This assignment presents a comprehensive business plan for "Keep Active Fitness Gym," a virtual reality-based fitness center. The report begins with a pre-plan outlining the gym's concept, target market, and services. The main body details the execution phase, applying theoretical and conceptual elements such as the Four Stage Model and Porter's Generic Strategies. It then explores the application of marketing tools (social media, 4Ps), finance tools (journal entries, cash flow statements), strategy tools (SWOT, PESTLE), and human resource management techniques. The plan also examines various growth strategies, including market penetration, to ensure the gym's expansion and success. The report includes an introduction, main body, conclusion, and references, providing a detailed analysis of the business idea and its potential for growth. The gym will offer a range of services, including virtual reality equipment, personal training, and specialized studios, aiming to attract a diverse clientele and achieve a competitive advantage.