Starting a new business venture can be a challenging affair. The issue becomes even more difficult due to the ever increasing competition in every sector of the economy. Gym Choice is a service industry business interested in transforming the auditorium into a gym and fresh, nutritional meal shop. Before opening, Gym Choice has to conduct research to gauge its strengths and weaknesses to be able to compete well. This paper is a report of the external analysis and the strategies that will reinforce the success of the organization in achieving its objectives and gaining competitive advantage. The report shows how Gym Choice will succeed in achieving its objective through conducting an industry analysis. The objectives of the business are to provide a safe environment where people can go exercise in search of their personal health and fitness goals, to make profits within six months and to gain two hundred members within three months of operations. The company’s mission statement is to offer high-quality services both as a gym and a fresh, nutritional meal shop for a smaller cost than other gyms in the area.