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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.
Raising rates at a gym can be scary, but it doesn’t have to be—if you have help from a business expert. When done correctly, a rate increase can strengthen your business and allow you to provide greater value to your members.
In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Chris Lomen, owner of Ripple Effect Community Fitness, who raised his rates by 15 percent and didn’t lose a single member.
Chris shares exactly how he planned and communicated the price change, why annual increases are a smart business move, and how he overcame his fear of upsetting clients.
He and Mike also discuss common pricing mistakes, how to phase out discounts and why keeping rates too low actually hurts both gym owners and members.
If you’re hesitant about increasing your prices, tune in to hear this gym owner’s top tips, then get a mentor's help to plan a rate increase that will improve your P&L statement so you can serve members better.
To learn more, check out our episode with Greg Strauch, a Two-Brain mentor who has helped nearly 100 gym owners implement successful rate increases, linked below.
Links
Greg Strauch Episode
Gym Owners United
Book a Call
01:45 - Real rate increase numbers
08:24 - Planning the rate increase
13:38 - How members responded
17:11 - Why remove discounts?
19:52 - No. 1 tip for gym owners
Most gym owners don’t make enough money—not because they need more clients but because their rates are too low.
In this episode of “Run a Profitable Gym,” Chris Cooper explains how to set your prices the right way so your gym becomes profitable and pays you what you deserve.
Too many gym owners copy their competitors’ pricing or assume their clients can’t afford to pay more. Chris walks you through a better approach, starting with using the Rule of 50 to determine your minimum membership price.
He explains how to set a target for average revenue per member (ARM) and why constantly chasing more clients won’t increase your gym’s profitability if your rates are too low. Using a profit-and-loss statement (P&L), he shows you exactly how to calculate rates that cover your gym’s expenses with 50 members so you can build a strong, profitable business.
To download Chris’ sample P&L, join Gym Owners United.
And find out what other gyms are charging in our “State of the Industry” guide, linked below.
Links
"State of the Industry" Guide
Gym Owners United
Book a Call
03:35 - Find your break-even point
08:17 - Average revenue per member (ARM)
14:12 - Do you need more clients?
18:00 - Increase ARM without raising rates
20:29 - Recap: How to set rates
When a nearby gym shuts down, its members risk losing their momentum—but you can step in to offer them a welcoming community where they can continue their fitness journeys.
That’s just what Matt Michaud, owner of EverProven, did when two gyms in his area closed their doors.
This influx of new members helped his gym earn a spot on all three of our sales leaderboards: set, show and close rates. In one month, Matt's gym closed a whopping 22 sales in 28 appointments.
The key is that Matt led with a Help First mindset: He and his staff focused on helping displaced members keep their fitness on track, without being pushy or “salesy.”
In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Matt, who details the exact steps he took to ensure a seamless transition, from initial communication with the previous gyms’ owners to adjusting his systems to handle rapid growth.
You never know when a gym near you might be forced to close, so tune in to ensure you’re ready to help.
Links
“Help First” by Chris Cooper
Gym Owners United
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01:08 - Helping displaced gym members
08:12 - Mechanics of outreach
14:15 - Prescriptive Model with groups
20:46 - Avoiding staff overwhelm
23:51 - Long-term lead nurture
In this episode of “Run a Profitable Gym,” Chris Cooper reveals the monthly leaderboards for set, show and close rates in top gyms around the world.
These gyms aren’t just getting a ton of leads—they’re following through by booking appointments, getting people to show up and closing sales.
Chris shares the exact strategies these top performers are using, from lead-nurture systems to high-converting sales processes.
He also highlights four owners whose gyms landed on all three leaderboards. You’ll hear from one of them, Matt Michaud, in our next episode, airing Feb. 27.
Tune in to learn how some of the best gyms in the industry are dominating sales and marketing, then take action to improve your sales funnel.
Links
Gym Owners United
Book a Call
00:51 - Key marketing metrics
03:44 - Leaderboard breakdown
07:36 - Gyms on all three leaderboards
11:37 - Tips from the leaders
18:54 - Where to learn more
If your leads are “bad” but you aren’t publishing solid organic content regularly, you're missing a key part of your marketing plan.
Why should complete strangers give you the time of day? They don’t know you, like you or trust you.
The solution: Use organic content to build trust before your conversation starts. Leads who have already seen your face, your business and your happy clients will be much more inclined to respond when you reach out and offer help. And when they need help, they’ll come to you first.
In this episode of "Run a Profitable Gym," gym owner and marketing expert Kieran O’Dwyer joins host Mike Warkentin to present a simple but incredibly effective four-post content cycle fitness entrepreneurs can use over and over to warm leads fast.
If you follow Kieran’s detailed instructions, you’ll build trust, earn better leads and dramatically improve conversion rates in the sales office.
Links
"The Golden Hour" by Chris Cooper
Book a Call
0:43 - Are there bad leads?
5:32 - Great organic marketing
7:54 - Social-media content plan
19:29 - Content production and AI
24:08 - Next-level content
Want to get 30 new leads for your gym in 30 days without spending a dime on ads?
Today on “Run a Profitable Gym,” Chris Cooper walks you through 10 proven no-ad tactics for generating more leads—including selling by chat, making "5130 posts," actively generating client referrals and creating lead magnets.
Chris breaks down each tactic step by step, showing you how to use them to start more conversations, generate interest and bring in clients organically.
You might decide to try all 10 or go all-in on just one. The key is to take action, track your results and repeat what works.
If you’re a gym owner who’s tired of chasing after leads and coming up empty, tune in now and grab your free guide in Gym Owners United, using the link below.
Links
Gym Owners United
Book a Call
01:13 - Sell by chat & 5130
04:08 - Generate referrals
09:38 - Old leads & former members
12:44 - Happy clients & lead magnets
15:33 - Host a seminar or event
Growing a gym from $800 to $25,000 per month doesn’t happen by accident.
Gym owner Ian Smith achieved this revenue increase by working with a Two-Brain mentor to refine key entrepreneurial skills.
In this episode of “Run a Profitable Gym,” Ian breaks down the five skills that fueled his gym’s growth: objective reflection, focus, tact, forward thinking and an abundance mindset.
Objective reflection has allowed him to make data-driven decisions instead of emotional ones, and focus has helped him eliminate distractions and dial in on the work that moves his business forward.
Practicing tact has empowered him to better handle tough conversations, and he’s used forward thinking to plan for long-term growth.
Finally, by adopting an abundance mindset, he’s become more confident in his gym’s ability to provide value to clients—and ensure they see that value.
Tune in to learn how to apply these skills and grow your gym.
Links
“The Golden Hour”
Gym Owners United
Book a Call
02:25 - Objective reflection
05:05 - Improving focus
09:10 - Tact and de-escalation
13:02 - Forward thinking
17:34 - Abundance mindset
Here’s a hard truth: You might be the main reason your gym isn't more successful.
Today on “Run a Profitable Gym,” Chris Cooper shares five essential entrepreneurial skills that will help gym owners break through self-imposed limits:
- Focus
- Objective reflection
- Tactful action
- Forward thinking
- Cultivating an abundance mindset
He also explains why knowledge alone isn’t enough and provides practical tips for honing these skills and applying them to your business.
You’ll learn how to better handle tough conversations, make proactive decisions and develop a mindset that fosters long-term success.
Tune in to learn how to master these skills and remove the ceiling on your gym's growth.
Links
Gym Owners United
Book a Call
03:23 - Focus and do the work
6:52 - Objective reflection
10:05 - Tact and de-escalation
14:12 - Forward thinking and problem solving
16:18 - An abundance mindset
As a gym owner, you understand the value of coaching. In fitness and business, the right coach will accelerate your success.
In this episode of “Run a Profitable Gym,” Chris Cooper leads you through a simple exercise for finding the best business mentor for you.
You’ll be prompted to reflect on wins throughout your life and identify coaching styles that helped you achieve them.
Chris also explains some of the most common mistakes gym owners make when choosing a business coach and shares tips for ensuring you find someone who can actually deliver the results you need.
By the end of the episode, you’ll know what to look for in your ideal mentor.
Use the link below to download your Mentor Match Worksheet.
Links
Mentor Match Worksheet
Gym Owners United
Book a Call
02:33 - Reflect on your wins
04:27 - Who were your coaches?
06:32 - Identify leadership styles
07:56 - Look for common themes
11:14 - Find the right mentor
Today on “Run a Profitable Gym,” Two-Brain Business founder Chris Cooper breaks down the four types of business mentorship available to gym owners and explains why one-on-one mentorship delivers the best results.
He also dives into the pros and cons of masterminds, group coaching and roundtables, revealing what works—and what doesn’t—for gym owners at different stages of growth.
Two-Brain Business delivers one-on-one mentorship: Your mentor will help you set goals and develop a plan to accomplish them, and you'll receive all the accountability and assistance you need to take action. A mentor will help you score quick wins, learn to focus, grow your gym and improve your lifestyle.
When Two-Brain mentees reach $100,000 in annual earnings, they gain access to a mastermind group full of high-level mentors and elite gym owners who provide peer support, networking, brainstorming and experienced-based advice. This group meets four times a year in person, and outside subject-matter experts are brought in to provide coaching on specific aspects of entrepreneurialism.
Tune in if you’re ready to make faster progress, avoid costly mistakes and use your gym to build the life you’ve always wanted!
Links
Gym Owners United
Book a Call
00:43 - Mentorship and coaching
04:51 - 1-on-1 mentorship at Two-Brain
7:40 - Masterminds: pros and cons
12:13 - Group coaching: pros and cons
16:26 - Roundtables: pros and cons
20:17 - Choosing the right model
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