Coursework Information
Opening a fitness business requires more than just a vision, or concept; it requires careful planning and execution.
The range of skills required to successfully open a fitness studio/gym include: business plan development, budgeting, raising capital, creating the right legal entity, design and construction, marketing and sales.
Key Takeaways include:
- Be able to build a strategic business plan for your business that clearly defines the concept, objectives and strategy
- Construct a five year financial pro forma that clearly defines the financial objectives
- Identify and select the various legal business structures that can be pursued
- Understand the various approaches to raise the money needed to open
- Learn the ways to identify the best location and leasing process for your business
- Craft a pre-opening marketing and sales plan including key operational aspects to be addressed
CEC/CEUs- ACE: 0.4, NASM: 0.4, AFAA: 4, NSCA: 0.2, ACSM: 4
Course One - Creating a Strategic Plan and Financial Proforma
Learning Objectives
- Understand the options regarding the type of business model to pursue and how to construct it
- Build a strategic business plan for your business that clearly defines the concept, objectives and strategy
- Construct a five year financial pro forma that clearly defines the financial objectives as well as the financial opportunities for potential investors
- Prepare a “pitch” deck for your business that can be used to market your business proposition to potential investors
- Describe how you can validate the viability, appeal and strength of your fitness studio concept, as well as adapt it prior to pursuing development
Learning Activities
- Building a Business Plan and Pro Forma to Attract Investors and Drive Profitability
- Selecting the Right Revenue Model for Your Studio
- What are Your Options When it Comes to Opening a Fitness Studio
- What Business Do You Want to Be In
- Revenue Models – What to Consider
Course Two - Making the Entrepreneurial Leap and then Selecting the Appropriate Legal Business Structure and Raising Start-Up Capital
Learning Objectives
- To understand the challenge of being an entrepreneur and asking the right questions before embarking on the journey
- Describe the various legal business structures that can be pursued
- Select the legal structure that best suits your business needs
- Define and describe the various approaches that can be pursued to raise the capital needed to develop and open a fitness studio/gym
Learning Activities
- Establishing a Legal Business Entity
- 21st Century Funding Approaches for Fitness Studios/Gyms
- Raising the Money to Support your Vision
- Tips on Securing a Loan or Equipment Lease
- Six Questions to Ask Before Opening a Fitness Studio
- Lessons from a Fitness Entrepreneur
- Plus more!
Course Three - Studio Development – Site Location, Leasing, Design and Construction and Equipment Selection
Learning Objectives
- Understand and explain the benefits and risks associated with pursuing a franchise
- Describe the various approaches that can be used to identify the best location
- Demonstrate a basic understanding of the leasing process
- Learn the general process of designing and constructing a fitness studio/gym
- Describe how to go about selecting and purchasing equipment for your space
Learning Activities
- Designing and Developing your Studio
- Leasing and Franchising
- How Big and How Much
- Insights into the Cost of Constructing a Fitness Studio
- Things to Consider When Designing a Fitness Studio
- Things to Know about Franchising
Course Four - Pre-Opening Marketing, Sales and Operations
Learning Objectives
- Be able to describe and craft a pre-opening marketing and sales plan
- Create awareness of your new studio/gym and more importantly, learn to generate the required client base at opening
- Discuss the key operational aspects of the business to be addressed prior to opening
Learning Activities
- Pre-Opening Marketing to Drive Brand Recognition and Client Traffic
- Insurance – Where to Start When Opening a Studio
- Pre-opening Marketing
- Pre-Opening Marketing Suggestions from a Studio Owner
- Pre-Opening Suggestions on Building Brand Trust
Testing Your Knowledge
Once each course is completed, you will take a short eight-question test that is designed to measure your retention of the content from the course. A score of 75% on all course tests represents mastery and will result in earning the designated course CEC/CEUs.
“If you're at a point where you feel you need assistance with your fitness business - no matter what level your at, whether your just starting out, been in business 5 years, 10, years, or more - AFS will be there every step of the way. The association built for us!”
Mike Robison, 2015 IDEA Trainer of the Year
Owner, MZR Fitness
San Luis Obispo, CA