New York City is the capital of fencing in the United States. The best clubs in the entire nation, and debatably in the world, can be found in Manhattan and Brooklyn. The market is heavily entrenched and there are so many good clubs that it can be hard to differentiate. Tim Morehouse Fencing Club (TMFC), founded by ’08 Olympic Silver Medalist Tim Morehouse, had everything it needed to succeed except online visibility and a unique selling proposition. SPECTRE identified a need for social proof, local citations, and a more aggressive paid strategy. SPECTRE’s guidance on website optimization and brand-building plus its aggressive visibility strategy paid in dividends. TMFC is receiving more trial signups for its classes and summer camps than ever. It is even expanding locations and taking on new coaches.