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30 minutes | Aug 2, 2021
Gym Profitable? Here's Exactly What to Do Next
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:ArboxAGuardReal 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.
49 minutes | Jul 29, 2021
Post-Pandemic Nutrition Coaching: Dealing With Emotional Baggage
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 WhiteboardDrink O2Two-Brain Nutrition CoachingTimeline: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?
36 minutes | Jul 26, 2021
Fat-Shaming and Gyms: Are Your Ads Triggers?
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 O2Level MethodGym Owners UnitedTimeline: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.
37 minutes | Jul 22, 2021
The Guy Who Bought a Gym During the COVID Shutdown (Epic Comeback)
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 CrossFitChalk It ProTwo-Brain CoachingGym Owners UnitedTimeline: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.
32 minutes | Jul 19, 2021
Raw and Real: Gym Owner's Greatest Fears Revealed to Peers—and Staff!
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 SkinnerJason Cohen: How Embracing Vulnerability Improved My Gym BusinessWhy You Feel Like an Imposter: And What You Can Do About ItIncite TaxTwo-Brain ProgrammingGym Owners UnitedTimeline: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.
36 minutes | Jul 15, 2021
Why "Do as I Do" Doesn't Work (How to Actually Mentor Staff)
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 SystemsBeyond the WhiteboardIncite TaxFree Resources!Gym Owners UnitedJason Cohen: How Embracing Vulnerability Improved My Gym BusinessHandling Difficult Conversations, With Per MattssonPerks at Work free online classesTimeline: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.
41 minutes | Jul 12, 2021
Five-Figure ROI on Mentorship: Charlie Lima Invests and Wins
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:BoomFitGym Lead MachineForever FierceGym Owners UnitedTimeline: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.
40 minutes | Jul 8, 2021
Building Staff Relationships to Create Careers—and Revenue
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 MetroEastArboxDriven NutritionGym Owners UnitedTimeline: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.
28 minutes | Jul 5, 2021
400 Percent Revenue Increase: Star Owner's Secrets
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:AGuardDrink O2Gym Owners UnitedFree ToolsTimeline: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.
35 minutes | Jul 1, 2021
Fairy Dust or Facts? Why Two-Brain's Data Can Save or Supercharge Your Gym
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 MethodTwo-Brain ProgrammingGym Owners UnitedThe State of the IndustryFree ToolsTimeline: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.
36 minutes | Jun 28, 2021
Revenue Leader Reveals Reasons for Success: Nate Beveridge
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 CoachingIncite TaxGym Owners UnitedTimeline: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.
27 minutes | Jun 24, 2021
Chris Cooper Answers: “Should You Change Your Marketing Plan?”
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 WhiteboardGym Lead MachineFree Resources!Gym Owners UnitedTimeline: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.
34 minutes | Jun 21, 2021
Do You Really Need That? (Slashing Expenses for the Win)
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 StrongArboxForever FierceGym Owners UnitedTimeline: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.
33 minutes | Jun 17, 2021
When Your Rate Increase Hits the News (and It’s the Best Ad Ever)
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 UværBook a free call with a Certified Two-Brain Mentor!Driven NutritionDrink O2Gym Owners UnitedTimeline: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.
38 minutes | Jun 14, 2021
Lessons From Live Events: How to Generate ROI Through Action
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 O2Chalk It ProGym Owners UnitedTimeline: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.
28 minutes | Jun 10, 2021
Why Jocko Willink and Lisa Nichols Are Headlining the Two-Brain Summit
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 GymAGuardDrink O2Timeline: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.
51 minutes | Jun 7, 2021
Gym Owners: Mindset Coaching for Mental Health
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 courseStress, Anxiety and Entrepreneurs: How to Improve Your Mental HealthTwo-Brain ProgrammingBeyond the WhiteboardTimeline: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.
38 minutes | Jun 3, 2021
Leaning Into Uncomfortable Stuff: Noah Abbott on Mentorship
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 CollectiveRampUp: Book a free call!How to Make $100,000 Per Year With 150 ClientsLevel MethodBeyond the WhiteboardGym Owners UnitedTimeline: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.
38 minutes | May 31, 2021
Is Your Programming Disheartening Your Members?
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 ProgrammingIncite TaxArboxGym Owners UnitedTimeline: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.
30 minutes | May 27, 2021
"If This Didn't Work, I Was Out"—Owner's Fly-or-Die Decision
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 RomeTwo-Brain ProgrammingRampUp programChalk It ProGym Owners UnitedBook a free callTimeline: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.
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