Business Plan

for

Empower Movement

Imperial Beach, CA
(619) 251-2332
www.EmpowerMovement.online

Prepared by
Jordan Card
Owner
JordanCard@EmpowerMovement.online
July 8, 2024

Executive Overview

Empower Movement's mission is to provide an engaging facility and evidence-led fitness coaching that attunes to the unique needs and values of each member in order to empower her to freely embody the truest expression of herself.

Empower Movement is a Limited Liability Corporation located in Imperial Beach, California. It is owned by Jordan Card, who has 9 years of experience as a Master Trainer. Jordan is the sole owner and runs all of the day-to-day operations.

Services: Our clients are looking for a fitness solution that fits into schedules and motivated them to stay active long-term. Our personal training services utilize innovate movements and attuned coaching to create an experience that is highly individualized and keeps clients coming back.

The Market: In and near Imperial Beach, there are currently no gyms that appeal to the average woman. Our market research shows that the gyms in the area are all Crossfit, body building, or old-school gyms. Women in the city need a gym space that is designed to meet their needs, physically, financially, and emotionally. They also need a gym with childcare. Many women are left without a gym membership because they need to able to bring their child, but can't.

Competitive Advantages: Empower Movement is different from the other gyms in the area because it brings innovative fitness programming, high-quality coaching, and a space designed for women to the table. Many gyms coach the same movements repeatedly, leading to client boredom and injury. Our programs use higher-level science to make our client's daily lives easier. Our gym space is designed to make women feel comfortable, at peace, and strong, as opposed to many gyms that opt for things like red and black walls. Our children's area will give parents an easy way get their workout in consistently. The equipment we have chosen is unique, including a Peloton, Evolt body composition scanner, turf, and decorative weight plates.

Financial Projections: Based on the size of the market and our defined service area, we estimate that Empower Movement will generate $150,000 in revenue in the first year, with an expected growth rate of 10% each year after the first.

Startup Financing Requirements: To launch Empower Movement, Jordan needs $80,000 in start up capital for renovations and equipment.

Company Overview

The business was started in March 2024 in response to the growing need of quality, affordable, female personal trainers in the area. After extensive experience as a Master Trainer at 24 Hour Fitness, Jordan regularly met women who wanted to break out of the box created for them by societal expectations. These women trained with such passion that they inspired Jordan to create Empower Movement.

All of the gyms in Imperial Beach are CrossFit gyms, body building gyms, or old-school gyms, which leaves the majority of women (who do not want to train in those styles) searching for a solution that will give them the strength, confidence, and support they have been wanting. Empower Movement fills that need by removing logistical obstacle for members and by providing innovative programming led by a female coach.

Jordan has created a business model that artfully meets the needs of women in Imperial Beach. By providing fair, value-driven prices, a flexible schedule, and the same creative, engaging, and co-active coaching, she has created a product that is both accessible and effective.

Empower Movement provides Personal, Group, and Hybrid Training, as well as 24/7 gym memberships with a children’s area, to “badass-identifying” women in Imperial Beach. While the company does not discriminate against men, it recognizes that most gyms cater to men in the form of equipment, aesthetic, services, and staff. Empower Movement provides a gym space that is designed for women, as is evident in the murals, children’s area, equipment, services, and female coach. The term “badass-identifying” means that regardless of appearance, skillset, or age, our target members internally view themselves as capable, resilient, and strong.

Empower Movement’s current main objective is to secure funding and move into a 1000SF space located on the main street of Imperial Beach. Objectives that are dependent on this first one are to launch the Flux Group Training program, introduce Experience Fitness events, and put the MVMNT app on the market. Long-term Objectives include hiring a second personal trainer, launching a line of supplements and fitness gear, and ultimately achieve a 20% profit margin.

Market Analysis

Empower Movement will operate in the Personal Training industry as well and the Health and Fitness Club industry.

Generally, larger gyms with multiple locations broadly service the general public, smaller niche gyms provide higher-quality and more narrow services to individuals ready to pay a premium price for a curated workout experience. With a 29% share in 2022, the United States dominates the $124.7 billion personal fitness trainer market. With the health and fitness club market likely to grow at 9.2% CAGR through 2034, and the personal training market projected to grow 4.5%, the market is foreseen to broaden extensively.

The small gym industry specifically is expected to grow by 17% by the year 2025.

Skilled fitness trainers who bring innovation and creativity in terms of fitness programs, classes offered, and client experiences are the primary factors that predict gym profitability and longevity. With the expansion of technology and AI in the fitness world, it is imperative that gym owners and trainers create quality digital extensions of their services, while continuing to foster the authentic trainer-client relationships that technology will never match.

Because of the rise of fitness influencers, more people are seeking quality training from a knowledgable trainer. They are tired of gimmick workouts from unqualified influencers. Finding a quality coach is more difficult now than ever, and when people find a coach who meets their needs, they stay with that coach long-term.

The target customers for Empower Movement are badass-identifying clients, meaning that regardless of appearance, skillset, or age, they internally view themselves as capable, resilient, and strong. Specifically, we specialize in coaching women through innovative strength training and metabolic conditioning, with an emphasis on performance rather than aesthetics. Clients experience how our methods are superior to the light weights, cardio, and weight loss goals that are generally expected of women.

To capitalize on opportunities that are geographically close as we start and grow our business, Empower Movement will specifically target women with children under the age of 12. This will allow us to take advantage of the lack of gyms nearby with childcare or an atmosphere that feels safe to the average woman joining a gym after the massive bodily changes of pregnancy and motherhood. Our ideal client is one who has the desire and motivation to include fitness in her life regularly, but wants help removing the obstacles life puts in the way of actually getting it done.

When target customers leave reviews, they will sound like this:

“This gym is incredible! After having my kids, getting fitness into my routine has been such a challenge. There’s always someone who needs me! Empower Movement is everything I didn’t know I was looking for. I love that I can bring my kids and they can see me taking care of my body. The facility is always clean and Coach Jordan is incredible! She teaches us the why behind everything we do and stays engaged throughout the class. I am so glad I found this gym. I could go on for days, but in short, 10/10 would recommend!”

Because Empower Movement primarily provides services, our advantages are only as strong as our programming and coaching.

Empower Movement adapts a training style that is unlike other gyms in the area, and unlike most gyms for that matter. Most fitness programs scale and progress movements (primarily) by increasing weight, volume, or time. Some of the better trainers will also progress through range of motion. While these are key factors in any quality program, focusing only on these leaves the program lacking and the clients bored and often injured.

At Empower Movement, we progress through multiple planes of motion in order to create a robust fascial system and maximize our program’s impact on our clients’ daily lives. We take into account things like variability, flow, work capacity, odd-positional strength, tensile strength, starting strength, ground to stand movements, mobility work, and motor learning. We consider the experience of a workout from the clients’ perspectives, and balance the movements to be both motivating and engaging.

Coaching is as vital to the health of a personal training business as are the workouts. Because our programs are so innovative, our trainers have to have experience coaching and cuing the movements. Our coaching is consistent and effective, but is also authentic and attuned to the client. As much as clients claim they just want to be “told what to do,” experience shows that they prefer to feel heard and empowered.

At the end of the day, clients will not continue to pay for a service they can do themselves. Empower Movement programs and coaches keep the value high consistently and keep clients coming back.

Beyond our superior personal training, Empower Movement has the following advantages compared to competitors:

Child Care
High-Quality, Easy-to-Navigate App
Body Composition Measuring
Female Master Trainer
Peloton
Visibility on the main road in the hub of the city
High-quality, Interactive Website
Lower Pricing
Neurodivergent-friendly
Atmosphere that welcomes women and children
Face-to-face owner-member relationships

Products Offering

Personal Training Services include:

Wellness Interview/ Member Intake
Movement Coaching
Strength Training
Olympic Lifting Coaching
Metabolic Conditioning
Mobility Coaching
Habit Coaching
Motivation Coaching
Wellness Coaching
Nutrition Guidance
Personalized Fitness Programming
Group Fitness Programming
Youth Athletic Performance Training

Gym Services Include:

24/7 access
Skilled fitness trainers
Evolt body composition scanning
Member-supervised children’s space
Peloton
Turf area
State-of-the-art equipment

The MVMNT App is made custom by Empower Movement and will include the following:

Announcements
Client Program/Group Program content
Member groups and competitions
Empower Movement Blog
Trial Program
Movement Video Library
Client schedule
Gym Schedule
Services and pricing
Communication with owner/coach

In addition to regular services, Empower Movement will host high-quality fitness education experiences. The following topics will be the first offered:

Experience Kettle Bells - Get hands-on training from a kettle bell certified coach! Learn the various kettle bell holds, movements, and even flows. This experience is ideal for all levels.
Experience ViPR Pro - Learn how to use to use the versatile ViPR Pro with a ViPR Pro certified coach. Practice hand placements and movements, and learn how to add ViPR Pro into your workouts!
Experience Battle Ropes - Discover how much battle ropes have to offer with the guidance of a battle ropes certified coach. Feel how to harness power with movements you have not seen before and learn how to create endurance, hypertrophy, strength, and power workouts all with the same rope.
Experience Programming - Join us as our Master Trainer pours out all of her knowledge and experience in programming! When you want to reach a specific goal, creating a program is the first step. Learn how to create an effective program for yourself and how to avoid hitting the dreaded plateau.
Experience Animal Flow - Animal Flow is ground based movement designed to improve strength, power, flexibility, mobility, and coordination for all levels of fitness enthusiasts. Take part in fun, challenging, and effective flows coached by an Animal Flow certified coach.
Experience Mobility - Create longevity by learning and practicing the skills you learn at this experience under the guidance of an experienced coach. Learn about the kinetic chain, fascial lines, multiple modalities, and how to tackle your biggest mobility issues now and in the future.
Experience Olympic Weightlifting - Get your weightlifting journey started with this introduction to the snatch as well as the clean and jerk. Our USOC certified coach will teach you proper mechanics as well as supporting movements.

Empower Movement offers its services at monthly rates using the following categories:

Personal Training
- 1 session weekly - $400
- 2 sessions weekly - $600
- 3 sessions weekly - $800
Group Training - $50
Personal/Group Hybrid
- 2 sessions weekly - $200
- 3 sessions weekly - $300
Personalized Programming Via App - $150
24/7 membership - $50
Child’s Membership - $20
Experience Regular - $40
App Access Without Membership - $50

The following products and services are offered for a one-time fee:

Membership sign-up - $50
1-week membership - $30
Day Pass - $10
Experience Events - $100
Experience Events for Members - $80
Evolt Scanning -$50
3x Evolt Scanning - $120
3-Session Intro Training - $300
App-Based Mobility Portfolios - $30

Empower Movement currently has the following development planned in the next 3 months:

Aquire funding and move into a physical location in Imperial Beach
Launch the MVMNT app on the Google Play Sore and the App Store
Begin online marketing
Soft launch new location to members with pre-order memberships and address any discover inefficiencies or problems
Grand open Empower Movement’s first location
Launch Flux Group Training
Partner with MINDBODY to get classes listed on their app
Launch Experience events

Empower movement has the following long-term development goals:

Hire 2 more trainers that align with the company’s vision, mission, and values
Launch a line of supplements and gear
Hire a childcare attendant
Open a second Empower Movement location

In addition to and in support of development, Empower Movement will prioritize the following research:

Track and monitor class attendance and re-assess class times after one month and again after three months.
Track and monitor marketing strategies and cost per member for each strategy to maintain an efficient financial plan
Leverage Experience events to gauge member interest and create new classes and add-on services
Monitor Wix, MINDBODY, and GymMaster analytics to adjust my efforts and maximize member and community engagement
Consistently utilize the resources provided by IDEA, FBA, NSCA, and ACSM to stay up to date on the most current research and innovations in fitness

Because the tangible products provided by Empower Movement are in written for and are created continually by Empower Movement trainers they are protected as intellectual property and, specifically, have copyright protection.

Registration is not required, so client workouts and programs will not be registered, and will include a notice regarding intellectual property.

All group programs and widely distributed programs will be registered.

When the Empower Movement logo is finalized, it will be registered as a trademark.

Currently, Empower Movement has one employee. When we hire a new trainer, the process of creating our program will be registered as a trade secret.

Plan of Operations

Empower Movement is currently in operation servicing personal training clients. Over the past 4 months, I have purchased the necessary equipment and set up a training space that is about 10’ by 13. By leveraging vendor events, past client relationships, and silent auctions, I have brought on new clients each month.

At the current location, Empower Movement's capacity is 20 personal training sessions per week, or about $4000 monthly, and pricing is lower due to limited equipment. The company goal is to secure funding and move into a 1000SF space in order to add group training and additional services, raise prices, and ultimately bring in enough revenue to create a 20% profit margin by year one. Where appropriate, this Plan of Operations will detail how Empower Movement currently operates, and how moving into this space will alleviate current restraints and maximize revenue

Development

The following correlates with the inefficiencies that are labeled by number on the flow chart and is written from the perspective of the owner, Jordan Card:

While zoom calls have worked so far, meeting with clients in the gym would be preferable. Often, when clients sign on in person, I can meet them face to face and ask questions then, and avoid this step altogether.
Canva has been great for creating workout cards and program outlines, but as I bring on more clients, the time spent editing will need to be cut down. I would like to use a different software that is more efficient when I am creating workouts.
The space I am in currently simply doesn’t have enough equipment or room to freely choose movements for a workout. It is too small to fit any cardio equipment-bring in the jump rope!-and does not have room for things like bear crawls, walking lunges, or sprints. My current clients are 2-3 months into training, and while what I have has worked for getting them going, they are about to the point where they need to upgrade. By moving into this new location, I am able to outfit it with all of the equipment necessary to train (almost) any level and to add incredible movements that other local gyms have not tapped into.
I currently use Wix booking for scheduling sessions and marking them complete. This is not too big of a hassle now, but in preparation for hiring another trainer, I want a system that requires a client code for the trainer to mark the session complete. Also, I currently type the client workouts and write them on a white board - I don’t like having a tablet in-session. On my Financial Plan, I have included a touchscreen monitor that I can use at point of sale. I can also use this monitor in-session to update client workout cards in real time and update them in the app easily.
The biggest restriction right now is space. When I do my job correctly, and I usually do, training clients reach a point where they really take ownership over their own fitness, and no longer need one on one guidance. Often, they will try to stay on as a client because they love working with me and love my fresh, engaging workouts. The cost is simply too high at this point to justify the value as they experience it. With more space, I will open Group Training and Hybrid Training, two more-affordable options for clients to stay with me long-term. Offering these training options and keeping long-term clients is the key to opening the floodgates of revenue.

Empower Movement will work with MINDBODY to sell group training services. MINDBODY is an app that provides lists of local fitness classes to consumers and allows them to purchase a class pass through the app. It is incredibly easy to use and a great way to gain visibility. For $160 monthly. MINDBODY will list EmpowerMovement classes and include highlights or sales. A one-year commitment is required.

Empower Movement is currently working with Imperial Beach Artisan Markets, a pop-up vendor event coordinator. These events require a small one-time cost to reserve a vendor space. Once funding is secured to move into a location, these events with be leveraged to build SMS marketing list and sell Founder Memberships before opening.

Empower Movement will maintain a high-quality member and personal training experience by prioritizing the following:

Require all personal trainers(PTs) to be certified and remain certified through the entirety of their employment
Ensure PTs follow our client programming and session guidelines as set by our Master Trainer
Provide coaching training for each PT upon hiring and ongoing
Develop close relationships with PTs to enable transparent communication and motivate efficiency, efficacy, and autonomy
Encourage PTs to innovate and bring their own evidence-led modalities to Empower Movement in order to cultivate a flexible, fulfilling workplace
Fund Continuing Education Units for owner-approved courses
Randomly observe trainers in-session and assess for EM Quality Standards
Maintain a clean facility according to the EM Quality Standards by following the facility cleaning schedule
Welcome and encourage member/client feedback and adjust accordingly
Maintain an efficient webpage, app, scheduling system, and pos system
Consistently seek to improve efficiency of software and work flow processes
Track KPIs that reflect client satisfaction (client sessions serviced, retention rates, client check ins, active client ratio, referral ratio, average class size) and make adjustments that maximize these values

Empower Movement will use the following key performance indicators to track business health and make adjustments:

Sessions Serviced

Total number of sessions trained.

Each session is revenue for the business. When sessions serviced drops too low, effort will be spent

bringing in new clients.

Goal: 80

Active Client Ratio

Number of clients who have trained a session in the past 2 weeks as a percentage of total clients

This ratio gives another way to measure how engaged clients are. When clients are inactive frequently, they usually do not remain clients long. Engaged clients stay long-term. The 15% inactive is reserved for clients on vacation or out for illness.

Goal: 85%

Revenue per Member

Total revenue divided by total members

This number reflects how invested members are in the gym. Based on this number, additional services can be added, and pricing can adjust.

Goal: $200

Sessions Serviced per Client

Sessions serviced divided by total clients

Client satisfaction, results, and retention are all higher when clients train sessions regularly and somewhat frequently. When this number is below 6, I can focus my efforts on creating consistency for clients and re-activating inactive clients.

Goal: 10

Member Retention Rate

Number of members kept as a percentage of last months total members

This measure reflects member satisfaction.

Goal: 80%

Revenue per SF

total revenue divided by total square feet.

This reflects how well space is allocated. By breaking this down into the gym space and childcare space, measurements will be adjusted and unused equipment removed.

Goal: $20

Average Check-Ins

Total check-ins divided by total members

Health fitness business maintain high engagement. One way engagement is tracked is by monitoring how often members are using the gym.

Goal: 10

Client Retention Rate

Number of clients kept as a percentage of last months total clients

With all of the affordable options available, this measure reflects client satisfaction.

Goal: 80%

Cost per New Member

Total Sales and marketing costs divided by number of new members.

CPNM tells, at a glance, whether the marketing and software expenses are worth the money invested into them. This will also help determine whether or not the sign-up fee needs to be increased.

Goal: $50

Average Class Attendance

Average number of clients in one class

Class time needs to be used efficiently. If this number gets too low, time will be spent bringing on new class members, or two classes can be combined into one

Goal: 12

Conversion Rate

Number of new member who become clients within 1 week

My gym is primarily a training gym, and this will tell me if the Empower Movement sales strategies are effective in turning new members into clients

Goal: 60%

Market Cost Recovery

Revenue per member divided by cost per new member

MCR helps set prices for costs/services offered to new members.

Goal: 3

Referral Rate

Total referrals divided by total clients

Satisfied clients tend to be confident enough in Empower Movement that they will recommend a friend join.

Goal: 1

Recurring Payment Revenue Growth

Total amount of revenue in a month divided by total revenue in the previous month

Because Empower Movement is at its core a personal training business, this number tells much the business is growing.

Goal: 1.2

Profit Margin

total profit divided by total revenue

Profit Margin, in the fitness industry, is a marker for longevity. If this number is too low, pricing and expenses will be re-assessed.

Goal: 20%

New Members

Number of new members

Memberships are a stable foundation for a gym. If this number is low, more attention needs to go to marketing memberships.

Goal: 15

New Clients

Number of new clients

A healthy fitness business also has new clients engaging with training consistently.

Goal: 10

Manufacturing

Empower Movement will be open 24/7 to existing members via a barcode lock on the door.

For new members coming in, Empower Movement will be open Monday through Friday 9am-5pm, and Saturdays. This is also what will be listed online.

The gym is open all year, but during the summer, family fitness events will be scheduled regularly. Fitness education experiences will be offered monthly.

Group classes will be available Monday through Saturday, excluding Wednesday, 8am-11am regularly, with the addition of evening times when requested. Class times will be re-assessed after one month and again after three months, at-which time they will be adjusted if needed.

Between and after group training classes will be personal training sessions.

The childcare are will be open 24/7 due to the policies that children must be old enough to play unattended and that parents are responsible for supervising their children.

Cleaning and safety checks will be completed daily.

Business tasks will be completed according to the following schedule:

Monday-Update monthly business plan and create/adjust plan to meet revenue goals
Tuesday-Create SMS messages for the week, contact inactive clients.
Wednesday-Check client folders and create next weeks group programming.
Thursday-Contact new members to assure they are satisfied
Friday-Contact any un-contacted leads
Saturday-Approve online marketing schedule for next week and update MINDBODY

The proposed location for Empower Movement is 1006 Palm avenue, in the heart of Imperial Beach(IB). Located on the main street and 5 minutes away from everyone in IB, this location is an ideal combination of visible and accessible. Visibility is important to bring down marketing costs. Accessibility is vital because clients do not tend to commit to personal training or a gym if they have to drive more than ten minutes.

This space is about 1000SF, which is an compromise that includes enough space for equipment and childcare while keeping the rent cost low enough to leave room for a high profit margin.

Most gym members come from a household making at least $75,000 annually. In Imperial Beach, the median household income is $75,731. The largest population of people who have gym memberships is the white community, and Imperial Beach is predominantly white and hispanic. This location is in an ideal market area for Empower Movement.

The following is the planned layout for this location. As you can see, to space is the perfect size for a niche personal training gym.

Because this location is on the corner of the building, the company has included the cost to commission a local muralist to design and paint a mural on the outside wall that highlights notable women in fitness and depicts them in an eye-catching style. This mural will wrap from the side of the building around to part of the front, and will add both appeal and visibility to the location.

The company has also budgeted the cost to commission a muralist to design and paint the main inside wall of the gym, as well as one wall in the bathroom. The gym wall will depict Imperial Beach plants and small animals and deliver an overall aesthetic that evokes harmony, simplicity, and freedom. The bathroom mural, considering it is where members will change clothes, will portray a diverse collection artistic and tasteful outlines of (almost)nude women. This mural will be a statement piece that communicates "all bodies are beautiful and allowed to take up space."

For reference, the following are the concept pages the company sent to the muralist. Click on any page to view them all larger.

Balanced Cultivated secure Peaceful Accepted empowered Creative.png

Balanced Cultivated secure Peaceful Accepted empowered Creative (1).jpg

Balanced Cultivated secure Peaceful Accepted empowered Creative (2).jpg

Finally, the following shows how many people can be in the gym at one time. Each person on the floor has a 6' radius at minimum, and each person on cardio equipment has 2.5' radius.

Given a comfortable maximum occupancy of 12 and common gym hours of 5am-10pm, This space has a 204 member capacity.

In order to charge a competitive rate, I will order quality equipment to outfit the gym, including wall mounted power racks, an assault treadmill, and a rower that creates electricity for the gym to use. The following are my projected budgets for equipment and explanations of what is included in those budgets:

Strength Equipment: $13,000
- Power Rack, Barbells, Dumbbells, Kettle Bells, Medicine Ball, Dead Balls, Weight Plates, ViPR Pro
Metabolic Equipment: $9,350
- Treadmill, Rower, Ski Erg, Peloton
Equipment Storage: $2,000
- Shelves, Dumbbell Rack, Barbell Rack
Functional Equipment: $2,550
- Plyo Boxes, Jump Ropes, Bands, BOSU, etc.
Add-on Service Equipment: $7,000
- Evol Body Composition Scanner, Timer, Hypervolt
Children’s Area: $9,230
- Flooring, Rock Wall, Nugget, Rug, Bookshelf, Partition
Software and Business Equipment: $3,000
- POS Harware, Website software, POS/Training Monitor, GymMaster Software and Door Lock

Empower Movement currently has the following development planned in the next 3 months:

Aquire funding and move into a physical location in Imperial Beach
Launch the MVMNT app on the Google Play Sore and the App Store
Begin online marketing
Soft launch new location to members with pre-order memberships and address any discover inefficiencies or problems
Grand open Empower Movement’s first location
Launch Flux Group Training
Partner with MINDBODY to get classes listed on their app
Launch Experience events

Empower movement has the following long-term development goals:

Hire 2 more trainers that align with the company’s vision, mission, and values
Launch a line of supplements and gear
Hire a childcare attendant
Open a second Empower Movement location

In addition to and in support of development, Empower Movement will prioritize the following research:

Track and monitor class attendance and re-assess class times after one month and again after three months.
Track and monitor marketing strategies and cost per member for each strategy to maintain an efficient financial plan
Leverage Experience events to gauge member interest and create new classes and add-on services
Monitor Wix, MINDBODY, and GymMaster analytics to adjust my efforts and maximize member and community engagement
Consistently utilize the resources provided by IDEA, FBA, NSCA, and ACSM to stay up to date on the most current research and innovations in fitness

Because Empower Movement sells services, the production process is the sole responsibility of the assigned trainer. To make one session happen, the trainer will:

Schedule the session
Type out the workout in Canva
1. Consider client movement ability, goals, and mental health
2. Consider equipment available and acute variables
3. Consider the experience the client will have
Ensure that the training space is clean and ready for a session
Write the workout on the white board
Coach the client through the written warm up, workout, and cool down
1. Deepen relationship with client
Confirm next session date and time
Mark the session complete
Update the workout card
Post the workout on the app

There are two main inefficiencies within this process:

Typing the workout on Canva and writing it on the white board and then posting it on the app all takes a lot of time when you have 20 clients. To solve this problem, equipment budget includes a touchscreen monitor that is on an adjustable stand on wheels. This way, trainers can type the workout and have it on the screen to mark up in real time during sessions
Marking the session complete is a bit convoluted at the moment. The proposed budget includes GymMaster software to streamline Member CRM and Client Sessions, and to bring the two together into one workable database.

The viability and effectiveness of Empower Movement’s products are dependent on the skill, knowledge, experience, and resilience of the owner, Jordan Card.

What makes Jordan stand out is her knowledge and experience in such a variety movements and modalities. Every personal trainer knows the basics of strength straining and weight loss, but Jordan balances strength, movement, metabolic conditioning, nervous system regulation, fascial systems, mobility modalities, variability, motor learning, and movement patterns with the clients goals, desires, needs, perspectives, and limitations. When trainers stay stuck in old, rigid ways of thinking and training, clients leave them and come to Jordan.

During her nine years in the fitness industry, Jordan has consistently risen to top-tier performance in revenue and client interactions. At 24 Hour Fitness, she earned the title Master Trainer by servicing 2,500 session before her two year mark, and consistently brought in $60,000 of revenue in personal training sales alone.

Beyond her outstanding performance on paper, Jordan added the following certifications to her portfolio:

Kettle Bell Kings certification
USOC Olympic Lifting Coach Certification
TC24 Ignite, Torch, and Power Certifications
Modus Group Training Coach Certification
Battle Ropes Fundamentals Certification
Treat While You Train Certification
Transformation Specialist
Nutrition Specialist
Performance Enhancement Specialist
NASM Certified Personal Trainer
ISSA Certified Personal Trainer

The best voices to represent Jordan’s effectiveness are those of her clients:

“Jordan helped me transform from living with constant pain and low flexibility to being empowered and strong. She listened to my desire to gain more mobility and tailored the workout for my goals. The regime she created for me was challenging yet fun, and I felt like it enhanced my brain as well by lighting up areas of my body I rarely use. We also always have a blast together. Hands down she is my favorite trainer and I look forward to every time we get to work together!”

Sarah Cathers | 2021-Current

“Coach Jordan isn't just your usual coach - she is a dedicated athlete and a comprehensive trainer, incorporating either on site implementation or discussion of conditioning, strengthening, recovery and sports psychology into her sessions. Going from the macro to the micro, she breaks down the components of movements to precision detail to achieve the maximum outcome. Beyond her skill set her enthusiasm is infectious. After just one session I was decided that I wanted to sign on for the long term, as I knew that I would gain continual benefit from her coaching.”

Helen Metzer | 2019-2021

“Jordan is the best! Her knowledge of the body and movement has helped improve my quality of life as well as motivate me to get more fit and stronger. Plus she is friendly and kind and really roots for her clients.”

Allison Brown | 2018-2021

“Jordan has changed my life. When I started my fitness journey I never thought that I would be where I am. Fitness has become a part of my life and I truly enjoy getting in the gym. She has giving me confidence and made me realize I can do anything I set my mind to. She has changed my life for the better. Best trainer ever! ”

Autumn Macareno | 2022-Current

Due to Jordan’s performance, skills, and outstanding rapport, she was promoted to Assistant Fitness Manager under Mark Allison, who is currently serving as the project manager for Institute of Motion. In this role, and on top of managing her own revenue and clientd, she was mentored on the following activities to the point that she succeeded in doing them alone successfully:

Lead and motivate a group of trainers
Run and build the group training program
- Qualifying trainers to coach
- Adding new classes
- Removing or combining classes
Head training events resulting in 10 new clients on average for each event
On-Board new trainers
Coach the sales team on how to effectively sell big packages to long-term clients

Since starting Empower Movement in March 2024, Jordan has added new clients and increased revenue each month. She has thus far maintained a 100% retention rate, multiple referrals, and outstanding feedback from her clients. The following are reviews from clients she has added to Empower Movement without having trained them at 24 Hour Fitness, so their remarks reflect the viability and effectiveness of her current product:

"Jordan is an awesome personal trainer. I love her focus on empowering women and helping us reach our goals personally. You can tell she really cares about what she does and the clients that she serves. Each workout I feel like I really accomplished something and feel proud of myself. I am also feeling and seeing results early on. I also appreciate how she modifies workouts based on my ability and capacity. I highly recommend Jordan!"

"After not doing any real strength training in years, I finally reached out to Jordan and started sessions 2x a week... After having kids, I have a few limitations that she has been super thoughtful and accommodating with. She anticipates my needs and always has an adjustment ready.

Jordan is just the push I need!"

The cost strategy for Empower Movement is value-based and designed to foster long-term client retention.

Training is broken down into three general monthly price ranges: $50-$100; $200-$400; and $600-$900. By providing three price ranges, hours spent in one-on-one sessions are maximized and members still have an affordable option. This sales structure is also designed to create a pathway for clients to pay less as they increase self-efficacy over time, while will remaining clients who bring in revenue.

The training cost structure is as follows:

As previously stated in the “Equipment” section, Empower Movement will offer high-quality equipment in order to add value and overcome the smaller size. Gym memberships in the Imperial Beach area range from $50 with a one year contract, to $170 at CrossFit gyms, and none of the gyms have childcare of any type.

The projected membership and add-on cost structure for Empower Movement is as follows:

This set up gives members the opportunity to create a membership payment that meets their needs, whether they want to attend a quality gym for $50 a month, or pay $200 a month to access all of the fitness solutions they have been seeking.

Marketing Strategy

To grow the company, Empower Movement will do the following:

Establish and maintain company website and app that contain engaging content that keep members committed and motivated
Create and SMS group to keep members engaged and update them on new offers
Participate as a vendor, or otherwise network, at fitness/wellness/health events, 5k races, MudGirl races, local softball tournaments, and local farmers markets
Offer local business owners a free session and request they share my information with their customers
Donate sessions to silent auctions
Host free public workouts in parks and at the beach for 2 months prior to opening the facility, and sell Founding Memberships
Offer incentives for client/member referrals
Hire a social media marketer, Mandy Burns, to create and manage social media content
Include member intake consultation with memberships to convert new members to clients
As the business grows, higher a new trainer to offer more session times and service more clients
List Empower Movement on Google Maps as offering Evolt Services
Continue to satisfy current members/clients to promote retention

Currently, and for the foreseeable future, the only person in charge of sales is the owner, Jordan Card. If Jordan is relocated due to a military move, Empower Movement will add a location manager to handle sales. The company will increase awareness to our targeted customers through hosting visible outdoor group workouts, attending local vendor events, forming relationships with local businesses, coaching local influential women, social media marketing, and local advertising.

Financial Plan

Empower Movement currently has one employee, the owner, Jordan Card, who is currently responsible for all day-to-day operations, including wringing client programs, coaching clients, and marketing. Because Empower Movement is currently so small at the moment and does not have and overhead, she receives 100% of the business revenue as income.

Jordan is a strong foundation for the Empower Movement team because of her 9 years of experience working with clients, in which time she primarily worked with female clients. Her strengths include superior fitness knowledge, sensational rapport with clients, and effective leadership. She is ideal to capitalize on the current market because of her unique ability to connect with clients by staying present, meeting their stated needs, and providing workouts that challenge them appropriately enough to stay motivated and see results they didn’t expect.

Imperial beach is a small city and closely connected. Word of mouth holds weight in this market, so the ability to build quality relationships with clients can make or break a small business. In addition to her own amiability, Jordan has experience with successfully cultivating quality, motivated trainers who are eager to grow and innovate. She has a natural gift of speaking an innate ability to speak with tact and confidence that draws people to her and inspires innovation and self-efficacy. Because of this, she is able to maintain high standards for her employees and cultivate a gym culture that welcomes new members and keeps them coming back.

The plan for Empower Movement is to move into a small gym space and offer more services, which means we will need to bring on more employees once there is enough room in the budget. The following personnel plan outlines the employees that will be hired:

Stage 1 will address the biggest gaps in the company right now, and create avenues for increased revenue. A gym space offers numerous opportunities to offer services and increase revenue, but those opportunities are limited by the capacity of the team. Current, the Empower Movement team is limited to the capacity of the owner. While opening a location will add incredible value and revenue, there are only so many hours in a day in which one person can be with clients.

By adding an additional trainer, the gym can offer more class times and more personal training opportunities. in addition, new trainers regularly offer discounted prices due to their inexperience. By closely monitoring the new trainer’s interactions and programming, we can create an opportunity for members to become clients, even if their budgets won’t allow the cost of a Master Trainer. Also, new personal trainers tend to be more enthusiastic about training, as opposed to experienced trainers who often get burnt out. Adding a second trainer will bring fresh energy to the club and open up space for the owner to be more profitable with her time.

By adding a kid’s attendant, the gym will be able to increase the cost of childcare memberships because parents will no longer be solely responsible for their children. This will aid in increased retention for parents and open the market to include parents with babies. When the kid’s attendant is not caring for kids, she will be responsible for the cleaning and sanitation, and, in the event that she has finished her other responsibilities, inputing electronic information for the owner.

Stage 2 will introduce assistant managers and begin the clubs transition to running without the owner present. At the moment, the biggest need is to build the business and bring in members. Once our member base is solid, we will need to consistently innovate and remain present in the community in order to continue growing. In Stage 2, the owner will leave the bulk of the coaching and day-to-day operations to the assistant managers, freeing time to explore new revenue generators and adjust any company-wide inefficiencies that remain present. The goal at this point is to be anticipating the opening of a new location without new business loans.

Funding Request

Empower Movement requires $80,000 in a long-term loan or in an investment in exchange for 10% equity on the company. The business plans to be self-sufficient within 4 months, and does not plan to seek more funding in the future.

After funding is secured, the company with purchase $44,000 in equipment that can be used as collateral.

The terms section covers how the company expects to pay back a loan or produce deliverables for investors. It is important to provide lenders with a potential exit plan from the company

Empower Movement has allotted $1000 per month in the break even analysis for paying back a long-term loan. This number will increase with the company’s profit, and increase is projected to begin by month 4.

The company will report monthly KPIs to the lender/investor showcasing the business growth and tracking how closely we are following the sales forecast. In addition, the company will provide an explanation of changes it will make to match the sales forecast, as well as a repot on the outcome of the changes made the previous month.

In the event that the company cannot meet financial requirements, the lender will take ownership of all equipment purchased with the loan. The equipment has an estimated depreciation rate of 10% per year, so the estimated value by year is as follows:

Year 1: $39,600
Year 2: $35,640
Year 3: $32,076
Year 4: $28,868
Year 5: $25,981

Because of the current market, viability of the company will be proven by the end of year 1, so lenders can expect $39,600 in collateral in the event that an exit plan is needed.

Subtracting collateral and 12 months of loan payments, the amount left on the loan would be 28,400 plus any accrued interest. At this point, the owner will remove the company from its location, and return to training as the business exists currently. This will allow her to continue servicing personal training clients, and continue paying $1000 monthly, or more when monthly sales go over $5,000. Alternatively, by this point the company will be able to apply for a business line of credit to pay off the remaining balance of the loan.

Thank You

I deeply appreciate your time and consideration today, and hope you have found my business plan helpful. While I know this business is small now, I am confident it will become a force to be considered in the fitness industry. Feel free to view the rest of my webpage using the buttons at the top of this page, and please reach out with any questions or concerns. I look forward to having you join this journey with me!

Jordan Card

Owner

Empower Movement LLC

(619) 251-2332

JordanCard@EmpowerMovement.online

Business Plan

for

Empower Movement

Imperial Beach, CA (619) 251-2332 www.EmpowerMovement.online

Prepared by Jordan Card Owner JordanCard@EmpowerMovement.online July 8, 2024

Executive Overview

Company Overview

Market Analysis

Products Offering

Plan of Operations

Development

Manufacturing

Marketing Strategy

Financial Plan

Funding Request

Thank You

Imperial Beach, CA
(619) 251-2332
www.EmpowerMovement.online

Prepared by
Jordan Card
Owner
JordanCard@EmpowerMovement.online
July 8, 2024