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TwoBrain Marketing Episode 7: Coty Bradburn

 Two Brain Marketing Episode 7: Coty Bradburn Today we are joined by Coty Bradburn of CrossFit Mountain Island in Charlotte, NC. Coty grew up with a very sedentary lifestyle and it wasn’t until his late teens that he decided to change his lifestyle and start eating healthy and exercising. After losing 60 pounds, Coty dove into CrossFit full time in 2014. Coty soon bought his own gym and now enjoys helping others reach their exercise and fitness goals through nutrition, community, and empowering a healthy lifestyle. Join us today as we learn about Coty, his gym, and how he leverages paid ads to grow his business.  Don’t Forget about the 2019 Two Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both yourself and your coaches. Click hereto register and sign up now! Contact: https://www.crossfitmountainisland.com/ https://www.instagram.com/cotybradburn/ https://www.facebook.com/coty.bradburn   Timeline: 2:38 – Introduction to Coty Bradburn 5:33 – Going from 6 Member to 50 in two Months.  8:09 – Advice for people thinking about buying a gym 11:45 – Initial outreach and gaining customers for a new business 13:00 – What made Coty decide to join the Two Brain Family? 16:06 – In Coty’s words, what does he sell at his gym? 18:33 – The sales process at CrossFit Mountain Island 21:02 – How did CrossFit Mountain Island’s metrics change after the Two Brain Incubator 23:52 – The key to growing a successful CrossFit gym. Announcer:                            00:02                       Welcome everyone to Two-Brain Radio. It is our mission at Two-Brain to provide 1 million entrepreneurs the freedom to live the life that they choose. Join us every week as we discover the very best practices to achieve perfect day and move you closer to wealth. Chris:                                         00:26                       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 ...
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What I'm Training For

Last week, Josh Martin asked me a great question: “What are you training for now?”   It’s funny, but this question isn’t asked often enough in the fitness industry. When most microgyms moved from 1:1 training to group training (like CrossFit, bootcamp, or other programs,) this question got thrown out with the bathwater. But good coaches know to ask this question early and often, because clients don’t buy bootcamps. Clients buy results. So I’ll share my current training plan and goals as an illustration of a potential client for your gym. But the simple answer is I’m training to be the best CEO I can be.   I found CrossFit after a few years as a competitive powerlifter. Before that, I was a cyclist.   I dropped powerlifting for CrossFit because I was bored. CrossFit’s novelty was its most attractive feature. I was already pretty good at some of it–I remember deadlifting 520 in my first CrossFit Total–and the combination of victory+novelty is irresistible to the human brain.   But ten years into CrossFit, I had different goals. As Two-Brain grew from 16 gyms to 160, then 300, then 500, the weight of responsibility became very distracting. It became hard to wander into my own gym for the noon group. Though I needed the mental break, it was very hard to switch from deep focus to social time. And it became almost impossible to switch back to deep focus afterward.   Doing CrossFit on my own didn’t work: I was so distracted by the problems of other gym owners that I couldn’t focus on my lifts or maintain any kind of focused intensity.   So last May, I got back on my bike.   There are a lot of reasons why longer-state aerobic work is great for CEOs. First, your brain produces more BDNF, which aids memory and problem-solving. You make connections between people and ideas more easily, and that’s ...
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Signal:Noise

If you’ve ever been to a kids’ sports game, you’ve heard this stuff from the bleachers:   “Shoot the ball at the net!” – thanks Dad, good advice. “Run hard!” – I am running hard, mom. “Don’t let her get past you!” – jeez, wish I’d thought of that sooner.   I volunteer to coach kids’ hockey. Luckily, the glass and boards around the rink shield the players from hearing the noise from their parents. But in most sports, athletes struggle to pick out their coach’s directions from the static of the crowd.   And this is very true for entrepreneurs, especially in the gym industry.   “Be a great coach!” – thanks Dad, good advice. “Hustle and grind!” – I am grinding hard, Mom. “Don’t let the other guy take your clients!” – jeez, wish I’d thought of that sooner.   The problem is that there IS good advice out there, but it gets buried in all the noise. Most gym owners quickly reach the Farmer Phase of entrepreneurship, and then get stuck. Not because they don’t have good ideas, but because they get buried in them. Good mentors act as filters: listen to them, and block out everything else. But if you don’t have a mentor yet, here’s how to separate signal from noise:   The Five Filters For Fitness Business Advice The BS Filter: Is this an idea, or a proven strategy? Did the guru actually use this themselves, track the data, and test alternatives? Or are they just excited about a new idea? The math filter. Which metric will change? By how much? and What will happen if I do nothing?  Should you actually be investing your time in something with a better return? The time filter. Do you need to do it now? When is best? Which of your other activities will this replace?  The variables filter. What’s the actionable step here? Is there something I ...
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What's Wrong With Your Website

How many people who visited your site last month booked an NSI? Most gym owners have no idea. But if I asked 500 gym owners, “Who has a great website?” almost all of them would put up their hands. Here’s why most of them are wrong. Your website should not be judged on its art. The purpose of a website is to convert your lead traffic to in-person consultations. Your website’s purpose is not to showcase your creativity. It’s not to list your options or tell your prices or share your schedule or brag about your equipment. It’s not even to show your coaches’ bios. Prospects don’t care about any of that stuff, even though you do. People care about themselves. Your website should tell them how you’re going to solve their problem. Think of your website as a boat in the middle of the ocean. You bring fish to the boat using paid ads, word-of-mouth, Affinity marketing, and all of your other attraction media. Then the boat brings the fish to dock. Then you eat. Any messaging, pictures or videos on your website that don’t serve that purpose? They’re extra weight. Sometimes they sink the boat. Your site should give just enough information to lead a client to book a No-Sweat Intro. That includes a few testimonials, and a description of how you’ll solve their problem. That’s it. In fact, our head of marketing, John Franklin, argues that most gym websites shouldn’t even list their programs. Listing “CrossFit, BootCamp, CrossFit Lite, SweatRx…” and other options actually stops a prospective client from clicking through, because the site is asking them to figure out what they need before they decide. That’s backward. A client should ask her coach what to do. Clients aren’t interested in your “playground”. No one’s googling “best gym community in Middleton”. Cut your website back to the bare bones; say less; tell them how you’ll solve their ...
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What Sticks?

Kids are sponges.   Last night, a friend texted me about her son’s experience at baseball camp. The boy is a very active, athletic seven-year-old. He’s bright and fun, and loves to play “shark tag” with me at Catalyst. He swims, climbs ropes, does pull-ups and wanted to try baseball.   In the middle of his first practice, a coach asked him, “Why do you run like that?”   “It’s how I run,” he said.   The coach laughed. “All the kids from Catalyst run like that.”   The boy told his mom later, “The coach made fun of how I run.” He’s not going back. Even if the coach was joking, kids don’t understand adult sarcasm. So professional coaches don’t use sarcasm with kids.   I was lucky enough to get some bad coaching early in life.   I can still hear a baseball coach telling me, “We get three outs in an inning. You got out twice this inning. Think about it.” I quit baseball soon afterward, and wouldn’t tell my parents why.   I can see a hockey coach standing over me while I tied my skates on the ice saying, “Hurry up, I know you’re faking a loose skate to get out of this drill.” Sure, he was a volunteer. And heck–it might have been true. I don’t remember. But 35 years later, I still remember the comment.   No one will remember what you say, but they’ll always remember how you made them feel. And when you make them feel bad, they’ll also remember how you did it.   I say I was “lucky” to get bad coaching as a kid, because the volunteers who coached me meant well. They were good people. They probably coached 12-15 kids in their free time after work, when they were tired and hungry. Their minds were probably elsewhere. But I do it for a living. I’ve coached thousands ...
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TwoBrain Marketing Episode 6: Oskar Johed

 Two Brain Marketing Episode 6: Oskar Johed   Today we are joined by Oskar Johed of CrossFit Medis. While growing up in Sweden, Oskar was very involved in sports and soon after graduating from college, entered the corporate world. It wasn’t until tearing his ACL that he came in contact with CrossFit and was instantly hooked! While recovering from his injury, the CrossFit Journal was all he had access to for killing time and keeping him going. It was soon after that he decided to quit his job as a banker and open his own CrossFit Gym. Today Oksar splits his time between his gym and traveling the work as a member of the CrossFit HQ Seminar Staff.    Today we dive into a range of topics including how Oskar spent around $15,000 last year which generated over $200,000 dollars in front end sales!     Don’t Forget about the 2019 Two Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both yourself and your coaches. Click hereto register and sign up now!   Contact Oskar: http://www.crossfitmedis.se/ https://www.facebook.com/people/Oskar-Johed/100005979647357 https://www.linkedin.com/in/oskar-johed-5768892/?originalSubdomain=se oskar@twobrainbusiness.com   Timeline: 1:32 – Introduction to Oskar Johed  4:21 – Changes in Oskar’s Gym before and after Two Brain Mentorship 8:44 – What originally prompted Oskar to sign up for mentorship 12:13 – The immediate changes as a result of the Two Brain Mentorship Program 14:22 – Holding a commitment with your Client and Staff 18:22 – How to retain Quality Control with your coaches 20:21 – Spending $15,000 on ads in one year! 23:49 – How to ensure successful conversion of leads 27:52 – The Key to Success for Oskar’s Gym Announcer:                            00:02                       Welcome everyone to Two-Brain radio. It is our mission at Two-Brain to provide 1 million entrepreneurs the freedom to live the life that they choose. Join us every week as we discovered the very best practices to achieve perfect ...
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