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If you've been watching your leads plummet during COVID-19, you're not alone. Certified Two-Brain mentor and sales expert Jeff Burlingame says it's normal right now to see a conversion rate of 25 percent or less.
But that doesn't mean you can't sell.
Here, Jeff shares what's working and what's not when it comes to sales during the coronavirus crisis. You'll get inside the mind of the consumer and learn how to use affinity marketing, social media and the Help First philosophy to close more sales now and during upcoming periods of transition.
Links:
COVID-19 Resources
Join the Gym Owners United group on Facebook
Book a Free Call
Contact:
mike@twobrainmedia.com
Timeline:
2:21 – The state of sales during COVID-19.
6:43 – The consumer mindset.
9:12 – Focus on warm traffic.
14:38 – How to ask your members for help.
23:15 – No fire sales.
29:39 – How to get five new clients in three minutes.
34:28 – Lead with value.
40:53 – How to use Facebook groups to establish trust and authority.
43:02 – Adapting the No-Sweat Intro process for times of transition.
Last week, we talked about evaluating your business: Where it is and where you want it to go. Now it's time to talk tactics.
In this live webinar recorded on May 10, Chris Cooper walked a group of gym owners through the steps in Two-Brain's Your Gym 2.0 Worksheet Part 2.
You'll learn how to create service packages that are perfect for your best clients, what to charge for them and how to integrate nutrition coaching, personal training, group coaching and online programs into hybrid packages.
Links:
Webinar recording
Your Gym 2.0 Worksheet: Part 2
Your Gym 2.0 Worksheet
Two-Brain Coaching courses
COVID-19 Resources
Join the Gym Owners United group on Facebook
Book a Free Call
Contact:
chris@twobrainmedia.com
Timeline:
3:15 – Reviewing the cornerstones of the fitness business.
7:53 – Don’t get hung up on sunk costs.
10:14 – Determining what your seed clients need: the NPGO exercise.
18:30 – Stones, pebbles, sand and water.
28:53 – How to set prices.
38:22 – Revisiting the prescriptive model.
41:04 – Scaling your fitness business without discounting it.
44:45 – A sample pricing binder.
You might know that Jacob Heppner is a CrossFit Games veteran, but did you know he's also a nerd?
While his friends partied in college, Jacob holed up in the library. And after requesting the "hardest major you have" of his guidance counselor, he chose math. He was pretty good at it, too—his first internship was as a mathematics technician at Fort Leavenworth in Kansas.
That's also where he discovered CrossFit. At first, he thought it was a cult. Now, he's a four-time Games athlete with a career-best finish of 6th in 2019.
He joined Sean Woodland to talk about his interest in math, his passion for community service and the lessons he learned about being successful under the new Games format in 2019.
Links:
COVID-19 Resources
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call
Contact:
Instagram: @jheppner66
Timeline:
2:42 – On being terrible at football but bringing up the team’s average GPA.
4:45 – The drive to serve others.
8:51 – Why math?
11:58 – Finding CrossFit at Fort Leavenworth: “Sounds like a cult.”
16:15 – Jacob’s first Regional experience.
18:38 – Remembering “Thick and Quick.”
22:20 – On being top 10 in 2015 and 2016.
24:54 – Two years of setbacks.
29:40 – Making a comeback in 2019.
34:04 – Lessons learned from the new Games format.
35:54 – The return of the dreaded handstand push-up standard.
40:11 – Becoming a content creator.
43:56 – Learning to appreciate the platform he’s been given.
45:25 – How the CrossFit community stands apart.
The coronavirus crisis has changed everything, and that includes advertising.
Digital-marketing expert Mateo Lopez went down the rabbit hole to discover what successful gym owners and sales gurus are doing to make sales during lockdown.
Here, he and Mike Warkentin of Two-Brain Media examine real fitness ads from clients of a fitness sales guru, discovering some key patterns along the way.
Links:
COVID-19 Resources
Free Tools
Join the Gym Owners United group on Facebook
Book a Free Call
Contact:
mateo@twobrainbusiness.com
mike@twobrainmedia.com
Timeline:
2:41 – Why you might consider a lead ad during this time.
6:11 – Going down the rabbit hole: What are the online fitness sales gurus doing?
11:57 – Using the sales guru’s landing page to find testimonial clients.
16:19 – Pattern point no. 1: narrowing the niche.
21:35 – Pattern point no. 2: the five-day challenge.
26:44 – More testimonial-client ads: Different niches, same pattern.
38:35 – Creating warm leads with low-barrier offers.
40:19 – Streamlining the system to take home more money.
44:14 – It’s not actually about the ads; it’s about the service.
The coronavirus crisis isn't just a crisis—it's an opportunity.
An opportunity to evaluate your business: what you do and don't miss about how things used to be, what worked well, what you'll never do again and where you want to go moving forward.
In this live webinar recorded on May 3, 2020, Chris Cooper took a group of gym owners through Two-Brain's "Your Gym 2.0" worksheet to hash out all the above and more. The worksheet will guide you step by step as you reflect on your business and re-envision its future. Download it here and work through it as you listen.
Links:
Your Gym 2.0 Worksheet
Two-Brain Coaching courses
COVID-19 Resources
"Good to Great"
"Traction"
"Scaling Up"
"Get a Grip"
Join the Gym Owners United group on Facebook
Book a Free Call
Contact:
chris@twobrainbusiness.com
Timeline:
3:08 – The rite of passage.
4:51 – What has this crisis taught you about your Perfect Day?
6:50 – The pre-mortem: Imagine your business is dead. What killed it? What survived?
12:43 – Think like a CEO.
16:38 – Defining your rocks.
21:39 – The after-action review: What went right during the crisis?
24:58 – Pouring the foundation of your new business: What will you never do again? What will you keep?
30:47 – Shaping the cornerstones of your new business.
36:35 – Designing the front door.
38:20 – What to consider before renaming your business.
42:24 – New additions to the Two-Brain Roadmap and how to use it to rebuild your business.
Michele Letendre understands competition from all angles.
She's a former top-level athlete with six individual CrossFit Games appearances and a career-best finish of 4th in 2014. Now, she's a business owner and a coach to elite athletes such as Pat Vellner.
In this interview with Sean Woodland, Michele gets real about the mental toll of competition, the pressure of being compared with Camille Leblanc-Bazinet and how she shifted her mindset after retiring from competition.
Links:
COVID-19 Resources
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call
Contact:
Instagram: @mich_letendre
Timeline:
1:07 – Dealing with the coronavirus situation.
3:52 – Developing the desire to excel through water polo.
7:48 – Finding CrossFit and becoming a competitor.
11:51 – Michele’s journey with nutrition and weight loss after her first Games appearance.
16:12 – On competing against Camille Leblanc-Bazinet—and eventually becoming friends.
21:39 – Michele’s best year of competition.
24:09 – Managing expectations.
27:48 – Shifting perspectives.
30:59 – Coming back for one more year in 2016.
35:38 – Becoming a coach.
39:49 – On dealing with Pat Vellner’s antics.
44:17 – Where are all the female elite-athlete coaches?
46:43 – The most rewarding aspect of her career.
For Eric Siegel, owner of CrossFit 781, the COVID crisis is more than a crisis—it's an opportunity to learn.
Though retention was good after he pivoted his gym to online training, Eric wanted more: He wanted to grow. So he completed Two-Brain's online coaching course and began the Facebook marketing Incubator.
Then, he implemented what he'd learned. He began offering online training, assigning each client to one of his coaches for workout customization and regular check-ins. He also launched a 21-day at-home challenge, reached out to former members and began experimenting with Facebook ads.
Since then, Eric has retained more than 80 percent of his group-class membership while also adding clients gained from the challenge and via Facebook marketing.
Here's how he did it—and how he plans to retain the new revenue stream once the crisis is over.
Links:
CrossFit 781
Two-Brain Coaching: How to Coach Online
COVID-19 Resources
Join the Gym Owners United group on Facebook
Book a Free Call
Contact:
mike@twobrainmedia.com
Timeline:
2:45 – Boston’s darkest St. Patrick’s Day ever.
5:16 – Making the transition to online coaching.
8:51 – What online coaching entails.
11:54 – Selling online coaching to new clients: affinity marketing.
16:46 – Selling online coaching to new clients: advertising.
20:23 – Lead nurture and No-Sweat Intros for a digital audience.
24:42 – Why now is a great time to sell at-home fitness.
27:43 – Preparing to reopen.
30:09 – The future of online training at CrossFit 781.
COVID-19 has changed the fitness industry.
The most successful gym owners have pivoted to online training—and some of them might not want to go back to bricks and mortar. Even those who do have recognized an opportunity for a valuable new revenue stream.
In this live webinar recorded on April 26, 2020, Chris Cooper will teach you how to move completely online in 11 steps—and how to add value to your bricks-and-mortar business even if you don't want to leave your building behind.
You'll learn how to decide whether and when to go all digital, how to execute the transition and how to scale up and develop a niche audience.
Links:
How to Move Entirely Online
Online Trainer Brad Overstreet on How to Deal With the New Fitness World
Warren Buffet's Simple Test for Living Your Best Life
Zero to One: Notes on Startups, Or How to Build the Future
COVID-19 Resources
Join the Gym Owners United group on Facebook
Book a Free Call
Contact:
chris@twobrainbusiness.com
Timeline:
4:56 – How does online training align with your vision?
8:57 – Determine your Perfect Day.
11:20 – How much money do you need to make?
13:18 – Measure your commitments.
15:38 – Measure your opportunities.
18:36 – Maintain three points of contact.
23:24 – Sell online while running your current gym.
25:37 – Taper physical operations.
36:14 – Close your physical location before your online business breaks even.
39:33 – Scale up and narrow your niche.
45:47 – Be patient.
50:49 – Talk to your seed clients.
53:13 – The new model for success.
If you think Fran is tough, try hell week on a broken foot. And that's not even what Sean Sweeney is most famous for.
Dubbed the CrossFit Cowboy, Sean is known for sporting a cowboy hat during competition, riling up the crowds and being a jokester in general. But he's also a serious competitor and three-time CrossFit Games athlete.
He joined Sean Woodland to share some of the toughest lessons he's learned from competition and military training—along with the origin story of his famous hat.
Links:
CrossFit Powerstroke
COVID-19 Resources
Join the Gym Owners United group on Facebook
Free Tools
Book a Free Call
Contact:
Instagram: @crossfitcowboy45
Timeline:
1:24 – On training during COVID.
4:16 – Growing up on a ranch and riding rodeo.
9:54 – Sean’s brief stint in ballroom dance.
13:01 – Hell week on a broken foot—and the biggest regret of his life.
24:52 – Becoming a CrossFit competitor.
32:57 – Learning to trust his instincts.
36:54 – Lessons learned from getting cut at the 2019 CrossFit Games.
41:30 – The origin of the cowboy hat.
46:28 – Sean’s three proudest moments in competition.
Gym owner Brendon Collins had zero online training experience before Strong Tower CrossFit was forced to close due to the coronavirus pandemic.
Within 30 days, he'd generated US$2 thousand in front-end revenue from virtual training and nutrition sales while retaining 97% of his client base—without spending a dime on ads.
Here, he reveals the secret sauce.
You'll learn how a commitment to core values ensured a seamless transition in product delivery, how Brendon used affinity marketing tactics to reach new clients and exactly what digital training at Strong Tower entails.
Links:
Strong Tower CrossFit
COVID-19 Resources
Ashley Mak on Two-Brain Radio: "The Guy Who Already Moved His Fitness Business Online Forever"
Join the Gym Owners United group on Facebook
Book a Free Call
Contact:
mike@twobrainmedia.com
Timeline:
1:44 – Generating two grand during lockdown.
3:41 – How Strong Tower transitioned to online coaching with less than a day’s notice.
5:48 – A glimpse into digital training at Strong Tower.
8:56 – The move to digital, step by step.
13:45 – Selling nutrition during COVID-19.
16:30 – Seeing the value in virtual offerings.
21:18 – Ads and affinity marketing during coronavirus.
28:44 – Adapting the sales process to a virtual environment.
33:55 – Next steps: Constant refinement and a permanent new revenue stream.
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