If you think you need a huge team or a big agency to grow your gym, think again. Troy Macfarland, Director of Marketing at FITNESS SF, shares how they rebranded from Gold’s Gym and built an eight-location powerhouse. From tapping internal talent to using AI and partnerships that actually drive growth, Troy breaks down the real moves behind their success. If you want real tactics, not theory, this episode is for you.
Don’t Outsource Talent. Grow It from Within
Troy didn’t hire expensive content creators. He spotted hidden talent inside the gym. Trainers who were already making great content were invited to join the marketing team part-time. This move saved money, boosted authenticity, and built a culture of ownership and creativity.
Video First. Always
Troy’s first marketing hire was a full-time videographer. Most people thought he was crazy. But video helped them win awards, tell their story, and humanize the brand. Members saw what the gym really stood for. The content stopped being promotional and started serving as proof.
AI Won’t Replace Your Team. It Will Amplify It
From website chatbots to internal staff support, FITNESS SF uses AI to automate repetitive tasks and free up people to do higher-value work. The goal isn’t to replace employees. It’s to give them better jobs. One chatbot saves hours of email time. Another helps onboard new hires.
Referral Marketing Isn’t Dead. You’re Just Not Using It Right
They offer bring-a-friend Fridays, free months for referrals, and partner with local influencers for authentic promotion. Troy built systems where referrals are rewarded, tracked, and turned into long-term members.
Your Brand Is Only as Strong as Your Partnerships
Troy partnered with InsideTracker for DNA and blood testing, EatLove for nutrition, and Zama Health for mental wellness. The result? A holistic experience without reinventing the wheel. He also locked in community partnerships with the San Francisco Opera, Symphony and Ballet. Local wins build loyalty fast.
Listen Now
Troy Macfarland doesn’t chase trends. He builds systems that work. This episode is loaded with practical advice for any gym owner ready to grow smarter, not just louder. Check out the full episode for more on video strategy, AI integration, and the power of smart partnerships.
