F.O.R. Fitness Business Plan
Executive Summary:
F.O.R. Fitness is a service to the client that projects individual attention and positive reinforcement in the comforts of the client’s home. We will begin operations in January of 2004. Our proposed business is a service providing personal training at the next level. This partnership will be owned and managed by Francis Namocatcat, Oksana Kovalenko, and Rob Yarrington. Each business owner will contribute an equal investment to the company and share all risks evenly.


Health and fitness has been a growing trend of Americans all over the country. In recent years, 50 and over age segment has experienced a large portion of the growth. Duval County has grown substantially, and has a feasible market for this business type. Our target market will consist of the 50 and over age segment representing over 245,000 consumers with an annual average income of $47,500.


The service provided is unique to the traditional fitness industry in a way that gives the company a competitive advantage. Many businesses today focus on convenience for the consumer. For example, food-to-go and delivery, catalogs, Internet shopping, and other various convenient services have become very popular to the American consumer. F.O.R. Fitness is taking advantage of the convenience-driven market by offering our personal training delivered to the clients’ home versus the hassle of gym facilities.


Our promotional strategy will include a number of channels. Such channels will include newspaper ads, in-store company displays, personal selling, and billboards. This will allow us to compete with numerous fitness organizations ranging from industry leading gyms to popular fitness videos.


F.O.R. Fitness will base its operations at 2120 Corporate Blvd., in the heart of the Regency area. This location is an office in which the trainers will do administrative work and warehouse equipment. Trainers will conduct one-on-one personal training with clients in his or her home. F.O.R. Fitness is projecting to operate at a loss during the first fiscal year to cover expenses. Profits will be realized in the second year with continual growth as the business matures in subsequent years.


Vision and Mission Statement:



Vision Statement





We would like to provide our clients with personal encouragement and support all while teaching proper dietary habits and a workout regimen specific for their age, body-type, and goals.


Mission Statement





Promote a healthy lifestyle to the community through qualified and compassionate personal trainers by providing an educational and physical workout routine in the comfort of one’s own home.



































































Company Overview:
Business Concept


F-O-R Fitness will offer year round and seasonal (upon request), licensed in-home personal training service for middle/upper age citizens covering the greater part of Duval county which is located in the Jacksonville community. The business will have its first opening date on April 1, 2004. Our services will be made available Mon.-Sat (by appointment only) from 7:30 a.m. to 7:30 p.m.





Current Situation


Target Market: Society in the new millennium has staged awareness towards health/fitness, with an increase of +23% health club patronage from 1998-2002. The population/expansion of Duval County has recorded constant growth over the years, with a community interested in the fitness industry. Duval County has 40.3% of citizens over the age of forty five, while the national population of citizens over 45 is only 34.4%. Realizing such an opportunity currently exists, our service of a personal trainer will be directed towards the 50 and over segment of Duval County.


Industry


The city of Jacksonville is currently the largest city (land mass) in the U.S. With a number of franchised and relatively smaller fitness facilities dispersed throughout the community, none currently provide a personal workout service within the confines of one’s own home.


Of the many competitors in our market, a few of the more popular gym facilities include “Worlds Gym” and “Baily’s Powerhouse.” Like most gym atmospheres, they consist of a wide variety of both weight-training apparatus and cardio/aerobic exercise machines. Upon request and for a small payment consumers can specify a personal trainer to help develop a workout program appropriate for their needs and wants. Trainers may also help in directing the client in proper dietary content. To date, none of our many competitors have wandered into the service area we have chosen to communicate therefore giving us the competitive advantage needed when