I would gather that most male lifters at gyms would know who Phil Heath is, or have heard the name. Now people who are in the gym just to chitchat, do cardio, yoga, stay in shape, or just to say that they went to the gym, will not really know who he is. Women will often follow or look up female fitness stars, especially ones that have a significant social media presence.
One way that Phil Heath could have more exposure is to team up with Crossfit functions. Like go to one of their games, as a rep and spectator, and take pics with the winner. Also speak on the similarities between Crossfit and bodybuilding. And encourage sponsorship between each other.