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Mission

Mission. To make fitness more convenient for the client and make it possible for nearly anyone to implement a fitness routine that works for him or her Keep clients motivated by incorporating a variety of equipment, varying locations, and offering specialized classes. Objectives.

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Mission

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  1. Mission • To make fitness more convenient for the client and make it possible for nearly anyone to implement a fitness routine that works for him or her • Keep clients motivated by incorporating a variety of equipment, varying locations, and offering specialized classes

  2. Objectives • Provide convenient, in-home personal training to clients in, and around, the city of Willoughby • Provide on-location personal training and eventually offering weekly group sessions on a sign-up basis • Eventually, provide corporate training for employees/businesses in Willoughby and surrounding areas

  3. Keys to Success • Effective marketing to target demographic • Creating a client base • Working within a specific area • Cross advertising and referrals from area individuals and businesses specializing in health and nutrition • Deliver on promises • Word of mouth

  4. Company Summary Jamie Border is the sole proprietor of Make It Fit Fitness, which is based out of centrally located, Willoughby home office.

  5. Training Experience • Certified through the National Personal Training Institute’s 500 hour program • CPR certified • Experienced in fitness evaluations, instruction, and program design • Extensive knowledge of anatomy, exercise physiology, nutrition, and fitness needs of special populations

  6. Past Experience 3 years managing pizza delivery business. Responsibilities included: • Customer service relations • Conflict resolution • Hiring Personnel • Scheduling • Inventory • Money management and accounting • Reports • Marketing and Advertising

  7. Services We will offer 60 minute, in-home, corporate, or on-site personal training sessions. We provide one-on-one, partner, and group workouts focusing on cardiovascular exercise, resistance training, core strengthening, balance, and flexibility. We also offer fitness assessments, body composition assessments, and special group classes on a sign-up basis.

  8. Competitive Comparison Why us over a gym? • Privacy • Convenience • Relationship • Motivation • Knowledge • Why us over other trainers? • Variety and knowledge of equipment • Flexibility of location • Weekend, sign-up, group sessions – meet others with similar interests

  9. Client Demand Convenience: American’s live busy, stressful lives. People want to exercise but demanding work and family commitments make it difficult to find the time.The need for a convenient fitness workout is growing. Staying Young: American’s are living longer and the key to utilizing those years to the fullest is by staying active. Many seniors want to improve their fitness level but are unable to drive to a gym or need special considerations.

  10. Source: ONS mortality statistics

  11. Client Demand Overweight and Obesity: In the U.S., nearly two-thirds of adults are overweight and almost one-third of American adults are considered obese. These numbers are growing and the need for personalized fitness programming is on the rise. The fitness industry, as a whole, is expected to grow over the next decade.

  12. Obesity Trends* Among U.S. AdultsBRFSS, 1985 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14%

  13. Obesity Trends* Among U.S. AdultsBRFSS, 1986 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14%

  14. Obesity Trends* Among U.S. AdultsBRFSS, 1987 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14%

  15. Obesity Trends* Among U.S. AdultsBRFSS, 1988 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14%

  16. Obesity Trends* Among U.S. AdultsBRFSS, 1989 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14%

  17. Obesity Trends* Among U.S. AdultsBRFSS, 1990 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14%

  18. Obesity Trends* Among U.S. AdultsBRFSS, 1991 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19%

  19. Obesity Trends* Among U.S. AdultsBRFSS, 1992 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19%

  20. Obesity Trends* Among U.S. AdultsBRFSS, 1993 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19%

  21. Obesity Trends* Among U.S. AdultsBRFSS, 1994 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19%

  22. Obesity Trends* Among U.S. AdultsBRFSS, 1995 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19%

  23. Obesity Trends* Among U.S. AdultsBRFSS, 1996 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19%

  24. Obesity Trends* Among U.S. AdultsBRFSS, 1997 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% ≥20%

  25. Obesity Trends* Among U.S. AdultsBRFSS, 1998 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% ≥20%

  26. Obesity Trends* Among U.S. AdultsBRFSS, 1999 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% ≥20%

  27. Obesity Trends* Among U.S. AdultsBRFSS, 2000 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% ≥20%

  28. Obesity Trends* Among U.S. AdultsBRFSS, 2001 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% 20%–24% ≥25%

  29. Obesity Trends* Among U.S. AdultsBRFSS, 2002 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% 20%–24% ≥25%

  30. Obesity Trends* Among U.S. AdultsBRFSS, 2003 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% 20%–24% ≥25%

  31. Obesity Trends* Among U.S. AdultsBRFSS, 2004 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% 20%–24% ≥25%

  32. Obesity Trends* Among U.S. AdultsBRFSS, 2005 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%

  33. Obesity Trends* Among U.S. AdultsBRFSS, 2006 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%

  34. Obesity Trends* Among U.S. AdultsBRFSS, 2007 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%

  35. Target Market Make It Fit Fitness will target a diverse range of clients: • Women new to fitness training • Stay-at-home moms • Pregnant women • Corporate fitness clients (varying) • Older population / Seniors • General population who are: • Uncomfortable in a gym atmosphere • Dissatisfied with appearance or ability • Desiring a more diverse workout

  36. Market Location Make It Fit will serve clients and businesses within a 5 mile radius of home office, located in Willoughby. The market area is approx. 80 square miles.

  37. Pricing Strategy 60 minute, individual sessions @ $50 per session

  38. Promotional Strategy Make It Fit will advertise and promote the company by: • Designing a website with monthly online newsletter • Full color flyers (school, church, community center bulletin boards) • Referrals and cross-promotion through local partnerships • Direct mailers focused on target market • Posting ads on free, local, internet community message boards • Attending local events and utilizing promotional products to generate interest

  39. Operations • Sole proprietor, Jamie Border, will handle all day-to-day operations such as: • Personal training appointments • - Consultations • - Scheduling • - Website maintenance Additionally, Jamie Border is responsible for: - Billing and Accounting - Designing Monthly newsletter - Promotional Events and Advertising $1,000,000 Limited Liability Insurance through IDEA Health and Fitness Association at a cost of $172 a year

  40. Start-up Capital Personal savings will cover all of the initial, estimated start-up costs of $1745.00

  41. Breakdown of Monthly Expenses: Monthly Budget Monthly operating budget based on $530 of variable expenses and $1207 of fixed expenses, including $1000 salary

  42. Growth Analysis Company growth based on 5% sales increase monthly

  43. Break-Even Analysis

  44. Conclusion Make It Fit Fitness is based on the belief that making physical fitness convenient, enjoyable, and dynamic is the key to a lifetime commitment to an active lifestyle. Our goal is to provide fitness options for clients that will work for their specific lifestyles and goals. At Make It Fit Fitness, it is our mission to make a difference through our dedication to overall health and physical fitness.

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