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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.
Kyle Posey, founder of Powered by Awesome, joins us on the show today. His company specializes in lead generation and marketing for micro gyms. I met him in Atlanta at an affiliate summit a few weeks ago where we had a chance to chat. He is an all-around great guy and truly believes in helping others first.A quick side note: The day after I did this interview I was on a free call with an affiliate. At the end of the call he told me that Kyle had referred him to me. This is the kind of guy that Kyle is.Always helping and putting others first!In this Interview:What you’re doing to sabotage your businessHow to get out of your own wayHow to generate more leadsPlus:Are CrossFit gyms learning marketing faster than most?The romanticization (I made that word up) of the “hustle”.Where do hot leads come fromAnalysis of the CrossFit brandAbout Kyle:Kyle is the CEO and founder of Powered by Awesome, a lead generation and marketing company. They specialize in creating websites for CrossFit affiliates across the world. Powered by Awesome has been around since there were fewer than 60 gyms worldwide and they have been creating cutting edge websites for over 12 years. The company loves fitness and community and this is the driving factor behind creating websites that will actually help your business do better!Timeline:0:17 – Kyle Posey Introduction1:58 – How Kyle got started in CrossFit4:13 – Dissecting the skull and crossbones logo6:09 – These things used to work in CrossFit but not anymore7:32 – Why is CrossFit trending in a new direction for marketing8:24 – Are CrossFit gyms learning marketing faster than most?10:43 – You don’t know how valuable your service and brand is13:19 – The romanticisation of the “hustle”.14:30 – Stop acting like a salesman18:07 – Getting more people into your box21:11 – What makes a website convert more customers27:48 – The difference between hot leads and cold leads29:33 – How to approach hot vs cold leads31:06 – Where do hot leads come from36:17 – How to find more people like your top members38:18 – Creating a more general gym experience39:38 – Motivating best clients to refer more clients40:51 – The dogma about marketing43:34 – Analyzing the CrossFit brand45:49 – Screen time vs face time and marketing47:58 – First steps to refining your marketing approach50:07 – Ask your clients what their favorite thing is about the gym51:58 – The importance of an outside expert52:18 – How to reach Kyle and Powered by Awesome
Episode 55 – The Path to Profit On today’s show, I replay a webinar entitled “The Path to Profit”. CrossFit gyms are doing great at keeping people healthy and fit but not that great at pursuing excellence in business. Many times they are martyring themselves -- admirable in the short term but not in the long term. Owning a gym requires a long view and a pursuit of excellence in business. This is not about buying yachts but about being around for years to come. In order to make this happen, it is necessary to get on the path to profit. This is an interactive webinar so be sure to grab a pen and paper to take notes along the way!
In this episode:
Goal Setting Exercise Questions
What do you want to make in 2017? What are you going to learn in 2017? Where will you travel in 2017? What needs to be upgraded in your in 2017? How will you help other people in 2017?
Timeline: 0:18 - Path to Profit Introduction
1:28 - Start of Path to Profit Webinar
3:10 - Learn about Chris Cooper’s Backstory
6:26 - The Underpants Gnomes
8:11 - Fitness vs. Business model and how to balance
9:02 - The basis of making a profit is consistency
11:45 - How to have a dedication to service
13:59 - Grab your pen and paper for a goal setting exercise
20:10 - Do we have to modify profit goals for emotional goals?
22:00 - The step by step math to making a profit
24:09 - Practical ways to build multiple revenue streams
26:21 - Dunbar’s number or the maximum relationships you can retain
27:48 - Unlikely sources for diversifying revenue streams
29:07 - How to determine the amount of clients you need
30:30 - Focus on the easiest goals first
32:06 - Moving from low value goals to high value goals
36:25 - How to implement the prescriptive model and become an authority
40:05 - How the heck do you retire from being an affiliate owner?
41:20 - Why you should focus on the top 10% of potential clientele
43:42 - The REAL Reason gyms aren't successful
46:26 - Q+A TwoBrain mentoring clients get the full webinar with slides and downloads, as well as two more in December!
I used to HATE retail. But I fixed my retail operation. And I asked Matt Albrizio (Forever Fierce) and Bruno Guevremont (Syndicate Gear) to come on the show and tell YOU how to do the same. I no longer inventory extra shirts, or lose money buying stuff my clients don't want. These guys came up HUGE: they put together videos and templates to help. Bruno offered to send a free sample box to any affiliate who wants one. Matt has given you preorder forms and access to his private "reminder" calendar - which makes me thousands every year. It's a huge gift, and thank them for it (not me.)
Are your actions having any effect? Can you prove it?
Jeff Burlingame is the owner of Friction CrossFit in MI, but he spent most of his career managing globo gyms, where he taught staff how to do more personal training business.
At one point, he had 160 trainers working under him. Jeff studied sales techniques for a decade, but after reading "Help First," he realized the best path was to simply help his clients by recommending the best option for them. Now he combines an objection-based approach with the TwoBrain "No-Sweat Intro" and the results are staggering: He's already hit 250% of his 2015 revenue in 2016, and he still has a month to go.
Jeff mentions his "WhyNot" sheet, and walks through each question in the podcast. He's sharing the sheet with Two-Brain mentoring clients for free.
In this interview:
-Jeff’s CrossFit story Learn how to sell more personal training sessions at your box
-Different types of personal training sessions and how to tailor these to your clients
-Breakdown of a proper client assessment and needs analysis
-Jeff’s “WhyNot List” is covered in-depth
-Plus: Balancing family and business
-Selling Treadmills and badmouthing CrossFit
-Birth of Friction CrossFit
About Jeff Burlingame: Jeff Burlingame started out playing Rugby at Michigan State where he received his B.S. in Exercise Science and Fitness Leadership. Wanting to continue with sports and athletics, he became a sales director and personal trainer director for many leading gyms throughout the country. As Jeff’s career advanced and time spent at home with the family became less and less, he was ready for a change. It was at this time that he decided to open Friction CrossFit. Through many ups and downs, Friction CrossFit is now a successful CrossFit affiliate based out of Grand Rapids, Michigan.
Jeff’s Why Not List, for overcoming rejection from new clients is available to members of the Two Brain Business Family exclusively. Be sure to check it out!
Remember to fill out the 2016 affiliate survey. This important survey allows us to better serve affiliates and also allows some time for reflection on where your business has been and where it is headed.
Timeline:
1:32 Jeff Burlingame Introduction
3:14 The Jeff Burlingame Story
4:40 First Personal Training Experience
7:28 Finding CrossFit
11:05 Opening a CrossFit Gym
16:26 Full Time to Friction CrossFit
18:32 How to Sell Personal Training
25:35 Creating New Clients
29:48 Which Training Program Is Right
32:43 Client Body Analysis
35:33 Proper Client Needs Assessment
43:50 Why is Personal Training Important?
Contact Jeff:
http://www.frictioncrossfit.com/about/meet-the-coaches/ https://www.linkedin.com/in/jeff-burlingame-68380286 https://www.facebook.com/people/Jeff-Burlingame/38512666 https://www.facebook.com/frictioncrossfit/?pnref=lhc
What difference did TODAY make? Did you move your business forward...or just go to work?
Where are all the millionaires?After five weekends on the road, Chris reflects on conversations with box owners; the need for models of business success; and how TwoBrain is helping.Then he addresses the "9 Myths Gym Owners Believe" from a blog post last week. The myths were:People join CrossFit for “the community”The most important number to track is how many athletes you haveEveryone except you is doing wellClients choose a gym because of its workout programmingPeople in your town are scared of the word “CrossFit”Average household income in your area mattersPeople seek a low price-point to startGyms with 300 members are successfulSharing thoughts on the election is a great ideaHe also mentioned to the "Should You Deaffiliate?" Podcast (episode 38).
What job are you doing now - a $5 job? $50 job? $500 job?What SHOULD you be doing instead?
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