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Gym Business Plan Template

Written by Dave Lavinsky

Gym Business Plan & Example

You’ve come to the right place to create a gym business plan.

We have helped over 100,000 entrepreneurs and business owners create business plans and many have used them to start or grow their gyms.

Gym Business Plan Example

Use the example below as a template to write a gym business plan.

Executive Summary

Business overview.

Steven’s Gym is a startup locally owned gym located in El Paso, Texas. Steven’s Gym will include various exercise equipment, strength training equipment, free weights, aerobic equipment, and plenty of cardio equipment. The gym will also offer HIIT group classes, spin classes, strength training instruction, and personal training.

Located in an up and coming, newly developed, and highly trafficked area of town, Steven’s Gym will attract both men and women ages 16 to 75+. There is something for everyone at Steven’s Gym, whether someone is just beginning their fitness journey or is a seasoned athlete and gymrat. The gym will have a welcoming atmosphere, experienced personal trainers, friendly staff, and frequently cleaned equipment and restrooms.

The membership options are affordable and will be offered on a month-to-month basis, a 6 or 12 month contract, or the ability to pay for an entire year upfront. Discounts will be offered to military, teachers, and healthcare workers.

Service Offering

The following are the services that Steven’s Gym will provide:

  • Strength training equipment
  • Cardio equipment
  • Free weights/dumbbells
  • Aerobic equipment
  • HIIT group classes
  • Strength training instruction

Customer Focus

Steven’s Gym will target all men and women ages 16 – 75+ who are interested in achieving and maintaining a healthy and active lifestyle. El Paso is a very diverse city that includes men and women from all walks of life. There are numerous blue collar individuals, white collar individuals, government employees, and military members as the local Army base is one of the largest in the country. Since Steven’s Gym will be very affordable, it will be able to attract people from all walks of life.

Management Team

Steven will manage the day-to-day tasks of running the gym. Steven will hire a gym manager to manage membership and three trainers. Steven will outsource a local CPA to handle payroll, accounting, and tax payments. He will also outsource a local advertising company to develop the gym’s logo, branding, photography, social media accounts, website, and billboard design.

Success Factors

Steven’s Gym will be able to achieve success by offering the following competitive advantages:

  • Large, clean, and spacious fitness center that has all the necessary equipment for their fitness routine.
  • Knowledgeable and friendly staff of trainers.
  • Best value for membership pricing. The membership pricing options are affordable and offer military, teacher, and healthcare employee discounts.
  • Convenient hours of operation.

Financial Plan Highlights

Steven’s Gym is seeking $300,000 in debt financing to begin operations of the business. The funding will be dedicated towards securing the warehouse space, gym build-out, and purchase of the equipment. Funding will also be dedicated towards three months of overhead costs to include payroll of the staff, rent, and working capital. The breakout of the funding is below:

  • Securing warehouse space, gym build-out, and design: $25,000 to $125,000
  • Gym equipment purchase: $50,000 to $100,000
  • Three months of overhead expenses (payroll, rent, utilities): $15,000 to $55,000
  • Marketing & advertising: $15,000
  • Working capital: $10,000

business plan for online fitness center

Company Overview

Who is steven’s gym.

Steven’s Gym is a new, locally owned gym located in El Paso, Texas. Steven’s Gym will include strength training equipment, free weights, aerobic equipment, and plenty of cardio equipment. The gym will also offer fitness classes, strength training instruction, and personal training. Located in an up and coming, and highly trafficked area of town, Steven’s Gym will attract both men and women ages 16 to 75+. There is something for everyone at Steven’s Gym, whether someone is just beginning their fitness journey or is a seasoned athlete and gymrat. The gym will have a welcoming atmosphere, experienced trainers, friendly staff, and frequently cleaned equipment and restrooms. The membership options are affordable and will be offered on a month-to-month basis, a 6 or 12 month contract, or the ability to pay for an entire year upfront. Discounts will be offered to military, teachers, and healthcare workers.

Steven’s Gym History

Steven’s Gym is owned by Steven Malone, a retired Army Master Sergeant who is also a seasoned powerlifter. Steven was stationed at El Paso’s Fort Bliss for many years before eventually retiring and deciding to stay in El Paso and embark on his dream of eventually owning his own gym. As a frequent gym goer, Steven recognized that El Paso lacks high quality independent gyms. The nicest and most equipped gyms in El Paso are large franchises that have too many rules and regulations. Steven envisioned a gym that was welcoming to all types of people that is encouraging, clean, and adequately equipped for those who are focused on sustaining an active, healthy lifestyle.

Since incorporation, Steven’s Gym has achieved the following milestones:

  • Found a 10,000 square foot warehouse space for lease in El Paso, Texas that can easily be converted to a gym.
  • Registered Steven’s Gym, LLC to do business in the State of Texas.
  • Began the branding image, logo, website, and social media accounts for the gym.
  • Began researching and pricing out equipment.

Steven’s Gym Services

The following will be the services Steven’s Gym will provide:

Industry Analysis

The Gym industry is expected to grow to an annual revenue of $38 billion in the next five years. This growth is likely a result of increased per capita disposable income, in addition to growing health-consciousness. As consumers’ disposable income levels rise, individuals are usually more willing to purchase gym memberships. Additionally, time spent on leisure and sports is expected to increase over the next five years, effectively increasing the potential pool of consumers.

During this period, demographic changes are expected to drive revenue growth for operators. In particular, as healthcare costs continue to escalate, health insurance providers may implement incentives to promote preventive health practices, including the use of fitness centers among individuals within their provider network. Additionally, initiatives that promote the health benefits of exercise will likely increase over the next five years, stimulating industry revenue.  

Customer Analysis

Demographic profile of target market.

Steven’s Gym’s target audience will include all men and women ages 16 – 75+ who are interested in achieving and maintaining a healthy and active lifestyle. El Paso is a very diverse city that includes men and women from all walks of life. There are numerous blue collar individuals, white collar individuals, government employees, and military members as the local Army base is one of the largest in the country. Since Steven’s Gym will be very affordable, it will be able to attract people from all walks of life.

Customer Segmentation

Steven’s Gym will primarily target the following customer profiles:

  • High school and college students
  • Locally-based Military
  • Athletes who frequently train for fitness competitions

Competitive Analysis

Direct and indirect competitors.

Steven’s Gym will face competition from other companies with similar business profiles. A description of each competitor company is below. Gold’s Gym Gold’s Gym is a large franchise-owned gym with two locations in El Paso. Gold’s Gym gives access to everything one needs to transform their life: state-of-the-art amenities, a variety of fitness classes tailored towards someone’s fitness needs, and the world’s best trainers. There are weekly fitness classes for group workouts ranging from martial arts-inspired cardio classes to foundational yoga sessions. There are also certified trainers if someone is new to exercise or just looking for more guidance and coaching. Gold’s Gym’s amenities include cardio equipment, group exercise, personal training, a pro shop, sauna/steam rooms, group cycle, free weights, functional training, kids club, locker rooms, and wifi.

Planet Fitness Planet Fitness is for people from all walks of life, whether they’re a first-time gym user or a veteran member, they are there to provide a workout environment in which anyone and everyone can be comfortable. All Planet Fitness members enjoy unlimited access to their home club and the support of their friendly, knowledgeable staff anytime they need it. PF Black Club members receive additional benefits, including the ability to bring a guest for free and access to any of their 2,000+ PF locations. Also, the PF member can take advantage of their free fitness training or find motivation by reading real member experiences on Planet of Triumphs. The goal of Planet Fitness is to provide a clean, safe, welcoming environment for anyone who walks through the door, and all the equipment, amenities, and support they need once they arrive.

Anytime Fitness Anytime Fitness is a welcoming gym that exists to help someone get to a healthier place – by giving the right support at the right times, in the ways the member wants. Every member receives a free, personalized Get Started Plan when they join. Their friendly, professional staff is trained to help someone along their fitness journey, no matter how much support they need. Aside from a large selection of strength and cardio equipment, Anytime Fitness offers the following services – 24-hour access, 24-hour security, convenient parking, anywhere gym access, private restrooms, private showers, health plan discounts, wellness programs, cardio TVs, and HDTVs.

Competitive Advantage

Steven’s Gym will be able to offer the following advantages over their competition:

  • Large, clean, and spacious facility that has all the necessary equipment for their fitness routine.

Marketing Plan

Brand & value proposition.

Steven’s Gym will offer the unique value proposition to its clientele:

  • Large, clean, spacious, and well-equipped facility.
  • Dedicated team of trainers.
  • Affordable membership pricing plans.

Promotions Strategy

The promotions strategy for Steven’s Gym is as follows: Social Media Marketing Strategy Steven’s Gym will invest in advertising the gym on social media platforms Facebook and Instagram. By using targeted social media marketing, Steven’s Gym will be able to reach the appropriate target audience of El Paso. Before opening, Steven will hire an advertising agency to develop the branding and photography needed to create captivating social media posts.

Billboards Steven will invest in two billboards strategically located at busy intersections that receive thousands of traffic daily. The advertising agency will develop the print for the billboard design. Website/SEO Marketing Strategy Steven’s Gym will invest in a strong SEO presence so that when someone enters “El Paso gym” or “local gym near me” in their Google or Bing search bar, Steven’s Gym is at the top of the list. Their website will list all of Steven’s Gym’s services, location, pricing, and contact information. Word of Mouth Word quickly spreads around town and once a few people experience the clean, affordable, and professional staff at Steven’s Gym, more and more people will come in to see for themselves and sign up for a membership plan.

The pricing of Steven’s Gym will be moderate and on par with competitors so customers feel they receive value when purchasing their services.  

Operations Plan

The following will be the operations plan for Steven’s Gym.

Operation Functions:

  • Steven Malone will be the sole gym owner and operator of Steven’s Gym. He will oversee the staff, maintain that the cleaning schedules are being enforced, and ensure that all equipment is working per standard and safely. He will also manage all ordering of new and replacement equipment, schedule the group HIIT classes, and daily management tasks.
  • Steven will hire a gym manager to be in charge of members and member management.
  • A team of three trainers will run all of the fitness classes. As the membership grows and clients require more attention, more trainers and fitness classes will be added.
  • A local CPA will manage all high level accounting functions, such as payroll and tax payments.
  • Steven will also hire an advertising agency to develop the gym’s branding, photography, website, social media accounts, and billboard design.


Steven’s Gym will have the following milestones completed in the next six months. 8/1/202X – Finalize contract to lease warehouse space. 8/15/202X – Begin build-out and design converting warehouse space into a functional gym. 9/1/202X – Hire advertising company to begin developing gym’s branding, logo, social media accounts, website, and billboard design. 9/15/202X – Order all equipment. 10/5/202X – Hire gym manager and team of personal trainers. 10/15/202X – Train staff on proper policies and procedures. 11/1/202X – Grand Opening of Steven’s Gym.  

Steven’s Gym will be solely owned by Steven Malone. Steven is a retired Army Master Sergeant who has been stationed off and on at El Paso’s Fort Bliss for the past twelve years. Upon retirement, Steven decided to make El Paso his permanent home and embark on his dream of owning his own gym. Steven recognizes the lack of quality, independent gyms in El Paso and wants to open a gym that fits his idea of what a high-quality gym should be.

As a former powerlifter and personal trainer while serving in the military, Steven is aware of the proper equipment and facilities a gym should have. Steven envisions his gym to be friendly, clean, well-equipped, and affordable for the average person so that people from all walks of life will feel comfortable going to the gym and achieving their fitness goals. Steven will dedicate his life and focus on ensuring that his gym is always clean, staffed with the best trainers, and members are happy with what the gym has to offer.  

Financial Plan

Key revenue & costs.

The revenue drivers for Steven’s Gym are the membership fees it will charge each person that signs up to become a member. Each member will be placed on a membership plan where they can either pay month to month, enroll in either a 6 or 12 month contract, or pay for the entire year upfront.

The cost drivers will be the payroll for the staff, rent, utilities, cleaning supplies and equipment, and gym equipment purchase and maintenance. Other cost drivers will be the targeted marketing costs on social media and monthly fees for the CPA and advertising company.

Funding Requirements and Use of Funds

Key assumptions.

The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and in order to pay off the startup business loan.

  • Initial Number of New Clients per Month: 60
  • Average Monthly Membership Fee: $150
  • Gym Lease per Year: $100,000

Financial Projections

Income Statement

Balance Sheet

Cash Flow Statement

Gym Business Plan FAQs

What is a gym business plan.

A gym business plan is a plan to start and/or grow your gym. Among other things, it outlines your business concept, identifies your target customers, presents your marketing strategies and details your financial projections.

You can  easily complete your gym business plan using our gym business plan template here .

What Are the Main Types of Gyms?

There are many types of gyms or fitness centers. There are large, franchise gyms that have multiple locations across the country. There are also large single facility gyms. Finally, there are smaller gyms that tend to focus on a particular fitness segment, such as strength training, CrossFit, or group HIIT training.

What Are the Main Sources of Revenue and Expenses for a Gym Business?

The primary source of revenue for a gym or fitness center are membership fees. Typically, members pay month-to-month, or fulfill a year-long contract.

The key expenses for a gym or fitness center are the costs associated with payroll, purchase and maintenance of equipment, cleaning supplies, marketing costs, and working capital. Other expenses will be rent, utilities, taxes, accounts payable, and other licensing fees (if necessary).

How Do You Get Funding for Your Gym?

Gym businesses are most likely to secure funding from banks. Typically you will find a local bank and present your gym business plan to them. Family and/or friends could also be potential investors and other types of capital-raising such as crowdfunding are other common funding sources.

A well-crafted gym business plan, complete with a solid financial plan is essential for attracting any type of potential investor. This is true for a new gym business or established businesses looking to grow.

What are the Steps To Start a Gym Business?

Starting a gym or fitness center can be an exciting endeavor. Having a clear roadmap of the steps to start a business will help you stay focused on your goals and get started faster.

1. Write A Gym Business Plan - The first step in starting a business is to create a solid gym business plan that outlines all aspects of the venture. This should include market research on the fitness industry and potential target market size, information on the services and/or products you will offer, marketing strategy, mission statement, business model and pricing strategy and a detailed financial plan.  Our business plan template is the perfect guide to show you how to start a gym business plan.

2. Choose Your Legal Structure - It's important to select an appropriate legal entity for your fitness   business. This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks so it’s important to do research and choose wisely so that your gym business is in compliance with local laws.

3. Register Your Gym Business - Once you have chosen a legal structure, the next step is to register your gym business with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws. 

4. Identify Financing Options - It’s likely that you’ll need some capital to start your gym business, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms. 

5. Choose a Location - Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations. 

6. Hire Employees - There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events. 

7. Acquire Necessary Gym Equipment & Supplies - In order to start your gym business, you'll need to purchase all of the necessary equipment and supplies to run a successful operation. 

8. Market & Promote Your Business - Once you have all the necessary pieces in place, it’s time to start promoting and marketing your gym or fitness   business. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective Search Engine Optimization (SEO) strategy. You should also consider traditional marketing techniques such as radio or print advertising to reach your target audience.

Learn more about how to start a successful gym or fitness business:

  • How to Start a Gym Business

Where Can I Get a Gym Business Plan PDF?

You can download our free gym business plan template PDF here. This is a sample gym business plan template you can use in PDF format.

Other Business Plan Templates

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Fitness Business Plan Template (+ Free Examples)

Use this free fitness business plan template to modify and use as you learn how to create a fitness business plan.

Fitness Business Plan Template

Do you dream of starting your own fitness business ? With the increasing demand for health and wellness services, now is the perfect time to turn your passion for fitness into a profitable venture. There are many ways to make money with fitness (you can even start a fitness business from home or start a fitness business with no money ). However, before diving headfirst into the world of entrepreneurship, it is crucial to develop a comprehensive fitness business plan that will serve as your roadmap to success.

Fitness Income Ideas

Looking to start a fitness business? Our comprehensive fitness business plan template will guide you through the process, helping you create a solid foundation for success. Then learn how to create a gym business plan , how to create a gym budget , how to create a gym sales forecast , how to get a gym loan , and more—all part of understanding how much it costs to open a gym , how to start a fitness business , and how to start a gym . Or maybe you want to learn how to become a fitness influencer —we’ve got you covered with the best online fitness coaching software and the best fitness software for fitness influencers who want to start a fitness influencer business online.

And, of course, managing your fitness business online with the best gym management software and the best personal training software means that you can easily create fitness session plans, waivers, forms, fitness assessments, lead forms, registration forms, online booking, workout plans, and much more. Save yourself some time and hassle and get a demo with the best fitness business platform:


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Fitness Business Plan Template

[business/brand name], executive summary.

Business Concept

  • Briefly describe the fitness business idea, its core offerings, and unique value proposition.
  • Outline the short-term and long-term goals of the business.

Mission Statement

  • A clear statement defining the business’s purpose and approach to reaching its goals.

Vision Statement

  • A depiction of what the business aspires to achieve in the future.

Business Description

Nature of the Business

  • Detailed explanation of the type of fitness business (e.g., gym, personal training studio, online coaching service).

Target Market

  • Description of the target demographic and their fitness needs.
  • Details about the business location and why it’s beneficial.

Market Analysis

Industry Overview

  • Overview of the fitness industry, current trends, and future projections.

Target Market Analysis

  • Detailed analysis of the target market, including demographic, psychographic, and behavioral aspects.

Competitive Analysis

  • Analysis of competitors, their strengths and weaknesses, and your business’s competitive edge.

Services and Products

Service/Product Offering

  • Detailed description of services and products offered (e.g., personal training, group classes, wellness programs).

Pricing Strategy

  • Rationale behind pricing models for services and products.

Marketing and Sales Strategy

Marketing Plan

  • Strategies for reaching and attracting the target market.
  • Channels and tactics to be used (e.g., social media marketing, community events, referral programs).

Sales Strategy

  • Approach for converting prospects into customers.
  • Sales funnel and customer journey mapping.

Operational Plan

Daily Operations

  • Description of daily business operations, including opening hours and staffing.

Facilities and Equipment

  • Details about the physical space and equipment required for the business.

Suppliers and Partnerships

  • Information on any third-party suppliers and partnerships.

Management and Organization

Organizational Structure

  • Breakdown of the business’s organizational structure.
  • Roles and responsibilities of key team members.

Management Team

  • Profiles of key management team members.

Financial Plan

Start-Up Costs

  • Detailed list of initial expenses to start the business.

Revenue Projections

  • Forecast of revenue for the first few years.

Profit and Loss Statement

  • Projection of income, expenses, and profitability.

Funding Requirements

  • Total amount of capital needed to start and run the business.
  • Plans for securing funding (e.g., loans, investors).
  • Additional supporting documents like market research data, resumes of key team members, detailed financial forecasts.

Using a platform like can significantly enhance the operation of a fitness business. Its comprehensive tools for client management, workout programming, scheduling, and reporting can streamline business processes and improve client engagement and retention.

This template provides a structured approach for creating a fitness business plan. It can be customized to reflect the specifics of your fitness business idea, market, and operational strategy.

Fitness Business Plan Example 1: Dynamic Pulse Gym

Dynamic pulse gym.

  • Dynamic Pulse Gym, a state-of-the-art fitness center specializing in personalized training programs and high-energy group classes.
  • Short-term: Establish a member base of 500 within the first year.
  • Long-term: Expand to multiple locations and incorporate wellness services.
  • To provide an empowering fitness environment that motivates members to achieve their health goals.
  • To be recognized as the premier fitness destination in [City/Region] that transforms lives through innovative fitness solutions.
  • A full-service gym offering cutting-edge equipment, diverse fitness classes, and personalized training.
  • Health-conscious adults aged 20-50, looking for a motivating and supportive fitness environment.
  • Situated in [City/Region], in a densely populated area with high foot traffic.
  • Growing interest in personal health and fitness, with an increase in demand for versatile workout options.
  • Busy professionals and fitness enthusiasts seeking convenient and varied workout options.
  • Competitors include local gyms and fitness studios. Dynamic Pulse Gym differentiates itself with advanced technology integration and a wide range of services.
  • Personalized fitness assessments, one-on-one personal training, various group classes like yoga, spin, and HIIT.
  • Wellness workshops and nutritional counseling sessions.
  • Competitive membership fees with premium options for additional services.
  • Launch campaign with social media ads, local partnerships, and community events.
  • Ongoing engagement through a referral program, member testimonials, and fitness challenges.
  • Focus on building relationships through free trial sessions and personalized gym tours.
  • Implement a tiered membership system to cater to different customer needs.
  • Operation hours from 5 AM to 11 PM, with a staff of trained fitness professionals.
  • 10,000 square feet facility equipped with cardio machines, weightlifting areas, a yoga studio, and a spin room.
  • Equipment sourced from leading manufacturers; partnerships with local wellness brands.
  • Led by a CEO, with departments for operations, marketing, and training.
  • CEO with extensive experience in the fitness industry.
  • Operations Manager with a background in gym management.
  • Marketing Manager skilled in digital marketing.
  • Estimated $250,000 for facility lease, equipment purchase, and initial marketing.
  • Projected $500,000 revenue in the first year based on membership and service sales.
  • Expected profitability within the first two years with controlled operating expenses.
  • Seeking $300,000 in funding for initial start-up and operational costs.
  • Market research data, equipment lists, detailed biographies of management team members.’s comprehensive platform enhances Dynamic Pulse Gym’s operational efficiency, offering seamless scheduling, client management, workout creation, and progress tracking. This robust system ensures that Dynamic Pulse Gym operates at the forefront of the fitness industry with superior client engagement and retention.

Fitness Business Plan Example 2: Holistic Harmony Online Coaching

Holistic harmony online coaching.

  • Holistic Harmony, an online coaching service focusing on holistic health, combining fitness, nutrition, and mental wellness.
  • Short-term: Build a client base of 100 active clients in six months.
  • Long-term: Develop a holistic wellness app and expand service offerings.
  • To guide clients towards a balanced lifestyle through tailored online coaching.
  • To become a leading online platform for holistic health and wellness coaching.
  • Online personal coaching with a holistic approach, offering custom workout plans, nutrition advice, and mindfulness coaching.
  • Individuals seeking a balanced approach to health, particularly remote workers and those with busy lifestyles.
  • Fully online operation with the potential for global reach.
  • Increasing demand for online health services and a shift towards holistic health approaches.
  • Individuals aged 25-45, primarily working professionals who prefer the flexibility of online coaching.
  • Other online fitness and wellness platforms. Holistic Harmony’s comprehensive approach and personalized services provide a competitive edge.
  • Custom online fitness programs, nutritional planning, and virtual mindfulness sessions.
  • Subscription-based pricing with different tiers based on service levels.
  • Digital marketing strategy focusing on content marketing, influencer collaborations, and targeted social media campaigns.
  • Offering free initial consultations and introductory discounts to new clients.
  • Leveraging testimonials and success stories for client acquisition.
  • Regular client check-ins, content creation for the platform, and ongoing program adjustments.
  • No physical facility required. Investment in a high-quality website and coaching software.
  • Collaboration with freelance nutritionists and mental health experts.
  • Founder-led with a small team of certified coaches and administrative support.
  • Founder with expertise in fitness training and holistic health.
  • Team of freelance professionals for specialized coaching needs.
  • Approximately $50,000 for website development, marketing, and initial software setup.
  • Anticipated $150,000 in the first year, based on subscription model and consulting services.
  • Profitability projected within the first year with minimal operating expenses.
  • Seeking $75,000 in seed funding for initial setup and marketing.
  • Detailed website plan, service descriptions, and credentials of coaching team.

Utilizing’s versatile platform, Holistic Harmony can streamline client management, workout and nutrition plan creation, and progress monitoring. This platform facilitates efficient operations and high client engagement, positioning Holistic Harmony as an innovative leader in online holistic coaching.

These examples demonstrate how a fitness business plan can be structured for different types of fitness ventures, emphasizing the integration of as a key tool for operational efficiency and enhanced client service.

AMPD Golf Performance

Why You Need a Fitness Business Plan

A fitness business plan is more than just a document. It is your blueprint for building a thriving fitness empire. Whether you are seeking investors or planning to self-finance your venture, a well-crafted business plan will demonstrate your understanding of the industry, your target market, and your sustainable competitive advantage. Moreover, it will provide you with a clear roadmap and actionable strategies to navigate through the challenges and uncertainties that come with starting and running a fitness business.

Additionally, a fitness business plan can help you secure funding from banks or other financial institutions. Lenders often require a detailed business plan to assess the viability and potential profitability of your fitness business. By including financial projections, market analysis, and a comprehensive marketing strategy in your plan, you can increase your chances of obtaining the necessary funding to launch or expand your fitness venture.

Key Components of a Fitness Business Plan

When creating a fitness business plan, there are several key components that you need to include. These components will ensure that your plan covers all essential aspects of your fitness business, allowing you to make informed decisions and allocate resources effectively.

The first component is setting clear goals and objectives for your fitness business. This includes defining what you want to achieve and outlining specific milestones that will measure your progress. By setting clear goals, you can stay focused and motivated throughout your journey.

The second component is defining your target market. Understanding your ideal customers is crucial for tailoring your products and services to their needs and preferences. By conducting thorough market research, you can identify your target market’s demographics, interests, and pain points, enabling you to position your fitness business as the ultimate solution.

Next, you need to develop a unique selling proposition (USP) for your fitness business. Your USP is what sets you apart from your competitors and gives your target market a compelling reason to choose your fitness services over others. By identifying your unique value proposition, you can communicate your brand’s distinctiveness effectively.

Another essential component is analyzing the competition in the fitness industry. By assessing your competitors, their strengths, weaknesses, and market positioning, you can gain valuable insights to refine your business strategies and maximize your competitive advantage.

Creating a comprehensive marketing strategy is also crucial for attracting and retaining customers. Your marketing strategy should outline the channels and tactics you will use to reach your target market effectively. This includes online and offline marketing, social media, content creation, and building strategic partnerships.

Designing your products and services is another vital component of your fitness business plan. You need to clearly outline the range of services you will offer, including personal training, group classes, or specialized programs. Additionally, you should consider the equipment, facilities, and technology required to deliver exceptional experiences to your clients.

Outlining financial projections is essential for creating a sustainable business. This includes estimating your revenue, expenses, and profit margins. By projecting your financials, you can determine pricing strategies that balance profitability and competitiveness.

Estimating startup costs and funding sources is another critical component of your fitness business plan. This involves identifying the capital required to launch and operate your business and exploring financing options, such as loans, investors, or personal savings.

Formulating a management and organizational structure is crucial for streamlining your operations and ensuring smooth business processes. This includes defining roles and responsibilities, creating a hierarchy, and establishing efficient communication channels.

An effective sales and customer service strategy is essential for driving revenue and creating customer loyalty. You need to define how you will generate sales, whether through memberships, packages, or partnerships. Additionally, you should outline your approach to customer service, including feedback collection, complaint handling, and staff training.

Developing a strong brand identity is crucial for standing out in the crowded fitness market. Your brand identity should encompass your mission, values, visual elements, and tone of voice. By aligning your brand with your target market’s aspirations, you can create a powerful connection that inspires loyalty and drives referrals.

Implementing technology solutions is vital for enhancing your fitness business’s operations. This includes utilizing management software, scheduling systems, and online booking platforms to streamline administrative tasks and improve customer engagement.

Creating an actionable timeline and milestones will ensure that you stay on track and achieve your business goals within a specific timeframe. This involves breaking down your business plan into smaller, manageable tasks and setting deadlines to complete them.

Evaluating risk factors and formulating contingency plans is necessary for protecting your fitness business from potential threats and uncertainties. By identifying risks and establishing protocols to mitigate their impact, you can ensure business continuity and resilience.

Finally, monitoring and reviewing the performance of your fitness business based on the plan is essential for making data-driven decisions and adapting to market changes. By regularly analyzing key performance indicators (KPIs), such as revenue, customer satisfaction, and employee productivity, you can identify areas of improvement and make necessary adjustments to drive growth.

In conclusion, creating a comprehensive fitness business plan is the first step towards turning your fitness passion into a successful business venture. By addressing all key components, you can ensure that your plan covers every critical aspect of your fitness business, allowing you to make informed decisions and navigate challenges with confidence. Remember, a well-crafted business plan is not only a roadmap; it is your recipe for success in the ever-evolving fitness industry.

Jimmy Myers Relentless Sports Performance

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business plan for online fitness center

How To Start an Online Fitness Business: The Complete Guide for Beginners

Are you a fitness coach, physician, yoga trainer, fitness blogger, or gym owner? Do you prioritize fitness as the most crucial element of being healthy? Are you thinking of starting your own online fitness business?

If so, you’re in the right place!

Welcome to the ultimate guide on how to start an online fitness business.

This article will walk you through setting up your own online fitness business, selecting a niche, and growing your audience.

This beginner’s guide is designed to walk you through the entire process.

Here, we will cover the why, the how, the what, and the where of starting an online fitness business.

We will also cover the naming of your enterprise, setting up web hosting, selecting a WordPress platform, and everything you will need to create a successful online fitness business.

By the end of the article, you will have the information you need to plan, launch and run your business!

Why should you start an online fitness business?

If you’re into fitness, have trained people before and want to turn your passion into a business, why wouldn’t you?

An online fitness business can include exercise videos, fitness routines, healthy diet, and information around the niche. All the things you may already know well, just in an online form.

Here are a few underlying reasons to start an online fitness business:

Convert your passion for fitness into a business

As an expert in fitness, you can turn your ideas, techniques, thoughts, and passion into a great business. And what better way to present it than online?

You can educate millions and motivate them to adopt a healthier lifestyle from the comfort of your home.

Grow your fitness brand

Building an online form can help you grow your brand if you already own a physical fitness business.

Internet marketing can benefit your business. Most customers search online before most purchases, so an online presence will surely help.

Having an online presence helps with every aspect of your business. From building trust and authority to showing customers where to go if they want to attend a class.

Increase audience outreach

The global online fitness market is valued at $6 million and is projected to reach $59 million by 2027. That’s a huge target market!

With an online presence, you can reach out to a wide range of audiences across the globe and grow your business. And the best part is, that it equally benefits you as well as your audience!

Offer a flexible schedule for customers

Many people would love to get into a healthy routine but do not have a fixed time to go to the gym. Some people just have no idea about how to begin!

An online fitness business offers a solution. Not only does it offer a flexible schedule, but you can do it in the comfort of your own home.

Convert your audience into paying clients

Businesses, either online or physical, are all about making money! In exchange for products or services you offer, you get to make a profit.

You can sell products like gym equipment and supplements by integrating eCommerce into your website .

You can add a membership portal that allows access to your content to subscribed members.

How to start an online fitness business

If you’re looking to start an online fitness business, we have five detailed steps. We will also be discussing marketing and monetizing your venture.

Let’s start:

Step 1: Select a niche

The fitness industry is huge. It includes eating healthy to self-control, weight loss to motivation and meditation, diet plans, exercise, workouts, pilates, zumba, yoga, and so much more.

Looking at all the aspects of fitness expertise can be a smart move but we suggest working within a particular niche.

What do you mainly specialize in? Is it providing workout videos and routines, or is it offering and suggesting a healthy diet plan?

Do you plan on posting a whole routine of workout videos, or is it going to be a blog website with recipes and healthy eating ideas?

Here are some popular ideas with an existing audience to give you inspiration:

  • Weight loss
  • Bodybuilding
  • Healthy eating
  • Functional movement training
  • Nutrition plans for better health
  • A diet regime for all age groups
  • At home workout plans

Selecting a niche helps you in many ways, from choosing a target audience to keeping your focus.

A niche-based business website enables you to gain authority in your place and stand out from the rest.

Before choosing a niche, be sure to consider your passion.

Are you passionate about your subject? Are you sure you’ll enjoy working in it? Do you have enough experience for a fitness business?

You don’t have to come up with your niche in a day. We suggest ensuring you understand your wants and needs along with the market demands and business potential before selecting your niche.

Step 2: Come up with a suitable name for your business

The name of your business can have a significant impact on its identity and how others view it.

Naming your business is an incredibly important step. It comes with great responsibility because it frames your business and frames audience perception.

Before generating name ideas for your online fitness business, we recommend putting the following question into perspective:

  • What is your business going to be about?
  • Who is the target audience?
  • What content do you plan to offer?
  • Is the name just for your website or for a business too?
  • Is the name too challenging to spell or pronounce?

We suggest considering these questions before coming up with your business name.

We also suggest using the same name in the online form if you already own a physical business.

Moreover, you can look at your competition or view expired domain s for inspiration.

Once you come up with a name, one step remains – the domain test. Other businesses might have already used the word you’ve come up with.

We suggest coming up with two to three alternatives if your chosen domain name is unavailable. You can also be creative with domain naming, such as adding a region, niche or location to the name.

Think instead of

Step 3: Know your target audience

A niche helps you identify your target audience, but there’s more to it than that.

Your business is not only about you. Everything you do creates an impact on your audience.

That’s why we think audience analysis is essential.

Who is your audience? Who are your services developed for?

You need to go beyond and think about everything from your audience’s perspective: why they’re on your website, how can you benefit them, and what should you be offering?

With this in mind, you can find your target audience and focus on converting them into customers.

Step 4: Decide your business model

Remember when we said earlier that business is about making money? It is, and there are ways to do it. Deciding on a business model helps.

A business model helps define how your business will generate revenue. Therefore, when you start, it is necessary to determine the type of model to support your goals and incorporate it into your business plan and market search.

It simply outlines how your fitness business plans to make money.

The model comprises factors like:

  • What products will you be selling or what service are you going to offer
  • How to market the service you offer
  • What sort of expenses the company will face
  • How the fitness business expects to make a profit

An online; fitness business innovates the structures based on these models:

Fee-for-service model

This is what it exactly sounds like, changing the fee for a specific service offered. A business set on this model can increase its earnings by working for additional clients or increasing its rate.

Subscription model

Essentially, the customers are required to make a recurring payment for ongoing access to the service.

Bundling model

This model involves businesses selling two or more two products together in a single unit for a lower price than they would charge selling the products separately. An online fitness business can implement this model, offering various training packages in a single unit that benefits the clients.

Step 5: Select a suitable platform for your website

Once you have finalized your niche and name and a business model, it’s time to select a platform to build on.

There are free as well as paid platforms. If you’re serious about starting your business, we recommend using a content management system as your platform as they offer enriched features and flexible customization. is the most popular Content Management System (CMS) for hosting websites. It powers over 40% of the web.

It is a self-hosted platform where you buy your own domain name and web hosting.

We think self-hosted works best. There is a little more work involved, but you get complete control of your website, the design, feature, niche, customization, and every aspect of your online business.

To explore more options, you can check out our article on content management systems .

Step 5.1: Selecting reliable domain and hosting

Once you select a domain name for your business, it’s time to purchase and use it for your website.

A domain name is the address of your website, where your visitors type the www. name into the web browser to land on your website.

Our domain name is ‘ ‘ .

When selecting a domain name, we suggest going with a name that is memorable and easy to spell. The shorter the domain name, the easier it is to remember.

Also, we recommend adding popular extensions like .com or .net or .io.

Finding the best WordPress hosting service for your fitness business can be difficult. With so many hosting providers, which do you choose?

We have an article on the fastest managed WordPress hosting that might help.

Step 5.2: Setting up a business website in WordPress

To use WordPress, you need to set it up. Many hosting providers offer automatic WordPress installation, others let you install it in just a few clicks.

We have a detailed tutorial on how to install a WordPress website if you need it.

Setup takes just a few minutes and most of the work is done for you. Simply answer a few basic questions and WordPress will take care of the rest.

Step 5.3: Selecting a theme

Another great advantage of using WordPress is the availability of responsive themes !

So, what is a theme?

WordPress theme is a group of files built to change the appearance of your website. It includes style sheets, graphics, CSS, animation, and other files.

There are various types of themes, such as multipurpose, full-site editing, and niche-specific.

Themes control many things on your website ranging from layouts, fonts, and color schemes,

While there are hundreds of online fitness WordPress themes , we recommend choosing Astra .

Astra is built to deliver high performance and functionality. It operates efficiently and offers hundreds of professionally designed templates.

It can be a perfect fit for your online sports business because the theme is lightweight, speed-optimized, responsive, retina-ready, and most of all – free!

Step 5.4: Selecting plugins

Before setting up your website, we recommend installing and activating a few necessary plugins on your website.

A plugin is an addon that adds features or enhances existing ones.

You can use them to customize your website and add the features you need.

Check out our list of must-have plugins to get started.

Step 4.4: Setting up your fitness website

Now that you’ve every element to get your online fitness business up and running, it’s time to set up.

You’ll need to install a theme, design the homepage and necessary pages and publish it for the world to see.

If you choose Astra, all you’ll need to do is install the theme, install the Starter Templates plugin, select a gym or fitness website template and Astra does the rest.

To beautifully design and set up your website from scratch, follow our tutorial guide: How to make a WordPress website .

Step 5: Creating content and publishing it

The success of your online fitness business depends on the type of content you publish. Online businesses are defined by the quality and quantity of that content and it will make or break your venture.

Your niche selection gives you an idea of what kind of content to post on your website.

For an online fitness business, it can be workout videos, diet plans, video tutorials on how to get started and similar content.

Or it can be a blog, tips, videos, audio, or images explaining your fitness business.

To bring more visibility to your website, you should create content and publish it, keeping Search Engine Optimization (SEO) in mind.

Here’s our tutorial guide on how you can create content and publish it on your website .

To get started with creating content, you’ll need to add a page or post to your website.

Here’s how to add a new post. Adding a new page is exactly the same, just select Pages instead of Posts .

  • Head to Posts > Add New from your WordPress dashboard

You can enter the title and use multiple blocks to embed audio, image, paragraph, and videos on the page and design your content accordingly.

  • Publish the post

Similarly, following the same steps, you can create as many pages or posts as you like.

Marketing your business

Building a website and publishing content is only half the battle. It would help if you marketed it too.

The need for marketing has always been there. With an estimated 1.86 billion websites , it would help if you had some tactics to get yours noticed.

Tactics can range from sharing content on social media to email marketing . Marketing is a time consuming, but essential part of running a business.

Here are a few proven marketing strategies you can use for your online fitness business:

Use search engines

Some of the most popular search engines, like Google and Bing, have a huge audience. It is the primary way that users on the web can discover your website.

This is where SEO, Search Engine Optimization, comes in.

SEO is a very complex topic but can have a massive impact on the number of traffic you drive to your website.

To mark your online business friendly with SEO, there are a couple of things to keep in mind.

The first is keyword research . You need to find the correct keywords to use on your content to rank them well on the search engine pages.

The other way is by building links to your website. You can suggest your visitors share your content on social media and go guest post – getting backlinks to your site.

Overall, SEO is a gradual marketing strategy but can do much for you in the long run!

Share your content on social media

If you are talking about marketing strategy, social media is a must-have. With vast numbers of engaged users, you need to be able to share your business on at least two to three platforms.

Some of the most popular platforms for business are Twitter, Facebook, TikTok, YouTube and LinkedIn.

Consider where your target market is likely to hang out and concentrate your efforts there.

You can add a social share button on your website to help with this. You could also expand the audience on social media by forming channels or groups and engaging them with your content.

There are also options for social media marketing where you post your content in exchange for a few dollars.

We suggest creating content on the website that is shareable with your audience.

Email marketing

Email marketing is a crucial method of marketing after SEO and social media.

It is simple and easy to set up compared to other marketing methods.

The first step toward email marketing is building an email list. These details help you directly connect with potential customers.

You can send emails when you publish new content or if you have some exciting news.

To do so, many email subscribers and newsletters plugins are available to use on your website.

But, you must keep an eye on the open rates for the performance as not everyone is a fan of marketing emails!

Create partnerships with businesses

So you’ve created worthy content and published it on your website, kept SEO in mind, promoted it on social media, and created emails.

It’s now time to step outside of your website and do more by collaborating or partnering with other businesses.

You can reach out to other businesses with a similar target market and ask them to contribute to your blog.

Or work out an arrangement , where you exchange content providing backlinks to each other’s websites.

You could also collaborate with social media influencers. You can search for influencers in your niche and offer them merchandise or a subscription in return for publicity.

Guest posts

A guest post is where you write a post for another site, providing a backlink to your website as a reward. Backlinks are the primary payment for guest posts. The visitors on a site can be redirected to yours following the link to your online fitness website.

You prepare content on an agreed topic and post it on their website.

The initial starting guest post begins by reaching out to websites that can be suitable for your business.

Start earning from your online fitness business

While the intention of starting an online fitness business ultimately can be to earn money, it takes time, consistency, and patience to get you through the early steps.

A few other ways to start earning from your online fitness business are:

eCommerce integration

It is 100% possible to sell supplements and goods from your website by integrating them into a fully responsive eCommerce website.

Membership website

The membership portal is another form of earning from an online fitness business. You can create courses and content on your website that requires a subscription for your audience to access.

You can do this by using any of the membership plugins and prioritizing the membership function of the website.

Affiliate marketing

Affiliation can be a great source of income for websites doing well in SEO.

Wrapping up

Whether you’re a fitness enthusiast, a professional trainer, or knowledgeable in the fitness field, starting your own online fitness business could be a great move.

This post taught us what an online fitness business is and why we should start this business.

Further, we learned how you could get started.

We mentioned detailed steps to build your online fitness business, from selecting a platform to web hosting, the domain to the theme, and designing and customizing it.

Finally, we talked a little about marketing your business and earning from it.

Have you ever thought of creating your own online fitness business? Which platform, according to you, might be the best? What are your thoughts on this article?

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Disclosure: This blog may contain affiliate links. If you make a purchase through one of these links, we may receive a small commission. Read disclosure . Rest assured that we only recommend products that we have personally used and believe will add value to our readers. Thanks for your support!

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How to Create a Valuable Online Fitness Business Plan

Starting an online fitness business is exciting and can be done fairly quickly. But from my experience working with fitness instructors, I’ve noticed that the business’s initial planning phase is crucial to its success. And it stands to reason – the online fitness industry is booming, and it’s not projected to plateau anytime soon. In fact, the industry is projected to reach $325 billion by 2026 . 

But over the last few years, I’ve worked with many entrepreneurs who feel that having an online fitness business plan gives them a sense of direction and who knows which goals they must work toward. And the proof is in the studies:

In the U.S. alone, approximately 543,000 new companies start every month . But here’s the catch; only 7 out of every 10 stays in business within the first two years. Furthermore, only 5 of 10 businesses are running after five years. Roughly 70% of those surviving companies follow a strategic business plan. 

These statistics show us that without a full-proof business plan, it’s easy for an online fitness business to sway, lose touch with its target audience, or even go out of business. So, in my opinion, here are eight steps fitness instructors should take to help them write a solid, practical, and bullet-proof business plan:

Writing an Authentic & Practical Online Fitness Business Plan

In-depth business plans can be extremely lengthy and time-consuming to do. I feel that business plans can be between 5 and 15 pages long, with each page discussing a specific business, environmental, or marketing factors. Here is a list of the most valuable components your online fitness business plan should include:  

1. Include an Executive Summary

An executive summary is the synopsis of your entire online fitness business plan. This is why I always advise entrepreneurs to allocate a space for it – but to come back and do this section last. This will allow you to encompass all your research and gain a better understanding of conclusions prior to summarizing the business plan. 

Your executive summary can include an overall explanation of your fitness business, your mission statement, the company’s vision, and business goals. It should also outline your target audience and your plan on how you hope to serve this group of people using various products, services, and solutions. Try to be specific when talking about topics, but keep it concise. You’re looking for something less than a page long for your executive summary.

2. Study the fitness industry

Fitness Industry

The next phase is what I call the “analysis” phase. You’ll notice that points 2, 3, and 4 all speak about the analysis of a particular area. The first is about analyzing the industry you’ll be working in. In this case, that would be the online fitness industry. The analysis should include tasks like researching the online fitness market’s size, growth, and projected growth over the next five to ten years. Then you can add a brief paragraph on your knowledge about the online fitness industry, what fitness is today, and what it means to business owners and gym members. It’s also good to analyze how the industry evolved over time and understand what clients want in 2023. For example, they see fitness as part of a holistic wellness regime today, as opposed to ten years ago when fitness was just about attending one aerobics class.

3. Do an in-depth competitor analysis

The next element you should include is a competitor analysis. This can be done by researching anyone else offering a similar fitness solution to what you envision. When studying competitors, take the time to view their website, social platforms, fitness studios (if they have any), and general online presence. Read their client reviews, understand their products and services, and analyze their overall messaging and aesthetic. This will help you know how successful they are and what type of message and visuals resonate with the target audience.

4. Analyze your target audience

Once you’ve analyzed the industry and your possible competitors, it’s time to identify your target audience. The best way to identify your ideal client is to look at your offering and imagine who would be the client that would always come back for more fitness training sessions with you. This can be broken down by using various criteria; demographics, location, income, likes, dislikes, preferences, etc. The key is to try and outline your target market in the most specific way possible – the more refined your target market is, the more accurate and appropriate your marketing message will be.

5. Examine internal business operations

Now that the analysis phase is complete, it’s time to look at the internal business operational factors. These include everything from the online fitness tools you’ll be using to your business security, payment options, and more. This section should cover the bread and butter of your business. State any rules and regulations you may have to follow (this could be anything from privacy policies to health and safety regulations). It’s important to outline any terms and conditions you have in membership contracts.

6. Define your products, services, and solutions

This component must outline any products, services, or solutions you will sell via your online fitness business. You can have more than one offering – but it’s vital to mention each element that will be priced on your website. This can be updated as your business grows. Your products and services should all have a description, price, and profit margin attached to them. Once you begin selling, you will be in a position to quickly understand which products give you the most value for the time and effort spent on them.

7. Create your marketing strategy

Marketing Strategy

Once your product or service offerings are outlined, it’s time to start looking at your marketing strategy. Your strategy should include the following: 

  • Current and popular trends that you plan to capitalize on.
  • Marketing tactics you will implement in order to generate sales.
  • Marketing messaging and how that resonates with your target audience. 
  • A marketing calendar and implementation plan.

8. Do a detailed cost analysis

The last step is all about your financial plan. You should look at your costs and list them all in your business plan. This can be anything from your streaming equipment to cameras, lighting, online teaching platforms , editing software, etc. Each expense must be listed and catered for when pricing your products and services. Your financial plan should also include possible profit margins you would like to work with. This way, your success can be measured against an initial profit goal.

Creating business plans is something that should take time and effort. It should be mulled over for a while so that you can get your mind into the operational business space.

Business plans always give us a sense of vision and direction. But that’s not to say that your plan can never be changed. As your online fitness business grows, you may want to update your offering, make your target audience more specific, or add to your marketing strategy. 

This is the best way to do business – evolve with the times. It’s how most successful businesses continue to impress their customers. 

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Starting a Fitness Business: A Step-by-Step Guide

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Starting a fitness business is a heavy lift (pun intended). But it can also be a very rewarding industry to work in. You are helping people accomplish their fitness goals, and in turn, helping them to live healthier lives.

If you're looking to start a business with lucrative potential, this is a great industry to be in—the global health and fitness club market is projected to grow at a rate of 10.6% from 2018 to 2023. Furthermore, according to the 2019 International Health, Racquet and Sportsclub Association (IHSRA) Global Report, the United States health club industry generated a record $32.3 billion in 2018. Comparatively, the United States health club industry only generated $25.8 billion in revenue in 2015.

If you're a fitness junkie, you already enjoy breaking a sweat. Now it's time to put in a different kind of work. Here's everything you need to do when starting a fitness business.

business plan for online fitness center

Starting a fitness business in 6 steps

A good fitness business is centered around providing excellent equipment, professional instruction, and personal training. But starting a fitness business requires a lot more than that. Here are the six steps you'll need to take to start your fitness business.

How much do you need?

with Fundera by NerdWallet

We’ll start with a brief questionnaire to better understand the unique needs of your business.

Once we uncover your personalized matches, our team will consult you on the process moving forward.

Step 1: Decide what kind of fitness business you want to operate

There are many different kinds of fitness businesses out there. You can become a personal trainer, teach classes, or operate your own facility. There are pros and cons to each. Being a personal trainer is a low overhead venture if you're wondering how to start a fitness business with no money, but it requires in-depth knowledge of exercise and nutrition techniques. Operating a facility, on the other hand, requires a lot of overhead, but you can lean on the expertise of others. There are also gym franchising options to consider when thinking about starting a fitness business. Popular franchises include Crunch Fitness, Planet Fitness, and Pure Barre—you might even consider starting a Crossfit box.

If you're in need of inspiration for starting your fitness business, here are some popular options to consider:

Zumba studio

Physical therapy

Spin classes

Powerlifting gym

Yoga studio

Pilates studio

Step 2: Get trained

The next step in starting a fitness business is to get some training. Whether you want to know how to start a fitness training business or manage a gym, you need to have some background in fitness in order for people to actually think you know what you're doing. Good places to get credentialed include the National Strength and Conditioning Association (NSCA), American Council on Exercise, or National Academy of Sports Medicine. Legitimate certifications are accredited by either the NCCA (National Commission of Certifying Agencies) or the DEAC (Distance Education Accrediting Commission).

Of course, training in fitness isn't the only education you'll need. You're also going to need to do a lot of research into learning exactly what it takes to start a business.

Step 3: Write a business plan and select an entity

This step is pretty similar regardless of whether you're starting a fitness business or any other kind of business. When you’re writing a business plan, there’s a lot you'll need to include. You might find it helpful to use a business plan template to make sure you cover all of your bases.

Factors to consider when writing your business plan include:

An analysis of the market

Who your competition is

Marketing and sales plan

Financial plan and projections

The key is to make sure there's a need for your business and that you'll be able to generate enough business to continue operating after you've invested so much to get started.

Another important part of your business plan when starting up a fitness business is selecting your business entity. Given the nature of the fitness business, you should go with a business entity that offers owners some protection from liability. A limited liability partnership or limited liability company might make the most sense for you if you’re looking for some liability protection.

Step 4: Get necessary permits and insurance

There may be certain business licenses and permits required to operate a gym in your state and locality. You should check with your town, city, or county clerk’s office to make sure you're following all the regulations outlined by your various governing agencies for starting a fitness business.

One permit you'll most certainly need is a certificate of occupancy. A certificate of occupancy confirms that all building codes, zoning laws, and government regulations have been met. If you're leasing your gym space, it is typically the landlord's responsibility to obtain a certificate of occupancy.

Operating a gym also comes with some risks that opening another business might not. People are going to be working out, using equipment, walking around things they can trip over, and doing other potentially hazardous activities. You’ll want to make sure you get small business insurance for a host of scenarios so that if anything happens to someone while they’re in your gym, the business is covered.

You also want to be covered in the event that equipment is stolen or damaged. You might even want to encourage any instructors you hire to get personal trainer insurance as well.

Step 5: Get an EIN

There are a lot of reasons you need an employer identification number (EIN). It allows you to file taxes and avoid tax penalties, open a business bank account, speed up loan applications, establish business credit, and a lot more.

You can apply for an employer identification number online through the IRS. If you register with the IRS online, you should receive an EIN within minutes. Note that fitness businesses operating as sole proprietorships don't need an EIN, but it is still a good idea to get one for the aforementioned benefits.

Step 6: Get funding

If you're wondering how to start a fitness business with no money, some ventures aren't cheap, but you do have funding options that may work for you. According to health club consultant Bryan O'Rourke, costs start at $30,000 but can quickly soar to $500,000. What's more, getting a fitness business up and running takes some time—so you'll need to have a little in the bank.

If you’re looking for some startup funding there are a few options available to you, such as an SBA loan , a business line of credit, or a personal loan.

A business line of credit would give you access to money that you could pull from if you needed it in your early days of starting a fitness business. The difference between a line of credit and a loan is that while the money is available to you, you only have to pay interest on the funds you actually draw on.

There's also gym equipment financing , which is another great option if you're wondering how to start a fitness business with no money. The gym equipment purchased with the proceeds of the financing will, in turn, act as collateral for the gym equipment finance loan used to purchase it.

7 tips for starting a fitness business

Now that you know the steps you need to take when starting a fitness business, let's provide you with some tips that will help your business thrive. To provide you with the best advice possible, we talked to entrepreneurs who successfully started their own fitness business. Here's what they had to say:

1. Personalize your fitness business

The health and fitness club market is expected to grow to be a $147.1 billion industry by 2024, with an emphasis on personalized training.

Consider ClassPass, which operates in 18 countries around the world and is valued at $600 million. ClassPass teams up with classes at boutique studios to offer everything from cycling to yoga to dance to martial arts for its members. For a $19-$199 (which varies by subscription plan) monthly fee, members enjoy unlimited classes to studios in the ClassPass network and can attend the same studio up to a certain limit each month.

ClassPass’ success story is one example that customers want specialized, niche workouts offered in fitness boutique studios. If you're wondering how to start a fitness class business that will be attractive to a growing clientele, this is one example to follow. Other such examples include ShadowBox, a fitness boxing studio; GoRow Studios, a gym that specializes in workouts using rowing machines; then there’s modelFIT, a gym in New York and Los Angeles that is "marrying mindful nutrition with mindful exercise" and is a popular hangout for celebrities.

“People are kind of shying away from the lone wolf workout of going to a box or a membership gym because the [boutique fitness] market is more efficient,” says Eric Posner, CEO and co-founder of boutique cycling studio Swerve Fitness in New York City. “You get a better workout in a less amount of time and pay less than you would for a personal trainer by going to a fitness boutique.”

2. Make your fitness studio a place to hang out

In a panel discussion hosted by American Express' U.S. Small Merchants Group, ClassPass founder Payal Kadakia said fitness studios are “like the new restaurant scene"—it’s not just about burning calories and working out; it’s about the experience and lifestyle. It's paramount you know this if you want to know how to start a fitness business.

This concept of hanging out at your workout spot is how Posner, along with his co-founders Chelsea Kocis and John Henry McNierney came up with the idea for Swerve. It was just a few years ago that the three co-founders, who at the time were college athletes-turned-finance professionals, found themselves tired of taking clients through the typical dinner-and-drinks routine. Instead, they took them to cycling classes.

"We found this to be an unbelievable way to build relationships that were meaningful, as opposed to the typical steak dinners and drinks," says Posner.

“We were going to mostly cycling classes and what we saw about these classes was there were unbelievable ways to get an efficient workout in and do it with other people, but [these classes] weren't capturing the camaraderie of going with a group or going with other people. It was very individualistic,” continues Posner. “So, that's how we came up with the concept of a team-inspired indoor cycling workout.”

Making your gym a place people want to hang not only brings customers in the door, but also makes your fitness business a place they'll want to return to again and again.

3. Incorporate data into your services

We live in a data-driven world, so it makes sense that people want data-driven workouts. People want to see how many calories they burned, how their current performance compares to their past averages, and how they compare to other people—basically what they achieve when they leave a workout session.

Take the technologically-savvy Swerve workout room for example, where riders are divided into teams and try to bike their way to the highest score.

“Technology is playing a big role and the way that [Swerve was] able to tap into that is we have a console—you have a console on your bike—and you see your own personal metrics on this console during class,” explains Posner. “And there are big flat screens behind the instructors where you see your team's average score. After class, all your stats—and this shows how many miles you biked, how many calories you burned, where you ranked in class, and all that—can be viewed on your account profile.”

“So, we find that to be a huge motivating tactic for our riders… and that kind of adds another layer of accountability and it's very results-driven.” Want to know how to start a fitness business that will keep clients coming back? Give them the tools and data to accomplish their personal fitness goals.

4. Specialize in a type of workout or demographic

When Alana Kessler opened the doors to her yoga studio in 2009, she quickly realized classes offered to pregnant mothers who have busy, working lives basically didn’t exist. As a result, Kessler made prenatal classes essential to Sangha Yoga Shala's list of classes offered and has since then built a name for herself.

The key to how to start a fitness training business that offers quality, specialized classes is that you can’t skimp on good trainers. Spend time training instructors and finding excellent ones who will give your customers consistent results every time they’re in front of the class. If you want to know how to start a fitness business, the first thing you should figure out is how to acquire awesome trainer talent.

“I encourage my teachers to build,” advises Kessler. “I incentivize them to build with me. Some [studios] might tap out at a low rate to keep their overhead low, but I pay my teachers well.”

5. Get your studio on social media

Vanessa Packer, co-founder of modelFIT, told the audience at American Express' panel discussion that Instagram played an “instrumental part” in helping modelFIT become a lifestyle instead of just a gym. This means reaching out and engaging with your community on social media.

Do you make it easy for customers to post about their experience? Do you respond in a timely manner that builds connections with existing clients? Additionally, have you thought about untraditional marketing strategies to spread the word for your business? For example, ClassPass gave away passes to influential fitness bloggers in the beginning to quickly get their story out there. What social media marketing techniques could your fitness business do?

6. You'll need to wear many hats

According to Tyler Sellers, senior coach at Total Shape, starting a fitness business requires a lot more than just fitness instruction.

"You must be well-prepared for the behind-the-scenes logistics, especially at the start. As a piece of advice, being a small business owner means that you are the accountant, the administrator, the marketer, and the trainer at the same time," Sellers says.

7. Hire excellent staff

When Laurel Roach started TriFIT Wellness, a corporate wellness training facility in Phoenix, AZ, she says she didn't have a background in the fitness business. Therefore, she had to lean on the staff she hired in order to make her business a success.

"I recommend hiring the most qualified trainers because the wellness industry is notoriously under-regulated," says Roach. "Genuinely passionate employees are difficult to replace so make it a priority to hire and retain the trainers that make your customers feel like an all-star."


Start Your Dream Business

The bottom line

Starting a fitness business is a lot of hard work. But if you succeed, you'll join a booming industry that helps people live their life to the fullest.

This article originally appeared on JustBusiness, a subsidiary of NerdWallet.

On a similar note...

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The ultimate guide on how to start a fitness business.

Starting a fitness business is not a simple walk in the park. The demand for fitness has never been higher, with 70% of adults in the UK wanting to get healthier in 2021. If you’re looking to get into the fitness industry, the journey can be pretty confusing if you’re at the beginning. So to help you, we’ve created this guide on how to start a fitness business.

How to start a fitness business

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The fitness industry has lucrative potential —the global health and fitness club market is projected to grow at a rate of 10.6% from 2018 to 2023. At the height of the pandemic, a single UK-based fitness app garnered over one million downloads —signalling the societal change towards health and wellness.

If you’re a fitness junkie, you already enjoy breaking a sweat. Now the real work begins. In this article, we’re going to show you everything you need to know about how to start a fitness business .

What is a fitness business, and why start one yourself?

A fitness business is a facility or service for paying customers. A fitness facility can be more easily understood when split into two categories: traditional big-box gyms like Gold’s Gym or group-fitness-focused studios like Pure Barre. Whereas, a fitness service covers a wide array of services related to the fitness industry. For the purpose of this article, we will look at the fitness industry as a whole.

Although lockdown ignited an improved commitment to health and fitness, it was also responsible for a seismic shift away from traditional gym environments. The health and wellness industry is overflowing with opportunities for creative entrepreneurs with a fitness background to help others achieve their personal goals. Innovative, fitness-orientated individuals are discovering engaging and exciting ways to further their business and achieve a balance of body and mind.

Ideas for a successful fitness business in a post-pandemic climate

When public places were restricted in 2020, 80% of consumers tried live stream workouts , up from only 7% in 2019. Virtual fitness classes suddenly became mainstream, and the global population slowly embraced the stay-at-home approach. 

A recent survey of millennials and Gen Zers confirmed that they now prefer at-home to gym-based workouts ( 81% and 50%, respectively). These results indicate that personal trainers have an excellent opportunity to reach fitness-minded clients in these generations (born between 1981-2015; that’s ages 6-40) at home, where they most prefer to work out.

Besides the peace of mind to maintain safe social distancing, outdoor exercise stimulates the senses. At the start of 2021, outdoor exercise was expected to be the year’s top fitness trend, with 51.9% of active adults opting for open-air activities instead of only 14.6% one year earlier. Deciding to start an outdoor fitness group is great as the operational costs are significantly reduced (you don't have to pay for space in a park).

Outdoor fitness classes

People are spending more time inside these days, and that means more screen time. It’s never been a better time to profit from the power of the internet. A fitness enthusiast who is also great with a pen (or keyboard) can find that maintaining a blog that focuses on health and wellness can be a very fulfilling and profitable business. Why not even start your own podcast ?

If you are passionate about fashion, the fitness apparel industry is experiencing explosive growth and is expected to reach a market value of $248.1 billion by 2026 . Sub-categories including yoga-inspired clothing, sustainability, size inclusivity, customisation and wearable technology are all trending and will account for significant sales in a category already dominating global sales. Starting a fitness apparel online shop could be worth considering. 


Similarly, if you come from a sales background or are a marketer at heart, nutritional supplements are a great small business to consider. The fitness supplement market experienced sustained, double-digit growth in 2020, as COVID-19 incentivised better health and nutrition. For instance, the US market is valued at $140 billion and is anticipated to grow 8% through 2028.

These are just a few fitness business ideas you can consider getting into.

11 steps on how to start a fitness business

A successful fitness business is focused on delivering valuable services, professional instruction, and engaging personal training. However, starting a fitness business requires a lot more than that. Here are 12 steps on how to start a fitness business journey:

#1: Understand your competition

Do some research to understand what the competitors in your field are offering . It might pay to do some local surveys to gauge the trending fitness offerings where you live or wider internet-based surveys to gauge what your targeted client is interested in. Identify what kind of regimes or products are popular and what gaps are there in the fitness industry. 

Understand how they do business, what sets them apart and what internal tools they implement to make their business run smoothly.

#2: Decide on your niche

Before you immerse yourself in starting a fitness business, you’ll need to establish your speciality and fine-tune your brand . What’s your fitness aspiration? Are you interested in becoming a personal trainer ? Maybe a fitness influencer ? Have ambitions to run a boutique fitness studio ? Whichever direction you choose , you’ll need to obtain the proper certifications and knowledge to validate your authority . 

Once you’ve pinpointed your niche, research it as if your life depended on it (it might). Acknowledge your target demographic , and don’t forget your competition. Your competition is both local and virtual, so don’t limit your competitive research to your physical location. You’ll need to develop your fitness brand from all angles to stand out in a saturated wellness space.

Find your fitness niche

#3: Educate yourself

If your competitors have a high level of training or knowledge, you will need to match them to stay competitive. If your competitors suffer from a lack of training or knowledge, you can set yourself apart with additional up-skilling. Whilst conducting  market research identify the missing pieces in the fitness industry and the latest trends that no one is talking about? These could be the newest supplements , latest exercises  or eco-friendly appeal brands. 

Whether you want to know how to start a fitness business or manage a gym, you really should have some background in fitness before beginning this journey. You’re also going to need to do a lot of research into learning what it takes to start a fitness business, from marketing to social media promotions.

Business plan

#4: Write a good business plan

This step is crucial for anyone beginning any kind of business. It might be helpful to use a business plan template to make sure everything is covered from A to Z. Some important business plan considerations already appear in these steps, and they include:

  • Market and competition analysis 
  • Marketing and sales plan 
  • Financial plan and sales projections 

The overarching concept of a good business plan is to make sure that you’ll be able to generate enough business to continue operating after your initial investment. 

Look into what kind of business entity you will select for your new venture. Given the nature of the fitness business, go with an entity that offers owners some liability protection. A limited liability partnership or limited liability company might make the most sense for you if you’re looking for some liability protection .

#5: Fund your future business

The cost of starting a fitness business varies primarily dependent on whether you’ll operate in the physical or digital sphere . If you’re thinking of starting a gym business , the costs can begin at $25,000 for a small studio with essential equipment to over a million dollars for something more complete. If you’re thinking of starting a fitness blog with the aim of becoming a health and wellness influencer , those costs are significantly reduced. 

So what are your options for financing your fitness business?

  • Bankroll it on your own
  • Partner with an investor 
  • Secure a business loan 

Remember, the more you invest in your business, the more say you’ll have in running it.

#6: Find your space

Even if you envisage your fitness business as primarily virtual , you’ll need to consider where you’ll shoot your workout videos,  run your online sessions,  write your blog  or create your online store .

From a brand and marketing perspective, it helps to have a cohesive, uniform look for your online persona .

For recording workout videos or sessions, you'll need to find a well-lit room in your house or if you live somewhere warm record the videos outside. The key is consistency so people recognise the surroundings and think of your business.

The same advice applies to any online fitness business , if you have a website try to stick to your style of writing or colour scheme so people get used to and associate the style and colours with your brand . 

Renting a physical space for your business requires more effort and money. The good news is, plenty of landlords are willing to negotiate rent right now. 

These are just a few tips so far on how to start a fitness business. 

Consistency is the key

#7: Collect necessary permits and insurance

Your fitness business may be pursuant to specific operational licenses and permits , depending on where you live. You should check with your town, city, or registrar’s office to make sure you’re following all the regulations outlined by your various governing agencies for starting a fitness business. 

One permit you’ll most certainly need is a certificate of occupancy . A certificate of occupancy confirms that all building codes, zoning laws, and government regulations have been met. If you’re leasing your gym space, it is typically the landlord’s responsibility to obtain a certificate of occupancy.

Look into insurance offers and compare them to find the best agreement for you. Encourage personal trainers to take out their own policies if they work as freelancers in your space. 

#8: Hire excellent staff

​​If you’re starting a fitness club or gym, then you should look into hiring gym staff , unless you are prepared to invest in a gym management system . With the right gym management system, you’ll automate the registration process and as well introduce contactless entry , significantly reducing the number of staff needed. 

Regardless if you’re looking to hire gym staff , an assistant or anyone else to help you run your fitness business, you must use an efficient and streamlined interview process to screen prospective employees. Whatever stage you are at in your fitness business, your next hire is always the most important. 

Finding employees who are the right fit and hiring them at the right time will help your business achieve solid foundations and give you the best chance of standing out from the pack.

#9: Market your brand

Now it’s time to think about how you are going to publicise your business. Do some research about what has worked for similar companies in the past and what hasn’t. 

Social media is a HUGE part of the fitness industry, from Instagram to Facebook and everything in-between—it’s a great tool if you use it right. Putting some time aside to learn social media marketing in this digital day and age will for sure benefit your business. When thinking about how to start a fitness business, understanding marketing is valuable . 

It’s crucial to know your sales leads and put more time and effort into what is working. How many clients came from Instagram or Facebook, and how much money or time did you spend on each? Your energy is best focused on the one that works most effectively . 

Perfect Gym mobile application

#10: Choose the right management software

If you’ve decided on starting a fitness club or gym then give control to your club members with our premium fitness software solutions for self-service , including  class sign-up  online and through the mobile app . Members will be able to manage their memberships, change contracts or payment methods all through the client portal, reducing the need for front-desk staff. Thinking in terms of business, a reduced number of staff can equate to increased profits . 

With our advanced analytics and reporting , you can increase your gym’s retention rate and keep your members focused on their fitness performance. Everything your fitness business ever need, all in one place!

#11: Analyse your performance 

Now let’s see if all your hard work has paid off! Prepare some benchmarks to measure your progress and gain a deeper understanding of your fitness business. 

For fitness club or gym view  detailed information about new and returning clients (average class attendance, total sessions booked and no-shows). This kind of info paints a clear picture of what’s working for your business and what’s not. PerfectGym creates integrated and customised reports to make adjustments (like offering more of one class). You’ve got to know what your clients like to give them what they want.

If you're writing a blog or running an online shop , you'll want to know how many of the visitors are new and how many are returning visitors. Tools like Google Analytics can help you gain valuable insight into your readers or shoppers. 

Starting a fitness business can be an intimidating but rewarding prospect. It takes ambition , planning and leadership to succeed. You need to be willing to learn from your mistakes to face up challenges. By following these steps on how to start a fitness business , you will be well on your way to fitness business glory.

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13 Most Common Mistakes to Avoid When Choosing Gym Management Software

13 Most Common Mistakes to Avoid When Choosing Gym Management Software

In the digital era, having comprehensive gym management software is essential in ensuring efficient operations, enhancing member experiences, and fostering business growth. With numerous options available, selecting the right provider will avoid wasting time, reducing productivity, and causing frustration for both gym owners and members. Read this blog post to steer clear of common mistakes when choosing your gym management software.

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Digitally Transform Your Health Club

As consumers become more in control over their well-being, fitness clubs must be digitally prepared to service members with a variety of options and fitness experiences. Our fitness software acts as a digital platform to facilitate these experiences by utilizing data and integrations to make digital transformation for fitness facilities more possible.

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How to Create a Fitness Studio Business Plan

February 8, 2023

business plan for online fitness center

Whether you are starting a studio, or already run one, a well-crafted fitness studio business plan is essential for building a profitable fitness business. A solid gym business plan helps you stay on track by identifying key market dynamics, illuminating opportunities for competitive advantage, and giving you key performance metrics to focus on. 

Your fitness studio business plan may drive such critical decisions as where to locate your gym, how large a space to buy or lease, how many staff members you hire, what their pay rates should be, how many fitness classes and what type of classes and training programs you’ll offer, and the most effective ways to promote your fitness business. 

If you own and operate an already established fitness business, revising your business plan – or creating one if you never have – can make a huge difference in boosting your bottom line and helping you to grow, especially if your gym’s growth has plateaued. A business plan is a constantly evolving blueprint that should reflect where your fitness business is in the moment, and let stakeholders know where you’re going and how you plan to get there. 

In this post, we’ll review the elements of a solid small gym fitness plan, give you some gym business plan examples and links to gym business plan templates.

Here are the key elements of any good fitness studio business plan:

Executive summary.

In this section of your gym’s business plan get down on paper your “why.” What is the purpose of your fitness business plan? What elements will you include in your gym’s business plan and why? How will this business plan demonstrate the viability of your fitness studio over time? What are your long term goals and how will you define success? Consider this section your “elevator pitch.” 

Starting a fitness business is no small feat. Doing your homework up front will not only give you confidence to weather the ups and downs of running your own business, but show potential investors that you’re prepared. Imagine being an investor who is reading your business plan, and whom you want to assure that you’ve got a solid vision backed up by well researched facts and figures. Add a few lines about your fitness business’s “why” that inspire and demonstrate your passion and commitment as a small gym or fitness business entrepreneur. 

Company Overview

This is the place to give all the details about who, what, where, when and why your fitness business exists. Include your mission and vision plus a detailed description of the type of services your fitness business offers and to whom. How is your gym or fitness studio structured? Is it independently owned by one or more people? Is it a franchise? Is there more than one location? What is the ownership structure? Are there shares? How are important business decisions made and by whom? 

This is the place to give clear, concise information about the products and services you offer, why you started your fitness business and what differentiates you in your local market. 

Industry Analysis

Taking time to research your market, understand trends and map the competitive landscape can make or break a fitness business, whether you’re in start-up mode, or an established player. 

What is your population size? How far are the people living in your area willing to travel to work out? What is your target demographic in terms of age, gender, income and other lifestyle factors? Pinpoint your major competitors. Get to know their pricing and promotions. Is there an unmet need in your area that your fitness business can tap into? You may want to consider using a SWOT format, outlining the strengths, weaknesses, opportunities and threats for competing gyms and your fitness studio. 

Also, make sure you’re on top of the latest national and global fitness industry trends like online workouts and gym-goers’ preference for small boutique fitness experiences versus big box gyms. What innovative programs and services are top companies offering? Why? 

Marketing Strategy

Many small fitness business plans rely solely on word of mouth to promote their gym. While getting great recommendations through your community is an essential step in building a thriving fitness community, long-term, your fitness studio needs to have a solid, multi-channel marketing strategy to maximize your brand’s exposure to potential new customers. 

In today’s competitive fitness industry landscape, it’s essential to understand how to efficiently use digital marketing platforms like social media, local search and email. To effectively run promotional programs, having a fitness business software platform that tracks your customer’s engagement and includes email, web and social media integrations is essential. 

List all the key members of your fitness studio’s leadership team and include professional, biographical information that highlights their skills and experience. Your gym’s leadership team could include owners, board members, investors, lead instructors, sales and customer service representative and any business advisors you may have brought on board. 

Describe how each person on the team will guide your fitness business to success. Consider including compensation structures and information about performance bonuses. Plan ahead for an eventual sale of your fitness business and formalize how owners and/or investors will be paid. 

This is the section where many new business owners are overly optimistic. Base your financial projections on fact and always over-estimate expenses and under-estimate revenues. This includes being realistic about membership sales, seasonal fluctuations, attendance and staff turn-over. Calculate your gym’s monthly expenses and then figure out what your revenue per class or training session needs to be to cover your expenses plus owners’ compensation. From here you can determine how many class passes and/or monthly membership’s your fitness business will need to be profitable. 

There can be a high turn-over rate in the gym business, so you’ll need a steady stream of potential new students coming through your doors each month, and know at what rate they will convert into long-term customers. Know your fitness niche’s average new student conversion rate. 

Build out at least five years of financial profit and loss estimates. Be sure to take into account any rent increases in your lease, taxes, increases in instructor pay and get granular with your expenses, from phone and internet to Facebook ads to the toilet paper in the bathroom, and don’t forget all those new cleaning products you’ll need to operate safely and courteously in a post-pandemic world. 

Gym Business Plan Templates This site offers a free outline of all the core content you’ll need to include in a fitness studio business plan. You can purchase a step-by-step business plan builder, including access to customer service and expert advise for $97. Business Plan is rated A+ by the Better Business Bureau and has strong, positive ratings from satisfied customers. 

Bplans If you need a bit of inspiration check out or Bplans DIY gym sample plans for fitness centers, corporate fitness, gyms, health clubs, as well as martial arts studios, gymnastics schools, and a number of other athletics businesses.

For those who want a higher level of support in creating a full fleged, modern business plan, Bplans offers a paid option called LivePlan . It contains the same templates and information you can access for free on the company’s website, plus additional guidance to help you develop a complete plan. Pricing starts at $12/mo. for a year subscription or $18/mo for a 6 mo. plan.

Institute of Personal Trainers This well-respected trade organization offers personal trainers a free business plan that includes step-by-step instructions. You can download the guide using the link on the association’s website. The institute understand that during the process of writing a business plan you will be presented with questions, ideas or challenges that you might not have thought of before. According to the organization, this alone makes it worth doing.

Remember, it’s better to start the process of creating a gym business plan, even if you feel intimidated, than to procrastinate until you feel you’ll get it perfectly right. There is a wealth of knowledge to be gained simply by going through the process. Writing out your fitness studio business plan may open your eyes to blind spots in your business strategy or long-term performance goals and shift your business into a whole new realm of growth opportunity in the coming year. 

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Gym Business Plan

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Is exercise or fitness your passion? Or do you have a good understanding of gym equipment and workout routines?

If yes, you might have considered having your own gym at some point. After all, who doesn’t want to turn their passion into a profession?

And guess what! Just like you wouldn’t hit the gym without a workout plan, starting your own gym demands a comprehensive gym business plan!

If you’re seeking investors to kickstart a new fitness center or aiming to expand an existing gym business, a modern business plan is an essential tool.

A well-written gym business plan will help you pay attention to every detail, and support your entrepreneurial journey to make the best strategies for a profitable business.

But before diving right into the detailed gym business plan; let’s check out some interesting facts about the fitness industry.

Fitness Industry Outlook

  • The growing enthusiasm for fitness and the desire for a healthy lifestyle has led to the demand for gyms. As of now, 39% of Americans have gym memberships.
  • The fitness industry has been booming in recent years, and it is expected to have 230 million members by 2030 .
  • The Health and fitness market revenue is estimated to grow at a rate of 11.52% annually, reaching a market volume of US$2.32 billion by 2027.
  • The fitness industry is expected to increase its revenue by 172% from 2021 to 2028 – reaching $435 billion.
  • From 2011 to 2019, the revenue for gyms and health centers in the United States consistently increased each year.
  • Recently, the United States led the world in gym industry revenue and is expected to add 15.6 million more members by 2030.

Now that you know the fitness industry outlook, it’s time to explore all the key components you will need to include in your professional gym business plan outline:

Key Components of a Gym Business Plan (w/ Examples)

  • Executive Summary
  • Company Overview
  • Industry and Customer Analysis
  • Competitor Analysis
  • Service Offerings
  • Marketing Strategy
  • Management Team
  • Operations Plan
  • Financial Plan

1. Executive Summary

The executive summary is the first and foremost section of the business plan. Generally, it is a quick overview of your entire gym business plan.

It should be clear, concise, and engaging as it will create your first impression and draw readers to delve further into your plan.

You can start this section with a brief introduction to your gym business and discuss the following key elements:

  • Market Opportunity
  • Vision & mission statement
  • Target market
  • Your products and services
  • Marketing strategy
  • Management team
  • Financial Outlook

After that, end your summary with a clear call to action to invite potential investors or readers to the next meeting.

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business plan for online fitness center

2. Company Overview

The company overview section provides a more detailed description of your gym business.

It includes the legal structure, location, ownership, critical success factors, business history, and everything about your business.

First, provide the basic details of your gym including what is the name and what type of gym you are operating.

Mention the names of your gym owners/partners along with the qualifications. You can also include the business history(if any) and milestones you have achieved.

After that, describe your business goals to convey a high level of aspirations and vision that you want to achieve. Here is an example, describing the business goals and objectives:

Setting future business goals for a gym is a crucial step in outlining a clear path to achieve success and growth. The Stayfit Company’s goals and objectives include;

  • Increase the client base by 100 customers within the first year of operation.
  • Relocating to a large and more appropriate location facility by the first year of operation.
  • Expand service offerings to provide a comprehensive fitness experience.
  • Establish partnerships and increase brand visibility to become a recognized fitness brand in the community.
  • Increase total memberships to 500 within 5 years.

Remember, this section gives an in-depth understanding of your business and business owners. So, make it clear and intriguing.

3. Industry and Customer Analysis

In the industry and customer analysis section of your gym business plan, it’s necessary to offer a comprehensive overview of the fitness industry and target market.

This section gives you a deep understanding of your industry and target customer attributes which will help you in business planning.

Here are some questions that will help you in the analysis:

  • What is the current market size of the fitness industry in terms of revenue?
  • What are the current trends in the gym business?
  • Who are the target audience, and which customer segment do you wish to serve?
  • What is the growth forecast for the gym business?

For example, look at this market segment and target market of the gym business with the help of Upmetrics:

market segment and target market of the gym business

As a gym owner, you can target the following customer profiles:

  • Blue-collar employees (factories, warehouses, service industry)
  • White-collar individuals(corporate or government employees)
  • High school & college students
  • Military members and their families
  • Athletes who often train for fitness competitions

In short, a thorough industry analysis will educate you about the local market and help you prepare marketing strategies according to the market trends.

4. Competitor Analysis

This competitor analysis will help you understand the top competitors and identify the strong points of their service offerings.

As a gym business, you should make a list of the number of gyms or other fitness businesses operating in your locality, their size, and their customer base. Try to specify who are your direct and indirect competitors.

  • Direct competitors can be other local gyms
  • Indirect competitors can be another type of gym or fitness center, or health club in your area.

Now, let’s focus on your direct competitors and provide an overview of each competitor, including their size and where they’re based. Evaluate their strengths and weaknesses including their service offerings and pricing structures.

Refer below example; showing competitor analysis description:

gym business competitor analysis description

A better way to conduct this analysis is by noticing things from a customer’s perspective. You might even ask your competitors’ clients what they like or dislike about them to get valuable insights.

This way you can understand what makes your competitors successful and what gaps you can fill. Also, consider the unique selling proposition of your gym business.

Specify your tactics to stay ahead in the competitive landscape and make all the difference in the local gym market.

5. Service Offerings

Next, specify the scope of your service offerings and elucidate how they meet the diverse needs of your clientele.

This section must be informative, precise, and client-focused, as it is a detailed breakdown of what your fitness business offers your customers.

You can include a comprehensive suite of services encompassing types of membership options, available exercise equipment, personal training sessions, group fitness classes, or nutritional counseling.

Here, you can take a reference from the below example written using Upmetrics AI Assistant :

Also, detail any membership fees or pricing plans in this section to add or revise services. Mention if your gym provides any additional services, like physical therapy, massage therapy, recovery modalities, etc.

6. Marketing Strategy

Writing the sales and marketing plan section means jotting down all the customer acquisition strategies and the tactics for how to retain them.

You can consider the following marketing approaches to gaining and keeping customers for your new gym business:

Unique Selling Proposition

Define your gym’s USPs depending on the market you serve, the gym equipment you use, and the unique services you provide. Highlight certified gym trainers, specialty programs, and regular community events.

 gym's USPs

Social media marketing

Use social media platforms to attract more users. Create engaging content and entice your audience with inspirational posts and special offers. Connect with your customers digitally as well as in the gym.

Establish a professional website and brand symbol (gym’s logo) to reach a wider audience. Showcase all your service offerings and build trust among potential customers.

Loyalty plans

Consider loyalty plans to retain existing gym members and encourage long-term commitment. Create membership tiers or referral programs to offer discounts or additional benefits.


Partner with local businesses (health food stores, fitness centers, or clothing brands), and fitness influencers to cross-promote services or offer collaborative discounts. That can expand your gym’s reach and draw a broader audience.

Offline advertising

Traditional offline marketing can still be effective in engaging with your local community. Clearly state your advertising strategies, including open bulletin boards, print marketing, flier distributions, or community events. For instance,

Consider following offline advertising strategies to reach specific demographics:

  • Local Print Media: Advertise in local newspapers, magazines, or community newsletters to target residents in your area.
  • Flier Distribution: Distribute flyers or brochures in strategic locations such as community centers, local cafes, or residential areas to raise awareness about your gym.
  • Community Events: Sponsor or participate in community events, fairs, or health expos. This not only promotes your gym but also allows for direct interaction with potential members.

Pricing strategy

Try to develop detailed strategies, like offering special introductory discounts, free trials, seasonal promotions, or membership packages with additional services to attract and retain members.

7. Management Team

A strong management team is essential to showcase your gym’s ability to thrive in the industry. This management team section emphasizes the key members who can help grow your fitness business.

You can highlight your key managers, fitness experts, personal trainers, or nutritionists. Also, explain each member’s expertise and roles.

Also, discuss the compensation plan in this section, along with their salaries, incentives, and other benefits. For instance,

compensation plan of gym business

8. Operations Plan

This operations plan is like a map that shows how you will make your business work.

It provides detailed insights into the day-to-day operations of your gym and highlights key areas such as staffing and operational processes.

Consider adding below essential components to your operational plan:

Try to mention the number of trainers, support staff, and therapists needed. Briefly outline the duties they will perform and detail their qualifications & training required.

Operational Process

Summarize the processes and techniques you will use to run your gym. Your operational process section may include hosting fitness classes, assigning trainers, scheduling the group HIIT classes, billing, training staff, etc.

Equipment & Machinery

You can include the list of gym equipment and machinery required for the gym, such as strength training equipment, pull-up bars, cardio equipment, free weights/dumbbells, and aerobic equipment.

Refer to the below example written using our AI assistant:

9. Financial Plan

Presently, you are in the business planning phase, but devoting some time to putting together the most realistic financial projections is also crucial when you start seeking funding from investors.

It is a detailed blueprint of all the cash flow and revenue streams, initial startup costs for setting up your gym and equipment, profit margins, and operational costs.

So, mention all the below elements in your gym business plan outline:

  • Profit and loss statement
  • Cash flow statement
  • Balance sheet
  • Break-even analysis
  • Business ratios
  • Exit strategy

This financial forecast has a substantial value in terms of whether you secure funding or not. And evaluate the funding resources, including bank loans, SBA-guaranteed loans, crowdfunding, or personal savings.

Here’s an example of a projected P&L statement for a gym business plan with the help of Upmetrics:

projected profit and losss statement for a gym business plan

Download Free Gym Business Plan PDF

Need help writing your gym business plan from scratch? Well, here you go; download our free gym business plan pdf now and start writing.

This modern, user-friendly business plan template is specifically designed for your gym business.

With a step-by-step guide and example, it helps you write a solid gym business plan without missing any crucial steps.

The Quickest Way to turn a Business Idea into a Business Plan

Fill-in-the-blanks and automatic financials make it easy.


Start Drafting Your Plan with Upmetrics

With Upmetrics, you will get easy-to-follow steps, 400+ sample business plans, and AI support to streamline your business planning approach.

Our financial forecasting tool will help you develop accurate financial forecasts for 3 or more years if you’re not great with financial formulas.

Whether you’re venturing into a new business or aiming for expansion, Upmetrics provides valuable resources and insights to build successful and professional business plans that perfectly align with your objectives.

So, don’t wait; start planning now !

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Frequently asked questions, where can i find examples of successful gym business plans.

There are various online platforms where you can find sample business plan templates. Consider reputable sources like Upmetrics , which offers a successful gym business plan template for your specific needs.

What should I include in my gym business plan?

You should include the following key elements in your gym business plan:

  • Executive summary
  • Company overview
  • Industry and market analysis
  • Customer Analysis
  • Competitor analysis
  • Service offerings
  • Marketing Plan
  • Operations plan
  • Financial plan

What are important gym location factors to consider when writing a business plan?

While writing a business plan, consider the following gym location factors:

  • Easy accessibility and high visibility area
  • Assess the availability of sufficient parking space
  • Check and comply with local zoning laws and regulations
  • Analyze the local demographics to align with the target market
  • Evaluate the proximity of competitors

How often should I update my gym business plan?

It is very necessary to regularly update your gym business plan, especially in dynamic industries like gym & fitness. Consider updating it at least once a year or more often if there are significant changes in your business.

What are the common mistakes to avoid in a gym business plan?

Following are some of the most common mistakes you should consider avoiding when writing a gym business plan.

  • Ignoring thorough market research
  • Overestimating financial projections
  • Neglecting competitors analysis
  • Overlooking marketing strategy

About the Author

business plan for online fitness center

Vinay Kevadiya

Vinay Kevadiya is the founder and CEO of Upmetrics, the #1 business planning software. His ultimate goal with Upmetrics is to revolutionize how entrepreneurs create, manage, and execute their business plans. He enjoys sharing his insights on business planning and other relevant topics through his articles and blog posts. Read more

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How to create a gym business plan

  • Annabelle Amery
  • Sep 5, 2023

how to create a gym business plan

When starting a business , it’s crucial to create a comprehensive and clear business plan. This applies to all types of businesses , including a gym business . A gym business plan is a strategic document that outlines the goals, objectives and strategies for starting and running a successful gym.

A gym business plan serves as a roadmap for entrepreneurs, providing guidance on how to navigate the challenges and complexities of the fitness industry. It helps entrepreneurs define their vision, mission and target market, as well as identify the resources and steps needed to achieve their goals.

Need a way to promote your gym business online? Get started with Wix’s website builder , which includes built-in marketing and scheduling tools.

Why create a gym business plan?

A gym business plan is particularly important for individuals who are new to entrepreneurship. It provides a structured approach to starting a gym by outlining the necessary steps, such as securing funding, finding a suitable location and acquiring equipment. Some of the other main advantages include being able to:

Attract funding: A well-written gym business plan can attract potential investors or lenders who may be interested in supporting your venture financially. It demonstrates your understanding of the market, your competitive advantage and your plans for profitability.

Understand resource requirements: A comprehensive gym business plan helps entrepreneurs identify the resources required to start and operate their gym successfully. This includes business registration (cost to start an LLC ), equipment, staff, marketing materials and other supplies necessary for day-to-day operations.

Achieve long-term success: A gym business plan provides entrepreneurs with an opportunity to thoroughly analyze their target market and competition. By conducting market research and competitive analysis, they can develop strategies to differentiate their gym from others in the industry.

Set goals: A well-crafted gym business plan helps entrepreneurs set realistic and measurable goals for their gym. These goals can include financial targets, membership growth, customer satisfaction levels and other key performance indicators.

Make better decisions: Having a clear business plan in place helps entrepreneurs make informed decisions about various aspects of their gym, such as pricing, marketing strategies and expansion plans. It serves as a reference point for evaluating options and making choices that align with the overall business strategy.

Guide your website messaging and design: A gym business plan also includes considerations for creating a business website . In today's digital age, making a website is crucial for attracting customers and promoting your gym. The business plan can outline the website's purpose, design, functionality and marketing strategies to drive traffic to the site.

How to write a gym business plan in 6 steps

A gym business plan is a crucial document that outlines the strategies and goals for starting and running a successful gym. It provides a roadmap for entrepreneurs, guiding them through the process of establishing and growing their fitness facility. To create an effective gym business plan, it is important to include six main parts:

Executive summary

Business and domain names

Market analysis and research

Operations plan

Marketing and advertising

Financial plan

01. Executive summary

The executive summary is a concise overview of your gym business plan. It provides an introduction to your gym, highlighting its unique selling points and summarizing the key elements of your plan. The executive summary should include a brief description of your gym, your mission statement, an overview of the target market and competitive landscape, a summary of your marketing, your advertising strategies and an outline of your financial projections (including how you plan to raise money for your business ).

Example of an executive summary for a gym:

“ABC Fitness is a state-of-the-art gym located in downtown Cityville. Our mission is to provide a welcoming and inclusive environment where individuals of all fitness levels can achieve their health and wellness goals. With top-of-the-line equipment, certified trainers and a variety of group exercise classes, we aim to be the premier fitness destination in our community.

In an increasingly health-conscious society, the demand for fitness facilities continues to grow. ABC Fitness differentiates itself by offering personalized training programs tailored to each member's specific needs. Our strategic location in the heart of the city ensures easy accessibility for our target market of urban professionals.

To attract customers, we will implement a comprehensive marketing campaign that includes online advertising, social media promotions, and partnerships with local businesses. We project steady growth in membership numbers over the next three years, resulting in increased revenue and profitability.”

02. Business and domain names

Choosing the right business name for your gym is crucial for building brand awareness and trust. It should reflect your gym's values, target market and unique selling proposition. Here are some steps to consider when deciding on a company name:

Brainstorm keywords and concepts related to fitness, health and wellness

Use a business name generator (or specifically a small business name generator ) for inspiration and to generate unique name ideas

Consider the availability of domain names associated with your chosen company name

Check the availability of the chosen domain name using domain registration websites

Be inspired: Gym business name ideas , Fitness business name ideas

Learn more about registering your business once you’ve landed on your business name and legal structure.

03. Market analysis and research

Including market analysis and research in your gym business plan is essential for understanding the competitive environment and developing a better business strategy.

Target market: Analyze the target market by identifying demographics, psychographics, and fitness preferences of potential customers. Conduct a SWOT analysis (strengths, weaknesses, opportunities and threats) to assess your gym's internal and external factors.

Competitors: Research competitors in your area to understand their strengths, weaknesses, pricing strategies and marketing efforts. Identify opportunities for differentiation by offering unique services or targeting underserved segments of the market.

04. Operations plan

The operations plan outlines the logistical aspects of your gym, including location, premises, equipment and staffing needs. Make sure to select a suitable location that is easily accessible, has ample parking and aligns with where your target market is based.

Then determine the size and layout of your gym space based on the number of equipment, exercise areas, locker rooms and amenities. Research and budget for the necessary gym equipment, including cardio machines, weightlifting equipment and fitness accessories.

Lastly outline staffing requirements by identifying the number of trainers, instructors, front desk staff and maintenance personnel needed.

05. Marketing and advertising plan

The marketing and advertising plan lays out the strategies and campaigns you will implement to promote your gym business. To do this you’ll need to first identify your target audience and tailor your marketing efforts to reach them effectively.

Then, plan out a strong brand identity by creating a logo, color scheme and visual elements that resonate with your target market. (Need help creating a logo? Check out these fitness logo ideas or Wix’s free logo maker .)

Consider using various marketing channels such as social media platforms, online advertising, local partnerships and community events. Then plan compelling content that highlights the benefits of joining your gym and showcases success stories from existing members. You can also implement referral programs or incentives to encourage current members to bring in new customers.

06. Financial plan

The financial plan is a cornerstone of any gym business plan, providing an in-depth overview of how the business will secure initial funding, manage expenses, generate revenue and outline the projected time frame for achieving profitability. This section is pivotal in demonstrating the financial viability and sustainability of the gym business to potential investors, stakeholders and lenders.

Startup costs and funding: Starting a gym business entails various upfront costs that should be carefully estimated for accurate financial planning. These costs include lease or purchase of the gym space, equipment procurement, interior design, licensing and permits, marketing, initial staffing and operational supplies. Funding for these startup costs can come from diverse sources, such as personal savings, business loans, grants, partnerships or investments.

Revenue projections: Revenue projections provide a forecast of the expected income over a specific period, usually the first few years of the gym's operation. These projections should be based on thorough market research, competitor analysis and realistic expectations.

Profit and loss projection: The profit and loss projection, also known as the income statement , offers an overview of the gym business's revenue, expenses and net profit or loss over a specific period. It provides insights into the financial health of the business and its potential profitability.

Time frame for profitability: The time frame for achieving profitability in a gym business depends on factors like membership growth, marketing strategies, operational efficiency and retention rates. Typically, gyms aim to reach profitability within the first year or two of operation

steps to developing a business plan

Gym business plan examples

Creating a gym business plan from scratch can be a daunting task, especially if you're new to entrepreneurship. Fortunately, there are many resources available that provide gym business plan templates to help you get started. These templates serve as a framework for organizing your ideas and ensuring that you include all the necessary components in your plan. Here are two draft business plans for hypothetical gym businesses, incorporating the main parts discussed earlier.

By using templates as a starting point, you can customize them to fit your specific vision and goals for your gym. Remember to conduct thorough research, analyze your target market and develop strategies that set your gym apart from the competition. With a well-crafted gym business plan in hand, you'll be well-equipped to start your journey towards building a successful fitness facility.

Business plan template #1: neighborhood fitness studio

The Neighborhood Fitness Studio is a boutique gym located in a residential area, catering to individuals seeking a personalized fitness experience. Our mission is to provide a welcoming and supportive environment where members can achieve their health and wellness goals. With certified trainers, state-of-the-art equipment and a variety of group exercise classes, we aim to become the go-to fitness destination in our community.

Company name and domain name

We have chosen the name "FitHub" for our neighborhood fitness studio. The domain name is available and aligns well with our brand identity.

Our target market consists of local residents aged 25 to 45 who value convenience and personalized attention

Competitor analysis reveals that there is no other gym within a two-mile radius offering specialized fitness programs tailored to individual needs

We plan to differentiate ourselves by offering personalized training plans, nutrition counseling and small group classes

We have secured a 2,000 square foot space in a commercial building with ample parking for our gym

The gym will be equipped with cardio machines, free weights, strength training equipment and a designated area for group exercise classes

We will hire certified personal trainers, fitness instructors and front desk staff to ensure excellent customer service

Marketing and advertising plan

We will utilize social media platforms like Facebook and Instagram to promote our gym and engage with potential customers

Local partnerships with health food stores and wellness centers will allow us to reach a wider audience

We will offer a free trial period for new members and implement a referral program to incentivize word-of-mouth marketing

Business plan template #2: upscale fitness center

The Upscale Fitness Center is a premium gym targeting affluent individuals who prioritize luxury and exclusivity. Our mission is to provide a high-end fitness experience that combines cutting-edge equipment, personalized training and luxurious amenities. With our state-of-the-art facility, expert trainers and exclusive membership perks, we aim to become the preferred fitness destination for the elite in our city.

We have chosen the name "Elevate Fitness" for our upscale fitness center. The domain name is available and reflects our commitment to helping members elevate their fitness journey.

Marketing analysis and research

Our target market consists of high-income individuals aged 35 to 55 who value personalized service and are willing to invest in their health

Competitor analysis reveals that there are no other fitness centers in our city offering the same level of luxury and exclusivity

We plan to differentiate ourselves by offering VIP amenities, personalized training programs and exclusive member events

We have secured a 10,000 square foot space in a prime location, featuring high-end finishes and top-of-the-line fitness equipment

The fitness center will include dedicated areas for cardio, strength training, group exercise classes and a spa-like relaxation area

We will hire certified personal trainers, nutritionists and spa professionals to provide a comprehensive wellness experience for our members

We will leverage digital marketing strategies, such as targeted online advertising and influencer partnerships to reach our affluent target market

Exclusive membership events and collaborations with luxury brands will create buzz and attract high-profile individuals

We will offer personalized consultations and complimentary services to prospective members to showcase the unique value of our fitness center

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Gym Business Plans

Did you know each of these plans was created in LivePlan? Learn More

Fitness Equipment Business Plan

Circuit Fitness Importing is a start-up business that has been formed to become the exclusive importer of the Wega Corporation’s innovative Esercitazione Diritta fitness equipment.

Health Club Business Plan

Corporate Fitness is a service-oriented, start-up business based on the belief that healthy employees are more productive and efficient employees.

Gymnastics Instruction Business Plan

Gymnastics Jump-Start will offer tumbling, introductory gymnastics, and low-level competitive gymnastics instruction to children in Bouncetown.

Karate Business Plan

City Dojo offers group and individual classes in the art of karate and self-defense.

Martial Arts School Business Plan

Cents and Senseibility is a new value-priced Taekwondo martial arts school.

Physical Fitness Gym Business Plan

Ladies Only Fitness’ goal is to provide a gym for young mothers who are looking for a fitness environment that is focused on their unique needs.

Rock Climbing Gym Business Plan

Igneous Rock Gym is a start up rock climbing gym that is dedicated to creating an ultra-safe environment with properly trained staff.

Weight Loss Seminars Business Plan

Brushy Mountain Retreat offers a series of workshop programs teaching a practical, livable, healthy livestyle approach to weight management.

Workout Gym Business Plan

Mountain Brook Fitness Center is a fitness center where parents can bring children to be taken care of while they do whatever exercise activity they desire.

A good gym involves more than just the right exercise equipment. You need to think of the type of clientele you’ll be serving, membership and subscription fees, hosting fitness classes, and finding new ways to differentiate your fitness center from the competition. The best way to plan all this out and leverage your strengths is by starting off with a business plan.

If you need a bit of inspiration check out or gym sample plans for fitness centers, corporate fitness, gyms, health clubs, as well as martial arts studios, gymnastics schools, and a number of other athletics businesses.

If you’re looking to develop a more modern business plan, we recommend you try LivePlan . It contains the same templates and information you see here, but with additional guidance to help you develop the perfect plan.

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business plan for online fitness center

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  • 8 steps to create a great gym business plan 

women on battle ropes in gym

Your gym business plan is your roadmap to success. It guides you on your journey, helps you to make better decisions, and attracts potential angel investors to your business. Creating a business plan is a process. It’s easy to think of your business plan as one single document that you build and then you’re done. But, your business plan evolves and changes with you; it’s not a static checklist. 

Whether you’re starting a new small business or expanding an existing one, a business plan sets the foundation for success. As we all emerge out of the coronavirus pandemic, it’s especially important to evaluate your business plan to make sure you’re still on top of your game.

A great gym involves more than fitness equipment. Setting up a gym is a big task which is why you want to give yourself the best opportunity to succeed. All stages of your business plan are equally important and essential for the final steps. In this article, we try to understand the core elements of a gym business plan and how you can craft a business plan for your fitness business. 

  • What is a gym business plan? 
  • Why do you need a fitness center business plan?

What is a gym business plan? 

Before we dive into how to create your business plan, let’s start at the beginning. So, what is a gym business plan? Well, it’s a document that tells the reader who you are as a business and a realistic idea of where the business is heading. At a basic level, your business plan answers the following questions: 

  • How does your business work?
  • How are you going to succeed?
  • What steps do you need to take to succeed?

Research shows that entrepreneurs who write formal business plans are more likely to succeed . Business owners seeking external financial support are also more likely to commit their thoughts to a formal business plan. With a new business, it’s beneficial to pull your ideas into focus and put pen to paper. 

Why do you need a fitness center business plan? 

The main aim of your gym business plan is to create a blueprint for your business. For instance, if a potential investor were to read your business plan, they would understand how your gym will progress and succeed in the future. Your business plan also helps you to identify fresh opportunities and see gaps in your current business model or set up. Depending on where your business is, a business plan can be dual-purpose. Here’s why you need a business plan from day one. 

Test your business idea 

Starting a fitness business is by no means easy. So, you have an idea, and you think it could be a winner. But you can’t always go out and test that idea. A business plan allows you to feasibly test that idea without actually starting the business. Working through your idea and creating a business plan allows you to break down numbers, analyze the market and competitors, and save you a lot of time in the long run. In the early stages, it’s a good idea to work through your idea and create a business plan. The more knowledge you have about your business, industry, and potential customers, the better you can see if your business idea could be a success. 

Attracts investors and secure funding 

If you want to attract investors, you need a business plan. Most businesses need to secure funding and seek outside financial support. A thorough business plan helps you to obtain startup capital and funding for your new gym business. Even established businesses often need extra funding for expansion and business growth. Potential investors and finance companies will need concrete numbers with facts and figures to move forward with your business. Without a business plan, there is little to no chance of getting funding from investors, banks, or other external financial institutions. 

Achieve short-term and long-term goals 

It’s great to have both short-term and long-term goals in mind, but it’s important to go a step further. A good business plan will contain detailed strategies on how you intend to achieve these goals. It could involve your business model, equipment plans, hiring strategies, and marketing efforts. Think about everything that you need to do to achieve your goals. Most businesses tend to have overarching business goals that are supported by smaller goals. It’s crucial that your business plan maps out your strategies for achieving your goals. Because goals and strategies can shift, as your business evolves, you can update your business plan as necessary. 

Make business planning manageable 

A business plan is important for both new and established businesses. Firstly, a business plan gives you a higher chance of success. Budgeting, market analysis, and planning will set the foundation for a smoother beginning. When you have set out your goals and strategies to help you achieve them, you can implement what you need to progress. This whole process helps to make business planning more manageable and effective. A great business plan helps you to manage your business, monitor, and assess your progress over time. 

The 6 Crucial Steps to Opening a Gym or Studio

Chris Cooper, a gym owner, author and the founder of the Two Brain Business offers expert insight into the proven formula for a successful fitness business . In an episode on The Fitness Founders Podcast, he talks about how gyms were forced to rethink their business models during the COVID-19 crisis and where fitness operators should spend their time and money to be successful. 

8 steps to create a great gym business plan 

Developing a business plan is an organized process where you go through specific steps to achieve a final result. To start, think about where you are now and where you want to be. This will help you get into the right mindset when writing your business plan. There will be many times when you will refer to your business plan to help you make a decision. So, the more information you have, the better. You will need to dig deep into your business idea, future finances, competitors, and fitness industry to help you collate the information together. By following these eight steps, you can begin to cover all the different aspects of your health club and start building a great gym business plan template. 

1. Executive summary 

The executive summary is always at the top of the business plan. It should be an attention-grabbing business pitch that’s short and concise, yet interesting. You will continue to flesh out the points from your executive summary throughout the document. But this first section should be very clear and engaging. Although the executive summary is the first document in the business plan, it can be easier to write it at the end. Keep in mind what it should include so that you answer your own questions as you write your business plan. The executive summary should explain: 

  • Who – who you are and what you offer 
  • Why – what you hope to accomplish 
  • How –  how you are going to get there 

2. Company overview 

The company overview is a more detailed description of your business. You go beyond talking about who you are and delve into the type of clientele you plan on serving, how your business stands out from the competition, and the goals of your business. Because gym business models can differ, now is a good time to explain how you will run your business in more detail. Your executive summary states your mission statement and explains your thoughts at a high level. As you go through your business plan, you have the opportunity to expand and build on your thinking to showcase your business. Your company overview can include: 

  • Expand on the purpose of your business 
  • Business model and structure
  • Products and services you offer 
  • Target market research  
  • Founding story 
  • Legal structure 

3. Industry analysis 

The industry or market analysis is where you investigate the local market. Think about your niche, current trends in the market, and how your business aligns with market demand. You’re looking to evaluate the fit of your business in today’s market. Try to include some facts and statistics about your industry and the future of the market. For example, a gym looking to obtain funding for expansion into online fitness would include trends and statistics on the rapid acceleration of digital fitness and where the market is headed in the future. 

4. Customer analysis 

Within the gym industry, there are various niches and audience segments. Even within one business, you can have multiple target audience personas. The customer base you choose to target will have a big impact on your business, the types of services you offer, and how you market yourself. Start by breaking your target customers down by the following: 

  • Demographics – age, gender, income level, occupation, location, and education, etc.   
  • Psychographics – needs, interests, opinions, beliefs, and values, etc.  

5. Competitor analysis 

A competitor analysis investigates businesses that are direct competitors to you. These are the gyms that offer a similar service in your niche. Although you can mention indirect competitors, this section is mainly for a detailed analysis of your direct competitors. Depending on your business type, you could have both in-person competitors as well as digital-only competitors. Although it may be impossible to find out everything about a competitor, you can usually get a clear idea from your research. Break down each of your competitors into the following: 

  • Services and products they offer 
  • Target audience 
  • Pricing and business model 
  • Strengths and weaknesses 

6. Marketing strategy 

The marketing section of your business plan is the place to explain everything you plan to do to get your services in front of your target audience. Include your strategy, projected startup costs, and consider who will be handling the marketing efforts of the business. Your marketing strategy can include: 

  • Social media marketing 
  • Advertising 
  • Email marketing 
  • Referral program 
  • Sponsorships
  • Partnerships 
  • Pricing 

7. Management team 

Ideally, you and your team members have fitness experience within your niche. This section is a great place to highlight the skills, experience, and expertise of your management team. By doing this, it helps to show how specific team members will help you to achieve success. Lay out key members of your team. This doesn’t need to be limited to your fitness experts, but other experts who will guide your business like marketing and sales managers, customer service, and maintenance personnel. How you structure your business and the type of compensation and benefits you offer will help you to attract and retain high-quality talent over time. 

8. Financial plan 

Depending on where you are with your business, your financial plan can include current financials for the most recent year and future projections. Your projected revenue should be based on facts and solid research with supporting numbers. The financial plan can include a five-year projection with detailed breakdowns of monthly and annual earnings. Think about your income, cash flow, costs, and outgoings. Your finances are the backbone of your business, so it’s important to be as thorough as possible. 

In summary 

Starting a business is hard and comes with its own set of challenges. A good business plan gives you a point of reference to help you navigate your business. Whether you’re looking to expand your gym or start from scratch, a business plan covers all aspects of your gym so that you have every opportunity to succeed. While you may face some unforeseen issues, a business plan helps you to identify potential problems as much as possible. Your business plan isn’t a static document set in stone, instead, it can serve as a guide to growth and your future success through changing times. 


Jenny Weller

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Fitness Center Business Plan Template & Guidebook

Are you starting a fitness center? The demand for high-quality fitness facilities has never been higher. Starting a fitness center can be a fulfilling and profitable venture. However, it's important to have a solid business plan in place to ensure the success of your business. Our Fitness Center Business Plan Template & Guidebook is designed to help you easily create a comprehensive business plan for your fitness center. This guidebook provides step-by-step instructions on how to create each section of your business plan, as well as helpful tips and examples to ensure that your plan is thorough and effective. With our template and guidebook, you can confidently put together a solid business plan to help you achieve your fitness center business goals.


Get worry-free services and support to launch your business starting at $0 plus state fees.

  • How to Start a Profitable Fitness Center Business [11 Steps]
  • 25 Catchy Fitness Center Business Names:
  • List of the Best Marketing Ideas For Your Fitness Center Business:

How to Write a Fitness Center Business Plan in 7 Steps:

1. describe the purpose of your fitness center business..

The first step to writing your business plan is to describe the purpose of your fitness center business. This includes describing why you are starting this type of business, and what problems it will solve for customers. This is a quick way to get your mind thinking about the customers’ problems. It also helps you identify what makes your business different from others in its industry.

It also helps to include a vision statement so that readers can understand what type of company you want to build.

Here is an example of a purpose mission statement for a fitness center business:

A fitness center business could have the following purpose mission statement: "Our purpose is to help our members achieve their health and fitness goals by providing a comprehensive range of high-quality fitness services and amenities. We are committed to creating a welcoming, inclusive environment that caters to people of all fitness levels and backgrounds. Through expert coaching, innovative programming, and state-of-the-art equipment, we strive to inspire and support our members to live their best, healthiest lives."

Image of Zenbusiness business formation

2. Products & Services Offered by Your Fitness Center Business.

The next step is to outline your products and services for your fitness center business. 

When you think about the products and services that you offer, it's helpful to ask yourself the following questions:

  • What is my business?
  • What are the products and/or services that I offer?
  • Why am I offering these particular products and/or services?
  • How do I differentiate myself from competitors with similar offerings?
  • How will I market my products and services?

You may want to do a comparison of your business plan against those of other competitors in the area, or even with online reviews. This way, you can find out what people like about them and what they don’t like, so that you can either improve upon their offerings or avoid doing so altogether.

Image of Zenbusiness business formation

3. Build a Creative Marketing Stratgey.

If you don't have a marketing plan for your fitness center business, it's time to write one. Your marketing plan should be part of your business plan and be a roadmap to your goals. 

A good marketing plan for your fitness center business includes the following elements:

Target market

  • Who is your target market?
  • What do these customers have in common?
  • How many of them are there?
  • How can you best reach them with your message or product?

Customer base 

  • Who are your current customers? 
  • Where did they come from (i.e., referrals)?
  • How can their experience with your fitness center business help make them repeat customers, consumers, visitors, subscribers, or advocates for other people in their network or industry who might also benefit from using this service, product, or brand?

Product or service description

  • How does it work, what features does it have, and what are its benefits?
  • Can anyone use this product or service regardless of age or gender?
  • Can anyone visually see themselves using this product or service?
  • How will they feel when they do so? If so, how long will the feeling last after purchasing (or trying) the product/service for the first time?

Competitive analysis

  • Which companies are competing with yours today (and why)? 
  • Which ones may enter into competition with yours tomorrow if they find out about it now through word-of-mouth advertising; social media networks; friends' recommendations; etc.)
  • What specific advantages does each competitor offer over yours currently?

Marketing channels

  • Which marketing channel do you intend to leverage to attract new customers?
  • What is your estimated marketing budget needed?
  • What is the projected cost to acquire a new customer?
  • How many of your customers do you instead will return?

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business plan for online fitness center

4. Write Your Operational Plan.

Next, you'll need to build your operational plan. This section describes the type of business you'll be running, and includes the steps involved in your operations. 

In it, you should list:

  • The equipment and facilities needed
  • Who will be involved in the business (employees, contractors)
  • Financial requirements for each step
  • Milestones & KPIs
  • Location of your business
  • Zoning & permits required for the business

What equipment, supplies, or permits are needed to run a fitness center business?

To run a fitness center, you'll need a range of equipment and supplies, as well as a few permits. Here's a quick rundown of what you'll need:

  • A physical location for your fitness center, such as a standalone building or a space within an existing gym or other fitness facility
  • A variety of exercise equipment, such as treadmills, stationary bikes, weight machines, and free weights
  • Audio and visual equipment, such as TVs and music systems, to create a welcoming atmosphere
  • Changing rooms and showers for customers to use
  • A reception area and office space for staff to work in
  • Depending on your location and the services you offer, you may need to obtain a business license and other permits, such as a permit to operate a gym or fitness center.

Overall, running a fitness center requires a mix of equipment, supplies, and permits to ensure that you can provide a high-quality fitness experience for your customers.

5. Management & Organization of Your Fitness Center Business.

The second part of your fitness center business plan is to develop a management and organization section.

This section will cover all of the following:

  • How many employees you need in order to run your fitness center business. This should include the roles they will play (for example, one person may be responsible for managing administrative duties while another might be in charge of customer service).
  • The structure of your management team. The higher-ups like yourself should be able to delegate tasks through lower-level managers who are directly responsible for their given department (inventory and sales, etc.).
  • How you’re going to make sure that everyone on board is doing their job well. You’ll want check-ins with employees regularly so they have time to ask questions or voice concerns if needed; this also gives you time to offer support where necessary while staying informed on how things are going within individual departments too!

6. Fitness Center Business Startup Expenses & Captial Needed.

This section should be broken down by month and year. If you are still in the planning stage of your business, it may be helpful to estimate how much money will be needed each month until you reach profitability.

Typically, expenses for your business can be broken into a few basic categories:

Startup Costs

Startup costs are typically the first expenses you will incur when beginning an enterprise. These include legal fees, accounting expenses, and other costs associated with getting your business off the ground. The amount of money needed to start a fitness center business varies based on many different variables, but below are a few different types of startup costs for a fitness center business.

Running & Operating Costs

Running costs refer to ongoing expenses related directly with operating your business over time like electricity bills or salaries paid out each month. These types of expenses will vary greatly depending on multiple variables such as location, team size, utility costs, etc.

Marketing & Sales Expenses

You should include any costs associated with marketing and sales, such as advertising and promotions, website design or maintenance. Also, consider any additional expenses that may be incurred if you decide to launch a new product or service line. For example, if your fitness center business has an existing website that needs an upgrade in order to sell more products or services, then this should be listed here.

7. Financial Plan & Projections

A financial plan is an important part of any business plan, as it outlines how the business will generate revenue and profit, and how it will use that profit to grow and sustain itself. To devise a financial plan for your fitness center business, you will need to consider a number of factors, including your start-up costs, operating costs, projected revenue, and expenses. 

Here are some steps you can follow to devise a financial plan for your fitness center business plan:

  • Determine your start-up costs: This will include the cost of purchasing or leasing the space where you will operate your business, as well as the cost of buying or leasing any equipment or supplies that you need to start the business.
  • Estimate your operating costs: Operating costs will include utilities, such as electricity, gas, and water, as well as labor costs for employees, if any, and the cost of purchasing any materials or supplies that you will need to run your business.
  • Project your revenue: To project your revenue, you will need to consider the number of customers you expect to have and the average amount they will spend on each visit. You can use this information to estimate how much money you will make from selling your products or services.
  • Estimate your expenses: In addition to your operating costs, you will need to consider other expenses, such as insurance, marketing, and maintenance. You will also need to set aside money for taxes and other fees.
  • Create a budget: Once you have estimated your start-up costs, operating costs, revenue, and expenses, you can use this information to create a budget for your business. This will help you to see how much money you will need to start the business, and how much profit you can expect to make.
  • Develop a plan for using your profit: Finally, you will need to decide how you will use your profit to grow and sustain your business. This might include investing in new equipment, expanding the business, or saving for a rainy day.

business plan for online fitness center

Frequently Asked Questions About Fitness Center Business Plans:

Why do you need a business plan for a fitness center business.

A business plan is a document that outlines the goals and objectives of a business, as well as the strategies and tactics that will be used to achieve those goals. It is important to have a business plan for your fitness center business because it helps to focus the efforts of the company, communicate the business's goals and objectives to potential investors, and provide a roadmap for the business to follow. Additionally, a business plan can be used to help secure funding from investors or lenders, who will want to see that the business has a solid plan in place before they provide funding.

How to write a business plan for your fitness center business?)

To build a business plan for your fitness center business, start by researching your industry, competitors, and target market. Use this information to define your business's goals and objectives, as well as the strategies and tactics that you will use to achieve those goals. Next, create a financial plan that outlines your projected income, expenses, and profit. This should include a projected income statement, cash flow statement, and balance sheet. Once you have all of this information, you can use it to create a comprehensive business plan that outlines the goals and objectives of your business, as well as the strategies and tactics that you will use to achieve those goals. A well-written fitness center business plan contains the following sections: Purpose, Products & Services, Marketing Plan (including Marketing Strategy), Operations/Management Plan (including Operations/Management Strategy), Financial Plan (including Financial Forecasts), and Appendixes.

Can you write a fitness center business plan yourself?

Yes, you can write a fitness center business plan yourself. Writing a business plan is a valuable exercise that can help you clarify your business idea, identify potential challenges and opportunities, and develop a roadmap for success. While there are many resources and templates available to help you write a business plan, the process of creating one is ultimately up to you.

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I'm Nick, co-founder of, dedicated to helping aspiring entrepreneurs succeed. As a small business owner with over five years of experience, I have garnered valuable knowledge and insights across a diverse range of industries. My passion for entrepreneurship drives me to share my expertise with aspiring entrepreneurs, empowering them to turn their business dreams into reality.

Through meticulous research and firsthand experience, I uncover the essential steps, software, tools, and costs associated with launching and maintaining a successful business. By demystifying the complexities of entrepreneurship, I provide the guidance and support needed for others to embark on their journey with confidence.

From assessing market viability and formulating business plans to selecting the right technology and navigating the financial landscape, I am dedicated to helping fellow entrepreneurs overcome challenges and unlock their full potential. As a steadfast advocate for small business success, my mission is to pave the way for a new generation of innovative and driven entrepreneurs who are ready to make their mark on the world.

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How To Create A Gym Business Plan? Step-by-step Guide For Fitness Centers

  • Updated on May 10, 2023

Most gym rats’ dream is to start a gym business . You would see tons of confusing information when you start googling how to open a gym. Here is the complete guide for starting a fitness business and writing a gym business plan.

Table Of Content

  • Why does Gyms Become So Popular?
  • The Nature of the Sports Business

What types of Fitness Business Are There?

  • How to start a Fitness Business?
  • How to Write a Gym Business Plan?

How to charge the customer for a Fitness Center?

  • How to start an online Fitness Coaching Business?

The Total Cost to Open a Gym

Why does gyms become so popular.

In the Modern World, people are getting more calories than they need so they become fat. For their health and look so many people are demanding fitness centers. That’s why so many new gyms (fitness centers) are opening and they all need a gym business plan.

Therefore, people are trying to take care of their bodies. There are 2 reasons to start a gym or take a personal trainer from fitness coaches .


A Sound Mind in A Sound Body

As we said, modern consumption addictions, make everybody eat more than they need. It is one of the biggest reasons that there are more health issues related to food consumption. People who really care about it, are looking for a way to lose weight. Especially, easiest method for it is starting a fitness.

Look Good, Be Good

2nd biggest reason is starting a gym is, of course looking good 😊. When people look better, they have more confidence. It leads to a better, happier life. In other words, whoever does fitness regularly, can feel better, and builds confidence, and self-love.

In Conclusion, people have their own reasons to start a gym but as a result of this kind of demand, more people are thinking about how to open a gym.

The Nature of Gym Business and Gym Business Plan

Whoever thinking about starting a fitness business , should understand that their best ad that their trainers ! When customers start wondering about a fitness center, they just don’t look for a place to train, most people still do not have enough knowledge to train in a better way. Also, most people need help from an expert trainer .

In other words, people just don’t come for a fitness center, they also come for an expert trainer. Expert trainers might be hard to find in your area, but it is an important part of starting a gym business.

Lastly, the nature of a successful sports business lays down how people want to look so your PT’s (Personal Trainers’) body would be an example and goal for the customer.


Currently, there are several types of Fitness businesses in the market. We can count them as, PT businesses (Personal trainer businesses), casual gym businesses, inclusive fitness center businesses, CrossFit Gym Businesses, boot camp gym businesses, and small group fitness center businesses. There are 5 different physical fitness businesses in the market.

Yes, it might sound like a lot of options for starting a gym business but they all have different working methods and styles. If you have gym or fitness center experience before you can easily, choose whichever you want to make. If you don’t, do not worry We got you!

PT Businesses (Personal Trainer Businesses) with Gym Business Plan

PT business (Personal Trainer Business) is giving a customer certain training by a personal trainer. People who choose personal trainers are mostly chosen for timing and want to get results sooner. In addition to this, they would prefer privacy and they might not feel comfortable with training other customers. You can specialize your personal trainer business plan with your own design. You should include your choice on gym business plan.

Casual Gym Businesses

As you can guess, casual gym businesses are the most common ones. You can easily reach them in nearly every neighborhood. Their service can be counted as an essential service in the modern world. Most people who choose casual gyms, choose for the location or easy-to-access features.

Inclusive Fitness Center Businesses

These types of fitness center businesses are giving tons of different services to their customers. They also have a huge fitness area and exclusive features such as indoor/outdoor swimming pools, dance classes, massage rooms, and saunas.

CrossFit Gym Businesses

CrossFit Gym is a bit different than fitness centers. People who go for it, do it similar training activity in an hour and leave the gym. It is hard to do for beginners but they could get faster results than casual gyms.

Boot Camp Gym Businesses

Boot Camps are designed for group training with most gym equipment. These are similar to classes but it is different than CrossFit or dance classes . Boot Camp activities are scheduled at certain times and it is a highly intense training module.

Small Group Fitness Center Businesses

Lastly, small group fitness center businesses might sound similar to boot camp gyms but it is made by the same group of people at the same time but it is a less intense training module. This can be done by 4-10 people at the same time. Family or friend groups are likely to choose this module.


How to start a Fitness Business with Gym Business Plan?

Firstly, you should decide which kind of fitness business you want to build. When you decide, you can start writing your own gym business plan . It may vary, depending on your capital and placement. There are several factors before starting a fitness business. Such as target market, financial planning, workplace, etc.

Placement is as important as your capital. You should prepare everything before you start a gym business. If you are thinking about how to write a fitness business plan, keep reading…

How to write a Gym Business Plan ?

You can write your own fitness business plan from the starch. If you are keen to do it, you can do it step by step. There are 6 different steps. The steps cover of gym business, the introduction of the fitness center, marketing of your sports business, Organization of your Personal trainers, financial planning of the fitness center, and a summary of the whole gym business. Whether you write a personal trainer business plan or just a fitness business plan, you can use this guide.

Like any other business, gym businesses need a catchy name, logo, and other basic information such as phone number and address. After you choose the type of fitness business, you can design them by yourself easily. Gym business plan’s first page is all about basics.


Secondly, you should decide deep introduction to your facility and services. For example, if you are a boot camp fitness business, you can add your class times. A fitness business plan should include every detail about your sports business.

Additionally, You can explain how your personal trainer works and the working time of your gym business .

Like many other businesses, the gym business needs marketing efforts to find more customers and grow. Marketing efforts are just more than publishing ads and putting a banner to the corners. You should plan your marketing efforts under analysis and targeting.

Someka’s Business Plan Template helps you to create all of the 6 sections with unique analysis tools such as swot, Porter’s Five Forces, Target Market analysis, and many more…

After you make your gym business and market analysis you should decide on your approach for your sports business.


Management and human resources studies are the keys to any type of business including the fitness business. That’s why, you should be careful while writing a fitness business plan on this topic. Your management skills and plans could lead you to success or failure. You should hire enough personal trainers and coaches. Also, you should plan their workload and time as effectively as possible.

Whether you have big capital for starting a gym business or not, you have to plan your financial model detailed. Market changes and your company’s income ways should be prepared before the grand opening. The balance sheet is the key page for the fitness business plan . The clear balance sheet will show you that you have done best and worst.

If you are not good at math, our financial model can help you with all the calculations.

Gym feasibility study

Download Gym Financial Model from Someka

If you have done everything so far, congratulations you are close to finishing your fitness business plan . The last you have to write is a summary section.

The summary section includes a business model canvas which means how you are planning to earn money and what you give to customers. The business timeline is the other part of the summary. How long do you plan to work in this work and What is the ROI time (return of investment time)?

Lastly, you can summarize your company’s goals and targets in the executive summary. This part is also important for other investors. If they believe your executive summary, does not matter you have a bad balance or financial plan, you can find a partner for the sports business. Now, you just finish the summary section too, your gym business plan is well done!

If you think you might need help while making a gym business plan , Someka’s Business Plan  got you!

Porter's Five Forces Analysis Someka

There are several ways to monetize your gym business. Most sports center businesses earn money from monthly payments and the sale of sports equipment. Depending on your sports center style you can monetize your gym business. As you should explain in the business model, you can monetize fitness centers in many ways. Such as one-entry payments, monthly payments, equipment sales, consumable product sales, inclusive area rents (saunas, massage rooms, PT hourly rates, etc.

What Must An Entrepreneur Do After Creating a Business Plan Someka SS3

How to Start an Online Fitness Coaching Business (Online Personal Trainer Business)?

There are 2 types of PT business (Personal Trainer Business). It could be online or face-to-face or online. You can do it either if you have an expert personal trainer. Both styles have their own positive and negative sides. Such as face-to-face personal training needs a proper place to work out but online does not need it. You can do it from home with the needed equipment. If you are thinking about how to start an online fitness coaching business, you should start with an online personal trainer business plan.

Someka’s Online Personal Trainer Business Plan can help you with that.

Every gym rat might think about starting a fitness business and the first thing they thought is the total cost to open a gym. A Dreamed gym’s cost can be varied. Such as if you are dreaming small gym with less equipment in the neighborhood, it could cost less than you can imagine . In addition, if your dream gym is huge with exclusive services, it might cost a lot.

In conclusion, the total cost to open a gym depends on what kind of gym you are planning to open. If you are thinking about how to open a gym, you should understand your capital first and then you should design your dream gym. First you need to do is writing a gym business plan.

Lastly, do not forget the cost to open a gym is just a small part of your dreams.

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Fitness Center Business Plan Sample

MAY.11, 2016

Business Plan for a Fitness Center Business Plan

Do you want to start a Fitness Center business plan?  

Fitness has gained paramount importance in the last decade or so. More and more people have started focusing on both their mental and physical health. Some people have even started centers for people to come together and attain common goals. These are fitness centers, meditation and yoga retreats, and much more. 

The benefit of starting a business like this is that you can slowly increase its scope. And you don’t even need to have any specialized information for this. You can just get started by learning how to write a business plan for a fitness center. 

If you are thinking of starting a business in this domain, you can take help from this business plan for a fitness center. This plan is written for Goals Inc. 

The business plan that we are presenting below is for starting a business in the fitness domain. But you can also use it to develop a business plan for buying a franchise as business plans help you understand the necessary characteristics of every successful business.

Executive Summary

2.1 about the business.

The fitness business started by Paul Anne will be called Goals Inc. The main aim of the business will be to establish itself as a pioneer in sustainable healthy practices that improve day to day life of people. Another secondary aim of the business will be to introduce its branches across the US for a better and wider reach.

2.2 Management of Fitness Center

To ensure that your business is well managed and moving towards success, you need to do due diligence on your part. The best way to ensure good management is to make a plan and stick to it. Make a plan for everything in your business, even a fitness equipment business plan. In that way, you will remain informed of all the important scenarios and how to handle them adequately. 

To help you out, we are providing all the details of a fitness center in this fitness center business plan template free.

2.3 Customers of Cleaning Services Company

Though Goals Inc will welcome people from all backgrounds, the focus groups of customers will include:

  • Students/ Young Adults
  • Working People
  • Differently-abled People

2.4 Our Competitors

Knowing your competitors is as important as knowing your customers. The competitors of Goals Inc will include other gyms and fitness centers in the area. 

To gain an insight into how they are conducting the business, you should read more than one  business plan for fitness centers.                                                                                                                                                                                                                                                                                                                                                                                                                                 

2.5 Business Target

The target of our fitness center is to help people develop a healthy mentality and practices regarding their health. We also aim to expand our business across different states of the US. 

The financial targets that Goals Inc wants to achieve in the next three years are demonstrated below in this sample business plan for fitness center:

Fitness Center Business Plans - 3 Years Profit Forecast

Company Summary

3.1 company owner.

Paul Anne will be the owner and operator of Goals Inc. Paul has been an avid supporter of healthy lifestyles all his life. Therefore, after completing his MBA, he decided to join his passion and degree to start Goals Inc.

3.2 Why is Goals Inc being started?

Looking into his competitors’ working models, Paul realized that more focus was laid on achieving monetary goals than on providing good customer service.

To change this trend, Paul decided to launch his fitness center and show the world that profits can still be earned while providing impeccable customer service.

3.3 How the Fitness Center will be started

Step1: Research Everything

The key to developing a sample business plan for a fitness center is thorough research. You need to research and take down everything in your fitness center business plan including the info regarding your customers, market, competitors, and services. This will eventually help you develop a fitness studio business plan template that will persuade your investors.

Step2: Choose a Name and Register Your Business

Once you know the kind of business you want to start, you need to decide on a name. Opening a fitness center business plan comprises all the details that you will later use to register your business. 

Step3: Pick a Business Location 

You can start a business anywhere, but each location has its pros and cons. It is up to you to select the most beneficial location. As per this fitness center business plan example, Paul decided to open his fitness center in Phoenix, Arizona. 

Step4: Establish a Web Presence

Online presence is necessary for every business nowadays. It is a part of every good business plan even if it is written for pure physical services such as a business plan for an indoor sports complex . Therefore, Paul intends to establish social media profiles and a website for his business.

Step5: Market your Business 

The final step in developing a business plan and starting your business is to develop a marketing plan. You need a marketing plan for every business to advertise the business to your customers. In this blog, we will give a detailed fitness and yoga marketing plan in the later sections.

Fitness Center Business Plans - Startup Cost

Writing a business plan for a fitness center involves a lot of research and collection of information. As you develop a small fitness center business plan, you will need to hone all the details about the services you want to provide as well.

If you are looking for an accurate starting a fitness center business plan, you can take a look at this document. In this business plan template fitness center, we will guide you about all the details that can be beneficial to you.

As Paul decided to offer a variety of services when starting a fitness center business, you can take help from here and mold it according to your own needs. The services offered by Goals Inc will include:

  • Gym Facilities

The main service that will be included in this business center fitness plan sample will be related to the gym. Goals Inc will provide all the necessary equipment needed for exercise and workouts. This will include:

  • Exercise Bikes
  • Ellipticals
  • Weight Sets
  • Crunch Benches, and more.
  • Yoga Classes

Keeping in view our focus on mental health and wellness, we will offer guided yoga classes to our customers. This service can be utilized by people of different ages and expertise levels as there will be a variety of options. These classes will aim to keep people safe from injuries and mentally well.  

  • Guided Meditations

We will also be providing guided meditation sessions so that along with their physical health, our customers also have a chance of taking care of their minds. 

  • Cycling and Outdoor Activities

Goals Inc will also provide several options for outdoor activities for people who don’t like working out indoors. We will offer activities like group biking, trainer-led exercise sessions and running, etc. 

Marketing Analysis of Fitness Center 

Another important part of business plan of fitness center is the market information. If you look at different fitness club business plan examples, you will see that they all include details about their target market groups and competitors. Including this information in plans like small gym business plan helps the owners understand the strong and weak points of their company.

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If you want to develop a fitness studio business plan, you will need to do a thorough analysis of your target market. In this way, you can add details about your market in your fitness business proposal.

If you don’t know how to develop a fitness center business proposal you can take help from this document here. For a greater analysis, you should read some other fitness center business plans before delineating one for your startup.

5.1 Market Trends

According to PolicyAdvice, the global fitness industry has a market of $87 Billion. And the U.S. is one of the countries with the highest number of fitness clubs. However, there is still a huge demand for fitness centers that can provide unique and flexible options to their customers. 

5.2 Marketing Segmentation

Goals Inc will have customers from the following groups:

Fitness Center Business Plans - Marketing Segmentation

5.2.1 Parents

Our primary focus will be on the families living in the residential areas around us. The adults in these households usually need flexible options to exercise. We will target such customers to help them attain a balanced life with reduced stress. 

5.2.2 Students/ Young Adults

The secondary focus of our fitness center business model will be on the students and working young adults in the area who need to de-stress after a hard day.

5.2.3 Working People

We will also offer specialized programs and activities that can fit the lifestyle of working people. 

5.2.4 Differently Abled People

Lastly, we will offer services and activities for differently-abled people who perhaps cannot utilize the usual exercise plans. Our trainers will help them at every step to ensure that they meet their fitness goals.

5.3 Business Target

  • To develop a fitness industry business plan that will revolutionize the way people think about health and wellness. 
  • To become a reliable source of fitness help to the community.
  • To earn profits up to $25k/month by the end of the second year.

5.4 Product Pricing

Our prices will be outlined differently as compared to other sample business plans for fitness centers. We will offer different plans for different groups of our customers so that they have a good and affordable fitness option available to them.

Marketing Strategy  

Whether you are developing a bouldering gym business plan or a free fitness center business plan, you will need to highlight several advantages of your business relative to your competitors in the market. 

You can follow this fitness center business plan template where we will highlight the competitive advantages of Goals Inc. We will also describe the strategies for marketing this type of startup in this business plan for fitness. You can take an idea from this fitness center business plan pdf to develop good marketing strategies for your business. 

6.1 Competitive Analysis

  • We will offer services that prefer people over money. We will provide customized options for our clients so that they can achieve the right balance of work and relaxation in their life. 
  • We will offer activities that don’t only make our customers well physically but also mentally.
  • Our customers will be able to choose from a variety of options and plans available.

6.2 Sales Strategy

  • We will offer free trial classes whenever our customers are not sure about the kind of activities that will be best for them.
  • We will offer discounts to our long-term customers. 
  • We will offer free weekly guided meditation sessions that our customers can attend to unwind after a busy week.

6.3 Sales Monthly

Fitness Center Business Plans - Sales Monthly

6.4 Sales Yearly

Fitness Center Business Plans - Sales Yearly

6.5 Sales Forecast

Fitness Center Business Plans - Unit Sales

Personnel plan

Starting your own fitness center can seem daunting but if you plan everything, you will be equipped to deal with a lot of situations. One of the things you can plan for the smooth running of your business is to figure out the employees that you will need to run the business. To help you in making a list for your company, we are presenting one in this fitness center business plan sample.

7.1 Company Staff

According to the business plan for fitness center pdf, Goals Inc will need the following employees:

  • 6 Certified Trainers
  • 1 Technician to Upkeep Machinery
  • 1 Receptionist
  • 2 Customer Support Person

7.2 Average Salary of Employees

Financial plan.

A business plan for a fitness studio requires financial planning on your part as well. You have to balance the start up cost for a fitness center with the revenue that will be earned. Every business needs to balance these costs. For example, the cost to open a trampoline park business will be balanced by the revenue earned from its services. 

You can study different financial plans like a financial plan in the martial arts school business plan to have an understanding of the financial information you will need before you start a business.

In this business plan template for fitness center, we will be providing details about the financial viability of Goals Inc. 

8.1 Important Assumptions

8.2 break-even analysis.

Fitness Center Business Plans - Break-even Analysis

8.3 Projected Profit and Loss

8.3.1 profit monthly.

Fitness Center Business Plans - Profit Monthly

8.3.2 Profit Yearly

Fitness Center Business Plans - Profit Yearly

8.3.3 Gross Margin Monthly

Fitness Center Business Plans - Gross Margin Monthly

8.3.4 Gross Margin Yearly

Fitness Center Business Plans - Gross Margin Yearly

8.4 Projected Cash Flow

Fitness Center Business Plans - Project Cash Flow

8.5 Projected Balance Sheet

8.6 business ratios.

  • How do I write a business plan for a fitness center?

You can write a business plan for a fitness center by following this business plan fitness center pdf. 

  • Is a fitness center a good business?

Opening a fitness studio can be a great idea if you follow all the steps to make it successful.

  • How much does it cost to open a fitness studio?

Opening a fitness center cost varies according to the location and scale of the business. But you can calculate the estimates through financial analysis. 

  • How to open a boutique fitness studio?

You can open a boutique fitness studio by developing a business plan fitness center and then sticking to it.

Download Sample Business Plan for a Fitness Center 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.

business plan for online fitness center

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Gym and Fitness Center Business Plan [Sample Template]

By: Author Tony Martins Ajaero

Home » Business ideas » Fitness & Wellness » Gym House

Fitness and Gym Business

Are you about starting a gym or fitness center? If YES, here’s a complete sample gym or fitness center business plan template & feasibility report you can use for FREE .

Okay, so we have considered all the requirements for starting a gym/fitness center . We also took it further by analyzing and drafting a sample gym/fitness center marketing plan template backed up by actionable guerrilla marketing ideas for gym/fitness centers. So let’s proceed to the business planning section.

If you very much agree with the saying that goes ‘ health is wealth’, then you may also very well agree that one of the ways of staying healthy is by keeping fit and having a good BMI.

It is very important to not be complacent when the issue of staying fit comes to fore. This is one of the reasons why there has been the craze for fitness lately all over the globe. Those who are particular about staying fit know that it is a part of life

In the united states of America for instance; the rate at which folks get obese have continued to be an alarming thing. This is no thanks to the junk type of diet that these folks subject themselves to.

However, truth is that one can curb being obese and even totally eradicate those unwanted fats in the body by simply enrolling in a gym and eating healthy. This is one of the sole aims which those who are in the gym business try to pass across.

Starting a gym is a very interesting and profitable venture. This is because much more than wanting to help other people realize their weight goals, you also can keep and stay fit always. Below is a sample Gym business plan that you can effectively use to write yours.

A Sample Gym & Fitness Center Business Plan Template

Gym Business

1. Industry Overview

Gym business is gaining more grounds in recent times as it was in the 20th century. People are now more aware of the immeasurable benefits they stand to gain when they enroll in a gym. It is now obvious to a myriad of people that they can stay healthy, improve their lifestyle and live longer if they exercised regularly.

Statistics has it that there is a steady increase in the number of people that enroll in gyms and the fact that gym facilities is now closer to residential areas make this possible. In order words, with the increase in the number of people that enroll in gyms, comes the increase in the revenue generated by gyms.

Some people enroll in gyms not because they don’t have the money to purchase some of the basic gym equipment , but because exercising regularly requires discipline and that is part of what they stand to get when they enroll in a gym with an instructor at hand.

Loads of factors are responsible for the springing up of gyms in various locations in the United States of America; chief amongst them is the rise in the number of obese people. Being obese is a risk to one’s health, which is why obese people who thoroughly want to stay healthy and fit enroll in gyms that are close to them.

Different people visit gyms and fitness centers for various reasons. Some people register in the gym basically to shed some weight through proper exercising, whilst others go to the gym to train and increase their biceps (muscles) i.e. body building and other enroll in gym for cardio sessions et al.

Researchers, engineers, health and fitness experts are always improvising and inventing fitness equipment that can help people and gym owners achieve their aims.

Although gym equipment can be expensive, but the truth is that most of the equipment last longer if they are well utilized. Aside from the fact that they last longer, acquiring any gym equipment is an investment that is worth the while.

Starting a gym business in the United States of America is less stressful; it requires enough cash to equip the gym facility to meet the standard expected by gym users. As a matter of fact, building a swimming pool around the gym facility is one of the factors that could attract clients to enroll in gyms.

The gym industry is not going to go out of fashion anytime soon, but rather the number of people that enroll in gyms will continue to be on the increase and that of course will translate to more monies for gym owners.

2. Executive Summary

Fit as Fiddle Gym and Fitness Club is a company that is in the business of ensuring that people stay fit by exercising regularly and maintain healthy lifestyle. We are going to be located at 135 E John Carpenter 1400 Irving, Texas United States of America.

We are able to secure a standard facility along the road in the heart of the city. The facility for our gym and fitness club has a standard Olympic size swimming pool. We are going to services the whole of the community as well as visitors and travelers

Fit as Fiddle Gym and Fitness Club is going to become the number one family-focused gym and fitness in the whole of Irving, Texas, and we will work hard to build our facility to match the needs of the average family in Texas. Our gym facility has enough parking spaces to accommodate more than the numbers of customers we will accommodate per time.

Our facility will be equipped with modern technology, and we will install large TV screens close to cardiovascular equipment and treadmills, so as to help our clients stay entertained whilst they engage in their exercise.

We will work towards ensuring that we provide our clients /members with a daily program of exercise and diet that perfectly suit their lifestyle and also to help them achieve their desired results and to help them create lasting healthy habits that will last them for life.

One of our major goals of starting Fit as Fiddle Gym and Fitness Club is to encourage families in Irving, Texas, to cultivate the habit of regularly exercising and to stay healthy. Our gym facility is specifically designed and built to take care of adults and children, we have active childcare services for toddlers and we have a membership package that is highly discounted for families that enrolled in our gym.

We are quite aware that one of the reasons why some parents may not want to enroll in gyms is the reason that they may not have who to take care of their children whilst they are away in the gym.

Part of our strategies of encourage families to enroll in our gyms is to ensure that whenever these guardians come with children, their children will be well treated and entertained, so much so that they will be the ones reminding their parents to go to gym next time.

Fit as Fiddle Gym and Fitness Club will be open 24 hours in a day and seven days in a week, in order for us to be able to accommodate people with different time preference. This is why we have made provisions to recruit enough workers and to run shifts amongst our workforce. We will go out of our way to acquire standard cardiovascular and weight training equipment for our gym.

We will run a fitness club that will help members who want to lose weight to achieve their desire without little stress. We have a weight management consultant who will work with individual based on customized fitness and nutrition needs.

Fit as Fiddle Gym and Fitness Club is privately owned by the renowned health and fitness coach Arnold Quest and Family.

Arnold quest has well over 15 years of experience as a leading health and fitness coach in the United States of America. He wants to start Fit as Fiddle Gym and Fitness Club because of his desire to see families enroll in gym and exercise together.

3. Our Products and Services

Fit as Fiddles Gym and Fitness Club is in business to provide all round health and fitness services to the residence of Irving, Texas, which is why we have been able to put up a facility that can help us achieve the goal. We are optimistic that everyone who enrolled in our gym and fitness club will definitely derive huge value for their money. These are the services and amenities that will be made available to our clients;

  • Personal Training
  • Group Fitness Classes
  • Yoga Classes
  • Pilates (full body walkout)
  • Spinning Classes
  • Weight Management
  • Kinesis Station
  • Nutrition Counseling
  • Childcare / Daycare
  • Full Locker Room Services
  • Physical Therapy
  • Internet Café
  • Sports shop (sale of sportswear, towel, shampoos et al)
  • Comprehensive fitness assessment
  • Full gym membership

4. Our Mission and Vision Statement

  • Our Vision is to contribute our quota to encourage families and residence in Irving, Texas, to engage in the regular exercising of their bodies, so as to enable them stay healthy.
  • The mission of Fit as Fiddle Gym and Fitness Club is to build a world class gym and fitness club in Irving, Texas, where residents can comfortably train for health and for fitness; a place where residents can connect whilst achieving their health goals.

Our Business Structure

Fit as Fiddle Gym and Fitness Club is in business to become the leading family gym facility in the whole of Irving, Texas, and we are fully aware that it will take the right facility, management and organization – structure to achieve our goal. We will ensure that we recruit only the best hands that can help us achieve all that we are set to achieve.

Our business will not be built only for the purpose of giving our members / customers value for their money, but also we will ensure that we make our work environment highly conducive for all our employees.

We will provide them with facilities that will help them stay motivated and deliver on their various tasks and goals et al. In view of that, we have made provisions for the following positions to be occupied by highly qualified and experienced staff;

  • Gym Manager (Owner)
  • Accountant / Cashier
  • Marketing Officer
  • Exercise Physiologists
  • Trainers (5)
  • Training Assistants (10)
  • Juice bar Manager
  • Childcare Assistant

5. Job Roles and Responsibilities

Manager (Owner):

  • Responsible for providing direction for the business
  • Creates, communicates, and implements the organization’s vision, mission, and overall direction – i.e. leading the development and implementation of the overall organization’s strategy.
  • Responsible for fixing prices and signing business deals
  • Responsible for recruitment
  • Responsible for payment of salaries
  • Responsible for signing checks and documents on behalf of the company
  • Evaluates the success of the organization
  • Responsible for managing the daily activities in the hotel
  • Ensures that the facility is in tip top shape and conducive enough to welcome customers
  • Interfaces with vendors
  • Prepares budget and reports for the organization
  • Responsible for Training and Development in the organization
  • Handles procurement
  • Defines job positions for recruitment and managing interviewing process
  • Carries out staff induction for new team members

  Training Instructors (5)

  • Creates training rosters for members
  • Assists members during exercise session
  • Guides members on how to make use of gym and fitness equipment

Marketing Officer (2)

  • Develops, executes and evaluates new plans for expanding increase sales
  • Documents all customer contact and information.
  • Represents the company in strategic meetings
  • Helps increase sales and growth for the company
  • Manages the company’s CRM system
  • Identifies, prioritizes, and reaches out to new partners, and business opportunities et al

Juice Bar Manager:

  • Interacts with customers, take orders for drinks
  • Plans and presents bar menu.
  • Mixes ingredients to prepare cocktails and other drinks.
  • Mixes drinks, cocktails and other bar beverages as ordered and in compliance with gym’s standard drink recipes.
  • Serves fruit juice to guests.
  • Assesses customers’ needs and preferences and make recommendations
  • Makes lists of supplies in conjunction with the management
  • Prepares inventory or purchase requisitions as needed to replenish supplies.
  • Ensures that the assigned juice bar area is fully equipped with tools and products needed for mixing beverages and serving guests.

Accountant / Cashier:

  • Handles all financial transaction on behalf of the company
  • Collects payment for drinks served and balance all receipts
  • Prepares financial report at the end of every working week
  • Interfaces with our bankers
  • Responsible for payment of tax, levies and utility bills
  • Handles any other duty as assigned by the manager

  Exercise Physiologist

  • Responsible for evaluating, researching, and provide advice on coaching.
  • Responsible for training
  • Engages in recovery practices in all areas of exercise and rehabilitation
  • Provides timely information and support on injury prevention, technique analysis, and nutrition.

Cleaners (3):

  • Responsible for cleaning in and around the gym facility
  • Cleans up after customers and clean work area.
  • Clears ashtrays as and when required.
  • Washes glassware and utensils after each use.
  • Maintains a clean working area by sweeping, vacuuming, dusting, cleaning of glass doors and windows, etc. if required.
  • Ensures that toiletries and supplies don’t run out of stock
  • Handles any other duty as assigned by the restaurant manager

6. SWOT Analysis

Fit as Fiddle Gym and Fitness Club is in business to help its clients achieve their health and fitness goals and at the same time to make profit.

We are aware that there is competition in the gym and fitness industry which is why we took out time to conduct an effective SWOT Analysis, as stated in our gym and fitness center marketing plan; before investing our hard earned money.

We know that if we get things right before starting our gym and fitness club, we will not have to struggle before attracting loyal clients and building our membership base to a level where we can easily breakeven. We hired the services of Mr. Emmanuel Bright, an HR and Business consultant to help us conduct SWOT analysis for our company and he did a pretty good job for us.

Here is a of the result we got from the SWOT analysis that was conducted on behalf of Fit as Fiddle Gym and Fitness Club, Irving, Texas;

One of the obvious strength that will definitely stand as a plus for Fit as Fiddle Gym and Fitness Club is the fact that our facility is centrally located in a densely populated – residential area in Irving, Texas; our location is in fact one of our major strength.

We equally have a team of highly qualified professionals who will work with all our clients to achieve their aims or enrolling in our gym and lastly our membership package is one of the best that anybody living in Texas can get; it is cheap and affordable.

Having critically looked into our Business model , we were able to identify two major weaknesses. One is the fact that we are a new business and the second is the fact that we may not have the financial resources required to match up with existing gyms in Texas when it comes to acquiring latest gym equipment and generating the needed hypes that can drive traffic towards our facility.

  • Opportunities:

We are centrally located in one of the busiest areas in Irving, Texas, and we are open to all the available opportunities that the city has to offer. We also run a 24 hours, 7 days a week gym and fitness club; thus giving us the advantage to leverage on any available opportunity.

Some of the threats that are likely going to confront Fit as Fiddle Gym and Fitness Club is unfavorable government policies, demographic/social factors, downturn in the economy which is likely going to affect consumers spending and lastly, the emergence of new competitors within the same location where our gym and fitness club is located.


  • Market Trends

The trend in the gym and fitness industry is such that if a gym is well positioned in a residential area or a place where people can easily access without much stress, there is the likelihood that the gym will enjoy high patronage. Just like in other business venture, the owner of gyms and fitness clubs are always looking for ways to increase their market share; they go as far as signing deals with high schools and also offer home services.

What they do is that they offer pro bono services for a period of time, and then thereafter introduce a fee gradually and before too long they would have successfully converted some of the people that benefited from their pro bono services to loyal members.

It is common trend that as gyms grow, it becomes necessary for them to develop new service offerings or install new facilities that will help them attract more people.

Little wonder some gyms now have juice bars within their facility to encourage people towards healthy drinking. In order words, it is very important for gyms to continue to improvise if they want to grow their business and generate their target revenues.

8. Our Target Market

The target market for gyms cuts across people of different walks of life. The fact that people register in gyms and fitness clubs for various reasons makes marketing the business interesting. The target market for gym and fitness centers can be categorized into three various groups.

The first group is the people who are looking towards shedding some weight through proper exercising and under the guidance of a qualified instructor.

The other group of people are those who are interested in building their biceps (body building), and the last group of people are those who just want to enroll for cardio sessions under the watchful eyes of a qualified trainer. These sessions are a combination of light weights, treadmills and bikes.

Fit as Fiddle Gym and Fitness Club will work towards providing services, facilities and environment that will help us reach out to our target market. These are the category of people that we intend marketing our gym and fitness club to;

  • Corporate Executives
  • Business People
  • Sportsmen and Sportswomen
  • Young Couples

Our Competitive Advantage

Fit as Fiddle Gym and Fitness Club is centrally located in a densely populated – residential area in Irving, Texas; this is obviously going to give us an edge amongst our competitors.

We can confidently say that the location of our gym will definitely count as a positive for us amongst any competitor that might start a gym and fitness business in same location where ours is located. We will continue to work hard to ensure continuous improvement in our facility and service delivery. As a matter of fact, our services will be second to none in Texas.


  • Sources of Income

Fit as Fiddle Gym and Fitness Club will generate income from the following service offerings;

  • Childcare/Daycare

10. Sales Forecast

It is important to state that our sales forecast is based on the data gathered during our feasibility studies and also some of the assumptions readily available on the field. It would be hard to create a sales forecast with a newly opened business like gym and fitness club. This is simply because the statistics that will be provided will be on a short term basis.

Experts said that usually a business should be in operation for at least one year before they can generate the statistics that will be need to help in accurate forecasting; statistics should be at least one year old in order to show the trends and pattern in consumer spending.

We expect to register a minimum of 1,000 active members within our fits year of operations and then in subsequent year we will grow our membership. Below are the sales projection for Fit as Fiddle Gym and Fitness Club, it is based on the location of our facility and the services and products that we will be offering to our clients (members);

  • First Year-: $200,000
  • Second Year-: $450,000
  • Third Year-: $700,000

N.B : This projection is done based on what is obtainable in the industry and with the assumption that there won’t be any major competitor offering same additional services as we do within 4.5 miles radius from our gym facility.

  • Marketing Strategy and Sales Strategy

Our marketing strategies will be directed towards achieving specific objectives that support the strategic goals of the organization.

The truth is that all that we do will be geared towards creating new market channels, increasing sales and increase our market share. We will leverage on improving on our services and facility to ensure that we win new clients and retain old members.

At Fit as Fiddle Gym and Fitness Club, our marketing strategies will be consistent throughout the marketing mix and we will take into consideration product improvement, promotion, and price. As part of our sales and marketing strategies, we will pay attention to the promotion of our gym so as to attract people to enroll and become members of our gym.

Our unique selling proposition is that we are well positioned and people can easily access our facility, our prices are affordable and we have a complete package for families. Parts of the marketing and sales strategies that we will adopt are;

  • Open our gym and fitness club with a big party in the neighborhood.
  • Advertise our gym and fitness club on national dailies, local TV stations and local radio station
  • Promote our gym and fitness club online via our official website and all available social media platforms
  • Continuously Improve the performance of our brands
  • Hire the services of experts to make our brands the first choice for people in Irving, Texas
  • Deliver consistent customer experiences to all our members; making our first impression count positively to those making use of our gym facility for the first time
  • Make use of attractive hand bills to create awareness and also to give direction to our gym and fitness club
  • Adopt direct mailing coupon marketing approach
  • Position our signage / flexi banners at strategic places
  • Create a loyalty plan that will enable us reward our consistent members especially those that registered as a family.
  • Engage on road shows within our neighborhood to create awareness for our gym and fitness club.

11. Publicity and Advertising Strategy

Fit as Fiddle Gym and Fitness Club is in Irving for serious business, which is why we have identified key platforms that will enable us achieve our goal of promoting and advertising our business so as to attract the crop of people that we designed our business for.

We have been able to enter into alliance with key stakeholders in Irving, Texas to help us use their good will to promote our business.

We will ensure that we leverage on all conventional and non – conventional publicity and advertising technique to promote our gym and fitness club. Here are the platforms we intend leveraging on to promote and advertise Sean and Sharon Hotel, Las Vegas;

  • Encourage our loyal members to help us use Word of Mouth mode of advertisement (referrals)
  • Advertise our gym and fitness club in sports magazines, local newspaper, local TV stations and local radio station
  • Promote our gym and fitness club online via our official website
  • List our gym and fitness club on local directories (yellow pages)
  • Sponsor relevant community sport events
  • Leverage on the internet and social media platforms like; Instagram, Facebook , twitter, et al to promote our brand
  • Install our Bill Boards on strategic locations
  • Direct coupon mailing approach to introduce our gym and fitness club to residence
  • Engage in road show from time to time to create awareness of our gym and fitness club in the residential areas around our facility
  • Distribute our fliers and handbills in target areas

12. Our Pricing Strategy

Our pricing system is going to be based on what is obtainable in the industry, we don’t intend to charge more (except for premium and customized services) and we don’t intend to charge less than what our competitors charge their members in Irving, TX.

Be that as it may, we have put plans in place to offer discount services once in a while and also to reward our loyal customers especially when they refer clients to us or when they register as a family. The prices of our services will be same as what is obtainable in the United States’ open market.

  • Payment Options

Our payment policy is all inclusive because we are quite aware that different people prefer different payment options as it suits them. Here are the payment options that will be available to clients who want to make payment / register for our gym program;

  • Payment by cash
  • Payment by check
  • Payment via Point of Sale (POS) Machine
  • Payment via online bank transfer (online payment portal)
  • Payment via Mobile money

In view of the above, we have chosen banking platforms that will help us achieve our payment plans without any difficulty. These are the types of exercise equipment that we will make available in our gym and fitness center;

  • Resistance bands
  • Weight machines
  • Flexion machines
  • Pull-up bars
  • Weight training
  • Elliptical trainer
  • Street Strider (elliptical cross trainer on wheels)
  • Exercise machine
  • Kettle bell
  • Fitness (biology)
  • Hojo undō
  • Pull-up bar
  • Medicine balls
  • Boxing Gear
  • Gym flooring
  • Cable Attachments
  • Weight plates
  • Wearable items as proper footgear, gloves, and hydration packs.
  • Filing Cabinets
  • Notice board
  • Employee Uniform

13. Startup Expenditure (Budget)

This is the key areas where we will spend our start – up capital on;

  • The Total Fee for Registering the Business in Irving, Texas: $750.
  • Legal expenses for obtaining licenses and permits: $1,500.
  • Marketing promotion expenses (8,000 flyers at $0.04 per copy) for the total amount of $10,000.
  • Cost for hiring Consultant – $5,000.
  • Insurance (general liability, workers’ compensation and property casualty) coverage at a total premium – $30,800.
  • Cost of accounting software, CRM software and Payroll Software – $3,000
  • Cost for leasing facility for the gym: $80,000.
  • Cost for facility remodeling – $50,000.
  • Other start-up expenses including stationery – $1000
  • Phone and utility deposits – $3,500
  • Operational cost for the first 3 months (salaries of employees, payments of bills et al) – $40,000
  • The cost for Start-up inventory – $15,000
  • Storage hardware (bins, utensil rack, shelves, glasses et al) – $1,720
  • Cost for acquiring gym equipment – $200,000
  • The cost for the purchase of furniture and gadgets (Computers, Printers, Telephone, TVs, Sound System, tables and chairs et al): $4,000.
  • The cost of Launching a Website: $600
  • The cost for our grand opening party: $1,500
  • Miscellaneous: $5,000

We would need an estimate of $3.6 million to successfully launch our gym and fitness club in Irwin, Texas. It is important to state that the testing and evaluating expenses would be high because of the large amount of equipment needed to start up a gym and also the sophistication of the technology used in gyms. Also, the supplies would cost a bit more because of the regular demand for it.

Generating Funding/Startup Capital for Fit as Fiddle Gym and Fitness Club

Fit as Fiddle Gym and Fitness Club is a family business and it will be financed by the owner who is also the gym manager. These are the areas where we intend sourcing for fund for Fit as Fiddle Gym and Fitness Club;

  • Generate part of the start – up capital from personal savings and sale of his stocks
  • Generate part of the start – up capital from family members and friends (soft loans and gifts et al)
  • Generate a larger chunk of the startup capital from the banks (loan facility).

14. Sustainability and Expansion Strategy

We are in business to make profits and to build a popular gym and fitness brand in Irvin, Texas, hence we must do all it takes to grow the business and to ensure that the business survives generation after generation.

Part of the plans we have put in place to sustain our business is to ensure that we continue to deliver quality services, acquire latest gym and fitness equipment and improvise on better and cheaper packages four members and intended members.

Our workers will sure continue to enjoy working with us because we will deliberately make it our work environment very conducive and accommodating.

Furthermore, we are quite aware that our customers are key components to the growth and survival of our business hence we are going to continuously engage them to give us ideas on how to serve them better. We will not waste time in diversifying our services; expand our product and service offerings once the need arises.

Check List / Milestone

  • Business Name Availability Check:>Completed
  • Business Registration: Completed
  • Opening of Corporate Bank Accounts: Completed
  • Securing Point of Sales (POS) Machines: Completed
  • Opening Mobile Money Accounts: Completed
  • Opening Online Payment Platforms: Completed
  • Application and Obtaining Tax Payer’s ID: In Progress
  • Application for business license and permit: Completed
  • Purchase of Insurance for the Business: Completed
  • Acquiring facility and remodeling the facility: In Progress
  • Conducting Feasibility Studies: Completed
  • Generating capital from family members: Completed
  • Applications for Loan from the bank: In Progress
  • writing of business plan: Completed
  • Drafting of Employee’s Handbook: Completed
  • Drafting of Contract Documents and other relevant Legal Documents: In Progress
  • Design of The Company’s Logo: Completed
  • Graphic Designs and Printing of Packaging Marketing / Promotional Materials: In Progress
  • Recruitment of employees: In Progress
  • Purchase of the Needed gym and fitness equipment , electronic appliances, office appliances and suppliers: In progress
  • Creating Official Website for the Company: Completed
  • Creating Awareness for the business both online and in the neighborhood: In Progress
  • Health and Safety and Fire Safety Arrangement (License): Secured
  • Opening party / launching party planning: In Progress

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Reimagine St. Luke's: What do you think should go on the former hospital site?

When it comes to the St. Luke’s Campus of the Mohawk Valley Health System, everyone in the Utica area seems to agree on one thing. 

They want to see the 53 unused acres on the hospital campus in New Hartford, which closed in October, reused in a way that’s good for the community. 

So, what should the campus become? That’s where the arguments begin. 

Imagine a community center offering a gathering place, fun activities for the kids, exercise opportunities for the whole family, and child care, surrounded by fitness trails and an educational walking trail through the site’s carefully preserved wetlands habitat with sculptures, gardens and links to the area’s other trail networks. 

Or think about the site continuing to offer health services, possibly specialists or an urgent care center, care easily accessible to South Uticans and suburban dwellers.  

Then again, maybe it should be used to help Utica University, located right across Champlin Avenue, grow.  

How about housing, shops and restaurants, or a business park? 

All those ideas came from area residents who attended a Reimagine St. Luke’s forum last week, held at New York Mills High School. They wrote down responses to four prompts asking about development in the area, needed development in the area and the St. Luke’s site in particular. 

Stores, restaurants, a business park, a community center, fitness and walking trails — the ideas ran the gamut. 

How the committee is welcoming input

Consultants Fu Wilmers Design, of New York City — hired by a partnership of Oneida County, the Mohawk Valley Health System, Mohawk Valley EDGE and the Town of New Hartford — are gathering the public’s concerns and ideas, looking at conditions on the site and market conditions, and creating a plan for the reuse of the site. The final plan should be completed in September. 

Both the St. Luke’s Campus and the St. Elizabeth Campus of the Mohawk Valley Health System closed in October after the health system opened the Wynn Hospital in downtown Utica . The health system’s Center for Rehabilitation and Continuing Care Services, which houses a nursing home and other departments, will remain on the St. Luke’s Campus.  

The St. Elizabeth Campus is undergoing a similar reimagining process. 

The project already includes an advisory committee made up of community leaders, representatives from surrounding neighborhoods, community service organizations, faith-based groups, small business owners, housing organizations and real-estate developers. 

But it’s important to include the general public as well, Oneida County Executive Anthony Picente Jr. said. “I wanted to make sure that we got to the public first, before we started exploring and having the consultants hit the ground,” he said. 

Three more public meetings are scheduled at different points in the process, in April, June and July, to keep the community informed and to get feedback on what’s been done so far. 

"For the first meeting, it was, I thought,” Picente said, “productive. I would have liked to see more people." 

About 80 or 90 people turned out for the first forum and Picente said he hopes to see bigger crowds in the future. 

On its website, EDGE describes the vision for reuse as a “fresh, modern, smart-city-enabled pedestrian-friendly, mixed-use environment with urban amenities just a short walk or bike ride away.” 

The size allows for a lot of possibilities, Picente said. “You could almost form a neighborhood in there,” he said, “with some retail and some other pieces.”  

The public’s ideas 

Participants were asked to answer four prompts about the property and what development they want to see in the area. When answering what they want the property to become or what amenities the area lacks in general, their answers fell heavily within a few trends:  

  • Health care. People apparently found the location convenient for medical services or think a medical reuse makes sense. Leading the medical responses were calls for a Veterans Affairs hospital or a teaching hospital. Other ideas included a medical center with urgent care and specialists, medical respite care, a mental health and/or substance use rehabilitation center, and an oncology center. 
  • Education. Given the site’s location across the street from Utica University, many thought it should be used by the university or at least tied into education. Some of those ideas focused on teaching health care-related topics.  
  • Housing. Types of housing suggested include townhouses that won’t decrease local home values, single-family homes, studio apartments, upscale condominiums, senior housing and housing for recent graduates and middle-income earners.  
  • Fitness and entertainment. These included both indoor and outdoor ideas such as walking and fitness trails (possibly connected to other area trail systems, possibly an educational trail through the property’s wetlands and walkability between area housing, shops and other resources), a community center/family recreation center with activities for youth, performing arts space outdoors, a farmer’s market, indoor rock climbing, indoor pickleball, outdoor sculptures and gardens, an indoor/outdoor dog park and a horseback riding arena.  
  • Child care. 
  • Mixed-use development. This would be some combination of shops, services and small businesses with some calling for housing as well. Someone suggested a place where Utica Business Park employees can shop, bank and eat lunch.  
  • Businesses other than retail. These suggestions were less common, but some people suggested a business park, work pods to rent or a research and development hub for the medical and technology industries. 

When asked what places they’ve visited elsewhere that they’d like to see come to the Utica area, respondents mentioned four stores: Costco, Ikea, Trader Joe’s and Krispy Kreme. Someone mentioned The Crossings in Colonie, a 130-acre passive-use park with a pond, a meadow, wetlands, woods, wildflowers, trails, a children’s maze and a playground. 

Another person brought up Country Club Plaza in Kansas City, a 15-block downtown area with local and national shops and restaurants, Spanish architecture, fountains, statutes and artwork. 

Reality checks 

None of those ideas, of course, can come to fruition, of course, unless someone with funding wants to put them in.  

Veterans Affairs, for example, already has a medical center in Syracuse and an outpatient clinic in Rome. Former Utica University President Todd Hutton said in 2015 that the college wasn’t interested in taking over the site. Kelly Adams, vice president for marketing and communications, reiterated in 2020 that the likelihood of the college investing in the repurposing of St. Luke's was "very low."  

And Wynn Hospital is a teaching hospital that has greatly expanded its medical education programs in the last two years. It received $300 million in state funding in large part because it consolidated health care in Utica, leaving it with just one hospital. 

Officials have said that they think it's likely that the 460,000-square foot St. Luke’s hospital will have to be razed, its sprawling layout making reuse difficult. A demolition estimate done by DiMarco Constructors, of Rochester, in 2020 estimated demolition costs at $5.3 million, an amount likely to have gone up with inflation. 

A market analysis of all three health system campuses (the Faxton Campus remains in use by the health system) done in 2019 by Fairweather Consulting in New Paltz found residential development to be a viable possibility for the campuses if it focused on the areas of greatest need at that time: seniors, empty nesters who want to downsize and mid-career professionals starting families. 

The campuses would likely include retail and hospitality space, the analysis noted, but determined that retail space would not be the main driver of redevelopment. And it determined that office development was unlikely to prove viable, although space might be needed to house institutional partnerships, such as between higher education or health care organizations. 

A study by CHA Consulting, Inc. in 2020 suggested that St. Luke's could be re-used as housing for Utica University or SUNY Polytechnic Institute, or as a mixed-use development with shops and restaurants.

But officials have noted that many factors have changed since those reports came out.

For updates on this project, go to the Reimagine St. Luke's website .


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