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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.
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"
Who is building on your platform?
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.
Are you doing the RIGHT hard thing?
#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.
Who Will Lead Them? With Josh Price
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?
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