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Erik Zeyher's gym, Warlock CrossFit, generates over $200,000 in annual revenue from its semi-private training program. In this episode of “Run a Profitable Gym,” Erik breaks down the exact steps he took to build a premium program that works across the board—for clients, coaches and the business. As Erik puts it, “It is aces.”Erik shares how he structures sessions, pricing and coach pay, and he explains how he generated internal buzz around the program to fill it fast. When his first semi-private session filled up in just 45 minutes, Erik knew he had a winner. He also gets into logistics issues such as scheduling, onboarding, space constraints and last-minute cancellations.Now, with expert mentorship and dialed-in systems, Erik can rely on his semi-private program to add $15,000-$22,000 to his gym's revenue each month. Thinking about adding a high-value semi-private personal training program? Tune in to hear from a gym owner who's done it successfully.LinksThe Prescriptive ModelPrerequisites for Semi-PrivateGym Owners UnitedBook a Call0:01 - Semi-private revenue boost6:51 - Increased coach pay12:41 - Biggest challenge in this model18:36 - Time and space logistics29:36 - Should gyms implement this?

Small-group and semi-private training can dramatically increase your gym's revenue, improve coach pay and boost client results.In this episode, gym owner and semi-private specialist Daniel Purington shares exactly how to build a high-revenue, high-retention semi-private program from the ground up.Certain prerequisites must be in place before you offer this service. If you miss steps, your program will flounder, you'll get frustrated and your members won't sign up for coaching that can help them get better results faster. Daniel's got your do-this-first checklist. Daniel also identifies the biggest mistake gym owners make when building semi-private programs, offers his tips for success and explains how to fill your program. Hint: You don't need to spend money on ads or create a new marketing campaign.As a bonus, Daniel breaks down how his own gym—Woodslawn Fitness in Portland, Oregon—runs concurrent sessions in just 650 square feet, generates $230 per session and pays his semi-private coaches up to $11,000 a month.Thinking of adding a high-value revenue stream to your gym? Tune in for a step-by-step guide.LinksThe Prescriptive ModelGym Owners UnitedBook a Call 1:00 - Small group & semi-private revenue3:25 - How to know if you're ready6:56 - Big vs. small group logistics14:13 - How to fill a program20:41 - Next steps to get started

Does your gym really need more leads, or are you wasting the leads you already have?In this episode of “Run a Profitable Gym,” marketing expert John Franklin shares six simple strategies that will help you book more intros and close more sales without spending a dime on ads. Even small improvements in your lead-nurture process can produce huge returns—just one extra sale per month can add over $17,000 in revenue to a gym.John explains:How and when to contact leads.How to personalize lead nurture so your gym stands out. How to use long-term lead-nurture tactics that convert cold leads into paying clients months down the line.How to use automations without losing the human touch.He even shares a never-miss script you can use verbatim to start more conversations.Tune in to hear all six strategies, then start implementing them today to convert more leads into high-value gym members who stay for years.  Links2026 Two-Brain Summit TicketsGym Owners UnitedBook a Call 0:29 - Call your leads7:55 - Follow up with leads11:12 - Optimize availability15:32 - Personalize lead nurture20:49 - Long-term lead nurture

Today, Two-Brain Business founder Chris Cooper previews his new lead-nurture webinar and free checklist guide. If you're chasing more leads but not seeing results, this training is for you.Learn how to stop wasting the leads you already have, get more leads to show up and improve your conversion rate by 21X.Ready to unlock hidden profit with 10 proven lead-nurture strategies? Attend the free training on June 17 at noon Eastern in Gym Owners United.LinksGym Owners UnitedBook a Call  

If you're struggling to keep your gym afloat or feeling stressed about your business, this is the podcast for you.Today on “Run a Profitable Gym,” Two-Brain founder Chris Cooper shares a powerful message for owners who are exhausted, overwhelmed or unsure what to do next:You're not alone.Coop explains how gym owners can turn things around and why “hope” isn't a feeling. It's a decision.Chris lays out the real reasons gyms fail and lists the key differences between those that thrive and those that shut down. Then he lists the exact first steps to take if you're losing money and offers a formula for creating hope.No gym should be left behind. This episode will show you how to move forward.And if you want to move forward at the greatest speed, get a coach. Mentorship gives gym owners the clarity, focus and accountability they need to transform struggling gyms into world-class businesses.LinksGym Owners UnitedBook a Call  0:18 - Why we leave no gyms behind3:10 - Defining success for owners & coaches6:51 - What separates those who get results8:12 - Creating hope with the GAP formula10:36 - What you can do right now

Knowledge won't grow your gym—action will.In this episode, Two-Brain founder Chris Cooper explains how to close the gap between learning and doing so you can move your business forward.For gym owners, the cost of inaction is high: wasted payroll, lost revenue, clogged marketing funnels and low retention. Chris has seen thousands of gym owners get stuck in a cycle of compounding mistakes—not because they lacked information but because they didn't have someone to help them sort through the info and figure out what to do "right now."The solution? Building a clear plan for your gym with an expert mentor who will tell you exactly what to do and hold you accountable for doing it.If you've been consuming videos, blogs and books without making progress in your business, tune in to find out what separates growing gyms from stagnant gyms.LinksGym Owners UnitedBook a Call  0:32 - The implementation gap1:31 - The cost of inaction3:54 - How mistakes compound4:49 - Value of an outside perspective7:38 - Why Chris still has mentors

CrossFit Mondego has 429 members—and they're not bleeding out the door.In this episode of “Run a Profitable Gym,” Mike Warkentin sits down with one of CrossFit Mondego's owners, Luísa Mesquita, to find out exactly how she and her partners transformed a gym with high churn into a 400-plus-member powerhouse with great retention.Luísa breaks down the key additions that fueled their explosive growth, including a data-driven referral funnel that consistently brings in new leads without ad spend.In addition to expanding client count, CrossFit Mondego has boosted its revenue with a high-value on-ramp program, as well as small-group and hybrid training.Luísa explains how her Two-Brain mentor, Brian Foley, helped the gym's owners make gradual changes to move the needle and scale with sustainable systems—without burning out.Listen to Luísa's full story, and then use her tips to build a gym where more people stay longer and pay more.LinksGym Owners UnitedBook a Call  2:12 - How retention has increased5:32 - The impact of on-ramp12:50 - Additional programs driving growth19:47 - Hyrox at a CrossFit gym24:30 - Why Luísa slowed down ads31:56 - Advice for getting more clients

In this episode of “Run a Profitable Gym,” Chris Cooper presents the leaderboard for gyms with the most paying members.Coop reveals what the leaders have in common: They all focus on improving business fundamentals—such as retention, staffing and repeatable systems—instead of chasing shiny objects such as ad campaigns.Another commonality: boosting average revenue per member (ARM) rather than just adding a ton of cheap, new members. To accomplish this, many have added high-value options such as small group training, personal training and Hyrox programming.Chris also shares real quotes from these leaders, including one from an owner whose gym halved its ad spend while increasing front-end revenue.Tune in to hear tips from top gym owners for growing your client headcount without spending your hard-earned profit on advertising.LinksGym Owners UnitedBook a Call 0:01 - Intro1:42 - Gyms with the most clients3:05 - What they have in common4:53 - Quotes from the leaders9:43 - CrossFit gyms in Europe

Gym owner Aaron Scott followed Two-Brain content for six years before finally signing up for mentorship. When he did, everything changed.In this episode of “Run a Profitable Gym,” Aaron shares exactly how he doubled his revenue at CrossFit Structure in the U.K.—without dramatically increasing his client count.He reveals how implementing high-value onboarding, raising rates with confidence and improving back-end systems helped him grow monthly revenue from £7,500 to over £15,000.With mentorship, Aaron also increased average revenue per member (ARM) by £40 and tripled his length of engagement (LEG).Building the right systems allowed Aaron to reduce stress and buy back hours so he can spend more time with his family. If you've been sitting on a pile of free content but still feel stuck, tune in to hear what happened for this gym owner when he finally started working with a business expert.LinksThe Prescriptive ModelGym Owners UnitedBook a Call 1:28 - Before and after mentorship6:00 - Results using free resources7:44 - Immediate changes with a mentor11:60 - Three rate increases15:49 - Aaron's recent accomplishments

If your gym isn't paying you at least $100,000 a year, you need to listen to this podcast—or check it out on YouTube to see the visuals.Chris Cooper shares the six reasons gym owners fail and provides the tools fitness entrepreneurs need to solve these problems.Coop was a struggling gym owner, too, and this is the exact video that would have saved him 15 years ago when he was struggling to pay the rent as an overworked, underpaid gym owner.The data-backed, battle-tested resources in this video have:Helped over 2,700 gym owners take home 24.9 percent more than the average gym owner.Produced almost 300 gym owners who earn six figures or more.Minted almost 60 new millionaires.There's no catch. Two-Brain leaves no gym behind. These resources are designed to give you a few quick wins and help you build momentum. Get our A+, gym-saving resource package today.To move faster and accomplish your goals sooner, work with a mentor. A mentor analyzes your business and tells you exactly what to focus on right now so you don't get overwhelmed.Because all the knowledge in the world is useless without action.LinksFree Tools Package for Gym OwnersBook a Strategy SessionGym Owners United1:11 - Problem 1: Inconsistent Lead Generation4:27 - Problem 2: Charging Less Than You're Worth7:49 - Problem 3: High Churn15:27 - Problem 4: Underpaying Yourself16:49 - Problem 5: Flying Blind on the Numbers21:43 - Problem 6: Finding and Keeping Great Staff

Robin Sowden-Taylor added Hyrox to his gym and credits it with bringing in 30+ new clients and thousands in extra revenue.In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Rob, owner of ION Strength & Conditioning in Wales, who opens up his books and shares the exact ROI he's getting from Hyrox. He breaks down what he's paying, what he's earning and how the program has improved lead generation and member retention—without changing his gym's core identity.Rob runs Hyrox classes alongside his existing strength-and-conditioning model, filling underused class times while generating additional revenue and community engagement from Hyrox events.If you're considering affiliation or looking for a new revenue stream, tune in to hear exactly what Hyrox delivered for ION Strength & Conditioning.LinksHyrox in a CrossFit Gym Gym Owners UnitedBook a Call  1:02 - ROI on Hyrox affiliation6:13 - Rob's pricing and retention11:15 - Extra revenue from events12:52 - Is it difficult to get started?16:30 - Adding Hyrox to a CrossFit gym

Is affiliation worth it—or is it just another unnecessary expense?In this episode of “Run a Profitable Gym,” Chris Cooper breaks down how to measure the true value of an affiliation or licensing agreement, using clear steps and real-world examples from brands such as CrossFit, Hyrox, CNU Stretch and Parisi Speed School.You'll learn what affiliation actually gives you (and what it doesn't), how it compares to franchising and where a brand fits into your gym's business structure. Coop introduces a simple ROI formula to help you determine whether affiliation is helping you attract clients, generate revenue and improve retention—or just adding complexity without a clear return.Whether you're considering affiliation or questioning the value of your current brand, this episode will help you make a data-driven decision instead of guessing.LinksAffiliation Comparison Chart Affiliation Value FormulaGym Owners UnitedBook a Call  0:01 - Intro0:49 - What does affiliation buy?5:13 - Where a brand fits in your gym9:01 - How to measure affiliation value11:07 - Other revenue from affiliation

Staffing problems can destroy your gym's momentum—and your sanity. But with the right systems and mindset, they're solvable.In this episode of Run a Profitable Gym, host Mike Warkentin talks with gym owner Chris Williams about the staffing chaos he inherited when he bought his gym.Chris shares the HR disasters that nearly wrecked his business and lays out the steps he took to rebuild trust, create structure and increase professionalism. He explains how he turned a gym run by friends into a real business and gained the freedom to step away from day-to-day operations. He also breaks down his evaluation system, describes his pathways for staff advancement and explains how he approaches hard conversations with employees.Staffing problems aren't unavoidable, but they are fixable. Tune in to become a better leader for your team!For more help, use the link below to join Gym Owners United and get the free “7 Deadly Sins of Staffing” guide.LinksGym Owners UnitedBook a Call 0:37 - Staffing horror stories11:27 - Systemizing the business13:48 - Documenting roles and responsibilities20:24 - Preventing staffing issues28:20 - What gym owners can do today

Staffing is the biggest and most important investment you'll ever make in your gym. Get it right and your business grows. Get it wrong and everything stalls.Today, Chris Cooper unpacks the seven deadly staffing sins that create chaos, kill growth and keep gym owners chained to day-to-day operations.From hiring out of desperation to keeping people too long, each staffing mistake is pulled from real conversations with gym owners who've felt the consequences.You'll probably recognize a few of these mistakes in your own business. You might even realize you're committing all seven sins. Coop's got absolution and solutions for you. Tune in to hear how top-performing gyms build strong, reliable teams, then take action to do the same.To get the full guide, join Gym Owners United via the link below. LinksGym Owners UnitedBook a Call  2:22 - Lack of clarity and defined roles7:06 - Over-incentivizing and promoting13:08 - Hiring in desperation16:55 - Keeping people too long19:30 - Abdicating instead of delegating

What if your gym was fully booked and highly profitable all summer long?While many gym owners brace for a summer slump, Debbie Rosslan ramps up with youth programs such as jump training, volleyball development, and speed and agility, which keep her gym full and profitable. In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Debbie about how she uses kids camps to generate consistent revenue during the months of the year when many gym owners struggle. Debbie breaks down how she structures her camps, prices them for profitability and keeps kids coming back year after year. She also shares tips on low-cost marketing and explains why parents happily pay premium rates for her kids programs. Skip the summer slump this year. Instead, listen in as Debbie shares her playbook for a packed and profitable gym. Then take action today.LinksGym Owners UnitedBook a Call  0:35 - Summer opportunities for gym owners3:52 - Revenue from a kids program5:27 - Setting up a kids program10:20 - Filling and marketing a kids program15:18 - How to get started now

Summer is coming, and for many gym owners, that means holds, cancellations and a painful dip in revenue—but it doesn't have to.The summer slump is natural if you don't take action: Clients go on vacation, they trade your programmed workouts for outdoor activities in the sunshine, and kids who are home from school force routine changes.But when clients stop coming to the gym consistently, they lose the momentum they've built, making it harder to get them to restart in the fall.Today on “Run a Profitable Gym,” Two-Brain founder Chris Cooper gives you a tactical action plan for getting ahead of the summer slump in 2025.He breaks down practical strategies for improving summer retention and boosting revenue with seasonal programs, such as offseason athlete camps. You'll also learn how to offer remote coaching and travel prescriptions so you can keep clients engaged even when they're outside the gym.Tune in to hear a complete plan you can apply to your gym today and use every year to make summer a strong season.LinksGym Owners UnitedBook a Call  3:25 - Pre-sell fall engagement5:00 - Seasonal programs and events7:37 - Camps and programs for offseason athletes9:06 - Remote training programs12:29 - Vacation training plans

Gabriel Mayer-Bédard, owner of CrossFit St-Basile-le-Grand in Quebec, Canada, used semi-private training to generate over $200,000 in new revenue in just one year. Adding semi-private training also boosted his gym's client retention, solved scheduling challenges, and produced higher pay and improved career paths for his coaches.In a semi-private model, about four clients train at the same time under one coach, and each client receives personalized programming and attention—making it a high-value service for both clients and gyms.In this episode of “Run a Profitable Gym,” Gabriel outlines exactly how he launched the new service with the help of Two-Brain's semi-private specialist, Brian Bott. Gabriel explains how he set pricing and coach pay, sold existing clients on the service, and shifted his onboarding process to funnel new clients into the program.Looking for a way to grow your gym without burning out? Gabriel's story will show you what's possible.LinksGym Owners UnitedBook a Call  0:54 - What is semi-private training?5:43 - Selling semi-private training10:27 - Session pricing and trainer pay14:48 - Onboarding into semi-private21:58 - Working with a specialist

Tired of answering the same questions, fixing the same mistakes and doing everything yourself?In this episode, Corey Lewis, Two-Brain mentor and owner of Xtra Mile Fitness, shares how systemizing his gym with SOPs (standard operating procedures) has helped him save time, improve retention, onboard staff more efficiently and build a more profitable business. Creating SOPs doesn't have to be painful. Corey reveals his quick hack for writing them in minutes with help from AI, and he explains why systemizing even the smallest tasks—like opening the gym or cleaning equipment—can unlock massive growth. He also walks through his process for presenting SOPs to staff to get their buy-in and create a better client experience.Stop doing everything yourself. Tune in to learn how to buy back your time, reduce stress and run a more profitable gym.LinksGym Owners UnitedBook a Call  3:01 - How to create efficient SOPs7:04 - Presenting SOPs to your staff10:01 - When to review & update SOPs14:41 - Examples from Corey's mentees17:52 - Buying back your time

Want to earn $100,000 a year from your gym? Passion alone won't cut it. You need a clear plan.Today, Chris Cooper introduces a proven, step-by-step guide: “The Gym Owner's Checklist for Hitting $100K+ Annual Income.” Based on data from thousands of gyms worldwide, this checklist outlines exactly what you need to do to build a profitable, sustainable business. It's broken down into six essential areas:- Get More Clients- Average Revenue Per Member (ARM)- Length of Engagement (LEG)- Effective Hourly Rate (EHR)- Staff- FinanceIf you've ever felt overwhelmed by the business side of gym ownership, this checklist will give you a clear path forward. Join Chris for a live walkthrough and Q&A on April 29 at 12 p.m. EDT in Gym Owners United—linked below. LinksGym Owners UnitedBook a Call  0:01 - Intro2:29 - Overview of the checklists 3:48 - Client headcount, value & retention8:13 - Owner pay, staff & finance9:50 - Your next step

At just five months old, Emilie Towns' gym is already averaging more than $450 per member per month.Instead of offering big group classes, Emilie built Ardent Fitness on a high-value foundation by focusing on semi-private and small-group training.In this episode of “Run a Profitable Gym,” Emilie shares how her mentor helped her launch with clarity and confidence, and she lays out the systems that drive her success.She breaks down her onboarding process and pricing strategy, and she explains how the Prescriptive Model has helped her retain clients, reinforce value and consistently deliver results. She also shares how she overcame early sales fears to find high-value clients. If you've ever wondered how some gyms can charge so much more than others, dig into this episode! Links"Help First"The Prescriptive ModelGym Owners UnitedBook a Call  0:01 - $454 ARM in 5-month-old gym3:32 - Small group vs. semi-private11:24 - Running a semi-private program14:27 - How to find high-value clients22:18 - The Prescriptive Model

What if every client in your gym happily paid you $20 more per month? What about $50 more? Or even $100 more?In this episode of “Run a Profitable Gym,” Chris Cooper presents the Top 10 leaderboard for average revenue per member (ARM), with the No. 1 gym earning $724 per client per month. He explains how these elite gyms have boosted their revenue by prioritizing client value over headcount. In fact, one gym on the leaderboard increased its revenue by 38 percent while reducing its client base by 20 percent.Chris also breaks down the Prescriptive Model, a client-centric strategy that aligns gym services with individual goals to produce better results. Focusing on measurable results—instead of just workouts—builds trust, boosts retention and justifies premium pricing.Tune in to hear why “more clients” isn't always the answer and then start scaling your gym's average revenue per member.LinksThe Prescriptive ModelGym Owners UnitedBook a Call  00:28 - Top 10 gyms for ARM04:30 - Why you must be profitable09:03 - Fewer members, more revenue11:54 - Quotes from top gym owners16:30 - Method versus model

When Theresa Straight signed up for mentorship, she was working 70-80 hours per week—coaching for 30-plus of those—and barely scraping by. Seventeen months later, she's doubled her client headcount, doubled her average revenue per member and quadrupled her revenue. Theresa raced through the stages of Two-Brain mentorship and has reached the elite Tinker level, where gym owners are earning over $100,000 per year. Her focus now is on using her gym to support her family's lifestyle and create a bright future. In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Theresa about the exact steps she took to grow a thriving business and get her time back.Theresa breaks down the mindset shift that helped her transition from “coach” to “CEO” and shares key actions that fueled the gym's growth: developing onboarding and retention systems, implementing goal reviews, and hiring staff.Ready to grow without grinding yourself into the ground? This episode is for you.  LinksThe Stages of Mentorship"The Golden Hour"Gym Owners UnitedBook a Call  0:01 - Theresa's 17-month transformation3:57 - Pre-mentorship struggles9:34 - Quick wins in Stage 113:12 - Moving from coach to CEO21:29 - Becoming an elite gym owner

Struggling to turn gym leads into paying members? Your sales funnel might need some first aid. In this episode of “Run a Profitable Gym,” marketing experts John Franklin and Matt Temby break down sales data from three gyms, identify gaps in their sales processes and explain how to fix them.The pair dial in on three key lead-tracking metrics: set rate, show rate and close rate. They explore why one gym has trouble getting leads to set appointments, why another has so many no-shows, and why a third struggles to close high-ticket sales.John and Matt walk through changes each gym could make to improve their sales, such as contacting leads faster and asking better questions during the sales consultation. Tune in to hear real-world examples of sales-funnel remedies, then find and fix the weak points in your gym's funnel.To learn more about improving your sales process, check out Matt's last two appearances on the show, linked below. LinksSales Process OverviewHandling ObjectionsGym Owners UnitedBook a Call  0:01 - Intro0:39 - Setting more appointments5:13 - Getting leads to show up6:07 - Closing more sales8:28 - Increasing high-ticket sales

If you own a gym, you must sell.That probably makes you uncomfortable, but Chris Cooper is here to remind you that selling is actually the first act of coaching. If you can't get people to sign up, you can't coach them to improve their health and fitness.Still, no fitness coach wants to feel pushy or slimy. In this episode, Coop explains how to sell while maintaining a philosophy of generosity and service.He lays out the Help First funnel, which has four sections:IntroductionConversationInvitationConversionIt's a system characterized by honesty, and it allows gym owners to move from "selling" to "helping":If you are trying to get only what you want, you are selling.If you are trying to supply what they want and need, you are helping.This mindset shift will make all the difference when a desperate person is asking you how to lose 20 lb. As a coach, it's your duty to tell that person exactly how to solve the problem and offer your expert help. If you remember that, you'll change more lives and close more sales.LinksGym Owners UnitedBook a Call0:01 - Intro0:33 - The Help First strategy3:29 - How to start conversations6:35 - How to extend an invitation12:22 - Sales: the first act of coaching14:30 - The Prescriptive Model

How can gym owners achieve financial freedom and retire comfortably? Traditional retirement plans are not always the best answer for gym owners, and relying solely on gym income can be risky.To tackle this question, Chris Cooper sits down with Joey Mure from “Wealth Without Wall Street,” a podcast and online community designed to educate people on how money truly works.Chris and Joey discuss how gym owners can become financially independent, invest wisely and build wealth beyond their gyms.Joey introduces alternative wealth-building strategies such as syndication, land flipping and infinite banking. He also breaks down legal ways to minimize what you owe in taxes and keep more of your hard-earned money working for you.Gym owners, it's time to start planning for your financial future—tune in to hear how.Use the link below to access free resources and take the financial freedom quiz.LinksFree ResourcesGym Owners UnitedBook a Call05:24 - Where to invest your money12:45 - Passive income from your business19:05 - Small ways to get started 22:29 - How syndication works25:28 - Infinite banking breakdown32:41 - Free resources for listeners

Economic uncertainty is coming, but that doesn't mean your gym has to struggle.In fact, the best gym owners use challenging times as an opportunity to grow, refine their businesses and come out stronger on the other side.In today's episode, Two-Brain founder Chris Cooper lays out the exact steps gym owners can take to thrive during an economic downturn.Slashing membership rates is the wrong move—Chris shares smarter strategies for growing top-line revenue, from prioritizing high-value services to improving retention by strengthening relationships with existing clients.He also explains how to cut unnecessary costs before you're forced to and optimize your sales process to convert more leads.Tune in to learn how to build resilience, stay ahead of financial challenges and run a profitable gym—no matter what the economy brings.LinksGym Owners UnitedBook a Call  01:19 - Go upmarket, not down05:34 - Market for retention08:44 - Improve your weakest metric10:38 - Grow top-line revenue 20%13:17 - Plan for the worst, hope for the best16:26 - Cut spending & maximize ROI19:42 - Lean on your network

Struggling to pay yourself enough as a gym owner? James Harris of Brentwood Barbell went from barely scraping by to generating $30,000 a month in revenue—and today, he's sharing exactly how he did it. In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with James to unpack his journey from burnout to six-figure success. A former physical therapist turned gym owner, James reveals how Two-Brain Business helped him triple his revenue in less than three years. He also shares how ego nearly cost him his business and explains why “going out of business isn't the worst thing—staying in business and not making money is.”James breaks down the key tactics that transformed his business, including tracking his metrics, planning his year, raising rates and building “gap strategies” to overcome revenue shortfalls. Tune in to hear how to systemize your gym and boost your income, just like James did. Then, shoot Chris Cooper a DM to get free copies of his sample profit-and-loss statement (P&L) and annual plan.You can find Chris—and thousands more supportive gym owners—in Gym Owners United, linked below.LinksGym Owners UnitedBook a Call  02:17 - Journey with Two-Brain05:26 - Overview of James' gym09:37 - Low points to $100k NOB13:28 - Paying yourself more21:21 - What's next for James?

First-time entrepreneur Natalie Winslow opened her gym with the support of a Two-Brain mentor and brought her income from $0 to $100,000 in under a year. In this episode of “Run a Profitable Gym” host Mike Warkentin talks with Natalie, owner of The Gym at Tierra Verde in Florida, to find out the exact steps she took to build a profitable gym fast.Natalie shares how her mentor guided her to develop a solid plan for her business, including standard operating procedures that ensured the gym ran smoothly from Day 1. Another key aspect of this plan was the Two-Brain Founders Club, which allowed Natalie to hit the ground running with 45 members on opening day—and 75 percent of them are still clients today!Mentorship also helped her avoid costly mistakes gym owners make when structuring their businesses and hiring new employees.Tune in to hear about Natalie's journey from stay-at-home mom to six-figure-earning gym owner—then book a call via the link below if you want to talk about how mentorship can help you, too.LinksGym Owners UnitedBook a Call00:53 - Journey to $100k NOB04:10 - Summary of Natalie's gym06:56 - Starting a gym with a mentor11:42 - Setting goals with a mentor15:30 - Where gym owners can start

CrossFit founder Greg Glassman is back with a new project: MetFix.In this exclusive interview on “Run a Profitable Gym,” Two-Brain CEO Chris Cooper gets the inside story on Glassman's latest venture—a program designed to attack chronic disease through its focus on metabolic health.Glassman explains why he believes sugar is public enemy number one, how broken science has misled the fitness industry and why MetFix is in a position to address problems that CrossFit can't. He also shares his thoughts on the failures of modern education and why changing one life at a time is the only way to win the war on metabolic dysfunction.He discusses MetFix's potential applications in hospitals, schools and CrossFit affiliates, and clarifies the relationship between MetFix and CrossFit.This is a conversation you can't miss. Tune in to hear more about MetFix and get Greg Glassman's unfiltered take on health and nutrition.To learn more about MetFix, visit the link below. LinksMetFixGym Owners UnitedBook a Call  00:11 - How to teach nutrition to a 6 year old21:50 - Getting people proactive about health38:04 - How Greg teaches his kids science48:11 - Getting joy from teaching01:17:45 - Greg's closing thoughts

This episode features important visuals. For the best experience, watch it on YouTube.Two-Brain Business has helped hundreds of gym owners hit their income goals with dramatically reduced work hours—and Chris Cooper is here to give you a detailed look at the exact system they used to do it.This plan has produced 55 millionaire gym owners (and counting) and helped gym owners around the world reach six-figure income without working extreme hours. Coop holds nothing back. You'll see the entire Two-Brain mentorship system.Stage 1 is all about increasing revenue, Stage 2 is where you systemize your business, and Stage 3 is where you take clear steps to build a legacy and live your Perfect Day.In this detailed video, you'll also get to work through six essential exercises with Chris. He'll teach you how to find and replicate your best clients, learn to read a profit-and-loss statement, acquire new clients fast, and more.If you've ever wondered how mentorship for gym owners works, this video is the answer. A thousand fitness entrepreneurs around the world are using this exact system right now to build profitable gyms that help them live the way they want to live.Watch the video, and when you're ready to talk about a precise plan to help you earn six figures or more from your gym, book a call via the link below.LinksGym Owners UnitedBook a Call  0:01 - Intro8:17 - Stage 1: Increase Revenue22:20 - Exercise 1: Seed Clients40:03 - Stage 2: Systemize Your Gym41:30 - Exercise 2: The Simple Six51:12 - Exercise 3: Sell Week1:03:33 - Exercise 4: SOPs1:13:12 - Exercise 5: P&L Statement1:25:40 - Exercise 6: Role Replacement Cost1:30:11 - Your Perfect Day1:39:32 - Next Steps

What if you could double your gym's size without spending a dime on advertising?Today on “Run a Profitable Gym,” Mike Warkentin talks with top-earning gym owner Travis Laufle of TRVFIT in Detroit, Michigan. In just one year, Travis doubled his gym's size with zero ad spend and earned a spot on the net owner benefit (NOB) leaderboard. Travis reveals the simple but effective strategies he used to attract and retain clients, including creating a referral program, implementing Goal Review Sessions and focusing on organic social media. He also explains why shifting from free trials to free consultations was a game changer for his gym and how focusing on retention and high-value services produces more revenue than constantly chasing new leads.Tune in to this episode to hear proven strategies for growing your gym without paid ads.LinksGym Owners UnitedBook a Call  03:14 - Growth without paid ads07:42 - TRVFIT's business model 13:37 - Net owner benefit strategy22:21 - Referrals and bring-a-friend days28:18 - Top tips for increasing NOB

Greg Glassman's new venture, MetFix, has generated monster buzz across the fitness industry, and current and former CrossFit affiliate owners are particularly interested. So what exactly is MetFix, and how does it compare to Glassman's other major creation, CrossFit?In this episode of “Run a Profitable Gym,” Two-Brain Business founder Chris Cooper sits down with Glassman's partner in MetFix, Emily Kaplan, to find out.Emily provides the project's background and lays out MetFix's focus on combatting chronic disease through diet and exercise. She explains why the program is designed to complement CrossFit rather than compete with it and offers her perspective on the broader health and fitness landscape.Chris and Emily also discuss how MetFix approaches coaching and education, and they dig into its affiliate model, which many gym owners want to know more about.If you are curious about MetFix, tune in to hear insights directly from one of its founders.  To learn more, visit the MetFix site via the link below.  LinksMetFixGym Owners UnitedBook a Call  00:52 - What is MetFix?17:04 - MetFix certification & affiliates26:08 - Adherence to nutrition plans36:47 - Goal of the affiliate program56:54 - Support for MetFix affiliates

Most gym owners don't start their businesses to get rich, but that doesn't mean they should struggle to make a living.In fact, the better a gym pays its owner, the more likely it is to stay in business and change more lives.In this episode of “Run a Profitable Gym,” Chris Cooper reveals the Top 10 gym owners for net owner benefit (NOB)—take-home pay. More importantly, he breaks down exactly what the top earners are doing to bring home between $19k and $30k per month.These gym owners have a few key things in common: They repeat simple, effective habits instead of constantly chasing new tactics; they raise rates annually to account for inflation; and they focus on retention and delivering exceptional value to clients.Chris also explains why NOB is the best measure of a gym's health and covers some of the biggest mistakes gym owners make—like adding more members without increasing NOB—and how to avoid them.If you're tired of just getting by, tune in to hear proven strategies for increasing your income.LinksGym Owners UnitedBook a Call  01:51 - Our Top 10 earners04:23 - What they have in common07:54 - Retention and service delivery12:37 - Reputation and social media16:36 - Smart financial planning

Some CrossFit affiliate owners believe the CrossFit Games are a powerful marketing tool for their gyms. But is that really true? In this special episode of “Run a Profitable Gym,” Chris Cooper challenges the idea that the Games help affiliates and explores what must change to make them a win for more than just elite athletes.Coop explains why Games exposure doesn't translate to measurable benefits for affiliates and encourages CrossFit to look to other fitness competitions that are thriving.He highlights what Hyrox, Spartan Races, the Rogue Invitational and fitness festivals such as the Arnold are doing well, and he explains how CrossFit can learn from them.It's time to rethink who the Games are really for. Tune in to hear Chris' take.  If you missed any of the other episodes in this special series, check them out via the links below.LinksHow to Save CrossFitQ&A With CoopSave the Affiliate MovementGym Owners UnitedBook a Call  00:47 - The purpose of the Games3:15 - Should HQ scrap the Games?4:22 - Hyrox and Spartan6:20 - The Rogue Invitational7:43 - Fitness festivals

CrossFit's future depends on its affiliates—but right now, they're struggling. The public message is that the brand is thriving, but behind the scenes, thousands of gym owners are fighting to stay afloat.In today's special episode, Chris Cooper explains why CrossFit affiliates are closing at an alarming rate and outlines what must change if CrossFit LLC wants to save them.For years, CrossFit HQ said that great coaching would lead to strong businesses. But as Coop shares, great coaching is not enough: Affiliate owners need the tools and strategies to build financially sustainable gyms.Coop outlines a plan to rebuild the affiliate program, starting with business education, real mentorship and leadership that prioritizes sustainable gym success over short-term revenue grabs.If CrossFit is going to survive long term, the affiliate model has to change—tune in to hear Coop's full plan.  If you missed the first two episodes in this special series, check them out via the links below.LinksHow to Save CrossFitQ&A With Coop Gym Owners UnitedBook a Call  1:48 - Clarify the mission2:53 - Rebuild CrossFit media5:53 - Prequalify “mentors” on the platform7:44 - Track & publish affiliate metrics9:50 - CrossFit business course?

Last week, Chris Cooper published a blog titled “How to Save CrossFit,” and the response was massive—affiliate owners, coaches and industry leaders reached out with questions and concerns.Today, in this special episode of “Run a Profitable Gym,” Chris answers their questions.Coop addresses why he deaffiliated from CrossFit and why the method must evolve, then he digs into a question many have asked him: Would he ever buy CrossFit LLC? Chris also defines what real change would look like in a complete overhaul, including how to rebuild CrossFit Media, redefine the purpose of the Games, and offer affiliates real education and mentorship to help them succeed.Stay tuned for upcoming episodes in this series: Chris will explain how affiliates can be saved and lay out a plan for the evolution of the CrossFit Games.And if you missed the first part of this special series, it's linked below. LinksHow to Save CrossFitGym Owners UnitedBook a Call  5:33 - First 90 days of complete change10:21 - What about Europe?14:42 - Is CrossFit in danger?17:34 - Affiliates' concerns20:35 - Could Coop buy CrossFit?

Free trials might seem like a great way to attract new members, but they're actually hurting your gym.Instead of bringing in long-term, high-value clients, they often lead to price-based decisions and short retention—and they have low conversion rates, too. Today on “Run a Profitable Gym,” host Mike Warkentin and gym owner and mentor Nick Habich break down why free trials no longer work and lay out exactly what to do instead. They explain why shifting to the Prescriptive Model—where you meet with clients to identify their specific goals and prescribe a personalized solution—results in higher close rates, longer retention and increased revenue. To back it up, they share key sales and retention data. Tune in to learn how to implement the Prescriptive Model in your gym and provide increased value for clients while boosting your bottom line. Links"Help First" by Chris CooperGym Owners UnitedBook a Call   01:02 - Why are free trials bad in 2025?03:35 - Better close rates with free consultations06:49 - Stopping free trials and pushback13:01 - Move from free trials to consultations18:54 - New clients may not be the right fit

CrossFit is at a crossroads. With affiliate numbers shrinking and Berkshire Partners looking to sell, the future of the brand is uncertain. In this special episode of “Run a Profitable Gym,” Two-Brain Business founder and CEO Chris Cooper lays out a plan to save CrossFit—the company and the broader community of gym owners and trainers who depend on the brand.Chris was an affiliate owner for 14 years and worked for CrossFit HQ for six. Now, through Two-Brain, he mentors more CrossFit affiliate owners than anyone else in the world.Coop's seen firsthand what makes affiliates successful—and why so many are struggling. Today, he breaks down why great coaching alone isn't enough, how outdated business advice led many affiliates to financial instability and why the future of CrossFit depends on strong, profitable gyms. He outlines specific steps a new CrossFit LLC owner should take to turn things around, including revamping the affiliate model and redefining the brand in today's fitness industry. Stay tuned for the next three episodes in this series: Chris will answer the top questions he's received about CrossFit, he'll explain how affiliates can be saved, and he'll lay out a plan for the evolution of the CrossFit Games. LinksGym Owners UnitedBook a Call  00:36 - CrossFit is shrinking03:56 - How we got here08:45 - The brand is built on affiliates11:09 - How to fix CrossFit19:24 - What real change requires

Many gym owners still rely on free trial classes to attract new members, but do samples actually help your fitness business? The data says "no."In this episode of “Run a Profitable Gym,” Chris Cooper explains why free trials are ineffective, how they hurt long-term retention and what to replace them with.Instead of creating a race to the bottom by commoditizing coaching, gym owners can improve close rates by using the Prescriptive Model, starting with a No Sweat Intro—a consultation that helps potential members understand how the gym will help them get real results quickly. Chris walks you through the steps of the Prescriptive Model and shares data comparing retention rates produced by free trials and No Sweat Intros. (Spoiler: Consultations generate length of engagement that's three times longer!) It's time to ditch free trials and start using a system that actually works—tune in to learn how. Want to learn more about the Prescriptive Model? Click the link below.  LinksThe Prescriptive ModelGym Owners UnitedBook a Call  01:16 - The history of free trials05:12 - The close rate of free trials11:02 - The commodity effect13:40 - What to do instead19:19 - Free trials are bad for clients

What happens when every coach at your gym operates at an A+ level? In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Two-Brain Business mentor Kenny Markwardt to discuss the massive rewards of developing your training staff.As the owner of Sandpoint Strength Conditioning in Idaho and co-host of the “Strength Coach Collective” podcast, Kenny is passionate about coach development and shares how investing in his staff's growth transformed his gym. He breaks down how coach ascension improves retention, gym culture and revenue—in fact, one of his coaches now generates a third of the gym's total revenue!Mike and Kenny talk about how to evaluate and mentor coaches to build long-term careers at your gym, how to shift from a transactional to a relationship-based coaching practice, and how to establish a structured training system for your staff. To hear interviews with some of the top coaches in the fitness industry, subscribe to the “Strength Coach Collective” podcast, using the link below.   LinksCoach Ascension With Karl SolbergStrength Coach Collective PodcastGym Owners UnitedBook a Call  01:13 - All coaches delivering at A or A+05:02 - Good coaching helps all09:33 - Evaluating your coaches13:10 - Improving your coaches18:14 - Get results today

Good coaching is necessary but insufficient for a world-class fitness business. In this episode of “Run a Profitable Gym,” Chris Cooper breaks down why a gym owner must first focus on building a strong foundation for their business before working to improve their coaching. In the early stages, most gym owners are good coaches but weak entrepreneurs, so they must upgrade their business skills first. Once strong business systems are in place, gym owners can pivot to service delivery as the next big opportunity for growth. Chris shares six key client outcomes that define great coaching and explains why earning more certifications isn't always the best way to achieve these results. He also introduces the “Strength Coach Collective” podcast and free public group, designed to help coaches bridge the gap between advances in training science and real-world application.  Use the links below to check out the “Strength Coach Collective” YouTube channel and join the collective's free group to connect with other coaches, share insights and help your team grow. Invite your coaches to join, too!  For more support on the business side, join Gym Owners United, also linked below. LinksStrength Coach Collective PodcastStrength Coach Collective GroupGym Owners UnitedBook a Call02:18 - How important is coaching?04:17 - When to elevate coaching05:33 - Getting clients results10:39 - The gap between science and coaching12:05 - Strength Coach Collective

Raising rates at a gym can be scary, but it doesn't have to be—if you have help from a business expert. When done correctly, a rate increase can strengthen your business and allow you to provide greater value to your members. In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Chris Lomen, owner of Ripple Effect Community Fitness, who raised his rates by 15 percent and didn't lose a single member. Chris shares exactly how he planned and communicated the price change, why annual increases are a smart business move, and how he overcame his fear of upsetting clients. He and Mike also discuss common pricing mistakes, how to phase out discounts and why keeping rates too low actually hurts both gym owners and members. If you're hesitant about increasing your prices, tune in to hear this gym owner's top tips, then get a mentor's help to plan a rate increase that will improve your P&L statement so you can serve members better.  To learn more, check out our episode with Greg Strauch, a Two-Brain mentor who has helped nearly 100 gym owners implement successful rate increases, linked below.LinksGreg Strauch EpisodeGym Owners UnitedBook a Call  01:45 - Real rate increase numbers08:24 - Planning the rate increase13:38 - How members responded17:11 - Why remove discounts?19:52 - No. 1 tip for gym owners

Most gym owners don't make enough money—not because they need more clients but because their rates are too low. In this episode of “Run a Profitable Gym,” Chris Cooper explains how to set your prices the right way so your gym becomes profitable and pays you what you deserve. Too many gym owners copy their competitors' pricing or assume their clients can't afford to pay more. Chris walks you through a better approach, starting with using the Rule of 50 to determine your minimum membership price. He explains how to set a target for average revenue per member (ARM) and why constantly chasing more clients won't increase your gym's profitability if your rates are too low. Using a profit-and-loss statement (P&L), he shows you exactly how to calculate rates that cover your gym's expenses with 50 members so you can build a strong, profitable business.   To download Chris' sample P&L, join Gym Owners United. And find out what other gyms are charging in our “State of the Industry” guide, linked below. Links"State of the Industry" GuideGym Owners UnitedBook a Call  03:35 - Find your break-even point08:17 - Average revenue per member (ARM)14:12 - Do you need more clients?18:00 - Increase ARM without raising rates 20:29 - Recap: How to set rates

When a nearby gym shuts down, its members risk losing their momentum—but you can step in to offer them a welcoming community where they can continue their fitness journeys. That's just what Matt Michaud, owner of EverProven, did when two gyms in his area closed their doors. This influx of new members helped his gym earn a spot on all three of our sales leaderboards: set, show and close rates. In one month, Matt's gym closed a whopping 22 sales in 28 appointments. The key is that Matt led with a Help First mindset: He and his staff focused on helping displaced members keep their fitness on track, without being pushy or “salesy.”In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Matt, who details the exact steps he took to ensure a seamless transition, from initial communication with the previous gyms' owners to adjusting his systems to handle rapid growth. You never know when a gym near you might be forced to close, so tune in to ensure you're ready to help.Links“Help First” by Chris CooperGym Owners UnitedBook a Call  01:08 - Helping displaced gym members08:12 - Mechanics of outreach14:15 - Prescriptive Model with groups20:46 - Avoiding staff overwhelm23:51 - Long-term lead nurture

In this episode of “Run a Profitable Gym,” Chris Cooper reveals the monthly leaderboards for set, show and close rates in top gyms around the world. These gyms aren't just getting a ton of leads—they're following through by booking appointments, getting people to show up and closing sales. Chris shares the exact strategies these top performers are using, from lead-nurture systems to high-converting sales processes.He also highlights four owners whose gyms landed on all three leaderboards. You'll hear from one of them, Matt Michaud, in our next episode, airing Feb. 27.Tune in to learn how some of the best gyms in the industry are dominating sales and marketing, then take action to improve your sales funnel. LinksGym Owners UnitedBook a Call  00:51 - Key marketing metrics 03:44 - Leaderboard breakdown 07:36 - Gyms on all three leaderboards11:37 - Tips from the leaders18:54 - Where to learn more

If your leads are “bad” but you aren't publishing solid organic content regularly, you're missing a key part of your marketing plan.Why should complete strangers give you the time of day? They don't know you, like you or trust you. The solution: Use organic content to build trust before your conversation starts. Leads who have already seen your face, your business and your happy clients will be much more inclined to respond when you reach out and offer help. And when they need help, they'll come to you first.In this episode of "Run a Profitable Gym," gym owner and marketing expert Kieran O'Dwyer joins host Mike Warkentin to present a simple but incredibly effective four-post content cycle fitness entrepreneurs can use over and over to warm leads fast. If you follow Kieran's detailed instructions, you'll build trust, earn better leads and dramatically improve conversion rates in the sales office.Links"The Golden Hour" by Chris CooperGym Owners UnitedBook a Call  0:43 - Are there bad leads?5:32 - Great organic marketing7:54 - Social-media content plan19:29 - Content production and AI24:08 - Next-level content

Want to get 30 new leads for your gym in 30 days without spending a dime on ads?Today on “Run a Profitable Gym,” Chris Cooper walks you through 10 proven no-ad tactics for generating more leads—including selling by chat, making "5130 posts," actively generating client referrals and creating lead magnets.Chris breaks down each tactic step by step, showing you how to use them to start more conversations, generate interest and bring in clients organically.You might decide to try all 10 or go all-in on just one. The key is to take action, track your results and repeat what works.  If you're a gym owner who's tired of chasing after leads and coming up empty, tune in now and grab your free guide in Gym Owners United, using the link below.  LinksGym Owners UnitedBook a Call  01:13 - Sell by chat & 513004:08 - Generate referrals 09:38 - Old leads & former members12:44 - Happy clients & lead magnets15:33 - Host a seminar or event

Growing a gym from $800 to $25,000 per month doesn't happen by accident. Gym owner Ian Smith achieved this revenue increase by working with a Two-Brain mentor to refine key entrepreneurial skills.In this episode of “Run a Profitable Gym,” Ian breaks down the five skills that fueled his gym's growth: objective reflection, focus, tact, forward thinking and an abundance mindset.Objective reflection has allowed him to make data-driven decisions instead of emotional ones, and focus has helped him eliminate distractions and dial in on the work that moves his business forward. Practicing tact has empowered him to better handle tough conversations, and he's used forward thinking to plan for long-term growth. Finally, by adopting an abundance mindset, he's become more confident in his gym's ability to provide value to clients—and ensure they see that value.Tune in to learn how to apply these skills and grow your gym.Links“The Golden Hour”Gym Owners UnitedBook a Call  02:25 - Objective reflection05:05 - Improving focus09:10 - Tact and de-escalation13:02 - Forward thinking17:34 - Abundance mindset

Here's a hard truth: You might be the main reason your gym isn't more successful. Today on “Run a Profitable Gym,” Chris Cooper shares five essential entrepreneurial skills that will help gym owners break through self-imposed limits:- Focus- Objective reflection- Tactful action - Forward thinking - Cultivating an abundance mindsetHe also explains why knowledge alone isn't enough and provides practical tips for honing these skills and applying them to your business. You'll learn how to better handle tough conversations, make proactive decisions and develop a mindset that fosters long-term success. Tune in to learn how to master these skills and remove the ceiling on your gym's growth.LinksGym Owners UnitedBook a Call  03:23 - Focus and do the work6:52 - Objective reflection10:05 - Tact and de-escalation14:12 - Forward thinking and problem solving16:18 - An abundance mindset

As a gym owner, you understand the value of coaching. In fitness and business, the right coach will accelerate your success. In this episode of “Run a Profitable Gym,” Chris Cooper leads you through a simple exercise for finding the best business mentor for you. You'll be prompted to reflect on wins throughout your life and identify coaching styles that helped you achieve them.  Chris also explains some of the most common mistakes gym owners make when choosing a business coach and shares tips for ensuring you find someone who can actually deliver the results you need. By the end of the episode, you'll know what to look for in your ideal mentor. Use the link below to download your Mentor Match Worksheet. LinksMentor Match Worksheet Gym Owners UnitedBook a Call 02:33 - Reflect on your wins04:27 - Who were your coaches?06:32 - Identify leadership styles07:56 - Look for common themes11:14 - Find the right mentor

Today on “Run a Profitable Gym,” Two-Brain Business founder Chris Cooper breaks down the four types of business mentorship available to gym owners and explains why one-on-one mentorship delivers the best results. He also dives into the pros and cons of masterminds, group coaching and roundtables, revealing what works—and what doesn't—for gym owners at different stages of growth.Two-Brain Business delivers one-on-one mentorship: Your mentor will help you set goals and develop a plan to accomplish them, and you'll receive all the accountability and assistance you need to take action. A mentor will help you score quick wins, learn to focus, grow your gym and improve your lifestyle.When Two-Brain mentees reach $100,000 in annual earnings, they gain access to a mastermind group full of high-level mentors and elite gym owners who provide peer support, networking, brainstorming and experienced-based advice. This group meets four times a year in person, and outside subject-matter experts are brought in to provide coaching on specific aspects of entrepreneurialism.Tune in if you're ready to make faster progress, avoid costly mistakes and use your gym to build the life you've always wanted! LinksGym Owners UnitedBook a Call  00:43 - Mentorship and coaching04:51 - 1-on-1 mentorship at Two-Brain7:40 - Masterminds: pros and cons12:13 - Group coaching: pros and cons16:26 - Roundtables: pros and cons20:17 - Choosing the right model