For me fitness has always been about being a good example to others.
Helping others become fitter and healthier stemmed from when I witnessed my father go through his heart surgery as a result of his poor health.
A negative lifestyle [stress from work, booze, poor diet, lack of exercise] led to his heart disease and as a result he would have to have a life saving operation. Without it he only had a few months life expectancy.
This was the genesis to make sure I adopted a healthy lifestyle and in the process I wanted to help others avoid going through what my dad had gone through.
Finding out the best way to achieve this optimal health practice from the top people in exercise and nutrition, then disseminating that information to the people I work with is why they get results.
The goals we agree on before working together always have health improvement foundations, getting stronger, leaner etc may sound aesthetic but the underlying benefit to their health is massive.