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Whether you’re starting a gym from scratch or looking to expand an existing fitness center, having a well-written business plan is essential for success. In this plan, we’ll provide you with a gym business plan template and offer examples of successful gym business plans. We’ll also guide you through the process of writing a comprehensive business plan for your gym, from defining your gym’s mission and vision to outlining your financial projections.

In addition to discussing the basics of creating a business plan for a gym, we’ll also explore different gym business models, including the warehouse gym business plan, fitness studio business plan, and health club business plan. We’ll also share tips on how to start a gym business plan and provide insight into the gym start-up process, including how to write a gym proposal.

Whether you’re interested in opening a gym business plan or simply want to grow your existing fitness business, our fitness business plan sample and fitness business plan template will provide you with valuable information and tools to help you succeed. So, let’s get started on your gym business plan and make your fitness dreams a reality!

This gym business plan sample is focused on the booming health and wellness industry in Miami, Florida.  We hope this sample provides you with a brief foundation for starting your own record label company.  Our record label business plan writers crafted this sample for your review.


Executive Summary

H&Z Fitness, Inc. (herein also referred to as “H&Z Fitness” and “the company”), was initially incorporated on September 18, 2021. The second location, Corporation Number 4579, was incorporated as a separate entity on January 17, 2023, in the City of Miami by Co-Founders Emile Johnson, Crystal Davis, and Samantha Taylor. H&Z Fitness operates as a premium fitness studio specializing in providing bespoke personal training services to highly motivated individuals in Miami, Florida.

In the aftermath of the global pandemic, as restrictions ease and people increasingly seek experiences outside their homes, there has been a resurgence of interest in the fitness industry. This renewed focus on health and wellness has led to a growing demand for in-person fitness services, where individuals can engage in tailored workout routines, receive personalized guidance, and benefit from the motivation and support provided by fitness professionals. 

Since opening H&Z Fitness’ doors in June 2022, the company has rapidly gained traction in the local fitness industry, amassing a loyal client base of over 500 individuals seeking an exclusive personal training experience. This impressive growth can be largely attributed to high levels of customer satisfaction and strong organic word-of-mouth referrals, a testament to the company’s commitment to providing exceptional service and personalized fitness solutions.

The unique value proposition of H&Z Fitness lies in the company’s non-membership, session-based approach that offers clients tailored fitness solutions in an exclusive, non-intimidating, and supportive environment. The diverse expertise and experience of the Co-Founders in fitness, business management, and marketing further contribute to the company’s ability to innovate and excel in the competitive fitness industry.

In pursuit of continued growth, H&Z Fitness is seeking a loan of $250,000 from Miami-Dade County’s Small Business Enterprise (SBE). The funds will be allocated towards increasing the company’s operational capacity, investing in innovative training equipment, and opening an additional location at Homestead, Miami. By securing this financing, the company aims to solidify H&Z Fitness’ position as a leading contender in the fitness industry and capitalize on the renewed interest in in-person fitness experiences.


Business Overview

H&Z Fitness operates on a direct-to-consumer business model built around providing premium personal training services to clients in Homestead, Miami. With a focus on customization and exclusivity, the company offers private (1-on-1), semi-private (1-on-2), and group (1-on-8) training sessions, ensuring clients receive personalized attention throughout their fitness journey. Unlike traditional gyms and fitness centers, H&Z Fitness collects packaged session fees rather than monthly membership fees. This approach allows the company to cater to a niche market of motivated clients seeking results, instead of a generic workout experience.

To further diversify H&Z Fitness’ revenue stream, the company leverages H&Z Fitness’ existing customer base and facility to conduct fitness instructor training programs in partnership with certifying bodies. The company is the designated training location of the Pilates Methods Alliance and is now in the works of finalizing the partnerships with the American Council on Exercise (ACE). This move not only creates an additional revenue stream for the company through training fees, but also provides first-hand access to well-trained, potential recruits. Furthermore, H&Z Fitness has strategically partnered with Fitness Supplies to sell workout apparel on a consignment basis. This risk-free approach provides the company with an additional revenue source without having to invest a substantial amount of capital on merchandise.

H&Z Fitness’ first location in Miami has proven to be a success, driven by exceptional services and positive word-of-mouth referrals that led to an increasing demand for the company’s personal training and group class programs. In response, the company has made the strategic decision to expand H&Z Fitness’ operational capacity and open a second location in Miami.


Mission Statement

Our mission is to provide our clients with an unmatched fitness experience, where they can enjoy every aspect of their workout, including the atmosphere, techniques, and the guidance of our coaches and peers.


Vision Statement 

Our vision is to transform the fitness industry by motivating and enabling individuals to adopt a sustainable and pleasurable approach to fitness, devoid of the anxiety caused by impractical expectations and constrictive lifestyles.


Core Values

H&Z Fitness is guided by a set of core values that shape and influence all aspects of the company’s operations and decision-making processes. These values are deeply ingrained in the company culture and are reflected in H&Z Fitness’ interactions with clients, employees, and stakeholders.


Creating a client-focused experience.

H&Z Fitness is dedicated to creating a personalized and enjoyable experience for every client. From the welcoming atmosphere to expert technical guidance and experienced coaching, the company prioritizes client satisfaction in every aspect of the fitness journey.


Promoting sustainable wellness.

The company places a strong emphasis on the long-term health and well-being of clients, focusing on a sustainable approach to fitness that does not require restrictive diets or lifestyles. Rather than chasing quick-fix appearance-based goals, H&Z Fitness aims to empower clients to adopt healthy habits and achieve lasting wellness.


Fostering consistency and accountability.

The company firmly believes that consistency is the key to achieving long-lasting results, and strives to help clients establish a routine that works for them. By fostering accountability, H&Z Fitness works closely with clients to track progress and celebrate milestones along the way, ensuring that each client feels supported and motivated throughout their fitness journey.


Quality in all aspects.

H&Z Fitness is committed to providing clients with the best value for their investment and ensures that every aspect of their experience is top-notch, from the fully vetted and experienced instructors to the state-of-the-art facility and equipment. The company believes that quality should never be compromised, and strives to exceed customers’ expectations in every way possible.


Market Analysis

In the ever-changing landscape of the health and fitness industry, it is critical to understand the relevant market trends, government regulations, and competitive landscape to position H&Z Fitness for success. This market analysis will provide a comprehensive review of these key factors, providing valuable insights into the industry that will help the company develop a winning strategy.


Global Health and Fitness Club Industry

The global health and fitness industry is a vast market that includes businesses that provide services and products related to fitness and wellness. This includes health and fitness clubs, gyms, personal training studios, yoga studios, wellness centers, and sports clubs. These businesses offer a range of services, such as equipment and facilities for workouts and physical activities, personal training and instruction services, nutrition coaching, and other wellness-related services.

The industry is currently experiencing substantial growth due to several factors, including the rising awareness of health, increasing disposable income, and the growing demand for fitness-related products and services. Health and fitness clubs, in particular, have become a popular destination for individuals looking to maintain an active lifestyle and achieve their fitness goals. Recent market research indicates that the global health and fitness club market was valued at $70.3 Billion in the current year, and is projected to grow at a CAGR of 11.86% over the next five years, reaching $132.6 Billion by 2028. Furthermore, post-pandemic, there has been a significant increase in membership as more people recognize the importance of maintaining good health and wellness.

In terms of market share, North America dominates the health and fitness club market due to rising health awareness and increasing obesity among consumers in the United States. In recent years, the number of adults aged between 20 and 64, the largest gym-going demographic, has increased, driving demand for gym memberships. Additionally, many baby boomers are expected to sign up for health club memberships as they become more health-conscious. Multipurpose health and fitness facilities are offering a wide variety of specialty exercise services, equipment, and programs to encourage people of all ages and fitness levels to participate in regular exercise. Some examples of successful health and fitness clubs in the United States include LA Fitness Irvine, Life Time Fitness Chanhassen, and MN. 


US Gym, Health, and Fitness Club Industry

The gym, health, and fitness club industry in the US is a significant contributor to the country’s economy, with an estimated market size of $4.45 billion in 2021. Despite facing the challenges brought by the pandemic, the industry is expected to show resilience and achieve growth of nearly 4% in 2022, reaching a value of $4.62 billion. While the industry has not quite reached its pre-pandemic levels, this positive outlook indicates opportunities for businesses operating in this space.

The industry is dominated by a handful of major players, such as GoodLife Fitness, LA Fitness, Self Esteem, PFIP, and Gold’s Gym. These chains generate revenues ranging from $30,000 to $5 Million per year. GoodLife Fitness stands out as the most popular gym chain in the country, with over one million members across 255 locations. In fact, 1 in 35 Americans is a member of this chain, highlighting its immense popularity.

When it comes to the distribution of fitness establishments across the US, the number of facilities is closely linked with the population in each city or territory. Florida has the highest number of fitness establishments, with 1,727 locations, followed by New York with 926. 


Market Trends 

This section provides an overview of the latest trends in the health and fitness industry, helping H&Z Fitness stay ahead of the competition and identify new opportunities for growth. By examining key market drivers, emerging technologies, and changing customer preferences, the company can develop strategies that can ensure long-term success.


Online Workout and Hybrid Memberships

The pandemic has led to a surge in online fitness training as many gym members sought more flexible workout options that could be easily integrated into their busy schedules. While the trend for online fitness is expected to continue, many individuals who are now able to return to the gym are seeking the option to mix online and in-person gym sessions.

In response to this demand, gyms are now offering hybrid memberships that provide training flexibility. Many gyms are promoting these hybrid memberships, which typically include a number of  personal visits and unlimited online small-group sessions for approximately half the cost of a regular membership.

H&Z Fitness is addressing this trend by offering flexible training options that cater to clients’ schedules and preferences, while also providing the discipline and structure necessary to achieve meaningful results. Moreover, the company uses a session-based subscription approach that is more focused on delivering quality service to clients rather than simply signing up new members, aimed at those who are serious about achieving their fitness goals.


Demand for Personal Training

The demand for personal training services is on the rise, as more people become health-conscious and seek individualized fitness solutions. According to IBISWorld, the personal training industry grew by 2.2% in 2021, and this growth is expected to continue in the coming years. As the pandemic has made people wary of large groups and public spaces, personal training has become an increasingly popular option for those seeking to maintain their fitness while minimizing social interaction. Personal training offers the ideal balance of customized fitness solutions and minimal social contact.

H&Z Fitness is strongly positioned to leverage the increasing demand for personal training services. The company’s commitment to delivering high-quality service and customized solutions has earned it a reputation as a leading choice among clients seeking individualized fitness solutions. This focus on client satisfaction has resulted in significant demand for H&Z Fitness’ services, prompting the company to expand to a new location.


Popular Workout Programs

In the US, the fitness industry is a dynamic and ever-evolving space, with new workout programs constantly emerging. According to recent surveys conducted by Miami Fitness Club in 2022 and 2023, fitness professionals have identified the following programs that are expected to be in high demand in the coming years.

To stay competitive and meet the changing demands of the fitness industry in the US, H&Z Fitness will stay up-to-date with emerging trends and popular workout programs. By keeping a close eye on this information, H&Z Fitness can tailor the company’s offerings to meet the evolving needs of existing and potential clients and stay relevant in the industry. Furthermore, incorporating popular workout programs into H&Z Fitness’ training plans and services will allow the company to attract new clients and retain existing ones who are seeking innovative and effective fitness solutions.


High Personal Trainer Turnover

The personal training industry has experienced significant growth in recent decades, becoming the most prominent revenue generator within the fitness industry. However, the industry is facing a significant challenge in the form of a high personal trainer turnover rate. According to several sources within the industry, the annual turnover rate for personal trainers stands at 80%, a staggering figure that has significant implications for the industry as a whole.

One of the primary reasons for this high turnover rate is the lack of qualifications among personal trainers. While the industry has several certifying bodies, there is a significant discrepancy in the qualifications offered by these bodies. As a result, many trainers are unqualified to work with clients, leading to dissatisfaction among clients and a high turnover rate among trainers. Another factor contributing to the high turnover rate is the desperation of club operators to fill vacancies. In many cases, employers are willing to accept trainers with minimal qualifications or experience, leading to a vicious cycle of rapid turnover and low revenue. This approach has undermined the industry, turning personal training into an unsustainable career path.

To address this challenge, H&Z Fitness plans to profit-share with the company’s most productive coaches, using specific key performance indicators (KPIs) to determine eligibility. This strategy is expected to improve the retention rate within the company by rewarding top-performing coaches for hard work and dedication. Moreover, the company has first-hand access to a pool of potential personal trainer recruits through instructor training programs done in partnership with various certifying bodies.


Government Regulations

This section outlines the various government regulations and guidelines that directly affect the company’s operations in Miami, US. 


Business Practices and Consumer Protection Act

The Business Practices and Consumer Protection Act (BPCPA) in Miami lays out specific rules that businesses must adhere to when it comes to contracts and customers’ cancellation rights. Contracts for ongoing physical services, such as gym memberships, personal training, self-defense, and dance lessons, are considered ‘continuing services contracts’ and must comply with the regulations to ensure that consumers are protected. To comply with this law, businesses must ensure that their contracts include the following:

  • Contract-specific information, such as the term, price, and cancellation policy
  • Customer cancellation rights, including the right to cancel if the contract does not contain all the required contents or if there is a material change in the services provided
  • The formula of refund that the business follows

In addition to continuing services contracts, the BPCPA also outlines regulations for “future performance contracts.” These contracts, which apply to goods or services that are to be provided at a later date, must include specific information such as the supply date, the completion date, and the amount of any periodic payments.


Competitive Analysis

The fitness industry has become increasingly competitive in recent years, with large all-inclusive clubs vying for market share against smaller studios like H&Z Fitness. These boutique studios currently account for 40% of all gym memberships, indicating a growing preference for more personalized fitness experiences. However, the most significant competition for both large and small fitness businesses comes from online and digital fitness platforms, which have exploded in popularity due to their convenience and accessibility. These platforms offer a wide range of workout options and programs that can be accessed from anywhere, making them a highly attractive alternative for consumers who prioritize flexibility and convenience.


Products and Services

H&Z Fitness generates revenue through two main sources: customized personal training sessions and dynamic group fitness classes, both carefully designed to cater to the distinct fitness objectives of each client. In addition to these core services, H&Z Fitness has expanded the company’s portfolio by introducing two supplementary revenue streams: comprehensive fitness instructor training programs and branded merchandise sales. Through this diverse range of offerings, H&Z Fitness strives to deliver a holistic fitness experience for a diverse clientele.


Personal Training Sessions

H&Z Fitness’ personal training sessions are highly customizable and tailored to meet the unique needs and fitness goals of each client, whether to build strength, increase flexibility, or improve overall health and wellness. With a focus on technique, form, and progress tracking, the company’s certified coaches work closely with clients to develop a personalized training program to help them achieve and maintain their desired results. These sessions are offered in private (1-on-1) and semi-private (1-on-2) settings to ensure that clients receive undivided attention from coaches. 

The company offers a competitive pricing structure for personal training sessions, with a volume-based pricing strategy for private sessions. This approach allows clients to receive a lower price per session as they purchase more sessions, incentivizing their commitment to achieving their fitness goals while fostering loyalty to H&Z Fitness.

In contrast, semi-private personal training sessions are offered at a flat rate, regardless of the number of sessions purchased. This pricing is intended to encourage referrals and increase market penetration, while also allowing couples, friends, and accountability partners to share the cost of a private coaching session.


Group Fitness Classes

H&Z Fitness offers dynamic 60-minute group fitness classes led by certified coaches. These classes provide clients with a challenging and enjoyable workout, while also promoting a sense of community and support. Each session is limited to a maximum of 6 to 8 participants to ensure each receives individualized attention and coaching, and that the class environment remains safe and effective. 

The company adopts a bundled pricing strategy for group fitness classes and encourages clients to commit to a minimum of 10 sessions, as this is considered the optimal number of sessions to see results. This pricing strategy is not only intended to help ensure that clients are committed to their fitness goals but also to guarantee that the classes are always filled, therefore creating a lively and engaging atmosphere for all participants.


Fitness Instructor Training

H&Z Fitness offers a comprehensive fitness instructor training program in collaboration with respected certifying bodies. This program is specifically designed to equip aspiring fitness professionals with the fundamental skills and experience needed to become certified trainers in the industry. Every trimester, the company accepts a maximum of 8 individuals, providing them with hands-on experience at the state-of-the-art facility under the guidance of experienced and certified fitness coaches. This program offers invaluable career development opportunities and allows H&Z Fitness to establish a working relationship with potential instructors who may be recruited by the company in the future.

As part of the partnership with the certifying bodies, H&Z Fitness receives a fixed fee for hosting and facilitating the practical component of the program, further strengthening the mutually beneficial relationship between the two entities.


Workout Apparel

The company has established a strategic consignment partnership with Fitness Supplies to provide clients with a curated selection of high-quality workout apparel and accessories. This additional revenue stream is designed to leverage the foot traffic inside H&Z Fitness while minimizing the financial risks of holding inventory. Moreover, offering workout apparel and accessories enhances the overall client experience by providing added convenience and value.


Competitive Advantages 

The following competitive advantages differentiate H&Z Fitness from other fitness studios:


Client-Focused Approach

H&Z Fitness provides a highly personalized experience for each client, regardless of their level of fitness or experience. The company’s certified coaches work closely with clients to understand their goals and create programs that are tailored to meet their needs. This approach helps clients feel supported and motivated throughout their fitness journey, leading to better results. In contrast, many other fitness centers offer generic workouts or rely heavily on self-directed exercises, which can leave clients feeling lost or discouraged.



H&Z Fitness limits facility access to personal training and group class training members only. Unlike larger gyms that offer monthly memberships where people can come and work out as they please, the company prioritizes quality over quantity. By using this strategy, H&Z Fitness is able to provide a more private and non-intimidating atmosphere, which helps clients feel comfortable and motivated to achieve their fitness goals.


Expertise and Specialization

H&Z Fitness boasts a team of highly skilled and certified coaches with diverse areas of expertise, enabling the company to offer a wide range of specialized training programs. The company has a roster of duly certified coaches that specialize in strength and conditioning, martial arts, and yoga, among others. This level of expertise sets H&Z Fitness apart from other fitness studios that may only provide generic workout options or lack the necessary qualifications to deliver these types of programs effectively.


Key Success Factors

​​H&Z Fitness’ success will be driven by the following key factors:


Highly Experienced Coaches

H&Z Fitness’ coaches serve as the face of the company and play a crucial role in shaping the overall client experience. Therefore, a thorough vetting process is in place to ensure that only the most qualified and capable coaches are brought on board. H&Z Fitness prioritizes coaches with extensive experience, who can provide services aligned with the company’s standards. This is essential to maintain high levels of customer satisfaction and ensure that clients receive the best possible experience. 


Customer Satisfaction

The company relies heavily on referrals and word-of-mouth marketing to attract new clients, which underscores the importance of providing an exceptional customer experience. By providing personalized programs delivered by expert coaches, top-notch facilities, and a supportive atmosphere, H&Z Fitness is able to cultivate a loyal client base that is eager to recommend the gym to others. Additionally, the company regularly solicits feedback from clients to ensure that their needs are being met and to make improvements where necessary.


Prime Location

The location of H&Z Fitness is key to attracting and retaining customers. The company’s existing and proposed second location in Homestead, Miami, are easily accessible via public and private transportation and have ample parking spaces available. Additionally, both locations are located near residential areas, restaurants, and entertainment, making it convenient for clients to integrate fitness into their daily routines.


Innovative and Diverse Offerings

H&Z Fitness continuously explores new and innovative fitness trends to keep clients engaged and motivated, ensuring that their experience remains fresh and exciting. By offering a diverse range of training options, including unique group classes and specialized personal training programs, the company can cater to a wide range of client preferences and fitness goals. This adaptability and willingness to embrace emerging fitness trends help H&Z Fitness differentiate itself from competitors, attract new clients, and maintain the interest of existing ones.


Sales and Marketing Plan

The sales and marketing plan lays out H&Z Fitness’ strategy for expanding the company’s customer base and growing the business. This section examines the key channels the company will use to promote its services, as well as the metrics that will be used to gauge success. Additionally, the plan will identify the strengths and weaknesses of the company, opportunities for growth and expansion, and potential threats that could impact business operations.


Target Customers and Channels

When it comes to selecting fitness facilities, proximity often plays a crucial role in the decision-making process for most consumers. H&Z Fitness, with locations in Homestead, Miami, therefore targets individuals who reside in the city.

Homestead is a vibrant, multi-ethnic community with a population of approximately 209,937 as of 2021, reflecting a 5.9% growth since 2016. A significant portion of this recent population increase consists of Asian immigrants, with individuals of Chinese and South Asian descent representing over 60% of Homestead’s residents. These newcomers have made substantial contributions to the expansion of the small business and retail sectors, enriching the city’s cultural diversity and vitality. The median household income in Homestead stands at $65,241, and more than 38% of households earn over $100,000 annually.

Given this demographic information, H&Z Fitness is well positioned to capitalize on the thriving local economy and diverse population of Homestead. To avoid over-dependence on a single market segment, the company aims to build a diversified customer base. In addition to the existing clientele of high-income residents, H&Z Fitness plans to engage young athletes and physical therapy patients in the area. Furthermore, the company intends to foster more partnerships with certifying bodies to support the company’s fitness instructor training program. This proactive approach will help H&Z Fitness cater to a wider range of customers, increase market share  and mitigate the risk of a single segment’s fluctuating demand.


High-Income Residents

The company has identified high-income residents as one of its key target markets. These individuals have the financial means and the desire to invest in their physical fitness, making them an ideal customer base for a premium fitness brand like H&Z Fitness. These customers appreciate personalized attention, exceptional customer service, and state-of-the-art equipment and facilities.

To further narrow down this market segment and develop a more effective marketing strategy, the company specifically targets four distinct customer personas:

  • The Busy Professional: This persona is typically a high-powered executive with a demanding schedule, and therefore prefers fast but effective workouts. They prioritize efficiency and convenience and view fitness as a means of stress relief and maintaining a healthy work-life balance.
  • The Health Enthusiast: Passionate about fitness, this persona actively seeks opportunities to enhance their physical health. They are willing to invest in premium fitness services and facilities, placing their health and wellness above all else.
  • The Fitness Newbie: This persona is new to fitness and may feel intimidated by traditional gym environments. They value a supportive and welcoming atmosphere and seek out personalized guidance and instruction to help them achieve their fitness goals.
  • The Fitness Duo: This persona represents couples, partners, or friends who prioritize their physical well-being and enjoy working out together. They seek a fitness program that caters to their individual needs while also fostering a sense of togetherness and mutual support.


Key Channels


As the online face of the company, H&Z Fitness’ website plays a crucial role in creating a strong brand identity and attracting potential high-income earning clients. The company aims to continuously improve the website to ensure a seamless user experience that conveys a premium feel. To achieve this, the company will implement the following strategies:

  • UI/UX Optimization: The website’s user interface and user experience will be optimized for a more premium feel to better align with H&Z Fitness’ brand identity. This will include a streamlined design, enhanced navigation, and faster load times, ensuring a smooth browsing experience for visitors. Moreover, the website will be optimized for mobile devices as the majority of the target audience accesses the internet through their smartphones.
  • Search Engine Optimization (SEO): To increase the website’s visibility on search engines, the company will implement SEO best practices, including keyword optimization, high-quality content creation, and relevant meta tags. This will help attract more organic traffic from users searching for fitness services in the Homestead area.
  • Engaging Content: The website will feature high-quality, engaging content that effectively communicates H&Z Fitness’ brand message, services, and unique selling propositions. This content will be regularly updated to keep the website fresh and relevant, providing visitors with valuable information and encouraging them to explore further.
  • Call-to-Action (CTA) Buttons: Prominent and strategically placed call-to-action buttons will be incorporated throughout the website, guiding visitors to take action, such as booking a personal training session, signing up for a fitness class, or contacting the company for more information.
  • Online Booking and Membership Management: To streamline the customer experience, the website will feature an easy-to-use online booking system and membership management portal. This will allow clients to conveniently book personal training schedules or fitness classes, manage their accounts, and access exclusive content and offers.
  • Lead-generating landing pages: The website’s landing pages will be optimized to promote specific services, featuring clear and concise information and a compelling CTA to encourage visitors to sign up for the company’s email list or follow H&Z Fitness on social media. By capturing contact information, the company can nurture leads with targeted email campaigns and other marketing efforts to convert them into customers.


Social Media

H&Z Fitness has developed a social media strategy that prioritizes organic growth to create a strong and engaged online community. By focusing on organic reach, the company aims to build authentic connections with the target audience and attract potential clients who are genuinely interested in H&Z Fitness’ premium fitness services. To achieve this, the company has set up social media accounts on Redbook, WeChat, and Instagram, which are known to have a higher potential for organic reach and engagement. To optimize these accounts, H&Z Fitness will implement the following strategies:

  • Content Creation: The company will develop high-quality, visually appealing, and informative content tailored to each platform’s audience. The types of content will include workout tips, client success stories, promotional offers, educational articles, and behind-the-scenes glimpses into H&Z Fitness’ facilities, coaches, and staff.
  • Audience Engagement: H&Z Fitness will actively engage with audiences by responding to comments, messages, and queries on social media platforms. This approach will foster a sense of community, strengthen brand loyalty, and gather valuable insights into customers’ needs and preferences.
  • User-Generated Content:  The company will encourage clients to share their fitness experiences, progress, and testimonials on social media, tagging H&Z Fitness in their posts. This user-generated content will help build trust, showcase the impact of the company’s programs, and attract new clients through social proof.
  • Hashtag Strategy: The company will employ a targeted hashtag strategy to increase the visibility and reach of H&Z Fitness’ content. By using a well-researched mix of popular, niche, and branded hashtags, H&Z Fitness can reach a wider audience interested in fitness and wellness topics. Examples of hashtags include: #Homesteadfitness, #personaltraining, #h&zfitness, #backtraining, #pilateslife.
  • Influencer Partnerships: H&Z Fitness plans to establish partnerships with social media influencers who have a substantial following of fitness enthusiasts in the Homestead area. These influencers will promote the company’s brand and services to their followers, generating increased visibility and engagement. These partnerships will be carefully selected based on alignment with the company’s values and goals to ensure maximum impact.



Word-of-mouth has proven to be a powerful marketing channel for H&Z Fitness. The company has successfully increased its customer base by focusing on this type of marketing, driven primarily by customer satisfaction. To sustain and enhance word-of-mouth referrals, the company will execute the following strategies:

  • Exceptional Customer Experience: H&Z Fitness will continue to prioritize delivering high-quality services and personalized attention to clients, ensuring an exceptional customer experience. Satisfied clients are more likely to share their positive experiences with others, driving organic word-of-mouth recommendations.
  • Referral Program: The company will establish a referral program that rewards existing clients for referring friends, family members, or colleagues to H&Z Fitness. Incentives may include discounted program rates or complimentary services, encouraging clients to become H&Z Fitness’ brand ambassadors.
  • Testimonials and reviews: The company will encourage satisfied clients to share their H&Z Fitness experiences by leaving testimonials and reviews on platforms such as Google and Yelp. These reviews will provide social proof, making potential clients more likely to trust and choose the company’s services.


Charity Events

H&Z Fitness is actively seeking opportunities to give back to the community and has been in discussion with the Rotary Club, where Mr. Emile Johnson is a member, to sponsor events and contribute to charitable causes. By sponsoring events and donating to worthy causes, the company can establish a positive reputation and enhance brand visibility within the local community. This strategy will also allow the company to demonstrate its commitment to social responsibility, which can help foster goodwill and positive relationships with potential clients. Additionally, participating in charitable events can help to generate media coverage and increase exposure for the company, which can ultimately drive new business and revenue growth.


Young Athletes

Young athletes, usually aged between 10 and 18, are  highly committed to sports performance and often come from high-income earning families. Parents of these individuals are eager to support their children’s pursuit of excellence in their chosen sport, believing that such achievements will enhance their future university applications. Similarly, the young athletes themselves are motivated to gain a competitive edge over their peers. This market segment seeks conditioning and strength training programs designed to optimize their athletic abilities, improve their endurance, and reduce the risk of injuries, all while fostering self-discipline.


Key Channels

Strategic Partnerships

To effectively reach young athletes, H&Z Fitness is in the process of establishing strategic partnerships with various sports academies and clubs. These collaborations will position H&Z Fitness as the designated strength and conditioning facility for their student-athletes. The company will work closely with sporting schools to provide tailored strength and conditioning training, in line with the recommendations of their sports coaches. H&Z Fitness is currently in the works of setting up collaborations with the following organizations:

By collaborating with these well-established sports organizations, H&Z Fitness can directly connect with young athletes and their families, offering specialized training programs that complement their existing athletic endeavors. This targeted approach will help H&Z Fitness become the go-to fitness provider for young athletes in Homestead and other surrounding areas, ultimately expanding the company’s customer base.


Physical Therapy Patients

In the context of H&Z Fitness’s target market, physical therapy patients are individuals undergoing treatment at massage therapy, chiropractic, physiotherapy, and acupuncture clinics. Exercise is crucial for these patients as it plays a vital role in their long-term rehabilitation and overall health maintenance. Therapists often recommend that they seek workout programs designed to restore function, improve mobility, and increase strength and flexibility, ultimately promoting a better quality of life for the patients.


Key Channels

Strategic Partnerships

To effectively reach physical therapy patients, H&Z Fitness is adopting a strategic partnership approach similar to the one used with sports organizations. The company aims to establish referral partnerships with various health and wellness clinics, and offer programs that align with the specific needs of the patients. H&Z Fitness is currently finalizing the partnerships with the following institutions:

By collaborating with these well-established health and wellness providers, H&Z Fitness can directly connect with physical therapy patients and offer tailored exercise programs that can support their recovery and existing treatment plans. This approach will help H&Z Fitness diversify the company’s customer base and solidify its reputation as a premium fitness brand that is committed to improving the health of the local community.


Aspiring Fitness Instructors

This target market consists of individuals who aspire to become certified fitness instructors, personal trainers, or group class leaders. These individuals are passionate about health and fitness and are looking to acquire the necessary skills and qualifications to turn their passion into a profession. They seek comprehensive training programs, mentorship, and hands-on experience to gain expertise in various training methodologies, workout techniques, and client management strategies. Aspiring fitness instructors may come from diverse backgrounds and may range from young adults just entering the workforce to experienced professionals seeking a career change. They value quality education, practical experience, and opportunities for networking within the fitness community. This target market is motivated by personal growth, career advancement, and the prospect of making a positive impact on the lives of others by helping them achieve their fitness goals.


Key Channels

Strategic Partnerships

To reach aspiring fitness instructors, H&Z Fitness will leverage strategic referral partnerships with reputable fitness certification organizations such as Miami Fitness Club and ACE. By finalizing partnerships and becoming a designated training location for certifying personal trainers, H&Z Fitness can attract those seeking to obtain their certifications and develop their skills.


In addition to the new partnerships, the company will capitalize on its existing relationship with the Pilates Methods Association. The first location’s status as a designated training location for this organization has proven successful, and H&Z Fitness will extend this partnership to the new location as well.

Key Performance Indicators

To effectively track the company’s progress and ensure continued success, H&Z Fitness has identified the following KPIs:


  • Revenue per customer 
  • Fitness class enrollment/occupancy rate
  • Personal coaches utilization rate 

Customer Experience

  • Customer satisfaction score of 80% or above
  • Customer retention rate of 70% or above
  • Word-of-mouth referral rate 


  • Partnerships with new fitness certifying bodies per year
  • Partnerships with new sports clubs and other related entities per year
  • Partnerships with new health facilities per year


  • Customer acquisition cost 
  • Customer conversion rate for leads generated through referrals
  • Customer conversion rate for leads generated through online channels
  • Increase website traffic by 5% monthly
  • Increase social media following by 20% year-on-year on all major platforms
  • Secure 20 to 35 positive reviews per year


  • Gross margin 
  • Net profit margin 
  • Maintain positive cash flow throughout the year

Human Resources

  • Annual employee and contractor satisfaction rate of 90%
  • Annual employee and contractor retention rate of 95%
  • Fill vacancy within 30 days


SWOT Analysis


  • Combined skills and expertise of the shareholders and coaches
  • Exclusive and non-intimidating atmosphere that appeals to clients of all fitness levels
  • Established brand recognition in the local market
  • Engaged customer base that generates word-of-mouth referrals
  • Accessible locations in Homestead, close to residential areas and businesses


  • Reliance on referrals and word-of-mouth marketing for customer acquisition
  • Limited brand recognition beyond the local market
  • Financial constraints limiting investment in new equipment and technology
  • Limited operating hours compared to 24/7 gyms
  • Inadequate online presence and digital marketing strategy


  • Growing interest in healthy lifestyles and wellness activities among consumers
  • Increasing demand for personalized fitness programs
  • Potential expansion into new markets by opening additional locations or exploring franchise opportunities
  • Opportunities for partnerships with complementary businesses in the health and wellness, and sports industries


  • Competition from larger and more established gyms in the area
  • Economic downturns that may decrease demand for fitness services
  • Changing consumer preferences towards alternative forms of exercise and at-home fitness programs
  • Potential disruptions to operations from unforeseen events, such as pandemics or natural disasters


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Operational Plan

The operational plan serves as the backbone that outlines the fundamental actions required to ensure H&Z Fitness’ operations run efficiently and effectively. This section provides a comprehensive overview of the company’s day-to-day activities, covering critical areas such as hours of operation, location, facility maintenance, compliance with laws and regulations, vetting process, and risk management. 


Hours of Operations

H&Z Fitness strikes a balance between accommodating clients’ needs, improving employee satisfaction, and managing operating costs by operating with fixed hours throughout the week.

As a non-membership-based fitness center, the company follows a strict scheduling system that requires clients to book training sessions and classes in advance. This not only promotes discipline but also ensures that clients receive the personalized attention they need without overburdening the facility. Furthermore, fixed hours create a more predictable work schedule for coaches and other members of staff, which can boost job satisfaction and ultimately lead to better performance.



H&Z Fitness has strategically chosen Homestead, Miami as the primary location to conduct business due to the city’s growing, diverse, and dynamic urban center with a unique mix of residential and commercial properties. The company’s first location is situated at 8631 Alexandra Rd #210, at the core of the city. To accommodate the growing demand for the company’s personal training and group class programs, H&Z Fitness will be launching a second location at 890-0555 Miami in October 2023.

The two locations are approximately 1.7 kilometers apart, making it convenient for existing and potential clients to access the company’s services from different parts of the city. Both locations are easily accessible by public and private transportation, have ample parking spaces, and are located in close proximity to residential areas and business centers. These convenient locations make it easier for clients to integrate fitness into their daily routines, ultimately increasing the likelihood of clients joining the fitness studio and staying committed to their wellness goals. Furthermore, the proximity of the two locations enables the management team to effectively oversee and manage both branches.

Facility Maintenance

Maintaining a clean and well-kept environment is a critical aspect of H&Z Fitness’ operations, as it ensures client satisfaction and safety, and helps to preserve the integrity of gym equipment and facilities, therefore reducing the need for costly repairs and replacements. Moreover, a well-maintained facility is essential for complying with health and safety regulations.

To ensure proper maintenance at H&Z Fitness’ facilities, the company has contracted a third-party cleaning service provider with extensive experience in daily cleaning and periodic deep cleaning of wellness facilities. Through this contract, the service provider is responsible for the following tasks:

  • Daily cleaning of high-traffic areas, such as restrooms, locker rooms, and workout areas
  • Regular disinfection of surfaces and equipment to prevent the spread of germs and illnesses
  • Daily trash and recycling removal from the facility to maintain cleanliness and orderliness
  • Scheduled deep cleaning of all gym equipment and facilities to ensure the removal of bacteria, dirt, and grime

By partnering with a third-party cleaning service provider, H&Z Fitness is able to save on the cost associated with hiring and training in-house cleaning staff, allowing the company to focus on core aspects of the business.



H&Z Fitness will adhere to the federal and provincial laws discussed in Section 3.2 Government Regulations, as well as other pertinent regulations, bylaws, and standards. The company will take all necessary steps to ensure that all the required government permits are obtained to conduct business operations legally and ethically.

Occupational Health and Safety

H&Z Fitness values the safety and well-being of its employees and is dedicated to adhering to the Occupational Health and Safety Regulation. The company takes all necessary measures to identify, assess, and control workplace hazards to prevent workplace injuries and illnesses. All employees will receive regular health and safety training and will be required to follow all applicable regulations and guidelines. The company will also regularly review and update its health and safety policies to ensure compliance with any changes in knowledge, technology, and work practices.

Labor and Employment

The company will strictly adhere to the legal standards for payment, compensation, and working conditions as mandated by the Miami Employment Standards Act. The company’s management team will ensure open communication channels with employees to promote a positive work-life balance that enhances  welfare. Moreover, H&Z Fitness will continuously monitor adherence to labor laws and periodically review compensation packages to ensure the company meets the legally mandated minimum wage requirements. 

Vetting Process

H&Z Fitness places a high emphasis on ensuring the safety and satisfaction of their clients, and as such, has established a comprehensive vetting process for fitness coaches. This process is necessary due to the unique nature of the fitness studio environment, which requires coaches to possess a combination of technical skills and interpersonal skills to provide clients with an exceptional training experience. The company’s vetting process includes the following steps to evaluate candidates’ skills, personality, and professionalism:

  • Interviews: Candidates participate in two rounds of interviews with the directors to evaluate their personality, goals, attitudes, and expectations.
  • Testing: After the initial interview, candidates will proceed to the testing phase, which involves training an actual client while being observed by a designated H&Z Fitness coach. This evaluation focuses on two key areas: the candidate’s ability to interact with the client and their technical proficiency.
  • Training: Successful candidates will undergo a 60-day probation period that involves training new clients while being supervised by experienced coaches. The experienced coaches will closely observe their training sessions to ensure quality and provide feedback.
  • Evaluation: The candidate’s competency is evaluated through feedback gathered from both clients and experienced coaches during the probation period.
  • Onboarding: Upon completing the 60-day probation period, candidates who have met the necessary requirements will be onboarded as official coaches at H&Z Fitness.

By implementing a thorough vetting process, H&Z Fitness can ensure the quality of its coaches, maintain its image as a top-tier fitness studio, and continue providing exceptional services that will in turn attract more clients through positive referrals. This approach helps H&Z Fitness stand out in a competitive industry by setting a high bar for the qualifications and professionalism of coaches, ultimately benefiting both the company and the clients.


Procurement List 

In preparation for the opening of H&Z Fitness’ second location, a detailed procurement list has been developed to guide the renovation and equipment purchase process. This list includes all necessary items and their associated costs, which will be closely monitored to ensure that the project is completed within budget. 


Risk Analysis

Employee Liability

Description: H&Z Fitness could be held liable for any injury or inappropriate behavior caused by coaches, leading to legal and financial consequences.

Mitigation Strategy: The company conducts rigorous background checks on coaches to ensure they are certified and adequately trained. Clear guidelines on acceptable behavior and practices are also provided prior to onboarding. Furthermore, to protect against any potential incidents, H&Z Fitness maintains a liability insurance policy.


Description: H&Z Fitness may experience a decline in market share due to competition from larger and more established gyms in the area.

Mitigation Strategy: H&Z Fitness continues to build brand recognition and customer loyalty by providing exceptional training services and establishing strong relationships with clients. The company also prioritizes its differentiation strategy and strives to create a welcoming and non-intimidating environment that appeals to clients at all levels of fitness.

Personal Trainer Turnover

Description: High personal trainer turnover could disrupt the operations of H&Z Fitness and lead to a loss of operational knowledge and client relationships.

Mitigation Strategy: In addition to first-hand access to potential recruits through the company’s fitness instructor training program, H&Z Fitness plans to profit-share with the company’s most productive coaches, using KPIs to determine eligibility. This strategy will improve the retention rate within the company by recognizing and rewarding hard work and dedication.

Fire, Earthquakes, and Other Unforeseen Events

Description: The company may experience significant damage or destruction to its facilities due to unforeseen events such as fire, earthquakes, or severe weather, leading to financial and operational disruptions.

Mitigation Strategy: H&Z Fitness maintains insurance coverage to protect against potential damages caused by fire or other natural disasters. The company also regularly conducts maintenance and safety checks on its facilities to identify potential hazards and prevent incidents from occurring. Additionally, the company has an emergency response plan in place to ensure the safety of clients and employees in the event of a natural disaster or other emergencies.

Economic Downturn

Description: In the event of an economic downturn, H&Z Fitness may experience a decline in revenue and client base due to reduced consumer spending.

Mitigation Strategy: The company focuses on building and maintaining strong relationships with clients to retain loyalty even during difficult economic times. Additionally, H&Z Fitness will proactively monitor market trends and adapt pricing and services to stay competitive and appeal to changing consumer needs and spending capacities.

Regulatory Changes

Description: Changes in regulations related to fitness centers, employee classification, or other aspects of the business could impact operations and profitability.

Mitigation Strategy: H&Z Fitness stays informed about potential regulatory changes by regularly monitoring industry news and engaging with professional organizations. The company is prepared to adjust operations and practices as needed to comply with any new regulations and to maintain the status of a fully compliant fitness studio.

Organizational Plan

The organizational plan outlines the company’s approach to managing human capital. This plan will be periodically assessed and refined to ensure the company remains adaptable and responsive to emerging opportunities and challenges.

Organizational Structure

H&Z Fitness has a well-defined organizational structure to ensure efficient coordination among its various departments and teams. The structure is designed to promote collaboration and communication, as well as to provide clear lines of authority and responsibility.


H&Z Fitness is a company driven by the commitment and vision of its shareholders. A total of 70 shares have been issued, distributed among four key individuals who bring unique skills and expertise to the company. 


Shareholder Profile

Emile Johnson

Director / Shareholder / General Manager

Mr. Emile Johnson is a multi-faceted professional with a diverse background in fitness, real estate, and academia. Equipped with a Bachelor of Arts degree in Philosophy from Simon Fraser University, Mr. Johnson transitioned into the world of real estate and held various roles, including Sales Manager at Park House Living, Team Leader at Oakwyn Realty, and Listing Manager of Swanwick Ranch. In addition to real estate experience, Mr. Johnson also served as a Researcher at the Laboratory for Logic and Experimental Philosophy.

A strong passion for fitness led Mr. Johnson to earn Personal Training Certifications from the National Academy of Sports Medicine and the American Council on Exercise This drive also culminated in the successful launch of two fitness ventures: H&Z Fitness and United Barbell Club. As the Co-Founder and Director of both companies, Mr. Johnson has been instrumental in achieving 300 private training clients within just 10 months of opening H&Z Fitness and producing 11 Team Miami and 2 Team US weightlifting and powerlifting athletes at United Barbell Club. This unique blend of skills and experiences across multiple domains demonstrates a commitment to excellence and adaptability, making Mr. Johnson a driving force for H&Z Fitness.


Crystal Davis

Shareholder / Group Class Director

Ms. Crystal Davis is a highly adaptable and results-driven professional with a unique blend of skills in marketing and fitness. Ms. Davis holds a Bachelor of Arts degree in Journalism, demonstrating  strong business writing skills in English and Chinese. With a passion for continuous learning, Ms. Davis holds various certifications in different fitness categories, including: Crossfit Level 1, Nutriology, BOSU Personal Training, and Ergonomic.

Ms. Davis has a solid background in marketing, having previously worked with Advertising Media Corporation, gaining experience in customer services, media promotion and editing, and advertising market operation and design. Ms. Davis’ interest in fitness has led to becoming a shareholder and personal trainer in three fitness ventures: H&Z Fitness, Beijing Vital Fitness Studio, and Vanfitness. In these roles, Ms. Davis has demonstrated an ability to create custom fitness and diet plans, attract new customers, manage gym operations, and forge successful strategic partnerships. Ms. Davis’ unique blend of skills and experience has contributed significantly to the success of these ventures. With an ability to adapt quickly to new challenges and deliver results, Ms. Davis will help sustain H&Z Fitness’ success.


Samantha Taylor

Shareholder / Business & Finance Manager

Ms. Samantha Taylor is a well-rounded professional with a rich background in finance, property management, and the military. Ms. Taylor earned a General Studies degree from Simon Fraser University and Military Qualifications from Land Force Western Area. With a commitment to ongoing education and professional development, Ms. Taylor is also a licensed Financial Advisor with a First Aid Level 2 CPR certification.

Ms. Taylor’s diverse background includes working as a Vehicle Technician in Training for the US Forces Reserves, and as a Hyperbaric Chamber Attendant and Technician at Homestead Hyperbaric Health Centre. As a successful self-employed Rental Property Manager, Ms. Taylor has managed four investment properties and completed 19 real estate transactions since 2013, showcasing strong investment and management skills. In addition, as a Financial Advisor Trainer, Ms. Taylor has trained a team of financial advisors and helped clients accumulate millions of dollars in savings and investments. With an extensive and diverse experience in finance, Mr. Samantha Taylor brings invaluable financial expertise to H&Z Fitness, supporting the company’s long-term sustainability and success.


Personnel Plan

This personnel plan provides an overview of the duties and responsibilities of each employee within the company, outlining individual functions, and promoting effective management and accountability. As H&Z Fitness is in its initial stages, some shareholders are actively taking on specific roles to ensure seamless day-to-day operations. By clearly defining the scope and mandate of each employee, H&Z Fitness aims to create a cohesive and efficient team that can work collaboratively toward the company’s goals. 

Emile Johnson – General Manager

  • Coordinates with accountants, landlords, banks, lawyers, city officials, service providers, property managers, and collaborators
  • Manages coaches’ and clients’ experiences
  • Oversees business planning and development
  • Organizes shareholders and directors meetings and decision-making processes

Crystal Davis – Group Class Director

    • Recruits and retains group class instructors
  • Develops and implements marketing strategies for group classes
  • Conducts sales training for group class instructors
  • Ensures group class customer experience quality control
  • Oversees group class programming and innovation

Samantha Taylor – Business and Finance Manager

  • Performs monthly financial analysis
  • Facilitates sales training and innovations
  • Spearheads business development and fundraising efforts
  • Manages B2B collaborations

Macy Chu – Coach

  • Instructs group yoga, aerial yoga, dance, and indoor bungee classes


Recruitment Plan

H&Z Fitness employs a multi-faceted method in sourcing potential candidates for employment. In addition to job postings and advertisements, the company leverages personal referrals and networking to attract a wide range of qualified applicants. To ensure a fair and equitable hiring process, the company takes proactive steps to eliminate bias and discrimination and ensure that all candidates are given equal consideration. As part of the company’s expansion plan, the following regular and contract positions will be created and filled to help distribute the workload of the management team.


Regular Positions

Chief of Staff

  • Manage all coaches to ensure that they meet the company’s quality standards
  • Train coaches in sales, self-promotion, and client experience delivery
  • Hire and terminate coaches based on their performance and company needs
  • Provide training to clients in private and semi-private settings when necessary

Skills Coach

  • Ensure that each coach meets the technical skills required to deliver exceptional services to clients
  • Liaise with licensing organizations regarding training programs held at the company’s premises
  • Supervise training programs to ensure client safety, program optimization, and movement optimization
  • Provide training to clients in private and semi-private settings when necessary


General Manager

  • Perform general administrative tasks, including bookkeeping, payroll, and coordination with lawyers, accountants, landlords, management companies, and local government offices
  • Coordinate miscellaneous items such as monthly bill payments, service payments, and coach performance tracking
  • Schedule training and review sessions for staff with the Head Coach and Skills Coach
  • Track monthly finances, including revenue, expenses, and profits
  • Communicate with shareholders and directors on major decisions and updates

Group Class Director

  • Manage the sales and marketing for group classes to increase revenue and client retention
  • Recruit, interview, hire, and terminate group class coaches to maintain a high-performing team
  • Ensure quality control for group class clients to enhance customer satisfaction
  • Monitor and evaluate group class performance metrics to identify areas for improvement 


Contract Positions

In addition to regular positions, ongoing recruitment will be conducted depending on demand for the following contract positions:

Aerial Yoga Coach

  • Teach group aerial yoga classes 3-5 times per week
  • Accommodate up to 6 people per class

Indoor Bungee Coach

  • Teach group indoor bungee classes 3-5 times per week
  • Accommodate up to 6 people per class

Boxing Coach

  • Teach group boxing or kickboxing classes 2-3 times per week
  • Accommodate up to 8 people per class

Yoga Instructor

  • Teach group yoga classes 3-4 times per week
  • Accommodate up to 8 people per class


Financial Plan

Pro Forma Income Statement


Pro Forma Cash Flow Statement


Pro Forma Balance Sheet


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