Run a Profitable Gym

Greg Glassman’s new venture, MetFix, has generated monster buzz across the fitness industry, and current and former CrossFit affiliate owners are particularly interested. So what exactly is MetFix, and how does it compare to Glassman's other major creation, CrossFit?In this episode of “Run a Profitable Gym,” Two-Brain Business founder Chris Cooper sits down with Glassman’s partner in MetFix, Emily Kaplan, to find out.Emily provides the project's background and lays out MetFix's focus on combatting chronic disease through diet and exercise. She explains why the program is designed to complement CrossFit rather than compete with it and offers her perspective on the broader health and fitness landscape.Chris and Emily also discuss how MetFix approaches coaching and education, and they dig into its affiliate model, which many gym owners want to know more about.If you are curious about MetFix, tune in to hear insights directly from one of its founders.  To learn more, visit the MetFix site via the link below.  LinksMetFixGym Owners UnitedBook a Call  00:52 - What is MetFix?17:04 - MetFix certification & affiliates26:08 - Adherence to nutrition plans36:47 - Goal of the affiliate program56:54 - Support for MetFix affiliates

Most gym owners don’t start their businesses to get rich, but that doesn’t mean they should struggle to make a living.In fact, the better a gym pays its owner, the more likely it is to stay in business and change more lives.In this episode of “Run a Profitable Gym,” Chris Cooper reveals the Top 10 gym owners for net owner benefit (NOB)—take-home pay. More importantly, he breaks down exactly what the top earners are doing to bring home between $19k and $30k per month.These gym owners have a few key things in common: They repeat simple, effective habits instead of constantly chasing new tactics; they raise rates annually to account for inflation; and they focus on retention and delivering exceptional value to clients.Chris also explains why NOB is the best measure of a gym’s health and covers some of the biggest mistakes gym owners make—like adding more members without increasing NOB—and how to avoid them.If you’re tired of just getting by, tune in to hear proven strategies for increasing your income.LinksGym Owners UnitedBook a Call  01:51 - Our Top 10 earners04:23 - What they have in common07:54 - Retention and service delivery12:37 - Reputation and social media16:36 - Smart financial planning

Some CrossFit affiliate owners believe the CrossFit Games are a powerful marketing tool for their gyms. But is that really true? In this special episode of “Run a Profitable Gym,” Chris Cooper challenges the idea that the Games help affiliates and explores what must change to make them a win for more than just elite athletes.Coop explains why Games exposure doesn’t translate to measurable benefits for affiliates and encourages CrossFit to look to other fitness competitions that are thriving.He highlights what Hyrox, Spartan Races, the Rogue Invitational and fitness festivals such as the Arnold are doing well, and he explains how CrossFit can learn from them.It’s time to rethink who the Games are really for. Tune in to hear Chris’ take.  If you missed any of the other episodes in this special series, check them out via the links below.LinksHow to Save CrossFitQ&A With CoopSave the Affiliate MovementGym Owners UnitedBook a Call  00:47 - The purpose of the Games3:15 - Should HQ scrap the Games?4:22 - Hyrox and Spartan6:20 - The Rogue Invitational7:43 - Fitness festivals

CrossFit’s future depends on its affiliates—but right now, they’re struggling. The public message is that the brand is thriving, but behind the scenes, thousands of gym owners are fighting to stay afloat.In today’s special episode, Chris Cooper explains why CrossFit affiliates are closing at an alarming rate and outlines what must change if CrossFit LLC wants to save them.For years, CrossFit HQ said that great coaching would lead to strong businesses. But as Coop shares, great coaching is not enough: Affiliate owners need the tools and strategies to build financially sustainable gyms.Coop outlines a plan to rebuild the affiliate program, starting with business education, real mentorship and leadership that prioritizes sustainable gym success over short-term revenue grabs.If CrossFit is going to survive long term, the affiliate model has to change—tune in to hear Coop’s full plan.  If you missed the first two episodes in this special series, check them out via the links below.LinksHow to Save CrossFitQ&A With Coop Gym Owners UnitedBook a Call  1:48 - Clarify the mission2:53 - Rebuild CrossFit media5:53 - Prequalify “mentors” on the platform7:44 - Track & publish affiliate metrics9:50 - CrossFit business course?

Last week, Chris Cooper published a blog titled “How to Save CrossFit,” and the response was massive—affiliate owners, coaches and industry leaders reached out with questions and concerns.Today, in this special episode of “Run a Profitable Gym,” Chris answers their questions.Coop addresses why he deaffiliated from CrossFit and why the method must evolve, then he digs into a question many have asked him: Would he ever buy CrossFit LLC? Chris also defines what real change would look like in a complete overhaul, including how to rebuild CrossFit Media, redefine the purpose of the Games, and offer affiliates real education and mentorship to help them succeed.Stay tuned for upcoming episodes in this series: Chris will explain how affiliates can be saved and lay out a plan for the evolution of the CrossFit Games.And if you missed the first part of this special series, it's linked below. LinksHow to Save CrossFitGym Owners UnitedBook a Call  5:33 - First 90 days of complete change10:21 - What about Europe?14:42 - Is CrossFit in danger?17:34 - Affiliates’ concerns20:35 - Could Coop buy CrossFit?

Free trials might seem like a great way to attract new members, but they’re actually hurting your gym.Instead of bringing in long-term, high-value clients, they often lead to price-based decisions and short retention—and they have low conversion rates, too. Today on “Run a Profitable Gym,” host Mike Warkentin and gym owner and mentor Nick Habich break down why free trials no longer work and lay out exactly what to do instead. They explain why shifting to the Prescriptive Model—where you meet with clients to identify their specific goals and prescribe a personalized solution—results in higher close rates, longer retention and increased revenue. To back it up, they share key sales and retention data. Tune in to learn how to implement the Prescriptive Model in your gym and provide increased value for clients while boosting your bottom line. Links"Help First" by Chris CooperGym Owners UnitedBook a Call   01:02 - Why are free trials bad in 2025?03:35 - Better close rates with free consultations06:49 - Stopping free trials and pushback13:01 - Move from free trials to consultations18:54 - New clients may not be the right fit

CrossFit is at a crossroads. With affiliate numbers shrinking and Berkshire Partners looking to sell, the future of the brand is uncertain. In this special episode of “Run a Profitable Gym,” Two-Brain Business founder and CEO Chris Cooper lays out a plan to save CrossFit—the company and the broader community of gym owners and trainers who depend on the brand.Chris was an affiliate owner for 14 years and worked for CrossFit HQ for six. Now, through Two-Brain, he mentors more CrossFit affiliate owners than anyone else in the world.Coop’s seen firsthand what makes affiliates successful—and why so many are struggling. Today, he breaks down why great coaching alone isn’t enough, how outdated business advice led many affiliates to financial instability and why the future of CrossFit depends on strong, profitable gyms. He outlines specific steps a new CrossFit LLC owner should take to turn things around, including revamping the affiliate model and redefining the brand in today’s fitness industry. Stay tuned for the next three episodes in this series: Chris will answer the top questions he's received about CrossFit, he'll explain how affiliates can be saved, and he'll lay out a plan for the evolution of the CrossFit Games. LinksGym Owners UnitedBook a Call  00:36 - CrossFit is shrinking03:56 - How we got here08:45 - The brand is built on affiliates11:09 - How to fix CrossFit19:20 - What real change requires

Many gym owners still rely on free trial classes to attract new members, but do samples actually help your fitness business? The data says "no."In this episode of “Run a Profitable Gym,” Chris Cooper explains why free trials are ineffective, how they hurt long-term retention and what to replace them with.Instead of creating a race to the bottom by commoditizing coaching, gym owners can improve close rates by using the Prescriptive Model, starting with a No Sweat Intro—a consultation that helps potential members understand how the gym will help them get real results quickly. Chris walks you through the steps of the Prescriptive Model and shares data comparing retention rates produced by free trials and No Sweat Intros. (Spoiler: Consultations generate length of engagement that's three times longer!) It’s time to ditch free trials and start using a system that actually works—tune in to learn how. Want to learn more about the Prescriptive Model? Click the link below.  LinksThe Prescriptive ModelGym Owners UnitedBook a Call  01:16 - The history of free trials05:12 - The close rate of free trials11:02 - The commodity effect13:40 - What to do instead19:19 - Free trials are bad for clients

What happens when every coach at your gym operates at an A+ level? In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Two-Brain Business mentor Kenny Markwardt to discuss the massive rewards of developing your training staff.As the owner of Sandpoint Strength Conditioning in Idaho and co-host of the “Strength Coach Collective” podcast, Kenny is passionate about coach development and shares how investing in his staff’s growth transformed his gym. He breaks down how coach ascension improves retention, gym culture and revenue—in fact, one of his coaches now generates a third of the gym’s total revenue!Mike and Kenny talk about how to evaluate and mentor coaches to build long-term careers at your gym, how to shift from a transactional to a relationship-based coaching practice, and how to establish a structured training system for your staff. To hear interviews with some of the top coaches in the fitness industry, subscribe to the “Strength Coach Collective” podcast, using the link below.   LinksCoach Ascension With Karl SolbergStrength Coach Collective PodcastGym Owners UnitedBook a Call  01:13 - All coaches delivering at A or A+05:02 - Good coaching helps all09:33 - Evaluating your coaches13:10 - Improving your coaches18:14 - Get results today

Good coaching is necessary but insufficient for a world-class fitness business. In this episode of “Run a Profitable Gym,” Chris Cooper breaks down why a gym owner must first focus on building a strong foundation for their business before working to improve their coaching. In the early stages, most gym owners are good coaches but weak entrepreneurs, so they must upgrade their business skills first. Once strong business systems are in place, gym owners can pivot to service delivery as the next big opportunity for growth. Chris shares six key client outcomes that define great coaching and explains why earning more certifications isn’t always the best way to achieve these results. He also introduces the “Strength Coach Collective” podcast and free public group, designed to help coaches bridge the gap between advances in training science and real-world application.  Use the links below to check out the “Strength Coach Collective” YouTube channel and join the collective’s free group to connect with other coaches, share insights and help your team grow. Invite your coaches to join, too!  For more support on the business side, join Gym Owners United, also linked below. LinksStrength Coach Collective PodcastStrength Coach Collective GroupGym Owners UnitedBook a Call02:18 - How important is coaching?04:17 - When to elevate coaching05:33 - Getting clients results10:39 - The gap between science and coaching12:05 - Strength Coach Collective