How to Start a Jazzercise Studio

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

Learn how to start your own Jazzercise Studio and whether it is the right fit for you.

Ready to form your LLC? Check out the Top LLC Formation Services.

Start a Jazzercise Studio by following these 10 steps:

  1. Plan your Jazzercise Studio
  2. Form your Jazzercise Studio into a Legal Entity
  3. Register your Jazzercise Studio for Taxes
  4. Open a Business Bank Account & Credit Card
  5. Set up Accounting for your Jazzercise Studio
  6. Get the Necessary Permits & Licenses for your Jazzercise Studio
  7. Get Jazzercise Studio Insurance
  8. Define your Jazzercise Studio Brand
  9. Create your Jazzercise Studio Website
  10. Set up your Business Phone System

We have put together this simple guide to starting your Jazzercise Studio. These steps will ensure that your new business is well planned out, registered properly and legally compliant.

Exploring your options? Check out other small business ideas.

STEP 1: Plan your business

A clear plan is essential for success as an entrepreneur. It will help you map out the specifics of your business and discover some unknowns. A few important topics to consider are:

Luckily we have done a lot of this research for you.

What will you name your business?

Choosing the right name is important and challenging. If you don’t already have a name in mind, visit our How to Name a Business guide or get help brainstorming a name with our Jazzercise Studio Name Generator

If you operate a sole proprietorship, you might want to operate under a business name other than your own name. Visit our DBA guide to learn more.

When registering a business name, we recommend researching your business name by checking:

  • Your state's business records
  • Federal and state trademark records
  • Social media platforms
  • Web domain availability.

It's very important to secure your domain name before someone else does.

Want some help naming your Jazzercise Studio?

Business Name Generator

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 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.

Who 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.

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.

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.

Want a more guided approach? Access TRUiC's free Small Business Startup Guide - a step-by-step course for turning your business idea into reality. Get started today!

STEP 2: Form a legal entity

The most common business structure types are the sole proprietorship, partnership, limited liability company (LLC), and corporation.

Establishing a legal business entity such as an LLC or corporation protects you from being held personally liable if your Jazzercise Studio is sued.

Form Your LLC

Read our Guide to Form Your Own LLC

Have a Professional Service Form your LLC for You

Two such reliable services:

You can form an LLC yourself and pay only the minimal state LLC costs or hire one of the Best LLC Services for a small, additional fee.

Recommended: You will need to elect a registered agent for your LLC. LLC formation packages usually include a free year of registered agent services. You can choose to hire a registered agent or act as your own.

STEP 3: Register for taxes

You will need to register for a variety of state and federal taxes before you can open for business.

In order to register for taxes you will need to apply for an EIN. It's really easy and free!

You can acquire your EIN through the IRS website. If you would like to learn more about EINs, read our article, What is an EIN?

There are specific state taxes that might apply to your business. Learn more about state sales tax and franchise taxes in our state sales tax guides.

STEP 4: Open a business bank account & credit card

Using dedicated business banking and credit accounts is essential for personal asset protection.

When your personal and business accounts are mixed, your personal assets (your home, car, and other valuables) are at risk in the event your business is sued. In business law, this is referred to as piercing your corporate veil.

Open a business bank account

Besides being a requirement when applying for business loans, opening a business bank account:

  • Separates your personal assets from your company's assets, which is necessary for personal asset protection.
  • Makes accounting and tax filing easier.

Recommended: Read our Best Banks for Small Business review to find the best national bank or credit union.

Get a business credit card

Getting a business credit card helps you:

  • Separate personal and business expenses by putting your business' expenses all in one place.
  • Build your company's credit history, which can be useful to raise money later on.

Recommended: Apply for an easy approval business credit card from BILL and build your business credit quickly.

STEP 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.

Make LLC accounting easy with our LLC Expenses Cheat Sheet.

STEP 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.

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, read our article, Sales Tax for Small Businesses.

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.

STEP 7: Get business insurance

Just as with licenses and permits, your business needs insurance in order to operate safely and lawfully. Business Insurance protects your company’s financial wellbeing in the event of a covered loss.

There are several types of insurance policies created for different types of businesses with different risks. If you’re unsure of the types of risks that your business may face, begin with General Liability Insurance. This is the most common coverage that small businesses need, so it’s a great place to start for your business.

Another notable insurance policy that many businesses need is Workers’ Compensation Insurance. If your business will have employees, it’s a good chance that your state will require you to carry Workers' Compensation Coverage.

FInd out what types of insurance your Jazzercise Studio needs and how much it will cost you by reading our guide Business Insurance for Jazzercise Studio.

STEP 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.

If you aren't feeling confident about designing your small business logo, then check out our Design Guides for Beginners, we'll give you helpful tips and advice for creating the best unique logo for your business.

Recommended: Get a logo using Truic's free logo Generator no email or sign up required, or use a Premium Logo Maker.

If you already have a logo, you can also add it to a QR code with our Free QR Code Generator. Choose from 13 QR code types to create a code for your business cards and publications, or to help spread awareness for your new website.

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.

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.

STEP 9: Create your business website

After defining your brand and creating your logo the next step is to create a website for your business.

While creating a website is an essential step, some may fear that it’s out of their reach because they don’t have any website-building experience. While this may have been a reasonable fear back in 2015, web technology has seen huge advancements in the past few years that makes the lives of small business owners much simpler.

Here are the main reasons why you shouldn’t delay building your website:

  • All legitimate businesses have websites - full stop. The size or industry of your business does not matter when it comes to getting your business online.
  • Social media accounts like Facebook pages or LinkedIn business profiles are not a replacement for a business website that you own.
  • Website builder tools like the GoDaddy Website Builder have made creating a basic website extremely simple. You don’t need to hire a web developer or designer to create a website that you can be proud of.

Recommended: Get started today using our recommended website builder or check out our review of the Best Website Builders.

Other popular website builders are: WordPress, WIX, Weebly, Squarespace, and Shopify.

STEP 10: Set up your business phone system

Getting a phone set up for your business is one of the best ways to help keep your personal life and business life separate and private. That’s not the only benefit; it also helps you make your business more automated, gives your business legitimacy, and makes it easier for potential customers to find and contact you.

There are many services available to entrepreneurs who want to set up a business phone system. We’ve reviewed the top companies and rated them based on price, features, and ease of use. Check out our review of the Best Business Phone Systems 2023 to find the best phone service for your small business.

Recommended Business Phone Service: is our top choice for small business phone numbers because of all the features it offers for small businesses and it's fair pricing.

TRUiC's Startup Podcast

Welcome to the Startup Savant podcast, where we interview real startup founders at every stage of the entrepreneurial journey, from launch to scale.

Is this Business Right For You?

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.

Want to know if you are cut out to be an entrepreneur?

Take our Entrepreneurship Quiz to find out!

Entrepreneurship Quiz

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 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 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.

TRUiC's YouTube Channel

For fun informative videos about starting a business visit the TRUiC YouTube Channel or subscribe to view later.

Take the Next Step

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.

Learn from other business owners

Want to learn more about starting a business from entrepreneurs themselves? Visit Startup Savant’s startup founder series to gain entrepreneurial insights, lessons, and advice from founders themselves.

Resources to Help Women in Business

There are many resources out there specifically for women entrepreneurs. We’ve gathered necessary and useful information to help you succeed both professionally and personally:

  • Funding
  • Events
  • Guides
  • Support

If you’re a woman looking for some guidance in entrepreneurship, check out this great new series Women in Business created by the women of our partner Startup Savant.

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.

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.

Have a Question? Leave a Comment!