Hard Lessons From Nearly 20 Years of CrossFit Gym Ownership

About 65% of small businesses fail by Year 10, so very few gym owners get to see what works across two decades of ownership.

But Bill and Staci Russell have endured to achieve something rare: Their gym, CrossFit Cleveland, has been their sole source of income for nearly 20 years.

In this episode, Bill shares hard-earned lessons learned from surviving multiple economic cycles, overcoming staff challenges, adjusting to market shifts and making personal pivots in the fitness industry.

Bill and Two-Brain founder Chris Cooper—another two-decade gym owner—review practical lessons younger gym owners often miss, including:

- Demand must be present before you commit to a facility.
- Your first target market is often wrong.
- Staffing mistakes compound over time.
- Culture problems can be prevented before they appear.
- Surviving is not succeeding.
- Smart, ethical exits and transitions are possible.

Whether you’re early in ownership or deep into it, insight from these two long-serving entrepreneurs can help you make better decisions that will set you up for years of profitability, success and happiness.

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Gym Owners United

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5:55 - Proof of concept

12:41 - Knowing your target market

22:24 - Hire slow, fire fast

37:55 - New gym owner mistakes

43:25 - The secret to 20 years