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How to create a business plan for a CrossFit gym

If you’re planning on starting a CrossFit gym, you first need to put together a full and in-depth business plan. Keep reading and find out what to include in a business plan to get your CrossFit gym up and running.

Whether you're a seasoned pro and have run your own CrossFit gym before, or you are brand new to the world of running fitness businesses , ensuring you have written a thorough business plan is one of the first steps you need to take.

By putting together a comprehensive business plan for your CrossFit box , you're first and foremost creating a strategy for yourself, as well as holding yourself accountable. Each section of your CrossFit gym business plan can work as though it was a "to-do" list that you can check off as you address each task. Your business plan is much more than that though.

In this guide, we take you through what each section of your CrossFit gym business plan should include and how it'll help you take your CrossFit gym from being an idea to a project in motion.

What is a business plan and why is it important?

A business plan is a comprehensive document that outlines your business goals, strategies, and how you plan on achieving them. When you start any business, there's a lot to think about, and CrossFit gyms are no different.

Business plans are an essential tool for any business owner. For aspiring CrossFit gym owners, they help to map out a strategy and make informed decisions about the future of your business.

Additionally, a well-written CrossFit gym business plan can help to attract potential investors or secure business loans by clearly demonstrating how you intend to structure your CrossFit gym.

How to create an in-depth business plan for your CrossFit gym?

Creating a business plan that's in-depth and gives your potential investors a thorough run-through of how you intend to get your new business venture off the ground is vital to securing funding and starting your cash flow to get your CrossFit box open.

Showing you've thought about all the various aspects it takes to start your own CrossFit , from getting the right CrossFit equipment such as rowing machines, medicine balls, and more to

As with all things, there's more than one way to approach writing up business plans. However, making sure your business plan template includes these key features will help steer you in the right direction:

• A company summary
• CrossFit Gym Services
• Market Analysis For Your CrossFit Gym
• Marketing Plan and Sales Forecast
• CrossFit Gym Competitive Analysis
• CrossFit Gym Premises and Location
• Financial Plan

So what does each section entail? How will each part help you start your own CrossFit box?

Keep reading, and find out more about each component of a business plan so you can start to build your own business plan template.

Start with a company summary

A company summary is basically a short, concise description of your company. It should include information about your business, what you do, your target market, your unique selling proposition (USP), and anything else that would be relevant to someone considering doing business with you.

A company summary is sometimes also referred to as an executive summary, particularly in the case of startups seeking funding from investors.

In these instances, the company summary serves as an introduction to the rest of the business plan and can be a make-or-break factor regarding whether or not an investor decides to provide funding.

For CrossFit boxes just starting out, having a well-crafted company summary is critical to attracting the right kind of attention and investors. Here are some tips on how to create an effective company summary:

• Keep it short and sweet. You want to articulate who you are, what you do, and why you're different in a clear and concise manner.
• Focus on the highlights. Don't try to include everything in your company summary - just hit the key points that will give readers a good overview of your business.
• Be specific. Vague statements won't impress potential investors or partners. Include hard data.

Provide information about your CrossFit gym services

In this section of your business plan, you need to describe the services you offer at your CrossFit gym. When creating your list of services, consider what type of training you offer and what your target market is looking for.

At its core, CrossFit tends to be a group fitness activity. It’s a good idea to specify that in your business plan though. Never assume that everyone who is going to read your business plan is going to know those details.

Specify what additional services your CrossFit box

Once you’ve laid out a plan for your core services and how you’ll be leading workouts of the day (WOD), think about any additional services you or your CrossFit box will offer customers.

A lot of gyms and fitness studios include some extras to help boost revenue as well as to keep clients interested in their fitness business .

Some additional services to consider offering your clients include:

• Branded merchandise - Anything from water bottles, t-shirts or drawstring gym bags.
• Supplements - high-quality protein and other supplements that aren’t usually available in supermarkets or grocery stores can be popular products for clients of a fitness business .
• Events - leading events and competitions is a great way to get your clients motivated and it’s also a way of publicising your new CrossFit box. Let local people come and see what makes CrossFit such a popular way to stay fit.

Do a thorough market analysis for your CrossFit gym

When it comes to starting a CrossFit gym, the most important step is conducting a thorough market analysis . This involves evaluating potential competitors, assessing consumer patterns in your local area, and exploring emerging trends in the CrossFit industry.

• To begin, you should research existing CrossFit boxes in your local area.
• What types of classes do they offer?
• How well-attended are their classes? What kind of pricing structure do they use?

By analyzing these factors, you can gain valuable insight into what customers in your community are looking for from a CrossFit box.

Consider what's happening in the CrossFit industry as a whole

Next, it's important to consider the broader market trends that are shaping the CrossFit industry as a whole.

• Does there seem to be growing demand for CrossFit beginners classes or specialized equipment like weightlifting rigs and gymnastic rings?
• Are big gyms entering into this space by adding CrossFit to their roster of services?

By examining these broader trends, you'll be better equipped to anticipate and stay ahead of changes in customer preferences and competition.

Ultimately, doing a thorough market analysis is the best way to ensure that your CrossFit gym is positioned for success.

Draw in your target clientele with a marketing plan and sales forecast

Once you've gathered all your research on the local CrossFit market and identified your competition from your market analysis, you can create a marketing plan that outlines how you will promote your CrossFit box and attract new members.

It's important to have a marketing plan and sales forecast in place to help you to determine how to best reach your target clientele and what type of CrossFit equipment and services you need to provide in order to meet their needs.

Some of the questions you need to consider when you put together a marketing plan include:

• Who are your target clientele?
• What makes you different to other CrossFit gyms

You will also need to develop a sales forecast that projects your expected revenues and expenses. By taking the time to create a comprehensive marketing plan and sales forecast, you will increase your chances of success in the CrossFit industry.

Investigate competitors with solid CrossFit gym competitive analysis

When you're thinking about starting a CrossFit gym, it's important to first understand the competition. Who are the other CrossFit boxes in your area? What are their strengths and weaknesses? How can you position your own gym to stand out from the pack?

The best way to get insights into your competitors is to conduct a competitive analysis. This involves researching their businesses, observing their practices, and talking to their customers. With this information in hand, you'll be able to develop a clear understanding of what makes your competitors successful (and what doesn't).

There are a few key things to look for when conducting a competitive analysis:

• What's the overall tone and atmosphere of the competitor's CrossFit gym? Are members friendly and welcoming, or is it more serious and intense?
• What kind of classes and programs does the competitor offer? Are they different from what you're planning to offer? If so, how so?
• What is the quality of the competitor's equipment and facilities? Is it newer or in better condition than what you're planning to use?
• How does the pricing of the competitor's memberships compare to what you're planning to charge? Are they cheaper or more expensive? Why?

Competitor analysis isn't necessarily about trying to find ways to undercut the competition or even ways of poaching their clients. In many respects, it's more about making sure you're not stepping on each other's toes.

Research the best location for your CrossFit gym premises

The ideal location depends on several factors, including the size and layout of the premises, the surrounding community, and the availability of parking and public transportation.

The size of the premises is an important consideration, as you need enough space to accommodate all of the necessary equipment and still have room for clients to workout comfortably.

The layout of the space is also essential, as you will need to have designated areas for warm-ups, workouts, and cooling down.

Consider the wider community when looking for the perfect location for your CrossFit box

The surrounding community is another important factor to consider, as you want to be located in an area with a high concentration of potential clients.

You should also consider the demographics of the community, as you want to be sure that your target market will be able to access your gym easily.

Finally, you should consider the availability of parking and public transportation. If your gym is not located near public transportation, it is important to have ample parking available for your clients.

Present a clear financial plan

Finally, your business plan should include a detailed financial plan that outlines your expected startup costs and how you propose to fund and manage your CrossFit gym.

How much money do you need to start your CrossFit gym? This includes the cost of renting or purchasing a space, equipment, and any renovations or build-outs that need to be done.

How will you generate revenue? Will you charge monthly membership fees, daily drop-in rates, or both? As we've already established, the cost of a premises for your CrossFit business needs to be taken into consideration, but what else do Crossfit gym owners need to think about?

Investing in the right CrossFit management software

It may seem that at the start you won't need to invest in software solutions with lots of features. Your client base is still relatively small and running things with a spreadsheet and paying on the day can seem like the easiest solution for the first few months at least. But even if you start out with a smaller client base, that number is going to grow.

As a CrossFit gym owner, admin and paperwork can quickly start to pile up. From tracking memberships and payments to scheduling classes and managing finances, there's a lot to keep on top of. CrossFit management software can help CrossFit owners to overcome many of the challenges of managing a CrossFit box .

By investing in the right CrossFit software solutions, you can streamline your admin, freeing up time to focus on other areas of your business. The best CrossFit software will offer a range of features, from online membership management to class scheduling, payment processing and thorough reports that will help you make fact-based decisions based on clear data.

With everything in one place, you'll be able to save time and take the complexity out of your day-to-day administration. So looking for ways to simplify your CrossFit gym's admin from day one means exploring the different CrossFit gym management software providers out there.

Buying CrossFit equipment for your CrossFit box

An important part of your financial plan is showing that you've considered the cost of equipping your CrossFit box. Your financial plan needs to include proof that you've researched exactly how much it will cost to purchase all the necessary CrossFit equipment for your CrossFit box.

A CrossFit rig typically includes a pull-up bar, weights, and a squat rack. You can expect to pay anywhere from $2,000 to $10,000 for a basic rig, depending on the quality and features you choose. In addition, you'll need to factor in the cost of flooring, signage, and insurance.

Gym owners are responsible for the safety of their members, so it's crucial to have adequate coverage in case of accidents or injuries.

Paying salaries for new hires

In addition to the obvious costs of renting or buying a space, outfitting it with equipment, and marketing your new business, there are a few other important factors to consider when creating a financial plan for your CrossFit gym.

One of the most important is hiring trainers and staff . While you may be able to get by with one or two trainers at first, eventually you'll need to hire more staff to keep up with the demand.

Not only do they need to be qualified and experienced, but they also need to be able to work well as a team. Hiring the right personalities is as important, if not more than hiring the most experienced candidates.

You can budget for continuing education and certifications for your trainers, but you can’t budget for the right characters who will work well with you, your other team members, and of course, with your clients.

Budgeting for unexpected costs and expenses

Finally, don't forget to add a budget for any unexpected expenses, such as repairs or replacements for worn-out equipment. By taking all of these factors into account, you can create a comprehensive financial plan that will help you get your CrossFit gym off the ground.

Once you have a good idea of the start-up costs involved, you can start to look into potential revenue sources. Membership fees are typically the largest source of income for CrossFit boxes.

You may also want to consider hosting competitions or offering personal training services. By creating a detailed financial plan, you can make sure that you have the resources necessary to open a successful CrossFit box.

Following a clear structure when you put together a business plan for a CrossFit gym is beneficial not only so you can present your ideas with data and facts to any potential investors. It also helps you plan how to start your own CrossFit.

Each section of your business plan can work as a to-do list. It means making sure you’ve completed each task fully and you’ve considered all the different factors that go into starting any new fitness business.

By preparing a business plan that includes all of the necessary information, you increase your chances of opening a successful CrossFit gym. Make sure to do your research, consider all of the costs involved, and create a detailed financial plan. With careful planning and execution, you can create a thriving CrossFit business.

For more tips and advice for CrossFit gym owners, find answers to CrossFit FAQs here , and start planning the best WOD for your clients with these 11 CrossFit exercises .\

Frequently Asked Questions

How much do crossfit gyms make.

The revenue of a CrossFit gym primarily comes down to how many members go there regularly. A well-run and managed CrossFit gym can earn six figures annually while having hundreds of total accounts across multiple locations. However, even with that said, it still relies on the owner's engagement every day. On average, a CrossFit gym owner earns $36,000 per year. 

How much does it cost to start a CrossFit gym?

Starting a CrossFit gym can range from a few thousand dollars to $10,000 for a basic rig, depending on the quality and features you choose. In addition, you'll need to factor in the cost of flooring, signage, and insurance.

Should you buy a CrossFit gym or start one?

There are pros and cons to starting your own CrossFit gym from scratch and purchasing an existing one.

Start your own for more control over your gym and to foster a stronger sense of community. Remember that it will take more time and money than buying an existing one. 

Although purchasing an existing CrossFit gym can be less risky, you'll need to ensure its goals and vision align with yours. 

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Featured article.

CrossFit Gym Business Plan

Gymdesk Library /

Daniel Miller

CrossFit changed your life, and now you want to share it with others. 

You rub your temples and slump into your desk chair. You were excited to start your box, but the complexities of running a CrossFit business are making you feel overwhelmed. 

It sounds old-fashioned, but it’s not. It’s the cure to the anxiety and the sense of drowning in the details. 

I’m talking about a business plan.

Here’s how to write a CrossFit business plan so you can put your mental energy back into the things that matter most to you. 

Write a Mission Statement 

Once you have completed your Level 1 certification, your first priority for operating a successful CrossFit gym is to write out a thorough and detailed mission statement for your CrossFit business plan pertaining to exactly why you want to open one in the first place. Recording your reasons and overall goals will help you keep your focus and prevent you from deviating away from them as time goes on. Keep in mind that you will have to pay corporate $3,000 a year to use their brand and promotional materials. 

Every CrossFit gym is an affiliate, meaning you will have a lot of freedom to run your gym the way you want. However, your pathway to success will also rely on adhering to a few core components of the CrossFit mission, such as: 

Help Others Make Positive Lifestyle Changes by Improving Overall Health

Usually, the biggest reason why anyone even decides to join a gym in the first place is because they are seeking out a new, positive lifestyle change. They are looking to gain a new sense of confidence by losing weight and adding muscle with the potential to make new friends in the process. They are also seeking out newer and healthier ways to manage the stress from their daily lives. 

Gain Functional Strength and Improve Balance and Coordination

CrossFit is all about producing results that will benefit those who are steady participants. Improving one’s functional strength means that one will have a much easier time performing everyday tasks such as placing items on a shelf or getting up off of the floor.  

A person’s balance affects their coordination and overall health. Those who have a good sense of balance live much longer than those who do not. People with good balance have a higher brain function that helps improve learning capabilities and inhibit cognitive decline. For athletes, especially aging athletes, it also helps improve their overall performance. 

Personalized Workout Plans

One of the main things that will keep your clients coming back to your CrossFit gym is the fun and responsible personalized workout plans that you will create for them. Personalizing workouts for your clients lets them know that you do indeed have their best interests in mind and are not just some run-of-the-mill trainer who is only in it to make money. 

The importance of personalizing workouts for your clients will target specific areas of skill development that will ensure optimal performance if they are also involved in other sports. It will also greatly reduce the risk of injury by either smartly targeting or avoiding areas that may already be compromised, such as a knee or shoulder. 

Choosing Your Box. Where Will Your Gym Be Located?

The next step of your business plan should be figuring out where your box will be, which is simply CrossFit jargon for the place where your workouts will take place. Since CrossFit workouts focus solely on high-intensity interval workouts with multiple stations, making sure that your box has plenty of room to comfortably and safely move around is essential. You also need to take into consideration the potential for growth as the number of your clients rises. Will you first choose a premium location at a high cost with hopes you will quickly gain enough clients to afford it, or will you opt for a cheaper place with less traffic?

Make Sure You Obtain the Correct Permits

Obtaining the proper permits is a lot of work and can be overwhelming, but it is a necessary part of the process that goes into opening your own business. Each state has different requirements for how many permits you will need, but all of them require you to select a business structure as either a sole proprietorship, partnership, corporation, or Limited Liability Company (LLC), as well as obtaining a business license. Some states even require you to register the business name as well.  

Depending on how you decide to structure your business, you will also have to identify your business with the Internal Revenue Service (IRS) using a Federal Employer Identification Number (FEIN), Employer Identification Number (EIN), or Federal Tax ID Number, which is used to open a business account and obtain a business credit card. 

Some states also require registering with the city, and in many cases doing so means having to provide a separate parking lot for members. 

You will also likely need a certificate of occupancy, which legally allows you to operate your CrossFit gym in a commercial or retail location.

If you plan on streaming licensed music of any kind, then you will also need to obtain a Public Performance License (PPL). You can get a PPL through three different entities: the American Society of Composers, Authors, and Publishers (ASCAP), Broadcast Music Inc. (BMI), or the Society of European Stage Authors and Composers (SESAC).

What Kind of Equipment Will You Need?

Every CrossFit gym is required to carry the same types of equipment, which includes, but is not limited to, kettlebells, dumbbells, medicine balls, plate weights, adjustable weight benches, resistance bands, squat racks, gymnastic ring sets, jump ropes, battle ropes, rowing machines, abdominal machines, and plyometric boxes of various sizes. 

The list is long and the expenses will add up quickly, but it is completely up to you to decide exactly how much of everything you feel is necessary to purchase. You can choose to buy brand-new equipment if it is within your budget, but used equipment works just as well for almost everything listed above. Plus, it will give your gym a type of old-school feel.

Management Strategy

How many certified trainers will you hire.

The answer will likely change once you start gaining more clientele, but at the beginning, you will need at least one or two. The decision is yours about which levels of experience you want your trainers to have, with Level 1 trainers being the cheapest and Level 4 being the most expensive to hire. 

How Many Administrative Assistants Will You Hire?

From assistant managers to front desk workers, you are going to need help running your CrossFit gym. The number of people needed to fill those roles will be largely contingent on how many hours per day and days per week you choose to remain open to the public. It will also be prudent to allocate additional funds in case things quickly become overwhelming and you need to hire new help faster than originally planned. 

Will You Hire CrossFit Trainers As Employees Or Private Contractors?

Once you make a decision on how many trainers you need to hire, you will then need to decide if you will hire them as employees of your gym or if they will be considered as private contractors. 

If hired as an employee, you will need to consider things like benefits, withholding certain taxes, and liability factors. 

Private contractors possess a higher degree of autonomy to run their classes the way they want, whereas employees of your gym would have to abide by a stricter set of class rules that you set for them. You could, of course, let an employed trainer run the classes their way, but the option for more changes or control will still be there.

Private contractors also have the freedom to teach at other competitor CrossFit gyms, if any exist around the area. If you decide to hire a trainer as an employee, you have the option to make them sign a non-compete clause as part of their contract, which will prevent them from also working for other CrossFit gyms for the duration of their employment at yours. 

Promote Your Gym as a Familial and Inclusive Environment

Besides having effective workouts, a major reason that CrossFit gyms are so popular is because they are filled with trainers and athletes who are always encouraging others in the gym as the workouts progress. This is an intangible factor that separates CrossFit gyms from other traditional fitness gyms. 

In traditional fitness gyms, everyone moves at their own pace with no collective goals in mind. Most people are also not there to socialize and do not want to be bothered. An environment like that can be quite intimidating for someone who is new to the fitness world, especially when there are no coaches around to answer questions. Those factors greatly reduce the chances of meeting new people and providing newcomers a sense of comfort and belonging. 

This is a major reason why so many people end up canceling their gym memberships after January while CrossFit gyms still continue to rise in popularity. CrossFit has fostered a familial and inclusive environment that makes people of all fitness levels feel comfortable and welcome, and it is crucial to instill and perpetuate that mentality in your gym as well. Understanding that egos are left at the door and everyone is there to help each other progress will ensure that you retain customers and make it easier to recruit new members into your CrossFit family. 

Stick to the Traditional CrossFit Structure

While the types of exercises during a class will vary and creativity is utilized, it is vitally important that you stay within the traditional framework of a CrossFit class. You will become familiar with these exercises if you have not yet completed your Level 1 certification course. 

Class Introduction and Whiteboard Briefing

Each CrossFit class begins with the group gathering around while the coach discusses the day’s workout on a whiteboard and explains, in detail, the types of movements pertaining to each exercise.

Warm-Up Exercises 

After the whiteboard briefing, the coach will then guide the class through a 10 – 15 minute warm-up session of cardio, movement preparation, mobility drills, and plyometric exercises. 

Skills Practice  

The next stage of the workout focuses on exercises that aim to improve stamina, strength, flexibility, power, speed, coordination, balance, and agility. The coach selects which types of exercises to do relative to the workouts of the day.

Workout Preparation 

Each person quickly sets up their own assigned workout station to prepare for the Workout of the Day. This includes racking their own weights. 

Workout of the Day (WOD) 

As soon as everyone in the class is ready to begin, the trainer will start the timer and everyone begins engaging in their respective workouts. 

Cool Down 

After an intense session of the Workout of the Day, everyone cools down with proper stretching routines and pats on the back as they compare their progression results. 

Create a Marketing Strategy

Creating a dynamic marketing campaign to advertise your new CrossFit gym is essential to gaining new members. There are many ways to spread the word, including radio, social media, flyers, and cross-promoting with other local businesses. These are a few strategies to keep in mind: 

Always Remember Your Customer Base

The first rule of business marketing is the same as it is in politics: never abandon your base. When choosing a marketing strategy, especially at the beginning, you want to largely appeal to those who are already familiar with CrossFit. The kind of demographic that is already familiar with CrossFit will be more eager and less intimidated to join.

Targeting New Customers

The key to expanding your CrossFit business will be to recruit new members across the spectrum. Many people have heard of CrossFit but are still unfamiliar with how it works. Others may not have heard about it at all and are just beginning to dip their toes into the fitness world. Advertising specials for newcomers and directing them to your website or social media page for more information will greatly increase your chances of them signing up. 

Monthly and First-Time Specials

Offering free classes and monthly discount specials to newcomers throughout the year is another great way to pique someone’s interest in joining your CrossFit gym. 

Incentives for Spreading the Word

As the old saying goes: word of mouth is the best form of advertisement. People will naturally talk about the things they enjoy doing but are less likely to make much of an effort to recruit people into doing those same activities unless they are incentivized to do so. Offering existing members discounted rates or a free month of training will galvanize their efforts to spread the word about your new CrossFit gym.

Understanding Your Competitors

Figure out which fitness gyms in the area are direct competitors (if there are any) and why your CrossFit gym is superior to them. What does your gym offer that the others do not? List the reasons why your Crossfit gym is superior to traditional fitness gyms and capitalize on it by making it a key focus in your marketing campaigns.

Create a Website

Creating a website for your business allows you to design it in a way that is appealing to customers. You will be able to add as many pictures and videos as you want while also promoting specials and client success stories. Having a website also allows you to profile your staff members and post as much information about your gym as you wish. 

Social Media Strategies 

The best way to advertise your CrossFit gym is by using various forms of social media. Platforms such as Facebook, Instagram, TikTok, and others will help spread the word like wildfire. 

Understanding how each one works and which ones certain demographics prefer over others will increase your chances of broadening your message. 

You will also be able to link to your website so people will be able to learn additional information that might not otherwise fit within the confines of each social media platform. 

Startup Expenses

Even though a CrossFit gym can be quite lucrative, it will cost more than a pretty penny just to get started. While the minimum cost for entry as a CrossFit affiliate is only $4,000 ($1,000 for a Level 1 certification and $3,000 per year to CrossFit’s corporate office), all of the other expenses will add up rather quickly. Depending on location, equipment, and the number of employees you wish to hire, you can expect to pay anywhere between $30,000 and $150,000 to get started. 

Location and Capacity

The safer option when it comes to choosing a place for your CrossFit gym is to pick a place that is not in a prime location but is still not an inconvenience for most of the population to reach because the rent will be significantly cheaper. If you are confident that you will have success relatively quickly, you can always choose to rent a premium location. 

If you choose to rent, you will most likely have to do some renovation work in order to meet the CrossFit standards along with any other safety standards required by the state. Choosing to renovate on your own would ultimately save you some money, but it all depends on how skillful you are with remodeling and if you have the extra time to do so.

Building your own facility will cost a lot in the beginning but could theoretically be paid off in a few years if your CrossFit gym experiences early success. Doing so would eventually eliminate rental expenditures, but it is by far the riskiest move if you do not have a lot of experience with running a business. 

Regardless of your decision, you need to be able to factor in the amount of people that you will be able to host for any given class. Being able to host 10 or more members is ideal and will give you more options as to how many classes are held each day. 

New or Used Equipment?

Buying brand-new weights will add up fast. The good thing about iron is that it rarely breaks and will last for decades, and the good thing about a CrossFit gym is that it mostly consists of equipment made of iron. Opting to buy used equipment will significantly reduce your initial startup costs. You can always allocate money from your profits to upgrade to newer equipment later if you feel the need. 

Payroll expenses will be costly at the beginning but will stop eating such a big hole in your pocket once you begin building up a big enough client base. It is still a good idea to make sure you have enough set aside to pay your employees for at least the first three months.

Your utility costs will ultimately be decided by your location. Just like with payroll, it is a good idea to budget for at least three months in advance so you know that you will be able to make the payments until you start seeing some steady cash flowing in. 

Having insurance is a costly necessity that could ultimately prevent your CrossFit gym from going bankrupt if the unfortunate event of a serious injury occurs during one of the classes. You can choose general liability insurance, accidental coverage, or both. Many insurance plans will cover the costs of any lawyer fees and medical bills associated with any accidents or injuries.  

Marketing Costs 

Your marketing costs will range anywhere from $0 to several hundred per month, depending on if you decide you want to take on the role yourself or hire someone to do it for you. You may be fine doing it on your own, but it would be a good idea to set some money aside in case you change your mind and decide to hire a professional social media strategist to help you come up with a range of marketing ideas. 

Financial Goals

Generating revenue.

Of course, your first financial goal should focus on being able to cover all of your monthly expenses so you will be able to stay in business. Most CrossFit gyms charge anywhere between $100 and $200 a month. Realizing the limitations of your gym’s overall capacity size will be the ultimate deciding factor as to how much revenue you will be able to generate because you will be able to comfortably dictate how many classes are held each day. If your gym only has the capacity to safely and comfortably host 10 people per class, then you may need to conduct more classes per day to break even than if your overall capacity was 14 people. 

Charging less for longer-term contracts will attract more people, but keep in mind that some states allow for customers to break their contract at any time, whereas some place legal limits as to how much you can charge and for how long, so that decision will ultimately be contingent in whichever state you decide to do business. 

You can also find other ways of generating revenue by offering nutrition classes and personal training sessions. Keep in mind that some states require additional permits for each one. 

Make Smart Investments

You will also need to decide what to do with the gym’s revenue once you begin generating more than enough to cover all of your monthly expenses. How much will you take home for yourself and how much will you set aside for future investments so you can continue to grow your business?

Do not forget that when you reach that level of income to begin seriously contemplating those questions that your employees were the ones who helped get to that point, so it is also worth considering whether you will reward them with a raise in salary, bonuses, or both.

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Learn how to make your gym or martial arts school a profitable business.

CrossFit Gym Business Plan | Two-Brain Business

Full of enthusiasm and energy, they put up a shingle outside a warehouse space. These owner-operators focused on becoming great coaches, not creating a perfect CrossFit gym business plan. And they did great work serving their clients.

But they spent more than they needed to at start-up, they didn’t project revenue, they didn’t perform a break-even analysis, and they never created a balance sheet. Their prices didn’t reflect expenses and desired profit margins.

They also assumed marketing would take care of itself and failed to consider barriers to entry, local market trends, service potential, target audience demographics, competition and branding. They thought a commitment to coaching excellence would drive word-of-mouth traffic to the door. Worse, they never created staffing and operational plans.

Some of these ventures didn’t survive. Without a business plan for the gym, the owners worked long hours and struggled to turn a profit. Those that did turn a profit without a plan often weren’t making enough, so they turned to a mentor. That’s where Two-Brain comes in.

We help existing microgyms fill in the blanks that should have been addressed with a business plan for a CrossFit gym in the first place. We help them fix things. We help them with operations, staffing, pricing, marketing and retention. We essentially backfill a gym’s business plan through mentorship and our Growth ToolKit—a step-by-step guide to building a profitable, successful enterprise.

But we also work with people who want to open gyms—and you can avoid a lot of problems if you do things right the first time.

Gym Business Plans: Starting From Scratch

When prospective gym owners contact us with plans to open a facility or in the early stages of doing so, we can save them tens of thousands of dollars and put them on the path to profitability—fast.

We’ve got huge amounts of data from gyms all over the world, and we can tell a new owner what will work and where the speedbumps are. They don’t have to make the mistakes and then waste time and money fixing them. In our RampUp program, an experienced mentor helps a client lay the groundwork for long-term success—essentially creating a gym business plan.

After RampUp, clients enter the Growth stage. There, with all the elements of a gym business plan in place, they quickly build their businesses into cash-flow assets that help them live the lifestyles they want.

Along the way, we support our clients and the community with articles , podcasts, videos , webinars, conferences, Facebook groups and more. And we give away mountains for free help —like the CrossFit gym business plan you’ll find below.

Step-by-Step Gym Business Plan

Below, you’ll find an amazing resource: A page that will lead you through all the steps required to create a business plan for your CrossFit box, microgym, fitness studio or bootcamp. You can also download an editable Word document here . (We recommend doing that.)

When you’re finished, you’ll have a great idea how to open your gym, and you’ll have a document you can take to the bank if needed.

Going through this process and creating a strategic plan for your gym will save you thousands of dollars and hundreds of hours. But it isn’t easy. We’ve done as much of the work as possible, but you’ll have to fill in the rest.

If you feel overwhelmed or frustrated, don’t feel bad—but don’t give up, either. Investing now will pay dividends later.

And we’re here for you. If you would like someone to guide you through the process of setting up a gym, we can help. To find out if working with a mentor is right for you, click here .

Now, on the business plan for gyms.

How to Create a Business Plan for Your Gym

DISCLAIMER—This is a sample business plan, and it should be tailored to your geographic location, your unique situation and the specific needs of your business. We’ve provided a general structure to get you started, and we’ve included instructions for finding or creating your own information in each section.

How to Use This Page

Two-Brain Business is committed to helping entrepreneurs find success fast, and this gym business plan is designed to help you start building your dream.

Business plans are tough enough without having to figure out the structure and layout. Many people don’t even know what should go in a plan, and a blank page derails them. With that in mind, we’ve created a document you can quickly customize for your business. You can download it here . We’ll take you through the process below, but you might want to work in that document.

We encourage you to be as detailed as possible when adding the information that applies to you and your business. The research that goes into a business plan is invaluable. It will help you plan ahead, avoid mistakes and find success sooner. We want to make this process as painless as possible for you, but it’s a mistake to just make a few mindless changes and hit print.

At the beginning of each section below, we’ve included instructions so you know how to find or create the information you need. The instructions are in all-caps bold.

If you need additional help, we can offer it. Two-Brain Business is a mentoring company, and we can help you set up your business. To see how we can help you, click here .

Instructions for Customizing Your Downloadable Business Plan

Download your customizable business plan document here .

⦁ Replace everything in square brackets with your details. For example, [YOUR BUSINESS] should be change to your name—XYZ Fitness Inc., for example.

⦁ Everything in red should be deleted after it’s served its purpose. These sections contain instructions, notes, hyperlinks and other info that’s for you only.

⦁ When you’re finished customizing the document, be sure to fill out the page numbers in the table of contents. We can’t do that for you because we don’t know how much you’re going to write.

⦁ We have not included section breaks for the same reason, but you might want to add them to improve readability. Click here for instructions.

⦁ We encourage you to add your branding to this document. To insert images, follow the instructions here .

⦁ Graphs and tables are always a nice touch, and we have included some basic versions that might suit your needs. You can also create your own in other programs and add them as pictures. For more information on charts, click here .

If you need help with your venture, contact Two-Brain Business .

EXECUTIVE SUMMARY

THIS IS THE 1,000-FOOT VIEW OF YOUR BUSINESS. WHAT EXACTLY ARE YOU GOING TO DO? WHY WILL YOU SUCCEED? WHAT SETS YOUR BUSINESS APART?

⦁ [YOUR BUSINESS] will provide group exercise classes, personal training and nutrition consulting services.

⦁ [YOUR BUSINESS] will focus on high-value clients who desire coaching over a low-cost gym membership.

⦁ The owners of [YOUR BUSINESS] are experienced and educated fitness coaches.

⦁ The Association of Fitness Studios (AFS) reported that around 6.5 million Americans hire personal trainers. AFS also estimates that 59 percent of all fitness studios in the U.S. are personal training studios.

⦁ Most new gyms focus on the low-rate model instead of the high-value model we will implement.

⦁ Increasing awareness, obesity rates and self-esteem are the largest factors driving industry growth.

⦁ [YOUR BUSINESS] will have a private gym with high-quality equipment and amenities.

Startup Expenses

CONSIDER BAR GRAPH PRESENTATION. CLICK HERE TO LEARN HOW TO EDIT CHARTS. STARTUP EXPENSES SHOULD INCLUDE EVERYTHING YOU NEED TO SPEND TO GET STARTED. THIS DOES NOT INCLUDE INCIDENTALS AND REGULAR MONTHLY EXPENSES SUCH AS WAGES, HEAT, ETC. REMEMBER, THIS IS A HIGHLIGHT SECTION, AND A MORE DETAILED SECTION FOLLOWS TOWARD THE END OF THE DOCUMENT.

TO DETERMINE PROFITABILITY PROJECTIONS, FORECAST CASH FLOW AND SET YOUR RATES, WATCH “HOW TO MAKE MORE MONEY” HERE. NEED MORE HELP? CLICK HERE

Expected Revenue Growth

CONSIDER LINE GRAPH PRESENTATION. THIS IS A MONTH-BY-MONTH PROJECTION OF THE GROSS REVENUE YOU WILL TAKE IN BEFORE EXPENSES. REMEMBER THAT YOU ONLY HAVE PROFIT IF YOUR EXPENSES ARE LESS THAN YOUR GROSS REVENUE. NOTE: THIS IS A HIGHLIGHT SECTION, AND A MORE DETAILED SECTION FOLLOWS TOWARD THE END OF THE DOCUMENT.

Two-Year Revenue Forecast

Expected Profit Growth

CONSIDER LINE GRAPH PRESENTATION. THIS IS A MONTH-BY-MONTH PROJECTION OF THE PROFIT AFTER EXPENSES ARE SUBTRACTED FROM GROSS REVENUE. IN TWO-BRAIN BUSINESS, WE ALWAYS TARGET A PROFIT MARGIN OF 33 PERCENT. THIS PROFIT IS USED TO PAY THE OWNER AND BUY NEW THINGS. REMEMBER, THIS IS A HIGHLIGHT SECTION, AND A MORE DETAILED SECTION FOLLOWS TOWARD THE END OF THE DOCUMENT.

Two-Year Profit Forecast

GENERAL COMPANY DESCRIPTION

Company overview.

THIS SECTION IS RELATED TO THE EXECUTIVE SUMMARY AND PROVIDES EXTRA DETAIL ON LOCATION, HISTORY AND PRODUCTS/SERVICES.

[YOUR BUSINESS] is situated in [YOUR CITY, YOUR STATE]. Its home will be [ADDRESS], a location it [OWNS OR LEASES, WITH TERM OF LEASE OR YEAR OF OWNERSHIP]. The business was founded by [FOUNDER’S NAME] in [MONTH YEAR].

[YOUR BUSINESS] provides exercise and nutrition coaching that are high in personal interaction and influence.

Mission and Vision

THIS SECTION DETAILS YOUR ULTIMATE GOALS AND YOUR VISION FOR THE VENTURE. THESE ARE CRITICAL ASPECTS OF YOUR BUSINESS, NOT JUST YOUR BUSINESS PLAN. YOUR MISSION AND VISION WILL GUIDE YOU IN EVERY DECISION FOR THE LIFE OF THE BUSINESS.

Mission: To extend the lives of people in [YOUR CITY].

Vision: A gym facility that includes one-on-one personal training space, private consultation space and group training areas. A community of between [X and X] clients who work with expert coaches to improve their fitness and health.

Strengths and Core Competencies

LIST ADVANTAGES, SPECIAL SKILLS AND AREAS OF STRENGTH, OFTEN WITH SPECIFIC REFERENCES TO THE FOUNDERS. WHY DOES THIS BUSINESS HAVE A CHANCE IN THE MARKET? WHAT ARE ITS OWNERS GOOD AT? MORE INFO: “ PARTNERSHIPS . ”

[LIST TOP CREDENTIALS OF PRINCIPALS]. [X] years of coaching experience. Owner’s personal mission to serve local residents.

THIS SECTION SUMMARIZES THE OBSTACLES YOU MUST OVERCOME. WHEN PERFORMING THIS ANALYSIS, IT’S WORTH REVIEWING THE WAY YOUR BUSINESS WILL OVERCOME THESE CHALLENGES. YOU WILL FACE ADVERSITY. ARE YOU PREPARED FOR IT?

[YOUR BUSINESS] will face a challenging situation in brand awareness and service separation. Currently, larger-scale fitness facilities offer low-priced membership options but not coached fitness services.

[YOUR BUSINESS] will also be challenged to create brand awareness and a marketing strategy to recruit new clients fast. With low cash reserves, the business will have to become cash-flow positive within the first [X] months (see Expected Profit Growth above).

INDUSTRY ANALYSIS

THIS SECTION SUMMARIZES THE OVERALL LANDSCAPE OF THE INDUSTRY AND OUTLINES YOUR PLACE IN IT. MICROGYM/STUDIO OWNERS WILL NEED TO EXPLAIN IN DETAIL HOW THEIR FACILITIES DIFFER FROM TRADITIONAL GYMS WITHOUT COACHING. THE DATA BELOW IS FOR THE UNITED STATES. OBTAIN SIMILAR DATA FROM YOUR COUNTRY’S GOVERNMENT IF POSSIBLE. IF IT’S NOT AVAILABLE, USE U.S. STATS AND EXPLAIN HOW YOUR COUNTRY’S INDUSTRY COMPARES.

Fitness facilities primarily focus on headcount: The greatest possible number of members at low prices. [YOUR BUSINESS] will focus on fitness coaching, which includes nutrition consulting, personal training and small-group fitness classes.

Fitness coaching businesses are sometimes referred to as “studios” (when personal training is the standard service) or “microgyms” (when small-group training is the standard service). Studios can provide small-group training, just as microgyms can provide personal training.

Microgyms and studios differ by coach specialization instead of target client demographic. When the primary professional at a studio specializes in weight loss, the focus of the studio is weight loss. Other specialties include strength and conditioning, yoga, nutrition, sport-specific preparation and CrossFit.

⦁ According to IBISWorld’s report, the U.S. market size for personal trainers was $9 billion in 2017. The market is expected to reach $10.5 billion by 2022 .

⦁ In 2016, the U.S. Bureau of Labor Statistics (BLS) reported there were 299,200 gym and personal trainers in the country. The BLS estimates another 30,100 personal trainers will be working in the U.S. by 2026.

⦁ IBISWorld pegged the market growth rate at 3.2 percent from 2012 to 2017. Growth was driven by increasing demand for personalized workout programs. In the decade from 2010 to 2020, BLS estimated a 24 percent increase in jobs in the personal training industry.

⦁ If the personal training industry grows at 3.2 percent—a conservative rate—over the next three to five years, the market will reach $9.89 billion in 2020 and $10.53 billion two years later.

Source: https://askwonder.com/q/us-fitness-industry-market-size-and-growth-5b1777780b0220003a87031b

SERVICES OVERVIEW

LIST THE MAIN SERVICES YOU WILL PROVIDE. FEEL FREE TO PROVIDE DETAILS, BUT AVOID EXCESSIVE LEVELS OF IT.

[YOUR BUSINESS] will provide the following services:

Personal training Group fitness classes Private nutrition consulting Group nutrition challenges

BENEFITS AND FEATURES

THIS SECTION IS AN OPPORTUNITY TO FURTHER EXPLAIN HOW YOUR BUSINESS IS DIFFERENT FROM OTHERS. USE STRENGTHS AND CORE COMPETENCIES ABOVE FOR INSPIRATION.

Highly qualified, caring coaches who work one on one with each client. High-value service with monthly payment plans. A combination of nutrition and exercise coaching to maximize client progress.

WHY PEOPLE NEED THIS SERVICE

RELATED TO THE SECTION ABOVE, THIS ONE EXPLAINS HOW YOUR BUSINESS WILL SOLVE AN EXISTING PROBLEM. REVIEW YOUR MISSION STATEMENT AND VISION FOR INSPIRATION.

Access to fitness equipment is easy to find: Many people have gym memberships or own fitness equipment. However, most people are overwhelmed by a lack of clarity. They are surrounded by workout regimes in magazines and trendy classes in media. Fad diets lead to roller-coaster results. And injury rates are high because many gym members jump into workout routines without proper instruction or a ramp-up period.

The solution is personal coaching for nutrition and exercise, a service that is lacking in [YOUR AREAS]. Personal coaching will prepare new fitness enthusiasts for a lifetime of safe, reliable progress toward their goals.

MARKETING PLAN

IT IS NOT ENOUGH TO “PROVIDE GREAT SERVICE” OR “BE A GREAT COACH.” RUNNING A BUSINESS INVOLVES GENERATING REVENUE. THIS SECTION IS CRITICAL, BOTH FOR YOU AND POTENTIAL INVESTORS. YOU MUST HAVE A PLAN TO GET PEOPLE IN THE DOOR.

National Market Facts

THE DATA BELOW IS FOR CANADA. ADJUST THE LOCATION IN THE LINK BELOW TO REFLECT YOUR COUNTRY. IF IT’S NOT AVAILABLE, TRY TO OBTAIN SIMILAR DATA FROM YOUR COUNTRY’S GOVERNMENT IF POSSIBLE. IF NOTHING IS AVAILABLE, USE AVAILABLE STATS AND EXPLAIN HOW YOUR COUNTRY’S MARKET COMPARES.

⦁ Fitness segment revenue is projected as US$266 million in 2019.

⦁ The expected annual growth rate (CAGR 2019-2023) is 6.1 percent, resulting in US$338 million market volume by 2023.

⦁ Wearables account for the largest revenue segment, at US$228 million in 2019.

Source: https://www.statista.com/outlook/313/108/fitness/canada

Local Market Analysis

IN LARGER CITIES, IT’S LESS IMPORTANT TO SURVEY THE ENTIRE CITY AND MORE IMPORTANT TO SURVEY THE AREA AROUND THE BUSINESS. TO FIND OTHER LOCAL BUSINESSES, USE GOOGLE AND GOOGLE MAPS. MOST CIVIC GOVERNMENTS PUBLISH DEMOGRAPHIC INFORMATION, AND IT’S OFTEN AVAILABLE THROUGH A SIMPLE INTERNET SEARCH. CHECK YOUR COUNTRY’S CENSUS BUREAU FOR MORE DETAILS.

[YOUR CITY/AREA] is currently served by a total of [X] membership-based gyms, [X] personal training studios, [X] yoga gyms, [X] spin studios and [X] dietitians/nutritionists.

The average household income in [YOUR CITY/AREA] is $[NUMBER].

ADD MORE DETAIL TO PUT THIS NUMBER IN CONTEXT. IS IT GROWING OR SHRINKING? WHAT INDUSTRIES SUPPORT THE NUMBER? HOW DOES IT COMPARE TO OTHER AREAS? EXAMPLE: This is a decrease of 8 percent from a decade ago. However, the public sector is growing, buoyed by government and educational jobs. These jobs have pay-scale parity with major metro centers even though the local cost of living is 80 percent less than in the closest larger city. Top earners in the local public sector are reported annually here .

The microgym and studio fitness industry is unaffected by weather or season, except for a small uptick in interest during January and September each year.

Market Demand

RELATED TO THE SECTION ABOVE, YOU MUST EXPLAIN WHY PEOPLE WANT YOUR PRODUCTS/SERVICES AND WHY MORE ARE LIKELY TO DO SO IN THE FUTURE. IN THIS SECTION, YOU NEED TO BE AWARE OF CURRENT TRENDS AND CONSUMER BEHAVIORS. FITNESS MAGAZINES AND WEBSITES ARE GREAT RESOURCES. WHAT ARE PEOPLE BUYING? HOW ARE THEY TRAINING? WHAT DO THEY WANT?

The fitness club market in [COUNTRY] is evolving but growing. The demands of the new fitness club member extend beyond access to equipment and include:

⦁ Customization —People who have memberships or might get one are interested in customized fitness and health care plans. This desire is related to their self-perceived requirement or the prescriptions of a doctor, medical/therapy professional or personal trainer.

⦁ Ease of Service —People are looking for fun exercises that are easy to learn through the instruction of expert coaches.

⦁ Effectiveness of Exercise —Members desire results. Experienced, skilled trainers can devise effective programs so clients safely and measurably improve health and fitness.

Factors Causing Market Demand

THIS SECTION MUST BE TAILORED TO YOUR AREA. DOES YOUR COUNTRY HAVE A “FITNESS CULTURE” IN WHICH PERSONAL TRAINING IS COMMON? DID A MAJOR EMPLOYER MOVE INTO TOWN AND BOOST SALARIES? DETERMINE WHAT IS MAKING LOCAL PEOPLE WORK OUT OR NOT WORK OUT. EXAMPLE: Per capita income increases among the highest local earners. Though household income in Sault Ste. Marie has decreased over the last decade, the average income among our target market has continued to increase with the provincial average. Government campaigns have created increased awareness of the benefits of healthy eating and exercise, so members of our target market are more inclined to invest in gym and nutrition services.

⦁ [INSERT MAJOR FACTOR IN YOUR LOCAL MARKET.]

⦁ Confusion. Most clients joining a microgym or studio have tried exercise in the past and been frustrated by a lack of progress or confusion about what to do.

Market Trends

THIS SECTION REFERS TO THE FITNESS INDUSTRY AS A WHOLE, AND WEBSITES AND MAGAZINES ARE GREAT RESOURCES. WHAT’S POPULAR? IT WOULD BE WISE TO NOTE THE CURRENT TRENDS AND DETERMINE HOW YOUR BUSINESS CAN PROFIT FROM THEM.

According to the American College of Sports Medicine, current top trends are:

⦁ Wearable technology ⦁ Group training ⦁ HIIT (high-intensity interval training) ⦁ Fitness programs for older adults ⦁ Body-weight training ⦁ Employing certified fitness professionals ⦁ Yoga ⦁ Personal training ⦁ Functional fitness training

[YOUR BUSINESS] will incorporate three of these trends (HIIT, body-weight training, functional fitness training) within three services (group training, fitness programs for older adults, and personal training). We will also employ fitness professionals accredited through [INSERT CREDENTIALING AGENCIES].

Sources: ACSM and Self.com

Market Growth Potential

THIS SECTION IS LIKELY RELATED TO NATIONAL MARKET DATA ABOVE. CONSIDER BAR GRAPH PRESENTATION. THE DATA BELOW IS FOR CANADA AND THE U.S. TRY TO OBTAIN SIMILAR DATA FROM YOUR COUNTRY’S GOVERNMENT IF POSSIBLE. IF NOTHING IS AVAILABLE, USE AVAILABLE STATS AND EXPLAIN HOW YOUR COUNTRY’S MARKET COMPARES.

As stated above the U.S. market was $9 billion in 2017 and is expected to reach $10.5 billion by 2022 .

IBISWorld pegged the market growth rate at 3.2 percent from 2012 to 2017. At the conservative 3.2 percent growth rate, the market will reach $9.89 billion in 2020 and $10.53 billion two years later.

Canadian growth rates are expected to be 6.1 percent, moving the market volume from US$266 million in 2019 to $338 million in 2023. See graph below.

Factors Behind Growth Potential

THIS SECTION IS LIKELY RELATED TO NATIONAL MARKET DATA ABOVE. THE DATA BELOW IS FOR CANADA. TRY TO OBTAIN SIMILAR DATA FROM YOUR COUNTRY’S GOVERNMENT IF POSSIBLE. IF NOTHING IS AVAILABLE, USE AVAILABLE STATS AND EXPLAIN HOW YOUR COUNTRY’S MARKET COMPARES.

⦁ Health-care expenditure —Canadian health care reached CDN$242 billion in 2017—a growth of approximately 3.9 percent. The figure is 11.5 percent of the Canadian gross domestic product and amounts to $6,604 per citizen.

⦁ More spending —Since 1975, health spending has been increasing by both current and constant-dollar measures.

⦁ Aging population —As of 2014, more than 6 million Canadians (15.6 percent of the population) were 65 or older. By 2023, the numbers will be 9.5 million and 23 percent.

Source: Canada.ca

Market Opportunities

THIS SECTION USES CURRENT TRENDS TO LINK PROBLEMS TO THE SOLUTIONS OFFERED BY YOUR BUSINESS. SUBSTITUTE LOCAL/NATIONAL RATES AS AVAILABLE OR EXPLAIN HOW THE ONES LISTED BELOW RELATE TO YOUR AREA.

The fitness industry offers a lot of opportunities for existing and potential investors. The market for fitness services is growing for many reasons, some of which have already been noted above.

⦁ According to its government, Canada is home to 6.3 million obese people.

⦁ Almost 130 million Americans are overweight, with more than 61 million of them obese.

⦁ Fifteen percent of children in the U.S. are obese.

⦁ High blood pressure and heart disease affect 18 million Americans.

⦁ It costs almost $100 billion to treat obese patients—9 percent of total U.S. health-care expenditure.

⦁ Some insurance companies and government agencies are now funding fitness pursuits as a way to lessen long-term costs.

⦁ The effective, safe personalized fitness and nutrition programs we offer are ideal for reducing obesity and improving health.

Barriers to Entry

THIS SECTION ADDRESSES DEMOGRAPHIC ISSUES AND EXPLAINS HOW YOU WILL BE ABLE TO OVERCOME ANY BARRIERS TO ENTRY. ADJUST AS NEEDED.

Some possible consumers might not be able to afford our high-value services. Other facilities sell low-priced membership options to these consumers but exclude the higher-value clients. Because our model is not based on volume, we overcome barriers to entry by seeking out the clients who see the value in our services and can afford it.

Regulations

NOTE ANY SPECIAL REGULATIONS THAT MIGHT AFFECT YOU.

[YOUR BUSINESS] is governed by standard local tax and health codes and will be operated in accordance with those codes.

Service Potential

NOTE ANY LONG-TERM PLANS OR POTENTIAL OPPORTUNITIES AFTER YOUR BUSINESS IS ESTABLISHED AND HAS ACCOMPLISHED ITS INITIAL GOALS.

Currently, [YOUR BUSINESS] is focused on personalized coaching in exercise and nutrition.

However, in the future, the business might focus on integrating with health-care practitioners such as therapists and doctors.

Target Audience Demographics

YOUR TARGET AUDIENCE IS RELATED TO BOTH YOUR LOCAL MARKET ANALYSIS AND SERVICES. YOU MUST FIGURE OUT HOW MANY PEOPLE IN YOUR AREA MIGHT BE INTERESTED IN YOUR PRODUCTS AND SERVICES. CENSUS BUREAUS AND LOCAL GOVERNMENTS CAN PROVIDE THE INFO YOU NEED. EXAMPLE: According to government stats and facts briefs, Sault Ste. Marie is home to 75,141 individuals, including 39,030 females and 36,115 males. The largest segment of the population is aged 45-59. The average household income in Sault Ste. Marie is approximately CDN$86,500. Catalyst Fitness is targeting a segment of 7,456 individuals who are adults living in a home with an income over $120,000 per year.

Competition

WITH WHOM WILL YOU COMPETE FOR MARKET SHARE? IN LARGER CITIES, IT’S LESS IMPORTANT TO SURVEY THE ENTIRE CITY AND MORE IMPORTANT TO SURVEY THE AREA AROUND THE BUSINESS. TO FIND OTHER LOCAL BUSINESSES, USE GOOGLE AND GOOGLE MAPS. EVEN IF YOU DON’T STATE IT BELOW, IT’S WORTH DETERMINING HOW YOUR BUSINESS WILL STAND OUT FROM THE EXISTING CROWD.

Only the personal training studios will be direct competitors.

[INSERT NUMBERED LIST WITH ADDRESSES AND PROXIMITIES]

Value Proposition

THIS SECTION RELATES TO YOUR BENEFITS AND FEATURES LISTED ABOVE. WHAT DO YOU OFFER THAT JUSTIFIES YOUR PRICES?

⦁ Highly qualified fitness professionals who focus on client results through diet and exercise.

⦁ Personalized approach to clients’ goals.

⦁ Modern, professional facility equipped with the most popular and effective equipment and tracking technology.

HOW WILL YOUR BUSINESS CREATE ITS IMAGE? IF YOU EMPLOY SOMEONE TO CREATE YOUR BRANDING, NOTE THE PERSON/COMPANY AND TRACK RECORD. IF YOU HAVE A COMPREHENSIVE PACKAGE IN PLACE—SIGNAGE, PROMO MATERIAL, INTERIOR DESIGN, VEHICLE WRAPS, POP-UP BANNERS/FLAGS—DESCRIBE IT.

[YOUR BUSINESS] branding will be consistent across all properties to create a professional image. Our logo, name and color scheme will be featured prominently in all uses both inside and outside the gym, both to attract potential clients and influence current clients.

Visitors to our facility will be met with a strong brand identity, both in the entrance and the training areas, and all printed take-away material will feature our signature look.

Employees will wear branded apparel, and, when possible, equipment will feature our branding.

[YOUR BUSINESS] will create an official website as the online cornerstone of the brand and company image, and it will be supported by customized social media channels with the same appearance and character.

Overall, [YOUR BUSINESS] will create a friendly, professional presence that is 100 percent consistent throughout all operations.

Marketing Objectives

WHAT ARE YOU TRYING TO ACCOMPLISH THROUGH OUTREACH EFFORTS? ONLINE SALES, BRAND BUILDING, FOOT TRAFFIC, PHONE CONSULATIONS, EMAIL INQUIRIES? EXAMPLE: Catalyst Fitness will focus on creating a brand image of high-value expertise in Sault Ste. Marie, and we will fulfill our vision by coaching 150-200 clients at a time. To that end, our marketing is not directed at large-scale client acquisition but rather the steady, deliberate acquisition of high-value clients who are willing to invest in health and fitness.

Our primary goals are as follows:

Create the perception of quality and value—Our marketing will be designed to present us as “the best steakhouse in town,” which pre-qualifies prospective clients. We are for anyone but not everyone.

Educate—Our expertise will be on full display in all marketing efforts as we give away free advice and tips through content. The plan will raise our status in the minds of prospective clients and keep us top of mind.

Drive clients to book free consultations—We stand out from all other gyms by offering a prescriptive model in which skilled experts consult with prospective clients and offer customized plans. At similar facilities in other cities, the close rate at consultations is very high, so our marketing channels will direct people to book free consultations.

Grow our contact list—We’ll use various materials to generate an increasingly large mailing list to take advantage of the power of email marketing. We’ll use this channel for education, branding and direct calls to action.

Marketing Strategy

THIS IS THE “HOW” BEHIND THE “WHAT” OF THE PREVIOUS SECTION. THIS SECTION SHOULD CONTAIN MORE DETAILS OF YOUR PLAN. IF YOU DON’T HAVE ANY DETAILS, YOU HAVE A BIG HOLE IN YOUR BUSINESS THAT MUST BE FILLED.

Microgyms and studios benefit from unsolicited referrals and word of mouth, but this inactive marketing isn’t enough. We have a thorough plan designed to engage members of our target market and build our status and value through regular contact until the client is ready to take action.

⦁ Affinity marketing—Referral marketing targets the people connected to our current clients. This is not passive. We have a plan to sit down in person with top clients—those in the Axial Loop below—every month and discover how we can help other people in their lives. We’ll also ask these seed clients for assistance in exchange for complementary services such as personal training. By involving these influential people in service and program development, we’ll tailor the offerings to please similar people and create a sense of ownership in our clients. This program will extend to bring-a-friend days, informational seminars, workplace demonstrations and other outreach activities.

CLICK HERE TO LEARN MORE ABOUT AFFINITY MARKETING.

⦁ Unpaid social media marketing—Social media platforms allow us to attract local fitness enthusiasts to our website with daily content. The fitness and nutrition industries are incredibly well suited to visual media, and we’ll release original content daily across Facebook, Instagram, Twitter, YouTube, Google Business and our website. Phase 2 involves LinkedIn, Pinterest and Vimeo. This content will build the brand and establish expertise, and it will also include calls to action that lead to products and services. Content effectiveness is easy to measure through platform tracking systems.

⦁ Paid digital marketing—This is the third leg of the marketing plan, and it’s implemented only after the other legs are set and things are running smoothly. We’ll use targeted Facebook, Google and Instagram ads to feed interested leads to our website through engaging content identified during unpaid marketing efforts. We’ll monitor the effectiveness of all campaigns daily and track return on investment. Campaigns will be adjusted and recreated depending on conversion rates.

CLICK HERE TO SEE HOW TWO-BRAIN MARKETING USES SOCIAL MEDIA TO GENERATE LEADS AND SALES.

Marketing Budget

MANY BUSINESSES DO NOT ALLOCATE FUNDS TO MARKETING AND CHOOSE TO RELY MOSTLY ON WORD OF MOUTH, WHICH IS UNRELIABLE. WE ENCOURAGE YOU TO TALK TO SOMEONE WHO CAN EXPLAIN HOW TO SPEND MARKETING DOLLARS WISELY AND ENSURE YOU’RE GENERATING A RETURN ON YOUR INVESTMENT.

[YOUR BUSINESS] will spend up to [$X,XXX] per month, mostly on digital ads. The return on investment will be tracked to ensure we are generating leads and sales. Poorly performing campaigns will be adjusted and discontinued, and successful campaigns will be replicated. The money spent here should be returned to the business in the form of long-term high-value clients. We will track both front-end revenue directly related to ad spends as well as downstream revenue generated when clients book services beyond the initial call to action.

SWOT ANALYSIS

THIS SECTION REVIEWS STRENGTHS AND CORE COMPENTENCIES LISTED ABOVE. FEEL FREE TO PROVIDE ADDITIONAL DETAIL. WHAT ARE YOU GOOD AT?

The owners are committed toward to a results-oriented approach to attract and maintain customers in a competitive market. A comprehensive retention and marketing plan supports this approach.

Personal coaching addresses the greatest needs of existing gym goers and ensures clients see results through safe, effective exercise provided by inspiring professionals.

The microgym/studio model requires only 150 clients to create a long-term, sustainable business and careers for coaches.

Our company will attract and develop qualified and trained “intrapreneurial” staff members who are able to generate sales and client satisfaction.

THIS SECTION REVIEWS THE CHALLENGES LISTED ABOVE. FEEL FREE TO PROVIDE ADDITIONAL DETAIL. WHEN PERFORMING THIS ANALYSIS, IT’S WORTH REVIEWING THE WAY YOUR BUSINESS WILL OVERCOME THESE CHALLENGES.

Our high-value proposition requires more explanation than low-fee services.

Larger gyms have a larger marketing budgets.

Opportunities

USE THE MARKETING OPPORTUNITIES SECTION ABOVE FOR INSIPRATION. WHAT ELEMENTS OF YOUR BUSINESS OR LOCAL MARKET SUGGEST YOU WILL BE SUCCESSFUL?

The fitness market is rapidly growing.

Increasing rates of obesity-related disease are causing people to pay attention to exercise and health-care activities.

A large segment of the local market is still unserved. High-income clients will be of special focus for [YOUR BUSINESS]. This segment is largely ignored by the competition. Client acquisition is costly, but we only have to acquire one $200 client for every four $50 clients our competitors acquire. This allows delivery of tailored, effective high-value service and creates referral opportunities.

THIS SECTION REVIEWS THE CHALLENGES AND WEAKNESSES SECTIONS LISTED ABOVE. FEEL FREE TO PROVIDE ADDITIONAL DETAIL. WHEN PERFORMING THIS ANALYSIS, IT’S WORTH REVIEWING THE WAY YOUR BUSINESS WILL OVERCOME THESE CHALLENGES.

Recessions and economic downturns can slow the growth of health clubs.

Potential similar offers from well-established competitors are a low-level threat, but we can assume other local gyms will want to copy our services.

Low-cost equipment is available for home exercise, but our coaches can serve these individuals through creation of fitness and nutrition plans and home visits.

OPERATIONAL PLAN

Service execution timeline.

LAY OUT A TIMELINE OF EVENTS FROM THE DATE OF BUSINESS PLAN CREATION TO OPENING. IF THERE ARE KEY LAUNCH ELEMENTS THAT WILL BE ADDED AFTER OPENING, NOTE THEM. CONSIDER GRAPHICAL PRESENTATION. AN EXAMPLE IS INCLUDED BELOW AND SHOULD BE REPLACED IF YOUR TIMELINE DIFFERS OR INCLUDES OTHER ELEMENTS.

[YOUR BUSINESS] will launch according to the following timeline:

FOR HELP BUILDING YOU LAUNCH PLAN, CLICK HERE AND HERE .

THIS SECTION EXPANDS ON THE COMPANY OVERVIEW AND ADDS DETAILS RELATED TO YOUR LOCATION. IT SHOULD MENTION NEARBY COMPETITORS, AMENITIES, AND OTHER ELEMENTS SUCH AS PARKS, DESTINATIONS, NEIGHBORS, ZONING CONCERNS, PARKING AND SO ON. MANY GYMS HAVE FAILED TO REVIEW ZONING, LEASES AND LOCATIONS FOR POTENTIAL PROBLEMS. WE STRONGLY ADVISE YOU TO INVEST TIME IN SECURING A SUITABLE LOCATION. A LAWYER SHOULD REVIEW YOUR LEASE FOR POTENTIAL PITFALLS. EXAMPLE:

Catalyst Fitness has secured a lease at 123 Any Street for a term of five years at a rate of $4,000 a month. The lease includes an option to renew and has been reviewed and adjusted by legal counsel.

The facility is 5,000 square feet and includes a lobby and washrooms, which will be upgraded as part of the buildout. The landlord has indicated additional space is available if expansion is needed.

The building is wheelchair accessible, and we have researched zoning and fire codes and confirmed there are no concerns. No major mechanical, electrical or structural changes are needed for an occupancy permit. We have ample parking.

We are five minutes from the airport and on a major artery, giving us great opportunities for signage. The high-traffic destination store Joe’s Stuff is located 100 meters away, ensuring regular foot traffic. Several businesses in the area have already expressed an interest in partnerships, and there are opportunities for corporate fitness programs.

The only current neighbor is a loud autobody shop, and noise is not a concern. The landlord is aware of the volume of our proposed activities and has approved them. The floor has been evaluated, and it can withstand our activities with ¾-inch rubber matting, which we have ordered.

There are currently no fitness studios or microgyms within 2 miles; however, one membership-based gym exists within one block.

Legal Environment

LIST ANY LEGAL ISSUES. THIS SECTION COULD INCLUDE PENDING LAWSUITS, INCORPORATION, SALE/TRANSFER OR SHARES, NEW PARTNERS, ETC.

There are no current legal obligations for [YOUR BUSINESS].

LIST ALL PERSONNEL, INCLUDING TITLES AND ROLES. IF THE STRUCTURE MIRRORS MANAGEMENT PERSONNEL FEATURED IN THE FOLLOWING SECTION, FEEL FREE TO BE BRIEF. EXAMPLE: Catalyst Fitness will open with three initial staff members, including the owner. See below for detailed breakdown.

Management and Organization

Management strength.

THIS SECTION WILL LIST THE MAIN PEOPLE IN YOUR ORGANIZATION. BE SURE TO INCLUDE EDUCATION, TALENTS/SKILLS AND ROLES. EXAMPLES:

Chris Cooper—Chris is the sole owner of Catalyst Fitness Inc. Chris has a bachelor’s degree in an exercise-science related field and has been coaching fitness since 1996. Chris has successfully founded and sold two other fitness businesses and currently owns a business mentorship practice. Chris’ roles will include sales and marketing.

Sally Glama—Sally has a degree in business management and a passion for fitness. Sally’s roles will include operational oversight, personal training and nutrition coaching.

Jordan Glitz—Jordan is a passionate fitness coach with four years in the industry. Jordan’s roles will include coaching group fitness classes, goal reviews and planning, and personal training. Jordan will also fill the role of customer retention management.

LIST YOUR BANK AS WELL AS ANY OTHER PERTINENT INFORMATION ABOUT IT, INCLUDING DEBTS, MORTGAGE, LINES OF CREDIT, ETC.

[YOUR BUSINESS] will bank at [INSERT BANK], where its business representative will be [INSERT NAME].

LIST THE PEOPLE WHO WILL HELP YOU RUN THE BUSINESS, INCLUDING THEIR CREDENTIALS OR AREAS OF EXPERTISE. WE STRONGLY ENCOURAGE YOU TO SEEK THE ADVICE OF EXPERTS TO SET YOUR BUSINESS UP FOR SUCCESS AND LONG-TERM GROWTH. EXAMPLE: Catalyst Fitness will be mentored to launch by Two-Brain Business, the largest mentorship practice for microgyms in the world. Using Two-Brain’s RampUp program , Catalyst Fitness will determine its rates, create its operational processes, hire staff, build a retention plan, and pre-sell memberships before launch.

Ongoing mentorship will ensure Catalyst follows best practices, regularly reviews strategic plans and obtains advice on major decisions.

TO BOOK A FREE CALL WITH A TWO-BRAIN BUSINESSS MENTOR, CLICK HERE .

FINANCIAL PLAN

THIS SECTION REVISITS ASPECTS OF THE HIGHLIGHTS SECTION, OFTEN IN GREATER DETAIL.

Sources of Capital

YOU CAN INCLUDE INFORMATION ON SECURED FUNDING, LINES OF CREDIT AND SO ON. CONSIDER GRAPHICAL PRESENTATION FOR BEST EFFECT. YOU ARE OUTLINING THE MONEY YOU HAVE AND THE MONEY YOU NEED.

REVISIT THE INFORMATION FROM THE HIGHLIGHTS SECTION AND PROVIDE ADDITIONAL DETAIL IF NEEDED. CONSIDER BAR GRAPH PRESENTATION.

EXAMPLES: Insurance quote valid until July 10, 2019.

Facility buildout is maximum renovation price determined through guaranteed quotes.

Startup includes purchase of assorted office supplies and a desk, filed under Other.

EXAMPLE: Potential growth rates determined in consultation with Two-Brain Business mentor. Rates reflect data collected from similar businesses in like markets.

Client growth supported by retention systems used in similar gyms to create strong length of engagement.

Two-Year Profit and Loss Projection

PROFIT AND LOSS PROJECTIONS ARE MORE SUITED TO SPREADSHEETS, BUT WE’VE INCLUDED A BASIC TEMPLATE HERE. PROFIT AND LOSS NUMBERS CAN BE DETERMINED FROM YOUR PROJECTIONS ABOVE. NOTE THAT OPERATING EXPENSES ARE DIFFERENT FROM STARTUP COSTS, AND YOU’LL NEED TO INCLUDE WAGES, RENT, UTLITIES AND A HOST OF OTHER LINE ITEMS. YOUR TOTAL REVENUE MUST BE GREATER THAN YOUR EXPENSES TO SHOW A PROFIT. AT TWO-BRAIN BUSINESS, WE TARGET A PROFIT MARGIN OF 33 PERCENT. THAT PROFIT IS USED TO PAY THE OWNER AND PURCHASE NEW THINGS.

Pro Forma Cash Flow

CASH-FLOW STATEMENTS ARE MORE SUITED TO SPREADSHEETS, BUT WE’VE INCLUDED A BASIC TEMPLATE HERE. THIS TABLE SUMMARIZES CASH IN VS. CASH OUT OVER A TWO-YEAR PERIOD. USE YOUR PROJECTIONS FROM THE SECTIONS ABOVE TO FILL IT OUT, AND ADJUST THE ENTRIES FOR YOUR BUSINESS. IDEALLY, YOU WILL TRACK CASH IN AND OUT MONTH BY MONTH. TO DOWNLOAD AN EXCEL SPREADSHEET TO DO SO, CLICK HERE .

Projected Balance Sheet

BALANCE SHEETS ARE MORE SUITED TO SPREADSHEETS, BUT WE’VE INCLUDED A BASIC TEMPLATE HERE. A BALANCE SHEET SHOWS THE NET WORTH OF YOUR BUSINESS AT A POINT IN TIME. USE YOUR PROJECTIONS FROM THE SECTIONS ABOVE TO FILL IT OUT, AND ADJUST THE ENTRIES FOR YOUR BUSINESS.

Break-Even Analysis

BREAK-EVEN ANALYSES ARE MORE SUITED TO SPREADSHEETS, BUT WE’VE INCLUDED A BASIC TEMPLATE HERE. A BREAK-EVEN ANALYSIS SHOWS THE SALES YOU WILL HAVE TO MAKE TO BREAK EVEN. USE YOUR PROJECTIONS FROM THE SECTIONS ABOVE TO FILL IT OUT, AND ADJUST THE ENTRIES FOR YOUR BUSINESS.

THIS SECTION OFTEN INCLUDES VARIOUS REFERENCES, TABLES, CHARTS AND DATA USED TO SUPPORT THE INFORMATION IN THE MAIN BODY OF THE PLAN. IF YOU NEED TO ADD SOMETHING HERE, MAKE A NOTE IN THE BODY OF THE PLAN AND ADD THE INFORMATION UNDER A CORRESPONDING HEADING HERE. FOR EXAMPLE: For a state-by-state breakdown of microgym distribution, see Appendix Section 1.

IF YOU NEED HELP, BOOK A FREE CALL HERE: TWO-BRAIN BUSINESS .

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CrossFit Gym Business Plan Sample

Published Feb.08, 2014

Updated Apr.22, 2024

By: Jakub Babkins

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Table of Content

Executive Summary

2.1 the business.

Athletics City will be a registered and licensed CrossFit gym based in Florida. The business will provide CrossFit workout sessions and training for adults as well as for kids. The facility will include a barbell club, cardio room, gymnastic room, and space for metabolic activities like jumping, rowing, biking, etc.

Company Summary

3.1 company owner.

Anna Wilde will be the owner of Athletics City. Anna holds a master’s degree in Business Administration. During her academic years, she remained a prominent participant in several internship programs. Moreover, she has also 2 years of working experience as a Business Operations Manager in an engineering firm.

3.2 Why the CrossFit gym is being started

Anna is starting a CrossFit business because it’s her passion. She always wanted to run her own business. Due to her interest in fitness and sports, she chose CrossFit business to invest her energy and skill.

5.1 Market Trends

CrossFit is getting popular day by day due to the heroic strength and power it provides. This newer trend of CrossFit gym was introduced in California in 2000. Since then the increasing popularity of this sports activity also increased the number of CrossFit gyms to 15,500 in 2018.

The business goes quite well. In 2020, however, CrossFit gyms saw a decline in customer rate and profits due to the recession caused by the coronavirus. Now, as the economy and health conditions are flourishing again, the CrossFit industry is expected to grow more in the coming years.

5.3 Business Target

Our business targets are:

• To earn a net profit of $31k per month by the end of the three years of our launch
• To obtain a repeat purchase rate of 75% by the end of the second year
• To achieve and maintain a CSAT score of above 90% throughout our service years
• To achieve an NPS (Net Promoter Score) of above 60 by the end of the first year

5.4 Product Pricing

Excellent work.

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Our prices are slightly more than our competitors. It is because we are employing level 3 coaches to provide elite training. Moreover, we’ll ensure adherence to strict protocols to provide a safe, comfortable, and friendly environment for all women, men, and kids.

Despite our higher prices, we expect to get more customers than our competitors because of our competitive advantages and our excellent sales strategy.

Marketing Strategy

No matter how great services you are offering, you will never gain customers unless you have an excellent CrossFit marketing strategy. In your business proposal for a crossfit business plan , you should study target customers and market trends to identify your competitive advantages and to develop an effective advertising plan.

6.1 Competitive Analysis

The competitive aspects of Athletics City are:

• Our CrossFit trainers are highly skilled and experienced. Through Level 3 certified coaches we’ll be able to provide the highest quality service.
• We have strict and specified rules and protocols. So that all men, women, and children get a comfortable experience.
• We are the largest CrossFit gym in the whole of Florida – and the only one that is providing metabolic sports activities.
• Only we in the whole town are offering CrossFit training for kids.

6.2 Sales Strategy

To capture the attention of our target customers

• We’ll advertise our startup through Google Local ads service and local newspapers
• We’ll ensure a strong web and social media presence
• We’ll offer a 50% discount on our services for the first two months of our launch

Personnel plan

Whether you are starting a CrossFit gym from scratch or are purchasing a CrossFit gym franchise, you’ll need to hire skillful employees. While writing a business plan for a CrossFit gym, you should list the employees you need, their job descriptions, and their expected salaries.

7.1 Company Staff

Anna will be the CEO herself. However, she’ll hire the following people.

• 1 Co-Manager to monitor business operations
• 1 Accountant to maintain financial records
• 1 Technician to maintain the machinery
• 1 Web Developer to manage the online presence
• 5 CrossFit Trainers/ Coaches
• 2 General Assistants
• 1 Sales Executive
• 1 Receptionist

7.2 Average Salary of Employees

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Financial Plan

A financial plan is one of the most decisive components of a crossfit business plan . It analyzes all the investments group business plan , expenses, sales, and cash flows to determine a safe financial trajectory for a business. In case of starting a CrossFit gym, you’ll have to procure expensed equipment and machinery and the costs of maintaining the facility will also be high. Therefore, you must ensure that the highest level of precision is achieved as you created your financial plan. It’s only through efficient financial planning that you’ll be able to earn the desired profits and avoid unwanted losses.

Anna created CrossFit business plan herself because she had the knowledge and experience for doing so accurately. The financial plan developed by her is provided here for everyone who may want to benefit.

8.1 Important Assumptions

8.3 Projected Profit and Loss

8.5 Projected Balance Sheet

8.6 Business Ratios

Download example CrossFit Gym Business Plan in pdf

Professional OGS capital writers specialized also in themes such as indoor sports complex business plan , starting a dance studio business , starting a climbing gym business plan , business plan for a yoga studio , opening a trampoline park business , martial arts business plan , etc.

OGSCapital’s team has assisted thousands of entrepreneurs with top-rate business plan development, consultancy and analysis. They’ve helped thousands of SME owners secure more than $1.5 billion in funding, and they can do the same for you.

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Crossfit Gym Business Plan Template

Written by Dave Lavinsky

Over the past 20+ years, we have helped over 1,000 entrepreneurs and business owners create business plans to start and grow their crossfit gym businesses.

If you’re unfamiliar with creating a crossfit gym business plan, you may think creating one will be a time-consuming and frustrating process. For most entrepreneurs it is, but for you, it won’t be since we’re here to help. We have the experience, resources, and knowledge to help you create a great business plan.

In this article, you will learn some background information on why business planning is important. Then, you will learn how to write a crossfit gym business plan step-by-step so you can create your plan today.

Download our Ultimate Business Plan Template here >

What is a Crossfit Gym Business Plan?

A business plan provides a snapshot of your crossfit gym business as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategies for reaching them. It also includes market research to support your plans.

Why You Need a Business Plan for a Crossfit Gym

If you’re looking to start a crossfit gym business or grow your existing crossfit gym company, you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your crossfit gym to improve your chances of success. Your crossfit gym business plan is a living document that should be updated annually as your company grows and changes.

Sources of Funding for Crossfit Gym Businesses

With regard to funding, the main sources of funding for a crossfit gym business are personal savings, credit cards, bank loans, and angel investors. When it comes to bank loans, banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to ensure that your financials are reasonable, but they will also want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business. Personal savings and bank loans are the most common funding paths for crossfit gym businesses.

Finish Your Business Plan Today!

How to write a business plan for a crossfit gym.

If you are starting a gym business or expand your current crossfit gym business, you need a business plan. The guide below details the necessary information for how to write each essential component of your crossfit gym business plan.

Executive Summary

Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.

The goal of your executive summary is to quickly engage the reader. Explain to them the kind of crossfit gym you are running and the status. For example, are you a startup, do you have a crossfit gym business that you would like to grow, or are you operating a chain of crossfit gym locations?

Next, provide an overview of each of the subsequent sections of your plan.

• Give a brief overview of the crossfit gym industry.
• Discuss the type of crossfit gym you are operating.
• Detail your direct competitors. Give an overview of your target customers.
• Provide a snapshot of your marketing strategy. Identify the key members of your team.
• Offer an overview of your financial plan.

Company Overview

In your company overview, you will detail the type of crossfit gym you are operating.

For example, you might specialize in one of the following types of crossfit gym businesses:

• Traditional Crossfit Gym: In this type of traditional crossfit gyms, you may specialize in constant movement with varying intensities and functional exercise routines.
• Crossfit Performance Gym: A crossfit performance gym is one that caters to those who seek competitive environments and challenges. Additional training is focused on strength and fitness in a more strict series of routines.
• Crossfit Health & Wellness Gym: This type of cross fit gym is focused on the well-being of customers via natural health and fitness routines that support good health. Weight loss and specific health routines are often the focus of the gym, as well.
• Specialty Crossfit Gym: Specialty classes and courses within this type of crossfit gym focus on weight training for high-performance and strength-building for competition. In addition, performance supplements are often recommended and sold.

In addition to explaining the type of cross fit gym you will operate, the company overview needs to provide background on the business.

Include answers to questions such as:

• When and why did you start the business?
• What milestones have you achieved to date? Milestones could include the number of customers served, the amount of revenue during the past six months, opening a second crossfit gym location, etc.
• Your legal business structure. Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.

Industry Analysis

In your industry or market analysis, you need to provide an overview of the crossfit gym industry.

While this may seem unnecessary, it serves multiple purposes.

First, researching the crossfit gym industry educates you. It helps you understand the market in which you are operating.

Secondly, market research can improve your marketing strategy, particularly if your analysis identifies market trends.

The third reason is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.

The following questions should be answered in the industry analysis section of your cross fit gym business plan:

• How big is the crossfit gym industry (in dollars)?
• Is the market declining or increasing?
• Who are the key competitors in the market?
• Who are the key suppliers in the market?
• What trends are affecting the industry?
• What is the industry’s growth forecast over the next 5 – 10 years?
• What is the relevant market size? That is, how big is the potential target market for your cross fit gym? You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local population.

Customer Analysis

The customer analysis section of your crossfit gym business plan must detail the customers you serve and/or expect to serve.

The following are examples of customer segments: individuals who seek better health and fitness, athletes who seek higher performance levels, and those who seek weight gain.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of crossfit gym you operate. Clearly, individuals with the goal of weight loss will  respond to different marketing promotions than will those who choose to train for competition.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regard to demographics, including a discussion of the ages, genders, locations, and income levels of the potential customers you seek to serve.

Psychographic profiles explain the wants and needs of your target customers. The more you can recognize and define these needs, the better you will do in attracting and retaining your customers.

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Competitive Analysis

Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.

Direct competitors are other crossfit gyms.

Indirect competitors are other options that customers have to purchase from that aren’t directly competing with your product or service. This includes performance athlete retail stores, digital exercise or workout routines and natural health stores,  You need to mention such competition, as well.

For each direct competitor, provide an overview of their business and document their strengths and weaknesses. Unless you once worked at your competitors’ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as

• What types of customers do they serve?
• What type of crossfit gym are they?
• What is their pricing (premium, low, etc.)?
• What sets their business apart from others?
• What are their weaknesses?

With regard to the last two questions, think about your answers from the customers’ perspective. And, don’t be afraid to ask your competitors’ customers what they like most and least about them.

The final part of your competitive analysis section is to document your areas of competitive advantage. For example:

• Will you provide options for groups who train together?
• Will you offer products or services that your competition doesn’t?
• Will you provide better customer service?
• Will you offer better pricing?

Think about ways you will outperform your competition and document them in this section of your plan.

Marketing Plan

Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a crossfit gym business plan, your marketing strategy should include the following:

Product : In the product section, you should reiterate the type of crossfit gym company that you documented in your company overview. Then, detail the specific products or services you will be offering. For example, will you provide specialized workouts directed to consumers ages 40+?

Price : Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of your plan, you are presenting the products and/or services you offer and their prices.

Place : Place refers to the site of your crossfit gym company. Document where your company is situated and mention how the site will impact your success. For example, is your crossfit gym located in a busy retail district, a business district, a standalone building, or in a neighborhood mall? Discuss how your site might be the ideal location for your customers.

Promotions : The final part of your crossfit gym marketing plan is where you will document how you will drive potential customers to your location(s). The following are some promotional methods you might consider:

• Advertise in local papers, radio stations and/or magazines
• Reach out to websites
• Distribute direct mail pieces to your target audience
• Engage in email marketing
• Advertise on social media platforms
• Improve the SEO (search engine optimization) with target keywords on your website

Operations Plan

While the earlier sections of your business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.

Everyday short-term processes include all of the tasks involved in running your crossfit gym, including answering calls, planning and scheduling courses, paying invoices, contacting customers, etc.

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to sell out available courses, or when you hope to reach $X in revenue. It could also be when you expect to expand your crossfit gym to a second or third location.

Management Team

To demonstrate your crossfit gym’s potential to succeed, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company.

Ideally, you and/or your team members have direct experience in managing crossfit gym businesses. If so, highlight this experience and expertise. But, also highlight any experience that you think will help your business succeed.

If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act as mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in managing a crossfit gym or successfully running a crossfit gym in a large corporate setting.

Financial Plan

Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance sheet, and cash flow statements.

Income Statement

An income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenue and then subtracts your costs to show whether you turned a profit or not.

In developing your income statement, you need to devise assumptions. For example, will you serve 40 customers per day, and/or offer special crossfit gym sales online? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.

5 Year Annual Income Statement

Balance Sheets

Balance sheets show your assets and liabilities. While balance sheets can include much information, try to simplify them to the key items you need to know about. For instance, if you spend $50,000 on building out your crossfit gym, this will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a lender writes you a check for $50,000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.

5 Year Annual Balance Sheet

Cash Flow Statement

Your cash flow statement will help determine how much money you need to start or grow your business, and ensure you never run out of money. What most entrepreneurs and business owners don’t realize is that you can turn a profit, but run out of money and go bankrupt.

When creating your Income Statement and Balance Sheets be sure to include several of the key costs needed in starting or growing a crossfit gym:

• Cost of crossfit gym equipment
• Cost of furnishings
• Payroll or salaries paid to staff
• Business insurance
• Other start-up expenses (if you’re a new business) like legal expenses, permits, computer software, office supplies and equipment

5 Year Annual Cash Flow Statement

Attach your full financial projections in the appendix of your plan, along with any supporting documents that make your plan more compelling. For example, you might include your gym location lease or a list of friends and associates who are already lined up to join your crossfit gym.

Writing a business plan for your crossfit gym is a worthwhile endeavor. If you follow the template above, by the time you are done, you will truly be an expert. You will understand the crossfit gym industry, your competition, and your customers. You will develop a marketing strategy and will understand what it takes to launch and grow a successful crossfit gym.

Don’t you wish there was a faster, easier way to finish your Crossfit Gym business plan?

OR, Let Us Develop Your Plan For You

Since 1999, Growthink has developed business plans for thousands of companies who have gone on to achieve tremendous success.   Click here to see how a Growthink business plan writer can create your business plan for you.

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• Sample Business Plans
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CrossFit Gym Business Plan

Are you obsessed with CrossFit’s dynamic and high-intensity workouts? Are you a fitness freak? Are you looking for a business opportunity?

Well, you are here because you answered positively to all three questions. CrossFit’s licensed affiliate gym is a brilliant business opportunity for fitness freaks who loves to grind amazing money.

Anyone can start a CrossFit by meeting their affiliate requirements. However, you do need a detailed business plan to gather funds for your dream CrossFit gym.

Anyone with an inclination towards fitness can start a business. However, a detailed business plan will help you secure funding for initial investments and provide a definite direction toward growth.

Free Business Plan Template

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How to Write A CrossFit Gym Business Plan?

Writing a crossfit gym business plan is a crucial step toward the success of your business. Here are the key steps to consider when writing a business plan:

1. Executive Summary

An executive summary is the first section planned to offer an overview of the entire business plan. However, it is written after the entire business plan is ready and summarizes each section of your plan.

Here are a few key components to include in your executive summary:

• Introduce your Business: Start your executive summary by briefly introducing your business to your readers.
• This section may include details like the name of your CrossFit gym, its location, and when it was licensed.
• Market Opportunity: Summarize your market research, including market size, growth potential, and marketing trends. Highlight the opportunities in the market and how your business will fit in to fill the gap.
• Products and Services: Highlight the services you offer your clients. The USPs and differentiators you offer are always a plus.
• For instance, you may include CrossFit endurance, CrossFit Kids, and CrossFit functional training as your services and include tailored transformation and state-of-the-art facilities as some of your USPs.
• Call to Action: Summarize your executive summary section with a clear CTA, for example, inviting angel investors to discuss the potential business investment.

Ensure your executive summary is clear, concise, easy to understand, and jargon-free.

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2. Business Overview

The business overview section of your business plan offers detailed information about your company. The details you add will depend on how important they are to your business. Yet, business name, location, business history, and future goals are some of the foundational elements you must consider adding to this section:

• Business Description: Describe your business in this section by providing all the basic information:
• Describe your CrossFit gym and its name.
• Describe the legal structure of your CrossFit gym, whether it is a sole proprietorship, LLC, partnership, or others.
• Mission Statement: Summarize your business’ objective, core principles, and values in your mission statement. This statement needs to be memorable, clear, and brief.
• Business History: If you have an established CrossFit gym, briefly describe when it was founded and how it evolved over time.
• Additionally, If you have received any awards or recognition for excellent work, describe them.
• Future Goals: It’s crucial to convey your aspirations and vision. Mention your short-term and long-term goals; they can be specific targets for revenue, market share, or expanding your services.

This section should provide a thorough understanding of your business, its history, and its future plans. Keep this section engaging, precise, and to the point.

3. Market Analysis

The market analysis section of your business plan should offer a thorough understanding of the industry with the target market, competitors, and growth opportunities. You should include the following components in this section.

• Target market: Start this section by describing your target market. Define your ideal customer and explain what types of services they prefer. Creating a buyer persona will help you easily define your target market to your readers.
• For instance, fitness enthusiasts, athletes, and sports lovers would be an ideal target audience for CrossFit gyms.
• Market size and growth potential: Describe your market size and growth potential and whether you will target a niche or a much broader market.
• For instance, there are over 13000 CrossFit affiliate businesses across the World. Briefly describe the market share you will capture and the gym’s growth potential in the market.
• Competitive Analysis: Identify and analyze your direct and indirect competitors. Identify their strengths and weaknesses, and describe what differentiates your CrossFit services from them. Point out how you have a competitive edge in the market.
• Market Trends: Analyze emerging trends in the industry, such as technology disruptions, changes in customer behavior or preferences, etc. Explain how your business will cope with all the trends.
• For instance, CrossFit online and hybrid training has a booming market; explain how you plan on dealing with this potential growth opportunity.
• Regulatory Environment: List regulations and licensing requirements that may affect your CrossFit gym, such as business registration, insurance, trainer certifications, safety regulations, environmental regulations, state and federal regulations, etc.

Here are a few tips for writing the market analysis section of your CrossFit gym business plan:

• Conduct market research, industry reports, and surveys to gather data.
• Provide specific and detailed information whenever possible.
• Illustrate your points with charts and graphs.
• Write your business plan keeping your target audience in mind.

4. CrossFit Services

The product and services section should describe the specific services and products that will be offered to customers. To write this section should include the following:

• Group CrossFit classes
• Personal training
• Specialty programs
• Nutritional counseling
• Online Coaching
• Quality measures: This section should explain how you maintain quality standards and consistently provide the highest quality service.
• This may include equipment maintenance, qualified and trained staff, and safety checkpoints. Since it’s a licensed affiliate, you will have to maintain the quality standards mentioned in the contract.
• Additional Services: Mention if your CrossFit gym offers any additional services. You may include services like physical therapy, massage therapy, recovery modalities, etc.

In short, this section of your CrossFit gym plan must be informative, precise, and client-focused. By providing a clear and compelling description of your offerings, you can help potential investors and readers understand the value of your business.

5. Sales And Marketing Strategies

Writing the sales and marketing strategies section means a list of strategies you will use to attract and retain your clients. Here are some key elements to include in your sales & marketing plan:

• Unique Selling Proposition (USP): Define your business’s USPs depending on the market you serve, the equipment you use, and the unique services you provide. Identifying USPs will help you plan your marketing strategies.
• For example, certified CrossFit coaches, CrossFit specialty programs, regular community events, and state-of-the-art equipment could be some of the great USPs for a hybrid CrossFit studio.
• Pricing Strategy: Describe your pricing strategy—how you plan to price your CrossFit services and stay competitive in the local market. You can mention any limited-time offers you plan on offering to attract new customers to your CrossFit studio.
• Marketing Strategies: Discuss your marketing strategies to market your services. You may include some of these marketing strategies in your business plan—social media marketing, Google ads, brochures, email marketing, content marketing, and print marketing.
• Sales Strategies: Outline the strategies you’ll implement to maximize your sales. Your sales strategies may include consultative sales, partnering with influencers and fitness enthusiasts, offering referral programs, etc.
• Customer Retention: Describe your customer retention strategies and how you plan to execute them. For instance, introducing loyalty programs, discounts on annual membership, hosting special events and challenges, etc.

Overall, this section of your CrossFit gym business plan should focus on customer acquisition and retention.

Have a specific, realistic, and data-driven approach while planning sales and marketing strategies for your CrossFit gym, and be prepared to adapt or make strategic changes in your strategies based on feedback and results.

6. Operations Plan

The operations plan section of your business plan should outline the processes and procedures involved in your business operations, such as staffing requirements and operational processes. Here are a few components to add to your operations plan:

• Staffing & Training: Mention your CrossFit business’s staffing requirements, including the number of trainers, support staff, and therapists needed. Include their qualifications, the training required, and the duties they will perform.
• Operational Process: Outline the processes and procedures you will use to run your CrossFit gym. Your operational processes may include running classes, assigning coaches, attending walk-ins, billing, and training staff.
• Equipment & Machinery: Include the list of equipment and machinery required for the CrossFit gym, such as plyometric boxes, dumbbells, barbells, pull-up bars, rowing machines, squat racks, pull-up bars, etc.
• Explain how these technologies help you maintain quality standards and improve the efficiency of your business operations.

Adding these components to your operations plan will help you lay out your business operations, which will eventually help you manage your business effectively.

7. Management Team

The management team section provides an overview of your CrossFit management team. This section should provide a detailed description of each manager’s experience and qualifications, as well as their responsibilities and roles.

• Founders/CEO: Mention the founders and CEO of your CrossFit gym, and describe their roles and responsibilities in successfully running the business.
• Key managers: Introduce your management and key members of your team, and explain their roles and responsibilities.
• Compensation Plan: Describe your compensation plan for the management and staff. Include their salaries, incentives, and other benefits.
• Advisors/Consultants: Mentioning advisors or consultants in your business plans adds credibility to your business idea.
• So, if you have any advisors or consultants, include them with their names and brief information consisting of roles and years of experience.

This section should describe the key personnel for your CrossFit services, highlighting how you have the perfect team to succeed.

8. Financial Plan

Your financial plan section should provide a summary of your business’s financial projections for the first few years. Here are some key elements to include in your financial plan:

• Profit & loss statement: Describe details such as projected revenue, operational costs, and service costs in your projected profit and loss statement. Make sure to include your business’s expected net profit or loss.
• Cash flow statement: The cash flow for the first few years of your operation should be estimated and described in this section. This may include billing invoices, payment receipts, loan payments, and any other cash flow statements.
• Balance Sheet: Create a projected balance sheet documenting your CrossFit studio assets, liabilities, and equity.
• Break-even point: Determine and mention your business’s break-even point—the point at which your business costs and revenue will be equal.
• This exercise will help you understand how much revenue you need to generate to sustain or be profitable.
• Financing Needs: Calculate costs associated with starting a CrossFit gym, and estimate your financing needs and how much capital you need to raise to operate your business. Be specific about your short-term and long-term financing requirements, such as investment capital or loans.

Be realistic with your financial projections, and make sure you offer relevant information and evidence to support your estimates.

9. Appendix

The appendix section of your plan should include any additional information supporting your business plan’s main content, such as market research, legal documentation, financial statements, and other relevant information.

• Add a table of contents for the appendix section to help readers easily find specific information or sections.
• In addition to your financial statements, provide additional financial documents like tax returns, a list of assets within the business, credit history, and more. These statements must be the latest and offer financial projections for at least the first three or five years of business operations.
• Provide data derived from market research, including stats about the CrossFit industry, user demographics, and industry trends.
• Include any legal documents such as permits, licenses, and contracts.
• Include any additional documentation related to your business plan, such as product brochures, marketing materials, operational procedures, etc.

Use clear headings and labels for each section of the appendix so that readers can easily find the necessary information.

Remember, the appendix section of your CrossFit gym business plan should only include relevant and important information supporting your plan’s main content.

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This sample CrossFit gym business plan will provide an idea for writing a successful CrossFit gym plan, including all the essential components of your business.

After this, if you still need clarification about writing an investment-ready business plan to impress your audience, download our CrossFit gym business plan pdf .

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Frequently Asked Questions

Why do you need a crossfit gym business plan.

A business plan is an essential tool for anyone looking to start or run a successful CrossFit gym. It helps to get clarity in your business, secures funding, and identifies potential challenges while starting and growing your business.

Overall, a well-written plan can help you make informed decisions, which can contribute to the long-term success of your CrossFit gym.

How to get funding for your CrossFit gym business?

There are several ways to get funding for your CrossFit gym, but self-funding is one of the most efficient and speedy funding options. Other options for funding are:

• Bank loan – You may apply for a loan in government or private banks.
• Small Business Administration (SBA) loan – SBA loans and schemes are available at affordable interest rates, so check the eligibility criteria before applying for it.
• Crowdfunding – The process of supporting a project or business by getting a lot of people to invest in your business, usually online.
• Angel investors – Getting funds from angel investors is one of the most sought startup options.

Apart from all these options, there are small business grants available, check for the same in your location and you can apply for it.

Where to find business plan writers for your CrossFit gym business?

There are many business plan writers available, but no one knows your business and ideas better than you, so we recommend you write your CrossFit Gym business plan and outline your vision as you have in your mind.

What is the easiest way to write your CrossFit gym business plan?

A lot of research is necessary for writing a business plan, but you can write your plan most efficiently with the help of any CrossFit gym business plan example and edit it as per your need. You can also quickly finish your plan in just a few hours or less with the help of our business plan software.

How detailed should the financial projections be in my CrossFit gym business plan?

The level of detail of the financial projections of your CrossFit gym may vary considering various business aspects like direct and indirect competition, pricing, and operational efficiency. However, your financial projections must be comprehensive enough to demonstrate a complete view of your financial performance.

Generally, the statements included in a business plan offer financial projections for at least the first three or five years of business operations.

Can a good CrossFit gym business plan help me secure funding?

Indeed. A well-crafted CrossFit gym business plan will help your investors better understand your business domain, market trends, strategies, business financials, and growth potential—helping them make better financial decisions.

So, if you have a profitable and investable business, a comprehensive business plan can certainly help you secure your business funding.

About the Author

Upmetrics Team

Upmetrics is the #1 business planning software that helps entrepreneurs and business owners create investment-ready business plans using AI. We regularly share business planning insights on our blog. Check out the Upmetrics blog for such interesting reads. Read more

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