better person and change their life inside and out. When we say using their training for outside stuff, we aren’t talking about sports and fitness, we are talking about making their lives better. No one is elite because they played professional sports, or were in the Olympics. What makes a person elite is being a good person. A person with integrity, a person with class. A person who doesn’t put others down, but instead works to help other people. We are lucky enough to have the opportunity to create a better type of person. A better member of society. That’s what’s really elite. In our world, you aren’t anything if you aren’t a good person who can stand with integrity. That why I don’t just let anyone in our doors here at LIFW. If you can’t stand here with integrity, you do not belong here with us. The reason we are all here together, is because LIFW appealed to something bigger than ourselves. It was never, is not, and never will be about one person. The goal of this place is to help people and be kind to people. If you are going to talk about who’s better, lets talk about character. No one here is standing tall saying we are the smartest and best ever, because that would be a direct opposite of what we stand for.
To circle back, our gym exists to help make people and the world around us a better place. That is exactly what we are and what we will always be regardless of how big we grow. We are grateful to all of you who are members and to those of you in our community. It’s only with your help that we can grow and continue to spread the word. There may be some bumps in the road as we progress but with your help we can be successful. Be proud of your community, reach out to them, and get involved when you can.