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.
There's never been a resource like this before. Eighty-four pages of data-backed information on the state of the fitness industry, including:
Download it for free and follow along as Chris Cooper unpacks the data and explains what it means for gym owners like you.
Links:
The State of the Industry
Two-Brain Coaching
Wodify
Arbox
AGuard
Rigquipment
Incite Tax: Profit First for Microgyms
Gym Lead Machine
"Founder, Farmer, Tinker, Thief"
"Gym Owners Handbook"
Regional Meetups
Timeline:
1:48 – The fitness industry’s greatest test.
9:47 – How to read this report—and what it can do for you.
11:09 – Where the data comes from.
15:28 – Which gyms are the most profitable?
20:24 – Owner hours worked.
23:25 – Investment in marketing software.
25:13 – Profitability and years in business.
28:03 – Monthly expenses.
29:10 – Monthly spending and profitability.
31:47 – The cost of running a gym by segment.
34:39 – Owner hours worked by segment.
36:32 – Effective hourly rate across segments.
39:21 – Revenue models.
41:03 – Percentage of revenue from group training.
42:36 – Percentage of revenue from personal training.
43:19 – Personal training and pricing.
46:58 – Online coaching.
48:19 – Percentage of revenue from nutrition coaching.
48:34 – Supplement sales.
50:41 – Kids classes.
51:18 – Revenue structure by owner-estimated value.
53:44 – Digital marketing.
56:16 – On working with marketing agencies.
57:14 – The cost of a new lead.
58:10 – Conversion rates.
58:52 – Staffing.
1:00:51 – Coach compensation.
1:02:13 – Partnerships and business structure.
1:03:37 – Owner-estimated value.
1:05:24 – COVID-19.
1:07:09 – Gym size.
1:08:52 – CrossFit: Affiliation, affiliation and reaffiliation.
1:10:27 – Demographics and attendance data.
1:13:15 – Average revenue per member and length of engagement.
1:14:28 – Revenue and profitability.
1:16:06 – Leads and close rates.
1:17:58 – Cancellations and closures.
1:19:02 – Financing.
1:20:26 – How Two-Brain gyms compare.
1:24:10 – Who will lead the fitness industry moving forward? CrossFit Inc.?
1:27:21 – Gym associations?
1:29:16 – Franchises?
1:31:37 – Certifying bodies?
1:33:18 – Using data to let the best gyms lead.
1:34:41 – Bringing the best gym owners together.
1:38:53 – New tools from Two-Brain to help gym owners succeed.
If you're a gym owner, you're also a leader—whether you like it or not. You set the example for your staff and members, and how well you lead has a direct correlation to how well your business performs.
But what does good leadership look like? And can you get better at it if it doesn't come naturally?
Here, certified Two-Brain mentor and gym owner Anastasia Bennett shares five characteristics of great leaders and how to develop them.
Links:
WOF Strength and Conditioning
Wodify
Forever Fierce
When No One Sees Your Vision (and It's all Your Fault)
Free Tools
Timeline:
1:26 – Good leaders have clarity.
3:35 – Good leaders build relationships based on trust.
4:52 – Good leaders are consistent.
6:50 – Good leaders have the courage to make decisions.
8:19 – When over-communication is a good thing.
10:22 – Motivate, don’t manage.
13:55 – Are leaders born or made?
16:13 – Building leaders by building confidence.
19:08 – How mentorship can help build confidence.
20:48 – Communication 101: Know your audience.
22:47 – Stick to the point.
25:10 – Communicate often.
27:58 – The importance of body language.
30:26 – To improve leadership and communication skills, start with your vision.
32:06 – Give credit where it’s due and take responsibility when it’s needed.
32:48 – Ask questions.
Oskar Johed and business partner Karl Solberg have some of the best Net Owner Benefit numbers in the Two-Brain family. That means their business is working to their benefit and providing things like good salaries, dividends, pension plans, life insurance and more.
But you don't get a high Net Owner Benefit by accident. The owners of CrossFit Medis in Sweden are now reaping the benefit of years of careful decision-making that has made their business profitable.
Tune in to learn what Oskar and Karl have done to grow profit, revenue and Net Owner Benefit over the years and how you can start doing it, too.
Links:
CrossFit Medis
Driven Nutrition
Gym Lead Machine
Free Tools
Timeline:
2:12 – What is Net Owner Benefit?
4:05 – Using taxes to maximize Net Owner Benefit.
8:28 – How the owners of CrossFit Medis got where they are now.
11:46 – How Oskar and Karl increased profit margins.
13:52 – The biggest mistakes gym owners make that keep them from achieving high Net Owner Benefit.
18:07 – How defining your avatar can increase revenue opportunities.
20:02 – Managing costs—including staffing.
23:17 – Letting time and the compound effect work for you.
25:33 – The power of getting outside perspective.
In September, Pep Leppers got 40 leads. All of them booked appointments, 39 showed up and 28 of them bought something.
You could call it a lucky month, but he's maintained those numbers—a set rate of 30-40, a 95 percent show rate and a 70-80 percent close rate—ever since.
Learn how he does it and how you can improve your gym's set, show and close rates in this episode.
Links:
All Round CrossFit
Arbox
AGuard
Free Tools
Timeline:
1:37 – The history of Pep’s metrics.
2:52 – Where do his leads come from?
3:14 – Pep’s approach to affinity marketing.
7:30 – How Pep customizes Facebook marketing for success.
12:14 – The importance of consistency between your ads and your website.
14:58 – A glimpse at Pep’s approach to lead nurture.
21:07 – How Pep prevents no-shows before they happen.
26:19 – The one-hour intro session: Why it’s worth it.
31:25 – The best of both worlds: the No-Sweat Intro and the Sweat Intro.
42:03 – How Pep’s numbers have changed since September.
43:53 – Two simple steps struggling gym owners can take today to improve set, show and close rates.
After Jen Broxterman switched her nutrition-coaching program from a macros-based method to a habits-based method, her revenue increased from $40,000 a year to $150,000. When Lindsey VanSchoyck made the switch, hers went from $56,000 to $116,000—and her length of engagement went from three or four months to almost a year. Here’s how you can get the same results.
Links:
Two-Brain Coaching
Take the Two-Brain Coaching Nutrition Course
Gym Lead Machine
Free Tools
Timeline:
2:16 – Habits-based nutrition coaching vs. counting macros.
3:27 – How habits-based coaching leads to greater client consistency, success and length of engagement.
6:14 – Why gym owners should consider making the switch: ease of implementation and insurability.
8:49 – How habits-based nutrition coaching helped Jen and Lindsey double their revenues.
11:08 – Why it works.
14:04 – How habits-based nutrition coaching improves client length of engagement.
16:20 – Client success with habits-based nutrition coaching.
17:38 – Doctor-approved.
19:06 – Research to back it up.
22:50 – How to transition clients from macros to habits.
24:07 – Macros aren’t the devil—but obsessive counting doesn’t lead to results.
26:26 – A plug-and-play program for gym owners.
Some of the toughest lessons about leadership Ashley Haun learned in an ocean storm.
The co-owner of Nika Athletics was a contestant on Eco-Challenge Fiji, a 10-day expedition race and TV show. During the race, Ashley and her team had to sail an ancient sailboat with no wind, climb a volcano in the dead of night and more.
It was a grueling physical test—and a great lesson in leadership. Here's what the ordeal taught Ashley about running a business.
Links:
Wodify
Incite Tax: Profit First for Microgyms
Book a Free Call
Timeline:
1:10 – Getting on the show.
2:08 – Training for the race.
3:14 – An unexpected challenge.
4:49 – The race experience.
8:17 – The toughest challenge: teamwork.
9:50 – Lessons in leadership.
12:51 – How to lead in a crisis.
15:14 – Investing in your team.
17:15 – Hard things make strong leaders.
It's exciting to get lots of leads, but what really matters is how many of them show up—and how many buy.
Matt Andrus, owner of Sequoia Fitness in Oakland, California, closed 75% of his leads in September. In this episode, he shares how he does it.
Tune in to learn his approach to advertising, lead nurture and sales—and how he builds trust with potential new clients.
Links
Sequoia Fitness
Incite Tax: Profit First for Microgyms
Two-Brain Coaching
The Surge: Why Some Gyms are Thriving After COVID
Book a Free Call
Timeline:
2:02 – A look at Matt’s automations.
3:55 – Analyzing the data.
6:27 – Surfing the Surge.
8:18 – What he did to close 75% of leads in September.
11:16 – Evolving from the old school.
14:59 – Pamphlets and sandwich boards.
17:45 – Rustic but sophisticated.
21:48 – What the luxury hotel industry taught Matt about sales.
24:09 – “Not a consult, but a conversation.”
27:27 – You have to believe your product is worth the price.
32:16 – Teaching staff to sell.
36:35 – “Hire for attitude, train for aptitude.”
41:02 – Successful No-Sweat Intros.
48:22 – You have to listen.
Molly Kieland owns Fuelhouse Gym in Seattle, Washington, and she's the winner of Two-Brain's Gym of the Year: Right Brain award for awesome gym culture.
But it takes more than good feelings to win that award; you've got to have the numbers to back it up.
Here, Molly joins Tiffy Thompson to talk about how she maintained a strong culture at her gym during the COVID crisis and how she maintained profitability throughout—including increasing monthly personal-training revenue from $6,000 to $17,000 per month.
Links:
Fuelhouse Gym
Incite Tax: Profit First for Microgyms
Two-Brain Coaching
Gym Owners United
Timeline:
1:23 – About the Gym of the Year: Right Brain award.
2:44 – Reacting to the COVID crisis.
4:38 – Shifting online and the learning curve that went with it.
5:44 – Maintaining community during lockdown.
8:50 – Retention and engagement during the pandemic.
14:07 – Dealing with the stress of the pandemic while in a leadership position.
15:59 – Bright spots that came out of lockdown.
18:50 – Increasing personal-training revenue during COVID.
21:21 – The future of Fuelhouse.
It's been a hard year—for many gym owners, the hardest they've ever endured.
But it's also been filled with opportunities to learn, to become anti-fragile and to fast-track evolution. Gym owners who've made it this far have left the pond and now swim in an ocean of opportunity.
So don't let the hardship you endured this year go to waste. Learn from it and get stronger. Here are the top 10 lessons Chris Cooper learned.
Links:
Two-Brain Coaching
Driven Nutrition
Free Tools
Pre-order Coop's new book: "Gym Owners Handbook"
Timeline:
2:10 – How Two-Brain Business evolved to respond to the COVID crisis.
3:24 – You don’t have time to build your wings on the way down.
4:20 – When time counts, mentorship becomes more valuable.
4:46 – Communication is everything.
5:46 – Your business is only as strong as your team.
6:28 – Your team is only as strong as its tools.
7:04 – Your tools are only as strong as the systems you’ve used to build them.
7:43 – Be anti-fragile.
8:50 – The first to evolve wins.
11:26 – Forgiveness is important.
12:52 – In a crisis, leadership is invaluable.
Gyms across the world are facing second shutdowns as the COVID-19 pandemic continues to ravage.
If that's you, and you're worried about the health of your business and your clients, you need to listen to this episode.
Jen Broxterman is a registered dietician, the founder of Nutrition Rx, a gym owner and co-developer of a new Two-Brain Coaching online nutrition coaching course that will get you up and running with a new revenue source in a month or less.
Tune in to learn how it works and how it can help you grow your business despite the COVID-19 lockdown.
Links:
Nutrition Coaching Course: Book a Free Call
Purchase the Nutrition Course
Nutrition Rx
Forever Fierce
Two-Brain Coaching
Book a free call with a Two-Brain mentor
Contact Jen: nutrition@twobraincoaching.com
Timeline:
1:46 – How the online Nutrition Coaching Course came to be.
3:06 – The benefits of doing nutrition coaching online.
4:58 – Is online nutrition coaching as good as in-person nutrition coaching?
8:06 – How to measure success when coaching online.
10:18 – Rules and restrictions of coaching online: what you need to know.
17:24 – Success stories and a 75% close rate.
24:03 – The power of simplicity.
27:41 – How to build a new revenue stream with online nutrition coaching in just one month.
33:20 – What you can do today if you’re not sure where to start.
35:49 – Resources available to you.
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