ALEX KELLY, Owner, Blueprint Personal Training
Alex Kelly Owner, Blueprint Personal Training WHAT IS BLUEPRINT PERSONAL TRAINING? Blueprint Personal Training is a specialized fitness facility in
Alex Kelly
Owner, Blueprint Personal Training
WHAT IS BLUEPRINT PERSONAL TRAINING?
Blueprint Personal Training is a specialized fitness facility in Fargo that offers personal training, small group training, and nutrition coaching.
THE JOURNEY TO BLUEPRINT
Before venturing into the fitness business, Kelly worked in sales and real estate. He worked at Midco, where he learned valuable skills in lead generation, and building pipelines. However, the real estate world didn’t provide the structured, team-oriented environment he desired. That realization led him to pursue something he was truly passionate about—fitness and
coaching.
Kelly, who has been a lacrosse coach in Moorhead for seven years, decided to take the leap. In August of the year prior to Blueprint’s opening, he left real estate and went full-time into research and planning for his business. By March, the gym was ready to open its doors.
THE BLUEPRINT APPROACH
Unlike many corporate gyms that focus on accessibility and high membership volume, Blueprint prioritizes a personalized, high-quality training experience. The gym is designed exclusively for personal training and offers a private and structured environment that differentiates it from the competition.
To do this, Kelly has invested in top-tier trainers and provided a space where they can thrive. While large franchise gyms often employ trainers with minimal certifications and high turnover rates, Blueprint sought professionals who were dedicated to making personal training a long-term career.
"I wanted to create a way for my trainers to keep doing what they love while still earning a manager-level salary,” Kelly said.
BUILDING THE TEAM
Kelly assembled a team of three full-time, salaried trainers, each bringing a unique set of skills and qualifications. His right-hand man, Peter, previously managed an Anytime Fitness and holds multiple certifications. Ben, another trainer, earned a kinesiology degree from UND and holds certifications from the National Academy of Sports Medicine. The third trainer, Malik, was carefully selected for his passion, experience, and client-centric approach.
CRAFTING A COMPETITIVE MODEL
One of the proudest accomplishments for Kelly has been Blueprint’s pricing structure. By designing a business model exclusively centered around personal training, the gym offers competitive rates that often undercut the cost of one-on-one sessions at larger gyms.
OVERCOMING CHALLENGES
Starting a business, especially in the fitness industry, comes with its fair share of challenges. For Kelly, the biggest hurdle was navigating the logistical aspects of running a company. From day-to-day operations to tax obligations and state filings, there were numerous unforeseen tasks that required careful attention.
“There’s no step-by-step guide when you start a business,” Kelly said. “You’re figuring things out as you go. Having a wealth advisor, an accountant, and a lawyer helped, but there are so many small details that you don’t think about until you’re in the middle of it.”
Despite these challenges, Blueprint has continued to grow, and Kelly's three-to-five-year business plan is right on track. The biggest ongoing challenge now is acquiring clients who are available to work out mid-day, but he remains confident in his team and the quality of service they provide.
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