Our Story

Built by operators.
Built for operators.

Second Summit exists because we watched great gyms and studios leave growth on the table — not from lack of effort, but from marketing systems that weren't built for their world. We set out to change that with a focus that runs all the way to the bone.

Start Your Climb →
Our Mission

The mountain is higher than most gyms realize.

"Climb Higher. Convert Smarter." isn't a tagline we slapped on a logo — it's the operating principle behind every campaign we build, every automation we wire, and every report we deliver.

Too many activity-based businesses compete on energy and passion alone, while the gym across town with a better marketing system quietly books more trials, converts more members, and builds a waiting list. The gap is rarely about who has the better program — it's about who has the better engine behind it.

We build that engine. And because we only work in this niche, every dollar of testing and every iteration of learning we do makes it sharper for every client we serve.

Co-founder Dan Umpa running the JFK 50 Mile ultramarathon
Co-founder Dan Umpa on the JFK 50 Mile — the oldest ultramarathon in the U.S.
The Founders

Who's behind the climb.

Second Summit was built by two people who believe that the best results come from going narrow and going deep — not from trying to be everything to everyone. We don't just preach the climb — we live it.

Dan Umpa, Co-Founder of Second Summit Marketing

Dan Umpa

Co-Founder

Dan is the rare marketer who actually runs the businesses he markets for. A U.S. Naval Academy graduate and former naval aviator, he carried that same discipline into a project-management career — he's PMP-certified — before becoming a multi-location owner-operator of activity-based gyms. That put him on the wrong side of the exact problem his clients face: a great program, an empty schedule, and no reliable way to connect the two. So he built the engine to fix it, proved it across his own locations, and rebuilt it for other gyms. An ultra-marathoner and a dad, Dan brings the same go-past-the-first-summit endurance to every account — and holds each one to the standard he holds his own floors: measurable, reproducible enrollment growth.

  • Meta Ads & paid acquisition
  • GoHighLevel CRM systems
  • Conversion funnel strategy

Stephen Saekoo

Co-Founder

Stephen leads the technical and analytical side of Second Summit — overseeing conversion tracking infrastructure, analytics stack design, and the systems integrations that tie advertising spend directly to real revenue outcomes. His background spans digital marketing operations and data-driven growth, with a particular focus on building attribution that actually holds up under scrutiny.

  • Conversion tracking & GTM/GA4
  • Analytics infrastructure
  • Brand development & positioning
Who We Serve

Activity-based businesses, full stop.

We don't take on clients outside this niche — and that discipline is exactly why our systems work. Every playbook, every automation, every ad format has been pressure-tested in this world.

Ninja Gyms Specialty activity gyms & independents
Martial Arts Karate, BJJ, MMA, and mixed-discipline studios
Gymnastics Recreational, competitive, and tumbling gyms
Fitness Studios Boutique gyms, functional fitness, CrossFit-style
Trampoline Parks Jump facilities and adventure sports venues
Youth Activity Centers Multi-discipline activity facilities and camps

Rooted in Stafford, Virginia and partnering with activity-based gyms and studios across the country.

Our Approach

How we think about growth.

Four principles that shape every engagement — from the first strategy call to the monthly reporting cadence.

Niche Over Everything

Generalists spread their expertise thin across dozens of industries and bring average outcomes to each one. We chose a different path — going deep on activity-based businesses so every insight, every test, and every system we build compounds for every client we serve.

Systems, Not Tactics

One-off campaigns produce one-off results. We build integrated systems — paid traffic, automation, website, and analytics working as a single engine — so your growth compounds month over month instead of spiking and fading.

Data Earns Its Keep

We don't report vanity metrics. Every dashboard we build ties back to booked trials, show rates, and enrollment conversions. If a number doesn't help you make a better decision, we don't track it.

Partnership, Not Vendor

We cap the number of clients we take on each quarter deliberately. When you work with Second Summit, you get the founders engaged in your account — not a junior account manager running a playbook they didn't write.

Why "Second Summit"

The second summit is always the harder one.

In mountaineering, reaching the first summit is a milestone. Reaching the second — the true peak — is the goal. Getting there requires better preparation, better systems, and the discipline to keep climbing when the view from the first one looks good enough.

That's the conversation we have with every client. Where you are now isn't bad. But there's a higher level of growth available if you're willing to build the right engine to reach it. That's what Second Summit is here for.

Apply to Work With Us →

Ready to reach the second summit?

We take on a limited number of new partners each quarter so every client gets our full attention. If your gym is ready for a real marketing engine, apply now.

Apply to Work With Us