Getting more exercise is a classic New Year’s resolution, and nearly 96 million Americans made it a goal in 2025. This translates into demand for new fitness products and services, creating opportunities for entrepreneurs to turn their passion for health into profit.

Better yet, you’re not just limited to working in a gym or studio these days—fitness professionals and enthusiasts are branching out into creative business ventures. From launching your own sports gear line to hosting virtual fitness challenges, here are 10 profitable fitness business ideas that might be right for you.

10 fitness business ideas

1. Manufacture sports or fitness equipment
2. Build an apparel brand
3. Bundle fitness products and fitness services
4. Offer online workout plans and fitness programs
5. Host outdoor group fitness classes
6. Lead guided hikes
7. Organize running clubs
8. Launch in-person or virtual fitness challenges
9. Develop VR workouts
10. Design gamified training apps

The fitness products market is growing, and there’s room for new players. Product-based fitness businesses—whether athletic wear or compact equipment—have real potential: the global sports apparel market alone is projected to grow from $220 billion in 2025 to more than $298 billion by 2032.

Service-based fitness businesses like online coaching, personal training, and wellness experiences usually require less start-up capital. The low costs are because you’re mainly investing your time and know-how to reach worldwide audiences or tight-knit local communities.

From dumbbells that fit into small spaces to coaching clients across time zones, here are some fitness business ideas worth considering.

1. Manufacture sports or fitness equipment

Designing and selling your own fitness equipment could mean anything from a new type of workout accessory to gear for a specific sport. Roc Pilon, the founder of Gymreapers, turned his own knee pain from powerlifting into a multimillion-dollar business opportunity when he couldn’t find affordable, quality knee sleeves.

“I was competing, and my knees were killing me. I had extreme patella pain, and I was always looking for the best knee sleeve,” he says on an episode of the Shopify Masters podcast. “I had gone through just about everything in the market. Nothing stood out to me in terms of brand, and they were all very expensive, too.”

Gymreapers went on to build a loyal following by producing high-quality weightlifting belts, sleeves, and other strength training accessories for serious lifters.

To follow Roc’s lead, identify a problem or unmet need in the market and develop a solution. Maybe people want more portable home gym equipment, or a piece of sports gear could be lighter, safer, or more affordable.

You will need to prototype your product—possibly using a local manufacturer or 3D printing for early versions—and test it with real users for feedback. Once refined, you can start with small-scale production. You can launch by selling direct-to-consumer (DTC) via an online store and use social media platforms for marketing. As your brand gains traction, pursue partnerships with fitness businesses and fitness clubs.

2. Build an apparel brand

Active consumers are always looking for clothing that is more comfortable, high-performance, or stylish for workouts. Your business fitness ideas could be as simple as better-fitting gym leggings, culturally inspired sportswear, or apparel targeting a specific sport or demographic.

Jill Deering, co-founder of running apparel brand rabbit, says the inspiration for starting her business sprang from personal need.

“I had a kind of light bulb go off in my head one day, “ she told Shopify. “I said, you know what? I’ve been going to all these races and wearing gear that doesn’t really fit and doesn’t feel good, and we could do it better.”

Other brands have similar back stories. Eastside Golf blends streetwear style with golf attire to attract younger, diverse participants to a traditionally stuffy sport. Likewise, Ireland-based Gym+Coffee built an eight-figure athleisure business by making workout clothes that double as casual wear, and fostering a strong community around the brand.

Identify what sets your apparel apart in a crowded market—whether that’s workout wear with better pockets, inclusive sizing, or sustainable fabrics. Each of these brands started with a clear focus. They show the right combination of unique features and community building can lead to rapid growth, often starting with just a Shopify store and social media presence.

3. Bundle fitness products and fitness services

Some of the most successful fitness businesses combine both a product and a service. This hybrid model can generate multiple revenue streams and keep customers engaged. One example is Bandit Running: it’s a running apparel brand that also offers coaching services and marathon training programs (The Program) to its community.

Think about how you could bundle something similar in your niche. Maybe you develop a new type of fitness equipment (like a resistance band system, a portable gym kit, or a recovery tool) and also offer a subscription to workout routines that use the equipment.

If you have a line of apparel, you could launch a members-only club where buyers get monthly workout challenges or live classes while wearing your gear. The advantage is twofold: you earn revenue from fitness equipment sales and a recurring income stream from the service. Customers also get more value, leading to increased brand loyalty.

4. Offer online workout plans and fitness programs

If you’re a certified trainer or have expertise in a particular style of exercise, an online personal training business is a flexible way to reach clients anywhere. Online workout plans can take many forms:

• Live one-on-one coaching via video call

• Subscription-based fitness apps

• Custom PDF workout guides

• Prerecorded video course bundles

The appeal for customers is convenience and often a lower cost than in-person training. Meanwhile, you can train many more people than you could in a physical gym.

To start, decide on your format. If you enjoy personal interaction, you could do virtual personal training using live video to coach clients. If you prefer passive income, create structured multi-week fitness programs with videos, written plans, and progressions clients can purchase and follow. Also consider adding value with elements like nutrition tips or access to a private community (e.g., a Facebook group where your clients can share progress). Just be sure to regularly offer new cycles and workout routines to keep clients engaged.

5. Host outdoor group fitness classes

In 2024, outdoor recreational participation reached an all-time high of 181.1 million people—representing 59% of Americans aged six and older. If you’re a personal trainer, you can organize outdoor fitness classes, take advantage of public spaces like beaches, parks, or community fields.

Business-wise, outdoor classes have low overhead (no fitness studio rent) and can attract large groups, increasing your earning potential. You have a lot of options for the type of class. Bootcamp-style workouts are popular for physical fitness—think circuit training or cardio drills in a park. Niche offerings work too, like stroller fitness classes for parents, or senior-friendly outdoor exercise meetups.

First, check local regulations: some parks require permits for fitness classes or have limits on group size. Next, gather some basic equipment—many bootcamps use minimal gear (cones, resistance bands, maybe some mats or dumbbells). You can charge by the class, sell multi-class packages, or monthly passes for a discount to encourage repeat attendees. Because it’s outdoors and informal, some trainers simply have people pay via mobile apps or a point-of-sale (POS) system on the spot.

6. Lead guided hikes

Adventure tourism is growing—the global adventure tourism market was $406 billion in 2024 and is projected to keep growing. If you love hiking and know all the best local trails, you can turn your passion into a business by leading guided hikes. You can cater your hikes to tourists looking for outdoor experiences or locals who want to explore new areas.

To launch a guided hiking venture, you should be very familiar with trails of varying difficulty in your region. Research any permit or license requirements; some parks require guide permits for commercial tours. Also, get certified in wilderness first aid or basic lifesaving skills such as CPR (clients will feel safer knowing their guide can handle emergencies).

Next, define your specialty or theme for hikes. You might offer gentle nature walks for families, challenging summit hikes for adventurers, or photography hikes where you take people to vistas during sunrise or sunset. Marketing guided hikes can start on Airbnb Experiences and TripAdvisor, where visitors look for activities.

7. Organize running clubs

Data from the fitness tracking company Strava shows the number of running clubs jumped 58% in 2024. There were 18% more group runs with 10 or more people recorded on the app. A well-run club can attract everyone from beginners looking for a couch-to-5K program to experienced marathoners seeking training partners.

Keep in mind that many clubs are free or nonprofit to attract participants, covering expenses via donations or sponsors. But there’s nothing wrong with monetizing if you’re providing coaching, organization, and motivation. Simply be transparent about fees and reinvest in the club’s quality.

You can charge membership dues that include perks like coached group runs, training plans, and club t-shirts. Some clubs partner with local brands (like running shoe stores or nutrition shops) for sponsorship to offset costs or provide discount benefits to members. Organizing periodic events, such as charity races or fun runs, can also bring in funds and raise the club’s profile. To expand your club, focus on cultivating a welcoming atmosphere and consistent schedule—people will stick around if the club helps them improve and have fun. 

8. Launch in-person or virtual fitness challenges

Fitness challenges are short-term programs encouraging participants to hit ambitious goals, like 30-day weight loss challenges, step-count competitions, or collective 75 Hard or 75 Soft challenges. As a business, you can design and host these challenges for a fee, either directly to consumers or by working with companies as part of their corporate wellness programs.

To launch a fitness challenge, outline a challenge theme and establish rules. It could be an online challenge open to anyone (using social media and fitness apps for progress monitoring and tracking). Alternatively, you could team up with area gyms or boutique fitness studios to run in-person group challenges. Successful challenges usually have quantifiable goals (like “attend 15 workout classes this month” or “walk 10,000 steps every day for four weeks”) and offer motivation via progress tracking, community support, and rewards or prizes. You can charge a registration fee and provide participants with benefits like a kickoff seminar, weekly tips, and a t-shirt upon completion.

9. Develop VR workouts

Virtual reality (VR) is merging with wellness, and early entrepreneurs in this area can find a foothold before it goes fully mainstream. The technology is becoming more affordable, with the VR fitness game market estimated to reach $16.2 billion by 2030. VR workouts place users in mountainside landscapes for a hike, or turn boxing practice into a video game-like challenge.

If you have skills in game development, create VR games or fitness apps—for example, a dance exercise game or a virtual personal trainer program. Keep in mind that content is king: successful VR fitness products like Supernatural and Beat Saber keep users interested and returning to the experience with great music, visuals, and gameplay. Alternatively, a non-coder could start a VR fitness arcade or studio where customers pay to use VR workout equipment (like VR boxing or immersive spin classes). Consider practicalities like ensuring there’s space for members to move safely and cleaning VR headsets and other equipment between uses.

10. Design gamified training apps

Gamified training means incorporating game-like elements into fitness programs to make exercise more enjoyable and entertaining. This could involve point scoring, leaderboards, level-ups, badges, or challenges that turn workouts into a game-like experience. Integrating gaming aspects into health and exercise is a growing part of the health and fitness industry. The health care gamification market (which includes fitness apps) is forecast to grow from about $4.6 billion in 2022 to nearly $16 billion by 2030.

For example, develop an app where users complete daily workout quests and get rewards, or a group challenge system for gyms to keep members competing in a friendly way. Even personal trainers can apply gamification by using progress charts and mini-rewards to encourage clients.

To stand out, identify a target audience (maybe teens, who might enjoy video game-style fitness, or seniors, who could use gentle gamification for rehab exercises) and tailor the game mechanics to their preferences. If done right, gamified training not only helps people achieve their goals but also makes the fitness journey enjoyable, ensuring customers keep coming back for more.