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.
How do you tell a staff member he or she is doing something wrong without getting into an argument?
It's all about establishing a feedback culture, says Per Mattson, Certified Two-Brain mentor.
When you clearly communicate how constructive feedback helps improve the business and makes everyone better, staff members will be more open to receiving—and giving—it.
Here's how to do it.
Links:
Two-Brain Programming
Building a Feedback Culture
Two-Brain Business February Regional Event
When No One Sees Your Vision (and It’s all Your Fault)
The State of the Industry
AGuard
Timeline:
1:56 – Feedback vs. criticism.
3:30 – How to minimize hurt feelings.
6:14 – How to help your staff accept feedback.
7:45 – Leading from the front: Asking for feedback from staff.
13:01 – The scary question brave gyms owners need to ask their staff.
16:04 – How to develop a feedback culture are your gym.
19:10 – What you’ll learn about feedback at the February Two-Brain Regional Event.
20:40 – The biggest mistakes gym owners make when it comes to feedback.
22:11 – The importance of deep listening.
25:01 – Feedback in action: Per and Mike get reps with roleplay.
30:49 – The value of practice.
32:13 – One easy thing you can do to start building a feedback culture at your gym today.
Jim Adams knows a few things about the fitness business—after all, he's been in it for more than 30 years.
He's been a personal trainer in big-box gyms and he's opened his own studio. He's worn all the hats of his business and he's learned how to hire and develop a great team. He's also the founder and host of the Masters in Fitness Business Podcast, where he speaks with successful fitness entrepreneurs.
In this episode, Chris picks Jim's brain on everything from the lessons he's learned developing his business acumen to where the fitness industry is going today and the top marketing mistakes microgym owners make.
Links:
Masters in Fitness Business
Catalyst Strength and Functional Nutrition
Incite Tax: Profit First for Microgyms
Driven Nutrition
Gym Owners Handbook
Contact:
Jim: Jim: trainerjimfe@gmail.net or jim_a@catalyststl.com
Chris: chris@twobrainbusiness.com
Timeline:
1:24 – Scratching his own itch with the Masters in Fitness Business Podcast.
3:24 – Great trainer, bad business owner.
5:18 – Overcoming ego.
7:02 – Where the fitness industry is headed.
10:29 – Why microgyms are perfectly poised to take over the market.
11:12 – What gym owners need to do to set themselves apart.
14:38 – How COVID has changed marketing in the fitness industry.
19:39 – If he could start all over again.
21:10 – The biggest marketing mistake gym owners make.
23:41 – Market to the 80%, not the 20%.
27:23 – Choosing his target demographic.
28:54 – How to appeal to the 80%.
30:13 – The problem with egos in the training business.
32:18 – How to build and maintain a career in fitness.
In Chris Cooper's new book, "Gym Owners Handbook," he writes all about the 400-plus things you need to do to grow your gym and achieve freedom of time and money. In this podcast, he'll tell you how to do each of those things.
Here, Coop starts by teaching you how to measure success in your business, explaining the six areas of excellence you need to develop and how to develop them by tacking actionable steps laid out for you on the Two-Brain Roadmap.
Links:
Get your copy of "Gym Owners Handbook"
"Founder, Farmer, Tinker, Thief"
Two-Brain Coaching
Gym Lead Machine
Timeline:
1:47 – The two parts of your business.
3:24 – Measuring success.
4:54 – Defining success.
6:48 – The six areas of excellence in your business.
9:22 – Taking action.
12:17 – The phases of entrepreneurship.
How many clients does a microgym owner need to be successful? How does he or she find them? And how do operations change as client base grows? The answers are in the data.
Here, Chris Cooper pulls important numbers from Two-Brain's State of the Industry Guide—like how many clients gyms have and how profitable those gyms are—and explains how they're connected.
If you're wondering why you're stuck at 100 clients—or why you've got 300 but aren't making any money—you won't want to miss this episode.
Links:
The State of the Industry guide
The Ultimate Business Plan for Gym Owners
The Tipping Point
Tribal Leadership
How to Start an Online Training Program, With Jonathan Goodman
Founder, Farmer, Tinker, Thief
Gym Owners Handbook
AGuard
Driven Nutrition
Two-Brain Coaching
Contact:
chris@twobrainbusiness.com
Timeline:
5:18 – The stages of tribes.
8:32 – The vocational level: 0 to 5 clients.
10:28 – Getting to the 5- 15-client mark—and establishing a home base.
13:14 – Opening a studio at 15-50 clients.
14:41 – When you hit the ceiling on your time.
18:15 – The hardest jump: going from 50-150 clients.
20:48 – The marketing mistake gym owners make trying to get 150 clients.
22:49 – Hiring according to the value ladder.
24:-04 – Triads: What they are and why you need them.
26:51 – Where gyms go wrong at 150-plus members.
28:24 – You made it to 150. Now what?
31:05 – Systemizing marketing.
33:08 – Want 500 members? You need a unique model.
36:44 – Coop’s journey through each stage of client membership.
41:05 – How Greg Glassman scaled his model.
46:24 – Why 150 clients is a great target to shoot for.
The best coaches know they need coaches, too.
Mike Watson is one of those coaches. As a mentor for Two-Brain Coaching's First Degree course, he helps new and veteran coaches grow as trainers and develop their careers, whether that looks like personal training, group-fitness coaching, nutrition coaching, mindset coaching or something else.
He joined Two-Brain Coaching co-founder Josh Martin to talk in detail about the program and how coaches and gym owners can benefit from it.
Links:
Two-Brain Coaching
Driven Nutrition
Free Tools
Contact:
mike@twobraincoaching.com
Timeline:
1:14 – In the beginning: Training, working and phone-book flipping with Chris Cooper.
4:40 – From training people to training coaches.
6:59 – The Two-Brain Coaching First Degree Course
10:29 – Finding “confidence in our competence.”
11:45 – Incorporating content creation into coaches training.
15:45 – Personal training: the golden opportunity.
21:59 – Personalizing the course experience.
25:00 – Combating burnout.
27:10 – Professor Mike.
29:34 – Two-Brain Programming and the SEMM model.
33:36 – Translating the SEMM model for real-world application.
36:34 – How to get a new coach up to speed with the First Degree Course.
The gyms that had the best retention during lockdown were the ones that customized group programming to every client's needs—and if they keep doing that, they'll continue to be successful long after the COVID crisis is over.
But customization is a lot of work. That's where Two-Brain Programming comes in: to help gym owners deliver excellent, customized service while saving time and money.
A Two-Brain Programming membership comes with in-person and remote programming tracks, each with briefs customized for three unique client avatars.
Depending on membership tier, you'll also get daily session plans, video briefs, coaches development videos, built-in opportunities for coaches to advance their careers and daily SEMM (sleep, eat, move, manage) programming. Current Two-Brain Growth clients have access to Tier 1 for free and Tier 2 at a discounted rate.
Here, Brooks DiFiore explains the program and its benefits in detail.
Links:
Two-Brain Programming
Two-Brain Programming Instagram
Forever Fierce
Incite Tax: Profit First for Microgyms
The State of the Industry 2020
Timeline:
1:18 – Filling the gap with Two-Brain Programming.
3:30 – Workout-focused programming vs. client-focused programming.
4:05 – What you get.
6:12 – The three client avatars.
8:38 – The point isn’t to just copy and paste; it’s to build relationships with clients.
11:11 – The two tiers of Two-Brain Programming.
14:38 – Incorporating SEMM coaching.
19:02 – Built-in opportunities for professional development.
21:45 – Syncing with the Prescriptive and Help First models.
25:31 – A sneak peek.
27:59 – How to start a 30-day free trial.
The average long-term value of a client at CrossFit MASS is over $10,000.
So what's owner Joe Venuti's secret? Is it about rates? Specialty programs? Sales wizardry? And how does he plan to keep that number high?
Mike Warkentin digs in with all those questions and more in this episode of Two-Brain Radio.
Links:
CrossFit Mass
Incite Tax: Profit First for Microgyms
Driven Nutrition
The State of the Industry 2020
Timeline:
2:28 – Where does high LTV come from?
4:04 – Factoring in ARM and LEG.
7:40 – How CrossFit MASS achieved average client retention of 41 months.
8:46 – The rate debate: to grandfather or not.
15:42 – Weighing long-term value of raising rates vs. grandfathering long-term clients.
19:52 – Client retention.
24:42 – Joe’s advice to gym owners looking to increase LTV.
26:04 – Replicating seed clients.
You've heard of ARM (average revenue per member) and LEG (length of engagement), but what do you know about LTV—lifetime value?
Lifetime value is just what it sounds like: how much a client pays you over the course of their entire relationship with your business. And at Chalkline CrossFit in California, it was over $9,000 per client in October.
Here's how owner Emily Cabral achieved such a high number and why LTV is an important figure to track.
Links:
Chalkline CrossFit
Gym Lead Machine
Two-Brain Coaching
The Big Win: When Your Gym Supports Your Lifestyle
Make More Money for Years: Amazing Client Onboarding
The State of the Industry guide
Timeline:
2:44 – Calculating LTV.
6:00 – The secret sauce.
9:36 – Dealing with the icon problem.
13:40 – Planning to raise ARM.
14:11 – Advertising and LEG.
19:49 – How LTV informs decision-making and spending.
25:58 – Advertising in the post-COVID era.
27:27 – Using the 90-day challenge as an entry point for prescriptive selling.
31:52 – The key to high LTV.
The COVID crisis fast-tracked the evolution of the fitness industry, but it's about more than online coaching. The gyms that retained the most clients were the ones whose coaches had the deepest relationships with those clients—and that means teaching more than exercise.
That's why Two-Brain Coaching teaches the SEMM model: Sleep, eat, move, manage. World-class coaches help their clients with all four pillars because that's what will get them the best results.
Here, Two-Brain Coaching's Josh Martin explains how coaches can use each pillar to deliver (and charge for) higher-value services—and why the future of coaching revolves around a holistic approach.
Links:
Two-Brain Coaching
Gym Lead Machine
Forever Fierce
An Economist Walks Into a Brothel With Allison Schrager
Free Tools
Timeline:
1:05 – How the COVID crisis transformed coaching.
1:54 – The four pillars of the SEMM model of coaching.
3:58 – Why coaches should teach more than exercise.
5:56 – How to use SEMM in group training.
7:41 – How coaches benefit from coaching all four pillars.
9:37 – How one gym owner more than doubled nutrition-coaching revenue during COVID.
11:30 – The Two-Brain Nutrition Coaching course and a habits-based approach.
15:10 – Creating content to attract and keep clients.
19:17 – Mindset coaching: What it is and how to do it.
24:37 – How technology helps and hinders coaching.
28:48 – Listening to your clients instead of fighting against them.
Certified Two-Brain Mentor Josh Price has mentored some of the best gym owners in the business—including four of this year’s Two-Brain Award winners.
Here’s what they have in common, how they’ve become so good at what they do and tactics you can use to level up your game in 2021.
Links:
When No One Sees Your Vision (and It’s all Your Fault)
How to Be a Better Leader in 2021
The State of the Industry
The Big Win: When Your Gym Supports Your Lifestyle
Sinking Ship to Rocket Ship: How Brandon Evans Did It
Consistent 30% Profit Margins: How Mike Collette Does It
When Your Clients Want to Tell the World About You
The Fired Client Rebellion and the Comeback of the Year
The Secrets of Incredible Staff Development
Creating a Culture of Care at Your Gym
The Second Shutdown Plan for Gym Owners
Two-Brain Coaching
Incite Tax: Profit First for Microgyms
Timeline:
2:27 – The common thread between Two-Brain’s top gym owners.
5:20 – What you need to be a great leader.
8:23 – How to get your team on the same page.
10:34 – Narrowing your vision.
14:21 – Mentorship and the Two-Brain Roadmap.
18:15 – The one thing every successful gym owner does.
20:07 – Responding to objections to mentorship.
23:54 – Numbers never lie.
27:20 – What to do today to start strong in 2021.
29:12 – Using tactics to prepare for when plans go awry.
33:12 – How to connect tactics to your vision.
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