Circuit Fitness Importing LLC is a start up business. The company has been formed to become the exclusive importer of the Wega Corporation’s innovative Esercitazione Diritta (Exercise Standing) fitness equipment. Circuit Fitness Importing is poised to receive the exclusive license to sell this patented equipment, already very popular in Europe, in the U.S.A.

Market

American fitness, which is a subset of the sports goods industry, has sales of $5.8 million. The last 10 years has seen significant spikes in membership and usage of this equipment. Americans are becoming more aware of the negative effects that poor eating habits and insufficient exercise can have on their lives. Thus, the popularity of fitness is rising. Circuit Fitness Importing has identified three customer segments that are particularly attractive:

• Distributors- 60% of sales of equipment are made through this distribution layer. These sales are mostly to independent gyms.
• Health Clubs- Another large customer segment with $565 million in sales is expected for Year 1.
• Vertical Markets – These facilities are not in the fitness industry and have more than 30,000 facilities.

The Product

Esercitazione Diritta, Wega Corporation’s flagship fitness equipment is a patented technology applicable to strength fitness equipment. All other strength fitness equipment manufacturers have users placed in a seated position when performing the exercises. Esercitazione Diritta, instead, has the user stand. This is advantageous for several reasons. This strengthens the lower body muscles, which hold the body upright. It also helps to strengthen the central motor skills that are required to maintain an upright position in relation to the weight lifting offsetting forces. Circuit Fitness Importing offers a competitive edge by using Esercitazione Diritta, a protected patented technology. Esercitazione Diritta’s design is on casters, which allow the units to be moved easily.

Management

Max Peruggio is the leader of Circuit Fitness Importing. Max has many achievements that will give him the ability to implement this well-researched business plan.

• Project manager for projects that exceed $100 million.
• A successful sales manager who has increased the sales of a design business by 10 times in just two years.
• Fluent in Italian and English.
• Italian goods successfully imported into the U.S.A.

Circuit Fitness Importing has the unique combination of high quality products, a license for import the patented technology and a highly skilled sales and project manger. This will enable them to quickly gain market share. The revenue for years two, three and four are expected to reach $1.0million and $1.2million, respectively. The net profit for these years will be 6.0% to 6.98%.

1.1 Mission

Circuit Fitness Importing’s mission is to offer the finest, most innovative fitness equipment to the U.S.A. market. Circuit Fitness Importing will ensure all of their customer’s expectations are exceeded. By only offering the highest quality product with premium support, Circuit Fitness Importing will become the premier fitness equipment importer.

1.2 Keys for Success

• Customers will be more satisfied with the most innovative and best-selling product.
• Build strong relationships and anticipate distributors’ needs.
• To ensure profitability, you must have strict financial controls.

1.3 Objectives

• To become the only U.S. Importer of the revolutionary new Esercitazione Diritta workout system.
• To achieve revenue of $1,000,000 in two years.
• You will achieve profitability in the first year.