To transform the fitness industry through product innovation and inspired services.


To positively impact lives in the areas of physical fitness, youth leadership, and health promotion.

Corporate Values

SRG Athletics corporate values are designed to help us build a brand that our customers and the communities we serve can believe in and trust. Our values can be best summarized in seven words.

  1. Teamwork. Establish a collaborative environment to achieve greater results.
  2. Passion. Display strong enthusiasm towards our areas of focus.
  3. Integrity. Build a reputation for being honest and reliable.
  4. Respect. Value one another’s point of view.
  5. Humility. Regardless of outcomes we will remain free of arrogance.
  6. Service. Consistently serve our customers and communities to the best of our abilities.
  7. Diversity. Build a culture that accepts and embraces our individual differences.


Set, Ready, Go (SRG) Athletics is an Institute that will advance the transfer of lifelong learning skills in the areas of leadership, fitness, and health promotion to overcome the many challenges of the 21st Century and beyond. SRG Athletics’ strategic objective is Promoting Generational Excellence by fostering an unquestionable culture of ethics; credentialed leadership; alignment with certified best practices; and cross-functional teamwork to take an individual from where they are today to where they want to be in the future.

We define Promoting Generational Excellence as contributing to the progressive transfer of successive responsibility and accountability. Whether the members of SRG Force are adults (professional – nonprofessional, credentialed – non-credentialed) or youths (collegiate – high school or middle school – elementary), these two words (responsibility and accountability) are critical to their short-term and long-term success.

Each generation requires torch bearers and path-finders to light and point the way to the mountain top of destiny. The journey to one’s destiny is not without challenges. Societies as a whole have placed many expectations before us; however, these challenges are not insurmountable. The key is preparing the next generation through life-long learning building blocks and practices. Set, Ready, Go Athletics will engage and inspire all of mankind in Promoting Generational Excellence through our Domination Matrix.