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Gym Business Plan

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Are exercise and fitness your passion? Or do you have a good knowledge of gym equipment and workout routines?

Then you might have thought of having your own gym at some point. After all, who doesn’t want to make their passion their profession?

And guess what, having a gym business can be an easy and hassle-free process too! If you have a gym business plan.

A gym business plan will help you pay attention to detail, and make the best strategies for a profitable business.

  • Industry Overview

The global gym industry stands at a whopping value of 96.7 bn USD in 2021 and has 174 million members worldwide.

The growing enthusiasm for fitness and the adoption of a healthy lifestyle has led to a growing demand for gyms.

Also, people are becoming more specific with their workouts and want to be trained by experts. This has also contributed to the growth of the health club sector.

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Things to Consider Before Writing Your Gym Business Plan

Choose an accessible location, hire certified trainers.

Good trainers can make all the difference for your business. People who know what they are doing, are passionate and are ready to help your customers are essential.

Get your gym licensed and insured

Gym equipment can be expensive, and as so many people use it, it is also prone to damage. But if you get insurance for your gym you can sit back and relax, instead of worrying about the equipment.

Run promotions and discount offers

Good marketing is crucial to the success of any business. Creating your marketing and promotional strategy can be very helpful.

Why Do You Need a Gym Business Plan?

A gym business plan can help you manage your business with efficiency. It helps you manage everything from your finances to your clients.

A business plan gives a proper working structure to your business. It helps you navigate through roadblocks and carry out tasks to get maximum benefits out of them.

All in all, a business plan helps you turn your idea into a properly functioning business.

Chalking out Your Business Plan

If you are planning to start a new gym or fitness business, the first thing you will need is a business plan.

Before you start writing your business plan for your new gym business, spend as much time as you can reading through some samples of the gym and fitness-related business plans .

Reading some sample business plans will give you a good idea of what you’re aiming for and also it will show you the different sections that different entrepreneurs include and the language they use to write about themselves and their business plans.

Use our sample gym business plan to start writing your business plan in no time.

Gym Business Plan Outline

This is the standard gym business plan outline which will cover all important sections that you should include in your business plan.

  • Business Overview
  • Tone & Fit
  • Private Fit
  • Private Group Fit
  • Corporate Fit
  • Yoga Control
  • The Competition
  • Risk / Opportunity
  • Financial Requirements
  • Sales vs. Net Profit
  • Company Description
  • StayFit’s History
  • Mission Statement
  • Goals and Objectives
  • Critical Success Factors
  • Company Ownership
  • Exit Strategy
  • Tone and Fit
  • Pricing Table
  • Unique Features
  • New and Follow-on Products/Services
  • Industry Trends
  • Personal Trainers
  • Functional Fitness Training
  • Market Segment and Target Market
  • Income / Expenditure Statistics
  • Physical Activity In Canada
  • Aerobic Fitness Ratings In Canada
  • Greco Lean and Fit
  • The Athletic Club
  • Free Form Fitness
  • Barriers to Entry
  • Cost Structure
  • Introduction
  • Market Segmentation Strategy
  • Targeting Strategy
  • Positioning Strategy
  • Product/Service Strategy
  • Pricing Strategy
  • Marketing Objectives
  • Marketing Vehicles
  • Promotional Budget
  • Lead Generation Strategies
  • Unique Selling Points
  • Dollar Sales
  • Company Organization
  • Organizational Chart
  • Organization Budget
  • Legal Structure
  • Operations Strategy
  • Scope of Operations
  • Operations Expenses
  • Assumptions
  • Break-Even Analysis
  • Income Statement (5-Year Projections)
  • Balance Sheet (5-Year Projections)
  • Cash Flow (5-Year Projections)
  • Ratio Analysis
  • Capital Requirements
  • Risk/Opportunity
  • Year 1 – Monthly Profit & Loss Projections
  • Year 1 – Monthly Unit Sales
  • Year 1 – Monthly Sales Forecast
  • Year 1 – Monthly Direct Unit Costs Forecast
  • Year 1 – Monthly Direct Cost of Sales Forecast

Let’s understand how you can complete each section of the gym business plan.

1. Executive Summary

The executive summary section sums up your business idea. It should be written in such a way that an outsider can understand your idea in under 10 minutes.

As it forms the first page of your business plan, it’ll probably be the only section that your investor reads. Hence, you should write a good executive summary if you plan on getting funded.

An executive summary mainly includes your vision and mission statement, business summary, and financial summary.

As a gym business, you will add a description of the services you provide. As well as your funding requirements and pricing strategy.

2. Products and Services

This product and services section would consist of a description of the various services you offer. It would also include where your service would fit in the market and how it would solve an existing problem.

As a gym business, you must include the services and types of membership you offer and also include your pricing strategy for the same.

3. Market Analysis

This section is one of the most important ones in your plan. It helps you make sense of your market research and get valuable points out of it.

In this market analysis section, you can include points about your competitors, the market size of your industry, and how you will fit into the same. It is also a good practice to include information about the tastes and preferences of your target market.

4. Competitor Analysis

Whenever you start a new business, it is always recommended to see who your competitors are and what they are doing.

Competitor analysis includes everything ranging from the size of your competitor’s business to the level of impact they can have on your business.

For example, as a gym business, you will include the number of gyms operating in your locality, their size, and their customer base.

Also, include the services they offer and the pricing strategy they follow, so you can devise methods for standing apart from your competitors.

5. Marketing Strategy

A good marketing strategy can help your business grow by leaps and bounds. After, you carry out market analysis, devise clear marketing strategies for reaching out to your target audience based on your analyses.

Your marketing strategy plays a crucial role in making your brand known in the market. Hence, make sure to strategize in a way that resonates with your target audience.

6. Operations Plan

This section consists of long-term and short-term goals, as well as your strategies for achieving them. It mainly comprises how your business functions and what milestones you would need to achieve your business goals.

As a gym business, you may write the number of customers you plan on achieving in your first six months with strategies to do the same.

You can also write about your expansion goals and when and how you plan on achieving them.

7. Financial Plan

A financial plan ensures that your business runs smoothly and without any hiccups.

In this section, you should include your funding requirements and plans to use them. Also, include your projected cash flow and profits in this section.

As a gym business, you must note down the cost of setting up your gym and buying equipment. Write down the funds you’ll require for the same.

Download a sample gym business plan

Need help writing your business plan from scratch? Here you go;  download our free gym business plan pdf  to start.

It’s a modern business plan template specifically designed for your gym business. Use the example business plan as a guide for writing your own.

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

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Gym Business Plan Summary

In conclusion, a business plan can take away the hassles of running a business. It ensures that your business journey is smooth and easy.

As a gym owner, a business plan lets you focus on improving your business’s customer experience instead of worrying about your finances and management.

After getting started with Upmetrics , you can copy this sample gym business plan into your business plan and modify the required information and download your gym business plan pdf or doc file.

It’s the fastest and easiest way to start writing your business plan.

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About the Author

free gym business plan template

Vinay Kevadiya

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

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Gym Business Plan Template

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We are ABC Gym and we provide excellent and effective health and fitness services. We produce outstanding results in terms of influencing, training, and guiding our customers to achieve their fitness goals.

We have talented trainers and instructors who use effective strategies for health and fitness that will surely capture and be loved by our client's future customers.

Our goal is to make our clients happy by helping them achieve their health and fitness goals. We also provide high-quality fitness equipment, world-class trainers, and motivational coaches.

Listed below are the services that ABC Gym is planning to offer:

In the competitive analysis above, it is noticeable that our institution has an edge in terms of the number of services offered and the pricing. However, the competitors have more members compared to us. This is acceptable because ABC Gym is a new institution.

It is important to identify and determine our target audience so that we can tailor our advertising and marketing strategies based on the data provided to us. Here are the following strategies that we will use:

  • Making sure the brand name is spelled and pronounced correctly.
  • Designing a brand logo that is related to the product and appealing to the audience.
  • Creating a related video and sharing it in social media space.
  • Having the best customer service department.
  • Being active in spreading the presence of the brand on social media.
  • Implementing SEO optimization and SEM marketing including keywords and ads.
  • Creating an official website that indicates most information about the company.

Executing the plans in order to have a successful business is vital to the organization. It is important to perform the assigned plans in order for the organization not to lose track of the goals and missions of the institution.

Here are some actions that we'll be doing:

1. Apply for a bank loan 2. Look for a location 3. Buy tools and equipment 4. Hire professionals in building and designing the facility 5. Hire legal professionals to make sure the establishment does not violate any state or country laws 6. Hire staff 7. Hire a compliance officer to make sure that the establishment is compliant with the law 8. Hire trainers 9. Invest in advertising and marketing 10. Evaluate the initial result

We will be doing a performance evaluation every week in addition to the monthly report so that we can closely monitor the outcome of the plans that we made to become successful in this business. Here are the evaluation list questions that we'll be using:

  • Was the weekly goal met?
  • How many new customers availed our services?
  • How many new customers sign up for a regular subscription?
  • How much are the total earnings for the week?
  • How much is the average earning of the institution on a daily basis?
  • What's the current Customer Satisfaction score?
  • From 1-10, how do you compare our services with our competition?

Currently, we have 3 members of the team. We will be applying for a bank loan in order to start building this Gym business from scratch. Here are the details about our initial budget:

Gym Business Plan Template

Gym Business Plan Template is a document that shows the goals, objectives, and plans of a gym institution on how they will approach a building or maintaining a gym business. This document is important for the investors, bank, or any funding company to see because it will determine if they will invest in your plan or if the bank will grant you the loan.

This Gym Business Plan Template shows a cover page, company overview page, services offered, competitive analysis, advertising and marketing plans, implementation plan, evaluation plan, and financial strategy. This PDF template is using the Input Table tool to display the data of the competitors and the breakdown of the financial budget. This PDF template also utilizes the Form Calculation widget that can calculate the value of multiple cells in the Input Table. This PDF template also uses the Configurable List widget so that the respondent can add more services offered by their gym as much as they want. This tool allows you to add similar fields by clicking the add button. With the help of the PDF Editor, it is easy to customize and format this PDF template.

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Simple Business Plan Templates

Plans, strategies, roadmaps – Businesses rely on these things to gain perspective on what’s about to happen. Milestones laid down in strategic and careful planning for growth and expansion, visions of where the company’s headed 10 years from now, goals that should meet timelines, all these require a smart, prudent and calculated planning.

Whether you’re a startup, an SMB, or close to a Fortune 500, a solid business plan is crucial. And of course, writing business plans is a huge task. But, what if you needed something that requires input from others though? Say, an online form or a PDF template where responses from your colleagues and managers matter? Well, here’s a collection of PDF templates for business planning.

These are beautifully designed templates, specifically tailored for businesses and companies who don’t know where to start. The hard part was already done and that’s designing the template. These will serve as boilerplates for whatever milestone your business needs. You won’t need to worry on building something from scratch, you just need to focus on the content. Some of these templates will contain or collect executive summaries, opportunities, expectations, execution, financial plans, forecasts, the whole nine yards.

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What are the seven parts of a business plan?

  • Executive summary. This is an overview of your business plan. The executive summary should include your company’s offerings, mission, goals, and projections. Think of it as the elevator pitch for your business plan. If you can’t get investors interested here, it’s unlikely they’ll want to keep reading.
  • Company description and history. Describe your business’s legal structure and history in addition to what you do. If you just started this business, you may replace company history with your leadership team’s experience. The purpose of this section is to explain the company structure and build confidence in the people running the company.
  • Products and services. Talk about what your company offers, whether that’s products, services, or a combination of the two. Describe your products and services in detail. Explain what makes your offering unique, what your profit margins are, what kind of demand you’re seeing for it, etc.
  • Market and competitor research. Investors want to know if there’s demand for your offering. Describe the target market and how your product or service benefits potential customers. Include projections of where the industry is headed over the next few years. Additionally, detail your competitors and how saturated the market is.
  • Sales and marketing strategy. This part of the business plan explains how you’ll promote your product. Outline elements such as your ideal customer profile (ICP) as well as your marketing channels, budget, and methods.
  • Operations and logistics. Explain how you’ll source materials if you sell products as well as the technology you need to deliver such products and services. Also, provide details about your team, like how many people you’ll need and how you’ll manage employees.
  • Financial plan and projections. It’s crucial to prove that your business will be financially viable. For this, you’ll need revenue and expense projections. Many investors want to see sample account statements, balance sheets, and cash flow projections.

How do you write a business plan?

Your business plan should be a realistic roadmap that helps you build a successful company. When writing it, take a balanced approach so that you’re not blind to the potential pitfalls and risks. You’ll draft each of the seven sections previously discussed.

Tackling these sections can be overwhelming, so some people like to start with a one-page business plan that includes short paragraphs for each element. Another way to give yourself a head start is by working from a business plan template. Once you have a good start, you can expand each section to make a compelling case for your business.

Can I write a business plan myself?

Yes, you can. However, depending on your writing experience and goals, you may want outside help. If the business plan is for internal use with the purpose of improving business functions, you’ll likely be OK tackling it alone. But if you’re trying to secure funding from a bank or investors, a professional business plan writer can give you a leg up.

Even if you decide to do it yourself, have a trusted friend or business mentor review your plan and provide feedback. An objective point of view will help you refine your work.

What are the four types of business plans?

  • One-page or mini business plan. The one-page option is a great way to improve the focus of your business plan and highlight the essential elements. It can be an effective way to workshop your company’s plan or quickly give others a rundown of your entire business.
  • Traditional business plan. The traditional business plan is more in-depth than its one-page counterpart and will be more thorough in each section (often, plans exceed 40 pages). For example, it may contain detailed financials, branding samples, and competitive research documents.
  • Business model canvas (BMC). The business model canvas is a more visual representation of your business architecture. It includes sections for infrastructure, offering, customers, finances, etc. Many businesses find the BMC appealing since it can be summarized in a single page.
  • Strategic business plan. The strategic business plan can have different purposes, like proving feasibility, discussing planning operations, or projecting growth. It will outline the company’s goals, its strategy for reaching them, and the company structure. The main difference between this and the traditional plan is its focus on specific strategic initiatives.

What are the common mistakes in business plans?

  • Poor writing. Sloppy writing may suggest that you’re not serious about your business or you lack the needed professionalism.
  • Unrealistic expectations. While you should be optimistic about your business, if your financial projections reflect your hopes more than reality, people may hesitate to back your business.
  • Lack of supporting documentation. People reviewing your business plan want to see how you back up your claims. You can include research docs, sample financials, and estimates to make your case.
  • Failing to define the target audience. For a successful marketing plan, you need to define your target audience. Investors and financial institutions need to see if you’re confident about who you’re selling to.
  • Unbalanced. It’s important to lay out the risks and potential upsides. This analysis shows investors that you’re considering the whole picture regarding your business.

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Gym Business Plan Template -16+ Free Word, Excel, PDF Format Download

Are you deciding to open up a gym but don’t have an adequate idea for opening up the business? Well don’t worry because we have got gym templates designed just for you. With detailed information about the gym equipment and information about the trainer ensures that you pick up the right training centre most suitable to you. Here are the lists of few such gym business simple plan templates to look out for.

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What is Gym Business Plan Template?

How to make gym business plan template.

  • Give a catchy name to your fitness centre
  • Provide data about the equipment that the centre possess.
  • Hire professional trainers.
  • Offers schemes and discounts to attract clients
  • Provide world-class health care and workout centre to be best among others.
  • Provide diet-charts that should be designed keeping in mind about client’s need.

Benefit of Using Gym Business Plan Template

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Gym Business Plan Template [Updated 2023]


Gym Business Plan

If you want to start a gym or fitness center or expand your current gym business, you need a business plan.

The following sample gym business plan gives you the key elements to include in a winning business plan for a gym.

You can download our Gym Business Plan Template (including a full, customizable financial model) to your computer here.

Gym Business Plan Example

Below are links to each of the key sections of a detailed gym business plan:

  • Executive Summary – The executive summary is a brief overview of your gym business plan, including your company’s mission statement, target market, objectives, and goals. If you are seeking potential investors, it is important to make a good first impression with this section.
  • Company Overview – The company overview provides an overview of your company, including its history, legal structure, business model, and ownership structure.
  • Industry Analysis – Conducting an industry analysis is critical to understanding the market opportunity for your gym business. This section should include a description of the industry, its size, growth potential, and key players.
  • Customer Analysis – This section of your gym business plan should describe your target customers, including their demographics, needs, and purchasing habits.

Download our Gym Business Plan Template and learn how to start a gym business plan.

  • Competitive Analysis – Conducting a competitive analysis is essential to understanding the landscape of the market you are entering. This section should include an overview of your direct and indirect competitors, their market share, and their strengths and weaknesses.
  • Marketing Plan – Your marketing plan should describe the marketing strategies you plan to use for reaching your target audience. This section should include your pricing strategy, membership fees, advertising and promotional strategies.
  • Operations Plan – In the operations plan, you should describe your fitness center, exercise equipment and fitness classes, as well as your personal trainers and their qualifications.
  • Management Team – This section of your gym business plan should describe the experience and qualifications of your management team.
  • Financial Plan – The financial plan should include your financial projections (income statement, balance sheet and cash flow statement), as well as how you plan to secure funding such as bank loans.

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Gym Business Plan Sample

gym business plan template

Physical Fitness Gym Business Plan

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Key sections in this physical fitness gym business plan:

All of our sample business plans are complete and include all of the sections that bankers and investors expect to see. Every plan includes the following sections:

  • Executive Summary : A quick overview of your plan and entices investors to read more of your plan.
  • Company : Describes the ownership and history of your business.
  • Products and Services : Reviews what you sell and what you’re offering your customers.
  • Market Analysis : Describes your customers and the size of your target market.
  • Strategy and Implementation : Provides the details of how you plan on building the business.
  • Management Team : An overview of the people behind the business and why they’re the right team to make the business a success.
  • Financial Plan : A complete set of forecasts including a Profit and Loss Statement, Cash Flow Statement, and Balance Sheet.

If you're interested in learning how to write a business plan, read our free in-depth guide to writing a business plan , download our free Business Plan Template , and check out LivePlan —our award-winning business planning software.

Looking for a sample business plan PDF? You can download a few PDF examples below:

  • Accounting and Bookkeeping Sample Business Plan PDF
  • Agriculture Farm Sample Business Plan PDF
  • Cleaning Service Sample Business Plan PDF

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Gym Business Plan Template

Gym business plan & example.

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

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 business plan for a gym or fitness center.

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
  • Training sessions upon request

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, while overseeing the staff, scheduling the group HIIT classes, and making sure all equipment is working properly and safely. He will also be in charge of ordering any new and replacement equipment and cleaning products and supplies. Steven will hire a gym manager to manage all new member sign-ups, placing them on a recurring payment schedule, and handle all member issues. There will be three trainers that will be available to personally train any member that requests training. They will also take turns running the group HIIT classes. 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 facility 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 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

free gym business plan template

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 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 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. Other independent gyms are dirty, unorganized, and do not offer a large selection of equipment. 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. Additional revenue streams are also expected to play an integral part in industry growth. 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. Furthermore, the number of obese individuals in the United States has increased in recent years. Consequently, to cut healthcare costs, many health insurance providers will likely attempt to lower an individual’s risk for type 2 diabetes, heart disease and high blood pressure, among other ailments. 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.

The precise demographics for El Paso, Texas are:

Customer Segmentation

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

  • High school and college students
  • Military and their families
  • Blue collar workers (factories, warehouses, service industry)
  • White collar workers (corporate or government office)
  • 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 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 classes tailored towards someone’s fitness needs, and the world’s best trainers. There are weekly 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 also has innovative digital tools to take the fitness journey further, no matter the fitness level. 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. Planet Fitness provinces a diverse, Judgment Free Zone where a lasting and active lifestyle can be built. They seek to provide a safe, energetic environment where everyone feels accepted and respected. The key benefits of Planet Fitness is that they are open 24 hour, offer clean, spacious amenities, free fitness training, Judgment Free Zone, have tons of equipment, and always have a friendly staff.

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:

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.

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 new member enrollments, place them on an automated payment schedule that will be automatically debited from their account, manage the books, and handle any member issues.
  • Steven will hire a team of three trainers to start off with to offer help and training to any member that requests it. Two of the trainers will take turns running the group HIIT class. As the membership grows and clients require more attention, more trainers and classes will be added.
  • Steven will hire a local CPA to manage all high level accounting functions, such as payroll and tax payments.
  • Steven will also hire an advertising agency to develop the gym’s branding, photography, website, social media accounts, and billboard design.


Steven’s Gym will have the following milestones completed in the next six months. 8/1/202X – Finalize contract to lease warehouse space. 8/15/202X – Begin build-out and design converting warehouse space into a functional gym. 9/1/202X – Hire advertising company to begin developing gym’s branding, logo, social media accounts, website, and billboard design. 9/15/202X – Order all equipment. 9/30/202X – Launch social media campaign and website. Billboards go up. 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 Malone 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. 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 gym businesses are membership fees. Typically, members pay month-to-month, or fulfill a year-long contract. Members are also usually able to pay for a full year upfront for a discount.

The key expenses for a gym business 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.

What are the Steps To Start a Gym Business?

Starting a gym business 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. Develop A Gym Business Plan - The first step in starting a business is to create a detailed gym business plan that outlines all aspects of the venture. This should include potential market size and target customers, the services or products you will offer, pricing strategies and a detailed financial forecast.  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 gym 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 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. 

Learn more about how to start a successful gym business:

  • How to Start a Gym Business

Where Can I Get a Gym Business Plan PDF?

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

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Better Clinics

Business plan template for gyms and fitness centres

Aug 23, 2021 | Practice Management Software , Tips

If you’re in the early stages of opening a gym or fitness centre, one of the first documents you’ll need to source and construct is a gym or fitness centre business plan template.

To cut through the legwork of writing up a business plan for your gym or fitness centre from scratch, we’ve taken the liberty of creating a template for you. This perfect fitness centre or gym business plan template will be an incredibly important document for you.

If you want to get straight down to brass tacks, you’ll find our free downloadable business template at the bottom of this article. However, before diving in the deep end, we recommend you first take a few minutes to orientate yourself with a few business plan tips and explanations.

Opening a gym or fitness centre

Opening a gym or fitness centre is an onerous yet achievable goal. If you’ve got the passion and experience, combined with some grit and determination, you have every chance of success.

On top of these attributes, however, you’ll also need to get business savvy to give yourself the requisite tools, including why you need a business plan for your gym, fitness centre or health club.

Considering the type of business model

Before you go about writing a start-up gym business plan, or utilising our provided gym business plan template, you need to pinpoint your intended business model.

This decision will have ramifications throughout the planning and creation of your business, from structure to financing and marketing.

Your chosen business model will outline your prices, products, customer type, value, and intention.

A few popular gym business models to consider:

  • membership based
  • single use or walk in based
  • online fitness classes
  • hybrid online/physical model
  • gender focused model
  • group classes
  • weights focused
  • aerobic focused
  • Pilates/yoga focused

Gym business structure

What kind of fitness centre or gym business structure are you considering? This will depend on how you would seek to protect yourself from liability, the business complexity (or simplicity) you desire and whether you have a business partner. Let’s consider a few options:

  • partnership
  • sole trader

Personal training business model

If the higher overheads, initial outlay, planning, and responsibilities inherent in a physical gym or fitness centre are representing a barrier to your start up, you can always choose to forgo this avenue. Instead use your same passion and skillset to set up a personal training business instead.

With a much lower barrier to entry, you may find this is a more suitable option. If so, take a look at our article on setting up a personal training business and business plan here .

Creating a business plan for your gym or fitness centre

The act of creating a start up gym business plan or fitness centre business plan template will depend on a number of other factors, in addition to your chosen business model and structure.

You’ll need to put thought into your equipment, marketing strategy, finances, and management systems.

While our start up gym business plan template accounts for the documenting of these elements, the groundwork and ideation must be put in place before you put pen to paper.

Plan ahead on your gym equipment

Start simply by assessing your intended business model, fitness class style or gym focus. In reference to these factors, draft up a simple list of your expected equipment needs.

Once you have a starting list, you can use this to assess the costs involved. As well as things like space required, maintenance, life span, brands and suitable gym or fitness centre layout.

Think about the marketing strategy

Your marketing strategy will be an all-important inclusion in your fitness centre, gym, or health centre business plan.

Ponder upon:

  • your branding
  • intended customer base
  • expected marketing channels
  • social media presence
  • advertising
  • website and landing pages
  • costs such as web development, ad spend, agency work and graphic design
  • how you’ll track your return on investment and market reach

Don’t forget the business finances

How do you intend to finance your burgeoning fitness centre or gym? There are a number of primary financing options available to you, depending on your personal circumstances, size of operations and accepted risk.

The main types of financing are:

  • personally funded
  • crowd funding
  • credit cards

For more ways to finance your fitness business see our article here .

Consider using a practice management system

Regardless of the business model and structure of your gym or fitness business, you’ll need a capable practice management solution to manage your gym operations under one roof.

A high-quality practice management solution should cover the following functionality:

  • CRM or customer database
  • basic marketing through SMS and email
  • appointment scheduling and group bookings
  • payment collection and terminals
  • health fund processing
  • inventory management
  • staff or team management
  • reporting and finances
  • connecting with accounting solutions

Free gym business plan template

Now that we have an initial idea of the types of decisions you’ll need to make, please download our free gym business plan template, suitable for any form of fitness centre or physical health business.

(Download free gym business plan template)


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