The provided text, a white paper by Jim Thomas titled "Overcoming Obscurity: The Most Dangerous Threat to Your Gym Business," emphasizes that a lack of visibility is the primary obstacle to a gym's success, not issues with pricing, programs, or facilities. Thomas argues that you cannot sell or serve people who are unaware your business exists, illustrating this with an anecdote about a gym being called "the best kept secret in town." To combat this obscurity, the paper outlines five key strategies: employing a field marketing representative for direct community engagement, leveraging local partnerships for cross-promotion, maintaining a consistent daily social media presence, hosting regular events and promotions to attract and engage members, and actively participating in community initiatives to build a strong local presence. Ultimately, Thomas concludes that visibility is crucial for survival and provides actionable steps for gyms to become impossible to ignore.
www.fmconsulting.net
www.linkedin.com/in/jimthomasconsulting
