Four checklist items to significantly increase your chance of success

Based on my experience opening successful small fitness centres in rural towns:

  1. There shouldn't be a big-box gym within a 20-minute one-way drive.

  2. There should be parking for at least six cars directly in front of your space.

  3. You need at least 1200 square feet with at least 9 ft ceilings, not including the bathroom and utility room.

  4. If the Canadian town does not have a liquor/beer store, a high school, and a funeral home, it's probably too small!

Just my experience. I own two and have helped several small rural gyms be successful. And I've failed too.

The Blueprint for Small Town Gym Success: 4 Non-Negotiable Checklist Items

Opening a gym in a small or rural town can be incredibly rewarding, but it comes with a unique set of challenges and opportunities. Based on my journey—which includes two successful centers and, yes, a few failures—I've distilled the process down to four non-negotiable checklist items. Get these right, and you significantly increase your chance of long-term success.-----

1. The 20-Minute Big-Box Buffer

The Rule: There shouldn't be a big-box gym within a 20-minute one-way drive.

This isn't about avoiding competition; it's about defining your market. Small towns thrive on local loyalty and convenience. If your potential members have easy access to a massive, low-cost chain, the battle is uphill. Your best bet is to serve a geographic area that a large corporate gym simply cannot reach efficiently. You're not just opening a gym; you're becoming the only viable fitness option in your community's immediate orbit.

2. Parking is Your Front Door

The Rule: You need parking for at least six cars directly in front of your space.

In a small town, people drive. Full stop. They won't walk a block in a blizzard or navigate a maze to get to you. Your member's experience starts the moment they arrive. Easy, visible, and abundant parking is crucial. Six spots is the absolute minimum to handle peak times like a morning class or the post-work rush. If they have to search for a spot, they're already having a bad day, and that frustration will be associated with your business.

3. Space and Headroom Matter

The Rule: You need at least 1,200 square feet with at least 9 ft ceilings, not including the bathroom and utility room.

Resist the urge to cram your dream into a tiny space. 1,200 sq ft provides the functional space for a mix of cardio, weight machines, and a small functional area without feeling crowded. The 9-foot ceiling is vital for aesthetics, air circulation, and—critically—for allowing members to do exercises like overhead presses or box jumps without feeling constricted. This minimum space shows respect for your member's comfort and training needs.

4. The Trifecta of Town Viability

The Rule: If the Canadian town does not have a liquor/beer store, a high school, and a funeral home, it’s probably too small!

This is my unconventional measure for a town's underlying economic and social gravity. These three institutions signal a certain critical mass of population, permanence, and local business activity:

If you are missing any of these anchors, the population base might be too transient or simply too small to sustain a gym membership model.-----This is what I've learned through trial and error. Small-town success is less about fancy equipment and more about solid due diligence and fitting perfectly into the community you aim to serve. Now go crush it!

Want more information on how to get a gym going in a small town?

Check out this article.