The topic of this paper is the opening of a fitness and wellness center with a small part for rehabilitation. The center itself is located in a place not far from the city of Osijek in Osijek-Baranja County, it is about opening the first such space in Osijek-Baranja County, but also the opening of the first fitness center in Čepin. The name of the fitness and wellness center that will be mentioned in the paper "Active Center". The paper will explain the reason for opening such a facility, as well as how we came to the very idea and mission and vision of this business venture. How and in what ways we plan to do business and why we are different from others. The paper will contain detailed business strategies in relation to competitors, changes in the environment and various conditions, and how to do business successfully. In the paper the focus will be on the relationship with clients, how to meet them, how to satisfy them and keep them to stay regular in our fitness and wellness center, if we find a target group of users for our services. There is also a relationship with employees, how and in what way to motivate employees and how they can progress in business, the key is the situation with the competition, how to set up in that sense and how to act in the oligopoly as if there are no competitors and that our competition cannot affect development. This paper will present in detail the analysis that are crucial for strategic planning, such as the SWOT analysis, the PEST analysis and the analysis of the Five Porter Forces.