The environment is mistakenly ignored in the fitness industry. It is one of the pillars to supporting good health, similar to the mind, body and spirit. The pursuit of health and fitness would have a weak long-term impact if the environment is not considered in the overall strategy of the fitness industry. Engaging in environmental initiatives would help increase value for both shareholders and stakeholders of a health club. This research paper focuses on the following question: How could a health club increase its value through greater environmental engagement? Although the relationship between health and environment is usually undisputed, the connection between fitness and environment is less familiar. The connection between the two is discussed, and value creation models are applied to increase value. This paper introduces several ways in which value can be created: value chain tool, stakeholder participation, relationship building, and six levels of strategic Focus. Based on research, building relationships through the six levels of strategic focus was the best for the industry.