Our Vision


The vision component of the EOS process is designed to get the direction/future of the organization out of our heads and down on to paper for everyone in the organization to understand.

“If you can get everyone in the organization rowing in the same direction, you can dominate any industry, in any market, against any competition, at any time”

Our vision is made up of eight components,

  1. Core Values

  2. Core Focus

  3. 10 Year Target

  4. 3 Year Picture

  5. 1 Year Plan

  6. Marketing Strategy

  7. Quarterly Rocks

  8. Issues (aka Bugaboos)

Core Values

Committed to results

Being committed to results means…

Go above & beyond to WOW others

Going above & beyond to WOW others means…

Live by the 4 Agreements

Living by the 4 Agreements may be the most challenging of them all. The 4 agreements are,

  1. Be impeccable with your word

  2. Don’t take anything personally

  3. Don’t make assumptions

  4. Do your best

“Never Settle”

Never settling means…

Be a team player

Being a team player means…

Core Focus

Your core focus is made up of your “purpose, cause, or passion” and your “niche” We chose passion because we are all truly passionate about the work we do on a daily basis.

Our passion is to inspire deep happiness in others.

Our niche is Group Kettlebell Training.

10 Year Target

Future Date: December 19th 2028

Revenue: $15,000,000

Profit: $2,250,000


  • 20 Facilities in 5+ Markets

  • Average 60k/Mo Revenue

  • Average 15% Profit

  • Average 5 Employees/Facility.

3 Year Picture

Future Date: December 19th 2021

Revenue: $3,000,000

Profit: $450,000


  • 4 Facilities in Chicago Area

  • Average 60k/Mo Revenue

  • Average 15% Profit

  • Average 5 Employees/Facility.

1 Year Plan

Future Date: December 19th 2019

Revenue: $1,000,000

  • Lakeview: $750,000

  • Bucktown: $250,000 (7-9 months)

Profit: $150,000

  • Lakeview: $112,500 (75%)

  • Bucktown: $37,500 (25%)


  • 2 Facilities in Chicago Area

  • Average 60k+ EFT/Mo Revenue (Lakeview)

  • 100 Founding Members at Bucktown

  • Average 15% Profit

  • Hire 1-2 new coaches

Marketing Strategy

Your marketing strategy is made up of your target market/ “the list”, your three uniques, your proven process, and your guarantee.

Our target market/ “The list”

Busy professionals, between the ages of 25-35, who live within 2 square miles of the gym.

Our Three Uniques

  1. Coaches who care

  2. Fun, inclusive community

  3. Craft training experience

Our Proven Process

  • The Kettlebell Mastery System

  • The Primal Challenge

Our Guarantee

Results in 30 days or your money back.

Quarterly Rocks

Once our organization has a clear picture of where we want to go over the next year, we are then able to identify the most important tasks that need to get done in order to reach our 1 year goals.

We then set quarterly ROCKS. Rocks are the most important tasks that must get done in the next 90 days to keep moving the organization forward. At the start of every quarter we do a quarterly meeting to discuss the previous quarter, lay out everything we believe needs to happen within the organization, and choose the 3-7 most important things we should focus on in the next 90 days.

Each rock is assigned an owner. This owner is ultimately responsible for the rock being DONE or NOT DONE. This 90-day world creates ultimate clarity for everyone in the organization.

You can access our Quarterly Meeting Board on Trello here.

Issues (aka Bugaboos)

Our bugaboos list is ANY and all issues we are currently dealing with in the organization. Anything that needs a resolution is a bugaboo within our organization.

The bugaboos list lives on our Level 10 To-Do’s board (the board we use to keep track of our weekly action items) and we discuss the most important bugaboos every week at our weekly Level 10 Meeting.

These discussions are typically centered around a particular rock within the organization and always lead to specific action items a team member knows they will need to complete in the next 7 days.