CoverMe founders Beverlee and Rosanna share their blueprint for business growth
CoverMe Fitness hasn’t grown by accident, it’s the result of a relentless commitment to understanding what truly drives success. Between us, we’ve read hundreds of books, sought out mentors and surrounded ourselves with proven individuals who have walked the talk. The journey hasn’t always been comfortable or even enjoyable, but by failing over and over again, by learning, adjusting and improving, we’ve developed a guiding framework to drive growth.
We call it The Lobster, the Athlete and the Universe and it’s helped us go from idea to international expansion in less than three years. By sharing it with our colleagues, clients and partners, we hope it can help you build, grow and succeed in business.
The Lobster: Expect success
In nature, lobsters fight for dominance. Winning literally reshapes their brain chemistry, setting them up for future success. If they lose, the opposite happens; they’re wired for more defeat.
We see this pattern in business. When we win by landing a deal, securing a partnership or achieving a goal, we reinforce that confidence and resilience. But losing can see us easily spiral into doubt. The lesson? Stand tall, no matter what the outcome. Be like the lobster preparing for its next win. Re-programme yourself for victory.
The Athlete: Embrace discomfort
Athletes don’t grow stronger by staying in their comfort zones, they grow by pushing their boundaries. No pain, no gain. It’s the same in business. If your goals aren’t making you stretch, you’re playing small. Real change happens when you endure discomfort and test your limits, pushing ahead when others quit.
It’s not diet, equipment or even training that drives the world’s most successful athletes; it’s a better mindset. The best athletes win not because they avoid discomfort, but because they train their minds to thrive in it. That’s where you’ll find your edge.
The Universe: Just believe
The final part of our ethos is probably the most powerful. We’ve built CoverMe by wholeheartedly believing in our business and that success is already ours. Every morning and every night, visualise what you want to achieve. No questions, no doubt. The power of belief transforms how you think, how you work and ultimately, how you win. The universe will align with your effort, but it all starts with your mindset.
This is the framework that’s behind everything we have achieved so far and everything we know we are going to achieve in the future. We hope it serves you as powerfully as it has served us.