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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.
Billboards and TV ads are no longer relevant; today, marketing is all about digital media—and if you're not producing it, you're missing out.
The good news is it's easier now than ever before to produce great content in house. All you need is a smartphone and a willingness to learn.
Here, marketing expert Mateo Lopez and media expert Mike Warkentin share some simple steps you can take today to start producing your own content and developing your own marketing team.
Links:
Free Tools
Book a Free Call
Contact:
mateo@twobrainbusiness.com
mike@twobrainmedia.com
Timeline:
5:06 – You don’t need to be an expert.
6:55 – Learn to market for free.
8:13 – Basic affinity marketing techniques you should be using.
11:33 – The power of events.
13:11 – The skills you need to produce great marketing content.
14:52 – Start small and be consistent.
16:52 – Be patient.
18:30 – Be friendly.
19:41 – You already have most of the technology you need right in your pocket.
22:12 – How to get clean audio.
23:03 – How to get a stable shot.
25:07 – You don’t need fancy editing software, but you do need to edit.
27:35 – Why you should consider your business a mini media production company.
30:17 – Taking things to the next level: What to do when you’re ready to put some $ behind your media.
31:10 – True testimonial from the Two-Brain marketing course.
When was the last time you went to a gym that wasn't your own? And when was the last time you went to a gym that wasn't the same style of gym as your own?
Certified Two-Brain mentor Brooks DiFiore spent an entire month doing just that. During this Month of Sweat, he went to Orangetheory. He went to Solidcore. Row House. Barry's Bootcamp. Brooks only visited one other CrossFit gym, and it wasn't to take the CrossFit class.
The point wasn't to spy on or steal from the competition; it was to learn. In this episode hosted by Josh Martin of Two-Brain Coaching, Brooks shares what he learned on his fitness tour and how trying other gyms can help you level up your own.
Links:
"Founder, Farmer, Tinker, Thief"
Book a Free Call
Arsenal Strength
Contact:
Instagram: @biceps_by_brooks
Timeline:
1:05 – Who is Brooks DiFiore?
3:27 – The day Brooks tried Fran—and got his butt kicked by his mom.
4:25 – From the family business to the fitness business.
6:31 – The Month of Sweat.
8:32 – Everything but Zumba.
9:02 – Learning from Solidcore, where trainers must be motormouths.
12:52 – When gym owners visit other gyms.
14:10 – Taking your own gym experience to the next level by learning from others.
16:55 – The boutique fitness-chain formula.
19:08 – Highlighting commonalities between your gym and others to resonate with potential new clients.
20:36 – Why CrossFit coaches should try other types of fitness classes.
21:27 – Why CrossFit gym owners should try other types of fitness classes.
25:07 – How trying other classes can be especially helpful for new coaches.
27:39 – How familiarity with other programs can help you relate to clients who’ve come from those gyms.
Joe Corvo spent 11 seasons in the National Hockey League.
During his career, he played for the Los Angeles Kings, Ottawa Senators, Carolina Hurricanes, Washington Capitals, and Boston Bruins. When he retired, he turned his focus to CrossFit and made the Games in 2018 in the 40-44-year-old division, where he took 7th overall.
In this episode, he talks with Sean Woodland about his years in the NHL and his fondest memories from his career, what drove him to become a CrossFit competitor and how an unfortunate incident during his rookie year proved to be a turning point in his life.
Links:
Free Tools
Contact:
Instagram: @jcorvo77
Timeline:
1:36 – Falling in love with hockey.
4:42 – On self-doubt.
7:07 – Cross-checking John Marino.
8:27 – Top memories from Joe’s pro-hockey career and why the guys called him “Lucky.”
10:50 – The incident that changed his life.
15:01 – Learning to move on afterward.
16:43 – On parenting two teenage boys.
18:45 – Fitness in the NHL.
20:44 – Finding CrossFit.
22:48 – Finding a new competitive outlet in CrossFit.
26:36 – Qualifying for the 2018 Games as a master.
30:24 – Why Joe doesn’t take PEDs.
32:27 – His best Games event finish.
33:40 – Performance anxiety in hockey vs. CrossFit.
36:03 – Training as a master.
39:00 – Competitive goals for the future.
40:36 – The differing rewards of hockey and CrossFit.
What's the best picture for that ad? And the best copy? Which performs better, images or video? Marketers are constantly looking for ways to figure out what works best, and the latest hot trend is A/B testing.
But what exactly does A/B testing entail, and should you be doing it? Digital-marketing expert Mateo Lopez puts it in plain English and gives his two cents on whether it's worth your while.
Links:
Free Tools
Book a Free Call
Contact:
mateo@twobrainbusiness.com
mike@twobrainmedia.com
Timeline:
1:13 – What is A/B testing?
3:50 – Variables on variables.
5:52 – Why it might not be worth it for small businesses.
8:47 – Testing controlled variables.
11:33 – Why dynamic creative might be the better choice for your business.
16:00 – Facebook is taking the reins on ads—you might want to let it.
18:32 – When to go dynamic.
20:04 – Letting Facebook sort the winners and losers.
22:02 – How to set up dynamic creative.
Many gym owners are so excited about helping their clients get fit that they forget one crucial thing: They need to actually sell those clients on fitness.
They've heard the stereotype of the slimy salesman and that's not who they want to be. Or even if they're not afraid to sell, they don't know how to do it effectively.
In this episode, you'll hear from one of Chris Cooper's first sales coaches, Joe Marcoux. Chris and Joe discuss the challenges entrepreneurs often face with sales, how to get over the "slimy salesman" mindset and how to prepare for and deal with objections.
Links:
joemarcoux.com
Contact:
joemarcoux.com
Instagram: @joe__marcoux
Timeline:
3:01 – How Joe became an expert in sales.
8:42 – Why entrepreneurs struggle with sales.
11:39 – Entrepreneurs need a baseline.
13:08 – Getting over the “slimy salesman” mindset.
14:58 – You have to ask for the sale.
17:22 – Objection is not rejection.
19:29 – Why even the best products don’t sell themselves.
22:31 – Telling is not selling.
24:41 – Responding to objections with acknowledgment and follow-up questions.
29:41 – How to handle objections and develop emotional resilience.
35:06 – Exercises for practicing objection management.
Pat Sherwood has worn just about every hat you can wear in the world of CrossFit.
He has been a member of the seminar staff, an analyst on the Update Show and is now the media manager for CrossFit Health—plus, he runs his own online affiliate, CrossFit Linchpin.
Here, Pat talks about his experience going through BUD/S to become a Navy SEAL, how he got involved in CrossFit, what it was like being one of the first members of the CrossFit media team and how he defines good programming.
Links:
CrossFit Linchpin
"Founder, Farmer, Tinker, Thief"
Free Tools
Book a Free Call
Contact:
Instagram: @sherwood215, @crossfitlinchpin
Timeline:
1:22 – Pat’s athletic background (“no athletic ability in any way, shape or form”).
3:00 – Why he joined the Navy SEALs.
5:07 – BUD/S: “It was unpleasant.”
7:46 – Lessons learned from BUD/S.
12:50 – Finding his way to CrossFit post-Navy.
16:34 – Memories from the CrossFit Seminar Staff—including that one time he intervened during a domestic assault.
18:38 – Competing at the ranch in the 2009 CrossFit Games.
20:17 – Transitioning from the Seminar Staff to the media team.
22:41 – Learning how to be a media professional.
27:33 – The Larry David of CrossFit media.
30:17 – When Pat asked a roomful of broadcast professionals what “hill-eet-ees” meant.
31:37 – Four months touring South America on a motorcycle.
34:31 – The birth of CrossFit Linchpin and the Monster Mash.
38:02 – The definition of good programming.
41:31 – What makes someone a good programmer.
43:28 – Pat’s current role with CrossFit Health.
47:21 – On health and personal accountability.
49:35 – On fatherhood and finally settling down in his early forties.
Don't feed the trolls! Or wait. Should you? What about the troll that says your program sucks? Should you swoop in and argue back?
Probably not, says digital-marketing expert Mateo Lopez. But that doesn't mean you should never respond to comments, either.
Here, Mateo shares when and how to respond to comments, some tricks for filtering out spam ahead of time and what to do when the trolls start biting.
Links:
Free Tools
Book a Free Call
Contact:
mateo@twobrainbusiness.com
mike@twobrainmedia.com
Timeline:
1:17 – Trolls gotta troll.
3:21 – How to respond to questions in the comments.
5:40 – Don’t distract your audience from taking action on your ads.
8:08 – How to deal with the price question.
9:56 – Page moderation: Filter out negative comments before they appear.
13:07 – How comment moderation affects engagement stats.
17:29 – Duplicating ads without comments.
19:36 – Starting conversations.
If you're struggling to find clarity and direction in your business, the issue is probably not a lack of information. There are thousands of business books, blogs and podcasts with the next great idea. The real problem is paralysis by analysis: You don't know what to do with all that information. You need a map—and a guide.
In this episode of Two-Brain Radio, Chris Cooper explains the newly launched Two-Brain Roadmap, the only map of its kind—developed on a foundation of data and experience—that leads gym owners to wealth, step by step. Tune in for a preview of the milestones on the map and to learn how a mentor can help you fast-track through them toward your Perfect Day.
Links:
The Two-Brain Roadmap
"Founder, Farmer, Tinker, Thief"
Book a Free Call with a Certified Two-Brain Mentor
Contact:
chris@twobrainbusiness.com
Timeline:
1:21 – The three tools every business owner needs.
3:02 – Introducing the Two-Brain Roadmap.
3:52 – A glimpse of the roadmap: The path to digital-marketing excellence.
7:22 – How to filter ideas and get clarity.
8:53 – The hierarchy of business knowledge.
9:09 – Layer 1: Motivational memes.
10:08 – Layer 2: Knowledge, tactics and strategies.
10:48 – Layer 3: Peer support.
12:02 – Layer 4: Education.
12:52 – Layer 5: Dialogue.
14:07 – Why you need a mentor.
17:13 – The role of a great mentor.
You've seen him scream and punch the air like a smaller, less-green version of the Hulk. You've watched him pay the man, roar at the sky and kiss some babies. He's Josh Bridges: former Navy SEAL, six-time CrossFit Games athlete and one of the most popular characters in Games history.
But behind the muscles and handlebar mustache is a big heart and even bigger work ethic. Here, he speaks with Sean Woodland about his military career, his unyielding drive to win and memorable moments from the CrossFit Games.
Josh also talks about what it's like raising two young sons and what's in store for the future (competition and coffee).
Links:
josh-bridges.com
Good Dudes Coffee
Book a Free Call with a Certified Two-Brain Mentor
Contact:
Instagram: @bridgesj3
Timeline:
1:03 – Playing all the sports.
2:25 – Becoming a Navy SEAL.
4:14 – Lessons learned from wrestling.
5:22 – Using CrossFit to go from beers and pizza rolls to BUD/S-ready.
7:08 – Visions of competition.
9:11 – Josh’s first CrossFit Games: “I wanted to win everything.”
10:23 – Finishing second in 2011 and watching from the sidelines in 2012.
13:07 – Reflecting on Regionals in California.
16:44 – Returning to the Games in 2013.
19:48 – Going head to head with Rich Froning.
21:49 – Lessons learned from failing to qualify in 2015.
24:23 – Are Josh’s competition days over?
25:44 – Raising young athletes.
27:23 – Developing mental toughness.
30:20 – Roasting coffee beans in Iraq.
32:58 – The future of Good Dudes Coffee.
34:45 – Reflecting on a career of competition.
Selling functional fitness to the retired Marine or the ex-college athlete? Easy.
Selling your program to the lifelong office worker who's never exercised and who clicked on your ad in a brief moment of inspiration? Not as easy.
Cold leads are hard to convert, and that means you've got to be on your A-game if you want to close the sale. Here, sales expert and certified Two-Brain Mentor Jeff Burlingame will teach you how.
You'll learn how to use the discovery phase of the No-Sweat Intro to build trust, how the Help First philosophy can help you sell the right program to your lead, how to manage objections and what NOT to do when selling to a cold lead.
Links:
"Help First"
Book a Free Call with a Certified Two-Brain Mentor
Contact:
jeff@twobrainbusiness.com
Timeline:
2:43 – Jeff’s “dirty start” in sales.
9:52 – Motivated vs. unmotivated buyers.
11:56 – The importance of the discovery phase in a cold-lead No-Sweat Intro.
15:15 – The power of the Help First attitude.
16:35 – No slime; just exchanging value for value.
17:59 – To increase your close rate, be responsive.
20:06 – Get comfortable in front of the camera.
23:34 – Set the scene.
27:35 – How to blow the sale: Lessons in what NOT to do.
30:22 – Why you shouldn’t give gym tours.
33:51 – Using the six-week challenge to get people in the door.
38:17 – The difference between upselling the six-week challenge and bait-and-switch operations.
41:57 – Using the six-week challenge as an opportunity to build trust.
45:06 – Upselling and downselling, and when to do each.
49:28 – Price anchoring and option closing.
50:59 – Four simple steps to handle objections.
56:10 – How to get better at sales.
57:30 – It’s not selling, it’s helping.
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