Aligning The Vs

Have you ever seen geese flying south for the winter?


They organize themselves in giant Vs in the sky. The front goose flaps hard; the rest benefit from their slipstream. In cycling, we call that “draft”, and it’s surprisingly powerful. When I ride right behind a tall guy, with my wheel inches from his, I can travel at the same speed with 30% less effort. You’ve probably seen this in the Tour de France, or with geese: one works hard, then drops to the back to rest and the next takes their place in the pace line.


In business, there are really two Vs that create a slipstream for everything else: Vision and Values.


Your job as CEO is to set the vision, and constantly reinforce it with your staff. That way, when someone else takes their turn at the front, they can keep the flock pointed in the right direction. Your other job is to make sure your values align with each staff member. Because if they don’t, you’re going to have problems that grow over time.


Here’s how Vision and Values align (or don’t) with your staff:

If your team clearly sees your vision and shares your values, you’re going to go far in the same direction. And you’re going to make life easier for each other.


Moving clockwise to the bottom right quadrant:


If you share the same values, but have a different vision for your business, it isn’t always bad: maybe they want a gym focused on training athletes, and you want a gym focused on health. You might eventually compete; or you might cross-refer. That’s up to you as a leader.


Different vision, different values: this is just a job to them. They might work as a placeholder for the short periods, and that’s fine. Just make sure they aren’t keeping a better candidate out of an important seat.


Same vision, different values (top left): the most common outcome is that they leave to start a competing business. They want the same outcome, but want to achieve it in a way that you can’t condone. Your duty to your clients, your other staff and yourself is to remove these people from your team. The longer you wait, the worse it will be.


Now let’s take this Vision and Values alignment to the other gyms in your area.


Starting from the top right: if two local gyms share the same vision and values, they can work together. My best example is the Regional meetups of Two-Brain gyms, where 6-10 gym owners get together to share best practices and support. These gym owners have different backgrounds and programming, but they share the same vision for success. More importantly, they share the Two-Brain values. They often cross-refer; sometimes they share staff.


Moving counterclockwise to Same Values, Different Vision: these are good people who want to run a gym that’s not the same as yours. Maybe they’re therapists, or maybe they love Pilates. You can cross-refer and cross-promote. You SHOULD help each other.


Different values, different vision: they’re not your competition. These are probably the globo-gyms running New Year’s sales, or independent MLM salesmen peddling sugary shakes. You don’t have to waste any attention on them. Their clients will graduate up to your service if you continue to educate them.


Same vision, different values: maybe they want to run sales, or give discounts. Maybe they want to try to steal YOUR clients or slander you. These are actually the best competition to have, because they’ll filter the worst clients and send the best to you. Read more here. And people are smart: we’re all attracted to the best. Just be the best, wait for them to go away, and buy their equipment at a bargain price later.


One of the greatest things that happened at the Two-Brain Summit might surprise you: I got food poisoning. I missed my flight, and showed up 36 hours later. And guess what? Everything was fine. In fact, it was probably better. I didn’t need to be there for our clients to benefit. I’ve been focusing on our Vision and Values a lot over the last year, thanks to Josh Price’s guidance and gentle reminders. And the Two-Brain team didn’t just stay on course: we flew faster and higher. It was the best Summit ever by all accounts.


Your job as owner isn’t to work the hardest, or the longest. It’s not to be “the face”. It’s to lead.


Share your vision, and check to make sure your values align. If they don’t, take action immediately. When you have your Vs aligned, you’ll go faster and further with less drag.



Two-Brain Marketing Episode 13: Jacqui Hamer

Two-Brain Marketing Episode 13: Jacqui Hamer

Mateo: 00:01 – Hey, it’s Mateo from Two-Brain Marketing and on this edition of the Two-Brain Marketing podcast, I’m talking with Jacqui Hamer from CrossFit Durst. I’m super excited about this week’s episode because you’re going to learn about how Jacqui spent $175 on ads and generated $7,000 in new member revenue, so you don’t want to miss this. Make sure to subscribe to Two-Brain Rdaio for more marketing tips and secrets each week.

Greg: 00:26 – 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

Chris: 00:39 – What makes a good gym website? The answer to that question keeps changing. Five years ago I would’ve said that you need this rotating banner image. Three years ago I would’ve said you have to have one splash page highlighting the benefits of your service. That’s true. The problem is that the benefits of your service change by the client you’re trying to target and so you need to be able to adapt. You need to be able to add your own landing pages. Your main cover page should reflect what your most important clients want. That’s going to be different from what my most important clients want. So a website that’s based on a template with the same kind of rotating image is not going to work anymore. I use For Time Design for the and Catalyst gym websites because those are the most important websites I own. I want responsive design that’s going to work well on mobile. About 60% of your clients are going to come through mobile and more in the future. I want a responsive designer, which means I can contact them to make changes and I want to know how to change my own oil. I want to know how to get in there and add my own posts. I talk a lot about content marketing and that means I have to know the medium through which I’m delivering my content. Using For Time Design has been my choice now for about three years because Theresa and her team are super responsive.

Chris: 02:01 – She can answer questions for me, she can show me how to do it myself if I want to or she can do it for me if I don’t have time. She’s created a big series of videos for Two-Brain clients in our Incubator and Growth stages to watch so that they can do stuff like build landing pages themselves. A lot of website companies try to pull the curtain in front of their knowledge. They try to hold a lot of stuff secret so that they can charge you to do the basic things. Just like in car maintenance, changing your oil, rotating your tires. If you want to do that stuff, awesome. If you don’t have time to do that stuff, take it to the garage. Theresa at For Time Design gives you both options and she’ll even teach you how to do it yourself if you want to. I use that’s what’s made them an official Two-Brain partner is our firm belief in their commitment to helping first and a strong sense of service value.

Mateo: 02:55 – Hello and welcome to the Two-Brain Marketing podcast. I’m your host, Mateo Lopez. I’m one of the digital marketing mentors at Two-Brain Business. Thanks for joining us. This is your weekly dose of digital marketing magic. And this week I’m super excited, we’ve got Jacqui from CrossFit Durst and in today’s episode you’re going to learn about her experience and how she was able to build a campaign that generated 25 new clients. She was able to generate over $7,000 of front-end revenue after only spending 175 bucks on ads. So we’re going to learn about that and see what went down to make that magic happen. But Jacqui, how’s it going?

Jacqui: 03:35 – Good, great, having a great day, excited and nervous to be here.

Mateo: 03:39 – Awesome. Don’t be nervous. But that’s great. I’m excited you’re excited. For the people who are listening. Who are you, where are you from? And tell us a little bit about your business.

Jacqui: 03:49 – Perfect. So my name’s Jacqui. I am from Brantford, Ontario, one of the Canadians in the Two-Brain-fold. And I own CrossFit Durst. We are a CrossFit gym here in the Brantford area. And we started to focus on just trying to get more people in our door, trying to let our community know that we existed, you know, we’re a few years in. And we had heard people say they didn’t even know we were in town. So that was kind of our focus and how we got started.

Mateo: 04:23 – Awesome. And how long have you been with the Two-Brain family?

Jacqui: 04:27 – We started with Two-Brain in December.

Mateo: 04:31 – I know you mentioned growth was kind of something that was on your mind, but what really motivated you to pursue mentorship and business coaching?

Jacqui: 04:38 – I’m a big believer that all coaches need coaches when it comes to everything. So that was kind of step number one. We reached out to Chris before we even opened our doors for that first free call years ago. And we have been following his principles since day one. I’ve read every book. I’ve secretly followed along. And then recently we’ve had two neighboring gyms of friends of ours get involved and we just saw the growth happening for them. We saw their lifestyles change and that was kind of the final straw for me. I saw these people just living the life I wanted to live while running a gym. And I was like, I need see what this is all about.

Mateo: 05:22 – So I guess what was the life you were living? Tell us about, you know, opening up the affiliate, how life, what life was like and then how maybe it changed a little bit. Talk to me about this life that you saw them living and you felt you weren’t living and yeah, let’s start there.

Jacqui: 05:38 – So, yeah, so I was working a lot of hours coaching. I was doing everything. I was wearing all the hats in my business. We had coaches, yes. We had gone through in December, we had actually lost some coaches. We had lost some members. It was kind of just a bit of a change happening in our gym and in our community. And it was hard. I was covering those hours, felt overwhelmed and then I’m seeing, you know, one town over my friends who are running a gym and they’re buying motorcycles and taking vacations and spending time with their families and all of a sudden, you know, I used to call them up and we would chat together about, “Oh man, running a gym. It’s just, we basically opened our own jobs.” That’s all we did. We’re not owning a business. We’re not living the life of ownership. We are working full time and grinding and you know, nobody sees the back-end stuff that’s happening and how much time we’re putting in. And it was, you know, definitely taking a strain on my health, my training, all those reasons I wanted to open a gym. Just felt like I didn’t have time to do any of those things.

Mateo: 06:57 – Why’d you want to open a gym?

Jacqui: 06:57 – Oh, I fell in love with fitness a long time ago and have been in many different realms from marathons to triathlons. And I started with a boot camp. I was training ladies doing a boot camp and I started doing CrossFit and I fell in love with it and I was just hooked. I was hooked. I walked into a CrossFit gym and people walked up and introduced themselves. It was a family. It was a community. And I was like, this is what’s meant to be. So I gave up a corporate job in Toronto to follow my dream. So yeah. Yeah, it was a big leap. I even moved to a different city to make it happen. And now fast forward five years later and we’re slowly getting to that dream.

Mateo: 07:48 – Amazing. OK, so, you found CrossFit, you fell in love, you felt that this was the way the world was supposed to be with this methodology. So you quit your corporate job, you opened this gym, you mentioned some of the coaches, some of the members left. Kind of, as you were thinking about—or in December and shortly after that you signed up for Two-Brain, you know, what were some of the challenges you were seeing, what were some of the roadblocks and some of the reasons why maybe you saw people leaving or conflicts arising.

Jacqui: 08:19 – So, you know, as it happens to many gyms, another gym moves into town and opens up, and we had a divide our community kind of at that time. We have always, and I guess going back to the question of why I opened a gym, I opened a CrossFit gym for the average person, everyone who wants to be involved in health and wellness. And that was always our goal and always our focus. Yes, I would love to train people that are going to be super successful and go to the Games and everything else. But we all know they’re the 2% of society when it comes to CrossFit. So we were really focused on that weight loss, that betterment, that general fitness. And for some, I don’t think that was necessarily what their focus was. So we saw a divide kind of happen at that point. Also, you know, logistics people live closer to other gyms, so some coaches found that, you know, it just made more sense for them. So it was a sad hard time, you know, not only when coaches leave, it’s number one, sad because you’re losing a coach, you’re losing staff, but you’re also kind of losing a friend. So that was kind of our big divide. So when I started with Two-Brain, they really helped us kind of focus on what we’re doing and how to focus on us and our particular growth and what the focus of our gym is. Like, I remember writing my mission statement and I’m like, “I’ve never wrote this before, but this is exactly what it is.” We’re here for everyone to pursue their health.

Mateo: 09:48 – This is a story we hear a lot, right? Where people, they start the gym, they have their founding people, their founding clients join and they’re in love. And then they move past that general fitness phase. And then they want, you know, a little bit more and want to be maybe more competitive and then they’re using the space more than using the corner to do extra programming. And then, you know, it’s stuff where you want to fulfill their wants and needs, but at the same time it’s now coming at odds with what you’re trying to do with your gym and help the people you want to help. And yeah, you’ll see people kind of splinter off or if you don’t have a mechanism for checking into those people in and keeping them involved, it can be tough. And then we also hear stories—a lot of the coaches who are feeding into that and then they splinter off or they take people and they’ll do their barbell-only gym or whatever. So I guess for people who are going through that stage, clients at that—you know, the growing pains of that and coaches—dealing with the logistic problems or getting unsettled. What advice do you have for people who are seeing that kind of conflict bubbling up?

Jacqui: 10:57 I think the biggest thing is really hone in on what your mission is and what your goals are and be true to those. You know, we were in an odd circumstance where another gym did close. We took on a bunch of members a few years back. The members that we took on, they weren’t the members that necessarily chose us. We were just the only gym in town now at that point. So we had a much more competitive environment all of a sudden show up on our doorsteps one day. Our community wasn’t in that realm. They were here about supporting each other and you know, Rx’s were awesome. Like we got an Rx today. They weren’t determined to Rx no matter what it did to their bodies. They had coaches that helped, you know, make them have that smart approach to things. So I just say, when it comes to anyone that, you know, you are seeing that splintering off or you’re seeing within your gym, a different focus start to emerge. Yes, there is definitely ways you can foster it. Like we now have a build program that’s a strength and conditioning program. There’s different programs that you can follow and offer them, but ultimately stay true to your core. Those are your core members. Those are, you know, in the Two-Brain world, your seed clients. They’re the ones that are going to be the ones that stick around and that help your business grow and move you to that mission.

Mateo: 12:21 – Yeah, I love that. I think you hit the nail on the head. You have to use to figure out the problems you want to solve, right? You can’t solve all of them. You can’t solve weight loss for the average person problem while also trying to be the best in the world at solving the people who want to be competitive athletes in CrossFit while also being the best in the world that gymnastics or whatever it is, right? With these people, when they have different desires and wants and needs. Yeah, goals change and you should be checking in with people to make sure that you guys are still aligned or that you have a prescription for your client that’s going to help them meet that goal. But at the end of the day, you have to pick what you want to be the best at the world at, what problem do you want to solve and be really efficient at solving. And that’s where you really need to have a clear, like keep a pulse and a clear understanding of your mission, what you were saying. And so you have to pick that thing that you want to be really good at solving and you can’t solve all these problems, because then you’re just bad at trying to solve a bunch of problems, right?

Jacqui: 13:16 – And I think there’s spots for everyone within a community. Like we still have some extremely competitive athletes and you know, and then we also have grandma who’s in there wanting to work out. But when you have people that—and it’s not even the focus on necessarily what it is that you’re offering people, but it’s the type of people, right? When you’re fostering a community that wants to support each other, it doesn’t matter if it’s grandma, if it’s the competitive athlete or it’s the six-year-old in the kids program, when you’ve got the same type of people that are willing to come out and rally around other people, it just fosters a different environment and it’s more in line with our mission and what our vision is of the gym as opposed to, you know, having little pockets of competitive groups that are, you know, yeah, not necessarily looking at the whole whole and don’t necessarily care about grandma and her workout or cheering her on when they’re finished their Rx workout.

Mateo: 14:08 – Yeah, totally. You know, to be competitive, you have to be in your own world, which is fine, but then if you’re not trying to—that’s not the community you want to create, then they’re just, may not be the best fit. Awesome. So you talked about life leading up to signing up for Two-Brain or joining Two-Brain, talked about how you were juggling a lot of responsibilities, wearing a lot of hats, there was a little bit of discontent in the membership. And then you talked about working on the mission and the values of your company, how that really helped you kind of narrow your focus. What else, working through the Incubator and with your mentor, what else did you see change in your business?

Jacqui: 14:45 – Oh, big question, lots! I think one of the biggest things is probably my confidence. When I started in the Two-Brain program, and I started with Tammy, she’s a fantastic coach, she was my rock through starting, and I was lost. We were making money, I couldn’t tell you how much. I had zero metrics. I wasn’t tracking anything. So she not only got all of my ducks in a row and held me accountable to all of that. Also just in terms of being able to ask someone for feedback that’s been there and done it, and that is a third party, rather than trying to go to my coaches or going to friends or other friends that own businesses, whatever the case may be. I truly didn’t have someone that understood the full picture and has been there and done it. And being able to work with Tammy, it got to a point that I got near the end of the Incubator and I’m like, I know what she’s going to say. Like just—she’s given me the confidence to make my own decisions and to be confident. So when I started I’d be like, “Oh, what should I do? What should I do? And then near the end of the Incubator, I was like, “So this is what I’m thinking about doing.” And she’s like, “Yeah, that sounds great. Have you thought about it this way? Have you thought about it this way?” But I was coming to her more confidently with, “OK, I think this is the plan,” or “What’s Two-Brain’s view on this? Like how would this work?” And she’d be like, she would walk me through it and walk me through the pros and cons of making those decisions. Whereas before it would just be like me in a corner being like, I” don’t know what to do. Help me.” So just in terms of my personal growth, and I even had members and coaches come up to me and say they can just see a difference in me, that there was a different confidence level. The coaches loved the implementation of systems and processes and different apps and different programs that we’re using that also enhanced their lives and made everything easier.

Mateo: 16:52 – Awesome. That’s amazing. I haven’t heard anyone talk about it quite like that, but that’s great that, it’s almost she empowered you to be able to make your own decisions now and you had a better framework for understanding, you know, the business side of things and how to make these decisions. Amazing. So you touched upon this a little bit in terms of the mission, values and people who you want to help, but in your own words, what do you sell? And then how do you sell it?

Jacqui: 17:17 – OK. So we sell fitness, we sell health, we sell longevity. I want people to be able to walk in our doors and every day be working one step closer to that better version of themselves. When I meet with people at first we talk about their goals. I don’t want to just say, “Hey, here’s what we offer,” plunk you into the program. The first thing we do is we sit down and aside from knowing their name, I know nothing about them. I know nothing about how I can help them because I don’t even know what they want done. So then we talk about what their goals are. Some people’s goals are really specific or very big. Other people are, they hey, thought CrossFit sounded fun and just kind of want to give it a try. So from there, depending on those goals, we then make our prescription to them of what we think would be the best fit. That might be personal training, nutrition, group classes, boot camp classes. Really just depends on that individual. But ultimately I want them to fall into something that they’re comfortable with. If they’re not comfortable in a group class and they’re nervous about it, well I’m not going to throw them into my busiest class and say, “Hey, give it a go and see what happens.” I’m going to potentially recommend personal training for them. If personal training’s maybe not the right fit, well maybe we do on-ramp in a personal setting and then transition you into classes. So yeah, we sell betterment. We sell working on a better version of that person and what that means for them.

Mateo: 18:50 – Yeah, I think that’s amazing. And I think that was one of the biggest things, a big game-changer for me when I joined Two-Brain was just that simple question. Like, do you prefer working out in a group or in a one-on-one setting? Just asking that simple one question when you’re sitting down with someone, understanding their goals made a huge impact on the way in which now I can help people and own my business. It was a really big game changer for me. And it sounds like you do a very similar thing when you’re sitting down with your new clients. So let’s talk about the new clients that you have coming through now. You were working with Blake through the marketing course and setting up some of your paid advertising systems. So in April, how much did you end up spending on ads?

Jacqui: 19:27 – So in April we started our first ad that Blake helped me out with, and we spent $174.

Mateo: 19:36 – How many leads did you generate?

Jacqui: 19:38 – 105.

Mateo: 19:40 – Wow. And then how many new members did you end up signing up?

Jacqui: 19:44 – We ended up having 25 new clients out of that.

Mateo: 19:49 – And how much new member revenue was that?

Jacqui: 19:51 – That was over $7,000 just in that month of revenue.

Mateo: 19:56 – Wow. So how 175 bucks in ads, $7,000 in front-end revenue. Now that’s not typical, or you don’t hear that every day. Those are pretty amazing results. But talk to me, I’m curious, talk to me a little bit about the system or rather, how did you handle that influx of leads? You know, what did you guys do to get people booked, once they were booked, what did you do to get them to come in for their appointments? And then once they came in, you know, what happens from the moment they walk into the door to then when they’re finally sitting down and talking with you and signing up.

Jacqui: 20:26 – OK. So it was actually really all kind of funny because it just started happening and we started booking clients in and I remember getting a message from Blake being like, “Whoa, your ad’s killing it.” And I’m like, “What do you mean?” And he’s like, “This is doing amazing. Don’t you realize?” And I was like, “I don’t know. I’m just booking No-Sweats.” So I tried to just make myself available for as many No-Sweats as possible. We were using Equiniti, I believe it’s called, to actually book our ads through the click funnel that we were using. So members would see our ad online, they would click on it, it would take them through the click funnel where we had this great video that Blake helped me put together as well as a bunch of information. One of the great things is once they clicked on it, there was a few different levels, so they really had to really want to come in and actually meet with us because first they had to give us their name and information. Then on the second click-through they actually had to give us some information about themselves before it actually allowed them to book a No-Sweat. So before they even walked in our door, we had all their contact information. We also had some really important information about what their goals were. So even if they didn’t show up, I could call up and say, “Hey, I wanted to talk to you about that weight-loss goal that you had, sorry we didn’t actually get to connect for your No-Sweat.” So then that’s the next step. Once they book, they were booking into that No-Sweat Intro, which is basically just a consultation where they’re sitting down.

Jacqui: 21:58 – Again, Blake had helped me work through a bunch of visuals that we used as sale aids. So I sit down with them at first I have a blank piece of paper. All it has on it is their name and the date. And I ask them what brought them in. Some people go really deep right away, other people, you kind of had to warm up to them and really get down to what are those goals? Is it weight loss? Is it to keep up with their grandkids? Is it a specific fitness goal they’re after? And then once we knew that, walking them through the different programs we offer. So even if someone told me they didn’t want PT, I still showed them our PT offering because it was amazing that sometimes when you show someone it all of a sudden they’re now interested in PT and it makes sense for them. And you know, I’m not sure exactly what was behind them saying no, but now all of a sudden they’re signing up for a three-month PT package when they told me they were here for boot camp. So that was the big thing. So I started with our most expensive offering, our personal training, down into our group training and our nutrition offering, and then finally our boot camp offering, which was the original offer.

Mateo: 23:04 – What are some of those visual aids that you use in your consultation?

Jacqui: 23:08 – So we basically just have a price chart. So it has the different membership options across the top. And then down the side it kind of shows what, with a little either check or X, what you’re actually getting in those packages. So it really just kind of shows the value for dollar that people are getting. And it was kind of even great comparing to our boot camp to our CrossFit. Everyone thinks that boot camp’s going to be the cheaper offering or it’s going to be—interesting because people do think it’s going to be the lowest barrier of entry. But once they realize, well, that’s only really three classes a week whereas CrossFit I get the entire schedule. So when you really lay out that visual of hey, this gets you everything, this gets you this, this, this and this. Which, you know, goal-setting sessions, getting access to our members-only Facebook groups, or you know, emails that come out, all these different things that they’re now seeing they get access to versus just boot camp with those three classes. All of a sudden what they came in for, now they’re basically upselling themselves into one of our programs.

Mateo: 24:18 – Yeah, they’re seeing that, “Wow, there’s a lot of other value coming out of this other stuff.” And if you’re framing it in a way where like, “Hey, I understand you have these certain weight-loss goals” or whatever it is, you know, this is going to get you here the fastest. You can do this boot camp and you’ll still get great results. But do you want to get there faster or whatever it is, these are going to be the better options for you or this will get you there the most efficient way or we’ll be able to, you know, keep a better eye on you, which I think is awesome. And having it laid out visually like you just described, they can see the stack, right, of just all this stuff they’re getting with the, you know, the hybrid of the higher-end package versus the, the three times a week boot camp. I can see how people said, “Well, you know what I actually kind of want that one,” which is awesome. So when they walk in, like is someone greeting them? You have a front desk or how does that work?

Jacqui: 25:01 – So generally we have, we do have a front desk when you walk in the door. And our coaches are all very well trained that if they see the door open at least a quick hello. Generally we have a front desk staff, we call them our Director of First Impressions.

Mateo: 25:16 – I like that.

Jacqui: 25:21 – And he is generally our greeter. So he has access to our system. He knows who’s coming in, when they’re coming in, and he’ll greet them by name. So if he sees Jen’s due to come in, they’ll walk in the door and he says, “Hey, you must be Jen. Welcome. You’re going to be meeting with Jacqui, she’s going to be right with you. Did you want a bottle of water?” We offer them something. They have a seat. We have couches in our front reception area, and then if I’m still finishing up with a client, he’ll just let them know “she’ll be right with you.” He usually tends to point me out within the room as well, so they kind of know who they’re looking for to come get them because we are in one big space and no matter what we’re doing, you’re kind of visual there.

Jacqui: 26:02 And then I’ll come over and see that there’s someone, that my next appointment’s here, come over and greet them again. I know their name, I know who’s coming in. I already have their name on a piece of paper ready to go, and we take them back into what I’ll loosely call my office area, which is really more our kitchenette with some stools, but it does the job. And then we go back there and that’s where we sit and actually start our consult. It’s relatively private. It’s off to the side of the gym. They can still see everything that’s happening in the gym, but we’re not right up in the front with them having to give personal information with other people around or with our front desk staff there listening in. It’s just more of them and I sitting and chatting.

Mateo: 26:43 – That’s amazing. I love how you have the addressing people by name. I think that’s huge. I think it’s amazing. I need to start doing that. That’s awesome. And I love how you’re offering them something as they walk in. Just establishing a little bit of that reciprocity rule. I think that’s amazing. Awesome. So now that you’ve had all this growth happen the past couple of months and you’ve established some systems, you know, what are you working on right now to get to that motorcycle bikes and vacations, point of life that you want to get to?

Jacqui: 27:21 – So right now I’m working with Blake and we’re working on my Perfect Day. So for those in the Two-Brain world, you’ve probably heard this before, but that Perfect Day of what do you want your day to look like? And I’m also working on my main coaches’ Perfect Days as well, so it’s kind of twofold. So right now I do most of our sales, which is great. I actually enjoy doing it. I enjoy doing those No-Sweats and making those connections. So we’re trying to get me coaching a little bit less so that I do have more time for those No-Sweats and being able to read. That’s one of my goals actually this week is our 15 minutes of reading a day. Whereas like these little things that you don’t even think about are just so like meaningful. And just kind of a de-stressor for the day, you know, working on what next steps for the gym are, what other programs can we offer, what coaches do we have and what do my coaches want? Does so-and-so like coaching kids? Does so-and-so like coaching boot camps and on-ramps? This is the first time that I have been able to actually sit down with coaches and be like, “What drives you?” As opposed to, hey, I just need you to cover this and I need you to cover this and I need you to cover this. I have coaches that are flourishing in personal training. We never offered personal training before Two-Brain. It’s probably one of the biggest things, that question of would you rather have group training or personal training blew my mind with how many people say personal training. So yeah, we’re gearing towards—still in our growth and we’re just gearing up, we’re now offering a mens program. So I’ve got the boot camp up and running. I’ve got a coach manning that now and now I’m kind of throwing myself in this mens program and we’re trying to get more guys in the door. And at the same time working on allowing me more time to do the back-end stuff and all the things that I need to do as a business owner and not just feeling like all I’m doing is coaching.

Mateo: 29:24 – I think that’s great. And I think the really important thing, one of the most more important things that you said was just seeing, understanding your Perfect Day, right? But also sitting down with your staff to understand what drives them, like you said, and where they’re trying to get to. Because I think that was another big eye-opener for me working with Two-Brain was you want to, if you want to have high retention, not just with your clients but with your staff, and not have those people splinter off and go to the gym that just opened up down the street that’s offering more barbell stuff or whatever. Like you have to sit down with your coaches, understand, just like you’re sitting down with your clients, understand what are your goals with your staff. Same thing. And I think now that you’ve unlocked more time, you’re able to do that, which I think is what you were talking about before. And I think that’s really important and I think going to be one of the keys that’s going to unlock that Perfect Day for you as well. So I think that’s awesome. So I guess last question for you, Jacqui, because I’m sure you’ve got more No-Sweats coming your way, you’ve seen this awesome growth you’re working through, getting close to your Perfect Day. What do you think’s been the key to success so far?

Jacqui: 30:26 – Oh, great question. I think it’s a combination of things. I do think everything through the Incubator, I don’t think if I had just put out this marketing ad on my own, say I was a whiz at marketing and I could put together all this stuff by myself, I don’t think I would’ve had the back-end systems to maintain the clients that were coming in the door. So not putting the cart before the horse, making sure that you do have all your ducks in a row and that when you all of a sudden get inundated with 42 No-Sweats in one month, or actually I think that happened in three weeks, that you have the systems in place to manage that because that would have—it was overwhelming on its own with all those systems in place, I couldn’t imagine doing it six months ago when I didn’t have any of those systems in place. So I think that’s key. Having everything organized, having all of your coaches on board, having your coaches meetings, let them know what the goal is, what you’re working towards. Let them be in on what’s happening. Let them know about the ads before the ads start to go live so they know what’s happening. And we were able to kind of work together as this big group. They understood when someone walked in the door, it was probably a No-Sweat, that we wanted to treat them in a certain way and make them feel welcomed and ensure that they knew that someone would be right with them. And then once someone did sign up, again, fostering that growth for them in that nurturing— brand new, they’re little babies in the CrossFit world, they’re scared and they’re nervous. Introducing themselves even if they’ve never worked with them, making sure the coaches are working together.

Jacqui: 32:15 – So I think going on a big long tangent on this one, but ultimately, working with Two-Brain, getting everything organized. I thought I was organized. I thought I had systems in place. When I started working with them, I realized how many holes were in my system. And it’s great intentions. You start things, you’re like, oh yeah, I got contracts for my set up. I’ve got this set up, I’ve got systems this way. And then you realize you might have some of these things in your head, but you haven’t clearly communicated them to all of your staff. So getting all of that done and then being able to have an amazing ad go out with the support behind it. So then just start bringing the people in and then you just start taking care of it. Managing those sales, setting people up in the right spots. And then just continuing to communicate again with your staff and your new clients and foster those relationships has been, I think, key for us. Now we’re getting the referrals from those people that just started last month that are now referring friends in. So yes, so the Incubator and Two-Brain was huge for me. I wouldn’t have been ready for the marketing phase had I have not done the work through the Incubator. And then by the time I got handed over to you guys in marketing, I was just like, I remember I went on vacation and I told Blake, I’m going on vacation. I don’t really want to do anything before we go. We’ll get everything ready, but we’re not going to hit start. And he’s on my Facebook. So he saw that I was back from vacation and I got a text and it was “You’re back, let’s do this.” And I was like, OK, no more hiding. We got to hit start. And then we just hit the ground running from that moment. And it’s been phenomenal. It’s been amazing. He’s always reaching out, asking if I need any help with anything, and just setting me in the right direction.

Mateo: 34:11 – Awesome. Well that’s all I got, Jacqui, if people want to talk to you more and if people want to learn, you know, a little bit more about how you trained your front desk staff or you know, how you on-boarded 25 people in one month, where can they find you?

Jacqui: 34:27 – So, they can reach us, either follow us on Facebook. We’re CrossFit Durst on Facebook, CrossFit Durst on Instagram. Or they can also reach us via email. If anyone wants to reach out, i’s Feel free. I would love to love to spread the knowledge, love to help anyone else out, that you know, has any questions. ‘Cause I know I received a ton of help from the Two-Brain family, not just the coaches and the support is amazing.

Mateo: 34:55 – Awesome. Thanks, Jacqui.

Greg: 35:03 – As always, thank you so much for listening to this podcast. We greatly appreciate you and everyone that has subscribed to us. If you haven’t done that, please make sure you do drop a like to that episode. Share with a friend, and if you haven’t already, please write us a review and rate us on how what you think. If you hated it, let us know. If you loved it, even better. See you guys later.


This is our NEW podcast, Two-Brain Marketing, where we’ll focus on sales and digital marketing. Your host is Mateo Lopez!

Greg Strauch will be back on Thursday with the Two-Brain Radio Podcast.

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 Sell Online Coaching

Want to see a great ad for online coaching? Look at this: 


Most fitness coaches will see this ad, watch the video, and go, “That’s weak.” “I could do so much better!” “Man, that dude’s range of motion / poor reps / postural alignment is terrible!”


Almost all fitness coaches see the ad and think: “I could do better.”


Here’s why they won’t.

When a fitness coach thinks about selling their amazing programming online, they think about attracting an audience to their programming. They don’t think about solving an audience’s problems. And that’s backward.


I chose the ad above because it solves a problem for a narrow niche audience. Cyclists know they *should* be doing some strength training, but they don’t know what to do. And even though the video demos were clearly shot in a CrossFit-style gym, the program owners never say “cyclists should do CrossFit.” Instead, they say “here’s how to be a better cyclist.” Because that’s all cyclists care about.


The coaches at Dynamic Cyclist understand how to place a “lens” over their knowledge. Here’s how to do it:

    • Identify your smallest viable audience. Find ONE person you can help. Solve their specific needs. It’s best if this is a 1:1 client you train in person. Then duplicate that solution and sell it at scale.
      For example, if you train a collegiate-level basketball player, measure the metrics they care about, and then scale the program to a larger audience.


    • Go narrow and deep. Selling programming for CrossFit gyms has become very competitive. And selling the same program to everyone makes your product a commodity, which means it’s subject to downward price pressure. While the best systems (like are worth over $200 per month, most “gym programming” platforms charge $49 per month or LESS. And they provide full class templates and coaching cues. To make that project worthwhile, you have to invest a ton of time and money for no return, and then scale really fast to make a profit. In other words, general programming is now closer to a SaaS product than a human service, and you have to approach it that way. The early products have a huge advantage that might be too big to overcome.


    • Produce a ton of media. What does your audience care about? What problems will you solve for them? (Hint: “get fit” isn’t specific enough.)
      Here’s a good example of an ad showing cyclists WHY their back hurts on long rides, and what to do about it:


    • Remember: this is a brand new business, not a side hustle. If you’re still working full-time in your gym, you can’t build an online program. You should be in Tinker phase before you start. If your gym doesn’t run itself, you’ll stunt your growth in both businesses by starting an online programming company now.


    • Look forward at new tech. Some programming platforms are using AI to develop customized training plans, and AI to adjust training plans based on results in real-time. That’s hard to beat. So why not leverage the tech instead of competing with it? I wrote a very long piece called “Don’t Fear The Cyber” here.


I used these ads to illustrate the power of a niche. I’m a cyclist, so the targeting isn’t a surprise. But what’s great is the messaging.


What are they selling? We see box step ups and KB deadlifts.


But no–they’re actually selling a solution to a cyclist’s problems. They’re not saying “cyclists should do CrossFit!”, they’re saying “Here’s your problem and here’s how we solve it.”


Here’s their sales page, in case you want to see the next step in their funnel.


The same actors and coaches could easily produce a program for golf if they had niche-specific expertise. Or rock climbing, or soccer. Remember CrossFit Football? That was a great example of niche authority. And it paid off, for awhile. The exercises AREN’T different. The workouts might seem boring to a CrossFit coach. The lens is what matters. What’s yours?




We’re Certifying our mentors now. Here’s why.


It’s very easy to call yourself a business consultant. Anyone can do it. Just like the term “Personal Trainer”: there’s no legal differentiation within the field. In fitness, insurance companies are the only filters; unless you have a certification, you’re not insurable. In fitness, the line for “certification” is pretty low. But in business, we can keep the standard high. Why? Because we’re setting it.


Introducing the Two-Brain Business Mentor Certification.


Our mentors go through a rigorous selection process. Here’s the criteria they must meet before going before a selection panel.


When they’re accepted into our training program, they go through a very long and thorough training period.


Before they graduate, they demonstrate expertise in helping gym owners focus; take action; and track their success. Our mentors draw on their long experience as owners and stand on our foundation of proven systems and data. Certified Two-Brain mentors are the living embodiment of knowledge and empathy.


Building a Certification process meant that an outside underwriter had to agree that we were worth backing. They spent a few months going through everything on our site before they were willing to take the risk. Their conclusion: we can back our mentorship with evidence and data. We’re not just guessing here. We make gyms profitable, and we can prove it.


No one else has ever taken this step to separate wheat from chaff. It’s too hard and too expensive. But gym owners deserve clarity: a hard line between tips and professional guidance.


What does it take to become a Certifying agency?

  • A proven method of delivery (our Incubator is step-by-step)
  • Proven, data-based curriculum from a broad sample size (over 700 gyms now)
  • A quality control program (we have a full-time QC team to maintain our standard of excellence)
  • A rigorous training protocol for new mentors
  • An ongoing continuing education requirement for all mentors on the team
  • Continuous curriculum upgrades (we test everything, distill the best, and make upgrades often.)
  • A clear standard for progression (the mentorship we give is different for everyone, but we filter according to the FFTT model.)
  • A consistent message across a broad time frame (we’ve been publishing for a decade.)
  • A measurable definition of success.


We were doing those things without certification; but no one else is, and that’s why no one else will reach this level in our industry anytime soon.


More than anything else, I want to draw a clear line between professional Two-Brain mentors and the social media pundits out there. Entrepreneurship is cool now: there’s a lot of free advice available. But most sources are unqualified; most ideas are untested. No one is drawing a line between professional mentorship and “person who posts a lot”. Until now.


Thank you to our team around the world for setting and holding the new standard of professional business mentorship.

The Parachute Problem

The Parachute Problem

My kid needs to get faster on the ice. Do you train with parachutes?

I used to train a lot of hockey players. Every year in early April, I’d start taking calls from hockey parents.

The parents always “knew a little bit” about exercise. They read Men’s Health or saw commercials, and were attracted to trends in fitness. So they’d ask questions like these:

“Will this training really work his core?” (2003)

“I need her to improve her balance” (2005)

“Her foot speed needs to go up” (2009)

“Are you doing those poly-metric things?” (2011)

“Do you use those new parachutes?” (2014)…

In my early days as a coach, I’d spend up to an hour arguing with the parents. Most of the time, they promised to call me back. Then I’d see their kid running with a parachute at the track. Another coach would be holding a clipboard and cashing their check.

I knew I could get the kid better results without the parachute sprints. But if they were training with another coach, I couldn’t help them at all. I was torn between buying flashy toys and sticking with what worked–and many coaches suffer from that same angst. Here’s what to do about it.

Consistency gets results. Novelty gets clients. How do you balance the two?

Well, here’s how our brains work:

Dopamine and serotonin make us happy.

Dopamine is secreted when your brain encounters something novel; and serotonin is secreted when you’re successful at something. The recipe for dopamine + serotonin secretion is to combine exercises that create these feelings:

“This is new!” and “I am good at this!”

This is the secret recipe behind CrossFit’s success. It’s the reason many would-be CrossFitters have gone to Orange Theory; the reason Zwift is king of online training; the reason Strava is the biggest fitness app in the world. It’s also the reason Candy Crush is so addictive: quick wins and new levels. Our brains are attracted to novelty and gold stars. If you don’t include both in your workouts, your clients will seek them elsewhere.

CrossFit used to be novel.

Then CrossFit competitions were novel.

Now Orange Theory (CrossFit + flashing lights) is novel.

How do you take back the novelty, get people into your gym more often, and keep them around long enough to get results?

Here are six tips:

  1. Increase the variance.
    The programming on has more novelty than most CrossFit Affiliates use. We don’t include 10k runs in our gyms; we don’t dedicate days to improving our rope climbs. CrossFit uses a broader range of tools than most, but that range is still a tiny slice of the pie. Remember when CrossFit had odd-object lifting, Strongman stuff, and Parkour?
    What if I told you the original CrossFit gym used bicycles?
    What about swimming, or long-distance running? Why are these once-per-year events?
    How about bike and gun biathlons?
  2. Increase the 1:1 time.
    Your clients attend your gym to solve THEIR problems, not to get better at CrossFit/bootcamp/pilates. You need to explain how your workouts solve their problems. This is true before they sign up, during your on boarding process, and then forever. Meet with them privately for goal reviews; explain the “why” of your workouts in class. Every. single. day.
  3. Broaden your fitness horizon.
    Instead of taking your weightlifting knowledge from an 8 to a 9, get better at running.
    Take a yoga course. Learn Pilates. Enter a mountain bike race. Start grappling.
    The new connections you create will make you a better coach. And returning to “beginners mind” will help you see your gym through your clients’ eyes.
  4. Add limitations to your programming.
    Let’s pretend you had to program an entire month using only a set of rings and a plyo box.
    Veteran coaches would think, “Oh boy!” and come up with constantly varied, functional programming that improved the fitness of their clients.
    Novice coaches build their programming around their equipment. We call this “Features-based programming” instead of “Benefits-based programming”. Novices struggle with limitations; but the limitations make you better.
  5. Marry two other concepts together.
    The most successful entrepreneurs aren’t inventors; they’re connectors. When CrossFit started to become popular in the strength community, many veteran coaches complained: “I’ve been doing that stuff all along! I just didn’t have a name for it!” Many were jealous of CrossFit’s success. But what they hadn’t done was create a fun, intense combination of “that stuff” that hooked people.

  6. Add the occasional FUN element. What’s the true risk:reward value of a Ninja Warrior obstacle course? It’s very low. It’s testing, not training, and that means high risk of injury for low fitness results. But they sure are FUN. The same can be said for tire flips, parkour,

How much novelty do you need?

Following “A Theoretical Model for CrossFit’s Programming” is a good way to start your group programming template. But you need more. Start with these suggestions and tweak according to your gym:

1 – Hero or Baseline WODs: at least once every two weeks. Repeat each one 2-3 times per year.

2 – Specialty groups: dictated by client demand. Offer at least 4 per year.

3 – Competitions or events: one every quarter. Don’t stick with CVFMHI competitions (one of those is plenty). Run a Midnight 5k, sign up a big team for an obstacle race, draft up a Summer League, and run the Intramural Open.

4 -New exercises: add them into the skill portion of your class for a few weeks before introducing them to a WOD. There’s nothing more frustrating than having everyone scale their pistols because no one can do them!

5 – Celebrate: high fives with personal feedback daily; Bright Spots Friday every week; PR phone calls every month; Goal Reviews every quarter.


You can’t change a life in six weeks. The intensity of your workouts doesn’t build lifelong fitness; the ability to keep a client for decades does. That might mean less screaming and more fun.