An evaluation of the potential for setting up a freelance personal training business in Weymouth and Portland.

Abstract

This Enterprise Project has been completed as part of the researchers BA (Hons) Degree in Leisure and Sports Management. The aim of the study was to determine the feasibility of setting up a freelance personal training business in the Weymouth and Portland area. The project objectives involved carrying out a relevant literature research into related topics, devising and implementing a market research study in order to determine the feasibility of the proposed business, and then utilising all information obtained to construct a clear and concise business plan. This also involved identifying required financial resources and then constructing financial forecasts for the first three years of operation. Following this, the researcher was able to evaluate the business planning process and analyse the results, before making recommendations for further action. Primary and secondary research was carried out using both desk and field research. Primary data into potential clients was collected through 200 questionnaires sent out across 2 quota samples of respondents. Results determined that 13 respondents would pay £25 or more per hour for the proposed service. Valuable primary information on the industry was conducted through electronic interviews with 2 potential direct competitors within the personal training industry. Further competitor analysis was conducted through desk research, and following a SWOT analysis of Fit4life, the researcher was able to rank his proposed business against direct and indirect competitors for year 1 and 3. It was concluded that at the end of year 3, Fit4life should have achieved market dominance within the area. The researcher concluded that it is highly feasible for him to establish Fit4life within Weymouth and Portland, and with the right implementation, Fit4life will achieve its vision of becoming the number 1 provider of personal training and nutritional advice in Dorset.