The business plan provides a basis for starting a sustainable business in healthcare service provision industry to both male and female customers typically aimed at the low and middle level income bracket. The business owner is a dedicated entrepreneur, who has identified a business opportunity in body fitness service provisions and has strategized to exploit the opportunity by offering the services at competitively low costs tailored to meet customer needs and satisfaction. The core competencies that characterize the entrepreneur is experience and thorough training in providing services in the fitness industry for several years and the self motivating drive to offer the fitness services in healthcare services. The business will be branded as Fitness For All (FFA) (Cooper, 1993). Findings A number of research findings led to an informed decision to start the business. Key findings indicate that an exponential demand for healthcare services is on the rise. FFA is a precise timing. Typically, other findings indicate that within the proposed Witherands locality, there is only one business that offers fitness services without competitors. Their services are expensive and rarely are the lower and middle income cadres enjoy these services reinforcing the reality of an already available opportunity to exploit (Liao & Witsil, 2008). Statistical findings indicate a rise in obesity facilitating the demand for health fitness services. The business is projected to grow with the use of marketing strategies and tools such as advertising and the internet to facilitate access to the market (Guidebook for facilitating small business team arrangements. n.d). Location The FFA business is projected to be located north of the Danby district, some several meters from the local medical community health facility. It is conveniently accessible from all points of the city and typically an appropriate location. Population Statistics The statistical findings about the demographic distribution of the population indicate 57.5 % of the population is female while 42.3 % of the population is male. Further demographic data of the female population shows that 10 % are aged 70 years and above, 28% are aged above 50 years and 70 years, 35 years and 50 years are 32 % while below 35 years and 20 years are 20% while those below 20 years are 20 % of the female population. On the other hand, the male population is 23% below 20 yrs, 27 % between 35 years and 45 years and the rest above 45 years are 53 % (Sample business plan fitness plus. n.d). The Population Analytically, the population has a significant number of obese people and the income levels are not evenly distributed. 45% lie in the lower income bracket while 40% of the population lies in the middle income level and the remaining % are in the upper income bracket forming a minority of the population. That will doubtlessly influence the pricing matrix for market entry targeting the middle and lower income groups. Conclusion The fitness for all business enterprise will be a sustainably viable business pursuit coming at the correct opportune time demographically fit for the population. Recommendations It will be important to conduct further analysis of the pricing matrix,