idea-
I would spend a few weeks visiting gyms all over your area of the city/county/state. Take a few trips and get day passes. Bring a notepad, only instead of writing down your routine as you lift, write about what you like/dislike about the gym. Everything good, everything bad. Little things. Maybe steal a staff member if you need one and someone is perfect. Maybe even plan recruitment- how you could snatch up some of these members down the road.
Chat with ppl. Act like you're thinking about joining- see what they like/dislike. Same with the staff- Get all their prices and lowest deal offers. This way, when someone tries to BS you later "well, i can get it for $400 down at Golds", you will know if he is lying, and plan your negotiations accordingly. It'll also help you sell memberships better- You can point out everything you have that the competitors dont- "I'm the only guy in town with this cardio machine" to the fat lady, or "I have more squat racks than GOlds (3) and Worlds (4) combined! This line, you'd use on the PLer. Find a local pro or top amateur- and give him a free membership and some supps or a few bucks to train there exclusively. This will help sell you young guys "Hell, John Smith chose my gym over every other gym in town- so should you"
Also- Location usually means everything, jwb is very right about that.