To be a sucessful gym, the bottom line is that
you must get people through the door.
1. Think About Your Theme
Picking a theme is simple if your gym is the only game in town. However, if there are already a few competitors out there, think hard on how to set yourself apart.
At the basic level, you'll need cardio equipment, machines, and free weights. However in larger cities, newer niche gyms are beginning to pop up, such as boxing clubs that only consist of heavy punching bags hanging from the ceiling like bats in a cave. How is that popular? A lot of people come in for the power hour (not just boxers) and let off steam by pounding a 200-pound sandbag and doing some cardio. The draws are intensity and great music.
Other gyms draw an outdoorsy crowd with rock climbing walls or spinning bikes. There are even gyms that combine fitness and gaming to make your workouts truly virtual. Currently, the newest and most popular gym type is CrossFit. With timed workouts using lots of exercises and little rest in between them, these may be the ultimate timesaving full-body blasts.
CrossFit has even become a competitive sport, and CrossFit gyms are sprouting up like weeds in an untended backyard. So think about the type of people you want to draw and focus on it.
Whatever theme you choose, it should be one that fits some sort of fitness demographic. A good strategy is to keep things simple at first, and then slowly build from there. Remember, it takes more than 10 years for most gyms to turn a profit, so be patient. For more value added, consider teaming up with a local physician or physical therapist to share space and provide fitness rehabilitation services.
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