Clean Overcome Fitness Threat Register into Charter-compliant benchmark (Leonard evidence + Director tighten)

docs/clients/overcome-fitness/threat-register-v1.md

@@ -1,70 +1,102 @@
 # Threat Register – Overcome Fitness
 
-**Status:** Draft (Benchmark Seed)  
+**Status:** Draft (Benchmark)  
 **Last Updated:** 2026-08-02  
 **Reviewed by:**  
 **Source Inventory:** `docs/clients/overcome-fitness/data-inventory-v1.md`  
-**Audit Type:** Public observation only — all entries Tier 2 until upgraded
+**Audit Type:** Public + prior observations — all entries Tier 2; several require freshness re-check
 
 ## Purpose
-Identify specific customer-acquisition and retention failures grounded only in data from the locked (or draft) Data Inventory.  
-No speculation. No invented gaps.
+Identify specific customer-acquisition and retention failures grounded only in data from the Data Inventory.  
+No speculation. No invented gaps. No solution language.
 
 ## Threat Entries
 
 ### Threat ID: T-001
-- **Title:** Weak or missing Google Business Profile under current brand name
-- **Signal Source:** Public search + directory results
-- **Evidence Snippet:** Address 4100 Cameron Park Dr #120 appears in directories. Strong current GMB footprint under “Overcome Fitness” not found. Same suite previously listed as Unlocked Fitness on Yelp/MapQuest.
-- **Data Recency:** 2026-08-02
+- **Title:** Google Business Profile under current brand name is weak, unclear, or incomplete
+- **Signal Source:** Public search + directory results + prior audit notes
+- **Evidence Snippet:** Address appears in directories. Strong, complete current GMB footprint under “Overcome Fitness” not clearly established. Prior observations noted limited public detail and a possible related second listing.
+- **Data Recency:** Mixed (prior 2025-08 + 2026-08-02 observation) — requires fresh verification
 - **Estimated Severity:** Critical / Major
 - **Verification Tier:** Tier 2
-- **Notes / Context:** Local discovery for fitness studios is heavily GMB-dependent. Possible rebrand or unclaimed profile.
+- **Notes / Context:** Local discovery for fitness is heavily GMB-dependent. Fresh confirmation of ownership, reviews, posts, and completeness is required before any upgrade in tier or severity.
 - **Human Decision:** Pending
 
 ### Threat ID: T-002
-- **Title:** Thin website conversion path
+- **Title:** Website conversion path is thin and phone-centric
 - **Signal Source:** Website content inventory
-- **Evidence Snippet:** Motivational copy and pricing page present. No clear online booking, limited CTAs, phone-centric contact, no social links on homepage, no reviews widget.
-- **Data Recency:** 2026-08-02
+- **Evidence Snippet:** Motivational copy and pricing page present. No clear online booking, limited CTAs, phone-centric contact, limited social/review signals on the public site.
+- **Data Recency:** 2026-08-02 (structure); technical details from prior audit require re-check
 - **Estimated Severity:** Major
 - **Verification Tier:** Tier 2
-- **Notes / Context:** Visitors must call or seek contact; friction is high for modern local service discovery.
+- **Notes / Context:** Visitors face friction to convert. Prior technical findings (navigation issues, missing elements) must be re-verified before treated as current.
 - **Human Decision:** Pending
 
 ### Threat ID: T-003
-- **Title:** Limited public review presence under current name
+- **Title:** Limited public review presence under current brand name
 - **Signal Source:** Public search results
-- **Evidence Snippet:** Sparse review volume found under “Overcome Fitness”. Historical reviews exist under previous address/name (Greenwood Ln Yelp, marked closed).
+- **Evidence Snippet:** Sparse review volume found under “Overcome Fitness”. Historical records exist under prior address/name.
 - **Data Recency:** 2026-08-02
 - **Estimated Severity:** Major
 - **Verification Tier:** Tier 2
-- **Notes / Context:** Review volume and response behavior unknown under current brand.
+- **Notes / Context:** Review volume and response behavior under the current brand remain unclear.
 - **Human Decision:** Pending
 
 ### Threat ID: T-004
-- **Title:** Possible brand continuity / rebrand confusion at same physical location
-- **Signal Source:** Directory and Yelp records
-- **Evidence Snippet:** Same physical suite previously associated with Unlocked Fitness. Current branding is Overcome Fitness.
-- **Data Recency:** 2026-08-02
-- **Estimated Severity:** Minor to Major (depends on actual GMB reality)
+- **Title:** Personal social audience (TikTok) shows limited clear business attribution
+- **Signal Source:** Public TikTok profile linked from business surfaces
+- **Evidence Snippet:** Profile is personal-trainer oriented with substantial public following. Clear Overcome Fitness branding and conversion path on the public surface appear limited or absent.
+- **Data Recency:** Prior audit 2025-08 — requires freshness check
+- **Estimated Severity:** Major
 - **Verification Tier:** Tier 2
-- **Notes / Context:** Could affect trust and local search consistency if not cleanly transitioned.
+- **Notes / Context:** Potential warm audience exists, but public attribution to the business is weak. Relationship and current state need confirmation.
+- **Human Decision:** Pending
+
+### Threat ID: T-005
+- **Title:** Multiple related social handles create possible brand fragmentation
+- **Signal Source:** Public Instagram and related profiles
+- **Evidence Snippet:** More than one related handle observed in public surfaces and prior notes.
+- **Data Recency:** Mixed — requires freshness check
+- **Estimated Severity:** Major / Minor (depends on actual follower split and content)
+- **Verification Tier:** Tier 2
+- **Notes / Context:** Dual or multiple handles can split authority. Current metrics are incomplete.
+- **Human Decision:** Pending
+
+### Threat ID: T-006
+- **Title:** Possible NAP / location label inconsistency across platforms
+- **Signal Source:** Facebook page metadata + website/directories
+- **Evidence Snippet:** Prior observation of city label mismatch (Shingle Springs vs Cameron Park) on a public surface.
+- **Data Recency:** Prior audit — requires re-check
+- **Estimated Severity:** Major / Minor (depends on current state)
+- **Verification Tier:** Tier 2
+- **Notes / Context:** Conflicting location signals can affect local trust and search consistency. Must be re-verified.
+- **Human Decision:** Pending
+
+### Threat ID: T-007
+- **Title:** Possible brand continuity / prior-name association at same location
+- **Signal Source:** Directory and historical records
+- **Evidence Snippet:** Same physical suite previously associated with another fitness name in public records.
+- **Data Recency:** Historical + 2026 observation
+- **Estimated Severity:** Minor to Major (depends on GMB reality)
+- **Verification Tier:** Tier 2
+- **Notes / Context:** Could affect trust and local search consistency if transition is incomplete.
 - **Human Decision:** Pending
 
 ## Summary
-- Total threats drafted: 4
+- Total threats drafted: 7
 - Tier 1 (Verified): 0
-- Tier 2 (Indicative): 4
+- Tier 2 (Indicative): 7
 - Rejected / removed: 0
+- Several entries explicitly require freshness re-verification before any lock or tier upgrade
 
 ## Human Review Gate
 - [ ] Every entry is backed by real data from the inventory
-- [ ] Every entry has a Data Recency date
+- [ ] Every entry has a Data Recency note
 - [ ] Every entry has a Verification Tier
-- [ ] Human has reviewed each entry and recorded a decision (Verified / Downgraded / Rejected)
+- [ ] Stale observations are clearly flagged
+- [ ] Human has recorded a decision on each entry
 - [ ] No invented or speculative threats remain
 
-Once this gate is signed off, the Threat Register is **Locked** and Layer 3 (Economics) or Layer 4 (Requirements) may begin.
+Once this gate is signed off (and freshness checks completed where required), the Threat Register may be **Locked**.
 
 **Reviewer sign-off:** _________________ Date: _________