This study investigated the effects of a 10-week fitness training program on muscular strength, body composition, and exercise motivation among undergraduate students at the University of Finance - Marketing, Vietnam. A randomized controlled pretest -posttest design was employed involving 40 students (25 females and 15 males), who were randomly assigned to an experimental group (n = 20) and a control group (n = 20). The experimental group participated in supervised fitness training three times per week for 10 weeks, whereas the control group maintained their usual daily activities. Muscular strength was assessed using the handgrip strength test, body composition was measured using a bioelectrical impedance analyzer, and exercise motivation was evaluated using the Behavioral Regulation in Exercise Questionnaire-3 (BREQ-3). Statistical analyses included descriptive statistics, paired- and independent-samples t-tests, ANCOVA, and Cohen's d effect sizes. The results showed that the experimental group achieved significant improvements in muscular strength, skeletal muscle mass, and exercise motivation, together with significant reductions in body fat percentage (p < .001), while no significant changes were observed in the control group. These findings suggest that a structured 10-week fitness training program is an effective strategy for improving physical fitness and promoting exercise motivation among university students and may be integrated into university physical education curricula.