Gym Business Models 101: Finding the Best Fitness Business Model for You

Choosing the right gym business model is crucial for success. But which gym business model is best? With various options available, it can be overwhelming for entrepreneurs and fitness enthusiasts to understand and navigate through the different gym business models. Here’s a guide to understanding the different gym business models and finding the most successful gym business model for your fitness business.

Fitness Income Ideas

In this comprehensive guide, we will explore the various types of fitness business models, discuss the pros and cons of each, and provide key considerations for selecting the ideal gym business model for your fitness center. Explore the changing practices of fitness business models in this comprehensive guide so that you can decide which fitness business model is best for your business.

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And if you are ready to take your gym business to the next level then this is just another reason Exercise.com’s best gym business management software and best personal training business management software helps grow your business!

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Understanding Different Gym Business Models

Before diving into the specifics, let’s take a moment to understand what exactly a gym business model is. A gym business model essentially refers to the framework and strategies that determine how a fitness center generates revenue, serves its customers, and operates as a business entity. These models can vary significantly based on factors such as target audience, pricing structure, services offered, and overall business objectives.

Now, let’s explore the various types of gym business models that are commonly implemented in the fitness industry.

One common gym business model is the membership-based model. In this model, customers pay a monthly or annual fee to access the gym’s facilities and services. This type of model often offers different membership tiers, with varying levels of access and additional perks. Membership-based gyms typically aim to attract a wide range of customers and provide a variety of fitness equipment, classes, and amenities to cater to different needs and preferences.

Exploring the Various Types of Gym Business Models

1. membership-based gyms.

This popular model involves offering various membership options to customers, who gain access to the gym facilities and services based on their chosen membership level. Membership-based gyms typically operate with monthly or annual contracts and rely on a large customer base to generate steady revenue streams.

2. Boutique studios

These gyms focus on providing specialized fitness classes or training programs tailored to specific interests or needs, such as yoga, Pilates, or high-intensity interval training (HIIT). The boutique studio model often fosters a sense of community and attracts individuals seeking a more personalized and immersive fitness experience.

3. Franchise gyms

The business model involves partnering with an established fitness brand and operating a gym under their name and guidelines. Franchise gyms benefit from brand recognition and support, allowing entrepreneurs to tap into a proven system while still maintaining a level of independence as a business owner.

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  • How to Start a Gym Franchise

4. Online fitness platforms

With the ever-increasing popularity of digital technology, online fitness platforms have gained significant momentum. These platforms provide workout programs, virtual classes, and personalized coaching through an online portal. The online fitness model offers convenience and accessibility to a vast audience, allowing fitness enthusiasts to participate from the comfort of their own homes.

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  • How to Start a Fitness Streaming Business
  • How to Grow a Fitness Business Online

5. Hybrid gyms

This emerging business model combines the benefits of traditional membership-based gyms with the convenience of online fitness platforms. Hybrid gyms offer a physical facility where members can access state-of-the-art equipment and participate in group classes or personal training sessions. Additionally, they provide an online platform that offers virtual workouts, personalized coaching, and nutrition guidance. This hybrid approach caters to individuals who prefer a mix of in-person and remote fitness options.

Read More: How to Run a Hybrid Gym

6. Corporate wellness programs

Many companies recognize the importance of promoting employee health and well-being. Corporate wellness programs involve partnering with gyms or fitness professionals to provide on-site fitness facilities, classes, or discounted memberships to employees. These corporate wellness programs aim to improve employee productivity, reduce healthcare costs, and enhance overall workplace satisfaction. By incorporating fitness into the work environment, companies can create a culture of wellness and encourage employees to prioritize their physical health.

Read More: Most Profitable Fitness Business Models

business model fitness center

Which Gym Business Model is Right for You?

What fitness business model is right for your business? Deciding which fitness business model is right for your business depends on a few factors. To learn how to choose the correct gym business plan , check out this guide where we highlight some of the more popular fitness business models and how they can be applied to your fitness business. Now that we have explored the different gym business models, you may be wondering which one is the right fit for your fitness center. The answer primarily depends on your target audience, location, budget, and personal goals as a business owner.

If you aim to serve a diverse customer base and provide comprehensive fitness services, a membership-based gym might be the most suitable option. On the other hand, if you have a specific passion or area of expertise within the fitness industry, opening a boutique studio could allow you to specialize and cater to a niche market.

Franchise gyms can be a great choice for entrepreneurs looking for a well-established brand and a proven system. However, it is essential to carefully consider the financial investment, ongoing fees, and level of autonomy that comes with a franchise partnership.

For those interested in digital entrepreneurship or with limited physical space, an online fitness platform can offer flexibility and scalability. Embracing technology and leveraging social media (read our gym social media marketing guide ) can help attract a broader customer base and optimize revenue potential.

Another option to consider is the hybrid gym model, which combines elements of both a traditional gym and a boutique studio. This model allows you to offer a variety of fitness services and cater to different customer preferences. For example, you can have a dedicated area for group classes and personal training sessions, while also providing access to a range of gym equipment for individual workouts. This flexibility can attract a wider audience and provide a well-rounded fitness experience for your members.

The Basics of Gym Business Models

Regardless of the specific gym business model you choose, there are fundamental elements that contribute to success. These include:

1. Location

Finding the right location is crucial, as it determines accessibility, visibility, and the potential customer base. Consider factors such as proximity to residential areas, parking availability, and competition in the vicinity.

2. Target audience

Identifying your gym target audience is essential in tailoring your services, marketing strategies, and overall gym experience. Conduct gym target market research to understand the demographics, preferences, and needs of your potential customers.

3. Unique selling proposition (USP)

Differentiate your fitness center from competitors by offering a unique value proposition. Whether it’s state-of-the-art equipment, specialized classes, or exceptional customer service, having a compelling USP will help attract and retain customers.

4. Pricing structure

Determine a pricing structure that aligns with your business goals, target audience, and the services provided. Consider offering flexible membership options, packages, and add-on services to cater to different customer needs.

5. Marketing and promotion

Develop a robust gym marketing and promotion strategy to create awareness and attract customers to your fitness center. Utilize online and offline marketing channels, engage with the local community, and leverage social media platforms to enhance visibility and reach.

A Comprehensive Guide to Gym Business Models

As mentioned earlier, selecting the right gym business model involves careful evaluation and consideration of all relevant factors. To provide you with a comprehensive guide, we will dive deeper into each gym business model, discussing the pros and cons, key considerations, and revenue optimization strategies in separate articles dedicated to each model.

Stay tuned as we explore membership-based gyms, boutique studios, franchise gyms, and online fitness platforms in exhaustive detail. Each article will equip you with the necessary knowledge and insights to help you make an informed decision when it comes to implementing a profitable gym business model.

Pros and Cons of Different Gym Business Models

Understanding the pros and cons of each gym business model is vital in determining the best fit for your fitness center. In the upcoming articles, we will provide an in-depth analysis of the advantages and challenges associated with membership-based gyms, boutique studios, franchise gyms, and online fitness platforms. By considering these factors, you can make an informed decision that aligns with your business goals and vision.

Finding the Ideal Gym Business Model for Your Fitness Center

Choosing the ideal gym business model for your fitness center requires careful evaluation and analysis of various factors. In the next article, we will discuss key considerations to keep in mind when making this important decision. From understanding your target audience to assessing market demand and financial feasibility, we will provide a comprehensive guide to help you find the perfect gym business model that aligns with your fitness center’s goals.

Key Considerations When Choosing a Gym Business Model

When it comes to selecting a gym business model, several key considerations come into play. In the upcoming article, we will delve into the nitty-gritty details, discussing factors such as market demand, competition analysis, financial projections, and operational requirements. By analyzing these key considerations, you can make a well-informed decision that lays the foundation for a successful fitness center.

How to Evaluate and Select the Best Gym Business Model for Success

Choosing the best gym business model for success requires a systematic evaluation process. In this article, we will outline a step-by-step guide to help you evaluate each gym business model based on your fitness center’s goals, target audience, financial capabilities, and overall business vision. By following this evaluation framework, you can ensure that you select the gym business model that sets your fitness center up for long-term success.

Breaking Down the Most Popular Gym Business Models

To provide a comprehensive understanding of gym business models, we will take an in-depth look at the most popular options available in the fitness industry. In the following articles, we will break down membership-based gyms, boutique studios, franchise gyms, and online fitness platforms, discussing their unique features, revenue potential, challenges, and success stories. Stay tuned as we uncover the intricacies of each gym business model, allowing you to make an informed decision based on a thorough understanding of the industry landscape.

Implementing a Profitable Gym Business Model

Once you have selected the gym business model that best aligns with your fitness center’s goals, it’s time to implement and optimize it for profitability. In this article, we will discuss essential steps and strategies to successfully implement your chosen gym business model. From pricing strategies to membership retention techniques, we will delve into the practical aspects of turning your fitness center into a profitable venture.

Maximizing Revenue with the Right Gym Business Model

Maximizing revenue is a top priority for any fitness center owner. In the upcoming article, we will explore revenue optimization strategies specific to each gym business model. Whether it’s introducing additional revenue streams, upselling services, or implementing strategic partnerships, we will provide practical tips and insights to help you maximize revenue potential and ensure the long-term financial success of your fitness center.

Navigating the Challenges of Different Gym Business Models

Every gym business model comes with its own set of challenges. In this article, we will discuss the common challenges faced by fitness center owners in each gym business model and provide actionable solutions to overcome them. By proactively addressing these challenges, you can steer your fitness center towards success and ensure its sustainability in a competitive industry.

Building a Successful Fitness Center with the Perfect Gym Business Model

Building a successful fitness center requires more than just choosing the right gym business model. It involves careful planning, effective execution, and continuous adaptation to industry trends and customer demands. In the upcoming article, we will provide a comprehensive roadmap for building a successful fitness center, taking into account factors such as branding, customer experience, employee management, and community engagement. By following this roadmap, you can set your fitness center up for success and make a lasting impact in the lives of your customers.

Essential Components of a Successful Gym Business Model

An effective gym business model comprises various essential components that contribute to success. In this article, we will deep-dive into these components, discussing aspects such as revenue streams, cost management, marketing strategies, customer retention, and operational efficiency. By optimizing these essential components, you can build a successful and sustainable fitness center that stands out in the competitive market.

Adapting and Expanding Your Gym with the Right Business Model

The fitness industry is constantly evolving, and as a business owner, it is essential to adapt and expand your gym to stay ahead of the curve. In the final article of this series, we will discuss how to leverage the right gym business model to adapt to changing market dynamics and scale your fitness center. From innovating your services to expanding your physical footprint or exploring new digital avenues, we will provide insights to help you future-proof your gym operations and navigate the ever-evolving fitness market.

By thoroughly exploring and understanding the various gym business models, you can make an informed decision that sets your fitness center up for success. Stay tuned as we dig deeper into each gym business model, providing a comprehensive guide to help you navigate the world of gym business models and build a thriving fitness center.

Getting Practical: Which Fitness Business Model is Best?

  • Take time to research all aspects of your business before choosing a fitness business model.
  • There are three primary sources of income and three supplemental sources of income.
  • Successful businesses choose one primary income and layer it with a supplemental source of income.

Owning your own fitness business is equal parts exciting and terrifying. As the boss, you get to decide the rules…but only within the walls of your fitness center. You must abide by legal and environmental standards and taxation, plus make dozens of other choices about legal entities, liability insurance , to rent or own the facility, lease or own equipment, and so much more! 

Your business must obviously make enough revenue to cover the bills, salaries, and to (hopefully!) turn a profit. But, if you think there’s only one best fitness business model, think again! The world of fitness centers is evolving, and a successful fitness business stays with trending patterns.

We’re here to explore the changing practices of business models so you can decide which fitness business model is best for your business. And with dozens of automated services, in-depth reports, and personalized software to fit your needs, the Exercise.com Fitness Business Management Software Platform supports the success of your business no matter which model you choose! Book a demo today to learn more!

What Is a Business Model?

When you’re passionate about fitness, it’s easy to get swept up in the dream of owning your own fitness center and skip creating a concrete business plan. But a lot goes into starting or owning your business!

It’s crucial to start at the very beginning: have a thorough understanding of businesses , do lots of research, and ask tough questions before embarking on an ownership journey, such as:

  • Who is your target market?
  • What sets your gym apart from others? 
  • What is your niche?
  • Where is the best location to engage your target clientele?
  • What is  the best business structure for a gym ?

Discussing these and other business structures and strategies are beyond the scope of this article, but must be taken seriously and understood thoroughly. For the purpose of this article, we will be looking at the different and trending ways to generate revenue as a fitness center or studio. This is often referred to as a business model and is an expanded part of your business plan . 

Successful Businesses Have This in Common

IHRSA reports that 81% of studios close or fail within their first year. They remark that in order to run a successful business, owners must be equally passionate about business management as well as fitness. 

This may seem like an intimidating statistic, but it simply means that business owners must understand why certain businesses fail to learn from those common gym owner mistakes and generate their own successful business. 

There are many reasons that fitness businesses fail, here are a few elements that successful businesses possess : 

The Business Is Rooted in an Abundant, Profitable Market

Although it’s a trendy idea to cater to a very specific niche, this doesn’t always work for a fitness center or studio. A too-narrow clientele base can box you in with a lack of demand and cut your dream short. Even though it’s important to define your target audience, there needs to be enough diversity that your business has a timeless appeal.

To avoid this pitfall, utilize in-depth research to help uncover the sweet spot between excelling in your niche and potentially eliminating a profitable sphere of your fitness audience. Additionally, research the best location and price point for your niche. If you’re not conveniently located or too expensive for your target audience, your business won’t survive, even with a golden idea.

The Business Has a Well-Defined Vision

Based on your research, determine your target audience , the specific services you wish to provide, and what sets your business apart. Determining a clear business identity will help make other decisions easier by simply asking: does this fulfill or support the vision of my business? In the end, this helps customers know your brand and aids in retention. 

The Business Has a Clear, Simple Fitness Business Model That Is Refined as the Business Grows

We will discuss business models in more detail below, but it’s crucial to have a clear business model that is flexible to the changing trends of fitness. Just as humans mature, adapt, and change over time, your business needs wiggle room to grow. A too-rigid business model will not only limit your growth but potentially deter customers as newer fitness centers and models come along. 

Optimize All Fitness Business Functions to Stay in Front of the Pack

Administration, accounting and finance, sales, marketing, services management, and the rest of your owner and managerial duties will fluctuate year-to-year. Don’t get comfortable with the way your business is run! Keep your nose in the research to find the upcoming ways to further engage current or potential customers. 

Choose Your Fitness Business Model

Put simply, a business model is how your fitness business makes money from fitness . But there are more factors than just how to earn cash. Your business model will determine:

  • How much investment you attract for startup costs
  • Manager and staff motivational strategies
  • The experience level of trainers and instructors you attract  
  • Marketing strategies
  • Revenue projections
  • Overall expenses 

As stated above, careful research and analysis are crucial to the success of your business! Research must be specific to your location and target audience. A business model might be intriguing but not feasible for your gym’s location, or a price point may be out of reach for your target audience. 

If your business isn’t as profitable as you hoped, change your business model! Experiment and try something new or try a combination of business models, but make sure to track and analyze your profit under different models to find which fits your needs best.

This flexibility can be intimidating for many business owners, but with Exercise.com’s comprehensive business platform, you can have the confidence to try new things! 

Exercise.com is a completely customizable business management software. Not only do we create and personalize a website and app that’s specific to your brand, but we also offer a host of management tools like marketing integration, memberships, and reports to track which classes and trainers are filling slots (and which aren’t).  

Because our platform is personalized to fit your business, it can work with any business model! And if you decide to try a different business model, we can modify the software to your needs so your business doesn’t skip a beat. 

These are just a few of the exciting ways in which Exercise.com’s platform can not only manage your fitness business but also help it grow! Keep reading to learn how our platform flawlessly integrates with business models, or book a demo today!

Types of Fitness Business Models

After you’ve written a solid business plan for a targeted audience, it’s time to find the best business model to achieve your goals!

Membership Model

Membership fees are the most traditional business model for fitness centers. Members pay a monthly or annual fee and have access to the fitness center and its equipment. Generally, trainer or instructor assistance and group classes require an additional fee for participation. 

The membership model is the most straightforward model and the easiest for customers and staff alike to understand, but it doesn’t have to be cut-and-dry. Many fitness centers allow perks, like bringing a non-member friend, the first month of membership for free, regular promotions, or payment plans. This model can be customized to your needs or given a twist to set you apart! 

Some advantages of the membership model include:

  • A consistent stream of revenue that is easily tracked.
  • Signing a contract promotes commitment.
  • The convenience of all-access membership and financial accountability may encourage customers to regularly check-in.
  • Avoids revenue fluctuations of a pay-per-service model. 

Among others, some common disadvantages to the membership model include:

  • Customers may avoid signing a contract if the investment feels too risky or binding.
  • Customers drop their membership quickly once they perceive their investment doesn’t match their commitment.
  • The staff must constantly push memberships, both to gain new members and to retain current members. 
  • Highly competitive with other fitness centers

Even though it’s an older model, the membership model remains the most common model because it’s a consistent, predictable form of revenue with little risk to the owner.

Pay-As-You-Play Model

This model is perhaps the least used out of fitness business models , but it could be an up-and-coming trend and appeal to the millennial generation who have an aversion to contractual commitments. 

Pay-as-you-play lowers the reluctance to a locked-in commitment by only charging customers for what they use, or per visit. Perhaps some members only want access to the gym floor, while others want group classes. Some members don’t want to pay for the spa or massage amenities.

Others who can only make it to the gym once or twice a month might prefer to pay for each check-in. There are nearly endless ways to customize pay-as-you-play! 

Some perks to the pay-as-you-play model are:

  • Potentially more customers since members don’t feel overwhelmed by a contractual commitment.
  • Owners can charge a premium for this model , which can lead to greater revenue. 
  • Members may feel a greater sense of satisfaction and freedom from not paying for what they don’t use.
  • Eliminates or reduces the pressure to sell memberships .

Some risks involved with the pay-as-you-play model include:

  • Revenue is less predictable, as revenue depends upon seasonal trends and the lifestyle patterns of the customer. 
  • Marketing the various pay-as-you-play packages can be time-consuming and confusing to customers.
  • Members might initially sign up for per-visit fees only to be deterred or less committed by per-visit charges, further lowering your revenue.

Pay-as-you-play might be a rocky start as you and your staff figure out what packages work best for your customers. But in the end, many customers are pleased with this model.

Integrated Model

The integrated model takes the best of the membership and pay-as-you-play models and combines them. Customers can choose between an all-access membership, a personalized membership, a per-visit fee, or an all-access membership with added customizable services.

This model requires greater managerial skills because it is challenging to promote and oversee multiple models at once. The staff must be able to clearly explain the various memberships offered to avoid customer confusion and frustration. However, when executed correctly, it can develop significantly profitable layers of revenue . 

The traditional memberships bring in predictable revenue while the pay-as-you-play premiums give a substantial revenue boost! With the integrated model, there’s more financial security between slow and busy seasons. There’s also less pressure to meet membership goals because you can temporarily rely on other modes of revenue.

The advantages and disadvantages of this model are similar to those for membership or pay-as-you-play models. The ambition of greater profit must be weighed with the risk of poorly executing the model. Considering this model will depend on the capabilities and experience of your staff.

ClassPass Model

This startup from New York has gained steam and has become a largely popular fitness business model. ClassPass is a hybrid of a search engine and reservation system. ClassPass users pay a monthly subscription fee so they can book any class offered by various gyms and studios in the ClassPass network.

ClassPass is helpful for customers to explore their gym options before committing to a contract. Being in the ClassPass network sets your business up for more customers by first getting more class bookings, and then winning them over with exceptional customer service so your gym makes the top of their gym list. 

Participating in ClassPass offers some unique advantages:

  • ClassPass does most of your class marketing for you, saving you the time and effort!
  • Instant exposure to thousands of users who might otherwise not find your facility.
  • ClassPass users are prompted to leave a review of your class, improving your ratings inside ClassPass (which leads to higher rankings, more bookings, and more members).

Though these sound exciting, they must be weighed with these uncertainties:

  • This shouldn’t be a primary or only source of revenue due to booking fluctuations 
  • ClassPass customers often try a variety of classes in different studios, so there’s no guarantee they will return to your gym
  • Classes are listed by the highest ratings; it may take a long time to boost your rating high enough to be seen among top competitors.
  • Bookings could be sporadic or non-existent if your location is competitive. 

Depending on your location and competition, ClassPass can offer great exposure to your business — and it just so happens that Exercise.com’s software integrates with ClassPass!

Read More: Best Gym Online Booking Software

Class Package or Pay-As-You-Go Model

The class package model is similar to the pay-as-you-play model, but with a slight twist. Customers can purchase a package of classes without a gym membership, such as 5 yoga classes for $80. This appeals to customers who want to try your gym with little commitment, are infrequent gym-goers, or might attend another gym but like one of your classes. 

Class packages are an excellent way to bring customers into your gym who might balk otherwise. As they explore your gym, meet the staff, and become incorporated into your positive gym culture , you can win them over so they’re inclined to become a long-term member. 

Class packages offer a nice addition to your revenue but are generally unpredictable . They are largely dependent upon the lifestyle of the customer. For this reason, class packages should only be a supplementary source of income.  Marketing class packages can also take extra time, effort, and expenses that might not pay off. However, the potential to win over customers is usually beneficial to a business. 

Dynamic Pricing Model

Every gym has a dead time of day where class bookings are sparse, and then a busy period where classes are busting at the seams. Both extremes can create customer dissatisfaction and discourage participation, further lowering revenue.

Dynamic pricing aims to regulate classes by incentivizing less popular classes with price cuts. For instance, offering $10 off a poorly-attended 1 PM dance class encourages participants of the popular 6 PM dance class to take a late lunch break and save some cash.

You earn extra money to warrant hiring an instructor and providing the class, and participants are pleased with having more space for their workout!

General gym access also experiences dull and busy periods. Most customers don’t have all day to spend at the gym; they have a certain block of time they allot to working out, and customers get frustrated if they can’t complete their whole workout due to equipment wait time.

This is especially problematic for smaller studios, as frustrated and discouraged customers might seek out a larger gym where they perceive wait time is less. 

While a bit more challenging to execute, the dynamic pricing model can also be applied to general gym access. Similar to airlines offering a premium or cheaper price depending on the demand for the flight time, you can charge a premium for gym use during busier hours and a discounted price during slower hours.

This spreads out when members attend, allowing there to be enough room and equipment for everyone (and it can add to your revenue!). 

Another way to leverage dynamic pricing is by layering your business models and by offering dynamically-priced classes through ClassPass or a class package. This takes organization skills and adds more marketing to your plate, but if done effectively, it can add revenue and boost your gym’s exposure!

Dynamic pricing can benefit your business by:

  • Encouraging participants and gym floor users to attend the gym at slower times, thus creating a better gym experience for everyone.
  • Boosting revenue.
  • Helping retain customers by having enough equipment and space for everyone.
  • It can be incorporated with ClassPass or class packages for added business exposure and revenue.

Dynamic pricing involves the following challenges:

  • It builds upon an existing business model (usually membership or pay-as-you-play) and shouldn’t be the primary source of income.
  • It can be challenging for staff to track the premium versus discounted prices.
  • It might confuse or frustrate customers who don’t understand the premium hours.
  • It might deter customers who can only come to the gym during peak business hours and don’t want to pay the premium price.
  • There’s no projection of how the premium versus discounted prices will alter the traffic patterns of your facility; the slow hours may become the new busy hours!

There are definite pros and cons to dynamic pricing, but as technology advances and other customer services offer dynamic pricing, this will be a popular business model in the future. It’s worth considering how you can incorporate dynamic pricing into your business model so that you can stay in front of the fitness business pack!

Exercise.com Supports Every Fitness Business Model

It’s great to have business model options to experiment and find what works best for your business! But the freedom to switch between business models depends largely on your business software. Many scheduling and booking systems will not support these business models. In fact, most of them are only effective with the standard membership model.

Is your management software limiting your business growth? Let’s take a look at how Exercise.com supports every fitness business model so your business can achieve its maximum potential !

Benefits of Exercise.com Software

Exercise.com highlights your brand by creating a completely customized website and app for your fitness business! Instead of customers downloading another brand’s booking or workout app, they download one custom-made for yours, which keeps your business front and center.

Our extensive scheduling and booking capabilities allow one or multiple models to run at once while avoiding scheduling confusion. Accept payments securely and easily through Stripe, either in-person, online, or via your app. 

Increase your business’s efficiency and effectiveness by tracking and analyzing your business from all angles, such as tax and payroll reports, e-commerce commission reports, trainer, class, and member insights, revenue analysis, transaction tracking, and more!

Boost your revenue by tracking expiring memberships to encourage renewal, increase member engagement with dozens of automated reminders and promotions , and advertise to new customers with unlimited marketing integrations! 

These are just a few ways in which Exercise.com not only manages but grows your business. And there’s so much more to our comprehensive software, like workout creation and delivery, a customized exercise library, endless e-commerce possibilities, health and fitness assessments, exclusive exercise groups, and more! 

Primary Income Sources

Research indicates that predictable revenue sources are membership, pay-as-you-play, and integrated models. These would be primary sources of income you can build your business on. 

Though the membership model is fairly easy to track, pay-as-you-play and the integrated model are more complicated because each customer has different privileges and payment plans. But Exercise.com’s system can effectively manage any of these models and take the brunt of managerial duties through automatic services and reminders. 

Exercise.com is especially beneficial for the integrated model, which takes extra managerial skills to effectively execute. Our software does many mundane tasks automatically and gives easy access to admin duties so you can focus on quality customer service and engagement. This helps build your revenue without added stress!

With our in-depth reporting features, you can examine and track revenue so you can monitor revenue fluctuations and make appropriate predictions for the future. And our endless marketing integrations make advertising to the millennial generation effortless and effective!

Secondary Income Sources

Less predictable sources of income include class packages, ClassPass, and dynamic pricing models. Although it’s unwise to make these the foundational revenue for your business, they are still profitable and worth incorporating if possible.

As technology advances, more and more fitness customers expect to have a personalized fitness experience. This can be a headache to track manually or simply not be possible with a standard booking software. But with Exercise.com, we offer personalization for your brand and for your customers ! Watch this video to learn why personalized customer experience should be a top business priority:

Not many management software can handle coordinating with an outside reservation service, but Exercise.com can! We integrate with ClassPass so your fitness center can be publicized in multiple marketing platforms. Class packages can be easily promoted and tracked. 

Exercise.com also supports your creativity in the dynamic pricing model. Since we customize to meet your business, we can specially design tracking and check-in services as part of the best gym check-in software solution to fit your managerial and customer needs!

What are the different fitness business models?

Primary sources of income include membership, pay-as-you-play, and integrated models. Secondary or supplementary sources of income include class packages (or pay-as-you-go), ClassPass, and dynamic pricing models.

What business model is right for your business?

Before choosing your pricing model, it’s crucial to set business goals and write a business plan and vision. As these are made concrete, the most effective business model often emerges. To further boost your revenue, consider layering several business models. 

What makes a fitness business successful?

The business must be rooted in an abundant market, have a well-defined vision and business plan, and optimize all business functions. It also has the best management software that has features to grow the business, like Exercise.com’s All-In-One Business Platform!

And there’s our comprehensive comparison of standard and trending fitness business models! Don’t forget to check out how Exercise.com can support and grow your business no matter what business model you choose! Book a demo today to learn more!

Jimmy Myers Relentless Sports Performance

Ready to see what the the best software for fitness business owners can do to take your fitness business to the next level?

References:

  • https://www.ihrsa.org/improve-your-club/why-most-startup-fitness-studios-fail/

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business model fitness center

business model fitness center

How to Choose the Right Gym Business Model

business model fitness center

The coronavirus pandemic has turned the fitness industry on its head. It’s more important than ever to critically think about the way your gym makes money. To succeed in the world of fitness, your gym’s business model needs to be relevant and meet the needs of your target audience. 

With the rise of digital and home fitness, you need to stand out from the competition and meet consumer demand. Now is the time to future-proof your business. Over the last year, many fitness brands have pivoted the core way they operate and deliver services. As the fitness industry evolves, you need to stay on top and remain the go-to option in your niche. In this article, we talk about the effects of the coronavirus and seven successful gym business models to think about. 

  • What is a Gym Business Model?
  • The Effects of the Coronavirus on the Fitness Industry
  • Which is the Right Gym Business Model for Your Fitness Business?
  • 7 Successful Gym Business Model Types

What is a Gym Business Model? 

When it comes to gym business models, there isn’t a one-size-fits-all approach. There are multiple ways you can structure your business to make money. At its core, your business model describes how you generate revenue. Simply put the business model will explain the price of the product you’re selling, the type of customer you are selling too, the value of what you sell and the cost that goes into what you are selling. 

While owning a business requires enthusiasm and passion, you also need to be a clear, strategic thinker. Your business needs to make money. It’s a simple fact. You have bills and salaries to pay. You need to make enough revenue to pay all of these and ideally make a profit. And the reality is that trends change and consumer tastes change – a profitable fitness business owner is hyper aware of any changes happening in the industry and can adapt their business model quickly. 

The Effects of the Coronavirus on the Fitness Industry 

The Covid-19 crisis has changed every part of our lives. It’s the biggest disruption the fitness industry has seen. With gym closures, financial uncertainty, job losses, and stay-at-home orders, the industry is seeing a major shift. As more people invest in home fitness equipment and, with the rise of digital fitness, exercise behavior has pivoted. Home fitness is being welcomed with open arms as a convenient and effective way to work out. 

Before the pandemic, the online fitness market was estimated at $6 billion. It’s now predicted to grow at 33.1% CAGR to $59 billion by 2027 . It’s difficult to say what the permanent effects of the pandemic will be. As restrictions ease throughout the world and the vaccine uptake continues, it doesn’t look like virtual fitness will be ending anytime soon. With more people isolating and staying at home, mental health services demand continues to increase. The online fitness explosions coupled with the need to maintain mental and physical health at home have transformed the industry. 

Industry experts believe the shift to online training will be permanent. The pandemic has accelerated the adoption of hybrid business models with both in-person and digital elements. While some brands have shifted to a hybrid business model, others have gone fully digital. Many brands offered on-demand and live streaming fitness classes to survive during lockdown and generate revenue. But now, digital fitness is a part of a thriving and successful fitness business that meets consumer demand.

The Fitness Founders Podcast explores this topic further with Adam Zeitsiff, the President and CEO of Intelivideo. Adam talks about how fitness operators can deliver a winning hybrid experience and transform their business into a hybrid model. 

Which is the Right Gym Business Model for Your Fitness Business? 

Thorough and in-depth research will help you to identify the right business model for your fitness business. To excel in your niche and find a profitable part of the fitness market where your offering is in demand, research is essential. Based on your research, you can determine your target market, the services you offer, and figure out the best way to generate revenue. 

Be Adaptable 

It’s important that you have a clear and simple business model that works for your gym. But that’s not to say it’s set in stone. The right business model evolves with your business. As you find out more information about your audience and trends rise in the industry, you can refine your model and adapt. As new fitness centers and business models come to the surface, being adaptable is key to thriving in a fiercely competitive industry. 

Be Scalable 

Try not to get too comfortable with how you run your business. Stay on top of the latest fitness trends to find a gap in the market where you can engage more with members and reach a larger potential target market. Your business model should grow with you. If you find that you hit a certain level of success and your business model is too rigid to catapult you further, that’s a problem. 

Be Ahead of the Competition 

The fitness industry is highly competitive. Your business model should support your overall goals and drive value. Your business model can offer a new level of flexibility for your customers. Successful businesses in the fitness industry have a competitive edge that distinguishes them from other companies.  

Fitness business consultant and the host of The Business of Fitness Podcast, Vanessa Severiano, has an interesting viewpoint on why mission-driven companies will win long-term . In the Fitness Founders Podcast episode, Vanessa talks about changing consumer expectations and where you need to focus your sales and marketing efforts. 

7 Successful Gym Business Model Types 

Traditionally, the fitness industry followed a membership or subscription model. Members commit to a certain time period in return for access to your services. Over time, gym business models have evolved and now you have different types of models that you can integrate into your business. What’s great is that you don’t have to solely stick with one business model. It’s about finding a balance that both increases revenue and works for your client base. Here are seven successful gym business models to consider. 

The Customer Engagement Playbook for Your Fitness Business

1. membership-based.

When you think about a gym or fitness studio, you probably think about a membership business model. No doubt, it continues to be one of the most popular ways to make money as a gym. For your members, it provides a fixed price, usually monthly, to access your facilities or services. The idea is that when a member makes a financial investment, they are more likely to engage with your studio and go to the gym. 

The major benefit of this business model is that the operator gets a predictable and consistent income. It reduces the risk of widely fluctuating cash flow and gives you the opportunity to make more realistic financial plans. The downside is that sometimes members feel trapped in a contract and they can end up paying for something they don’t use that frequently. There is also pressure to sell gym memberships constantly and keeping members engaged even when they don’t visit your facilities. 

2. Hybrid Fitness Business 

The coronavirus pandemic has accelerated the number of businesses adopting a hybrid business model. With a hybrid business, you operate both digital and in-person arms of the business. For example, you have a gym location as well as a digital streaming platform and an on-demand library of workouts. This works well because of a couple of reasons. Firstly, digital fitness compliments your in-person services. Secondly, you can target digital-only members. All of a sudden your potential target audience isn’t location-dependent and you have a much larger reach. 

A hybrid fitness business model works for a range of fitness businesses from personal trainers to gym business owners and Pilates studios. When your existing members don’t want to work out solely online or in-person, this hybrid approach offers a new level of flexibility members didn’t know they needed. But now, this level of convenience is an expectation. This podcast on the fitness industry explains it perfectly stating that you need to learn how to go hybrid or get left behind . 

3. Franchise Business 

Franchising is a way of growing a business without investing your own money into more locations and services. As a franchisor, you sell your franchise licenses to franchisees. This gives them the right to operate the business with your branding and name. There are a ton of fitness franchise opportunities like Orangetheory Fitness and F45 Training. It gives you the opportunity to start a business that already has a tried and tested business model. 

You can combine a hybrid business model with a franchising model to future-proof your business and leverage the demand for online fitness. Again, being adaptable and scalable is key to a great business model. The same applies to fitness franchises. 

4. Digital Subscription 

Many gym members have turned to home fitness to stay fit and healthy during the coronavirus pandemic. There is a clear shift towards virtual fitness and online services. Some brands have taken the decision to go fully digital, at least for now. You even have new brands emerging as digital-only fitness studios. In comparison to a brick-and-mortar health club, the cost of setting up a virtual fitness club is considerably less. 

With a digital subscription business model, you don’t have to worry about social distancing or capacity limits. You have a potentially global reach with no need for instructors to be in any one physical location. When members can eventually travel, they don’t have to pause a membership, they just take you with them. A digital-first approach to fitness is clearly increasing in popularity. However there will always be people who love in-class and gym experiences. But, for some a digital fitness monthly subscription is enough, especially for the home fitness crowd. 

5. Group Fitness Business

Group fitness remains as popular as ever. As group fitness classes can resume to their former glory and restrictions continue to ease, members can gather together once more. There is something about group fitness that fires up members. They feel a sense of community and have an increased motivation to come to class. Many successful fitness brands use a group training business model where members pay for a series of group classes. 

When it comes to gym business models, you don’t have to settle with one. It’s about creating a revenue model that works for your gym and members. Maybe a combination of memberships of group fitness packages alongside your digital fitness platform offers the type of flexibility and convenience your members crave. 

6. Pay as You Go 

With a pay-as-you-go business model, clients pay for your services as and when they need them. This can work for using gym equipment or attending classes as well as streaming live fitness classes. The drawback of this type of model is that you can’t always predict your cash flow. 

However, you appeal to an audience that wants a boutique fitness experience across multiple facilities. Nowadays, it’s normal to attend a range of classes and gyms and not be tied into one membership. You pay per class, both in-person and for streams. Or you can buy a set of classes or packages. This model works well for this type of business and continues to be a good option for members.  

7. Tiered Membership Models  

A tiered membership business model offers members access to different tiers for varying prices. For example, the bottom tier may give you access to your facilities, while your top tier includes your facilities, all classes, and access to a monthly personal training session. It takes into account that you have different member personas. It helps to segment members and provide a solution that suits them. 

The main selling point with this business model is about giving members choice. Sometimes it feels like there isn’t any flexibility with certain memberships. Customers have one option and it doesn’t always suit them. By increasing your choice and creating a system based on the needs and demands of your members, you can look to develop a tiered membership business model with much more flexibility. 

In Summary 

The best gym business model may combine a few different elements. But the one thing that remains the same is that it meets the needs of your target audience. Members are looking for flexibility, convenience, and a great customer experience. By choosing the right business model for your business, you can continue to expand and drive value to your members.  

Cover-The-Customer-Engagement-Playbook-For-Your-Fitness-Business-1

Eamonn Curley

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19 Most profitable gym business models

The business model of a gym determines its sustainability, profitability, and outreach. A business model refers to the strategy and methodology by which a business plans to generate revenue, maintain operations, and achieve growth.

Various regulatory bodies, such as the International Health, Racquet & Sportsclub Association (IHRSA), provide guidelines and standards to ensure the effectiveness and safety of gym operations. These standards often intersect with the chosen business model, impacting service type and quality.

A gym's choice of business model holds significant importance as it governs its interaction with customers, the quality of services provided, and its positioning in the increasingly competitive fitness market. 

Different models have advantages and challenges – while some focus on high-end, personalized experiences, others may cater to the masses with affordable pricing.

There's a common misconception that more extensive, spacious gyms with many amenities are always more profitable. However, profitability is more intricately tied to aligning a gym's business model with its target audience and market dynamics.

19 Most Profitable Gym Business Models

Membership-based gyms.

Membership-based gyms operate on a subscription model where customers pay a recurring fee, usually monthly or annually, for access to the gym facilities and services. This model provides an all-inclusive environment where patrons can access various equipment, amenities, and sometimes basic group fitness classes.

Pros of membership-based gyms :

  • Steady Revenue Stream: Regular membership fees provide predictable and consistent revenue, which aids in budgeting and financial planning.
  • Economies of Scale: Serving many members allows for bulk equipment purchasing, potentially lowering per-member costs.
  • Customer Retention: With contractual obligations, members are more likely to continue their subscriptions for their contract, leading to more consistent customer retention rates.
  • Cross-selling Opportunities: Membership-based models often provide opportunities to upsell other services like personal training or premium classes.

Cons of membership-based gyms:

  • High Competition: This is one of the most common business models for gyms, leading to intense competition in many markets.
  • Churn Rate: Despite contractual obligations, these gyms can still face high member turnover, especially after the new year's influx.
  • Maintenance Costs: Large facilities with numerous equipment pieces require regular maintenance, leading to consistent overhead.
  • Generalized Services: The broad approach might not cater to specific fitness niches, potentially leaving some members unsatisfied.

Pricing of membership-based gyms:

The pricing for membership-based gyms varies based on location, amenities offered, and brand reputation. In metropolitan areas, basic gyms can range from $10 to $50 per month, while premium gyms can charge $100 or more. In suburban or less dense areas, prices might be marginally lower.

Boutique studios

Boutique studios are specialized fitness centers that offer targeted workout experiences, often in a smaller, more intimate setting than traditional gyms. These studios typically focus on specific fitness disciplines such as spinning, HIIT, barre, or boxing.

Pros of Boutique Studios :

  • Targeted Offerings: Specialization allows studios to cater to niche markets and attract dedicated clientele.
  • Community Building: The intimate setting often fosters a stronger sense of community, promoting loyalty and regular attendance.
  • Higher Per-Session Revenue: Given their specialized offerings, boutique studios often command a higher price per session than general membership gyms.
  • Trend-driven Growth: If the chosen discipline becomes a fitness trend, boutique studios can experience rapid growth in clientele.

Cons of Boutique Studios :

  • Market Volatility: Relying on trends can be risky. If the chosen discipline wanes in popularity, the studio could face challenges.
  • Higher Operational Costs Per Client: The niche, specialized equipment, and trainers can drive up costs.
  • Limited Scalability: Specialized offerings limit the potential to scale up or diversify the client base.
  • Competition: As soon as a particular discipline gains traction, the market can become saturated quickly.

Pricing of Boutique Studios :

Boutique studios typically operate on a per-class pricing or package model. Prices can range from $20 to $40 per session, depending on the discipline, location, and studio reputation. Many studios also offer monthly memberships or class packs, which can reduce the per-class rate for committed clients.

  • Franchise gyms

business model fitness center

From a business perspective, franchise gyms operate under a model where a successful gym chain's brand, operational blueprint, and marketing strategies, are licensed to individual business owners. These owners operate their local gym establishments under the banner and guidelines of the franchisor, contributing a fraction of their revenue in exchange for the brand's reputation, support, and resources.

Pros of franchise gyms :

  • Established Branding: Franchisees benefit from brand recognition, which can attract members more efficiently than starting a gym brand from scratch.
  • Operational Support: Franchisors provide a proven business model, operational guidelines, and sometimes training, reducing the trial and error for new gym owners.
  • Marketing Assistance: Larger franchises often run national marketing campaigns and provide materials and strategies for local marketing efforts.
  • Negotiating Power: Bulk purchasing for multiple franchise locations can result in discounts on equipment and amenities.

Cons of franchise gym :

  • Franchise Fees: Franchisees are required to pay initial and ongoing fees, which can be substantial.
  • Less Autonomy: Owners need more flexibility regarding gym design, offerings, and promotions, as they must adhere to the franchisor's guidelines.
  • Revenue Sharing: A portion of the revenue or profits is typically shared with the franchisor.
  • Contractual Obligations: Franchise agreements can be restrictive, binding franchisees for several years.

Franchise fees can vary widely based on the reputation and demand for the gym brand. Initial fees can range from $20,000 to over $100,000. On top of this, ongoing royalties usually range from 4% to 10% of monthly gross revenue. There may be monthly marketing or advertising fees.

Fitness App

Fitness apps are digital platforms that provide workout guidance, progress tracking, nutritional advice, and sometimes even virtual coaching. These apps cater to individuals seeking convenience and personalized fitness routines, either as a supplement to gym workouts or as standalone fitness solutions.

  • Scalability: Once developed, apps can be distributed to unlimited users without significant incremental costs.
  • Global Reach: Apps are not geographically limited, allowing access to international markets.
  • Recurring Revenue Streams: Subscription-based apps can generate consistent monthly or annual income.
  • Data Collection: Business owners can gather user data to improve offerings and effectively target marketing.
  • Development Costs: Initial app development can be high, especially for sophisticated platforms.
  • Market Saturation: The fitness app market is crowded, challenging differentiation.
  • User Retention: Keeping users engaged and preventing them from switching to competing apps can be challenging.
  • Regular Updates: With evolving user needs and technological advancements, regular app updates are necessary, incurring ongoing costs.

Pricing : Many fitness apps operate on a freemium model, offering basic features for free and premium features for a subscription fee. Monthly subscriptions can range from $5 to $30, depending on the app's features, reputation, and target market. Some offer in-app purchases for specialized workouts, equipment, or nutritional plans.

Group Training

Group training refers to a fitness business model where sessions are designed for groups of individuals, typically under the guidance of a single instructor. This model combines the motivation of a group dynamic with structured instruction, making it a popular choice for those who enjoy community-based fitness.

  • Higher Revenue Per Session: Trainers can serve multiple clients simultaneously instead of one-on-one sessions, maximizing revenue during their time slots.
  • Community Building: Group sessions often foster camaraderie and motivation among participants, leading to higher retention.
  • Variety & Engagement: Group sessions can be designed around themes or various fitness challenges, keeping participants engaged and reducing monotony.
  • Efficient Space Utilization: Space can be used to serve multiple clients simultaneously, especially during peak hours.
  • Less Personal Attention: Due to the group setting, participants might receive a different level of personalized guidance than in one-on-one sessions.
  • Scheduling Challenges: Coordinating schedules to fit group demands can sometimes be tricky, especially in densely populated areas.
  • Variable Skill Levels: Catering to diverse fitness levels within a single group can be challenging for instructors.
  • Higher Churn: While the group dynamic can motivate some, others might drop out if they feel they need more attention or are out of place.

Pricing : Group training sessions are generally priced lower than personal training sessions due to their shared nature. Prices can range from $10 to $50 per session, depending on the location, gym reputation, type of workout, and group size. Packages or monthly group session membership can offer discounted rates for committed individuals.

Personal Training Services

Personal Training Services offer specialized, one-on-one fitness instruction tailored to clients' needs. This model focuses on providing undivided attention, custom workout plans, and direct accountability, catering to those seeking a more personalized fitness journey.

  • Premium Pricing: Given the personalized nature of the service, personal trainers can charge premium rates.
  • Strong Client Relationships: One-on-one sessions foster stronger personal connections, potentially leading to long-term client retention.
  • Customization: Personal trainers can adjust workouts and nutrition plans for each client's goals and health considerations.
  • Flexible Scheduling: Unlike group sessions, timings can be adjusted based on mutual convenience.
  • Limited Scalability: The one-on-one nature restricts the number of clients a trainer can handle daily.
  • Dependency: The business heavily relies on the personal reputation and skill of the trainer; any setback can affect client retention.
  • Higher Operational Costs: Operational costs can be higher than group training or membership-based models on a per-client basis.
  • Churn Risk: Losing even a few clients can significantly impact revenues due to the model's dependence on individual relationships.

Pricing : Personal training sessions are typically priced higher than group sessions because of the individualized attention. Rates can range from $30 to $100 per hour, based on the trainer's experience, location, and the scope of services provided. Some trainers offer package deals for multiple sessions, providing a slight discount for long-term commitments.

Online Fitness Coaching

Online Fitness Coaching is a business model where fitness professionals offer guidance, workout plans, and support to clients remotely, typically through digital platforms. This model prioritizes flexibility, allowing clients to receive expert advice without being bound by location or gym hours.

  • Scalability: With digital tools, coaches can serve a broader client base than traditional in-person methods, even simultaneously through pre-designed programs.
  • Flexibility: Clients can access their workout plans and communicate with their coaches anytime.
  • Lower Overhead: Without the need for physical space or equipment, operational costs are typically reduced.
  • Global Reach: Coaches can cater to clients from all over the world, expanding their potential market.
  • Less Personal Connection: The digital nature might limit the personal touch and rapport that in-person interactions offer.
  • Accountability Challenges: Monitoring client progress and ensuring routine adherence can be more challenging remotely.
  • Tech Dependencies: The business relies on digital platforms, internet connectivity, and occasionally third-party software.
  • Market Saturation: The online space is crowded, requiring significant marketing efforts to stand out.

Pricing : Online coaching can operate on monthly subscription models, one-time program purchases, or package deals. Prices can range from $50 to $500 per month, depending on the coach's reputation, the complexity of the programs, and the level of personal interaction involved. Some also offer tiered pricing, with more expensive tiers providing more personalized support or additional resources.

Yoga and Pilates Studios

Yoga and Pilates studios are specialized fitness establishments that primarily offer classes in yoga, Pilates, or a combination of both. These studios emphasize mind-body wellness, flexibility, balance, and core strength. From a business perspective, these studios cater to individuals seeking mental relaxation and physical fitness in a dedicated environment.

  • Targeted Audience: These studios attract a dedicated clientele passionate about yoga and Pilates by offering specialized classes.
  • Higher Per-Session Revenue: Due to their specialized nature, such studios often command a higher price per session or class than general gyms.
  • Recurring Memberships: Many enthusiasts prefer to commit to monthly or annual memberships, ensuring consistent revenue.
  • Ancillary Revenue Streams: Beyond classes, studios can sell related products like mats, apparel, and wellness products.
  • Niche Market: The specialized focus might limit the market size and potential clientele.
  • Competition: Many studios have emerged with the growing popularity of yoga and Pilates, leading to potential market saturation.
  • Space Requirements: Both yoga and pilates need ample space for proper practice, which can increase rental overheads.
  • Trainer Dependency: The studio's reputation often hinges on individual instructors' skills and popularity.

Pricing : Yoga and Pilates studios typically charge per class, ranging from $15 to $40, depending on the location, studio reputation, and class type. Many studios also offer package deals or monthly memberships, ranging from $50 to $200 or more, providing unlimited or a set number of classes.

Nutrition Coaching

Nutrition Coaching centers on providing clients with guidance on dietary habits, meal planning, and overall nutrition to complement their fitness goals or address specific health concerns. These coaches, typically certified nutritionists or dietitians, help individuals understand the impact of food choices on their well-being and performance.

  • Specialized Knowledge: Nutrition coaches bring a depth of expertise that general fitness trainers need to possess, addressing a critical aspect of health.
  • Holistic Approach: By combining fitness with proper nutrition, clients often see better results, leading to higher satisfaction and retention.
  • Diverse Client Base: Coaches can serve various clients, from athletes to individuals with medical dietary needs.
  • Recurring Revenue: Clients often engage in multiple sessions, ensuring regular income.
  • Certification Requirements: Proper certification and ongoing education might be necessary to offer legitimate services.
  • Dependent on Individual Results: Success in nutrition coaching hinges on clients following the recommended guidelines; non-compliance can affect the coach's reputation.
  • Intensive Personalization: Unlike general fitness programs, nutritional advice often requires deep personalization, increasing the time spent per client.
  • Regulatory Concerns: Depending on the region, there may be regulations and guidelines around what advice can be provided without a medical background.

Pricing : Prices for nutrition coaching can vary based on the coach's qualifications, the complexity of the client's needs, and the region. Individual sessions range from $50 to $200. Coaches often offer packages, such as a month-long or a 12-session package, which might provide a slight discount on the per-session rate.

Semi-Private Training

Semi-private training blends elements of personal training with group fitness. In this model, a fitness professional trains a small group of individuals (typically 2-4) at once. It allows participants to receive more personalized attention than larger group classes while enjoying community and shared goals with fellow trainees.

  • Increased Revenue Per Hour: Trainers can cater to multiple clients simultaneously, making it more lucrative than one-on-one sessions.
  • Shared Costs: The cost per Individual is typically lower than personal training, making it an attractive option for clients.
  • Group Motivation: The small group dynamic fosters camaraderie, accountability, and healthy participant competition.
  • Flexible Scheduling: Trainers can offer different slots catering to various small groups, maximizing their availability.
  • Balancing Individual Needs: Addressing each individual's goals and needs within the group can be challenging.
  • Limited Group Size: There's an optimal limit to how many individuals can be accommodated without compromising the quality of training.
  • Varied Skill Levels: The group might consist of individuals at different fitness levels, which can pose challenges in program design.
  • Dependency on Group Consistency: If one participant frequently misses sessions, it can disrupt the group's progress and dynamics.

Pricing : Being a mid-point between personal training and group classes, semi-private training sessions are generally priced between the two. Rates can vary but typically fall in the range of $25 to $75 per person per session. Many trainers also offer package deals for a series of sessions, which might provide a discount compared to individual session rates.

 Hybrid gyms

Hybrid gyms combine elements of traditional gyms with specialized studios or additional services. This model aims to provide a more comprehensive fitness experience by offering a mix of standard gym equipment, specialized classes, and sometimes even wellness services like massage or nutrition coaching, all under one roof.

  • Diverse Offerings: By offering a mix of services, hybrid gyms can appeal to a broader clientele with varied fitness interests and needs.
  • Increased Revenue Streams: Multiple services mean multiple avenues of revenue, from membership fees to class bookings and wellness services.
  • Retention and Upselling: With comprehensive offerings, members have less reason to seek services elsewhere, and there's potential to upsell services to existing members.
  • Competitive Edge: Offering a unique blend of services can differentiate a hybrid gym from traditional gyms and specialized studios.
  • Operational Complexity: Managing varied services requires diverse expertise, from equipment maintenance to hiring specialized trainers and managing class schedules.
  • Higher Overheads: The broad range of offerings might mean more extensive facilities and more staff, leading to increased operational costs.
  • Balancing Quality: Ensuring top-notch quality across all services can be challenging.
  • Marketing Challenges: Conveying the gym's diverse offerings and value proposition to potential customers can require more nuanced marketing strategies.

Pricing : Hybrid gyms often have tiered membership models. A basic membership granting access to traditional gym facilities may range from $30 to $100 per month, depending on location and amenities. Additional services, like specialized classes or wellness offerings, might come at an added fee or be available in premium membership tiers, ranging from $100 to $300 or more monthly.

Fixed-Term Challenges

Fixed-term challenges are structured fitness programs that run for a predefined period, often ranging from a few weeks to a couple of months. These challenges typically have specific goals, such as weight loss, strength building, or a fitness milestone. Participants usually pay an entry fee and receive a structured regimen, support, and, often, communal motivation.

  • Motivation Boost: The set timeframe and specific goal can act as strong motivators for participants.
  • Revenue Spikes: Due to the event-like nature, these challenges can provide gyms with substantial short-term revenue boosts.
  • Community Building: Group challenges foster camaraderie among participants, enhancing their overall gym experience and potentially increasing retention.
  • Marketing Opportunities: Successful challenges can be marketed as testimonials, attracting new members.
  • High Initial Effort: Planning and marketing these challenges can require substantial upfront effort.
  • Quality Assurance: With potentially large numbers of participants, maintaining a consistent quality of service can be challenging.
  • Short-term Engagement: While these challenges might attract much interest, it's essential to have strategies to retain participants post-challenge.
  • Outcome Dependency: The gym's reputation can be affected if participants don't achieve their goals.

Pricing : The cost for participants can vary significantly based on the challenge's duration, the resources provided, and the gym's reputation. Prices range from $50 for shorter challenges to $500 or more for longer, more intensive programs with added resources (like meal plans, personal training sessions, etc.).

Pay-as-you-go

The pay-as-you-go model allows gym-goers to pay for only the services or classes they attend rather than committing to a monthly or yearly membership. This offers flexibility for those needing to use the gym more consistently but who still want access when it suits them.

  • Flexibility for Clients: This model is perfect for those with unpredictable schedules or who travel frequently.
  • Attracting Casual Goers: It can draw in individuals who are hesitant about committing to a full membership.
  • Potential for Higher Margins: On a per-use basis, pay-as-you-go rates are higher than what a regular member might effectively pay per visit under a monthly subscription.
  • Cash Flow Predictability: Payments are immediate, providing businesses with a clear understanding of revenue from these clients.
  • Inconsistent Revenue: Predicting monthly earnings is challenging since it relies on fluctuating client attendance.
  • Less Engagement: Casual attendees need to be more engaged with the gym community, leading to lower retention rates for other services.
  • Operational Challenges: Managing attendance and payments can require more administrative effort than handling regular members.
  • Space and Resource Allocation: Predicting resource requirements, like trainers or equipment, can be challenging due to variable attendance.

Pricing : Given its flexibility, pay-as-you-go services typically carry a premium. While the price can vary based on the gym's location, amenities, and reputation, individual sessions range from $10 to $30 or even higher for specialized classes or premium facilities.

Corporate wellness programs

Corporate Wellness Programs involve partnerships between gyms and businesses to provide health and fitness services to employees. These programs can range from offering discounted memberships to employees to setting up in-office gyms or organizing regular fitness events for companies.

  • Steady Revenue Stream: Contracts with corporations can offer a more stable and predictable revenue than individual memberships.
  • Bulk Memberships: Securing a deal can bring in many members at once.
  • Brand Exposure: Partnering with businesses can elevate a gym's brand, especially if the business is well-known.
  • Reduced Marketing Costs: Direct partnerships often require less marketing effort than attracting individual members.
  • Dependency: Heavy reliance on a few corporate contracts can be risky if an agreement is not renewed.
  • Negotiation Challenges: Corporate deals may involve prolonged negotiation periods, impacting the speed of revenue generation.
  • Customization Demands: Corporations may require tailored programs, necessitating additional planning and resources.
  • Variable Engagement: Even if a company pays for memberships, there's no guarantee that employees will use them regularly.

Pricing : Pricing is often negotiated based on the services provided and the number of employees involved. Many gyms offer tiered pricing based on the number of participating employees. For example, a base package might range from $50 to $100 per employee per year for primary access, with premium packages, including specialized classes or on-site services, going for higher rates.

Sports Performance Training

Sports Performance Training is a specialized form of training to enhance athletes' performance in their sport. This model integrates sport-specific training exercises and routines to improve skills, strength, flexibility, endurance, and other attributes essential for particular sports.

  • Niche Audience: Catering to dedicated athletes can lead to higher commitment and longer-term contracts.
  • Premium Pricing: Specialized training can command higher rates than standard fitness classes or personal training sessions.
  • Brand Reputation: Successfully training athletes, especially those in high-profile sports, can significantly elevate a gym or trainer's brand.
  • Diverse Revenue Streams: There are opportunities to branch out into areas like injury rehabilitation, sports nutrition coaching, and off-season training camps.
  • Requires Specialized Trainers: Delivering practical sports performance training requires trainers with specialized skills and possibly certifications.
  • Seasonal Fluctuations: Demand can be seasonal, peaking during pre-season training and dropping off during the sport's active season.
  • Intensive Resources: High-level training often requires advanced equipment and facilities, leading to higher overheads.
  • Outcome Dependency: If athletes don't see the desired improvement, it can impact the gym or trainer's reputation.

Pricing : Due to the specialized nature, sports performance training typically comes at a premium. Depending on the sport, the trainer's expertise, and the region, session prices can range from $50 to $200 or more. Package deals, ongoing training contracts, or offseason camps might command higher prices of $500 to $5,000 or beyond.

Camps, Retreats, Certifications

This business model involves organizing specialized fitness camps or retreats, often in unique or exotic locations, for an immersive fitness experience. Certifications are training programs directed towards aspiring fitness professionals, teaching them the necessary skills to train others.

  • Unique Offering: Fitness camps and retreats provide an experience, not just a service, often making them more memorable and appealing.
  • Higher Ticket Price: Camps and retreats can command a higher price than traditional gym memberships due to their immersive nature.
  • Networking and Community: These events often foster a strong sense of community, leading to future referrals and sustained engagement.
  • Establish Expertise: Offering certifications helps position the gym or trainer as an authority in the fitness domain.
  • Logistical Challenges: Organizing retreats, especially in distant locations, comes with logistical and operational challenges.
  • Higher Risk: Large upfront costs and the reliance on a certain number of attendees to break even can pose a financial risk.
  • Seasonality: Demand for retreats might be seasonal, depending on the location and the type of fitness activity.
  • Maintaining Quality: Ensuring a consistent, high-quality experience across different locations or trainers can be challenging.

Pricing : Given their unique nature, fitness camps and retreats can vary significantly in price. A weekend retreat ranges from $300 to $1,000, while week-long experiences in exotic locations range from $1,000 to $5,000. Certification programs might be priced anywhere from $500 to $3,000, depending on their depth and recognition.

Information Products

Information products in the fitness industry refer to knowledge-based digital or physical goods such as e-books, online courses, DVDs, or guides. These products provide valuable information on fitness routines, nutrition, exercise techniques, or any other relevant topic and are often used for self-paced learning.

  • Scalability: Once developed, information products can be sold to unlimited customers without additional costs.
  • Passive Income: These products can generate revenue without active involvement after the initial creation effort.
  • Wide Reach: Digital products can be sold globally, expanding the potential audience.
  • Brand Building: High-quality information products position the creator as an expert in the fitness industry.
  • Intense Competition: The digital space is crowded, and standing out can be challenging.
  • Upfront Time Investment: Creating a high-quality product requires significant time and sometimes financial resources.
  • Constant Updates: Fitness trends and scientific findings evolve; products may need regular updates to remain relevant.
  • Piracy Concerns: Digital products can be susceptible to unauthorized distribution.

Pricing : The price of information products varies based on the content's depth, complexity, and brand reputation. An e-book is priced between $10 and $50, while comprehensive online courses range from $100 to $1,000.

Nutritional Supplements

Nutritional supplements encompass a range of products designed to provide nutrients that may need to be consumed sufficiently through diet. Gyms and fitness centers could include protein powders, vitamins, amino acids, and supplements.

  • Recurring Revenue: Many gym-goers and fitness enthusiasts regularly consume supplements, leading to repeat sales.
  • High Margins: Branded supplements, primarily if proprietary, can command significant mark-ups.
  • Complementary Sales: Supplements complement gym memberships and personal training services, allowing for bundled offers.
  • Positioning as a One-Stop Shop: Offering supplements in addition to training can position a gym or fitness center as a holistic solution for fitness needs.
  • Regulatory Challenges: Depending on the region, the sale and marketing of supplements can be heavily regulated.
  • Competition: The supplement market is saturated with numerous brands and varieties.
  • Inventory Management: Physical products require storage, expiration dates, and logistical challenges.
  • Dependence on Suppliers: Relying on third-party manufacturers can introduce supply chain risks.

Pricing : Pricing for supplements depends on factors like brand reputation, ingredient quality, formulation, and packaging. For instance, a standard protein powder might range from $20 to $60 for a month's supply, while specialized or organic supplements can command higher prices.

Manufacturing

In the context of the fitness industry, manufacturing refers to the production of fitness equipment, machinery, wearables, and even sportswear. This can range from weights, resistance bands, and treadmills to high-tech wearable devices that monitor various fitness metrics.

  • Broad Market: The demand for fitness equipment is vast, catering to gyms and fitness centers and individuals looking for home workout solutions.
  • Brand Expansion: For existing gym brands, moving into manufacturing can be a way to expand their brand into new segments.
  • Control Over Quality: Owning the manufacturing process ensures control over the quality and specifications of the products.
  • Higher Profit Margins: Direct sales of manufactured products often yield better margins than reselling third-party equipment.
  • High Initial Investment: Setting up a manufacturing unit requires substantial capital for machinery, labor, and logistics.
  • Supply Chain Complexity: Managing the production line, sourcing raw materials, and handling distribution can be intricate.
  • Regulatory Challenges: Adhering to safety standards and regulations is essential depending on the region and the type of equipment.
  • Fierce Competition: The fitness manufacturing space is competitive, with several established players and evolving consumer demands.

Pricing : Pricing for manufactured fitness products is influenced by production costs, brand positioning, product quality, and competitive landscape. For instance, a standard treadmill might be priced anywhere from $500 to $3000, depending on its features, brand, and durability. On the other hand, wearables could range from $50 for basic fitness trackers to $500 or more for advanced smart training devices.

Frequently Asked Questions About Gym Business Models

Not sure if TeamUp is right for you? Here are some common questions we’ve heard from gym businesses like yours.

What are the key components of a successful gym business model?

A successful gym business model involves clear differentiation, well-defined membership options, value-added services, experienced staff, and effective marketing strategies.

How can gym owners choose a suitable business model for their gym?

Gym owners should consider the target audience, location, competition, and trends, to select a suitable membership structure and pricing model.

What are some key factors to consider when creating a gym business model?

Consider member needs, pricing strategy, facility layout, equipment quality, staff training, marketing plan, and member retention strategies.

How can gym owners make their business model more profitable?

Increasing value-added services, optimizing pricing tiers, fostering member engagement, and exploring partnerships can enhance profitability.

What are some examples of successful gym business models?

The most successful gym models are listed below:

  • Boutique fitness studios.
  • Subscription-based gyms.
  • Hybrid models combining physical and virtual offerings.
  • Health-focused wellness centers.

How has the gym business model evolved?

The gym industry has shifted towards personalized experiences, technology integration, virtual fitness options, and holistic wellness offerings to meet changing consumer preferences.

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Gym Business Plan Template

Written by Dave Lavinsky

Gym Business Plan & Example

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

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

Gym Business Plan Example

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

Executive Summary

Business overview.

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

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

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

Service Offering

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

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

Customer Focus

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

Management Team

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

Success Factors

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

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

Financial Plan Highlights

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

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

business model fitness center

Company Overview

Who is steven’s gym.

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

Steven’s Gym History

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

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

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

Steven’s Gym Services

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

Industry Analysis

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

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

Customer Analysis

Demographic profile of target market.

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

Customer Segmentation

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

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

Competitive Analysis

Direct and indirect competitors.

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

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

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

Competitive Advantage

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

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

Marketing Plan

Brand & value proposition.

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

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

Promotions Strategy

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

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

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

Operations Plan

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

Operation Functions:

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

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.

Other Business Plan Templates

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Business models for a fitness center: which one is right for you?

business-models-fitness-center

Opening a gym is an interesting investment, and not just for athletes or sports, nutrition, or health professionals. More and more entrepreneurs, even if they're not experts in the industry, are deciding to open a fitness center on their own or with a franchise.

Within the industry, there is a myriad of different business models for a fitness center. Therefore, the first step before starting a business is to research the market and decide which model best suits your project .

Discover how to open your own fitness center

Business models you can choose from

The business model for a gym is easy to categorize : wellness and health are associated with a lifestyle and routines that include exercise as well as diet, social interaction, body treatments, etc.

For this reason, many gyms offer, in addition to group classes or personal trainers, complementary services such as consultations with nutritionists, sports days outside of the center, retreats, etc.

This is one of the reasons why we didn’t find one, sole business model for fitness centers. There are sports centers that meet the demands of all types of customers.

The question is: What type of gym should you set up? What factors should you consider when making your business plan ?

The main types of gyms and their characteristics

Boutique gyms.

A boutique gym , such as the Fit Jeff centers, offer personalized attention, a high-quality and exclusive product , well-maintained spaces, and a large social and technological component.

Its commercial strategy is based on segmentation , i.e., coaching small groups.

Today there are boutique gyms for HIIT, high intensity Bootcamp, Cycling, CrossTraining or Boxing. Also for yoga or Pilates.

fit jeff - modelos de negocio para gimnasios

Specialized studies

This business model focuses on offering a single discipline or a combination of very specific and related disciplines . These are fully functional sports facilities, that are less aesthetically pleasing than boutique facilities, and are built around the customer.

Low-cost Gyms

Low-cost gyms offer workout options for an affordable price .

In addition to being inexpensive, they're usually located in easily accessible places, with high traffic, in populated neighborhoods, or near large population centers. Its main strategy is to reduce costs by creating a large volume of members.

Typically, these are large facilities, with flexible hours and where a lot of group activities (larger groups) take place .

Premium Gyms

Although it seems that some "premium" gyms offer the same services as "mid-market" fitness centers , their differential value is exclusivity and customer service.

These high-end gyms often have a spa, tennis courts, or other facilities, as well as a laundry service and a service for a personal trainer.

24-hour Gyms

The 24-hour gyms are open all day, 365 days a year , and adapt to the schedules of all types of customers.

Generally, these are large fitness centers belonging to large chains, many of which are low-cost. In fact, their rates are usually low.

One of its main disadvantages is that at certain hours there is no manager, no trainers, and no staff.

Sports Complexes

A sports complex is a place with facilities to practice team sports such as soccer, basketball, tennis, paddle, etc. Some also have a swimming pool, a heated pool, or a climbing wall.

Many sports complexes are public and offer group classes that are open to everyone.

Download business plan for a fitness center

Which one is right for you?

Before deciding on one gym business model or another, you should take the following into account:

Competitive analysis

Any business plan involves analyzing the competition.

First identify the strengths and weaknesses of your future business. Then, study the sector’s current situation, who your direct competitors are, who their customers are, and who their suppliers are.

You should also analyze:

  • What services they offer.
  • Their brand positioning and image.
  • Your personnel, organizational, marketing and advertising resources, etc.

Initial investment

The initial investment can vary significantly from one type of gym to another.

For example, for a traditional gym, you must have enough capital (over one million pounds). However, to set up a boutique fitness center with a franchise, you'll need much less.

Return on investment

The return on investment (ROI) is an indicator that makes it possible to evaluate the profitability of an investment based on the capital invested and the profit obtained.

The types of gyms that will have a more interesting return on investment (at least a priori), are those in expansion, aimed at a young, reduced, and specialized clientele; and that can easily diversify their business model, such as boutique gyms.

Why open a Fit Jeff gym franchise?

There are many advantages to opening a gym franchise , but we would like to highlight three of them:

  • Brand. In the fitness industry, having an established brand is important, and it's difficult for a new brand to make a big initial impact.
  • Cost . Any company that develops an ad-hoc , unproven business model charges corporate identity expenses. With a franchise, you can set up your business with less money, and while using a proven business model.
  • Support. If you work with a franchise, their experts will assist you in the start-up and the first years of your business. This is positive whether you're self-employed or an investor. 

As for the advantages of setting up a Fit Jeff fitness center, our boutique gym , rather than a conventional gym, please note:

➔   Lower initial investment.

➔   Reduced rental costs since the premises are fewer square feet in size.

➔   Faster return on investment.

➔   Value proposition.

➔   Greater opportunity to make yourself stand out.

Want to open your own fitness center with the added support of Jeff's technology and expertise? Contact us!

Discover how to open your own fitness center

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How to Choose Fitness Business Models

Most fitness professionals get it wrong when they’re choosing the best business model. They run around trying “bits and pieces” of everything.

They try some group classes, a few semi-private, and a couple of private training clients … and even start thinking about launching an online training program–all with the hope that something will eventually ‘kick-in’ and will lead to more stability and success.

But it doesn’t work that way.

And whether you’re just starting out, or you’ve got dozens of locations… the more efficient your model is in terms of value creation and operations to run… the easier it will be to sustain (achieve consistent cash profitability) and grow (with a bigger team, more locations–company owned stores or franchises, etc.).

In this video, we’ll show you:

  • The 3 primary fitness business models you can choose from (and why NOT to choose any other)
  • How to choose the one that best serves your strengths and differentiates you from the competition
  • The keys for success with EVERY fitness business model (and the growth questions you need to answer)
  • And much, much more.  

Here’s what we cover:

  • The 3 primary fitness business models (proven over decades of success in the market)
  • Discover which business model best fits your strengths and allows you to differentiate from the competition
  • Methods vs. revenue and cost structures that ensure sustainability (i.e., cash profitability month-over-month)
  • Model #1: Group Training–Price Point, Pros and Cons
  • Model #1: Calculating how many classes/clients you need for $10k/month
  • Model #2: Semi-Private Training–Price Point, Pros and Cons
  • Model #2: The ratio you need to be successful, depending on your experience and ability to manage client experiences at scale
  • Model #3: Private Training–Price Point, Pros and Cons
  • How to determine which model is the best starting point for you
  • Four keys to success with every fitness business model

Resource mentioned in this video:

  • NPE FAST-TRACK™: Not Making Enough? Start Your Own Fitness Business Earning $10k/month Click here to learn more

Sean Greeley

Sean Greeley

Sean Greeley All right. Hey guys, Sean Greeley, here, I’m excited to get into this lesson with you on fitness business models, you know, over the last 13 plus years and working with 10s of thousands of businesses around the world, I can tell you that the number one root cause of the biggest problems in growing a fitness business and scaling a fitness business, and evolving in competitive markets, really gets down to this issue with lack of clarity of your business model, and lack of evolution of your fitness business model to adjust to new environments, competitive environments, you know, if the the market changes, the conditions in the market change with competitors, with resource availability and staff, we’ve had people and you know, that have new laws that have come out in the government with ways you can pay and have to compensate contractors versus employees, there’s lots of conditions that can force an evolution of your model. And really paying attention to that and refining it, continue to visit it and improve your model is so important for continued growth and success. You know, I like to say, the metaphor, if you’ve got four hours to chop down a tree, you spend the first three hours, sharpening the axe will really when it gets to success of your business, and IE success being cash profitability sustained over time model is first and foremost, the fundamental piece that the more efficient your model is, the more simpler it is, the easier everything’s going to be. A lot of people try to solve problems in lack of cash profitability, with sales and marketing. And if the model isn’t refined and efficient, then we just make the problem bigger, we make it more difficult, and we’re trying to you know, we’re trying to chop down a tree with a dull axe, right? If I can go outside and try to chop down a tree with a fork, I’m never going to get there and I’m going to be exhausted. versus if I have finally sharpened axe and I start whacking at that thing. It’s going to come down, no question, it’s going to come down fast, right. So spending the time revisiting your model, the things that make up your model, and ensure its continued success are critical. For continued growth, so exciting in this lesson and break it down with you. So we’re going to cover here are the three primary fitness business models, there’s really only three and a lot of people try to overcomplicate it. And even with the evolution of online training and delivery of services. Again, people try to really confuse get confused, make it over complicated, and it doesn’t need to be it’s really simple, we’ll talk about that, we’re going to talk about how to choose the model that best fits your strengths. And essentially allows you to further differentiate you from the competition, and it makes it easier for business to scale and grow. So depending on your goals of where you want to take your business from just yourself with a full time schedule to be on yourself and having a team or even into multi location or franchise, the simpler and easier it is to ensure success and success meaning cash profit, go to the model these years to grow, wherever it is your vision to scale your business. And lastly, what are some of the nuances, the benefits and functions of each, you know, there’s certain models that are better suited for certain modalities and for certain target markets, and others that are you know, better and in different areas. So we’re going to break that down. Obviously, if I’m in a very wealthy competitive environment, like Los Angeles, or Sydney or London, there’s demand for extreme high end premium priced services. versus if I’m in you know, a country town, there’s probably not going to be as much of a market for that. So we want to understand these nuances and really align the model to the market the market is is what drives all this you know, you can have what you would like to do, and what is best suited for you know, your desires. But I also other metaphor I like to use is kind of like surfing, you know, I can want to go surfing and I can want to ride my longboard and I can go down to the beach and hold my board and there’s no waves, well, you know, I can, regardless of what I want to do, the waves have to be, you know, crankin at the spot a mat for me to go surfing. And even if they are, I don’t just paddle out in the middle and just say okay, waves, I’m ready to come to me.

Now I have to look at where the waves are, I have to paddle over there, I have to catch the wave at the right spot and then I get the chance to ride the wave right. So business is the same we have to be able to read the market just like reading the ocean. We have to go where the waves are. And the more we do that and do that successfully then we get a chance to ride the wave which is really growing a business successfully and and expanding and scaling the business the extent we want to and there’s opportunity to do so so you’ve got understand the forces at play here, and take all these considerations into account to set your business up for success. And, you know, make it easy and make it more fun. So, let’s get into this. And where most people get it wrong, and I say most professionals, but most business owners get it wrong. And this is something that, you know, that happens at every level, I talked to businesses, startups that are just kind of just got certified and want to get started, and I talked to businesses, they’ve been around for decades, and have, you know, hundreds of locations. So this is an issue that has to be visited all the time. But most people try to do a little bit of everything. And so, you know, I hear things like, I’m going to do private training and semi private training, and I’m also doing this boot camp and classes, and I’m starting some nutrition coaching, and I want to launch an online program. And that’s what I hear from a lot of professionals, a lot of bigger businesses, you know, again, try to be the Home Depot of like, you know, stop in and get everything, or, you know, any major, they try to be like the Amazon of fitness and be the one stop shop. And and really that’s that’s hard and harder to do, especially where we’re at in this day and age in the market, there’s so many specialty solutions out there that you want to focus is going to be a whole lot easier to grow than trying to be a one stop shop. So trying to go through different models for different types of clients all at the same time, again, very challenging. There’s, you know, different solutions for different people at different price points in different areas. So we got to simplify to grow. And a lot of people fall in love what they think is cool, because they love studying a certain subject or a certain method of training. You know, that might be what you want to do. But it doesn’t mean the market has interest in that, you know, again, I can go down the beach and want to ride a short board. But if you know, the waves aren’t right, then I’m not going anywhere. So you got to really focus on the market, the market is the force that drives everything in business. It’s not about you, it’s about the market, and about aligning yourself to the market with your business and your business structure to be successful. So it really important point because people focus on their idea and their passion. And while that’s important, it’s it comes, you know, second, third, fourth, fifth down the list compared to what’s in front of you, and what is the what is the demand, what is the opportunity, so you’ve got to stay focused on that and setting up for success. A lot of people also think that, you know, their business is different. And regardless of the way you want to serve clients, if you’re doing yoga or peloton, or CrossFit, or functional fitness, or personal training, or Bootcamp, whatever it may be, the structure of the business still has to follow some basic rules and math to be successful, right, we have to have a cost structure for the business and a revenue streams that when you do the math of revenue minus expenses equals net profit, there has to be profit for a business to sustain itself over time. So you can’t ignore the laws of mathematics. And the laws of math don’t change for you, it’s like gravity, gravity doesn’t change for you, whether you’re a car or when you’re driving a car or flying a plane. So gravity force, you know, in the universe, and we’ve got to align to it, given the different machines we’re using to, you know, to move through time and space. So it also takes a lot of focus energy to get a business off the ground, and highly recommend that you choose one model, we’re gonna break down those miles in a second, but choose one, put all your energy behind it and get a client base built up. And I’ll say again, that

most people fail because they’re trying to do too many more than one thing. They’re trying to do three, four or five things and they’re doing them all halfway, and they’re unsuccessful, especially in the competitive markets we’re in, you know, businesses hard enough to get going in any environment, but especially in competitive environments, you know, the more you niche and specialized, specialize what you do and focus on one primary model revenue stream and get that cranking. You know, that’s that’s going to be a much better return on your investment of time, energy and resources. And then once you’ve got a good place, you can do more but or you can reevaluate if it makes sense, the more but you can’t do three, four things at once. It’s just very, I’ve never seen that work. And lastly, a lot of people think that because if they’re want to serve clients in a remote coaching environment, that everything changes, right. So I’m used to training clients face to face let’s say, and I understand people, you know, pay me and they come to a session and I do whatever we’re going to do in the session together. And I get how that works, but they think that Oh, if I’m working with someone virtually in a call or In a video conference, or whatever it may be the environment changes in which we work together, that, that changes all the rules and dynamics of your business model structure, and it doesn’t. So, you know, really, especially for fitness professionals, when you’re selling, let’s say, private training services, people don’t pay us for our time people pay us for the outcome we produce. And frankly, the less time they have to talk to you, or spend with you to get the outcome, you know, they’re going to be, in most cases, happier, right? No one wants to train, they want to get the outcome and the benefits of training, you know, and so the more you can deliver that outcome to them more efficiently, the happier they are, but the value of your time doesn’t change what um, you know, when you’ve got, let’s say, in a private training environment, you have maybe 30 hours a week of training it kind of max capacity, and then your most people are pretty, pretty toasted, giving more training hours beyond 30 hours actually working with clients, there might be other hours with administrative functions and that kind of stuff. But if you’re a full time coach training 30 hours a week, actually, in front of clients, that’s a pretty busy schedule. And so some kind of rules of math, we’d like to share this, we’d like to see, you know, generating as a solo practitioner 70 to $80 per hour, for your time, whether that be in in semi private, private work, or group, you know, you want your business generate about that. So about 30, you know, hours of time at 70 bucks, a session generally takes around, you know, 1512 to 18 clients chaining training two to three times a week in private training to get to about 10 k a month of revenue, which is kind of phase one we like to talk about, and whether that hours spent training client face to face, or training them working with them remotely on a call or video conference, whatever it may be, the value of your time, your time still has produced x per hour to achieve some decent goals. And again, the value of your time is related to the value of the outcome you’re producing. So don’t think that because you’re working with someone in a different environment, you need to charge less, you know, so just think about, if you’re charging, if you’re charging, I just had we had a call with someone today charging 85 a session, you know, then, you know, the major nuances, maybe you’re you’re meeting with them weekly for a call, as opposed to three times a week for a workout. But you still want to charge the same amount for your time. So very important to think about that. Just because you’re training people in different online environment doesn’t change the laws of what you generate in revenue for your time as a solo practitioner. And really to get the right buy in from your clients to be committed to the journey of what’s gonna take to be successful. We want people with skin in the game, want people committed. And those are my important recommendations where people get off track in this. So let’s first define some important terms, modality versus models. So modality, reverse the tools and methods used to get results with clients, right. So modality can be yoga, polities, CrossFit, Personal Training, nutrition, coaching, wellness or holistic coaching. So whatever is the method you use, you know, work with check practitioners, you name it, Whatever method

you use, that is the modality. The model is really the business revenue streams, and cost structure that ensures the business is sustainable, you make a profit in the business structure to be self sustaining over time. So very important terms, we’re going to further define here and need to understand the nuances of what they mean. So again, breaking this down some common modalities. We work with all of these personal training, functional fitness, slash CrossFit, polities yoga, martial arts, wellness, coaching, trician coaching are the major ones. Other ones would be, you know, athletic training, for use or for teams, again, different types of modalities. And really, whatever is your method of how you like to serve people to tools and methods to get the outcomes that you’re, they’re investing and work with you to achieve. It’s separate from the model, the model again, everything has to boil down to a model that again, answers the fundamental question how business structure to deliver value in the market in a sustainable way, which means you’re able to continue to earn a profit. So the model is is really critical, the more efficient your model, it’s like the sharper your axe, the easier it is to to ensure value creation and sustainability for the business. So there’s really just three primary models and there’s some nuances within this. That will break down but it boils down to group trends. one to many semi private training one to a few. And private training one to one. And whether that’s online or in person, these are the primary models. And I suggest, you know, you really focus on just grabbing a proven model, as opposed to try and reinvent the wheel, especially when you’re starting out. Or when you’re trying to scale you want to keep it simple innovation can happen a lot in the, in the, the methodology and the outcomes, the way we deliver the outcomes, but the model, you don’t need to reinvent the wheel. So these are the primary models. We’ll talk about how this aligns. So for group models, this is generally where we see functional fitness, CrossFit polities yoga, martial arts, regardless of how we’re working with people, they’re all kind of boiled down to a group model. Semi private is generally where we see Personal Training, and polities, some functional fitness in here as well, in semi private environment, and then private training, we generally see this in a personal training pelonis wellness coaching, nutrition coaching environment, modalities or environments is where typically the private model shows up again.

And this can be online or offline is where we see that the private work well and continue to be there’s more demand in the market for for that and private today, and we have a lot of people introducing remote coaching offerings in that private environment to serve people today. So let’s kind of break these down and talk a little about the nuances. So group training services have been around a long time, started with martial arts, you know, gymnastics, aerobics, really in the beginning of time with with fitness and the roots of fitness, move to outdoor boot camps become very popular in the last, you know, 20 years or so a lot of yoga, kettlebell classes, CrossFit, and many more generally, is a structure where clients are paying a monthly subscription fee to have access to classes, they can book in at different times to attend different classes. And there’s some freedom flexibility with that, given the way the pricing and packaging is structured. It’s generally a highly leverageable model, depending on the coach to client ratio, and the monthly price point, which can vary anywhere from, you know, eight to 15 to 2530 plus clients per instructor depending on where you’re serving people indoors or outdoors, your space capacity requirements, the way you’re structured in terms of the the coaching that you’re delivering, and what’s the right quote, coach to client ratio, this can vary. But generally they’re they’re most classes are always delivered in our block of time, it’s a pretty standard for for group training environments. The price point can be anywhere from 100 to 250 plus per month subscription fees, generally billed weekly, or fortnightly, if they’re not, which is a very common billing cycle overseas. Meaning in Australia or the UK or Europe, the US and Canada, it’s a lot of monthly billing, for subscriptions, this can vary 100 hundred is pretty low price. 200. Plus is it around 200 is is a good run rate we like to see for for a lot of groups. And we’ll go into more of this in our patching pricing lesson, which is another module coming up here shortly. But the in general, that’s the kind of range you’re going to see given the capacity requirements of the model and how you’re structuring delivery of service. The pros of group training is there’s great leverage with one to many delivery of services. Many of these models have very low startup costs, like yoga, what do you need? A floor, right? And a room outdoor boot camp? What do you need grass or the beach. So very low startup costs. There’s a great social component of community that supports client retention. Those are all great positives of the model. And the cons are because there’s low startup costs, there could be a lot of competition, right? We’ve seen a lot of growth in the fitness industry the last or the last several years around the group training market, because people can just kind of rock up and get started without spending a lot of money. And there’s because there’s such a low barrier. You get a lot of operators in here who don’t really understand what they’re doing don’t know how to structure the business for success. There’s been a lot of race to the bottom with discounting services and market saturation, which is really unsustainable. So, you know, we saw this a lot in the last several years and the growth of rapid growth of CrossFit to where, you know, CrossFit was new to them. There’s across from every corner. And it went from reasonably priced down to like, so low price that nobody can make a profit or sustain their business with the economics and unit economics of the model, and it’s why led to a lot of and continues to lead to a lot of those businesses going out of business because they’re just not structured to be sustainable. And a lot of people that don’t know what they’re doing, just think I’m gonna lower my costs. And that’s gonna be the way to, you know, I’m cheaper and the other guy. And, you know, in, in business,

you’re really, especially in fitness services, you read the best or the cheapest, and no one wants anything in between. and you definitely don’t want to play the game of being the cheapest because especially in the boutique studio space, and small to mid size studio space environments, you know, the bigger big box gyms can always they have more money to spend, and they can afford to, to undercut you significantly. So you’ve got to be structured properly to be competitive in the market, be sustainable with your business. So, again, more to cover, but those are some pieces need to understand the nuances of of group training model. Some examples in group training, and I’d say this is for like a 15 to one ratio, or even above this, this can scale to 2530 Plus, we’ve seen for, you know, outdoor boot camps, on the beach, or in a park, and even even bigger numbers. But essentially, in a typical rate of let’s say, 1314 $15 per class, if you were going to model out per class. This is typically used for CrossFit yoga, martial arts boot camps and youth team training is is a generally falls in line with this type of structure. You can see what this works out to be in the columns have the number of clients, you need, the number of sessions, those clients are coming in the clients per session capacity. So this is you can see this a 15 to one capacity, the hours of training required, the number of classes recommended, and then what would be the weekly gross and the monthly gross off of that for the business, and then what would be the weekly or monthly investment on the client side, right? So anywhere from, you know, if they’re just coming to two sessions a week, you know, hundred 29 a month to 30 a week up to, you know, 52 or 224. So you can see what that does when you start playing with the unit economics here. And I’m going to give you access to this business model tool in a second where you can play around with the rates and some of the equations and see how that affects the modeling. And this is kind of what we’re doing. We’re looking at your model we’re playing with the economics of if we tweak the rate, and if we tweak some other components here, what is what do we need, what a success look like to get to the revenue numbers we need to produce in the business and our goals, our revenue targets, and how many clients is going to take to get there, right. So in this example, you’re talking about 45 to 90 clients in, you know, essentially 12 hours of training time, you know, to to get there. So that’s how that one plays out. On the grip training eight to one side, this is typically for polities, where it’s a little more higher touch in polities, and there’s more equipment involved, we generally don’t have as much capacity, you can see how this looks in terms of

the client numbers, and and the rates because we’re able to charge a little bit more per session, if you will, it takes less clients to achieve similar revenue numbers for the business. And again, a little bit higher cost structure, you know, anywhere from 172 to $310 a month, or 40 to 72 Weekly, again, can play with a rates here, but those are the kind of ranges you’re talking about. With this type of model structure. And what it looks like for group training, then we get into semi private training. So semi private training is kind of a hybrid model of group training and private training been around for a while it’s I’d say one of the most efficient models there is in terms of how the the rates that you can charge, the capacity for the business and kind of the return on investment of time in versus revenue out for the business semi private is very efficient model. Generally clancer support on a three to four clients per instructor ratio. And that kind of areas in like a lot of people start with three and once the instructor gets very skilled, you’ve got very efficient up operations and you can manage great coaching then you can you can push the boundary on that to about four. But harder going higher than that you start to really limit in most cases, the ability to to really Focus on clients and serve them well. So in most cases in semi private training, clients all receive injury assessment, they all get program, individual program design, but they’re supporting the training through a small group format. So there might be, you know, again, three or four clients going through their workouts being coached simultaneously. So there’s a bit of a social stick component to the service delivery, but also great coaching to support their movement and their execution. While they’re getting that that, you know, the primary benefit being good assessment, good programs that are optimized for that individual’s needs. So session lengths can change can range anywhere from 3045 60 minutes, we’ve seen different formats work well here. This is a pretty general demographic, middle aged men and women can be used with athletes as well, in this model, and is is very sustainable. In most cases, the investment can range anywhere from 30, sorry, from 300 to 500 per month, and you can break that down in the appropriate weekly or fortnightly billing rates. The pros of this model, it’s a very highly profitable model when session times are maximized. So when you really maxing out sessions are packed three to four clients per session, it’s highly profitable. In generally, there’s good retention, because it’s a bit of a sweet spot from you’ve got the best of all worlds, so you got a mid price point, you have individualized prescription and great results in a social stick. So it kind of pulls the best value creation elements together from the different models. And is good the the cons are that the responsibility lies on the business owner or operator to maximize number of clients needs training time slot. So if you’ve got semi private rates, and your business model around three or four clients per session, and you only have one client in that session, the gentleman you’re giving a discounted private training session is someone as opposed to really getting the benefit. So you’ve got to kind of control that supply and demand capacity and sales and marketing you do to influence to be efficient. But in most cases, this comes after someone is got some experience in private training, and is good at delivering good outcomes for clients and really understands their people are paying for outcomes not time, then semi private can be kind of the next iteration. It’s kind of like version two, I see a lot of people start with private training, get good at delivering results to clients and refining the programming and delivering services and then kind of increase the ability to continue growing with semi private and a lot of cases so

but you’ve got to, you’ve got to make it work you got to make, you know, you got to fill up your slots in sales and marketing to get the best return on this. Without that you start to really reduce the leverage and the profitability for that block of time. So here’s how that looks in a three to one environment for semi private, you’ve got 30 clients, you know, twice a week 2015 to 20 clients three to four times a week, generally speaking, planetarium, returning three to four times a week. So this kind of middle rows here that you can see three clients per session. So for about 20 to 21 hours of training time, about $45 per session, you can produce around 11 to 12 k of revenue a month for the business and you can see the breakdown that weekly, that’s a pretty good clip of return on investment of your time. As a as a business operator, working with clients and the monthly investment for clients. You can see the ranges here weekly or monthly investment, it’s pretty reasonable, pretty sustainable. For for most markets.

This this price one works pretty well. So again, with semi private, this is where a lot of people begin serving clients, when they’re going in a semi private model, it’s a great place to begin, it’s more efficient and private, meaning you’re kind of less training time. You know, you might be training 30 hours a week to get this kind of output in revenue for the business where you’re training, you know, 20, so two thirds of the time, you’re getting the same output. But you’ve got to be confident in your ability to deliver great results and great experience in serving clients because you got to be on the game, you know, three four clients per session. You have less time to dilly dally and chitchat and get it wrong, you got to be you got to be honest, so very important. And again, most people start with 321 and then kind of progressed into 41. This is kind of the tuned up version, in most cases. So if you’ve got tight coaching, operations, and you’re able to manage that clients experience in a great way at scale, and that’s sort of the key is that people are paying for the outcome and the experience and if you can manage both of those well, which generally takes just a little bit more seasoned coaches and model to deliver If you can, when you can do that this is a very efficient ROI and time invested for the return in the business. So that’s semi private four to one. Private training, which is really the third primary model. It’s been around since the 80s, if you will, it’s grown tremendously. There’s hundreds of organizations that certify personal trainers to deliver private training services today, sessions are delivered on one to one basis can last anywhere from 30 to 60 minutes, or, in some cases even longer, depending on the goals of the clientele. And generally speaking, your protocol is you’re going to set goals, you’re going to assess a client, you’re going to run a program, you’re going to support them with executing the program, and coach them through good movement and motivation to get the most out of their training sessions. And then you’re reassessing client on regular basis and adjusting the programming as needed. So pretty simple model, the demographic, you can really serve any client base with this model, it’s the most kind of versatile model there is. From newbies to professional athletes, and experienced exercisers, anything in between, you know, private training, in most cases works for, for the broadest number of markets you want to serve, the price point can be anywhere from 350 to 1000 plus per month to the end user to the client. And the great pros is there’s really always a market for private training. And you can narrow your target market to work with a client base that you love most. So whatever types of problems you love working on whatever types of outcomes you liking clients, helping clients to achieve, there’s generally a small market niche market for that, that is awesome and fun for you. And you can share the protocols that you’re most passionate about. It can really focus on serving people with individualization of your programming, and help them maximize everything you do to deliver you know, tremendous results. The session like can be chosen to best serve the client, startup costs are minimal for this, again, you can train people in their home, you can train them in their garage, and you can train people in multiple environments, you can rent space in some areas, really, depending on the price point, it doesn’t take a high volume of clients to earn a professional come in a lot of cases 1015 plus clients, you’re at a professional income when you have people training, you know, two, three times a week. So the for that reason, this is a very sustainable, robust, time tested, proven model. And a great way to get started in the fitness industry is I believe, private training for all those reasons. However, the cons are is it is more labor and test tensive without a whole lot of leverage beyond raising price point, which at some point has a limit, depending on the graphic that you’re serving. So depending on your area, where you live and the demographic you want to serve, there’s going to be some this great elasticity and the price you can charge per session. So maybe you’re starting at 6070 a session and you’re scaling that to 100 per session, but there’s going to be a limit, right at some point, maybe it’s 150 202 5300, at some point, there’s going to be a limit on what you can charge per session and have people you know, that have the money to invest in training to three times a week, sustainably over time. So there is some limit, but you know, you’re being paid very well for your time. And you can get very good at your craft. And you can just focus on serving a small number of people very well, very successfully and earn a great professional income. Though the other consideration though, is there are as you have small fluctuations, somebody goes on vacation, somebody stops training, you know, if you have 10 clients and you and to finish up their program or get sick or whatever, that’s a 20% drop in your income in one month. So there can be some volatility in your income as well. If you’re not well organized, and you don’t have, you know, a waiting list of clients, you don’t have kind of marketing rolling on a regular basis. There can be some dips in consistency. But and that can be when people are on holiday and all kinds of stuff. But it’s a great way to get out of the gate to get experience and it doesn’t take a lot of people to be successful. So you can see how that works out in unit economics here. You need 12 to 18 clients painting, you know training two to three times a week equates to 36 hours in this case of training. At 70 bucks a session gets us to those income goals of over 10,000 a month. Now obviously if we start charging more if you raise your rate, you can manipulate the example of getting here in the in the Google Sheet you can upgrade the numbers you can see how that plays with the the rate changes. The amount of clients you need to achieve your income target. So this is a very simple, easy model to run, when just getting started, and again, it has great price elasticity. Again, depending on the market segment you want to serve, you can charge you know, a lot for your time. And in most cases, for all those reasons, have three different models that are proven, we recommend this as a great one to start with, for most people get experienced to earn a freshman Come quickly, to start putting in their hours getting good at delivering services and programming and getting results and build a portfolio. And then either you can continue to raise price, you can continue to scale with more people, and coaches working with you in private shooting, or you can evolve to be the semi private model. Or if you’re going in a different direction, you have a passion around a lot of group modalities, then you just start with a group to start, but most cases people start with either group or private.

But those are three models kind of pick one that works best for you, and dive into it. A lot of people ask questions about what about the other model. So there’s lots of other business models that you can run, but the majority of those work best after you’ve learned how to deliver a great client experience. And you’ve built a client base around one of the three primary models. So you know, people ask what about adding this and and you know, three different revenue streams and supplements and having a pro shop with equipment and apparel and, you know, gloves and T shirts and merchandise and all kinds of things that they want to add on into their business? And again, my answer is, that’s great. But build a primary business and client base around great client experiences and value creation, the market around one primary model. Once you get good at that you can do more. Again, this can include but not limited to workshops, camps, retreat certifications, fixed term challenges. So this can be like 12 week body transformation programs, or six week challenges or three week challenges, whatever it may be. Nutrition, supplements, information, you name it, there’s lots of different things you can do to serve people and create value in the market. But most cases do that after you build a primary business around one of the three proven models is going to be easiest to run with. So regardless of the bottle you choose, these are really the keys to success that you want to think about with every model. And everything starts with the market again, doesn’t matter what you’d like to do what you find cool. It’s what is the demand in the market? What are people struggling with for a problem? What do they have a desire to go? achieve or do? Again, market is like that force that is out there that we don’t we don’t control, we just have to read it and channel it. So it’s like going to the beach and want to go surfing, you have to look where the waves and are they How big are they and where’s the best spot to catch a wave. That is the market, you don’t control that you want to read that that is where everything begins and ends in terms of success. Once you understand the market and the opportunity in the market, you want to look at what is the right model. Think about the modalities that you like and you’re passionate serving. What modalities help people best achieve the solution of the problem or fulfillment desire that they want. And then how can you best choose one of three models and then price and package it for success. Given where you want to position in the market and set things up for success. Again, that kind of leads into a further conversation and packaging pricing, which will come later. But you can start with playing around with the model playing around with the pricing and determining how many people is going to take to reach an income goal for the business that is important to you to achieve. And then once we understand that, we got to look at differentiation, right? So I’m doing group training, I’m doing semi private training, I’m doing private training. I’m doing yoga plati sort of may be how do I differentiate my group training and my yoga parties or my personal training from other solutions in the market? Why should people choose me? What makes the way I can create value in the market, I can deliver a better experience I can deliver better results. I serve a segment differently than other businesses that are currently in the market. How do I differentiate? What’s the secret sauce? What’s the methodology to best deliver that value creation and making it a no brainer solution wherever in the market says yeah, that’s the one that’s where you go right. So you really we’ve got to differentiate models. For continued success evolution again, this is where a lot of people get stuck is they don’t differentiate enough or they they have differentiated then the market changes and they don’t evolve the model. They don’t differentiate the model. Now you’re just the same as everybody else. And so there’s no reason for anybody to come to you and you lose your positioning and you lose your your kind of lead in the market. So you got to stay very attuned to staying ahead of the forces. You know, we can be surfing in the morning, one break And the waves died down and we don’t move to a different break, well, we can hang there, but there’s no waves anymore. So there’s no surf to, to catch, right?

So you got to pay attention to the market attend to the changing conditions in the environment, and differentiate when appropriate. And lastly, we start to move in optimization. So how to create efficiencies in the way we serve the market and the daily operations to deliver that value creation, how to make it work better, faster, smoother, less friction, so that we can make the business as profitable and easy to run with all those other things in place. So, again, very important, you start on the left and work your way to the right, and you can use this framework to evaluate where do you Where does your business stand today? What market? Are you focused on serving? Is that clear? What’s your model? Is that very well defined? Sir, time to revisit that? And if that’s all good, are you differentiating enough? Is it clear to others looking in the market with potential solutions, why they should choose you? And how you’re different and better? And And lastly, how do we optimize the business to be as efficient as possible. So good sense check for those of you that have been around a while to go through this framework and look for opportunities to improve. And for those who are just starting out to understand where to begin, how to progress through this and thinking about the strategies to best achieve your goals and best, set up your business for success. Again, this is about sharpening the axe to make it easy to do the job of growing and serving the market delivering value in a sustainable way that achieves a cash profit every week, every month. And so the more we get to understand these frameworks and apply them, we get to set your business up for success. So some great growth questions for you to consider here is what problems do you most love solving. You know, if you really love working on fat loss, or strength and conditioning or pain management, whatever it may be? What is the problem you love working on? What types of clients do you most enjoy working with? Generally, it’s not going to be grandmas, bodybuilders, pro athletes, kids all at the same time, there’s gonna be a segment you really enjoy your passion about serving and hopefully, there’s a good opportunity to serve that segment in your area. then number three, what modalities and model are you most excited about and why so most people are more drawn to one model or another one modality, they’re they enjoy and, and what what strikes, you know, your passion to where you can really enjoy this and and make this your, you know, what you do day in day out, and you’re gonna, you’re gonna have fun with it. Everybody, it’s been around in the business for a little bit of time, where as you start to get some experience working even as a new fitness professional in the industry. I ask people, you know, think about clients you’ve loved working with, and if you just woke up every day, and all you had to do is work with those clients, this would be like a vacation, you can’t believe you get paid to do this job. And it’s awesome. And you just want to do more of it. Can you think of somebody like that? Most people say, yes, they’ve had that experience. And then I ask people, you know, think about clients who if you have to spend one more minute of your life working with this type of client, you would just, you know, go do something else, right and, and go work at McDonald’s and leave the fitness industry. And everybody can, you know, generally laughs But they can relate because they’ve all had a negative experience and work with a client. And so this is a great place to examine or re examine if it’s time to revisit this for you. further refinement of that and kind of make this as efficient and simple as possible and clarity for your business, target market. Oh, duality, model, pricing, structure, differentiation, and more. So again, great growth questions for you. And then I’d like to encourage you to do a research spike again, too many startups try to reinvent the wheel. In the beginning. You know, people get really passionate about starting a business and they have all these ideas. And they think they’ve got to reinvent, like literally the wheel or fire and you don’t and people end up wasting a lot of time and energy and often don’t get off the ground. I see this happen most often with people that want to do like some type of online training or online remote program, programming or services. And they think that all the rules change and they got to re engineer the thing and make it something that’s never existed. And that’s not the case. You want to keep it simple and you want to follow a proven model. So encourage you to look around look around the market you want to serve look around the the outcomes that you want to help people achieve the methodology you want to use. And what other businesses do you see out there? What models are they running? What do you see working well to serve the customer base you want to serve? What segments are they serving? What parts of the market are they serving everybody you know, or more the customer bases around a certain type of demographic. Most businesses aren’t there to serve everybody they are more fine tuned in every business instead of having to get more fine, more efficient about the the customers they’re building around to serve best And look at what they’re charging and how can you look at those examples to best choose the model and best align your pricing to be successful. And think about how could you follow suit but differentiate what could be different, and in a sustainable way that you could differentiate your business better than the people can copy your or repeat. And really important questions to ask yourself and look around to evaluate and identify opportunities for you to best position your business for success. So take some time, look around documents in those pieces, and give some consideration. And remember to ignore the laws of mathematics at your own peril. And again, this is where a lot of people get stuck. They have great ideas, which is awesome. I love hearing passionate people great ideas that want to open a business to start a business. But do the math, you know, you’ve got to understand and connect passion and energy and enthusiasm with mathematics. And you got to understand what you can charge and what the market segment you wish to serve as actively paying right now and what they can, what they’re comfortable paying what they can afford to pay. And making sure you are clear in lining up the value proposition. And ultimately, you know, it’s a good return on investment for the business and for the sorry for the customer that you want to serve. And for your business. And knowing how many clients that will be required to achieve your income goals. Generally, you know, all things being equal, if our margins are structured appropriately, again, we get to that later, and patching pricing. But all things being equal. You know, we want to get there with less less people required to hit our goals and the less people it takes their goals. Generally speaking, the faster we’re going to get to our goals, right. So if I can share my income goal with 12 private training clients, I can go find acquire 12 private training clients faster in most cases than I can go find 90 group training clients, right. So it’s going to take a lot more time to find them, to market to them to bring them in to sell them to sign them up to service them, it’s gonna be a lot of work with nine people than it is 12 people. So understand how those things line up, and what your goals are, and, and what time, timeline and time horizon you have on achieving your goals. When your model is simple and easy, and your price correctly, you’re going to have a very efficient path that your goals this is again, people try to go chop down a tree and they’ve got a fork, and they’re just sitting there whacking industry with a fork and it’s never gonna never gonna come down and get really tired, it’s gonna be really hard, right. So take time to refine and think about the model, refining your strategy, putting these pieces together is again, the root cause of why most most businesses don’t take the time to do this, they don’t get it right, they don’t evolve when they need to. And they really struggle and there’s a lot of pain. So get this wrong, and you may never be successful, and there will be a lot of pain. And even if you are successful, it’s going to be a lot of wasted energy and effort to get there. So take the time to step back do some critical thinking about your business about how these these you can apply these concepts and strategies to to make it simple for you to win the game. You know, you hear me talk hear me talk a lot about if you’re not winning the game. Often you’ve got to not just play the game better, we got to change the game. So the game is set up better to win. We talked about changing the game to win that first and foremost means your model is set up to win. And you’ve thought through these components you simplified you made the economics work the math work of how you’re going to get to where you want to go. So very important lessons for you to take and apply. So to summarize this module, so fitness business models are much simpler than we often make them. There’s really just three proven models, they’ve been around a long time, they’ve been very successful for decades. Now. They have a proven track record of success. You don’t have to reinvent the wheel, pick one of the three models and run with it and make it successful. And then once you’ve hit your goals, you know pause, reevaluate. You can examine what it looks like to continue to scale that in labor or locations or whatever it may be franchising licensing, or if you want to add more layers to the model and do other things. But you know, don’t sit around thinking about it, make it simple and go do it. Certain modalities are also better suited for certain models, you know, and people are used to paying certain price points for things. So high priced one on one Yoga is going to be a little bit harder to get off the ground then group lower cost yoga because people are used to paying a low cost for yoga, right? So unless you can really differentiate and serve a very special segment, that’s going to be a little bit harder to push right so but people were accustomed to paying more per hour for one to one personal training. So thinking about what modality is best aligned to the model and the market you want to serve and where you’re putting listing yourself. Again, all of this is based on the idea of clients around the market that’s in front of you. And then this option to serve, it’s like this is the waves at the beach, right? We can

want to do a lot of things. But if the waves aren’t cranking, there’s no surf to go ride. So we got to understand what is the opportunity to market, what’s the market demand around us who is willing to invest in solving what problems are achieving what goals or fulfilling what desires, and then building everything around that. That’s where it starts, and where you’ve got to stay focused, first and foremost. And again, I can’t say this enough focus on building one model successfully. Rather than trying to build three models on successfully This is probably the most common thing we talk about every single week with our clients and our students is most are over complicating it, they’re trying to do too many things. And they’re not doing one thing successfully. And that option costs focus, and not focusing and trying to do too many things and figure out the marketing messaging and the sales process and the Legion strategy and the operations and all the things for multiple things at once that generally never get there, when they simplify down to just one thing they’re going to focus around, whether it be group or private, in most cases, it’s one of the two as a starter, then things start moving a lot faster, with that focus of your energy and effort. So very important to remember those lessons and apply them. So action items, you want to think about the market you most want to serve. In the model, no doubt, it makes the most sense to deliver a tremendous value to the market, while allowing you the shortest path to achieve revenue goals. And that’s really the key is you want to make sure we’re looking at the market, but also lining it up with your goals, your time horizon, what you want to achieve. We want to pick a business model and commit to it one model, focus on that, and really get focused and eliminate activities that don’t align with building a successful business around your one primary model. And that really, people ask me all the time how to get focused, well, how do you get focuses start, stop doing all the stuff that isn’t aligned to that goal. When you get focused on your goal, then you you you eliminate everything else that’s not aligned with that. And really that starts in most cases, the root causes is clarity, the model. So starting with that, and getting really focused is going to set you up for success. So those the action agenda, this model, and then I’m sorry, this module, and then just to share the tool that we’ve talked about here with you, we’re giving you access to this fitness business model tool. And you’ll see the link in the resources here. This has got three primary tabs here private training, semi private group training, you can see and all you got to do is go through here, the you can adjust the cells in yellow, and you can play with us if you’re charging 85 a session, you can start to see what that does to achieve the revenue goals you’ve got for monthly gross. And you can see, well maybe only need now 14, you know, 15 clients to get to my goal. And maybe I only need 10 clients to get to my goal of around 10 k a month in most cases 10 k a month is a great goal, we look at 30 hours of training 10 k a month, you know that’s a great, a great target. For early stage fitness businesses getting off the ground 10 k usually gives you enough revenue to support yourself while reinvesting in continued growth of the business. So that’s a general target we want to aim for in most stage two and three businesses we call it and this is what the investment looks like on the client side, weekly and monthly investment. So you can play with this, if you just click to download a copy, you can just click File, copy. And then you can play with this stuff for yourself. You can see these tabs we’ve got here for semi private training. For group training, you can play around the different examples here with the rates and with the clients and see how that affects your numbers. And just you know, put your head around some different iterations of your model and how you’re going to refine your model get focused in your model and can it get you there, right want to know, if we’re focused on this model? What’s it going to take to get to our goals in the business in terms of revenue, all things being equal in our cost structure and such. So have some fun with this one and let us know how it goes for you. Again, getting this right getting this clear is going to set you up for success with everything to come. Take this into pricing, patching, sell systems, marketing, lead generation systems and more. This is where it all begins in fitness business success. So enjoy it. Have fun, we’ll talk to you soon. Take care bye bye

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

Vivian Giang

Many or all of the products featured here are from our partners who compensate us. This influences which products we write about and where and how the product appears on a page. However, this does not influence our evaluations. Our opinions are our own. Here is a list of our partners and here's how we make money .

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

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

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

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Starting a fitness business in 6 steps

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

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

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

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

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

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

Zumba studio

Physical therapy

Spin classes

Powerlifting gym

Yoga studio

Pilates studio

Step 2: Get trained

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

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

Step 3: Write a business plan and select an entity

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

Factors to consider when writing your business plan include:

An analysis of the market

Who your competition is

Marketing and sales plan

Financial plan and projections

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

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

Step 4: Get necessary permits and insurance

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

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

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

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

Step 5: Get an EIN

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

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

Step 6: Get funding

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

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

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

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

7 tips for starting a fitness business

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

1. Personalize your fitness business

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

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

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

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

2. Make your fitness studio a place to hang out

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

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

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

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

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

3. Incorporate data into your services

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

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

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

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

4. Specialize in a type of workout or demographic

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

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

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

5. Get your studio on social media

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

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

6. You'll need to wear many hats

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

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

7. Hire excellent staff

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

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

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The bottom line

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

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

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Fitness Center Business Plan Sample

MAY.11, 2016

Business Plan for a Fitness Center Business Plan

Do you want to start a Fitness Center business plan?  

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

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

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

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

Executive Summary

2.1 about the business.

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

2.2 Management of Fitness Center

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

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

2.3 Customers of Cleaning Services Company

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

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

2.4 Our Competitors

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

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

2.5 Business Target

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

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

Fitness Center Business Plans - 3 Years Profit Forecast

Company Summary

3.1 company owner.

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

3.2 Why is Goals Inc being started?

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

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

3.3 How the Fitness Center will be started

Step1: Research Everything

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

Step2: Choose a Name and Register Your Business

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

Step3: Pick a Business Location 

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

Step4: Establish a Web Presence

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

Step5: Market your Business 

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

Fitness Center Business Plans - Startup Cost

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

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

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

  • Gym Facilities

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

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

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

  • Guided Meditations

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

  • Cycling and Outdoor Activities

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

Marketing Analysis of Fitness Center 

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

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

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

5.1 Market Trends

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

5.2 Marketing Segmentation

Goals Inc will have customers from the following groups:

Fitness Center Business Plans - Marketing Segmentation

5.2.1 Parents

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

5.2.2 Students/ Young Adults

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

5.2.3 Working People

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

5.2.4 Differently Abled People

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

5.3 Business Target

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

5.4 Product Pricing

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

Marketing Strategy  

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

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

6.1 Competitive Analysis

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

6.2 Sales Strategy

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

6.3 Sales Monthly

Fitness Center Business Plans - Sales Monthly

6.4 Sales Yearly

Fitness Center Business Plans - Sales Yearly

6.5 Sales Forecast

Fitness Center Business Plans - Unit Sales

Personnel plan

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

7.1 Company Staff

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

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

7.2 Average Salary of Employees

Financial plan.

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

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

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

8.1 Important Assumptions

8.2 break-even analysis.

Fitness Center Business Plans - Break-even Analysis

8.3 Projected Profit and Loss

8.3.1 profit monthly.

Fitness Center Business Plans - Profit Monthly

8.3.2 Profit Yearly

Fitness Center Business Plans - Profit Yearly

8.3.3 Gross Margin Monthly

Fitness Center Business Plans - Gross Margin Monthly

8.3.4 Gross Margin Yearly

Fitness Center Business Plans - Gross Margin Yearly

8.4 Projected Cash Flow

Fitness Center Business Plans - Project Cash Flow

8.5 Projected Balance Sheet

8.6 business ratios.

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

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

  • Is a fitness center a good business?

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

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

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

  • How to open a boutique fitness studio?

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

Download Sample Business Plan for a Fitness Center in pdf

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

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Which Gym Business Model Is Best for Your Fitness Business?

Before you decide to start a gym business, it's important to first consider which type of gym business model will be right for your fitness goals and objectives.

business model fitness center

Being the owner of your fitness studio is both exciting and worrisome. You get to be the boss and make the rules inside the confines of your gym. Dozens of decisions must be taken, including whether to rent or buy a facility and what type of liability insurance to obtain, among other things. Which gym business plan is best for your fitness organization is determined by several factors. This post will show you how to establish your own fitness business using a variety of gym business concepts.

business model fitness center

What Business Model Would You Use to Describe a Gym?

A gym uses this business plan with a membership-based business model. The vast majority of new members expect when they first join a gym. You can use the facility without restriction for a monthly or annual fee.

It's a good thing it's been through the wringer. As a result, it's a tried and true strategy. Your members understand exactly what they are getting for their money. Businesses may rely on consistent and predictable income to help them manage their cash flow.

This business plan also can produce a consistent and predictable stream of money. Reduces the risk of wildly fluctuating cash flow and allows for more precise financial forecasting.

What is the Most Profitable Type of Gym?

It was once thought of as a passing trend, but it has since proven that it is here to stay. There has been an increase in people signing up for the training program each year.

CrossFit Gyms are the most profitable type of gym in the United States as of November 2020, accounting for 69% of gym shares.

Running a CrossFit facility includes salaries, utility costs, liability insurance, and marketing costs. An hourly rate of $15 to $25 is typical for a CrossFit coach.

Having a CrossFit gym isn't a surefire path to financial freedom, but it can be a great way to cash in on a growing fitness craze.

Which Successful Gyms is the Best for You?

24-hour fitness.

Cost of membership : $39.99 – $49.99 per month + $49.99 annual fee; month-to-month or 12-month contracts available (where the monthly fee is slightly less)

24-Hour Fitness has it all, including a workout app that provides workout plans, so you don't have to program your own. It's a 24-hour facility with plenty of floor space and equipment, offers group fitness classes and personal training, and even has a workout app that provides workout plans, so you don't have to program your own.

In 2017, 24 Hour Fitness made $1.44 billion in revenue, up from $1.42 billion in 2016. According to Club Industry, the company had 433 clubs in 2017. 24 Hour Fitness launched a behavior change program and research study in 2018 to better understand motivation psychology. The 28-day StepUp program was developed in collaboration with the Behavior Change for Good Initiative at the University of Pennsylvania (BCGI).

What Are the Things to Consider in Choosing a Gym?

In addition to the gym's equipment and machines, you'll want to consider other factors that will determine whether or not you enjoy your workout, such as:

  • Options for training
  • The cleanliness of the gym
  • Member benefits

Commercial Gym versus Private Gym: What’s the Difference?

When most of us think of going to the gym, we picture a "Commercial Gym." They're usually big buildings with many equipment, group fitness rooms, pools, basketball courts, and other amenities. In fact, for many people, this is the main attraction.

The following are the key advantages of this option:

  • There are a number of them.
  • Membership is open to everybody.
  • There is a lot of training equipment available.
  • Provides a variety of classes
  • They are available around the clock.
  • The cost of basic membership has been reduced.

Any fitness facility with restricted membership or access is referred to as a “private gym.” Most private gyms charge a membership fee or require some other qualification, and the general public is not permitted to use the facility. The private gym may have much of the same equipment as any other fitness center or gym, but the number of users may be limited, resulting in less wait time and less risk of equipment damage.

Unlike commercial gyms, which can be found almost anywhere, private studio gyms are few and far between. The following are the main benefits of this option:

Fewer members

Coaches with expertise

Result-driven

Personal Training Studio versus Gym: In What Aspects Did They Differ?

Working with a personal trainer in a gym is not the same as working with one in a personal training studio . Personal training studios can range from small rented spaces to working with a personal trainer in the comfort of their own home. Keep in mind that personal training does not require all of the amenities found in a gym. Here are some of the advantages:

If you don't want to be on display or around other gym members, a private studio will be ideal for you.

There is no need to wait.

You won't have to wait for equipment or space to open up because you're training in a private studio rather than a large gym.

With nothing else to distract you, you can fully concentrate on your workout. You can learn proper form faster/easier with personal attention in this setting.

There are some advantages to working out at a gym rather than a personal training studio. If you're already a gym member, you might be able to negotiate a deal with one of their trainers. The personal trainer can use a variety of machines to help you get in shape, and once you learn how to use the machine, you can do the same workout on your own to stay in shape. Working with a personal trainer at a gym is ideal if you prefer to be surrounded by people. Here are what to expect from a gym:

Training sessions and classes are usually less expensive. Bigger gyms have more trainers, members, classes, and space than smaller gyms. Members usually benefit from lower prices as a result of this.

A large amount of equipment

A big box gym is ideal if you like to use a variety of machines and cardio equipment. You may or may not have to wait for some equipment, depending on the size of the gym and the time you visit.

Gym’s Atmosphere

You might enjoy the vibe of a large gym if you want to meet new people, pick up a new girlfriend, etc.

What Are the Things to Do to Become a Successful Gym Owner?

It's critical to remember that developing new talents requires time and effort. It is crucial to continue evolving, and it is acceptable if you do not do everything right the first time. Mastering these skills, on the other hand, will assist you in expanding your business and attracting new gym members:

  • Consistency.
  • Capabilities for leadership
  • Adaptability is the ability to change.
  • Personal trainers should be on the list.
  • Include smoothies and healthful foods in your diet.
  • Set up, weight-loss support groups.
  • Provide a wide range of exercise classes.
  • Utilize fitness management software.

How Can You Make Your Fitness Business More Profitable?

If you want to share your passion for fitness with the world by opening a new gym, you'll need to figure out how to make money from a gym .

Here are some general recommendations for building a profitable fitness business:

  • Set aside time for yourself.
  • Streamline your fitness company.
  • Don't betray yourself by undervaluing yourself.
  • The significance of consistent branding cannot be overstated.
  • Examine your competitors.
  • Make use of your creativity (Be Creative)
  • It is critical to provide excellent customer service.

The best gym company idea might have a range of different elements. One aspect, however, remains constant: it fits the needs of your target audience. Members place a premium on usability, adaptability, and a pleasant purchasing experience. Selecting the best business model for your organization can help it grow and deliver greater value to its members.

James Plata is the CX Operations Manager at PushPress, a fitness-nut and hoarder of all gadgets. He brings 10+ years of experience in startup tech and fitness to help gym owners rebel against useless and overpriced software.

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Ready to scale your fitness business, protecting your gym: the three critical parts to a rock-solid gym waiver.

Protecting your fitness business starts with having a solid gym waiver. Matthew Becker from Gym Lawyers shares the three key sections to include!

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Thinking about making changes to your gym schedule? Here are the dos and don'ts to consider, and why fall is the perfect time to maximize your schedule!

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Pros & cons: what fitness studio business model is right for you.

fitness studio business model, Yoga class group

Maintaining a loyal pool of subscribers is challenging even for well-equipped gyms and fitness studios offering premium customer service. While  39% of Americans  possess gym memberships, the average fitness business  loses around 50%  of new members within three to six months. Why? Well, encouraging people to maintain an active lifestyle is easier said than done.

Recent data shows that  only 23%  of American adults attain the recommended physical exercise guidelines of at least 150 minutes of moderate physical activity or 75 minutes of vigorous activity per week. These figures demonstrate how it can be to exercise in our “always-on” society. With more  people working long hours  to make ends meet, gym-goers crave flexible subscription packages that fit their lifestyles.

If you’re a gym owner looking to enhance revenue through tough economic times, you must carefully consider your fitness studio business model. With  over 31,000  fitness clubs competing for clients across the U.S., your pricing strategies could make or break your subscription numbers.

Which pricing strategy is best?

When reviewing and updating your fitness studio business model, try playing into consumer behavior and taking the proven good-better-best approach. Here are three ways to do that.

  • Inspire FOMO (fear of missing out) in your clients with a limited time offer.
  • Encourage choice by leveraging the Goldilocks effect where people are likely to pick the middle option out of three.
  • Address your high-spenders and brand advocates who are likely to spend more at your business.

As a result, you limit price haggling, reveal a client’s real budget, and attract the right people to your business. The varying price points correspond to increases in value as clients focus less on cost and more on what they’re getting.

To help you achieve the consistent revenue you deserve, we’ve collated a list of pricing model examples you may wish to implement in the near future.

Introductory offers

OK, so introductory offers don’t strictly represent a fitness studio business model. However, an attractive deal will help hook new clients and boost those all-important subscriptions. Around 93%  of consumers use discounts and coupons throughout the year, demonstrating the popularity of money-saving promotions. Of course, you’ll need to weigh the initial costs of your offer against the potential gains further down the line. Tried-and-tested examples include:

A free seven-day pass

This is a relatively inexpensive promotion thanks to its short duration. However, it may not work especially well for attracting clients with busy lifestyles who may struggle to attend a gym session.

Unlimited 30-day deal

This promotion, generally 40-50% less than your regular membership, gives clients more opportunities to get to know your fitness studio and instructors. Plus, you’ll incentivize clients to make the most of the offer by charging a small price. People love to bag a bargain—something you can’t gain through a completely free trial.

Ditch the enrollment fee

Getting rid of your enrollment fee for at least a month or two will attract new people without breaking the bank. Plus, without a trial period, your subscribers will be less inclined to unsubscribe shortly after joining.

Joint memberships

Encouraging friends and families to subscribe together to save money is a great way to boost revenue while reducing turnover rates.  Research shows that people who start exercise programs with friends are more likely to complete the course and enjoy working out.

Calendar promotions

People often feel more motivated to change their lives and start exercising at certain times of the year. You could, for example, offer discounts across January for those with New Year’s resolutions or special couples’ memberships for Valentine’s Day.

Social media promotions

Offering discounts for newbie subscribers who shout about your business on social media represents an effective kind of free marketing. You never know – you could end up going viral!

As soon as you’ve welcomed new subscribers through the door, you must work hard to convince them to stay. This is where your long-term fitness studio business comes in.

The pay-as-you-go model

Pay-as-you-go pricing allows people with unpredictable schedules to drop in at times that suit their lifestyle, without having to pay for services they don’t use. You could, for example, sell ‘packs’ of classes in sets of five, 10, or 20. Alternatively, gym-goers could load an online account with money, some of which is deducted every time they swipe into the building.

Providing clients with such options will demonstrate that your fitness studio business model appreciates the difficulty of maintaining a regular workout regime. However, you may lose money if your pay-as-you-go model is too generous. To encourage people to sign up for alternative subscription packages, you should ensure pay-as-you-go deals are your most expensive options and exclude them from marketing materials.

What are the pros?

Reasons to include a pay-as-you-go model include:

  • You can draw revenue from people whose hectic schedules or tight budgets would otherwise prevent them from attending the gym.
  • You can charge a premium for your services, adding a substantial income stream to your standard subscription packages.
  • Your clients will appreciate being able to attend at times that suit their needs. If their circumstances change and they want to exercise more, they will likely continue using your services and switch to a subscription model.

What are the cons?

Reasons to think twice about a pay-as-you-go model include:

  • You’re less likely to encourage retention with this pricing model. If a client wants to try another fitness studio, they can do so at no extra cost.
  • Your revenue may be less predictable and impact your ability to plan for the future. If your pay-as-you-go users stop using the gym for a month or two, you may find yourself in a tough financial position.

The monthly recurring membership model

Monthly recurring memberships represent the most common form of gym membership pricing. Clients will pay a fixed membership per month and, in exchange, can attend a set number of sessions or classes within this timeframe. You may wish to offer several monthly membership packages, ranging from budget options allowing clients to visit once or twice a week to premium packages offering unlimited access to equipment and classes. Just remember to keep your pricing options fair and consistent!

According to recent  stats , recurring memberships represent the most common boutique fitness studio business model and have grown by around 28% over the past decade. So, why are they so popular among consumers and businesses?

  • They pose little risk to business owners, maintaining a consistent revenue stream and building a community of fitness fans.
  • You can track revenue easily and make appropriate contingency plans. If you experience a spate of cancellations, for example, you address the problem using client surveys and improvement strategies.
  • This model is best for regular gym-goers. The more often they visit, the less they pay per workout.
  • Subscription models promote loyalty and retention, particularly if clients achieve tangible results after using your services.

While monthly memberships can help drive retention, there are a few factors to consider before setting your pricing structure in stone, including:

  • Customers may be reluctant to sign year-long contracts, as they feel financially risky. As such, you may wish to consider shorter contracts at a higher price point.
  • Clients may cancel their subscriptions if their commitment levels drop.
  • Staff may struggle to sell long-term memberships, costing your business time and money.

The package or bundle membership model

The package model allows fitness studios to personalize the client experience by allowing them to mix and match the services they would like to use, such as in-person or virtual classes, nutritional plans, workout templates, personal training sessions, personalized workout plans, and other features.

A bundle model may generate the following benefits:

  • Your clients will enjoy greater flexibility and more value for their money.
  • You may attract a more dedicated set of gym-goers who want bespoke services, helping you attract a loyal pool of subscribers.

Before jumping into a mix-and-match model, it’s worth noting that:

  • Flexible packages are more expensive than other subscription models.
  • Providing clients with on-demand services is logistically tricky, particularly if you have a high demand for some staff members at peak times.

The dynamic model

A dynamic model allows clients to pay less for classes during off-peak hours—great news for those looking to fight inflation while keeping fit. For example, you could charge less during traditional work hours or late at night.

A dynamic model could help drive growth in the following ways:

  • You can attract more clients during off-peak hours, ensuring your studio makes as much money throughout the day. In addition, you’ll provide a better client experience by spreading out demand.
  • You’ll retain more members who may want to reduce their fitness budget.
  • You’ll boost class occupancy rates and make the most of your instructors’ time.
  • If you host online services, it doesn’t matter how many clients use services during off-peak hours.
  • Depending on your client base, you may encourage too many people to switch to off-peak hours. As such, you’ll need to carefully consider your pricing.

The third-party subscription model

Partnering with corporate third parties such as  Gympass  or  ClassPass  could be a lucrative way of showcasing your services to gym bunnies who may not have heard about your brand. Of course, you cannot rely on this model alone. However, it could represent a great supplement to your in-house pricing model.

Benefits of the third-party model include:

  • You’ll reach a whole new set of potential clients.
  • You won’t need to spend time and money on marketing.
  • Clients can leave reviews on third-party platforms, helping you make a positive name for your brand.

The limitations of this model include:

  • Although you’ll have access to an additional income stream, you can’t rely on third parties for steady revenue.
  • Clients may only try your classes or services once.
  • You may experience sporadic bookings, meaning your studio could become very full at certain times.

Keen to drive growth? It’s time to perfect your pricing packages!

As you can see, there are plenty pricing models available for fitness studio owners looking to expand their client base and improve retention levels. Fitness fanatics love to pay for high-quality services they’ll actually use—and it’s your job to provide packages that work around clients’ lifestyles. So, take a close look at your budget, staff constraints, marketing strategy, and more, to help you come up with a realistic pricing model that will keep revenue flowing.

If this task sounds a little daunting, WellnessLiving is here to help. Our platform allows gym owners to set up flexible pricing packages and memberships that suit their aims and budgetary constraints. Plus, you can easily create introductory offers , discounts , and gift cards to attract new clients and boost your subscriber base. If that weren’t enough, we also offer built-in rewards systems and on-demand virtual options to help you take the client experience to the next level.

To find out more about WellnessLiving, book a free, no-commitment demo today!

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Why fitness first's business model is so successful.

business model fitness center

Fitness first business model canvas

business model fitness center

Fitness first’s Company Overview

Fitness First is one of the world’s leading health and fitness companies. From a single club opening in Bournemouth in 1993, today we operate a high growth business with over 370 clubs in 16 countries and have 1 million members. Its purpose is inspiring people to go further in life. Across the world we align 10.000 members of staff under this purpose, working to bring health and fitness into more people’s lives

Country: Dorset

Foundations date: 1993

Type: Private

Sector: Consumer Services

Categories: Lifestyle

Fitness first’s Customer Needs

Social impact:

Life changing: motivation, affiliation/belonging, self-actualization

Emotional: provides access, reduces anxiety, wellness, therapeutic value, fun/entertainment, attractiveness, design/aesthetics

Functional: integrates, variety, connects, sensory appeal, reduces risks, organizes, sensory appeal

Fitness first’s Related Competitors

Fitness first’s business operations.

Cross-selling:

Cross-selling is a business strategy in which additional services or goods are offered to the primary offering to attract new consumers and retain existing ones. Numerous businesses are increasingly diversifying their product lines with items that have little resemblance to their primary offerings. Walmart is one such example; they used to offer everything but food. They want their stores to function as one-stop shops. Thus, companies mitigate their reliance on particular items and increase overall sustainability by providing other goods and services.

Customer relationship:

Due to the high cost of client acquisition, acquiring a sizable wallet share, economies of scale are crucial. Customer relationship management (CRM) is a technique for dealing with a business's interactions with current and prospective customers that aims to analyze data about customers' interactions with a company to improve business relationships with customers, with a particular emphasis on retention, and ultimately to drive sales growth.

Customer loyalty:

Customer loyalty is a very successful business strategy. It entails giving consumers value that extends beyond the product or service itself. It is often provided through incentive-based programs such as member discounts, coupons, birthday discounts, and points. Today, most businesses have some kind of incentive-based programs, such as American Airlines, which rewards customers with points for each trip they take with them.

Digital transformation:

Digitalization is the systematic and accelerated transformation of company operations, processes, skills, and models to fully exploit the changes and possibilities brought about by digital technology and its effect on society. Digital transformation is a journey with many interconnected intermediate objectives, with the ultimate aim of continuous enhancement of processes, divisions, and the business ecosystem in a hyperconnected age. Therefore, establishing the appropriate bridges for the trip is critical to success.

Franchising:

A franchise is a license that a business (franchisee) obtains to get access to a business's secret knowledge, procedures, and trademarks to promote a product or provide services under the company's business name. The franchisee typically pays the franchisee an initial startup cost and yearly licensing fees in return for obtaining the franchise.

Integrator:

A systems integrator is an individual or business specializing in integrating component subsystems into a unified whole and ensuring that those subsystems work correctly together. A process is known as system integration. Gains in efficiency, economies of scope, and less reliance on suppliers result in cost reductions and may improve the stability of value generation.

Trialware is software that has an expiration date. The user may use the software fully featured until the trial time expires. At this point, it reverts to a limited functionality (freemium, nagware, or crippleware) or non-functional mode until the user pays the licensing price and gets a registration code to unlock the program. Trialware has established itself as the industry standard for an online software as a Service (SaaS).

Markets are conversations:

For professional services firms, the difference will be made by converting non-engaged customers into engaged customers. Product development will be obsolete. Customer relations and conversations will replace it. By sharing modular and beta products and services with your current and future customers, companies and their customers interact and collaborate in ongoing conversations. Not only will customers find and follow companies in online social networks, but it will also be the other way around as well.

Mobile first behavior:

It is intended to mean that as a company thinks about its website or its other digital means of communications, it should be thinking critically about the mobile experience and how customers and employees will interact with it from their many devices. The term is “mobile first,” and it is intended to mean that as a company thinks about its website or its other digital means of communications, it should be thinking critically about the mobile experience and how customers and employees will interact with it from their many devices.

Dynamic pricing:

This pattern allows the business to adjust its rates in response to national or regional trends. Dynamic pricing is a pricing technique known as surge pricing, demand pricing, or time-based pricing. In which companies establish variable prices for their goods or services in response to changing market conditions. Companies may adjust their rates based on algorithms that consider rival pricing, supply and demand, and other market variables. Dynamic pricing is widely used in various sectors, including hospitality, travel, entertainment, retail, energy, and public transportation.

Referral marketing is a technique for acquiring new consumers by advertising goods or services through recommendations or ordinary word of mouth. While these recommendations often occur spontaneously, companies may influence this via the use of suitable tactics. Referral marketing is a technique for increasing referrals through word of mouth, arguably the oldest and most trusted kind of marketing. This may be done by incentivizing and rewarding consumers. A diverse range of other contacts to suggest goods and services from consumer and business-to-business companies, both online and offline.

Subscription:

Subscription business models are built on the concept of providing a product or service in exchange for recurring subscription income on a monthly or annual basis. As a result, they place a higher premium on client retention than on customer acquisition. Subscription business models, in essence, concentrate on revenue generation in such a manner that a single client makes repeated payments for extended access to a product or service. Cable television, internet providers, software suppliers, websites (e.g., blogs), business solutions providers, and financial services companies utilize this approach, as do conventional newspapers, periodicals, and academic publications.

Pay as you go:

Pay as you go (PAYG) business models charge based on actual consumption or use of a product or service. Specific mobile phone contracts work on this principle, in which the user may purchase a phone card that provides credit. However, each call is billed separately, and the credit balance is depleted as the minutes are used (in contrast to subscription models where you pay a monthly fee for calls). Pay as you go is another term for pay & go, pay per use, pay per use, or pay-as-you-go.

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Fitness for Success Business Model Canvas

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Financial Model, Business Plan and Dashboard Templates - FinModelsLab

Workout Gym Business Model Canvas

$15.00 $9.00 1 review

Instant Download, Editable on MAC & PC

Resources On Workout Gym

  • Financial Model
  • Business Plan
  • Value Proposition
  • One-Page Business Plan
  • SWOT Analysis
  • Description
  • 1. Key Partnerships
  • 2. Key Activities
  • 3. Key Resources
  • 4. Value Propositions
  • 5. Customer Relationships
  • 6. Channels
  • 7. Customer Segments
  • 8. Cost Structure
  • 9. Revenue Streams

Introduction

The fitness industry has experienced exponential growth in the last decade. According to Statista, the health, fitness, and gym industry was valued at approximately £12.76 billion in 2019 globally, and this figure is forecast to continue to rise in 2021. As people become more health-conscious, there is a growing demand for fitness services and facilities, offering an excellent opportunity for entrepreneurs.

To meet this demand, one ambitious startup is launching a Workout Gym. With a variety of fitness classes and equipment to cater to all fitness levels, the gym is designed to give people the motivation they need to reach their individual goals. Classes such as aerobics, Pilates, yoga, and kickboxing, along with access to state-of-the-art exercise machines, will be available for members. Additionally, personal trainers will be available for guidance and consultation.

The aim is to provide a positive, welcoming space for people to safely achieve their fitness goals – and these members will have a variety of options to choose from. Let’s explore the features of the Workout Gym in further detail to get an idea of what it will offer potential customers.

Business Plan

Workout Gym Business Plan

$59.00 $39.00 DOWNLOAD

Key Partnerships

Establishing key partnerships is essential for any business, especially for a workout gym. Moreover, these alliances are forged for various requirements like obtaining resources, accessing financial support, or expanding the visibility of the company.

  • Fitness instructors – Forming a partnership with experienced fitness instructors is key to developing a successful workout gym. Partnering with fitness instructors can provide in-depth experience for customers, ensure best practices, and optimize the overall efficiency of the gym.
  • Equipment suppliers – Working with fitness equipment suppliers is necessary for stocking up machines and other furnishing. Furthermore, forming a partnership with these suppliers can unlock discounts, receiving manuals, and pre-set up service.
  • Fitness organizations – Joining forces with great fitness organizations can be effective in expanding the business operations. Moreover, they provide great opportunities to partner in events, increase trust of customers, and getting access to collective research.
  • Sports stores – Collaborating with local sports stores can benefit the business in various aspects. For example, the gym can offer a section for equipment in stores, access promotional materials, and benefit from additional resources.

Key Activities

Develop and Manage Schedules: One of the key activities of a workout gym is to develop and manage the schedules for group fitness classes. This includes understanding the goals of the users, designing the sessions that will help them to achieve those goals and designing a class schedule that will be convenient for the users. The gym must also ensure that all of its classes are adequately staffed.

Maintain and Service Fitness Equipment: Workout gyms must also maintain and service their fitness equipment on a regular basis. This includes checking for any worn or broken parts and replacing them accordingly, regularly cleaning and sterilizing gym equipment to ensure a hygienic environment, and ensuring that all machines are functioning properly.

Manage Facility Bookings: The gym should also manage any bookings for private parties or events. This includes ensuring that all necessary paperwork is adequately completed and submitted to the relevant authorities when needed. It is also important to set up and manage the gym to ensure that the facility can accommodate the number of people at the event.

Conduct Member Orientations: Lastly, it is important to conduct member orientations to the gym. This helps to ensure that the members have a good understanding of the facility, any rules and regulations that apply, and what services the gym has to offer them. Orientations also helps to ensure that members are aware of the gym's safety guidelines and best practices.

Key Resources

The resources needed to operate our Workout Gym business can be divided into two main categories: personnel and physical equipment. In order to accurately and efficiently deliver the best service to our customers, we need to employ personnel that can provide a quality exercise experience as well as manage the front office activities.

  • Fitness instructors: Experienced and certified trainers that can safely provide our members with a high-quality exercise experience.
  • Front office staff: Efficient staff members that can manage our day-to-day activities, including membership processing and customer queries.

Physical Equipment

  • State of the art fitness equipment: An array of advanced exercise machines and equipment to accommodate different fitness levels.
  • Clean and welcoming facility: An hygienic, well-maintained, and inviting environment that entices potential customers to become members.

Value Propositions

At our Workout Gym, we seek to provide a safe and welcoming facility for people of all fitness levels and offer a variety of challenging and unique group fitness classes. We want our members to experience the most advanced fitness technologies and to be able to workout with leading-edge equipment, challenging classes and various long-term packages that are economically feasible to all.

  • Safe and welcoming environment
  • Variety of challenging and unique group fitness classes
  • Advanced fitness technologies with state-of-the-art equipment
  • Affordable memberships & packages

Customer Relationships

  • Conduct customer outreach and feedback surveys to gain insights into customer preferences.
  • Provide one-on-one consultations with personal trainers to provide tailored advice.
  • Engage with customers through various social media platforms to keep them updated on promotions and special offers.
  • Respond to customer queries by phone and online in a timely and friendly manner.

The Workout Gym business model canvas proposes using several channels to engage with customers, build awareness and promote services. The channels are:

  • Direct mail, email campaigns and targeted advertising
  • Website and social media platforms to advertise services and engage with customers
  • Word of mouth and referrals

Customer Segments

Customers of a Workout Gym could include:

  • People who are looking to begin a fitness program
  • People who are seeking more challenging fitness classes
  • Fitness enthusiasts who are seeking unique and specialized fitness classes

Cost Structure

Costs associated with running a workout gym can be broken down into the following:

  • Rental costs for the facility, plus any maintenance necessary to keep all equipment running optimally.
  • Salaries for fitness instructors, support staff, and any other necessary personnel.
  • Advertising and marketing costs, to reach new members and to promote special offers.

Revenue Streams

AWorkout Gym can generate revenue by charging membership fees, revenue from private facility bookings, and fees for personal training sessions.

  • Membership fees: A one-time or recurring membership fee for members to use the gym and its amenities.
  • Revenue from private facility bookings: Customers can rent private rooms in the gym exclusively for their personnel exercise activities, parties, and other events.
  • Fee for personal training sessions: Customers can seek personalized training guidance from the gym's personal trainers for an additional fee.

The development of a Business Model Canvas for a Workout Gym has explored, in detail, the most important factors that contribute to the success of the organization. The analysis presented in this document outlines that a clear focus on customer segments and value propositions is essential to stand out in a crowded industry. Furthermore, a detailed focus on viable business opportunities through partnerships, alliances and new ways of distribution, presents an interesting array of ways to achieve long-term growth and sustainability. By leveraging the completed Business Model Canvas, the Workout Gym has the tools they need to create a successful and profitable business.

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Moscow's High Rise Bohemia: The International Business District With No Business

business model fitness center

  • Written by Dario Goodwin
  • Published on March 17, 2015

The Moscow International Business Center (Also known as Moskva-City ) was meant to be Russia ’s ticket into the Western world. First conceived in 1992, the district at the edge of Moscow’s city center is intended to contain up to 300,000 inhabitants, employees and visitors at any given moment and, when completed, will house over 4 million square meters of prime retail, hotel and office space to create what the Russian government desired most from this project: an enormous financial district that could dwarf London’s Canary Wharf and challenge Manhattan . Twenty three years later though, Moscow-based real estate company Blackwood estimates that as much as 45% of this new space is entirely vacant and rents have plummeted far below the average for the rest of Moscow. The only press Moskva-City is attracting is for tenants like the High Level Hostel , a hostel catering to backpackers and other asset-poor tourists on the 43rd floor of the Imperia Tower , with prices starting at $25.50 for a bed in a six-person room. This is not the glittering world of western high finance that was envisioned back in the post-Soviet 90s; but what has it become instead?

business model fitness center

As one might expect from a project of this sheer ambition, Moskva-City has a troubled past. The economic crash in 2008 hit Russia hard enough to evict the previous Mayor of Moscow , Yuri Luzhkov, who had been a cheerleader for the district, and replace him with the considerably more austere Sergei Sobyanin, who famously declared that the whole idea was an “urban planning mistake.” But as recently as 2013, the Wall Street Journal was triumphantly claiming that Moskva-City had risen from the dead, citing 80% occupancy rates and glowing quotes from industry insiders claiming that Moskva-City was the "place to be." Driven by record highs in oil prices, Moscow looked poised to become the next Dubai .

Instead, Moscow is now in the grip of an economic winter prompted by western sanctions and drops in the price of oil. The large financial groupings that Moskva-City was meant to shelter have been warned off by their inability to issue credit to international markets, for example - but Moskva-City isn’t just an Empire State Building left empty by the Great Depression.

A fundamental problem that is holding Moskva back compared to the rest of Moscow is the simple fact that currently, getting to Moskva-City is nigh-on impossible at peak hours. Moscow has long been plagued with transport problems, ever since the government failed to match the dramatic expansion of the city with a dramatic expansion of the transport system after the Second World War. Despite being only 2.5 miles from the Kremlin , Moskva-City is only just inside the ring road that bounds the city center and which acts as the only real transport link to it (and as a result, is clogged by construction vehicles.) A railway and metro hub has been finished, but so far only runs a one-stop shuttle service to the closest Metro station that is actually integrated with the rest of Moscow Metro. The isolation of the outer districts is a large, negative part of the Moscow psyche, and it’s not surprising that this is driving away the globetrotting financial elite this project was meant to attract.

business model fitness center

The project is managed by architectural practice No.6, which is a constituent part of the large Moscow based practice Mosproject-2 , which is itself a public corporation headed up by Mikhail Vasilyevich Posokhin, who is apparently the “People’s Architect of Russia.” Despite all this state involvement, the project has still managed to become bogged down in bureaucratic infighting - each lot is managed and developed individually, which has led to developers competing for occupants by slashing rates.

Much has been written about the way modern financial districts and towers that inhabit them can be unwelcoming, forbidding or even hostile by design, but the skyscrapers of Moskva-City seem even less friendly than usual. The site - a former stone quarry, chosen out of necessity as the only place in the city center where a new district could be plausibly constructed - is isolated both physically and visually, leaving the cluster a stark anomaly on the city skyline. Even the names seem more imposing than optimistic now: Imperia, City of Capitals , Steel Peak.

business model fitness center

The Mercury City Tower , so far the tallest completed building on the site, is officially “a strong reference to Russian constructivism, [which] gives the tower a strong vertical thrust similar to the one found in New York's Chrysler building .” It would be easy to criticize the Mercury City Tower for picking ‘inspirations’ that are so totally opposed to each other - The Chrysler building the defining emblem of American pre-crash confidence and Constructivism created with the express purpose (especially architecturally) of extending the Bolshevik revolution into a social revolution - but the way they smash those two inspirations together is almost beautifully ironic.

business model fitness center

Even though the High Level Hostel is less an asset to a financial district than it is a PR problem, it’s been a huge success since opening in September, already ranked 27th out of 766 hostels in Moscow by TripAdvisor. According to the management agency for Moskva-City , 58% of the new occupant signings this year have been non-financial, including a number of small to medium size businesses. Other areas of office space have been occupied by a restaurant and a culinary school, while another space has been redeveloped into a 6,000 seat theater.

While Moskva-City is failing to be a financial district that could take on the world, it’s inadvertently becoming a humanized space catering to the very groups that the Russian economic miracle left behind. Taking advantage of rents lower than the rest of Moscow , the world class facilities and the sheer desperation of the developers, the humanization of Moskva-City could well create the world’s first high-rise bohemia.

business model fitness center

Of course, these are not spaces designed for a community, or even for people: these are spaces designed for money, and there’s little scope for changing something that seems so baked into the design of Moskva-City . The High Level Hostel is trading off of the irony of being a hostel in a banking tower, but it’s perfectly possible that at some point people will no longer find this joke funny (especially in a building that seems hostile to the very idea of humor). The isolation of Moskva, even though it allowed this community to spring up in the first place, is just as detrimental to a humanized district as it is to a financial one: even bohemians need to move around the city, or the district risks becoming a black-spot instead of a hot-spot.

Moskva-City’s isolation won’t last forever. The end of construction will open the roads up to traffic, and plans to properly integrate the spur lines of the Metro in this area into the wider system are well under way. The integration of the district will inevitably push up rents, and the Russian economy will eventually boom once again. When that happens, Moskva-City is prime territory to be reconquered by the giants of international finance, and it seems unlikely that the municipal or national governments would want to step in to protect this accidental district. For now, though, the towers capture perfectly this moment of Russia ’s schizophrenic understanding of its place in the world.

business model fitness center

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Moscow International Business Center (Moscow City)

  • Guide to Russia

What can you do at Moscow City?

  • Dine in style: Moscow City is home to 100+ cafes and restaurants, including Europe’s highest restaurant and ice-cream shop
  • See Moscow like never before: Ascend to one of Moscow City’s observation decks for an unparalleled panorama of Moscow
  • Admire world-class architecture: Each of Moscow City’s skyscrapers has distinctive architecture and design
  • Learn something new: Visit the Museum of High-Rise Architecture in Moscow or the Metro Museum

Moscow City is a multifunctional complex in the west of Moscow, which has come to represent the booming business of Russia’s capital. Its skyscrapers enrich Moscow’s skyline, contrasting the medieval cupolas and Stalinist high-rises. Visitors to Moscow City can enjoy entertainment high in the sky, as the complex is home not just to offices, but to restaurants, cinemas, viewing platforms, and museums.

Moscow International Business Center (Moscow City)

Photo by Alex Zarubi on Unsplash

History of Moscow City

Moscow City was first conceived in 1991 by honoured Soviet architect Boris Tkhor, who proposed to construct a business center in Moscow. It would be complete with gleaming skyscrapers rivalling those of New York and London, to reflect the new life and growing ambitions of post-Soviet Russia.

The chosen site was a stone quarry and disused industrial zone in western Moscow, in between the Third Ring Road and Moskva River. Initially, the territory was divided into 20 sections arranged in a horseshoe shape around a central zone. The skyscrapers would increase in height as they spiralled around the central section, with shorter structures built on the waterfront to give the taller buildings behind a view of the river. 

Architect Gennady Sirota, who contributed to iconic projects such as the Olympic Sports Complex on Prospekt Mira, was selected as the chief architect, and many other world-famous architects were attracted to Moscow to realise their visions in Moscow City.

What can you see and do at Moscow City?

Where Moscow’s cityscape was once dominated by Stalin’s Seven Sisters skyscrapers , this is no more. Moscow City is home to eight of Russia’s ten tallest buildings, six of which exceed 300 metres in height. More buildings are still under construction there today, including the One Tower (which will be Europe’s second-tallest building). Once completed, Moscow City will comprise more than 20 innovative structures.

Each of Moscow City’s skyscrapers was designed by its own architect, lending the cluster of skyscrapers a unique appearance. Aside from being a site of architectural wonder, Moscow City is a place for leisure and entertainment with over 100 cafes and restaurants, exhibition spaces, cinemas, viewing platforms, and more.

Photo by Nikita Karimov on Unsplash

Federation Tower

  • East Tower: 374m, 97 floors; West Tower: 243m, 63 floors
  • Completed in 2017
  • Architects: Sergey Tchoban and Peter Schweger

The East Federation Tower is the tallest building in Moscow, and the second-tallest building in Europe after the Lakhta Centre in St Petersburg. Visitors can enjoy a luxurious meal of seafood, truffles or steak at restaurant ‘Sixty’ on the 62nd floor of the West Tower, or visit Europe’s highest observation deck, ‘Panorama 360’, on the 89th floor of the East Tower.

Did you know? The ice cream and chocolate shop on the 360 observation deck are the highest in the world!

  • South Tower: 354m, 85 floors; North Tower: 254m, 49 floors
  • Completed in 2015
  • Architect: Skidmore, Owings & Merrill LLP

The South OKO Tower is the third-tallest building in Russia and Europe. Here, you can visit ‘Ruski’ to dine on hearty Russian cuisine cooked on a real Russian stove, and have a drink in the ice bar. Alternatively, visit restaurant, nightclub and performance space ‘Birds’; the restaurant is the highest in Europe, situated on the 86th floor roof terrace alongside an observation deck. The OKO Towers are also home to karaoke club ‘City Voice’.

Did you know? Underneath OKO Towers is the largest underground parking in Europe, with 16 levels and 3,400 parking spaces.

Mercury Tower

  • 339m tall, 75 floors
  • Architects : Mikhail Posokhin, Frank Williams, Gennady Sirota

Another multifunctional skyscraper, which was designed as the first truly ‘green’ building in Moscow. The Mercury Tower has a distinct geometric shape and copper-coloured glazing, and was the tallest building in Europe upon completion. Visit ‘More i myaso’ (Sea and meat) on the first floor of the tower to enjoy European and Mediterranean cuisine whilst surrounded by greenery. On the 2nd and 40th floors a modern art gallery, the ‘ILONA-K artspace’, has just opened.

City of Capitals

  • Moscow Tower: 302m, 76 floors; St Petersburg Tower: 257m, 65 floors
  • Completed in 2009
  • Architect: Bureau NBBJ

The unique geometric design of the City of Capitals towers resembles stacks of rotating blocks, and is rooted in Constructivism of the early Soviet period (many Soviet Constructivist buildings can be found in Moscow). Visitors to the Moscow Tower can enjoy a range of cuisines – traditional Italian dishes on the summer terrace of ‘Tutto Bene’, Panasian cuisine in the tropical luxury of the ‘Bamboo Bar’ on the 1st floor’, and poke or smoothie bowls at ‘Soul in the Bowl’ cafe on the 80th floor.

Tower on the Embankment

  • Tower A: 84m; Tower B:127m; Tower C: 268m, 61 floors
  • Completed in 2007
  • Architects: Vehbi Inan and Olcay Erturk

After completion, the Tower on the Embankment was the tallest building in Europe, and is now the 13th tallest. It houses the headquarters of several large Russian and international  companies, including IBM and KPMG. There are two cafes located on the 1st floor of Tower C – self-service café ‘Obed Bufet’ (Lunch Buffet) and Bakery Chain ‘Khleb Nasushchny’ (Daily Bread).

Evolution Tower

  • 255m tall, 54 floors
  • Architects: Philip Nikandrov and RMJM Scotland Ltd

Evolution is Moscow City’s most recognisable tower, and the 11th tallest building in Russia. Its façade is a true architectural marvel, comprising continuous strips of curved glazing spiralling high into  the sky. According to the architect, Philip Nikandrov, the spiral shape of the tower honours centuries of architectural design in Russia, from the onion domes of St Basil's Cathedral to Vladimir Shukhov’s Tatlin Tower, a masterpiece of Constructivist design. Outside the Evolution tower is a landscaped terrace and pedestrian zone descending to the Presnenskaya Embankment, which was also designed by Nikandrov.

Did you know? Moscow’s largest wedding palace was supposed to be built on the site of the Evolution tower, though the project was abandoned.

  • 239m tall, 60 floors
  • Completed in 2011

Imperia’s interesting design has a curved roof and an arched glass façade. Inside the tower are various cafes including ‘City Friends’ for all-day breakfasts and light lunches, ‘Mama in the City’ for simple meals of Russian cuisine, and ‘abc kitchen’ for European and Indian-inspired dishes. Alternatively, visit ‘High Bar’ on the 56th floor for cocktails with a view. In Imperia you’ll also find the Museum of High-Rise Construction in Moscow (suitably located on the 56th floor), and the Camera Immersive Theatre.

Did you know? Inside Vystavochnaya metro station is the Metro Museum , dedicated to the history of the beautiful Moscow Metro!

  • 130m tall, 26 floors
  • Completed in 2001
  • Architect: Boris Tkhor

Tower 2000 was Moscow City’s first tower. It stands on the opposite bank of the Moskva River, and houses a viewing platform from which visitors can admire an unparalleled panorama of Moscow City. The Bagration Bridge reaches across the river from the tower to Moscow City, and underneath are piers from where you can take boat trips.

Photo by Alexander Popov on Unsplash

Afimall is Moscow’s largest entertainment and shopping complex, home to 450 shops, cafes and restaurants, a cinema, and a virtual-reality game park. The shopping centre is located in the central section of Moscow City, and a cinema and concert hall are currently under construction there.

What’s nearby?

Sechenov Botanical Gardens: The botanical gardens of the First Moscow State Medical University was created for students’ training and research in 1946. Today it is open for free visits, and is home to a large arboretum.

Park Krasnaya Presnya: This park belonged to the Studenets estate of the Gagarin princes. It is a monument of 18th and 19th century landscaping, with Dutch ponds, ornate bridges, and tree-lined alleys. There are also sports facilities, sports equipment rental, and cafes.

Botanical Gardens

Photo by Akkit  on Wikipedia

Essential information for visitors

Website: https://www.citymoscow.ru/

Email: [email protected]

Phone: +7 (495) 730-23-33

Nearest metro: Mezhdunarodnaya (closest to the skyscrapers), Delovoy Tsentr (underneath Afimall), Vystavochnaya (closest to Expocentre)

Related Tours

Moscow - St. Petersburg 3-star cruise by Vodohod

Moscow - St. Petersburg 3-star cruise by Vodohod

This is our most popular cruise covering Moscow and St. Petersburg and all of the significant towns between these 2 cities. Besides the Two Capitals, you will visit the ancient towns of Uglich, Yaroslavl and Goritsy, the island of Kizhi, and Mandrogui village.

Cruise Ship

Two Capitals and the Golden Ring

Two Capitals and the Golden Ring

This tour covers the best sights of Moscow and St. Petersburg along with a trip to the Golden Ring - a group of medieval towns to the northeast of Moscow. Ancient Kremlins, onion-shaped domes and wooden architecture is just a small part of what awaits you on this amazing tour.

Accommodation

PRIVATE TOUR

Classic Moscow

Classic Moscow

This is our most popular Moscow tour that includes all the most prominent sights. You will become acquainted with ancient Russia in the Kremlin, admire Russian art in the Tretyakov Gallery, listen to street musicians as you stroll along the Old Arbat street, and learn about Soviet times on the Moscow Metro tour.

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IMAGES

  1. SIEP 3 ( BUSINESS MODEL CANVAS OF POWER MANIA GYM )

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  2. FREE Fitness Business Plan Template

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  5. Fitness Center Gym Business Plan

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COMMENTS

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  3. 19 Most profitable gym business models

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    Model #1: Calculating how many classes/clients you need for $10k/month Model #2: Semi-Private Training-Price Point, Pros and Cons Model #2: The ratio you need to be successful, depending on your experience and ability to manage client experiences at scale Model #3: Private Training-Price Point, Pros and Cons

  8. Gym Business Plan: Building a Roadmap for Fitness Center Success

    23 Oct 2023 Facebook Twitter LinkedIn In this comprehensive guide, we'll show you how to craft a winning gym business plan that sets you on the path to success. If you're passionate about fitness and looking to transform that passion into a thriving business, starting a gym business might be the perfect venture for you.

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  11. Which Gym Business Model Is Best for Your Fitness Business?

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  12. Pros & Cons: What Fitness Studio Business Model is Right for You?

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  19. How Life Time Fitness combines the workplace and the gym

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    March 17, 2015. The Moscow International Business Center (Also known as Moskva-City) was meant to be Russia 's ticket into the Western world. First conceived in 1992, the district at the edge of ...

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    The Moscow International Business Center (Also known as Moskva-City) was meant to be Russia 's ticket into the Western world. First conceived in 1992, the district at the edge of Moscow's city ...

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    Moscow-City is the main business area of Russia's capital. The idea to build a huge office center by the Moskva River arose at the end of the Soviet era. The project was approved in 1991. The design was developed by Mosproekt-2, headed by Boris Tkhor. During Soviet times, he worked on many major modernist projects: he designed high-rise ...

  23. Moscow International Business Center (Moscow City)

    255m tall, 54 floors. Completed in 2015. Architects: Philip Nikandrov and RMJM Scotland Ltd. Evolution is Moscow City's most recognisable tower, and the 11th tallest building in Russia. Its façade is a true architectural marvel, comprising continuous strips of curved glazing spiralling high into the sky.