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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.
Gym owners in Two-Brain’s Tinker group have hit about $100,000 in net owner benefit and are working toward reaching $1 million net worth. In fact, the program has certified 54 millionaire gym owners—with seven earning that status in the last quarter alone.
Today on “Run a Profitable Gym,” Mike Warkentin sits down with Joleen Bingham, one of the program’s leaders, to explain exactly how top gym owners use Tinker to level up.
Tinkers focus on four pillars that strengthen their businesses and personal lives: wealth, leadership, lifestyle and scaling.
- Wealth: creating a legacy for your family.
- Leadership: fixing yourself so you can fix your business.
- Lifestyle: increasing happiness, health and freedom.
- Scaling: expanding your gym or making other investments.
Gym owners in the Tinker program attend four in-person meetups per year with workshops and expert speakers, and they meet weekly online to learn and solve problems together. They also have access to mentors and a huge pile of resources in a special toolkit.
Perhaps the most valuable part of the Tinker group is the relationships with like-minded gym owners who share similar goals. It's common to hear stuff like this at a Tinker meet-up: "I've done what you want to do. Here's exactly how I did it, and here's how you can avoid a few mistakes I made."
Whether you’re just getting started with your gym or you’re several years in, you don’t have to go it alone. A Two-Brain mentor can help you reach the next level of entrepreneurship.
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2:10 - Millionaires before and after
6:37 - Tinker program structure
9:35 - Weekly call and accountability
13:55 - Imposter syndrome
18:17 - Are you a future Tinker?
You have access to tons of information about growing your gym, so what’s keeping you from getting results on your own?
Just like the clients in your gym, you need a coach—someone to help you set a goal, build a plan to accomplish it and stick to that plan.
Today on “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper outlines the phases of Two-Brain mentorship and explains exactly how they’re designed to help fitness entrepreneurs grow their businesses fast.
Two-Brain clients are set up for quick wins—such as more high-value clients—in the early phases, with a goal of reaching income of $100,000 a year (or more) in phase three. Along the way, a mentor helps the gym owner make informed decisions, stay focused and do the work.
By the time you reach the fourth phase of mentorship, you’ll be paying yourself a great wage and providing real careers for your staff. Then you’ll start focusing on investing in your future, whether that’s expanding your gym, buying your building, opening more gyms, starting another business or putting your money into low-risk investments.
Tune in to hear the full overview and learn how Two-Brain Business can help you build a better gym and change more lives in your community.
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3:52 - Phase 1
7:57 - Phase 2
8:56 - Phase 3
13:41 - Phase 4
21:06 - Phase 5
Gyms are fragile businesses. Seasonal fluctuations, local competition, staff departures, economic changes and even pandemics can all reduce or eliminate profit.
At a recent meetup for top gym owners, Two-Brain mentor Kenny Markwardt laid out a plan to help entrepreneurs prepare for a financial downturn.
In this episode of “Run a Profitable Gym,” Kenny walks through his four-stage plan with host Mike Warkentin.
Performing a stress test will help you see just how prepared your business is for a worst-case scenario.
Kenny—who owns Sandpoint Strength and Conditioning in Idaho—explains how you can strategize for revenue dips ranging from 10 to 40 percent. Some of the tactics include eliminating costs, putting off non-essential purchases, helping staff generate more revenue and negotiating with landlords.
Tune in to learn how to increase your ability to survive a financial downturn. You’ll sleep better knowing you have a plan.
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Read more on Affinity Marketing: The Prescriptive Model
Cutting tiny classes: How to Kill Poorly Attended Classes
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1:21 - Helping gym owners find clarity
6:29 - Plan for potential revenue loss
10:23 - The impact of larger revenue loss
18:57 - Hiking through Death Valley
28:56 - Plan now even if you’re doing great
Gym owners give their members reps to help them get results, and business experts do the same thing with their clients.
In this episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper presents several common scenarios gym owners face regularly. If you practice operating in these situations, you’ll be ultra-prepared when they come up in the real world. And your gym business will grow.
Chris gives you practice reps for selling, performing goal review sessions, using the Prescriptive Model, generating referrals through Affinity Marketing and having hard conversations (think firing staff or raising rates). Then he shares tips for navigating these situations like a true pro.
You don’t want to get your reps "when it's real." For example, it’s too expensive to fumble around and lose clients in the sales office while you gain experience. Instead, practice having these critical conversations with your coaches, your spouse or your dog. Or even talk to yourself in the mirror.
If you put in the reps as an entrepreneur every single week, you’ll soon have an A+ fitness business.
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Read more: The Prescriptive Model
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1:24 - Sales: sell to your dog first
2:57 - Practice the sales scenarios
8:29 - Getting referrals
12:04 - Hard conversations
15:10 - Build good habits: do your reps
“We've documented absolutely everything in our sales process,” says closing king Brian Foley, owner of Activate gym in Killarney, Ireland.
Brian and his team at Activate were on the July leaderboard for close rate, which ran from 22 to 34 new clients.
In this episode of “Run a Profitable Gym,” host Mike Warkentin grills Brian on his impressive sales funnel to find out how his gym closes so many new members.
For starters, Brian has processes for absolutely everything, from the moment a lead enters the funnel to handling objections in the sales office to onboarding and beyond.
Get this: Leads booked 27 appointments at Activate, 24 showed up for their meetings, and 22 of them purchased. Of the two who didn’t buy, one was referred out to a gym that would be a better fit for her.
Brian and his team are constantly auditing their sales system to see how they’re doing, and they make improvements whenever the metrics highlight an issue.
Activate has a dedicated client success manager (CSM) who handles 99 percent of sales, and she does so with a Help First mentality. There’s no slimy, pushy, buy-buy-buy pressure. She truly wants to help people become healthier and fitter through the gym, and this attitude shines through during the No Sweat Intro (NSI) process.
To her, it’s not “selling.” It’s “helping people solve their problems.” That mindset shift makes all the difference when you’re sitting in the sales office.
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Chris Cooper’s “Help First”
Read more: The Prescriptive Model
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1:02 - Having a tight sales funnel
5:24 - Simplifying the sales process and pricing sheets
11:25 - Solving problems by watching your numbers
18:05 - Help First and Help Best drive sales
26:33 - Closing tips
Last year, Facebook generated US$131 billion in ad revenue, proving that paid ads work—but they don’t work for everyone.
In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Two-Brain chief marketing officer John Franklin to break down why some gym owners struggle with paid ads while others have great success.
The most common ad mistakes gym owners make are not understanding key metrics, underspending and giving up too early.
John also details the common flaws of unsuccessful ad campaigns, including straying from proven offers, using ineffective images and headlines, and targeting too broad of an audience.
Tune in to learn how to avoid critical mistakes and successfully funnel new leads into your gym with digital marketing.
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0:39 - Why do people avoid running ads?
6:26 - Underspending and advertising
11:32 - Do we need to run paid ads?
17:10 - Reasons gym owners say ads don’t work
25:27 - Don’t kneecap your ad campaign
Ivan Racic’s gym, CrossFit XV in Croatia, has tripled its revenue since joining the Two-Brain Business mentorship program three years ago, and month after month Ivan is consistently earning more.
This July, Ivan landed on Two-Brain’s marketing leaderboards for set rate and show rate—the number of leads who book appointments and the number of bookers who actually show up.
Today on “Run a Profitable Gym,” host Mike Warkentin learns exactly how Ivan managed to book so many appointments and get so many people to show up for them.
Ivan says using paid ads and hiring a client success manager (CSM) were key decisions that his mentor, Taryn Dubreuil, helped him make.
Marketing mentor Colm O’Reilly guided Ivan through setting up highly effective paid ads, which he spends just $5 a day on. Ivan’s CSM reaches out to new leads within 24 hours, and she also has a list of daily, weekly, and monthly marketing and retention tasks—and she does it all in only six to seven hours a week.
Tune in to hear the full episode and learn how to give your salespeople more chances to help clients change their lives.
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0:52 - Paid ads and new members
5:36 - What does Crossfit XV offer?
9:10 - How Ivan brought people to the gym
17:40 - Ivan's ad hook
23:08 - Ivan’s plan for the future
Are you using your leads to grow your gym?
In this episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper presents the monthly leaderboards for set, show and close rates.
The owners of the gyms on our leaderboards have mastered key areas of the marketing funnel: they get leads to set appointments, they work hard to ensure people show up, and they change lives by closing sales.
Chris shares proven practices from these top gym owners, including tracking metrics weekly, hiring a client success manager (CSM), training staff regularly and investing in mentorship.
Listen to the full episode to learn how to systemize, optimize, and automate your sales and marketing so your gym can help more people, provide careers for your staff and thrive for 30 years or more.
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01:49 - July 2024 appointments set
2:55 - July 2024 shows
3:42 - July 2024 closes
4:59 - Who is best at all three?
6:19 - Quotes from the leaders
Today’s guest, Joleen Bingham, has developed an ascension model to help you retain staff by creating careers for them. Since implementing the model, Joleen’s staff retention has improved, and she has multiple team members earning over $100,000 a year.
In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Joleen, a multi-gym owner and the leader of Two-Brain’s Tinker program for upper-level gym owners.
Joleen’s model begins with a consistent, structured hiring process that eliminates many staffing problems before they appear.
The onboarding stage features a clear checklist and standard operating procedures (SOPs) that document expectations, and the owner's values and vision for the gym are communicated.
Once a staff member has been onboarded, the model focuses on development, moving from basic to more complex skills. Owners also mentor team members to help them work in areas of passion.
The next step is growth and retention. Career Roadmaps are a huge focus here: They help staff members become leaders and stick around long term.
The final component is the exit: ensuring you have a strategy for when staff members eventually leave.
Tune in to hear Joleen’s full staff ascension plan and to get an exclusive look into Two-Brain’s resources for clients.
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Mentorship: Tinker/Stage 3
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1:55 - Mistakes and how to fix them
4:44 - Staff ascension template
19:16 - Growth and retention
25:51 - Decrease your turnover
31:41 - Take action with staffing
A link is missing between credentials and careers in the fitness industry—and it’s costing gym owners a lot of great people.
Common story: A trainer starts making $20 per class and works up to coaching 40 sessions a week. But the trainer isn’t making enough money and can’t see a way to make more without burning out. So the coach leaves the fitness industry to “get a real job.” The gym owner shrugs and tosses another coach into the cycle.
Sound familiar? If so, this episode of "Run a Profitable Gym" is for you.
Host Mike Warkentin and gym-owning mentor Karl Solberg discuss the detailed coach ascension program used at CrossFit Medis and CrossFit Sickla in Sweden.
The model allows trainers to level up as they develop and add the skills that bring more value. Clients get better results and pay more, the gym earns more, and the coach earns more and creates a career. Everyone wins.
The first step: Create an evaluation for your coaches and then review their performance regularly to ensure they’re improving.
To go further, review Karl’s system and consider building something similar to create careers for coaches at your gym.
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1:43 - Ascension plans increase value
3:35 - Levels increase value
6:48 - The coach ascension plan
10:48 - A detailed look at the plan
32:53 - Creating and implementing
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