Run a Profitable Gym

Ever thought about what you can learn about risk management from a brothel? As it turns out, a lot—and that's just one of many risk-management examples author Allison Schrager uses in her book "An Economist Walks Into a Brothel: And Other Unexpected Places to Understand Risk."In this episode of Two-Brain Radio, Chris speaks with Allison to understand how the risk-management principles that guide other high-end service providers can apply to microgym owners.You'll also learn how to compete with big chain gyms charging $10 a month, how the commoditization of fitness training with technology could actually help your business and how to best position your offerings in the face of a recession.Links:"An Economist Walks Into a Brothel: An Other Unexpected Places to Understand Risk."Contact:Allison SchragerTimeline:1:59 – Allison’s passion for teaching risk management.3:02 – Risk management: Lessons from the pro poker world.6:31 – How to mitigate risk when opening a gym.8:12 – Don’t just take risks for risks' sake: You need a clear goal.9:26 – Defining risk.11:07 – There’s a recession looming. Should gym owners be worried?13:42 – In the face of an economic downturn, focus on high-touch services.14:39 – How Equinox got Allison hooked.17:40 – The industrial revolution and personal training.19:33 – There’s no escaping Jeremy.21:21 – On differentiating yourself in a commoditized market. 26:37 – Virtual personal training: a high-touch service at a more accessible price.28:52 – The second wave of industrialization: technology.31:43 – Eliminating the mediocre and how technology can enhance your service without replacing it.33:34 – Allison’s first trip to the brothel.36:27 – Learning negotiation and risk-management tactics at Bunny Ranch.39:34 – Balancing the personal and the technological in fitness service.

Two-Brain Radio: Tanya Wagner—Athlete, Analyst, Affiliate OwnerTanya Wagner was the third woman to win the CrossFit Games and the last to do it at the historic ranch in Aromas, California. She and her husband Josh also own CrossFit Apex in Souderton, Pennsylvania.Tanya and Sean talk about how she got into CrossFit, what the competitive landscape looked like more than 10 years ago, what it was like to be a color commentator for the CrossFit Games and how she incorporates fitness into raising her two children today.Links:CrossFit Apex"Founder, Farmer, Tinker, Thief""Two-Brain Business""Two-Brain Business 2.0""Help First"Free ToolsContact:Instagram: @tanewagnerTimeline:1:48 – Before CrossFit: Tanya, the aggressive goalie.2:52 – Filling the post-collegiate competitive void with CrossFit.4:15 – She never meant to open a gym … 6:13 – The 2008 CrossFit Games: unknown names and redlining workouts.8:54 – Taking second in 2008. 11:30 – Winning in 2009: $5,000 and a golden sledgehammer.13:34 – Witnessing the birth of a new era in the Sport of Fitness.17:32 – Joining the CrossFit media team.18:57 – Donning the headphones at the 2012 Central East Regional: “It was a mess.”20:19 – Learning how to be a CrossFit analyst.22:56 – Remaining neutral when you’re friends with the athletes.25:39 – Motherhood: a new season of fitness.28:40 – Kids who tire-flip the cat-food bag.30:40 – What Tanya misses most about competition.32:42 – The best part of it all: sharing CrossFit with others.

Two-Brain Radio: Marketing Podcast Take-Over With Mike WarkentinThis week, we're turning the tables on you. Mike Warkentin of Two-Brain Media is hosting this episode of Two-Brain Radio, and his guest? None other than digital marketing expert Mateo Lopez. Mike owns CrossFit 204 in Winnipeg, Canada, so he understands the problems small-business owners face: tight budgets, lack of marketing expertise and fear of seemingly complicated ad algorithms. He grills Mateo on how digital marketing works, which advertising mediums are best and how to understand the numbers behind it all.If you're a small-business owner struggling to see the value of paid advertising or are simply confused by it, this is the episode for you.Links:Free Help KitAffiliate GuardContact:mateo@twobrainbusiness.commike@twobrainmedia.comTimeline:4:07 – Horror stories from inside the radio biz.6:33 – Two-Brain Marketing’s humble origins.11:09 – Mateo’s first Facebook ad campaign.13:50 – Calculating ROI and the magic matrix: “It’s just math.”17:12 – What you need to do before you turn the ads on.19:29 – How to tell if a marketing platform is worth the investment.22:42 – The advantage of digital marketing: You can tweak it in real time based on real results.25:23 – Branding vs. direct response marketing.

Food for Thought Friday - Are You Doing Your Clients a Disservice? Is your on-ramp program more assembly line than training tool? Many gyms put new clients through an on-ramp class and then shuffle them to group classes after the on-ramp program is over—regardless of that client's actual abilities. The trainer might not even know what the new client's abilities truly are. Here's why you should consider PT for newbies instead. 

Two-Brain Radio: Fat People on MarsIn this quick and dirty episode of Two-Brain Radio, Chris Cooper tackles the goal of all of humanity: the pursuit of happiness. And to be happy, you've got to be healthy.That's where you come in. Fitness professionals are leading the pursuit of fitness—and therefore happiness.That's why our goal is to produce 1 million fitness entrepreneurs: to lead our species forward and produce more healthy, happy people.Links:Paying Attention to Mental Health With Colm O'ReillyCraig Hysell's daily blogBonnie Skinner on depressionDaily directive exercises with Mark DivineContact: chris@twobrainbusiness.comTimeline:00:32 – The wealth of modern humankind.2:37 – Losing the fight to conquer ourselves.3:31 – Happiness: the ultimate goal.4:28 – To be happy, you need to be healthy.5:20 – Fitness professionals: leading the pursuit of health—and therefore, happiness.

Two-Brain Radio: Reporting on Fitness With Niki BrazierIn this episode of Two-Brain Radio, Sean Woodland talks with CrossFit Games sideline reporter Niki Brazier.Niki has been involved with CrossFit media since 2013. Before that, she was a reporter, anchor and producer for a local TV station in Maine. Niki is one of the most experienced sideline reporters covering the Sport of Fitness right now. She talks about how she got involved with the media team back in 2013, some of the unique challenges of being a sideline reporter and where she thinks the coverage of the sport is heading for the rest of the year and beyond.Links:Two-Brain Business Free Tools"Founder, Farmer, Tinker, Thief""Two-Brain Business""Two-Brain Business 2.0""Help First"Contact: Instagram: @reporternicoleTimeline: 1:55 – Before CrossFit: Niki’s work as a local TV news multi-media journalist.2:52 – What’s really like to work in TV news.3:48 – Why Niki chose a career in news—and why she left it behind.4:42 – Finding CrossFit like a true journalist: via a news story.6:10 – How life in front of a camera prepared her to be a coach.7:34 – Joining the CrossFit media team in 2013.9:01 – From canned stories to sideline reporting.10:02 – Sideline reporting: What it is and what the biggest challenges are.12:29 – How Niki’s TV news chops prepared her for CrossFit media coverage.13:35 – Terrifying emails from Sean Woodland.16:30 – CrossFit Christmas: Late-night drinks and early morning call times.17:49 – That time Lukas Högberg really had to take a dump.19:38 – Dealing with the unexpected during live broadcasts.21:15 – Preparing for a live broadcast.22:57 – Post-CrossFit Inc. media: being the sole sideline reporter for the 2019 CrossFit Games.24:34 – Continuing to freelance in the sport of fitness.27:46 – Predicting the future media landscape of the sport.31:26 – More than event coverage; it’s about inspiring people.

From Gas-Station Gym to 5,000 Square-Foot-Facility With Jonathan WattJonathan Watt opened Townie: A Fitness Community in an abandoned gas-station garage. He painted the walls, made a post on Facebook and showed up at 5:30 a.m. the next day, praying someone would show up.Someone did, and the gym soon expanded to the 5,000-square-foot facility it's in today. But when Jonathan found himself still wearing all the hats just before the birth of his first child, he knew he needed to "legitimize our business, and we needed to be able to hire coaches and, you know, really step up our game."In this episode of Two-Brain Radio, you'll learn how mentorship helped Jonathan build a staff, establish a gym culture and shift his mindset on sales and marketing.Links:Townie: A Fitness Community Level MethodContact:Instagram: @towniefitnesscoTimeline:3:07 – Why “Townie,” and why the name rebrand away from CrossFit.5:28 – Finding CrossFit in 2010: “It was grungy; it smelled like a gym locker room, but I loved it.”7:24 – Discovering a passion for helping people through fitness.9:21 – The first location: an abandoned gas station.11:53 – Affinity marketing in the early years.13:54 – Why sign up for mentorship?15:41 – Putting marketing on hold to solidify procedures and staffing first.20:07 – From Day One client to first staff member: the culture of the gym.23:18 – On selling happiness and confidence.24:24 – Taking the plunge into paid advertising: “It was kind of a big shock.”26:55 – Shifting perspective on sales.29:33 – Eliminating staffing frustrations with written SOPs.31:52 – Reducing No-Sweat Intro no-shows with text-message follow-ups and confirmations.32:32 – The InBody as a tool for selling nutrition.33:49 – The key to success? Mentorship and community. 

Food for Thought Friday - How Often Are You Communicating Your Values, Mission or Vision?You know the values, mission and vision of your business. You're pretty sure your staff knows, too—but are you sure?Even if they do, is it something they think about often? To keep your vision at the forefront, make sure you're communicating it to your staff regularly.

Two-Brain Coaching: The Second-Degree Course With Josh MartinJosh Martin is a Two-Brain Business mentor and the creator of Two-Brain Coaching, an international company dedicated to the development of fitness coaches.Two-Brain Coaching is method agnostic; that is, it teaches the principles of great coaching that can be applied to any methodology. In this episode of Two-Brain Radio, Josh explains the five principles of Two-Brain Coaching, the difference between fixed and variable lesson plans and how Two-Brain Coaching develops coaches by layering on complexity over time.You'll also learn all about the First and Second-Degree Courses, how owners can implement them in either a hands-on or hands-off capacity and the courses' ROI for both owners and coaches.Links:Two-Brain CoachingTwo-Brain Coaching Course RegistrationFor Time DesignContact: josh@twobrainbusiness.comTimeline:4:43 – Methods vs. principles of coaching.7:26 – Two-Brain Coaching principle No. 1: Focus, effort and time.8:19 – Principle No. 2:  Learn, design, deliver and refine.9:10 – Principle No. 3: Sleep, eat, move and manage.9:59 – Principle No. 4: Power through education.10:02 – Principle No. 5: Everything is everything.12:53 – The two variables a coach has to manage: Lesson and audience.13:52 – Fixed vs. variable lesson plans.16:15 – Greg’s moment of truth.17:59 – Set your coaches up for success by adding complexity over time—just like your clients.22:30 – Free master class for Two-Brain Growth Stage clients.23:56 – No time? Done-for-you courses provide all the training with no micromanaging from you.24:47 – The free owner’s handbook.27:52 – Covering Two-Brain Coaching trainers with Affiliate Guard for just $150 a year.30:47 – The coach’s ROI.34:04 – The owner’s ROI.37:11 – Why you have to take the Two-Brain Coaching courses in order. 39:06 – How to learn more about the courses for free.

Two-Brain Radio: The Morning Chalk Up With Justin LoFrancoIn this episode of Two-Brain Radio, Sean speaks with the founder of The Morning Chalk Up, Justin LoFranco.Justin started the daily newsletter in 2016, and over the last four years it has become part of every CrossFitter’s morning ritual—the newsletter now boasts 85 thousand subscribers worldwide. Sean and Justin talk about how his life working in the government helped prepare him for his current endeavor, how he was able to build the Morning Chalk Up into its current state and what the future of the site looks like as we get deeper into the 2020 CrossFit Games season.Links: Morning Chalk Up"Founder, Farmer, Tinker, Thief""Two-Brain Business""Two-Brain Business 2.0""Help First"Free ToolsTimeline:1:13 – Introduction to Justin LoFranco.3:58 – Before the Morning Chalk-Up: A career in politics.6:06 – Why Justin left politics.7:51 – Finding, forgetting and rediscovering CrossFit.6:55 – Training in the basement of the U.S. House of Representatives.10:13 – How a daily political newsletter inspired the Morning Chalk Up.12:40 – Launching the Morning Chalk Up with no money or staff.15:57 – Determining the newsletter’s direction and audience.20:29 – Hitting “go” and building a subscriber base.22:59 – How Facebook advertising helped get subscribers.25:13 – Filling the vacuum left by CrossFit Inc. media.27:52 – How years of due diligence prepared LoFranco and staff to take on new opportunities.29:32 – From a one-man-band to a growing staff.32:48 – Just because you can do something yourself doesn’t mean you shouldn’t hire someone else to do it.33:45 – Dominating the written market and slowly expanding into other mediums.35:37 – The future of the Morning Chalk Up.