Run a Profitable Gym

Noah Abbott was a coach for years before he opened Lumos Fitness Collective in Austin, Texas. And while the gym did well enough, his perpetual coach's perspective prevented him from leaning into challenges and doing more. So when the COVID-19 pandemic left him with some spare time in his schedule, Noah signed up for RampUp with Two-Brain Business.Working with a mentor, Noah said, has helped him evolve his voice and decision-making skills as an authority figure, revamp his intake process, and build thriving PT and nutrition programs that are helping his staff develop careers. Plus, the gym is making more revenue month over month than ever. Here's just some of what Noah learned through mentorship and the RampUp program.Links:Lumos Fitness CollectiveRampUp: Book a free call!How to Make $100,000 Per Year With 150 ClientsLevel MethodBeyond the WhiteboardGym Owners UnitedTimeline:2:10 – Developing an owner’s perspective.7:53 – Revamping the intake process.12:38 – Why RampUp?16:33 – Mentorship, flexibility and finding the right solutions.23:24 – Building careers for staff.26:10 – One year later: Increased membership and revenue.28:07 – When—and how—to expand.32:24 – Moving forward: Mentoring coaches and expansion by replication.

Mat Fraser might be able to do a workout with 400 weighted pistols immediately followed by 300 freestanding handstand push-ups and a 1-rep-max snatch, but that doesn't mean you should program it for your clients. "But he's the inspiration!" you say. "They need something to work toward!"True. But most of your clients have goals like losing weight, getting stronger, or just staying fit for their daily lives. That doesn't mean you should set the bar low, but think how much your clients will accomplish if they're not constantly feeling like they're falling short. Here, Brooks DiFiore of Two-Brain Programming talks with host Mike Warkentin about how to program for your client avatar and how Two-Brain Programming's philosophy can help make your clients happier while improving your gym's revenue. Links:Two-Brain ProgrammingIncite TaxArboxGym Owners UnitedTimeline:1:09 – Are your clients frustrated? 3:34 – Overprogramming: How we got here. 8:08 – Why “program for the best, scale for the rest” doesn’t always work.12:11 – How the CrossFit Games have influenced gym programming.15:18 – Re-evaluating expectations.18:08 – Reversing the equation.20:17 – Where do benchmark workouts fit in? 24:06 – Programming to your client avatar. 25:28 – How Two-Brain Programming helps gym owners retain and please clients. 27:21 – Three workouts modified for three different clients with three different goals. 32:22 – It’s about providing better service. 34:40 – How to try Two-Brain Programming for free. 

Jeff Holloway was ready to call it quits. He loved coaching, but running a gym business was another story. He was working 50-60 hours a week, and he just couldn't do it for another 10 years. Then COVID-19 hit, and a single document saved his gym: Two-Brain's free guide, "How to Add Online Training in 24 Hours." Once he saw his business was going to survive COVID, Jeff went all in and joined Two-Brain's RampUp program. Mere months later, after implementing new systems and programs and following his mentor's guidance, the gym saw a 30 percent increase in revenue—a lifetime PR in the heart of the pandemic.Tune in to learn how RampUp helped Jeff transform his business, build careers for his coaches and start waking up eager to face new challenges each day.Links:CrossFit RomeTwo-Brain ProgrammingRampUp programChalk It ProGym Owners UnitedBook a free callTimeline:1:57 – “I didn’t know how to run a business.”3:38 – “I can’t do this for 10 more years.”5:53 – The document that saved Jeff’s gym.10:34 – The power of systems.14:30 – The scariest change: raising prices.19:57 – Hitting a lifetime revenue PR.23:31 – Enjoying the business again.27:11 – What to do if you’re ready to pack it in and call it quits.

When was the last time you updated your Google My Business page? It only takes a few minutes, but it could have a critical impact on the success of your business.Your Google My Business page is a free business listing on Google. And no surprise: The better you flesh out your listing, the better you'll rank on Google's various search platforms. Here, digital-marketing expert Mateo Lopez will tell you exactly how your GMB page affects where you rank on Google searches and in Google maps—as well as how to optimize your listing to get more leads.Links:Google My BusinessBeyond the WhiteboardTwo-Brain CoachingGym Lead MachineTimeline:3:19 – What is Google My Business?7:35 – The Google knowledge panel.9:30 – Keyword searches and how GMB determines where you rank.14:13 – How your business name in GMB affects your rankings.22:15 – Choosing your business category.27:27 – The importance of accuracy.31:29 – The power of pictures.35:35 – Increase your reach with GMB posts.37:21 – Posting reviews on GMB.40:11 – The one thing you should never do on your GMB page.

You can teach a great squat. But do you want to be coaching the 5-a.m. class when you're 70?If not, you might want to think about other ways to generate long-term wealth—and for some gym owners, investing in real estate just might be the best way to do that. Here, Mike Warkentin speaks with two gym-owner-turned-investors to learn exactly how and why they've used real estate to grow their wealth. Two-Brain founder Chris Cooper shares his experience investing in commercial real estate while Two-Brain Fitness Business mentor Jeff Smith covers the residential side. Plus, you'll get a glimpse into what the Two-Brain Tinker group has to offer gym owners who are ready to start seriously growing their wealth.Links:Beyond the WhiteboardAGuardGym Owners UnitedTimeline:1:02 – Chris Cooper’s journey into real-estate investing.5:34 – Owning your gym’s building: risk vs. reward.11:29 – Who should consider buying? 13:12 – How to get the inside scoop.15:07 – Commercial or residential?18:27 – Figuring out what’s possible.20:27 – Real estate: cheaper—and safer—than other retirement savings options.25:32 – How Jeff Smith got into the real-estate game.26:37 – Risk management.29:28 – Jeff owns a bunch of residential properties. So why does he still rent space for his gym?35:05 – The “BRRR” strategy38:41 – Not a get-rich scheme, but the next phase in the entrepreneurial life cycle.42:10 – How to bridge the gap from gym owner to wealth accumulator.43:18 – What happens in the Tinker group—and how to get in.

Average revenue per member (ARM) and length of engagement (LEG) often steal the spotlight when it comes to tracking your metrics, but do you know your average lifetime value (LTV)? It's just what it sounds like: How much a client spends over the entire course of their business relationship with you. And while it may not seem as immediately crucial as ARM or LEG, knowing that number can help you make important decisions, such as how much to spend on lead acquisition. Debbie Rosslan owns CrossFit Unstoppable in Jefferson City, Missouri, and her LTV is one of the best in the biz: She's among the top 12 Two-Brain gyms whose LTV ranges from $8,200 to $14,000.Get a glimpse of how she does it here.Links:CrossFit UnstoppableForever FierceGym Lead MachineGym Owners UnitedTimeline:2:00 – CrossFit Unstoppable: Then and now.5:34 – Building relationships with clients.7:13 – The 100-Month Club and other key touchpoints.11:18 – Membership: The sweet spot.13:54 – Gamifying retention.16:15 – Knowing your client avatar.20:11 – Learning from LTV.23:21 – Improving LTV with goal-review sessions.28:20 – Getting members to buy in to goal reviews.30:18 – Generating reviews.

At the time Billy Gorham bought out his business partner, the gym was more hobby than business—so Billy joined Two-Brain Business' RampUp program to learn how to level up.One year later, he's surpassed his total revenue for 2020 just five months into 2021. He's increased his membership from 55 members to 130—and also increased average revenue per member by almost $100.  Plus, he's on track to make about 10 times his investment in the RampUp program. But mentorship isn't all about money. Billy says the program has also helped him revolutionize the client experience at his gym and build real careers for his coaches. Tune in to learn exactly how RampUp helped him hit all these milestones and more.Links:RampUp programChalk It ProDriven NutritionGym Owners UnitedBook a free callTimeline:2:12 – From “garage-style gym” to “premium health and fitness center.”3:22 – The state of CrossFit Jax pre-Two-Brain.4:27 – Buying a gym right before COVID.7:24 – Love at first sight: The Two-Brain Roadmap.9:50 – Finding focus.12:38 – Identifying the right client avatar.14:20 – Results and revenue.17:05 – Focusing on high-value services.19:29 – Increasing profit margin.21:27 – Moving the goalposts.22:26 – The power of mentorship.25:42 – “Don’t hesitate. It’s by and far the best thing you can do for your business.”

Do you track your gym's average lifetime value (LTV)? LTV is how much a client pays you over the entire course of your business relationship.It's a marriage of two other important metrics—average revenue per member (ARM) and length of engagement (LEG)—and it's a great way to get some perspective on the health of your business.Jonathan Beckner owns Move Functional Fitness in Decatur, Georgia, and in March 2021, his gym's average LTV was just shy of $12,000. Yes, that's the correct number of zeroes.Here's a look at how he hit that number and why you should be tracking LTV.Links:Move Functional Fitness"How to Make $100,000 Per Year With 150 Clients"Level MethodGym Lead MachineGym Owners UnitedTimeline:1:45 – Looking at length of engagement.6:07 – How to get clients to stick around.8:16 – Keeping clients during COVID.13:45 – Lifetime value: a reflection of the value of your services.15:34 – Increasing average revenue per member.18:23 – LTV: Providing perspective on ad spend and lead costs.22:14 – To increase LTV, focus on value first.

Kate Spinner has suffered, survived and triumphed over more challenges in the last decade than many do their entire lives. You might know her better as Kate Rawlings, a former CrossFit Games athlete and the founder and owner of Coca CrossFit in Ohio.  She opened her gym just a month after competing at the 2010 CrossFit Games, and since then she has weathered major injuries, shifts in career identity, family tragedies and now, the COVID-19 pandemic. Yet despite it all, Kate and her business are stronger than ever. Even as some gyms are still picking up the pieces after repeated lockdowns, Coca CrossFit has grown, added programs and doubled its revenue.Even better, Kate says she's living her Perfect Day. Links:Coca CrossFitIncite TaxTwo-Brain CoachingGym Owners UnitedTimeline:1:33 – Can you be an elite CrossFit Games athlete and an elite gym owner simultaneously?5:53 – The 2010 CrossFit Games: One pair of shoes and Amanda under the lights.10:39 – Dealing with major injuries and reassessing priorities.15:08 – The early-adopter benefit.17:43 – “Coca CrossFit 2.0”18:35 – All the stuff Kate wasn’t paying attention to in her business.19:55 – Heart-shattering tragedy.27:34 – Learning vulnerability.29:42 – Running a gym with a baby strapped to her chest.31:54 – Right as things were getting good: COVID hits.34:18 – The 48-hour ultimatum.36:09 – Finding Two-Brain Business: “They’re our people.”37:04 – How Coca CrossFit doubled its revenue in one year.39:26 – Moving into the CEO role.42:02 – Big plans for the future: aligning passion, vision and history.

In his roughest years, Jeff Jucha was paying his gym's bills by maxing out his personal credit cards. He couldn't afford staff. And his bed was a hammock bolted to the gym office walls.But when an almost life-threatening sickness showed him just how much he'd been worn down, he made some changes. The biggest one? He started paying himself first.Since then, Jeff's become a profitable gym owner and now helps others do the same as a Certified Two-Brain Fitness Business mentor.  Tune in to hear his story and learn how you, too, can make your business profitable while prioritizing your own well-being.Links:"How to Make $100,000 Per Year With 150 Clients""Profit First for Microgyms"Why Your Gym Must Pay You First (And How To Make It Happen)Chalk It ProTwo-Brain ProgrammingGym Owners UnitedTimeline:1:52 – No money, no goals, no structure.3:11 – Maxing out personal credit cards to keep the gym afloat.6:06 – Sleeping in a hammock—in the gym office.7:54 – Divorce, worsening mindset and debilitating sickness.11:21 – The first step toward change.13:00 – Finding new ways to increase revenue.18:27 – Writing himself a check.22:56 – Taking the next step with Two-Brain.26:02 – Lessons learned from the Profit First method.28:49 – Set the intention for your business.31:39 – How to start paying yourself when you don’t know where the money will come from.36:03 – What happens when gym owners start paying themselves first.