Part one of this series explored the provocative question: “Do coaches make good gym owners?” As we discovered through our conversation with Jack Thomas, owner of BASE Bangkok and co-founder of The Fit Guide, the answer isn’t straightforward. While passion for fitness is essential, it’s rarely enough to sustain a successful business. Many trainers enthusiastically leap into ownership without the business skills necessary to thrive in this competitive industry. 

The good news? With the right approach, coaches and trainers can become exceptional business owners. Their intimate knowledge of the fitness experience, client relationships, and industry trends give them unique advantages if they can overcome some common hurdles.

Common Pitfalls in the Trainer-to-Owner Transition 

The path from fitness professional to business owner poses many challenges that have derailed many well-intentioned entrepreneurs. 

The Training Trap: Many new owners can’t step away from the training floor. As Jack points out, “You can’t be on the training floor for long, just churning out hours, because how are you going to grow? How are you going to expand? How are you going to learn about the business side if you’re doing ten training sessions a day?” While continuing to train might feel comfortable or financially safe, it prevents trainers from developing their business. 

Financial Misunderstandings: The allure of being your own boss often blinds new owners to financial realities. Whether it’s not having the money to get off the ground, losing income, or not understanding how much money it will take to start a business, some trainers aren’t prepared to work harder, take on more stress,  and earn less while their business takes off. 

System Deficit: When passion is a primary driver, critical business systems like sales processes, marketing plans, and operational procedures are often undeveloped. Jack admitted, “It’s a little embarrassing to admit, but we didn’t really have any systems when we first opened. Once we saw the issues this was causing, it took us a good two years to really build out company-wide systems. Many trainers are passionate and want to create change, but many don’t have experience in business management and marketing, which can be a big issue. 

The Ego Obstacle: The confidence that makes someone an effective trainer can become a liability when it prevents them from admitting gaps in their knowledge. We both agreed that confidence is key to starting a business, but ego can be the silent killer. 

Mission Misalignment: Many enter the industry because they love fitness, not to help others experience it. Jack pointed out a crucial difference between them and their differentiators. Being passionate about yoga is one thing, but being passionate about spreading yoga and making it accessible to others is key to building a long-term successful business. 

Actionable Steps for Successful Ownership

Despite the challenges, Jack firmly believes coaches can become phenomenal business owners by taking deliberate steps to prepare for and navigate business ownership:

1. Embrace Education Early

Jack’s biggest regret? Not using the pre-opening period more effectively. “I had about nine months from deciding to open the gym to actually opening… looking back, I wasted that time. I should have been building out proper systems for the business.”

Action Items:

• Take business classes through local colleges or online platforms
• Read books on gym management and entrepreneurship
• Follow business-focused podcasts. Jack credits podcasts with transforming his business mindset and is now the host of Fitness Business Asia Podcast. 
• Join fitness business networking groups or masterminds and go to in-person events

2. Develop Your “Why” Beyond Personal Passion

Successful gym owners need a mission that can withstand the inevitable changes in business ownership. 

Action Items:

• Define your business’s core purpose beyond your personal fitness interests
• Identify the specific population you want to serve and why
• Create a mission statement that focuses on client outcomes, not your personal passion
• Test your “why” by asking if it would sustain you through 12 months of business difficulties

3. Build Systems Before You Need Them

Systems create scalability and prevent the business from depending entirely on the owner.

Action Items:

• Document sales processes and practice frequently, including role plays
• Create clear marketing plans with monthly activities and goals
• Develop operations manuals for all business functions
• Establish financial tracking systems and key performance indicators

4. Consider Strategic Partnerships 

Jack partnered with Matt Lavender to create The Fit Guide, combining his fitness expertise with Matt’s hospitality business proficiency. Their skills and knowledge complemented one another, proving a powerful partnership.

Action Items: 

• Honestly assess your strengths and weaknesses as a business owner
• Identify what skills your business needs that you lack
• Consider partnerships with individuals whose strengths are your weaknesses

5. Commit to Lifelong Learning

Jack’s turning point came when he realized he needed to commit to lifelong learning as a business owner. Industry changes, the world around us changes, and there are always advancements in technology and business practices to keep up with.

Action Items: 

• Attend industry conferences focused on business, not just fitness techniques
• Subscribe to business publications outside of the industry 
• Join mastermind groups with other business owners
• Schedule personal development days to work on business skills 
• Set annual goals for business skill acquisition

Final Thoughts

The fitness industry presents unique challenges for business owners and remarkable opportunities for those who approach ownership strategically. The most successful fitness business owners combine a passion for fitness with business skills that allow for growth and success. 

For the fitness professional considering business ownership, the question is whether you’re willing to become as dedicated to mastering your business as you were to mastering fitness. As Jack’s experience shows, embracing the business and fitness aspects of ownership can be the difference between running a successful business and failing at something you love.

About Elisa Edelstein

Elisa is a curious and versatile writer, carving her niche in the health and wellness industry since 2015. Her lens is rooted in real world experience as a personal trainer and competitive bodybuilder and extended out of the gym and on to the page as a writer where she is able to combine her passions for empowering others, promoting wellness, and the power of the written word.