Introduction: “I Don’t Want to Be the Best Kept Secret in Town”
I received a call one morning from a gym owner who had been visiting my website every day for nearly a month. He was finally ready to get started. Curious, I asked, “What made you pull the trigger today?”
He shared this story: The night before, a prospective member had come in for a tour. One of his salespeople showed her around, sat down with her, and she joined the gym right then and there. The gym owner walked over to congratulate her and asked, “What do you like best about the club so far?”
Her answer?
“I absolutely love it. I had no idea you guys were here! You’re the best kept secret in town.”
He told me, “Jim, I don’t want to be the best kept secret in town anymore.”
And he’s right. In this industry, obscurity is the enemy. If people don’t know you exist—or if they don’t have you top of mind—then your pricing, programs, staff, or facility don’t matter. You must be known.
The Harsh Reality of Obscurity
You can’t sell a secret.
You can’t serve people who don’t know you.
And you can’t grow when no one’s thinking about you.
In the fitness business, we often focus so much on programming, equipment, aesthetics, or retention—and those are all important. But if you don’t overcome obscurity, you’re climbing uphill with a backpack full of bricks.
Obscurity shows up in a few major ways:
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The community doesn’t know your gym exists.
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Locals drive by and think you’re still “under construction.”
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Your online presence is weak or outdated.
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You’re not participating in community events.
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You haven’t built enough brand familiarity to become the choice.
How to Overcome Obscurity and Become the First Choice in Town
1. Field Marketing Rep: Your Secret Weapon
One of the fastest ways to break through obscurity is by using a field marketing representative. This person’s entire job is to go out into the community and generate visibility and traffic.
What can a field marketing rep do?
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Attend or host Chamber of Commerce events.
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Build relationships with local businesses (for cross-promotions).
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Coordinate “Member for a Day” passes with nearby employers.
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Set up visibility booths at farmers markets, races, and events.
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Walk into local offices and invite employees to free classes or challenges.
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Connect with schools, teachers, and PTA groups.
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Deliver branded giveaways to local businesses.
The cost? Low. The return? Massive. You build relationships, generate referrals, and create buzz.
2. Leverage Local Partnerships
Every town has symbiotic businesses that serve your target audience. These include:
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Juicers
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Hair salons
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Nail salons
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Massage therapists
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Chiropractors
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Sports apparel retailers
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Physical therapists
Partner with them for:
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Email and blog swaps
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Gift card giveaways
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Shared social media shoutouts
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In-club vendor days
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Wellness fairs
These cost almost nothing but create mutual traffic and new audiences.
3. Show Up on Social Media—Consistently
You don’t need to go viral. But you do need to show up.
Consistency builds familiarity. Familiarity builds trust.
Here’s what to post:
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Member transformations and testimonials
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Behind-the-scenes team photos
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Quick fitness tips and motivational quotes
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Community events or local shoutouts
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Short clips of workouts and classes
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Staff introductions and member birthdays
Go live. Ask questions. Post polls. Tag local businesses and members. It’s not about perfection—it’s about connection.
4. Host Weekly Events and Promotions
Weekly events give your team a reason to engage the community and invite people in:
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Free Guest Fridays
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Family Workout Days
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Bring-a-Friend Weeks
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Specialty class samplers (yoga, boxing, HIIT)
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Member appreciation BBQs
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“Transformation Challenge” kickoffs
Promote these events through social media, email, and community boards. Make them part of your monthly rhythm.
5. Get Involved in the Community
You don’t need a massive ad budget. You just need to be present.
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Sponsor a local sports team.
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Volunteer as a group at charity events.
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Offer your facility as a meeting place for groups.
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Host networking mixers for small businesses.
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Offer teacher and first responder appreciation weeks.
When people see you as a community builder, they remember you. And when they’re ready to make a fitness decision, guess who comes to mind?
Final Thoughts: You Can’t Serve the People Who Don’t Know You
Too many gyms with great potential are held back by one thing—nobody knows they’re there.
Being the “best kept secret in town” is not a compliment. It’s a warning sign.
If you’re not getting the walk-ins, the leads, the buzz—you don’t need a better pitch. You need better visibility. Start with what you already have—your community, your people, your story—and get out there.
If you focus daily on overcoming obscurity, the rest of your business has a fighting chance to thrive.
Action Steps for the Week:
- Assign or hire a part-time field marketing rep.
- Make 5 local partnership outreach efforts.
- Plan one community event in the next 10 days.
- Post every day on your most active social platform.
- Ask every new member how they heard about you—and document the trends.
Need help building systems, improving your facility, or turning around your gym business? Contact Jim here.
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Meet Jim Thomas
Jim Thomas is the Founder and President of Fitness Management USA, Inc., a premier management consulting, turnaround, financing, and brokerage firm specializing in the leisure services industry. With over 25 years of hands-on experience owning, operating, and managing fitness facilities of all sizes, Jim is an outsourced CEO, turnaround expert, and author who delivers actionable strategies that drive results. Whether it’s improving gym sales, fostering teamwork, or refining marketing approaches, Jim has the expertise to help your business thrive. Learn more by visiting his website or YouTube channel.
