Sample

Table of Contents
Executive Summary ..................................................................... 6

Business Description.................................................................................. 6
Product and Services ....................................................................................... 6
The Market ................................................................................................... 7
The Competition ............................................................................................ 7
Operations ................................................................................................... 7
Management Team ......................................................................................... 7
Risk / Opportunity .......................................................................................... 8
Financial Requirements .................................................................................... 8
Financial Summary .......................................................................................... 8
Business Description ................................................................... 10

Industry Overview ................................................................................ 10
Company Description ............................................................. 11
History and Current Status ....................................................... 11
Goals and Objectives ............................................................... 11
Critical Success Factors........................................................... 12
Company Ownership .............................................................. 12
Exit Strategy........................................................................................... 13
Services ................................................................................... 14
Service Description ............................................................................... 14
Unique Features or Proprietary Aspects of Product/Service .................................. 16
New and Follow-on Products/Services ......................................... 16
The Market ............................................................................... 17

Industry Analysis .................................................................................. 17
Market Analysis .................................................................................... 21
Competitor Analysis ............................................................... 25
Marketing Strategies and Sales ...................................................... 29

Introduction .................................................................................. 29
Market Segmentation Strategy .................................................. 29
Targeting Strategy ............................................................................... 29
Positioning Strategy ............................................................... 30
Product/Service Strategy ........................................................... 30
Pricing Strategy .................................................................... 30
Promotion and Advertising Strategy ............................................ 31
Sales Strategy ...................................................................................... 32
Sales Forecasts .................................................................................... 34
Management ............................................................................. 36
Company Organization. .......................................................... 36
Management Structure and Style ............................................... 36
Legal Structure ....................................................................................... 37
Operations ............................................................................... 38
Operations Strategy ............................................................... 38
Scope of Operations .............................................................. 38
Location ...................................................................................... 38
Personnel ..................................................................................... 39
Operations Expenses .............................................................. 40
Financials ................................................................................. 42
Start-up Funds ..................................................................................... 42
Assumptions .................................................................................. 42
Break-Even Analysis ............................................................... 43
Balance Sheet ...................................................................................... 44
Income Statement ................................................................... 45
Cash Flow. .......................................................................................... 46
Ratio Analysis ...................................................................................... 47
Funding Request ........................................................................ 48

Capital Requirements ............................................................. 48
Risk/Opportunity ................................................................................. 48
Appendix ................................................................................. 49
Year 1 – Monthly Profit & Loss Proforma ....................................... 49
Year 1 –Monthly Unit Sales ....................................................... 50
Year 1 – Monthly Unit Prices ................................................. 50
Year 1 - Monthly Sales Forecast ................................................. 51
Year 1 - Monthly Direct Unit Costs Forecast ................................... 51
Year 1 - Monthly Direct Cost of Sales Forecast ............................... 52
Executive Summary
Business Description
Fitness Center Company is a unique fitness facility with a strong focus on providing
practical lifestyle enhancement to its members in an upbeat, friendly, yet adult-
oriented atmosphere. As a first-class exercise facility, the company promises to deliver
the highest level of personal service and attention to its members.
Product and Services
Fitness Center Company provides its members with the latest in fitness and martial arts
techniques. From group or corporate, to individual training, the company will
customize specific programs geared for all fitness enthusiasts, from beginners to
professional.
Fitness programs offered include:
A group fitness training program geared to groups of

Tone & Fit individuals seeking to be motivated by those within the
group.
A private training program uniquely designed for clients
seeking to find their fitness comfort zone through
Private Fit personalized, one to one training, in a stress free,
structured environment. Semi-private sessions for 2 and 3
participants are also available.
An intensive fitness and weight loss program geared to
Boot Camps
individuals superior results.
A personalized training program designed with the
Private Group Fit group's overall fitness goals in mind, whether it's weight
loss, muscle tone, flexibility or a combination.
A type of Private Group Fit that is designed specifically
Corporate Fit for corporations. Customized and appealing to clients in
both large and small corporate societies.
A fully graded Karate program designed to get the
Karate Fit participants in shape while developing overall mind body
discipline and, at the same time, participants have fun.
Using the Hatha Yoga methods, the programs are
Yoga Control
designed to provide strength, flexibility and relaxation.
The Market
The Canadian Health and Fitness Club Industry has been experiencing tremendous
growth for a number of years, with revenues totaling approximately 2.22 (CDN) billion
dollars in 2008. Total memberships in 2008 were approximately 5.3 million, with
approximately 16.2% of the Canadian population being enrolled in a local fitness
centre. Personal training continues to be the strongest growth segment of the fitness
industry. This trend is expected to continue as personal trainers expand their services
beyond a general exercise program.
The Competition
Competition within the Canadian Health and Fitness Industry is fiercely intense, diverse
and fragmented. The number of health and fitness centers is expanding rapidly,
specifically within the larger metropolitan areas in Canada.
Fitness centers have become more specialized, offering unique services and providing
a large range of fitness related services to their members.
The larger fitness chains, such as; Good Life Fitness, Extreme Fitness and Curves, tend
to dominate the market. However, a trend for unique fitness services, such as those of
Greco Lean and Fit, Free Form Fitness etc., are increasing in popularity as individuals
seek a more specialized and alternative methods to achieve physical fitness.
Operations
The day to day operations of Fitness Center Company w ill be focused on delivering
exceptional group training and personal training services, within a positive and inviting
atmosphere.
The Fitness Center Company facility will be approximately 3,000 square feet, and
include adequate workout rooms, office and administrative areas, and
washrooms/showers.
The staff at Fitness Center Company w ill be selected on the basis of being the top in
their perspective fields. Staff members w ill include personal trainers, sales and
marketing specialist, an administrative assistant, and facilities maintenance personnel.
Management Team
The management team is composed of the solid experience of Owner 1, a 20 veteran

in the health and fitness industry, a former martial arts and fitness center owner, a
certified personal trainer and second degree black belt recipient in the martial arts of
Karate.
The management structure at Fitness Center Company w ill be uniquely setup to
establish long term growth and sustainability. The day to day operations of Fitness
Center Company w ill be managed by Owner 1.
Risk / Opportunity
The greatest risks deliberating the success of Fitness Center Company are market and
execution risk. Because of the sensitivity of the fitness industry, Fitness Center
Company would have to be cognizant and aware of the changing developments in
these areas.
The opportunities for Fitness Center Company are significant; and the company is in a
position to become a major force in the industry, providing unique group fitness
programs and personal training. This can only be established with adequate resources,
available capital, and strategic marketing implementation.
Financial Requirements
In order to establish a successful launch of Fitness Center Company, and support

comfortably its growth through the first two years, the management team estimates an
overall start-up budget of $46,000 (forty-six thousand dollars).
Financial Summary
Fitness Center Company is expected to achieve sales of $1.25 million by Year 5 (2014).
Net Profits are expected to reach just over $580,000 for the same Year.
$1,400,000
$1,200,000
$1,000,000 Sales vs. Net Profit
$800,000
$600,000
$400,000
$200,000
$‐
$(200,000)
2010 2011 2012 2013 2014
Sales Net Profit
2010 2011 2012 2013 2014
Sales $239,741 $455,539 $640,421 $896,589 $1,255,225
Net Profit $(27,529) $59,962 $172,367 $340,895 $584,987
Gross Profit margins w ill on average be at 82% for the five year period, w ith Operating
Margins increasing steadily from -11% on Year 1 to 62% by Year 5. Net Profit margins
will continue to increase annually, with a target of 47% by Year 5.
100%
Margins
80%
60%
40%
20%
0%
‐20%
2010 2011 2012 2013 2014
Gross Profit Margin Operating Profit Margin Net Profit Margin
2010 2011 2012 2013 2014 5 Yr. Avg.
Gross Profit Margin 66% 78% 84% 89% 92% 82%
Operating Profit Margin -11% 18% 36% 51% 62% 31%
Net Profit Margin -11% 13% 27% 38% 47% 23%

Business Description
FiTo is a unique fitness facility, with a

strong focus on providing practical
lifestyle enhancement to its members
in an upbeat, friendly, yet adult-
oriented atmosphere. As a first-class
exercise facility, the company
promises to deliver the highest level of
group training and personal training
service and attention to its members.
Fitness Center Company is currently located at 1061 Merivale Road, Ottawa, ON, but
will be looking to relocate at the end of July, 2010. The Company’s permanent location
is currently being sourced through a number of major realty organizations.
While Fitness Center Company would be considered a “start-up,” the members of the
management team have previously owned a similar type of facility, catering to martial-
arts and fitness enthusiasts.
Fitness Center Company w ill target middle to upper income individuals, and
professionals, between the ages of 30 – 65, living / working in the region of Ottawa,
Ontario.
The fitness industry presents a number of challenges including; retention, attrition and
competition. In order to respond to these challenges, Fitness Center Company w ill
combine a strategic company focus, along with relationship management strategies,
and a high standard of service to ensure that every client receives the ultimate
experience in fitness training.
Industry Overview
The fitness industry is one of the fastest growing industries. Financial Week magazine
listed the fitness sector as one of the few industries that prospered in 2009, with an
approximate growth of 2.2%. Some of the mains reasons include; increasing risk of
disease related to obesity, and the increase in the “Baby Boomer” population exploring
new ways to maintain their independence and functionality. Entrepreneur Magazine
reports that fitness is a $17.6 billion dollar industry that has doubled in size in the last
10 years.
© Xavier & Associates 2010 P a g e | 10

There is an increasing popularity by individuals for the need of becoming fit. Obesity
affects 300 million people worldwide. Nearly 130 million adults in US are overweight,
and 61 million are obese. According to Statistics Canada, approximately 51% (17.2
million) of Canadian adults reported excess weight in 2008. Risk for heart disease and
high blood pressure is 2 to 4 times higher among the over 18 million North Americans
with diabetes. In Canada, annual medical spending for the treatment of overweight and
obese people is nearly 9% of all health expenditures.
Company Description
Fitness Center Company w ill operate as a Limited Liability Corporation. Fitness Center
Company is newly formed business derived from an existed business, with a diverse
number of service offerings and unique business model.
The Company operates in the fitness industry, offering a unique style of fitness
training geared toward clients who are seeking long term results, better lifestyle as a
result of being fit and a healthier body and mind. Fitness Center Company is located in
the city of Ottawa, Canada’s fourth largest census metropolitan area and capital city.
History and Current Status
Fitness Center Company originated from the extension of a previous business owned
by Owner 1, “Elite Martial Arts and Fitness Center.” The company was formed to cater
to the increasing demand from clients seeking a number of alternative methods to
achieving physical fitness.
Mission Statement
To provide first-class comprehensive fitness and nutritional solutions designed to

enhance its members' health and well-being. It does this in a friendly non-intimidating
atmosphere and by focusing on superior personal service and attention to detail.
Get Fit. Stay Fit. Have Fun.
Goals and Objectives
The company’s goals and objectives include;

 Increase the client base by 100 customers within the first year of operation.
 Relocating to a large and more appropriate location facility by the first year of
operation.
 Increase total memberships to 500 within 5 years.

Critical Success Factors
The critical success factors required for the success for the company include;
1. Client Retention – Retaining new clients, particularly within the first year of
operation, w ill be very important in order to achieve the company’s projected sales
objectives. To ensure the required number of clients are retained quickly, Fitness
Center Company w ill allocate a substantial part of the company’s budget to marketing
and promotion activities.
2. Low Attrition Rate – By keeping the rate of clients that no longer require a
membership with Fitness Center Company at a low rate, the company w ill be able to
achieve the sales objectives and increase the client base.
3. Brand Recognition – Building awareness and name-brand recognition w ill be
key to retaining new clients and achieving sustainable growth. Once this has been
achieved effectively, the market w ill come to view Fitness Center Company as a leader
in fitness and specialized training.
4. Superior Customer Satisfaction – Within any service oriented business, growth
and stability is dependent on the ultimate satisfaction of a company’s clients. By
delivering superior customer service to all of its clients, Fitness Center Company w ill be
able to establish a low attrition rate and also capitalize on the “Word of Mouth”
marketing concept.
5. Superior Facility – Securing an adequate facility is very important to effectively
service the needs of the company’s clients, including; adequate floor space required
for the specializing training services, areas to shower and change facilities, abundant
parking space, and easy access by multiple methods of transportation.
Company Ownership
The ownership of the company will divided between the two individuals, Owner 1 and
Owner 2.
As of April 1, 2010
# of % of
Title
Shares Ownership
Owner 1 Co-Owner 50 50
Owner 2 Co-Owner 50 50
TOTAL 100

Exit Strategy
A number of possible long term exit strategies have been identified.

1. Sale of the Company - Fitness Center Company w ill sell all its assets to a buyer
in search of establishing a new business within the fitness industry, or a buyer with an
already established brand in search of expanding their operations.
2. Merger - Fitness Center Company w ill explore the possibility to merge with
another health and fitness organization seeking to incorporate the company’s unique
services into their similar type business model.
3. Liquidate All Assets - Fitness Center Company achieve liquidity by diluting the
business operations and selling all assets.

Services
Service Description
Fitness Center Company provides the follow ing fitness services:
Tone and Fit
Fitness Center Company recognizes that there is definitely strength in numbers, which
is why the company has designed a group training program that is amongst the finest
in the area. The group training programs allow clients to become a support system
onto one another helping them to reach their personal health goals. The Tone and Fit
program is designed to provide the optimal amount of strength training, flexibility and
cardiovascular exercises. Tone and Fit includes a combination of weight training,
cardio, yoga, Pilates and martial arts.
Private Fit
This program allow s clients to find their fitness

comfort zone through personalized, one to one
training and allow s the participants to open up in
a stress free, structured environment. Semi-
private sessions for 2 and 3 participants, are also
available.
Boot Camps
Losing that last 10-20 pounds can be the most

difficult task of all which is why Fitness Center
Company has developed fitness boot camps. The emphasis is on weight loss and to
prepare the participant(s) for a long term fitness plan. Participants are encouraged to
work at their own pace while feeding off the energy and drive of other participants.
Private Group Fit
Private Grout Fit programs are designed w ith the “group's” overall fitness goals in
mind, whether it's weight loss, muscle tone, flexibility or a combination. Groups can be
teams, businesses, families, friends or whatever group of people want to get together for
common fitness goals. The program allows the groups to focus on their overall goals
without the distraction of a larger group atmosphere. Groups can vary from as few as 4
people to as many as 15 or more.

Corporate Fit is a type of Private Group Fit designed specifically for corporations. Now
more than ever before, corporations are beginning to recognize the manner in which
health impacts their bottom lines. It is quite simple - a healthy employee equals a more
productive employee equals a better end of the year balance sheet. To satisfy this
growing need, Fitness Center Company develops customized corporate wellness
programs that appeal to clients in both large and small corporate societies.
Karate Fit
This program is a fully graded Karate program designed to get the participants in
shape, while developing overall mind body discipline and, at the same time, have fun.
Yoga Control
Yoga Control is designed to provide its participants the benefits of mind and body
control, through the use of Hatha Yoga.
SERVICE DESCRIPTIONS / RATES / FREQUENCY

Product Name Duration Sessions Per Month Price Per Month Per Session
Group Fit (TF,K,Y) Drop In 1 1 $10 $10 $10
Group Fit (TF,K,Y) 4 weeks 20 20 $100 $100 $5.00
Private Fit 1 sessions 1 1 $80 $80 $80
Semi Private
1 session 1 1 $100 $100 $50
(2 or 3)
Semi Private
4 sessions 4 4 $360 $360 $45
(2 or 3)
Semi Private 8 sessions 8 4 $640 $320 $40
(2 or 3)
Semi Private 12 sessions 12 4 $840 $280 $35
(2 or 3)
Boot Fit Camp 4 weeks 28 28 $300 $300 $10.72
Private Group (4+) 1 session 1 1 $225 $225 $225/group
Private Group (4+) 4 sessions 4 4 $800 $800 $200/group
Note: TF = Tone and Fit, K = Karate, Y = Yoga

ULTIMATE PACKAGE DEALS
Package Duration Price
Tone and Fit Complete - consultation, 12 weeks group sessions 12

$599
unlimited, 4 private lessons, nutrition plan, workbook weeks
Super Fit Complete - 2 consultations, 24 weeks group sessions 24

$1099
unlimited, 8 private lessons, nutrition plan, workbook weeks
Unique Features or Proprietary Aspects of Product/Service
The training programs offered at Fitness Center Company

are unique in the sense that they offer “total body” fitness,
in comparison to just targeting specific areas of the body.
The main benefit to this type of fitness regime is that it
caters to the main goals of its clients, which includes losing
weight, staying fit, and increasing performance. This is all
accomplished in a “fun” and “safe” manner that helps
clients to stay motivated and focused.
Each program is designed specifically to meet the goals

and needs of the client, from beginners to professional
athletes.
New and Follow-on Products/Services
The long term strategy is to open 1 new facility location

per year. The business model is easily extendable due to the low overhead of costs in
operating these facilities. Because these facilities are not equipment based, startup
costs are also low.
Indirect costs are limited with “marketing” costs being a large percentage of these
overall costs. As the brand develops, these costs will also be reduced. Direct costs
(trainers) are based on demand and w ill be directly aligned with the various programs
and adjusted accordingly.
A "non-franchise franchise" model w ill be applied to each new facility. A franchise
owner w ill not be required to provide startup funds. Fitness Center Company w ill
provide all programs, branding and marketing services. The franchisee owner will only
be responsible for the ongoing operations and for the profit and loss of their facility.
Fitness Center Company w ill receive a percentage of total revenues.

The Market
Industry Analysis
In 2008, the global health club industry generated an estimated (CAD) $69.6 billion in
total revenue, serving nearly 117,500,000 members at more than 122,000 facilities
worldwide. This represents solid growth across the board from 2007, when 108,059
clubs served 106,774,500 members and brought in (CAD) $62.3 billion in revenue.
GLOBAL MARKET SIZE & SCOPE
Total Industry Total # Total #

Revenue (USD) of Clubs of Members
Europe $33,292,523,912 46,736 40,685,750
North America $22,699,904,000 35,759 53,438,100
United States $19,100,000,000 30,022 45,570,000
Canada $2,101,000,000 5,047 5,370,000
Mexico $1,498,904,000 2,200 2,498,100
Asia $8,575,700,000 16,390 12,974,000
Australia $2,207,000,000 3,200 3,010,000
South America $1,365,760,000 19,638 6,002,000
Africa $26,419,683 750 1,379,525
Total $68,167,307,595 122,473 117,489,375

Source: The IHRSA Global Report 2009
According to the International Health, Racquet and Sportsclub Association, the

Canadian health and fitness club industry revenue (CDN) totaled approximately 2.22
billion dollars in 2008, an increase of 16.2% year over year in comparison to 2007.
There were 5,047 clubs in Canada in 2008, an increase of 3% year over year in
comparison to 2007. Total memberships grew by 735,000, to 5,370,000 in 2008 from
the previous year of 4,635,000.
Approximately 16.20% of the Canadian population were members of a health club in
2008. In comparison to the Top Global Markets, Canada was second to Spain with
regards to the % of the population that participated in the industry.

Top 10 Global Markets
Members as % of Population
Spain 16.59%
Canada 16.20%
United States 16.00%
Sweden 14.74%
Netherlands 14.55%
Australia 12.40%
Norway 11.91%
UK 11.86%
New Zeland 10.80%
Finland 10.50%
Sources: Americas: U.S.: IHRSA analysis and American Sports Data, Inc. Canada: Industry Experts; Asia-Pacific:
2008 IHRSA Asia- Pacific Market Report (Deloitte analysis); Europe: 2008 IHRSA Europe Market Report (Deloitte and GfK
analysis)
The industry offers a wide array of

services ranging from athletic clubs to
dance centers. The largest product
segment is health and fitness centers
(including gyms), which draw
approximately 41.1% of total industry
revenue. This segment dominates the
industry due to a high participation rate -
39.3% of people aged 7 and older worked
out at a club at least once in 2008
according to the National Sporting Goods
Association (NSGA).
The activity is also non-seasonal, as many health and fitness centers offer membership
packages which commit a member for a certain period of time, and so are able to draw
revenue on a consistent basis year round. Clubs offer a range of activities, and
continue to add new classes and recreation options to their members (e.g. Pilates, spa
services, etc.). There are various kinds of health and fitness clubs which cater to
different markets. Examples include women only gyms (Curves International), premium
full service health clubs, 24 hour gyms, body building gyms, and so on.

Industry Trends
According to a recent survey, conducted by the American College of Sports Medicine

(ACSM), the increased importance of experienced, and educated, fitness professionals
was identified as the top trend of 2010. This is likely due to increased industry
regulation and an influx of specialty certifications, as well as educational programs,
available for these professionals. The trend is moving away from the self-serve
equipment-based facilities and the “one-size-fits-all” approach to fitness.
A recent survey completed by nearly 1,500 respondents worldwide, reveal the
following top 10 trends for 2010:
Top 10 Trends 2010

Educated and Experienced Fitness Professionals – There is an increase of
1. qualified professionals due to the number of organizations offering health and
fitness certifications.
Strength training - Strength training is an essential part of a complete physical
2.
activity program.
Children and obesity – Because of the growing global problem, there is an
3. increasing market demand for programs tailored to overweight and obese
children.
Personal training – More health and fitness facilities are staffing their facilities
4.
with educated, trained and fully certified health and fitness professionals.
Core training - Core Training emphasizes conditioning of the middle-body
5. muscles, including; the pelvis, lower back, hips and abdomen, to strengthen and
support the spine.
Special fitness programs for older adults – Health and fitness professionals are
6. designing age-appropriate fitness programs specifically to target the growing baby
boomer population.
Functional fitness – This type of fitness regime uses strength training to improve
7.
balance and ease of daily living.
Sport-specific training – During the off-season, more and more young athletes
8. are incorporating a comprehensive training program to stay in top shape for their
specific sport. There is a growing demand for strength and endurance training.
Pilates – A type of training used to improve flexibility and posture, Pilates
9.
continue to be an essential program in many health and fitness clubs.
Group personal training – Training is small groups provides a financial relieve to
10.
the current economic difficulties being experienced globally.
Source: American College of Sports Medicine (ACSM)

Personal Trainers
Personal training continues to be the strongest growth segment of the fitness industry.
This trend is expected to continue as personal trainers expand their services beyond a
general exercise program.
The record-setting pace is the result of a number of factors, including: ongoing growth
in the number of health clubs; a public better educated about the benefits of fitness;
increased industry professionalism; development of industry career paths; and greater
career opportunities.
IDEA Health and Fitness Association estimated that in the late-1990s there were about
65,000 personal trainers practicing in the US. The Department of Labor, however,
indicated that in the early 2000s the numbers had increased to 100,000 certified
personal trainers. Various industry reports estimate this figure to have more than
doubled to about 160,000 in 2009.
An industry survey indicated that 42% of personal trainers had a bachelor's degree;
23% had some college or vocational training and 32% had postgraduate studies or
degrees and nearly 94% were separately certified as personal trainers. Personal trainers
were found to work at one or more of health clubs (46% of the total), client's homes
(38%), personal training facilities (18%), wellness and recreation centers (8%) and
corporate locations (5%). While 37% of trainers w orked 25 hours a week or more, the
rest worked less than this.
Other data from SGMA International indicated that in 2001, personal trainers' services
in the US were used by five million people, 61% of their clients were aged over 35
years, and 20% were over the age of 55 years, the average household income of clients
was $71,000 and two-thirds of services were provided at health clubs. However, it was
also found that the use of personal trainers was greatest in the first year of a person's
membership to a health club, after which the use of these services declined.
Personal training services offered by health clubs is, by far, the most profitable service
offered, followed by a fair margin by massage therapy, pro shop sales and aquatics
programs.
Revenue volatility of the fitness industry overall is low , given the diversity of activities
available. However, most components rely on discretionary income and household
expenditure. The industry is therefore vulnerable to changes in the economic situation
and to consumer sentiment. Also, fluctuations in demand for higher priced/value-
added and expensive add-ons to the basic service occur with changes in the economic
climate.

Functional Fitness Training
Functional training has its origins in rehabilitation. Physical therapists developed

exercises that mimicked what patients did at home or work in order to return to their
lives or jobs after an injury or surgery. Thus if a patient's job required repeatedly heavy
lifting, rehabilitation would be targeted towards heavy lifting, if the patient were a
parent of young children, it would be targeted towards moderate lifting and
endurance, and if the patient were a marathon runner, training would be targeted
towards re-building endurance.
Functional Fitness involves the use of strength training to improve balance,

coordination, strength, and endurance to improve one’s ability to do activities of daily
living. Functional fitness programs are becoming more prevalent in gyms and fitness
centers.
Functional fitness training replaces the isolated movements of traditional strength
training with a more integrated exercise regimen that incorporate the entire kinetic
chain.
Market Analysis
Ottawa is a government town with a relatively stable

economy and a high percentage of white collar
workers. The current economic recession has had
some effect on the population but minimal
compared to other areas of the country. Ottawa
has experienced a number of failed big gym
businesses, which has created a lack of trust for
potential new members.
Ottawa is also considered the 4th cleanest city in

the world by Forbes magazine and the 18th most
liveable city in the world according to the "Mercer
Human Resource Consulting Quality of Living Survey".
Market Segment and Target Market
Fitness Center Company w ill segment the marketplace in accordance to the various
fitness services available to its clients; Group (One with Many) Fitness and Private (One
on One) Fitness training services.
Group fitness training clients include: individuals who are working in small/medium
sized organizations and are seeking to improve their fitness abilities amongst their

peers; individuals who financially cannot afford the private training services but would
like the same benefits and results; and those individuals who view and enjoy fitness
training as a method to socialize and meet other similar minded individuals.
Private fitness training clients are those who are interested in obtaining the maximum
results through a private consultation. Examples of such clients include: business
executives with intensive working schedules; athletic enthusiasts already participating
in a certain sport but want to increase their performance; parents with limited schedule
time; and clients who prefer this style of training.
Specific target market characteristics include;
Category Specific Details

Income Bracket Middle to Upper
Household Gross Income $50 - $75k annually
Ages 30 - 65
Sex Males /Females
Education High School Diploma and Above
Located approximately 10 – 15 kilometers driving
Geographic
distance from the studio.
Focused on eating healthy foods.
Social Characteristics Actively lifestyle
Prime concern about health and wellness.
Population
In 2008, the total population for the Ottawa-Gatineau Ontario/Quebec was

approximately 1,201,300 million, making it the fifth-largest census metropolitan area
(CMA) in Canada. Within the age groups, the total population for those between the
ages of 15 and over is approximately 998,560, or 83.3% of the total population.
The highest percentage of those ages 15 and over was between 45 – 49 years old at
10.3%. Among the country’s large urban areas, Ottawa has a young population with
47% of the population under 35 years of age.

2008 Population – 15 Years of Age and Over
120 9.9% 10.3% 12.0%
% of Total Population
9.1%
Population (Thousands)
1008.2% 8.6% 8.7% 8.3% 8.8% 10.0%

7.5%
80 6.1% 8.0%
60 4.3% 6.0%
3.3% 2.7%
40 2.0% 4.0%
1.3%
20 0.7% 2.0%
0 0.0%
Source: Statistics Canada
Income / Expenditure Statistics
According to Statistics Canada, the average income family in the Ottawa-Gatineau

Ontario/Quebec region earned approximately $77,450 CAD in 2006, which is higher
than the Canadian average of $63,600. Of all family types, couple families had the
highest incomes. Lone parent families had significantly lower incomes, with female
lone parent families significantly below the average income level of male lone parent
families.
Household Expenditure Summary-Level Categories
2006 % of Total
Food 7,800 14.3%
Shelter 14,932 27.4%
Household operation 3,438 6.3%
Household furnishings and equipment 2,715 5.0%
Clothing 2,921 5.4%
Transportation 9,324 17.1%
Health care 1,893 3.5%
Personal care 1,261 2.3%
Recreation 5,078 9.3%
Reading materials and other printed matter 353 0.6%
Education 1,699 3.1%
Tobacco products and alcoholic beverages 1,280 2.4%
Games of chance (net) 210 0.4%
Miscellaneous expenditures 1,512 2.8%
Source: Statistics Canada

In 2006, average household expenditure for families living in the Ottawa-Gatineau
Ontario/Quebec regions was $54,416 CAD, compare to the average for all of Canada at
$50,771 CAD.
The top 5 highest expenditures in the region were shelter (27.4%), transportation
(17.1%), food (14.3%), recreation (9.3%) and household operation (6.3%).
Physical Activity In Canada
In 2007 – 2008, 48% of Canadians aged 20+ years were at least moderately active, with
52% of all Canadians being inactive. This proportion has remained relatively unchanged
since 2003.
Leisure-time Physical Activity (% at least moderately active),

Canadians 20+ years, by region)
60%
50%
40%
30%
20%
10%
0%
CAN NL PE NS NB QC ON MB SK AB BC North*
* * ‘North’ includes Yukon, Northwest Territories, and Nunavut
Source: Canadian Community Health Survey, 2007/8, Statistics Canada
Adults with higher socioeconomic status are more likely to be at least moderately
active than those of lower socioeconomic status.
Men are more likely to be at least moderately active than women. The proportion of
people, who are at least moderately active, decreases with increasing age group.
In 2003, provincial and territorial Ministers responsible for sport, recreation, and
fitness and the Federal Minister of Health set a goal to increase levels of physical
activity by 10 percentage points in each province and territory by 2010.
Aerobic Fitness Ratings In Canada
In Canada, 31.1% of women aged 15 to 69 and 32.2% of men were categorized as

having a "Good" health benefit rating. This category represents the largest proportion
of Canadian adults. When looking at both ends of the spectrum, more adults have a
"Needs Improvement" and "Fair" health benefit rating as opposed to "Very Good" and
"Excellent"

Health benefit rating of Canadian adults aged 15 to 69
Based on their aerobic fitness scores
40.0
Population (%)
Percentage of
30.0
20.0 Males
10.0 Females
0.0
Needs Improvement Fair Good Very Good Excellent
Source: Canadian Health Measures Survey, 2007 to 2009
Competitor Analysis
Over the past five years, the Gym, Health & Fitness Clubs industry has become more
competitive in Canada. Well financed competitors have entered the industry, and existing
regional and national operators have expanded their operations. Prior to the onset of the
global financial crisis, operators successfully obtained financing from a broadening range
of sources, including financial institutions, landlords, equipment manufacturers, private
equity sources and the public capital markets.
Greco Lean and Fit
Ottawa Athletic Club

2525 Lancaster Road
Ottawa, Ontario K1B 4L5
Tel.# (613)523-1540
Web: www.grecoleanandfit.com
As a private company that started in 2000, Tony Greco launched the Greco Lean and Fit
Centre after winning the light heavyweight IAKSA World Kick Boxing Championship title
in 1995. The company offers various exercise programs including a Lean and Fit
course costing approximately $500.
Mr. Greco is very active in the fitness industry in Ottawa, including four fitness and
martial arts schools, personal trainer for several NHL players, and a graduate from the
Sports Performance Institute.
The company’s branding strategy is to promote itself as “Canada’s leading fitness
specialist,” and has a very aggressive promotion campaign, including a number of
social media vehicles (Facebook, Twitter, Linkedin).

In 2009, Greco Lean and Fit founded the “Foundation to Fight Obesity in Children. The
foundation is focused on helping parents and children fight the rising problem with
child obesity.
The company’s website includes a blog, a number of fitness videos, and an online
store selling the company’s merchandise, vitamins, supplements and books.
The Athletic Club
Ottawa Train Yards

195 Trainyards Drive,
Ottawa, Ontario K1G 3X8
Web: www.theathleticclubs.ca
Founded in 1997 and based in London, The Athletic Club Group currently has a total of
six locations in Amherstburg, Brantford, Kingsville, Thunder Bay and London.
The company plans to construct five new facilities in Ottawa, starting with a $10-
million, 65,000-square-foot building in Orleans, which w ill include aquatic and fitness
facilities. Another others include a location at the Ottawa Train Yards Power Center and
also in the western suburbs of Kanata. When completed, each club is expected to hire
100 full- and part-time employees.
Free Form Fitness
4043 Carling Ave, Suite LL-6

Kanata, Ontario K2K 2A4
Phone Number: (613) 270-0501
Web: www.freeformfitness.ca
Started in 2006, Free Form Fitness customizes its services and places a heavy
emphasis on personal training, together with integrating exercise, nutrition and
healthy lifestyle habits. The company, which started off as a two-person business, now
has 10 employees.
Free Form Fitness was a finalist for best new business in Kanata 2007 and a finalist for
best business in 2008. The company caters to clients are who are self-employed and
also to business executives.
GoodLife Fitness
50 Rideau St.,
Ottawa Ontario, K1N 9J7

Phone: (613) 567-0037
Web: www.goodlifefitness.com
Started in 1979, GoodLife Fitness is one of the only national Canadian clubs with 275
facilities, approximately 8,000 employees, and more than 550,000 members. It’s the
largest Canadian chain, as well as the largest chain owned by a single individual in the
world. In 2009, the company experienced its best year ever with revenues and profits
increasing by approximately 20% to 25%.
GoodLife has been honored as one of Canada’s 50 Best Managed Companies (2003-
2008) and as the recipient of its Consumers Choice Award (2001-2009). The company
is planning for another 200 lower membership priced clubs, as well as an additional
200-300 24-hour clubs; bringing its total to 600-700 clubs.
Barriers to Entry
Overall, entry barriers to this industry are relatively low. Barriers to entry in urban
markets include restrictive zoning laws, lengthy permit processes and a shortage of
appropriate real estate. Leasing operations, however, provide a relatively lower cost
basis for entry. It can also be costly to acquire or lease the required equipment for
members and participants to use. New entrants therefore need access to capital in
order to fund these startup costs.
The high cost and long-term nature of brand reputation is a potential barrier to
success. Existing players have already established trade names, and new entrants will
have to invest money and time to persuade the population to shift away from existing
trade names.
Cost Structure
In the US, industry profits represented about 8.9% of industry revenue in 2009. Profit is
expected to decline by about 3.9% compared with 2008, to $2.2 billion. This is the
second year of decline in industry profits, and is attributable to the poor US economic
environment, where firms w ill spend more to retain their current members as well as
attract new ones.
Studies have found that the average attrition rate for gyms in the US is 37%, meaning
that 37 out of 100 people w ill cancel their memberships each year. Furthermore, the
cost of recruiting a new member is more than twice as much as the cost of retaining an
existing member.
Wages are the largest cost to this industry, and in 2009 wages will account for 30.8%
of revenue. A significant proportion of these w orkers are part-time or casual. Industry

research has identified that the average wage and salary per worker is about (CAD)
$14,110.94.
Depreciation of buildings and equipment represents another significant expense item
for the industry, accounting for about 7.4% of industry revenue in 2009.
Rent accounts for about 12.5% of industry revenue. Many businesses in this industry
do not own their fitness facilities and, as a result, must rent their buildings.
Additionally, some equipment used in recreational and fitness centers are not
purchased entirely, but rather, are purchased on a 'rent' basis, thus adding to the
ongoing cost in this area.
Purchases represent another significant cost to this industry, accounting for about 19%
of industry revenue. Largely, purchases include smaller types of equipment, office
requirements, retail products, and other miscellaneous items.
A strong marketing support is critical in attracting and retaining members at both
existing and new fitness centers. This expense accounts for 5.1% of industry revenue.
Firms generally advertise via television, direct mail, newspapers, telephone directories,
radio, outdoor signage, internet website, and other promotional activities.
Firms spend about 3.4% of industry revenue on utilities, w ith electricity usage within
products areas such as lighting, treadmills, cross-trainers, steppers, and other
electronic equipment.
Other costs to this industry include general administration, IT expenses, and insurance
costs. This category accounts for an estimated 12.9% of revenue, where insurance has
become an increasing expense.

Marketing Strategies and Sales
Introduction
Fitness Center Company w ill utilize the services of a professional marketing firm,
“Profit Partners,” to assist with all marketing and promotional activities. Profit
Partners is devoted exclusively to working with companies competing in the health
club industry. Profit Partners w ill provide Fitness Center Company with the resources
and consultation needed to execute all internal and external marketing campaigns.
Market Segmentation Strategy
As indicated in the section” 4.2.1 Market Segment and Target Market,” Fitness Center
Company w ill segment the marketplace into two groups; Group (One with Many) and
Private (One on One) Fitness. Both of these groups w ill be further segmented, based on
the geographic and psychographic / lifestyle factors.
Geographically, Fitness Center Company w ill market its services to clients who are
within a 10 – 15 kilometer, or 15 – 20 minute, driving radius from its location. The
assumption is that the market segments w ill reside or work within a close distance and
will not be discouraged from going to the fitness studio as often as possible.
The market segments selected will have unique psychographic / lifestyle
characteristics that would be in need for fitness services offered at Fitness Center
Company. Such characteristics would include individuals who are; very active, involved
in sport activities, view fitness as a way of life, and want to maintain a healthy and fit
body / mind.
Targeting Strategy
Everything Fitness Center Company does must be tailored to work within the time
constraints of the target customer. Classes must be scheduled to fit the break and
rolling lunch schedules that exist for the nearby businesses.
The focus of the instruction w ill also have to be tailored to a clientele that w ill be
seeking maximum relief from the pressure of work and then returning to the
workplace.
If Fitness Center Company can create a noticeable difference in the customers' sense of
well-being, then the customer w ill come to depend on their instruction as an escape
during the morning, the day and after work. These kinds of experiences will create a
tremendous word of mouth and bring in more first time students

Positioning Strategy
Fitness Center Company w ill position itself as “a unique fitness training organization
offering results-oriented training programs, exceptional customer experience, and a
superior training facility.”
The position strategy w ill enable Fitness Center Company to differentiate its services
from the larger competitors that cater to the mass audiences, and delivery non-specific
training programs.
Product/Service Strategy
Fitness Center Company w ill offer group

clients a distinctively designed program
geared to provide diversity, enjoyment,
and superior results. The fitness
programs at Fitness Center Company are
geared to motivating every client and
achieving the results expected. Personal
training has been recognized as the
leading area of growth, within the health
club industry, due to the enormous
demand in the marketplace.
The small-group personal training (usually less than five individuals) programs are
formulated to attract couples, families and friends, as they look to this option as a way
to receive the technical instruction and close supervision of personal training at a more
economical cost. As well, these programs w ill attract corporate clients who understand
the meaning of being fit, which leads to less time off work, high energy level, and the
ability produce better results with a healthy mind.
Pricing Strategy
The pricing strategy implemented by Fitness Center Company is based on competitive

market pricing. While clients in the industry are looking for value, they are also aware
that a qualified personal trainer has gone through extensive certification programs in
order to provide a better service, resulting in industry standard pricing.

Promotion and Advertising Strategy
With the assistance of Profit Partners, Fitness Center Company w ill use the marketing
company’s systematic approach for its promotion and advertising strategy. This
approach is referred to as ”The Marketing Foundation,” which is geared to increasing
new member sales, increasing member spending, and improving member retention.
Profit Partners w ill create strategies for all marketing campaigns (ads, post cards,
flyers, brochures etc.), outlining specifically the “who, what, where and how often”
aspects of the marketing vehicle(s).
Each promotional plan w ill have a 60 day duration, allow ing time for inquiries and the
generation of potential membership leads.
Marketing Objectives
The Company’s overall marketing objectives, for all of its marketing campaigns will
include the follow ing:
1. To capture the attention of the target market (prospects).
2. To facilitate the prospect's decision-making process, by teaching and training
people how to make the best decision when joining a gym.
3. To give the members a specific, low-risk, easy-to-take action that further facilitates
their ability to make a good decision.
Marketing Vehicles
Fitness Center Company w ill focus on highly-targeted marketing vehicles; local

newspapers, pamphlets, flyers, brochures etc., to attract and retain new members.
Fitness Center Company w ill also use its website, www.FitnessCenterCompany.com, as
a promotion vehicle for the company. The company’s website will provide information
on current promotions, benefits of the fitness programs and further information on the
different programs available.
Promotional Budget
Fitness Center Company w ill spend approximately 12.8% of its total operating expense,
or $30,000, in the first year of business on Marketing & Advertising expenses. Aside
from Payroll and Rent expenses, Marketing & Advertising w ill be one of the highest
expenditures for the company. Fitness Center Company w ill continue with a similar
budget for Year 2 to 5, with annual increase of approximately $4,000 annually.

Sales Strategy
Fitness Center Company w ill implement a number of sales strategies to achieve the
expected sales results. Such strategies w ill include; developing unique selling points to
attract new members and to communicate the company’s benefits to potential clients,
current members and staff.
The follow ing are some of the sales generating activities that the Company will
incorporate into their sales strategy –
1. Continuously survey members to improve retention and provide testimonials to

potential members.
2. Regularly access the local competition in order to learn about their strengths and
weaknesses and also to generate better closing ratios.
3. Use the front desk (receptionist) area as a selling vehicle for promoting tours,
provide membership information and be of assistance in any way possible.
4. Providing the necessary tools to the sales department to effectively sell
memberships to prospects.
5. Use referrals from existing members to attract prospects.
6. Implement a lead generation systems that will provide new member leads.
7. Stay in touch with current members, prospects and misses sales opportunities in
order to provide incentives and updates on any new training services.
8. Implement a formal plan to approach current members to discuss early renewals in

order to increase member retention.
Lead Generation Strategies
The following are suggested “lead generation” strategies that Fitness Center Company
will incorporate into their overall strategic marketing, which w ill help in generating new
membership leads:
 Host New Member Mixer each month  Setup an Adult Education Partnership
 Place a Yellow Page ad using prospect hot  Have an annual Member Holiday Party
buttons
 Place outdoor banners that drive drop-ins  Create a business elite program
 Establish joint ventures with local business  Have a guest speaker program each
quarter

 Sponsor raffles and contests  Become a chamber of commerce host
 Run an ex-member event  Become a Blood Drive Sponsor
 Raise funds for Cancer research  Invite a Diabetes check-up clinic
 Promote a weight loss contest  Use Door Hangers within a 1 mile radius
 Setup lead boxes  Create an afternoon Athlete Program
 Build a Prospect-Oriented Website  Make a Free-Pass offering automatic
 Send e-newsletters to prospects  Have multiple low risk offers
 Capture prospect information  Have a Drip Marketing System in place
Fitness Center Company w ill incorporate a “tag line” into all of its marketing collateral
in order to create a memorable phrase that w ill sum up the message and premise of
the services offered, and to reinforce the audience's memory of the company.
The follow ing are the “taglines” that w ill be incorporated into the marketing collateral;
“Get Fit. Stay Fit. Have fun.”
“Lose weight and keep it off.”
Unique Selling Points
The company’s unique selling points w ill include the follow ing;
Group Fitness No need to learn how to use complicated equipment Meet people and have
Classes fun in our friendly atmosphere.
Something for everyone. One membership provides access to all programs

Lots of variety
(Karate, Yoga, Tone and Fit)
You pick the term. Choose from 1 month, 3 months, 6 months or a 1 year
Easy contract
memberships.
Payment options No payment hassles. You pick the one that’s right for you.
Great personal Focus on your own results and get instant feedback on your progress.
training Training that’s tailored specifically for you.

Friendly, knowledgeable, certified trainers and instructors. Take the risk
Certified staff
out of training by working with people that know what they are doing.
Nutritional Eating and drinking plans that help you lose weight and keep it off.
Counseling Guaranteed weight loss programs.
Non-intimidating environment. Work at your own pace. Avoid injuries that

Other
can put an end to your training.
Sales Forecasts
The overall Sales Forecast is focused primarily on Group Fitness with additional
revenue from the other programs. The first month is based on current business which
is comprised of approximately 80 members. It is planned to add 10% new group
members per month for the first 12 months. An additional 10% is projected on year 2
and years 3. These first year projections are higher due to the fact that there is
currently no marketing.
Unit Sales
Unit sales include the number of classes conducted within the annual period. “Group
Fit Sessions” w ill be the highest number of classes offered, in comparison the rest of
the service offerings, with 1,440 units (classes) sold annually for the next three years.
Total forecasted number of classes will be 1,992 annually, for all service groups.
Although the number of classes conducted annually for each service group will be
constant, the number of members participating in each class will increase. Thus, annual
sales will increase for each service group, as described in the next section.
Year 1 Year 2 Year 3

Group Fit Sessions 1,440 1,440 1,440
Private Fit Sessions 360 360 360
Semi Private Sessions 48 48 48
Boot Camp Sessions 96 96 96
Private Group Sessions 24 24 24
Packages 24 24 24
Total Unit Sales 1,992 1,992 1,992

Dollar Sales
Dollar sales are divided by the number of fitness training services available. “Group Fit
Sessions” w ill be the highest forecasted sales, in comparison to the rest of the service
offerings, with $153,967 for the first year, and a $544,646 by Year 3.
Total forecasted dollar sales will be $237,703, for the first year, with a 92% sales
growth the following year, and 41% sales growth by Year 3.
Year 1 Year 2 Year 3

Group Fit Sessions $153,967 $369,764 $554,646
Private Fit Sessions $27,000 $27,000 $27,000
Semi Private Sessions $3,600 $3,600 $3,600
Boot Camp Sessions $36,000 $36,000 $36,000
Private Group Sessions $4,800 $4,800 $4,800
Packages $14,376 $14,376 $14,376
Total Sales $239,743 $455,540 $640,422

Management
Company Organization
Fitness Center Company w ill establish an agile organization that recognizes the need
for smooth flow of ideas and implementation between sales, marketing and customer
service.
Management Structure and Style
The management structure at Fitness Center Company w ill be uniquely formulated to

establish long term growth and sustainability. The day to day operations of Fitness
Center Company w ill be managed by Owner 1.
Organizational Chart
The organization w ill be structured very lean, with most of the functional job activities
being assumed by a limited number of staff members and outsourced where needed.
As a startup organization, overhead costs w ill be kept to a minimum while allocating
most of the financial resources in the areas of operations, sales and marketing.
The sales and marketing functions w ill be performed by a “Sales Administrator” who
will be responsible for increasing memberships and other sales functions.
The day to day office and administration functions w ill be conducted by an “Office
Administrator” with a number of responsibilities a number of office duties including;
greeting clients, answering telephone calls, customer database management, ordering
office supplies, accounting, payroll etc.
Facility maintenance will be handled by a “Maintenance Supervisor” with the
responsibility for ensuring that the facilities and equipment are kept clean and
organized. The individual will on a part-time basis and primarily after-hours, when the
facility is closed.
Organization Budget
Salary compensations, a main part of the Company’s operational budget, w ill be kept
to a minimum, but will reflect industry wide market compensation averages in order to

attract qualified candidates. Management will not receive any salaries for the first year,
in order to minimize the overall operating costs for that time period.
The compensation budget, for the 5 Year period w ill reflect the follow ing –
Position Year 1 Year 2 Year 3 Year 4 Year 5

Management - $52,000 $55,000 $58,000 $61,000
Sales & Marketing $12,000 $15,000 $20,000 $22,500 $25,000
Office Administration $25,000 $27,000 $30,000 $33,000 $35,000
Maintenance $12,000 $26,000 $28,000 $30,000 $32,000
Total Org. Budget $49,000 $120,000 $133,000 $143,500 $153,000
Legal Structure
Fitness Center Company w ill be a Federal Limited Liability Company.

Operations
Operations Strategy
The day to day operations of Fitness Center Company w ill be focused on delivering
exceptional group training services, w ithin a positive and inviting atmosphere.
The key to the company’s operations strategy will be customer service, and putting the
client’s needs first. All member’s needs w ill be attended to on an individualized basis,
each staff member will be aware of these needs to ensure that the client’s have a
positive experience during each session.
Scope of Operations
The scope of operations w ill be focused in three areas;

 hiring qualified staff,
 educating each staff member on the importance of client relationship
management, and
 delivering quality and personalized training programs that produce results.
Location
Fitness Center Company is currently searching for a suitable location for its new fitness
studio. The most optimal location w ill have adequate parking, medium to high traffic,
and within close vicinity to the target demographic. Currently, the area of Colonnade
Industrial Park is in high consideration due to lower rental rates and close proximity to
several residential areas.
The new facility will be approximately 3,000 square feet and divided as follows:
 1 or 2 larger workout room(s) for group fitness

 Office and reception area
 Washroom and showers
Effort is being taken to find space that has some of these requirements already in
place. This would help minimize fit up costs.
The new facility will be the company’s first Studio (Studio 1) and w ill be the model for
all future locations, as part of the company’s expansion in year 2 and beyond.

Personnel
The staff at Fitness Center Company w ill be selected on the basis of being the top in
their perspective fields.
The Personal Trainers will be part time and
will be paid for each classe they teach.
The Personal Trainers w ill have more than
5 years of experience working and training
clients, either from an individual practice
or from a competing fitness studio / gym
facility. Trainers will be certified through a
reputable organization, such as Can-Fit
Pro, or a degree (CSEP-CPT) in personal
training from a number of qualified
personal training schools.
Responsibilities w ill include:

 Identifying specific training needs
 Construct client specific instructional programs
 Lead various recreational activities
 Monitor and communicating client progress

 Demonstrate each physical activity
 Apply and teach clients specific nutritional practices.
The sales representative w ill be a part-time and 100% commissioned based position.
The person w ill have excellent sales, communication and customer service skills. He
(She) w ill have a minimum college education and at least 2 years industry related
experience. Responsibilities w ill include;
 Promoting and selling memberships to potential new members and selling

upgrades to current club members through the use of internal and external
marketing efforts.
 Setting appointments and using other company-sponsored presentation tools.
 Conducting fitness studio tours for potential members, describing the facility,
equipment, services and amenities.
 Generates leads through community outreach including establishing and
maintaining lead bowls, posting flyers/signs and distributing guest passes, etc.

The office administrator w ill be the forefront of the studio and will establish the initial
contact with all client members entering the facility. The office administrator w ill be a
college graduate, with excellent personal and communications skills. The office
administrator w ill have a minimum of 1 year working in a similar environment and
must have a solid understanding of the health and fitness industry. Responsibilities
will include;
 Greet members and guests promptly, enthusiastically and with a smile to create
a friendly positive entrance into the fitness studio.
 Monitor check-ins to identify delinquent accounts.
 Register all guests into the gym using proper registration procedures.
 Ensure that guests and appointments are directed to the appropriate

employee/department in a prompt, professional manner.
 Answer the company telephone in a professional and courteous manner.
 Respond immediately to member requests, inquiries and concerns.
 Distributes keys, towels and other materials as needed.
 Processes retail and concession sales.
The maintenance staff will be required to understand the importance of keeping the
facility clean on a continuous basis, which includes the fitness areas, showers,
washrooms etc. As well, the maintenance staff must be able to address any inquiries
by members and direct them to the appropriate departments that can assist with the
client’s questions, comments or concerns.
Operations Expenses
The company’s projected 5 Year operating expenses is as follows;

2010 2011 2012 2013 2014
Rent $72,000 $79,200 $87,120 $95,832 $105,415
Telephone & Internet $3,600 $3,960 $4,356 $4,792 $5,271
Office Supplies $1,200 $1,320 $1,452 $1,597 $1,757
Marketing & Advertising $30,000 $34,000 $38,000 $42,180 $46,820
Utilities $24,000 $26,400 $29,040 $31,944 $35,138
Insurance $2,400 $2,400 $2,400 $2,400 $2,400
Payroll & Salaries $49,000 $120,000 $133,000 $143,500 $153,000
Depreciation $2,510 $8,710 $15,630 $20,217 $25,841
Total Expenses $184,710 $275,990 $310,998 $342,462 $375,642

The highest operating expense for Fitness Center Company w ill be its rent expense for
the facility. Because of the size, in square footage, needed to adequately provide the
necessary training space for the programs offered by the company, the rent expense
will be approximately $6,000 per month. Fitness Center Company has projected an
increase of 10% annually for the Rent Expense.
Telephone and Internet expenses will include all telephone and Internet
communication requirements needed to operate the business on a daily basis. This w ill
include any rental or leases of equipment, as well as phone and internet usage.
Office supplies expenses will include items used in, around, and with the furniture and
technology of the office. The company has projected an increase of 10% increase each
year for the office supplies expenses.
Fitness Center Company has allotted a monthly budget of $2,500 for all Marketing and
Advertising expenses, or $30,000 for the first year. The Marketing and Advertising
expenses w ill include all costs associated with such product/services as local
advertising (newspapers, magazines, flyers), business cards, web advertising, Yellow
Pages etc. The company has projected an 11% annual increase for all future Marketing
and Advertising expense required to sustain the company’s projected growth.
Utilities expenses will include those expenses needed for the daily operation of the
facility, such as heat, gas, water, etc. The monthly cost will be $2,000; with an annual
total of $24,000. Fitness Center Company has projected a 10% increase annually for
the Utilities Expenses.
Insurance Expenses w ill cover all necessary operating expenses relating to legal risks
or liabilities of running the business. The company has projected a continuous expense
of $2,400 annual for the cost of all insurance expenses.
Payroll expense w ill include the expenses for the personnel required to maintain and
grow the business. The expenses do not include any commissions or incentives paid out
by the company. An annual increase of between 10 -15% has been allotted to cover the
payroll expenses over the 5 year period.
Depreciation expenses w ill include the depreciation costs associated with gradually
recording the loss in value of the company’s fixed assets. The company has allotted a
20% depreciation ratio, for each asset purchased, on an annual basis.

Financials
Start-up Funds
Fitness Center Company w ill require $46,000 for the necessary expenses needed to
launch the business, according to the plan outlined. Such expenses w ill include the
preparation of the facility, promotional marketing, equipment, one year full rent, and
various miscellaneous expenses.
Fitness Center Company w ill use the existing exercise and office equipment already
purchased through “Elite Martial Arts and fitness.”
The sources for the funds required w ill include a long-term loan or grant, as well as a
personal loan of $10,000 from one of the co-owners, Mr. Jim Pellerin.
Start-Up Expenses
Facility Fit Up $10,000

Marketing Setup $15,000
Brochures and Collateral $2,000
Rent $12,000
Special Floor $5,000
Miscellaneous $2,000
Total Start-up Expenses $46,000
Assumptions
The success of Fitness Center Company to achieve the milestones outlined within the
business plan is based on the following assumptions –
 Increasing the client base by 100 members, within the first year of operation.
 Increasing the total membership base by 500 members, within the first five
years of operation
 Receiving the required financial start-funds from a commercial loan/grant
and private investor(s).
 Obtaining a suitable location(s) that w ill provide the necessary square
footage and convenient amenities needed to operate the business efficiently
and effectively.
 The Canadian economy continues to escalate from its financial downturn,
experienced in the last two years, and increases in jobless rate, which in-turn

impact the disposable income potential for the target market within Ottawa,
Ontario region.
Break-Even Analysis
Fitness Center Company w ill reach break-even once it generates monthly sales of
$23,477, or annual sales of $281,730. The company forecasts projects that the break-
even point will occur in Month 10 of operations.
Number of Months 12.0

Projected Sales $239,741
Less: Direct Costs $82,560
Gross Profit $157,181
Gross Profit Margin 66%
Indirect Costs:
Rent $72,000
Telephone & Internet $3,600
Office Supplies $1,200
Marketing & Advertising $30,000
Utilities $24,000
Insurance $2,400
Total Payroll $49,000
Depreciation $2,510
Total Costs $184,710
Break-Even in Annual Sales $281,730
Break-Even in Monthly Sales $23,477

Balance Sheet
2010 2011 2012 2013 2014

Current Assets:
Cash (5% of Sales) $23,974 $68,331 $128,084 $134,488 $251,045
Marketable Securities $0 $0 $53,200 $195,511 $346,052
Accounts Receivable $23,974 $45,554 $64,042 $134,488 $188,284
Inventories $0 $0 $0 $0 $0
Total Current Assets $47,948 $113,885 $245,326 $464,488 $785,381
Gross Fixed Assets (at cost):

Land & Buildings $0 $0 $0 $0 $0
Machinery and Equipment $10,069 $29,729 $54,193 $70,287 $70,000
Furniture & Fixtures $2,480 $13,822 $23,955 $30,799 $59,204
Vehicles $0 $0 $0 $0 $0
Other (Inc. Fin. Leases) $0 $0 $0 $0 $0
Total Gross Fixed Assets $12,549 $43,551 $78,148 $101,086 $129,204
Less: Accumulated Depreciation $2,510 $8,710 $15,630 $20,217 $25,841
Net Fixed Assets $10,039 $34,841 $62,518 $80,869 $103,363
Other Assets
Total Assets $57,987 $148,727 $307,845 $545,357 $888,744
Current Liabilities: 2010 2011 2012 2013 2014

Accounts Payable (5% of Sales) $11,987 $22,777 $32,021 $44,829 $62,761
Notes Payable $0 $0 $0 $0 $0
Accruals
Taxes Payable $0 $19,987 $57,456 $113,632 $194,996
Other Current Liabilities
Total Current Liabilities $11,987 $42,764 $89,477 $158,461 $257,757
L / T Debt (Inc. Financial Leases) $46,000 $46,000 $46,000 $46,000 $46,000
Total Liabilities $57,987 $88,764 $135,477 $204,461 $303,757
Preferred Stock $0 $0 $0 $0 $0
Common Stock $0 $0 $0 $0 $0
Paid-In Capital In Excess of Par $0 $0 $0 $0 $0
Retained Earnings $0 $59,962 $172,367 $340,895 $584,987
Total Stockholders' Equity $0 $59,962 $172,367 $340,895 $584,987
Total Liabs. & Stockhldrs' Equity $57,987 $148,727 $307,845 $545,357 $888,744

Income Statement
2010 2011 2012 2013 2014

Sales Revenue $239,741 $455,539 $640,421 $896,589 $1,255,225
Less: Cost of Goods Sold $82,560 $99,600 $99,600 $99,600 $99,600
Gross Profits $157,181 $355,939 $540,821 $796,989 $1,155,625
Less: Operating Expenses:

Rent $72,000 $79,200 $87,120 $95,832 $105,415
Telephone & Internet $3,600 $3,960 $4,356 $4,792 $5,271
Office Supplies $1,200 $1,320 $1,452 $1,597 $1,757
Marketing & Advertising $30,000 $34,000 $38,000 $42,180 $46,820
Utilities $24,000 $26,400 $29,040 $31,944 $35,138
Insurance $2,400 $2,400 $2,400 $2,400 $2,400
Total Payroll $49,000 $120,000 $133,000 $143,500 $153,000
Depreciation $2,510 $8,710 $15,630 $20,217 $25,841
Total Operating Expenses $184,710 $275,990 $310,998 $342,462 $375,642
Operating Profits ($27,529) $79,949 $229,823 $454,527 $779,983

Less: Interest Expense
Net Profits Before Taxes ($27,529) $79,949 $229,823 $454,527 $779,983
Less: Taxes (25%) $0 $19,987 $57,456 $113,632 $194,996

Net Profit After Taxes ($27,529) $59,962 $172,367 $340,895 $584,987
Less: Pref. Stock Divds.
Earnings Available for Common ($27,529) $59,962 $172,367 $340,895 $584,987
Stockholders

Cash Flow
2010 2011 2012 2013 2014

Net Profit After Taxes $59,962 $172,368 $340,896 $584,989
Depreciation $2,400 $2,400 $2,400 $2,400
Decrease in Accts. Receiv. ($21,580) ($18,488) ($70,446) ($53,795)
Decrease in Inventories $0 $0 $0 $0
Decrease in Other Assets $0 $0 $0 $0
Increase in Accounts Pay. $10,790 $9,244 $12,808 $17,932
Increase in Accruals $0 $0 $0 $0
Increase in Taxes Payable $19,987 $37,469 $56,176 $81,364
Increase in Other Cur. Lia. $0 $0 $0 $0
Cash Flow from Oper. Act. $71,559 $202,992 $341,833 $632,888
CASH FLOW FROM INVESTMENT ACTIVITIES

Increase in Gross Fixed Assets ($31,002) ($34,597) ($22,938) ($28,118)
Cash Flow from Investments ($31,002) ($34,597) ($22,938) ($28,118)
CASH FLOW FROM FINANCING ACTIVITIES

Increase in Notes Payable $0 $0 $0 $0
Increase in Long-Term Debt $0 $0 $0 $0
Changes in Stockholders' Equity $0 $0 $0 $0
Preferred Dividends Paid $0 $0 $0 $0

Common Dividends Paid (-)
Cash Flow from Financing Activities $0 $0 $0 $0
Net Incr. in Cash / Mark. Securities $40,557 $168,395 $318,895 $604,770

Ratio Analysis
2010 2011 2012 2013 2014

Current Ratio 4.00 2.66 2.74 2.93 3.05
Quick Ratio 4.00 2.66 2.74 2.93 3.05
Average Collection Period 36.00 36.00 36.00 54.00 54.00

Fixed Asset Turnover 23.88 13.07 10.24 11.09 12.14
Total Asset Turnover 4.13 3.06 2.08 1364 1.41
Debt Ratio 1.00 0.60 0.44 0.37 0.34
Gross Profit Margin 65.56% 78.14% 84.45% 88.89% 92.07%

Operating Profit Margin -11.48% 17.55% 35.89% 50.70% 62.14%
Net Profit Margin -11.48% 13.16% 26.91% 38.02% 46.60%
Return on Total Assets (ROA) -47.47% 40.32% 55.99% 62.51% 65.82%
DUPONT ANALYSIS
Net Profit AT/Sales -11.48% 13.16% 26.91% 38.02% 46.60%
Sales/Total Assets 413.44% 306.29% 208.03% 164.40% 141.24%
ROA -47.47% 40.32% 55.99% 62.51% 65.82%
Net Profit AT/Total Assets -47.47% 40.32% 55.99% 62.51% 65.82%
Total Assets/Stockhldrs. Equity 248.03% 178.60% 159.98% 151.93%
ROE 100.00% 100.00% 100.00% 100.00%

Funding Request
Capital Requirements
In order to establish a successful launch of Fitness Center Company, and support

comfortably its growth through the first two years, the management team estimates an
overall start-up budget of $46,000 (forty-six thousand dollars).
Fitness Center Company w ill offer a package of attractive terms to a single investor or
a consortium of investors for this sum, and a convenient exit option. The company will
finalize this package on a conditional basis once the company has achieved the desired
performance with the first year, but would require the availability of the whole sum
immediately after, and its commitment for five years.
The management team has already made provisions in the business plan for
continuous debt service, over the term-in addition to the rest of the package.
Fitness Center Company would repay, the full amount at the end of year 5 with an
additional bonus, or renegotiate a mutually beneficial agreement.
Risk/Opportunity
The greatest risks deliberating the success of Fitness Center Company are market risk
and execution risk. Because of the sensitivity of the fitness industry, Fitness Center
Company would have to be cognizant and aware of the changing developments in
these areas.
Fitness Center Company can overcome these risks because of the management team’s
experience and long history of competing with the marketplace.
The opportunities for Fitness Center Company are significant; and the company has an
opportunity to become a major force in the industry. This can only be established with
adequate resources, available capital, and strategic marketing.

FITNESS CENTER BUSINESS PLAN SAMPLE
Appendix
Year 1 – Monthly Profit & Loss Proforma
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12 Total
Sales $14,348 $15,068 $15,860 $16,731 $17,690 $18,744 $19,903 $21,178 $22,582 $24,126 $25,822 $27,691 $239,741
Direct Cost of Sales $6,880 $6,880 $6,880 $6,880 $6,880 $6,880 $6,880 $6,880 $6,880 $6,880 $6,880 $6,880 $82,560
Gross Profit $7,468 $8,188 $8,980 $9,851 $10,810 $11,864 $13,023 $14,298 $15,702 $17,246 $18,942 $20,811 $157,181
Gross Margin % 52.05% 54.34% 56.62% 58.88% 61.11% 63.29% 65.43% 67.51% 69.53% 71.48% 73.36% 75.15% 65.56%
Operating Expenses
Rent $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $72,000
Telephone & Internet $300 $300 $300 $300 $300 $300 $300 $300 $300 $300 $300 $300 $3,600
Office Supplies $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $1,200
Marketing & Advertising $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $30,000
Utilities $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $24,000
Insurance $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $2,400
Total Personnel $4,083 $4,083 $4,083 $4,083 $4,083 $4,083 $4,083 $4,083 $4,084 $4,084 $4,084 $4,084 $49,000
Depreciation $209 $209 $209 $209 $209 $209 $209 $209 $209 $209 $209 $209 $2,510
Total Operating Expenses $15,392 $15,392 $15,392 $15,392 $15,392 $15,392 $15,392 $15,392 $15,393 $15,393 $15,393 $15,393 $184,710
EBITDA ‐$7,924 ‐$7,204 ‐$6,412 ‐$5,541 ‐$4,582 ‐$3,529 ‐$2,369 ‐$1,094 $309 $1,852 $3,549 $5,418 ‐$27,527
Interest Expense ‐$4 ‐$7 ‐$11 ‐$14 ‐$18 ‐$22 ‐$25 ‐$29 ‐$32 ‐$36 ‐$39 ‐$43 ‐$280
Taxes Incurred $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Net Profit ‐$7,920 ‐$7,197 ‐$6,401 ‐$5,527 ‐$4,564 ‐$3,507 ‐$2,344 ‐$1,065 $341 $1,888 $3,588 $5,461 ‐$27,247
Net Profit/Sales ‐55.20% ‐47.76% ‐40.36% ‐33.03% ‐25.80% ‐18.71% ‐11.78% ‐5.03% 1.51% 7.83% 13.90% 19.72% ‐11.36%

Year 1 –Monthly Unit Sales
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Unit Sales
Group Fit Sessions 120 120 120 120 120 120 120 120 120 120 120 120
Private Fit Sessions 30 30 30 30 30 30 30 30 30 30 30 30
Semi Private Sessions 4 4 4 4 4 4 4 4 4 4 4 4
Boot Camp Sessions 8 8 8 8 8 8 8 8 8 8 8 8
Private Group Sessions 2 2 2 2 2 2 2 2 2 2 2 2
Packages 2 2 2 2 2 2 2 2 2 2 2 2
Total Unit Sales 166 166 166 166 166 166 166 166 166 166 166 166
Year 1 – Monthly Unit Prices
Unit Prices Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Group Fit Sessions $60.00 $66.00 $72.60 $79.86 $87.85 $96.63 $106.29 $116.92 $128.62 $141.48 $155.62 $171.19
Private Fit Sessions $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00
Semi Private Sessions $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00
Boot Camp Sessions $375.00 $375.00 $375.00 $375.00 $375.00 $375.00 $375.00 $375.00 $375.00 $375.00 $375.00 $375.00
Private Group Sessions $200.00 $200.00 $200.00 $200.00 $200.00 $200.00 $200.00 $200.00 $200.00 $200.00 $200.00 $200.00
Packages $599.00 $599.00 $599.00 $599.00 $599.00 $599.00 $599.00 $599.00 $599.00 $599.00 $599.00 $599.00

Year 1 - Monthly Sales Forecast
Sales Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Group Fit Sessions $7,200 $7,920 $8,712 $9,583 $10,542 $11,596 $12,755 $14,030 $15,434 $16,978 $18,674 $20,543
Private Fit Sessions $2,250 $2,250 $2,250 $2,250 $2,250 $2,250 $2,250 $2,250 $2,250 $2,250 $2,250 $2,250
Semi Private Sessions $300 $300 $300 $300 $300 $300 $300 $300 $300 $300 $300 $300
Boot Camp Sessions $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000
Private Group Sessions $400 $400 $400 $400 $400 $400 $400 $400 $400 $400 $400 $400
Packages $1,198 $1,198 $1,198 $1,198 $1,198 $1,198 $1,198 $1,198 $1,198 $1,198 $1,198 $1,198
Total Sales $14,348 $15,068 $15,860 $16,731 $17,690 $18,744 $19,903 $21,178 $22,582 $24,126 $25,822 $27,691
Year 1 - Monthly Direct Unit Costs Forecast
Group Fit Sessions $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00
Private Fit Sessions $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00
Semi Private Sessions $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00
Boot Camp Sessions $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00
Private Group Sessions $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00
Packages $160.00 $160.00 $160.00 $160.00 $160.00 $160.00 $160.00 $160.00 $160.00 $160.00 $160.00 $160.00

Year 1 - Monthly Direct Cost of Sales Forecast
Direct Cost of Sales
Group Fit Sessions $4,800 $4,800 $4,800 $4,800 $4,800 $4,800 $4,800 $4,800 $4,800 $4,800 $4,800 $4,800
Private Fit Sessions $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200
Semi Private Sessions $160 $160 $160 $160 $160 $160 $160 $160 $160 $160 $160 $160
Boot Camp Sessions $320 $320 $320 $320 $320 $320 $320 $320 $320 $320 $320 $320
Private Group Sessions $80 $80 $80 $80 $80 $80 $80 $80 $80 $80 $80 $80
Packages $320 $320 $320 $320 $320 $320 $320 $320 $320 $320 $320 $320
Subtotal Direct Cost of Sales $6,880 $6,880 $6,880 $6,880 $6,880 $6,880 $6,880 $6,880 $6,880 $6,880 $6,880 $6,880

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Table of Contents

Executive Summary ..................................................................... 6

Business Description ................................................................... 10

The Market ............................................................................... 17

Marketing Strategies and Sales ...................................................... 29

Funding Request ........................................................................ 48

Product and Services

Fitness programs offered include:

A group fitness training program geared to groups of

The management team is composed of the solid experience of Owner 1, a 20 veteran

In order to establish a successful launch of Fitness Center Company, and support

Sales $239,741 $455,539 $640,421 $896,589 $1,255,225

Net Profit $(27,529) $59,962 $172,367 $340,895 $584,987

2010 2011 2012 2013 2014 5 Yr. Avg.

Gross Profit Margin 66% 78% 84% 89% 92% 82%

Operating Profit Margin -11% 18% 36% 51% 62% 31%

Net Profit Margin -11% 13% 27% 38% 47% 23%

FiTo is a unique fitness facility, with a

© Xavier & Associates 2010 P a g e | 10

History and Current Status

To provide first-class comprehensive fitness and nutritional solutions designed to

Get Fit. Stay Fit. Have Fun.

Goals and Objectives

The company’s goals and objectives include;

© Xavier & Associates 2010 P a g e | 11

© Xavier & Associates 2010 P a g e | 12

A number of possible long term exit strategies have been identified.

© Xavier & Associates 2010 P a g e | 13

Fitness Center Company provides the follow ing fitness services:

Tone and Fit

This program allow s clients to find their fitness

Losing that last 10-20 pounds can be the most

Private Group Fit

© Xavier & Associates 2010 P a g e | 14

SERVICE DESCRIPTIONS / RATES / FREQUENCY

© Xavier & Associates 2010 P a g e | 15

Package Duration Price

Tone and Fit Complete - consultation, 12 weeks group sessions 12

Super Fit Complete - 2 consultations, 24 weeks group sessions 24

Unique Features or Proprietary Aspects of Product/Service

The training programs offered at Fitness Center Company

Each program is designed specifically to meet the goals

New and Follow-on Products/Services

The long term strategy is to open 1 new facility location

© Xavier & Associates 2010 P a g e | 16

GLOBAL MARKET SIZE & SCOPE

Total Industry Total # Total #

Europe $33,292,523,912 46,736 40,685,750

North America $22,699,904,000 35,759 53,438,100

United States $19,100,000,000 30,022 45,570,000

Canada $2,101,000,000 5,047 5,370,000

Mexico $1,498,904,000 2,200 2,498,100

Asia $8,575,700,000 16,390 12,974,000

Australia $2,207,000,000 3,200 3,010,000

South America $1,365,760,000 19,638 6,002,000

Africa $26,419,683 750 1,379,525

Total $68,167,307,595 122,473 117,489,375

According to the International Health, Racquet and Sportsclub Association, the

© Xavier & Associates 2010 P a g e | 17

The industry offers a wide array of

© Xavier & Associates 2010 P a g e | 18

According to a recent survey, conducted by the American College of Sports Medicine

Top 10 Trends 2010

© Xavier & Associates 2010 P a g e | 19

© Xavier & Associates 2010 P a g e | 20

Functional training has its origins in rehabilitation. Physical therapists developed

Functional Fitness involves the use of strength training to improve balance,

Ottawa is a government town with a relatively stable

Ottawa is also considered the 4th cleanest city in

Market Segment and Target Market

© Xavier & Associates 2010 P a g e | 21

Specific target market characteristics include;

Category Specific Details

In 2008, the total population for the Ottawa-Gatineau Ontario/Quebec was

© Xavier & Associates 2010 P a g e | 22

1008.2% 8.6% 8.7% 8.3% 8.8% 10.0%