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You don't sell programming, community or access to equipment at your gym.
Here's what you do sell: personalized exercise and nutrition plans. You're a coach.
You also sell accountability and results to clients.
In this episode, Chris Cooper explains why this realization is key to success in the fitness business.
Links:
Free Retention Guide
AGuard
Arbox
Register for the Two-Brain Summit 2020
Contact:
chris@twobrainbusiness.com
Timeline:
00:38 – Is your gym already too big?
3:45 – What you don’t sell.
7:05 – What you should be selling.
Every client has unique goals and unique ways of achieving them. Group classes and the occasional nutrition challenge might work for Bob, but maybe Sarah would thrive better with a hybrid group-/personal-training membership and regular nutrition check-ins.
That's what the Prescriptive Model is all about: finding the right path for each client. Your client will have more success and you'll generate more revenue—either by providing more services or increasing length of engagement.
Here, Certified Two-Brain Mentor Brian Zimmerman breaks down how the Prescriptive Model can help both you and your clients and what it looks like in practice.
Links:
Incite Tax
Gym Lead Machine
Make More Money for Years: Amazing Client Onboarding
The Prescriptive Model: Your Key to Survival as a Microgym
The Surge: Why Some Gyms Are Thriving After COVID
Register for the Two-Brain Summit 2020
Timeline:
2:01 – What is the Prescriptive Model?
6:55 – How the Prescriptive Model leads to increased revenue.
15:55 – The Prescriptive Model in practice.
21:27 – How the Prescriptive Model increases your value.
28:10 – Role playing: The Prescriptive Model in action.
36:40 – Accountability, metrics and carrots.
38:23 – Making the sales process feel natural.
40:54 – How to introduce the Prescriptive Model to current clients.
45:42 – How the Prescriptive Model can help you stand apart.
You've seen the pictures on Instagram: Seven perfectly proportioned containers of identical servings of chicken, rice and broccoli, all weighed out to the gram. #mealprep!
But what if you're not a competitive athlete? What if you're a busy parent barely managing to get your kids fed and a coffee in your hand each morning? You don't have the time or resources to meal prep each week—certainly not during a pandemic—right?
Jen Broxterman is here to give you a different outlook on meal prep. The founder of Nutrition RX and Two-Brain Coaching's new nutrition course joined Tiffy Thompson to take the pressure off of meal prep and show how small habits can lead to big changes.
Links:
Two-Brain Coaching: Nutrition Coaching
NutritionRx
Wodify
Arbox
Gym Owners United
Register for the Two-Brain Summit 2020
Timeline:
2:01 – Why Jen doesn’t track macros.
3:12 – Misconceptions about meal prep, or batch cooking.
7:37 – How to get your clients to change their behaviors.
11:19 – Managing logistics to promote success.
14:33 – Good enough is good enough.
Sales goals. Bills. Staffing issues. Government restrictions. Angry members. Competition that doesn't play by the rules.
There's no shortage of stressors for gym owners, and that will be true even after the COVID-19 pandemic. The key isn't to try to make it all go away—there is no one "next thing" that will make your life easy—but to learn to recognize and manage stressors in constructive ways.
Certified Two-Brain Mentor Colm O'Reilly has spent decades learning to manage his emotions and reframe them in healthy ways—ever since he survived attempted suicide as a young adult. Here, he shares tactics for getting through tough times and coming out better for it.
Links:
The Mental Health Plan
"Lost Connections"
Conscious Leadership
"The Mindful Athlete"
Arbox
Register for the Two-Brain Summit 2020
Forever Fierce
Free Tools
Timeline:
2:08 – Why Colm O’Reilly tried to take his own life.
10:00 – Talking about mental health.
12:57 – Why denying your emotions doesn’t work.
15:58 – Learning to accept emotions.
21:45 – Emotions and stress will never be static.
23:53 – The story you’re telling yourself.
26:38 – How to reframe negative thoughts and emotions.
32:07 – The difference between acceptance and resignation.
37:06 – How to process emotion in a healthy way.
45:09 – Encouragement from the future.
49:32 – Resources for developing good mental health.
52:06 – The Mental Health Plan.
53:29 – 21 days of mindfulness exercises.
Worried we're headed for another Great Recession? Mike Michalowicz says it's actually the Great Reinvention. At least, it can be—for small businesses.
Mike is the entrepreneur behind three multimillion-dollar companies and the author of "Profit First," "Clockwork," "The Pumpkin Plan" and his newest book, "Fix This Next." He's seen businesses big and small sink and swim with every economic shift, and he knows what makes the difference.
He joined Chris Cooper and a group of microgym owners to share the strategies gym owners need to make sure they come out of this era stronger than before.
Links:
Mike Michalowicz
Driven Nutrition
Arbox
Register for the Two-Brain Summit 2020
Contact:
mikee@mikemichalowicz.com
Timeline:
3:50 – What businesses do wrong when the economy is unstable.
8:41 – The Surge opportunity.
10:30 – The upstream look.
13:53 – Education and the “know, like and trust” model.
18:47 – How to test a new idea for free.
23:34 – The one-step-back method.
30:21 – How to get the “lost” content from “Fix This Next.”
31:41 – Why you have to be successful.
The floors need mopping. There's a new class that needs coaching. Sales calls to be made; marking campaigns to run. Oh, and there's that great new partnership opportunity you said you'd look into.
All these things are important, but you can't do them all—and it's not just an issue of delegation. Some ideas, no matter how good, won't fit your vision. You've got to learn to say "no."
Certified Two-Brain Mentor Josh Martin will teach you how.
Links:
"The Five Filters"
Two-Brain Coaching First Degree Course
James Clear
The 11 Best Books of 2019 For Gym Owners
Driven Nutrition
Arbox
Register for the Two-Brain Summit 2020
Timeline:
1:55 – When entrepreneurs become martyrs.
4:50 – What’s “too much”?
10:27 – When saying “no” can benefit someone else.
15:58 – How to determine when to say “no.”
20:10 – Standing your ground.
26:41 – How mentorship can help you avoid potential pitfalls.
28:11 – Saying “no” and the Five Filters.
29:55 – How to overcome FOMO.
35:38 – Resources for good decision-making.
37:04 – If you give, you gotta take.
40:04 – Remember your Perfect Day.
High-intensity training isn't new anymore, and you can now find barbells, boxes and rigs in just about any gym you walk into. So what's setting you apart now?
The difference between your microgym and the Orangetheory down the street is—or at least, it should be—your coaching. Not just how well you teach the squat, but how well you customize your program for each of your clients and how well you guide them to their individual goals.
If you're a regular listener of this show, you've heard Chris Cooper talk about the prescriptive model before. It's more important now than ever, and we've updated it to fit the post-COVID state of the fitness industry.
Links:
The Prescriptive Model
Driven Nutrition
Arbox
Free Tools
Register for the Two-Brain Summit 2020
Contact:
chris@twobrainbusiness.com
Timeline:
3:46 – Why clients quit.
4:56 – The No-Sweat Intro: How to write a prescription and sell it.
11:30 – After the on ramp.
13:04 – How goal-review sessions can increase revenue and length of engagement.
19:59 – How to get referrals.
23:42 – The prescriptive model post-COVID.
Your client: "My doctor says lifting weights is dangerous; I need to cancel my membership."
How do you respond? Do you argue? Give a lecture on why the doc doesn't know what he or she is talking about? Draw some diagrams? Try listening to this episode first.
Ashley Mak is a Certified Two-Brain Mentor, the owner of Hudson River Fitness and a doctor of physical therapy. He understands the arguments on all sides, and says there's good news: Doctors and coaches don't have to be enemies.
Tune in to learn how to work with heath-care professionals for the benefit of all.
Links:
Driven Nutrition
Arbox
Free Tools
Register for the Two-Brain Summit 2020
Timeline:
4:54 – “I’m just going to talk to a real doctor.”
9:55 – Why you shouldn’t try to out-explain the health-care pros.
15:18 – Making health-care professionals part of your local ecosystem.
18:40 – Building relationships.
23:14 – How to start networking with the health-care community.
28:58 – Bridging the gap: a win-win situation.
33:40 – Starting the conversation.
37:19 – Scenario: a client’s doctor says high-intensity training is dangerous.
45:53 – Ask questions; don’t confront.
48:13 – Developing a symbiotic relationship.
Can't afford to buy ads for your gym? Don't worry. There's a time and place for paid advertising, but the most effective marketing is free.
Here, Chris Cooper will walk you through Two-Brain's invaluable guide, The Broke Gym Owner's Guide to Marketing. You'll learn how to keep clients for longer, win back old clients and how to use affinity marketing strategies to expand your circle of influence and market to strangers—all without spending a dime.
Links:
The Broke Gym Owner's Guide to Marketing
Free Tools
Take the Test
Contact:
chris@twobrainbusiness.com
Timeline:
3:20 – Selling to your current and former clients.
7:25 – Selling to future clients.
10:12 – Strategies for affinity marketing.
19:33 – Getting over fear.
27:23 – Make conversation, not a sales pitch.
29:09 – The power of coffee.
33:25 – Marketing at your clients’ workplaces.
36:05 – How to use lead magnets to bring in new clients.
40:00 – Make your clients famous.
44:56 – Digital engagement.
If you own a gym, you're not just a business owner; you're a leader. Your staff and clients look to you for guidance and inspiration, and how you respond has a serious effect on the success of your business.
Here, Certified Two-Brain Business Mentor, gym owner and leadership expert Andrea Savard joins Mike Warkentin to talk about what it means to be a great leader and how to become one.
Links:
Register for the Two-Brain Summit 2020
Wodify
How to Lead in a Crisis
Driven Nutrition
Two-Brain Business blog
When No One Sees Your Vision (and It's All Your Fault)
Timeline:
2:20 – What is leadership?
6:44 – Growing into leadership: trial and error.
9:15 – Leaders: Born or built?
13:29 – Leading during tough times.
17:45 – To become a great leader, observe a great leader.
21:48 – Gaining cooperation by building relationships.
23:22 – Why authoritarians don’t make long-lasting leaders.
26:44 – You have to care—genuinely.
31:15 – Be interested in people.
33:31 – Great leaders to emulate.
35:38 – Characteristics of great leaders in the gym environment.
43:24 – The importance of humility.
46:49 – How to start strengthening relationships with your team members.
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