gym room business plan

Gym Business Plan Template

Written by Dave Lavinsky

Gym Business Plan & Example

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

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

Gym Business Plan Example

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

Executive Summary

Business overview.

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

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

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

Service Offering

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

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

Customer Focus

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

Management Team

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

Success Factors

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

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

Financial Plan Highlights

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

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

Company Overview

Who is steven’s gym.

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

Steven’s Gym History

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

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

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

Steven’s Gym Services

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

Industry Analysis

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

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

Customer Analysis

Demographic profile of target market.

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

Customer Segmentation

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

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

Competitive Analysis

Direct and indirect competitors.

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

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

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

Competitive Advantage

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

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

Marketing Plan

Brand & value proposition.

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

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

Promotions Strategy

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

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

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

Operations Plan

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

Operation Functions:

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

Milestones:

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

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

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

Financial Plan

Key revenue & costs.

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

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

Funding Requirements and Use of Funds

Key assumptions.

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

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

Financial Projections

Income Statement

Balance Sheet

Cash Flow Statement

Gym Business Plan FAQs

What is a gym business plan.

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

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

What Are the Main Types of Gyms?

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

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

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

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

How Do You Get Funding for Your Gym?

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

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

What are the Steps To Start a Gym Business?

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

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

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

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

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

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

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

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

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

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

• How to Start a Gym Business

Where Can I Get a Gym Business Plan PDF?

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

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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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Gym Business Plan

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

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

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

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

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

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

Fitness Industry Outlook

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

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

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

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

1. Executive Summary

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

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

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

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

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

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2. Company Overview

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

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

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

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

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

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

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

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

3. Industry and Customer Analysis

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

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

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

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

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

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

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

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

4. Competitor Analysis

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

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

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

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

Refer below example; showing competitor analysis description:

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

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

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

5. Service Offerings

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

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

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

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

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

6. Marketing Strategy

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

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

Unique Selling Proposition

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

Social media marketing

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

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

Loyalty plans

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

Collaborations

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

Offline advertising

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

Consider following offline advertising strategies to reach specific demographics:

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

Pricing strategy

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

7. Management Team

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

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

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

8. Operations Plan

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

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

Consider adding below essential components to your operational plan:

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

Operational Process

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

Equipment & Machinery

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

Refer to the below example written using our AI assistant:

9. Financial Plan

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

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

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

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

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

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

Download Free Gym Business Plan PDF

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

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

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

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

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

Start Drafting Your Plan with Upmetrics

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

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

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

So, don’t wait; start planning now !

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

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

What should I include in my gym business plan?

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

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

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

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

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

How often should I update my gym business plan?

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

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

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

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

About the Author

Vinay Kevadiya

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

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BUSINESS STRATEGIES

How to create a gym business plan

• Annabelle Amery
• Sep 5, 2023
• 10 min read

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

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

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

Why create a gym business plan?

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

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

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

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

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

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

Guide your website messaging and design: A gym business plan also includes considerations for creating a business website . Today, making a website is crucial for attracting customers and promoting your gym. The business plan can outline the website's purpose, design, functionality and marketing strategies to drive traffic to the site. Be inspired by these fitness website examples .

How to write a gym business plan in 6 steps

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

Executive summary

Business and domain names

Market analysis and research

Operations plan

Marketing and advertising

Financial plan

01. Executive summary

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

Example of an executive summary for a gym:

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

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

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

02. Business and domain names

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

Brainstorm keywords and concepts related to fitness, health and wellness

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

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

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

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

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

03. Market analysis and research

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

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

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

04. Operations plan

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

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

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

05. Marketing and advertising plan

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

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

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

06. Financial plan

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

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

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

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

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

Gym business plan examples

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

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

Business plan template 1: neighborhood fitness studio

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

Company name and domain name

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

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

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

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

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

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

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

Marketing and advertising plan

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

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

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

Business plan template 2: upscale fitness center

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

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

Marketing analysis and research

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

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

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

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

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

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

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

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

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

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How to Create a Business Plan for Your Gym

Crafting a gym business plan that prioritizes modern technology can help your new fitness business succeed.

A passion for fitness alone isn't enough to open a gym. If you want your business to thrive, you must create a roadmap for success. Gym business plans outline your business's goals and strategies to help you reach those goals, providing a structured framework for decision-making, resource allocation, and long-term growth.

Let’s explore everything you need to know to craft a successful business plan for your gym.

Why Do You Need a Gym Business Plan?

Writing a business plan can feel daunting, and you may wonder if it's worth the time and resources. While you may feel overwhelmed now, pausing to plan offers significant benefits.

Improves Success

A well-thought-out business plan improves your chances of success and accelerates growth. Studies show that entrepreneurs with formal business plans are more likely to succeed .

Additionally, companies with well-developed plans grow 30 percent faster than those without. Why? A strategic business plan creates a path toward achieving important milestones. It outlines specific strategies, timelines, and measurable targets, enabling you to track progress and adjust as needed.

Helps Secure Funding

Whether you're seeking a loan or attracting investors, a comprehensive business plan is essential to secure funding for your gym. Potential investors and banks typically require a business plan that includes market data and opportunity, a high-level marketing and growth plan, and projected costs and revenue.

Crafting Your Gym Business Plan With Modern Technology at The Forefront

With over 32,000 United States health clubs vying for members, new gyms must incorporate modern technology in their business plans to outperform their competitors.

"Technology spans nearly every element of the modern gym environment," says Randy Hetrick, Founder and CEO of OutFit Training. "From member acquisition, utilization, and retention analytics to scheduling, billing, goal setting, program design, biometric analysis, and more – technology touches nearly every aspect of a modern club."

In today’s rapidly evolving fitness landscape, adopting a tech-forward strategy isn't optional; it's a necessity.

Benefits of a Tech-Driven Business Approach

Improves member retention.

Providing a location to pump iron and break a sweat isn't enough to retain members. In fact, most gyms lose 50% of new members within six months of joining. Today, gym goers demand more than just equipment. They want a seamless experience that takes their fitness to the next level. Incorporating modern technology, such as personalized workout apps, virtual classes, and progress tracking, enhances your member's experience and improves retention.

Streamlines Operations

Repetitive administrative tasks are a time suck for gym owners. Ditch the spreadsheets and opt for a more efficient gym management strategy by investing in gym management software. Gym management software streamlines fitness facility operations by centralizing tasks like member registration, class scheduling, and billing. It also automates routine processes, like membership renewals and payments, reducing administrative work and minimizing errors.

Diversifies Revenue Streams

The demand for online exercise courses has increased 132% year-over-year. This trend presents opportunities for gym owners interested in diversifying their revenue streams and bringing in more money.

Offering virtual workouts caters to individuals who may be too busy to visit the gym every day. It can also help boost in-person attendance by 12%. This means not only meeting the needs of those who prefer the flexibility of virtual workouts but also encouraging more people to show up at the gym when they can. It’s a win-win situation for gym owners looking to adapt to changing preferences and attract a broader audience.

The Core Components of a Tech-Driven Gym Business Plan

Now that you understand the importance of a business plan and technology's role in helping your gym thrive, let's explore the essential elements aspiring entrepreneurs should include when crafting their strategies.

Executive Summary

Your executive summary serves as a bird's eye view of your gym, providing insights into your business model at a glance. This section introduces your business idea to readers and includes your mission statement, goals, leadership, operations, and locations.

Products and Services

This section outlines the range of products and services your gym will offer. Here, you should provide pricing information and detail your services' unique features and benefits, emphasizing how technology will enhance the overall fitness experience for your members.

Market Analysis

If you want to turn your dreams of gym ownership into a reality, you need to understand consumer behaviors in your area and economic trends in the fitness industry. In this section, delve into your local market, identifying target demographics, competitors, and potential growth areas. Analyze the demand for tech-driven fitness solutions and showcase how your gym is positioned to meet and exceed these market needs.

Marketing Strategy

This section should detail your marketing strategy, outlining how you plan to promote your gym and attract members. Include both traditional and digital marketing approaches, like social media marketing. A well-crafted marketing strategy will include strategies for building brand awareness, promoting special offers, and fostering community engagement.

Financial Projections

This section should outline your gym's financial planning and projections. If you already own a fitness business, include your financial statements from the previous two years, a listing of current or desired equipment to be purchased, and other relevant financial documents.

Aspiring gym owners should provide detailed financial projections, including revenue forecasts, expense estimates, and expected profit margins. If you need funding, include details about the financial assistance your gym will require. Most likely, you already know your business growth path. Demonstrating that growth path to third parties will help you unlock the funding you need to spur things into action.

The Importance of Financial Forecasting

Opening a gym is not for the faint of heart. Industry professionals estimate that 81% of fitness studios fail in their first year. This failure rate is often due to insufficient funds. If you want to avoid becoming a negative statistic, it’s essential to have a realistic financial plan in place before you open. Financial projections can help establish a budget and create benchmarks toward achieving your gym’s financial goals.

Creating Data-Driven Financial Projections

Financial projections predict the future income and expenses of your gym. This information helps you anticipate financial needs, set realistic goals, and demonstrate your business’s viability and potential success to investors.

Steps to Create a Financial Projections

Collect relevant data.

Established gyms can consult their historical data, like past financial statements, when crafting their financial forecast. However, aspiring gym owners with no historical data must conduct more research. Helpful data to explore when creating financial forecasts includes comparable market research (local and national), industry benchmarks, and analyst reports.

Forecast Expenses

Typical gym expenses vary widely from facility to facility. Opening a gym can cost anywhere from $50,000 to $1 million. When creating your financial forecast, consider the cost of opening a gym and ongoing operational expenses like staff salaries, insurance, the cost to lease property, and marketing.

Forecast Sales

Make a list of your planned revenue streams and project the monthly sales for each. Possible revenue streams for gyms include memberships, merchandise, digital classes, and personal training. Use the data you collected at the beginning of this process to make sales predictions. Remember that revenue tends to ramp up over time, so include a reasonable growth rate for revenue, start at $0, and build into what you believe is realistic.

Forecasting Profit

To forecast your net profit, compare how much money you plan to spend on the business with your predicted revenue. Demonstrating a path to profitability will show your lenders or investors (and most importantly, yourself) that your gym can be a successful and profitable operation.

Innovative Marketing Strategies for the Modern Gym

You could have talented trainers, high-tech equipment, and unique classes, but if no one knows your gym exists, you won't stay open long. including a comprehensive marketing strategy in your business plan is essential to attract new members. this strategy should include a variety of digital channels and outline what techniques you plan to utilize to reach your target audience., create a well-designed website.

Today's consumers expect businesses to have a website. Nearly everyone conducts online research before making a purchase. If you want to be on your target audience's radar, you must provide them with the opportunity to learn about your gym online.

If it's in your budget, we recommend working with a website designer. Poorly designed websites can do more harm than good, driving away potential customers. Skilled website designers will ensure that your website looks professional and is easy for users to navigate.

Optimize for Search Engines

Many business owners think having a website is enough to get discovered. However, creating a professional-looking site is just the tip of the iceberg. If you want your business to show up when prospects search for gyms in their area, you must invest in search engine optimization (SEO).

SEO enhances your website's visibility by optimizing your site's content and structure to rank higher in search results. This makes it more likely that prospects will find your business. Tools like Semrush and Ahrefs can help you identify keywords to include on your site that may help improve your ranking. Given how tricky SEO can be, having a pro in your corner can make things way easier and boost your gym's online game.

Implement Social Media Marketing

With over 302 million social media users in the United States alone, social media marketing helps gyms reach a wider audience. Leveraging platforms like Facebook, Instagram, and TikTok allows fitness establishments to connect with potential clients, share engaging content, and build a community around their brand.

When crafting your social media marketing strategy, include multiple social platforms. Today, the average user engages with up to seven platforms a month . Creating content across different platforms aligns with user behavior and maximizes your gym's visibility.

Utilize Email Marketing

As other digital marketing strategies have arisen, you may wonder if email marketing is still relevant. Let’s set the record straight. With 99% of email users checking their inbox daily , email marketing remains an effective tool for reaching and engaging your target audience.

Gym owners can utilize email marketing to promote special offers, fitness challenges, and exclusive content to their members.

Leveraging Technology to Enhance Your Members’ Experience

When deciding what products and services you want to include in your business plan, consider ways you can integrate technology into the workout experience. Offering fitness tools beyond the standard free weights and cardio machines will help improve your members' health journey and help you stand out from competitors.

Member Apps

If you want to attract tech-savvy members, Randy Hetrick recommends investing in a gym app, saying,"Start with a great member app that engages, challenges, and rewards your members for exhibiting the behaviors that will deliver the results they seek."

Not techy enough to create an app yourself? No worries. Gym management software often includes custom-branded member apps as part of their software solution. These apps allow members to view and reserve classes, track workouts, and access digital exercise programs.

Remote Training

While some people enjoy going to the gym to pump iron, 56.1% of exercisers prefer working out at home . Offering remote training options like digital personal training or online classes can help you tap into this market and add another revenue stream to your business.

Wearable Tech

As fitness technology advances, exercisers have become increasingly interested in tracking their health data. Nearly one-third of Americans use wearable tech like smartwatches to track metrics like steps, heart rate, and burned calories.

Recognizing consumer interest in this trend, successful fitness brands like Orangetheory Fitness utilize smart tech in their workouts. This provides members with helpful information on their health and facilitates friendly competition.

Consider elevating your gym’s membership experience by investing in customized wearable tech for your members. Providing devices like MyZone trackers at the beginning of each training session lets you gamify classes through leaderboards showcasing individual efforts.

Smart Equipment

With 38% of gym goers citing equipment as their primary reason for visiting their gym, investing in quality exercise tools is crucial. Smart equipment like Peloton bikes and Tonal strength machines track users' progress and provide real-time feedback. This data allows individuals to refine their exercise techniques, prevent injuries, and optimize their workout efficiency.

Gym Pricing Strategies and Membership Models

Determining the right pricing strategy for your gym can be tricky. If you charge too much, you'll scare away your target audience. On the flip side, if you charge too little, you'll hurt your bottom line.

To strike the right balance, examine your forecasted expenses and research your competitors' pricing. This will give you a strong idea of how much money you need to bring in each month to stay profitable and how much you can charge to remain competitive in the market. Below are standard pricing model options that may be a good fit for your business.

Monthly Memberships

Monthly memberships are one of the most popular membership models among gyms. These plans have a fixed monthly fee that grants members access to gym facilities and services.

Tiered Memberships

Membership plans structured in tiers offer varying levels of access to amenities and services based on the chosen tier. Higher tiers often come with additional benefits at a higher cost.

Class Packages

If your gym offers a variety of classes, you may want to consider offering class packages. This membership option allows members to purchase packages that include a set number of classes allowing flexibility in attendance.

Measuring Success: Key Metrics to Track in Your Business

After creating a gym business plan, ensure it stays on track by using metrics to monitor its progress. Research shows that companies that track their progress are more likely to achieve their business goals . While the best metrics to track will vary from business to business, keeping tabs on the following metrics will give you valuable insights into the health and growth of your gym.

Net Profit Margin

Net Profit Margin is a profitability ratio that calculates the percentage of net profit relative to total revenue. Your net profit margin is one of your gym's most important financial health indicators. This metric helps determine how much of every dollar your make is kept as profit.

Gross Profit Margin

Gross Profit Margin is the percentage of revenue left after subtracting the cost of products and services sold (like labor, equipment, and other consumables), showing how well a gym manages its core operations.

Revenue Growth

Revenue growth is the percentage increase in total income over a specific period, reflecting the expansion or contraction of the business. It's important for gyms (and all businesses) because steady revenue growth indicates an increasing demand for your services.

Member Retention Rate

Your gym's member retention rate is the percentage of members retained over a set time period. A high retention rate indicates happy clients that contribute to a consistent revenue stream.

Member Growth Rate

Your gym's member growth rate reflects the percentage increase in members over a specific period. A higher growth indicates an increase in popularity and will likely increase revenue.

Bottom Line

Opening a successful gym requires a little planning. But, investing time into crafting a strategic business plan increases your likelihood of success and improves your chances of receiving funding. Check out the U.S. Small Business Administration's resources for more information about creating a business plan.

More Advice for Gym Owners

• Best Gym Management Software
• Ultimate Guide to Opening a Gym
• Grow Your Gym: Capitalize on Fitness Business Trends
• Best Fitness Industry Events for Fitness Professionals
• How to Increase Gym Membership Sales
• Intro to Gym Equipment Financing for Gym Owners
• Harvard Business Review. Research: Writing a Business Plan Makes Your Startup More Likely to Suceed
• Bplans. Do You Need a Business Plan? Scientific Research Says Yes
• IHRSA. Media Center
• IHRSA. The 2020 IHRSA Health Club Consumer Report
• IHRSA. How to Build a Successful Health Club Franchise Model
• Power Reviews. Survey: The Ever-Growing Power of Reviews (2023 Edition)
• socPub. 5 Mobile Marketing Mistakes and How to Fix Them
• Statista. Social Media Usage in the United States-Statistics & Facts
• Forbes. Top Social Media Statistics And Trends of 2024
• Optinmonster. Is Email Marketing Dead? Statistics Say: Not a Chance.
• GoodFirms. At-Home Fitness Regime Is the Top Fitness Trend in 2022: GoodFirms' Survey
• National Heart, Lung, and Blood Institute. Study Reveals Wearable Device Trends Among U.S. Adults
• BDC. SMEs and Growth: Challenges and Winning Strategies
• U.S. Small Business Administration. Plan Your Business

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Creating a Gym Business Plan - A Complete Guide

If you’ve found your way here, there’s a good chance you’re either looking to open a gym or revamp your current business plan - Congratulations!

Any business can benefit by starting with a solid business plan. Even if you’ve already hit the ground running, it’s never too late to put one together. In fact, most people are pleasantly surprised that business plans are not all that time consuming to create and that creating a gym business plan can significantly improve your already established business.

A business plan reveals who you are as a business and gives a logical preview of where you’re heading. It is a roadmap that lays out how your business is structured, how you plan to make it succeed, and the exact steps you need to take to get there.

A gym business plan will clearly define the structure of your business , give you a comprehensive insight into your target market and help you lay out your management structure, marketing strategy and financial strategy.

Though we might think of a gym business plan as a one and done type of document, it is actually an ever-evolving plan that grows and changes with you and your business. Ready to carve out a space for yourself in a multi-billion dollar (and climbing!) industry?

First off ask yourself a couple of tough questions:

• Can I afford to run a gym?
• How much time can I invest in this?
• Do I feel comfortable working with people face to face on a daily basis?

Here’s the thing: starting a gym from the ground up is not an inexpensive venture. Between equipment costs, hiring PTs and group class instructors, insurance, rent, etc. you will need to be honest with yourself if this is a business you can afford to get involved with.

If finances are not an issue, it’s time to reflect on how much time you have /are willing to put into this new venture- especially at the onset. Owning and operating a gym or boutique studio is not a 9-5 job and working for yourself can make it extremely difficult to carve out a work/life balance.

Finally, getting started in a fitness business means you need to prepare yourself for an onslaught of face-to-face interaction with members, staff, investors, etc. If that much one-on-one interaction is not something you had prepared yourself for, you might want to re-think this venture.

The good news is that if owning and operating a gym is your dream - the money and hard work that you need to invest in making it a successful venture will be truly worth it.

Your Gym Business Plan Template at a Glance:

Step 1: Executive Summary

The first part of your gym business plan template is your executive summary. This is a quick, to-the-point statement that delineates the what, why and how of your business. It needs to be impactful and concise in framing your goals, your mission and your vision. Don’t worry if you feel like you have more to say - you can add more details in your company overview.

Step 2: Company Overview

If the executive summary was an outline of your gym business, the company overview is where you have the opportunity to go more into depth with your overall vision. Here you will go over the purpose and plans for your gym, your business model and the strategies you will employ to accomplish these objectives. A general overview of your target clients and what products/services you will provide for them can be included as well, but you will get more into detail regarding your target audience and services below. Don’t be afraid to get personal here! Include your own history in the world of health and fitness and/or business. Clearly communicate your vision for this gym. These are all relevant details for potential partners and investors to know when they are deciding on getting involved with you and your business. Aim to build your know-like-trust factor.

Step 3: Management & Operations

The management & operations section of your gym business plan is where you will present the plans for your employee ladder . What are the positions you need to fill and what sorts of skills will these employees need to have in order to make your gym successful? Think beyond your PTs and group class instructors. You’ll also likely need sales and membership personnel, marketing managers, customer service professionals, a maintenance team, etc. What responsibilities will each of these employees have?

Set up and present an organized chart that breaks down all of your staff positions, detailed descriptions of their roles, compensation structure, and benefits plan as well as incentives to attract and retain quality employees.

If you already have your management team in place, be sure to expound upon their individual skill sets, relevant experience and how they will contribute to the success of your gym.

Step 4: Market Research and Marketing

The market research and marketing step is the part of your gym business plan where you will explore: Your niche (the clients you will cater your gym to) Current trends in the industry that your target audience is looking for What your competitors are offering and for how much Plans for marketing your gym

Market research

You must start with market research and dive into who is in your local market and who you are focusing on as your target audience, your ideal clients - your niche. Are they students, working professionals, stay-at-home moms or dads, etc? Or will you target a specific group of fitness enthusiasts: bodybuilders, yogis, cyclists, etc. How do you plan to successfully fit your gym into your decided upon demographic?

When your target market is sorted out you can start researching your competitors. Direct competitors are those with gyms or boutique studios similar to yours in your area who are also going after a similar target audience. What are their strengths and weaknesses? How does your gym compare to theirs? What do your target clients have to say about them?

Once you are comfortable with your niche and your offerings in comparison to those of your direct competitors, the marketing portion is all about how you plan to get your gym and its services/amenities in front of this target audience and how you will attract them to your gym. It’s time to let your creativity shine! A detailed strategy, who will be handling this job, plus estimated cost is ideal. Your marketing strategy might include social media marketing, email marketing, TV or print advertising, sponsorships, loyalty plans, membership promotions, referral programs and more. Marketing can be any idea you have that will help make your gym stand out, build your customer’s loyalty and increase your revenue at the end of the day.

Step 5: Services and Amenities

In your company overview you briefly described the services and products you plan to offer at your gym, and here you will expound upon these services. This will give a clearer picture of what your gym or studio will look like for your members. Services will cover everything from membership options, group classes and personal training options to the specific exercise equipment you will offer. Amenities will include things like lockers, spa services, a swimming pool, child care options, etc. Products are physical items you plan to offer for additional revenue opportunities: juices, snack bars, protein powders or pre-workout, t-shirts, towels, etc.

Go into details about how the services you offer will fill the needs of your target audience and describe the benefits of each. Finally, create a pricing list that clearly outlines the costs for each product and service. This will make it easier when you get to the financial forecast and strategy section.

Step 6: Financial Forecast & Strategy

Finances are easily the most important part of your business, and are generally how you will measure success and profitability. The financial forecast and strategy is where its time to get real with an in-depth and up close projection for the future of your gym.

First, where do you need to spend your initial capital? Rent or building maintenance/upgrades, hiring costs, gym equipment, operational costs for the first 3-4 months, legal fees and marketing costs among others are all places you’ll want to investigate. Give a realistic cost estimate next to each. Then, add it all up: how much money will you need to successfully launch your gym?

Next you will dive into where your income will come from. Estimate how much your services (memberships, classes, PT, physical products) will bring in. The idea here is to show your potential partners/investors/employees that you have a plan with a solid ROI.

Finally, use all of this information to project a sales forecast for the first, second and third year in business breaking down each month as well as annual earnings and expenses.

Step 7: Payment Options

A big thing to think about is what sort of gym management software you will use. A streamlined system like Virtuagym , that automates membership billing and other fees, simplifies online and onsite scheduling, enables easy booking for classes or PT sessions, as well as other backend processes not only looks great for potential investors, it also serves to increase member retention and improve the overall client experience.

Step 8: Funding

You will round out your business plan with a clear description of where any start-up capital is coming from. Personal savings, bank loans, partners, sponsorships or even “soft loans” from family members or friends are all resources you might consider.

You’re Almost There!

Starting a gym has a multitude of benefits but is no easy task to undertake. That said, with the right business plan your rewards will far outweigh your challenges and you can look forward to a happy and successful future within the fitness industry. Refer back to your business plan whenever you need to make important decisions, secure new investments or show new partners or employees the greater vision and direction of your business.

A Personal Checklist:

Feel free to use this checklist to help you through the next stages of running your own gym. Refer to it throughout the development of your business to ensure you don’t miss a thing.

• Write business plan
• Register business
• Apply for business license and permit
• Open business bank accounts
• Select online payment platform
• Obtain tax payer’s ID
• Purchase insurance
• Organize rental space / purchase facility
• Purchase / rent equipment
• Secure funding
• Set up Direct Debit service
• Recruit employees
• Draft contract documents and any other legal documents required
• Design company logo and brand
• Develop website
• Write website content
• Create accounts on social media platforms
• Design leaflets and brochures
• Organize branded uniforms
• Hold launch party!

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Contact Information

Nicolas Fisher

Nick is a Marketing Specialist with a keen eye for market introspection and relevant insights. Adept in relating to people, he often seeks ways in which we can use human relations to bring our businesses and clients closer together to create lasting bonds by using his insights and expertise in the industry.

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Gym Business Plan Template

Transform your fitness dreams into a reality with our free gym business plan template. Our template includes all the essential elements to help you create a comprehensive and professional business plan in no time. Download now and take the first step towards building a successful gym business.

Download the template today!

Starting a gym business can be an exciting yet daunting task. With so many things to consider, it's easy to get overwhelmed and not know where to start. That's where our free gym business plan template comes in - to guide you through the process of creating a comprehensive business plan that can help turn your fitness dreams into a reality. In this article, we will highlight the features of our free gym business plan template and show you how simple it is to use.

Our free gym business plan template is a comprehensive document that outlines a successful gym business plan. It includes sections on market analysis, target customers, marketing strategies, financial projections, and more. With this template, you can have a clear and well-structured plan that will serve as a roadmap for your business.

One of the best things about our gym business plan template is that it is easy to use. It has a user-friendly interface that makes it simple to navigate through the various sections. Whether you are an experienced entrepreneur or just starting, our template is designed to cater to your needs. You don't have to be an expert in business planning or have any special skills to use it, just follow along with the examples.

To get started, all you have to do is download the template, which is available in both PDF and Word formats. Once you have downloaded it, you can start filling out the various sections with your business information. The template has pre-written sections that you can easily customize to fit your business needs. You can also add or remove sections depending on your preferences.

Our template includes a market analysis section where you will provide information on the fitness industry, target customers, competitors, and more. With this information, you can understand the market trends and determine the viability of your business.

The financial projections section is also crucial in the gym business plan. It provides a forecast of your business revenue and expenses for the next three to five years. This template demonstrates actual examples of the financial projections modules necessary for a gym business plan so you can model your financials after it.

Marketing is an essential aspect of any business, and the gym business is no exception. Our template includes a marketing strategy section that outlines different marketing channels, strategies, and tactics that can could help you promote your gym business. This section is designed to help you reach your target customers and build brand awareness.

Starting a gym business requires a lot of planning, and a well-structured gym business plan is essential. Our free gym business plan template offers all the features you need to create a comprehensive plan that can help you start and run a successful gym business. Download our free gym business plan template today and take the first step towards building your fitness empire!

Gym Business Plan Template Frequently Asked Questions

Q: why do i need a gym business plan.

A: A gym business plan is essential to starting and running a successful gym. It helps you clarify your business goals, define your target market, analyze the competition, identify financial projections, and develop a marketing strategy. Without a business plan, you may miss important details that can affect the success of your gym.

Q: Can I use a gym business plan to secure financing?

A: Yes, a gym business plan is an important tool for securing financing from lenders or investors. It provides them with an overview of your business, including your business concept, market analysis, financial projections, and marketing strategy. A well-written business plan can demonstrate your credibility and your ability to repay the loan or provide a return on investment.

Q: What should be included in a gym business plan?

A: A gym business plan should include an executive summary, business concept, market analysis, target market, marketing strategy, financial projections, and an operations plan. The executive summary should provide a brief overview of your business, while the business concept should detail your gym's services, facilities, and equipment. The market analysis should provide information on the fitness industry, target customers, and competitors, while the marketing strategy should outline how you plan to promote your gym. The financial projections should provide a forecast of your business revenue and expenses, and the operations plan should detail how you plan to run your gym on a day-to-day basis.

We Know a Good Business Plan When we See One

Collectively, our team has reviewed thousands of business plans and has nearly 20 years of experience making SBA loans. We've also helped more than 50,000 businesses create financial projections across many industries and geographies.

Adam served as Executive Director for a SBA microlender in Indiana for over 10 years helping businesses and reviewing thousands of business plans.

Grace has built hundreds of custom financial models for businesses as well as our projection templates which are used by thousands of businesses every year.

Kyle served as an SBA loan officer for 7 years working directly with startups and business owners to review their business plans, projections, and prepare their loan package.

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Fitness Business Plan Template (+ Free Examples)

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

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.

Get a demo now!

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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How to Create a Flawless Gym Business Plan

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

Whether you’re starting a new small business or expanding an existing one, a business plan sets the foundation for success.

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

What is a Gym Business Plan? 

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

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

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

The 6 Crucial Steps to Opening a Gym or Studio

Why do you need a fitness center business plan .

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

1. Test Your Business Idea 

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

2. Attracts Investors and Secure Funding 

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

Read More: How to Get Financing For Your Gym

3. achieve short-term and long-term goals .

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

4. Make Business Planning Manageable 

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

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

Read More: How ABC Glofox Can Boost Your Business

8 steps to create a great gym business plan .

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

1. Executive Summary 

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

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

2. Company Overview 

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

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

3. Industry Analysis 

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

4. Customer Analysis 

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

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

5. Competitor Analysis 

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

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

6. Marketing Strategy 

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

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

7. Management Team 

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

8. Financial Plan 

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

In Summary 

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

If you’re looking for a fitness business platform that can help you create a fitness franchise that will stand the test of time, ABC Glofox is the platform for you. Along with reducing your admin time by 20%, the ABC Glofox platform, on average doubles user revenue in just 18 months.

If you’re ready to take the next step in growing your fitness business, book a call with a member of our team today.

Table of contents

• What is a gym business plan? 
• Why do you need a fitness center business plan?
• 8 steps to create a great gym business plan 

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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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Growthink's Ultimate Business Plan Template

The world's #1 business plan template.

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Gym Business Plan Template

The world’s #1 gym business plan template — it’s the quickest and easiest way to create a winning gym business plan, period.

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It Took Us 17 Years to Create the Ultimate Gym Business Plan Template for You

Hi, I’m Dave Lavinsky, the co-founder and President of Growthink.

I’m honored and flattered to have been recognized as the world’s foremost business planning expert by BusinessWeek, Forbes and others.

Seventeen years ago we started writing business plans for entrepreneurs, executives and business owners like you.

During this time, we’ve helped over 100,000 entrepreneurs and businesses achieve great success.

Using this vast experience, we have created and constantly refined Growthink’s Ultimate Gym Business Plan Template to be the hands-down quickest and easiest way to create a professional Gym business plan that allows you to raise capital and build a strategically sound business.

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You can finally create a professional Gym business plan in less than 1 day thanks to these powerful features of Growthink’s Ultimate Gym Business Plan Template:

Simply Fill in the Blanks

We’ve created simple, fill-in-the-blank exercises that guide you through all the key questions your Gym business plan must answer.

And we give you samples for every section of your plan.

Just type your answers directly into our template and you’re done!

Automatic Financials

Simply type in some numbers, like your salary and expected growth, and our template automatically calculates your complete 5-year financial projections.

You’ll have your Income Statement, Balance Sheet, Cash Flow Statement, and multiple charts and graphs completed in minutes.

Turn Your Ideas to Reality

If you don’t have an action plan for executing on your ideas, they’ll never materialize.

That’s why Growthink’s Ultimate Gym Business Plan Template includes an Operations Plan section.

This section takes you through our proven and proprietary process for creating an Operations Plan that will transform your ideas into reality.

Improve Your Strategy

Growthink’s Ultimate Gym Business Plan Template helps you build a strategically sound business.

It guides you through key questions about your company, marketing and operations strategies, and gives you tons of ideas for improvement.

For example, in the Marketing Plan section, you’ll see several of the best marketing tactics to get new customers.

Expert Answers

Our Ultimate Gym Business Plan Template “Members Area” gives answers to all your questions, plus access to our amazing customer support team.

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Immediately upon purchasing Growthink’s Ultimate Gym Business Plan Template, you will be taken to our Member’s Area where you can instantly download our template and begin working on your business plan.

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Growthink’s Ultimate Gym Business Plan Template is designed for both established Gyms and startups.

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How to create a business plan for your gym

Looking for tips on how to start a gym ? Planning ahead is key to the world of business and workouts. Just like you wouldn’t hit the gym without a workout plan, a fitness business plan is a requisite for starting your own gym, wherever you are in your journey. If you’re looking to find investors for your new fitness center project or are interested in expanding on the gym business you already have, a business plan is essential.

This step-by-step guide shows you how to write an effective business plan for your gym.

Follow along to discover the practical knowledge you can use for crafting an unparalleled business plan. Remember, this is a flexible and personalized document that forms a cumulative road map for your business, so take your time and hone in on what separates your business from the competition.

#1 Executive summary

An executive summary is your grand opening. It should grab your reader’s attention, concisely layout your business, and effectively pitch your gym to prospective investors in just about one page. 

The best way to craft an expert executive summary is by asking yourself a few questions to discover precisely what to say. 

Some key questions that will help you formulate your executive summary include:

• What is your mission statement? – Let your reader know who you are. Your mission statement should not only include your gym’s values and goals, it should explain why your gym should exist and what sets you apart from others.
• What are your main offerings? - Are you a gym focused on after-school fitness programs for youth, like Montana’s Missoula Boxing Club ? Or are you interested in encouraging seniors to get active like Jean Grimm of Tuscon, Arizona? Whatever your gym’s main offerings and fitness services are, include them briefly in your executive summary.
• What are your gym’s major goals? – To run a successful gym, plenty of pre-planning is necessary. That said, it’s also necessary to describe your business’s short and long-term goals. Do you see franchises in your future or are you looking to gradually expand your offerings? Brainstorm where your business will be in 1, 5, and even 10 years.

If the executive summary is starting to feel daunting, here’s a tip: 

While an executive summary is a classic lead into your business summary, you may have more success writing it after you’ve completed the rest of your business plan. After taking the time to investigate each specific aspect of your business in detail, you’ll be in a better position to write an effective summary of everything you’ll be covering throughout your plan.

#2 Company overview

A company overview isn’t just your opportunity to expand on why you’re opening a gym, it’s a great place for outlining your general strategy when it comes to your business.

Consider touching on some points regarding:

• Daily operations
• Hours and location
• Managerial processes

Also, be sure to add in all your relevant experience, and why you’re qualified to build your own gym.

Take the time to go in-depth about:

• Business experience – Is this your first rodeo, or have you been an entrepreneur all your life? Even if you’ve never opened your own business, look to events in your life where your leadership and vision have led to a successful outcome.
• Fitness background – Whether you’re a certified CrossFit trainer with a decade of experience or a passionate marathon runner, your background in physical fitness is highly relevant to your company overview.
• Personal touches – The company overview presents an opportunity to showcase why this business venture is so important to your life’s journey. You can share a story about your first gym experience, your family’s history of gym ownership, or your lifelong dreams about running a fitness center—just be sure to remain professional and relevant to the task at hand.

Be sure to include your business model and legal structure, while expanding on the overall purpose of your business. After finishing your company overview, a reader should have a clear idea of your business, both in how it functions and what it might look like in practicality.

#3 Market research

It’s time to dive into your target market and explore where your business exists in the marketplace. It’s most helpful to immediately identify your target market, pinpointing your customer base by demographics including:

• Socio-economic placement
• Education level

By understanding more about your clientele, you can offer more specially catered fitness services.

You also need to understand key elements of your business, like:

• Your location – Where are you planning on operating? Where your gym is located will determine the potential demographics of your customer base and contribute to your overall gym marketing strategy . Your location in terms of proximity to other gyms is also important to point out. Show that you know what (and where) you’re getting into. 
• Your unique selling point - What do you offer your target audience that the competition doesn’t? Whether your gym has flexible hours, unmatched equipment, or classes that no one in the area has ever offered before, take the time to determine your unique selling points and find inspiration from other business owners. Some local gyms have gotten extremely creative when it comes to standing out from competitors. Take, for instance, Omaha’s The Exercise Coach , a small gym using unique tech to create user-specific exercise routines helping members reach their fitness goals in a curated, personalized way.

Research and statistics regarding gyms in your area can also be highly useful in backing up your business assertions. Feel free to add tables and graphs to further illustrate your ideas. Thorough research and relevant facts are excellent ways to showcase a level of professionalism to your business plan overall.

#4 Marketing strategies

Take your deep understanding of local market trends and your fitness industry expertise to craft marketing strategies that will bring members to your fitness center.

Consider the following marketing options and consider using multiple mediums and campaigns to create a winning strategy for your new gym:

• Shake up social media – Create engaging content to attract more users to your social media. Entice your audience with inspirational posts, contests, special offers, and more. Plus, social media gives your audience a direct line to communicate with you, so you can start interfacing with your customers digitally as well as in the gym.
• Connect locally - From your local paper to open bulletin boards, it’s usually simple and effective to find ways to engage with your local community. Print up some fliers, or take out an ad on a local radio station—whatever way you find to connect with your community. Today, it’s even easier to talk to your neighbors with a Nextdoor Business Page designed for local businesses and their communities.
• Loyalty plans and special pricing – Create plans and pricing fitness programs that encourage more contract renewals, personal referrals, and rewards for your most loyal customers. You want to find any way you can to reward your customers for choosing you, so develop a strategy that can benefit both your business and your clientele.

From email lists to billboards, be open to trying new marketing methods and take note of the ones that work best for your business. Marketing your gym is an ever-evolving process, what works today may change in the future, so stay flexible.

#5 Services and products

The “opening a gym business plan” varies from business, and never more so than in the services and products section. While most gyms sell memberships by the month and year, with a variety of service levels, perks, and specialized options, there are plenty of other services gyms offer.Consider, for example, the wide range of fitness classes you have the option of offering, such as:

• Zumba 

The list goes on. Not only should your business plan outline every service you plan to offer—including personal training as well. It should also encompass any products your gym plans to sell online and in-store.

Track your plans for expansion and what more your business can offer to bolster profits and bring up your bottom line. These details will be highly relevant in the following section.

#6 Financial projections

Before you can finish your business plan, you’ll need to properly access your finances. While physical fitness may be your passion, if you’re hoping to turn that dream into a reality, you’ll need to display why your business is a sound investment.

Financial projects should include information regarding: 

• Membership numbers – Estimate how many members you’ll have by the end of your first year, based on similar businesses. Additionally, you may want to include your total member cap, as this is a hard ceiling to potential earnings.
• Cash flow – The money coming in and out of your business must be adequate to keep the lights on, the staff paid, and the business running. Show investors that your hard work and research have paid off with a solid cash flow report.
• Costs – Between rent, upkeep, and equipment, starting out can be costly. Estimate your overall costs, as well as when your business will break even on this initial financial investment.

The financial portion of your business plan may require some expert advice or specialized knowledge. Consider hiring a professional financial expert or seeking the (often free) advice available to those seeking to start their own small business.

Grow your gym with Nextdoor

A well-written business plan can open doors for your business. After following these steps, you might find yourself with the connections and capital to finally realize your dreams. Before you start buying barbells, visit Nextdoor to get a headstart on connecting with your community.

By claiming your free Business Page, you’ll have the ability to engage with nearby, potential customers who are motivated to support local businesses like yours. Consider sharing your business plan with neighbors on Nextdoor to find out what your community is looking for out of a gym. 

Sources: 

Missoulian. Missoula youth gym emphasizes 'books before boxing'. https://missoulian.com/news/local/missoula-youth-gym-emphasizes-books-before-boxing/article_f76a50d2-0285-5b12-8b86-04196ebe72ef.html  

KGUN. 78-year-old woman wins award for encouraging elderly to workout. https://www.kgun9.com/spiritofsoaz/78-year-old-woman-wins-award-for-encouraging-elderly-to-workout  

KETV. Local gym uses 'smart fitness' technology for workouts. https://www.ketv.com/article/local-gym-uses-smart-fitness-technology-for-workouts/36338943  

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Physical Fitness Gym Business Plan

Start your own physical fitness gym business plan

Ladies Only Fitness

Executive summary executive summary is a brief introduction to your business plan. it describes your business, the problem that it solves, your target market, and financial highlights.">, opportunity.

There should be a place where women can work out without worrying about behavior of men. Women know why. 

Ladies Only Fitness’ focus is the urban professional woman who has a very active life and very little time to spend on fitness.  We also focus on young mothers who are looking for a fitness environment that is focused on their unique needs.

Mapleton is a city on the move. The population has grown by 10% each year for the past three years. The current population of Mapleton is 600,000.

Most importantly, the growth has been fueled by the increased employment in the city’s high-tech companies.  This has attracted a type of professional that is the target customer for the Ladies Only Fitness.  The women we are targeting are looking for a different type of fitness club experience. At Ladies Only Fitness, they will be the total focus of our staff.

Another target group is young mothers who are looking for a club that will fit their needs and keep their children close.  Ladies Only Fitness has designed the facility so that the child care center can be seen by anyone working in the main exercise room.  We believe that changes like that will be seen as welcome extras that will bring new members.

Competition

The key differentiator for us is the women-only plus childcare facilities on site. We compete against several gyms in the area, including franchises of 24-hour-fitness and the local downtown gym. 

The competitive advantage of Ladies Only Fitness is the environment that is created in the facility.  Women feel more relaxed and comfortable in a program that is focused solely on them.  In addition, we have designed the childcare center to be visible from the main workout floor.  A young mother can watch her child play in the center while working out.

Expectations

As the highlights chart below shows, we believe we can launch successfully and pass the $1 million annual sales milestone by our third year. 

Financial Highlights by Year

Financing needed.

Estimated Startup Expenses: $95,000

• Legal $1,500
• Website $1,000
• Insurance $500
• Rent $2,000
• Child Care Setup $10,000
• Leased Equipment $80,000

Assets: $65,000 in startup cash

Total financing: $160,000.

Funding plan: $100,000 in owner funding and a $60,000 business loan. 

Problem & Solution

Problem worth solving.

Many women want a gym for women only. And young mothers need that plus childcare. 

Our Solution

Ladies Only Fitness is a women-only health club that creates a personalized environment for women to pursue their fitness goals.  We have the best equipment and the best training program in this arena. We prepare our clients for success!  We have the best weight-management program.  Positive Lifestyle Systems is a truly responsible, effective, weight-management program. We offer this program with confidence. It is unbeatable.

Target Market

Market size & segments.

Ladies Only Fitness will focus on two customer groups:

• Young urban professional women
• Young mothers with children (ages new born to three years of age).

Current Alternatives

We have our gym offerings around town: Snap Fitness, 24-hour-Fitness, Crossfit, and so on. Memberships and features run in standard ranges. 

Our Advantages

Marketing & sales, marketing plan.

Market Segmentation

• 12,000 Young urban professional women;
• 5,000 Young mothers with children (ages new born to three years of age).

Ladies Only Fitness anticipates that sales will be slow for the first and second month of operation, due to our "first month free" promotion. After that point, sales will increase as new members pay for their membership fees.

Locations & Facilities

Ladies Only Fitness is located in the Southtowne Center in southwest Mapleton.  The club occupies a 5,500 square foot storefront.  The facility has one primary equipment room adjacent to the child care center.  The club also has three exercise rooms.  The facility can accommodate 110 people.

Milestones & Metrics

Milestones table.

Key Metrics

• Paying members
• Free trial members
• Conversion from free trial to paying %
• Facebook likes
• Visits per month per member
• Visits per month per free trial members

Ownership & Structure

Ladies Only Fitness is co-owned by Joan Sullivan and Marge Williamson. 

The start-up expenses for the Ladies Only Fitness is focused primarily on equipment and exercise surfaces for the classes.  Joan Sullivan will invest $30,000.  Marge Williamson will invest $70,000.  In addition, club will secure a $60,000 long-term loan.

Management Team

Joan Sullivan will be the operations manager and lead trainer for Ladies Only Fitness. Joan has been a fixture in the Mapleton fitness community for the past fifteen years.  She has been the manager of both the Mapleton Athletic Club (three years) and the Maximum Fitness Club (four years). 

Her reputation as an effective staff supervisor is excellent. At both the Athletic Club and Maximum, membership increased by 15% each year under Joan’s supervision.

Marge Williamson is a CPA with the firm  of Smith, Jones, and Lawrence.  Her primary responsibility will be to oversee accounts receivable and operational costs.

Personnel Table

Financial Plan investor-ready personnel plan .">

Key assumptions.

Revenue by Month

Expenses by month, net profit (or loss) by year, use of funds, sources of funds, projected profit & loss.

Projected Balance Sheet

Projected Cash Flow Statement

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