As the holding company of Fitness Time, Leejam Sports Company was interested in building a new fitness club concept targeting an untapped niche market: Athletes & Powerlifters.

Pioneered the development of a new fitness club concept for Leejam, targeting the niche market of athletes and powerlifters. The project's business strategy was informed by a market analysis of 1,827 respondents to measure consumer demand, leading to the creation of a business strategy including 9 new revenue streams and an investment plan to secure the venture's market position and financial viability.