Getting people off the couch and into action has never been more important or more challenging. With streaming, sedentary jobs, and the lure of screens, about 25 % of U.S. adults report no leisure-time physical activity. On the flip side, 78.8 % of Americans participate in some sport or fitness activity at least once a year, a number that continues to grow.
For entrepreneurs with vision, that growing “move more” market is a real opportunity. Here’s how to build a fitness-related business that draws people in – and keeps them coming back.
Find or Create an Untapped Fitness Niche
The fitness space now spans traditional gyms, boutique studios, rock-climbing walls, trampoline parks, obstacle courses, and more. The key is to spot what your particular community is missing – and fill that gap by figuring out what’s missing in town.
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- Walk your town. Ask parents at kids’ games what’s missing. Chat to midday joggers or cafeteria lines.
- Look for “crossover” gaps: maybe there’s a lack of family-friendly fitness, or a shortage of “15-minute express” workouts for working professionals.
- Consider emerging trends: for example, pickleball participation in the U.S. surged 46 % from 2023 to 2024. That suggests there’s appetite for nontraditional movement forms.
- Create online surveys to directly ask your community what types of fitness activities or classes they’d like to see. This data can reveal hidden demand and guide your business planning.
Dropping into neighborhoods with these underserved formats often makes your concept stand out.
Create an Engaging Experience
People don’t just buy workouts – they buy environments. You want your space to feel inviting.
- Good lighting, thoughtful layout, well-maintained equipment: these are baseline expectations now.
- But it’s the staff and culture that set you apart. When employees genuinely cheer a client’s progress or ask about how their back is doing after a session, those personal touches transform a transaction into a relationship.
- This matters: in fitness franchising, client retention is a key margin driver.
An engaging “vibe” is what often makes people refer their friends and stay under your roof longer.
Become a Community Hub
The best fitness businesses become neighborhood hangouts. People don’t just show up, work out, and leave. They stick around, chat with other members, and actually look forward to coming back.
The best fitness businesses turn into social anchors.
- Host group challenges, birthday parties, open houses.
- Run “refer a neighbor” campaigns, partner with schools and health organizations.
- Structure multi-generation or family time fitness formats so people come together—not just individually.
Some franchises such as Do The Beach lean heavily into multi-generational play formats, positioning themselves as activity parks more than gyms.
That kind of social stickiness – where people linger, chat, and look forward to coming back is a big competitive moat.
Market from Real Benefits, not Jargons
Instead of talking about “sets” and “reps,” lead with emotional payoffs:
- “Sleep better.”
- “Have the energy to chase your kids.”
- “Feel less tension after long work hours.”
These stories resonate. Encourage your members to share wins, tag your studio, post images of their milestones. Authentic user stories do more for trust and visibility than traditional ads.
In fact, 88% of Americans say access to fitness facilities is important in reaching their goals, with 61% calling it “very important”.
Plan for Sustainable Growth, Beyond Launch Buzz
Money matters, obviously. Beyond startup costs, there’s equipment maintenance, staff salaries, and those slow winter months when everyone hibernates. Building up cash reserves during busy periods keeps the lights on when business dips.
- Anticipate off-peak seasons (winter, holidays). During your busiest months, build a cash cushion.
- Use membership models and multi-session packages to stabilize revenue.
- Reward loyalty and long-term clients (discounts, perks).
- Hiring and retaining staff who know your clients deeply saves rework costs and maintains consistent service.
A franchise model can help scale more reliably. The U.S. gym, health, and fitness industry reached about $45.7 billion in 2025, with nearly 93,874 fitness businesses operating nationally. Many experts expect continued growth.
In franchise systems, proven operations, shared branding, and central support help reduce risk—without limiting your ability to localize your space.
Final Thought
A fitness business with heart and strategy has two big advantages: it contributes to community health, and it builds a sustainable brand. The sweet spot lies where thoughtful market research intersects with a genuine desire to help people move. Execute on both, and you won’t just build a business, you’ll spark a meaningful movement.
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