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Personal Training Business Plan: Example & Template

Written by Megan Williams

What is a personal training business plan?

A personal training business plan is useful for any personal trainers wanting to go solo and set up their own personal training business. Putting together a personal training business plan will ensure you cover all the key events and information you need to successfully launch your personal training business. 

In this handy article, we have outlined detail of the different elements within a personal training business plan along with a downloadable template that you can start building on straight away. Our aim is to provide you with all the elements you need to be successful in kick-starting your personal training business and service.

Why do you need a personal training business plan?

Having a personal training business plan will make the process of starting any personal training business smoother. This may include opening your own personal training studio , becoming a self-employed personal trainer or freelancing for a gym. It can become very easy to quickly start working with clients and avoid planning out the bigger picture.  

Banks or Investors

If you need additional funding to get started with your personal training business , being prepared to showcase your full personal training business plan to potential investors or banks will put you in a better position. In both cases, you are looking to persuade these people to invest in your fitness business, if they can’t see a clear plan mapped out on why you are worth the investment you may be unsuccessful in achieving the investor or funding. This provides potential investors with the step by step process on how you are planning to get your personal trainer services running.

Approaching this situation with a fully mapped out personal trainer business plan shows that you have thought through all possible elements of the business strategically with evidence on how you have got to this stage to be successful in the fitness industry.

Self Motivation

If you are looking to become self-employed and go out in the fitness world as an independent personal training business has a well thought out plan in place that will keep you on track with your own personal business goals. Spending some valuable time putting together a personal training business plan will be beneficial in the long run to keeping yourself on track, this can be a document you constantly refer back to. A personal training business plan will be what continues to drive you to achieve your ultimate business goals.

Personal training Course Instructor tutor explaining to students

Summary & Pitching

The first section will be a summary of your overall business plan which will include business goals/aims, what the business does and any financial projections. The best way to approach this section is to complete it last once you have completed all the research for you to summarise. The purpose of this summary is to outline your business at a quick glance for somebody to understand your main goal and outcome.

Pitching your personal training business plan

A personal training business plan pitch will include a brief summary of what you do and what you are aiming to achieve. In your pitch, you should include your aims and objectives as a business, an overview of financial forecasts, business plan ideas and identify your USP.

The pitch should only be a few sentences long and ensure it is all relevant material avoiding any repetition or filler. The idea of the pitch is to attract your listener, an indicator of a successful pitch is your listen asking questions or wanting to know more about your pt business plan.

Personal background

This section is to outline your own personal background this section will help you outline your strengths and potential weaknesses for listeners to understand. 

Use your experience and expertise to boost credentials

Your qualification and experience will have high value in this section with the opportunity to showcase how you have educated yourself and the route you have followed. If you have undertaken additional studies including continuous professional development courses, this is a good place to showcase this.

This is also a good opportunity to identify any training you may need to still undertake to work on yourself, this demonstrates that you have a focus on personal growth and are planned for this. This is a beneficial section to understand for personal growth, working on identifying your own strengths and weaknesses will highlight any sections of the business you may need additional support or training in prior to starting.

Nutrition coach completing online learning on Ipad

Product or service

Personal training is positioned as a service business as you do not sell a physical product, you offer time and experience to your client’s fitness journey. In this section, you will highlight your core service, will you just be offering personal training sessions or is there an option to build out nutrition meal plans? Use this opportunity to explain your service in detail including what you offer the client, how you plan to deliver the service and any resources needed for this.

Outline your USP

In this section, it is also important that you highlight what makes you different and how your knowledge, experience and background has created a USP for your personal training service.

In order to be successful in launching your personal training business, you would need to have an in-depth understanding of the market you are entering. This includes carrying out market research within the potential clients operate in. After this point you will be able to build out a marketing strategy based on your understanding of the client market, this will ensure you are marketing your business in the most effective way.

Target Market research

Gathering marketing research is the process that helps determine the success of your new service which is conducted in line with your potential clients. Market research is carried out by companies to discover their target market in more detail by gathering opinions and feedback on particular interests.

To carry out successful market research you should gather information which providers you insights on the following:

  • Current behavioural habits of your clients?
  • How big is the personal training market?
  • How much competition is there?
  • What are the buying habits of your potential clients?
  • Current market trends for pt businesses?

pt business plan example

Create a marketing strategy

Once you have completed your market research you will be in a good position to map out your marketing plan strategically. Your marketing plan is a huge contributing factor to running a successful business, without this potential clients will not come across your business which impacts revenue and profit. 

When creating a marketing strategy you may find the cost can be daunting, however, you should consider marketing as a personal business investment for which you calculate the return on investment as this is essential to your business success. Whilst you are going to have to invest money into marketing, there are also options that aren’t as costly to include within your strategy such as word of mouth, attending networking events and running social media accounts. Marketing has a direct impact on your business which is why it is essential to ensure you cover everything you can to benefit from the market share. For this reason, we have covered everything you need to know to build out a marketing plan with our beginner’s guide to personal trainer marketing and advertising.

Competitor analysis

Competitor analysis is a good exercise to complete to ensure you are entering the market in a strong position. To complete a detailed competitor analysis you should carry out thorough research into who your competitors are, their service, their location, their pricing and their strengths and weaknesses. 

Once you have completed this, you should complete a swot analysis on your own personal training business compared to competitors within the market. Doing this will help you identify any pain points you may have as well as a USP which will prove to be a strength within the fitness training business.

Operations & logistics

Operation and logistics are a fundamental part of the business particularly for those setting up their own personal training studio or personal trainer freelancing . This includes evaluating elements of the business operations such as training space and location, suppliers of gym equipment, how to sustain your equipment and any additional products you may need to operate successfully as a business.

Understanding inventory & logistics

This section applies to individuals who are looking to set up their own personal training studio , you should use this area to cover details on where you will be delivering your personal training service, what locations, the facilities you will be using and how you regular sustain any equipment or software.

If you are planning on becoming a freelance personal trainer who is working within different gyms, this section may not be applicable to you as it focuses on how your service will be sourced and delivered.

Pricing strategy

A pricing strategy will help you work out what profit margins you are working towards and understand at what point you will break even and start making money once you have factored in the costs and investment.

When figuring out your price point you need to consider the business needs and client needs, if you are just starting out as a personal training business performing at a higher-end price point is likely to penalise the business success. You need to choose a price which is going to accommodate the business operations as well as appeal to potential clients.

Cost & expenditure planning

As the final part of your personal training plan, you will need to calculate the cost and expenditure involved in how you are planning to operate. This will include calculating gym rent, advertising and marketing, legal costs, personal training equipment, personal training studio rent or gym rent.

Pt business plan: Template

To make the process easier we have put together a personal training business plan template for you to download and use. This template provides the all-important sections needed to create a detailed pt business plan to help you set up your fitness business for success.

Personal training business plan template

Personal Training Business Template – Download Now

Personal trainer business plan conclusion

Writing a pt business plan may seem like a long and daunting task when first faced with it, however completing this is a valuable exercise for your success as a personal training business. As business owners, it is important that this plan is revisited and revised when applicable to ensure your business path and goals are continuously on track and up to date. 

Cash flow may seem slow when getting started but with a plan as detailed as this in place, you will be prepared which will motivate and push you into improving your revenue streams. It is important to remember you are a new business and you are likely to face challenges but just take them head-on and create a learning hurdle from them knowing you have a strong business plan in place. Spend hours completing a personal training business plan to make a worthwhile investment in your personal time and energy later on down the line.

pt business plan example

7 Simple Steps for Writing a Personal Trainer Business Plan (with Templates)

  • Last Updated: 25th November 2022
  • Personal Training Resources
  • Editors: Harry Griffiths
  • Verified By: Abbie Watkins

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If you’re just starting out on your own as a PT, writing a personal trainer business plan is one of the most important first steps you’ll have to take.

In this article we’ll cover:

Why Do I Need a Personal Training Business Plan?

Step 1: write your personal trainer business plan summary.

  • Step 2: Detail Your Qualifications on Your PT Business Plan
  • Step 3: Pinpoint What You Sell When Writing a Personal Trainer Business Plan

Step 4: Perform a SWOT Analysis as Part of Your Personal Training Business Plan

  • Step 5: Outline Your Marketing Strategies in Your PT Business Plan
  • Step 6: Include Your Financial Plans & Projections in a Personal Trainer Business Plan
  • Step 7: Conclude Your Personal Training Business Plan with a Closing Statement

Before you start with your PT business plan, there’s one thing you should always factor in, and that’s professional development.

With OriGym’s specialist Level 4 courses , especially our Level 4 Sports Nutrition Course , you’re able to set yourself apart from the competition and ensure your business can thrive in a competitive industry.  Download our free course prospectus to find out more !


12 ways you can boost your pt income.

personal trainer business plan 1 image

Before we look in detail at the process of writing a personal trainer business plan, it’s vital to understand why you should produce one. 

In short, a personal trainer business plan acts as the guide for where your business currently is, where you aspire to be, and how you’ll get there.

As you can imagine, this is vital for establishing your business and plays an integral role in:

  • How to make money as a personal trainer
  • How many, and the kind of, clients you attract
  • How you market yourself
  • Who your competitors are, and how you’ll beat them

It’s easy to assume that you’ll be the only person who’ll see the business plan for your personal trainer business but it will play a vital role in securing external funding if that’s what you need.

You will have to show prospective investors what you plan to do with your business and outline every detail if you’re looking to secure money from a third party.

Ultimately your personal trainer business plan is an opportunity to showcase your brand and display what you’ll be contributing to the fitness industry. 

personal trainer business plan 2 image

Every successful personal trainer business plan should start with a summary. This is an overview for readers and potential investors, covering:

  • Who you are
  • What your business offers, and your target market
  • Your financial state, and projections for the future
  • Your marketing strategy
  • Plans for the future

Despite it seeming simple, this is one of the most crucial parts of any business plan for a personal trainer because it’s the first impression you’ll make. 

You’ll need to summarise for the reader what you’ll be covering so they’ve got a good snapshot of your business and the service you will provide.

This personal trainer business plan example from CIBT Visas, a global financial company, is a great illustration of how it should be done:

corporate personal trainer business plan image

Just from this short section, we find out a few key points about CIBT, including:

  • What they do
  • Where they operate
  • Their core values
  • What they aim to achieve

This should essentially contain your personal trainer mission statement and what you intend your brand to achieve and fulfil!

Your next sections will expand on these key features, and offer a more in-depth look at what you do, and where you can take your business.

Step 2: Detail Your Qualifications on Your Personal Trainer Business Plan

certificate personal trainer business plan graphic

Following your summary, your personal training business plan should lead into a comprehensive inventory of your qualifications and certifications.

This serves a few different purposes. For any potential investors or banks, you’re proving that you’re well-positioned to provide a service to your clients.

Each qualification is an indicator to those who want to put money into your business that you’re a professional able to bring return on their investment with trustworthy expertise.

Each one is also an example of the different areas your business could branch into in order to grow and develop. For example, any specialist Level 4 master personal trainer courses you’ve completed  show a potential for advancement .

You should include a list of qualifications as well as where they come from. This will show that you’ve completed a course with a reputable provider and allows potential investors to see your credentials.

You should list them simply, like in our own personal trainer business plan sample below:

Diploma in Personal Training - OriGym COE Level 3 Exercise Referral - OriGym COE Level 4 Advanced Sports Nutrition - OriGym COE First Aid for Sports - British Red Cross CPD in Strength and Conditioning - OriGym COE

This list offers a comprehensive overview of our example PT’s qualifications, as well as where they were achieved. 

CPD fitness courses will also help demonstrate a wide ranging skill set and areas that your business could potentially branch into! 

Step 3: Pinpoint What You Want to Sell When Writing a Personal Trainer Business Plan

target personal trainer business plan graphic

Next up for your personal trainer business plan is detailing exactly what it is that you intend to sell and how you plan to cater to a particular audience and customer base.

This should be one of the most extensive sections of your business plan template. As a personal trainer you need to put trust in your services and your ability to meet other people’s fitness goals as well as those you have for your business.

This is your opportunity to detail all of your revenue streams and the different ways in which you intend to make money for your business.

This is also a way of illustrating why there’s room in the market for your business to cater to a particular demographic and offer a service that there’s a want or need for!

This may sound simple but plenty of trainers will miss out revenue streams from their personal training business plan, or don’t detail potential opportunities for expansion and selling other services or products.

Most PTs will have several revenue streams and you want to make sure you detail all of these without putting too much emphasis on the most lucrative ones.

For example, you don’t want to just detail your one-to-one training, despite it probably being your main source of income!

money personal trainer business plan graphic

Some of the revenue streams you might want to include on top of this are:

  • Online or face to face seminars
  • Nutrition consultations
  • Affiliate marketing with prominent brands such as sportswear and supplement brands
  • Personal trainer tutor for a training provider
  • Workout guides or ebooks
  • Speaking at fitness or educational events

You also need to find your personal training target market . 

Something holistic like ‘gym goer’ is too broad and will hinder your ability to create marketing strategies and develop your business.

Expand The Services of Your PT Business!

Grow your business with our Level 4 Sports Nutrition Course, combining personal training with nutrition advice!

Your target market is the ideal customer and should be directly linked to the services you’re offering. 

You need to be able to show why you’ve chosen this demographic and how your product or service answers their specific needs.

Again, the more specific you can be the better. Some examples include:

  • People with physical health conditions or impairments
  • People with long term health conditions during rehabilitation 
  • Women under 30 looking for postnatal classes
  • Athletes looking for strength and conditioning training

menopausal personal trainer business plan image

We’ve written our own personal trainer business plan example for this particular section that you can use as a template:

My business offers one-to-one, bespoke, personal training sessions for women who are 40 years of age or older.  My services predominantly focus on helping women use exercise and nutrition to deal with the symptoms and stresses of menopause. My research suggests there is a huge need for a combination of services such as mine, offering nutrition and exercise programmes to help women with some of these issues. All of my qualifications uniquely equip me to work with this demographic to provide a much needed service. I offer nutrition sessions one-to-one, building recipes and selling them as a recipe guide, or working with individual clients to build bespoke nutrition plans. I also offer personal training sessions one-to-one or in groups with other women of the same age or same symptom experience.  Because of how common these issues are in this demographic there’s also a huge demand for seminars and educational sessions in partnership with women’s charities and other healthcare professionals. I provide consultancy on these issues as well as being available for talks and seminars online or in-person for various institutions.

This business plan template for a personal trainer company can be used as a jumping off point and fleshed out for your own brand!

SWOT analysis personal trainer business plan graphic

The next thing you will need to perform for your personal trainer business plan is SWOT analysis.

Personal trainer SWOT analysis is vital for determining what you’re doing well and if there’s any sticking points, preventing your business from growing and developing as it should. 

SWOT stands for:

  • Strengths - these are the elements you think makes you stand out as a PT making your business unique 
  • Weaknesses - this is where you’ll reflect on any areas for improvement or development 
  • Opportunities - building on the above, decide on actions that can be taken to improve your business and develop your brand
  • Threats - this last step is to assess whether there’s anything stopping these actions from being taken or potential disruptions to how you might want to grow and develop your business

By performing these steps you’ll have an idea of how you can promote your USP and reinforce the other sections of your business plan, realising what gap you’re filling in the market.

You’ll also be able to identify any room for improvement and things that you can do to allow your business to grow.

This will help you by identifying exactly what your next moves are and how you can grow your business moving forward.

This will also help to show potential investors that you’re aware of the challenges your business might face and how you’re prepared to meet them and adapt your business accordingly.

This makes you seem like a more trustworthy investment and somebody who’s aware of how best to return on that investment and grow your business and income!

Step 5: Outline Your Marketing Strategies in Your Personal Trainer Business Plan

marketing personal trainer business plan graphic

Another vital part of a business plan for any personal trainer is outlining your marketing strategies. 

This is vital for both you and any potential investors or collaborators. Here, you’ll outline the specific techniques and campaigns you will use to grow your business and gain new clients!

Showing your marketing plan will also reinforce your understanding of your target market because the particular strategies you use should be dictated by who you’re marketing to.

Identifying Your Target Market

target market personal trainer business plan graphic

If you’re writing a personal trainer studio business plan, what’s the age range of your prospective clientele?

As we mentioned earlier, you need to make sure you’re as specific as possible with your target market.

The more specific you can be about the demographic the more specific you can be in targeting them, based on their behaviour and interaction with different platforms.

Using Social Media Platforms Relevant to Your Target Market

social media personal trainer business plan graphic

You need to make sure you’re aware of which platform is most used by your target age range. 

This is so that you can demonstrate that you understand the best way to target this specific audience with your marketing. 

For example, Facebook tends to be used by an older generation of users so this should be one of the predominant platforms you use if you’re catering to an older age range.

If you’re targeting young women, for example, you should target platforms such as TikTok and Instagram that are dominated by this younger demographic.

However, some platforms such as Google are frequented by everyone and are a worthy investment no matter your target market.

Using Ads on Social Media

facebook personal trainer business plan graphic

You should also include information about any existing personal trainer marketing strategies you’ve implemented. 

This will show your progress and illustrate your understanding of including this in your SWOT analysis and your awareness of how best to reach your target market.

You can include a screenshot of any existing ads you have on social media but you also need to ensure you include details of any spending and your projected spends on future strategies.

You should also detail any spending you’ve already done for advertising and marketing efforts.

This should include the costs for the maintenance of your existing marketing strategies, as well as any projections for future ones such as getting PT referrals or affiliate marketing.

Showing the Impact of Your Marketing Strategies

impact personal trainer business plan graphic

You should also make sure you include figures you have about the impact of any existing strategies you have in place.

For example, you might show the reach and engagement of certain ads you’ve had on social media platforms.

This will show what’s worked already and support any request for funds if you can show how and to what end your budget for marketing has worked.

In terms of showing what you’ve already done, this might be simply including a screenshot of what you’ve already spent on your advertising and any leads or impressions generated as a result.

For example, here’s an image of the leads generated by our own Facebook ads within a month:

fb ad leads personal trainer business plan image

And here’s what it might look like to show what you’ve spent in order to generate those leads:

fb month spend personal trainer business plan image

This will show a potential investor that your existing spends have been successful and will be considered in terms of how much you can borrow or get.

This way you’re showing that what you’ve spent already has been successful and what you need to continue to spend in order to maintain that success.

However, you may not have already done any marketing in this way. If you’ve worked in a gym chances are you have to promote your own services but you might not have been solely responsible for things like ads and email marketing. 

If you’re just starting out, and this is the case, you should just include projections based on your market research.

Make sure to focus on the aforementioned factors, including any financial projections you can make. 

This way you’re still showing you’re aware of exactly what you need to do and what you need to monitor in order to have a successful marketing campaign!

If you found this section helpful, you can find out more about marketing your personal trainer business with some of our other articles below:

  • Personal Trainer Marketing Strategies & Tips
  • How to Use Google My Business as a Personal Trainer
  • Personal Trainer Social Media: Ideas, Examples & Schedule

Step 6: Include Your Financial Plan and Projections in a Personal Trainer Business Plan

projections personal trainer business plan image

If you’re trying to secure money from a third party for your business, probably the most important sample of your personal trainer business plan is your financial projections.

The level of detail you include will depend on where you’re trying to secure funding from and how far into your business you are.

For example, this will look different for a personal training studio business plan than if your services are online or from home. 

It will also depend on some of the other features from our personal trainer business plan examples, such as marketing.

If you’ve only just started then your marketing costs will be projections rather than the screenshots we included in our own personal trainer business plan sample. 

You’ll need to detail not only what your expenses are or will be, but exactly how you see your business making and maintaining a steady financial flow.

No matter what your brand is, when you’re writing a personal trainer business plan you need to make sure you include the following crucial elements:

  • An income statement
  • A balance sheet
  • A cash-flow statement

We’ll run through each of these now so you know exactly what they entail and why they’re important for any successful personal trainer business plan.

An Income Statement 

income personal trainer business plan graphic

An income statement is a crucial part of any business plan template and a personal trainer business is no exception.

This is a statement that shows how much money you’ve made after your expenses and taxes are deducted from your income. 

Any business will keep this anyway for tax purposes and it can be helpful to have those numbers in front of you when you’re looking at ways to grow or streamline your business.

This is especially useful for anybody looking to invest or support your business financially because it shows your business’s profit and success.

It will also show any losses made and where they’ve come from so you can make any alterations.

This will inform and reinforce other parts of your personal trainer business plan. For example, having these figures ready will help you with your SWOT analysis.

Throughout your career you will have to complete an income statement for your business every fiscal quarter.

However, when you’re starting out, and for the purposes of the personal training business plan, you should do one every month for a year where possible.

This will also depend on your personal trainer business registration because your taxes will depend on whether you’re a sole trader or a limited company.

You should check this or use a business plan template for your personal trainer income statement.

A Balance Sheet

balance personal trainer business plan graphic

Your balance sheet is a calculation of what you have versus what you owe, giving a sum that shows the equity of your business. 

On one side it will list your business assets, which are things you own and could be liquidated and turned into cash. On the other side it will show liabilities, which are what you owe.

Most people will have a mixture of short and long term assets, called ‘current’ and ‘noncurrent’. 

Current assets are those which you could turn into cash within the year so either cash you currently have or accounts receivable (invoices from clients who are yet to pay).

Noncurrent assets are those which you don’t expect to liquidate in the near future.

This includes things like equipment or, if you’re writing a personal training studio business plan, you’d include property on this list too.

This is only in the list of assets if you own the property, though. If you’re renting a space or you’re paying off a mortgage, this would be in the liabilities section.

Liabilities will mostly be related to starting your business and any loans or any costs you got on finance.

Being able to show a healthy balance of these two things is a vital part of your business plan as a personal trainer because it shows the financial health of your company.

Showing that these things are well balanced will demonstrate to a bank or any potential investors that you’re a trustworthy business and will be financially stable enough to repay any money lent.

You should subtract the amount of liabilities from your assets to show the equity of your company.

A Cash Flow Statement 

cash flow personal trainer business plan image

Any business plan template for a personal trainer business should also include a cash flow statement. 

This is similar to an income statement but instead of just showing how much money you have after your outgoings this calculates the ‘flow’, i.e how much you have consistently coming in and out of your business.

Ideally, you want to be able to show that the flow of money is always positive, meaning you take in more money than you’re spending on expenses. 

Including this in your business plan serves a similar purpose to an income statement in regards to the SWOT analysis too.

Having these figures showing the cash flow will help you identify what’s working best to make money as a personal trainer , and where you could improve or cut back on expenses. 

The cash flow statement should show where your money is low and where there may be a surplus, meaning you have some opportunity to spend or redistribute some funds.

Having these figures will not only help you adjust your business but will also give a good indicator to investors or potential lenders of your financial stability as a business.

Step 7: Conclude Your Personal Trainer Business Plan with a Closing Statement

tick personal trainer business plan graphic

Last but not least, you should end your personal trainer business plan with a closing statement.

This will serve a similar purpose to your summary from step one but you can now summarise based on everything from the other sections.

This will act as a conclusion and an indication of where your business is up to and what you see as the next important steps.

This will help you to decide what you want to do with your business and the most immediate concerns and actions you need to take.

This will also act as an indicator to investors and lenders that you understand and know what to do with the data from previous sections.

If you can assess your business and read through your PT business plan to make some decisions, this reinforces your understanding of your business and your trustworthiness as a business owner!

After all, in any sample personal trainer business plan this is your opportunity to summarise your successes and illustrate that you understand how to fix any issues, and adjust accordingly.

Before You Go!

Hopefully now you’ve seen our personal trainer business plan examples, you feel ready to start writing your own!

Don’t forget you can grow your business by learning new expertise and skills and offering new services. You can do this with our Level 4 Fitness Courses , especially our Advanced Sports Nutrition qualification .

Find out more by getting in touch with our team today and download our course prospectus to see how else you can continue to grow your business.

Written by Jessie Florence Jones

Jessie has a 1st class honours degree in English Literature from University of Leeds and an MA in English Literature from Durham University. Naturally Jessie has a real passion for writing especially about film, culture and wellbeing. Outside of writing she loves hiking, country walks and yoga, which she has been doing religiously over lockdown.

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Personal Trainer Business Plan

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If you are a personal trainer or want to become one, chances are that you’d want to start your own business at some point in your career.

Having your business gives you autonomy and lets you work with clients you’d want to work with. It also helps your day become more flexible.

A personal trainer business plan can help you work through every aspect of your business.

If you are planning to be a personal trainer, the first thing you will need is a business plan. Use our sample personal trainer business plan created using Upmetrics business plan software to start writing your business plan in no time.

Before you start writing your business plan, spend as much time as you can reading through some examples of the gym and fitness-related business plans .

Industry Overview

The personal trainer industry stood at a market size of 12.9 billion dollars in 2021 and isn’t about to slow down any time soon.

The increase in demand for personal trainers is due to the increasing number of people who prefer to work out at home.

Also, with the pandemic and social distancing norms, people working out at home with personal trainers has only increased.

And although it might seem relatively simple to start working as a trainer, you need to keep multiple things in mind to have a stable source of income.

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Things to Consider Before Writing a Personal Trainer Business Plan

Do your research.

Research is an extremely important aspect of starting any business. It helps you understand what you are getting yourself into. It helps you understand every aspect of your data better and make better strategic decisions as per the same.

Know your target market

Knowing what your customers want , who they are, what influences their decision, how they do they avail services, and even what social media sites they use the most is important to serve your target audience better.

Decide upon a business structure

You could either set up a facility or start providing services at your client’s home, but having a business structure is essential. Your business structure would decide the amount you pay in taxes, the paperwork you’ll have to do, as well as the liability on your personal assets.

Pick the type of services you’ll provide

You can either provide services from a facility, at home, or even through online mediums now. Consider what fits your client’s and business needs the best before picking the type of your services.

Write Your Business Plan

Having a business is in no way a cakewalk. From managing your finances to promoting your services you’ll need a plan for everything.

Reading some sample business plans will give you a good idea of what you’re aiming for and also it will show you the different sections that different entrepreneurs include and the language they use to write about themselves and their business plans.

We have created this personal trainer business plan example for you to get a good idea about how a perfect personal trainer business should look like and what details you will need to include in your stunning business plan.

Personal Trainer Business Plan Outline

This is the standard personal trainer business plan outline which will cover all important sections that you should include in your business plan.

  • Market Validation
  • Short-Term (1 -3 Years)
  • Long Term (3-5 years)
  • Mission statement
  • Keys to success
  • Fitjets – 3-Year Financial Highlights
  • Company Ownership/Legal Entity
  • Interior Operating Facilities
  • Hours of Operation
  • Startup summary
  • Exercise Instruction and Demonstration
  • Fitness Consultation
  • Planning & Monitoring Exercise Programs
  • Planning & Monitoring Nutrition Programs
  • Customer Service
  • US Fitness Market Size
  • Market Trends
  • Online Fitness Market Trends
  • Fitjets Market Distribution
  • Comparison Table
  • Competitive Advantage
  • SWOT analysis
  • Marketing and Promotion Programs
  • Positioning Statement
  • Marketing Channels
  • Pricing strategy
  • Organization chart
  • Management Team
  • Hiring plan
  • Important Assumptions
  • Brake-even Analysis
  • Profit Yearly
  • Gross Margin Yearly
  • Projected Cash Flow
  • Projected Balance Sheet
  • Business Ratios

After getting started with Upmetrics , you can copy this personal trainer business plan example into your business plan and modify the required information and download your personal trainer business plan pdf or doc file. It’s the fastest and easiest way to start writing your business plan.

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Download a sample personal trainer business plan

Need help writing your business plan from scratch? Here you go;  download our free personal trainer business plan pdf  to start.

It’s a modern business plan template specifically designed for your personal trainer business. Use the example business plan as a guide for writing your own.

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How To Write A Personal Training Business Plan (+Bonus Templates)

Ljubica Buha

  • March 3, 2023
  • For Personal Trainers

pt business plan example

Now that you’ve opened a personal training business, you have to run it. To ensure that your fitness business is a success, you need to create a personal training business plan .

Whether you are writing a business plan for a fitness business or any other type of start-up, a good business plan needs to comprise many different components. It is a good idea to use a template to ensure you include everything necessary.

A good business plan must include the following sections :

  • Market analysis
  • Competitors
  • Marketing and sales plan
  • Financial plan and future projections

The goal of creating a personal trainer business plan is to ensure that there is a niche in the market for your offering. Also that you will manage to generate enough revenue to continue operating after having made all the start-up investments.

Below is a more detailed breakdown of what you need to include in your business plan .

Summary and Pitch

The most basic thing you need to include at the beginning of your business plan is your pitch or summary . It serves as an overview of your personal trainer business and provides basic information about your business and your mission statement.

Make sure you include the following in your business plan:

  • The what – what are your goals?
  • The why – what is your mission?
  • The how – what will you do to succeed?
  • The big picture – what is your vision?

The summary, also called the pitch, needs to attract attention . It must be concise and clear . However, it should not feel rushed. Don’t skip important parts while avoiding excessive wordiness. Make it yours. Make it unique – just like your business.

The reader of your personal trainer business plan summary needs to have no doubts as regards what you do, what your goals are, and how you are going to reach them.

Background Information

Background Information

In this part of your personal trainer business plan, you present the owner’s (or owners’) experience, qualifications, and goals . It gives the reader an overall idea of who is behind the business name . For you, it serves as a way to get a better picture of your strengths and weaknesses .

You will gain a clear view of your strengths, and where you need more experience . You may realize that some aspects of the business need to be outsourced so that you can spend your valuable time on something else.

This knowledge will be especially useful when your business grows and you will not be able to take care of everything yourself. Knowing yourself well will help you decide what you should still do yourself and what you should better delegate to someone else.

Market Analysis

Your personal trainer business plan needs to include market analysis. Consider your location, other gyms in the area, and your local demographic. The latter is very important. You have to gather as much information as you can about your target demographic . You need to know who they are, what their typical behaviors are, and their reasons for using your service.

Why is this detailed knowledge so important? Because the more you know your potential customers the better you will be able to attract the m. You will know in which areas you need to stand out and how to make your services more appealing to your audience.

You need to know exactly who you are targeting. Narrow down and define your target market . Is it students? Schools? Aspiring athletes? Working people? Executive women in their 30s and 40s wishing to improve or achieve their fitness? Or maybe people over 50 years old aiming to improve their health and prevent illnesses? Or could be even a narrower group, for example not athletes but specifically cyclists.

Once you have identified your target market, find out exactly what type of personal training type they are looking for and provide reasons for choosing your business.

Products and Services

Products and Services

Obviously a personal trainer offers a service . You may, however, also include certain products in your offering . In this part of your personal trainer business plan, you specify the services and products you offer.

Include the list of products and services together with the prices . You could offer many different things, such as in-person personal trainer sessions, online training programs, specialized workshops, as well as fitness-related products.

Apart from listing the products and services and the pricing, you need to specify who will purchase them, how they will be delivered, and how they will benefit the customers.

Consider including the following in your personal training business plan:

  • Bio print analysis
  • Individual personal training services
  • Indoor and outdoor fitness sessions
  • Nutrition consulting
  • Nutritional products and diet supplements
  • Online and in-person seminars
  • Online personal training services
  • Personal training tutoring
  • Personal training for groups
  • Public speaking
  • Workout guides

This section of your personal trainer business plan is where you outline your funding needs . You should provide information about the costs of starting and growing your personal training business. You need to be exact about the amount of money you need and specific about where you are going to spend it .

Provide a detailed breakdown of profit, loss, cash flow, breakeven figures, and capital expenditure required for start-up. Plan for one, three, and 5 years in advance.

The initial investment needed to open a personal trainer business is quite low. You may need to obtain a certification which shouldn’t cost more than $2,000. You will also need to pay for liability insurance, which shouldn’t cost more than $200-$300 per year.

Additionally, remember the initial advertising cost. You should apportion about  $1,000 for it. You will most likely need some business cards , fitness flyers , or even a newspaper or radio ad. Also, pay attention to your online presence- factor in the costs of running a website and social media accounts and advertising.

Operating Costs and Pricing

In this section of your personal trainer business plan, you have to present the pricing, and justify it by taking into account your competition, the need in the market, and by proving that your pricing system is viable. You can achieve that by calculating your margins either per hour or (better) per month.

Think about the reasons for choosing a certain price and what that choice will mean for your business .

If you opt for a budget price , you need to remember that you have to be able to generate a large volume of sales and accommodate them. On the other hand, if you decide to go for a high-end price you need to make sure that you provide high-end quality of the location, the service, and the products you offer.

Some personal trainers go for a fixed price , say $85 per hour. They justify a high cost with their experience and a promise of providing whatever equipment is needed for each customer.

Other personal trainers suggest offering different services at different prices , depending on the expertise needed, the complexity of the program, and the equipment required.

Yet others prefer an open pricing model with individual prices provided via negotiation.

Marketing and Advertising

Marketing and Advertising

They may look and sound similar, but marketing and advertising are not the same things . You need to know the differences between them.

Advertising could be described as the placement of marketing. If giving someone a business card is an advertisement, then what is on the business card is marketing.

Building a marketing strategy requires creativity. It’s about exploring and analyzing different types of customers and generating ideas for making your business offering appealing to them.

However, your personal trainer business plan should only include your advertising strategy.

Always remember that one of the biggest factors making or breaking a business is not what it offers but how well the marketing and advertising strategies have been created and executed . You might be the best personal trainer out there with all the knowledge and skills one might ask for, but without a well-designed and implemented marketing and advertising strategy you won’t have anyone to train.

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Financial Projections

Lack of previous experience and supporting evidence, creating a financial forecast may seem impossible. You may feel like you have no clue where the numbers are supposed to come from. The best thing you can do is to try to be as level-headed and realistic as you can .

Start by listing all of your fixed and variable costs and personal living expenses to figure out how many clients you need to have to break even. If you are new in the financial field and lack information, consider practicing CFA study materials, as it will help to have the basics of financial analyses.

It may be difficult at the beginning, but try to incorporate different sources of income . Do not place all the eggs in one basket by, for example, relying on a one-on-one training service to provide the biggest part of your revenue. Be realistic and think of ways to make money on different services and products you offer .

When your business grows, don’t be afraid to raise prices . Even a slight increase in the hourly rate or the prices of products will surely add up throughout each month. Try to increase your revenue by offering additional products and services to your established customers, for example, supplements or specialized pieces of equipment. Help them see your business as a “one-stop-shop” for all their fitness needs.

Samples and Templates

Now that you know what to include in your personal trainer business plan, it is time to look at some examples . It will help you see not only what to write but also how to present it. Always remember that each business is unique (and you certainly want your business to stand out), so never copy someone else’s business plan. Use it as a guide to creating your very own personal trainer business plan .

Take a look at the examples and templates below and get inspired.

  • Dragon Fitness Training was created as an academic exercise.

Dragon Fitness Training

  • Personal Trainer Business Plan Template is a downloadable Word document

Personal Trainer Business Plan Template

  • Personal Trainer Business Plan worksheet contains blank spaces that you need to fill out. The sections are Mission Statement, Market Analysis, Revenue Streams, Operating Plan, and Marketing Plan.

Personal Trainer Business Plan worksheet

  • Catalyst Fitness is a CrossFit business plan and includes a detailed risk assessment, too.

Catalyst Fitness

  • The Yoga Lunch Box is a comprehensive yet straightforward template for a yoga studio business plan that can serve as a reference.

The Yoga Lunch Box

  • Fitness Texter provides a guide with questions to ask yourself which will help you create a business plan.

Fitness Texter

FAQs about creating a personal training business plan

1. what are the key components of a personal training business plan.

An executive summary, a description of the company and its goals, a market study, sales and marketing plans, financial predictions, and a management and operations plan are often the main elements of a personal training business plan.

2. How do you identify and analyze your target market in a personal training business plan?

You must take into account variables like age, gender, economic level, geography, fitness goals, and favorite workout style when identifying and analyzing your target market.

Online research, focus groups, and questionnaires can be used to collect this data. You may develop powerful marketing strategies and offerings that satisfy the needs of your customers by researching and understanding your target market.

3. What strategies should be included in a marketing plan for a personal training business?

Social media marketing, content marketing, referral marketing, and community involvement are all important marketing tactics for a personal training firm .

A large audience can be reached through social media, and expertise and authority can be established through content marketing . Referral marketing can produce new clients, and community outreach can build partnerships with local businesses and groups.

4. How should financial projections be calculated in a personal training business plan?

A personal training business plan’s financial estimates should be supported by thorough market analysis and reasonable hypotheses.

Revenue, expenses, profit and loss, cash flow, and a break-even analysis should all be projected. Start-up expenses like those for rent, insurance, equipment, and marketing should also be taken into account.

5. What are the typical start-up costs associated with opening a personal training business?

Equipment, liability insurance, rent or lease, marketing charges, and legal fees are typical start-up costs for a personal training firm.

Free weights, resistance bands, cardio machines, and mats are examples of equipment costs. It’s critical to get liability insurance to defend against potential legal action. Rent or leasing will depend on the facility’s location and size.

6. How can a personal trainer differentiate their business from competitors in the market?

By emphasizing their unique selling proposition (USP), such as a particular training method or specialized services, a personal trainer can set themselves apart from rival businesses.

Additionally, they can provide each client with individualized attention and personalization while also fostering long-lasting connections with them through excellent customer service and effective communication.

7. What are the most effective pricing strategies for personal training services?

Hourly rates, package prices, and subscription models are all viable pricing options for personal training services .

While package pricing can provide reductions for numerous sessions, hourly rates can be advantageous for single sessions. For a recurrent cost, subscription models may provide continued access to personal training services.

8. What legal considerations should be addressed in a personal training business plan?

Liability insurance, client waivers, and the creation of company entities can all be considered legally in a personal training business plan. While client waivers can exempt the personal trainer from liability, liability insurance is necessary to defend against any litigation.

Liability protection can also be obtained by selecting the appropriate business structure, such as a sole proprietorship or LLC.

9. How can technology be utilized to enhance the services offered by a personal training business?

Via online scheduling software and apps , virtual training sessions, and fitness tracking apps, technology can be used to improve the services provided by a personal training firm.

Customers may find it simpler to set appointments using online scheduling, and virtual training sessions may enable a company to reach customers who are not close by. Clients who use fitness tracking applications can monitor their progress and maintain motivation.

10. How should a personal training business plan be revised and updated over time to stay relevant and effective?

A personal training business plan needs to be updated and amended on a regular basis to account for market and industry changes.

This can involve reviewing new services or technologies, revising marketing plans, and updating financial estimates. The business can respond to changes in the market and customer needs by routinely reviewing and updating its business plan, which can help it stay relevant and effective in a fast-paced and competitive industry.

To make sure that the company stays on track to fulfill its goals and objectives, it’s crucial to set aside time on a regular basis to evaluate the business plan and make any required modifications.

Also, getting input from customers and professionals in the field can offer insightful suggestions for revising and enhancing the business strategy over time.

Final thoughts on how to write a personal training business plan

Writing a business plan is a must for any start-up. Every business plan should be regularly revised and updated to make sure that it reflects the current state of the business and that it outlines realistic goals and ways to achieve them.

A well-written business plan will help you gain clarity, set realistic goals and objectives, and create realistic forecasts and strategies.

A business plan is an important step in turning your personal trainer business idea into an operating business . It allows you to think thighs through and ensure that your idea will work and succeed.

It doesn’t mean, though, that a good business plan needs to be long and complex. It does, however, need to outline and explain all the basic and most important information about what you want to achieve and how you are planning to get there .

Ljubica Buha

  • Ljubica Buha

Ljubica Buha is a Digital Marketing Specialist with extensive experience in the IT industry. She writes by day and reads by night. She is somewhat of an innovation enthusiast, as she enjoys discovering and experimenting with unconventional and new ways of doing things. She enjoys yoga, snowboarding, and hiking.

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Personal Training Business Plan Template

Written by Dave Lavinsky

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Personal Training Business Plan

Over the past 20+ years, we have helped over 1,000 entrepreneurs and business owners create business plans to start and grow their personal training companies. We have the experience, resources, and knowledge to help you create a great business plan.

In this article, you will learn some background information on why business planning is important. Then, you will learn how to write a personal training business plan step-by-step so you can create your plan today.

Download our Ultimate Business Plan Template here >

What Is a Business Plan?

A business plan provides a snapshot of your personal training business as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategies for reaching them. It also includes market research to support your plans.

Why You Need a Business Plan

If you’re looking to start a personal training business or grow your existing personal training company, you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your personal training business to improve your chances of success. Your personal trainer business plan is a living document that should be updated annually as your company grows and changes.

Sources of Funding for Personal Training Businesses

With regards to funding, the main sources of funding for a personal training business are personal savings, credit cards, bank loans, and angel investors. When it comes to bank loans, banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to ensure that your financials are reasonable, but they will also want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business. Personal savings and bank loans are the most common funding paths for personal training companies.

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How to write a business plan for a personal training business.

If you want to start a personal training business or expand your current one, you need a business plan. The business plan outline below details the necessary information for how to write each essential component of your personal training business plan.  

Executive Summary

Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.

The goal of your executive summary is to quickly engage the reader. Explain to them the kind of personal training business you are running and the status. For example, are you a startup, do you have a personal training business that you would like to grow, or are you operating a chain of personal training businesses?

Next, provide an overview of each of the subsequent sections of your plan.

  • Give a brief overview of the personal training industry.
  • Discuss the type of personal training business you are operating.
  • Detail your direct competitors. Give an overview of your target customers.
  • Provide a snapshot of your marketing strategy. Identify the key members of your team.
  • Offer an overview of your financial plan.

Company Overview

In your company overview, you will detail the type of personal training business you are operating.

For example, you might specialize in one of the following types of personal training businesses:

  • Mobile personal trainer: This type of business involves traveling to the client’s home, a park, or another location that is convenient for the client to provide personal training sessions.
  • In-home personal trainer: This type of business is operated out of the trainer’s own home. This type of business may be great for trainers that have their own equipment.
  • Online personal trainer: This type of business involves providing training one-on-one or group sessions online live or via pre-recorded webinars.
  • Gym trainer: This type of personal training business operates out of a gym that allows the trainer to work with their own clients at the gym.

In addition to explaining the type of personal training business you will operate, the company overview needs to provide background on the business.

Include answers to questions such as:

  • When and why did you start the business?
  • What milestones have you achieved to date? Milestones could include the number of clients served, the number of sessions provided with positive outcomes, reaching $X amount in revenue, etc.
  • Your legal business Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.

Industry Analysis

In your industry or market analysis, you need to provide an overview of the personal training industry.

While this may seem unnecessary, it serves multiple purposes.

First, researching the personal training industry educates you. It helps you understand the market in which you are operating.

Secondly, market research can improve your marketing strategy, particularly if your analysis identifies market trends.

The third reason is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.

The following questions should be answered in the industry analysis section of your personal trainer business plan:

  • How big is the personal training industry (in dollars)?
  • Is the market declining or increasing?
  • Who are the key competitors in the market?
  • Who are the key suppliers in the market?
  • What trends are affecting the industry?
  • What is the industry’s growth forecast over the next 5 – 10 years?
  • What is the relevant market size? That is, how big is the potential target market for your personal training business? You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local population.

Customer Analysis

The customer analysis section of your personal trainer business plan must detail the customers you serve and/or expect to serve.

The following are examples of customer segments: individuals, schools, families, and corporations.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of personal training business you operate. Clearly, individuals would respond to different marketing promotions than corporations, for example.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, including a discussion of the ages, genders, locations, and income levels of the potential customers you seek to serve.

Psychographic profiles explain the wants and needs of your target customers. The more you can recognize and define these needs, the better you will do in attracting and retaining your customers.  

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Competitive Analysis

Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.

Direct competitors are other personal training businesses.

Indirect competitors are other options that customers have to purchase from that aren’t directly competing with your product or service. This includes other types of trainers, coaches, gyms, and fitness programs. You need to mention such competition as well.

For each such competitor, provide an overview of their business and document their strengths and weaknesses. Unless you once worked at your competitors’ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as

  • What types of customers do they serve?
  • What type of personal training business are they?
  • What is their pricing (premium, low, etc.)?
  • What are they good at?
  • What are their weaknesses?

With regards to the last two questions, think about your answers from the customers’ perspective. And don’t be afraid to ask your competitors’ customers what they like most and least about them.

The final part of your competitive analysis section is to document your areas of competitive advantage. For example:

  • Will you make it easier for clients to acquire your services?
  • Will you offer products or services that your competition doesn’t?
  • Will you provide better customer service?
  • Will you offer better pricing?

Think about ways you will outperform your competition and document them in this section of your plan.

Marketing Plan

Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a personal training business plan, your marketing strategy should include the following:

Product : In the product section, you should reiterate the type of personal training company that you documented in your company overview. Then, detail the specific products or services you will be offering. For example, will you provide lifestyle training, boot camps, or performance training services?

Price : Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of your plan, you are presenting the products and/or services you offer and their prices.

Place : Place refers to the site of your personal training company. Document where your company is situated and mention how the site will impact your success. For example, is your personal training business located in a busy retail district, a business district, a standalone gym, or purely online? Discuss how your site might be the ideal location for your customers.

Promotions : The final part of your personal training marketing plan is where you will document how you will drive potential customers to your location(s). The following are some promotional methods you might consider:

  • Advertise in local papers, radio stations and/or magazines
  • Reach out to websites
  • Distribute flyers
  • Engage in email marketing
  • Advertise on social media platforms
  • Improve the SEO (search engine optimization) on your website for targeted keywords

Operations Plan

While the earlier sections of your business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.

Everyday short-term processes include all of the tasks involved in running your personal training business, including answering calls, planning and providing training sessions, billing customers and collecting payments, etc.

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to book your Xth session, or when you hope to reach $X in revenue. It could also be when you expect to expand your personal training business to a new city.

Management Team

To demonstrate your personal training business’ potential to succeed, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company.

Ideally, you and/or your team members have direct experience in managing personal training businesses. If so, highlight this experience and expertise. But also highlight any experience that you think will help your business succeed.

If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act as mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in managing a personal training business or successfully running a small fitness class.

Financial Plan

Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance sheet, and cash flow statements.

Income Statement

An income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenue and then subtracts your costs to show whether you turned a profit or not.

In developing your income statement, you need to devise assumptions. For example, will you see 5 clients per day, and/or offer group training sessions? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.

Balance Sheets

Balance sheets show your assets and liabilities. While balance sheets can include much information, try to simplify them to the key items you need to know about. For instance, if you spend $50,000 on building out your personal training business, this will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a lender writes you a check for $50,000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.

Cash Flow Statement

Your cash flow statement will help determine how much money you need to start or grow your business, and ensure you never run out of money. What most entrepreneurs and business owners don’t realize is that you can turn a profit but run out of money and go bankrupt.

When creating your Income Statement and Balance Sheets be sure to include several of the key costs needed in starting or growing a personal training business:

  • Cost of equipment and supplies
  • Payroll or salaries paid to staff
  • Business insurance
  • Other start-up expenses (if you’re a new business) like legal expenses, permits, computer software, and equipment

Attach your full financial projections in the appendix of your plan along with any supporting documents that make your plan more compelling. For example, you might include your gym location lease or testimonials from happy customers.

Writing a business plan for your personal training business is a worthwhile endeavor. If you follow the template above, by the time you are done, you will truly be an expert. You will understand the personal training industry, your competition, and your customers. You will develop a marketing strategy and will understand what it takes to launch and grow a successful personal training business.

Personal Training Business Plan FAQs

What is the easiest way to complete my personal training business plan.

Growthink's Ultimate Business Plan Template allows you to quickly and easily write your personal training business plan.

Where Can I Download a Personal Trainer Business Plan PDF?

You can download our Personal Trainer business plan PDF  here. This is a business plan template you can use in PDF format.

How Do You Start a Personal Training Business?

Starting a personal training business is easy with these 14 steps:

  • Choose the Name for Your Personal Training Business
  • Create Your Personal Training Business Plan
  • Choose the Legal Structure for Your Personal Training Business
  • Secure Startup Funding for Your Personal Training Business (If Needed)
  • Secure a Location for Your Business
  • Register Your Personal Training Business with the IRS
  • Open a Business Bank Account
  • Get a Business Credit Card
  • Get the Required Business Licenses and Permits
  • Get Business Insurance for Your Personal Training Business
  • Buy or Lease the Right Personal Training Business Equipment
  • Develop Your Personal Training Business Marketing Materials
  • Purchase and Setup the Software Needed to Run Your Personal Training Business
  • Open for Business

Don’t you wish there was a faster, easier way to finish your Personal Training business plan?

OR, Let Us Develop Your Plan For You

Since 1999, Growthink has developed business plans for thousands of companies who have gone on to achieve tremendous success.

Click here to see how a Growthink business planning advisor can create your business plan for you.  

Other Helpful Business Plan Articles & Templates

Business Plan Template For Small Businesses & Entrepreneurs

Personal Training Business Plans

Create a successful fitness venture with a Personal Training Business Plan. Strategize growth, attract clients, and achieve your goals in the industry.

pt business plan example

What is a Personal Training Business Plan?

A Personal Training Business Plan is a comprehensive document outlining the strategies, goals, and operational details of establishing and running a successful personal training business. This plan serves as a roadmap for individuals looking to enter the fitness industry as entrepreneurs. It outlines their approach to attracting clients, delivering effective training programs, managing finances, and achieving long-term growth.

A well-structured business plan typically includes several key components:

  • Executive Summary: A concise overview of the business idea, its mission, and the main objectives of the personal training business.
  • Business Description: A detailed explanation of the services offered, target clientele, and the unique value proposition of the personal training business in the competitive fitness market.
  • Market Analysis: An examination of the local fitness industry, target market demographics, and competition, along with potential opportunities and challenges.
  • Marketing and Sales Strategies: A plan to attract and retain clients, including branding, pricing, advertising, and social media strategies.
  • Service Offerings: A description of the types of training programs offered, whether it's one-on-one coaching, group classes, online training, or a combination.
  • Operational Plan: Details about the day-to-day operations, including scheduling, location, equipment, and staffing needs.
  • Financial Projections: A projection of revenue and expenses, including start-up costs, ongoing expenses, and potential income, over a specified period (often three to five years).
  • Risk Assessment: Identify potential risks and challenges the business might face, along with contingency plans to mitigate these risks.
  • Long-Term Vision : An outline of the business's long-term goals, expansion plans, and strategies for sustained growth.

Creating a is essential for various reasons. It helps entrepreneurs clarify their business concept, secure funding from investors or lenders, and maintain focus on their objectives. Additionally, it offers a structured approach to navigating challenges and adapting to changes in the fitness industry.

Printable Personal Training Business Plan

Download this Personal Training Business Plan to achieve your goals.

How does it work?

Access the Printable Personal Training Business Plan form from a reliable source, ensuring it's in a downloadable and printable format.

Personal Information

Enter your details, including your name, contact information, and professional certifications.

Business Description

Provide a brief overview of your training business, including its mission, goals, and fitness services you intend to offer.

Target Market

Specify your target clientele, such as age groups, fitness levels, and specific fitness goals your training programs cater to.

Competitive Analysis

Describe the local fitness landscape and identify key competitors. Highlight what differentiates your business from others regarding services, pricing, and approach.

Marketing Strategy

Share your marketing plan, both online and offline, to attract clients. This may include social media, partnerships, or community events.

Service Offerings

Detail the different training programs you will provide, mentioning if it's one-on-one coaching, group classes, virtual training, or a combination.

Operational Plan

Explain how you plan to run the day-to-day operations of your business, covering aspects like scheduling, location, equipment, and any additional staff.

Financial Projections

Present your expected revenue and expenses for the first few years of operation. This includes startup costs, recurring expenses, and anticipated income.

Risk Management

Identify potential business risks, such as economic downturns or legal considerations. Discuss how you plan to mitigate these risks.

Long-Term Goals

Share your vision for the future of your personal training business, including expansion plans, new service offerings, and ways you intend to adapt to industry trends.

Review and Finalize

Carefully review the completed form for accuracy, coherence, and completeness. Make any necessary revisions before finalizing the document.

Professional Advice

Consider seeking input from a business advisor, fitness industry expert, or mentor to ensure your plan is thorough and well-structured.


Once your Personal Training Business Plan is complete, use it as a guide to implement your strategies and work towards achieving your business goals.

Personal Training Business Plans Example (sample)

A Personal Training Business Plan is crucial for any aspiring personal trainer looking to establish and grow their fitness enterprise successfully. This comprehensive plan highlights the key elements necessary for a successful business strategy, including a detailed business description, target market analysis, marketing strategies, service offerings, financial projections, and long-term goals.

A Personal Training Business Plan in PDF format can provide aspiring personal trainers with valuable insights into structuring their customized plans that align with their individual goals and the dynamic demands of the fitness industry. It is a valuable reference point for creating and executing a successful business strategy.

Aspiring personal trainers can establish themselves as reputable and successful business owners in the fitness industry by utilizing a well-crafted Personal Training Business Plan. The plan helps to ensure that all necessary business components are addressed, from marketing strategies to financial projections, to achieve long-term success. With a clear roadmap, personal trainers can focus on what they do best - helping their clients achieve their fitness goals while growing their businesses.

Download this Personal Training Business Plan Example:

Personal Training Business Plans Example (sample)

When would you use this Plan?

A Personal Training Business Plan is an invaluable tool for fitness enthusiasts and professionals looking to venture into the personal training industry as entrepreneurs. This resource helps them strategically plan and execute their fitness business ventures. Here are some instances when this form would be particularly useful:

  • Startup Stage: Aspiring personal trainers can use the form when starting their fitness business. It provides a structured approach to defining their business concept, target market, and service offerings, which are crucial foundations for success.
  • Securing Funding : A well-documented business plan is essential when seeking investors or loans to launch or expand their personal training business. The form helps outline revenue projections, expenses, and growth strategies, demonstrating the business's viability to potential stakeholders.
  • Operational Guidance : Established personal trainers can benefit from the form when seeking to streamline their operations or introduce new services. It assists in refining marketing strategies, updating service offerings, and aligning business practices with changing industry trends.
  • Strategic Growth: For personal trainers aiming to expand their client base or open multiple locations, the form aids in mapping out expansion plans, financial projections, and strategies for scaling the business sustainably.
  • Professionalism: The form enhances professionalism in the personal training industry. It allows trainers to present a well-structured plan to clients, showcasing their commitment to delivering quality services and achieving clients' fitness goals.
  • Adapting to Changes: The fitness industry is dynamic, with trends and client preferences evolving. Personal trainers can use the form periodically to review and adjust their strategies to stay relevant and competitive.
  • Succession Planning: Established personal trainers nearing retirement may use the form to outline their succession plans, ensuring a smooth business transition to new owners or trainers.

Enhanced Business Strategy

The form guides personal trainers in articulating their business goals, target market, and unique value proposition, leading to a more focused and effective strategy.

Investor Attraction

A well-structured plan showcases the potential of the personal training business, instilling confidence in investors and increasing the likelihood of securing funding.

Operational Efficiency

The form aids in planning day-to-day operations, from scheduling sessions to managing resources, leading to streamlined and organized business management.

Marketing Effectiveness

By defining the ideal client and specifying marketing strategies, trainers can attract their desired clientele more effectively, optimizing marketing efforts.

Financial Planning

The form's financial projections help trainers understand startup costs, operating expenses, and projected revenue, enabling better financial planning and management.

Adaptability and Growth

With a well-documented plan, trainers can proactively adapt to changing industry trends, keeping their services relevant and fostering sustainable growth.

Research & Evidence

The use of personal training business plans has evolved alongside the growth of the fitness industry and the increasing number of individuals pursuing careers as personal trainers. As the demand for fitness services expanded, it became evident that having a structured business plan was crucial for success in a competitive market. Over the years, this resource has gained significance due to the following factors:

In the past, personal training was often limited to elite athletes or wealthy individuals. However, as awareness of fitness and health benefits spread, more people sought professional guidance. This shift led to a proliferation of personal training businesses, necessitating the development of effective business strategies.

Studies and industry reports have highlighted the advantages of having a well-defined business plan in the personal training sector. Research by industry associations, such as the International Health, Racquet & Sportsclub Association (IHRSA), consistently emphasizes the value of strategic planning for fitness businesses.

With the fitness industry becoming more saturated, personal trainers realized that merely having expertise in exercise science wasn't enough. Business acumen and effective marketing strategies were essential to stand out. Research-backed business plans emerged as tools to help trainers navigate the complexities of entrepreneurship.

As the fitness industry expanded, entrepreneurs sought external funding to establish or grow their personal training businesses. Financial institutions and investors require evidence of a sound business strategy before providing funding. This prompted personal trainers to develop detailed business plans to secure backing.

The fitness industry is dynamic, with trends like virtual training, wellness coaching, and specialized programs constantly emerging. Research-backed business plans allow personal trainers to incorporate these trends strategically, ensuring their businesses remain relevant and profitable.

Commonly asked questions

Personal Training Business Plans are crucial for fitness entrepreneurs to achieve their business goals.

Personal Training Business Plans outline a fitness entrepreneur's business concept, target market, growth strategies, and potential profitability. Trainers review and adjust them periodically to adapt to industry trends and ensure continued success.

Personal Training Business Plans guide fitness businesses on strategy, marketing, operations, and finances. They help trainers make informed decisions.

Why use Carepatron as your Personal Training Business app?

A successful personal training business demands efficiency, organization, and client-focused management. Carepatron stands out as the ideal Personal Training Business Software for various reasons, offering tailored features that cater specifically to the needs of fitness entrepreneurs:

  • Specialized Fitness Focus: Carepatron is designed with the fitness industry in mind, offering tools and features that align perfectly with the unique demands of personal training businesses. Its functionalities cater to client management, scheduling, progress tracking, and communication, ensuring an all-inclusive solution for fitness professionals.
  • Comprehensive Client Management: With Carepatron, client management becomes seamless. The software lets trainers store client profiles, track progress, and create personalized training plans. This streamlined approach enhances the client experience and fosters stronger relationships.
  • Scheduling Made Easy: Managing appointments and sessions is effortless with Carepatron's scheduling feature. Trainers can easily book, reschedule, or cancel sessions, reducing administrative hassles and ensuring efficient time management.
  • Progress Tracking and Analytics: Carepatron's progress tracking tools empower trainers to monitor their clients' fitness journey, making adjustments as needed. The software provides data-driven insights that enhance training effectiveness and client satisfaction.
  • Secure Communication: Effective communication is essential in the personal training business. Carepatron offers secure messaging features that allow trainers and clients to communicate, share updates, and clarify queries within the platform, ensuring privacy and professionalism.
  • Financial Management: The software assists in managing financial aspects, such as billing, payments, and invoicing. This feature simplifies the financial side of the business, allowing trainers to focus on delivering quality training.
  • Accessibility and Convenience: Carepatron is cloud-based, allowing trainers to access their business data and client information anywhere. This is particularly beneficial for on-the-go fitness professionals.
  • Growth and Expansion: As your personal training business grows, Carepatron can scale with you. The software accommodates additional clients, staff members, and locations, ensuring its continued relevance as your business flourishes.

Clinical Documentation Software

  • Crump, D. (2022, January 28). Create a personal trainer business plan in six steps . The PTDC. https://www.theptdc.com/articles/personal-trainer-business-plan
  • How to write a business plan for personal trainers | ISSA . (n.d.). https://www.issaonline.com/blog/post/how-to-write-a-business-plan-for-personal-trainers
  • Lavinsky, D. (2023). Personal Training Business Plan Template. Growthink . https://www.growthink.com/businessplan/help-center/personal-training-business-plan
  • Origym. (2023, March 23). 7 Simple Steps for Writing a Personal Trainer Business Plan (with Templates). Origym . https://origympersonaltrainercourses.co.uk/blog/personal-trainer-business-plan
  • Wellness Creative Co. (2023). How To Write A Personal Training Business Plan [+ Examples & Templates]. Wellness Creative Co . https://www.wellnesscreatives.com/personal-training-business-plan/

Joshua Napilay

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Personal Training Business Plan Example

JUN.11, 2021

personal training business plan template

Personal trainer business plan for starting your own business

Starting your own business is the only shot you have at financial freedom. If you want a good lifestyle, no job can make that possible for you. Investment is one of the biggest hurdles in starting your own business and that’s why we have brought this business plan for a personal trainer that can be started with relatively low starting capital.

If you are interested in knowing how to open a personal training business, the most important thing that you need to make is a strategic business plan for your personal trainers business plan . This is the thing that will make your business a success. Most of the things that we will discuss here are also true for a yoga studio business plan . Let’s see what it takes to start and establish a personal trainer business.

 Personal Trainers Business Plan Summary

2.1 the business.

Bruce Personal Fitness will be a licensed and bonded personal trainer provider company based in Chicago, Ohio. Bruce Jackson is starting a personal training business plan because he is an experienced personal trainer looking to start a business rather than doing a job.

2.2 Management of Personal Training

One of the most important things to consider when you want to make a personal trainers   business plan for bank to get a loan for the business is to have a management plan for the venture. This is important because if you go to any bank to get the financing, the first thing they’ll ask you is how to set up a personal training business and having a proper reply for that is what you need to successfully secure the loan.

Bruce will manage the business himself but will hire a manager to look after the daily things while he himself focuses on other important things of the business, like finding clients and providing the right fitness and personal trainer to the right client.

2.3 Customers of Personal Training

The next thing you need to know if you want to learn how to start a personal training business is the customers that you will be providing the services to. Unlike a dance studio business plan where all the customers are of the same category, the personal trainer business will have a diverse range of customers.

The customers of our will be:

  • People looking to get in shape.
  • People recovering from physical trauma.
  • Schools that need a personal trainer for their students.
  • Organizations looking for personal trainers for their employees.

2.4 Business Target

Our targets are:

  • To maintain a customer satisfaction rate of more than 95%.
  • To provide personal trainer services of the highest quality to all people.
  • To make permanent clients from the education and corporate sector.
  • To become the leading personal trainer provider in the US.

Personal Training Business Plan Example - 3 Years Profit Forecast

 Company Summary

3.1 company owner.

Bruce Jackson will be the owner and CEO of the company. He has decided to start this business after going through a lot of personal trainers’ business plan examples. He has a lot of experience and contacts in the field owing to his many years of work in this industry.

3.2 Why the Personal Trainer Business is being started?

Brusce is starting a personal training business because he has seen the need for one in the area. There is a serious demand of personal trainers in Chicago and there’s hardly any good service provider in the area. This, coupled with the fact that Bruce is a very experienced man of the field, makes it the right choice to start this business.

3.3 How the Personal Trainer Business will be started?

Step1: Making a Detailed Personal Training Studio Business Plan

The first and the most important part of any sample business plan for personal trainer is planning. This is the phase where the strategy for the business will be made and a strategy for realizing the goals and targets of the business will be decided. Bruce will hire a professional personal trainers business plan to make the plan that will guide the business to success.

Step2: Branding

The people who look for a personal trainer are mostly the ones who are brand conscious and want to get all their services and products from established brands. Substantial time and effort and a sizable budget will be invested in making a brand for the business.

Step3: Establish and Office and a Website

After the plan for the business is complete and the brand has been made, the next step will be to actually establish the business. For this, we will outfit an office to serve as the headquarter and will launch a website so that people can reach out to the business online.

Step4: Marketing

Promotion and marketing are also very important in establishing any business and all methods will be used to make out brand and business known to anyone who can be a customer in the future. We need enough marketing power to make sure that whenever someone mentions a personal trainer, Bruce Personal Fitness is the thing that comes to mind.

Personal Training Business Plan Example - Startup Cost

Services of Personal Trainer Business

No personal trainer business plan template can be complete without discussing the services that the business will be providing. It is cardinally important to have a clear detail of the services to be provided in order to make a personal trainer studio business plan to be a successful one.

Another thing to note is that the personal trainer field is a very complicated and diverse one and we need to target the correct services, the ones that can bring us the most business.

Here are the main services that Bruce Personal Fitness will be providing.

  • Body Transformations Training

This will be the main service provided by Bruce Personal Fitness because this is the main purpose for which people want a personal trainer.

  • Physical Stamina Improvement Training

Doing too much exercise is not always the best way to increase stamina. We will provide personal trainers that can help people increase their body’s stamina and performance by smart work rather than hard work.

  • Psychological Stamina Improvement Training

Another service that we will be providing will be that of psychological stamina improvement. This will be for the people who lack willpower and emotional stability, and their lives suffer because of this.

  • Motivational Lectures

The job of personal trainers goes beyond physical or psychological realms. Sometimes, the client needs something more than that and that’s where having a motivational speaker comes in. We’ll provide these services for individuals as well as institutions.

 Marketing Analysis of a Business Consulting Company

Great service.

Great service. Good turnaround time and quality work. Thanks!

The next thing that you must do in order to know how to write a personal trainer business plan is how to do the marketing analysis for the business. This is the part where you factor in all the market variables from the investment to market forces and from competitor research to market trends to help make the business successful. This step is every bit as important here as it is in a climbing gym business plan .

5.1 Market Trends

You need to have knowledge of the market trends before starting a personal training business if you do not want it to flop. Observation and market insight tells us the trend of hiring personal trainers is on the rise and more and more people want these services. This means that if we are opening a personal training business right now, it will be a success by all means.

5.2 Marketing Segmentation

Marketing segmentation is the next important thing in this business plan template for personal trainer. We need to know what the market we are going to serve is made up of so that we can direct the right resources the right way.

Personal Training Business Plan Example - Marketing Segmentation

UK Start-Up Visa Business Plan

5.2.1 individual fitness clients.

These will be the people who want to get into shape but lack the motivation for it. Personal trainers will be provided to them to help them achieve their body shape and weight goals.

5.2.2 Individual Medical Clients

The people who are recovering from a physical trauma and need assistance will also be out customers. We will provide all types of services for them.

5.2.3 Schools & Organizations

Schools and corporate organizations that need a personal trainer for their students/employees will also be a pretty large market segment for us.

5.3 Business Target

Our business targets are:

  • To get as many permanent customers as we can.
  • To make Bruce Personal Fitness a well-known and reputable brand in the market.
  • To provide impeccable services to our customers.

5.4 Product Pricing

We will price our services slightly above the market average. This is a good strategy because the competition is not up to the mark with what we are going to make and we can attract customers even if we charge more than them.

 Marketing Strategy of Business Consulting Business

A mistake that most personal trainer business startups make is that of adopting a marketing approach that is mean for a fitness center business plan . You need to know that the marketing ideas for personal trainers and personal training marketing strategies are entirely different.

6.1 Competitive Analysis

Bruce Personal Fitness is expected to have ethe following competitive advantages over the competition:

  • There is not good quality personal trainer services provider in the area and there is a very good opportunity on that front.
  • The companies providing these services in the area are not Chicago-based which makes it expensive for them to operate and they end up charging way more than what their services are worth.
  • We have a team of extremely experienced and skilled personal trainers.

6.2 Sales Strategy

  • We’ll take some famous athletes onboard to endorse our services.
  • We’ll promote and market our services through all possible advertisement channels.
  • We’ll offer discounts to people in the first 3 months.

6.3 Sales Monthly

Personal Training Business Plan Example - Sales Monthly

6.4 Sales Yearly

Personal Training Business Plan Example - Profit Yearly y

6.5 Sales Forecast

Personal Training Business Plan Example - Unit Sales

Personnel plan

Just like a martial arts business plan , this business needs a lot of skilled people to run. As the services are to be provided by trainers, the bulk of our workers need to be experienced personal trainers business plan . When you write a business plan personal training, you need to make a complete personnel plan.

7.1 Company Staff

Bruce will be the CEO of the company. He will hire the following people to effectively run the company.

  • 1 Manager to look after the operations of the business.
  • 5 Personal fitness trainers.
  • 3 Medical recovery trainers.
  • 1 Accountant.
  • 1 Receptionist.

7.2 Average Salary of Employees

Financial plan.

Even though unlike a trampoline park business plan , this business does not need substantial investment, we still need to figure out the costs involved in establishing and running this business.

Here’s a simplified financial plan for personal trainers business plan . Let’s see what are the expenses for which you need to have money before you can start the business.

  • Cost of getting the business licensed.
  • Cost of establishing the office.
  • Cost of making a website.
  • Brand logo designing costs.
  • Salaries of the employees.
  • Marketing and advertisement cost.

8.1 Important Assumptions

8.2 break-even analysis.

Personal Training Business Plan Example - Break-even Analysis

8.3 Projected Profit and Loss

8.3.1 profit monthly.

Personal Training Business Plan Example - Profit Monthly

8.3.2 Profit Yearly

Personal Training Business Plan Example - Profit Yearly

8.3.3 Gross Margin Monthly

Personal Training Business Plan Example - Gross Margin Monthly

8.3.4 Gross Margin Yearly

Personal Training Business Plan Example - Gross Margin Yearly

8.4 Projected Cash Flow

Personal Training Business Plan Example - Projected Cash Flow

8.5 Projected Balance Sheet

8.6 business ratios.

Download Personal Training Business Plan Example in pdf

OGSCapital’s team has assisted thousands of entrepreneurs with top-rate business plan development, consultancy and analysis. They’ve helped thousands of SME owners secure more than $1.5 billion in funding, and they can do the same for you.

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Create a Personal Trainer Business Plan in Six Steps


My personal training career began, as so many do, at a big box gym.

I worked my way up to management, then regional management, and eventually struck out on my own. Soon I opened a small gym, which progressively grew into a bigger gym over the next six years.

A natural evolution maybe, but no accident. It happened because I had a plan.

A business plan helps you stay focused. It puts you in control, leading you where you want to go, so you’ll end up happier and wealthier.

Yet lots of trainers don’t think to make one, or assume they don’t need one. You do. Taking the time to carefully craft a business plan can give you an edge, regardless of where you are in your career.

To help you get started, I’ve outlined a personal trainer business plan template with six basic steps:

Step 1: Write your mission statement

Step 2: assess the fitness industry and your competition, step 3: map out your revenue streams, step 4: plan for operating costs, step 5: create your sales and marketing plan, step 6: honestly assess your risk.

We’ll hit each of those in a moment, and share a downloadable worksheet for you to craft your own business plan. But first, you probably have a few questions.

What is a personal trainer business plan?

A personal trainer business plan is a written description of your business’s future. Think of it as your North Star. It will help guide every aspect of your business: services, products, people, location, competition, costs, and income.

Who needs a personal trainer business plan?

Anyone who makes a living as a personal trainer. Don’t wait until you’re self-employed. It’s never too early to think about your future trajectory, even if you’re still a gym employee.

What is a personal trainer business plan used for?

A business plan articulates what you do and why you’re doing it. Having it in writing helps you stay focused.

But depending on your needs and goals, you might also use it to impress potential investors, attract employees or customers, or deal with suppliers.

How long should a personal trainer business plan be?

A typical plan is about 10 to 20 pages, but there’s a lot of room for variation. It can be as simple as a few notes on the back of an envelope, or as complex as 50 pages with detailed projections and analysis.

What’s the purpose of your plan? If you’re trying to score financing, err on the longer side. But if it’s just for you, make it as brief or detailed as you like.

How do you start?

Easy: Just write. Tailor the language to your prospective audience. If you’re writing the plan for yourself, make it as casual as a conversation with a friend. If you’re writing it for a bank or private investor, be more formal. If it’s for clients, be professional, avoiding jargon or slang.

I remember agonizing over my first business plan, making a million revisions. I felt stuck because, as hard as I tried, my plan wasn’t perfect yet.

Then I realized something: Perfection isn’t possible, and you can’t let the pursuit of it keep you from moving forward.

The goal is to think about your personal training business in a more mature way. As you move through your career, stretching your abilities and learning from mistakes, you’ll gain the perspective you need to refine it.

Put another way, as you get better, your plan will too.

Personal trainer business plan template

This is two or three sentences explaining what your company aims to do, and why: “I help THIS group of people do X, Y, and Z. And this is why I do it.”

Don’t skip the second part. Clarifying why you do what you do is essential for setting your business apart. It starts with two things:

  • Your core values
  • Your training philosophy

Core values are your personal beliefs: who you are, and what you stand for. Your training philosophy is what you believe about training.

Why is training people important to you? Why is the demographic you work with important? What are the two or three most important things you believe about training that are nonnegotiable?

If you can answer those questions, you’ll have a much easier time conveying your value to others, and creating a coaching avatar that helps people connect with you.

READ ALSO:   How to Get More Personal Training Clients

Before you can figure out where you fit in in the fitness industry, you first need to know what that industry looks like. That takes research into the two most relevant market tiers for fitness pros:

To understand what’s happening locally, hop online and look up all the gyms and fitness facilities in your area. Visit a few. Talk to the locals, and pick their brains about what they’re interested in and why they chose their current gym. Gauge sample size.

For a national perspective, you could turn to Google.

Now think about where you fit in, both locally and nationally. What gap do you fill? What do you offer that someone needs but no one else provides? An honest assessment of your strengths and weaknesses will help you find those answers.

Finally, determine your biggest threat. Think you don’t have competition? You do. Look at it this way: In the absence of your product or service, how do people fill that void? Where do they go? What do they buy? That’s your competition.

This one is simple. Just answer one question: How are you going to deliver your service? Will you train clients one-on-one, and also lead a group class a couple times a week? Or will you do small-group training at your gym, and supplement your income with online training ?

Start with only one or two income sources, and see how they work (or don’t work). Maybe you’ll find that one (like online training) generates enough revenue for you to focus on it exclusively. Maybe you’ll find that another (like teaching group classes at 6 a.m.) doesn’t pay well enough for you to continue. Maybe you’ll have so much success with one demographic or style of training that you’ll decide to create and sell a product related to it.

But don’t feel you have  to add revenue streams. Some of the most successful businesses in the world offer only one or two products. A sharp focus lets you excel at one thing. Sometimes that’s better than being kinda good at several.

READ ALSO:   Avoid These Mistakes When Building an Online Training Business

Jot down all the expenses you need to run your business: rent, equipment, insurance, software, business license, and any administrative fees. Add it all up, and you get your operating costs, the minimum income you need to exist. Keep in mind that some percentage of that income will go to taxes .

Now tackle revenue projections. Make a high-low chart, with one column for worst-case scenario, and another for best-case.

Your best-case scenario is what would happen if you absolutely crushed it, and kept a full book of paying clients all year. Your worst-case is the opposite, the least amount you would make if things don’t go according to plan.

Comfortable with those numbers? If not, rejigger the plan until you are.

READ ALSO:   How Your “Freedom Number” Can Give You the Opportunity to Fail

At Fitness Revolution  (where I work), we have something called the Triple-A Marketing Method : Assets, Arsenal, Action plan. Here’s how it works.

  • Start with your assets—your skills, talents, and strengths. Maybe you’re really good at videos, or you’re great face to face.
  • Now determine your arsenal, the tools you’ll use to deploy those skills. If videos are your thing, social media might be the way you share them. If talking to people is your strength, focus on networking.
  • Finally, create an action plan, taking care to define exactly how often you’ll deploy those resources. Maybe you’ll post a new video every week, or attend a networking event once a month.

Over time, you’ll refine this section as you figure out what works and what doesn’t. But this is a good start.

There’s a reason why, in Step 4, I had you draw up a worst-case scenario alongside your sunniest projection. Too many personal trainers are overly optimistic, and write up business plans that assume things will always be awesome.

The problem with projecting 365 days of sunshine is that you’ll be blinded by the imagined glare. You won’t be ready for the bootcamps that get rained out, the clients who move on, the rent that goes up, or the car that breaks down.

Try pretending it’s your friend’s business plan. What would you say to that friend? Even better: Seek feedback from a fitness industry mentor or someone whose business advice you value. A neutral expert can give you much-needed perspective on the realities of running a business in an often-unpredictable world.

That brings us to risk. How much risk is written into your plan, and how much can you tolerate?

If you’re just starting out, your risk tolerance is probably pretty high, simply because you have less to lose. You could also pivot and try something else if your plan doesn’t work out.

But as your business grows, and you have more people who depend on you, the decisions will be harder, and your appetite for risk will probably drop.

Ready to get started? Click here to download our free Personal Trainer Business Plan worksheet.

What happens now?

A business plan is never complete. Even if you never need a detailed, professional version for investors, and you’re the only one who ever sees it, it’s still something you revisit as needed.

Every time your business shifts direction, your financial outlook changes, or you launch a new product, you’ll need to revisit your business plan.

But you don’t have to wait for a major change. Even a successful plan will eventually run its course, and need to be updated. If you think it’s time to revisit your plan, you’re probably right.

pt business plan example

David Crump

David Crump is a personal trainer, industry-recognized speaker, and fitness business consultant who helps other fitness professionals grow their business. He is the training and content manager for Fitness Revolution, where he oversees continuing education and all things start-up related. He has helped open at least seven independent fitness facilities in addition to his own, which he ran for six years. You can keep up with him at his website or on Facebook .

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How to Make a Personal Trainer Business Plan

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Personal training can be one of the most rewarding careers an individual can pursue. You get to connect with people on a meaningful level, you positively impact their lives, and you can work in a field that you are passionate about.

However, one of the biggest difficulties that derail many careers is the inability to turn a job as a personal trainer into a financially successful career.

One important skill that personal trainers should develop is the ability to develop a business plan that allows the personal trainer to set up and run a financially successful business.

How Do You Write a Personal Training Business Plan?

A business plan is a blueprint for how to take an idea about a potential business and turn it into something real. It is often a formal document that includes the goals of a business, the methods for attaining those goals, and timelines for when those goals may be achieved.

In the context of personal training, a business plan may be focused on developing a successful gym or personal training studio, or it may be focused on building a successful private online coaching practice .

One of the best places to begin with writing a personal training business plan is to ask and answer the following four questions:

1. Who are your clients going to be?

2. What are your services going to be and how are you going to deliver them?

3. What is it going to cost to run your business?

4. How are you going to make money?

Who are your clients going to be?

One of the best places to begin is trying to define who your clients are going to be as this is often one of the biggest differentiators. For example, if you are going to try and work with professional athletes your business model is going to look very different than if you are going to try and work with senior citizens. Why would they differ? Well, consider the following:

1. Professional athletes all live in major cities.

2. Professional athletes travel a lot and will require more remote work.

3. Professional athletes are a much smaller population so scaling the business may not be viable.

4. Working with professional athletes will require a lot more equipment.

These are just a few examples but identifying your core market is the most critical first step.

What services are you providing and how are you going to deliver your services?

Once you have identified your core audience and who your clients are going to be, the next question to answer is what services are you providing and how are you going to deliver your services? Are you going to do 1-on-1 private session personal training? Are you going to do group fitness ? Are you going to do small group fitness? Are you going to follow a specific training method (e.g., Zumba, CrossFit, Barre Method, Yoga)? Answering this question will help you define the overall scope of what your business is going to provide and help you define whether you need a physical space, how big of a space you might need, what equipment will be required, and if you will need to obtain a franchise or license to operate under a specific training model. Alternatively, depending on your scope of work and practice you may be able to run your business fully online.

What is it going to cost to run your business?

Before you start to think about how much money you are going to make, you need to understand exactly what it is going to cost to even run the business. All businesses cost money to run, but some business models require more capital than others. Developing a good understanding of your operating expenses is critical to developing a successful business plan. Here are some of the major expenses you may need to think about and include in your business.

Rent is often the largest expense for any personal training business. If you are running a small private 1-on-1 studio or have a small office for private consulting you may have a small footprint and keep rent relatively low. Alternatively, you may be looking to start a large gym that teaches big group classes and requires several thousand square feet of space which can be quite expensive. It is important to not overpay for rent as it will generally be your most expensive line item.

The equipment required to run your business will also vary substantially based on your core business model. If you are looking to open a yoga and Pilates studio you may need to spend your initial capital on yoga mats, blocks, and straps and replace them every 12-18 months. The initial expense here may be minimal. Conversely, if you are looking to open a large gym that teaches group classes following CrossFit or Olympic Weightlifting, you will likely need to invest tens of thousands of dollars to outfit your facility so you can even run your classes effectively.

NASM has a course on home gym design that can provide a lot of insight on this aspect of personal training. 

Utilities also need to be included in your business plan as you will have to heat and/or cool the facility if you choose an in-person business model, as well as provide water/plumbing, have the internet to run your business systems, and other miscellaneous utilities.

Operating the business will also include expenses. What software will you use to manage your client's information and billing? How will you run payroll if you have more than yourself as an employee? What will it cost you to clean and maintain the facility? Each business model will have different operating expenses, but they need to be thought through very carefully, as unexpected operating expenses can turn a profitable business into a financial nightmare quickly.

Insurance is a non-negotiable for any thoughtful business owner, especially in the personal training profession. Accidents happen and insurance will save your business when they happen.

Marketing will be the lifeblood of driving new clients through your doors. Without marketing your business your business will not grow. There are many different avenues to market, but they will all require money. Whether you use signs, social media ads, t-shirts, flyers, email marketing, websites, etc., it is incredibly important to include marketing in your business plan.

See How to Get Personal Training Clients for more. 

How are you going to make money?

Once you have fully thought through your business and what it is going to take to run that business, it is time to start thinking about how you are going to make money. There are a lot of different ways to go about generating revenue. Here are a few examples of how you can sell services and products to clients in various types of business models.

1. Sell subscriptions: whether you are looking to open a big box gym or a private studio, you can sell monthly subscriptions to clients.

2. Sell packages: this may look like selling year-long memberships or personal training packages.

3. Sell physical products: this may look like selling branded apparel, supplements, or workout aids (e.g., belts, straps, chalk)

4. Sell educational products: this may look like selling additional courses, seminars, or workshops to your client base.

It is also important to think about how you are going to price your services and how you present that pricing to your potential clients. Are you focusing on total client volume and a low-cost option? Are you focusing on a high-value, intensive training option that is a higher-cost option? Make sure you fully think through your pricing structures and how that might affect your ability to generate revenue.

Why Do You Need a Business Plan as a PT?

Now that we have worked through the core pieces of a business plan it should become apparent as to why you need a business plan as a Personal Trainer. Running a business has a lot of complexes moving pieces and the best way to be successful is to have a goal, a plan to reach that goal, and the actionable steps to help you get to that goal. A business plan lays out all of those components. While a business plan does not guarantee that your business will be successful, it does greatly increase the odds!

What is a Lean Business Plan?

A lean business plan can be thought of in three main ways:

1. A business plan that focuses only on the most important things (e.g., focus on improving the core services instead of spending valuable resources finding the perfect logo).

2. A business plan that minimizes unnecessary overhead (e.g., do you need a 6,000 sq foot state-of-the-art facility or does a 1,500 sq foot warehouse suffice).

3. A business plan that can be easily adapted as you grow and learn as a business owner.

Ideally, your lean business plan incorporates all three aspects.

Fitness Marketing Tips for Flourishing

Marketing is a necessity for all businesses; if potential clients do not know you are there, how can you expect them to become clients? There are a million different ways to market, and each business will need different tools and messages but there are a few core concepts that hold across almost all businesses. The first is to market to where your potential clients are. If you are targeting older, wealthier individuals for private 1-on-1 training sessions, spending your time, energy, and money on TikTok or SnapChat ads is probably not going to be effective. Conversely, if you are targeting high-school athletes for basketball fitness training, that might be the perfect place to reach your audience. The second is you must have a compelling offer. If your offer (product or service) does not resonate with people then you will have a difficult time marketing, as people will not find your services interesting enough to investigate it in more detail. The third is you must sell. Marketing is about raising awareness and educating your potential client, but you must actively sell to your potential clients. That is why one of the most common lines in sales and marketing is "ABC"... Always Be Closing.

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Reasons why you should become a wellness coach, brad dieter.

Brad is a trained Exercise Physiologist, Molecular Biologist, and Biostatistician. He received his B.A. from Washington State University and a Masters of Science in Biomechanics at the University of Idaho, and completed his PhD at the University of Idaho. He completed his post-doctoral fellowship in translational science at Providence Medical Research Center, Providence Sacred Heart Medical Center and Children’s Hospital where he studied how metabolism and inflammation regulate molecular mechanisms disease and was involved in discovering novel therapeutics for diabetic complications. Currently, Dr. Dieter is the Chief Scientific Advisor at Outplay Inc and Harness Biotechnologies, is co-owner of Macros Inc and is active in health technology and biotechnology. In addition, he is passionate about scientific outreach and educating the public through his role on Scientific Advisory Boards and regular writing on health, nutrition, and supplementation. Want to learn more in Brad's areas of expertise? Check out his NASM product recommendations.

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