Opening a fitness club: business plan and rough calculations

A fitness club is a fairly popular business both in cities with a population of over a million and in relatively small towns. However, in order for it to be profitable, it is necessary to draw up and implement a detailed business plan, as well as competently set up all business processes. Thus, the BIT.Fitness software solution will help automate the work of the administrator, reducing the amount of time for routine tasks, and will give the manager the tools to make informed decisions based on reports from the program.

Approximate calculations:

• monthly earnings - 958,000 rubles;
• profitability - RUB 341,105;
• the required amount for initial expenses is RUB 1,921,200;
• payback - from 6 months.

All calculations in the article are based on average market prices.

Market analysis

Fitness clubs began to appear in Russia 20 years ago. The vast majority of visitors prefer Russian establishments rather than international ones. The share of the latter is only 1% of the total.

Every year the number of sports clubs increases by 20%, which is associated with the growing fashion for a healthy lifestyle.

Research has shown that people visit fitness clubs with the goal of becoming more beautiful and well-groomed. A less common reason is psychological health. Third and fourth places were shared by improving physical fitness, as well as spending free time.

According to research, the main clients of such establishments are women, who make up 70% of the total share of visitors.

More than half of the visitors are young people from 18 to 24 years old.

Fitness clubs are dominated by people with average incomes. Wealthy clients are less common. Interestingly, 25% of visitors have no income at all.

Most often, such establishments are preferred by people with higher education.

Having analyzed the above data, we can draw up a portrait of a potential client: this will be a woman aged 18 to 34 years old with an average income and with education. Her goal is to improve her body shape. Also, the potential client will be a man of the same age who wants to improve his health and increase his physical capabilities. This leads to the conclusion that when developing a business plan, it is necessary to focus on representatives of the middle class.

Your competitors will be popular chains of fitness clubs in the city. To a lesser extent - single establishments. This is due to the fact that the latter will not be able to serve many people at the same time. They are also not that popular, so not many people know about them. For this reason, the main competitor of your establishment is well-known branded fitness centers that have managed to capture part of the market. To compete properly, it is necessary to provide customers with low prices, skilled workers and high quality services.

The most profitable niche is family business. This area is currently poorly developed, and it can also be used to involve several family members at once. The greatest income will come from those who work out in the gym - this type of service is now in high demand.

Creating Competitive Advantages

In the Russian market, competition in the field of fitness, especially in large cities, is quite high. Therefore, it is recommended to thoroughly analyze the activities of your competitors, use their weaknesses, and offer something new and non-standard.

First you need to determine the prices for services, make sure that a person with an average income or even slightly below average can afford a subscription.

It is better to locate the center in a place that is convenient to reach both by public and private transport. For car owners, you need to make a fenced parking lot.

People perceive various promotions well; a loyalty program should be developed taking into account customer birthdays and official holidays.

It is recommended to serve different groups of visitors: children, women, older people, etc.

It is important to analyze and take into account the wishes and comments of visitors.

SWOT analysis

What can you save on?

There are several simple ways to help save some of your budget:

• — visitors to fitness clubs rarely notice how the ceilings and walls are decorated. If you abandon luxury paints in favor of ordinary ones, you can save on repairs. But this does not mean that the room will look cheap. The loft-style design concept allows you to turn ventilation, pipes and wiring into an integral part of the interior and make it more atmospheric.

• — expensive exercise equipment can be replaced with used analogues from well-known manufacturers. Before buying equipment on the company website, go to Avito. There you can often find new models at half the market price. Typically, such offers come from the owners of hotels or inns that have a gym where no one goes. More detailed information on how to choose used equipment for a fitness club can be found in our article.

• - Another expense item on which you can save is marketing. It is better to spend money on developing a promotion strategy by specialists than to waste your advertising budget later. At first, the club can easily do without mentions in the media, radio and television. The main thing is that your business is represented on social networks. In the modern world, they often play the role of word of mouth, and positive reviews in Yandex or Google can bring you more clients than any advertising.

In this article, we looked at the main points related to opening your own fitness club. In order to recoup the invested money as quickly as possible, we recommend that you include in the expense item in advance the costs of implementing the 1C:Fitness club automation system. With its help, you will be able to establish many business processes and optimize interaction with clients. Leave a request and our managers will contact you for a free consultation!

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Opportunity Assessment

The fitness club will be open to visitors every day from 9 am to 9 pm, except Sunday (working hours on this day: 10:00 – 20:00). That works out to 82 hours a week. This business has no seasonality, but in the summer the number of visitors drops slightly.

It is possible to increase demand and attract new customers by expanding the range of services provided (you can additionally sell sports nutrition, open a bar, or sell clothing from famous brands).

To open a fitness club, it is necessary to resolve a number of organizational and legal issues:

First of all, you should choose a suitable organizational and legal form. For starters, an individual entrepreneur or LLC is suitable. Individual entrepreneur is preferable, as it is easier to register, and it has a simplified taxation system. Moreover, it is an individual entrepreneur who involves working with individuals, and not corporate clients.

Most likely, you will have the following OKVED codes:

• 93.04 - denotes physical education and recreational activities;
• 92.61 - denotes the activities of sports institutions;
• 92.62 - denotes other activities in the sports field.

The company's activities must be indicated in an extract from the Unified State Register of Individual Entrepreneurs (if you opened an individual entrepreneur) or from the Unified State Register of Legal Entities (if you opened an LLC).

You need:

1. Be checked by Rospotrebnadzor. No permits are required to get started. They will check your documents for ventilation equipment and air conditioning, and if necessary, they will check the documents of the Housing Office and the medical records of employees who are in contact with clients.
2. Pass a fire inspection. This requires preliminary preparation. The establishment must have emergency exits. Fire extinguishers are required.
3. It is not necessary to obtain licenses, but you can obtain them to gain the trust of your clients.
4. Choose a suitable tax system. The vast majority prefer the simplified tax system. They pay either 6% of income, or from 5% to 15% of the difference between income and expenses. The interest rate for each region is individual, but in most cases it is 15%.
5. We recommend accepting payments from clients using bank cards. To have this opportunity, you need to open a bank account.

Don’t forget that there should be 6 m2 of space per gym client, and 2 m2 for those who attend fitness or aerobics.

The rented premises will be commercial. The most preferred options are:

• premises in the city center (advantage: many visitors, disadvantage: high rent);
• premises in a residential area (advantage: reasonable rental price, disadvantage: fewer visitors).

In the locker rooms there must be a room for the installation of showers.

The average attendance at the fitness club is 15 people. Taking these data into account, we calculate the area of ​​the room:

• halls for fitness and aerobics - 2 square meters for each of 15 people - 30 m2;
• gym - 6 m2 multiplied by 15 people, we get 90 m2;
• locker rooms - 2 pieces multiplied by 25 square meters and we get 50 m2;
• The corridors and reception will together occupy about 50 m2.

Total: 220 square meters.

First classes: how to start correctly?

During the first month, get rid of the burned calories and extra pounds from your mind, since during this period you need to get used to physical activity and let your body get into the right mode.

To prevent the body from malfunctioning, it is necessary to perform workouts for all muscle groups; they should be easy and gradually become more complex.

Also, do not forget about proper nutrition, because as they say, this is 80% of success.

Whatever your goals, initially you need to perform only basic exercises, do not forget about safety and study the theory.

It is also useful to communicate with more experienced visitors who can give good advice and reveal some secrets of proper training.

You shouldn’t rush and take on too much, because this can lead to extremely unpleasant consequences.

Services provided by the fitness club

The fitness club will provide the following types of services:

• gym (works constantly, that is, 82 hours every week);
• aerobics (20 hours);
• step aerobics (10 hours);
• yoga classes (15 hours);
• dance classes (20 hours);
• strength training in the fitness room (15 hours).

Clients will be able to sign up for training over the phone or through the fitness club’s website. The establishment will have Wi-Fi and free bottled water.

In the future, the range of services will expand. These will include not only various types of group training, but also other activities.

In the gym, visitors will have the opportunity to sign up for personal training.

Workouts at home

To exercise at home, you don’t need special programs; you just need to master the basic programs and exercises aimed at correcting weight and creating a beautiful figure. Flexibility exercises, running, walking, aerobics, and strength exercises are suitable for home fitness. Instead of lying in front of the TV for several hours, it is better to use this time profitably.

The advantages of home exercises are independence from gym opening hours and cost savings. Disadvantages - at home there are no such conditions and exercise equipment as are offered in the gym, but the main disadvantage is the lack of a trainer to control the process. And motivating yourself to increase your loads is very difficult.

Fitness club marketing plan

First you need to decide on the prices of the services provided. The cost should be competitive, but not much lower than in other fitness clubs. Particular attention should be paid to the design of the halls and the entire center, the quality of the equipment and the qualifications of the trainers.

You can attract customers using the following types of advertising:

• distribution of advertising leaflets;
• advertisements on the Internet (on social networks and the media, using contextual advertising);
• signage design;
• SMS mailings;
• advertising on radio stations and television channels.

A fairly common promotion method is the pre-sale of fitness club club cards.

It is also possible to attract visitors with promotions: for example, a free first training session (test drive).

Even before opening a sports facility, you should create a website. It needs to be made convenient and informative. You can create feedback forms, attach surveys, add discussions, make it possible to book and purchase passes.

Equipment

Agreements are concluded with sellers of equipment and equipment for the purchase, installation and maintenance of equipment.

Firstly, air conditioners and ventilation are installed in the room. The room itself should be quite cool - no more than 18°C, used air should be removed, and fresh air should always be supplied. The norm for air humidity is 45-55%.

Secondly, all the required sports equipment is purchased. You should choose it with a specialist: you need to install exercise equipment for different muscle groups, purchase step platforms, hanging equipment, boards, balls, weights, platforms, benches, treadmills, dumbbells, weights, etc.

The layout of equipment placement can be created based on an analysis of competitors, including foreign ones.

Thirdly, additional equipment is purchased: furniture for locker rooms, showers, office equipment, fire extinguishers, mirrors, benches, musical equipment, etc.

Planned revenue of the fitness club

We sum up the income from all services. This turns out to be 958,000 rubles per month.

FIT ATHLETIC: NON-GYM LIFESTYLE

Fit Athletic combines the best of all three categories. Our philosophy is simple and straightforward: promote the health of the entire body and mind by providing a country club-like atmosphere and an all-encompassing member experience.

Fit provides a variety of group spin classes, dance fitness classes, personal training and fantastic amenities and benefits such as Fit Bar, Fit Perks, Fit 3D Scan. We organize many social events for our members to relax and have fun together!

Production plan

Before starting work, repairs and installation of equipment should be carried out. During the renovation process, it is necessary to bring the premises into proper shape, install shower cabins, install mirrors in the halls, install lighting fixtures, climate control equipment, install fire extinguishers and much more. The cost of repair work is 1,000,000 rubles.

Most of the equipment will go towards equipping the gym. You will also need equipment for training in the fitness room: balls, step platforms, mats, weights. Expense - 600,000 rubles.

You also need to purchase furniture:

• table;
• 10 chairs;
• 33 benches;
• 30 lockers;
• reception desk;
• 2 armchairs.

The furniture will cost 65,800 rubles.

You will also need equipment:

• laptop;
• 2 music centers;
• Printer;
• fridge.

This will cost 55,000 rubles.

Now let's calculate personnel costs:

Trainers in the gym work 2 people each and help clients.

Administrators and cleaners work in shifts.

Training schedule may vary.

Employees receive salaries twice - in the middle and at the end of the month.

Room

The size of the selected premises depends on the capabilities of the entrepreneur himself and on the planned attendance. For example, let's take 250 sq. m. The premises, as well as the organization of processes in it, must comply with GOST R 57116-2016 “Fitness services. General requirements for fitness facilities." All necessary repairs are being made, bright lighting and attractive design.

The location of the sports club is of great importance. Generally speaking, there are two options: the object can be located in the central part of the city or on its outskirts, in a residential area.

The internal space will be divided into several zones:

• reception;
• internal staff area;
• room for equipment;
• gym (5-6 sq.m. per person);
• group lesson room (2-3 sq.m. per person);
• changing rooms and bathrooms.

Fitness club organizational plan

Let's consider the costs of organizational issues (in rubles):

Staff

In the fitness industry, qualified personnel are the key to success. Many people pay attention not to advertising and external conditions of a particular sports club, but to those with whom they will train.

Therefore, the issue of finding professional trainers needs to be given great attention. It is worth saying that hiring a good instructor can increase the studio’s turnover: often, along with the coach, his clients move to a new place.

Table 2. Sports center staff.

The total wage fund is 495 thousand rubles.

Fitness club financial plan

Earnings per month - 958,000 rubles.

Initial expenses - 1,921,200 rubles.

Monthly recurring expenses:

From 958,000 we subtract the final expense and get a profit before tax - 401,300 rubles.

Formula for calculating taxes: 0.15 multiplied by (Income - Expenses). We multiply 0.15 by profit and get a tax of 60,195 rubles.

We subtract this amount from profit before tax and get net profit - 341,105 rubles.

We divide the initial expenses by the net profit and get 5.63. This will be the payback period.

Practical advice and data

1. It is necessary to conclude a lease agreement for a period of at least five years. The optimal period would be ten years.

Landlords love one-year lease terms - it's definitely not worth disagreeing with. Due to the large investment investments in the project, the costs may not be recouped in less than five years (a fitness club business plan will help you get information about the project’s payback). Or, on the contrary, the point will be promoted almost instantly, but the lease agreement will not be renewed, having sold it to other clients. Therefore, enter into a long-term agreement with and be sure to register it with the Registration Chamber.

1. The main problem of the population of large cities is the permanent lack of time. Comprehensive development of your sports establishment will help solve this problem for clients. It is necessary to equip the club with a solarium, a bathhouse, a cabin with a massage shower, and even rooms for a hairdresser, manicurist, and massage therapist. A new fashion trend is sports bars, which offer visitors freshly squeezed juice, oxygenated or fortified cocktails and other highly specialized products.
2. The profit of a standard fitness club consists of two items: subscription fees (sales of club cards) and income from additional services. For large fitness clubs, the sale of club cards is, in fact, operating profit. The club pays for itself only through additional services: sales of dietary dishes and drinks in the bar, massages, cosmetic services - all funds received go to salaries of employees, as well as to the current activities of the club (rent, minor repairs, utilities).
3. Income planning formula: approximate number of potential visitors * subscription price = expected profit.
4. How can you save money?

At finishing works. Walls and ceilings can simply be painted with high-quality paint in a calm shade.

1. What you shouldn't try to save money on:

• on staff;
• on cleaning;
• on the ventilation and air conditioning system (stuffiness will repel visitors);
• on the bathroom and water supply (it is enough to have two showers in the locker room, but the plumbing must be of high quality, preferably European).

1. Musical accompaniment remains a mandatory attribute of classes. There should also be music constantly playing in the hall.
2. A fitness club requires large investments, but remains an extremely profitable business. Widespread promotion of health and sports contributes to the growing demand for this business.
3. Most visitors to economy class clubs do not pay attention to the brands of exercise equipment.

Risk analysis

According to marketers, almost every fitness club pays for itself in less than 2 years, so if you do everything right, you can quickly make a profit!

For a business to function successfully and make a profit, it is important to know everything about it: where the money goes, which employees increase profits and which slows down sales, constantly check the profitability of directions and check the effectiveness of promotions. All this and even more additional features are available in BIT.Fitness. Leave a request to learn about the functionality of the program and implementation options in your fitness club.

Investing in advertising is an important area of ​​work. The faster consumers of fitness services learn about a new sports club and its benefits, the faster the money will flow.

1. Website creation and online promotion of the center. Young people in the Russian Federation are more likely to engage in fitness: they spend a lot of time on social media. networks and the Internet in general. Therefore, you need to order contextual advertising, create and promote your group in networks, place ads in other groups, create an Instagram account, etc.

2. Outdoor advertising can be placed in places with a large flow of people and/or target audience.

3. Distributing leaflets in crowded places is a simple but effective way of advertising.

4. It is necessary to regularly hold events and promotions: give away free visits to the center and discounts on holidays, birthdays, etc. Pre-sale of club cards is one of the ways to promote and make a profit at the same time.