- Last Updated:
- 2/17/2025
- Julis Navarro
Do you love fitness? Do you want to become your own boss and turn your passion for health and wellness into profits? It’ll take some grit, but we have you covered. Learn how to start your own fitness business in ten steps.
Fostering your success as a fitness entrepreneur is absolutely doable — and you’re on the right track. Can’t wait to start putting in the work? Download your free fitness business plan now!
10 Essential Steps to Start a Fitness Business
Just like you head to the gym with a set plan for your workout, approach starting your fitness business with the same detailed strategy. Creating clear goals makes it easier to stay motivated and get it done.
Here are 10 key steps to make your fitness business dreams a reality.
1. Select Your Fitness Focus
You’ve noticed the fitness industry is booming. The fitness instructor industry is projected to grow 14 percent between 2023 and 2033 — that’s faster than the average occupation! Plus, the global fitness industry is currently estimated at $95 billion.
That’s the good news. The not-so-good news is that you have a lot of competition. That’s why it’s crucial to nail your fitness focus now so your business can stand out in a saturated market.
Choose an area of fitness you’re passionate and knowledgeable about.
Here are some questions to ask yourself:
- When I picture myself running my business, what does that look like?
- What fitness style do I have the most experience in?
- What fitness styles are trending and will likely be received well?
- What’s missing in my local fitness scene that I can offer?
Whether you’re interested in Pilates for seniors or CrossFit for busy corporate employees, do your research, get expert opinions, and make an informed decision to ensure your fitness focus is viable.
2. Get Certified
With the barrage of social media “fitfluencers” online, your future clients want to know that you really know your stuff. Getting your certification is a non-negotiable when it comes to starting a fitness business because it builds credibility and underscores your expertise.
You may already be certified if you’re this far into planning a fitness business. But if not, it’s time to study up and earn a certification.
Certifications are available for yoga, Pilates, CrossFit, personal training, dance, and other fitness modalities. Earning this credential gives you the foundational knowledge you need to confidently guide clients on their fitness journeys — the basis of your business.
Depending on your niche, these certifications can take a few months to two years to complete. For example, a yoga certification often requires 200 hours of study, which can take about three to five months, and a comprehensive Pilates instructor certification requires 520 study hours, which can take a year (or more) if you’re studying part-time.
You can consider this investment, ranging from $300 to upwards of $3,000, as a necessary business expense as you venture into your fitness entrepreneurship journey.
Check out our guide on the best personal trainer certifications to learn more.
3. Create a Business Plan
“Fail to plan or plan to fail.”
A business plan involves the integral information about your business — set on paper. It includes the who, what, where, why, and how of your business and acts as a high-level game plan as you’re starting out. It will also evolve as your fitness business grows.
If you foresee needing outside funding, your business plan must demonstrate your business’ appeal and profitability to investors.
Dreaming up all the details of your business can feel daunting, but we’re here to spot you with a free fitness business plan template to get you started.
Get Your Free Fitness Business Plan
Ensure your fitness trainer business plan includes:
- Cover page: Your business name, logo, and contact information
- Executive summary: An overview of your business mission statement, goals, relevant history, and USP (unique selling proposition, or what’s unique about your fitness business)
- Company description: Your business structure (sole proprietorship, limited liability company (LLC), or other), branding, operations, and team organization (if any)
- Products and services: What kind of services (i.e., group classes, individual coaching) and products (i.e., merch, apparel) you offer and how much you charge
- Market analysis: A look at the current fitness market (what’s popular, what’s missing) and how your business will fit into it
- Marketing strategy: How you’ll promote your fitness business and earn clients through ads, social media, email, partnerships, etc.
- Finances: Your expenses, expected revenue, and a projection of when you can realistically break even financially
- Appendix: A list of supporting documents, including your Certificate of Insurance, proof of certifications, resumes, and forms like liability waivers and risk assessments
Pro Tip: Your business name has to make an impact. If you’re still narrowing down your list of potential fitness business names, check out our blog on personal trainer business names for inspiration.
4. Register Your Business
Most individuals looking to start a fitness business will choose to operate as a sole proprietorship or an LLC, a limited liability corporation.
As a sole proprietor, you simply start doing business under your name — no extra steps required.
If you choose to operate as an LLC, you’ll need to register your LLC with the state, get an EIN (employer identification number), and obtain any other permits or licenses as required.
These are the two most common business structures for small fitness businesses. If you’re still unsure, learn more about how to choose a business structure.
5. Find Your Location
Where will you operate your business? You have many options, whether you want to offer services online, at clients’ homes, or out of rented studio space.
If you’re interested in starting a fitness business from home, imagine creating an at-home gym or studio where you can train clients, stream workouts, or offer virtual classes through online platforms.
You may find more potential for business by renting space at a facility in a convenient or high-traffic location. Be sure to consider:
- The rental agreement: Is it a flat monthly or hourly fee, revenue share, or hybrid?
- The space itself and equipment: Is there ample space to practice your modality, and is the equipment well-maintained?
- Parking and accessibility: Is it easy for clients to get there?
- Scheduling flexibility: Are prime booking hours available? Is it simple to adjust your schedule?
- The facility’s reputation: Does it align with your brand?
Pro Tip: Open to relocating? Check out this map of average fitness entrepreneur salaries by state.
6. Secure Funding
If you’re wondering how to start a fitness business with no money, well, you have to get the money! Funding a new business can be the most intimidating part of this process — but there are multiple ways to raise capital for your fitness venture.
- Personal savings: Using your personal funds to start the business
- Friends and family: Borrowing money from people who know you well
- Small business loan: Receiving a loan from a bank or credit union
- Crowdfunding: Sourcing funds from the public through platforms like Kickstarter
- Grants: Applying for small business grants, especially those aimed at people of color (POC) or female entrepreneurs
- Investors: Partnering with an investor with an agreement that they’ll make a return on their investment
Pro Tip: Learn more about funding your fitness business.
7. Set Pricing and Services
Once you’ve obtained funding, it’s starting to feel real! It’s time to set your pricing and services. Decide what your main services will be and how much you plan to charge.
Consider the market research you completed while writing your business plan. How much are your competitors charging, and what pricing models (i.e., per session, membership, tiered, etc.) do they use?
Since you’re just starting your fitness business, it’s a good strategy to offer introductory pricing for your first-time clients to encourage them to try out your services. Remember, you can always adjust your pricing as needed to keep up with the market or to emphasize the unique benefits of your services.
To give you a general idea, a ballpark estimate for individual sessions is $55–$65 per hour and $10–$30 for group class admission. Charge more if you offer services in a more metropolitan area or for more advanced work.
Pro Tip: Read up on how much to charge for personal training.
8. Get Liability Insurance
Obtaining liability insurance is the number-one thing you will do to protect the hard work you’ve put into starting your own business. It’s what keeps you from paying for expensive claims when things unexpectedly go wrong.
Once you open for business, you’re at risk of clients getting injured due to misinterpreted instruction, an errant puddle of water in the studio, or faulty equipment — no matter how careful you are. You’re even susceptible to claims that you failed to get a client into the “perfect” shape they hoped to achieve from your training!
Insurance Canopy offers top-rated fitness instructor insurance from $15/month and covers common claims like third-party injury, property damage, and more. It gives you peace of mind so you can focus on seeing your new fitness business thrive.
9. Promote Your Fitness Business
Before people can support your business, they need to know it exists. Promoting your business is the key to finding future clients, building loyalty, and watching those sales numbers rise.
If you’re wondering how to start a fitness brand with longevity, plan to offer what no one else does or offer common services exceptionally well. Incorporate your USP so potential clientele know exactly what they can expect from you and why you’re a top-notch choice.
Build your brand with cohesive messaging, imagery, fonts, and colors across all your marketing channels, from Instagram to traditional flyers.
Create a professional website so clients can easily find and book your services online. A whopping 99% of consumers use the internet to discover local businesses — make sure you show up for your client base!
Promoting your fitness business will be an ongoing endeavor, but here are a few quick ideas to fast-track your promotion strategy:
- Run a social media campaign announcing the launch of your business with special discounts or bundles each day leading up to your opening
- Partner with local businesses with similar client bases to offer a joint discount on services
- Learn SEO basics to ensure your website gets found for the right keywords
- Pay for ads on Meta or Google — start small to target your audience and see what works
- Send mailers to your local community inviting them to attend their first class free
Pro Tip: Eager to learn more? Check out our guide on fitness marketing ideas.
10. Launch!
Finally, launch your fitness business and enjoy the moment! It’s a giant step toward self-made success, and you need to continuously give it your all to level up your business gains—but it’ll be worth it.
How to Grow a Fitness Business
Here are a few quick tips for growing your fitness business.
- Offer referral incentives: Encourage your clients to refer friends or family by offering discounts for each new sign-up.
- Focus on client retention: Provide excellent customer service, pay attention to details, and follow up with clients to keep them coming back.
- Create a strong online presence: Position yourself as an expert in your fitness niche, post engaging content regularly, and interact with users.
- Host events: Put together fitness challenges or open houses to welcome the community and draw in potential clients.
- Use fitness software: Optimize your day-to-day by using software for administrative work, so you can focus on being more present for clients.
FAQs About Starting a Fitness Business
How Profitable Is a Fitness Business?
The profitability of your fitness business depends on your local market, demand, client retention, and seasonal variations. Profit margins vary widely.
As a fitness business owner, you have control over your rates, can charge more for specialized classes, and can diversify your revenue by offering merchandise, online coaching, and private sessions.
To give you an idea, the average gym profit margin is 10–15%. In general, a healthy profit margin for small businesses is 7–10%.
What Legal Considerations Should I Be Aware of When Starting a Fitness Business?
There are no states that legally require certification for you to offer fitness instruction, but it’s still essential for gaining expertise and fostering client trust.
You’re responsible for maintaining a safe environment as a fitness business owner. You should perform regular risk assessments, implement injury prevention practices, and have clients sign liability waivers. Furthermore, ensure your business structure, tax filing, required business licenses, and certifications are in order.
Julis Navarro | Copywriter
Seattle-based copywriter and licensed insurance agent Julis Navarro leverages her love for yoga, dance, and wellness and holds a bachelor’s degree in journalism from Pepperdine University. Before working at Veracity, she wrote product and editorial copy, ranging from big-brand athleticwear descriptions to health and fitness curations, for online retailer Zulily. Fully trained on Insurance Canopy’s personal trainer coverage, Julis now writes to help match fitness professionals with their perfect insurance policies.
Seattle-based copywriter and licensed insurance agent Julis Navarro leverages her love for yoga, dance, and wellness and holds a bachelor’s degree in journalism from Pepperdine University. Before working at Veracity, she wrote product and editorial copy, ranging from big-brand athleticwear descriptions to health and fitness curations, for online retailer Zulily. Fully trained on Insurance Canopy’s personal trainer coverage, Julis now writes to help match fitness professionals with their perfect insurance policies.
