Run a Profitable Gym

Jonathan Goodman, author of “The Obvious Choice,” knows what it takes to keep clients around—and it’s not long-term contracts.Today on “Run a Profitable Gym,” Two-Brain CEO Chris Cooper talks with Jonathan about why trust is more valuable than credentials and how creating meaningful connections with clients leads to sustainable success.Jonathan shares how to transform short-term programs into lasting commitments through quick wins, thoughtful storytelling and genuine connection.He also explains why gym owners should focus on delivering real-world results instead of chasing social media fame, and he reveals why great coaching will always outshine AI and automated solutions.This episode is packed with practical advice to help gym owners grow their businesses while delivering life-changing results. Tune in to hear Jonathan’s actionable insights for making your gym “The Obvious Choice.”  Links"The Obvious Choice"Gym Owners UnitedBook a Call  01:21 - Why write "The Obvious Choice"?05:54 - Understand the games out there18:24 - A better way to operate21:50 - Getting new clients hooked31:16 - Teaching with storytelling

The Intramural Open is a key retention tactic at Brian Foley’s gym, Activate in Ireland. In this episode of “Run a Profitable Gym,” Brian shares how the event makes his clients three times more likely to stay another year, driving significant indirect revenue. The Open also directly boosts his gym’s revenue in late winter through pre-competition skill work and retail sales. Brian breaks down strategies for creating an unforgettable event that builds community without burning out your staff—such as celebrating members throughout the Intramural Open and delegating responsibilities among coaches and team captains.His top tips for a successful Intramural Open? Make it fun and inclusive and follow the steps in Chris Cooper’s 2025 Intramural Open guide.The guide lays out exactly how to run the event, generate revenue and improve retention. New for 2025: Coop's even programmed workouts so you can plan way ahead. Get your free copy via the link below. LinksIntramural Open GuideGym Owners UnitedBook a Call  02:03 - The Intramural Open and revenue07:24 - Goal-setting sessions09:24 - Leaving an impression15:02 - Avoiding stress17:18 - Top tips for a successful Intramural Open

Imagine hosting an unforgettable event that strengthens community ties and boosts your gym's revenue. Discover how the Intramural Open fosters competition while encouraging peer support. Learn about assembling teams, scoring methods, and activities designed to engage gym members. This event not only retains clients but also generates income through entry fees and merchandise. Plus, find out how to make clients feel celebrated, motivating them to continue their fitness journey with you for another year.

The ownership group of The Tribe tripled owner earnings—and the quartet did it without frantically dumping new members into the business.In this episode, host Mike Warkentin sits down with Andi and Ed Conway—who co-own The Tribe along with Nick and Chelsea Vera—to learn how they increased revenue and profit while consistently serving about 160 members. The Conways share how their Two-Brain mentor, Storm Strout, guided them to increase their average revenue per member (ARM) by eliminating discounts, raising rates and introducing an on-ramp program. Other secrets to their growth: focusing on coach development and defining ownership roles and responsibilities.And The Tribe isn’t done growing: Its owners plan to boost revenue even further in 2025 by focusing on personal training and high-value clients.Tune in to hear practical tips for increasing your gym’s profit without adding more members.LinksGym Owners UnitedBook a Call  01:06 - What changed over the past 3 years03:51 - Getting through the fears8:50 - Events throughout the year16:11 - 2025 net owner benefit goal20:26 - Multiperson gym ownership

Every gym owner can learn valuable lessons from 2024. The key is using them to grow in 2025.In this episode of “Run a Profitable Gym,” Chris Cooper guides gym owners through a year-end exercise to analyze their wins and losses and lay the foundation for success in the future.He explains how to review metrics, identify bright spots and turn lessons into actions that will measurably improve businesses.Want to make 2025 your best year yet? Listen to learn how reflection, clarity and planning can help you grow your gym.Coop's "Wins and Lessons" PDF is available through the link below. To get the Annual Plan guide, join Gym Owners United using the link below. Links"Wins and Lessons" PDFGym Owners UnitedBook a Call  00:58 - Reflecting on wins and lessons06:16 - Looking at BSFs and journals09:01 - Where was our revenue spike?13:24 - Big lesson in December18:13 - What does Chris recommend?

Torben Keller, owner of CrossFit North 579 in Denmark, runs a gym with more than 740 members—he took the No. 1 spot on Two-Brain's recent leaderboard for client count. In today’s episode of “Run a Profitable Gym,” Torben shares exactly how he built a thriving gym with multiple revenue streams and an unbeatable client experience. He explains how he started with 250 members in the first month, scaled to over 700 without relying on ads, and keeps churn at just 3.5 percent by focusing on culture and coaching.Torben also reveals how mentorship helped him implement systems to manage a nearly 40-person staff and build a roadmap for coaches’ career growth.If you’re looking to scale your gym or create a better experience for members, don’t miss this opportunity to learn from one of the world’s top gym owners. LinksCoach Ascension Model"Help First" by Chris CooperGym Owners UnitedBook a Call  01:31 - How long did it all take?08:49 - Did Torben do any marketing?13:20 - Background on Torben’s gym22:57 - Happy clients don’t cancel27:55 - Better coaches, higher value

Some gyms have over 300 members and are still growing—but how do they do it?In this episode of “Run a Profitable Gym,” Chris Cooper reveals the secrets behind the gyms with the highest client headcounts on Two-Brain’s leaderboard. These gyms don’t rely on gimmicks or flashy marketing campaigns. Instead, they focus on retention, onboarding and delivering incredible value to their members.Chris explains why many gyms struggle with client headcount and how systems can help you attract and retain members.He shares actionable advice to help you reduce churn by improving your client experience and grow sustainably by using the four marketing funnels: referrals, content, social media and paid ads.Whether you’re aiming for 150 members or 700, this episode is packed with tips for improving your client headcount today. LinksGym Owners UnitedBook a Call  00:17 - December leaderboard03:53 - Sound tactics work in every market07:18 - What's keeping gyms from these numbers?11:55 - Being selective with clients15:29 - Focusing on client retention

Tax season doesn’t have to be a headache; smart planning can reduce stress and save gym owners money.In this episode of “Run a Profitable Gym,” former multi-gym owner John Franklin joins host Mike Warkentin to share seven tax strategies every fitness entrepreneur should know:- Keep your books clean and updated.- Get a tax estimate.- Don’t waste money to "save on taxes."- Hire your kids.- Use bonus depreciation.- Max out retirement contributions.- Open a health savings account (HSA). John dives into each strategy to help you make smarter financial decisions and reduce your tax bill. Plus, he shares a bonus tip for gym owners who earn over $100,000 per year. Don’t let tax season catch you off guard—tune in now and take control of your finances!To get Chris Cooper's model profit and loss (P&L) statement, join Gym Owners United using the link below.LinksGym Owners UnitedBook a Call  03:26 - Updating your books at tax time?08:51 - Getting a tax estimate11:54 - Don’t waste a dollar to save 35 cents17:47 - Utilizing bonus depreciation24:46 - A bonus strategy

Gym owners can take control of their businesses with a simple tool: the profit and loss statement (P&L). In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper explains how to master a P&L to improve retention, increase revenue and grow your gym. Sharing examples from his own gym, Catalyst, Chris walks you through metrics tracking and expense auditing in a spreadsheet tailored to a coaching gym.He shows you how to uncover hidden opportunities to improve profitability—whether by raising rates or improving your return on investments in staff—and run “what if” scenarios to predict the results of critical decisions. Tune in to learn how to use a P&L to avoid financial surprises, make data-driven decisions and plan for your gym’s future with confidence.To get a copy of the model P&L, join Gym Owners United using the link below and send Chris a DM. LinksGym Owners UnitedBook a Call  01:59 - Profit and loss statement04:28 - Key metrics to track08:46 - Breaking down expenses16:28 - Running “what if” scenarios19:59 - Taking control

Annual planning puts gym owners in control of their businesses. Elite gym owners take it further, crafting plans that give them the freedom to choose where they spend their time—whether inside or outside the gym. In this episode of “Run a Profitable Gym,” Joleen Bingham, leader of Two-Brain’s Tinker program, reveals how top gym owners use annual and three-year plans to achieve massive growth, financial freedom and personal fulfillment.Joleen shares stories of gym owners who grew by 30 percent in just a year, helped staff earn six-figure salaries and used strategic planning to create sustainable growth. She also lays out the four focuses of the Tinker program—lifestyle, leadership, wealth and scaling—and explains how mentorship ensures gym owners stay on track while leveling up in each area.No matter where you are in your entrepreneurial journey, this episode will help you start thinking about how to set and reach long-term goals. To get “The Essential 12-Month Gym-Building Plan for 2025,” join Gym Owners United using the link below.  LinksAdding a Nutrition ProgramGym Owners UnitedBook a Call  01:18 - Tinkers with annual plans03:13 - Beginner vs. expert annual plans10:28 - Essential elements for annual plans18:21 - Accomplish more with your staff members25:50 - Annual plan summary for gym owners