Scaling a fitness business presents a unique set of challenges and opportunities. Many gym owners dream of rapid expansion, but the path to successful gym growth often involves a more measured and strategic approach.
For example, when Chip Wilson founded Lululemon in 1998, the clothing was solely for women who do yoga. Today, 26 years later, Lululemon is world-renowned lifestyle brand. It’s popular with men and women, whether or not they practice yoga. This shows the power in starting small, with a niche market. Build excellence in your niche and grow strategically from there.
Welcome to the Gym Growth Blueprint Series! We asked gym owners, “What’s the one piece of advice you’d give a new gym owner?” As gym owners ourselves, the PushPress team is passionate about helping others succeed.
Today’s advice comes from gym owners Kiel Holman, Carolyn Kennedy Rhodes and Joe Piwoszkin.
“Don’t try to do too many things to start,” said Holman, who formerly owned an affiliate and now runs Beyond Strength & Endurance. “You might have the ability to, but stick to core business and expand from there.”
“Grow slowly and don't push beyond what your gut tells you,” offered Rhodes, owner of Rock Steady Boxing Rocket City in Huntsville, AL.
And finally, Piwoszkin, owner of Plus Ultra Fitness in Fort Wayne, IN, recommended, “Don’t rent too big a space.”
Putting Strategy into Practice for Gym Growth.
Stick to Core Business and Expand from There.
When opening a gym - or looking to scale one - it’s tempting to diversify by offering a wide array of services. However, it’s crucial to concentrate on what you do best. So if you’re a new gym, focus on your core service first. This will not only ensure quality, but should help you manage resources effectively as well.
Note that this doesn’t mean you can’t offer high-ticket gym services. In fact, the opposite is true. Your core service might be group classes, but onboarding could be extensive. For example, you could require a certain number of personal training and nutrition coaching sessions before “graduation.” At that point, members could transition into a hybrid membership.
Once you’ve dialed in your core service, then - and only then - you could consider gym growth through additional services. Perhaps that’s a barbell class or recovery options like cold plunge or saunas. Anything you add should be based on consumer demand and a projected increase in business performance. But offering too much too soon can take away from your ability to perfect your core service.
Grow Slowly and Trust Your Gut.
As an entrepreneur, you’ll find that trusting your instincts will likely serve you well toward gym growth at a sustainable pace. You’re the one who knows your business best. So your inclinations often come from having the most knowledge and experience with it.
Sometimes, gym owners have unexpected quick success, which makes it easier to fall into traps. For example, let’s say you’re one year into owning your business and it’s going well. You hear that the gym nearby is looking to sell. Because you’re doing so well, it can be tempting to consider buying this second gym.
Then the gut feeling kicks in, reminding you that you have a good thing going. It suggests that you give it more time before opening a second location. Experienced gym owners will tell you it’s never a bad thing to trust your gut. And when it comes to these big decisions, only listen to trusted friends and family, and definitely consider hiring a business mentor.
Incremental growth will allow you to adapt to changes and manage challenges effectively. This ensures that each stage of your expansion is sustainable for long-term success.
Pro Tip: Did you know that PushPress offers a free option for new gyms? If you’re just getting started, PushPress Free is here to help you with billing, scheduling, community engagement and more!
Choosing the Right Space for Gym Growth.
Finding the ideal space might be one of the most challenging feats for a gym owner. But it’s critical for the long-term growth of your business.
It can be tempting to secure a large facility in anticipation of future growth. But renting too big a space can lead to unnecessary financial strain, especially in the infancy of gym ownership.
So start with a space that meets your current needs and if possible, allows for moderate expansion. As your membership base grows and your services expand, you can reassess your space requirements. This helps manage overhead costs and ensure you’re not stretching your budget too thinly.
Need help? Check out the PushPress Blog series about finding the right gym space:
- The Dos and Don’ts of Negotiating Your Lease
- A Tale of Three Locations in Three Years
- A Tale of the $30,000 Lease Mistake
- The Dos and Don’ts of Building a Gym
- A Tale of Retail Space and Triple Net Leases
- Successfully Investing in Gym Real Estate
- When Owning a Gym is Better than Renting
Four Quick Tips to Scale Your Fitness Business the Right Way.
- Invest in Technology. Leverage gym management software (ahem, PushPress) to handle billing, scheduling and key gym operations more efficiently. The right technology can significantly improve key gym metrics and enhance your gym members’ experience.
- Build a Strong Team. Hiring and retaining coaches who align with your gym’s values and culture is crucial for delivering exceptional service and supporting business growth.
- Market Strategically. Develop a targeted marketing strategy for gym growth to attract new members and retain existing ones. In addition, be sure to use a CRM (customer relationship management) tool like PushPress Grow for lead generation and nurture.
- Monitor Financials Closely. Keep a close eye on your gym’s financial reports to make informed decisions and maintain financial health as you scale.
In Summary: Gym Growth Comes with Patience and Strategy.
Scaling your fitness business requires a thoughtful and strategic approach. By focusing on core services, growing at a sustainable pace, and choosing the right space, you can build a solid foundation for long-term success.
In addition, invest wisely in technology for more efficient operations. Hire and retain a strong team that aligns with your vision and cultures. Market strategically for gym growth. And be sure to monitor your financial reports along the way, to help you make informed business decisions.
