Starting a New Fitness Club

We’ve been there. We’ve done it. We know what it takes to launch new fitness ventures successfully.

The Atwood Group Difference

Our consultants have worked in the fitness industry for decades, are experts in their fields and bring a range of experience and knowledge to every project. We ask insightful questions and devise effective solutions to the inevitable problems that will arise as you start and develop your business. The ultimate goal of our work is to provide a launching point for our client’s vision and a road map for the future that results in success over the long term.


Business Plan Development

What? You’re ready to develop a fitness business and know that creating a winning roadmap and business plan takes more than an idea; it takes analysis and the ability to articulate and sell your concept if you are looking to attract investors.

How? We’ll review your plan and provide feedback, complete specific portions of the plan, i.e. the feasibility study, a marketing plan, financial projections, or write the entire business plan for you.

Feasibility Analysis

What? You want to make sure that your business idea is feasible before you jump in and spend thousands of dollars. Analyzing trade area demographics and the financial model of your proposed business will help you determine if your business idea and/or location is viable.

How? Our process helps define your service offerings, your target market and its untapped potential, the size of your potential opportunity and the barriers associated with it, and includes an overview of current industry trends and opportunities and topline revenue projections.

Financial Modeling & Financing

What? Having the professional financial documents you need, and knowing what to focus on when speaking with potential investors or banks will help you procure the financing you need to make your dream a reality.

How? We’ll develop comprehensive and professional financial plans and solid projections that utilize industry benchmarks and ratios as well as membership and program statistics and price averages scaled over time

Design & Build-Out

What? Getting the design of your club right given your budget and timeline is critical to attracting and retaining members and staff.

How? We’ll work with you and your architect or our expert architects to clarify your vision of the club’s look and feel and evaluate fitness equipment and space allocations based on your budget, the services you want to provide and the target members you want to reach.

Operational Planning and Support

What? You’ve never operated a fitness club before and know that the “nuts and bolts” that underlie the day-to-day detailed operations of any club are critical to establishing a successful business for the long term.

How? We’ll assist you in choosing industry-specific management software, work with you to create a staffing structure and hire and engage the best people, and put into place sales procedures, marketing strategies, member service policies and facility repair and maintenance systems that are customer focused, efficient, and results driven.

Go-To Market Strategies

What? Before the club opens, you know that starting strong and creating a sustainable business for the long term means having a comprehensive marketing strategy that will produce results and help you hit goals.

How? We’ll create and operationalize a marketing plan that includes website design and search engine optimized content, online and traditional advertising, email marketing, grassroots outreach, tried and true sales systems, and solid customer retention and referral programs.

Learn how we can help your business