How to do a SWOT analysis for a gym

gym image by Mat Hayward from

To write a SWOT analysis of a gym, it is important to understand that a SWOT analysis assesses and evaluates the strengths, weaknesses, opportunities and threats the gym faces. By undertaking this analysis, gym management will learn the potential benefits and potential downfalls of its own organisation and operations.

Once completed, a SWOT analysis can be used to implement improvements and make organizational and operational changes.

List the internal strengths (S) of the gym, such as the areas where it currently excels at and potentially has a competitive advantage over its competitors. For example, some gyms may list strengths such as an experienced and well-trained staff, well-maintained equipment, flexible operating hours, short waiting times, additional complementary services (i.e., steam rooms, trainers, in-house juice bar, etc.), low overhead and a large client base.

Document the weaknesses (W) the gym currently possesses. When writing the weaknesses, look inward and identify where the organisation is currently falling short in providing services and meeting employees' and customers' demands. For example, some gyms would list weaknesses such as high staff turnover, high customer dissatisfaction, an inconvenient location, poor brand image or high health care costs.

Document the opportunities (O) a gym faces. Look outward at the external business environment the gym is currently in and identify opportunities for growth or expansion. For example, some gyms may include opportunities such as a growing economy, an increasingly health-conscious population, new exercise trends (i.e., yoga, Pilates, etc.), new government health care regulations or a decrease in the number of competitors.

List the threats (T) a gym faces from its external surroundings. Identify those threats that may harm the growth of the organisation or hinder even the status quo. For example, some gyms may list threats such as a dwindling local population, an equipment shortage, too many local competitors or a poor economy.

Place the SWOT information in a two-by-two chart. Within the chart, the strengths should occupy the top left box, the weaknesses should occupy the top right box, the opportunities should occupy the bottom left box and threats should occupy the bottom right box.