Run a Profitable Gym

Two-Brain Radio: Jeff BurlingameOn this episode of the Two-Brain Marketing podcast, Mateo Lopez speaks with Jeff Burlingame, senior Two-Brain Business mentor and owner of Friction CrossFit in Grand Rapids, Michigan.Before opening Friction CrossFit five years ago, Jeff honed his skills through a longstanding career in sales, first as a personal trainer and then as a manager of multiple gyms and hundreds of trainers within a globo-gym franchise.Yet, when he first opened his affiliate, the business almost failed. Though he knew how to close a sale, he didn't know how to choose a good business partner or when to expand. After he joined Two-Brain Business in 2016—what he described as a "year of revelations"—he learned how to set a strong foundation for his business and hire the right people, boosting Friction CrossFit's revenue by 250% the following year.Today, Friction CrossFit is running so well that Jeff has "fired" himself and now devotes his time teaching others how to do what he's done through Two-Brain. In this episode, you'll get a taste of just that: How to choose a partner, how to hire, how to phase yourself out and how to turn a free No-Sweat Intro into a closed sale.Links:https://frictioncrossfit.com/https://twobrainbusiness.com/free-call-form/https://www.amazon.com/How-Win-Friends-Influence-People/dp/0671027034https://www.amazon.com/Eat-That-Frog-Great-Procrastinating-ebook/dp/B001AFF25Whttps://www.amazon.com/Sales-Bible-Ultimate-Resource-Revised/dp/0471456292https://www.amazon.com/Little-Red-Book-Selling-Principles/dp/1885167601/ref=sr_1_3?gclid=EAIaIQobChMI2cT5_aux5AIVQtbACh1XCgxoEAAYASAAEgK3svD_BwE&hvadid=177354208507&hvdev=c&hvlocphy=9019572&hvnetw=g&hvpos=1t1&hvqmt=e&hvrand=13582753279892882256&hvtargid=kwd-612503615&hydadcr=21931_9689508&keywords=the+little+red+book+of+selling&qid=1567399995&s=gateway&sr=8-3https://www.amazon.com/Psychology-Selling-Increase-Thought-Possible/dp/0785288066https://www.amazon.com/Sales-Performers-Sales-Specific-Emotional-Intelligence/dp/1119312574Contact:jeff@twobrainbusiness.comTimeline:3:50 – The origins of “Friction” CrossFit: the flip of an encyclopedia page.5:26 – From chubby kid to personal trainer.9:11 – Jeff’s top recommended reading for sales.13:54 – From CrossFit hater to Kool-Aid drinker.17:51 – Working two jobs, living with the in-laws and opening Friction CrossFit.19:12 – Almost losing it all just six months into ownership.19:40 – From near bankruptcy to a 250% revenue increase after the Incubator.23:01 – On business partners: If you have to have one, make sure they’re your opposite.25:54 – How to fire yourself.

Two-Brain Radio: Rory MckernanOn today’s episode, Sean Woodland talks with one of the original members of the CrossFit Games media team: Rory Mckernan.Rory is probably the most recognizable face when it comes to the media side of the sport of fitness. He played a key role in building the CrossFit Games media team over the years and is still covering the season and the athletes today.He and Sean talk about how he got started with CrossFit, some of his favorite memories from the early days of the media department, his latest collaboration with two-time CrossFit Games champion Katrin Davidsdottir on her book, "Dottir," and what's in store for Rory's future.Links:https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSXhttps://www.amazon.com/Dottir-Becoming-Two-Time-CrossFit-Champion/dp/1250142644https://www.youtube.com/channel/UCmjrf8sQjdEzOeP9Q8e_3_AContact: Instagram: @rorymkernanTimeline:1:54 – Homegrown: Before becoming the face of the CrossFit Games, Rory was a coach.3:41 – The early days of the CrossFit Level 1 and Level 2 seminars.6:22 – Accidentally ending up on camera at the 2008 CrossFit Games.7:40 – Learning how to edit video and becoming CrossFit Media’s second employee.9:17 – The birth of the CrossFit Games Update Show.12:33 – Wall-to-wall whiteboards, all-nighters and endless retakes.17:45 – How a Regional recap almost got ruined by a church hymn.19:31 – Covering the 2012 Camp Pendleton Games event with just a few phones and 30 minutes’ notice.23:40 – Why it all mattered: making a difference in people’s lives.27:38 – Coming on board to co-write “Dottir.”31:39 – Breaking down the process of writing “Dottir.”33:48 – On editing and the book that almost wasn’t.36:41 – Glimpsing Katrin’s humanity. 41:09 – Moving from Santa Cruz, California, to Cookeville, Tennessee.43:51 – Deep breaths and figuring out what comes next.

Two-Brain Radio: Sara CarterOn this episode of Two-Brain Radio, Mateo Lopez speaks with Sara Carter, owner of CrossFit PortSide in Gulfport, Mississippi.When Sara opened her gym six years ago, she was running a one-woman show. She coached all the classes on top of everything else that needs to be done to keep a gym running. Then, when she finally hired some help, she made the mistake of hiring friends instead of seeking out people who were committed to the business for the long haul. Since then, Sara's overhauled her business with the help of Two-Brain mentorship. She learned how to define her vision and hire the right people to support it, how to delegate and how to use digital marketing more effectively, consistently turning about $300 in ad spend per month into around $3,000 in front-end sales.Links:https://www.crossfitportside.comhttps://incitetax.comhttps://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSXContact: sara.carter@twobrainbusiness.comTimeline:2:49 – From collegiate basketball coach to CrossFit gym owner.5:25 – The early days of CrossFit PortSide: a one-woman show.6:28 – Early marketing strategy: Just hope someone will walk through the door.8:56 – The problem with hiring your friends.14:55 – Learning how to advertise.16:43 – Breaking down the lead-nurture process.17:54 – The 90-day transformation package and how also including personal training in group-fitness packages leads to better client retention.21:00 – To convert a potential client, let them talk. As much as possible.22:28 – Always be hiring.

Two-Brain Radio: Good Debt vs. Bad Debt With Clay FerrerOn this episode of Two-Brain Radio, Greg Strauch speaks with Clay Ferrer, Founder and CEO of Rigquipment Finance, a lender that specializes in boutique fitness facility financing. Clay—a passionate CrossFit coach in his own right—talks about the difference between good and bad debt, why you might take on debt for purchases and reserve cash on hand versus paying up front, and why the best time to take on debt is when your business is already in a good place. He explains the different forms good debt can take—such as the purchase of hard assets—and how to maximize ROI on those investments from Day 1. He also discusses the bad-debt pitfalls gym owners should avoid.Finally, Greg and Clay discuss Riquipment's exciting partnership with Two-Brain Business, which allows gym owners to finance the Incubator. Links: https://rigquipment.comhttps://www.uplaunch.comContact: info@rigquipment.com571-933-8339Timeline: 4:26 – From investment banker to the financial services sector. 7:46 – Watching the CrossFit Games hung over on New Year’s Day and finding a gym via windshield flyer.9:36 – From athlete to coach to entrepreneur: The birth of Rigquipment.11:47 – Taking on debt for a purchase vs. paying up front. 14:42 – Defining good debt.20:06 – The benefits and dangers of business credit cards. 23:00 – When to take on good debt. 25:44 – Looking at the ROI of a good-debt purchase.30:54 – Defining bad debt—going beyond the credit card.31:37 – Merchant cash advances: just a BandAid.33:22 – Short-term working capital loans: It’s a (interest) trap!39:00 – Financing the Two-Brain Business Incubator with Rigquipment = good debt.

Two-Brain Radio: Matt O'KeefeOn this edition of Two-Brain Radio, Sean Woodland talks with president of Loud and Live Sports Matt O’Keefe.Not only is Matt agent and manager to four-time CrossFit Games champion Mat Fraser, but he also helps run one of the most high-profile sanctioned events of the Games season, Wodapalooza.Matt and Sean talk about how he got involved in the business of the CrossFit Games, why Loud and Live decided to expand from one to five sanctioned events in 2020 and what needs to happen moving forward for the CrossFit Games season to not only be successful but also to grow.Links: https://www.loudlive.comhttps://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSXContact: Instagram: @okeefmr; @loudlivesportsTimeline:1:42 – How Matt found CrossFit. 3:06 – Moving on from the “cookie-cutter corporate structure” and starting a business in the CrossFit world. 3:47 – Becoming Mat Fraser’s manager.7:12 – What is Loud and Live Entertainment?8:41 – Discovering Wodapalooza and developing Loud and Live Sports. 12:33 – From one sanctioned event to five. 14:48 – How to retain the individual culture and identities of the five sanctioned events.18:29 – How to sustain fan interest across so many events.20:55 – The money question.22:36 – Future developments for Wodapalooza and other sanctioned events.25:46 – Giving more people the chance to compete with an international online qualifier.27:48 – For the long-term success of the Games and sanctioned events, one key strategy: Everyone stick together.30:02 – Kicking off globalization with the Spanish-language broadcast of the 2019 CrossFit Games.

Two-Brain Radio: Jesse ToppJesse Topp is the owner of Topp Performance, a multifaceted strength-and-conditioning center in Port Elgin, Ontario, focused on Brazilian Jiu-Jitsu, CrossFit and personal training.Topp Performance began as a simple personal-training service that paid the bills when Jesse was competing in Brazilian Jiu-Jitsu. After Jesse discovered that CrossFit training significantly improved his explosiveness, endurance and recovery time in fights, he "totally bought in" and affiliated with CrossFit. Though the business took off quickly, Jesse's marketing efforts—homemade ads dispatched with no rhyme or reason—weren't geared toward long-term success, and he didn't know how to sell. Through the Two-Brain mentorship program, he learned how to develop systems, manage staff and create high-quality, targeted ads. Last month, Jesse spent $180 on ads and made $5,000 in front-end sales.Join us to hear how mentorship helped Jesse take Topp Performance from passion project to lifestyle business empire.Links:https://toppperformance.com/https://www.uplaunch.com/Contact: Facebook: https://www.facebook.com/jesse.topp.9Instagram: @toppjesseTimeline: 3:06 – A fighter discovers CrossFit. 4:39 – The birth of Topp Performance: broke fighter needs to pay the bills.6:24 – The very first ads: “picking up a can of paint and throwing it at the wall and seeing what would stick.”10:12 – Life before Two-Brain: No systems, no security.11:26 – After joining Two-Brain: More revenue, less stress.12:15 – Getting your staff on board with mentorship and changes to the business.13:07 – Selling lifestyle change.13:48 –Revamping digital marketing.14:36 – The lead-nurture process, from Google Sheets to No-Sweat Intro.17:49 – The keys to success: hard work, recovery and mentorship.

Two-Brain Radio: Incredible Client Success with Eden WatsonIn this episode of Two-Brain Radio, Two-Brain founder Chris Cooper speaks with Two-Brain client success manager Eden Watson—aka "the right brain of Two-Brain."As client success manager for Two-Brain Business, Eden is responsible for maintaining Two-Brain client relationships and increasing client LEG, or length of engagement, and in this podcast, she explains exactly why gym owners need someone in that role and how to get started with a CSM.She breaks down some of the intrinsic characteristics necessary of a good CSM—empathy, tech-savviness and attention to detail—and illustrates how the role might evolve from simply managing Bright Spot Friday posts a couple hours a week to a full-time role overseeing the client journey and tracking and increasing LEG.Links:https://www.sendoutcards.com/apphttp://affiliateguard.info/https://www.amazon.com/Founder-Farmer-Tinker-Thief-Entrepreneurs-ebook/dp/B07QH85HSXhttps://www.uplaunch.comContact: eden@twobrainbusiness.comTimeline: 3:55 – What is a client success manager (CSM)? 6:57 – What does a CSM do? 8:14 – Characteristics of a great CSM.11:34 – The evolution of the CSM role. 16:00 – Why do you need a CSM? Why not just do it yourself? 23:17 – The tools you’ll need to empower your CSM.30:01 – Steps you can take today to increase client length of engagement.