How to Start a Fitness Business

Embarking on setting up a successful fitness venture is an exciting endeavor. Not only does it allow you to pursue your passion for health and fitness, but it also allows you to make a positive impact on the lives of others. Like starting any business, it's a lot of hard work and requires careful planning and execution.   

If you're unsure how to start your fitness business, you've come to the right place. We're here to share some foundational steps to help you through the process. You'll need to: 

• Find your niche 
• Do your research 
• Name your price
• Develop a solid business plan 
• Find the perfect location 
• Build your brand 
• Secure funding/financing 
• Equip your space 
• Build a strong team 
• Find the right fitness management software 
• Create a marketing plan 

Find your niche

Defining the niche for your new studio is key to your journey to start a fitness business. Consider what sets your business apart from others in the industry. Are you passionate about high-intensity interval training (HIIT), yoga, CrossFit, Pilates or specialized programs? Will you provide group classes, personal training, virtual services, or all of the above? By defining your niche, you can tailor your offerings to meet your target audience's needs and interests. 

Do your research

Comprehensive market research is essential for understanding your target demographic, assessing competitors, and identifying potential gaps in the market. Conduct surveys and interviews and analyze industry trends for insights into consumer needs, preferences and market demand, especially in the area you intend to serve.  

Identifying and understanding your target market will better equip you to make informed decisions about your operating hours, amenities, marketing strategies and more. Here's how to identify and understand your target market. 

It would also be best to determine the estimated startup costs for your new studio or gym during this stage. Consider the rent, staff, insurance, maintenance and other operating expenses. Pricing is essential in starting a fitness studio, so you must identify the best pricing structure for your services.  

Name your price

Pricing is essential in starting a fitness studio, so you must identify the best pricing structure for your services. Consider factors like your target market, the value you'll provide, industry standards and your overall business goals to price effectively.

As you determine your prices, don't underestimate the power of a well-crafted intro offer. It will attract new clients and increase the chances they'll stick around. There are various intro offer options—including some you should avoid. 

Develop a solid business plan

Your business plan is the foundation of your fitness business. Putting it all down on "paper"—your business goals, target market, pricing structure, marketing strategies and financial projections—will help you make informed decisions and secure funding if needed. At this point, you'll also want to consider the right legal structure for your business.   

Check out Creating a Business Plan for Your Fitness Studio: A Step-by-Step Guide. Make sure you also download a copy of the Business Plan Template for Fitness Business Owners. 

Find the perfect location

The location of your fitness business can significantly impact its success. Look for a space that is easily accessible to your target demographic and offers ample parking or public transportation options. Consider factors such as visibility, foot traffic and competition when selecting a location for your gym or studio. 

Build your brand

This part is fun but challenging.   

Choosing a name for your fitness business and creating your brand are essential first steps. Remember, this will help set your business apart from the competition and showcase your business's personality. You'll need to decide what you want to be called, how you'll engage with your customers (digitally and in person), and how you want to look.   

One critical aspect of your overall brand is your visual brand identity. These elements will appear online, on marketing materials, inside your physical space and on branded swag. This includes:  

• Logo  
• Color palette 
• Typography 
• Photography  

Of course, we have a guide to help you figure out how to create a brand. 

Secure funding/financing

Financing a new small business can be challenging. Take the time to explore various financing options, such as grants, small business loans, crowdfunding or investments from private investors. During this process, you'll present your business plan and financial projections to lenders or investors to demonstrate your venture's viability and potential return on investment. 

Some business owners self-finance their gym or studio and/or take personal loans from friends and family to help get established. Others turn to small business loans. Whatever you decide, a clear financial plan will help you manage your resources effectively. 

Equip your space

Behind every great fitness facility is a well-thought-out space. This includes equipment and amenities based on your chosen niche—purchase or lease fitness equipment, flooring, mirrors, sound systems, and other essentials. The goal is to create a functional and inviting atmosphere that reflects your brand and provides a positive experience for your clients.

Build a strong team

Finding and retaining good help is challenging—but critical to the success of your business. To build your team, define each role and its requirements and qualifications. Create detailed job descriptions for personal trainers, group fitness instructors, front desk staff, etc. 

Hire qualified individuals who share your business values and have the necessary expertise. Provide good training to give your employees the skills, knowledge, and confidence to serve your clients well. A clear onboarding plan will help new hires understand your business, fitness management software, and expectations. 

Doing so ensures they know how their role and responsibilities impact the big picture. The onboarding period can take place over a few days, weeks, or even up to a few months. Taking things slow will save you and your employees time in the future. 

For more, download a copy of The Complete Guide to Staffing and our fitness staffing template.   

Regarding trainers and coaches, Brendan Chaplin, founder of Strength and Conditioning Education and The Coaches Coach, says knowing your client's goals, desires, fears and beliefs is key to getting long-term, transformational results. 

 "Taking the time to get to know your ideal customer pays dividends down the line. As trainers, we often try to instill in people what has worked for us rather than what is truly best for them. We are teaching them to read from our map of how things should be. The art of effective coaching is to learn to see the world through their eyes." 

Find the right fitness management software

The right software will support your business every step of the way.   

Great software will help you run your business efficiently, from scheduling and payroll to marketing and reporting. Hence, you spend less time doing repetitive tasks and more time delivering high-quality experiences to your community.   

Mindbody's platform is designed specifically for fitness businesses with advanced features that simplify and optimize your operations. 

Create a marketing plan

Effective marketing is essential for attracting new clients and retaining existing ones. Develop a comprehensive marketing plan that utilizes a mix of online and offline strategies, including building a branded website for your business, creating a social media presence, targeted advertising, and community outreach. Use content marketing, promotions and events to build brand awareness and drive customer engagement. 

Digital marketing

• Your website will help potential customers learn more about your business, showcase your brand, and streamline the booking process. Download our guide to creating a website for your business.   
• Search engine optimization (SEO) helps increase your online visibility. Your website will appear higher in relevant search results and allow you to reach a wider audience.  
• Social media is a great way to market your fitness business organically and with paid ads. Running promotions on Instagram, TikTok, and Facebook—maybe offering grand opening discount services or referral codes—will attract attention and expand the reach of your new business. Our How to Win and Wow with Social Media webinar outlines leveraging social media platforms to build a better business. 
• Our step-by-step Facebook and Instagram marketing guides are an excellent introduction to social media marketing. Check out our post on harnessing the power of TikTok as a fitness business, too.   
• You'll want to incorporate email campaigns targeting existing clients and new prospects. Our guide to email marketing covers the basics.   

Local advertising

• Although less popular than before, flyers are still a great option to let shoppers know about your studio or gym—especially when you have an irresistible intro offer.   
• Local ads are an effective way to reach potential clients in your area. This could include local event sponsorship, ads in local publications, or placement in local online directories.  
• Collaboration with complementary businesses expands your reach, attracts new clients, and creates mutually beneficial relationships.  

Events

• Hosting events—like pop-ups or an open house—is a great way to promote your business to the broader community. They'll attract new clients, showcase your expertise, and create a sense of camaraderie, too.   

Download our guide and template on creating a marketing plan and budget to flesh out your expected marketing costs.

Your journey to starting a fitness business

Now that you've laid the necessary groundwork, it's time to open your doors to the public. Like anything new, getting things right may take some trial and error. Be prepared to adapt and refine your offerings and operations as you grow and evolve your business. You can build a successful and sustainable fitness venture by following these essential steps and staying committed to delivering exceptional service. 

As you embark on this exciting adventure, remember to embrace the challenges and have fun. We're here with business education resources to help your fitness business thrive along the way!