Back in 2009, Simon Sinek gave a TED Talk called How Great Leaders Inspire Action. It’s been viewed millions of times, and for good reason. His message was simple but powerful: Start with why.
Sinek explained that most businesses communicate from the outside in. They start with what they do, then talk about how they do it. But truly inspiring leaders and brands flip the order. They start with why.
As a fitness or wellbeing business owner, it’s easy to get stuck on the “what” — “I run Pilates classes,” “I offer physiotherapy sessions,” “I teach yoga.” But that’s not what draws people in. Clients don’t buy what you do, they buy why you do it.
- What you do: You run classes.
- How you do it: You create tailored programmes and safe spaces.
- Why you do it: To help people feel stronger, move without pain, and regain confidence.
When you start with why, your message becomes inspiring. And just as importantly, your mindset becomes anchored in purpose rather than performance.
When setbacks hit (and they always do), the “what” can feel shaky. A class doesn’t sell. A team member leaves. A marketing campaign falls flat… but your “WHY” doesn’t change.
It becomes a source of resilience. You can remind yourself: “I’m here to empower people in their bodies, not to get likes on Instagram. This challenge is just part of the bigger journey.”
Your clients are also driven by their why. They don’t sign up just to “attend a class.” They sign up because:
- They want to feel proud of their bodies.
- They want to play with their grandchildren without pain.
- They want to finally invest in their own wellbeing.
When you connect YOUR why to THEIR why, magic happens. That’s when marketing feels authentic and sessions feel fulfilling.
Take a moment to ponder the following questions:
- Why do you do what you do?
- How do you do what you do?
- What do you do?
Notice how bringing your why front and centre shifts your energy.
Simon Sinek wasn’t just talking about corporate brands, his message is deeply relevant to small business owners too. The more you lead with why, the more grounded your mindset becomes, and the more people are inspired to join you.
I highly recommend reading the book: Start With Why? By Simon Sinek.
And, if you want some 1:1 help with your mindset, reach out to me via email philippa@holdmyhandcoaching.com – we can work on this together.
Until next time,
Best wishes
Philippa x