The provided white paper by Jim Thomas, a gym business expert, highlights that liquidity, not profitability, is the critical factor for a gym's survival and resilience, especially for startups and in uncertain economic conditions. Thomas explains that liquidity is a gym's ability to meet its short-term financial obligations, emphasizing that even profitable businesses can fail due to cash flow gaps. He warns against common startup pitfalls like overextension and misusing capital that lock up cash, making businesses vulnerable to unexpected events. The white paper then details how to build and maintain liquidity through disciplined cash flow management, building cash reserves, avoiding excessive debt, smart spending on equipment and space, diversifying revenue, keeping operational costs lean, and nurturing vendor relationships. Ultimately, Thomas argues that prioritizing liquidity allows gyms to seize opportunities, withstand economic shocks, and adapt quickly in a volatile market.www.fmconsulting.netwww.linkedin.com/in/jimthomasconsulting

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