How to Start a Gym: What No One Tells You (But You Absolutely Need to Know) – Part 2

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.

Conclusion: Build With Purpose, Not Panic

If you’ve made it this far, it means you’re serious, not just about opening a gym, but about building one that actually works. You now understand what separates a hobbyist from a true business owner: smart investments, consistent sales, and confident pricing.

You don’t need to chase every trend or please everyone.

You need a clear vision, a strategic plan, and the courage to stand behind the value you offer.

You’re not just creating a space to train, you’re building a business that transforms lives and sustains your mission. And you’re already ahead of the curve because most people skip these steps.

But we’re not done yet.

In Part 3, we’ll delve even deeper: how to build your team, systems, and brand so you can grow sustainably and lead with impact.

Ready to build something that lasts?

Stay strong and keep leaning.

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