Iron Fed Fitness: If We Build It, Will They Come?

Abstract

This decision-based case was derived from personal interviews with the owners and operators of Iron Fed Fitness, Jason and Stephanie. After opening their own fitness center, and realizing the niche they have for the business, their classes begin to fill and customers begin to demand more options. The entrepreneurs are faced with the decision to maintain, grow their current location, or move, while considering their future and the impact the growth, or lack of growth, would have on their family and careers.