Stay ConnectedWe’ve already helped 3,000 gym owners become more profitable, and we’re the #1 gym mentorship program in the world.
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.
The Two-Brain Summit is back for its 10th year this June in Chicago, and it’s bigger than ever before!
Get your tickets via the link below and make June 6-7 the most valuable weekend of your entire year.
Headlining the owners side, bestselling author Mike Michalowicz will teach you how to stand out and attract the right customers to your gym. You’ll also hear from fitness business experts such as:
- Matt Souza of “The Sevan Podcast” and “Souza’s Show”
- Street Parking co-founders Miranda and Julian Alcaraz
- Rick Mayo, founder of Alloy Personal Training (1992)
And while you’re leveling up as a gym owner, your coaches will be honing their skills with some of the best in the industry, including:
- HWPO’s Michele Letendre, CrossFit Games coach and former athlete
- Power Monkey’s Dave Durante (gymnastics) and Chad Vaughn (weightlifting), both former elite athletes
- Bill Parisi, fascia expert and founder of Parisi Speed School
Tune in as Chris Cooper presents the full lineup and shares exactly what gym owners and coaches will be working on at the world's biggest gym business conference.
Then, use the link below to get your tickets before prices go up on Apr. 1.
Links
Two-Brain Summit Tickets
Gym Owners United
Book a Call
0:01 - Intro
2:16 - Saturday lineup: Owners
9:18 - Saturday lineup: Coaches
11:50 - Sunday lineup: Owners
18:30 - Sunday lineup: Coaches
For almost a decade, CrossFit affiliate owners followed a misguided mantra:
"CrossFit is done in big groups only."
In 2026, we know this is false. CrossFit is an incredible tool you can use to get clients fit, and you can deliver coaching one on one, in semi-private groups, in small groups and in big groups. The more individual attention a client receives, the higher the rate.
That's critical: High-value services such as PT help CrossFit gyms dramatically increase average revenue per member (ARM). Back in the day, ARM scores of $100-$150 were common, and many gym owners struggled to make a profit.
Now, with PT sales and group-plus-PT "hybrid packages," CrossFit gyms can push ARM north of $200.
Chris Vasseur of Bionic CrossFit is the proof: His ARM is $400+ on the strength of PT sales.
The best part: Vasseur doesn't get slimy to sell PT. He just tells people exactly how to accomplish their goals.
"Want to be able to link 20 double-unders? I can teach you. Let's book a one-on-one slot next week."
It's that simple.
Tune in as host Mike Warkentin gets all the details from a CrossFit affiliate owner who uses real talk and a desire to help to sell lots of PT.
Links
Affinity Marketing: How to Get Clients Fast
0:01 - Intro
0:45 - Who needs more help?
5:29 - PT rates
7:56 - Selling PT
13:30 - New PT clients
16:31 - ARM boosters
What if every one of your clients paid $400 or more per month?
You probably wouldn't need more clients, staff, equipment or space, right?
In this episode of "Run a Profitable Gym," Two-Brain founder Chris Cooper shows exactly how 10 top gym owners have solved the "need more clients" problem by earning world-class revenue from existing clients.
In short, they price coaching services correctly and deliver monster value with premium services such as personal training, small group personal training, semi-private training and nutrition/habits coaching.
These high-value members get results, so they stay longer and refer friends, creating a very profitable business model.
Coop's got key details from our leaders, plus expert perspective to help you drive up average revenue per member in your gym.
Your first target: $205. If you hit that—use Coop's tips!—you can earn $100,000 per year with just 150 members.
Links
0:01 - Intro
4:03 - Leaderboard reveal
6:18 - How they increased ARM
7:50 - Focusing on high-value clients
9:50 - Starting a gym with Two-Brain
In this episode of "Run a Profitable Gym," fitness entrepreneur Daniel Purington reveals the system that produced these world-class stats at Woodslawn Fitness in Oregon:
Daniel serves his members in just 2,000 square feet of space and has capped membership: He accepts just four new members per month.
To acquire the clients he needs to say at his cap, he doesn't run lead ads.
Instead, he uses a clever Affinity Marketing tactic to "replicate" his existing clients: Daniel hosts "retention events" for current members and encourages them to bring their friends and family to the barbecue.
Daniel and host Mike Warkentin dig deep into the affinity plan at Woodslawn to offer up tips to help you earn more hot leads and high-value clients without spending a dollar on ads.
Listen, then plan your own retention-boosting event infused with a clever dose of marketing.
Links
0:01 - Intro
2:51 - Affinity marketing process
6:40 - “Seeding” Google reviews
8:56 - Tracking and annual events plan
19:30 - Dan’s ARM and LEG
23:55 - What to do first
When gym owners need more clients, most jump straight to ads, social media or complicated marketing campaigns.
Another path will produce much better results faster.
In this episode, Two-Brain founder Chris Cooper shares the zero-cost strategy he used to fill a new program at his gym in less than a week: affinity marketing.
Instead of chasing cold leads, use affinity marketing to leverage your best clients' connections: their family, friends and coworkers.
Chris explains how to organize your outreach with an Affinity Marketing Cheat Sheet, run goal reviews that naturally lead to referrals and follow up so conversations actually turn into clients.
Chris' personal results: One text produced 16 clients.
Don’t wait and hope members will refer their friends. Tune in and learn how to build a referral funnel that constantly produces hot leads and high-value clients.
Download the Affinity Marketing Cheat Sheet and other free lead-generation resources via the link below.
Links
Affinity Marketing Cheat Sheet
Gym Owners United
Book a Call
0:01 - Intro
3:48 - The marketing bull’s-eye
6:37 - Affinity Marketing Cheat Sheet
8:49 - Goal review process
14:07 - Follow-up script
Many gym owners hire the wrong mentor for the wrong reasons.
They pick the cheapest option or someone who “really cares.” But "cheap" doesn't mean "effective" and caring isn’t enough.
You need results when you invest in mentorship.
Today on “Run a Profitable Gym,” Chris Cooper walks you through the Mentor Match exercise, a step-by-step process for identifying exactly the right mentor for you.
The exercise reveals which coaching styles have actually worked for you in the past: Some people respond to drill sergeants, while others need questioners or explainers.
The key is finding the style that matches your personality.
Chris also covers the three non-negotiables when choosing a mentor: They’ve done what you want to do, they’re objective (not just supportive), and the investment is uncomfortable enough to ensure you do the work.
Every coach needs a coach. Use the Mentor Match exercise to find the right fit.
Download the free Mentor Match worksheet in Gym Owners United, linked below.
Links
Gym Owners United
Book a Call
1:45 - Mentor Match exercise
13:01 - Find the expert
16:17 - Non-negotiables
19:48 - Do your due diligence
20:51 - A reality check
You have access to endless knowledge and resources, but you can’t seem to put it all together and fix your gym. Why?
In this episode of “Run a Profitable Gym,” Chris Cooper walks you through the mind of a mentor—showing you exactly how they diagnose problems, prioritize solutions and guide gym owners step by step.
He reveals the three reasons gym owners need more money:
- Expenses are too high.
- Number of clients is too low.
- Average revenue per member (ARM) is too low.
Many gym owners say, “I need more leads,” but that’s rarely the real issue. Chris maps out the actual problem-solving process so you can identify your biggest priority.
He explains how to get more clients, increase retention and earn more per member.
You don’t need more knowledge to grow your gym; you need clarity and a step-by-step plan.
Links
Gym Owners United
Book a Call
3:24 - Earn more per member
8:44 - More clients, longer retention
16:51 - Understand your lead funnel
24:43 - The four marketing funnels
33:18 - Make time to grow your gym
Don’t let potential members slip away! Get the free “1-Hour Marketing Audit for Gym Owners” here.
Joe Rouse ran Two-Brain's “1-Hour Marketing Audit” on his gym and uncovered gaps in his funnels—even after 12 years in business.
In this episode of “Run a Profitable Gym,” Mike Warkentin sits down with Joe, owner of Breakaway Fitness & Performance, to find out what he discovered using Chris Cooper’s free marketing audit guide.
Joe thought his funnels were dialed in. The audit proved him mostly right: His lead follow-up, Google Business profile and website all earned top scores.
But the audit also revealed a few critical gaps: His social media posting schedule wasn’t being followed consistently, and his sales process needed better documentation for staff handoff.
In under an hour, Joe walked away with a clear action plan to improve his lead generation and sales—so no more potential members slip through the cracks.
Even experienced gym owners find problems when they audit their marketing. Joe plans to use this guide quarterly to keep his funnels and his sales process running smoothly.
Get the free 26-page guide via the link below and fix your gym’s marketing funnel today!
Links
1-Hour Marketing Audit for Gym Owners
Gym Owners United
Book a Call
2:12 - No. 1 audit discovery
5:08 - What he’s doing right
8:33 - Getting recommended by AI
12:48 - Post-audit action plan
15:40 - Sales process improvements
Your gym is leaking leads. But you can fix it in 60 minutes with this marketing audit.
Get a free copy of the 26-page audit workbook here.
In this episode of “Run a Profitable Gym,” Chris Cooper walks you through a complete one-hour audit of your gym’s marketing funnel—from lead generation to closing sales.
He demonstrates the audit live with his own gym, Catalyst, revealing every problem he finds along the way.
The audit covers four critical parts of the marketing funnel:
Most gym owners think they need more leads. In reality, they’re often getting enough leads but losing them because follow-up is poor, calls to action are unclear or sales processes are weak.
Fix the leaks before pouring more water into the funnel.
Tune in to find out what to look for and how to prioritize fixes. Just one hour of focused work can help you recover thousands of dollars of lost gym revenue.
Get your free copy of the “The 1-Hour Marketing Audit for Gym Owners” via the link below.
Links
1-Hour Marketing Audit for Gym Owners
Gym Owners United
Book a Call
0:01 - Intro
2:26 - Part 1: Lead Generation
15:56 - Part 2: Lead Capture
28:05 - Part 3: Lead Nurture
38:21 - Part 4: Appointment and Close
49:40 - Results
The median gym owner brings home $61,000 per year, but the owners on Two-Brain’s latest leaderboard earn between $189,000 and $357,000 annually. What’s the difference?
In this episode, Mike Warkentin sits down with top earner Ryan McStockard to find out exactly how he secured his spot on the leaderboard.
In 2020, Ryan took zero income in some months just to keep the gym alive. Then, in 2021, he invested in Two-Brain mentorship and rebuilt everything.
Now he consistently earns over $16,000 per month from his gym.
His biggest wins came from adding high-value services, such as personal training, and focusing on improving the client journey: Personal training makes up 34% of his revenue, and his clients stick around for a whopping 42 months on average.
As a Two-Brain mentor, Ryan now helps other gym owners replicate his success.
He’s also in the Tinker Mastermind, where he’s focused on maximizing his income and his lifestyle. His primary goal today is simply “to not miss family dinners.”
Interested in becoming a Tinker? Email Joleen Bingham (leader of Tinker North America) or Lisa Palmer (leader of Tinker Europe) to learn more: joleen.bingham@twobrainbusiness.com or lisa.palmer@twobrainbusiness.com
Links
Gym Owners United
Book a Call
1:07 - Gym overview & low point
5:02 - Revenue breakdown
7:24 - Finding Two-Brain
20:52 - Additions to Ryan’s NOB
31:13 - Retention secret
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