Lesson 7 of 8
Building a 3-year fitness brand map
Learning objectives
- Map the brand on a realistic 3-year horizon
- Sequence streams by year, not all at once
- Set a single 'north-star' metric for each year
- Pressure-test against your actual life capacity
Three years, three jobs
Year 1: stabilise the coaching engine + ship the first brand-led asset. Year 2: scale the proven asset + add corporate or community as a second engine. Year 3: layer the ecosystem (products, partnerships, events) + decide on entity split.
One north-star per year
Year 1: monthly recurring revenue from coaching + 1 asset. Year 2: number of named organisations on your roster. Year 3: revenue mix — % from non-coach-led streams. One metric per year, not five.
Capacity pressure-test
Map the plan against your real weekly hours, family, and the team you actually have (or don't). A 3-year map you can't physically deliver is a daydream. Cut whatever doesn't survive the capacity test.
Founder insight — Derrick Twum
The brands we've seen go furthest had a 3-year map written in one A4 page and revisited every quarter. Not a 40-slide strategy deck.
Key takeaway
3 years, 1 north-star per year, mapped against real capacity. Cut everything else.
Reflection questions
- 1What is year 1's single north-star metric?
- 2What is year 2's single north-star metric?
- 3What is year 3's single north-star metric?
- 4Does this survive your real-life capacity test?
Action task
Write a one-page 3-year brand map: focus, north-star metric and capacity check for each year.
Worksheet
Work through these prompts. Answers save to this device.
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Related MEM tools
- Business Planner
- AI Studio