An image forming apparatus includes a fixing unit for fixing a toner image on a recording sheet. In the fixing unit, a magnetic flux generator generates a magnetic flux to induce heat in a support roller. The heat is transferred to a fixing belt contacting the support roller. The recording sheet having the toner image is inserted between the fixing belt and a pressure roller facing the fixing belt. A holder holds the magnetic flux generator and positions the magnetic flux generator to face outer and inner circumferential surfaces of the support roller.