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Indoor Sports and Athletic Training Facility: Top-Tier Sports

Training, Inc.
Author: Paul Greenland
Editor: Donna Craft
Date: 2018
From: Business Plans Handbook(Vol. 42. )
Publisher: Gale, a Cengage Company
Document Type: Topic overview; Business plan
Length: 1,424 words

Top-Tier Sports Training helps young athletes maximize performance and prevent avoidable injuries.

"EXECUTIVE SUMMARY"
Located in Iron Ridge, Minnesota, within close proximity to five school districts, two private colleges, and Iron Ridge University, Top-
Tier Sports Training helps young athletes maximize performance and prevent avoidable injuries. The business offers athletic training
services for youth, adolescents, and young adults through a series of age-based general conditioning programs, as well as private
lessons geared specifically toward the sports of ice hockey and track and field. Top-Tier Sports Training is being established by
Certified Athletic Trainers Lewis Foster and Samantha Williams, in conjunction with the equity firm, Eustis Capital Partners.

"MARKET ANALYSIS"
Top-Tier Sports Training is located in Iron Ridge, Minnesota, within close proximity to five school districts, two private colleges, and
Iron Ridge University. The region is home to thousands of competitive youth and adolescent athletes, and hundreds of teams in a
variety of sports.

In partnership with the graduate business program at Iron Ridge University, the owners of Top-Tier Sports Training conducted an
analysis of the local market. Consisting of a survey distributed to area families, coaches, and athletic directors, the analysis sought to
identify specific sports training-related opportunities in the Iron Ridge market. The results of the analysis identified three challenges
that Top-Tier Sports Training will address, including:

1. A lack of general athletic training and conditioning programs for youth and adolescents (beyond instruction provided through
team sports participation).
2. Hockey practice facility demand that exceeds supply, due to limited availability of indoor natural ice.
3. The need for indoor track and field practice facilities during the cold winter months, when outdoor facilities are inaccessible
due to ice and snow.

"SERVICES"
Top-Tier Sports Training will offer athletic training services for youth, adolescents, and young adults. Services typically will be
provided in one of two formats, including:

General Conditioning Programs (12 weeks)

Super Start (ages 7-9): Focuses on developing strong athletic foundations needed to compete in a variety of sports, with an
emphasis on developing proper movement patterns, body mechanics, and coordination. $350
Rising Stars (ages 10-12): Builds upon and reinforces the principles established during the Super Start program, with an
emphasis on developing movement skills (e.g., jumping and landing, etc.), endurance, and physical strength. $350
Strong Foundations (Ages 13-17): While reinforcing the concepts and principles established in previous programs, this
program incorporates additional skills that pertain to specific sports, with an emphasis on developing a competitive edge
through superior endurance, speed, and strength. Individualized opportunities will be provided to athletes preparing to
compete at the collegiate level. $450
Private Lessons (Ages 7-21)

Hockey players and athletes participating in track and field will benefit from customized, goal-based strength and conditioning
programs. Lessons will include both individualized instruction and small group participation when appropriate. Programming is
intended to complement, and not interfere with, team-based instruction/conditioning. $550/12 weeks.

The owners anticipate that the Peak Performers program and private lessons will account for more than half of business volume
during the first year of operation:

"OPERATIONS"
Location

Top-Tier Sports Training is located at 48297 Eastern Pkwy. NW in Iron Ridge, Minnesota, within close proximity to five school
districts, two private colleges, and Iron Ridge University. The business occupies a 10,500-square-foot space that formerly was home
to a leading retail chain.

Facility Features

Top-Tier Sports Training’s facility includes:

1. Turf Space (2,000 square feet) for practicing jumps and throws.
2. Pole Vault Pit
3. Weight Training Area
4. Fitness/Cardio Area
5. Hockey/Skating Treadmill
6. Four-Lane Shooting Gallery (Synthetic Ice)
7. Locker Rooms
8. Speed Development & Conditioning Center (two three-lane straightaways, long enough to accommodate hurdle and sprint
workouts).
9. Waiting Area (Concessions & Free Wi-Fi)

"PERSONNEL"
Ownership

Top-Tier Sports Training is being established by Lewis Foster and Samantha Williams. Both certified athletic trainers, the owners are
passionate about teaching foundational athletic training and conditioning principles. The owners believe that this approach will enable
young athletes to make the most of their athletic careers, regardless of the sports in which they participate. Importantly, Foster and
Williams believe that proper training and conditioning are essential for avoiding preventable injuries and maximizing athletic
performance.

Foster, who holds a degree in health fitness and recreation from Minnesota State University, will serve as president of Top-Tier
Sports Training. A certified strength and conditioning specialist, he is a long-time hockey player who competed at the collegiate level
and has worked as a trainer with two National Hockey League teams.

Williams, who will serve as Top-Tier Sports Training’s vice president, graduated from the University of Central Oklahoma, where she
earned degrees in exercise physiology and kinesiology. A competitive runner, she has extensive experience working with indoor and
outdoor track teams at the collegiate level. Additionally, Williams holds an undergraduate business degree from Parker College and
has seven years of experience managing locations for a national fitness center franchise.

Staff

Foster and Williams will hire several staff members, as outlined in the following staffing plan for the business’ first three years of
operations. An additional athletic trainer will be hired during the first year, and eventually will function as a front-line supervisor when
the business adds personal trainers to the staff during years two and three.
Professional & Advisory Support

Top-Tier Sports Training has established a business banking account at Iron Ridge Community Bank, including a merchant account
for accepting credit card payments. Tax advisement is provided by Northern Frontiers Financial LLC.

"GROWTH STRATEGY"
Top-Tier Sports Training has established the following growth strategy for its first three years of operations:

Year One: Establish Top-Tier Sports Training in conjunction with Eustis Capital Partners. Focus on building awareness of the
business and the services it provides, among families, athletes, and sports teams in the local market. Generate a net profit of
$140,948 on gross revenue of $533,750.

Year Two: Continue to emphasize brand building activities. Recoup owners’ startup investments. Generate a net profit of $464,373
on gross revenues of $932,925.

Year Three: Evaluate opportunities to add additional training programs and services for other sports. Generate a net profit of
$552,847 on gross revenues of $1,099,350.

"MARKETING & SALES"

Top-Tier Sports Training will rely upon the following marketing tactics to build the business:

1. Branding. In partnership with a local graphic designer, the owners have developed an eye-catching logo and color scheme
for Top-Tier Sports Training.
2. Discount Pricing. The business will offer customers a twenty percent discount in exchange for committing to an annual
membership contract, as opposed to paying for lessons/training in twelve-week increments.
3. Sales Calls. To generate referrals, the owners have developed a detailed schedule of promotional calls (available upon
request), which they will make to coaches and athletic directors in the local market. Based on the success of this tactic, the
owners will consider the eventual employment of dedicated sales representatives.
4. Content Marketing. Top-Tier Sports Training’s owners will produce an e-mail newsletter and blog, which will allow them to
stay visible with families, athletes, coaches, and athletic directors in the local market.
5. Advertising & Sponsorships. The business will pursue sponsorship advertising opportunities with regional school districts
and sports teams. This may include advertisements in ice rinks, gymnasiums, and sports programs, as well as special event
sponsorships (e.g., banner advertising at tournaments and competitions).
6. Media Relations. Top-Tier Sports Training’s owners will position themselves as local expert sources for news stories
pertaining to athletic training and conditioning. Seasonal opportunities include the need for experts to conduct brief television
interviews about topics, such as training in hot or cold weather conditions, concussions, etc.
7. Web Site. Top-Tier Sports Training will develop a search-engine-friendly Web site that includes descriptions of its facility,
owners, staff, and classes, along with case studies from athletes who have benefited from the business’ programming.
8. Social Media. An active presence will be maintained on several social media channels, including Facebook, Twitter, and
YouTube.

"FINANCIAL ANALYSIS"
Startup Costs

Top-Tier Sports Training will require approximately $200,000 in capital to cover the following startup costs:

Projected Revenues & Expenses

In partnership with their accounting firm, the owners have prepared a complete set of pro forma financial statements, which are
available upon request. The following table provides an overview of expected revenue and expenses for the first three years of
operations:
Financing

The equity firm, Eustis Capital Partners, has agreed to provide $150,000 in startup capital for Top-Tier Sports Training in exchange
for a 35 percent ownership stake in the company. Eustis Capital, which has extensive experience investing in sports-related
businesses, such as health clubs and indoor sports centers, will provide valuable management and operations guidance. Lewis
Foster and Samantha Williams will contribute $70,000 and $50,000, respectively from personal savings and investments, jointly
controlling the remaining 65 percent. The business will begin operations with $270,000 in total funding.

Full Text: COPYRIGHT 2018 Gale, Cengage Learning

Source Citation (MLA 9th Edition)
Greenland, Paul. "Indoor Sports and Athletic Training Facility: Top-Tier Sports Training, Inc." Business Plans Handbook, edited by
Donna Craft, vol. 42, Gale, 2018. Gale Business: Entrepreneurship,
link.gale.com/apps/doc/QOWJKH493871472/SBRC?u=navyship&sid=bookmark-SBRC&xid=04ed824f. Accessed 8 Dec. 2021.
Gale Document Number: GALE|QOWJKH493871472