Business Overview


Improve the conditioning and overall well-being of your clients with Jazzercise, a franchised cardio and strength exercise program highlighting dance as a workout.

Who is this business right for?

You should be passionate about physical fitness and have the charisma, enthusiasm, and leadership qualities necessary to build a following. As a certified Jazzercise associate instructor or franchise owner/instructor you’ll recruit new members, lead classes, and grow your part- or full-time business. That means you need to be equal parts coach, teacher, fitness guru and entrepreneur.

What happens during a typical day at a Jazzercise Studio?

Your business falls into two main group of activities: finding members and conducting classes. Other less regular responsibilities might include exploring new locations and negotiating rent deals with landlords.

Jazzercise offers an extensive variety of class options, including Strike, Core, Fusion, Flip Fusion and many others. This means that you and your associate instructions (if any) will be conducting a lot of classes.

What is the target market?

Jazzercise is seen as being primarily for females, and that’s likely to be your target audience. However, there is some male participation as well. With the diverse types of classes available, it’s possible to offer something for everyone regardless of physical conditioning and skill level.

How does a Jazzercise Studio make money?

You’ll charge a participation fee that can be on an annual, monthly, or per-visit basis. Each franchise sets up its own fee schedule, so make sure you know what the competition charges in your area and what your clients will be willing to pay.

What is the growth potential for a Jazzercise Studio?

There’s plenty of competition for those who want an instructor-led workout. Consider: yoga, Pilates, CrossFit, boot camps, and so many others. Jazzercise is considered a classic regimen, having been around and accepted since the late 1960s. This is both good and bad in that, while it has significant brand recognition it’s hardly a trendy workout in a category that welcomes the latest thing. However, those who embrace Jazzercise maintain their memberships for an average of seven years, which is a lifetime for the fitness/workout category. Here’s the viewpoint of an avid participant.

Getting Started


What are some skills and experiences that will help you build a successful Jazzercise Studio?

Your main challenge and opportunity will be in building a community. Get your clients to attend regularly and to invite their friends. You’ll do this by exhibiting your training expertise, by keeping the classes both fun and effective and by encouraging greater participation and that enthusiastic clients recommend Jazzercise to their friends. Stay passionate about Jazzercise and your enthusiasm will be contagious.

What are the costs involved in opening a Jazzercise Studio?

Jazzercise is only available as a business through franchising. The organization offers two routes to business operation. One is as an associate instructor for a cost of about $3,000. To fully go into business for yourself, and operate your own Jazzercise center, you must become a franchise owner/instructor. This will cost you between $9,000 and about $38,000, plus 20 percent of your business’s gross revenue.

The franchise fee covers such necessities as general liability insurance, your sound system and music royalty fees and equipment, as well as such variable costs as facility rental and marketing and promotional charges. Here’s the organization’s breakdown of franchising costs.

While you have no cost control over some of these variable costs, such as the franchise fee, you can shop carefully to find a facility. For instance, you might find affordable space at a school, church or community center that will welcome your rent business.

What are the steps to start a Jazzercise Studio?

Once you're ready to start your Jazzercise Studio, follow these steps to ensure that your business is legally compliant and avoid wasting time and money as your business grows:

  1. Plan your business. A clear plan is essential for success as an entrepreneur. A few important topics to consider are your initial costs, your target market, and how long it will take you to break even.
  2. Form a legal entity. Establishing a legal business entity prevents you from being personally liable if your Jazzercise Studio is sued.
  3. Register for taxes. You will need to register for a variety of state and federal taxes before you can open for business.
  4. Open a business bank account. A dedicated checking account for your Jazzercise Studio keeps your finances organized and makes your business appear more professional to your customers.
  5. Set up business accounting. Recording your various expenses and sources of income is critical to understanding the financial performance of your business. Keeping accurate and detailed accounts also greatly simplifies your annual tax filing.
  6. Obtain necessary permits and licenses. Failure to acquire necessary permits and licenses can result in hefty fines, or even cause your business to be shut down.
  7. Get business insurance. Insurance is highly recommended for all business owners. If you hire employees, workers compensation insurance may be a legal requirement in your state.
  8. Define your brand. Your brand is what your company stands for, as well as how your business is perceived by the public. A strong brand will help your business stand out from competitors.
  9. Establish a web presence. A business website allows customers to learn more about your company and the products or services you offer. You can also use social media to attract new clients or customers.

Select your state below for an in-depth guide on completing each of these steps in your home state.

Where can I find a business mentor?

One of the greatest resources an entrepreneur can have is quality mentorship. As you start planning your business, connect with a free business resource near you to get the help you need.

Having a support network in place to turn to during tough times is a major factor of success for new business owners.

Recommended: Fizzle.co offers video courses and a supportive online community of like-minded entrepreneurs. Try one month membership for for free.

What are some insider tips for jump starting a Jazzercise Studio?

Each of your classes are different and can appeal to a different target audience. For instance, Flip Fusion is best for for muscle work and intense cardio, while Strike emphasizes kickboxing moves and Express delivers a quick, intense workout. What that means is that you have multiple products for sale. Not only is this a full menu for prospective new clients but it also gives you a way to extend offerings to enthusiastic regulars. Be sure to promote all available classes. This will increase your customer demographics by appealing to young and serious fitness fans as well as to those who might be older and farther removed from the exercise habit.

Growing Your Business


How to promote & market a Jazzercise Studio

Always keep your target audience or audiences in mind. If they’re young, consider promoting your business on university campuses or coffee houses. Mothers with young children might find your notices on school bulletin boards or church bulletins. Have a strong social media presence and hang out online where your likely clients meet up.The Jazzercise organization also offers tips and support for the promotion of your franchise.

Recommended: Get started with local advertising for your business with a $300 credit from Yelp.

How to keep customers coming back

Makes sure your clients are attending the class that’s right for them. If they seem to be struggling in one class, can you recommend something more basic as a starting point? For instance, a Lite class might be more appropriate than the more grueling Core class for some.

Once they’re on board, give each and every participant the individual attention they need. Your goal is to keep satisfaction levels high and clients returning several times a week. If they do, they’ll eventually bring friends and recommend your class to others. You can help in this regard by offering fee discounts for referrals, or by simply asking class participants to spread the word and build the community. Free introductory classes can also motivate the curious.

How and when to build a team

With the wide variety of classes you’ll be offering, you might eventually need additional help. When you do, first ask the most accomplished and enthusiastic participants in your classes if they’d care to take the next step. Remember, anyone who teaches a Jazzercise class must first become certified as associate instructors, so it does involve a financial commitment on their part. However, you can also hire help in other areas, including sales and backroom support, so you can devote more time to your core task of instructing and keeping student morale high.

Legal Considerations


State & Local Business Licensing Requirements

Certain state permits and licenses may be needed to operate a Jazzercise business, if you’re opening your own studio. Learn more about licensing requirements in your state by visiting SBA’s reference to state licenses and permits.

Most businesses are required to collect sales tax on the goods or services they provide. To learn more about how sales tax will affect your business, check out our informative guide, Sales Tax for Small Businesses.

For information about local licenses and permits:

Certificate of Occupancy

Businesses operating out of a physical location typically require a Certificate of Occupancy (CO).  A CO confirms that all building codes, zoning laws and government regulations have been met.

  • If you plan to lease a location:
    • It is generally the landlord’s responsibility to obtain a CO.
    • Before leasing, confirm that your landlord has or can obtain a valid CO that is applicable to a Jazzercise business.
    • After a major renovation, a new CO often needs to be issued. If your place of business will be renovated before opening, it is recommended to include language in your lease agreement stating that lease payments will not commence until a valid CO is issued.
  • If you plan to purchase or build a location:
    • You will be responsible for obtaining a valid CO from a local government authority.
    • Review all building codes and zoning requirements for your business’ location to ensure your Jazzercise business will be in compliance and able to obtain a CO.

Liability Waivers

To avoid liability and potential lawsuits, Jazzercise businesses should have their clients sign waivers.

An example of an appropriate waiver can be found here.

Reduce Personal Liability

Structuring your business as a limited liability company (LLC) ensures your personal assets are protected in the event your business is sued.

What is an LLC?

Form an LLC in 5 easy steps

Earning Potential


How much can you charge customers?

Since franchises can set their own fees, it can vary considerably. Also, as in many other fields, participants can save on a per-class basis by paying an annual or monthly fee. Therefore, per-class rates can vary wildly from as little as $2.00 to $14.00 or more. See the comments at the bottom of this web page for more information on typical fees.

What are the ongoing expenses for a Jazzercise Studio?

Your largest fixed cost is likely to be your rent. That’s why it’s important to run as many revenue-generating classes per month as possible. Also, your franchise fee will escalate accordingly as your business and revenues grow.

How much profit can a Jazzercise Studio make?

Your marketing, pricing, and participation will determine your level of profitability. Keep in mind that the rather high 20 percent franchise fee will constrain your profits, but your other operational costs should stay rather low.

How can you make your business more profitable?

Depending on your type of location, consider also offering an after-workout health bar with smoothies, coffee, tea or other nutritious drinks. You might also sell t-shirts, caps and other apparel or merchandise related to your business.

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