Build the skills needed to become a fitness business leader.


You are dedicated to helping other people reach their goals. Now it’s time to reach yours too. We are here to support your personal and professional development by combining industry thinking and academic expertise. We will share practical and theoretical insights, allowing you to gain the specialist knowledge and strategic skills required to create and manage your own sustainable fitness business.

Entry Requirements

Applicants will normally have a minimum of a 2:2 Honours degree in a related discipline, but consideration may be given to applicants with a 2:2 Honours degree in any subject, as long as they have completed relevant work experience or can demonstrate strong insight into the area of study.

Students whose first language is not English will be required to achieve IELTS 6 or above with no less than Band 6 in any area, or equivalent.

Course Content

There is nothing more rewarding than working in an industry you love. Sharing your passion and enthusiasm for fitness with others may come naturally, but that is just one essential part of creating a successful business in this increasingly competitive sector.

Health and wellbeing are set to become ever more important priorities in the lives of consumers for an increasingly health-conscious society. Aspirations to achieve fitness goals, eat well and play hard are at the forefront of many consumer choices. With the fitness business booming this course will help you share your motivation with us through a viable and dynamic business model.

In an increasingly competitive wellness industry, it can be hard to know where to begin. A sound foundation and knowledge of business is the key to creating a company that is both sustainable and successful.

You will develop an in-depth and critical understanding of the dimensions, processes, opportunities and challenges of fitness business creation, with particular reference to today’s digitally-focused, globally interlinked markets. You will explore best practice in areas such as new venture idea generation, legal establishment and protection, business funding and effective business planning.

You will learn collaboratively, joining a dynamic group of programme participants, tutors and industry experts. You will develop your understanding of the key skills, processes and practices of fitness business creation. Solutions to real problems are suggested, discussed and analysed within the learning community with the support of tutors and fellow learners.

Course Structure

The passion you have for the fitness industry will be channelled through a series of academic disciplines and exercises. We will help you to develop a critical understanding and awareness of the issues pertaining specifically to business creation in the fitness sector. These include strategic planning, new venture creation, business funding and effective business planning.

We will support you in developing the ability to connect theory with practice in creative and innovative ways, allowing you to reflect upon the learning involved as well as the outcomes. We will also nurture and enhance your lifelong learning skills and your personal development in order to build your confidence, sense of self-direction and originality within your chosen fitness venture.


All modules are compulsory:

  • Developing A Strategic Business Proposition And Plan | 15 Credits
  • Marketing And Brand Strategy For New Businesses | 15 Credits
  • Devising A Product And/Or Service And Distribution Strategy | 15 Credits
  • Developing A Fitness Business Around A Strategy Of Market Segmentation | 15 Credits
  • Industry Experience | 15 Credits
  • Establishing A Financial Framework | 15 Credits
  • Building Specialisation: The Older Fitness Customer | 15 Credits
  • Prototyping The Fitness Businesses Of The Future | 15 Credits
  • Business Creation Capstone Project | 60 Credits

Teaching and Learning

We recognise that you may have a wealth of practical knowledge and experience to bring to this course. We encourage this within the programme and want students to actively share their thoughts and experiences with one another. Don’t worry if you have not engaged in formal education for some time – we will offer support with study skills, conventions of academic analysis and writing throughout the programme.

The philosophy of the programme is built around bringing together relevant academic theory and practical experience, so you can establish a deeper understanding and develop yourself as an individual and as a leader. We will encourage you to participate, as resources for learning explicitly include the knowledge, experience and skills of all course members and staff.

We will start with an intensive core four-week module, followed by three eight-week modules each semester. In semester two, you will have the opportunity to gain industry experience. All modules are delivered utilising a range of teaching, learning and assessment strategies. These include lectures, seminars, a guest speaker programme, tutorials, workshops, use of online materials and Global Café-style learning activities. Class activities, online discussions and problem-solving exercises will enable you to gain feedback about your knowledge and understanding prior to any formal summative assessments.

Assessment and Feedback

You will be assessed through a programme of work undertaken whilst studying each module. This includes presentations, critical essays, portfolios, reflective journals and case study work. We will provide opportunities for formative assessment feedback to inform your work prior to submission from each module tutor. You will receive detailed feedback on assessments to help you develop and continuously improve your performance whilst on the programme. Advice will be provided in relation to development, further areas for research and guidance on how to enhance your subject knowledge.

Research Opportunities

We will use our wide network of industry relationships and partnerships in London and beyond to provide opportunities for you to engage in work placements, business consultancies or business research.*

*Subject to availability.

Fees and Funding

Course fees 2019-2020 academic year

  • Home & EU students: £9,300 per annum
  • International (non-EU) students : £12,750 per annum

York Business School

Whether you are a prospective student or a business leader or manager looking for continuing professional development and collaborative working we look forward to helping you fulfil your potential in whatever business function or sector you may be working in, or aspire to through working together to create business activity at all levels and for everyone.

For YBS. London, we have developed an in-depth range of specialist postgraduate programmes with our team of academic experts and industry professionals. The range of programmes that we have developed a focus on leadership, innovation, business creation, positive change and gaining a cutting-edge understanding of the marketplace in the rapidly changing business world.

Program taught in:
  • English

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Last updated February 3, 2019
This course is Campus based
Start Date
Oct 2019
Full time
9,300 GBP
Home & EU students per annum; International (non EU) students : £12,750 per annum
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