JUST | Application Preview
JUST is applying for government grants to enhance its fitness facility, seeking funds for interior upgrades like mirrors in studios, cleaning costs, and design improvements. The proposal includes the installation of drinking fountains and professional equipment for virtual fitness classes, along with provisions for payroll, rent, marketing, unexpected expenses, and utilities.
The business plan outlines growth strategies through social media marketing and branding. JUST aims to introduce a cafe and co-working space, and expand the fitness studio into a full free-weight gym. This expansion will allow for a new membership option, enhancing the overall value. The existing class offerings will diversify from cardio and strength to include indoor cycling and weighted classes, necessitating additional space in their current lease.
The funding request is supported by the owner’s 11 years of industry experience, including a role at Life Time Fitness Corporate as a format creator. The owner has established connections with local leaders and a strong fitness community presence in Minneapolis and St. Paul.
In terms of competition, the application identifies ALTR Fitness, Life Time Fitness, and Alchemy as nearby competitors. However, JUST’s approach to safety, including body-weight classes for the initial months, rigorous sanitation protocols, and enforced social distancing, provides a competitive edge by prioritizing member safety in ways that competitors do not fully implement.
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General Information
Business Registration Number: 85-3207992
Location: Minneapolis, MN, United States
Length of Operation: 0 - The business is
Number of Employees:
Annual Gross Income:
Annual Gross Expense:
Open to Loans: NO
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Funding Usage
This funding will pay for enhancements to the interior of the space, including mirrors for the fitness studios, cleaning and operational costs, updated design elements, and the addition of two drinking fountains. I need video and sound equipment for the production of the virtual fitness classes. There will be design elements installed, such as interior LED lighting and indoor and outdoor signage. I also need a cushion for payroll (for the contracted employees), rent, business marketing, unexpected costs associated with the launch of the business, and utilities.
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Business Plan
I will grow the business by driving social media marketing and branding. I want to add a cafe and a co-working space. I also want to expand the fitness studio into a full free-weight gym. With the full gym, the business will charge members for a weight-room membership, adding to the value of the well-rounded business. I will evolve the existing class formats from cardio and strength, yoga, and dance to indoor cycle and more weighted classes. When this happens, I'll need to access more space within the building I am already leasing in. I have 11 years of experience in fitness. I recently left my career Life Time Fitness Corporate to start this business. I was a format creator at Life Time and I understand how to create successful fitness classes and formats. I have a large following of fitness people in the Minneapolis and St. Paul area. I have close friendships and ties to local Minnesota leaders who I am partnering with on projects like social media, marketing and branding, driving word of mouth, and more. I am also a former news reporter. I have a specialty in communication in-person and online.
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Self Identified Competition
ALTR Fitness, Life Time Fitness, Alchemy. These businesses are all located in the area of my business in downtown Minneapolis. The classes offered will be body-weight only for at least the first three months. This is because of COVID-19. The gym's rules will include no-touch, mask are required, and the spaces will be cleaned before during and after class. This gym will have 8 foot social distancing and a capacity of 30 people in one fitness studio. My competitors are not able to space people out this far and their COVID-19 safety practices are not followed in away that is truly safe for its members.
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Contact Applicant
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