CoverMe founders Beverlee and Rosanna share their blueprint for business growth
CoverMe Fitness didn’t grow by accident – it’s the result of relentless commitment to understanding what truly drives success. Between the two of us, we’ve read hundreds of books, found mentors, and surrounded ourselves with people who’ve walked the walk. The journey hasn’t always been smooth – or even enjoyable – but by failing repeatedly, learning from those failures, and constantly evolving, we’ve developed a powerful framework that drives growth.
We call it The Lobster, the Athlete, and the Universe, and it’s taken us from an idea to international expansion in under three years. By sharing it with our team, clients, and partners, we hope it can help you build, scale, and succeed in your own business.
The Lobster: Expect Success
In nature, lobsters fight for dominance. Winning actually rewires their brain chemistry, setting them up for more success. But when they lose, the opposite happens; they’re hardwired for more defeat.
We see the same thing in business. When you win – land a deal, secure a partnership, hit a milestone – you reinforce confidence and resilience. But when you lose, it’s easy to spiral into doubt. The takeaway? Hold your head high, no matter the outcome. Be like the lobster gearing up for the next win. Rewire your mindset for success.
The Athlete: Embrace Discomfort
Athletes don’t get stronger by staying comfortable. They grow by pushing past their limits. No pain, no gain. It’s the same in business. If your goals aren’t stretching you, you’re playing too small. Real growth happens when you push through discomfort and keep going when others would quit.
It’s not the diet, the gear, or even the training that sets elite athletes apart – it’s their mindset. The best don’t avoid discomfort; they train to thrive in it. That’s where your edge is.
The Universe: Just Believe
This last part of our mindset might be the most powerful. We built CoverMe by believing, completely, that our success was already written. Every morning and night, we visualize what we want to achieve. No second-guessing. No doubt.
Belief transforms how you think, how you act, and ultimately, how you win. The universe will respond to your energy, but it all starts with your mindset.
This is the framework behind everything we’ve accomplished and everything we know we’re going to achieve. We hope it empowers you as much as it’s empowered us.