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Best Fitness Franchise Opportunities

The 7 Best Fitness Franchise Opportunities: A Comprehensive Guide

The fitness industry has experienced significant growth in recent years, with more and more people prioritizing their health and wellness. This trend has created a lucrative market for fitness franchises, offering entrepreneurs the opportunity to capitalize on the growing demand for fitness services. In this comprehensive guide, we will explore the top 10 fitness franchise opportunities available in the market, providing valuable insights into each franchise’s unique features, benefits, and growth potential. Whether you are a fitness enthusiast looking to turn your passion into a profitable business or an entrepreneur seeking a promising investment opportunity, this guide will equip you with the knowledge and information needed to make an informed decision.

Introduction to the Lucrative World of Fitness Franchises

lucrative world of fitness franchises

The fitness industry is a multi-billion-dollar market that continues to expand rapidly. According to the International Health, Racquet & Sportsclub Association (IHRSA), the global fitness industry generated $94 billion in revenue in 2019, with an estimated 183 million members worldwide. This growth can be attributed to various factors, including increased awareness about the importance of physical fitness, rising health consciousness, and the desire for a healthier lifestyle.

Fitness franchises have emerged as a popular business model within the industry, offering entrepreneurs the opportunity to tap into this growing market. By investing in a fitness franchise, individuals can leverage an established brand, proven business model, and ongoing support from the franchisor. This reduces the risks associated with starting a business from scratch and increases the chances of success.

Understanding the Benefits of Investing in a Fitness Franchise

Benefits of Investing in a Fitness Franchise

Investing in a fitness franchise offers numerous benefits that make it an attractive option for entrepreneurs. Here are some key advantages:

  1. Established Brand: Fitness franchises often have a well-known and trusted brand name, which can help attract customers and build credibility in the market.
  2. Proven Business Model: Franchises have already developed a successful business model, eliminating the need for entrepreneurs to start from scratch. This includes standardized operating procedures, marketing strategies, and training programs.
  3. Ongoing Support: Franchisors provide continuous support to franchisees, including training, marketing assistance, and operational guidance. This support can be invaluable, especially for individuals with limited business experience.
  4. Economies of Scale: Fitness franchises benefit from economies of scale, allowing them to negotiate better deals with suppliers, access bulk purchasing discounts, and reduce operating costs.
  5. Marketing and Advertising: Franchisors often have established marketing and advertising campaigns in place, which can help drive customer traffic to franchise locations. This can save franchisees time and money on marketing efforts.
  6. Network and Community: Joining a fitness franchise provides access to a network of fellow franchisees who can offer support, advice, and collaboration opportunities. This sense of community can be invaluable, especially for first-time business owners.

Factors to Consider Before Choosing a Fitness Franchise

Before diving into the world of fitness franchises, it is essential to consider several factors to ensure you make the right investment decision. Here are some key factors to consider:

  1. Personal Interest and Passion: Choose a fitness franchise that aligns with your personal interests and passions. This will not only make the business more enjoyable but also increase your motivation and dedication to its success.
  2. Market Demand: Research the local market to determine the demand for fitness services in your area. Look for gaps in the market or underserved niches that present opportunities for growth.
  3. Financial Considerations: Evaluate your financial resources and determine how much you are willing to invest in a fitness franchise. Consider the initial franchise fee, ongoing royalty fees, and other associated costs, such as equipment, real estate, and marketing.
  4. Franchise Reputation: Investigate the reputation of the franchise you are considering. Look for reviews, testimonials, and success stories from current and former franchisees. This will give you insights into the franchise’s support, profitability, and overall satisfaction.
  5. Training and Support: Assess the level of training and support provided by the franchisor. Look for comprehensive training programs, ongoing support, and access to resources that will help you succeed in your franchise business.
  6. Growth Potential: Consider the growth potential of the franchise. Look for franchises that have a proven track record of success and a clear plan for expansion. This will ensure that you are investing in a franchise with long-term viability.

The Top 10 Fitness Franchise Opportunities in the Market

Now that we have discussed the benefits of investing in a fitness franchise and the factors to consider before making a decision, let’s explore the top 10 fitness franchise opportunities available in the market. These franchises have been selected based on their brand reputation, growth potential, and overall success in the industry.

1. Anytime Fitness: A Global Fitness Franchise Powerhouse

Anytime Fitness is a global fitness franchise that has established itself as a leader in the industry. With over 4,500 locations in more than 30 countries, Anytime Fitness offers entrepreneurs a proven business model and a strong support system.

Key Features and Benefits of Anytime Fitness Franchise

  1. 24/7 Access: Anytime Fitness is known for its convenient operating hours, allowing members to work out at any time that suits their schedule. This flexibility attracts a wide range of customers, including shift workers and busy professionals.
  2. Low Overhead Costs: Anytime Fitness franchises have relatively low overhead costs compared to traditional gyms. This is due to their smaller footprint and automated systems, which reduce the need for extensive staffing.
  3. Strong Support System: Anytime Fitness provides comprehensive training and ongoing support to franchisees. This includes assistance with site selection, lease negotiation, marketing, and operational guidance.
  4. Global Brand Recognition: Anytime Fitness has built a strong brand presence worldwide, which can help attract customers and build credibility in the market. This global recognition can be particularly beneficial for franchisees looking to expand internationally.

2. Orangetheory Fitness: Revolutionizing High-Intensity Interval Training

Orangetheory Fitness is a rapidly growing fitness franchise that has revolutionized the concept of high-intensity interval training (HIIT). With its unique workout format and science-backed approach, Orangetheory Fitness has gained a loyal following and attracted investors worldwide.

Unique Selling Points and Growth Potential of Orangetheory Fitness Franchise

  1. Science-Based Workouts: Orangetheory Fitness combines cardiovascular and strength training exercises in a high-intensity interval format. The workouts are designed to maximize calorie burn and improve overall fitness levels.
  2. Heart Rate Monitoring: Orangetheory Fitness uses heart rate monitors to track participants’ heart rates during workouts. This data is displayed on screens in the studio, allowing participants to monitor their effort levels and optimize their workouts.
  3. Strong Community: Orangetheory Fitness emphasizes the importance of community and support. Participants often form bonds with fellow members and motivate each other to achieve their fitness goals. This sense of community can be a powerful motivator for members and a key selling point for franchisees.
  4. Global Expansion: Orangetheory Fitness has experienced rapid growth since its inception in 2010. The franchise now has over 1,200 locations worldwide and continues to expand into new markets. This growth potential presents an exciting opportunity for entrepreneurs looking to invest in a dynamic and fast-growing franchise.

3. Planet Fitness: Making Fitness Accessible to All

Planet Fitness is a well-known fitness franchise that aims to make fitness accessible to all individuals, regardless of their fitness level or experience. With its affordable membership options and judgment-free environment, Planet Fitness has attracted a large and diverse customer base.

The Unique Business Model and Competitive Advantage of Planet Fitness Franchise

  1. Low-Cost Memberships: Planet Fitness offers affordable membership options, making fitness accessible to individuals who may not be able to afford higher-priced gyms. This pricing strategy has helped Planet Fitness attract a large customer base and differentiate itself from competitors.
  2. Judgment-Free Zone: Planet Fitness promotes a judgment-free environment, where individuals of all fitness levels can feel comfortable and accepted. This inclusive approach has resonated with many customers who may feel intimidated by traditional gyms.
  3. No Long-Term Contracts: Planet Fitness does not require members to sign long-term contracts, providing flexibility and convenience. This approach appeals to individuals who prefer a more casual and commitment-free fitness experience.
  4. National Advertising Campaigns: Planet Fitness invests heavily in national advertising campaigns, which helps drive brand awareness and attract new members to franchise locations. Franchisees benefit from this marketing support and can focus on local marketing efforts to complement the national campaigns.

4. Snap Fitness: A Flexible and Affordable Fitness Franchise

Snap Fitness is a global fitness franchise that offers a flexible and affordable fitness experience. With its 24/7 access, state-of-the-art equipment, and personalized training options, Snap Fitness has attracted a loyal customer base and franchisees worldwide.

The Snap Fitness Franchise Model and Its Success Factors

  1. 24/7 Access: Snap Fitness provides members with 24/7 access to their facilities, allowing individuals to work out at any time that suits their schedule. This flexibility appeals to busy professionals, shift workers, and individuals with varying fitness routines.
  2. State-of-the-Art Equipment: Snap Fitness franchises are equipped with state-of-the-art fitness equipment, ensuring that members have access to the latest fitness technology. This commitment to quality attracts fitness enthusiasts who value a premium workout experience.
  3. Personalized Training Options: Snap Fitness offers personalized training options, including one-on-one personal training sessions and small group training classes. This allows members to receive individualized attention and guidance from qualified trainers.
  4. Low Overhead Costs: Snap Fitness franchises have relatively low overhead costs compared to traditional gyms. This is due to their smaller footprint and automated systems, which reduce the need for extensive staffing.

5. Pure Barre: Tapping into the Booming Barre Fitness Trend

Pure Barre is a fitness franchise that taps into the booming barre fitness trend. With its unique blend of ballet-inspired exercises, strength training, and stretching, Pure Barre has gained popularity among individuals looking for a low-impact yet effective workout.

The Pure Barre Franchise Opportunity and Its Target Market

  1. Unique Workout Format: Pure Barre offers a unique workout format that combines elements of ballet, Pilates, and yoga. The exercises are designed to target specific muscle groups, improve flexibility, and enhance overall body strength.
  2. Low-Impact and Accessible: Pure Barre workouts are low-impact, making them accessible to individuals of all fitness levels and ages. This inclusivity has helped Pure Barre attract a wide demographic, including those who may be recovering from injuries or seeking a gentler fitness regimen.
  3. Strong Brand Identity: Pure Barre has established a strong brand identity centered around empowerment and community. This resonates particularly well with its predominantly female customer base, who value both the physical and emotional benefits of their workout environment.
  4. Extensive Training for Instructors: Pure Barre places a significant emphasis on the quality and training of its instructors. Franchisees receive extensive training to ensure that they deliver the Pure Barre experience consistently, maintaining high standards across all locations.

6. Jazzercise: Blending Dance and Exercise

Jazzercise combines dance, strength, and resistance training with popular music to create a fun and effective workout. This franchise has stood the test of time by continuously evolving with fitness trends.

Key Features of the Jazzercise Franchise

  1. Variety of Classes: Jazzercise offers a wide range of classes that appeal to different age groups and fitness levels, from high-intensity dance cardio to low-impact strength training.
  2. Longstanding Brand: Having been established for over 50 years, Jazzercise has a long history and loyal customer base, contributing to its enduring appeal.
  3. Comprehensive Support System: Franchisees benefit from a well-established support system that includes training, marketing, and operational guidance.
  4. Flexible Business Models: Jazzercise provides various business models, allowing franchisees to operate in fitness studios, community centers, or even as mobile units.

7. CrossFit: Community-Driven Functional Fitness

CrossFit is renowned for its high-intensity functional movements and a strong community of dedicated followers. It offers a unique approach to fitness that emphasizes overall health and performance.

Strengths of the CrossFit Franchise

  1. Community Focus: CrossFit gyms, or ‘boxes’, are known for their strong sense of community, which helps retain members and foster a supportive environment.
  2. Scalable Workouts: Workouts can be scaled to suit the fitness levels of different individuals, making it accessible to a broader audience.
  3. Brand Loyalty: CrossFit enjoys high brand loyalty and recognition, with a global network of passionate members and trainers.
  4. Diverse Revenue Streams: CrossFit gyms often offer additional services such as nutritional counseling, workshops, and specialized classes, providing multiple revenue streams for franchisees.

Frequently Asked Questions

Q.1: What are the initial costs involved in opening a fitness franchise?

Answer: The initial costs can vary significantly between franchises, typically ranging from $20,000 to $500,000. These costs may include the franchise fee, equipment, leasehold improvements, and operational expenses. It’s essential to review the Franchise Disclosure Document (FDD) provided by the franchisor for detailed information on all initial and ongoing costs.

Q.2: How profitable is a fitness franchise?

Answer: Profitability can vary widely based on factors such as location, brand recognition, market demand, and operational efficiency. Most successful fitness franchises report a return on investment within 2 to 4 years. Prospective franchisees should conduct thorough market research and consult with existing franchisees to better understand potential earnings.

Q.3: Can I own a fitness franchise even if I don’t have a background in fitness?

Answer: Yes, many fitness franchise owners come from various backgrounds. While a passion for fitness can be beneficial, it is not strictly necessary. Franchisors typically provide comprehensive training and support to ensure that franchisees are well-equipped to manage their businesses effectively.

Q.4: How long does it take to open a fitness franchise after signing the franchise agreement?

Answer: The timeline can range from a few months to over a year, depending on factors such as lease negotiations, renovations, equipment setup, and staff training. Franchisors will provide a timeline and assist with the setup process to expedite the opening.

Q.5: Are there exclusive territories for fitness franchises?

Answer: Most fitness franchises offer protected territories, which means you won’t have direct competition from the same brand within a certain area. This territory is usually defined in the franchise agreement. It’s important to understand the specifics of territorial rights before committing to a franchise.

Q.6: How do I choose the right location for my fitness franchise?

Answer: Location is crucial for the success of any fitness center. Ideal locations are easily accessible, visible, and in high-traffic areas that match the target demographic. Franchisors often assist with site selection, providing data and insights on potential locations.


Investing in a fitness franchise offers a promising opportunity to enter the booming health and wellness industry. By choosing a franchise that aligns with your personal interests, understanding the local market demand, and evaluating the level of support and training provided by the franchisor, you can establish a successful business. Whether you’re drawn to traditional gym franchises, specialized studios, or innovative fitness concepts, the right franchise can provide you with the tools and community to thrive in this dynamic field.

Right Business Structure for Fitness Business

How to Choose the Right Business Structure for Fitness Business

When starting a fitness business, one of the most crucial decisions you will make is choosing the right business structure. The structure you select will have a significant impact on your business’s growth and success. It determines how your business is legally organized, how it is taxed, and the level of personal liability you may face. In this article, we will explore the different business structures for fitness businesses, factors to consider when making your decision, and provide industry statistics to highlight the importance of a solid business structure.

The significance of selecting the appropriate business structure

Choosing the right business structure is essential for several reasons. Firstly, it determines the legal and financial responsibilities you will have as a business owner. Different structures offer varying levels of personal liability protection, which can safeguard your personal assets in the event of a lawsuit or debt. Secondly, the structure you choose affects how your business is taxed. Some structures offer tax advantages, while others may result in higher tax obligations. Lastly, the structure you select can impact your ability to secure financing and attract investors. Lenders and investors often have preferences for certain business structures, and choosing the right one can increase your chances of obtaining funding.

How it impacts your fitness business’s growth and success

The business structure you choose can significantly impact the growth and success of your fitness business. For example, a sole proprietorship may be suitable for a small fitness studio with a single owner, but it may limit your ability to expand and take on partners. On the other hand, a corporation or limited liability company (LLC) offers more flexibility and scalability, allowing for growth and the addition of shareholders or members. Additionally, the structure you choose can affect your business’s reputation and credibility. Certain structures, such as corporations, may be perceived as more professional and trustworthy by clients and potential partners.

Exploring Different Business Structures for Fitness Businesses

Entrepreneurs are constantly seeking innovative business structures to stand out, cater to diverse clientele, and adapt to changing market trends. From traditional gym models to niche fitness studios and virtual platforms, let’s explore various business structures that are reshaping the fitness landscape and empowering entrepreneurs to thrive in the competitive market.

1. Sole proprietorship

Sole proprietorship

A sole proprietorship is the simplest form of business structure, where an individual owns and operates the business on their own. There is no legal distinction between the owner and the business entity. Sole proprietorships are well-suited for independent fitness professionals, such as personal trainers or freelance instructors, looking to start small-scale operations with minimal regulatory requirements.


Easy and inexpensive to establish, requiring minimal paperwork and formalities. Complete control and decision-making authority rest with the owner. Simplified tax reporting, as business income and expenses are reported on the owner’s personal tax return.


Unlimited personal liability, meaning the owner is personally responsible for all business debts and obligations. Limited ability to raise capital or attract investors due to the sole proprietorship’s inherent structure.

2. Partnership


A partnership involves two or more individuals who share ownership, management responsibilities, and profits/losses of the business. Partnerships can be either general partnerships (where all partners share equally in liabilities and decision-making) or limited partnerships (where there are both general and limited partners).

Partnerships can be suitable for fitness businesses with multiple owners or collaborators, such as co-owned fitness studios or wellness centers, allowing partners to pool resources and share responsibilities.


Shared responsibility and resources among partners, allowing for complementary skills and expertise. Flexibility in decision-making and management structure, depending on the partnership agreement. Potential tax benefits, as profits are taxed at the individual partner level.


Joint and several liability, meaning each partner is personally liable for the actions and debts of the partnership, including those incurred by other partners. Disputes and conflicts may arise between partners over decision-making, profit sharing, and business direction.

3. Limited Liability Company (LLC)

Limited Liability Company

An LLC is a hybrid business structure that combines the flexibility of a partnership with the limited liability protection of a corporation. Owners, known as members, enjoy limited personal liability for the debts and obligations of the business.

LLCs are well-suited for fitness businesses seeking liability protection for owners while maintaining flexibility in management and taxation, such as boutique fitness studios or wellness retreats.


Limited liability protection shields members’ personal assets from business liabilities. Flexible management structure and tax treatment, with options to be taxed as a disregarded entity, partnership, or corporation. Simplified administrative requirements compared to corporations.


Depending on the state, LLCs may have higher initial setup and ongoing maintenance costs than sole proprietorships or partnerships. Limited ability to issue stock or attract venture capital investors compared to corporations.

4. Corporation


A corporation is a separate legal entity owned by shareholders, with distinct rights and liabilities independent of its owners. Corporations can be structured as either C corporations or S corporations, each with its own tax implications and requirements.

Corporations are suitable for larger fitness businesses with growth ambitions, franchised gym chains, or publicly traded fitness companies seeking access to capital markets and investor funding.


Limited liability protection shields shareholders’ personal assets from corporate debts and liabilities. Ability to raise capital through the sale of stock and attract investors. Potential tax advantages, such as deducting employee benefits and expenses.


Formalities and regulatory requirements, including filing articles of incorporation, holding regular meetings, and complying with state corporate laws. Double taxation may occur at both the corporate level (profits) and individual level (dividends).

Factors to Consider When Choosing a Business Structure for Your Fitness Business

Whether you’re launching a personal training studio, yoga retreat center, or boutique fitness brand, one of the most critical decisions you’ll make is choosing the right business structure. This choice will not only shape your company’s legal and financial framework but also impact your liability, taxation, and ability to grow. Here are some essential factors to consider when selecting a business structure for your fitness venture:

1. Liability protection: Evaluating the level of personal liability you are comfortable with

Personal liability protection is a crucial factor to consider when choosing a business structure for your fitness business. If you are comfortable with assuming unlimited personal liability, a sole proprietorship or partnership may be suitable. However, if you want to protect your personal assets, an LLC or corporation may be a better choice.

2. Tax implications: Understanding the tax advantages and disadvantages of each structure

The tax implications of each business structure should also be carefully considered. Sole proprietorships and partnerships are pass-through entities, meaning that profits and losses are reported on the owner’s personal tax return. LLCs and corporations have more flexibility in terms of tax planning and may offer certain tax advantages, such as the ability to deduct business expenses.

3. Flexibility and scalability: Assessing the potential for growth and expansion

Consider the long-term goals of your fitness business and its potential for growth and expansion. Sole proprietorships and partnerships may be suitable for small, owner-operated fitness businesses. However, if you plan to expand, take on partners, or attract investors, an LLC or corporation may provide more flexibility and scalability.

4. Ownership and control: Determining the level of control you desire over your fitness business

Consider how much control you want to maintain over your fitness business. Sole proprietorships and partnerships offer complete control but may limit your ability to make decisions collectively. LLCs and corporations allow for shared ownership and decision-making, which can be beneficial if you plan to involve partners or shareholders.

Comparing Business Structures: A Comprehensive Analysis

To make an informed decision, it is essential to compare the different business structures side by side. Here is a comprehensive analysis of sole proprietorship, partnership, LLC, and corporation:

1. Sole proprietorship

  • Simple and low-cost formation
  • No personal liability protection
  • Limited ability to raise capital and expand

2. Partnership

  • Shared decision-making and resources
  • Unlimited personal liability for each partner
  • Potential conflicts and disagreements between partners

3. Limited Liability Company (LLC)

  • Personal liability protection
  • Tax advantages and flexibility
  • More paperwork and higher formation costs

4. Corporation

  • Highest level of personal liability protection
  • Ability to attract investors through stock issuance
  • More complex structure, legal requirements, and higher costs

Examining the legal requirements, paperwork, and costs associated with each structure is also crucial. Sole proprietorships and partnerships have minimal legal requirements and low formation costs. LLCs and corporations require more paperwork, such as articles of organization or incorporation, and may involve higher formation costs.

Analyzing the impact on personal assets, taxation, and decision-making authority is another important aspect to consider. Sole proprietorships and partnerships expose personal assets to liability, while LLCs and corporations offer personal liability protection. Taxation varies depending on the structure, with sole proprietorships and partnerships being pass-through entities, and LLCs and corporations having more flexibility in tax planning. Decision-making authority is determined by the structure, with sole proprietors having complete control, partnerships sharing decision-making, and LLCs and corporations allowing for shared ownership and decision-making.

Step-by-Step Guide: Choosing the Right Business Structure for Your Fitness Business

Starting a fitness business is an exciting venture, but one of the first crucial decisions you’ll face is choosing the right business structure. From sole proprietorships to partnerships and corporations, each structure comes with its own set of advantages and considerations. In this step-by-step guide, we’ll walk you through the process of selecting the optimal business structure for your fitness enterprise.

  1. Assess your fitness business’s unique needs and goals: Consider the size of your business, your growth plans, and the level of personal liability protection you desire.
  2. Consult with legal and financial professionals for expert advice: Seek guidance from professionals specializing in business structures for fitness businesses. They can provide valuable insights and help you understand the legal and financial implications of each structure.
  3. Weigh the pros and cons of each business structure based on your evaluation: Consider the advantages, disadvantages, and considerations for each structure, such as personal liability protection, taxation, flexibility, and scalability.
  4. Make an informed decision and take the necessary legal steps to establish your chosen structure: Once you have evaluated the options and considered professional advice, make a decision based on what aligns best with your fitness business’s needs and goals. Consult with an attorney or business formation service to ensure the proper legal steps are taken to establish your chosen structure.

Frequently Asked Questions

Q.1: What are the key differences between a sole proprietorship and an LLC for a fitness business?

The key differences between a sole proprietorship and an LLC for a fitness business lie in personal liability protection and taxation. A sole proprietorship offers no personal liability protection, meaning that the owner’s personal assets are at risk. On the other hand, an LLC provides personal liability protection, safeguarding personal assets from business liabilities. In terms of taxation, a sole proprietorship is a pass-through entity, with profits and losses reported on the owner’s personal tax return. An LLC offers more flexibility in tax planning, allowing for the possibility of electing corporate taxation.

Q.2: Can I convert my existing fitness business structure to a different one later on?

Yes, it is possible to convert your existing fitness business structure to a different one later on. However, the process and requirements for conversion vary depending on the structure and jurisdiction. It is advisable to consult with legal and financial professionals to ensure a smooth transition and to understand the legal and tax implications of the conversion.

Q.3: How does the choice of business structure affect my ability to secure financing for my fitness business?

The choice of business structure can significantly impact your ability to secure financing for your fitness business. Lenders and investors often have preferences for certain structures, as they offer varying levels of personal liability protection and potential for growth. For example, corporations and LLCs may be more attractive to lenders and investors due to their personal liability protection and ability to issue stock or membership interests. It is important to consider the financing options available for each structure and choose the one that aligns with your business’s financing needs.

Q.4: What are the tax advantages of incorporating my fitness business?

Incorporating your fitness business can offer several tax advantages. For example, corporations are subject to corporate tax rates, which may be lower than individual tax rates. Additionally, corporations can deduct certain business expenses, such as employee salaries and benefits, reducing their taxable income. However, it is important to consult with a tax professional to understand the specific tax advantages and requirements associated with incorporating your fitness business.


Choosing the right business structure is a critical decision that can significantly impact the growth and success of your fitness business. It determines your legal and financial responsibilities, tax obligations, and level of personal liability protection. By understanding the significance of selecting the appropriate structure, exploring the different options available, and considering factors such as liability protection, tax implications, flexibility, and scalability, you can make an informed decision that aligns with your fitness business’s unique needs and goals.

Industry statistics highlight the importance of a solid business structure, with fitness businesses structured as corporations and LLCs having higher survival rates and greater access to financing. Case studies and interviews with successful fitness entrepreneurs provide real-life examples of how different structures can impact growth and success. By carefully considering your fitness business’s unique needs, consulting with professionals, and learning from the experiences of others, you can make the right choice for your fitness business’s future.