Are gyms profitable always? What sets the most successful gym owners apart from the rest? Do you want to be one of them? But maybe you don’t know where to start? What personality traits will be useful on this path?
Stay with us and today you will meet 16 fitness business owners worth following, their brands, ideas and personalities. Good luck with your own story!
Key Takeaways
- The most successful gym owners have a winning strategy: they innovate and differentiate, build a strong brand, leverage technology like gym management software or gym membership app, focus on community, scale smartly, adapt to trends, provide results and maintain consistency.
- Fitness entrepreneurs worth following are, among others: Arnold Schwarzenegger, Mark Mastrov, Simeon Panda, Joe DeSena, Anna Victoria or Planet Fitness founders: Michael Grondahl, Marc Grondahl and Rich Berks (read more about Planet Fitness business model).
- What successful gym owners have in common is motivation, persistence, courage and the "X factor" that attracts other people to them.
15 Successful Gym Owners to Inspire You
Below we present a list of entrepreneurs who have built successful fitness businesses. These successful gym owners have achieved that through a combination of:
- innovation,
- personal traits like discipline and empathy,
- the ability to adapt to changes,
- implementing modern fitness trends, including digital platforms and franchise models.
1. Joe DeSena
Gym/Fitness Business: Spartan Race
Traits of Character: Relentless, innovative, disciplined
Estimated Assets/Income: $300M+ (Spartan Race value)
Joe DeSena, founder of Spartan Race, has transformed the fitness industry through obstacle course races. His intense focus on pushing physical and mental limits has made Spartan a global brand.
2. Rachel Cosgrove
Gym/Fitness Business: Results Fitness
Traits of Character: Empowering, expert coach, business-savvy
Estimated Assets/Income: $3M+
Rachel Cosgrove co-owns Results Fitness, known for its results-oriented programs. A successful author and trainer for business owners, she built her gym and coaching empire by combining fitness expertise with entrepreneurial drive.
3. Simeon Panda
Gym/Fitness Business: SP Aesthetics
Traits of Character: Charismatic, highly disciplined, social media-savvy
Estimated Assets/Income: $10M+
Simeon Panda is a fitness influencer and gym owner whose online fitness platform, SP Aesthetics, reaches millions. His personal brand on social media plays a huge role in his success, blending fitness with business acumen.
4. Matt Hesse
Gym/Fitness Business: The Camp Transformation Center
Traits of Character: Motivational, focused on community, results-driven
Estimated Assets/Income: $15M+
Matt Hesse built The Camp Transformation Center into a fitness franchise known for weight loss and body transformation programs. His motivational style and focus on community helped grow the brand exponentially. He is popular for supporting veterans too.
5. Anna Victoria
Gym/Fitness Business: Fit Body App
Traits of Character: Empathetic, tech-savvy, empowering
Estimated Assets/Income: $5M+
Anna Victoria’s pregnancy & postpartum short
Anna Victoria’s Fit Body App revolutionized fitness coaching with a focus on body positivity and balanced fitness routines. Her business combines digital innovation with a strong online community.
By sharing even such private aspects of her life as exercise during and after pregnancy and photos with her family, the celebrity creates a warm and trustworthy atmosphere around her fitness business.
6. Ben Bergeron
Gym/Business: CompTrain
Traits of Character: Strategic, analytical, driven by results
Estimated Assets/Income: $4M+
Ben Bergeron is the owner of CompTrain, a popular training system used by many CrossFit athletes. His reputation as a coach and strategist has made CompTrain a go-to brand in the CrossFit community.
7. Tony Horton
Gym/Fitness Business: P90X (Beachbody)
Traits of Character: Energetic, innovative, persistent
Estimated Assets/Income: $20M+
Tony Horton is the creator of the P90X workout program, which has generated billions in revenue for Beachbody. His ability to innovate and market his fitness programs made him one of the most successful gym owners and entrepreneurs.
8. Kelsey Heenan
Gym/Business: Kelsey Heenan Fitness
Traits of Character: Inspirational, compassionate, knowledgeable
Estimated Assets/Income: $1M+
Kelsey Heenan is a wellness coach who focuses on holistic fitness, combining physical training with mental health support. Her online courses and personal training business have made her a well-respected figure in the fitness industry.
9. Chris & Heidi Powell
Gym/Business: Transforming Lives with Chris & Heidi
Traits of Character: Motivational, supportive, transformational
Estimated Assets/Income: $6M+
Chris and Heidi Powell run their own business in the area of fitness coaching. They emphasize life transformation and spectacular results achieved in a short time. Known for their appearances on “Extreme Weight Loss,” they focus on holistic fitness and weight loss solutions.
10. Shauna Harrison
Gym/Business: Shauna Harrison Fitness
Traits of Character: Empowering, focused on wellness, inclusive
Estimated Assets/Income: $1M+
Shauna Harrison is a trainer, wellness expert, and founder of an online fitness platform. She’s known for creating a body-positive fitness environment and empowering clients to focus on overall health, not just appearance.
11. Mark Mastrov
Gym/Business: 24-Hour Fitness
Traits of Character: Visionary, risk-taking, pragmatic
Estimated Assets/Income: $300M+
Mark Mastrov is the founder of 24-Hour Fitness, a brand that revolutionized the fitness industry by offering round-the-clock access. He later sold his stake in the company, but his impact remains vast, as 24-Hour Fitness is a national chain.
12. Jen Widerstrom
Gym/Business: Widerstrom Fitness
Traits of Character: Charismatic, motivating, approachable
Estimated Assets/Income: $5M+
Jen Widerstrom, known for her role on “The Biggest Loser,” runs her own fitness brand, which focuses on helping people lose weight and improve their lives. Her approachable, tough-love coaching style has garnered a loyal following.
13. Lacey Stone
Gym/Business: Lacey Stone Fitness
Traits of Character: Tough, no-nonsense, motivating
Estimated Assets/Income: $2M+
Lacey Stone, a popular trainer and fitness personality, offers high-energy, no-excuse workouts through her gym and online platforms. Her no-nonsense approach to fitness has attracted a wide range of clients.
14. Devan and Morgan Kline
Gym/Business: Burn Boot Camp
Traits of Character: Community-oriented, motivating, adaptive
Estimated Assets/Income: $100M+ (Burn Boot Camp franchise value)
Devan and Morgan Kline co-founded Burn Boot Camp, a women’s-focused fitness franchise that has expanded to numerous locations across the U.S. Their business model emphasizes empowerment, high-energy workouts, and creating strong communities, particularly for women. Burn Boot Camp’s rapid growth is a testament to their ability to create a scalable business and a loyal customer base.
15. Arnold Schwarzenegger
Gym/Business: Arnold Schwarzenegger’s Fitness Network (including Arnold Classic, Gold’s Gym partnerships)
Traits of Character: Visionary, charismatic, disciplined, brand builder
Estimated Assets/Income: $400M+
Arnold Schwarzenegger is a legendary bodybuilder, actor, and entrepreneur who revolutionized both the fitness and entertainment industries. His partnerships with Gold’s Gym, his own Arnold Classic events, and his fitness brand have generated immense success.
Arnold’s discipline, charisma, and ability to transcend multiple industries (fitness, entertainment, politics) have solidified his legacy as one of the most influential figures in the fitness world.
Arnold Schwarzenegger’s addition to the list highlights his multi-faceted impact on the fitness industry, from his early days as a champion bodybuilder to his later success as a businessman and philanthropist. His legacy continues to shape fitness culture globally.
Tips for Success-Hungry Fitness Business Owners
Now that you know what sets most successful gym owners apart from the rest, you can start doing the same.
By following these steps and adopting the traits of successful gym owners, you’ll build a strong foundation for your business. Keep evolving, stay motivated, and focus on creating a gym that helps people transform their lives.
With a combination of creativity, courage, and hard work, you can achieve success and make a lasting impact in the fitness industry.
Step 1: Be Creative. Implement Your Unique Ideas.
To stand out in the competitive fitness industry, you need to be innovative and come up with unique ideas. Whether it’s a new fitness trend, a creative workout program, or a niche community, think about what you can offer that’s different from everyone else.
- Inspiration: Arnold Schwarzenegger, Joe DeSena, and Tony Horton.
- How to Do It: Identify gaps in the market or problems that fitness enthusiasts face and create solutions. Consider creating a unique fitness program like Joe DeSena’s Spartan Race, or Tony Horton’s P90X, that provides a solution people can’t find elsewhere.
Step 2: Be Courageous. Don't Be Afraid of Taking Risks.
Building a successful gym business requires courage to take risks and step into the unknown. Whether you’re launching your own gym, building a franchise model, or entering an unconventional fitness niche, you need the confidence to invest in your ideas and stay committed even when things seem uncertain.
- Inspiration: Mark Mastrov, Arnold Schwarzenegger, and Matt Hesse.
- How to Do It: Take bold decisions, such as investing in a gym when others doubt you or expanding to multiple locations. Think of Arnold Schwarzenegger’s decision to leave Austria and move to America to pursue bodybuilding, and then parlaying that into acting and business ventures.
Step 3: Be Modern. Leverage Technology to Streamline Operations.
To be successful in the 21st century, you must embrace technology and use it to your advantage. This includes incorporating apps for personal trainers, gym scheduling software, and online coaching platforms to improve client experiences and simplify administrative tasks.
- Inspiration: Anna Victoria, Ben Bergeron, and Simeon Panda.
- How to Do It: Use technology to offer virtual classes (like Anna Victoria’s Fit Body App) or create your own fitness tracking app. Implement gym management software to automate scheduling, and gym payment systems for easier and more effective billing.
The more you automate, the more time you can spend focusing on growth.
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Step 4: Build Strong Relationships and Community.
A strong community-oriented approach can be a powerful driver for gym success. Your gym should be a place where people feel they belong. Create strong connections with your clients, and foster an environment where they feel supported, both in their fitness journey and in life.
- Inspiration: Rachel Cosgrove, Matt Hesse, and Devan & Morgan Kline.
- How to Do It: Develop a culture of inclusivity, like Rachel Cosgrove’s Results Fitness, where every member feels like they are part of the family. Foster loyalty and connections through personalized coaching, group classes, and community events.
Step 5: Be Motivational and Empowering. Lead by Example.
To inspire others, you need to lead by example. Your energy, attitude, and work ethic should motivate and empower your clients. A great leader encourages others to push past their limits while showing empathy and support.
- Inspiration: Anna Victoria, Jen Widerstrom, and Lacey Stone.
- How to Do It: Whether you’re teaching classes or coaching clients one-on-one, adopt a motivational and positive mindset. Like Chris & Heidi Powell, develop programs that not only focus on fitness but also on personal transformation, and support people through their physical and emotional challenges.
Step 6: Be Results-Driven. Focus on Delivering Tangible Outcomes.
Results matter. Whether it’s strength gains, weight loss, or improving flexibility, your gym must deliver real, tangible results to build trust and retain members. This is where a data-driven approach can help.
- Inspiration: Ben Bergeron and Matt Hesse.
- How to Do It: Track client progress and provide regular feedback. Use performance tracking systems or apps to monitor improvements in fitness levels. Offer clear pathways for clients to achieve their goals and celebrate every milestone, just like Matt Hesse’s The Camp Transformation Center.
Step 7: Create a Brand That Reflects Your Vision and Values.
Your brand should reflect who you are and what your gym stands for. Build a recognizable personal brand that connects with your target audience. A compelling brand identity and messaging help you attract and retain clients who align with your values.
- Inspiration: Arnold Schwarzenegger, Simeon Panda, and Tony Horton.
- How to Do It: Define your gym’s core values (e.g., empowerment, health, fitness, community) and reflect them in your marketing, gym atmosphere, and communications. Let your brand name be one of the most memorable gym names that conveys your values and approach. Create a unique logo, tagline, and messaging that resonates with your audience, just like Tony Horton’s P90X branding.
Step 8: Develop a Scalable Business Model.
If you want to grow, you need a scalable business model. This could mean creating a franchise system, online coaching programs, or licensing your fitness program to other gyms. Scaling your gym can exponentially increase revenue and brand reach.
- Inspiration: Mark Mastrov, Mike & Rachel Neidert, and Joe DeSena.
- How to Do It: Look at franchising models like Burn Boot Camp or the Spartan Race. Consider launching a digital product or app that can be sold to a wider audience, or open new gym locations that follow a proven operational model.
Step 9: Be Adaptable. Learn from Feedback and Evolve.
The fitness industry is constantly evolving, and so should your business. Be adaptable and open to feedback from your clients and employees. If something isn’t working, change it. If something is working, double down on it.
- Inspiration: Ben Bergeron, Arnold Schwarzenegger, and Rachel Cosgrove.
- How to Do It: Regularly survey clients to find out what they like or dislike. Stay up to date with industry trends (e.g., wearable fitness tech, HIIT, functional training) and adapt your programs to meet new demands. Arnold Schwarzenegger’s ability to pivot from bodybuilding to acting and then to business is a prime example of adaptability.
Step 10: Strive for Continuous Improvement. Invest in Your Growth.
As an entrepreneur, you can never stop growing. Strive for continuous improvement, both in your personal skills and in your business. This can include upskilling, learning from mentors, or improving your gym’s systems.
- Inspiration: Rachel Cosgrove and Tony Horton.
- How to Do It: Invest in your education – attend fitness conferences, hire business coaches, or take courses on marketing and management. Implement feedback loops in your business to learn what works and what doesn’t. For example, perform a gym survey periodically. Over time, systems like automation or outsourcing can help you scale without sacrificing quality.
Step 11: Stay Disciplined and Consistent.
Discipline is key to success. Consistency in your work ethic and approach will help you build momentum and achieve long-term success. This discipline also extends to your business practices, ensuring you don’t make shortcuts.
- Inspiration: Arnold Schwarzenegger, Ben Bergeron, and Simeon Panda.
- How to Do It: Set clear goals, both for your gym’s growth and your personal development. Develop daily habits that contribute to your success, such as fitness (for you to lead by example), client outreach via your gym CRM, and financial tracking thanks to a gym billing software.
FAQ
If you want to become one of the most successful gym owners, follow this strategy:
- Innovate and Differentiate: Offer unique fitness programs or services that set you apart from competitors.
- Build a Strong Brand: Develop a compelling brand that resonates with your target audience and reflects your values.
- Leverage Technology: Use gym management software, virtual classes, and fitness apps to enhance the customer experience.
- Focus on Community: Create a supportive and engaging environment that fosters loyalty and word-of-mouth referrals.
- Scale Smartly: Consider franchising or expanding through multiple revenue streams (e.g., online coaching, fitness products).
- Adapt to Trends: Stay updated on fitness trends (e.g., hybrid models, wellness focus) and continuously evolve your offerings.
- Provide Results: Ensure clients see tangible fitness results through personalized coaching and well-structured programs.
- Maintain Consistency: Stay disciplined, offer excellent customer service, and continually refine your operations for long-term success.
Gym owners can be highly successful, especially those who scale their business through franchising or by leveraging digital platforms. Some gym owners generate millions in revenue, like the founders of Orangetheory Fitness or 24-Hour Fitness. However, success depends on location, business model, and the ability to adapt to trends such as virtual fitness or niche offerings.
The future of the gym industry is shaped by hybrid fitness models (in-person + virtual), technology integration (e.g., smart equipment, apps), and an increasing focus on wellness (mental and physical health). Specialized niche fitness, and community-based models are also expected to grow in importance. This is what gym owners should take into consideration.
Orangetheory Fitness is one of the most successful gym franchises, with over 1,500 locations worldwide and annual revenue exceeding $1 billion. Other successful franchises include F45 Training, Anytime Fitness, and Gold’s Gym, each excelling in different market segments and offering scalable, flexible business models.
