Run a Profitable Gym

The Future of CrossFit With Bruce Edwards

Thu, 11 Jun 2026 00:00:00 -0400

Big news: CrossFit is not for sale. Bruce Edwards, the new CEO made that a condition of taking the job.

At the 2026 Two-Brain Summit in Chicago, Chris Cooper sat down live on stage with Bruce for a wide-ranging conversation about the future of CrossFit.

Bruce isn’t a newcomer to CrossFit. He was an original client of Greg Glassman in the late 1990s, one of the early guinea pigs who helped shape the methodology. He later owned CrossFit Aptos, served as COO of CrossFit and has now returned as CEO with a clear mandate: Fix the perception problem, rebuild affiliate value and bring the movement back to its roots.

In this episode of “Run a Profitable Gym,” Chris asks the big questions affiliate owners are asking, and Bruce shares his honest vision for what comes next for CrossFit.

Tune in to hear a candid conversation about CrossFit’s future under Bruce’s leadership.

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0:00 - Intro

0:20 - Why Bruce almost said no to the CEO role

6:43 - CrossFit’s North Star

8:46 - The Games vs. the affiliate story

13:22 - The future of CrossFit media

15:00 - Do GLP-1s have a place in fitness?

20:25 - Bruce's stance on partnerships

28:15 - A message to de-affiliated owners

30:07 - What affiliates should do right now

The Only 3 Types of Social Media Content Gym Owners Need

Mon, 08 Jun 2026 00:00:00 -0400

This episode contains several visual examples. For the best experience, head to our YouTube channel "Run a Profitable Gym."

Get a free audit of your gym’s Instagram with our custom GPT tool: GymIG.com

If you’re a gym owner who wants to post more content but doesn’t know where to start, this episode is for you.

Many gym owners have the misconception that they simply need to post more. But getting the right mix of content actually matters more than how often you post.

Today on “Run a Profitable Gym,” Two-Brain CEO John Franklin breaks down the three types of content every gym owner needs to be posting on Instagram.

He shares real examples from gyms who are doing this well and walks through exactly how to replicate their posts.

You’ll learn how to use your gym’s Instagram page to make people like you, trust you and move closer to doing business with you.

Tune in and walk away with a simple three-post-a-week plan you can start this week.

Links

AI Gym Instagram Audit

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0:00 - Intro

0:55 - Why variety beats volume on social media

1:07 - Posts that get people to buy from you

2:43 - Social proof that actually works

7:30 - Building connection through Instagram

10:10 - Becoming a trusted voice

11:31 - Your exact weekly posting plan

Is HYROX Here to Stay? What Gym Owners Need to Know

Thu, 04 Jun 2026 00:00:00 -0400

HYROX just crossed 4,500 affiliates in North America. A year ago, that number was under 1,500.

In this episode of “Run a Profitable Gym,” Two-Brain CEO John Franklin sits down with Eric O'Neil, Head of Affiliates for HYROX (Americas), to talk about what’s driving that growth, what the best training clubs are doing differently and what’s coming next for gym owners who want to capitalize on the HYROX opportunity.

Eric explains how the affiliate program works, including the pre-sale ticket process and how HYROX markets affiliate events through their regional newsletters.

He also shares what separates the training clubs bringing 50-plus members to race day from the ones that never quite find their footing.

The conversation covers the full picture for gym owners who want to run a profitable HYROX program:

- Running sims and camps
- Adding personal training as an upsell
- Building a 365-day HYROX calendar around local race weekends
- Tapping into the massive pool of non-members who show up to these events

Eric also addresses the elephant in the room: Is HYROX here to stay, and how should gym owners think about the investment?

If you’re HYROX-curious or already affiliated and want to get more out of it, this episode is worth your time.

Get the full toolkit for generating ROI from HYROX affiliation via the link below.

Links

HYROX Toolkit

Gym Owners United

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0:00 - Intro

0:40 - HYROX affiliation growth

6:00 - HYROX trends in Europe and the Americas

12:37 - How the pre-sale ticket process works

14:32 - Sims, camps and monetizing events

21:56 - Youth HYROX

35:50 - Building a 365-day HYROX calendar

44:34 - Is HYROX here to stay?

This ONE Gym Instagram Mistake Is Costing You Leads (& How To Fix It)

Mon, 01 Jun 2026 00:00:00 -0400

This episode contains several visual examples. For the best experience, head to our YouTube channel "Run a Profitable Gym."

Is your gym’s Instagram actually getting you members? Or just likes?

In this episode of “Run a Profitable Gym,” Two-Brain CEO John Franklin reveals the five Instagram mistakes gym owners make that silently kill their lead flow.

Then he shows you exactly how to fix them. And fixing just ONE can completely transform your business.

John walks through each mistake with real examples from gyms that are getting it wrong and gyms that are getting it right—including a breakdown of one of the best gym Instagram pages in the business and why it works so well.

One gym got 50 million views on a single post, but zero clients from it. Don't make the same mistake.

If your Instagram isn’t converting leads, watch this episode and then get an instant audit of your page at GymIG.com.

Links

AI Gym Instagram Audit

Gym Owners United

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0:00 - Intro

0:43 - Mistake 1: No pin post sequence

4:04 - Mistake 2: No conversion content

8:35 - Mistake 3: Only posting, never talking

13:08 - Mistake 4: No personality

16:06 - Mistake 5: Chasing vanity metrics

How to Run Gym Ads That Actually Work in 2026

Thu, 28 May 2026 00:00:00 -0400

Struggling with paid ads for your gym? Here's what's actually working in 2026.

Today on “Run a Profitable Gym,” Two-Brain CEO John Franklin sits down with Colm O'Reilly, Two-Brain's paid ads specialist, for a tactical breakdown of everything gym owners need to know about Facebook and Instagram ads right now.

In this episode, Colm covers the real numbers behind paid gym ads: what you should expect to pay per lead, what a client actually costs to acquire and how to know if your ads are profitable.

John and Colm explain why ads amplify your other marketing funnels and how Meta's Andromeda update changed the ads game.

Colm introduces a simple “BUT” formula for writing ad copy that speaks directly to your ideal client's goals and objections and breaks down campaign structure for both beginners and advanced gym owners.

The pair also discuss what to say on that first phone call, how to handle the pricing question and how to keep cold leads warm for months after they first clicked.

Watch this episode and walk away with a clear starting point for running profitable gym ads in 2026.

Links

Gym Owners United

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0:00 - Intro

2:51 - Ad math and budgeting basics

7:39 - What to expect from your ad spend

10:34 - The Andromeda update and creative strategy

13:03 - The “BUT” framework for ad copy

15:57 - Campaign structure for gym owners

22:15 - Lead ads vs. landing pages

24:13 - Lead nurture and what to say on the phone

32:24 - Troubleshooting ads that aren't working

34:01 - Should you hire an ad agency?

The Simple Paid Ads System That Gets Gym Owners More Leads

Mon, 25 May 2026 00:00:00 -0400

Paid ads have changed. Here’s what gym owners need to know to make them work in 2026.

In this episode of “Run a Profitable Gym,” Two-Brain CEO John Franklin and founder Chris Cooper close out Marketing May with the paid ads funnel.

You build this funnel last because it’s the one that amplifies everything else.

John explains why the old ads playbook is dead—Meta’s Andromeda update changed how ads are targeted and delivered—and what that means for gym owners.

Chris and John share why gym owners need to know how to run their own ads and understand their ad math, rather than just outsource to an ad agency.

They walk through exactly how to create an effective ad campaign and even deliver two clear action steps to help you get started: one for gym owners who have never run an ad, and one for gym owners who are already running them and want better results.

This is episode 4 of 4 in the Marketing May series. If you missed the previous funnels, check them out via the links below.

Links

The Referral Funnel

The Social Funnel

The Content Funnel

Gym Owners United

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0:00 - Intro

1:31 - Media buying is dead

5:56 - The 5-1-30 post

10:10 - How to generate content ideas

15:40 - Campaign structure & tracking

18:28 - Your action steps

A Week of Gym Content in 30 Minutes With AI

Thu, 21 May 2026 00:00:00 -0400

No time to make content for your gym? Not anymore.

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper walks you through the exact system he uses to turn one idea into a full week of content in 30 minutes with AI.

Chris demos the entire workflow live, starting with a brain dump audio recording answering a question that came up naturally in his gym.

Then he uploads the audio and transcript into Claude with a prompt that generates a week’s worth of content:

- A podcast script
- A blog post
- An email newsletter blurb
- Five Instagram carousel slides
- A YouTube description and thumbnail

For gym owners who want to go further, Chris also shows the AI stack he uses to create fully polished and edited video content for YouTube and short-form reels.

After this episode, you’ll have the system and tools you need to create consistent content every week.

Links

Gym Owners United

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0:00 - Intro

4:17 - Brain dump & QuickCast

5:34 - Claude workflow

10:25 - Podcast distribution

18:27 - Descript AI video editor

26:12 - Reels with OpusClip

The Content Strategy That Gets Gym Clients

Mon, 18 May 2026 00:00:00 -0400

Chris Cooper has been publishing content since 1998. It got him fired from one job—but it also built all of his businesses.

In this episode of “Run a Profitable Gym,” Two-Brain CEO John Franklin and founder Chris Cooper give gym owners a step-by-step content system that builds trust, brings in leads and keeps working long after you hit publish.

Chris shares his personal content creation process: how he plans everything during his 25-minute drive to work and then spends another 10 minutes producing the content with AI.

He also explains why AI search is changing the game, with 30 to 40% of your audience searching for your gym using tools like ChatGPT.

The pair also share the four principles your content should follow to get results: local, helpful, shareable and authority-building.

You’ll see real examples of the kind of content that works and walk away with a clear starting point for your gym’s content strategy.

This is episode 3 of 4 in the Marketing May series. Next week: the paid ads funnel.

If you missed the previous funnels, check them out via the links below.

Links

The Social Funnel

The Referral Funnel

Gym Owners United

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2:35 - Content vs. social media

3:43 - The content playbook

9:40 - Distributing content

13:40 - Where AI comes in

16:14 - Your action steps

Turn Your Gym's Social Media Into a Lead Generation Machine

Thu, 14 May 2026 00:00:00 -0400

The average gym gets 28.9% of its leads from social media.

Most gym owners leave them on the table by posting the wrong things—or worse, nothing at all.

Today, Two-Brain CEO John Franklin walks through a simple social media system gym owners can use to get more prospects onto their page and convert them into paying members.

He gives you side-by-side comparisons of real gyms’ pages, showing you what attracts leads and what doesn’t.

He also presents examples of gym owners who are crushing it on social right now, such as:

- Joseph Strada, who built an audience by leaning into his love of White Monster.
- Anthony Wu, who gets one to two new small group clients from social every month with under 100 followers.
- Elvis Fisher, whose fun karaoke video became a magnet for new members.

Plus, he hands you DM scripts for starting conversations with new followers, re-engaging old members and turning comments into clients.

Watch this episode and walk away with a clear posting plan, real examples to model and word-for-word scripts to start generating more gym leads from social media today.

Links

Gym Owners United

Book a Call

3:14 - Convert leads from social

5:47 - Create social proof

9:58 - Make prospects like you

12:57 - Build authority

14:27 - 3x5 story method

The Only Social Media Strategy Gym Owners Need

Mon, 11 May 2026 00:00:00 -0400

Tune in to get the exact plan for what to post on social media to grow your gym.

Today on “Run a Profitable Gym,” Two-Brain CEO John Franklin and founder Chris Cooper walk through the social media system that turns lurkers into paying members.

They lay out the big three content types every gym owner should be posting:

- Conversion content that moves prospects closer to buying.
- Connection content that makes people like and trust you before they ever walk through the door.
- Value content that helps your community solve real problems for free.

They break down each type with examples from real gym owners, and they present tactical steps you can take to start creating better gym social content today.

The pair also tackle one of the most underused tools in gym marketing: sell by chat (having real conversations with real people who interact with your social media).

You’ll walk away with a simple weekly posting strategy you can actually stick to.

This is episode 2 of 4 in the Marketing May series. Next week: the content funnel.

If you missed last week’s episode on referrals, check it via the link below.

Links

The Referral Funnel

Gym Owners United

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0:37 - People buy from people

2:17 - 3 types of content

15:18 - Story strategy

19:24 - Sell by chat (DM)

22:31 - Your action steps

The Secret Question That Unlocks Gym Growth: How Many Clients Can You Keep?

Thu, 07 May 2026 00:00:00 -0400

Does your gym really need more clients? What if you just kept current members longer?

In this episode of "Run a Profitable Gym," host Mike Warkentin sits down with Two-Brain mentor Brian Foley, whose gym Activate has over 360 clients and 27-month average length of engagement.

Brian walks through the full retention system that makes his client count possible, starting with marketing to the right avatar and running a No Sweat Intro that filters for fit.

He explains how his team uses a weekly review to identify at-risk clients before they consider canceling, as well as automated check-ins to keep individual goals front and center in a large gym.

You’ll also hear about his top client acquisition strategy—quarterly bring-a-friend events that add 40 to 50 new members per year at virtually no cost—and how referrals, organic social media and a modest ad spend work together to keep his pipeline full.

If you're tired of "filling a leaky bucket," watch this episode and learn how to increase your client count by building a gym no one wants to leave.

Links

Gym Owners United

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1:22 - How to retain clients

13:46 - Client management systems

18:35 - New client referrals

24:23 - Where paid ads come in

27:05 - Why work with a mentor?

How to Get More Referrals for Your Gym

Mon, 04 May 2026 00:00:00 -0400

Your best clients already know your next best clients. Here’s how to find them.

In this episode of “Run a Profitable Gym,” Two-Brain CEO John Franklin and founder Chris Cooper kick off Marketing May with the most underused growth tool in the fitness business: referrals.

Referrals are free, they get results faster than any ad campaign, and most gym owners are leaving them on the table every single day.

John and Chris walk through the seed client exercise, a simple process to identify your best clients and find more people just like them.

Chris shares three questions to ask seed clients over coffee to sharpen your offerings and open the door to referrals without feeling pushy, plus how to use goal reviews with all clients every 90 days to increase retention and referrals.

The pair also lay out a full playbook for in-gym and out-of-gym events that bring non-members through your doors and turn them into paying clients.

Subscribe and follow along all month. Every week in May, we’re breaking down one of the four funnels you need to grow your gym. Next up: social media.

Links

Gym Owners United

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0:50 - Why referrals first?

2:10 - Seed client exercise

9:21 - Goal review process

15:58 - Internal and external events

21:05 - Your actions steps

Bruce Edwards Is the New CrossFit CEO: Chris Cooper's Reaction

Wed, 29 Apr 2026 13:00:00 -0400

Bruce Edwards just became CEO of CrossFit. Two-Brain founder Chris Cooper thinks it’s the right call, and he has a very personal reason for saying so:

Bruce fired him. Personally.

In this episode of “Run a Profitable Gym,” Two-Brain CEO John Franklin sits down with Chris for an unfiltered reaction to the April 28, 2026, appointment, following Don Faul’s resignation in March.

In 2018, when Bruce trimmed the CrossFit Media team, Chris learned everything he needed to know about the kind of leader Bruce is.

“Bruce could have delegated the job. He didn’t,” Chris said. “He picked up the phone himself and did the hard thing the right way—head-on, with clarity and respect.”

Chris explains exactly why Bruce is the right person for this moment, from his time as CrossFit’s COO during the brand’s biggest growth phase to his experience as a CrossFit affiliate co-owner himself.

He also traces Bruce’s career since CrossFit—leading growth at In-Shape Health Clubs, barre3 and one of the largest Planet Fitness franchise groups in the country—and says that experience makes him even more qualified for the job.

Chris opens up about why he quietly ended his own affiliation in 2022 after 14 years, what it would take to bring him back, and the three signs he’ll be watching for in the next year to know whether the ship is actually turning around.

Then Chris and John tackle the bigger questions: why affiliate counts keep declining, how Greg Glassman fits into this transition and what Bruce needs to do first to rebuild trust with the affiliate community.

Links

Gym Owners United

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0:55 - Why Chris left CrossFit in 2022

5:26 - Bruce’s role in CrossFit’s growth

7:29 - Bruce’s post-CrossFit career

9:46 - Why affiliate counts keep declining

18:42 - What’s sacred and what has to change

27:48 - Chris' message to affiliates

29:36 - How Greg Glassman fits in

How to Get 300+ Gym Clients: Marketing & Retention That Works

Mon, 27 Apr 2026 00:00:00 -0400

How do the best gyms in the world scale to 300, 400 or even 450 clients without burning out or sacrificing quality?

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper presents the leaderboard for client headcount in coaching gyms and reveals what separates these businesses from the ones stuck at 100-150 clients.

The Top 10 gyms in Two-Brain have cracked the code: strong systems, outstanding coaching, community-first decisions and retention strategies that keep clients for years.

To provide more insight, Chris shares quotes directly from the mentors who work with these gym owners to maximize results.

Tune in to hear the exact tactics used by these world-class fitness entrepreneurs, such as adding high-value programs (Hyrox is a great one right now), running bring-a-friend events and asking for referrals during Goal Review Sessions.

Links

Gym Owners United

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0:01 - Intro

3:04 - The Top 10

4:09 - The leaders’ strategies

6:40 - Exactly what to do

9:24 - Success vs. failure

She Made $6K in 60 Days With 1 Hyrox Class Per Week

Thu, 23 Apr 2026 00:00:00 -0400

Gym owner Lauren DiSessa’s weekly HYROX class has generated $6,000 in revenue in just two months, and she’s not even charging members extra for it.

How’d she do it? Two-Brain CEO John Franklin gets the full scoop from Lauren today on “Run a Profitable Gym.”

Lauren walks through her V1 mistakes—treating HYROX as an afterthought with no real launch strategy—and explains what she did differently the second time around: a high-energy open house that drew 40 people, 70% of whom were non-members who paid to train at her gym.

She breaks down her pricing structure for drop-ins, class packs and full race simulations, and reveals the three things every gym owner needs to launch HYROX successfully:

1. Someone genuinely passionate about the sport
2. A dedicated class time that gives the program its own identity
3. The right equipment to attract serious athletes.

Lauren also shares how the program is pulling in a steady stream of prospects every single week and why even converting just one or two of them into full members each month is a bigger deal than it sounds.

Tune in to find out how a single Saturday morning class is quickly becoming one of the smartest revenue moves Lauren has ever made.

Then get "The Complete Guide to HYROX Affiliation for Gym Owners" in Gym Owners United, linked below.

Links

Gym Owners United

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0:56 - Gym overview

7:52 - Adding HYROX

16:33 - Open house results

20:37 - Pricing structure

29:46 - Keys to success

Should Your Gym Become a HYROX Affiliate?

Mon, 20 Apr 2026 00:00:00 -0400

Are you sleeping on HYROX? That's a mistake.

In this episode, Two-Brain CEO John Franklin and founder Chris Cooper discuss the hottest thing in fitness right now: HYROX.

John, fresh off a race in Miami Beach, had nothing but praise for the event, and Chris Cooper suggests the races give your members a reason to keep training and way to find success and smiles outside the gym.

The best part? HYROX affiliation fees for gyms are low—about US$150 a month—so it's easy to get huge ROI, if you have a plan.

No plan? No ROI. Solid plan? Huge ROI is possible.

For example, one Two-Brain gym generates $12,500 a month in HYROX revenue, and another added $100,000 in annual revenue just by setting up two HYROX training sessions a week.

Chris and John dig into the details to help you determine if a HYROX program is right for your gym, even if you're a CrossFit affiliate. Newsflash: CrossFit gyms don't need to be scared of HYROX; the program is complementary.

Check out this discussion, and if you want to take the next step, "The Complete Guide to HYROX Affiliation for Gym Owners" is available if you DM Chris Cooper through our Gym Owners United group, linked below.

Links

Gym Owners United

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0:29 - Why is HYROX working?

4:02 - The opportunity

5:48 - Should CrossFit gyms be afraid?

8:05 - How to get ROI

15:48 - Marketing, selling, retaining

The Alumni Whisperer: How to Win Back Old Gym Members

Thu, 16 Apr 2026 00:00:00 -0400

Most gyms treat old members as if they’re gone forever—but Xtra Mile Fitness brought back 36 departed clients in one year.

In this episode of “Run a Profitable Gym,” Corey Lewis (owner of Xtra Mile Fitness) reveals how he reactivated 36 alumni—comprising nearly 40% of his “new” members—last year.

Corey’s philosophy: The client journey doesn’t end when someone leaves your gym.

To help you reacquire members, he lays out fundamental exit practices every gym should implement: exit goal reviews, thank you postcards and 90-day follow-up texts.

He also shares more advanced tactics for winning old members back, including social media engagement, video texts and coffee meetings.

Corey never “pitches” to alumni. He leads with a "help first" mentality and checks in genuinely. The resale happens naturally when the person is ready.

Tune in to get Corey’s complete system for reactivating former gym members, then implement it in your gym!

Links

Gym Owners United

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0:00 - 36 returning members

2:44 - Exit goal reviews

6:22 - Postcard follow-ups

9:03 - Social media engagement

13:13 - Why this works

The Future Is Niche: Specialization for the Win in Your Gym Biz

Mon, 13 Apr 2026 00:00:00 -0400

The future belongs to gyms that specialize.

The data proves it: Small group training has a 7% higher profit margin than large group training, and length of engagement in niche gyms is double the industry average.

Today on “Run a Profitable Gym,” Chris Cooper lays out how niching down will transform your gym. Yes, you can find and own a niche without kicking out existing clients.

When you niche down, everything gets easier: Marketing becomes crystal clear, referrals become automatic, your schedule shrinks, facility costs drop, staffing simplifies, and retention skyrockets.

Generic “fitness for everyone” gyms compete on price and lose. Specialized gyms charge premium rates and win.

Stop trying to be everything to everyone. Find your people and serve them exceptionally well.

Links

Gym Owners United

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0:01 - Intro

0:40 - The industry right now

5:25 - Why niche down?

8:39 - How to find your niche

18:37 - What isn’t a niche?

How to Buy a Gym Step by Step

Thu, 09 Apr 2026 00:00:00 -0400

Buying a gym can be one of the best business decisions you’ll ever make or one of the most expensive mistakes of your life.

In this episode of “Run a Profitable Gym,” Two-Brain Business CEO John Franklin and attorney Matthew Becker of Gym Lawyers PLLC walk you through exactly how to buy a gym without overpaying, buying a disaster or landing on legal landmines.

Matthew has handled over $50 million in gym transactions, and John has personally bought and sold five gyms in New York City.

In this step-by-step training, the pair break down:

The formula for valuing a gym.
Factors that impact the valuation.
How to define and find the gym you’re looking for.
The legal process for buying a gym.
Options for financing a gym purchase.

Before you commit to a buy, check out this show and make sure you're setting yourself up for long-term success in the fitness industry.

Links

Free valuation calculator: "How to Buy a Gym"

"How to Value a Gym: SDE, Multiples and What a Gym Is Actually Worth"

Book a Call

Gym Lawyers Consultation

2:41 - How to value a gym

17:14 - Define your “buy box”

18:55 - The search

22:12 - Legal and financing

36:43 - The full playbook

Gym Owner Burnout Is Real: Here's How to Deal

Mon, 06 Apr 2026 00:00:00 -0400

If you burn out, your gym dies. That’s why taking care of your mental health is the best business decision you can make.

In this episode of “Run a Profitable Gym,” Chris Cooper explains why burnout happens to gym owners and how to prevent it.

If you pour your energy into clients all day, manage staff, call leads, clean bathrooms and run your business, then go home and scrape the bottom of the bowl for whatever’s left for your family, you'll eventually run out of gas.

Your clients will know exactly when that happens. And they'll walk out.

Chris shares six practical strategies for improving your mental health before you burn out, including setting boundaries, finding someone to talk to and systemizing your business.

You can’t sell your clients energy if you don’t have it. Tune in to learn how to keep your cup full—and your gym alive.

Connect with gym owners just like you at the Two-Brain Summit. Get tickets via the link below!

Links

Two-Brain Summit Tickets

Gym Owners United

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1:46 - What we’re really selling

6:18 - The money problem

9:29 - Mental health strategies 1-3

15:37 - Mental health strategies 4-6

21:35 - The Two-Brain Summit

Coop's Comfort Zone Challenge: How to Deal With Big Biz Changes

Thu, 02 Apr 2026 00:00:00 -0400

Most gym owners stay stuck because of fear. Fear of failure. Fear of confrontation. Fear of making things worse.

But here’s what Chris Cooper learned after 15 years of mentoring gym owners: The only thing stronger than fear is love.

You have to love the local people who need your help more than you fear publishing that Instagram post. You have to love your family enough to fire that coach who’s hurting your gym.

Today on “Run a Profitable Gym,” Chris presents gym owners with a challenge: Expand your comfort zone.

Coop gives you 10 difficult scenarios to choose from and a simple four-day process for practicing them until they become easy:

Day 1: Practice the uncomfortable task in a mirror
Day 2: Practice with a supportive friend or spouse
Day 3: Practice with your mentor
Day 4: Do it for real

Your comfort zone is like a muscle. When you exercise it, it gets bigger—and you become more capable of making the changes your business needs.

To get the free Comfort Zone Challenge worksheet, DM Chris in Gym Owners United, linked below.

Links

Gym Owners United

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0:01 - Intro

1:57 - How to change

3:27 - Do you care enough?

11:01 - Comfort Zone Challenge

15:09 - Which gym owners succeed?

Two-Brain Summit 2026: 2 Days, 16 Speakers, Unlimited ROI

Mon, 30 Mar 2026 00:00:00 -0400

The Two-Brain Summit is back for its 10th year this June in Chicago, and it’s bigger than ever before!

Get your tickets via the link below and make June 6-7 the most valuable weekend of your entire year.

Headlining the owners side, bestselling author Mike Michalowicz will teach you how to stand out and attract the right customers to your gym. You’ll also hear from fitness business experts such as:

- Matt Souza of “The Sevan Podcast” and “Souza’s Show”
- Street Parking co-founders Miranda and Julian Alcaraz
- Rick Mayo, founder of Alloy Personal Training (1992)

And while you’re leveling up as a gym owner, your coaches will be honing their skills with some of the best in the industry, including:

- HWPO’s Michele Letendre, CrossFit Games coach and former athlete
- Power Monkey’s Dave Durante (gymnastics) and Chad Vaughn (weightlifting), both former elite athletes
- Bill Parisi, fascia expert and founder of Parisi Speed School

Tune in as Chris Cooper presents the full lineup and shares exactly what gym owners and coaches will be working on at the world's biggest gym business conference.

Then, use the link below to get your tickets before prices go up on Apr. 1.

Links

Two-Brain Summit Tickets

Gym Owners United

Book a Call

0:01 - Intro

2:16 - Saturday lineup: Owners

9:18 - Saturday lineup: Coaches

11:50 - Sunday lineup: Owners

18:30 - Sunday lineup: Coaches

Exactly How to Sell Personal Training in a CrossFit Gym

Thu, 26 Mar 2026 00:00:00 -0400

For almost a decade, CrossFit affiliate owners followed a misguided mantra:

"CrossFit is done in big groups only."

In 2026, we know this is false. CrossFit is an incredible tool you can use to get clients fit, and you can deliver coaching one on one, in semi-private groups, in small groups and in big groups. The more individual attention a client receives, the higher the rate.

That's critical: High-value services such as PT help CrossFit gyms dramatically increase average revenue per member (ARM). Back in the day, ARM scores of $100-$150 were common, and many gym owners struggled to make a profit.

Now, with PT sales and group-plus-PT "hybrid packages," CrossFit gyms can push ARM north of $200.

Chris Vasseur of Bionic CrossFit is the proof: His ARM is $400+ on the strength of PT sales.

The best part: Vasseur doesn't get slimy to sell PT. He just tells people exactly how to accomplish their goals.

"Want to be able to link 20 double-unders? I can teach you. Let's book a one-on-one slot next week."

It's that simple.

Tune in as host Mike Warkentin gets all the details from a CrossFit affiliate owner who uses real talk and a desire to help to sell lots of PT.

Links

"Help First" by Chris Cooper

Affinity Marketing: How to Get Clients Fast

Gym Owners United

Book a Call

0:01 - Intro

0:45 - Who needs more help?

5:29 - PT rates

7:56 - Selling PT

13:30 - New PT clients

16:31 - ARM boosters

Top Tactics From Gyms Earning $400+ Per Member Per Month

Mon, 23 Mar 2026 00:00:00 -0400

What if every one of your clients paid $400 or more per month?

You probably wouldn't need more clients, staff, equipment or space, right?

In this episode of "Run a Profitable Gym," Two-Brain founder Chris Cooper shows exactly how 10 top gym owners have solved the "need more clients" problem by earning world-class revenue from existing clients.

In short, they price coaching services correctly and deliver monster value with premium services such as personal training, small group personal training, semi-private training and nutrition/habits coaching.

These high-value members get results, so they stay longer and refer friends, creating a very profitable business model.

Coop's got key details from our leaders, plus expert perspective to help you drive up average revenue per member in your gym.

Your first target: $205. If you hit that—use Coop's tips!—you can earn $100,000 per year with just 150 members.

Links

Gym Owners United

Book a Call

0:01 - Intro

4:03 - Leaderboard reveal

6:18 - How they increased ARM

7:50 - Focusing on high-value clients

9:50 - Starting a gym with Two-Brain

The Referral System That Keeps This Gym Full With $0 Ad Spend

Thu, 19 Mar 2026 00:00:00 -0400

In this episode of "Run a Profitable Gym," fitness entrepreneur Daniel Purington reveals the system that produced these world-class stats at Woodslawn Fitness in Oregon:

170 members
$350 average revenue per member
36-month length of engagement

Daniel serves his members in just 2,000 square feet of space and has capped membership: He accepts just four new members per month.

To acquire the clients he needs to say at his cap, he doesn't run lead ads.

Instead, he uses a clever Affinity Marketing tactic to "replicate" his existing clients: Daniel hosts "retention events" for current members and encourages them to bring their friends and family to the barbecue.

Daniel and host Mike Warkentin dig deep into the affinity plan at Woodslawn to offer up tips to help you earn more hot leads and high-value clients without spending a dollar on ads.

Listen, then plan your own retention-boosting event infused with a clever dose of marketing.

Links

Two-Brain Summit

Gym Owners United

Book a Call

0:01 - Intro

2:51 - Affinity marketing process

6:40 - “Seeding” Google reviews

8:56 - Tracking and annual events plan

19:30 - Dan’s ARM and LEG

23:55 - What to do first

How to Find Your Next 10 Clients Without Paying a Dime

Mon, 16 Mar 2026 00:00:00 -0400

When gym owners need more clients, most jump straight to ads, social media or complicated marketing campaigns.

Another path will produce much better results faster.

In this episode, Two-Brain founder Chris Cooper shares the zero-cost strategy he used to fill a new program at his gym in less than a week: affinity marketing.

Instead of chasing cold leads, use affinity marketing to leverage your best clients' connections: their family, friends and coworkers.

Chris explains how to organize your outreach with an Affinity Marketing Cheat Sheet, run goal reviews that naturally lead to referrals and follow up so conversations actually turn into clients.

Chris' personal results: One text produced 16 clients.

Don’t wait and hope members will refer their friends. Tune in and learn how to build a referral funnel that constantly produces hot leads and high-value clients.

Download the Affinity Marketing Cheat Sheet and other free lead-generation resources via the link below.

Links

Affinity Marketing Cheat Sheet

Gym Owners United

Book a Call

0:01 - Intro

3:48 - The marketing bull’s-eye

6:37 - Affinity Marketing Cheat Sheet

8:49 - Goal review process

14:07 - Follow-up script

Don’t Hire a Gym Business Mentor Until You Listen to This

Thu, 12 Mar 2026 00:00:00 -0400

Many gym owners hire the wrong mentor for the wrong reasons.

They pick the cheapest option or someone who “really cares.” But "cheap" doesn't mean "effective" and caring isn’t enough.

You need results when you invest in mentorship.

Today on “Run a Profitable Gym,” Chris Cooper walks you through the Mentor Match exercise, a step-by-step process for identifying exactly the right mentor for you.

The exercise reveals which coaching styles have actually worked for you in the past: Some people respond to drill sergeants, while others need questioners or explainers.

The key is finding the style that matches your personality.

Chris also covers the three non-negotiables when choosing a mentor: They’ve done what you want to do, they’re objective (not just supportive), and the investment is uncomfortable enough to ensure you do the work.

Every coach needs a coach. Use the Mentor Match exercise to find the right fit.

Download the free Mentor Match worksheet in Gym Owners United, linked below.

Links

Gym Owners United

Book a Call

1:45 - Mentor Match exercise

13:01 - Find the expert

16:17 - Non-negotiables

19:48 - Do your due diligence

20:51 - A reality check

What's the Real Reason Your Gym Isn’t Growing?

Mon, 09 Mar 2026 00:00:00 -0400

You have access to endless knowledge and resources, but you can’t seem to put it all together and fix your gym. Why?

In this episode of “Run a Profitable Gym,” Chris Cooper walks you through the mind of a mentor—showing you exactly how they diagnose problems, prioritize solutions and guide gym owners step by step.

He reveals the three reasons gym owners need more money:

- Expenses are too high.
- Number of clients is too low.
- Average revenue per member (ARM) is too low.

Many gym owners say, “I need more leads,” but that’s rarely the real issue. Chris maps out the actual problem-solving process so you can identify your biggest priority.

He explains how to get more clients, increase retention and earn more per member.

You don’t need more knowledge to grow your gym; you need clarity and a step-by-step plan.

Links

Gym Owners United

Book a Call

3:24 - Earn more per member

8:44 - More clients, longer retention

16:51 - Understand your lead funnel

24:43 - The four marketing funnels

33:18 - Make time to grow your gym

More Leads in 60 Minutes: He Found the Leaks Most Gym Owners Miss

Thu, 05 Mar 2026 00:00:00 -0500

Don’t let potential members slip away! Get the free “1-Hour Marketing Audit for Gym Owners” here.

Joe Rouse ran Two-Brain's “1-Hour Marketing Audit” on his gym and uncovered gaps in his funnels—even after 12 years in business.

In this episode of “Run a Profitable Gym,” Mike Warkentin sits down with Joe, owner of Breakaway Fitness & Performance, to find out what he discovered using Chris Cooper’s free marketing audit guide.

Joe thought his funnels were dialed in. The audit proved him mostly right: His lead follow-up, Google Business profile and website all earned top scores.

But the audit also revealed a few critical gaps: His social media posting schedule wasn’t being followed consistently, and his sales process needed better documentation for staff handoff.

In under an hour, Joe walked away with a clear action plan to improve his lead generation and sales—so no more potential members slip through the cracks.

Even experienced gym owners find problems when they audit their marketing. Joe plans to use this guide quarterly to keep his funnels and his sales process running smoothly.

Get the free 26-page guide via the link below and fix your gym’s marketing funnel today!

Links

1-Hour Marketing Audit for Gym Owners

Gym Owners United

Book a Call

2:12 - No. 1 audit discovery

5:08 - What he’s doing right

8:33 - Getting recommended by AI

12:48 - Post-audit action plan

15:40 - Sales process improvements

The 1-Hour Marketing Audit for Gym Owners

Mon, 02 Mar 2026 00:00:00 -0500

Your gym is leaking leads. But you can fix it in 60 minutes with this marketing audit.

Get a free copy of the 26-page audit workbook here.

In this episode of “Run a Profitable Gym,” Chris Cooper walks you through a complete one-hour audit of your gym’s marketing funnel—from lead generation to closing sales.

He demonstrates the audit live with his own gym, Catalyst, revealing every problem he finds along the way.

The audit covers four critical parts of the marketing funnel:

Lead generation: Can prospects find you?
Lead capture: Can they reach you?
Lead nurture: Do you follow up?
Appointments and closing: Is there a path forward?

Most gym owners think they need more leads. In reality, they’re often getting enough leads but losing them because follow-up is poor, calls to action are unclear or sales processes are weak.

Fix the leaks before pouring more water into the funnel.

Tune in to find out what to look for and how to prioritize fixes. Just one hour of focused work can help you recover thousands of dollars of lost gym revenue.

Get your free copy of the “The 1-Hour Marketing Audit for Gym Owners” via the link below.

Links

1-Hour Marketing Audit for Gym Owners

Gym Owners United

Book a Call

0:01 - Intro

2:26 - Part 1: Lead Generation

15:56 - Part 2: Lead Capture

28:05 - Part 3: Lead Nurture

38:21 - Part 4: Appointment and Close

49:40 - Results

From $0 to $16K Months: How This Gym Owner Became a Top Earner

Thu, 26 Feb 2026 00:00:00 -0500

The median gym owner brings home $61,000 per year, but the owners on Two-Brain’s latest leaderboard earn between $189,000 and $357,000 annually. What’s the difference?

In this episode, Mike Warkentin sits down with top earner Ryan McStockard to find out exactly how he secured his spot on the leaderboard.

In 2020, Ryan took zero income in some months just to keep the gym alive. Then, in 2021, he invested in Two-Brain mentorship and rebuilt everything.

Now he consistently earns over $16,000 per month from his gym.

His biggest wins came from adding high-value services, such as personal training, and focusing on improving the client journey: Personal training makes up 34% of his revenue, and his clients stick around for a whopping 42 months on average.

As a Two-Brain mentor, Ryan now helps other gym owners replicate his success.

He’s also in the Tinker Mastermind, where he’s focused on maximizing his income and his lifestyle. His primary goal today is simply “to not miss family dinners.”

Interested in becoming a Tinker? Email Joleen Bingham (leader of Tinker North America) or Lisa Palmer (leader of Tinker Europe) to learn more: joleen.bingham@twobrainbusiness.com or lisa.palmer@twobrainbusiness.com

Links

Gym Owners United

Book a Call

1:07 - Gym overview & low point

5:02 - Revenue breakdown

7:24 - Finding Two-Brain

20:52 - Additions to Ryan’s NOB

31:13 - Retention secret

What the Highest-Paid Gym Owners Take Home Each Month

Mon, 23 Feb 2026 00:00:00 -0500

The top gym owner on Two-Brain’s leaderboard takes home $29,767 per month. That’s $357,204 per year from a single gym location.

In this episode of “Run a Profitable Gym,” Chris Cooper reveals the Top 10 net owner benefit (NOB) leaderboard—showing exactly what elite gym owners actually take home each month.

What sets these owners apart? Chris shares their top tactics, such as nurturing leads, selling high-value coaching services and focusing relentlessly on doing the basics better.

Other common tips include using Two-Brain's Prescriptive Model and knowing your data.

One owner said: “Increasing my NOB has been a goal for the last three years. Every month I've been finding small ways to do that—adding semi-private training, training staff to take on lower value tasks and talking to other similar owners in Two-Brain.”

Tune in to hear exactly how these gym owners earn consistent, sustainable incomes so they can make an impact, make a profit and make it home for dinner.

Ready to start your path to the leaderboard? Use the link below to book a call!

Links

Gym Owners United

Book a Call

1:29 - Why NOB matters

3:21 - The leaderboard revealed

5:33 - Annual projections

6:13 - What they actually do

8:21 - The boring secret

70+ Millionaire Gym Owners: Inside Two-Brain's Tinker Mastermind

Thu, 19 Feb 2026 00:00:00 -0500

When your gym is stable and the fires are out, what's next?

Two-Brain’s Tinker Mastermind provides an elite level of mentorship for gym owners who are ready to build wealth, scale their businesses, learn to lead and create lasting legacies.

This is the fun part of entrepreneurship—the part where you have choices: build investment portfolios, acquire real estate, franchise your concept, create new businesses or simply pick your kids up from school every day. The possibilities are endless.

In this episode of “Run a Profitable Gym,” Mike Warkentin sits down with Tinker leaders Joleen Bingham and Lisa Palmer to find out exactly what the program is and who it’s for.

Tinker-level gym owners have reliable cash flow, available time and a growth mindset. They focus on four main pillars to build their Perfect Day: lifestyle, wealth, scaling and leadership.

Tinkers join weekly breakout calls with elite entrepreneurs from around the world and attend quarterly in-person meetups in places such as Florida, Arizona, Portugal and Ireland.

The results speak for themselves: Two-Brain has certified over 70 millionaire gym owners through Tinker, with 17 certified in the last year alone.

One Canadian Tinker took home $300,000 in net owner benefit, became a certified millionaire, invested in three syndications and opened a second gym that's hitting $30,000-$35,000 months. A U.K. Tinker spent three months in South Africa with his family while his gym ran without him.

Are you Tinker ready? Email Joleen (North America) or Lisa (Europe) to find out: joleen.bingham@twobrainbusiness.com or lisa.palmer@twobrainbusiness.com

Links

Gym Owners United

Book a Call

0:44 - Who is Tinker for?

5:10 - Problems Tinker solves

11:59 - Tinker program structure

21:40 - Tinker Toolkit preview

23:47 - 70+ millionaire gym owners

How to Find and Hire Great Coaches (Personality Assessment Included!)

Mon, 16 Feb 2026 00:00:00 -0500

Stop trying to clone yourself when you hire coaches.

Today on “Run a Profitable Gym,” Two-Brain founder Chris Cooper explains why hiring for personality and training for skill is the smartest path to building a team that lasts.

Most gym owners hire based on certifications and technical knowledge. Then they micromanage every rep, correct every cue and watch their coaches burn out within two years.

But clients don’t care about perfect squat mechanics; they care about how they feel when they walk through the door.

Coop explains where to find coaches with great personalities and also provides a 10-question personality assessment you can use on potential hires.

Before you start looking for coaches, take the assessment yourself. If your score reveals you’re burned out, use the strategies from this episode to deal with that first.

The key takeaway: Hire people who light up when they’re around others. Then teach them the technical stuff.

DM Coop through Gym Owners United to get his free Energy and Attitude Assessment—link below.

Links

Gym Owners United

Book a Call

0:01 - Intro

2:52 - Where to find potential coaches

8:06 - The personality assessment

12:02 - Dealing with burnout

17:08 - The problem with bad personalities

The Two-Brain Story: 10 Years of Solving Every Problem in the Gym Business

Thu, 12 Feb 2026 00:00:00 -0500

Feb. 13, 2026, is Two-Brain’s 10th anniversary—a full decade of solving every problem in the gym business.

In this special episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper tells the complete story of how Two-Brain Business became the biggest mentorship practice in the fitness industry.

The journey started long before 2016. In 2005, Chris opened his first gym, and by 2008, he was broke, running two struggling locations and looking for part-time jobs in the newspaper. He couldn’t find a single example of someone making a real living as a gym owner.

Then he found a mentor outside the fitness industry and started translating business lessons into gym-specific tactics. He published his first blog post on June 9, 2009, as a “love letter to future Chris”—sharing exactly what worked and what didn’t.

By 2012, gym owners were flying him to Fort Lauderdale to speak. He self-published his first book, “Two-Brain Business,” which went on to sell 26,000 copies, becoming the bestselling fitness business book of all time.

On Feb. 13, 2016, Chris officially launched Two-Brain Business with 52 gym owners who believed in the vision: make a difference, make a profit and make it home for dinner.

Today, Two-Brain works with thousands of gyms worldwide, publishes the industry’s largest data set every year and runs the biggest gym business summit in the world.

Tune in to hear the full origin story—and find out what’s ahead.

Join Coop at the 10th annual Two-Brain Summit, June 6-7, 2026, in Chicago; get your tickets with the link below.

Links

Two-Brain Summit Tickets

Gym Owners United

Book a Call

1:05 - 2005-2015: Prehistory

1:12 - Opening a gym

6:28 - Hiring a mentor

18:09 - Publishing book No. 1

20:24 - Becoming a mentor

28:32 - 2016-2018: Early days

29:23 - The first Two-Brain Summit

35:57 - Building the “State of the Industry” report

39:43 - 2019-2021: Growth & lockdowns

43:39 - Certifying professional mentors

44:41 - 2022-2025: Additions and refinements

49:18 - 2026: 10th anniversary

49:33 - Leaving the CEO role

53:11 - The 10th annual Two-Brain Summit

Which Leadership Books Will Actually Help Your Gym Right Now?

Mon, 09 Feb 2026 00:00:00 -0500

Different gym owners need different leadership books.

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper shares a simple plan to help you use the contents of any book to improve yourself and your business, and then he recommends specific books in each realm of leadership.

Self-Leadership (to go fast, go alone):

“Think Like a Monk” by Jay Shetty
“The Creative Act” by Rick Rubin
“Courage Is Calling” by Ryan Holiday
“Dare to Lead” by Brené Brown
“The War of Art” by Steven Pressfield
“Drive” by Daniel Pink

Team Leadership (to go far, go together):

“Be the Unicorn” by William Vanderbloemen
“Good to Great” by Jim Collins
“Vivid Vision” by Cameron Herold
“Leadershift” by John Maxwell

Peer Leadership (share the mission beyond your gym):

“Influence” by Robert Cialdini
“Building a StoryBrand” by Donald Miller
“The Go-Giver” by Bob Burg and John David Mann
“How to Win Friends and Influence People” by Dale Carnegie

Tribe Leadership (influence your community at scale):

“The Wisdom of Joseph Campbell” by Michael Toms
“The Dichotomy of Leadership” by Jocko Willink and Leif Babin
“Enchantment” by Guy Kawasaki
“Resilience” by Eric Greitens
“Tribes” by Seth Godin

Plus, from Feb. 9 to 13, 2026, only, Coop is giving away free digital copies of his 10 books for gym owners.

Go to Gym Owners United (linked below), DM him with your biggest challenge, and he'll send you the right book to start with.

Links

Gym Owners United

Book a Call

1:56 - Your leadership diagnostic

6:31 - Self-leadership books

8:44 - Team leadership books

10:57 - Peer leadership books

11:58 - Tribe leadership books

$5,000 in Extra Gym Revenue in 30 Days—Without Paid Ads

Thu, 05 Feb 2026 00:00:00 -0500

Could your gym use an extra $5,000 in revenue this month?

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper shares three proven tactics gym owners can use to generate more revenue from clients they already have:

🏁 Tactic 1: Run a Hyrox simulation or similar fitness race event.
🏋️‍♀️ Tactic 2: Launch a specialty program, such as weightlifting or running.
⬆️ Tactic 3: Sell upgrades to hybrid memberships with group and personal training.

These three strategies combined can generate over $5,000 in additional gym revenue—with zero ad spend.

Chris walks you through step-by-step execution plans for each tactic, including their exact pricing formulas. He's even got marketing checklists that will keep you on track and ensure success.

Follow the steps and the revenue is yours.

To get a free copy of the “How to Generate $5K Without Paid Ads” guide, DM Chris in Gym Owners United, linked below.

Links

Gym Owners United

Book a Call

0:01 - Intro

1:19 - Hyrox simulation or event

10:56 - Run a speciality program

24:56 - Sell upgrades to memberships

35:34 - Get a copy of the guide

Why Gym Marketing Agencies Fail & What to Do Instead

Mon, 02 Feb 2026 00:00:00 -0500

In the last year, three marketing agencies have asked Chris Cooper to buy them out—and dozens of others have disappeared.

The average lifespan of a gym marketing agency is 18 months: They churn through gym owners, only to vanish, rebrand and repeat the cycle.

In this episode of “Run a Profitable Gym,” Coop pulls back the curtain on why agencies keep failing, and then he lays out a better marketing plan for gym owners.

He explains how agencies exploit gym owners who don’t understand marketing and often provide low-quality leads or clients who are attracted by unsustainable offers.

The solution? Stop renting your marketing and build systems you own.

Chris describes four battle-tested marketing funnels that have been refined across thousands of gyms worldwide: referrals, organic social media, content and paid ads.

These funnels feed each other, and once they’re running, they’re yours forever. You'll have a world-class structure that will outlast any agency.

Dive deeper into your marketing systems with Two-Brain’s free resources for gym owners, linked below.

Links

Book a Call

Referral Funnel Guide

Organic Social Media Guide

Content Marketing Guide

Paid Ads Guide

State of the Industry Report

More Free Tools

Gym Owners United

0:00 - Intro

3:35 - Do you need more leads?

7:15 - Problems with agency results

10:24 - What works? The four funnels

15:06 - Build your funnels with a mentor

The 10th Annual Two-Brain Summit: Headliner and Theme Revealed!

Thu, 29 Jan 2026 00:00:00 -0500

The 10th annual Two-Brain Summit happens June 6-7, 2026, in Chicago, and this year’s theme will change how you think about scaling your gym.

Today, Chris Cooper reveals the event’s headlining speaker—bestselling author Mike Michalowicz—and the “Power of 10” theme that will guide every session.

The Power of 10 framework covers:

How to take your 10 best clients and replicate them.
The 10 weekly actions that guarantee business growth.
The 10 core leadership skills every gym owner must acquire.

Coop also explains that scaling isn’t linear. The systems that get you to 10 clients won’t get you to 100, and the business that serves 100 won’t work for 1,000.

At the summit, you’ll work on the systems you need to grow at each stage of entrepreneurship so you can build the biz you want and earn your Perfect Day.

The summit isn't some motivational conference where you sit in the dark and try to stay awake. It's is a workshop: Attendees have created hiring plans, booked sales calls and posted content as speakers directed them during live sessions. You're going to take action in Chicago.

What does your gym need to reach the next level? Come work it out at the Two-Brain Summit, surrounded by expert speakers and 1,000 other gym owners.

Get your ticket via the link below!

Links

Two-Brain Summit Tickets

Gym Owners United

Book a Call

0:20 - Summit background

3:04 - This year’s headliner

4:33 - Your best client x10

7:11 - The work you’ll do

9:19 - Your invitation to summit

Mike Michalowicz: What Makes Your Gym "Better"?

Mon, 26 Jan 2026 00:00:00 -0500

Tickets to the Two-Brain Summit are $200 off until Feb. 1. Get yours via the link below!

This year's headliner: Mike Michalowicz, entrepreneur and author of multiple bestsellers, including “The Pumpkin Plan,” “Profit First,” “Clockwork” and “Get Different.”

Today on “Run a Profitable Gym,” Mike joins Two-Brain CEO John Franklin to explain why most gyms are swimming in a sea of sameness, invisible to potential clients. And of course Mike has a clear plan to make a fitness business stand out and force people do a "double neck turn" when they see it.

You’ll learn the psychology behind what grabs people’s attention versus what our brains filter out and ignore.

Mike shows gym owners how to look for new ideas outside the fitness industry and shares a real-world example of a microgym that differentiated its marketing and quadrupled foot traffic overnight.

He also reveals the “magical, Jedi-mind-trick question” you can ask ideal members to learn what truly sets your gym apart. Then you amplify your advantage to attract more "perfect clients."

The key? Stop trying to be “better” and start being different.

Don’t miss out on your chance to hear from Mike Michalowicz at the 10th annual Two-Brain Summit this June in Chicago. Save $200 on your ticket now through Feb. 1—link below!

Links

Two-Brain Summit Tickets

Gym Owners United

Book a Call

0:56 - “The sea of sameness”

3:36 - Example & where to find ideas

8:20 - What do your clients notice?

17:11 - Framework for effective marketing

21:25 - Why define a specific audience?

Can MetFix Save CrossFit?

Thu, 22 Jan 2026 00:00:00 -0500

CrossFit taught the world how to move, and now through MetFix, Greg Glassman wants to teach them how to eat.

In this episode of “Run a Profitable Gym,” Chris Cooper sits down with Peter Shaw, former CrossFit flowmaster and current head of the MetFix Seminar Team.

The pair explore how MetFix is building on top of CrossFit rather than competing with it by shifting the focus from fitness alone to overall health.

Peter explains that MetFix emphasizes metabolic health education so trainers can confidently work with the 80% of people suffering from chronic disease.

The opportunity for gym owners is significant: MetFix adds a revenue stream, and it creates a pathway to attract clients who want to reverse diabetes, lose weight and get healthier.

Peter also discusses building relationships with medical professionals and positioning yourself as a health authority in your community.

Links

“Effect of Glucagon-Like Peptide-1 Deprescription …”

“Virta Health champions its nutrition therapy …”

MetFix Website

Gym Owners United

Book a Call

1:55 - Intro

3:42 - Fitness vs. health landscape

13:24 - MetFix and CrossFit

21:01 - Opportunity for gym owners

40:02 - Why choose MetFix?

22 Lessons From 20 Years as a Gym Owner

Mon, 19 Jan 2026 00:00:00 -0500

Twenty years of gym ownership will teach you things no course ever could.

Chris Cooper’s gym, Catalyst, recently turned 20, and today on “Run a Profitable Gym,” Two-Brain's founder is sharing 22 lessons he’s learned over the last two decades as a fitness entrepreneur.

Chris reveals the early mistakes that nearly cost him everything and the systems that finally gave him stability and freedom. He also explains how mentorship and self-improvement helped him acquire critical skills and avoid expensive missteps.

You’ll find out why coaching skills rarely determine long-term gym success and what actually separates gym owners who survive from those who eventually burn out.

Among Coop’s top lessons: Fix yourself before fixing the business, consistency matters more than intensity, and gym owners aren’t selling workouts—they’re selling hope.

Tune in for two decades of hard-won wisdom that could save you years of pain and tens of thousands of dollars.

Links

Gym Owners United

Book a Call

1:04 - Pre-2005 to 2009

27:15 - 2010 to 2013

44:06 - 2014 to 2017

59:13 - 2018 to 2021

1:11:45 - 2022 to 2025

Hyrox: How to Use It to Generate Leads, Members and Massive ROI

Thu, 15 Jan 2026 00:00:00 -0500

Hyrox affiliation gives Rob Sowden-Taylor 25 to 40% of his gym’s leads and creates long-term members who stick around for an average of 2.5 years.

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Rob, owner of Ion Strength and Conditioning in Wales, to break down exactly how he uses Hyrox as a client-acquisition tool.

Rob shares how he structures Hyrox simulations to maximize participation and revenue, running more than 120 people through them in just four hours.

About half his event participants are existing members—boosting average revenue per member—and the other half are new people, providing fresh leads for his gym’s ongoing services.

Tune in to get the complete blueprint for implementing a Hyrox program that generates leads and boosts revenue.

Read Rob’s full Hyrox ROI breakdown, linked below.

Links

Rob's Hyrox ROI Breakdown

Gym Owners United

Book a Call

1:06 - Rob’s new Hyrox lead stats

8:35 - Running Hyrox simulations

12:09 - Where leads come from

15:43 - Pricing the simulations

24:16 - How to set up an event

The Gym Competition That Boosts Revenue, Retention and Referrals

Mon, 12 Jan 2026 00:00:00 -0500

If you put all your clients on podiums and celebrate their achievements, they'll stay longer and you'll earn more.

Today on “Run a Profitable Gym,” Chris Cooper breaks down the in-house competition he’s refined over 15 years: the Intramural Open. The four-week event can be run completely on its own or combined with the CrossFit Games Open.

Two-Brain's signature fun competition is a win for everyone: Clients get podium moments they can’t get anywhere else, and gym owners see measurable improvements in retention and average revenue per member. Plus, Coop has added a special bring-a-friend workout that's an A+ marketing opportunity.

From setup logistics to post-competition revenue boosters, Coop lays out the exact steps for running a successful team competition in your gym. You’ll even learn how to offer pre-event programs and specialty clinics to generate additional revenue before the competition begins.

Chris also shares survival tips to avoid burnout and refresh the open if you've run the event before.

If you’re ready to boost revenue and retention and fill your gym with good vibes to start 2026, this episode is for you!

To download the Intramural Open guide, head to Gym Owners United via the link below.

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8:04 - Setting up the Intramural Open

11:51 - Pre-open activities

18:14 - Points and scoring

23:51 - Results = more money

28:28 - How to refresh the open

CrossFit's Sale: Stop Watching YouTube, Start Running Your Business

Thu, 08 Jan 2026 00:00:00 -0500

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper explains why gym owners need to stop consuming clickbait speculation about CrossFit’s sale and start working on what actually matters: their businesses.

Stop paying the “distraction tax”—hours spent watching videos, scrolling comments and worrying about things you can’t control cost you opportunities to generate revenue, build client relationships and preserve decision-making capacity.

To give you a concrete plan to improve your business in a time of uncertainty, Coop walks through a five-step process you can use to objectively measure the value of any gym affiliation using real numbers:

✅ Check local search volume for the brand
✅ Track where your leads come from
✅ Calculate marketing ROI with a simple formula
✅ Measure revenue from affiliation programs
✅ Assess retention value among engaged members

If you decide to rebrand, Chris also covers the true costs, from domain changes and social media updates to new signage and content, so you understand what’s actually required.

The key takeaway: CrossFit LLC (or any brand affiliation) has never had less impact on your success than right now. Your coaching, client relationships and business systems actually drive results.

Watch this episode to get the decision-making framework that will help you make smart, data-driven choices about affiliation. Then get back to work.

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Measuring the Value of Affiliation

The True Costs of Rebranding

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1:09 - Don’t get distracted

2:53 - Help with affiliation decision

9:31 - A rebranding plan

12:48 - Get back to work

14:15 - The decision to make now

10 Reasons 2026 Will Be Your Best Year as a Gym Owner

Mon, 05 Jan 2026 00:00:00 -0500

Industry data reveals that 2026 could be the best year gym owners have ever seen.

Revenue is up across every gym model, average revenue per member is rising, and even the lowest-performing gyms are earning more than they were a year ago.

In this episode of “Run a Profitable Gym,” Chris Cooper presents data from Two-Brain’s latest “State of the Industry” report and highlights 10 reasons gym owners should be optimistic for the year ahead.

He explains why personal training and small-group training continue to outperform during uncertain economic times, how predictable competition formats such as Hyrox are driving retention and revenue, and why gym owners are finally starting to charge what their services are actually worth.

He also looks ahead to some of the biggest opportunities for gym owners in 2026: closing the business knowledge gap and using AI as a tool to make human coaching even more valuable.

Tune in for the full breakdown, and to see the data for yourself, download the “State of the Industry” report via the link below.

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State of the Industry

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0:25 - Revenue and recession proofing

2:24 - Opportunities with Hyrox and MetFix

7:13 - Success with small-group training

13:59 - Charging more and keeping clients longer

18:05 - Business knowledge and AI tools

Hard Lessons From Nearly 20 Years of CrossFit Gym Ownership

Wed, 31 Dec 2025 00:00:00 -0500

About 65% of small businesses fail by Year 10, so very few gym owners get to see what works across two decades of ownership.

But Bill and Staci Russell have endured to achieve something rare: Their gym, CrossFit Cleveland, has been their sole source of income for nearly 20 years.

In this episode, Bill shares hard-earned lessons learned from surviving multiple economic cycles, overcoming staff challenges, adjusting to market shifts and making personal pivots in the fitness industry.

Bill and Two-Brain founder Chris Cooper—another two-decade gym owner—review practical lessons younger gym owners often miss, including:

- Demand must be present before you commit to a facility.
- Your first target market is often wrong.
- Staffing mistakes compound over time.
- Culture problems can be prevented before they appear.
- Surviving is not succeeding.
- Smart, ethical exits and transitions are possible.

Whether you’re early in ownership or deep into it, insight from these two long-serving entrepreneurs can help you make better decisions that will set you up for years of profitability, success and happiness.

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5:55 - Proof of concept

12:41 - Knowing your target market

22:24 - Hire slow, fire fast

37:55 - New gym owner mistakes

43:25 - The secret to 20 years

Founder, Farmer, Tinker, Chief: Leadership for Gym Growth

Mon, 29 Dec 2025 00:00:00 -0500

Why do most gyms plateau at 122 members? The answer: leadership.

In this episode of "Run a Profitable Gym," Two-Brain CEO Chris Cooper explains how your leadership skills determine whether your gym grows, stalls or shrinks.

Your gym will rise to the level of your leadership and fall to the level of your worst staff members. To take your gym to increasingly higher levels, you must evolve as a leader.

Chris presents the four phases of leadership for gym owners and lists the skills required to climb the ladder:

✅ Founder—Master self-leadership with focus and discipline.
✅ Farmer—Build team leadership through clarity and systemized delegation.
✅ Tinker—Develop peer leadership by collaborating and mentoring.
✅ Chief—Become a better storyteller and improve your ability to create and inspire new leaders.

To avoid outpacing your leadership development, Chris recommends you build your gym business plan with 150 members as your first target—not 300. If you try to go big too soon, you'll always slide back to 120-150 members.

But if you learn to serve 150 people in a rock-solid business and develop your CEO skills, you can acquire as many members as you want or move on to the next legacy-building project.

Watch this episode to get clarity on your current leadership phase and learn exactly which skills you need to break through to the next level.

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2:17 - Why gyms plateau at 122 members

9:02 - Founder: self-leadership

11:35 - Farmer: team leadership

14:43 - Tinker: peer leadership

18:20 - Chief: tribe leadership

Gym Funnel Hacking: 200 Leads and 60 Sales Appointments Per Month!

Thu, 25 Dec 2025 00:00:00 -0500

Unleash’d Strength Gym generates 15 times as many leads as the average fitness facility and sets eight times as many appointments.

In this episode of “Run a Profitable Gym,” owner Joseph Strada reveals the tactics that produce 200 leads and 60 sales appointments per month.

He walks through his marketing funnels, explaining how he earns leads through organic social media outreach, paid Meta ads and referral-driven events such as monthly pancake breakfasts.

Each funnel includes a systemized, VA-driven follow-up process that turns interest into booked appointments instead of lost leads.

Joseph also explains how he improved his online presence by auditing his website and optimizing his gym’s Google Business Profile to boost SEO.

Two-Brain teaches clients to build and operate four marketing funnels that produce high-value clients regularly. If you aren't turning leads into members, analyze your funnels and remove the clogs fast—a mentor can help.

Use the link below to find out how to use the Prescriptive Model to close sales and get results for clients.

Also linked below: “Help First” by Chris Cooper

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The Prescriptive Model

"Help First"

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2:57 - Lead-generation strategies

15:02 - Automations and hiring a VA

22:15 - Optimizing show rates

27:35 - Sales process and closing

30:25 - Advice for gym owners

40 Appointments, 32 Shows, 23 Sales: World-Class Gym Funnels

Mon, 22 Dec 2025 00:00:00 -0500

Most coaching gyms add just five clients a month—but the world’s best fitness facilities are consistently adding more than 20 with stellar sales systems.

In this episode of “Run a Profitable Gym,” Chris Cooper analyzes the data behind top-performing marketing funnels, and he reveals which tactics landed these owners on our Top 10 leaderboards, from instant lead follow-up to simplified booking procedures, consistent organic marketing, airtight lead nurture and sales practice reps.

You’ll also learn how mentors help gym owners identify weak spots in their funnels and tighten their systems so they can add large numbers of ideal clients month after month.

Tune in to discover exactly how elite gyms around the world are generating more leads, booking more appointments, increasing show rates and closing more high-value sales.

Get Coop’s “Generate 30 New Leads in 30 Days” guide in Gym Owners United, linked below.

Links

Gym Owners United

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1:49 - Marketing and sales leaders

7:33 - Strong systems

10:37 - Lead nurture

11:49 - Events and niches

13:00 - Consistency and tracking metrics

Ask Clients These 3 Questions to Boost Revenue Today!

Thu, 18 Dec 2025 00:00:00 -0500

The fastest way to figure out what people want is by asking the right clients the right questions.

Today, Mike Warkentin sits down with gym owner Toni Roy of Breathe CrossFit to break down how the Pumpkin Plan transformed her business.

Following the steps, Toni created a list of clients who bring her the most joy and a second list with her highest-value clients. Typically, a gym owner circles the clients on both lists to ID the members they want to replicate. In Toni's case, the groups had zero overlap.

This insight pushed her to rethink her offerings and create a hybrid membership built around CrossFit, personal training and nutrition—a combo that delivers better results for clients and boosts average revenue per member.

Now, regular Goal Review Sessions allow her to continue the conversation: She can catch problems early, celebrate successes and upgrade prescriptions to serve clients better.

Toni also gives a behind-the-scenes look at the new-moms group she developed with her Two-Brain mentor. The support-centered program is already turning into a relationship-building referral funnel.

Tune in to learn how to identify your best clients, provide more value and grow your revenue.

Use the link below to buy your tickets to the 2026 Two-Brain Summit and hear from Pumpkin Plan creator Mike Michalowicz!

Get the exact questions to ask in your Seed Client interviews via the link below!

Links

Two-Brain Summit Tickets

Seed Client Interview Questions

Gym Owners United

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1:46 - Using The Pumpkin Plan

6:14 - Ask what clients want

10:09 - Increased ARM

13:28 - Tips for doing the exercise

16:29 - Taking action with a mentor

Simple Questions That Will Improve Every Single Metric in Your Gym

Mon, 15 Dec 2025 00:00:00 -0500

You won’t build a successful gym by guessing what people want. You just can't read minds—but every entrepreneur tries to do that, and it's costly.

Today on “Run a Profitable Gym,” Two-Brain founder Chris Cooper provides the simple fix: Start using the “just ask method"—a proven way to boost every single metric in your gym.

Chris walks through exactly which questions you must ask to improve your gym’s marketing, sales, retention, pricing, ROI on expenses, staff development and net owner benefit.

The key insight: Don't guess; just ask.

For example, you might assume clients want a kettlebell class because you love kettlebells. If you meet with clients and ask what they want, you might discover 10 of them are training for running events, and you have a prime opportunity to boost average revenue per member with a race prep program.

Or perhaps you can't hold onto staff people. What if you ask what they want to earn and accomplish, then show them how to do it? They'll stay longer and allow you to focus on building the business as the CEO.

Watch to discover the questions top gym owners ask to improve every key performance indicator and build incredibly profitable businesses.

Get Coop’s “Exactly What to Say” guide in Gym Owners United, linked below.

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0:01 - Stop guessing & just ask

5:17 - Improve your marketing & sales

13:25 - Boost client retention & value

17:53 - Cut expenses & pay yourself more

25:13 - Payoff of the “just ask” method

The Hall of Shame: Huge Gym-Owner Mistakes (and How to Avoid Them)

Thu, 11 Dec 2025 00:00:00 -0500

In 2015, Corey Lewis expanded to a second gym before he was ready. He ended up with two failing locations instead of one thriving facility.

This mistake nearly sunk his business. Now, as a Two-Brain mentor, Corey helps gym owners avoid feels-good-in-the-moment traps that come with severe long-term consequences.

In this episode, Corey joins Mike Warkentin to break down some of the most costly mistakes gym owners make:

✅ Expanding before systems are in place.
✅ Promoting staff too quickly.
✅ Abdicating instead of delegating.
✅ Discounting rates.
✅ Chasing shiny objects instead of caring for "the golden goose."

Corey explains how mentorship helps gym owners see past emotion to make decisions based on data.

For example, if a gym owner is avoiding a much-needed rate increase, Corey will run the numbers, lay out the plan and provide accountability. He's successfully guided dozens of Two-Brain clients through this process: None lost all their members, and all made more money.

Don't make mistakes that will take years to fix. And don't avoid correcting your errors because you don't have a plan. Get help, make smart decisions and reach your Perfect Day sooner.

Use the link below to get free tools to help you run a profitable gym!

Don't have a gym yet? Start one with help from Two-Brain—just click the link below.

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Free Tools

Start a Gym

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2:33 - Expanding too soon

5:44 - No systems and poor retention

10:17 - Promoting staff who aren’t ready

13:09 - How to avoid costly mistakes

20:59 - Resources to start a gym

12 Mistakes That Feel Good Now But Will Kill Your Gym Later

Mon, 08 Dec 2025 00:00:00 -0500

Just because a decision feels good now doesn’t mean it’s the right one for your gym’s long-term success.

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper breaks down 12 choices that seem smart in the moment but can sabotage a gym's profitability down the line.

He explains how mistakes such as paid-in-full deals and monthly discounts erode value and bleed out revenue, and he shares how short-term conveniences, such as hiring friends or subleasing to trainers, create downstream operational headaches.

You’ll hear how ego-driven decisions to criticize competitors or train to be the best athlete in your gym steal focus from the systems that actually grow revenue.

Coop also discusses retention and pricing errors, and he explains how three major growth traps—expanding too early, trying to serve everyone and buying failing gyms—create more problems than they solve.

Tune in to learn the sustainable strategies top gyms use to avoid these mistakes and make smart decisions that pay dividends for decades.

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1:23 - Discount death spiral

8:07 - Staff and space nightmares

14:40 - Ego-driven mistakes

21:33 - Retention and pricing errors

24:50 - Growth without foundation

Use This Data to Grow Your Gym in 2026: Sales and Marketing Deep Dive

Thu, 04 Dec 2025 00:00:00 -0500

How do you turn 13 leads per month into sustainable gym growth?

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper and chief marketing officer John Franklin analyze new data from Two-Brain's 2025 “State of the Industry” guide and show you how to use it to grow your gym in 2026.

John, who is also co-founder of Kilo, explains why most gyms still struggle to get enough leads, what high performers do differently and how to make the most of every lead.

The pair dig into the numbers behind pricing, sales and average revenue per member, and they list simple changes gym owners can make to dramatically increase revenue.

To help you close more sales at your gym, Chris and John role-play common scenarios, demonstrating how to handle objections—such as timing, price and spousal concerns—and help clients take action.

They also provide tips to help you survive the slowest months of the year so you stop getting crushed by seasonality.

Watch this episode, then take action to generate more leads and add more clients to your gym every month.

If you want to dig deeper into the numbers, download the full “State of the Industry” report for free via the link below.

Links

State of the Industry

Gym Owners United

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1:08 - Lead generation and nurture

12:38 - Seasonality and planning

18:07 - Live sales role-play

30:03 - Pricing strategies and psychology

41:42 - Sustainable gym ownership

The 2026 Annual Plan for Gym Owners: Your Monthly Guide to Growth

Mon, 01 Dec 2025 00:00:00 -0500

A year from now, your gym will be better or worse. That is a hard truth.

And “better” doesn’t happen by accident. It only happens if you, the CEO, choose a direction, set priorities and execute today.

To help you thrive next year, Two-Brain founder Chris Cooper shares the exact annual plan he's using at his gym, Catalyst. It's 12 months of simple, battle-tested activities that will:

✅ Improve retention.
✅ Produce leads and new clients.
✅ Generate revenue.
✅ Boost average revenue per member.
✅ Reduce stress.
✅ Inspire and retain staff.
✅ Put more cash in your personal bank account.

Customize Coop's plan or use it verbatim. But get something in place right now so you control your destiny in 2026.

To get Coop's "Essential 12-Month Gym-Building Plan for 2026"—including a customizable event calendar—use the link below to send him a DM through our Gym Owners United group.

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👉 Message Coop here: Gym Owners United

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0:01 - Intro

3:43 - January, February, March

14:32 - April, May, June

27:17 - July, August, September

35:09 - October, November, December

40:22 - Grow your gym in 2026

Why Youth Training Is the Fastest Growing Segment in Fitness

Fri, 28 Nov 2025 00:00:00 -0500

Why is youth training the fastest-growing segment in fitness?

Today on "Run a Profitable Gym," Two-Brain founder Chris Cooper sits down with youth performance expert Bill Parisi to analyze the explosion in sports and fitness training for kids.

Over the last 35 years, Bill has built a network of more than 100 Parisi Speed Schools, with most locations averaging $20,000 in revenue per month while operating only four to five hours per day.

In this episode, Bill explains how NIL (name, image and likeness) deals have motivated parents to invest in training: Top college quarterbacks now earn seven figures!

He also discusses the pros and cons of early specialization for young athletes and compares average metrics from youth-training gyms and the fitness industry as a whole.

To help gym owners capitalize on demographic shifts, Bill and Chris share practical strategies: how to use events to generate referrals, how to balance seasonal variations in retention, and how to hire and keep quality coaches.

Check out this episode to discover how youth training could boost your gym's revenue and help you create a greater impact in your community.

To get more gym business data on demographics, rates and revenue, use the link below to download Two-Brain’s 2025 “State of the Industry” report.

Links

"State of the Industry"

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1:01 - Why youth training is exploding

12:04 - The early specialization debate

19:45 - Youth training metrics

33:28 - Retention in a seasonal business

37:41 - Hiring & retaining quality coaches

Revenue-Generation Tactics From a Million-Dollar Gym With 600 Members

Thu, 27 Nov 2025 00:00:00 -0500

What does it take to earn the top spot on Two-Brain’s revenue leaderboard?

In this episode of “Run a Profitable Gym,” host Mike Warkentin interviews gym owner Brandon Stratton to discuss the upgrades and operational systems that have allowed Bell House Training Co. to gross $1.2 million annually.

Brandon explains how a strategic rebrand, smart price adjustments and the removal of outdated discounts produced an immediate 10-15% revenue jump with minimal member attrition.

You’ll learn how Bell House keeps churn low with strong client follow-up systems, proactive communication and workflows designed to catch consistency dips before they become cancellations.

Brandon also shares how community-driven marketing brings in high-quality clients, how he manages seasonal attendance swings and why mentorship gives him the clarity he needs to find solutions faster.

Tune in to hear about the tactics that support a top-grossing gym—and learn how you can use them to increase revenue and help more people in your own business.

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0:35 - Brandon’s revenue streams

8:39 - Causes of revenue increase

13:41 - Goal: help more people

18:39 - His biggest challenges

22:50 - Why get a mentor?

$70K to $119K in One Month: What the Highest Grossing Gyms Do Differently

Mon, 24 Nov 2025 00:00:00 -0500

Good news! Revenue is up in gyms worldwide from 2024 to 2025.

And for the first time ever, the average monthly revenue across Two-Brain’s Top 10 leaderboard has crossed US$83,500—over $1 million annually.

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper reveals what the highest-grossing gyms are doing to generate between $70,000 and $119,000 per month in consistent, sustainable revenue.

He shares insights from mentors working with these top-performing gym owners and highlights common strategies: tracking key metrics, implementing strong retention systems and using the Prescriptive Model to sell high-value services.

You’ll notice these gyms didn’t boost revenue with fancy marketing tactics or Black Friday sales. Instead, they reached the Top 10 by building strong systems and using sustainable, proven revenue-generation tactics.

Watch for the full breakdown of strategies used by top-grossing gyms and then start working toward your next revenue goal today.

Get the latest “State of the Industry” guide via the link below and find out how your gym compares to thousands around the world.

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"State of the Industry"

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0:01 - Intro

1:18 - Top 10 revenue

8:05 - Track metrics & do the work

11:19 - Systems for scaling

14:32 - Your next steps

How to Build a Never-Ending Pipeline of New Leads for Your Gym

Thu, 20 Nov 2025 00:00:00 -0500

This episode features important visuals. For the best experience, watch it on YouTube.

Gym owners, if you need more clients, this training is for you.

In this detailed video, Two-Brain Business founder Chris Cooper breaks down his bulletproof system for fixing your leads problem forever by creating a never-ending stream of people who are eager to join your gym.

You’ll learn the exact strategies top gyms use to keep their sales pipelines full—and even receive plug-and-play lead-nurture scripts that convert curiosity into commitment.

With step-by-step directions, Coop shows you how to set up four marketing funnels that will consistently attract gym leads year round:

🗣️ The Referral Funnel—Turn your best clients into recruiters through structured conversations and personal connections.
📝 The Content Funnel—Share helpful, trust-building material that attracts people who already need your help.
📱 The Organic Social Media Funnel—Post consistently to highlight your community and spark real conversations.
🚀 The Paid Ads Funnel—Use targeted campaigns to amplify what’s already working and bring in a steady stream of new leads.

Plus, to ensure you take action, Chris teaches you his Golden Hour strategy: You'll learn how to set up a daily plan that will help you stay focused, create content and make marketing a habit.

Tune in to learn how to stop constantly chasing leads and start controlling your pipeline with repeatable systems used by thousands of successful gyms worldwide.

Want a free copy of all seven worksheets from this training? Send Coop a DM via the link below.

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1:06 - Part 1: Maximize Sales From Your Leads

5:53 - Lead Nurture Scripts

8:03 - Booking Best Practices

19:16 - Worksheet #1: Lead Nurture Checklist

19:27 - Part 2: Get More Leads

20:17 - The Referral Funnel

22:37 - Worksheet #2: Seed Client Exercise

24:43 - Worksheet #3: Affinity Marketing Cheat Sheet

38:15 - The Content Funnel

47:20 - Worksheet #4: What to Write About

49:57 - Worksheet #5: Golden Habits Checklist

50:09 - The Organic Social Media Funnel

51:29 - Worksheet #6: What to Post Where

58:34 - Worksheet #7: Sell-by-Chat Review

59:00 - The Paid Ads Funnel

11 Fitness Skills That Build Your Fitness Business

Mon, 17 Nov 2025 00:00:00 -0500

The skills you’ve learned through fitness training can help you grow your business—if you know how to apply them.

In this episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper explains why workout habits directly translate to gym ownership and entrepreneurialism.

Every gym owner already has 11 critical fitness skills, such as resilience, adaptability, discipline and virtuosity, and Coop provides a plan to use those assets to grow your business.

Coop also details his simple Golden Hour habit—doing one thing every day to grow your business before doing anything else. This daily period of focused effort can transform your gym the same way daily training transforms your body.

Tune in to learn how to employ skills you already have and build a stronger, more profitable gym.

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2:06 - Habits, resilience & virtuosity

9:58 - Progressive overload & recovery

12:57 - Measurement, coaching & feedback

20:33 - Accountability & adaptability

22:39 - Long-term vision & hope

State of the Industry 2025 With Sevan Matossian & Matt Souza

Fri, 14 Nov 2025 00:00:00 -0500

The data every gym owner needs is finally here!

Two-Brain's sixth annual “State of the Industry” guide was released on Nov. 10 on "The Sevan Podcast." Check out this rebroadcast as hosts Sevan Matossian and Matt Souza break down key gym business stats with Two-Brain founder Chris Cooper.

The free 72-page guide delivers critical benchmarks and insights from thousands of gyms worldwide, giving you the clarity to make confident decisions about pricing, staffing, retention and growth in 2026.

How long are gyms keeping clients, and what's driving retention?

What's the difference between big group, small group and one-on-one training, and why does this matter for your bottom line?

How many members should you have before hiring your first coach? Why hasn’t coach pay increased despite rising gym revenues?

How do you survive the November to December slump and capitalize on the January rush? Should you invest in paid ads, or are there smarter ways to grow?

And, of course, how much are gym owners making?

This episode is all about trends, surprises, best practices and actionable takeaways from the data.

Get the guide and use it to build a profitable fitness business. Download the brand-new “State of the Industry” report via the link below!

Links

"State of the Industry" Report

Gym Owners United

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0:00 - Intro and guide overview

4:10 - Background on Chris and Two-Brain

15:16 - Retention and churn

19:48 - Gym growth by client count

25:19 - Millionaire gym owners

28:14 - CrossFit’s impact and future

41:58 - Big group, small group and one-on-one

59:49 - Cost to open a CrossFit gym

1:06:51 - Tips for paid ads

1:17:27 - Seasonal gym trends

1:33:07 - Two-Brain Summit

1:34:13 - Coach pay and development

State of the Industry 2025: The Data Behind Gym Success

Thu, 13 Nov 2025 00:00:00 -0500

How many clients should your gym have? What should you charge? When’s the best time to run classes?

In this episode of “Run a Profitable Gym,” Chris Cooper shares highlights from Two-Brain’s 2025 “State of the Industry” report—a comprehensive analysis of stats from gyms around the world, including thousands of Wodify clients.

Chris is joined by Wodify’s CEO, Brendan Rice, to discuss what the numbers reveal about gym performance as we move into 2026.

They discuss trends in retention, attendance and profitability, and they share how top-performing gyms are increasing average revenue per member while cutting discounts.

Chris and Brendan also talk about the shift toward small-group training, why fewer offerings often lead to higher profits, and how gyms can use this year’s data to set smarter goals for 2026.

Tune in, get the facts and use them to build a stronger, more profitable gym.

Want the real numbers behind gym success? Grab the brand-new “State of the Industry” guide via the link below.

Links

State of the Industry 2025

Gym Owners United

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3:49 - The retention magic number

8:21 - Class times in high demand

15:22 - Class sizes & small group option

22:59 - Headcount & revenue per member

36:20 - Demographic shift opportunity

50-Lead Bring-a-Friend Events With 25% Conversion Rates!

Thu, 06 Nov 2025 00:00:00 -0500

If you want to improve lead flow, add more high-value clients and generate more revenue, these three simple words can work wonders: “Bring a friend.”

In this episode of “Run a Profitable Gym,” gym owner and chiropractor Dr. Braeden Cordts shares his secrets for using bring-a-friend events to replicate his very best clients and grow his membership.

Braeden walks through his plan to get red-hot leads into a workout at Kôr Fitness & Performance in Minnesota, and then he lays out his air-tight follow-up process for turning those leads into clients. The final step: He uses a system to ensure every new member he recruits is a source of future referrals.

Braeden's plan has produced amazing results: He's increased his membership nearly tenfold in just four years.

Tune in to hear the full breakdown, then schedule your own bring-a-friend event to add clients and revenue before the end of 2025.

Need an extra cash boost? Get the free “Year-End Revenue” guide in Gym Owners United, linked below.

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2:29 - Process for bring-a-friend events

6:45 - Bring-a-friend workout example

8:12 - What to do after the workout

13:15 - How to follow up with leads

19:58 - Mind-blowing gym metrics

5 Ways to Generate Year-End Revenue at Your Gym

Mon, 03 Nov 2025 00:00:00 -0500

The holidays are coming—and for most gyms, that means fewer check-ins, more cancellations and panic about cash flow. But it doesn’t have to be that way.

Today on “Run a Profitable Gym,” Two-Brain founder Chris Cooper shares five simple tactics gym owners can use to boost year-end revenue without falling into the discount trap.

He explains how smart, seasonal offers—such as holiday retail presales, meaningful gift cards and “save your spot” promotions—can generate real income while keeping your clients engaged and excited.

Chris also dives into using bring-a-friend events and January kickstart programs to attract new leads, re-engage old clients and strengthen relationships with current members.

All five tactics are practical, repeatable and proven to work in real gyms just like yours.

Want to boost cash flow and retention? Get Coop's free “Year-End Revenue” guide in Gym Owners United, linked below.

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2:01 - Retail presale

5:32 - Gift certificates

9:04 - Reserve spots for January

12:44 - Bring-a-friend party

17:45 - January kickstart group

Going Huge: Serving 900+ Clients Across 2 Locations

Thu, 30 Oct 2025 00:00:00 -0400

What does it take to run two thriving gyms and serve more than 900 clients?

Tyler Quinn has the answers: He operates two Denver fitness studios with nearly 1,000 members combined.

But here's the surprising part: He didn’t reach these members with paid ads or gimmicks like discounts. Seventy percent of his new clients come from referrals.

In this episode of “Run a Profitable Gym,” Mike Warkentin asks Tyler about the systems and strategies behind building high-volume gyms that actually work.

Tyler explains how to stand out from competitors, how to scale Two-Brain best practices such as No Sweat Intros for 1,000 clients, and why fundamentals like clean facilities and genuine care drive 16-month retention.

His gyms prove you don't need low prices to get high member counts, but you do need to build strong systems and provide great results for clients.

Tune in to hear how Tyler scaled to 900+ clients without sacrificing quality.

Links

Gym Owners United

Book a Call

1:17 - Tyler’s business model

7:59 - How his client count has changed

21:01 - Challenges of huge client counts

26:18 - How he finds so many clients

32:45 - The keys to retention

Need More Clients? Here's How Top Gyms Scale to 300+

Mon, 27 Oct 2025 00:00:00 -0400

The average big-group gym has 129 members—but some Two-Brain gyms are thriving with 300-700 clients.

Today on “Run a Profitable Gym,” Chris Cooper breaks down what the Top 10 gyms for client headcount are doing differently.

Coop explains how five critical systems allow these gyms to retain clients for over 24 months, deliver a consistently high-quality experience and attract new members month after month.

He also shares real insights from the leaders on how they reactivated former clients and found the perfect balance of class size and pricing to maximize value.

Key detail: These gyms don’t need 300+ members to be profitable; every single one would be way into the black with just 150. That's your first target: 150 high-value members who stay for two years or more. After you hit that, you'll have a world-class business and can scale up if you want to.

Tune in to hear how these elite gym owners grew their member counts with proven business fundamentals and mentorship—not gimmicks or discounts.

Links

Gym Owners United

Book a Call

0:01 - Industry average client count

1:36 - Gyms with the most clients

2:46 - 5 things the Top 10 share

5:42 - Quotes from the leaders

11:25 - What the leaders don’t do

Pop-Up Session Generates $720 and 6 Leads in 1 Hour!

Thu, 23 Oct 2025 00:00:00 -0400

In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with gym owner and Two-Brain mentor Tim Caputo about a simple idea that brought in $720 in one hour—and generated six new leads.

It all started with a client suggestion that evolved into a “moms and kids” pop-up class. The event sold out quickly, generated profit right away and opened the door to a steady stream of high-quality referrals.

Tim explains the strategy behind his pricing and promotion, how he used the class to build relationships and why this type of event works even in slower seasons.

He also shares how he designed the workout to be fun and accessible while creating an experience that kept participants talking long after it ended.

Tune in to hear how a single pop-up session can generate immediate income and new leads.

Links

Gym Owners United

Book a Call

1:07 - Pop-up class logistics

4:20 - Pricing & marketing the class

8:11 - Post-event lead generation

10:22 - Planning the pop-up class

14:49 - Changes for his next pop-up

The Discount Death Spiral (And How to Avoid It This Black Friday)

Mon, 20 Oct 2025 00:00:00 -0400

Feeling pressured to run a Black Friday deal at your gym? Don’t do it.

Your gym is a premium service provider, and it should compete on results and relationships, not price.

In this episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper breaks down the dangers of discounting and explains why most gym owners who offer sales end up trapped in the “discount death spiral.”

Black Friday deals attract the wrong clients and weaken your brand, and you have better ways to grow your gym during the holiday season.

Coop shares simple, high-value alternatives, including running bring-a-friend events and adding bonus offers that don’t undercut your pricing.

Tune in to learn how to make this Black Friday your most profitable yet—without slashing your rates or cheapening your brand.

Links

Gym Owners United

Book a Call

1:20 - Why not offer discounts?

2:43 - 5 dangers of discounts

7:26 - Focus on value instead

8:07 - Run alternative promotions

13:36 - Use the Prescriptive Model

Profitable With 15 to 20 Members: The Small Group Advantage

Thu, 16 Oct 2025 00:00:00 -0400

Can a gym be profitable with just 15 to 20 members? The answer is yes—and Oskar Johed is proving it.

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Oskar, co-owner of two thriving CrossFit facilities in Sweden, to talk about why he chose a different path for his third gym: a small-group training model.

Oskar breaks down the advantages of small-group training, from lower overhead and reduced staff burnout to higher client retention and stronger profitability.

In a small-group model, gyms with limited square footage can break even with just a handful of high-value members—and scale up to major profitability with 80 to 100 clients.

Oskar also explains why individualized attention in small-group settings produces better results and how he uses affinity marketing and community partnerships to grow without relying solely on ads.

Listen and find out how to blend the best of group and personal training to build a sustainable, profitable gym.

Links

The Prescriptive Model

Semi-Private Launch Playbook

Gym Owners United

Book a Call

2:46 - The burnout problem

7:52 - Pricing small-group training

14:20 - Using the Prescriptive Model

18:40 - Advantages of small group

27:32 - Oskar’s marketing strategy

How to Scale Your Gym Without Going Broke: Moving to Small Groups

Mon, 13 Oct 2025 00:00:00 -0400

If you try to scale your gym the wrong way, you might kill it.

In this episode, Two-Brain founder and gym owner Chris Cooper shares how his first attempt at scaling nearly bankrupted his family. But you don’t have to guess like he did.

Today, Coop walks you through safe, profitable scaling using small-group and semi-private training.

He explains the difference between the two services and how to transition existing clients into them, whether they’re coming from one-on-one or big-group training.

You’ll also learn how to price small-group training correctly and connect members to fill sessions quickly.

If you’re looking for a tested method to grow your gym without burning out or going broke, tune in to hear the exact steps.

Links

Gym Owners United

Book a Call

0:18 - Coop’s big mistake

3:10 - Going from PT to small groups

8:13 - The data on small groups

10:17 - Going from big to small groups

13:22 - Advertising small group training

AI and Liability for Gym Owners: What You Need to Know

Thu, 09 Oct 2025 00:00:00 -0400

Today on “Run a Profitable Gym,” host Mike Warkentin talks with attorney and former gym owner Matthew Becker of Gym Lawyers PLLC about how to use AI safely in your business without creating massive liability.

Matthew breaks down the legal risks gym owners face when using AI tools, including operating outside their scope of practice, violating privacy laws and infringing on copyright.

Improper AI use can even increase exposure to lawsuits and eliminate liability protection.

So how can gym owners use AI without endangering their businesses?

Matthew recommends fitness entrepreneurs use AI as a research and education tool, not as a substitute for professional services, and leverage it to streamline admin work, generate ideas and polish client-facing materials.

Check out the full episode to find out how to save time with new technology while keeping your gym insulated from legal risk.

You can get in touch with Matt at Gym Lawyers PLLC via the link below.

Links

Gym Lawyers PLLC

Gym Owners United

Book a Call

3:06 - Scope of practice dangers

7:32 - Increasing exposure & liability

14:23 - Skipping professional support

17:12 - Uploading confidential information

25:34 - How to use AI safely

Beyond CrossFit: The Gym Model That Wins Every Time

Mon, 06 Oct 2025 00:00:00 -0400

CrossFit changed the fitness industry forever—but with affiliate numbers declining, gym owners are asking, “What’s next?”

In this episode of “Run a Profitable Gym,” Chris Cooper digs into why affiliate numbers keep shrinking, where former CrossFit gyms are going and what gym owners can do right now to stay competitive.

He explains how novelty-driven methods such as Hyrox are pulling attention and why the lack of clarity from CrossFit HQ has created uncertainty for affiliate owners.

Coop lays out a solution for managing methods and giving clients what they want in confusing times: adopting the Prescriptive Model. Instead of just selling class packages, he shows you how to actually coach clients with tailored prescriptions that blend strength, aerobic and high-intensity training to get results.

Done right, this approach improves retention, helps clients accomplish goals and ensures your gym thrives no matter what brand name is on the door.

Tune in to learn how to implement the Prescriptive Model in your gym and build a business that wins—whether it is affiliated with CrossFit or not.

Links

Gym Owners United

Book a Call

3:03 - Why affiliates leave CrossFit

6:36 - Hyrox taking over competition

9:09 - Who has the best classes?

11:46 - Why ClassPass doesn’t work

13:57 - Solution: The Prescriptive Model

Affinity Marketing: How to Clone Your Best Clients and Keep Them Longer

Thu, 02 Oct 2025 00:00:00 -0400

The key to steady gym growth and stronger retention? Turning your best members into your best recruiters.

In this episode of “Run a Profitable Gym,” Chris Cooper explains how to use affinity marketing to strengthen your community, keep members longer and bring in more people just like your favorite clients.

Passive referral programs rarely work, so Chris shows you how to actively connect your clients’ families, coworkers and friends to your gym.

He even provides an inside look at Two-Brain’s Affinity Marketing Cheat Sheet, shows you exactly when to ask for referrals and explains how to start those conversations without making them feel awkward or transactional.

Tune in to learn how to build a referral system that generates steady growth and improves retention at the same time.

Links

Gym Owners United

Book a Call

1:18 - When to ask for a referral

5:53 - Duplicating your best clients

13:35 - The goal review conversation

20:52 - Hosting group events

24:35 - Affinity marketing highlights

Stop Bleeding Members: Why 3% vs. 5% Churn Makes or Breaks Your Gym

Mon, 29 Sep 2025 00:00:00 -0400

In this episode of “Run a Profitable Gym,” Chris Cooper presents hard numbers and explains why the gap between 3% and 5% churn can be the difference between stability and collapse.

He shares lessons from two decades of studying the science of retention, showing how most gyms don’t fail because they need more leads but because they can’t keep the people they already have.

Coop explains why contracts aren’t the answer, why chasing Facebook leads and six-week challenges can actually erode your community, and how gyms with 300+ members can get into trouble fast if they’re bleeding members.

Chris also breaks down the two key metrics every gym owner should track to boost retention and revenue—length of engagement (LEG) and average revenue per member (ARM)—and explains why retention is really just “sales over time.”

Tune in for Coop’s full retention playbook, then apply his tips to keep members longer, change more lives and build a profitable business that lasts.

Join Coop’s free retention workshop on Sept. 30 at noon Eastern in Gym Owners United (linked below).

Links

Gym Owners United

Book a Call

0:19 - When clients stay longer

7:10 - 3% versus 5% churn

11:29 - A better retention metric

13:11 - Onboarding and goal reviews

17:24 - Keeping people for 2 years

He Gives His Training Plans Away for Free—and Still Closes 80% of Sales!

Thu, 25 Sep 2025 00:00:00 -0400

Kevin Munoz gives his training plans away for free—and still closes 80% of sales! Find out how he does it in this episode of “Run a Profitable Gym.”

Today, host Mike Warkentin talks with Munoz about how he built $500+ average revenue per member (ARM) at his gym, Peak PT. Kevin shares the exact strategies that helped him land on Two-Brain's Top 10 ARM leaderboard, which runs from $502 to $854.

At Peak PT, Kevin uses Two-Brain's Prescriptive Model to sell, and he'll give prospective clients an entire training plan in free consultations to boost the "know-like-trust factor." He shows so much value that eight in 10 prospects sign up even though they could walk out with a free training plan.

There's more: Munoz explains why cutting low-value services boosted his revenue, how semi-private training fits into his business and why overdelivering during his on-ramp program makes conversions to recurring memberships simple.

He also details the community partnerships, referral systems and client events that keep new leads flowing into his gym without heavy reliance on paid ads.

Tune in for a step-by-step look at how one gym used systems and value to acquire better clients, increase retention and produce ARM north of $500 per month.

Links

Gym Owners United

Book a Call

0:52 - What drove his ARM increase?

8:05 - Where to find high-value clients

10:56 - High-conversion sales process

15:12 - Finding Two-Brain to now

25:16 - #1 tip to boost ARM

10 Proven Tactics to Earn More Per Member at Your Gym

Mon, 22 Sep 2025 00:00:00 -0400

Ready to find out how the top gyms in the world earn between $500 and $850 per member each month?

Today on “Run a Profitable Gym,” Chris Cooper reveals the latest leaderboard for average revenue per member per month (ARM) and explains exactly how the Top 10 gym owners earned their spots.

You’ll hear about 10 proven tactics used by the leaders, including bundling services, offering semi-private training, selling with the Prescriptive Model and using simple billing changes to boost revenue.

Coop also shares tips on referrals, pricing and niche specialization, and he explains why showing value is always more effective than cutting prices.

Tune in for actionable strategies you can apply immediately to raise your ARM and build a more profitable, sustainable business.

Links

Gym Owners United

Book a Call

1:51 - Increase rates, value and referrals

2:51 - Add PT and niche down

4:21 - Bundle high-value services

6:31 - Sell with the Prescriptive Model

7:03 - Strategic billing and location

Is Your Gym Business Healthy? Use This 6-Metric Report Card to Find Out

Mon, 15 Sep 2025 00:00:00 -0400

Gym growth is simple when you understand the only six metrics that really matter in fitness businesses.

In this episode of “Run a Profitable Gym,” Chris Cooper breaks them down so you can improve your gym:

Average revenue per member (ARM)
Length of engagement (LEG)
Return on investment (ROI)
Effective hourly rate (EHR)
Net owner benefit (NOB)
Client headcount

Using data from over 15,000 gym owners who contributed to Two-Brain’s 2024 “State of the Industry” guide, Coop presents the industry averages for each metric so entrepreneurs know exactly where they stand in comparison.

Then, he equips gym owners with specific tactics to improve each metric and explains why many gyms actually don’t need more members to generate additional revenue.

Plus, Coop dives deep into marketing with Two-Brain’s four-funnel system: referrals, content, social media and paid ads.

He even shares an exclusive preview of the clients-only worksheet Two-Brain gym owners use to audit marketing performance, and he provides actionable fixes for each funnel.

Tune in to learn how to track and improve the critical numbers in your gym business.

Want Coop’s $100K checklist? Head to Gym Owners United using the link below and send him a DM.

Links

Gym Owners United

Book a Call

2:14 - Average revenue per member (ARM)

8:23 - Length of engagement (LEG)

14:33 - Return on investment (ROI)

21:48 - Effective hourly rate (EHR)

27:14 - Net owner benefit (NOB)

32:47 - Client headcount

37:13 - Four marketing funnels

45:13 - Auditing and fixing your funnels

59:34 - Getting more leads

Fix the Owner, Fix the Business: Leadership Skills for Gym Growth

Thu, 11 Sep 2025 00:00:00 -0400

What’s stopping your gym from growing?

In this episode of "Run a Profitable Gym," Chris Cooper explains how gym owners accidentally limit their business growth and presents a four-level framework for leadership mastery.

The progression moves from self-leadership (controlling your focus and energy) to team leadership (getting staff aligned without micromanaging), peer leadership (influencing equals without authority) and community leadership (expanding impact beyond your gym).

The key insight: Before you can lead others effectively, you must first master yourself.

Fix the owner, fix the business.

Links

Gym Owners United

Book a Call

1:57 - Self-leadership

6:45 - Team leadership

10:30 - Peer leadership

14:23 - Community leadership

18:31 - How to grow as a leader

From Broke to Wealthy: The 4-Phase Gym Owner Blueprint

Mon, 08 Sep 2025 00:00:00 -0400

Overwhelmed by conflicting business advice? Cut through the noise with Chris Cooper’s proven system for building wealth as a gym owner.

In this episode of “Run a Profitable Gym,” Chris explains how to move beyond the passion-first mentality that keeps most fitness entrepreneurs stuck and broke.

He breaks down his four-phase roadmap for gym-owner wealth: Founder, Farmer, Tinker and Chief. These phases show you what to focus on right now, what to ignore and how to move toward financial freedom.

Coop also shares candid stories from his early years of gym ownership, including mopping floors personally and trapping his business in Founder Phase. Everything changed when he focused on fixing the foundation first, stopped trying to market a broken gym, and started doing the right things as a CEO and business owner.

Now as the CEO of Two-Brain Business, Cooper has helped thousands of fellow gym owners fix their businesses, too. He’s minted more than 60 millionaire gym owners, and hundreds more are earning over $100,000 per year.

It’s time to break free from day-to-day operations and start building wealth. Tune in to get the full blueprint.

Links

Gym Owners United

Book a Call

1:28 - Why gym owners get stuck

7:44 - Founder Phase

10:51 - Farmer Phase

14:34 - Tinker Phase

19:36 - Chief Phase

How He Leveraged Free Tools and Mentorship to Become a Top Earner

Thu, 04 Sep 2025 00:00:00 -0400

After consuming free Two-Brain content for three years, gym owner Tyler Ouwendyk signed up for mentorship. Less than a year later, he earned a spot on the Top 10 leaderboard for net owner benefit (take-home pay), which ranges from US$17,000 to $45,000 per month.

Tyler runs three facilities in a town of 30,000 people: two 24/7 access gyms with memberships capped at 400-500, plus a group training studio that launched with 52 members on Day 1 and hit 130 clients in eight months.

In this episode, Tyler shares the Two-Brain strategies that contributed most to his gyms’ success:

Eliminating all discounts and sales.
Raising prices to reach the top of his market.
Creating proper onboarding systems.
Adding goal reviews to drive retention and upsells.

He also explains how mentorship accelerated his growth through expert guidance and accountability.

Now, as a Tinker-level gym owner, Tyler’s focus is on building wealth through real estate, life insurance and other investments.

His advice to gym owners who are considering mentorship?

“Just do it. It's not a cost; it's an investment. You're gonna see the ROI right away.”

Links

Gym Owners United

Book a Call

0:50 - Getting results from free content

3:54 - Goal reviews in an access gym

9:53 - Why go from free to paid help?

13:43 - How mentorship added speed

17:54 - Opening a profitable new gym

Build a Systemized, Profitable Gym (Without Losing Your Freedom)

Mon, 01 Sep 2025 00:00:00 -0400

Many gym owners burn out because they reinvent everything daily. In this episode, Chris Cooper shows you how to systemize your gym without killing your creativity.

He introduces the concept of “freedom within a framework”—the solution to decision fatigue, staff chaos and businesses that get stuck in the Founder Phase forever.

Coop explains exactly where to systemize and where to be creative in each area of your business:

Marketing
Sales
Retention
Operations
Leadership

You’ll also hear how Two-Brain Business mentors help fitness entrepreneurs build solid systems that support their gyms’ growth without forcing a model or method.

Stop starting from scratch every day and start building the stable, profitable gym you want to run.

Links

Gym Owners United

Book a Call

0:19 - The problem and its solution

4:41 - Marketing and sales systems

9:26 - Retention and referral systems

11:53 - Ops and leadership systems

17:26 - Mentorship gives you freedom

$600 Per Member in 1,400 Square Feet—It Can Be Done!

Thu, 28 Aug 2025 00:00:00 -0400

Think you need a huge gym and hundreds of members to make serious money? These gym owners proved that wrong by generating $600 average revenue per member (ARM) in just 1,400 square feet.

In this episode of "Run a Profitable Gym," Mike Warkentin sits down with Jake Parton and Jenser Gomes from Evolver Fitness in Connecticut, who made Two-Brain's Top 10 leaderboard for net owner benefit (owner take-home) with only 90 members.

Jake and Jenser reveal how they built a high-ticket, high-touch personal-training model that keeps overhead low and maximizes profit.

They share their bootstrap approach to opening during the pandemic and explain how they lost 85 percent of their clients before rebuilding with systems that now allow them to work fewer hours while earning more.

Also up for discussion: their referral-based marketing strategy that eliminates the need for expensive ads and their extraordinary retention system that keeps clients for years.

Tune in to hear how these gym owners worked with a mentor to create the systems that transformed their business and allowed them to build a team of trainers to deliver high-quality service.

Links

Gym Owners United

Book a Call

1:27 - Key to high net owner benefit in a small gym

4:42 - Planning for high ARM

9:57 - Earning more for their time

14:47 - Acquiring and retaining clients

27:25 - Systemizing their business

How to Pay Yourself More in 2025: Gym Owner Income Strategies

Mon, 25 Aug 2025 00:00:00 -0400

In this episode of "Run a Profitable Gym," Chris Cooper reveals the monthly leaderboard for net owner benefit—what gym owners actually pocket from their businesses.

The top-earning fitness entrepreneur takes home over $45,000 a month!

So what are our elite gym owners doing that others aren't?

The Top 10 includes gyms from Belgium, Norway, Canada and Hong Kong, proving location doesn't limit earning potential.

The leaders also proved small gyms can dominate: One top earner has only 90 members, and another operates in just 1,400 square feet of space.

Chris breaks down the two key factors behind high net owner benefit for gym owners: consistency in delivery and total business excellence.

You’ll also find out which business models are driving these impressive income stats. Some gym owners focus strictly on one-on-one coaching, while others use semi-private training or a combination of high-value services to increase revenue.

Listen to learn about the marketing, sales, retention and staff-development systems that separate top-earning gym owners from those who are barely breaking even.

Links

Gym Owners United

Book a Call

1:58 - Top-earning gym owners revealed

4:43 - Keys to high net owner benefit

8:45 - Staff systems support growth

10:53 - Models with the highest NOB

15:56 - What all 10 have in common

Using Data to Make Smart Gym Decisions

Thu, 21 Aug 2025 00:00:00 -0400

Think you need 300+ members to run a profitable gym? The data says otherwise.

In fact, the average gym can generate an extra $45,000 per year just by keeping the clients it already has for two extra months.

In this episode of "Run a Profitable Gym," Chris Cooper cuts through the noise with hard numbers from the “State of the Industry” report—the most comprehensive data set in the fitness industry.

He walks through the six metrics every gym owner needs to make smart business decisions:

➡️ Average revenue per member (ARM)—earn more without adding clients.
➡️ Length of engagement (LEG)—keep members longer.
➡️ Net owner benefit (NOB)—your rewards as an entrepreneur.
➡️ Return on investment (ROI)—which expenses allow you to increase revenue.
➡️ Effective hourly rate (EHR)—are you a trainer or a CEO?
➡️ Client headcount—the lives you are changing with fitness.

Listen to hear all six metrics explained, then help build the next report by filling out the survey via the link below.

Links

"State of the Industry" Survey

Gym Owners United

Book a Call

1:32 - Earn more per client

3:10 - Keep clients longer

6:17 - Take home more money

7:57 - Increase return on investment

11:11 - Earn more per hour

Truth vs. BS: Help Separate Fact From Fiction in the Fitness Industry

Mon, 18 Aug 2025 00:00:00 -0400

“Get 500 members.” “Online coaching is dead.” “Don't raise your rates.”

How much of the gym business advice flooding your social feeds is actually true?

In this episode, Chris Cooper cuts through the BS with a crucial request for gym owners: Be part of Two-Brain's annual “State of the Industry” report.

Every year, thousands of gyms worldwide contribute to the report, along with software platforms such as Wodify and Kilo, creating the largest fitness business data set in the world.

The data is reviewed by an independent analyst and then published to help gym owners make informed decisions about pricing, staffing, marketing and more—one gym owner even saved $100,000 on a lease just by reading the report.

The more gyms that participate, the clearer the picture becomes for every gym owner.

Please take five to 10 minutes to fill out the survey via the link below. In return, you'll get immediate access to 19 of Two-Brain's best resources and an advance copy of this year’s “State of the Industry” report delivered straight to your inbox.

Don’t just listen to the loudest voice you hear. Let’s separate fact from fiction together.

Links

"State of the Industry" Survey

Gym Owners United

Book a Call

Never Type Again: How Wispr Flow and Chat GPT Can Improve Efficiency in Your Gym

Thu, 14 Aug 2025 00:00:00 -0400

Hate writing but love talking? Here's how one gym owner uses AI to create everything from SOPs to sales scripts without typing a single word.

In this episode of "Run a Profitable Gym," Mike Warkentin sits down with gym owner Ryan Webb to explore how AI tools have transformed his gym’s operations—with minimal investment of time or money.

Ryan shares his workflow for using Wispr Flow and ChatGPT to save hours each week on essential business tasks.

He explains how Wispr Flow transcribes and improves spoken thoughts, which ChatGPT can then turn into marketing copy, staff playbooks, sales scripts and much more.

These AI tools can even help gym owners navigate tough conversations with employees.

This episode will equip you with a complete system for quickly turning your thoughts into polished content that helps you grow your gym.

Links

Streamline Ops With AI

Wispr Flow

Book a Call

Gym Owners United

0:58 - Using ChatGPT and Wispr Flow

03:49 - Other uses for these tools

06:38 - Shortcut for creating staff playbooks

12:41 - Feedback on sales scripts

16:55 - Future plans for scaling AI

Systemize, Optimize, Automate: The Gym Owner's AI Playbook

Mon, 11 Aug 2025 00:00:00 -0400

Tired of wearing every hat in your gym?

AI can handle repetitive tasks so you can focus on the work only you can do.

Today on “Run a Profitable Gym,” Chris Cooper explains how gym owners can use artificial intelligence to automate their businesses without losing the human touch that gyms need.

He walks through the three-step process of systemize, optimize, automate—explaining that many gym owners fail to use AI successfully because they’re trying to automate broken or undefined processes.

Once solid systems have been optimized, gym owners can use AI for basic customer service, habits coaching, inventory management and similar tasks, which frees up their time for high-value work.

Coop also shares specific tools Two-Brain gyms are already using, from Garmin Clipboard for tracking athlete data to ManyChat for nurturing leads.

Check out the full episode to learn which tasks to automate first in your gym so you can start buying back your time.

Links

Gym Owners United

Book a Call

3:02 - AI for ops and systems

8:05 - AI for inventory management

15:21 - AI for habit-based coaching

18:37 - AI for marketing & brand

25:38 - Massive opportunity for gym owners

29:39 - Culture, community & identity

“The Golden Hour”: How This Daily Habit Saved Chris Cooper’s Gym

Thu, 07 Aug 2025 00:00:00 -0400

What if one simple daily habit could help you grow your gym?

In this episode of "Run a Profitable Gym," Chris Cooper invites you to join him in his Golden Hour—a daily routine that grew his gym and other businesses.

This business-building hour is structured with the GOLDEN acronym:

- Go to a place where you can focus.
- Open your mind with a brain dump.
- Lead with marketing reps.
- Do your big projects.
- End at the hour.
- Next steps.

Chris details each component and provides specific examples, from creating content on Monday to mining leads on Thursday.

Tune in to see the exact process that's helped top Two-Brain gyms grow 32 times faster than the industry average.

Then get your free copy of “The Golden Hour” by Aug. 8, 2025, via the link below—and use it to transform your business.

Links

"The Golden Hour"

Gym Owners United

Book a Call

5:13 - Get the free book on Amazon

6:11 - GOLDEN acronym breakdown

12:21 - Big projects vs. marketing reps

18:10 - Real wins from gym owners

23:05 - Why gym owners need hope

Free Books for Gym Owners: Chris Cooper's Complete Library Giveaway

Mon, 04 Aug 2025 00:00:00 -0400

Overwhelmed by business advice and the mountains of fix-your-gym resources?

That's common, and overwhelm kills action.

To help, Chris Cooper walks through six of his books for gym owners and helps you choose the one that will help you get big-time results today.

👉 You can even get the book you need for free between Aug. 4 and 8, 2025.

Maybe you need “Gym Owners Handbook” to help you systemize operations or “The Golden Hour” to build the daily habits that grow your business.

If your business is already operating at top speed, it might be time to focus on your coaching with Coop’s newest book, “Help Best.” Or maybe you want to build wealth—your resource is "Millionaire Gym Owner."

Don’t read dozens of books and sit on your knowledge. Instead, read the one book you need right now and turn that knowledge into gym growth.

Pick your book and download it for free Aug. 4-8, 2025.

Links

“Start a Gym”

“Gym Owners Handbook”

“Millionaire Gym Owner”

“Founder, Farmer, Tinker, Thief”

“The Golden Hour”

“Help Best”

Gym Owners United

Book a Call

0:01 - What book do you need right now?

2:13 - Books on running a gym

9:22 - A book to help you take action

16:29 - A new book for coaches

23:59 - How to get these free books

93% Close Rate: Gym Sales Leader Reveals His System

Thu, 31 Jul 2025 00:00:00 -0400

Most gym owners struggle to close in just half of sales consultations.

Korey Schindler closes at a 93 percent clip.

In this episode of "Run a Profitable Gym," Korey, co-owner of Impact Fitness in Florida, reveals how he achieved his incredible close rate by following up with leads 381 times in one month. His efforts produced 44 sales consultations and 41 new members.

Korey breaks down the process he follows to turn cold Facebook leads into paying clients: He follows up with lightning speed, relies on script-based conversations—which he still rehearses even with 10 years of sales experience—and uses a systemized consultation process.

He also shares how Two-Brain mentor Nick Habich helped him discover he didn't need better closing skills; he actually needed more leads to supercharge his sales engine. This realization pushed Korey to set up the lead ad system that's now driving record revenue in his gym.

Tune in for the step-by-step process that put Korey on Two-Brain's sales and marketing leaderboards, plus scripts and strategies you can implement today.

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1:02 - No. 1 reason for A+ sales metrics

6:22 - How Korey gets leads to book

9:49 - How Korey gets leads to show

13:02 - How Korey closes

21:58 - The value of mentorship

Marketing Excellence: How Top Gyms Get Leads to Book, Show and Buy

Mon, 28 Jul 2025 00:00:00 -0400

Every month, Two-Brain founder Chris Cooper shares real gym data and actionable tips from top performers. In July 2025, it's all about marketing excellence.

Today on “Run a Profitable Gym," Chris presents the leaderboards for three key marketing metrics that tell you if your sales funnel is leaky or locked down:

Set rate
Show rate
Close rate

Instead of just buying more ads, these Top 10 CEOs refined their systems so more leads booked appointments, more prospects showed up and more people committed to memberships.

Six gyms made all three leaderboards, proving their marketing systems are A+.

From logging 400+ monthly follow-ups to rehearsing every sales consultation, our leaders share their secrets. Chris reveals exactly how these world-class gyms filled their calendars with No Sweat Intros, nurtured leads so they actually walked through the door and closed sales using the Prescriptive Model.

Tune in to for practical tactics you can use today to tighten your gym’s marketing and sales processes.

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3:04 - Set rate leaderboard

4:10 - Show rate leaderboard

5:56 - Close rate leaderboard

6:56 - What excellence in marketing means

9:26 - Lead-nurture strategies

12:33 - Product-market fit

Million-Dollar Mistakes: The True Cost of Inaction for Gym Owners

Thu, 24 Jul 2025 00:00:00 -0400

Tired of watching small mistakes drain your gym's profits? Here's how to stop paying the “dumb tax” once and for all.

In this episode of “Run a Profitable Gym,” Chris Cooper explains how seemingly small business mistakes compound into million-dollar losses over time. More importantly, he tells you how to stop making these gym-sinking errors.

Coop presents three types of mistakes that destroy gym profitability:

Compounding problems get worse over time. Example: hiring without proper training systems.
Delaying problems punish you for procrastinating. Example: avoiding necessary price increases.
Mounting problems are fueled by the increasing momentum of repeated errors. Example: dumping more members into a gym with a broken pricing model.

Chris also gets brutally honest about his own expensive mistakes as a gym owner, and he calculates the real cost of inaction and poor systems so you can see how errors affect P&L statements.

Tune in for the full breakdown and then take action before profit-killing mistakes put you on the path to bankruptcy.

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0:01 - Intro

1:39 - Compounding problems

7:59 - Delaying problems

11:43 - Mounting problems

14:58 - What’s the cost of change?

Paying the Dumb Tax: How to Stop Wasting Time and Money in Your Gym

Mon, 21 Jul 2025 00:00:00 -0400

Most gyms don’t fail because of one big disaster. They fail because of small, repeated mistakes that drain money, energy and time until the owner burns out.

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper explains how to spot and avoid common mistakes in your gym—in other words, how to stop paying the “dumb tax.”

From undercharging to chasing the wrong metrics, Coop shares how he paid the dumb tax in his own gym and learned some tough lessons.

He explains how to replace guesswork with clear data, build pricing and systems that work, and make decisions that increase revenue instead of eroding it.

Ever feel like you’re working harder and harder but never getting ahead? This episode will show you how to break the cycle and start building a sustainable, profitable gym.

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0:52 - What is the dumb tax?

3:47 - Always chasing more clients

4:34 - Undercharging and discounting

6:18 - Confusing the model with the method

8:09 - How to avoid the dumb tax

Need a Vacation? Here's How a CrossFit Games Athlete Earns Time Off

Thu, 17 Jul 2025 00:00:00 -0400

In this episode, gym owner and CrossFit Games athlete Bryce Broome shares how he built a profitable, systemized gym that lets him take regular time off to travel, train, compete and recharge.

In fewer than two years, Bryce has developed a team that handles day-to-day operations when he’s away—without sacrificing client care or profitability.

He explains how business planning with a Two-Brain mentor set his gym up for success from Day 1: Before opening, he planned for staffing costs and scalability, identified his ideal culture, and hired staff who aligned with that culture.

The result? A gym that pays him well and gives him time to enjoy life outside it.

Proof: Bryce did this interview while on vacation, and he'll be taking more time off to compete in the CrossFit Games at the beginning of August.

Tune in to hear Bryce’s story and find out how you can start building a business that allows you to live the life you want.

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1:20 - Breakdown of Bryce’s gym

10:45 - Providing careers for staff

15:22 - The value ladder exercise

19:17 - How Bryce takes regular vacations

28:05 - Advice for other gym owners

Reclaim Your Time: The Exact System to Move From Coach to Owner

Mon, 14 Jul 2025 00:00:00 -0400

Stop wearing every hat in your gym. It’s time to move from coach to owner.

In this episode of “Run a Profitable Gym,” Chris Cooper shares the exact steps gym owners can take to reclaim their time, take regular vacations and build businesses that run on systems.

He walks you through the process of “climbing the value ladder,” aka buying back your time:

- Identify the roles you fill.
- Calculate the replacement cost for each role.
- Write step-by-step instructions for each role.
- Delegate roles from lowest to highest value.
- Take time off to test the system.
- Identify problems and upgrade instructions so they're perfect.

Coop also explains how to coach and evaluate staff and why gym owners often mistake poor systems for “people problems.”

Tune in for the full playbook, then apply it and put it to the test by finally taking some time off.

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0:48 - The steps to take time off

2:57 - How Coop climbed the value ladder

4:26 - Get the systems out of your head

8:45 - Activate your staff

11:52 - Is it a people or process problem?

Client Success and Big Revenue: Goal Reviews for the Win

Thu, 10 Jul 2025 00:00:00 -0400

If you’re not regularly sitting down with your clients to talk about their goals, you’re leaving money on the table.

In this episode of “Run a Profitable Gym,” gym owner and chiropractor Dr. Brian Strump shares how quarterly Goal Review Sessions became one of the most effective tools in his gym for increasing retention, referrals and average revenue per member.

Brian walks through exactly how his team at Live Active Charlotte uses these short conversations to keep clients engaged, identify new opportunities to help them, and increase gym revenue without running ads or pushing sales.

He also breaks down how he tracks key metrics and gets buy-in from his staff.

Tune in to hear the full breakdown, then implement goal reviews and watch what happens to your gym’s revenue and your clients' results.

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1:05 - Why use goal reviews?

8:53 - Impact on gym metrics

13:42 - When to do goal reviews

18:56 - Goal reviews help clients

23:50 - Brian’s No. 1 tip for gym owners

Free Training: Generate $10K in PT Without Adding a Single Member

Mon, 07 Jul 2025 00:00:00 -0400

In this episode, Chris Cooper shares a preview of his upcoming training session for gym owners: “How to Add $10K in PT Without Adding a Single Member.”

During the live, interactive webinar, you’ll learn how to sell PT confidently, prescribe it in Goal Review Sessions and No Sweat Intros, and set simple targets to quickly grow your revenue.

Coop will also show you how to overcome common mindset barriers. For example, many of your members actually need one-on-one coaching to get better, faster results, and other members don't need PT but want it because they prefer convenience, attention and privacy.

You don’t have to chase new members to boost your gym's revenue. Find out exactly how to add $10K with personal training on July 8 at noon Eastern in Gym Owners United: http://gymownersunited.com

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Revenue Secrets: Gamification and Annual Planning for Massive Months

Thu, 03 Jul 2025 00:00:00 -0400

John Bartholomeo, one of Two-Brain’s Top 10 leaders, added $15,000 in monthly revenue through annual planning and smart gamification of challenges at Mohawk Valley Wellness.

Today on “Run a Profitable Gym,” he shares how his gym uses simple, repeatable systems to run revenue-generating nutrition challenges and events that clients love.

These events aren’t last-minute attempts to fill revenue gaps. They're part of a clearly defined annual plan that's created each year in collaboration with a mentor to drive engagement, retention and profitability.

John reveals how he turns nutrition into a competitive game, using streaks and point systems to boost client results, consistency and fun. He also explains how challenges help onboard new clients and support long-term retention.

You don’t have to reinvent the wheel to bring in more revenue. Tune in to find out how predictable planning and mentorship can improve your gym’s bottom line.

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1:08 - $15K per month in additional revenue

3:44 - Planning events and challenges

6:60 - Gamifying nutrition challenges

15:47 - Converting to ongoing programs

18:51 - Where mentorship fits in

How These Gyms Generate Over $60K in Monthly Revenue

Mon, 30 Jun 2025 00:00:00 -0400

In this episode of “Run a Profitable Gym,” Chris Cooper explains how the Top 10 gyms on the revenue leaderboard drive consistent, high-level monthly income.

These gyms have moved beyond the "group only" model to add high-value services such as personal training, small-group training and semi-private training. Some gyms are generating significant revenue with challenges and special events that include gamification to drive retention.

Chris shares what the top performers have in common—such as strong client avatars, structured annual planning and a focus on delivering measurable results—and explains why mentorship is a key part of their stories.

He also serves up quotes and tactical insights directly from gym owners who are generating $61,000-$114,000 per month.

Aiming for a big revenue milestone? This episode will show you what’s possible and help you start working toward your goal today.

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1:26 - Top 10 revenue leaderboard

2:53 - What the Top 10 have in common

8:06 - Tips from revenue leaders

9:45 - Gamification and challenges

15:42 - Success is possible

From $0 to $200,000 in Semi-Private Training Revenue

Thu, 26 Jun 2025 00:00:00 -0400

Erik Zeyher’s gym, Warlock CrossFit, generates over $200,000 in annual revenue from its semi-private training program.

In this episode of “Run a Profitable Gym,” Erik breaks down the exact steps he took to build a premium program that works across the board—for clients, coaches and the business. As Erik puts it, “It is aces.”

Erik shares how he structures sessions, pricing and coach pay, and he explains how he generated internal buzz around the program to fill it fast. When his first semi-private session filled up in just 45 minutes, Erik knew he had a winner.

He also gets into logistics issues such as scheduling, onboarding, space constraints and last-minute cancellations.

Now, with expert mentorship and dialed-in systems, Erik can rely on his semi-private program to add $15,000-$22,000 to his gym’s revenue each month.

Thinking about adding a high-value semi-private personal training program? Tune in to hear from a gym owner who’s done it successfully.

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0:01 - Semi-private revenue boost

6:51 - Increased coach pay

12:41 - Biggest challenge in this model

18:36 - Time and space logistics

29:36 - Should gyms implement this?

Never Launch a Semi-Private Program Without Doing THIS First

Mon, 23 Jun 2025 00:00:00 -0400

Small-group and semi-private training can dramatically increase your gym’s revenue, improve coach pay and boost client results.

In this episode, gym owner and semi-private specialist Daniel Purington shares exactly how to build a high-revenue, high-retention semi-private program from the ground up.

Certain prerequisites must be in place before you offer this service. If you miss steps, your program will flounder, you'll get frustrated and your members won't sign up for coaching that can help them get better results faster. Daniel's got your do-this-first checklist.

Daniel also identifies the biggest mistake gym owners make when building semi-private programs, offers his tips for success and explains how to fill your program. Hint: You don't need to spend money on ads or create a new marketing campaign.

As a bonus, Daniel breaks down how his own gym—Woodslawn Fitness in Portland, Oregon—runs concurrent sessions in just 650 square feet, generates $230 per session and pays his semi-private coaches up to $11,000 a month.

Thinking of adding a high-value revenue stream to your gym? Tune in for a step-by-step guide.

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The Prescriptive Model

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1:00 - Small group & semi-private revenue

3:25 - How to know if you’re ready

6:56 - Big vs. small group logistics

14:13 - How to fill a program

20:41 - Next steps to get started

How to Book More Intros and Sell More Without Buying More Ads

Thu, 19 Jun 2025 00:00:00 -0400

Does your gym really need more leads, or are you wasting the leads you already have?

In this episode of “Run a Profitable Gym,” marketing expert John Franklin shares six simple strategies that will help you book more intros and close more sales without spending a dime on ads.

Even small improvements in your lead-nurture process can produce huge returns—just one extra sale per month can add over $17,000 in revenue to a gym.

John explains:

How and when to contact leads.
How to personalize lead nurture so your gym stands out.
How to use long-term lead-nurture tactics that convert cold leads into paying clients months down the line.
How to use automations without losing the human touch.

He even shares a never-miss script you can use verbatim to start more conversations.

Tune in to hear all six strategies, then start implementing them today to convert more leads into high-value gym members who stay for years.

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0:29 - Call your leads

7:55 - Follow up with leads

11:12 - Optimize availability

15:32 - Personalize lead nurture

20:49 - Long-term lead nurture

10 Lead-Nurture Strategies to Unlock Hidden Profit

Mon, 16 Jun 2025 00:00:00 -0400

Today, Two-Brain Business founder Chris Cooper previews his new lead-nurture webinar and free checklist guide.

If you’re chasing more leads but not seeing results, this training is for you.

Learn how to stop wasting the leads you already have, get more leads to show up and improve your conversion rate by 21X.

Ready to unlock hidden profit with 10 proven lead-nurture strategies? Attend the free training on June 17 at noon Eastern in Gym Owners United.

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No Gym Left Behind: A Message to Owners Who Feel Stuck

Thu, 12 Jun 2025 00:00:00 -0400

If you’re struggling to keep your gym afloat or feeling stressed about your business, this is the podcast for you.

Today on “Run a Profitable Gym,” Two-Brain founder Chris Cooper shares a powerful message for owners who are exhausted, overwhelmed or unsure what to do next:

You’re not alone.

Coop explains how gym owners can turn things around and why “hope” isn’t a feeling. It’s a decision.

Chris lays out the real reasons gyms fail and lists the key differences between those that thrive and those that shut down. Then he lists the exact first steps to take if you're losing money and offers a formula for creating hope.

No gym should be left behind. This episode will show you how to move forward.

And if you want to move forward at the greatest speed, get a coach. Mentorship gives gym owners the clarity, focus and accountability they need to transform struggling gyms into world-class businesses.

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0:18 - Why we leave no gyms behind

3:10 - Defining success for owners & coaches

6:51 - What separates those who get results

8:12 - Creating hope with the GAP formula

10:36 - What you can do right now

Knowledge Isn’t Enough: Why Gym Owners Need Mentorship

Mon, 09 Jun 2025 00:00:00 -0400

Knowledge won’t grow your gym—action will.

In this episode, Two-Brain founder Chris Cooper explains how to close the gap between learning and doing so you can move your business forward.

For gym owners, the cost of inaction is high: wasted payroll, lost revenue, clogged marketing funnels and low retention.

Chris has seen thousands of gym owners get stuck in a cycle of compounding mistakes—not because they lacked information but because they didn't have someone to help them sort through the info and figure out what to do "right now."

The solution? Building a clear plan for your gym with an expert mentor who will tell you exactly what to do and hold you accountable for doing it.

If you’ve been consuming videos, blogs and books without making progress in your business, tune in to find out what separates growing gyms from stagnant gyms.

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0:32 - The implementation gap

1:31 - The cost of inaction

3:54 - How mistakes compound

4:49 - Value of an outside perspective

7:38 - Why Chris still has mentors

All the Secrets From a 420-Member CrossFit Affiliate in Portugal

Fri, 06 Jun 2025 00:00:00 -0400

CrossFit Mondego has 429 members—and they’re not bleeding out the door.

In this episode of “Run a Profitable Gym,” Mike Warkentin sits down with one of CrossFit Mondego’s owners, Luísa Mesquita, to find out exactly how she and her partners transformed a gym with high churn into a 400-plus-member powerhouse with great retention.

Luísa breaks down the key additions that fueled their explosive growth, including a data-driven referral funnel that consistently brings in new leads without ad spend.

In addition to expanding client count, CrossFit Mondego has boosted its revenue with a high-value on-ramp program, as well as small-group and hybrid training.

Luísa explains how her Two-Brain mentor, Brian Foley, helped the gym’s owners make gradual changes to move the needle and scale with sustainable systems—without burning out.

Listen to Luísa's full story, and then use her tips to build a gym where more people stay longer and pay more.

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2:12 - How retention has increased

5:32 - The impact of on-ramp

12:50 - Additional programs driving growth

19:47 - Hyrox at a CrossFit gym

24:30 - Why Luísa slowed down ads

31:56 - Advice for getting more clients

How the Top Gyms Serve 370+ Clients (Without Burning Out)

Tue, 03 Jun 2025 00:00:00 -0400

In this episode of “Run a Profitable Gym,” Chris Cooper presents the leaderboard for gyms with the most paying members.

Coop reveals what the leaders have in common: They all focus on improving business fundamentals—such as retention, staffing and repeatable systems—instead of chasing shiny objects such as ad campaigns.

Another commonality: boosting average revenue per member (ARM) rather than just adding a ton of cheap, new members. To accomplish this, many have added high-value options such as small group training, personal training and Hyrox programming.

Chris also shares real quotes from these leaders, including one from an owner whose gym halved its ad spend while increasing front-end revenue.

Tune in to hear tips from top gym owners for growing your client headcount without spending your hard-earned profit on advertising.

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0:01 - Intro

1:42 - Gyms with the most clients

3:05 - What they have in common

4:53 - Quotes from the leaders

9:43 - CrossFit gyms in Europe

Double the Revenue: When More Members Stay Longer and Pay More

Thu, 29 May 2025 00:00:00 -0400

Gym owner Aaron Scott followed Two-Brain content for six years before finally signing up for mentorship. When he did, everything changed.

In this episode of “Run a Profitable Gym,” Aaron shares exactly how he doubled his revenue at CrossFit Structure in the U.K.—without dramatically increasing his client count.

He reveals how implementing high-value onboarding, raising rates with confidence and improving back-end systems helped him grow monthly revenue from £7,500 to over £15,000.

With mentorship, Aaron also increased average revenue per member (ARM) by £40 and tripled his length of engagement (LEG).

Building the right systems allowed Aaron to reduce stress and buy back hours so he can spend more time with his family.

If you’ve been sitting on a pile of free content but still feel stuck, tune in to hear what happened for this gym owner when he finally started working with a business expert.

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1:28 - Before and after mentorship

6:00 - Results using free resources

7:44 - Immediate changes with a mentor

11:60 - Three rate increases

15:49 - Aaron’s recent accomplishments

The 6 Reasons Gym Owners Fail

Mon, 26 May 2025 00:00:00 -0400

If your gym isn't paying you at least $100,000 a year, you need to listen to this podcast—or check it out on YouTube to see the visuals.

Chris Cooper shares the six reasons gym owners fail and provides the tools fitness entrepreneurs need to solve these problems.

Coop was a struggling gym owner, too, and this is the exact video that would have saved him 15 years ago when he was struggling to pay the rent as an overworked, underpaid gym owner.

The data-backed, battle-tested resources in this video have:

Helped over 2,700 gym owners take home 24.9 percent more than the average gym owner.
Produced almost 300 gym owners who earn six figures or more.
Minted almost 60 new millionaires.

There’s no catch. Two-Brain leaves no gym behind. These resources are designed to give you a few quick wins and help you build momentum. Get our A+, gym-saving resource package today.

To move faster and accomplish your goals sooner, work with a mentor. A mentor analyzes your business and tells you exactly what to focus on right now so you don’t get overwhelmed.

Because all the knowledge in the world is useless without action.

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Gym Owners United

1:11 - Problem 1: Inconsistent Lead Generation

4:27 - Problem 2: Charging Less Than You’re Worth

7:49 - Problem 3: High Churn

15:27 - Problem 4: Underpaying Yourself

16:49 - Problem 5: Flying Blind on the Numbers

21:43 - Problem 6: Finding and Keeping Great Staff

Hyrox Data Dive: Exact Revenue and ROI Stats on Affiliation

Thu, 22 May 2025 00:00:00 -0400

Robin Sowden-Taylor added Hyrox to his gym and credits it with bringing in 30+ new clients and thousands in extra revenue.

In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Rob, owner of ION Strength & Conditioning in Wales, who opens up his books and shares the exact ROI he’s getting from Hyrox.

He breaks down what he’s paying, what he’s earning and how the program has improved lead generation and member retention—without changing his gym’s core identity.

Rob runs Hyrox classes alongside his existing strength-and-conditioning model, filling underused class times while generating additional revenue and community engagement from Hyrox events.

If you’re considering affiliation or looking for a new revenue stream, tune in to hear exactly what Hyrox delivered for ION Strength & Conditioning.

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Hyrox in a CrossFit Gym

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1:02 - ROI on Hyrox affiliation

6:13 - Rob’s pricing and retention

11:15 - Extra revenue from events

12:52 - Is it difficult to get started?

16:30 - Adding Hyrox to a CrossFit gym

Is Gym Affiliation Worth It? How to Measure the ROI

Mon, 19 May 2025 03:00:00 -0400

Is affiliation worth it—or is it just another unnecessary expense?

In this episode of “Run a Profitable Gym,” Chris Cooper breaks down how to measure the true value of an affiliation or licensing agreement, using clear steps and real-world examples from brands such as CrossFit, Hyrox, CNU Stretch and Parisi Speed School.

You’ll learn what affiliation actually gives you (and what it doesn’t), how it compares to franchising and where a brand fits into your gym’s business structure.

Coop introduces a simple ROI formula to help you determine whether affiliation is helping you attract clients, generate revenue and improve retention—or just adding complexity without a clear return.

Whether you’re considering affiliation or questioning the value of your current brand, this episode will help you make a data-driven decision instead of guessing.

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Affiliation Comparison Chart

Affiliation Value Formula

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0:01 - Intro

0:49 - What does affiliation buy?

5:13 - Where a brand fits in your gym

9:01 - How to measure affiliation value

11:07 - Other revenue from affiliation

Staffing Nightmares: What One Gym Owner Did to Fix the Chaos

Thu, 15 May 2025 00:00:00 -0400

Staffing problems can destroy your gym’s momentum—and your sanity. But with the right systems and mindset, they’re solvable.

In this episode of Run a Profitable Gym, host Mike Warkentin talks with gym owner Chris Williams about the staffing chaos he inherited when he bought his gym.

Chris shares the HR disasters that nearly wrecked his business and lays out the steps he took to rebuild trust, create structure and increase professionalism.

He explains how he turned a gym run by friends into a real business and gained the freedom to step away from day-to-day operations.

He also breaks down his evaluation system, describes his pathways for staff advancement and explains how he approaches hard conversations with employees.

Staffing problems aren't unavoidable, but they are fixable. Tune in to become a better leader for your team!

For more help, use the link below to join Gym Owners United and get the free “7 Deadly Sins of Staffing” guide.

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0:37 - Staffing horror stories

11:27 - Systemizing the business

13:48 - Documenting roles and responsibilities

20:24 - Preventing staffing issues

28:20 - What gym owners can do today

The 7 Deadly Sins of Staffing That Kill Gym Growth

Mon, 12 May 2025 09:00:00 -0400

Staffing is the biggest and most important investment you'll ever make in your gym. Get it right and your business grows. Get it wrong and everything stalls.

Today, Chris Cooper unpacks the seven deadly staffing sins that create chaos, kill growth and keep gym owners chained to day-to-day operations.

From hiring out of desperation to keeping people too long, each staffing mistake is pulled from real conversations with gym owners who’ve felt the consequences.

You’ll probably recognize a few of these mistakes in your own business. You might even realize you’re committing all seven sins.

Coop's got absolution and solutions for you. Tune in to hear how top-performing gyms build strong, reliable teams, then take action to do the same.

To get the full guide, join Gym Owners United via the link below.

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2:22 - Lack of clarity and defined roles

7:06 - Over-incentivizing and promoting

13:08 - Hiring in desperation

16:55 - Keeping people too long

19:30 - Abdicating instead of delegating

No More Summer Slumps! How to Fill the Gap With a Kids Program

Thu, 08 May 2025 00:00:00 -0400

What if your gym was fully booked and highly profitable all summer long?

While many gym owners brace for a summer slump, Debbie Rosslan ramps up with youth programs such as jump training, volleyball development, and speed and agility, which keep her gym full and profitable.

In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Debbie about how she uses kids camps to generate consistent revenue during the months of the year when many gym owners struggle.

Debbie breaks down how she structures her camps, prices them for profitability and keeps kids coming back year after year.

She also shares tips on low-cost marketing and explains why parents happily pay premium rates for her kids programs.

Skip the summer slump this year. Instead, listen in as Debbie shares her playbook for a packed and profitable gym. Then take action today.

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0:35 - Summer opportunities for gym owners

3:52 - Revenue from a kids program

5:27 - Setting up a kids program

10:20 - Filling and marketing a kids program

15:18 - How to get started now

Beat the Summer Revenue Dip: The Gym Owner's Action Plan

Mon, 05 May 2025 00:00:00 -0400

Summer is coming, and for many gym owners, that means holds, cancellations and a painful dip in revenue—but it doesn’t have to.

The summer slump is natural if you don't take action: Clients go on vacation, they trade your programmed workouts for outdoor activities in the sunshine, and kids who are home from school force routine changes.

But when clients stop coming to the gym consistently, they lose the momentum they’ve built, making it harder to get them to restart in the fall.

Today on “Run a Profitable Gym,” Two-Brain founder Chris Cooper gives you a tactical action plan for getting ahead of the summer slump in 2025.

He breaks down practical strategies for improving summer retention and boosting revenue with seasonal programs, such as offseason athlete camps.

You’ll also learn how to offer remote coaching and travel prescriptions so you can keep clients engaged even when they’re outside the gym.

Tune in to hear a complete plan you can apply to your gym today and use every year to make summer a strong season.

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3:25 - Pre-sell fall engagement

5:00 - Seasonal programs and events

7:37 - Camps and programs for offseason athletes

9:06 - Remote training programs

12:29 - Vacation training plans

He Added $200,000 in Semi-Private Training Revenue in Just 1 Year!

Fri, 02 May 2025 00:00:00 -0400

Gabriel Mayer-Bédard, owner of CrossFit St-Basile-le-Grand in Quebec, Canada, used semi-private training to generate over $200,000 in new revenue in just one year.

Adding semi-private training also boosted his gym’s client retention, solved scheduling challenges, and produced higher pay and improved career paths for his coaches.

In a semi-private model, about four clients train at the same time under one coach, and each client receives personalized programming and attention—making it a high-value service for both clients and gyms.

In this episode of “Run a Profitable Gym,” Gabriel outlines exactly how he launched the new service with the help of Two-Brain’s semi-private specialist, Brian Bott.

Gabriel explains how he set pricing and coach pay, sold existing clients on the service, and shifted his onboarding process to funnel new clients into the program.

Looking for a way to grow your gym without burning out? Gabriel’s story will show you what’s possible.

Links

Gym Owners United

Book a Call

0:54 - What is semi-private training?

5:43 - Selling semi-private training

10:27 - Session pricing and trainer pay

14:48 - Onboarding into semi-private

21:58 - Working with a specialist

$OPs: Business Basics That Make Big Bucks

Thu, 01 May 2025 00:00:00 -0400

Tired of answering the same questions, fixing the same mistakes and doing everything yourself?

In this episode, Corey Lewis, Two-Brain mentor and owner of Xtra Mile Fitness, shares how systemizing his gym with SOPs (standard operating procedures) has helped him save time, improve retention, onboard staff more efficiently and build a more profitable business.

Creating SOPs doesn’t have to be painful. Corey reveals his quick hack for writing them in minutes with help from AI, and he explains why systemizing even the smallest tasks—like opening the gym or cleaning equipment—can unlock massive growth.

He also walks through his process for presenting SOPs to staff to get their buy-in and create a better client experience.

Stop doing everything yourself. Tune in to learn how to buy back your time, reduce stress and run a more profitable gym.

Links

Gym Owners United

Book a Call

3:01 - How to create efficient SOPs

7:04 - Presenting SOPs to your staff

10:01 - When to review & update SOPs

14:41 - Examples from Corey’s mentees

17:52 - Buying back your time

Want to Earn $100K From Your Gym? Start With This Checklist

Mon, 28 Apr 2025 00:00:00 -0400

Want to earn $100,000 a year from your gym? Passion alone won’t cut it. You need a clear plan.

Today, Chris Cooper introduces a proven, step-by-step guide: “The Gym Owner’s Checklist for Hitting $100K+ Annual Income.”

Based on data from thousands of gyms worldwide, this checklist outlines exactly what you need to do to build a profitable, sustainable business.

It’s broken down into six essential areas:

- Get More Clients
- Average Revenue Per Member (ARM)
- Length of Engagement (LEG)
- Effective Hourly Rate (EHR)
- Staff
- Finance

If you’ve ever felt overwhelmed by the business side of gym ownership, this checklist will give you a clear path forward.

Join Chris for a live walkthrough and Q&A on April 29 at 12 p.m. EDT in Gym Owners United—linked below.

Links

Gym Owners United

Book a Call

0:01 - Intro

2:29 - Overview of the checklists

3:48 - Client headcount, value & retention

8:13 - Owner pay, staff & finance

9:50 - Your next step

$450+ Average Revenue Per Member 5 Months After Opening!

Thu, 24 Apr 2025 00:00:00 -0400

At just five months old, Emilie Towns’ gym is already averaging more than $450 per member per month.

Instead of offering big group classes, Emilie built Ardent Fitness on a high-value foundation by focusing on semi-private and small-group training.

In this episode of “Run a Profitable Gym,” Emilie shares how her mentor helped her launch with clarity and confidence, and she lays out the systems that drive her success.

She breaks down her onboarding process and pricing strategy, and she explains how the Prescriptive Model has helped her retain clients, reinforce value and consistently deliver results. She also shares how she overcame early sales fears to find high-value clients.

If you've ever wondered how some gyms can charge so much more than others, dig into this episode!

Links

"Help First"

The Prescriptive Model

Gym Owners United

Book a Call

0:01 - $454 ARM in 5-month-old gym

3:32 - Small group vs. semi-private

11:24 - Running a semi-private program

14:27 - How to find high-value clients

22:18 - The Prescriptive Model

Elite Earnings: Why Top Gyms Prioritize Client Value Over Headcount

Mon, 21 Apr 2025 00:00:00 -0400

What if every client in your gym happily paid you $20 more per month? What about $50 more? Or even $100 more?

In this episode of “Run a Profitable Gym,” Chris Cooper presents the Top 10 leaderboard for average revenue per member (ARM), with the No. 1 gym earning $724 per client per month.

He explains how these elite gyms have boosted their revenue by prioritizing client value over headcount.

In fact, one gym on the leaderboard increased its revenue by 38 percent while reducing its client base by 20 percent.

Chris also breaks down the Prescriptive Model, a client-centric strategy that aligns gym services with individual goals to produce better results.

Focusing on measurable results—instead of just workouts—builds trust, boosts retention and justifies premium pricing.

Tune in to hear why “more clients” isn’t always the answer and then start scaling your gym’s average revenue per member.

Links

The Prescriptive Model

Gym Owners United

Book a Call

00:28 - Top 10 gyms for ARM

04:30 - Why you must be profitable

09:03 - Fewer members, more revenue

11:54 - Quotes from top gym owners

16:30 - Method versus model

4X Revenue, 2X Members, 2X ARM in Just 17 Months!

Fri, 18 Apr 2025 00:00:00 -0400

When Theresa Straight signed up for mentorship, she was working 70-80 hours per week—coaching for 30-plus of those—and barely scraping by.

Seventeen months later, she’s doubled her client headcount, doubled her average revenue per member and quadrupled her revenue.

Theresa raced through the stages of Two-Brain mentorship and has reached the elite Tinker level, where gym owners are earning over $100,000 per year. Her focus now is on using her gym to support her family’s lifestyle and create a bright future.

In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Theresa about the exact steps she took to grow a thriving business and get her time back.

Theresa breaks down the mindset shift that helped her transition from “coach” to “CEO” and shares key actions that fueled the gym’s growth: developing onboarding and retention systems, implementing goal reviews, and hiring staff.

Ready to grow without grinding yourself into the ground? This episode is for you.

Links

The Stages of Mentorship

"The Golden Hour"

Gym Owners United

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0:01 - Theresa’s 17-month transformation

3:57 - Pre-mentorship struggles

9:34 - Quick wins in Stage 1

13:12 - Moving from coach to CEO

21:29 - Becoming an elite gym owner

Sales Funnel First Aid: Why Leads Aren't Turning Into Members

Thu, 17 Apr 2025 00:00:00 -0400

Struggling to turn gym leads into paying members? Your sales funnel might need some first aid.

In this episode of “Run a Profitable Gym,” marketing experts John Franklin and Matt Temby break down sales data from three gyms, identify gaps in their sales processes and explain how to fix them.

The pair dial in on three key lead-tracking metrics: set rate, show rate and close rate. They explore why one gym has trouble getting leads to set appointments, why another has so many no-shows, and why a third struggles to close high-ticket sales.

John and Matt walk through changes each gym could make to improve their sales, such as contacting leads faster and asking better questions during the sales consultation.

Tune in to hear real-world examples of sales-funnel remedies, then find and fix the weak points in your gym’s funnel.

To learn more about improving your sales process, check out Matt’s last two appearances on the show, linked below.

Links

Sales Process Overview

Handling Objections

Gym Owners United

Book a Call

0:01 - Intro

0:39 - Setting more appointments

5:13 - Getting leads to show up

6:07 - Closing more sales

8:28 - Increasing high-ticket sales

Help First: How to Boost Gym Sales Without Slimy Tactics

Mon, 14 Apr 2025 00:00:00 -0400

If you own a gym, you must sell.

That probably makes you uncomfortable, but Chris Cooper is here to remind you that selling is actually the first act of coaching. If you can't get people to sign up, you can't coach them to improve their health and fitness.

Still, no fitness coach wants to feel pushy or slimy. In this episode, Coop explains how to sell while maintaining a philosophy of generosity and service.

He lays out the Help First funnel, which has four sections:

Introduction
Conversation
Invitation
Conversion

It's a system characterized by honesty, and it allows gym owners to move from "selling" to "helping":

If you are trying to get only what you want, you are selling.
If you are trying to supply what they want and need, you are helping.

This mindset shift will make all the difference when a desperate person is asking you how to lose 20 lb. As a coach, it's your duty to tell that person exactly how to solve the problem and offer your expert help.

If you remember that, you'll change more lives and close more sales.

Links

Gym Owners United

Book a Call

0:01 - Intro

0:33 - The Help First strategy

3:29 - How to start conversations

6:35 - How to extend an invitation

12:22 - Sales: the first act of coaching

14:30 - The Prescriptive Model

Financial Freedom for Gym Owners: How to Retire Comfortably

Thu, 10 Apr 2025 00:00:00 -0400

How can gym owners achieve financial freedom and retire comfortably? Traditional retirement plans are not always the best answer for gym owners, and relying solely on gym income can be risky.

To tackle this question, Chris Cooper sits down with Joey Mure from “Wealth Without Wall Street,” a podcast and online community designed to educate people on how money truly works.

Chris and Joey discuss how gym owners can become financially independent, invest wisely and build wealth beyond their gyms.

Joey introduces alternative wealth-building strategies such as syndication, land flipping and infinite banking. He also breaks down legal ways to minimize what you owe in taxes and keep more of your hard-earned money working for you.

Gym owners, it’s time to start planning for your financial future—tune in to hear how.

Use the link below to access free resources and take the financial freedom quiz.

Links

Free Resources

Gym Owners United

Book a Call

05:24 - Where to invest your money

12:45 - Passive income from your business

19:05 - Small ways to get started

22:29 - How syndication works

25:28 - Infinite banking breakdown

32:41 - Free resources for listeners

How to Grow Your Gym in Uncertain Times

Mon, 07 Apr 2025 00:00:00 -0400

Economic uncertainty is coming, but that doesn’t mean your gym has to struggle.

In fact, the best gym owners use challenging times as an opportunity to grow, refine their businesses and come out stronger on the other side.

In today’s episode, Two-Brain founder Chris Cooper lays out the exact steps gym owners can take to thrive during an economic downturn.

Slashing membership rates is the wrong move—Chris shares smarter strategies for growing top-line revenue, from prioritizing high-value services to improving retention by strengthening relationships with existing clients.

He also explains how to cut unnecessary costs before you’re forced to and optimize your sales process to convert more leads.

Tune in to learn how to build resilience, stay ahead of financial challenges and run a profitable gym—no matter what the economy brings.

Links

Gym Owners United

Book a Call

01:19 - Go upmarket, not down

05:34 - Market for retention

08:44 - Improve your weakest metric

10:38 - Grow top-line revenue 20%

13:17 - Plan for the worst, hope for the best

16:26 - Cut spending & maximize ROI

19:42 - Lean on your network

How $18K Months Became $30K Months in Just 3 Years

Fri, 04 Apr 2025 00:00:00 -0400

Struggling to pay yourself enough as a gym owner? James Harris of Brentwood Barbell went from barely scraping by to generating $30,000 a month in revenue—and today, he’s sharing exactly how he did it.

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with James to unpack his journey from burnout to six-figure success.

A former physical therapist turned gym owner, James reveals how Two-Brain Business helped him triple his revenue in less than three years.

He also shares how ego nearly cost him his business and explains why “going out of business isn't the worst thing—staying in business and not making money is.”

James breaks down the key tactics that transformed his business, including tracking his metrics, planning his year, raising rates and building “gap strategies” to overcome revenue shortfalls.

Tune in to hear how to systemize your gym and boost your income, just like James did. Then, shoot Chris Cooper a DM to get free copies of his sample profit-and-loss statement (P&L) and annual plan.

You can find Chris—and thousands more supportive gym owners—in Gym Owners United, linked below.

Links

Gym Owners United

Book a Call

02:17 - Journey with Two-Brain

05:26 - Overview of James’ gym

09:37 - Low points to $100k NOB

13:28 - Paying yourself more

21:21 - What’s next for James?

Zero to $100,000 Annual Income in Less Than 1 Year

Thu, 03 Apr 2025 00:00:00 -0400

First-time entrepreneur Natalie Winslow opened her gym with the support of a Two-Brain mentor and brought her income from $0 to $100,000 in under a year.

In this episode of “Run a Profitable Gym” host Mike Warkentin talks with Natalie, owner of The Gym at Tierra Verde in Florida, to find out the exact steps she took to build a profitable gym fast.

Natalie shares how her mentor guided her to develop a solid plan for her business, including standard operating procedures that ensured the gym ran smoothly from Day 1.

Another key aspect of this plan was the Two-Brain Founders Club, which allowed Natalie to hit the ground running with 45 members on opening day—and 75 percent of them are still clients today!

Mentorship also helped her avoid costly mistakes gym owners make when structuring their businesses and hiring new employees.

Tune in to hear about Natalie’s journey from stay-at-home mom to six-figure-earning gym owner—then book a call via the link below if you want to talk about how mentorship can help you, too.

Links

Gym Owners United

Book a Call

00:53 - Journey to $100k NOB

04:10 - Summary of Natalie’s gym

06:56 - Starting a gym with a mentor

11:42 - Setting goals with a mentor

15:30 - Where gym owners can start

Greg Glassman: 1-on-1 With Chris Cooper

Wed, 02 Apr 2025 00:00:00 -0400

CrossFit founder Greg Glassman is back with a new project: MetFix.

In this exclusive interview on “Run a Profitable Gym,” Two-Brain Business CEO Chris Cooper gets the inside story on Glassman’s latest venture—a program designed to attack chronic disease through its focus on metabolic health.

Glassman explains why he believes sugar is public enemy No. 1, how broken science has misled the fitness industry and why MetFix is in a position to address problems that CrossFit can’t.

He also shares his thoughts on the failures of modern education and why changing one life at a time is the only way to win the war on metabolic dysfunction.

Greg discusses MetFix’s potential applications in hospitals, schools and CrossFit affiliates, and he clarifies the relationship between MetFix and CrossFit.

This is a conversation you can’t miss. Tune in to hear more about MetFix and get Greg Glassman’s unfiltered take on health and nutrition.

To learn more about MetFix, visit the link below.

Links

MetFix

Gym Owners United

Book a Call

00:11 - How to teach nutrition to a 6-year-old

21:50 - Getting proactive about health

38:04 - How Greg teaches his kids science

48:11 - Joy from teaching

01:17:45 - Greg’s closing thoughts

How to Make $100,000 Per Year From Your Gym (While Working 4 Hours a Day)

Mon, 31 Mar 2025 03:00:00 -0400

This episode features important visuals. For the best experience, watch it on YouTube.

Two-Brain Business has helped hundreds of gym owners hit their income goals with dramatically reduced work hours—and Chris Cooper is here to give you a detailed look at the exact system they used to do it.

This plan has produced 55 millionaire gym owners (and counting) and helped gym owners around the world reach six-figure income without working extreme hours.

Coop holds nothing back. You'll see the entire Two-Brain mentorship system.

Stage 1 is all about increasing revenue, Stage 2 is where you systemize your business, and Stage 3 is where you take clear steps to build a legacy and live your Perfect Day.

In this detailed video, you'll also get to work through six essential exercises with Chris. He'll teach you how to find and replicate your best clients, learn to read a profit-and-loss statement, acquire new clients fast, and more.

If you've ever wondered how mentorship for gym owners works, this video is the answer. A thousand fitness entrepreneurs around the world are using this exact system right now to build profitable gyms that help them live the way they want to live.

Watch the video, and when you're ready to talk about a precise plan to help you earn six figures or more from your gym, book a call via the link below.

Links

Gym Owners United

Book a Call

0:01 - Intro

8:17 - Stage 1: Increase Revenue

22:20 - Exercise 1: Seed Clients

40:03 - Stage 2: Systemize Your Gym

41:30 - Exercise 2: The Simple Six

51:12 - Exercise 3: Sell Week

1:03:33 - Exercise 4: SOPs

1:13:12 - Exercise 5: P&L Statement

1:25:40 - Exercise 6: Role Replacement Cost

1:30:11 - Your Perfect Day

1:39:32 - Next Steps

The No-Paid-Ads Plan That Pays Gym Owner More Than $20K Per Month!

Thu, 27 Mar 2025 00:00:00 -0400

What if you could double your gym’s size without spending a dime on advertising?

Today on “Run a Profitable Gym,” Mike Warkentin talks with top-earning gym owner Travis Laufle of TRVFIT in Detroit, Michigan.

In just one year, Travis doubled his gym’s size with zero ad spend and earned a spot on the net owner benefit (NOB) leaderboard.

Travis reveals the simple but effective strategies he used to attract and retain clients, including creating a referral program, implementing Goal Review Sessions and focusing on organic social media.

He also explains why shifting from free trials to free consultations was a game changer for his gym and how focusing on retention and high-value services produces more revenue than constantly chasing new leads.

Tune in to this episode to hear proven strategies for growing your gym without paid ads.

Links

Gym Owners United

Book a Call

03:14 - Growth without paid ads

07:42 - TRVFIT’s business model

13:37 - Net owner benefit strategy

22:21 - Referrals and bring-a-friend days

28:18 - Top tips for increasing NOB

What Is MetFix? Emily Kaplan on Her New Project With Greg Glassman

Tue, 25 Mar 2025 00:00:00 -0400

Greg Glassman’s new venture, MetFix, has generated monster buzz across the fitness industry, and current and former CrossFit affiliate owners are particularly interested.

So what exactly is MetFix, and how does it compare to Glassman's other major creation, CrossFit?

In this episode of “Run a Profitable Gym,” Two-Brain Business founder Chris Cooper sits down with Glassman’s partner in MetFix, Emily Kaplan, to find out.

Emily provides the project's background and lays out MetFix's focus on combatting chronic disease through diet and exercise.

She explains why the program is designed to complement CrossFit rather than compete with it and offers her perspective on the broader health and fitness landscape.

Chris and Emily also discuss how MetFix approaches coaching and education, and they dig into its affiliate model, which many gym owners want to know more about.

If you are curious about MetFix, tune in to hear insights directly from one of its founders.

To learn more, visit the MetFix site via the link below.

Links

MetFix

Gym Owners United

Book a Call

00:52 - What is MetFix?

17:04 - MetFix certification & affiliates

26:08 - Adherence to nutrition plans

36:47 - Goal of the affiliate program

56:54 - Support for MetFix affiliates

Earn More as a Gym Owner: Lessons From Industry Leaders

Mon, 24 Mar 2025 00:00:00 -0400

Most gym owners don’t start their businesses to get rich, but that doesn’t mean they should struggle to make a living.

In fact, the better a gym pays its owner, the more likely it is to stay in business and change more lives.

In this episode of “Run a Profitable Gym,” Chris Cooper reveals the Top 10 gym owners for net owner benefit (NOB)—take-home pay. More importantly, he breaks down exactly what the top earners are doing to bring home between $19k and $30k per month.

These gym owners have a few key things in common: They repeat simple, effective habits instead of constantly chasing new tactics; they raise rates annually to account for inflation; and they focus on retention and delivering exceptional value to clients.

Chris also explains why NOB is the best measure of a gym’s health and covers some of the biggest mistakes gym owners make—like adding more members without increasing NOB—and how to avoid them.

If you’re tired of just getting by, tune in to hear proven strategies for increasing your income.

Links

Gym Owners United

Book a Call

01:51 - Our Top 10 earners

04:23 - What they have in common

07:54 - Retention and service delivery

12:37 - Reputation and social media

16:36 - Smart financial planning

CrossFit Games: Moving Beyond the Fittest on Earth

Sat, 22 Mar 2025 09:00:00 -0400

Some CrossFit affiliate owners believe the CrossFit Games are a powerful marketing tool for their gyms.

But is that really true?

In this special episode of “Run a Profitable Gym,” Chris Cooper challenges the idea that the Games help affiliates and explores what must change to make them a win for more than just elite athletes.

Coop explains why Games exposure doesn’t translate to measurable benefits for affiliates and encourages CrossFit to look to other fitness competitions that are thriving.

He highlights what Hyrox, Spartan Races, the Rogue Invitational and fitness festivals such as the Arnold are doing well, and he explains how CrossFit can learn from them.

It’s time to rethink who the Games are really for. Tune in to hear Chris’ take.

If you missed any of the other episodes in this special series, check them out via the links below.

Links

How to Save CrossFit

Q&A With Coop

Save the Affiliate Movement

Gym Owners United

Book a Call

00:47 - The purpose of the Games

3:15 - Should HQ scrap the Games?

4:22 - Hyrox and Spartan

6:20 - The Rogue Invitational

7:43 - Fitness festivals

CrossFit Affiliates: How to Save the Movement

Fri, 21 Mar 2025 00:00:00 -0400

CrossFit’s future depends on its affiliates—but right now, they’re struggling. The public message is that the brand is thriving, but behind the scenes, thousands of gym owners are fighting to stay afloat.

In today’s special episode, Chris Cooper explains why CrossFit affiliates are closing at an alarming rate and outlines what must change if CrossFit LLC wants to save them.

For years, CrossFit HQ said that great coaching would lead to strong businesses. But as Coop shares, great coaching is not enough: Affiliate owners need the tools and strategies to build financially sustainable gyms.

Coop outlines a plan to rebuild the affiliate program, starting with business education, real mentorship and leadership that prioritizes sustainable gym success over short-term revenue grabs.

If CrossFit is going to survive long term, the affiliate model has to change—tune in to hear Coop’s full plan.

If you missed the first two episodes in this special series, check them out via the links below.

Links

How to Save CrossFit

Q&A With Coop

Gym Owners United

Book a Call

1:48 - Clarify the mission

2:53 - Rebuild CrossFit media

5:53 - Prequalify “mentors” on the platform

7:44 - Track & publish affiliate metrics

9:50 - CrossFit business course?

Saving CrossFit: Coop Answers Your Questions

Thu, 20 Mar 2025 15:00:00 -0400

Last week, Chris Cooper published a blog titled “How to Save CrossFit,” and the response was massive—affiliate owners, coaches and industry leaders reached out with questions and concerns.

Today, in this special episode of “Run a Profitable Gym,” Chris answers their questions.

Coop addresses why he deaffiliated from CrossFit and why the method must evolve, then he digs into a question many have asked him: Would he ever buy CrossFit LLC?

Chris also defines what real change would look like in a complete overhaul, including how to rebuild CrossFit Media, redefine the purpose of the Games, and offer affiliates real education and mentorship to help them succeed.

Stay tuned for upcoming episodes in this series: Chris will explain how affiliates can be saved and lay out a plan for the evolution of the CrossFit Games.

And if you missed the first part of this special series, it's linked below.

Links

How to Save CrossFit

Gym Owners United

Book a Call

5:33 - First 90 days of complete change

10:21 - What about Europe?

14:42 - Is CrossFit in danger?

17:34 - Affiliates’ concerns

20:35 - Could Coop buy CrossFit?

Stop Using Free Trials at Your Gym and Do Exactly This Instead

Thu, 20 Mar 2025 04:00:00 -0400

Free trials might seem like a great way to attract new members, but they’re actually hurting your gym.

Instead of bringing in long-term, high-value clients, they often lead to price-based decisions and short retention—and they have low conversion rates, too.

Today on “Run a Profitable Gym,” host Mike Warkentin and gym owner and mentor Nick Habich break down why free trials no longer work and lay out exactly what to do instead.

They explain why shifting to the Prescriptive Model—where you meet with clients to identify their specific goals and prescribe a personalized solution—results in higher close rates, longer retention and increased revenue. To back it up, they share key sales and retention data.

Tune in to learn how to implement the Prescriptive Model in your gym and provide increased value for clients while boosting your bottom line.

Links

"Help First" by Chris Cooper

Gym Owners United

Book a Call

01:02 - Why are free trials bad in 2025?

03:35 - Better close rates with free consultations

06:49 - Stopping free trials and pushback

13:01 - Move from free trials to consultations

18:54 - New clients may not be the right fit

How to Save CrossFit

Wed, 19 Mar 2025 15:00:00 -0400

CrossFit is at a crossroads. With affiliate numbers shrinking and Berkshire Partners looking to sell, the future of the brand is uncertain.

In this special episode of “Run a Profitable Gym,” Two-Brain Business founder and CEO Chris Cooper lays out a plan to save CrossFit—the company and the broader community of gym owners and trainers who depend on the brand.

Chris was an affiliate owner for 14 years and worked for CrossFit HQ for six. Now, through Two-Brain, he mentors more CrossFit affiliate owners than anyone else in the world.

Coop’s seen firsthand what makes affiliates successful—and why so many are struggling.

Today, he breaks down why great coaching alone isn’t enough, how outdated business advice led many affiliates to financial instability and why the future of CrossFit depends on strong, profitable gyms.

He outlines specific steps a new CrossFit LLC owner should take to turn things around, including revamping the affiliate model and redefining the brand in today’s fitness industry.

Stay tuned for the next three episodes in this series: Chris will answer the top questions he's received about CrossFit, he'll explain how affiliates can be saved, and he'll lay out a plan for the evolution of the CrossFit Games.

Links

Gym Owners United

Book a Call

00:36 - CrossFit is shrinking

03:56 - How we got here

08:45 - The brand is built on affiliates

11:09 - How to fix CrossFit

19:20 - What real change requires

Free Trials Are Hurting Your Gym. Here's What to Do Instead.

Mon, 17 Mar 2025 00:00:00 -0400

Many gym owners still rely on free trial classes to attract new members, but do samples actually help your fitness business? The data says "no."

In this episode of “Run a Profitable Gym,” Chris Cooper explains why free trials are ineffective, how they hurt long-term retention and what to replace them with.

Instead of creating a race to the bottom by commoditizing coaching, gym owners can improve close rates by using the Prescriptive Model, starting with a No Sweat Intro—a consultation that helps potential members understand how the gym will help them get real results quickly.

Chris walks you through the steps of the Prescriptive Model and shares data comparing retention rates produced by free trials and No Sweat Intros. (Spoiler: Consultations generate length of engagement that's three times longer!)

It’s time to ditch free trials and start using a system that actually works—tune in to learn how.

Want to learn more about the Prescriptive Model? Click the link below.

Links

The Prescriptive Model

Gym Owners United

Book a Call

01:16 - The history of free trials

05:12 - The close rate of free trials

11:02 - The commodity effect

13:40 - What to do instead

19:19 - Free trials are bad for clients

When Your Coaches Don't Suck: The Rewards for Developing Staff

Thu, 13 Mar 2025 00:00:00 -0400

What happens when every coach at your gym operates at an A+ level?

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Two-Brain Business mentor Kenny Markwardt to discuss the massive rewards of developing your training staff.

As the owner of Sandpoint Strength Conditioning in Idaho and co-host of the “Strength Coach Collective” podcast, Kenny is passionate about coach development and shares how investing in his staff’s growth transformed his gym.

He breaks down how coach ascension improves retention, gym culture and revenue—in fact, one of his coaches now generates a third of the gym’s total revenue!

Mike and Kenny talk about how to evaluate and mentor coaches to build long-term careers at your gym, how to shift from a transactional to a relationship-based coaching practice, and how to establish a structured training system for your staff.

To hear interviews with some of the top coaches in the fitness industry, subscribe to the “Strength Coach Collective” podcast, using the link below.

Links

Coach Ascension With Karl Solberg

Strength Coach Collective Podcast

Gym Owners United

Book a Call

01:13 - All coaches delivering at A or A+

05:02 - Good coaching helps all

09:33 - Evaluating your coaches

13:10 - Improving your coaches

18:14 - Get results today

The Real Value of Coaching (And Why It’s Not Enough on Its Own)

Mon, 10 Mar 2025 00:00:00 -0400

Good coaching is necessary but insufficient for a world-class fitness business.

In this episode of “Run a Profitable Gym,” Chris Cooper breaks down why a gym owner must first focus on building a strong foundation for their business before working to improve their coaching.

In the early stages, most gym owners are good coaches but weak entrepreneurs, so they must upgrade their business skills first. Once strong business systems are in place, gym owners can pivot to service delivery as the next big opportunity for growth.

Chris shares six key client outcomes that define great coaching and explains why earning more certifications isn’t always the best way to achieve these results.

He also introduces the “Strength Coach Collective” podcast and free public group, designed to help coaches bridge the gap between advances in training science and real-world application.

Use the links below to check out the “Strength Coach Collective” YouTube channel and join the collective’s free group to connect with other coaches, share insights and help your team grow. Invite your coaches to join, too!

For more support on the business side, join Gym Owners United, also linked below.

Links

Strength Coach Collective Podcast

Strength Coach Collective Group

Gym Owners United

Book a Call

02:18 - How important is coaching?

04:17 - When to elevate coaching

05:33 - Getting clients results

10:39 - The gap between science and coaching

12:05 - Strength Coach Collective

Raising Rates Without Losing Clients: It Can Be Done

Thu, 06 Mar 2025 00:00:00 -0500

Raising rates at a gym can be scary, but it doesn’t have to be—if you have help from a business expert. When done correctly, a rate increase can strengthen your business and allow you to provide greater value to your members.

In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Chris Lomen, owner of Ripple Effect Community Fitness, who raised his rates by 15 percent and didn’t lose a single member.

Chris shares exactly how he planned and communicated the price change, why annual increases are a smart business move, and how he overcame his fear of upsetting clients.

He and Mike also discuss common pricing mistakes, how to phase out discounts and why keeping rates too low actually hurts both gym owners and members.

If you’re hesitant about increasing your prices, tune in to hear this gym owner’s top tips, then get a mentor's help to plan a rate increase that will improve your P&L statement so you can serve members better.

To learn more, check out our episode with Greg Strauch, a Two-Brain mentor who has helped nearly 100 gym owners implement successful rate increases, linked below.

Links

Greg Strauch Episode

Gym Owners United

Book a Call

01:45 - Real rate increase numbers

08:24 - Planning the rate increase

13:38 - How members responded

17:11 - Why remove discounts?

19:52 - No. 1 tip for gym owners

Stop Undercharging: The Right Way to Set Gym Rates

Mon, 03 Mar 2025 00:00:00 -0500

Most gym owners don’t make enough money—not because they need more clients but because their rates are too low.

In this episode of “Run a Profitable Gym,” Chris Cooper explains how to set your prices the right way so your gym becomes profitable and pays you what you deserve.

Too many gym owners copy their competitors’ pricing or assume their clients can’t afford to pay more. Chris walks you through a better approach, starting with using the Rule of 50 to determine your minimum membership price.

He explains how to set a target for average revenue per member (ARM) and why constantly chasing more clients won’t increase your gym’s profitability if your rates are too low. Using a profit-and-loss statement (P&L), he shows you exactly how to calculate rates that cover your gym’s expenses with 50 members so you can build a strong, profitable business.

To download Chris’ sample P&L, join Gym Owners United.

And find out what other gyms are charging in our “State of the Industry” guide, linked below.

Links

"State of the Industry" Guide

Gym Owners United

Book a Call

03:35 - Find your break-even point

08:17 - Average revenue per member (ARM)

14:12 - Do you need more clients?

18:00 - Increase ARM without raising rates

20:29 - Recap: How to set rates

When a Nearby Gym Closes: How to Help Its Members

Thu, 27 Feb 2025 00:00:00 -0500

When a nearby gym shuts down, its members risk losing their momentum—but you can step in to offer them a welcoming community where they can continue their fitness journeys.

That’s just what Matt Michaud, owner of EverProven, did when two gyms in his area closed their doors.

This influx of new members helped his gym earn a spot on all three of our sales leaderboards: set, show and close rates. In one month, Matt's gym closed a whopping 22 sales in 28 appointments.

The key is that Matt led with a Help First mindset: He and his staff focused on helping displaced members keep their fitness on track, without being pushy or “salesy.”

In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Matt, who details the exact steps he took to ensure a seamless transition, from initial communication with the previous gyms’ owners to adjusting his systems to handle rapid growth.

You never know when a gym near you might be forced to close, so tune in to ensure you’re ready to help.

Links

“Help First” by Chris Cooper

Gym Owners United

Book a Call

01:08 - Helping displaced gym members

08:12 - Mechanics of outreach

14:15 - Prescriptive Model with groups

20:46 - Avoiding staff overwhelm

23:51 - Long-term lead nurture

Marketing and Sales Mastery: Tactics for Better Gym Lead Conversion

Mon, 24 Feb 2025 00:00:00 -0500

In this episode of “Run a Profitable Gym,” Chris Cooper reveals the monthly leaderboards for set, show and close rates in top gyms around the world.

These gyms aren’t just getting a ton of leads—they’re following through by booking appointments, getting people to show up and closing sales.

Chris shares the exact strategies these top performers are using, from lead-nurture systems to high-converting sales processes.

He also highlights four owners whose gyms landed on all three leaderboards. You’ll hear from one of them, Matt Michaud, in our next episode, airing Feb. 27.

Tune in to learn how some of the best gyms in the industry are dominating sales and marketing, then take action to improve your sales funnel.

Links

Gym Owners United

Book a Call

00:51 - Key marketing metrics

03:44 - Leaderboard breakdown

07:36 - Gyms on all three leaderboards

11:37 - Tips from the leaders

18:54 - Where to learn more

How to Use Organic Content to Get Better Leads

Thu, 20 Feb 2025 00:00:00 -0500

If your leads are “bad” but you aren’t publishing solid organic content regularly, you're missing a key part of your marketing plan.

Why should complete strangers give you the time of day? They don’t know you, like you or trust you.

The solution: Use organic content to build trust before your conversation starts. Leads who have already seen your face, your business and your happy clients will be much more inclined to respond when you reach out and offer help. And when they need help, they’ll come to you first.

In this episode of "Run a Profitable Gym," gym owner and marketing expert Kieran O’Dwyer joins host Mike Warkentin to present a simple but incredibly effective four-post content cycle fitness entrepreneurs can use over and over to warm leads fast.

If you follow Kieran’s detailed instructions, you’ll build trust, earn better leads and dramatically improve conversion rates in the sales office.

Links

"The Golden Hour" by Chris Cooper

Gym Owners United

Book a Call

0:43 - Are there bad leads?

5:32 - Great organic marketing

7:54 - Social-media content plan

19:29 - Content production and AI

24:08 - Next-level content

Proven No-Ad Tactics for Generating 30 New Gym Leads Fast

Mon, 17 Feb 2025 00:00:00 -0500

Want to get 30 new leads for your gym in 30 days without spending a dime on ads?

Today on “Run a Profitable Gym,” Chris Cooper walks you through 10 proven no-ad tactics for generating more leads—including selling by chat, making "5130 posts," actively generating client referrals and creating lead magnets.

Chris breaks down each tactic step by step, showing you how to use them to start more conversations, generate interest and bring in clients organically.

You might decide to try all 10 or go all-in on just one. The key is to take action, track your results and repeat what works.

If you’re a gym owner who’s tired of chasing after leads and coming up empty, tune in now and grab your free guide in Gym Owners United, using the link below.

Links

Gym Owners United

Book a Call

01:13 - Sell by chat & 5130

04:08 - Generate referrals

09:38 - Old leads & former members

12:44 - Happy clients & lead magnets

15:33 - Host a seminar or event

30X Revenue Increase: How Key Skills Fueled Gym Growth

Thu, 13 Feb 2025 00:00:00 -0500

Growing a gym from $800 to $25,000 per month doesn’t happen by accident.

Gym owner Ian Smith achieved this revenue increase by working with a Two-Brain mentor to refine key entrepreneurial skills.

In this episode of “Run a Profitable Gym,” Ian breaks down the five skills that fueled his gym’s growth: objective reflection, focus, tact, forward thinking and an abundance mindset.

Objective reflection has allowed him to make data-driven decisions instead of emotional ones, and focus has helped him eliminate distractions and dial in on the work that moves his business forward.

Practicing tact has empowered him to better handle tough conversations, and he’s used forward thinking to plan for long-term growth.

Finally, by adopting an abundance mindset, he’s become more confident in his gym’s ability to provide value to clients—and ensure they see that value.

Tune in to learn how to apply these skills and grow your gym.

Links

“The Golden Hour”

Gym Owners United

Book a Call

02:25 - Objective reflection

05:05 - Improving focus

09:10 - Tact and de-escalation

13:02 - Forward thinking

17:34 - Abundance mindset

5 Key Entrepreneurial Skills Every Gym Owner Needs in 2025

Mon, 10 Feb 2025 00:00:00 -0500

Here’s a hard truth: You might be the main reason your gym isn't more successful.

Today on “Run a Profitable Gym,” Chris Cooper shares five essential entrepreneurial skills that will help gym owners break through self-imposed limits:

- Focus
- Objective reflection
- Tactful action
- Forward thinking
- Cultivating an abundance mindset

He also explains why knowledge alone isn’t enough and provides practical tips for honing these skills and applying them to your business.

You’ll learn how to better handle tough conversations, make proactive decisions and develop a mindset that fosters long-term success.

Tune in to learn how to master these skills and remove the ceiling on your gym's growth.

Links

Gym Owners United

Book a Call

03:23 - Focus and do the work

6:52 - Objective reflection

10:05 - Tact and de-escalation

14:12 - Forward thinking and problem solving

16:18 - An abundance mindset

The Gym Owner’s Guide to Finding the Right Mentor

Thu, 06 Feb 2025 00:00:00 -0500

As a gym owner, you understand the value of coaching. In fitness and business, the right coach will accelerate your success.

In this episode of “Run a Profitable Gym,” Chris Cooper leads you through a simple exercise for finding the best business mentor for you.

You’ll be prompted to reflect on wins throughout your life and identify coaching styles that helped you achieve them.

Chris also explains some of the most common mistakes gym owners make when choosing a business coach and shares tips for ensuring you find someone who can actually deliver the results you need.

By the end of the episode, you’ll know what to look for in your ideal mentor.

Use the link below to download your Mentor Match Worksheet.

Links

Mentor Match Worksheet

Gym Owners United

Book a Call

02:33 - Reflect on your wins

04:27 - Who were your coaches?

06:32 - Identify leadership styles

07:56 - Look for common themes

11:14 - Find the right mentor

Business Mentorship 101: What Gym Owners Need to Know

Mon, 03 Feb 2025 00:00:00 -0500

Today on “Run a Profitable Gym,” Two-Brain Business founder Chris Cooper breaks down the four types of business mentorship available to gym owners and explains why one-on-one mentorship delivers the best results.

He also dives into the pros and cons of masterminds, group coaching and roundtables, revealing what works—and what doesn’t—for gym owners at different stages of growth.

Two-Brain Business delivers one-on-one mentorship: Your mentor will help you set goals and develop a plan to accomplish them, and you'll receive all the accountability and assistance you need to take action. A mentor will help you score quick wins, learn to focus, grow your gym and improve your lifestyle.

When Two-Brain mentees reach $100,000 in annual earnings, they gain access to a mastermind group full of high-level mentors and elite gym owners who provide peer support, networking, brainstorming and experienced-based advice. This group meets four times a year in person, and outside subject-matter experts are brought in to provide coaching on specific aspects of entrepreneurialism.

Tune in if you’re ready to make faster progress, avoid costly mistakes and use your gym to build the life you’ve always wanted!

Links

Gym Owners United

Book a Call

00:43 - Mentorship and coaching

04:51 - 1-on-1 mentorship at Two-Brain

7:40 - Masterminds: pros and cons

12:13 - Group coaching: pros and cons

16:26 - Roundtables: pros and cons

20:17 - Choosing the right model

Hyrox Training at a 20-Year CrossFit Affiliate?

Thu, 30 Jan 2025 00:00:00 -0500

Hari Singh, owner of CrossFit NYC, has found a unique way to add value for his members and grow his revenue: Hyrox training.

In this episode of “Run a Profitable Gym,” Mike Warkentin sits down with Hari as he shares how he successfully implemented Hyrox training at one of the world’s oldest CrossFit affiliates—earning himself a spot on Two-Brain's Top 10 leaderboard for revenue.

Hari explains how this additional revenue stream has differentiated his gym from the competition, filled dead hours and created more opportunities for client retention.

He also dives into the logistics: how to set up the program, determine pricing and market it to members and non-members.

If you’re looking for creative ways to maximize revenue, tune in to hear tips from a 20-year gym owner.

Links

Gym Owners United

Book a Call

00:50 - Create, develop & market

08:25 - CrossFit NYC's space

11:47 - CrossFit NYC program details

20:07 - Retention play for general members

25:02 - On-ramp at CrossFit NYC

Top Gym Owners Share Strategies for Sustainable Revenue Growth

Mon, 27 Jan 2025 00:00:00 -0500

What separates gyms that are generating more than $68,000 every month from the rest?

In this episode of “Run a Profitable Gym,” Chris Cooper presents the Top 10 leaderboard for monthly revenue and lays out the exact strategies these gym owners are using to create long-term, sustainable growth.

Some of their tactics include:

- Creating value for clients by consistently over-delivering on services.
- Adjusting offerings to maximize revenue per square foot.
- Focusing on high-ticket services such as personal training, small-group training and on-ramp.
- Working with a mentor to build systems that produce steady, predictable growth.

Listen to hear all the insights from these top performers and then take action to boost your gym’s revenue.

Links

Gym Owners United

Book a Call

02:00 - Two-Brain high scores

05:37 - What are the leaders doing?

09:20 - Gym owner quotes

19:15 - Hyrox as a revenue stream

21:00 - Final thoughts from Chris

"Revenue Went Up": What Happened When He Left the Two-Brain Summit

Thu, 23 Jan 2025 00:00:00 -0500

In 2022, Indiana gym owner Vel Bates attended the Two-Brain Summit and left with a new mindset that transformed his business.

In this episode of “Run a Profitable Gym,” Vel shares how the welcoming community and actionable advice shared at the event helped him take the leap into mentorship.

He details the changes he’s made with the help of his mentor, Peter Brasovan, such as cleaning up systems and building marketing funnels, and how the adjustments have improved his confidence and his revenue.

Vel has since made the Top 10 leaderboard for marketing and sales metrics, a testament to his growth as a gym owner.

If you’re a gym owner who wants to make positive changes in your business, come to the 2025 Two-Brain Summit. Tickets are $300 off through Jan. 31. Get them via the link below.

Links

Two-Brain Summit Tickets

Gym Owners United

Book a Call

01:18 - Not a client? Why attend?

02:54 - Why sign up for mentorship?

05:45 - What mentorship did for Vel’s business

09:21 - Mentors hold you accountable

11:39 - No. 1 reason to go

Why the 2025 Two-Brain Summit Is a Must-Attend for Owners & Coaches

Mon, 20 Jan 2025 00:00:00 -0500

The 2025 Two-Brain Summit will inspire and equip fitness professionals to make a difference in their clients’ lives—in other words, to Help Best.

In this episode of “Run a Profitable Gym,” Chris Cooper provides a sneak peek into this year’s summit for gym owners and coaches, happening June 7-8 in Chicago.

He walks through the action-packed itinerary, starting with morning workouts featuring Rogue equipment and coaching from Jason Khalipa and other top pros. Coop also runs through the workshops that will happen in two rooms—one for owners and another specifically for fitness coaches.

Special guests will include Joey Coleman, bestselling author of “Never Lose a Customer Again,” and Jonathan Goodman, owner of the Personal Trainer Development Center and author of the newly released book “The Obvious Choice.” Also taking the stage are Mayhem Nation and Bill Parisi of Parisi Speed School, as well as several of Two-Brain’s elite mentors.

On the coaches side, Khalipa and the NCFIT crew have 2.5 hours to get trainers moving in a hands-on, high-energy coaching workshop.

Tune in to hear the full schedule. Then use the link below to get your tickets before prices go up on Feb. 1.

Links

Two-Brain Summit Tickets

Gym Owners United

Book a Call

0:59 - This year’s theme

2:56 - What to expect

6:24 - Owners: speakers & workshops

18:36 - Coaches: speakers & workshops

25:31 - Why bring your coaches?

Top Books for Gym Owners: Chris Cooper's Complete List

Thu, 16 Jan 2025 00:00:00 -0500

Today on “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper shares his top book recommendations for gym owners in 2025. He unpacks the lessons he learned from these titles and how he applied them to grow his gym and his other businesses.

Remember, it’s not how many books you read that matters; what matters is that you put what you learn into action.

Ready to learn and take action to grow your gym? Check out Chris’ suggested reading list below:

- “The Mountain Is You” by Brianna Wiest
- “The Courage to Be Disliked” by Fumitake Koga and Ichiro Kishimi
- “High Road Leadership” by John C. Maxwell
- “Tribalnomics” by Justin Garcia
- “Be the Unicorn” by William Vanderbloemen
- “10x Is Easier Than 2x” by Dan Sullivan and Dr. Benjamin Hardy
- “The Obvious Choice” by Jonathan Goodman
- “The Road Less Stupid” by Keith J. Cunningham
- “The Golden Hour” by Chris Cooper

Links

Gym Owners United

Book a Call

01:24 - Books 1 and 2

05:53 - Books 3 and 4

11:24 - Books 5 and 6

14:16 - Books 7 and 8

19:05 - “The Golden Hour” by Chris Cooper

Essential Business Lessons: Jonathan Goodman on "The Obvious Choice"

Mon, 13 Jan 2025 00:00:00 -0500

Jonathan Goodman, author of “The Obvious Choice,” knows what it takes to keep clients around—and it’s not long-term contracts.

Today on “Run a Profitable Gym,” Two-Brain CEO Chris Cooper talks with Jonathan about why trust is more valuable than credentials and how creating meaningful connections with clients leads to sustainable success.

Jonathan shares how to transform short-term programs into lasting commitments through quick wins, thoughtful storytelling and genuine connection.

He also explains why gym owners should focus on delivering real-world results instead of chasing social media fame, and he reveals why great coaching will always outshine AI and automated solutions.

This episode is packed with practical advice to help gym owners grow their businesses while delivering life-changing results. Tune in to hear Jonathan’s actionable insights for making your gym “The Obvious Choice.”

Links

"The Obvious Choice"

Gym Owners United

Book a Call

01:21 - Why write "The Obvious Choice"?

05:54 - Understand the games out there

18:24 - A better way to operate

21:50 - Getting new clients hooked

31:16 - Teaching with storytelling

The Event That Makes His Clients 3X More Likely To Stay Another Year

Thu, 09 Jan 2025 00:00:00 -0500

The Intramural Open is a key retention tactic at Brian Foley’s gym, Activate in Ireland.

In this episode of “Run a Profitable Gym,” Brian shares how the event makes his clients three times more likely to stay another year, driving significant indirect revenue.

The Open also directly boosts his gym’s revenue in late winter through pre-competition skill work and retail sales.

Brian breaks down strategies for creating an unforgettable event that builds community without burning out your staff—such as celebrating members throughout the Intramural Open and delegating responsibilities among coaches and team captains.

His top tips for a successful Intramural Open? Make it fun and inclusive and follow the steps in Chris Cooper’s 2025 Intramural Open guide.

The guide lays out exactly how to run the event, generate revenue and improve retention. New for 2025: Coop's even programmed workouts so you can plan way ahead.

Get your free copy via the link below.

Links

Intramural Open Guide

Gym Owners United

Book a Call

02:03 - The Intramural Open and revenue

07:24 - Goal-setting sessions

09:24 - Leaving an impression

15:02 - Avoiding stress

17:18 - Top tips for a successful Intramural Open

The 2025 Intramural Open: Build Community, Retention and Profitability

Mon, 06 Jan 2025 00:00:00 -0500

What if one event could help you build community, retain clients and boost your gym’s revenue?

In this episode of “Run a Profitable Gym,” Chris Cooper explains how to make the 2025 Intramural Open a profitable and meaningful event your members will never forget.

From choosing team captains to creating teams to scoring , Chris outlines exactly how to turn the Intramural Open into a win for everyone.

He also explains how the event can become a huge revenue generator through entry fees, prep courses and merchandise sales. Even better, he lays out a plan to put clients on podiums so they're fired up to train with you for another 12 months.

If you’re ready to celebrate your clients and grow your gym in 2025, this episode is for you!

Links

Intramural Open Guide

Gym Owners United

Book a Call

00:27 - Where the intramural idea comes from
05:21 - The 2025 Intramural Open guide
13:30 - Set-up activities
17:21 - The workouts
27:41 - Plan to share the load

How The Tribe Tripled Owner Earnings Without Adding Clients

Thu, 02 Jan 2025 00:00:00 -0500

The ownership group of The Tribe tripled owner earnings—and the quartet did it without frantically dumping new members into the business.

In this episode, host Mike Warkentin sits down with Andi and Ed Conway—who co-own The Tribe along with Nick and Chelsea Vera—to learn how they increased revenue and profit while consistently serving about 160 members.

The Conways share how their Two-Brain mentor, Storm Strout, guided them to increase their average revenue per member (ARM) by eliminating discounts, raising rates and introducing an on-ramp program.

Other secrets to their growth: focusing on coach development and defining ownership roles and responsibilities.

And The Tribe isn’t done growing: Its owners plan to boost revenue even further in 2025 by focusing on personal training and high-value clients.

Tune in to hear practical tips for increasing your gym’s profit without adding more members.

Links

Gym Owners United

Book a Call

01:06 - What changed over the past 3 years

03:51 - Getting through the fears

8:50 - Events throughout the year

16:11 - 2025 net owner benefit goal

20:26 - Multiperson gym ownership

Reflect, Plan and Win: Chris Cooper's Year-End Message to Gym Owners

Mon, 30 Dec 2024 00:00:00 -0500

Every gym owner can learn valuable lessons from 2024. The key is using them to grow in 2025.

In this episode of “Run a Profitable Gym,” Chris Cooper guides gym owners through a year-end exercise to analyze their wins and losses and lay the foundation for success in the future.

He explains how to review metrics, identify bright spots and turn lessons into actions that will measurably improve businesses.

Want to make 2025 your best year yet? Listen to learn how reflection, clarity and planning can help you grow your gym.

Coop's "Wins and Lessons" PDF is available through the link below.

To get the Annual Plan guide, join Gym Owners United using the link below.

Links

"Wins and Lessons" PDF

Gym Owners United

Book a Call

00:58 - Reflecting on wins and lessons

06:16 - Looking at BSFs and journals

09:01 - Where was our revenue spike?

13:24 - Big lesson in December

18:13 - What does Chris recommend?

741 Clients: All the Secrets From CrossFit North 579

Thu, 26 Dec 2024 00:00:00 -0500

Torben Keller, owner of CrossFit North 579 in Denmark, runs a gym with more than 740 members—he took the No. 1 spot on Two-Brain's recent leaderboard for client count.

In today’s episode of “Run a Profitable Gym,” Torben shares exactly how he built a thriving gym with multiple revenue streams and an unbeatable client experience.

He explains how he started with 250 members in the first month, scaled to over 700 without relying on ads, and keeps churn at just 3.5 percent by focusing on culture and coaching.

Torben also reveals how mentorship helped him implement systems to manage a nearly 40-person staff and build a roadmap for coaches’ career growth.

If you’re looking to scale your gym or create a better experience for members, don’t miss this opportunity to learn from one of the world’s top gym owners.

Links

Coach Ascension Model

"Help First" by Chris Cooper

Gym Owners United

Book a Call

01:31 - How long did it all take?

08:49 - Did Torben do any marketing?

13:20 - Background on Torben’s gym

22:57 - Happy clients don’t cancel

27:55 - Better coaches, higher value

Massive Client Headcount: How Top Gyms Attract and Retain Members

Mon, 23 Dec 2024 00:00:00 -0500

Some gyms have over 300 members and are still growing—but how do they do it?

In this episode of “Run a Profitable Gym,” Chris Cooper reveals the secrets behind the gyms with the highest client headcounts on Two-Brain’s leaderboard.

These gyms don’t rely on gimmicks or flashy marketing campaigns. Instead, they focus on retention, onboarding and delivering incredible value to their members.

Chris explains why many gyms struggle with client headcount and how systems can help you attract and retain members.

He shares actionable advice to help you reduce churn by improving your client experience and grow sustainably by using the four marketing funnels: referrals, content, social media and paid ads.

Whether you’re aiming for 150 members or 700, this episode is packed with tips for improving your client headcount today.

Links

Gym Owners United

Book a Call

00:17 - December leaderboard

03:53 - Sound tactics work in every market

07:18 - What's keeping gyms from these numbers?

11:55 - Being selective with clients

15:29 - Focusing on client retention

7 Tax Strategies to Save Big Money as a Gym Owner

Thu, 19 Dec 2024 00:00:00 -0500

Tax season doesn’t have to be a headache; smart planning can reduce stress and save gym owners money.

In this episode of “Run a Profitable Gym,” former multi-gym owner John Franklin joins host Mike Warkentin to share seven tax strategies every fitness entrepreneur should know:

- Keep your books clean and updated.
- Get a tax estimate.
- Don’t waste money to "save on taxes."
- Hire your kids.
- Use bonus depreciation.
- Max out retirement contributions.
- Open a health savings account (HSA).

John dives into each strategy to help you make smarter financial decisions and reduce your tax bill. Plus, he shares a bonus tip for gym owners who earn over $100,000 per year.

Don’t let tax season catch you off guard—tune in now and take control of your finances!

To get Chris Cooper's model profit and loss (P&L) statement, join Gym Owners United using the link below.

Links

Gym Owners United

Book a Call

03:26 - Updating your books at tax time?

08:51 - Getting a tax estimate

11:54 - Don’t waste a dollar to save 35 cents

17:47 - Utilizing bonus depreciation

24:46 - A bonus strategy

Profit Made Simple: Master Your P&L for Gym Growth

Mon, 16 Dec 2024 00:00:00 -0500

Gym owners can take control of their businesses with a simple tool: the profit and loss statement (P&L).

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper explains how to master a P&L to improve retention, increase revenue and grow your gym.

Sharing examples from his own gym, Catalyst, Chris walks you through metrics tracking and expense auditing in a spreadsheet tailored to a coaching gym.

He shows you how to uncover hidden opportunities to improve profitability—whether by raising rates or improving your return on investments in staff—and run “what if” scenarios to predict the results of critical decisions.

Tune in to learn how to use a P&L to avoid financial surprises, make data-driven decisions and plan for your gym’s future with confidence.

To get a copy of the model P&L, join Gym Owners United using the link below and send Chris a DM.

Links

Gym Owners United

Book a Call

01:59 - Profit and loss statement

04:28 - Key metrics to track

08:46 - Breaking down expenses

16:28 - Running “what if” scenarios

19:59 - Taking control

Elite Annual Planning: How Top Gym Owners Plan to Thrive in 2025

Thu, 12 Dec 2024 00:00:00 -0500

Annual planning puts gym owners in control of their businesses. Elite gym owners take it further, crafting plans that give them the freedom to choose where they spend their time—whether inside or outside the gym.

In this episode of “Run a Profitable Gym,” Joleen Bingham, leader of Two-Brain’s Tinker program, reveals how top gym owners use annual and three-year plans to achieve massive growth, financial freedom and personal fulfillment.

Joleen shares stories of gym owners who grew by 30 percent in just a year, helped staff earn six-figure salaries and used strategic planning to create sustainable growth.

She also lays out the four focuses of the Tinker program—lifestyle, leadership, wealth and scaling—and explains how mentorship ensures gym owners stay on track while leveling up in each area.

No matter where you are in your entrepreneurial journey, this episode will help you start thinking about how to set and reach long-term goals.

To get “The Essential 12-Month Gym-Building Plan for 2025,” join Gym Owners United using the link below.

Links

Adding a Nutrition Program

Gym Owners United

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01:18 - Tinkers with annual plans

03:13 - Beginner vs. expert annual plans

10:28 - Essential elements for annual plans

18:21 - Accomplish more with your staff members

25:50 - Annual plan summary for gym owners

Want a Thriving Gym in 2025? Here's the Exact Plan to Follow

Mon, 09 Dec 2024 09:00:00 -0500

Chris Cooper has a gift for gym owners who want to crush it in 2025: a complete, step-by-step annual plan.

In this episode of “Run a Profitable Gym,” Chris breaks down the exact strategies you can use to grow your gym next year. From kickstarting the year with a habits challenge to boosting retention with client goal reviews, he explains how a clear plan can help you stay consistent and avoid overwhelm.

You’ll also learn about building effective marketing funnels, performing coach evaluations and using community events to generate leads. Plus, Chris shares how Two-Brain mentors help gym owners tailor plans to their strengths and opportunities to achieve long-term success.

Whether you follow this annual plan exactly or tweak it to fit your gym, it lays the foundation for you to thrive in 2025. Listen now and start building your best year yet!

To get the free guide, join Gym Owners United using the link below and send Chris a message.

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01:51 - The 2025 plan

03:24 - Month by month

05:00 - January to March

14:41 - April to June

25:03 - July to September

28:03 - October to December

Kicking Ass: Gym-Owning Fighter Posts Huge Average Revenue Per Member

Thu, 05 Dec 2024 00:00:00 -0500

Amanda Buckner’s gym, Untamed Fitness in Washington, recently earned a spot on Two-Brain’s leaderboard for average revenue per member (ARM)—with top performers hitting between $500 and $821 per client per month.

Since opening her gym just a year and a half ago, Amanda has scaled her monthly revenue from $6,000 to $15,000.

In this episode of “Run a Profitable Gym,” host Mike Warkentin digs into how Amanda achieved such impressive numbers without relying on traditional group classes.

Amanda explains how mentorship, rate increases and a focus on personal training contribute to her high ARM. She also shares how her expertise in functional fitness and commitment to delivering results have set her gym apart from the competition.

Tune in to hear Amanda’s full story and get her advice for gym owners looking to boost their ARM.

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2024 "State of the Industry"

Gym Owners United

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01:06 - Group classes to private

08:37 - Two-Brain can change your ARM

17:34 - Changing your rates

21:33 - How Amanda gets clients

30:06 - Small but strong ARM boost

January Revenue-Generation Tactic: Healthy Habits Challenge

Mon, 02 Dec 2024 00:00:00 -0500

Cynthia Fotti, Two-Brain mentor and owner of CrossFit Rush, helps gym owners turn healthy habits into thousands of dollars in revenue.

In this episode of “Run a Profitable Gym,” Cynthia explains how she helped her gym generate front-end revenue of $3,500 in just four weeks with a healthy habits challenge—and an additional $1,800 in ongoing revenue.

Cynthia lays out everything you need to run your own challenge this January, including how to price, structure and market it. She also explains why focusing on simple habits such as eating more vegetables and adding protein to meals leads to powerful results for clients and higher retention for gyms.

To boost revenue and set your members up for success, tune in to get the tools you need to hit the ground running in 2025.

Links

The Prescriptive Model

Academy of Nutrition and Dietetics’ Licensure Map and Statutes by State

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01:28 - Rewards for healthy habits challenge

10:23 - Setting up a healthy habits challenge

15:08 - Working out your pricing

22:20 - Continuing with nutrition coaching

26:57 - The #1 tip for success

0 to 60 Percent of Fitness Revenue: How a CrossFit Gym Added PT

Wed, 27 Nov 2024 00:00:00 -0500

Mike Monaco took his gym from parking lot workouts to a thriving 5,000-square-foot facility that generates over $420 per member per month. How? He switched to a PT-focused model with an emphasis on relationship building and holistic wellness.

In this episode of “Run a Profitable Gym,” host Mike Warkentin talks to Mike Monaco, owner of RX FIT in New York State, who shares how he skyrocketed his ARM with the help of a mentor.

Mike’s approach centers on quality, not quantity: He’s focused on high-value clients who receive individualized attention through personal training, recovery services and nutrition coaching.

His gym thrives on word-of-mouth referrals, driven by strong relationships with members and local physical therapists.

Tune in to hear how Mike scaled his PT program to represent 60 percent of his fitness revenue and how he keeps his members coming back—all with zero marketing costs.

Links

The Prescriptive Model

Chris Cooper's "Help First"

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00:52 - ARM change since Two-Brain

04:26 - Driving ARM up fast

07:42 - What a package can look like

12:24 - Referrals & high-value clients

18:22 - Good relationships & retention

23:52 - Role of a mentor

When Every Client Pays You More Than $500 a Month!

Mon, 25 Nov 2024 00:00:00 -0500

Imagine if every client paid you between $500 and $800 every month. That’s a reality for the gyms on this month’s leaderboard.

In today’s episode of “Run a Profitable Gym,” Two-Brain CEO Chris Cooper shares the Top 10 leaderboard for average revenue per member (ARM).

With a mean ARM of $608 and an average client headcount of 58, our leaders are focusing on high-value options beyond group training, such as one-on-one and semi-private coaching.

These options help high-value clients get to their goals faster, while boosting your ARM. And if a group client isn’t happy with progress, it's easy to offer them more attention by suggesting premium options in goal review sessions.

Tune in to the full episode to hear more tips for boosting your gym’s ARM.

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00:23 - ARM and 1-on-1 coaching

02:12 - ARM leaderboard

04:14 - Showing what is possible

07:58 - Response from top gyms

10:55 - Confusing method with model

4 Surefire Ways to Get More Gym Members Without Discounts

Thu, 21 Nov 2024 00:00:00 -0500

Want more gym members without slashing your prices? Discounts can undermine your gym’s value, hurt your profit margins and attract the wrong clients. There’s a better way.

In this episode of "Run a Profitable Gym," host Mike Warkentin is joined by John Franklin, chief marketing officer at Two-Brain and Kilo.

John shares four proven strategies to help you attract and retain new clients without offering discounts: events, holiday challenges, New Year’s Day check-ins and black card referral campaigns. He lays out examples of each tactic and offers practical tips for implementation at your gym.

John’s advice is clear: Focus on attracting high-value members who will stay for years instead of using discounts to lure in low-paying coupon clippers who won’t stick around.

For more support on running a profitable gym without discounts, get Chris Cooper’s free guide "The Gym Owner’s Guide to a Discount-Free Black Friday" by joining Gym Owners United, linked below.

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01:10 - Get more clients before 2025

06:08 - Holiday nutrition challenge

09:09 - New Year’s Day check-in

12:55 - Duplicate your best members

16:05 - Execution matters the most

"We Don't Have Discounts": How to Keep Your Profit on Black Friday

Mon, 18 Nov 2024 00:00:00 -0500

Slashing prices for Black Friday is a mistake if you sell coaching.

Discounts attract the wrong clients and teach the right clients to wait for sales instead of renew memberships at full price.

Worse, the discount comes out of your profit. The government still gets paid if you cut your rates, and so does the landlord. But you take home less money.

In this episode of "Run a Profitable Gym," Chris Cooper explains exactly what to say when people ask for discounts—use his lines word for word.

He also tells you what to do instead of gutting your profit. Hint: Build value so you attract great clients who will pay full price and stay for years.

Links

Chris Cooper's e-book "The Gym Owner's Guide to a Discount-Free Black Friday" is available here: Gym Owners United

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2:40 - Stay away from discounts

9:28 - The discount snowball

13:35 - "We don’t play those games"

18:23 - Discounts can stop you from giving

24:11 - "Feeling the discounts"

State of the Industry Release Show With Sevan Matossian

Thu, 14 Nov 2024 00:00:00 -0500

Two-Brain's annual industry-defining report is out!

The 2024 "State of the Industry" guide is packed with the essential data gym owners need to grow their businesses. This year, it even contains 13 ratings scales fitness entrepreneurs can use to evaluate their businesses and target areas for improvement.

How many clients does the average gym have? How much revenue?

What do gym owners pay staff? How many classes do they run?

How large are gyms, and how much of their revenue is used to cover fixed costs?

How fast are gyms responding to leads, and how many clients are they adding each month? How long are they holding those clients, and what's the lifetime value of each one?

How much do gym owners take home each month?

Every question is answered in the guide, which is packed with data from Kilo, Wodify and a huge survey of gym owners.

The guide was released on Nov. 12 on "The Sevan Podcast." Check out this rebroadcast as hosts Sevan Matossian and Matt Souza discuss key stats with Two-Brain founder and CEO Chris Cooper.

Use the link below to get the guide and analyze your gym's performance.

Links

2024 "State of the Industry" Guide

Gym Owners United

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1:53 - The success rate

7:27 - Political landscape and health

15:45 - "State of the Industry" report

37:01 - Shrinking the sample size

1:05 - Sales in health & fitness

1:21 - The OG spark

1:26 - Video contest winners

1:47 - Two-Brain Summit

State of the Industry 2024: The Data You Need to Succeed

Tue, 12 Nov 2024 13:00:00 -0500

Two-Brain’s fifth annual “State of the Industry” report is out, and it’s more useful than ever.

It’s not just a collection of statistics but a practical tool designed to help gym owners assess their strengths and weaknesses and make strategic decisions.

Kilo and Wodify kicked in stats from thousands of gyms around the world, and our greatest survey response ever filled the guide with data on average revenue per member, expenses, client retention, profitability and more. The numbers are broken down by gym type, with visual references to help you determine how your gym is performing in comparison.

Tune in to this episode of “Run a Profitable Gym” to hear Two-Brain founder Chris Cooper highlight key takeaways from the report with host Mike Warkentin.

Then, get the 64-page “State of the Industry” report through the link below and use its data to evaluate and improve your business.

Links

2024 "State of the Industry" Guide

Gym Owners United

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02:14 - State of the Industry 2024

08:07 - Big group gyms and revenue

21:39 - Improving good numbers

31:33 - What is left?

38:32 - The best plan for gym owners

Focus and Accountability: The Golden Hour for the Win

Thu, 07 Nov 2024 00:00:00 -0500

Dana Fouche is busy.

In addition to running Reach Athletics, she’s a mother and the owner of a farm. To ensure she never lets her business falter—even when the cows escape again—Dana uses Chris Cooper’s Golden Hour concept: Every day, do one thing to grow your business before you do anything else.

To start her days, Dana goes to a quiet place, clears her head, works on simple but effective marketing tasks and then addresses larger projects. She ends after an hour and makes a plan for the next day. No matter what happens after that, her business has already received a great push forward.

To her, the Golden Hour provides the same accountability she provides to fitness clients. If she tells them they can find an hour to take care of themselves, she can find an hour to focus on her business.

Host Mike Warkentin has Dana run through her exact plan and provide tips for gym owners who are struggling to move their businesses forward. Dana is clear: One hour a day is more than enough to grow your gym if you focus on the right tasks.

To take part in Chris Cooper’s Golden Hour Challenge and build essential entrepreneurial habits, join Gym Owners United using the link below.

And to dig into the concept on your own and set up your own 60-minute plan, get “The Golden Hour," also linked below.

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"The Golden Hour"

Gym Owners United

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01:21 - Business momentum in one hour

04:24 - Rundown on Dana’s gym

07:09 - Dana’s Golden Hour

11:36 - Lead with marketing reps

17:21 - Tips for those who are struggling

Want to Make $100k? Here Are 3 Gym Business Models That Work

Mon, 04 Nov 2024 00:00:00 -0500

Today on “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper lays out three gym business models that actually work, using case studies from gym owners earning $100,000 per year.

Chris walks through profit-and-loss statements, revealing all the nitty-gritty details, so you can see exactly what levers these gym owners pulled to reach $100,000.

The first gym owner ran big group classes with a decent headcount but had high overhead and struggled to scale. They focused on increasing total members and retention, while adding more classes.

In the second case study, the owner started with group classes but had high churn and low revenue. He introduced an on-ramp process and personal training to help clients hit their goals, and he added a third revenue stream: retail and supplements.

The final gym owner started with one-woman personal training, but the workload was overwhelming and income was inconsistent. She hired a part-time coach and shifted to semi-private training.

What's the business model that will help you reach your financial goals? A mentor can help you build it.

To download our “5 Ways to Make $100k From Your Gym” guide, join Gym Owners United using the link below.

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0:22 – Infinite business models

0:54 – P&L statements

3:53 – Big-group model

7:12 - Challenges of the group model

9:49 - Adding revenue streams

16:08 – First case study

22:35 – Second case study

28:45 – Third case study

From 12-Hour Days and Low Wages to Top-Earning Gym Owner!

Thu, 31 Oct 2024 00:00:00 -0400

Three years ago, gym owner Magnus Bjorsvik increased rates dramatically, and some of his clients were angry about it.

Today, Magnus is on Two-Brain’s Top 10 leaderboard for net owner benefit (NOB)—salary, dividends and anything else the gym pays its owner. He also won the coveted Clients’ Choice Award at this year’s Two-Brain Summit in Chicago.

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Magnus, owner of CrossFit Uvaer in Norway, to learn how his gym has changed since his rate increase in 2021.

Magnus says the increase allowed him to get rid of members who didn’t fit, and his gym community has vastly improved. The higher price has also pushed the gym and its staff to provide better service, and happy members are getting better results.

Magnus now increases rates annually, and the lack of financial pressure has allowed him to stress less and vacation more.

Tune in to hear Magnus’ full story and his advice for other gym owners looking to fast-track growth.

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Magnus' Previous Appearance

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02:05 - The last three years

06:53 - Thrive with rate increases

10:21 - Success and peace of mind

14:23 - Struggles after opening a gym

17:18 - Mentors hold you responsible

What Exactly Are Gym Owners Doing to Earn Over $16,000 per Month?

Mon, 28 Oct 2024 00:00:00 -0400

The average fitness entrepreneur earns between $2,500 and $6,000 per month. The top earning gym owner on our leaderboard brings home six times the high end of that average.

In this episode of “Run a Profitable Gym,” Two-Brain CEO Chris Cooper presents the Top 10 leaders for net owner benefit (NOB)—profit, salary and anything else a gym owner earns from their business. Then, he shares how they got on our leaderboard.

Some focused heavily on retention and raising client value.

Others reinvested their profit to become even more profitable—increasing ad spend, developing staff or buying a building.

The common theme: All our top gym owners created clear, consistent plans with their mentors and then put them on repeat.

This requires focus and habit building. Starting Nov. 1, Chris will help gym owners develop these skills through the Golden Hour Challenge, based on his new book, “The Golden Hour.”

To join the free challenge, use the link below to join the Gym Owners United group, where Chris will post a prompt every single day and tell you exactly what to do to start building momentum and take charge of your business.

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“The Golden Hour” by Chris Cooper

Gym Owners United

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1:02 - Importance of being profitable

5:04 - August net owner benefit

8:12 - How did they get to the top?

11:05 - Quotes from the August leaders

18:01 - The Golden Hour

Golden Hour: 5% Client Boost With Just 60 Minutes of Work a Day

Thu, 24 Oct 2024 00:00:00 -0400

In this episode of “Run a Profitable Gym,” Eric Conner shares how he measurably improved his gym in just 60 minutes a day using Chris Cooper’s Golden Hour framework:

Go to a place where you can focus
Open your mind
Lead with marketing reps
Do your big projects
End after one hour
Next steps

Eric sets aside a Golden Hour every morning in which he focuses on high-value, CEO-level work. He puts in marketing reps, such as reaching out to former clients and unconverted leads. Then he works on larger projects, like improving his gym’s 90-day client journey. Finally, he outlines what he needs to do in his next Golden Hour.

Starting Nov. 1, Chris will lead you through the Golden Hour Challenge. He’ll tell you exactly what to do each day in simple, easy-to-follow steps. Then you’ll learn to stack habits and build momentum to produce measurable results in your gym.

To take part in the challenge, use the link below to join the Gym Owners United group.

Links

“The Golden Hour” by Chris Cooper

Gym Owners United

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00:20 - The Golden Hour

05:59 - The Golden framework

13:13 - Stacking good habits

15:54 - An all-around improvement

17:49 - Eric’s tips for success

The Golden Hour Challenge: Grow Your Gym in Just 1 Hour a Day

Mon, 21 Oct 2024 00:00:00 -0400

Gym owners with the fastest-growing businesses share one specific skill: focus.

They have access to the same tools, resources and mentors as everyone else. What sets them apart is their ability to consistently do the key things that are required to improve their gyms without second-guessing themselves or getting distracted.

You can learn how to build this entrepreneurial focus by reading “The Golden Hour,” the upcoming book from Two-Brain founder and CEO Chris Cooper.

In today’s episode of “Run a Profitable Gym,” Chris invites you to join in the Golden Hour Challenge, beginning Nov. 1.

This six-week challenge is designed to help you grow your gym in just one hour a day by developing habits and focusing on activities that measurably improve key metrics.

Each week of the challenge, Chris will introduce new essential habits for you to master. By Week 6, you’ll be a high-speed, ultra-efficient CEO who can push a fitness business forward in 60 minutes a day.

The challenge starts Nov. 1, and you can take part by joining Gym Owners United via the link below.

Links

Pre-order “The Golden Hour” by Chris Cooper

Gym Owners United

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0:55 - What top performers are doing

5:54 - Habits and the skill of focus

14:25 - The Golden Hour Challenge

22:01 - Mining for leads

31:27 - Avoiding slow growth

Two-Brain Tinkers: Wealth, Leadership, Lifestyle and Scaling

Thu, 17 Oct 2024 00:00:00 -0400

Gym owners in Two-Brain’s Tinker group have hit about $100,000 in net owner benefit and are working toward reaching $1 million net worth. In fact, the program has certified 54 millionaire gym owners—with seven earning that status in the last quarter alone.

Today on “Run a Profitable Gym,” Mike Warkentin sits down with Joleen Bingham, one of the program’s leaders, to explain exactly how top gym owners use Tinker to level up.

Tinkers focus on four pillars that strengthen their businesses and personal lives: wealth, leadership, lifestyle and scaling.

- Wealth: creating a legacy for your family.
- Leadership: fixing yourself so you can fix your business.
- Lifestyle: increasing happiness, health and freedom.
- Scaling: expanding your gym or making other investments.

Gym owners in the Tinker program attend four in-person meetups per year with workshops and expert speakers, and they meet weekly online to learn and solve problems together. They also have access to mentors and a huge pile of resources in a special toolkit.

Perhaps the most valuable part of the Tinker group is the relationships with like-minded gym owners who share similar goals. It's common to hear stuff like this at a Tinker meet-up: "I've done what you want to do. Here's exactly how I did it, and here's how you can avoid a few mistakes I made."

Whether you’re just getting started with your gym or you’re several years in, you don’t have to go it alone. A Two-Brain mentor can help you reach the next level of entrepreneurship.

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2:10 - Millionaires before and after

6:37 - Tinker program structure

9:35 - Weekly call and accountability

13:55 - Imposter syndrome

18:17 - Are you a future Tinker?

Stages of Two-Brain Mentorship: From Quick Wins to $100k and Beyond

Mon, 14 Oct 2024 00:00:00 -0400

You have access to tons of information about growing your gym, so what’s keeping you from getting results on your own?

Just like the clients in your gym, you need a coach—someone to help you set a goal, build a plan to accomplish it and stick to that plan.

Today on “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper outlines the phases of Two-Brain mentorship and explains exactly how they’re designed to help fitness entrepreneurs grow their businesses fast.

Two-Brain clients are set up for quick wins—such as more high-value clients—in the early phases, with a goal of reaching income of $100,000 a year (or more) in phase three. Along the way, a mentor helps the gym owner make informed decisions, stay focused and do the work.

By the time you reach the fourth phase of mentorship, you’ll be paying yourself a great wage and providing real careers for your staff. Then you’ll start focusing on investing in your future, whether that’s expanding your gym, buying your building, opening more gyms, starting another business or putting your money into low-risk investments.

Tune in to hear the full overview and learn how Two-Brain Business can help you build a better gym and change more lives in your community.

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3:52 - Phase 1

7:57 - Phase 2

8:56 - Phase 3

13:41 - Phase 4

21:06 - Phase 5

When the S&*$ Hits the Fan: Preparing for Downturns at Your Gym

Thu, 10 Oct 2024 00:00:00 -0400

Gyms are fragile businesses. Seasonal fluctuations, local competition, staff departures, economic changes and even pandemics can all reduce or eliminate profit.

At a recent meetup for top gym owners, Two-Brain mentor Kenny Markwardt laid out a plan to help entrepreneurs prepare for a financial downturn.

In this episode of “Run a Profitable Gym,” Kenny walks through his four-stage plan with host Mike Warkentin.

Performing a stress test will help you see just how prepared your business is for a worst-case scenario.

Kenny—who owns Sandpoint Strength and Conditioning in Idaho—explains how you can strategize for revenue dips ranging from 10 to 40 percent. Some of the tactics include eliminating costs, putting off non-essential purchases, helping staff generate more revenue and negotiating with landlords.

Tune in to learn how to increase your ability to survive a financial downturn. You’ll sleep better knowing you have a plan.

Links

Read more on Affinity Marketing: The Prescriptive Model

Cutting tiny classes: How to Kill Poorly Attended Classes

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1:21 - Helping gym owners find clarity

6:29 - Plan for potential revenue loss

10:23 - The impact of larger revenue loss

18:57 - Hiking through Death Valley

28:56 - Plan now even if you’re doing great

Get Your Reps In: Practice Scenarios to Grow Your Gym

Mon, 07 Oct 2024 00:00:00 -0400

Gym owners give their members reps to help them get results, and business experts do the same thing with their clients.

In this episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper presents several common scenarios gym owners face regularly. If you practice operating in these situations, you’ll be ultra-prepared when they come up in the real world. And your gym business will grow.

Chris gives you practice reps for selling, performing goal review sessions, using the Prescriptive Model, generating referrals through Affinity Marketing and having hard conversations (think firing staff or raising rates). Then he shares tips for navigating these situations like a true pro.

You don’t want to get your reps "when it's real." For example, it’s too expensive to fumble around and lose clients in the sales office while you gain experience. Instead, practice having these critical conversations with your coaches, your spouse or your dog. Or even talk to yourself in the mirror.

If you put in the reps as an entrepreneur every single week, you’ll soon have an A+ fitness business.

Links

Read more: The Prescriptive Model

Gym Owners United

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1:24 - Sales: sell to your dog first

2:57 - Practice the sales scenarios

8:29 - Getting referrals

12:04 - Hard conversations

15:10 - Build good habits: do your reps

Closing King Shares Secrets of Airtight Gym Sales Funnel

Thu, 03 Oct 2024 00:00:00 -0400

“We've documented absolutely everything in our sales process,” says closing king Brian Foley, owner of Activate gym in Killarney, Ireland.

Brian and his team at Activate were on the July leaderboard for close rate, which ran from 22 to 34 new clients.

In this episode of “Run a Profitable Gym,” host Mike Warkentin grills Brian on his impressive sales funnel to find out how his gym closes so many new members.

For starters, Brian has processes for absolutely everything, from the moment a lead enters the funnel to handling objections in the sales office to onboarding and beyond.

Get this: Leads booked 27 appointments at Activate, 24 showed up for their meetings, and 22 of them purchased. Of the two who didn’t buy, one was referred out to a gym that would be a better fit for her.

Brian and his team are constantly auditing their sales system to see how they’re doing, and they make improvements whenever the metrics highlight an issue.

Activate has a dedicated client success manager (CSM) who handles 99 percent of sales, and she does so with a Help First mentality. There’s no slimy, pushy, buy-buy-buy pressure. She truly wants to help people become healthier and fitter through the gym, and this attitude shines through during the No Sweat Intro (NSI) process.

To her, it’s not “selling.” It’s “helping people solve their problems.” That mindset shift makes all the difference when you’re sitting in the sales office.

Links

Chris Cooper’s “Help First”

Read more: The Prescriptive Model

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1:02 - Having a tight sales funnel

5:24 - Simplifying the sales process and pricing sheets

11:25 - Solving problems by watching your numbers

18:05 - Help First and Help Best drive sales

26:33 - Closing tips

Why Run Paid Ads? (And How to Know You're Not Wasting Money)

Mon, 30 Sep 2024 00:00:00 -0400

Last year, Facebook generated US$131 billion in ad revenue, proving that paid ads work—but they don’t work for everyone.

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Two-Brain chief marketing officer John Franklin to break down why some gym owners struggle with paid ads while others have great success.

The most common ad mistakes gym owners make are not understanding key metrics, underspending and giving up too early.

John also details the common flaws of unsuccessful ad campaigns, including straying from proven offers, using ineffective images and headlines, and targeting too broad of an audience.

Tune in to learn how to avoid critical mistakes and successfully funnel new leads into your gym with digital marketing.

Links

Gym Owners United

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0:39 - Why do people avoid running ads?

6:26 - Underspending and advertising

11:32 - Do we need to run paid ads?

17:10 - Reasons gym owners say ads don’t work

25:27 - Don’t kneecap your ad campaign

3X Revenue: When Every Dollar You Spend at Your Gym Is an Investment

Thu, 26 Sep 2024 00:00:00 -0400

Ivan Racic’s gym, CrossFit XV in Croatia, has tripled its revenue since joining the Two-Brain Business mentorship program three years ago, and month after month Ivan is consistently earning more.

This July, Ivan landed on Two-Brain’s marketing leaderboards for set rate and show rate—the number of leads who book appointments and the number of bookers who actually show up.

Today on “Run a Profitable Gym,” host Mike Warkentin learns exactly how Ivan managed to book so many appointments and get so many people to show up for them.

Ivan says using paid ads and hiring a client success manager (CSM) were key decisions that his mentor, Taryn Dubreuil, helped him make.

Marketing mentor Colm O’Reilly guided Ivan through setting up highly effective paid ads, which he spends just $5 a day on. Ivan’s CSM reaches out to new leads within 24 hours, and she also has a list of daily, weekly, and monthly marketing and retention tasks—and she does it all in only six to seven hours a week.

Tune in to hear the full episode and learn how to give your salespeople more chances to help clients change their lives.

Links

Gym Owners United

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0:52 - Paid ads and new members

5:36 - What does Crossfit XV offer?

9:10 - How Ivan brought people to the gym

17:40 - Ivan's ad hook

23:08 - Ivan’s plan for the future

Summer Storm of New Clients: Gym Sales and Marketing Leaders

Mon, 23 Sep 2024 00:00:00 -0400

Are you using your leads to grow your gym?

In this episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper presents the monthly leaderboards for set, show and close rates.

The owners of the gyms on our leaderboards have mastered key areas of the marketing funnel: they get leads to set appointments, they work hard to ensure people show up, and they change lives by closing sales.

Chris shares proven practices from these top gym owners, including tracking metrics weekly, hiring a client success manager (CSM), training staff regularly and investing in mentorship.

Listen to the full episode to learn how to systemize, optimize, and automate your sales and marketing so your gym can help more people, provide careers for your staff and thrive for 30 years or more.

Links

Gym Owners United

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01:49 - July 2024 appointments set

2:55 - July 2024 shows

3:42 - July 2024 closes

4:59 - Who is best at all three?

6:19 - Quotes from the leaders

Hire, Develop, Retain: A Stellar Staffing Plan for Gym Owners

Thu, 19 Sep 2024 00:00:00 -0400

Today’s guest, Joleen Bingham, has developed an ascension model to help you retain staff by creating careers for them. Since implementing the model, Joleen’s staff retention has improved, and she has multiple team members earning over $100,000 a year.

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Joleen, a multi-gym owner and the leader of Two-Brain’s Tinker program for upper-level gym owners.

Joleen’s model begins with a consistent, structured hiring process that eliminates many staffing problems before they appear.

The onboarding stage features a clear checklist and standard operating procedures (SOPs) that document expectations, and the owner's values and vision for the gym are communicated.

Once a staff member has been onboarded, the model focuses on development, moving from basic to more complex skills. Owners also mentor team members to help them work in areas of passion.

The next step is growth and retention. Career Roadmaps are a huge focus here: They help staff members become leaders and stick around long term.

The final component is the exit: ensuring you have a strategy for when staff members eventually leave.

Tune in to hear Joleen’s full staff ascension plan and to get an exclusive look into Two-Brain’s resources for clients.

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Mentorship: Tinker/Stage 3

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1:55 - Mistakes and how to fix them

4:44 - Staff ascension template

19:16 - Growth and retention

25:51 - Decrease your turnover

31:41 - Take action with staffing

Coach Ascension: How Top Gym Owners Create Careers for Staff

Mon, 16 Sep 2024 00:00:00 -0400

A link is missing between credentials and careers in the fitness industry—and it’s costing gym owners a lot of great people.

Common story: A trainer starts making $20 per class and works up to coaching 40 sessions a week. But the trainer isn’t making enough money and can’t see a way to make more without burning out. So the coach leaves the fitness industry to “get a real job.” The gym owner shrugs and tosses another coach into the cycle.

Sound familiar? If so, this episode of "Run a Profitable Gym" is for you.

Host Mike Warkentin and gym-owning mentor Karl Solberg discuss the detailed coach ascension program used at CrossFit Medis and CrossFit Sickla in Sweden.

The model allows trainers to level up as they develop and add the skills that bring more value. Clients get better results and pay more, the gym earns more, and the coach earns more and creates a career. Everyone wins.

The first step: Create an evaluation for your coaches and then review their performance regularly to ensure they’re improving.

To go further, review Karl’s system and consider building something similar to create careers for coaches at your gym.

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1:43 - Ascension plans increase value

3:35 - Levels increase value

6:48 - The coach ascension plan

10:48 - A detailed look at the plan

32:53 - Creating and implementing

Descent Into Hell: Poor Partnership Planning Can Cost You Everything

Thu, 12 Sep 2024 00:00:00 -0400

It’s Worst-Case Scenario Week on “Run a Profitable Gym.”

Today, host Mike Warkentin is joined by Matthew Becker, owner of GymLaywers.com, who shares stories of partnerships from hell and explains how to avoid them.

Partnerships in gyms can go wrong fast and create living nightmares for entrepreneurs. Partners might have very different views on topics such as dating members, day-to-day operations and finances, and sometimes a partner might even be involved in illegal activities. Or maybe one partner just isn't pulling their weight.

Without solid agreements in place, these situations can spiral quickly.

For example, gym owners in need of money might sell paid-in-full memberships, then have a disagreement and close the gym abruptly, leaving members out of pocket. In the worst cases, the money is long gone, and the owners can find themselves facing criminal charges.

Matthew, former gym owner, shares tips for avoiding these situations and getting out of them as quickly as possible if you run into partner trouble. It boils down to proper business setup, management and documentation.

To ensure your business will protect you legally and financially, get a lawyer to create or review a partnership agreement. You can reach Matthew at Gymlaywers.com.

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"Your LLC Isn't Protecting You if You Do These 5 Things"

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1:41 - Potential legal problems with partners

10:24 - Preparing for the snowball

19:32 - Partners leaving and presales

29:26 - It keeps getting worse?

38:39 - Stopping the daisy chain from hell

Life-Saving Lessons: Gym's Instant Response Keeps Member Alive

Mon, 09 Sep 2024 00:00:00 -0400

Although fitness training is incredibly safe, injuries and emergency situations are unavoidable.

The best plan: Be prepared.

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Erik Zeyher, owner of Warlock Athletics in New York.

In mid-August, one of Erik’s clients had a heart attack at the gym. Coaches and other members quickly worked together to administer CPR and resuscitate the member using the gym’s AED.

At the hospital, the member's wife said that if her husband had been anywhere other than the gym, he wouldn’t have survived.

Erik and his team have a full emergency plan in place and undergo regular AED training, and their preparation allowed them to save a life.

In the aftermath, Erik had to make critical leadership decisions, such whether to continue with classes, how to comfort clients who witnessed the event, how to communicate with his larger community, and how to ensure his staff members recovered from the stressful situation.

Tune in to get the full story and Erik’s tips for emergency preparedness so you can form your own action plan.

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Chris Cooper on the CALM model

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1:15 - Medical emergency at Erik’s gym

8:39 - What about the staff and other clients?

15:11 - Following procedure after a crisis

24:29 - Things to think about post-event

28:49 - What is on Erik’s list?

The Exact Cure for Summer Slumps in Gym Revenue in 2025

Thu, 05 Sep 2024 00:00:00 -0400

Most gym owners experience a revenue slump during the summer months. But today’s guest posted his greatest monthly revenue total of the year in June.

In this episode of “Run a Profitable Gym,” host Mike Warkentin digs into summer revenue with Stan Skolfield of Skolfield Sports Performance in Maine.

Stan’s gym focuses on youth sports performance, and his summer programs—perfect for kids who are out of school—generate front-end revenue and downstream revenue for rest of the year.

In summer, Stan runs camps and events that target under-serviced demographics. These outdoor camps don’t take up any space in his gym, and they funnel kids into his core programs that run during the school year.

To ensure he’s always got a steady stream of leads, Stan employs a consistent social media posting schedule to connect with youths who are attached to their screens. He pairs great content with sell-by-chat marketing to get more people in his gym.

If your gym focuses on adults, adding a kids program is a fantastic way to boost summer revenue. Stan even shares an exact template for running a summer sports camp so you can avoid a summer revenue dip in 2025.

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Bill Parisi’s episode

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2:59 - How did Stan hit his June revenue?

6:07 - Skolfield Sports Performance

11:40 - Breadcrumbs into main program

16:54 - Progress over the last 5 years

23:10 - Add $2,000 to next June’s revenue

Explosive Summer Revenue: Tips From Top Gyms Around the World

Mon, 02 Sep 2024 00:00:00 -0400

For many gym owners, revenue drops off a cliff in summer. For others, it soars higher than ever.

How can you make sure your gym is crushing it instead of crashing in summer?

In this episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper presents the Top 10 revenue leaderboard for June 2024 and shares the leaders’ tactics.

The top gym in June posted its best month of revenue thanks to a very successful kids summer program that’s a feeder for its main offerings. Your takeaway: Kids programs thrive in the summer months if you build them properly, and they’re a great option for gym owners looking for additional revenue.

Outside specialty programs, the Top 10 gym owners all employed similar strategies to generate revenue: They prioritized consistent growth, they focused hard on their clients, they used targeted ads, and they relied on mentorship.

Tune in to hear more and then use the tactics you learn about to hit your personal best month for revenue.

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1:49 - June 2024 Revenue Leaderboard

5:18 - Consistency, not beginner’s luck

6:58 - Lessons from the Top 10

7:37 - Camp revenue breakdown

11:23 - The common theme for the leaderboard

Sevan and Coop: "This Is How We Help Gyms Grow"

Thu, 29 Aug 2024 00:00:00 -0400

What are the best gyms in the world doing?

Two-Brain Business’ annual "State of the Industry" report has the answers. It’s the most robust dataset on microgyms anywhere in the world, and it helps gyms grow by enabling their owners to make decisions based on science instead of guesswork.

You can be part of the 2024 report and get access to 16 special resources for gym owners by submitting your survey response before Sept. 4, 2024, via the link below.

In this special episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper joins Sevan Matossian and Matthew Souza on “The Sevan Podcast” to discuss the state of the fitness industry, including the state of the CrossFit community.

They talk about some of the issues facing CrossFit in recent years, touching on everything from the evolution of CrossFit HQ after Greg Glassman’s departure to the best way to help CrossFit affiliates.

Gym owners face lots of challenges in 2024, but they can avoid mistakes and grow their businesses faster by making decisions based on data. Two-Brain’s “State of the Industry” report will be published in late November, and gym owners who contribute their numbers will get the guide before anyone else.

To be part of this year’s data set and get access to a special Resource Hub for gym owners, fill out the survey here.

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0:01 - The "State of the Industry" report

12:39 - CrossFit and its affiliates

29:39 - The CrossFit Games

53:35 - Getting help when opening a gym

59:17 - CrossFit and the fitness industry

1:06:20 - CrossFit ownership

1:13:57 - Fill out the survey!

What Sets the Best Gyms in the World Apart?

Mon, 26 Aug 2024 00:00:00 -0400

Why did you become a gym owner? The simple answer is probably to help others, but the more complicated answer is that many of us have had our own health and fitness transformations.

Many of us have seen depression, obesity and sickness reversed by the pursuit of fitness and health, and we want nothing more than to share that knowledge, joy and wellbeing with others.

But the fitness business is far too fragile. A new law or rent increase might be all it takes for a host of gym owners to run out of money and go out of business.

To protect our businesses and grow with stability, we need to know what works and what doesn’t work. And that info needs to come with proof, not opinions and anecdotes.

To give you the info you need, Two-Brain Business surveys gym owners around the world and publishes our “State of the Industry” guide for free every year. We do this so you can make decisions based on science and avoid wasting time and money on experimentation.

We hope you’ll take a few minutes to participate in this year’s State of the Industry Survey. In exchange, we’ll give you priority access to the guide this fall—and to sweeten the deal, we’ll give you a bonus package of exclusive Two-Brain materials that will help you right now.

But your greatest reward is in pushing the fitness industry forward. If we can build stable, profitable businesses that last for decades, we can help more people improve their health.

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State of the Industry Survey

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0:22 - Lifespan is going backward

3:08 - The fragility of the fitness industry

4:40 - The effect of change in your business

8:34 - Here’s where gym owners go wrong

10:57 - State of the Industry Survey

The Evolution of Gym Programming: Jason Khalipa and MDV of NCFIT

Thu, 22 Aug 2024 00:00:00 -0400

An undeniable truth in the fitness industry: If your athletes aren’t getting results, they’re going to go somewhere else.

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with two of the minds behind NCFIT, a programming and coaching development provider for CrossFit affiliates. Jason Khalipa, a CrossFit Games champion, is NCFIT’s founder and owner. Matt DellaValle, aka “MDV,” is the company’s chief fitness officer.

The trio discuss the evolution of gym programming over the last 15+ years and explain how you can ensure your programming generates results.

Many gym owners get great results for clients and reclaim their time by outsourcing programming to a trusted provider, such as NCFIT.

All NCFIT workouts come with a detailed class plan that includes a description, a teaching outline, suggested substitutions and a coaching video that highlights one or two major aspects of the workout.

Each workout is presented with two variations: one for the high-intensity Performance track and the other for the more moderate Fitness track. Aside from the standard NCFIT workouts, they also offer streams for strength and bodybuilding, competition and on-the-go training.

Listen to the full episode to learn key strategies for improving the programming in your gym—whether you choose to outsource it or not.

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5:06 - Reaching potential with a great experience

11:18 - Do your own programming or outsource?

18:08 - Hard for the sake of being hard

29:12 - The essentials of good programming

38:38 - 2025 programming calendar

Beyond "Spicy": How to Ensure Your Programming Gets Results for Clients

Mon, 19 Aug 2024 00:00:00 -0400

In 2024, workouts shouldn’t be hard for the sake of being hard.

You must ask, “What outcome is this workout designed to produce?” and “What are my clients’ goals?”

In this episode of “Run a Profitable Gym,” Mike Warkentin sits down with Chris Cooper, Two-Brain founder and owner of Catalyst Fitness, to talk about what good programming looks like.

One way to ensure you’ve got strong programming is by outsourcing it to an expert provider like NCFIT, Mayhem or CompTrain.

But whether you outsource your programming or create it yourself, the key is being intentional.

Goal reviews play a crucial role in that. Do your clients want to get stronger? Do they want to lose weight? Do they want to compete at the CrossFit Games?

Good programming produces the results the clients want and increases retention.

Tune in to hear why “spicier” workouts aren’t the answer and find out what you can do to improve your programming today.

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1:57 - The programming story

5:49 - Should you do your own programming?

12:04 - Why did Chris go back to programming?

17:08 - How does programming help coaches?

22:47 - Pressure to over-program

Paid Marketing Secrets: Colm O'Reilly's Tips for Gym Owners

Fri, 16 Aug 2024 00:00:00 -0400

What do your prospective clients need to see one week before joining your gym?

In this episode, host Mike Warkentin and marketing expert Colm O’Reilly talk about how to build a direct-response campaign that stops the scroll and brings in new members.

A direct-response campaign asks people to take action and makes it easy to do so: “Do you want to get fit? Here’s how to get started.”

Colm—a Two-Brain mentor and the owner of CrossFit Ireland and We Do Your Paid Marketing—explains the importance of knowing who you are targeting and what problems you can solve for them, and he outlines simple but effective direct-response strategies such as sell by chat and monthly email campaigns.

One of the benefits of direct-response campaigns is that you can track their effectiveness and return on investment (ROI). If you set your funnel up properly and run the numbers, you’ll know for sure if you’re wasting money on ads or using them to generate front-end and downstream revenue that more than covers your marketing costs.

Two-Brain mentors help clients create and maintain four marketing funnels that ensure a steady flow of high-quality leads. If you’re struggling to acquire new members, a mentor can help.

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0:46 - Paid branded vs. paid direct-response campaigns

6:14 - What to focus on right away

16:26 - Powerful tactic: sell by chat

21:55 - Solving the client’s problem

29:00 - What can Colm do for you?

Brand and Direct Marketing: Essential Tactics for Gym Owners

Thu, 15 Aug 2024 00:00:00 -0400

When you think of a business with an iconic, unforgettable brand, what comes to mind? What sets this brand apart?

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Two-Brain CMO John Franklin to talk about how gym owners can use brand and direct-response marketing to grow their businesses.

Brand marketing is all about telling your story: why you do what you do, and for whom.

Direct-response marketing is all about creating offers to get people to do something specific “right now.” Two examples: Paid ads that give people a compelling reason to purchase gym services today and social-media sell-by-chat strategies where the goal is getting a follower to book a free consultation.

As John explains, brand and direct-response marketing go hand in hand. The stronger your brand is, the more effective your direct marketing will be because a strong brand has earned the trust of consumers.

Tune in for key tactics from a marketing expert, as well as real-world examples from established brands such as CrossFit, Zumba, Beachbody and Budweiser.

Links

How to Discover Your Brand/Niche

Two-Brain blog on QuickCasting

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0:43 - Brand vs. direct marketing

2:39 - Fitness brands that did it right

7:47 - Essential elements of direct-action marketing

13:32 - Clarify who you are and what you do

21:56 - Gyms with great brands

Leadership in Times of Crisis: The CALM Model

Sat, 10 Aug 2024 00:00:00 -0400

In good times, your gym will rise to the level of your marketing.

In bad times, it will fall to the level of your leadership.

Your gym is more than a place to exercise. It’s a community of people united in a common goal. It’s a movement to change health and longevity in your town.

As the owner of a gym, you’re the leader of that movement. Nobody opens a gym just to make a living. They open a gym to make a difference. It’s not just a job; it’s a crusade.

This week the CrossFit community experienced a tragedy: a death on the CrossFit Games swim course. Every gym owner is going to face a crisis in their community at some point, too.

My job is to lead the Two-Brain movement: to help caring, compassionate coaches build sustainable gyms that last for decades; provide opportunities for other coaches who are on the same mission; and actually change lives.

You can’t become a better leader by reading a book or taking a course or participating in a round-table discussion on leadership. You become a better leader by leading through a crisis and evaluating the effects of your actions afterward. You do that by having mentors and models, and we do that through mentorship at Two-Brain.

One of my personal mentors is Bonnie Skinner. Bonnie is a registered psychotherapist and the founder of Level Up Mental Fitness Coaching.

On this special episode of our podcast, Bonnie will answer questions such as:

“Should we talk about this?”
“Is it important to get in front of the conversation with our community?”
“Should we post online about our feelings, or should we wait and calm down, or should we say nothing at all?"

Then I share a model for communication that I fall back on to help me in times of crisis. It’s called the CALM model, and it can be used by leaders in any challenging period. I’ll lay out the structure and use the CrossFit Games tragedy as an example.

Clarity: Here's what happened: It's a tragic accident.

Assurance: These are high-level athletes who understand their risks and eagerly accept them. He would have wanted the Games to continue for his brother, his fellow competitors, his fans and all of us.

Leadership: Let's all remember how fleeting life can be and reflect on it during our gratitude practice this week.

Movement: We're going to remember him with a tribute on Monday.

Your clients will always look to you for leadership in times of crisis. Help them by going first: Don't wait for them to see some of the horrible criticism online. Help by keeping them focused on the athlete and his family. Help by giving them a way to express their grief, memorialize the person and lean on their community.

Being a leader doesn’t mean inventing solutions from scratch; it means seeking and finding the best way to lead.

You can use others as models—you can read biographies, for example. Or you can find a mentor.

HR Horror Stories: Does Every Gym Owner Have Staff Problems?

Thu, 08 Aug 2024 00:00:00 -0400

Theft, fraud, lies and messy affairs—these are just some of the reasons why staff members get fired from gyms.

So how do you deal with severe staff stress?

In this episode of “Run a Profitable Gym,” host Mike Warkentin talks HR horror stories with Two-Brain mentor Andrea Savard, who has co-owned her gym, FirePower Fitness and Wellness in Ontario, Canada, for 20 years.

Over the years, Andrea has had to part ways with staff members, and even clients, who did not live up to her gym’s standards.

She shares some of her worst staffing conundrums and how she handled them. (Yes, she has tense tales.)

According to Andrea, many situations are not preventable. If you stay in the game long enough, you’ll have to fire a staff member.

But there are steps you can take to mitigate the likelihood of HR disasters and facilitate swift action when they do appear. Individualized electronic access codes and passwords, staff agreements and regular evaluations, and a code of conduct are just some features of gyms that are set up to professionally manage staff. A good lawyer on call doesn’t hurt, either.

Tune in to hear more top tips from a veteran gym owner.

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Andrea's Code of Conduct

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0:53 - Andrea’s interesting situations

6:35 - Did you take the cash box home?

16:23 - Theft can turn into fraud

27:59 - What did Andrea change?

33:07 - Don’t share private details when firing

Staff Members: Who's Savable and Who Needs to Be Fired?

Mon, 05 Aug 2024 00:00:00 -0400

How do you know when it’s time to part ways with a coach?

To answer that question, “Run a Profitable Gym” host Mike Warkentin sits down with Josh Martin, former gym owner, Two-Brain mentor and owner of The Refined Art of Coaching.

Often the issue isn’t actually with the coach—it’s caused by a lack of clear and reasonable expectations.

The key is to get your expectations out of your head because people can’t read your mind.

Josh shares tactics for ensuring your coaches are hitting standards and explains how you'll know when they’re damaging your product.

And sometimes you might have the right people—but they’re in the wrong positions.

Eventually, though, almost every entrepreneur will have to remove a coach, so Josh offers different approaches to firing and lays out their pros and cons.

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Sample Coach Evaluation

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1:13 - When to part ways with a coach

8:09 - Career Roadmaps & evaluations

13:51 - Having to fire a coach

24:30 - Signs a coach can be saved

31:49 - The right people in the wrong seats

Going for Groups: How Rob Sowden-Taylor Filled His Gyms

Thu, 01 Aug 2024 00:00:00 -0400

Two-Brain’s Top 10 leaderboard for client headcount in May ran from 341 to 941 clients at single-location gyms.

In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Robin Sowden-Taylor, owner of the large gym Ion Strength and Conditioning in Wales, as well as a smaller gym that’s on track to follow the same path to growth.

Ion’s mission is to have a positive impact on health and wellness in the local community. With 430 members and impressive length-of-engagement (LEG) stats, Sowden-Taylor’s business is on the right track.

Ion specializes in group training and has large classes of up to 80 participants. Robin explains how his coaches manage these huge groups and how Ion’s growth comes partially from specialty programs that serve kids, over 60s and moms.

It can be very difficult to run a huge gym without guidance and a commitment to improving entrepreneurial skills. Robin takes inspiration from Jason Khalipa, Ben Bergeron and his Two-Brain mentor, Lisa Palmer, who provides him with the accountability he needs to get things done.

Listen to hear exactly how Robin has strengthened staff and client retention and grown his gym to 400+ members. A Two-Brain mentor can help you determine exactly how many clients you need at your gym, then teach you how acquire and retain them so you can run a thriving business, too.

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3:53 - Summary of Robin’s larger gym

9:25 - Staffing

15:26 - Managing massive groups

21:47 - Retention numbers and success

34:43 - Goal Review Sessions

Million-Dollar Gyms Don't Have 10-Cent Coaching

Mon, 29 Jul 2024 00:00:00 -0400

It doesn’t matter how good your sales are if you’re losing clients due to poor coaching. People just won't stay and pay if your product—coaching—is lacking.

As a gym owner, you sell results. Results help clients become healthier, and they increase retention—one of the most important metrics in your business. No million-dollar gym has poor retention.

In this episode of “Run a Profitable Gym,” host Mike Warkentin talks coaching with Oskar Johed, co-owner of CrossFit Medis and CrossFit Sickla in Sweden and a member of CrossFit's Level 1 Seminar Staff.

According to Oskar, good coaching starts with hiring: You’ve got to bring in the right people and have a system in place for onboarding them.

Then you must create Career Roadmaps for them; Oskar shares his gyms’ elite-level coaching progression, which you can use as a model.

Finally, regular evaluations are essential for developing strong coaches—you can even give instant feedback like Oskar does.

Tune in to hear all of Oskar’s expert tips—he provides actionable steps you can take today to improve the coaching in your gym.

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2:36 - When should a gym focus on coaching?

6:37 - First steps to improving your product

14:28- Ensuring performance & improvement

26:35 - Do credentials matter?

33:02 - Good numbers but coaching can improve

He Had 270 Members But Earns More Now With Fewer Than 200!

Thu, 25 Jul 2024 00:00:00 -0400

If you doubled your average revenue per member, how many clients would you need to pay yourself $100,000 per year?

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Kieran O’Dwyer, Two-Brain Business mentor and owner of two gyms in Australia.

Prior to joining Two-Brain, one of Kieran’s gyms grew quickly from 100 to 270 members, and his systems were totally overwhelmed: The gym couldn’t manage the clients and major retention problems appeared.

When Kieran found himself bleeding more members than he could replace, he sought out the support of an expert gym owner. His mentor, Peter Brasovan, helped him shift his focus to current members, improving their experiences through goal reviews, milestone rewards and better membership options.

By refining his business systems and focusing on high-value clients, Kieran is now earning more and paying his staff more. He also has better retention, increased average revenue per member and less stress—all with fewer clients.

That stack of wins freed up his time: He can now mentor other gym owners to target and retain high-value clients and generate more revenue.

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Free guide: “5 Ways to Make $100,000 Per Year From Your Gym”

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2:04 - More members but retention is suffering

6:02 - Stress, scrambling and sleeplessness

13:25 - Financial hit when scaling back?

21:14 - Did reducing client count help?

25:00 - Advice for gym owners who want to grow

Huge Client Headcount: The Top 10 Gyms Around the World

Mon, 22 Jul 2024 00:00:00 -0400

How can you acquire and keep more gym clients?

Our top fitness entrepreneurs share their secrets.

This month’s Two-Brain leaderboard features coaching gyms with outstanding member counts—ranging from 341 to a whopping 941.

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper runs through the Top 10 gyms around the world for client headcount and then shares the owners’ tips with you.

A few themes: These gyms all have great retention, funnels, sales systems and general business systems that can be used by large, cohesive teams.

Another commonality: All these gym owners invested in mentorship and have seen a great return on that investment.

What’s the best plan if you’d like to push your client count above 300?

Start with 150 members and use a mentor to help you create airtight systems to manage them. Then scale up slowly with a stable foundation under you.

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1:25 - The May 2024 leaderboard

3:52 - Using the 150 Model

5:06 - Common themes

7:31 - Focus and operating at scale

11:39 - Building systems with mentorship

Essential Retention Tactic: The Client Journey

Thu, 18 Jul 2024 00:00:00 -0400

What are the rewards if you create an outstanding client journey at your gym?

Better retention, greater lifetime value, lower marketing costs, higher profit and vastly improved results for clients.

On today’s episode of “Run a Profitable Gym,” host Mike Warkentin chats with Peter Brasovan, former owner of Myriad Health + Fitness. Now a Two-Brain mentor trainer, Peter explains exactly how to build a strong client journey.

Key highlights include using the Prescriptive Model, No Sweat Intros and goal review sessions.

A critical mistake gym owners make? Not getting every single client on the same journey. You’ve got to give A+ service every time.

That’s harder to do as your gym grows, so Peter tells you how to find the right client success manager (CSM) and ensure you get a return on your investment in this key staff member.

Tune in to get the 411 on a 10-out-of-10 client journey—then take two tips from Peter to start improving your client journey today.

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The Prescriptive Model

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0:58 - The client journey

9:07 - Find the client's goal

18:42 - Action is greater than perfection

24:31 - The client success manager

30:01 - Common issues for gym owners

Retention: What Really Matters and What's Completely Irrelevant

Mon, 15 Jul 2024 00:00:00 -0400

The longer members stay at your gym, the better your chances of changing their lives.

So how do you get clients to stick around?

In this episode of “Run a Profitable Gym,” host Mike Warkentin and Two-Brain CEO Chris Cooper discuss key tactics for improving retention.

They also reveal the frivolous things that don’t actually make a difference.

The foundation for improving length of engagement is simple: Every client needs to have a clear goal, a plan and accountability.

These essential elements are built into the Prescriptive Model, which includes an initial free consultation and regularly scheduled goal review sessions every 90 days.

When clients see the progress they’re making toward their goals, they’re likely to refer friends and family—and when their friends or family members join the gym, they’re more likely to stick around even longer.

As your business grows, retention must be scaled up along with everything else. If you don’t personally notice when someone hasn’t shown up in three days, it’s time to invest in a client success manager (CSM) who can help you reach out to absent members and get them back in the gym.

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The Prescriptive Model

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1:42 - What keeps clients longer?

4:43 - Motivate your clients

11:00 - Taking steps to success

12:24 - Delegate and outsource retention

29:46 - Your coaches and retention

Driving Through Sales Friction: Getting to "Yes"

Thu, 11 Jul 2024 00:00:00 -0400

Picture this: You’re in a sales consultation at your gym. You’ve communicated how your service will help the prospect meet their goals, and they’ve affirmed their interest. You’re so close to getting the sale, and then they hit you with “I need to think about it.”

Sound familiar?

In this episode of “Run a Profitable Gym,” host John Franklin sits down with Matt Temby, owner of Vault Health and Fitness and head of sales at Two-Brain Business, who shares proven tactics for getting to “yes.”

There are five objections that typically come up somewhere during the sales process: think about it, partner, money, fear and logistics. The first two are smokescreens that hide the true objection.

John and Matt role-play through each of these objections, giving examples of exactly what to say to address the concern and close the sale.

The key is to get a decision before the prospect leaves. If you do that, you’ll help more people change their lives with fitness.

Links

Check out Chris Cooper’s book “Help First,” which inspired Matt’s sales journey

Matt Temby on front-end sales

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1:38 - What to know before the pitch

7:56 - High-tier pitching

19:03 - The spousal objection

26:27 - Digging out of the hole

38:00 - Push because you care

Scenario Solutions: Say Exactly This to Grow Your Gym!

Mon, 08 Jul 2024 00:00:00 -0400

Do you ever wish you had a script that would tell you what to say to members and prospective clients?

Today on “Run a Profitable Gym,” host Mike Warkentin and Two-Brain founder Chris Cooper discuss several common scenarios gym owners face, and Coop tells you exactly what to say in each one.

How do you say “no” to discounts? How do you start more conversations and get more leads? How do you sell more PT?

He also shares exactly what to say to get genuine testimonials and generate more referrals.

This episode even includes exclusive bonus scripts from Two-Brain’s private group for gym owners: how to talk to a client who smells bad and what to say when a client wants to put a membership on hold.

Tune in to hear each of these scripts word for word, then use them in the real world to build your business!

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1:13 - "Do you offer discounts?"

7:02 - Getting new clients into the gym

13:40 - The client’s kid’s sports team

20:45 - Marketing assets from clients

24:23 - Getting access to peer groups

Easy Ways to Earn More Per Client Starting Today

Thu, 04 Jul 2024 00:00:00 -0400

If you multiplied your client count by an average revenue per member (ARM) of $500, what would the number be?

What would that number do for your gym and your family?

Today on “Run a Profitable Gym,” host Mike Warkentin talks with a fitness entrepreneur whose ARM is well over $500: George-Anthony Dulal-Whiteway of Brainstorm Fitness in San Diego, California.

George-Anthony shares actionable strategies—both big and small—you can use to start boosting your ARM today.

After starting mentorship with Two-Brain, George-Anthony dialed his focus down to personal and semiprivate training, and he started using group classes as a highly effective dropdown sell.

In goal review sessions, George-Anthony ensures clients are seeing results, and he offers them add-ons, such as a personal training session, to get them to their goals faster. He also uses these goal review meetings to ask for referrals—the primary way he gets new clients.

His main piece of advice? Offer clients something extra, whether it’s supplements, T-shirts, a kids program or something else. If you solve problems for clients and add value, you’ll drive up your ARM.

This episode is packed with tactics for raising your ARM. Tune in to hear them all, and then take action in your gym today.

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2:30 - Goal review sessions

7:47- George-Anthony's gym and business model

11:23 - Group and PT to increase your ARM

18:09 - Keeping long-term clients

24:14 - Simple steps to increase your ARM

The Race to the Bottom: How to Set Your Gym Apart From Competitors

Mon, 01 Jul 2024 00:00:00 -0400

Many gyms are “racing to the bottom” with lower and lower prices that destroy their value.

This happens because of commoditization: When clients can’t differentiate between options, they choose the cheapest one, so many gym owners feel pressure to compete on price.

But this approach shrinks the profit margin until the gym is forced to go out of business.

In this episode of “Run a Profitable Gym,” host Mike Warkentin discusses how to battle commoditization with Chris Cooper, Two-Brain founder and CEO.

Chris shares how gym owners can use the Prescriptive Model with constant refinements to build more value for clients. He also supplies listeners with a strategy for finding out exactly what their clients value—and it’s usually not what you think.

You don’t have to compete on price if you aren’t trying to be the cheapest gym in town. Instead, “be a five-star steakhouse” and charge rates that reflect your value.

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The Prescriptive Model

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0:30 - Racing to the bottom

3:13 - First-to-market challenges

10:10 - Value and the client’s perception

17:30 - Establish value and retain value

26:59 - Client focus

PT & Small Groups Drive Huge Average Revenue Per Member

Thu, 27 Jun 2024 00:00:00 -0400

This month’s Two-Brain leaderboard tracked average revenue per member per month (ARM), with the Top 10 running from $508 to $1,203 USD.

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with ARM leader Yoni Levitan, owner of 3 Seasons Personal Training in Toronto, Canada, to learn the secrets behind his massive ARM.

First of all, Yoni’s gym focuses exclusively on high-value services, such as personal and semi-private training.

But the real key to Yoni’s success is an overwhelming commitment to clients. He invests greatly in professional development and is dedicated to getting his clients results. In fact, he is unwilling to offer things that don't deliver results—like once-a-week training.

He also focuses on small details that combine to create an elite level of service: showing up on time every time, not changing client’s schedules and having clean bathrooms.

Because of his high standards of excellence, Yoni spends $0 on marketing, getting nearly all his clients through referrals and glowing Google reviews.

Tune in to hear all Yoni’s tips so you can take steps today to increase your gym’s ARM.

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1:55 - Yoni’s ARM history

11:17 - Setting your rates

20:07 - Yoni’s Two-Brain experience

26:31 - Referrals are king

35:16 - Simple things that drive up ARM

Value-Driven Tips for Maximizing Average Revenue Per Member

Mon, 24 Jun 2024 00:00:00 -0400

Every month, we pull data from a thousand Two-Brain gyms around the world, and we look for the top performers in each category. Then we interview them and share their secrets with you.

This month’s leaderboard tracked average revenue per member (ARM)—how much clients pay for a gym’s services each month.

In this episode of “Run a Profitable Gym,” Chris Cooper presents the Top 10 ARM leaderboard, ranging from $508 to $1,203 USD.

The Top 10 gym owners’ tips focused on one common theme: creating value.

How do you do this? By solving clients’ problems and adding speed to the solution. Quick solutions are worth a lot to the right clients.

Simply put, the top gym owners earn more per member every month because they consistently create more and more value for their clients.

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1:19 - April 2024 ARM leaderboard

5:08 - Why do people want to pay you

08:12 - High-value service for high-value clients

10:24- Building value with education

11:58 - Keeping consistent clients

Ben Bergeron: The Simple Solve for Team Accountability

Thu, 20 Jun 2024 00:00:00 -0400

Ben Bergeron gets vulnerable about his journey to becoming a better leader in this episode of “Run a Profitable Gym,” recorded live at the Two-Brain Summit in Chicago on June 9.

Ben, a legendary coach and gym owner, discusses the three pillars of team health—culture, vision and accountability—and explains how they were lacking in his gym, CrossFit New England.

Once Ben recognized the problems, he sat his team members down and made changes to reshape his business to give him what he was looking for: peace of mind.

Ben says culture starts with the hiring process: Emphasize your values and let the candidates who don’t share them weed themselves out.

Next, build a shared vision with your leadership team by asking, “What are we trying to create?” Once culture and vision are dialed in, decisions become much easier.

The final pillar is accountability: You must hold people to your standards of excellence.

Ben shares detailed strategies and tactics for building each of these pillars in your gym. Tune in to hear them all, and get your tickets to the 2025 Two-Brain Summit below!

Links

2025 Two-Brain Summit

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1:00 - Ben's turning point

6:36 - Finding CrossFit

11:31 - "It's a facade"

16:11 - The Picnic Table Talk

20:02 - Culture

30:47 - Vision

38:01 - Accountability

Two-Brain Summit Recap: Virtuosity in the Gym Business

Mon, 17 Jun 2024 00:00:00 -0400

The theme of the 2024 Two-Brain Summit was virtuosity: doing the common uncommonly well.

In this episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper provides a broad recap of this year’s summit, which took place June 8-9 in Chicago.

Over 1,000 gym owners and coaches were in attendance to hear from presenters such as Jason Khalipa, Jonathan Goodman, Carrie Wilkerson, Bill Parisi, Brian "Tosh" Chontosh and Ben Bergeron.

On the owners side, speakers explained how to pursue virtuosity as a gym owner in all areas of your business, from leadership to client retention.

Two-Brain mentors Kieran O’Dwyer and Nick Habich discussed strategies for improving marketing and sales, and Tinker mentor Joleen Bingham offered practical tips for creating a world-class experience.

On the coaches stage, speakers focused on building careers in the training field, and topics ranged from developing career roadmaps to creating semi-private and 50-plus programs.

Tune in to hear Coop’s full Summit debrief—and get your tickets to the 2025 Two-Brain Summit via the link below.

Links

2025 Two-Brain Summit

Brian Bott on the Four Personalities

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2:43 - The owners stage

14:16 - Franklin and Cooper on virtuosity

31:59 - The coaches stage

39:02 - Programming for semi-private training

43:25 - From ordinary to extraordinary

The Rate Increase: Exactly How Fit One Five Got It Right

Thu, 13 Jun 2024 00:00:00 -0400

Raising rates can be scary—but you won’t bleed members if you follow the right plan.

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Tim Rainer, owner of Fit One Five in Franklin, Tennessee, to discuss the ins and outs of raising rates at a gym.

Tim tried raising rates on his own three times, but none of the increases had a noticeable impact on his business. The he brought in an expert to get it right.

With the help of a Two-Brain mentor, Tim was able to adjust his business model, modify his offerings and increase value to justify a significant rate increase that allowed him to serve his clients better, pay his coaches more and build a sustainable business.

Tim provides all the details of his rate increases, including exact numbers and client reactions. He's also got advice for gym owners who are struggling to figure out how to ensure the long-term success of their businesses.

Links

“The Simple Six” by Chris Cooper

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1:06 - The very first rate increase

7:18 - The most recent rate increase

16:25 - Will you lose clients?

18:46 - Communicating

23:48 - Is a mentor essential?

Every Single Thing You Need to Know to Increase Rates at Your Gym

Mon, 10 Jun 2024 00:00:00 -0400

Every gym owner must raise prices at some point—and it can be nerve wracking.

Today on “Run a Profitable Gym,” you’ll learn exactly how to implement a rate increase, step by step, without generating a flood of cancellations.

In this episode, Mike Warkentin chats with longtime Two-Brain mentor and former gym owner Greg Strauch, who shares Two-Brain’s battle-tested plan.

Greg has helped 81 fitness entrepreneurs increase rates and stabilize their businesses so they generate profit and allow the owner to earn a good wage.

This episode lays out everything you need to know to implement a rate increase—but doing it on your own can be disastrous.

For example, you’re going to be tempted to write a long, defensive, apologetic email to your clients when you announce the increase. That’s a mistake—but it’s very hard to resist without an expert in your corner.

When you boost prices, nothing can replace the assistance of an experienced mentor who will guide you, support you and tell you, “Do this exactly like this right now.”

Key points:

1. Every single person Greg has worked with has raised rates successfully, so why would you be any different?

2. In most cases, a rate increase alone more than pays for the cost of mentorship, so getting help is a great investment in your business and your family.

Links

Chris Cooper: "Denying Discounts: A Short Guide for Gym Owners"

“How to Say 'No' to Discounts"

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1:59 - Why are rate increases inevitable?

11:16 - Essential elements of a rate increase

32:23 - Client success stories

40:06 - Get a mentor

Simple Income-Boosting Tactics From a Top-Earning Gym Owner

Thu, 06 Jun 2024 00:00:00 -0400

Imagine paying yourself $16,000-$38,000 per month as a gym owner. Today’s guest on “Run a Profitable Gym” does just that.

In this episode, host Mike Warkentin sits down with top-earning gym owner Darren Thornton of Defy Functional Fitness in Toronto, Canada.

Darren, a regular on Two-Brain’s leaderboards, shares actionable steps you can take right now to grow your business and pay yourself more.

For starters, he says to figure out how much you need to earn, then work backward to determine how many clients you need and what you need to charge to meet that target.

Focus on reaching a high average revenue per member (ARM) by offering premium services to help clients reach their goals faster. Then figure out what roles you can easily replace yourself in so you can focus on high-value roles that generate more money for your business.

A mentor can help you do all this quickly and effectively.

Tune in to hear more of Darren’s top income-boosting tips, and you can also check out his last appearance on the show via the link below.

Links

Tips for Extreme Average Revenue Per Member

Gym Owners United

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1:24 - Increasing Darren’s ARM

5:19 - Value Ladder exercise

8:19 - Tactics for increasing ARM

12:10 - The rundown on Darren’s gym

18:52 - How mentors help you reach goals

Exactly How to Offload Every Task You Hate Doing at Your Gym

Mon, 03 Jun 2024 00:00:00 -0400

If an emergency pulled you away, could your gym operate without you?

In this episode of "Run a Profitable Gym," host Mike Warkentin and Two-Brain founder Chris Cooper dive into one of the most crucial aspects of running a successful gym: systemization—aka, building a business that runs smoothly even when you’re not there.

They lay out the steps you need to take to create effective standard operating procedures (SOPs) for every task from cleaning to sales, and they explain why these systems are essential for freeing up your time and protecting your focus.

You’ll learn how to delegate efficiently and use evaluations to coach your staff to meet and exceed standards.

Tune in for actionable steps you can use to get your business out of your head so you can offload tasks and reclaim your time as owner.

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0:00 - The day Chris’ daughter was born

4:43 - Protect your focus

8:26 - Laying out your process

15:28 - Get the most out of your system

22:20 - What you can do today

CrossFit Kreis 9: $0 Marketing Costs, 340 Members and a Waiting List!

Thu, 30 May 2024 00:00:00 -0400

Saara Snellman has succeeded where many other CrossFit affiliate owners have failed: CrossFit Kreis 9 in Zurich, Switzerland, has 340 members and generates most of its revenue through group classes.

While many gym owners struggle to acquire and maintain 150 members, Saara loses only 10 of 340 members a month. To replace them, she just goes to her waiting list—so her marketing costs are $0.

This model was once the ideal for many affiliate owners, but gyms like Saara's are rare in the market because they must be well-oiled machines with airtight business systems. Only a very skilled entrepreneur can build a coaching gym that can handle more than 300 members.

Saara’s reward for building this incredible business: She took a spot on Two-Brain’s March leaderboard for net owner benefit (NOB): earnings, dividends and any other perks the owner receives.

Based on rolling three-month averages, our Top 10 earners take home anywhere from $16,215 to $37,935 USD per month. This is not top-line revenue; it’s owner earnings.

One of the secrets to Saara’s success is boosting average revenue per member (ARM) with hybrid memberships—offering personal training to group-class members to help them reach specific goals. A few other secrets: Saara has A+ business systems and an impeccable retention plan.

You don’t need 340 group members to earn more than $100,000 a year. But if you do plan to pursue the large-group model, you’ll want Saara’s insight and the help of an expert mentor.

Links

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1:15 - Success and avoiding failure

6:33 - Group, personal training or both?

10:55 - Big things that made a big difference

15:56 - Mentorship helps your number move

20:38 - Getting former clients back

Top Tips From Gym Owners Earning $16,000+ Per Month

Mon, 27 May 2024 00:00:00 -0400

Two-Brain’s March leaderboard tracked net owner benefit (NOB)—profit, salary and anything extra the gym pays for.

Every gym owner on the leaderboard brought home more than $16,000 USD in March, based on a rolling three-month average. The top number? Way over $30,000!

In this episode, Two-Brain founder and CEO Chris Cooper reveals the Top 10 NOB figures and then tells you exactly what these gym owners did to achieve elite earnings.

A few themes came up in the top earners’ interviews: business systems, mentorship and high-value services.

The key: Build sustainable income that isn’t tied to flash-in-the-pan profit boosts from tactics such as challenges and paid-in-full discounts. To do that and earn what you deserve every month, you’ve got to make business decisions based on data, not hype or random ads on social media.

Tune in to hear real numbers and discover proven tactics for boosting your monthly earnings.

Links

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1:40 - March 2024 leaderboard

4:10 - Secrets from the leaders

9:20 - High-value services to high-value clients

Two-Brain Summit Preview: Jason Khalipa and the AMRAP Mentality

Thu, 23 May 2024 00:00:00 -0400

Today on “Run a Profitable Gym,” host John Franklin is joined by Jason Khalipa, 2008 CrossFit Games champion, founder of NCFIT Gyms and TRAIN HARD online training, and host of the “Jason Khalipa Podcast.”

Jason gives listeners a sneak peek into his value-packed presentation for the 2024 Two-Brain Summit, set for June 8-9 in Chicago.

Between his business ventures and responsibilities as a husband and father of two, Jason is pulled in a lot of directions.

To stay present and productive in each area of his life, Jason uses the “AMRAP mentality.” This mindset is all about prioritizing and segmenting your day, and it allows Jason to show up for his team, his family and himself.

Something else that’s on Jason’s mind: the idea of “train, protect, provide.” Essentially, training allows you to better protect and provide for your loved ones—and as a gym owner you get to give others the ability to do so.

The Two-Brain Summit is sold out—be sure to follow Two-Brain on social media to see highlights!

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2:37 - What it means to run a business

9:07 - Protecting and providing

17:46 - Living the lifestyle

21:58 - Committing and going all-in

35:12 - Feelings on CrossFit HQ and community

Mastering the Close: Front-End Sales Strategies for Gym Owners

Mon, 20 May 2024 00:00:00 -0400

Every sale you don’t close at your gym costs you time and money.

In this episode of “Run a Profitable Gym,” host John Franklin is joined by Matt Temby, head of sales at Two-Brain Business and owner of Vault Health & Fitness. Matt’s on the mic to share proven tactics for improving your close rate.

He walks you through the sales process from start to finish: how to discover a potential client’s real problem, help them realize your solution is perfect and close the sale.

Sounds simple, right?

But before you close, you’ll inevitably hear objections such as “I need to think about it” or “I have to talk to my partner.”

Statements like this are smokescreens in front of the real objection: fear, money or logistics. Matt explains how to push through the smoke, identify the real objection and overcome it to close the sale.

Coaches can hear more from Matt at the Two-Brain Summit on June 8 and 9 in Chicago. Tickets are available via the link below.

Links

Two-Brain Summit

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0:25 - Matt's journey in sales

6:08 - Creating strong closers

16:41 - Making sales and maintaining your vibe

21:22 - Ending the sales pitch

31:17 - Incorporating tech

Don't Buy That Gym: Horror Stories, Red Flags and Real Tips

Thu, 16 May 2024 00:00:00 -0400

When should you not buy a gym?

In this episode of “Run a Profitable Gym,” host Mike Warkentin dives into this question with Nick Habich, Two-Brain mentor and owner of Shark Bite Fitness and Nutrition in Cape Coral, Florida.

Nick has bought a couple of gyms and passed on several others, and he’s acquired a few horror stories along the way.

Some of the red flags he’s learned to look out for include high expenses—such as a ridiculously costly lease—and mismatches between financial data in the gym’s billing software and its profit and loss statement (P&L).

A lot of gym owners look to acquire businesses because they want to make more money, but they can often find opportunities to generate more revenue within their existing businesses. That’s not to say you should never buy another gym, just that the best plan is to optimize your existing business first.

Nick’s biggest tip? If your gym can’t run without you, don’t even think about buying another one. Start by improving your current gym with mentorship and then pursue other endeavors from a position of strength.

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0:51 - The buying-and-selling experience

6:52 - Buy a gym that’s unprofitable?

12:57 - Verify the numbers

18:46 - Rates that are too low

27:01 - Temptations and business decisions

The Big Exit: Selling Your Gym the Right Way

Mon, 13 May 2024 00:00:00 -0400

When a gym owner sells or closes a business, it’s often because they’re burned out, broke or forced to sell for some reason.

But what does a “good exit” from gym ownership look like?

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper talks with two former gym owners who had successful exits—Taryn Dubreuil and John Franklin.

Both entrepreneurs explain why they opened gyms in the first place and detail how successful their gyms were at peak.

Then they share what helped them make the decision to exit and exactly how they sold.

Two things they had in common: knowing what their gyms were worth and having a clear next step.

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3:28 - Why did Taryn open a gym?

9:05 - Selling your gym

20:02 - Was it all worth it?

22:33 - Why did John open a gym?

29:14 - What should I sell?

From Facebook to 8 Figures: Mike Doehla's Marketing Approach

Thu, 09 May 2024 00:00:00 -0400

Using mostly unconventional marketing methods, Mike Doehla built a nutrition company that sold to Anytime Fitness for eight figures.

In today’s episode of “Run a Profitable Gym,” host John Franklin chats with Mike, former owner of Stronger U Nutrition.

Prior to its sale, Stronger U had over 50,000 lifetime members, and about half of those members were in its Facebook group, where Mike focused on sharing knowledge and building community.

Outside the group, Mike’s marketing tactics ranged from sticking business cards inside nutrition books to sitting in coffee shops with a giant laptop sticker that read “Hi, I'm Mike. Ask me nutrition questions.”

If you’d like to ask Mike nutrition questions—or business questions—you can reach him on Instagram: @mikedoehla

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3:30 - Creating community

9:00 - First 100 clients

23:04 - Getting traction with groups

35:12 - Generating buzz for small gyms

48:59 - Removing unnecessary boundaries

Get More Gym Members Without Paid Ads

Mon, 06 May 2024 00:00:00 -0400

Conversations equal conversions.

If you’re a gym owner who’s tried running social media ads, blogging and posting reels without seeing a bump in your member count, it’s time to start initiating more conversations with potential clients.

“But how do I do that?”

In this episode, Two-Brain chief marketing officer John Franklin shares proven strategies for having more conversations and getting new members in the door with zero ad spend.

His tips involve reaching out to leads on platform, looking for referral opportunities in local social-media groups, creating your own fitness-focused community group, hosting events like bring-a-friend day and—as uncomfortable as it may sound—going out into the real world.

You’ll walk away from this episode equipped with tried-and-true tactics you can use to accomplish a goal: Talk to five new people about your gym every day.

Links

Sell-by-chat cheat sheet

Kieran O’Dwyer on creating free guides

Gym Owners United

1:34 - Getting clients today

3:28 - 6 ways to have more conversations

16:04 - How to find inspiration

20:06 - The real world

Exactly How to Boost Revenue With a 55+ Program

Thu, 02 May 2024 00:00:00 -0400

Specialty programs can significantly boost a gym’s revenue—if they’re set up properly.

The key? Don’t run every specialty program under the sun. Determine which option might serve your current clients and local market better, then test it with several six-week blocks before putting a full, ongoing program on the official menu.

Today’s guest on “Run a Profitable Gym,” Brian Foley, is an expert when it comes to running successful programs for older adults—often called “masters” or “legends” classes. His gym, Activate, in Kerry, Ireland, generates about 10 percent of its gross revenue with its 55-plus program.

The program is at capacity, its length-of-engagement stats beat the numbers from Brian’s other programs, and its average revenue per member numbers equal those of his core programs. So it's a clear winner.

Early retirees have time and money to invest in their health, but it isn’t all about the cash for a gym owner. Brian and host Mike Warkentin agree that this is the most rewarding demographic to coach in a gym. Masters clients are generally vibrant, energetic and open to coaching—and they get great results that improve their quality of life and longevity.

Listen to hear some of Brian’s top tips for starting a 55-plus program in your gym—and if you want the full, step-by-step plan, he’ll share it at the Two-Brain Summit on June 8 and 9 in Chicago.

There are only a handful of tickets left, so act fast and get them via the link below.

Links

Two-Brain Summit

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2:44 - How Brian got clients

9:33 - How did Brian identify his market?

15:03 - Raising rates and keeping clients

21:00 - Program must-haves

25:07 - Tailored personal training

Riches in Niches: Why Bill Parisi Focuses on Making Kids Faster

Mon, 29 Apr 2024 00:00:00 -0400

What happens when you find your niche in the fitness industry? Bill Parisi turned his passion for youth performance into a multi-million-dollar business.

His company, Parisi Speed School, has more than 100 facilities around the world and has served over one million athletes, including more than 130 eventual NFL draft picks.

But Bill isn’t focused on the guys who run world-class 40-yard dashes at the NFL Combine. They appear later because he’s locked in on helping younger kids get faster so they make the team, play more and develop character through sport.

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Bill, who shares how he identified his specialty in the youth performance niche: speed training. Bill narrowed his focus very early in his career, and he offers gym owners tips on finding their own niches.

Bill says you must figure out what area of fitness you’re most passionate about and then become an expert in it.

If you couple expertise with sound business practices, your niche can make you rich as you help others accomplish their health and fitness goals.

Bill will be sharing more of his knowledge at the Two-Brain Summit on June 8 and 9 in Chicago to help coaches further their careers and stand out in a crowd.

Only a few summit tickets are left, so get yours today through the link below.

Links

Two-Brain Summit

Gym Owners United

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1:57 - Nailing your niche fast

5:43 - Strength vs. speed: speed wins

14:24 - Focusing on a niche for success

22:22 - Top advice for opening a gym

28:32 - Tailoring your services

Marketing Leader After Just 6 Months of Mentorship!

Thu, 25 Apr 2024 00:00:00 -0400

After six months of mentorship with Two-Brain, gym owner Wesley Kalkhoven doubled his income, earned more time with his family, and claimed spots on the February 2024 leaderboards for set rate and show rate.

His gym, Calisthenics Amsterdam in the Netherlands, had a whopping 76 No Sweat Intro appointments booked, and 37 people showed up.

In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Wesley, who shares exactly how his mentor, Gary Walsh, helped him rev up his marketing to bring in more leads.

Wesley also reveals his secret to getting so many leads to show up for their appointments: consistent follow-up.

Now, with only 20 group training spots left to fill, Wesley is setting his sights on growing other revenue streams, like personal training.

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0:50 - How did Wesley get so many clients?

6:12 - Why do people come to you?

10:33 - Improving the numbers

17:05 - Before Two-Brain and now

26:07 - How common are no-shows?

How Top Coaching Gyms Close 20+ Sales Per Month

Mon, 22 Apr 2024 00:00:00 -0400

Gym owners often ask “how do I get more leads?” when they really need more customers.

The problem usually isn’t lead generation—it’s leads that don’t move down the marketing funnel.

How do you know if your funnel is clogged? You have to track and analyze metrics.

To help you add more clients, our February 2024 leaderboard show dials in on three critical lead-tracking metrics: set rate, show rate and close rate. How many leads set appointments, how many people show up, and how many buy?

In this episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper runs through each Top 10 leaderboard, sharing data from the best gyms around the world.

Then he gives you tips directly from the owners of these gyms so you can find out exactly what they’re doing to get more clients in the door.

One tip came up in every interview: speed—reach out to leads as fast as possible.

Links

Gym Owners United

Book a Call

1:35 - February 2024 leaderboards

3:11 - NSIs set

5:15 - NSIs showed

6:51 - NSIs closed

8:43 - Marketing tips

Double Revenue in 6 Months: How This Owner Turned His Gym Around

Thu, 18 Apr 2024 00:00:00 -0400

Make his gym profitable by Christmas or shut down.

That was the goal set by Brandon Sundwall, owner of Virtuo Personal Training in L.A., around this time last year.

In this episode of “Run a Profitable Gym,” Two-Brain Business chief marketing officer John Franklin is joined by Brandon, who shares his gym’s epic turnaround.

In just six months, Brandon doubled his gym’s revenue and cut his working hours in half—all with the support of his Two-Brain mentor, Anastasia Bennett.

The keys to reaching his goal? Focus and systems.

Brandon has systematized every aspect of his business so it won’t crumble if he’s gone for a few weeks. Now he thinks like an owner, always asking himself, “What’s most worth my time and effort?”

Tune in to hear exactly how Brandon revived his gym—and to find out what his goal is for 2024.

Links

Gym Owners United

Book a Call

0:44 - What is Virtuo?

8:22 - More clients and expansion

14:58 - Expanding business and family

23:37 - How Brandon found Two-Brain

33:11 - What’s on your Monday checklist?

Buy Speed! Why Mentorship Is Important for Gym Owners

Mon, 15 Apr 2024 00:00:00 -0400

When you buy mentorship, you buy speed.

In today’s episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper walks you through the mentorship process to show what’s possible and how fast you can move.

It’s all about setting a goal, creating a plan with expert assistance, and having someone hold you to the plan so you get the results you want.

At the start of the program, we’ll help you score quick wins. We want you to earn the money you need to pay for mentorship, so your mentor will help you create and sell a better offer. As you gain momentum, you’ll build a rock-solid foundation to your business by focusing on marketing, sales, cost control, retention, operations and team building.

In the Growth stage, your mentor will create a customized roadmap to get you where you want to go, and you’ll learn to track your metrics so you know you’re making progress. The focus here: Reach your ideal income level—$100,000 is a common target.

Once you have a strong, profitable business and some extra time and money, you can join the elite gym owners in our Tinker program. Here, the goal is to invest to build long-term wealth for your family, while increasing your lifespan and healthspan.

Two-Brain Business has produced 48 millionaire gym owners, with more added to the total every month.

How long will it take to get there? We move fast: The average Two-Brain client reaches $100,000 in income in just over two years (regardless of starting point), and $1 million net worth can be achieved about two years after that with the help of a mentor.

Links

Gym Owners United

Book a Call

0:47 - Buy mentorship and buy speed

3:29 - Six key areas

6:18 - An inside look

8:49 - Hitting your target income

10:22 - Think like an investor

Ben Bergeron: Will Being a Great Coach Make You a Great Gym Owner?

Thu, 11 Apr 2024 00:00:00 -0400

Does being a good coach make you a good gym owner?

In today’s episode of “Run a Profitable Gym,” host Mike Warkentin dives into this question with one of the top coaches in the world, Ben Bergeron.

Ben has trained numerous CrossFit Games and Affiliate Cup champions, and he’s also the founder of CrossFit New England and CompTrain, as well as the author of the book “Chasing Excellence.”

According to Ben, it takes a lot more than just a passion for coaching if you want to run a successful gym in 2024.

He dials in on a few essential business skills for gym owners: building and leading a team, understanding your financials, and being—or having—a high-level coach.

Another key question Ben addresses: Will your gym be successful if you get an athlete to the CrossFit Games?

To hear more from Ben and other incredible speakers such as Jason Khalipa and Brian “Tosh” Chontosh, get your tickets to the Two-Brain Summit, June 8 and 9 in Chicago, via the link below.

Links

Two-Brain Summit

Gym Owners United

Book a Call

3:41 - What happened with Ben

10:49 - What did Ben change?

19:37 - Did things improve?

29:26 - Advice for prospective gym owners

35:44 - Competition success doesn’t mean gym success

Parkour Gym Owner & Mentor Backflips Into Profitability

Mon, 08 Apr 2024 00:00:00 -0400

Who’s my target market? How many class options should I offer? How much should I charge?

These are questions all gym owners must ask, no matter what type of gym they run.

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper dives into these topics with Jimmy Davidson, a parkour athlete turned gym owner and mentor.

Jimmy owns a three-location parkour gym, Freedom in Motion, and he’s a coach at Motion Mentors, a mentoring practice for parkour businesses.

By dialing in on his key demographic and offering programs his market wants, Jimmy has grown his gyms to nearly $1 million in revenue per location. Now, he’s on a mission to achieve his goal of helping 1 million people learn parkour.

Whether you own a CrossFit gym, a parkour gym or anything in between, tune in to learn proven strategies for overcoming some of the most common challenges gym owners face.

Links

Motion Mentors

Gym Owners United

Book a Call

2:02 - Parkour vs. ninja gyms

5:30 - Why open a gym?

16:32 - Problems for parkour gyms

19:37 - Low prices hurt your gym

25:37 - Parkour level system

Exactly How They Drove Gym Revenue Up 3.5X

Thu, 04 Apr 2024 00:00:00 -0400

Today’s guest has driven up revenue in his gym by 3.5X since starting mentorship with Two-Brain, and his January 2024 total earned him a spot on the Top 10 revenue leaderboard—which ran from $58,000 to $125,000 USD.

In this episode of “Run a Profitable Gym,” Mike Warkentin sits down with revenue leader Chad Pinther, co-owner of Colfax Strong Strength and Conditioning, a CrossFit affiliate in Denver, Colorado.

With the help of a mentor, Chad and wife Esther identified a few key areas where they could increase revenue in the gym. They focused on No Sweat Intros/free consultations with new members and goal reviews with current clients, and they added an in-house nutrition program to create a new revenue stream.

Colfax even hired a full-time sales director—an investment that brought returns in just a few months.

Chad’s sales director has nearly doubled the gym’s close rate and is selling high-ticket packages through the Prescriptive Model. He’s helping clients meet their goals faster and boosting gross revenue for the gym.

Most importantly, the new hire has given Chad and his wife more time to focus on other areas of the business.

Links

Prescriptive Model

Gym Owners United

Book a Call

1:10 - What goes intro the big number

3:37 - How Two-Brain helped Chad

9:38 - Bringing on help

19:21 - Steps to success

27:57 - Taking that first step

How to Add $10k in PT Without Adding a Single Member

Mon, 01 Apr 2024 00:00:00 -0400

If you’re not selling personal training in your gym, you’re missing out on a lot of revenue.

In today’s episode of “Run a Profitable Gym,” host Mike Warkentin and Two-Brain CEO Chris Cooper show how gym owners can boost revenue by $10,000 or more without adding any new clients.

Chris explains exactly how to use Goal Review Sessions and the Prescriptive Model to start selling personal training to your existing members to help them meet their goals more quickly.

And he even tells gym owners what to say, word for word, to offer PT add-ons without feeling like slimy salespeople.

Write down his lines, practice saying them to clients and start using them today to help members solve fitness problems fast. If you do, your gross monthly revenue will go up!

You can get the full guide “How to Add $10K in PT Without Adding a Single Member” by joining Gym Owners United and DMing Chris on April 2.

Links

Gym Owners United

The Prescriptive Model

"Help First" by Chris Cooper

Chris Cooper Interviews Greg Glassman

Book a Call

1:33 - Group members to personal training

6:28 - Hybrid drop-down membership

10:59 - How do we scale?

14:41 - Semi-private training

18:29 - Exactly what to say to clients

$80,000+ in Monthly Revenue: How Does Titans Sports Academy Do It?

Thu, 28 Mar 2024 00:00:00 -0400

Titans Sports Academy, owned by Chance Beam, made Two-Brain’s Top 10 leaderboard for revenue in January 2024. Each gym in the top 10 brought in over US$50,000, and the top gym grossed over $125,000!

Chance has been in business for over 20 years, and his program has propelled several athletes into Major League Baseball. In fact, seven of his former players are in the big leagues right now, including World Series champion Nathaniel Lowe of the Texas Rangers.

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Chance, who shares revenue-boosting strategies that can work in any type of gym.

Chance’s main piece of advice? Look for opportunities to service your clients’ needs. Whether that’s through apparel sales, personal training or something else, solve problems for your customers.

In return, they’ll stay with you longer and spend more, boosting your length of engagement (LEG), average revenue per member (ARM) and lifetime value (LTV).

Listen to Chance break down problem solving in the gym business, and don’t miss his practical ideas for boosting revenue in your gym.

Links

Gym Owners United

Book a Call

0:46 - Revenue stream breakdown

4:36 - Sports training academy

10:31 - The great accident

19:35 - What’s your main focus?

23:04 - Rocket-ship moment

6-Figure Monthly Revenue? It's Possible and Here's How

Mon, 25 Mar 2024 00:00:00 -0400

Six-figure monthly gross revenue at a CrossFit gym? It can be done, and we have proof.

In this episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper presents the January 2024 Top 10 revenue leaderboard. The numbers, which are rolling three-month averages, run from $58,330 to $125,606 USD.

After the Top 10 rundown, Chris shares quotes straight from the gym owners so you can replicate their success in your fitness business.

A quick summary of their advice? Keep it simple. Focus on improving your basic metrics, one at a time.

That’s called “virtuosity in business"—which is the theme for this year’s Two-Brain Summit.

Links

Gym Owners United

2024 Two-Brain Summit

Book a Call

1:23 - January 2024 leaderboard

6:10 - Stability is the theme

7:39 - Quotes from the leaders

16:41 - Headcount is good but ARM is best

Smart Marketing: Getting Leads on a Shoestring Budget

Fri, 22 Mar 2024 00:00:00 -0400

Check out these monthly marketing stats from today’s guest:

About 60 leads, 25 appointments, 23 shows and 18 closes.

These are great numbers, and gym owner Kieran O’Dwyer isn’t breaking the bank to post them.

In this episode, host John Franklin sits down with Kieran to learn how he’s built such a successful marketing funnel on a small budget at Bathurst Strength and Conditioning and Orange City Strength and Conditioning in Australia.

Kieran’s marketing strategy starts with posts on Google Business Profile and Instagram, and then leads are moved to a more personal setting on Facebook.

By the time leads book appointments at one of Kieran’s gyms, they typically already understand pricing and respect the gym’s authority, professionalism and communication. From there, closing the sale is easy.

This episode is packed full of tactical and inexpensive strategies for boosting lead generation and sales—tune in to hear them all.

Links

Gym Owners United

Book a Call

00:51 - Kieran and his gym

7:32 - Be sure to get photos

18:32 - Starting the conversations

26:41 - One more piece of the puzzle

34:51 - Kieran’s onboarding

Sneak Preview of the 2024 Two-Brain Summit (and Free Books!)

Thu, 21 Mar 2024 00:00:00 -0400

In this episode of “Run a Profitable Gym,” host John Franklin is joined by Two-Brain founder and CEO Chris Cooper.

They provide a glimpse into the upcoming Two-Brain Summit, happening June 8 and 9 in Chicago. Some of the incredible speakers for this year’s event include Jonathan Goodman, Jason Khalipa, Brian Chontosh and coaches from Mayhem Nation.

Attendees will also get to grill a panel of experts from Kilo, PushPress, WodBoard and Wodify with questions such as “why aren’t gyms keeping clients longer?” and “what’s most important for gym owners right now?”

Finally, John and Chris dive into Chris’ latest book, “Millionaire Gym Owner,” which shares the personal paths over a dozen gym owners used to reach $1 million net worth.

Chris is handing out 60 copies of “Millionaire Gym Owner” for free right now—first come, first served. Get yours by joining the Gym Owners United group and DMing him.

Links

Two-Brain Summit tickets

Book a Call

1:29 - Events aren’t losses, they’re investments

11:28 - 2024 workout and coaching partners

20:51 - Tinkers at the 2024 summit

33:31 - Don’t feel guilty about money

35:52 - Abundance mindset

Two-Brain Summit Speakers Revealed!

Mon, 18 Mar 2024 00:00:00 -0400

In this episode of “Run a Profitable Gym,” Chris Cooper and Mike Warkentin run through the jaw-dropping speaker lineup for the 2024 Two-Brain Summit, which goes down June 8 and 9 in Chicago.

At the Summit, gym owners will hear about everything from building $1-million net worth to leveraging the four different personality types found in a business. Coaches will upgrade their skills and learn how to build careers in fitness by generating more revenue for themselves and their gym.

Among those taking the owners stage are 2008 CrossFit Games champ Jason Khalipa, Brian “Tosh” Chontosh, Jonathan Goodman and Carrie Wilkerson. Speakers on the coaches stage include Bill Parisi, along with Christi Novak and Darren Hunsucker of Mayhem Nation.

And these speakers won’t just be lecturing; they’ll run interactive workshops where you’re given simple, actionable tasks to complete on the spot to improve your gym or career.

Links

Be sure to get tickets before they sell out: Two-Brain Summit

Gym Owners United

Book a Call

0:38 - 2024 speaker lineup

7:23 - Think "workshop not lecture"

13:30 - The four avatars

21:11 - Be curious about your members

27:42 - Keep your business growing

"We're Full": Why CrossFit Leiden Has Capped Membership at 400

Thu, 14 Mar 2024 00:00:00 -0400

Have you ever heard of a gym with a waiting list?

CrossFit Leiden in the Netherlands has capped its membership at 400 clients. Instead of adding more people, the gym is focused on retention, increasing value for clients and raising average revenue per member (ARM).

In this episode of “Run a Profitable Gym,” host Mike Warkentin chats with gym co-owner Jeroen van Duijn to learn how CrossFit Leiden obtained—and retained—so many clients.

One of CrossFit Leiden's top strategies for getting new clients is a weekly bring-a-friend event, and Jeroen shares exciting tips for making similar events successful at your gym.

To hold onto each new patron, members of Jeroen’s team focus heavily on relationship building and the client experience.

From No Sweat Intros to Goal Review Sessions to 100-visit gifts, the gym has touchpoints all along the client journey to make sure clients keep coming back—and want to bring their friends.

Links

Gym Owners United

Book a Call

0:56 - "I don’t want to increase my client count"

6:57 - Jeroen’s projects

9:12 - The client journey

15:58 - Finding great clients

22:18 - Making some changes

Never Lose a Client Again: The 5 Pillars of Retention

Mon, 11 Mar 2024 00:00:00 -0400

Focusing on retention can improve just about every metric in your gym, from average revenue per member to length of engagement.

In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Chris Cooper, Two-Brain founder and CEO, about all things retention.

They dial in on the five pillars of retention: results, fame, compatibility, consistency and referrals. Chris explains what each is and why it matters.

Then he provides five actions you can perform today to start keeping clients in your gym longer. And these strategies aren’t pulled out of thin air—they’re proven to work based on data from about a quarter of a million gym members around the world.

For more support, and to get Chris's new “Never Lose a Client Again” guide, join the Gym Owners United group.

Links

The Prescriptive Model

Gym Owners United

Book a Call

0:38 - What is retention and why does it matter?

6:49- 5 pillars of retention

26:42 - Actions you can take today

32:11 - Get after referrals

512 Members: How BoxLife/CrossFit 5512 Did It in Denmark

Thu, 07 Mar 2024 00:00:00 -0500

Could you acquire over 400 members for your gym? And if you hit that total, could you hold onto them?

Today on “Run a Profitable Gym,” host Mike Warkentin chats with Rune Laursen, owner of BoxLife/CrossFit 5512 in Denmark. Rune made our December 2023 Top 10 leaderboard for client count, which ran from 324 to 1,034 members.

Rune’s already improved on his late-2023 stats: His gym now has 512 members and is steadily growing. He explains how he brings in and retains so many clients by using No Sweat Intros, Goal Review Sessions and the Prescriptive Model—and he backs up everything he says with data!

Rune credits much of his retention success to adding a CSM—a client success manager. He’s even looking at hiring a second CSM to ensure he holds onto all his hard-earned members.

Tune into this data-packed episode to learn how to expand your gym’s membership and build systems to support its growth.

Links

The Prescriptive Model

Gym Owners United

Book a Call

1:37 - Rune’s retention

5:17 - Goal reviews & retention

10:36 - Always be calling

17:09 - Systemizing for success

26:33 - Final thoughts

Marketing & Retention: Tips From Gym Owners With 300+ Clients

Mon, 04 Mar 2024 00:00:00 -0500

Gym owners often think they have a marketing problem when they actually have a retention problem: It doesn’t matter how many new clients you bring in each month if they aren’t sticking around!

In this episode of “Run a Profitable Gym,” Chris Cooper presents Two-Brain’s Top 10 leaderboard for client headcount in December 2023.

Each gym on the leaderboard has over 300 members and is super profitable. These gym owners have mastered both marketing and retention, and they’re sharing their top tips with you.

A few of their suggestions? To get clients in the door, use four different marketing funnels and audit them regularly to make sure they’re working. Then improve your length of engagement by setting up Goal Review Sessions with new and at-risk members.

Tune in to get more tips—and hear the astounding headcount of the No. 1 gym on the leaderboard.

Links

Gym Owners United

Book a Call

4:02 - Audit your marketing funnels

7:19 - Members per gym (not gyms)

9:58 - No. 1 gym

9:44 - Retention more than marketing

12:25 - Most important funnel for you

One Path to $1M Net Worth? Buying Your Gym's Building

Thu, 29 Feb 2024 00:00:00 -0500

Many paths lead to millionaire net worth as a gym owner, and one of them involves buying your gym’s building.

In this episode of “Run a Profitable Gym,” host John Franklin sits down with Brian Strump, a chiropractor and the owner of Live Active Charlotte, who recently bought his gym’s building for $1.8 million.

The pair get into the details of the huge purchase and discuss the benefits of owning your building—some might surprise you!

Whether you’re ready to buy now or considering real estate as an option in the future, John and Brian share tips to get you moving toward your goal.

To find out how a dozen other gym owners became millionaires, check out Chris Cooper's latest book, “Millionaire Gym Owner,” available via the link below.

Links

"Millionaire Gym Owner"

Gym Owners United

Book a Call

1:04 - Brian and the CrossFit Forum

9:09 - Brian’s team

17:53 - Brian's building

26:28 - Advice for first-time building owners

39:22 - When is someone ready?

Why Bring Your Coaches to the 2024 Two-Brain Summit?

Mon, 26 Feb 2024 00:00:00 -0500

Here are two big staff-related threats to a microgym: Coaches say “I can’t make enough money doing this” and leave the fitness industry. Or they say “I can’t make enough money here” and leave to start their own gyms.

What’s a gym owner to do?

You can start by showing your coaches how they can create great careers at your gym—and bringing them with you to the Two-Brain Summit this June is a fantastic way to do that.

In this episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper shares the lineup of speakers who will present to coaches at the summit.

A few big names to note: 2008 CrossFit Games champion Jason Khalipa, the Mayhem crew, and gym owner Oskar Johed, who is also a member of CrossFit’s Seminar Staff.

They’ll be joined by many other great speakers—including Josh Martin from The Refined Art of Coaching—who will get your coaches fired up to create to careers on your platform.

Links

Full lineup and tickets: Two-Brain Summit

Gym Owners United

Book a Call

0:33 - Inspire your coaches

3:36 - 2024 speakers and topics

8:35 - Career Roadmap Session

12:07 - Mayhem speakers and workout

15:36 - The Refined Art of Coaching

Is the Group Fitness Model Still Viable (and Do Other Models Exist)?

Thu, 22 Feb 2024 00:00:00 -0500

Do you have a business model for your gym?

In this episode of “Run a Profitable Gym,” host Mike Warkentin and Two-Brain founder Chris Cooper lay out five gym business models that have been proven to be successful—and that’s based on data from thousands of gyms around the world.

The models are:

1. Group only.
2. Group plus personal training.
3. Group plus high-ticket offers.
4. Semi-private training.
5. Guided access.

Tune in to learn the pros and cons of each model, and then get Coop's full guide to these models via the link below.

In the full guide, “5 Gym Business Models That Work,” you’ll find everything from bulleted executive summaries to spreadsheets full of data, so you can make an informed decision and create the best long-term plan for your gym.

Links

Full guide: "5 Gym Business Models That Work"

Brian Bott on semi-private training

Joe Venuti and Alessandra Bisalti on guided access

Book a Call

1:21 - Is the group model still viable?

7:51 - Is on-ramp a barrier?

11:53 - Other revenue for group models

18:47 - Semi-private training

27:39 - Guided access and how it works

Bigger Isn't Better? $50k Per Month in Under 2,000 Square Feet

Mon, 19 Feb 2024 04:00:00 -0500

With just 1,700 square feet of usable space, Daniel Purington’s gym averages around $50,000 in revenue per month, allowing him to earn over $100,000 in net owner benefit, provide careers for four full-time staff members and pay two part-timers.

In this episode of “Run a Profitable Gym,” host John Franklin sits down with Daniel, owner of Woodslawn Fitness in Portland, Oregon, to uncover the secrets of his success: consultative selling, diversified revenue streams, strong systems and mentorship.

By pairing carefully created programs and consultative selling—aka, No Sweat Intros—Daniel gives clients the services they need, while boosting profit and retention.

Solid systems enable Daniel to focus his time where he chooses, both inside and outside the gym.

And having a trusted mentor to hold you accountable and celebrate your successes is, in Daniel’s words, “like dumping gas on the flame.”

Check out Daniel’s tips, and then use them to determine whether you’re making the most of your time and space.

Links

Daniel's Instagram

Woodslawn Fitness

Gym Owners United

Book a Call

0:34 - What Dan’s gym does

7:17 - Dan’s pricing model

15:49 - The process and how it works

26:13 - Incorporating the hybrid

30:41 - What has Dan been planning?

Millionaire Gym Owners: How They Did It (& How You Can Too)

Thu, 15 Feb 2024 00:00:00 -0500

This episode of “Run a Profitable Gym” was recorded live in Dallas, Texas, during a meetup of the world’s best gym owners—some of whom are featured in Chris Cooper’s latest book, “Millionaire Gym Owner."

Host John Franklin sits down with Taryn Dubreuil of CrossFit Function and Joleen Bingham of 13 Stripes Fitness. Both Taryn and Joleen are Two-Brain mentors and certified millionaire gym owners.

Tune in to hear Taryn's and Joleen’s individual paths to success—from hitting rock bottom to reaching and exceeding $1 million net worth. For both, it all started with building a profitable gym and then reinvesting wealth somewhere it can compound.

To read more stories and see how other gym owners achieved millionaire status, get your copy of “Millionaire Gym Owner” today.

Links

"Millionaire Gym Owner" by Chris Cooper

Gym Owners United

Book a Call

1:13 - Taryn's and Joleen's paths

12:35 - Gyms as cash-flow generators

17:56 - Investing in real estate

27:40 - Staying focused on a plan

32:07 - Impostor syndrome

34:10 - When are you ready to create your own plan?

Why Chris Cooper Wants You to Be a Millionaire Gym Owner

Mon, 12 Feb 2024 00:00:00 -0500

“How can I stop working 70 hours a week?”

“What will I do if an unexpected expense comes up?”

“How am I ever going to retire?”

As a young gym owner, Two-Brain founder and CEO Chris Cooper asked all these questions, and at first he couldn’t find any answers.

This led him to search inside and outside the fitness industry for a path that led to freedom of money and freedom of time—aka, retirement.

He found that path, and it's the foundation of his latest book, “Millionaire Gym Owner,” which he and host Mike Warkentin discuss today on “Run a Profitable Gym.”

In the book, Chris shares his personal journey to $1 million net worth and beyond. But there’s more than one way to reach this milestone, and that’s why the book also includes the step-by-step paths of a dozen other millionaire gym owners.

Two-Brain has certified over 40 millionaire gym owners who have created jobs, saved lives and improved their local communities. We’d like you to join the ranks!

Links

“Millionaire Gym Owner” by Chris Cooper

Gym Owners United

Book a Call

0:28 - Why did Chris write the book?

4:35 - A timeline for earning

7:47 - Struggling gym owner to millionaire

13:34 - Community around million-dollar gym owners

16:49 - Get your business into a good spot

The No-Ads Cinnamon-Roll Secret to Huge Average Revenue Per Member

Thu, 08 Feb 2024 00:00:00 -0500

This month’s leaderboard show is all about average revenue per member (ARM)—how much a gym earns on average from each client in a month.

In this episode, host Mike Warkentin is joined by Two-Brain ARM leader Michaela Munsterman. Her gym, Elite Medical Exercise, in Austin, Texas, has a gigantic ARM—but Michaela doesn’t spend any money on ads to attract her high-value clients.

Instead, she built a dedicated wellness community entirely through word of mouth and focused local networking, and she’s here to share her strategies with you.

Her top tip? Start charging what you’re worth. If you don’t, everyone around you will suffer, from your family to your staff to your clients. Two-Brain even has an exact template to help clients raise rates while minimizing risk so gym owners can have healthy, sustainable businesses and help as many people as possible.

Another top tip: Introduce yourself to other local business owners—and don't forget to bring the baked goods!

Chris Cooper's Help First concept has been instrumental to Michael’s success, and you can read all about it in his book of the same name, linked below.

What would happen to your gym if you introduced yourself to one local business owner every week? Head across the parking lot with coffee today and find out for yourself.

Links

"Help First" by Chris Cooper

Gym Owners United

Book a Call

2:24 - What does Michaela do?

8:54 - Where does Michaela find clients?

15:57 - No paid advertising

20:52 - Other revenue streams

23:38 - Charging what you’re worth

Easy Ways To Increase Revenue Without Raising Rates

Mon, 05 Feb 2024 00:00:00 -0500

Many gym owners are scared to raise rates, even though they probably don’t charge enough for the value they provide.

The good news? There are a few simple tactics you can use to boost revenue before you do a rate increase.

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper is joined by Brendan Rice, CEO of Wodify, to talk about two new Wodify features that enable gym owners to make more money without raising rates or adding more members.

One of these features allows gym owners to increase profit by an average of $1,000 each month with just the click of a button.

The second new feature—called Free Unlimited—was designed to get Wodify’s state-of-the-art software in the hands of as many gym owners as possible, no matter where they are in their entrepreneurial journeys.

Tune in to learn more about these exciting new features—and existing Wodify users who want to enable one or both can contact support@wodify.com. If you’re not yet a member, just head over to wodify.com to get started.

Links

Gym Owners United

Book a Call

Wodify

0:38 - Processing fees explained

5:02 - Presenting to members

8:22 - The new initiative

12:09 - Learning from other industries

13:53 - Clients will understand

Average Revenue Explosion: From $70 to More Than $400 Per Member

Thu, 01 Feb 2024 00:00:00 -0500

How much extra revenue would your gym bring in if you increased rates by just $10?

What if each client contributed $300 or more to your gross revenue?

In this episode of “Run a Profitable Gym,” host Mike Warkentin talks average revenue per member (ARM) with Kelly Lorenz, owner of FORM gym in Marblehead, Massachusetts.

Kelly’s gym boasts an impressive ARM score: It earned a spot on Two-Brain's December 2023 Top 10 leaderboard, which runs from $427 to $800 per month.

Kelly built her ARM number with a $10 rate increase and the addition of several new, valuable programs that solve clients’ problems. For example, she developed and sold a 10-week program for kids that had a huge effect on her ARM. She also added on-ramps, personal training and small-group training.

Tune in to learn strategies for boosting your ARM, all while retaining high-value clients.

Your first ARM target? $205. If you hit that and serve 150 clients, you can earn $100,000 a year as a gym owner.

Links

Gym Owners United

Book a Call

1:53 - How has your ARM changed?

4:38 - Adding value

8:20 - Kids programs

13:45 - High-value clients

19:37 - Baby steps for gym owners

Key Tactics From Gyms With Massive Average Revenue Per Member

Mon, 29 Jan 2024 00:00:00 -0500

Every month, Two-Brain compiles a leaderboard of the top-performing gyms so we can find out what the best gyms are doing—and tell you.

In December 2023, we focused on average revenue per member (ARM) at more than 1,000 gyms worldwide. ARM measures what clients are paying in return for the value a gym provides, and the businesses on our leaderboard provide a ton of value.

The No. 1 gym earned just shy of US$800 per client per month—and that’s a rolling three-month average, not just a one-hit wonder.

In today’s episode, Chris Cooper presents the Top 10 ARM leaders for December 2023 and shares the tactics behind the numbers, from Affinity Marketing (referrals) to adding new programs.

If you want to hear more from these ARM leaders, our full episode with Kelly Lorenz will air Feb. 1, and Michaela Munsterman’s episode airs on Feb. 8.

Links

Gym Owners United

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0:55 - The Top 10

4:48 - How’d they get those ARMs?

7:20 - Creating new programs

8:53 - Building value

12:47 - What stops gym owners

Foundational Excellence: How to Lead Your Gym to Success

Fri, 26 Jan 2024 00:00:00 -0500

In this episode of “Run a Profitable Gym,” host John Franklin interviews longtime gym owner Ben Bergeron of CrossFit New England and CompTrain.

After spending more than 15 years in the fitness industry as a gym owner and coach to CrossFit Games athletes including Mat Fraser and Katrin Davidsdottir, Ben says that virtuosity—mastery of the fundamentals—is essential in a successful gym business.

He dials in on four basic areas where every gym owner can improve: leadership, product, marketing and finances.

To help you build an amazing business, Ben shares his top tactics for continually improving your gym—from hiring the right employees to onboarding new clients to creating a vision and mission statement.

If you want to hear more from Ben, he’ll speaking at the Two-Brain Summit this June in Chicago.

Links

Two-Brain Summit Tickets

Ben Bergeron on Instagram

CompTrain

Gym Owners United

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1:42 - Meaning of virtuosity

10:21 - Someone good people work with

20:47 - Creating a great environment

33:38 - Building from scratch

40:17 - Practical visualization

Top Tips for Dominating Your Local Market

Thu, 25 Jan 2024 00:00:00 -0500

How do you dominate your local market?

The key is focus: Don’t try to offer every service under the sun.

In this episode of “Run a Profitable Gym,” host John Franklin is joined by Jack Wheeler of 360 Fitness in Red Deer and Sherwood Park, Canada. Jack’s flagship location does over 4,000 personal training sessions per month, and if you Google “personal training Red Deer,” his gym is the No. 1 result.

If you just search “gyms Red Deer,” he’s still on Page 1, but not quite at the top.

Jack owns the keyword “personal training” in his market because he dialed in and doubled down on his niche.

Listen to find exactly how he did that, and learn about great tactics for gaining traction in your community, such as good-will marketing and going where your target clients are.

Links

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1:31 - What’s changed?

7:36 - Dominating the local market

19:12 - Differentiate from online competition

23:09 - Getting involved with the community

34:50 - How Jack does marketing

The Vocal Local: How to Create a Referral Web for Your Gym

Mon, 22 Jan 2024 00:00:00 -0500

Two-Brain founder and CEO Chris Cooper is a household name in his community of Sault Ste. Marie, Ontario, where his gym, Catalyst Fitness, is located. He’s a true authority when it comes to dominating your local market.

In this episode of “Run a Profitable Gym,” host Mike Warkentin prompts Chris to reveal the strategies behind his success in making his gym the obvious choice for people in the community.

Chris doesn’t mention huge ad spends and earth-shaking marketing campaigns. Instead, he talks about offering value to potential clients, having genuine conversations and maintaining a “Help First mindset.”

Chris shares how he built a strong referral web and impressive email list long before the days of Facebook ads. And you might be surprised how powerful a simple cup of coffee can be.

Tune in for actionable insights and proven methods from a seasoned pro. Then use Coop's tactics to make your gym the dominant fitness facility in your local market.

Links

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1:20 - Making local connections

6:39 - No ads, just buns

11:17 - Going where your clients are

17:22 - Approaching clients and leads

21:59 - Getting clients that don’t sign up right away

Boost Productivity and Avoid Burnout Using John Briggs 3.3 Rule

Thu, 18 Jan 2024 04:00:00 -0500

Most people are still working the same 40-hour workweek introduced just under 100 years ago, and gym owners often go way beyond 40. In fact, many work closer to 80 hours a week.

This can quickly lead to burnout—a killer of small businesses.

In this episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper is joined by John Briggs, accountant and author of “Profit First for Microgyms.”

The two discuss John’s latest book, “The 3.3 Rule.” In the book, John pushes back against the idea that entrepreneurs—and their teams—should work until they drop. Instead, they can maximize productivity and avoid burnout by structuring their workdays into periods of focused work and breaks.

The structure is incredibly simple but effective—and it’s backed by science.

John wrote the “The 3.3 Rule” because he was tired of seeing small businesses close shop; he wants to help entrepreneurs preserve the energy and focus they need to build stable, profitable businesses.

Links

"The 3.3 Rule"

The 3.3. Rule website

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0:35 - Inspiration for the 3.3 Rule

8:23 - 3.3 Rule breakdown

16:48 - Implementing the 3.3 Framework

25:08 - 3.3 Rule and balance

31:29 - Challenges with the 3.3 Rule

Virtuosity: How to Grow Your Gym by Mastering the Basics

Mon, 15 Jan 2024 00:00:00 -0500

Virtuosity—it’s the theme of this year’s Two-Brain Summit. But what is it exactly?

Simply put, virtuosity means mastery of the fundamentals.

In today’s episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper discusses the basics that every gym owner should focus on and explains how mastering fundamentals will help you grow your gym faster than searching for new trends.

The allure of novelty is strong, but the key to entrepreneurial success is maintaining focus on what matters most—from reading a profit and loss statement (P&L) to improving your close rate.

Tune in to learn more, and we hope you’ll join us at the Two-Brain Summit this June in Chicago.

Links

Two-Brain Summit

Gym Owners United

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0:53 - Practice virtuosity

2:04 - Basics can be boring

2:43 - The novice’s curse

3:52 - Mastering the essentials

5:47- Summary

"Simple Stuff" This Gym Owner Did To Become a Top Earner

Thu, 11 Jan 2024 00:00:00 -0500

Two-Brain’s most recent leaderboard tracked net owner benefit (NOB): salary, dividends and anything else the business pays for. Every single fitness entrepreneur in the Top 10 is earning between $15,000 and $25,000 per month from their gym.

In today’s episode of “Run a Profitable Gym,” host Mike Warkentin sits down with one of these Top 10 earners to lay out the path to success.

Ashley Reese, owner of Defining Moment Fitness in Charleston, South Carolina, shares how he jumped from earning $3,000 a month to $10,000 and beyond just by doing the “simple stuff” consistently well.

So what are those simple things? Ashley invests his time and attention in three main areas of his business: leadership, the client journey and staffing. Listen to learn exactly how he leveraged his efforts to become one of Two-Brain’s top earners.

Whatever you’re currently earning from your gym, sound, simple entrepreneurial strategies can help you boost your take-home pay.

Links

Gym Owners United

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0:54 - The simple stuff

4:48 - Net owner benefit

8:07 - Milestones and timelines

11:51 - Why mentorship is important

16:17 - The big jump

The 2024 Intramural Open: Increase Revenue and Retention Now

Tue, 09 Jan 2024 05:00:00 -0500

Competition season is approaching—and it can be a stressful time for gym owners, who often take on extra work without seeing a reward.

To help, Two-Brain has a step-by-step, plug-and-play guide you can use to reduce stress, boost retention, make money and ramp up the fun during the Open.

In this episode of “Run a Profitable Gym,” Chris Cooper tells the origin story of the Intramural Open and how it’s been continuously improved over the last 13 years. The event has now been used in thousands of fitness businesses around the world, and it’s been proven to drive revenue and retention in gyms.

The "2024 Intramural Open Guide" is packed with revenue generators, and Coop shares one with you today: He’s got a simple but effective tactic that will have a significant effect on key business metrics before the Open even begins.

To get the full "2024 Intramural Open Guide," visit Gymownersunited.com and ask Coop for it by DM.

Links

Gym Owners United

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0:39 - CrossFit Open

2:08 - The Open is fun but it isn't everything

4:15 - Intramural Open

8:11 - Revenue-generating tactic

10:41 - Copy my plan

Should You Ban Cameras at Your Gym? A Lawyer's Perspective

Thu, 04 Jan 2024 04:00:00 -0500

As social media becomes flooded with fitness influencers, or “fitfluencers,” a new issue arises for gym owners: cameras in gyms.

Who’s liable when a member is in the background of a photo or video and doesn’t want to be? The gym owner or the media creator? The answer might surprise you.

Believe it or not, cameras can cause serious headaches for gym owners. In some situations, they might lose members. In other cases, they could get dragged into costly, tedious lawsuits.

Here to break down the issue is gym-owning lawyer Matthew Becker of Gym Lawyers PLLC and Industrial Athletics in Pittsburg, Pennsylvania.

As Matthew spells out the problems related to cameras in gyms, he and host Mike Warkentin discuss potential solutions, which range from using specific language in contracts and waivers to installing designated, well-lit selfie stations to mitigate risk when people produce media.

Some gyms around the world have even opted to ban cameras altogether (see the link below for more info).

Listen to learn more, and if you want to make sure your camera policy is as strong as possible—or if you have other gym-related legal questions—you can book a free intro with Matthew.

Links

Gymlawyers.com

"Influencer Alert: Cameras Banned in Some U.K. Gyms"

Gym Owners United

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06:42 - First scenario

11:56 - Second scenario

21:18 - Third scenario

25:50 - Fourth scenario

33:42 - Accepting the risk

Gym Owners: Take Action and Thrive in 2024

Mon, 01 Jan 2024 00:00:00 -0500

Are you grinding all day every day and not seeing progress? Are you tired of pushing through discomfort and stress without any reward? It’s time for you to take action and thrive in 2024.

In this episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper shares a New Year’s message to help gym owners like you start 2024 strong.

Once you start accomplishing personal and business goals, that success will even trickle down to your community and the people around you.

Listen to learn how you can receive tactical, actionable advice nearly every day and make 2024 your best year ever.

Links

Gym Owners United

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0:34 - Gym owners' success

1:36 - What you can do

3:03 - Tactics and action

4:08 - Stay connected in 2024

The Un-Sexy (but Totally Effective) Way to Build Wealth as a Gym Owner

Thu, 28 Dec 2023 00:00:00 -0500

As gym owners, it’s easy to get distracted by shiny new things. You might be tempted to run flashy promos, offer discounts or make strange additions to your service offerings.

But the best way to grow your income is much simpler—albeit a bit less sexy.

In this episode, host Mike Warkentin is joined by gym owner Nick Beal of CrossFit Casco Bay, who explains how to build wealth that compounds.

A couple of key steps: Put systems in place and assess them regularly.

Nick shares how consistent—and admittedly un-sexy—actions like these have increased his net owner benefit (NOB) and allowed him to build long-term careers for three full-time staff members.

In turn, having dedicated staff and proven systems has freed up his attention to focus on other investments, like real estate, so he can continue building wealth both inside and outside his gym.

Tune in to hear more of Nick’s wealth-building tips, and then go apply what you learn to your gym.

Links

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1:18 - What is "unsexy stuff"?

9:43 - Steady improvement and Nick's NOB strategy

13:37 - Benefits of mentorship

16:32 - A system for acquiring leads

23:38 - Next steps for Nick

Our Top 10 Earners Have 1 Simple Tip for You

Mon, 25 Dec 2023 00:00:00 -0500

Imagine bringing home more than $15,000 each month. What would that do for you and your family?

This month’s leaderboard show is all about take-home pay: net owner benefit (NOB)—salary, dividends and any other benefits the business provides.

Every single gym owner in the Top 10 is currently earning over $15,000 US per month, and the top earner’s number is even more impressive.

These are not one-hit-wonders: Our leaderboard is based on three-month averages, showing sustainable, consistent income.

In today’s episode, Chris Cooper presents Two-Brain’s Top 10 earners for November 2023. More importantly, he shares quotes from the leaders so you know exactly how they posted their numbers.

Our November leaders had one thing in common—and it might surprise you as much as it did Chris.

Listen, then take action to boost your NOB, too.

Links

Gym Owners United

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1:36 - Gyms 4 to 10

4:40 - The Top 3

5:57 - How did they do it?

11:34 - Mentorship and accountability

Building Your Dream Lifestyle (It's Harder Than You Think)

Thu, 21 Dec 2023 00:00:00 -0500

Many entrepreneurs think that their dream lifestyle will just appear when they achieve business success.

But creating the life you want is harder than most people realize. It takes serious thought and planning, whether you want to work remotely on the beach all day or carve out three hours to play with your kids every afternoon.

In today’s episode of “Run a Profitable Gym,” Chris Cooper chats with Ashley Haun, co-owner of Nika Athletics in DeLand, Florida, and owner of The Traveling Bee Business and Lifestyle Mentoring.

In her mentoring business, Ashley helps entrepreneurs define their dreams, and then she helps them work backward to figure out how their businesses can make those dreams reality.

Ashley believes there’s no limit to what your gym can provide for you. Tune in to learn how to start planning the life you want today.

Links

Instagram: @braveashleyhaun

Ashleyhaun.com

Gym Owners United

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0:43 - Succeed and keep building

7:30 - A day in Ashley’s life

13:53 - Feel good about success

22:54 - How far can a gym owner go?

29:05 - Be comfortable

High-Efficiency Entrepreneur: Systems for Work-Life Balance

Mon, 18 Dec 2023 00:00:00 -0500

Joleen and Leighton Bingham have about a million things going on. On top of being parents of three, they own multiple gyms, have an impressive real-estate portfolio, mentor other entrepreneurs through Two-Brain Business and travel regularly.

In the last 13 months, they’ve been to Greece, Sweden, Portugal, San Diego and Nashville—to name just a handful of countries and cities.

How can they possibly have the time for all this?

In today’s episode of “Run a Profitable Gym,” Chris Cooper gets the Binghams to spill the secrets of their impressive time-management skills.

They share how they develop an annual plan to map out what they want to accomplish for the year and balance their work, family and personal goals. Then Joleen explains how she breaks her days into blocks, ensuring she gets the most out of her time.

Listen to find out how to manage your time better, and if you want to get in touch with Joleen and Leighton, contact them here:

joleen.bingham@twobrainbusiness.com
leighton.bingham@twobrainbusiness.com

Links

Instagram: @joleenbingham and @leighton.bingham

Gym Owners United

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1:04 - What about travel?

06:34 - Talking properties

14:20 - Build a plan to get there

23:56 - Planning your schedule

31:19 - Daily and annual planning

Broke Gym Owners: Breaking the Cycle and Building Wealth

Thu, 14 Dec 2023 00:00:00 -0500

Should gym owners care about becoming millionaires? Even struggling gym owners who can’t see past the day-to-day challenges of keeping their gyms afloat?

In today’s episode of “Run a Profitable Gym,” Mike Warkentin and Chris Cooper dig into Chris’ upcoming book, “Millionaire Gym Owner,” which will be out in early 2024.

In the book, Chris shares his journey to reaching millionaire status, as well as stories from some of Two-Brain’s 43 certified millionaire gym owners. These entrepreneurs detail the steps they took to get from $100,000 net owner benefit (NOB) to $1 million net worth.

On average, gym owners who invest in Two-Brain mentorship reach $100,000 NOB in two years, one month and nine days—regardless of starting point. And the average timeframe for reaching millionaire status is just under two more years after that.

Listen to learn more, then start working toward your financial goals (a mentor can provide a plan).

And be sure to read “Millionaire Gym Owner” when it comes out in 2024.

Links

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3:13 - The plan

6:03 - Scaling and investing

8:44 - Make a stable business

14:23 - The barbell strategy

19:27 - Be inspired

Top Secrets of Millionaire Gym Owners

Mon, 11 Dec 2023 00:00:00 -0500

With a clear goal, a plan and a mentor, every gym owner can make $100,000 a year. But did you know that it is also possible—and a lot easier than you probably think—to become a millionaire?

In this episode, Chris Cooper shares a preview of his upcoming book, “Millionaire Gym Owner,” which arrives early in 2024.

Coop explains how you can invest to improve your life, the lives of the people around you and your local community, and he gives you a simple strategy to guide your investments and ensure that your attention—your most valuable asset—isn’t split too many ways.

Two-Brain has helped 43 gym owners reach millionaire status, and 12 of them share their stories in Cooper's soon-to-be-released book. They detail their precise paths to success so you can replicate the steps they took and avoid their mistakes.

Keep an eye out for “Millionaire Gym Owner” in early 2024.

Links

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0:50 - 4 areas of investment

03:05 - Income to investment

06:34 - Conserving your attention

08:20 - Attention: a finite resource

10:43 - Imagine you own a coffee shop

Level Up: Jason Khalipa Wants You to Coach Like a Pro

Thu, 07 Dec 2023 00:00:00 -0500

Successful gym owners master the science of business and the art of coaching.

Two-Brain helps entrepreneurs level up on the business side. Jason Khalipa, founder and CEO of NCFIT, is focusing on the coaching side, so he created Coach Like a Pro, a live, online coach-development course that’s designed to provide constructive, honest feedback.

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper chats with Jason about Coach Like a Pro, as well as NCFIT Collective programming and his latest endeavor, TRAIN HARD.

To save valuable time and money, gyms can outsource their programming to the NCFIT Collective, where Jason’s team plans and tests each workout and creates in-depth session plans and instructional videos.

Jason, a CrossFit Games champion a father of two, also offered a sneak peak at TRAIN HARD, his new brand for people like him who want to protect, provide and keep their momentum, whether in the gym or their garage.

Tune in to hear Chris and Jason discuss the finer points of building a strong fitness business with consistent, high-quality coaching.

Links

Gym Owners United

Book a Call

NCFIT Collective (Two-Brain clients: Get a free month of NCFIT Collective programming by using this code: FREETBB )

Coach Like a Pro

2:31 - Hit it as 3 parts

8:00 - The 8 modules

16:59 - The hard truth

27:04 - Formulate your program

38:48 - Programming is a cornerstone

Coaching Excellence in Gyms How to Serve Steak Instead of Sandwiches

Mon, 04 Dec 2023 00:00:00 -0500

Oskar Johed, co-owner of CrossFit Medis and CrossFit Sikla in Sweden, is a longtime Two-Brain mentor as well as a member of CrossFit's Seminar Staff.

In this episode of “Run a Profitable Gym,” Two-Brain CEO Chris Cooper chats with Oskar, who shares his top tips for offering great service at your gym.

Oskar says it all boils down to providing an excellent product that sells itself. After all, there’s no shortage of people who need your help, and if you make them feel great, they’ll stick around—and maybe even bring their friends and family.

So how do you create this incredible product? The short version: Focus on the basics, close any quality gaps in your coaching, and show empathy to your clients.

Oskar is highly driven by his desire to make the world a better place through fitness, and he wants to help gym owners do the same. If you have questions or want advice from Oskar, you can reach him here: oskar@twobrainbusiness.com

Links

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01:07 - Oskar’s Gyms

11:54 - Build and remain profitable

18:49 - The product sells itself

29:38 - The hiring process

40:04 - Improve your coaching

16 Sales in September: Here's Exactly How Vel Bates Did It

Thu, 30 Nov 2023 00:00:00 -0500

102 leads, 45 appointments, 26 shows and 16 sales: These are real September stats for Vel Bates’ gym, 3D Fitness, in Fort Wayne, Indiana.

In today’s episode of “Run a Profitable Gym,” Mike Warkentin talks with Vel, who shares the plan behind the numbers.

Vel breaks down the main elements at the top of his marketing funnel: organic social media and paid ads. But his leads don’t just book free consultations automatically—so he’s got a lead-nurturing system designed to get people in the door, too.

Then Vel explains how he closes sales by using the Prescriptive Model in an office packed with social proof from real clients.

But the process doesn’t stop after initial sign-up: Vel’s clients commit to a 90-day journey he lays out for them in detail. This step alone has increased his gym’s retention and onboarding success.

Vel’s built a system that truly works, and he’s sharing it with you so you can start bringing more clients into your gym today.

Links

Check out Vel’s gym: 3D Fitness

Vel's Instagram account: Hercules_Bates

The Prescriptive Model

Gym Owners United

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00:56 - No. 1 secret for more appointments

06:58 - Testimonials

13:51 - The super-important things

18:47 - Emotional connection

26:38 - The sales binder

Building Your Gym: Your 2024 Annual Plan for Growth

Mon, 27 Nov 2023 11:00:00 -0500

Do you have a plan for growing your gym in 2024?

In today’s episode, Chris Cooper goes over Two-Brain’s free 2024 annual plan: It's designed to help gym owners like you get more clients, increase average revenue per member, improve retention, inspire your staff and pay yourself more.

Chris runs through a basic but every effective plan month by month, detailing how you can level up your gym with client Goal Review Sessions, coach evaluations, marketing funnel audits, and more.

If you’re a Two-Brain client, your mentor is already working with you to create a fully customized, detailed plan complete with done-for-you resources, instructional videos and accountability.

But if you don't have a mentor yet, this general plan will help you stomp the accelerator in January.

Coop's 2024 annual plan for fitness entrepreneurs is available in our Gym Owners United group.

Links

Get the Guide: Gym Owners United

Book a Call

0:22 - Why you need a plan

5:23 - January to March

17:27 - April to June

27:47 - July to September

32:25 - October to December

Guided Access: Solving Labor Shortages at CrossFit MASS

Thu, 23 Nov 2023 00:00:00 -0500

Having trouble staffing your gym? You aren't alone.

In this episode of “Run a Profitable Gym,” Chris Cooper sits down with Joe Venuti and Alessandra Bisalti of CrossFit MASS, who share how they’ve used "guided access" to transform their gym in the face of staffing shortages.

Essentially, they’ve learned to leverage technology. In a guided or enhanced access model, clients receive individually designed programming delivered to their phones and can access the gym during non-coached hours to get their workouts done. The gym's clients still receive top-tier fitness services, while Joe and Alessandra get to enjoy reasonable working hours and flexible time off.

Because numbers never lie, Chris breaks down a model profit and loss (P&L) statement to show how guided access could be used to generate over $100,000 in net owner benefit.

If you’re a gym owner who is struggling to secure staff, check out the guided access plan and decide if it might work in your fitness business.

Links

Book a Call

Gym Owners United

0:01 - Guided access in practice

25:38 - P&L statement

27:05 - How many clients to break even

28:26 - Bringing in new clients

32:56 - Bring in a backup

36:31 - The big picture

Going Big: Scaling a PT Business From 1 to 23 Locations

Mon, 20 Nov 2023 00:00:00 -0500

In this special episode produced in collaboration with “Gym World Worldwide,” John Franklin chats with Curtis Christopherson, owner of Innovative Fitness.

Curtis' personal-training gym chain spans 23 locations, with each averaging over $1 million in annual revenue. Curtis is also the owner and founder of WRKOUT, a revolutionary digital platform designed for wellness professionals.

He explains how he blew up his brand by prioritizing community and connection, even within a personal-training model. As a direct result of this focus, his studios boast an impressive client retention rate of 7.2 years.

Curtis also shares how he balances his many commitments as a father of two by hiring great staff and carefully managing his time.

Take top tips for success from Curtis and John and start applying them in your gym today.

Links

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4:19 - Packaging and pricing

11:16 - Curtis’ marketing

18:21 - Bucket-list goals

23:20 - Ready to expand

43:01 - Processes and systems

Deep Data Dive: The Fitness Industry Under the Microscope

Thu, 16 Nov 2023 00:00:00 -0500

Two Brain’s annual “State of the Industry” report is out!

With metrics from over 13,400 gyms, the guide provides valuable insight into how gym owners can build better businesses.

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Chris Cooper and John Franklin to highlight key points from the guide. Chris is the CEO and founder of Two-Brain Business, and John is the chief marketing officer at Two-Brain, head of marketing for Kilo, and host of the podcast “Gym World Worldwide.”

Chris and John break down some of the most notable stats in the report—including rent expenses, owner’s salary, staffing costs and revenue streams—and they offer tips on how gym owners can improve their numbers.

Two-Brain produces this industry-defining report every year and shares it for free so you can level up your business, create opportunities for your team, and change your clients’ lives.

Get the guide through the link below and take action!

Links

Get the report: "State of the Industry 2023"

Gym Owners United

Book a Call

0:39 - Gym expenses and revenue

12:37 - Gym membership

18:46 - Staff costs and wages

23:06 - Gym owner's income

26:32 - Class sizes

37:39 - Gym owner's hourly rate

41:18 - Revenue streams

49:47 - Marketing, sales, lead flow

56:28 - Mentorship

State of the Industry 2023 Report: Chris Cooper's Highlights

Mon, 13 Nov 2023 00:00:00 -0500

Every year, Two-Brain Business pours a ton of resources into our “State of the Industry” report, which is regarded by many experts and organizations as the best in the fitness space.

We give the report to gym owners—like you—for free every year so they have the info they need to build world-class businesses.

In today’s episode, Chris Cooper highlights some of the key takeaways from our 2023 report, which contains data from 13,444 gyms.

Chris explains how to compare your gym against the average in six key categories: client headcount, average revenue per member per month (ARM), length of engagement (LEG), effective hourly rate (EHR), return on investment (ROI), and net owner benefit (NOB). Then he tells you how to use these numbers to set your next goals and move your gym into the top 1 percent of fitness businesses.

Get the full “State of the Industry” report for free today and start using it to make great decisions for your family, your staff and your clients.

Links

Get the report: "State of the Industry 2023"

Book a Call

Gym Owners United

0:01 - The 2023 report

05:23 - Additional revenue streams

08:55 - Access: another option

10:57 - ARM honorable mention

12:49 - Your private report card

Superhero-Sized Revenue: Secrets From Wolverine's Trainer

Thu, 09 Nov 2023 00:00:00 -0500

Steve Ramsbottom has worked with stars such as Hugh Jackman, Zac Efron and Jessica Alba, as well as Paralympic medalists and countless other professional athletes.

The owner of Performance Institute in British Columbia, Canada, Steve is also one of Two-Brain’s revenue leaders for September 2023.

In this episode, Mike Warkentin sits down with Steve as he shares the secrets of his success—from how he ended up training some of the biggest stars in Hollywood to how he climbed the revenue leaderboard.

When it comes to boosting profits, many gym owners talk about things like outreach and marketing. But Steve’s primary focus is building a culture of excellence for the clients and staff of his gym, and that’s had a tremendous effect on revenue and retention.

Listen to learn Steve’s top tips for superhero-sized revenue, then take action to improve your numbers.

Links

Gym Owners United

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0:46 - Working with stars

9:50 - Memberships not sessions

12:57 - Referral tunnel

19:01 - Get to know your clients

23:40 - Care for clients

How to Take Your Gym From Good to Great

Mon, 06 Nov 2023 00:00:00 -0500

The best gym owners in the world share three things: They know their niche, they create a culture of discipline in their businesses, and they build and preserve momentum.

Finding your niche allows you to become the best at what you do, which increases client value.

Discipline ensures your gym consistently operates with excellence—whether you’re in the building or not.

And momentum helps you make incremental gains every day so you’re always moving toward your larger goals.

In today’s episode, Chris Cooper breaks each element down so you can take your gym from good to great.

Great gyms get clients the results they want, create good careers for staff members, and pay their owners more than they could make working at another gym.

You can’t take a shortcut to greatness, but you can take actionable steps today to start moving toward virtuosity in business.

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1:25 - Find Your niche

4:22 - Your ARM

10:56 - Frameworks and responsibility

16:32 - Incremental gains

Revenue Double-Up: How Eric Conner Did It Without Running Ads

Thu, 02 Nov 2023 00:00:00 -0400

Eric Conner is killing it. His gym grosses over US$50,000 a month in a really tough market just outside Los Angeles.

Since 2016, he’s increased revenue by 100 percent. In 2022-2023 alone, he increased his gross by 20 percent. And he’s done it without running ads.

Today, Eric has multiple staff members who are building careers at his gym while they're supported by benefit plans. And as CEO of a thriving business, Eric has time to branch into other areas, such as investing in real estate and mentoring other gym owners.

In this episode of “Run a Profitable Gym,” Eric shares how he used multiple revenue streams and a mindset shift to transform his gym. According to Eric, the meteoric rise began when he decided to turn his hobby into a real business. One of his first moves: He started using Two-Brain’s Prescriptive Model, which is proven to increase revenue and improve retention.

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Learn how to use the Prescriptive Model

Gym Owners United

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0:43 - Growing in a tough market

7:01 - The Prescriptive Model

8:31 - Leadership skills

13:47 - Other revenue streams

25:33 - Call five clients

Big, Sexy Gym Metrics: Our Revenue Leaderboard

Mon, 30 Oct 2023 00:00:00 -0400

How much money do the top gyms pull in each month?

You’ll find out in this episode of “Run a Profitable Gym” as Chris Cooper runs through the Top 10 leaderboard for revenue in September 2023.

Every gym on the leaderboard grossed more than US$49,000, and the top gym's number will leave you speechless. The stats are based on rolling three-month averages, meaning this is consistent, reliable revenue.

After serving up the numbers, Chris shares tips from the top gym owners so you can replicate their financial success and transform your business.

Some of the entrepreneurs generate a lot of revenue with very simple tactics—such as selling lots of personal training in addition to group memberships.

And others have found success with creative tactics that include producing merch in house and hosting big competitions.

What these gym owners all have in common: They produce big, sexy metrics supported by sound business fundamentals. Check out their tips, then take action to boost your revenue.

Links

Competitions at Your Gym Should Generate Revenue

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0:49 - The Leaderboard Top 10

7:29 - Comments From Top Performers

10:53 - Different Retail Tactics

15:08 - Catalyst Story

16:57 - Back to the Leaderboard

"I Need Money!"—Top Tips for Year-End Revenue

Thu, 26 Oct 2023 00:00:00 -0400

It’s the end of the year, and you want to generate more revenue for your gym, but Black Friday deals and paid-in-full discounts will hurt you in the long run.

So what can you do instead to boost profit?

In today’s episode of “Run a Profitable Gym,” Chris Cooper shares five tried-and-tested revenue-generating tactics you can use to close out 2023.

The tactics: retail presales, gift certificates, save-your spot promotions, bring-a-friend holiday parties and January kickstarts. Chris walks you through each one, telling you exactly what to do to generate cash.

You can even get a free step-by-step guide in the Gym Owners United group. All you need to do is join and ask for it.

Links

Get the guide: "Cash to Close out 2023"

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1:04 - Retail presale

3:22 - Gift certificates

6:11 - Save your spot promotion

8:15 - Bring-a-friend party

10:18 - Kickstart specialty group

The 2023 Black Friday Survival Guide for Gym Owners

Mon, 23 Oct 2023 00:00:00 -0400

Black Friday is coming, and it can be tempting for gym owners to slash their rates. But the best gyms in the world don’t offer discounts—and they don’t need to.

In today’s episode, Chris Cooper explains why gym owners should avoid discounts—hint: they'll sink your business. Even better, he tells you exactly how to say no when people request a reduced rate.

Instead of creating a Black Friday discount that hurts your business, you can increase the value of your service and close sales by offering bonuses. After all, added value beats a lower price when you're dealing with clients who are a perfect fit for your gym.

Remember, your mission is to build value for clients, not weaken your foundation with discounts.

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1:11 - Don’t Have Sales

4:52 - How to Say No to Discounts

9:18 - Additional Advice

11:14 - Ditch Discounts and Do This

14:40 - Bonuses That Don’t Break the Bank

How Chris Cooper Saved His Own Gym in 2023

Thu, 19 Oct 2023 00:00:00 -0400

Chris Cooper has helped thousands of gym owners improve their businesses—so what happened when he found problems at his own gym?

You'll find out in this podcast.

Lots of "experts" paint perfect pictures of their gyms—but true story is often different.

Chris has always been open about the realities of his gym since he first started blogging about it in 2008. So, when he found problems had cropped up in 2023, he jumped in to fix them personally—and he's sharing the story with you.

In this episode of "Run a Profitable Gym," Chris gives a detailed look at Catalyst’s absolute bottom level, then explains why he chose to fix his gym after considering selling it.

To rebuild the business, Chris had to take off his hat as CEO of a worldwide mentorship company and go back to being a hands-on gym owner.

To start, he cut down to the bedrock to discover what was solid, what was salvageable and what needed to be rebuilt. Then, in the ultimate "stress test," he used Two-Brain Business templates—stuff he had actually created to help other fitness entrepreneurs—to revive his own gym.

If your gym is in a rough patch, listen to Chris's story, then take action to improve your business.

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1:00 - Expected Dip

3:45 - The Downturn

13:54 - "I Had to Save It"

21:23 - Building up Ops

27:19 - Simplifying Things

How to Break Down and Solve Every Problem in Your Gym

Mon, 16 Oct 2023 00:00:00 -0400

Breaking problems down allows you to gain traction and grow your gym instead of just feeling overwhelmed. And Two-Brain has helped thousands of gym owners around the world do just that.

In this episode of “Run a Profitable Gym,” Chris Cooper breaks down three of the biggest problems facing gym owners: bad coaches or staff, not getting enough leads, and not making enough money.

If you ever feel like no one at your gym can do it as well as you, then you’ve got a process problem or a people problem. But how do you figure out which it is?

Or maybe your problem is that you aren’t getting enough leads. But are you sure that leads are really the problem? Try breaking down your funnel: Are leads converting? Do you need new copy?

And you’ll learn how to confront the biggest challenge many gym owners face: “I’m just not making enough money.” Chris shows you how to break this problem down with an annual plan. You'll even get an exclusive look at Two-Brain’s goal-setting template so you can start down the path to a six-figure salary.

Links

Book a Call

Gym Owners United

02:00 - Bad Coach Example

14:40 - Bad Leads Example

23:08 - No Profit Example

29:30 - Toolkit

12-Week Wonder: "I've Gained More New Members Than I've Had in the Last 4 Years"

Thu, 12 Oct 2023 00:00:00 -0400

Stephanie Fowler of EMPOWERHOUSE Gym was struggling and couldn’t see a way out. She was torn between shutting her gym down or investing in Two-Brain mentorship.

She chose to fix her gym, and she saw a massive return on her investment as she worked through our RampUp program for gym owners: Stephanie acquired a ton of new clients and finally paid herself a comfortable salary for the first time in years.

In this episode, host Mike Warkentin sits down with Stephanie, who shares her experience working with a mentor to supercharge her gym. A few key changes to her business: creating an onboarding program and hiring a client success manager.

With firm business foundations in place, Stephanie is now working toward her next goal: earning $100,000 a year from her gym.

Stephanie’s advice to struggling gym owners who are considering mentorship? “Jump in.”

Links

"How to Bridge the Gap From Day Job to Fitness Entrepreneur"

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Gym Owners United

0:28 - RampUp

5:09 - Invest in Two-Brain

12:37 - Onboarding

17:33 - Client Success Manager

21:05 - Next Steps

The 3 Essential Business Skills Every Gym Owner Must Have

Mon, 09 Oct 2023 00:00:00 -0400

Fitness entrepreneurs need three skills if they’re going to be successful.

In this episode, Chris Cooper explains how focus, "gain thinking" and virtuosity combine to create strong businesses that improve the health of entire communities.

Rush from project to project without finishing anything and your gym’s growth will stall. Spend too much time thinking about where you should be and you won’t build any momentum. Ignore the basics and you’ll constantly find yourself correcting the same problems.

The best part? These skills will help you run a better gym, but they’ll also help you in other aspects of your life. And if you branch out from gym ownership, they’ll allow you to find success in your new entrepreneurial ventures faster.

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Gym Owners United

1:29 - Skill 1: Focus

4:46 - Skill 2: Gain thinking

10:34 - Skill 3: Virtuosity

Help First: The Idea That Changes Every Gym Owner's Approach to Marketing

Thu, 05 Oct 2023 00:00:00 -0400

If you think of selling as pushing people to buy things they don't want, you're going to struggle to make sales.

When you reframe the sales process as "helping people solve their problems," you'll be able to confidently present solid solutions to prospective clients who will be eager to accept your expert assistance.

The Help First concept is a game changer in the fitness business—especially if you struggle to close.

In this episode, Coop walks you through Help First—what it means, what it looks like in practice, how it benefits gym clients, and how it increases the number on your bottom line without making you feel slimy or dishonest.

You'll learn practical strategies you can employ today to build a strong business while helping people in your community accomplish their goals and improve their health. It's a win for everyone.

Links

Book: "Help First" by Chris Cooper

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Gym Owners United

1:57- Mindset and overcoming obstacles

4:23 - Strategy: help the kids

5:38 - Strategy: help the teams

8:39 - Strategy: thank the heroes

10:09 - Strategy: co-branding

12:50 - Content creation

14:44 - Summary

Conversation Marketing: How to Chat and Grow Your Gym

Mon, 02 Oct 2023 00:00:00 -0400

Want to know how Two-Brain's conversation marketing funnel works?

You're in it.

In this episode, Chris Cooper walks you through a four-step process for setting up a killer conversation marketing plan at your gym.

Remember: Conversations bridge the gap between advertising and sales. Advertising gets a prospective client's attention, and the sales process secures the money and the membership. But if you focus on the period between attention and sales, you'll earn trust through conversations, and you'll close more sales faster.

You can use Coop's strategies to grow your client base but also to keep current members longer because conversations preserve relationships. You can even use it to bring back departed clients: Conversations rekindle relationships.

In short, if you want to grow your gym business, start more conversations.

Links

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Gym Owners United

1:59 - What is conversation marketing?

3:01 - Start a conversation and listen

6:19 - The invitation

7:00 - The sign-up

8:29 - Retention and reactivation

2 Gyms, 1,140 Clients—How Daniel Dobbs Brown Does It in Chile

Thu, 28 Sep 2023 00:00:00 -0400

Two CrossFit gyms in Santiago, Chile, are home to 1,140 total clients—and Daniel Dobbs Brown owns both of them.

Accion CrossFit Providencia earned the No. 1 spot on our August 2023 headcount leaderboard with 723 clients, and the Las Condes location hit No. 4 with 417.

So how did Dobbs Brown do it? Host Mike Warkentin digs in to find out.

The short answer: Daniel is using a precise, high-volume, data-backed marketing plan and an increasing focus on retention to build his client list.

Daniel pulls back the curtain and shares all his metrics, as well as the strategies he's implementing with the help of a mentor to reduce churn, increase length of engagement and boost average revenue per member—all with a goal of dramatically improving the health of his community.

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Gym Owners United

2:22 - Acquiring and retaining clients

5:59 - Getting people in

11:48 - Content marketing

16:06 - Group training and PT

19:52 - Improving length of engagement

27:59 - 3-point plan for success

723 Clients in a CrossFit Gym? It Can Be Done—and Here's the Proof

Mon, 25 Sep 2023 00:00:00 -0400

Client headcount isn't everything.

But it's still important—especially in a gym with great retention and average revenue per member.

When gyms with great metrics across the board acquire more members, the results are spectacular.

With just 150 clients who pay $205 a month, an owner can earn $100,000 a year. You can imagine what happens when a gym earns 200 or more clients who pay $300 a month and stay for years.

In this episode, Chris Cooper presents our Top 10 leaderboard for clients in August 2023, but before you listen, remember that the numbers are multipliers of other metrics.

To start, we want you to get 150 clients who pay $205 a month, and then we want you to increase those numbers slowly and steadily while retaining your clients for years, not months.

That's how you build a profitable gym that changes clients' lives and rewards its owner at the same time.

Links

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Gym Owners United

0:36 - Gyms 6-10

1:43- The Top 5

2:44 - Beyond headcount

4:32 - Leaders’ Tips

9:47 - Recap

AI Content Creation: What Gym Owners Need to Know

Thu, 21 Sep 2023 00:00:00 -0400

Yes, you can use AI to bring clients to your gym. Gym owner Chris Cooper uses ChatGPT to do that even though he's written seven books and thousands of blogs by hand.

But how can you use artificial intelligence effectively without coming across like a misguided robot? And what should fitness entrepreneurs know before getting started with AI?

In this episode, Chris Cooper offers his tips for AI mastery, explains how you can misuse ChatGPT and other platforms, and tells you how AI can be a key part of your content marketing funnel.

He also provides a rundown of his new AI guide for gym owners—available in the Gym Owners United group. The free guide is packed with prompts and step-by-step instructions so you can create valuable content that's tailored to your gym. Crank out the right content and you'll acquire more high-value clients.

To get Cooper's new guide, join Gym Owners United and request "The Clickable Step-by-Step Guide to AI Mastery for Gym Owners."

Links

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Gym Owners United

1:08 - Writing evolution

4:24 - Prompts for ChatGPT

8:14 - Avoiding pitfalls

12:51 - When AI is wrong

14:30 - How AI works in your funnel

Email Isn't Dead: Starting Conversations That Lead to Sales at Your Gym

Mon, 18 Sep 2023 00:00:00 -0400

You can use an email list to build an incredible fitness business.

Email might not be as sexy as the latest "social media hacks" presented by online sales gurus, but it's a direct line to clients and prospective clients—and that's worth a lot to any business.

In this episode, Chris Cooper explains how he used daily email conversations to build his personal-training business, his gym and his worldwide mentorship company.

He breaks down the content marketing funnel that should send warm leads to your gym and tells you exactly how to use email to carry on conversations that result in sales.

If you're struggling to find new clients or get people into your gym for free consultations, this episode will help you unclog your funnel and get the leads flowing.

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Gym Owners United

0:53 - Marketing funnels

2:48 - Email conversations

8:09 - Blogs, email, social media

11:47 - Funnel mapping (attention, conversations, consultations)

15:06 - Constant media production

Gym Marketing Masterclass: Your Funnels in Detail

Thu, 14 Sep 2023 00:00:00 -0400

Colm O'Reilly helped gym owners solve marketing problems at the 2022 Two-Brain Summit in Chicago.

The mentor and owner of CrossFit Ireland ran through four major funnels fitness entrepreneurs need to build to ensure a steady stream of quality clients: referrals, organic social media, content and paid marketing.

Each funnel leads to a free consultation called a No Sweat Intro: It's your very best chance to close a high-value sale and retain a client for years.

Colm also answered key setup questions and laid out tactics for better lead nurturing and sales.

His lecture—recorded live from the Crowne Plaza hotel—is presented here to help you connect with high-value clients and change their lives.

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Gym Owners United

2:15 - The four funnels

2:53 - The referral funnel

8:04 - The organic social media funnel

13:30 - The content funnel

17:02 - The paid marketing funnel

22:27 - Key marketing question

23:59 - Lead nurture and sales

The 4 Essential Marketing Funnels That Will Grow Your Gym

Mon, 11 Sep 2023 00:00:00 -0400

Most gyms ride a roller coaster because they aren’t consistent in their marketing. They see something, try it, get a few clients and then drop it to try the next thing. There's a better way: four simple marketing funnels that run at all times.

Every funnel leads to a free consultation we call a No Sweat Intro (NSI). That's where you can help high-value clients become healthier by presenting the best solution to their problems.

The best part? Each funnel makes the others work better.

In this episode, Chris Cooper goes over the four essential funnels Two-Brain Business helps clients build: referrals, content, social media and paid ads.

If you build them, you can expect warmer leads, higher-value clients, more sales and better retention.

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Gym Owners United

1:01 - Referral funnel

4:15 - Content funnel

7:09 - Social media funnel

10:35 - Paid ads funnel

Gyms in Legal Trouble: Listen and Limit Liability

Thu, 07 Sep 2023 00:00:00 -0400

Gyms get into legal trouble from time to time, and if you read the news, you'll see some scary stuff.

To help you limit your risk as a gym owner, Matthew Becker of Gym Lawyers PLLC digs into the news, explains how some gyms found themselves there, and gives you simple steps to protect your business.

From leases to liability for broken equipment to injured clients—Matthew and host Mike Warkentin cover it all so you can sleep better at night.

Links

Sudden closure in Mississauga due to legal dispute

Man sues LA Fitness

Man awarded $46 million after jiu-jitsu injury

Your LLC Isn't Protecting You if You Do These 5 Things

Gym Lawyers website

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Gym Owners United

0:58 - Non-payment of rent

7:31 - Avoiding issues with leases

15:43 - Man sues LA Fitness

29:05 - Jiu-jitsu injury

41:31 - Waivers and other details

The Client-Centric Business: Being Paid to Solve Problems

Mon, 04 Sep 2023 00:00:00 -0400

To build a successful gym that solves your clients' problems, define your mission, use a strong model, pick a fitness method that gets results and regularly utilize media to get the word out.

In this episode, Chris Cooper lays out the blueprint: He explains how your mission guides you and your model supports you, your family and your staff.

Selecting your method? That's the fun part: It's probably the style of fitness you're passionate about. Whatever it is, it must get results for clients and be flexible enough to fit into your business model.

Your media exists to tell your story and build your audience. Without it, no one will find out about your business. Coop's even got a simple but effective media plan you can employ today.

If your business isn't clearly defined, listen to this episode and then take action. If you do, you'll help more clients get better results faster.

Links

"How to Make $100,000 Per Year With 150 Clients"

Gym Business Plan

Catalyst mission

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Gym Owners United

1:03 - Defining your mission

3:40 - Applying the model

9:14 - Using the method

12:40 - The power of media

From Burned-Out Gym Owner to $469 Average Revenue Per Member

Thu, 31 Aug 2023 00:00:00 -0400

Gym owner Tina Selix was burned out and on the verge of selling her business.

In an attempt to improve the business before the sale, she decided to hire a Two-Brain mentor. When things started to turn around, she saw daylight and was inspired to keep and grow the business.

In July, she earned a spot on our Top 10 leaderboard with an average revenue per member (ARM) of $469. In this episode, she shares how she became a CEO who ensures her high-value clients get what they need every single day.

Tina pulls back the curtain and shares all her secrets so you can improve your business, too. You'll hear what she sells and for how much, how much space she has, how many staff members she has, and how she acquires high-value clients without a huge advertising budget.

You'll also get Tina's recommendations for first steps if you want to start improving your own ARM number.

Links

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Gym Owners United

2:50 - Tina's story

5:29 - Higher-value offerings

8:48 - Pricing and systems

16:05 - Client acquisition and retention

26:36 - The first steps to increased ARM

Gym Secrets: $430-$679 Average Revenue Per Member

Mon, 28 Aug 2023 00:00:00 -0400

What do gym owners with huge average revenue per member know that you don't?

Chris Cooper will tell you in this edition of "Run a Profitable Gym."

First, Coop runs through Two-Brain's July leaderboard and lays out what the top gym owners earned per client on average. Then he shares their tips for acquiring, serving and retaining clients who are only too happy to pay more than $429 every month.

Just a few of the elements that go into big numbers: Add-on services, platinum packages, rate increases and lead-nurturing programs.

Can you imagine if you added $50 or $100 to your average revenue per member? If you don't have a plan to do that, check out this episode and then take action.

Links

Book a Call

Gym Owners United

1:52 - Gyms 6-10

2:42 - The Top 5

3:39 - Greatest challenges

4:34 - Advice from the leaders

Gym Owner Goes From $0 a Month to Top 10 Earner

Thu, 24 Aug 2023 00:00:00 -0400

Justin Dickson once earned nothing from his gym.

Then he earned a spot on our Top 10 leaderboard for gym-owner income

How did he do it?

In this episode, Justin explains his incredible turnaround: The key was an emphasis on high-value services, staff development, client retention and consistent delivery.

If you've ever wondered how the best gym owners generate income, this is the show for you. No secrets, no hidden tactics. Just real information you can use to earn more from your fitness business.

Check out Justin's story and then set your own income goals!

Links

The Value Ladder

Staff Ascension: From Mistakes to Managing 20 People at Two Gyms

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Gym Owners United

2:25 - About Salt Lake City CrossFit

5:57 - Be worth it

7:28 - Staff development

13:12 - High-value retention

18:33 - Benefits of mentorship

The Side-Hustle Gym: Tips for Crushing It Part Time

Mon, 21 Aug 2023 00:00:00 -0400

You can manage a full-time career and own a gym—it just takes some finesse.

In this episode, Chris Cooper explains how you should set up your side-hustle gym to ensure profitability. Then you have the option to leave your day job or keep the gym as an income generator on the side.

Whatever you do, don't just leap and try to build wings on the way down. The chasm between a solid day job and entrepreneurship is filled with wreckage. But Coop's got a host of ways to reduce your risk and ensure success.

If you have ever thought of opening a gym on the side, listen to this show first!

And if you eventually want to own a gym without running it personally, Coop will tell you how to offload tasks so you can do that, too.

Links

Gym Business Plan

Personal Trainer Business Plan

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Gym Owners United

0:45 - Charge premium rates

2:23 - Go small

4:38 - Coaching elsewhere

5:22 - Full-time transition

7:21 - Bridging the gap

10:37 - Making the leap

13:32 - Remote ownership

19:11 - Mentoring your manager

Critical Gym Data: How to Get It and Grow Your Business

Thu, 17 Aug 2023 00:00:00 -0400

Great gym businesses run on hard data, and Two-Brain's annual "State of the Industry" report is a gym owner's best source for verified fitness-industry numbers.

We're collecting data right now, and we're inviting you to spend about six minutes entering your info here.

When our report comes out in mid-November, you'll get access to our collected numbers and expert analysis so you can use the info to grow your gym.

In this episode of "Run a Profitable Gym," Chris Cooper and Mike Warkentin set the table for 2023 by going over five key stats from 2022.

Coop reviews interesting numbers on nutrition coaching, kids programs, staff pay, owner pay and group-class rates, then offers tactical tips to help owners change these numbers.

For example, is it more profitable to start a nutrition program or to add a few more members to an existing program at your gym? Coop has the answer because he has the data.

Listen to this episode, then be sure to fill out our 2023 survey to get the numbers you need to earn more from your gym.

Links

2023 State of the Industry Survey for Gym Owners

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Gym Owners United

2:35 - Nutrition coaching

6:45 - Kids programs

11:36 - Staff pay

15:28 - Owner pay

20:08 - Group class price

Calling all Gym Owners: Our 2023 State of the Industry Survey

Mon, 14 Aug 2023 00:00:00 -0400

Since 2020, we've been collecting, analyzing and publishing hard numbers so gym owners get the info they need to improve their businesses. No one else has.

In this episode, Chris Cooper will tell you why the annual "State of the Industry" report is so important and why we need your help to make it even better this year.

We're collecting data right now, and we're inviting you to spend about six minutes entering your numbers here.

Please take a few minutes to fill out the survey. Your data will help us to complete our guide—an unbiased, comprehensive and illuminating snapshot of the microgym industry.

You'll get the final report in mid-November for free. Use it with our compliments to grow your gym business!

Links

2023 State of the Industry Survey for Gym Owners

Book a Call

Gym Owners United

0:26 - What’s good advice?

4:56 - Why do our survey?

9:04 - Collective power

11:09 - Why track metrics?

12:29 - 6 Key Metrics

How to Build and Test Gym Systems So You Can Finally Take a Vacation

Thu, 10 Aug 2023 00:00:00 -0400

So you're a gym owner—that means you've got to grind and can't ever take a vacation, right?

Wrong.

In this episode, Two-Brain Business founder and CEO Chris Cooper will explain how you can free yourself from low-level jobs to become a CEO who can take time off.

When Coop got food poisoning in 2019 before Two-Brain's huge annual summit for gym owners, it was a blessing in disguise. He suddenly realized he could let his team members run the show, then audit and improve things after the fact with their input. He didn't need to do everything himself if staff members knew the plan and could execute it.

You can use the same strategy at your gym. Develop and document your systems and operations, then teach them to others. Give them the space to perform. Then evaluate and upgrade as needed.

When you've got things humming, try a greater test: Take a week off from the gym with no contact and see what happens. When you return, figure out what broke and then upgrade your systems so it doesn't happen again.

If you follow this plan, your business will constantly improve with minimal oversight from you. And you'll get to take a well-deserved vacation.

Links

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Gym Owners United

0:17 - Coop gets sick

2:44 - Win with systems

4:49 - Two examples

9:34 - Testing and improving

How to Make Your Gym Run Itself (Without Falling Apart)

Mon, 07 Aug 2023 00:00:00 -0400

How can you make your gym run like a finely tuned self-driving car? By systemizing and optimizing before automating.

If you just hit the "autopilot" button without getting solid systems in place, you should prepare for a crash.

Every aspect of a gym—from cleaning to marketing to sales to coaching—must be governed by a process. You need to carefully document your processes, then test and optimize them. When they're perfect, you can automate them, either by delegating or outsourcing.

If your get the order wrong, you'll find yourself back at Square 1 every time.

To help you level up, Chris Cooper explains how to automate your gym correctly so you can increase speed, reduce stress and grow your business.

Links

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Gym Owners United

0:56 - DIY then delegate

3:07 - Systems and processes

4:25 - Don’t abdicate

6:02 - Metrics and optimization

How to Get More Kids Into Your Gym and Change Their Lives

Thu, 03 Aug 2023 00:00:00 -0400

Growing a booming kids program is easier than you think—you just have to know how to do it.

Chris Cooper has the exact steps, and he lays them out for you in this short episode.

In 15 minutes, Coop explains how to set up a kids program, market it and run it successfully.

Follow the steps and you'll have everything you need to change lives, please parents, create a career for a coach and generate more revenue at your gym.

Links

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Gym Owners United

1:35 - Why it's easier to grow a kids program

2:36 - Appeal to clients first

3:52 - Six-week time frame

4:51 - Referrals

6:50 - Reaching sports teams

9:37 - Building relationships with parents

Building a Kids Program With the Brand X Method

Mon, 31 Jul 2023 00:00:00 -0400

Building a great fitness program for kids requires a very specific approach tailored to young people—and their parents.

For example, you can't scream like a drill sergeant and hope pre-teens will develop a lifelong love of movement. You also can't just promote a "super-fun program" to parents who want more than balloon and parachute games for their young ones.

Remember: The parents are the actual clients, and you must solve their problems and help them accomplish their goals with your program.

In this lecture delivered at the 2022 Two-Brain Summit in Chicago, Brand X Method co-founder Jeff Martin explains how to approach kids coaching so you can satisfy parents and set young athletes up for a lifetime of movement and health.

Listen, then use Jeff's advice to improve or start your own kids program—a key revenue stream for a microgym.

Links

Book a Call

Gym Owners United

2:38 - Excelling kids

4:09 - Target lessons

9:32 - Learning to move

16:02 - Breaking it down

21:32 - Maximizing potential

24:42 - Succeeding with youth programs

Gym Owners Who Take Home More Than $20,000 a Month? Believe It!

Thu, 27 Jul 2023 00:00:00 -0400

How much do gym owners make each month?

Chris Cooper has the exact figures.

In this edition of "Run a Profitable Gym," he serves up the Top 10 leaderboard for net owner benefit in June 2023. It runs from US$17,000 to $45,000!

And this isn't gross revenue for the business. It's exactly what each gym owner took home. The numbers are actually three-month rolling averages that ensure huge year-end disbursements and other anomalies don't cloud the stats. These are consistent, sustainable levels of income.

After a run through the numbers, Coop offers four reasons gym owners must focus on making money. Then he explains how financial success allows fitness entrepreneurs to invest and transform the communities around them.

Take inspiration from these gym owners, then build your own business to provide for your family, serve clients, create careers and improve your city or town.

Links

Book a Call

Gym Owners United

0:48 - The Top 10

3:16 - Four reasons gym owners must make money

9:47 - From income to investment

13:52 - Tinkers: top-level gym owners who invest

15:43 - Entrepreneurial success helps communities

How to Create the Greatest Impact as a Gym Owner

Mon, 24 Jul 2023 00:00:00 -0400

In his speech at the 2022 Two-Brain Summit in Chicago, Chris Cooper highlighted the power of entrepreneurial impact.

Passionate fitness entrepreneurs have the ability to change lives on a one-to-one basis in the gym, but they can also expand their influence to affect the communities around them.

To help the gym owners in the room increase their impact, Chris led them through an exercise to help them identify the people they need around them, then make a precise plan to guide their actions over the next year.

You can make that same plan right now. Download the worksheet via the link below and fill it out as Chris talks. Then dedicate yourself to personal and entrepreneurial growth over the next 12 months. If you do, you'll be amazed at what happens to your business, your family and the world around you.

Links

Impact worksheet

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Gym Owners United

6:26 - The North Star and key crew

16:23 - Fuel and income

22:30 - Investing in yourself

32:26 - New tools for gym owners

35:56 - Impact vs. legacy

41:44 - Lion Flag awards

45:04 - Impact pledge

Staff Ascension: From Mistakes to Managing 20 People at Two Gyms

Thu, 20 Jul 2023 00:00:00 -0400

To move from owner-operator to CEO, you'll have to develop staff, and gym owner Chris Williams of CFT Fitness has cracked the code.

In fact, Williams earned an award for Coach Education and Opportunity at this year's Two-Brain Summit for fitness entrepreneurs.

In this episode, Chris explains how he built up his staff and prepared them to take over gym operations, coaching, customer service, client retention and other aspects of the business. By developing a system and delegating to team members, Chris freed himself to spend more time with his family and grow his business.

Chris also shares some of the mistakes he made as an inexperienced gym owner so you can avoid them.

To take your first step toward being the CEO of a thriving fitness business, listen to this show. Then focus on developing your staff.

Links

The Value Ladder

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5:08 - Owner-operator to CEO

8:11 - Departmentalization and tasks

14:00 - Staff development

22:36 - How to start

CEO Secrets: How to Ascend Staff and Reclaim Your Time

Mon, 17 Jul 2023 00:00:00 -0400

If you want to move into the CEO role, you must offload lower-value tasks to staff. As each task comes off your plate, you'll have more time to grow the business.

So how do you start buying back your time? Chris Cooper has the answer.

In this episode, he explains how he offloaded tasks at his gym, and he provides a plan to help you create standard operating procedures and a priority list for hiring.

Once you have people in place, you've got to keep them—so Coop's got details on a Career Roadmap plan that's designed to help you retain staff members and help them earn more.

Finally, Chris lays out a Staff Ascension Model that will help you invest in your team’s growth and provide clear pathways for advancement,

If you follow this plan, you'll create a strong culture that ensures team members buy in, understand and implement the vision of the business, know how to grow the business and generate revenue, and stay in your business for years to come.

Links

Gym Hiring Plan and Job Descriptions

The Case for Part-Time Coaches

Intrapreneurialism 101 guide

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1:19 - Who to hire first

5:14 - Climbing the value ladder

6:55 - Creating careers

10:44 - Ascending staff

Ask Coop Anything: Chris Answers Top Questions About Mentorship

Thu, 13 Jul 2023 00:00:00 -0400

When should I switch mentors?

How do I buy my building?

How can I get more out of mentorship?

Is it even possible to become a millionaire as a gym owner?

Chris Cooper answers these and other burning questions about mentorship with Two-Brain Business. If you've ever wondered what mentorship is all about, this is the show for you.

If you have a question Coop didn't answer, leave a comment or ask in it our industry forum, Gym Owners United.

Links

Book a Call

1:56 - When to switch mentors

7:13 - How to be more coachable

14:34 - 1:1 vs. group coaching

21:05 - How do I buy a building?

25:37 - What's a certified millionaire?

The Four Personalities You’ll Find in Your Gym (and How to Serve Them)

Mon, 10 Jul 2023 00:00:00 -0400

In this episode, you'll learn all about the four main personality types you'll see in your gym:

1. Fact-based extroverts
2. Fact-based introverts
3. Relationship-based extroverts
4. Relationship-based introverts

Two-Brain founder Chris Cooper and mentor/gym owner Brian Bott discuss the defining characteristics of each personality type so you understand what members of each group need and want.

First, Chris and Brian will give you everything you need to know to make more sales.

For example, fact-based introverts need and want information, but they can also struggle to make decisions when they get overloaded. To close with this group, you're going to need to zero in on prime concerns and then provide clear solutions to problems.

You'll have to take a different approach when a fiery relationship-based extrovert wants to jump into a workout within 30 seconds of entering the building.

Next, Chris and Brian will tell you how to coach different kids of people—and manage them if they're on staff.

If you learn about these four personality types, you'll be a much more effective gym owner.

Links

Book a Call

Gym Owners United

2:03 - Fact-based extrovert

3:25 - Fact-based introvert

5:29 - Relationship-based extrovert

7:53 - Relationship-based introvert

10:29 - Selling to each personality type

24:34 - Coaching each personality type

37:19 - Managing each personality type

Buy Vs. Build: Two Ways to Expand Your Gym Empire

Thu, 06 Jul 2023 00:00:00 -0400

Should you buy another business or replicate your existing business when expanding your gym empire?

The answer is "it depends." Both paths can be successful. But they have unique pros and cons that will influence different kinds of entrepreneurs.

To give you a roadmap to expansion, Two-Brain founder Chris Cooper sits down with Swedish gym owners Per Mattsson and partners Karl Solberg and Oskar Johed to discuss the bright spots and challenges found on each route to a multi-gym empire.

Karl and Oskar choose to replicate a very successful model over and over in startup gyms, while Per prefers to buy other gyms. All are having great success expanding their influence and serving more clients, and they'll provide inside tips that will help you make smart decisions yourself.

If your first gym is stable and profitable and you're thinking about taking the next step, this episode has essential info that will help you avoid mistakes and grow your business faster.

Links

Book a Call

Gym Owners United

1:30 - The Swedes

3:14 - Building with Karl and Oskar

8:49 - The "150 Model": Overlap and systems

19:15 - Buying with Per

26:12 - Fixes and overlaps

27:32 - Staff training

33:24 - Two paths: pros and cons

Gym Owners: How to Expand Your Empire and Scale Up

Mon, 03 Jul 2023 00:00:00 -0400

How can you become a millionaire gym owner and build a lasting legacy? The key is using a four-stage approach to create an airtight business: systemize, optimize, grow and scale.

If your business is a chaotic mess, your first step is systemizing everything so each client gets excellent service every single time. With basic systems in place, you can then audit and refine them so they're perfect.

At that point, you add fuel to the well-oiled machine and move faster. The growth phase is less about experimentation and more about doubling down on the things that are producing measurable results.

The final stage: scale. Will you add a second location or expand your current one? What's the next step to building your empire?

In this episode, Two-Brain Business founder and CEO Chris Cooper walks you through all the stages and shows you what to do to ascend. Even better, he'll point out the traps that can kill momentum or even send you back to a previous stage.

Listen, take action and build a world-class gym.

Links

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Gym Owners United

1:34 - Stage 1: Systemize

4:34 - Stage 2: Optimize

7:24 - Stage 3: Growth

11:39 - Stage 4: Scale

12:54 - The Traps

18:31 - Recap

Simple Gym Sales Tips: Boost Your Close Rate Today!

Thu, 29 Jun 2023 00:00:00 -0400

How did Nate Muller's gym earn spots on three of our Top 10 leaderboards for sales in May 2023?

Today, Nate shares his secrets for getting more leads, booking more free consultations, getting people to show for those meetings and closing sales.

The best part: Green Lake Strength and Conditioning isn't using complex sales systems and gimmicks. Nate's got simple, clear systems in place, and they work like a charm. They're so simple that you can easily replicate them at your fitness business.

Generating referrals and online reviews, offering convenient appointment slots, solving problems for prospective clients and tracking metrics—it's all simple. But most gym owners don't do this stuff, and their sales suffer.

To boost your numbers today, check out this episode and then take action in your gym, studio or affiliate.

Links

"The Prescriptive Model"

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1:44 - Organic SEO and referrals

4:26 - Reviews

10:38 - Nate's gym and ideal client

13:58 - Key systems for increasing show rate

16:17 - The sales process and measurable improvements

21:24 - Training salespeople

23:46 - Do this today

Gym Marketing Metrics: How to Measure and Improve Them

Mon, 26 Jun 2023 13:00:00 -0400

Want real sales stats from the world's top microgyms?

Chris Cooper has them, and he'll give you three leaderboards in this episode of "Run a Profitable Gym." You'll hear the exact set, show and close rates for our Top 10 gyms in May 2023.

Even better, Coop will tell you what these owners did to get these numbers, and he'll give you tips to help you improve your own stats.

For example, if people are booking consultations but not showing up, you can send video confirmation messages to boost your show rate. Struggling to close? Maybe you need to practice clarifying the prospective member's problem and offering a precise solution.

Most gym owners didn't get into the business to sell, but if you don't learn how to acquire clients, you can't help anyone become fitter. Check out Coop's tips, then unplug your marketing funnel so you can change more lives.

Links

Book a Call

Gym Owners United

0:26 - Four key sales metrics

3:08 - Free consultations booked

5:15 - Shows for free consultations

8:18 - Top closers

10:59 - How to get more leads

11:40 - Get more appointments booked

14:28 - Get more people to show

17:46 - Closing more sales

Making Millions From Your Gym: Coop Answers Your Questions

Thu, 22 Jun 2023 00:00:00 -0400

Can you use a gym business to become a millionaire?

Yes!

In fact, you can do it in three different ways. In this episode, Chris Cooper lays them out for you and answers all the common questions that pop up.

Here are the paths:

1. Build and scale the gym business you have.
2. Reinvest your profit.
3. Leverage your audience and start another business.

Coop will provide the pros and cons of each strategy and explain which ones are best for different kinds of entrepreneurs. He'll also give you tips to help you succeed with the strategy you select.

Listen to this episode and take clear, calculated action. If you do, you'll be on the path to wealth.

Links

Book a Call

Gym Owners United

0:48 - Strategy 1: Build and scale

23:51 - Strategy 2: Reinvest your profits

37:08 - Strategy 3: Start another business

Millionaire Gym Owner: Why Should Fitness Entrepreneurs Be Wealthy?

Mon, 19 Jun 2023 00:00:00 -0400

Gym owners make the best millionaires. Here's why:

They dedicate their lives to helping others get fit and healthy. And when they achieve financial success, they use it to dramatically improve their communities.

Yet so many hardworking gym owners can't see a feature that includes wealth—or they question why they should aspire to be wealthy at all. Isn't it more noble to serve and sacrifice?

The reality: If gym owners don't generate profit and create businesses that support their families, they'll leave the industry and clients will be left without leaders. It's happened too many times to count. But stable businesses that reward their owners serve clients for decades, and successful, happy fitness entrepreneurs can use their extra income to help others to a greater degree.

Two-Brain founder Chris Cooper has a mantra: Make lots of money and give it away. In this episode, he explains why you should become a millionaire and how you can use that success to improve your town.

Links

Book a Call

Gym Owners United

0:40 - Is it realistic?

2:51 - Why should you care?

5:28 - What does “wealth” mean?

8:32 - Life changes

12:44 - Why only some succeed

15:13 - Millionaire problems

17:31 - Greed?

How to Use Other People’s Fitness Events to Make Money

Thu, 15 Jun 2023 00:00:00 -0400

Events create "sticky stories" for your clients, and they can generate revenue and improve retention. But you'll burn a lot of hours planning and running an event, and many gym owners have discovered they're actually losing money if they factor in all the time. Worse, events can also lead to burnout for you and your staff.

The solution: Partner with other event organizers.

A partner handles the actual event and all the work associated with it. You simply provide prizes and create training programs that help people prepare for the event.

Instead of overextending yourself and your staff, you're generating real profit for the gym, and coaches are making money by helping eager people perform better in great events such as fun runs, Spartan or other obstacle-course races, or fitness competitions.

Even better, your clients will show up motivated and ready to train because they have an event on the calendar. You'll get to celebrate their progress and their success on game day, but you won't have to set up obstacle walls at 3 a.m. and then tear everything down in the dark after the last competitor finishes.

If competitions stress you out, Chris Cooper has the exact plan you need to partner with other event organizers so everyone wins.

Links

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Gym Owners United

2:07 - Creating experiences and stories

4:19 - Profit by partnering and creating training programs

7:25 - Commission structures

10:20 - Feeder events

12:06 - Recap

Are Your Group Classes Costing You Money? Calculations and Solutions.

Mon, 12 Jun 2023 00:00:00 -0400

If you're stressing over your group classes, stress no more. Chris Cooper is going to tell you how to ensure your sessions are generating revenue and retaining clients.

He'll tell you exactly how many people should be in your classes to maximize length of engagement, and he'll give you the steps to calculating the value of each class. With that data in hand, you'll be able to see which classes add to your bottom line and which ones actually cost you money.

From there, Chris will tell you what you might do instead of running poorly attended classes, and he'll explain how to make schedule changes that don't anger your members.

Remember: Profitable gyms run on metrics and data. If you don't know how valuable each group class is, you're flying blind.

Listen to this episode, run your numbers and make sound decisions to grow your gym business.

Links

"Setting Your Schedule"

"Your Schedule, Your Life"

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0:38 - Key retention metrics

2:12 - Ideal class sizes

4:52 - Are group classes costing you money?

7:52 - Practical examples

11:09 - Retention drop-off

13:18 - Kill it or fill it

The Client Cap: Why We've Got One and Why It Might Improve Your Gym

Thu, 08 Jun 2023 00:00:00 -0400

Two-Brain Business is capping mentorship clients at 1,000.

Why? Founder & CEO Chris Cooper explains.

Coop also has a member cap at his gym, Catalyst Fitness in Sault Ste. Marie, Canada, so he's seen how it works for clients and businesses.

In this episode, Chris explains how a client cap will help current and future Two-Brain clients, and he'll give you some tips on how a client cap can help a fitness business.

If you're already a mentorship client, expect even more speed as you work to improve your business. And if you're looking to join Two-Brain, now's the time to book a call!

Links

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Gym Owners United

0:54 - Coop caps his gym

3:23 - Speed for Two-Brain clients

5:44 - Culture, focus and fit

9:35 - Caps and future clients

13:46 - How caps help businesses

Why It’s 10 Times Better to Be the Best Gym in Town

Mon, 05 Jun 2023 00:00:00 -0400

It pays to be a winner—literally.

In this episode, Chris Cooper explains what will happen to your gym business if you're the best in town.

This isn't about warm fuzzies and "we're the best" marketing taglines that don't mean anything. Coop's all about the measurable effects of recognition as "the best steakhouse in the city."

If you work hard to earn that title, you can expect better retention, easier client acquisition and more profit.

In fact, the effects of being the best gym or fitness studio compound over time—so start working to become the No. 1 choice for your ideal clients right now.

Links

Seeds and Weeds: Your Best Clients

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0:44 - Exponential growth

3:54 - Ascension value

5:55 - Being the best for your target demographic

How this Gym Owner Generated $57,000 in Monthly Revenue With No Ad Spend

Thu, 01 Jun 2023 00:00:00 -0400

Tommy Alfinito's gym is crushing it: Hygge Fitness earned a spot on our Top 10 leaderboard for revenue in April—and it's not spending any money on ads.

Even better, Tommy only works about four hours a month at the gym. With a stable business under him, he can dedicate time to his next adventure: Wildfether Distilling in New Jersey.

In this episode of "Run a Profitable Gym," Tommy shares his secrets of gym ownership. He explains how focusing on the right things at the right time boosted revenue, how systems equal success in gyms, and how he created a "referral culture" that encourages his clients to bring their friends and family to Hygge Fitness.

Check out Tommy's advice, then systemize something at your gym so you can generate more revenue in less time.

Links

Building a Referral Culture

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1:24 - Focus and grow

7:21 - Retention and referrals

20:36 - 150-client model

23:22 - Attracting ideal clients

April Leaderboard: Tips From Gyms That Gross $50,000+ Per Month

Mon, 29 May 2023 00:00:00 -0400

How much revenue do the best gyms in the world generate each month—and how do they do it?

Chris Cooper has the answers, and all will be revealed as he runs through the Top 10 leaderboard for gym revenue in April 2023.

Every gym on the leaderboard earned more than US$53,000 in April, and the No. 1 score will blow your mind.

But Coop's got more than just numbers. He actually asked the owners of the top gyms how they earned so much, and he'll tell you exactly what they said.

You might be surprised: These gyms aren't all focusing on massive marketing campaigns to find new clients. They're using other tactics to generate huge revenue, and Coop will tell you what they are.

Listen, then use what you learn to grow your own bottom line.

Links

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Gym Owners United

1:20 - No. 10

2:04 - Consistent numbers

3:01 - No. 9 to No. 5

5:31 - No. 4 to No. 1

7:12 - Tips from the leaders

Two-Brain Mentorship: From Free Help to Earning More Than $100,000 Per Year

Thu, 25 May 2023 00:00:00 -0400

Two-Brain mentorship is an investment with enormous ROI for gym owners.

Here, Chris Cooper walks you through the complete process, from high-grade free help to upper-level mentorship for experienced entrepreneurs who are building legacies.

If you're not ready for mentorship yet, join our Gym Owners United group for mountains of free resources that will help you grow your gym.

When you're ready to take the next step, Two-Brain has three levels of mentorship designed to help you earn $100,000 a year and then build an empire that can serve a host of clients and support any lifestyle you want.

Our mentorship practice has helped hundreds of gym owners build profitable, sustainable businesses, and we can help you, too.

Links

Book a Call

Gym Owners United

0:27 - Gym Owners United

1:07 - RampUp

3:26 - Growth Toolkit

4:44 - Tinker Stage

Mentorship FAQ: Coop's Got the Answers You Need

Mon, 22 May 2023 00:00:00 -0400

If you've got questions about Two-Brain mentorship, Chris Cooper's got answers.

In this episode, Coop runs through the most common questions about business coaching for gym owners.

What can you expect in terms of ROI? How do we match you up with a mentor? Can you change mentors?

How fast can you turn a gym around? Can a mentor help even if things are going well right now? (Yes!)

Does Two-Brain work with gyms that aren't affiliated with CrossFit?

Why should you work with Two-Brain and not another mentorship company?

You'll get answers to these questions and more from Two-Brain's founder. And if you've got a question that didn't show up here, join the Gym Owners United group and ask it there. We'd be happy to provide an answer!

Links

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Gym Owners United

0:34 - Do you work with non-CrossFit gyms?

2:57 - Can I ever switch mentors?

4:49 - Will I see ROI?

6:59 - How long will it take to turn my gym around?

8:25 - Do I need a mentor if things are good?

10:53 - How is Two-Brain different?

15:15 - Can I just use your free content?

18:07 - What if I don’t want to raise my rates?

20:57 - How do we choose your mentor?

Semi-Private Training: How Coaches Can Earn $80 or More Per Hour

Thu, 18 May 2023 00:00:00 -0400

Semi-private training is a game changer for coaches and gym owners.

The concept: One skilled trainer can deliver personalized programming to two to four clients during the same hour. They aren't doing versions of the same workout. They're doing workouts tailored to their exact goals.

Semi-private training is a win for clients who might want more attention than they'd get in group classes but can't afford to do one-on-one PT three times a week.

Coaches win, too: If a trainer has four semi-private training clients, the hourly rate can be well north of $80.

And the gym owner who uses a Two-Brain Business pricing and pay structure in a semi-private program will generate a lot of profit.

In this episode, semi-private expert Brian Bott lays out a warp-speed implementation plan for owners and coaches. He'll tell you what you can expect in terms of rewards, how to set the program up and price it, how to sell it to existing clients, and how to market it to new clients.

Listen, then get this program going at your gym or studio!

Links

Revenue Boost: How to Launch a Nutrition Program in Six Weeks

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4:45 - Owner benefit

7:11 - How to implement

10:27 - Selling semi-private training to current clients

18:40 - Acquiring new clients

The Five Pillars of Retention: How to Keep More Clients Longer

Mon, 15 May 2023 00:00:00 -0400

The real key to long-term business success: keeping clients for years.

Retention is even more important in the fitness business. You can’t save lives if clients quit after a few months. Long-term adoption of exercise and nutrition strategies requires at least two years of consistent attendance. Sadly, the industry average for retention is under eight months, even in coaching businesses.

Then consider economics: You can’t build a sustainable gym business with high churn. If you’re constantly losing members, you’ll struggle to turn a profit, and you'll spend too much time and money marketing.

So what actually keeps clients in gyms long term? Our data reveals five keys. In this show, Two-Brain founder Chris Cooper digs into each retention pillar—use the links below to take action to improve your business!

Links

1. Results

The Prescriptive Model

Two-Brain client resources

2. Fame

How Sharing Joy Makes You Happy

Two-Brain client resources

3. Compatibility

Unlikable Gym Owners: Don't Do This Stuff!

Two-Brain client resources

4. Consistency

Gym Business Systems: How to "Survive a Bus Crash"

Two-Brain client resources

5. Referrals

Building a Referral Culture

Two-Brain client resources

Book a call: Click here

2:08 - Pillar 1: Results

3:52 - Pillar 2: Fame

5:29 - Pillar 3: Compatibility

8:12 - Pillar 4: Consistency

9:38 - Pillar 5: Referrals

Revenue Boost: How to Launch a Nutrition Program in 6 Weeks

Thu, 11 May 2023 00:00:00 -0400

Can you launch a nutrition-coaching program that will generate about 10 percent of gross revenue at your gym in just six weeks?

Yes—and we'll provide you with an exact plan to do it.

Cynthia Fotti is a Two-Brain Business mentor and gym owner who has built a very successful nutrition-coaching program, and now she teaches other gym owners to do the same thing.

In about 20 minutes, Cynthia lays out a step-by-step plan a gym owner can use to get a simple but very effective nutrition-coaching program up and running—from obtaining a credential to launching a group kickstart to selling ongoing coaching when the challenge ends.

Listen, take notes and take action. If you do, you'll help more clients, create a career for a coach and add to your bottom line.

Links

How to Generate 20 Percent of Gross Gym Revenue Through Nutrition

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1:38 - 10 percent of gross revenue

5:06 - Kickstart launch

8:15 - Pricing your kickstart

11:50 - Marketing: getting the word out

22:47 - Providing solutions for clients

ROI Bonanza: The Two-Brain Summit for Gym Owners and Coaches

Mon, 08 May 2023 00:00:00 -0400

The 2023 Two-Brain Summit is an investment for entrepreneurs.

The annual event is designed to connect top gym owners and coaches with world-class speakers, expert business mentors and forward-thinking peers so they can grow their businesses fast.

In this episode, Chris Cooper lays out the agenda at the summit and explains how attendees can use the knowledge they acquire to generate huge ROI. It's all about growing gyms and coaching practices.

Chris also goes over some new features for 2023, including social events and workouts led by Jason Khalipa of NCFIT.

Links

Two-Brain Summit Tickets

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Gym Owners United

2:20 - Headliners: Jason Khalipa, Dan Martell, Chris Cooper

4:38 - Additional Day 1 speakers

12:36 - Workouts

13:08 - Day 2

23:14 - The path to success

Retention in 24/7 Access Gyms: Top Gym Owner's Tactics

Thu, 04 May 2023 00:00:00 -0400

Dixie Burns made it onto the Two-Brain Top 10 Leaderboard for March 2023 with her stellar client count.

So how did the owner of a 24/7 access gym do it? And how does she keep her clients when so many similar gyms regularly bleed members?

In this episode of "Run a Profitable Gym," Dixie and host Mike Warkentin talk about the importance of client check-ins and strong connections—even in an access gym. According to Dixie, it's key to link up with her clients to make them feel valued.

If you run an access or 24/7 gym, check out Dixie's tips and then take action to keep more of your members longer.

Links

6 Simple Steps to Generate Revenue Using a Local Fitness Event

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3:18 - The No-Sweat Intro

8:31 - Opening communication

9:44 - Quarterly motivation

12:20 - Client check-ins

16:58 - What does a good access gym feel like?

19:50 - Demographics and churn

22:59 - Client success manager duties

Top Tips From Gym Owners with 300-700+ Clients

Mon, 01 May 2023 00:00:00 -0400

Gyms with huge client counts—how do they do it?

Many gym owners reach a certain number of clients—often 150—and then growth stalls. But other gyms go on to hit 300, 400 or even 700-plus clients.

In this episode, Chris Cooper reveals the client counts of the Top 10 Two-Brain gyms in March 2023, then he explains exactly what the owners did to reach these levels.

Some of the secrets: goal review sessions, affinity marketing, airtight retention, reacquisition campaigns, special events and guidance from a mentor.

You won't get this info anywhere else. If you're looking to increase your client count, listen to this show and then take action.

Links

Book a Call

Gym Owners United

4:40 - Virtuosity

6:14 - Teach staff the "why"

7:51 - Cleanliness and "clean systems"

10:47 - Focus on retention

Two-Brain Summit Preview: Jason Khalipa and Virtuosity in the Gym Business

Thu, 27 Apr 2023 00:00:00 -0400

Jason Khalipa has learned a lot of hard lessons in gyms. Getting his start in a traditional facility, Jason went on to become one of the most famous CrossFit affiliate owners after winning the 2008 CrossFit Games.

In this interview with Chris Cooper, Khalipa describes how his fitness business evolved into NCFIT—a company with bricks-and-mortar locations, digital streams and corporate fitness programs that served the likes of Western Digital, Twitter, GoPro and Lucasfilm.

The 2020 pandemic shutdowns forced Jason to adjust his business, so he consolidated NCFIT with the intent of growing anew with California's restrictions behind him. His current plan: Make every aspect of his expanding business world class.

This June in Chicago, Jason will share his passion for virtuosity—doing the common uncommonly well—at the Two-Brain Summit. He'll speak about excellence in business ownership and how fitness coaches can move from a rating of 7 to 10 out of 10.

As an added bonus, Jason will coach morning workouts each day for attendees to demonstrate what he believes is true excellence as a fitness coach.

Links

Two-Brain Summit tickets

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Gym Owners United

0:00 – Intro

1:29 – NCFIT 2020-2023

6:44 – Lessons and the future

8:26 – Virtuosity in business

16:36 – Coaches: from good to great

20:49 – Programming evolution

28:00 – NCFIT workouts at the Two-Brain Summit

"This is Spartan!" (and DEKA): Joe De Sena

Mon, 24 Apr 2023 00:00:00 -0400

Joe De Sena is the founder and CEO of Spartan and Death Race, as well as the author of books including "Spartan Up!" and "10 Rules for Resilience."

An entrepreneur with a rich history, Joe created brands and events that give runners and fitness athletes a chance to experience exciting challenges.

In this interview, Joe and host Chris Cooper discuss Spartan's link to the gym world, certifications for coaches and the new DEKA indoor challenge. Also on the call: Benjamin Killary, Spartan's national field sales director.

The trio also discuss the early days, the growth of the company and the future.

Watch, then throw on your running shoes and sprint toward a set of monkey bars.

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4:03 - Gym/Spartan connection

7:46 - Early days

10:44 - Pivotal moments

12:39 - Certification

17:32- DEKA challenge

22:01 - After the race

24:50 - Affiliation

Your Gym Can Sell More Nutrition Coaching. Here's How.

Wed, 19 Apr 2023 07:00:00 -0400

Gyms just don't generate enough revenue from nutrition coaching.

Despite the fact that nutrition services naturally link up with fitness coaching, most gyms aren't seeing much movement at the bottom line.

The stats: About 74 percent of gyms offer some sort of nutrition coaching, but these services only contribute about 4 percent to gross revenue, on average. That number is far too low, and gym owners are leaving money on the table. Worse, they're missing a golden opportunity to help clients get results faster.

Ric Thompson of CrossFit PTC implemented a nutrition-coaching program that benefits his gym in a big way. He created Smart and Simple Nutrition to deliver habits-based coaching, and the company also partners with other gyms to help them generate nutrition revenue.

In this episode, Ric talks with Chris Cooper to offer advice on selecting nutrition coaches, onboarding clients, navigating legal restrictions, and building a nutrition program that will create long-term success for clients and business owners.

Links

Book a Call

Gym Owners United

Smart and Simple Nutrition

0:54 - Why your nutrition program is failing

1:21 - Finding the right coach

10:00 - How to roll out your nutrition coaching

13:55 -Smart and Simple integration

16:26 - Legalities

18:22 - Real-life example

21:45 - Social media and marketing

Red-Alert Retention: The A+ Plan for a Client’s First 90 Days

Mon, 17 Apr 2023 00:00:00 -0400

In the gym business, a client's first 90 days are critical.

Do a great job onboarding a new client and you'll likely have an opportunity to change a person's life over a period of years. Do a poor job and your new member might be gone in weeks or months, likely never to return to a gym.

To help more people and build a great business, you must have a precise plan to set new clients up for long-term success.

In this episode, Two-Brain Business founder and CEO Chris Cooper maps out the exact onboarding process in place at his gym, Catalyst Fitness. Coop will walk you through the operations documents his staff members use to onboard new clients so you understand the entire client journey, including key touch points, measurements and milestones, opportunities for positive reinforcement, and much more.

If you want to dramatically improve your gym business quickly, create a client journey and invest time to ensure the first 90 days are perfect. If you do, your members will improve their health and fitness and your business will thrive.

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Gym Owners United

1:30 – 1. Intro and assessment

6:08 – 2. Admit and Affirm

9:40 - 3. Activate and Acclimate

15:40 - 4. Accomplish

18:59 - 5. Adopt and advocate

22:20 – Ongoing retention

Unlikable Gym Owners: Don’t Do This Stuff!

Thu, 13 Apr 2023 00:00:00 -0400

Is your negative attitude pushing away potential gym clients? Are you turning off your members with social-media rants?

Are you trying to impress clients with random fitness knowledge instead of actually listening to people? Do you let the stress of entrepreneurship show in public? Do people think you're more interested in your cell phone than what they're saying?

Being likable is incredibly important. You can be the best trainer in the world, but you won't have any clients if people don't want to be around you.

Good news: You can become more likable by reducing stress, cultivating positivity and committing to self-improvement.

In this episode, Chris Cooper and Mike Warkentin reflect on their own mistakes and share the lessons they've learned about how to be more likable to those they serve.

Links

Book a Call

Gym Owners United

The CALM Model: How to Lead in a Crisis

Chris Cooper's 10 Tips for Being More Likable

Don't Be a Jerk of a Gym Owner

1:33 - Stop complaining and shaming

5:20 - Social-media traps

9:23 - Why you're unlikable

14:29 - Hire likable staff

18:49 - Find an objective place to vent

21:20 - How mentorship helps

Fired up About Fitness: The 2023 Two-Brain Summit

Mon, 10 Apr 2023 00:00:00 -0400

Every year, the Two-Brain Summit brings together hundreds of gym owners and coaches for an epic weekend of learning and action, connection and motivation.

It's not a sit-and-listen conference. This is an immersive experience for fitness professionals who are ready to do the work and take their careers and businesses to the next level.

In this episode, Chris Cooper gives you the lowdown on featured speakers—including Jason Khalipa and Dan Martell—and some special bonuses, including NCFIT workouts and a mix-and-mingle cocktail hour.

Here's what's up for gym owners:

Connect—Chris Cooper
Buy Back Your Time—Dan Martell
Virtuosity in Business—Jason Khalipa
The Wealthy Gym Owner and Team—Shawn Rider
Connect Your Goals With the Players—Karl Solberg
The Link Between Content and Sales—John Franklin
Growing and Retaining Staff—Joleen Bingham
Legendary Leadership—Andrea Savard
Entrepreneurial Maturity—Bonnie Skinner
Goal Reviews: Simple Structure and Process—Karen Hazelton
How to Zero in Your Focus Every Day—Taryn Dubreuil

The lineup for fitness coaches and trainers:

Connecting Powerful Moments—Peter Brasovan
Spartan/DEKA—Yancy Culp
How to Get Clients to Follow Our Advice—Colm O'Reilly
Having Hard Conversations—Brian Strump
Coaching Kids—The Brand X Method
Coach Development: Moving From 7 to 10—Jason Khalipa
Perfect Nutrition Client Avatars—Anastasia Bennett
Habits-Based Nutrition—Cynthia Fotti
Semi-Private Training—Brian Bott

Hundreds of the world's best gym owners and coaches will be in Chicago, Illinois, from June 3 to 4. Join us!

Links

Book a Call

Gym Owners United

Summit tickets

1:49 - Day 1 speaker lineup

11:50 - Day 2 speaker lineup

20:09 - Taking action

20:59 - Special features

Can Competitive Athletes Build Successful Gym Businesses?

Thu, 06 Apr 2023 00:00:00 -0400

You know the scenario: An athletic gym owner spends a lot of time training for fitness competitions.

So what happens to the business? Does it lumber along and eventually crumble because the owner's attention is elsewhere? Or can some owners divide their focus and achieve competition goals while building thriving businesses?

Chris Cooper digs into the question today with the help of two gym-owning athletes.

Two-Brain mentor Taryn Dubreuil runs CrossFit Function and says "competition" is her middle name. She narrowly missed qualifying for the CrossFit Games back in the day and still trains hard for other competitions.

Travis Mayer has competed in the CrossFit Games eight times, he owns CrossFit UNTD, and he's got four kids.

Taryn and Travis chat with Coop to give their perspective on building a great business and achieving personal athletic goals. As you can imagine, time management is critical.

What do you think? Can a gym owner compete and build a great business at the same time?

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Gym Owners United

1:27 - Stress

4:13 - Taryn Dubreuil's story

8:59- Time management

16:25 - Case study

21:20 - Travis Mayer's story

26:14 - Balance

34:47 - Advice: staff and systems

40:09 - Delegation and staffing

4 Surefire Ways to Stop Your Gym From Growing

Mon, 03 Apr 2023 00:00:00 -0400

If you wanted to kill your gym, what would you do?

This can be a helpful question to ask yourself.

Here's why: Your answers will highlight paths you should avoid at all costs, and you might even discover you're actually doing some things that are hurting your business. From there, you can make corrections, take new actions and double-down on tactics that are actually driving growth.

In this episode, Two-Brain founder Chris Cooper does the exercise himself and reveals the four things he would do if he wanted to stop growth dead at his gym. Get this: Chris absentmindedly did all four things at some point during his early career as a gym owner.

Review Coop's list, make your own, then focus on the actions that will measurably improve your gym business fast.

Links

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Gym Owners United

0:47 - Turn off media and marketing

2:23 - Repel people

5:24 - Abdicate responsibility

7:35 - Stop focusing on retention

"We Sell Solutions"—Tips for Extreme Average Revenue per Member

Thu, 30 Mar 2023 00:00:00 -0400

Darren Thornton owns Defy Functional Fitness, where he's worked hard to generate average revenue per member of more than USD$370 per month.

That earned him a place on Two-Brain's Top 10 leaderboard for February 2023.

In this episode, Darren spills his secrets. He'll talk about what he offers at his business in Toronto, Canada, and why his clients find it so valuable.

Get this: Darren doesn't spend a ton of money on marketing. But his gym is full of high-value clients because he uses a tried-and-tested referral strategy that generates hot leads regularly. His closing rate for sales? It's an incredible 80 percent.

If your average revenue per member could use a boost, Darren and host Mike Warkentin have a few things you can start doing right now to drive the number up.

Links

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Gym Owners United

5:05 - Prescriptions and fundamentals

11:15 - Adding personal training

22:46 - Affinity Marketing

27:05 - Things you can do today to improve ARM

Secrets From Gyms That Earn $375+ Per Client Per Month

Mon, 27 Mar 2023 00:00:00 -0400

A gym that averages $812 per client per month?

You read that right. Two-Brain's top performers posted incredible average revenue per member (ARM) scores in February 2023 .

Everyone in the Top 10 was above $370, and the No. 1 gym was over $800.

In this episode, Chris Cooper goes over the leaderboard and then shares the secrets of the top gym owners. Some started using onboarding programs, while others increased rates, ran challenges or added small-group training. Regardless of the exact plan, all of our leaders focused on creating huge value for their clients.

Can you get similar results at your gym? Yes! Chris will give you a few tactics you can employ today to serve your clients better and earn more.

Links

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Gym Owners United

1:12 - ARM leaderboard

5:32 - Perspective: your ARM

5:59 - Advice from the Top 5

14:30 - Key takeaways

From “We Didn’t Make Anything” to Top-Earning Gym Owner

Thu, 23 Mar 2023 00:00:00 -0400

Chad and Esther Pinther were able to turn their gym around and supercharge their earnings with the help of a Two-Brain Business mentor.

Chad at one time supported his fitness business with money from his modeling career—he's appeared in campaigns for Calvin Klein, Stetson, Patrick James and more. When the Pinthers wanted to shore up the gym business so they could spend more time together as a family, they started working with a mentor.

The results were dramatic.

The two increased gross revenue significantly, but they also increased net owner benefit—what they take home from the business. In fact, the Pinthers earned a spot on Two-Brain's January 2023 leaderboard for owner earnings. Everyone in the Top 10 earned an average of at least US$16,000 a month over a three-month period, and the Top 5 gym owners all averaged $20,000 a month.

In this episode of "Run a Profitable Gym," Chad explains how mentorship helped him create a profitable business that allows him to live the life he wants.

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Gym Owners United

3:34 - Scarcity to Profit First mindset

9:31 - Making projections

13:33 - The turning point

18:09 - Mentorship to help steer the ship

21:06 - Creating value and charging accordingly

29:06 - Increasing average revenue per member

41:48 - Chad's advice to other gym owners

What's Your Gym Worth—and Should You Sell It?

Mon, 20 Mar 2023 00:00:00 -0400

What's your gym worth? How do you calculate the true value?

Chris Cooper has the answer, and he'll tell you how to come up with a hard number in this edition of "Run a Profitable Gym."

In some cases, owners won't like the final number. If you're burned out, run down and out of cash, it can be tempting to just sell the gym. But you could be missing out on cash if you put it on the block right away.

Good news: Chris has seven steps to make your gym more valuable. You can use them whether you want to sell or keep your gym (we hope you keep it). But if you really want to offload your gym, it's best to have a business that's worth selling, and you can add significant value in just six months with a mentor's help.

But get this: Many struggling owners who improve their gyms before sale discover that the revitalized businesses are actually worth keeping.

Whatever your situation is right now, it helps to know what your gym is worth and how you can increase that number—whether you want to sell or build a strong, stable business that becomes a cash-flow asset.

Links

Rigquipment Gym-valuation tool

"How to Sell a Gym" guide

Book a Call

Gym Owners United

0:39 - How to value a gym

4:59 - 7 steps to increase gym value

13:20 - How mentorship can help

15:38 - Coop's story—raising rates

Why 80% of Gym Websites Are Bleeding Leads From the Sales Funnel

Thu, 16 Mar 2023 00:00:00 -0400

Is your website bringing you clients or pushing them away?

Bad news: A recent audit revealed 80 percent of gyms have subpar websites that don't encourage clients to buy.

This is a huge problem. A poor website multiplies your losses. If you're spending money on ads, you're wasting it. And if you're lucky enough to generate organic traffic with sound SEO tactics, those people are clicking out without engaging.

In this episode, Two-Brain Business CMO and Kilo co-founder John Franklin walks you through the "5-second test" you should perform on your gym website today. He'll also show you how to audit your website using the "ABC method."

A stands for the "above the fold" section, also referred to as a website's "hero section." That's the stuff you see right when you land on a page. It needs to be clear and direct.

B is for "below the fold." That's the stuff people see when they scroll. You need a brief description of your core service, social proof and a secondary call to action.

C stands for "clear directions on how to start." Visitors should know exactly what to do if they want to take the next step.

Review your gym website today, then take steps to ensure it's helping your business grow.

Links

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Gym Owners United

3:20 - The 5-second gym website test

8:20 - What you need "above the fold"

13:48 - Below-the-fold essentials

17:38 - The secondary call to action

How to Get Cash Fast (Without Destroying Your Gym)

Mon, 13 Mar 2023 00:00:00 -0400

You need cash for your gym right now—so what to do?

Offer a paid-in-full deal? Discount your offering? Sell some of your equipment?

Not so fast. All those options can put your gym in a death spiral. For example, a paid-in-full deal that generates a quick cash infusion often puts gym owners against the wall at the end of the year. And discounts have sunk too many gyms to count.

The good news: Gym owners have some great options when they need cash but don't want to hurt the long-term success of their businesses.

In this episode, Chris Cooper explains how you can generate quick cash without hurting your bottom line in the future. He'll lay out the pros and cons of partnerships, equity sales and bank loans, and then he'll provide tried-and-tested tactics gym owners can use to get cash without punching holes in the boat.

If you need money fast, pick one—or more—of the options and take action today!

Links

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Gym Owners United

0:39 - When Chris got desperate

4:11 - Partnerships, co-ops and bank loans

14:19 - Paid-in-full problems

16:04 - Solid ways to generate cash fast

24:25 - Summary

Ask a Lawyer: Managing the Real Risks of Virtual Training

Thu, 09 Mar 2023 00:00:00 -0500

During the pandemic, virtual fitness training exploded in popularity, and many entrepreneurs are still offering online coaching.

But a new service brings new considerations when it comes to insurance, liability waivers and membership management.

On today's episode of "Run a Profitable Gym," gym-owning lawyer Matthew Becker is here to help you cover all your bases with virtual training—from the wording of your insurance policy to laws that apply to out-of-state clients. He'll give you the info you need to reduce your exposure.

Legal issues can be stressful and costly. Review Matthew's advice to limit risk and ensure your business is operating with maximum protection.

Links

Gymlawyers.com

Matthew Becker on Membership Contracts

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Gym Owners United

3:14 - Step 1: insurance policy

7:51 - Step 2: liability waiver

13:03 - Step 3: membership contracts

Don’t Be a Jerk of a Gym Owner! (How to Be More Likeable)

Mon, 06 Mar 2023 00:00:00 -0500

Are you attracting or repelling clients as a gym owner?

No, really. Answer honestly.

And if your answer is "no," review these questions:

- Do you get into public arguments online?
- Do you vent to your clients?
- Are you tired, stress and underpaid?
- Do you forget names?
- Do you take people for granted and forget to thank them regularly?
- Do you let your cell phone distract you from high-level interaction?
- Do you avoid self-improvement?

If you answered "yes" to even one of those questions, you have room to grow as a person. And if you do the work, your business will grow, too.

In this episode, Chris Cooper breaks down the mistakes he made as a new gym owner and offers a host of simple tips to help you improve your likability as the owner of a fitness business.

Remember: Clients are more likely to stick around longer when they like you, and there are things you can start doing today to make that happen.

Links

Book a Call

Gym Owners United

3:34 - 10 tips: hiding, hiring, focusing and more

10:39 - Know when to rant

13:58 - Six lessons from "How to Win Friends and Influence People"

21:29 - The 5 Levels of Influence

Behind the Curtain: Biz Secrets of High-Earning Gym Owner

Thu, 02 Mar 2023 00:00:00 -0500

In January 2023, Two-Brain's top-earning gym owners took home between US$16,000 and $21,000.

That's not gross revenue or even profit. It's what the owners earned personally. And the big totals aren't one-hit wonders. Our leaders sustained these income levels over an entire quarter.

Gym owner Jodi Butler was on that leaderboard, and she's here to tell you how she did it.

Jodi, who runs Pittsburgh FIT, breaks down the key components of her successful gym, which provides a great income for her and fulfilling careers for staff members. A few of the keys: hiring so the owner can work on the business instead of in it, getting help from a mentor, and placing great emphasis on client retention.

After Jodi pulls the curtain back on her business, she and host Mike Warkentin offer a few simple tactics you can use today to start earning more at your gym, studio or affiliate.

Links

Two-Brain Tinker Program

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Gym Owners United

1:26 - Jodi's journey to paying herself

5:50 - Staffing and benefits

9:10 - Hiring a GM

13:19 - Streamlining with mentorship

28:00 - Strategies that work

Gym Owners Who Earn $20,000 a Month? Yes, It's a Thing.

Mon, 27 Feb 2023 00:00:00 -0500

What do top-earning gym owners have in common? A lot.

In this podcast, Chris Cooper reviews the gym owners at the top of Two-Brain's January leaderboard for net owner benefit (NOB)—that's what these owners actually took home to their families, not what their gyms grossed.

Each owner in the Top 3 earned more than $20,000 in January, but these aren't one-hit wonders. The stats are based on rolling three-month averages—meaning the owners earned an average of $20,000 a month over a three-month period.

Push these stats out over 12 months and you're looking at gym owners who are on track to earn $240,000 a year from their businesses.

So what are the secrets of top earners? Turns out the Top 15 owners on our January earnings leaderboard have three major commonalities: they use the Prescriptive Model, they have high average revenue per member (ARM), and they use client success managers (CSMs).

Chris talks about each element in detail so you can find the same success as Two-Brain's top gym owners.

One other commonality: All these owners work with a business mentor who helps them save time, avoid mistakes and create strong businesses.

Links

Two-Brain Tinker Program

Book a Call

Gym Owners United

2:54 - The Top 3 earners

5:22 - Commonality 1: the Prescriptive Model

6:57 - Commonality 2: high average revenue per member

7:53 - Commonality 3: client success managers

9:22 - Barriers to earning

18:47 - Why care about net owner benefit?

$2k to $10k in Monthly Revenue—The Sales Model That Made It Happen

Thu, 23 Feb 2023 00:00:00 -0500

How did Kyle Counts turbocharge his gym's retention and revenue generation? With the Prescriptive Model.

In fact, he used it to double revenue in short order, and then he used it to drive that number up even further. Now, the simple system is the bedrock of his sales process.

In this episode of "Run a Profitable Gym," Kyle explains how making the change to a consultative approach transformed his business—Condition One CrossFit—for the better. By ditching free trials and actually siting down with prospective clients to find out about their goals, he made more sales, successfully presented more higher-value packages and retained great clients longer by showcasing their results every three months.

The 411 on the Prescriptive Model: Gym owners meet with prospective clients, find out about their goals and prescribe the ideal plan to accomplish them. Then they meet with clients quarterly to review progress and make program adjustments that keep the clients on track.

Use the model today to put your gym on the path to incredible growth.

Links

The Prescriptive Model

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Gym Owners United

1:18 - The old approach

7:16 - The Prescriptive Model

13:52 - Tracking progress

18:47 - Systemizing goal reviews

22:35 - The rewards

The No. 1 Way to Increase Client Value and Retention in Your Gym

Mon, 20 Feb 2023 00:00:00 -0500

The Prescriptive Model has been used by hundreds of Two-Brain gyms across the world, and it's one of the most effective ways to increase revenue and retention.

The short version: Gym owners meet with prospective clients, find out about their goals and prescribe the ideal plan to accomplish them. Then they meet with clients quarterly to review progress and make program adjustments that keep the clients on track.

Entrepreneurs who use the Prescriptive Model at their gyms have a much easier time closing sales with high-value clients. We track sales metrics in hundreds of gyms, and the free consultation at the beginning of the Prescriptive Model beats the free trial when it comes to closing rate.

The cyclical nature of the Prescriptive Model also keeps gym clients engaged. The first 90 days of membership are critical to retention in a fitness facility, and our model contains precise tactics that measurably improve retention. In the gym industry, average client retention is 7.8 months. The average Two-Brain client's retention is more than double that: 18.8 months.

Finally, the Prescriptive Model has a profound effect on total revenue and average revenue per member. It allows gym owners to present high-value solutions to prospective clients in a simplified, direct, genuine manner. At subsequent meetings to review progress, clients regularly upgrade their packages.

In this episode, Chris Cooper breaks down the Prescriptive Model step by step, and he lays out the solutions to implementation problems you might encounter so you can start using the model today to improve your gym.

Links

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Gym Owners United

1:57 - The Prescriptive Model step by step

9:16 - How the model increases your value

13:55 - Mistake 1: no consultation

16:09 - Mistake 2: no objective measurements

17:02 - Mistake 3: no prescription upgrades

18:51 - Mistake 4: forgetting nutrition

20:25 - Mistake 5: not doing goal reviews

Ask a Lawyer: Limiting Your Exposure With Gym Employees and Contractors

Thu, 16 Feb 2023 00:00:00 -0500

Lawyers are experts when it comes to limiting risk for their clients, and Matthew Becker is here today to help you reduce exposure with employees, contractors and third-party contractors.

Becker owners Gym Lawyers PLLC as well as Industrial Athletics in Pittsburgh, so he's run into all the situations common in the fitness world.

Employees, contractors and third-party contractors all come with risk, but if you take the right steps, you can keep your business as safe as possible.

Matthew will walk you through the essentials of insurance, written agreements, LLCs, sublease agreements and more.

Listen, cover your bases and then get back to training clients.

Links

Your LLC Isn't Protecting You If You Do These 5 Things

Gymlawyers.com

Book a Call

Gym Owners United

2:30 - Legal exposure with employees

9:00 - Legal exposure with contractors

21:15 - Legal exposure with third-party contractors

How to Set Gym Rates (and 3 Ways to Charge More)

Mon, 13 Feb 2023 00:00:00 -0500

How should you set the rates at your gym, affiliate or training studio?

There is a formula, and it doesn't involve guesswork. Instead, you'll just have to enter some numbers on a spreadsheet you can request at Gymownersunited.com.

In this podcast, Chris Cooper offers a look at that spreadsheet and explains how it works. He'll also tell you what's at stake: your profit margin and the long-term success of your business.

If you guess on your prices, you might lose hundreds of thousands of dollars—and you'll lose a lot of sleep, too. Set your prices correctly and you'll have a clear path to breakeven and then great success as a fitness entrepreneur.

After he shows you how to set your rates, Chris will tell you how to avoid common pricing mistakes. He'll also provide three tools you can use to create more value so you can make bigger sales when meeting with prospective clients. If you don't have a sales binder, a value stack and a high-ticket offer, you're missing out on revenue. Chris will tell you how to create all of these things—and when you need to do so.

Don't guess and race to the bottom with prices. Become a better gym owner and get paid what you're worth.

Links

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Gym Owners United

1:06 - How to set your rates

4:48 - Can you increase average revenue per member?

6:04 - Using a pricing binder to create more value with clients

8:52 - Building a “value stack” at your gym

12:36 - Creating high-ticket/high-value offers

17:06 - Recap and key takeaways

18:20 - When to add a high-ticket offer

You Lost Money on Gym Apparel Sales Until You Listened to This

Thu, 09 Feb 2023 00:00:00 -0500

Gym apparel sales don't always go well. Low or nonexistent margins are common, as are weak marketing and unsold inventory that clogs up cash flow.

By contrast, some gym owners gross $34,000 a year in apparel sales or use retail to tack thousands of dollars onto net profit.

In this episode, Mike Warkentin talks to Matt Albrizio of Forever Fierce, who offers specific tips and tactics any gym owner can use to start making money with retail. Matt covers how often you should place orders, how much you should order, how you should price your gear and how you should get rid of unsold inventory.

Follow these tips and move every single unit out the door when you have the next apparel sale at your gym.

Links

Forever Fierce

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Gym Owners United

2:42 - How often to order gym apparel and how much variety to offer

6:10 - How much should you order, and how to use pre-orders to avoid unsold inventory

9:43 - Does your gym need a "pro shop" with stocked apparel?

13:04 - Pricing and margin recommendations for gym apparel

16:48 - How to calculate your break-even point and target profit

19:35 - How to get rid of unsold inventory

24:07 - Limited editions and cash collection at time of sale

26:28 - Marketing tips, social proof and "a culture of gym apparel"

Top Parenting Tips for Fitness Entrepreneurs

Mon, 06 Feb 2023 00:00:00 -0500

Can you be a successful entrepreneur and a good parent?

Absolutely.

In this episode, Two-Brain Business mentor, gym owner and mother of three Joleen Bingham offers her top tips for balancing parenting with gym ownership. Parents have a lot on their plates, and Joleen will show you how to handle it all without losing your mind.

She wasn't always so organized. In fact, Joleen once answered business emails and took a phone call from a prospective gym client in the hospital just after giving birth.

Now, she uses a precise schedule and clear boundaries to ensure she can focus on her family. And she also finds creative ways to include her kids in her business.

You gym business should give you the freedom of time so you can give your family your best. Listen to Joleen, then take action.

Links

Book a Call

Gym Owners United

5:01 - Scheduling

7:54 - Setting and keeping boundaries

12:51 - Involving your kids

17:25 - Dealing with parent guilt

21:57 - Hiring a mentor

34 Free Consultations in One Month: The December Leaderboard

Thu, 02 Feb 2023 00:00:00 -0500

Derek Batman knocked out 34 free consultations in December, which put him near the top of our marketing and sales leaderboard for gym owners.

In this video, Derek spills the secrets of his success when it comes to set, show and close rates. His keys? Targeting the right clients, creating an airtight system for follow-up, and tracking data.

Derek's worked really hard to ensure the right people see his Facebook ads, and he uses retargeting strategies to warm his leads with repeated exposure. When a lead enters the sales funnel, staff at Hardbat Athletics contact the person within five minutes to book a free consultation.

Derek reports that his set rate improved measurably when he took control of the booking process instead of letting leads select—or not select—a time slot themselves through a booking system. In free consultations, the Hardbat crew uses an iPad sales binder to make sure everything is presented clearly and professionally.

If you only take one thing from this show, take this: Prioritize responding to leads as quickly as possible.

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2:43 - Lead nurture and speed of follow-ups

6:13 - Social media targeting

12:22 - Creating systems

14:23 - Tracking metrics

20:52 - Improving sales numbers

Set, Show and Close Rates: What the World's Top Gyms Did in December

Mon, 30 Jan 2023 00:00:00 -0500

Chris Cooper checks in with exact client-acquisition stats from the top gyms in the world. He'll tell you how many consultations the best gyms book each month, how many people show up for the appointments, and how many sales are made.

Set, show and close rate leaderboards are just a few of the many Two-Brain creates each month to determine which gyms are posting the best stats. We use these leaderboards to track progress and celebrate wins but also to identify new best practices used by the leaders. If their tactics stand up to rigorous testing, we'll tell you about them so you can grow your gym.

You'll get info on three client acquisition leaderboards from December 2022 in this episode, as well as Chris's insight into how these top gym owners posted such impressive numbers.

Check out what the best are doing and then take action to make your gym's sales funnel sing.

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Gym Owners United

1:40 - Set, show and close rates in gyms

2:34 - Set rate leaderboard

5:32 - Show rate leaderboard

8:14 - Close rate leaderboard

11:48 - How to use set, show and close rate stats to improve your gym

Gym Owner Quadruples Salary, Cuts Weekly Hours by 40 Percent

Thu, 26 Jan 2023 00:00:00 -0500

Gym owner Corey Lapell has more than doubled his revenue, almost doubled his membership, reduced his work hours dramatically and quadrupled his salary since August 2020.

When COVID hit, the longtime CrossFit affiliate owner knew he needed help. Corey turned to Two-Brain, and his mentor got him to take action: writing SOPs, creating contracts, installing a hiring process, rebranding and more.

The result of the hard work? Corey and his partner transformed their Vancouver gym from a labor of love into a thriving fitness business. Corey is now enjoying more time with his family, and he's able to focus on building a better business for his clients. In fact, he's now taking bold steps to purchase a building to ensure Empower is able to serve its members for decades.

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Gym Owners United

0:45 - Empower's structure, business model and 2020 COVID plan

3:19 - The fear of signing up for mentorship while losing money

5:40 - Taking action when a mentor "kicks your ass" and pushes you

9:40 - Dividing roles between owners, and Corey's focus on SOPs

13:28 - Rebranding to market personal training and specialty groups

18:05 - From making $1,000 a month in 60 hours to $4,000 in 35

21:50 - Corey's advice to other affiliate owners

Free Gym Trials Are 2015. Here’s How to Get High-Value Clients Now.

Mon, 23 Jan 2023 00:00:00 -0500

You might be tempted to offer a free trial to get some new clients at your gym, studio or affiliate—that's a mistake.

Years ago, prospective clients might have wanted to "taste the intensity" before signing up. But we're not in 2015 anymore.

Now, fitness consumers know what functional fitness is. They aren't looking to sample a one-size-fits-all workout. They have specific fitness and nutrition problems, and they want to know how your gym can solve them. The only professional way to present your solution is with a free consultation.

The data from thousands of gyms is clear: On average, doing a free consultation instead of a free trial will increase length of engagement from 8 to 13 months.

It will also allow you to present the best, most complete solutions to prospective members, and some of them will want your premium packages. That increases average revenue per member. Best of all, a consultation ensures you give clients exactly what they need to get the results they want and improve their lives.

Free trials are a thing of the past. To build a stronger business, start using free consultations.

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0:45 - The consultative process

1:44 - Length of engagement stats

3:16 - Client value

5x Revenue in One Year? This Gym Owner Did It!

Thu, 19 Jan 2023 00:00:00 -0500

With the help of a Two-Brain mentor, Evan Armstrong increased his gym's revenue by 500 percent in just one year. Here's how he did it.

First, he quit his day job and shifted his attention to growing his gym/physical therapy business. He clearly mapped out his client journey, then he systemized and optimized as many tasks as he could before automating the systems.

He also overhauled his website to make it easier for potential clients to engage with him, and he dramatically improved his sales process with a video "sales binder" to ensure he wasn't winging it during consultations with prospective members.

Evan committed to improving his business one percent every day with clear, actionable tactics from a mentor, and now he's working for even greater success.

Listen, then take action so you can boost your revenue, too.

Links

CrossFit Gym Business Plan

Chris Cooper's "Gym Owners Handbook"

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Gym Owners United

3:35 - Growth of Evan's business

7:08 - The 1% improvement mindset

16:46 - Day-to-day mentorship

21:35 - What's next for Evan's gym?

27:46 - How to 5x your revenue: Evan's advice

Your Gym Needs an On-Ramp Program. Here’s Why.

Mon, 16 Jan 2023 00:00:00 -0500

An onboarding program is a guaranteed way to ensure real change in the lives of clients at your fitness business—and yet it's often overlooked by gym owners.

On today's episode of Run a Profitable Gym, Two-Brain Business founder Chris Cooper explains how an on-ramp or other onboarding program will decrease client churn, reduce the risk of injury or discomfort in your gym, and set up your clients for success over a period of years.

And let's not forget that clients who stay for years produce recurring revenue and referrals, and they reduce marketing costs.

Onboarding programs can be used at any fitness facility: access gyms, affiliates, personal training studios, strength and conditioning facilities, franchises and more. Remember: the first period of gym membership is critical to long-term retention, so the more work you put into an onboarding program, the stronger your business will be.

To hear more from Chris and the Two-Brain team, join Two-Brain's Gym Owners United group for daily tips and free business guides.

Links

Gym Owners United

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0:40 - Why you need an onboarding program

4:26 - Adjusting your onboarding program

6:09 - Data on onboarding programs in gyms

$11,000 to $24,000 in Monthly Revenue in Less Than 1 Year

Thu, 12 Jan 2023 00:00:00 -0500

Colby Knepp's gym revenue more than doubled in fewer than 12 months. In this video, he explains exactly how he did it.

So how did he generate incredible growth at his PT studio in Colorado? According to Colby, Step 1 was hiring a mentor, and Step 2 was doing everything she told him to do.

Of particular note, Colby researched mentorship as part of his business plan to open a gym. Instead of flying solo and making mistakes, he used Two-Brain's data, resources and tactics to open with members and pay himself on Day 1. Then he used more business tools to hire staff, grow his gym, increase profit and reduce work hours.

Now, he's steadily attracting new high-value clients to Olde Town Athlete without advertising, and he's retaining members to build a strong, sustainable fitness business.

You can do the same thing.

Links

Two-Brain Business Prescriptive Model

How to Open a Gym With Dozens of Members on Day 1

Book a Call

Gym Owners United

12:06 - Colby's strategies for increased revenue

20:38 - Why mentorship is necessary for real growth

28:34 - The trajectory of your business after revenue growth

How to Boost Profit and Retention With the 2023 Intramural Open

Mon, 09 Jan 2023 00:00:00 -0500

The Intramural Open is a fun, annual, multi-week competition to run in your gym. Chris Cooper created it more than a decade ago as a way to boost morale, improve retention and generate revenue.

In this episode, Chris walks you through the updated 2023 Intramural Open guide. He'll tell you what the event is all about and how to run it. He's got a timeline, a scoring system, a host of coaching tips and a "survival guide" for organizers.

Most important of all, Chris will tell you exactly how to use this signature event to make money for your business, whether you run the Intramural Open on its own or in conjunction with the CrossFit Games Open.

The Intramural Open isn’t just about building up your members. It’s about building up your business.

Links

Click to get the 2023 Intramural Open guide

Gym Owners United

Book a Call

1:24 - History of the Intramural Open, where it came from, how to get the guide

4:23 - The 2023 timeline

12:30 - Setup and pre-event activities

16:02 - Running the competition and coaching

19:09 - KEY MOMENT: How to generate revenue

22:00 - How to put clients on podiums, plus survival tips

Can a Gym Owner Add $6,000 in Revenue in 8 Weeks?

Thu, 05 Jan 2023 00:00:00 -0500

Austin Ruesink runs Big Time Results—and he got exactly that through the Two-Brain RampUp program for gym owners.

With guidance from a mentor, Austin added $6,000 of revenue in eight weeks, reduced his work hours and moved his average revenue per member into the $300-$350 range.

In this episode, Austin talks about how he was nearing burnout before a mentor helped him take clear action to offload some tasks so he could focus on growing a newly purchased business.

With a staff playbook and roles and responsibilities in place, Austin was able to focus on optimizing his sales process by creating a sales binder. He also spent time doing goal reviews with clients, which improved retention and helped him connect clients to additional services that would help them.

If you're looking to build your fitness business fast, Two-Brain's RampUp program can help you do it.

Links

Gym Owners United

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1:44 - Before and after RampUp

3:40 - The short summary of Big Time Results

7:00 - Why get a mentor?

13:48 - $6,000 gross revenue increase in eight weeks

21:00 - Reductions in work hours

24:19 - Retention of high-value clients

The Biggest Threat to Microgyms (and How to Deal With It)

Mon, 02 Jan 2023 00:00:00 -0500

What's hurting your gym or fitness business the most? Not doing regular Goal Review Sessions with clients.

First and foremost, goal reviews provide an opportunity to strengthen your relationship with each client just by talking one on one. You can also check in on progress. If you ask the right questions, you'll find out if your training plan is producing results or if it needs to be adjusted to bring success. In some cases, clients will want to upgrade to more valuable services.

While goal reviews provide an opportunity to audit your gym programming and help your clients reach their goals sooner, they also allow you to remind clients of all the progress they've already made. Some won't realize how far they've come, and reminding them will measurably improve your retention.

How often should you do goal reviews at your gym, PT studio or affiliate? At minimum, you should do them every 90 days. If you do, your average revenue per member and length of engagement will improve.

Links

Gym Owners United

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0:33 - Retention stats in gyms

1:24 - What are "goal reviews"?

4:35 - How goal reviews increase value to the client

6:13 - Saving relationships with goal reviews

9:12 - How often should you do goal reviews with gym clients?

Revenue Rocket Ship: When You Work on a Gym, Not in It

Thu, 29 Dec 2022 00:00:00 -0500

Two-Brain's November 2022 gross revenue leaderboard for gyms ran from $46,000 to $73,000. Ashley Sell put Midwest Strength and Performance in the Top 10, and she's here to explain exactly how she did it.

Working with a large, six-owner team across two locations, Ashley knew that hiring a mentor was the key to pulling everyone together. Her specific management role? Growing the business. To do that, she used a number of tactics, including relocating to be closer to perfect clients, switching to a subscription model for personal training, and establishing solid business systems to support every aspect of the business.

As a result of Ashley's focused efforts, the gym's revenue took off in 2020. She even provided a graph to illustrate how her actions produced astronomical results. The visual: dramatic growth clearly starting in 2020 and continuing over the next years.

If you're struggling to generate revenue at your gym, take heart: A quick turnaround is possible if you do the right things at the right time.

Links

"Intrapreneurialism 101"

Gym Owners United

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1:33 - Ashley's business model

7:19 - Systemization and moving to subscriptions

8:40 - The value of mentorship and sales skills

12:04 - What the subscription model looks like

14:19 - Delivering a high-quality product

20:08 - Hiring and staff development

26:00 - Career roadmaps and how they help

Growing Your Gym in Wartime and in Peacetime

Mon, 26 Dec 2022 00:00:00 -0500

Gyms, affiliates and PT studios often don't grow steadily. In the fitness world, business growth is usually a series of steps forward and back. The key is to always grab more total ground than you give.

In wartime, you're fighting fires and dealing with emergencies. You've got to run lean and make tough decisions to make sure you don't slide too far back. To help you hold your ground, Chris Cooper has five audits you can perform in times of trouble.

When things are good, resist the urge to coast. If the road is free of traffic, that's when you step on the gas and build as much momentum as possible. If you follow that plan, you'll be prepared for the next tough period.

By planning for both good times and bad times, you'll ensure that your fitness business becomes a strong, stable enterprise that provides health for your clients, careers for your coaches and wealth for your family.

Links

Gym Owners United

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1:10 - What is wartime?

1:56 - The five audits for wartime

6:20 - Why sprint in peacetime?

$100 ARM Increase: How Trista Eason Did It

Thu, 22 Dec 2022 00:00:00 -0500

Trista Eason, owner of Flex Appeal in Wichita Falls, Texas, successfully bounced back after the pandemic with the help of her Two-Brain Business mentor: She boosted her average revenue per member (ARM) by over $100.

In this episode, Eason tells all so you can do the same thing at your gym, personal training studio or affiliate.

Trista did a few key things to increase her ARM. First, she swapped out her free intro class for a consultation called a No Sweat Intro, and then she dialed in her client avatar.

By offering specialty courses that addressed her ideal clients' needs, she was able to offer more value than ever before. Finally, she successfully moved up "the value ladder" by getting the right staff in the right seats so she could focus on growing the business and working as a CEO.

If your ARM needs work, listen and then take action to drive the number up.

Links

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0:18 - Trista's short success summary

5:08 - Hiring help

8:30 - Specific action to increase average revenue per member

15:16 - Additional revenue generators

20:00 - Systems that support gym growth

State of the Fitness Industry: 2022

Mon, 19 Dec 2022 00:00:00 -0500

Every year, Two-Brain Business publishes an industry-defining report for owners of gyms, personal-training and boutique studios, strength and conditioning facilities, CrossFit affiliates, martial-arts businesses, and 24-hour access gyms.

You can get the 56-page report for free here.

In this video, Chris Cooper goes through the report and offers his insight into stats you won't see anywhere else. Find out:

What gym owners make and how many hours they work.
The ratio of profitable and unprofitable gyms.
What others are charging for group training and PT.
How much gyms spend on rent and staffing.
How much space gyms rent.
What top-earning staff members make.
CrossFit LLC affiliation stats and approval ratings.
What class times are most popular.
How gyms use nutrition programs, online coaching and supplement sales to make money.

Don't fly blind in 2023. Get the report and use this data to make sound decisions and grow your fitness business or coaching practice.

Links

Gym Owners United

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4:06 - Clients

15:00 - Client value

33:10 - Retention

35:15 - Expenses

38:04 - Staff

41:00 - Owner benefit

46:50 - Industry

What Happens on a Call With a Gym Mentor?

Thu, 15 Dec 2022 00:00:00 -0500

Mentorship—how does it work?

In this episode of Run a Profitable Gym, you'll find out.

Host Mike Warkentin talks to gym owner Nate Boley, who explains exactly how he uses a mentor to grow his business, Strength Warehouse in Bend, Oregon.

The key: Nate's mentor tailors her coaching to him. She helps him focus, prioritize and take action that gets measurable results. Sometimes they solve problems and address emergencies, and sometimes they review metrics and make forward-thinking, step-by-step action plans to improve the business. Every project comes with resources and support that ensure success.

If you've ever though about hiring a mentor for your gym, personal training studio, CrossFit affiliate, or strength and conditioning gym, this episode will give you a gym owner's perspective on working with a mentor.

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1:10 - Finding focus and dealing with overwhelm

5:36 - Fighting fires vs. planned growth activities

7:05 - Action plans between one-on-one calls

9:51 - Examples from Nate's last mentor call

15:30 - The value of mentorship

18:00 - Nate's future plans

When to Listen to Your Clients (and When Not To)

Mon, 12 Dec 2022 00:00:00 -0500

You're in the service business—but that doesn't mean you always have to listen to your clients.

As a gym owner, you need to carefully consider when to give the squeaky wheels the grease and when to keep your own counsel.

In this episode of Run a Profitable Gym, Chris Cooper gives you an exercise that will help you identify your best clients, and he'll help you use them to improve your gym or fitness business.

A word to the wise: Avoid member surveys at your gym or affiliate. Your clients deserve your respect and care, but their feedback won't help you grow your business. Your best clients won’t give you anything actionable in a survey. Your worst clients will complain and expect action. Worst of all, surveys make it easy to confuse the squeaky wheels with the people who are really driving the train.

Instead of surveys, identify your best clients. Take them for coffee. Listen carefully. They won’t give you good advice on how to run your business (that’s a mentor’s job), but they’ll tell you how to serve them more—and how to find others like them, too.

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1:40 - Identifying your best clients

3:50 - Questions to ask your best clients

5:35 - When to ignore clients and members of the "loud minority"

10:30 - Why surveys are a bad idea

Her Gym Grossed $6k Per Month. Now It Pays Her $6k Per Month.

Thu, 08 Dec 2022 00:00:00 -0500

Gym owner Ashley Kates made significant gains in just six months after hiring a Two-Brain Business mentor:

- Her take-home pay increased.
- Her gross revenue at her training studio increased.
- Her husband was able to quit his job to be a stay-at-home dad.
- She worked fewer hours and had less stress at her gym.

With the help of a business coach, Ashley solidified her fitness business with procedures and policies, and she mapped out her client journey to include data-backed best practices. From there, she implemented a lead-nurturing process that fed perfect clients into a business that was carefully created to help people accomplish their goals through high-value coaching.

By adding touch points throughout the client journey, Ashley increased length of engagement (retention) and drove her average revenue per member way above $300.

The result: She's now running a sound, profitable business, and she's living the life she wants.

Links

Gym Owners United

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0:57 - Pre- and post-mentorship statistics

2:41 - The exact changes Ashley made with a mentor

7:58 - Is mentorship worth the investment?

9:34 - The business model at Mom+me Strong

14:41 - Ashley's future plans for her gym

18:16 - Ashley's advice to other gym owners

How to Build a Referral Network for Your Gym

Mon, 05 Dec 2022 00:00:00 -0500

The key to exponential growth in your gym: have your clients bring you more clients.

Your existing members are one of the most valuable assets to a gym owner— but your clients aren't salespeople, even if they see the immense value of your service. You just can't wait around for them to bring more members into your gym, studio or affiliate.

So how do you create a "referral culture" in your business and your community? In this show, Chris Cooper shares advice he earned by creating a referral system that continuously supplies clients to his gym—even during COVID shutdowns and tough economic times.

Anyone can use this marketing technique, and the time you spend on it will prove to be a great investment that compounds over time. With a strong network in place, you'll reduce your marketing costs for years and enjoy a steady stream of very warm leads who are eager to train with you.

Links

Gym Owners United

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1:49 - Five steps to building a referral network in your gym

16:43 - What can a referral network do for you in the Tinker Phase?

17:20 - Setting up a referral web for your entire town

The Secrets of Huge Client Counts in Coaching Gyms

Thu, 01 Dec 2022 00:00:00 -0500

Jake Fields runs a profitable gym with a lot of clients. That's an important distinction because piles of clients don't guarantee profitability.

Fields has close to 300 members at his CrossFit affiliate and earned a spot on Two-Brain's leaderboard for most clients in October 2022. In this episode, he shares the secrets of how he retains and acquires members.

For Jake, it's all about systems: He has specific processes to generate leads, prequalify them, sell to them with free consultations, onboard them and retain them for years. The staff at CrossFit Devotion have their roles clearly laid out, and they know how success is measured.

It wasn't always this way. At one point, Fields was losing clients as fast as he was acquiring them. Then he solved his retention problems with systems and now has his business running like a well-oiled machine.

Links

How to Sell With Bonuses

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Gym Owners United

1:08 - Retention at CrossFit Devotion: systems and client success managers

10:48 - Client-acquisition strategies

20:42 - Systems, procedures and getting the client count unstuck

How to Make $100,000 as a Personal Trainer

Mon, 28 Nov 2022 00:00:00 -0500

Making $100,000 as a personal trainer might seem impossible at first. But it can be done if you create the right business plan.

It's not enough to just be a great coach. You need coaching skills for sure, but they must be balanced by entrepreneurial skills if you're going to create a career in the fitness industry.

On today's episode of Two-Brain Radio, Chris Cooper—a former personal trainer and current gym owner—tells you exactly how to build a coaching practice that will allow you to earn $100,000 a year in a PT studio, commercial gym or CrossFit affiliate. He'll give you three ways to make 100 grand, as well as six reasons you aren't hitting that number now.

Use this info to build a business that helps clients and provides a great income for you and your family.

Links

Book a Call

Gym Owners United

0:53 - Three ways to make $100,000 per year

28:31 - Six reasons you're not making $100,000 per year

44:33 - How to resolve those six issues and find succcess

Rising From the Ashes of Addiction: The Phoenix

Thu, 24 Nov 2022 00:00:00 -0500

The Phoenix uses the power of movement and activity to help sober people rise from the ashes of addiction all over the United States. Through activities such as CrossFit, yoga and indoor climbing, recovering addicts or substance users develop positive coping mechanisms, make new connections and see the possibilities in a sober life.

Chris Cooper talks with Scott Strode, founder of The Phoenix, about his story and the purpose of his project.

If you're sober or struggling with substance abuse, there is real, transformative help for you. If you're a gym owner looking to incorporate The Phoenix into your business, click the link below to affiliate or send an email to get a program running in your gym.

If you see people struggling in your area, affiliating with The Phoenix could change countless lives in your community.

Links

Contact to bring The Phoenix into your gym: mbakhtiari@thephoenix.org

The Phoenix Affiliation Link

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Gym Owners United

0:24 - What is The Phoenix?

2:54 - How the process works

11:42 - Relationship between intensity and efficacy

17:23 - The "third time" rule

20:46 - Bringing Phoenix programming into gyms

36:58 - How to become a Phoenix affiliate

How to Beat Black Friday: 5 Revenue-Generating Tactics

Mon, 21 Nov 2022 00:00:00 -0500

As Black Friday approaches every year, gym owners are always tempted to offer massive discounts and promote wild sales.

Don't do it at your gym or strength and conditioning facility.

If you slash your rates and give away free months at your PT studio or affiliate, you'll blow a hole in your profit and destroy your cash flow.

So what should you do instead of discounting your services? Chris Cooper is behind the mic to give you five proven, tested strategies for generating a ton of year-end revenue at a gym.

Instead of hurting your bottom line on Black Friday, take action to use one or more of these money-making tactics at your gym.

Links

Top 5 Tactics to Generate Year-End Revenue

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Gym Owners United

1:10 - Why you don't need Black Friday sales

3:25 - Bonus tactic: "gratitude day"

4:00 - Paid-in-full problems

9:50 - How to say no to discounts

20:45 - The five tactics

How to Generate 20 Percent of Gross Gym Revenue Through Nutrition

Thu, 17 Nov 2022 00:00:00 -0500

Two-Brain's data shows that only about 65 percent of gyms offer nutrition coaching despite the fact that it's relatively low drag, it doesn't require space and overhead, and it's a perfect complement to fitness programming.

Get this: Some gyms and affiliates use nutrition services to generate 20-30 percent of their total revenue.

If you haven't added nutrition coaching to your gym, you're missing out on a huge opportunity, and your clients might not be getting optimal results.

So why isn't everyone offering the service? Because most gym owners don't know where to start.

To help you take action today, Clark Hibbs of Yellow Rose Fitness talks about starting an in-house nutrition program at his gym. He shares every detail of the program so you can create your own version. With his simple do's and don'ts, you could be on your way to increasing your gross revenue with nutrition coaching in no time.

Links

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Gym Owners United

1:35 - Importance of a nutrition program in a gym business

4:18 - Early stages of introducing nutrition

7:17 - Retention and length of engagement

13:20 - What do gym owners need to create a nutrition program?

23:54 - Clark's advice for starting a nutrition program in a gym

Creating Collaborators Instead of Competitors

Mon, 14 Nov 2022 00:00:00 -0500

Because gym owners are always afraid they'll lose clients, they often view any other care providers as competition.

But as a fitness coach, CrossFit affiliate or gym owner, you aren't in competition with athletic therapists, physiotherapists, doctors and chiropractors. In fact, you can actually connect with these local professionals to create referral webs that are worth hundreds of thousands of dollars.

In this episode, Chris Cooper presents eights steps for creating more local connections than the electric company, as well as a host of real-world examples that show what can happen when you make it a habit to connect with people and offer help whenever you can.

Links

Book A Call

Gym Owners United

1:00 - You're not a therapist!

6:02 - Scope of practice and the sickness-wellness-fitness continuum

11:47 - Connecting with others in the local community

15:20 - 8 steps to more local connections

18:59 - Real-world examples

The Next Level of Entrepreneurship: The Tinker Program

Thu, 10 Nov 2022 00:00:00 -0500

Gym owner Chris Plentus walks you through the ins and outs of the Tinker program, Two-Brain's mentorship system for top-tier gym owners and other advanced entrepreneurs.

You'll learn what to expect from mentorship at this stage, what you'll get in the program, and how others have used Tinker to grow their businesses and leadership skills exponentially.

If your gym is stable and doesn't eat up all your time, and if you're paying yourself about $100,000 per year, you're probably wondering what to do next as an entrepreneur. That's where Tinker comes in. The goal of the program: help entrepreneurs reach $1 million in net worth so they can create legacies for their families and pursue more opportunities to help in local communities.

Links

Founder, Farmer or Tinker? Take the quiz!

Two-Brain's Tinker program

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Gym Owners United

0:47 - What is a tinker?

3:51 - Finding your path as a tinker

7:59 - The resources of the Tinker network

10:10 - The Tinker program structure and benefits

18:28 - The great things tinkers are doing

23:41 - How do you know you're ready for Tinker?

28:02 - New projects and taking action through accountability

31:12 - Advice for people who are thinking about joining Tinker

The Key to Selling Coaching: Done With You Services

Mon, 07 Nov 2022 00:00:00 -0500

Is Peleton your competition?

No. As a fitness trainer, you're selling coaching, not bikes and workouts. You're selling a tailored plan designed to help each individual find success—even if that plan is executed in a group setting, like in a CrossFit affiliate or functional fitness studio.

That concept—using "done-with-you services" to get clients impressive results—is actually the secret to making more money as a personal trainer or coach. The more you customize a program for a client, the more it's worth—to the client and to your business.

For example, some coaches now sell high-ticket services with tons of touch points and huge amounts of customization. The right clients are only too happy to pay a premium for these services.

If you want to learn more about how to create valuable services at your gym or studio, this episode is for you.

Links

Gym Owners United

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4:00 - Done-for-you, do-it-yourself and done-with-you services

8:21 - Done with you: getting results faster

13:00 - Done-with-you services and value

17:15 - High-ticket done-with-you services

17:45 - Done-with-you services for gym owners

70 Hours a Week to 12: How Shane Rider Did It

Thu, 03 Nov 2022 00:00:00 -0400

Gym owner Shane Rider was working way too much, and he was starting to burn out.

Then he learned how to offload tasks step by step so he could free up his time to grow the business. Once he started that process, revenue and profit increased, and Shane got way more free time.

Now, he works as the CEO of his gym and does only the things he enjoys.

If you're working too many hours at your PT studio, gym or CrossFit affiliate, Two-Brain can teach you how to "level up" and get your time back.

Links

Book a Call

Gym Owners United group

1:35 - Learning to delegate

6:24 - The offloading process: roles and tasks

13:00 - Mentorship and guidance to become a CEO

21:09 - Financial improvements

23:31 - Then and now: Shane's new work hours

28:00 - Advice for other overworked gym owners

Best Books of 2022 for Gym Owners

Mon, 31 Oct 2022 00:00:00 -0400

Good books are crucial to personal and business growth. In today's episode of Two-Brain Radio, Chris Cooper and his team of mentors share the books that helped them most in 2022.

Application is more important than information: The books you'll find on this list will help you take clear action to improve yourself and your gym, fitness business, CrossFit affiliate or personal training studio.

Use the links below to purchase through Two-Brain's Amazon affiliate account. Two-Brain donates any proceeds through the Business Is Good platform to teach entrepreneurship and financial literacy to children.

Links

Gym Owners United

Book A Call

"Measure What Matters"

"Built To Sell"

"Extreme You: Step Up. Stand Out. Kick Ass. Repeat."

"The Dip"

"Fanatical Prospecting"

"The 7 Habits of Highly Effective People"

"The Daily Stoic"

"Making Numbers Count"

“Everyone Communicates, Few Connect”

“Who Do You Want to Be a Hero To?”

“The Conversion Code”

“Rich Dad’s Guide to Investing”

$827 Average Revenue Per Member: All Things Revealed

Thu, 27 Oct 2022 00:00:00 -0400

Can you imagine earning $827 from every client at your gym?

It's possible.

Today on Two-Brain Radio, Josh Elsesser of Invictus Fitness explains how his gym landed on the Two-Brain leaderboard for average revenue per member with a score of $827.

Josh will give you a host of things you might consider using at your gym, including semi-private coaching, VIP programs involving mindset coaching, and regular client check-ins. He'll also tell you which advertising platform is working best for him right now, as well as how he reacquires departed members.

As a gym owner, your first ARM target should be about $205 per member. But you don't have to stop there. Listen to hear what's possible.

Links

Secrets of Semi-Private Training and Monster Average Revenue Per Member

Book a Call

Gym Owners United group

1:09 - Josh's business model

7:39 - Where Josh finds high-value clients and gets them started

14:04 - Goal Review Sessions and retention

18:55 - The "client experience director"

24:57 - Reacquiring departed members

How to Earn More: Secrets of Value for Gym Owners

Mon, 24 Oct 2022 00:00:00 -0400

As a gym owner, you probably aren't being paid what you're worth—but you can change that.

Today, Chris Cooper channels Bob Burg of "The Go-Giver" and explains that value has five parts: excellence, consistency, empathy, attention and appreciation. Chris provides tips on how gym owners can focus on each element to raise their value, help people to a greater degree and make more money.

Remember, it's not enough to be a great coach. To succeed as a gym owner, CrossFit affiliate owner or studio owner, you must create value for your clients.

Links

Book a Call

Gym Owners United group

1:30 - Excellence and consistency

4:57 - Empathy and attention

8:52 - Appreciation

How This Gym Owner Makes $867 an Hour

Thu, 20 Oct 2022 00:00:00 -0400

Keith Yungel of CrossFit Pawling used to work endless hours doing every task at his gym. He missed time with his family, and his hourly rate was low.

Now, as the CEO of his fitness business, he's working about 10 hours a month and taking home $867 per hour. He made the transition in about 2.5 years, and he'll tell you exactly how he did it.

The key: creating standard operating procedures for every role in the gym, then filling those roles and mentoring team members to success.

If you're asking how to make more money in less time at your gym, studio or CrossFit affiliate, Keith lays out the exact steps his mentor gave him to reclaim his time and earn the income he deserves.

Links

Book a Call

Gym Owners United group

3:43 - Offloading tasks and becoming a CEO

8:30 - Creating standard operating procedures

13:38 - Keith's current high-value roles

17:09 - How to start reclaiming your time at your gym

How to Find Clarity and Build Wealth as a Fitness Entrepreneur

Mon, 17 Oct 2022 00:00:00 -0400

How do you figure out what to do as a fitness entrepreneur to move your business forward?

The possibilities are endless, so Chris Cooper gives you five filters you can use to evaluate your options. Then he lays out a clear point of focus for each of the first three stages of entrepreneurship.

Using these tools, you'll be able to find the clarity you need to take specific actions to grow your business.

If you ever feel confused, overwhelmed or like you're spinning your tires, this is the episode for you.

Links

Book a Call

Gym Owners United group

How to Create Impact and Legacy as a Gym Owner

Founder, Farmer, Tinker, Thief Quiz

1:46 - The five filters

2:58 - The BS filter

4:40 - The math filter

5:54 - The time filter

6:57 - The variables filter

8:26 - The context filter

10:18 - Clarity in Founder Phase

11:57 - Clarity in Farmer Phase

16:15 - Clarity in Tinker Phase

Four Hard-Won Rules for Staffing in a Gym

Thu, 13 Oct 2022 00:00:00 -0400

Staffing mistakes—they're all too common in gyms and other small businesses.

Chris Cooper has made a ton of errors with staff in many businesses over the years, and today he'll share his four golden rules for staffing with you.

These rules come from Cooper's trial and error, but if you listen and take action, you can avoid mistakes, heartache and stress at your fitness business.

Links

Book a Call

Gym Owners United group

1:09 - The first rule

3:13 - The second rule

5:36 - The third rule

11:28 - The fourth rule

How to Open a Gym With Dozens of Members on Day 1

Mon, 10 Oct 2022 00:00:00 -0400

It used to take new gym owners a long time to get to profitability. But now fitness entrepreneurs can blow past the once-mandatory period of losses and struggling to start earning money fast. The key: the book "Start a Gym" by Chris Cooper—along with the related course and free resources.

Cooper, a gym owner, created the package to help fitness entrepreneurs build strong, stable businesses that last for decades, and you can use it to get your business on the right track today.

In this episode of Two-Brain Radio, Mike Warkentin talks to gym owner Chris Plentus about how he used one part of the Start a Gym plan to add about 70 new members on his move to a new location. Plentus relied on the Founders Club tactic for this growth, and new gym owners can use the exact same plan to launch a new business with 60, 70, 80 or even 90 members signed up and ready to go on Day 1.

No secrets here. Plentus shares exactly what he did to add these members, and Warkentin will tell you exactly how you can get an instruction manual and free Founders Club resources.

If you're starting a gym, this episode is the key to becoming profitable fast.

Links

Start a Gym website, course and free resources

Book a Call

Gym Owners United group

1:50 - The Founders Club adds 70 members to Kanna Fitness

3:02 - The Founders Club offer details

13:13 - Adding value without discounts

20:45 - The Founders Club timeline

23:00 - How much work and time does the Founders Club tactic require?

26:38 - How the Founders Club helps gym owners reach profitability

The Easy Way to Fire a Gym Client

Thu, 06 Oct 2022 00:00:00 -0400

You know that problem client needs to go—so how do you solve the problem without misery?

In this episode of Two-Brain Radio, Chris Cooper explains how you can set up referral partners who will be able to help the clients you can't. With this network in place, you'll be more likely to offload clients you don't want so you can focus on your best clients.

If you don't have a plan, you're likely to get angrier and more frustrated with your worst clients, then eventually blow up. That's bad for you, the client and the business.

To get ahead of issues, listen to this show, then take action. When you determine a client is a bad fit for your gym, you'll have a plan in place.

Links

Seed Clients and Weed Clients

Book a Call

Gym Owners United group

1:45 - Referring bad fits elsewhere

3:50 - Finding referral partners in your town

7:21 - Learning from a mistake

Not Every Client Is a Good Fit for Your Business

Mon, 03 Oct 2022 00:00:00 -0400

You might feel like you need every single client at your gym.

But the truth is that subpar, unpleasant clients will prevent you and your staff from doing great work with A+ clients.

Today, Chris Cooper will explain why you don't need "bottom feeders" and how to prevent them from taking up space in your business. You can still serve them—by helping them find a different place to train.

By allowing only the very best clients into your gym, you'll create an environment everyone will love, and your stress levels will drop dramatically.

Links

Bigger Isn't Better (and It Might Be Way Worse)

Seed Clients and Weed Clients

Gym Owners United

Book a Call

0:54 - The Goldfish

5:00 - Bigger isn't better

9:45 - Dealing with clients who don't fit

12:20 - Finding referral partners

Your Gym Contract Could Make You a Felon: Here's How to Fix It

Thu, 29 Sep 2022 00:00:00 -0400

That contract you found on the internet and altered for your gym—it might not hold any weight.

Worse, it could get you in big trouble with the law.

Most gym owners don't know it, but membership contracts must be carefully crafted to ensure they fall in line with local standards designed to protect consumers. If your contracts fall outside those standards, you could be at great risk.

On today's episode of Two-Brain Radio, gym owner and lawyer Matthew Becker of Gymlawyers.com returns to discuss differences in state laws and how you can make sure your contracts are up to code. Listen, then take action to reduce your risk. And if you're lost when it comes to evaluating your contracts, Matthew can help.

Links

Gymlawyers.com

Book a Call

Gym Owners United group

2:42 - Do you really need a written contract?

3:28 - State laws on prepaid membership contracts for gyms

7:05 - What needs to be in your contract?

12:19 - Cancellation and refund policies

14:04 - The buyer's-remorse clause

16:32 - Differences in contract laws between states

21:32 - How do you start figuring this out for your gym?

24:35 - Penalties for illegal contracts

Why and How Gym Owners Can Give Themselves Raises

Mon, 26 Sep 2022 00:00:00 -0400

When gyms start making more money, their owners often don't think about paying themselves more. But your business exists to serve you, and you deserve to earn a good living from your gym.

On today's episode of Two-Brain Radio, Chris Cooper offers four reasons to charge more at your gym, and then he provides five ways to give yourself a raise.

Two-Brain exists to help you make more money from your business so you can change more lives. If you're struggling to pay your bills and never get home in time to see your family, you'll have nothing left for your community. Pay yourself what you're worth, then devote your extra time and energy to serving others.

Links

Gym Owners United

Book a Call

0:35 - Reasons to charge more at your gym

5:10 - Why you should give yourself a raise

6:50 - How to make sure your income grows as your gym grows

11:50 - How to use your new income

Your LLC Isn't Protecting You if You Do These 5 Things

Thu, 22 Sep 2022 00:00:00 -0400

You might think setting up an LLC for your gym is enough—but it might not be.

In fact, you might be doing five things—accidentally or on purpose—that severely limit your corporation's ability to protect you.

For example, if you use your corporation's bank account as your personal piggy bank, you'll find yourself personally vulnerable in the event of a lawsuit. No operating agreement? No protection. Cut corners with paperwork? You're at risk.

But you can prevent the ability of litigators to "pierce the corporate veil" by following Matthew Becker's advice. Becker is the owner of Gymlawyers.com and Industrial Athletics in Pittsburgh, Pennsylvania. In this video, he details the five ways gym owners kneecap their corporations and increase their personal risk.

Watch, then take Matthew's recommended steps to protect yourself and your business.

Links

Gymlawyers.com

Gym Owners United

Book a Call

1:57 - What is an LLC and what does it do for gym owners?

4:07 - Operating agreements

7:22 - Distributions

10:42 - Taxes

12:18 - Commingled funds

14:40 - Lack of formality

18:56 - Recap

Delivering a 10 out of 10 Experience for Clients

Mon, 19 Sep 2022 00:00:00 -0400

Clients stay with your business for two main reasons: They're solving the problem that brought them to you and they're enjoying the process.

So how can a business owner ensure both of those things are happening for every client in the gym?

In today's episode of Two-Brain Radio, Chris Cooper shares some tips from gym owner and Certified Two-Brain Mentor Jeff Jucha. Listen and learn how to deliver a successful, personalized program that will guarantee client success and happiness.

Links

Delivering a 10-out-of-10 Experience

Book a call

Gym Owners United group

1:26 - Figuring out each client's "10 out of 10" experience

5:03 - How to deliver that experience

7:32 - Checking in with clients regularly

9:44 - Converting this experience into long-term retention

How to Grow Your Business With Partnerships

Thu, 15 Sep 2022 00:00:00 -0400

Partnerships: They can be great. But they can also cause you to lose money and time.

In this episode of Two-Brain Radio, Chris Cooper lays out the three levels of partnership that will tempt gym owners. For each level, Chris will tell you exactly what to do, and he'll provide examples of common mistakes entrepreneurs make.

Listen, then use this info to ensure any partnership you make provides you with a clear investment on your money and time investment.

1:47 - Risks of partnerships

2:45 - The first level of partnership

4:55 - The second level of partnership

7:40 - The third level of partnership

10:40 - Mistakes and examples

16:39 - Chris's basic rules for partnerships

Where to Find Gym Staff During a Labor Shortage

Mon, 12 Sep 2022 00:00:00 -0400

Are you struggling to hire at your gym? Chris Cooper has the answer.

First, maybe you're trying to fill the wrong roles. Chris will tell you which hires to prioritize so you offload the right tasks while ensuring clients still get the service they want.

Then, Chris has four simple steps to finding coaches:

1. Hire from within.
2. Hire the best in town.
3. Find the "future best."
4. Advertise.

Listen for important details on each strategy and you'll never struggle to fill the holes at your gym.

0:56 - Step 0

2:45 - Step 1

4:57 - Step 2

7:24 - Step 3

9:40 - Step 4

The Exact Steps to Hiring and Training a Virtual Assistant

Thu, 08 Sep 2022 00:00:00 -0400

Can a virtual assistant help a gym owner? Yes—but only if you follow the right process.

Two-Brain founder Chris cooper lays out seven steps to hiring a great VA and five steps for A+ onboarding in this episode of Two-Brain Radio.

A VA can take a lot of work off your plate, but only if you find the right person and train them to do things exactly the way you want. If you hire the cheapest person and then toss them into the pool, they'll sink and you'll be stuck correcting and micromanaging.

To reclaim your time and grow your business with a VA, follow Chris's plan.

Two-Brain clients: Assistantly is now in the Marketplace. Check it out through the Two-Brain App.

0:30 - What are VAs and what are some common hiring mistakes?

2:00 - Seven steps to hiring a VA

7:40 - Two-Brain and Assistantly

9:40 - Five steps to onboarding a VA

How a Gym Owner Closes Sales in 15 Minutes on the Phone

Mon, 05 Sep 2022 00:00:00 -0400

Ronan Mahon, owner of Movement Fitness in Dublin, Ireland, placed his gym on all three Two-Brain Business sales leaderboards in July. He booked a ton of appointments, had a 100 percent show rate and closed a huge number of sales.

After closing three sales on the day of this interview, Ronan took a few minutes off to share his secrets with host Mike Warkentin.

An experienced salesperson from his days before he was a gym owner, Ronan lays out all the tweaks he's made to his sales process. He combines automation with personal touches to produce results, and he also does something few others do: He sells on the phone rather than in person.

Some will say this doesn't allow him to engage people face to face, but Ronan explains that a phone connection allows him to contact leads at warp speed and close sales in fewer than 15 minutes.

Links

"Should You Hire an Ad Agency for Your Gym?"

Bob Burg's conversation starters

1:01 - Sources of leads

3:45 - Starting to sell on the phone

8:08 - Speed of response

8:56 - Sales tips and techniques

14:57 - Client avatars, qualification and the client journey

18:49 - Upselling, intros and value

24:39 - Sales stats and a phone-close example

30:42 - How to get better at marketing

Mentoring for 9Round and Other Fitness Franchise Owners

Thu, 01 Sep 2022 00:00:00 -0400

9Round, F45, Orangetheory, Anytime Fitness and other franchises; CrossFit affiliates; jiu-jitsu, karate and MMA facilities; bodybuilding and personal training gyms; yoga and Pilates studios—Two-Brain can help all of them.

In this episode, Chris Cooper lays out exactly how Two-Brain uses one-on-one mentorship to help each gym owner grow their unique business.

While the exact mentor-recommended growth tactics might differ slightly when implemented in each business, the principles behind them don't change.

First, we systemize everything. Then we focus on key metrics:

1. Client head count
2. Average revenue per member
3. Length of engagement
4. Return on investment
5. Effective hourly rate
6. Net owner benefit

We also track important marketing metrics: leads, set rate, show rate and close rate.

After that, we focus on optimization and then growth—helping a gym improve its metrics fast. The result: Strong, stable businesses with owners who are able to live the lives they want.

Links

"How to Make $100,00 Per Year With 150 Clients"

1:00 - Systemizing any business

2:30 - Metrics for gyms

3:25 - Optimizing a business

6:55 - Scaling a business

9 Ways to Super-Size Your Gym's Kids Program

Mon, 29 Aug 2022 00:00:00 -0400

A kids program is a great way to add revenue to your gym–but many gym owners don't know how to fill fitness classes for children. Chris Cooper has nine ways to do it.

Just a few examples:

Invite a kids team for a workout.
Host a birthday party.
Ask current clients to bring their kids' friends.

Chris has six more doses of rocket fuel for your kids program. Listen, then take action to add or improve a key revenue stream at your gym.

1:00 - Tactics 1-9

12:55 - Recap

How to Sell Supplements in Your Gym the Smart Way

Thu, 25 Aug 2022 00:00:00 -0400

Selling supplements in your gym has changed a lot in the last few years. So how do you navigate the current market and begin selling supplements with low risk?

On today's episode of Two-Brain Radio, Chris Cooper is joined by Mike Shelly from Thorne. They discuss the landscape of nutritional supplementation, the best supplements for gyms to sell, and how to get started with retailing using Thorne and Two-Brain tools and tactics.

*Gut health microbiome swipe is patent pending.

Link

To get the guide Chris mentions in this show, join the Gym Owners United Facebook group and click here.

00:39 - Who is Thorne?

03:08 - Perception of supplements in the gym space

05:13 - Three challenges gym owners face

14:06 - "How much inventory?"

17:14 - Taster nights and how much to stock

19:37 - How to recommend supplements as a coach

24:59 - Demonstrating quality and trust to your clients

28:07 - The future of health testing with Thorne

How Conversation Marketing Can Help You Grow Your Gym

Mon, 22 Aug 2022 00:00:00 -0400

“Hey, Coop, can you tell me how your lead-nurture process works at Two-Brain?”

This question prompted Chris Cooper to pull back the curtain and explain exactly how he built his business through conversations. You can use the same process to build your gym, too.

Listen as Chris lays out four simple steps to using conversations to get more gym clients. Bonus: You can use a similar approach to increase your retention and re-engage departed members.

Chris used content marketing to build the largest gym-mentorship business in the word, and all his secrets are on display for you. Listen, learn, then start the conversations that will grow your business.

Links

Growth Program
Tinker Program

2:53 - Bridging the gap between awareness and commitment in 4 steps

6:30 - Bob Burg's 10 conversation starters

10:14 - Conversations that increase retention

11:20 - Reacquiring departed clients

12:59 - The Authority Ladder

How to Measure the Lives You've Changed

Thu, 18 Aug 2022 00:00:00 -0400

"We are in the business, you and I, of changing lives. If somebody comes into your gym and leaves a month later, they have not changed their life."

Two-Brain founder and gym owner Chris Cooper said that, and if you're a coach, trainer or fitness entrepreneur, you know it's true.

So how do you measure "lives changed?" And how do you make greater changes in the lives of clients? The key: increasing retention—or length of engagement (LEG). The longer you keep clients, the more their lives will be changed. And your gym will benefit, too.

To help you, Chris has a simple way to track length of engagement, as well as tips for increasing it.

Listen, take action, change lives and build a thriving business.

0:41 - Changing lives through retention

6:23 - Driving retention up

14:27 - Tracking metrics and calculating LEG

How to Stop Making Mistakes as a Gym Owner

Mon, 15 Aug 2022 00:00:00 -0400

It's nice to think you could run a business without making any mistakes. But that's just not the case. Luckily, Two-Brain Business has a team of experienced mentors who share the mistakes they've made so other gym owners can avoid them.

In today's episode of Two-Brain Radio, Chris Cooper shares stories and advice from a handful of mentors on the Two-Brain team. He takes you through the most common mistakes that gym owners make, then he explains how to fix them and ensure they will never happen again.

0:40 - Two-Brain mentor Kenny Markwardt: mistakes are unavoidable

2:04 - What to do when you've made a mistake

5:05 - Two-Brain COO Amber Cooper: hiring "friend employees"

9:29 - Kenny Markwardt on backsliding

13:51 Two-Brain mentor Colm O'Reilly: managing the cost of failure

Owner of Unprofitable Million-Dollar Gym Finds Success Through Mentorship

Thu, 11 Aug 2022 00:00:00 -0400

Gym owner Chris Thacker reached over $1 million in gross revenue, but he had a problem:

An expansion came with increased expenses, and Thacker was struggling to keep on top of the mounting bills. He wasn't paying himself what he was worth, either. So he called Two-Brain Business.

With Two-Brain's guidance, Thacker got rid of discounts on training, shored up his service, increased his rates and ensured he was getting ROI on his expenses. Now with a longer onboarding process, and the addition of group coaching, the gym is running like a top and Chris is finally paying himself a good salary.

To help you do the same thing, Chris will pull back the curtain and tell you exactly how he turned his business around to create the life he wants for his family.

1:16 - The structure and history of The L.A.B. Gym

16:22 - Rent, wages and scaling back

25:54 - Working with a mentor

33:34 - The steps to profitability

39:54 - Goal reviews and retention

49:34 - The value of mentorship and the future of The L.A.B.

Building the Next Level When Your Gym is Finally Successful

Mon, 08 Aug 2022 00:00:00 -0400

You're making good money at your gym. You have great client retention and a solid headcount. Things are going well. So what now?

In today's episode of Two-Brain Radio, Chris Cooper helps you scale beyond your current gym. He discusses how to prepare your team to run your gym without you so you can tackle your next endeavor.

Chris also takes you through your options as an entrepreneur. Expand your gym? Open a second location? Start another business entirely? Once your gym's success has given you freedom, the future is up to you. This is what we call "Tinker Phase" in Two-Brain, and we have a program designed to help you find your full potential as an entrepreneur.

Link

Tinker Phase Mentorship

0:51 - Options beyond your current gym

01:48 - Testing the resilience of your gym

03:00 - The key to long-term success

09:09 - A business owner's three points of leverage

15:14 - How to level up your staff

How Two-Brain Helps Gyms Outside North America

Thu, 04 Aug 2022 00:00:00 -0400

Can Two-Brain Business help gyms outside the U.S. and Canada? Yes!

Two-Brain is the largest gym mentorship company in the world and has helped over 2,000 gyms all over the globe. We have clients in Sweden, Norway, Denmark, Australia, New Zealand, France, Ireland, the U.K., Chile, Brazil, United Arab Emirates, Taiwan, Japan and many other countries. Two-Brain also has multilingual mentors in a host of different countries.

The main thing Chris Cooper has learned by helping business owners around the world: Some things translate and others don't. For example, rent rates might be different in Copenhagen and Sydney. But the concept of getting maximum return on investment for your space is universal. So mentors always start with sound universal principles and then tailor exact business-building tactics to each unique gym.

In today's episode, Chris discusses how Two-Brain analyzes data to determine universal best practices a mentor can use to help individual gym owners all over the world, regardless of their currencies, customs or local situations. Listen to find out how Two-Brain can help you build your fitness business—wherever you are.

Links

Two-Brain Map: current mentorship clients

0:33 - Whirlwind Two-Brain international tour

2:24 - COVID adaptations worldwide

3:06 - Creating systems with a global perspective

3:37 - The Two-Brain Map

5:07 - Mentors from around the world

6:14 - All gyms worldwide: similarities and differences

8:52 - Testing new systems in global markets

How to Earn Freedom From Your Business Through Discipline

Mon, 01 Aug 2022 00:00:00 -0400

You want your business to run like a well-oiled machine—whether you’re there or not. But you can’t do that if the systems that keep the machine running are all in your head.

In today’s episode of Two-Brain Radio, Chris Cooper shares a valuable lesson from 2020 Summit speaker and retired Navy SEAL Jocko Willink: Discipline equals freedom.

The secret to generating more revenue in your gym isn’t raising rates or getting more clients. It’s discipline. It’s having systems and standards in place that staff and clients can understand. These rules will solve problems for them in the long run and leave very little room for mistakes. Instead of frustration, you'll have freedom.

To ensure your gym runs exactly how you want it to run, listen to today’s episode and start focusing on discipline.

Links

"How to Make $100,000 Per Year With 150 Clients"

01:11 - The problem with keeping your business in your head

05:44 - Six reasons you're not making money

08:44 - Fixing these problems through self-discipline

10:51 - How to start laying out standard operating procedures

14:59 - Stress-testing your systems and procedures

18:15 - Using new freedom to grow your business

What Gym Owners Need to Do at the 2022 CrossFit Games

Thu, 28 Jul 2022 00:00:00 -0400

The CrossFit Games: You're there to watch the athletes and events. But what else would the clever affiliate owner do in Madison to grow a gym business?

In today's episode of Two-Brain Radio, Chris Cooper gives you some last-minute advice on tackling the Games correctly as an affiliate owner. He discusses the booths you should visit, the people you should meet, and the ways you can enhance the experience for yourself, your team and your community back home.

Enjoy the 2022 Games!

00:27 - Why the Games are valuable to affiliates

02:01 - Visiting the Affiliate Lounge

03:54 - Vendor Village booths you can't miss

10:41 - Working out during the Games

11:13 - Making your own media during the Games

How to Hire the Perfect People for Your Business

Mon, 25 Jul 2022 00:00:00 -0400

How do you build an A+ staff?

It's a critical question. Hire the wrong people and you'll have headaches. Put the right people in the wrong chairs and you'll have headaches.

But if you get the right people in the right roles, your business will grow quickly, and you'll be surrounded with happy, talented team members who make life better for you and your clients.

In this episode, Chris Cooper explains how Two-Brain hires mentors—and he'll tell you exactly how you can apply a similar process in your gym to find perfect staff members.

1:21 - Two-Brain's hiring process

4:29 - The evolution of Two-Brain

6:00 - ROI on mentorship

7:00 - Hiring for your business

Secrets of Semi-Private Training and Monster Average Revenue Per Member

Thu, 21 Jul 2022 00:00:00 -0400

How did gym owner Brian Bott reach $426 and earn a spot on this month's average revenue per member leaderboard? Semi-private training!

Bott's impressive stats are primarily the result of personal training done in groups of no more than four. This isn't "small-group training" where each client does a variation of the same workout. Instead, a highly skilled coach delivers completely individualized programming to three or four clients at the same time.

In this podcast, Bott spills the secrets and lays out what you need to keep in mind if you want to set up a similar model for your gym. Brian explains how prices his offerings, develops coaches and creates careers, ensures a high level of service, retains members, and attracts new clients without spending money on ads.

Links

The 4/9ths Model

Affinity Marketing Guide

1:15 - Brian's business model

7:18 - Membership structure and pricing

15:56 - Finding and onboarding clients

19:10 - Staff training systems

27:04 - Solving the "icon problem"

32:13 - Annual and month-to-month memberships

44:36 - How Brian finds high-value clients

"The Shop Feel": Keys to $340 Average Revenue Per Member

Mon, 18 Jul 2022 00:00:00 -0400

Gym owner and Two-Brain Business Mentor Lisa Palmer earned a spot on the leaderboard this month with a $341 per month average revenue per member score.

In this video, she shares the three simple strategies she employed to get there:

1. Athlete check-ins.
2. Transformation packages.
3. Choice.

By truly getting to know her members' needs, Lisa calibrated her program to include specialty offerings that help clients hit their goals faster. These high-touch, high-value add-ons helped boost her gym's ARM from $120 to $341. You can do it, too.

Links

"Help First" by Chris Cooper

3:39 - Putting a different value on fitness

5:45 - Expanding higher-priced offerings: transformation packages

8:15 - Social proof: demonstrating results to get clients

12:00 - Creating a program that will solve problems for your ideal clients, pricing binder, sales process

14:40 - Creating hybrid options

20:53 - Accountability and action plans

28:30 - Athlete check-ins and client-centered solutions

32:46 - Add-ons

Two-Brain Awards: Stars of the Fitness Industry

Thu, 14 Jul 2022 00:00:00 -0400

Ashley Haun, Nyree Segui and Scott Romijn were recipients of this year's Two-Brain Awards in the Coach Education and Opportunity, Future Star and Owner Lifestyle categories. These intrepid leaders were laser focused on developing their teams, laying the groundwork for future success and enjoying the fruits of their labor.

We chat with them to find out about the obstacles they met along the way, how they were able to work through them and what lies on the other side.

Whether you're shifting your business model, working through a rough patch or growing opportunities for your staff, this episode is filled with key insights to help you move forward.

1:05 - Seats on the bus: Ashley Haun on reorganizing team

1:47 - Ramen noodle numbers vs. filet mignon numbers

2:58 - Number tracking

6:00 - Nyree Segui on developing systems, laying the foundation, raising rates

7:21 - Becoming fearless

9:00 - Building momentum

11:33 - Scott Romijn on taking more time off

12:00 - Building a team that runs the gym without you

15:04 - Build systems first, then teach the next person

Two-Brain Awards: Gyms of the Year and Epic Comebacks

Mon, 11 Jul 2022 00:00:00 -0400

What sets the best gyms apart from the rest?

In this episode, we talk to the recipients of this year's Two-Brain Awards for Gyms of the Year (Culture and Metrics) and Comebacks (Resilience).

Kyle Cato, David Allen, Charlie Banfield and Rich Borgatti have weathered the past year with grace and fortitude, and they've come out even stronger. Cato and Allen were recognized as the top Two-Brain gym owners when it comes to culture and key performance indicators, and Banfield and Borgatti faced down huge challenges to earn special recognition.

We get into what worked for them, what didn't, and how you can use what they've learned in your own situation.

Links

"Epic Training: A Comprehensive Guide to Obstacle Course Racing" by Rich Borgatti

1:48 - Kyle Cato on what gym culture is and how he developed it

3:57 - Fun, Family, Fitness

5:05 - Creating a safe haven

7:45 - Raising funds to build wells in Africa

10:08 - David Allen on getting over the $1 million revenue line

11:49 - Reorganizing staff according to strengths

15:14 - Paying attention to your metrics

18:34 - Telling the story of your business

21:03 - Charlie Banfield on changing his business model

22:11 - Impostor syndrome and taking charge

23:45 - Charlie's advice for other gym owners

26:48 - Rich Borgatti on not giving up

27:59 - Survival as the driving force

29:12 - Profit First

30:28 - The pressure test

35:37 - Rich's advice for recession-proofing your gym

Developing Coaches Won't Grow Your Business

Thu, 07 Jul 2022 00:00:00 -0400

Developing your coaches won't grow your business.

It can be hard to hear this, but simply investing in coach education might actually harm your gym instead.

In this episode, Chris Cooper cites some examples of coach development gone wrong, but he also shows you the coach-development systems you can implement to benefit your coaches—and your gym and its members.

When it comes to coach development, more knowledge is not the problem. If you want great career coaches, don't just send them away to get more training or upgrade their certifications.

Instead, build a business with a large platform that will support coaches long enough that they can stick around for 10 years, make it a career and take the time to get really good at their craft.

Links

Coach Evaluation Form

Business Evaluation Form and Instructions

1:00 - Technician's curse

3:34 - Chris's story: hiring staff

5:16 - Hire for personality, train for skill

7:17 - An example of bad coaching

11:16 - Coaching development

13:47 - Lessons learned

15:42 - What "coach development" really means

16:49 - Building a better platform

Building a Client-Centric Business: The Key to Success in Service

Mon, 04 Jul 2022 00:00:00 -0400

If you want to have a successful service-based business, you have to build around the needs of your clients.

In this episode of Two-Brain Radio, Chris Cooper gives you a framework to build a "client-centric business" using your mission, model and method.

First you must clearly define your mission. Second, identify the strategy to achieve that mission—that's your model. Third, your method is your mechanism of delivery, which evolves over time to include new and more effective elements.

Clearly mapping out your mission, model and method will get you closer to realizing that mission. You'll be happier, your clients will be healthier, and your business will grow faster,

1:00 - Chris's story - client-centric vs. coach-centric gyms

2:19 - What's your mission?

3:00 - Catalyst's mission.

3:36 - Which model should you use?

4:42 - What's your method? The method evolves.

6:18 - How a method unfolds.

7:39 - Catalyst's new method using the Prescriptive Model.

Ask a Lawyer: 3 Things to Consider When Buying or Selling a Gym

Thu, 30 Jun 2022 00:00:00 -0400

Thinking about buying a gym?

While it's easy to get distracted by all the bells and whistles, you really need to ask three major questions first:

1. Is the space the gym is in leased or owned?
2. What are the assets and debts of the current business?
3. What contracts are currently in play and what exactly do they say?

Gym Lawyers founder Matthew Becker takes you through these questions and explains how the answers can affect the sale of a business.

Are there more legal issues that can have an impact on a big transaction in the fitness world? Absolutely. The best plan: Bring an attorney into the process in the early stages so you don't have to untangle a huge mess down the line when you're just about to shake hands on a deal.

2:13 - Leasing vs. Owning

6:41 - Pitfalls of not carefully reviewing lease terms

11:17 - Establishing LLC, operating agreement and business account when buying

14:32 - Asset purchase agreement vs. buying company outright

19:30 - Legal fees for purchase

21:12 - Contracts

24:45 - Contractual red-flags

29:34 - How to limit risk

Four Steps to Grow Any Business (Including Yours)

Mon, 27 Jun 2022 00:00:00 -0400

Every business scales through four distinct stages.

Chris Cooper talks a lot about the four phases of entrepreneurship: Founder, Farmer, Tinker and Thief. To move from one phase to the next, you need to do the following: systemize, optimize, grow and scale.

If you do these things out of order, you can break your business or go bankrupt yourself. The best way to proceed is to seek guidance from someone who has done it before: a mentor.

Links

"Founder, Farmer, Tinker, Thief"

0:55 - Stage 1: Systemize

1:35 - Playbooks and SOPs

2:47 - Checklists and contracts

3:00 - Stage 2: Optimize

3:29 - Marketing funnels and organic growth

7:00 - Stage 3: Grow

7:30 - Stage 4: Scale

10:00 - Dangers of skipping stages

11:15 - Why rapid growth can be the death knell for your business

14:10 - Bullets before cannonballs, testing strategies

15:24 - Mapping the client journey

Ask a Lawyer: The Top 3 Lease Issues for Gym Owners

Thu, 23 Jun 2022 00:00:00 -0400

As a gym owner, you'll likely face some issues when it comes to your lease. Three of the most important elements: rent (including CAM expenses), use of premises, and additional costs you're responsible for through "triple net" leases (insurance, maintenance, etc.).

How do you negotiate a better lease for your gym business? Is your rent increase justified? What happens when your use of the premises—dropping plates, loud music—becomes a problem for other tenants?

We pose these questions and more to Gym Lawyers founder Matthew Becker. Matthew—a gym owner himself—gives you tips for covering your bases and protecting yourself as you navigate the tricky terrain of gym leases.

Links

"Breaking the Sound Barrier" by Chris Cooper

2:15 - The "big 3": rent, use of premises, and what you're responsible for

3:07 - What comprises rent

9:08 - Base rent plus fees

12:52 - Recourse if base rent goes up

14:55 - Use of premises

18:06 - Noise issues

23:39 - "Everything is negotiable"

27:07 - Protecting yourself

32:27 - Cost of legal fees

The Four Habits Every Successful Entrepreneur Must Master

Mon, 20 Jun 2022 00:00:00 -0400

Every successful entrepreneur needs to master four habits in order to make $1 million, $10 million or more: discipline, respect, influence and behavior.

You need to do one thing each day to grow your business before you do anything else.

You need to respect others and teach everyone around you to behave the same way.

You need to share your mission every single day with people inside and outside your business.

You need to identify your heroes and take the actions they would take.

These four habits put together—discipline, respect, influence and behavior—will create the impact you want to have on the world.

1:06 - Habit 1: discipline

2:56 - Habit 2: respect

3:43 - Habit 3: influence

6:45 - Habit 4: behavior

Profit and Passion: The Dichotomy of Successful Gym Ownership

Thu, 16 Jun 2022 00:00:00 -0400

As a gym owner, your method and your model will likely evolve over time. Your method should be "client centric": It should be based on what your clients need. Your model is there to give clients your service in the way they want to buy it.

At Chris Cooper's gym, Catalyst, the Prescriptive Model guides the business. The prescription changes over time to serve the exact needs of clients, and the model reflects that.

Your method might be Pilates or yoga or CrossFit—but the "meta" model should always be prescriptive: tailored to the needs of the client.

The Prescriptive Model helps you provide clients with 10-out-of-10 service now and evolve to keep doing that forever.

2:10 - Focused strength story: parking lot barbells

4:19 - Reaching the limits of the model

7:37 - The method and the model

11:47 - Adapting your method and your model

13:38 - Maintaining a client-centered approach

16:58 - Striking a balance

What's Holding Your Business Back? Here's the Answer.

Mon, 13 Jun 2022 00:00:00 -0400

What's holding you back from reaching the next level with your gym business? Check your bias.

In this episode, Chris Cooper goes over the common biases that interfere with our growth. In identifying these blind spots, you can make a plan to keep them in check and take positive action with the things that count.

3:14 - Confirmation bias and novelty bias

4:45 - Busy-ness bias

6:27 - Multi-tasking bias

7:00 - Blame

9:35 - Ego

More Knowledge Won't Solve Problems in Your Business

Thu, 09 Jun 2022 00:00:00 -0400

Acquiring more knowledge is not going to solve your problems; it's actually a trap that stops you from taking action. Knowledge is not the solution; getting a mentor is.

As a gym owner, you might be furiously studying as much as you can when it comes to business. But how much of the information are you actually acting on?

A great mentor works because they give you a clear focus: Do this one thing right now. Mentorship brings 10x the value of your initial investment. Top performers in every field will not waste their time trying to figure it out when they don't have to. For most gym owners, the solution you need is focus, not more knowledge.

Talk to us about mentorship: https://twobrainbusiness.com/book-a-call/

3:36 - The trap of more info, less action

5:33 - The ROI on mentorship

8:25 - The importance of 1-1 mentorship from people who've been there before

10:16 - Why you need to book a call with our Two-Brain team now

ROI: How to Make Money With Every Dollar You Spend

Mon, 06 Jun 2022 00:00:00 -0400

In this episode, Two-Brain Business founder Chris Cooper breaks down the tweaks you can make to your gym business today to improve your ROI tomorrow.

From staffing audits to maximizing your use of space to analyzing your software, you need to take a clear-eyed approach to assess your expenses and implement the measures that will bring the most bang for your buck in your gym business. You can't cut your way to wealth, but you can definitely improve your return on the money you invest; in this podcast, Chris will give you the tools to get started.

3:23 - Measuring return on space

7:55 - Gauging return on staff: contribution margin

12:10 - Getting more value from professional services

14:36 - Evaluating software and ROI

20:13 - Measuring value of equipment - how will this make me money?

24:00 - Pre-sales and supplements

Your Questions Answered: Q&A With Coop

Thu, 02 Jun 2022 00:00:00 -0400

How much content should I be creating? Is Facebook advertising dead? Should I hire a GM? What about supplements?

In this podcast, Two-Brain Business founder and CEO Chris Cooper answers your burning questions on a slew of topics.

Got a question for Chris? Email him at chris@twobrainbusiness.com or post it in the Gym Owners United Facebook group: https://www.facebook.com/groups/gymownersonly

0:58 - How much content is too much?

4:59 - Is Facebook advertising dead?

7:33 - Should I hire a marketing agency?

11:30 - Should I hire a general manager?

15:24 - How do I buy a building?

18:00 - Should I sell supplements?

21:05 - What should my core programs be?

Help First: How to Make Being Generous a Business Strategy

Mon, 30 May 2022 00:00:00 -0400

"Help First" is the title of one of Chris Cooper's most quoted books—but what does "help first" really mean? Does this mean "help (for free) always"?

In this episode, Chris shares what a meaningful approach to Help First looks like. You want to get the client to a point where they're ready to purchase your service, not just to benefit from your free advice and never sign up.

Chris maps out exactly how to apply Help First in your gym business in order to benefit both your prospective client and your gym.

"Help First" on Amazon

3:00 - The intention of Help First

5:00 - Giving too much for free

6:00 - Steps to a productive Help First approach

11:41 - The problem of being overly generous

13:48 - Get people in your program to get results

Content Marketing in Gyms: A 5-Step Framework

Thu, 26 May 2022 00:00:00 -0400

You might be the best gym around but no one will know about you unless you tell them.

In his mentorship practice, Chris Cooper stresses the need for his clients to produce meaningful, consistent content in order to get and maintain clients. But where to start?

In this podcast, Chris lays out a content model that will get you in the practice of regularly producing content. In this clear, step-by-step guide, you'll learn what you must do each day to produce great content that resonates with your existing clients and attracts new ones.

Book a free call

2:50 - Publish 5x per week on a platform that you own

3:23 - Motivation Monday: Give people a reason to come to your gym

4:13 - Teaching Tuesday: Teach something helpful (meal prep, how to do a squat, etc)

5:00 - "Who" Wednesday: Who is coming to your gym? Tell their story

6:15 - Thank-you Thursday: Gratitude post

8:00 - Bright Spot Friday

Gym Owner Profitable on Day 1 With 83 Members

Mon, 23 May 2022 00:00:00 -0400

New gym owner Jason Tebedo was able to open his doors at CrossFit Angier on launch day with a whopping 83 members. In this episode, he dishes the secrets to his opening-day success.

Working with his Two-Brain Mentor as part of the StartUp program, Jason laid out his foundation in advance and got the right plan in place to acquire and keep members from the get-go. Jason breaks down what exactly he did to set up his Founders Club, social events, 1:1 nutrition counseling, social media marketing, No Sweat Intro system and more.

Links

CrossFit Gym Business Plan

2:06 - Founders Club

5:22 - Getting new clients and client avatar

7:33 - First steps and mistakes

14:53 - Two-Brain resources

19:27 - Leasing and finding the right space

23:00 - Setting rates

27:01 - Staffing and programming

Metacognitive Programming: Psychotherapy Meets Life Coaching

Thu, 19 May 2022 00:00:00 -0400

What do we want from life?

Misha Saidov has pared it down to an acronym - FERMI: Flow (the experience of optimal feeling of engagement in the moment), Engagement, Relaxation, Meaning and Ideal. Ultimately, people want to feel better. As a life coach, he offers experience which serves to help alter their perspective, and therefore how they feel in their lives.

In this episode, Misha and Chris Cooper discuss the idea of emergence, the difference between dreams and goals, limiting beliefs, moving from non-desired outcome to desired outcome, and how to change your behaviour.

Ultimately, life coaching is about helping someone create a life that is worth living; gym owners can see a positive return by integrating these principles into their coaching practice.

0:24 - The New FERMI Paradox

13:25 - Dreams vs. Goals

22:25 - What is Life Coaching?

30:33 - What is Metacognitive Programming?

37:54 - Misha’s Process for building Life Coaches

Think Meta

Entrepreneurial Confidence: How to Change the Story You Tell Yourself

Mon, 16 May 2022 00:00:00 -0400

Entrepreneurial confidence is key to sustaining success - but it's something many gym owners overlook.

In this episode, psychotherapist and executive coach Bonnie Skinner breaks down exactly what entrepreneurial confidence is, how a lack of it shows up in your life, and what reps you should be doing to build that muscle. Making a concerted effort to boost your entrepreneurial confidence can result in a better mindset overall; this spills over into both your personal and professional life and will help you grow your gym business.

https://www.yourmentalfitness.ca/
https://www.facebook.com/groups/mentalfitness4ceos

1:30 - What is entrepreneurial confidence?

5:56 - Common areas of insecurity

8:59 - Confidence vs. Competence

11:21 - Overcompensating for lack of confidence

12:48 - How personal narratives become your SOPs

14:47 - Self-assessment

21:28 - Rate increases and how to deal

25:48 - How to build confidence

Programming by Avatar: The Info You Need From Beyond RXD

Thu, 12 May 2022 00:00:00 -0400

For decades, CrossFit gyms have programmed workouts according to a prescription: the Rx. With this style of programming, each workout has a singular goal. How athletes execute the workout might vary, but the goal is the same.

But what if not all your athletes have the same goal?

That's why Brooks DiFiore created Beyond RXD, a programming system that provides workouts and briefs customized according to client avatar.

Here, he joins Chris Cooper to explain why and how it gets clients results while boosting retention.

Links:

Beyond RXD
Gym Owners United

Timeline:

2:27 – What’s a client avatar?

3:18 – What does Beyond RXD programming look like?

6:35 – Programming by avatar.

8:53 – How to keep track of client goals in a class setting.

12:59 – What about cherry-picking?

14:27 – Implementing the system: How long does it take?

16:30 – The retention connection.

18:09 – A fresh take on benchmark workouts.

25:55 – Applying Beyond RXD to groups vs. one-on-one training.

Ameet Shah of Wodify on the Entrepreneurial Journey

Mon, 09 May 2022 00:00:00 -0400

When Ameet Shah first introduced Wodify to the CrossFit community, he had his work cut out for him. Convincing a bunch of gritty, low-tech fitness die-hards to ditch the whiteboard and put up a TV screen was a tall order.

But he did it — and today Wodify serves more than 5,000 gyms around the world.

Ameet joined Chris Cooper to talk about his journey from crab-sales website designer (yes, you read that right) to tech start-up founder to business leader.

Links:

Wodify
Gym Owners United

Timeline:

1:01 – From MBA to ilovecrabs.com.

6:23 – Starting his first company.

7:42 – The birth of Wodify.

12:05 – Convincing people to trade the whiteboard for a digital tracker.

16:55 – Learning from a $750,000 mistake.

19:34 – Funding Wodify’s creation.

22:03 – Providing high quality with low overhead.

24:21 – Developing Wodify’s culture.

27:17 – Admitting mistakes.

33:21 – Communicating with customers, overselling, and the product roadmap.

40:58 – Why Wodify walked away from a partnership with CrossFit, LLC.

45:22 – From entrepreneur to boss to leader.

Caffeine and Kilos and Running Two Businesses

Thu, 05 May 2022 00:00:00 -0400

When the entrepreneurship bug hits, it hits hard — and some gym owners find that owning a gym isn't enough. There's so much else to explore: retail, supplements, gear — even coffee.

But is it possible to run multiple profitable businesses? And if so, how do you pull it off?

For the answers to those questions and more, Chris Cooper turned to Danny Lehr, owner and founder of CrossFit Excel and the wildly successful Caffeine and Kilos.

Links:

CrossFit Excel
Caffeine and Kilos
Gym Owners United

Timeline:

2:13 – How Danny become a gym owner.

5:12 – The birth of Caffeine and Kilos.

11:05 – Caffeine and Kilos today.

14:04 – Where Caffeine and Kilos’ sales come from.

17:01 – Building the Caffeine and Kilos brand while also growing a gym.

23:31 – Running both businesses at once.

25:56 – Building systems and hiring the right people.

30:07 – What’s next for Caffeine and Kilos.

33:51 – What to consider if you’re considering a second business.

40:07 – Knowing the value of your time.

42:55 – How to get involved with Caffeine and Kilos.

Facilitating Major Change: What Is Life Coaching?

Mon, 02 May 2022 00:00:00 -0400

Brendon Collins has always had the itch to help people change their lives.

At one time, he did it as a pastor. Then, he did it as a fitness coach and gym owner.

Now, he's helping people find their way as a life coach touching on all of the above.

How'd he get there, and what, exactly, does being a life coach look like? Here, he chats with Coop about all that and more.

Links:

Chat with Brendon
Transformation Academy
Certified Life Coach Institute
International Coaching Federation

Timeline:

00:41 – Becoming a gym owner in one fateful night.

4:55 – Post-pandemic weariness and getting the passion back.

10:12 – What life coaching isn’t.

13:45 – Life coaches: not here to solve your problems.

16:42 – Health and fitness meet life coaching.

19:05 – Finding a specialty.

22:39 – Revisiting spirituality.

25:56 – On being a connector.

29:43 – Marketing oneself as a life coach.

33:14 – The credentialing process.

35:15 – Certs vs. results.

Who's Actually Joining Gyms: What the Data Says

Thu, 28 Apr 2022 00:00:00 -0400

In order for your marketing to be effective, you've got to market to the right people—you have to define your avatar. And a great way to do that is to start with data: Who's actually coming into gyms these days?

Nathan Holiday, founder of Level Method, has the numbers. Here, he and Two-Brain Business founder Chris Cooper discuss who's interested in trying fitness programs like CrossFit (and who's not) and how to use that information to build the most effective marketing, onboarding, and delivery systems targeted to that audience.

Links:

Level Method
Gym Owners United

Timeline:

1:00 – What the data tell us about who’s coming to the gym.

4:25 – What two-thirds of people coming into your gym look like.

9:49 – Business implications: onboarding.

12:57 – Business implications: avatars.

16:23 – Business implications: marketing.

19:44 – Direct marketing with Level Method.

How to Do It the Right Way in the Gym Business

Mon, 25 Apr 2022 00:00:00 -0400

Chris Cooper's most popular book is "Two-Brain Business," but the book that most say is his best is "Help First."

That's because it solved the problem of being afraid of being a slimy salesman: It teaches gym owners how to sell by doing the thing coaches do best—helping.

Here's a peek at what's inside.

Links:

"Help First"
Gym Owners United

Timeline:

1:01 – Chris Cooper: The world’s worst salesman.

4:29 – Why you need to get your message out there.

5:43 – Selling is coaching.

6:26 – Don’t worry about price.

6:55 – Remove the choice about price.

8:26 – Retention—and caring enough to tell the truth.

9:07 – The right way to approach staffing and staff pay.

10:30 – Why you should give away knowledge—but not coaching—for free.

Will the CrossFit Games Actually Help Your Gym?

Thu, 21 Apr 2022 00:00:00 -0400

It's that time of year—your Facebook feed is full of athletes hoping to make the leap to elite, and once again you find yourself thinking: "The CrossFit Games are cool—but do they matter for my business?"

The answer is yes—and no.

Here, Coop addresses that question and provides three strategies that will help if you want to use the competitive CrossFit season to help grow your gym.

Links:

Intramural Open Guide
Gym Owners United

Timeline:

1:50 – Who the Open is for, and how it can benefit your business.

4:27 – How Regionals (or Semifinals) can get your staff fired up.

6:46 – What can the Games actually do for your clients?

9:21 – Gym business models that benefit from the CrossFit Games.

11:39 – It’s the stories that matter.

13:53 – Using the Intramural Open to boost retention.

15:21 – Going to Regionals/Semifinals to maximize inspiration.

16:12 – The CrossFit Games as a networking and learning opportunity.

Three Business Models That Will Work in a CrossFit Affiliate

Mon, 18 Apr 2022 00:00:00 -0400

Open a gym. Be a phenomenal coach. Make lots of money.

If only it were that simple.

You do need to be an excellent coach and provide excellent service, but that isn't enough to run a successful gym business—and we've got the data to prove it.

We've also got the data that shows what DOES work.

Here's Chris Cooper on the three business models of the most successful CrossFit gyms, the pros and cons of each, and what kind of gym owner they work best for.

Links:

How to Make $150,000 Per Year With 150 Clients
Gym Owners United
Greg Glassman on Two-Brain Radio

Timeline:

1:52 – The method is not the model.

7:20 – Model No. 1: Owner-operator.

9:56 – Model No. 2: How many gym owners shift from barely breaking even to $100k per year.

13:31 – Model No. 3: Building diverse revenue streams and moving out of the business.

17:48 – Mix and match if you want—but don’t start from a blank slate.

How to Coach Clients on Sleep: Nick Lambe

Thu, 14 Apr 2022 00:00:00 -0400

We all know sleep is important, and if you're a fitness trainer, you've probably told your clients to get more of it.

But beyond that, most trainers draw a blank. They might toss a sleep hygiene article at clients and tell them to get a sleep tracker. But how helpful are those things really? And how important is it to coach sleep when you've got big fish like exercise and nutrition to fry?

Nick Lambe founded The Online Sleep Coach to address those questions and teach trainers what they need to know about sleep, how to teach it to their clients, and how to build systems around sleep coaching.

Links:

The Sleep Coach Course
@theonlinesleepcoach
Gym Owners United

Timeline:

3:36 – Coaching sleep: The void in the fitness industry.

4:59 – Where does sleep rank in the hierarchy?

9:46 – Why coaches don’t talk about sleep enough.

13:07 – The oversimplification problem.

16:41 – How to implement sleep into a coaching practice.

21:46 – Getting clients to buy in.

25:25 – Sleep trackers: Yea or nay?

35:29 – Helping trainers systematize sleep coaching.

Why You Absolutely Must Do Goal Reviews With Clients

Mon, 11 Apr 2022 00:00:00 -0400

You wouldn't go to the doctor and expect to have to choose your own medication and dosage, right? So why are you leaving the same decision in the hands of your fitness clients?

Goal reviews are a key element of the prescriptive model of sales, but they're about more than selling. It's your responsibility as a professional coach to check in with your clients, find out what their goals are, and tell them exactly what they need to do to reach them—regardless of whether that means an upsell or not.

Two-Brain gyms do goal reviews with their clients three times per year. Here's what they look like and why they're critical for success—for both your clients and your business.

Links:

Gym Owners United

Timeline:

00:14 – The prescriptive model.

4:18 – A client’s first 90 days.

5:05 – The first goal review.

6:57 – It’s not about upselling; it’s about providing the solution.

8:01 – The Two-Brain goal-review process.

9:23 – The power of celebrating your clients.

Grow Your Gym by Thinking Outside the Box

Thu, 07 Apr 2022 00:00:00 -0400

If you're stuck on how to grow your gym, you may be tempted to look at the more successful gym down the street and do what they're doing. Charge what they're charging. Advertise like they're advertising.

But the perspective you actually need is that of an outsider—even one as far outside the box as to be outside the fitness industry altogether.

There are six key strategies you can use to grow your business, says Chris Cooper, and for each of those strategies, Coop has a recommendation for a great book packed with objective advice from an outside perspective.

Links:

Profit First for Microgyms
The E-Myth Revisited
Good to Great
Rich Dad, Poor Dad
Never Lose a Customer Again
How to Win Friends and Influence People
State of the Industry
Gym Owners United

Timeline:

1:05 – CrossFit: founded with an outsider’s perspective.

4:47 – Your method isn’t your business model.

5:51 – “Profit First for Microgyms”

6:29 – “The E-Myth Revisited”

7:07 – “Good to Great”

7:34 – “Rich Dad, Poor Dad”

8:49 – “Never Lose a Customer Again”

10:05 – “How to Win Friends and Influence People”

10:51 – “State of the Industry”

The Best Way to Spend Extra Cash and Grow Your Gym

Mon, 04 Apr 2022 00:00:00 -0400

It's the end of the month, and you've got a little nugget left over. Awesome! You can get that air bike you've been salivating over for so long!

But is that really the best use for the extra cash?

In this episode of Two-Brain Radio, Chris Cooper explains the difference between expenses and investments and how to spend money in ways that will actually give you a measurable return.

Links:

Gym Owners United

Timeline:

1:52 – Expenses vs. investments.

4:47 – Drawing a clear path from money spent to ROI.

How This Gym Owner Added 80 Clients in 30 Days

Thu, 31 Mar 2022 00:00:00 -0400

Dane McCarthy owns West Village Athletic in New York City. He signed up for mentorship with Two-Brain Business only looking for some casual tidbits and content suggestions.

What he got was a mentor dedicated to helping him overhaul his business—and 80 new clients in the first 30 days.

Here's how.

Links:

West Village Athletics
Gym Owners United

Timeline:

1:18 – Starting RampUp out of sheer anger.

3:34 – Revamping the intake process.

4:56 – The power of the sales binder.

6:17 – What’s the deal with squads?

9:51 – Seeking mentorship.

11:14 – When he knew it was working.

13:03 – Conquering the fear of the rate increase.

15:56 – Making it in Manhattan.

18:13 – Getting staff on board with changes.

19:36 – Creating a staff playbook.

23:37 – Looking to the future: Making more money with more services.

28:14 – The cost of mentorship: Is it worth it?

The 6 Critical Systems Every Gym Must Have

Mon, 28 Mar 2022 00:00:00 -0400

"Your business will not rise to the level of your marketing. It will fall to the level of your systems." — Chris Cooper

No matter how cutting-edge your marketing funnels may be, your business will fall to the level of your systems.

There are six systems that you need for your business to thrive — and here's exactly what they look like.

Links:

Gym Owners United

Timeline:

2:07 – You need a self-payment system.

3:46 – You need a marketing and sales system.

6:36 – Earning more per client.

8:38 – Retention.

11:49 – Ascending yourself.

13:28 – Improving ROI.

14:46 – The five audits.

Starting a Second Gym: Mike Turnquist's Story

Thu, 24 Mar 2022 00:00:00 -0400

Mike Turnquist has done it all.

He's sold million-dollar homes. He's lost more than 100 lb. He's opened a CrossFit gym—and has another one ready to go with an appetite for a third.

Before Mike opened his second location, he tripled his monthly revenue at the first. Now, he's ready to launch Gym No. 2 with systems, staff, and even some members ready to go from Day 1.

Here's how.

Links:

Start a Gym
Profit First for Microgyms
Gym Owners United

Timeline:

3:12 – Helping build a gym—and then buying it.

7:38 – Tripling revenue with the Profit First model.

8:38 – Eyes on another and biding his time.

12:06 – Starting with a blank slate.

13:09 – Dividing staff and time between two gyms.

15:14 – A jumpstart on membership with the Founders Club.

19:59 – From selling million-dollar mansions to hundred-dollar gym memberships.

21:46 – The magic of onboarding.

24:23 – The power of systems.

26:19 – What you need most before opening a second gym.

How Much Is Enough? (Why We Talk About Millionaires)

Mon, 21 Mar 2022 00:00:00 -0400

If you follow Two-Brain Business on social media, YouTube, TwoBrainBusiness.com or even this very podcast, you may have noticed a pattern: We want to make gym owners millionaires.

But why? Have we lost sight of what really matters—saving and changing lives through fitness?

Absolutely not. It's because of that very mission—your mission—that we want you to make more money. We want your gym to survive for the long haul and support you and your family well into your golden years when you might not want to coach that 4:30-a.m. class or mop the floors at 9 every night.

Financial freedom is not greed. It's an opportunity.

Links:

Gym Owners United

Timeline:

00:16 – Coop gets you—because he is you.

2:35 – Why Two-Brain Business talks so much about money.

3:40 – How much money you need to make to live the life you want.

5:31 – Why we want you to make more than you need.

7:25 – The mistake gym owners make with their money—and what to do instead.

9:46 – It’s about your future.

Retention: What Actually Matters (and What Doesn’t)

Thu, 17 Mar 2022 00:00:00 -0400

Retention is the core of your business: Keeping clients longer means you're not constantly at the mercy of the marketing flywheel.

So what keeps clients around?

It's not great programming or coaching. It's not great community. It's not even great results. All those things are necessary, but they're not sufficient to keep clients for the long haul.

Here's what is.

Links:

Gym Owners United

Timeline:

1:05 – The biggest retention myths.

3:23 – Getting to the 50-yard line with the prescriptive model.

4:45 – One-on-one onboarding to the 70-yard line.

5:56 – The power of the triad.

7:33 – How referrals keep both parties longer.

9:10 – The final five yards: the finishing touches.

9:59 – Consistency over time.

You Need Systems (WTF Are Gym Systems?)

Mon, 14 Mar 2022 00:00:00 -0400

You opened your own gym to get away from red tape and bureaucracy, not to make more rules. So why would you set up a bunch of freedom-limiting systems for your staff?

Because systems actually give you more freedom: freedom from decision fatigue, freedom to scale your business, and freedom to focus on the things that really matter.

Here's Coop on how building systems for things as minor as the music you play in your gym has the power to make or break your business.

Links:

Gym Owners United

Timeline:

1:09 – Systems matter—even if they’re just about the music in your gym.

5:12 – Systems prevent decision fatigue.

7:13 – Systems scale your business.

Do More Coaching Credentials Equal More Sales?

Thu, 10 Mar 2022 00:00:00 -0500

Have you fallen prey to the technician's curse? That is, do you think the more credentials you have, the better coach you are and the better your business will do?

It's not that simple.

"Being good at your job is necessary but insufficient to have the impact that you're trying to have," Chris Cooper says.

Here's what clients really care about.

Links:

Gym Owners United

Timeline:

1:20 – What clients actually care about.

3:14 – Being a great trainer isn’t enough.

Heart-Rate Training at a CrossFit Affiliate

Mon, 07 Mar 2022 00:00:00 -0500

Functional-fitness facilities, especially CrossFit gyms, are not known for their machines. "We are the machines!" is a catchphrase touted by many.

But at CrossFit Justice in Milford, Michigan, athletes are bringing back the tech—not via elliptical, but with heart-rate monitors.

It's not all that different from the "classic" CrossFit workouts you might be used to. But at CrossFit Justice, you're more likely to find athletes dutifully responding to heart-rate-driven coach cues to get the right stimulus for the workout—and less likely to find someone puking in the corner.

Two-Brain Radio host Mike Warkentin sat down with CrossFit Justice owner Chris Follick to get the details on how heart-rate training works and how it benefits the affiliate as a sales and retention tool.

Links:

CrossFit Justice
Gym Owners United

Timeline:

2:46 – How CrossFit Justice came upon heart-rate training.

4:01 – What it costs to implement heart-rate training in the gym.

6:42 – What a typical class looks like.

9:03 – Coaching an athlete via heart-rate training.

11:07 – Benefits for the clients.

12:36 – Benefits for the business.

13:46 – How heart-rate training yields improved performance.

15:11 – Selling heart-rate training to new clients.

17:44 – Selling it to the old-school crowd.

21:10 – How the shift changed the membership at CrossFit Justice.

22:17 – Not another Orangetheory.

24:29 – What to expect if you shift your gym to heart-rate training.

"Will Selling 24-Hour Access Kill My Gym?"

Thu, 03 Mar 2022 00:00:00 -0500

On the surface, selling open gym and 24/7 keycard access sounds like a great way to make some extra money. But in reality, it's more likely to cost you—now and in the future.

It presents issues with liability, security and safety, all the while limiting your earning potential (no one's going to upgrade from access to personal training, but many won't hesitate to downgrade).

Not convinced? Here's Coop on what happened when he tried selling access, what the top-performing gym owners have to say about it, and how to decide if it's worth the trouble.

Links:

Gym Owners United

Timeline:

1:16 – Lessons from Coop’s past mistakes selling access.

4:58 – It costs more to sell access than selling access brings in.

6:03 – Downgrades and weed clients.

13:13 – Top-performing gym owners on the 24/7 question.

15:52 – The added risks and problems with keycard access.

18:24 – Still tempted? Do the math.

The Next Level for Gym Owners: Two-Brain's Tinker Program

Mon, 28 Feb 2022 00:00:00 -0500

You've made it. Your business has survived a handful of years, you're not worried about the rent and you're making a comfortable living. What's next?

It's time to level up again—it's time to become a Tinker.

Two-Brain's Tinker mastermind program brings together successful gym owners who are taking that next step: making investments, expanding their assets, and growing their personal wealth. It's a non-competitive environment of learning and sharing that makes everyone better—faster.

Two-Brain mentor Jeff Smith runs the Tinker program, and here, he chats with Chris Cooper about what it means to be a Tinker and how to get there.

Links:

Gym Owners United
Real Estate: The Secret to Wealth for Gym Owners

Timeline:

1:20 – Going from Farmer to Tinker.

6:49 – The value of imposter syndrome.

11:21 – Lessons learned from the challenges of Farmer Phase.

16:23 – How much time do you need to be a Tinker?

21:33 – How more gym owners are becoming millionaires faster.

24:30 – The advantages of being in the Tinker mastermind group.

26:02 – Aspirations vs. action.

Frazzled and Frantic? Focus Skills Are the Answer

Thu, 24 Feb 2022 00:00:00 -0500

Today's the day you're gonna finally dig into Facebook ads manager. Definitely.

So you sit down and log in—but look! You've got five notifications! Better check those out. A few clicks later and you're lost in a sea of half-written messages, 11 new tabs, and a video about puppies.

How on Earth do you get focused and actually DO all the things on your to-do list?

Chris Cooper will tell you.

Links:

Gym Owners United
Free Tools

Timeline:

00:24 – You don’t have ADD.

1:10 – Pick your daily focus hour.

2:39 – A walk through Mick’s focus hour.

4:50 – Take the opportunity to practice focus.

When to Hire a GM (and What to Pay)

Mon, 21 Feb 2022 00:00:00 -0500

Your gym's been growing and the business is stable—and you're sick of wearing all the hats. That means it's time to hire a GM, right?

Possibly. But probably not.

If you're not strategic about when and how you hire a GM, you'll end up right back where you started: doing all the things anyway.

But just because it's not time to roll out the red carpet for a GM quite yet doesn't mean you have to keep doing everything yourself. Here's Chris Cooper on exactly how to tell if you're ready to hire a GM, how to get there if you're not, and what to pay them when you are.

Links:

Gym Owners Handbook
Women In Fitness Business podcast
Gym Owners United

Timeline:

00:54 – Climbing the value ladder before you hire a GM.

3:28 – A GM’s job is to keep things the same.

4:20 – The best coaches don’t necessarily make the best GMs.

5:21 – How to compensate a GM.

6:46 – When to hire a GM.

11:45 – The biggest mistake gym owners make when hiring a GM.

What Do I Talk to My Gym Business Mentor About?

Thu, 17 Feb 2022 00:00:00 -0500

It's easy to see the value of a coach or mentor when you're neck-deep in problems. But mentorship is just as valuable—maybe even more—when you're further along your entrepreneurship journey.

Once you've solved the critical emergency problems of your business, what a mentor provides is speed and clarity. A mentor connects you with the resources you need and helps you capitalize on opportunities faster without trial and error or mistakes.

"When the mistakes are done, that's when you need more mentorship." —Chris Cooper

Links:

Gym Owners United

Timeline:

1:53 – Buying speed.

4:36 – What’s bugging you right now?

5:21 – Get focused on the most important thing.

9:50 – Mentors as connectors.

13:24 – Mentors get you out of your own head.

How a Business Mentor Helped Andrew Alvarado Improve His Gym

Mon, 14 Feb 2022 00:00:00 -0500

Andrew Alvarado was tired. He was ready to sell his gym to the bigger, flashier gym down the street and get a job in construction. But he decided to give one last Hail Mary and sign up for mentorship with Two-Brain Business—even though he couldn't afford it at the time.

Within two months, he'd added $2,000 per month to his gym's bottom line. Today, he's selling high-value packages he'd never dreamed people would pay for, and even better—he no longer feels like he's slaving away at job with no end in sight.

Here, Andrew joins Mike Warkentin to talk about why he took a chance on mentorship and how it's changed his business—and his life—for the better.

Links:

CrossFit Fairway Park
"Help First"
Free Tools
Book a Call
Gym Owners United

Timeline:

1:10 – Learning what he was actually selling.

2:40 – Mentorship: the final Hail Mary.

5:31 – The moment Andrew knew mentorship was working.

9:29 – Developing confidence in sales—and selling high-value services.

12:58 – Making a plan for growth.

14:22 – Setting higher prices with confidence.

18:41 – Tracking leads and laying a new operations foundation.

20:31 – The magic of mentorship.

23:45 – When it’s time to hit “go.”

Should You Rent a High-End Location for Your Gym?

Thu, 10 Feb 2022 00:00:00 -0500

Boutique downtown space or giant rustic warehouse—where should you set up shop?

The answer depends on more than your aesthetic or even your marketing plan. It all depends on who your audience is and what you're selling them.

Links:

Gym Owners United

Timeline:

1:57 – High-traffic, expensive retail locations: You’re selling convenience.

3:59 – Pull up a chair for an old-fashioned stakeout.

6:57 – Think about price per square foot—and how much that square foot can generate.

9:17 – Difference in profit margin between high-value, low-volume and high-volume, low-value models.

$48,000 Monthly Revenue With 140 Members

Mon, 07 Feb 2022 00:00:00 -0500

Anders Gatti owns Gatti Training with his wife in Stockholm, Sweden. The gym has just 140 members, and in January, they pulled in nearly 50 grand in revenue — and that's without any paid advertising.

Tune in to learn how Anders climbed the value ladder, slashed his work hours and made even more money.

Links:

Gatti Training
Free Tools
Gym Owners United

Timeline:

1:26 – The who and what of Gatti Training.

3:45 – Gatti Training’s revenue growth over time.

8:26 – Finding high-value clients through affinity marketing.

9:54 – How to get your clients to send referrals your way.

12:00 – Mapping the client journey and improving retention after on-boarding.

15:49 – Selling high-value packages.

19:18 – Balancing growth with providing high-value service.

21:40 – Talking profit margins.

24:59 – Climbing the value ladder.

26:34 – Ask your clients what they need.

Two-Brain Q&A: Free Stuff and One-on-One Mentorship

Thu, 03 Feb 2022 00:00:00 -0500

If you're familiar with Two-Brain Business but aren't yet part of the family, you might have some questions.

"Why do you give away so much stuff for free—what's the catch?"

"I've heard of other business-coaching and mastermind programs; they usually work in groups. Why is your program one-on-one?"

Two-Brain founder Chris Cooper's here with the answers to both those questions. Preview: It all comes down to helping gym owners solve more problems and make more money faster.

Links:

"Start A Gym: Everything You Need to Start and Scale a Fitness Business"
Free Tools
Gym Owners United
Book a Free Call

Contact:

chris@twobrainbusiness.com

Timeline:

1:07 – Why Two-Brain gives so much stuff away for free.

2:00 – Knowledge is not enough.

2:56 – Why one-on-one?

7:41 – The problem with group mentorship at the start-up level.

The Guy Who Bought 4 Gyms in 6 Months

Mon, 31 Jan 2022 00:00:00 -0500

Tyler Welch owns six gyms (four of which he bought in the last six months).

Not all were profitable when he bought them—in fact, he prefers them not to be—but all were profitable within the first month.

By his own admission, he's sort of a Tinker-Founder hybrid. Yes, he's collecting more and more businesses and expanding across multiple cities, but he's got his hands deep in each of them.

Tune in to learn why—and how he replicates a successful model from one business to the next.

Links:

RxFit
"Start A Gym: Everything You Need to Start and Scale a Fitness Business"
Free Tools
Gym Owners United

Timeline:

00:39 – Why buy a gym instead of starting one?

2:31 – Tyler’s multiple-gym mission.

4:08 – Staffing and management structure across the six gyms.

8:01 – How he scaled so quickly.

10:31 – Why Tyler prefers to buy unprofitable gyms.

11:56 – What happens to the existing staff members?

13:55 – Migrating his playbook and policies to the new gym.

15:27 – Bro deals, free memberships and other problems that come with purchase.

17:34 – Retention after the takeover.

18:39 – Making the gym profitable in Month 1.

20:24 – Looking to the long term.

22:09 – When is it the right time to buy?

24:21 – How Two-Brain helped.

26:24 – Lessons in negotiation.

31:52 – How to replicate processes in the new gym.

Creating Time for Growth at Each Stage of Business

Thu, 27 Jan 2022 00:00:00 -0500

To move closer to wealth, you need to work on your business, not just in it. But who has time for that?

You do.

Or you will—after you listen to this podcast.

Here's Coop on how to make the time to take your business to the next level, regardless of which phase of entrepreneurship you're in.

Links:

"Start A Gym: Everything You Need to Start and Scale a Fitness Business"
Gym Owners United

Timeline:

1:42 – Making time in Founder Phase.

4:57 – Making time in Farmer Phase.

6:23 – Making time in Tinker Phase.

8:51 – Making time in Thief Phase.

How to Get Your Old Clients Back Without Giveaways

Mon, 24 Jan 2022 00:00:00 -0500

Clients leave.

They move away. Circumstances change. Maybe they're just bored.

But that doesn't mean they're gone forever.

Here's Coop on how to prime them to come back without gimmicks or giveaways.

Links:

Gym Owners United

Timeline:

00:14 – It’s not personal.

1:02 – Make sure they know they’re always welcome back.

1:39 – Maintain a constant line of communication.

3:47 – Be the best.

5:09 – Offer something new.

7:38 – What to NEVER do.

Sell By Chat for Gym Owners: Does It Work?

Thu, 20 Jan 2022 03:00:00 -0500

Late in 2021, Two-Brain founder Chris Cooper issued a challenge to gym owners: get 100 leads ASAP. He provided an exact plan to help them start conversations with prospective clients, then said “go!”

Amanda Chace of CrossFit Torque had great results with the sell-by-chat strategy and joins host Mike Warkentin to talk about them. Amanda shares how many leads she got and how many sales she made, and she offers other gym owners tips for success when using a public Facebook group to build an audience.

Listen to this episode if you’re looking for new ways to market your services, don’t want to spend money on adds, want to learn more about content marketing or want to find out the best ways to connect with local people who might be perfect for your gym or nutrition programs.

Links:

Fitness Nutrition Mindset in Foxboro Area
Gym Owners United

Timeline:

1:13—Lead totals and creating a Facebook group.

9:35—How to start conversations.

20:20—How to use chats to book free consultations.

27:36—Weekly time commitment.

31:58—Tips for gym owners.

How Does Your Business Survive Change?

Mon, 17 Jan 2022 00:00:00 -0500

If you don't post pictures of torn, bloody hands like you did in the old days, is it really your gym?

If there isn't a shirtless athlete vomiting in the corner, is it really your gym?

If you aren't the one unlocking the doors at 5 a.m. and locking them again at 9 p.m., is it really your gym?

Things change, and so will your business if it's to survive the test of time. Here's Coop on which changes matter—and which don't.

P.S. Coop's new book is out! For everything you need to start and scale a fitness business, get your copy of "Start a Gym" here.

Links:

Gym Owners United

Timeline:

1:14 – The story of Theseus’ boat.

3:06 – Grandfather’s axe.

4:38 – The story that matters.

Gym-Owning Lawyer on Music Licensing (and Much More)

Thu, 13 Jan 2022 00:00:00 -0500

You get a scary-looking letter in the mail. The gist: "Pay us now or stop playing music in your gym!" Is it legit? Are they watching you?

The truth is that's the smallest of mines gym owners must navigate on the legal battleground of gym ownership. Matt Becker knows firsthand. He's a gym owner, laywer and founder of gymlawyers.com, and here, he joins Chris Cooper to answer your top questions about the legalities of gym ownership.

P.S. Coop's new book is out! For everything you need to start and scale a fitness business, get your copy of "Start a Gym" here.

Links:

Gym Lawyers
Gym Owners United

Timeline:

2:42 – ASCAP and music licensing fees. Are they legit?

10:36 – Do you need an AED on-site? What about training to use it?

15:59 – All about waivers. What do they protect gym owners from? What don’t they? What should you absolutely have on yours?

21:16 – Why you need incident reports on hand.

23:19 – Leases and escape clauses.

30:37 – Noncompetes and non-solicits: What they are and whether they’re reasonable.

34:41 – Employees vs. independent contractors: rules and language to look out for.

42:46 – When a noncompete clause invalidates an entire contract — and when it’s actually valid.

45:57 – Non-solicits: Should you have one?

49:16 – When to seek help from an attorney.

Start a Gym: Chris Cooper's New How-To Book

Mon, 10 Jan 2022 00:00:00 -0500

Aspiring gym owners: What if you had the solutions to all the newbie gym-owner mistakes BEFORE you made them?

Current gym owners: What if you could get the answers to the problems that have been plaguing you since you opened your doors?

Sit tight — all that and more is coming your way in Chris Cooper's latest book, "Start a Gym" (both the book and its namesake course will be available on Jan. 24, 2022).

Here, Coop shares a preview of what the new book and course contain and how they can help new and existing gym owners alike build a stable, profitable business.

Links:

Gym Owners United

Timeline:

00:14 – Now is the best time to start a gym business.

6:13 – Should you buy an existing gym or start from scratch?

6:58 – Should you take a partner?

8:32 – Choosing your method.

10:16 – Choosing a location.

12:02 – Buying equipment.

13:58 – Setting up your services.

14:29 – Setting your prices.

15:13 – Selling your services.

16:27 – Setting up your media platform.

17:22 – Getting your first clients before you open.

18:36 – Pre- and post-launch checklists.

18:53 – Advice from millionaire gym owners.

19:44 – Rolling the dice.

How Does a Pastor Build Community at His Gym?

Thu, 06 Jan 2022 00:00:00 -0500

The client/member journey. Helping people lead better lives. Leadership and relationship-building.

All of the above and more are key for building a healthy community with healthy community members — and Tres Kennedy is doing just that in two places: Move Church, where he serves as a pastor, and CrossFit Wotown, the gym he owns with his wife Erin.

Here, he shares some of the lessons he's learned apply to both his flocks.

Links:

CrossFit Wotown
Move Church
Gym Owners United

Timeline:

00:48 – Planting a church and starting a gym.

3:57 – The member journey: surprising similarities.

6:11 – Taking Two-Brain to church.

8:12 – Breaking barriers.

10:08 – Identifying drop-off points and taking action.

12:02 – Taking self-improvement beyond the workout.

16:24 – What being a pastor has taught Tres about entrepreneurship.

21:19 – “People don't care about how much you know until they know how much you care.”

23:01 – Retention, self-worth and cynicism.

25:47 – The critical thing gym owners must know to build tight-knit community.

29:29 – Gym owners: your homework.

CrossFit Home Office: The Value of Affiliation

Mon, 03 Jan 2022 00:00:00 -0500

Chris Cooper sits down with CrossFit Home Office reps Gary Gaines, Austin Malleolo and Daniel Chaffey to talk about CrossFit affiliation and more.

First question from Chris: What is the value proposition for CrossFit affiliation now with Eric Roza at the helm? The four also discuss CrossFit's mission, new and upcoming CrossFit products, lobbying efforts, CrossFit in the era after Greg Glassman, and what people can expect in the future from HQ.

If you're a current CrossFit affiliate or if you're considering affiliation, don't miss this one.

Links:

Gym Owners United

Timeline:

1:12 – Who is Gary Gaines? And what does he do for CrossFit Home Office?

6:04 – What is the value proposition of CrossFit affiliation?

11:59 – How does CrossFit Home Office evaluate its ideas?

22:22 – How does CrossFit evaluate the outcomes of its new products?

33:21 – What about getting metrics and data from gyms?

39:06 – Are we still fighting Big Soda, and what’s the mission now?

41:56 – The new culture at headquarters.

51:44 – Direct-to-consumer products. Is CrossFit competing with its affiliates?

55:53 – CrossFit gyms as essential businesses: What is HQ doing?

1:00:46 – Regional gatherings for affiliates.

1:05:31 – The future of the CrossFit Home Office roadmap.

1:07:58 – Defending the brand.

1:12:20 – How to get in touch with CrossFit Home Office.

How to Screw up and Grow Anyway

Thu, 30 Dec 2021 00:00:00 -0500

When you were new to your sport or discipline, you probably made a lot of mistakes. But what was the key to getting better? More reps, yes — but more importantly, better reps. To improve, you had to acknowledge what you were doing incorrectly and do something different.

The same goes for entrepreneurship. You're gonna make mistakes. The key is to learn from them and do better — and not get stuck doing something that doesn't work just because you've already invested time and money in it.

Chris Cooper is not immune to mistakes; Two-Brain Business is built on the mistakes he's made and learned from. Here, he shares the four simple steps you need to take after making a mistake to improve the outcome the next time around.

Links:

Incite Tax
Drink O2
Gym Owners United

Timeline:

1:37 – The sunk-costs trap.

6:01 – Only make new mistakes.

6:59 – Never repeat mistakes.

8:15 – Use trial timelines.

9:50 – Determine what success looks like in advance.

13:01 – Use the impact filter.

16:50 – “Make mistakes, make ‘em fast, and learn from every one.”

How to Make Time to Grow Your Business

Mon, 27 Dec 2021 00:00:00 -0500

Your business will never grow if you spend all your time coaching classes and mopping floors.

So unless you want to do that for the rest of your life, you've got to make time to work on your business instead of in it.

Chris Cooper explains how.

Links:

The 10-Hour CEO
How To Optimize Your Day
Driven Nutrition
Gym Lead Machine
Gym Owners United

Timeline:

1:00 – How Coop turned a crazy job into a great business.

7:04 – Start with one hour per day.

8:00 – Creating time, space, and capital.

9:57 – The principles at work: Parkinson’s law and the Pareto principle.

11:08 – Free resources to take you from Founder to Farmer phase.

Can Gym Owners Benefit From NFTs?

Thu, 23 Dec 2021 00:00:00 -0500

Nyan Cat. Doge. Charlie Bit My Finger.

If all you think of when you hear "NFT" are funny internet things that inexplicably sell for tens of thousands of dollars, you need to listen to this podcast.

Web 3.0 — in which creators license and sell their work on their own on the blockchain — is on the horizon, says Two-Brain Business founder Chris Cooper. And with it comes some great potential opportunities for gym owners.

Links:

Forever Fierce
Arbox
Gym Owners United

Timeline:

1:10 – The dawn of Web 3.0.

4:41 – Gym owners and NFTs: Programming.

7:39 – NFTs: eliminating the middleman.

8:45 – Selling pull-up progressions as NFTs.

10:13 – An example from the Two-Brain community.

12:33 – Who stands to win big with NFTs.

The State of the Fitness Industry Report

Mon, 20 Dec 2021 00:00:00 -0500

In the fitness industry, voices will always say, “This worked for me, and it will definitely work for everyone!” Those are the “n = 1 experts.” And maybe their ideas will work for you. But their advice carries risk:

What if they’re over-reporting results?
What if they’re under-reporting downside?
What if their idea only worked once?
What if their idea only worked in their gym?
What if their idea only worked with their clients?
What if their idea will stop working over time?
What if they’re incentivized to sell you on the idea?

Worse are the n = 0 “biz coaches” who will sell you an idea they haven’t tested themselves.

But data? Data eliminates risk and silences those without proof.

Data also makes great things possible: Two-Brain created six first-time millionaires in 2021. Real millionaires. Not the shell-game success stories who say “I made $100,000 at my gym last month and expect it to continue forever!” Instead, we helped real gym owners grow their net worths to over $1 million.

Our 2021 report contains information from 14,162 gyms. It is the largest and most comprehensive data set ever collected in our industry. It’s the info gym owners need right now.

Links:

Download the free State of the Fitness Industry 2021 report
Arbox
PushPress
Wodify
Incite Tax
Zen Planner
Gym Lead Machine
Gym Owners United

Timeline:

1:04 – Why the data matters.

4:38 – Where our data comes from.

6:22 – Length of time in business.

7:13 – How many clients the average microgym has and their avatars.

9:23 – Who grew in 2021.

13:43 – How much gyms are charging.

15:38 – Where the revenue comes from.

16:14 – How long members are staying.

17:24 – What gyms are selling.

23:50 – CrossFit Games Open participation rates.

25:16 – Staffing and staff compensation.

27:46 – How much gym owners are paying themselves.

30:17 – What differentiates high earners from low earners.

31:07 – Gym owner hours worked.

33:51 – Profitability and square footage.

34:45 – Profitability by sector.

35:49 – Business debt.

36:11 – Profit and post-COVID bounceback.

37:15 – Why we made this guide — and are giving it away for free.

Top 5 Tactics to Generate Year-End Revenue

Thu, 16 Dec 2021 00:00:00 -0500

What do you tell your clients about the last few weeks of the year? Do you tell them "Eh, forget it; eat all the trash you want and start fresh next year"? No! You teach them to take advantage of those last few weeks to keep working on their fitness and start the New Year on a roll.

The same concept applies to revenue. Just because the holidays are upon us and the end of the year looms near doesn't mean your 2021 earning potential is capped. Try one—or all!—of Coop's top-five tactics to bring in extra revenue before you close the year's books.

Links:

"Nutrition Challenges Are Dead. Kickstarts Are the Answer."
"How to Run Specialty Courses Every Day of the Year"
Affinity Marketing guide
Book a Free Call with a Mentor
Drink O2
Forever Fierce
Beyond the Whiteboard
Gym Owners United

Timeline:

2:42 – The retail pre-sale.

4:10 – Write a “top gifts for …” blog post.

6:43 – Run a “save-your-spot-for-January” promotion.

7:59 – Host a Bring-a-Friend holiday party.

9:21 – Run a January kickstart.

3 Minutes for Retention, Reacquisition and Re-Engagement

Mon, 13 Dec 2021 00:00:00 -0500

This episode of Two-Brain Radio is short but powerful—just like the tactics it's about.

Tune in and learn how to make more money and improve retention with 12 simple text messages.

Links:

FOMO Alert: Three Minutes for Marketing (and Retention)
"Building $86,000 Monthly Revenue Through Retention (and Sales)" with John Heringer
How to Fix the Weak Links in Your Marketing Chain
Two-Brain Programming
Incite Tax
Gym Owners United

Timeline:

1:32 – You’re gonna want to hit “pause.”

4:13 – Why it’s more important to be clear than unique.

5:53 – The three-minute drill to make more money.

7:05 – Why it works.

How to Buy a Gym (or Sell One)

Thu, 09 Dec 2021 00:00:00 -0500

The gym down the road from you isn't doing so hot. One day, you get a call from the owner: "Do you wanna buy my gym?"

There's a lot to consider—more than just gross revenue and client headcount. How profitable is it? What mistakes and liabilities would you be acquiring? Do you actually need to buy that gym to get its clients?

Two-Brain Business founder Chris Cooper breaks it down step-by-step with exactly what to consider and how to crunch the numbers before you buy—or sell—a gym.

Links:

Driven Nutrition
Two-Brain Coaching
Free Tools
Gym Owners United

Timeline:

5:36 – How to determine what a gym is worth.

7:38 – Equipment and assets.

10:32 – Accounting for liabilities.

14:22 – How it can all go wrong.

15:57 – Why you should interview the coaches before you buy.

17:13 – Talk to the seed clients.

18:39 – Buying out a partner.

20:01 – The importance of non-competes.

21:49 – The question you need to ask yourself before you buy a gym.

The Secrets of Exponential Growth in Gyms

Mon, 06 Dec 2021 00:00:00 -0500

Ever seen an ad promising "exponential growth" with one easy trick? "Buy this lead program and grow your gym exponentially!"

It's a catchy buzzphrase, but true exponential growth—growth that continues to grow and expand on itself—requires intention.

Here, Two-Brain founder Chris Cooper shares how to make referral marketing an active process to achieve truly exponential growth.

Links:

Level Method
Drink O2
Affinity Marketing Cheat Sheet
"Help First"
Gym Owners United

Timeline:

1:01 – Defining “exponential growth.”

2:16 – What exponential growth looks like in the gym business.

4:00 – Create a culture of referral.

5:08 – How to ask for referrals.

9:29 – Play the long game.

10:57 – Using events to bring in new clients.

15:07 – The events that don’t work.

18:18 – Why you shouldn’t trade discounts for referrals.

20:24 – How discounts for long-term contracts hurt your business.

Mentorship and Franchise Gyms: D1 Training Columbus

Thu, 02 Dec 2021 00:00:00 -0500

The three most important stats when it comes to marketing are these: Set rates (how many appointments you book), show rates (how many people actually show up to those appointments) and close rates (how many of those people actually buy something in those appointments).

In October, Kyle McGough of D1 Training Columbus led Two-Brain Business clients in all three. Here's how he did it.

Links:

D1 Training Columbus
Gym Lead Machine
Forever Fierce
Gym Owners United

Timeline:

2:22 – The challenges of being a “legacy” franchise.

5:24 – Flipping the system from high volume, low value to one-on-one relationships and high-value sales.

8:51 – Merging mentorship and the franchise model.

12:33 – Franchise plus autonomy: The best of both worlds.

15:27 – Implementing Two-Brain practices in to the D1 model.

17:40 – The prescriptive model meets free trial workout.

23:14 – The intro and consultative process.

24:28 – One good month follows another: A peek at November’s numbers.

27:25 – How Kyle gets so many leads — and how he gets them to show up.

33:19 – Who has time for all that lead nurture?

36:14 – The secret to closing.

39:11 – Finding the sweet spot between mentorship and the franchise model.

The 3 Questions Fitness Entrepreneurs Must Ask Themselves

Mon, 29 Nov 2021 00:00:00 -0500

You're an entrepreneur: You've got ideas, you're creative, and you want to do things your own way. We get that. But don't let your independent spirit cost you time and money.

Instead, ask yourself the same three questions Chris Cooper asks himself before he tackles any new business venture—and watch as you save gobs of resources.

Links:

Chalk It Pro
Arbox
Gym Owners United
Free Tools

Timeline:

1:51 – “Who has solved this before me?”

5:41 – “Who has solved this better than anyone else?”

7:50 – “What’s the average solution?”

10:10 – How to use the answers to those three questions to improve your business.

What's Better Than a Value-Killing Free Trial Session?

Thu, 25 Nov 2021 00:00:00 -0500

What's better than a free trial? Providing value.

Free knowledge won't get you long-term clients. Providing something of value will — and value isn't free.

Here's Chris Cooper on the difference between value and price, and why you're doing yourself a disservice by offering free trials.

Links:

AGuard
Beyond the Whiteboard
Gym Owners United

Timeline:

1:08 – Value vs. price.

6:14 – Value is better than free.

9:54 – Knowledge doesn’t create value. Action does.

How to Pay Your Coaches More (Without Losing Money)

Mon, 22 Nov 2021 00:00:00 -0500

You want your coaches to make a good living at your gym. But how can you pay them more without hurting your bottom line?

It's not about giving staff a bigger piece of the pie, Chris Cooper says. It's about baking a bigger pie.

Here's how to do it.

Links:

Two-Brain Coaching
Two-Brain Programming
Gym Management: The Case for Part-Time Coaches
Intrapreneurialism 101
Go With Them

Timeline:

2:31 – You earn more money by creating more value for more people.

3:28 – Pay coaches more by helping them build their careers.

6:57 – The wrong way to pay coaches more.

7:33 – Figure out what you can afford to pay per class.

9:34 – What to do if that figure is too low.

11:42 – The ratios stay the same—so bake a bigger pie.

12:15 – Should coaches get paid the same amount?

Chris Cooper's Best Books of 2021 for Gym Owners

Thu, 18 Nov 2021 00:00:00 -0500

If there's a business book out there, chances are Chris Cooper's read it. That's good news for you, because it means you don't have to guess which ones are worth your while.

Here are Chris Cooper's top reads — books that actually made a measurable difference in his business — from 2021, as well as which ones you can stand to skip.

Links:

Incite Tax
Driven Nutrition
Gym Owners United

Timeline:

1:49 – “$100M Offers: How to Make Offers So Good People Feel Stupid Saying No” by Alex Hormozi.

3:06 – “Essentialism: The Disciplined Pursuit of Less” by Greg McKeown.

4:50 – “Steal the Show: From Speeches to Job Interviews to Deal-Closing Pitches, How to Guarantee a Standing Ovation for all the Performances in Your Life” by Michael Port.

6:24 – “Think Like a Monk: Train Your Mind for Peace and Purpose Every Day” by Jay Shetty.

7:40 – “The Dichotomy of Leadership: Balancing the Challenges of Extreme Ownership to Lead and Win” by Jocko Willink and Leif Babin.

10:01 – “Beyond Order: 12 More Rules for Life” by Jordan Peterson.

11:44 – “Who Not How: The Formula to Achieve Bigger Goals Through Accelerating Teamwork” by Dan Sullivan and Dr. Benjamin Hardy.

14:29 – “Get Different” by Mike Michalowicz.

16:13 – The books you can skip from 2021.

How to Prevent Clients From Leaving Over the Holidays

Mon, 15 Nov 2021 00:00:00 -0500

The holiday season: Chris Cooper calls it the "black hole of hedonism." Schedules fill up, good eating habits go out the window for weeks on end and frustrated clients pause their memberships—or even quit altogether.

How do you keep your clients from getting sucked in?

Here's Coop on the best way to retain clients during the holidays.

Links:

Drink O2
Gym Lead Machine
Gym Owners United

Timeline:

0:46 – A coach’s greatest weapon during the holiday season.

1:48 – Give your clients a plan.

2:48 – The habits tracker.

4:04 – Go back to the CALM model.

Done-With-You Services: The Secrets of Incredible Value

Thu, 11 Nov 2021 00:00:00 -0500

Want to sell a higher-value service? Or increase the value of the service you already provide? You've got to increase your "with-ness."

"With-ness" is the degree to which your service is a "done-with-you" service. That means you're not selling a commodity (done for you) and you're not selling an instruction manual (do it yourself). You're walking the path right alongside your client, giving them personalized attention and feedback and adjusting the course as needed. You're doing it with them.

Done-for-you and do-it-yourself services are not bad. But they're not what you're selling—at least not if you're selling high-value coaching.

Links:

Drink O2
Gym Lead Machine
Gym Owners United

Timeline:

1:21 – Lessons from Coop’s editor.

4:37 – Why you’re worth big-ticket prices.

5:12 – Done-for-you services: Pros and cons.

6:35 – DIY: Pros and cons.

8:51 – Bridging the gap with done-with-you services.

9:42 – Benefits of the done-for-you approach.

11:06 – DIY and done for you: Neither is your competition.

14:26 – “With-ness”: Where the value is.

18:29 – What high-value coaching looks like.

How to Keep Clients for Years Instead of Months

Mon, 08 Nov 2021 00:00:00 -0500

Sales and marketing may be trendy and sexy, but retention is where you make your money. It's easier—and more cost-effective—to keep a client than to gain a new one.

Nick Seabock owns CrossFit Off the Grid in New Jersey, and with an average length of engagement of 41 months per client, he was Two-Brain's retention leader for July.

Here, he joins Mike Warkentin to talk retention tactics: How to keep clients new and old engaged and committed for the long haul.

Links:

CrossFit Off the Grid
Beyond the Whiteboard
Chalk It Pro
Gym Owners United
Free Tools

Timeline:

2:24 – Nick Seabock: Third in line to the gym-owner throne.

7:13 – Going from head coach to owner.

9:51 – Back to basics.

13:13 – Social media: Your most powerful retention tool.

18:32 –The power of touch points.

21:26 – Systematizing retention efforts.

24:34 – Automation vs. personalization.

27:28 – Don’t forget about your long-timers.

32:59 – Tell your members’ stories.

34:51 – What to do today to start improving length of engagement.

7 Signs You’re a Mature Entrepreneur (and 5 Signs You Aren’t)

Thu, 04 Nov 2021 00:00:00 -0400

Remember when you first started coaching and your whiteboard briefings were more like physiology lectures? You don't do that anymore now. Now, as a mature coach, you know your clients just need to focus on one cue at a time.

Entrepreneurship has a path to maturity, too. Some lessons you can learn from books and experts. Others simply require time — and experience making a mistake or two.

Chris Cooper's been an entrepreneur for a long time, and he's made a lot of mistakes. But he's better for it, and here, he shares some wisdom from the road to entrepreneurial maturity.

Links:

Arbox
AGuard
Gym Owners United

Timeline:

0:55 – How Coop realized he was maturing as an entrepreneur.

3:42 – Taking a long-term perspective.

6:46 – You never know what worse luck your bad luck will save you from.

8:40 – Finding balance between business concepts.

10:14 – Understanding that retention trumps sales.

11:59 – Flexible with service, committed to audience.

13:04 – You can learn from your competition.

14:29 – Finish one thing before starting another.

16:05 – Signs you have a ways to go: You think too much about what others are doing.

16:24 – You try to impress the wrong people.

17:32 – You chase novelty.

18:12 – You get political.

19:17 – You’re suspicious of others’ success.

CrossFit Affiliate Playbook: Chris Cooper’s Review

Mon, 01 Nov 2021 00:00:00 -0400

CrossFit LLC recently released its new CrossFit Affiliate Playbook.

What's inside? Who might benefit most from it? And is the advice any good?

Coop shares his thoughts.

Links:

Drink O2
Beyond the Whiteboard
How to Make $100,000 with 150 clients
Gym Owners United

Timeline:

3:07 – Why you need a playbook.

6:35 – The reason most gyms fail.

8:21 – Cracking open the CrossFit Affiliate Playbook.

9:55 – Defining success.

11:50 – Core values, mission, and vision.

13:31 – On culture and exclusivity.

15:39 – How to serve people better.

17:36 – Creating a business plan.

21:09 – SWOT analysis.

21:40 – Revenue models and the right questions to ask.

23:40 – Remember who’s talking.

24:29 – Where the CrossFit Affiliate Playbook deviates from the data.

26:38 – What the playbook gets wrong about setting prices.

32:02 – What the CrossFit Affiliate Playbook could do for you.

The Only Reason Chris Cooper Would Buy Another Gym

Thu, 28 Oct 2021 00:00:00 -0400

The gym down the street is closing. Yours, however, is doing great. Should you buy the failing gym? Is it an opportunity to grow your business or will you be buying a whole new set of problems?

Chris Cooper is notorious for advising against buying other gyms. But there are a few situations in which buying is a win-win for everyone — and even Coop would make an offer.

Here's what they look like.

Links:

Incite Tax
Level Method
Free Tools
Gym Owners United

Timeline:

1:05 – Gyms are getting sold — and why that’s a good thing.

3:38 – The one reason Coop would buy another gym.

5:06 – Barriers to buying a built-in audience.

5:41 – What mistakes are you buying?

6:15 – A successful gym buyout.

8:47 – Purchasing retention.

9:53 – Selling a gym as a Two-Brain client.

11:47 – Know what you’re buying.

Chris Cooper's Gym-Owner Challenge: Steal 5 Exercises!

Mon, 25 Oct 2021 00:00:00 -0400

When was the last time you taught your clients something new?

We've all got our preferences: CrossFit, boot camp, yoga. But when you bring something new into your practice, your clients — and your business — will be better for it.

It's what we do all the time at Two-Brain Business. Learn why in this episode of Two-Brain Radio, then take Coop up on his challenge to learn five new exercises in the next 30 days that will help broaden your practice and benefit your clients.

Links:

Gym Lead Machine
Two-Brain Coaching
Gym Owners United

Timeline:

2:37 – Buying knowledge from the experts.

7:12 – How CrossFit made something new out of existing parts.

9:02 – Why gym owners should try new things.

11:40 – Coop’s challenge to you.

The 02 Story: Dave Colina on Helping Gyms

Thu, 21 Oct 2021 00:00:00 -0400

In business, it can be tough to formulate a win-win-win scenario: The business wins, the client wins, and the client's client wins, too.

But that's exactly what Dave Colina and his company, Drink O2, did when the COVID-19 pandemic began to hit gyms hard — and they've only continued to do bigger and better good since then, including bringing together a coalition of fitness brands to help gym owners make more retail sales and incentivize and retain new clients.

Learn about how O2 took a help-first approach to a community in crisis — and how everyone can benefit from it.

Links:

Drink O2
Community Coalition
Chalk It Pro
Gym Owners United

Contact:

gyms@drinko2.com

Timeline:

1:43 – The story behind Drink O2.

4:29 – Helping gyms during the COVID crisis.

8:01 – Forming a coalition of brands to support gyms.

12:59 – “Stay for May”: an even bigger impact.

18:32 – Dealing with the chaos surrounding the CrossFit brand.

24:02 – How O2 and CrossFit are joining forces to help affiliates become more profitable. Dave's thoughts on the new Affiliate Partner Network.

CrossFit Precision Care: Will It Benefit Affiliate Owners?

Mon, 18 Oct 2021 00:00:00 -0400

CrossFit, LLC recently announced its newest offering: CrossFit Precision Health Care, billed as "personalized healthcare from CrossFit-trained doctors and health professionals based on your unique goals and needs."

But what exactly is it? Does it work? Will it help affiliate owners and their clients, or is it just another form of competition?

Chris Cooper weighs in with his initial thoughts.

Links:

Two-Brain Programming
Forever Fierce
Gym Owners United
CrossFit Precision Care
Julie Foucher and Eric Roza discuss the state of primary care

Timeline:

1:17 – Four questions to ask when considering CrossFit’s new Precision Health Care program.

2:50 – How an ecosystem of support in health care could be beneficial to your clients.

6:56 – Will CrossFit’s Precision Health Care present competition for affiliates?

8:19 – Will it help your clients?

9:03 – Will it help your coaches?

9:58 – Will it help CrossFit, LLC?

10:51 – The Two-Brain verdict.

Stop Hoarding Money in Your Business (and Do This Instead)

Thu, 14 Oct 2021 00:00:00 -0400

When it comes to bank accounts, bigger is better, right?

Chris Cooper says "no!"

Don't misunderstand: He's not saying you should spend every dime you make. But if your go-to financial strategy is to squirrel away every dollar into your business' bank account, you're actually limiting your earning potential.

Coop explains it all in this sprint episode of Two-Brain Radio.

Links:

AGuard
Beyond the Whiteboard
Gym Owners United

Timeline:

1:11 – Hoarding too much money is wasteful.

2:21 – Your safety net doesn’t need to be that big.

4:06 – How much cushion you really need.

6:03 – Don’t let insecurity drive your financial plan.

7:13 – Examine where that insecurity comes from.

How to Deal With the Copycat Gym Down the Street

Mon, 11 Oct 2021 00:00:00 -0400

What do you do when the gym down the street undercuts you on prices? Or opens a location a hop and skip from your front door? Or steals your best ideas?

Celebrate, says Chris Cooper. Competition is just an opportunity.

An opportunity to be the A-plus service and get the clients who graduate up to your gym after stagnating with the B-minus service. An opportunity to get the best clients while the lesser competition gets the ones who're out for a discount. An opportunity to differentiate yourself and be better.

Links:

Driven Nutrition
Arbox
Gym Owners United

Timeline:

1:05 – The kind of competition you want.

4:53 – The goldfish scenario.

7:41 – Why you shouldn’t worry about copycats.

9:26 – An opportunity to be different.

10:24 – An opportunity to be the best.

14:16 – Why you need competition.

Financial Problems? Billy Hofacker is Your Fitness Money Coach

Thu, 07 Oct 2021 00:00:00 -0400

Eleven years ago, Billy Hofacker answered a knock at his door, only to find his brand-new, cherished Honda Accord being towed away by the repo man. When he faced the mountain of unpaid bills and did the math, the total came to a staggering $130,000 of consumer debt.

Today, Hofacker — a personal trainer of 20 years — is the owner and CEO of Total Body Boot Camp and Performance Center, with two successful locations in the hyper-competitive market of Long Island, New York. And he uses the tools and expertise he gained digging out of his own debt and building a platform of wealth to help other fitness pros do the same.

Here, he and Chris Cooper talk about how gym owners can win with money.

Links:

Your Fitness Money Coach
"Fitness Profits"
Your Fitness Coach Money Podcast
Drink O2
Beyond the Whiteboard
Gym Owners United

Timeline:

1:47 – Becoming a fitpro.

4:09 – Hitting financial rock bottom.

6:33 – Becoming the Fit Money Coach.

8:29 – The most common money problems fitpros face.

10:01 – How to stop feeling guilty about charging what you’re worth.

13:34 – How Billy paid off $130,000 of personal debt in five years.

18:13 – How paying off that debt made Billy a better business owner.

20:34 – What Billy does for fitpros.

21:37 – Staying motivated after you’ve made the money.

25:13 – What to do with the money you’ve made.

Building $86,000 Monthly Revenue Through Retention (and Sales)

Mon, 04 Oct 2021 00:00:00 -0400

John Heringer owns Method3 Fitness in San Jose, California — a gym that does $86k in monthly revenue. What's the secret?

The secret is that there's no singular secret. Retention tactics, sales strategies, systems to execute those things and a true service mindset — Heringer and his team weave it all together. The result? High-value clients who get results, stay longer and generate more revenue.

John and Two-Brain Radio host Mike Warkentin dive into the details here.

Links:

Method3 Fitness
Level Method
Two-Brain Programming
Gym Owners United

Timeline:

1:28 – Getting to know Method3 Fitness.

10:08 – Going from $100k per year to $86k per month.

13:55 – Personal training vs. group fitness: Method3’s breakdown.

16:12 – Tactics for stellar length of engagement and retention.

25:38 – Saving — and even upgrading — would-be cancelers.

29:37 – The other arm of revenue: Sales.

33:53 – A prescriptive approach to the free trial.

37:56 – The results roadmap meeting.

40:27 – It’s a lot of work. How does Method3 manage?

44:46 – Systemize it, staff it, streamline it.

45:40 – One powerful thing you can do today to improve retention.

"Should I Start Another Business?"—Chris Cooper Answers

Thu, 30 Sep 2021 00:00:00 -0400

So you've got a successful gym business. You're paying the bills and making a nice profit, too. Time to start another business and double your money! — Hold on a sec.

Chris Cooper is no stranger to starting businesses, and in his original book, "Two-Brain Business," he describes your first business as the cornerstone to a larger platform that you can build.

But what he didn't mean was to go open a coffee shop, pizza joint or even a yoga studio.

Here, Coop offers guidance on when to start a second business — and what that second business should be.

Links:

Gym Lead Machine
Forever Fierce
Gym Owners United
"Two-Brain Business"
"Founder, Farmer, Tinker, Thief"
"Gym Owners Handbook"
Two-Brain Coaching
Two-Brain Programming

Timeline:

0:36 – Why Coop is rewriting “Founder, Farmer, Tinker, Thief.”

2:11 – Why most gym owners should not start a brand-new business.

4:54 – The key middle ground.

6:03 – Why Chris started Two-Brain Coaching.

8:37 – Why Chris started Two-Brain Programming.

13:29 – The question you need to ask yourself before you start another business.

15:48 – What Chris is working on now.

The New Breed of Coaches (and Why Owners Love Them)

Mon, 27 Sep 2021 00:00:00 -0400

A good coach starts and ends the class on time and teaches the air squat well.

A great coach does those things and much more: They close sales through no-sweat intros. They follow your coaching principles but bring their own expertise and personalities to the floor. They create content and build authority as experts in their field.

At least, the ones who complete the Two-Brain Coaching course do.

Here, course creator and mentor Mike Watson joins Two-Brain mentor and Two-Brain Coaching co-founder Josh Martin to talk about how the course benefits coaches and gym owners alike.

Links:

Two-Brain Coaching
Incite Tax
Gym Owners United

Contact:

mike@twobraincoaching.com

Timeline:

3:05 – Rockstars of the Two-Brain Coaching course.

7:55 – What is a Module 1 coach?

10:45 – Preparing coaches to handle No-Sweat Intros.

18:57 – Helping coaches find and hone their niches.

22:44 – Coaches’ homework: content creation.

25:07 – How to get coaches to create content.

30:11 – Getting third-party insight.

32:14 – Bringing the benefits back to the gym — and making other coaches better, too.

36:28 – Developing a cohesive approach among your staff.

41:00 – Building confidence.

Unlimited Offers: Is Your All-In Option Reducing Value?

Thu, 23 Sep 2021 00:00:00 -0400

The unlimited membership is often pegged as the key to building revenue and retention.

But if you're rolling all your services into one package — your core offerings plus extras like nutrition coaching or speciality classes — you're actually undercutting the value of those offerings and priming clients to get bored and look elsewhere.

Chris Cooper explains it all here.

Links:

Chalk It Pro
Driven Nutrition
Gym Owners United

Timeline:

0:59 – If clients should only pay for what they want, why does Two-Brain offer more resources than any one gym owner could use?

2:11 – Value vs. perceived value.

4:23 – Recency bias.

6:41 – Two-Brain Business vs. recency bias and the biz-coaching biz.

10:17 – Balancing core offerings with novelty.

Why You Aren't Getting Paid What You're Worth (and How to Fix It)

Mon, 20 Sep 2021 00:00:00 -0400

How come F45, Orangetheory and the fancy club downtown can charge sky-high prices for "total transformations" and you can't? Especially when you're just as good — if not better — at coaching?

It's all about value — and the client gets to decide what yours is.

Here, Chris Cooper shares five key ways to establish a higher value for your service — and charge more for it.

Links:

AGuard
Arbox
Two-Brain Coaching
Gym Owners United
"The Go-Giver"

Timeline:

1:59 – You don’t determine your value. Your clients do.

3:44 – The five laws of value.

4:22 – Excellence.

5:11 – You have to get people results.

7:15 – You also need to be a communicator.

9:02 – Consistency.

11:22 – Attention.

14:09 – Empathy.

16:02 – Appreciation.

A+ Coaching: Class Prep, Confidence and Client Connection

Thu, 16 Sep 2021 00:00:00 -0400

CrossFit trainers: How familiar is this scenario?

Tomorrow's workout has just been posted. It's a max deadlift followed by Diane, 21-15-9 reps of deadlifts and handstand push-ups. You know what to do; you've done that workout dozens of times. No need to prepare a lesson plan, right?

Wrong — according to Railroad CrossFit owner Shawn McQueen.

Here, Shawn joins Two-Brain Business mentor Josh Martin for a candid discussion about what separates the average coaches from the greats.

Links:

Railroad CrossFit
Drink O2
Beyond the Whiteboard
Gym Owners United

Timeline:

2:49 – The struggles of group-fitness coaching.

5:19 – Preparation is key.

8:25 – What happens when you don’t prepare.

13:30 – Why lesson planning is worth the time.

16:42 – Why every coach should make their own lesson plan.

18:55 – Failing to plan is planning to fail.

26:11 – Remember your why.

29:04 – Body language and feedback.

33:32 – Building rapport.

Gym Owner Makes $290 an Hour (and Tells You How to Do It, Too)

Mon, 13 Sep 2021 00:00:00 -0400

Do you know what your Effective Hourly Rate (EHR) is? That is, your pay, divided by the number of hours it took to earn it?

Joleen Bingham's is $290.

But it wasn't always that high. Here's how she multiplied a $10 starting EHR by 29 — and how you can, too.

Links:

Two-Brain Programming
Level Method
Gym Owners United
Level Up Your Staff (and Fire Them Up Instead of Firing Them)

Timeline:

2:26 – Joleen’s starting EHR: $10

4:22 – What happened when Joleen started listening to her mentor.

6:58 – Climbing the value ladder.

9:24 – Offloading tasks and becoming a tinker.

11:13 – Taking the first step toward higher EHR.

14:34 – Lessons learned post-COVID.

17:32 – Narrowing the client avatar.

23:37 – The top three things to focus on right now to increase EHR.

28:29 – The three things to focus on to go from a $50 to $100 EHR.

Chris Cooper: Your Route Through the Entrepreneur's Valley of Death

Thu, 09 Sep 2021 00:00:00 -0400

So you're ready to scale up and out. Maybe you want to open a second location; maybe you want to start a new business altogether. First, you're going to have to cross the Valley of Death.

The Valley of Death is the gap that lies between your first successful business and your second. It's the money gap. The knowledge gap. The tools gap.

Chris Cooper has crossed the Valley of Death more than once. Here, he'll tell you how to get safely to the other side.

Links:

Two-Brain Coaching
Incite Tax
Gym Owners United
"Simple Numbers"
"Traction"
"Get a Grip"

Timeline:

1:30 – The Valley of Death.

3:19 – Gaps that kill.

6:13 – The gaps that almost got Coop.

8:27 – Operational skills vs. management skills.

11:36 – Change is inevitable.

12:36 – Upgrading to expert-level knowledge.

15:39 – To cross the Valley, start with a big buffer.

20:01 – Trade where you can.

21:57 – Join a mastermind.

22:31 – Partner with caution.

26:37 – Set up commercial agreements in advance.

28:41 – Simplicity scales faster.

29:17 – Maintain financial guidelines.

30:27 – Mentor your team.

30:57 – Layer your marketing.

32:48 – Think about your impact.

33:17 – Be patient.

How Matthew Becker Went From $250 to $12,000 in Monthly Net Owner Benefit

Mon, 06 Sep 2021 00:00:00 -0400

When Matthew Becker first opened Industrial Athletics in Pittsburgh, Pennsylvania, he already had another full-time job — so it didn't really matter if he never saw a dime from it.

But when he went all in on gym ownership — and when he finally started acting on his mentor's advice — he realized he'd been throwing away serious money.

Here's how Matthew increased his net owner benefit — all the ways in which a gym benefits the gym owner financially — from $250 a month to a whopping 12 grand.

Links:

Industrial Athletics
Drink O2
Beyond the Whiteboard
The Gear You (Don't) Need to Start a Gym
Gym Owners United

Timeline:

3:08 – Starting with $250.

9:14 – The game-changer that led to increased Net Owner Benefit.

14:44 – Pulling the trigger on high-ticket sales.

18:19 – Increasing revenue with hybrid programs.

22:56 – Avoiding unnecessary expenses.

27:02 – Another take on climbing the value ladder.

32:46 – Make a plan to distinguish your business.

37:08 – Invest in website and social-media expertise.

40:03 – Standardize and systematize.

44:17 – Calculate when to work in your business and when to work on it.

Who the Hell Is Sevan Matossian—and Why Was He Homeless?

Thu, 02 Sep 2021 00:00:00 -0400

The first time Chris Cooper saw Sevan Matossian — who, unbeknownst to Coop, was the director of media for CrossFit Inc. at the time — he yelled at him to stop taking photos at the Canada East Regional. Now, almost a decade later, the pair sat down for some real talk about everything CrossFit.

The award-winning filmmaker and former media director shares some deeply personal insight from his life, including how homelessness freed him to experience true happiness, how he became a filmmaker, and how his life and identity have changed since being let go from CrossFit Inc.

Please note that this episode involves an open discussion about media and context, and we've left the language intact. It is not suitable for all audiences and listener discretion is advised.

Links:

The Sevan Podcast
Gym Lead Machine
Forever Fierce
Gym Owners United

Timeline:

1:21 – The time Chris Cooper told Sevan Matossian to “get the hell outta here!”

4:41 – How Sevan found freedom in homelessness.

9:51 – Finding purpose working at a home for disabled adults.

11:38 – Falling into filmmaking.

15:05 – Sevan’s first award-winning film: “Our House.”

18:39 – Finding CrossFit via a braggart bodyguard.

21:32 – Becoming CrossFit’s first filmmaker.

24:43 – What CrossFit HQ used to be.

26:07 – How media made CrossFit what it is today.

28:26 – Coop and Sevan come full circle.

33:49 – On speaking off the cuff — and paying for it.

39:35 – The experiment and the biker gang.

47:06 – Where Sevan thinks CrossFit went wrong.

49:05 – Brand-building in the CrossFit world.

51:29 – Taking money but speaking truth.

55:30 – What happened with Make WODs Great Again?

1:03:16 – How to deal with being canceled.

1:07:06 – Sevan Matossian today: (mostly) free and (mostly) happy.

Chris Cooper on Competition and CrossFit’s Affiliate Playbook

Mon, 30 Aug 2021 00:00:00 -0400

On Aug. 12, Chris Cooper spoke with Eric Roza, CrossFit's new owner and CEO. Among other things, the pair discussed CrossFit's new Affiliate Playbook and other plans to support CrossFit affiliate owners. But doesn't that sound like competition for Two-Brain Business?

Here, Chris Cooper addresses that issue and more, including how knowledge isn't the problem, the difference between anecdotes and data, and why gym owners don't need to be afraid of a little competition.

Links:

Chalk It Pro
Driven Nutrition
Gym Owners United
Eric Roza: How CrossFit LLC Can Help Gym Owners Most
The Goldfish (Or How I Learned to Be OK With Bottom-Feeders)

Timeline:

1:31 – The elephant in the room: CrossFit’s Affiliate Playbook vs. Two-Brain Business.

3:15 – Knowledge isn’t the problem.

5:51 – Anecdotes vs. data.

11:14 – Mentorship vs. peer mentorship.

14:22 – When the competition attacks you.

16:51 – Be the best, attract the best.

No Disposable Days: How to Stop Spinning Tires and Get Things Done

Thu, 26 Aug 2021 00:00:00 -0400

Have you owned your gym for years but are still wearing all the hats and pulling 12-hour days? Maybe you're five, even 10 years in, but your business isn't any more profitable than it was the first two years.

If that sounds like you, Chris Cooper has some tough news for you: You don't actually have 10 years of experience. You have one year of experience repeated 10 times.

You've got to do things differently, and it starts with making time to work on your business, not in it. Here, Coop gives a week-by-week, hour-by-hour roadmap you can follow to move your business forward.

Links:

AGuard
Arbox
"Founder, Farmer, Tinker, Thief"
"Help First"
Two-Brain Coaching
Gym Owners United

Timeline:

2:06 – Time is a non-renewable resource.

5:34 – Write down your Perfect Day.

7:12 – Do your services, audience and their goals align?

9:45 – Talk to your staff.

10:05 – Get your business out of your head and onto paper.

11:05 – Write detailed job descriptions for every role in your business.

12:01 – What’s the top revenue-generating service you’re not currently offering?

12:37 – Consolidate your best practices.

13:28 – Write staff contracts.

14:26 – Invite 2-3 new clients to try your new service.

14:38 – Evaluate your staff.

15:22 – Crunch the numbers.

17:22 – Lead, assure and inspire.

18:32 – Evaluate your intake process.

20:09 – Dump another role off your plate.

21:05 – Bright spots and new revenue sources.

22:21 – Tell your first client story.

23:18 – Start thinking like a CEO.

26:05 – Collaborate with other service professionals.

26:26 – Start an email newsletter.

29:22 – Create content.

31:07 – It’s better with a mentor.

32:34 – If you want different results, you have to take different action.

Staying Present: Clear Your Mind in 30 Seconds With Chris Cooper

Mon, 23 Aug 2021 00:00:00 -0400

Do you have trouble turning off your brain? Spend your precious relaxation time ruminating about that tough conversation or fretting about the future?

There's a reason for that: Your amygdala's in hyperdrive. So how do you get it to chill out?

Try Chris Cooper's go-to exercise.

Links:

Level Method
Two-Brain Programming
Gym Owners United
"Think Like a Monk"

Notes:

1:23 – Why you can’t stop worrying.

5:43 – Get present with this simple exercise.

8:47 – What to do when you get distracted again.

Concrete Money Goals at Each Stage of Gym Ownership

Thu, 19 Aug 2021 00:00:00 -0400

Most gym owners know how to coach a good squat. But what about building a long-term platform of wealth that sustains you, your family and even your community for generations to come?

Chris Cooper breaks down the most important financial objectives of each stage of entrepreneurship and how to meet them — so that your business gives you a legacy, not just a job.

Links:

"Founder, Farmer, Tinker, Thief"
Incite Tax
Two-Brain Coaching
Gym Owners United

Timeline:

0:56 – The four stages of entrepreneurship: an overview.

3:39 – Revenue goals — and how to meet them — in the Founder phase.

4:50 – Farmer phase: Income and net owner benefit.

8:10 – Tinker phase: Wealth (freedom of time and money).

10:06 – Thief phase: Impact.

Closing at 80 Percent: Sales Leader Tells All

Mon, 16 Aug 2021 00:00:00 -0400

Adam Robbins owns DNA Fitness in Cutler Bay, Florida, and he was on not one — not two — but THREE of Two-Brain Business' leaderboards for sales and marketing in June.

He's got both affinity marketing and cold-lead conversion down to a science with an 80% close rate. And it's not just him — Adam teaches his staff to sell by sharing resources, meeting one on one and role-playing.

Here, he joins Two-Brain Radio host Mike Warkentin to share the secrets of his success.

Links:

DNA Fitness
Beyond the Whiteboard
Drink O2
YouTube
Gym Owners United

Timeline:

1:41 – How Adam uses content to get more leads.

7:20 – Guerilla marketing.

12:32 – Keeping show rates high.

18:24 – Affinity marketing and relationship-building.

24:48 – Training staff to sell.

29:13 – How mentorship made the difference.

Eric Roza: How CrossFit LLC Can Help Gym Owners Most

Thu, 12 Aug 2021 00:00:00 -0400

The CrossFit affiliate community has endured a lot of tumult over the last two years. Now, after surviving a global pandemic and watching leadership change hands at the CrossFit Home Office, affiliate owners want to know: What's next?

In this episode, Chris Cooper goes straight to the source in an exclusive interview with Eric Roza, CrossFit's new owner and CEO.

Tune in to learn about Eric's approach to rebuilding trust in the brand and for details about how CrossFit LLC is working to increase the value of affiliation by providing resources to help gym owners grow and sustain their businesses.

Links:

Book a free call with a Two-Brain mentor
Free Tools
Gym Owners United

Timeline:

0:40 – Rebuilding trust as CrossFit’s new owner and CEO.

3:21 – Where CrossFit LLC can help affiliate owners most.

5:08 – “Tools, not rules.”

9:43 – Why CrossFit Affiliate Programming?

12:50 – Getting people in the door and keeping them there.

15:52 – What is CrossFit’s new OnRamp program?

18:18 – Re-engaging the affiliate community.

24:01 – The CrossFit affiliate playbook.

25:49 – What to expect regarding affiliation fees.

29:01 – What the CrossFit Foundation’s up to now.

34:56 – The state of diversity, equity and inclusion efforts at CrossFit.

36:12 – Balancing the mission of CrossFit with revenue needs.

37:51 – Reflections after one year in.

Simplicity Scales: The Next Level of Gym Business Isn't More Complex

Mon, 09 Aug 2021 00:00:00 -0400

So you've got a strong gym business. Maybe you've opened a second or even a third location — and now you want to go even bigger. How do you turn a couple home-spun gyms into a fully scaled operation taking your town by storm?

It's simple. Literally.

Here, Two-Brain founder Chris Cooper explains how simplicity is key when scaling up your business and exactly what steps to take before you expand.

Links:

Gym Lead Machine
Forever Fierce
Gym Owners United

Timeline:

2:07 – What successful franchisors have in common.

7:14 – How to scale up your business.

8:59 – Who not to hire.

9:36 – Systemize your operations.

10:00 – Systemize your sales process.

11:12 – Systemize your marketing.

12:57 – Scale your staff.

15:45 – Simplicity scales.

Chris Cooper on Clubhouse, Sell by Chat and Next-Level Sales

Thu, 05 Aug 2021 00:00:00 -0400

There's a gym-business guru around every corner of the internet trying to sell you their program. The problem is that most of those "gurus" don't own gyms and have no experience in the industry — and you can't afford to spend all your time and money doing their experimentation for them.

That's our job.

At Two-Brain, we try all the latest tricks, techniques and resources for you. We test them, track the results, and tell you whether they work and who they work best for.

Here, Chris Cooper shares what we found when we tested whether Clubhouse and Sell By Chat help gym owners close more leads.

Links:

"Founder, Farmer, Tinker, Thief"
Chalk It Pro
Driven Nutrition
Gym Owners United

Timeline:

00:48 – The lie entrepreneurs tell themselves.

2:36 – Why testing is more important now than ever.

4:24 – Testing at Two-Brain.

6:22 – Two-Brain’s review: Clubhouse

7:39 – Two-Brain’s review: Sell By Chat

13:07 – How an iPad can help you close more sales.

17:54 – The question you need to ask before trying the next big thing.

Gym Profitable? Here's Exactly What to Do Next

Mon, 02 Aug 2021 00:00:00 -0400

When you first opened your gym, the goal was simple: Survive.

And you did. You grew, hired some staff, and have a profitable business. Now what? Unless you're happy just working the job you've bought yourself for the rest of your life, you've got to level up.

At Two-Brain Business, we call that "Tinker Phase," or when entrepreneurs have grown their businesses and mentored their staff so well that they don't need to run it anymore, leaving them free to invest their time and resources into other things and help even more people.

Here, Two-Brain Founder Chris Cooper will tell you exactly how to get there.

Links:

Arbox
AGuard
Real Estate: The Secret to Wealth for Gym Owners?
"Founder, Farmer, Tinker, Thief"

Timeline:

2:52 – The phases of the entrepreneurial journey.

4:46 – Don’t slide backward.

7:31 – Re-invest your wins.

8:23 – Hit “save game.”

8:53 – Hire a manager.

9:10 – Don’t repeat your mistakes.

9:33 – Mentor your staff.

9:59 – Become antifragile.

10:21 – Keep your hands out of the machine.

11:19 – Growing your assets.

11:54 – Test one thing at a time.

13:38 – How to leverage your audience.

16:55 – How to leverage your cash.

18:41 – How to leverage your time.

20:55 – The Two-Brain Tinker program.

22:42 – Why you need to mentor your staff.

23:43 – How to mentor your staff.

27:37 – How to light your staff on fire.

Post-Pandemic Nutrition Coaching: Dealing With Emotional Baggage

Thu, 29 Jul 2021 00:00:00 -0400

Your clients are burned out. They've been working from, schooling from home, and ordering lots of take-out.

Now, they're looking to you for help. Where do you begin? Should you have them track macros and meal-prep every week? Or is it more realistic to focus on one simple change they can make today?

Registered dietician and Nutrition Rx founder Jen Broxterman — also the creator of the Two-Brain Nutrition Coaching course — joined Two-Brain Business mentor Josh Martin to answer those questions and more.

Tune in to learn how to take a client-centered approach to nutrition coaching that gets results.

Links:

Beyond the Whiteboard
Drink O2
Two-Brain Nutrition Coaching

Timeline:

2:43 – What your clients are struggling with right now.

7:00 – Look out for “shoulds.”

8:55 – How to be honest, but not mean.

13:17 – Getting emotional is a good sign.

15:19 – Beginners complicate, experts simplify.

20:17 – Why coaching the simple things is still a valuable service.

23:56 – Group nutrition coaching.

28:26 – Letting clients — and the scarcity mindset — go.

34:42 – Coaching to the client’s goals, not yours.

39:41 – There are plenty of people that need your help.

43:57 – Accountability or codependence?

Fat-Shaming and Gyms: Are Your Ads Triggers?

Mon, 26 Jul 2021 00:00:00 -0400

Are you an accidental fat-shamer?

On July 1, Pinterest released a press release banning weight-loss testimonials, products and before-and-after pictures. Pinterest isn't the only company to move in that direction; online, the debate rages: If you're selling nutrition and fitness coaching, are you body shaming? Or helping people get what they want?

It's a complex subject, so Two-Brain Radio host Mike Warkentin brought in an expert, psychotherapist Bonnie Skinner.

In this episode, she explains how triggers — like before-and-after pictures — work, the difference between self-worth and weight, and how gym owners can use language to clarify exactly what they're selling.

Links:

Drink O2
Level Method
Gym Owners United

Timeline:

2:17 – What’s the problem with before-and-after pictures?

4:19 – What happens beneath the surface when someone looks at your ad.

6:33 – “Nobody can make you feel anything.”

9:25 – Self-efficacy and self-improvement.

10:59 – The messages we’re sending our brains.

13:19 – How to connect with people without triggering shame.

16:57 – How to advertise weight loss.

20:53 – Responding to backlash.

23:26 – How to use before-and-after pictures responsibly.

26:16 – What are you actually selling?

31:54 – All about reframing.

The Guy Who Bought a Gym During the COVID Shutdown (Epic Comeback)

Thu, 22 Jul 2021 00:00:00 -0400

Jordan Fink quit his day job and bought a gym in early 2020. No sooner had he signed the papers than came the mandatory COVID-19 gym shutdown. He didn't even meet his new staff until months after he'd become their new boss.

From there, Jordan endured multiple member mass exoduses and roller-coastering revenue. At one point, he even started dusting off his resume.

Today, after starting mentorship with Two-Brain and learning to sell high-value packages to give people the help they need, Jordan's posting the highest revenue numbers he's ever seen.

Get to know the winner of Two-Brain's 2021 "Comeback of the Year" award in this episode.

Links:

Clearlake CrossFit
Chalk It Pro
Two-Brain Coaching
Gym Owners United

Timeline:

1:21 – Buying a gym at the start of a pandemic.

4:00 – ”What have I done?”

7:51 – Mass exodus.

10:10 – Seeking mentorship.

16:13 – Initiating the comeback.

20:43 – Diversifying revenue streams.

21:40 – The second mass exodus.

23:56 – Learning to sell high-ticket services.

29:25 – Embracing being the comeback king.

33:54 – It’s easy to get advice. The hard part? Acting on it.

Raw and Real: Gym Owner's Greatest Fears Revealed to Peers—and Staff!

Mon, 19 Jul 2021 00:00:00 -0400

At the 2021 Two-Brain Summit, psychotherapist Bonnie Skinner spoke about fear. And when she asked gym owners to share one of their top fears, Justin Keane shared a big one — in front of thousands of other entrepreneurs.

Doing so went against his very nature. Justin would much rather stay silent than show vulnerability. But as he learned from Bonnie's presentation and through practice with his own staff and members at Woodshed Strength and Conditioning, being open, honest and vulnerable can increase your team's trust in you and make your business stronger.

Links:

Bonnie Skinner
Jason Cohen: How Embracing Vulnerability Improved My Gym Business
Why You Feel Like an Imposter: And What You Can Do About It
Incite Tax
Two-Brain Programming
Gym Owners United

Timeline:

1:43 – Why Justin shared his fear at the Summit.

4:58 – How to balance showing vulnerability with being a leader.

10:11 – Examining yourself.

15:14 – Learning about the shadow self.

19:33 – One of the biggest mistakes entrepreneurs make.

23:56 – Find your Cordelias.

29:02 – One thing you can do today to be a better, more communicative leader.

Why "Do as I Do" Doesn't Work (How to Actually Mentor Staff)

Thu, 15 Jul 2021 00:00:00 -0400

Mike Collette is the winner of Two-Brain Business' 2021 award for metrics (he won it in 2020, too). His secret to getting great numbers? Build great staff members.

Here, he joins Mike Warkentin to talk about leadership: how to develop it in yourself and cultivate it amongst your staff through mentorship.

Links:

Prototype Training Systems
Beyond the Whiteboard
Incite Tax
Free Resources!
Gym Owners United
Jason Cohen: How Embracing Vulnerability Improved My Gym Business
Handling Difficult Conversations, With Per Mattsson
Perks at Work free online classes

Timeline:

1:38 – Why you should mentor your staff.

4:13 – Where gym owners go wrong when trying to lead.

5:57 – How to let your staff fail.

9:34 – Why you need to meet one-on-one with each staff member regularly.

11:21 – Small changes lead to big results.

13:18 – Learning to lead with Next Jump.

20:32 – The first step to becoming a better leader: self-awareness.

23:31 – What happens when you invest in mentoring your staff.

25:40 – Getting better at tough conversations.

28:52 – Two steps to take today if you want to be a better leader.

Five-Figure ROI on Mentorship: Charlie Lima Invests and Wins

Mon, 12 Jul 2021 00:00:00 -0400

We don't sell mentorship to burn a hole in your pocket. We sell mentorship to help you make even more money than you spent on it in the first place.

With a return on investment of $10,000 per month, Charlie Lima of BoomFit in College Station, Texas, is doing just that — plus some.

Here, he shares how the lessons he's learned from multiple Two-Brain mentors have helped him earn more, develop his staff and improve his own leadership skills.

You'll also learn the two key things you can do today to make sure you get great ROI on calls with your mentor.

Links:

BoomFit
Gym Lead Machine
Forever Fierce
Gym Owners United

Timeline:

1:16 – Justifying the cost of mentorship.

4:35 – How mentorship has transformed and improved Charlie’s business.

8:43 – Working with multiple mentors.

15:39 – How to get value out of sessions with your mentor.

19:06 – Mentorship, accountability and vulnerability.

21:33 – Setting ego aside.

24:31 – Career roadmap sessions for staff.

30:28 – How to get a good ROI on staff meetings.

36:22 – Combing staff development and sales.

39:40 – The most important thing you need to do to get a great ROI from mentorship.

Building Staff Relationships to Create Careers—and Revenue

Thu, 08 Jul 2021 00:00:00 -0400

Josh Nimmo owns CrossFit MetroEast in Illinois, and he's the winner of Two-Brain's 2021 award for coach education and opportunity.

Here, Mike Warkentin digs into how he earned it — and Josh shares how he went from being a micromanaging Jack of all trades to mentoring to his staff, helping them develop personally and financially rewarding careers and building a strong, successful team that's in it for the long haul.

Links:

CrossFit MetroEast
Arbox
Driven Nutrition
Gym Owners United

Timeline:

3:26 – Learning to pass roles onto staff (and teach them how to fill them).

6:22 – Stepping into the CEO role.

8:50 – Learning how to develop staff.

11:58 – Teaching staff to sell.

14:13 – Becoming a mentor.

18:22 – Teaching staff to charge for their time.

20:33 – Leveling up even more with Two-Brain Business.

22:44 – Implementing staff contracts.

26:26 – Full-effort failure.

31:33 – Career roadmap sessions with staff.

35:50 – Being OK not being the best at everything.

400 Percent Revenue Increase: Star Owner's Secrets

Mon, 05 Jul 2021 00:00:00 -0400

When Bryan McDowell joined the Two-Brain Mentorship program in April 2020, his gym was making $6,700 a month. Less than a year later, that number ballooned 400% to $45,000 a month.

He also stopped wearing all the hats in the business, passing coaching, personal training and lower-value roles off to staff so he could focus on growing the business. The result? Both Bryan and his staff are happier in their careers and making more money.

Here's how he did it.

Links:

AGuard
Drink O2
Gym Owners United
Free Tools

Timeline:

1:26 – Following the plan.

2:35 – Getting burned before joining the Two-Brain family.

5:32 – Revenue explosion!

9:17 – Game-changing changes.

13:38 – Climbing the value ladder.

16:39 – Developing staff members.

18:44 – Next steps: $500,000 and a six-figure nutrition business.

23:08 – What to do if you’re struggling (hint — take the advice you give to your clients every day: Get a coach).

25:35 – The ROI of mentorship.

Fairy Dust or Facts? Why Two-Brain's Data Can Save or Supercharge Your Gym

Thu, 01 Jul 2021 00:00:00 -0400

How do you decide what your prices should be? Or which marketing tactic to try? Or even what size building you should get?

If you're like most microgym owners, you guess. Or you do a social-media poll and make business-altering decisions based on the opinions of 10 keyboard warriors.

There's a better way — and it's based on data.

Two-Brain Business has spent years and thousands of dollars compiling critical data from microgyms all over the world. Then our mentors use that data to help gym owners make decisions that have been proven to work.

Chris Cooper and Mike Warkentin get geeky and explain the magic behind the numbers.

Links:

Level Method
Two-Brain Programming
Gym Owners United
The State of the Industry
Free Tools

Timeline:

1:31 – Why the microgym industry needs data.

5:44 – How Two-Brain built its dataset.

10:55 – How data helps gym owners make better decisions.

18:57 – How data saves gym owners’ time.

20:31 – What are the metrics that matter?

26:48 – Gym owners who track metrics make more money. This is why.

29:48 – Why Two-Brain won’t ever publish the first guide to the next big thing.

31:41 – How Two-Brain’s dataset is going to get even better.

Revenue Leader Reveals Reasons for Success: Nate Beveridge

Mon, 28 Jun 2021 00:00:00 -0400

Nate Beveridge is competing in the men's 40-44 division at the CrossFit Games this summer.

He's an elite-level athlete, but he's also an elite gym owner: His gym, Hybrid Athletics, topped the Two-Brain Leaderboard this spring for revenue.

Few people can compete at that level while still running the day-to-day business of the gym. That's why Nate took a few years off competition to focus on the business. The work he did during that time — getting a mentor, setting up systems, hiring great staff and growing multiple revenue streams — is the reason he'll be able to focus on the competition floor in July without worrying about what might be happening back home in the gym.

Tune in for a deep dive into how Hybrid Athletics became a Two-Brain revenue leader.

Links:

Two-Brain Coaching
Incite Tax
Gym Owners United

Timeline:

1:27 – Switching his focus from competitor to business owner.

6:01 – The many revenue streams at Hybrid Athletics.

13:23 – Personal training, group classes, and the post-COVID environment.

18:25 – Revenue vs. profit margin.

25:25 – Building personal-training revenue by showing faith in his own program.

28:22 – Getting creative with nutrition programs, the corporate world and kids training.

31:25 – Plans for the future.

Chris Cooper Answers: “Should You Change Your Marketing Plan?”

Thu, 24 Jun 2021 00:00:00 -0400

Chris Coopers gets emails from Two-Brain followers every day. And when they start to form a theme, he makes a resource — like this episode of Two-Brain Radio — everyone can benefit from.

In this episode, Coop answers a few hard-hitting questions about marketing:

"Which marketing strategy do you teach?"
"What do you do for marketing at your gym?"
"What's Two-Brain Business' lead-nurture sequence?"

Plus, you'll learn what you need to do before tackling any of the strategies he shares.

Links:

Beyond the Whiteboard
Gym Lead Machine
Free Resources!
Gym Owners United

Timeline:

1:29 – “Which marketing strategy do you teach?”

4:52 – Why you need to get the fundamentals right first.

7:33 – What you need to know about advertising.

11:56 – Should you learn to advertise yourself or hire someone to do it for you?

19:44 – “Chris: What does YOUR gym do for marketing?”

23:52 – The secret of marketing at Two-Brain Business.

Do You Really Need That? (Slashing Expenses for the Win)

Mon, 21 Jun 2021 00:00:00 -0400

When was the last time you took a good hard look at your expenses? Not just the big ones like rent or utilities, but really looked at where your gym's money is going and whether your getting a good ROI on that spend?

Josh Thorn owns Vashon Strong in Washington state, and he runs a lean business. But that doesn't mean he's a penny pincher. He just knows how to make his money work for him.

Tune in to learn his tips for cuttings costs and spending wisely.

Links:

Vashon Strong
Arbox
Forever Fierce
Gym Owners United

Timeline:

1:43 – The $50-a-month gym-management software Josh uses.

9:51 – Do you have to be a penny-pinching miser?

14:24 – Getting creative and gradual growth.

21:13 – DIY vs. the value of your time.

23:40 – Trades and barters: Yea or nay?

29:03 – How to decide if something is worth the cost.

32:05 – The most valuable thing in Josh’s gym.

When Your Rate Increase Hits the News (and It’s the Best Ad Ever)

Thu, 17 Jun 2021 00:00:00 -0400

When Magnus Bjorsvik increased the rates at his gym, someone complained to the local paper.

Two days after the article hit the stands, 55 people called to book No-Sweat Intros — and more than half of them signed up.

It's a story you just gotta hear to believe. Tune in for a master class on raising rates.

Links:

CrossFit Uvær
Book a free call with a Certified Two-Brain Mentor!
Driven Nutrition
Drink O2
Gym Owners United

Timeline:

1:18 – How CrossFit Uvær’s rate increase made the news.

2:05 – Putting prices into perspective (spoiler alert: They were dirt cheap).

6:21 – Deciding what the new rates should be.

8:18 – Best-laid plans, razed by the COVID-19 pandemic.

13:42 – Pulling the plug.

15:59 – Member reactions and getting called by a reporter.

19:09 – How the press actually helped CrossFit Uvær’s case.

24:35 – The surge of new potential clients.

28:31 – What to do if you’re scared to raise your rates.

Lessons From Live Events: How to Generate ROI Through Action

Mon, 14 Jun 2021 00:00:00 -0400

Have you ever gone to a big summit or conference, gotten fired up and filled a notebook with great ideas — only to go home and do nothing with them?

It's a common mistake, and it's a great way to waste the money you spent on that event. So how do you get a good ROI from attending a live event?

Here's how Chris Cooper does it.

Links:

Register for the 2020 Two-Brain Summit!
Drink O2
Chalk It Pro
Gym Owners United

Timeline:

00:29 – Why summits are great for entrepreneurs.

4:01 – One action pays for the cost of the event.

7:28 – The most valuable lesson Chris learned about getting a good ROI on events.

10:44 – What Chris learned from Colin Powell.

14:09 – What Chris learned from Seth Godin.

16:07 – What Chris learned from Henry Rollins — and his snail-mail marketing list.

22:53 – What Chris learned from Gary Vaynerchuk (before the slouchy hats and F-bombs).

25:39 – How Lisa Nichols got Chris on his feet.

28:14 – Live events and the power of “who luck.”

34:01 – Using summits and live events to strengthen your team.

Why Jocko Willink and Lisa Nichols Are Headlining the Two-Brain Summit

Thu, 10 Jun 2021 00:00:00 -0400

The 2021 Two-Brain Summit starts in nine days — which means nine days from now, your life is gonna change.

That is, if you join us on June 19 and 20 for some world-shattering keynotes and actionable workshopping that will send you home with a plan — and the accountability and fire to execute it.

Here, Chris Cooper explains how and why he chose this year's Summit speakers — including Navy SEAL Jocko Willink, Lisa Nichols, Todd Herman and Bonnie Skinner — and gives a sneak peek at the resources gym owners and their staff will walk away with.

Links:

Register for the 2020 Two-Brain Summit!
Two-Brain Radio With Laurie Drummond: How to Get the Right People in the Right Roles at Your Gym
AGuard
Drink O2

Timeline:

4:42 – Why now is the perfect time to spend $400 on developing yourself and your staff.

7:51 – What Jocko Willink is going to do for gym owners at the Summit.

11:59 – How Lisa Nichols will change your life.

14:58 – Todd Herman and the 90-day sprint.

17:20 – Pouring gas on the fire by activating your staff.

21:22 – How Laurie Drummond will help you transform your team.

23:25 – Learning elite leadership with Bonnie Skinner.

Gym Owners: Mindset Coaching for Mental Health

Mon, 07 Jun 2021 00:00:00 -0400

Fitness is about more than workout times and macros. The quality of your thoughts is just as important to overall health and well-being. And if you're in the business of helping people get healthy, that means coaching what's between the ears.

That's why gym owner and Certified Two-Brain Business fitness mentor Colm O'Reilly founded the Mindset Coaching course with Two-Brain Coaching.

Here, he joins fellow mentor Josh Martin to talk all about mindset: what it is, why it matters and how you can help your clients improve theirs.

Links:

Two-Brain Coaching: Mindset Coaching course
Stress, Anxiety and Entrepreneurs: How to Improve Your Mental Health
Two-Brain Programming
Beyond the Whiteboard

Timeline:

6:15 – The Zen master, a boy and a horse.

10:52 – Why your clients need mindset coaching.

18:00 – Turning down the noise.

22:46 – The power of letting go.

26:02 – Rewriting negative self-talk.

31:29 – Stilling the mind.

35:20 – Setting intentions.

38:37 – Leading by example.

41:00 – Measuring success with mindset coaching.

45:03 – Focus on what you can control.

47:13 – Mindset coaching and ROI.

Leaning Into Uncomfortable Stuff: Noah Abbott on Mentorship

Thu, 03 Jun 2021 00:00:00 -0400

Noah Abbott was a coach for years before he opened Lumos Fitness Collective in Austin, Texas. And while the gym did well enough, his perpetual coach's perspective prevented him from leaning into challenges and doing more.

So when the COVID-19 pandemic left him with some spare time in his schedule, Noah signed up for RampUp with Two-Brain Business.

Working with a mentor, Noah said, has helped him evolve his voice and decision-making skills as an authority figure, revamp his intake process, and build thriving PT and nutrition programs that are helping his staff develop careers. Plus, the gym is making more revenue month over month than ever.

Here's just some of what Noah learned through mentorship and the RampUp program.

Links:

Lumos Fitness Collective
RampUp: Book a free call!
How to Make $100,000 Per Year With 150 Clients
Level Method
Beyond the Whiteboard
Gym Owners United

Timeline:

2:10 – Developing an owner’s perspective.

7:53 – Revamping the intake process.

12:38 – Why RampUp?

16:33 – Mentorship, flexibility and finding the right solutions.

23:24 – Building careers for staff.

26:10 – One year later: Increased membership and revenue.

28:07 – When—and how—to expand.

32:24 – Moving forward: Mentoring coaches and expansion by replication.

Is Your Programming Disheartening Your Members?

Mon, 31 May 2021 00:00:00 -0400

Mat Fraser might be able to do a workout with 400 weighted pistols immediately followed by 300 freestanding handstand push-ups and a 1-rep-max snatch, but that doesn't mean you should program it for your clients.

"But he's the inspiration!" you say. "They need something to work toward!"

True. But most of your clients have goals like losing weight, getting stronger, or just staying fit for their daily lives. That doesn't mean you should set the bar low, but think how much your clients will accomplish if they're not constantly feeling like they're falling short.

Here, Brooks DiFiore of Two-Brain Programming talks with host Mike Warkentin about how to program for your client avatar and how Two-Brain Programming's philosophy can help make your clients happier while improving your gym's revenue.

Links:

Two-Brain Programming
Incite Tax
Arbox
Gym Owners United

Timeline:

1:09 – Are your clients frustrated?

3:34 – Overprogramming: How we got here.

8:08 – Why “program for the best, scale for the rest” doesn’t always work.

12:11 – How the CrossFit Games have influenced gym programming.

15:18 – Re-evaluating expectations.

18:08 – Reversing the equation.

20:17 – Where do benchmark workouts fit in?

24:06 – Programming to your client avatar.

25:28 – How Two-Brain Programming helps gym owners retain and please clients.

27:21 – Three workouts modified for three different clients with three different goals.

32:22 – It’s about providing better service.

34:40 – How to try Two-Brain Programming for free.

"If This Didn't Work, I Was Out"—Owner's Fly-or-Die Decision

Thu, 27 May 2021 00:00:00 -0400

Jeff Holloway was ready to call it quits.

He loved coaching, but running a gym business was another story. He was working 50-60 hours a week, and he just couldn't do it for another 10 years.

Then COVID-19 hit, and a single document saved his gym: Two-Brain's free guide, "How to Add Online Training in 24 Hours."

Once he saw his business was going to survive COVID, Jeff went all in and joined Two-Brain's RampUp program. Mere months later, after implementing new systems and programs and following his mentor's guidance, the gym saw a 30 percent increase in revenue—a lifetime PR in the heart of the pandemic.

Tune in to learn how RampUp helped Jeff transform his business, build careers for his coaches and start waking up eager to face new challenges each day.

Links:

CrossFit Rome
Two-Brain Programming
RampUp program
Chalk It Pro
Gym Owners United
Book a free call

Timeline:

1:57 – “I didn’t know how to run a business.”

3:38 – “I can’t do this for 10 more years.”

5:53 – The document that saved Jeff’s gym.

10:34 – The power of systems.

14:30 – The scariest change: raising prices.

19:57 – Hitting a lifetime revenue PR.

23:31 – Enjoying the business again.

27:11 – What to do if you’re ready to pack it in and call it quits.

"Google My Business" Tips for Gym Owners

Mon, 24 May 2021 00:00:00 -0400

When was the last time you updated your Google My Business page? It only takes a few minutes, but it could have a critical impact on the success of your business.

Your Google My Business page is a free business listing on Google. And no surprise: The better you flesh out your listing, the better you'll rank on Google's various search platforms.

Here, digital-marketing expert Mateo Lopez will tell you exactly how your GMB page affects where you rank on Google searches and in Google maps—as well as how to optimize your listing to get more leads.

Links:

Google My Business
Beyond the Whiteboard
Two-Brain Coaching
Gym Lead Machine

Timeline:

3:19 – What is Google My Business?

7:35 – The Google knowledge panel.

9:30 – Keyword searches and how GMB determines where you rank.

14:13 – How your business name in GMB affects your rankings.

22:15 – Choosing your business category.

27:27 – The importance of accuracy.

31:29 – The power of pictures.

35:35 – Increase your reach with GMB posts.

37:21 – Posting reviews on GMB.

40:11 – The one thing you should never do on your GMB page.

Real Estate: The Secret to Wealth for Gym Owners?

Thu, 20 May 2021 00:00:00 -0400

You can teach a great squat. But do you want to be coaching the 5-a.m. class when you're 70?

If not, you might want to think about other ways to generate long-term wealth—and for some gym owners, investing in real estate just might be the best way to do that.

Here, Mike Warkentin speaks with two gym-owner-turned-investors to learn exactly how and why they've used real estate to grow their wealth. Two-Brain founder Chris Cooper shares his experience investing in commercial real estate while Two-Brain Fitness Business mentor Jeff Smith covers the residential side.

Plus, you'll get a glimpse into what the Two-Brain Tinker group has to offer gym owners who are ready to start seriously growing their wealth.

Links:

Beyond the Whiteboard
AGuard
Gym Owners United

Timeline:

1:02 – Chris Cooper’s journey into real-estate investing.

5:34 – Owning your gym’s building: risk vs. reward.

11:29 – Who should consider buying?

13:12 – How to get the inside scoop.

15:07 – Commercial or residential?

18:27 – Figuring out what’s possible.

20:27 – Real estate: cheaper—and safer—than other retirement savings options.

25:32 – How Jeff Smith got into the real-estate game.

26:37 – Risk management.

29:28 – Jeff owns a bunch of residential properties. So why does he still rent space for his gym?

35:05 – The “BRRR” strategy

38:41 – Not a get-rich scheme, but the next phase in the entrepreneurial life cycle.

42:10 – How to bridge the gap from gym owner to wealth accumulator.

43:18 – What happens in the Tinker group—and how to get in.

Tremendous Touchpoints: Adding Value all Along the Client Journey

Mon, 17 May 2021 00:00:00 -0400

Average revenue per member (ARM) and length of engagement (LEG) often steal the spotlight when it comes to tracking your metrics, but do you know your average lifetime value (LTV)?

It's just what it sounds like: How much a client spends over the entire course of their business relationship with you. And while it may not seem as immediately crucial as ARM or LEG, knowing that number can help you make important decisions, such as how much to spend on lead acquisition.

Debbie Rosslan owns CrossFit Unstoppable in Jefferson City, Missouri, and her LTV is one of the best in the biz: She's among the top 12 Two-Brain gyms whose LTV ranges from $8,200 to $14,000.

Get a glimpse of how she does it here.

Links:

CrossFit Unstoppable
Forever Fierce
Gym Lead Machine
Gym Owners United

Timeline:

2:00 – CrossFit Unstoppable: Then and now.

5:34 – Building relationships with clients.

7:13 – The 100-Month Club and other key touchpoints.

11:18 – Membership: The sweet spot.

13:54 – Gamifying retention.

16:15 – Knowing your client avatar.

20:11 – Learning from LTV.

23:21 – Improving LTV with goal-review sessions.

28:20 – Getting members to buy in to goal reviews.

30:18 – Generating reviews.

Two-Brain RampUp: 10x ROI for Gym Owner

Thu, 13 May 2021 00:00:00 -0400

At the time Billy Gorham bought out his business partner, the gym was more hobby than business—so Billy joined Two-Brain Business' RampUp program to learn how to level up.

One year later, he's surpassed his total revenue for 2020 just five months into 2021. He's increased his membership from 55 members to 130—and also increased average revenue per member by almost $100. Plus, he's on track to make about 10 times his investment in the RampUp program.

But mentorship isn't all about money. Billy says the program has also helped him revolutionize the client experience at his gym and build real careers for his coaches.

Tune in to learn exactly how RampUp helped him hit all these milestones and more.

Links:

RampUp program
Chalk It Pro
Driven Nutrition
Gym Owners United
Book a free call

Timeline:

2:12 – From “garage-style gym” to “premium health and fitness center.”

3:22 – The state of CrossFit Jax pre-Two-Brain.

4:27 – Buying a gym right before COVID.

7:24 – Love at first sight: The Two-Brain Roadmap.

9:50 – Finding focus.

12:38 – Identifying the right client avatar.

14:20 – Results and revenue.

17:05 – Focusing on high-value services.

19:29 – Increasing profit margin.

21:27 – Moving the goalposts.

22:26 – The power of mentorship.

25:42 – “Don’t hesitate. It’s by and far the best thing you can do for your business.”

What if Every Client Spent $12,000 at Your Gym?

Mon, 10 May 2021 00:00:00 -0400

Do you track your gym's average lifetime value (LTV)? LTV is how much a client pays you over the entire course of your business relationship.

It's a marriage of two other important metrics—average revenue per member (ARM) and length of engagement (LEG)—and it's a great way to get some perspective on the health of your business.

Jonathan Beckner owns Move Functional Fitness in Decatur, Georgia, and in March 2021, his gym's average LTV was just shy of $12,000. Yes, that's the correct number of zeroes.

Here's a look at how he hit that number and why you should be tracking LTV.

Links:

Move Functional Fitness
"How to Make $100,000 Per Year With 150 Clients"
Level Method
Gym Lead Machine
Gym Owners United

Timeline:

1:45 – Looking at length of engagement.

6:07 – How to get clients to stick around.

8:16 – Keeping clients during COVID.

13:45 – Lifetime value: a reflection of the value of your services.

15:34 – Increasing average revenue per member.

18:23 – LTV: Providing perspective on ad spend and lead costs.

22:14 – To increase LTV, focus on value first.

From CrossFit Games Athlete to Gym Owner to CEO

Thu, 06 May 2021 00:00:00 -0400

Kate Spinner has suffered, survived and triumphed over more challenges in the last decade than many do their entire lives.

You might know her better as Kate Rawlings, a former CrossFit Games athlete and the founder and owner of Coca CrossFit in Ohio. She opened her gym just a month after competing at the 2010 CrossFit Games, and since then she has weathered major injuries, shifts in career identity, family tragedies and now, the COVID-19 pandemic.

Yet despite it all, Kate and her business are stronger than ever. Even as some gyms are still picking up the pieces after repeated lockdowns, Coca CrossFit has grown, added programs and doubled its revenue.

Even better, Kate says she's living her Perfect Day.

Links:

Coca CrossFit
Incite Tax
Two-Brain Coaching
Gym Owners United

Timeline:

1:33 – Can you be an elite CrossFit Games athlete and an elite gym owner simultaneously?

5:53 – The 2010 CrossFit Games: One pair of shoes and Amanda under the lights.

10:39 – Dealing with major injuries and reassessing priorities.

15:08 – The early-adopter benefit.

17:43 – “Coca CrossFit 2.0”

18:35 – All the stuff Kate wasn’t paying attention to in her business.

19:55 – Heart-shattering tragedy.

27:34 – Learning vulnerability.

29:42 – Running a gym with a baby strapped to her chest.

31:54 – Right as things were getting good: COVID hits.

34:18 – The 48-hour ultimatum.

36:09 – Finding Two-Brain Business: “They’re our people.”

37:04 – How Coca CrossFit doubled its revenue in one year.

39:26 – Moving into the CEO role.

42:02 – Big plans for the future: aligning passion, vision and history.

Broke Gym Owner Stops Sleeping in Office Hammock, Finally Takes Wages

Mon, 03 May 2021 00:00:00 -0400

In his roughest years, Jeff Jucha was paying his gym's bills by maxing out his personal credit cards. He couldn't afford staff. And his bed was a hammock bolted to the gym office walls.

But when an almost life-threatening sickness showed him just how much he'd been worn down, he made some changes. The biggest one? He started paying himself first.

Since then, Jeff's become a profitable gym owner and now helps others do the same as a Certified Two-Brain Fitness Business mentor. Tune in to hear his story and learn how you, too, can make your business profitable while prioritizing your own well-being.

Links:

"How to Make $100,000 Per Year With 150 Clients"
"Profit First for Microgyms"
Why Your Gym Must Pay You First (And How To Make It Happen)
Chalk It Pro
Two-Brain Programming
Gym Owners United

Timeline:

1:52 – No money, no goals, no structure.

3:11 – Maxing out personal credit cards to keep the gym afloat.

6:06 – Sleeping in a hammock—in the gym office.

7:54 – Divorce, worsening mindset and debilitating sickness.

11:21 – The first step toward change.

13:00 – Finding new ways to increase revenue.

18:27 – Writing himself a check.

22:56 – Taking the next step with Two-Brain.

26:02 – Lessons learned from the Profit First method.

28:49 – Set the intention for your business.

31:39 – How to start paying yourself when you don’t know where the money will come from.

36:03 – What happens when gym owners start paying themselves first.

Why the "More Members Myth" Must Die Before It Kills Us

Thu, 29 Apr 2021 00:00:00 -0400

"Bro, how much you bench?"

How seriously would you take someone who judged your fitness based on just your bench press? Well, the gym owner's equivalent is membership numbers, and more is not always better.

Don't believe it?

Here's Chris Cooper on why more members won't make you rich—and what you should do instead to increase your net owner benefit by $40,000 per year.

Get the guide: "How to Make $100,000 Per Year With 150 Clients."

Links:

Forever Fierce
Driven Nutrition
Gym Owners United

Timeline:

00:28 – “How much you bench?”

3:37 – Origins of the “more is better” model.

9:47 – The exception, not the rule.

12:20 – Why you don’t want more members.

14:56 – The metrics you should think about instead.

16:35 – How to make more money with fewer clients.

18:42 – Where to start.

Pandemic Tempting You to Cut Owner Pay? Listen to This First!

Mon, 26 Apr 2021 00:00:00 -0400

Gym owners: Stop cutting your own pay to make ends meet. It doesn't make your business stronger.

Still skeptical? Take it from Ashely Coffey, owner of Get Fit in Bridgewater, Massachusetts.

When she first opened her gym, it was a struggle just to pay her coaches, much less herself. She was working 14-hour days and wearing all the hats, but her business wasn't growing.

Then she tried Mike Michalowicz's Profit First method, which teaches business owners to pay themselves before paying any other expense. The result? Ashley's gym has grown, she's off-loaded lower-value roles, and the business is profitable.

Links:

Get Fit
AGuard
Chalk It Pro
Gym Owners United

Timeline:

1:07 – Horror stories.

7:02 – Starting mentorship in the middle of the COVID-19 pandemic.

9:19 – Discovering “Profit First.”

11:34 – Starting small.

13:44 – Eating the sandwich.

14:38 – The snowball effect.

16:10 – Climbing the value ladder.

20:24 – Concentrating on high-value roles.

23:03 – Dealing with bumps along the road.

25:11 – You can’t help others if you’re not OK.

26:44 – Setting goalposts to drive revenue growth.

27:49 – You are a legitimate business expense.

29:10 – Life on the Profit First plan: stability, confidence, and growth.

31:12 – Success breeds success.

Why Your Gym Must Pay You First (and How to Make It Happen)

Thu, 22 Apr 2021 00:00:00 -0400

Money's tight this month. But your gym will make it—as long as you cut your own pay a little. No problem; you're not in this business to get rich, right?

But you can't live like that forever. Eventually, your business needs to be profitable and you need a paycheck—or you're going to burn out. But how do you get there?

The Profit First system, developed by Mike Michalowicz, is a powerful technique for managing cashflow to result in profit. Gym owner and certified public accountant John Briggs tweaked the system even further in his book, "Profit First for Microgyms."

Here, John explains how you can use the system to get out of debt, pay yourself and your team, cover your expenses and make a profit.

Links:

"Profit First for Microgyms"
Incite Tax
Arbox
Chalk It Pro
Gym Owners United

Timeline:

2:25 – What is Profit First?

3:04 – Parkinson’s Law.

6:18 – The gym-owner trap.

11:14 – The seven accounts: income.

12:19 – The seven accounts: team members.

14:13 – The seven accounts: owner pay.

17:20 – The seven accounts: profit.

22:31 – The seven accounts: tax.

24:14 – The seven accounts: operating expenses.

24:28 – The seven accounts: equipment.

25:48 – Why the system works.

27:29 – How to start implementing Profit First if you’re broke.

29:38 – Analyzing expenses and generating revenue.

33:27 – Starting small.

35:14 – How Profit First will make your life better.

36:53 – Where to start.

How to Find—and Patch—the Holes in Your Gym Business

Mon, 19 Apr 2021 00:00:00 -0400

Gym owner Jason Cohen recently did a hard audit of his business, taking a close, honest assessment of its five most critical aspects: the client journey, operations, facility, marketing, and sales.

After the audit, he made some changes. Since then, his gym has been more successful than ever.

Here's what Jason learned when he got up close and personal with his business—and how you can find and patch the holes in yours.

Links:

Locomotion Fitness
Level Method
Gym Owners United
Two-Brain Programming
The Gym Audit

Timeline:

2:08 – Why audit your business?

6:12 – The client journey.

10:45 – Operations.

17:40 – Facility.

28:16 – Marketing.

36:26 – Sales.

Entrepreneur's Pandemic Plan: "We're Going to Make It Work"

Thu, 15 Apr 2021 00:00:00 -0400

You might be over the pandemic, but that doesn't mean the pandemic's over—just ask Ruth Cheng, owner of CrossFit PTBO in Peterborough, Ontario, which just entered its third lockdown.

Each of those lockdowns set Ruth to tears as she watched the cancelations pour in. Yet despite the hardships, the gym's gross revenue grew 20 percent in 2020 compared with 2019.

Here, she shares her strategies for retaining clients, increasing revenue and staying positive during one of the toughest years gym owners have ever faced.

Links:

CrossFit PTBO
Level Method
Two-Brain Programming
Working With a Spouse: The Secrets to Ending the Stress
“Couple-Preneurship”: How to Work With Your Spouse
Gym Owners United

Timeline:

1:33 – Growth during one of the toughest years for gym owners.

2:54 – Drawing strength from partnership.

3:47 – When the pandemic hit.

6:28 – Watching cancelations pour in.

7:53 – Finding the strength to keep going.

10:55 – Moving the gym during lockdown.

13:33 – Retaining members during lockdown.

17:37 – Making a plan to re-acquire the ones who left.

18:11 – The power of communication.

22:40 – The race to $50k.

25:26 – Increasing revenue by listening to clients.

28:22 – What to do if you’re feeling beat down.

More Clicks: Simple SEO Strategies for Gym Owners

Mon, 12 Apr 2021 00:00:00 -0400

You know you've got a great service that gets people results. But how do you get people to your website to sign up for that service?

Good SEO—search-engine optimization—is critical. Your SEO practices (or lack thereof) affect where you rank in search results, and you don't wanna be on page 2.

Here, digital-marketing expert Mateo Lopez unpacks some of the secrets of on- and off-page SEO and what you can do to direct more traffic to your website for free.

Links:

Gym Lead Machine
The Guide to Local SEO for Gym Owners
AGuard
Gym Owners United
Chalk It Pro

Timeline:

3:02 – What is SEO?

6:02 – Why SEO matters.

9:34 – General vs. local SEO.

12:57 – The Two-Brain SEO course.

13:59 – Where good SEO can increase your visibility.

15:30 – What determines who gets the top rankings.

19:37 – Why you shouldn’t stuff keywords.

21:27 – How to improve your rankings.

23:11 – Using content to rank higher and increase domain authority.

26:32 – White- and black-hat SEO.

28:09 – Why you need to be on Google My Business.

31:19 – SEO: What not to do.

37:24 – How Gym Lead Machine can help you get more website traffic and leads.

40:13 – Two easy things you can do today to improve your SEO.

Nutrition: Defining Success for Clients, Coaches and Businesses

Thu, 08 Apr 2021 00:00:00 -0400

Nutrition coaching is a fantastic way to improve client results while increasing revenue for your gym—if it's done well.

The gyms with the most successful nutrition-coaching programs are the ones who treat it with the same level of professionalism as fitness coaching. After completing and implementing the Two-Brain Nutrition Coaching course, designed by registered dietician and Nutrition Rx founder Jen Broxterman, several gym owners have increased monthly front-end revenue by as much as $4,000.

Here, Jen explains exactly what world-class nutrition coaching looks like and how gym owners can quickly launch an amazing, revenue-boosting nutrition program.

Links:

Two-Brain Nutrition Coaching
Chalk It Pro
Level Method
Gym Owners United

Contact:

nutrition@twobraincoaching.com

Timeline:

1:42 – Defining success in nutrition coaching.

5:11 – The client-centered approach.

9:52 – How to coach a vegan if you love meat.

13:20 – Real-world return on investment.

17:58 – Low barrier to entry.

22:54 – The difference between gyms that make money with nutrition coaching and gyms that don’t.

27:36 – Treating nutrition coaching with professionalism.

29:25 – Don’t take a consultation at a hockey game.

33:47 – The biggest mistake new nutrition coaches make.

37:54 – Look for the little levers with the biggest ROI.

41:23 – Be a curious scientist.

44:59 – The No. 1 soft skill of world-class nutritionists.

Batting a Thousand in the Sales Office: Gym Owner Shares Secrets

Mon, 05 Apr 2021 00:00:00 -0400

How many leads do you get a month? Of those, how many book an appointment? And of those, how many actually buy?

That's number is your close rate, and in February 2021, Joanne Cogle's was 100 percent.

Here, she joins Mike Warkentin to talk about how she did it.

Links:

Should You Post Your Prices on Your Website?
Nutrition Challenges Are Dead. Kickstarts Are the Answer
Level Method
Gym Owners United
Two-Brain Coaching

Timeline:

1:50 – Getting to a 100 percent close rate.

5:03 – The power of confidence.

7:02 – The lead-nurture process.

11:30 – Transparent pricing.

13:06 – Narrowing the niche.

19:40 – What happens in the consultation.

24:49 – Presenting options and closing the sale.

28:23 – The right time to upsell additional services.

31:00 – Goal-setting sessions and the 90-day review.

35:17 – Staffing and SOPs.

39:12 – Don’t forget to be nice.

Why You Feel Like an Impostor—and What You Can Do About It

Thu, 01 Apr 2021 00:00:00 -0400

Look at all those clients and staff members—what would think if they knew the real you? If they knew what a fraud you actually are?

If you've ever had thoughts like those, welcome: You're a fellow sufferer of imposter syndrome.

Imposter syndrome is that voice inside our heads that tells us we're not actually as good as everyone thinks we are; that we've got them all fooled. Everybody has this voice, and as psychotherapist Bonnie Skinner says, it's not actually your enemy. The trick is to learn how to respond to it.

Here's how to challenge that voice and put imposter syndrome to rest.

Links:

Imposter Syndrome
Crushing Imposter Syndrome
Two-Brain Summit 2021
Arbox
Two-Brain Programming
Gym Owners United

Contact:

bonnie@skinnerpsychotherapy.com

Timeline:

2:26 – What imposter syndrome is trying to protect us from.

7:21 – Projecting our thoughts onto others.

10:29 – Imposter syndrome and entrepreneurship.

11:35 – Coping with imposter syndrome and anxiety.

15:06 – When to “fake it ‘till you make it”—and when not to.

18:24 – Responding to the imposter in your head.

20:54 – Sharing your struggles with a community.

25:08 – Not even the best of the best are immune to the syndrome.

25:57 – Bonnie Skinner at the Two-Brain Summit: The impact of the subconscious mind.

27:59 – What to do when anxiety and doubt creep in.

30:19 – Be average today so you can be magnificent tomorrow.

32:15 – How mentorship can help.

Gym Owner: "I'm Bad at Sales. Change My Mind!"

Mon, 29 Mar 2021 00:00:00 -0400

You know your program works. You're confident you can help clients reach their goals and change their lives. So why do you sweat and stammer when it comes time to ask for the sale?

You're not actually bad at sales, says Jeff Burlingame, Two-Brain sales expert. You just have a bad sales process.

On April 24, Jeff will join renowned sales expert Joe Marcoux to deliver a virtual Sales Mastery Workshop. The workshop will help gym owners and coaches increase sales confidence and boost close rates as well as teach how to develop a sales staff.

Learn more in this episode of Two-Brain Radio.

Links:

Sales Mastery Workshop
All about the Sales Mastery Workshop
Joe Marcoux
AGuard
Two-Brain Coaching
Gym Owners United

Timeline:

1:13 – How to recoup the value of the Sales Mastery Workshop.

5:39 – Dealing with the fear of sales.

9:11 – How to get more confident.

13:33 – Nobody is actually bad at sales.

18:08 – What the Sales Mastery Workshop has to offer more advanced salespeople.

22:57 – What the workshop will look like.

25:51 – Who is Joe Marcoux?

COVID, Roof Collapses and a Competitor Crisis: Tina Ferringer’s Story

Thu, 25 Mar 2021 00:00:00 -0400

No one said owning a gym would be easy, and it certainly hasn't been for Tina Ferringer.

Her gym's roof collapsed. A staff member stole her ideas, opened a new gym and undercut her on prices. Then COVID-19 hit and shut her gym down for two months.

But Tina's not complaining. In fact, she says she's thankful for the opportunities for growth. Tune in to learn how she sprung back from crisis and made her business stronger than ever.

Links:

Incite Tax: Profit First for Microgyms
Forever Fierce
Gym Owners United

Timeline:

1:28 – Betrayed by a staff member.

5:53 – Getting help from a mentor.

7:53 – Dealing with adversity.

9:56 – Adapting to COVID.

13:43 – Revenue PRs during the pandemic.

15:24 – The real reason for the work.

From Drugs to Double-Unders: The Chris Doster Story

Mon, 22 Mar 2021 00:00:00 -0400

Chris Doster swore he'd never go to work high. Or drink and drive. Or use intravenous drugs. But he did all three, and he couldn't stop—until he decided to fight to give his son a chance at life.

He threw away the drug paraphernalia and got a sponsor—and got into fitness. It didn't take long before he had a new mission in life: to help other people improve their lives with health.

But although he had all the passion in the world, he couldn't help people if he couldn't keep his new gym, CrossFit TYL, open. So he started mentorship with Two-Brain Business.

Listen to his amazing story and learn just how far Chris and his business have come here.

Links:

CrossFit TYL
Two-Brain Coaching
Gym Lead Machine
Paying Attention to Mental Health With Colm O'Reilly

Timeline:

2:33 – Falling prey to drugs and alcohol.

4:49 – Crossing off the list of nevers.

6:47 – Breaking the cycle.

10:13 – The work beneath the surface.

11:12 – Small wins.

13:35 – A new kind of high.

14:31 – Opening CrossFit TYL.

16:13 – Starting in the garage.

20:16 – Transcend Your Limits.

23:42 – Wearing all the hats.

27:55 – Pulling the trigger on mentorship.

30:27 – Working on the business instead of in it.

34:20 – Big things to come.

38:56 – Mental health, mindset and never giving up.

Clarity for Gym Owners: 6 Things to Do Right Now

Thu, 18 Mar 2021 00:00:00 -0400

Your bookshelf is full of business books. You listen to all the podcasts and join all the right groups on social media. So why aren't you making more money?

You don't need more knowledge, you need clarity. You need to know what to do right now.

Start by getting off Facebook and taking action in these six core areas of your business.

Links:

Level Method
Two-Brain Affinity Marketing guide
Free Tools
Two-Brain Programming
"Gym Owners Handbook"

Timeline:

1:44 – Your problem isn’t lack of knowledge.

4:28 – How to keep your clients longer with one-on-one onboarding.

7:08 – Sell more to your current clients with the prescriptive model.

9:04 – Get more leads with affinity marketing.

14:45 – Improve operations with a staff playbook.

15:45 – Teach your vision.

17:48 – Upgrade your team.

20:41 – Beat overwhelm with mentorship.

Retention Trumps Marketing in Gyms—Every Damn Time

Mon, 15 Mar 2021 00:00:00 -0400

Why did you get into the fitness business?

It probably wasn't to spend all day marketing and worrying about sales. But that's what you'll be doing if you don't prioritize retention.

Join Chris Cooper for a fireside chat on why retention is more important than marketing—and how you can improve it.

Links:

Gym Lead Machine
Microgym Myths: The Market Chases Excellence
Two-Brain RampUp Program
Two-Brain Affinity Marketing guide
Incite Tax: Profit First for Microgyms
Gym Owners United
Gym Owners Handbook

Timeline:

00:47 – You didn’t sign up for this.

4:47 – Referral marketing at every level.

5:38 – Affinity marketing and Two-Brain’s new guide.

9:59 – Retention matters: Do the math.

12:50 – Tactics to keep clients long term.

14:43 – Tag-teaming with other local experts.

15:58 – Starting with the right clients in the first place.

Working With a Spouse: The Secrets to Ending the Stress

Thu, 11 Mar 2021 00:00:00 -0500

Running a business with your significant other can be awesome and inspiring while also being stressful and demanding. You see each other all day. You talk shop all day. Pretty soon, work problems become home problems and vice versa—and you can't even go home and vent to your spouse!

Two-Brain fitness-business mentor Kenny Markwardt gets it. He runs Sandpoint Strength and Conditioning with his wife Jenn, and the two have had their fair share of ups and downs.

Here, Kenny shares his hard-won wisdom on how to work with your spouse—without burning down the house.

Links:

Sandpoint Strength and Conditioning
“Couple-Preneurship”: How to Work With Your Spouse
Couple-Preneurship: How to Hire Your Spouse
Couple-Preneurship: What to Do When Things Go Wrong
AGuard
Two-Brain Coaching
The State of the Industry Guide

Timeline:

3:35 – Speaking from experience.

7:00 – Common challenges couplepreneurs face.

10:28 – Benefits of running a business with your spouse.

12:14 – Preventing pitfalls.

12:55 – Make a financial plan.

15:01 – Setting boundaries.

18:19 – Don’t forget to work on the relationship.

21:11 – Setting goals.

24:50 – How to solve problems and settle arguments.

27:54 – What spouses can do today to improve themselves as couplepreneurs.

Lockdown Leader: How U.K. Gym Added and Retained Members

Mon, 08 Mar 2021 00:00:00 -0500

Gareth Wayt, owner of Second City Fitness in the United Kingdom, has been through three lockdowns since the start of the COVID-19 pandemic.

The gym is still in that third lockdown, yet now, their retention, average revenue per member, and life-time value are all higher than ever.

Here's what Gareth and co-owners did to make their business even stronger during the pandemic.

Links:

Second City Fitness
Level Method
Forever Fierce
"Help First"
Free Tools
Gym Owners United

Timeline:

2:01 – Using WhatsApp to keep the community alive during lockdown.

10:47 – Getting creative to keep members engaged—and do your marketing for you—during lockdown.

13:29 – Using lockdown to evaluate the business and make changes for the better.

18:24 – Switching to a hybrid membership model.

21:47 – Facing fears when making big changes to your business.

23:50 – Why Gareth and his team spent 10 days calling all 225 members of the gym.

28:05 – Looking to the post-COVID era.

32:03 – Numbers don’t lie: increased ARM, LEG and LTV.

Literally Make Money in Staff Meetings (This Actually Works!)

Thu, 04 Mar 2021 00:00:00 -0500

Staff meetings are such a hassle. They're hard to schedule, nothing really gets done and they usually end in arguments. Sound about right?

But what if they weren't a waste of time? What if you could use them to get your staff members to take action and even increase revenue right then and there?

That's what staff meetings are like at 416 Fitness Club. Here, owner Dan Visentin explains how it's done.

Links:

416 Fitness Club
"Actionable Staff Meetings: Build Your ARM"
Driven Nutrition
Arbox
The State of the Industry Report
Book a call

Timeline:

3:09 – The first key to a successful staff meeting: preparation.

4:24 – Know your objectives for the meeting.

7:24 – How often should you have staff meetings?

9:36 – How much is reasonable to cover?

12:00 – How to avoid negativity.

12:53 – Top mistakes gym owners make in staff meetings.

14:47 – Don’t forget the follow-up.

16:34 – Resources to help you run great staff meetings.

20:26 – How to get staff members to actually take action.

24:52 – How to make money during your meetings.

31:00 – Using meetings to energize and motivate staff.

33:07 – Using staff meetings to generate content.

38:59 – Why you need to have your staff members create content.

Overwhelmed? Here’s What to Do Today to Grow Your Gym

Mon, 01 Mar 2021 00:00:00 -0500

You're busy.

You've got tons of ideas—what about this new marketing technique? This new speciality-class idea?—but day-to-day tasks keep getting in the way. By the time your head hits the pillow each night, it feels like you spent the day treading water at best and trying not to drown at worst.

Here's how to swim—how to focus and prioritize to move your business forward.

Links:

The Microgym Model: 2021
Take the Founder, Farmer, Tinker, Thief test
The State of the Industry Report
Arbox
Forever Fierce
Gym Owners United

Timeline:

1:13 – The reason you’re overwhelmed.

5:24 – Mission.

6:33 – Strategy.

8:36 – Tactics.

9:46 – The importance of mentorship and the objective eye.

12:32 – Moving the business forward every day.

Nutrition Challenges Are Dead—Here's What Replaced Them

Thu, 25 Feb 2021 00:00:00 -0500

Nutrition challenges are quick fixes that don't deliver long-term results—for your clients or your business. Kickstarts, on the other hand, are designed for ongoing progress.

When Lindsey VanShoyck swapped the word "challenge" for "kickstart"—and made sure participants understood it was just the beginning of long-term change—she doubled the program's front-end revenue. The change also generated 75% more conversions to ongoing nutrition coaching afterward.

Tune in to learn why kickstarts work and how you can implement them to get your clients lasting results and generate increased ongoing revenue.

Links:

Two-Brain Programming
Arbox
Free Tools
Two-Brain on YouTube

Contact:

lindsey.vanshoyck@twobrainbusiness.com

Timeline:

1:57 – Why Lindsey stopped running nutrition “challenges.”

3:55 – How “kickstarts” get clients in the right mindset.

6:37 – Boosting revenue big time.

9:11 – Opportunities for more conversions and increased ARM.

11:54 – How to market a nutrition kickstart.

14:30 – How to get people to sign up for a nutrition kickstart.

17:23 – How to get people to convert to ongoing nutrition after the kickstart.

High Average Revenue Per Member in a Low-Priced Market

Mon, 22 Feb 2021 04:00:00 -0500

A gym owner in Atlanta once told Chris Cooper it was impossible to sell CrossFit in his area for more than $79 a month. Why? The market was saturated, and the only way for gyms to differentiate themselves was to be cheaper than the next guy.

But that strategy doesn't keep the lights on for long.

Here, CrossFit South Cobb owner and Atlanta microgym-industry leader Miles Davis explains how to get out of the price war and set your gym apart while also high-value services that are good for your clients and your business.

Links:

"Gym Owners Handbook"
CrossFit South Cobb
Arbox
AGuard

Timeline:

1:24 – How Miles got into the fitness industry.

3:36 – CrossFit in Atlanta in 2009: a copycat market.

7:41 – Why you couldn’t sell CrossFit in Atlanta for more than $79 a month in 2018.

11:03 – Making chicken nuggets.

16:13 – The Atlanta Two-Brain Group.

20:43 – ARM at CrossFit South Cobb.

24:02 – How to mentor staff to achieve their goals.

26:23 – How to sell high-value services.

28:15 – Competing with the gyms who charge less than you.

30:35 – Helping first to make everyone better.

33:53 – Communicating with staff and clients.

38:09 – To earn more, ask “What can I sell for $200” instead of “How can I charge $200 for this one thing?”

Stellar Staffing: Owner Gets COVID, Gym Marches On

Thu, 18 Feb 2021 00:00:00 -0500

What would happen to your gym if you got COVID-19 tomorrow? Would you have to cancel two weeks of classes and pump the brakes on your business?

At Live Active Charlotte, it was just business as usual when owner Brian Strump tested positive. That's because his gym was already equipped to keep on running whether he's there or not.

How? It all comes down to skilled staff members who are in it for the long haul. Here, Brian shares how he cultivates long-term staff with the passion, autonomy and know-how to take the helm.

Links:

How to Maximize Staff Retention
The Dream Manager
Two-Brain Business YouTube channel
Live Active Charlotte
Driven Nutrition
Arbox
Free Tools

Timeline:

3:00 – What Brian did after he tested positive for COVID-19.

6:32 – How Brian’s gym is set up to run without him.

13:05 – Words of wisdom from Brian’s mother.

15:45 – Using “love and loathe” to set staff up to stick around.

18:02 – How to help staff grow and advance their careers in your business.

22:16 – The intrapreneurial model in action.

26:20 – Grace, patience and why it’s good to expect mistakes.

32:18 – Why you should give feedback regularly—and not just about what staff did wrong.

Revenue Secrets: Personal Training and All-In Customer Care

Mon, 15 Feb 2021 00:00:00 -0500

Karen Hazelton never thought anyone would pay $300 for a gym membership. She could hardly believe people would pay the $140 she was charging—that is, until she joined the Two-Brain family.

After overhauling her systems and prioritizing helping first by prescribing exactly what her clients need to reach their goals, Karen is now pulling an average revenue per member around the $300 mark.

Here's how she changed her mindset and started selling more high-value services.

Links:

Telos Strength and Conditioning
Nutrition Challenges Are Dead. Kickstarts Are the Answer
Free guide: Affinity Marketing
Two-Brain Programming
Incite Tax: Profit First for Microgyms

Timeline:

1:59 – Karen’s ARM pre-Two-Brain.

3:10 – How personal training helped her ARM skyrocket.

6:26 – How Telos Strength and Conditioning grew its personal-training program.

9:21 – Getting comfortable with affinity marketing.

13:17 – Telos’ ratio of personal-training- to group-fitness clients.

14:24 – Personal-training- vs. group-fitness rates.

16:38 – How to sell high-value packages.

19:39 – Specialty programs and nutrition.

23:35 – Why Karen tells some clients NOT to do nutrition challenges.

26:13 – How regular communication with clients leads to more sales.

29:24 – “Stop thinking about the money.”

How to Coach an Amazing Group Fitness Class

Thu, 11 Feb 2021 00:00:00 -0500

What does it take to be a world-class coach? Tons of technical knowledge? Lots of certifications?

Those things might make you good at correcting movement, but they're not the key to exceptional coaching.

Here, Two-Brain Coaching mentor Shawn McQueen explains what is.

Links:

Railroad CrossFit
Two-Brain Coaching
AGuard
Gym Lead Machine
Gym Owners Handbook

Contact:

shawn@twobraincoaching.com

Timeline:

2:49 – What does a great coach look like?

6:43 – Why you still need to rehearse.

8:27 – What a less-than-ideal group glass looks like.

12:25 – Why excellence matters.

14:46 – World-class coaches are teachers.

16:28 – Communication and commanding the room.

20:29 – Developing the craft of coaching.

24:53 – How to coach coaches.

30:19 – The non-technical skills critical to great coaching.

33:28 – Providing excellence and affinity marketing.

37:34 – Signs you might make a great coach.

Using “Hybrid” Packages to Increase Average Revenue Per Member

Mon, 08 Feb 2021 00:00:00 -0500

Brian Zimmerman's ARM (average revenue per member, per month) is more then $300—and those are lockdown numbers.

What's his secret?

He does a lot of cool stuff, but perhaps the most effective for boosting ARM while getting clients results is his hybrid package: a combination of group classes and personal training designed to give clients the best of both worlds.

Here's how it works.

Links:

Forever Fierce
Two-Brain Programming
"How to Run Specialty Courses Every Day of the Year"
Free Tools

Timeline:

1:37 – How Brian beat $300 in ARM in December.

3:24 – Listening to seed clients to develop high-value services.

5:54 – What Brian charges for hybrid services.

7:36 – How hybrid services improve client retention.

9:26 – Hybrid packages provide more opportunities for coaches, too.

12:00 – Pitching the program to clients.

16:03 – Providing accountability.

19:12 – Why Brian developed an internal marketing role.

25:07 – Using speciality programs to drive up ARM.

28:07 – The first thing you should do if you want a higher ARM.

From $70 to $284 Per Member: Storm Strout's Revenue Revolution

Thu, 04 Feb 2021 00:00:00 -0500

When Storm Strout first opened his gym, he charged $70 a month. Today, that's what he charges for one hour of private coaching.

By offering a menu of high-value services including private training, private nutrition coaching and specialty classes, he's also notched an ARM—average revenue per member, per month—of $284.

Don't think it's possible? He didn't either, at first. Learn how he made the shift in this episode of Two-Brain Radio.

Links:

Veneration
Two-Brain Programming
Incite Tax: Profit First for Microgyms
"Help First"

Timeline:

3:34 – The early days of $70-a-month memberships.

7:03 – What’s responsible for Storm’s $284 ARM?

8:44 – Navigating rate increases.

13:55 – If group class costs $140 a month, where does that $284 come from?

16:49 – How Storm built a robust PT program.

22:15 – Group class is your discount option.

25:29 – Selling $1,500 packages.

28:37 – Storm’s next plans for growth.

31:57 – Small-group coaching: a win-win-win.

33:25 – One easy thing you can do today to increase ARM.

"Stop Doing That!"—How to Give Feedback at Your Microgym

Mon, 01 Feb 2021 00:00:00 -0500

How do you tell a staff member he or she is doing something wrong without getting into an argument?

It's all about establishing a feedback culture, says Per Mattson, Certified Two-Brain mentor.

When you clearly communicate how constructive feedback helps improve the business and makes everyone better, staff members will be more open to receiving—and giving—it.

Here's how to do it.

Links:

Two-Brain Programming
Building a Feedback Culture
Two-Brain Business February Regional Event
When No One Sees Your Vision (and It’s all Your Fault)
The State of the Industry
AGuard

Timeline:

1:56 – Feedback vs. criticism.

3:30 – How to minimize hurt feelings.

6:14 – How to help your staff accept feedback.

7:45 – Leading from the front: Asking for feedback from staff.

13:01 – The scary question brave gyms owners need to ask their staff.

16:04 – How to develop a feedback culture are your gym.

19:10 – What you’ll learn about feedback at the February Two-Brain Regional Event.

20:40 – The biggest mistakes gym owners make when it comes to feedback.

22:11 – The importance of deep listening.

25:01 – Feedback in action: Per and Mike get reps with roleplay.

30:49 – The value of practice.

32:13 – One easy thing you can do to start building a feedback culture at your gym today.

Fifty Years of Fitness Knowledge: Jim Adams and Chris Cooper

Thu, 28 Jan 2021 00:00:00 -0500

Jim Adams knows a few things about the fitness business—after all, he's been in it for more than 30 years.

He's been a personal trainer in big-box gyms and he's opened his own studio. He's worn all the hats of his business and he's learned how to hire and develop a great team. He's also the founder and host of the Masters in Fitness Business Podcast, where he speaks with successful fitness entrepreneurs.

In this episode, Chris picks Jim's brain on everything from the lessons he's learned developing his business acumen to where the fitness industry is going today and the top marketing mistakes microgym owners make.

Links:

Masters in Fitness Business
Catalyst Strength and Functional Nutrition
Incite Tax: Profit First for Microgyms
Driven Nutrition
Gym Owners Handbook

Contact:

Jim: Jim: trainerjimfe@gmail.net or jim_a@catalyststl.com
Chris: chris@twobrainbusiness.com

Timeline:

1:24 – Scratching his own itch with the Masters in Fitness Business Podcast.

3:24 – Great trainer, bad business owner.

5:18 – Overcoming ego.

7:02 – Where the fitness industry is headed.

10:29 – Why microgyms are perfectly poised to take over the market.

11:12 – What gym owners need to do to set themselves apart.

14:38 – How COVID has changed marketing in the fitness industry.

19:39 – If he could start all over again.

21:10 – The biggest marketing mistake gym owners make.

23:41 – Market to the 80%, not the 20%.

27:23 – Choosing his target demographic.

28:54 – How to appeal to the 80%.

30:13 – The problem with egos in the training business.

32:18 – How to build and maintain a career in fitness.

Gym Owners Handbook: What You'll Learn

Mon, 25 Jan 2021 00:00:00 -0500

In Chris Cooper's new book, "Gym Owners Handbook," he writes all about the 400-plus things you need to do to grow your gym and achieve freedom of time and money. In this podcast, he'll tell you how to do each of those things.

Here, Coop starts by teaching you how to measure success in your business, explaining the six areas of excellence you need to develop and how to develop them by tacking actionable steps laid out for you on the Two-Brain Roadmap.

Links:

Get your copy of "Gym Owners Handbook"
"Founder, Farmer, Tinker, Thief"
Two-Brain Coaching
Gym Lead Machine

Timeline:

1:47 – The two parts of your business.

3:24 – Measuring success.

4:54 – Defining success.

6:48 – The six areas of excellence in your business.

9:22 – Taking action.

12:17 – The phases of entrepreneurship.

The Microgym Model: 2021

Thu, 21 Jan 2021 00:00:00 -0500

How many clients does a microgym owner need to be successful? How does he or she find them? And how do operations change as client base grows? The answers are in the data.

Here, Chris Cooper pulls important numbers from Two-Brain's State of the Industry Guide—like how many clients gyms have and how profitable those gyms are—and explains how they're connected.

If you're wondering why you're stuck at 100 clients—or why you've got 300 but aren't making any money—you won't want to miss this episode.

Links:

The State of the Industry guide
The Ultimate Business Plan for Gym Owners
The Tipping Point
Tribal Leadership
How to Start an Online Training Program, With Jonathan Goodman
Founder, Farmer, Tinker, Thief
Gym Owners Handbook
AGuard
Driven Nutrition
Two-Brain Coaching

Contact:

chris@twobrainbusiness.com

Timeline:

5:18 – The stages of tribes.

8:32 – The vocational level: 0 to 5 clients.

10:28 – Getting to the 5- 15-client mark—and establishing a home base.

13:14 – Opening a studio at 15-50 clients.

14:41 – When you hit the ceiling on your time.

18:15 – The hardest jump: going from 50-150 clients.

20:48 – The marketing mistake gym owners make trying to get 150 clients.

22:49 – Hiring according to the value ladder.

24:-04 – Triads: What they are and why you need them.

26:51 – Where gyms go wrong at 150-plus members.

28:24 – You made it to 150. Now what?

31:05 – Systemizing marketing.

33:08 – Want 500 members? You need a unique model.

36:44 – Coop’s journey through each stage of client membership.

41:05 – How Greg Glassman scaled his model.

46:24 – Why 150 clients is a great target to shoot for.

Two-Brain Coaching First Degree: Good to Great

Mon, 18 Jan 2021 00:00:00 -0500

The best coaches know they need coaches, too.

Mike Watson is one of those coaches. As a mentor for Two-Brain Coaching's First Degree course, he helps new and veteran coaches grow as trainers and develop their careers, whether that looks like personal training, group-fitness coaching, nutrition coaching, mindset coaching or something else.

He joined Two-Brain Coaching co-founder Josh Martin to talk in detail about the program and how coaches and gym owners can benefit from it.

Links:

Two-Brain Coaching
Driven Nutrition
Free Tools

Contact:

mike@twobraincoaching.com

Timeline:

1:14 – In the beginning: Training, working and phone-book flipping with Chris Cooper.

4:40 – From training people to training coaches.

6:59 – The Two-Brain Coaching First Degree Course

10:29 – Finding “confidence in our competence.”

11:45 – Incorporating content creation into coaches training.

15:45 – Personal training: the golden opportunity.

21:59 – Personalizing the course experience.

25:00 – Combating burnout.

27:10 – Professor Mike.

29:34 – Two-Brain Programming and the SEMM model.

33:36 – Translating the SEMM model for real-world application.

36:34 – How to get a new coach up to speed with the First Degree Course.

Two-Brain Programming: How to Save Time and Money

Thu, 14 Jan 2021 00:00:00 -0500

The gyms that had the best retention during lockdown were the ones that customized group programming to every client's needs—and if they keep doing that, they'll continue to be successful long after the COVID crisis is over.

But customization is a lot of work. That's where Two-Brain Programming comes in: to help gym owners deliver excellent, customized service while saving time and money.

A Two-Brain Programming membership comes with in-person and remote programming tracks, each with briefs customized for three unique client avatars.

Depending on membership tier, you'll also get daily session plans, video briefs, coaches development videos, built-in opportunities for coaches to advance their careers and daily SEMM (sleep, eat, move, manage) programming. Current Two-Brain Growth clients have access to Tier 1 for free and Tier 2 at a discounted rate.

Here, Brooks DiFiore explains the program and its benefits in detail.

Links:

Two-Brain Programming
Two-Brain Programming Instagram
Forever Fierce
Incite Tax: Profit First for Microgyms
The State of the Industry 2020

Timeline:

1:18 – Filling the gap with Two-Brain Programming.

3:30 – Workout-focused programming vs. client-focused programming.

4:05 – What you get.

6:12 – The three client avatars.

8:38 – The point isn’t to just copy and paste; it’s to build relationships with clients.

11:11 – The two tiers of Two-Brain Programming.

14:38 – Incorporating SEMM coaching.

19:02 – Built-in opportunities for professional development.

21:45 – Syncing with the Prescriptive and Help First models.

25:31 – A sneak peek.

27:59 – How to start a 30-day free trial.

Five-Figure Clients: How CrossFit MASS Does It

Mon, 11 Jan 2021 00:00:00 -0500

The average long-term value of a client at CrossFit MASS is over $10,000.

So what's owner Joe Venuti's secret? Is it about rates? Specialty programs? Sales wizardry? And how does he plan to keep that number high?

Mike Warkentin digs in with all those questions and more in this episode of Two-Brain Radio.

Links:

CrossFit Mass
Incite Tax: Profit First for Microgyms
Driven Nutrition
The State of the Industry 2020

Timeline:

2:28 – Where does high LTV come from?

4:04 – Factoring in ARM and LEG.

7:40 – How CrossFit MASS achieved average client retention of 41 months.

8:46 – The rate debate: to grandfather or not.

15:42 – Weighing long-term value of raising rates vs. grandfathering long-term clients.

19:52 – Client retention.

24:42 – Joe’s advice to gym owners looking to increase LTV.

26:04 – Replicating seed clients.

Long-Term Value: What If Every Client Spent $10,000 in Your Gym?

Thu, 07 Jan 2021 00:00:00 -0500

You've heard of ARM (average revenue per member) and LEG (length of engagement), but what do you know about LTV—lifetime value?

Lifetime value is just what it sounds like: how much a client pays you over the course of their entire relationship with your business. And at Chalkline CrossFit in California, it was over $9,000 per client in October.

Here's how owner Emily Cabral achieved such a high number and why LTV is an important figure to track.

Links:

Chalkline CrossFit
Gym Lead Machine
Two-Brain Coaching
The Big Win: When Your Gym Supports Your Lifestyle
Make More Money for Years: Amazing Client Onboarding
The State of the Industry guide

Timeline:

2:44 – Calculating LTV.

6:00 – The secret sauce.

9:36 – Dealing with the icon problem.

13:40 – Planning to raise ARM.

14:11 – Advertising and LEG.

19:49 – How LTV informs decision-making and spending.

25:58 – Advertising in the post-COVID era.

27:27 – Using the 90-day challenge as an entry point for prescriptive selling.

31:52 – The key to high LTV.

The Future of Coaching

Mon, 04 Jan 2021 00:00:00 -0500

The COVID crisis fast-tracked the evolution of the fitness industry, but it's about more than online coaching. The gyms that retained the most clients were the ones whose coaches had the deepest relationships with those clients—and that means teaching more than exercise.

That's why Two-Brain Coaching teaches the SEMM model: Sleep, eat, move, manage. World-class coaches help their clients with all four pillars because that's what will get them the best results.

Here, Two-Brain Coaching's Josh Martin explains how coaches can use each pillar to deliver (and charge for) higher-value services—and why the future of coaching revolves around a holistic approach.

Links:

Two-Brain Coaching
Gym Lead Machine
Forever Fierce
An Economist Walks Into a Brothel With Allison Schrager
Free Tools

Timeline:

1:05 – How the COVID crisis transformed coaching.

1:54 – The four pillars of the SEMM model of coaching.

3:58 – Why coaches should teach more than exercise.

5:56 – How to use SEMM in group training.

7:41 – How coaches benefit from coaching all four pillars.

9:37 – How one gym owner more than doubled nutrition-coaching revenue during COVID.

11:30 – The Two-Brain Nutrition Coaching course and a habits-based approach.

15:10 – Creating content to attract and keep clients.

19:17 – Mindset coaching: What it is and how to do it.

24:37 – How technology helps and hinders coaching.

28:48 – Listening to your clients instead of fighting against them.

Common Characteristics of the World’s Top Gym Owners

Thu, 31 Dec 2020 00:00:00 -0500

Certified Two-Brain Mentor Josh Price has mentored some of the best gym owners in the business—including four of this year’s Two-Brain Award winners.

Here’s what they have in common, how they’ve become so good at what they do and tactics you can use to level up your game in 2021.

Links:

When No One Sees Your Vision (and It’s all Your Fault)
How to Be a Better Leader in 2021
The State of the Industry
The Big Win: When Your Gym Supports Your Lifestyle
Sinking Ship to Rocket Ship: How Brandon Evans Did It
Consistent 30% Profit Margins: How Mike Collette Does It
When Your Clients Want to Tell the World About You
The Fired Client Rebellion and the Comeback of the Year
The Secrets of Incredible Staff Development
Creating a Culture of Care at Your Gym
The Second Shutdown Plan for Gym Owners
Two-Brain Coaching
Incite Tax: Profit First for Microgyms

Timeline:

2:27 – The common thread between Two-Brain’s top gym owners.

5:20 – What you need to be a great leader.

8:23 – How to get your team on the same page.

10:34 – Narrowing your vision.

14:21 – Mentorship and the Two-Brain Roadmap.

18:15 – The one thing every successful gym owner does.

20:07 – Responding to objections to mentorship.

23:54 – Numbers never lie.

27:20 – What to do today to start strong in 2021.

29:12 – Using tactics to prepare for when plans go awry.

33:12 – How to connect tactics to your vision.

The State of the Fitness Industry: 2020

Mon, 28 Dec 2020 00:00:00 -0500

There's never been a resource like this before. Eighty-four pages of data-backed information on the state of the fitness industry, including:

The types of gyms that are the most profitable.
Where the most profitable gyms get the bulk of their revenue.
How much gyms are paying their employees.
How many gyms had to fire staff during COVID.
Most gyms’ typical lead costs.
How many gym owners are considering selling their businesses.
And more.

Download it for free and follow along as Chris Cooper unpacks the data and explains what it means for gym owners like you.

Links:

The State of the Industry
Two-Brain Coaching
Wodify
Arbox
AGuard
Rigquipment
Incite Tax: Profit First for Microgyms
Gym Lead Machine
"Founder, Farmer, Tinker, Thief"
"Gym Owners Handbook"
Regional Meetups

Timeline:

1:48 – The fitness industry’s greatest test.

9:47 – How to read this report—and what it can do for you.

11:09 – Where the data comes from.

15:28 – Which gyms are the most profitable?

20:24 – Owner hours worked.

23:25 – Investment in marketing software.

25:13 – Profitability and years in business.

28:03 – Monthly expenses.

29:10 – Monthly spending and profitability.

31:47 – The cost of running a gym by segment.

34:39 – Owner hours worked by segment.

36:32 – Effective hourly rate across segments.

39:21 – Revenue models.

41:03 – Percentage of revenue from group training.

42:36 – Percentage of revenue from personal training.

43:19 – Personal training and pricing.

46:58 – Online coaching.

48:19 – Percentage of revenue from nutrition coaching.

48:34 – Supplement sales.

50:41 – Kids classes.

51:18 – Revenue structure by owner-estimated value.

53:44 – Digital marketing.

56:16 – On working with marketing agencies.

57:14 – The cost of a new lead.

58:10 – Conversion rates.

58:52 – Staffing.

1:00:51 – Coach compensation.

1:02:13 – Partnerships and business structure.

1:03:37 – Owner-estimated value.

1:05:24 – COVID-19.

1:07:09 – Gym size.

1:08:52 – CrossFit: Affiliation, affiliation and reaffiliation.

1:10:27 – Demographics and attendance data.

1:13:15 – Average revenue per member and length of engagement.

1:14:28 – Revenue and profitability.

1:16:06 – Leads and close rates.

1:17:58 – Cancellations and closures.

1:19:02 – Financing.

1:20:26 – How Two-Brain gyms compare.

1:24:10 – Who will lead the fitness industry moving forward? CrossFit Inc.?

1:27:21 – Gym associations?

1:29:16 – Franchises?

1:31:37 – Certifying bodies?

1:33:18 – Using data to let the best gyms lead.

1:34:41 – Bringing the best gym owners together.

1:38:53 – New tools from Two-Brain to help gym owners succeed.

How to Be a Better Leader in 2021

Mon, 21 Dec 2020 00:00:00 -0500

If you're a gym owner, you're also a leader—whether you like it or not. You set the example for your staff and members, and how well you lead has a direct correlation to how well your business performs.

But what does good leadership look like? And can you get better at it if it doesn't come naturally?

Here, certified Two-Brain mentor and gym owner Anastasia Bennett shares five characteristics of great leaders and how to develop them.

Links:

WOF Strength and Conditioning
Wodify
Forever Fierce
When No One Sees Your Vision (and It's all Your Fault)
Free Tools

Timeline:

1:26 – Good leaders have clarity.

3:35 – Good leaders build relationships based on trust.

4:52 – Good leaders are consistent.

6:50 – Good leaders have the courage to make decisions.

8:19 – When over-communication is a good thing.

10:22 – Motivate, don’t manage.

13:55 – Are leaders born or made?

16:13 – Building leaders by building confidence.

19:08 – How mentorship can help build confidence.

20:48 – Communication 101: Know your audience.

22:47 – Stick to the point.

25:10 – Communicate often.

27:58 – The importance of body language.

30:26 – To improve leadership and communication skills, start with your vision.

32:06 – Give credit where it’s due and take responsibility when it’s needed.

32:48 – Ask questions.

Net Owner Benefit: Tips From Two-Brain’s Top Earners

Thu, 17 Dec 2020 00:00:00 -0500

Oskar Johed and business partner Karl Solberg have some of the best Net Owner Benefit numbers in the Two-Brain family. That means their business is working to their benefit and providing things like good salaries, dividends, pension plans, life insurance and more.

But you don't get a high Net Owner Benefit by accident. The owners of CrossFit Medis in Sweden are now reaping the benefit of years of careful decision-making that has made their business profitable.

Tune in to learn what Oskar and Karl have done to grow profit, revenue and Net Owner Benefit over the years and how you can start doing it, too.

Links:

CrossFit Medis
Driven Nutrition
Gym Lead Machine
Free Tools

Timeline:

2:12 – What is Net Owner Benefit?

4:05 – Using taxes to maximize Net Owner Benefit.

8:28 – How the owners of CrossFit Medis got where they are now.

11:46 – How Oskar and Karl increased profit margins.

13:52 – The biggest mistakes gym owners make that keep them from achieving high Net Owner Benefit.

18:07 – How defining your avatar can increase revenue opportunities.

20:02 – Managing costs—including staffing.

23:17 – Letting time and the compound effect work for you.

25:33 – The power of getting outside perspective.

Why Everyone Shows up for Free Intros With Pep Leppers

Mon, 14 Dec 2020 00:00:00 -0500

In September, Pep Leppers got 40 leads. All of them booked appointments, 39 showed up and 28 of them bought something.

You could call it a lucky month, but he's maintained those numbers—a set rate of 30-40, a 95 percent show rate and a 70-80 percent close rate—ever since.

Learn how he does it and how you can improve your gym's set, show and close rates in this episode.

Links:

All Round CrossFit
Arbox
AGuard
Free Tools

Timeline:

1:37 – The history of Pep’s metrics.

2:52 – Where do his leads come from?

3:14 – Pep’s approach to affinity marketing.

7:30 – How Pep customizes Facebook marketing for success.

12:14 – The importance of consistency between your ads and your website.

14:58 – A glimpse at Pep’s approach to lead nurture.

21:07 – How Pep prevents no-shows before they happen.

26:19 – The one-hour intro session: Why it’s worth it.

31:25 – The best of both worlds: the No-Sweat Intro and the Sweat Intro.

42:03 – How Pep’s numbers have changed since September.

43:53 – Two simple steps struggling gym owners can take today to improve set, show and close rates.

From Macros to Habits: Evolving Nutrition Coaching

Thu, 10 Dec 2020 00:00:00 -0500

After Jen Broxterman switched her nutrition-coaching program from a macros-based method to a habits-based method, her revenue increased from $40,000 a year to $150,000. When Lindsey VanSchoyck made the switch, hers went from $56,000 to $116,000—and her length of engagement went from three or four months to almost a year. Here’s how you can get the same results.

Links:

Two-Brain Coaching
Take the Two-Brain Coaching Nutrition Course
Gym Lead Machine
Free Tools

Timeline:

2:16 – Habits-based nutrition coaching vs. counting macros.

3:27 – How habits-based coaching leads to greater client consistency, success and length of engagement.

6:14 – Why gym owners should consider making the switch: ease of implementation and insurability.

8:49 – How habits-based nutrition coaching helped Jen and Lindsey double their revenues.

11:08 – Why it works.

14:04 – How habits-based nutrition coaching improves client length of engagement.

16:20 – Client success with habits-based nutrition coaching.

17:38 – Doctor-approved.

19:06 – Research to back it up.

22:50 – How to transition clients from macros to habits.

24:07 – Macros aren’t the devil—but obsessive counting doesn’t lead to results.

26:26 – A plug-and-play program for gym owners.

Eco-Challenge Fiji: Leadership Lessons From the “World’s Toughest Race”

Mon, 07 Dec 2020 00:00:00 -0500

Some of the toughest lessons about leadership Ashley Haun learned in an ocean storm.

The co-owner of Nika Athletics was a contestant on Eco-Challenge Fiji, a 10-day expedition race and TV show. During the race, Ashley and her team had to sail an ancient sailboat with no wind, climb a volcano in the dead of night and more.

It was a grueling physical test—and a great lesson in leadership. Here's what the ordeal taught Ashley about running a business.

Links:

Wodify
Incite Tax: Profit First for Microgyms
Book a Free Call

Timeline:

1:10 – Getting on the show.

2:08 – Training for the race.

3:14 – An unexpected challenge.

4:49 – The race experience.

8:17 – The toughest challenge: teamwork.

9:50 – Lessons in leadership.

12:51 – How to lead in a crisis.

15:14 – Investing in your team.

17:15 – Hard things make strong leaders.

Sales Secrets: Leads Leader Logs 75 Percent Close Rate

Thu, 03 Dec 2020 00:00:00 -0500

It's exciting to get lots of leads, but what really matters is how many of them show up—and how many buy.

Matt Andrus, owner of Sequoia Fitness in Oakland, California, closed 75% of his leads in September. In this episode, he shares how he does it.

Tune in to learn his approach to advertising, lead nurture and sales—and how he builds trust with potential new clients.

Links

Sequoia Fitness
Incite Tax: Profit First for Microgyms
Two-Brain Coaching
The Surge: Why Some Gyms are Thriving After COVID
Book a Free Call

Timeline:

2:02 – A look at Matt’s automations.

3:55 – Analyzing the data.

6:27 – Surfing the Surge.

8:18 – What he did to close 75% of leads in September.

11:16 – Evolving from the old school.

14:59 – Pamphlets and sandwich boards.

17:45 – Rustic but sophisticated.

21:48 – What the luxury hotel industry taught Matt about sales.

24:09 – “Not a consult, but a conversation.”

27:27 – You have to believe your product is worth the price.

32:16 – Teaching staff to sell.

36:35 – “Hire for attitude, train for aptitude.”

41:02 – Successful No-Sweat Intros.

48:22 – You have to listen.

Creating a Culture of Care at Your Gym

Mon, 30 Nov 2020 00:00:00 -0500

Molly Kieland owns Fuelhouse Gym in Seattle, Washington, and she's the winner of Two-Brain's Gym of the Year: Right Brain award for awesome gym culture.

But it takes more than good feelings to win that award; you've got to have the numbers to back it up.

Here, Molly joins Tiffy Thompson to talk about how she maintained a strong culture at her gym during the COVID crisis and how she maintained profitability throughout—including increasing monthly personal-training revenue from $6,000 to $17,000 per month.

Links:

Fuelhouse Gym
Incite Tax: Profit First for Microgyms
Two-Brain Coaching
Gym Owners United

Timeline:

1:23 – About the Gym of the Year: Right Brain award.

2:44 – Reacting to the COVID crisis.

4:38 – Shifting online and the learning curve that went with it.

5:44 – Maintaining community during lockdown.

8:50 – Retention and engagement during the pandemic.

14:07 – Dealing with the stress of the pandemic while in a leadership position.

15:59 – Bright spots that came out of lockdown.

18:50 – Increasing personal-training revenue during COVID.

21:21 – The future of Fuelhouse.

Chris Cooper’s Top Lessons of 2020

Thu, 26 Nov 2020 00:00:00 -0500

It's been a hard year—for many gym owners, the hardest they've ever endured.

But it's also been filled with opportunities to learn, to become anti-fragile and to fast-track evolution. Gym owners who've made it this far have left the pond and now swim in an ocean of opportunity.

So don't let the hardship you endured this year go to waste. Learn from it and get stronger. Here are the top 10 lessons Chris Cooper learned.

Links:

Two-Brain Coaching
Driven Nutrition
Free Tools
Pre-order Coop's new book: "Gym Owners Handbook"

Timeline:

2:10 – How Two-Brain Business evolved to respond to the COVID crisis.

3:24 – You don’t have time to build your wings on the way down.

4:20 – When time counts, mentorship becomes more valuable.

4:46 – Communication is everything.

5:46 – Your business is only as strong as your team.

6:28 – Your team is only as strong as its tools.

7:04 – Your tools are only as strong as the systems you’ve used to build them.

7:43 – Be anti-fragile.

8:50 – The first to evolve wins.

11:26 – Forgiveness is important.

12:52 – In a crisis, leadership is invaluable.

How Online Nutrition Coaching Helps Clients and Businesses

Mon, 23 Nov 2020 00:00:00 -0500

Gyms across the world are facing second shutdowns as the COVID-19 pandemic continues to ravage.

If that's you, and you're worried about the health of your business and your clients, you need to listen to this episode.

Jen Broxterman is a registered dietician, the founder of Nutrition Rx, a gym owner and co-developer of a new Two-Brain Coaching online nutrition coaching course that will get you up and running with a new revenue source in a month or less.

Tune in to learn how it works and how it can help you grow your business despite the COVID-19 lockdown.

Links:

Nutrition Coaching Course: Book a Free Call
Purchase the Nutrition Course
Nutrition Rx
Forever Fierce
Two-Brain Coaching
Book a free call with a Two-Brain mentor

Contact Jen: nutrition@twobraincoaching.com

Timeline:

1:46 – How the online Nutrition Coaching Course came to be.

3:06 – The benefits of doing nutrition coaching online.

4:58 – Is online nutrition coaching as good as in-person nutrition coaching?

8:06 – How to measure success when coaching online.

10:18 – Rules and restrictions of coaching online: what you need to know.

17:24 – Success stories and a 75% close rate.

24:03 – The power of simplicity.

27:41 – How to build a new revenue stream with online nutrition coaching in just one month.

33:20 – What you can do today if you’re not sure where to start.

35:49 – Resources available to you.

Top Books of 2020 for Gym Owners

Thu, 19 Nov 2020 00:00:00 -0500

Chris Cooper used to ask his mentors what they were reading; now, he asks them, "What book have you read five times?"

A side effect of the COVID crisis meant fewer books were published in 2019, but that's OK. A book doesn't have to be new to be great.

Here are Chris's top reads of 2020.

Links:

Arbox
AGuard
Free Tools
Preorder Chris' new book

Timeline:

00:41 – The milkshake revelation.
6:08 – “All Marketers Are Liars”
7:13 – The 75 Hard Challenge
8:20 – “Business Secrets From the Bible”
9:28 – "Vivid Vision"
10:37 – “Fix This Next”
12:10 – “13 Things Mentally Strong People Don’t Do”
13:03 – “The Wealthy Fit Pro’s Guide to Getting Clients and Referrals”
14:02 – “Think Like a Rocket Scientist”
15:08 – “The Big Leap”
15:58 – “Blue Ocean Strategy”

Find all the books on Chris' list here.

The Secrets of Incredible Staff Development

Mon, 16 Nov 2020 00:00:00 -0500

When the COVID pandemic hit, many gym owners had to let staff members go or stop paying them. Jared Byczko of NapTown Fitness promoted staff members instead, creating new C-suite level positions in the middle of lockdown.

It's just one of many reasons why he earned Two-Brain's Coach Education Award, given to gym owners who've created such a strong business that it supports not only the owners and their families but provides solid careers for staff, too.

Tune in to learn how Jared and his business partner, Peter Brasovan, developed such a resilient business.

Links:

NapTown Fitness
Incite Tax: Profit First for Microgyms
Two-Brain Coaching
Gym Owners United

Timeline:

00:21 – About the Coach Education Award.

3:45 – Shifting from personal development to team development.

5:08 – Hitting their stride with mentorship.

6:30 – Promoting staff despite COVID.

9:08 – Experimenting with staff compensation methods.

11:23 – The Entrepreneur’s Operating System.

15:30 – The importance of empathy.

16:53 – What to do if you’re struggling with staffing.

18:00 – The future of NapTown Fitness.

$314 Average Revenue Per Member—How Jennifer Dawson Did It

Thu, 12 Nov 2020 00:00:00 -0500

Think having 500 members will make your gym profitable? It depends on how much each of those members is paying you—and if you have 500 members, chances are they're not paying much.

Microgyms don't become profitable by selling discounted services—group training—in bulk. They become profitable by selling high-value services to the right clients and increasing their ARM (average revenue per member).

Northglenn Health & Fitness has an ARM of $314 per member—even during COVID. Tune in to learn what owner Jennifer Dawson does to keep that number high.

Links:

Northglenn Health & Fitness
Incite Tax: Profit First for Microgyms
Two-Brain Coaching
Free Tools

Timeline:

1:40 – Calculating ARM.

3:18 – The big mistake Jennifer avoided when she opened her gym.

5:52 – What Jennifer did to increase her ARM.

8:16 – How goal-review sessions can help you increase revenue.

10:21 – Helping, not selling.

14:14 – Winning by not making the sale.

18:16 – The easy sale is soon lost.

21:42 – To increase ARM, you have to build relationships.

24:06 – Increasing ARM during COVID.

32:37 – How affinity marketing can keep ARM going strong.

34:53 – The disservice you’re probably doing your clients (and how it undercuts your ARM).

36:08 – Why you need an annual plan.

38:04 – The key to high ARM: Offering multiple services.

The Fired Client Rebellion and the Comeback of the Year

Mon, 09 Nov 2020 00:00:00 -0500

Phil Kniep has dealt with many of the same problems most gym owners have: Bad partners, weed clients and COVID. But what sets him apart is how he handled them.

Shortly after taking sole ownership of CrossFit Lincoln, he made the tough call to dismiss some clients who were causing problems. Twenty other members left with them.

With the help of his mentor, he and his wife rebuilt the membership according to their new vision—and then COVID hit. But while other gyms shuttered their doors, CrossFit Lincoln thrived, reporting record revenue at the height of the pandemic.

Tune in to learn how Phil turns devastating situations into opportunities for growth.

Links:

CrossFit Lincoln
Wodify
Gym Lead Machine
Gym Owners United

Timeline:

00:20 – The Comeback of the Year Award.

1:56 – Becoming sole owners and seeking mentorship.

5:55 – Firing weed clients.

8:41 – Dealing with the fallout.

11:40 – How CrossFit Lincoln delivered its most profitable months during COVID.

15:27 – The payoff: Moving closer to Perfect Day.

16:45 – Standing apart from the competition.

18:20 – What to do when you feel hopeless.

How to Fix the Weak Links in Your Marketing Chain

Thu, 05 Nov 2020 00:00:00 -0500

Gym owners: What does your marketing process look like? Do you just toss out some ads and hope for the best?

Maybe you're more sophisticated and you've got automations set up to chase after leads. Guess what? That's still not enough.

Here, marketing expert Mateo Lopez breaks down the points of performance for the kind of marketing chain that ends in more sales closed.

Links:

Incite Tax: Profit First for Microgyms
Forever Fierce
Gym Lead Machine
StoryBrand: Can It Help You Acquire More Clients?
Free Tools
Book a Free Call

Timeline:

1:51 – Learning the lingo: Leads, set, show, close.

6:21 – Why gym owners need to learn about the marketing chain.

10:17 – What gym owners do wrong when it comes to lead generation.

14:35 – The top gym-website faux pas.

19:40 – What your website should be doing.

25:50 – How to get more people to book appointments through your website.

28:58 – Fine-tuning the lead-nurture sequence.

30:47 – How to make follow-ups personal.

34:31 – How to increase appointment show rates.

39:23 – Is your appointment-booking software working for or against you?

46:04 – The power of personal touchpoints.

46:59 – How to close the sale.

50:01 – Conviction: You need to put in the reps.

54:00 – Resources to help you improve your marketing chain and close more sales.

When Your Clients Want to Tell the World About You

Mon, 02 Nov 2020 00:00:00 -0500

Gym ownership can feel like a thankless job at times. No one sees all the late nights, early mornings, blood, sweat and tears you put into your business.

That's why Two-Brain Business' Clients' Choice Award is so meaningful. It's more than a trophy. It's a signal from your clients that you're doing things right and that they appreciate you.

The 2020 Clients' Choice award winner is Nick Seabock, owner of Off the Grid CrossFit in New Jersey.

Links:

CrossFit Off the Grid
Arbox
Driven Nutrition
Gym Owners United

Timeline:

00:23 – All about the Clients’ Choice Award.

3:34 – What sets Off the Grid CrossFit apart.

4:38 – Nick’s approach to client care.

6:13 – When the pandemic hit.

8:22 – Maintaining community during the COVID shutdown.

10:28 – Positive takeaways from the shutdown experience.

Retention Secrets From a Length-of-Engagement Leader

Thu, 29 Oct 2020 00:00:00 -0400

The average length of engagement—the average amount of time a member sticks around—for most gyms is 7.8 months. At CrossFit Moncton, it's 4.5 years.

CrossFit Moncton owner Kevin Wood joined Mike Warkentin to share how he gets his members to stay for so long. It's about actually caring about your members, he said, and following that care up with action.

Tune in for some actionable advice you can implement today to figure out exactly when and why your members leave, how to stop those leaks and what you can do to increase your gym's length of engagement.

Links:

CrossFit Moncton
CrossFit Moncton: "Gyms are high-risk areas ... really?"
Wodify
Free Tools

Timeline:

1:51 – Calculating length of engagement.

6:27 – Showcasing your clients.

9:06 – Length of engagement and the client-intake process.

11:18 – Finding the leaks.

14:15 – Why people leave after 30-50 days.

15:16 – What happened when Kevin made a 50-year-old man cry.

17:15 – The sniper effect.

18:20 – Using systems to catch lagging members before they disappear.

21:26 – Showing members you care about them.

24:17 – Evolving with your audience.

25:53 – Managing LEG during COVID.

30:25 – Getting lost members back after COVID closures.

32:19 – Two simple things you can do today to increase LEG.

Consistent 30% Profit Margins: How Mike Collette Does It

Mon, 26 Oct 2020 00:00:00 -0400

Mike Collette had just split from his business partner, gotten married, bought a house and gotten a dog—then COVID hit.

Six months later, his gym is not only still standing but is also turning a 30% profit—likely because of how well Mike was running his business before the crisis.

Learn how he did it—and why he earned Two-Brain's Left Brain Gym of the Year Award—here.

Links:

Prototype Training Systems
AGuard
Wodify
Gym Owners United

Timeline:

00:27 – All about the Left Brain Gym of the Year award.

4:16 – The secret to Prototype Training Systems’ success.

6:46 – Creating great careers for coaches.

10:00 – Learning how to sell fitness.

14:30 – Looking back—and appreciating failure.

16:47 – Marketing and the power of content creation.

18:46 – Maintaining consistent communication with staff and clients.

21:06 – Dealing with the COVID shutdown.

25:22 – Turning necessities into opportunities.

30:06 – Choosing to be a leader during times of crisis.

Growth in Lockdown: Australian Gym Owner Adds Clients, Revenue

Thu, 22 Oct 2020 00:00:00 -0400

Australians have faced some of the most severe COVID lockdown restrictions in the world: Evening curfews. Travel restricted to a 5-kilometer radius from home. Multiple total shutdowns.

The severity of the restrictions has many Australian gyms hanging by a thread. But not Tribe MVMNT.

Despite these extreme challenges, gym owner James Mawson says his gym has actually grown. Revenue and membership are both up, and he's even planning on opening a second location soon.

But he didn't just get lucky, and it wasn't easy. Tune in to learn how James increased revenue, kept his staff paid and increased his membership during the COVID crisis.

Links:

Tribe MVMNT
Incite Tax: Profit First for Microgyms
Two-Brain Coaching
The Second Shutdown Plan for Gym Owners
Deanna Mawson, online nutrition coach

Timeline:

2:24 – Lockdown in Australia.

6:39 – Surviving the first lockdown: all about the quick transition.

8:30 – The power of membership suspension and automatic renewal.

10:14 – Lending equipment.

12:34 – The importance of attitude and leadership.

14:40 – Moving the gym outside.

17:24 – When the second shutdown hit.

18:27 – Communication is critical.

22:18 – Making the best of the new norm.

27:43 – Increasing personal training.

29:56 – Boosting revenue by 25%.

30:54 – Listen to your members.

35:12 – The power of confidence.

38:36 – Getting the landlord on board.

40:14 – Supporting staff during COVID.

43:43 – How to get new clients during COVID.

45:09 – Lessons learned that will stick for the long haul.

Sinking Ship to Rocket Ship: How Brandon Evans Did It

Mon, 19 Oct 2020 00:00:00 -0400

Before Brandon Evans started mentorship with Two-Brain Business, his gym, Heart and Hustle Fitness, was operating at a $7k deficit each month. Within four months of joining Two-Brain, the gym was back in the black.

Here, Brandon shares some of the key lessons that have helped him shed the debt and stress and move into a true CEO role—and toward his Perfect Day.

Links:

Heart and Hustle Fitness
Driven Nutrition
Forever Fierce
Gym Owners United

Timeline:

00:26 – The Future Star award.

2:44 – Brandon Evans’ secret to success.

4:34 – Pre-Two-Brain: Stressed and in the red.

6:33 – Learning to take a singular focus.

9:50 – Learning how to face challenges without panicking.

12:50 – Becoming a leader.

15:39 – How Heart and Hustle got out of debt.

17:52 – The power of accountability.

20:48 – Looking to the future: A future of freedom.

Systems Aren’t Sexy—But You Absolutely Need Them to Succeed

Thu, 15 Oct 2020 00:00:00 -0400

Could your gym survive without you? Not just for a weekend getaway, but for the long haul? If you don't have systems in place, the answer is "probably not."

Without systems in place, everything falls to you, from cleaning the bathrooms to closing sales. And although your ego might like that, it doesn't work in real life.

Here's Chris Cooper on the least sexy—but most critical—aspect of gym ownership.

Links:

Gym Lead Machine
Incite Tax: Profit First for Microgyms
Free Tools

Timeline:

2:14 – Systems keep things from falling in the cracks.

4:43 – Systems save you from exhaustion and burnout.

6:32 – Without systems, you’ll end up doing everything.

8:18 – Systems will help you generate more revenue.

9:24 – Systems mean consistency.

12:02 – Systems protect your business for the long term.

13:03 – Where to learn how to set up great systems.

The Big Win: When Your Gym Supports Your Lifestyle

Mon, 12 Oct 2020 00:00:00 -0400

At Two-Brain Business, our goal is to make a million entrepreneurs wealthy. We define wealth as freedom of time and finances, and that's exactly what Andrew and Mary Boimila have achieved.

Andrew and Mary are the winners of the sought-after Two-Brain Owner Lifestyle Award. They've demonstrated they can take time away from their business—and still get paid—while the business runs itself. They set clear goals for themselves and their business, and they achieved them.

Here's how they did it.

Links:

Tradewinds Health & Fitness
AGuard
Arbox
Gym Owners United

Timeline:

0:22 – The Owner Lifestyle Award.

3:35 – Tradewinds, pre-Two-Brain.

5:21 – Envisioning goals.

7:39 – Evolving the business and building the right team.

9:18 – Figuring out what’s important.

10:54 – Building a “joyous, happy” team.

14:12 – Staying strong during the COVID shutdown.

16:57 – Providing rockstar customer service.

18:31 – Content creation during COVID.

19:44 – Building a business that will last.

22:20 – Words of wisdom to those who feel stuck.

11 Things We Learned From COVID (The Fitness Industry's New Normal)

Thu, 08 Oct 2020 00:00:00 -0400

"Never miss a crisis."

Why? Because every crisis is an opportunity, whether it's to learn, improve or even start all over.

Here, Two-Brain founder Chris Cooper shares the lessons he's learned from the COVID crisis—lessons that can help you become antifragile and emerge from this pandemic stronger than ever.

Links:

Forever Fierce
Wodify

Contact:

chris@twobrainbusiness.com

Timeline:

3:03 – What the data says about gyms and the COVID crisis.

6:40 – Watch out for false gurus.

8:48 – The gyms that survived the COVID crisis vs. the ones that didn’t.

12:11 – The Prescriptive Model: The key to survival.

14:36 – Never miss a crisis.

17:31 – What effective crisis leadership really looks like.

21:43 – When downsizing is a good thing.

22:49 – Investing in mentorship during crisis.

26:38 – Forced to focus on what matters most.

31:09 – Discovering resilience.

Meal Prep Tips From Michelle Vodrazka

Mon, 05 Oct 2020 00:00:00 -0400

Good nutrition is key to getting results for your clients, and prepping meals ahead of time is a great way to keep them on track. But how do you get them to do it?

Fitness expert and author Michelle Vodrazka joined Tiffy Thompson to talk about how to make meal prep easy and accessible for your clients.

You'll learn how to get your clients started meal prepping for the week as well as great tips and tricks for keeping it fun and simple so they'll stay in the kitchen and away from the drive-thru.

Links:

Michelle Vodrazka
Incite Tax: Profit First for Microgyms
Driven Nutrition
Gym Owners United

Timeline:

3:02 – How to start meal prepping: Pick your prep day(s).

4:52 – Pick your recipes.

6:35 – Make it fun.

10:41 – What coaches can do to get clients to meal prep.

13:13 – Give them simple tools.

15:00 – Hacks to make meal prep even easier.

17:39 – Staying motivated during difficult times.

21:34 – Meal prep doesn’t have to be intimidating.

Jeff and Mikki Martin: What’s Best for Kids?

Thu, 01 Oct 2020 04:00:00 -0400

COVID has hit kids' fitness bad. No more gym class. No more sports. No more recess.

Meanwhile, parents are dealing with increasingly antsy children forced to spend hours each day trying to pay attention to Zoom classes.

But there's another option—your gym. If your gym is open, you have the perfect opportunity to help kids get the physical activity they need while also expanding your business.

Jeff and Mikki Martin are the founders of the Brand X Method, the industry's premier youth coaching education course. Here, they joined Chris Cooper to talk about how to find and train great youth trainers and how you can use this post-COVID period to expand your reach to kids who need fitness now more than ever.

Links:

The Brand X Method
The Professional Youth Coach Certification
Incite Tax: Profit First for Microgyms
Forever Fierce

Contact:

info@thebrandxmethod.com

Timeline:

1:42 – Developing Brand X.

7:40 – The decline of physical literacy in kids.

12:22 – COVID’s effect on kids’ physical literacy.

16:15 – So you need a kids program. Where do you start?

21:27 – How to find the right person to lead your kids program.

25:35 – How to train your kids coaches, and what the PYCC entails.

27:35 – “Kids trainers should be the best-educated trainers in the world.”

30:58 – What the online PYCC brings to the table that in-person training doesn’t.

33:55 – The opportunity at your doorstep.

New Hire to Gym Buyer With Jeff Burlingame

Mon, 28 Sep 2020 00:00:00 -0400

Staffing a gym is tough.

Some employees underperform. Others are highly qualified but underpaid. Both situations lead to churn and leave you, the owner, drowning in work and unable to move your business forward.

But what if you could do things differently? By taking a mentorship approach to staffing and helping your team members become intrapreneurs in your business, you can give them sustainable, satisfying careers while simultaneously strengthening your business and moving toward your Perfect Day.

Certified Two-Brain Mentor Jeff Burlingame has done it. Here's how you can, too.

Links:

Incite Tax: Profit First for Microgyms
Driven Nutrition
How to Get the Right People in the Right Roles at Your Gym
Free Tools

Timeline:

1:29 – The conventional and disappointing career arc of the fitness professional.

6:54 – Why staff retention is critical.

8:58 – Overqualified, underpaid.

11:39 – There’s another way: intrapreneurialism.

14:59 – Career mapping intrapreneurial paths for your employees.

19:24 – How intrapreneurialism benefits your staff and brings your business more value.

23:59 – How Jeff elevated his staff and removed himself from the business.

30:17 – How developing your staff members’ careers can give you more energy and momentum.

37:50 – One easy thing you can do today to help push your staff members’ careers forward.

This Will Happen If You Call 3 Members Today

Thu, 24 Sep 2020 00:00:00 -0400

Do you avoid feedback like you avoid checking your bank account?

Well, you shouldn't avoid either, but today, we're talking about client feedback—and the good kind requires more than an anonymous survey.

Here, Chris Cooper explains exactly what you have to gain by picking up the phone and talking to your members.

Links:

Incite Tax: Profit First for Microgyms
Arbox
Gym Owners United

Timeline:

2:45 – Why you shouldn’t always listen to the squeakiest wheel.

3:37 – What you should ask your clients.

6:15 – Building relationships and improving your business: Two birds, one stone.

9:00 – Why you shouldn’t fear feedback.

10:30 – How you can use feedback to put your clients on a pedestal.

How to Get the Right People in the Right Roles at Your Gym

Mon, 21 Sep 2020 00:00:00 -0400

Your staff can make or break your business—and that means your hiring process can, too.

What's more important in a potential staff member: experience or personality? How can you tell if someone will gel with your team? What are the red flags to watch out for?

Certified Two-Brain Mentor Laurie Drummond has been staffing Ultra CrossFit for seven years, and she's honed the hiring process to an art. In this episode, she answers the questions above and shares key interview tactics to help you make the right hiring decisions.

Links:

Ultra CrossFit
Incite Tax: Profit First for Microgyms
Gym Lead Machine
When No One Sees Your Vision (And It's all Your Fault) with Kaleda Connell
Done-for-You Hiring Plan and Job Descriptions
Register for the Two-Brain Summit 2020

Timeline:

1:49 – How learning to hire well helped Laurie turn her gym from hobby to business.

4:37 – Credentials or personality?

5:17 – Engage in some light stalking.

8:57 – Two-Brain’s done-for-you hiring plan.

9:52 – Hiring for persona and mapping the staff journey.

13:34 – Thoughts, feelings and potential barriers.

18:09 – Red flags to avoid.

22:40 – Staff as a representation of your business.

26:39 – Matching new hires with your mission, vision and morals.

29:13 – The casual coffee chat.

31:32 – Reading vibes in the first interview.

40:09 – The tough interview questions you need to ask.

43:25 – Dealing with barriers.

46:46 – Everyone is replaceable—including you.

Assessing Clients With Nathan Holiday of Level Method

Thu, 17 Sep 2020 00:00:00 -0400

It's a pattern you know well: A client starts at your gym, makes progress and is committed and enthusiastic. But after a while, the progress slows. The enthusiasm fizzles. So how do you keep clients engaged for the long haul?

That's just one of the things Nathan Holiday designed the Level Method to accomplish. This systematic approach to assessment and goal setting incentivizes clients to stay the course by pairing quantifiable metrics of progress with goal setting and accountability.

Here, Nathan joins Chris Cooper to talk about how the program can help clients get better results and help gym owners improve client retention.

Links:

Level Method
AGuard
Wodify
Register for the Two-Brain Summit 2020

Timeline:

1:06 – Why test skills if a client doesn’t care about them?

2:23 – The value of regular assessments.

6:01 – Connecting long-term goals to short-term achievements.

10:50 – Systematizing ongoing assessment.

15:18 – The bridge between assessment and results.

19:04 – Structuring assessment: global vs. individual reviews.

24:06 – How often should you test?

28:07 – How to get clients to do goal reviews.

5 Daily Steps to Build an Excellent Gym—#UNBREAKABLE55

Mon, 14 Sep 2020 00:00:00 -0400

There are a million things you can do to make your gym business better, but all too often, paralysis by analysis means you do nothing at all—or do everything poorly.

That's why we created the #unbreakable55 challenge: Do one thing per day, five days per week, for 55 weeks. The tasks are simple—but not easy—and at the end of the 55 days, your business will be stronger.

Listen to Chris Cooper explain the challenge here, then join the #unbreakable55.

Links:

Incite Tax: Profit First for Microgyms
#Unbreakable55
AGuard
Join the Gym Owners United group on Facebook
Register for the Two-Brain Summit 2020

Contact:

chris@twobrainbusiness.com

Timeline:

1:21 – What is the unbreakable55 challenge?

3:55 – How to get clients to do a goal-review session.

5:47 – Publishing content means more than an Instagram post.

8:49 – How to implement a process improvement.

11:14 – Ways to praise staff members.

12:28 – How to talk to new people about your business.

15:07 – Why the unbreakble55 challenge works.

Gym Owners: What Are You Really Selling?

Thu, 10 Sep 2020 00:00:00 -0400

You don't sell programming, community or access to equipment at your gym.

Here's what you do sell: personalized exercise and nutrition plans. You're a coach.

You also sell accountability and results to clients.

In this episode, Chris Cooper explains why this realization is key to success in the fitness business.

Links:

Free Retention Guide
AGuard
Arbox
Register for the Two-Brain Summit 2020

Contact:

chris@twobrainbusiness.com

Timeline:

00:38 – Is your gym already too big?

3:45 – What you don’t sell.

7:05 – What you should be selling.

The One Thing That Will Make Your Business—and Clients—Healthier

Mon, 07 Sep 2020 00:00:00 -0400

Every client has unique goals and unique ways of achieving them. Group classes and the occasional nutrition challenge might work for Bob, but maybe Sarah would thrive better with a hybrid group-/personal-training membership and regular nutrition check-ins.

That's what the Prescriptive Model is all about: finding the right path for each client. Your client will have more success and you'll generate more revenue—either by providing more services or increasing length of engagement.

Here, Certified Two-Brain Mentor Brian Zimmerman breaks down how the Prescriptive Model can help both you and your clients and what it looks like in practice.

Links:

Incite Tax
Gym Lead Machine
Make More Money for Years: Amazing Client Onboarding
The Prescriptive Model: Your Key to Survival as a Microgym
The Surge: Why Some Gyms Are Thriving After COVID
Register for the Two-Brain Summit 2020

Timeline:

2:01 – What is the Prescriptive Model?

6:55 – How the Prescriptive Model leads to increased revenue.

15:55 – The Prescriptive Model in practice.

21:27 – How the Prescriptive Model increases your value.

28:10 – Role playing: The Prescriptive Model in action.

36:40 – Accountability, metrics and carrots.

38:23 – Making the sales process feel natural.

40:54 – How to introduce the Prescriptive Model to current clients.

45:42 – How the Prescriptive Model can help you stand apart.

How to Get Your Clients to Meal Prep

Thu, 03 Sep 2020 02:00:00 -0400

You've seen the pictures on Instagram: Seven perfectly proportioned containers of identical servings of chicken, rice and broccoli, all weighed out to the gram. #mealprep!

But what if you're not a competitive athlete? What if you're a busy parent barely managing to get your kids fed and a coffee in your hand each morning? You don't have the time or resources to meal prep each week—certainly not during a pandemic—right?

Jen Broxterman is here to give you a different outlook on meal prep. The founder of Nutrition RX and Two-Brain Coaching's new nutrition course joined Tiffy Thompson to take the pressure off of meal prep and show how small habits can lead to big changes.

Links:

Two-Brain Coaching: Nutrition Coaching
NutritionRx
Wodify
Arbox
Gym Owners United
Register for the Two-Brain Summit 2020

Timeline:

2:01 – Why Jen doesn’t track macros.

3:12 – Misconceptions about meal prep, or batch cooking.

7:37 – How to get your clients to change their behaviors.

11:19 – Managing logistics to promote success.

14:33 – Good enough is good enough.

Stress, Anxiety and Entrepreneurs: How to Improve Your Mental Health

Mon, 31 Aug 2020 00:00:00 -0400

Sales goals. Bills. Staffing issues. Government restrictions. Angry members. Competition that doesn't play by the rules.

There's no shortage of stressors for gym owners, and that will be true even after the COVID-19 pandemic. The key isn't to try to make it all go away—there is no one "next thing" that will make your life easy—but to learn to recognize and manage stressors in constructive ways.

Certified Two-Brain Mentor Colm O'Reilly has spent decades learning to manage his emotions and reframe them in healthy ways—ever since he survived attempted suicide as a young adult. Here, he shares tactics for getting through tough times and coming out better for it.

Links:

The Mental Health Plan
"Lost Connections"
Conscious Leadership
"The Mindful Athlete"
Arbox
Register for the Two-Brain Summit 2020
Forever Fierce
Free Tools

Timeline:

2:08 – Why Colm O’Reilly tried to take his own life.

10:00 – Talking about mental health.

12:57 – Why denying your emotions doesn’t work.

15:58 – Learning to accept emotions.

21:45 – Emotions and stress will never be static.

23:53 – The story you’re telling yourself.

26:38 – How to reframe negative thoughts and emotions.

32:07 – The difference between acceptance and resignation.

37:06 – How to process emotion in a healthy way.

45:09 – Encouragement from the future.

49:32 – Resources for developing good mental health.

52:06 – The Mental Health Plan.

53:29 – 21 days of mindfulness exercises.

The Great Reinvention With Mike Michalowicz

Thu, 27 Aug 2020 00:00:00 -0400

Worried we're headed for another Great Recession? Mike Michalowicz says it's actually the Great Reinvention. At least, it can be—for small businesses.

Mike is the entrepreneur behind three multimillion-dollar companies and the author of "Profit First," "Clockwork," "The Pumpkin Plan" and his newest book, "Fix This Next." He's seen businesses big and small sink and swim with every economic shift, and he knows what makes the difference.

He joined Chris Cooper and a group of microgym owners to share the strategies gym owners need to make sure they come out of this era stronger than before.

Links:

Mike Michalowicz
Driven Nutrition
Arbox
Register for the Two-Brain Summit 2020

Contact:

mikee@mikemichalowicz.com

Timeline:

3:50 – What businesses do wrong when the economy is unstable.

8:41 – The Surge opportunity.

10:30 – The upstream look.

13:53 – Education and the “know, like and trust” model.

18:47 – How to test a new idea for free.

23:34 – The one-step-back method.

30:21 – How to get the “lost” content from “Fix This Next.”

31:41 – Why you have to be successful.

When and How to Say "No"— for Entrepreneurs Only

Mon, 24 Aug 2020 00:00:00 -0400

The floors need mopping. There's a new class that needs coaching. Sales calls to be made; marking campaigns to run. Oh, and there's that great new partnership opportunity you said you'd look into.

All these things are important, but you can't do them all—and it's not just an issue of delegation. Some ideas, no matter how good, won't fit your vision. You've got to learn to say "no."

Certified Two-Brain Mentor Josh Martin will teach you how.

Links:

"The Five Filters"
Two-Brain Coaching First Degree Course
James Clear
The 11 Best Books of 2019 For Gym Owners
Driven Nutrition
Arbox
Register for the Two-Brain Summit 2020

Timeline:

1:55 – When entrepreneurs become martyrs.

4:50 – What’s “too much”?

10:27 – When saying “no” can benefit someone else.

15:58 – How to determine when to say “no.”

20:10 – Standing your ground.

26:41 – How mentorship can help you avoid potential pitfalls.

28:11 – Saying “no” and the Five Filters.

29:55 – How to overcome FOMO.

35:38 – Resources for good decision-making.

37:04 – If you give, you gotta take.

40:04 – Remember your Perfect Day.

The Prescriptive Model: Your Key to Survival as a Microgym

Thu, 20 Aug 2020 00:00:00 -0400

High-intensity training isn't new anymore, and you can now find barbells, boxes and rigs in just about any gym you walk into. So what's setting you apart now?

The difference between your microgym and the Orangetheory down the street is—or at least, it should be—your coaching. Not just how well you teach the squat, but how well you customize your program for each of your clients and how well you guide them to their individual goals.

If you're a regular listener of this show, you've heard Chris Cooper talk about the prescriptive model before. It's more important now than ever, and we've updated it to fit the post-COVID state of the fitness industry.

Links:

The Prescriptive Model
Driven Nutrition
Arbox
Free Tools
Register for the Two-Brain Summit 2020

Contact:

chris@twobrainbusiness.com

Timeline:

3:46 – Why clients quit.

4:56 – The No-Sweat Intro: How to write a prescription and sell it.

11:30 – After the on ramp.

13:04 – How goal-review sessions can increase revenue and length of engagement.

19:59 – How to get referrals.

23:42 – The prescriptive model post-COVID.

How to End the War and Help More Clients: Trainers Vs. Doctors and Therapists

Mon, 17 Aug 2020 00:00:00 -0400

Your client: "My doctor says lifting weights is dangerous; I need to cancel my membership."

How do you respond? Do you argue? Give a lecture on why the doc doesn't know what he or she is talking about? Draw some diagrams? Try listening to this episode first.

Ashley Mak is a Certified Two-Brain Mentor, the owner of Hudson River Fitness and a doctor of physical therapy. He understands the arguments on all sides, and says there's good news: Doctors and coaches don't have to be enemies.

Tune in to learn how to work with heath-care professionals for the benefit of all.

Links:

Driven Nutrition
Arbox
Free Tools
Register for the Two-Brain Summit 2020

Timeline:

4:54 – “I’m just going to talk to a real doctor.”

9:55 – Why you shouldn’t try to out-explain the health-care pros.

15:18 – Making health-care professionals part of your local ecosystem.

18:40 – Building relationships.

23:14 – How to start networking with the health-care community.

28:58 – Bridging the gap: a win-win situation.

33:40 – Starting the conversation.

37:19 – Scenario: a client’s doctor says high-intensity training is dangerous.

45:53 – Ask questions; don’t confront.

48:13 – Developing a symbiotic relationship.

The Broke Gym Owner's Guide to Marketing

Thu, 13 Aug 2020 00:00:00 -0400

Can't afford to buy ads for your gym? Don't worry. There's a time and place for paid advertising, but the most effective marketing is free.

Here, Chris Cooper will walk you through Two-Brain's invaluable guide, The Broke Gym Owner's Guide to Marketing. You'll learn how to keep clients for longer, win back old clients and how to use affinity marketing strategies to expand your circle of influence and market to strangers—all without spending a dime.

Links:

The Broke Gym Owner's Guide to Marketing
Free Tools
Take the Test

Contact:

chris@twobrainbusiness.com

Timeline:

3:20 – Selling to your current and former clients.

7:25 – Selling to future clients.

10:12 – Strategies for affinity marketing.

19:33 – Getting over fear.

27:23 – Make conversation, not a sales pitch.

29:09 – The power of coffee.

33:25 – Marketing at your clients’ workplaces.

36:05 – How to use lead magnets to bring in new clients.

40:00 – Make your clients famous.

44:56 – Digital engagement.

The Keys to Improved Leadership for Gym Owners

Mon, 10 Aug 2020 00:00:00 -0400

If you own a gym, you're not just a business owner; you're a leader. Your staff and clients look to you for guidance and inspiration, and how you respond has a serious effect on the success of your business.

Here, Certified Two-Brain Business Mentor, gym owner and leadership expert Andrea Savard joins Mike Warkentin to talk about what it means to be a great leader and how to become one.

Links:

Register for the Two-Brain Summit 2020
Wodify
How to Lead in a Crisis
Driven Nutrition
Two-Brain Business blog
When No One Sees Your Vision (and It's All Your Fault)

Timeline:

2:20 – What is leadership?

6:44 – Growing into leadership: trial and error.

9:15 – Leaders: Born or built?

13:29 – Leading during tough times.

17:45 – To become a great leader, observe a great leader.

21:48 – Gaining cooperation by building relationships.

23:22 – Why authoritarians don’t make long-lasting leaders.

26:44 – You have to care—genuinely.

31:15 – Be interested in people.

33:31 – Great leaders to emulate.

35:38 – Characteristics of great leaders in the gym environment.

43:24 – The importance of humility.

46:49 – How to start strengthening relationships with your team members.

Why You Need to Be Part of the Two-Brain Summit

Thu, 06 Aug 2020 00:00:00 -0400

When COVID hit, we pushed the Two-Brain Summit 2020 from June to September. Then we made it a digital/small group hybrid. But make no mistake—this year's summit is going to be one of the best ever.

You'll work with Seth Godin, one of the world's top storytellers in business. You'll hear from Chris Voss, an ex-FBI hostage negotiator, on how to handle tough conversations. Risha Grant will answer difficult questions about race and show you how to make your gym more diverse. Cameron Herold will make fuzzy concepts like vision and mission directive. Jen Broxterman will show you how to connect your story to your audience and change lives with nutrition.

The best part? You can do all this alongside your neighbors in the fitness business at one of our 30 Regional Meetups, completing directive exercises on the spot and helping each other make your businesses stronger.

Links:

Register for the Two-Brain Summit 2020
Wodify
AGuard
Seth Godin
Risha Grant
Chris Voss
Cameron Herold
Jen Broxterman

Timeline:

1:21 – The Two-Brain Summit 2020 at a glance.

2:55 – Chris’ dream presenter: Seth Godin.

6:02 – Risha Grant, diversity and your gym.

9:04 – Chris Voss: Handling difficult conversations.

12:47 – Jen Broxterman: Two-Brain’s registered dietician, athlete, cancer survivor and storyteller.

15:37 – Cameron Herold: “The CEO Whisperer.”

Free Advertising: Yes, It's a Thing (and You Can Get It)

Mon, 03 Aug 2020 00:00:00 -0400

Julie Johnston once made $18,000 in front-end revenue from paid ads in a single month. But there was a problem: She didn't like how those ads represented her business. Yes, they helped her close sales, but the clients weren't good fits.

Tired of the turnover and of feeling icky, Julie quit paid ads—and her business didn't die. In fact, she's actually grown her gym by 41 percent since then by fixing what was wrong in her business, identifying her ideal client and marketing to that client for free.

Tune in to learn how you can do it, too.

Links

Camp Rhino
Gym Lead Machine
Forever Fierce
Google My Business
Free Tools
Book a Free Call

Timeline:

4:42 – Making money with paid ads—but feeling gross about it.

8:34 – Learning from mistakes.

11:02 – Get your mission and your client avatar right.

13:18 – Build systems based around serving your client avatar.

17:50 – Get a mentor.

18:30 – Solve your clients’ problems.

21:24 – Your secret weapon: “Google My Business”

25:04 – Commit to making one post per day.

26:30 – The snowball and the long game.

30:40 – Getting attention from local media outlets.

35:36 – Content creation: Passion is better than perfection.

39:14 – Building a following.

How to Reopen Your Gym: Step-by-Step Instructions

Thu, 30 Jul 2020 00:00:00 -0400

Average gym owners play things by ear; the best ones make plans. And this is a bad time to be average.

The COVID crisis is far from over. Even if your gym has reopened, there's a very real chance you'll be forced to close again eventually. But if you make detailed plans for reopening and reclosure and everything in between, you'll come out of this crisis stronger than ever.

Here, Chris Cooper breaks down Two-Brain Business' data-driven, step-by-step plan for reopening. You'll learn how to adapt your services to what your clients need, how to manage partial reopenings and restrictions, what to charge for hybrid services and how to tackle marketing when you reopen.

Links:

How to Reopen Your Gym: A Step-byStep Guide
How to Add Online Training in 24 Hours
Affinity Marketing: The Two-Brain Business Guide to Acquiring High-Value Clients for $0
How to use MyFitnessPal as a Coach
COVID awareness posters
How to Lead in a Crisis
Free Tools

Contact:

chris@twobrainbusiness.com

Timeline:

2:44 – The three levels of planning.

4:13 – Why you should listen to Two-Brain Business’ advice.

6:41 – How to retain clients while your gym is closed.

9:30 – How to price online services.

12:27 – Flex training in small groups.

15:53 – How to price flex training.

17:16 – Running outdoor classes.

20:08 – How to fully reopen with restrictions.

22:52 – Survey results: What clients are saying about reopening.

27:11 – Don’t use your gym to make political statements.

27:38 – Do you need a new waiver?

28:42 – Retention and potential new revenue streams.

35:28 – How to decide whether to reopen.

40:25 – The disappearing average—and how not to be part of it.

When No One Sees Your Vision (and It's all Your Fault)

Mon, 27 Jul 2020 00:00:00 -0400

Ever been frustrated because someone just doesn't get what it's all about?

Maybe you want beginners to feel comfortable in class, but the competition team hijacks the equipment and space. Maybe you want your gym to be a place for people to let off steam after work, but that drill-sergeant coach is stressing clients out.

Guess what? It's not them; it's you.

Strong gyms have solid vision statements that staff and clients understand and support, and Certified Two-Brain Mentor Kaleda Connell is here to teach you to write one. Bonus: You don't need stuffy, flowery language—just an idea you care about.

Links:

Gym Lead Machine
Forever Fierce
"Vivid Vision"
"Your Vision Statement Sucks"
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Timeline:

1:58 – Why your business needs a vision statement.

5:55 – You don’t need to perfect it before you start.

9:50 – How your vision statement affects every other aspect of your business.

10:56 – Step one: Write down words that mean something to you.

13:20 – Keep it simple.

16:16 – How to implement your vision statement in your business practices.

21:26 – Personality, vision and solving the icon problem.

24:30 – Hiring according to your vision statement.

28:30 – Can’t you just teach thrusters and call it a day?

30:56 – What Kaleda’s clients are doing to implement their vision.

34:13 – Communicating your vision to clients in the onboarding process.

39:37 – How vision statements can help eliminate weed clients.

43:03 – Characteristics of businesses with strong vision statements.

How to Grow Your Business by Bringing Local People Together

Thu, 23 Jul 2020 00:00:00 -0400

When was the last time you brainstormed with the gym owner across town? Or referred a client to a local chiropractor? Or took the local physiotherapist out to lunch?

"Networking" is a corporate buzzword, but building a network—an ecosystem—is you how you can grow your business faster and help your clients more—without paid advertising.

Here, Chris Cooper shares real examples of how supporting his local ecosystem helped him grow his business and put him in a strong position to give back and help more.

Links:

Gym Lead Machine
Forever Fierce
"The Go-Giver"
What Is Wealth?
Join the Gym Owners United group on Facebook
Free Tools
Two-Brain Summit

Timeline:

1:13 – Building your local ecosystem.

7:11 – How investing in your ecosystem can yield returns later on.

14:26 – Your ecosystem can also be a safety net.

16:09 – Learning from others in your ecosystem.

22:54 – Before you can give back to your community, you need a solid foundation.

Gym Owners Create $190,000 Revenue Stream—Here's How They Did It

Mon, 20 Jul 2020 00:00:00 -0400

Adding new programs to your gym is a great way to increase revenue. But there's only so much an owner can do.

So how do you add programs without getting burned out? If you hire staff to run them for you, how do you pay them and still make a profit? And how do you find the right person to make a program successful?

Peter Brasovan is a co-owner of NapTown Fitness, an Indiana gym with multiple revenue streams that together gross over $1 million a year. The key, he says, is intrapreneurialism: when one rock-star staff member starts a program under the mother business' umbrella.

Here, Peter—a Certified Two-Brain Mentor—unpacks the system. You'll learn how intrapreneurialism differs from entrepreneurialism, how to choose your champion intrapreneur, what you should—and shouldn't—do to ensure success and how intrapreneurialism can help you make more money.

Links:

NapTown Fitness
The $1 Million Gym Built by Two Guys Who Once Rationed Paper Towels
Wodify
AGuard
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Timeline:

2:22 – What is an intrapreneur?

6:21 – How intrapreneurialism benefits employees and employers.

14:17 – From yoga class to $190,000 yoga empire: NapTown Fitness’ first experiment with intrapreneurialism.

21:25 – What not to do: going too big too fast.

25:19 – Why your intrapreneur’s values need to be aligned with your gym’s.

27:07 – How intrapreneurialism turned NapTown’s long-unsuccessful kids program into a $60,000 success.

30:44 – The importance of defining—and redefining—success.

34:17 – Characteristics of rock-star intrapreneurs.

42:17 – It’s not autopilot: The importance of mentorship, leadership and communication.

49:23 – Taking off the training wheels—and letting go.

51:54 – Work backward to set the right financial goals.

54:14 – Three simple steps to starting an intrapreneurial program at your gym.

Coaching Without a Gym: How to Make Money Without Buying or Leasing a Space

Thu, 16 Jul 2020 00:00:00 -0400

Think you need a gym to make a living as a coach? Think again.

In this episode of Two-Brain Radio, Chris Cooper delivers a crash course on how to make a living as a gymless trainer. Maybe you offer digital coaching. Maybe you train clients in their homes or workplaces. Maybe you train them from someone else's gym.

Whichever path you choose, you'll need to make smart decisions about pricing, audience-building and operations. Learn from Chris' past mistakes now to make sure you don't make the same ones later.

Links:

Wodify
Forever Fierce
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Contact:

chris@twobrainbusiness.com

Timeline:

1:40 – How to move your coaching business online.

8:03 – What to figure out before coaching off-site.

11:14 – The policies you need to establish for off-site coaching.

13:04 – Coaching team athletics.

16:40 – How to run a corporate fitness program.

19:17 – Training clients out of someone else’s gym.

Keeping Clients for 10 Years—All the Secrets

Mon, 13 Jul 2020 00:00:00 -0400

How long do clients stay at your gym? A year? Two?

Gym owner, chiropractor and Certified Two-Brain Mentor Brian Strump has retained clients for up to 10 years, and even the short end of his average length of engagement is double that of most—or more.

Here, Brian shares how cultivating a great gym culture, developing skilled staff and communicating with members regularly can help you create 10-year clients.

Links:

Live Active Charlotte
Gym Lead Machine
Free hiring plan and job descriptions
"The Power of Moments"
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Timeline:

1:59 – The 10-year client: fact or fiction?

8:14 – Length of engagement (LEG) is a long game.

12:07 – For great client LEG, you need great staff LEG.

18:33 – Creating the right environment for your market.

22:09 – Cultivating long-term clients from Day 1 and the importance of the client success manager.

28:47 – What to do when a client wants to leave.

38:30 – How diversifying your offerings helps keep clients engaged for the long haul.

The Exact Steps to Building a Sales Engine at Your Gym

Thu, 09 Jul 2020 00:00:00 -0400

We get it: You got into the fitness business because you want to help people, not sell snake oil.

But here's the thing: You can't help people if you can't keep the lights on, and you don't have to sell snake oil to be a salesperson. In fact, good selling is all about helping.

Here's Chris Cooper on selling without selling, hiring and training salespeople and the difference between sales and marketing.

Links:

The Goal Review Session
"Help First"
The Prescriptive Model
Our free done-for-you hiring plan
Chris Cooper's series on wealth
AGuard
Forever Fierce
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Contact:

chris@twobrainbusiness.com

Timeline:

0:46 – Selling without selling.

7:09 – Who should handle sales at your business?

10:44 – How to hire, train and compensate sales staff.

17:05 – Why affinity marketing should come before paid advertising.

Make More Money for Years: Amazing Client Onboarding

Mon, 06 Jul 2020 00:00:00 -0400

How to you get a client to stay with you forever? Wow them at the very beginning.

Brian Zimmerman is a Certified Two-Brain mentor and the owner of CrossFit Jungle Gym. He says average revenue per member and length of engagement are both tied back to a client's onboarding process.

In this episode, he joined Mike Warkentin to talk about the critical steps you need to take when onboarding a new client for the best possible long-term outcomes.

Links:

CrossFit Jungle Gym
The Icon Problem
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call
Wodify

Timeline:

1:45 – What is onboarding?

4:12 – What a great onboarding session means to the client.

8:53 – How great onboarding leads to new business opportunities.

14:08 – The worst ways to onboard a new client.

20:47 – The gold standards of onboarding.

30:22 – Onboarding and the emotional connection.

40:02 – How to measure onboarding success.

Creating Sticky Stories That Sell Gym Memberships: Chris Cooper

Thu, 02 Jul 2020 00:00:00 -0400

"People like us do things like this." — Seth Godin

Most potential clients don't want to know about constantly varied functional movement performed at high intensity. They want to know how to lose weight. Or build muscle. Or both.

So instead of telling them how great your program is, talk about the great things your clients have accomplished with it.

In this episode, lifelong wordsmith Chris Cooper will teach you to tell great stories and how they'll help you get more clients and keep them longer.

Links:

Storytelling Workbook
Two-Brain Summit
AGuard
Wodify
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Contact:

chris@twobrainbusiness.com

Timeline:

00:00 – Chris’ first strip search.

3:48 – You can buy attention, but you can’t buy trust.

5:08 – Chris hits rock bottom—then climbs out by telling stories.

10:18 – What story are you telling?

12:51 – “People like us do things like this.”

17:38 – The time Chris (almost) bounced a check.

20:16 – The boat vs. the bait and what kind of media platforms you need.

25:01 – The technician’s curse and the answer to “What should I write about?”

30:01 – Good storytelling is sticky.

Jason Carroll: "The Big Version of Tom Hanks"?

Wed, 01 Jul 2020 00:00:00 -0400

Jason Carroll's got his retirement plan all figured out: be a stunt double for Tom Hanks. But for now, he's focusing on fitness.

The Hollywood lookalike made his CrossFit Games debut in 2017 and finished in 28th place as a rookie. He returned two years later and took 39th.

He joined Sean Woodland to talk about how basketball led him to the weight room, which in turn led him to CrossFit, how he turned disappointment in 2016 to triumph the following year and just how many times he’s actually been mistaken for a movie star.

Links:

Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Contact:

Instagram: @jasoncarroll89

Timeline:

2:19 – Playing basketball at “5 foot nothing.”

5:16 – Pursuing strength and conditioning, biomechanics and bioenergetics in college.

7:24 – How a layoff led to a passion for CrossFit.

12:14 – Becoming a CrossFit competitor.

14:04 – Jason’s first Regional.

16:58 – Missing the Games by a hair, then making it the next year.

20:07 – Making friends—or not—at the CrossFit Games.

22:41 – Lessons learned as a rookie Games athlete.

28:02 – Reacting to the Games season changes in 2018.

31:13 – Killing the 2019 Open.

34:17 – Getting inducted into the Trash-Talk Thursday tribe.

38:11 – Mai Tais and kalua pork.

40:32 – Coronavirus and the competition season.

44:01 – Rediscovering a love for the bike.

48:29 – On being a Hollywood doppelgänger.

Jen Broxterman: How to Train Nutrition Coaches for Your Gym

Mon, 29 Jun 2020 00:00:00 -0400

Good gym owners know that exercise alone will only get clients so far. For real results, they've gotta practice good nutrition, too.

But what if you don't know how to teach it?

Jen Broxterman is a registered dietician of 10 years, a sports nutritionist, the founder of Nutrition Rx and the creator of the brand-new Two-Brain Nutrition Coaching Course. The self-paced course combines an arsenal of science and experience with one-on-one mentorship to get trainers client-ready in as little as a month.

She joined Certified Two-Brain Mentor Josh Martin to talk about the details of the course, why it works and how it can help gym owners add six figures or more in annual revenue.

Links:

The Two-Brain Coaching Nutrition Course
Nutrition Rx
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Contact:

nutrition@twobraincoaching.com
Instagram: @nutrition_rx

Timeline:

2:44 – Why Jen became a registered dietician.

8:13 – The method that gets the best results.

13:34 – What the course entails.

17:01 – Managing scope of practice.

22:36 – Who should take the course.

25:40 – The mentorship component.

27:58 – Course cost vs. return on investment.

Entrepreneurs and Stress: How to Find Peace and Productivity

Thu, 25 Jun 2020 00:00:00 -0400

Gym owners have faced unprecedented levels of stress over the last several weeks and months. But let's be real—as an entrepreneur, you're always stressed. Always checking your email, overthinking things and running yourself ragged.

But what you're actually doing is strengthening your amygdala, the part of the brain responsible for the fight-or-flight response. And to keep it from getting out of control, you need to de-train it.

Here, Chris Cooper shares proven strategies for reducing stress, rewiring the brain and finding focus.

Links:

Two-Brain Radio Episode 48: What to Do When It All Goes Wrong
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Contact:

chris@twobrainbusiness.com

Timeline:

1:50 – Getting to know the amygdala.

7:54 – Schedule screen-free time AND email time.

11:33 – Do LSD (long, slow-duration exercise).

14:40 – Immerse yourself.

16:42 – Keep a mental scoreboard.

18:49 – Subtract things from your life instead of adding more.

21:29 – Set up a personal board of directors.

27:39 – Break problems down into solvable parts.

28:58 – Remember: The mistakes you make now will help others in the future.

30:37 – Meditate.

33:08 – You are not your business.

34:41 – There is no ground.

Sideshow No More: Bob Jennings on Masters Competitions

Wed, 24 Jun 2020 00:00:00 -0400

Bob Jennings started CrossFit at 40 years old. Six years later, he became a CrossFit Games athlete, taking 9th in the 45-49-year-old division at the 2019 CrossFit Games.

He joined Sean Woodland to talk about what it's like to compete at a later stage in life, how just missing out on a trip to Madison in 2018 motivated him moving forward and why the masters community is so tightly knit.

He also shared how the Legends Masters Competition came to be and how he and his co-founders hope to make it the premier competition for masters athletes worldwide.

Links:

Legends Masters Competition
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Contact:

Instagram: @thebobjennings; @legendsmasterscomp

Timeline:

1:17 – Sports and fitness before CrossFit.

4:21 – Pursuing competition in his forties.

9:58 – Missing the 2018 Games by just a few spots.

13:45 – Building confidence at Wodapalooza.

15:12 – Shutting the brain off during competition.

18:12 – On making the Games—and almost declining the invitation.

20:58 – His first Games appearance.

24:49 – Cancelation on the horizon for 2020.

27:49 – The birth and growth of the Legends Competition.

36:38 – How to maximize training as a masters athlete.

38:18 – Why the masters community is so close.

Master "The Matrix": How to Grow Your Online Training Business

Mon, 22 Jun 2020 00:00:00 -0400

When Rob Connors closed his gym due to COVID-19 this spring, he shut the doors for good—the physical doors, that is. Signum Fitness and Nutrition has been 100 percent digital since May, and Rob has no plans to go back to bricks and mortar.

Rob Connors is a Certified Two-Brain Mentor specializing in personal training and online personal training. When considering the jump to digital, he asked himself two questions: "What's best for me and my family?" and "What's best for my seed clients?"

The answer? A higher level of service delivered to a smaller number of niche clients. Rob joined Mike Warkentin of Two-Brain Media to talk about how and why he made the leap and what you need to do if you want to grow an online training business.

Links:

Signum Fitness and Nutrition
Signum Golf
Online Trainer Brad Overstreet on How to Deal With the New Fitness World
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Contact:

rob.connors@twobrainbusiness.com

Timeline:

1:26 – Why go 100 percent digital?

6:42 – Client retention during the transition.

10:14 – The critical step you need to take before you go online.

12:50 – Selling to a niche market.

17:20 – Pricing: What not to do.

19:09 – Speaking your clients’ language.

21:24 – Advertising: Start with affinity marketing.

28:29 – Scaling up: How to hire online trainers.

31:56 – Building relationships when coaching digitally.

38:03 – The three questions Rob asks every new online client.

The Need to Niche: Why Rob Connors Turns Some Prospective Clients Away

Thu, 18 Jun 2020 00:00:00 -0400

When was the last time you turned a potential client away?

Rob Connors, owner of Signum Fitness and Nutrition, does it on the regular—and he says his business is better for it.

Instead of trying to market to the masses, Rob "niched down" to focus on clients whose goals align with the gym's mission. He also created content strategically to improve his business' Google ranking. The result? More seed clients and a stronger business.

Listen to his conversation with Chris Cooper to learn how he niched down and why you might want to, also.

Links:

Signum Fitness and Nutrition
COVID-19 Resources
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Contact:

chris@twobrainbusiness.com

Timeline:

1:02 – “When you market to everyone, you market to no one.”

5:50 – Speaking the audience’s language.

7:59 – Establishing authority and building good SEO with content.

12:08 – Building an audience for his gym.

14:32 – Turing potential clients away.

Austin Malleolo: "You Might as Well Be the Hardest Worker"

Wed, 17 Jun 2020 00:00:00 -0400

EDITOR'S NOTE: This episode was recorded before the early June events regarding CrossFit Inc. and the statements made by Greg Glassman.

Austin Malleolo is a CrossFit OG.

He competed at the CrossFit Games for the first time as an individual in 2010 and took 6th place overall. He made four more appearances as an individual before switching to the team competition in 2017.

Austin has also been a fixture on the CrossFit Seminar Staff. Here, he talks with Sean Woodland about how his career as a personal trainer led him to CrossFit, the time he got stranded in China and what possessed him to deadlift 600 lb. and run the Boston Marathon—on the same day.

Links:

The HAM Plan
COVID-19 Resources
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Timeline:

1:19 – On training and coaching during COVID.

5:32 – Growing up on the “B” team.

6:29 – The first personal trainer to show up for work in a suit.

10:40 – Austin’s first Fran.

15:24 – Cinch bags and cut-off tees: the 2010 CrossFit Games.

19:09 – Joining the Seminar Staff.

21:15 – Seminar Staff memories: stranded in China and food poisoning in Korea.

23:52 – Competing in the North East.

28:58 – Memories of Camp Pendleton.

31:38 – On going team.

35:40 – The Boston Marathon and the 600-lb. Deadlift.

39:20 – The HAM Plan.

41:54 – What makes good programming good.

43:47 – The perspective-altering effect of parenthood.

Starting, Scaling and Staffing a Nutrition Business in Your Gym

Mon, 15 Jun 2020 00:00:00 -0400

Every gym owner worth his or her salt knows you can't out-train a bad diet. So why are you expecting your clients to?

A nutrition program will help clients get better results while increasing average revenue per member and member retention. But starting such a program can be confusing—where do you get the expertise? Who should run it? What should you charge for it?

Lindsey VanSchoyck is Two-Brain's nutrition business expert, and she's here to unpack all that and more. She spoke with Mike Warkentin about how to launch a nutrition program, how to find the right people to staff it, what to charge, what resources you'll need and how to add revenue with corporate nutrition programs.

Links:

Precision Nutrition
Working Against Gravity
Free Tools
COVID-19 Resources
Join the Gym Owners United group on Facebook
Book a Free Call

Contact:

lindsey.vanschoyck@twobrainbusiness.com

Timeline:

4:46 – How to start a nutrition program at your gym.

6:43 – Do you need a nutrition certification?

9:59 – Check your state laws.

11:32 – How to set prices for nutrition coaching.

16:02 – Assigning clients to staff.

19:33 – How much to pay nutrition coaches.

21:48 – How to find great nutrition coaches.

26:41 – Why you need a nutrition playbook and what should be in it.

28:11 – How to find corporate nutrition clients.

31:31 – The metrics corporate clients want to see.

32:54 – Pricing corporate nutrition programs.

35:34 – Converting corporate client employees into ongoing nutrition clients.

38:04 – Selling = helping.

How to Decide What to Do in the Midst of Chaos

Thu, 11 Jun 2020 00:00:00 -0400

Gym owners, you're getting blasted from all sides right now.

COVID-19 shuttered your doors. Your clients looked to you for a response to the killing of George Floyd. And just when things seemed like they couldn't get any more complicated, CrossFit Founder and CEO Greg Glassman sent hundreds of affiliate owners packing with his reprehensible comments on Twitter.

You feel the weight of a thousand decisions on your shoulders.

But you can't take them all on at once. Here's how to focus in the chaos and determine the right next step.

Links:

Derek Sivers' "Anything You Want"
Deaffiliating? Here's What You Need to Know
The True Costs of Changing Your Brand
COVID-19 Resources
Join the Gym Owners United group on Facebook
Book a Free Call

Contact:

chris@twobrainbusiness.com

Timeline:

1:32 – Dealing with the stress of uncertainty.

3:40 – To increase your bandwidth, you need to cut some things out.

4:43 – When quitting is the right idea.

6:04 – The five filters.

12:29 – The hierarchy of information.

15:08 – Taking action with the right mentor.

18:28 – How to avoid the rabbit holes.

The Very Erudite Mr. Lucas Parker on Eccentricities and Exercise

Wed, 10 Jun 2020 00:00:00 -0400

EDITOR'S NOTE: This episode was recorded before the early June events regarding CrossFit Inc. and the statements made by Greg Glassman.

Known for his bushy brown beard, hairy physique and that one time he got naked at the CrossFit Games, Lucas Parker is one of the biggest fan favorites of the CrossFit Games.

After making his Games debut in 2011, Lucas returned for five straight years, earning a career-best finish of 14th in 2015.

He shared with Sean Woodland how he developed his love for movement, why he grew his signature beard, the memorable moment when he gave Kristan Clever quite a view during the Camp Pendleton event and what he's learned after all his years of competition.

Links:

COVID-19 Resources
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Contact:

Instagram: @toqueluc

Timeline:

2:09 – Falling in love with movement as a kid.

5:49 – Lessons learned from coaches and mentors.

9:43 – Finding CrossFit via actor Jason Statham (who doesn’t do CrossFit).

12:40 – Becoming a competitor.

14:44 – Learning to roll with the punches in his Games debut.

16:36 – Why the beard?

18:05 – Going “full Lucas” at Camp Pendleton.

22:44 – Dealing with setbacks in 2013 and 2014.

25:34 – Handing the reins to a coach.

28:45 – Withdrawing from Regionals in 2017 and taking a year off.

32:20 – Returning to a completely altered CrossFit Games season in 2019.

36:54 – Becoming “more of a sponge and less of a hammer.”

38:14 – Why he trains alone.

40:55 – Lessons learned along the CrossFit journey—and what he still wants to learn.

Post-Lockdown Advertising: How to Get Back in the Game on Facebook

Mon, 08 Jun 2020 00:00:00 -0400

Marketing has always been challenging. Throw in a pandemic, months of closure and murky, varied reopening plans, and it's no wonder gym owners are unsure what to do.

Colm O'Reilly is the owner of CrossFit Ireland, a certified Two-Brain mentor and the Two-Brain Marketing team lead. He joined Mike Warkentin to discuss Facebook ads in the post-COVID era: what works, what doesn't and how to decide what to spend on digital ads.

Links:

The 7 Best Gym Management Software Platforms: Our 2020 Review
COVID-19 Resources
Join the Gym Owners United group on Facebook
Book a Free Call

Timeline:

4:07 – Is there a magic bullet?

6:38 – Why you shouldn’t go for the quick cash grab.

11:59 – What to spend on Facebook ads right now.

16:40 – Why lead nurture is more important than ever.

19:13 – Developing leads post-COVID: Don’t fear the phone.

21:41 – The future of Facebook advertising post-COVID.

26:27 – When to boost your ad spend.

28:12 – What does a good ad look like?

33:29 – How the Two-Brain Marketing course can help you get more leads.

35:11 – What kinds of pictures work best in ads?

36:54 – Lead magnets post-COVID.

39:58 – The top metrics you should be tracking.

Average Sucks: Michael Bernoff on Changing the Way You Think

Thu, 04 Jun 2020 00:00:00 -0400

Have you ever wondered why you haven't been able to achieve your dreams despite how much you want to? Why you just don't do it, even though you know you have the potential?

Michael Bernoff calls that your "average"—the force inside you that keeps you from challenging the status quo and actually taking the steps that would bring you success.

Michael is the founder of the Human Communications Institute the author of "Average Sucks: Why You Don't Get What You Want (And What to Do About It)." He joined Chris Cooper to talk about how your average is holding you back and how to redefine it.

Links:

Michael Bernoff and "Average Sucks"
COVID-19 Resources
Join the Gym Owners United group on Facebook
Book a Free Call
Free Tools

Contact:

Instagram: @michael_bernoff
Chris@twobrainbusiness.com

Timeline:

1:47 – Defining your average.

4:50 – How your average controls you.

6:18 – How to improve your average.

10:35 – Playing the small game.

12:32 – Changing the average with addition, not subtraction.

14:13 – Upgrading your identity.

17:25 – The comparison trap.

23:34 – Dreams vs. wants.

29:26 – The step between the average you have and the average you want.

34:12 – What COVID-19 can teach you about your business.

38:19 – Changing the psychology of expectations.

Paving the Way for Women in Sports: Carolyne Prevost

Wed, 03 Jun 2020 00:00:00 -0400

Carolyne Prevost may be one of the best all-around athletes in CrossFit. Not only has she competed at the Games, but she has also won 11 national championships in four different sports.

She has competed in soccer, taekwondo and professional hockey, and she currently works as a high-school math, science and physical education teacher.

She spoke with Sean Woodland about the benefits of being a multi-sport athlete, her hockey career and how she’s helping students—especially girls—build self-confidence through fitness.

Links:

COVID-19 Resources
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Contact:

Instagram: @cprevost27

Timeline:

3:34 – Growing up playing every sport under the sun.

9:03 – Playing hockey for the University of Wisconsin.

15:22 – How it feels to win 11 national championships.

16:46 – The letdowns of going pro.

18:46 – Working to establish a new women’s pro hockey league.

22:22 – Becoming a CrossFit competitor.

29:10 – Adapting to the new format of the CrossFit Games season.

33:39 – Her rookie Games, dealing with the pressure of the cuts and getting rhabdo.

38:45 – The Games season and COVID-19.

41:11 – Why become a teacher?

45:46 – Teaching girls to love what their bodies can do, not just what they look like.

Online Coaching: Pro Tips for Excellence and Efficiency

Mon, 01 Jun 2020 00:00:00 -0400

What exactly is online coaching? What is it not? And is it as valuable as in-person coaching in the gym?

Two-Brain Business online coaching specialist Josh Grenell joined Mike Warkentin to shed some light on the subject. He talked about how true online coaching differs from Zoom group-fitness classes, why it's more valuable and how to sell it. He also shared tips for increasing efficiency as an online coach.

Links:

Progression Fitness
COVID-19 Resources
Online Trainer Brad Overstreet on How to Deal With the New Fitness World
The Secrets to Success With Online Coaching: Josh Martin
Join the Gym Owners United group on Facebook
Book a Free Call

Timeline:

2:34 – What is online coaching?

6:18 – What isn’t online coaching?

8:35 – Does online coaching get results?

11:23 – The value of online coaching.

12:49 – Online coaching and workload: increasing efficiencies.

17:05 – Managing time and setting boundaries.

19:49 – How to find clients for online coaching.

27:34 – The biggest challenges of online coaching.

31:41 – How to keep clients from canceling by offering customized online training.

36:17 – The number-one things new and experienced online coaches should do right now.

Chris Cooper: Increase Revenue and Retention Through a New Client Journey

Thu, 28 May 2020 00:00:00 -0400

What's easier: getting a new client or keeping a current one? Smart gym owners know it's the latter, but unfortunately, the data shows that gyms are only keeping clients about half as long as they should.

If you don't want to stay stuck on the treadmill of constantly seeking new clients, you've got to focus on retention—and that means focusing on the client journey.

Here, Chris Cooper explains how motivational interviewing, goal reviews and the "learn, design, deliver, refine" model can help gym owners forge deeper connections with clients and retain them for the long term.

Links:

Precision Nutrition's Five Whys
COVID-19 Resources
Join the Gym Owners United group on Facebook
Book a Free Call
Free Tools

Contact:

chris@twobrainbusiness.com

Timeline:

2:46 – The retention treadmill.

6:30 – “Learn”: No-sweat intros, motivational interviewing and the five whys.

14:55 – “Design”: Prescribing the solution to your clients’ problems.

22:16 – “Refine”: The most overlooked part of the retention process.

26:36 – No-sweat intros vs. motivational interviewing: When to do which.

36:19 – How goal reviews improve retention and revenue.

44:35 – Who should perform goal reviews.

Madison Nights: The Fitness Ballad of Cole Sager

Wed, 27 May 2020 00:00:00 -0400

If when all is said and done, Cole Sager is remembered for his character more than his fitness, he's just fine with that. But that doesn't mean he's not fit.

Cole has been to the CrossFit Games six times in his career and finished in the top 10 thrice. His best career finish was 5th in 2018. He also received the Spirit of the Games award in 2017.

He joined Sean Woodland to talk about his time playing division one college football at the University of Washington, how to beat the odds and overcome self-doubt, and why his dad decided to name him after a fictional character portrayed by Tom Cruise.

Links:

COVID-19 Resources
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Contact:

Instagram: @colesager35

Timeline:

1:24 – Training for the Games in a season upended by the coronavirus.

4:49 – On being named after a Tom Cruise movie character.

6:32 – The small-town mentality and growing up playing football.

8:55 – From high-school star to college walk-on.

16:25 – Abandoning NFL ambitions for CrossFit Games dreams.

21:27 – How Cole qualified for Regionals just a few months into CrossFit.

26:43 – Maturing as a CrossFit athlete.

31:44 – Lessons learned from his debut CrossFit Games in 2014.

35:01 – Dealing with the pressure of being a repeat Games athlete.

38:39 – Winning the Spirit of the Games award in 2017 and why being a positive role model is so important.

42:41 – Lessons learned from the new structure of the CrossFit Games: No room for error.

45:48 – Why Cole is OK with being known for his character more than his fitness.

Post-COVID: The New Breed of Fitness Coach With Josh Martin

Mon, 25 May 2020 00:00:00 -0400

We've always said that microgym owners sell coaching, not access, and never has that been clearer than during the COVID crisis. Your clients aren't getting barbells and cues—so what are they paying for?

Certified Two-Brain mentor and Two-Brain Coaching co-founder Josh Martin says coaches need to look at the bigger picture. At his gym, CrossFit For Glory, coaches take the "sleep, eat, move and manage" approach with clients. The true value of coaching, Josh said, is in helping a client move closer to his or her goal—and that takes more than a training plan.

Here, Josh talks about how trainers can redefine their services to meet clients' needs during and post-COVID and how to value those services.

Links:

CrossFit For Glory
COVID-19 Resources
Your Gym 2.0
Expensive or Free: How to Charge What You're Worth
Two-Brain Coaching
Join the Gym Owners United group on Facebook
Book a Free Call

Contact:

mike@twobrainmedia.com

Timeline:

3:41 – How has the primary role of a coach changed since COVID?

4:37 – “Sleep, eat, move, manage.”

11:31 – What clients need right now (it’s probably not Fran).

16:27 – How to sell new services with confidence.

21:21 – Reassessing the value of coaching.

25:26 – It’s all about relationships.

29:41 – The hidden opportunity in the COVID crisis.

Your Gym 2.0 Part 3: Be Expensive or Be Free

Thu, 21 May 2020 00:00:00 -0400

Over the last few weeks, Chris Cooper has talked about how to rebuild your business post-COVID and how to repackage your services to your clients' individual needs. Now it's time to talk about how to bring these new services to your clients.

In this live webinar recorded on May 17, 2020, Chris discussed motivational interviewing, how to structure goal reviews to improve length of engagement, how the prescriptive model differs from upselling and why you should be expensive or free.

You'll also get a crash course in content creation and audience building.

Links:

COVID-19 Resources
Your Gym 2.0
Your Gym 2.0: The Four Cornerstones
Your Gym 2.0: Selling Your New Services
Join the Gym Owners United group on Facebook
Book a Free Call

Contact:

chris@twobrainbusiness.com

Timeline:

5:50 – Revisiting the prescriptive model.

7:43 – Motivational interviewing.

12:11 – Updating client prescriptions via goal-review sessions.

17:26 – How often should you be doing goal-review sessions, and who should do them?

26:41 – How to promote your new services and the importance of affinity marketing.

34:29 – Be expensive or be free: the difference between information and coaching.

42:14 – Expensive or free in practice: CrossFit.com and TwoBrainBusiness.com.

55:18 – Establishing trust by producing content.

59:17 – How to come up with good content ideas.

1:11:54 – How to get better at producing content.

Steph Hammerman: Inspiration Is the Spark, Motivation Is the Fire

Wed, 20 May 2020 00:00:00 -0400

Steph Hammerman is one of the most well-known adaptive athletes in the CrossFit world. She is the first Level 2 coach with cerebral palsy. She's a cancer survivor and has completed a hand cycle marathon. She also owns Hammer Driven Fitness in North Carolina.

Here, she talks with Sean Woodland about growing up with cerebral palsy, beating cancer, how she uses her voice to advocate for others, how she got into CrossFit and why the societal perception of adaptive athletes still has a long way to go.

Links:

Hammer Driven Fitness
COVID-19 Resources
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Contact:

Instagram: @stephthehammer

Timeline:

2:50 – Growing up with cerebral palsy.

5:11 – Finding her voice.

10:05 – Advocating for others.

14:27 – Getting—and beating—cancer.

23:24 – How Steph got into fitness.

27:08 – Switching from hand cycling to CrossFit.

33:04 – Competing at the Crush Games in Miami.

35:19 – Becoming a coach to adaptive athletes and able-bodied athletes alike.

37:28 – Changing the societal perception of adaptive athletes.

39:54 – How to treat adaptive athletes at your gym.

How to Destroy Your Gym (or Save It) Through Sales in the COVID Crisis

Mon, 18 May 2020 00:00:00 -0400

If you've been watching your leads plummet during COVID-19, you're not alone. Certified Two-Brain mentor and sales expert Jeff Burlingame says it's normal right now to see a conversion rate of 25 percent or less.

But that doesn't mean you can't sell.

Here, Jeff shares what's working and what's not when it comes to sales during the coronavirus crisis. You'll get inside the mind of the consumer and learn how to use affinity marketing, social media and the Help First philosophy to close more sales now and during upcoming periods of transition.

Links:

COVID-19 Resources
Join the Gym Owners United group on Facebook
Book a Free Call

Contact:

mike@twobrainmedia.com

Timeline:

2:21 – The state of sales during COVID-19.

6:43 – The consumer mindset.

9:12 – Focus on warm traffic.

14:38 – How to ask your members for help.

23:15 – No fire sales.

29:39 – How to get five new clients in three minutes.

34:28 – Lead with value.

40:53 – How to use Facebook groups to establish trust and authority.

43:02 – Adapting the No-Sweat Intro process for times of transition.

Your Gym 2.0 Part 2: How to Create New Service Packages and Sell Them

Thu, 14 May 2020 00:00:00 -0400

Last week, we talked about evaluating your business: Where it is and where you want it to go. Now it's time to talk tactics.

In this live webinar recorded on May 10, Chris Cooper walked a group of gym owners through the steps in Two-Brain's Your Gym 2.0 Worksheet Part 2.

You'll learn how to create service packages that are perfect for your best clients, what to charge for them and how to integrate nutrition coaching, personal training, group coaching and online programs into hybrid packages.

Links:

Webinar recording
Your Gym 2.0 Worksheet: Part 2
Your Gym 2.0 Worksheet
Two-Brain Coaching courses
COVID-19 Resources
Join the Gym Owners United group on Facebook
Book a Free Call

Contact:

chris@twobrainmedia.com

Timeline:

3:15 – Reviewing the cornerstones of the fitness business.

7:53 – Don’t get hung up on sunk costs.

10:14 – Determining what your seed clients need: the NPGO exercise.

18:30 – Stones, pebbles, sand and water.

28:53 – How to set prices.

38:22 – Revisiting the prescriptive model.

41:04 – Scaling your fitness business without discounting it.

44:45 – A sample pricing binder.

The Fast-Exercising Mathematician: Jacob Heppner

Wed, 13 May 2020 00:00:00 -0400

You might know that Jacob Heppner is a CrossFit Games veteran, but did you know he's also a nerd?

While his friends partied in college, Jacob holed up in the library. And after requesting the "hardest major you have" of his guidance counselor, he chose math. He was pretty good at it, too—his first internship was as a mathematics technician at Fort Leavenworth in Kansas.

That's also where he discovered CrossFit. At first, he thought it was a cult. Now, he's a four-time Games athlete with a career-best finish of 6th in 2019.

He joined Sean Woodland to talk about his interest in math, his passion for community service and the lessons he learned about being successful under the new Games format in 2019.

Links:

COVID-19 Resources
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Contact:

Instagram: @jheppner66

Timeline:

2:42 – On being terrible at football but bringing up the team’s average GPA.

4:45 – The drive to serve others.

8:51 – Why math?

11:58 – Finding CrossFit at Fort Leavenworth: “Sounds like a cult.”

16:15 – Jacob’s first Regional experience.

18:38 – Remembering “Thick and Quick.”

22:20 – On being top 10 in 2015 and 2016.

24:54 – Two years of setbacks.

29:40 – Making a comeback in 2019.

34:04 – Lessons learned from the new Games format.

35:54 – The return of the dreaded handstand push-up standard.

40:11 – Becoming a content creator.

43:56 – Learning to appreciate the platform he’s been given.

45:25 – How the CrossFit community stands apart.

How to Hack Sales Funnels in the COVID Crisis With Mateo Lopez

Mon, 11 May 2020 00:00:00 -0400

The coronavirus crisis has changed everything, and that includes advertising.

Digital-marketing expert Mateo Lopez went down the rabbit hole to discover what successful gym owners and sales gurus are doing to make sales during lockdown.

Here, he and Mike Warkentin of Two-Brain Media examine real fitness ads from clients of a fitness sales guru, discovering some key patterns along the way.

Links:

COVID-19 Resources
Free Tools
Join the Gym Owners United group on Facebook
Book a Free Call

Contact:

mateo@twobrainbusiness.com
mike@twobrainmedia.com

Timeline:

2:41 – Why you might consider a lead ad during this time.

6:11 – Going down the rabbit hole: What are the online fitness sales gurus doing?

11:57 – Using the sales guru’s landing page to find testimonial clients.

16:19 – Pattern point no. 1: narrowing the niche.

21:35 – Pattern point no. 2: the five-day challenge.

26:44 – More testimonial-client ads: Different niches, same pattern.

38:35 – Creating warm leads with low-barrier offers.

40:19 – Streamlining the system to take home more money.

44:14 – It’s not actually about the ads; it’s about the service.

Your Gym 2.0: The Exact Steps to Making It Better Than It Was Before COVID-19

Thu, 07 May 2020 00:00:00 -0400

The coronavirus crisis isn't just a crisis—it's an opportunity.

An opportunity to evaluate your business: what you do and don't miss about how things used to be, what worked well, what you'll never do again and where you want to go moving forward.

In this live webinar recorded on May 3, 2020, Chris Cooper took a group of gym owners through Two-Brain's "Your Gym 2.0" worksheet to hash out all the above and more. The worksheet will guide you step by step as you reflect on your business and re-envision its future. Download it here and work through it as you listen.

Links:

Your Gym 2.0 Worksheet
Two-Brain Coaching courses
COVID-19 Resources
"Good to Great"
"Traction"
"Scaling Up"
"Get a Grip"
Join the Gym Owners United group on Facebook
Book a Free Call

Contact:

chris@twobrainbusiness.com

Timeline:

3:08 – The rite of passage.

4:51 – What has this crisis taught you about your Perfect Day?

6:50 – The pre-mortem: Imagine your business is dead. What killed it? What survived?

12:43 – Think like a CEO.

16:38 – Defining your rocks.

21:39 – The after-action review: What went right during the crisis?

24:58 – Pouring the foundation of your new business: What will you never do again? What will you keep?

30:47 – Shaping the cornerstones of your new business.

36:35 – Designing the front door.

38:20 – What to consider before renaming your business.

42:24 – New additions to the Two-Brain Roadmap and how to use it to rebuild your business.

From Competitor to Coach: Michele Letendre

Wed, 06 May 2020 00:00:00 -0400

Michele Letendre understands competition from all angles.

She's a former top-level athlete with six individual CrossFit Games appearances and a career-best finish of 4th in 2014. Now, she's a business owner and a coach to elite athletes such as Pat Vellner.

In this interview with Sean Woodland, Michele gets real about the mental toll of competition, the pressure of being compared with Camille Leblanc-Bazinet and how she shifted her mindset after retiring from competition.

Links:

COVID-19 Resources
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Contact:

Instagram: @mich_letendre

Timeline:

1:07 – Dealing with the coronavirus situation.

3:52 – Developing the desire to excel through water polo.

7:48 – Finding CrossFit and becoming a competitor.

11:51 – Michele’s journey with nutrition and weight loss after her first Games appearance.

16:12 – On competing against Camille Leblanc-Bazinet—and eventually becoming friends.

21:39 – Michele’s best year of competition.

24:09 – Managing expectations.

27:48 – Shifting perspectives.

30:59 – Coming back for one more year in 2016.

35:38 – Becoming a coach.

39:49 – On dealing with Pat Vellner’s antics.

44:17 – Where are all the female elite-athlete coaches?

46:43 – The most rewarding aspect of her career.

Stuff Siegel Sold: Gym Owner on Closing Deals During COVID Lockdown

Mon, 04 May 2020 00:00:00 -0400

For Eric Siegel, owner of CrossFit 781, the COVID crisis is more than a crisis—it's an opportunity to learn.

Though retention was good after he pivoted his gym to online training, Eric wanted more: He wanted to grow. So he completed Two-Brain's online coaching course and began the Facebook marketing Incubator.

Then, he implemented what he'd learned. He began offering online training, assigning each client to one of his coaches for workout customization and regular check-ins. He also launched a 21-day at-home challenge, reached out to former members and began experimenting with Facebook ads.

Since then, Eric has retained more than 80 percent of his group-class membership while also adding clients gained from the challenge and via Facebook marketing.

Here's how he did it—and how he plans to retain the new revenue stream once the crisis is over.

Links:

CrossFit 781
Two-Brain Coaching: How to Coach Online
COVID-19 Resources
Join the Gym Owners United group on Facebook
Book a Free Call

Contact:

mike@twobrainmedia.com

Timeline:

2:45 – Boston’s darkest St. Patrick’s Day ever.

5:16 – Making the transition to online coaching.

8:51 – What online coaching entails.

11:54 – Selling online coaching to new clients: affinity marketing.

16:46 – Selling online coaching to new clients: advertising.

20:23 – Lead nurture and No-Sweat Intros for a digital audience.

24:42 – Why now is a great time to sell at-home fitness.

27:43 – Preparing to reopen.

30:09 – The future of online training at CrossFit 781.

How to Move Your Fitness Business 100 Percent Online: Chris Cooper

Thu, 30 Apr 2020 00:00:00 -0400

COVID-19 has changed the fitness industry.

The most successful gym owners have pivoted to online training—and some of them might not want to go back to bricks and mortar. Even those who do have recognized an opportunity for a valuable new revenue stream.

In this live webinar recorded on April 26, 2020, Chris Cooper will teach you how to move completely online in 11 steps—and how to add value to your bricks-and-mortar business even if you don't want to leave your building behind.

You'll learn how to decide whether and when to go all digital, how to execute the transition and how to scale up and develop a niche audience.

Links:

How to Move Entirely Online
Online Trainer Brad Overstreet on How to Deal With the New Fitness World
Warren Buffet's Simple Test for Living Your Best Life
Zero to One: Notes on Startups, Or How to Build the Future
COVID-19 Resources
Join the Gym Owners United group on Facebook
Book a Free Call

Contact:

chris@twobrainbusiness.com

Timeline:

4:56 – How does online training align with your vision?

8:57 – Determine your Perfect Day.

11:20 – How much money do you need to make?

13:18 – Measure your commitments.

15:38 – Measure your opportunities.

18:36 – Maintain three points of contact.

23:24 – Sell online while running your current gym.

25:37 – Taper physical operations.

36:14 – Close your physical location before your online business breaks even.

39:33 – Scale up and narrow your niche.

45:47 – Be patient.

50:49 – Talk to your seed clients.

53:13 – The new model for success.

The CrossFit Cowboy Is Right at Home on the Radio: Sean Sweeney

Wed, 29 Apr 2020 00:00:00 -0400

If you think Fran is tough, try hell week on a broken foot. And that's not even what Sean Sweeney is most famous for.

Dubbed the CrossFit Cowboy, Sean is known for sporting a cowboy hat during competition, riling up the crowds and being a jokester in general. But he's also a serious competitor and three-time CrossFit Games athlete.

He joined Sean Woodland to share some of the toughest lessons he's learned from competition and military training—along with the origin story of his famous hat.

Links:

CrossFit Powerstroke
COVID-19 Resources
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Contact:

Instagram: @crossfitcowboy45

Timeline:

1:24 – On training during COVID.

4:16 – Growing up on a ranch and riding rodeo.

9:54 – Sean’s brief stint in ballroom dance.

13:01 – Hell week on a broken foot—and the biggest regret of his life.

24:52 – Becoming a CrossFit competitor.

32:57 – Learning to trust his instincts.

36:54 – Lessons learned from getting cut at the 2019 CrossFit Games.

41:30 – The origin of the cowboy hat.

46:28 – Sean’s three proudest moments in competition.

"Sold!"—Brendon Collins on New Fitness Services and Online Sales

Mon, 27 Apr 2020 00:00:00 -0400

Gym owner Brendon Collins had zero online training experience before Strong Tower CrossFit was forced to close due to the coronavirus pandemic.

Within 30 days, he'd generated US$2 thousand in front-end revenue from virtual training and nutrition sales while retaining 97% of his client base—without spending a dime on ads.

Here, he reveals the secret sauce.

You'll learn how a commitment to core values ensured a seamless transition in product delivery, how Brendon used affinity marketing tactics to reach new clients and exactly what digital training at Strong Tower entails.

Links:

Strong Tower CrossFit
COVID-19 Resources
Ashley Mak on Two-Brain Radio: "The Guy Who Already Moved His Fitness Business Online Forever"
Join the Gym Owners United group on Facebook
Book a Free Call

Contact:

mike@twobrainmedia.com

Timeline:

1:44 – Generating two grand during lockdown.

3:41 – How Strong Tower transitioned to online coaching with less than a day’s notice.

5:48 – A glimpse into digital training at Strong Tower.

8:56 – The move to digital, step by step.

13:45 – Selling nutrition during COVID-19.

16:30 – Seeing the value in virtual offerings.

21:18 – Ads and affinity marketing during coronavirus.

28:44 – Adapting the sales process to a virtual environment.

33:55 – Next steps: Constant refinement and a permanent new revenue stream.

The Secrets to Success With Online Coaching: Josh Martin

Thu, 23 Apr 2020 00:00:00 -0400

Many trainers are in brand-new territory right now.

They're used to group classes and whiteboard briefings; to cues and countdowns. But that's not the reality we're living in. Coaches need to add a few more tools to their toolkits to keep clients happy, improving and coming back for more.

Here, Two-Brain Coaching co-founder Josh Martin joins Chris Cooper to talk about what coaches need to do to meet their clients' needs during the coronavirus pandemic.

Links:

Two-Brain Coaching course: How to Coach Online
COVID-19 Resources
Join the Gym Owners United group on Facebook
Book a Free Call
"How to Win Friends and Influence People"
"Drive: The Surprising Truth About What Motivates Us"

Contact:

chris@twobrainbusiness.com
josh@twobrainbusiness.com

Timeline:

1:41 – Coaching is about more than correcting movement faults.

4:00 – Principles-based coaching.

9:37 – The skill most trainers need to get better at.

14:55 – The importance of customization—not just to the client’s skills, but also to the situation.

17:36 – Developing the soft skills of coaching.

22:41 – How coaches can use quarantine time to improve their skills.

27:15 – The benefits of broadening your skill set.

32:41 – Things to read and do to get better at coaching.

38:55 – The new Two-Brain Coaching course: “How to Coach Online.”

Amanda Barnhart: "The Highest Expectations of Myself"

Wed, 22 Apr 2020 00:00:00 -0400

Amanda Barnhart is a rising star in the Sport of Fitness.

She took 15th at the 2018 CrossFit Games, her rookie year, and followed that up with a 7th-place finish in 2019—despite a bum ankle.

She joined Sean Woodland to talk about her collegiate swimming career and how that led her to CrossFit, the ankle injury that nearly took her out of the Games last year and her memorable showdown with Tia-Clair Toomey in the one-rep-max clean event.

Links:

COVID-19 Resources
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Contact:

Instagram: @amandajbarnhart

Timeline:

1:31 – Training without a gym during the coronavirus pandemic.

3:55 – Amanda’s athletic background before CrossFit.

6:49 – Gymnastics to CrossFit: a natural progression.

9:44 – Becoming obsessed with the Games from her grandparents’ sewing room.

11:12 – Her first Regional experience.

15:17 – Going from 25th at the Central Regional to Games qualification in 2018.

19:04 – The 2018 marathon row: “I was prepared to take my gloves off and just be a bloody massacre.”

20:10 – Winning the clean-and-jerk speed ladder.

23:38 – On the new competition format in the 2019 season.

25:44 – How to handle pressure.

27:14 – What happened to her ankle?

30:26 – Managing expectations after the injury.

32:32 – Going head-to-head with Tia-Clair Toomey.

34:41 – Taking 7th on a bum ankle and dealing with the “what ifs.”

35:36 – Looking to the 2020 CrossFit Games—and being happy with best efforts.

The Guy Who Already Moved His Fitness Business Online Forever

Mon, 20 Apr 2020 00:00:00 -0400

You've moved your fitness business online. Your coaches are checking in with clients daily, helping them get fit from home.

It's strange, but maybe it also feels kinda good. Maybe you're enjoying working from 9 to noon, then spending the rest of the day with your kids. Maybe you're realizing you don't need to pay rent to get people healthier. Maybe you don't want to go back when all this is over.

Ashley Mak didn't.

When Ashley closed the doors of Hudson River Fitness on March 14, he closed them for good. But the business isn't folding; it's just going digital. Here's how he's doing it.

Links:

Hudson River Fitness
COVID-19 Resources
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Timeline:

1:46 – Getting to know Ashley Mak.

3:16 – Closing down for COVID-19.

7:02 – Deciding to stay digital forever.

12:31 – Considering clients’ needs.

15:23 – Breaking the news to the members.

17:51 – Retention—and redefining the ideal client.

22:33 – How Hudson River Fitness saved $10,000 per month in fixed costs.

24:20 – Paying coaches under the new business model.

29:49 – Adapting marketing strategies to the new situation.

33:31 – Reaching out to former clients who may be a good fit for the new model.

38:01 – What to do if you’re thinking about ditching the bricks and mortar for good.

Chris Cooper: How to Lead in a Crisis

Thu, 16 Apr 2020 00:00:00 -0400

The coronavirus pandemic has forced everyone to shift to a new way of life and work. It's difficult and stressful, and people are scared. Good leadership is more important now than ever.

In this webinar recorded live on April 12, Chris Cooper explains the CALM model of leadership (clarity, assurance, leadership and movement) and how gym owners can use it to guide their communities and continue to build trust during this crisis.

He also answers the tough questions about how to deal with staff and clients who aren't adjusting well to the changes.

Links:

COVID-19 Resources
Join the Gym Owners United group on Facebook
Free Tools

Timeline:

2:24 – Upcoming resources for the Two-Brain family.

7:21 – It’s OK to feel out of sorts.

9:55 – The CALM model: Clarity. Your job is to be the filter amidst all the noise.

11:42 – Assurance: Hope for the best, but acknowledge and plan for the worst.

16:38 – Leadership: Model the behavior you want your audience to model.

17:52 – Movement: Get answers.

22:05 – How to handle staff members who’re struggling to pivot to online training.

27:49 – Ask your clients what they need most and partner with other experts.

33:24 – Responding to unhappy clients.

35:41 – Why you should be optimistic.

Bored in Isolation? Here's Patrick Vellner.

Wed, 15 Apr 2020 00:00:00 -0400

Pat Vellner made his individual debut at the CrossFit Games in 2016 and proceeded to take third overall. Since then, he has become one of the most popular athletes in the sport and a perennial favorite to finish on the podium in Madison.

He joined Sean Woodland to talk about how competing in gymnastics and lacrosse helped prepare him for competitive CrossFit, how he managed to finish third at a Regional competition despite tearing his biceps and what he thinks about the new structure of the CrossFit Games.

Links:

COVID-19 Resources
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Contact:

Instagram: @pvellner

Timeline:

1:12 – Training during coronavirus.

5:13 – Learning work ethic and athleticism from gymnastics and lacrosse.

10:02 – Discovering CrossFit in university.

11:42 – Becoming a competitive CrossFit athlete.

13:19 – Building confidence in his Regional debut.

16:26 – Going team in 2015.

19:05 – Taking third at the East Regional in 2016 with a torn biceps.

23:22 – Setting goals for the Games.

26:54 – Dealing with the extra pressure after taking third at the 2016 Games.

29:19 – Digging out of a hole in 2017.

32:11 – Mechanical failure and injury in 2018.

36:14 – On the new Games structure.

43:05 – Why Pat asked Michele Letendre to be his coach.

47:50 – Representing the common man in elite athletics.

Never Panic: Sales and Marketing Math in the COVID Crisis

Mon, 13 Apr 2020 00:00:00 -0400

Good advertising has always been about tracking data: Try something, track it, revise it, and track it some more. That hasn't changed just because we're in a pandemic. What might change, however, is your ad strategy.

Two-Brain Business is constantly collecting data on what's working and what's not in the microgym world. Here, digital-marketing expert Mateo Lopez shares what he's learned so far about advertising and lead conversion in the time of COVID-19.

Links:

COVID-19 Resources
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Contact:

mateo@twobrainbusiness.com
mike@twobrainmedia.com

Timeline:

2:06 – Clicks and conversions during coronavirus.

4:01 – What gyms are selling right now.

5:43 – Priority number one: retaining your current clients.

8:27 – Sell accountability, not programming.

10:27 – Sell to the situation—there’s nothing but time.

12:38 – Kids programs.

16:14 – Lead magnets vs. straight-up sales.

21:29 – Why Zoom classes might not be the answer.

25:26 – What your ad copy and media should look like now.

30:53 – Don’t panic; track your data.

Online Trainer Brad Overstreet on How to Deal With the New Fitness World

Thu, 09 Apr 2020 00:00:00 -0400

If you're a gym owner, you've likely found yourself suddenly thrust into a whole new way of doing business with no time to prepare. Your clients need your help now more than ever, but you know next to nothing about how to effectively move your business online. Here's someone who does.

Brad Overstreet has been a trainer for decades. When his gym was unexpectedly forced to close due to permitting issues, he had to go digital. But what began as a short-term fix turned into a thriving business that allows him to live his Perfect Day even better than before.

Here, he shares how he made the switch, how he gets clients, what his sales process looks like and what you can do to adapt to the current situation.

Links:

COVID-19 Resources
Join the Gym Owners United group on Facebook
Free Tools

Timeline:

1:55 – How Brad lost his gym.

6:48 – Figuring out what clients want.

10:40 – Finding your freedom number.

15:18 – A profile of the ideal online client.

19:08 – What Brad actually sells.

27:51 – Daily deliverables for online clients.

32:07 – The value is in the relationship.

35:47 – An example of daily workflow.

39:37 – How to build a client base and stand out from the competition.

43:51 – Making connections: Stay top of mind with the paperclip method.

52:33 – What to charge for online training.

55:16 – Determining value.

01:02:07 – Choose your clients.

Noah Ohlsen: Training for a Fractured Competition Season

Wed, 08 Apr 2020 00:00:00 -0400

Noah Ohlsen has been one of the most consistent CrossFit athletes in the field since he made his Games debut in 2014. Across six Games appearances, he has finished inside the top eight five times, taking second last year.

Here, he and Sean Woodland talk about the bold prediction he once made to Dave Castro, his memorable first career Games event win in Mary last year, and how he has changed as an athlete and a person since his rookie season six years ago.

Links:

Join the Gym Owners United group on Facebook
COVID-19 Resources
Free Tools
Book a Free Call

Contact:

Instagram: @nohlsen
Noah's dog, Maximus: @maximusohlsen

Timeline:

1:22 – Training for the Games in the middle of a pandemic.

4:11 – Before CrossFit: searching for his sport.

6:12 – Finding CrossFit and becoming a competitor.

8:15 – CrossFit by day, fraternity pledges by night.

10:23 – The promise Noah made to Dave Castro.

11:46 – Lessons learned from his first Regional to his first Games.

17:38 – Managing expectations after taking 8th in his rookie Games.

20:53 – Playing it smart in 2019.

24:41 – Noah's first Games event win.

29:19 – Managing expectations moving forward.

31:57 – Developing as a person over six years of Games competition.

Sales in the Time of COVID-19: What People Are Buying and How to Sell It

Mon, 06 Apr 2020 00:00:00 -0400

Whether you like it or not, the landscape of the fitness industry has changed—and if you want your business to survive, it needs to change, too.

But how do you do it? Will people really pay for online training? What should that look like? How do you get new clients during this time?

Sales expert and certified Two-Brain mentor Jeff Burlingame is here with the answers to all that and more. You'll get a step-by-step, actionable plan for how to save your revenue stream—and even increase it—while your doors are closed.

Links:

COVID-19 Resources
Join the Gym Owners United group on Facebook
Free Tools

Contact:

mike@twobrainmedia.com

Timeline:

3:08 – Be Netflix, not Blockbuster.

4:25 – Don’t just post your programming; provide coaching and accountability.

8:57 – To preserve the novelty, don’t give away everything at once.

12:24 – If you don’t believe online coaching is valuable, neither will your clients.

16:24 – Why online coaching is actually more valuable than group-class training.

21:56 – How to handle the workload.

25:31 – Sell what people are buying.

28:06 – Offer digital No-Sweat Intros—and make it clear that they’re virtual.

29:39 – Why you shouldn’t market with dumbbells or kettlebells.

33:36 – What to do if you haven’t made a single sale since the start of the crisis.

35:33 – What your ads should look like now.

39:40 – How to run a virtual No-Sweat Intro.

48:08 – Practice your on-camera persona.

49:27 – Reach out to old leads and former clients.

Effective Online Training With Eddie Lester

Thu, 02 Apr 2020 00:00:00 -0400

Eddie Lester is a personal trainer of more than a decade and the founder of Fitness Mentors, a certification and business education program for online personal trainers.

Eddie's been refining the online training process and teaching trainers how to deliver digital training since well before the coronavirus pandemic. Today, he joins Chris Cooper on Two-Brain Radio to share some tricks of the trade.

Eddie and Chris discuss the mindset shift that trainers need to make when moving to online training, how to communicate effectively with clients and how to build a digital audience.

Links:

Fitness Mentors
Off Day Trainer
COVID-19 Resources
Join the Gym Owners United group on Facebook
Book a Free Call

To access the Fitness Mentors free guide for starting an online training program, text "online trainer" to 31996.

Timeline:

1:07 – The history of fitnessmentors.com.

5:03 – Making the mindset shift to online training.

7:21 – Simplify, simplify, simplify.

10:14 – Where do online trainers go wrong?

12:24 – The skills every online trainer needs to have.

16:03 – The importance of personalized communication.

18:52 – Online training and retention.

20:50 – What online trainers should be offering in addition to programming and coaching.

24:07 – How to cultivate a digital audience.

29:51 – Be the same person online that you are in the gym.

32:32 – How to access Fitness Mentors’ guide to online training for free.

Motherhood and Games Memories: Cassidy Lance-McWherter

Wed, 01 Apr 2020 00:00:00 -0400

EDITOR'S NOTE: This episode was recorded before the widespread coronavirus outbreak.

Cassidy Lance-McWherter is a five-time individual CrossFit Games competitor. Her best finish was 8th in 2014, and she also won the Worldwide Open in 2018 before finishing 10th in her final appearance as an individual in Madison. But her story is about much more than CrossFit competition.

Here, Cassidy speaks with Sean Woodland about her athletic career, what she and wife Aly went through when they decided to start a family and why Cassidy is teaming up with Camille Leblanc-Bazinet to help people improve their health.

Links:

Feroce Fitness
CrossFit WaterSide
Join the Gym Owners United group on Facebook
COVID-19 Resources
Free Tools
Book a Free Call

Contact:

Instagram: @cassidy_lancemcwherter

Timeline:

2:07 – Growing up a gymnast.

5:57 – Pursuing a master’s in rehabilitation counseling.

7:08 – Finding CrossFit.

9:14 – Becoming a competitive CrossFit athlete.

11:37 – Dialing it in after missing the Games in 2016.

15:14 – Winning the 2018 Open.

17:51 – Memories from the speed clean-and-jerk ladder at the 2018 Games.

20:50 – Deciding to retire and start a family.

24:50 – Navigating the challenges of the IVF process.

28:34 – Getting the goods news and surprising her wife.

32:47 – Documenting the IVF process.

36:15 – Joining Camille-Leblanc Bazinet on Feroce Fitness.

38:30 – Working out during pregnancy.

41:35 – Looking to the future and reflecting on the past.

Facebook Ads and the COVID Crisis: Early Advice and Observations

Mon, 30 Mar 2020 00:00:00 -0400

EDITOR'S NOTE: All coronavirus information accurate as of time of recording on March 20, 2020.

Many gyms across the world have been forced to shut their doors in response to the coronavirus pandemic. However, gym owners still need to make ends meet. So what should they do about advertising during this crisis?

Digital-marketing expert Mateo Lopez is here to tell you what to consider before pulling the plug on your ads and how to adapt them to fit the situation.

Links:

Join the Gym Owners United group on Facebook
COVID-19 Resources
Free Tools
Book a Free Call

Contact:

mateo@twobrainbusiness.com
mike@twobrainmedia.com

Timeline:

3:49 – Should you run ads right now?

6:09 – How to get Two-Brain Business’ free guide, “How to Add Online Training in 24 Hours.”

9:15 – Pros: Ads are cheap right now.

12:22 – To get leads, you need to adapt your offer.

13:18 – How to stand apart from the big online training companies.

15:22 – Some ads for inspiration.

18:00 – Digitizing the No-Sweat Intro.

19:14 – The problems your service can still solve for clients.

24:48 – How to phrase your ad copy.

27:55 – Why you need to figure out how to keep getting new clients.

31:04 – Don’t forget to update your website and automations.

33:32 – Where to get help rewriting your website and automation copy.

35:29 – Is this the right time to run an engagement campaign?

37:29 – “Stay home, stay fit”– how Mateo would advertise during this time.

Coronavirus Town Hall for Gym Owners No. 3 With Chris Cooper

Thu, 26 Mar 2020 00:00:00 -0400

NOTE: ALL DATA ACCURATE AS OF TIME OF RECORDING ON MARCH 20, 2020.

Gyms across the world have been forced to close their doors during the coronavirus pandemic, and business owners are scared. The good news is that we're in communication with Two-Brain gyms from all around the world, and we're getting data and experience live from the trenches to help gyms survive.

In this live town hall for gym owners, recorded on March 20, Chris Cooper outlines what gym owners need to do in the next 10, 60 and 90 days to retain clients and preserve cashflow.

He also shares best practices for online training, how to ask your landlord for a break and resources for small businesses.

Links:

Gym Owners United
Free Tools
Book a Free Call

Contact:

chris@twobrainbusiness.com

Timeline:

4:00 – Plan to close (if you’re not already).

6:25 – Pivoting to online training.

8:21 – Customization vs. personalization.

11:11 – Focus on what your clients need right now.

14:08 – Data on the digital group-class experience.

16:43 – Your 10-day priority: Retention.

19:30 – Attracting new clients with online training.

23:08 – Why you shouldn’t give discounts—even now.

28:14 – Skip the park workouts.

31:20 – What to say to your landlord.

34:16 – How to market online programs to existing and former clients.

38:02 – What to pay staff.

41:10 – Preserving cash flow.

45:07 – Why you need to call each and every client.

46:36 – Kids Zoom classes.

52:36 – Make sure your systems are nailed down before you advertise online training to the public.

53:13 – Expenses: Increase ROI.

55:14 – Cash-flow resources.

58:40 – Keep in touch with members who cancel.

01:00:42 – Supplements for quick cash.

01:05:33 – Digital training is more than a BandAid; it’s the future.

From Good Athlete to Great With Jonathan Arkin

Wed, 25 Mar 2020 00:00:00 -0400

EDITOR'S NOTE: This episode was recorded before the widespread coronavirus outbreak.

What if the thing standing between you and that next PR isn't your muscles, but rather your brain? According to chiropractic neurologist Dr. Jonathan Arkin, it just might be.

Chiropractic neurology examines the relationship between the nervous system and functional movement. The goal of treatment is to rewire the brain to correct faults that cause pain or loss of function.

Here, Sean Woodland speaks with Dr. Arkin about the science behind the practice and how the brain influences athletic performance.

Links:

Carrick Institute
Free Tools
Book a Free Call
Join the Gym Owners United group on Facebook

Contact:

drjonathanarkin@gmail.com
Instagram: @d.r.jonathanarkin

Timeline:

1:29 – What is chiropractic neurology?

5:20 – Defining brain injury.

8:56 – How chiropractic neurology helped Pittsburgh Penguins star Sidney Crosby recover from a series of brain injuries.

12:01 – The connection between neurological pathways and fitness.

16:27 – Discerning between physical injury and neurological problems.

20:49 – Why you should always train handstand push-ups last.

24:23 – Diagnosing a CrossFit athlete.

28:30 – How to get your neurological pathways checked.

29:46 – The advancement of chiropractic neurology in sports and mental health.

33:30 – The science behind why thrusters suck.

37:28 – Is Mat Fraser just wired differently?

Save Your Gym: Selling During Social Distancing

Mon, 23 Mar 2020 00:00:00 -0400

This is a stressful time for gym owners. The coronavirus pandemic is forcing gyms to close their doors, and owners are worried about the bottom line.

Here's the good news: You sell results, not programming, and you can keep selling results by pivoting to online training.

Here, certified Two-Brain mentor Jeff Burlingame joins Mike Warkentin of Two-Brain Media to discuss the how, what and why of selling during social distancing.

Links:

Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call

Contact:

mike@twobrainmedia.com

Timeline:

2:39 – Should you be selling right now?

6:00 – The value of online training: Accountability.

9:04 – Your clients are bored, lost and stressed. You can solve those problems.

11:02 – It’s not about the programming.

13:08 – Pricing online training: a tiered approach.

16:50 – Join Gym Owners United and get our free guide: “How to Add Online Training in 24 Hours.”

17:36 – Now is the time to run engagement ads.

19:21 – Moving your No-Sweat Intro online.

21:44 – The advantage of video over phone.

24:46 – Communicating the value of online training to new clients.

26:15 – Over-communicate.

28:42 – Why digital training is actually more valuable than group classes.

Coronavirus Town Hall for Gym Owners With Chris Cooper

Thu, 19 Mar 2020 00:00:00 -0400

NOTE: ALL CORONAVIRUS DATA ACCURATE AS OF TIME OF RECORDING ON MARCH 13, 2020.

The spread of the coronavirus is affecting our industry faster than any of us anticipated. The good news is that we're in communication with Two-Brain gyms from all around the world, and we're getting data and experience live from the trenches to help gyms prepare for and make it through this situation.

This is a recording of an open, digital town hell held Tuesday, March 13, 2020, in which Chris answered questions from and shared the experiences of hundreds of participants. Topics covered include:

— How to set up online training (and offer it).
— The messaging you have to give your clients.
— What to tell your coaches.
— Your best “emergency” plan.
— What you’re covered for through insurance.
— Steps to take with your landlord.
— How to lead through this crisis.

For the most up-to-date information and resources from Two-Brain Business on how to deal with the coronavirus pandemic, visit Two-Brain Business.com.

Links:

Gym Owners United
Free Tools
Book a Free Call

Contact:

chris@twobrainbusiness.com

Timeline:

2:18 – Even if you’re not worried, your clients are.

6:25 – Your job is to coach people.

8:57 – Three tiers of online training.

14:15 – Dealing with emotion, not logic.

15:04 – What to tell your coaches.

19:33 – You need an emergency plan.

22:27 – Mitigating expenses.

28:12 – Does class size matter?

30:44 – Join the “Gym Owners United” Facebook group.

32:23 – Should you charge for suspending memberships?

36:30 – Paying coaches.

38:01 – Handling membership freezes.

44:04 – Asking health-care workers to stay home.

49:26 – Should you ask members to support your business during this time?

54:42 – Should you stop marketing?

1:00:00 – Gym cleaning protocol and loaning out equipment.

1:10:04 – Online training: the new leg on your chair.

1:14:35 – Postponing events.

1:21:19 – Step up and be a leader.

1:22:45 – Should you accept new members at this time?

1:37:35 – What to tell your landlord.

1:28:53 – What about CrossFit Kids?

1:30:58 – Why you shouldn’t let your coaches train in your gym if your gym is closed.

1:33:54 – Assuring your clients you have a plan.

Behind the Games Broadcasts With Mike Roth

Wed, 18 Mar 2020 00:00:00 -0400

Everything can change in an instant in the sport of fitness. A slip of the hand, a single no-rep—the story is not as linear as in other sports. Mike Roth is one of the guys who make it seem seamless.

Mike—or "Rothy," as his crew calls him—has worked in sports television since 1984 and was the director of the CrossFit Games from 2011 through 2018. Nobody has directed more broadcasts of CrossFit events than he has.

In this interview with Sean Woodland, Mike takes you behind the scenes of a CrossFit broadcast. He shares what it takes to weave a masterpiece on live TV, recounts when everything almost went off the rails and discusses what needs to happen for the CrossFit Games broadcast to return to its former glory.

Links:

Free Tools
Book a Free Call

Contact:

Instagram: @rothy99

Timeline:

1:34 – What exactly does a sports TV director do?

3:13 – Directing his first CrossFit Games: “Madness.”

6:38 – Helicopters without cameras.

8:50 – Working with Dave Castro.

10:47 – How “never again” turned into another year covering the Games.

13:25 – Turning the CrossFit Games into a legitimate TV sport.

14:30 – Chaos at Camp Pendleton.

17:11 – Going off the rails.

22:15 – Finding a rhythm in 2013.

23:54 – Proudest moments from an eight-year CrossFit Games directing career.

25:58 – What future CrossFit broadcasts need in order to be successful.

28:26 – Shattering the illusion: “It’s supposed to be magic to the people at home.”

30:30 – What the broadcast of the sport needs to return to its former glory.

34:51 – From director to athlete.

38:31 – Hitting a 400-lb. deadlift PR at 53 years old and 130 lb.

40:55 – Covering CrossFit: something special in a decades-long career.

The Essential Automations You Need to Drive Sales and Retain Clients

Mon, 16 Mar 2020 00:00:00 -0400

Fast—and regular—communication is key for marketing and retention. Emails, text messages and calls at important steps in the lead-nurture process keep clients from falling through the cracks.

But that takes a lot of time and energy. Plus, you have to remember to do it. So why not have the robots do it for you?

This episode of Two-Brain Radio is all about automations. You'll learn what they are, which ones you need and how to build them so you get more time back in your day without sacrificing client connection.

Links:

Gym Lead Machine
Free Tools
Book a Free Call

Contact:

mateo@twobrainbusiness.com
mike@twobrainmedia.com

Timeline:

2:09 – Automations: What they are and why you need them.

4:01 – What effective automations do.

6:19 – The value of communication.

8:07 – Segmenting communications and automations.

9:48 – How to get contact information.

13:18 – Getting the data to speak to all the right systems.

18:05 – The appointment booking sequence.

20:48 – The no-show/cancelation sequence.

22:43 – The post-appointment follow-up.

25:29 – The active-lead sequence.

30:08 – Long-term lead nurture sequences.

33:59 – Sequences for client retention.

39:40 – Communications for established clients.

41:55 – Why you need a cancelation form and automation.

44:37 – The 10-word automation to get lost clients back.

50:54 – What to do if you don’t have the time to build automations or the money for all the tech to make them play well together.

Women in Business: Managing the Pressure With Rebecca Boskovic

Thu, 12 Mar 2020 00:00:00 -0400

The growth mindset is all about seeing failure as an opportunity to learn and grow, and it's the mindset that entrepreneur Rebecca Boskovic credits for her success.

Rebecca is the owner and head coach of The Fittest Me, a fitness studio in Suwanee, Georgia. She started her business after 15 years as a stay-at-home mom, and her goal is to help other women—5 million of them, to be exact—love the person they see in the mirror.

Here, she speaks with Tiffy Thompson of Two-Brain Media about her battle with depression, the power of the growth mindset, embracing failure, taking risks and mentorship.

Links:

The Fittest Me
"Mindset" by Carol Dweck
Free Tools
Book a Free Call

Contact:

Instagram: @the_fittest_me

Timeline:

2:17 – On growing up with a predisposition for depression.

4:54 – How “Mindset” shifted Rebecca’s focus and perspective.

7:10 – Growth vs. fixed mindset.

8:54 – The growth mindset and willingness to fail.

16:13 – Bringing the growth mindset to clients in the gym.

20:45 – Why Rebecca loves working with overweight women in their forties.

26:08 – Discovering Two-Brain and the power of mentorship.

29:22 – Moving across the country to start her own business.

31:36 – How listening to her mentor set her up for success.

35:08 – Why the fitness industry is a great place for women.

38:03 – Women and empathy.

42:16 – Rebecca’s vision: to help 5 million women love the person they see in the mirror.

Chandler Smith: Giving the Finger to Giving Up on His Goals

Wed, 11 Mar 2020 00:00:00 -0400

In 2012, Chandler Smith set a goal: to compete in the 2022 CrossFit Games. He made it in 2019 instead—and took 15th in his rookie year.

But Chandler is more than an up-and-coming CrossFit Games athlete. He's also a West Point graduate and a captain in the United States Army.

Here, he speaks with Sean Woodland about what it was like growing up the son of an NFL player, the challenges of attending West Point military academy and how achieving his goal four years early has helped him build confidence in the sport of fitness.

Links:

"Founder, Farmer, Tinker, Thief"
Free Tools
Book a Free Call

Contact:

Instagram: @blacksmifff

Timeline:

1:35 – What it’s like to have a dad in the NFL.

4:59 – Finding a home in wrestling.

7:41 – The inappropriate book swap that made Chandler want to join the Army.

10:17 – Applying to West Point.

11:50 – Day One at West Point: The weight of infinite possibility.

13:34 – Balancing wrestling and academics as a cadet.

15:52 – Lessons learned from cadet training.

17:42 – CrossFit as training for West Point.

19:56 – Discovering his competitive edge.

22:09 – Competing at Regionals for the first time.

25:11 – The freak accident of 2017.

29:52 – Recovering and learning to train with slightly less finger.

31:45 – Building confidence after a 40th-place Open finish in 2019.

33:22 – Exceeding expectations at the Rogue Invitational.

36:04 – The new structure of the Games and meeting his goal four years early.

37:33 – Chandler Smith: Then and now.

39:37 – Winning the Mayhem Classic and recovering from another hand injury.

42:07 – Reflecting on it all: Proud to represent the unrepresented.

Simple Solutions: How to Start Marketing and Media Production in Your Gym

Mon, 09 Mar 2020 00:00:00 -0400

Billboards and TV ads are no longer relevant; today, marketing is all about digital media—and if you're not producing it, you're missing out.

The good news is it's easier now than ever before to produce great content in house. All you need is a smartphone and a willingness to learn.

Here, marketing expert Mateo Lopez and media expert Mike Warkentin share some simple steps you can take today to start producing your own content and developing your own marketing team.

Links:

Free Tools
Book a Free Call

Contact:

mateo@twobrainbusiness.com
mike@twobrainmedia.com

Timeline:

5:06 – You don’t need to be an expert.

6:55 – Learn to market for free.

8:13 – Basic affinity marketing techniques you should be using.

11:33 – The power of events.

13:11 – The skills you need to produce great marketing content.

14:52 – Start small and be consistent.

16:52 – Be patient.

18:30 – Be friendly.

19:41 – You already have most of the technology you need right in your pocket.

22:12 – How to get clean audio.

23:03 – How to get a stable shot.

25:07 – You don’t need fancy editing software, but you do need to edit.

27:35 – Why you should consider your business a mini media production company.

30:17 – Taking things to the next level: What to do when you’re ready to put some $ behind your media.

31:10 – True testimonial from the Two-Brain marketing course.

What One Gym Owner Learned by Going to Other Gyms for 30 Days

Thu, 05 Mar 2020 00:00:00 -0500

When was the last time you went to a gym that wasn't your own? And when was the last time you went to a gym that wasn't the same style of gym as your own?

Certified Two-Brain mentor Brooks DiFiore spent an entire month doing just that. During this Month of Sweat, he went to Orangetheory. He went to Solidcore. Row House. Barry's Bootcamp. Brooks only visited one other CrossFit gym, and it wasn't to take the CrossFit class.

The point wasn't to spy on or steal from the competition; it was to learn. In this episode hosted by Josh Martin of Two-Brain Coaching, Brooks shares what he learned on his fitness tour and how trying other gyms can help you level up your own.

Links:

"Founder, Farmer, Tinker, Thief"
Book a Free Call
Arsenal Strength

Contact:

Instagram: @biceps_by_brooks

Timeline:

1:05 – Who is Brooks DiFiore?

3:27 – The day Brooks tried Fran—and got his butt kicked by his mom.

4:25 – From the family business to the fitness business.

6:31 – The Month of Sweat.

8:32 – Everything but Zumba.

9:02 – Learning from Solidcore, where trainers must be motormouths.

12:52 – When gym owners visit other gyms.

14:10 – Taking your own gym experience to the next level by learning from others.

16:55 – The boutique fitness-chain formula.

19:08 – Highlighting commonalities between your gym and others to resonate with potential new clients.

20:36 – Why CrossFit coaches should try other types of fitness classes.

21:27 – Why CrossFit gym owners should try other types of fitness classes.

25:07 – How trying other classes can be especially helpful for new coaches.

27:39 – How familiarity with other programs can help you relate to clients who’ve come from those gyms.

Joe Corvo: From the NHL to the CrossFit Games

Wed, 04 Mar 2020 00:00:00 -0500

Joe Corvo spent 11 seasons in the National Hockey League.

During his career, he played for the Los Angeles Kings, Ottawa Senators, Carolina Hurricanes, Washington Capitals, and Boston Bruins. When he retired, he turned his focus to CrossFit and made the Games in 2018 in the 40-44-year-old division, where he took 7th overall.

In this episode, he talks with Sean Woodland about his years in the NHL and his fondest memories from his career, what drove him to become a CrossFit competitor and how an unfortunate incident during his rookie year proved to be a turning point in his life.

Links:

Free Tools

Contact:

Instagram: @jcorvo77

Timeline:

1:36 – Falling in love with hockey.

4:42 – On self-doubt.

7:07 – Cross-checking John Marino.

8:27 – Top memories from Joe’s pro-hockey career and why the guys called him “Lucky.”

10:50 – The incident that changed his life.

15:01 – Learning to move on afterward.

16:43 – On parenting two teenage boys.

18:45 – Fitness in the NHL.

20:44 – Finding CrossFit.

22:48 – Finding a new competitive outlet in CrossFit.

26:36 – Qualifying for the 2018 Games as a master.

30:24 – Why Joe doesn’t take PEDs.

32:27 – His best Games event finish.

33:40 – Performance anxiety in hockey vs. CrossFit.

36:03 – Training as a master.

39:00 – Competitive goals for the future.

40:36 – The differing rewards of hockey and CrossFit.

The Sort of Secret Super Hack for Effortless A/B Testing on Facebook

Mon, 02 Mar 2020 00:00:00 -0500

What's the best picture for that ad? And the best copy? Which performs better, images or video? Marketers are constantly looking for ways to figure out what works best, and the latest hot trend is A/B testing.

But what exactly does A/B testing entail, and should you be doing it? Digital-marketing expert Mateo Lopez puts it in plain English and gives his two cents on whether it's worth your while.

Links:

Free Tools
Book a Free Call

Contact:

mateo@twobrainbusiness.com
mike@twobrainmedia.com

Timeline:

1:13 – What is A/B testing?

3:50 – Variables on variables.

5:52 – Why it might not be worth it for small businesses.

8:47 – Testing controlled variables.

11:33 – Why dynamic creative might be the better choice for your business.

16:00 – Facebook is taking the reins on ads—you might want to let it.

18:32 – When to go dynamic.

20:04 – Letting Facebook sort the winners and losers.

22:02 – How to set up dynamic creative.

Sales Secrets: Handling Objections, Building Value and Role Playing With Joe Marcoux

Thu, 27 Feb 2020 00:00:00 -0500

Many gym owners are so excited about helping their clients get fit that they forget one crucial thing: They need to actually sell those clients on fitness.

They've heard the stereotype of the slimy salesman and that's not who they want to be. Or even if they're not afraid to sell, they don't know how to do it effectively.

In this episode, you'll hear from one of Chris Cooper's first sales coaches, Joe Marcoux. Chris and Joe discuss the challenges entrepreneurs often face with sales, how to get over the "slimy salesman" mindset and how to prepare for and deal with objections.

Links:

joemarcoux.com

Contact:

joemarcoux.com
Instagram: @joe__marcoux

Timeline:

3:01 – How Joe became an expert in sales.

8:42 – Why entrepreneurs struggle with sales.

11:39 – Entrepreneurs need a baseline.

13:08 – Getting over the “slimy salesman” mindset.

14:58 – You have to ask for the sale.

17:22 – Objection is not rejection.

19:29 – Why even the best products don’t sell themselves.

22:31 – Telling is not selling.

24:41 – Responding to objections with acknowledgment and follow-up questions.

29:41 – How to handle objections and develop emotional resilience.

35:06 – Exercises for practicing objection management.

Pat Sherwood: The Diabolical Science of Suffering, SEALs and Snatches

Wed, 26 Feb 2020 00:00:00 -0500

Pat Sherwood has worn just about every hat you can wear in the world of CrossFit.

He has been a member of the seminar staff, an analyst on the Update Show and is now the media manager for CrossFit Health—plus, he runs his own online affiliate, CrossFit Linchpin.

Here, Pat talks about his experience going through BUD/S to become a Navy SEAL, how he got involved in CrossFit, what it was like being one of the first members of the CrossFit media team and how he defines good programming.

Links:

CrossFit Linchpin
"Founder, Farmer, Tinker, Thief"
Free Tools
Book a Free Call

Contact:

Instagram: @sherwood215, @crossfitlinchpin

Timeline:

1:22 – Pat’s athletic background (“no athletic ability in any way, shape or form”).

3:00 – Why he joined the Navy SEALs.

5:07 – BUD/S: “It was unpleasant.”

7:46 – Lessons learned from BUD/S.

12:50 – Finding his way to CrossFit post-Navy.

16:34 – Memories from the CrossFit Seminar Staff—including that one time he intervened during a domestic assault.

18:38 – Competing at the ranch in the 2009 CrossFit Games.

20:17 – Transitioning from the Seminar Staff to the media team.

22:41 – Learning how to be a media professional.

27:33 – The Larry David of CrossFit media.

30:17 – When Pat asked a roomful of broadcast professionals what “hill-eet-ees” meant.

31:37 – Four months touring South America on a motorcycle.

34:31 – The birth of CrossFit Linchpin and the Monster Mash.

38:02 – The definition of good programming.

41:31 – What makes someone a good programmer.

43:28 – Pat’s current role with CrossFit Health.

47:21 – On health and personal accountability.

49:35 – On fatherhood and finally settling down in his early forties.

"Your Gym Sucks": How to Deal With Comments on Facebook Ads

Mon, 24 Feb 2020 00:00:00 -0500

Don't feed the trolls! Or wait. Should you? What about the troll that says your program sucks? Should you swoop in and argue back?

Probably not, says digital-marketing expert Mateo Lopez. But that doesn't mean you should never respond to comments, either.

Here, Mateo shares when and how to respond to comments, some tricks for filtering out spam ahead of time and what to do when the trolls start biting.

Links:

Free Tools
Book a Free Call

Contact:

mateo@twobrainbusiness.com
mike@twobrainmedia.com

Timeline:

1:17 – Trolls gotta troll.

3:21 – How to respond to questions in the comments.

5:40 – Don’t distract your audience from taking action on your ads.

8:08 – How to deal with the price question.

9:56 – Page moderation: Filter out negative comments before they appear.

13:07 – How comment moderation affects engagement stats.

17:29 – Duplicating ads without comments.

19:36 – Starting conversations.

Clarity: The Two-Brain Roadmap and Mentorship

Thu, 20 Feb 2020 00:00:00 -0500

If you're struggling to find clarity and direction in your business, the issue is probably not a lack of information. There are thousands of business books, blogs and podcasts with the next great idea. The real problem is paralysis by analysis: You don't know what to do with all that information. You need a map—and a guide.

In this episode of Two-Brain Radio, Chris Cooper explains the newly launched Two-Brain Roadmap, the only map of its kind—developed on a foundation of data and experience—that leads gym owners to wealth, step by step. Tune in for a preview of the milestones on the map and to learn how a mentor can help you fast-track through them toward your Perfect Day.

Links:

The Two-Brain Roadmap
"Founder, Farmer, Tinker, Thief"
Book a Free Call with a Certified Two-Brain Mentor

Contact:

chris@twobrainbusiness.com

Timeline:

1:21 – The three tools every business owner needs.

3:02 – Introducing the Two-Brain Roadmap.

3:52 – A glimpse of the roadmap: The path to digital-marketing excellence.

7:22 – How to filter ideas and get clarity.

8:53 – The hierarchy of business knowledge.

9:09 – Layer 1: Motivational memes.

10:08 – Layer 2: Knowledge, tactics and strategies.

10:48 – Layer 3: Peer support.

12:02 – Layer 4: Education.

12:52 – Layer 5: Dialogue.

14:07 – Why you need a mentor.

17:13 – The role of a great mentor.

Josh Bridges: SEAL, Athlete, Dad and Payer of the Man

Wed, 19 Feb 2020 00:00:00 -0500

You've seen him scream and punch the air like a smaller, less-green version of the Hulk. You've watched him pay the man, roar at the sky and kiss some babies. He's Josh Bridges: former Navy SEAL, six-time CrossFit Games athlete and one of the most popular characters in Games history.

But behind the muscles and handlebar mustache is a big heart and even bigger work ethic. Here, he speaks with Sean Woodland about his military career, his unyielding drive to win and memorable moments from the CrossFit Games.

Josh also talks about what it's like raising two young sons and what's in store for the future (competition and coffee).

Links:

josh-bridges.com
Good Dudes Coffee
Book a Free Call with a Certified Two-Brain Mentor

Contact:

Instagram: @bridgesj3

Timeline:

1:03 – Playing all the sports.

2:25 – Becoming a Navy SEAL.

4:14 – Lessons learned from wrestling.

5:22 – Using CrossFit to go from beers and pizza rolls to BUD/S-ready.

7:08 – Visions of competition.

9:11 – Josh’s first CrossFit Games: “I wanted to win everything.”

10:23 – Finishing second in 2011 and watching from the sidelines in 2012.

13:07 – Reflecting on Regionals in California.

16:44 – Returning to the Games in 2013.

19:48 – Going head to head with Rich Froning.

21:49 – Lessons learned from failing to qualify in 2015.

24:23 – Are Josh’s competition days over?

25:44 – Raising young athletes.

27:23 – Developing mental toughness.

30:20 – Roasting coffee beans in Iraq.

32:58 – The future of Good Dudes Coffee.

34:45 – Reflecting on a career of competition.

Sales Tips: Closing Cold Leads Who Clicked Facebook Ads

Mon, 17 Feb 2020 00:00:00 -0500

Selling functional fitness to the retired Marine or the ex-college athlete? Easy.

Selling your program to the lifelong office worker who's never exercised and who clicked on your ad in a brief moment of inspiration? Not as easy.

Cold leads are hard to convert, and that means you've got to be on your A-game if you want to close the sale. Here, sales expert and certified Two-Brain Mentor Jeff Burlingame will teach you how.

You'll learn how to use the discovery phase of the No-Sweat Intro to build trust, how the Help First philosophy can help you sell the right program to your lead, how to manage objections and what NOT to do when selling to a cold lead.

Links:

"Help First"
Book a Free Call with a Certified Two-Brain Mentor

Contact:

jeff@twobrainbusiness.com

Timeline:

2:43 – Jeff’s “dirty start” in sales.

9:52 – Motivated vs. unmotivated buyers.

11:56 – The importance of the discovery phase in a cold-lead No-Sweat Intro.

15:15 – The power of the Help First attitude.

16:35 – No slime; just exchanging value for value.

17:59 – To increase your close rate, be responsive.

20:06 – Get comfortable in front of the camera.

23:34 – Set the scene.

27:35 – How to blow the sale: Lessons in what NOT to do.

30:22 – Why you shouldn’t give gym tours.

33:51 – Using the six-week challenge to get people in the door.

38:17 – The difference between upselling the six-week challenge and bait-and-switch operations.

41:57 – Using the six-week challenge as an opportunity to build trust.

45:06 – Upselling and downselling, and when to do each.

49:28 – Price anchoring and option closing.

50:59 – Four simple steps to handle objections.

56:10 – How to get better at sales.

57:30 – It’s not selling, it’s helping.

Mike Doehla: Why Nutrition Coaching Isn't Always About Food

Thu, 13 Feb 2020 00:00:00 -0500

You know exercise is just part of the equation: Your clients won't reach their goals without good nutrition, too.

But you're a business owner and a coach, not a nutritionist. And there are so many definitions of good nutrition out there—keto, paleo, Zone, intermittent fasting, macros—so what should you tell your clients to follow?

None of them, says Mike Doehla, founder of Stronger U Nutrition.

Mike and his team of coaches have helped over 35,000 clients reach their health and fitness goals through nutrition, and they do it not by prescribing dogma but by addressing behavior.

Links:

Stronger U
Free Tools
Book a Free Call with a Certified Two-Brain Mentor

Contact:

mike@strongeru.com

Timeline:

1:30 – From failed gym owner to uber-successful nutrition coach.

3:05 – How Mike got 35,000 clients via word of mouth.

4:14 – The epiphany.

5:58 – Why people don’t listen to free advice.

8:06 – It’s not about what to eat; it’s about behavior.

11:04 – Accepting responsibility for poor nutrition can be painful, but it doesn’t make you a bad person.

11:56 – The importance of tracking.

13:57 – What it takes to be a great nutrition coach.

15:05 – What Mike looks for in a Stronger U coach.

16:57 – Nutrition in the gym and the problem with inconsistency.

19:27 – Coaching to the client.

21:32 – Why Mike is writing a nutrition book.

23:42 – How to deal with negative reviews.

Camille Leblanc-Bazinet: Becoming a Fearless Unicorn

Wed, 12 Feb 2020 00:00:00 -0500

Camille Leblanc-Bazinet is one of the most recognizable athletes in CrossFit Games history.

She appeared at the Games every year from 2010 to 2018 as an individual and stood on the podium as a member of a team last year. She is also the founder of the online training program Féroce Fitness.

Here, she talks with Sean Woodland about her competitive CrossFit career, what it was like winning the 2014 Games and how her goals and priorities have changed since retiring from competition and starting her business.

Links:

Féroce Fitness
Free Tools

Contact:

Instagram: @camillelbaz

Timeline:

2:47 – Before CrossFit: Playing “every sport that existed.”

3:34 – Being fearless.

4:52 – On the end of her gymnastics career.

7:52 – Getting challenged to try CrossFit.

10:29 – Goals for Camille’s first CrossFit Games: “Don’t be last.”

12:15 – A glimpse of hope.

13:42 – On discipline and drive.

15:57 – Competing with Michele Letendre.

17:10 – Lessons learned after taking 16th in 2013.

21:24 – Winning the Games in 2014.

24:01 – The beginnings of a new dream.

28:16 – Retiring as the person she wanted to become.

30:53 – On the team competition experience.

31:49 – Starting Féroce Fitness.

34:49 – The passion behind Féroce: helping people get healthy.

38:53 – Building a fitness community.

40:54 – Brownie sundaes for lunch.

42:20 – Making an impact.

45:34 – Who is Camille Leblanc-Bazinet today?

Is the 6-Week Challenge Dead?

Mon, 10 Feb 2020 00:00:00 -0500

You've seen the ads: "Six weeks to a new you!" "Sign up for our six-week total-body transformation!"

But do they really work? And if they do, does that mean you have to start all over when the challenge period is over?

Digital-marketing expert Mateo Lopez is here with the scoop. He'll tell you why the six-week challenge and its variants work so well, the essential elements of a compelling offer and how to ensure your challengers stick around for the long haul.

Links:

Free Tools
Book a Free Call with a Certified Two-Brain Mentor
Two-Brain Radio: The "New You Challenge" With Tommy Hackenbruck
How to Write Facebook Ads That Make People Click and Buy
StoryBrand: Can It Help You Acquire More Clients

Contact:

mateo@twobrainbusiness.com
mike@twobrainmedia.com

Timeline:

2:41 – The history of the six-week challenge.

5:30 – The power of numbers in advertising.

7:06 – The Trojan horse (but not the bad kind).

10:37 – Variants of the six-week challenge.

13:04 – Why you need quality supporting materials to go with your offer.

14:15 – Essential elements of a compelling offer.

20:00 – Matching your offer with your niche.

22:50 – Finding the pain point and speaking with clarity.

25:04 – The three blanks.

28:39 – Avoid jargon.

31:06 – How to keep challengers when the six weeks are over.

Driven Nutrition: Consistency Brings Success in a Tough Market

Thu, 06 Feb 2020 00:00:00 -0500

There's a lot of competition in the fitness business.

Gone are the days where being a great coach and offering a great product are enough to get you clients—that's the bare minimum. Every successful gym has great coaches and great products, so what makes you different?

Jason Rule, founder of Driven Nutrition, is faced with the same question daily. The supplement industry is vast and competitive, with celebrity endorsements and secretive formulas and business plans that rely on deceit. But with 1,600 gyms on his client roster, Jason's figured out a thing or two.

Here, Certified Two-Brain Mentor Jay Williams interviews Jason on the tricks of the trade. You'll learn how he gets new clients, why he prioritizes relationships over volume and his processes for continuing to improve his business and build brand loyalty.

Links:

Driven Nutrition
"Founder, Farmer, Tinker, Thief"
Book a free call with a Certified Two-Brain Mentor

Contact:

Instagram: @drivennutrition, @jason_rule

Timeline:

0:43 – Starting Driven Nutrition and finding a market in CrossFit.

2:16 – Teaching gym owners not to fear profit.

5:44 – How to get referrals.

9:26 – Standing out amidst the competition.

12:20 – Celebrate the people who pay you money.

14:03 – The webinar for 15 people: an exercise in starting small before you scale up.

19:02 – The mission of Driven Nutrition.

20:48 – Surviving sleazy competition and how to win back the clients they take.

25:24 – Using setbacks as learning experiences.

28:07 – What makes Driven Nutrition different.

31:12 – Combining a great product with honest pricing—and still making a profit.

33:03 – Why gym owners shouldn’t be afraid of buying a new car.

35:16 – How to define your core values.

36:49 – Gym owners: Don’t reinvent the wheel when it comes to supplements.

38:40 – Educate yourself.

42:51 – Recommendations from Jason’s bookshelf.

Meg Reardon: Games (and Dog) Training

Wed, 05 Feb 2020 00:00:00 -0500

Meg Reardon is an elite athlete. After playing field hockey at the University of California Davis, she competed twice as an individual at the CrossFit Games and is slated for her third Games appearance in August.

But what you wouldn't guess by looking at the leaderboard is that she's also a small-business owner. Five years ago, Meg founded Wags and Weights, a lifestyle brand for fitness enthusiasts and dog lovers. The company also supports animal shelters and rescues.

In this episode, Sean Woodland speaks with Meg about her athletic career, her unique decision to scale back her training after her first Games appearance and how she's preparing for the 2020 Games. You'll also learn more about how and why she started Wags and Weights and all the great things the company is doing for dogs and rescues.

Links:

Wags and Weights
Book a free call with a Certified Two-Brain Mentor

Contact:

Instagram: @megg_a_tron, @wagsandweights

Timeline:

1:46 – Before CrossFit: Field hockey and growing up fast.

3:35 – Inspired by CrossFit Games women.

5:09 – Becoming a CrossFit competitor.

6:43 – Making the Games—and then backing off.

8:58 – Back on the field in 2019.

11:00 – Learning to train to peak at the Games.

13:04 – Founding Wags and Weights.

16:11 – Giving back to the rescue community.

18:20 – Bringing people together through fitness, business ownership and dogs.

19:23 – Business lessons learned from Games training.

21:51 – Keeping the brand fresh.

22:52 – Partnering with Barbells for Bullies.

24:27 – How you can help.

The Freakout-Free Cure for Rising Ad Costs on Facebook

Mon, 03 Feb 2020 00:00:00 -0500

Last month your Facebook ads cost $10 a lead. Now they cost $50. What gives? And should you pull the plug on Facebook advertising?

Not just yet. Rising ad costs are normal and to be expected, especially if you're advertising to a local market. But that doesn't mean ads are a dead end. It's all about knowing your numbers.

In this episode of Two-Brain Radio, digital-marketing expert Mateo Lopez will tell you how to calculate appropriate ad spend, what to do when ad costs go up and why you don't need to panic when they do.

Links:

Free Tools
Book a Free Call with a Certified Two-Brain Mentor

Contact:

mateo@twobrainbusiness.com
mike@twobrainmedia.com

Timeline:

1:19 – Why ad costs increase.

3:07 – How much should you spend on leads?

5:57 – The importance of knowing your numbers.

6:53 – You need to know what your client acquisition cost is.

9:24 – Marketing spend put in perspective.

11:48 – It’s no longer enough just to be a good coach with good programming. You have to market.

14:43 – Social-media spending is rising—don’t get dusted by the competition.

18:18 – How to calculate your client acquisition cost and marketing budget per lead.

24:16 – How length of engagement and average revenue per member affect client acquisition cost.

26:51 – Refreshing your offer and ad creative to reach new leads.

StoryBrand: Can It Help You Acquire More Clients?

Thu, 30 Jan 2020 00:00:00 -0500

What's your 30-second elevator speech? That your gym is state of the art? That you have all the best equipment, the most qualified trainers and the smartest programming around?

That's cool, but it's probably not going to get you many new clients. Customers don't want to hear you talk about yourself; they want you to talk about them. How they'll accomplish their goals and improve their lives with your product or service.

It's not rocket science; all you have to do is tell a story—and make sure the customer is the lead character.

Here, Two-Brain mentor Jay Williams shares what he learned from Donald Miller's "Building a StoryBrand: Clarify Your Message So Customers Will Listen" and the two-day StoryBrand workshop in Nashville.

You'll learn about the seven basic plots of all stories and the seven steps of every hero's journey. Then, you'll learn how to apply it all to your business and tell the stories your customers will resonate with.

Links:

StoryBrand
"Building a StoryBrand: Clarify Your Message So Customers Will Listen"
CrossFit Hale
Free Tools
Book a Free Call

Contact:

jay@twobrainbusiness.com

Timeline:

3:56 – What happened after Jay Williams started implementing the StoryBrand method at his gym.

5:38 – A lesson from Lego.

6:19 – What happens at the StoryBrand workshop.

8:51 – The importance of clarifying your message.

11:07 – Invite your customers into a story.

11:51 – The seven basic plots of every story ever written.

13:41 – Get to know your hero character.

15:50 – Identify internal and external problems.

16:57 – Become the guide.

17:36 – You are not the hero, but you need authority.

20:28 – Give them a plan.

21:56 – Call them to action.

24:17 – Lead magnets as transitional calls to action.

26:52 – Immediate, long-term, specific and general success.

30:10 – The storytelling mistake most gyms are making.

31:58 – Pairing the script with No-Sweat Intros.

34:08 – Make sure your story resonates with the audience you’re trying to reach.

36:39 – Do you need to go to a StoryBrand seminar?

40:29 – Experiment and test.

43:43 – Applying StoryBrand principles to your website content.

46:34 – StoryBrand: Is it the answer to all your problems?

Dogging It in Every WOD: Alex Castiglione and Bully Breeds

Wed, 29 Jan 2020 00:00:00 -0500

More than a million dogs are euthanized in shelters each year. Many are pit bulls or other bully breeds, which are often stereotyped as vicious and sometimes outlawed by local government.

Alex Castiglione is working to change all that.

When Alex visited a shelter after losing his beloved bully, Chops, he noticed all of the unadopted dogs were bully breeds. Soon after, he and his wife founded Barbells for Bullies, a nonprofit organization raising funds and awareness for animal rescues all over the country, with an emphasis on bully breeds.

He and Sean talk about what motivated him to start his organization, the prevailing misconceptions about bully breeds and what people can do in their own communities to help local shelters and rescues.

Links:

Barbells for Bullies
Free Tools

Contact:

Instagram: @barbellsforbullies
info@barbellsforbullies.org
alex@barbellsforbullies.org

Timeline:

1:39 – Alex's first CrossFit workout: "I was not prepared."
2:40 – How he fell in love with bully breeds.
4:36 – Stigma surrounding bully breeds.
5:58 – Founding Barbells for Bullies.
8:18 – CrossFit + bullies = a perfect match.
9:11 – From one 80-athlete competition in 2016 to 12 events in 10 cities in 2018.
10:36 – Managing growth and scalability.
13:26 – What Barbells for Bullies has done so far.
15:59 – There's no such thing as bad dogs; there are only bad owners.
17:21 – PAW-tners in fitness and advocacy.
19:30 – The Underdog Fund: taking dogs off death row.
21:02 – The future of Barbells for Bullies: More partners, more events and more dogs saved.
25:00 – What people can do to help.
28:44 – What keeps Alex motivated to grow Barbells for Bullies while also working full time and attending graduate school.

Using Organic Content to Support Advertising

Mon, 27 Jan 2020 00:00:00 -0500

The photo was perfect.

The beads of sweat brilliantly illuminated, the chalk dust billowing through the air. At the center, your buddy hitting a PR clean. So why does it only have three likes?

Social-media algorithms are constantly changing, and the dance between paid and organic marketing can seem complicated and confusing. Neither paid nor organic posts are enough on their own: You have to use them both in complementary ways to build your audience, get people to trust you and eventually get them to buy.

In this episode, marketing expert Mateo Lopez will demystify the process and give you actionable steps for creating paid ads and organic content that work well together. You'll also learn why he never boosts organic posts.

Links:

Free Tools
Book a Free Call
The Clogs in Your Funnel: And How to Kill Them
How to Start a Business Blog—and Fill It

Contact:

mateo@twobrainbusiness.com
mike@twobrainmedia.com

Timeline:

1:41 – Is organic reach dying?

7:20 – And if so, what’s the point of it?

7:51 – The importance of organic content for ad algorithms.

9:05 – Using organic content to build an audience.

11:24 – How organic marketing directed to warm leads can result in more conversions.

13:35 – What you can learn from Doritos’ crazy bold ad campaign.

16:16 – Using organic materials to build trust.

18:42 – How organic content can improve retention.

19:24 – Organic content as a testing ground for paid ads.

22:01 – Why Mateo doesn’t boost posts.

23:19 – Congruity in your messaging: Make sure your ads and organic content share a consistent narrative.

28:08 – Using blog posts and pictures to pad paid campaigns.

31:33 – Produce content regularly to prime the pump.

33:20 – How to start producing content and the Power of 10.

The $1 Million Gym Built by Two Guys Who Once Rationed Paper Towels

Thu, 23 Jan 2020 00:00:00 -0500

What would it be like to own a million-dollar gym? Would you be rolling in dough? Sleeping in every day, never having to worry about another bill again?

Not quite—but it's still pretty awesome.

Peter Brasovan and Jared Byczko opened NapTown Fitness in a tiny space in an ex-FBI building for $500 a month's rent. In the early days, they kept the lights off and the heat low, and they posted a sign on the bathroom: "No more than two paper towels, please." Today, NapTown has multiple locations, several intrapreneur-operated core offerings, 44 staff members and $1 million in annual revenue.

In this episode, Peter and Jared talk with Chris Cooper about how they did it: the lessons they learned, the strategies implemented and the mindset it takes to go from Farmer to Tinker.

Links:

NapTown Fitness
"Founder, Farmer, Tinker, Thief"
Book a Free Call with a Two-Brain mentor

Contact:

info@naptownfitness.com

Timeline:

2:09 – From childhood friends to workout buddies to business partners.

4:16 – NapTown’s first location: a space in an ex-FBI building for $500 a month.

5:32 – Defining roles from the start.

6:51 – Honing the early picture of success.

10:06 – Does a million-dollar gym make them millionaires?

11:16 – Growing ideas into core services.

15:45 – The key: start small.

17:16 – Before you diversify, prove your concept.

18:49 – To identify “champions” of your core services, mentor your staff.

21:07 – The security of being a $1 million gym: The freedom to take on the best clients for the gym.

22:51 – “Loves and loathes.”

24:55 – Replacing themselves in lower-value roles, but doing so strategically.

28:04 – The challenges of being a $1 million gym.

28:29 – Which programs get the money?

31:26 – The pressure and responsibility of needing to make $83,000 a month to make payroll.

35:08 – A look at the books: NapTowns’ profit ratios.

38:50 – How NapTown keeps its expenses under control.

41:26 – Long-term strategies for building wealth.

43:20 – What’s next?

Kari Pearce: The Fittest Woman in the United States

Wed, 22 Jan 2020 00:00:00 -0500

In Kari Pearce's first CrossFit Open, she could barely do a set of 10 double-unders. A few months later—after less than a year of CrossFit—she qualified for the CrossFit Games in 2015.

What Kari lacked in experience she made up for with a robust athletic background. She was a gymnast for nearly 20 years and competed on the gymnastics team at the University of Michigan in college. She took up weightlifting after her college gymnastics career was over.

Kari has finished in the top 10 at the Games from 2016 onward and has also been named the fittest woman in the U.S. for the past three years. Here, she speaks with Sean Woodland about how her gymnastics career set her up for success in CrossFit and how she's working to become the first American woman to stand on the Games podium since 2014.

Links:

Book a Free Call with a mentor

Contact:

Instagram: @karipearcecrossfit

Timeline:

1:26 – Starting gymnastics at just 3 years old.

2:27 – Training 20 hours a week and mental toughness as a young child.

3:21 – Developing a work ethic in the gym.

4:08 – Competing on the University of Michigan gymnastics team while also managing her studies.

7:31 – Finding weightlifting after college.

9:00 – Embracing CrossFit after first rejecting it.

11:25 – Qualifying for Regionals after her first Open—depsite being bad at double-unders.

13:51 – Her rookie CrossFit Games experience.

16:35 – The fire to do better.

18:18 – Taking fifth in 2016.

20:22 – The key to sustained success.

21:59 – Pursuing the podium.

24:10 – Best Games memories: Doing Mary strict.

26:47 – On what it takes to succeed at the Games in its new format.

27:47 – Rehabbing a slight Achilles injury.

30:15 – Plans for Sanctionals and training to peak at the Games.

Creating Truly Irresistible Bribes for Online Marketing

Mon, 20 Jan 2020 00:00:00 -0500

You're running ads for your gym. You've honed your copy and paid the man to boost them. Still, no bites. What's the problem?

It's hard to get strangers to buy into your core offering when they know nothing about you or whether your program works. That's why in addition to your regular advertising, you need lead magnets.

Lead magnets are smaller—but still valuable—offerings that give people something in exchange for their contact info. They don't have to be expensive or complicated, and they're a great way to widen your lead funnel and get more people in it.

In this episode, digital-marketing expert Mateo Lopez shares the key elements of effective lead magnets and how you can get started making your own.

Links:

Free Tools
Book a Free Call

Contact:

mateo@twobrainbusiness.com
mike@twobrainmedia.com

Timeline:

1:48 – Lead magnets: Really great bribes.

2:53 – Where lead magnets go.

5:01 – The purpose of lead magnets: to get people into your lead funnel.

6:43 – Positioning your company as an authority figure.

7:08 – The importance of presentation.

9:21 – The mistake many gyms make with their ads.

11:15 – Removing risk for the prospect.

13:00 – Lead magnets can double as retention tools.

13:58 – A few examples.

16:11 – Be irresistible and specific.

17:39 – Solve a problem.

18:20 – Offer a quick, small win.

19:25 – Make it actionable.

20:09 – Lead magnets should be easily digestible.

22:11 – Cost of production.

22:30 – Follow through: Make sure your lead magnet delivers on its promise.

24:07 – More on establishing authority.

25:15 – Real and perceived value.

26:00 – Design matters: Proofread.

27:20 – Don’t steal photos.

29:00 – Scarcity and urgency.

What Jason Ackerman Learned From 10,000 Hours of Coaching

Thu, 16 Jan 2020 00:00:00 -0500

What makes a better coach: an impeccable eye or a sense of empathy? Do you need to be a full-time coach to be a professional? What makes someone a not-so-great coach?

Jason Ackerman is a career coach. He's owned multiple gyms and coached more than 10,000 trainers as part of the CrossFit Seminar Staff. With all that experience comes not only a wealth of technical knowledge but also a keen sense of the soft skills of coaching.

He recently wrote a book called "Best Hour of Their Day," and on this episode, he joins Chris Cooper to discuss how coaches can give their clients just that.

Links:

"Best Hour of Their Day"
"Founder, Farmer, Tinker, Thief"

Contact:

Instagram: @thejasonackerman

Timeline:

1:40 – Catching up with Jason Ackerman.

4:00 – Jason’s “10,000 hours.”

6:05 – It doesn’t matter if you can coach the air squat if no one wants to be around you.

7:34 – The importance of soft skills.

9:14 – How the book came to be.

10:46 – Taking a look at himself.

12:52 – Be punctual.

14:43 – Coaches need to care.

15:30 – Ask one more question.

18:31 – Keep learning.

22:15 – What NOT to do.

24:39 – Do you have to be a full-time coach to be a great coach?

26:12 – Knowing your limit.

27:28 – Your clients deserve a professional experience.

29:40 – Give every client a win—even if the class is huge.

Emily Bridgers: Five-Time Games Athlete, First-Time Mom

Wed, 15 Jan 2020 00:00:00 -0500

Emily Bridgers has been a competitor for most of her life. After a 16-year career as a gymnast, she competed at the CrossFit Games as an individual five times. Her best finish was 6th in 2014.

So what do competitors do when they stop competing?

In this episode of Two-Brain Radio, Emily speaks with Sean Woodland about her competitive career and why she decided to retire after the 2018 Games—despite being pulled off the field early with a dislocated ankle.

She shares what fitness looks like for her today as she manages CrossFit Terminus and raises her first child. She also opens up about how hard it is to turn the competitive switch off and what it would take to get her back on the floor.

Links:

CrossFit Terminus
Two-Brain Business Free Tools

Contact:

Instagram: @emilybridgers

Timeline:

1:50 – Finding competitive drive in gymnastics.

2:42 – The physical and mental toll of years of gymnastics training and competition.

4:25 – Dealing with the end of her gymnastics career after injury.

7:01 – Finding a new competitive spark in CrossFit.

10:21 – Emily’s first Games experience: fueled by nerves.

13:14 – Taking on new opportunities in fitness competition.

14:16 – The 2015 and 2016 Games: “The biggest disappointments of my entire career.”

15:03 – Wrecked by Murph and pushing through anyway.

19:01 – Finding fun in off-season events.

20:24 – Deciding to retire in 2018.

23:03 – “Is my foot facing the wrong way?”

24:52 – Why there (probably) won’t be one more year of CrossFit competition for Emily.

26:25 – Life as a new parent.

28:07 – Training one hour a day and loving it.

30:05 – Setting an example for daughter Riley.

31:00 – Turning off the competitive switch—it’s not easy.

32:55 – What it would take for Emily to compete again.

34:12 – Emily’s message to the next generation of athletes: Make sure you truly love it.

How to Write Facebook Ads That Make People Click and Buy

Mon, 13 Jan 2020 00:00:00 -0500

How do you get people to click on your Facebook ads? And how do you write ads that entice your audience without sounding slimy?

It's not as hard as it might seem. And while you could hire a pro, you definitely don't have to.

In this episode, digital-marketing expert Mateo Lopez unpacks the components of a great Facebook ad. You'll learn how to write in different tones to match your target audience and what information to include—and he'll give you a few great examples along the way.

Links:

Free Tools
Book a Free Call

Contact:

mateo@twobrainbusiness.com
mike@twobrainmedia.com

Timeline:

2:00 – Do you need to be a professional writer to write good ad copy?

7:17 – Before you write a word, know your offer.

8:24 – The more attractive your offer, the more successful the ad.

10:14 – The aggressive lens.

12:52 – The benefit-driven lens (for all the Spocks out there).

14:35 – The inspirational lens.

17:29 – Using Facebook to tell you which ads work.

18:51 – What to do if you don’t want to write ads yourself.

19:55 – And if you do, templates can help.

19:41 – Result + time period + handle the objection.

22:03 – Action + time period + result.

24:38 – You gotta get people to stop scrolling.

25:06 – Hooking your audience with a question.

27:01 – Hooking them with an anecdote.

28:28 – Solve the problem/make your offer.

30:28 – The power of scarcity.

31:43 – Offer proof and/or authority.

32:41 – Relate back to the reader.

33:45 – Don’t forget a call to action.

36:54 – Look for examples in the wild.

37:45 – Check out what the competition is doing.

38:45 – Test, check your data, revise, retest.

Stockholm Success: How to Build an Audience With Per Mattsson

Thu, 09 Jan 2020 00:00:00 -0500

Say you've got a great idea for a killer event in your community. Maybe it's a local competition. Maybe it's a networking or continuing-education event. How do you get people to actually attend?

Just do what Per Mattsson did.

Per is a Two-Brain Business mentor and the founder of Coaches Congress, a multi-day event in Sweden for gym owners and coaches. The Congress is attended by fitness professionals from around the world, and it features world-class speakers and exhibitors.

But the Coaches Congress started just like any other event—as an idea. Per grew it from the ground up, sourcing speakers from his personal networks and personally inviting people to attend. Without little to no real marketing efforts, he grew his audience from around 80 people the first year to nearly 300 in 2019.

In this episode, he'll tell you step by step how he cultivated his audience and established so much trust that when last year's keynote speaker backed out—Greg Glassman himself—only two people asked for a refund.

Links:

Buy tickets to the Coaches Congress 2020
"Founder, Farmer, Tinker, Thief"

Timeline:

2:06 – What is the Coaches Congress?

2:59 – Where did the idea come from?

5:33 – Why not pair a business event with a competition?

7:30 – Diving in without worrying about potential problems.

8:50 – How to get people to show up.

10:39 – Engaging the audience before and after the event.

12:59 – Finding great speakers.

15:09 – How to attract sponsors and exhibitors.

18:27 – Why people come to the Coaches Congress.

19:54 – What to do when your key speaker backs out.

23:12 – Coaches Congress 2020: More world-class speakers, workshops and value.

26:17 – The key to building a robust, trusting audience: communication.

Why Kevin Ogar Wouldn't Trade the Last Six Years to Walk Again

Wed, 08 Jan 2020 00:00:00 -0500

What would you do if in a single moment, everything you had worked so hard for was wrenched from your grasp forever? Scream? Cry? Give up?

Kevin Ogar may have screamed and cried after the accident that left him—a lifelong athlete —paralyzed from the waist down, but he didn't give up. He rolled with it, finding purpose in helping adaptive athletes, veterans and able-bodied people alike change their lives through fitness.

After the accident, Kevin went on to become a member of the CrossFit Seminar Staff, teaching the Adaptive Training specialty course (he now works with the independent Adaptive Training Academy, which teaches a CrossFit-preferred course). He opened his own gym, CrossFit WatchTower, and co-founded the Reveille Project, a nonprofit that uses fitness, nutrition, community and faith to help veterans post-active duty. Kevin also competed on the U.S. Paralympic Powerlifting team.

Listen to Kevin's interview with Sean Woodland to learn how he stays positive and driven—and get his advice for how you can do the same.

Links:

CrossFit WatchTower
Adaptive Training Academy
The Reveille Project
OGAR: Will of Steel

Contact:

Instagram: @kevinogar

Timeline:

1:24 – Kevin Ogar, pre-CrossFit: a “meathead.”

2:28 – His first CrossFit workout and the “Kevin-sized hole in the wall.”

4:17 – Becoming a competitor.

5:58 – The accident.

7:27 – Rehabilitation at Craig Hospital.

8:52 – Getting through the low moments.

10:32 – The response from the CrossFit community.

12:20 – Moving forward.

13:13 – Opening an affiliate and the power of coaching.

14:52 – The Reveille Project

17:03 – On the power of helping others.

17:59 – Joining the U.S. Paralympic powerlifting team.

19:12 – On the adaptive-athlete community.

20:55 – What it’s like to be an inspiration.

22:17 – Helping others get through similar struggles.

23:33 – Where does his positivity come from?

24:54 – Helping people understand what it’s like to be disabled.

26:20 – On being a newlywed: “I get less of my bed now.”

28:24 – Lessons learned since that fateful day in 2014.

29:05 – Refining a sense of purpose.

29:54 – Why he wouldn’t trade everything that’s happened for the ability to walk again.

The 11 Best Books of 2019 for Microgym Owners: Chris Cooper’s Definitive List

Tue, 07 Jan 2020 00:00:00 -0500

Did you resolve to read more in 2020? We've got you covered.

Chris Cooper reads for at least an hour every day—often via audiobooks on Audible—and in this special, extra episode of Two-Brain Radio, he shares highlights from his bookshelf in 2019.

He shares summaries of his favorites and honorable mentions—as well as some that he didn't like, but you might—and which phases of entrepreneurship the books are best suited for.

Links:

View full reading list here.

Contact:

chris@twobrainbusiness.com

Timeline:

2:00 – Top tips for buying and learning from books.

4:08 – “This Is Marketing,” Seth Godin

4:54 – “Scaling Up,” Verne Harnish

5:27 – “Never Lose a Customer Again,” Joey Coleman

6:09 – “Leadershift,” John Maxwell

7:25 – “The Courage to Be Disliked,” Ichiro Kishimi

8:07 – “Never Split the Difference: Negotiating as if Your Life Depended on it,” Chris Voss

9:12 – “Clockwork,” Mike Michalowicz

10:30 – “Rebook,” Jerry Colonna

11:37 – “The Alter Ego Effect,” Todd Herman

12:54 – “12 Rules for Life,” Jordan Peterson

14:10 – “Turning the Flywheel,” Jim Collins

14:58 – “Atomic Habits,” James Clear

15:28 – “Turn the Ship Around,” David Marquet

16:07 – “The Like Switch,” Jack Schafer

16:30 – “Principles,” Ray Dalio

17:10 – “This I Know,” Terry O’Reilly

17:40 – “Building a Storybrand,” Donald Miller

18:20 – “Simple Numbers,” Greg Crabtree

18:56 – “Vivid Vision,” Cameron Herold

19:39 – “Can’t Hurt Me,” David Goggins

20:04 – “The Zappos Experience,” Joseph A. Michelli

20:59 – “Founder, Farmer, Tinker, Thief,” Chris Cooper

22:06 – “Who Do You Want Your Customers to Become,” Michael Schrage

22:48 – “Competing Against Luck,” Clayton Christensen

23:42 – “Abundance,” Peter Diamandis

23:57 – “Contagious,” Jonah Berger

24:29 – “The Infinite Game,” Simon Sinek

25:45 – “The Culture Code,” Daniel Coyle

26:49 – “Resilience,” Eric Greitens

It Got Weird: True Marketing Tales From the Cold Lead Files

Mon, 06 Jan 2020 00:00:00 -0500

"Sorry, I can't make it to our appointment tonight; my dog is sick."

"I just got called in to work."

"I lost my job between last night and this morning ... "

Sound familiar?

If you own a gym, you've probably heard all these excuses and more for why a lead—who has willingly clicked on your ad and opted in—suddenly can't take your call or book an appointment.

Sometimes it's legit. But take a look at your lead sheet and note the frequency with which sudden emergencies, tragedies and wild, unpredictable obstacles occur, and you'll notice a pattern.

Here, Mike Warkentin of Two-Brain Media and digital-marketing expert Mateo Lopez open the valve and vent. You can take comfort in knowing it isn't just you who gets the last-minute excuses or gets ghosted all together.

You'll also learn why in the grand scheme of things, it's not that big a deal—and how to reframe rejection into an opportunity for future success.

Links:

Free Help Kit
Book a Free Call

Contact:

mateo@twobrainbusiness.com
mike@twobrainmedia.com

Timeline:

2:03 – Free gifts, Jay-Z and Will Smith.

5:53 – Ghosts are real—and they won’t return your call.

8:03 – Working past the hyperactive ad-clickers.

9:51 – Why people make excuses.

10:18 – I don’t always have kids, but when I do, they’re sick.

10:52 – Still, ghost leads aren’t money down the drain.

11:08 – Sudden divorces and the lead who wouldn’t stop crying.

13:49 – If it were really a bad time, they wouldn’t have picked up the phone.

14:56 – They can’t come in? Make the pitch on the phone.

16:20 – The midnight firing.

17:27 – Weed out out-of-staters by making sure your ad settings are accurate.

18:56 – Treacherous weather (i.e., light winds and a sprinkling.)

20:06 – The doctor’s “note.”

20:44 – When they can’t come in, but want free stuff anyway.

21:51 – The influencer epidemic.

24:20 – Glitching calendars and flat tires.

25:01 – And then there’s spam.

26:20 – Bait-and-switch gyms are ruining it for everyone.

27:46 – Lost keys and perpetual errands.

30:00 – When they cancel AFTER you’ve already made the sale.

31:05 – They made an appointment, but they don’t know how it happened.

32:19 – How to weed out no-shows before they happen.

33:17 – Think like a quarterback.

33:47 – Stay professional: Today’s excuse-maker could be next year’s new member.

Behavior Change: How to Turn New Year's Resolutions Into Long-Term Success

Thu, 02 Jan 2020 00:00:00 -0500

January.

It's the time for resolutions and goal setting, and many gyms see an influx of new or re-committed members in these first days of the year.

But what happens when the novelty wears off? When temptation creeps in and setbacks occur?

This episode of Two-Brain Radio is all about human behavior. Chris Cooper speaks with Ty Krueger, owner of Packerland CrossFit and founder of the Behavior Change Collective, which helps families with children struggling with behavior issues.

Ty has a master's degree in applied behavior analysis, is a board-certified behavior analyst and previously served as clinical director for an autism treatment center. In this episode, he brings his expertise to the gym, sharing how owners can help clients make positive behavior changes and stick with them for the long haul.

Links:

Behavior Change Collective
Packerland CrossFit
"Founder, Farmer, Tinker, Thief"

Contact:

behaviorchangecollective@gmail.com
Facebook: The Behavior Change Collective
Instagram: @behavior_change_collective

Timeline:

1:00 – Finding a passion for studying human behavior.

3:29 – Joining CrossFit after gaining “sympathy weight” during his wife’s pregnancy.

4:20 – Opening Packerland CrossFit.

5:29 – What is behavior analysis?

6:36 – Bringing behavior analysis to the gym.

8:05 – It’s all about building personal relationships with clients.

9:03 – Why most resolutions fail.

10:06 – Seven layers of “why.”

11:54 – Turning “can’t-do” goals into “can-do” goals.

14:37 – How to set clients up for success.

16:07 – How to keep clients on track.

18:12 – The importance of check-ins and follow-ups—even with longstanding clients.

20:32 – Maintaining one-on-one relationships during in influx of new clients.

22:10 – The importance of treating every client as an individual.

24:15 – All about the Behavior Change Collective.

27:56 – Three things gym owners need to do to improve client behavior and retention.

The Speal Deal: 40 Minutes With a Fitness Legend

Wed, 01 Jan 2020 00:00:00 -0500

Chris Spealler was the underdog of CrossFit, competing against men weighing up to 70 lb. more than him and holding his own. That's what made him relatable—that and his big heart and tremendous work ethic.

"Speal" is an eight-time CrossFit Games competitor (7 individual, 1 master). He stood on the podium three times during his individual career. Time after time, he won fans' hearts and earned their cheers as he struggled against heavy weight, the last man standing on the floor.

He retired to a standing ovation in 2014 and now focuses on his affiliate, CrossFit Park City in Utah, running the Icon Athlete online training program, and using his fitness to enrich his life outside the gym with his wife and children.

You'll get to hear about some of the memorable moments from Chris' competitive career, how he transitioned from training for competition to training for life and what good programming looks like.

Links:

Two-Brain Business Free Tools
Icon Athlete Programming

Contact:

Instagram: @cspealler

Timeline:

1:40 – Athletics before CrossFit: a little bit of everything.

2:54 – Why Speal loved wrestling.

3:34 – Learning work ethic from wrestling, “the hardest sport in the world.”

4:54 – After wrestling, finding purpose in CrossFit.

6:21 – Why wrestlers make the best CrossFit athletes.

7:16 – Competing at the first CrossFit Games in 2007.

8:57 – How his training changed as the Games evolved.

10:13 – The dog sled in 2011: It wasn’t the shoes’ fault.

11:52 – Qualifying out of the 2012 Regional: “old-school CrossFit to a T.”

13:45 – On missing the Games in 2013—and deciding to try one more time.

15:24 – The “elder statesman” of 2014.

16:53 – The 2014 CrossFit Games: a farewell tour.

19:04 – On being the underdog.

20:27 – Dealing with intimidation.

22:01 – On being the strongest man in the world—according to the sixth-graders at his son’s school.

23:34 – Why go masters in 2017?

24:31 – Trading training for competition to training for life.

27:22 – Starting Icon Athlete.

30:27 – The difference between good and bad programming: volume.

31:56 – Advice for aspiring competitors.

32:54 – How to train well as a masters athlete.

35:06 – Lessons learned from 13 years of CrossFit.

Simple Sales Tips: How to Sell This Pen to Anyone

Mon, 30 Dec 2019 00:00:00 -0500

Mike Warkentin is writing his memoir, and he needs a new pen to do it. Can Mateo Lopez give him the perfect pitch?

Your prospective clients probably don't need pens, but they do need fitness—and in this episode of Two-Brain Radio, Mateo will show you what an effective sales pitch looks like. You'll learn what to say and when, how to get in touch with the client's "why" and why your programming and community aren't going to seal the deal.

You'll also get to observe an effective sales funnel in action as Mike opts in for more info on two gyms' websites live on air.

Links:

Building a Sales Engine
Book a Free Call
Two-Brain Business Free Tools
"Help First"
Make More Money: The Secrets of Ad Targeting
Forever Fierce

Contact:

mateo@twobrainbusiness.com
mike@twobrainmedia.com

Timeline:

2:57 – Putting real lead funnels to the test.

5:40 – Who’s checking your notifications?

7:29 – Jack Wheeler’s automated texts.

8:57 – It’s not enough to be a great coach—you have to learn how to sell.

10:30 – Current vs. desired situations.

12:41 – You’re not selling community.

14:07 – After the desired situation is achieved.

15:31 – Julie Johnston and the double dial.

19:00 – You need to constantly re-evaluate the desired situation.

20:22 – How Jack Wheeler builds a sales-friendly environment.

25:43 – Matep Lopez’s sales process: Step one—build rapport.

27:16 – Take the lead.

28:23 – Find the “why.”

29:14 – Connecting past obstacles with what your program has to offer.

30:23 – Kicking the bruised knee.

32:19 – Offering the solution.

35:03 – Identifying obstacles and filling the void.

38:06 – Sell results, not programming.

41:24 – Dealing with objections.

45:00 – How to get better at sales.

46:24 – Selling the pen.

How to Be Happy: Tips From Bonnie Skinner

Thu, 26 Dec 2019 00:00:00 -0500

You opened a gym because you wanted to help people improve their lives with fitness.

But lately, you've been more stressed than passionate. The gym is short-staffed and you've been working 12-hour days. You lie awake at night worrying about cash flow and coaching feels like a chore. What used to be a source of joy now feels like a burden.

How did you get here? And how do you get happy again?

Psychotherapist Bonnie Skinner will tell you in this episode of Two-Brain Radio.

Links:

Book a Free Call

Contact:

Bonnie Skinner

Timeline:

0:53 – The connection between physical fitness and happiness.

1:36 – The long-term effects of exercise on happiness.

3:52 – The best workout for depression? Just move.

5:01 – Anxiety and depression: imbalances of input and output.

6:09 – The difference between situational and long-term anxiety.

8:18 – Depression and the mental bank account.

10:25 – Increased output during the holiday season leads to increased anxiety.

12:13 – Defining depression: What is your brain responding to?

16:26 – Managing anxiety.

19:50 – Prioritize meaning and engagement.

21:45 – What to do when the thing that brings you meaning is also the thing making you anxious.

23:31 – Paying attention to the cues your body is sending.

25:33 – Check your baseline.

27:37 – Practice self-awareness with regular personal check-ins.

31:36 – Balancing your flywheel.

All the Cool Stuff Matt Chan Did After Not Dying in 2014

Wed, 25 Dec 2019 00:00:00 -0500

Matt Chan has done a lot of things.

He's taken second at the CrossFit Games, owned a gym, traveled the country in an Airstream trailer, survived a nearly deadly mountain-biking accident—oh, and that time he sharted 5 minutes before his heat at Regionals.

In this episode of Two-Brain Radio, Matt tells Sean Woodland all about those experiences and more, reflecting on his six-year CrossFit Games history, his programming company, Train for the Win, and how fitness enables him to experience life to the fullest.

Links:

Train FTW
Two-Brain Business Free Tools
"Founder, Farmer, Tinker, Thief"
"Two-Brain Business"
"Two-Brain Business 2.0"
"Help First"

Contact:

Instagram: @matt1chan

Timeline:

1:55 – Finding CrossFit through firefighting.

4:12 – Becoming a competitor.

5:33 – The early days of the Games at the ranch in Aromas.

7:38 – Taking second in 2012.

8:57 – The importance of having a supportive partner while competing.

10:06 – On being the oldest individual to podium at the CrossFit Games.

11:22 – Sportsmanship and breaking ground in competitive CrossFit.

14:03 – Starting Train for the Win.

15:32 – Reflecting on the evolution of the CrossFit Seminar Staff and the Level 1 course.

20:30 – Top mistakes aspiring competitors make today.

24:08 – Training as a master.

26:06 – Selling his house, moving into an Airstream and becoming “trailer trash.”

29:50 – How Matt qualified for the 2013 Games out of the Airstream trailer.

31:18 – The crop-dusting incident.

32:43 – Taking fitness outside the gym.

34:42 – The bike accident that almost killed him and the sickness-wellness-fitness continuum.

37:00 – The next stages in Matt’s fitness career.

Make More Money: The Secrets of Facebook Ad Targeting

Mon, 23 Dec 2019 00:00:00 -0500

Facebook marketing. You know you need it, but that's about all you know.

Should you target your ads as widely as possible in the hopes of reaching more people? Should you tighten the focus on certain demographics? What's more important, gender or age?

Digital-marketing expert Mateo Lopez is on Two-Brain Radio to demystify Facebook ad targeting and teach you which net you need to catch the fish you're looking for.

Links:

Free Tools
Book a Free Call
Healthy Steps Nutrition

Contact:

mateo@twobrainbusiness.com
mike@twobrainmedia.com

Timeline:

2:27 – Narrow or broad targeting: Which is better?

5:26 – Sorry, but you’re probably not as smart as the computer.

8:00 – Geographics: Why you might not want to target by radius.

10:37 – You already know your target market—it's your current clients.

12:10 – Don’t get too specific.

14:25 – Ad sets by gender.

16:26 – Let Facebook do the work for you.

17:50 – You might not always want to target to your own postal code.

19:50 – Want to become a digital-marketing expert?

20:42 – First steps for the ad-targeting newbie.

22:08 – Costs and competition.

24:47 – The moral of the story: Experiment, track and revise.

25:40 – The strategy Mateo is too chicken to try.

The State Of The Fitness Industry 2019

Fri, 20 Dec 2019 00:00:00 -0500

There's just more than a week left of 2019. Have you thought about where you want your business to go next year?

With or without you, the fitness industry is changing. More gyms are embracing the functional-fitness model—and charging less for it—and technology is evolving to provide even more opportunities for service.

In this episode of Two-Brain Radio, Chris Cooper discusses the state of the fitness industry and what you can do to ensure success in 2020.

Links:

Building a Sales Engine
The Flywheel: How to Build Momentum and Achieve Wealth
Don't Fear the Cyber
The 6 Best Gym Management Software Platforms: Our Unbiased Review for 2019
The 7 Best Fitness Coaching Software Platforms: Our Unbiased Review for 2019
Training Coaches: Scope of Practice
"How to Start a Gym" guide and other Free Tools
Phases of Entrepreneurship test
Free Retention guide
Book a free call with a mentor

Contact:

chris@twobrainbusiness.com

Timeline:

00:31 – The state of the fitness industry.

3:00 – Where the data comes from.

5:25 – Why we don’t trust surveys.

8:10 – Trends from 2019 and what they mean for your gym.

9:48 – Why you need to produce content.

11:15 – All about retention.

12:15 – The competition you don’t know about.

13:30 – The soft skills of coaching.

14:59 – Why you need to get better at selling.

16:37 – Your business flywheel.

18:00 – Building your brand.

21:00 – Should you become—or stay—a CrossFit affiliate?

21:50 – Should you buy a franchise?

23:34 – Turning obstacles into opportunities.

25:18 – Tools you need—and the ones you don’t.

32:03 – Turning your competition into your on-ramp.

33:44 – The disappearing middle.

35:42 – How to set your business up for success in 2020.

How To Start an Online Training Business, with Jonathan Goodman

Thu, 19 Dec 2019 00:00:00 -0500

There have been three major evolutions in fitness training: First, personal training in gyms was introduced. Next, trainers left the big-box gyms to open microgyms of their own. Now, the industry is shifting to online training.

Jonathan Goodman is the founder of the Personal Training Development Center, the largest community of fitness professionals in the world. He offers the first certification for online fitness trainers, and he's here to explain how online training can be just as personal, effective and profitable—if not more—than coaching in a brick-and-mortar gym.

Jonathan and Chris talk about how online training can help coaches make more money in less time, how to get your first clients, what to do if your client doesn't have access to traditional gym equipment and how to use technology to prioritize the personal interactions that really matter.

Links:

The Personal Trainer Development Center
Ignite the Fire

Contact:

Instagram: @theptdc

Timeline:

1:26 – Working too hard for too little money.

3:36 – Learning to be an “infopreneur.”

6:37 – The evolution of the fitness industry.

9:22 – How online training solves some of the problems of brick-and-mortar personal training.

11:11 – What online training looked like in 2013.

13:18 – Do the math—then use technology to scale your ability to have a personal touch.

15:25 – How to offer unlimited online support without being available 24/7.

18:56 – The myth of expertise and the reality of accountability.

20:00 – When to automate and when to support clients in real time.

21:52 – Where to start? Get clients before you’re ready.

24:46 – Create a compelling offer.

26:43 – Permission to embrace imperfection.

29:26 – How do you train people without equipment?

33:28 – The best software for online personal training (the answer might surprise you).

37:25 – What happens after you get your first five clients: mentorship and certification.

E.C. Synkowski Still Wants You to Squat Deeper—and Eat Better

Wed, 18 Dec 2019 00:00:00 -0500

When should you eat carbs? How important is that post-workout shake? What's the best diet for general health?

E.C. Synkowski, founder of OptimizeMe Nutrition, fields questions like these every day, and on today's episode of Two-Brain Radio, she shares the answers with Sean Woodland.

You'll learn about her decade of experience on the CrossFit Seminar Staff, why she left CrossFit to pursue a career in nutrition and how she defines good nutrition.

E.C. also shares some of her top tips for choosing a nutrition plan, surviving the holidays and sticking with good habits for the long term.

Links:

OptimizeMe Nutrition
Two-Brain Business Free Tools
"Founder, Farmer, Tinker, Thief"
"Two-Brain Business"
"Two-Brain Business 2.0"
"Help First"

Contact:

Instagram: @optimizemenutrition

Timeline:

1:06 – Intro to E.C. Synkowski.

2:26 – Finding her people in CrossFit.

4:02 – How E.C. got on the CrossFit Seminar Staff: “I just kept showing up.”

5:28 – Leaving environmental consulting to work for CrossFit.

6:23 – Her role as a program manager for CrossFit.

8:42 – The power of simple messaging in nutrition.

9:44 – Starting OptimizeMe Nutrition.

11:32 – Defining good nutrition.

12:12 – Where to start when dialing in your nutrition.

13:08 – The most common nutrition mistakes people make.

16:13 – Replacing bad habits with good ones.

17:13 – The 800-gram Challenge.

19:08 – The Consistency Project.

20:18 – Nutrition and sleep.

22:20 – Surviving the holidays without undoing all your progress.

23:32 – Overcoming the biggest obstacles to starting a nutrition plan.

24:34 – Supplements: Yea or nay?

25:59 – What if you love protein shakes?

27:54 – How to maintain good nutrition when you hate cooking and don’t have time to meal prep.

29:05 – The biggest misconception about nutrition.

30:33 – How to help loved ones improve their nutrition.

How to Convert Clients With Landing Pages That Don't Suck

Mon, 16 Dec 2019 00:00:00 -0500

The best digital ad in the world is only as good as what happens after you click it.

Do people get sent to your website? To an opt-in form? To a landing page?

In this episode of Two-Brain Radio, digital marketing expert Mateo Lopez breaks down why you need a landing page and what information it should contain to get the most conversions.

You'll learn about the benefits of third-party page builders, how to organize page information to hold viewers' interest, what NOT to do on your landing page and lots more.

Links:

Incite Tax
Free Tools
Two-Brain Radio: How to Turn Prospective Clients Into Paying Clients
Two-Brain Radio: Killer Creative—How to Test Photos Photos for Facebook Ads That Convert Like Crazy

Contact:

mateo@twobrainbusiness.com
mike@twobrainmedia.com

Timeline:

3:35 – What should happen after someone clicks an ad?

4:29 – Third-party builders vs. DIY.

5:09 – Why you need a landing page.

7:31 – Why your website isn’t enough.

9:14 – Designing a call to action.

10:22 – Combating short attention spans.

12:04 – Long vs. short-form landing pages.

12:53 – Always be testing.

13:58 – What should go “above the fold.”

16:40 – Experimenting with subheads.

17:48 – When to hire an expert to create your media.

21:12 – Below the fold: What visitors should see when they start scrolling.

24:33 – How to get social proof.

25:51 – Outlining the client journey.

28:26 – Highlight the benefits of your offer.

30:08 – Show authority.

30:18 – Incentivize with scarcity.

33:10 – Kisses of death: What NOT to do.

36:16 – Don’t forget to collect contact info.

Two-Brain Radio: Scaling Up With Jason Khalipa

Thu, 12 Dec 2019 00:00:00 -0500

You probably know Jason Khalipa as a CrossFit Games legend. You might know him as the owner of NCFIT, formerly NorCal CrossFit. But did you know that he oversees more than 20 gyms and 150 employees worldwide under the NCFIT umbrella?

Jason began as many gym owners do. He opened his first gym in a 1,500-square-foot space with no credit and a shallow bank account. He coached classes, handed out flyers and did the books. Sometimes he spent the night on the gym couch.

At Two-Brain Business, we call that Founder Phase, and Jason didn't stay there long. By treating his gym as a business instead of a hobby—prioritizing sales and marketing, putting the right staff in the right seats and tapping into new markets—he turned his tiny gym into a global fitness empire.

In this episode, Jason is here with Two-Brain Business mentor Jay Williams to share how he did it and answer your questions, from payroll to whether or not to affiliate to how to start a corporate wellness program.

Links:

NCFIT
Free Tools

Contact:

Join the NCFIT Collective (Two-Brain Business customers get 50% off the first month!)

Timeline:

1:27 – How Jason got involved in the fitness industry.

2:14 – Opening his first gym.

4:13 – Getting bigger and bigger and bigger.

6:12 – Bridging coaching and community with sales and marketing.

7:10 – The secret to growth: Master the fundamentals (and pick up the phone).

9:10 – More is not always better.

10:50 – Overcoming the icon problem.

12:52 – On hiring: 1099 vs. W2.

14:11 – Focus on your strengths.

17:29 – Business success: It’s not about the Games.

19:55 – The biggest mistake gym owners are making today.

21:50 – What he’d do differently if he could start all over.

25:53 – When is it time to expand?

26:17 – The attitude that sets NCFIT apart.

27:50 – The one skill every gym owner must learn in order to level up.

28:50 – All about the NCFIT Collective.

30:41 – Expansion and quality control.

32:00 – Triaging your time.

33:46 – Do you need outside funding to start a gym?

37:44 – On offering 30- and 45-minute classes.

40:24 – How to serve both elite athletes and the general population.

41:34 – Managing client relationships.

43:04 – Creating opportunities for staff.

44:11 – When to affiliate with CrossFit Inc. (and when not to).

45:02 – How to get into corporate wellness.

45:33 – Payroll and the big picture.

47:08 – The future of the fitness industry.

48:41 – The NCFIT Collective: how to join and why.

From Games Athlete to Doctor With Julie Foucher

Wed, 11 Dec 2019 00:00:00 -0500

She's competed at the CrossFit Games four times. She stood on the podium twice. In her final year of competition, she took 8th at the Central Regional—in a boot and with a ruptured Achilles tendon.

She's Julie Foucher, and now, in "retirement," she's fighting chronic disease with two swords: fitness and family medicine.

In this episode, she and Sean Woodland talk about the memorable moments from her years as a CrossFit Games competitor, how she honed her mindset to build confidence, why she wanted to become a doctor and how she plans on helping her patients with fitness.

Links:

"Founder, Farmer, Tinker, Thief"
"Two-Brain Business"
"Two-Brain Business 2.0"
"Help First"
Free Tools

Contact:

http://juliefoucher.com/
Instagram: @juliefoucher

Timeline:

2:30 – Finding CrossFit in the dorms at the University of Michigan.

4:31 – Becoming a competitor.

5:41 – Lessons in confidence.

8:57 – Training for the Games while in medical school.

12:31 – Taking 2013 off from competitive CrossFit.

14:01 – Returning to the Games in 2014 and developing her mental game.

17:11 – Going out with a ruptured Achilles.

19:22 – Accepting the end of her competitive career.

21:16 – From high-school biology to engineering major to pre-med student.

24:00 – Which is harder: medical school or competing at the CrossFit Games?

26:32 – Staying focused for nine years before officially starting a career in medicine.

27:44 – What makes a good doctor?

28:39 – Bridging CrossFit and medicine.

32:01 – Health care and personal accountability.

33:38 – Health and the power of the mind.

35:52 – Fitness post-CrossFit Games.

40:46 – Lessons from the journey from athlete to doctor.

Killer Creative: How to Test Photos for Facebook Ads That Convert Like Crazy

Mon, 09 Dec 2019 00:00:00 -0500

What will get more people to click on your ad: a dude deadlifting or a grandma flipping a tire? The answer could be both. Or neither. It's all about targeting and testing.

In this episode of Two-Brain Radio, digital marketing expert Mateo Lopez talks creative: How to tell which images and copy generate the most leads, how often you should change your ad creative and whether or not you need fancy equipment to get the job done.

Links:

Free Tools
Driven Nutrition

Contact:

mateo@twobrainbusiness.com
mike@twobrainmedia.com

Timeline:

3:49 – Best practices for ad images.

5:00 – Changing times: Why you need video ads.

7:05 – Evaluating ad performance.

10:43 – Facebook and dynamic creative.

12:34 – Square one: Creative on a budget.

14:18 – Stock photos vs. originals.

17:42 – Sometimes winners become losers—and vice versa.

20:03 – Going against the grain.

22:06 – Big Brother: What you can’t do and how to do it anyway.

25:15 – Experiment and track.

26:47 – Stock photos, the Two-Brain Marketing library and how to “spy” on other business owners’ ad campaigns.

28:36 – When to DIY and when to go pro.

30:00 – Screw up? Don’t sweat it; just adjust.

Two-Brain Radio: "Profit First for Microgyms" With John Briggs

Thu, 05 Dec 2019 00:00:00 -0500

Too many gym owners are eating table scraps.

That is, they wait to pay themselves until all other expenses are covered, and they're left with a pittance—if anything—as profit.

In his book "Profit First," Mike Michalowicz posited a revolutionary cash-flow management system: Business owners pay themselves first, ensuring they make the profit they need to serve another day.

John Briggs, founder of Incite Tax in Sandy, Utah, has adapted Michalowicz's philosophy and program especially for microgym owners. His book, "Profit First for Microgyms," will be available in January 2020, and in this episode of Two-Brain Radio, he and Chris Cooper talk about why microgym owners should take profit first, how to do that and make sure everything else still gets paid and how much to save for taxes.

Links:

Pre-order "Profit First for Microgyms" by John Briggs
Incite Tax

Timeline:

2:08 – Why the profit first concept isn’t greedy.

5:56 – Lessons from toothpaste.

9:38 – Adapting “Profit First” for the microgym industry.

12:17 – The seven essential accounts.

14:24 – How much gym owners should allocate to staff pay.

18:24 – Customizing profit first for each stage of the entrepreneur’s journey.

22:47 – On the writing process.

24:32 – Removing the temptation account.

28:03 – On taxation and entitlement programs: limiting how the government spends your money.

Two-Brain Radio: James Hobart—Programming, Coaching and Competing

Wed, 04 Dec 2019 00:00:00 -0500

What are the most important things gyms should do when it comes to programming? What was it like to compete on champion teams CrossFit Mayhem and CrossFit New England? What's it like to have your mother beat you at Isabel? CrossFit Games veteran and longtime CrossFit Seminar Staff member James Hobart is here with the answers to all that and more on this episode of Two-Brain Radio.

James has competed at the Games five times as part of a team and thrice as an individual, winning the Affiliate Cup three times with two different teams. He's also co-owner of CrossFit ONE Nation Boston, and after nearly a decade on the Seminar Staff, he now runs gym programming service The HAM Program with Games vets Spencer Hendel and Austin Malleolo.

In this episode, he shares some of his favorite memories from his competition and Seminar Staff days, what makes for good gym programming and how to get your loved ones into fitness.

Links:

CrossFit ONE Nation
The HAM Plan
Free Tools

Contact:

Instagram: @jameshobart

Timeline:

1:56 – From the kettlebell scene to CrossFit.

4:22 – James’ first CrossFit Level 1 experience.

6:39 – The evolution of the CrossFit seminars over time.

9:28 – Safe-for-work seminar stories.

11:30 – Falling into competition.

14:54 – What makes a great team in CrossFit competition.

18:44 – Training with Rich Froning and CrossFit Mayhem: “We’re gonna work out till one of us dies or we win the CrossFit Games.”

20:57 – Highlights from CrossFit Games competition.

23:26 – Stepping back from competition.

26:20 – The HAM Plan.

28:07 – What does good gym programming look like?

31:30 – How to become a good programmer.

32:45 – The mysterious appearance of an AbMat, a 45-lb. plate and a barbell: James’ mother becomes a CrossFitter.

35:46 – How to get your loved ones into fitness.

37:33 – Coaching—and being coached by—James’ mother.

39:25 – Looking to the future: Running an affiliate, programming for Sanctionals and competing with his wife.

41:51 – Top lessons learned after more than a decade in the CrossFit community.

Two-Brain Radio: How to Turn Prospective Clients Into Paying Clients

Mon, 02 Dec 2019 00:00:00 -0500

Two-Brain Radio: How to Turn Prospective Clients Into Paying Clients

Too many gym owners spend precious time and money acquiring leads only to leave money on the table.

Maybe they don't feel like responding to a request for info at 9 p.m. Maybe they give up after the first call goes to voicemail. Maybe they just don't like selling.

But just a little extra time and effort spent pursuing those leads—people who have opted in and asked for more info—could lead to great reward.

In the second installment of our special series, Two-Brain Media's Mike Warkentin interviews digital marketing expert Mateo Lopez—our regular host. This week, the two are all about those digits. Specifically, what to do with 'em once you've got 'em.

Links:

Free Help Kit
UpLaunch

Contact:

mateo@twobrainbusiness.com
mike@twobrainmedia.com

Timeline:

2:40 – Mike tries to swipe Mateo’s digits.

4:33 – The point of digital marketing: to get contact info.

6:27 – What should you do after someone opts in to an ad?

7:26 – The need for speed.

9:19 – Uncomfortable selling? Remember, they’re asking for it.

11:29 – Being a real person in the age of marketing bots.

15:00 – Not everyone will want to talk to you—but you don’t need everyone.

17:16 – It’s like baseball: Fail seven out of 10 times and you’re an all-star.

19:12 – What’s a good conversion rate?

20:41 – Putting it into perspective: LEG.

22:38 – Netflix and the loss leader perspective.

24:07 – Speed and persistence.

25:15 – When should you give up on a lead?

27:24 – How often should you reach out to a lead?

28:57 – Whether it’s you or someone else, dedicate a role to immediate response.

Two-Brain Radio: An Economist Walks Into a Brothel With Allison Schrager

Thu, 28 Nov 2019 00:00:00 -0500

Ever thought about what you can learn about risk management from a brothel? As it turns out, a lot—and that's just one of many risk-management examples author Allison Schrager uses in her book "An Economist Walks Into a Brothel: And Other Unexpected Places to Understand Risk."

In this episode of Two-Brain Radio, Chris speaks with Allison to understand how the risk-management principles that guide other high-end service providers can apply to microgym owners.

You'll also learn how to compete with big chain gyms charging $10 a month, how the commoditization of fitness training with technology could actually help your business and how to best position your offerings in the face of a recession.

Links:

"An Economist Walks Into a Brothel: An Other Unexpected Places to Understand Risk."

Contact:

Allison Schrager

Timeline:

1:59 – Allison’s passion for teaching risk management.

3:02 – Risk management: Lessons from the pro poker world.

6:31 – How to mitigate risk when opening a gym.

8:12 – Don’t just take risks for risks' sake: You need a clear goal.

9:26 – Defining risk.

11:07 – There’s a recession looming. Should gym owners be worried?

13:42 – In the face of an economic downturn, focus on high-touch services.

14:39 – How Equinox got Allison hooked.

17:40 – The industrial revolution and personal training.

19:33 – There’s no escaping Jeremy.

21:21 – On differentiating yourself in a commoditized market.

26:37 – Virtual personal training: a high-touch service at a more accessible price.

28:52 – The second wave of industrialization: technology.

31:43 – Eliminating the mediocre and how technology can enhance your service without replacing it.

33:34 – Allison’s first trip to the brothel.

36:27 – Learning negotiation and risk-management tactics at Bunny Ranch.

39:34 – Balancing the personal and the technological in fitness service.

Two-Brain Radio: Tanya Wagner—Athlete, Analyst, Affiliate Owner

Wed, 27 Nov 2019 00:00:00 -0500

Two-Brain Radio: Tanya Wagner—Athlete, Analyst, Affiliate Owner

Tanya Wagner was the third woman to win the CrossFit Games and the last to do it at the historic ranch in Aromas, California. She and her husband Josh also own CrossFit Apex in Souderton, Pennsylvania.

Tanya and Sean talk about how she got into CrossFit, what the competitive landscape looked like more than 10 years ago, what it was like to be a color commentator for the CrossFit Games and how she incorporates fitness into raising her two children today.

Links:

CrossFit Apex
"Founder, Farmer, Tinker, Thief"
"Two-Brain Business"
"Two-Brain Business 2.0"
"Help First"
Free Tools

Contact:

Instagram: @tanewagner

Timeline:

1:48 – Before CrossFit: Tanya, the aggressive goalie.

2:52 – Filling the post-collegiate competitive void with CrossFit.

4:15 – She never meant to open a gym …

6:13 – The 2008 CrossFit Games: unknown names and redlining workouts.

8:54 – Taking second in 2008.

11:30 – Winning in 2009: $5,000 and a golden sledgehammer.

13:34 – Witnessing the birth of a new era in the Sport of Fitness.

17:32 – Joining the CrossFit media team.

18:57 – Donning the headphones at the 2012 Central East Regional: “It was a mess.”

20:19 – Learning how to be a CrossFit analyst.

22:56 – Remaining neutral when you’re friends with the athletes.

25:39 – Motherhood: a new season of fitness.

28:40 – Kids who tire-flip the cat-food bag.

30:40 – What Tanya misses most about competition.

32:42 – The best part of it all: sharing CrossFit with others.

Two-Brain Radio: Marketing Podcast Take-Over With Mike Warkentin

Mon, 25 Nov 2019 00:00:00 -0500

Two-Brain Radio: Marketing Podcast Take-Over With Mike Warkentin

This week, we're turning the tables on you. Mike Warkentin of Two-Brain Media is hosting this episode of Two-Brain Radio, and his guest? None other than digital marketing expert Mateo Lopez.

Mike owns CrossFit 204 in Winnipeg, Canada, so he understands the problems small-business owners face: tight budgets, lack of marketing expertise and fear of seemingly complicated ad algorithms. He grills Mateo on how digital marketing works, which advertising mediums are best and how to understand the numbers behind it all.

If you're a small-business owner struggling to see the value of paid advertising or are simply confused by it, this is the episode for you.

Links:

Free Help Kit
Affiliate Guard

Contact:

mateo@twobrainbusiness.com
mike@twobrainmedia.com

Timeline:

4:07 – Horror stories from inside the radio biz.

6:33 – Two-Brain Marketing’s humble origins.

11:09 – Mateo’s first Facebook ad campaign.

13:50 – Calculating ROI and the magic matrix: “It’s just math.”

17:12 – What you need to do before you turn the ads on.

19:29 – How to tell if a marketing platform is worth the investment.

22:42 – The advantage of digital marketing: You can tweak it in real time based on real results.

25:23 – Branding vs. direct response marketing.

Food for Thought Friday - Are You Doing Your Clients a Disservice?

Fri, 22 Nov 2019 00:00:00 -0500

Food for Thought Friday - Are You Doing Your Clients a Disservice?

Is your on-ramp program more assembly line than training tool?

Many gyms put new clients through an on-ramp class and then shuffle them to group classes after the on-ramp program is over—regardless of that client's actual abilities. The trainer might not even know what the new client's abilities truly are.

Here's why you should consider PT for newbies instead.

Two-Brain Radio: Fat People on Mars

Thu, 21 Nov 2019 00:00:00 -0500

Two-Brain Radio: Fat People on Mars

In this quick and dirty episode of Two-Brain Radio, Chris Cooper tackles the goal of all of humanity: the pursuit of happiness. And to be happy, you've got to be healthy.

That's where you come in. Fitness professionals are leading the pursuit of fitness—and therefore happiness.

That's why our goal is to produce 1 million fitness entrepreneurs: to lead our species forward and produce more healthy, happy people.

Links:

Paying Attention to Mental Health With Colm O'Reilly
Craig Hysell's daily blog
Bonnie Skinner on depression
Daily directive exercises with Mark Divine

Contact:

chris@twobrainbusiness.com

Timeline:

00:32 – The wealth of modern humankind.

2:37 – Losing the fight to conquer ourselves.

3:31 – Happiness: the ultimate goal.

4:28 – To be happy, you need to be healthy.

5:20 – Fitness professionals: leading the pursuit of health—and therefore, happiness.

Two-Brain Radio: Reporting on Fitness With Niki Brazier

Wed, 20 Nov 2019 00:00:00 -0500

Two-Brain Radio: Reporting on Fitness With Niki Brazier

In this episode of Two-Brain Radio, Sean Woodland talks with CrossFit Games sideline reporter Niki Brazier.

Niki has been involved with CrossFit media since 2013. Before that, she was a reporter, anchor and producer for a local TV station in Maine. Niki is one of the most experienced sideline reporters covering the Sport of Fitness right now. She talks about how she got involved with the media team back in 2013, some of the unique challenges of being a sideline reporter and where she thinks the coverage of the sport is heading for the rest of the year and beyond.

Links:

Two-Brain Business Free Tools
"Founder, Farmer, Tinker, Thief"
"Two-Brain Business"
"Two-Brain Business 2.0"
"Help First"

Contact:

Instagram: @reporternicole

Timeline:

1:55 – Before CrossFit: Niki’s work as a local TV news multi-media journalist.

2:52 – What’s really like to work in TV news.

3:48 – Why Niki chose a career in news—and why she left it behind.

4:42 – Finding CrossFit like a true journalist: via a news story.

6:10 – How life in front of a camera prepared her to be a coach.

7:34 – Joining the CrossFit media team in 2013.

9:01 – From canned stories to sideline reporting.

10:02 – Sideline reporting: What it is and what the biggest challenges are.

12:29 – How Niki’s TV news chops prepared her for CrossFit media coverage.

13:35 – Terrifying emails from Sean Woodland.

16:30 – CrossFit Christmas: Late-night drinks and early morning call times.

17:49 – That time Lukas Högberg really had to take a dump.

19:38 – Dealing with the unexpected during live broadcasts.

21:15 – Preparing for a live broadcast.

22:57 – Post-CrossFit Inc. media: being the sole sideline reporter for the 2019 CrossFit Games.

24:34 – Continuing to freelance in the sport of fitness.

27:46 – Predicting the future media landscape of the sport.

31:26 – More than event coverage; it’s about inspiring people.

From Gas-Station Gym to 5,000 Square-Foot-Facility With Jonathan Watt

Mon, 18 Nov 2019 00:00:00 -0500

From Gas-Station Gym to 5,000 Square-Foot-Facility With Jonathan Watt

Jonathan Watt opened Townie: A Fitness Community in an abandoned gas-station garage. He painted the walls, made a post on Facebook and showed up at 5:30 a.m. the next day, praying someone would show up.

Someone did, and the gym soon expanded to the 5,000-square-foot facility it's in today. But when Jonathan found himself still wearing all the hats just before the birth of his first child, he knew he needed to "legitimize our business, and we needed to be able to hire coaches and, you know, really step up our game."

In this episode of Two-Brain Radio, you'll learn how mentorship helped Jonathan build a staff, establish a gym culture and shift his mindset on sales and marketing.

Links:

Townie: A Fitness Community
Level Method

Contact:

Instagram: @towniefitnessco

Timeline:

3:07 – Why “Townie,” and why the name rebrand away from CrossFit.

5:28 – Finding CrossFit in 2010: “It was grungy; it smelled like a gym locker room, but I loved it.”

7:24 – Discovering a passion for helping people through fitness.

9:21 – The first location: an abandoned gas station.

11:53 – Affinity marketing in the early years.

13:54 – Why sign up for mentorship?

15:41 – Putting marketing on hold to solidify procedures and staffing first.

20:07 – From Day One client to first staff member: the culture of the gym.

23:18 – On selling happiness and confidence.

24:24 – Taking the plunge into paid advertising: “It was kind of a big shock.”

26:55 – Shifting perspective on sales.

29:33 – Eliminating staffing frustrations with written SOPs.

31:52 – Reducing No-Sweat Intro no-shows with text-message follow-ups and confirmations.

32:32 – The InBody as a tool for selling nutrition.

33:49 – The key to success? Mentorship and community.

Food for Thought Friday - How Often Are You Communicating Your Values, Mission or Vision?

Fri, 15 Nov 2019 00:00:00 -0500

Food for Thought Friday - How Often Are You Communicating Your Values, Mission or Vision?

You know the values, mission and vision of your business. You're pretty sure your staff knows, too—but are you sure?

Even if they do, is it something they think about often?

To keep your vision at the forefront, make sure you're communicating it to your staff regularly.

Two-Brain Coaching: The Second-Degree Course With Josh Martin

Thu, 14 Nov 2019 00:00:00 -0500

Two-Brain Coaching: The Second-Degree Course With Josh Martin

Josh Martin is a Two-Brain Business mentor and the creator of Two-Brain Coaching, an international company dedicated to the development of fitness coaches.

Two-Brain Coaching is method agnostic; that is, it teaches the principles of great coaching that can be applied to any methodology. In this episode of Two-Brain Radio, Josh explains the five principles of Two-Brain Coaching, the difference between fixed and variable lesson plans and how Two-Brain Coaching develops coaches by layering on complexity over time.

You'll also learn all about the First and Second-Degree Courses, how owners can implement them in either a hands-on or hands-off capacity and the courses' ROI for both owners and coaches.

Links:

Two-Brain Coaching
Two-Brain Coaching Course Registration
For Time Design

Contact:

josh@twobrainbusiness.com

Timeline:

4:43 – Methods vs. principles of coaching.

7:26 – Two-Brain Coaching principle No. 1: Focus, effort and time.

8:19 – Principle No. 2: Learn, design, deliver and refine.

9:10 – Principle No. 3: Sleep, eat, move and manage.

9:59 – Principle No. 4: Power through education.

10:02 – Principle No. 5: Everything is everything.

12:53 – The two variables a coach has to manage: Lesson and audience.

13:52 – Fixed vs. variable lesson plans.

16:15 – Greg’s moment of truth.

17:59 – Set your coaches up for success by adding complexity over time—just like your clients.

22:30 – Free master class for Two-Brain Growth Stage clients.

23:56 – No time? Done-for-you courses provide all the training with no micromanaging from you.

24:47 – The free owner’s handbook.

27:52 – Covering Two-Brain Coaching trainers with Affiliate Guard for just $150 a year.

30:47 – The coach’s ROI.

34:04 – The owner’s ROI.

37:11 – Why you have to take the Two-Brain Coaching courses in order.

39:06 – How to learn more about the courses for free.

Two-Brain Radio: The Morning Chalk Up With Justin LoFranco

Wed, 13 Nov 2019 00:00:00 -0500

Two-Brain Radio: The Morning Chalk Up With Justin LoFranco

In this episode of Two-Brain Radio, Sean speaks with the founder of The Morning Chalk Up, Justin LoFranco.

Justin started the daily newsletter in 2016, and over the last four years it has become part of every CrossFitter’s morning ritual—the newsletter now boasts 85 thousand subscribers worldwide.

Sean and Justin talk about how his life working in the government helped prepare him for his current endeavor, how he was able to build the Morning Chalk Up into its current state and what the future of the site looks like as we get deeper into the 2020 CrossFit Games season.

Links:

Morning Chalk Up
"Founder, Farmer, Tinker, Thief"
"Two-Brain Business"
"Two-Brain Business 2.0"
"Help First"
Free Tools

Timeline:

1:13 – Introduction to Justin LoFranco.

3:58 – Before the Morning Chalk-Up: A career in politics.

6:06 – Why Justin left politics.

7:51 – Finding, forgetting and rediscovering CrossFit.

6:55 – Training in the basement of the U.S. House of Representatives.

10:13 – How a daily political newsletter inspired the Morning Chalk Up.

12:40 – Launching the Morning Chalk Up with no money or staff.

15:57 – Determining the newsletter’s direction and audience.

20:29 – Hitting “go” and building a subscriber base.

22:59 – How Facebook advertising helped get subscribers.

25:13 – Filling the vacuum left by CrossFit Inc. media.

27:52 – How years of due diligence prepared LoFranco and staff to take on new opportunities.

29:32 – From a one-man-band to a growing staff.

32:48 – Just because you can do something yourself doesn’t mean you shouldn’t hire someone else to do it.

33:45 – Dominating the written market and slowly expanding into other mediums.

35:37 – The future of the Morning Chalk Up.

Two-Brain Radio: From $260 in Ads to $5,000 in Front-End Sales With Rachael O'Donnell

Mon, 11 Nov 2019 00:00:00 -0500

Two-Brain Radio: From $260 in Ads to $5,000 in Front-End Sales With Rachael O'Donnell

In September 2017, Rachael O'Donnell took the leap: She quit her job as a clinical social worker and closed her private practice to open Grit and Grace CrossFit in Gorham, Maine.

Her social-work experience added tremendous value to what she had to offer as a coach, employer and leader, but she lacked the business skills she needed for her business to truly thrive. She was also uncomfortable with sales and marketing.

After joining the Two-Brain family, Rachael learned how to offload low-value tasks so she could focus on the business—and she gained a new perspective on marketing: It's just helping people who need it.

Links:

https://fortimedesign.com/
https://gritandgracecrossfit.com/

Contact:

https://gritandgracecrossfit.com/
Instagram: @gritandgracecrossfit

Timeline:

3:35 – Using CrossFit to quit smoking.

4:25 – From clinical social work to coaching CrossFit.

6:13 – How Rachael’s social-work background helps her as a coach and leader.

7:49 – Why “Grit and Grace”?

8:51 – Turning to Two-Brain after working 90-plus-hour weeks.

12:13 – The first payoff: getting time back and getting closer to Perfect Day.

14:52 – On hiring coaches.

18:28 – When evaluating new or potential staff, watch what they do, not what they say.

20:13 – Grit and Grace core values.

22:11 – Implementing core values into if-then scenario practice.

25:23 – Turning $260 in ad spend into $5,000 in front-end revenue.

26:53 – Leads are just people who need help.

28:24 – Overcoming discomfort with the sales process.

30:55 – The key to success: knowing when you need help.

Food for Thought Friday - What Nutrition Program Are You Running?

Fri, 08 Nov 2019 00:00:00 -0500

Food for Thought Friday - What Nutrition Program Are You Running?

Confused about the difference between Precision Nutrition and Healthy Steps Nutrition?

Think of it like the CrossFit Level 1 Certificate Course and Two-Brain Business: One teaches you the foundations of the program and the other teaches you how to run a business.

Two-Brain Radio: When You Have to Let a Staff Member Go

Thu, 07 Nov 2019 00:00:00 -0500

Two-Brain Radio: When You Have to Let a Staff Member Go

Today we've got a short—but important—episode for you that addresses one of the most daunting tasks a gym owner can face: letting a staff member go.

It's never fun or easy, but there are steps you can take to make sure the process goes as smoothly as possible for all parties. Here, Greg Strauch shares what to tell your staff and clients as well as a checklist of important tasks to ensure a clean break.

Links:

https://foreverfierce.com/

Contact:

greg@twobrainbusiness.com

Timeline:

2:47 – When letting a staff member go, what should you tell your members?

4:35 – What if the staff member still wants to be a member of your gym?

5:24 – What to talk about in the exit interview.

6:48 – Remove access to all business software and communication platforms.

9:56 – Protect your intellectual property.

10:49 – Let them say goodbye, but only through an email that you approve and send.

11:57 – Resources for the situation: client-letter templates and the fire escape plan.

13:21 – Stay neutral with your remaining staff: Don’t bash the former employee.

15:22 – Have more questions? We’re here to help.

Two-Brain Radio: Incorporating Strongman Movements Into CrossFit With Rob Orlando

Wed, 06 Nov 2019 00:00:00 -0500

Two-Brain Radio: Incorporating Strongman Movements Into CrossFit With Rob Orlando

In this episode, Sean talks with four-time CrossFit Games competitor and strongman subject-matter expert Rob Orlando. Rob has competed at the CrossFit Games three times as an individual and once as a master. He also runs the Hybrid Athletics Strongman Course.

Rob talks about his days as a competitor, why he decided to incorporate strongman movements into CrossFit workouts and what possessed him to do the benchmark workout Grace with a 300-pound barbell.

Links:

https://www.hybridathletics.com
https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSX

Contact:

Instagram:

@crossfitrobo
@hybridathletics
@hybridwods

Timeline:

1:37 – From toy weight set to bodybuilder to strongman to CrossFitter.

4:15 – Finding CrossFit halfway through a tub of ice cream.

5:01 – Rob’s first CrossFit workout: Fran at 135 lb. with strict pull-ups.

6:47 – Morphing from big and strong to all-around fit.

7:42 – Rob’s first CrossFit competition: The 2009 Regional.

9:41 – Remembering the 2009 CrossFit Games at the Ranch in Aromas.

13:24 – Watching the sport evolve into the Reebok era.

16:33 – Sharing video content with CrossFit Inc.

18:55 – Grace at 300 lb.

23:17 – How adding strongman movements to CrossFit workouts gets people fit faster.

25:42 – Scaling strongman for the average athlete.

26:57 – Presenting his strongman seminar to Dave Castro: an exercise in “Drive-by Braille.”

30:09 – How to add strongman movements into your regular CrossFit programming.

32:55 – Resources for programming strongman/CrossFit hybrid workouts.

34:03 – Deadlifting 550 lb. as a masters athlete: “No finish line to the strength game.”

37:36 – Prioritizing long-term fitness over day-to-day results.

38:20 – Wearing the broadcaster’s headset.

39:32 – Looking to the future: Blinders on at the box, inventing new toys and refreshing the seminar.

Two-Brain Radio: From Backyard Boot Camp to Profitable Multi-Gym Business

Mon, 04 Nov 2019 00:00:00 -0500

Two-Brain Radio: From Backyard Boot Camp to Profitable Multi-Gym Business

James Mawson, owner of Tribe Mvmnt in Wangaratta, Victoria, Australia, began in 2010 by training one person in his backyard, his only piece of equipment a large rock. But he got results, and one client turned into five—which soon turned into more than 50. Six months after opening a brick-and-mortar gym, he had nearly 100 clients.

But growth eventually stagnated, and James knew he needed to make a change. So he joined Two-Brain Business. Though he was skeptical at first, the investment paid off. After implementing the practices he learned in the Incubator and taking the time to curate high-quality digital ads, James recently raked in $21,000 in front-end sales after spending $1,100 on ads.

In this episode of Two-Brain Radio, you'll learn all about what it was like to grow a gym from a backyard side hustle to a thriving business and how patience pays off when it comes to the Two-Brain Marketing plan.

Links:

https://www.tribemvmnt.com.au/?fbclid=IwAR0M7sUU6cVZ6cMLkWjS5zAcrVMAf_nlE40iJ-wi7B3kYKnzhodxfjl_RaA
https://foreverfierce.com/

Contact:

Instagram: @tribemvmnt

Timeline:

3:05 – A brief history of Tribe Mvmnt.

6:38 – Starting a personal-training business in the backyard.

8:49 – Growing the backyard gym: Kettlebells, tractor tires and kegs from the local pub.

10:31 – Moving into an actual gym.

11:10 – Words of wisdom: Don’t borrow money for equipment.

14:34 – 6:30 p.m.: Train a client. 8:30 p.m.: Have a baby.

17:00 – Why you should always hire from within.

19:09 – Pre-Two-Brain: No job descriptions and no contracts.

23:09 – When the growth stops: “It’s time to make a change.”

24:42 – Skeptical at first: “Flat-out resistance” to Two-Brain Incubator lessons.

27:57 – Putting in the work …

31:17 – … and watching it pay off.

34:15 – During No-Sweat Intros: “Shut up and listen,” and sell clients what they want.

36:48 – Dealing with objections to price.

39:49 – The importance of putting the right person in the sales seat.

43:19 – The results of the ad campaign: 70 leads, 31 No-Sweats and $21,000 in front-end revenue ($14,000 profit).

46:31 – Don’t be afraid when the leads dry up.

48:35 – And don’t be afraid to invest.

Food for Thought Friday - What to Do When a Staff Member Messes Up

Fri, 01 Nov 2019 00:00:00 -0400

Food for Thought Friday - What to Do When a Staff Member Messes Up

Everyone makes mistakes.

But how should you handle it if an employee makes the same mistake over and over?

The answer: Have a plan in place. Here, Greg Strauch shares his.

Why Two Croatian Gym Owners Invested a Year's Salary in the Incubator

Thu, 31 Oct 2019 00:00:00 -0400

Why Two Croatian Gym Owners Invested a Year's Salary in the Incubator

Igor Jelcic and Dino Molnar both own CrossFit gyms in Croatia, where the cost of the Incubator translates to roughly an entire year's salary for the average Croatian.

Both Igor and Dino experienced some tough times in the early days of their businesses. Igor's gym, 20350 Athletics, was on the brink of total failure, and while Dino had new members joining CrossFit Rijeka each month, he had trouble keeping them around.

Each of the gym owners had been longtime fans and followers of Two-Brain Business but hesitated to buy in because of the price. But after taking the leap, both said the investment was totally worth it—and both ended up more than doubling their monthly revenues.

Links:

https://crossfit20350.com/
https://www.facebook.com/crossfitrijeka/
https://growyournutritionbusiness.com

Timeline:

3:23 – Finding CrossFit on YouTube, opening a gym and losing a partner.

5:24 – Reaching an ultimatum: Join Two-Brain for a year’s salary or close the doors.

7:30 – “I would pay even 10k now for the things that I know now.”

9:03 – Using ads for personal training to increase revenue by 300%.

12:35 – The reward for trying something new: more than doubling your revenue.

15:37 – The future of 20350 Athletics.

20:33 – Bringing CrossFit to a regular gym, getting fired and starting CrossFit Reijka.

23:15 – Opening with 50 members and 12-hour workdays.

24:20 – Stuck at the 100-member mark: A problem of retention.

25:34 – Finding answers within Two-Brain content.

27:53 – Taking the plunge into Incubation.

30:03 – Signing on 15-17 new members with a $20 ad.

31:38 – How those 15-17 members turned into 45.

34:28 – The key to retention: providing a great experience.

Two-Brain Radio: Bridging Functional and Aesthetic Fitness With Dave Lipson

Wed, 30 Oct 2019 00:00:00 -0400

Two-Brain Radio: Bridging Functional and Aesthetic Fitness With Dave Lipson

In this episode, Sean Woodland speaks with the co-founder of Thundrbro, Dave Lipson.

Dave is a former CrossFit Seminar Staff member and CrossFit Games competitor. He's also husband to 2014 Fittest Woman on Earth, Camille Leblanc-Bazinet, and the co-founder of Thundrbro: A training and lifestyle brand whose mission is to make the world a better place through physical training, mental toughness with a winning mindset, and elevating those around you.

Sean speaks with Dave about how he is bringing together the functional and aesthetic fitness worlds, what motivated him to do that and how hypertrophy training can help CrossFit athletes of all levels.

Links:

https://thundrbro.com
https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSX

Contact:

Instagram: @davefreakinglipson
https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSX

Timeline:

2:03 – Finding CrossFit: Is that a gym or a crack house?

4:50 – Life on the Seminar Staff: Educate, inspire and entertain.

7:25 – On loving CrossFit but learning other methodologies, too.

10:01 – The dichotomy between CrossFit and bodybuilding: Why?

11:02 – What the two fitness worlds can learn from each other.

12:32 – Defining hypertrophy training.

14:54 – How hypertrophy training can help CrossFitters.

17:55 – What does a Thundrbro workout look like?

19:07 – The 90-Day Get Huge program.

21:18 – The scalability and accessibility of the program.

24:36 – Getting turned down by CrossFit and launching a business of his own.

26:52 – Thundrbro in overview: Fitness plus bodybuilding and a worldwide online challenge.

30:17 – The response from the bodybuilding community.

32:24 – How to join Thundrbro.

Two-Brain Radio: Expanding Beyond CrossFit With John Bartholomeo

Mon, 28 Oct 2019 00:00:00 -0400

Two-Brain Radio: Expanding Beyond CrossFit With John Bartholomeo

John Bartholomeo is the owner of Mohawk Valley Wellness in Marcy, New York. Mohawk Valley Wellness originally began as CrossFit Mohawk Valley eight years ago. For most of that time, the gym enjoyed steady growth due to word-of-mouth referrals. But when John decided to expand and offer programs in addition to CrossFit, he struggled to get people in the door.

Today, after just four months of mentorship with Two-Brain, John has totally overhauled his marketing and intro processes and recently signed up 33 new members in less than eight weeks. In this episode of Two-Brain Radio, he shares how and why he rebranded his gym to offer more than just CrossFit, how he oversees a 13,000-square-foot facility with multiple programs running simultaneously and how he uses paid advertising to reach more prospective clients.

Links:

https://mohawkvalleywellness.com/
https://growyournutritionbusiness.com

Contact:

john@mohawkvalleyfitness.com

Timeline:

3:18 – The early days, when getting members used to be easy.

5:24 – The state of the competition.

7:15 – Why seek out mentorship?

9:23 – The key to longevity: Relationship-building.

11:34 – Lessons learned from the Two-Brain Summit: Regular communication with staff.

13:27 – Expanding into a larger space and adding more service offerings.

15:13 – Struggling to sell: “We couldn’t give away a gym membership at New Year’s.”

16:26 – Programs offered and the layout today.

22:02 – Selling smiles and laughter.

22:48 – Learning how to sell from Two-Brain mentor Sherman Merricks.

23:45 – The intro process and the Prescriptive Model.

26:37 – Overhauling paid advertising and the lead-nurture process.

30:26 – The importance of tracking lead and sales metrics.

31:47 – Making your waiting area close the sale for you.

35:19 – The importance of balance: Look to the future, but don’t neglect the present.

Food for Thought Friday - Where Do You Draw the Line?

Fri, 25 Oct 2019 00:00:00 -0400

Food for Thought Friday - Where Do You Draw The Line?

Which is a better business decision: to lump all your specialty classes into your unlimited group rate or to charge for them separately?

Though the former might seem like a great package when it comes to marketing, what it actually does is diminish the value of those services. At the same time, if you ever decide to stop offering a specialty class, your members will feel like they're now paying more for less.

Two-Brain Radio: Playing the Infinite Game

Thu, 24 Oct 2019 00:00:00 -0400

Two-Brain Radio: Playing the Infinite Game

In this special episode of Two-Brain Radio, you're going to get some serious gold from Two-Brain Business Founder Chris Cooper.

Today's topic is all about what's between your ears as an entrepreneur. Is your definition of success finite or infinite? Are you worried there aren't enough clients for you and for the gym down the street? Are you confident enough in your own brand and your own story that you don't worry about what the competition is doing?

Chris addresses all that and more in this quick but deep dive into the mindset of the successful entrepreneur.

Links:

"The Infinite Game" by Simon Sinek: https://www.amazon.com/Infinite-Game-Simon-Sinek/dp/073521350X
Escaping Competition Through Authenticity: https://www.youtube.com/watch?v=Q4RwgrBxG5M&feature=youtu.be
Free Intrapreneurialism 101 Guide: https://twobrainbusiness.com/free-tools/

Contact:

chris@twobrainbusiness.com
Book a free call with a mentor: https://twobrainbusiness.com/free-call-form/

Timeline:

0:36 – What is the Infinite Game?

1:59 – The five keys to success for your business.

4:21 – “You don’t have to win. You just have to last.”

5:29 – There’s enough opportunity for everybody.

6:58 – It’s not about getting clients; it’s about keeping them.

7:33 – How to compete while not worrying about the competition.

10:34 – The key question that separates rich entrepreneurs from poor ones.

14:35 – Why a Two-Brain gym on every corner would be helpful, not harmful.

17:11 – The Help First philosophy: When gyms work together, everyone gets better.

18:54 – The point of it all: Make gyms wealthy, save the world.

Two-Brain Radio: Mastering Endurance Training With Chris Hinshaw

Wed, 23 Oct 2019 00:00:00 -0400

Two-Brain Radio: Mastering Endurance Training With Chris Hinshaw

In today’s episode of Two-Brain Radio, Sean speaks with the man known in the CrossFit world as the endurance authority—Chris Hinshaw.

Chris is a 10-time Ironman competitor and second-place finisher at the Hawaiian Ironman World Championships. He is the founder of aerobiccapacity.com and is widely considered to be one of the top endurance coaches in the world. Chris has coached 30 CrossFit Games champions and 43 CrossFit Games podium finishers—including celebrated athletes such as Mat Fraser and Rich Froning—and has been doing CrossFit himself for more than 10 years.

He talks about what motivated him to get into the world of endurance sports, why he got into coaching and what it’s like to work with the top CrossFit athletes in the world.

Links:

http://aerobiccapacity.com/
https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSX

Contact:

Instagram: @hinshaw363

Timeline:

1:53 – The definition of endurance.

3:39 – How a “skinny, uncoordinated” kid became an elite triathlete and Ironman athlete.

6:15 – Built to run.

7:48 – To be successful at any challenge, it must be a lifestyle, not a hobby.

8:57 – Developing the mental strength necessary for Ironman competition.

11:15 – From athlete to coach.

13:35 – Discovering CrossFit at CrossFit Santa Cruz Central.

14:43 – Addicted to the adrenaline.

15:56 – Meeting, learning from and assessing Jason Khalipa.

18:31 – No nonsense from Camille Leblanc-Bazinet and providing value as a coach.

20:23 – What had been missing from Khalipa’s training.

22:17 – Roles and responsibilities of athletes and coaches.

26:07 – The thing that separates the really, really good from the elite.

28:14 – On interference and taking risks for the possibility of a greater reward.

32:20 – Coaching CrossFit athletes vs. traditional endurance athletes.

35:16 – The biggest mistake people make when trying to improve endurance.

38:42 – The future of coaching elite CrossFit athletes for competition.

42:32 – The best part of the journey: reclaiming health.

Staying on Top of Your Game With Kevin Wood

Mon, 21 Oct 2019 00:00:00 -0400

Staying on Top of Your Game With Kevin Wood

Kevin Wood opened CrossFit Moncton 11 years ago in New Brunswick, Canada, making him one of Canada's most long-standing affiliate owners. When he affiliated in 2008, the aesthetic of CrossFit was a lot different: wall balls made of sand-filled basketballs and grungy gyms instead of shiny equipment and bright, colorful spaces.

Though Kevin's goal has remained the same over the years—to make people fit and healthy—he's had to adjust his mindset and operations to make his gym not just a passion project but also a business.

When Kevin joined Two-Brain Business just a few months ago, the gym had just had one of its worst months ever following a costly forced relocation. But after just one month of mentorship, the gym had its best month ever after turning $500 in ad spend into $4,000 in front-end sales. Here's how he did it—and some of the lessons he's learned after more than a decade of gym ownership.

Links:

http://crossfitmoncton.com/
https://incitetax.com/

Contact:

kevin@crossfitmoncton.com

Timeline:

3:10 – From gym teacher to gym owner.

5:38 – The early days: sand-filled basketballs and $5 workouts at the playground.

8:01 – The mission hasn’t changed: To change people’s lives with fitness.

11:28 – Turning a passion into a business: You can’t make everybody happy.

13:58 – How to make your service the best hour of your clients’ days.

15:39 – From worst to best month ever with Two-Brain Business.

17:45 – First lesson learned: Delegate tasks, not job titles.

20:24 – Overhauling the on-ramp process.

22:03 – How to sell coaches on the sales process.

24:19 – The point isn’t to take clients’ money, it’s to change their lives.

26:55 – CrossFit’s target market, then and now.

27:40 – Ask your clients what keeps them coming back. The answer might surprise you.

29:26 – It’s all about relationships ...

31:06 – … and that goes for your staff, too.

32:54 – The No-Sweat Intro: Personalize the process.

34:11 – Get comfortable with silence.

35:43 – Finding a client’s “why” isn’t just for sales; it’s for retention.

37:00 – Retention is an ongoing sales process.

38:56 – Asking for the “why” is what sets your gym apart from the big-box franchises.

Food for Thought Friday - Should You Charge Your Coaches for a Membership?

Fri, 18 Oct 2019 00:00:00 -0400

Food for Thought Friday - Should You Charge Your Coaches for a Membership?

Do your coaches pay for a membership? Trade for one? Do they get paid to coach and get a free membership?

However you structure it, make sure you're trading dollar for dollar to ensure the value of your product—and their work—is appropriately measured.

Two-Brain Radio: Buying a Dying Gym With Bo Buser

Thu, 17 Oct 2019 00:00:00 -0400

Two-Brain Radio: Buying a Dying Gym With Bo Buser

Bo Buser figured it would take a few years of coaching and networking after graduating from business school before he'd be able to open his own CrossFit gym—so when he got the opportunity to buy one just three months after graduation, he eagerly took the plunge.

He had the capital to buy the gym in cash, the green light from his advisor and legal counsel overseeing the purchase agreement. But once he took the gym over and got a closer look at the books, he realized he'd purchased a dying gym.

But Bo wasn't ready to call it quits. In this episode of Two-Brain Radio, you'll learn how he saved Centennial CrossFit by slashing costs, overhauling operations and raising prices without killing his retention rate.

Links:

https://centennialcrossfit.com
https://drivennutrition.net/

Contact:

bo@centennialcrossfit.com

Timeline:

2:51 – Accelerating a three-year plan to a three-month one.

5:04 – Why take the plunge?

7:01 – How the gym fell into Bo’s lap.

8:55 – The purchasing process.

13:10 – “It looked ready to go.”

14:52 – Breaking the news to the gym’s members.

18:26 – Getting a real look at the books.

23:01 – The first big change: reducing payroll expenses.

26:48 – The key to smooth transition: transparency with staff.

29:58 – Overhauling on-ramp to improve retention and increase front-end revenue.

33:44 – Raising prices—for some members, by as much as 50 percent.

36:10 – How to tell long-term clients their membership is going up.

38:22 – Almost out of the woods: The next step? A better lease.

41:30 – The key to successfully implementing big changes in your business: Show your clients you’re invested.

Two-Brain Radio: Life During and After Competition With Lindsey Valenzuela

Wed, 16 Oct 2019 00:00:00 -0400

Two-Brain Radio: Life During and After Competition With Lindsey Valenzuela

In this episode of Two-Brain Radio, Sean talks with four-time CrossFit Games athlete Lindsey Valenzuela.

She finished second overall at the CrossFit Games in 2013 and is a member of the group of athletes who trained in Southern California 10 years ago known as the Valley Girls. Lindsey also owns CrossFit Automo in Moorpark, California.

While Lindsey was competing, she was one of the most powerful athletes in the women’s field. She and Sean talk about some of the highlights of her career at the CrossFit Games, how becoming a mother affected her life in and out of the gym and what it’s like to have a husband who’s a law enforcement officer.

Links:

http://www.autumocrossfit.com/
https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSX

Contact:

Instagram: @liftlikelindsey

Timeline:

1:40 – The Filthy Fifty: Lindsey’s first CrossFit workout.

4:10 – Life among the Valley girls.

8:20 – Committing to CrossFit and qualifying for the CrossFit Games.

9:43 – Adjusting to individual competition.

11:20 – Highlights of the 2013 CrossFit Games.

14:02 – Where the fire comes from.

15:02 – Witnessing the explosion of the Games firsthand.

17:40 – Taking a break from competition to start a family.

19:33 – Training as a mom vs. as a competitive athlete.

22:31 – On becoming a parent.

23:48 – Lessons learned from parenting.

26:17 – Coaching everyday athletes.

27:18 – On being married to a cop.

31:38 – Reflecting on her CrossFit career: what she’s most proud of.

Two-Brain Radio: Success in a Saturated Market With Amy Milyard

Mon, 14 Oct 2019 00:00:00 -0400

Two-Brain Radio: Success in a Saturated Market With Amy Milyard

Amy Milyard is the owner of Stoic CrossFit in Fruita, Colorado. Though five CrossFit gyms share the small market there, a combination of trust and communication has allowed all to co-exist in harmony.

Stoic CrossFit isn't the first CrossFit gym Amy has owned. From 2010 to 2013, she and her husband owned what she called a hobby CrossFit gym in Fruita before selling and moving away. This time, gym ownership is a business, not a hobby, and Amy had to learn to run it accordingly.

In this episode of Two-Brain Radio, Amy shares how she learned to handle the business side of gym ownership, including developing roles and tasks, improving communication with her staff and learning how to market and sell, recently turning a $64 ad campaign into $3,000 in front-end sales.

Links:

https://stoiccrossfit.com
https://drivennutrition.net

Contact:

info@stoiccrossfit.com
Instagram: @stoic_crossfit

Timeline:

3:28 – Owning a hobby gym before the days of Stoic CrossFit.

6:30 – Maintaining relationships with competing CrossFit gyms.

9:57 – Returning to Fruita and taking over Stoic CrossFit (formerly CrossFit Single Track).

10:54 – The “aha” moment: having to cancel classes because of a delayed flight.

12:43 – Growing with Two-Brain: SOPs and learning to communicate with staff.

16:54 – On selling fitness, not CrossFit.

20:20 – Going from word of mouth to real marketing campaigns.

24:38 – Learning from mistakes: putting the wrong staff member in the sales seat.

26:44 – The key to the intro process: Listening.

30:19 – Adapting the sales process to your strengths.

32:38 – Failure as a learning opportunity.

Food for Thought Friday - Do You Have to Work for Your Business?

Fri, 11 Oct 2019 00:00:00 -0400

Food for Thought Friday - Do You Have to Work for Your Business?

Just because you own a gym doesn't mean you have to spend the rest of your days running it. If that's what you want to do, great! But if your entrepreneurial spirit is urging you to try something new; if you want to travel the world and not have to worry about your business back home; if you just want to spend more time with family and less time in the gym—all it takes is getting the right systems and people in place.

If you want to learn to set up your business to work for you—even if you don't work for it—book a Free Help Call with a mentor today.

Book your Free Help Call: https://twobrainbusiness.com/free-call-form/

Two-Brain Radio: Meet the Dalai Lama, Open a CrossFit Gym—With Brandon Evans

Thu, 10 Oct 2019 00:00:00 -0400

Two-Brain Radio: Meet the Dalai Lama, Open a CrossFit Gym—With Brandon Evans

Brandon Evans is the owner of Heart and Hustle Fitness in Brampton, Ontario, Canada, but that's not what he and Greg Strauch talk about on this episode of Two-Brain Radio. Rather, Brandon shares the strange and powerful journey that eventually led him to gym ownership.

You'll learn about the three months he spent milking cows in New Zealand. You'll hear about his experience trekking through the jungle to illegally cross the border into Burma, and the perspective he gained speaking with exiled orphans.

Brandon also shares some powerful lessons he learned while spending three days listening to the Dalai Lama teach in India—and how all those experiences came together to create the vision for Heart and Hustle Fitness.

Links:

http://heartandhustle.fit/

Contact:

http://heartandhustle.fit/contact/
Instagram: @heartandhustlefitness

Timeline:

2:50 – Deciding to travel the world at 23.

3:32 – Milking cows in New Zealand.

5:12 – Trekking through the jungle—barefoot—to illegally enter Burma.

5:58 – Learning gratitude from orphans in exile.

9:52 – Dheli, India: “Heaven and hell in the same place on earth.”

13:53 – Ramadan in Kashmir and the stone flour mill.

15:15 – Meeting the Dalai Lama.

16:41 – Lessons from the Dalai Lama: love, compassion, gratitude and being the best version of yourself.

21:15 – The kindness of strangers amidst true poverty.

23:02 – Hitchhiking across the Indian Ocean.

26:04 – Returning to Canada and finding true wealth in CrossFit.

27:49 – Deciding to open a CrossFit gym to better the lives of others.

30:45 – Positive thinking is just like CrossFit: Mechanics, consistency, intensity.

32:51 – The power of sitting in silence.

Two-Brain Radio: Training WWE Superstars With Josh Gallegos

Wed, 09 Oct 2019 00:00:00 -0400

Two-Brain Radio: Training WWE Superstars With Josh Gallegos

Josh Gallegos has been involved in CrossFit for 10 years. You are probably most familiar with him as one of the floor announcers you hear at competitions like the CrossFit Games. But Josh is also the coach for some of the biggest names in the WWE. He does programming for the likes of Seth Rollins, Becky Lynch, Cesaro and Bayley just to name a few. Josh talks about how he first got involved with training WWE Superstars, his passion for coaching and how he’s using his Deadboys Fitness program to spread the message of fitness.

Links:

https://www.deadboysfitness.com
https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs/dp/1544501498

Contact:

Instagram: @joshyg27

Timeline:

2:00 – From CrossFit hater to “Captain CrossFit.”

5:13 – How getting laid off from his dream job led to working at Regionals.

9:04 – Catfishing Seth Rollins.

11:33 – Programming for WWE stars.

13:39 – The evolution of wrestling training and how CrossFit gives wrestlers an edge.

17:34 – Getting to know WWE superstars outside of the ring.

20:04 – Lessons from coaching world-class wrestlers.

21:12 – The birth of Deadboys Fitness and unrequited smack talk.

22:58 – Deadboys Fitness: a program to get wrestling fans off the couch.

26:44 – Deadboys “seminars”: a different kind of meet and greet.

29:59 – Appreciating the journey.

31:39 – When a layoff is a blessing in disguise.

Two-Brain Radio: Taking Control of Your Business With Natalie Marcom

Mon, 07 Oct 2019 00:00:00 -0400

Two-Brain Radio: Taking Control of Your Business With Natalie Marcom

When Natalie Marcom opened Nakoma CrossFit in Lake Havasu City, Arizona, she knew fitness. She had lost a significant amount of weight with CrossFit herself and felt right at home coaching people. Running a business? Not so much. For a long time, she just "white-knuckled it."

She knew she needed some guidance to grow her business and make it sustainable for the long haul, but she was skeptical about Two-Brain mentorship at first. But just three months after she decided to give it a shot, the investment had already paid for itself.

Since joining the Two-Brain family, Marcom's fixed costs have decreased by 10%, she saw about a 200% increase in attendance during July—normally the leanest month—and turned $260 in ads into $4,400 in front-end sales.

Links:

https://www.nakomacrossfit.com/

Contact:

natalie@nakomacrossfit.com

Timeline:

2:46 – Mistaking a CrossFit gym for a Christian gym.

4:16 – Deciding to open her own gym.

5:54 – Starting from scratch and “white-knuckling it.”

6:41 – A long courtship with Two-Brain.

9:32 – The goal: Make Nakoma CrossFit a “legitimate business.”

10:31 – Opening the fire hose: record attendance, increased revenue and decreased fixed costs.

14:38 – Learning to create ads.

17:07 – On selling a service.

18:13 – The lead-nurture process: From Acuity to video text messages to phone calls.

20:14 – If you just listen to prospective clients, they’ll sell themselves.

22:14 – Setting a foundation for retention.

25:36 – Words of wisdom: Ask for help and let go of fear.

Food For Thought Friday - Are Your Members Telling You What They Want?

Fri, 04 Oct 2019 00:00:00 -0400

Food For Thought Friday: Are Your Members Telling You What They Want?

You wouldn't tell your doctor what to prescribe you or what kind of treatment you need. So why would you expect your clients to do the same?

Listen to a prospective client's goals first, before assuming what they need. Then, simply prescribe them the next step.

Two-Brain Radio: Launching a Podcast With Jared Byczko

Thu, 03 Oct 2019 00:00:00 -0400

Two-Brain Radio: Launching a Podcast With Jared Byczko

Jared Byczko is the co-owner of NapTown Fitness in Indianapolis, Indiana. He's also the co-founder and host of the Drink Culture Podcast.

At first just a side project and creative outlet for Jared, the podcast originally focused on the whiskey and craft beer industries. Today, the podcast tells the stories of local "entrepreneurs, thought leaders, and creators who are shaping the culture of Indianapolis."

In this episode of Two-Brain Radio, Jared takes you through the evolution of the podcast from side project to near-full-time venture, discusses tactics for generating sponsor interest and shares some of his top tips for anyone who's considering starting a podcast of their own.

Links:

https://www.drnkcltr.com/
https://affiliateguard.info

Contact:

jared@drnkcltr.com

Timeline:

3:42 – Getting to know Jared Byczko and NapTown Fitness.

7:15 – How the Drink Culture Podcast came to be.

8:46 – From craft beer and whiskey to a larger conversation.

11:31 – Telling compelling stories about interesting people.

14:04 – From side project to business.

16:20 – Creating systems and developing the team.

21:29 – Emulating the Perfect Day model.

24:50 – The struggle of appealing to potential sponsors as a hyperlocal podcast.

27:38 – Looking to the future: partnerships and potential expansion to other cities.

31:59 – Words of wisdom for would-be podcasters.

Two-Brain Radio: Covering the Sport of Fitness With the Buttery Bros

Wed, 02 Oct 2019 00:00:00 -0400

Two-Brain Radio: Covering the Sport of Fitness With the Buttery Bros

On this episode of Two-Brain Radio, Sean Woodland talks with Heber Cannon and Marston Sawyers, better known collectively as the Buttery Bros.

Heber and Martson have been involved in CrossFit and the Sport of Fitness for ten years, bringing you the action and taking you behind the scenes of the CrossFit Games, Regionals, Invitationals and more. They were instrumental in the creation of four of the top 100 best-selling documentaries on iTunes while they were working at CrossFit Inc.

Now, they're out on their own, creating more great content around the CrossFit Games season. They talk about how they got started making videos for CrossFit, the challenges they faced while creating their documentaries, some of their most memorable moments from the past 10 years—and how they turned Buttery Bros from dream to reality.

Links:

https://www.youtube.com/channel/UCp00ppkfPFBUTiiNNd8kS9Q
https://butterybros.com
https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSX

Contact:

Instagram: @butterybros

Timeline:

2:31 – How it all started: From knee rehab and a Vanilla Ice documentary to covering the Sport of Fitness.

6:35 – Transitioning from highlight videos to feature-length films.

8:15 – The challenges of documentary filmmaking.

11:02 – It takes a village: the team behind the screen.

13:28 – Developing relationships with CrossFit Games athletes.

15:05 – After the CrossFit Inc. layoffs.

17:25 – Becoming businessmen.

21:18 – Producing content outside of the CrossFit umbrella.

24:01 – From dream to reality: financing the Buttery Bros.

25:42 – The 2019 Reebok CrossFit Games? Or Game of Thrones?

27:21 – Adapting to the story you’re dealt.

30:18 – The time Sam Briggs bit off a beer cap and other highlights from a decade of CrossFit Games coverage.

33:02 – When Marston outran Mat Fraser at the CrossFit Games.

34:41 – The meaning behind the madness.

37:20 – The future of the Buttery Bros: See you in Aruba.

Two-Brain Radio: From "Coasting Along" To Serious Growth With Teegan Webb

Mon, 30 Sep 2019 00:00:00 -0400

Two-Brain Radio: From "Coasting Along" to Serious Growth With Teegan Webb

When Teegan Webb opened SkyBox boxing studio with her husband just over two years ago, her only goal was to have a cool job. They were making ends meet, but not growing or doing any real marketing. After they joined the Two-Brain family, they launched their first ad campaign, turning $380 in ad spend into $8,500 in front-end sales.

In this episode, you'll learn how Teegan caters to both competitive boxers and everyday athletes just looking to get fit, how she boosted revenue with targeted ad campaigns and how she learned to balance keeping the roles and tasks she loves with delegating low-value tasks to others.

Links:

https://www.skyboxstudio.com.au/
http://affiliateguard.info/

Contact:

Instagram: @skyboxstudiogeraldton

Timeline:

4:47 – Turning a passion for fitness into a job.

6:08 – SkyBox Studio at a glance: kids programs, boxing, PT and more.

7:48 – How to cater to both competitive athletes and everyday clients just looking to get fitter.

10:47 – Pre-Two-Brain: Making ends meet, but with no real sense of direction.

13:13 – Revolutionizing SkyBox marketing: from simple word of mouth to targeted campaign strategies.

15:56 – On-ramp for boxing: a six-week package.

17:54 – Discovering a love for lead nurturing.

20:41 – The lead-nurture process: phone calls, No-Sweat Intros and puppies.

23:50 – Running a business with your spouse.

26:04 – From cool job to serious business.

Food For Thought Friday: Are You Passionate About Being a Gym Owner or a Business Owner?

Fri, 27 Sep 2019 00:00:00 -0400

In this week's morsel, Greg Strauch encourages you to answer this question:

What are you more passionate about—being a gym owner or being a business owner?

Both answers are OK. The point is to think critically about the answer and decide if what you're doing is moving you closer to wealth—the freedom to choose how you spend your time.

Two-Brain Radio: Paying Attention to Mental Health With Colm O'Reilly

Thu, 26 Sep 2019 00:00:00 -0400

Two-Brain Radio: Paying Attention to Mental Health With Colm O'Reilly

Colm O'Reilly owns CrossFit Ireland in Dublin and recently celebrated the gym's 12th anniversary. But he's not here to talk business; he's here to talk mental health and entrepreneurship.

When Colm was 17, he attempted to end his own life. Since then, he's dedicated years to understanding his own psyche and how his response to outside events affects his inner emotional state.

In this episode of Two-Brain Radio, Colm explains why business owners and entrepreneurs are especially susceptible to depression and anxiety and shares techniques for rewiring the brain according to a positive, self-compassionate growth mindset.

Links:

https://crossfitireland.ie/
https://www.levelmethod.com
https://www.amazon.com/Lost-Connections-Uncovering-Depression-Unexpected/dp/163286830X

Contact:

colm@crossfitireland.ie

Timeline:

2:47 – From Nestle employee to CrossFit affiliate owner.

5:04 – Surviving attempted suicide and lessons learned from self-reflection.

7:48 – Why open a gym?

10:22 – Business owners and depression: a loss of identity, security and connection.

12:53 – Don’t go to failure.

15:41 – Have self-compassion.

16:36 – Recognize the Bright Spots.

20:42 – The inner vs. outer worlds.

22:35 – Finding happiness and strength in the inner world so that you can tackle the outer world.

24:51 – Just as in your business, establish systems—work on yourself—before you try to fix anything else.

29:21 – Don’t let stress about one issue cloud everything else.

29:55 – Tackling the outer world, piece by piece.

31:37 – Step one: Take time for yourself each day.

32:26 – Forgive yourself.

Two-Brain Radio: Getting Through Tough Times Using CrossFit With Carleen Mathews

Wed, 25 Sep 2019 00:00:00 -0400

Two-Brain Radio: Getting Through Tough Times Using CrossFit With Carleen Mathews

On this episode of Two-Brain Radio, Sean Woodland talks with four-time CrossFit Games athlete Carleen Mathews. She took second overall in the 35-39-year-old division at the 2019 Reebok CrossFit Games following a three-year career as an individual Games athlete.

Carleen shares her experience being addicted to drugs and alcohol and how CrossFit helped her transform her life after she got sober, ultimately leading to her career as a competitive CrossFit athlete.

She and Sean talk about what it was like to become a Games athlete, her first Masters experience in 2019 and her plans for the future. Carleen also talks about what she is currently doing to help people who are dealing with addiction and how friends and family can help them, too.

Links:

http://crossfitsainthelens.com/
https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSX

Contact:

Instagram: @teamcarleen

Timeline:

1:10 – The CrossFit Games Masters experience.

1:52 – Training for the Masters competition and coming out with a silver medal.

4:13 – Why go Masters?

6:41 – Falling into the world of addiction.

7:43 – The turning point.

9:43 – How Carleen got sober.

12:32 – Insight on addiction.

13:41 – How online dating led her to CrossFit.

17:07 – CrossFit: a healthier addiction.

19:22 – Becoming a competitor.

22:07 – Carleen’s debut CrossFit Games: A lesson in discomfort.

25:13 – Injury and burnout.

26:46 – Why competing at the Games level doesn’t necessarily indicate peak health.

28:39 – Second place is cool, but the real reward is showing people they can change.

29:11 – Setting an example and helping other addicts through CrossFit.

34:30 – What the future holds.

36:07 – Lessons from the journey: “It’s OK to be uncomfortable.”

Two-Brain Radio: Partnerships With Ashkan Amirsoleymani

Mon, 23 Sep 2019 00:00:00 -0400

Two-Brain Radio: Partnerships With Ashkan Amirsoleymani

In this episode of Two-Brain Radio, we hear from your host Mateo's business partner Ashkan Amirsoleymani. The pair co-own CrossFit Rittenhouse in Philadelphia, Pennsylvania.

They'll take you down memory lane as they share how they got their start in a free park workout, eventually using that same concept to bring new members into the gym when they took over.

Then, Ashkan discusses what it takes to present a unique offering in a competitive market—there's another CrossFit gym a mere eight feet from Rittenhouse's doors—and how to fire members and employees who don't jive with your business' vision and values. He also shares how he starts the relationship-building process in the No-Sweat Intro and why you should avoid the quick hire in favor of the right one.

Links:

https://crossfitrittenhouse.com/
https://www.meetup.com
https://www.levelmethod.com

Contact:

info@crossfitrittenhouse.net

Timeline:

5:02 – Meeting future business partners in a free park workout.

7:52 – Meet-Up: Free targeted advertising.

11:53 – How to build a great community and a unique offering in a competitive market.

12:49 – A coach’s perspective on building community: Building relationships.

14:26 – An owner’s perspective on building community: Establishing vision and values.

17:22 – What to do when a member isn’t a good fit.

22:26 – A membership fee isn’t worth cancer in the locker room.

24:01 – What to do when a staff member stops being a good fit.

28:42 – The sales process at CrossFit Rittenhouse.

30:23 – The No-Sweat Intro: Prioritize relationship-building over the hard sell.

36:15 – The key to success: Take the time to build the right team.

Food for Thought Friday - Part 2 of Who Are You Listening To?

Fri, 20 Sep 2019 00:00:00 -0400

Food for Thought Friday - Part 2 of Who Are You Listening To?

In this week's morsel, Greg Strauch explains the meaning behind the three questions you should be asking your top clients:

1. What do you like best about my business?
2. What do you dislike about the fitness industry in general?
3. What is the biggest challenge you face outside of the gym?

Two-Brain Radio: The Golden Goose With Jeff Burlingame

Thu, 19 Sep 2019 00:00:00 -0400

Two-Brain Radio: The Golden Goose With Jeff Burlingame

In this episode of Two-Brain Radio, we're treating you to another prime talk from the 2019 Two-Brain Summit.

Jeff Burlingame is a senior Two-Brain Business mentor and the owner of Friction CrossFit in Grand Rapids, Michigan. A couple years ago, Jeff took a 30-day break from running his gym—and he never came back. How was that possible? He'd found his golden goose (or in this case, geese). After trusting the wrong person with his business and nearly losing everything, Jeff learned to put the right people in the right seats to grow his business without him.

In this talk, he'll teach you how to spot people with the potential to become golden geese, how to determine which roles they might perform well, how to slowly expand those roles and how to evaluate them. He'll also tell you what you can do to keep your golden geese happy and provide opportunities for growth so they don't fly the coop.

Links:

https://frictioncrossfit.com/
https://fortimedesign.com/

Contact:

jeff@twobrainbusiness.com

Timeline:

4:55 – What’s a golden goose?

6:50 – Golden geese aren’t born; they’re made.

7:47 – Trust, faith and responsibility.

9:16 – Identify their likes, dislikes, strengths and weaknesses.

11:08 – A lesson in what not to do.

13:13 – In hindsight: Mentorship might have prevented disaster.

15:22 – Grow them into responsibility; don’t begin with everything at once.

17:45 – Take a 30-day test run and then evaluate: objectively and subjectively.

19:48 – You might have the right person but the wrong seat. So change seats.

24:28 – Over-communicate: Find out what your staff wants.

26:18 – To get the right people in the right seats, you need to mentor them.

28:10 – What do you need to do to meet their needs?

29:53 – An example of gradual role progression.

33:22 – Part of progressing your staff means stepping out of roles you don’t love.

35:22 – The vacation test: Does your business grow when you’re not there?

37:11 – Homework: Identify your golden-goose candidates, discover their goals and ambitions and identify which roles they could take on.

38:36 – Pay structures and meta-roles.

40:13 – What does it mean to have an abundance mindset?

41:43 – How to keep a golden goose in the coop: Show potential.

45:32 – Take staff progression step by step.

Two-Brain Radio: CrossFit Memes With John Wooley

Wed, 18 Sep 2019 00:00:00 -0400

Two-Brain Radio: CrossFit Memes With John Wooley

You’re probably more familiar with his work than you are with him. John Wooley is the man behind the most popular CrossFit meme page on Instagram, "Make Wods Great Again."

After finding CrossFit nine years ago, John decided to put his keen sense of humor to work on social media, and the rest is history. He and Sean talk about how the page got started, what makes a good CrossFit meme and what it’s like to meet the targets of some of his good-natured humor in person.

Links:

https://makewodsgreatagain.com
https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSX

Contact:

Instagram: @makewodsgreatagain

Timeline:

1:13 – Banker by day, comedian by early morning.

1:36 – "It's like P90x, but harder."

2:48 – The birth of “Make WODs Great Again.”

5:38 – From 0 to 10,000 followers in one month.

7:15 – Powered by coffee and ADD.

8:16 – What makes a good meme?

10:01 – Dealing with controversy.

11:45 – Where do you draw the line?

14:11 – Meeting Mat Fraser—and other meme targets.

17:32 – Becoming an accidental CrossFit celebrity.

19:25 – How the memes get made.

22:34 – More than just a laugh: Bringing the community together.

24:24 – Breaking new ground with podcasting.

25:48 – Interviewing Greg Glassman.

27:22 – Gold mine or labor of love?

28:47 – Keeping it fresh.

Two Brain Radio: How Jill Glasenapp Turned $650 Into $8,400 Through Advertising

Mon, 16 Sep 2019 00:00:00 -0400

Two Brain Radio: How Jill Glasenapp Turned $650 Into $8,400 Through Advertising

Jill Glasenapp joined the Cobra Command CrossFit team as a coach at the gym's two-year mark and bought in as a partner six months later.

Though she'd already put systems in place before joining the Two-Brain family, she knew she needed help growing the business. The lessons she learned in the Incubator, she said, helped her learn how to step out of low-value roles and start working on the business instead.

Now in its fourth year, Cobra Command has a well-refined sales and lead-nurture system in place and has grown its membership from around 150 to 200-plus members.

Links:

https://cobracommandcrossfit.com
https://fortimedesign.com

Contact:

jill@cobracommandcrossfit.com

Timeline:

4:25 – Gym names and comic-book nerds.

5:10 – The journey from coach to co-owner.

6:36 – Negotiating a buy-in.

7:32 – Why mentorship?

8:21 – Discovering the Kingmaker Equation.

9:20 – Learning how to target the right audience.

10:43 – Standing apart as a famiy-centric gym.

11:56 – The lead-nurture process.

13:39 – Training your staff for sales: role playing is key.

16:15 – How to turn a facility tour into a sales strategy.

18:26 – Pitching the best fit for the client.

20:02 – From two or three No Sweats a week to 20.

21:16 – Maximizing location.

23:16 – The key to success? Stocking the team with the right people.

Food For Thought Friday- Who Are You Listening To?

Fri, 13 Sep 2019 00:00:00 -0400

Two-Brain Radio: Converting More Clients With John Franklin and Mateo Lopez

Thu, 12 Sep 2019 00:00:00 -0400

Two-Brain Radio: Converting More Clients With John Franklin and Mateo Lopez

In this episode of Two-Brain Radio, we're taking you inside the 2019 Two-Brain Summit with a talk given by digital marketing mentors John Franklin and Mateo Lopez.

The theme of the talk is this: Know your numbers. John and Mateo will walk you through how to calculate a marketing budget, what it costs to acquire a new member and what to do when you have that information.

They discuss the concept of losing money to make more money, the advantages of digital marketing and the secret "get-rich-quick" tactic most gym owners are leaving on the table.

Links:

https://foreverfierce.com

Timeline:

2:41 – What is good marketing?

5:30 – An effective marketing funnel in action.

7:51 – The era of “build it and they will come” is over.

11:29 – A glance at marketing trends in other industries.

12:53 – In the fitness industry, we have to spend more to compete.

14:54 – How Netflix, Dollar Shave Club and the grocery store lose money to make money.

22:19 – ClassPass and Groupon: Why discounted leads aren’t the best strategy in the long run.

28:13 – Doing the math: What do you need to pay to get a new customer?

29:35 – Calculating your marketing budget.

30:22 – Calculating the lifetime value of a client.

31:57 – What’s your target profit?

32:51 – What are your expenses per client?

35:00 – As you grow, you can spend more on marketing.

36:44 – The effectiveness of digital marketing.

39:32 – The One Weird Trick to Get Rich Quick!

44:16 – Speed matters.

52:29 – You’re never done nurturing.

Two-Brain Radio: Steph Chung

Wed, 11 Sep 2019 00:00:00 -0400

Two-Brain Radio: Steph Chung

On this episode, Sean speaks with former CrossFit Games athlete and current Invictus Fenway coach Steph Chung.

Steph knows a thing or two about hard work. Before becoming a competitive CrossFit athlete, she graduated magna cum laude with a degree in biological sciences from the esteemed Cornell University. She also spent two years teaching pre-medical biology in Qatar.

She originally started CrossFit to supplement her college gymnastics training but discovered a love for CrossFit competition in its own right while in the Middle East, eventually becoming a three-time Meridian Regional athlete and making her CrossFit Games debut in 2018.

Steph tells Sean why she changed career tracks from med student and academic to CrossFit coach, how her academic background makes her a better trainer and what the CrossFit community is like in the Middle East.

Links:
https://invictusfenway.com/
https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSX

Contact:

Instagram: @stephchung2

Timeline:

1:59 – Graduating magna cum laude from Cornell.

2:43 – Steph's thesis: “The potential effects of magnesium deficiency in pregnant mothers and their fetuses."

5:12 – What it’s like to be surrounded by brilliant minds.

6:40 – Postponing pre-med to teach in Qatar.

9:37 – The transition from student to teacher.

13:37 – A shift in professional goals: From treating symptoms to curing disease.

14:52 – Discovering CrossFit: “I had never picked up a barbell before.”

17:54 – From cherry picker to competitive CrossFit athlete.

20:17 – The CrossFit scene in Qatar.

22:33 – Steph’s athletic evolution over her three-year Regional career.

24:11 – The power of positivity.

25: 33 – Competing among the fittest on Earth.

26:27 – Returning to the U.S. and becoming a coach at Invictus Fenway.

28:16 – How to relate to the average-Joe athlete.

29:42 – Lessons learned from her coach and husband Rob.

31:50 – How to give clients the best hour of their day.

34:00 – The future of Steph’s competitive CrossFit career.

Two-Brain Radio: Sasha Kone

Mon, 09 Sep 2019 00:00:00 -0400

Sasha Kone is a 38-year-old mom of two, a horse dentist and also the owner of Endless Mountains CrossFit in Towanda, Pennsylvania, a mountain town of less than 3,000.

Sasha discovered CrossFit after six years of doing functional fitness training with a personal trainer, part of her chiropractor-mandated treatment for low-back pain caused by years of holding heavy horses' heads while she worked. She loved the CrossFit-style training so much that she trained in her barn with jury-rigged barbells made of pipe and sand.

Soon, her buddies started training with her in the barn, and with no CrossFit gyms in the entire county, she decided to affiliate less than a year ago. Though the gym experienced a burst of initial growth, membership plateaued at 30 and she knew she needed help.

That's where Two-Brain came in. With the help of Two-Brain Marketing and the Incubator, Sasha learned to learn from her seed clients, how to place ads and how to develop a lead-nurture and No-Sweat Intro process that turns leads into sales.

Links:

https://www.endlessmountainscrossfit.com/
https://foreverfierce.com/

Contact:

https://www.endlessmountainscrossfit.com/contact
myhorsedentist@gmail.com

Timeline:

2:49 – From field hockey in Philly to the cowgirl life.

6:01 – Moving to Kentucky to become an equine dentist.

8:12 – How years of lifting horses’ heads led Sasha to fitness.

9:29 – Opening the first affiliate in Bradford County.

12:40 – The early days of Endless Mountains CrossFit: three classes per day and no membership fees.

13:44 – When the fire hose went dry: “I need help.”

17:41 – First lesson from Two-Brain: Learn from your seed clients.

19:43 – Learning to lead nurture.

22:41 – Learning how to have conversations that result in sales.

25:00 – How Sasha went on vacation in her first year of ownership.

Food For Thought Friday- Start Telling People What They Need, Not What They Can Afford

Fri, 06 Sep 2019 00:00:00 -0400

Two-Brain Radio: Your Duty to Succeed With Jeff Jucha

Thu, 05 Sep 2019 00:00:00 -0400

In today's episode of Two-Brain Radio, we're treating you to something special: an airing of the final motivational speech of the 2019 Two-Brain Summit, delivered by Two-Brain mentor and owner of West Little Rock CrossFit Jeff Jucha.

In his speech, Jeff explains why you have a duty to succeed. He makes the distinction that duty is not drive, dreams or callings, but the thing inside you that tells you the world needs what you were designed to give it. He shares the stories of his childhood that taught him to recognize duty and to let go of the things keeping him from fulfilling it.

Jeff also speaks about limiting beliefs. Also known as imposter syndrome, these are the thoughts and perceptions that blind us to our value, keeping us from using our gifts and strengths to serve the world.

If you're a human being who's ever wanted to succeed, you won't want to miss this.

Links:

https://twobrainbusiness.com/mentor-item/jeff-jucha/
https://westlittlerockcrossfit.com/
https://drivennutrition.net/

Contact:

jeff@westlittlerockcrossfit.com

Timeline:

4:30 – You’re going to change lives—it’s not a question of “if,” but “how.”

6:18 – Why motivation isn’t the magic key to success.

9:47 – Duty and the sense of inner purpose.

11:27 – Duty is not the same as dreams.

12:39 – Duty is not a sense of drive.

13:42 – Duty is not a calling.

16:02 – What duty feels like.

21:00 – Where duty comes from: Experience and chemical makeup.

27:28 – Duty is a compass.

30:27 – The car ride that put Jeff on crutches and gave him his first sense of duty.

35:39 – Leaving home to live in a 79 “tan and turd-brown” El Camino.

39:08 – Setting ego aside to come back home.

40:43 – To get what you want, ask not how to get it but what’s keeping you from it.

43:38 – What gazelles can teach us about focus and success.

47:12 – Leave the option of failure behind.

48:29 – Leave limiting beliefs behind: Strength is in the mind, but so is weakness.

50:31 – You're stronger, not weaker, for your struggles.

54:18 – The immense value you hold—and your duty to succeed.

Two-Brain Radio: Adrian Bozman

Wed, 04 Sep 2019 00:00:00 -0400

Two-Brain Radio: Adrian Bozman

On this episode of Two-Brain Radio, Sean Woodland talks with one of the OGs of CrossFit, Adrian Bozman. He is one of the few people in the world of CrossFit who is best known by his nickname: “Boz.”

Boz has been around the sport and the training methodology for nearly 15 years. He's been a member of the CrossFit Level 1 Seminar Staff and currently serves as one of the head judges at the CrossFit Games.

He and Sean talk about how he initially got involved with CrossFit, what it’s like dealing with some of the interesting questions he fields from athletes during competition and some of his more memorable moments from his CrossFit career.

Links:

https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSX

Contact:

Instagram: @apbozman

Timeline:

1:34 – Finding CrossFit from amidst a fitness landscape “littered with trash” in the early 2000s.

5:14 – Getting coached by Nicole Carroll at the original CrossFit Santa Cruz.

6:19 – From San Francisco CrossFit trainer to L1 staff member.

7:16 – The “raw,” early days of the L1 Seminar.

8:02 – A decade on the road.

9:21 – The magic of the L1.

11:16 – How Boz got abandoned with Austin Malleolo, naked in a Russian bath house.

14:55 – Becoming “Head Judge.”

16:22 – On the evolution of the CrossFit Games judging team.

17:26 – Bizarre athlete-briefing questions: “Just keep going until you get tired.”

20:56 – What it takes to be a good judge at the CrossFit Games.

24:36 – The origins and evolution of “Ro vs. Boz.”

28:51 – Boz’s fitness today: CrossFit, jiujitsu and a garage gym.

34:15 – The highlight of it all: The culture of CrossFit.

Two-Brain Radio: Laying Down A Foundation For Your Business With Jeff Burlingame

Mon, 02 Sep 2019 00:00:00 -0400

Two-Brain Radio: Jeff Burlingame

On this episode of the Two-Brain Marketing podcast, Mateo Lopez speaks with Jeff Burlingame, senior Two-Brain Business mentor and owner of Friction CrossFit in Grand Rapids, Michigan.

Before opening Friction CrossFit five years ago, Jeff honed his skills through a longstanding career in sales, first as a personal trainer and then as a manager of multiple gyms and hundreds of trainers within a globo-gym franchise.

Yet, when he first opened his affiliate, the business almost failed. Though he knew how to close a sale, he didn't know how to choose a good business partner or when to expand. After he joined Two-Brain Business in 2016—what he described as a "year of revelations"—he learned how to set a strong foundation for his business and hire the right people, boosting Friction CrossFit's revenue by 250% the following year.

Today, Friction CrossFit is running so well that Jeff has "fired" himself and now devotes his time teaching others how to do what he's done through Two-Brain. In this episode, you'll get a taste of just that: How to choose a partner, how to hire, how to phase yourself out and how to turn a free No-Sweat Intro into a closed sale.

Links:

https://frictioncrossfit.com/
https://twobrainbusiness.com/free-call-form/
https://www.amazon.com/How-Win-Friends-Influence-People/dp/0671027034
https://www.amazon.com/Eat-That-Frog-Great-Procrastinating-ebook/dp/B001AFF25W
https://www.amazon.com/Sales-Bible-Ultimate-Resource-Revised/dp/0471456292
https://www.amazon.com/Little-Red-Book-Selling-Principles/dp/1885167601/ref=sr_1_3?gclid=EAIaIQobChMI2cT5_aux5AIVQtbACh1XCgxoEAAYASAAEgK3svD_BwE&hvadid=177354208507&hvdev=c&hvlocphy=9019572&hvnetw=g&hvpos=1t1&hvqmt=e&hvrand=13582753279892882256&hvtargid=kwd-612503615&hydadcr=21931_9689508&keywords=the+little+red+book+of+selling&qid=1567399995&s=gateway&sr=8-3
https://www.amazon.com/Psychology-Selling-Increase-Thought-Possible/dp/0785288066
https://www.amazon.com/Sales-Performers-Sales-Specific-Emotional-Intelligence/dp/1119312574

Contact:

jeff@twobrainbusiness.com

Timeline:

3:50 – The origins of “Friction” CrossFit: the flip of an encyclopedia page.

5:26 – From chubby kid to personal trainer.

9:11 – Jeff’s top recommended reading for sales.

13:54 – From CrossFit hater to Kool-Aid drinker.

17:51 – Working two jobs, living with the in-laws and opening Friction CrossFit.

19:12 – Almost losing it all just six months into ownership.

19:40 – From near bankruptcy to a 250% revenue increase after the Incubator.

23:01 – On business partners: If you have to have one, make sure they’re your opposite.

25:54 – How to fire yourself.

Food For Thought Friday- How Is Your Sleep?

Fri, 30 Aug 2019 00:00:00 -0400

Two-Brain Radio: Rory Mckernan

Wed, 28 Aug 2019 00:00:00 -0400

Two-Brain Radio: Rory Mckernan

On today’s episode, Sean Woodland talks with one of the original members of the CrossFit Games media team: Rory Mckernan.

Rory is probably the most recognizable face when it comes to the media side of the sport of fitness. He played a key role in building the CrossFit Games media team over the years and is still covering the season and the athletes today.

He and Sean talk about how he got started with CrossFit, some of his favorite memories from the early days of the media department, his latest collaboration with two-time CrossFit Games champion Katrin Davidsdottir on her book, "Dottir," and what's in store for Rory's future.

Links:

https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSX

https://www.amazon.com/Dottir-Becoming-Two-Time-CrossFit-Champion/dp/1250142644

https://www.youtube.com/channel/UCmjrf8sQjdEzOeP9Q8e_3_A

Contact:

Instagram: @rorymkernan

Timeline:

1:54 – Homegrown: Before becoming the face of the CrossFit Games, Rory was a coach.

3:41 – The early days of the CrossFit Level 1 and Level 2 seminars.

6:22 – Accidentally ending up on camera at the 2008 CrossFit Games.

7:40 – Learning how to edit video and becoming CrossFit Media’s second employee.

9:17 – The birth of the CrossFit Games Update Show.

12:33 – Wall-to-wall whiteboards, all-nighters and endless retakes.

17:45 – How a Regional recap almost got ruined by a church hymn.

19:31 – Covering the 2012 Camp Pendleton Games event with just a few phones and 30 minutes’ notice.

23:40 – Why it all mattered: making a difference in people’s lives.

27:38 – Coming on board to co-write “Dottir.”

31:39 – Breaking down the process of writing “Dottir.”

33:48 – On editing and the book that almost wasn’t.

36:41 – Glimpsing Katrin’s humanity.

41:09 – Moving from Santa Cruz, California, to Cookeville, Tennessee.

43:51 – Deep breaths and figuring out what comes next.

Two-Brain Radio: Sara Carter

Mon, 26 Aug 2019 00:00:00 -0400

Two-Brain Radio: Sara Carter

On this episode of Two-Brain Radio, Mateo Lopez speaks with Sara Carter, owner of CrossFit PortSide in Gulfport, Mississippi.

When Sara opened her gym six years ago, she was running a one-woman show. She coached all the classes on top of everything else that needs to be done to keep a gym running. Then, when she finally hired some help, she made the mistake of hiring friends instead of seeking out people who were committed to the business for the long haul.

Since then, Sara's overhauled her business with the help of Two-Brain mentorship. She learned how to define her vision and hire the right people to support it, how to delegate and how to use digital marketing more effectively, consistently turning about $300 in ad spend per month into around $3,000 in front-end sales.

Links:

https://www.crossfitportside.com
https://incitetax.com
https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSX

Contact:

sara.carter@twobrainbusiness.com

Timeline:

2:49 – From collegiate basketball coach to CrossFit gym owner.

5:25 – The early days of CrossFit PortSide: a one-woman show.

6:28 – Early marketing strategy: Just hope someone will walk through the door.

8:56 – The problem with hiring your friends.

14:55 – Learning how to advertise.

16:43 – Breaking down the lead-nurture process.

17:54 – The 90-day transformation package and how also including personal training in group-fitness packages leads to better client retention.

21:00 – To convert a potential client, let them talk. As much as possible.

22:28 – Always be hiring.

Food For Thought Friday- When Was The Last Time You Bet On Yourself?

Fri, 23 Aug 2019 00:00:00 -0400

Two-Brain Radio: Good Debt vs. Bad Debt With Clay Ferrer

Thu, 22 Aug 2019 00:00:00 -0400

Two-Brain Radio: Good Debt vs. Bad Debt With Clay Ferrer

On this episode of Two-Brain Radio, Greg Strauch speaks with Clay Ferrer, Founder and CEO of Rigquipment Finance, a lender that specializes in boutique fitness facility financing.

Clay—a passionate CrossFit coach in his own right—talks about the difference between good and bad debt, why you might take on debt for purchases and reserve cash on hand versus paying up front, and why the best time to take on debt is when your business is already in a good place.

He explains the different forms good debt can take—such as the purchase of hard assets—and how to maximize ROI on those investments from Day 1. He also discusses the bad-debt pitfalls gym owners should avoid.

Finally, Greg and Clay discuss Riquipment's exciting partnership with Two-Brain Business, which allows gym owners to finance the Incubator.

Links:

https://rigquipment.com
https://www.uplaunch.com

Contact:

info@rigquipment.com
571-933-8339

Timeline:

4:26 – From investment banker to the financial services sector.

7:46 – Watching the CrossFit Games hung over on New Year’s Day and finding a gym via windshield flyer.

9:36 – From athlete to coach to entrepreneur: The birth of Rigquipment.

11:47 – Taking on debt for a purchase vs. paying up front.

14:42 – Defining good debt.

20:06 – The benefits and dangers of business credit cards.

23:00 – When to take on good debt.

25:44 – Looking at the ROI of a good-debt purchase.

30:54 – Defining bad debt—going beyond the credit card.

31:37 – Merchant cash advances: just a BandAid.

33:22 – Short-term working capital loans: It’s a (interest) trap!

39:00 – Financing the Two-Brain Business Incubator with Rigquipment = good debt.

Two-Brain Radio: Matt O'Keefe

Wed, 21 Aug 2019 00:00:00 -0400

Two-Brain Radio: Matt O'Keefe

On this edition of Two-Brain Radio, Sean Woodland talks with president of Loud and Live Sports Matt O’Keefe.

Not only is Matt agent and manager to four-time CrossFit Games champion Mat Fraser, but he also helps run one of the most high-profile sanctioned events of the Games season, Wodapalooza.

Matt and Sean talk about how he got involved in the business of the CrossFit Games, why Loud and Live decided to expand from one to five sanctioned events in 2020 and what needs to happen moving forward for the CrossFit Games season to not only be successful but also to grow.

Links:

https://www.loudlive.com
https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSX

Contact:

Instagram: @okeefmr; @loudlivesports

Timeline:

1:42 – How Matt found CrossFit.

3:06 – Moving on from the “cookie-cutter corporate structure” and starting a business in the CrossFit world.

3:47 – Becoming Mat Fraser’s manager.

7:12 – What is Loud and Live Entertainment?

8:41 – Discovering Wodapalooza and developing Loud and Live Sports.

12:33 – From one sanctioned event to five.

14:48 – How to retain the individual culture and identities of the five sanctioned events.

18:29 – How to sustain fan interest across so many events.

20:55 – The money question.

22:36 – Future developments for Wodapalooza and other sanctioned events.

25:46 – Giving more people the chance to compete with an international online qualifier.

27:48 – For the long-term success of the Games and sanctioned events, one key strategy: Everyone stick together.

30:02 – Kicking off globalization with the Spanish-language broadcast of the 2019 CrossFit Games.

Two-Brain Radio: Jesse Topp

Mon, 19 Aug 2019 00:00:00 -0400

Two-Brain Radio: Jesse Topp

Jesse Topp is the owner of Topp Performance, a multifaceted strength-and-conditioning center in Port Elgin, Ontario, focused on Brazilian Jiu-Jitsu, CrossFit and personal training.

Topp Performance began as a simple personal-training service that paid the bills when Jesse was competing in Brazilian Jiu-Jitsu. After Jesse discovered that CrossFit training significantly improved his explosiveness, endurance and recovery time in fights, he "totally bought in" and affiliated with CrossFit.

Though the business took off quickly, Jesse's marketing efforts—homemade ads dispatched with no rhyme or reason—weren't geared toward long-term success, and he didn't know how to sell. Through the Two-Brain mentorship program, he learned how to develop systems, manage staff and create high-quality, targeted ads. Last month, Jesse spent $180 on ads and made $5,000 in front-end sales.

Join us to hear how mentorship helped Jesse take Topp Performance from passion project to lifestyle business empire.

Links:

https://toppperformance.com/
https://www.uplaunch.com/

Contact:

Facebook: https://www.facebook.com/jesse.topp.9
Instagram: @toppjesse

Timeline:

3:06 – A fighter discovers CrossFit.

4:39 – The birth of Topp Performance: broke fighter needs to pay the bills.

6:24 – The very first ads: “picking up a can of paint and throwing it at the wall and seeing what would stick.”

10:12 – Life before Two-Brain: No systems, no security.

11:26 – After joining Two-Brain: More revenue, less stress.

12:15 – Getting your staff on board with mentorship and changes to the business.

13:07 – Selling lifestyle change.

13:48 –Revamping digital marketing.

14:36 – The lead-nurture process, from Google Sheets to No-Sweat Intro.

17:49 – The keys to success: hard work, recovery and mentorship.

Food For Thought Friday- What Are You Going To Regret When You're 90?

Fri, 16 Aug 2019 00:00:00 -0400

Two-Brain Radio: Incredible Client Success with Eden Watson

Thu, 15 Aug 2019 00:00:00 -0400

Two-Brain Radio: Incredible Client Success with Eden Watson

In this episode of Two-Brain Radio, Two-Brain founder Chris Cooper speaks with Two-Brain client success manager Eden Watson—aka "the right brain of Two-Brain."

As client success manager for Two-Brain Business, Eden is responsible for maintaining Two-Brain client relationships and increasing client LEG, or length of engagement, and in this podcast, she explains exactly why gym owners need someone in that role and how to get started with a CSM.

She breaks down some of the intrinsic characteristics necessary of a good CSM—empathy, tech-savviness and attention to detail—and illustrates how the role might evolve from simply managing Bright Spot Friday posts a couple hours a week to a full-time role overseeing the client journey and tracking and increasing LEG.

Links:

https://www.sendoutcards.com/app
http://affiliateguard.info/
https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSX
https://www.uplaunch.com

Contact:

eden@twobrainbusiness.com

Timeline:

3:55 – What is a client success manager (CSM)?

6:57 – What does a CSM do?

8:14 – Characteristics of a great CSM.

11:34 – The evolution of the CSM role.

16:00 – Why do you need a CSM? Why not just do it yourself?

23:17 – The tools you’ll need to empower your CSM.

30:01 – Steps you can take today to increase client length of engagement.

Two-Brain Radio: Chase Ingraham

Wed, 14 Aug 2019 00:00:00 -0400

Two-Brain Radio: Chase Ingraham

On this edition of Two-Brain Radio, Sean talks with former Games athlete and current CrossFit broadcaster Chase Ingraham.

Chase has been involved in CrossFit since 2008. He currently owns CrossFit Big D in Dallas, Texas. He competed at the Games in 2010 as an individual and has also been to the Regionals five times. Chase was a member of the CrossFit Games media team and most recently served as an analyst alongside yours truly on the Rogue Iron Game in Madison, Wisconsin, for the 2019 Reebok CrossFit Games.

He and Sean talk about how he got into the broadcast side of the sport, growing up as the son of two high-level athletes and some of his most memorable performances as an individual athlete.

Links:

https://crossfitbigd.com
https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSX

Contact:

Instagram: @chase_ingraham

Timeline:

1:49 – Becoming a CrossFit Games broadcaster.

4:16 – Learning how to BE a broadcaster.

8:32 – How being a coach and a former competitor informs Chase’s work as an analyst.

12:21 – His best broadcast memories aren’t of the sport, but of the people.

14:39 – Being born into a family of superstar athletes.

22:28 – Finally finding his sport in water polo.

27:59 – Finding CrossFit post-collegiate athletics and “cheating” at Fran.

32:35 – Becoming Captain American and the 2010 CrossFit Games experience.

40:29 – Winning the “100s” event at the 2013 South Central Regional: A game of strategy.

46:31 – How Chase predicted his own 14.5 score.

49:21 – The future of CrossFit Big D: Continue to make it a safe haven and the best hour of clients’ days.

Two-Brain Radio: Darren Thornton

Mon, 12 Aug 2019 00:00:00 -0400

Season 3, Episode 2: Darren Thornton

In this episode of Two-Brain Radio, Mateo Lopez of Two-Brain Marketing speaks with Darren Thornton, owner of CrossFit Defy in Toronto, Ontario.

Though Darren’s passion for CrossFit was born out of a love for competition, today, he runs CrossFit Defy for one purpose: to help people get better at life. He’s also a brand-new entrepreneur—CrossFit Defy is less than one year old.

But that doesn’t mean he lacks experience to share. Darren learned quickly the lesson it takes many gym owners years to learn: Get help. Though he’d experimented with Facebook ads and had hired another coach just a few months after opening, he soon realized he needed “a bit of direction.” The business was stable, but growth had halted.

Today, after completing the Incubator, Darren is flourishing in Farmer Phase, having learned some valuable lessons about business structure, digital marketing and how to hire according to your long-term vision.

Links:

https://crossfitdefy.com/
https://www.levelmethod.com/

Contact:

darren@crossfitdefy.com

Timeline:

2:11 – Finding CrossFit in the British Royal Marines.

3:58 – From commando to competitor to gym owner.

5:21 – Discovering Two-Brain Business: “I knew I needed help.”

6:30 – Darren’s mission: to help people get better at life.

8:18 – Lessons learned in the Incubator.

10:49 – Onboarding new clients, personal training and hybrid memberships.

12:28 – It’s all about relationships.

17:15 – Upselling as you go.

18:59 – Hiring for the bigger picture.

24:25 – There’s no magic success pill—you’ve got to work for it.

Food For Thought Friday- Do You Have A Red Box?

Fri, 09 Aug 2019 00:00:00 -0400

Episode 179: Q & A With Coop

Wed, 07 Aug 2019 22:00:00 -0400

Episode 179: Q & A With Coop

In today's episode, we turn the tables as Two-Brain Client Success Manager Eden Watson takes the mic to interview Two-Brain Business founder Chris Cooper.

Eden presents Coop with a couple of the most common questions gym owners ask, and Chris shares some of his hard-won wisdom, earned over the course of more than 10 years of gym ownership.

Chris breaks down the four phases of entrepreneurship, shares some of his own practices for focusing his thoughts and energy, and reveals some of the challenges he's faced—and mistakes he's made—while building Two-Brain Business.

Links:

https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSX

https://twobrain.com/flow/

Contact:

chris@twobrainbusiness.com

Timeline:

2:59 – Defining the four phases of entrepreneurship.

4:44 – Coop’s phase: It just might surprise you.

7:20 – Choosing which roles to take on and which to set the standard for others to fill.

9:35 – The challenge of leadership.

12:05 – To be a great leader, you need a great team.

14:35 – How does Chris produce so much content?

18:11 – Two tricks to staying focused: mentorship and meditation.

21:06 – The biggest problem in the fitness industry: lack of vision.

24:19 – To be successful, build your own platform instead of tearing others’ down.

30:19 – Do one thing at a time.

34:35 – In business as in fitness: Start with small wins.

Two-Brain Radio With Sean Woodland, Episode 12: Stacie Tovar

Wed, 07 Aug 2019 00:00:00 -0400

Two-Brain Radio With Sean Woodland, Episode 12: Stacie Tovar

On today’s episode, Sean speaks with 8-time CrossFit Games individual competitor Stacie Tovar and her husband Dustin.

Stacie first competed at the CrossFit Games in 2009 in Aromas. Her final year was in 2017 in Madison, Wisconsin. She and Dustin own CrossFit Omaha in Nebraska—a gym that has been around for nearly 12 years—and recently became parents with the birth of their first son, Gavin.

Sean talks with Stacie about her career as a CrossFit competitor and how she and Dustin have built their affiliate into one of the best gyms in Omaha. You'll also get insider knowledge of which Disney movies are Stacie's and Dustin's—and Sean's—favorites.

Links:

http://crossfitomaha.com/
https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSX

Contact:

Instagram: @stacietovar, @dustintovar

Timeline:

1:33 – Adjusting to parenthood.

2:22 – Growing up on a Nebraskan farm: Disney movies, hard work and detasseling.

6:31 – Inheriting a taste for competition.

8:28 – Finding CrossFit—thanks to husband Dustin.

10:04 – When Stacie couldn’t do a box jump and why she kept coming back.

11:15 – Becoming a CrossFit Games athlete.

12:26 – Memories from the 2009 CrossFit Games at Aromas: deadlifts, dust and barbed-wire fences.

15:49 – Sharing the veteran’s circle with Becca Voigt and Annie Thorisdottir.

18:18 – Stacie’s retirement send-off moment at the 2017 Games and why she decided to retire.

21:27 – Becoming affiliate owners and running a business with a spouse.

25:40 – The most important qualities of a good affiliate.

27:37 – Developing staff.

31:47 – Characteristics of a great coach.

32:28 – How CrossFit Omaha’s been successful for more than a decade.

35:26 – The future of CrossFit Omaha.

Two-Brain Marketing Episode 20: David Oquendo

Mon, 05 Aug 2019 01:00:00 -0400

Two-Brain Marketing Episode 20: David Oquendo

On today's episode of the Two-Brain Marketing podcast, Mateo Lopez speaks with David Oquendo, owner of Rapid Fit KC in Kansas City, Missouri.

Though many gyms sell personal training, few sell it as the primary offering. Though Rapid Fit does offer group-fitness classes, the first step to joining the gym is to go through the Rapid Fit KC 90 Day Transformation: 90 days of one-on-one training that gets a new client up to speed and seeing results fast.

This is a high-ticket item that, at $460, doesn't come cheap. However, David says the investment helps clients stay committed and the one-on-one attention gives them good results fast, making them more likely to stay long term.

Links:

https://rapidfitkc.com

Contact:

rapidfitmethod@gmail.com

Timeline:

2:10 – Why focus on personal training?

4:18 – Turning to Two-Brain after a $16,000 loss.

6:01 – Selling confidence.

9:58 – The value of a high-ticket offering.

12:28 – A foundation of PT protects both client and owner.

17:09 – Creating stable income for staff.

19:13 – How to get clients to buy high-ticket packages.

23:00 – The key to success: a great team.

Food For Thought Friday- What Hard Things Are You Accomplishing?

Fri, 02 Aug 2019 00:00:00 -0400

Episode 172- Rhino Programming

Wed, 31 Jul 2019 18:00:00 -0400

Two-Brain Radio With Sean Woodland, Episode 11: Mekenzie Riley

Wed, 31 Jul 2019 01:00:00 -0400

Two-Brain Radio With Sean Woodland, Episode 11: Mekenzie Riley

On today’s episode, Sean Woodland talks with four-time CrossFit Games athlete Mekenzie Riley.

This week, Mekenzie will make her fourth career appearance at the CrossFit Games and her third as an individual, which she qualified for with an 11th-place finish in the worldwide CrossFit Open.

She talks a lot about overcoming adversity. Mekenzie dealt with some pretty serious stuff when she was younger—including battling disordered eating, body-image issues and the loss of her parents—but overcame it all to become a successful CrossFit Games athlete.

Mekenzie also shares how she prepared for the Games in Madison and what she would consider a successful season.

Links:

https://growyournutritionbusiness.com/2019-crossfit-games-workshop/

Contact:

Instagram: @itskenzieriley

Timeline:

1:37 – Training in the weeks leading up to the CrossFit Games.

4:28 – Struggling with body image as a teenager.

6:55 – Overcoming anorexia and bulimia.

10:39 – To overcome an eating disorder, you have to want to get better.

14:31 – Remembering Mekenzie’s hero: Her mother.

18:50 – Dealing with the loss of her parents.

22:01 – From Zumba instructor to CrossFit enthusiast.

24:27 – Becoming a CrossFit competitor.

27:39 – Lessons learned from Games past: Be grateful.

30:48 – Training around the new CrossFit Games season structure.

37:45 – What will it take for the 2019 Games to be a success?

Two-Brain Marketing Episode 19: Mauricio Leal

Mon, 29 Jul 2019 00:00:00 -0400

Two-Brain Marketing Episode 19: Mauricio Leal

On today's episode of the Two-Brain Marketing podcast, Mateo Lopez speaks with Mauricio Leal, head coach and co-owner of CrossFit Cypher in Richmond, California.

Mauricio was one of Two-Brain Business' first clients and had been running CrossFit Cypher for four years by the time Two-Brain came along. Still, the gym was barely making ends meet and Mauricio was stretched to capacity—so he joined the family. Though he was apprehensive about the mentorship process at first, today, Mauricio says the experience has been integral to the gym's survival and revival.

In this episode, you'll learn how Mauricio went back to square one to establish systems and processes, eliminate discounts and overhaul the No-Sweat Intro process. He also shares how he learned to manage Facebook ads effectively, today spending $1,000 a month on ads to generate $4,000 in front-end sales.

Links:

https://crossfitcypher.com/
https://growyournutritionbusiness.com/2019-crossfit-games-workshop/

Contact:

mauricio@crossfitcypher.com

Timeline:

2:34 – On b-boying and b-girling and the naming of CrossFit Cypher.

4:32 – Trading engineering for fitness.

8:50 – The crossroads: How desperation drove Mauricio to mentorship.

12:00 – The first steps with Two-Brain: Establishing SOPs and ditching discounts.

17:11 – Selling the hero’s journey.

19:21 – Attentive listening and the goal-review process.

19:56 – Paid ads, lead funnels and building rapport with potential clients.

22:58 – The No-Sweat Intro: making an emotional connection.

27:47 – Finding a tribe in the Two-Brain family.

Food For Thought Friday- Why Can't CrossFit Be PT?

Fri, 26 Jul 2019 00:00:00 -0400

Episode 177: Handling Difficult Conversations With Per Mattsson

Thu, 25 Jul 2019 00:00:00 -0400

Episode 177: Handling Difficult Conversations With Per Mattsson

In this episode, Greg Strauch speaks with leader, entrepreneur and Two-Brain Business mentor Per Mattsson.

When it comes to leadership and entrepreneurship, Per has done it all. He spent more than a decade working in the education system—starting as a high-school teacher before advancing to vice principal and then principal—and has also served as a leadership consultant helping educators, administrators and politicians develop and improve their leadership and communication skills.

In 2009, Per opened one of Sweden’s first CrossFit affiliates and 2015, he launched the food-delivery service PaleoBoxen. He’s the founder of the Coaches Congress—Europe’s largest annual gathering for gym owners and coaches—and he’s also a valued Two-Brain Business mentor.

Join us to learn how Per navigates tough conversations and manages conflict.

Links:

https://twobrainbusiness.com/how-to-handle-tough-conversations/
https://twobrainbusiness.com/mentor-item/per-mattsson/
https://www.coachescongress.com/

Contact:

Per@twobrainbusiness.com

Timeline:

0:49 – Per’s background in education and administration.

2:35 – Dealing with difficult parents as an educator.

6:49 – How Per’s experience as a foster parent prepared him to handle problems as an entrepreneur.

8:44 – The inspiration behind a career of service and entrepreneurship.

11:14 – Tough conversation tactic No. 1: Listen and gather information.

14:42 – Tough conversation tactic No. 2: Ask questions.

18:00 – When tough conversations get emotional.

19:30 – Tough conversation tactic No. 3: Agree on a solution and make a plan for next time.

Two-Brain Radio With Sean Woodland, Episode 10: Scott Thornton

Wed, 24 Jul 2019 00:00:00 -0400

Two-Brain Radio With Sean Woodland, Episode 10: Scott Thornton

On today’s episode, Sean speaks with former NHL player and current CrossFit coach Scott Thornton.

Scott spent 18 years in the NHL after being drafted third overall by the Toronto Maple Leafs in the 1989 Entry Draft. He played nearly 1,000 regular-season games during his career, spending time with the Leafs, Edmonton Oilers, Montreal Canadiens, Dallas Stars, San Jose Sharks and the Los Angeles Kings.

Scott talks about his career in the NHL, how his lifelong love of fitness led him to CrossFit and how he completed an Ironman without having run for more than 90 minutes prior to the race. You'll also hear about some of his favorite coaching moments from the NHL as well why he's passionate about helping everyday people get fit.

Links:

https://indestri.com/coaches/scott-thornton/

Contact:

Instagram: @thorty27

Timeline:

2:56 – The pressures and expectations of being a high draft pick.

7:05 – Highlights of Scott’s 18-year NHL career.

8:15 – Playing alongside his younger cousin, Joe Thornton.

9:57 – How Scott trained while in the NHL.

12:10 – Why he decided to do an Ironman.

13:52 – Using CrossFit for Ironman training.

16:35 – Finding a new passion after hockey: Movement.

18:42 – Attending the CrossFit Level 1 Seminar and starting a gym in his garage.

21:40 – The garage gym: going from “hobby job” to business.

23:17 – Spreading the word with “old-school” marketing.

25:04 – The key to the gym’s longevity: Community.

27:06 – How Scott’s NHL experience helped him become a great coach by teaching him communication.

30:08 – The most rewarding aspects of coaching CrossFit.

32:05 – What Scott’s training looks like now as a master.

36:37 – Always learning: Scott’s goals for the future.

Food For Thought Friday- Are Praising Enough?

Thu, 18 Jul 2019 20:00:00 -0400

Episode 176: Mike Flynn

Thu, 18 Jul 2019 01:00:00 -0400

Episode 176: Mike Flynn

Today we are joined by Mike Flynn: entrepreneur, author, podcast host and all-around good human being.

Mike and Chris met through their mutual publisher, Scribe, and soon discovered they shared a connection: Mike's CrossFit coach, Greg Amundson—aka one of CrossFit's "original firebreathers"—was the very first Two-Brain Radio guest. He also worked with Chris in Kenya for CrossFit For Hope.

In this podcast, Mike shares the fundamental principles of his book, "Master the Key: A Story to Free Your Potential, Find Meaning and Live Life on Purpose," and how they can help entrepreneurs find self-worth and pursue their passion through the six caves: Faith, family, fitness, friends, finances and fun.

You'll learn why finding your "why" isn't enough to achieve lasting success, the true meaning of passion, how to break down your own narrative and reframe it for success, and how CrossFit—and your CrossFit gym—can help others do the same.

Affiliate owners: Interested in learning how implementing a nutrition program at your gym could take your business to the next level? Attending the CrossFit Games? Join Chris and Nicole Aucoin, founder of Healthy Steps Nutrition, for a FREE breakfast and mini-workshop Saturday, August 3, at the Madison Sheraton in Madison, Wisconsin.

Space is limited, so sign up here today: https://growyournutritionbusiness.com/2019-crossfit-games-workshop/

Links:

https://www.amazon.com/Master-Key-Potential-Meaning-Purpose/dp/1544502079
https://theimpactentrepreneur.net/
https://crossfitamundson.com/

Contact:

https://theimpactentrepreneur.net/contact/
Instagram: @theimpactmike

Timeline:

2:47 – The four pieces of the key to success.

5:18 – Understanding passion.

8:23 – Breaking down our own narrative and reflecting on adversity.

11:48 – Actively exploring the deep, dark caves to find the treasure within.

16:18 – "Worth before why."

20:00 – Why entrepreneurs need community.

24:36 – Having uncomfortable conversations.

28:49 – Mike’s journey to CrossFit.

36:28 – CrossFit as a tool for the mind, not just the body.

39:19 – How to find other like-minded entrepreneurs.

43:02 – A glimpse of a class at CrossFit Amundson: more than a workout.

Two-Brain Radio With Sean Woodland, Episode 9: Alexis Johnson

Wed, 17 Jul 2019 02:00:00 -0400

Two-Brain Radio With Sean Woodland, Episode 9: Alexis Johnson

On today’s episode, Sean speaks with two-time CrossFit Games athlete Alexis Johnson.

After competing as an individual at the 2016 and 2017 CrossFit Games, Alexis will return to Madison this year as a member of the Misfit team alongside Jen Smith, Travis Williams and Roy Gamboa. She also recently earned a Ph.D. in algebraic geometry from Rice University.

She talks about battling an eating disorder before she found CrossFit, her journey to becoming a CrossFit Games athlete, why she finds math so intriguing and her goals for the 2019 Reebok CrossFit Games.

Contact:

Instagram: @alexis_mathlete

Timeline:

1:12 – Finding CrossFit after severe calorie restriction.

5:10 – Dealing with an eating disorder as an early 20-something.

7:33 – How to support someone battling an eating disorder.

8:41 – Becoming a CrossFit competitor.

11:02 – Regionals 2015: “Hope but not confidence.”

13:02 – Lessons learned at the 2016 Reebok CrossFit Games.

15:42 – On team competition.

19:48 – Why math?

23:18 – Pursuing a career in algebraic geometry.

24:28 – Teaching kids applicable mathematics.

27:47 – Love at first lick: Math plus ice cream.

28:41 – What comes after Ph.D.?

29:48 – Travis Williams: Secret math genius.

31:14 – Goals for the 2019 Reebok CrossFit Games.

Two-Brain Marketing Episode 18: Ryan O'Shaughnessy

Mon, 15 Jul 2019 00:00:00 -0400

Two-Brain Marketing Episode 18: Ryan O'Shaughnessy

Today we are joined by Ryan O'Shaughnessy, the former operator at Bowery CrossFit in New York City, one of the most competitive fitness markets in the world.

In his nearly two years at Bowery CrossFit, Ryan honed and systematized the gym's lead nurture and sales strategies. Last year, he spent $10,000 on ads that resulted in a whopping 2,000 leads—and thanks to his systematic approach to lead nurturing, $70,000 in front-end sales.

In this interview, Ryan explains his process from the first point of contact to No-Sweat Intro confirmation. He also discusses when and how to accept client feedback, how to cultivate community and how to deal with toxic members.

If you find sales and lead nurturing overwhelming or intimidating, you won't want to miss this episode.

Links:

https://foreverfierce.com/

Contact:

ryan@twobrainbusiness.com
Instagram: @_lucidvisions

Timeline:

3:08 – How Mateo and Ryan earned their stripes together at Bowery CrossFit.

6:39 – Finding CrossFit after a collegiate swimming career.

10:28 – Ryan’s cold-call sales experience at Yelp.

12:15 – How to onboard new clients without alienating existing ones.

13:47 – Why you should seek client feedback from both new and seed clients.

16:43 – How to cultivate community: Lead by example and according to your core values.

22:07 – Dealing with toxic clients: The soft approach.

25:33 – The lead-nurture process.

27:31 – The importance of staff communication during all stages of the lead-nurture process.

28:47 – Address roadblocks before selling to a potential client.

31:44 – How to replace yourself: Put processes in writing and teach according to how people learn.

Food For Thought Friday- How Do You Have Long Distance Meetings?

Fri, 12 Jul 2019 00:00:00 -0400

Episode 175: The Green Light Program With Vaughn Vernon

Wed, 10 Jul 2019 09:00:00 -0400

Episode 175: The Green Light Program With Vaughn Vernon

Today we are joined by Vaughn Vernon, owner and director of Affiliate Guard, an industry-specific company that provides insurance coverage for CrossFit affiliates.

In this episode, Vaughn discusses the Green Light program, a new Affiliate Guard service designed to help gym owners ensure their businesses are compliant with the Safe Sport Act—written to protect young victims from sexual abuse—due to go into effect in 2020.

To be in compliance with this legislation, gym owners will need to conduct annual background checks on trainers, create anonymous tip lines, develop incident documentation procedures and more.

Vaughn shares how the Green Light program will give Affiliate Guard affiliates the resources, templates and procedures they need in order to be compliant and shares best practices for avoiding litigation once this legislation goes into effect.

Links:

https://growyournutritionbusiness.com/
http://affiliateguard.info/
http://affiliateguard.info/resources/templates/

Contact:

vaughn@affiliateguard.info
801-677-0076

Timeline:

2:42 – The Safe Sport Act and what it means for affiliate owners.

5:52 – Best practices for child injuries vs. adult injuries.

8:30 – The birth of the Green Light program: a proactive reaction to legislation.

10:31 – What you get with the Green Light program: background checks, templates, procedures, and more.

13:48 – Scheduled equipment maintenance: Why you need to do it.

20:27 – Beyond the Level 1: Affiliate Guard coverage extends to multiple certs.

26:16 – Health sharing for owners and coaches: How Vaughn saved tens of thousands of dollars with health-care coverage through Affiliate Guard.

Two-Brain Radio With Sean Woodland, Episode 8: Brian Chontosh

Wed, 10 Jul 2019 01:00:00 -0400

Two-Brain Radio With Sean Woodland, Episode 8: Brian Chontosh

On today’s episode, Sean speaks with Brian Chontosh, retired U.S. Marine and founder of Crooked Butterfly.

Brian—aka "Tosh"—served 21 years in the United States Marine Corps, where he rose to the rank of Major. He received two Bronze Stars and the Navy Cross for his actions in March of 2003 during the Iraq war. He is also the founder of Crooked Butterfly, which helps people from all walks of life develop leadership skills.

Brian talks with Sean about the incident for which he was awarded the Navy Cross and how it affected him as a soldier and a person. He also discusses the challenges of re-entering civilian life and how it led to the founding of Crooked Butterfly, as well as what it takes to be a great leader.

Links:

http://www.crookedbutterfly.com/
http://journal.crossfit.com/2009/08/asep-lecture-another-speaker.tpl

Contact:

Tosh@CrookedButterfly.com
@tosh.crookedbutterfly (Instagram)

Timeline:

1:52 – What happened on March 25, 2003.

5:57 – What it’s like to be awarded the Navy Cross.

9:19 – On being an effective military leader.

11:02 – Brian’s first CrossFit experience: Cindy.

16:14 – Bringing CrossFit to the ranks.

19:09 – Retiring from the Marine Corps.

21:34 – The birth of Crooked Butterfly.

22:51 – Arranging “the intimate meeting between you and yourself.”

28:11 – Making people better leaders.

30:53 – Working with teenagers.

32:43 – The biggest misconception about leadership: Trying too hard.

37:26 – The extra-golden rule.

41:07 – The never-ending process of self-discovery and growth.

Two-Brain Marketing Episode 17: Dan Visentin

Mon, 08 Jul 2019 00:00:00 -0400

Two-Brain Marketing Episode 17: Dan Visentin

Today we are joined by Dan Visentin, Two-Brain Business mentor and marketing team member and owner of CrossFit 416 in Toronto, Ontario, Canada.

Dan opened his gym eight years ago in a 1,200-square-foot space with just $25,000. Since then, the gym has moved twice and managed to not only survive, but thrive.

But it wasn't easy.

Dan takes us through the early days of his affiliate—when he was working too much, coaching too many classes and losing his passion—and shares how he revamped his business by defining his vision, putting the right staff people in the right places, and redefining himself as a mentor, not a manager.

He also shares his ad-campaign and lead-nurture strategy, and how he turned $10,000 in ad spend into $30,000 in front-end sales revenue.

Join us to learn how to hire and develop great staff and how to winnow your marketing and lead-nurture processes to get more clients.

Links:

CrossFit 416

"Good to Great: Why Some Companies Make the Leap and Others Don't"

Contact:

Dan.visentin@twobrainbusiness.com
@crossfit_416

Timeline:

3:00 – Intro to Dan Visentin.

6:00 – The early days: Working too much and relocating out of panic.

6:53 – Why join Two-Brain?

8:17 – The first big “aha” moments: Creating a vision and developing staff.

9:37 – Mentoring—not managing—staff.

13:53 – What it means to be a great leader.

16:04 – Hire people who share your values—then find a place for them.

18:49 – Selling a solution to people’s problems.

22:07 – Ads and lead nurturing: trial and error.

28:35 – Selling the prescriptive model.

29:54 – Converting six-week challengers to monthly membership clients.

34:04 – The key to success: Putting the right people in the right places.

Food For Thought Friday- Who Gets The Sandwich?

Fri, 05 Jul 2019 00:00:00 -0400

Founder, Farmer, Thinker, Thief

Two-Brain Radio With Sean Woodland, Episode 7: Tim Paulson

Wed, 03 Jul 2019 00:00:00 -0400

Two-Brain Radio With Sean Woodland, Episode 7: Tim Paulson

On today’s episode of Two-Brain Radio with Sean Woodland, Sean speaks with two-time CrossFit Games athlete and co-owner of CrossFit Pallas in Ithaca, New York, Tim Paulson.

Paulson made his CrossFit Games debut in 2017, finishing 19th his rookie year. He returned in 2018 and will be competing again in Madison this year. He spoke with Sean about how he found CrossFit, CrossFit Pallas' early days in a dingy two-car garage, and why he gave up a job as an accountant with a nationwide firm to take his gym from hobby to career.

Bonus: You'll also learn which high-fantasy novels and authors are his favorites and about his newfound love for photography.

Links:

https://www.crossfitpallas.com/

Contact:
@trexpaulson and @trex.in.the.wild

Timeline:

1:00 – How Tim found CrossFit.

3:03 – Choosing CrossFit over hockey.

3:59 – Becoming a competitor: Tim’s first Regional experience.

6:16 – Finally making the Games.

10:04 – Returning to the Games in 2018 with the wrong mindset.

11:18 – Listening to Mat Fraser bark.

13:12 – Navigating the changes to the CrossFit competition season.

16:14 – Managing mental fatigue.

18:51 – Thoughts on rumors of performance-enhancing drugs.

20:51 – The history of CrossFit Pallas: from hobby to business.

27:25 – How to be a great coach and relate to the average-Joe athlete.

29:35 – Standing out among the affiliate—and non-affiliate—competition.

31:13 – Thoughts on the disappearance of CrossFit Inc.’s social media.

33:56 – Why remain an affiliate?

35:59 – What the future holds: Opening a non-CrossFit gym.

37:15 – The biggest mistake affiliate owners make.

38:25 – Tim Paulson nerds out on philosophy, sci-fi and photography.

Two-Brain Marketing Episode 16: Tyler Lee and Jonathan Gibbons

Mon, 01 Jul 2019 01:00:00 -0400

Two-Brain Marketing Episode 16: Tyler Lee and Jonathan Gibbons

Tyler Lee and Jonathan Gibbons own CrossFit Resurrection in Barrie, Ontario, Canada.

The pair bought the gym three years ago, navigating the sticky situation of raising membership prices and firing the previous owners after they began sowing discord.

Neither Lee nor Gibbons had any prior business, sales or marketing experience and felt overwhelmed at the prospect of advertising and nurturing leads—until they joined the Two-Brain family about eight months ago. Since then, they've totally overhauled and automated their No-Sweat Intro and ad campaign processes. Last month, they spent $800 on ads and generated more than $5,000 in front-end revenue.

Join us to learn how Lee and Gibbons used Two-Brain practices to take their gym from surviving to thriving.

Links:

https://healthystepsnutrition.com/
https://crossfitresurrection.ca/

Contact:

crossfitresurrection@gmail.com
https://www.facebook.com/crossfitresurrection/
https://www.instagram.com/crossfitresurrection/?hl=en

Timeline:

3:49 – Intro to Jonathan and Tyler.

5:54 – Life before Two-Brain: Running in circles.

9:20 – The toughest business lessons they’ve learned so far: Firing the previous owners and raising prices.

12:46 – Make decisions based on numbers, not emotions.

18:09 – Why they turned down a marketer’s offer to get CrossFit Resurrection 100 new leads.

20:39 – Going through the Incubator: Learning to develop systems and train staff.

27:29 – Overhauling the No-Sweat Intro booking process and lead nurturing.

33:36 – Managing paid advertising campaigns.

39:05 – Book No-Sweat Intros based on your schedule, not the potential client’s.

43:49 – The key to success? Communication.

Food For Thought Friday- Parkinson's Law

Fri, 28 Jun 2019 00:00:00 -0400

Episode 174 - Replay of Episode 135: How Excellence Makes You Money

Thu, 27 Jun 2019 00:00:00 -0400

How Excellence Makes You Money

(Originally published on September 11, 2018)

The Pursuit of Excellence is a CrossFit hallmark, but it is not unique to the fitness industry.

From the start, we’ve written that excellence in coaching means great results for your clients. Excellence in business means great results for your family, your clients and your staff.

Excellence in coaching does NOT make you excellent in business. They’re completely different skill sets. And if you own a gym, excellence in business is your job.

This doesn’t mean being excellent once, or having peak moments of excellence, but being consistently excellent. Today we talk with Danielle Brown, manager of quality control at Two-Brain Business, on how to achieve operational excellence and consistency.

Dani will give us step-by-step instructions to build a framework for excellence in your business. She’ll also tell you exactly how we do it at TwoBrain: from hiring future mentors; giving mentors feedback; continuing staff education and ensuring excellence for OUR clients. Then we’ll be discussing the “Queen Bee Role” that we mentioned in last week’s episode.

Call her Dani or Danielle; call her coach or use Her Excellency: Dani is a favorite at TwoBrain.

Danielle Brown has been with Two-Brain from the start, first as a client and now as a mentor.

She opened her CrossFit gym in 2011, where she dove into learning anything and everything about business that she possibly could. Since then she has experienced it all and knows what it takes to run a successful gym and helps other entrepreneurs achieve success in their gyms.

Join us today and take good notes as this episode will truly be invaluable. After listening, be sure to head over to twobrain.com/test and see where you are at in your entrepreneurial journey!

About Danielle:

https://twobrainbusiness.com/mentor-item/danielle-brown/

Timeline:

3:03 – Introduction to Quality Control.

4:35 – Danielle Brown’s journey from Two-Brain Mentor to manager of Quality Control.

7:18 – The truth about coaching and business success in CrossFit.

9:22 – How important is it to be awesome at the service that you provide?

11:11 – Where to find the best practices for your industry.

14:10 – Setting an example within your business for staff.

16:08 – How are mentors at Two-Brain selected and trained?

19:41 – The Two-Brain Mentoring quality-control process.

23:52 – How to know whether your staff is running at a gold standard.

25:32 – How to gain comfortability with reviewing the performance of your staff.

26:45 – The importance of conveying what the gold standard is in your business.

28:28 – The effects of implementing a quality-control system on gym retention.

30:16 – Why Quality Control might be the Queen Bee role in your business.

31:51 – Two-Brain Stories with Brian Strump.

Two-Brain Radio With Sean Woodland, Episode 6: Craig Howard

Wed, 26 Jun 2019 06:00:00 -0400

Two-Brain Radio With Sean Woodland, Episode 6: Craig Howard

On today’s episode, Sean Woodland sits down with two-time CrossFit Games competitor and owner of Diablo CrossFit Craig Howard. Howard won the 50-54-year-old division at the CrossFit Games in 2013, and his affiliate in Pleasant Hill, California, is in its 13th year of operation.

Sean talks with Craig about the keys to competing and training as a masters athlete, how he grew Diablo CrossFit from garage gym to the world-renowned affiliate it is today, and how his gym has managed to send nearly 60 people to the CrossFit Games while still nurturing a robust community of everyday CrossFitters.

Links:

https://diablocrossfit.com/

Contact:

@cshdiablo (Instagram)

Timeline:

1:07 – Craig’s first CrossFit workout: Murph.

3:52 – The 2008 CrossFit Games at the Ranch.

5:10 – Winning the “crispy division” at the 2013 Reebok CrossFit Games.

7:37 – How to train effectively as a masters athlete.

10:16 – The early days of CrossFit.

11:32 – Opening CrossFit Diablo and finding clients before CrossFit was famous.

15:23 – Transitioning from hobby to business.

16:44 – Lessons learned: You can’t be everything to everyone.

19:09 – How to train your coaches to be effective trainers.

21:59 – Dealing with assholes.

23:53 – The key to Diablo CrossFit’s longstanding success: Creating an environment where people thrive.

26:48 – Thoughts on open gym.

29:01 – On producing more than 60 Games athletes but not alienating the rest of the community.

32:53 – Thoughts on CrossFit Inc.’s shift toward health, the elderly, and eliminating its social media.

39:01 – Leaving a lucrative career in pursuit of the Perfect Day.

40:56 – Don’t sacrifice your bread and butter for the sake of add-ons.

Two-Brain Marketing Episode 15: Dr. Ashley Mak

Mon, 24 Jun 2019 00:00:00 -0400

Two-Brain Marketing Episode 15: Dr. Ashley Mak

Today we are joined once again by Dr. Ashley Mak, physical therapist and owner of Hudson River Fitness in Hoboken, New Jersey.

Through a detailed marketing and email nurture campaign, Ashley signed 50 paying clients in just the single month between when he signed the lease in December 2016 to when he opened the doors in January 2017.

Since then, he's continued to streamline and develop his sales and marketing tactics, spending roughly $1,300 a month on ads and generating $7,500 in front-end sales.

In this episode, Ashley shares every step of his sales process from his text and email nurture campaigns to the scripts he gives his sales team. You'll also learn how he uses role-playing to hone No-Sweat Intro consultations for the best sales outcome.

Join us to learn strategies to improve your sales process and turn more leads into clients.

Links:

https://www.hudsonriverfitness.net/
https://incitetax.com/

Contact:

ashley.mak@twobrainbusiness.com

Timeline:

2:05 – Intro to Ashley Mak.

8:15 – How Hudson River Fitness got 50 contracted clients before opening the doors.

14:24 – Differentiating Hudson River Fitness from other local gyms and developing a founders deal nurture sequence.

19:27 – Hudson River Fitness’ ad sequence and nine-touch point system.

21:11 – Letting go, learning to delegate the sales process and writing scripts.

26:37 – Being a filter in the “noisy world of health and fitness.”

28:50 – Training your sales staff.

29:36 – Using the No-Sweat Intro as an information-mining opportunity: the Discovery Phase.

30:52 – Making an emotional connection.

33:01 – Identifying objections ahead of time.

37:21 – Training your sales staff through role play.

43:13 – The key to success: Ask for help.

Food For Thought Friday- Are You Helping Or Are You Selling?

Fri, 21 Jun 2019 00:00:00 -0400

Episode 173 - Replay of Episode 48: What To Do When It All Goes Wrong

Wed, 19 Jun 2019 23:00:00 -0400

Episode 173 - Replay of Episode 48: What To Do When It All Goes Wrong

(Originally published on October 3, 2016)

"Nobody wants our job. But everyone thinks they do."

These are the words Two-Brain Mentor Jay Williams texted me on Friday night. After a rough week in which even my podcast interview didn't happen on schedule, I reflected on how well I handle stress NOW than I did five years ago. I recalled those dashboard-punching, angry-email-sending days, and thought, "I bet these lessons can help someone else get through it."

This episode is dedicated to the martyr; to the workhorse; to the owner who thinks, "I'll just outwork everyone else, and things will be okay." It's not going to happen, and you're hurting everyone (including yourself) in the meantime. You need to do something different.

But that's stressful. Here's how to deal with it. Other times, things are going to go wrong. Sometimes they'll all go wrong at once. When they do, here are the tools to get you through.

Links:

www.Uplaunch.com

Timeline:

5:26 – Working on problems and making mistakes.

8:34 – Dealing with stress.

11:17 – Treat problems like math: Break them down.

14:16 – Look at mistakes through the Growth Mindset.

19:31 – Business is cyclical.

21:32 – Practicing positivity.

28:22 – Stoicism and the worst-case scenario.

34:43 – Identify problems in advance.

39:29 – Respond, don’t react.

Two-Brain Radio With Sean Woodland, Episode 5: Kirsten Pedri

Wed, 19 Jun 2019 00:00:00 -0400

Episode 5: Kirsten Pedri

On this episode of Two-Brain Radio with Sean Woodland, Sean talks with former CrossFit Games competitor and current owner of CrossFit Davis in California, Kirsten Pedri.

Kirsten has competed at the CrossFit Games as an individual in 2017 and as a master in the 35-39-year-old division in 2018. She joined Sean on the phone to talk about her long road to the Games, what motivated her to become a gym owner, why she loves coaching everyday athletes, what it’s like to train her 99-year-old grandmother, Betty, and tips for training while pregnant.

Links:

https://twobrainbusiness.com/
http://www.crossfitdavis.com/

Timeline:

1:17 – How Kirsten found CrossFit.

3:50 – Becoming a competitor.

5:47 – Kirsten’s first Games experience.

8:33 – Transitioning to the masters competition.

12:07 – Lessons from competition.

13:32 – Becoming a gym owner.

16:25 – When your spouse is your co-worker.

18:15 – Coaching and empathizing with non-elite athletes.

20:09 – Coaching 99-year-old “Grandma Betty.”

21:53 – How to effectively coach older clients.

24:55 – Thoughts on CrossFit Inc.’s new home-workout video series.

31:24 – Proudest coaching moments.

33:03 – What the future holds.

35:19 – Training while pregnant.

38:07 – Forging lasting relationships.

Two-Brain Marketing Episode 14: Jack Wheeler

Mon, 17 Jun 2019 01:00:00 -0400

Two-Brain Marketing Episode 14: Jack Wheeler

Today we are joined by Jack Wheeler, founder and CEO of 360 Fitness, a high-end personal training and small-group training studio in Red Deer and Sherwood Park, Alberta, Canada.

In the last year, Jack spent $52,000 on Facebook ads and generated $400,000 in new-member revenue, and in this episode, he'll tell you how he did it.

You'll learn how he markets to and funnels new clients in through evergreen 21-day and six-week challenges as well as how he retains new clients through customized offers and an education-first mindset. Plus, he shares how he generates additional revenue—enough to pay for a full-time front-desk and admin staff—through in-house supplement, shake and meal sales.

Join us to learn how you can best invest your resources to generate new revenue.

Links:

http://360fitness.ca/

Contact:

http://360fitness.ca/
https://www.facebook.com/jackwheelerreddeer

Timeline:

1:58 - Intro to Jack Wheeler.

3:40 - How Jack and Mateo met.

7:50 - The 21-day and six-week intro challenges.

11:15 - An education-based approach to nutrition.

15:03 - Investing in free educational content for your members.

16:25 - To design resources and offerings, ask your members what they struggle with.

19:15 - Make it easier for clients and generate more revenue by offering supplements, shakes and meal services.

24:04 - Internal vs. external marketing strategies.

27:12 - Advertising copy and lead generation.

32:31 - The “know, like, and trust” factor.

34:18 - Ad spend and ROI.

36:17 - Constructing tailored marketing sequences.

40:55 - The client’s first experience and the conversion process.

46:28 - The key to success? Grow some balls.

Food For Thought Friday- What Do You Love About My Business?

Fri, 14 Jun 2019 00:00:00 -0400

Episode 172: Gym-Management Software: Our Unbiased Review

Thu, 13 Jun 2019 00:00:00 -0400

Episode 172: Gym-Management Software

Today we are joined by the famous Jay Williams.

Jay is the owner of CrossFit Hale in California and CrossFit Thames in London. He's also the Director of New Product Development at Two-Brain Business and has worked alongside Chris since the very beginning.

In this podcast, Jay shares the science behind his recent quest to find the top-ranking gym-management software systems. He discusses how he created an unbiased review system that ranked systems based on functionality, usability, reporting, integrations and "bonuses."

The results just might surprise you.

Join us to hear how your favorite software measured against the competition!

The 6 Best Gym-Management Software Platforms: Our Unbiased Review for 2019:
https://twobrainbusiness.com/best-gym-management-software-2019/

Other Two-Brain Episodes with Jay:

https://twobrainbusiness.com/two-brain-radio-episode-4-jason-williams/

https://twobrainbusiness.com/episode-129-taking-action/

Contact Jay:

http://crossfitthames.com/

http://crossfithale.com/

Timeline:

3:12 – Introduction to Jay Williams.

4:33 – Jay’s software-development background and software evaluation process.

8:00 – Creating a scoring system for the top six gym software applications.

12:55 – All the applications looked amazing—at first.

14:35 – How do the top CrossFit software applications stack up?

18:20 – The surprising winner, based on the rankings.

22:45 – How one small application you've never heard of seriously impressed.

24:29 – Why you shouldn't run out and buy a new system.

Two-Brain Radio With Sean Woodland, Episode 4: Zach Forrest

Wed, 12 Jun 2019 00:00:00 -0400

Episode 4: Zach Forrest

On today’s episode, Sean Woodland talks with three-time CrossFit Games competitor, CrossFit Training Staff member, and owner of CrossFit Max Effort, Zach Forrest.

Zach discusses why he had to close two of his locations in Las Vegas and the lessons he learned from the ordeal, his experience competing at the CrossFit Games and the time he lost his pants while coaching at a Level 1 Certificate Course.

Links:

https://twobrainbusiness.com/

Timeline:

1:19 - Zoning regulation issues and the closing of CrossFit West Vegas.

6:54 - The end of a lease, a "financial death trap" and the closing of CrossFit Max Effort.

10:47 - Taking the emotion out of business decisions.

13:45 - The downside of working with an investor.

17:55 - The owner-operator affiliate model, and why Zach wants something different.

19:25 - How to re-open a gym after you've sent all your members to another one.

22:00 - Zach's early days of CrossFit in the Navy with Dave Castro.

24:46 - Joining the Level 1 Seminar Staff.

27:02 - The mystery of the lost pants.

28:40 - The 2009 CrossFit Games at the Ranch.

32:48 - Retiring from competition to focus on business.

34:58 - Proudest coaching moments.

36:56 - CrossFit people are good people.

Two-Brain Marketing Episode 13: Jacqui Hamer

Mon, 10 Jun 2019 00:00:00 -0400

Two-Brain Marketing Episode 13: Jacqui Hamer

Today we are joined by Jacqui Hamer of CrossFit Durst in Brantford, Ontario.

Jacqui left her corporate career to open CrossFit Durst in 2014. Though the gym was relatively successful, in December 2018, she found herself wearing too many hats and struggling to keep the gym together after losing coaches and members to a new gym nearby. At the same time, she saw other gym owners thriving and living the life she wanted for herself—so she joined the Two-Brain family.

Since joining Two-Brain, Jacqui's learned how to grow her business and gain more clients by focusing on CrossFit Durst's mission, perfecting the No-Sweat Intro process, and learning to market effectively (her first ad cost only $174 and yielded $7,000 in new-member revenue!).

Join us to learn how you, too, can take your gym to the next level and work toward your Perfect Day.

Links: https://fortimedesign.com/

Contact:

http://www.crossfitdurst.com/

https://www.facebook.com/crossfitdurst/

https://www.instagram.com/crossfitdurst/?hl=en

crossfitdurst@gmail.com

https://www.facebook.com/jacqui.hamer.3

Timeline:

2:55 – Introduction to Jacqui Hamer.

5:22 – Life before Two-Brain: The good, bad and the ugly.

8:01 – What to do when your staff and clients jump ship.

14:40 – How Two-Brain boosted Jacqui's confidence and empowered her to take action.

17:08 – Selling betterment, health, and longevity to your clients.

19:25 – Spending $175 to generate 105 leads!

23:04 – How visual aids can help clients upsell themselves during No-Sweat Intros.

27:05 – Next steps toward building your Perfect Day—for you AND your coaches.

30:13 – The key to success: organization, systems, communication—and getting help.

Food For Thought Friday- The CEO Role

Fri, 07 Jun 2019 00:00:00 -0400

Episode 171: Free Trials (and Tribulations) with Kyle Racki

Thu, 06 Jun 2019 00:00:00 -0400

Episode 171: Free Trials (and Tribulations) with Kyle Racki

Today we are joined by Kyle Racki of Proposify, based in Halifax, Nova Scotia, Canada. Proposify is a company that helps thousands of companies improve their sales workflow and win new customers. Kyle has recently written a book, “Free Trials (and Tribulations),” and today we dive into his new book and learn more about Kyle’s experiences as an entrepreneur.

Kyle is a really amazing guy who not only runs Proposify but is also an angel investor, speaker, and host of his own podcast. In the early 2000's he went from running a small digital agency to building his own software platform which eventually turned into Proposify.

Don’t forget about the 2019 Two-Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both you and your coaches. Click here to register and sign up now!

Links:

https://www.kyleracki.com/book

https://www.proposify.com/

Contact:

https://www.kyleracki.com/

https://www.facebook.com/kylesracki/

https://www.instagram.com/kracki83/

https://www.youtube.com/channel/UCj8Ote2En8j7RUYbaTcFayw

https://medium.com/@kyleracki

Timeline:

1:05 – Introduction to Kyle Racki.

4:01 – Taking the leap from an agency to entrepreneur.

8:01 – Jumping off the cliff and going for it while starting a business.

9:51 – How to shoulder risk effectively and stay calm in stressful situations.

11:21 – Kyle’s upbringing as a Jehova Witness.

15:26 – How Kyle’s experience as a Jehovah's Witness shaped who he is.

17:20 – The process of raising money for a start-up business.

20:13 – The importance of connections when a growing business like Proposify.

23:10 – How to fire a client when it is a friend.

25:26 – Focusing narrow and deep with a service-based business.

28:23 – How to deal with competition through increased focus.

31:29 – Identifying your top clients and serving them better.

Two-Brain Radio With Sean Woodland, Episode 3: Margaux Alvarez

Wed, 05 Jun 2019 00:00:00 -0400

Episode 3: Margaux Alvarez

On today’s episode of Two-Brain Radio with Sean Woodland, Sean talks with six-time CrossFit Games athlete Margaux Alvarez. Her best finish was 9th in 2015, the year she won the Pedal to the Metal 1 event.

She is also the founder and owner of The Vine Yard, a wine company in Las Vegas. She joins Sean on the phone to talk about her recent appearance at the 2019 Rogue Invitational, her decision to step away from individual competition and how her athletic career has helped her become a successful business owner.

Links:

https://twobrainbusiness.com/
https://thevineyard.space/

Contact:

https://thevineyard.space/contact-1
Instagram: @321gaux; @thegoatwine

Timeline:

0:04 - Introduction to Margaux.

1:04 - Competing at the 2019 Rogue Invitational.

2:01 - The decision to step away from individual competition.

3:39 - How Margaux got into CrossFit.

4:41 - Becoming a competitor.

8:43 - Highlights of Margaux's CrossFit Games career.

13:23 - A new athletic focus: golf and the World Long Drive.

17:15 - The mission of The Vine Yard.

21:33 - The challenges of starting a wine business.

24:26 - Standing apart from the competition.

29:08 - How Margaux's athletic career prepared her to be a business owner.

31:14 - Long-term business goals and lessons learned.

36:33 - Next steps for Margaux's competitive CrossFit career.

Two-Brain Marketing Episode 12: Rob Olson

Mon, 03 Jun 2019 00:00:00 -0400

Two-Brain Marketing Episode 12: Rob Olson

Today we are joined by Rob Olson of CrossFit Simsbury in Simsbury, Connecticut.

Originally from Simsbury, Rob was first introduced to CrossFit at BUD/S (Basic Underwater Demolition/SEAL Training) in 2008. While serving in the military as a Navy SEAL, Rob served tours to Afghanistan, Africa, and Europe.

In this episode, Rob tells us how he made the leap from the military to full-time CrossFit affiliate ownership—and how he went from a struggling, fledgling entrepreneur to thriving small-business owner.

You'll also learn about he generated a new revenue stream with CrossFit Simsbury's innovative program for moms: Diapers and Dumbbells.

Join us today as we discuss Rob’s gym and how he is using Two-Brain Marketing to level up his business!

Don’t forget about the 2019 Two-Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both your and your coaches. Click here to register and sign up now!

Links:
https://foreverfierce.com/

Contact:

https://www.cfsimsbury.com/

Timeline:

1:49 – Introduction to Rob Olson.

4:01 – The early days and struggles of CrossFit Simsbury.

6:27 – The importance of creating roles and tasks in your business.

9:41 – Working on the business instead of in the business.

10:45 – Selling fitness and happiness: The "help first" method.

12:01 – Launching Diapers and Dumbbells.

15:15 – Compensating staff: The 4/9ths Model.

16:02 – Finding new clients.

18:53 – Keeping new clients for the long haul.

22:00 – Generating additional revenue streams for your business

Food For Thought Friday- What Is The Language In Your Handbook?

Fri, 31 May 2019 10:00:00 -0400

Episode 170: Buying Out a Partner with Ashley Mak

Thu, 30 May 2019 00:00:00 -0400

Episode 170: Buying Out a Partner with Ashley Mak

Today we are joined by Dr. Ashley Mak of Hudson River Fitness. Ashley recently bought out his partner and transitioned to sole ownership of the gym.

In this podcast, you'll learn how he navigated every step of the process from creating an exit strategy, negotiating a fair buying price, working with lawyers and absorbing his former partner's responsibilities.

Don’t forget about the 2019 Two-Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both you and your coaches. Click here to register and sign up now!

Links:

Simple Numbers
"How to buy out your partner guide": In the episode summary here:
https://twobrainbusiness.com/episode-170-buying-out-a-partner/

Contact:

ashley@hudsonriverfitness.net

https://www.hudsonriverfitness.net/

https://www.hudsonriverathletics.com/

http://www.amakpt.com/

https://www.linkedin.com/in/ashley-mak-35332991

https://www.facebook.com/amakpt/

Timeline:

1:35 – Introduction to Ashley Mak

3:49 – Starting a gym with a healthy partnership.

9:03 – Determining a fair purchase price.

12:22 – Lawyers and contracts: Navigating the legalities.

16:44 – Developing an exit strategy with a business partner.

19:53 – Financing a buyout.

21:30 – The importance of having a good lawyer during business acquisitions.

23:22 – Conveying an ownership change to gym members

26:13 – Being a sole owner: Stressors and perks.

29:32 – Deciding when to buy if the business isn't profitable.

Two-Brain Radio With Sean Woodland, Episode 2: Bill Grundler

Wed, 29 May 2019 00:00:00 -0400

Episode 2: Bill Grundler

On today’s episode of Two-Brain Radio with Sean Woodland, Sean talks with CrossFit Games broadcaster and masters athlete Bill Grundler. Bill has competed in the masters division at the Games twice, taking second in the 45-49-year-old division in 2015. He also owns and operates CrossFit Inferno, with locations in San Luis Obispo and Nipomo, California.

Bill talks about how he found CrossFit nearly 20 years ago, his time as a competitor, and some of the struggles he’s encountered and lessons he’s learned running his gym for the last 10 years.

Don’t forget about the 2019 Two-Brain Summit, June 8-9 in Chicago! We have some amazing topics and speakers for you and your coaches. Click here to register now!

Links:

https://twobrainbusiness.com/
http://crossfitinferno.com/
https://www.billgrundler.com/

Timeline:

00:03 – Introducing Bill Grundler.
1:36 – How Bill got into CrossFit.
7:30 – Becoming a competitor.
13:50 – Transitioning to the masters competition.
22:49 – The birth of CrossFit Inferno—and lessons learned.
31:40 – Excellence in coaching.
35:10 – Ensuring future success.
40:02 – Bill's new Legacy program for masters athletes.
46:58 – Final advice: Have a solid business model.

Two-Brain Marketing Episode 11: Jarrett Baston

Mon, 27 May 2019 00:00:00 -0400

On this edition of the Two-Brain Marketing podcast, Mateo Lopez speaks with Jarrett Baston of Triumph Strength and Conditioning.

You're going to hear about how Jarrett and his business partner, Mark McCain, went from operating a gym out of a car wash to running a thriving business in the massive, multi-room fitness facility they're in today. (Mark actually had to leave the interview because they had a surprise walk-in No-Sweat Intro!)

Jarrett talks about how investing in a business coach or mentor can help you go from barely making ends meet to making a good living. He also demonstrates how to sell to potential clients by having empathy: meeting them where they're at, making them comfortable and really listening to them.

Plus, Jarrett shares how Triumph Strength and Conditioning consistently turns $300 of ad spend into $2,000 to $3,000 in front-end revenue every month.

Make sure you subscribe to Two-Brain Radio for more marketing tips and secrets each week.

Don’t forget about the 2019 Two-Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both you and your coaches. Click here to register and sign up now!

Contact Jarrett:
https://www.triumphstrength.net/
https://www.linkedin.com/in/jarrett-baston-143589a/
https://www.instagram.com/jarrettba/
https://twitter.com/jarrettba

Timeline:
3:31 – Introduction to Jarrett Baston.
5:04 – How Triumph Strength and Conditioning came to be.
8:09 – Why Jarrett and Mark joined the Two-Brain family and the importance of mentorships.
11:02 – Why gyms should charge appropriately for premium services.
16:20 – Putting people first.
17:54 – Selling the best hour of someone’s day.
20:17 – Selling requires empathy.
23:06 – What a No-Sweat Intro at Triumph Strength and Conditioning looks like.
29:22 – To increase revenue from marketing, seek out mentors.
32:47 – Treating marketing as an investment.
34:01 – How to contact Jarrett.
34:30 – Why you should connect with gym owners in your area to learn and network.

Food For Thought Friday- Who Will You Empower And When?

Fri, 24 May 2019 00:00:00 -0400

Episode 169: Degrees Of Coaching

Thu, 23 May 2019 00:00:00 -0400

Josh Martin is a visionary who coaches fitness.

You can hear his whole coaching story here, and his theory on building coaches to be your strategic advantage here.

Josh is one of the most popular mentors on the Two-Brain team, and he leads the Coaching speakers' panel at the 2019 Summitin two weeks.

At the Summit, Josh will make a "big reveal": a new way to think about coach development in your gym, and some incredibly valuable tools to help build your system, develop your coaching staff, and guide them to meaningful careers in fitness.

Josh develops coaches in degrees. In this episode, he walks host Greg Strauch through the six degrees of coach development.

Way back in the day that you know, there was this idea that if you are just a excellent coach, you know, you, you'd be the best coach ever and everything is going to work out all right with your business. And so it was like this idea that excellence in coaching was tied to excellence in business and we know that's not true. Being excellent in coaching is in no way related whatsoever to being excellent in business.And so what we saw over the years, especially as excellence in business was pursued, is the pendulum kind of swung to where we were focused on a lot of the business side of things and that's not a bad thing at all. I think that that is incredibly important for the sustainability of the whole system. But what we have to remember too as owners is that our coaches are actually the ones delivering the very service that we're selling. And so if we neglect to develop them and continually develop them and make them better and better and offer them a chance at a meaningful longterm career, then all of a sudden we're delivering a product that is just not worthwhile. And so that's really where the impetus for this having a structure surrounding this came from.I really see that there is a tremendous gap for developing your coaches in a is in a simple streamlined way. I think that there is a tendency to try and over complicate things and make it seem way more challenging and robust than it probably should be.

Josh's Six Degrees of Coaching, in a nutshell:

First Degree Coach: The one on one coach that is following a template or a script. This coach is basically leading new members through an OnRamp program, or getting them ready to train with you.

Second Degree Coach: "Instead of just coaching people one on one, now we're going to resource them with how to deal with a group. So we're teaching a group from a template or a script with structure."

Third Degree Coach: "Now we're actually going to go back to one on one, but we're going to introduce elements of program design." This coach is a well-taught personal trainer who can lead a group by following a class plan, too.

Fourth Degree Coach: "As you graduate up to the next level, we're just layering on a little bit more complexity so there's a little bit more responsibility on behalf of the coach. So we're still going to allow them to oversee elements of program design. But now we're going to take this over an entire group population." This coach learns to program for groups, based on historical results and data.

Fifth Degree Coach: "What we would term the head coach or the director of training for an entire facility. They're assessing and evaluating the coaching staff. They are responsible for delivering continuing education in a very structured way. They would also be responsible for onboarding new coaches. They gather and assess this data so that we can use it to drive current and future programs. They're looking at innovation and adapting that to their gym."

Sixth Degree Coach: "A r

Two-Brain Radio with Sean Woodland Episode 1: Annie Sakamoto

Wed, 22 May 2019 00:00:00 -0400

Episode 1: Annie Sakamoto

On today’s episode of Two-Brain Radio With Sean Woodland, Sean sits down with four-time CrossFit Games athlete Annie Sakamoto.

Annie is one of the original CrossFit “Nasty Girls” who helped put the methodology on the fitness map. Sakamoto has been to the CrossFit Games twice as an individual and twice as a master, and she's also an owner and coach at CrossFit Santa Cruz Central in California. Annie talks about her involvement with the early days of CrossFit, her most memorable moments at the Games and how she has helped build CrossFit Santa Cruz Central into a successful business.

Don’t Forget about the 2019 Two-Brain Summit—June 8-9 in Chicago! This year we have some amazing topics and guests for you and your coaches. Click here to register and sign up now!

Links:

https://twobrainbusiness.com/

Two Brain Marketing Episode 10: Cody Ringle

Mon, 20 May 2019 00:00:00 -0400

Two Brain Marketing Episode 10: Cody Ringle

Today we are joined by Cody of CrossFit Cold Water and CrossFit Angola. We hear about his first experiences with CrossFit and how he turned $250 dollars in ad spends and turned it into $5,000 worth of revenue. Cody was first introduced to CrossFit by his older brother in 2014. At the time, Cody was overweight and out of shape and he almost didn’t come back. When he did come back, it took only a couple of classes and he was hooked. Today Cody owns two CrossFit gyms and is committed to improving the quality of people’s lives through strength and conditioning.

Don’t Forget about the 2019 Two Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both yourself and your coaches. Click here to register and sign up now!

Contact:

https://crossfitcoldwater.com/

https://www.crossfitangola.com/

https://www.linkedin.com/in/cody-ringle-19990031/

http://fortitudeatx.com/

Timeline:

1:44 – Introduction to Cody

5:21 – Purchasing a CrossFit gym while still working full time

9:34 – The importance of receiving the right coaching at the right time

10:37 – Leaving the founders phase and leaving martyrdom

15:07 – The importance of developing standard operating procedures (SOPs)

18:53 – Selling more than just a gym membership to your clients

22:18 – How to create an efficient paid advertising system at your gym

27:20 – The importance of listening to your clients

28:34 – Caring about people is the key to a successful gym

31:32 – How to contact Cody

Food For Thought Friday- Focusing On Growth Or Goals?

Fri, 17 May 2019 00:00:00 -0400

Episode 168: Exercise Over Opioids

Thu, 16 May 2019 00:00:00 -0400

Episode 168: Exercise Over Opioids

In the quest to change health care, there are many starting points. Today we are joined by André Riopel, a local physical therapist and entrepreneur from Canada helping chart the future of healthcare. Andre has a wealth of experience in the physiotherapy field treating all kinds of major injuries and learning what it takes to avoid them. We talk about the prevention of major injuries and how CrossFit gyms can help facilitate continued health into later years. Join us as we learn from André’s experiences and his unique point of view on the healthcare field.

Don’t forget about the 2019 Two-Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both yourself and your coaches. Click here to register and sign up now!

Contact:

http://backinmotion.ca/

Timeline:

1:30 – Introduction to André Riopel.

3:35 – Andre’s story and how he got started in physical therapy.

8:28 – How should a physician treat lower back pain.

12:07 – The problems with diagnostic imaging in the medical field.

29:11 – The trouble with diagnosing back pain.

33:21 – The mechanical diagnosis of back pain.

41:23 – Back pain caused by derangement.

48:00 – Is joint popping a good thing?

51:59 – Dysfunctional injuries as an athlete ages.

59:45 – The three activities every human should be able to do.

110:44 – How to reach André Riopel.

Two Brain Marketing Episode 9: Kevin Rundlett of CrossFit Chi-Rho

Mon, 13 May 2019 00:00:00 -0400

Two Brain Marketing Episode 9: Kevin Rundlett of CrossFit Chi-Rho

Today we are joined by Kevin Rundlett of CrossFit Chi Rho in Jackson Mississippi. In addition to running his CrossFit gym, Kevin works full time as a lawyer and is even the city prosecutor! Growing up lifting weights and training since he was 15, Kevin fell in love with CrossFit and after learning that the gym they attended was being sold, they jumped right in to keep it going. In August of 2017, Kevin and his wife purchased the gym and have been running it ever since! Join us as we learn how Kevin manages his gym, law practice and how Two-Brain has helped with both!

Contact:

https://www.crossfitchi-rho.com/

Timeline:

2:20 – Introduction to Kevin

6:14 – Advice for others who are considered purchasing their gym

12:30 – What it takes to break even and profit as a gym owner

13:30 – Staffing a gym that was recently purchased

15:03 – The importance of finding a good general manager

18:27 – The key to success when first starting a new gym

21:16 – How to contact Kevin

Food For Thought Friday-Do You Count Every Penny?

Fri, 10 May 2019 00:00:00 -0400

Episode 167: How You’re Sabotaging Your Business

Thu, 09 May 2019 13:00:00 -0400

Episode 167: How You’re Sabotaging Your Business

On this episode, Chris Cooper joins us to talk about all the ways that you are sabotaging your business. Everyone who has started a CrossFit Gym or is an entrepreneur has made a lot of mistakes. The key is to learn from these mistakes and make sure they don’t happen again! Today we discuss a list of the top mistakes made by CrossFit gym owners and first-time entrepreneurs.

The Top Entrepreneur Mistakes:

Displaying Prices without Context
Forecasting your budgets onto your Clients
Attacking other businesses instead of building their own
Attempting to do too many things at once
Not focusing on communication enough
Sending the wrong messages to your clients

Be on the lookout for my new book coming out in just a few weeks: Founder Farmer, Tinker Thief!

Links:

https://twobrainbusiness.com/

Timeline:

2:18 – Introduction to Sabotaging Your Business

3:01 – Raising your leadership standards to the right level

5:02 – Why you shouldn’t display your prices

7:39 – Forecasting your budgets onto your clients

10:10 – Attacking other businesses instead of building your own

13:22 – Attempting to do too many things at once

16:33 – You need to have more conversations

19:03 – The hierarchy of communication

19:44 – Sending the wrong messages to your clients

24:50 – Should you list your services on your website?

30:11 – The importance of learning from your own mistakes

Two Brain Mentor Series: Oskar Johed

Wed, 08 May 2019 00:00:00 -0400

Two Brain Marketing Episode 8: Jenn Markwardt

Mon, 06 May 2019 00:00:00 -0400

Two Brain Marketing Episode 8: Jenn Markwardt

Today we are joined by Jenn Markwardt from CrossFit Sandpoint, in Sandpoint Idaho. Jenn started the incubator with over 100 clients already, but she and husband Kenny weren't making enough money. They were doing all the work, and Jenn was working outside the business.

Today, Jenn and Kenny both work at CrossFit Sandpoint full time. They've expanded, bought out two partners, and have dialed their systems enough to open a second location. Here's how they did it, how they get new leads, and their sales process for new clients.

Don’t Forget about the 2019 Two Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both yourself and your coaches. Click here to register and sign up now!

Contact:

http://www.crossfitsandpoint.com/

https://www.facebook.com/jenn.markwardt

Timeline:

2:20 – Introduction to Jenn Markwardt

6:23 – Working a fulltime job while starting a gym

10:07 – What was the impetus for looking into Two Brain and starting the Incubator

12:02 – What to do when you want more out of your business?

15:07 – What is it that CrossFit Sandpoint Sells and how do you sell a new client

18:15 – The sales process and sales funnels at CrossFit Sandpoint

24:52 – The key to success in owning a gym: playing the long game

Greg: 00:02 Welcome everyone to Two-Brain radio. It is our mission at Two-Brain to provide 1 million entrepreneurs the freedom to live the life that they choose. Join us every week as we discover the very best practices to achieve perfect day and move you closer to wealth.

Announcer: 00:26 Everybody hates their insurance company until they need their insurance company. My insurance recommendation is Vaughn Vernon of affiliate guard. Before I get into this story, I want to make it clear here that I don't get any kickback for recommending Vaughn, but I've done it so many times. Whenever anybody online asks the question about insurance companies, I always say affiliate guard. Here's why. Years ago when we affiliated with crossfit, my insurance company dumped me citing, quote unquote tractor pulls that we were going to be doing, whatever the hell that is. I've never pulled a tractor in my life. Um, I've driven lots of tractors and I can tell you, I don't think I could pull one if I wanted it to. But that's besides the point. At that time, the person who swooped in and saved crossfit gyms in Canada was Joanne Legal. And if you're in Canada, I recommend talking to her period.

Announcer: 01:16 You don't have to talk to her first. You d

Food For Thought Friday- The "Next" Step

Fri, 03 May 2019 00:00:00 -0400

Episode 166: Protecting Yourself From Lawsuits with Rachel Brenke

Thu, 02 May 2019 07:00:00 -0400

Episode 166: Protecting Yourself From Lawsuits with Rachel Brenke

You just got THE LETTER.

You found a great picture on Google and used it on your website. And now you're getting sued.

Or maybe you're the one who wants to litigate: a coach left your box, she's emailing all your members, and you want to drop the hammer.

What's your first step? Rachel has the answers in this episode.

Don’t forget about the 2019 Two-Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both yourself and your coaches. Click here to register and sign up now!

Contact:

https://rachelbrenke.com/

https://fitlegally.com/

https://connorsandbrenke.com/

Timeline:

3:00 – Introduction to Rachel Brenke.

7:44 – How Rachel manages life, business, and fitness.

9:20 – The legal specialties that fitness professionals need help with.

11:24 – How can business owners protect their CrossFit gym’s brand?

19:44 – Should you be trademarking everything you make?

29:22 – How to handle with other employees and clients taking photos.

35:10 – Dealing with copyright transfers within your business.

37:20 – Using pictures from the internet on your website and in your business.

41:50 – How to handle someone pursuing legal action against you?

45:10 – What to do if a former employee steals your intellectual property?

54:40 – How to reach Rachel?

Two Brain Marketing Episode 7: Coty Bradburn

Mon, 29 Apr 2019 00:00:00 -0400

Two Brain Marketing Episode 7: Coty Bradburn

Thinking of buying or selling your gym? Click here to get our FREE GUIDE:

https://twobrainbusiness.com/free-tools/

Today we are joined by Coty Bradburn of CrossFit Mountain Island in Charlotte, NC.

Coty bought an existing CrossFit gym late last year, and immediately grew its membership from 6 to 50 using Affinity Marketing. Then he started our Digital Marketing program (now built into the Incubator) and has nearly doubled his membership again in a few months.

Here's his intake process, his lead nurture process, his ad spend metrics and Front End Revenue return (it's 6x!)

Don’t Forget about the 2019 Two Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both yourself and your coaches. Click here to register and sign up now!

Contact:

https://www.crossfitmountainisland.com/

https://www.instagram.com/cotybradburn/

https://www.facebook.com/coty.bradburn

Timeline:

2:38 – Introduction to Coty Bradburn

5:33 – Going from 6 Member to 50 in two Months.

8:09 – Advice for people thinking about buying a gym

11:45 – Initial outreach and gaining customers for a new business

13:00 – What made Coty decide to join the Two Brain Family?

16:06 – In Coty’s words, what does he sell at his gym?

18:33 – The sales process at CrossFit Mountain Island

21:02 – How did CrossFit Mountain Island’s metrics change after the Two Brain Incubator

23:52 – The keys to growing a successful CrossFit gym.

Food For Thought Friday- The Three Things School Doesn't Teach Us

Fri, 26 Apr 2019 00:00:00 -0400

Episode 165: Level Method & Nathan Holiday

Thu, 25 Apr 2019 00:00:00 -0400

In business, the best storyteller wins.

One of the first things every entrepreneur does in the Incubator is to map their clients' journey. That foundation helps us plan for better intake and retention. The client is the hero of their story; their coaches are the guides.

The Level Method is based in science and math, but it's powerful because it tells a story. As your client moves from Yellow to Red in the Front Squat, they know they've achieved something. Take the best elements of gaming, badging, and martial arts grading, and you have The Level Method.

At Two-Brain, we advocate services and products that can measurably improve your gym. We're not interested in dumping more ideas on you; we want to share things that WORK.

The immediate benefit that most gym owners see from adding Level Method is an increase in 1:1 training revenue. But long-term, we're tracking LEG and adherence too, because we know that a sticky story draws people back to the campfire.

We've been sharing Nate's story since the start, and we're big believers.

In 2016 Nathan developed what has become known as the Level Method. This is a completely unique, data-driven system that offers clients unparalleled insight into their fitness and progression. After implementing this tool at his own gym, Nathan has shared this powerful tool with many other gyms now providing unimaginably results for their members. Join us as we discuss the Level Method and Nathan’s experience in the CrossFit industry!

Don’t Forget about the 2019 Two Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both yourself and your coaches. Click hereto register and sign up now!

Contact Nathan:

https://www.levelmethod.com/

https://www.levelmethodgym.com/

https://www.instagram.com/nathanholiday/?hl=en

https://www.linkedin.com/in/nathan-holiday-7b874266/

Links:

Getting Things Done – https://www.amazon.com/Getting-Things-Done-Stress-Free-Productivity/dp/0142000280

Pomodoro Technique – https://francescocirillo.com/pages/pomodoro-technique

Timeline:

1:35 – Introduction to Nathan Holiday

4:46 – Developing a unique tool for clients and CrossFit owners, the Level Method

8:51 – How does the CrossFit Level Method work?

11:25 – The importance of highlighting a moment for a client’s experience

16:09 – The structure of the Level Method, Where does a beginner rank?

18:16 – The process of leveling up in the Level Method, Performing an Assessment

22:11 – Building a roadmap for your clients to reach their goal and stay engaged

28:15 – The difference between Objective and Relevance Testing

29:36 – The Level Method Phone App

30:57 – What are the next steps for the Level Method going forward

34:08 – Programming that goes along with the Level Method

37:54 – Testing the Level Method at the Level Method Gym

41:56 – Staying focused and putting a timer to your work

46:05 – How to contact Nathan

Two Brain Marketing Episode 6: Oskar Johed

Mon, 22 Apr 2019 00:00:00 -0400

Two Brain Marketing Episode 6: Oskar Johed

Today we are joined by Oskar Johed of CrossFit Medis. While growing up in Sweden, Oskar was very involved in sports and soon after graduating from college, entered the corporate world. It wasn’t until tearing his ACL that he came in contact with CrossFit and was instantly hooked! While recovering from his injury, the CrossFit Journal was all he had access to for killing time and keeping him going. It was soon after that he decided to quit his job as a banker and open his own CrossFit Gym. Today Oksar splits his time between his gym and traveling the work as a member of the CrossFit HQ Seminar Staff.

Today we dive into a range of topics including how Oskar spent around $15,000 last year which generated over $200,000 dollars in front end sales!

Contact Oskar:

http://www.crossfitmedis.se/

https://www.facebook.com/people/Oskar-Johed/100005979647357

https://www.linkedin.com/in/oskar-johed-5768892/?originalSubdomain=se

oskar@twobrainbusiness.com

Timeline:

1:32 – Introduction to Oskar Johed

4:21 – Changes in Oskar’s Gym before and after Two Brain Mentorship

8:44 – What originally prompted Oskar to sign up for mentorship

12:13 – The immediate changes as a result of the Two Brain Mentorship Program

14:22 – Holding a commitment with your Client and Staff

18:22 – How to retain Quality Control with your coaches

20:21 – Spending $15,000 on ads in one year!

23:49 – How to ensure successful conversion of leads

27:52 – The Key to Success for Oskar’s Gym

Food For Thought Friday- Do You Have Clear Expectations?

Fri, 19 Apr 2019 00:00:00 -0400

Episode 164– Chris Cooper’s New Book: Founder, Farmer, Tinker, Thief

Thu, 18 Apr 2019 00:00:00 -0400

Episode 164– Chris Cooper’s New Book: Founder, Farmer, Tinker, Thief

On this episode, we sit down with Chris Cooper, to talk about his new book: Founder, Farmer, Tinker, Thief. This will be Chris’s fourth book behind Two Brain Business, Two Brain Business 2.0, and Help First and it dives into the heart of entrepreneurship by discussing its four distinct phases. As a business grows, the entrepreneur must also grow and the passion that spurs a founder to quit his job and risk it all will eventually fade and other mechanisms will need to be in place to carry the business forward. Today we talk about this new book and how it came about, how to determine which phase of business and entrepreneurship you are in, and also how to take your business to the next level!

The Four Phases of Entrepreneurship:

Founder: The entrepreneur has bought themselves a job. They work 60 – 70 hours per week delivering their service. Eventually, they will want to either make more money or just take the weekend off.

Farmer Phase: The entrepreneur takes steps from “self-employed” to “business owner”. They build systems and processes, target ideal clients, start marketing to larger audiences, and make careers for others.

Tinker Phase: The entrepreneur’s primary business largely runs itself, and his focus turns inward to reach the next level. He develops leadership skills; makes high level hires; and plans his next project.

Thief Phase: The entrepreneur builds a legacy, plans for retirement, develop cash flow assets, takes passion to new markets, or develops new partnerships to grow their portfolio.

Find out what stage of entrepreneurship you are in by taking the exclusive Two Brain test here: https://twobrainbusiness.com/test/ or schedule your free mentoring call by clicking here!

Links:

https://twobrainbusiness.com/

https://www.facebook.com/founderfarmertinkerthief/

https://twitter.com/twobraincoach

Timeline:

1:35 – Introduction to Founder, Farmer, Tinker Thief

3:16 – How to determine which phase of entrepreneurship you are in?

10:05 – How many people are truly in the Thief phase of entrepreneurship?

11:06 – Robin Hood and the relation to the Thief Phase

12:56 – Is it okay to stay in the Farmer Phase?

20:12 – Growing your gym while away from your gym

22:56 – How to determine the next step for your business or gym

23:48 – Taking the Two Brain Business Entrepreneurship Test

27:02 – The Archie Brown Story, Moving to Farmer Phase

29:54 – Falling backward to previous phases

Two Brain Stories- Per Mattsson

Tue, 16 Apr 2019 00:00:00 -0400

Two Brain Marketing Episode 5: Mary Weider

Mon, 15 Apr 2019 00:00:00 -0400

Two Brain Marketing Episode 5: Mary Weider

Today we are joined by Mary Weider of CrossFit Oshkosh. Mary has helped her gym’s growth explode by launching and running many successful marketing campaigns. Join us today as we learn about how Mary has setup and run these successful campaigns to grow the business!

Mary grew up spending most of her time in the gym as a competitive cheerleader. After stumbling upon CrossFit in 2013, she found her passion and motivation for fitness again and now coaches at CrossFit Oshkosh! Mary loves to help clients build relationships with fitness and push themselves to reach their goals.

Contact Mary:

https://ardentoshkosh.com/

https://www.instagram.com/maryweider/

Timeline:

3:00 – Introduction to Mary Weider

6:20 – Mary’s experience before and after gaining help from Two Brain at her gym

9:05 – What is it that CrossFit Oshkosh Sells other than just CrossFit

10:50 – The importance of spending a lot of time on the No Sweat Intro

15:15 – How often should a marketing campaign be tweaked and re built

18:03 – How to handle lurking clients who have not signed up yet

20:05 – The key to a successful marketing campaign is consistency

23:16 – How to contact Mary

Food For Thought Friday- Where You Came From And Where You Are Going

Fri, 12 Apr 2019 00:00:00 -0400

Episode 163: Two-Brain Media – Mike Warkentin

Thu, 11 Apr 2019 00:00:00 -0400

Two-Brain Radio Episode 163: Two-Brain Media With Mike Warkentin

On this episode, we are joined by Mike Warkentin. Mike is the owner of CrossFit 204 in Winnipeg, Manitoba, and the new co-owner of Two-Brain Media. Mike has been involved in sports for his entire life. After eight years in the media industry, he was able to make his hobby into a career by becoming the managing editor of the CrossFit Journal. When he left the Journal, Mike founded Two-Brain Media with Chris Cooper.

Be on the lookout for Chris' new book coming out on May 7: "Founder, Farmer, Tinker, Thief"!

Don’t forget about the 2019 Two-Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both yourself and your coaches. Click here to register and sign up now!

Links:

https://twobrainmedia.com/

https://www.crossfit204.com/

https://www.youtube.com/watch?v=owZdkAL2a6c

Timeline:

4:06 – Introduction to Two-Brain Media and Mike Warkentin

7:49 – Mike’s experience working at the CrossFit Journal

11:15 – Opening a gym while still working for the CrossFit Journal

18:20 – The launch of Two-Brain Media

27:18 – The ways that Two-Brain Media will be helping gym owners in the future

32:20 – The different types of content and avenues that Two-Brain Media can offer

36:11 – Creating relatable content for your target audience

40:06 – Contacting Mike to book a consultation call

Two Brain Mentor Series: Josh Price

Wed, 10 Apr 2019 00:00:00 -0400

Two Brain Marketing Episode 4: Joleen and Leighton Bingham

Mon, 08 Apr 2019 00:00:00 -0400

Two Brain Marketing Episode 4: Joleen and Leighton Bingham

Today we are joined by Joleen and Leighton Bingham of Thirteen Stripes CrossFit. Joleen and Leighton purchased their gym in 2016 just a week after their son was born! With only 69 members total when they first bought the gym, Joleen and Leighton have grown Thirteen Stripes into a wildly successful gym. Listen in as we discuss how they got their start, how Two-Brain has helped them grow, and their plans for the future!

Contact Joleen and Leighton:

https://13stripescrossfit.com/

info@13stripescrossfit.com

https://www.facebook.com/13stripescrossfit

https://www.instagram.com/13stripescrossfit/

lieghton@13stripescrossfit.com

Leighton.bingham@twobrainbusiness.com

Timeline:

1:35 – Introduction to Joleen and Leighton

4:15 – What is it like to buy a CrossFit gym?

6:57 – The importance of realizing that you need help!

8:43 – How has Thirteen Stripes changes since gaining help from Two-Brain

13:35 – What does Thirteen Stripes sell to their clients other than the CrossFit Gym Experience

18:06 – How to disseminate your clients goals to the rest of your staff effectively

20:11 – How paid advertising has helped Thirteen Stripes grow

28:28 – The statistics behind paid advertising and the returns generated

30:45 – The key to success in growing a successful CrossFit Gym

36:34 – How to contact Joleen and Leighton

Food For Thought Friday- Romwod & Coffee

Fri, 05 Apr 2019 00:00:00 -0400

Episode 162: Healthy Steps Nutrition with Nicole Aucoin

Thu, 04 Apr 2019 00:00:00 -0400

Episode 162: Healthy Steps Nutrition with Nicole Aucoin

Today we are joined by Nicole Aucoin! Nicole owns Health Steps Nutrition which helps gyms offer nutrition services to their clients. After realizing how important nutrition was at a young age, Nicole studied to become a nutritionist while in college. She now boasts over 10 years of experience helping thousands of clients reach their nutrition goals and her programs are currently run at hundreds of gyms and nutrition practices worldwide.

Be on the lookout for my new book coming out in just a few weeks: Founder Farmer, Tinker Thief!

Don’t forget about the 2019 Two-Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both yourself and your coaches. Click here to register and sign up now!

Links:

https://growyournutritionbusiness.com/

Timeline:

4:03 – Introduction to HSN with Nicole Aucoin

8:36 – The importance of having a nutrition certification at your gym

10:38 – Streamlining your nutrition program at your gym

12:52 – What are the best nutrition programs doing to succeed

17:30 – Using case studies to promote nutrition at your gym

21:15 – The importance of developing coaches within your gym and program

22:35 – Ways that technology can be leveraged to grow your clientele

25:15 – What is the roadmap for training a nutrition coach?

30:28 – Overcoming hurdles while starting a nutrition program

Two Brain Stories- Brian Strump

Tue, 02 Apr 2019 00:00:00 -0400

Two Brain Marketing Episode 3: Tania Vrga

Mon, 01 Apr 2019 00:00:00 -0400

Two Brain Marketing Episode 3: Tania Vrga

Today we are joined by Tania Vrga, owner of CrossFit Winnipeg. Tania is an amazing CrossFit owner who strives to help each her clients achieve a healthy and fit lifestyle. Join us today as we dive into a range of topics from purchasing a gym to coaching strategies and more!

Contact Tania:

http://crossfitwinnipeg.com/

tania@crossfitwinnipeg.com

Timeline:

2:14 – Introduction to Tania Vrga

5:28 – Tania’s experience with purchasing an existing CrossFit gym

8:06 – Finding Two Brain and improving the gym experience

13:44 – How to sell Confidence, Energy, and a better Life to your clients

17:45 – Learning sales and applying it at your gym

20:05 – The training and evaluation process for a sales position at your gym

24:00 – Applying Two Brain paid advertising strategies and their results

32:15 – The key to success and longevity of a CrossFit Gym

Announcer: 00:02 Welcome everyone to TwoBrain Radio. It is our mission at two brain to provide 1 million entrepreneurs the freedom to live the life that they choose. Join us every week as we discover the very best practices to achieve perfect day and move you closer to well.

Chris: 00:26 This episode is brought to you by Healthy Steps Nutrition. I first met Nicole over a year ago when one of my favorite crossfit affiliates introduced me to her because Nicole was helping them. Sam Brumenshankel at Crossfit Port Orange started a nutrition program in her box and that conversation turned into something larger. A year later, Nicole has a fantastic bolt-on nutrition program that you can add to your box anywhere in the world. So if you're thinking, I need to start presenting better nutrition information to my clients or I need a new revenue stream, or I want to know more about nutrition, but I don't know where to get started. Healthy steps has that. What they're going to do is put you or one of your coaches even better through course, get them qualified to start teaching nutrition. Then they're going to add you to a private Facebook group. They're going to give you a rollout so that you can do a nutrition challenge at your gym, which more than pays for the cost of enrolling them in the course and then provide an ongoing mentorship program for your nutrition program so that you can continue to run things for your clients like nutrition, accountability plan every month like we do at catalyst.

Chris:

Food For Thought Friday- What Are You Paying For But Probably Not Needing To?

Fri, 29 Mar 2019 00:00:00 -0400

Episode 161: Building a Measuring Stick

Thu, 28 Mar 2019 00:00:00 -0400

Episode 162: Building a Measuring Stick

On this episode, we are joined by Chris Cooper to talk about building a measuring stick for ideas! All of us are surrounded by a million great ideas. The challenge we have on a daily basis is dealing with sorting through all these ideas and choosing the right tasks to focus on. The biggest job we have as mentors is to help you filter these ideas, take action on them and execute them until they are done. Today we talk about the process to do this and how we recommend you do it at Two Brain!

Be on the lookout for my new book coming out in just a few weeks: Founder Farmer, Tinker Thief!

Links:

https://www.amazon.com/Anything-You-Want-Lessons-Entrepreneur/dp/1511366079

Timeline:

2:34 – Introduction to Building a Measuring Stick

3:48 – How does Two Brain grow from user input?

5:35 – You can do anything but you can’t do everything

7:53 – The importance of the roles and tasks exercise

12:02 – The best way to approach new ideas in your business

15:55 – Overloading your business with too much software

18:00 – The hierarchy of questions to ask yourself when choosing between ideas

23:06 – Testing your idea for an appropriate amount of time

29:30 – Some examples of important metrics within your affiliate

Two Brain Stories- Josh Melendez

Tue, 26 Mar 2019 00:00:00 -0400

TwoBrain Marketing Episode 2: Jeff Jucha

Mon, 25 Mar 2019 00:00:00 -0400

Two Brain Marketing Episode 2: Jeff Jucha

Today we are joined by Jeff Jucha, owner of West Little Rock CrossFit. Jeff is an amazing CrossFit owner and contributor to the Two Brain family. After suffering from a life changing car accident in 2004, Jeff changed his life and began eating healthier and working out on a regular basis. This shift in mindset has allowed Jeff to develop a tremendous CrossFit business where he prides himself on helping others make meaningful change in their lives. Today we learn about Jeff’s start with CrossFit, his gym in Arkansas, and how Two Brain has impacted the growth of his business.

Contact Jeff:

jeff@westlittlerockcrossfit.com

http://westlittlerockcrossfit.com/

https://www.facebook.com/WestLittleRockCrossFit/

https://twitter.com/wlr_crossfit

Timeline:

1:00 – Introduction to Jeff Jucha

4:05 – The humble beginnings of starting a CrossFit gym in a garage

10:43 – Signing up with Two Brain and bringing change to the gym.

13:04 – How has Two Brain changed your gym since joining?

17:48 – Selling more than just a workout at CrossFit

23:01 – The difficulty of wearing all the hats within your business

25:05 – The Two Brain philosophy for using paid ads

33:18 – How mentorship helped Jeff build his business and led him to success

36:35 – How to contact Jeff

Announcer: 00:02 Welcome everyone to TwoBrain radio. It is our mission at TwoBrain to provide 1 million entrepreneurs the freedom to live the life that they choose. Join us every week as we discover the very best practices to achieve perfect day and move you closer to wealth.

Mateo Lopez: 00:26 Welcome to The TwoBrain Marketing podcast. I'm your host Teo Lopez. This is our first time using these fancy mics and these fancy headphones. But for those new who are tuning in, I'm one of the digital market mentors at TwoBrain Business. Thanks for listening. This is our weekly dose of digital marketing magic. Every week we're going to go over marketing campaign strategies, useful tips and updates to keep you in the loop on the ever changing landscape of advertising on the Internet for Your Business. And we just want to make sure you stay ahead of the curve so your business can continue to grow. And today we've got a special guest, Jeff Jucha over, uh, over in West Little Rock, Arkansas, or Kansas.

Mateo Lopez:

Food For Thought Friday- Are you Helping or Selling?

Fri, 22 Mar 2019 00:00:00 -0400

Episode 160: Leadership Lessons, with Chris Cooper

Thu, 21 Mar 2019 00:00:00 -0400

Episode 160: Top Leadership Lessons of 2019

The other day I was outside clearing some snow from the trails when I was reflecting upon the last year and some of the leadership lessons that I have learned. Over the past couple of years, Two Brain has gone from 20 or so gyms to now over 500! This is really exciting and has required a level up in leadership skills to tackle new challenges. I think more so than anything, Two Brain is here to train leaders and level up entrepreneurs and that is why I want to talk about the 5 key leadership lessons I have learned over the past year.

Be on the lookout for my new book coming out in just a few weeks: Founder Farmer, Tinker Thief!

Top Five Leadership Lessons:

Creating Clarity in operating procedures
The importance of communication with your staff
Asking for help is critical
Building a moat around your business
Leading from the front

Announcer: 00:02 Welcome everyone to TwoBrain Radio. It is our mission at TwoBrain to provide 1 million entrepreneurs the freedom to live the life that they choose to join us every week as we discover the very best practices to achieve perfect day and move you closer to wealth .

Greg Strauch: 00:29 on this episode. You guys get to hear, Chris Cooper talk about the top leadership lessons he learned in 2018 . He's reflecting on the past year of 2018, withTwoBrain. We've been growing more than ever and he talks about the five leadership lessons that he's learned throughout this process to make him more of an effective leader. Enjoy the episode.

Chris: 00:53 Hey everyone. Chris Cooper here and really thrilled to see you this year in June in Chicago at the 2019 TwoBrain summit. Every year we have two separate speaking tracks: one for you, the business owner and there's one for coaches that will help them make better, longer, more meaningful careers under the umbrella of your business. This year. We've got some pretty amazing topics like: the client success manager, how to change your life, organizational culture or the business owner's life cycle, how to have breaks, how to have vacations, how to help your marriage survive. Owning a business and motivation and leadership. How to convert more clients, how to create a GM position that runs your gym for you and leaves you free to grow your business. How to start a business owner's group

Two Brain Stories- Caleb Woiwod

Tue, 19 Mar 2019 00:00:00 -0400

TwoBrain Marketing Episode 1: Sherman Merricks

Mon, 18 Mar 2019 00:00:00 -0400

This is our NEW podcast, Two-Brain Marketing, where we'll focus on sales and digital marketing. Your host is Mateo Lopez!

Stop spinning your wheels.

Use our Free Help Kit as a roadmap to a more successful gym. Click here to get your FREE Kit.

Greg Strauch will be back on Thursday with the Two-Brain Radio Podcast.

Thanks for Listening!

To share your thoughts:

Leave a note in the comment section below.
Email greg@twobrainbusiness.com.
Share this show on Twitter, Facebook, or Instagram.

To help out the show:

Leave an honest review on iTunes. Your ratings and reviews really help and I read each one.
Subscribe on iTunes.

Food For Thought Friday- What Is Your Perfect Day?

Fri, 15 Mar 2019 00:00:00 -0400

Episode 159: Buying Assets With Joe Flanigan

Thu, 14 Mar 2019 00:00:00 -0400

Episode 159: Buying Assets With Joe Flanigan

On this episode, we take a step in a different direction. Joe Flanigan joins us to talk about what to do once you get to a point where you are ready to buy other business assets and grow your wealth. We specifically focus on buying multifamily apartment buildings and gain a better understanding of the risks and rewards of investing in real estate. Join us in this exciting episode!

Joe Flanigan is from Houston, Texas, where he owns District H CrossFit. Joe started CrossFit in 2005 and spent five years studying the methodology behind the fitness program before he got into coaching. As a coach, he specializes in weightlifting and helping others achieve their fitness goals. In addition to owning a gym and his passion for fitness, Joe loves real estate and has been involved in the real estate market for many years now.

Don’t forget! Find out what stage of entrepreneurship you are in by taking the exclusive Two Brain test here: https://twobrainbusiness.com/test/ or schedule your free mentoring call by clicking here!

Links:

https://districthsf.com/?fbclid=IwAR1AlN11S7GLJayP1_qsgOnxqlsiPZydLmyS_daFZeoupHTUiqVjiIJHJj4

https://www.facebook.com/DistrictHStrength/?ref=search&__tn__=%2Cd%2CP-R&eid=ARB8AuaRRtwZAM7-WBdrSyHNAHPFZLfW5xakNipf4ENm9Tgp3t7kd9XU5l4-QbvhNjT6EBa6LtiXa-Lu

https://www.linkedin.com/in/joseph-flanigan-529337a/

Timeline:

2:08 – Introduction to Buying Assets with Joe Flanigan.

6:30 – What lead Joe to buying apartment complexes and other real estates.

9:15 – The first step to investing in real estate once you have enough cash.

11:18 – The importance of risk level when investing in real estate.

13:45 – How to get started investing in multifamily real estate?

18:23 – What is the best way to determine your net worth.

20:26 – How to search for the right property to invest in?

24:34 – What are the critical numbers to perform due diligence on.

30:34 – How to find the right investors for big investment projects?

33:10 – Distributing profit to passive investors and active investors.

37:49 – How long does it take to close a typical real estate deal?

Two Brain Mentor Series: Anastasia Bennett

Wed, 13 Mar 2019 00:00:00 -0400

Two Brain Stories- Drew Thomas

Tue, 12 Mar 2019 00:00:00 -0400

Food For Thought Friday- Leadership Traits

Fri, 08 Mar 2019 00:00:00 -0500

Episode 158: Strategic Advantages with Josh Martin

Thu, 07 Mar 2019 00:00:00 -0500

Episode 158: Strategic Advantages with Josh Martin

How do we celebrate our strategic advantages? In this episode we talk with Josh Martin, a mentor on the Two Brain Team, about the three most common strategic advantages to a CrossFit Gym: Coaching, Programming, and Community. Many gyms claim to have the best coaches, the best programming, and best community but do they in reality? Learn how you can actually market these items correctly and truly bring them out as strategic advantages.

Josh Martin is not only a Two Brain mentor but also owns his own CrossFit gym in Lithia Florida, CrossFit for Glory. Josh has always been big into fitness growing up playing baseball, basketball, and even speed skating! At the University of Florida he got his degree in Applied Physiology and Kinesiology before stumbling upon CrossFit and opening up his own gym. Josh enjoys helping other people reach their health and fitness potential and CrossFit has provided the perfect platform to do so.

Don’t Forget! Find out what stage of entrepreneurship you are in by taking the exclusive Two Brain test here: https://twobrainbusiness.com/test/ or schedule your free mentoring call by clicking here!

2019 Two Brain Summit in Chicago! Register here!

Links:

https://twobrainbusiness.com/mentor-item/josh-martin/

https://crossfitforglory.com/

Contact Josh:

josh@twobrainbusiness.com

https://www.facebook.com/crossfitforglory/

https://twitter.com/crossfit4glory

https://www.instagram.com/crossfitforglory/

Timeline:

3:00 – Introduction to Strategic Advantages.

4:46 – What are the top 3 strategic advantages for CrossFit Gyms

10:25 – Making an impact in your community by giving back as an advantage

13:17 – How to use programming as a strategic advantage

17:27 – I have the best coaches! The strategic advantage of coaching.

20:10 – The best ways to market strategic advantages to new clients

Food For Thought Friday- Taking Action

Fri, 01 Mar 2019 00:00:00 -0500

Kolbe Test
Take the Kolbe A™ Index

Book a Free Call

Two Brain Stories- David Pope

Thu, 28 Feb 2019 00:00:00 -0500

Episode 157: Running a Successful Event with TJ Belger

Tue, 26 Feb 2019 00:00:00 -0500

Episode 157: Running a Successful Event with TJ Belger

Overseeing or orchestrating an event within your business is never easy. Today we talk with TJ Belger about running the CrossFit masters event in Northern California. We get into how he got started with CrossFit and how to identify problems, find the right people, and execute to a plan. Additionally, we cover a whole host of dos and don’ts for running a successful event.

TJ is originally from New Jersey and got his start in the fitness industry as a personal trainer. After gaining the itch to expand his knowledge and find a more competitive environment, TJ found CrossFit and soon after founded TJ’s Gyms. TJ holds many certifications from CrossFit HQ but he finds that it is his independent learning that really is most applicable to helping his clients succeed. His passion is helping people set goals, stay accountable, and lead better lives!

Don’t Forget! Find out what stage of entrepreneurship you are in by taking the exclusive Two Brain test here: https://twobrainbusiness.com/test/ or schedule your free mentoring call by clicking here!

Links:

https://www.tjsgym.com/

Contact TJ:

tj@tjsgym.com

Timeline:

1:34 – Introduction to Running a Successful Event

6:06 – From small events to HQ endorsed large events

12:46 – What are the key points to have in place before hosting a big event

16:40 – Performing an after action report on necessary changes post event

23:00 – The competitive atmosphere of a CrossFit event

29:15 – The importance of starting small

32:15 – Being rejected from major sponsors

35:45 – Correcting issues when things go wrong

Food For Thought Friday-Do You Trust Your Staff?

Fri, 22 Feb 2019 00:00:00 -0500

Two Brain Stories- Kristy Anderson

Thu, 21 Feb 2019 00:00:00 -0500

Episode 156- Youth CrossFit with Gretchen Bredemeier

Tue, 19 Feb 2019 00:00:00 -0500

Episode 156- Youth CrossFit with Gretchen Bredemeier

Today we talk about CrossFit youth programs! If you are like me, you were very enthusiastic to start one but didn’t realize just how much work CrossFit Kids can be! On this episode, we talk with Gretchen Bredemeier who has started a really excellent program for CrossFit Kids. We dive into what sort of challenges a gym owner will face with a youth program, customizing the youth program to meet the needs of your gym, and we talk about the ROI you can expect. Gretchen does a fantastic job mentoring other gyms on how to start a kids program so be sure to book a Youth CrossFit Intro Call today!

Links:

https://www.facebook.com/groups/twobrainkids/

https://www.instagram.com/coach2kid/

https://www.lococrossfit.com/youth-photo-gallery/

https://kids.crossfit.com/

Contact Gretchen:

gretchen@twobrainbusiness.com

Timeline:

2:20 – Introduction to Youth CrossFit with Gretchen Bredemeier

8:25 – How the CrossFit Youth program was created and designed

11:04 – What attributes do a gym need to foster a CrossFit Kids program

14:59 – What does the CrossFit Youth program bring to the table and build on top of other programs within your gym

19:02 – The marketing skills required to jump-start a Youth CrossFit Program

25:51 – Other benefits besides just improving your business

28:09 – The process required to get started with the Youth CrossFit program

Food For Thought Friday- Do You Praise For Process Or For Talent?

Fri, 15 Feb 2019 00:00:00 -0500

Two Brain Stories- Josh Melendez

Thu, 14 Feb 2019 00:00:00 -0500

Two Brain Mentor Series: Brian Strump

Wed, 13 Feb 2019 00:00:00 -0500

Episode 155 – Driven Nutrition with Jason Rule

Tue, 12 Feb 2019 00:00:00 -0500

Announcer: 00:02 Welcome everyone to to brain radio. It is our mission at TwoBrain is to provide 1 million entrepreneurs the freedom to live the life that they choose. Join us every week as we discover the very best practices to achieve perfect day and move you closer to wealth.

Announcer: 00:26 This episode is brought to you by ForTime Design. The real focus of this episode is talking about the value of your time. Is it worth it to outsource your programming and what I started to bring business.com to bring coaching.com I built these sites myself from scratch because I wasn't satisfied with what else was out there. It's important to know how to build a website yourself. It's important to know how to change your own oil. It's important to know how to rotate your own tires, but the value of your time is what's most important. I'm not a graphic designer, I'm not a website designer and so I trust liquid state design to take care of all this stuff for me. Check them out. Toxic Teresa, they do some pretty amazing work and a lot of two brain gyms are already using them. To huge advantage in their local market.

Greg Strauch: 01:10 All right. I'm here with Jason Rule, owner of Driven nutrition. Jason, how are you?

Jason Rule: 01:15 I'm good. Thanks for having me on Greg. I appreciate it.

Greg Strauch: 01:18 Happy to. I know personally within my gym, I love the products that Driven nutrition has been able to offer us. I would say as a business owner, I love the profit margins as well. Uh, before we get into all that, let's kind of start with your story. Let's start with kind of what led you up to open driven nutrition and uh, Kinda expand and we'll go from there.

Jason Rule: 01:37 All right. Right on. We'll dive into it. So about 20 years ago, I bought my first supplement store and then shortly after that, about a year after that, about

Food For Thought Friday- What Are Bright Spots Friday?

Fri, 08 Feb 2019 00:00:00 -0500

Two Brain Stories- Ashley Andrews

Thu, 07 Feb 2019 00:00:00 -0500

Episode 154 – The Intramural Open, with Mike Lejeune

Tue, 05 Feb 2019 00:00:00 -0500

Episode 154 – The Intramural Open with Mike Lejeune

The Intramural Open is a fantastic way to build your community during the CrossFit Open. The focus is on inclusion and celebration instead of competition (though there’s a good bit of that, too.) Every year, we’ve built and improved on the idea thanks to the feedback from those gyms.

The Intramural Open was invented by Chris Cooper, founder of Two-Brain Business. You can download our 2019 Intramural Open Guide here for free!

You should also read "How To Make The Open Easier" after you've downloaded the guide.

On the podcast today, we are joined by Mike Lejeune of CrossFit SciCoh and Echelon. Mike's been running the Intramural Open at his gyms for years, and built Echelon to help him host competitions in his gym. The software makes it easy to host world-class fitness competitions. We talk about hosting competitions in general; the Intramural Open in particular; changes to the Games season (and the effects on your business!) and new opportunities for you as a box owner this year.

Don’t Forget! Find out what stage of entrepreneurship you are in by taking the exclusive Two Brain test here: https://twobrainbusiness.com/test/or schedule your free mentoring call by clicking here!

Timeline:
2:43 – Introduction to the Intramural Open
4:19 – What is the Intramural Open?
5:57 – How you can get the Intramural Open started at your gym?
10:45 – The importance of creating a competitive environment and keeping it fair
17:17 – Why RX athletes are not placed on a pedestal for the Intramural Open
18:31 – Facebook Live Events to pump up the gym during the Open
20:24 – Boosting participation through Friday and weekend events during the Open
26:46 – The Sixth-week grand finale to the Intramural Open
28:24 – Motivation and prizes for winning the intramural open
33:00 – The Re-Open, the midterms for the Open.
36:19 – The benefits of using Echelon for Intramural Open planning
39:29 – How to sign up to use Echelon and begin planning an event

Links:
https://echeloncomps.com/
https://twobrainbusiness.com/intramuralopen2019/

Contact Mike:
mike@echeloncomps.com

Food For Thought Friday- Is Your House Running Properly?

Fri, 01 Feb 2019 00:00:00 -0500

Two Brain Stories: Ruth Cheng

Thu, 31 Jan 2019 00:00:00 -0500

Episode 153 – UpLaunch with Matt Verlaque and Jake Johnson

Tue, 29 Jan 2019 00:00:00 -0500

Episode 153 – UpLaunch with Matt Verlaque and Jake Johnson

If you were building the perfect software tool for gyms from SCRATCH, where would you start?

I would start with a CRM. The most important work we do is the work that helps our clients. That doesn't mean a scoreboard; that means a way to help them get started seamlessly, stay excited and engaged, and reward them for great behavior.

The second most important work we do is the work that helps our coaches. That doesn't mean easier payment processing; that means a way to see clients' goals and progress, reminders to contact them, and a way to share their authority-building content.

Finally, you need software that will help you increase sales. Payment software solved that problem in 2006, but hasn't really improved much since. And that software doesn't increase sales; it just automates the sales you've already made.

Nurturing future clients means talking to people who are paying attention...but not yet paying you money. While I wish every gym owner would write 500 words every day, or send a caring video to every person who said, "Talk to me more!" on their site...the reality is that it's not going to happen. You just don't have time.

Now, your website doesn't do any of this stuff. Does your booking/billing/scorekeeping software? I doubt it.

Really, scorekeeping is one of the least important things you do in your gym. This other stuff is mandatory. And that's what a CRM does.

Enter UpLaunch: a CRM for the gym industry.

Jake Johnson and Matt Verlaque were actually two of my first guests on this podcast back in 2016. The idea was so solid, and their offer to "Help First" was so great that we "helped fast": we gave away some free emails for people to automate. Then they spent over two years refining the product. Now it's finally ready.

Join us today as we discuss how this tool can be used in your gym and how to get started with an exclusive offer for the Two Brain Family.

UpLaunch was launched by Matt and Jake who are both former firefighters are also CrossFit gym owners. The company was originally born within the walls of CrossFit Gettysburg, PA. As Matt and Jake began to grow their fitness business they soon realized that there was no software platform available that made it easy to deploy advanced marketing automation strategies and tactics without setting up third party tools. Ever tool that already existed was either expensive or extremely complicated and that was just not good enough. Originally a mix up of third party tools, today UpLaunch provides a customer software solution for box owners that is unparalleled. Listen in on today’s episode to learn more about how powerful this platform is and the extensive capabilities it offers gym owners worldwide.

Don’t Forget! Find out what stage of entrepreneurship you are in by taking the exclusive Two Brain test here: https://twobrain.com/test/or schedule your free mentoring call by clicking here!

Links:

https://www.uplaunch.com/twobrain

http://joeycoleman.com/book/

matt@uplaunch.com

jake@uplaunch.com

Timeline:

1:30 – What is UpLaunch?

3:00 – How UpLaunch was started by two former firemen?

7:05 – The early beginnings of UpLaunch and how it became to be

13:02 – Developing today’s version of software and going back to school

18:58 – Leaving the firefighting profession an

Food For Thought Friday- 5 Mantras To Live By

Fri, 25 Jan 2019 00:00:00 -0500

1. “Heartily know, when demigods go, the gods arrive.” – Emerson.
People leave your gym (or life) for a reason. Usually it’s to make way for better people.

2. “You wouldn’t worry so much about what others think of you if you realized how seldom they do.”– Eleanor Roosevelt.
Seriously, you’re the only one worrying about your programming and most of the “box drama”. Your clients have lives outside the box.

3. “They’re not your friends.” – Big Nick
Your clients are your clients. They pay you money in exchange for service. Your friends do not. It’s black and white, not gray. You don’t do discounts for friends, or “cut them a deal.” If they ask, they’re not your friends.

4. “How will this affect your best clients?” – Mike Michalowicz
It’s very tempting, sometimes, to make an exception to get the sale. When a big company asks for a corporate discount, ask yourself if it’s fair for your new clients to pay less than your amazing existing clients.

5. “You can always afford to be generous.” – OK, that was me.
You don’t need money to help people. And you don’t need to give them money – or discounts – to help them, either.
This week, I showed my financial planner how to set up a free seminar. I showed my accountant how to build a Facebook ad for tax season, and told a group of 14 millionaires how to write a book. They don’t really need your money; they need your brain.

Two Brain Stories: Ryan Stemper

Thu, 24 Jan 2019 00:00:00 -0500

Two Brain Mentor Series: Jeff Burlingame

Wed, 23 Jan 2019 00:00:00 -0500

Two Brain Mentor Series Jeff Burlingame

At Two Brain we have over 20 mentors from around the world. In this episode I interview mentor Jeff Burlingame to hear how he got started in the gym business, and his path to becoming a mentor.

Jeff knew he wanted to be mentor in his late teens after years of watching TV shows like Kitchen Nightmares, Hotel Hell and Bar Rescue. As he started frequenting gyms he realised he wanted to mentor gym owners. Hear about his journey to get there, which includes, working in sales, becoming the owner of a gym and being fired. He talks about how he tuned his gym around and why action was the thing that got him through.

Discussion Points

What led to Jeff wanting to be a mentor (01:02)
How he started his gym career as a personal trainer and how his career in gyms progressed (3:00)
How having his daughter changed his attitude to working 15-hour days and led him back to the idea of mentorship (03:52)
Finding the opportunity to open his own gym (05:52)
Running his first CrossFit gym and how he ended up buying it (08:00)
Working out how to make money from the gym and working with Two Brain (14:40)
Turning his gym around (16:33)
The importance of action and momentum (17:46)
How Jeff became a mentor with Two Brain and the tough training he went through (20:35)
That going through the tough times of running a business is what builds character (25:00)
What Jeff has learned from being a mentor (27:11)
Why authenticity and experience in the industry are important to look for in a mentor (30:20)
The importance of talking to your potential mentor and seeing if you align (33:38)

Links

Two-Brain Business: Grow Your Gym by Chris Cooper

Episode 152 – The Tinker Phase of Entrepreneurship, with Jeff Smith

Tue, 22 Jan 2019 00:00:00 -0500

Jeff Smith is the owner of Cannon CrossFit, a real estate investor, and leader of the TwoBrain Tinker program.
In this episode, Jeff talks about his story, what it means to be a mentor, and what it means to help those in the Tinker Phase.

Contact Jeff:Jeff.smith@twobrainbusiness.com
Timeline:
2:39 – Introduction with Jeff Smith
11:30 – Joining Two Brain as a mentor
13:09 – Joining the military, the motivation behind the decision
15:31 – Jeff’s other business, real estate.
17:14 – The importance of being a lifelong learner
21:27 – The benefits of splitting up your day with a workout
22:39 – How has a real estate investing led to becoming a better mentor
26:12 – The importance of learning while mentoring someone else
29:53 – How to contact Jeff

“For this reason, they must believe in the cause for which they are fighting. They must believe in the plan they are asked to execute, and most important, they must believe in and trust the leader they are asked to follow.”

—Jocko Willink, Extreme Ownership: How U.S. Navy Seals Lead and Win

Founder, Farmer, Tinker, Thief

In the Great Information Age, we all have access to more knowledge than we can absorb, let alone act upon. And action is the only thing that matters. So what knowledge should entrepreneurs have? What action should they take? When?

The modern problem for business owners isn’t lack of knowledge: it’s too much knowledge. It’s paralysis by analysis. It’s overwhelm.

Entrepreneurs pass through four distinct phases as they first grow their business, and then their leadership. These phases are Founder, Farmer, Tinker and Thief.

In the Founder Phase, the entrepreneur leaps off the cliff with his big idea. His goal is simple: to survive.

The Founder Phase takes a heavy toll — physically exhausting, financially terrifying, and the largest strain on every personal relationship the Founder has. My job as mentor is to get the Founder out of the Founder Phase as quickly as possible. Many never survive this phase.

The Farmer Phase starts when the entrepreneur begins the shift from self-employed to business owner. He’s hired his first employee, even if it’s a low-level role. He’s begun paying himself a little. But he’s probably still the face of the company. He’s probably still baking the donuts at 4am, then answering emails and making sales calls “when he can”. He’s still working in the business instead of working on the business. He’s busy being busy.

The Farmer Phase is where 90% of entrepreneurs spend the entirety of their careers. They call themselves “owner-operators”, and most will never even retire from their business, let alone become wealthy.

But some do. These are the Tinkers.

A Tinker has built a business that runs itself. Now she’s trying to build another; or to duplicate her first success; or to take her first idea to a new market; or to start over with a new idea. If she’s not given new challenges, the Tinker will probably stick her hands in the machine, constantly “tweaking” her original business until it’s broken.

My role as mentor to Tinkers is to help them identify the Next Big Project, and then keep them focused on it. I’ve never met a Tinker who didn’t have at least three Big Projects in mind. Free from their original business — and still making passive income from it — the Tinker’s greatest risk is killing the golden goose.

The Tinker’s attention must shift from developing their first business to developing themselves as a leader. That means a plan for physical activity, mental acuity, and mental training. It means peer support: “It’s lonely at the top” describes the Tinker to a capital T. It means mentorship from someone who has successfully navigated the “valley of death” created by hiring a management layer for the first time.

Food For Thought Friday- 2019 Pricing

Fri, 18 Jan 2019 00:00:00 -0500

New Project: Mentor Series

Thu, 17 Jan 2019 22:00:00 -0500

Two Brain Stories: Josh Price

Thu, 17 Jan 2019 00:00:00 -0500

Two Brain Mentor Series: Jeff Smith

Wed, 16 Jan 2019 00:00:00 -0500

Two Brain Mentor Series: Jeff Smith

In this series we are diving into each mentor, finding out their journey and what makes them really great mentors.

Jeff Smith is the owner of CrossFit Cannon in Houston. Originally from Central Illinois, he played football in college before joining the military. After he left, he worked in IT and started investing in real estate and flipping house while working full time. Hear about his journey into fitness, how he discovered CrossFit and why he decided to open a gym.

Jeff talks about why he has always sought out mentors, the benefits of being a lifelong learner and his journey to structuring his gym so he is not involved in it’s day to day running.

Discussion Points

Jeff’s journey from joining the military, working for an insurance company and flipping houses to getting into Crossfit and opening a gym (01:46)
How he’s always sought out a mentor in every single thing he’s done (08:35)
Why he started mentoring (10:45)
How Jeff has always had a passion for service and deciding to joining the military (13:10)
How his father flipped houses when he was growing up (15:50)
The benefits from his attitude to learning and curiosity about everything (17:59)
Why he and his wife decided to stay in Houston (20:06)
How Jeff makes working out a part of the structure of his day (22:40)
Why his diverse background makes him a good mentor (24:26)
Stoicism and the warrior culture (27:00)
What he learns from mentoring (28:30)
Why he thinks mentors are important (29:49)

Links

Contact Jeff at jeff.smith@twobrainbusiness.com

Robert Kiyosaki: Rich Dad, Poor Dad

Episode 151 – Two Brain For Clinics

Tue, 15 Jan 2019 00:00:00 -0500

Episode 151 – Two Brain For Clinics

This week we have a special episode introducing a new service being offered by Two-Brain Business called Two Brain For Clinics. Dr. Brian Strump, a practicing chiropractor joins us to discuss exactly what is Two Brain For Clinics and how this new service can be leveraged along with a CrossFit gym or simply on its own to help chiropractors push their practice to the next level.

Brian is the owner of Live Active Charlotte, home of both CrossFit Steele Creek and Premier Health and Rehab Solutions. Brian’s passion for health and fitness led him to Chiropractic School and later to become a certified CrossFit coach. Since diving into the world of CrossFit, Brian has combined these two services together and is doing better than ever. Join us as we discuss these two businesses and much more!

Don’t Forget! Find out what stage of entrepreneurship you are in by taking the exclusive Two Brain test here: https://twobrain.com/test/or schedule your free mentoring call by clicking here!

Contact Brian:

Brian.strump@twobrainbusiness.com

Timeline:

1:42 – Introduction to Two-Brain for Clinics

3:18 – What are the differences and similarities between a gym and a clinic?

5:40 – The unique problems faced by practicing chiropractors

9:05 – What is Two-Brain For Clinics

13:21 – Marketing for chiropractor clinics

14:20 – How it can be helpful for a chiropractor clinic to partner with a local gym

19:05 – Ways that a chiropractor can level up their business

22:10 – How to contact Brian

Food For Thought Friday- Top 10 books to develop you as a CEO

Fri, 11 Jan 2019 00:00:00 -0500

Mindset- Carol Dweck

The Dichotomy of Leadership- Jocko Willink

Remember It- Nelson Dellis

Help First- Chris Cooper

Leaders Eat Last- Simon Sinek

Start with Why- Simon Sinek

Tribe- Sebastian Junger

The obstacle is the Way- Ryan Holiday

Ego is the Enemy- Ryan Holiday

How to Win Friends and Influence People- Dale Carnegie

Two Brain Stories: Eden Watson

Thu, 10 Jan 2019 00:00:00 -0500

Episode 150 – Wodify Industry Survey with Olivia DiGiorgio

Tue, 08 Jan 2019 00:00:00 -0500

Episode 150 - The Wodify Affiliate Trend Report

A few months ago, Wodify released the results of its "CrossFit Industry Report" survey. The numbers caused a stir.

There are plenty of these surveys out there. Most are subjective: they ask gym owners what they think, or to self-report numbers. But this one is different: it's an objective look at data pulled directly from 4500 users' dashboards. And some of that data is downright scary.

Wodify has build their new Business Metrics Dashboard using TwoBrain metrics: ARM, LEG, and LTV. They're not an official TwoBrain partner, but TwoBrain gyms using Wodify do report a much easier time getting the metrics that matter every month.

So when the report showed an average LEG of 18 months, we were thrilled. Most of our data points to a lower number (around 13.4 months). While our data overlaps Wodify's, neither encompasses the entire affiliate spectrum. That data doesn't exist. The truth is probably a little higher than 13.4 months. While there are hundreds of very successful gyms in TwoBrain, gyms who start with us are often looking for help because they're in trouble. That means clients aren't sticking around long enough--a lower LEG score--and we work to fix that right away. So Wodify's LEG report was interesting. But it's ARM report was shocking.

According to the report, the Average Revenue per Member per Month is $84 at the gyms in the Wodify survey. That's extremely low. Most TwoBrain gyms are nearer the $200 mark, with some over $250. A gym with $84 would have to recruit and keep THREE TIMES as many clients as a gym with an ARM of $250...and do it with the same number of coaches. Obviously, that's a recipe for disaster.

So I indulged my curiosity and asked Olivia DiGiorgio about them. Olivia got her start by studying mathematics in college and began a career as a data scientist in the healthcare industry. After falling in love with CrossFit, Olivia has since shifted to a more action-oriented application of mathematics and is using these skills at Wodify to help CrossFit gym owners better their business, customers, and athletes.

Don’t Forget! Find out what stage of entrepreneurship you are in by taking the exclusive Two Brain test here: https://twobrainbusiness.com/test or schedule your free mentoring call by clicking here!

Links:

https://www.wodify.com/crossfit-industry-report-2018

Food For Thought Friday- Resolution Seminars

Fri, 04 Jan 2019 00:00:00 -0500

Episode 149 – Vaughn Vernon – Lessons Learned

Tue, 01 Jan 2019 00:00:00 -0500

Today we are joined by Vaughn Vernon, owner of Affiliate Guard. Affiliate Guard is an industry-specific company that provides insurance coverage for affiliates. Founded by Vaughn in 1999, Affiliate Guard insures 2,500 gyms across the world today. Join us as we talk about Vaughn's growth as a business and as an entrepreneur.

This episode is NOT about insurance. But Affiliate Guard is an official TwoBrain partner, which means they uphold the TwoBrain standard of excellence and care.

Don’t Forget! Find out what stage of entrepreneurship you are in by taking the exclusive Two Brain test here: https://twobrain.com/test/ or schedule your free mentoring call by clicking here!

Links:

http://affiliateguard.info/

https://www.linkedin.com/in/vaughn-vernon-b6517087/

Timeline:

0:25 – Introduction to Vaughn Vernon

1:55 – Vaughn’s experience growing a major insurance company

6:11 – Growing a business within a niche

8:29 – What is the structure of Affiliate Guard? What can we learn about the structure of other businesses from AG?

9:40 – Keeping communication open while running a family business

10:52 – Realizing that you cannot be everything to everybody

12:48 – Determining the seed clients necessary to start an insurance company

15:27 – How complacency can cause problems in your business

16:05 – What does a typical day look like for Vaughn?

18:15 – Insight into the Affiliate Guard hiring process

23:57 – Two Brain Stories with Matt Koym

Food For Thought Friday- Who's The Real Enemy Here, Failure or Success?

Fri, 28 Dec 2018 00:00:00 -0500

Happy Holidays From The Two Brain Team!

Tue, 25 Dec 2018 00:00:00 -0500

Merry Christmas From Coop

Mon, 24 Dec 2018 00:00:00 -0500

Turtles All The Way Down

Mon, 24 Dec 2018 00:00:00 -0500

Why Most Businesses Are Just Houses Made of Cards

The scientist Bertrand Russell once gave a public lecture on astronomy. He described how earth orbits the sun, and the forces holding our galaxy together. At the end of the lecture, a little old lady stood up in the back of the theater and said,

"What you've just told us is rubbish. The world is a flat plate, resting on the back of a giant tortoise."

Russell asked, "What is the tortoise resting on?'

The old lady replied, "You're very clever, sir. Very clever. But it's turtles all the way down."

When a gym owner books a free callwith me, I spend the first ten minutes asking questions. I want to know their story; I want to see if I can help them. And I want to find their bedrock.

So I ask about their Perfect Day. I ask them to tell me the story of their business. I ask, "Who's helping you with this?" But what I'm really trying to find is their foundation: the systems on which their business runs. When I discover a lack of systems, I want to know their goals. And if they can't clearly state their goals--their giant, big WHY IN THE SKY--then I ask about their values. I'm looking for their foundation.

Knowledge--in science, in myth, and in your business--requires a foundation of absolute truth.

If I ask your staff, "Why do we open at 9am?" are they likely to say, "Because that's the time we've always opened"?

If so, and I asked, "Why have you always opened at that time?", what answer would they give?

"Well, that's what time everyone opens on this street"?

And if I asked, "Why does everyone on this street open at 9am?"--what answer would I get then?

But if, to the first question, your staff answered, "We polled our best clients, and they prefer to start visiting at 9am" or "Traffic patterns on this block show that people arrive around 9:30am", then I would know that your business had a solid foundation of data.

When I worked in a treadmill store years ago, a traveling rep subjected ME to such questions.

"Why do you open Monday to Friday from 9 until 5; then open for a half-day on Saturday, and stay closed all day on Sunday?"

My answer: "Because that's when people come in."

He asked, "What other times have you tried?"

I backpedalled: "Well, no one else in this mini-mall is open on Sunday. We'd be the only one."

He asked, "Why do they all close on Sundays?"

Finally, exasperated, I answered, "Well, I'm not going to work seven days a week! I need my Saturday afternoons and Sundays off!"

His point: most people don't buy treadmills between 9am and 5pm, because they're at work. They buy treadmills between 5pm and 9pm, and on the weekends, because they're not at work. So why open during those other times at all? Why not run wide open for two weeks, track when people wanted to visit most, and then close for the rest of the time?

As he asked me those questions, I realized that I had no bedrock. I didn't have REAL reasons for doing things the way I did. It was turtles all the way down. My business was a house of cards, and each card was just a guess.

Here's how we build foundations at TwoBrain:

We start with your values. What's your PERSONAL non-negotiable bedrock? What are you not willing to sacrifice? For example, I believe in transparency and fairness, so I don't offer discounts at my gym.
Then we follow with goals. What's YOUR Perfect Day? Where are we heading?
Next, we build playbooks so that staff find it EASY to do things the way you want them done. The playbooks become THEIR bedrock.
Finally, we examine the gold standards in your industry and ask, "What are the BEST doing? What's a ten out of ten?" and work to improve all of it.

Just as you can't add weight to a house of cards, you can't grow a business without a foundation. Myths and science alike fail when a f

The Martyrdom

Sun, 23 Dec 2018 00:00:00 -0500

"10:19pm. Leaving the gym. Missed my girls, but my 5am class will have clean floors. All about the hustle!"

"I don't care if this gym ever pays me. I love the community and I'll fight like hell to keep this box open!"

"A bunch of members quit when this new box opened down the road. They've got daddy's money and all the toys. But I'm just going to keep coaching my clients even better even if it means my wife has to go back to work."

Scroll through the Instagram and Facebook pages of gym owners for an hour today, and I guarantee you'll find one of these. I know, because that's where I found all three.

All came from excellent coaches who are changing their clients' lives.

All came from coaches who had thousands of followers on Social Media.

All came from coaches who deserve better. All came from dads whose kids deserve to see them at bedtime. All came from husbands whose wives deserve to live without stressing over the grocery bill.

This has to stop.

Here are the myths that lead to martyrdom, and what to do about them:

No one can do it like I can. You *might* be the best coach in your gym, but I doubt you're the best cleaner. Or the best Instagrammer, best programmer, best website builder, best writer or best bookkeeper. You're definitely not the best at ALL of them, I promise. And there's a way to pay them that doesn't involve asking volunteer coaches to be volunteer cleaners.
There's no money to pay myself. Yes there is. Your expenses will always expand to fill your revenues. If you pay yourself first, you'll get paid.
I opened Catalyst on Monday, and had to get paid on Friday. I emptied the business bank account to do so, because there wasn't an option: make money, or don't eat. Not everyone has the luxury of absolute necessity, so they delay paying themselves. And then they get into the habit of working for free, and never start. Your business is not successful until it can support you. That's its purpose.
Leaders eat last. A humble statement repeated by those who can feed their flocks and still have a feast left over. The statement should really be, "Leaders Eat."
Let's say you're flying to Australia. It's a 20-hour flight, and the catering crew forgot to load the plane. One of the stewards finds a single sandwich in the fridge. Who gets it? I'd give it to the pilot, because if he goes hungry, the rest of us go into the ocean.
There is no glory, no sainthood, in depriving yourself while your coaches get paid.
I need to pay off all my debt before I take a paycheck. Also false. Cash flow is more important--especially at startup--than your annual balance sheet. When I had to buy my partners' share of the debt in 2010, I called the bank and asked to consolidate my loans and spread them out over a longer time frame. I was ashamed and embarrassed and felt like a failure.
My loan officer said, "Oh, you've never taken a cash flow loan? Everybody does that." My monthly payments went down, my stress level went way down, I stopped missing paychecks and I found some breathing room. Then I started building my business, and paid off the loan in 3 years instead of 10...but only when I had the money.
Sacrificing your pay to pay off a low-interest loan faster doesn't hurt the bank. It just hurts you.
Everyone will forgive my exhaustion, bad temper and poverty because they'll respect my hard work. This is the biggest lie I've ever told myself: that I'll be respected, damn it, because I'm such a hard worker.
But my kids still missed me at bedtime.
My wife would rather have had me home, and not exhausted.
My clients would rather have hung around a successful person. The friends of martyrs, zealots and desperate people tend to get sucked into their bad luck.

Martyrs aren't typically known for extravagant lifestyles. But nearly all of them share one luxury: their hardline actions don'

Farm 'til It's Gone

Sat, 22 Dec 2018 00:00:00 -0500

I spent New Year's Eve with a friend named Matt. Matt's a farmer.

We sat at his handmade kitchen table drinking Mad Jack, both of us stifling yawns: I'd been up since 4am. Matt had been up all night, fixing power lines in -30 weather for his "real job". Matt works for the power company, but he's still a farmer.

Our wives were talking about a mutual friend who'd won the lottery in 2017. Half a million isn't enough to retire on, but it pays a lot of bills, and I asked Matt what he'd do with it.

"I'd farm until it was gone," he said.

Most farms lose money. If you calculated the value of a farmer's time, each hour worked would be worth pennies or less. And yet Matt wears a shirt with a tractor on it. His kids' toys are all tractors. Look out any window in his two-story house, and you'll see farm.

Matt doesn't farm to make money. Matt makes money so he can be a farmer.

I know a lot of coaches like Matt: if they won the lottery today, they'd still show up to coach the 6am class tomorrow. In fact, it's one of the questions on our Gym Checkup, and almost everyone gives the same answer.

All of us receive something greater than money from coaching. And many of us take "day jobs" to support our coaching habit. But that's where the similarities end.

We NEED our businesses to thrive. Our clients depend on our ability to make the business work. Our coaches deserve success. Our kids deserve to see us at bedtime.

We need to balance our "right brain" (emotion and care) with our "left brain" (systems and processes) to provide the best gym. Being excellent doesn't mean "just caring more"--it means being excellent at business, and providing an excellent service. It means wearing CrossFit t-shirts to your New Year's party, but it also means buying the wine.

We have the unique entrepreneurial opportunity to start with almost nothing and scratch out a business that changes the lives of our clients. It's our responsibility to be successful, and then help the next guy do the same. Do you think the world will have another shot at this? If all the microgyms go, will they ever be replaced?

If you own a box, you understand the plight of the farmer. Small gyms--like small farms--are constantly battling high-volume corporate brands. We're outgunned and outfinanced, but quality keeps us in the game. Many of us would spend our lottery winnings to prop up a failing gym, if it came to it. Passion is not the problem. Profit is. We have to be profitable now.

Matt looks exhausted until we talk about chickens. He hates chickens. But he's a farmer, so he'd rather talk about chickens than about his "day job". I get it. I used to hate "the business side" of my business--but it was my business, so I got excited about it when someone asked. Now that it's very profitable, I get excited about it all the time.

Matt might never get the chance to go all-in on farming. You and I have that chance. It's now or never. 2018 is the year: succeed or fail. But if you're counting on passion for coaching to make your business a success, you might as well buy lottery tickets.

Food For Thought Friday- Why Do Movies Gross More Than Books?

Fri, 21 Dec 2018 00:00:00 -0500

Do You?

Thu, 20 Dec 2018 00:00:00 -0500

Do you have any idea how special you are?

Over the last 72 hours, half a million people did the same crazy workout and then shared their score in public. Most of those people didn't win first place. Most of them didn't even want to compete.

They didn't do it because Dave Castro made a workout so compelling that it made everyone jump off their couches and start exercising. They didn't do it because Greg Glassman's 2002 Journal articles made them want to exercise until their hands ripped or they felt like vomiting. And they sure didn't do it because they read this blog and wanted to make up an Intramural team of their own.

They did it because you quit your job, took the second-largest loan of your life, or spent all your savings on a cold cinderblock space and some barbells that almost nobody really wants to use.

They did it because they see you at 5am, and they know you're still there at 9pm when they're at home watching Shark Tank.

They did it because you've put everything on the line for them, and they're willing to cross this one little line for you. For YOU, coach.

They did it because they trust you to say "good job", and for dozens of others to follow in your exact example.

They did it because you told them they COULD, and you're probably the only person in their life who says that.

They did it because Betty-Lou from the noon group said, "Will you play for my team?" and nobody's ever done that, even in third grade. They got picked, coach. They got chosen. Because of you.

They're not posting their pictures on Instagram because they're hoping to win a new pair of Reeboks. You made them a celebrity. You made them a first-round draft pick. You made them famous, wanted, cheered. You did.

The things their parents wanted to give them--security, health, and friendships--you gave them those things. Their husbands wanted to put them on a pedestal--and you gave them a podium. You gave them the respect of their children and the love of their spouse. You.

On some days, when the risk seems heavy; when the debt seems long; when the stress makes even the barbell too heavy; when it feels as if your vow of service was really a vow of poverty, I beg you to remember this:

You gave up a "job" to start a business helping people.

You spent tens of thousands of dollars with no guarantee of return, let alone reward.

You give your clients a longer, healthier life. No one else can.

On any given hour of any given day, you can change a person's life forever.

And you do.

Thank you, Coach.

How To Pay Your Staff

Wed, 19 Dec 2018 08:00:00 -0500

Go ahead, give them a salary.

Then type up the contract on your Electrolux typewriter, send them a turkey at Christmas, and flip your calendar ahead to 1983.

35 years from now, you'll ask your staff what they like; find their strengths; and put them in a job that rewards them financially and emotionally.

Or feel free to jump ahead to 2018 now.

Pay your staff for the value they bring to your business.

Start by breaking down every role in your business. Think of these as the "hats" that must be worn to run it.

Now determine the replacement value for each role. What must a person know to be good at that role? What's that level of education worth? (Don't worry, there's an example coming.) How much time is required every week to fulfill that role? How will you measure success?

Now group the roles together to create jobs and careers (they're different).

Add up all the roles in your business. Does your total payroll (including taxes and benefits) equal 44.4% of your gross revenue or less? Perfect. Sign the contracts!

If your payroll is more than 44% of your total revenue, panic. Just kidding! Take action to either increase your revenue or decrease your payroll. After you make the free appointment, read "The Salary Cap".

If you have no idea what percentage of your gross revenue goes to payroll, Call a mentor.

Now here's the example:

Let's say a business in the Farmer phase has 14 different roles. These include bookkeeping, personal training, group fitness coaching, nutrition coaching, cleaning, Customer Service Manager, and a few others.

We sit down with a staff member and ask a few questions (we teach the exact questions in the Incubator).

The staff person says, "I really want to make this my career."

We say, "Fantastic! We'd love to have you. Here's how we're going to do it!"

We pull out our Career Roadmap tool (given to you in the Incubator) and start filling their cup.

First, the big roles: "Here's how much you can make by coaching classes in our gym. Here's how much you can make by doing Personal Training."

We total those opportunities. Then we turn to the smaller (but still client-facing) roles:

"Here's how much you can make if we launch a kids' program. Here's how much you could make if we start a nutrition program with Healthy Steps."

We add those to the bottom line. Then we turn to the other roles, which are paid hourly.

We ask: "Do any of these roles fit into your Perfect Day?"

We pay hourly for those roles. For more, read Specializing Your Staff.

We add all the roles together, and we say "Here's the opportunity."

Then we say "Here's how we'll get there."

Here's an example with MATH:

A coach says: "I want to make this my career. I need $50,000 per year to quit my job at the glue factory."

We say: "Fantastic! Here's how we'll get there. $50,000 per year is $1000 per week, plus two weeks off."

"I can give you 8 classes per week. We pay $25 per class, so that's $200 to start."

"I can give you 15 personal training hours per week. That's $31.11 per hour. Add another $466.65 per week. We're two thirds of the way there already!"

(If you don't have 15 hours of PT to give the coach yet, don't worry--make it clear that you will, and work with your mentor to get there.)

&nbs

Should You Post Your Prices on Your Website?

Mon, 17 Dec 2018 12:00:00 -0500

One of the most common questions asked by CrossFit gym owners is one of the most difficult to solve.

Like so many things in fitness, the correct answer is "It depends."

But I've never been satisfied on that answer, and when I hear it, I always want to reply: "Depends on WHAT?" So here you go: the real answer.

Should you put your prices on your website?

It depends what phase of entrepreneurship you're in.

If you're not sure which phase you're in, start by taking thetest here.

If you're in the Founder phase, keep your prices off your website. You need as many conversations with potential clients as possible. You might convert someone who would have been turned off by your rates before they experienced your coaching prowess; but more likely, you just need more practice doing consultations anyway. Get as many in the door as you can. Remain undaunted by price-objectors.

If you're in the Farmer phase and have a high ARM (average revenue per member per month) and a high LEG (length of engagement), keep your prices off your website. You no longer WANT every client, but the high lifetime value (ARM x LEG) of the clients you DO get

If you're in the Farmer phase and have either a low ARM or low LEG, put your prices on your website. Your best opportunity isn't to get new people in the door. It's to increase ARM and LEG for your current clients, and focus only on the clients who will drive those numbers out. Let people self-select based on price, and use the time on goal reviews with your current clients instead.

If you're in the Tinker phase, put your prices on your website. Right up front. You no longer have time for people who need to be sold on price.

When Catalyst passed the point of 33% profit margin, I started experimenting with our prices. I put the prices on our site; then took them off. Without a doubt, fewer new people booked consultations with the prices on our site. But by that point, I didn't want to talk to everyone.

The exact thing I said to our GM was: "If only four people out of ten are going to sign up after our consultation, then I only want to talk to those four." The other six were mostly price objectors.

When I put our prices on our site, our conversion rate virtually reached 100%.

Did I miss a few people that I might have convinced? Maybe. But at that point, I was willing to let the "maybes" fall away, and focus only on the people who weren't going to think about our rate every month.

One of the key differentiators between Founder, Farmer and Tinker phase is your Effective Hourly Rate (EHR). You determine your EHR by dividing the Time you spend into the Money you make (EHR is money divided by time.) We call this the Kingmaker Equation.

When your time isn't worth much (your EHR is low), then spend it on consultations. Get people in the door. Work on talking to people and helping instead of selling.

When your EHR moves past $50 per hour (Farmer phase), you have to think about the value of each potential client. If your ARM and LEG are high, then it's probably worth meeting as many people as possible, even if only 40% sign up, because their lifetime value is so big. If ARM and LEG are low, then you have bigger problems than how many leads you get anyway.

But when your EHR moves past $500 per hour (Tinker phase), you really don't have time to waste on someone who doesn't know your price. It's not their fault they can't afford you; do everyone a favor and save them the time.

Episode 148 – The Multiple-Location Model

Mon, 17 Dec 2018 11:00:00 -0500

It's no secret that many CrossFit affiliates have opened a second location and had a very bad experience. The mistake usually comes from the old, flawed model of "the more clients, the better" and has sometimes been fatal.

As I wrote in "Should You Open A Second Location?" A second location doesn’t double your work; it quadruples it. There's a checklist in that article to help you decide whether the opportunity is really worth it.

But Jeff Larsh is one of the very few who has done it successfully. Jeff is the co-owner of several CrossFit Tidal locations.

Over the last eight years, Jeff has opened four CrossFit gyms by successfully implementing a multi-site CrossFit model. Jeff has a wealth of experience to draw upon to help you create a profitable and well-run business. Whether just starting out or looking to scale your current operations, join us today as we talk about adding an additional location to your business and much more!

Jeff and host Greg Strauch discuss opening multiple locations from scratch; leadership; and holding several locations to the TwoBrain standard.

Important Steps when adding an additional location:

Step 1: Make sure it aligns with your vision and is not just a shiny object

Step 2: Ensure that systems and process are in place to scale your business

Step 3: Prepare the support structure required for a multi-location business

Step 4: Decide whether to purchase or start a second location from scratch.

For those considering the purchase of another gym, here's another resource:

Should You Buy Out Another Gym?

Step 5: If purchasing, finalize the offer and wrap up the deal.

Links:

https://twobrainbusiness.com/mentor-item/jeff-larsh/

https://tidal.training/

https://twobrainbusiness.com/should-you-open-a-second-location/

0:25 – Introduction with Jeff Larsh

2:42 – What should the motivation be to open an additional CrossFit Gym

4:11 – What would be the first step, to look into opening an additional location

5:26 – How to financially prepare for a second location

7:02 – Taking a hard look at your offerings and products before scaling

9:40 – Preparing the support structure required for a multi-location business

14:18 – Deciding on whether to purchase an additional location or start from scratch

17:06 – Financing a new location with other partners and managers

18:47 – Finalizing the offer and wrapping up the deal

20:19 – Breaking a new purchase or major change to current or new members

22:20 – Why only one additional location is not enough

28:18 – Two Brain Stories with Kim Moore

Food For Thought Friday- Are You Talking with Your Staff?

Fri, 14 Dec 2018 00:00:00 -0500

Episode 147- How To Sell Your Business

Tue, 11 Dec 2018 08:00:00 -0500

On this episode, we talk to Tammy Friedt. Tammy is one our amazing mentors here at TwoBrain, and she recently sold her business!

Selling a business or a gym is not an easy task and it takes a lot of patience in order to do it correctly. Today hear directly from someone who has lived through this process and gains some insight and tips into how it all happens. Learn about what needs to be done to prepare and sell a business, what documentation and legal advice you will need, and also we talk about what it feels like after it is all over!

Don’t Forget! Find out what stage of entrepreneurship you are in by taking the exclusive Two Brain test here: https://twobrainbusiness.com/test/or schedule your free mentoring call by clicking here!

Links:

https://twobrainbusiness.com/mentor-item/tammy-friedt/

Built to Sell – https://www.amazon.com/Built-Sell-Creating-Business-Without-ebook/dp/B004IYISQW

Rig Equipment Evaluation – https://rigquipment.com/

Download our FREE guide here: How to Sell A Gym

Timeline:

0:20 – Introduction to Selling Your Gym

2:01 – Tammy’s background and starting her CrossFit Gym

4:36 – What made Tammy sell her business earlier than planned?

6:31 – What is the first step in initiating the sale of your business?

8:15 – How to assess the value of your gym when planning to sell?

12:08 – Negotiating a selling price between the buyer and the seller

15:54 – Managing existing leases and existing contracts under your current business

19:22 – Divulging information regarding your employees and creating a non-compete agreement

21:20 – Approximately how long does it take to sell a CrossFit gym?

23:55 – Is leasing to own an option when selling or buying a business?

26:29 – The feeling you have when your business is finally sold.

33:21 – Two Brain Stories with John Miller

Food For Thought Friday- Do You Have A Profit Account?

Fri, 07 Dec 2018 00:00:00 -0500

Episode 146: 1099 or W-2?

Mon, 03 Dec 2018 05:00:00 -0500

Episode 147 – 1099 or W-2? With John Briggs of InciteTax

Recently, I have started to see a trend where gym owners are increasingly being audited by the IRS. Today we talk about such things as how to survive an IRS audit, Tax Planning for the New Year, and what exactly is a 1099 contractor
.

As the year draws to a close, now is the time to start thinking about closing out your books and taxes for the year. Additionally, John has also bought himself his own CrossFit gym and we check in to see how his new venture is going!

Don’t Forget! Find out what stage of entrepreneurship you are in by taking the exclusive Two Brain test here: https://twobrain.com/test/or schedule your free mentoring call by clicking here!

Links:

https://incitetax.com/

John@incitetax.com

https://www.linkedin.com/in/johnbriggscpa/

Timeline:

1:41 – John Briggs Introduction

2:19 – Why CrossFit gyms are being audited for having 1099 subcontractors

4:58 – What does a letter from the IRS look like?

7:17 – Is it possible to navigate an audit without expert help?

9:45 – The process of answering questions from the IRS

11:25 – How long does it typically take for an audit to occur

12:59 – Why it is better to communicate with an auditor rather than ignore them

14:28 – When should you start to look at preparing your tax return?

21:02 – Which tax structure is right for me business? What is an LLC?

23:03 – How does tax reform affect a CrossFit gym this coming year?

24:15 – John on becoming a CrossFit gym owner!

27:50 – How to contact John with Incite Tax

30:58 – Two Brain Stories with Brian Bender

Food For Thought Friday- Play

Fri, 30 Nov 2018 00:00:00 -0500

Episode 122 Replay: How To Map Your Client's Journey (And Why It's Huge)

Tue, 27 Nov 2018 00:00:00 -0500

Today we are talking about a very productive task that you can do for any business: mapping a client’s journey. This is all about determining what process you want a client to go through and what experiences you want them to have with your business. Today is all about the big picture and it is also an interactive session so be sure to have a whiteboard or notepad ready to write your own client story!

Data shows that the best way to start a client’s journey with your business is through an introductory program like a "no-sweat intro." Here are Catalyst, we want people to come in for an initial consultation where we can determine what the client’s needs are and we can recommend which services are most applicable to them.

Some of the most important questions to ask at this point are: What brings you in? What have you done in the past that you liked? What are the things you have done in the past that you didn’t like? The purpose of this part of the story is to point to a common goal that you can team up with the client and conquer together.

Another important part of the initial conversation is to make the client comfortable with the gym and feel like they can do the movements and exercises necessary to feel the part. Perhaps they do not need to feel crippled by the most intense workout your gym has to offer, but they do need to at least taste intensity before joining their first group workout. Part of the on-ramp session needs to address what it will take to get the client to this point and be integrated into the gym.

The next important component of the client journey is to review the logistics of their first training session. Do they book this session directly with you? When do they pay you for this initial session? Do you give them a gift for joining the gym? Do they need to sign a waiver before joining your gym? These are all tasks that need to be considered while the client joins your gym.

Additionally, other important questions that should be continually asked of your client are as follows: What should the client do (It is your job as a coach to tell them exactly what to do!) What should the client know How should the client be rewarded (Checkout BadgeOS)

FREE DOWNLOAD: Client Journey Map Template Mapping out your client journey will solve a lot of your business' onboarding problems. Start from the top down and ask yourself what kind of experience do you want your clients to have, what services will satisfy these experiences, and how do you want those services to be delivered.

TWO-BRAIN FAMILY STORIES: Phoebee Frost of CrossFit Long Haul (AUS) shares her journey, lessons learned, and experience with TwoBrain.

Timeline:

0:30 – What exactly is mapping a client’s journey?
1:53 – Where does the client journey story start?
5:41 – Making recommendations based upon what the client wants.
8:55 – Determining the logistics for signing up a new client.
13:43 – Organizing the client's first day at your gym.
16:03 – The three most important questions to be asking about your client.
18:15 – How do I ask a client what do they want next?
21:03 – Introducing the Level Method at your gym.

Food For Thought Friday- We Don't Do Black Friday Sales

Fri, 23 Nov 2018 00:00:00 -0500

Episode 145– Chris Cooper

Mon, 19 Nov 2018 20:00:00 -0500

On this episode, we sit down with Chris Cooper, the founder of Two-Brain Business.

Nearly ten years ago, Chris ran into trouble with his first business--a CrossFit gym--and hired a mentor. He began feverishly writing down all the lessons he was learning and blogging them along his journey to help others. Hundreds of blog posts later, Chris launched his first book, Two Brain Business, which is now the bestselling fitness business book of all time! In 2016, he launched TwoBrainBusiness.com and began mentoring other gyms so they could experience the same success he had!

Today, TwoBrain spans the globe with a mentoring team of 21, over 480 gyms in the TwoBrain family, and a growing group of entrepreneurs who don't own gyms.

Join us today as we go over how Chris started Two Brain Business, the next steps for Two Brain, and the future of the Two Brain Radio podcast!

Find out what stage of entrepreneurship you are in by taking the exclusive Two Brain test here: https://twobrain.com/test/ or schedule your free mentoring call by clicking here!

Links:

https://twobrainbusiness.com/

https://www.facebook.com/twobrainbusiness/

https://twitter.com/twobraincoach

Timeline:

0:44 – The founding of Two Brain Business

6:32 – Growing Two Brain Business from this point forward

10:45 – How Two Brain is helping businesses outside of CrossFit

13:52 – Where are CrossFit Gyms ahead and where are they behind?

19:21 – How can business owners get a leg up within their business?

23:50 – Long-term planning of Two Brain Business

27:59 – Leveling up the Two Brain Content

32:51 – Two Brain Stories with Josh Crill

Food For Thought Friday- What Are You Thankful For?

Fri, 16 Nov 2018 00:00:00 -0500

Episode 144: AJ Wilcox, LinkedIn Ads Expert

Mon, 12 Nov 2018 16:00:00 -0500

Episode 144– The LinkedIn Expert – AJ Wilcox

I've always been puzzled by LinkedIn.

On one hand, all of my ideal clients seem to be on there. LinkedIn is the social media for professionals, where you can identify high earners and find local entrepreneurs. And I think entrepreneurs are great CrossFit clients: they can afford it; they have a more open schedule; and they understand my rates and my hours.

On the other hand, LinkedIn doesn't make it easy to advertise to these people. The news feed is a slow trickle, compared to Facebook's torrent of cat pics and presidential memes.

AJ Wilcox has spent over $100M on LinkedIn Ads. His team manages the largest and most sophisticated accounts on LinkedIn worldwide. He says we have two choices: spend a minimum of $5000 per month on LinkedIn, OR spend nothing. In this episode, he shares the best practices for both strategies to get leads from the platform.

AJ Wilcox has been an online marketer since 2007 and managed hundreds of Google Adwords, Facebook and LinkedIn campaigns. In 2014 he decided to venture out on his own and started B2Linkedin an effort to spread the success he was experiencing on LinkedIn while advertising to other companies. Today AJ is a certified LinkedIn Ads Partner.

Join us today as we dive into how you can apply LinkedIn advertising to your CrossFit gym or business. According to AJ, a solid campaign should following the following steps:

A – Audience – You’ve got to be able to target your audience efficiently

M – Message – Figure Out what you want to say to your audience

O – Offer – What are you going to say to get someone’s attention

Checkout AJ’s FREE eight point LinkedIn marketing checklist here: https://b2linked.com/checklist/

Links:

https://b2linked.com/

https://www.linkedin.com/in/wilcoxaj/

Timeline:

1:30 – Introduction to the LinkedIn Expert AJ Wilcox

3:28 – What is the difference between Facebook and LinkedIn Ads?

4:37 – Does LinkedIn contain the target audience for your gym?

5:33 – Spending over $100 Million Dollars on LinkedIn

6:47 – Getting started with LinkedIn Ads

9:32 – Why LinkedIn is more expensive than Facebook and other platforms?

11:09 – What can you do on LinkedIn with a small budget and just starting out?

14:36 – Obtaining new CrossFit clients using LinkedIn

16:28 – Small versus large audience targeting on LinkedIn

17:19 – Strategies for getting started on LinkedIn

18:30 – The biggest mistakes people make on LinkedIn

21:49 – How to approach business to consumer on LinkedIn

22:58 – Content that performs well on LinkedIn

25:21 – Will LinkedIn continue to grow in the future?

27:30 – How important is social proof on LinkedIn compared to other platforms

29:09 – One big success story from using LinkedIn

31:50 – TwoBrain stories with Brain Zimmerman

Food For Thought Friday- Do You Train With Your Class?

Fri, 09 Nov 2018 00:00:00 -0500

Episode 143: The Easiest $1000 You'll Make This Year

Mon, 05 Nov 2018 00:00:00 -0500

On this episode, I interview Matt Albrizio of Forever Fierce. Forever Fierce is a custom apparel company that is hyper-focused on affiliate owners worldwide. Matt walks us through just how important retail is and why it should become a priority within your CrossFit Gym starting now.

We talk about apparel in the fourth quarter of 2018, the importance of having a theme, and what you should be looking to do in 2019! Additionally, Matt talks about how to make the easiest $1,000 dollars you have ever made. Seriously, you do not want to miss out on this.

Are you ready to get started with your hoodie order? Click Here: https://foreverfierce.com/pages/request-a-design

Want to learn more about an apparel plan? Click Here

https://foreverfierce.com/blogs/news/get-on-an-apparel-plan

Links:

https://foreverfierce.com/

matt@foreverfierce.com

https://www.instagram.com/frvrfrce/

https://twitter.com/frvrfrce

https://www.facebook.com/frvrfrce/

Timeline:

1:42 – Apparel and associating them with specific themes

3:23 – Why is now the time to start focusing on hoodies?

5:47 – Key elements of a good hoodie design?

9:25 – The most important components of staff retention

16:55 – CrossFit apparel going forward in 2019

22:54 – How to contact Forever Fierce

25:25 – Two-Brain Stories with Greg Strauch

Food For Thought Friday- What Happens When You Get Robbed?

Fri, 02 Nov 2018 00:00:00 -0400

Episode 142: The Three BIG Questions

Mon, 29 Oct 2018 00:00:00 -0400

Every few months on this podcast, I like to take a chance to answer the big questions within the CrossFit World. Usually, the answers to these questions are tactical: "Should I raise my rates?" or "Should I deaffiliate?"

But there are three BIG questions that I've been sitting on and rolling around for months. These questions have been coming up more and more: either through our Tinker program (for higher-level entrepreneurs) or through phone calls with CrossFit gym owners.

The first question is about entrepreneurial freedom; the second dives deep into human motivation and its ties to marketing; and the third is a question I last saw around 2010, but is making a comeback now.

Food For Thought Friday- Do You Have First Class Cheerleaders? Part 2

Fri, 26 Oct 2018 00:00:00 -0400

Episode 141: The Founders' Club, with Kaleda Connell

Tue, 23 Oct 2018 00:00:00 -0400

Kaleda Connell has made it to Tinker Phase:

She makes more than enough money at her gym
She only does the work she wants
Her staff initiate programs and sell memberships
She owns her building
...and, as you'll hear, she's practically the mayor of her town. She even invites other entrepreneurs in to help THEM!

And she's done it in UNDER THREE YEARS.

In a town of 2500 PEOPLE.

Food For Thought Friday- Do You Have First Class Cheerleaders? Part 1

Fri, 19 Oct 2018 00:00:00 -0400

Episode 140: The PreMortem

Tue, 16 Oct 2018 00:00:00 -0400

It's the Hallowe'en Spooktacular!

Not really--but it's a fitting time to do a Business PreMortem. With the end of the year coming, I'm sure you're booking calls with your mentor to set up your 2019 strategic plan. In the TwoBrain family, we start this process in November. If you're not in the TwoBrain family yet, you can use this exercise to kickstart the process (a little fun before the spreadsheets!)

In this episode, I walk through a simple exercise to help you identify and prioritize your opportunities and threats. We're going to pretend to look back on your "dead" business, because hindsight might be 20/20...but insight allows us to see into the future.

Question 1: What WAS your business?

If you've ever had to describe a loved one in three column inches or less, you know what it's like to distill someone down to their essence. How would you want your business to be remembered? What WAS it, really, at its core--without branding or labels? What did it look like with its clothes off? What will it be remembered FOR?

Question 2: What killed it?

Let's be really, really clear about your biggest problem. If you don't KNOW what's stunting your growth or slowly bleeding you dry, we can help. There are no leeches or bloodletting: just a careful, compassionate examination of your health. I shared a few myths that I still hear every single week.

This exercise should reveal your Achilles heel, and therefore your greatest priority for action.

Was it exhaustion? Complacency? Cash Flow? Coaches becoming competitors?

Maybe take a strong dose of medicine NOW to prevent the fatality later.

Question 3: What survived?

You're training to be an entrepreneur. If your business goes bankrupt, you'll have learned something really valuable...and you'll continue to be an entrepreneur! No one can fire you from this job. You'll keep many hard lessons learned, many transferable experiences, and maybe even some money.

I hang around with some very successful people. We're a tight group. And many of us have the "clean slate" fantasy: the wish to start from scratch with what we know now.

What survived that shouldn't? Did the plague continue to haunt your family after the body was gone? Maybe take steps to quarantine poisons now, too.

If you're in the TwoBrain family, there's a worksheet coming to help you. Fill it out and send it to your mentor ahead of your November call. Because on October 31, death ends, and gestation for 2019 begins!

Food For Thought Friday- Stop Comparing Yourself!

Fri, 12 Oct 2018 00:00:00 -0400

Episode 139: The 30-Day Conversation Challenge, with Rob Connors

Tue, 09 Oct 2018 00:00:00 -0400

Episode 139 – The 30-Day Conversation Challenge, with Rob Connors

At Two Brain we teach three different types of marketing. We typically start with affinity marketing, or the people closest to your best clients and to you. Then we move on to organic digital which is performing the free function on social media platforms. Finally, we move on to paid digital which is paying for ads on various platforms. All of these are important, and we teach them in the Incubator. But above all, selling is what is required to grow your business.

One of the most important things we teach entrepreneurs to do is to go out and talk to other business owners around them to create connections and grow your business. Who knows, you may even be saving their life by getting them into the gym!

Today we are joined by Rob Connors. Rob and his wife Emily own Signum CrossFit and are fantastic Two Brainers. Rob and his wife Emily are great fitness coaches and they are great at connecting with people. Recently he was challenged by his mentor to get outside of his comfort zone and start connecting with others in his community. Join us as he talks about his experiences and how he has made so many important connections for his business.

Timeline:

2:23 – Introduction to Rob Connors

5:46 – The idea behind community outreach and making connections

12:50 – Who is the first person Rob picked to reach out to and what was the response?

13:54 – How to approach someone new regarding their business

15:30 – What is the worst response Rob has had when reaching out to other businesses

19:31 – What happens next after connecting with a business owner

23:30 – How to get started!

26:04 – How to be comfortable with asking friends and family to become a customer

29:02 – Two Brain Stories with Scott McAlee

Food For Thought Friday- Are you Ready To Sell Your Business?

Fri, 05 Oct 2018 00:00:00 -0400

Episode 138- Will Hawthorne, Investment Banker at Code Advisors

Mon, 01 Oct 2018 00:00:00 -0400

Last weekend in San Francisco, Two-Brain held its first Tinker Meet-up.

Entrepreneurs who have complete financial and time freedom and are seeking their next project are called "Tinkers." You can take the test to find out where you are in your entrepreneurial journey here.

One of our speakers was Will Hawthorne, an investor at Code Advisors.

Will is a partner in CodeAdvisors, an investment bank focusing on mergers and acquisitions. He's negotiated deals for some of the biggest tech companies in the world ... but he has a LOT to teach us about building a business worth selling. And that means a business worth owning longterm.

Jay Williams is the interviewer on this episode. But anyone who pays attention to the Two-Brain message knows that we don't believe in building businesses to sell. We want businesses that run themselves AND pay the owner long-term. We believe in building cash-flow assets.

Having a business that runs itself means you get the ultimate freedom: choice. You want to coach two hours every day? Perfect. Love it. Continue to serve.
Want to coach five hours every day? Wow. Plan for a time when that isn't true, because that passion won't carry you forever.
Want to coach zero hours every day? No problem - after 22 years of coaching, I'm happy and comfortable in retirement—I enjoy going to my gym, being coached, and signing checks for ten minutes every second week.

But to get to the point of choice, you need to build a valuable platform. And Will is an expert on building extremely valuable platforms.

Food For Thought Friday- How Much Control Do You Have On Your Business?

Fri, 28 Sep 2018 00:00:00 -0400

Episode 137- Charu Sharma, CEO of Next Play

Mon, 24 Sep 2018 00:00:00 -0400

Food For Thought Friday: Are You Ready For 30 New Members?

Fri, 21 Sep 2018 00:00:00 -0400

Episode 136– How I Learned To Embrace Fear and Lean In To Stress

Mon, 17 Sep 2018 00:00:00 -0400

Whether you are starting a brand new business or you are having to go back and make difficult changes, either way, you are going to have to embrace stress and lean into challenging events. Today I want to talk about my experiences working through struggles and some tips for how to handle difficult situations. First, your body doesn’t know the difference between fear and excitement. The bodies default response when it comes to surging adrenaline is to be scared. A lot of times all that is needed is to recognize that you are just excited and take control. Second, I want you to know that anticipation is often worse than the actual event. Many times your mind will go to the worst case scenario and then when a tough situation actually happens, it’s not so bad. If you can choose when to do the hard thing, choose to do it right now. The hard part is the anticipation. Third, put the event into perspective. Will you remember this event in a year? There was a time when I was extremely susceptible to online feedback and it would absolutely tear me up. In reality this was extremely ridiculous and the fact that if got under my skin is just silly. Keeping things in perspective in all aspects of your life is extremely important. It is important to ask yourself, am I going to remember this in a year? Timeline: 0:30 – Changing up the Two Brain Incubator Program 2:43 – How to handle struggles in your business 4:50 – Lean into the scary stuff and embracing stress 6:41 – The anticipation of a tough situation is often times much worse than the event itself 7:38 – Putting important life and business events into perspective 11:38 – The secret to why Two Brain has become so successful 13:09 – Two Brain Stories with Kalle Solberg

Food For Thought Friday- How's Your Handwriting?

Fri, 14 Sep 2018 00:00:00 -0400

Episode 135: How Excellence Makes You Money

Mon, 10 Sep 2018 00:00:00 -0400

The Pursuit of Excellence is a CrossFit trademark but it is not unique to the fitness industry. This doesn’t just mean being excellent once but being consistently excellent. Today we talk with Danielle Brown, the manager of quality control at Two Brain Business on how to achieve operational excellence and consistency within this process. We will be walking through the entire quality control process from hiring future mentors, giving mentor’s feedback, and how these same process can be applied to your gym. Additionally, we will be following up on the queen bee role that we mentioned in last week’s episode. Danielle Brown has been with Two Brain from the start, first as a client and now as a mentor. She opened her CrossFit gym CrossFit 781 in 2011 where she dove into learning anything and everything about business that she possibly could. Since then she has experienced it all and knows what it takes to run a successful gym and helps other entrepreneurs achieve success in their gyms. Join us today and take good notes as this episode will truly be invaluable. After listening, be sure to head over to twobrainbusiness.com/test and see where you are at in your entrepreneurial journey! About Danielle: https://twobrainbusiness.com/mentor-item/danielle-brown/ Timeline: 3:03 – Introduction to Quality Control 4:35 – Danielle Brown’s journey from Two Brain Mentor to manager of Quality Control 7:18 – The truth about coaching and business success in CrossFit 9:22 – How important is it to be awesome a the service that you provide? 11:11 – Where to find the best practices for your industry? 14:10 – Setting an example within your business for staff 16:08 – How are mentors at Two Brain selected and trained? 19:41 – The Two Brain Mentoring quality control process 23:52 – How to know whether your staff is running at a gold standard? 25:32 – How to gain comfortability with reviewing the performance of your staff? 26:45 – The importance of conveying what the gold standard is in your business 28:28 – The effects of implementing a quality control system on gym retention 30:16 – Why Quality Control should be the Queen Bee role in your business 31:51 – Two Brain Stories with Brian Strump

Food For Thought Friday: Are You Evaluating Yourself?

Fri, 07 Sep 2018 00:00:00 -0400

Episode 134: Mike Michalowicz of "Clockwork"

Mon, 03 Sep 2018 00:00:00 -0400

Mike Michalowicz' new book, Clockwork, continues his tradition of writing VERY actionable books. While business books containing one great idea are published every week, Michalowicz' books are valuable because of the action they trigger. His Pumpkin Plan and Profit First strategies are part of our Incubator and Growth Phase curriculum, and Clockwork's "Queen Bee Role" has been the subject of great discussion in our private Facebook group.

First, we start with Mike's definition of the Entrepreneur's Survival Trap: doing the things that will help you survive the day, but won't grow your business. It's the rush to the "urgent problems" without considering the future we're trying to reach.

Then we talk about Parkinson's Law: how your tasks will always expand to fill the time you have. You'll always be busy. The key to success is to do the RIGHT things.

Mike said that he doesn't like the "grind" and "hustle" mentality that many business speakers push now. I agree (here's our post called "The Hustle Is A Lie."

Mike went into his "4-D Mix" - where an entrepreneur spends his time, between Doing, Deciding, Delegating, and Designing.

All of us know we need to spend more time thinking about our business; planning for growth; identifying and prioritizing opportunities. But we all get sucked into the daily delivery of our service. Mike gives us a great exercise to get more "Designing" time. He calls this the QBR: The "Queen Bee Role".

Mike explained how to get yourself out of daily Doing, Deciding, and then how to properly Delegate. Then we got into Design, and what you SHOULD be doing every day.

Food For Thought Friday- What Are You Prioritizing?

Fri, 31 Aug 2018 00:00:00 -0400

Episode 133: Michele Letendre

Mon, 27 Aug 2018 00:00:00 -0400

Today we are joined by Michele Letendre of Deka CrossFit. Michele was the most successful coach at the 2018 CrossFit Games. Michele is a six-time CrossFit Games veteran herself and finished fourth in 2014. She is a former collegiate swimmer and national-level water polo player. Michele decided to retire from competition after the 2016 season to focus on her coaching career, and she now works with top CrossFit athletes across the world. Join us today as we discuss training methodology as well as what it was like to retire at the pinnacle of the sport!

Food For Thought Friday- Are You Ready For A Heart Attack?

Fri, 24 Aug 2018 00:00:00 -0400

Episode 132: The Pebble

Tue, 21 Aug 2018 00:00:00 -0400

How you do anything is how you do everything.

In other words, consistency > everything else.

We can talk ourselves into anything. We're masters of justification. We tell ourselves, "I can live with it" when we encounter small problems in our lives, and in our business. We avoid hard conversations because we fear the downside. We allow people to take advantage of our goodwill because, on balance, the relationship is slightly more positive than negative. But sooner or later, these little "pebbles" cause us to walk with a limp. We compensate for the bad habits of others. We shift our schedule around to cover. We stay at the gym to "make sure" a coach shows up on time instead of making sure they always show up on time.

After awhile, we just become accustomed to the limp. But others notice, and the more we compensate the more long-term damage we do to ourselves, until eventually we need surgical action to repair our problem.

Worse, in the service industry, we think no one notices our limp; that it's our own private sacrifice. But they do. We think, "Clients won't care if I jump into class and exercise with them instead of coaching them." But they do. We tell ourselves, "My staff will know that they should take the garbage out when they leave tonight." But they don't. We're willfully blind to the service we're offering, and believe our clients will see past the overfilled garbage cans, past the never-answered phone, past the bad language of our 7pm coach...they won't. They see our limp.

When problems grow to become crises, are they too late to fix? No. Pricing errors, even carried for ten years, can be corrected. We have the best surgeons in the world at TwoBrain. But that doesn't mean it's going to be easy, or painless. You'll still probably require some rehabilitation, and we'll be there for you when you do. But it's SO much simpler to remove the pebbles in your shoe instead of waiting for a hip replacement.

In this episode, I share a half-dozen pebbles that I've removed at Catalyst over the years. Then I give you a few tips on taking action to identify and remove your own.

Food For Thought Friday- Are you Hindering Your Team?

Fri, 17 Aug 2018 00:00:00 -0400

Keeping Clients Longer, with Anastasia Bennett

Mon, 13 Aug 2018 00:00:00 -0400

This week I again ask you the same question as last week: I have two affiliates in front of me, one with 40 clients and one with 400. Who has the better business? The answer is that you can’t possibly know because what matters is profit!

At Two-Brain, we measure only a few metrics which include Profit, Average Revenue per Member (ARM), and Length of Engagement (LEG). This week we dive into LEG by talking with Anastasia Bennett about peak moments, bright spots, firing the wrong clients, and smashing cliques.

Food For Thought Friday- Are You Telling Your Client’s Story?

Fri, 10 Aug 2018 00:00:00 -0400

Episode 130: Increasing ARM, with Josh Price

Mon, 06 Aug 2018 00:00:00 -0400

Last week I gave you a pop quiz. I asked: between two affiliate owners, one with 40 clients and one with 400 which was more successful? The truth is, you really can’t tell unless you have additional metrics such as length of engagement, average revenue per member (ARM), and profit.

The average CrossFit gym is only going to maintain around 150 members at any one time. This means that each client must be paying enough to cover the fixed costs associated with your gym, pay the coaches, and allow the owner to make a profit. If a business does not generate a profit, it is not a successful business!

In this episode, we talk to Josh Price about what it takes to increase ARM. Once you begin to create a meaningful career with your business, it is time to diversify your revenue streams and to create a less fragile business. These are the beginning steps to increasing your ARM.

Episode 129: Taking Action, with Jason Williams

Mon, 30 Jul 2018 00:00:00 -0400

Jay Williams is a senior mentor at TwoBrain. He owns two CrossFit gyms (one in California, one in the UK) and his mentoring style is different than mine.

Jay is a problem-solver. He's direct and transparent. He's never rude or abrasive--I don't think I've heard him say the F-word more than three times in four years--but he gets right to the point. He's huge on accountability. He doesn't believe in wasting time.

Every year at the TwoBrain Summit, I like to put Jay onstage as the last speaker. It's too easy to attend a seminar and get educated, or even motivated...but then go home and take no action at all. That is NOT what TwoBrain is all about. That's not what mentorship is all about.

Mentorship means mapping a path, and then leading you down it step by step. TwoBrain has done that for over 500 entrepreneurs now (not including the kids on last week's show!) and we're now attracting entrepreneurs outside the gym industry: from body shops to bakeries.

What kind of mentorship do you need right NOW?

Food For Thought Friday- Do You Discount?

Fri, 27 Jul 2018 00:00:00 -0400

Founder Kids BONUS EPISODE Warning: Cute

Wed, 25 Jul 2018 00:00:00 -0400

This year at the Two-Brain Workshop, we're running a day camp for kids. It's called "Founder | Farmer | Tinker | Thief," and the kids spend the day creating their businesses, doing CrossFit, shooting videos, building obstacle courses, solving Escape Rooms, picking and preparing food to eat, doing Ninja Warrior challenges, launching catapults they build, designing their brand, playing Minute to Win It ... and there's even more.

The week culminates in a one-hour "Shark Tank" where the kids, aged 8-12, pitch their business to a local entrepreneur. They invite their parents; we record the whole thing. It's pretty incredible. One of the media experiences the kids do each week is a podcast interview.

In this episode, 5 of the FFTT kids share their new businesses with Two-Brain Radio.

Episode 128: DRIVEN, with Jason Rule of Driven Nutrition

Mon, 23 Jul 2018 00:00:00 -0400

Today we are joined by Jason Rule of Driven Nutrition. Jason has been a serial entrepreneur for over 20 years, and originally got his start by creating a software company. Soon after his passion for health launched him into purchasing GNC store and bursting onto the health supplement scene. After becoming frustrated with the current supplement offerings, Jason started his own supplement line, Driven Nutrition, focusing on outreach to CrossFit affiliates and serving their customers. Today we will discuss more about how he started his company, how it has grown, and what is next for Driven.

Food For Thought Friday- What Do You Really Sell?

Fri, 20 Jul 2018 00:00:00 -0400

Episode 127: Dealing With Local Competition

Mon, 16 Jul 2018 00:00:00 -0400

"As soon as you plant a flag, people will start shooting" - Mel Siff, author of Supertraining, told me that nearly 20 years ago. Innovators and entrepreneurs are often forced to deal with the bad habits of their competitors. When owners are scared, they do shady things: they email clients at other businesses and offer them deep discounts. They copy blog posts and videos. They even make fun of other owners online--can you imagine a more transparent cry for help? Original ideas are sometimes ridiculed by jealous competitors. Out of ideas themselves, they throw rocks because it's the only tool they have. And even businesses serving a similar niche can compromise their core values when they're scared of losing money. But take heart: no competition is forever. And if they're copying, criticizing or complaining, it means you're winning.

For this episode, I asked members of the Two-Brain family to share their best advice on dealing with local competition. I took the first ten responses, and our producer compiled them into a very entertaining and helpful episode. These are the opinions of their contributors, not necessarily Two-Brain. They're uncut and--in some cases--very raw. But on this topic, like all the others, I believe in radical transparency.

Food For Thought Friday-Are you getting a part time job?

Fri, 13 Jul 2018 00:00:00 -0400

Episode 126: What I Actually DO (Q+A With Coop)

Mon, 09 Jul 2018 00:00:00 -0400

Every six months or so, I like to answer questions I'm asked by you, the listener or reader. but I've always shied away from publicly posting my responses to the "what do YOU do?" questions, because it feels like hubris.

But recently, a friend pointed out that people ask Tim Ferriss and James Altucher those questions because they're looking for a model. No one--not even Tim--can do all of the 270 ideas he published in Tools of Titans. No one can follow every person he writes about in Tribe of Mentors. We ask Tim "What do YOU do?" because we're looking for a model; we want to try on his life to see if it fits. We want to know where to start.

I'm also a huge believer in setting very clear, visual goals, and then working backward to build a plan. I did this for my clients for 20 years at the gym, and I've done it with my mentoring clients for 6 years now. But sometimes goals and "perfect days" are hard to visualize without context; until Bannister broke the 4:00 mile, no one had ever done it. As soon as he did it, several others did it within months. It just took someone to show them it could be done.

Food For Thought Friday - Are Your Coaches Jumping Into Class?

Fri, 06 Jul 2018 00:00:00 -0400

Episode 125: How To Retire

Tue, 03 Jul 2018 00:00:00 -0400

Today we are joined by Michael Collette, Michael Scott, and Brendan Sheehan. Each of these guys are involved in CrossFit in some form but are also founders of Waymark Wealth Management. Today we will be having a very valuable conversation about how exactly you retire from CrossFit and what steps you can be taking now to ensure you are prepared!

Food For Thought Friday-How Often Are You Jumping Into Class?

Fri, 29 Jun 2018 00:00:00 -0400

Episode 124: Two-Brain Marketing

Thu, 28 Jun 2018 00:00:00 -0400

"But Cooper HATES lead generation, doesn't he?"

We get that a lot. I teach retention first, then sales mastery ("Help First"), then Affinity Marketing. I do it this way because many entrepreneurs are too focused on the magical appearance of digital marketing, and they lose sight of the low-hanging fruit.

But when you're great at retention; when you've practiced your conversion strategy; and when you deliver an excellent service, by all means: open the floodgates!

Enter TwoBrainMarketing.com.

Food For Thought Friday-What Don't You Know?

Fri, 22 Jun 2018 00:00:00 -0400

Episode 123: The Energy Audit, with Trevor Mauch

Mon, 18 Jun 2018 00:00:00 -0400

Finding energy in your work can be the key to unlocking your full potential. Trevor Mauch struggled with this for a long time, until his mentor taught him that energy-producing work is the key to unlocking your full potential. Because of this, he encourages everyone to do what is called an Energy Audit. This is done by first grabbing a piece of paper and drawing a line down the middle. Then, list all the activities in your life that give you energy and fulfillment and all the energy draining activities on opposite sides of the line.

Food For Thought Friday: Are You Proactive Or Reactive?

Fri, 08 Jun 2018 00:00:00 -0400

TwoBrain Radio Replay: Greg Glassman

Mon, 04 Jun 2018 00:00:00 -0400

Originally published October 30, 2017.www.twobrainbusiness.com/gregGreg Glassman isn't your average genius.Greg shares the mannerisms of the virtuoso: he moves while he talks, fidgeting with coasters on the table. He leans in, then back, tipping his chair from one side to the next. His answers are so quick, most of the time, that you'd think they were rehearsed. But they're not.And Greg isn't just a big thinker. He's also a big doer: he acts. He travels extensively. He has frequent speaking engagements. Old-time CrossFit fans will remember his monthly manifesto, emailed as a PDF to be printed with "CrossFit Journal" on the top. In 2001, he put the workouts from his private training gym online for free, and hasn't missed a day since.Greg has spawned a worldwide health initiative. He's also given over 25,000 people the opportunity to be entrepreneurs and change lives. This is my passion. But that's not his true genius.Last week on this podcast, I introduced some of Greg's Media team--Tyson Oldroyd, Mike Warkentin and Matt Bischel. They're part of "CrossFit HQ" -- an army of professionals dedicated to helping Greg's affiliates. They're all loyal to the point of fanaticism; many have been with the company a decade already. Very few people quit CrossFit HQ: they love the opportunity to serve in a meaningful way. And they love Greg.I flew across the country to sit with Greg at his kitchen table for 90 minutes. It took days of travel and three years of conversation to reach this point. My questions weren't pre-approved or censored afterward. Greg greeted me at his front door with a hug; when we parted a few hours later, he said "Love ya, man. Keep doing what you're doing."THAT is Greg's true genius: the ability to spread his care; to inspire everyone around him to beat their plowshares into swords and follow him."CrossFit is not an exercise program. It's a fitness program." What did Greg mean by that? Listen in...

Episode 121: The Thief Phase

Mon, 28 May 2018 00:00:00 -0400

Episode 121 – The Thief Phase

Over the last few weeks I have been talking about the phases of entrepreneurship:

The Founder Phase, Farmer Phase, Tinker Phase and now the Thief Phase. Today, we will be discussing this final phase and what do you do when your idea has reached the pinnacle of success.

Food For Thought Friday: Long Term Planning For Your Coaches

Fri, 25 May 2018 00:00:00 -0400

Episode 120: The Farmer Phase

Mon, 21 May 2018 00:00:00 -0400

After years of mentoring entrepreneurs, I can tell you there are four distinct phases of entrepreneurship: the Founder Phase; the Farmer Phase; the Tinker Phase; and the Thief Phase.

The Farmer phase is the most important for a gym owner. Some gyms struggle to ever leave the Founder phase, even after years in business. But after a year, most have achieved at least a nucleus of success; they have a small cadre of very loyal members, a backup coach or two, and they're taking home a paycheck. These are the Farmers: the entrepreneurs who seek to make meaningful careers for their staff; who want to work more ON their business and less IN their business; who want to work toward a 33% profit margin and build a cash flow asset and someday retire.

In this episode, I'll walk through the Farmer Phase, what it takes to make it through this phase successfully--and what comes next.

Food for Thought Friday: What obstacle got in your way this week?

Fri, 18 May 2018 00:00:00 -0400

Episode 119: The Founder Phase (And How To Get Through It FAST)

Mon, 14 May 2018 00:00:00 -0400

After years of mentoring entrepreneurs, I can tell you there are four distinct phases of entrepreneurship: the Founder Phase; the Farmer Phase; the Tinker Phase; and the Thief Phase. Each phase requires a different mindset, different tactics and different types of help.

Today, we will be discussing the Founder Phase and what it takes to make it through this phase successfully.

Food For Thought Friday: Who's taking your time?

Fri, 11 May 2018 00:00:00 -0400

Episode 118: Tinker

Mon, 07 May 2018 00:00:00 -0400

After many years of mentoring entrepreneurs, I now see more clearly the maturation process of starting and growing a business. Today I will be discussing the various stages of entrepreneurship and how they apply to owning a gym.

The four stages of Entrepreneurship are:

the Founder stage
the Farmer stage
the Tinker stage, and
the Thief stage.

Most of this episode is going to cover what to do in the Tinker phase. This is when you enter the realm of success with your first business and you are pondering what to do next!

Episode 117: Weightlifting Programs In Your Gym, With Rickard Blomberg of Eleiko

Mon, 30 Apr 2018 00:00:00 -0400

Today we are joined by Rickard Blomberg, the President of US operations for Eleiko Sport. Eleiko has been the gold standard when it comes to weightlifting equipment. Since 1963, they have been building a weightlifting bar that lasts longer and performs better than any other in the industry. Join us today to learn how Rickard has helped transition this company into the modern age and carry on the company’s legacy since its founding!

Food For Thought Friday- The Power Of A Letter

Fri, 27 Apr 2018 00:00:00 -0400

Episode 116: Iron + Mortar

Tue, 24 Apr 2018 00:00:00 -0400

Today on the show we are joined by Layci Nelson of Nelson Management Strategies. She is the co-founder of the Iron and Mortar Summit which aims to equip entrepreneurs to be the best version of themselves. Layci comes from a family of entrepreneurs and as a result, has an admiration for the change makers and risk takers within the business world. It is because of this that she enjoys engaging and inspiring leaders to become the best version of themselves possible. Layci has been involved in the conception, creation and implementation of over many programs, community initiates, and business models and aims to see the big picture for a company. Equipping business owners to lead is what she does best and today she is here to share this valuable knowledge with you!

We talk today extensively about Layci’s very interesting story on her journey from working professional to CrossFit. In addition, Layci has a very different approach to leadership summits than most which we dive into. She likes to keep her attendance small and focus on engaging with each attendee to help them master the concepts and have the greatest chance at success.

Food For Thought Friday: Marketing Through Your Members, Not Facebook

Fri, 20 Apr 2018 00:00:00 -0400

Episode 115: Jeremy Kinnick

Mon, 16 Apr 2018 00:00:00 -0400

Jeremy Kinnick is an OG of CrossFit. He competed in the 2008 Games - you'll see him in "Every Second Counts." He's a ten-year affiliate owner, a family man and a hell of an athlete.

This episode focuses on hard lessons learned as an athlete and affiliate owner. We'll share a lot of Jeremy's stories about the Games and his gyms. And you'll hear how each has shaped the other.

This is a very valuable interview because mistakes are expensive. People open gyms for all the RIGHT reasons, but close their gyms for all the WRONG reasons. We fix these problems in the Incubator. We don't take everyone; to see if you're a good fit, book a free call with me.

Food For Thought Friday: Intensity Over Mechanics

Fri, 13 Apr 2018 00:00:00 -0400

Episode 114: The Baltimore Connection

Mon, 09 Apr 2018 00:00:00 -0400

The 2018 TwoBrain Summit is June 2-3 in Niles, IL! Book your spot here!

Episode 114 – Baltimore Crew

Think about the other affiliates in your city. Do you know the owners? Do you know their their spouses or even their kids?

Back in the day, we all had this rosy picture of CrossFit Gyms working together in their community, throwing fun competitions, having picnics together on the weekend. However, in reality, CrossFit gyms can be fierce competitors and regularly accuse each other of cutting prices and stealing members.

However, there is one beacon of hope within the city of Baltimore. These gym owners get together every month to talk about what is working and collaborate to improve their gyms. They send members to each other’s gyms. If this sounds like it can’t be possible, then listen in! Today I talk to seven gym owners and learn where they came from and how this culture of helping each other came about. This is a shining example of where I hope CrossFit will be going forward.

The Baltimore Crew meets up about once a month near downtown Baltimore. At the meeting the crew talks about what went well and what people need help with over the past month. They do this by going around the table and then collaborating to deal with issues and problems. Occasionally a member will get “beat up” when they do something wrong or are avoiding a problem at their gym. But this is always constructive in nature, and it is meant to challenge a member and be sure they are growing as a business and gym owner. After meeting as a group, the members of the crew can take the ideas and actions back to their gym to work on it with their team.. ‘

One way in which the Baltimore Crew has helped one another is by recommending new clients to other gyms. Many times a client will be moving to the other side of town and it just makes more sense to try a gym that is closer to their residence or work. By referring clients to people you know and trust you can ensure that they receive a good experience. The Baltimore crew knows that if they can make CrossFit popular and successful in the entire city than it will help everyone involved.

Want to build a stronger community of gym owners in your city? This episode has tips to get started. These owners are a living example of collaborative competition.

Food For Thought Friday: The End In Mind

Fri, 06 Apr 2018 00:00:00 -0400

Episode 113: Working With Entrepreneurs

Mon, 02 Apr 2018 00:00:00 -0400

Episode 113 - Working With Entrepreneurs, with Eden Watson of Two-Brain Workshop

Entrepreneurs are one of my Top 3 target audiences at Catalyst. I think entrepreneurs are perfect clients for CrossFit gyms, because they have:

Time flexibility
Financial flexibility
A clear sense of priorities
No time to waste "guessing" what workout to do.

In previous episodes, we've mentioned the Two-Brain Workshop, working with corporate groups, and even the best workouts for entrepreneurs. But today, Eden Watson, manager of the Workshop, sat down to spell out EXACTLY how we're tying founders to fitness.

Episode 112: Where Should Your Focus Be?

Wed, 28 Mar 2018 00:00:00 -0400

In this episode, I'm going to help you figure out where your gym currently sits; who your target audience should be; how to zip ahead of your local competition; and what to do TODAY to focus your attention and grow your CrossFit family.

Episode 111: Love and Logic, with Garner Tullis

Mon, 19 Mar 2018 00:00:00 -0400

Episode 111 – Garner Tullis

Your business exists to serve you. And you, in turn, serve those closest to you first: your spouse, your kids, and your family.

But too often, your family is asked to sacrifice for the good of the business. At startup, this might be necessary--for awhile. But many gyms are still in making the sacrifices of startup after YEARS in business.

Today on the show I have invited Garner Tullis, of Our Greater Good, to talk about maintaining healthy family relationships, maintaining your values under stress, and just having a happy life. The balance between work and family is important and something we all need to continually be reminded of.

Food for Thought Friday: The Truth About Balance

Fri, 16 Mar 2018 00:00:00 -0400

Listen at www.twobrainbusiness.com/podcast ASK CHRIS A QUESTION: www.twobrainbusiness.com/podcast

Episode 110: TwoBrain Mentors Dani Brown and Ana Bennett

Mon, 12 Mar 2018 00:00:00 -0400

The 2018 TwoBrain Summit is June 2-3 in Niles, IL! Book your spot here!

I've always believed that CrossFit gyms have a higher proportion of female ownership than almost any other small business. HQ doesn't have the data to support or refute that claim, but my empirical experience, when compared to industry data held elsewhere, says that more women own CrossFit gyms than any other type, and the success rate for female entrepreneurs in CrossFit is higher than almost any other option.

Today on the show we are joined by Danielle Brown and Anastasia Bennett. Both are longtime CrossFit box owners and mentors at Two-Brain. They both bring a wealth of business and CrossFit experience to the table as we discuss a range of topics on the show today. Be ready to take good notes and as always feel free to reach out to either mentor with any questions you may have!

Episode 109: Greg Strauch

Mon, 05 Mar 2018 00:00:00 -0500

Episode 109 – Greg Strauch

Today on the show we are joined by Greg Strauch of CrossFit Unkown Elements in Clovis, New Mexico. Greg joins us to talk about how he got his start with CrossFit after the Air Force, What it takes to build a successful gym, and his transition into becoming a mentor with Two-Brain.

Episode 108: Affinity Marketing 108

Mon, 26 Feb 2018 00:00:00 -0500

One of the most common questions I get from gym owner on our free call is, "How do I get more leads?"

The "magical" nature of online ads distracts many away from easier, more natural opportunities

The Affinity Marketing plan is made of concentric rings. Each ring or “loop” represents a new audience for your service.

The center ring ("Axial Clients") has very high affinity, because they're already buying your service and loving it. But it's the smallest possible audience.

As we radiate out from center, audience size increases but Affinity decreases. You'll have to do more work to "warm up" a potential client to get them to purchase, and even more work to keep them.

In this episode, I walk through some simple strategies we teach in the Incubator to leverage your relationships with your clients and future clients.

Episode 107: Programming During (And After) The CrossFit Open

Mon, 19 Feb 2018 00:00:00 -0500

The CrossFit Open starts this week!It's one of the largest opportunities for marketing and sales in 2018 for CrossFit gyms. But it's also one of the periods of greatest overwork: you're possibly adding class times to the schedule, amping up the hype, dealing with competitive stress, ordering equipment (fingers crossed), hosting parties and getting your coaches realigned around the rules every week.And how do you program workouts around Castro's Big Reveals? Jason Brown of BoxProgramming.com is here today to give you some tips to keep your clients energized, excited and injury-free during The Open.We'll also talk about what happens AFTER the Open. Even as the first gym to do the Intramural Open, Catalyst sees a lot of burnout immediately after the CrossFit Open ends. It's the end of winter here, and cabin fever mixes with coach fatigue. Clients are tired of cycling the barbell and doing pullup variations, and they want to just.get.outside! Jason has some good insights into programming novelty and specialty programs after the Open too.Jason Brown will be speaking at our 2018 Summit. This year's Summit is already filling FAST, and we haven't even announced our Keynote yet!The Summit is two days with two separate tracks of presenters: one for coaches, and one for owners. Senior TwoBrain mentors are speaking on high-level topics this year, and we're bringing in some of the top coaches in the industry to speak to YOUR coaches.We do lectures, yes. We do group breakouts, role-playing and goal-setting sessions. Sponsors provide awards for TwoBrain gyms, and the TOP reason most people give for attending is the opportunity to mix with the top gyms in the industry.Want to talk more with Jason?www.BoxProgramming.comjason@boxprogramming.com

Episode 106: Building a Robust Business

Mon, 12 Feb 2018 00:00:00 -0500

Strong community. Strong clients. Strong staff.

Weak business?

An anti fragile business is one that grows while others are failing. Antifragility doesn't simply mean avoidance of problems; it means using problems to diversify and grow.

One of the first questions I ask gym owners when they book their free call is, "What are your revenue streams?" The vast majority still make most of their money selling group fitness classes: the service with the highest turnover, lowest ARM and least predictability. When clients take a month off in the summer, the business suffers. When clients overspend at Christmas, the business suffers.

The opposite of fragility isn't strength; it's robustness. It's diversification. In this talk from the 2017 Two-Brain Summit, I start by introducing the opportunity and necessity of giving clients a choice of how they train.

Food for Thought Friday 020218

Fri, 02 Feb 2018 00:00:00 -0500

What if the BEST action...is no action at all?

Episode 105: Selling Hybrid Memberships, with Dr. Brian Strump

Mon, 29 Jan 2018 00:00:00 -0500

Dr. Brian Strump is the owner of Live Active Charlotte, CrossFit Steele Creek, and a few other companies. An early adopter of the prescriptive model, Brian was one of the first to offer hybrid memberships in a CrossFit gym. His current top membership rate is $919 per month.

Part of my mission on this podcast is to change the perspective of scope for other CrossFit affiliates: to show where the high bars and gold standards sit and demonstrate to listeners what's possible. Just like seeing an athlete deadlift 600 lb. and then run a sub-six-minute mile, we all need models of what's possible at the top end. If you set your rates based on what other local affiliates are doing, or what you think "the market will bear," you're probably guessing. I did it too. And it's probably killing you, like it almost did me.

Obviously, you can't jump from a $150 membership to a $1,000 membership overnight—at least, not with the same service, and not with the same mindset. What makes a difference? A larger view of your business. And mentorship.

Episode 104: Nutrition Programs in 2018

Tue, 23 Jan 2018 00:00:00 -0500

Two years ago on this podcast, I introduced Nicole Aucoin to CrossFit affiliates. Nicole, an RD, was piloting a nutrition program at CrossFit Port Orange in Florida. From that podcast, hundreds of nutrition programs were launched in CrossFit gyms, resulting in millions of dollars in new revenues.More importantly, many of us are back in line with Greg's vision of CrossFit gyms. As he said in Episode 93, "If you're not changing your eating, you're not doing CrossFit."The prescriptive model is a coaching model: we tell our clients exactly what to do to change their lives. We tell them when to squat, and how many times. But exercise alone won't get the job done: they need nutrition, and they need to see YOU--their trusted coach--as the expert.Enter Healthy Steps Nutrition, Nicole's program.HSN is led by a Registered Dietitian (Nicole).

Food for Thought Friday: What Will You Change in 2018?

Fri, 19 Jan 2018 00:00:00 -0500

You need to balance UPGRADES with unnecessary tinkering. How can you tell the difference?

Episode 103: Q+A With Coop

Mon, 08 Jan 2018 00:00:00 -0500

Episode 103: Q+A With Coop

I like to start every year with a recap of the BEST questions I received the year before.

I get over 200 emails and texts every day. Some of these questions come from those within the TwoBrain family; others from those who aren't yet part of our tribe. In the latter case, I choose the questions that recur most often (like 'what's the best marketing advice you gave last year?')

Episode 102: Changing Behavior

Tue, 02 Jan 2018 00:00:00 -0500

One of the key metrics we track in Two-Brain is LEG: Length of Engagement.

The average LEG of gyms when they start the Incubator is 13.1 months (that's going down, by the way, thanks to 6-week challenges and "free trial" entry points.)

If we can increase LEG to 15 months--every client in your gym stays an extra two months--that could easily mean an extra $45,000 per year for your gym ($150 x 150 clients x 2 months.)

Yeah, retention is kinda important.

Long-term retention is really long-term behavior change. If attending your gym becomes part of a client's life, you'll keep them longer. If they struggle to make a lifestyle change, you'll always be the negotiable part of their day. That means you'll be the first thing cut from their schedule, or their budget, when they have limited resources.

In this episode, I share how to change long-term client behaviors using the B-MAT model of behavioral modification. The original comes from BJ Fogg at Stanford University, and I'll give specific examples and explanations in this episode.

Episode 101: The Level Method

Wed, 27 Dec 2017 00:00:00 -0500

Episode 101 – Level Up with Nathan Holiday & Josh Price

This is a VERY visual episode, so I'm going to include the video recording of the discussion. It's not edited or produced (as the podcast always is) but it's worth an hour in front of a screen to see it.

If you visited CrossFit.com in 2006 (as I did,) you would have found the original CrossFit message boards. And one of the most-discussed concepts was the idea of a "belt system" for progressions in CrossFit. Many of us sketched out our own, but none were ever perfect, and most weren't even usable. Until now. I think Nathan Holiday has done it. Even Nate failed when he tried it the first time. And the second. But what he has now in the Level Method not only shows what clients need to do to be progressing, but also gives coaches a way to create meaningful moments in the clients life cycle. The Level Method gives you a system for rewarding "moments" in the client's life cycle.

I recommend reading "The Power of Moments" by Chip and Dan Heath as soon as you can. Make that your next book.

Today we dive deep into the Level Method. Nate is very knowledgeable on the coaching side, and we get technical about energy systems, biomechanics and progressions. After a full half hour of nerd talk, Josh Price joins us to talk about his experience with using the Level Method in his gym and how it has helped his CrossFit gym grow.

Episode 100: The Future

Mon, 18 Dec 2017 00:00:00 -0500

This year has truly been amazing for the Two Brain Family. As a thank you for your continued support, I have two gifts for listeners to this podcast. The first is Two-Brain 2017, which is a collection of all the blog posts from the last year. We have compiled these into a book format that is over 300 pages!

Click the link here to get this book: Twobrainbusiness.com/twobrain2017

The second thing is the Two-Brain Summit 2017 video recording series. If you sign up for the 2018 Two-Brain Summit before December 31, you'll get these FREE. These videos are filled with lots of information from Dave Tate, Two-Brain mentors and more. Additionally, the coaching side is also included which includes the likes of Jason Brown, Lacey Rhodes, Sara Benson and almost a dozen more SMEs!

Merry Christmas and Happy Thanksgiving to you and yours, and I hope you make 2018 the best year of your life!

Our friend and partner Nicole Aucoin's new book is out today! If you want to add a nutrition practice to your gym, you NEED THIS BOOK! Click here to grab it.

In this episode:

My annual "State of the Industry" report: Where has the Movement progressed in 2017? Where are our biggest opportunities, and what will be our biggest challenges in 2018?

Then: THE FUTURE. What are my predictions for 2018? On this podcast, I share five predictions that will help you guide your fitness company to larger-scale success next year.

Episode 99: Culture - Josh Martin on Building, Teaching and Protecting Culture

Mon, 11 Dec 2017 00:00:00 -0500

Episode 99 – Josh Martin

This year has truly been amazing for the Two-Brain Family. As a thank you for your continued support, I have two gifts for listeners to this podcast. The first is Two-Brain 2017, which is a collection of all the blog posts from the last year. We have compiled these into a book format that is over 300 pages! Click the link here to get this book: twobrainbusiness.com/twobrain2017

The second thing is the Two-Brain Summit 2017 video recording series. If you sign up for the 2018 Two-Brain Summit before December 31, you'll get these FREE. These videos are filled with lots of information from Dave Tate, Two-Brain mentors and more. Additionally, the coaching side is also included which includes the likes of Jason Brown, Lacey Rhodes, Sara Benson and almost a dozen more SMEs! Merry Christmas and Happy Thanksgiving to you and yours, and I hope you make 2018 the best year of your life!

Today, Josh Martin of CrossFit for Glory talks about building and protecting the culture in your gym. He is one of the most positive people you will ever hear from, and he has a very family-friendly and faith-centric focus to his business. We are going to get into all kinds of topics today as well as Josh’s amazing story of how he become involved with CrossFit.

Josh went to the University of Florida where he pursued exercise science. He fell in love with this area of study and soon began practical implementation of what he was learning at a local training performance institute. After finishing up his degree at Florida, Josh worked at the International Performance Institute where he had the opportunity to coach some of the top athletes in the country. Soon after this he was appointed the assistant strength coach for the New York Yankees. It wasn’t until another position after the Yankees that Josh decided to make a career change and move into CrossFit.

Josh is a mentor with Two-Brain and after receiving help from Two-Brain with his own business, he wanted to also give back and help those needing help with their box. Becoming a mentor with Two-Brain is a very humbling experience, according to Josh. Two-Brain mentors go through rigorous training before their first call and participate in lifelong education after they become licensed. Josh gives us a little peek into that training.

Then we'll talk about defining culture, getting employees to buy into your vision and more on this awesome episode!

Links:

https://twobrainbusiness.com/mentor-item/josh-martin/
https://crossfitforglory.com/
https://twitter.com/crossfit4glory
https://www.facebook.com/crossfitforglory/

Contact:

josh@twobrainbusiness.com

Timeline:

3:33 – Josh Martin introduction.
8:05 – Josh’s experience working for the New York Yankees.
11:54 – Influencing your children to set big goals.
14:58 – What it is like to become a mentor for TwoBrain like Josh.
21:08 – Experiencing being a mentor for the first time.
22:02 – What is it like carrying the stress of an affiliate as their mentor.
24:15 – Setting up and defining culture in the gym setting.
28:52 – How to get your coaches to buy into your vision as a gym owner?
35:15 – Dealing with tough clients.
38:40 – The importance of family in Josh’s life.
41:09 – Josh’s start into strength-and-conditioning coaching.

Episode 98: Julie The Rhino

Mon, 04 Dec 2017 00:00:00 -0500

Julie Johnston of Camp Rhino created the first bootcamp in Vegas (maybe the world!), had a Ninja Warrior course before anyone else, and now combines OCR, CrossFit and her giant bootcamp under two enormous roofs in the desert.

Just listening to Julie on this episode will make you smile. It's a great kickstart to your week--and the way she kickstarts all of her bootcamps--a two-hour lesson called "The Happiness Workshop"--will kick your BRAIN into high gear! It's a perfect interview for a Monday!

We'll talk about how Julie grew her businesses to where it is today through some ingenious techniques, crazy risk and massive personality.

Julie comes from a long line of business owners. Seeing the stress that so many of her relatives went through to own their own business motivated Julie to steer clear of ever owning her own business. It wasn’t until she was in college that her entrepreneurial spirit took root and she soon abandoned her initial impression of what it was to be an entrepreneur. After much stress in her first entrepreneurial adventure, Julie began gaining a lot of weight and she knew something had to change to get her health in order. Julie decided it would be best to join a boot camp class and within a few weeks she was teaching her own class.

It wasn’t long before July wanted to start her own boot camp even though her friends and family thought she was crazy. For the first year, it was not very successful. Julie was determined to succeed however and she not only lost the weight that she needed to lose but she was slowly gaining clients for her new business. It was at this time that Julie came up with an ingenious idea to generate some buzz around her new business when she challenged two news stations to battle it out in a boot camp competition. This gained her the publicity she needed to really push her business to a new level.

One of Julie’s keys to success is her supportive family surrounding her business. Julie’s brothers have been trainers at her gym since the beginning and have gone along with all of her crazy obstacle course ideas. In addition to CrossFit, Camp Rhino offers some outrageous obstacle courses. Julie even built an obstacle course out in the desert at one point in time. Family is extremely important to Julie and she will always make time for them no matter what.

Being a successful gym owner can take a large investment of time. Despite this, Julie makes time every day to train and stay in shape. She has learned that no one likes a fat gym owner and the fear of gaining weight like she once did keeps her motivated to set the pace and lead by example in her gym.

Another important component of Julie’s gym is running something she calls, The Happiness Workshop. Julie takes creating a positive and happy environment very seriously. This allows Camp Rhino to be a positive place without whining, excuses, and complaining. Loving others and being the best version of yourself is what it is all about and what Camp Rhino is all about.

Episode 97: Retail-Ready, with Matt Albrizio

Mon, 27 Nov 2017 00:00:00 -0500

Episode 97 – Getting Retail-Ready with Matt Albrizio of Forever Fierce

On today's episode, Matt Albrizio of Forever Fierce shares his best practices for selling retail items at Christmas; how to buy gifts for your coaches; and how to create a Retail Plan for 2018.

Episode 96: Mentoring Your Staff

Mon, 20 Nov 2017 00:00:00 -0500

Episode 96 – Mentoring Your Staff with Ken AndrukowKen Andrukow, a senior Two-Brain Mentor and owner of Reebok CrossFit Ramsay, joins us on the show today. Ken's gym one of the top gyms in the world, and he attributes his success to his staff.As we identify the "gold standards" in the gym industry, Ken is at the top of the leaderboard in many categories (including profit). One of these gold standards is staff retention. Ken's metrics are great because his relationships are great.We all know that money alone does not keep a staff member satisfied. You must also find out how to deliver on their perfect day to keep them around. In this episode we talk about how to mentor your staff, how to setup goals with your staff, make sure they are on the right track, and how to make sure they can see a clear path to their perfect day. Ken has done a remarkable job growing his gym from 300 members when he started as a TwoBrain client, to now reaching 500. His metrics (ARM, LEG and profit) are even more impressive. But from a staffing perspective, this can present quite a few challenges for a gym owner. At about the 200-member mark, Ken realized that he could not manage the gym alone anymore. It was at this time that Ken had to step away from coaching and focus on growing his businesses full time. Ken also realized that he had to completely replace himself in all roles to have time to grow the gym. According to Ken, “It’s about making sure all of your staff react to every issue the way you would.”Ken's core values include integrity, empathy, loyalty, and tenacity. Ken puts every one of his prospective employees through a training program on these core values to ensure they match up and will be a good fit. One of the ways that Ken conveys these core values to his employees is through stories. Stories about his childhood and life challenges are really important and meaningful in showcasing these values.Another key item to have when operating a large gym is to have systems in place for your staff to follow. As Ken’s gym grew he assumed everyone else could read his mind and know what he wanted. He soon found out, however, that this was not the case. As more and more members were asking Ken directly for help, he knew that systems must be developed for his staff to handle. It wasn’t until he put systems in place and gave people the authority to solve problems that he had the time to grow his businesses.Above all else, he says, staff really want to know they are making a difference in people’s lives. A large part of success is about mindset and if your staff can have the same positive mindset that you have the opportunities are limitless. Join us today as we dive into staffing questions and much more!Timeline:2:53 – Ken Andrukow Introduction4:38 – Ken on growing his gym from 300 to 500 members8:32 – The core values are important to Ken and his staff12:42 – Mentoring your employees through one on one meetings19:41 – How often should mentoring meetings be taking place?23:05 – How does a typical mentor meeting go?27:20 – What is it that truly motivates staff and keeps them around?30:52 – What it is like to lose a team member to another gym?34:03 – Helping another team member start out at a new gym38:34 – How to properly give feedback to your staff42:18 – The people that got us here are not going to get us where we want to goContact Ken:https://www.reebokcrossfitramsay.com/https://www.youtube.com/channel/UCO6WJ_wZsiprvV5JldxapnQhttps://www.instagram.com/reebok_crossfit_ramsay/https://www.facebook.com/CrossFitRamsay

What IS Excellence?

Fri, 17 Nov 2017 00:00:00 -0500

If we're all going to be excellent--as athletes, as coaches or as business owners--don't we need a common definition as a target?

Episode 95: Rachel Balkovec

Mon, 13 Nov 2017 00:00:00 -0500

Episode 95 – Rachel Balkovec

Rachel Balkovec is the first female strength and conditioning coach for any major sport within the United States. Rachel is currently with the Houston Astros, and I spoke to her on the eve of Game 6 of the World Series.

Rachel took the prescribed route for education in strength and conditioning. She got her first degree, then the CSCS, and then pursued her first internship. Then she did her second. Eventually, her third...

She's been through Athletes Performance (now EXOS.) She got into the graduate program at LSU, then did an internship for the St Louis Cardinals--twice. She worked weekends for years, waitressing and helping retirees go to the bathroom.

She referred to Angela Duckworth's book "Grit" right at the start of this podcast. Grit COULD be the title of this episode.

After so many experiences with athletic training Rachel assumed she was a shoe in to obtain additional internships while she was pursuing another degree. It was at this moment that she realized how hard it would be to make it as a woman in Major League Baseball. After countless attempts to contact teams and submit her resume, she heard nothing. It wasn’t until Rachel changer her name to Rae, that she finally got a call back.

It wasn’t until another internship with the Cardinals that she secured a strength and conditioning coaching position where she now overseas eight minor league teams and roughly 200 players. Now that the Astros have won the World Series, it is all about what they can continue to do to elevate their game and continue their success. It is one thing to get to get to the top but a whole different thing to stay there, according to Rachel.

One of Rachel’s major jobs is to support the minor league teams in foreign countries. Many of the players in Major League baseball come from Latin America and they are signed to teams as young as 16 years of age.

Food for Thought Friday: What's Next?

Fri, 10 Nov 2017 00:00:00 -0500

The marketing crisis for gyms has "almost" been solved - at least for now. What's the NEXT hurdle we'll face?

Episode 94: Relationship Marketing

Mon, 06 Nov 2017 00:00:00 -0500

Episode 94 – Out of the Cave, with Dave Picardy and Chandler WalkerDave Picardy and Chandler Walker own Out of the Cave Media. Between the two of them, they have spent years working with gym owners and now they are pursuing a different passion which they call relationship marketing. In this episode we talk about relationships with your clients and how you can leverage these relationships to give them the best experience possible all while also growing your business.Chandler originally started a blog about fitness before even considering starting a gym. After realizing that relationships are the real key to growing your business, Chandler began helping others which brought on the onset of Out of the Cave Media. Dave on the other hand began his onset into the fitness industry as a personal training. Things were good except for the amount of hours he had to put into his business to make a living. Soon after Dave learned about CrossFit he became certified and began his CrossFit journey. Dave’s passion for helping others and connecting people together led him to connect with Chandler and help gyms focus on their relationships with their clients. Out of the Cave gives both Dave and Chandler a great platform to enact something they like to call relationship marketing.Relationship marketing is really about building a culture of caring between the business, the coach, and the client. What this really comes down to be own you show yourself to the consumer and to the staff. It is important that this relationship is always mapped out and when they interact with you they feel comfortable. Having the customer feel as though they are attached to you is important. Successful gyms always have a story and people love to be around this type of business. Ultimately where everyone struggles is telling a story and getting all of the coaches and employees to be a part of that story. This is where Out of the Cave Media steps in to help tell this story.One of the important aspects of telling your story is getting your team involved. It is important that they also use social media and help tell the story. Despite this, you do not want to force it upon your team. It is important to motivate your team and get them onboard to contribute to the overall plan. If someone really likes making video but hates doing blogging then you should plan accordingly to achieve the best results.Another important aspect is to showcase your local affiliate culture. Although the CrossFit HQ content is nice and well-polished, putting a face with the name and showcasing who you are to potential clients is really important. Telling your story in a unique and identifiable story allows people to recognize you in the community and relate in a much easier way.Another way to leverage relationships without producing any content is putting yourself in situations where you can talk about your business. The more relationships you build and the more relationships you have the more people are going to care about you and what you have to do. This is more about becoming a leader within your community rather than schmoozing people and luring them into your gym. You want to establish relationships around town and see how you can help them first. When you truly care about someone they will notice and turn to you for help when they need it. This episode is full of wisdom. Be sure to be ready to take notes and see how you too can implement these strategies into your own business!Timeline:0:58 – Dave and Chandler of Out of the Cave Media Introduction1:39 – What brought Dave and Chandler to this stage of their gym owner career.8:30 – What exactly is relationship marketing?9:32 – Why is it important that the client is part of the business' story?12:38 – The beginning steps to telling your business’ story.14:30 – What expectations should the staff have for producing content?18:18 – Perfecting content. I

Episode 93: Greg Glassman

Mon, 30 Oct 2017 00:00:00 -0400

Greg Glassman isn't your average genius.

Greg shares the mannerisms of the virtuoso: He moves while he talks, fidgeting with coasters on the table. He leans in, then back, tipping his chair from one side to the next. His answers are so quick, most of the time, that you'd think they were rehearsed. But they're not.

And Greg isn't just a big thinker. He's also a big doer: He acts. He travels extensively. He has frequent speaking engagements. Old-time CrossFit fans will remember his monthly manifesto, emailed as a PDF to be printed with "CrossFit Journal" on the top. In 2001, he put the workouts from his private training gym online for free, and hasn't missed a day since.

Greg has spawned a worldwide health initiative. He's also given over 25,000 people the opportunity to be entrepreneurs and change lives. This is my passion. But that's not his true genius.

Last week on this podcast, I introduced some of Greg's Media team—Tyson Oldroyd, Mike Warkentin and Matt Bischel. They're part of "CrossFit HQ" — an army of professionals dedicated to helping Greg's affiliates. They're all loyal to the point of fanaticism; many have been with the company a decade already. Very few people quit CrossFit HQ: They love the opportunity to serve in a meaningful way. And they love Greg.

I flew across the country to sit with Greg at his kitchen table for 90 minutes. It took days of travel and three years of conversation to reach this point. My questions weren't pre-approved or censored afterward. Greg greeted me at his front door with a hug; when we parted a few hours later, he said "Love ya, man. Keep doing what you're doing."

THAT is Greg's true genius: the ability to spread his care; to inspire everyone around him to beat their plowshares into swords and follow him.

"CrossFit is not an exercise program. It's a fitness program." What did Greg mean by that? Listen in...

BONUS Episode: Chris Cooper on the Excellence in Training Podcast

Fri, 27 Oct 2017 00:00:00 -0400

Brian Willis of the Excellence in Training Academy caught Chris for a one-hour interview. This is restricted content for Brian's private member site, but he allowed us to share it here. If you're involved with law enforcement trainers and would like to join the Excellence in Training Academy community they can use the code eitmonthfree at www.excellenceintrainingacademy.com and get the first month’s membership free.

Episode 92: Made By HQ

Mon, 23 Oct 2017 00:00:00 -0400

If you visit the CrossFit Facebook page, you'll see this:...not "Education Company". Not even "Fitness". "MEDIA/NEWS".Since the first days of the PDF-emailed Journal, I've learned from--and copied--CrossFit HQ's media team. More than any other organization on the planet, CrossFit educates its fans and consumers to create frenzied evangelists. They publish every day. They produce world-class video, employ full-time writers and editors, and pay above the grade for quality photos.What can we learn from CrossFit HQ's Media Team?Just about everything.There are 200 people in HQ Media. It's a multimillion-dollar operation to produce the best exercise demos, Journal articles, full-length movies, daily blog content, social media--and now, podcasts. They're among the best in the world, and they do it to help CrossFit affiliates grow.Many of us don't realize it, but HQ's media can serve as a template for our own. Content marketing bridges the gap between our service (fitness) and a client's needs (lose weight, get more energy, etc.) We can copy their methods, share their videos, and use their testimonials in OUR gyms.For this episode, I traveled to Santa Cruz, CA and visited CrossFit HQ for three days. I was interviewed for their new podcast, and then turned the tables: I asked Mike Warkentin (managing editor of the CrossFit Journal), Tyson Oldroyd (head producer) and Matt Bischel (head of social media) to answer questions about production, promotion and best practices.This interview runs over an hour, and it's FULL of useful stuff that I haven't seen or heard anywhere else. For the first time, HQ allowed me to peek under the skirt, and ask "Why?" and "How?" - and even though I've worked closely with HQ Media for years, many of the answers still surprised me.Don't listen to this podcast while driving. Wait until you have a pen and paper ready, because you're going to want to take notes!

Episode 91: Mentor Hot Seat, Volume 1

Tue, 10 Oct 2017 00:00:00 -0400

During our Senior Mentoring Team Meeting at the TwoBrain Workshop last weekend, I asked, “What’s the biggest opportunity in front of the CrossFit community that no one is seeing yet?” Two years ago, that was adding nutrition programs. We introduced the world to a simple solution in HSN, and other services have cropped up since. That’s been huge for many. Before that, the opportunity was the Intramural Open; before that, it was Bright Spots. We agreed the biggest opportunity for some affiliates is to help other local business owners. This might sound like a left-field idea, but here’s why we love it: CrossFit has created over 15,000 new entrepreneurs. Though it’s very, very easy to start a new CrossFit gym, it’s very hard to keep one open. So we all jump in with both feet, and then SCRAMBLE to get profitable as quickly as possible. Then we hammer as hard as we can to add staff, and then to level up our businesses to true entrepreneurship instead of just owning a job. Heavy loads, long distances, for time. Most CrossFit gyms have to be successful before the end of their first lease. Most new businesses are now stared as “side hustles”–driving an Uber, doing task-based one-off “jobs”, or selling expertise as a VA. We have everything on the line. We’re just desperate enough to try stuff–and fail–fast. And though the network between affiliates is informal, we DO talk. In the middle of all the Kill Cliff/FitAid questions on Facebook, there IS some progression in our thinking. Granted, we started behind most entrepreneurs (we used to think “profit” was bad) but we’ve pulled ahead. And common knowledge in CrossFit is uncommon knowledge elsewhere. So when a CrossFit athlete who owns a machine shop asked for my advice this week, I said, “Oh, that’s simple.” because I solved that problem in my box seven years ago. When a cafe owner asked if she needed a website, I said, “Just a two-pager. But you could REALLY use a subscription model.” And then I told her how to make a great living in the food industry without crazy overhead. And she baked muffins for my kids. I got the idea from other gyms. When a local screen printer asked how to “get his name out there”, I suggested he focus on his current clients a bit more instead of worrying about attracting new clients. This is why I opened the Workshop in Sault Ste. Marie: because entrepreneurship can save my sinking city. But I believe it can save the world. And you, my friend, can do a lot to help YOUR city. Bonus: entrepreneurs make IDEAL clients for CrossFit gyms. You’ll hear more about the implementation of this idea in the next few weeks and months. But here’s a special bonus: while I still had three of the mentors at the Workshop, I dropped a microphone in our midst and put them all on a Hot Seat. I fired questions at them: “How would you get more clients for a hairdresser?” “If you owned a gym and had to make $5000 in ten days, how would you do it?” I gave them each a beer, hit “RECORD”, and let it flow. I’ll publish that episode on our podcast today. We’re calling it the Mentor Hot Seat, and I’ll do one every time I gather with this crew of growing TwoBrian Mentors. Enjoy. I sure did.

Food For Thought Friday: 100617

Sat, 07 Oct 2017 00:00:00 -0400

Episode 90: Your Next Client

Mon, 02 Oct 2017 00:00:00 -0400

Last week, I published one of the longest blog posts I ever have. But I actually cut over half of it before hitting 'publish', because I didn't want it to be a rant.

You've heard me talk about recruiting quality clients (instead of trying to attract a large quantity of clients) before. In this episode, I'll talk about identifying your BEST clients, and how to move them closer to "conversion"--signing up for your service.

This episode won't be another tome on Facebook marketing, because I don't think "funnels" are the best way to build the best business in the service industry. Funnels are great for selling online courses, books and monthly makeup subscriptions; they're NOT great for finding great clients or saving you time.

In this episode:

The three Audiences

"Warm" leads and "cold" leads

The difference between "sales" and "marketing"

Why the best clients don't come from funnels

How to identify your best clients

Where your NEXT best clients are hiding

How to write a "love letter"

Food For Thought Friday: September 29, 2017

Fri, 29 Sep 2017 00:00:00 -0400

Who is building on your platform?

Episode 89: It's Simple, with Dave Tate

Mon, 25 Sep 2017 00:00:00 -0400

This episode is a recording of Dave Tate's speech at the 2017 TwoBrain Summit.

Dave is the owner of EliteFTS.com, the premier source of powerlifting equipment.

Dave has been an inspiration to me since his first articles on T-Nation (the Periodization Bible Parts 1 and 2) almost a decade ago. His early stories were about training at Westside with Louie, but since then he's written extensively about his own experiences in business; learning disabilities; training; and even helping writers.

Dave is excellent at identifying the work that NEEDS to be done, and doing it, instead of being busy for the sake of being busy. He's also a very down-to-earth guy; despite being famous in the fitness world, he always makes time to respond to emails (and even answer his phone when people call his private number.)

In this recording from the 2017 TwoBrain Summit, Tate tells us all how SIMPLE success actually is.

Dave is plain-spoken but very intelligent. This recording contains a LOT of f-bombs, and an exponentially higher amount of actionable knowledge. Enjoy.

Dave's Strong(er) Business Summit is October 21 in Columbus, Ohio. Register here.

Our 2017 TwoBrain UK Summit at Reebok CrossFit Thames is filling up! Register here.

Food For Thought Friday: September 22, 2017

Sat, 23 Sep 2017 00:00:00 -0400

Are you doing the RIGHT hard thing?

Episode 88: Buy This, Be Happy

Mon, 18 Sep 2017 00:00:00 -0400

#ridebikesbehappy

I’ve known Jan Roubal for probably 20 years. He's a personal friend who owns Vélorution, a bike store in Sault Ste. Marie, ON.

What does a bike store have to do with owning a gym?

As CrossFit gym owners, we are in the fitness industry. We own a service business, not a product business. We already KNOW that building a community is critical for our success. We also know: that's not easy.

In the product sales business, that's even harder. Some would say it's impossible to build a community around a product when there are dozens of competing products in town. If a new cyclist can't tell the difference between a Cannondale and a Trek, won't they always make their decision based on price?

Not if you're buying a bike from Velorution.

You buy a bike from Jan because it makes you happy.

His customers routinely show up to ride with him and help new cyclists. They tag him in pictures--#ridebikesbehappy--every weekend, wherever they are.

I would never consider buying a bike somewhere else locally other than Jan’s shop and it’s all because of the atmosphere he has built around Velorution. Jan’s personality comes through in this interview--the first one recorded at the new TwoBrain Workshop. Jan strolled in wearing cycling shoes and jeans, and carrying two cans of his favorite beer. But this chill persona isn't innate: it's the person Jan has learned to be in order to become a better leader and business owner. And we can learn it too.

Food for Thought Friday: September 15, 2017

Fri, 15 Sep 2017 00:00:00 -0400

Who Will Lead Them? With Josh Price

Episode 87: Justin Bergh, GM of The CrossFit Games

Mon, 11 Sep 2017 00:00:00 -0400

Justin Bergh is the General Manager of The CrossFit Games. He is the man behind the curtain and he really makes the Games go--everything from making sure the athletes start their heats on time to making sure the events flow well. He is the guy that puts it all together. In this episode, we are going to talk about what it takes to guide massive team of volunteers; what it takes to keep everyone following the rules; and how the CBS and Madison deals came about. More importantly, I want you to know the human element of HQ. These are some of the friendliest, happiest people on earth and they are here to serve you.

Justin has a background in sports. He graduated from a sports management program and worked with the Jacksonville Jaguars and also at a sports technology company. Additionally he has worked with the PGA tour and also many other events. He found CrossFit in 2006 before there even was such a thing as the CrossFit Games. In 2008, as the world economy was falling apart, Justin took the risk of jumping from his day job and opening a CrossFit gym. Justin knew that he wanted to be a part of making people healthier through meaningful work.

After opening the gym, he went to the CrossFit affiliate gathering and approached Greg Glassman about helping him with technological aspects of CrossFit. He was offered an internship chance on the CrossFit seminar staff which eventually turned into a full time position with CrossFit.

As part of the early years of The CrossFit Games, Justin experienced many challenges while the groundwork for what The Games would eventually become was being laid. One of the most challenging aspect of The Games is that many events are unknown until just before the workouts are about to begin. This challenges the staff to keep the information secret and control equipment throughout the venue at the same time.

For the first few years as the competition and the caliber of athletes was growing, they started touring a list of cities to host the annual CrossFit games. After looking at Madison and the Alliant Energy Center campus, the lightbulb went off and they really like what they saw. Madison was a place where the foundation of CrossFit could be built going forward.

First and foremost the goal of the CrossFit Games is to crown the fittest woman and man on earth. The second is to create a great community event and tell great stories through media. With these goals in mind, CrossFit feels like they have a great partner in Madison to provide more entertainment, education, and fun to the CrossFit games.

Justin could not manage the CrossFit games every year without the help of over 800 volunteers. The volunteers are extremely motivated to help the sport succeed and very experienced which makes running the event much easier. This is not to say the team has not made mistakes. Most of the mistakes made by Justin and his team are from being too ambitious or attempting to be too precise. Ultimately the meaningful work is what makes the CrossFit Games successful and keeps Justin coming back for more every year.

Timeline:

0:55 – Justin Bergh Introduction

2:48 – Justin Bergh Story

13:41 – Justin on how he made inroads into CrossFit

18:26 – How did the Home Depot Center get selected?

21:20 – What prompted the move to Madison?

28:58 – What is planned for next year for the CrossFit Games setup?

36:12 – The type of leadership required to run the CrossFit Games

43:02 – How many people come back every year to volunteer

43:56 – How is conflict resolved amongst so many highly motivated people?

48:06 – What is to come with CrossFit Games of the future?

Food For Thought Friday: September 8, 2017

Fri, 08 Sep 2017 00:00:00 -0400

Episode 86: Be The Match, with Kate Foster and Taylor Kemp

Mon, 04 Sep 2017 00:00:00 -0400

Episode 86 – Kate Foster & Taylor Kemp This episode is brought to you by Anvil Coffee Co. Today we are very lucky to be joined by Kate Foster former poster child for CrossFit for Hope. Her journey through two bone marrow transplants is well-documented in CrossFit Journal. I was there at St. Jude in 2013, and I share a small snapshot of that meeting in this podcast intro. Kate just graduated high school a few months ago and is going to be attending the University of North Carolina this fall. She will be studying biology and economics and would eventually like to become a doctor. She has a heart for medicine and is looking forward to helping others just like she has been helped before. One of the big causes that Kate supports is bone marrow transplants. Being that she has had two bone marrow transplants, she knows how important it is to have a matching donor. Taylor Kemp was Kate’s bone marrow donor. She was a student at the time at University of Georgia and she happened to be attending an event for bone marrow donations. Six months later, she got a call telling her that she was a potential match for a girl with leukemia. After a few extra tests, she was confirmed as a match for Kate!

Food for Thought Friday: September 1, 2017

Fri, 01 Sep 2017 00:00:00 -0400

What if we had 1000 mentors helping 1000 small businesses each?

Episode 85: The Best Workouts for Entrepreneurs

Mon, 28 Aug 2017 00:00:00 -0400

I love entrepreneurs.

Fitness led me to entrepreneurship. Now it's time to help other entrepreneurs find fitness.

Why do business owners *really* need fitness? Sure, like the rest of us, they might need to lose a few pounds. And everyone knows that exercise relieves stress and improves focus.

But entrepreneurship requires more than resilience and focus: it requires a fit BRAIN.

One of my companies is IgniteGym. Our mission is to build cognitive fitness. These are the 10 elements of cognitive fitness:

Memory
Attention
Motor Control
Sensory Processing and Perception
Organization, Planning and Logic

Language
Social, Emotional functioning
Computation, calculation

Motivation
Creativity, imagination

ALL of these are critical for entrepreneurs. And they're all enhanced by exercise. In fact, I'd argue they're the REAL purpose of exercise for business owners.

But what KIND of exercise?

In this episode, I discuss each of the 10 cognitive domains, and how to build them with different types of exercise. I share my personal regimen, and how I get business owners at the Two-Brain Workshop to build workouts into their day.

Know a business owner? Share this episode with them.

The first step is BDNF: Brain-Derived Neurotrophic Factor. This is what John Ratey called "Miracle-Gro for the brain" in his book, "Spark: The Revolutionary New Science of Exercise and the Brain".

What triggers BDNF? Aerobic exercise.

In this episode, I talk about the necessity of developing BRAINpower for business owners. Then I tell you specifically WHAT to do; how I would build a perfect brain-training week for a business owner; and what I do every week to make me more effective at growing my businesses.

If you're a gym owner, there are tips in this episode to help other entrepreneurs (and, let's face it: yourself.) If you own another business, this episode will tell you what to do; how long to do it; and where to find a coach (because you'll need one.)

I refer to my podcast episodes with Ari Meisel of GetLeverage and Nelson Dellis, four-time US Memory Champion.

I mention IgniteGym.com and Zecutive.com too. You'll find some sample workouts and challenges on the latter site.

Episode 84: Q+A With Coop

Mon, 21 Aug 2017 00:00:00 -0400

I get a LOT of questions.

Sometimes it's from people who read my books. Sometimes it's people who watch our videos on YouTube or Instagram. Sometimes it's people who get an email from me--almost daily, lately.

Sometimes it's from people listening to this podcast. If that's you, thank you. Sometimes it's even people who hear an idea on another podcast, or another website, or even the CrossFit Journal, trace it to the source, and find me that way. To those people, my deepest thanks for the extra work.

I've said before that some of my OLDER content is outdated. There are parts of Two-Brain Business that weren't there in 2012, and there were parts in the original that are no longer in the new edition. New books are coming. And every few months, I'm tempted to pull Two-Brain Business--the bestselling fitness business book of all time--from the shelves, because things change.

Instead, I record this "Ask Coop" episode every year or so as an update.

The first question is one from a listener who pegged me on something I said a few months ago: that I see a polarization happening in the microgym community.

The second one is from a reader who pegged me even HARDER on the subject of seminars and online courses and mentorship.

I'm brutally honest in both questions, even though they might get me into trouble.

With those out of the way, I get into the BIG stuff:

Where should affiliates concentrate their marketing?
How do you create SO MUCH content?
Why do you shoot your videos in that other building? WHere's your gym?
How do I work with sports teams?
I have a big idea--how do I promote it to the CF Community?
Do you display your workouts on your site?
Why does your site have so many membership options?
How do I know when to hire a GM?
How Do You choose Mentors for TwoBrain?

I get enough emails that I could literally do a Q+A on EVERY episode. But I like to connect you with big thinkers and big ideas instead of repeating myself all the time.

Got a question? Email chris@twobrainbusiness.com.

Need help? Visit www.twobrainbusiness.com/help, and watch FREE videos that will answer your biggest questions!

Food For Thought Friday: August 18, 2017

Fri, 18 Aug 2017 00:00:00 -0400

Guest host Amanda Hendren asks, "Are You Giving Too Many F*cks?"

Episode 83: 3 Tactics to Self-Motivation

Mon, 14 Aug 2017 00:00:00 -0400

Episode 83 – 3 Tactics To Self Motivation for Owners
No matter how noble our mission, we ALL struggle with motivation.

After a great weekend like I just had, it's tough to kick the sand out of my shoes (and between my ears) and get back to work at 4am. Even after 22 years as a coach and 12 as an owner, I still need to practice mindset techniques. In this episode, Craig is going to share three that have been extremely helpful.

Craig Hysell is a close friend, a firefighter, the founder of Conviction Training Facility (CrossFit Hilton Head) and the co-host of Conviction Strong Radio.

Craig is a mindset guy. I guess we're all "mindset guys"--but Craig WORKS on it. While most of us are the victims of our brains, Craig works hard to take control over his emotions, thoughts and feelings. His gym is built on a different hierarchy than most of ours:

Mindset

Nutrition

Mobility and Recovery

Strength

Conditioning

Best Self.

When I say Craig is one of my favorite gym owners in the world, I'm not exaggerating. He's been through everything with his gym, and his mindset pulls him through it all. He's a leader in the TwoBrain group because of his philosophy instead of his profit margin.

"Opportunity breeds motivation, success feeds motivation."

Craig talks about 3 tactics to consistent self-motivation.

"Consistency is the key to progress; progress is the key to happiness."

"When you chose to become a leader as a coach or business owner, you forfeited your right to be a victim. You're in charge now."

Three great quotes out of dozens packed in this podcast

This is a short episode, but VERY powerful.

Craig's message was part of the 2017 TwoBrain Summit in Chicago. We're only doing one more this year: the 2017 UK Summit at Reebok CrossFit Thames in London, England. You need to be there.

Food For Thought Friday: August 11, 2017

Fri, 11 Aug 2017 00:00:00 -0400

Episode 82: Boot Camps

Mon, 07 Aug 2017 00:00:00 -0400

Episode 82 – Boot Camps

In the CrossFit world, Boot Camps can often have a bad name. However, today we are here to discuss how these can supplement your CrossFit gym and provide a non-threatening environment for new members to get their first start in the CrossFit world. Learn about how to setup a Boot Camp, what to price it at and much more!

Ryan Webber from CrossFit Eternal and Sherman Merricks from CrossFit Dynasty join me to discuss this topic on the show today.

Meet the nutrition needs of your gym with Healthy Steps Nutrition!

Join us for the Two-Brain UK Summit on November 11th and 12th at CrossFit Thames in London! Register here to reserve your spot.

In this Interview:

Is Boot Camp just CrossFit Lite?
What is the true difference between a Boot Camp and a full on CrossFit Program
The secret to using Facebook ads effectively to drive sales for your Boot Camp

Plus:

How to make sure CrossFit coaches are on board with a Boot Camp Program.
How to pick the right name and differentiate a Boot Camp from true CrossFit
How many sales can a Boot Camp generate?

Today’s Guests:

Ryan Webber is originally from Maine but now resides in Charlotte, NC where he runs and owns CrossFit Eternal. He began CrossFit after playing football in college and fell in love with the competitive nature of the sport. He founded CrossFit Eternal in 2010 out of his garage and has since grown it into a world class CrossFit gym.

Sherman is the founder and owner of both Dynamic CrossFit, in Gainsville, Florida, and Notable Guidance. He discovered his passion for sports growing up in Florida and excelled at basketball through high school and college. After graduating and feeling a huge competitive void, he realized CrossFit could fit the bill and he has never looked back. He has a passion for helping others be their best by improving their fitness and now their life. Sherman’s main focus is to help people reach their goals and still have fun doing it.

Timeline:

2:11 – Bootcamp Introduction

4:30 – Is CrossFit the end all be all? Thinking about offering something different.

6:16 – Is Boot Camp just CrossFit Light?

8:19 – What is in a name? Differentiating a Boot Camp from CrossFit

9:14 – Can you transfer clients from Boot Camp into a full on CrossFit program

11:06 – The difference between CrossFit and Boot Camp programming

16:54 – Finding the right coach for Boot Camp and how they differ from a CrossFit coach.

20:44 – Offering Boot Camps as recurring classes instead of a one off challenge.

24:03 – How often and what schedule should a Boot Camp like class be run.

27:10 – What should a Boot Camp type program be priced at?

31:41 – How many sales can you expect within a Boot Camp program?

38:36 – What it takes on the backend in order to drive sales

41:53 – The secret to using Facebook ads effectively to drive sales for your Boot Camp

44:42 – The specific phrasing your Facebook ads need to have to be effective

46:01 – How to make sure your CrossFit coaches believe in the Boot Camp program as well

48:17 – How do you deal with weather issues when running a Boot Camp outside?

51:55 – Allowing members to perform an express version of CrossFit

Episode 81: Partnerships

Mon, 31 Jul 2017 00:00:00 -0400

This episode is brought to you by the 2017 TwoBrain UK Summit, November 11-12 at Thames CrossFit in London, England. Register here!

Episode 81 – Partnerships

Do you REALLY need a partner?

I would describe CrossFit as an owner/operator model. But many of us need a little extra push or need money at start up; or a security blanket; or just a kick in the butt. So we take a partner.

Today we talk about how to start a partnership; when you actually need a partner; and how to get out of a partnership gone bad. Take good notes as this episode could save your sanity and your partnership!

Be sure to download the Two-Brain Business Sample Shareholder’s Agreement. This will help your partnership get off to the right start!

Meet the needs of your growing membership base, outfit a new facility, or refresh existing inventory with Rigquipment!

In this Interview:

My partnership experiences and lessons learned
What are the first steps to starting a partnership?
How to get out of a bad partnership?

Plus:

What role does the operating partner have within the partnership
Why you should use a thirds party to adjudicate the breakup of a partnership
How to define profit within your business and partnership agreement?

Timeline:

2:54 – Partnerships Introduction

3:37 – Chris Cooper’s partnership story and how he started his first gym

9:33 – First step to starting a partnership: Defining the roles and tasks of each partner

10:29 – Second step to starting a partnership: Assign a value to each item a partner brings

11:55 – Third step to starting a partnership: Defining what a perfect day for each partner is

13:11 – Fourth step to starting a partnership: Discuss how each partner is to be paid

13:42 – What is profit?

16:35 – Final step to starting a partnership: Defining how a partner exits the agreement

18:03 – Mapping out how decisions are made in a partnership in a fair manner

19:34 – Having a plan for everything that happens in advance

21:12 – Agreeing on pricing when engaged in a partnership

23:28 – Creating a feedback and accountability loop within your partnership

29:29 – The role of the operating partner within a partnership agreement

31:05 – Let’s say it’s time to get out. How to exit a partnership agreement.

34:57 – What to do when you have less money than your partner

37:42 – What to do when you have more money than your partner

41:23 – How to end a partnership when no agreement is in place

44:12 – Signing a separation agreement when ending a partnership

45:18 – Using a third party to adjudicate the breakup of a company

48:35 – Two-Brain UK Summit Announcement

Food for Thought Friday: July 28, 2017

Fri, 28 Jul 2017 00:00:00 -0400

What can you CUT?

Episode 80: How To Find and Hire New Staff

Mon, 24 Jul 2017 00:00:00 -0400

This episode is brought to you by the 2017 TwoBrain UK Summit, November 11-12 at Thames CrossFit in London, England. Register here!

Today we are talking about hiring staff. We are joined by two special guests: Two-Brain Mentor Danielle Brown, and Jay Augusta of BarbellJobs.com.

Hiring staff can be one of the most stressful and time consuming processes when it comes to running your gym. Danielle and Jay break down simple steps you can take to make this a painless process and get the right talent fast!

First, Danielle will first talk about the different places you'll find the BEST staff: from stage 1 (build your own coaches from within your gym community) to stage 4 (post an ad.) That's where Jay's service, BarbellJobs.com, steps in.

Jay talk about his new website which is helping gym owners hire coaches and personal trainers online.

This episode is brought to you by Affiliate Guard. Affiliate Guard provides elite insurance coverage for affiliates. Visit their website at affiliateguard.info for more information!

In this Interview:

Should you be hiring from within your gym or outside sources?
What important traits should a potential coach or personal trainer have?
What are some examples of bad hiring experiences?
Plus:

What mistakes do people make when hiring coaches and personal trainers?
What should the interview process look like when finding a candidate?
How to screen online candidates effectively

About Danielle:
Dani grew up in a suburb just south of Boston, Massachusetts. As a kid she was always thinking big, as she contemplated growing up to become an anesthesiologist, an actor, or a marine biologist— but never a business owner, and certainly not a business owner in the fitness industry.

Nonetheless, Dani had an unquenchable thirst for self-help and self-development, and by the age of eighteen she had accumulated about 100 books on those subjects.

Fast forward to September of 2011 where Dani and her now-husband, Jason Brown, opened their gym CrossFit 781. Dani dove into learning anything and everything about business that she could, and found that she enjoyed it very much. A new passion was born. Her husband Jason brought 15 years of experience in strength and condition and practical application of training clients. It was truly a perfect complement.

Today Dani puts all she knows about self-improvement, self-development, and the law of attraction to use every day in her business and while mentoring clients. She truly believes that there are only boundaries where one places them on themselves; that with education comes confidence, and with confidence comes belief in oneself.

About Jay:

Jeremy (Jay) Augusta is the owner of Barton County Strength Club. Like me, Jay runs a multifaceted entrepreneurial vision: he has a coffee company, BarbellJobs.com, and even ran an insurance company for MMA gyms for awhile.

One of Jay's greatest innovations within BCSC was The Joy Prom, a full-on prom night for the local special needs community. You have to love the guy's heart; but his BRAIN is on full display in this episode, and his skill for identifying and solving problems is exceptional.

Timeline:

2:37 – Should you be hiring from within or are there other options?

3:38 – What traits do internal candidates exemplify for hiring from within

5:10 – The Advanced Theory Course and learning about what it’s like to be a trainer

6:08 – What if nobody in your gym meets the requirements you are looking for?

8:03 – Reaching out to other local gyms for help with coaches and personal trainers

9:50 – What happens if no internal or local gyms have any candidates?

12:36 – Looking online for coaching and personal training sites

14:19 – What is the worst hiring experience Danny has ever had? <

Food for Thought Friday: July 21, 2017

Fri, 21 Jul 2017 00:00:00 -0400

Who are you hiring? Is it yourself?

Episode 79: How To Get Unstuck

Tue, 18 Jul 2017 00:00:00 -0400

You have a LOT of opportunities.You probably also have a lot of hard things that you NEED to do. And FOMO. And overwhelm. And maybe a family that would love to see your face in the daylight hours…How do you take action on everything, or prioritize? Which thing do you do first? How do you overcome fear of possible outcomes and knock over the first domino?In this short episode, I’ll tell you how.This episode is brought to you by the 2017 TwoBrain UK Summit, November 11-12 at Thames CrossFit in London, England. Register here!If you’re a gym owner and haven’t read Two-Brain Business, you can get a copy here. My original blog, which started in 2009, was DontBuyAds.com (it hasn’t been updated in YEARS.)A few resources to get you started:Action! – my podcast episode from last monthSeth Godin’s blogWhatcha Gonna Do with That Duck? by SethThe ShipIt Journal (or I use 750words.com. Two-Brain family members use the 2017 CEO Book)The TwoBrain Incubator is here.The Dan Martell episode is here.Find Gino Wickman’s books (Traction and Get a Grip) here.UpCoach will soon be available to everyone, not just TwoBrain Business clients.Get free help from our series of videos here: WWW.TWOBRAINBUSINESS.COM/HELPNext week’s guest will be Jeremy Augusta of BarbellJobs.com!

Food for Thought Friday: July 14, 2017

Fri, 14 Jul 2017 00:00:00 -0400

What are the benefits of capping membership?

Episode 78: Building Cash Flow Assets with Jeff Smith

Mon, 10 Jul 2017 00:00:00 -0400

Jeff Smith of Cannon CrossFit in Texas joins us on the show today. Before becoming involved with CrossFit, he was buying up buildings and holding them to develop cash flow assets. This is a super important episode as we discuss the keys to developing and growing your investments to include an array of options. Take notes and be sure to reach out to Jeff with any questions you may have!

Jeff and I both highly recommend Rich Dad, Poor Dad by Robert Kiyosaki.

In this Interview:

What is a cash flow asset?
The three ways that real estate investing makes you money
The benefiting of getting started with an SBA loan

Plus:

Understanding how cheap it is to own your own building - this is the calculator tool I use (make sure you choose "blended" under "payment types" to determine the real monthly payment).
Why you should buy and hold instead of buy and sell
Are mutual funds the best investment choice for my portfolio?

About Jeff:

Jeff grew up in Illinois playing just about every sport possible. Following his collegiate football career he enlisted in the U.S. Army where he served as part of the 75th Ranger Regiment.

Jeff was introduced to CrossFit by some of his buddies who were still in the military. It was an immediate fit for Jeff’s competitive drive and the community aspect allowed him to make numerous new friends following his move to Houston. When Jeff is not involved at his gym, he enjoys teaching and mentoring others for how to develop cash flow assets.

Timeline:

1:31 – Jeff Smith Introduction

4:41 – What is a cash flow asset?

7:34 – The three ways that real estate investing makes you money

9:08 – What is the first step to buy your first building?

11:48 – The benefit of starting with an SBA (Small Business Association) Loan

13:30 – Understanding how cheap it is to own your building rather than rent.
15:52 – The ability to sublease your building and create extra cash flow

17:22 – Splitting your business into two separate assets

19:39 – Why are we recommending to buy and hold instead of buy and sell

22:05 – What percentage of a portfolio should be in cash flow assets

23:40 – Why mutual funds may not be the best investment choice

28:19 – Jeff’s experience investing in residential and commercial real estate

31:40 – Deciding between investing in residential versus commercial real estate

33:21 – Where to find a real estate investment group

35:00 – Investing in a franchise. Is it worth it?

38:05 – Investing in others with peer to peer investing

40:00 – Investing in the stock market via index funds

42:05 – Is it possible to turn your business into a passive income business

43:27 – At what stage does your time become too valuable to coach a class





Contact Jeff:

Jeff@cannoncrossfit.com

http://www.cannoncrossfit.com/

Episode 77: Get Leverage, with Ari Meisel

Mon, 03 Jul 2017 00:00:00 -0400

Is the old model of "hiring a full-time admin person"--or even hiring a GM for your gym--obsolete?

If you've hired a GM before, you've probably broken out their task list in advance; then calculated the time necessary to do the work; then evaluated their ability to execute. Right?

(If you haven't done this for all of your staff, including coaches, you need the Incubator.)

And you've probably read The Four-Hour Workweek, where author Tim Ferriss uses Virtual Assistants (VAs) to help him reduce his workload and automate replicable tasks. When I read it, the idea of using VAs to help in the service industry seemed like a pipe dream. After all, we're not fulfilling orders: we're greeting people at the door, calling them on Fridays, and writing them love notes.

The VA business has changed a LOT since Ferriss' book. Virtual Assistants are everywhere, but the spectrum of help is broad--from highly-qualified freelancers to low-paid ESL speakers.

Ari Meisel's company, GetLeverage.com, sits between highly-qualified VAs and your business. GetLeverage.com believes in two steps BEFORE hiring a VA:

Optimizing your processes

Automating your processes

THEN hiring a VA, where possible.

In this Interview:

How Ari battled Crohn’s disease and came out on the other side
Optimizing the 80/20 rule to get the best results possible
An example of how Get Leverage can take on a process and outsource it

Plus:

Prioritizing which ideas you want to take on in your business and personal life
What is most important when consider which tasks to outsource
The top ways that a virtual assistant can help a CrossFit Gym

About Ari:

Ari started his career back in 2006 in the real estate industry. After being diagnosed with Crohn’s disease: A highly debilitating digestive ailment, Ari was unable to lead a normal life. He lost weight, energy and the ability to work with any regularity. Through large amounts of trial and error, Ari was able to regain control of his life and beat this seemingly unbeatable disease and is now symptom free.

Ari now runs a virtual assistant company called Get Leverage. Less doing and more living are the results of Ari’s amazing journey back to health happiness and wellbeing. Ari currently lives in New York City, where he spends every ounce of free time with his wife and four kids.

Ari has written several books, including Idea to Execution and Less Doing, More Living.

Timeline:

0:58 – Ari Meisel Introduction

4:55 – What is an example of the type of work Get Leverage will do?

6:05 – Optimizing the 80/20 rule to get the best results

7:59 – Optimizing your time by creating processes

9:45 – An example of a weekly process and how it is handled at Ari’s company

11:19 - Optimizing processes outside of work within your personal life

14:01 – The manual of being you. Creating and documenting your steps

16:31 – Prioritizing which ideas you want to work on in your business and personal life

18:05 – What is most important to outsource to a virtual assistant?

21:44 – At what stage should you outsource your primary service?

25:25 – What are the concerns most people have with using virtual assistants?

26:58 – What are the top areas that virtual assistants can help CrossFit Gyms

29:07 – How much autonomy over money and time should we give to a virtual assistant?

31:21 – Why Get Leverage uses Slack instead of traditional email

33:00 – Thoughts on the freelance lifestyle and Ari’s service

Contact Ari:

https://getleverage.com/

https://twitter.com/arimeisel?lang=en

https://www.fa

Food For Thought Friday: June 30, 2017

Sat, 01 Jul 2017 00:00:00 -0400

TwoBrain Radio Replay: Bob Burg of "The Go-Giver"

Mon, 26 Jun 2017 00:00:00 -0400

This is an important replay of an episode from August, 2016. I think everyone should listen to this episode every YEAR, and read Bob's book ("The Go-Giver") every year too. "The Go-Giver" is a career-changing book for many professionals. In this episode, co-author Bob Burg talks about value, influence and changing the way you look at business. Bob starts with an overview of the 5 Laws of Stratospheric Success: Value, Compensation, Influence, Authenticity and Receptivity. Then Bob talks about INTRINSIC VALUE: the value that's built into your experience. These can also be broken into five parts: excellence, consistency, attention, empathy and appreciation. This is what you're giving people. Notice that Burg lists "consistency" as part of excellence. He also emphasizes individual attention (even in a group setting) and appreciation - which doesn't mean "discounts". Bob says "The key to receptivity is staying open to "Probably the biggest upside-down misperception about selling is that it's about taking. And it's not! Selling is all about giving." He continues: "Selling is simply discovering what the other person needs, wants or desires and helping them to get it." Bob has never heard our "No-Sweat Intro" or "Bright Spots" interview questions, but he virtually walks through the entire conversation verbatim. Start with a conversation. Ask questions. Make a recommendation as a coach--not as a salesman. This is why offering a "free CrossFit trial" Bob mentions "How To Win Friends and Influence People" by Dale Carnegie, which I give to every prospective coach at Catalyst. "Ultimately, people do things for their reasons, not our reasons" - Dale Carnegie Here are 3 things Bob learned from Carnegie: Everyone seeks happiness Happiness is relative Resources are limited. How does a "Go-Giver" say NO to clients who are bad fits or opportunities that will squander their limited time and attention? Bob gives us tactful ways to do so. "I'm not a big believer in being a martyr." A quick overview of The Go-Giver: You can go to Bob’s website www.TheGoGiver.com and immediately download Chapter One from his international bestseller The Go-Giver and access lots of value-added resources such as the special report, The Go-Giver Way: Five Principles for Creating a Culture of Excellence. Buy The Go-Giver series here: tgg-bundle-low-res Music in this episode by The Blessed Cassettes. Recorded on August 11, 2016. Two-Brain Business is now available on Audible.com!

Food for Thought Friday: June 23, 2017

Fri, 23 Jun 2017 00:00:00 -0400

What are they willing to give up?

Episode 76: ACTION!

Mon, 19 Jun 2017 00:00:00 -0400

You probably have a great idea. I've never met an entrepreneur who didn't have at least one.

You might even know the steps to get there.

So why aren't you doing it?

If you're a fan of this podcast, you probably own a business.

You probably have an idea to make your business better.

You might not know the first steps. Or (more likely) you're probably chasing TEN ideas and finishing none.

This episode is dedicated to ACTION: doing the things that will make a difference. Knocking over the first domino. Shipping. Publishing.

When I started writing DontBuyAds in 2008, there was a severe lack of knowledge in the microgym community. We didn't know what to charge, or how to sell our services. I was guilty. So as I learned from my first mentors, I published everything on that blog (and then in Two-Brain Business, yada yada.) But in the new age of abundant information, there's a new problem: lack of filtering.

Believe it or not, you probably already know more than you need. The scope of opinion on how to run your business online is vast. Even when it's backed by comparison and data, the sheer volume can be paralyzing. I wrote, "Do You Know TOO Much?" last week, if you want to read more.

There are two parts to the "success" equation: knowledge, and action.

In my first four years spent mentoring other gym owners, I focused on knowledge: my seminars were crazy-long lectures; I sold courses online of my talking head. I no longer do either, because both stopped working for people.

Gym owners would attend these 16-hour knowledge dumps, go home and--take zero action. Or they'd buy an online course, watch a few videos, get overwhelmed, and stop.

When I founded TwoBrainBusiness.com, I took the opportunity to build our programs around what WORKS: mentorship, accountability, AND knowledge. Anyone who compares the 2017 program with the model I used in 2012 (or even 2015) will immediately see a huge difference in the updated delivery...and the results.

Why are TwoBrain gyms so successful? They're coached to take action.

How can I produce this much content, and still have time to take 5-6 phone calls lasting an hour every day? How did I write two books (Help First and Two-Brain Business 2.0) in 70 days? How do I focus on shipping when I have over 80 emails, 40 text messages, and hundreds of Facebook notifications every single day?

This is my strategy for Action.

I share this with TwoBrain gym owners on our regular calls, and I'm sharing it with you now. I know this will probably further the divide between gyms doing very, very well and gyms who aren't going to make it. Gym owners who take action will pull even further ahead of gym owners who don't, and this episode will make that divide even broader. I'm okay with that. To save The Movement, I believe some of us need to push even farther, and then model success for everyone else. Are there millionaire gym owners out there? You'd better believe it. Do they own multiple locations and have thousands of clients? Not most of them. What IS the difference between you and them?

Action.

Enjoy the podcast, and when you're ready to take your OWN action, click here to kick off the Incubator.

Food for Thought Friday: 061617

Fri, 16 Jun 2017 00:00:00 -0400

Episode 75: Why You Can't Sell

Mon, 12 Jun 2017 00:00:00 -0400

You suck at selling your service. So does Chris Cooper.

In fact, he hates selling. So he doesn't.

In this episode, he'll talk about how you can to increase client numbers, revenue and profit without feeling like a salesperson.

Some people enjoy sales. Chris really doesn't. Here's how he's been incredibly successful at making sales without "selling" anything.

Food for Thought Friday: June 6, 2017

Fri, 09 Jun 2017 00:00:00 -0400

What are you avoiding?

Episode 74: Coaching Kids, with Gretchen Bredemeier

Mon, 05 Jun 2017 00:00:00 -0400

Today’s guest, Gretchen Bredemeier, is here to talk about coaching kids.

Most people have a lot to learn about motivating kids. Why do I say "motivating" kids instead of "training" kids? Because there are already a lot of programs out there on how to train kids; however, the kids must want to be there. The parents have to bring them, but if the kids don’t like the class, they won’t stay. Gretchen is an expert in this area.

Success is important for motivation—even more so with kids than adults. While Gretchen frequently asks kids to create their own games, she doesn’t let them run wild for the entire hour. On the other hand, she doesn’t burn herself out by trying to have full control over every second of a kids class.

In this episode, Gretchen talks about how they get more kids, keep more kids, price their programs and grow their programs.

Gretchen’s personality is also something you should note. If you can find someone like Gretchen to embrace "intrapreneurship" and grow a kids program under your umbrella, it can be a win for both of you. Be sure to take good notes and reach out to Gretchen with any questions you might have at the conclusion of the episode.

About Gretchen: Gretchen has been at Loco CrossFit for almost four years and coaching since 2015. In addition to coaching regular classes, she is the coordinator for the youth programs at Loco and hopes to expand into classes to include the elderly, as well as those in detention centers and shelters. She is an expert in body-weight movements and has a background in deaf education. She also works as an interpreter. Originally from Indiana, she currently lives in Leesburg, Virginia, with her husband, Brian.

Timeline:

0:57 – Gretchen Bredemeier introduction.

4:03 – What brought Gretchen to coaching kids and coaching CrossFit?

5:36 – Starting to coach kids at CrossFit Loco.

6:53 – What does a well-run kids program look like?

8:58 – Implementing an on-ramp for a kids program.

10:32 – What to charge for a kids program session.

10:52 – How exposing kids to a group environment can create a barrier.

11:53 – Recognizing kids who demonstrate leadership ability through a workout.

15:08 – Teaching kids that is OK to be emotional in front of peers.

16:52 – How does progression happen within the kids program?

18:31 – Dealing with parents who feel their kid needs to be at a higher level.

20:03 – The most convenient time slots for parents and kids.

22:25 – Letting kids be kids and eliminating too many rules.

26:20 – Getting kids to take nutrition seriously.

28:42 – What is an appropriate coach-to-athlete ratio in a kids class?

31:37 – Intrapreneurship and how much ownership Gretchen has of the CrossFit program at Loco.

34:54 – Where can current box owners find a person like Gretchen to help with kids?

36:18 – How to prepare for a kids class and psych yourself up.

39:19 – What authority does Gretchen have over financial decisions for the kids program?

41:26 – Can kid involvement within CrossFit bleed over and encourage parents to be involved?

42:12 – All about the Loco CrossFit sports program.

46:44 – How did the CrossFit Loco sports team program start and how big is it now?

51:34 – How to grow a sports team program at your gym.

53:04 – How to contact Gretchen.

Episode 73: Box Pilates with Sara Benson

Mon, 29 May 2017 00:00:00 -0400

For years, I've been surprised at how quickly CrossFit gyms have embraced yoga but ignored Pilates. Mobility is a virtue, true; but stability is a necessity. Mobility and stability are the yin and yang of every joint's function. Getting really, really bendy might put you in better positions...but won't help you hold weight there. Pilates can.

Yoga is great. But it's hard to introduce into a CrossFit gym, as hundreds have discovered. Doing yoga requires more than a soft mat on your black rubber flooring; it requires an environment that's very different from the "just get it done" setup of a typical box. At least in my own gyms, yoga and mobility programs are usually met with excitement when introduced, but fade to zero within two months.

But Pilates was built from the misfit mindset, like CrossFit. You don't have to embrace a 3,000-year-old culture or religion to do Pilates. And you can teach the basics very quickly.

Today’s guest is Sara Benson of BoxPilates.com and CrossFit Reanimated. She has been a Pilates instructor for years, but only when her husband Dan got a back injury did he start incorporating Pilates into his CrossFit routine. Now they are starting a course online to teach you how to incorporate Pilates into your own CrossFit gym, how to put together a specialty group, and how to incorporate Pilates into regular stability work.

Sarah will be presenting at the TwoBrain Summit on June 3-4, but if you can’t make it, reach out to her with any questions you may have!

In this Interview:

What it’s like to quit your corporate job and start a CrossFit gym
Comparing and contrasting CrossFit with Pilates
The importance of pelvic control and how Pilates can help with this issue

Plus:

Finding the right balance between Stability and Mobility
Integrating BoxPilates into your own gym
Gaining control and stability within the transverse abdominal region

About Sara:

Athletics, health and fitness have always been a major part of Sara’s life. Prior to becoming a CrossFit level one trainer, Sara pursued her passion for fitness and helping people improve strength and stability through Pilates. After injuring herself in 2008, discovering Pilates became a blessing and enabled her to return to her chosen sports and make drastic improvements in performance. It was soon after that she discovered CrossFit and the many similarities between the two that complemented each other.

It is now Sara’s passion to help people become more active and live healthier lifestyles. She teaches both CrossFit and Pilates and is helping other gyms integrate Pilates into their workout routines and programs.

Timeline:

2:45 – Box Pilates Introduction

6:09 – Sarah Benson’s story and how she got her start with Pilates and CrossFit

9:10 – Opening CrossFit reanimated along with a Pilates studio

10:29 – Quitting a corporate job to start a CrossFit gym

11:07 – The difference between mat Pilates and Pilates with equipment

12:49 – What is the difference between Yoga and Pilates?

15:01 – Joseph Pilates and the founding of Pilates

18:24 – Working through full range of motion with CrossFit and Pilates

19:49 – Comparing and contrasting CrossFit and Pilates

22:16 – How does on ramp work for an integrated gym that includes CrossFit and Pilates

25:11 – Stability versus Mobility

27:16 – Lack of stability and how to address it

30:33 – Gaining control and stability within the transverse abdominal region

34:45 – What is the point of improving stability and posture?

36:40 – The importance of pelvic control and how Pilates can help

38:04 – Success stories from Pilates

44:43 – What are the biggest challenges that clients face within the gym

47:10 – How can you start us

Food for Thought Friday: May 26, 2017

Fri, 26 May 2017 00:00:00 -0400

Episode 72: Thinking Outside The Box

Mon, 22 May 2017 00:00:00 -0400

It is very easy to open a CrossFit gym, but it’s hard to keep one running. CrossFit gym owners must learn fast and develop their skills in areas like Facebook marketing and email lists. But what's MORE important is developing in-person relationships with the people around you, including other businesses with overlapping target markets.

Many entrepreneurs don't possess the skills or mindset to develop a solid cross-referral program. But Tammy and Kaleda do, and in this episode they'll share how to approach other businesses, how to use the "help first" mindset to start a referral program, and even how to mentor others to be more successful.

Tammy and Kaleda are provide many actionable steps you can take starting today. I also hope that you realize how much you know and how great of a position you are in to help those in your community do better. Entrepreneurship is the lynchpin of our economy and it is necessary to save not only my local economy but yours too!

The 2017 Two Brian Summit is coming this June 3rd and 4th. Be sure to register here for this event!

In this Interview:

What does forming partnerships with a local business look like?
How to form a business group within your CrossFit gym
What knowledge are other businesses missing out on?

Plus:

The "help first"principle and how to implement it
Being rewarded for helping other businesses in your community
Going out of the way to help a competitor

About Kaleda:

Kaleda is from Palmerston, Ontario where she grew up on her family’s farm. She has been training using the CrossFit method since 2012 and before that was an avid hockey and soccer player. After realizing there was nowhere to work out within in her town, she started Degree CrossFit Seaforth. She began by working out of her own garage but now she owns her own affiliate and is a successful box owner!

About Tammy:

Tammy is an experienced coach having trained others in spinning, kickboxing, metabolic conditioning, boot camps, and yoga. After participating in her first WOD she was instantly hooked to CrossFit. She now own CrossFit TPA near Pittsburgh, Pennsylvania. She is focused on helping her clients get healthier and obtain the results that they desire!

Timeline:

2:49 – Thinking Outside the Box introduction

6:17 – Kaleda’s story and how she got her start with CrossFit

8:53 – Tammy’s story and how she got hers tart with CrossFit

13:06 – What does forming partnerships with local businesses look like? - Kaleda

14:30 – Starting a conversation with a local business and forming partnerships - Kaleda

16:32 – Forming a business group within your CrossFit gym - Tammy

21:21 – What are the lessons you have learned that you can teach other business owners - Kaleda

25:00 – What knowledge is passed on most often to other business owners - Tammy

30:47 – How often do tech related problems come up when helping other businesses - Kaleda

32:53 – Why videos are more impactful than a regular post on social media -Tammy

36:31 – Revitalizing old machines by creating posts on Facebook

37:13 – How has implementing the help first principle come back to you -Kaleda

39:18 – Are other businesses providing active referrals for helping them first? - Kaleda

40:42 – What rewards have you seen from partnering with other businesses? -Tammy

44:46 – Taking time to help another gym owner within your community - Kaleda

47:02 – Going out of your way to help someone open a nearby CrossFit gym -Tammy

Food for Thought Friday: May 19, 2017

Fri, 19 May 2017 00:00:00 -0400

What does "professional" mean?

Episode 71: REMOTE CONTROL: Running Your Gym from 5 States Away, with Brian Lelli

Mon, 15 May 2017 00:00:00 -0400

It's 8am in Rochester, NY. Brian Lelli sits and waits for the moving van to arrive at his house.

On Thursday, Brian said goodbye to his CrossFit community. He's moving his young family to Florida and leaving his gym in the capable hands of his GM.

I talk a LOT on this podcast about the ability to walk away from your business for days, weeks or months. Maybe you just need a few hours each day to work ON the business instead of IN the business. Or maybe you're like me, and have other businesses to group. Maybe you just need a damn nap. Brian is an outlier, running his gym completely remotely. But his experience shows us what's REALLY possible.

The people who I want to talk to on this podcast are the gym owners pushing the limits. The guy netting a million dollars is interesting. So is the guy who can leave his gym, move five states away, still own it, and still make a profit.

Listen and play close attention to the infrastructure and systems Brian discusses to run his box smooth and efficiently - they're the SAME systems, with the same feedback loop, you'll need to take ANY time off from your business.

The 2017 Two Brian Summit is coming this June 3rd and 4th. Be sure to register here for this event!

In this Interview:

Which systems are necessary for a gym to run independently
How much communication is necessary when running a gym from afar
How to grow staff from low levels of responsibility to FULL responsibility
The icon problem with small business owners, and how to beat it

Plus:

How much money will Brian be making while working remotely
Key characteristics of a general manager
Implementing feedback loops and accountability amongst staff

About Brian:

Brian first got into fitness back in college while at the Rochester Institute of Technology where he started a weightlifting club with some friends. This was Brian’s first chance to learn coaching from others. For the next decade Brian trained and competed as a power lifter until in 2011 he decided to create a better healthier body for himself. At first a CrossFit denier, he quickly found his home training CrossFit and opened his own box in his garage. Brian is super helpful and a very experienced coach who is always available for questions!

Timeline:

3:29 – Brian Lelli Introduction
5:11 – Brian’s story of how he got into CrossFit
7:34 – Does training or working at another CrossFit gym help before starting your own?
8:39 – Moving to Florida and leaving the CrossFit gym behind independently
11:47 – What systems are necessary for a gym to run independently
13:52 – Implementing feedback loops and accountability within a CrossFit gym
15:02 – How much communication is necessary when running a gym from afar?
16:37 – When hiring someone what to look for first
17:36 – More on the key characteristics of a general manager
20:26 – The advantages of having a hard date set for accomplishing your goal
21:03 – How can other gyms be run independently through a proficient general manager
22:23 – The role of a joy girl in a CrossFit gym
24:24 – Adding more and more roles to the general manager position
25:27 – How much decision-making power does the general manager have?
26:35 – Announcing a large change to members of your gym
28:51 – The icon problem with small business owners
30:18 – How will Brian be spending his extra time in Florida?
31:50 – Will Brian’s box still be profitable while he is away and how much will he be making?

Food For Thought Friday: May 12, 2017

Sat, 13 May 2017 00:00:00 -0400

"Can You Go?" - how long could you leave your business? Included is an ACTION you can take this weekend to get you started.

Food For Thought Friday: May 5, 2017

Fri, 05 May 2017 00:00:00 -0400

What's your intent: In your training? In your business TODAY? In listening to this podcast right NOW?

Episode 70: Servant Leadership, with Tate Stewart

Mon, 01 May 2017 00:00:00 -0400

On today’s podcast we are joined by Tate Stewart of CrossFit 1420. Tate is a former college football player and strength-and-conditioning coach from Houston, Texas. Today we talk about leadership in the service industry. Tate is an accomplished gym owner, and he's about to complete the Two-Brain mentor-in-training program.
Read more about The Path to Mentorship here.
Reminder: The 2017 Two-Brain Summit is coming this June 3rd and 4th in Chicago. Be sure to register now!
In this Interview:

A unique story about service to others from Chris
The process of raising your gym’s rates
The TwoBrain mentoring philosophy

Plus:

How Tate started with CrossFit
Learning from mentors and the important role they play
Is a Lion Untested a Lion At All?

About Tate:
Tate is a former college football player at the University of Houston. After suffering from a bad injury he transitioned into a college strength-and-conditioning coach and helped athletes prepare for the NFL draft. Tate was introduced to CrossFit and while initially hesitant, he became hooked very quickly. With the motivation to provide a better life for his family, he opened a CrossFit gym, CrossFit 1420.
Tate is a selfless leader, constantly putting others before himself. This can be credited largely to his mentors throughout his life. The importance of good mentorship is invaluable and something Tate believes strongly in.
Timeline:
2:47 – A unique story about service to others
8:33 – Tate Stewart introduction and how he got started in CrossFit
10:27 – Tate’s start as a college football strength and conditioning coach
11:37 – The first impression of the CrossFit world
13:48 – Making big changes to open a gym and provide for a family
15:58 – Turning to others to find help, how to find a mentor
20:53 – Tate’s introduction to the Two-Brain Family
23:15 – What is the greatest lesson Tate ever learned from his father?
26:50 – The mentorship of legendary coach Lee Hayes
28:57 – The personnel structure of Tate’s gym and keeping everyone on the same page
35:18 – The process of raising rates by exhibiting authoritative and servant leadership
39:57 – The response from clients after raising rates
44:04 – Grandfather Rates and how to implement them and deal with inconsistent rates
54:03 – How important is it for a mentor to have gone through struggles in their own life
61:56 – The process of being trained as a Two-Brain mentor
68:36 – The mentoring process under the Two-Brain philosophy

Books we mention in this episode:
Three Kings: A Study in Brokenness, by Gene Edwards
The Power of One, by Bryce Courtenay
Silence, by Shusaku Endo

Food for Thought Friday: April 28, 2017

Fri, 28 Apr 2017 00:00:00 -0400

Who are you serving?

Episode 69: Raphael Paulin-Daigle of SplitBase

Mon, 24 Apr 2017 00:00:00 -0400

Episode 69 – Raphael Paulin-Daigle

Today’s guest is Raphael Paulin-Daigle of SplitBase.com. He is a conversions expert who is extremely passionate about helping businesses grow. He'll teach us not just about website and Facebook marketing conversions, but also about the first impressions clients receive when they come through the door and how to follow up with people.

With Facebook ads in particular, many business owners boost a post or build an ad, hoping for an immediate payback. What they SHOULD do is plan the result they want to get, create a solid offer, target the exact people they can help MOST, then build the ad. And then test, test, and test again.

For example, a common problem many people report is a high response rate (lots of views, shares and comments) with no action. This is conversion: Do your "leads" from your ads take action, or not? You can have a fantastic ad leading to a very poor landing page, and get zero results. If so, you're not bad at marketing; you're bad at converting. Raphael is very, very GOOD at converting.

Marketing is all about helping people and building a relationship. Be sure to follow along and take good notes on all the strategies presented today!

The 2017 Two-Brain Summit is coming this June 3rd and 4th. Be sure to register here for this event!

In this Interview:

The process behind improving your business marketing
The hidden roadblocks that are losing you sales
How often should you be surveying your customers
The importance of placing testimonials on your landing page

Plus:

How many questions should be on a customer survey
Applying data to your business to help it grow
How to use persuasive copy to overcome and avoid objections

About Raphael:

Raphael became involved in digital marketing through his first startup about seven years ago. It is no surprise conversion optimization was the first thing to catch his attention. His creativity and admiration for good design, combined with his interest in psychology, human behaviors and growth made conversion optimization the perfect match.

It was at this moment that SplitBase was born. Raphael assembled a team of conversion analysis, copywriters, and designers to deploy and execute his full conversion methodology within his client’s promises. A methodology that has continually produced millions of dollars of growth for SplitBase clients.

Raphael has given keynotes and workshops to marketers, bank executives, and CMOs of Fortune 500 companies around the world. He now oversees conversion strategy and operations as the CEO of SplitBase.

Food For Thought Friday: 042117

Fri, 21 Apr 2017 00:00:00 -0400

What are you asking your clients?

Episode 68: Dan Martell

Mon, 17 Apr 2017 00:00:00 -0400

Dan Martell is one of my OWN mentors.Last September, I traveled to the Archangel summit in Toronto, Canada to listen to Seth Godin, Gary Vaynerchuk and Robin Sharma. As lunchtime rolled around, I wanted to leave and get a sandwich; but then Dan Martell was introduced. His talk was so compelling in the first TWO minutes that I stopped short of the door and sat back down. When I finally DID go for lunch, my phone died. I didn't check my messages for six hours. When I did, I discovered several missed text messages from Dan himself. Dan is a CrossFitter. His coach saw my post about attending Archangel, and texted Dan to meet "the CrossFit business guy." I'm now part of Dan's mastermind group--15 entrepreneurs from all over North America who are growing their business from the $2 to $5 million mark. On the podcast today, Dan is going to be talking about how he helps entrepreneurs obtain better focus, scale their business, and maintain their entrepreneurial confidence. This is not my typical "how-to" episode, but there are almost a dozen strategies you can use TODAY to become better at business, relationships and life. Like man, Dan prioritizes "perfect day" thinking instead of "just do more work". After all, more work isn't the goal: a better life IS.

Food for Thought Friday: April 14, 2017

Sat, 15 Apr 2017 00:00:00 -0400

So...what are you doing on Monday?

Food for Though Friday: April 7, 2017

Fri, 07 Apr 2017 00:00:00 -0400

What if your TOP became your bottom?

The Dream Season

Wed, 05 Apr 2017 00:00:00 -0400

This is a short post I wrote for Medium.com on the coach's role in youth sports. The correlation between coaching fitness and coaching sport is massive - in other words, almost the same. We as fitness coaches can teach volunteer coaches a LOT, and I feel compelled to do so. Plenty more to come on this topic, mostly published at TwoBrainCoaching.com.

Food for Thought Friday: Aril 2, 2017

Sun, 02 Apr 2017 00:00:00 -0400

Would a rose, by any other name, smell as sweet? How do you describe your service?

Episode 67: Q+A With Coop, Volume 2

Wed, 29 Mar 2017 00:00:00 -0400

Episode 67 – Q & A with Coop

Today we are staying warm by the fire and doing a long overdue Q+A session.

We have a pretty long list of emails that we get after every show and I want to make sure that I give my attention to some of these because they are really good! I won’t be addressing questions addressed on previous Q & A episodes as those have already been talked about however, be sure to check out Episode 30 for more great questions and answers:

If you need help, you can watch our free videos that will help you transform your business here.

Be sure to check out Two-Brain Business 2.0 on Audible.com!

In this Question and Answer Session:

What are the things I wish I had updated in the original Two-Brain Business audiobook?
Is adding an "open gym" service to your CrossFit box a mistake? When is it the right move?
The "employee vs contractor" debate for a CrossFit box
Why do I always say, “Ask your clients what they want" instead of "How to give your clients what they need.”
What are my top tips for content marketing?
Why should you pay for the mentoring program when I publish so much stuff for free?
How do I fill CrossFit Kids classes?
Who are my mentors and why is having a mentor important?
Why do I want to be a landlord instead of coach?
What should you follow the intramural open with?
Why do I talk about profit so much? Isn’t that secondary to how many clients you have?
Why does Help First talk about other service industry businesses?

Timeline:

0:57 – Question and answer session introduction

2:11 – What are the things I wish I had updated in the Two-Brain Business audiobook?

2:58 – Is adding an open gym service to your CrossFit box a mistake? When is it a good idea?

5:28 – The "employee vs contractor" debate for a CrossFit box

6:53 – Why do I always say “ask your clients what they want" instead of "Here’s how to give your clients what they need.”

10:33 – Why it is important to also ask your staff what THEY want in their job

11:15 – My top tips for content marketing

12:16 – The first rule for content marketing: don’t wait

13:25 – The second rule of content production: don’t repeat yourself.

13:49 – The third rule of content production: treat all of your content as fishing nets

15:53 – The number four rule of content production: repeat yourself

16:58 – The number five rule of content production: it doesn’t have to be perfect

18:09 – The number six rule of content production: be a storyteller

19:33 – The seventh rule of content marketing: keep it simple

20:02 – Why should you pay for the mentoring program when I publish so much for free?

21:56 – How do you fill CrossFit Kids classes?

24:55 – Helping parents overcome their fear of CrossFit for their kids

25:38 – Who are my mentors and how do they help?

28:30 – Two-Brain Summit and modeling's place in the mentorship process

30:20 – Why do I want to be a landlord instead of coach?

32:26 – What do you follow the intramural open with to keep that momentum going?

34:45 – Why do I talk about profit so much?

36:45 – Why does Help First talk about other service industry businesses?

Episode 66: Ray Gowlett on Top 10 Habits of Great Coaches

Mon, 20 Mar 2017 00:00:00 -0400

Ray Gowlett leads our UpCoach program. He is a former MMA fighter and motocross rider. In addition to this he is a big questioner of authority specifically within the education system. Ray in many ways is a shit disturber and what he doesn’t like is dogma, fake research, and unqualified opinion. If you are part of our UpCoach program you’ve spoken to Ray and you know he bounces around a lot. Today we are talking about the ten basic habits that every coach should have. The UpCoach program develops these qualities as he has learned himself so if you are looking for help within your gym be sure to reach out. Ray’s lectures at the Two-Brain Summit this summer will be amazing. If you have not already register do it now!

Reminder the 2017 Two-Brain Summit coming this June 3rd and 4th in Chicago. Be sure to register now!

Top 10 Habits Every Coach Should Adopt:

Limit your coaching cues when working with clients
Be an expert in personality types so that you can relate to clients effectively
Adapt your coaching style to each client and personality
Give clients what they want and not what you want
See the big picture for your business and your client
Eliminate arrogance within your coaching style
Be wary of the "next big thing"
Learn and become educated to understand evidence and research
Understand the different needs and positions of your clients
Learn the "bend, don’t break" principles relation to exercise

About Ray:

Ray Gowlett is a former professional MMA fighter, motocross racer and current research skeptic. His lab contains almost 600 subjects (it’s a high school) and Ray is constantly seeking new ways to teach and coach. Many of these kids are high-level athletes; just as many don’t want to be in the class at all. He’s always trying new things, but this cross-pollination of students means every innovation has to satisfy two standards:

It has to make people fitter;
It has to make people happier.

Ray coined the phrase we repeat at Catalyst often: “Exercise until you’re happy.” It’s the base of the hierarchy he teaches students. He also teaches research skepticism: how to read and rank the value of “research.” Imagine a generation of people who believe what they read on Facebook: that’s what’s coming, except for the students in Ray’s classes.

Timeline:

1:33 – Ray Gowlett Introduction

2:44 – The top ten really simple coaching habits every coach should adopt

4:02 – The importance of having mentors and coaches throughout your life

4:46 – Coaching Habit 1: Keeping your coaching cues to three or less

9:26 – Coaching Habit 2: Learn about personality types to effectively adapt to clients

11:03 – Personality tools to determine your personality type

12:33 – Coaching Habit 3: Being a different coach for every person

15:23 – Coaching Habit 4: Give clients what they want and not what you want

17:25 – Coaching Habit 5: See the big picture for your business and clients

19:58 – Coaching Habit 6: Eliminate arrogant coaching

22:52 – Ridiculous and arrogant posts from CrossFit box owners

23:35 – Coaching Habit 7: Be weary of the next big thing

25:35 – Cyclical knowledge and trends within the fitness industry

26:23 – Coaching Habit 8: Learning about understanding evidence and research

29:49 – Coaching Habit 9: Sharpening the saw and being critical of new ideas

31:38 – Coaching Habit 10: Understand all the different needs and positions of your clients

33:20 – Understanding projection bias within your program

35:41 – Coaching Habit 11: Be the voice your client wants to hear

38:38 – The way in which you should talk to your clients

39:46 – Coaching Habit 12: Bend don’t break principle

41:26 – The many types of conjugated periodizat

Food For Thought Friday: March 10, 2017

Sat, 11 Mar 2017 00:00:00 -0500

Do you NEED it?

Episode 65: The Entrepreneurial Mindset

Mon, 06 Mar 2017 00:00:00 -0500

Episode 65 – Mindset

I am always fascinated by the mechanics and emotions of the entrepreneurial brain. There are a lot of highs and lows that you need to buffer against. I am also really into the tools that we can use to be better at it by avoiding shiny objects; dealing with stressors, lawsuits, copy cats; how we can meet people with confidence; and avoid feeling like a salesman. Instead of just one guest, we have four for this episode!

We talk to Sherman Merricks of CrossFit Dynasty, Tommy Hackebruck of Ute CrossFit, Craig Hysell of Conviction Training, and Josh Price of Loco CrossFit all about the entrepreneurial mindset and the tools and skills they use keep their eyes on the prize, keep from being derailed, and avoid stress. Join us for this action packed interview and be sure to take notes!
Reminder the 2017 Two-Brain Summit is coming this June 3rd and 4th in Chicago. Be sure to register now!

In this Interview:

The importance of Focus and its role in the entrepreneurial mindset
Why you should have an emotional reason to succeed
Moving on from anger and focusing on what you can control

Plus:

When to bypass diplomacy and put your foot down
Achieving success by avoiding cognitive overload
The importance of discipline for the entrepreneurial mindset
What IS success?

Today's Guests:

Sherman Merricks of Dynasty CrossFit

Tommy Hackenbruck of Ute CrossFit

Craig Hysell of Conviction Training

Josh Price of Loco CrossFit

Timeline:

1:31 – An introduction to the entrepreneurial mindset

4:24 – The first component of the entrepreneurial mindset is focus

6:46 – How to deal with too many opportunities to choose from

7:39 – Having an emotional reason to succeed

9:07 – Sherman Merricks on setting goals and staying focused

10:31 – An example of an emotional goal to keep you on track and keep you motivated

12:45 – What to do next after hitting an emotional goal?

13:52 – Achieving success with cognitive overload

15:34 – Learning to focus on what’s important the hard way

18:08 – Tommy Hackebruck on focus and obsession despite the circumstances

20:24 – Channeling the inherit skill of focus in the right direction

23:02 – The importance of discipline for the entrepreneurial mindset

26:44 – Dealing with the extraordinary stress of copiers

31:38 – Being pissed for five minutes and then moving on

34:59 – Spending $170,000 training coaches before learning how to filter

36:18 – Josh Price of Loco CrossFit introduction

40:37 – Is help more powerful than anger?

44:11 – A practical way to get into a steady mindset from a state of anger

47:43 – The art of practicing not to be your first thought

48:39 – Having success is necessary for motivation

51:22 – Can motivation occur after being discouraged?

52:24 – Flipping the tables on success

56:46 – Being at rock bottom is a huge advantage

57:51 – The romantic notion of the entrepreneurial grind is false

58:27 – Craig Hysell on how people should define success in the CrossFit industry

59:53 – What are the steps to determine what success is

62:01 – Ineffective leadership by asking the wrong questions

64:04 – When to bypass diplomacy and put your foot down.

65:10 – The best favor you can do for people is to tell them what you want them to do

70:14 – How to choose which ideas to focus on as an entrepreneur

72:44 – The process of saying hell yes or no

Books mentioned during this episode:

Extreme Ownership - U.S. Navy Seals by Jocko Willink

Good to Great by Jim Collins

Gates of Fire by Steven Pressfield

The War of Art by Steven Pressfield

Turning Pro by St

Food For Thought Friday: March 3, 2017

Sat, 04 Mar 2017 00:00:00 -0500

Episode 64: Training Think Tank, with Max El-Hag

Mon, 27 Feb 2017 00:00:00 -0500

Episode 64 – Training Think Tank

Sometimes I invite a guest on the show because they are nowhere near as popular as they should be. This is the case with today’s guest, Max El-Hag. You will hear a lot of humility from Max in this episode but don’t mistake it, as he has profound knowledge of the fitness industry. In this episode we talk about his company, Training Think Tank, and how it is helping athletes of all sports connect with coaches who are able to advise and train them to the highest abilities. We talk strategy, methodology, and more related to his business and life!

Reminder: The 2017 Two-Brain Summit is coming this June 3rd and 4th in Chicago. Be sure to register now!

In this Interview:

What are the first steps to creating an online training program
Testing Philosophy with remote clients
Do athletes need an individual mindset to be successful?

Plus:

Finding the right balance with the commoditization of intensity
The one message all CrossFit gyms need to hear
Building nutrition into remote training programs

About Max:

Max has had a long career as an athlete and was first inspired by his father who was an Olympic fighter. After qualifying for the CrossFit Games a team and making it to Regionals as an individual, Max decided that coaching is what truly inspired him. At this point Max coached many clients from models and future NFL stars to ultra-runners and CrossFit athletes. He now runs Training Think Tank, a company that focuses on remote coaching, educational courses, and online programs for athletes and coaches.

Timeline:

0:58 – Training Think Tank introduction
2:41 – The lead up to Training Think Tank with Max
4:52 – Finding CrossFit for the first time
8:05 – Starting out as a personal training prior to CrossFit
9:18 – CrossFit principles mixing into training for fighters
11:10 – How Training Think Tank has grown to where it is today
14:07 – Training Think Tank from a global perspective in today’s world
16:45 – What are the first steps to starting an online training program?
19:09 – Tools needed to start a remote coaching program
20:30 – Testing Philosophy with remote clients according to their goals
23:56 – How often should you be retesting clients on their progress?
25:27 – Building nutrition into a remote training program
28:18 – Keeping workouts nontraditional leading up to the CrossFit Games
32:41 – Different training programs for games athlete’s vs non games athletes
37:00 – Finding the right balance with the commoditization of intensity
41:00 – The top solutions gym owners take away from Max’s program
45:03 – Recommending group training to individual clients
46:20 – Do games athletes have to have an individual mindset to be successful
47:50 – Firing individual clients when it’s not working out
49:43 – Keeping clients compliant with the program
51:06 – Giving athletes a win when you know they are down
54:49 – Creating a template for your clients leading up to the CrossFit Open
56:10 – Establishing a format of training for your gym
59:18 – Where should a client look to do individual training in a group training gym?
61:03 – How to implement a culture of one on one training in your gym
63:16 – The one message all CrossFit gyms need to hear

Contact Max:

https://www.trainingthinktank.com/
max@trainingthinktank.com
https://www.facebook.com/trainingthinktank/
https://www.instagram.com/trainingthinktank/

Episode 63: OPEX

Fri, 24 Feb 2017 00:00:00 -0500

Episode 63 – OPEX

Today we are joined by two very special guests from OPEX. James “OPT” Fitzgerald joins us as well has his business partner Jim Crowell. James Fitzgerald was one of my primary motivators when I first started CrossFit. James started OPEX soon after moving to Arizona which has become one of the most popular training programs in the world. Now on the eve of the rollout of the OPEX physical location gyms, James and Jim join me to discuss the OPEX model, how it works, program design, and flaws they see in the group model.

Reminder the 2017 Two-Brain Summit is coming this June 3rd and 4th in Chicago. Be sure to register now!

Contact:

Contact: http://opexfit.com/

Timeline:

1:31 – James OPT Fitzgerald & Jim Crowell introduction

5:10 – Optimum Performance Training to OPEX: The story

7:47 – What do the day-to-day operations of the OPEX gym look like?

8:30 – Jim’s story and how he fits into OPEX

9:48 – What is the OPEX model and how is it different?

10:41 – What does the intake process look like for a new client in the OPEX gym?

12:24 – How does an absolute beginner learn when they are brand new?

13:17 – Movements for a brand new client post first assessment

15:15 – How to determine when a client is ready for more complex exercises?

18:32 – Is there a point where you restrict your clients from pushing further?

23:12 – How frequently is the ongoing prescription for a client?

25:27 – Helping clients realize that the gym is individualized

26:44 – Reassessing with clients and upping their training program

28:44 – How OPEX incorporates nutrition and broader lifestyle choices for clients

32:30 – An example of a burned-out client and how to give them a break

34:18 – High-intensity fitness and its effect on coaches

36:46 – Is there a place for individual and group training in the same gym.

39:03 – Ensuring that each client is receiving equal attention in a group workout session

41:03 – The important relationship between a coach and a client

42:01 – How to deal with a client that needs more attention than others

44:09 – The business model for brick and mortar OPEX gyms

46:28 – The long term vision for OPEX

48:50 – How to get your brand name out there to the masses

50:07 – Fine-tuning the structure of OPEX for continued scaling in the future

52:48 – How is OPEX best positioned to meet emerging opportunities and join the tribe

54:45 – Certain things that OPEX used to recommend but no longer does

57:35 – What is retention like for brick and mortar OPEX locations

60:57 – Who determines the pricing model for each OPEX gym

64:05 – What systems come with the OPEX license?

67:24 – What is the coach’s compensation model in an OPEX facility?

69:01 – Who are the mentors to James and Jim?

73:56 – Best advice for entrepreneurs in the fitness industry

Food for Thought Friday: February 17, 2017

Fri, 17 Feb 2017 00:00:00 -0500

How do you feel about money?

Episode 62: The Power of Stories

Mon, 13 Feb 2017 00:00:00 -0500

Episode 62 – The Power of Stories

Today we talk about using the power of stories to help grow your business, help your clients, and help you live a better life. Today I share some personal stories and strategies for how to connect better with clients when telling a story. I also talk with Jason Cohen about how he is using the power of stories to help veterans with PTSD.

The 2017 Two-Brain Summit is coming this June 3rd and 4th in Chicago. Be sure to register now!

In this Interview:

My first phone call with Greg Glassman
The "Hero's Journey" and how it applies to CrossFit
How Jason Cohen is helping Veterans with PTSD
Why stories are so effective for sales and marketing

Plus:

Testimonials versus client stories
The gamification of CrossFit and exercise
Extrinsic versus intrinsic motivation

About Jason:

Jason Cohen is a former Marine where he was originally introduced to CrossFit. After five years he retired from the Marine Corps and got his degree at the college of Charleston. Jason then started coaching full time. He is now the founder of SemperFit Squad, a company that provides workout plans based around stories to help veterans with PTSD.

Timeline:

0:57 – The true power of great stories

1:56 – A personal story about Greg Glassman

3:20 – An introduction to telling great stories

4:09 – The hero’s journey within a great story

5:50 – The hero’s journey boiled down more simply and applied

7:33 – Why does the hero’s journey matter to you?

7:59 – Making Joe the hero of his own story

17:13 – The real happy ending for a client

17:39 – How does a coach fit into a story?

18:17 – Jason Cohen Introduction

19:03 – Jason Cohen’s Story

20:57 – How stories can help veterans diagnosed with PTDS

23:54 – Compelling someone with PTSD to get started exercising

25:43 – The gamification of exercise and CrossFit

27:06 – Moving people from extrinsic to intrinsic motivation

27:51 – Placing people into life like stories within a CrossFit gym

30:41 - Drawing people in to stories where they feel like the hero

31:14 – How does placing someone in a scene help someone with PTSD?

32:40 – Developing a platform for veterans in need with PTSD

33:35 – Where to find Jason’s scenarios to try them out

36:14 – Getting wrapped up in a story

37:05 – Where the mentor, or coach, in the hero’s journey comes in

39:36 – The first test for a client, the social test

41:44 – The second great test for a client, becoming injured

44:51 – The implementation of the prescriptive model by creating heroes

45:37 – Why are stories so effective for sales and marketing?

49:01 – Testimonials versus a client story

49:59 – A client’s primary barrier to signing up for CrossFit

50:20 – The 2017 Two-Brain Summit Announcement

SAMPLE:

Today's Mission:
It's June 6th 1944: D-Day. You're with the 101st Airborne flying high above the Douve River taking heavy anti-aircraft fire. Your unit's mission is to destroy 2 bridges over the river so the soldiers on Utah beach can push forward. As you approach your jump window, your aircraft takes a hard hit and loses its #2 (starboard) engine. The time to jump is now or never...GO GO GO.
As you hit the ground you check your map and realize you're over 1 click south of your drop zone. You've landed in thick marsh and walking through the mud is like dragging your feet through wet concrete. To make matters worse, you've got to get prone from time to time because enemy patrols saw your open chutes and are on the hunt for you and your men.
Your Mission:
Complete 5 Rounds of:
2

Food For Thought Friday: February 10, 2017

Fri, 10 Feb 2017 00:00:00 -0500

Where's your focus?

Episode 61: Physique First, with Bill Shiffler

Mon, 30 Jan 2017 00:00:00 -0500

78% of new clients at Catalyst (my gym) in 2016 listed an aesthetic goal as their top priority.

"Fat burning" trumped "performance". "Fat loss" beat "strength". No one said, "I want to move better", keeping my 21-year-streak alive.

If your clients want to look like bodybuilders, why NOT incorporate some bodybuilding movement into your programming?

The line between "functional movement" and "bodybuilding" has never been a clear one. What makes a biceps curl non-functional? What makes a bench press un-CrossFit?

No one is adding mirrors to CrossFit gyms here. But would adding a hypertrophy element to your programming address what people actually WANT when they come to your gym? Food for thought.

Most guys who walk in your door don't want a better "Fran" time. They just want to look like Bill.

Bill Shiffler is the founder of CrossFit Renaissance, of Philadelphia. He's a professional bodybuilder, and today' he'll answer questions about combining physique-specific work with CrossFit.

Bill's program is Renaissance Physique. Today we dive into all sorts of topics about this program, how it works, and how you can start implementing the program at your gym.

Check out this two-week starter template for more information on how it works.

In this Interview:

What is Renaissance Physique and Hyper Metabolic Training?
Hypertrophy and its relation to CrossFit
Getting bigger and building size with CrossFit

Plus:

How to calculate a client’s basic metabolic rate (BMR)
Endurance athletes and CrossFit
Determining a safe rate of weight loss

About Bill:

Bill is the founder of CrossFit Renaissance and Renaissance Physique. Prior to CrossFit, Bill was a wrestler and body builder. He is a certified strength and conditioning specialist (CSCS), Level 2 CrossFit trainer, and natural pro bodybuilder. He is passionate about helping people reach their goals whatever they may be. His new program Renaissance Physique uses HMT (Hyper Metabolic Training). This program is based on cutting edge and science based techniques to maximize both hypertrophy and superior metabolic conditioning delivering maximum results.

Timeline:

1:31 – Bill Shiffler Introduction

2:32 – Renaissance Physique Introduction

4:25 – Bill Shiffler’s background and start with CrossFit and Body Building

6:52 – The Renaissance Physique training methodology

7:26 – Who is Renaissance Physique for?

8:18 – What is Renaissance Physique?

11:34 – Hypertrophy and its relation to CrossFit

13:11 – Getting bigger and building size while doing CrossFit

14:50 – Specific movement focus for someone wanting to gain weight with CrossFit

16:14 – How many reps should you be doing to build mass?

17:32 – Volume is key with hypertrophy training

17:53 – Preventing accidental weight gain

19:40 – Showing a desired physique picture during a consultation

21:29 – Addressing body aesthetic through nutrition

22:46 – Calculating a client’s BMR (Basic Metabolic Rate)

23:18 – Determining a safe rate of weight loss

24:00 – Setting up a client’s macronutrient partition

25:44 – Customizing a client’s nutrition and training program

26:41 – Why choose Renaissance Physique over pure CrossFit

27:41 – Why recommend pure CrossFit for a client over Renaissance Physique

29:16 – Hypertrophy based classes as a group

30:24 – Delivering Renaissance Physique to a client

33:13 – Focusing on body aesthetic after the CrossFit Open

34:30 – Marrying CrossFit Physique with bodybuilding

36:00 – Using the two week CrossFit Physique template for male and female clients

37:48 – Would hypertrophy and CrossFit be good for en

Food for Thought Friday: January 28, 2017

Fri, 27 Jan 2017 00:00:00 -0500

What if you guaranteed results?

Episode 60: Work-Life Balance, with Sherman Merricks

Mon, 23 Jan 2017 00:00:00 -0500

If you read the habits and tricks of very successful people, most of them say they start their day at the gym. Their readers ooh and aah at their dedication to exercise habits at 6am.But what about US - the one turning those lights on before Mr. GrowthHacker shows up? And in the CrossFit world, all too often, it’s the same person who turns the lights off at night.Sherman is really exceptional at balancing work, faith and family. He's got his priorities straight. His business is built to support his family and his time...instead of the other way around. I think this is an important one.