Boutique downtown space or giant rustic warehouse—where should you set up shop?The answer depends on more than your aesthetic or even your marketing plan. It all depends on who your audience is and what you&apos;re selling them. Links:Gym Owners UnitedTimeline:1:57 – High-traffic, expensive retail locations: You’re selling convenience.3:59 – Pull up a chair for an old-fashioned stakeout.6:57 – Think about price per square foot—and how much that square foot can generate.9:17 – Difference in profit margin between high-value, low-volume and high-volume, low-value models.

Two-Brain Radio

Should You Rent a High-End Location for Your Gym?

Anders Gatti owns Gatti Training with his wife in Stockholm, Sweden. The gym has just 140 members, and in January, they pulled in nearly 50 grand in revenue — and that&apos;s without any paid advertising. Tune in to learn how Anders climbed the value ladder, slashed his work hours and made even more money.Links:Gatti TrainingFree ToolsGym Owners UnitedTimeline:1:26 – The who and what of Gatti Training.3:45 – Gatti Training’s revenue growth over time.8:26 – Finding high-value clients through affinity marketing.9:54 – How to get your clients to send referrals your way.12:00 – Mapping the client journey and improving retention after on-boarding.15:49 – Selling high-value packages.19:18 – Balancing growth with providing high-value service.21:40 – Talking profit margins.24:59 – Climbing the value ladder.26:34 – Ask your clients what they need.

$48,000 Monthly Revenue With 140 Members

If you&apos;re familiar with Two-Brain Business but aren&apos;t yet part of the family, you might have some questions. "Why do you give away so much stuff for free—what&apos;s the catch?""I&apos;ve heard of other business-coaching and mastermind programs; they usually work in groups. Why is your program one-on-one?"Two-Brain founder Chris Cooper&apos;s here with the answers to both those questions. Preview: It all comes down to helping gym owners solve more problems and make more money faster.Links:"Start A Gym: Everything You Need to Start and Scale a Fitness Business"Free ToolsGym Owners UnitedBook a Free CallContact: chris@twobrainbusiness.comTimeline:1:07 – Why Two-Brain gives so much stuff away for free.2:00 – Knowledge is not enough.2:56 – Why one-on-one?7:41 – The problem with group mentorship at the start-up level.

Two-Brain Q&A: Free Stuff and One-on-One Mentorship

Tyler Welch owns six gyms (four of which he bought in the last six months). Not all were profitable when he bought them—in fact, he prefers them not to be—but all were profitable within the first month. By his own admission, he&apos;s sort of a Tinker-Founder hybrid. Yes, he&apos;s collecting more and more businesses and expanding across multiple cities, but he&apos;s got his hands deep in each of them. Tune in to learn why—and how he replicates a successful model from one business to the next.Links:RxFit"Start A Gym: Everything You Need to Start and Scale a Fitness Business"Free ToolsGym Owners UnitedTimeline:00:39 – Why buy a gym instead of starting one? 2:31 – Tyler’s multiple-gym mission.4:08 – Staffing and management structure across the six gyms.8:01 – How he scaled so quickly.10:31 – Why Tyler prefers to buy unprofitable gyms.11:56 – What happens to the existing staff members? 13:55 – Migrating his playbook and policies to the new gym.15:27 – Bro deals, free memberships and other problems that come with purchase. 17:34 – Retention after the takeover. 18:39 – Making the gym profitable in Month 1. 20:24 – Looking to the long term.22:09 – When is it the right time to buy? 24:21 – How Two-Brain helped.26:24 – Lessons in negotiation. 31:52 – How to replicate processes in the new gym.

The Guy Who Bought 4 Gyms in 6 Months

To move closer to wealth, you need to work on your business, not just in it. But who has time for that? You do.Or you will—after you listen to this podcast. Here&apos;s Coop on how to make the time to take your business to the next level, regardless of which phase of entrepreneurship you&apos;re in.Links:"Start A Gym: Everything You Need to Start and Scale a Fitness Business"Gym Owners UnitedTimeline:1:42 – Making time in Founder Phase.4:57 – Making time in Farmer Phase.6:23 – Making time in Tinker Phase.8:51 – Making time in Thief Phase.

Creating Time for Growth at Each Stage of Business

Clients leave. They move away. Circumstances change. Maybe they&apos;re just bored. But that doesn&apos;t mean they&apos;re gone forever. Here&apos;s Coop on how to prime them to come back without gimmicks or giveaways.Links:Gym Owners UnitedTimeline:00:14 – It’s not personal.1:02 – Make sure they know they’re always welcome back.1:39 – Maintain a constant line of communication.3:47 – Be the best.5:09 – Offer something new.7:38 – What to NEVER do.

How to Get Your Old Clients Back Without Giveaways

Late in 2021, Two-Brain founder Chris Cooper issued a challenge to gym owners: get 100 leads ASAP. He provided an exact plan to help them start conversations with prospective clients, then said “go!”Amanda Chace of CrossFit Torque had great results with the sell-by-chat strategy and joins host Mike Warkentin to talk about them. Amanda shares how many leads she got and how many sales she made, and she offers other gym owners tips for success when using a public Facebook group to build an audience.Listen to this episode if you’re looking for new ways to market your services, don’t want to spend money on adds, want to learn more about content marketing or want to find out the best ways to connect with local people who might be perfect for your gym or nutrition programs.Links:Fitness Nutrition Mindset in Foxboro AreaGym Owners UnitedTimeline:1:13—Lead totals and creating a Facebook group.9:35—How to start conversations.20:20—How to use chats to book free consultations.27:36—Weekly time commitment.31:58—Tips for gym owners.

Sell By Chat for Gym Owners: Does It Work?

If you don&apos;t post pictures of torn, bloody hands like you did in the old days, is it really your gym? If there isn&apos;t a shirtless athlete vomiting in the corner, is it really your gym? If you aren&apos;t the one unlocking the doors at 5 a.m. and locking them again at 9 p.m., is it really your gym? Things change, and so will your business if it&apos;s to survive the test of time. Here&apos;s Coop on which changes matter—and which don&apos;t.P.S. Coop&apos;s new book is out! For everything you need to start and scale a fitness business, get your copy of "Start a Gym" here.Links:Gym Owners UnitedTimeline:1:14 – The story of Theseus’ boat.3:06 – Grandfather’s axe.4:38 – The story that matters.

How Does Your Business Survive Change?

You get a scary-looking letter in the mail. The gist: "Pay us now or stop playing music in your gym!" Is it legit? Are they watching you? The truth is that&apos;s the smallest of mines gym owners must navigate on the legal battleground of gym ownership. Matt Becker knows firsthand. He&apos;s a gym owner, laywer and founder of gymlawyers.com, and here, he joins Chris Cooper to answer your top questions about the legalities of gym ownership.P.S. Coop&apos;s new book is out! For everything you need to start and scale a fitness business, get your copy of "Start a Gym" here.Links: Gym LawyersGym Owners UnitedTimeline:2:42 – ASCAP and music licensing fees. Are they legit? 10:36 – Do you need an AED on-site? What about training to use it?15:59 – All about waivers. What do they protect gym owners from? What don’t they? What should you absolutely have on yours? 21:16 – Why you need incident reports on hand.23:19 – Leases and escape clauses.30:37 – Noncompetes and non-solicits: What they are and whether they’re reasonable. 34:41 – Employees vs. independent contractors: rules and language to look out for.42:46 – When a noncompete clause invalidates an entire contract — and when it’s actually valid.45:57 – Non-solicits: Should you have one?49:16 – When to seek help from an attorney.

Gym-Owning Lawyer on Music Licensing (and Much More)

Aspiring gym owners: What if you had the solutions to all the newbie gym-owner mistakes BEFORE you made them? Current gym owners: What if you could get the answers to the problems that have been plaguing you since you opened your doors? Sit tight — all that and more is coming your way in Chris Cooper&apos;s latest book, "Start a Gym" (both the book and its namesake course will be available on Jan. 24, 2022). Here, Coop shares a preview of what the new book and course contain and how they can help new and existing gym owners alike build a stable, profitable business.Links:Gym Owners UnitedTimeline:00:14 – Now is the best time to start a gym business.6:13 – Should you buy an existing gym or start from scratch?6:58 – Should you take a partner? 8:32 – Choosing your method.10:16 – Choosing a location. 12:02 – Buying equipment.13:58 – Setting up your services.14:29 – Setting your prices. 15:13 – Selling your services.16:27 – Setting up your media platform.17:22 – Getting your first clients before you open. 18:36 – Pre- and post-launch checklists. 18:53 – Advice from millionaire gym owners. 19:44 – Rolling the dice. 

Start a Gym: Chris Cooper's New How-To Book

The client/member journey. Helping people lead better lives. Leadership and relationship-building.All of the above and more are key for building a healthy community with healthy community members — and Tres Kennedy is doing just that in two places: Move Church, where he serves as a pastor, and CrossFit Wotown, the gym he owns with his wife Erin.Here, he shares some of the lessons he&apos;s learned apply to both his flocks.Links:CrossFit WotownMove ChurchGym Owners UnitedTimeline:00:48 – Planting a church and starting a gym.3:57 – The member journey: surprising similarities.6:11 – Taking Two-Brain to church.8:12 – Breaking barriers.10:08 – Identifying drop-off points and taking action.12:02 – Taking self-improvement beyond the workout.16:24 – What being a pastor has taught Tres about entrepreneurship.21:19 – “People don&apos;t care about how much you know until they know how much you care.”23:01 – Retention, self-worth and cynicism.25:47 – The critical thing gym owners must know to build tight-knit community.29:29 – Gym owners: your homework.

How Does a Pastor Build Community at His Gym?

Chris Cooper sits down with CrossFit Home Office reps Gary Gaines, Austin Malleolo and Daniel Chaffey to talk about CrossFit affiliation and more.First question from Chris: What is the value proposition for CrossFit affiliation now with Eric Roza at the helm? The four also discuss CrossFit&apos;s mission, new and upcoming CrossFit products, lobbying efforts, CrossFit in the era after Greg Glassman, and what people can expect in the future from HQ.If you&apos;re a current CrossFit affiliate or if you&apos;re considering affiliation, don&apos;t miss this one. Links:Gym Owners UnitedTimeline:1:12 – Who is Gary Gaines? And what does he do for CrossFit Home Office? 6:04 – What is the value proposition of CrossFit affiliation? 11:59 – How does CrossFit Home Office evaluate its ideas? 22:22 – How does CrossFit evaluate the outcomes of its new products? 33:21 – What about getting metrics and data from gyms?39:06 – Are we still fighting Big Soda, and what’s the mission now? 41:56 – The new culture at headquarters.51:44 – Direct-to-consumer products. Is CrossFit competing with its affiliates? 55:53 – CrossFit gyms as essential businesses: What is HQ doing? 1:00:46 – Regional gatherings for affiliates.1:05:31 – The future of the CrossFit Home Office roadmap.1:07:58 – Defending the brand.1:12:20 – How to get in touch with CrossFit Home Office.

CrossFit Home Office: The Value of Affiliation

When you were new to your sport or discipline, you probably made a lot of mistakes. But what was the key to getting better? More reps, yes — but more importantly, better reps. To improve, you had to acknowledge what you were doing incorrectly and do something different. The same goes for entrepreneurship. You&apos;re gonna make mistakes. The key is to learn from them and do better — and not get stuck doing something that doesn&apos;t work just because you&apos;ve already invested time and money in it. Chris Cooper is not immune to mistakes; Two-Brain Business is built on the mistakes he&apos;s made and learned from. Here, he shares the four simple steps you need to take after making a mistake to improve the outcome the next time around. Links:Incite TaxDrink O2Gym Owners UnitedTimeline:1:37 – The sunk-costs trap.6:01 – Only make new mistakes.6:59 – Never repeat mistakes.8:15 – Use trial timelines.9:50 – Determine what success looks like in advance.13:01 – Use the impact filter.16:50 – “Make mistakes, make ‘em fast, and learn from every one.”

How to Screw up and Grow Anyway

Your business will never grow if you spend all your time coaching classes and mopping floors. So unless you want to do that for the rest of your life, you&apos;ve got to make time to work on your business instead of in it. Chris Cooper explains how.Links:The 10-Hour CEOHow To Optimize Your DayDriven NutritionGym Lead MachineGym Owners UnitedTimeline:1:00 – How Coop turned a crazy job into a great business.7:04 – Start with one hour per day. 8:00 – Creating time, space, and capital.9:57 – The principles at work: Parkinson’s law and the Pareto principle.11:08 – Free resources to take you from Founder to Farmer phase.

How to Make Time to Grow Your Business

Nyan Cat. Doge. Charlie Bit My Finger. If all you think of when you hear "NFT" are funny internet things that inexplicably sell for tens of thousands of dollars, you need to listen to this podcast. Web 3.0 — in which creators license and sell their work on their own on the blockchain — is on the horizon, says Two-Brain Business founder Chris Cooper.  And with it comes some great potential opportunities for gym owners. Links:Forever FierceArboxGym Owners UnitedTimeline:1:10 – The dawn of Web 3.0.4:41 – Gym owners and NFTs: Programming.7:39 – NFTs: eliminating the middleman.8:45 – Selling pull-up progressions as NFTs.10:13 – An example from the Two-Brain community.12:33 – Who stands to win big with NFTs.

Can Gym Owners Benefit From NFTs?

Broke gym owner Chris Cooper turned a struggling business into an asset—then built a multi-million-dollar mentoring company with hundreds of clients all over the world. Chris has dedicated his life to helping other entrepreneurs find wealth, and he uses Two-Brain Radio to present the best of the business world and the fitness industry. Thursdays' shows are dedicated to business, best practices, self-improvement, profitability and actionable advice. Mondays are all about marketing and success stories from Two-Brain clients. On Wednesdays, Sean Woodland talks to the biggest names in fitness to get great stories from the community. Chris' goal is to create 1 million wealthy entrepreneurs. Subscribe to Two-Brain Radio and you could be one of them.

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