Run a Profitable Gym

Two-Brain Radio: The Golden Goose With Jeff BurlingameIn this episode of Two-Brain Radio, we're treating you to another prime talk from the 2019 Two-Brain Summit.Jeff Burlingame is a senior Two-Brain Business mentor and the owner of Friction CrossFit in Grand Rapids, Michigan. A couple years ago, Jeff took a 30-day break from running his gym—and he never came back. How was that possible? He'd found his golden goose (or in this case, geese). After trusting the wrong person with his business and nearly losing everything, Jeff learned to put the right people in the right seats to grow his business without him. In this talk, he'll teach you how to spot people with the potential to become golden geese, how to determine which roles they might perform well, how to slowly expand those roles and how to evaluate them. He'll also tell you what you can do to keep your golden geese happy and provide opportunities for growth so they don't fly the coop.Links:https://frictioncrossfit.com/https://fortimedesign.com/Contact:jeff@twobrainbusiness.comTimeline:4:55 – What’s a golden goose?6:50 – Golden geese aren’t born; they’re made.7:47 – Trust, faith and responsibility.9:16 – Identify their likes, dislikes, strengths and weaknesses.11:08 – A lesson in what not to do.13:13 – In hindsight: Mentorship might have prevented disaster.15:22 – Grow them into responsibility; don’t begin with everything at once.17:45 – Take a 30-day test run and then evaluate: objectively and subjectively.19:48 – You might have the right person but the wrong seat. So change seats.24:28 – Over-communicate: Find out what your staff wants.26:18 – To get the right people in the right seats, you need to mentor them. 28:10 – What do you need to do to meet their needs?29:53 – An example of gradual role progression.33:22 – Part of progressing your staff means stepping out of roles you don’t love.35:22 – The vacation test: Does your business grow when you’re not there?37:11 – Homework: Identify your golden-goose candidates, discover their goals and ambitions and identify which roles they could take on.38:36 – Pay structures and meta-roles.40:13 – What does it mean to have an abundance mindset?41:43 – How to keep a golden goose in the coop: Show potential.45:32 – Take staff progression step by step.

Two-Brain Radio: CrossFit Memes With John WooleyYou’re probably more familiar with his work than you are with him. John Wooley is the man behind the most popular CrossFit meme page on Instagram, "Make Wods Great Again."After finding CrossFit nine years ago, John decided to put his keen sense of humor to work on social media, and the rest is history. He and Sean talk about how the page got started, what makes a good CrossFit meme and what it’s like to meet the targets of some of his good-natured humor in person.Links:https://makewodsgreatagain.comhttps://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSXContact:Instagram: @makewodsgreatagainTimeline:1:13 – Banker by day, comedian by early morning. 1:36 – "It's like P90x, but harder."2:48 – The birth of “Make WODs Great Again.”5:38 – From 0 to 10,000 followers in one month.7:15 – Powered by coffee and ADD.8:16 – What makes a good meme?10:01 – Dealing with controversy.11:45 – Where do you draw the line?14:11 – Meeting Mat Fraser—and other meme targets.17:32 – Becoming an accidental CrossFit celebrity.19:25 – How the memes get made.22:34 – More than just a laugh: Bringing the community together.24:24 – Breaking new ground with podcasting.25:48 – Interviewing Greg Glassman.27:22 – Gold mine or labor of love?28:47 – Keeping it fresh.

Two Brain Radio: How Jill Glasenapp Turned $650 Into $8,400 Through AdvertisingJill Glasenapp joined the Cobra Command CrossFit team as a coach at the gym's two-year mark and bought in as a partner six months later. Though she'd already put systems in place before joining the Two-Brain family, she knew she needed help growing the business. The lessons she learned in the Incubator, she said, helped her learn how to step out of low-value roles and start working on the business instead. Now in its fourth year, Cobra Command has a well-refined sales and lead-nurture system in place and has grown its membership from around 150 to 200-plus members.Links:https://cobracommandcrossfit.comhttps://fortimedesign.comContact:jill@cobracommandcrossfit.comTimeline:4:25 – Gym names and comic-book nerds.5:10 – The journey from coach to co-owner.6:36 – Negotiating a buy-in.7:32 – Why mentorship?8:21 – Discovering the Kingmaker Equation.9:20 – Learning how to target the right audience.10:43 – Standing apart as a famiy-centric gym.11:56 – The lead-nurture process.13:39 – Training your staff for sales: role playing is key.16:15 – How to turn a facility tour into a sales strategy.18:26 – Pitching the best fit for the client.20:02 – From two or three No Sweats a week to 20.21:16 – Maximizing location. 23:16 – The key to success? Stocking the team with the right people.

Two-Brain Radio: Converting More Clients With John Franklin and Mateo LopezIn this episode of Two-Brain Radio, we're taking you inside the 2019 Two-Brain Summit with a talk given by digital marketing mentors John Franklin and Mateo Lopez.The theme of the talk is this: Know your numbers. John and Mateo will walk you through how to calculate a marketing budget, what it costs to acquire a new member and what to do when you have that information. They discuss the concept of losing money to make more money, the advantages of digital marketing and the secret "get-rich-quick" tactic most gym owners are leaving on the table.Links:https://foreverfierce.comTimeline:2:41 – What is good marketing?5:30 – An effective marketing funnel in action.7:51 – The era of “build it and they will come” is over.11:29 – A glance at marketing trends in other industries.12:53 – In the fitness industry, we have to spend more to compete.14:54 – How Netflix, Dollar Shave Club and the grocery store lose money to make money.22:19 – ClassPass and Groupon: Why discounted leads aren’t the best strategy in the long run.28:13 – Doing the math: What do you need to pay to get a new customer?29:35 – Calculating your marketing budget.30:22 – Calculating the lifetime value of a client.31:57 – What’s your target profit?32:51 – What are your expenses per client?35:00 – As you grow, you can spend more on marketing.36:44 – The effectiveness of digital marketing.39:32 – The One Weird Trick to Get Rich Quick!44:16 – Speed matters.52:29 – You’re never done nurturing. 

Two-Brain Radio: Steph ChungOn this episode, Sean speaks with former CrossFit Games athlete and current Invictus Fenway coach Steph Chung. Steph knows a thing or two about hard work. Before becoming a competitive CrossFit athlete, she graduated magna cum laude with a degree in biological sciences from the esteemed Cornell University. She also spent two years teaching pre-medical biology in Qatar.She originally started CrossFit to supplement her college gymnastics training but discovered a love for CrossFit competition in its own right while in the Middle East, eventually becoming a three-time Meridian Regional athlete and making her CrossFit Games debut in 2018. Steph tells Sean why she changed career tracks from med student and academic to CrossFit coach, how her academic background makes her a better trainer and what the CrossFit community is like in the Middle East.Links:https://invictusfenway.com/https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSXContact:Instagram: @stephchung2Timeline:1:59 – Graduating magna cum laude from Cornell.2:43 – Steph's thesis: “The potential effects of magnesium deficiency in pregnant mothers and their fetuses."5:12 – What it’s like to be surrounded by brilliant minds. 6:40 – Postponing pre-med to teach in Qatar.9:37 – The transition from student to teacher.13:37 – A shift in professional goals: From treating symptoms to curing disease. 14:52 – Discovering CrossFit: “I had never picked up a barbell before.”17:54 – From cherry picker to competitive CrossFit athlete.20:17 – The CrossFit scene in Qatar.22:33 – Steph’s athletic evolution over her three-year Regional career.24:11 – The power of positivity. 25: 33 – Competing among the fittest on Earth. 26:27 – Returning to the U.S. and becoming a coach at Invictus Fenway.28:16 – How to relate to the average-Joe athlete.29:42 – Lessons learned from her coach and husband Rob.31:50 – How to give clients the best hour of their day.34:00 – The future of Steph’s competitive CrossFit career.

Sasha Kone is a 38-year-old mom of two, a horse dentist and also the owner of Endless Mountains CrossFit in Towanda, Pennsylvania, a mountain town of less than 3,000.Sasha discovered CrossFit after six years of doing functional fitness training with a personal trainer, part of her chiropractor-mandated treatment for low-back pain caused by years of holding heavy horses' heads while she worked. She loved the CrossFit-style training so much that she trained in her barn with jury-rigged barbells made of pipe and sand.Soon, her buddies started training with her in the barn, and with no CrossFit gyms in the entire county, she decided to affiliate less than a year ago. Though the gym experienced a burst of initial growth, membership plateaued at 30 and she knew she needed help.That's where Two-Brain came in. With the help of Two-Brain Marketing and the Incubator, Sasha learned to learn from her seed clients, how to place ads and how to develop a lead-nurture and No-Sweat Intro process that turns leads into sales.Links:https://www.endlessmountainscrossfit.com/https://foreverfierce.com/Contact:https://www.endlessmountainscrossfit.com/contactmyhorsedentist@gmail.comTimeline:2:49 – From field hockey in Philly to the cowgirl life.6:01 – Moving to Kentucky to become an equine dentist.8:12 – How years of lifting horses’ heads led Sasha to fitness.9:29 – Opening the first affiliate in Bradford County.12:40 – The early days of Endless Mountains CrossFit: three classes per day and no membership fees.13:44 – When the fire hose went dry: “I need help.”17:41 – First lesson from Two-Brain: Learn from your seed clients.19:43 – Learning to lead nurture.22:41 – Learning how to have conversations that result in sales.25:00 – How Sasha went on vacation in her first year of ownership.

In today's episode of Two-Brain Radio, we're treating you to something special: an airing of the final motivational speech of the 2019 Two-Brain Summit, delivered by Two-Brain mentor and owner of West Little Rock CrossFit Jeff Jucha.In his speech, Jeff explains why you have a duty to succeed. He makes the distinction that duty is not drive, dreams or callings, but the thing inside you that tells you the world needs what you were designed to give it. He shares the stories of his childhood that taught him to recognize duty and to let go of the things keeping him from fulfilling it.Jeff also speaks about limiting beliefs. Also known as imposter syndrome, these are the thoughts and perceptions that blind us to our value, keeping us from using our gifts and strengths to serve the world.If you're a human being who's ever wanted to succeed, you won't want to miss this. Links:https://twobrainbusiness.com/mentor-item/jeff-jucha/https://westlittlerockcrossfit.com/https://drivennutrition.net/Contact: jeff@westlittlerockcrossfit.comTimeline:4:30 – You’re going to change lives—it’s not a question of “if,” but “how.”6:18 – Why motivation isn’t the magic key to success.9:47 – Duty and the sense of inner purpose.11:27 – Duty is not the same as dreams.12:39 – Duty is not a sense of drive.13:42 – Duty is not a calling.16:02 – What duty feels like.21:00 – Where duty comes from: Experience and chemical makeup.27:28 – Duty is a compass.30:27 – The car ride that put Jeff on crutches and gave him his first sense of duty.35:39 – Leaving home to live in a 79 “tan and turd-brown” El Camino.39:08 – Setting ego aside to come back home.40:43 – To get what you want, ask not how to get it but what’s keeping you from it.43:38 – What gazelles can teach us about focus and success.47:12 – Leave the option of failure behind.48:29 – Leave limiting beliefs behind: Strength is in the mind, but so is weakness.50:31 – You're stronger, not weaker, for your struggles.54:18 – The immense value you hold—and your duty to succeed.

Two-Brain Radio: Adrian BozmanOn this episode of Two-Brain Radio, Sean Woodland talks with one of the OGs of CrossFit, Adrian Bozman. He is one of the few people in the world of CrossFit who is best known by his nickname: “Boz.”Boz has been around the sport and the training methodology for nearly 15 years. He's been a member of the CrossFit Level 1 Seminar Staff and currently serves as one of the head judges at the CrossFit Games. He and Sean talk about how he initially got involved with CrossFit, what it’s like dealing with some of the interesting questions he fields from athletes during competition and some of his more memorable moments from his CrossFit career.Links:https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSXContact: Instagram: @apbozmanTimeline:1:34 – Finding CrossFit from amidst a fitness landscape “littered with trash” in the early 2000s.5:14 – Getting coached by Nicole Carroll at the original CrossFit Santa Cruz.6:19 – From San Francisco CrossFit trainer to L1 staff member.7:16 – The “raw,” early days of the L1 Seminar.8:02 – A decade on the road. 9:21 – The magic of the L1.11:16 – How Boz got abandoned with Austin Malleolo, naked in a Russian bath house.14:55 – Becoming “Head Judge.”16:22 – On the evolution of the CrossFit Games judging team.17:26 – Bizarre athlete-briefing questions: “Just keep going until you get tired.”20:56 – What it takes to be a good judge at the CrossFit Games.24:36 – The origins and evolution of “Ro vs. Boz.”28:51 – Boz’s fitness today: CrossFit, jiujitsu and a garage gym.34:15 – The highlight of it all: The culture of CrossFit.