Profitable specialty fitness franchise with experienced team
The Exercise Coach franchise for sale in Plymouth, MA
List Price: $190,000 USD
Key Facts
Annual Gross Revenue
$245,000 USD
Cash Flow (SDE)
$50,000 – $100,000
Seasonal Business
No
Value of Inventory
Less than $25,000
Value of Assets
$50,000 – $100,000
Year Established
2022
Business Operates From
A retail location
Location Is
Leased
Approx. Monthly Rent
$2,500
Total Employees
Less than 10
+3 MonthsTransition
Support
SomewhatPrice/Terms
Flexibility
SomeSeller financing Available
Part-timeOwner
Involvement
About this Business
An established, technology-enhanced personal training studio in Southeastern Massachusetts, serving busy professionals and retirees with proprietary Exerbotics equipment and effective 20-minute, twice-weekly workouts. With 90+ active clients and average client retention above 95% over the last 2.5 years, the studio has built a standout reputation — a 5.0 Google rating, 5.0 Listen360 rating, and a 98 Net Promoter Score — backed by a long-tenured team, with the manager and one coach each having 4+ years of continuous service. That kind of staff continuity is rare in the fitness industry and has been a real driver of client retention and trust. Franchisor support includes marketing, operations guidance, and exclusive access to the proprietary Exerbotics technology platform.
Ideal for a part-time owner who’s passionate about improving people’s lives and ready to expand the business into new areas of growth.
Growth opportunities
1) Expand community outreach & partner engagement: The current owner has built a small number of strong, deep referral relationships, with real opportunity for an incoming owner to broaden that network — reaching more local health and wellness professionals, businesses, and community organizations to expand the referral pipeline. 2) Increase marketing investment: Recent growth has relied primarily on organic referrals and walk-in traffic, leaving meaningful opportunity for an incoming owner to invest in digital marketing for lead generation and further growth of the client pipeline. 3) Implement franchisor-driven expansion: The franchisor is piloting new service lines, including balance and stretch programs, giving an incoming owner the opportunity to grow revenue alongside the brand's evolving offerings.
Owner's Day-to-Day Involvement
Owner is involved on average 20 hours/week, split between ~15 hours coaching clients — maintaining a hands-on pulse on the business and strong client relationships — and 5 hours on business administration, including payroll. Financial and performance metrics are reviewed jointly with the studio manager. Coaching hours are not a requirement of the role, and can be reduced or eliminated by an incoming owner depending on staffing plan.
Franchise Accolades & Awards
The Exercise Coach is the #1 largest personal training brand in the world, marking its 25th year in business in 2026. The brand was recently recognized as the #8 fitness franchise in Entrepreneur Magazine's Franchise 500 and has earned a franchisee satisfaction award from the Franchise Business Review. It has been featured on national media including CBS, NBC, FOX, and HLN, and operates over 200 locations nationwide.
Additional Info
At $190,000, this studio is priced $70K below the minimum estimated cost of opening a new Exercise Coach location, per the franchisor's 2025 FDD ($260K–$390K). A buyer steps into an established studio with a proven track record, an operating business generating revenue from day one, rather than the year+ ramp-up a new location requires to build its client base from scratch. Seller financing and extended transition support are available to help ensure a smooth handoff to new owner.
Asset Description
Exerbotics equipment: Leg Press, Chest Press/Row, Overhead Press/Pulldown, Abs/Back Extension Other machines: TRUE Fitness Fuse XL Abductor/Adductor, TuffStuff Multi-Functional Trainer, Sci-Fit P2 Bike, CAROL Bike, and Surge 360 Machine Also included: office and studio technology (computers, phone system, tablets, TV, audio system, AED), furniture, decor and signage.
Inventory Description
Nutritional products, nutrition playbooks, and client membership/milestone gifts (hats, bags), along with office supplies, printed marketing materials, and cleaning and janitorial supplies.
Reason for Selling
Upcoming relocation out of state
Why I Love My Franchise
Amazing clients and wonderful team! Many of our clients, and most of the team have been with us since the first few months, approaching 5 years now. It's hugely motivating to see their progress and their commitment to staying healthy and strong.
About The Exercise Coach
The Exercise Coach is a boutique fitness franchise built around technology-driven strength training for the 45-and-older market. Founded in 2000 by Brian and Gerianne Cygan and franchising since 2011, the brand delivers two 20-minute, one-on-one sessions per week led by Certified Exercise Coaches rather than the crowded, high-intensity format of conventional gyms.
Each studio runs on Exerbotics, proprietary AI-assisted resistance equipment that personalises and tracks every workout, giving the brand an exclusive technology platform and protected territories. Studios are small and lean: typically around 1,000 square feet in Class A or B office, retail or medical space, staffed by three to five mostly part-time employees. The model suits both single-unit owner-operators and multi-unit developers.
The network has grown to more than 200 US studios plus locations in Japan and over 400 territories awarded, positioning it as the largest personal training chain in the United States. Its focus on an older, underserved demographic and a recurring membership base sets it apart from volume-led group fitness concepts.
Franchisee Support
Incoming owners complete the proprietary Exercise Coach certification, which combines online learning with 55 to 77 hours of classroom and hands-on instruction at corporate headquarters; no prior fitness experience is required. Ongoing support includes a dedicated business coach, KPI-driven business reviews, an industry-leading CRM for real-time studio management, corporate-led digital and print lead generation, and franchisee peer groups plus a manager mentor program. Resale buyers should confirm what transfer training and CRM and Exerbotics system access the franchisor provides to incoming owners and existing staff.
Brand Accolades & Awards
The Exercise Coach has ranked repeatedly on Entrepreneur's Franchise 500 (across 2014–2016 and 2021–2023, including #137 in 2023) and continues to appear in recent editions. The brand is recognised as the largest personal training chain in the United States, has been named the #1 fastest-growing personal training franchise in America, and ranks among the top fitness franchises in North America. For resale buyers, brand-level recognition should be weighed alongside the specific studio's local reviews, membership loyalty and community reputation.
Industry / Market
The US health and fitness club industry generates well over $30 billion in annual revenue, yet adults aged 50 and older remain underserved by conventional, high-intensity gyms. This demographic is among the fastest-growing in the country and controls a disproportionate share of discretionary spending; by 2030 roughly one in five Americans will be 65 or older. Demand for low-impact, time-efficient strength training tied to healthy aging continues to rise, and the membership model gives resale buyers useful visibility into recurring revenue.
Ideal Owner
The Exercise Coach suits relationship-driven operators who enjoy coaching, community building and motivating clients, particularly within the 45-plus demographic. No fitness or exercise-science background is required; the brand prioritises leadership, strong interpersonal skills, a genuine interest in health, and the discipline to follow proven systems. Single-unit owners are often hands-on in the studio alongside their team, while multi-unit developers take a more executive role managing staff, marketing and growth. A consultative, service-oriented sales approach helps convert and retain members.