Josh Martin

Josh Martin is a dreamer. But he doesn’t just dream; he takes action.


By age 22, he’d achieved what for many trainers would be a dream job: assistant strength-and-conditioning coordinator for the New York Yankees. Soon after, he was offered a promotion to minor league strength-and-conditioning coordinator.

But working with pro athletes wasn’t Josh’s passion, and he turned the job down for an entry-level corporate position. Again he excelled, quickly rising to operations manager—and again he was unsatisfied. It wasn’t until he discovered CrossFit in 2007 that he figured out what he really wanted to do: open a gym and help people improve their lives.

He did the research, crunched the numbers and wrote a business plan. In 2011, he opened CrossFit For Glory and “literally sat in my front office chair the next Monday morning waiting for people to show up for my first 7-a.m. class,” he said. “What a fool I was. All the coaching, all the operations managing, all the research didn’t prepare me for how to actually open, market and run my gym.”

Though the gym succeeded and even outgrew its location in its first years, Josh wanted more.

“I knew that I was only setting myself up for continuing to work in the business rather than on it—actually growing it into the vision I’d had since we first opened,” he said.

So he turned to Chris Cooper, whose work Josh had followed since the days of dontbuyads.com, Chris’ pre-Two-Brain blog. 

“We began to create a plan that very day, and I’ve never looked back,” Josh said.

With the help of Two-Brain Business, Josh implemented systems and processes to promote long-term profitability. Mentorship also helped him learn to filter the noise and take action on the most important things.

Today, CrossFit For Glory is the second-longest-standing small business in Lithia, Florida. In 2019, he paid more dollars to his coaching staff than he did from 2011-2018 combined.

Now a Two-Brain Business mentor in his own right, Josh says his goal is “to pay forward what I have learned over all these years, from education to coaching to business—the successes and failures. I hope that my experience and help can instill confidence in others that their dreams are attainable.”

And he’s still a dreamer.

“Mentoring is about one thing: believing in others’ dreams for themselves and helping them create a path toward achieving them,” he said.

Josh holds a bachelor of science in applied physiology and kinesiology from the University of Florida.


“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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