The concept of “remote” fitness and training is hardly new – in fact, long before the internet, the likes of Jane Fonda and Susan Powter were encouraging us to get fit at home, using their videotapes and CDs, and making millions in the process.
Nowadays, “virtually” anyone can set up an online training business, but what does it take to make it financially successful? The Westfair Business Journal spoke with Oak Park Fitness Trainer’s Tommaso Luca Sanna for some tips.
Tommaso, you seem to operate in both White Plains and Oak Park, Illinois. What’s the connection and how is your business structured across those locations?
I originally founded the business in Oak Park, Illinois, where I operated a physical studio from 2013 until May 2020. When the pandemic hit, I had to close the studio and pivot online, which became a major turning point.
I grew up in Westchester, and in 2022 I relocated back to New York to build the next phase of the business. Today, I’m headquartered in New York and operate as a solopreneur with a centralized brand. Rather than separate franchises, the business is structured to be lean, flexible, and scalable across both in-person and remote services.
Can you break down your primary revenue streams?
My revenue model is built around a hybrid structure. About 50% comes from one-on-one remote coaching with clients nationwide, which is the core of the business today.
Another 20% comes from in-home personal training, and 20% from corporate wellness. The remaining revenue is split between outdoor training (7%) and affiliate partnerships (3%).
It’s a diversified model, but centered around personalized coaching, which allows for both scalability and strong margins.
What does your cost structure look like on a monthly basis?
The business is intentionally lean. I don’t carry traditional studio rent, since I operate through mobile services, outdoor training, and remote coaching.
Most expenses are operational — software subscriptions, apps, insurance, marketing, phone, WiFi, and transportation. Without heavy fixed overhead, I’m able to maintain strong margins and reinvest into growth and client experience.
How do you approach pricing your services in a competitive market?
Pricing is based on value, personalization, and access rather than simply matching competitors. I position the business in the premium tier.
Remote coaching is designed to be scalable but still individualized, while in-home and corporate services are priced higher due to the level of customization and convenience. Most clients work within structured, ongoing coaching relationships rather than one-off sessions.
How do you acquire new clients? Which channels have proven most cost-effective?
Client acquisition has been primarily organic, with referrals being the most effective channel. Delivering strong results naturally drives word-of-mouth.
Social media supports visibility through testimonials, events, and storytelling, while networking has been key, especially for corporate opportunities. Moving forward, I’m expanding into more targeted strategies, particularly through LinkedIn and paid advertising as part of a strategic partnership.
Client retention is critical. What strategies do you use to maintain long-term clients?
Retention is built on communication, structure, and accessibility. I stay connected with clients daily through direct messaging and ongoing support.
Each client follows a structured program through an app with weekly assignments, and I provide consistent education through newsletters. There’s also a private community component that adds accountability and support.
Clients stay because they’re seeing results, feel supported, and have consistent access to guidance.
What differentiates your studio operationally from others in competitive markets?
The business is structured as a lifestyle company rather than a traditional training service. It’s diversified across multiple channels — remote coaching, in-home training, outdoor fitness, corporate wellness, and partnerships, including collaborations with organizations and platforms like Airbnb.
This model allows me to meet clients in different environments while reducing reliance on any one revenue stream. It’s designed to be more scalable and resilient than the typical session-based approach.
How do you staff your business?
I started as a “solopreneur” to build and refine the systems and client experience. Now I’m transitioning into a team-based model.
I currently have one part-time coach and plan to expand to 8–10 coaches. The focus is on building a cohesive team that delivers a consistent, high-quality experience. This shift increases capacity and allows the business to grow beyond just my personal availability.
Looking ahead, what are your growth priorities?
My focus is on scaling the business strategically — expanding the team, growing corporate wellness, and continuing to build out the digital platform.
I’m also working on a book centered on entrepreneurship in the fitness industry. It’s based on 25 years of experience building and scaling a personal training business, and it provides practical blueprints, strategies, and mindset shifts.
A key focus is financial discipline and best practices — lessons I had to learn the hard way — so others can build more sustainable and profitable businesses from the start.
