I think there are so many different customer types out there, its hard to appeal to them all. Maybe try some reading on the sociology side of the retail trade, there are things that many stores use to lure customers in and maintain customer loyalty. Basic things like smiling and making sure each customer feels they are getting 100% of your attention are a given but also product placement, advertising/where to advertise and etc all make a difference.
When I shop for products, I tend to like to shop alone and not to be disturbed. I have been known to ram up my MP3 to the point where its audible to people around me when I shop to make it clear to sales assistants to leave me to make my own mind up! However, there are likely many customers who may feel totally lost in a fitness store and what they may need or where to start- its working out which customer is which. Shy and aloof can sometimes be confused with I don't want to talk to anyone, its all in the eye contact I think!
I'd say advertising is your best tool. Theres the saying that no advertising is bad advertising but I think that this is wrong- you'd need to be a very strong brand to recover from bad rep -and this is why massive brands can tuen bad avertising around and look good (they have the cash to do so). So be wary of where and when you advertise to and what your advertising- you need to be able to live up to it as people will take you on your word and have pretty high standards now a days.
What about flyers? magazine advertising? leaflets left in health stores? (as long as your not selling what they sell it should be fine) or in gyms, health clubs, college notice boards....think which type of client your trying to sell to and try to advertise wherever you think they spend their free time.
Also networking: get to know your clients, become friendlier with them, if they feel they can trust you and you are genuine, they may suggest you to their friends. Never name drop or ask for this to happen, just do the best you can and the rewards will come along.
But be aware that the first few years of starting a business are generally the worst- your not at a level where your as fluent in what you do as a 100 year old store yet to a customers point of view, your being compared as such. Prices can be a battle field so you must make sure your offering something other stores don't have: you. Be the best you can be, thats all anyone can do.
