Run a Profitable Gym

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Episode 65 – MindsetI am always fascinated by the mechanics and emotions of the entrepreneurial brain. There are a lot of highs and lows that you need to buffer against.  I am also really into the tools that we can use to be better at it by avoiding shiny objects; dealing with stressors, lawsuits, copy cats; how we can meet people with confidence; and avoid feeling like a salesman. Instead of just one guest, we have four for this episode! We talk to Sherman Merricks of CrossFit Dynasty, Tommy Hackebruck of Ute CrossFit, Craig Hysell of Conviction Training, and Josh Price of Loco CrossFit all about the entrepreneurial mindset and the tools and skills they use keep their eyes on the prize, keep from being derailed, and avoid stress.   Join us for this action packed interview and be sure to take notes!Reminder the 2017 Two-Brain Summit is coming this June 3rd and 4th in Chicago. Be sure to register now!In this Interview: The importance of Focus and its role in the entrepreneurial mindset Why you should have an emotional reason to succeed Moving on from anger and focusing on what you can controlPlus: When to bypass diplomacy and put your foot down Achieving success by avoiding cognitive overload  The importance of discipline for the entrepreneurial mindset What IS success?Today's Guests:Sherman Merricks of Dynasty CrossFitTommy Hackenbruck of Ute CrossFitCraig Hysell of Conviction TrainingJosh Price of Loco CrossFitTimeline:1:31 – An introduction to the entrepreneurial mindset4:24 – The first component of the entrepreneurial mindset is focus6:46 – How to deal with too many opportunities to choose from7:39 – Having an emotional reason to succeed9:07 – Sherman Merricks on setting goals and staying focused10:31 – An example of an emotional goal to keep you on track and keep you motivated12:45 – What to do next after hitting an emotional goal?13:52 – Achieving success with cognitive overload15:34 – Learning to focus on what’s important the hard way18:08 – Tommy Hackebruck on focus and obsession despite the circumstances20:24 – Channeling the inherit skill of focus in the right direction23:02 – The importance of discipline for the entrepreneurial mindset26:44 – Dealing with the extraordinary stress of copiers31:38 – Being pissed for five minutes and then moving on34:59 – Spending $170,000 training coaches before learning how to filter36:18 – Josh Price of Loco CrossFit introduction40:37 – Is help more powerful than anger?44:11 – A practical way to get into a steady mindset from a state of anger47:43 – The art of practicing not to be your first thought48:39 – Having success is necessary for motivation51:22 – Can motivation occur after being discouraged?52:24 – Flipping the tables on success56:46 – Being at rock bottom is a huge advantage57:51 – The romantic notion of the entrepreneurial grind is false58:27 – Craig Hysell on how people should define success in the CrossFit industry59:53 – What are the steps to determine what success is62:01 – Ineffective leadership by asking the wrong questions64:04 – When to bypass diplomacy and put your foot down.65:10 – The best favor you can do for people is to tell them what you want them to do70:14 – How to choose which ideas to focus on as an entrepreneur72:44 – The process of saying hell yes or noBooks mentioned during this episode:Extreme Ownership - U.S. Navy Seals by Jocko WillinkGood to Great by Jim CollinsGates of Fire by Steven PressfieldThe War of Art by Steven PressfieldTurni

Episode 64 – Training Think Tank Sometimes I invite a guest on the show because they are nowhere near as popular as they should be. This is the case with today’s guest, Max El-Hag. You will hear a lot of humility from Max in this episode but don’t mistake it, as he has profound knowledge of the fitness industry. In this episode we talk about his company, Training Think Tank, and how it is helping athletes of all sports connect with coaches who are able to advise and train them to the highest abilities. We talk strategy, methodology, and more related to his business and life! Reminder: The 2017 Two-Brain Summit is coming this June 3rd and 4th in Chicago. Be sure to register now! In this Interview:What are the first steps to creating an online training programTesting Philosophy with remote clientsDo athletes need an individual mindset to be successful? Plus:Finding the right balance with the commoditization of intensityThe one message all CrossFit gyms need to hearBuilding nutrition into remote training programs About Max: Max has had a long career as an athlete and was first inspired by his father who was an Olympic fighter. After qualifying for the CrossFit Games a team and making it to Regionals as an individual, Max decided that coaching is what truly inspired him. At this point Max coached many clients from models and future NFL stars to ultra-runners and CrossFit athletes. He now runs Training Think Tank, a company that focuses on remote coaching, educational courses, and online programs for athletes and coaches.  Timeline: 0:58 – Training Think Tank introduction  2:41 – The lead up to Training Think Tank with Max4:52 – Finding CrossFit for the first time8:05 – Starting out as a personal training prior to CrossFit9:18 – CrossFit principles mixing into training for fighters11:10 – How Training Think Tank has grown to where it is today14:07 – Training Think Tank from a global perspective in today’s world16:45 – What are the first steps to starting an online training program?19:09 – Tools needed to start a remote coaching program20:30 – Testing Philosophy with remote clients according to their goals23:56 – How often should you be retesting clients on their progress?  25:27 – Building nutrition into a remote training program28:18 – Keeping workouts nontraditional leading up to the CrossFit Games32:41 – Different training programs for games athlete’s vs non games athletes37:00 – Finding the right balance with the commoditization of intensity41:00 – The top solutions gym owners take away from Max’s program45:03 – Recommending group training to individual clients46:20 – Do games athletes have to have an individual mindset to be successful47:50 – Firing individual clients when it’s not working out49:43 – Keeping clients compliant with the program51:06 – Giving athletes a win when you know they are down54:49 – Creating a template for your clients leading up to the CrossFit Open56:10 – Establishing a format of training for your gym59:18 – Where should a client look to do individual training in a group training gym?61:03 – How to implement a culture of one on one training in your gym63:16 – The one message all CrossFit gyms need to hear Contact Max: https://www.trainingthinktank.com/max@trainingthinktank.comhttps://www.facebook.com/trainingthinktank/https://www.instagram.com/trainingthinktank/

Episode 63 – OPEXToday we are joined by two very special guests from OPEX. James “OPT” Fitzgerald joins us as well has his business partner Jim Crowell. James Fitzgerald was one of my primary motivators when I first started CrossFit. James started OPEX soon after moving to Arizona which has become one of the most popular training programs in the world. Now on the eve of the rollout of the OPEX physical location gyms, James and Jim join me to discuss the OPEX model, how it works, program design, and flaws they see in the group model. Reminder the 2017 Two-Brain Summit is coming this June 3rd and 4th in Chicago. Be sure to register now!Contact:Contact: http://opexfit.com/Timeline:1:31 – James OPT Fitzgerald & Jim Crowell introduction5:10 – Optimum Performance Training to OPEX: The story7:47 – What do the day-to-day operations of the OPEX gym look like?8:30 – Jim’s story and how he fits into OPEX9:48 – What is the OPEX model and how is it different?10:41 – What does the intake process look like for a new client in the OPEX gym?12:24 – How does an absolute beginner learn when they are brand new?13:17 – Movements for a brand new client post first assessment15:15 – How to determine when a client is ready for more complex exercises?18:32 – Is there a point where you restrict your clients from pushing further?23:12 – How frequently is the ongoing prescription for a client?25:27 – Helping clients realize that the gym is individualized26:44 – Reassessing with clients and upping their training program28:44 – How OPEX incorporates nutrition and broader lifestyle choices for clients32:30 – An example of a burned-out client and how to give them a break34:18 – High-intensity fitness and its effect on coaches36:46 – Is there a place for individual and group training in the same gym.39:03 – Ensuring that each client is receiving equal attention in a group workout session 41:03 – The important relationship between a coach and a client42:01 – How to deal with a client that needs more attention than others44:09 – The business model for brick and mortar OPEX gyms46:28 – The long term vision for OPEX48:50 – How to get your brand name out there to the masses50:07 – Fine-tuning the structure of OPEX for continued scaling in the future52:48 – How is OPEX best positioned to meet emerging opportunities and join the tribe 54:45 – Certain things that OPEX used to recommend but no longer does57:35 – What is retention like for brick and mortar OPEX locations60:57 – Who determines the pricing model for each OPEX gym64:05 – What systems come with the OPEX license?67:24 – What is the coach’s compensation model in an OPEX facility?69:01 – Who are the mentors to James and Jim?73:56 – Best advice for entrepreneurs in the fitness industry

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Episode 62 – The Power of StoriesToday we talk about using the power of stories to help grow your business, help your clients, and help you live a better life.  Today I share some personal stories and strategies for how to connect better with clients when telling a story. I also talk with Jason Cohen about how he is using the power of stories to help veterans with PTSD. The 2017 Two-Brain Summit is coming this June 3rd and 4th in Chicago. Be sure to register now!In this Interview:My first phone call with Greg GlassmanThe "Hero's Journey" and how it applies to CrossFitHow Jason Cohen is helping Veterans with PTSD Why stories are so effective for sales and marketingPlus:Testimonials versus client storiesThe gamification of CrossFit and exerciseExtrinsic versus intrinsic motivationAbout Jason:Jason Cohen is a former Marine where he was originally introduced to CrossFit.  After five years he retired from the Marine Corps and got his degree at the college of Charleston. Jason then started coaching full time. He is now the founder of SemperFit Squad, a company that provides workout plans based around stories to help veterans with PTSD.     Timeline:0:57 – The true power of great stories1:56 – A personal story about Greg Glassman3:20 – An introduction to telling great stories4:09 – The hero’s journey within a great story5:50 – The hero’s journey boiled down more simply and applied7:33 – Why does the hero’s journey matter to you?7:59 – Making Joe the hero of his own story17:13 – The real happy ending for a client17:39 – How does a coach fit into a story?18:17 – Jason Cohen Introduction19:03 – Jason Cohen’s Story20:57 – How stories can help veterans diagnosed with PTDS23:54 – Compelling someone with PTSD to get started exercising25:43 – The gamification of exercise and CrossFit27:06 – Moving people from extrinsic to intrinsic motivation27:51 – Placing people into life like stories within a CrossFit gym30:41 -  Drawing people in to stories where they feel like the hero31:14 – How does placing someone in a scene help someone with PTSD?32:40 – Developing a platform for veterans in need with PTSD  33:35 – Where to find Jason’s scenarios to try them out   36:14 – Getting wrapped up in a story37:05 – Where the mentor, or coach, in the hero’s journey comes in39:36 – The first test for a client, the social test41:44 – The second great test for a client, becoming injured44:51 – The implementation of the prescriptive model by creating heroes45:37 – Why are stories so effective for sales and marketing?49:01 – Testimonials versus a client story49:59 – A client’s primary barrier to signing up for CrossFit50:20 – The 2017 Two-Brain Summit AnnouncementSAMPLE:Today's Mission: It's June 6th 1944: D-Day. You're with the 101st Airborne flying high above the Douve River taking heavy anti-aircraft fire. Your unit's mission is to destroy 2 bridges over the river so the soldiers on Utah beach can push forward. As you approach your jump window, your aircraft takes a hard hit and loses its #2 (starboard) engine. The time to jump is now or never...GO GO GO. As you hit the ground you check your map and realize you're over 1 click south of your drop zone. You've landed in thick marsh and walking through the mud is like dragging your feet through wet concrete. To make matters worse, you've got to get prone from time to time because enemy patrols saw your open chutes and are on the hunt for you and your men. Your Mission: Complete 5 Rounds of: 2

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78% of new clients at Catalyst (my gym) in 2016 listed an aesthetic goal as their top priority."Fat burning" trumped "performance". "Fat loss" beat "strength". No one said, "I want to move better", keeping my 21-year-streak alive.If your clients want to look like bodybuilders, why NOT incorporate some bodybuilding movement into your programming?The line between "functional movement" and "bodybuilding" has never been a clear one. What makes a biceps curl non-functional? What makes a bench press un-CrossFit?No one is adding mirrors to CrossFit gyms here. But would adding a hypertrophy element to your programming address what people actually WANT when they come to your gym? Food for thought.Most guys who walk in your door don't want a better "Fran" time. They just want to look like Bill.Bill Shiffler is the founder of CrossFit Renaissance, of Philadelphia. He's a professional bodybuilder, and today' he'll answer questions about combining physique-specific work with CrossFit.Bill's program is Renaissance Physique. Today we dive into all sorts of topics about this program, how it works, and how you can start implementing the program at your gym. Check out this two-week starter template for more information on how it works. In this Interview:What is Renaissance Physique and Hyper Metabolic Training?Hypertrophy and its relation to CrossFitGetting bigger and building size with CrossFitPlus:How to calculate a client’s basic metabolic rate (BMR)Endurance athletes and CrossFitDetermining a safe rate of weight loss About Bill:Bill is the founder of CrossFit Renaissance and Renaissance Physique. Prior to CrossFit, Bill was a wrestler and body builder.  He is a certified strength and conditioning specialist (CSCS), Level 2 CrossFit trainer, and natural pro bodybuilder. He is passionate about helping people reach their goals whatever they may be. His new program Renaissance Physique uses HMT (Hyper Metabolic Training). This program is based on cutting edge and science based techniques to maximize both hypertrophy and superior metabolic conditioning delivering maximum results. Timeline:1:31 – Bill Shiffler Introduction2:32 – Renaissance Physique Introduction4:25 – Bill Shiffler’s background and start with CrossFit and Body Building6:52 – The Renaissance Physique training methodology7:26 – Who is Renaissance Physique for?8:18 – What is Renaissance Physique?11:34 – Hypertrophy and its relation to CrossFit13:11 – Getting bigger and building size while doing CrossFit14:50 – Specific movement focus for someone wanting to gain weight with CrossFit  16:14 – How many reps should you be doing to build mass?17:32 – Volume is key with hypertrophy training17:53 – Preventing accidental weight gain19:40 –  Showing a desired physique picture during a consultation21:29 – Addressing body aesthetic through nutrition22:46 – Calculating a client’s BMR (Basic Metabolic Rate)23:18 – Determining a safe rate of weight loss24:00 – Setting up a client’s macronutrient partition25:44 – Customizing a client’s nutrition and training program26:41 – Why choose Renaissance Physique over pure CrossFit27:41 – Why recommend pure CrossFit for a client over Renaissance Physique29:16 – Hypertrophy based classes as a group30:24 – Delivering Renaissance Physique to a client33:13 – Focusing on body aesthetic after the CrossFit Open34:30 – Marrying CrossFit Physique with bodybuilding36:00 – Using the two week CrossFit Physique template for male and female clients37:48 – Would hypertrophy and CrossFit be good for en

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