The document, authored by Gym Business Expert Jim Thomas, presents a strategic seven-step framework for independent gym operators and fitness entrepreneurs to execute a "counter-offensive" against their competition. Thomas asserts that survival in the fitness industry requires playing offense, not defense, by taking bold, decisive actions to reclaim market share. Key steps include performing rigorous competitive intelligence to audit rival offerings and identify weaknesses, and subsequently reclaiming differentiation by clarifying a unique selling proposition (USP). The strategy also mandates attacking competitor weak points with targeted offers, mobilizing current members into an army for referrals and organic promotion, and working to dominate the local conversation through community involvement and a constant social media presence. Finally, Thomas emphasizes the need for speed and agility in responding to competitor moves and reinforcing core business systems, such as sales training and member retention, to ensure the counteroffensive has a strong foundation.www.fmconsulting.netwww.linkedin.com/in/jimthomasconsulting

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