Jim Cavale

Heather Fletcher is senior content editor with Target Marketing.

Like the arc of a kettlebell swing, Internet prospects were once at the bottom of the lead bucket for Iron Tribe Fitness. This year, that channel managed to swing to the top for the Birmingham, Ala.-based business. In February 2010, when its first gym opened, prospects used to call or walk in the front door in order to become members, says Jim Cavale, Iron Tribe's vice president of operations. "We never expected it to be literally flipped around in an opposite manner."

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