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This channel (presented by Two-Brain Business) is packed with business tools for gym owners and CrossFit affiliates. We provide actionable, data-backed business advice for all gym owners, including those who own personal training studios, fitness franchises, and strength and conditioning gyms.
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.
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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
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.
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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
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.
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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
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).
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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
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.
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Gym Owners United
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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
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.
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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
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:
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.
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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
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.
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1:57 - Self-leadership
6:45 - Team leadership
10:30 - Peer leadership
14:23 - Community leadership
18:31 - How to grow as a leader
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.
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1:28 - Why gym owners get stuck
7:44 - Founder Phase
10:51 - Farmer Phase
14:34 - Tinker Phase
19:36 - Chief Phase
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:
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
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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
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