# Use Case 07: Devon  The Gym Owner

## Profile

| Field | Value |
|---|---|
| Name | Devon |
| Business | Independent Gym / Fitness Studio |
| Employees | 4 |
| Revenue Driver | Memberships + Personal Training |
| Primary Goal | Consistent member growth, low churn |
| Digital Maturity | Low |

## Problems

- Relies on word-of-mouth, no systematic acquisition
- Weak Google visibility for "gym near me" / "personal trainer"
- Seasonal drop-offs (January spike, March crash)
- No review generation system
- Competitors (franchises, big boxes) dominate local pack

## Success Metrics

- Steady monthly membership signups
- Reduced seasonal churn
- Strong Google Maps presence
- Consistent review flow
- Personal training revenue growth

## Desired Hermes Outcomes

- Local SEO monitoring (maps pack, "gym near me", "personal trainer [city]")
- Competitor franchise tracking (equipment promos, trial offers, pricing)
- Review generation workflow (automated ask after milestone sessions)
- Google Business Profile optimization (services, photos, posts, Q&A)
- Seasonal campaign calendar (New Year, Summer prep, Back-to-school)
- Website conversion optimization (trial signup, class schedule, trainer bios)