With fitness becoming a top priority, opening a gym can be a great opportunity to help others achieve their goals and build a successful business.
But before that, you need a solid plan to turn your passion for fitness into a gym that really works.
I get it—writing a business plan can feel overwhelming. Kris Herbert, the owner of The Gym Venice, felt the same way when he first started.
I recently spoke with Kris about his journey—how he stayed organized, tackled industry challenges, and built a gym he’s truly proud of.
From those insights, I've created this guide to help you navigate the process and set yourself up for success!
Why is a gym business plan important?
A gym business plan isn’t just a professionally-written document but a strategic roadmap to transform your idea into a successful gym. Here's why it matters:
- Helps you to set clear goals, whether you're targeting one gym or planning for expansion.
- Shows potential investors or lenders that you have a good strategy and a clear direction for the business.
- Lets you predict upcoming challenges, like low membership or competition, and come up with solutions.
- Allows you to track progress, look over strategies, and make adjustments when needed.
In short, a strong gym business plan is key to making sure your gym succeeds in the long run.
How to create a solid gym business plan?
In this guide, you’ll see what a gym business plan should include and how to put it all together step-by-step.
1. Executive summary
The executive summary is an introductory part of your gym business plan. It gives a quick overview of your gym and highlights the most important details.
The primary goal of this section is to capture readers’ attention (be it investor, business partner, or lender) and convince them to learn more about your gym. Hence, keep it short, simple, and interesting.
Here's what to include in this section:
- Your business model and goals
- Growth potential in the fitness industry
- Target customers
- Unique value propositions
- Marketing plan
- Financial highlights
Think of your plan summary as the elevator pitch—explaining what your fitness business is about and what makes it different from other gyms.
"At first, writing the executive summary for my fitness business was challenging because I needed to capture its core purpose in just a few lines.
Summarizing what makes our gym stand out while keeping it clear and concise wasn’t easy. But after researching the fitness market and refining our unique approach, the vision became much clearer.
Once I had a strong summary that highlighted our potential, everything fell into place—it gave me confidence and a clear direction for the business."—Kris Herbert
2. Business description
Share the story of your gym business in this section. Begin with the name of your gym, location, and business structure—whether it’s a sole proprietorship, LLC, or partnership.
Discuss how your gym started and what triggered you to join the fitness industry, and how you implemented this idea. Also, discuss pivotal moments or achievements you have reached so far.
Next share your mission statement—what values guide the way you provide fitness services and what you want your gym to become in the future.
Lastly, outline your short-term and long-term goals; for instance, providing new classes, attracting more clients, or expanding your business.
"Describing The Gym Venice in the beginning wasn’t easy. I found it difficult to put into words what made it unique and how to structure my ideas clearly.
Everything changed once I defined the experience I wanted to offer and identified what set us apart from other gyms. That clarity made all the difference.
By setting clear goals and focusing on member satisfaction, I gained the confidence to move forward."—Kris Herbert
3. Market research
Conducting thorough market research helps you understand the gym industry and the local fitness facilities. It allows you to identify your target audience, assess competition, and determine what sets your gym apart.
This research not only shows potential investors or partners that you have a clear plan, but it also helps you position your gym for long-term success.
To make this section impactful, include the following elements:
- Size of the local fitness market
- Industry growth projections
- Market demand
- Local regulations
- Current fitness trends
By analyzing these key factors, you can discover growth opportunities, align with industry trends, and develop a strategy that will set your gym up for success.
"Researching the market for my gym was a bit overwhelming at first. I needed to understand local fitness trends and what people were looking for in a gym.
But once I identified the demand for a welcoming, well-equipped space, everything became clearer. I felt confident that my vision aligned with what the community needed, giving me the push to move forward."—Kris Herbert
4. Customer analysis
Customer analysis for your gym business is about understanding who your members are and what they need to achieve their fitness goals.
Start by identifying your ideal clients. Are they beginners looking to get in shape, athletes training for performance, or people focusing on overall health and wellness? Understanding this helps you provide the right programs and services.
Think about what your customers value—personalized training plans, variety of classes, flexible hours, or affordability. This will guide you in tailoring your gym offerings to meet their needs.
Also, consider how your audience finds and joins your gym—do they sign up online, through social media, or visit in person? This information helps you shape your marketing strategy.
If applicable, create a buyer persona to better understand your target audience and customize your offerings to attract them. For instance:
Understanding your clients lets you create a gym experience that fits their needs, set prices accordingly, and ensure you attract more sign-ups.
“At first, I struggled to figure out who my gym was really for. Should I focus on casual gym-goers, dedicated athletes, or busy professionals who just needed something convenient? It wasn’t clear.
But everything started to click when I stopped overthinking and just paid attention to what people actually wanted—structured training, a motivating atmosphere, and flexible workout options that fit their lives.
Once I understood that, everything fell into place.”—Kris Herbert
5. Competitive analysis
Competitive analysis helps you identify and understand your competitors as well as map out what makes your gym different.
Go visit other local gyms in your area. Look at their location, services, and exercise equipment. See how your fitness facilities compare to theirs.
Check their prices—are they cheaper or more expensive? Find out how they advertise their gym, like on social media or local ads.
Further, read reviews from their clients to learn what people like or dislike. This will help you find ways to improve your fitness center and offer a better client experience.
Doing thorough competitive analysis helps you better distinguish your gym as one that offers more than other fitness businesses in your area.
“Looking at other gyms helped me see what was missing.
Most just offered equipment and memberships, but they didn’t focus much on community, personalized training, or flexibility.
So, I made those my priority. By creating a gym that’s supportive, adaptable, and built around people’s needs, I’ve made it a place where members stay motivated and keep coming back.”—Kris Herbert
6. SWOT analysis
Next, conduct a thorough SWOT analysis. This will help you assess your gym’s internal strengths and weaknesses, along with the external opportunities and threats in the market. For instance:
This approach keeps you realistic about potential challenges as you launch. Use these insights to craft strong business strategies for long-term success.
"Analyzing weaknesses wasn’t the most enjoyable part, but it was necessary.
I had to admit that as a new gym, we don’t yet have the reputation or loyal client base that more established fitness centers do, which could make attracting clients a challenge.
Once I recognized that, I focused on turning it into an opportunity. I decided to build a strong community-driven atmosphere and leverage social media to engage directly with potential customers."—Kris Herbert
7. Marketing strategy
A good marketing strategy can help you attract more clients and build a strong, recognizable brand for your business.
This will let you focus on bringing in new clients through promotions and marketing efforts while keeping current members engaged with offers and programs that encourage loyalty.
Moreover, it explains how you need to highlight your gym’ s special features, such as top-quality equipment, skilled trainers, or a friendly atmosphere.
Here are some marketing tactics to include in your plan:
- Promote on social media platforms (Instagram, Facebook, etc.)
- Use SEO to make your gym easy to find online
- Offer promotions or special deals to attract new customers
- Send email updates with fitness tips, events, or discounts
- Partner with local businesses or health service providers
A well-thought-out marketing plan showcases investors how you’re going to reach potential customers and why they should choose your gym over others.
"Developing the marketing plan for The Gym Venice was challenging at first, with so many options to choose from.
But by focusing on social media platforms like Instagram, partnering with local businesses, and offering special promotions for new members, I created a clear and effective strategy to attract sign-ups.
Seeing everything come together was rewarding—it gave me a solid path to grow my gym and build a strong fitness community."—Kris Herbert
8. Operations plan
The operations plan outlines how your gym business will function daily, covering client management, facility maintenance, and customer service.
Start by detailing how you'll handle memberships, manage check-ins and check-outs, and ensure a seamless workout experience for members.
Next, explain how you'll maintain the gym, including routine cleaning, inspecting and servicing equipment, and addressing repairs promptly to keep everything in optimal condition.
If necessary, mention any staff required, such as a gym manager, personal trainers, or maintenance personnel, and how they will contribute to efficient operations and member satisfaction.
"Planning out the gym’s operations required me to think through every detail, from managing memberships to keeping the equipment in top shape.
Once I organized everything into clear steps, it all started to come together. Having a solid plan in place gave me the confidence to run the gym smoothly and ensure members have the best experience possible."—Kris Herbert
9. Management team and organization
Running a gym requires a strong management team. And this section outlines who’s responsible for daily operations and how everything is handled.
If you’re managing the gym yourself, briefly explain how you'll handle key tasks like memberships, customer service, marketing, maintenance, and finances. Highlight any experience or skills that make you a good fit for the role.
If you have a team, introduce key roles such as a gym manager, personal trainers, front desk staff, and maintenance crew. Describe how each team member contributes to a smooth and efficient gym experience.
Moreover, a simple organizational chart can help show how different roles connect and work together. Like:
Lastly, mention any advisors or industry experts who provide guidance on business strategy, finances, or overall operations.
"Clearly defining my team’s roles and expertise was harder than I expected. I wanted to showcase how each person contributed to running the gym efficiently.
Once I structured their skills and responsibilities in an organized way, everything became clearer.
Not only did this highlight our strengths, but it also made our business plan more appealing to investors and partners."—Kris Herbert
10. Financial plan
Your financial plan will explain how your gym will generate income, stay profitable, and manage risks.
This section helps not only in attracting investors and getting loans but also gives you the opportunity to look at the long-term financial viability and sustainability of your gym.
Begin by including the following critical financial statement and reports for the first 3 to 5 years of operation:
- Income statement (profit and loss statement)
- Cash flow statement
- Break-even analysis
- Balance sheet
Further, add the start-up costs, projected revenue, and running expenses. Specify the total amount of money you’re asking for and sources of such funding.
Lastly, don't forget to mention some potential financial risks involved, like change in market or unforeseen expenditure, and explain how your fitness center will cope with those through a risk management plan.
"Creating realistic financial projections was intimidating at first. Figuring out revenue projections, expenses, and startup costs felt like a huge challenge.
But once I used a financial forecasting tool, I was able to break things down step by step, analyze when the gym would break even, and get a clearer picture of profitability.
This tool gave me the confidence to move forward and secure the necessary funding."—Kris Herbert
Download free gym business plan template
Ready to create your gym business plan from scratch but need some extra help? Don’t worry! Download our gym business plan template in PDF to kickstart your journey.
This investor-ready template has helped thousands of gym owners build successful plans. With practical examples and helpful tips, it helps you simplify the process and create a plan that covers all the essential details.
Conclusion
Now that you've explored the above guide, it should be easier for you to create a business plan for a gym.
If you're still uncertain about the details or need professional guidance, consider connecting with our business plan consultants. Our team of experts will help you fine-tune your plan and ensure it includes all the key elements that investors are looking for.
Don’t wait any longer—get a quote today!
Frequently Asked Questions
What could be the primary sources of revenue and expenses for a gym business?
A gym business makes money from membership fees, personal training sessions, fitness classes, and selling supplements. On the other side, the key expenses include rent, staff salaries, gym equipment, marketing, and utilities.
Where can I find a sample gym business plan PDF?
You can find a sample gym business plan PDF on reputable websites like Bplans, LivePlan, Upmetrics, and PlanGrowLab.
How can I get funding for my fitness business?
You can get funding for your fitness business in several ways:
- Personal savings
- Bank loans
- Investors
- Government grants
- Crowdfunding platform like Kickstarter
What key components should be covered in a detailed gym business plan?
A detailed gym business plan should include the following key components:
- Executive summary
- Business description
- Market analysis
- Competitive analysis
- Sales and marketing strategy
- Operations plan
- Management team
- Financial projections
How much does it cost to write a gym business plan?
The cost of writing a gym business plan might vary between $7 (or even free) and $25,000 or more. It usually depends on the business planning method you choose:
- Write it yourself
- Hire a professional
- Using business planning software
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