The Two-Brain Wealth Map

The Two-Brain Wealth Map

In this series, I’ve been telling you how to solve any problem by breaking it down. Fitness coaches are good at this process, but business owners sometimes forget how to do it. And the overwhelming number of business books, ideas, podcasts and videos makes the path to wealth unclear.

But if you’re a fitness coach, you’re good at filtering out pseudoscience and crazy workout ideas to give your clients a clear path. I’m a business mentor, and I’m good at filtering out bad ideas and overwhelm to give my clients a clear path.

It’s taken us years and tens of thousands of one-on-one phone calls with entrepreneurs to do it, but we’ve mapped the path to wealth. Real wealth.

I wrote about the process of mapping the path here:

Mapping the Path to Wealth


First, we defined Point B: Wealth.

I wrote “What Is Wealth?” to give us clarity.

What Is Wealth?


Second, we assessed thousands of gym owners to determine Point A.

From 2012 to 2019, I personally took over 1,000 free calls and 3,000 paid calls with gym owners. As our team expanded, we took more: We now book over 275 calls per week with gym owners. And we do them all one-on-one with a mentor for an hour at a time.

Then we worked backward to map the path. As I showed you in this video, we asked, “What’s the halfway point to wealth?”

The halfway point to Wealth is Functional Retirement. Basically, it’s the point where your business pays for your lifestyle but doesn’t require you to be there. You have security with your money and freedom with your time.

Functional Retirement


Then we chopped up the journey even further. We asked, “What’s halfway to halfway?” and “What’s halfway between Functional Retirement and Legacy, fixing-the-world status?”

Well, halfway between Startup and Functional Retirement is the Breakeven Point, where your business pays for itself (but doesn’t really pay you yet).

And halfway between Functional Retirement and Legacy is Financial Independence, where your wealth grows on its own. Your money has babies. You get paid in your sleep.

The spaces between each of those achievements (Breakeven, Functional Retirement, Financial Independence and Legacy) are the phases of the Entrepreneurial Journey.

I named those four phases Founder Phase, Farmer Phase, Tinker Phase and Thief Phase.

Founder Phase: from 0 to Breakeven

Farmer Phase: from Breakeven to Functional Retirement

Tinker Phase: from Functional Retirement to Financial Independence

Thief Phase: from Financial Independence to Legacy.

(That last one means that your wealth creates opportunities for others after you’re gone.)

So the map looks like this:


Next, we have to break down all the steps necessary to get from one phase to another.

I wrote “Founder, Farmer, Tinker, Thief” to share those steps with everyone.

In our mentorship practice, we break those steps down into their smallest irreducible parts. That’s my superpower. There are actually 10 steps from the start of Founder Phase to the end of Farmer Phase—multiplied by 42 categories. Seriously—there are 420 things you have to do to achieve Functional Retirement. So now the map looks like this:



Then we built our service to move entrepreneurs from Startup to Wealth as expediently as possible.

Our Incubator program is a 12-week sprint from your starting point. We move fast. And then the Growth Stage program takes over to maintain momentum, continue development, reward victories and keep your eyes on the prize.

Our mentors help entrepreneurs move from one step to the next, with personal guidance and access to MasterClasses. Sometimes mentors can help gym owners skip a step or two. Sometimes we have to spend a few months on a single step. And the net result is that gym owners can often become wealthy in three years (it took me 12!).

You haven’t heard about a map to wealth anywhere else. There isn’t one.

No one else has done it.


Other Articles in This Series

How to Achieve Any Goal
How to Solve Any Problem in Fitness
How to Solve Any Problem in Business

Two-Brain Radio:Buying a Dying Gym With Bo Buser

Two-Brain Radio:Buying a Dying Gym With Bo Buser

Greg: 00:02 – Hey everyone. It’s Greg Strauch of Two-Brain Media. On this week’s episode, we talk to Bo Buser. Now, Bo didn’t start off the typical route of going through a gym, becoming a member, and then opening his own gym at one point and feeling like you could do better. But Bo bought into a business and bought the business and took over. But he has a story that may not be so typical when buying a business and realizing that it was marketed to him in a much better light than what was really going on under the hood. So we jump into buying into a business like this that is dying and the steps he took to get out of it and get the business into the right place so that it can move forward and do better and still remain OK.

Greg: 00:48 – Subscribe to Two-Brain Radio to hear the very best ideas, tips, and topics to move you and your business closer to wealth. Two-Brain Radio is brought to you by Two-Brain Business. We make gyms profitable. We’re going to bring you the very best tips, tactics interviews in the business world each week. To find out how we can help you create your Perfect Day, book a free call with a mentor at

Greg: 01:10 – We’d like to thank one of our amazing partners, Driven Nutrition. Have you ever been asked by your members or your staff what supplements to take, when to take them and where you should get them? How about the time it takes to put in the orders and making sure you have the right amount of supplements on hand? What about your profit margins on your supplements? Do you know what they are? Are they good, even? Your time is worth something, and ordering supplements isn’t worth your time. Driven Nutrition has solved this for you. They allow you to step aside and use preorders to send to your members for all supplement orders. That way you don’t have to have extra inventory on hand and it allows your members to order the supplements when needed. They’ve created an amazing on-boarding process for new businesses to allow for quick and easy understanding of what they have to offer and true profit margins that most other supplement companies promise but never deliver. This is why I personally use Driven Nutrition within my gym. Go to to become a Driven affiliate today.

Greg: 02:12 – All right. I’m another episode of Two-Brain Radio with Bo Buser. How are you sir.

Bo: 02:18 – I’m doing very well today. How about you?

Greg: 02:20 – I’m doing well. So you have an interesting story, but it’s really the story of a lot of gym owners that I’ve talked to that decide, hey, I want to buy into a gym. I’m thinking of buying into this gym or buying, taking it over. And things don’t always go as planned. So before we do that, let’s kind of talk about your background. What kind of started you into the fitness realm, and then eventually leading up to you wanting to buy a business?

Bo: 02:51 – Yeah. So I’d say like a lot of people, I’ve always had some sort of fitness in my background as something that I loved. I played soccer all the way through college, and then needed a new outlet once I was done playing competitive soccer and tried a handful of things. And the one that stuck best was CrossFit just cause it still had that competitive aspect to it. And so I dabbled with CrossFit just casually a little bit, and then after I, stopped working with my last job, I had more time and I was not traveling for work anymore and I got much more into it and realized that if I could do this professionally. I’d love to do that, be paid to do CrossFit every day. Whether that’s coaching or just working out with my own members. So it was meant to be a long-term goal to make CrossFit my job somehow. So I was going to grad school, getting my masters in business with a long-term plan of either starting or taking over a gym, figured that would take three or so years to find the right spot. And then an opportunity happened within three months of graduating. So I was kind of thrust into it, but I was really excited cause it was what I wanted to do and it was fairly good timing with school ending and just being ready to start a new chapter. And so I took the plunge.

Greg: 04:38 – So three months, I mean, you plan for three years, but three months into it, which is a much faster accelerated rate to going into either buying a business or starting a business. What was that like? I mean your mind shift had to change very quickly from, I mean, a three-year plan, 36 months, compared to three months. I mean, I could only imagine. How did you deal with that?

Bo: 05:04 – So I consulted with my best advisor, which is my dad and he was on board. He knew I could do it. And he was there to support me and help me make smart decisions as far as like financing the purchase would go. He’s got a financial background. So he was able to tell me what kind of price range I should be looking at, what makes sense. But as far as getting in the right mindset to be going from just a member and part-time coach to owner, I think I was just ready to get back into a routine and have a lot of projects to do, because grad school was not as tough as I was expecting, so I had a little more free time and I think I just needed a little bit more on my plate and I was excited. I had the energy to get back to doing something full time. And yeah, I think I was just ready to go. I don’t think there was too big of a preparation phase for me, I was just going to be looking or planning for a couple of years and the opportunity found me, so I was ready to go.

Greg: 06:36 – Excellent. So you were part time coaching and were you part time coaching at the gym that you purchased?

Bo: 06:42 – I actually was not.

Greg: 06:44 – OK. So you were coaching already at another gym, and doing that part-time coaching and taking on additional duties and stuff like that. And then how did you actually find this other gym then that was interested in possibly selling?

Bo: 07:01 – Yeah, so right when I finished grad school in December, this past December, I reached out to a handful of gyms in the area to see if they needed coaching or wanted extra coaching just with the goal of making some more connections, getting more experience and kind of learning as much about CrossFit business as I could. So I started coaching at two more gyms and within a month or so of coaching at one of the new gyms, their owner was contacted about my current gym being for sale. And they knew that my long-term goal was to do CrossFit on my own, have my own gym, and so they told me about the phone call or email, whatever they received, about the opportunity. And then I started looking into it.

Greg: 08:06 – Wow. That that usually doesn’t happen either, especially if you’re going into a gym and you’re coaching for a gym, usually, which is really great, that they were able to do that. But usually it doesn’t always go that route. It usually goes the route of they get a call and they’re not going to tell their coaches even if they know that they have long-term plans, cause they feel like, well, that will be direct competition with me. And all the other scenarios where it’s more of that fixed mindset compared to growth mindset. So it’s awesome that you had people that were willing to say, hey, here’s an opportunity. Even though you just basically started with us, here’s the opportunity to grow into what you really are passionate about. So that’s good. Now that you have this opportunity at hand, what were the steps that you guys took to actually, purchasing the business?

Bo: 08:55 – So, it started with, they kinda did a interview of me. Cause I think the previous owner who I purchased from was a long-time member and coached for a few years also. So they’re very attached to the community and wanting to make sure that the gym was going into good hands. So they actually interviewed me and I had a chance to ask them questions as well. But we got to know each other a little bit before any business-type talks happened. And then after that I spent a couple of weeks kind of undercover as a fake new member cause they weren’t advertising that they were selling the gym for private reasons. So I was a pretend new member just dropping in to classes, seeing if I liked the gym. And also doing a little bit of research on the community and just what type of feel the gym had. And then after that, there’s I guess the usual price negotiations, I guess I can’t say usual, this is my first time doing it, but what I assume would be the normal business negotiations of how much and what’s included. and that took a couple of weeks, I think, having lawyers on both sides look over the purchase agreement, and then after that signed some papers and the check and made the switch.

Greg: 10:49 – Wow. And that whole scenario took about, you said a couple weeks, so would you say like maybe six weeks from start to finish?

Bo: 10:57 – Yeah, that sounds close to right. I’m trying to think back exactly. I’d say there’s definitely two weeks where I was just pretending to be a member and then at least two weeks of getting all the legal stuff in place. And so there had to be a couple more weeks where we’re actually negotiating price and what’s included and all that kind of stuff. So I’d say at least six weeks from start to finish, maybe a couple of weeks longer.

Greg: 11:38 – OK. So, and I mean that is very quick. I mean we’ve had one of the mentors on Tammy Friedt who talked about her process and it was a much, much longer process. So it’s great that you were able to negotiate and everything and get through it so fast. Cause that is really quick, I mean, to buying any business, anybody out there listening, that is a very fast rate, which is great when you can do that. But doesn’t always happen that way. So those results aren’t always as typical as what I’ve seen. Now, did you decide, hey, I’m gonna buy this business outright and just pay cash. Did you decide to finance it and kind of have your dad help you with that? What was your decisions on actually, with the financial side of purchasing the business?

Bo: 12:26 – It was purchased all in cash. I’d done a good job saving up from previous job just cause I got to travel for work and all those expenses were paid. So I went straight up and purchased with cash. Just make it easy.

Greg: 12:46 – And now while you were a member, I mean you decided to pay with cash to buy the business, which means I’m guessing you were like, hey, everything is exactly the way I want it to be. And as a member, did you notice the gym, did it feel like it was a good atmosphere? Did everything seem like everything was firing all cylinders and everything was going great?

Bo: 13:10 – I would say yes. It seemed like a fairly put-together gym from what I saw. The atmosphere I got was that a lot of people were coming in to the gym because they like to see the people that they also knew would be there. Whereas some gyms are just a bunch of firebreathers there to work out I’d say this gym has a very good casual community, lots of different goals, but I’d say very few people on the competitive side of CrossFit. So a lot of people are there just to move each day or each day that they’re there. So everyone gets along well. There’s not a lot of, wouldn’t say any cliques that I’ve seen it at other gyms I’ve coached down or been at. As far as like the operations, I thought they were fairly smooth. Again, I’d never owned or managed a gym, so I didn’t know all the stuff that goes into running a gym, so I couldn’t say for sure that all that stuff was taken care of. But from what I’d seen coaching at other places, it looked like it was ready to go.

Greg: 14:41 – All right. So now that you’ve purchased the business, it is completely yours. Did they, I’m guessing they just did an announcement of that you were now going to be the new owner of the gym?

Bo: 14:52 – Yes. So it actually timed up with the, I can’t remember if it was in the last week of the Open or their like week after the Open closing party, but at a Friday Night Lights event, I came to be introduced as the new owner by the previous owner, which was a surprise to pretty much everybody and especially people that I had met and worked out alongside and thought I was just a new member. But yeah, it was a semi-emotional announcement from the previous owner to the Friday Night Lights, barbecue picnic group.

Greg: 15:47 – Gotcha. And overall, did it seem like people had an issue with it or do you feel like overall people were like, OK, like this is the next step?

Bo: 15:57 – So actually I guess there’s a little more background. The owner I purchased from actually purchased the gym from the original owner in early December, and then turned right around and sold to me for personal reasons in March. So I think it was a big shock to the members that it was changing hands again. But not in the sense that they thought the gym was going to go in a big different direction, they understood her reasons to need to get out of it just cause it was kind of a surprise of a situation for her. Yeah, the members handled it pretty well. It’s a good community. Everybody gets along and I’m sure it took a little bit for them to warm up to me and trust me. But no backlash at the very beginning.

Greg: 17:10 – All right. And that’s always good to hear that, I mean, especially if somebody bought it in December and then was willing to sell it, I mean four months in, but, knowing that, did you have any kind of reservations on whether or not the business was doing well or is it just because of the situation with that previous owner knowing that she had some unexpected things that happened personally in her life that caused her to want to sell?

Bo: 17:34 – So I’d say I’m a pretty trusting person, so I kind of thought or believed fully everything that she was telling me. So I didn’t see it as a red flag that it was up for sale so soon. Maybe I should have in hindsight. But it just seemed like life happens and it was an opportunity for me, so I didn’t make too much of that.

Greg: 18:09 – OK. And now, now leading up to that, you were able to buy this business, take it over, open up the book, see what was going on. And what was really going on within the business?

Bo: 18:26 – So I’d say they did a good job of marketing the business to me for the sale. I’m not sure if they intended to or meant to, but the numbers look better on papers that I was looking at than I think what I was actually going to end up working with just due to some, just the use of the front-end revenue to make monthly revenue look like it was a little better than it might’ve been as far as like some yearly memberships were built into the monthly revenues, which made it look like the recurring revenues would have been a little bit better. So I had more work to do than I thought. I think the numbers, once I took over and was doing it all myself, worried me a lot more than I thought they were going to when I was in the process of figuring out if I wanted to buy the business. So right off the bat I’d say I was fairly stressed out. Wasn’t too worried about too much of the day-to-day operations just cause I’m sure I’d helped with most of those types of things at all the gyms I’ve coached at. But I was very, very concerned with making the numbers work, which I don’t think they were exactly when I took over.

Greg: 20:20 – Wow. That is never a good thing to see, make it feel like they marketed the business for you or making it sound better than it was. So, we’re going to get back with Bo right after this.

Chris: 20:39 – Hey guys, it’s Chris Cooper. If you’ve ever run out of money, you know that it affects every single corner of your life, all of your relationships, your business, even your self-worth. And so when I found a mentor in 2009, I said, I want to share this gift with everyone. Since then, I’ve been building and refining and improving a mentorship practice that we now call Two-Brain Business. We break our mentorship into several stages. The first stage is the Incubator, which is a 12-week sprint to get your foundation built, to get you started on retention and employee programs and finding the best staff, putting them in the best roles, training them up to be successful, and then recruiting more clients. It’s an amazing program. It is the culmination of over a decade of work. It’s also the sum of best practices from over 800 gyms around the world. These aren’t just my ideas anymore. What we do is track with data what’s working for whom and when, and we test new ideas against that data to say, is this actually better? Then when ideas have proven themselves conclusively, then we put it in our Incubator or Growth or Tinker programs. I just wrote “Founder, Farmer, Tinker, Thief” to define who should be doing what in what stage of entrepreneurship. But no matter where you are, the Incubator is your first 12-week sprint to get as far as possible in your business. We’re a mentorship practice for one reason: Mentorship is what works. We work with gym owners for one reason: Because you have the potential to change the world with us, and I hope you do.

Greg: 22:09 – All right, we’re back. Bo, so you’ve set the scene, things are not as well as they were marketed and shown to you. And you had to do something quickly, and make changes to get the business in the right direction. So, going about those changes, what did you do to actually create change? And I think this is the biggest thing for any gym owner out there that has done the same thing where they bought into a gym or bought a gym, took it over and then realize that, hey, I’ve been bamboozled. I’ve been told that, hey, everything’s going great. And then I realized that it’s really not. So what were the big changes that you made in the beginning to kind of put you at a point where things were at least looking better? Just a little bit.

Bo: 23:01 – Yeah. So it took me one month before I made my biggest, biggest change, like I said, that time, and that was to get a hold on the payroll expenses. So Centennial CrossFit, at the time when I took over, had nine coaches, which is a lot, especially considering, the size of the gym. It’s not an enormous community, mega gym or anything like that, but there’s nine coaches on the schedule. And all being paid for all the classes they were coaching, all receiving a free membership, all having a free membership for their boo, their significant other. And so the payroll was, I knew when I took over and I’d seen all the numbers that, I could get that down fairly quickly just by coaching more classes. But still it was, in my opinion, out of control.

Bo: 24:12 – So at the first coaches meeting, I informed them that they would be coaching their first four classes a month to earn their membership for themselves and their spouses, and that immediately almost cut payroll in half as well. Since so many coaches and then so many coaches contributing a few membership classes. So that helped a lot. I still needed to get a few more coaches, I guess I needed to get more hours for me to coach. And so I had to adjust people off the schedule, and I knew some people wouldn’t like it. Some people would understand. And the people that understand and want the best for the community is the ones I wanted to keep around, and only had one coach push back and who was hard to deal with.

Bo: 25:25 – But I was lucky enough that they were caught doing personal-training sessions without anybody knowing. So I was able to let them go pretty easily without any reservations. So that was a big change. Number one was adjusting how the coaches were paid and then, cutting some of their hours by coaching more or in one case, letting one go. And so I was a little worried to do that just cause I was not only the new owner but a new face in the gym. But all but the one who was let go are still around and they’re still working well with me.

Greg: 26:11 – Wow. So you had to turn around and tell all the coaches, not only is your spouse no longer going to get a free membership, but you also had to turn around and say, OK, you’re going to have to coach your first four classes free, basically to pay for your membership, then pay your for your spouse’s membership on top of that. And then also finding this one coach that decided to go against what the business was doing and kind of do personal training on the side and you were able to let them go, that helped with payroll, cutting that down.

Bo: 26:48 – Yeah. Yeah. So they, I think at that coaches meeting were, somewhat, I don’t know if shocked is the right word, but surprised. But I was very transparent with the idea that this was for financial reasons for the gym, not to finance myself a yacht. And so they understood for the most part, a lot of them told me that, yeah, it makes sense that we should have to have to earn a membership and not be theoretically earning a $160 bonus for the membership just for coaching a few times a week. So a lot of them understood, a lot of them were hesitant, but in the end, it made sense to them. And I’m glad I told them face to face and was honest with them.

Greg: 27:55 – So being honest with them, I mean, I think that’s a huge turning point for a lot of gym owners, too. They don’t want to tell them, hey, the gym’s not doing well, the gym’s not going in the right direction. And it’s not going to be here long term if we keep going the way we’re doing it because they’re afraid that that’s going to cause their staff to leave. But you were willing to open up and tell them this stuff, which caused them to have what kind of reaction with you, then?

Bo: 28:24 – I’d say they all, including some members who’ve witnessed some changes, for the most part have been very supportive of the idea of keeping the gym open rather than saving some money for themselves, a lot of them. So the gym has been around for over 10 years now. I was actually invited to the 10-year affiliate owner meeting or summit, wherever that was, even though I’ve only owned the gym for a couple months. So it’s been around a while and there’s a lot of people who have not only invested a lot of money over the years, but a lot of time forming a lot of relationships throughout the years. So they want the gym to stay around. And I think they’re for the most part, all willing to sacrifice a little bit in some way to keep it around so they can keep coming and keep hanging out and working out with the people that they’ve grown to be good friends with.

Greg: 29:43 – And that’s awesome to hear. So they kind of all joined hands and said hey, yeah, this makes sense. We need to do this. And, so what were the next changes that you made to get the ship heading in the right direction?

Bo: 29:58 – Yeah, so, when I took over there were a couple of classes running at the same time and I don’t think were even close to having the amount of members that it would ever make sense to have concurrent classes. So those aren’t happening anymore. And then also one of the bigger changes was so we have a CrossFit class and then we have a Burn class that when I took over was an intro-type class. It was kind of a pseudo-on-ramp class where you don’t need any experience at all to come in and do the Burn class. From what I remember, it was maybe 10 or so, 20 minutes of instruction, maybe learning a new movement that you could take into the CrossFit class. And then a very not-intense workout at the end, maybe 10 or 15 minutes.

Bo: 31:08 – So it was not seen as an option for long-time athletes because they wouldn’t get a good workout out of it. And there’s also not a structure to like how many Burn classes you need to do before you were ready to jump into a CrossFit class. How long or which movements you had to learn before you jumped into the CrossFit class from Burn. So it was just not really a good prep course for doing normal CrossFit classes. So I’ve changed that. We still have a Burn class, it’s more of a HIIT sweat class, not a lot of heavy weights, but longer cardio-type workouts. Good if you’re feeling sore or you don’t want to lift anything heavy that day. CrossFit classes are the same, but now we also have an on-ramp program, which has been great doing the one-on-one sessions just cause it’s been good to meet the new members one-on-one and form a relationship.

Bo: 32:17 – And I think that keeps them around longer and at least gives them a little bit of comfort to reach out to me if they have any questions or concerns since they’ve actually met me and worked with me. So it’s been good for that. It’s also of course been good to have front-end revenue from on-ramp courses. I think people are much better prepared for whether they jump into Burn or CrossFit classes. So that’s been a good switch. It’s helped the coaches not have to do so much one-on-one time when they should be, when they’re technically in a group class. So on-ramp’s been a blessing I think in a lot of ways, both for the members, coaches and then also the books, I guess you can say.

Greg: 33:18 – So making the shifts with the staff first with payroll, turning around and creating more of a on-ramp or foundations or whatever people want to call it, that intro classes that are one-on-one, has definitely helped. Now, is there anything else that you did that you feel like were huge changes to the sale to move the business ship in the right direction?

Bo: 33:44 – Yes. There sure is. I think like a lot of members who I’ve seen in the Facebook group have to go through some price raises or changes. And I definitely had to do that as well. And I knew that I was going to have to do that when I took over, cause I had seen the monthly membership payments and rates and all that good stuff, and I knew at some point that I’d have to address it. Of course I was not excited to. But yeah, so we had, I think our unlimited rate going into September, we had seven different rates for an unlimited membership. And some people were paying half, or sorry, less than half of what other people were paying for the same membership, which is crazy, in my opinion, and I hope most people would agree with that.

Bo: 34:55 – Yeah, so I had a lot of people with rates that needed to change. And I devised a plan with my mentor Kaleda to make that happen. And what it looked like was first getting everything in the back end of Wodify set up to handle all the rate changes when they would come around. Two would be, step two would be letting the coaches know that it was about to happen when it was about to happen. And then three was meeting with all of the members who had a substantial rate change, which there was a lot. There was about 20, 25 people that had rates that were going to change. Maybe more than that, maybe around 30 and 20 of them needed a face-to-face conversation just cause they were enjoying the rate from 2010 or something that had to go up a lot.

Bo: 36:10 – So then I met with all of them in person one week. I came to every class, even if I wasn’t coaching, just to try to catch everybody, told them what was happening. And that I wanted to tell them in person just cause I value their time at the gym. And I like having them as a member, but that I wanted to be equitable and fair to everyone and that meant everyone paying the same rate. And I gave them a hard copy of the letter that would go out that following week to the rest of the members saying that these are the current rates, everyone’s going to be brought to them gradually over the next four months. Do you have any questions? Let me know. And then a couple of days later sent the letter to the people who had smaller changes to let them know that it was happening.

Bo: 37:05 – Most of them were just a few dollars, I think 10 at most for the people who received the letter. But there was a lot of people who had almost 50% increases, which was scary to approach some of them just cause a handful were seed clients, but it went much better, I would say from what I’ve read in all the Two-Brain group as well as the CrossFit Affiliate owners Facebook group, I think I may have had the best rate increase of any CrossFit gym that’s ever existed as far as retention went. So yeah, it was scary, but it went very well.

Greg: 37:54 – All right. So I mean, changes to payroll and your staff, changes to your on-boarding processes and then changes to your current members. It seems like those three steps now have kind of corrected the ship. Where are you now with the business? Do you feel like, hey, it’s in a good place? And we’re not having to worry about, hey, are we going to make rent every single month? Where are you guys at now with the business?

Bo: 38:22 – So we’re doing much, much better. I wouldn’t say we’re bringing in any sort of stacks to be blown on all kinds of fancy stuff, but the gym is doing much better as far as what’s coming in, what’s going out. Another big expense that was unnecessary was the rent, the space we’re at is very large for our average class size. And luckily the lease is coming up soon. We’ll be relocating to a space that one is better on the budget and two is much more efficient as far as the amount of people we have in the building at one time. So that’s good to have. I think right now at the current space, still struggling a little bit, but not nearly as much. I’m not nearly as freaking out as I was when I first took over or maybe two weeks after I took over when I saw what was actually happening.

Bo: 39:27 – So we’re going in the right direction for sure. Revenue’s going up. Expenses are much more under control. And then when we move we’ll be in a great spot. So I think a lot of the changes have been great to get things moving in the right direction. The lease, of course, is not something I could go in and change overnight. But it’s good that it’s coming up. So right now we’re doing OK, when we move we’ll be doing much better, much, much better and in a much better spot for our gym.

Greg: 40:12 – Excellent to hear. Well, anyone out there that’s listening, definitely make sure that you guys are taking note here of, I mean, if you’re going to do this, it’s definitely a step-by-step process and definitely something that a Two-Brain mentor can definitely help you with. But make sure that you guys aren’t doing this on your own because this is something that is not always done—unless you’ve done it before, it is not an easy process to not only implement, but really for you to mentally navigate through. So Bo, I commend you on being able to make all these changes and basically save a dying gym. I mean, that’s what you did. You turned around and saved it and you’re moving it even further in the right direction than it already has been. So I commend you on being able to take those actions cause I know they’re not easy, especially even owning a gym, doing rate increases or, I mean, even the small things or the big things like the rate increases, it’s never easy to make those changes. So great work on that, man. If somebody decided, hey, you know what, I want to know about Bo’s experience with going through this process, what’s the best way for someone to reach out to you if they just want to talk about your ability to do this and kind of how you started within Two-Brain or where to go and kind of get some feedback from you?

Bo: 41:30 – Yeah, so probably the best way is email, my email is And I’m pretty good at checking that. I’m happy to chat with anybody who’s got any questions about big changes, turning things around. I’ve enjoyed it. It’s been hard work and stressful, but I’m excited to see where things are going now. I’d say the biggest piece of advice that I could tell people would be is just be invested as much as you can. I’ve gotten some of the—seems like a very mild compliment or comment from members is that they’ve said they’re just happy to see me in the gym. And so they can tell that I’m working on the gym and I want the gym to be better. And if members don’t get that feeling that you want the gym to be better than, I think it’d be hard to keep them around or keep them on your side. So I’d just say work hard and people notice, and have someone help you make the right decisions.

Greg: 42:41 – Awesome. I couldn’t say it any better myself. Bo, thank you so much for your time and being able to share your story with us.

Bo: 42:49 – Yes, sir. I enjoyed it. Thank you.

Greg: 42:53 – Thank you for listening to Two-Brain Radio. Make sure to subscribe to receive the most up-to-date episodes wherever you get your podcasts from. To find out how we can help create your Perfect Day, book a free call with a mentor at


Greg Strauch will be here every Thursday with the Two-Brain Radio Podcast.

Two-Brain Marketing episodes come out Mondays, and host Mateo Lopez focuses on sales and digital marketing. 

On Wednesdays, Sean Woodland tells the best stories in the CrossFit community on Two-Brain Radio With Sean Woodland.

Thanks for Listening!

To share your thoughts:

To help out the show:

  • Leave an honest review on iTunes. Your ratings and reviews really help and I read each one.
  • Subscribe on iTunes.
How to Solve any Problem in Business

How to Solve any Problem in Business

In this series, I’ve been writing about something fitness trainers know but business owners forget: how to solve problems.

Here’s the background video.

Good business mentors know how to help entrepreneurs reach their goals.

They start with the goal. Let’s call that “Point B.”

Then they measure the starting point. Let’s call that “Point A.”

Slowly, they map the path backward from Point B to Point A.

After they’ve mapped the process, the mentor prescribes the fastest path to the founder. Like this:

“Well, Alice, here are the steps you’ll need to take to reach your goal. To get there quickly, you’ll need to do a bit of math and then educate your staff on the change. I’ll give you until Friday to finish that work. Here’s a template to use. Next week, we’ll roll this change out to your clients. How does that sound?”

Then they overcome barriers, such as misunderstandings and fear. Like this:

“No problem. If you can’t figure out the math, we’ll work through it together. And here are some more resources to help you understand why we do it this way.”

Or like this:

“I faced the same scary problem in my gym. Here’s what happened. Now, let’s break the process into tiny steps to make it less terrifying.”

Then mentors motivate gym owners by reminding them of their Bright Spots, showing them their improved revenue and lifestyle, and calling them out when they don’t do the real work.

Then they track progress and adjust the plan—because no plan survives first contact with the enemy. And the enemy (your previous mistakes, your mindset and your staff’s biases) are pretty strong. So Two-Brain gym owners meet with a mentor every week or month to adjust their plans.

If this sounds like what I described yesterday, you’re right. Being a business mentor is a lot like being a fitness coach.

We track gym owners’ progress—from Founder to Farmer to Tinker to Thief—on the Two-Brain Scorecard.



But no one loses sight of the goal. The mentor can’t afford to because the gym owner never stops thinking about it. Gym owners don’t raise rates or learn Facebook marketing for the sake of paying the landlord or Zuckerberg; they do it because they want to achieve their real goal. And they’re willing to trade short-term pain to get there—if they trust their mentors.

In the fitness world, methods are simple. We know how to help people lose weight. The hard part is mapping the path and keeping people on it long enough to win.

But in the business world, methods are tougher. Ideas are everywhere, but proof is scarce. We’re the only ones in the fitness business with comprehensive data (because it costs millions to collect).

Mapping the path to wealth was tough. But we’ve done it.

Click here to see the map.


Other Articles in This Series

How to Achieve Any Goal
How to Solve Any Problem in Fitness
The Two-Brain Wealth Map

Two-Brain Radio: Life During and After Competition With Lindsey Valenzuela

Two-Brain Radio: Life During and After Competition With Lindsey Valenzuela

Sean: 00:05 – Hi everybody. Welcome to another edition of Two-Brain Radio with Sean Woodland. On this episode I talk with four-time CrossFit Games athlete Lindsey Valenzuela. But first, if you’re enjoying this show, I would really encourage you to subscribe to Two-Brain Radio because every week we bring you the best from the fitness and the business worlds. On Mondays, Mateo Lopez fires up the marketing machine and explains how real entrepreneurs are generating huge ROI on ads. And then on Wednesdays, of course, I bring you great stories from the most interesting people in the fitness world, and on Thursdays, Greg Strauch and Chris Cooper bring you the best of business, a host of experts who can help you level up as an entrepreneur. So if you haven’t, please subscribe to Two-Brain Radio so you don’t miss a show, and we would love to hear what you think in a review. Lindsey Valenzuela finished second overall at the CrossFit Games in 2013 and is a member of that group of athletes who trained in Southern California about 10 years ago, known as the Valley girls. She also owns CrossFit Autumo in Moorpark, California. While she was competing, she was one of the most powerful athletes in the women’s field. We talk about some of the highlights from her career at CrossFit Games, how becoming a mother affected her life in and out of the gym and what it’s like to have a husband who’s a law enforcement officer. Thanks for listening.

Sean: 01:24 – Lindsey Valenzuela, thank you so much for taking the time to do this. I really appreciate it. How are you doing?

Lindsey: 01:30 – I’m doing well. No problem. How are you doing?

Sean: 01:32 – I’m doing great. Let’s start where you found CrossFit. How did you get involved in this?

Lindsey: 01:40 – Yeah, so, I started CrossFit in, I would say 2009. I was just coming off my volleyball season at my university and I was Olympic lifting with my then-coach and I saw people doing CrossFit, asked if I could do it, he said no. And I said, OK, well I’m starting it. So my first workout was Filthy 50. Terrible workout to do for your first, I don’t recommend that at all. And then I was kinda sold from just the competitive and camaraderie side of it, I was sold from that point on.

Sean: 02:17 – You mentioned that you loved the competitive aspect of it, but what was it that really kept you coming back day after day, after day after day?

Lindsey: 02:27 – You know, so I wasn’t great at everything when I first started. Actually my husband, I had to talk him into coming and try and CrossFit and he was able to get all the gymnastics movements and more complicated stuff before me. So, the aspect of having something new to learn every day and it continuously challenging me, it was, you know, just the part that really sold me. I was never not having to learn something. I was always having to challenge myself physically and mentally. So, that was the part that really sold me.

Sean: 03:02 – When did you figure out that you were actually really good at it?

Lindsey: 03:06 – I think kind of right away I knew I could lift more than a lot of the girls at that time, just by, you know, being self-taught a lot of the movements, watching videos like, oh well that’s not, I mean I can do that or maybe a little bit more weight and then, you know, just kind of, you know, getting into it, like I said, self-taught and watching the videos and everything online and I kinda had an advantage in terms of the Olympic lifting side of things cause I had been doing it for volleyball for so long. So, yeah, I dunno, I just, I kinda knew I had an advantage in that sense.

Sean: 03:49 – And you were part of that, SoCal group of women who were really responsible I think, or played a big role in helping CrossFit sort of break out of its shell and get on the map. What was it like training with a group of athletes that you had down there like 10 years ago?

Lindsey: 04:10 – Yeah, so I was the last girl, like Valley girl, I guess, to come on board and the youngest. So I had learned about them just, you know, just I guess through the chain of the community and word of mouth and then, you know, saw videos and I kind of knew just from being a team athlete my whole life that I needed to get a little bit more push in the gym. So that’s when I joined Valley CrossFit. And then there was Katie and Becca and Chris and a bunch of other girls too, that I could potentially, you know, do extra training with or do classes with and have that extra push. Right. So, I feel like from them I got more of, OK, this is like the speed that I need to be at and this is what I need to be able to do to be at the Games with them or be able to compete alongside of them. So that was a good learning curve for me.

Sean: 05:14 – The names you mentioned, they are all incredible competitors. What did you learn from just being around them?

Lindsey: 05:22 – I had to really learn, I think the biggest thing that I learned that it’s not a team sport. So I came from a team sport and I had to really learn as much as we all push each other and we want to see each other be successful, it’s for sure an individual sport. So, nobody’s going to help you finish the workout. I don’t know if that makes sense. I think that was the biggest thing that I learned that although it’s like, you know, a very big community that when you’re on the competition floor, it’s up to you. So I, that was a huge thing and something important that I really had to learn and that was a huge learning curve for me. Cause like I said, I came from a team sport where, you know, you help each other be successful and it’s not that we didn’t, it was once you get on the floor it’s you, and we’re competing against each other.

Sean: 06:16 – You mentioned the Valley girls, and for people who’ve been around CrossFit for a long time, they know exactly who you’re talking about. What was the sense among that group about what you were doing at that time?

Lindsey: 06:30 – I don’t think we ever thought about it as, OK, we’re going to do this monumental movement. I think it was more of, OK, this is something that we all individually and collectively love to do and that we’re good at. And that we were all super competitive. So we just kept working hard and we knew that individually and collectively, we had to work hard in order to get to where we wanted to go. And that was, you know, to the CrossFit Games, that was the ultimate goal at the time. So, I think that was really what was in mind and then it just kind of started people were like noticing that we were all together kind of thing. It just kind of, I guess fell into place.

Sean: 07:18 – When did making it to the CrossFit Games become your focus and training?

Lindsey: 07:27 – So 2011, I was focusing on, you know, getting to Nationals for USAW weightlifting. And then I was also focusing on CrossFit. Which I did both in 2011 and 2011 with my rookie year at the Games. And then I also got second in my weight class at the Nationals. But I really had to make a decision after that season cause my husband at the time was, or my husband was starting the Academy at the time for law enforcement. So, in 2012, before that season, I really decided that there was more opportunity for me in CrossFit. So I decided just to focus 100% on CrossFit.

Sean: 08:11 – There’s a, and I think it’s in 2011, but there’s a famous video of you and I think you’re sitting in an ice tub or something and you find out you’ve qualified and—

Lindsey: 08:18 – Yeah, that was 2012.

Sean: 08:20 – OK. 2012. Right. So you—there’s that fire that you exhibited when you find out, what was that moment like for you?

Lindsey: 08:32 – You know, I think that was really just a sense of relief and you know, I had come back for my rookie season, I put all my, I guess heart in one hat and I was like, OK, I’m dedicating myself to CrossFit. It was kind of a big leap of faith. And for me that was well, I did it. And I had started working solely with Dusty Hyland and really focusing on myself, you know, as an athlete and understanding that it was an individual sport. So for me that was more of like I did all the right things and everything that I was doing and sacrifices that I did were worth it. So that was a huge moment for me of like, OK, you know, I really believe in myself and what I’m doing right now because I never gave up and what I did was what I was supposed to be doing.

Sean: 09:31 – Mentally, how did you have to kind of change the way that you approach competition now that you were no longer in a team sport, but now, like you said earlier, it was all about you when you’re out there on the floor.

Lindsey: 09:43 – Yeah. So I mean, the big thing is, you know, I really thought, you know, in CrossFit the one thing that drew me was, is community. Right? And you walk into the gym and everybody knows you and if they don’t see you for a while they’ll text you before the owner of the gym gets a hold of you. You know what I mean? But I really had to change my mind frame with a sense of this is 100% an individual sport. And as much as everyone who you train with wants to see you do well, they’re not going to help you pick up the bar or finish a muscle-up or, you know, finish a row, that’s up to you. So it’s really on you to make sure that you execute everything correctly in competition and in training and make sure that you’re successful, because the way I look at it, if someone’s clapping for you or cheering you on and they finish the workout, it’s because they finished the workout before you and you’re still having to finish it. You know what I mean? So I had to really take away from it that this was no longer I’m helping someone finish a workout or win a game or win, and vice versa. It was up to me to win.

Sean: 11:07 – Going into 2013 you were about to have your best ever performance at the CrossFit Games and make it onto the podium when you finished second. Overall, how did you feel going into that weekend in Carson?

Lindsey: 11:20 – I had a really successful season, and I think people started noticing me, just from outside competitions and winning a lot of them and, you know, putting up videos on social media. So I felt a little bit of pressure. But I really just wanted to do well and I really felt like I could at least make top five that year. But when I got second, I think I went into that workout fourth, third or fourth. So I wasn’t really expecting to get second. I said, OK, well maybe I’ll finish third if I do this based on, you know, the point spread at the time. But I was really just focusing on finishing those workouts, the Cinco I and II, because my hands were so messed up going into that workout. I was just like, I just gotta finish it, this is the last two workouts and then we’re done for the week. But yeah, that was, I mean I had a feeling I could get on the podium, but I really was just shooting for the top five.

Sean: 12:26 – Yeah. Other than that, those final two events, which I think were still two of the toughest that have ever been programmed at the CrossFit Games, what stands out to you about those four days in Carson?

Lindsey: 12:37 – You know, I just felt like all the programming really flowed. Like everything was being tested. I didn’t feel like just my—like after 2015, my arms were just annihilated. Like I couldn’t move my elbows for about a month and a half after, but I felt after the 2013, the thing that really stood out to me was I felt like everything had been tested; endurance, strength, gymnastics, you know, everything, I mean there’s a lot of modalities to talk about in CrossFit but I just really felt like man, I had everything tested. So for me in terms of the athletic side of things, I felt like everything had been tested and mentally, too, you know, we had some pretty long events that were mentally, you know, we had the half marathon and then we had the burden run. And then we had shorter workouts, too, as well. Like Cinco I was more on the shorter side of programming. I felt like everything really flowed. I don’t know if that makes sense.

Sean: 13:51 – No, it does for sure. One thing that always stood out to me, and I mentioned this before, is when you were competing as you always had, you were always very fiery, very emotional. Where did that come from?

Lindsey: 14:02 – I’ve always been like super competitive. So for me, when I’m competing, well before I had my son, it was always, you know, I always had, you know, some self-doubt from people saying things or feeling like people were doubting me. So for me it was always a sense of proving myself wrong and then proving other people wrong second. So for me, when I was able to do something and surpass my own expectations, that’s really where the fire came from. It was just, I don’t know how to explain it unless you’ve experienced it, when you’ve accomplished a feat that you didn’t think you could do or maybe you could do, it’s just a very internal feeling and that’s just where all the fire came from.

Sean: 14:49 – You got to witness firsthand the Games go from this kind of a small gathering to the huge international affair that was on national television. When did you realize that you know, OK, this thing is actually getting pretty big?

Lindsey: 15:02 – I would say really, honestly in 2013 is when I noticed it was starting to get big. I think 2012 was the first time that people, you know, were really coming from all over the world. And then I think it was on ESPN for the first time in 2012, I don’t think it maybe 2011, it was maybe, I don’t know.

Sean: 15:25 – It wasn’t live, it was afterwards though. But 2013 I think we were live.

Lindsey: 15:30 – Yeah. So I want to say in 2013 is really when I started noticing the production value behind things. Just because you can, if you don’t know anything about production, you don’t need to know. You can notice that there’s more cameras and more people and you know, more trucks and more TV trucks. So you start noticing things like that. Right. So that’s really, I took a lot of media classes in college and, and high school. So I was like, man, there’s a lot of things going on here.

Lindsey: 15:59 – I mean, I started being able to notice it, but yeah, I would really say 2013 is when I really started noticing the value behind things was really put being put forward.

Sean: 16:12 – What did that do to you as an athlete with all that going on around you and the stands are packed and you’re out there on the floor trying to put forth your best effort?

Lindsey: 16:22 – It didn’t really affect me at all. I mean, honestly, when you’re out there, really the only thing you notice is what you have to accomplish. You know what I mean? You noticed that people out in the stands and stuff, but I didn’t really pay much attention to it. It didn’t, it never really made me nervous, to be honest with you.

Sean: 16:42 – We’ll be back with more from Lindsey Valenzuela after this. Gym owners. We know you’re working hard, but what if you aren’t working smart? Over the years, the team at Two-Brain Business has seen too many driven, dedicated entrepreneurs get frustrated on their own. Some problems can be solved in minutes with the help of an expert. Your clients seek out your expert advice when they have a fitness problem. So who do you seek out when you have a business problem? If you’re struggling with something, Two-Brain will help you for free. No sales, no pressure, just free help on everything from hiring and firing to budgeting and marketing. Head to and book a free call with a certified mentor today. Two-Brain Business. We make gyms profitable.

Sean: 17:30 – Your last year at the Games was 2015. Why did you decide that, all right. You know, I’m done now after this.

Lindsey: 17:40 – I didn’t really think I was done competing. I went into that season knowing that we wanted to start a family and to be honest with you, I always wanted to start a family. It was just, there’s never a right time. I should start off with that, but I just in my heart knew that I wanted to have a baby and start a family. And it’s a yearning that a lot of people don’t understand unless they’ve had that in some capacity. So it’s very much I had this feeling in my heart and so did our Arsenio, my husband, and I was ready to 100% focus on that. And I had a lot of people say, well, you’re at the top of your, I guess your career. And I said, yeah, well, I’m done being selfish because when you’re an individual athlete, you have to be very selfish and it takes a lot of time away from your family and other experiences that you want to have as an individual. And I was very much ready for that to come to a close at the time. And then after I had my son, I started taking it up again and getting back into shape and showing myself that I could get back into competitive shape, which I did. And, you know, it’s really cool to have him, you know, even if it’s a local competition that I’ve been asked to do by my clients cause they need someone to fill in, it’s really cool to have him there and have had him there at, at Regionals for two Regionals when they were still around.

Sean: 19:24 – How does now training as a mom compare to training as a competitive athlete?

Lindsey: 19:33 – Yeah, so, right now I’m not really focusing on competing. I’m focusing on my son and my gym and then also trying to have another baby, which is taking a lot longer this time around. But I’m really focusing on just staying healthy. And I’m not in the gym for, you know, two or three hours a session. So, you know, it could be up to four or five hours a day you’re in the gym, right? So I’m really just focusing on staying healthy and healing my body. I have some injuries just from all the years of competing. And just staying healthy and really focusing on my quality of life through, you know, taking classes with my clients, which I’m going to take the class workout here after we get off the phone and just really connecting with CrossFit in a different way. So it’s something—I’m still very competitive with myself when I’m working out, but I’m not having to be in the gym five hours a day and I’m allowing myself to dedicate that time to my son and making sure he is the best person he can be and give him all the opportunities that I had when I was younger.

Sean: 20:51 – You mentioned that you’re competitive with yourself. I know a lot of competitors who step away and they have troubled finding a purpose in training when they’re not training for a competition. How do you switch that side off and then understand that, OK, this is now all about health and that’s OK.

Lindsey: 21:09 – Yeah. So, you know, what was really weird is I didn’t have a hard time switching over to that mentally on the side of the competitive side. Because I didn’t, I think it’s because I went through that as, you know, I was really sick during my pregnancy and I felt what it was like to not be able to work out. You know, I really don’t feel like I had—I don’t have any regrets or had a hard time kind of switching it off. You know, the only hard part has been aesthetically, you know, the byproduct of being in the gym five hours a day is you’re 10% body fat, right, rather than 15% body fat right now. So aesthetically that’s only been the super hard part of, you know, seeing your body change a little bit. And for me, it’s well, I’m giving myself some time to heal, and that’s how I’ve been OK making that switch over aesthetically. But mentally, my purpose is you know, I just really like moving and if I don’t move, I feel off. So the classes allow me to stay in shape, feel good mentally, have an outlet, and connect with my clients and also be a good example for our son and be active.

Sean: 22:31 – How did becoming a parent change your life?

Lindsey: 22:35 – Oh man. Being a parent—I’m trying to think about the most simplest way of what it’s done. It prioritizes your life in the sense of you lay eyes on your child for the first time and you’re just like, man, this is what it’s all about. It doesn’t matter what anybody else thinks. It doesn’t matter what I’ve accomplished up to this point. The only thing that matters is making sure that this little human is the happiest person that they can be and that they have everything physically and emotionally that they could ever need. And without a doubt, you don’t ever regret having to sacrifice something for yourself for that person. And whether that’s been gym time or you know, going out and buying something for yourself. Like you just don’t ever think twice about it because you want to make sure that they have everything that they could ever need.

Sean: 23:41 – How do you incorporate fitness into how you’re raising him?

Lindsey: 23:48 – He is a very active little boy. He is very much different than me. He’s very much like his father in the sense of he doesn’t jump into things right away. He’s very observant. He’ll watch, like I’ll watch him from his window in his classroom when he doesn’t know I’m there. They have yoga on Thursday. I know. I wish I had yoga when I was a kid, three years old. But he has yoga and he is very observant and he watches and then he’ll participate. So for me, incorporating fitness into being a parent, I’ve really had to learn that everybody learns differently and wants to participate differently. And so he has taught me different approaches in order to get someone to want to be active. And not everyone’s going to jump into it right away. And it’s really been a byproduct of what he’s taught me and he’s continuously being my teacher of the sense of OK, well we’re going to have him participate like in karate, but it’s OK if he doesn’t want to do things right away and it’s OK if he wants to kinda be observant and then participate. And that’s really helped me as a coach.

Sean: 25:09 – Yeah, that’s really interesting. How then do you apply that in a class setting when you are a coach?

Lindsey: 25:16 – Yeah. So I mean, there’s still people that are very on the fence about CrossFit. I think that they see the CrossFit Games and they’re like, oh shit, I can’t do that. That’s really dangerous. Then, even when they come in here and they see a barbell, they’re like, there’s no way I can lift the barbell. It’s really allowed me to even be more creative in terms of modifying and getting people a little bit more excited and less scared about, you know, challenging themselves. So it’s helped me become more creative in the terms of literally and figuratively, taking baby steps in order to get them to participate in class.

Sean: 25:56 – I ask this of a lot of athletes who are elite athletes who become coaches, sometimes when you’re so naturally good at something, it’s hard to then teach people how to do it because it comes so easily to you. How do you communicate effectively with people who come into your gym who might not be the best athletes or even just the best movers?

Lindsey: 26:17 – Yeah. You know, I really incorporate all the different journeys that I’ve been on. You know, I didn’t really get the gymnastics side of things right away. It took me a long time to learn how to do those and then I have my weight-loss journey after I had my son. So I always tell them like, look, if I can learn how to do gymnastics and do CrossFit while trying to lose 75 pounds after having my son, anybody can do it and any fitness level can do it. And it takes everybody a different amount of time to learn things. But as long as you’re willing to accept a little bit of failure here and there and learn from that, you’re going to do well and you’re going to conquer whatever fears you have or whatever obstacles and everybody can participate in CrossFit, no matter what levels or capabilities you’re at.

Sean: 27:10 – You’ve mentioned your husband. What’s it like being married to someone who is in law enforcement?

Lindsey: 27:18 – So it’s very—you have to learn to be very independent and I’ve always been a very independent person. So for me it works well. But at the same time it’s very challenging, because he’s literally absent about three or four days a week, and he works night shifts. So when RC was first born and he had to go back to work, I had to do all the night feedings and the day stuff by myself. So it’s definitely one of those things where you have to learn that, you know, they’re at work, but they would much rather be at home. But you have to understand that you’re gonna have to be a little bit more independent if you’re married to a police officer and if you’re not independent, then you better learn how to be independent. And that, you know, sometimes they are going through things that you will never understand and vice versa. So communication is very important.

Sean: 28:17 – People who have law enforcement officers in their family or are married to them, they get to see a side of those people that not many people get to see. What is the biggest misconception that people have about men and women in law enforcement?

Lindsey: 28:34 – I think the biggest thing is that people forget that they’re people and they’re sensitive and they have feelings. And as much as they might put this tough exterior, I guess look on their face or you know, body actions or things like that, they’re very sensitive. And I feel like many people think that, you know, that law enforcement wants to use some sort of force and that they want to use; they want to take out their guns and they want to tackle people and they want to arrest people. And that’s really not what they wanna do. They want to be able to have conversations with people and help people. And it’s a very selfless job. And unfortunately with those selfless jobs and the type of job that they have, they encounter things that they don’t want to encounter. And I feel like people forget that they have feelings, too. And that the things that they see affect them. And the things that they experience affect them, and they don’t go to work hoping that they have these types of interactions with people. And if they could have simpler interactions and better interactions with people, they would, but they’re going out there dealing with everybody’s problems. So, people need to remember that they’re dealing with other people’s problems and they have their own stuff going on at home, too. So they’re doing their best to balance everything.

Sean: 30:12 – Yeah. No one ever calls the cops when things are going well.

Lindsey: 30:17 – They forget that they’re dealing with everybody’s problems on a daily basis. So they’re trying their best to deal with their own life and, you know, cops have their own problems at home or you know, they’re missing family things at home and stresses at home and you know, and they’re having to go to work to deal with problems. So they have a very jaded sense of how our, I guess, I don’t know, the world is right now.

Sean: 30:49 – No, for sure. How many random bullets do you find laying around the house?

Lindsey: 30:54 – Oh, none. Arsenio is really good at making sure he, and especially since we have a little one, we have everything, we have about three safes and everything’s locked up.

Sean: 31:07 – Good. I used to find them in the laundry. I would find them in the sink, in the fridge, they were everywhere.

Lindsey: 31:15 – No, luckily our department’s really good at—they got everything very organized.

Sean: 31:17 – That is good. All right, I’m glad. Lindsey, before I let you go, when you look back on your career and the things that you’ve accomplished in CrossFit, first question, what are you most proud of?

Lindsey: 31:38 – I think the most, the biggest thing that I’m proud of is, you know, and after I had my son in 2017 I went through just a C-section and having to lose a lot of weight and learning how to raise a new person, a little person, and balancing owning a gym and balancing being married to a cop. I think that the thing that I’m most proud of is understanding that I can do things that I think that I can’t do and have so many things on my plate and be able to do that and still have people in my corner, and the right ones didn’t care that I was first or last, and when I finished the muscle-up workout that year, which was I think like 25 or 30 muscle-ups in a workout, I can’t remember.

Lindsey: 32:32 – It was some crazy number of muscle-ups. Right. And when I first started training, I couldn’t do a single muscle-up. When I first started getting back to training after I had my son, and when I finished that workout and I just saw the entire crowd standing and cheering for me and like giving me a standing ovation was kind of like, well, they know I’m not going to the Games, but I think they understand how much hard work it took. And for me to accomplish what I did with all the different, I guess, aspects that I had to overcome was probably the best thing that I’ve ever accomplished.

Sean: 33:10 – And then final question, this is kind of along the same lines, is that, how do you want people to remember Lindsey Valenzuela, the CrossFit athlete?

Lindsey: 33:19 – I think the biggest thing that I want people to remember me of is, you know, I think I paved the way for weightlifting in terms of needing and having to lift a lot of weight. But the biggest thing is it never quit. And you know, believe has always been my motto and I have it tattooed on me. And people have shirts of believe on their shirts that are shirts of mine. And I think the biggest thing is I want people to understand that to never quit and sometimes your priorities will change for the better, but to never quit on yourself and to always believe in that you’re capable of so much more than you’re capable of. And sometimes your biggest enemy is going to be that little voice in your head, but you got to keep proving it wrong and to always believe in that you’re capable of more than you think.

Sean: 34:14 – Lindsey, thank you so much for taking the time to do this. It was a blast getting to be able to watch you as a competitor. I always enjoyed seeing you out there on the competition floor and you know, best of luck with the family and hope your husband stays safe and hope your son is doing well.

Lindsey: 34:29 – Thank you so much, Sean. I appreciate it.

Sean: 34:31 – Big thanks to Lindsey Valenzuela for taking the time to talk with me. If you want to follow her on social media, you can find her on Instagram. She is @liftlikelindsey. Chris Cooper almost went bankrupt in 2008. Now he’s running a multimillion-dollar company dedicated to helping entrepreneurs avoid the mistakes that he made. He spent thousands of hours mentoring gym owners one on one, and his new book is packed with advice to help you grow your business and create your Perfect Day. “Founder, Farmer, Tinker, Thief” is an Amazon bestseller. Check out the book reviewers. They’re calling it a must-read and a lighthouse for your business. So if you want to level up, this is the business book that you need. That’s it for this episode. Thanks for listening. Everybody, and we’ll see you next time.


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How to Solve any Problem in Fitness

How to Solve any Problem in Fitness

Good fitness coaches know how to help clients reach their goals.

They start with the goal. Let’s call that “Point B.”

Then they measure the starting point. Let’s call that “Point A.”

Slowly, they map the path backward from Point B to Point A.

In the previous post in this series, I shared a video to help you map the process for your clients. If you missed it, watch it here.

After they’ve mapped the process, great coaches prescribe the fastest path to their clients. Like this:

“Well, Alice, here are the steps you’ll need to take to reach your goal. To get there quickly, you’ll need to exercise five times per week and follow a clear nutrition plan. How does that sound?”

Then they overcome barriers, such as price objections or injuries. Like this:

“No problem. If you can’t afford to move that quickly, we’ll take it a bit slower. With the budget you just gave me, I’d say we should train twice per week and really focus on that nutrition plan.”

Or like this:

“No problem. Your back is tight from work. We’ll take it a bit slower at first. With the limitation you just gave me, I’d say we should train three times per week and have one specific mobility session per week instead of four workouts.”

Then they motivate clients by reminding them of their wins, showing them their progress and calling them when they don’t show up.

Along the way, they track progress, and adjust the plan—because no plan survives first contact with the enemy. And the enemies (Big Sugar, Netflix and cortisol) are pretty good at this game. So Two-Brain gyms meet with their clients every quarter to adjust their plans.

But no one loses sight of the goal. The coach can’t afford to because the client never stops thinking about it. Clients don’t do your workouts for the sake of being good at your workouts; they do them because they want to achieve their real goal. And they’re willing to trade short-term pain to get there—if they trust their coach.

We call this The Prescriptive Model. Here’s an early podcast we did on the subject: Two-Brain Radio. But I walk through it step by step in my latest book, “Founder, Farmer, Tinker, Thief.”

Great coaches don’t sell group programming. Great coaches sell 1:1 relationships, sometimes delivered in a group.

We can do the same for business. In the next post, I’ll tell you how we do it.


Other Articles in This Series

How to Achieve Any Goal
How to Solve Any Problem in Business
The Two-Brain Wealth Map