fitness training business plan sample

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.

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.

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: Exercise.com.

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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 Exercise.com 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.

Exercise.com’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 Exercise.com’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 Exercise.com as a key tool for operational efficiency and enhanced client service.

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.

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Personal Trainer Business Plan

Today, millions of people are prioritizing their health and wellness more than ever before whether it’s for weight loss, muscle building, or just feeling good about themselves.

As a result, the personal fitness industry is on the rise, valued at $39.06 billion globally in 2023, and expected to reach $51.69 billion in 2028. 

This shows no signs of slowing down. So, now is the perfect time for fitness enthusiasts to enter this lucrative market and turn their passion into a successful business venture.

However, it requires a well-thought-out business plan to guide every step of the way and set a strong foundation for long-term success.

Need help writing your plan? Worry not! 

This personal trainer business plan template will help you get started and guide you on how to draft a solid plan for personal training services. But first, let’s understand…

Why do you need a personal trainer business plan?

A personal trainer business plan is a professional, living document that serves as a strategic roadmap for starting, managing, and growing your personal training services.

It’s essential for driving your business growth and achieving success in the fitness industry. Explore a few reasons why you need one:

1. Sets clear goals and objectives

Preparing a business plan helps you define your personal training business concept and set specific, measurable goals. This will provide clear direction and allow you to stay focused on what’s important for your business growth.

2. Attracts investors and secures funding

If you want to get external funding for starting or growing your personal training business, a professional business plan is integral. This is so because potential investors or lenders ask for a clear strategy that showcases your business’s financial viability and profitability.

3. Helps identify the target market

Knowing your target customers and their needs is essential for the success of your personal training business. Writing a business plan forces you to conduct thorough market research and analyze target demographic profiles to define ideal clients. Also, it helps you customize your services, and marketing plan to attract potential customers.

4. Analyzes risks and challenges

With the help of a business plan, you can evaluate potential challenges, like economic downturns, changes in fitness trends, or increased competition. Knowing these risks earlier lets you develop effective strategies to mitigate them, reducing their impact on your business.

With that said, let’s explore what to include in a personal training business plan and how to make it compelling for investors.

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How to write a personal training business plan?

Drafting a personal training business plan involves several key components to describe your business concept, goals, and strategies. Here’s a detailed guide on how to write each section in detail:

1. Executive summary

An executive summary would be your personal trainer business plan’s first section which helps you create a good impression on potential investors or partners.

Though it’s an introductory part, writing your plan summary would be more convenient at the end (after completing other sections). This is so because it summarizes all the important aspects of your business.

To plan this section, consider including the following:

• Your company’s name along with the location
• Business concept and its core values
• Market opportunities and potential clients
• Personal training services you’ll provide
• Sales and marketing plan
• Financial forecast for the first 3-5 years

Overall, this section presents a quick, high-level overview of your personal training business and captures readers’ interest. So, keep it short, simple, and compelling.

2. Business description

The business description section expands on the brief overview given in the executive summary and presents your personal training concept in detail.

Typically, it provides detailed information about your personal training business, including its foundational elements and business-specific facts that every financial backer needs to know.

So, while drafting this section, first outline the registered business name and type of personal training company you operate. It could be any kind—like in-home, mobile, online, or gym trainer. After that, highlight these points:

• Legal business structure (sole proprietorship, Limited Liability Company, or partnership)
• Vision and mission statement
• Business owners or founders
• A brief history and milestones achieved (if any)
• Short-term and long-term objectives
• Regulatory requirements and legal considerations

Simply put, this section offers an in-depth understanding of your personal training business as well as explains what it’s all about.

3. Market analysis

The market analysis section of your business plan provides valuable insights into the fitness industry as well as determines the demand for personal training services in your chosen area.

This will help you analyze the specific target market niche in which your personal training business intends to operate, the target customers you expect to serve, emerging market trends, and the competitive environment.

Hence, conduct thorough market research and answer the following questions to draft this section carefully:

• What’s the size of an international personal trainer’s market?
• How big is the fitness training industry in the USA? Is it growing or declining?
• What’s the growth forecast for the next decade?
• Who are your potential customers? (fitness enthusiastic, athletes or sports person, pre/post-natal women)
• Who are the primary competitors in the local market? What are their strengths, weaknesses, and pricing strategy?
• What are the recent trends in the personal training and fitness industry?

In addition to that, consider performing an effective SWOT analysis to explore the positive and negative aspects of personal training businesses. For example:

Doing so will help you easily identify the internal strengths and weaknesses as well as the external opportunities and threats in the industry. Further, it lets you recognize the market gap and develop practical strategies for the future.

4. Products or service offerings

In this section, give a detailed explanation of your personal training services and related products.

This will help readers better understand what you offer to your clients and how you plan to meet their individual needs. So, clearly highlight your service offerings, along with their specifications and pricing structures.

Here’s a list of different types of services you might include in your PT business plan:

• Personal training sessions (online or face-to-face)
• Indoor and outdoor training sessions
• Nutrition consultations
• Group classes for fitness training (large and small group training)
• Specialized fitness programs (weight loss, post-rehabilitation, or athletic performance training)

If applicable, mention any unique offerings, such as speaking at fitness events, merchandising nutritional products or diet supplements, community involvement activities, and even selling workout guides or ebooks.

5. Marketing strategy

Developing solid sales and marketing strategies is essential if you want to establish a strong presence in a competitive industry.

This will help you streamline your marketing efforts and build effective promotional campaigns to reach your target audience. Also, it allows you to track return on investments while focusing on marketing costs.

For instance, you may consider the following strategies to attract clients:

• Employing social media marketing (via social media platforms like Facebook, Instagram, X)
• Engaging in email marketing campaigns
• Advertising through word of mouth
• Distributing flyers or posters
• Building an SEO-friendly website
• Networking or partnering with local businesses
• Participating in fitness or community events

Moreover, describe your client retention strategies, such as special offers, loyalty programs, personalized training plans, or regular progress assessments. This will generate more bookings and maintain your brand identity.

In simple terms, your marketing strategies show potential funders that you keep a clear plan to grow your loyal customer base and ensure long-term success.

6. Operations plan

The operations plan section offers a clear picture of the day-to-day activities and procedures required for the smooth running of your PT business.

So, try to cover all your operational aspects, such as scheduling training sessions, managing records of old and new clients, handling cancellation policies, maintaining necessary equipment, billing, tracking client progress, following client safety procedures, cleaning the facility, etc.

Likewise, discuss the resources and staffing requirements to deliver your training services. It might involve hiring additional personal trainers, administrative staff members, or specialized instructors for group classes.

In short, outlining a comprehensive operations plan will help you achieve your business’s long-term goals and fulfill client commitments while ensuring exceptional results.

7. Management team

The management team section introduces the business owners, key managers, and their relevant skills and expertise.

It will help potential investors or stakeholders understand the key players in your business and how they work together to achieve long-term objectives.

So, consider highlighting the resume-styled summary of your key team members, such as the business owner, assistant manager, lead trainer, other personal trainers, marketing coordinator, etc.

Also, include their roles and responsibilities, educational qualifications, and industry experience that benefits your business growth.

Next, create an organizational chart with all the knowledge you’ve gathered to represent how your team is structured and how the key roles are interconnected. Here’s an example:

8. Financial projections

Creating realistic and accurate financial forecasts is the most crucial element of your personal trainer business plan. Why? Because it helps you attract investors or lenders while securing enough funding to launch your successful personal training business.

Generally, it provides a comprehensive analysis of the financial stability and viability of your PT business.

So, while framing your personal trainer financial plan , cover all the projected financial statements, detailed budget plans, and strategies to achieve financial goals within a few (3-5) years of operation.

Here’s a list of financial information and reports that you must incorporate:

• Initial startup expenses
• Revenue streams and forecasts
• Operating costs (like rent, equipment purchases, or any administrative fees)
• Cash flow estimates
• Income statement

Balance sheet

• Break-even analysis
• Funding needs and use of funds

If applicable, mention your repayment plan for any loans or investments, including interest and timeline. Also, summarize sensitivity analyses for the different types of scenarios.

For an easy understanding, you may refer to the following key financial forecasts to formulate yours:

Income statement (profit and loss statement)

Cash flow statement

9. Appendix

The appendix isn’t a mandatory section, but it helps you include additional information or supporting documents that don’t fit into specific sections. Here’s what you can add to your business plan appendix:

• Resumes of the key executive team members
• Necessary certifications and business licenses
• Sample marketing materials
• Client testimonials or case studies
• Financial statements for a tax return or credit history (if any)
• Safety policy details for your fitness business

By incorporating the above documents, you back up your claims and allow readers to clearly understand or validate your strategies outlined in the personal training business plan.

Download a personal trainer business plan template

So, ready to start writing your personal trainer business plan from scratch? But need more help? Well, look no further; download our personal trainer business plan template pdf to get started.

This investor-friendly business plan sample has been crafted specifically for personal training businesses. It comes with practical insights and examples that you may use as a guide for developing your own business plan including a thorough mission statement, marketing plan, and financial forecast.

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

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

Now that you’ve got a clear understanding of how to draft a personal training business plan, it should be much easier for you to write a detailed plan.

But if you’re still confused or looking for an easy way to draft your plan, consider using modern business plan software like Upmetrics . It will help you create an effective personal trainer business plan quickly and more effectively.

So, why wait? Start planning today!

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Frequently Asked Questions

How often should i review and update my personal training business plan.

You should review and update your personal training business plan regularly, at least once a year. Or more often when significant transitions happen like—market and industry changes, service expansions, new training models for the coming year, financial performance monitoring, etc.

What is a personal trainer business plan used for?

A personal trainer business plan is used for:

• Outlining business goals, core values, and strategies.
• Identifying the target market and services offered.
• Navigating daily operations and business growth.
• Attracting new clients by drafting unique selling points.
• Getting funds from investors or lenders by showcasing profitability.

Can I use my business plan to attract investors or partners?

Of course, you can use your business plan to attract investors or partners. A well-written plan illustrates your business strategies, financial projections, operating costs and aspects, as well as growth potential.

So, this will allow you to win financial backers as well as build confidence in your ability to achieve success and profitability.

How do I create a financial plan for my personal trainer business?

Follow these steps to create a financial plan for your personal trainer business:

• Estimate the start-up expenses
• Forecast your revenue streams and expected income
• Calculate the business operating expenses
• Prepare key financial statements (income statement, cash flow statement, balance sheet)
• Conduct a break-even analysis
• Identify tax provisions and plan for savings
• Update your financial plan regularly

Besides that, you can use advanced financial forecasting software to develop comprehensive and realistic financial projections effortlessly.

What financing options are available for my personal training business?

There are multiple financing options available for your personal training business:

• Personal savings
• Loans from family & friends
• Traditional bank loans
• Small Business Administration (SBA) loans
• Grants and Crowdfunding platforms
• Angel investors or venture capitalists

About the Author

Upmetrics Team

Upmetrics is the #1 business planning software that helps entrepreneurs and business owners create investment-ready business plans using AI. We regularly share business planning insights on our blog. Check out the Upmetrics blog for such interesting reads. Read more

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Mindbody Guide

Creating a business plan for your fitness studio: a step-by-step guide.

Starting your own fitness studio can be intimidating, but with a plan in hand, you can hit the ground running. Beyond a handy document, your business plan can be a dynamic tool to guide your decisions and showcase your potential to investors. Before you open your studio or gym’s doors, you’ll want to confirm the key components of your business, who your marketing will target, how you’ll finance your business and what your overhead monthly costs will be.

Download this guide to learn what you need to include in your fitness studio's business plan to ensure success and how to tackle each section :

• Summarize who you are, your offerings, your goals, and the strategy to achieve them. This should answer the who, why and how of your business.
• Provide an overview that expands on your business's purpose, model, products, services, and target market research, as well as an industry analysis examining the local market, current trends, and potential growth opportunities.
• Highlight the experience and expertise of your management team, emphasizing key members who contribute to your business's success.
• Describe your studio's offerings, any inventory, and potential licensing plans.
• Outline your marketing efforts, detailing strategies, projected startup costs, and responsible parties. Potential components could include social media marketing, advertising, email marketing, referral programs, sponsorships, partnerships, and pricing.
• Develop a financial plan, incorporating current & future projections, supported by research and detailed breakdowns of monthly and annual earnings over a five-year period.

There’s no need to start with a blank page; download a ready-to-go Microsoft Word Fitness Business Plan Template and get started!

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How to Create a Fitness Studio Business Plan

February 8, 2023

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

BusinessPlanTemplate.com 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 Template.com 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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Personal Training Business Plans

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

By Joshua Napilay on Jul 15, 2024.

Fact Checked by Ericka Pingol.

What is a Personal Training Business Plan?

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

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

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

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

Personal Training Business Plans Template

Personal training business plans example.

How does it work?

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

Personal Information

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

Business Description

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

Target Market

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

Competitive Analysis

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

Marketing Strategy

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

Service Offerings

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

Operational Plan

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

Financial Projections

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

Risk Management

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

Long-Term Goals

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

Review and Finalize

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

Professional Advice

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

Implementation

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

When would you use this Plan?

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

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

Enhanced Business Strategy

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

Investor Attraction

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

Operational Efficiency

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

Marketing Effectiveness

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

Financial Planning

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

Adaptability and Growth

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

Research & Evidence

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

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

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

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

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

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

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

Commonly asked questions

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

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

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

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Gym business plan: a checklist with templates & examples

In this article, you'll find a checklist of everything you need to know to create a business plan for your gym or fitness business.

If you've recently discovered an ambition to start a gym , or this has been your dream for years, we've got you covered!

The first step in your journey is to create a gym business plan. This will include understanding your business's structure, determining your target market and what sets you apart from other gyms (your unique selling point), forecasting future finances, and any further details about your venture.

Your gym business plan is the key to your success. It will help you make better decisions and attract potential investors. Creating a business plan is ongoing; it's not something you do once and then forget about. Your business plan should be flexible and adapt as you move forward. 

You have to consider many elements to ensure your gym will succeed. All stages of your business plan are critical. In this article, we'll be doing a deep dive into understanding the core essentials of creating a fitness business plan.

What is a gym business plan? 

A gym business plan is a document that informs the reader about your company and where it's headed. In other words, it answers essential questions such as:

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

According to research, entrepreneurs who write formal business plans are more likely to be successful . 

This is especially true for business owners seeking external financial support. A formal business plan can help new businesses by providing a clear focus for their ideas.

Why it’s important to have a business plan for your gym? 

Simply put, your gym business plan is an organized and detailed process that provides a roadmap for your business. If someone reads it – like a potential investor, for example – they should be able to understand how you expect the gym to progress and succeed over time.

Plus, putting together a business plan with detailed description forces you to take a critical look at your operation as it currently stands and identify room for improvement or new areas of opportunity altogether.

Depending on where your business is located, a well-crafted business plan can serve multiple purposes.

Keep reading for even more reasons you need a business plan from day one!

Taking advantage of a steadily growing industry

The gym industry is booming, allowing gyms to capitalize on this growth. In the US alone, over 87 million people regularly attend the gym and spend billions of dollars annually on membership fees.

And according to projections, the global gym market is expected to reach 434 billion USD by 2028 – a 171% increase from 2021! This steady growth provides room for gym owners to get in on the action and reap the benefits.

By having a gym business plan that considers the health & fitness industry as a whole, you'll be able to capitalize on this growth.

Ensures your business idea is feasible 

If you're considering starting a fitness business, know it will be complex. You have a fantastic idea and think it could take off--but how can you test that theory without launching the business? 

This is where a business plan comes in handy. By working through your concept and creating a well-rounded plan of action, you'll be able to figure out key details like numbers, market trends, and what your competition is doing and save yourself loads of time down the line.

It helps to bring in investors and secure funding 

To secure funding for your gym business from investors, you need a comprehensive business plan. This document helps startup businesses obtain the initial capital they need and provides established companies with funds for expansion.

Would-be contributors usually request substantiated data— such as numbers backed up by facts and figures—before deciding whether or not to invest in a project.

If you don't have a business plan, chances are slim that you'll receive money from sources like investors, banks, or other financial organizations outside your company.

Set and reach goals, both big and small 

Having long-term and short-term goals is a great start, but it's time to take the next step. A successful business plan will contain specific tactics on how you plan to achieve your objectives. 

This might be through your business model, acquiring equipment, hiring new talent, or marketing campaigns.

A successful business needs a clear plan to achieve its goals. Breaking down important goals into smaller, more manageable pieces would be best. 

And remember-- as your business changes and grows over time, so should your plan. Keep it updated regularly. 

Business planning is no longer a daunting task

A business plan is a vital tool for new and established businesses. It provides direction and helps to set the foundation for a successful start. 

By budgeting, analyzing your market, and setting out your goals and strategies, you can make more informed decisions about how to proceed. This process also makes it easier to track your progress over time and assess whether or not you are on track.

Something to consider before creating a gym business plan

Consider the cost of starting a gym. There are many potential expenses, such as equipment, personal trainers, class instructors, insurance policies, property fees, etc.

Also, consider how much time you are willing to invest in this venture – especially during the beginning stages when there is likely to be a lot of work involved in getting everything up and running smoothly.

It can be challenging to maintain a good work/life balance when starting any business; it will probably require working additional hours outside of your usual schedule.

Money and time are essential, but there are other things you need to be successful. 

People skills, marketing know-how, and financial smarts are essential if you want to succeed in the gym business world. It's not going to be easy, but it will be worth it if this is your passion. A solid plan is the first step toward making your dream a reality.

The 11 key elements of a detailed gym business plan

Before you develop your business plan, think about where you are and where you want to see yourself. Keep this vision in mind, as it will help guide you through writing your business plan. There will be countless opportunities wherein consulting your business plan will assist you in making a decision.

To create an effective health club business plan, you will need extensive research on your fitness industry, competitors, and future finances. 

Following these 11 steps, you can build an excellent gym business plan that covers all aspects of your health club.

Step 1: Executive summary

Your executive summary needs to be clear and concise while also grabbing attention. What you want readers to know is:

• Your mission/purpose
• How you'll achieve success (What will make you a success story?)

And finally, your vision for the future. Though it may seem tempting to hurry through this section because it is shorter than other parts of the business plan, don't rush! 

This is your chance to shine and explain what makes your company special. Don't worry if you feel like you have more to say about your goals and vision. You can expand on these topics in your company overview.

Step 2: Company overview

Your company overview is where you get to sell your gym and its potential. Build on your executive summary's vision and mission statement, delving deeper into what makes your gym unique. 

Think of your vision statement as a tagline for your future website. When outlining the purpose of your gym, which audience it will cater to, and how you plan to achieve business goals, also consider including the following: 

Your personal mission statement for the business- i.e., what outcome do you hope to see?

Then, give your readers some information on your background:

• What have you done in the past?
• Have you had any other businesses?
• What is your current status?

This is helpful for investors and partners to know so they can understand where you've been and where you're going. The more they know about you, the more trust they'll have in you.

Step 3: Services and amenities

Outline your strategy in detail: what services you'll offer and how you will develop new offerings. This includes if you need to hire someone or build a facility, such as a spa or a studio. 

This information will help you realize when or where your business requires more funding and extra staff.

By describing your products and services, you can gain valuable insights into your gym's size. Test your vision to determine if you have the necessary funding for these assets. If not, consider how you might acquire the required financing.

Some potential products you could invest in are: 

• Gym equipment like treadmills and rowing machines 
• Specialist equipment to cater to different types of gym-goers, such as bodybuilders 
• Food and drinks like energy drinks or healthy foods 

And services like: 

• Personal training sessions 
• Group classes like yoga, spinning, or body pump 
• Lockers for storing belongings while working out 
• Spa amenities like saunas or massages 
• A swimming pool 
• Physiotherapy

Furthermore, thinking about increasing your market share is a significant next step. You could start by offering pro bono services at local workplaces and schools, eventually introducing a fee.

This way, you can attract larger customers while still providing value.

When creating a business plan - be it for a gym or something else entirely - remember that its purpose is to lay out your objectives easily for potential bankers, partners, employees, and investors.

Step 4: Management team

It is essential to consider the positions you'll need to fill and how these people can help your gym succeed. 

You should write a summary emphasizing their skills and management experience while incorporating what they will be responsible for and any incentives you plan on offering.

Furthermore, creating an employee ladder is vital to establish who or what each new hire will report to so your business can secure its success.

Step 5: Market research and marketing strategy

Marketing is a field where creativity can shine. It's all about identifying different groups of people who would buy your product, coming up with reasons why they should choose you over others, and figuring out ways to get more sales.

Learn more:

Gym marketing strategy

Gym promotion ideas

Gym membership pricing

Best gym features

Even if marketing your fitness business isn't your favorite thing, remember that your marketing strategy will help you lay out a plan for expansion if you do it right. Your first target should be to summarise what you found in your market research. Are you still stuck? 

Consider where you are situated, similar businesses nearby, and who makes up the community around you.

Define your target market here. It could be

• Working professionals
• Senior executives

Or a particular group, like cyclists. After that, try to understand why this specific demographic would join a gym – for example, are they looking for cardio?

After you have completed your market research, take some time to understand your target audience. Ask yourself the following questions:

• How can I make this customer base loyal?
• What makes my company unique?
• What's the best membership package I can offer?
• Is there a need for special equipment or offerings?

In your plan, identify and communicate what makes your business valuable and unique. 

This is called a Unique Selling Proposition (USP), and it will help instill confidence in potential investors that they are making a wise choice by investing in your company. 

Furthermore, detailing marketing strategies in this document provides peace of mind that future income streams are lined up and secure.

There are many marketing strategies you can use to grow your business, including:

• Improving your services
• Advertising and sponsorship
• Loyalty plans and website promotions
• Email marketing campaigns
• Investing in new equipment or technology

Step 6: Competitor analysis - Understanding direct and indirect competitors

To do a competitor analysis, research businesses in your field that offer similar services. These are your direct competitors. 

You can mention indirect competitors, but this section is mainly for an in-depth look at businesses like yours. Depending on your business type, you could have brick-and-mortar and online rivals.

When investigating a competitor, these are some critical areas you'll want to focus on: 

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

Step 7: Create comprehensive financial projections

Starting a gym requires careful budgeting. Make sure you consider every possible purchase and estimate the cost of each item.

The following are key areas to cover when starting your business:

• Lawyer fees
• Recruiting expenses
• Constructional endeavors
• Exercise equipment for the workplace
• Three months' worth of bills and other operational costs
• An accounting software

It's time to be practical and ascertain how much money you will need to open your gym and make it thrive. This way, you'll get a better understanding of what falls within your budget and what will require additional funding.

Next, you need to prove to investors, stakeholders, and employees that you have a feasible plan for attaining ROI. 

Consider revenue streams such as classes, services provided, and product sales- anything that brings in money. Set down an estimate here based on research and expert opinion.

If you're looking for ways to make money, selling healthy food could be a great option. You could create your protein shakes or energy bars, for example. 

If you plan to sell food, ensure you stay up-to-date with food hygiene standards.

Step 8: Financial forecasting

Your sales forecast for your business's first, second, and third years should be detailed. Specifying the number of active members, you estimate for your first year would also be beneficial. Estimate using:

• Unit sales per month
• Any relevant past data
• How purchases will be broken down (as specified in financial projections)

Step 9: Financial strategy

How can you use your fees in a way that will increase customer registration? For example, if all the other gyms in your area charge higher prices than average, this could be an opportunity to set your business apart by being financially conscious (lowering membership fees or having better offers than competitors).

Consider ways to show your appreciation for loyal customers, such as discounts or complimentary services.

Furthermore, if you're in the process of creating a gym and spa business plan, consider adding discounts for those who use both facilities. For example, many people would love to take advantage of the jacuzzi after working out.

Writing your pricing strategy down will help give you peace of mind about what's to come for your gym.

Step 10: Payment option

An easy and accessible payment system is crucial for any business, let alone a gym. To retain customers , ensure your payment processing is up-to-date and user-friendly. 

Let potential investors know what platform you're using or planning to use, so they can see that you're taking customer experience seriously. A positive buyer experience will encourage loyalty among your clientele.

Step 11: Funding

Make it clear where your business will obtain the extra startup capital it needs. 

This is a chance to be practical about your company. Can you realistically obtain the funding required to reach your targets? Or do you need to readjust your plan?

Below are some vital external resources that might provide the necessary funding:

• Loans from friends or family members
• Crowdfunding campaigns
• Business partners or sponsors

If you are looking to gain investors, be sure to detail where the funding for your project will come from and how much of a return they can expect. You should also include any previous loan applications related to this venture here.

You're almost there!

Now it's time to put all the elements outlined above into a gym business plan. This plan will be a reference point when you need to make tough decisions, help secure investment, and show direction to new employees or partners.

Your next steps to successfully run your gym

Here's a personal checklist to help you ensure that you have everything covered before you open your gym. Use it as a reference point throughout the development process to ensure nothing is overlooked.

• Write a business plan
• Register business
• Apply for a business license and permit
• Open business bank accounts
• Select an online payment platform
• Obtain taxpayer's ID
• Purchase insurance
• Rent/purchase facility
• Purchase/rent equipment
• Secure funding
• Recruit employees
• Drafting contract documents along with any other legal documents required
• Design company logo
• Develop website
• Write website content
• Create social media accounts
• Design leaflets & brochures
• Organize branded uniforms
• Launch party

Any business, no matter how big or small, comes with its fair share of challenges. However, the payoffs in the end always make it worth your while

Starting a gym can be an exciting and rewarding venture. However, it is important to ensure that you are well-prepared with all the necessary information before you open your gym. 

A comprehensive Gym Business Plan detailing the market research, financial projections and strategy, services and amenities, management team, and more should be developed to ensure success. 

Additionally, obtaining the necessary licenses, finding and hiring trainers, investing in the right equipment , and appealing to members with friendly incentives are all important steps.

Gym business plan template & examples

In addition, we've gathered a few of the gym business plan templates and examples below. These samples will provide you with suggested language for your own document as well as guidance on what to include.

Adam Fitness Centre

Grow think's template

PAWSitively Fit Club

Ecogym business plan

Capital Health and Fitness Club

Frequently asked questions on good gym business plan

How can i start my own gym business.

Follow these steps and understand gym business plans:

• Choose your area/location
• Develop a comprehensive business plan
• Apply and obtain all necessary licenses
• Find and hire certified trainers
• Invest in the right equipment for your business
• Appeal to members with friendly incentives

How do I write a business plan for a gym?

To write a gym business plan, you can implement the steps below:

• Executive summary
• Company overview
• Services and amenities
• Management team
• Market research and marketing
• Competitor analysis 
• Financial projections
• Financial forecasting
• Financial strategy
• Payment option

What type of gym is the most profitable?

Out of the gyms surveyed in November 2020, 69 percent of CrossFit gyms were profitable, while half of martial arts gyms reported being in the black.

Is owning a gym a good business?

Owning a gym can be profitable, but you will need more time to make yourself rich. To succeed in this industry, you must put in the effort.

Do gym owners make money?

According to ZipRecruiter, an American jobs marketplace, gym owners in the United States will earn an average of $69,472 annually as of June 2022.

Do gyms make a lot of money?

A gym that is managed efficiently and has a good mixture of members can generate quite a bit of money. For example, if a gym has 1,000 people paying $50 monthly, the gym could bring in $50,000 each month. And if the monthly expenses for the gym are $20,000 per month, the profit would be $30,000 per month.

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Personal Training Business Plan With Examples & Templates

Published by caroline @ wellness creative co on 14 june 2023 14 june 2023.

Writing a personal training business plan can seem a bit daunting. Most PTs love fitness and programming but aren’t so keen on the admin side. The good news is it doesn’t have to be difficult – with the right guidance and some practical examples to follow, it’s actually pretty easy.

In this article – learn how to write a personal training business plan in 7 simple steps (with samples, templates, and a downloadable checklist).

• Why write a business plan?
• 7 key elements
• Templates & examples
• Downloadable PDF checklist

We’re a team of qualified personal trainers and fitness coaches with 15+ years of industry experience , so we know first-hand what works (and what doesn’t!). We’ve trained other fitness professionals in sales, marketing, and business growth, so our strategies are tried and tested.

Why Write a Business Plan?

If you want your personal training business to be successful, then it’s vital to have a plan. It’ll help you secure investor funding or a business loan , which many PTs require in order to get off the ground.

But even if you don’t need the start-up finances, writing a plan makes you more likely to succeed. In fact, research shows that business plans double your chance of success . So, it’s really a no-brainer if you’re serious about being successful.

Here are a few of the reasons why creating a business plan is important…

• It crystallizes abstract thoughts and ideas into something tangible
• Helps you communicate your business concept in a way others will understand easily
• Required to secure funding from investors and banks
• Provides a structured plan to work through
• Helps you decide which areas to spend money on and where not to invest
• Ensures you understand what you’re letting yourself in for in terms of money, time, and effort

Whether you want to go freelance, become a mobile PT, start a personal training studio, or your own gym , you’ll definitely need a plan.

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Everything you need to turn your fitness business idea into a reality!

What To Include In a Personal Training Business Plan

Writing a personal training business proposal might sound daunting but this 7-step guide makes it easy . It’ll walk you through the exact process to follow so you’ll have your plan completed in no time. Here’s an overview of what you need to include…

• Executive summary
• Industry and market analysis
• Business overview
• Services offered
• Sales and marketing strategy
• Financial details
• Implementation plan

Now let’s look at each of these sections in more detail…

1. Executive Summary

Get straight to the point – why should the bank or investors lend your business money? Include your mission, key financial info, and unique selling points. Although it goes at the beginning of your plan, you should prepare this section last.

2. Industry & Local Market Analysis

Demonstrate potential – show that the fitness market and personal training industry are growing and there’ll be a strong demand for your services. Include research statistics, competitor info, and relevant government initiatives.

3. Business Overview

Summarise the business – objectives, location, ownership, legal status, personnel structure, and operations.

4. Services

The fun part – describe the different services you plan to sell including the packages and pricing structure . This could be in-person PT sessions, online programs , specialist workshops, fitness products, etc.

5. Sales & Marketing Strategy

How you’ll attract clients – explain your brand positioning and outline your personal training marketing plan by listing the activities you’ll do to generate revenue , attract clients , and promote your PT business .

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6. Financial Information

Time to open a spreadsheet – potential investors and banks aren’t just interested in your figures. They’ll want to know how you arrived at those figures so show your calculations. Include breakdowns of profit and loss, cash-flow, breakeven figures, and the capital expenditure needed for start-up. Project 12, 36, and 60 months ahead.

7. Implementation Plan

How you’ll make it happen – provide a step-by-step list of actions you’ll take, including milestone dates.

You might also like… 50 Catchy Personal Training Business Name Ideas or How To Promote a Fitness Business .

Free Fitness Marketing Guide

Learn which fitness marketing strategies produce the best results (so you can focus on what actually works).

Personal Trainer Business Plan Examples & Templates

Looking at a personal training business plan sample can be really helpful as it puts these sections into context. Reviewing examples will give you ideas for how to create and present your own plan.

You obviously don’t want to copy another plan since the details will be unique to your business. But the following example plans can be a useful reference for personal trainers…

• Dragon Fitness Training  produced this interesting personal trainer business plan as an academic exercise.
• Catalyst Fitness  created this CrossFit business plan with a detailed risk assessment.
• Launceston City Council created this aquatic center and health club business plan.
• The Yoga Lunch Box  offers a comprehensive yet easy-to-read fitness business template.

Creating a business plan is 100% worth the time and effort . It helps you validate demand, maximise profitability, and identify any potential pitfalls early.

This plan will be your playbook for the next 3-5 years so don’t rush the process. It’ll help you secure investor funding or a bank loan if you want to go down this route. Considering how you’ll acquire paying clients and manage cash flow now will ensure you’re well-prepared for life as a fitness business owner.

You might also like… How To Grow a Personal Training Business or The Ultimate Yoga Business Planning Guide & Template .

Downloadable Checklist & More Templates

The best way to write a business plan is to work on it in bite-size chunks . Trying to get the whole thing done in one go is the quickest route to overwhelm.

So, we recommend working on one section each day. This will enable you to complete the whole thing within a week, with zero stress or hassle . To make things easy, we created a handy PDF checklist that walks you through the 7 sections.

You can download it as part of our Fitness Business Start-Up Kit . It includes marketing plan templates, business name ideas, sales scripts, and loads more resources.

Caroline @ Wellness Creative Co

Qualified personal trainer (BSc Sports Science) & nutritionist (MSc Human Nutrition) with 15+ years of fitness & wellness marketing experience working with global brands.

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Fitness Business Blog

Abc trainerize online personal training software, growth tactics • studio and club operations create a business plan for your fitness studio: free guide and template​.

As a passionate fitness professional, we know you’d jump at the opportunity to open the doors of very own fitness studio . But before you start shopping for equipment and reaching out to potential clients, you’ll need to outline a business plan first.

Creating a business plan for a fitness studio is crucial for several reasons:

• Clarifies vision and objectives : A business plan helps define the vision and mission of the fitness studio, outlining the goals and objectives that guide the studio’s operations and growth.
• Secures funding : Potential investors and lenders require a detailed business plan to understand the viability and profitability of the fitness studio. A well-structured plan demonstrates your business’s potential for success and profitability, making it easier to secure financial support.
• Strategic planning : A business plan outlines the strategic approach for reaching business goals, including market analysis, target audience identification, competitive analysis, and marketing strategies. This helps in making informed decisions and staying focused on the business’s core objectives.
• Financial management : It includes detailed financial projections, budgeting, and financial planning. This ensures that the studio has a clear understanding of its financial needs, potential revenue streams, and cost management, helping to maintain financial stability.
• Operational guidance : The plan provides a roadmap for daily operations, including staffing, equipment needs, class schedules, and membership management. This helps in streamlining operations and ensuring efficient management of resources.
• Performance measurement : By setting benchmarks and performance indicators, a business plan allows the studio to track progress and measure success over time. This helps in making necessary adjustments to strategies and operations to achieve desired outcomes.
• Communication : A business plan serves as a communication tool for stakeholders, including employees, partners, investors, and clients. It helps in aligning everyone with the studio’s vision and goals, fostering collaboration and commitment.

Free Guide and Template: Create a Business Plan For Your Fitness Studio

We know, we know: developing a plan might sound daunting, but we’re here to help!

This step-by-step guide, designed specifically for fitness-lovers turned entrepreneurs, will help you figure out the specifics, including how to build your team, find a space, and fund your dream business.

Plus, once you’ve hashed out the details, you’ll have a better understanding of your ideal client, and how to best serve them with appropriate pricing, class types, and more.

Check Out: The Ultimate Pricing Guide for Fitness Studios

This free guide includes:

• Actionable tips for creating a business plan outline
• Steps for creating the various area in the business plan
• Tips for identifying your target market, organization structure, services, financial planning, and staff
• Marketing and sales strategy tips
• A free template to kick-start your business plan
• … and much, much more!

Ready for the challenge of launching a new fitness studio?

Get your free guide + template here!

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Master Your Fitness Goals: Crafting A Personal Training Business Plan

• December 20, 2023

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Are you excited about fitness and thinking about starting your own personal training business? This guide is perfect for you! It breaks down the steps to create a strong business plan, which is key to starting a successful business. You’ll learn how to understand the market, figure out who your clients are, build a unique brand, and set your prices and services.

It also gives tips on how to attract and keep customers with effective marketing. Plus, we’ll show you how to handle the money side and legal details to keep your business safe. This guide will help you launch and grow your personal training business, making your fitness passion both profitable and fulfilling. Let’s get started!

Key Takeaways

• Create a comprehensive personal training business plan to set up and promote success.
• Develop your unique value proposition to stand out from competitors and attract clients.
• Measure performance, adjust plans, and protect against legal issues & accidents for long-term success.

The Importance of a Personal Training Business Plan

A well-structured personal trainer business plan underpins the establishment and growth of your personal training business. It serves as a roadmap, outlining your objectives, strategies, and market research to validate your plans. Moreover, a robust business plan is key in securing external financing for your training sessions, if needed.

Your personal training business plan should encompass several key components, including:

• Market research and analysis
• Target audience definition
• Services and pricing strategy
• Marketing and promotion tactics, which form your marketing plan
• Operations and management
• Financial planning and projections
• Legal considerations and insurance

Each component is crucial in setting your personal trainer business up for success and ensuring you stand out in the fitness industry.

Developing a comprehensive personal trainer business plan helps you understand and navigate the fitness industry and allows you to showcase your brand and unique value proposition. By having a clear and actionable business plan, you’ll be better equipped to:

• Define your mission
• Identify your target market
• Develop marketing strategies
• Outline your services and pricing
• Create a financial plan
• Establish a timeline for growth and expansion

A well-thought-out business plan will set you up for success in the competitive personal training industry.

Investing time in creating a detailed and well-researched personal trainer business plan prepares you to handle the challenges of starting and expanding your personal training business. This guide will walk you through each essential component, providing you with all the knowledge and tools necessary to master your fitness goals and build a thriving personal training business.

Crafting Your Unique Value Proposition

Crafting a unique value proposition that underscores your strengths and expertise as a personal trainer is necessary to differentiate yourself from competitors and draw in new clients. This involves identifying your niche within the fitness industry and creating a strong brand identity that resonates with your target audience.

Identifying Your Niche

Establishing a niche in the fitness industry allows you to focus on a specific target market and tailor your services to meet their needs. Concentrating on a particular demographic can increase revenue without dedicating more time to your business. For example, you may specialize in small group training, weight loss, or strength and conditioning for athletes.

To identify your niche, consider your interests, existing client base, and the unique qualities or skills you bring. It’s important to be passionate about your chosen niche, as this will make it easier to develop targeted marketing strategies and attract clients who share your enthusiasm for the specific fitness area.

Creating a Strong Brand Identity

Building a strong brand identity must set your personal training business apart in the competitive fitness industry. It involves developing a consistent visual and messaging style that resonates with your target audience and reflects your core values. Some key elements for creating a robust brand identity include:

• A distinct name
• A mission statement
• Consistent branding across all marketing materials

To build a strong brand identity, follow these steps:

• Identify what makes you a great coach and the niche you plan to serve.
• Create a distinct name and logo for your business.
• Craft a powerful mission statement that reflects your values and goals.
• Ensure consistency in your branding across all marketing materials.
• Conduct market research to understand your target audience and their needs for personal training sessions .
• Develop a strong brand personality that resonates with them.

Market Research and Analysis

Conducting comprehensive market research and analysis is vital to comprehend the fitness industry’s local and national competition and to spot gaps and growth opportunities. By examining key market trends, such as:

• The rise of biohacking
• Wearable tech
• Mobile fitness apps

You can gain valuable insights into the current state of the fitness industry and identify potential areas for expansion.

To effectively analyze the market, gathering information on your target demographic is essential. This includes:

• Motivations for using personal training services

This information will help you tailor your offerings better to meet the needs and preferences of your potential customers.

Besides understanding your target audience, a comprehensive market analysis should include:

• An assessment of the competitive landscape, both locally and nationally
• Researching other personal trainers and fitness businesses in your area
• Identifying potential gaps in the market and opportunities for growth

Including market research and analysis in your personal trainer business plan aids not only in understanding the fitness industry and competition and enables better decision-making about your business model and marketing strategies. By staying up-to-date on industry trends and adapting to changes in the market, you can ensure your personal training business remains competitive and continues to grow.

Defining Your Target Audience

Identifying your target audience is vital in formulating a successful personal trainer business plan. Researching demographics, fitness goals, and preferences of potential clients will help you create tailored marketing and service offerings that resonate with your audience.

Your target market might include individuals, schools, families, or corporations. It’s essential to gather information on the demographic profile of your potential customers, such as their ages, genders, locations, and income levels. This data will help you better understand who you’re trying to reach and how to effectively market your training services to them.

In addition to demographic information, it’s important to consider psychographic profiles, which provide insights into the wants and needs of your target customers. By understanding their motivations and preferences, you can tailor your personal training services and marketing strategies to better appeal to your audience.

Finally, consider how your personal training business model might vary based on your target audience. Factors such as:

• Travel requirements
• Scalability
• Equipment needs

These can influence how you structure your business and deliver your services. By defining your target audience and understanding their unique needs, you can create a personalized and effective approach to growing your personal training business.

Services and Pricing Strategy

Deciding on the appropriate blend of services and pricing structures is key to maximizing revenue and client satisfaction in your personal trainer business plan. Personal trainers can choose from fixed pricing, tiered pricing based on the services provided, or an open pricing model with individual prices determined through negotiation.

When selecting a pricing strategy for your personal training services , consider factors such as your experience level, available equipment, and the complexity of your programs. One recommended approach is a higher price for non-members and a reduced price for existing members.

Hourly rates, package prices, and subscription models are all available options to purchase personal training services. These forms of pricing allow customers flexibility when selecting their personal training services. The average rate for a personal training session across the US is $50-60. Still, factors such as location and experience can influence the price.

It’s important to diversify your sources of income for your personal training business and be mindful of the potential revenue from multiple services and products. By offering a range of services and pricing options, you can attract a wider client base and ensure a steady flow of income as your business grows.

Marketing and Promotion Tactics

An effective marketing strategy is essential for attracting and retaining clients in your personal training business. Some proven marketing tactics include:

• Social media marketing
• Content marketing
• Referral marketing
• Community involvement

These strategies have been successful for many businesses, including those who started their own business.

Social media marketing can be a powerful tool for personal trainers, allowing you to showcase your expertise, connect with potential clients, and build your brand. By creating and maintaining active social media accounts on platforms such as Facebook, Instagram, and Twitter, you can engage with your audience and share valuable fitness and personal training content.

Email marketing is another effective way to promote your own personal trainer business. By sending targeted emails to your contact list, you can introduce yourself, provide information about your services, and encourage potential clients to book a consultation or training session.

In addition to online marketing efforts, consider engaging in community involvement to build your reputation and attract new clients. By participating in local events, partnering with other businesses, and offering workshops or seminars, you can demonstrate your commitment to the community and create valuable networking opportunities.

Operations and Management

Effective operations and management are essential for the smooth running of your personal training business. Your personal trainer business plan should cover both daily operational activities and long-term objectives. This includes scheduling training sessions, managing client records, and maintaining equipment.

When establishing your personal training business, it’s important to consider the resources and staffing needed to deliver your services. This may involve hiring additional personal trainers, administrative staff, or specialized instructors for group classes.

Having a separate business bank account for your personal training business is crucial for keeping your finances separate from your business finances, avoiding confusion and potential legal issues. Additionally, investing in tracking software can help you manage client profiles document notes, and provide access to homework and video links for your clients.

By developing a comprehensive operations plan that covers all aspects of your personal training business, you can ensure that your services run smoothly, allowing you to focus on delivering exceptional results for your clients.

Financial Planning and Projections

Financial planning and projections are significant for obtaining funding and tracking the performance of your personal training business. You should include a 5-year financial statement in your plan. This statement should cover:

• Monthly or quarterly activity for the first year
• Annual detail after the first year
• Income statements
• Balance sheets
• Cash flow statement

When calculating financial projections, consider the total number of clients, pricing structures, and potential revenue streams. Ensure you factor in start-up outlays, such as rent, insurance, equipment, and marketing expenditures. Put aside sufficient resources for these costs before commencing your business. Additionally, incorporate operating costs, such as rent, equipment maintenance, insurance, and administrative fees, into your financial forecasts.

A balance sheet is an essential component of your personal trainer business plan, as it demonstrates the financial stability of your business. Presenting a balanced portfolio of assets and liabilities signals to banks and potential investors that you are a reliable business with the financial capacity to repay any loans.

Regularly reviewing and updating your financial plan and projections will help you stay on track with your business goals and make informed decisions about the growth of your personal training business.

Legal Considerations and Insurance

Safeguarding your personal training business against potential legal issues and accidents is vital for sustained success. It’s important to consider legal aspects such as liability insurance , client waivers, and the appropriate business structure when developing your business plan.

Liability insurance is crucial for personal trainers , as it protects in the event of an unforeseen accident, safeguarding your business interests. Client waivers are another important component of your legal preparations, as they help protect your business from liability in case of injury or damage during training sessions.

Selecting the appropriate business structure, such as a sole proprietorship, partnership, or limited liability company (LLC), is essential for protecting your assets and ensuring the smooth operation of your business. As a business owner, consult a legal professional or business consultant to determine the best structure for your personal training business.

By addressing legal considerations and insurance in your personal trainer business plan, you can protect your business from potential legal issues and ensure a stable foundation for growth.

Measuring Success and Adjusting Your Plan

Regularly revising your personal training business plan is key for maintaining responsiveness to market and industry changes and meeting your clients’ changing needs. By incorporating feedback from clients and industry professionals, you can identify areas for improvement and adjust your strategies accordingly.

Some key performance indicators (KPIs) for personal training businesses include:

• Average price per session
• Number of sessions serviced
• Average hourly rate
• Number of consultations
• Customer lifetime value (CLV)
• Website traffic
• Conversion rate
• Average class attendance (ACA)

Monitoring these KPIs can help you assess the success of your business and make data-driven decisions about your marketing strategies and service offerings.

Reviewing and revising your personal training business plan at least annually is recommended. However, consider reviewing and updating your plan every quarter for optimal results to ensure it remains relevant and in line with your business objectives.

By regularly measuring success and adjusting your personal training business plan, you can:

• Stay ahead of industry trends
• Adapt to market changes
• Continue to meet the needs of your clients
• Ensure the long-term success of your business.

Crafting a comprehensive personal training business plan is essential for establishing, growing, and maintaining a thriving business in the competitive fitness industry. By following the steps outlined in this guide, you’ll be well on your way to mastering your fitness goals and building a successful personal training business that stands out from the competition.

Frequently Asked Questions

How do i write a business plan for a personal trainer.

Create a comprehensive business plan for your personal training business by following six key steps: writing your mission statement, assessing the fitness industry and your competition, mapping out your revenue streams, planning for operating costs, creating a sales and marketing plan, and assessing your risk.

Should personal trainers have an LLC?

Given the lack of protection for sole proprietors and the convenience offered by LLCs, it is generally recommended that a personal trainer sets up an LLC. This involves filing articles of organization and other paperwork and paying a fee to a government office (usually the Secretary of State).

How do you structure a PT business?

Structure your PT business in six steps by writing a mission statement, assessing the fitness industry and competition, mapping out revenue streams, planning operating costs, creating a sales and marketing plan, and assessing risk.

How often should I review and update my personal training business plan?

Reviewing and updating your personal training business plan at least annually is recommended, with optimal results achieved by doing so every quarter.

What are some key performance indicators (KPIs) for personal training businesses?

Key performance indicators (KPIs) for personal training businesses include average price per session, number of sessions serviced, average hourly rate, number of consultations, customer lifetime value (CLV), website traffic, conversion rate, and average class attendance (ACA).

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