Are you creating Sustainability?

David Bayliff
August 23, 2022

The 5 F’s!


The ability to be maintained at a certain rate or level.

When  it comes to business, it is common to think of sustainability as the potential for one’s business to maintain enough growth and success that it sticks around for a long time.

It is probably safe to say that companies like McDonalds, Walmart, and Amazon have built sustainable businesses.  It doesn’t look like they are going anywhere anytime soon.

Once giants Blockbuster and Blackberry (two of a plethora of examples) proved to not have sustaining power.

These two former bohemiths weren’t able, or failed to pivot and to adapt to changing times.

What exactly creates sustainability?

At UNCAGED, we believe that it involves giving intentional attention to the 5 F’s:

Fitness, Family, Finance, Fulfillment, Faith

Read those five words again.

You may realize that three - and possibly even four - of the five seemingly have nothing to do with business, and everything to do with one’s personal life.

You would be correct in your observation.

We stress over and over that one’s business growth will never exceed their personal development.  This is a huge reason why we devote an entire section on personal development in our program.

This thought is even backed by those who are far greater experts in their own respective fields than we are.

When broken down, it is easy to see how so much of our business success stems from our personal lives.

However, sustainability is about more than being able to keep going and keep thriving.  It is also about giving proper attention to all areas of one’s life in order to have all cups filled.  And, thus, the gas tank is full in order to prevent exhaustion and burn out.

It is not uncommon to hear from our students in the UNCAGED programs how they have let attention to their personal health slide.  

They struggle with work-life balance.  

Getting finances in order in both their practices and sometimes personal accounts can be confusing.  

They are challenged with getting things done for their businesses.

They also fight to attract the ideal client who serves them.

Finally, they put all of the burden on their own shoulders.

Perhaps these all sound familiar?

Don’t hear us wrong when we say that our students face such challenges.  This does not imply that they do not achieve their own successes, or that they are positioned to fail.

Quite the opposite.

We share this to help tell the story of the ongoing journey to sustainability.


How many times have you heard, or said to yourself, “If (I) don’t take care of (me) first, (I) can’t take care of others”?

This is more than true.

Addressing your own health and fitness stimulates all of that physiology stuff that you learned about that you know leads to feeling better about yourself.  

Ultimately, you have a more confident you.

Your patients, clients, your practice, and your family will all benefit from a healthier, confident you.

And when it comes to confidence, confidence sells.


So many people struggle with the work-life balance issue - i.e. family time.

This is true for everyone; whether they are an entrepreneur or they are employed in the corporate system.

One of the primary reasons - and one of the biggest “Why’s” for nearly all entrepreneurs (therapists, anyway) to start their own practices is to create more family time for themselves.

However, many feel guilty when they take time away from business related duties like seeing patients.


Remember why you started your practice.

Set boundaries.

Trust us.  You will have more energy and passion for working on and in the business when you allow yourself the time to be present with, and to enjoy your family.


This one applies to both professional and personal.

Come up with a solid game plan for where your dollars go each month.  Create specific accounts and be disciplined about putting the designated amounts (or percentages) in them.

When you can eliminate the money stress, your energy is freed up to focus on authentically serving others.

When you are led by serving rather than by the need to make money, you will attract far more people.

When everything is about the worry of a dollar, customers can sniff that out like a blue tick hound dog.


Business being busy is a great thing.  But it can also have its pitfalls.

If you are constantly working IN the business, it will eventually start to dwindle.  

Last week’s 25 visits total suddenly becomes 12 visits.

Panic ensues.

While many may think that having a waitlist is fabulous, putting people in que may actually be costing you thousands; at least a bunch of hundreds each month.

Of the clients that you see and the business relationships that you have, it’s important to ask: “Do they serve (me)?”

Or, are they people who you willingly treat because it’s a paycheck?  Perhaps you engaged in a relationship “because it got (me) clients”.

Believe you, me.  If that is the case, you will find yourself becoming burnt out with your own practice.

No bueno.

Make sure that YOU are being fulfilled in your business.


This may resonate with you.  This may be uncomfortable for you.  It is possible that you may disagree wholeheartedly.  

We are coming from a Christian based faith.  However, it is important to recognize that faith comes in many forms.  

Hebrews 11:1 describes faith as “...the assurance of things hoped for, and the conviction of things not seen.”

Thus, faith can even be as simple as talking to the Universe.  No one religion or way of life has a monopoly on faith.

However, let’s take the Bible as our example.

The Book is the single greatest “tell all guide” for every facet of our lives.

God (or your God/spirit) wants you to be successful in business and in life.

It may not seem like it at times, but that is because God doesn’t always grant us our prayers immediately.  He knows that sometimes we have lessons to learn first before we are ready to accept our rewards and not waste what we have been granted.

Ultimately, we do receive what is meant to be.

God specifically says “Give me your burdens to carry”, “put your trust and your faith in Me.”

Trying to shoulder everything on your own with no faith will lead you to despair.

If you are trying to “do it” all on your own, God will ask: “How’s that working out for you?”

Having sustainability is not only about your business enduring over the course of time.  It is also about making sure that key areas in your life are receiving attention, because these key areas are all intertwined and support each other.

Yes, there are times when one category may receive more effort while others may wane a bit.  

However, it is important to have a checks-and-balance system for each.  Doing so will help to prevent a loss in passion, burn out, and the end of your dreams.

We hope this has offered some light into the 5 key areas of Fitness, Family, Finance, Fulfillment, and Faith.  

Together, the 5 F’s can lead to a long and lustrous career.

Want to dive deeper into the 5 F’s?

If so, we would love to have you join us at this year’s UNCAGEDLIVE 2022 to be held October 6-9 in Denver, CO!

Your success is our success!

The UNCAGED team

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