Run a Profitable Gym

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 Today, he breaks down why great coaching alone isn’t enough, how outdated business advice led many affiliates to financial instability and why the future of CrossFit depends on strong, profitable gyms.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

Raising rates at a gym can be scary, but it doesn’t have to be—if you have help from a business expert. When done correctly, a rate increase can strengthen your business and allow you to provide greater value to your members. In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Chris Lomen, owner of Ripple Effect Community Fitness, who raised his rates by 15 percent and didn’t lose a single member. Chris shares exactly how he planned and communicated the price change, why annual increases are a smart business move, and how he overcame his fear of upsetting clients. He and Mike also discuss common pricing mistakes, how to phase out discounts and why keeping rates too low actually hurts both gym owners and members. If you’re hesitant about increasing your prices, tune in to hear this gym owner’s top tips, then get a mentor's help to plan a rate increase that will improve your P&L statement so you can serve members better.  To learn more, check out our episode with Greg Strauch, a Two-Brain mentor who has helped nearly 100 gym owners implement successful rate increases, linked below.LinksGreg Strauch EpisodeGym Owners UnitedBook a Call  01:45 - Real rate increase numbers08:24 - Planning the rate increase13:38 - How members responded17:11 - Why remove discounts?19:52 - No. 1 tip for gym owners

Most gym owners don’t make enough money—not because they need more clients but because their rates are too low. In this episode of “Run a Profitable Gym,” Chris Cooper explains how to set your prices the right way so your gym becomes profitable and pays you what you deserve. Too many gym owners copy their competitors’ pricing or assume their clients can’t afford to pay more. Chris walks you through a better approach, starting with using the Rule of 50 to determine your minimum membership price. He explains how to set a target for average revenue per member (ARM) and why constantly chasing more clients won’t increase your gym’s profitability if your rates are too low. Using a profit-and-loss statement (P&L), he shows you exactly how to calculate rates that cover your gym’s expenses with 50 members so you can build a strong, profitable business.   To download Chris’ sample P&L, join Gym Owners United. And find out what other gyms are charging in our “State of the Industry” guide, linked below. Links"State of the Industry" GuideGym Owners UnitedBook a Call  03:35 - Find your break-even point08:17 - Average revenue per member (ARM)14:12 - Do you need more clients?18:00 - Increase ARM without raising rates 20:29 - Recap: How to set rates

When a nearby gym shuts down, its members risk losing their momentum—but you can step in to offer them a welcoming community where they can continue their fitness journeys. That’s just what Matt Michaud, owner of EverProven, did when two gyms in his area closed their doors. This influx of new members helped his gym earn a spot on all three of our sales leaderboards: set, show and close rates. In one month, Matt's gym closed a whopping 22 sales in 28 appointments. The key is that Matt led with a Help First mindset: He and his staff focused on helping displaced members keep their fitness on track, without being pushy or “salesy.”In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Matt, who details the exact steps he took to ensure a seamless transition, from initial communication with the previous gyms’ owners to adjusting his systems to handle rapid growth. You never know when a gym near you might be forced to close, so tune in to ensure you’re ready to help.Links“Help First” by Chris CooperGym Owners UnitedBook a Call  01:08 - Helping displaced gym members08:12 - Mechanics of outreach14:15 - Prescriptive Model with groups20:46 - Avoiding staff overwhelm23:51 - Long-term lead nurture

In this episode of “Run a Profitable Gym,” Chris Cooper reveals the monthly leaderboards for set, show and close rates in top gyms around the world. These gyms aren’t just getting a ton of leads—they’re following through by booking appointments, getting people to show up and closing sales. Chris shares the exact strategies these top performers are using, from lead-nurture systems to high-converting sales processes.He also highlights four owners whose gyms landed on all three leaderboards. You’ll hear from one of them, Matt Michaud, in our next episode, airing Feb. 27.Tune in to learn how some of the best gyms in the industry are dominating sales and marketing, then take action to improve your sales funnel. LinksGym Owners UnitedBook a Call  00:51 - Key marketing metrics 03:44 - Leaderboard breakdown 07:36 - Gyms on all three leaderboards11:37 - Tips from the leaders18:54 - Where to learn more

Kieran O’Dwyer, a gym owner and marketing expert from Australia, shares his insights on lead generation strategies. He emphasizes the importance of trust in attracting potential clients through organic content. Discover his simple four-post content cycle that includes technique videos, client success stories, and community engagement. Kieran explains how authenticity and consistent posting can enhance your online presence. Plus, he introduces the 'Golden Hour' concept for maximizing marketing efforts and achieving better conversion rates!