Firstly, one one one personal training is not dead....if it were, I wouldn't be working right now. Group training is more profitable for facilities, but there are still markets for people that like individualized attention.
Back to Steve,
I know it seems like you are wussing out your club, but it is really marketing strategy. I am not asking you to put pink curtains up and start providing towels.
You can still market the facility by simply curtailing the emphasis on "strongman". If I were you, I would put together a program targeting women to achieve strength and fat loss. Possibly use kettle-bells in your marketing (women tend to not be so timid to KBs). Secondly, if you have a female on your team, ask her to be your spokesperson. Have her become the rep for your business. Most individuals take one look at you and think they are "not fit" or "big enuff" to workout with you, so your market becomes very narrow.