Run a Profitable Gym

Pat Sherwood has worn just about every hat you can wear in the world of CrossFit.He has been a member of the seminar staff, an analyst on the Update Show and is now the media manager for CrossFit Health—plus, he runs his own online affiliate, CrossFit Linchpin.Here, Pat talks about his experience going through BUD/S to become a Navy SEAL, how he got involved in CrossFit, what it was like being one of the first members of the CrossFit media team and how he defines good programming.Links:CrossFit Linchpin"Founder, Farmer, Tinker, Thief"Free ToolsBook a Free CallContact:Instagram: @sherwood215, @crossfitlinchpinTimeline:1:22 – Pat’s athletic background (“no athletic ability in any way, shape or form”).3:00 – Why he joined the Navy SEALs.5:07 – BUD/S: “It was unpleasant.”7:46 – Lessons learned from BUD/S.12:50 – Finding his way to CrossFit post-Navy.16:34 – Memories from the CrossFit Seminar Staff—including that one time he intervened during a domestic assault.18:38 – Competing at the ranch in the 2009 CrossFit Games.20:17 – Transitioning from the Seminar Staff to the media team.22:41 – Learning how to be a media professional.27:33 – The Larry David of CrossFit media.30:17 – When Pat asked a roomful of broadcast professionals what “hill-eet-ees” meant.31:37 – Four months touring South America on a motorcycle.34:31 – The birth of CrossFit Linchpin and the Monster Mash.38:02 – The definition of good programming.41:31 – What makes someone a good programmer.43:28 – Pat’s current role with CrossFit Health.47:21 – On health and personal accountability.49:35 – On fatherhood and finally settling down in his early forties.

Don't feed the trolls! Or wait. Should you? What about the troll that says your program sucks? Should you swoop in and argue back?Probably not, says digital-marketing expert Mateo Lopez. But that doesn't mean you should never respond to comments, either. Here, Mateo shares when and how to respond to comments, some tricks for filtering out spam ahead of time and what to do when the trolls start biting.Links: Free ToolsBook a Free CallContact: mateo@twobrainbusiness.commike@twobrainmedia.comTimeline:1:17 – Trolls gotta troll.3:21 – How to respond to questions in the comments.5:40 – Don’t distract your audience from taking action on your ads.8:08 – How to deal with the price question.9:56 – Page moderation: Filter out negative comments before they appear.13:07 – How comment moderation affects engagement stats.17:29 – Duplicating ads without comments.19:36 – Starting conversations.

If you're struggling to find clarity and direction in your business, the issue is probably not a lack of information. There are thousands of business books, blogs and podcasts with the next great idea. The real problem is paralysis by analysis: You don't know what to do with all that information. You need a map—and a guide.In this episode of Two-Brain Radio, Chris Cooper explains the newly launched Two-Brain Roadmap, the only map of its kind—developed on a foundation of data and experience—that leads gym owners to wealth, step by step. Tune in for a preview of the milestones on the map and to learn how a mentor can help you fast-track through them toward your Perfect Day.Links:The Two-Brain Roadmap"Founder, Farmer, Tinker, Thief"Book a Free Call with a Certified Two-Brain MentorContact:chris@twobrainbusiness.comTimeline:1:21 – The three tools every business owner needs.3:02 – Introducing the Two-Brain Roadmap.3:52 – A glimpse of the roadmap: The path to digital-marketing excellence.7:22 – How to filter ideas and get clarity.8:53 – The hierarchy of business knowledge.9:09 – Layer 1: Motivational memes.10:08 – Layer 2: Knowledge, tactics and strategies.10:48 – Layer 3: Peer support.12:02 – Layer 4: Education.12:52 – Layer 5: Dialogue.14:07 – Why you need a mentor.17:13 – The role of a great mentor.

You've seen him scream and punch the air like a smaller, less-green version of the Hulk. You've watched him pay the man, roar at the sky and kiss some babies. He's Josh Bridges: former Navy SEAL, six-time CrossFit Games athlete and one of the most popular characters in Games history.But behind the muscles and handlebar mustache is a big heart and even bigger work ethic. Here, he speaks with Sean Woodland about his military career, his unyielding drive to win and memorable moments from the CrossFit Games.Josh also talks about what it's like raising two young sons and what's in store for the future (competition and coffee).Links: josh-bridges.comGood Dudes CoffeeBook a Free Call with a Certified Two-Brain Mentor Contact:Instagram: @bridgesj3Timeline:1:03 – Playing all the sports.2:25 – Becoming a Navy SEAL.4:14 – Lessons learned from wrestling.5:22 – Using CrossFit to go from beers and pizza rolls to BUD/S-ready.7:08 – Visions of competition.9:11 – Josh’s first CrossFit Games: “I wanted to win everything.”10:23 – Finishing second in 2011 and watching from the sidelines in 2012.13:07 – Reflecting on Regionals in California.16:44 – Returning to the Games in 2013.19:48 – Going head to head with Rich Froning.21:49 – Lessons learned from failing to qualify in 2015.24:23 – Are Josh’s competition days over?25:44 – Raising young athletes.27:23 – Developing mental toughness.30:20 – Roasting coffee beans in Iraq.32:58 – The future of Good Dudes Coffee.34:45 – Reflecting on a career of competition. 

Selling functional fitness to the retired Marine or the ex-college athlete? Easy.Selling your program to the lifelong office worker who's never exercised and who clicked on your ad in a brief moment of inspiration? Not as easy.Cold leads are hard to convert, and that means you've got to be on your A-game if you want to close the sale. Here, sales expert and certified Two-Brain Mentor Jeff Burlingame will teach you how. You'll learn how to use the discovery phase of the No-Sweat Intro to build trust, how the Help First philosophy can help you sell the right program to your lead, how to manage objections and what NOT to do when selling to a cold lead.Links:"Help First"Book a Free Call with a Certified Two-Brain MentorContact:jeff@twobrainbusiness.comTimeline:2:43 – Jeff’s “dirty start” in sales.9:52 – Motivated vs. unmotivated buyers.11:56 – The importance of the discovery phase in a cold-lead No-Sweat Intro.15:15 – The power of the Help First attitude.16:35 – No slime; just exchanging value for value.17:59 – To increase your close rate, be responsive.20:06 – Get comfortable in front of the camera.23:34 – Set the scene.27:35 – How to blow the sale: Lessons in what NOT to do.30:22 – Why you shouldn’t give gym tours.33:51 – Using the six-week challenge to get people in the door.38:17 – The difference between upselling the six-week challenge and bait-and-switch operations.41:57 – Using the six-week challenge as an opportunity to build trust.45:06 – Upselling and downselling, and when to do each. 49:28 – Price anchoring and option closing.50:59 – Four simple steps to handle objections.56:10 – How to get better at sales.57:30 – It’s not selling, it’s helping.

You know exercise is just part of the equation: Your clients won't reach their goals without good nutrition, too.But you're a business owner and a coach, not a nutritionist. And there are so many definitions of good nutrition out there—keto, paleo, Zone, intermittent fasting, macros—so what should you tell your clients to follow? None of them, says Mike Doehla, founder of Stronger U Nutrition.Mike and his team of coaches have helped over 35,000 clients reach their health and fitness goals through nutrition, and they do it not by prescribing dogma but by addressing behavior. Links:Stronger UFree ToolsBook a Free Call with a Certified Two-Brain MentorContact:mike@strongeru.comTimeline:1:30 – From failed gym owner to uber-successful nutrition coach.3:05 – How Mike got 35,000 clients via word of mouth.4:14 – The epiphany. 5:58 – Why people don’t listen to free advice.8:06 – It’s not about what to eat; it’s about behavior.11:04 – Accepting responsibility for poor nutrition can be painful, but it doesn’t make you a bad person.11:56 – The importance of tracking.13:57 – What it takes to be a great nutrition coach.15:05 – What Mike looks for in a Stronger U coach.16:57 – Nutrition in the gym and the problem with inconsistency.19:27 – Coaching to the client.21:32 – Why Mike is writing a nutrition book.23:42 – How to deal with negative reviews.

Camille Leblanc-Bazinet is one of the most recognizable athletes in CrossFit Games history.She appeared at the Games every year from 2010 to 2018 as an individual and stood on the podium as a member of a team last year. She is also the founder of the online training program Féroce Fitness.Here, she talks with Sean Woodland about her competitive CrossFit career, what it was like winning the 2014 Games and how her goals and priorities have changed since retiring from competition and starting her business.Links:Féroce FitnessFree ToolsContact:Instagram: @camillelbazTimeline:2:47 – Before CrossFit: Playing “every sport that existed.”3:34 – Being fearless.4:52 – On the end of her gymnastics career.7:52 – Getting challenged to try CrossFit.10:29 – Goals for Camille’s first CrossFit Games: “Don’t be last.”12:15 – A glimpse of hope.13:42 – On discipline and drive.15:57 – Competing with Michele Letendre.17:10 – Lessons learned after taking 16th in 2013.21:24 – Winning the Games in 2014.24:01 – The beginnings of a new dream.28:16 – Retiring as the person she wanted to become.30:53 – On the team competition experience.31:49 – Starting Féroce Fitness.34:49 – The passion behind Féroce: helping people get healthy.38:53 – Building a fitness community.40:54 – Brownie sundaes for lunch.42:20 – Making an impact.45:34 – Who is Camille Leblanc-Bazinet today?

You've seen the ads: "Six weeks to a new you!" "Sign up for our six-week total-body transformation!"But do they really work? And if they do, does that mean you have to start all over when the challenge period is over?Digital-marketing expert Mateo Lopez is here with the scoop. He'll tell you why the six-week challenge and its variants work so well, the essential elements of a compelling offer and how to ensure your challengers stick around for the long haul.Links:Free ToolsBook a Free Call with a Certified Two-Brain MentorTwo-Brain Radio: The "New You Challenge" With Tommy HackenbruckHow to Write Facebook Ads That Make People Click and BuyStoryBrand: Can It Help You Acquire More ClientsContact:mateo@twobrainbusiness.commike@twobrainmedia.comTimeline:2:41 – The history of the six-week challenge.5:30 – The power of numbers in advertising.7:06 – The Trojan horse (but not the bad kind).10:37 – Variants of the six-week challenge.13:04 – Why you need quality supporting materials to go with your offer.14:15 – Essential elements of a compelling offer.20:00 – Matching your offer with your niche.22:50 – Finding the pain point and speaking with clarity.25:04 – The three blanks.28:39 – Avoid jargon.31:06 – How to keep challengers when the six weeks are over.

There's a lot of competition in the fitness business.Gone are the days where being a great coach and offering a great product are enough to get you clients—that's the bare minimum. Every successful gym has great coaches and great products, so what makes you different? Jason Rule, founder of Driven Nutrition, is faced with the same question daily. The supplement industry is vast and competitive, with celebrity endorsements and secretive formulas and business plans that rely on deceit. But with 1,600 gyms on his client roster, Jason's figured out a thing or two. Here, Certified Two-Brain Mentor Jay Williams interviews Jason on the tricks of the trade. You'll learn how he gets new clients, why he prioritizes relationships over volume and his processes for continuing to improve his business and build brand loyalty.Links:Driven Nutrition"Founder, Farmer, Tinker, Thief"Book a free call with a Certified Two-Brain MentorContact: Instagram: @drivennutrition, @jason_ruleTimeline:0:43 – Starting Driven Nutrition and finding a market in CrossFit. 2:16 – Teaching gym owners not to fear profit.5:44 – How to get referrals.9:26 – Standing out amidst the competition.12:20 – Celebrate the people who pay you money.14:03 – The webinar for 15 people: an exercise in starting small before you scale up.19:02 – The mission of Driven Nutrition.20:48 – Surviving sleazy competition and how to win back the clients they take.25:24 – Using setbacks as learning experiences.28:07 – What makes Driven Nutrition different.31:12 – Combining a great product with honest pricing—and still making a profit.33:03 – Why gym owners shouldn’t be afraid of buying a new car.35:16 – How to define your core values.36:49 – Gym owners: Don’t reinvent the wheel when it comes to supplements.38:40 – Educate yourself.42:51 – Recommendations from Jason’s bookshelf.

Meg Reardon is an elite athlete. After playing field hockey at the University of California Davis, she competed twice as an individual at the CrossFit Games and is slated for her third Games appearance in August.But what you wouldn't guess by looking at the leaderboard is that she's also a small-business owner. Five years ago, Meg founded Wags and Weights, a lifestyle brand for fitness enthusiasts and dog lovers. The company also supports animal shelters and rescues.In this episode, Sean Woodland speaks with Meg about her athletic career, her unique decision to scale back her training after her first Games appearance and how she's preparing for the 2020 Games. You'll also learn more about how and why she started Wags and Weights and all the great things the company is doing for dogs and rescues.Links:Wags and WeightsBook a free call with a Certified Two-Brain MentorContact:Instagram: @megg_a_tron, @wagsandweights Timeline:1:46 – Before CrossFit: Field hockey and growing up fast.3:35 – Inspired by CrossFit Games women.5:09 – Becoming a CrossFit competitor.6:43 – Making the Games—and then backing off.8:58 – Back on the field in 2019.11:00 – Learning to train to peak at the Games.13:04 – Founding Wags and Weights.16:11 – Giving back to the rescue community.18:20 – Bringing people together through fitness, business ownership and dogs.19:23 – Business lessons learned from Games training.21:51 – Keeping the brand fresh.22:52 – Partnering with Barbells for Bullies.24:27 – How you can help.