Building a Community-Driven Gym with Josh Rabar of Firehouse Fitness

Beyond The Studio

What does it take to build a gym that thrives on culture and community? In this episode, I sit down with Josh Rabar, founder of Firehouse Fitness, a unique gym in Abilene, Texas, that has become a cornerstone of its local fitness scene. Josh shares his journey from personal trainer to gym owner, the lessons learned from acquiring an existing facility, and how he and his wife transformed it into a space that reflects their values. We also dive into the tough decisions that shaped Firehouse Fitness, from turning away misaligned members to doubling down on community engagement as a marketing strategy.

Plus, we discuss marketing tactics that actually work for local gyms in 2025, the power of grassroots referrals, and why traditional advertising like local news stations and OTT platforms might be the secret weapon many gym owners are overlooking. If you're a gym owner or fitness entrepreneur looking to create an authentic, thriving community, this episode is packed with insights you won't want to miss.

Episode Highlights

[2:05] – How Josh’s background in athletics led him to the fitness industry

[5:20] – The decision to buy Firehouse Fitness and challenges of gym ownership

[10:45] – Redefining gym culture: How removing TVs and enforcing a vibe changed everything

[15:30] – Why Josh and his team actively turn away members who don’t fit their community

[20:55] – How Firehouse Fitness leverages local partnerships and nonprofits for lead generation

[27:15] – Marketing strategies that work: Meta ads vs. Google ads vs. OTT advertising

[32:40] – The future of gym marketing: The power of inbound calls and pay-per-call strategies

[38:00] – Josh’s advice for new gym owners and entrepreneurs