Jeff Burlingame

Jeff Burlingame has done it all. 

First, he became a coach. Then a trainer. Then he became a salesman—the top salesman out of more than 30 gyms in his first post-college job at a sports club.

By his mid-20s, Jeff was managing seven multi-million-dollar facilities and overseeing a staff of seven fitness managers, four assistant managers and more than 160 personal trainers—all while producing US$1 million in personal-training revenue every month. 

Though the experience was invaluable—he learned the ins and outs of operations, management and human resources—Jeff and his wife relocated to their home state of Michigan after the birth of their first daughter. There, he developed personal-training systems for a chain of local gyms, managing 10 personal-training departments, 10 managers and 50 personal trainers. 

In 2014, Jeff added “gym owner” to his resume, opening Friction CrossFit while maintaining his full-time job. After 15 months of minimal success, he realized he needed to be all in. He left his day job and committed to making his business profitable.

After seeking mentorship and joining Two-Brain Business, Jeff dropped discounts, raised rates, hired a coach and added multiple revenue streams. As a result, Friction saw a 250 percent increase in revenue year over year.

Once the business was stable, Jeff sold Friction CrossFit. Now, in addition to business mentoring, Jeff specializes in sales, and he spends the rest of his time with his wife and two daughters. He holds a bachelor of science in kinesiology and exercise science from Michigan State University.


“Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful.” - Albert Schweitzer

the definition of insanity is

Trying the Same Thing Over and Over Again
And Expecting Different Results

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