Run a Profitable Gym

Does being a good coach make you a good gym owner?

In today’s episode of “Run a Profitable Gym,” host Mike Warkentin dives into this question with one of the top coaches in the world, Ben Bergeron.

Ben has trained numerous CrossFit Games and Affiliate Cup champions, and he’s also the founder of CrossFit New England and CompTrain, as well as the author of the book “Chasing Excellence.”

According to Ben, it takes a lot more than just a passion for coaching if you want to run a successful gym in 2024.

He dials in on a few essential business skills for gym owners: building and leading a team, understanding your financials, and being—or having—a high-level coach.

Another key question Ben addresses: Will your gym be successful if you get an athlete to the CrossFit Games?

To hear more from Ben and other incredible speakers such as Jason Khalipa and Brian “Tosh” Chontosh, get your tickets to the Two-Brain Summit, June 8 and 9 in Chicago, via the link below.

Links

Two-Brain Summit

Gym Owners United

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3:41 - What happened with Ben

10:49 - What did Ben change?

19:37 - Did things improve?

29:26 - Advice for prospective gym owners

35:44 - Competition success doesn’t mean gym success

Who’s my target market? How many class options should I offer? How much should I charge?

These are questions all gym owners must ask, no matter what type of gym they run.

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper dives into these topics with Jimmy Davidson, a parkour athlete turned gym owner and mentor.

Jimmy owns a three-location parkour gym, Freedom in Motion, and he’s a coach at Motion Mentors, a mentoring practice for parkour businesses.

By dialing in on his key demographic and offering programs his market wants, Jimmy has grown his gyms to nearly $1 million in revenue per location. Now, he’s on a mission to achieve his goal of helping 1 million people learn parkour.

Whether you own a CrossFit gym, a parkour gym or anything in between, tune in to learn proven strategies for overcoming some of the most common challenges gym owners face.

Links

Motion Mentors

Gym Owners United

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2:02 - Parkour vs. ninja gyms

5:30 - Why open a gym?

16:32 - Problems for parkour gyms

19:37 - Low prices hurt your gym

25:37 - Parkour level system

Today’s guest has driven up revenue in his gym by 3.5X since starting mentorship with Two-Brain, and his January 2024 total earned him a spot on the Top 10 revenue leaderboard—which ran from $58,000 to $125,000 USD.

In this episode of “Run a Profitable Gym,” Mike Warkentin sits down with revenue leader Chad Pinther, co-owner of Colfax Strong Strength and Conditioning, a CrossFit affiliate in Denver, Colorado.

With the help of a mentor, Chad and wife Esther identified a few key areas where they could increase revenue in the gym. They focused on No Sweat Intros/free consultations with new members and goal reviews with current clients, and they added an in-house nutrition program to create a new revenue stream.

Colfax even hired a full-time sales director—an investment that brought returns in just a few months.

Chad’s sales director has nearly doubled the gym’s close rate and is selling high-ticket packages through the Prescriptive Model. He’s helping clients meet their goals faster and boosting gross revenue for the gym.

Most importantly, the new hire has given Chad and his wife more time to focus on other areas of the business.

Links

Prescriptive Model

Gym Owners United

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1:10 - What goes intro the big number

3:37 - How Two-Brain helped Chad

9:38 - Bringing on help

19:21 - Steps to success

27:57 - Taking that first step

If you’re not selling personal training in your gym, you’re missing out on a lot of revenue.

In today’s episode of “Run a Profitable Gym,” host Mike Warkentin and Two-Brain CEO Chris Cooper show how gym owners can boost revenue by $10,000 or more without adding any new clients.

Chris explains exactly how to use Goal Review Sessions and the Prescriptive Model to start selling personal training to your existing members to help them meet their goals more quickly.

And he even tells gym owners what to say, word for word, to offer PT add-ons without feeling like slimy salespeople.

Write down his lines, practice saying them to clients and start using them today to help members solve fitness problems fast. If you do, your gross monthly revenue will go up!

You can get the full guide “How to Add $10K in PT Without Adding a Single Member” by joining Gym Owners United and DMing Chris on April 2.

Links

Gym Owners United

The Prescriptive Model

"Help First" by Chris Cooper

Chris Cooper Interviews Greg Glassman

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1:33 - Group members to personal training

6:28 - Hybrid drop-down membership

10:59 - How do we scale?

14:41 - Semi-private training

18:29 - Exactly what to say to clients

Titans Sports Academy, owned by Chance Beam, made Two-Brain’s Top 10 leaderboard for revenue in January 2024. Each gym in the top 10 brought in over US$50,000, and the top gym grossed over $125,000!

Chance has been in business for over 20 years, and his program has propelled several athletes into Major League Baseball. In fact, seven of his former players are in the big leagues right now, including World Series champion Nathaniel Lowe of the Texas Rangers.

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Chance, who shares revenue-boosting strategies that can work in any type of gym.

Chance’s main piece of advice? Look for opportunities to service your clients’ needs. Whether that’s through apparel sales, personal training or something else, solve problems for your customers.

In return, they’ll stay with you longer and spend more, boosting your length of engagement (LEG), average revenue per member (ARM) and lifetime value (LTV).

Listen to Chance break down problem solving in the gym business, and don’t miss his practical ideas for boosting revenue in your gym.

Links

Gym Owners United

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0:46 - Revenue stream breakdown

4:36 - Sports training academy

10:31 - The great accident

19:35 - What’s your main focus?

23:04 - Rocket-ship moment

Six-figure monthly gross revenue at a CrossFit gym? It can be done, and we have proof.

In this episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper presents the January 2024 Top 10 revenue leaderboard. The numbers, which are rolling three-month averages, run from $58,330 to $125,606 USD.

After the Top 10 rundown, Chris shares quotes straight from the gym owners so you can replicate their success in your fitness business.

A quick summary of their advice? Keep it simple. Focus on improving your basic metrics, one at a time.

That’s called “virtuosity in business"—which is the theme for this year’s Two-Brain Summit.

Links

Gym Owners United

2024 Two-Brain Summit

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1:23 - January 2024 leaderboard

6:10 - Stability is the theme

7:39 - Quotes from the leaders

16:41 - Headcount is good but ARM is best

Check out these monthly marketing stats from today’s guest:

About 60 leads, 25 appointments, 23 shows and 18 closes.

These are great numbers, and gym owner Kieran O’Dwyer isn’t breaking the bank to post them.

In this episode, host John Franklin sits down with Kieran to learn how he’s built such a successful marketing funnel on a small budget at Bathurst Strength and Conditioning and Orange City Strength and Conditioning in Australia.

Kieran’s marketing strategy starts with posts on Google Business Profile and Instagram, and then leads are moved to a more personal setting on Facebook.

By the time leads book appointments at one of Kieran’s gyms, they typically already understand pricing and respect the gym’s authority, professionalism and communication. From there, closing the sale is easy.

This episode is packed full of tactical and inexpensive strategies for boosting lead generation and sales—tune in to hear them all.

Links

Gym Owners United

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00:51 - Kieran and his gym

7:32 - Be sure to get photos

18:32 - Starting the conversations

26:41 - One more piece of the puzzle

34:51 - Kieran’s onboarding

In this episode of “Run a Profitable Gym,” host John Franklin is joined by Two-Brain founder and CEO Chris Cooper.

They provide a glimpse into the upcoming Two-Brain Summit, happening June 8 and 9 in Chicago. Some of the incredible speakers for this year’s event include Jonathan Goodman, Jason Khalipa, Brian Chontosh and coaches from Mayhem Nation.

Attendees will also get to grill a panel of experts from Kilo, PushPress, WodBoard and Wodify with questions such as “why aren’t gyms keeping clients longer?” and “what’s most important for gym owners right now?”

Finally, John and Chris dive into Chris’ latest book, “Millionaire Gym Owner,” which shares the personal paths over a dozen gym owners used to reach $1 million net worth.

Chris is handing out 60 copies of “Millionaire Gym Owner” for free right now—first come, first served. Get yours by joining the Gym Owners United group and DMing him.

Links

Two-Brain Summit tickets

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1:29 - Events aren’t losses, they’re investments

11:28 - 2024 workout and coaching partners

20:51 - Tinkers at the 2024 summit

33:31 - Don’t feel guilty about money

35:52 - Abundance mindset

In this episode of “Run a Profitable Gym,” Chris Cooper and Mike Warkentin run through the jaw-dropping speaker lineup for the 2024 Two-Brain Summit, which goes down June 8 and 9 in Chicago.

At the Summit, gym owners will hear about everything from building $1-million net worth to leveraging the four different personality types found in a business. Coaches will upgrade their skills and learn how to build careers in fitness by generating more revenue for themselves and their gym.

Among those taking the owners stage are 2008 CrossFit Games champ Jason Khalipa, Brian “Tosh” Chontosh, Jonathan Goodman and Carrie Wilkerson. Speakers on the coaches stage include Bill Parisi, along with Christi Novak and Darren Hunsucker of Mayhem Nation.

And these speakers won’t just be lecturing; they’ll run interactive workshops where you’re given simple, actionable tasks to complete on the spot to improve your gym or career.

Links

Be sure to get tickets before they sell out: Two-Brain Summit

Gym Owners United

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0:38 - 2024 speaker lineup

7:23 - Think "workshop not lecture"

13:30 - The four avatars

21:11 - Be curious about your members

27:42 - Keep your business growing

Have you ever heard of a gym with a waiting list?

CrossFit Leiden in the Netherlands has capped its membership at 400 clients. Instead of adding more people, the gym is focused on retention, increasing value for clients and raising average revenue per member (ARM).

In this episode of “Run a Profitable Gym,” host Mike Warkentin chats with gym co-owner Jeroen van Duijn to learn how CrossFit Leiden obtained—and retained—so many clients.

One of CrossFit Leiden's top strategies for getting new clients is a weekly bring-a-friend event, and Jeroen shares exciting tips for making similar events successful at your gym.

To hold onto each new patron, members of Jeroen’s team focus heavily on relationship building and the client experience.

From No Sweat Intros to Goal Review Sessions to 100-visit gifts, the gym has touchpoints all along the client journey to make sure clients keep coming back—and want to bring their friends.

Links

Gym Owners United

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0:56 - "I don’t want to increase my client count"

6:57 - Jeroen’s projects

9:12 - The client journey

15:58 - Finding great clients

22:18 - Making some changes