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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!
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"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
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
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
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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Gym Owners United
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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
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.
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Gym Owners United
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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
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.
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Gym Owners United
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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
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.
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Gym Owners United
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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
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.
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Gym Owners United
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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
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
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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
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
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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
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