Institute of Personal Trainers


How to write a personal trainer business plan.

Business Plan

Why You Need a Personal Trainer Business Plan

Personal trainer business plan template, business plan step by step.

Personal Trainer Business Plan Conclusion

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How to Make a Personal Trainer Business Plan

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Personal training can be one of the most rewarding careers an individual can pursue. You get to connect with people on a meaningful level, you positively impact their lives, and you can work in a field that you are passionate about.

However, one of the biggest difficulties that derail many careers is the inability to turn a job as a personal trainer into a financially successful career.

One important skill that personal trainers should develop is the ability to develop a business plan that allows the personal trainer to set up and run a financially successful business.

How Do You Write a Personal Training Business Plan?

A business plan is a blueprint for how to take an idea about a potential business and turn it into something real. It is often a formal document that includes the goals of a business, the methods for attaining those goals, and timelines for when those goals may be achieved.

In the context of personal training, a business plan may be focused on developing a successful gym or personal training studio, or it may be focused on building a successful private online coaching practice .

One of the best places to begin with writing a personal training business plan is to ask and answer the following four questions:

1. Who are your clients going to be?

2. What are your services going to be and how are you going to deliver them?

3. What is it going to cost to run your business?

4. How are you going to make money?

Who are your clients going to be?

One of the best places to begin is trying to define who your clients are going to be as this is often one of the biggest differentiators. For example, if you are going to try and work with professional athletes your business model is going to look very different than if you are going to try and work with senior citizens. Why would they differ? Well, consider the following:

1. Professional athletes all live in major cities.

2. Professional athletes travel a lot and will require more remote work.

3. Professional athletes are a much smaller population so scaling the business may not be viable.

4. Working with professional athletes will require a lot more equipment.

These are just a few examples but identifying your core market is the most critical first step.

What services are you providing and how are you going to deliver your services?

Once you have identified your core audience and who your clients are going to be, the next question to answer is what services are you providing and how are you going to deliver your services? Are you going to do 1-on-1 private session personal training? Are you going to do group fitness ? Are you going to do small group fitness? Are you going to follow a specific training method (e.g., Zumba, CrossFit, Barre Method, Yoga)? Answering this question will help you define the overall scope of what your business is going to provide and help you define whether you need a physical space, how big of a space you might need, what equipment will be required, and if you will need to obtain a franchise or license to operate under a specific training model. Alternatively, depending on your scope of work and practice you may be able to run your business fully online.

What is it going to cost to run your business?

Before you start to think about how much money you are going to make, you need to understand exactly what it is going to cost to even run the business. All businesses cost money to run, but some business models require more capital than others. Developing a good understanding of your operating expenses is critical to developing a successful business plan. Here are some of the major expenses you may need to think about and include in your business.

Rent is often the largest expense for any personal training business. If you are running a small private 1-on-1 studio or have a small office for private consulting you may have a small footprint and keep rent relatively low. Alternatively, you may be looking to start a large gym that teaches big group classes and requires several thousand square feet of space which can be quite expensive. It is important to not overpay for rent as it will generally be your most expensive line item.

The equipment required to run your business will also vary substantially based on your core business model. If you are looking to open a yoga and Pilates studio you may need to spend your initial capital on yoga mats, blocks, and straps and replace them every 12-18 months. The initial expense here may be minimal. Conversely, if you are looking to open a large gym that teaches group classes following CrossFit or Olympic Weightlifting, you will likely need to invest tens of thousands of dollars to outfit your facility so you can even run your classes effectively.

NASM has a course on home gym design that can provide a lot of insight on this aspect of personal training. 

Utilities also need to be included in your business plan as you will have to heat and/or cool the facility if you choose an in-person business model, as well as provide water/plumbing, have the internet to run your business systems, and other miscellaneous utilities.

Operating the business will also include expenses. What software will you use to manage your client's information and billing? How will you run payroll if you have more than yourself as an employee? What will it cost you to clean and maintain the facility? Each business model will have different operating expenses, but they need to be thought through very carefully, as unexpected operating expenses can turn a profitable business into a financial nightmare quickly.

Insurance is a non-negotiable for any thoughtful business owner, especially in the personal training profession. Accidents happen and insurance will save your business when they happen.

Marketing will be the lifeblood of driving new clients through your doors. Without marketing your business your business will not grow. There are many different avenues to market, but they will all require money. Whether you use signs, social media ads, t-shirts, flyers, email marketing, websites, etc., it is incredibly important to include marketing in your business plan.

See How to Get Personal Training Clients for more. 

How are you going to make money?

Once you have fully thought through your business and what it is going to take to run that business, it is time to start thinking about how you are going to make money. There are a lot of different ways to go about generating revenue. Here are a few examples of how you can sell services and products to clients in various types of business models.

1. Sell subscriptions: whether you are looking to open a big box gym or a private studio, you can sell monthly subscriptions to clients.

2. Sell packages: this may look like selling year-long memberships or personal training packages.

3. Sell physical products: this may look like selling branded apparel, supplements, or workout aids (e.g., belts, straps, chalk)

4. Sell educational products: this may look like selling additional courses, seminars, or workshops to your client base.

It is also important to think about how you are going to price your services and how you present that pricing to your potential clients. Are you focusing on total client volume and a low-cost option? Are you focusing on a high-value, intensive training option that is a higher-cost option? Make sure you fully think through your pricing structures and how that might affect your ability to generate revenue.

Why Do You Need a Business Plan as a PT?

Now that we have worked through the core pieces of a business plan it should become apparent as to why you need a business plan as a Personal Trainer. Running a business has a lot of complexes moving pieces and the best way to be successful is to have a goal, a plan to reach that goal, and the actionable steps to help you get to that goal. A business plan lays out all of those components. While a business plan does not guarantee that your business will be successful, it does greatly increase the odds!

What is a Lean Business Plan?

A lean business plan can be thought of in three main ways:

1. A business plan that focuses only on the most important things (e.g., focus on improving the core services instead of spending valuable resources finding the perfect logo).

2. A business plan that minimizes unnecessary overhead (e.g., do you need a 6,000 sq foot state-of-the-art facility or does a 1,500 sq foot warehouse suffice).

3. A business plan that can be easily adapted as you grow and learn as a business owner.

Ideally, your lean business plan incorporates all three aspects.

Fitness Marketing Tips for Flourishing

Marketing is a necessity for all businesses; if potential clients do not know you are there, how can you expect them to become clients? There are a million different ways to market, and each business will need different tools and messages but there are a few core concepts that hold across almost all businesses. The first is to market to where your potential clients are. If you are targeting older, wealthier individuals for private 1-on-1 training sessions, spending your time, energy, and money on TikTok or SnapChat ads is probably not going to be effective. Conversely, if you are targeting high-school athletes for basketball fitness training, that might be the perfect place to reach your audience. The second is you must have a compelling offer. If your offer (product or service) does not resonate with people then you will have a difficult time marketing, as people will not find your services interesting enough to investigate it in more detail. The third is you must sell. Marketing is about raising awareness and educating your potential client, but you must actively sell to your potential clients. That is why one of the most common lines in sales and marketing is "ABC"... Always Be Closing.

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Reasons why you should become a wellness coach, brad dieter.

Brad is a trained Exercise Physiologist, Molecular Biologist, and Biostatistician. He received his B.A. from Washington State University and a Masters of Science in Biomechanics at the University of Idaho, and completed his PhD at the University of Idaho. He completed his post-doctoral fellowship in translational science at Providence Medical Research Center, Providence Sacred Heart Medical Center and Children’s Hospital where he studied how metabolism and inflammation regulate molecular mechanisms disease and was involved in discovering novel therapeutics for diabetic complications. Currently, Dr. Dieter is the Chief Scientific Advisor at Outplay Inc and Harness Biotechnologies, is co-owner of Macros Inc and is active in health technology and biotechnology. In addition, he is passionate about scientific outreach and educating the public through his role on Scientific Advisory Boards and regular writing on health, nutrition, and supplementation. Find him on LinkedIn!

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Create a Personal Trainer Business Plan in Six Steps


My personal training career began, as so many do, at a big box gym.

I worked my way up to management, then regional management, and eventually struck out on my own. Soon I opened a small gym, which progressively grew into a bigger gym over the next six years.

A natural evolution maybe, but no accident. It happened because I had a plan.

A business plan helps you stay focused. It puts you in control, leading you where you want to go, so you’ll end up happier and wealthier.

Yet lots of trainers don’t think to make one, or assume they don’t need one. You do. Taking the time to carefully craft a business plan can give you an edge, regardless of where you are in your career.

To help you get started, I’ve outlined a personal trainer business plan template with six basic steps:

Step 1: Write your mission statement

Step 2: assess the fitness industry and your competition, step 3: map out your revenue streams, step 4: plan for operating costs, step 5: create your sales and marketing plan, step 6: honestly assess your risk.

We’ll hit each of those in a moment, and share a downloadable worksheet for you to craft your own business plan. But first, you probably have a few questions.

What is a personal trainer business plan?

A personal trainer business plan is a written description of your business’s future. Think of it as your North Star. It will help guide every aspect of your business: services, products, people, location, competition, costs, and income.

Who needs a personal trainer business plan?

Anyone who makes a living as a personal trainer. Don’t wait until you’re self-employed. It’s never too early to think about your future trajectory, even if you’re still a gym employee.

What is a personal trainer business plan used for?

A business plan articulates what you do and why you’re doing it. Having it in writing helps you stay focused.

But depending on your needs and goals, you might also use it to impress potential investors, attract employees or customers, or deal with suppliers.

How long should a personal trainer business plan be?

A typical plan is about 10 to 20 pages, but there’s a lot of room for variation. It can be as simple as a few notes on the back of an envelope, or as complex as 50 pages with detailed projections and analysis.

What’s the purpose of your plan? If you’re trying to score financing, err on the longer side. But if it’s just for you, make it as brief or detailed as you like.

How do you start?

Easy: Just write. Tailor the language to your prospective audience. If you’re writing the plan for yourself, make it as casual as a conversation with a friend. If you’re writing it for a bank or private investor, be more formal. If it’s for clients, be professional, avoiding jargon or slang.

I remember agonizing over my first business plan, making a million revisions. I felt stuck because, as hard as I tried, my plan wasn’t perfect yet.

Then I realized something: Perfection isn’t possible, and you can’t let the pursuit of it keep you from moving forward.

The goal is to think about your personal training business in a more mature way. As you move through your career, stretching your abilities and learning from mistakes, you’ll gain the perspective you need to refine it.

Put another way, as you get better, your plan will too.

Personal trainer business plan template

This is two or three sentences explaining what your company aims to do, and why: “I help THIS group of people do X, Y, and Z. And this is why I do it.”

Don’t skip the second part. Clarifying why you do what you do is essential for setting your business apart. It starts with two things:

Core values are your personal beliefs: who you are, and what you stand for. Your training philosophy is what you believe about training.

Why is training people important to you? Why is the demographic you work with important? What are the two or three most important things you believe about training that are nonnegotiable?

If you can answer those questions, you’ll have a much easier time conveying your value to others, and creating a coaching avatar that helps people connect with you.

READ ALSO:   How to Get More Personal Training Clients

Before you can figure out where you fit in in the fitness industry, you first need to know what that industry looks like. That takes research into the two most relevant market tiers for fitness pros:

To understand what’s happening locally, hop online and look up all the gyms and fitness facilities in your area. Visit a few. Talk to the locals, and pick their brains about what they’re interested in and why they chose their current gym. Gauge sample size.

For a national perspective, you could turn to Google.

Now think about where you fit in, both locally and nationally. What gap do you fill? What do you offer that someone needs but no one else provides? An honest assessment of your strengths and weaknesses will help you find those answers.

Finally, determine your biggest threat. Think you don’t have competition? You do. Look at it this way: In the absence of your product or service, how do people fill that void? Where do they go? What do they buy? That’s your competition.

This one is simple. Just answer one question: How are you going to deliver your service? Will you train clients one-on-one, and also lead a group class a couple times a week? Or will you do small-group training at your gym, and supplement your income with online training ?

Start with only one or two income sources, and see how they work (or don’t work). Maybe you’ll find that one (like online training) generates enough revenue for you to focus on it exclusively. Maybe you’ll find that another (like teaching group classes at 6 a.m.) doesn’t pay well enough for you to continue. Maybe you’ll have so much success with one demographic or style of training that you’ll decide to create and sell a product related to it.

But don’t feel you have  to add revenue streams. Some of the most successful businesses in the world offer only one or two products. A sharp focus lets you excel at one thing. Sometimes that’s better than being kinda good at several.

READ ALSO:   Avoid These Mistakes When Building an Online Training Business

Jot down all the expenses you need to run your business: rent, equipment, insurance, software, business license, and any administrative fees. Add it all up, and you get your operating costs, the minimum income you need to exist. Keep in mind that some percentage of that income will go to taxes .

Now tackle revenue projections. Make a high-low chart, with one column for worst-case scenario, and another for best-case.

Your best-case scenario is what would happen if you absolutely crushed it, and kept a full book of paying clients all year. Your worst-case is the opposite, the least amount you would make if things don’t go according to plan.

Comfortable with those numbers? If not, rejigger the plan until you are.

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At Fitness Revolution  (where I work), we have something called the Triple-A Marketing Method : Assets, Arsenal, Action plan. Here’s how it works.

Over time, you’ll refine this section as you figure out what works and what doesn’t. But this is a good start.

There’s a reason why, in Step 4, I had you draw up a worst-case scenario alongside your sunniest projection. Too many personal trainers are overly optimistic, and write up business plans that assume things will always be awesome.

The problem with projecting 365 days of sunshine is that you’ll be blinded by the imagined glare. You won’t be ready for the bootcamps that get rained out, the clients who move on, the rent that goes up, or the car that breaks down.

Try pretending it’s your friend’s business plan. What would you say to that friend? Even better: Seek feedback from a fitness industry mentor or someone whose business advice you value. A neutral expert can give you much-needed perspective on the realities of running a business in an often-unpredictable world.

That brings us to risk. How much risk is written into your plan, and how much can you tolerate?

If you’re just starting out, your risk tolerance is probably pretty high, simply because you have less to lose. You could also pivot and try something else if your plan doesn’t work out.

But as your business grows, and you have more people who depend on you, the decisions will be harder, and your appetite for risk will probably drop.

Ready to get started? Click here to download our free Personal Trainer Business Plan worksheet.

What happens now?

A business plan is never complete. Even if you never need a detailed, professional version for investors, and you’re the only one who ever sees it, it’s still something you revisit as needed.

Every time your business shifts direction, your financial outlook changes, or you launch a new product, you’ll need to revisit your business plan.

But you don’t have to wait for a major change. Even a successful plan will eventually run its course, and need to be updated. If you think it’s time to revisit your plan, you’re probably right.

personal trainer business plan aims and objectives

David Crump

David Crump is a personal trainer, industry-recognized speaker, and fitness business consultant who helps other fitness professionals grow their business. He is the training and content manager for Fitness Revolution, where he oversees continuing education and all things start-up related. He has helped open at least seven independent fitness facilities in addition to his own, which he ran for six years. You can keep up with him at his website or on Facebook .

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7 Simple Steps for Writing a Personal Trainer Business Plan (with Templates)

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If you’re just starting out on your own as a PT, writing a personal trainer business plan is one of the most important first steps you’ll have to take.

Starting your own personal trainer business can be tough which is why our guide is here to help! We’ll run through the process step-by-step so that you feel prepared, giving some personal trainer business plan examples along the way!

In this article we’ll cover:

Why Do I Need a Personal Training Business Plan?

Step 1: write your personal trainer business plan summary.

Step 4: Perform a SWOT Analysis as Part of Your Personal Training Business Plan

Before you start with your PT business plan, there’s one thing you should always factor in, and that’s professional development.

With OriGym’s specialist Level 4 courses , you’re able to set yourself apart from the competition with a bespoke specialism, and ensure that your business can thrive in a competitive industry.

You can download our free course prospectus to find out more !

personal trainer business plan 1 image

Before we look in detail at the process of writing a personal trainer business plan, it’s vital to understand why you should produce one. 

In short, a personal trainer business plan acts as the guide for where your business currently is, where you aspire to be, and how you’ll get there.

As you can imagine, this is vital for establishing your business and plays an integral role in:

It’s easy to assume that you’ll be the only person who’ll see the business plan for your personal trainer business but it will play a vital role in securing external funding if that’s what you need.

You will have to show prospective investors what you plan to do with your business and outline every detail if you’re looking to secure money from a third party.

Ultimately your personal trainer business plan is an opportunity to showcase your brand and display what you’ll be contributing to the fitness industry. 

personal trainer business plan 2 image

Every successful personal trainer business plan should start with a summary. This is an overview for readers and potential investors, covering:

Despite it seeming simple, this is one of the most crucial parts of any business plan for a personal trainer because it’s the first impression you’ll make. 

You’ll need to summarise for the reader what you’ll be covering so they’ve got a good snapshot of your business and the service you will provide.

This personal trainer business plan example from CIBT Visas, a global financial company, is a great illustration of how it should be done:

corporate personal trainer business plan image

Just from this short section, we find out a few key points about CIBT, including:

This should essentially contain your personal trainer mission statement and what you intend your brand to achieve and fulfil!

Your next sections will expand on these key features, and offer a more in-depth look at what you do, and where you can take your business.

Step 2: Detail Your Qualifications on Your Personal Trainer Business Plan

certificate personal trainer business plan graphic

Following your summary, your personal training business plan should lead into a comprehensive inventory of your qualifications and certifications.

This serves a few different purposes. For any potential investors or banks, you’re proving that you’re well-positioned to provide a service to your clients.

Each qualification is an indicator to those who want to put money into your business that you’re a professional able to bring return on their investment with trustworthy expertise.

Each one is also an example of the different areas your business could branch into in order to grow and develop. For example, any specialist Level 4 master personal trainer courses you’ve completed  show a potential for advancement .

Become a Level 4 Qualified PT

Enquire to find out how to become a Level 4 Master Trainer

You should include a list of qualifications as well as where they come from. This will show that you’ve completed a course with a reputable provider and allows potential investors to see your credentials.

You should list them simply, like in our own personal trainer business plan sample below:

Diploma in Personal Training - OriGym COE Level 3 Exercise Referral - OriGym COE Level 4 Advanced Sports Nutrition - OriGym COE First Aid for Sports - British Red Cross CPD in Strength and Conditioning - OriGym COE

This list offers a comprehensive overview of our example PT’s qualifications, as well as where they were achieved. 

CPD fitness courses will also help demonstrate a wide ranging skill set and areas that your business could potentially branch into! 

Step 3: Pinpoint What You Want to Sell When Writing a Personal Trainer Business Plan

target personal trainer business plan graphic

Next up for your personal trainer business plan is detailing exactly what it is that you intend to sell and how you plan to cater to a particular audience and customer base.

This should be one of the most extensive sections of your business plan template. As a personal trainer you need to put trust in your services and your ability to meet other people’s fitness goals as well as those you have for your business.

This is your opportunity to detail all of your revenue streams and the different ways in which you intend to make money for your business.

This is also a way of illustrating why there’s room in the market for your business to cater to a particular demographic and offer a service that there’s a want or need for!

This may sound simple but plenty of trainers will miss out revenue streams from their personal training business plan, or don’t detail potential opportunities for expansion and selling other services or products.

Most PTs will have several revenue streams and you want to make sure you detail all of these without putting too much emphasis on the most lucrative ones.

For example, you don’t want to just detail your one-to-one training, despite it probably being your main source of income!

money personal trainer business plan graphic

Some of the revenue streams you might want to include on top of this are:

You also need to find your personal training target market . 

Something holistic like ‘gym goer’ is too broad and will hinder your ability to create marketing strategies and develop your business.

Your target market is the ideal customer and should be directly linked to the services you’re offering. 

You need to be able to show why you’ve chosen this demographic and how your product or service answers their specific needs.

Again, the more specific you can be the better. Some examples include:

menopausal personal trainer business plan image

We’ve written our own personal trainer business plan example for this particular section that you can use as a template:

My business offers one-to-one, bespoke, personal training sessions for women who are 40 years of age or older.  My services predominantly focus on helping women use exercise and nutrition to deal with the symptoms and stresses of menopause. My research suggests there is a huge need for a combination of services such as mine, offering nutrition and exercise programmes to help women with some of these issues. All of my qualifications uniquely equip me to work with this demographic to provide a much needed service. I offer nutrition sessions one-to-one, building recipes and selling them as a recipe guide, or working with individual clients to build bespoke nutrition plans. I also offer personal training sessions one-to-one or in groups with other women of the same age or same symptom experience.  Because of how common these issues are in this demographic there’s also a huge demand for seminars and educational sessions in partnership with women’s charities and other healthcare professionals. I provide consultancy on these issues as well as being available for talks and seminars online or in-person for various institutions.

This business plan template for a personal trainer company can be used as a jumping off point and fleshed out for your own brand!

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SWOT analysis personal trainer business plan graphic

The next thing you will need to perform for your personal trainer business plan is SWOT analysis.

Personal trainer SWOT analysis is vital for determining what you’re doing well and if there’s any sticking points, preventing your business from growing and developing as it should. 

SWOT stands for:

By performing these steps you’ll have an idea of how you can promote your USP and reinforce the other sections of your business plan, realising what gap you’re filling in the market.

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You’ll also be able to identify any room for improvement and things that you can do to allow your business to grow.

This will help you by identifying exactly what your next moves are and how you can grow your business moving forward.

This will also help to show potential investors that you’re aware of the challenges your business might face and how you’re prepared to meet them and adapt your business accordingly.

This makes you seem like a more trustworthy investment and somebody who’s aware of how best to return on that investment and grow your business and income!

Step 5: Outline Your Marketing Strategies in Your Personal Trainer Business Plan

marketing personal trainer business plan graphic

Another vital part of a business plan for any personal trainer is outlining your marketing strategies. 

This is vital for both you and any potential investors or collaborators. Here, you’ll outline the specific techniques and campaigns you will use to grow your business and gain new clients!

Showing your marketing plan will also reinforce your understanding of your target market because the particular strategies you use should be dictated by who you’re marketing to.

Identifying Your Target Market

target market personal trainer business plan graphic

If you’re writing a personal trainer studio business plan, what’s the age range of your prospective clientele?

As we mentioned earlier, you need to make sure you’re as specific as possible with your target market.

The more specific you can be about the demographic the more specific you can be in targeting them, based on their behaviour and interaction with different platforms.

Using Social Media Platforms Relevant to Your Target Market

social media personal trainer business plan graphic

You need to make sure you’re aware of which platform is most used by your target age range. 

This is so that you can demonstrate that you understand the best way to target this specific audience with your marketing. 

For example, Facebook tends to be used by an older generation of users so this should be one of the predominant platforms you use if you’re catering to an older age range.

If you’re targeting young women, for example, you should target platforms such as TikTok and Instagram that are dominated by this younger demographic.

However, some platforms such as Google are frequented by everyone and are a worthy investment no matter your target market.

Using Ads on Social Media

facebook personal trainer business plan graphic

You should also include information about any existing personal trainer marketing strategies you’ve implemented. 

This will show your progress and illustrate your understanding of including this in your SWOT analysis and your awareness of how best to reach your target market.

You can include a screenshot of any existing ads you have on social media but you also need to ensure you include details of any spending and your projected spends on future strategies.

You should also detail any spending you’ve already done for advertising and marketing efforts.

This should include the costs for the maintenance of your existing marketing strategies, as well as any projections for future ones such as getting PT referrals or affiliate marketing.

Showing the Impact of Your Marketing Strategies

impact personal trainer business plan graphic

You should also make sure you include figures you have about the impact of any existing strategies you have in place.

For example, you might show the reach and engagement of certain ads you’ve had on social media platforms.

This will show what’s worked already and support any request for funds if you can show how and to what end your budget for marketing has worked.

In terms of showing what you’ve already done, this might be simply including a screenshot of what you’ve already spent on your advertising and any leads or impressions generated as a result.

For example, here’s an image of the leads generated by our own Facebook ads within a month:

fb ad leads personal trainer business plan image

And here’s what it might look like to show what you’ve spent in order to generate those leads:

fb month spend personal trainer business plan image

This will show a potential investor that your existing spends have been successful and will be considered in terms of how much you can borrow or get.

This way you’re showing that what you’ve spent already has been successful and what you need to continue to spend in order to maintain that success.

However, you may not have already done any marketing in this way. If you’ve worked in a gym chances are you have to promote your own services but you might not have been solely responsible for things like ads and email marketing. 

If you’re just starting out, and this is the case, you should just include projections based on your market research.

Make sure to focus on the aforementioned factors, including any financial projections you can make. 

This way you’re still showing you’re aware of exactly what you need to do and what you need to monitor in order to have a successful marketing campaign!

If you found this section helpful, you can find out more about marketing your personal trainer business with some of our other articles below:

Step 6: Include Your Financial Plan and Projections in a Personal Trainer Business Plan

projections personal trainer business plan image

If you’re trying to secure money from a third party for your business, probably the most important sample of your personal trainer business plan is your financial projections.

The level of detail you include will depend on where you’re trying to secure funding from and how far into your business you are.

For example, this will look different for a personal training studio business plan than if your services are online or from home. 

It will also depend on some of the other features from our personal trainer business plan examples, such as marketing.

If you’ve only just started then your marketing costs will be projections rather than the screenshots we included in our own personal trainer business plan sample. 

You’ll need to detail not only what your expenses are or will be, but exactly how you see your business making and maintaining a steady financial flow.

No matter what your brand is, when you’re writing a personal trainer business plan you need to make sure you include the following crucial elements:

We’ll run through each of these now so you know exactly what they entail and why they’re important for any successful personal trainer business plan.

An Income Statement 

income personal trainer business plan graphic

An income statement is a crucial part of any business plan template and a personal trainer business is no exception.

This is a statement that shows how much money you’ve made after your expenses and taxes are deducted from your income. 

Any business will keep this anyway for tax purposes and it can be helpful to have those numbers in front of you when you’re looking at ways to grow or streamline your business.

This is especially useful for anybody looking to invest or support your business financially because it shows your business’s profit and success.

It will also show any losses made and where they’ve come from so you can make any alterations.

This will inform and reinforce other parts of your personal trainer business plan. For example, having these figures ready will help you with your SWOT analysis.

Throughout your career you will have to complete an income statement for your business every fiscal quarter.

However, when you’re starting out, and for the purposes of the personal training business plan, you should do one every month for a year where possible.

This will also depend on your personal trainer business registration because your taxes will depend on whether you’re a sole trader or a limited company.

You should check this or use a business plan template for your personal trainer income statement.

A Balance Sheet

balance personal trainer business plan graphic

Your balance sheet is a calculation of what you have versus what you owe, giving a sum that shows the equity of your business. 

On one side it will list your business assets, which are things you own and could be liquidated and turned into cash. On the other side it will show liabilities, which are what you owe.

Most people will have a mixture of short and long term assets, called ‘current’ and ‘noncurrent’. 

Current assets are those which you could turn into cash within the year so either cash you currently have or accounts receivable (invoices from clients who are yet to pay).

Noncurrent assets are those which you don’t expect to liquidate in the near future.

This includes things like equipment or, if you’re writing a personal training studio business plan, you’d include property on this list too.

This is only in the list of assets if you own the property, though. If you’re renting a space or you’re paying off a mortgage, this would be in the liabilities section.

Liabilities will mostly be related to starting your business and any loans or any costs you got on finance.

Being able to show a healthy balance of these two things is a vital part of your business plan as a personal trainer because it shows the financial health of your company.

Showing that these things are well balanced will demonstrate to a bank or any potential investors that you’re a trustworthy business and will be financially stable enough to repay any money lent.

You should subtract the amount of liabilities from your assets to show the equity of your company.

A Cash Flow Statement 

cash flow personal trainer business plan image

Any business plan template for a personal trainer business should also include a cash flow statement. 

This is similar to an income statement but instead of just showing how much money you have after your outgoings this calculates the ‘flow’, i.e how much you have consistently coming in and out of your business.

Ideally, you want to be able to show that the flow of money is always positive, meaning you take in more money than you’re spending on expenses. 

Including this in your business plan serves a similar purpose to an income statement in regards to the SWOT analysis too.

Having these figures showing the cash flow will help you identify what’s working best to make money as a personal trainer , and where you could improve or cut back on expenses. 

The cash flow statement should show where your money is low and where there may be a surplus, meaning you have some opportunity to spend or redistribute some funds.

Having these figures will not only help you adjust your business but will also give a good indicator to investors or potential lenders of your financial stability as a business.

Step 7: Conclude Your Personal Trainer Business Plan with a Closing Statement

tick personal trainer business plan graphic

Last but not least, you should end your personal trainer business plan with a closing statement.

This will serve a similar purpose to your summary from step one but you can now summarise based on everything from the other sections.

This will act as a conclusion and an indication of where your business is up to and what you see as the next important steps.

This will help you to decide what you want to do with your business and the most immediate concerns and actions you need to take.

This will also act as an indicator to investors and lenders that you understand and know what to do with the data from previous sections.

If you can assess your business and read through your PT business plan to make some decisions, this reinforces your understanding of your business and your trustworthiness as a business owner!

After all, in any sample personal trainer business plan this is your opportunity to summarise your successes and illustrate that you understand how to fix any issues, and adjust accordingly.

Before You Go!

Hopefully now you’ve seen our personal trainer business plan examples, you feel ready to start writing your own!

Don’t forget you can grow your business by learning new expertise and skills and offering new services. 

Written by Jessie Florence Jones

Jessie has a 1st class honours degree in English Literature from University of Leeds and an MA in English Literature from Durham University. Naturally Jessie has a real passion for writing especially about film, culture and wellbeing. Outside of writing she loves hiking, country walks and yoga, which she has been doing religiously over lockdown.

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Everyone knows the importance of setting goals. As personal trainers, we’re constantly revisiting our client’s health and fitness goals to establish the right plan and steps to get them where they want to be. But when it comes to our own personal and business endeavors, we often forget about the importance of setting goals.

Whether you’re a beginner or experienced personal trainer, setting effective goals is crucial for your career’s success.

In this article, you’ll learn how to set realistic goals for your personal training business and career.

Three Important Goals to Set as a Personal Trainer

Before you start marketing your personal training services to new prospects, it’s important that you set specific goals designed to keep you on track.

Your goals give you a sense of direction and purpose. Without them, you may not know which steps are actually moving the needle forward. As a personal trainer, we recommend setting three separate goals - short-term, long-term, and revenue goals.

#1. Long-term Goals

Long-term goals give you direction, a better understanding of possible roadblocks, and a sense of greater purpose. These are specific results you’d like to achieve over 5 to 10 years and act as the final destination of all your efforts.

Rather than spending 4 hours in front of the TV after training your clients, regularly revisiting your long-term goals will fire you up and encourage you to take action.

It’s crucial that you know exactly what the long-term outcome of your actions will be.

If your end goal is to run your own million dollar personal training business with other trainers working for you, you can then break this long-term goal into several, smaller goals to get crystal clear as to what needs to be done daily.

#2. Short-term Goals

Short-term goals allow you to “stay on track” with your daily tasks so you know exactly what you have to do to achieve a specific result within a short deadline.

One of the most effective approaches for short-term success is by setting 3-month goals. By doing so, it becomes much easier to determine which actions you must take on a daily basis to move you forward and reach your desired outcome.

Setting short term goals is a fantastic way to boost your motivation and keep you on track with what needs to be done day in and day out.

For example, if your goal is to sign 12 new clients in 3 months, you simply break this goal up into monthly, weekly, and daily tasks such as reaching out to 10 new prospects every day.

Learn What It Takes To Become a Personal Trainer

#3. Revenue Goals

We encourage establishing a monthly and yearly revenue goal.

To find out your revenue goal as a personal trainer, you should first determine how much you’ll want to make yearly. If you want to make over $100,000 a year, you would need to make around $60 an hour and bill 40 hours a week.

You can then divide that number by 12 to determine how much you’ll make per month, in this case, $10,000 a month. To make things even more clear, divide $10,000 by 30 to see how much you need to make each day to hit your yearly revenue goal.

How to Set SMART Goals

You’ve likely already heard of SMART goals before, but have you applied it to your personal training career goals?

Setting SMART goals for personal training is a highly effective way to get a crystal clear picture of what you want to achieve and acts as a great motivator to help you push forward when things get difficult. This acronym stands for specific, measurable, attainable, relevant, and time-bound.

Let’s dive into each category and how you can apply SMART goals to your personal training career:

#1. Specific

Your goals should be laser focused and well defined. The more clear your personal training SMART goal, the easier it is to get to where you want to be. When you’re drafting your goals, the more specific, the better. Answer these questions to help you gain more clarity:

A specific goal as a personal trainer could be, “I want to sign 5 additional weekly clients by the end of Q1 so that I can quit working for a commercial gym and make a six-figure income on my own terms.”

#2. Measurable

Tracking your progress every step of the way will hold you accountable and it’ll help you figure out what actions are moving you towards reaching your goals.

Measurable goals should address how much money you want to make, how many more clients you want to land, and a specific date in which you’d like to achieve these metrics.

There are several apps and software that can help track your progress with your personal training career goals. If technology flusters you, even a simple excel sheet or notepad will suffice.

Having a goal to make more money is too broad whereas signing 3 additional clients in the next month is a better, measurable goal. Another measurable personal trainer goal could be, “I want to make an extra $10,000 by the end of the year by landing 10 extra clients”.

#3. Attainable

Make your goals large enough to motivate you but small enough that you can actually achieve it.

A lofty, seemingly impossible goal would only end up discouraging you. Setting the goal to become a successful gym owner with 3 different locations and making $1 million a year immediately after graduating as a certified personal trainer is a little too far out of reach.

A challenging but realistic goal would be to land 4 new clients by the end of 3 months after getting certified .

#4. Relevant

Keep your goals targeted and consistent. This step focuses on ensuring your goals are in alignment with your other personal training career endeavors.

If you want to quit working for a commercial gym and establish your own personal trainer business, asking to work more hours for your boss won’t be in alignment with your entrepreneurial goals.

Relevant goals include landing more clients, increasing your rate, furthering your specialized education, and creating more effective workout plans for your clients

#5. Time Bound

Always have a deadline with your goals. The sense of urgency that comes with having a specific deadline push you to take more action.

We recommend setting multiple short term goals and one or two long term goals to keep you on track.

A goal of landing 4 new clients in the future is too broad. A better, time-bound goal could be, “to land 4 new clients by the end of February”.

Re-Evaluate Your Goals

It’s important to take a step back and determine whether or not the actions you’re taking daily are putting you on the right track towards success.

We encourage personal trainers to re-evaluate their quarterly goals on a bi-weekly basis and yearly goals on a monthly basis. Long-term goals can be re-evaluated yearly.

Set New Goals

Your goals will be constantly changing as you advance in your career.

When you’ve reached a specific short or long term goal, make sure you set new, more challenging goals to pursue. This will help prevent you from getting complacent.

Think about setting new goals on a monthly or even weekly basis. If you want more clients, then spend some time determining the actions you have to take every day to reach your desired outcome.

Goals are Vital to Your Personal Trainer Business Plan

If you’re working for yourself, having a business plan in alignment with your goals is crucial. The busier you get with your business, the less time you’ll have to spend doing the activities that will grow it.

Without a proper plan in place, the chances of you being lost in the mundane tasks that don’t push you forward will increase and you’ll find yourself hitting a ceiling with your business.

For example, if the goal is to have your own gym with other trainers working for you, your business plan will give you more clarity as to what steps you need to take to reach your desired outcome. In addition, if you need a loan from a bank or investors, they’ll need to see your business plan before they consider lending you money.

Bottom line: Creating a business plan will allow you to build your personal trainer business to new heights and help you understand where you should be allocating more resources to take your business to the next level.

Having Crystal Clear Goals Can Take Your Personal Training Career to the Next Level

Setting realistic goals will guide you in the right direction and keep you motivated no matter how hard things get.

Between prospecting for new clients, getting existing clients results, and billing more hours, setting SMART goals can help you stay on track so you know exactly what steps to take on a daily basis to reach your specific target.

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Personal Training Business Plan Template

Written by Dave Lavinsky

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Personal Training Business Plan

Over the past 20+ years, we have helped over 500 entrepreneurs and business owners create business plans to start and grow their personal training companies.

If you’re unfamiliar with creating a personal training 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 personal training business plan step-by-step so you can create your plan today.

Download our Ultimate Business Plan Template here >

What Is a Business Plan?

A business plan provides a snapshot of your personal training 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

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

Sources of Funding for Personal Training Businesses

With regards to funding, the main sources of funding for a personal training 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 personal training companies.

How to Write a Business Plan for a Personal Training Business

If you want to start a personal training business or expand your current one, you need a business plan. The guide below details the necessary information for how to write each essential component of your personal training 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 personal training business you are running and the status. For example, are you a startup, do you have a personal training business that you would like to grow, or are you operating a chain of personal training businesses?

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

Company Overview

In your company overview, you will detail the type of personal training business you are operating.

For example, you might specialize in one of the following types of personal training businesses:

In addition to explaining the type of personal training business you will operate, the company overview needs to provide background on the business.

Include answers to questions such as:

Industry Analysis

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

While this may seem unnecessary, it serves multiple purposes.

First, researching the personal training 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 personal training business plan:

Customer Analysis

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

The following are examples of customer segments: individuals, schools, families, and corporations.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of personal training business you operate. Clearly, individuals would respond to different marketing promotions than corporations, for example.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regards 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 personal training businesses.

Indirect competitors are other options that customers have to purchase from that aren’t directly competing with your product or service. This includes other types of trainers, coaches, gyms, and fitness programs. You need to mention such competition as well.

For each such 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

With regards 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:

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 personal training business plan, your marketing strategy should include the following:

Product : In the product section, you should reiterate the type of personal training company that you documented in your company overview. Then, detail the specific products or services you will be offering. For example, will you provide lifestyle training, boot camps, or performance training services?

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 personal training company. Document where your company is situated and mention how the site will impact your success. For example, is your personal training business located in a busy retail district, a business district, a standalone gym, or purely online? Discuss how your site might be the ideal location for your customers.

Promotions : The final part of your personal training 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:

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 personal training business, including answering calls, planning and providing training sessions, billing customers and collecting payments, etc.

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to book your Xth session, or when you hope to reach $X in revenue. It could also be when you expect to expand your personal training business to a new city.

Management Team

To demonstrate your personal training business’ 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 personal training 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 personal training business or successfully running a small fitness class.

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 see 5 clients per day, and/or offer group training sessions? 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.

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 personal training business, 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.

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 personal training business:

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 testimonials from happy customers.

Writing a business plan for your personal training business 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 personal training industry, your competition, and your customers. You will develop a marketing strategy and will understand what it takes to launch and grow a successful personal training business.

Personal Training Business Plan FAQs

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Personal Trainer Business Plan – Free Download

personal trainer business plan - free download

Use this personal trainer business plan as your template to create the best personal fitness facility in town that’s also a thriving, profitable fitness business! This personal trainer business plan includes market analysis, strategy, more.

Download this Personal Trainer Business Plan free for easy editing in Google Docs, Microsoft Word or Apple Pages:

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Table of Contents

1.0 Executive Summary


BuffUp Lake Oswego is a franchise of BuffUp, Inc. BuffUp is the principal strength and conditioning program for people of all shapes and sizes, from the highly specialized combat warrior to the grandmother trying to build enough strength to pick herself up after a fall. This is a fitness program that is, by design, broad, general and inclusive. Our franchise is a limited liability company located in Lake Oswego, Oregon. This personal trainer business plan describes the business opportunity, strategy and tactics to build a thriving business.


BuffUp Lake Oswego provides individuals the opportunity to exceed their fitness expectations.  This is delivered through expert coaching, high-quality equipment, convenient scheduling and exceptional exercise programs.

When a person exercises in a group, has fun and uses everyday functional movements; he or she is far more likely to exercise more often, eat better, have less injuries and lose weight while gaining muscle mass. Our program is provides all of the elements necessary for participants to achieve their fitness goals.


As this personal trainer business plan shows, the market for fitness training reflects the demographics and standard of living in much the same way that the major gyms and personal training facilities are segmented. In general, BuffUp attracts adults in the 30 to 60 year old range, who either live or work in the area.  Lake Oswego has roughly 96,000 people that fall into that range. Of course, BuffUp will appeal to many persons beyond this group, but this is our strongest market segment.


BuffUp Lake Oswego will leverage its alliance with BuffUp Inc. to help gain early customer traction. Prior to opening the facility, a free training program in a local park will be offered, which will help spark interest and will illustrate the type of training that is available. The company will have a heavy web presence, led by an online blog that will form a community among the members of the club, as well as attract new members.


Brian Ortiz and Jake Austin are the founding partners of BuffUp Lake Oswego. They have participated in other BuffUp franchises for several years, and both are certified as BuffUp trainers. They also have business backgrounds, as well as a strong network of clients that are interested in the service.

workout training partners


BuffUp will acquire 85 customers in the first year, which will generate approximately $125,000 in revenue. Our projections for this personal trainer business plan is that the client base will continue to grow by 100 customers each year until the maximum capacity is met in year 5. Recurring revenue is a critical part of the business model. The company will be cash flow positive in the first year.


BuffUp Lake Oswego is seeking $45,000 through a line of credit that will be used to secure a facility, equipment and for marketing expenses. This line of credit will be paid off within the three years.

2.0 Company Summary


BuffUp Lake Oswego is a franchise of BuffUp, Inc. BuffUp is the principal strength and conditioning program for people of all shapes and sizes, from the highly specialized combat warrior to the grandmother trying to build enough strength to pick herself up after a fall. This is a fitness program that is, by design, broad, general and inclusive. We do not specialize. We generalize. Sports, combat, survival and life reward are just a few of the accomplished goals of our program.  Our program utilizes the ten standards of fitness; cardiovascular/respiratory endurance, stamina, strength, flexibility, power, speed, coordination, agility, balance and accuracy.  It’s very hard exercise that works!


BuffUp Lake Oswego is currently registered with the Secretary of State (Oregon ) as a limited liability company under the name “The BOJT Company, LLC”.  We plan on operating as “The BOJT Company, LLC DBA BuffUp Lake Oswego”.


BuffUp Lake Oswego is located in Lake Oswego, Oregon.  We will be occupying roughly 2,200 to 3,000 square feet of light industrial space. Service and sales area: 200 square feet.  Workout space: 1500 to 2000 square feet.  Office: 200 square feet.  Restrooms: 300 to 600 square feet.

3.0 Products and Services



One-on-one coaching (Fundamentals): Each client must attend five one-on-one sessions with our BuffUp Level 1 certified coach. Within those five sessions, the client will learn the basic techniques to successfully complete a group WOD (workout of the day). These basic techniques include:

Cost: $250 (one-time fee)

Group WOD’s: After clients go through one-on-one training, and have shown that they are proficient in the basic moves, they can join our group WOD’s. These workouts include some, if not all, of the aspects of the fundamentals class. Each workout will be varied in intensity and in the techniques used. Clients will be timed and expected to push their mental and physical limits every time they enter the facility.

Cost: $150 per month or $1800 per year.

personal fitness business plan


While there are many fitness alternatives, such as gyms, biking, hiking, organized sports and personal trainers, BuffUp has few competitors. We offer the benefits of private training at a cost comparable to gym memberships.

There are several national chain gyms in Lake Oswego, but only 24 Hour Fitness is within our immediate area. BuffUp Lake Oswego will open its doors close to a 24 Hour Fitness location with the intention of attracting some of its customers.

Additionally, as described in the Marketing Strategy of this personal trainer business plan, no other competitors are actively engaging with their clients and prospects daily through educational content via social media. Most of the posts by the competition revolves around self-promotion. Our focus is on the client, who is the center of BuffUp’s brand development strategy, so our structured and automated approach to educational and inspirational coaching content can overshadow our competitor’s marketing efforts.


BuffUp Lake Oswego will eventually shift the way society views fitness.  People buy our services because we capitalize on every flaw a “global gym” has to offer.  BuffUp offers real one-on-one coaching each and every time a person comes into the facility at a fraction of the cost of a “global gym”.  Most gyms offer personal training for $50-$100 a session.  Our gym charges $150 per month for unlimited sessions.

Our facility creates workouts that compound full body movements.  These workouts are fun, very intense and can be scaled to all ages and experience levels.  The typical “global gym” caters to the bodybuilder types that have no functionality to what life can throw at you.  Our gym doesn’t use expensive, useless machines that isolate each muscle, thereby creating uneven muscle balance.  BuffUp gives each individual an opportunity to lose weight, gain muscle mass and regain the agility and balance once enjoyed a child.

BuffUp Lake Oswego will establish the first BuffUp facility in our city, and we acquired exclusive rights to open future BuffUp locations in the area.


In the future, BuffUp Lake Oswego will open additional locations to meet the needs of our area.

We are also studying the possibility of expanding into physical education programs and sports programs in area schools.  This would be done as a consulting business or a contract for services.

We also plan to build an online store featuring the merchandise offered at our facility and other items.  We will also host specialty seminars on nutrition, Olympic lifting, etc. These additional revenues will add to our bottom line.

4.0 Market Analysis Summary


The market for fitness training reflects the demographics and standard of living in much the same way that the major gyms and personal training facilities are segmented. Below are listed market segments based on the usual demographics seen in today’s fitness industry:


BuffUp appeals to adults in the 30 to 60 year old range, who either live or work in the area.  Lake Oswego has roughly 96,000 people that fall into that range. Of course, BuffUp will attract people outside this group, but this is our strongest market segment, which is why all of the tactics in this personal trainer business plan are targeted at this demographic. As stated above, our minimum required population within 5 miles should be 50,000 people.

Our population within 5 miles is 232,647. Average household income should be $75,000 or higher.  43.6% of the population either meet or exceed $75,000. More than 15% of the US population has a gym membership, and more than 67% of those with memberships aren’t satisfied with what they have and don’t go on a regular basis. BuffUp Lake Oswego realizes that with quality services and exciting workouts, we can capture at least 1% of the 34,897 people with gym memberships within a 5-mile radius of our location. This equates to 348 new members, which exceeds our goal of 200 members.

market size

When doing research on the fitness industry, we’ve found that there is a definite shift from the ordinary workout session (weights and running) to the increasingly popular group sessions. These workouts have proven to be more effective and enjoyable for participants.


The SWOT analysis provides us with an opportunity to examine the strengths and weaknesses BuffUp Lake Oswego must address. It also allows us to examine the opportunities presented to BuffUp Lake Oswego as well as potential threats.


5.0 Strategy & Implementation


BuffUp Lake Oswego will build and provide the only fitness facility truly dedicated to solving the fitness needs of our customers.  This will be done through providing the highest quality equipment available, constantly keeping our staff up to date on certifications, providing a clean and crowd-free gym.

personal fitness plan


Our website gives our customers an opportunity view current information on special events, schedule training, buy products and participate in an online fitness community. will be promoted on all of our flyers, business cards and promo pieces.  We are linked to (main site) and to over 750 franchises around the world. is nearing its completion date.  We will maintain a simple and classy site.  The website logos and graphics share the same artwork found on our signage and marketing materials.  Our managers will maintain the website. MindBody will provide the programming for all the billing and scheduling done through our website.  As part of our package with MindBody, technical support will be included.


Our marketing activities include the following:


For the gym goers that aren’t satisfied with their fitness routine, BuffUp Lake Oswego provides high intensity exercise that WORKS! Unlike 24 Hour Fitness or Bally’s Total Fitness, BuffUp is fast, fun and extremely effective.

Client Engagement:

As with many businesses today, our social media activity is a fast and efficient way to stay top-of-mind with our clients. Since creating social media posts, including blog articles and guides that our customers will find useful can be time-consuming, we will license private-label rights content, PLR Coaching Content , that is designed specifically for our market.

This will save time and money while allowing us to stay engaged daily with our audience. We will use a WordPress content autoloader to pre-load several months of motivational quotes, inspirational articles, nutritional guidance and more onto our website to free up our team’s time to focus on supporting our customers and still maintain online engagement.


BuffUp Lake Oswego’s promotion strategy consists of word of mouth, email promotions and local advertising (newspaper, school flyers and non-profit organizations). We will also do regular lead-generating exercises in local parks.

We will make presentations to athletic directors and coaches of the local high schools and colleges. Since our background is in public safety, we will also present this program to our local public safety officers, such as police and fire personnel. We will actively participate in the local Chamber of Commerce and enter our members in local fitness events.

Our biggest promotional tool besides word of mouth comes from our website. Our website is linked to the main BuffUp website that generates millions of hits throughout the year. When customers are looking for fitness programs, they will usually find themselves going through the BuffUp main page and then searching for a gym near them. If they live in Lake Oswego or nearby, the site will recommend our website, which gives the customer everything they need to join our club.


To acquire customers regularly, this personal trainer business plan outlines our unique marketing strategies that focus on awareness and personal touch.

Every Saturday, BuffUp Lake Oswego will meet at a park and invite all current members to bring friends and family to participate in a workout.  They will learn the basic moves and complete a WOD or Work Out of the Day.  This gives new individuals a chance to experience what BuffUp is about and shows them how effective the program is.

Guests will fill out a contact card and will be followed up on at a later date with invites to come down to our facility and a link to our website where they can find videos and blogs that support our fitness community.

This marketing strategy allows us to generate many leads and gives potential customers a chance to actually try something before they buy. This strategy will continue for the live of our business. Most current BuffUp businesses have done this and have found great success doing so.


BuffUp Lake Oswego is affiliated with BuffUp Inc.  BuffUp Inc. promotes the fitness programs of all franchisees.  Since 2001, this company has grown tremendously.  As a franchise, we are tied into over 720 like-minded facilities throughout the world that are becoming increasingly popular.  This internet community allows thousands of people to become exposed to our program.

group fitness classes


Our team will focus on marketing, leading classes and continued education. All staff members will hold a BuffUp Level 1 certification.  This instructor/trainer course insures that all employees have demonstrated the ability to teach the BuffUp Method. We will constantly improve our teaching methods through continual participation in certification courses in all aspects of fitness training and nutrition.

Our primary goal is to create a community committed to elite functional fitness.  Our monthly objective is to generate at least 20 new members. This will allow us to become a profitable fitness business.

We aim to open and run a facility at full capacity within the first two years with 150 to 200 members.


The owners of BuffUp Lake Oswego are establishing this business as a cash flow company for themselves and as a vehicle to pursue their passion for fitness. BuffUp will provide adequate dividends to the owners, as well as generate enough revenue to pay off the initial loan in the first three years. The owners may exit the business through an acquisition by another BuffUp affiliate or a larger fitness chain.

6.0 Management Summary


The company will follow a hierarchical structure with Brian Ortiz and Jake Austin at the top as co-presidents and Mrs. Hannah Ortiz and Mrs. Miranda Austin as facility heads.  The sales, advertising, workouts, expenditures and Q&A will consist of only those individuals until such time as growth of the company will require more people.  This is anticipated to occur in year two to four.


BuffUp Lake Oswego must have a level 1 BuffUp certification to train all members.  Both owners/presidents hold this minimum requirement, and our management team will be fully certified within the next six months.  All potential employees will be required to hold that certificate.  Payroll and accounting issues will be completed by our managers and cleared by a co-owner.

Brian Ortiz and Jake Austin have participated in other BuffUp franchises for several years, and both are certified as BuffUp trainers. They also have business backgrounds, as well as a strong network of clients that are interested in the service.

7.0 Financial Plan


BuffUp Lake Oswego requires $45,000 to begin operations. This will be in the form of a line of credit secured from a bank and personally guaranteed by the owners.


The funds requested in this personal trainer business plan will be used to lease a commercial space and buy necessary exercise equipment. Marketing expenses and initial accounting software will also be purchased with these funds. A portion of the funds will be used for operating expenses until profits are realized.


BuffUp will officially open in January 2009. First year revenues are projected to be $129,375. Revenues will grow to $382,800 in year 5. During the same period, net profit will grow from $36,700 to $186,460.

Details are provided in the attached income statement.

The business will reach break-even once it generates 36 monthly members. BuffUp will become profitable before the end of its first full year.


The business will maintain primary assets of equipment and cash. The business will work hard to reduce liabilities with the goal of paying off all liabilities by the end of our third year.


These projections are based on the assumption that fitness trends will continue and competition will remain relatively the same.

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Personal trainer business plan

A personal trainer business plan is your opportunity to set your business goals and detail the operations of your business. It's a useful asset if you're looking to attract investment or plan for the future.

September 11, 2019

A business plan is a fantastic way to structure your goals as a personal trainer, and it helps you to outline the actions that you’ll need to take to reach those goals. For example, if you have a goal of making X amount of money, or to obtain X number of clients, as with many things in life, setting out a structure can be a great way to motivate you. It’s all about reaching your goals as a personal trainer, and ensuring you’re confident in how you’ll achieve it.

What is a personal trainer business plan

A business plan is a document that outlines your business, the key objectives and goals, the means to achieve said objectives and information such as your finances and company structure. Business plans are often used for attracting investment, but they’re also a great tool for personal trainers who want to plan the growth of their business, map out their approach, and to understand if their business is realistic.

For personal trainers, this means detailing information such as the kind of client you’re going to train, the type of training you offer, considerations for secondary sources of income such as sponsorship and ultimately, how you can scale your business to achieve what led you to become a personal trainer in the first place.

Benefits of a personal trainer business plan

If you’re not sure on whether it’s worth your time to complete a business plan, here are some of the key benefits you can expect to realise from the exercise:

What information will be included in your personal trainer business plan

There are many variants of business plans, but we’ve pulled together the sections that we think are best suited to any personal trainer looking to plan and strategise their business. Here’s what you’ll be putting down on paper.

Executive summary

This is a summary of your entire business; keep it short, sweet and at a maximum of two pages. Anyone reading this should want to learn more about your business and be able to understand what you’re offering, the goals you wish to achieve, and how you’re going to make them happen. You may find it easier to complete this section last. You’ll likely have new ideas or change your mind about certain aspects of your business as you progress through the plan.

Business overview

This section is for generic information such as the name of your business, where you’ll be training, your target clients and any specialisms you plan to offer. For example, if you’re only offering online personal trainer services, this is where to reference that. If you’re only operating out of a single gym premise, list it here. Don’t go into too much detail about each point as you’ll explain them more in later sections.

Services and products

Your services and products section is where you’ll go into more detail about what you’re actually offering. By this, we mean what will be bringing revenue to your business. This could be solely through training clients, or you may have an interest in pursuing brand sponsorship or even selling branded products to your clients. 

Ultimately, it’s up to you and what you find works well with your style and client base. Will you be offering classes, 1-1 sessions, group training or is your focus on a single high-competing athlete? You can also use this area to detail future ideas you may have. For every product and service you list, include why this is a benefit to your business or your reason for offering it.

Barbell Shoulder Press In A Gym

Market analysis

Market analysis is your way of understanding the market you’ll be operating in. It’s an important part of your personal trainer business plan as it may help you to uncover new ideas. Be realistic with your analysis. For example, if you offer highly specialised training, you’ll only have time for so many clients, and therefore you should be charging more.

Here’s what this section should achieve:

Marketing strategy

If you have any plans for marketing, this is the place to detail them. If you’re not sure whether marketing is right for you, or you wouldn’t know where to start, we’ve written an entire guide on digital marketing for personal trainers which will give you all the information you need to promote your business online. Not all marketing efforts have to cost apart from the time needed from you to get them done. For example, you can create trial workout programme within the Fitr Training platform and easily share it with a link, giving potential clients the chance to try before they buy, and helping you to get in front of people. Marketing can be the difference between attracting those few extra clients that help you achieve your goals. Make sure you include any marketing costs into your financial plan!

Competitor analysis

You may be friends with other personal trainers in your area, and while you may not see them as your competition, your business and theirs may overlap. You don’t need to conduct a rogue operation to learn about their pricing or try to poach their clients. You should take the time to understand what they’re doing and what works for them, or what they’re not doing that could work for you. Learning from your competition will help you to refine your business not only in a way that will help you to achieve your goals, but it’ll help you build something personal to how you think it should be done. Remember - if you’re good friends with your competition, you can always consider teaming up and launching a brand!

Your operations section should outline the things that define how and when your business runs. For example, your hours, the locations you’ll train at and the equipment you need to get the job done. 

Think about what you’ll do on a day to day basis and get this down on paper. If there are periods where you won’t train, or if you’re not available during seasonal periods such as Christmas, outline this here. Explain how you’ll keep track of who you train, any stock levels if you’re selling products, how long each day you expect to travel, how you’ll travel etc. Bear in mind also the technology you may need to use for part of your business, such as for processing payments or online personal training software.

Company structure

This section is one of the easiest; you need to define who is involved with your business and the role they have. If it’s only you, then you just include yourself. But, if you’re looking to launch a brand or representing a gym that’s involved in your business, this is the section where you mention everyone involved and the part they play.

If you have any future plans and you can envisage where you’d like to take your business in the future, then work this into your company structure section. It’s beneficial to show how your business will develop alongside your service offerings based on growth. Within this, include how your company structure may adapt to accommodate the change in business operations.

Financial Planning For Your Personal Trainer Business Plan

Financial plan

Your financial plan is where you get down to the nitty-gritty of the money side of your personal training business. Accuracy is essential here, and if you’re not realistic, your financial plan won’t be as useful for you. If you’re not able to confidently predict your finances, it can affect many other elements of your business, and even your personal life. Your financial plan will map out your income, outgoings and the difference between these figures on a monthly basis. If in doubt, use sensitised numbers as you’ll benefit from slightly overvaluing that expecting more income than is likely.

As you continue to build upon your financial plan, you’ll have an entire sheet of historical figures to reference which will make financial planning easier and easier as you move forward. You’ll also use this section to predict and set objectives for earnings at specific time periods. How you approach this is up to you; setting annual objectives are realistic, but you may wish to do them quarterly to allow you to adapt your operations if things aren’t going as planned.

For example, these are the type of elements you’ll build into and consider for your financial planning:

When you create your financial plan, we recommend that you use a programme such as Microsoft Excel or Google Sheets. They’ll make your life much easier, and you can keep them up-to-date. Make all of your updates within these programmes and copy and paste the information into your business plan.

Summary of a personal trainer business plan

To summarise, a personal trainer business plan is your chance to map out everything that makes up your business. We think it’s a valuable asset for anyone from personal trainers to gyms looking to reach objectives. If you’re considering implementing an online training element to your plan, you should check out the service we offer people in your position. Using our platform, you can handle every element that comes with online personal training in a single place. Check out the Fitr Training features here if you’re interested.

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How to Create a Personal Trainer Business Plan

Oct 24, 2022

By Tim Saye

personal trainer business plan aims and objectives

A personal trainer business plan is a necessity for success.

What is a personal training business plan, why do you need a business plan for your personal training company, 9 steps to follow when creating a personal trainer business plan., step 1. write your mission statement..

personal trainer business plan aims and objectives

Step 2. Conduct research on the fitness industry and your competition.

personal trainer business plan aims and objectives

Step 3. Determine your value proposition.

personal trainer business plan aims and objectives

Step 4. Outline your business structure.

personal trainer business plan aims and objectives

Step 5. Put together a marketing plan.

personal trainer business plan aims and objectives

Step 6. Address product and service offerings.

personal trainer business plan aims and objectives

Step 7. Put together a financial plan.

personal trainer business plan aims and objectives

Step 8. Assess risks effectively.

personal trainer business plan aims and objectives

Step 9. Establish an implementation plan.

personal trainer business plan aims and objectives

Secure the future success of your business with a personal trainer business plan.

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