How to open a fitness studio. We tell you how you can open a fitness club from scratch

Content

• Market analysis
• SWOT analysis
• Opportunity Assessment
• Description of service
• Marketing plan
• Production plan
• Organizational plan
• Financial plan
• Risks
• Tips and additional features

Note: This business plan, like all others in the Business Plans section, contains calculations of average prices, which may differ in your case. Therefore, we recommend that you make calculations for your business individually.

In this article, we will talk about this type of business as a fitness club and will try to write a detailed business plan for a fitness club with calculations.

Initial investment and payback

At the start there were four of us, and in total we invested about 2 million rubles in the club. The low amount was due to the fact that we did a lot of it ourselves.

The investment paid off in 2.5 years, while in nine years there was not a single period when the club worked only for profit. So that such a business could develop effectively, I set myself a salary. All other money goes into equipment and development of the club.

If we only made profit, the club would have closed long ago. The fact that we did not invest much money at the initial stage later forced us to invest additional funds in the project.

The fact that enthusiasts who initially believed in the business eventually left suggests that enthusiasm alone is not enough to start a business. Sometimes I ask myself the question: what held me back? Apparently, an understanding of responsibility to the people I hired.

Market analysis

Institutions in the fitness industry are becoming increasingly popular today. This is due to people’s desire to be healthy. And if at the time of the appearance of the first such clubs these were premium-class establishments, today almost any person has access to such services.

In Russia, classes in fitness clubs appeared only 20 years ago. At the same time, people are more willing to go to Russian establishments than international ones, whose share is only 1% of the total number of fitness centers.

Every year the number of clubs increases by 20%. This is due to the desire to be like their European neighbors. Today, there is an increased demand for the services of fitness clubs. Because being healthy is fashionable.

According to the results of research conducted by analysts, it turned out that most often people go to such establishments to become even more beautiful and well-groomed. The next factor of motivation – psychological tone – lags behind almost twice. But in third and fourth places are improving physical fitness and spending free time, respectively.

As it turned out, most often women visit fitness clubs. Their total share is 70%, that is, more than 2 times more than men.

If we talk about age characteristics, more than 50% of visitors are young people aged 18 to 24 years.

Most often, fitness clubs are visited by people with average incomes, less often by wealthy people. It is also interesting that people with no income make up a quarter of all visitors.

It is also noteworthy that most often people with higher education go to such institutions.

Based on the data obtained, it is possible to draw up a portrait of a potential buyer : most of them will be young women (18-34 years old) with an average income, having some kind of education; their main goal will be the aesthetic component. Also, these will be men of approximately the same age who are interested in their health and increasing their physical capabilities. Thus, we can conclude that when developing a business plan, you need to pay most attention to people with an average level of income.

If we talk about competitors, these will primarily be well-known chains of fitness clubs. To a lesser extent, competition will come from single establishments. Firstly, they will not be able to serve a large number of the population, and secondly, hardly anyone knows about them either. Therefore, the main competitor will be the well-known branded places that have already captured part of the market. They will have to fight with the help of lower prices, the qualifications of workers, and the quality of services provided.

I would like to note that the Russian market for fitness services has enormous potential, because not so many people go to clubs today - there could be a lot more of them.

The most profitable niche would be family fitness. Firstly, this industry is not yet so developed. Secondly, several family members will be immediately involved. The main income will presumably come from gym users. This type of service is in the highest demand among consumers today.

Documents and office work

No special permits or licenses are required for the gym itself. Regular registration as an individual entrepreneur is sufficient. You can entrust registration to a law firm, fortunately there are many of them now and services of this kind are inexpensive: 6-12 thousand rubles. depending on the region, including state duty. But it’s not difficult to register yourself.

It is better to entrust the accounting to an accounting firm. Here the situation is the same as with lawyers: inexpensive and there is as much choice as you like. Without being an experienced accountant, you can screw things up in such a way that fines and sanctions will cover the cost of an accountant’s services for years to come.

But if you plan to sell special nutrition with bodybuilding drugs at the same time, do not be tempted by the advertised markup of 100-300%. For official, legalized such trade, a lot of expensive and troublesome paperwork, a license, and special permission will be required.

It’s better to agree with the supplier to open a retail outlet at your location, or enter into a dealer agreement. Then you will be legalized immediately, and all that remains is to hang a framed copy of the license on your wall.

SWOT analysis

Team

Because we have minimal turnover, we rarely hire new employees. Usually, the need for new personnel arises in connection with the opening of new directions or the relocation of trainers to other cities - St. Petersburg, Krasnodar.

It is difficult to find administrators, but with coaches the situation is simpler. There are fans of fitness, healthy living and professional performances who simply need to be adapted to work with clients.

Creating a family format is the most correct step I have taken during the existence of the business. Thanks to him, the atmosphere of the club changed, trust emerged between people, and employees began to feel more comfortable. Now administrators themselves hire future colleagues.

Partial self-management helps adapt the schedule to the client's needs. The trainer is friends with the client, so his wishes are immediately taken into account.

I haven’t worked in other clubs, but from talking with the heads of large chain clubs in St. Petersburg, I realized that this level of freedom is not accepted in fitness. In large clubs there are regulations, rules, a security service that monitors what the coach is doing.

The fact that this is not customary here frees me from unnecessary routine and control. I would like to scale this model across the country through a franchise. But the transition to such a system depends not only on the manager; it requires responsibility from every employee.

Opportunity Assessment

The fitness center's operating hours will be as follows:

Total: 80 hours per week.

In principle, there is no seasonality in demand for this type of service, except that in the summer the number of visitors decreases slightly.

In the future, you can increase demand and attract new customers by expanding the range of services and providing related services (selling sports nutrition, branded sportswear, opening a bar).

Organizational and legal issues:

1. You need to start by choosing a legal form. For the first time, you can limit yourself to registration or LLC. The first option is the most attractive due to the simple registration procedure and loyal taxation methods. In addition, opening an individual entrepreneur most often involves working with individuals, rather than legal entities. The OKVED codes, most likely, in cases of opening fitness centers will be as follows:

• 04 – Health and physical education activities.
• 61 – Operation of sports facilities.
• 62 – Other activities related to sports.

Special attention should be paid to this point. All types of activities must be reflected in an extract from the Unified State Register of Legal Entities (for private entrepreneurs) or from the Unified State Register of Legal Entities (for LLCs).

1. Passing an inspection at Rospotrebnadzor (permission is not required to start work). They check the existing documents for ventilation, air conditioning, housing office documents (if necessary), as well as medical records of workers in contact with visitors.
2. Passing a fire inspection. Here you also need to prepare for their arrival. There must be emergency exits and fire extinguishers.
3. You don't need to obtain any licenses either. This can be done to create a more trusting relationship on the part of clients.
4. Choice of taxation system. As a rule, they choose a simplified one. The tax is paid either 6% of total income, or 5-15% of the difference between income and expenses (the percentage is set separately for each region, but most often it is 15%).
5. We also recommend accepting payments from our clients by bank cards. To do this, you need to open a bank account. By the way, we wrote an article about which bank to open a current account in.

It is worth remembering that for each visitor to the gym there is 6 m2, and for fitness or aerobics - 2 m2.

Rented premises:

This will be a commercial space. It is best to choose one of two options:

• city ​​center (plus the number of visitors, minus the high cost of rent);
• residential area (plus an affordable price, but the level of visitors will be lower than in the first option).

There must be room in the locker rooms for shower equipment.

Calculation of room area:

• halls for fitness and aerobics – 2 m2*15 people = 30 m2;
• gym – 6 m2*15 people = 90 m2;
• locker rooms – 2 pcs.*25 m2 = 50 m2;
• reception, corridors = 50 m2.

Total: 200 m2.

Made based on an average attendance of 15 people.

Club premises

Before opening a fitness club, you need to decide on the premises. You need to choose a room for a gym on the basis that there should be at least 6 m² for each client of the gym, and at least 2-3 m² for each client of the gym. The premises must be commercial; you can choose it either in the city center or in a residential area. The lease agreement must be concluded for a period of 3-5 years.

The area of ​​the room can be calculated. The calculation is based on the fact that fitness groups will have an average of 15 people. They will need a room of 30-45 m². The gym will accommodate 15 people at a time, requiring 90 m². Two locker rooms - men's and women's - should be 25 m² each, and the reception and corridors will take another 50 m². The total area of ​​the fitness club is 220-235 m².

If the level of gym attendance is expected to be higher, for example, 25-30 people, then the area of ​​the premises will increase to 280-315 m².

Description of service

In the fitness center you can visit:

• gym (continuous work, that is, 80 hours a week);
• aerobics (20 hours per week);
• step aerobics (10 hours per week);
• yoga (15 hours per week);
• dance classes (20 hours per week);
• strength training in the fitness room (15 hours per week).

Registration can be made by phone or directly on the fitness center website. In addition, visitors can take advantage of free Wi-Fi and bottled water.

In the future it is planned to expand the range of services. These could be not only new types of group activities, but also other activities.

The gym also offers personal training sessions.

To attract more clients, it is worth choosing experienced people when hiring. It is desirable that they have their own customer base, which will provide part of the flow of visitors.

Selecting and arranging sports equipment

The trend today is non-staining and soft tones used as the main color. At the same time, designers advise not to be lazy in playing with shades. The same seemingly very boring and inconspicuous gray color can be smoky, silver, or combined with other colors and shades - beige-gray, for example, or dove.

Graffiti and photo wallpapers with images of Hollywood action heroes are considered today an echo of the past that has lost its relevance. Instead, designers advise using unobtrusive patterns and ornaments in the design of gyms. It is also possible to play with wall textures - brickwork, decorative plaster, stone or wood panels. There are a lot of options here.

For modern, beautiful, wear-resistant, fall-absorbing floors, many types of floor coverings are available in different colors. The Iron King product catalog includes colored tiles and crumb rubber borders

, as well as
rubber mats
with the IK brand logo, which can serve as an ideal covering for gyms and swimming pools.

And of course, we should not forget about mirrors. They are necessary both for self-control during classes and to visually expand the space of the hall. Remember: you can’t have too many mirrors in the gym! There are unsuccessfully placed ones. For example, right in front of the windows...

Marketing plan

It is worth thinking about the cost of the services provided. It should be a competitive price, but not too low. Attention should be paid to the appearance of the halls and the entire fitness center, as well as the quality of the equipment and the professionalism of the working trainers.

Ideas for later opening a herbal bar or massage parlor would be interesting.

Advertising is necessary for an organization of any size - be it a small gym or a huge fitness club. The most effective types of advertising will be:

• distribution of leaflets, flyers;
• advertising on the Internet (social networks, contextual advertising, etc.) and the media;
• signs;
• SMS mailings;
• advertisements on radio and television (if finances allow);

A very popular way of advertising and at the same time generating income is the pre-sale of fitness center club cards.

You can also attract with various promotions - for example, free admission on holidays or on a birthday. In short, there are a huge variety of tools to influence potential clients.

In general, it’s worth thinking about prices in advance, calculating the cost of club cards, and ways to promote them.

It will be important to create your own website before opening. And at the same time make it not only beautiful, but also informative and convenient for the client. You can add feedback forms, surveys, the possibility of discussions, online purchases, bookings, and viewing the completion of a particular lesson by visitors.

You definitely need to choose your own strategy. After attracting part of the population, it is worth thinking about marketing moves that can bring other segments of the population to the fitness center.

Calculation of planned revenue

Monthly income will be 958,000 rubles.

Ways to open a fitness club

This business plan describes a project to create a fitness center from scratch. However, it is necessary to briefly talk about other ways to open a sports establishment.

By franchise

This is the most convenient way to open a sports club. According to the agreement, all technologies and solutions needed to open a business are transferred to the franchisees.

Support from a company established in the market is provided at all stages of opening: in registration and accounting, in searching and preparing premises, in purchasing equipment, etc. A businessman gets the opportunity to conduct business under an already well-known brand.

However, for all these amenities you need to pay a one-time lump sum fee and make monthly payments - royalties - for a certain time.

Ready fitness club

You can proceed more simply and purchase a ready-made sports center. This option is often the most expensive and is suitable for entrepreneurs with large capital.

Production plan

To begin work, it will be necessary to carry out repairs and installation of equipment. The renovation will include bringing the premises into proper shape, installing showers, mirrors in the halls, installing lighting fixtures, air conditioners, fire extinguishers and more. The total cost will be 1,000,000 rubles.

Equipment will be needed mainly for the gym. This also includes equipment for exercising in the fitness room, including mats, special balls, step platforms, and weights. The total cost will be 600,000 rubles.

You will also have to buy furniture:

• table (1 piece);
• chair (10pcs);
• benches (33pcs);
• lockers (30pcs);
• reception desk (1 piece);
• chairs (2 pieces).

The total cost will be: 65,800 rubles.

You will also need to purchase the following equipment:

• laptop (1pc);
• music center (2 pieces);
• printer (1pc);
• refrigerator (1 piece).

Total: 55,000 rubles.

Trainers in the gym work in teams of two. They help visitors.

Administrators and cleaners work in shifts.

All trainers must have qualifications and experience. It is desirable that they be known to a wide range of people in the city. It is also possible to combine work with other types of employment.

Classes may vary in schedule from month to month.

Salaries are paid twice a month - in the middle and at the end of the month.

The responsibilities of the administrator include receiving phone calls, processing applications from the site, filling it out, processing documents and accepting funds.

Staff

Generally speaking, a gym requires at least three staff members: an administrator, an instructor and a massage therapist. At first, you need to take on administrator functions. Entrusting cash receipts to even an absolutely reliable person at the start is too risky.

It is better to combine an instructor with a massage therapist (the mass consumer does not often require massage) and hire them hourly; perhaps several, so that at least a third of the working time someone other than you is working with visitors. The matter is made easier by the fact that the greatest attendance at the halls occurs on weekends, and potential candidates for the position will have free time for part-time work.

Of course, the instructor must be an athlete who knows how to give massage and provide medical assistance if necessary. But the main requirement for him is moral stability. The instructor needs to control himself, even if a certain charming lady casts meaningful glances and openly demonstrates the seductive lines of her figure.

If you don't have a trusted exercise companion, you need to think about who to invite to work. In order of preference, the following sequence is viewed:

• Physical education teachers from surrounding schools. No matter how the media exaggerates “school scandals,” for the most part, physical education teachers are quite reliable people. They are professionally trained in team management, and in the process of receiving pedagogical education, they were trained in massage and the basics of medicine. And they have enough free time on weekdays, and since in a regular school there are at least two physical instructors, you can immediately ensure the constant presence of an instructor in the hall. Another important point: teachers are not spoiled by their salaries, and there is a chance to negotiate inexpensively.
• Former military personnel from the armed forces: infantrymen, paratroopers, marines, special forces. In principle, they are in no way inferior to teachers, but many smoke, and a smoking instructor once and for all destroys the reputation of the gym.
• Average professional athletes. They can also do everything they need for work, but for some, the end of a sports career gives rise to moral emptiness and even hidden mental disorders. Before inviting such a person, make sure that he has not lost interest in life.

Having talked with the instructors, you can estimate how much it costs to open a gym in your favorite premises. For now, let's calculate one-time costs.

Organizational plan

The lease agreement should not be concluded for a year; the money invested may not pay off. It is best to negotiate a job for the long term. Preferably 5 years. Finding such a tenant will not be easy, but it is still possible. It is worth considering the option of a small increase in the rental price, as a last resort.

Such a high advertising cost will ensure a high occupancy rate for the fitness center.

Repair

Let's look at the most difficult case to start with: how to open a gym in the basement. Other options will be cheaper in terms of initial costs, but then regularly more expensive in rent.

The most important thing when looking for a suitable basement is the ability to install a drain for the shower and toilet. A gym without a shower is nonsense and doomed to failure. There will be no problems with strengthening the electrical wiring in the basement: the house switchboard is nearby.

The next important point is gender. Firstly, it needs to be insulated and softened. Secondly, make it dielectric, not electrically conductive. Only then will it be possible to remove the basement from the “electrical” category of rooms with increased danger or especially dangerous ones into rooms without increased danger, and install 220 V wiring there.

The solution to the floor problem is simple: the concrete screed is removed down to the monolith, PVC moisture insulation is laid with an overlap of 15 cm and a fold of 10 cm on the walls. Then layered slabs (puffs) of chipboard - foam plastic - decorative chipboard are laid on the expanded clay backfill with glue, and the floor is ready. In places where you train with weights, you need to put additional mats, otherwise the puffs there will have to be changed frequently.

For repairs and equipment, it is better to hire their own team through the chief engineer of local utilities. This will make it easier to resolve the issue with the Distribution Zone regarding the reclassification of the premises.

In total, equipping a basement for a gym will cost 150,000 - 200,000 rubles, including light partitions, lockers for the changing room, forced supply and exhaust ventilation, a shower with toilet and a minimum of office furniture.

Financial plan

Income (monthly) – 958,000 rubles.

Initial costs – 1,921,200 rubles.

Periodic costs (calculated per month):

Profit before tax will thus be equal to – 958,000 – 556,700 = 401,300 rubles.

We calculate taxes using the formula 0.15*(Income - Expenses) – 0.15*401,300 = 60,195 rubles.

Net profit will be - 401,300 - 60,195 = 341,105 rubles.

Payback period – 1,921,200/341,105 = 5.63. Consequently, the project will pay for itself in six months.

Gym: business plan

First you need to write a project description, fulfilling all the legal requirements. The name of your company, its organizational and legal form. Who are the founders, what is the capital?

The most important part of a business plan is its financial part. You need to decide exactly what funds you are counting on - your own or borrowed, and if borrowed, then which ones (a loan can be obtained not only from a bank), when the money starts flowing.

Let's calculate the “minimum” financial plan for a small gym.

Rent of premises will cost on average 40,000 rubles (month). It is wise to have a reserve to pay rent for 2-3 months in advance - after all, a crowd of clients will not come to you on the very first day. Total 80-120 thousand.

Repairs and communications will cost at least 200 thousand rubles.

Equipment – ​​if you save money, you can spend 300 thousand rubles.

Registering a business will require approximately 10 thousand rubles.

Salary fund (for 1 month) 20-50 thousand rubles. It is better to have a reserve for the first couple of months at once.

Advertising is a mandatory item in a business plan. You shouldn’t save much on it, especially at the beginning. Yes, it would be wise to take advantage of all the free PR opportunities available, but you won’t get far with them alone. Billboards, media advertising, online promotion - all this costs money. It is also advisable to create a website. The site should be made (and maintained) by a professional, so focus on the amount of 10,000 - 50,000 rubles for creating the resource and from 10,000 rubles per month for its maintenance. For now, we’ll put 50,000 rubles here.

Total: approximately 700,000 rubles.

This is the start. Then you will need constant payments - the same rent, salary, utilities. The cost of utilities can be immediately clarified with their suppliers. Determine the salary fund based on the personnel you are going to hire. Perhaps in our average case it will be 100,000 rubles.

Now you can calculate the payback of the hall. Let’s take the average cost of visiting a gym per month – 2,000 rubles. If you recruit 100 clients, then your monthly profit will be 200,000 rubles. Minus monthly expenses, the gym will pay for itself in about six months. But this is a very rough calculation.

Risks

Promotion and clients

Word of mouth and personal recommendations work best to promote a project. We are trying to establish ourselves on social media, especially Instagram and Tiktok. We also use leaflets for now, but we plan to abandon them over time.

Recently, we have been actively popularizing a mobile application to stop printing schedules on paper.

In the summer, activity drops and approximately 450-500 people are actively training, of which 300-350 people are regular customers who are still with us since the opening of the club. And although we do not have the most fashionable equipment, we offer affordable prices for gym services.

Get the attention of local media

25) Offer city residents to undergo a free test on diagnostic scales.
26) Conduct free lectures on a healthy lifestyle for citizens.

27) Make classes for the disabled free.

28) Celebrate the club’s birthday and win a free membership, as well as prizes from partners.

29) Give away memberships and prizes at the open day and give visitors a mini-tour of the venue.

30) Invite local media to talk about a healthy lifestyle or the principles of fat loss in an interview format. Trainers at your gym can act as experts. For example, the audience’s interest may be aroused by materials on how to stay slim during holidays and vacations.

31) Organize a sports nutrition tasting. This method will attract customers and increase sales.

Find partners

10) Offer sponsorship to the organizers of the beauty pageant.
You will give the participants a month of free classes to prepare for the performance, and the organizers will place your advertisement at the competition. 11) Organize a sports column for City Day!

12) Make mutually beneficial offers to other organizations in the beauty and health sector. Agree to place your advertisements in beauty salons or eco-shops, and in return place your partners’ advertisements in your place. You can also exchange posts on social networks or send invitations to the club to your partner database.

13) Place advertisements in clothing store fitting rooms. Here, a woman most clearly notices the extra pounds, which force her to buy not what she likes, but what fits her size and hides all the flaws in her figure. You can also leave your business cards at store checkouts.

14) Agree on partnerships with companies and provide a discount for their employees. This move will allow the organization to unite the team and show itself as a caring employer, and you will get new regular customers.

15) Give companies colorful wall calendars from your gym. This will allow you to attract the attention of office workers – your potential clients – throughout the year.

16) Ask the coaches of your club to take part in “good fun” during Maslenitsa. Demonstration of strength and superior physical condition can work better than any advertising.