Run a Profitable Gym

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 ResourcesFree ToolsJoin the Gym Owners United group on FacebookBook a Free CallContact:mateo@twobrainbusiness.commike@twobrainmedia.comTimeline: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 WorksheetTwo-Brain Coaching coursesCOVID-19 Resources"Good to Great""Traction""Scaling Up""Get a Grip"Join the Gym Owners United group on FacebookBook a Free CallContact:chris@twobrainbusiness.comTimeline: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 ResourcesJoin the Gym Owners United group on FacebookFree ToolsBook a Free CallContact:Instagram: @mich_letendreTimeline: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 781Two-Brain Coaching: How to Coach OnlineCOVID-19 ResourcesJoin the Gym Owners United group on FacebookBook a Free CallContact:mike@twobrainmedia.comTimeline: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 OnlineOnline Trainer Brad Overstreet on How to Deal With the New Fitness WorldWarren Buffet's Simple Test for Living Your Best LifeZero to One: Notes on Startups, Or How to Build the FutureCOVID-19 ResourcesJoin the Gym Owners United group on FacebookBook a Free CallContact: 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 PowerstrokeCOVID-19 ResourcesJoin the Gym Owners United group on FacebookFree ToolsBook a Free CallContact:Instagram: @crossfitcowboy45Timeline: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 CrossFitCOVID-19 ResourcesAshley Mak on Two-Brain Radio: "The Guy Who Already Moved His Fitness Business Online Forever"Join the Gym Owners United group on FacebookBook a Free CallContact: mike@twobrainmedia.comTimeline: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.

Many trainers are in brand-new territory right now.They're used to group classes and whiteboard briefings; to cues and countdowns. But that's not the reality we're living in. Coaches need to add a few more tools to their toolkits to keep clients happy, improving and coming back for more. Here, Two-Brain Coaching co-founder Josh Martin joins Chris Cooper to talk about what coaches need to do to meet their clients' needs during the coronavirus pandemic.Links:Two-Brain Coaching course: How to Coach OnlineCOVID-19 ResourcesJoin the Gym Owners United group on FacebookBook a Free Call"How to Win Friends and Influence People""Drive: The Surprising Truth About What Motivates Us"Contact:chris@twobrainbusiness.comjosh@twobrainbusiness.comTimeline:1:41 – Coaching is about more than correcting movement faults.4:00 – Principles-based coaching.9:37 – The skill most trainers need to get better at.14:55 – The importance of customization—not just to the client’s skills, but also to the situation.17:36 – Developing the soft skills of coaching.22:41 – How coaches can use quarantine time to improve their skills.27:15 – The benefits of broadening your skill set.32:41 – Things to read and do to get better at coaching.38:55 – The new Two-Brain Coaching course: “How to Coach Online.”

Amanda Barnhart is a rising star in the Sport of Fitness.She took 15th at the 2018 CrossFit Games, her rookie year, and followed that up with a 7th-place finish in 2019—despite a bum ankle.She joined Sean Woodland to talk about her collegiate swimming career and how that led her to CrossFit, the ankle injury that nearly took her out of the Games last year and her memorable showdown with Tia-Clair Toomey in the one-rep-max clean event.Links:COVID-19 ResourcesJoin the Gym Owners United group on FacebookFree ToolsBook a Free CallContact:Instagram: @amandajbarnhartTimeline:1:31 – Training without a gym during the coronavirus pandemic.3:55 – Amanda’s athletic background before CrossFit.6:49 – Gymnastics to CrossFit: a natural progression.9:44 – Becoming obsessed with the Games from her grandparents’ sewing room.11:12 – Her first Regional experience.15:17 – Going from 25th at the Central Regional to Games qualification in 2018.19:04 – The 2018 marathon row: “I was prepared to take my gloves off and just be a bloody massacre.”20:10 – Winning the clean-and-jerk speed ladder.23:38 – On the new competition format in the 2019 season.25:44 – How to handle pressure.27:14 – What happened to her ankle?30:26  – Managing expectations after the injury.32:32 – Going head-to-head with Tia-Clair Toomey.34:41 – Taking 7th on a bum ankle and dealing with the “what ifs.”35:36 – Looking to the 2020 CrossFit Games—and being happy with best efforts.

You've moved your fitness business online. Your coaches are checking in with clients daily, helping them get fit from home.It's strange, but maybe it also feels kinda good. Maybe you're enjoying working from 9 to noon, then spending the rest of the day with your kids. Maybe you're realizing you don't need to pay rent to get people healthier. Maybe you don't want to go back when all this is over.Ashley Mak didn't.When Ashley closed the doors of Hudson River Fitness on March 14, he closed them for good. But the business isn't folding; it's just going digital. Here's how he's doing it.Links:Hudson River FitnessCOVID-19 ResourcesJoin the Gym Owners United group on FacebookFree ToolsBook a Free CallTimeline:1:46 – Getting to know Ashley Mak.3:16 – Closing down for COVID-19.7:02 – Deciding to stay digital forever.12:31 – Considering clients’ needs.15:23 – Breaking the news to the members.17:51 – Retention—and redefining the ideal client.22:33 – How Hudson River Fitness saved $10,000 per month in fixed costs.24:20 – Paying coaches under the new business model.29:49 – Adapting marketing strategies to the new situation.33:31 – Reaching out to former clients who may be a good fit for the new model.38:01 – What to do if you’re thinking about ditching the bricks and mortar for good.