text: need info for a fitnesscenter.  how many active members can i expect? i am working on a business plan for a co-ed fitness center in a small town (population about 5400).  i am curious how many active members i can expect to have in a town this size. thanks in advance for your help.  tjk take 10% of that number, divide it by your number of competitors and that should give you your worse estimate of what you can expect. of course if you have no competition, that number will be significantly higher.  no competition= 540 potential customers 5 competitors= 108 customers  now say these people exercise twice a week at say 3$ per day admission, you'd be looking at a daily income of :  3$ x 2times a week x 108 people= 648$ a week x4 weeks= 2592$ a month in gross income.  if you have the maximum 10% of the people, you can take this amount 2592 x 5= 12960$ a month  so your best case scenario would bring it 540 customers (10% of the population with no competition) that would spend 12960$ a month at your place only for working out. of course if you sell other products you can expand your profit margin  your worse case scenario would be 2% of the population with 5 competitors 108 people that would spend 2592$ a month.  i must point out that starting a gym is a very risky business and quite hard to succeed. 90% of new gyms dont make it through a year and go bankruptcity. i have seen tons of gyms go under, but i believe that if you truly have a good marketing plan and have agressive prices and publicity that you would prevail.  good luck