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How to do a SWOT Analysis for Your Gym



Conducting a SWOT analysis for your gym is essential for effective business planning. Whether you’re a fitness industry OG or you’re brand new to running a gym, understanding the internal and external factors that can impact your business is crucial for long-term success.

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. By leveraging strengths, addressing weaknesses, capitalizing on opportunities, and mitigating threats, you’ll be empowered to make informed decisions and build a sustainable fitness business for years to come.

What is a SWOT analysis for a new gym?

For new gyms, conducting a SWOT analysis is crucial because it assesses business viability and guides the development of a comprehensive business plan. You’ll consider your gym’s strengths and weaknesses — its internal factors — as well as its opportunities and threats — its external factors. The result? Awareness of how to position your business so that it’s set up for success.

How do I conduct a SWOT analysis for my gym? 

If you don’t already have a business plan in place, starting with a SWOT analysis is a smart move. Don’t let the simplicity of the process fool you — the resulting document provides a big-picture view of what influences your gym and its chances of success. Let’s dive in.

Uncover your strengths

The process begins with identifying and assessing the internal factors that give your gym a competitive advantage. These factors can include your qualities as a business owner or manager, the capabilities of your team, and the gym environment itself. 

For instance, having specialized equipment, qualified trainers, a prime location, or unique services can be factors that set your gym apart from others in the industry.

Having a recognizable brand and a positive reputation in the community is another factor working positively in your favor. Having a killer marketing strategy for your gym that builds brand awareness and drives customer loyalty is another example. 

By recognizing and leveraging these strengths, you can build upon them to attract and retain customers, enhance your gym’s reputation, and establish a strong position in the fitness market. 

Identify your weaknesses

Identifying the internal factors that could put your gym at a disadvantage are just as important as identifying its strengths. By making an honest assessment of your gym’s weaknesses, you can put plans in place to address them.

Start by considering the physical aspects of where your gym may lack compared to competitors, such as outdated equipment, limited facilities, or poor location. 

Next, consider your human resources. Does your staff require more training? Are there any gaps in customer service? 

If you’re having trouble coming up with concrete examples, consider assessing customer feedback and complaints to uncover any recurring issues or shortcomings. 

By recognizing these weaknesses, you can develop strategies to address them effectively. In doing so, you’ll enable your gym to become more competitive in the marketplace.

Look at your business opportunities

The opportunities section is all about identifying and evaluating external factors that can positively impact your business. 

To get started, pay attention to emerging trends and shifts in the fitness industry, such as growing demand for specialized workout programs or increasing interest in health and wellness.

Consider collaborations with complementary businesses, such as nutritionists or physical therapists. Additionally, assess the local community to identify untapped customer segments or geographic areas with potential for expansion. 

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Also, keep an eye on new technology that could enhance your gym’s offerings or provide new avenues for customer engagement (e.g. online training or livestream fitness classes). 

By identifying opportunities, you can capitalize on them to attract new customers, diversify your services, expand your market reach, and stay ahead of the competition.

Analyze your threats

Alongside the opportunities, it is crucial to identify and assess the external factors that could potentially undermine your business. 

First, consider the competitive landscape and analyze the strengths of rival gyms, their pricing strategies, and the services they offer.

Next, consider economic factors, such as changes in disposable income or economic downturns, which may impact customers’ willingness to spend on fitness memberships. 

Social factors, such as shifts in health consciousness or lifestyle trends, can also influence the demand for gym services.

By proactively addressing threats, your gym can adapt to market dynamics, minimize risks, and ensure its long-term viability in a competitive industry.


How do I use my SWOT analysis?

A SWOT analysis is integral for creating a solid business plan for your gym. Once you’ve completed one, it’s time to leverage the insights gained to make informed business decisions. This includes strategic planning, goal setting, and resource allocation. 

It’s important to regularly revisit and update your SWOT analysis to optimize business performance. By effectively using the analysis, you’ll set up your gym for long-term success.

How do I analyze my SWOT?

First, focus on maximizing strengths to build your competitive advantage. From there, make action plans to address weaknesses — bonus points if you can leverage your strengths to do so!

Assess the list of opportunities you’ve identified and decide which ones you’d like to pursue and in what order. Importantly, create a contingency plan for each threat you’ve identified, which will give you peace of mind while you focus on opportunities.

Again, make sure you regularly review and update the analysis to stay adaptable.


Armed with the insights from your SWOT analysis, it’s time to grow your fitness business! 

Glofox provides comprehensive software to increase your revenue and help even more people achieve their fitness goals.

With Glofox, you will: 

  • Unlock greater time freedom with online bookings & payments
  • Build a loyal following with your custom app
  • Use cutting-edge sales & marketing tools to engage with your customers

Ready to build your gym business? Contact us for a free demo today!

We empower you to boost your business

"I think Glofox speaks to lots of different fitness businesses. I looked at a few options, but the Glofox positioning was more flexible. Without it the business wouldn't be scaleable”
Mehdi Elaichouni
Owner at Carpe Diem BJJ

Trusted by studios, and global gym chains.

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