Did you notice all the fine upholstery in the pic above?
That’s what I saw from the stage at the 2016 Two-Brain Summit.
Back then, we had more empty seats than people.
Here’s another look:
The empty seats didn’t matter to me at the time. I was totally focused on the special people who were in attendance.
There’s an old story in the music biz about a certain record released in the late ‘60s. As the story goes, only 50 people bought it—but every one of them started a band. The album was that influential. And the bands its buyers started changed music forever.
The early summits felt like that.
We were doing something important with a small group of special people who wanted to improve the fitness industry. We had bright-eyed, eager gym owners who weren’t content to try to build their businesses by “being great coaches.”
They wanted more—models, spreadsheets, data and proof. They wanted a plan. We created one—nothing existed in the industry before—and constantly improved it.
And each year more people wanted to come to our annual summit and find out how to run a world-class gym.
Here’s what it looks like when they show up these days:
In 2016, I was surrounded by empty seats.
In 2025, the Crowne Plaza in Chicago is out of rooms, and I literally told my staff to figure out how to get more people in the building next year.
Yes, we’re literally at the point where we have to look at the fire code to see exactly how many gym owners we can put in a ballroom.
That’s amazing because I know everyone who attends is going to get huge ROI on the trip. We have the codes for success in the gym business. They aren’t “cheat codes” because you still have to do the work. But the codes unlock all the doors on every level of gym ownership.
I believe you can come to our summit and double your revenue in the next 12 months.
I don’t say that casually. I say it because I heaped pressure on our speakers and told them, “You can’t go onstage if you can’t help gym owners get massive ROI.”
I’ve seen their rehearsals; they’re going to deliver on that on the owners and coaches sides of the room. It’s going to be amazing.
The good news for you: We shoved a few more things around in the conference center, and we have a handful of seats remaining.
If you’re reading this and have nothing on the calendar for the weekend, here’s my personal invite:
Come to Chicago. Make connections. Learn how to earn more. Take action. Generate monster ROI. Stabilize your gym. Build momentum. Then reach for the stars.
The very last tickets are available here.
I’ll circle back to that 2016 summit. Check out the slide behind me: long-term planning. That wasn’t really a thing in 2016. It was more “try to sell enough group classes to pay next month’s rent.”
Guess what? The people in the room actually created long-term plans. Some of them are still clients, and I can see their metrics. They are absolutely crushing the gym business after nine years of mentorship.
I bet their ROI on that early summit is 100X.
And they did improve the fitness industry for everyone—other gym owners, coaches and clients.
So where will your gym be in a year if you join me in Chicago this weekend?
And in 10 years?
I can’t wait to find out.
Here’s your last call: Two-Brain Summit 2025.
