Created with Sketch.
50 minutes | 2 days ago
The Microgym Model: 2021
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 guideThe Ultimate Business Plan for Gym OwnersThe Tipping PointTribal LeadershipHow to Start an Online Training Program, With Jonathan GoodmanFounder, Farmer, Tinker, ThiefGym Owners HandbookAGuardDriven NutritionTwo-Brain CoachingContact:firstname.lastname@example.orgTimeline: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.
39 minutes | 5 days ago
Two-Brain Coaching First Degree: Good to Great
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 NutritionFree ToolsContact:email@example.comTimeline: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 Course10:29 – 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.
30 minutes | 9 days ago
Two-Brain Programming: How to Save Time and Money
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 ProgrammingTwo-Brain Programming InstagramForever FierceIncite Tax: Profit First for MicrogymsThe State of the Industry 2020Timeline: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.
30 minutes | 12 days ago
Five-Figure Clients: How CrossFit MASS Does It
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 MassIncite Tax: Profit First for MicrogymsDriven NutritionThe State of the Industry 2020Timeline: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.
35 minutes | 16 days ago
Long-Term Value: What If Every Client Spent $10,000 in Your Gym?
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 CrossFitGym Lead MachineTwo-Brain CoachingThe Big Win: When Your Gym Supports Your LifestyleMake More Money for Years: Amazing Client OnboardingThe State of the Industry guideTimeline: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.
32 minutes | 19 days ago
The Future of Coaching
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 CoachingGym Lead MachineForever FierceAn Economist Walks Into a Brothel With Allison SchragerFree ToolsTimeline: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.
36 minutes | 23 days ago
Common Characteristics of the World’s Top Gym Owners
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 2021The State of the IndustryThe Big Win: When Your Gym Supports Your LifestyleSinking Ship to Rocket Ship: How Brandon Evans Did ItConsistent 30% Profit Margins: How Mike Collette Does ItWhen Your Clients Want to Tell the World About YouThe Fired Client Rebellion and the Comeback of the YearThe Secrets of Incredible Staff DevelopmentCreating a Culture of Care at Your GymThe Second Shutdown Plan for Gym OwnersTwo-Brain CoachingIncite Tax: Profit First for MicrogymsTimeline: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.
104 minutes | a month ago
The State of the Fitness Industry: 2020
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 CoachingWodifyArboxAGuardRigquipmentIncite Tax: Profit First for MicrogymsGym Lead Machine"Founder, Farmer, Tinker, Thief""Gym Owners Handbook"Regional MeetupsTimeline: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.
36 minutes | a month ago
How to Be a Better Leader in 2021
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 ConditioningWodifyForever FierceWhen No One Sees Your Vision (and It's all Your Fault)Free ToolsTimeline: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.
30 minutes | a month ago
Net Owner Benefit: Tips From Two-Brain’s Top Earners
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 MedisDriven NutritionGym Lead MachineFree ToolsTimeline: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.
46 minutes | a month ago
Why Everyone Shows up for Free Intros With Pep Leppers
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 CrossFitArboxAGuardFree ToolsTimeline: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.
31 minutes | a month ago
From Macros to Habits: Evolving Nutrition Coaching
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 CoachingTake the Two-Brain Coaching Nutrition CourseGym Lead MachineFree ToolsTimeline: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.
51 minutes | 2 months ago
Sales Secrets: Leads Leader Logs 75 Percent Close Rate
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.LinksSequoia FitnessIncite Tax: Profit First for MicrogymsTwo-Brain CoachingThe Surge: Why Some Gyms are Thriving After COVIDBook a Free CallTimeline: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.
23 minutes | 2 months ago
Creating a Culture of Care at Your Gym
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 GymIncite Tax: Profit First for MicrogymsTwo-Brain CoachingGym Owners UnitedTimeline: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.
16 minutes | 2 months ago
Chris Cooper’s Top Lessons of 2020
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 CoachingDriven NutritionFree ToolsPre-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.
40 minutes | 2 months ago
How Online Nutrition Coaching Helps Clients and Businesses
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 CallPurchase the Nutrition CourseNutrition RxForever FierceTwo-Brain CoachingBook a free call with a Two-Brain mentorContact Jen: firstname.lastname@example.orgTimeline: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.
20 minutes | 2 months ago
Top Books of 2020 for Gym Owners
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:ArboxAGuardFree ToolsPreorder Chris' new bookTimeline: 00:41 – The milkshake revelation. 6:08 – “All Marketers Are Liars” 7:13 – The 75 Hard Challenge8:20 – “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.
21 minutes | 2 months ago
The Secrets of Incredible Staff Development
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 FitnessIncite Tax: Profit First for MicrogymsTwo-Brain CoachingGym Owners UnitedTimeline: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.
41 minutes | 2 months ago
$314 Average Revenue Per Member—How Jennifer Dawson Did It
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 & FitnessIncite Tax: Profit First for MicrogymsTwo-Brain CoachingFree ToolsTimeline: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.
21 minutes | 2 months ago
The Fired Client Rebellion and the Comeback of the Year
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 LincolnWodifyGym Lead MachineGym Owners UnitedTimeline: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.
Terms of Service
Do Not Sell My Personal Information
© Stitcher 2020