According to modern survey many entrepreneurs noted the negative consequences of the pandemic: 76% reported a decrease in revenue, 66% a decrease in demand for goods or services, 36% a decrease in the number of suppliers, 24% a decrease in the number of branches or points of sale. Every third entrepreneur (34%) sent employees on unpaid vacation, and every fifth (18%) had to resort to dismissing employees. Most entrepreneurs do not expect to return to pre-crisis indicators in the short term. Currently, in connection with the situation related to the coronavirus infection pandemic, new approaches are emerging in the field of business valuation and consulting, developed in practice by institutions involved in business appraisal, project, and corporate finance issues. The paper based on the case from Russian fitness industry examines the transformation of the business appraisal approach in project finance in the pandemic situation. The author analyses the recommendations of the Russian and foreign experts in the field of business appraisal and project finance and apply them to the case from the fitness industry.