“You control the mob; you control Rome.”
It is a line straight out of Gladiator — one of the top five movies of all time (the first one), no debate — and one that perfectly applies to running a brick-and-mortar business, especially a gym. (And no, I have not seen the new one yet, so do not ruin it for me!)
To dominate your local market, stop obsessing over online fame and build an unshakable reputation in your backyard.
The Problem with Chasing Clout
Far too many coaches are putting the cart before the horse. They are fixated on personal branding, chasing clout, and racking up followers. They dream of coaching pro athletes, training models, or landing a feature in Muscle & Fitness.
Now, do not get me wrong—there is nothing wrong with ambition. But in a service-based business like fitness, it is not about you. It is about them.
How Varsity House Dominated Locally
In 2008 and 2009, Instagram and YouTube were not blowing up the scene. Our focus was simple: control the local market. We did it by showing up, staying consistent, and over-delivering.
Here is what that looked like:
- Running after-school programs
- Hosting clinics, camps, and conventions
- Partnering with local businesses and schools
- Attending games every single weekend (and we still do)
- Tabling at town days and fairs
We were not just in the community; we became part of it. We got to know everyone, and more importantly, they got to know us. Over time, we did not just have clients; we had raving fans who spread the word for us.
Before long, we had 100 loyal clients. These were not just members; they were ambassadors. They built our reputation faster than any social media algorithm ever could.
Where Do Your Clients Actually Come From?
Think about your last ten clients. Did they come from an Instagram post or a viral YouTube video? Or were they referrals from friends, local connections, or someone you met at a community event years ago?
If you are like most gym owners, it is the latter. Social media might help, but it is not the business. It is just a tool.
At Varsity House, our online success only came after our gym became a showroom for results, positive energy, and happy clients. Local curiosity drove traffic, buzz, and eventually bigger online opportunities. But it all started with controlling the local market.
The Playbook for Real Growth
Ready to build a business that dominates locally? Here is how to do it:
- Focus on 100 Local Superfans Forget about chasing 10,000 followers. Your goal should be to create 100 raving fans who can not stop talking about your gym.
- Partnering with local schools and businesses and making community connections are invaluable. Partnering with schools, small businesses, and local organizations creates opportunities for growth and exposure.
- Show Up Consistently Be at the games, the events, and the town fairs. Deliver results, exceed expectations, and let your clients become your biggest advocates.
Control the local market, and control your future.
When you control the local market, you control your future. Stop chasing clout and start building a local reputation that matters.
Dan Goodman is the co-owner of Varsity House Gym, a strength and conditioning facility catering to elite athletes and weekend warriors alike. His passion for entrepreneurialism and business transformed itself into the internationally recognized Business of Strength seminars and podcasts. Dan is a proud family man and lover of traditional Italian Sunday dinners who currently resides in Bergen County, New Jersey, with his wife, Dana.
