Articles
Black, White & Gray
Bill’s “Success Blueprint” is based on 4 main principles:
- Be very clear in your goals and boundaries;
- Create a specific plan to achieve those goals and deal with your boundaries;
- Operate with integrity at all times;
- Develop “Good judgment.”
In this article he attempts to stimulate our thoughts on “black & white” versus “gray” when it comes to good judgement for everything in how we deal with our lives, our businesses, our clients and our members.
Bill quotes Jan Gunter, who describes good judgement as the act of “discriminative thinking” – analyzing both the short term and long term consequences of our actions and then basing our decision-making on the “practical wisdom and good sense of that analysis when deciding our paths in life.”
What is Black and White? Bad or Good? Wrong or Right?
Your word, your integrity, your intentions are black or white. Bill asks the question how do we deliver profitability and still not compromise our “black and white”? His answer is authenticity with integrity and character. Challenging us collectively to have a higher standar of “care” should position us as a true and accepted member of the healthcare continuum. (Shouldn’t we as tennis clubs consider ourselves members of that healthcare continuum, as well?)
Where does “Gray” show up?
Deliver service and make members happy, that’s where gray shows up. What is right for the member and fair for the club? Gray shows up when you know the right answer isn’t in te rulebook or the policy.
Where does “Black and White” show up?
Bill gives 3 examples for the case of black, white and gray showing up:
- You know in your gut the right answer but it’s not easy.
- You feel a sense of compromise to your integrity.
- You know your decision isn’t fair and appropriate.
Here’s where the good judgement comes in to balance the “Black, White and Gray” and think beyond the rulebook and show compassion for people. Bill ends with his assertion that doing the “right” things for the “right” reasons strengthens everyone’s resolve and creates “safety, security, consistency and commitment”. We should never compromise our values, but we should use good judgement in making decisions for the betterment of all involved.

Bill McBride is a health club industry veteran. He has worked in all aspects of sales, marketing, leadership, management, member experience and operations. He currently serves as the Co-Founder, President & CEO of Active Sports Clubs/Active Wellness. He also is the Founder, President & CEO of BMC3. He has served as the Chairman of the Board of Directors for IHRSA and MACMA (Mid-Atlantic Club Management Association), been a Board Member on ACE’s Industry Advisory Panel, Club Business Pro’s Advisory Panel, The Wellness Health Education Advisory Board and was a contributing faculty member of Club Success Magazine.
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