Why It's Time To Invest In Wellness + Fitness Businesses In San Diego
Publication: Locally Well San Diego
Article Post Date: April 3, 2025
Written by: Erica Castillo, CASFFA Executive Director + Co-Founder
When you think of small businesses that make a city thrive, what comes to mind? Likely, it's restaurants, boutiques, coffee shops, and bars—those businesses that often receive grants, funding, and recognition for revitalizing neighborhoods. But a key player is missing from that conversation: fitness and wellness businesses.
As the Founder & Executive Director of the California Small Fitness Facilities Association (CASFFA), I've spent over a decade collaborating with fitness studio owners, gym operators, yoga instructors, and wellness entrepreneurs across the state. From these experiences, one thing is clear: our industry does more than just help people work out—we foster healthier communities, stimulate local economies, and contribute to the vibrancy of neighborhoods.
However, despite the benefits we bring, fitness and wellness businesses are frequently overlooked when it comes to small business funding, support, and resources. It's time for that to change.
Fitness + Wellness Are the Backbone of Healthy Communities
Fitness and wellness businesses don't just serve the people who walk through their doors. They are hubs of movement, connection, and community care. Whether it is a neighborhood yoga studio offering free classes to seniors, a strength training gym keeping young athletes engaged after school, or a wellness center helping people manage stress, these businesses are delivering real public health benefits.
CDC research shows that regular movement and wellness practices reduce stress, prevent chronic disease, and improve mental health for both youth and adults. That is a massive benefit to San Diego, a city that thrives on outdoor activity and a high quality of life. Investing in these businesses isn't just about helping entrepreneurs—it's about making sure more people have access to the resources they need to live healthier, happier lives.
Fitness + Wellness Businesses Help Retail Corridors Thrive
It's no secret that some of our city's business districts have struggled in recent years–especially since the pandemic. Empty storefronts, declining foot traffic, and rising vacancies have taken a toll. But here's something many people don't realize: when a fitness or wellness business moves into a neighborhood, it helps bring those corridors back to life.
Think about it—fitness studios and wellness centers don't just bring in customers once in a while; they create steady, recurring foot traffic throughout the week. Unlike other businesses that rely on one-time purchases, fitness and wellness spaces thrive on memberships and class packs, meaning their clients return multiple times per week:
A 7:00 am yoga class brings regulars who grab coffee or breakfast nearby afterward.
Evening gym sessions mean consistent crowds sticking around for dinner or errands.
Wellness workshops and weekend fitness events attract both locals and visitors, keeping surrounding businesses busy and engaged all year long.
Health Impact Assessments (HIA) & Crime Prevention Strategies often show that active business districts with gyms, studios, and wellness centers tend to see lower crime rates because these spaces create more positive, community-driven activity.
Fitness + Wellness Events Are Huge for Tourism
San Diego is already a wellness destination. People come here for the sunshine, the beaches, and the outdoor lifestyle. But what's often overlooked is just how much fitness and wellness businesses contribute to our tourism economy.
From beachfront yoga to rooftop cycle classes, wellness retreats, and fitness festivals, these businesses create experiences that bring visitors into our city. They're also leading the way in outdoor community events, pop-ups, and collaborations that make San Diego such a vibrant place to live and visit.
Yet, when it comes to small business grants and investment, these businesses are rarely considered—even though they are actively growing our local economy.
Let's Start Recognizing (and Supporting) the Value of This Industry
It's time to change the way we think about fitness and wellness businesses. They're not just places where people break a sweat—they are vital pieces of our economy, our neighborhoods, and our overall well-being.
So, what can we do?
If you're a small business owner, consider collaborating with your local fitness or wellness business located nearby to bring more traffic to commercial corridors. Cross-promotions, partnerships, and shared events can benefit everyone.
If you're part of the local government or a funding organization, take a closer look at the impact these businesses have. It is time to expand grant program criteria to include fitness and wellness businesses—just like we do for restaurants, retail, and nightlife.
If you're a community member, support your locally owned and operated fitness/wellness businesses! Take a class, join an event, or spread the word about the incredible things they're doing.
At CASFFA, we have a proven track record of providing local & state advocacy needed to develop grants, programs, and resources so our fitness and wellness businesses get the support they deserve. As we expand our work into San Diego in 2025, we hope to see more investment in an industry that gives so much back.
When we support fitness and wellness, we are not just helping businesses—we are building a healthier, stronger San Diego.
How You Can Support Our Local Fitness + Wellness Industry
Find a fitness/wellness studio near you using the Locally Well San Diego Wellness Business Directory! Want to join the free directory? Learn more >>
Learn more about what we do at the CASFFA to support our fitness & wellness-based small businesses in California at ilovesmallfitness.org.
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About the Author
Erica Castillo is a strategic communications consultant and the founder of Unita Solutions, specializing in marketing, public relations, and government affairs. As the co-founder of the California Small Fitness Facilities Association (CASFFA), she advocates for policies and funding that support small businesses in the fitness, wellness, and health sectors. With a background in city government and economic development, she works to bridge the gap between policymakers and local business needs.