The ultimate guide to starting a gym business

Created in partnership with Independent Gyms UK & Ireland, this is your guide to starting a gym business. It includes insights and inspiration from gym owners who’ve built successful businesses. And advice from trusted partners to owners.

Ready to turn your passion for fitness into a thriving business? Considering starting your own gym business as an investment opportunity? Curious about taking your existing fitness career to the next level through gym ownership?

Either way, you’re in the right place!

Opening a gym can be rewarding – but it’s not without challenges. Before you take the leap, this guide will help you work out if it’s the right move for you.

In this guide, you’ll find:

Let’s get stuck in!

Contents: Guide to starting a gym business

Read on or skip ahead to the section that interests you most:

1. Is starting a gym a good idea? 

The path to gym ownership is littered with opportunity and challenge. You need to go in with your eyes wide open. 

Ultimately, only you can decide if opening your own gym business is a good idea for you. But, understanding the pros and cons of owning a gym, hearing from other owners, and getting expert advice will help you make an informed decision. 

Pros of opening a gym 

For many gym and fitness club owners, there’s nothing else they’d rather be doing. Let’s explore the positives of starting your own gym business: 

1. Positive potential for profitability 

The number of gym members in the UK increased by 4.1% year-on-year according to the LeisureDB 2024 State of the Fitness Industry Report. And the market value increased by 9.7% year-on-year to reach an impressive £5.9billion. 

While the market has grown, consumers have become more health conscious. So, with the right offering, there’s plenty of room to build a profitable business that caters to increasing and changing demand. 

2. Create a connected community 

Office for National Statistics research found that on average 26% of people felt lonely often, always, or some of the time in the month to 5 January 2025. And this was higher than average for those aged 16-29 at 39%. 

When you open a gym, you have the opportunity to connect with people in your local area. And create a community where members feel a sense of belonging and can even build lasting friendships. 

3. Every day can be different 

Running your own business usually means you get to take on lots of different roles within the business. And that’s especially true when you’re first starting a gym. 

From working the gym floor to working on your business plan, if you crave a work environment where you have variety, and no two days are the same, then owning a gym may be for you. 

4. Be your own boss and do business your way 

When you start out and open your own gym, you’re in control. And that means you can do business your way. 

Many owners find being their own boss highly empowering. And relish in being in control of strategic and operational decisions. Entrepreneurship can make it easier to adapt fast to changes with less process and red tape than bigger businesses. 

5. Live your passion for fitness 

Many gym owners have a strong passion for health and fitness. Lots previously worked in bigger fitness club businesses. Or experienced the life changing power of becoming fitter. 

Starting a gym is an opportunity to share your passion with others. And it’s a chance to build strong relationships with others who are pursuing their health and fitness goals. 

With such a focus on health and fitness every day, you’ll have the opportunity to lead by example and prioritise your own health and wellbeing. When you do, you’ll be on the way to building a culture focused on wellbeing that inspires positive lifestyle changes. 

6. Choose from plenty of ways to grow 

New programming and classes. New, different, and superior equipment. New membership packages. 

The fitness industry is everchanging – there’s always something new to try. And that means when you open a fitness club there will be loads of ways you could grow that business in the years to come. 

7. Tap into a supportive network 

If you want it to be, running a gym can be a sociable job with lots of opportunity to meet and get to know people. 

Members. Staff. Partners and suppliers. You’ll get to speak to people from all walks of life. This will challenge you to keep developing your skills as a leader.  

There’s also the opportunity to learn from others.  

The fitness industry has many events that give you the opportunity to meet other owners. And organisations, like Independent Gyms UK & Ireland, make it possible to tap into a network of other supportive owners at any time you need online. 

Cons of opening a gym 

Those were some of the benefits of starting your own fitness club. There are also common challenges that you’ll need to overcome. Let’s look at a few. 

1. Costs can quickly stack up 

Starting up a gym usually requires a high initial investment to get everything up and running. From equipment to legal costs, you’ll need to cover a lot of expenses. And even once you’re open there will be plenty of ongoing costs to running your business. 

2. Competition can be high 

In the UK, there are now almost 7,000 gyms. So, in most areas you’ll face some sort of competition from other clubs. Plus, away from gyms, there are also more fitness options than ever. 

3. Staffing can be a headache 

Eventually, you’ll want to hire people to help you run your business. Many gym owners find attracting and keeping gym staff tough. You’ll need to navigate personalities, career aspirations, and financial demands. 

4. Demand can be seasonal 

Summer. The festive season. School holidays. Almost all gyms and fitness clubs experience seasonal changes in demand. This can have a knock-on impact on revenue – making forecasting tough. 

5. Work/life balance can be a struggle to maintain 

When you open a gym, you’ll be in control of your business and your schedule. But with so much on your plate, maintaining a healthy work/life balance can become an uphill battle. You’ll need the right support to build a predictable schedule – that might not be there from day 1. 

Owning a gym: Pros & cons

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Dive deeper into the ups and downs of owning your own gym.

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2. Deciding which type of gym to open 

One thing to consider carefully when working out if opening a gym is the right decision for you, is the type of gym you’d start.

Your final decision should be informed by factors including: 

Types of gym by price-point 

Broadly, gyms and fitness clubs fit into three price-point types: 

Within these price points, there are types of gyms and fitness clubs that cater to specific demographics, preferences and training styles. These include: 

Big box gyms 

These are typically large, full-service fitness facilities with a wide range of equipment and services in one place. 

You’ll want to focus on affordability, accessibility, and scale. So, appealing to a wide variety of members from first timers to experienced enthusiasts. 

24-hour gyms 

As the name suggests, these are open 24/7 and often 365 days a year – letting members train whenever they want. 

You’ll need to operate with minimal (or no) staff during off-peak hours. And that means relying on the right access control set up and even installing surveillance technology to keep everything and everyone secure. 

Powerlifting gyms 

These cater to athletes, competitive lifters, and strength enthusiasts who prioritise heavy lifting and progressive overload over general fitness. Training focuses on the big three: squat, bench, and deadlift. 

You’ll need to offer the specialised equipment, build a supportive culture, and provide structured training programmes. And, as powerlifting targets a specific type of member, you’ll need the right business model to be successful long-term. 

Bodybuilding gyms 

Whereas a powerlifting gym appeals to gymgoers prioritising strength, bodybuilding gyms appeal to those prioritising hypertrophy.  

You’ll need to cater to serious lifters who are looking for a diverse range of equipment for high-volume, high-intensity training. You’ll have the opportunity to charge premium prices and create a diverse range of revenue streams. 

Health clubs 

These are premium, full-service facilities that offer a wide range of training, wellness, and leisure options.  

You’ll need to cater to members who want an approach to wellbeing incorporating fitness, relaxation, and social experiences. With the right offering, you’ll be able to create multiple revenue streams and achieve a higher member lifetime value. 

Women’s gyms 

Designed exclusively for women, these clubs offer a supportive, comfortable training environment for women. 

You’ll want to cater to beginners and those who feel uncomfortable in mixed-gender gyms. And if you can create a strong community, you’ll retain members for longer and be able to charge higher prices. So, building a profitable business. 

Boutique gyms 

These are typically small, specialised studios that focus on a specific type of training or workout experience. Examples include: 

You’ll be able to charge premium prices. Most likely, your revenue will come from block and one-off class bookings rather than membership subscriptions. So, you’ll need to rely on strong local branding and deliver addictive experiences. 

3. Choosing between starting a gym that’s independent or part of a franchise 

Go it alone or join a franchise? This is a question that all prospective gym owners face. And it can impact everything from the cost of starting up a gym to your long-term success. 

An independent gym is usually owned by a single individual or small group of people who are responsible for all aspects of the business. Whereas a franchise gym operates under the brand and business model of a larger established company. 

Let’s look at some of the pros and cons of each option…

Independent gym

Pros

cons

✔️Full control – You’ll have the freedom to create your own brand, pricing structure, services, and more. ✔️No ongoing franchise and royalty fees – You won’t have to pay any ongoing franchise fees or royalty payments. ✔️More flexibility – You’ll be able to choose to adapt to trends and make changes to your business without corporate restrictions. ✔️Higher profit potential – As you’re not paying franchise fees, your profits stay with you.

✖️Brand recognition – You’ll have to start building your brand from scratch. ✖️Marketing challenges – There’s no built-in marketing support, so you’ll need the resources to create a strong marketing strategy. ✖️Higher risk – There’s no proven system or business model to follow, so your success is dependent on your execution alone. You may also miss out on access to favourable group pricing from suppliers.

Franchise gym

Pros

Cons

✔️Established brand – You’ll benefit from the recognition and trust of opening a gym with an existing brand. ✔️Proven business model – You’ll get a playbook for success, reducing the likelihood of failure. ✔️Marketing support – Lots of franchises handle national marketing and provide advertising materials you can use. ✔️Training and guidance – Many franchisors offer business training, operational support, and supplier relationships. ✔️Favourable pricing – access group pricing from suppliers to get products and services at preferable rates.

✖️Franchise fees and royalties – You may have to pay high initial franchise fees, plus you’ll incur ongoing royalty and marketing fees. ✖️Less flexibility – You’ll have to follow corporate rules on pricing, services, branding, and more. ✖️Territorial restrictions – Some franchises limit where you can operate or expand to, so growth opportunities may be restricted.

Ultimately, your decision to go it alone or be part of a franchise will be driven by your own preferences.  

Have strong business and marketing skills? Want full creative control? Comfortable with higher risk? Then opening an independent gym may be best. 

Want a structured path to success? Prefer a recognised brand? Need support in areas like marketing and operations? Then opening a franchise gym may be best. 

4. Writing a business plan 

Taking the time to work on a gym business plan is important when you’re looking to start a gym business. Think of it as your roadmap for success. 

Importance of a business plan 

A well-prepared business plan will help you launch your business successfully and make sure your success is sustained in the long-term.  

Here are some of the reasons why you should spend time on your plan: 

Provides strategic direction 

Your plan will help you define your mission, goals, and unique value proposition for your new fitness club. So, you can then use this to make sure future decisions are aligned with your long-term objectives. 

Helps secure funding & investment 

Many new gym owners need to secure funding of some sort to cover the cost of opening. Investors and banks typically require a business plan to understand the financial viability of your business. 

Your business plan will bring your potential new business to life. It’ll provide a clear financial forecast – including break-even points and profitability projections. So, helping you secure funding and investment needed. 

Identifies market opportunities & risks 

When you work on writing your business plan you’ll conduct market research. That will help you assess demand, size up the competition, and identify potential challenges. 

This process will help you refine your approach to differentiate your business from competitors. 

Guides marketing & sales

Your business plan will allow you to think in detail about your target audience. And identify how you’ll be able to attract and retain them. 

Including a marketing section to your plan will help you create a structured approach to promoting your business. One with defined budgets and KPIs. 

Improves operational efficiency 

Creating a plan will help you think about how you’ll run your business day-to-day, your staffing needs, and your management structure. 

This will help set you up with a streamlined approach to running your business. 

Gives you goals to measure performance against 

The best business plans are never finished! Think of your plan as a working document, one that you’ll go back to and refine repeatedly. 

Your plan should include measurable goals that you can track performance against. And it’ll help you to adapt your approach based on trends you’re seeing once you’ve opened your gym business. 

Tips for writing a business plan 

Here’s what to consider when writing your plan: 

What to include in your plan 

Your business plan should be a work in progress – one you keep reviewing and revising. It should include the following sections (there’s more detail on many topics you’ll need to cover later in this guide): 

1. Executive summary 

Provide a quick overview of your business mission, offerings, market potential, competitive advantages, and financial projections. 

Although it appears first, it’s often best to write this section last to accurately reflect the details of your plan. 

2. Business description 

This should cover: 

3. Goals & objectives 

Set specific, measurable short-term and long-term goals. For example, aiming to grow your membership base by a certain percentage within a year through targeted marketing strategies. 

4. Market research & analysis 

This should cover: 

5. Products & services 

Show what your new gym will offer and the value you’ll provide to members. Clearly highlight your unique selling point (USP) and how you’ll satisfy the needs of your target audience.  

7. Marketing strategy & plan 

This should include: 

7. Operations plan 

Explain how your business will run efficiently. Cover things like your location, facilities, equipment, and layout. 

8. Team & management 

If you’ll have one, introduce your management team, highlighting their skills and experience.  

Give details of recruitment, training plans, and strategies for team motivation and retention. Include timescales and costs. 

9. Financial analysis 

Ideally, you’ll have support working on this section from an experienced business accountant. Look to cover: 

10. Appendix 

Finally, to keep your plan short and sweet, add an appendix. Use this to create detailed information that your audience may need. Add a contents section to make your appendix easy to navigate. 

Create a winning gym business plan

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5. Conducting market research when starting a gym

When opening a gym, conducting market research will help you understand what you’re getting into. Much of your market research can be used when creating your business plan. 

Market research will show you how viable your fitness business idea is. It will help you establish an effective business strategy. And let you adjust your plans before setting up your gym business. 

Focus on these areas: 

Industry & market trends 

Start by understanding the size and growth of the fitness industry in the UK. The State of the UK Fitness Industry Report from Leisure DB is a trusted source of current and historic info about the industry. And it’s free to read online! 

Investigate trends in gym memberships, consumer preferences, and the impact of economic factors on the industry. Consider how these trends might affect your intended business model. 

Target audience & demographics 

Most likely, you’ll have a specific target audience in mind for your fitness club. In other words, you’ll know roughly who will want to be a member. 

Think about the age, gender, income level, and fitness interests and goals of potential members.  

Review this against the population of the area you’re planning on opening a gym in. Consider how willing target members will be to pay for memberships and add-on services. 

Location 

This will be covered in detail in the next chapter, but generally your location analysis should cover: 

Competitor analysis 

Identify key competitors in your intended area. Also think about other options (like digital fitness services and outdoor activities). 

Review: 

Legal & regulatory factors 

There’s more detail on this later in this guide. Generally, you should research what’s needed to set up your business and possible legal structures.  

Plus, review health and safety regulations, employment laws, and data protection rules. 

Pricing & revenue strategy 

Again, this will be covered later in this guide. Broadly, you’ll want to research: 

Marketing & branding 

With all the above in mind, research the options available for marketing and building your new brand. Get to know the pros and cons of different advertising channels. 

Review possible member acquisition strategies. Look at options for brand positioning. And identify local partnership opportunities. 

Tech & gym management software 

Your choice of tech and gym management software can directly impact the success of your new gym or fitness club. So, there’s a chapter dedicated to this! 

Generally, you should review: 

Financial planning & investment 

Again, much of the research you should do will be covered in more detail later in this guide. Broadly you should get an understanding of: 

6. Choosing the right location 

Let’s look at location and the research you’ll need to do when opening a gym in more detail. Where your location is can make or break your business. It’s one of the most important decisions you’ll have to make. 

So, while it’s tempting to go on gut instinct, it pays off in the long run to do your research on possible locations. 

What to consider when looking at locations 

Common locations for gyms and fitness clubs include: 

Look at where big franchises are

Tip

When you start your search for potential locations, look at where big franchises like Starbucks and McDonalds are and will be opening. There’s often footfall and potential demand in these areas, so it’s a starting point to consider.

There’s no one-size-fits-all approach to choosing a location. The best location for your new gym business will be influenced by things like: 

Target audience 

The demographics of your ideal type of member will play a role in your location choice. You’ll need to find a location that prospective members will be willing to travel too. 

Visibility & access 

Firstly, if you choose a location that’s easy for people to spot, they’ll be more likely to consider joining. That might mean a location people will often walk or drive by. Or somewhere near other places that are visited regularly. 

By choosing a location that’s easy to get to, you’ll make it more convenient for members to stick with you. 

Parking 

On a similar note, outside of locations where few people drive, you’ll need to think about parking. You, your staff, and your members will likely need somewhere to park. 

Attracting and retaining members can become tough when parking options are limited or expensive. Consider how parking will work at potential locations at the busiest times. 

Legal & building considerations 

In the UK, commercial buildings are categorised by what they can be used for. You’ll need to check that possible locations have the right classification to be used as a gym. If a change is needed, you may need to get planning permission.  

Facilities & services 

What do you want to offer members? This will impact your choice of location. You’ll need to think about size, possible layouts, and growth options in the future. 

Cost & lease 

You’ll need to understand both upfront and ongoing costs for possible locations. That includes any refurbishment work and routine maintenance. The economics need to work with your budget. 

Competition 

Finally, you’ll need to understand any other fitness options in the area that you could be competing with. This will impact how much demand there will be for your new gym. 

Calculating demand for a location 

Once you have a specific location (or a short list of locations) in mind and you have an idea of the type of gym you want to open, you can get a calculation of demand. 

Specialist market intelligence companies can help you understand how many members you’d be able to attract. This is calculated using demographics, local competition, and the plans you have for your club (price point, size, facilities, target audience, etc.). 

For the UK fitness industry, the go-to, trusted specialist is Leisure DB for detailed Site Analysis Reports. 

Opening a new gym is a serious investment for an aspiring gym owner. And one of the main factors to influence success is location – it really does have the power to make or break a new gym.

Once you have found a potential site for your gym, it’s good to understand as much as possible about the location and how far people might travel to use a gym here.

Ideally, you need to consider two things: your catchment population and competition.

Your catchment population is important. It’s not just about how many people live in your catchment area; it’s about who they are. For example, how old are they, do they have children, what is their life stage, what sort of house do they live in, etc.

All of these things can impact how likely they are to join your gym.

Competition is another vital component. What other gyms are serving the local area, what do they offer and how much do they charge?

Armed with the above, wouldn’t it also be amazing to know how many members you are likely to achieve? Leisure DB has a model that can predict this.

All of the above is incorporated into Leisure DB’s Site Analysis Report.

Natalie Gibson, Key Accounts & Insight Manager, Leisure DB

Find out more about Leisure DB

Renting vs. buying

Another choice you may need to make when selecting a location is whether to rent or buy a property. This decision can impact long-term finances, flexibility, and business growth. 

Especially in the early days, when starting a gym, many owners choose to rent as, without significant capital investment, buying is unfeasible. Nevertheless, let’s explore some of the pros and cons of each option: 

Renting

Pros

Cons

✔️Flexibility – Expanding as you outgrow your space or relocating to a better location is easier as you don’t need to sell up.  ✔️Lower initial costs – Typically upfront costs are lower when you choose to rent rather than buy. Some leases do come at a premium, but down payments are lower and there are fewer associated costs like surveys. ✔️Reduced financial risk – When you rent there are no concerns around changes in property value or needing to sell in a slow market. ✔️Lower maintenance costs – Often responsibility for property maintenance and repairs will sit with a landlord or property management company. While some costs may be passed on to you through bills like service charges, the biggest benefit is operational. You can focus on your business rather than fixing property problems. ✔️Access to better locations – Prime property is often too costly or not available to buy. Renting makes it easier to access premises in high-demand areas. ✔️Possible tax benefits – In some cases, rent payments are considered as a business expense and deductible from taxable income.

✖️No long-term investment – When you rent, you’re not building equity or ownership in the property. So, if property prices increase you don’t share in potential financial gains. ✖️Rent increases (and other costs) – Especially in prime areas and when lease agreements end, rental costs can increase. This could impact your profitability. ✖️Restrictions – As a renter, you may face restrictions on the renovations, changes, and customisations that you can make to your space. Usually, you’ll need to get permission from the landlord ahead of time, slowing down and potentially limiting your ability to make changes. ✖️Lease renewal uncertainty – It’s possible that when your lease is up for renewal that your landlord will choose not to renew. So, forcing you to relocate and potentially lose members in the process. ✖️Dependent on a landlord – When you rent, you’ll need to rely on the landlord to manage the property. If your landlord is uncooperative or unresponsive you could be faced with issues.

Buying

Pros

Cons

✔️Long-term investment – When you buy, the property becomes a business asset. As you make mortgage payments (unless you have an interest-only mortgage), you’ll build up equity. And if the property value increases there’s the opportunity for profit when selling. ✔️Stability – There’s no risk of rent increases or lease terminations. So, your location is secured for the long-term. ✔️Control – You’ll be able to make changes, renovate, and brand your space without restrictions or having to seek permission from a landlord. That can also make it easier to add more branding to the space. ✔️Potential rental income – If you have extra space, it’s easier to lease it out. And so, generate extra revenue. ✔️Fixed mortgage payments – Depending on your mortgage deal, long-term costs may be more predictable.

✖️High (and often unfeasible) upfront costs – Buying a commercial property normally requires a significant upfront investment. You’ll need to cover a big down payment, legal fees, survey costs, and more. Few new gym owners have that kind of capital to invest. And on top of that securing a mortgage for a commercial property can be tough. ✖️Reduced flexibility – As you grow, or even if you struggle financially, it can be slow and complicated to sell your property. So, moving to a new location becomes harder, as does selling up. ✖️Market risk – As property values can fluctuate, if values drop you could be left with limited refinancing options or losing money when selling. ✖️Ongoing maintenance responsibilities – You’ll be responsible for all property repairs, upgrades, and compliance costs. This can be time consuming and costly. Plus, you’ll need to account for unexpected issues. ✖️Tied up capital – Commercial property takes time to sell or convert into cash if needed. So, if you want to invest in marketing, equipment upgrades, or expansion, your money might be tied up.

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7. Calculating the cost of starting a gym

Let’s talk money! A crucial part of starting a gym (or any) business is understanding how much it will cost to open your gym and then run your business.  

You’ll need to forecast costs as accurately as possible. Why? To help you secure financial support. To feed into your business strategy. And even impact your pricing model. 

What factors influence cost of opening? 

There’s no one-size-fits-all approach when starting a gym – and that’s true when it comes to costs too. There are some factors that will influence how much you’ll need to budget: 

Location 

Where you’re planning on opening will impact cost for a few reasons: 

Type of gym 

The type of club you’re planning can also influence opening costs: 

Franchise or independent 

If you choose to be part of a franchise, you’ll pay a one-off fee to the franchisor for the rights to use the business model and brand. Plus, there are normally ongoing fees to pay on a recurring basis. 

You won’t incur these costs if you go it alone. Depending on your skills and network, you may need to spend more on professional advice. And you may pay out more on marketing to build your brand and to acquire members. 

Types of costs 

Those are just some of the factors that impact how much it will cost you to start and run your business. When you’re budgeting there are two types of costs to consider: one-off and ongoing. 

One-off & upfront costs 

Think of these as your set up costs. These one-off costs are often big-ticket items that you’ll invest in and won’t need to replace for the foreseeable. 

Many new gym owners need some sort of funding in place to start making upfront payments. For example, from investors, loans, or personal savings. 

Here are some of the upfront costs you’ll need to anticipate: 

Ongoing costs 

Some one-off costs will become ongoing costs as time goes on. Ongoing costs typically cover the things that will keep your new business running smoothly. And they’ll help you grow. 

Here are some ongoing costs you’ll want to budget for: 

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8. Accessing financing & loans 

Most new gym owners will need to access some sort of financing to cover the cost of starting a gym. And even the ongoing costs of running the business in the early days. 

Always consult with a qualified financial advisor to explore the best options for your specific situation. Here are some financing routes to speak to your advisor about: 

Traditional bank loans 

These are a common choice for entrepreneurs with a solid plan. You can expect competitive interest rates and structured repayment plans. 

Common requirements include: 

Government grants & start-up schemes 

There are various grants and funding schemes aimed at stimulating small business growth. These have the potential to save you money, reduce start-up costs, and help you grow faster. Accessing these can be complex. 

Common requirements include: 

Angel investors & venture capital 

Want to try something innovative with your new club? Have plans for rapid expansion? Investment from angel investors or venture capital funding could be a viable option. 

Common requirements include: 

Alternative lenders & peer-to-peer (P2P) platforms 

Alternative finance options have become increasingly popular with entrepreneurs. Application processes can be faster and requirements less stringent than traditional banks. 

Common requirements include: 

Crowdfunding 

Platforms, like Kickstarter and Crowdcube, let you raise small amounts of money from many people. There are two main types of crowdfunding to consider: 

Common requirements include: 

Personal savings, family, & friends 

Using personal savings and/or funds from family and friends is a common way to secure at least some of the initial capital needed to open a gym. It can be simple and flexible but comes with its own risks. 

Common considerations include: 

When launching your new gym business, securing financing for your first site is crucial to your success. A common strategy is utilising asset finance alongside your cash investment. Asset finance allows you to acquire essential equipment, such as — fitness equipment, HVAC systems, Audio Visual Systems, Entry Systems, Fire and Security Systems, changing room lockers and furniture etc without the significant upfront costs associated with outright purchases.

Begin by evaluating the total cost of the project, from legal fees through to opening the door to your first member. From here you can assess the capital requirement against the finance requirement. Most consider leasing the fitness equipment and the tangible elements of the fit out, as this option requires lower capital contribution and frees up cash flow for other operational expenses. Such as marketing costs, staffing and working capital.

Utilising asset finance can lead to some significant tax advantages, also ensuring that your assets generate income from day one, while you pay them off over an agreed term at a fixed rate. Explore various financing options to best suit your business model and always ensure affordability.

Lastly, cultivate a relationship with a reputable corporate asset finance broker that understands the fitness industry. A positive and proactive approach to asset finance will not only help you secure the necessary funds but also set a solid foundation for your gym’s growth and sustainability.

Adam Rogers, Sales Director, Jay City Finance

Find out about Jay City Finance

9. Navigating the legal requirements of starting a gym

As with any new business, when you open a gym, there are certain legal requirements that you’ll need to meet. Exact requirements can differ from location to location. So, it’s always advisable to seek legal advice for your situation. 

Here are the key legal requirements to consider: 

Register your business 

Most new gym owners choose to form a limited company. When you form a limited company: 

Alternatively, you could consider setting up as a sole trader or partnership – both are simpler to set up than a limited company. With both you’re classed as self-employed, take personal responsibility for company debts, and have accounting responsibilities. 

When you set up a limited company, the business can be limited by shares or limited by guarantee. ‘For profit’ companies are set up as limited by shares. During the process of forming your limited company, you’ll need to: 

You may also want to consider registering your brand name as a trademark. This can help protect your business identity and stop others using a similar name/logo. However, for new clubs it’s not always a priority. 

Check if you need planning permission 

As covered in the ‘Choosing the right location’ section, if you’re converting a building into a gym, you may require planning permission from your local council. Check your property falls under the correct usage category. 

Gyms and fitness clubs were previously categorised as Use Class D2. Now, gyms now fall under Use Class E – for commercial, business and service use. 

You may need to complete a change-of-use application if the property was previously used for another purpose.  

Selecting a gym location that’s already Class E can mean you don’t need to get planning permission to change the use of a building. Especially if there are no planning conditions mentioning the use class and you’re not making structural changes. 

Get the right licences and permits 

The exact licences and permits needed can differ based on the plans you have for your gym. Here are some of the most common ones to consider: 

Comply with health and safety regulations 

To protect your members and staff, you’ll need to comply with health and safety regulations. This includes: 

Get insured 

This’ll be covered later in this guide. Generally, you’ll need these essential policies in place as you’re starting your own gym: 

Comply with data protection laws 

Most likely, your new gym will collect personal data (e.g., membership details). So, you’ll need to comply with UK GDPR. This includes: 

Put in place membership contracts and terms & conditions 

You’ll need to clearly outline your membership terms and conditions, including cancellation policies and refund procedures. These should comply with consumer laws. To avoid disputes, your agreements should be fair and transparent. 

Understand statutory accounting requirements 

When running a company, you’ll need to prepare annual statutory accounts. 

These are prepared from the company’s financial records at the end of your financial year. You’ll need to send a copy of these accounts to any shareholders, people who go to your company’s general meetings, Companies House, and HMRC as part of your tax return. 

If your company is a micro entity or small business, you may be able to send abridged accounts. 

Micro-entities vs. small companies 

As of March 2025, the Government categorises micro-entities and small businesses as meeting two of the respective criteria: 

Micro-entities have 2 of the following:	Small companies have two of the following:
➡️A turnover of £632,000 or less ➡️£316,000 or less on its balance sheet ➡️10 employees or less	➡️A turnover of £10.2 million or less ➡️£5.1 million or less on its balance sheet ➡️50 employees or less

And depending on which type of business your gym fits into you’ll benefit from certain exceptions and rights around statutory accounting.

10. Understanding the qualifications needed 

There are very few (if any) qualifications needed to start your own gym. However, if you want to train members, you’ll need at least entry level qualifications. You may also need these qualifications to get adequate insurance. 

You’ll also need to be aware of the qualifications that any staff you hire will require:

Fitness instructors 

A Level 2 Gym/Fitness Instructor Certificate is legally required for this role. Courses should be CIMSPA-endorsed and Ofqual regulated. This qualification covers safety concerns when working in a gym/studio environment and equips instructors to: 

Personal trainers (PTs) 

Any PTs working one-to-one with members will also need to have completed a Level 3 Personal Trainer Diploma course. This qualification follows on from the Level 2 Gym Instructor Certificate. 

This qualification helps PTs design bespoke training programmes for individual members. 

If you want PTs who have in-depth specialist knowledge and more of an understanding of nutrition. Look for those who have completed a Level 4 Personal Trainer Certificate. You may choose to have your PTs take this course. 

Gym managers 

Many clubs choose to recruit gym managers who also have a Level 2 Fitness Instructor Certificate. And Level 3 qualification is normally listed as desirable. 

Importantly, always look for gym managers who are customer service experts. That could be a solid background in hospitality and qualifications like an NVQ Certificate/Diploma in Customer Service. 

Other qualifications 

As well as hiring qualified staff where required for specific roles, you may want to consider qualifications covering: 

When recruiting your workforce and building the team to support and run your gym, it’s essential to prioritise qualifications that ensure your team is equipped with the necessary skills to succeed.

CIMSPA (Chartered Institute for the Management of Sport and Physical Activity) endorsement is an important indicator of quality. This mark guarantees that training programs meet industry-recognised Professional Standards, which are developed in collaboration with employers.

Look for qualifications that are CIMSPA-endorsed as they have been thoroughly assessed and meet the highest industry benchmarks. This will give you confidence that your staff have the right competencies to excel in their roles.

CIMSPA endorsement also enhances the professional status and recognition of your team within the sector. It demonstrates a commitment to maintaining high standards, which can elevate the credibility of your gym and improve staff employability.

Moreover, CIMSPA-endorsed qualifications support career development by providing access to Continuing Professional Development (CPD) opportunities, additional qualifications, and pathways to higher professional statuses through the Training Academy. This ensures that your team can grow within their roles and contribute to the ongoing success of your gym.

By recruiting a team with CIMSPA-endorsed training, you are investing in a well-qualified, professional workforce that is dedicated to delivering excellence in the sport and physical activity sector.

Natasha Easton, Associate Director for Education and the Training Academy, CIMSPA

Find out more about CIMSPA

11. Equipping your new gym 

For many new gym owners, this is the most exciting part – picking out equipment!  

Your choice of commercial gym equipment is both exciting and important in equal measure. It’ll have a big impact on your members’ experience. And it impacts your bottom line in terms of maintenance, safety, and growth potential. 

Here’s what to keep in mind: 

Type of gym & your target members 

The type of gym and who you’re targeting will determine the type, quantity, and quality of equipment you’ll need. 

For example, a budget gym targeting a broad range of demographics will need a lot of equipment that’ll withstand heavy use. If you’re opening a bodybuilding gym, you’ll need less equipment but will need heavier weights from brands that bodybuilders prefer. 

Quality & durability 

Unless you’re opening a boutique gym or a personal training studio with low footfall, you’ll need to select equipment that can handle heavy-duty use. Look for robust construction and quality materials. 

It’s well worth investing in well-reviewed, reputable brands that are known for their durability and performance. Speak to other gym owners, check out online reviews, and try out equipment at other clubs first. 

To keep members safe, look for equipment that complies with UK safety standards. Prioritise kit with ergonomic designs, secure fastenings, and clear instructions. 

Buy and/or lease 

When it comes to gym equipment, there are two options – buy or lease your equipment. Each comes with pros and cons. And you may want to do a mix of both. 

Buying

Pros

Cons

✔️Yours to keep – once purchased equipment is yours. ✔️Potential cost saving – upfront costs are high but buying can be more cost-effective in the long-term. ✔️Customisation – ownership makes it easier to modify or upgrade equipment to fit your brand and member needs. ✔️No rental restrictions – you’ll have the freedom to use, move, or rearrange equipment without needing permission from a leasing company.

✖️High upfront costs – you’ll need to have capital to invest which can impact cashflow. ✖️Depreciation – over time equipment will depreciate. So, resale cost may be lower than purchase price. ✖️Maintenance and repairs – you’ll be responsible for maintenance and repairs. It takes time to organise these and costs money. ✖️Outdated equipment – Fitness tech is constantly evolving, and member tastes are changing. You may risk investing in equipment that becomes obsolete.

Leasing

Pros

Cons

✔️Lower upfront costs – usually initial costs are lower than buying, freeing up cash for other things. ✔️Flexibility – agreements often let you upgrade to newer models on a regular basis. ✔️Maintenance covered – many leasing contracts include maintenance and repair services. So, the burden of upkeep is reduced. ✔️Tax deductions – lease payments are potentially tax-deductible as a business expense against your profits.

✖️No ownership – you won’t build equity in the equipment. ✖️Potentially higher costs in the long-term – over time leasing can become more expensive than buying. ✖️Contractual restrictions – some leases may restrict customisation or usage of equipment. ✖️Commitment – you’ll be locked into a contract, potentially making it harder to adapt to changing business needs.

Space planning & layout 

You’ll need to work out what the best layout for your space will be. There needs to be room for safe movement, stretching, and transition between machines. This might restrict your ability to add certain pieces of equipment. 

Get clever with space by choosing modular or multi-functional equipment that can be used in many ways. And consider how you might grow or adapt to changing needs in the future. 

After-sales support & maintenance 

When choosing gym equipment suppliers, pay attention to warranties, how fast replacement parts can be dispatched, and the reliability of support. 

If you are buying pieces of kit outright without a maintenance contract, make sure you choose pieces that are easy to maintain. Ideally, you’ll have access to technical support and documentation as needed. 

Sustainability & eco-friendly options 

Keep operational costs down and show your green credentials. Select machines that use less energy or have eco-friendly features. And look for manufacturers who prioritise sustainable production practices. 

How to choose the best equipment for your new gym

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12. Designing membership packages & pricing when opening a gym

Your pricing, and the memberships you offer, will say a lot about your new business. They’ll help prospective members understand what to expect from their experience with you. Plus, they’ll help you build a financially viable business. 

Packages & pricing options to consider 

Most likely, you’ll want to offer a range of different access options to cater to different member needs and preferences. Start by exploring these options: 

Monthly memberships 

The most common option at gyms across the UK. Members pay a monthly fee, normally collected directly from their bank account via Direct Debit. 

Monthly memberships can give you predictable income. So, it’s easier to forecast financial performance. There are 2 common types of monthly membership: 

You might also want to offer special rates for certain age groups, different professions, families, or for time-restricted access. 

Annual memberships 

Usually paid in full upfront, year-long memberships will suit those who don’t want monthly payments. 

These memberships give you income upfront. But, to retain these members, you’ll need to make sure they keep visiting and have effective renewal campaigns in place. 

Pay-as-you-go (PAYG) memberships, passes, & trials 

For those wanting flexible access to your club, PAYG memberships are a great way to welcome all sorts of members. From those wanting to try your club out to people visiting the area for work or leisure. 

There are two common types of PAYG membership: 

PAYG rates can help show the economic value of your membership packages. Generally, PAYG rates will be the most expensive access option. 

Bundles & bolt-ons 

These could be offered alongside, and/or as an addition to, other membership options. Bundles and bolt-ons typically give members access to specialist classes and services. For example, a bundle of 10 PT sessions to be completed within 12 weeks or a bolt-on for 4 reformer Pilates classes a month. 

Setting prices 

There’s no one-size-fits-all pricing model – your gym pricing strategy should consider factors like: 

If you can clearly articulate to prospects (and members) the value of a membership, you’ll be able to command higher prices. Selling on value rather than price to build a sustainable, profitable business. 

Most clubs will charge some type of joining or admin fee. These are an important source of revenue and cover: 

Reviewing pricing 

Hopefully you’ll get pricing right from the get-go when starting your own gym business. However, most gym owners will need to regularly review revenue against costs to maintain positive return on investment (ROI). 

Be agile – with software that puts you in control

Tip

Your gym management software should make it easy to run special offers, add membership packages, introduce new bolt-ons, and more. So, you can stay agile and adapt to local market needs as they arise.

Aim to do this at least annually – and even quarterly or monthly – and experiment with your pricing approach to increase ROI. You could: 

A guide to membership pricing

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13. Insuring your business 

When starting a gym, adequate insurance is non-negotiable. It’ll give you peace of mind that your facilities, your staff, your members, and you, are protected. 

When choosing insurance for a gym think about the coverage needed, budget available, and which provider offers the best options. 

Why is insurance needed? 

Running a gym comes with risks. 

Injuries. Damaged equipment. Legal liabilities. Insurance protects your business from unexpected financial burdens. And helps you comply with legal requirements too. 

Without adequate insurance, a single claim against your business could lead to costly legal fees and financial losses. So, threatening the survival of your business. 

Types of insurance 

For most new gyms, some, or all, these types of policy are needed: 

Choosing insurance for your new gym 

Be strategic when choosing insurance for your business. Think about your needs now and in the future. And anticipate potential events that could impact your business. 

1. Review your needs 

Analyse the way you’ll work and run your gym. Think about the potential risks to your new business and have an idea of things like the value of the equipment and contents of your gym. 

This’ll help you start to figure out which types of coverage you’re likely to need. 

2. Speak with trusted insurance advisors and brokers 

Insurance is an important investment for any new gym or fitness club. So, it’s always advisable to speak to specialist insurance brokers who have a history of working with the fitness industry. 

They’ll be able to talk you through the best options for your business. And create bespoke insurance packages that keep you well covered for all possible scenarios. 

3. Compare deals 

When you’ve spoken to 2 or 3 gym insurance specialists, you’ll have a set of coverage options at different prices. Review these to see which offers the best value for your new business (remember, cheapest is not always best value). 

Look at things like: 

Insurance can feel incredibly overwhelming, especially as a first-time gym owner. Understanding your venue and the activities you offer is essential. Your gym is unique, and this needs to be reflected in your policy. Are you open 24 hours? Do you run boot camps, or do you have a sauna on site? Make sure you understand what this means for your insurance.

Nevertheless, there are some non-negotiables for every gym operator: covering your assets, such as equipment or computers, as well as liability cover in case of any injuries is crucial. Data is both an asset and a liability, requiring Cyber cover.

Finally, you want to ensure that your gym is protected in the case of business interruption. Cover your full revenue and allow enough time for recovery- typically more than 18 months for small gyms, and longer for larger facilities.

If you are unsure about where to start, you may benefit from working with a specialist broker. This way you can access tailored advice and policies, including coverage for issues like wrongful advice related to your instruction and training.

With the right insurance, you are setting the foundation to succeed as a gym operator!

Neil Adebowale, Managing Director, Risk HQ

Find out more about Risk HQ

Everything you need to know about choosing insurance

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14. Hiring staff for your new gym 

Want to open a successful gym? The people you hire can make or break your business. 

The right people will make members feel supported and motivated to stick with you. And with the complementary personalities and skillsets, you’ll have a team that works well together.

Here’s what to consider when hiring gym staff for your club: 

1. Identify key roles 

Many brand-new gyms open without hiring staff. And instead rely on the owner to wear all the hats and perhaps rent space to personal trainers. 

But when opening a gym, it can make sense to hire staff to fill key roles right from the get-go. Identify which positions are essential to your daily operations. And look to hire people who can fill roles you don’t have the skillset for. 

Common roles include: 

Create job descriptions that clearly outline the responsibilities of any roles you are planning to hire for. And include details of required and desired qualifications and skills. 

Finally, think about whether you want to hire staff on a full-time or part-time basis. Alternatively, for some roles like personal trainers and cleaners, you may want to consider alternative working agreements and contractors. 

2. Consider legal obligations 

When you’re hiring staff, you must make sure you comply with UK employment laws. 

Set a salary or hourly rate that meets National Minimum Wage and National Living Wage rules. These can differ based on age. 

Make sure you check that every new employee has the legal right to work in the UK. In certain circumstances (like where an employee will be working with children), you may need to get a DBS check too. 

Put in place adequate employer’s liability insurance. Your policy must come from an authorised insurer and cover you for at least £5 million. You’ll need to display your employer’s insurance certificate or make it available to inspectors if asked. 

Send details of the job offer in writing to any new employee – including employment terms and conditions. If an employee is being employed for a month or more, it’s a requirement to provide them with a written statement of employment. 

As you take on your first employee, you’ll also need to tell HM Revenue and Customs (HMRC) that you’re an employer. Do this by registering up to 4 weeks ahead of paying the new staff member. 

Finally, you’ll need to work out if you must enrol your staff into a workplace pension scheme. Typically, that means paying an employer’s contribution for any staff who are aged between 22 and the state pension age, earn at least £10k a year, and normally work in the UK. 

3. Find the right candidates 

When you’ve identified the role(s) you’re hiring for and considered the legal implications, it’s time to start the search for suitable candidates. 

There are lots of ways to do this, you could: 

4. Conduct interviews 

When you’ve had some applications, create a shortlist of applicants to move forward to the next stage. You might want to consider a 3-stage process: 

Generally, good gym staff will be personable, passionate about fitness, and reliable.  

And they’ll have the right CIMSPA-endorsed professional qualifications too. For an instructor that means a Level 2 Gym Instructor certification and for a personal trainer a Level 3 Personal Trainer certification. 

 5. Make an offer 

Once you’ve found your ideal candidate, it’s time to offer them the job. You can do this verbally. And then follow-up in writing to make sure everything is clear. 

You’ll need to provide a written job offer and statement of employment that covers: 

You should have the candidate confirm acceptance of the offer in writing. 

Once everything is confirmed with the successful candidate, set aside some time to respond to unsuccessful applicants. Particularly, those who took the time to interview with you.  

These individuals may be suitable for future roles and could even become members. So, a professional response back can create a positive impression, even where the news is not good. 

6. Onboard and train new team members 

Finding and retaining good staff is a challenge for many gyms. So, make sure you invest a little time in giving your new employee a warm welcome: 

These 3 recommendations will help you successfully hire the right talent for your new business.

Firstly, really spend the time to define the roles you are going to be recruiting for, what are the key responsibilities of them and what experience/ qualifications are required? Ensure you create detailed job descriptions and keep these in mind throughout your interview process.

Secondly, it’s worth spending the time to put together a detailed and exciting advert, remember you’re competing for the best talent! A great advert isn’t just about what you require from a candidate, it shouts about why they should read on and apply (and gets them excited about the prospect of working with you). Always include the salary on your advert (not doing so can put candidates off applying) and your Employee Value Proposition

Thirdly, standardising interview questions will help remove unconscious biases, ensures you are running a fair process, and ultimately allows better and more objective decision making as you can focus on the outlined role criteria

Prioritising cultural fit is super important and be sure to include questions in your interview process to assess this as well as competency/ experienced based questions.

Maddie Cummings, Recruitment Director, Love Recruitment

Find out more about Love Recruitment

Finding and hiring the best people

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15. Choosing software when opening a gym

When starting a gym business, it can be tempting to hold off putting gym management software in place. And instead stick to spreadsheets or even pen and paper! 

This makes it tough to keep your valuable business data safe and secure. It’s an inefficient way of working. And becomes less and less practical as your gym grows. 

Set yourself up for success from the get-go 

Ahead of opening your gym take some time to review the software options available.  

Some new gym owners opt for a basic gym CRM that cover one or a few areas of gym management. And then need to find work arounds with other systems when more capabilities are needed. 

This can become time consuming, causes inaccuracies, and extra admin work. All making it harder to grow. 

Look for an all-in-one gym management solution that has everything you need in one place. Plus, handy integrations you can make use of as your new business matures. 

All-in-one software typically includes embedded membership payments and works with your access control set up to keep your club secure. 

Look for all-in-one software that lets you: 

The fitness industry is for people by people, you need that from your software partner too. Look for a partner who gives you a proactive Customer Success Manager, access to online support, and the help of a solution-oriented software support team. 

Let us help you!

Tip

Xplor Gym is the software of choice for owners and operators. We’ve supported gyms and fitness clubs across the UK and all around the world through all phases of growth – from concept through to enterprise.

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Accurately assess the value of software 

The exact cost of gym management software will depend on factors like your size and how you intend to run your business. Different packages should be available to suit your needs – making it easy to upgrade as you go. 

When reviewing software prices, make sure you focus on value – the usefulness of the solution you pay for. 

Here are some ways to measure the value of gym management software: 

16. Building your brand & running a pre-sales campaign 

Strong gym branding is the most effective way to stand out when opening a gym. The most successful companies sell experiences, feelings, and ideas – all aligned to a distinct and deliberate brand. 

What is a brand & why is having one important? 

Your brand is the identity and story of your new business. A brand is more than just a logo – it incorporates every part of your business and every touchpoint with prospects and members. 

Intentionally designing and building your brand can bring a whole host of benefits. Including: 

Building your brand 

Follow these steps to set your business up for branding success: 

1. Outline your values, qualities, and benefits 

Think beyond profitability, success, and recognition – what’s the emotional driving force behind your business? For example, helping people live healthy lives or building body positivity. 

Write down why you’ve chosen to start a gym, why you’re passionate about it, and what you’d like to contribute to your local community/the wider fitness industry. Create a list of what will set you apart from others.  

Focus on how you’ll enhance the lives of your members rather than features or services. If you haven’t already, write your mission and vision statements – clearly explaining why you exist and why people should care about your brand. 

2. Define your target audience and create targeted messaging 

Create buyer personas to understand more about your ideal members. Consider their goals, challenges, and motivations. Segment your target audience into smaller groups based on demographics, goals, and interests.  

Use these personas to create messaging that will appeal to each group. 

3. Design your logo 

Assuming you’ve already chosen a brand name, you will need to design a logo. One that’s distinct and timeless. Work with a trusted designer or do this yourself by: 

A submark is a simple, small, identifiable brand design that you should consider creating for social media. Create a favicon too. This is a small icon used for your website that appears in the browser tab and in search results. 

4. Create brand guidelines 

Cover any rules around use of your brand name and logo, as well as: 

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Running a pre-sales campaign  

Get your new brand out there with a well-planned pre-sales campaign. And you’ll set the stage for a successful gym launch. Create brand awareness, attract supporters and build a loyal member base before you’ve even opened your doors. 

A pre-sales campaign is your plan to gain as many members as possible before opening your gym. It will cover a variety of marketing and sales activities over the months, weeks, and days leading up to opening day. 

When you’re opening a gym, a comprehensive pre-sales approach is a key part of a successful revenue. Why? It’ll help you generate early revenue and build a buzz in your local community.

Set the stage for success 

Begin by establishing your gym’s brand identity through a mix of digital and traditional marketing channels. 

Where you can, make sure you show what the gym you’re opening will look like. 3D renders can really help you bring your designs and plans to life for prospective members. Your equipment supplier may be able to help with this. 

Website 

Think of your website as the home of your business online. It can be tempting to skip past getting a website for your new business and instead rely on social media and word of mouth. 

But having a website will bring benefits in the long-term: 

You don’t need a full website straight away though. First focus on setting up a single landing page with a pre-registration form to capture details of people who are interested in learning more. 

As you go on, you can build out a more comprehensive website with details of what to expect from your gym, timelines for opening, and details of the pre-sales offer or offers you’re running. 

You could also add a form that lets members sign up to your mailing list or newsletter. This is a great way of building out a subscriber list to nurture into members. 

Social media channels 

Facebook. Instagram. TikTok. These are three of the most popular social media platforms that gymgoers use. Work out which are best for your business based on your target audience and your ability to use each one effectively. 

Set these up, securing your branded pages, and adding some basic info about the gym you are opening. Invite people to follow your new business accounts. Start posting, regularly sharing: 

Take people on the journey with you to make them feel part of the business. Make sure to dedicate time to interacting with others. 

Build community links 

Developing a presence in the community where you’re opening a gym right from the get-go can help set you up for success. 

Speak to other local business owners. See if there are any partnership opportunities – that could mean a co-marketing campaign, reciprocal marketing, or even providing corporate memberships to employees at local businesses. 

Start small with informal chats to introduce yourself and tell other business owners about your new gym. Create a favourable impression and you’ll be more likely to attract positive word of mouth marketing in the future. 

The two phases of a pre-sales campaign 

Lots of new gyms run pre-sales campaigns in two phases: 

Your gym management software should let you capture leads, schedule follow-ups, and automate communications. 

Call out style box to sit near the pick an attractive pre-sales offer section 

Pick an attractive pre-sales offer 

When you get to the second phase, you’ll likely want to run some type of offer or a series of offers. An appealing offer will help you generate revenue from the day you open, builds anticipation, and can even create a sense of community. 

Use urgency and scarcity to encourage prospective members to act straightaway and benefit from the offer. 

Ideas include: 

Early bird or founder membership deal 

Run a deal for a very limited time that’s only open to a limited number of early bird members. For example, get £25 off for the first 3-months when you’re one of the first 25 members.  

Your offer should be attractive enough to persuade someone to sign up for a gym that’s not open yet. 

Pre-opening access and events 

Offer exclusive access for a period for early members. You could treat this as a soft launch, fine tuning operations before you open your doors to a wider audience. 

During this time, put on special events and classes to give early members a taste of what’s to come. These can also help you create community from the get-go. 

Complimentary added extras 

Think personal training, fitness assessments, specialist classes, and small group training sessions. Offer added extras that’ll appeal to your target audience and give your first members a better understanding of what your gym has to offer. 

This can also encourage these members to buy into these extras over the longer term. 

Engage and welcome your first members 

You’ll need a structured onboarding process to convert pre-sales sign-ups into long-term, loyal members.  

Use personalised emails to regularly update pre-sales members on the progress you’re making with their new gym. Let them know what to expect when you open. 

Offer pre-opening access and/or host a grand opening event for pre-sales members.  

Put on tours. Run meet and greets with instructors and personal trainers. Offer introductory taster classes. And run tutorials to show members how to use your equipment. 

Above all, make sure your first members feel informed and appreciated. 

Use your gym management software to set up personalised onboarding journeys for new members once you’ve opened. Start small with this and build on it as you go along. Use triggers to tailor each journey to each individual member. 

A strong pre-sales strategy is essential for building momentum before your gym opens, ensuring early memberships, community engagement, and long-term success.

Start by creating a ‘Register Your Interest’ webpage to capture leads and build an email/SMS database for ongoing engagement. Use targeted social media ads, Google Ads, and local promotions (such as leaflets, banners and signs) to drive traffic to this page.

A limited-time, pre-opening membership deal creates urgency and rewards early adopters. Options include discounted rates, limited numbers, no joining fees, or added perks. Capping the offer builds demand, drives early sign-ups and long-term loyalty.

Use Computer-Aided Design (CAD) images and videos to bring your gym to life before it’s built. High-quality CGI visuals, virtual tours, and facility walkthroughs help potential members visualise the space and generate excitement.

A targeted member acquisition strategy will help you refine your pre-sales approach. Using targeted digital marketing can ensure your messaging reaches the right audience. Analytics and performance tracking will allow for continuous optimisation of campaigns.

Keep potential members excited with regular email and SMS updates, and social media progress updates. Exclusive pre-launch events, facility sneak peeks, and interactive content convert interest into memberships.
By combining strategic marketing, data-driven targeting, and ongoing engagement, your gym will open with a strong member base, ensuring long-term success.

Neil Haughin, Managing Director, Uplift Fitness Marketing

Find out more about Uplift Fitness Marketing

17. Creating a community from the get-go 

A thriving gym isn’t just built on equipment and classes – it’s built on a community of passionate, supportive members. If you can establish a strong community from day one, you’ll help set your new gym up for success. 

Members will feel loyal to you. They’ll tell others about the fantastic gym they’re a part of. And you’ll create an energetic, welcoming atmosphere that newcomers will find inviting. 

Much of what’s already been outlined in this guide will help you start building your community before you’ve even opened your doors. Here are some strategies to further cultivate that community spirit: 

1. Start with a clear vision 

Clearly articulate the culture you want to build. Inclusivity. Personal achievement. A focus on wellness. Your gym’s mission should be reflected in every interaction. 

Make sure your branding reflects a community-oriented vibe. Consistency helps people feel connected even before they set foot in your gym. 

2. Engage locally 

Organise free open days, fitness challenges, or pop-up classes in community spaces. These events generate buzz and let locals sample your offerings. 

Collaborate with nearby cafés, sports stores, or health food shops. Joint promotions and events can introduce your gym to a broader audience while strengthening community ties. 

Get involved in local charity runs or sponsor community events. This raises your profile and shows your commitment to the wellbeing of your area. Win-win! 

3. Use social media and online platforms 

Develop a community forum or a Facebook group where members can share tips, celebrate successes, and support one another. This digital presence reinforces offline relationships. 

Post success stories, member spotlights, and fitness challenges that encourage interaction. Consistent, engaging content helps build anticipation and loyalty even before your official launch. 

Use polls, Q&A sessions, and live-streamed workouts to make your online community feel heard and involved in shaping the gym’s culture. 

4. Encourage member involvement 

Encourage early members to bring friends by offering rewards such as discounted memberships or exclusive classes. This builds community and helps grow your member base organically. 

Set up ways for members to share their ideas and suggestions. Whether through suggestion boxes, surveys, or informal chats, valuing their input shows that their voice matters. 

Once you have a core group, empower them to organise community events, or host social gatherings. This creates a sense of ownership and deepens their connection to the gym. 

5. Create a welcoming environment 

Make sure your gym is a space where everyone feels welcome, regardless of fitness level or background. Train your staff to be approachable, knowledgeable, and empathetic. 

Small gestures, like personalised greetings or remembering members’ names, can significantly enhance the sense of belonging. 

Celebrate milestones together, whether it’s a member’s personal achievement or a community fitness challenge. Recognising individual and collective successes builds a supportive environment that keeps people coming back. 

18. Expanding your network 

Owning your own business needn’t mean you’re on your own! From knowledgeable suppliers to industry associations, there are so many ways to build a network of people willing to help you when starting a gym. 

Networking events 

Where you can, get out and about to industry events – the big ones for gym owners include: 

The networking group for independents 

It’s also worth joining Independent Gyms UK & Ireland – a dedicated membership platform that supports and champions independently run fitness facilities. 

There’s a Facebook group that’s free for gym owners to join – Independent Gym Owners UK & Ireland. This is the ideal place to ask any questions that arise and discuss pressing topics with your peers. 

And beyond this, you can sign up to a membership that brings a whole load of benefits – including having your gym listed on the find a gym tool. Helping gymgoers who want to support independents find your club. 

Here’s what members of Independent Gyms say about the platform: 

The wrap up…

Starting a gym business is a serious commitment. Make sure you go into it with your eyes open to the good and not-so-good.

Once you know that opening a gym is the right decision for you, think about the type of gym you want to create. Choose whether you want to be an independent operator or buy into a franchise.

From there, you’ll want to:

Opening your own gym business is a big deal. Our experts are here to help. From setting you up for success with an all-in-one gym management software solution to making handy introductions, let us help you on your gym ownership journey.