How to Start a Gym: What No One Tells You (But You Absolutely Need to Know)

1. Stop dreaming. Start calculating.

Let me guess, your gym will have industrial lighting, neon green turf, wall-mounted rigs, custom dumbbells, and embroidered shirts. Awesome. But now put a price tag on it.

What does it actually cost to open a gym?

The average cost to open a modest, well-equipped training facility in North America is between
$25,000 and $200,000.

This includes:

• Lease deposits & rent (first/last month)
• Renovations & flooring
• Equipment (racks, plates, specialty gear)
• Insurance, permits, etc
• CRM & booking software
• Security systems, lockers, and signage
• Branding & marketing budget
• Initial staff costs, launch events, printing

Think you’ll pull it off with $10K and a few used dumbbells from Kijiji? You won’t.

Even if you find deals and DIY part of it, you still need working capital because clients won’t flood in on day one. You’ll have overhead before you have income.

Here’s what smart operators do:

• Build a spreadsheet. Itemize everything. Then double it.
• Plan for 6 months of operations with minimal revenue.
• Cut vanity upgrades and reinvest in sales, staff, and systems.

This isn’t about crushing your dream, it’s about funding it properly because the gym you can afford and run well beats the one that looks cool but bleeds you dry.

So, do the math. Then do it again.
And if it still holds up, you’re already ahead of 90% of new gym owners.

2. You’re not a trainer. You’re an entrepreneur.

Being a great coach doesn’t automatically make you a great gym owner.

Owning a gym means you’re not just a technician anymore. You’re a business operator. That comes with a whole new set of responsibilities.

To succeed long-term, you need to be good at what happens off the floor, too.

What running a gym means:

• Reading financial statements
  → Profit & loss, cash flow, monthly burn rate, or you’re flying blind.
• Negotiating commercial leases
  → Understand hidden costs, escalation clauses, and zoning. One bad deal can sink you before you open.
• Managing employees (and their moods)
  → Not just schedules; their personalities, egos, growth paths, and conflicts.
• Understanding digital marketing
  → Ads, lead magnets, conversion funnels, email sequences, SEO, retargeting, or you’ll pay someone overpriced to guess for you.
• Solving logistical chaos
  → Broken equipment, missed cleanings, client complaints, software bugs, last-minute no-shows… every week, something goes wrong. Own it, fix it.

The mindset shift:

If this turns you off, stay an employee. Or rent space. There’s no shame in that. Some of the best coaches in the world don’t run their gyms.
But if you choose ownership, step into the role fully. Get trained. Surround yourself with people who know finance, operations, and marketing.

Build that machine, and you’ll finally have the freedom you dreamed of.

3. Find a strategic location, not a sexy one.

Don’t fall for the trap of opening in a trendy loft with big windows and exposed brick… if your clients can’t find parking, don’t walk by it, or can’t afford what you sell. Your location isn’t just about aesthetics; it’s about accessibility, functionality, and profit.

Ask yourself the real questions:

• Do my ideal clients live or work within 10 minutes?
  → People don’t commute to a gym, they go to what’s convenient and familiar.
  → Think residential hubs, office clusters, or school zones, not the edge of the industrial park (unless you’re strength-sport-specific and niche).
• Is there free or easy parking?
  → Especially for early morning or evening classes, lack of parking = fewer clients.
  → Bonus: bike racks and walkability = community points.
• Is there consistent foot or car traffic visibility?
  → A plain sign on a busy street is often more effective than a beautiful space in a hidden alley.
  → Visibility = free daily impressions.
• Does the zoning allow a fitness facility?
  → Don’t sign anything before checking municipal codes. Some commercial leases restrict training, music volume, or group activities.

Red flags to avoid:

• Paying premium rent just because the space looks cool
• Choosing a location far from your actual market or niche (ex, high-performance athletes vs. general pop)
• Ignoring accessibility for clients with injuries, strollers, or low mobility.

Bonus strategic tip:

Before signing, simulate the client experience:
Try arriving at 6:00 AM, parking, entering the space, and imagining a first-timer walking in.

Ask yourself:

• Is it welcoming?
• Is it easy to find?
• Does it match the price point I’ll charge?

4. Invest in what pays off, not what looks good.

You don’t need every shiny, new machine to build a serious training space. In reality, power racks, dumbbells, barbells, basic cardio, and a few essential machines will allow you to train 95% of the population effectively if you start with a low budget.

What actually matters?

• Reliable equipment
  → If it breaks down or wobbles, it’s a liability, not an asset. Focus on proven, commercial-grade essentials.
• Well-optimized space
  → Layout > square footage. Make movement between zones fluid. Avoid clutter. Respect the training flow.
• Good sound & climate control
  → Loud music + poor ventilation = people leave. Keep the vibe high and the air fresh.

Here’s your secret weapon:

Designate 1–2 rooms for group training. Whether it’s Zumba, martial arts, or circuit training, this is one of the highest revenue-per-square-foot streams you can create.

You can charge by the head, run multiple classes per day, or sublease the space to external coaches. You can easily charge $100 to $150 per month for clients who only participate in group training without access to the free weight area. With just 50 memberships, which is a very conservative estimate, you could generate $5,000 to $7,500 per month, enough to cover your basic operating costs when starting. The potential is unlimited, especially if you have more than one room available.

Avoid the classic trap of overspending on looks. A sleek logo and LED lights won’t help if your squat rack is broken, your music system sucks, or your programming is weak.

5. You must sell. Every single day.

Here’s the truth: the gym won’t fill itself.

No matter how great your equipment, layout, or programming is, if people don’t know you exist (or forget you do), you lose.

That’s why you must be ready to sell morning, noon, and night. Not in a sleazy way, but in a way that communicates your value, vision, and results.

You need a multi-channel marketing machine.

Here’s what that includes:

• Local networking
  → Build relationships with physiotherapists, chiropractors, sports teams, schools, and local businesses.
  → Run “Lunch & Learn” sessions, sponsor events, or offer exclusive partnerships.
• Consistent content creation
  → Post educational and motivational content across platforms (Instagram, YouTube Shorts, Reels).
  → Think: behind-the-scenes, client wins, tips, short videos that position you as the expert.
• Trial offers & lead magnets
  → Free week, $49 for a 21-day challenge, open house, downloadable fitness guide. Something with low friction that gets people through the door.
• Client follow-ups
  → Systematically track leads and former clients.
  → Use SMS, email, and DM automations, but always follow with personal touches.
• SEO and referral strategy
  → Optimize your Google Business profile, collect reviews, and use local keywords on your website.
  → Build a referral program that rewards word-of-mouth loyalty.

Mindset check:

If you hate selling, talking on camera, or following up… You will lose to the person who doesn’t.

Being an entrepreneur means becoming a highly efficient jack-of-all-trades:

• You don’t need to love marketing, but you must respect its role.
• Your job is not just to coach. It’s to bring in the people who need that coaching.

6. Never price your services just to survive.

Forget the $29.99 monthly memberships unless you have a 10,000 sq. ft. facility, 500+ members, and the systems to manage high churn, low loyalty, and minimal client interaction.

Focus on a high-value, low-volume model that reflects your expertise and delivers actual transformation.

Here’s what that looks like:

• Offer high-value packages
  → Semi-private coaching (3–5 clients per coach)
  → Guided memberships with progress tracking and periodic assessments
  → Specialty services: performance testing, corrective training, sport-specific prep, rehab-focused programs
• Serve fewer clients, but serve them exceptionally
  → With better intake, better follow-up, and better outcomes
  → Build better relationships, not just recurring payments
• Price based on value, not fear
  → Stop undercharging out of insecurity
  → You’re not selling access to dumbbells, you’re selling transformation, education, and long-term results
  → Clients who value it will pay for it and stay longer

Mindset shift:

Your gym isn’t meant to be “for everyone.”

It’s meant to be indispensable to the right people.

The ones who care about performance, results, and expert guidance, not just having a place to sweat.

Keep in mind the 80/20 Pareto Principle: 20% of your clients will generate 80% of your revenue.

Even more striking: 4% of your clients can account for up to 64% of your revenue.

So focus your energy on the top 20% and especially the top 4%, the clients who deeply value what you offer and are willing to invest in it.

7. Stop Waiting for Super Coaches, Build Them

Waiting to “find the right coach” is a fantasy.

The best coaches are already booked, building their brand, or running their own gym.

So what’s your best move?

You build a team from the inside out.

Here’s how to do it:

• Create a strong internal culture
  → People stay where they feel valued.
  → Lead by example, offer mentorship, and recognize growth, not just results.
• Offer more than just a pay rate
  → Don’t just give them $30/hour and expect them to stay.
  → Offer a commission on everything they sell (for example, 10%).
  → Provide a development path: monthly education, mentorship, and leadership
  opportunities.
• Build a clear progression system
  → Example: Coach → Senior Coach → Lead Programmer → Mentor/Manager
  → Tie this to clear metrics: client retention, leadership, client results, continuing education.
• Invest in real certification
  → Once your team is in place, provide access to a top-tier strength & conditioning certification
  → Highly certified coaches = better results = higher client trust = premium pricing.
• Create internal growth tools
  → Have your onboarding process, in-house education days, and regular coach debriefs.
  → Host monthly “training labs” where staff practice assessments and coaching scenarios together.

Why this matters:

If you don’t build from within, you’ll be stuck in an endless loop:

• High turnover
• Inconsistent client experience
• Constant re-training
• Poor team cohesion

A great gym isn’t built by waiting for already successful coaches. It’s built by creating an environment where people become their best.

Ever searched for a high-level certification with a complete approach?

Institute FPP was created for that purpose: to deliver real results and make strength coaches
truly versatile. Here’s the link.

8. Build a community, not just a facility.

What keeps a gym alive long-term isn’t the squat racks; it’s the relationships. Clients might come for the training, but they stay for the people, culture, and the community.

Concrete ways to build community:

• Create group rituals
  → Start every Monday with a “Coach’s Tip of the Week”
  → Do a team warm-up at the same time for small group sessions
  → Use a gym “chant” or motto before PR attempts or at the end of group classes
• Establish a unique social media presence
  → Share member shout-outs, behind-the-scenes, and transformation stories
  → Speak your language, fun, bold, raw, or scientific, and stay consistent
  → Use a branded hashtag for community members to share their progress
• Host internal events every 4–8 weeks
  → Examples: strength tests, hypertrophy challenges, “Earn Your Shirt” workouts
  → Outside the gym: community BBQs, coffee runs, or volunteer days
  → Celebrate milestones (1-year members, birthdays, PR boards)
• Create physical and digital symbols of belonging
  → Branded T-shirts are only given after completing a challenge
  → A private Facebook or Discord group to share wins and ask questions
  → A wall of fame, gym bracelets, or progress photo boards

Give them that, and you won’t just retain members, you’ll create brand ambassadors.

9. Always leave financial room to breathe.

Your gym won’t be packed on day one. It may take 12 to 18 months before you see consistent, predictable cash flow, even with a great concept and strong marketing.

That’s why you need a solid financial buffer, not just to survive, but to stay strategic under pressure.

• Plan for 6 to 12 months of operating reserves. That means covering rent, salaries, utilities,
  marketing, and software even if zero clients walk in that period.
• This breathing room allows you to make smart, proactive decisions: invest in ads during slow months, replace or repair key equipment without panic, hire or retain great staff without making short-sighted cuts.
• Cash buys time. And time lets you adapt, test, learn, and grow.

Your vision deserves a runway. Build one before you take off.

Conclusion: The grind is brutal, but the reward is incredible.

Opening a gym is a serious commitment.

It takes time, energy, and patience. There will be moments of uncertainty and plenty of challenges to overcome. But if you stay focused and consistent through the early stages, you’ll build something truly meaningful, a space that changes lives, including your own.

If you’re willing to invest yourself, your gym can become so much more than just a business; it can become a reflection of your values, your mission, and your impact on the community.

Follow the right path, stay connected to your purpose, and take action with intention.

If you do that, building your gym won’t just be a goal. It will become one of the most rewarding journeys you’ll ever experience.

Stay strong and keep leaning.

– Simon D. Ducharme, Strength coach – Founder of Institut FPP