How To Start a Fitness Business in 9 Practical Steps

No two fitness journeys are alike. One person might cue up a YouTube HIIT workout in their living room, while another joins a sunrise yoga session in the park. Some find motivation in the clanging of equipment at a CrossFit gym; others prefer solitary runs.

For aspiring fitness entrepreneurs, this variety opens the door to countless opportunities, from launching a new product line to offering specialized training programs for elite athletes. In the fitness and health club industry, creativity pays off.

Here’s some expert advice on how to start a fitness business.

Types of fitness businesses

Fitness entrepreneurs aren’t limited to traditional gym ownership. Today’s market spans everything from specialized coaching apps to niche equipment brands, with plenty of lucrative territory in between. Here are the most popular types of fitness businesses, broken up by services and products:

Fitness service businesses

These businesses operate in brick-and-mortar locations or remotely, focusing on helping clients achieve their fitness goals:

• Gyms and fitness studios. Brick-and-mortar fitness facilities range from general membership gyms to specialized studios, like yoga centers or CrossFit gyms, where clients pay for classes. Even retail brands can incorporate this model. For example, Gym+Coffee’s physical Clubhouse locations double as community hubs for meetups and events.

• Personal training services and coaching. This model centers on selling expertise through one-on-one training, group coaching, and personalized workout plans. This could be in-person or online personal training, with revenue generated from session fees or subscriptions to training programs.

• Group classes and fitness events. You can run fitness challenges, boot camps, or sports clubs where clients pay per class or via memberships. Performance-driven running apparel brand Bandit Running, for example, grew out of hosting group runs in New York City, opting for word-of-mouth marketing rather than placing ads for the first year to help build its loyal following.

• Online fitness apps and platforms. Bring the gym to your clients with fitness apps, streaming classes, or online coaching communities. Clients subscribe for access to workout videos, training programs, or live classes.

Fitness product businesses

Selling fitness products lets you reach customers anywhere while building brand recognition when people use your gear or apparel in public:

• Sports equipment and gear. Design and sell new types of gear people use to stay fit or play sports, focusing on innovation or quality within a specific niche. Joola, for example, applied its table tennis paddle expertise to pickleball equipment, capturing a large, all-ages market hooked on this new sport.

• Fitness apparel and athleisure. Create clothing and accessories for active lifestyles and carve out a niche by connecting with a specific community. For example, Eastside Golf blends streetwear with golf tradition—its signature logo, a Black golfer mid-swing in jeans and a gold chain, appears on nearly every piece, telling a consistent story of inclusivity and contemporary design.

How to start your own fitness business

1. Identify your fitness niche
2. Outline your products and pricing
3. Make a business plan
4. Get certification and licenses
5. Register your fitness business
6. Find a location
7. Set up a financial plan
8. Create a website
9. Find your clients
10. Scale your fitness business

Careful planning can be the difference between success and failure—let these steps be your guide:

1. Identify your fitness niche

Start with thorough market analysis to identify gaps or underserved fitness niches. Look for unmet needs that align with your interests and skill set. For example, consider niches like functional fitness for older adults, workplace wellness programs for remote teams, or equipment designed for small apartments. These are areas where traditional gyms and fitness companies may fall short.

Successful founders often pinpoint specific problems: During the 2020 lockdowns, Will Torrez of Zeno Gym noticed that people lacked access to gym equipment at home, so he pivoted from making hotel furniture to designing an all-in-one workout bench, propelling his company to over $20 million in sales.

2. Outline your products and pricing

Decide how you will generate revenue. Consider offering memberships, class packages, drop-in fees, training sessions, and product sales. Set pricing that is competitive—but not at the expense of profitability—and consider cultivating a few different revenue streams. A gym, for instance, might earn money from membership dues, branded fitness merchandise, and smoothie bar sales.

3. Make a business plan

Once you’ve identified your niche, products, and pricing, draft a business plan that outlines your business model and unique value proposition (UVP). Your business plan details how your startup will serve its niche and outlines your revenue model. It’s more than a pitch for investors; it’s a roadmap for your company. Here, you turn loose ideas into a concrete strategy, backed by market research and revenue planning. (The financial plan, discussed later, will cover the dollars and cents.)

Get specific about operations—like staffing needs, equipment requirements, and your marketing approach. Spell out how you’ll reach customers, whether that’s spending money on local Facebook ads, partnering with nearby physical therapy clinics for referrals, or hosting free fitness challenges to build brand awareness.

4. Get certification and licenses

Proper certification proves you have the expertise to safely and effectively train clients, protecting both their well-being and your professional reputation.

If you’ll be working as a personal trainer or instructor, certifications from accredited organizations (like NASM, ACE, or ISSA) are typically required by your state or local area for insurance and liability purposes. Requirements vary by location, so check your local regulations.

Specialized fitness businesses often need specialized credentials. For example, many yoga studios in the US require instructors to have 200-hour or 500-hour certifications from Yoga Alliance-registered schools. Similarly, anyone opening a CrossFit affiliate must complete the Level 1 Certificate Course.

In addition to professional certifications, secure any licenses or permits required to legally operate your business. A brick-and-mortar gym or studio often needs a general business license from the city or county. You may also need health permits to comply with safety regulations, especially if you offer services like massage, serve drinks in a smoothie bar, or handle childcare on-site.

While not officially considered a license, liability insurance is essential for fitness businesses. It protects against potential risks and is often required by landlords or in partnership agreements.

5. Register your fitness business

Decide if you’ll operate as a sole proprietorship, form a limited liability company (LLC), or incorporate. A freelance personal trainer working one-on-one with clients in their home gym might start as a sole proprietorship for simplicity, while a CrossFit box or yoga studio with instructors and front desk staff would likely benefit from an LLC’s liability protection. A performance apparel company with plans to sell nationally and attract venture capital might incorporate.

As part of this process, settle on a name that embodies your brand and isn’t already in use. You’ll register that name with your state or local authorities. If you haven’t already, check if the domain name for a website is available.

Once you’ve chosen your business structure and name, you’ll need to take a few administrative steps to make your business official:

• Get an employer identification number. An EIN is the business equivalent of a Social Security number. Apply for one through the IRS website (if you’re in the US) to obtain a federal tax ID. This number lets you hire employees, secure a business bank account, and file taxes.

• Apply for local business licenses. Some cities and counties have licenses and permits of their own, beyond what the state may require.

• Choose a bank and record-keeping system. Obtain a business bank account and establish a record-keeping system. Keeping finances separate—and having a dedicated business account—is important for tracking your revenue and expenses and simplifies things come tax time.

6. Find a location

If your fitness business needs a physical space—like a gym, fitness studio, or office—start by considering your target audience and which locations are most convenient for them. Are you opening a yoga boutique studio aimed at young professionals? A spot downtown or near an office cluster might be ideal. Launching a family-oriented martial arts gym? Consider a suburban location with ample parking. Research different neighborhood demographics and their foot traffic.

The size and layout of the space must also suit your services. For example, you’ll need open floor space for group classes, ceiling height for CrossFit rigs or climbing walls, or private rooms for training and consultations. Consider the condition of the property and any renovations needed to install equipment, flooring (like shock-absorbing mats), mirrors, and sound systems.

Don’t forget to review the lease or purchase terms carefully; long-term rent can be a major expense. Negotiate terms that give you flexibility as a new business, like a shorter initial lease.

7. Set up a financial plan

Creating a financial plan means calculating how much it will cost to launch and operate your business and how you’ll cover those expenses once the business is rolling.

Begin by adding up your startup costs. Those may include:

• Facility costs, including lease deposits or down payments if you bought property

• Renovation or decorating costs

• Equipment purchases, from treadmills to yoga mats, depending on your business type

• Technology costs like computers, booking software, or a sound system

Don’t overlook smaller startup costs like business insurance premiums, permits, and marketing materials for your grand opening. Once you’ve listed all start-up expenses, decide how you’ll fund them: through personal loans, savings, angel investors, or small business grants.

Next, estimate your ongoing operating expenses and ensure you have a plan to sustain your business after the opening excitement. Typical monthly expenses include rent payments or mortgage installments, utilities, staff payroll, and software subscriptions for personal trainers, scheduling, or billing. Estimate how many clients or sales you need per month to cover those expenses and turn a profit. Be conservative in your revenue estimates—it can take a few months to build up a steady client base. There will always be unexpected expenses, but this gives you a solid place to start.

Identify the break-even point—when income covers costs—and set profitability milestones. Consider putting aside a cash reserve or securing a business line of credit for unplanned expenses or slower seasons.

8. Create a website

Your website needs to communicate who you are and what you sell at a glance. Make it user-friendly by organizing your services or products into categories like classes, training, or products, and optimize for mobile. If you’re opening an online retail business, responsive web design ensures customers can shop easily from any device.

Produce high-quality photos and videos for website content. If you want to be in the wellness industry and offer yoga classes, you might take serene, professional images of a class in session, so visitors can picture themselves there. Ensure consistent branding by using the same logo, colors, and voice on your website, social media, and in your physical location, if you have one.

Boxing apparel brand BOXRAW weaves its mission into every corner of its online presence. The brand’s website and content revolve around a clear narrative: evangelizing the boxing lifestyle. When you land on the homepage, you immediately see it’s not just selling hoodies or gloves—it’s selling a point of view.

9. Find your clients

Getting your first clients requires proactive outreach and building relationships. Start in your immediate community: friends, gym buddies, and local clubs. Consider hosting or joining local events. If you’re opening a cross-training gym, for example, run a free boot camp in the park to share your style. In the fitness industry, personal connections can snowball into your future clients and customers.

rabbit, a performance apparel brand founded by two competitive runners, has cultivated a strong community that actively shapes the brand’s direction. “We always talk about how we make performance running products, but at the end of the day, we’re supporting the dreams of our community,” says co-founder and CEO Monica DeVreese on an episode of the Shopify Masters podcast. “That’s where, for us, we’re getting all of our insights.”

Here are proven marketing strategies to attract your first clients:

• Social media marketing. Share behind-the-scenes videos of your 5 a.m. gym setup routine or film yourself perfecting a new HIIT sequence in your garage.

• Paid ads. Target Google ads to people who’ve recently searched for “home gym equipment” or “yoga classes near me” or Facebook and Instagram ads to those who have shown interest in fitness, yoga, or home workout content through their profile information and page likes.

• Influencer marketing. Get acquainted with local runners, yoga teachers, or fitness enthusiasts with loyal followings in your area.

• Co-marketing. Team up with businesses like healthy meal prep services, athletic wear boutiques, or wellness spas to cross-promote services.

• Email marketing. Schedule weekly Workout Wednesday emails featuring a quick 10-minute routine that subscribers can do anywhere, building anticipation for your classes while proving your expertise.

10. Scale your fitness business

After you’ve established your business and have a steady stream of existing clients, start thinking about growth. If you run a local gym or studio, scaling might mean expanding your facility, opening a second location, or franchising your concept. If you offer personal training, you could hire another personal trainer or two, or start selling online training programs to reach clients beyond your area.

Whatever path you take, scaling requires balance. You need to grow revenue and impact without sacrificing the quality that made your business successful. Start by reviewing your metrics regularly, including membership numbers, class attendance rates, client retention, and profit margins. Waitlists for full workout classes or training slots are signs that demand is exceeding your current capacity. See that as a green light to expand.

Finally, pay attention to client feedback. For example, if members consistently ask for services you don’t offer—like nutrition coaching or more class times—they could be growth opportunities.