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You know exercise is just part of the equation: Your clients won't reach their goals without good nutrition, too.
But you're a business owner and a coach, not a nutritionist. And there are so many definitions of good nutrition out there—keto, paleo, Zone, intermittent fasting, macros—so what should you tell your clients to follow?
None of them, says Mike Doehla, founder of Stronger U Nutrition.
Mike and his team of coaches have helped over 35,000 clients reach their health and fitness goals through nutrition, and they do it not by prescribing dogma but by addressing behavior.
Links:
Stronger U
Free Tools
Book a Free Call with a Certified Two-Brain Mentor
Contact:
mike@strongeru.com
Timeline:
1:30 – From failed gym owner to uber-successful nutrition coach.
3:05 – How Mike got 35,000 clients via word of mouth.
4:14 – The epiphany.
5:58 – Why people don’t listen to free advice.
8:06 – It’s not about what to eat; it’s about behavior.
11:04 – Accepting responsibility for poor nutrition can be painful, but it doesn’t make you a bad person.
11:56 – The importance of tracking.
13:57 – What it takes to be a great nutrition coach.
15:05 – What Mike looks for in a Stronger U coach.
16:57 – Nutrition in the gym and the problem with inconsistency.
19:27 – Coaching to the client.
21:32 – Why Mike is writing a nutrition book.
23:42 – How to deal with negative reviews.
Camille Leblanc-Bazinet is one of the most recognizable athletes in CrossFit Games history.
She appeared at the Games every year from 2010 to 2018 as an individual and stood on the podium as a member of a team last year. She is also the founder of the online training program Féroce Fitness.
Here, she talks with Sean Woodland about her competitive CrossFit career, what it was like winning the 2014 Games and how her goals and priorities have changed since retiring from competition and starting her business.
Links:
Féroce Fitness
Free Tools
Contact:
Instagram: @camillelbaz
Timeline:
2:47 – Before CrossFit: Playing “every sport that existed.”
3:34 – Being fearless.
4:52 – On the end of her gymnastics career.
7:52 – Getting challenged to try CrossFit.
10:29 – Goals for Camille’s first CrossFit Games: “Don’t be last.”
12:15 – A glimpse of hope.
13:42 – On discipline and drive.
15:57 – Competing with Michele Letendre.
17:10 – Lessons learned after taking 16th in 2013.
21:24 – Winning the Games in 2014.
24:01 – The beginnings of a new dream.
28:16 – Retiring as the person she wanted to become.
30:53 – On the team competition experience.
31:49 – Starting Féroce Fitness.
34:49 – The passion behind Féroce: helping people get healthy.
38:53 – Building a fitness community.
40:54 – Brownie sundaes for lunch.
42:20 – Making an impact.
45:34 – Who is Camille Leblanc-Bazinet today?
You've seen the ads: "Six weeks to a new you!" "Sign up for our six-week total-body transformation!"
But do they really work? And if they do, does that mean you have to start all over when the challenge period is over?
Digital-marketing expert Mateo Lopez is here with the scoop. He'll tell you why the six-week challenge and its variants work so well, the essential elements of a compelling offer and how to ensure your challengers stick around for the long haul.
Links:
Free Tools
Book a Free Call with a Certified Two-Brain Mentor
Two-Brain Radio: The "New You Challenge" With Tommy Hackenbruck
How to Write Facebook Ads That Make People Click and Buy
StoryBrand: Can It Help You Acquire More Clients
Contact:
mateo@twobrainbusiness.com
mike@twobrainmedia.com
Timeline:
2:41 – The history of the six-week challenge.
5:30 – The power of numbers in advertising.
7:06 – The Trojan horse (but not the bad kind).
10:37 – Variants of the six-week challenge.
13:04 – Why you need quality supporting materials to go with your offer.
14:15 – Essential elements of a compelling offer.
20:00 – Matching your offer with your niche.
22:50 – Finding the pain point and speaking with clarity.
25:04 – The three blanks.
28:39 – Avoid jargon.
31:06 – How to keep challengers when the six weeks are over.
There's a lot of competition in the fitness business.
Gone are the days where being a great coach and offering a great product are enough to get you clients—that's the bare minimum. Every successful gym has great coaches and great products, so what makes you different?
Jason Rule, founder of Driven Nutrition, is faced with the same question daily. The supplement industry is vast and competitive, with celebrity endorsements and secretive formulas and business plans that rely on deceit. But with 1,600 gyms on his client roster, Jason's figured out a thing or two.
Here, Certified Two-Brain Mentor Jay Williams interviews Jason on the tricks of the trade. You'll learn how he gets new clients, why he prioritizes relationships over volume and his processes for continuing to improve his business and build brand loyalty.
Links:
Driven Nutrition
"Founder, Farmer, Tinker, Thief"
Book a free call with a Certified Two-Brain Mentor
Contact:
Instagram: @drivennutrition, @jason_rule
Timeline:
0:43 – Starting Driven Nutrition and finding a market in CrossFit.
2:16 – Teaching gym owners not to fear profit.
5:44 – How to get referrals.
9:26 – Standing out amidst the competition.
12:20 – Celebrate the people who pay you money.
14:03 – The webinar for 15 people: an exercise in starting small before you scale up.
19:02 – The mission of Driven Nutrition.
20:48 – Surviving sleazy competition and how to win back the clients they take.
25:24 – Using setbacks as learning experiences.
28:07 – What makes Driven Nutrition different.
31:12 – Combining a great product with honest pricing—and still making a profit.
33:03 – Why gym owners shouldn’t be afraid of buying a new car.
35:16 – How to define your core values.
36:49 – Gym owners: Don’t reinvent the wheel when it comes to supplements.
38:40 – Educate yourself.
42:51 – Recommendations from Jason’s bookshelf.
Meg Reardon is an elite athlete. After playing field hockey at the University of California Davis, she competed twice as an individual at the CrossFit Games and is slated for her third Games appearance in August.
But what you wouldn't guess by looking at the leaderboard is that she's also a small-business owner. Five years ago, Meg founded Wags and Weights, a lifestyle brand for fitness enthusiasts and dog lovers. The company also supports animal shelters and rescues.
In this episode, Sean Woodland speaks with Meg about her athletic career, her unique decision to scale back her training after her first Games appearance and how she's preparing for the 2020 Games. You'll also learn more about how and why she started Wags and Weights and all the great things the company is doing for dogs and rescues.
Links:
Wags and Weights
Book a free call with a Certified Two-Brain Mentor
Contact:
Instagram: @megg_a_tron, @wagsandweights
Timeline:
1:46 – Before CrossFit: Field hockey and growing up fast.
3:35 – Inspired by CrossFit Games women.
5:09 – Becoming a CrossFit competitor.
6:43 – Making the Games—and then backing off.
8:58 – Back on the field in 2019.
11:00 – Learning to train to peak at the Games.
13:04 – Founding Wags and Weights.
16:11 – Giving back to the rescue community.
18:20 – Bringing people together through fitness, business ownership and dogs.
19:23 – Business lessons learned from Games training.
21:51 – Keeping the brand fresh.
22:52 – Partnering with Barbells for Bullies.
24:27 – How you can help.
Last month your Facebook ads cost $10 a lead. Now they cost $50. What gives? And should you pull the plug on Facebook advertising?
Not just yet. Rising ad costs are normal and to be expected, especially if you're advertising to a local market. But that doesn't mean ads are a dead end. It's all about knowing your numbers.
In this episode of Two-Brain Radio, digital-marketing expert Mateo Lopez will tell you how to calculate appropriate ad spend, what to do when ad costs go up and why you don't need to panic when they do.
Links:
Free Tools
Book a Free Call with a Certified Two-Brain Mentor
Contact:
mateo@twobrainbusiness.com
mike@twobrainmedia.com
Timeline:
1:19 – Why ad costs increase.
3:07 – How much should you spend on leads?
5:57 – The importance of knowing your numbers.
6:53 – You need to know what your client acquisition cost is.
9:24 – Marketing spend put in perspective.
11:48 – It’s no longer enough just to be a good coach with good programming. You have to market.
14:43 – Social-media spending is rising—don’t get dusted by the competition.
18:18 – How to calculate your client acquisition cost and marketing budget per lead.
24:16 – How length of engagement and average revenue per member affect client acquisition cost.
26:51 – Refreshing your offer and ad creative to reach new leads.
What's your 30-second elevator speech? That your gym is state of the art? That you have all the best equipment, the most qualified trainers and the smartest programming around?
That's cool, but it's probably not going to get you many new clients. Customers don't want to hear you talk about yourself; they want you to talk about them. How they'll accomplish their goals and improve their lives with your product or service.
It's not rocket science; all you have to do is tell a story—and make sure the customer is the lead character.
Here, Two-Brain mentor Jay Williams shares what he learned from Donald Miller's "Building a StoryBrand: Clarify Your Message So Customers Will Listen" and the two-day StoryBrand workshop in Nashville.
You'll learn about the seven basic plots of all stories and the seven steps of every hero's journey. Then, you'll learn how to apply it all to your business and tell the stories your customers will resonate with.
Links:
StoryBrand
"Building a StoryBrand: Clarify Your Message So Customers Will Listen"
CrossFit Hale
Free Tools
Book a Free Call
Contact:
jay@twobrainbusiness.com
Timeline:
3:56 – What happened after Jay Williams started implementing the StoryBrand method at his gym.
5:38 – A lesson from Lego.
6:19 – What happens at the StoryBrand workshop.
8:51 – The importance of clarifying your message.
11:07 – Invite your customers into a story.
11:51 – The seven basic plots of every story ever written.
13:41 – Get to know your hero character.
15:50 – Identify internal and external problems.
16:57 – Become the guide.
17:36 – You are not the hero, but you need authority.
20:28 – Give them a plan.
21:56 – Call them to action.
24:17 – Lead magnets as transitional calls to action.
26:52 – Immediate, long-term, specific and general success.
30:10 – The storytelling mistake most gyms are making.
31:58 – Pairing the script with No-Sweat Intros.
34:08 – Make sure your story resonates with the audience you’re trying to reach.
36:39 – Do you need to go to a StoryBrand seminar?
40:29 – Experiment and test.
43:43 – Applying StoryBrand principles to your website content.
46:34 – StoryBrand: Is it the answer to all your problems?
More than a million dogs are euthanized in shelters each year. Many are pit bulls or other bully breeds, which are often stereotyped as vicious and sometimes outlawed by local government.
Alex Castiglione is working to change all that.
When Alex visited a shelter after losing his beloved bully, Chops, he noticed all of the unadopted dogs were bully breeds. Soon after, he and his wife founded Barbells for Bullies, a nonprofit organization raising funds and awareness for animal rescues all over the country, with an emphasis on bully breeds.
He and Sean talk about what motivated him to start his organization, the prevailing misconceptions about bully breeds and what people can do in their own communities to help local shelters and rescues.
Links:
Barbells for Bullies
Free Tools
Contact:
Instagram: @barbellsforbullies
info@barbellsforbullies.org
alex@barbellsforbullies.org
Timeline:
1:39 – Alex's first CrossFit workout: "I was not prepared."
2:40 – How he fell in love with bully breeds.
4:36 – Stigma surrounding bully breeds.
5:58 – Founding Barbells for Bullies.
8:18 – CrossFit + bullies = a perfect match.
9:11 – From one 80-athlete competition in 2016 to 12 events in 10 cities in 2018.
10:36 – Managing growth and scalability.
13:26 – What Barbells for Bullies has done so far.
15:59 – There's no such thing as bad dogs; there are only bad owners.
17:21 – PAW-tners in fitness and advocacy.
19:30 – The Underdog Fund: taking dogs off death row.
21:02 – The future of Barbells for Bullies: More partners, more events and more dogs saved.
25:00 – What people can do to help.
28:44 – What keeps Alex motivated to grow Barbells for Bullies while also working full time and attending graduate school.
The photo was perfect.
The beads of sweat brilliantly illuminated, the chalk dust billowing through the air. At the center, your buddy hitting a PR clean. So why does it only have three likes?
Social-media algorithms are constantly changing, and the dance between paid and organic marketing can seem complicated and confusing. Neither paid nor organic posts are enough on their own: You have to use them both in complementary ways to build your audience, get people to trust you and eventually get them to buy.
In this episode, marketing expert Mateo Lopez will demystify the process and give you actionable steps for creating paid ads and organic content that work well together. You'll also learn why he never boosts organic posts.
Links:
Free Tools
Book a Free Call
The Clogs in Your Funnel: And How to Kill Them
How to Start a Business Blog—and Fill It
Contact:
mateo@twobrainbusiness.com
mike@twobrainmedia.com
Timeline:
1:41 – Is organic reach dying?
7:20 – And if so, what’s the point of it?
7:51 – The importance of organic content for ad algorithms.
9:05 – Using organic content to build an audience.
11:24 – How organic marketing directed to warm leads can result in more conversions.
13:35 – What you can learn from Doritos’ crazy bold ad campaign.
16:16 – Using organic materials to build trust.
18:42 – How organic content can improve retention.
19:24 – Organic content as a testing ground for paid ads.
22:01 – Why Mateo doesn’t boost posts.
23:19 – Congruity in your messaging: Make sure your ads and organic content share a consistent narrative.
28:08 – Using blog posts and pictures to pad paid campaigns.
31:33 – Produce content regularly to prime the pump.
33:20 – How to start producing content and the Power of 10.
What would it be like to own a million-dollar gym? Would you be rolling in dough? Sleeping in every day, never having to worry about another bill again?
Not quite—but it's still pretty awesome.
Peter Brasovan and Jared Byczko opened NapTown Fitness in a tiny space in an ex-FBI building for $500 a month's rent. In the early days, they kept the lights off and the heat low, and they posted a sign on the bathroom: "No more than two paper towels, please." Today, NapTown has multiple locations, several intrapreneur-operated core offerings, 44 staff members and $1 million in annual revenue.
In this episode, Peter and Jared talk with Chris Cooper about how they did it: the lessons they learned, the strategies implemented and the mindset it takes to go from Farmer to Tinker.
Links:
NapTown Fitness
"Founder, Farmer, Tinker, Thief"
Book a Free Call with a Two-Brain mentor
Contact:
info@naptownfitness.com
Timeline:
2:09 – From childhood friends to workout buddies to business partners.
4:16 – NapTown’s first location: a space in an ex-FBI building for $500 a month.
5:32 – Defining roles from the start.
6:51 – Honing the early picture of success.
10:06 – Does a million-dollar gym make them millionaires?
11:16 – Growing ideas into core services.
15:45 – The key: start small.
17:16 – Before you diversify, prove your concept.
18:49 – To identify “champions” of your core services, mentor your staff.
21:07 – The security of being a $1 million gym: The freedom to take on the best clients for the gym.
22:51 – “Loves and loathes.”
24:55 – Replacing themselves in lower-value roles, but doing so strategically.
28:04 – The challenges of being a $1 million gym.
28:29 – Which programs get the money?
31:26 – The pressure and responsibility of needing to make $83,000 a month to make payroll.
35:08 – A look at the books: NapTowns’ profit ratios.
38:50 – How NapTown keeps its expenses under control.
41:26 – Long-term strategies for building wealth.
43:20 – What’s next?
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