Run a Profitable Gym

Why did you become a gym owner? The simple answer is probably to help others, but the more complicated answer is that many of us have had our own health and fitness transformations. Many of us have seen depression, obesity and sickness reversed by the pursuit of fitness and health, and we want nothing more than to share that knowledge, joy and wellbeing with others.But the fitness business is far too fragile. A new law or rent increase might be all it takes for a host of gym owners to run out of money and go out of business.To protect our businesses and grow with stability, we need to know what works and what doesn’t work. And that info needs to come with proof, not opinions and anecdotes.To give you the info you need, Two-Brain Business surveys gym owners around the world and publishes our “State of the Industry” guide for free every year. We do this so you can make decisions based on science and avoid wasting time and money on experimentation.We hope you’ll take a few minutes to participate in this year’s State of the Industry Survey. In exchange, we’ll give you priority access to the guide this fall—and to sweeten the deal, we’ll give you a bonus package of exclusive Two-Brain materials that will help you right now. But your greatest reward is in pushing the fitness industry forward. If we can build stable, profitable businesses that last for decades, we can help more people improve their health. LinksState of the Industry SurveyGym Owners UnitedBook a Call  0:22 - Lifespan is going backward3:08 - The fragility of the fitness industry4:40 - The effect of change in your business8:34 - Here’s where gym owners go wrong10:57 - State of the Industry Survey

An undeniable truth in the fitness industry: If your athletes aren’t getting results, they’re going to go somewhere else. In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with two of the minds behind NCFIT, a programming and coaching development provider for CrossFit affiliates. Jason Khalipa, a CrossFit Games champion, is NCFIT’s founder and owner. Matt DellaValle, aka “MDV,” is the company’s chief fitness officer.The trio discuss the evolution of gym programming over the last 15+ years and explain how you can ensure your programming generates results. Many gym owners get great results for clients and reclaim their time by outsourcing programming to a trusted provider, such as NCFIT. All NCFIT workouts come with a detailed class plan that includes a description, a teaching outline, suggested substitutions and a coaching video that highlights one or two major aspects of the workout. Each workout is presented with two variations: one for the high-intensity Performance track and the other for the more moderate Fitness track. Aside from the standard NCFIT workouts, they also offer streams for strength and bodybuilding, competition and on-the-go training.  Listen to the full episode to learn key strategies for improving the programming in your gym—whether you choose to outsource it or not. LinksGym Owners UnitedBook a Call  5:06 - Reaching potential with a great experience11:18 - Do your own programming or outsource?18:08 - Hard for the sake of being hard29:12 - The essentials of good programming38:38 - 2025 programming calendar

In 2024, workouts shouldn’t be hard for the sake of being hard.You must ask, “What outcome is this workout designed to produce?” and “What are my clients’ goals?”In this episode of “Run a Profitable Gym,” Mike Warkentin sits down with Chris Cooper, Two-Brain founder and owner of Catalyst Fitness, to talk about what good programming looks like.One way to ensure you’ve got strong programming is by outsourcing it to an expert provider like NCFIT, Mayhem or CompTrain.But whether you outsource your programming or create it yourself, the key is being intentional.Goal reviews play a crucial role in that. Do your clients want to get stronger? Do they want to lose weight? Do they want to compete at the CrossFit Games?Good programming produces the results the clients want and increases retention. Tune in to hear why “spicier” workouts aren’t the answer and find out what you can do to improve your programming today.  LinksGym Owners UnitedBook a Call 1:57 - The programming story5:49 - Should you do your own programming?12:04 - Why did Chris go back to programming?17:08 - How does programming help coaches?22:47 - Pressure to over-program

What do your prospective clients need to see one week before joining your gym?In this episode, host Mike Warkentin and marketing expert Colm O’Reilly talk about how to build a direct-response campaign that stops the scroll and brings in new members.A direct-response campaign asks people to take action and makes it easy to do so: “Do you want to get fit? Here’s how to get started.”Colm—a Two-Brain mentor and the owner of CrossFit Ireland and We Do Your Paid Marketing—explains the importance of knowing who you are targeting and what problems you can solve for them, and he outlines simple but effective direct-response strategies such as sell by chat and monthly email campaigns.One of the benefits of direct-response campaigns is that you can track their effectiveness and return on investment (ROI). If you set your funnel up properly and run the numbers, you’ll know for sure if you’re wasting money on ads or using them to generate front-end and downstream revenue that more than covers your marketing costs.Two-Brain mentors help clients create and maintain four marketing funnels that ensure a steady flow of high-quality leads. If you’re struggling to acquire new members, a mentor can help.LinksRead more: Direct-Response CampaignsRead more: QuickCasts Book a CallGym Owners United0:46 - Paid branded vs. paid direct-response campaigns6:14 - What to focus on right away16:26 - Powerful tactic: sell by chat21:55 - Solving the client’s problem29:00 - What can Colm do for you?

When you think of a business with an iconic, unforgettable brand, what comes to mind? What sets this brand apart?In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Two-Brain CMO John Franklin to talk about how gym owners can use brand and direct-response marketing to grow their businesses.Brand marketing is all about telling your story: why you do what you do, and for whom.Direct-response marketing is all about creating offers to get people to do something specific “right now.” Two examples: Paid ads that give people a compelling reason to purchase gym services today and social-media sell-by-chat strategies where the goal is getting a follower to book a free consultation. As John explains, brand and direct-response marketing go hand in hand. The stronger your brand is, the more effective your direct marketing will be because a strong brand has earned the trust of consumers.Tune in for key tactics from a marketing expert, as well as real-world examples from established brands such as CrossFit, Zumba, Beachbody and Budweiser. LinksHow to Discover Your Brand/Niche Two-Brain blog on QuickCasting Gym Owners UnitedBook a Call 0:43 - Brand vs. direct marketing2:39 - Fitness brands that did it right7:47 - Essential elements of direct-action marketing13:32 - Clarify who you are and what you do21:56 - Gyms with great brands

In good times, your gym will rise to the level of your marketing. In bad times, it will fall to the level of your leadership.Your gym is more than a place to exercise. It’s a community of people united in a common goal. It’s a movement to change health and longevity in your town.As the owner of a gym, you’re the leader of that movement. Nobody opens a gym just to make a living. They open a gym to make a difference. It’s not just a job; it’s a crusade.This week the CrossFit community experienced a tragedy: a death on the CrossFit Games swim course. Every gym owner is going to face a crisis in their community at some point, too.My job is to lead the Two-Brain movement: to help caring, compassionate coaches build sustainable gyms that last for decades; provide opportunities for other coaches who are on the same mission; and actually change lives.You can’t become a better leader by reading a book or taking a course or participating in a round-table discussion on leadership. You become a better leader by leading through a crisis and evaluating the effects of your actions afterward. You do that by having mentors and models, and we do that through mentorship at Two-Brain. One of my personal mentors is Bonnie Skinner. Bonnie is a registered psychotherapist and the founder of Level Up Mental Fitness Coaching. On this special episode of our podcast, Bonnie will answer questions such as:“Should we talk about this?”“Is it important to get in front of the conversation with our community?”“Should we post online about our feelings, or should we wait and calm down, or should we say nothing at all?"Then I share a model for communication that I fall back on to help me in times of crisis. It’s called the CALM model, and it can be used by leaders in any challenging period. I’ll lay out the structure and use the CrossFit Games tragedy as an example.Clarity: Here's what happened: It's a tragic accident.Assurance: These are high-level athletes who understand their risks and eagerly accept them. He would have wanted the Games to continue for his brother, his fellow competitors, his fans and all of us.Leadership: Let's all remember how fleeting life can be and reflect on it during our gratitude practice this week.Movement: We're going to remember him with a tribute on Monday.Your clients will always look to you for leadership in times of crisis. Help them by going first: Don't wait for them to see some of the horrible criticism online. Help by keeping them focused on the athlete and his family. Help by giving them a way to express their grief, memorialize the person and lean on their community.Being a leader doesn’t mean inventing solutions from scratch; it means seeking and finding the best way to lead.You can use others as models—you can read biographies, for example. Or you can find a mentor.

Theft, fraud, lies and messy affairs—these are just some of the reasons why staff members get fired from gyms. So how do you deal with severe staff stress?In this episode of “Run a Profitable Gym,” host Mike Warkentin talks HR horror stories with Two-Brain mentor Andrea Savard, who has co-owned her gym, FirePower Fitness and Wellness in Ontario, Canada, for 20 years. Over the years, Andrea has had to part ways with staff members, and even clients, who did not live up to her gym’s standards.She shares some of her worst staffing conundrums and how she handled them. (Yes, she has tense tales.)According to Andrea, many situations are not preventable. If you stay in the game long enough, you’ll have to fire a staff member. But there are steps you can take to mitigate the likelihood of HR disasters and facilitate swift action when they do appear. Individualized electronic access codes and passwords, staff agreements and regular evaluations, and a code of conduct are just some features of gyms that are set up to professionally manage staff. A good lawyer on call doesn’t hurt, either.Tune in to hear more top tips from a veteran gym owner.LinksAndrea's Code of ConductGym Owners UnitedBook a Call 0:53 - Andrea’s interesting situations6:35 - Did you take the cash box home?16:23 - Theft can turn into fraud27:59 - What did Andrea change?33:07 - Don’t share private details when firing

How do you know when it’s time to part ways with a coach?To answer that question, “Run a Profitable Gym” host Mike Warkentin sits down with Josh Martin, former gym owner, Two-Brain mentor and owner of The Refined Art of Coaching.Often the issue isn’t actually with the coach—it’s caused by a lack of clear and reasonable expectations.The key is to get your expectations out of your head because people can’t read your mind. Josh shares tactics for ensuring your coaches are hitting standards and explains how you'll know when they’re damaging your product.And sometimes you might have the right people—but they’re in the wrong positions.Eventually, though, almost every entrepreneur will have to remove a coach, so Josh offers different approaches to firing and lays out their pros and cons. LinksSample Coach EvaluationGym Owners UnitedBook a Call 1:13 - When to part ways with a coach8:09 - Career Roadmaps & evaluations13:51 - Having to fire a coach24:30 - Signs a coach can be saved31:49 - The right people in the wrong seats

Two-Brain’s Top 10 leaderboard for client headcount in May ran from 341 to 941 clients at single-location gyms.In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Robin Sowden-Taylor, owner of the large gym Ion Strength and Conditioning in Wales, as well as a smaller gym that’s on track to follow the same path to growth. Ion’s mission is to have a positive impact on health and wellness in the local community. With 430 members and impressive length-of-engagement (LEG) stats, Sowden-Taylor’s business is on the right track. Ion specializes in group training and has large classes of up to 80 participants. Robin explains how his coaches manage these huge groups and how Ion’s growth comes partially from specialty programs that serve kids, over 60s and moms.It can be very difficult to run a huge gym without guidance and a commitment to improving entrepreneurial skills. Robin takes inspiration from Jason Khalipa, Ben Bergeron and his Two-Brain mentor, Lisa Palmer, who provides him with the accountability he needs to get things done. Listen to hear exactly how Robin has strengthened staff and client retention and grown his gym to 400+ members. A Two-Brain mentor can help you determine exactly how many clients you need at your gym, then teach you how acquire and retain them so you can run a thriving business, too.LinksGym Owners UnitedBook a Call 3:53 - Summary of Robin’s larger gym9:25 - Staffing15:26 - Managing massive groups21:47 - Retention numbers and success34:43 - Goal Review Sessions

It doesn’t matter how good your sales are if you’re losing clients due to poor coaching. People just won't stay and pay if your product—coaching—is lacking.As a gym owner, you sell results. Results help clients become healthier, and they increase retention—one of the most important metrics in your business. No million-dollar gym has poor retention.In this episode of “Run a Profitable Gym,” host Mike Warkentin talks coaching with Oskar Johed, co-owner of CrossFit Medis and CrossFit Sickla in Sweden and a member of CrossFit's Level 1 Seminar Staff. According to Oskar, good coaching starts with hiring: You’ve got to bring in the right people and have a system in place for onboarding them. Then you must create Career Roadmaps for them; Oskar shares his gyms’ elite-level coaching progression, which you can use as a model. Finally, regular evaluations are essential for developing strong coaches—you can even give instant feedback like Oskar does. Tune in to hear all of Oskar’s expert tips—he provides actionable steps you can take today to improve the coaching in your gym.LinksGym Owners UnitedBook a Call 2:36 - When should a gym focus on coaching?6:37 - First steps to improving your product14:28- Ensuring performance & improvement26:35 - Do credentials matter?33:02 - Good numbers but coaching can improve