How to Launch a Fitness Center

by Adella Pasos July 17, 2018
how to launch a fitness center

Gym – Fitness Center Business Plan Template

Are you thinking about starting a gym or fitness center business? If YES, here is a complete gym and fitness center business plan template, checklist and profit plan you can use to get started today.


Why Start a Fitness Center?

If you very much agree with the saying that goes ‘ health is wealth’, then you may also very well agree that one of the ways of staying healthy is by keeping fit and having a good BMI. It is very important to not be complacent when the issue of staying fit comes to fore. This is one of the reasons why there has been the craze for fitness lately all over the globe. Those who are particular about staying fit know that it is a part of life

In the United States of America for instance; the rate at which folks get obese have continued to be an alarming thing. This is no thanks to the junk type of diet that these folks subject themselves to. However, truth is that one can curb being obese and even totally eradicate those unwanted fats in the body by simply enrolling in a gym and eating healthy. This is one of the sole aims which those who are in the gym business try to pass across.

How Easy Is It to Start a Gym Business?

Starting a gym is a very interesting and profitable venture. This is because much more than wanting to help other people realize their weight goals, you also can keep and stay fit always.

It is pertinent to state that it might be a little capital intensive, as you will have to procure all valuable and vital exercising equipment that will promote your business. You do not want to be found wanting when clients call for certain types of equipment. You will also need to hire the best of instructors that can assist the people reach their goals pretty faster and systematically.


Starting a Gym Business – Sample Business Plan Template

1. Determine your target market

You will need to conduct research or carry out a survey to find out the age, sex, and physical activity level of the residents in the area you wish to target. As such, a gym marketing plan will be needed. This is very important, as the demographics will determine the type of services you will render at your gym.

Examples of individuals to target include seniors, women and stay-at-home parents with children, busy individuals, and so on. You must bear in mind that the class of people you choose to target and the type of services you plan to render will determine the types of facilities you will need in your gym.

2. Learn more about the business

You can visit a gym in your locality and meet the owner or manager. Tell them about your plans to start a gym business. And ask them vital questions about the business, such as the required startup and running costs, the required facilities, the likely challenges and pitfalls, and the shortcuts to success.

3. Write your business plan

Having gained enough insight into the business from the previous steps, you should develop a detailed business plan for your gym business. This plan should not only outline how you plan to sustain the gym from an economic standpoint, but should also discuss your marketing and promotional plans, unique selling points, target market, and competition. Your business plan should also include the estimated costs of maintenance and repair of the gym’s equipment, hiring fitness instructors (if necessary), and projected yearly revenue.

Not only will a good business plan ease the process of starting your business, but it will also help you keep focused as you strive to grow your business with time. And it will come in handy when you need funding from investors or lenders. Here is a sample gym business plan template to help you get started.

4. Obtain necessary licenses and permits

Apply for business licenses and permits. In virtually all countries, opening a business requires owners to register and adhere to certain regulatory laws. You will have to find out more on the required business licenses and permits in your state or country.

5. Choose a good location

If you have chosen a location before deciding on your target market, then your target market will be dictated by the dominant group of people in that location.

However, if you decided on your target market without a location in mind, then you will need to find a location where your target market lies. For example, if you have already planned to set up your gym for the elderly, you will need to find a location in communities with large groups of retirees. Similarly, a gym designed for busy people with full-time jobs should be placed in areas where these people dominate.

You must choose a location that people can access easily without any restrictions. For example, a location without parking space around is bad for a gym business, as some people customers come from longer distances.

6. Purchase the needed equipment

You can then buy the equipment you will need in your gym. While you may want to cut costs by buying used equipment, you must be sure to test the equipment before parting with your money. In addition, you must find out the warranty status of the used equipment.

If it is still under warranty, then you can have them repaired free of charge should they get damaged. If the equipment is no longer under warranty, you should hire an expert to examine the products from a safety standpoint before buying it.

7. Decorate your gym facility and start business

Install your fitness equipment and decorate your gym. Hire your staff and launch your advertising campaign. For a start, you can hire independent contractors to cut costs.


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Writing a Business Plan

One of the basic steps that you will need to take if you want to start on the right path of any business at all is by writing a business plan. This also applies to the gym business. You will need to put pen down the various sales projections you have, your vision, mission and all what not. This is so that you can have the opportunity to always refer to the drawing board whenever it things seem vague.

Writing a business plan to many may not come easy, but the truth is that you can use an existing template to write yours. Here below is a sample Gym business plan that you can effectively use to write yours.

A Sample Gym & Fitness Center Business Plan Template

Gym Business Overview

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

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

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

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

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

Researchers, engineers, health and fitness experts are always improvising and inventing fitness equipment that can help people and gym owners achieve their aims. Although gym equipment can be expensive, but the truth is that most of the equipment last longer if they are well utilized. Aside from the fact that they last longer, acquiring any gym equipment is an investment that is worth the while.

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

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

Sample Fitness Center Business Plan Template – MARKET ANALYSIS

  • Market Trends

The trend in the gym and fitness industry is such that if a gym is well positioned in a residential area or a place where people can easily access without much stress, there is the likelihood that the gym will enjoy high patronage.

Just like in other business venture, the owner of gyms and fitness clubs are always looking for ways to increase their market share; they go as far as signing deals with high schools and also offer home services. What they do is that they offer pro bono services for a period of time, and then thereafter introduce a fee gradually and before too long they would have successfully converted some of the people that benefited from their pro bono services to loyal members.

It is common trend that as gyms grow, it becomes necessary for them to develop new service offerings or install new facilities that will help them attract more people. Little wonder some gyms now have juice bars within their facility to encourage people towards healthy drinking. In order words, it is very important for gyms to continue to improvise if they want to grow their business and generate their target revenues.

  • Our Target Market

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

The first group is the people who are looking towards shedding some weight through proper exercising and under the guidance of a qualified instructor. The other group of people are those who are interested in building their biceps (bodybuilding), and the last group of people are those who just want to enroll for cardio sessions under the watchful eyes of a qualified trainer. These sessions are a combination of light weights, treadmills and bikes.

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

  • Corporate Executives
  • Business People
  • Celebrities
  • Retirees
  • Actors and Actresses
  • Household
  • Sportsmen and Sportswomen
  • Students
  • Young Couples
  • Children
  • Young adults

Our Competitive Advantage

Fit as Fiddle Gym and Fitness Club is centrally located in a densely populated – residential area in Irving, Texas; this is obviously going to give us an edge amongst our competitors. We equally have a team of highly qualified professionals who will work with all our clients to achieve their aims or enrolling in our gym and lastly our membership package is one of the best that anybody living in Texas can get; it is cheap and affordable.

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

Sample Gym Business Plan Template – SALES AND MARKETING STRATEGY

Marketing Strategy and Sales Strategy

Our marketing strategies will be directed towards achieving specific objectives that support the strategic goals of the organization. The truth is that all that we do will be geared towards creating new market channels, increasing sales and increase our market share. We will leverage on improving on our services and facility to ensure that we win new clients and retain old members.

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

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

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

99 designsOur Pricing Strategy

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

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

Sample Gym & Fitness Business Plan Template – SALES AND MARKETING STRATEGY – INCOME SOURCES

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

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

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

  • Payment by cash
  • Payment by check
  • Payment via Point of Sale (POS) Machine
  • Payment via online bank transfer (online payment portal)
  • Payment via Mobile money

In view of the above, we have chosen banking platforms that will help us achieve our payment plans without any difficulty.

Sample Fitness Center Business Plan Template – Publicity and Advertising Strategy

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

We have been able to enter into alliance with key stakeholders in Irving, Texas to help us use their good will to promote our business. We will ensure that we leverage on all conventional and non – conventional publicity and advertising technique to promote our gym and fitness club. Here are the platforms we intend leveraging on to promote and advertise Sean and Sharon Hotel, Las Vegas;

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

Our Client Retention Strategies (Ways to Improve Our Customer Experience)

No doubt, if a company is able to achieve over 60 percent retention the company will sure experience huge turn over and such company can comfortably be classified as a thriving company. This is why we have perfected plans on how to improve our customer experience from time to time and to continue to improve on our customer’s retention.

These are the methods we intend utilizing when it comes to improving our customer experience so that we can create a good impression and generate repeated business from them:

  • Ensure that we only higher qualified and highly trained trainers / gym instructors
  • Ensure that our membership fee is highly competitive and we will create different packages for different class of clients
  • Ensure we get feedback from our customers at all times
  • We will create a system where points will be awarded to loyal customers – a point-based system for redeemable rewards.
  • Make use of effective customer relationship management (CRM) software to effectively manage our clientele base.
  • Ensures that we carry our customers along when making decisions that directly affect them.

Possible Ways We Intend Offering Incentives to Our Customers / Clients (Bonus, Discounts, etc)

It has been proven over and over again that any business that aims towards building a good relationship with its customers and increase repeated business must be willing to give out mouth – watering incentives from time to time not only during special occasions.

As a matter of fact any company to gives out incentives on a regular basis will not only retain their customers, but they will also continue to attract new customers. So we will go all out to continue to reward our loyal members with incentives on a regular basis.

Part of the incentives that we intend dishing out to our highly esteemed members is to give them discount on their membership fee whenever they renew their membership with us or when they bring in new members.

We will also create a loyalty plan that will enable us reward our loyal members who refers our gym house and fitness club to their family members, friends and colleagues. Part of what we intend doing to reward our members is to give them discounts anytime they patronizes our services or purchase gym equipment from us.

We will also ensure that we give members of our gym and fitness club gifts during special occasions like Christmas, New Year, Thanksgiving, Independence Celebrations and Easter et al.

  • After Sales Service and Client Support Services

The fact that we are going to be selling gym and fitness equipment means that we will make provision for after sale services. After sales services as it relates to our gym business is that once we sell any gym and fitness equipment, we will take it upon ourselves to ensure that we assist our customers in installing the gym and fitness equipment in any location of their choice and also we will be available for maintenance and repair of the gym and fitness equipment.

As regard customer support services we are not going to handle it with slackness, we will maximize our customer relationship management software applications so as to keep in touch with all our members. We will make sure we carry them along when we have any promo that we know will benefit them and also to make sure they are satisfied with our services and to give them the opportunity to lodge their complaints if they do have any.

Start – Up Expenditure (Budget)

These are the types of exercise equipment that we will make available in our gym and fitness center;

  • Resistance bands
  • Weight machines
  • Flexion machines
  • Pull-up bars
  • Wall bars
  • Weight training
  • Elliptical trainer
  • Street Strider (elliptical cross trainer on wheels)
  • Exercise machine
  • Dumbbell
  • Kettle bell
  • Exercise
  • Fitness (biology)
  • Treadmills
  • Hojo undō
  • Pull-up bar
  • Medicine balls
  • Boxing Gear
  • Gym flooring
  • Barbells
  • Cable Attachments
  • Weight plates
  • Benches
  • Wearable items as proper footgear, gloves, and hydration packs.
  • Filing Cabinets
  • Notice board
  • Employee Uniform

Generating Funding / Startup Capital for Fit as Fiddle Gym and Fitness Club

Fit as Fiddle Gym and Fitness Club is a family business and it will be financed by the owner who is also the gym manager. These are the areas where we intend sourcing for fund for Fit as Fiddle Gym and Fitness Club;

  • Generate part of the start – up capital from personal savings and sale of his stocks
  • Generate part of the start – up capital from family members and friends (soft loans and gifts et al)
  • Generate a larger chunk of the startup capital from the banks (loan facility).

Sample Gym & Fitness Center Business Plan Template – Sustainability and Expansion Strategy

We are in business to make profits and to build a popular gym and fitness brand in Irvin, Texas, hence we must do all it takes to grow the business and to ensure that the business survives generation after generation. Part of the plans we have put in place to sustain our business is to ensure that we continue to deliver quality services, acquire latest gym and fitness equipment and improvise on better and cheaper packages four members and intended members.

Our workers will sure continue to enjoy working with us because we will deliberately make it our work environment very conducive and accommodating. Furthermore, we are quite aware that our customers are key components to the growth and survival of our business hence we are going to continuously engage them to give us ideas on how to serve them better. We will not waste time in diversifying our services; expand our product and service offerings once the need arises.

Want to start up fast and for the low? Complete this checklist:



  • Opening of Corporate Bank Accounts various banks in the United States: Incomplete
  • Opening Online Payment Platforms like PaypalStripe or Square: Incomplete
  • Application and Obtaining Tax Payer’s ID: Incomplete
  • Application for business license and permit: Incomplete
  • Securing a standard office facility (renovation of the facility inclusive): Incomplete
  • Purchase of All form of Insurance for the Business: Incomplete
  • Generating part of the startup capital from the founder: Incomplete
  • Applications for Loan from our Bankers: Incomplete
  • Writing of Business Plan: Incomplete


  • Drafting of Employee’s Handbook: Incomplete
  • Drafting of Contract Documents: Incomplete
  • Applications for Loan from the bank: Incomplete
  • Writing of Business Plan: Incomplete
  • Drafting of Employee’s Handbook: Incomplete
  • Recruitment of employees: Incomplete
  • Creating Awareness for the business both online and around the community: Incomplete
  • Health and Safety and Fire Safety Arrangement (License): Incomplete
  • Opening party / launching party planning: Incomplete
  • Purchase of the Needed software applications, furniture, office equipment, electronic appliances and facility facelift: Incomplete
  • Health and Safety and Fire Safety Arrangement: Incomplete
  • Establishing business relationship with vendors and key players in the industry: Incomplete
  • Purchase of the Needed gym and fitness equipment, electronic appliances, office appliances and suppliers: In progress
  • Creating Awareness for the business both online and in the neighborhood: Incomplete
  • Health and Safety and Fire Safety Arrangement (License): Incomplete
  • Opening party / launching party planning: Incomplete


CLICK HERE to access this template

CLICK HERE to access this template

CLICK HERE to access this template

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