Thinking about starting your own fitness business? If this is your life path – there’s no need to wait. Especially since the fitness industry will continue to grow in 2024, as people prioritize health and wellness more than ever before.

What do you need to know? First of all – how to start a fitness business? Is a fitness world different from a classic gym? How, with careful planning, dedication and passion, help others achieve immersive fitness experience and fitness goals.

If you’ve been thinking about diving into the world of fitness entrepreneurship, now is a great time to do so. Starting a fitness studio or small fitness center can be a rewarding endeavor, but it requires careful planning and execution. In this step-by-step guide, we will walk you through the process of starting your own fitness business in 2024.

What is a fitness business?

How to start a fitness center business? You need to consider several factors. Starting a fitness business can be a rewarding venture for those passionate about health and taking care of themselves. 

The fitness business encompasses a variety of forms, such as: personal training studio where individuals receive personalized guidance and fitness plans tailored to their specific needs, but also a variety of other services, including: 

• pilates clubs, 
• yoga clubs,
• dojo clubs,
• dance studios,
• aerobic centers,
• swimming pools. 

The cost of opening a fitness business varies widely. For example, starting a home-based business may require only a minimal investment in equipment and marketing, often less than $5,000, while opening a physical studio space can cost between $100,000 and $500,000 depending on location and size. 

Although the industry’s revenue is down 45% in 2020, according to Strategic Market Research, a good run is now underway. Fitness has recovered, generating significantly more revenue than before the COVID-19 pandemic. By 2025, the share of small gyms and fitness clubs is expected to grow by up to 17% in the US. 

Since the fitness industry is growing rapidly, and the projected growth rate will continue to increase as health consciousness increases around the world, it’s no wonder you’re thinking about investing in your own fitness club. You just need to plan your business well and take matters into your own hands! 

Is it hard to start a fitness business? 

How do you start a fitness center business? There are many challenges involved, but also great opportunities for success. The difficulty can vary depending on several factors, which we discuss below. Opening a personal training studio can be a worthwhile investment, particularly if you have a passion for fitness and a solid business strategy. 

Despite these challenges, the growing emphasis on health and wellness around the world provides fertile ground for starting a fitness business. With careful planning, adequate financing and a thorough understanding of the market, starting a fitness business can be a very rewarding endeavor.

Step 1: Research and start planning your fitness industry

The decision to open a personal training studio or other fitness business should be based on thorough market research, a clear understanding of the associated costs, and a realistic appraisal of your ability to manage and grow a business. If these elements align, and you have the requisite skills and passion, opening a personal training studio can be a lucrative and rewarding venture.

When venturing into the fitness industry, careful planning and a thorough analysis of market trends are crucial. Differentiating between traditional gyms and specialized fitness businesses is key. 

Traditional gyms often rely on volume, offering a broad range of equipment and classes to attract a wide demographic. In contrast, niche fitness businesses cater to the ideal client by providing targeted, personalized services that offer a competitive edge in a market. This approach not only enhances customer satisfaction but also bolsters client retention. 

Assessing these differences will enable you to pinpoint where your business can fit into the existing market and identify the unique value it can offer. Armed with this knowledge, you can craft a business model that aligns with consumer needs and stands out from the competition, setting a solid foundation for profitability and growth. 

One important thing, you need to start with two aspects: research and planning what your own studio will be. 

Identify market and find your niche in fitness industry

The key to your success is not only to gain more customers than your competitors, but also to identify your target market, the needs of your target audience and, finally, to find your niche. Only by choosing the right business model will you have the opportunity to stay in the market.

Why is this important? Imagine that there are several health and fitness businesses in one town. All of them have the same offer. So it will be difficult for another studio to break out and find its customers.  

The value is in having additional resources – something your competitors don’t have. 

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. Make yours more personalized. 

When starting a fitness business in 2024, the key to success is the ability to personalize. In an era where customer preferences are increasingly individualized, tailoring your offerings to their needs becomes essential.

Using technology, such as mobile apps or online platforms, can make it easier to collect data and monitor progress, further personalizing the customer experience and building lasting business relationships. 

With more automation and personalization, you can better reach your customers. WodGuru is a fitness business management system that allows your club members to access information remotely. It will allow them to, among other things: 

• easily sign up for classes, 
• get a notification when a pass is about to expire,
• check their workout history or fitness routines.

Instead of offering generic workout or diet programs, it makes sense to focus on creating personalized plans tailored to each customer’s unique goals and preferences. This can include analyzing their physical condition, lifestyle, dietary preferences and time availability. 

Specialize in a type of workout or demographic

Distinguishing your fitness studio by specializing in a particular type of training or demographic group can be a key element of success in the fitness industry in 2024. By focusing your efforts on a specific area, such as strength training, functional training, or high-intensity interval training (HIIT), you can focus on honing your skills and gaining authority in your field. 

In addition, targeting your training offerings to a specific demographic group, such as the elderly, postpartum mothers, or office workers, allows you to better understand their needs and tailor your workouts, fitness challenges and health programs to their life requirements. This allows you to build customer loyalty, who will appreciate the personalized approach and high quality of services provided.

Step 2: Develop a fitness professionals business plan 

Developing a business plan for fitness professionals is a key step in building a successful fitness services in the industry. Developing a business plan is not only a document that helps clarify the company’s goals and strategies, but also a tool that can be used to convince potential investors or business partners to cooperate. Therefore, it is important that it be comprehensive, realistic and well thought out.

Mission and vision 

The mission statement, which will be included in the business plan, should clearly define the main goal of the company and the owners of the gym, and this in the context of providing fitness services. This could include providing quality training and health programs, motivating clients to achieve their health goals, and promoting active lifestyles.

In today’s world, a company’s vision statement should describe the desired end state that the company is aiming for in the medium to long term. This could include becoming a leading fitness center in the region, recognized as a place that transforms the lives of its customers through regular physical activity and health education.

Business model 

The business model should accurately describe how the company generates revenue by providing fitness services. This could include, for example: 

• monthly membership fees for facility access, 
• selling personal training, 
• conducting group classes, 
• selling fitness products and accessories,
• running corporate health programs, 
• online personal trainers,
• online coaching sessions. 

It’s also crucial to determine your target audience, marketing strategy and plans for future business development and expansion.

Is fitness a good investment?

There are many factors in the fitness industry that can make it an attractive investment. Nowadays, the public’s increasing health consciousness is leading to a growing interest in physical activity and fitness. As a result, fitness companies can enjoy stable demand for their services, which is conducive to building a sustainable clientele. 

The growing popularity of social media is conducive to spreading information about healthy lifestyles and inspiring people to use fitness services. It is also worth noting that innovative technologies, such as mobile apps and health monitoring devices, are supporting the growth of the fitness industry, offering new opportunities for both customers and businesses. 

However, as with any investment, there are also risks and resistance bands, such as market competition, changes in trends or regulations. Therefore, before making an investment decision in the fitness industry, it is important to conduct a detailed market analysis and develop a solid business plan. 

In a properly constructed business plan and strategically thought-out operation, the fitness industry can be an attractive and promising investment for entrepreneurs.

Step 3: Obtain necessary certifications and qualifications

In order to start generating revenue in your fitness business in 2024, you must first and foremost acquire the right certifications and qualifications. Choosing the right business structure is a crucial step for anyone planning to start a fitness business. 

Choose a suitable business structure

The most common options for fitness business owners include: 

• sole proprietorship – it’s the simplest and most common form of business ownership for individual entrepreneurs – it’s a part of being self employed. It means that the business is owned and operated by one fitness or gym owner.  The owner is personally liable for all business debts and legal actions, which can put personal assets at risk. But it’s easy and inexpensive to establish, full control of the business, and straightforward tax filing as earnings are included in personal income.
• limited liability company (LLC) – an LLC combines elements of both partnerships and corporations. It provides the limited liability features of a corporation with the tax efficiencies and operational flexibility of a partnership. Offers protection against personal liability, meaning personal assets are typically not at risk in case of business debts or lawsuits.
• partnership – it’s a business owned by two or more people. There are several types of partnerships, like: general partnerships, limited partnerships, and limited liability partnerships. In a general partnership, profits are shared and taxed on personal tax returns, which simplifies the tax filing process.
• corporation – a more complex business structure that is a legal entity separate from its owners, providing the most protection against personal liability. hareholders (owners) are not personally liable for corporate debts or liabilities. Corporations can raise capital more easily through the sale of stock.

Choosing the right business structure can have a significant impact on a company’s taxation, management and legal liability. Among the most common options for fitness business owners are sole proprietorship, limited liability company (LLC), partnership and corporation. 

Each of these structures has its own advantages and disadvantages, so it is important to carefully consider which one best suits your individual needs and business goals. Once you have selected the appropriate business structure, you will need to register your business in accordance with local regulations and obtain any necessary permits or licenses that may be required in your jurisdiction. 

Taking care of these issues early in the business can provide a solid foundation for successful fitness business development.

Register business and obtain necessary permits or licenses

Having accredited certifications, such as those offered by the National Academy of Sports Medicine (NASM) or the American Council on Exercise (ACE), is not only an industry requirement, but also confirms the high quality of services offered by the company. Certifications build trust and draw in customers within the crowded fitness industry.

Step 4: Set up legal and financial structure

Establishing the right legal and financial structure is a key aspect of building a solid foundation for a fitness company. The first step is to obtain an Employer Identification Number (EIN) from the IRS, which allows you to identify your business for tax and employment purposes. Next, consider establishing an appropriate legal structure, such as a limited liability company (LLC), corporation or sole proprietorship, taking into account aspects of legal liability, taxation and management.

Once the legal and financial structure is established, the company’s financial management strategy should also be considered, including detailed bookkeeping, budget control and investment planning.

Professional accounting support can be extremely valuable in maintaining a company’s healthy financial position and ensuring tax compliance. Taking care of these elements early in the business can help avoid unnecessary financial difficulties and ensure the stable development of a fitness business.

Step 5: Find location and facilities

When determining a suitable location for your personal training studio or another fitness business, based on the target market, a demographic analysis should be conducted, taking into account the age, gender, income and interests of potential customers. It is also important to understand the competition in the location and assess the demand for fitness services in the area.

Determine suitable location based on target market

When choosing the right place to establish a fitness business, it is important to pay close attention to a number of key factors that can have a significant impact on the success of the venture. 

• Location: choose a location that is easily accessible to your target audience, such as residential areas, business centers or universities. Accessibility to public transportation and parking can also be important.
• Competition: conduct a competitive analysis of your chosen location to understand what services they offer and what prices they charge. Avoid locations where competition is too strong, unless you have a unique offering that will set you apart in the market.
• Demographics: research the demographics of the area, including age, gender, income and interests of potential customers. Make sure your offering is tailored to the needs and preferences of area residents.

• Space requirements: choose a space that has adequate space and layout to accommodate all necessary equipment and provide a comfortable environment for clients. Make sure there is enough space for group and individual classes.
• Safety: location should be safe for your clients, both in terms of crime and traffic.
• Costs: evaluate the cost of renting or buying property in the location, as well as other business-related costs such as taxes, insurance or public service fees.
• Demand: make sure there is sufficient demand for fitness services in the chosen location. Market research can help you understand whether there is sufficient demand for your services.

Make your fitness studio a place to hang out

What will make your fitness studio the right place for meetings and exercise routines? Consider factors such as the availability of workout equipment and infrastructure, cleanliness and orderliness, atmosphere, and the availability of instructors and personal trainers. 

Adequate sanitation facilities and the availability of drinking water and nutritious snacks are also key. Attention to these details can help create a friendly and motivating atmosphere that encourages clients to participate in workouts on a regular basis.

Step 6: Acquire necessary equipment and supplies

Choosing the right equipment for a fitness studio is key to ensuring effective workouts and customer satisfaction. But not only that! Choosing an efficient system to manage your fitness business benefits you as the owner, as well as your employees and most importantly – your customers! 

Choose a perfect fitness management software – WodGuru

WodGuru is a tool that will make life easier for you and your customers. It has a number of add-ons that will increase the satisfaction of fitness club members, as well as their commitment. First of all, the fitness business management system saves a lot of your time and money. 

The business management system allows you to both organize your tasks and make registration and management of club members’ accounts easier. With a good system, management will become a pleasure. 

The right system allows you to have all the tools you need to run your fitness business in one place. If you discover early on in your journey in running your business that you can automate or delegate some of your tasks – all the better for you! 

With best software such as WodGuru, you can automate, among other things:

• managing your club’s potential customers, i.e. people who have checked out your business’ website; you can set up automated messages, send newsletters or conduct communications with potential club members thanks to WodGuru;
• taking care of existing customers and building relationships with them, as WodGuru allows you to contact gym members, send them messages with birthday wishes or special offers just for regular customers;
• cooperation and communication between employees, which allows you to take better care of team understanding than even the most efficient front desk;
• promoting your club on social media, and use paid ads. 

Think about specialized equipment

As for equipment, the decision to rent or buy can depend on a number of factors such as: 

• the availability of initial capital, 
• the length of the lease agreement, 
• the planned duration of the business,  
• the flexibility to adapt equipment to changing needs. 

Renting can be advantageous at the outset, allowing access to the latest models without significant capital investment. However, purchasing equipment can be cost-effective in the long run, especially if you plan for long-term growth of your fitness business.

Step 7: Hire staff and train those fitness enthusiasts

Hiring staff and training fitness enthusiasts are key elements of building a strong team in the fitness industry. See what to keep in mind when hiring employees who will be the first to interact with your club members! 

Recruit qualified fitness trainers and staff

When recruiting employees, it is worth considering not only their work experience, but also their passion for a healthy lifestyle and their motivation to work with people. During the selection process, it is also worth assessing communication skills and the ability to work in a team, which are important for building a positive atmosphere in the fitness studio. 

Once hired, regular training and improvement of employees’ skills help maintain a high standard of service and adapt to changing customer needs and industry trends. With proper hiring and continuous team development, a fitness studio can provide quality customer service and achieve success in the market.

Provide necessary training and certifications

Fitness employees with access to regular training have the opportunity to expand their knowledge of the latest trends, training techniques and motivational methods. It’s allowing them to better meet customer expectations and maintain a high standard of service at your health and fitness business. 

Training can cover topics such as the anatomical and physiological foundations of training, the psychology of client motivation, conducting group classes, operating fitness equipment and first aid. In addition to formal training, it is also important to provide regular coaching sessions and individual support to help employees develop interpersonal skills, build relationships with clients, and manage time and stress effectively. 

Attention to the ongoing professional development of fitness employees not only contributes to improving the quality of the studio’s services, but also motivates staff to commit to their work and strive for higher and higher standards.

Step 8: Implement effective marketing strategies

Often, many people are starting a fitness business from home. Only later do they decide to open a business professionally. That’s when you start thinking about marketing. Implementing effective marketing strategies is a key element when opening a fitness business. The goal is to help attract clients and build a brand that is recognizable in the market. 

Develop a compelling brand identity

The first step is to understand your target audience and determine their needs and preferences. Think about how to get brand recognition. Next, you should focus on building brand awareness through a variety of communication channels, such as social media, websites, online and traditional advertising, as well as local events and promotional campaigns. 

Building a brand identity and brand recognition allows you to turn your business from a small business into something that customers will recognize. It’s also important to offer encouraging promotions and discounts to new customers, which can attract attention and encourage them to use fitness services. 

In addition, partnerships with local businesses, fitness influencers and community organizations can broaden marketing reach and increase brand trust. Regularly monitoring the results of marketing efforts and adjusting strategies to meet changing market needs are key to staying competitive and succeeding in the fitness industry.

Create marketing materials 

• Website is the business card of any business, including a fitness studio. It should be visually appealing, intuitive to navigate and contain relevant information about the services offered, prices, opening hours and contacts. In addition, it’s a good idea to include a schedule on the site to ensure that your customers can access and sign up for classes. 
• Facebook is an excellent platform for building an online community and communicating with customers. In addition to regularly sharing fitness-related content, it’s also a good idea to post photos and videos of your workouts, hold contests and promotions, and respond to user questions and comments.
• Instagram is a visual platform, ideal for sharing inspirational photos and short videos of workouts, motivational quotes and stories of successful clients. It is important to regularly update your profile and use relevant hashtags to reach more potential customers.
• TikTok is a popular platform among a younger target audience, so it can be an effective tool for promoting a fitness studio. It is worth posting short, dynamic workout videos, fitness challenges and healthy lifestyle tips to engage and interest users.
• Google Maps is a key tool for people searching for local services, including fitness studios. Therefore, it is essential that the studio is visible on Google Maps, and that information about location, opening hours and customer reviews are up-to-date and reliable. In addition, it’s a good idea to take care of professional exterior and interior photos of the studio so that potential customers can easily identify and visit it.

Implement marketing strategies to attract clients

In order to effectively attract customers, it is worth combining different marketing strategies, both digital and local. In order to effectively promote a fitness business, it is important to create a variety of marketing materials that will attract the attention of potential customers and express the unique value of the services offered.

Digital marketing 

• SEO (search engine optimization): developing an optimal SEO strategy will improve the visibility of a fitness studio’s website in search results, helping to attract customers seeking fitness services online.
• PPC (pay-per-click): the use of PPC ads on platforms such as Google Ads will allow you to reach people actively seeking fitness services in your area, which can help increase the number of potential customers. Find more creative campaign ideas for your fitness business.
• Social media ads: ads on social media platforms such as Facebook and Instagram will allow you to reach a wide audience, including potential customers interested in fitness training. You can use precise ad targeting to reach specific groups.
• Newsletters: sending regular newsletters to current and potential customers will be a great tool to keep in touch with them, informing them about new classes, promotions and inspiring fitness-related content.
  

Local advertising

• Flyers: distributing flyers in local places, such as shopping malls, grocery stores or offices, will allow you to reach residents in the area and draw their attention to the fitness services you offer.
• Posters: placing posters in strategic places in the city, such as bus stops, advertising walls or community centers, will help increase the visibility of the fitness studio and attract the attention of potential clients.
• Local events: participating in local community events, festivals or healthy lifestyle fairs will allow you to connect with local residents and promote your fitness studio to the local community. You can also consider holding your own fitness challenges to attract the attention and interest of potential customers.

Step 9: Focus on customer experience

Think about: what should be the end goal for a business-owning fitness professional? Focusing on enhancing and improving the customer experience is a key component of running a fitness business that can yield significant benefits in terms of customer loyalty, positive reviews and increased referrals.

First, it is important to listen and respond to customer feedback. Regularly collecting feedback, both positive and negative, allows you to understand their needs and expectations. You can then adjust your offerings and services to better meet those needs.

Second, it is worth investing in staff training to ensure a high standard of customer service. Friendly and knowledgeable service makes customers feel welcome and appreciated, which increases their commitment and loyalty to the fitness studio.

Third, organizing a variety of special events and activities, such as themed workshops, fitness challenges and team-building events, can help build a community around the fitness studio and strengthen customer bonds.

Fourth, taking care of the atmosphere and decor of the fitness studio has a significant impact on the customer experience. A pleasant and motivating environment promotes regular participation in workouts and positive emotions about visiting the studio.

Finally, offering additional services and amenities, such as sauna access, a massage therapist or dietary advice, can make customers feel more taken care of and motivated to continue their workouts.

Key takeaways

• Conduct thorough market research: Understand the local market, the existing competition, and the latest fitness trends. Identify gaps in the market to determine how your fitness business can fulfill unmet needs and preferences of potential clients.
• Choose the right business model: Decide whether you’ll operate online, offline, or through a hybrid model. Consider the specifics of each, such as costs, technology requirements, and potential reach. Each model has distinct advantages and may appeal to different target audiences.
• Secure appropriate certification and licensing: Ensure that all trainers and instructors have the necessary qualifications and that your business complies with local regulations and industry standards. This builds credibility and trust with clients.
• Invest in marketing and branding: Develop a strong brand identity that resonates with your target audience. Utilize social media, content marketing, and local advertising to raise awareness and attract customers. Focus on highlighting what makes your fitness business unique and appealing.
• Leverage technology: Utilize the latest fitness technologies to enhance your service offerings. This can include fitness tracking apps, virtual reality workouts, or online booking systems. Technology can streamline operations and improve the client experience.
• Plan finances carefully: Prepare detailed financial forecasts including startup costs, operating expenses, and revenue projections. Consider how you will fund your business, whether through personal savings, loans, or investors. Keep a close eye on cash flow once the business is operational.
• Focus on client retention: Client turnover can be high in the fitness industry. Develop strategies to keep clients engaged, such as personalized workout plans, progress tracking, regular feedback, and community-building activities. Excellent customer service and a personalized approach can help in retaining clients.

FAQ

How to start a gym business with no money?

Starting a gym or a fitness business with little to no money can be challenging, but it’s not impossible. It requires creativity, flexibility, and a willingness to start small and scale up as your client base and revenues grow. By focusing on low-cost business models and leveraging your network and community, you can build a successful fitness startup from the ground up.

You need to remember about:

• Leverage your expertise – build on what you know about that business, think about certification etc.
• Utilize free resources and use social media and free workout apps to build a following.
• Bootstrapping, so begin by offering services that don’t require a physical location, such as in-home training, outdoor boot camps, or renting space by the hour in community centers or existing gyms.
• Offer remote services and become an online personal trainer or make virtual meetings.
• Consider using crowdfunding platforms to raise initial funds.
• Exchange your training services for other services you need, like marketing.
• Build a strong community presence by offering free community classes or participating in local events.
• Pitch your business idea to potential investors or look for sponsorship from local businesses interested in health and fitness. 

How to have a successful fitness business?

Achieving success in the fitness industry requires a combination of strategic planning, excellent customer service, and effective marketing. By implementing these strategies, you can build a successful fitness business that not only survives but thrives in a competitive market, providing valuable services to your community and maintaining a loyal client base.

Conduct thorough market research to understand your local fitness landscape. Differentiate your fitness business by offering unique services that aren’t readily available in your area. Develop a compelling brand that resonates with your target demographic. 

Hire certified and experienced trainers and staff who are not only knowledgeable but also enthusiastic and customer-oriented. Offering high-tech solutions can set your business apart from traditional gyms. Use a mix of digital marketing and traditional advertising. 

Keep a close eye on your business finances. Regularly review and manage your cash flow, set realistic budget goals, and adjust as necessary. Stay current with fitness trends and industry changes. Be willing to adapt your business model to meet new challenges, such as shifting towards more hybrid online and in-person services or updating your class offerings based on new fitness trends.

How to start a fitness coaching business?

Starting an online fitness coaching business involves a few key steps. First, obtain necessary certifications to establish your credibility. Define your niche, such as weight loss or strength training, to target your marketing effectively. Build a professional online presence with a website and active social media accounts to attract and engage clients.

Invest in the necessary technology to deliver high-quality virtual training sessions and manage appointments. Create clear coaching packages with transparent pricing to accommodate different client needs. Lastly, actively seek feedback to refine your services and stay responsive to client needs and industry trends.