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How to Limit Your Financial Downside with Facebook Ads

March 11, 2019 Gym Marketing
Before you decide to launch Facebook ads for your business or your program, there are a few things you need to consider.  First and foremost- you need to establish a proof of concept.   Here’s an example – you are a gym owner who wants to build some additional revenue streams for your business.  You know there is a large population in town of people over the age of 50, so you decide to create a “Legends” or “Fit Over 50” program.  You want to use Facebook ads to sell the enrollments for this program.   Using ads at this point in the process would be immature. You need to first see if people in your network will buy this “Fit Over 50” service.  If you can’t sell someone who walks into your gym on that program, then the chances of you selling it to complete strangers on the internet is close to zero.   Even after you sell 5 people into your new program, you need to iterate on the service to make sure it consistently yields the results that you promise.   Only AFTER you establish that your program works and that there is demand (meaning you’ve been able to sell it without the aid of paid advertising), you can begin to make some hypotheses on how to increase sales with Facebook.   At this point, you’ll need to make some educated guesses on the types of campaigns you want to run.  Form a hypothesis on the message, the media, and the market.  Meaning, you’ll need to make a few guesses on what combination of ad copy and imagery will resonate with the audience that you want to target, but you should have some preliminary data with which to start out.  If you’ve been able to successfully sell your program without paid advertising, then you’ve interacted with your potential clients, you know a little bit about their challenges ...
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The 90-Second Rule, and 10-Year Clients

March 9, 2019 Member Retention
Why do people stick around your gym for the long-term?   Is it excitement? Novelty? Education? A combination?   Any of these might be the primary reason. But people QUIT when they stop learning (that’s most important,) stop finding your service novel (second) or stop finding the gym fun (important, but not most important.)   I study human behavior and motivation more than I study weightlifting now. After almost 20 years in the fitness industry, I know the long game is more important than anything else. I’m finally starting to understand why people quit gyms and why coaches stop coaching. Education is the linchpin.   There’s a ton of research on employee retention and education–more on that on the TwoBrainBusiness site. But coaches should know one thing about keeping their clients engaged:   When they stop learning, they’re done. One of the ways we ensure constant teaching is through the 90-Second Rule: ensure every client in every class receives at least 90 seconds of one-on-one instruction.    90 seconds doesn’t sound like much. But it’s enough time to watch a client do a squat, suggest one point of correction, watch them perform, and move on.   After all clients have been covered, the coach returns to the client who needs the most support: the person at the limits of their competency, or the girl going for a PR.   My friend Sean Manseau uses a technique he calls “sharking,” where he’s in constant circulation and looking for movement faults. I like his strategy, but prefer to be proactive and provide coaching to everyone regardless of need.   I do the same for coaches: teach in advance instead of reactively. Because when coaches stop learning, they’re done.   The 90-Second Rule creates a minimum standard of constant learning. If clients want more, they can simply move to personal training. But little nuggets, delivered over time, is what keeps them moving down the ...
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Episode 158: Your Strategic Advantages, with Josh Martin

March 7, 2019 Gym Operations Podcast
Announcer:                            00:02                       Welcome everyone to TwoBrain Radio. It is our mission at TwoBrain 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                       Debt is a tricky subject in our world. We’ve been taught by HQ to avoid debt, to accumulate cash and then when we’ve got enough money to spend it, but in the business world, the reality is that there’s good debt and there’s bad debt. Good debt creates an asset and there’s also something called opportunity cost. Meaning if you wait until you can afford something, you probably never will be able to afford it and you’ll be missing a ton of opportunity. In the meantime, let’s say for example that you were bursting at the seams and your clients couldn’t attend the 6:00 PM class anymore because there was a waiting list, so they started canceling their memberships. You’re missing an opportunity cost here. The opportunity to keep your current clients because if they’re paying for a membership and they can’t attend, they’re not going to keep that membership for long so you’re looking to expand and so you’re going to have to take on some debt or you’re going to wait until you have the $10,000 or whatever that amount is to buy the new equipment. Chris:                                         01:23                       You can keep turning new clients away while you wait and try and accumulate this money or you can leverage the capital through guys like rig equipment requirement is a partner that we chose a two brain business because their commitment to crossfit and their commitment to helping first has been proven over several years. I got to admit, I shy away a lot from money people. It’s intimidating to work with people who understand money and finance better than ...
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Alphabet Soup For The Soul: What Credentials Really Mean

March 5, 2019 Hiring Staff
After four years of University and a CSCS, I knew everything there was to know about fitness. Then I got my first client; a soccer / basketball player who wanted to look good for college coaches. The first question that immediately struck me was: “But what do I actually DO?” My education didn’t survive first contact with a client. So, I thought, I’d better get another credential. I found the ISSA, and ordered their textbooks. Back then, they actually put big books in the mail. I read Dr. Fred Hatfield’s take on training athletes (hint: squats), overweight people (squats) and people with bad backs (squats.) I read and tested and read and tested, until I earned so many credentials that I needed a longer business card to print them all.   No joke: for awhile, my business card said “Chris Cooper, BSc., CSCS, CFT III, CSC”. If I could have listed all of the supplemental courses I took on nutrition and running and football training, I would have.   I hadn’t yet learned how much I didn’t know.   Sure, I had earned the right to call myself a serious student. But I was far from being an expert. My education was imbalanced between theory and practice. And it wasn’t only me: there’s a famous story of Paul Chek calling Dave Tate a “dump truck” in an online group. (Dave told the story on my podcast here). Dave had just squatted over 900 pounds; he knew a lot about strength training. Chek loved to cite research. He had a ton of letters after his name, too. But he’d never squatted 900 pounds, or trained a professional powerlifter.   In truth, credentials don’t make you a better coach. They might reassure your clients a little, but no credential will ever get you clients. And nobody’s checking the validity of your credentials: not your current clients, not your future clients, and not ...
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How To Start A Kids’ Program From Scratch

March 5, 2019 Gym Operations
by Gretchen Bredemeier, Two-Brain Kids Program Mentor I am so excited you have decided that you want a Youth Program! Here are a few tactics that will set you off on the right foot!  1. You are going to need a coach/program manager that fits a few parameters. You are looking for a hard-working and energetic coach who is excited to create (within parameters) and who sees the long-term value of what they are doing.  You need someone who communicates well with you, someone that believes in your values/mission, and someone who is willing to make mistakes, educate themselves, and try again.  This person should have or develop a long-term vision for what they want and discuss it with you before you consider them as a Program Manager.  2. You need to wait until parents are asking for it. Scarcity is always your best friend. You want few enough events that they fill up.  You want to start with few enough classes that the kids and parents want more! If it’s your idea- you just want the money.  If it’s their idea then you are serving your clients, doing it for their best interest.  If it’s their idea then you can truly Help First! Typically, the same concept applies for adding additional classes.  While it’s good to get ahead of things (plan for classes you want to start in the next year), you want to start them when clients are asking for them.    3. The best way to begin is with a 6-week session where parents pay up front. 6-week sessions are the best way to start!  There are a few reasons for this. 6-weeks is a short enough time frame that parents can more easily commit, but long enough for them to see obvious results and understand the value of your program. 6-weeks is also longer than a month, which allows you to price well, because parents don’t tend ...
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[VIDEO GUIDE} How Just $1 Per Day Can Make a HUGE Difference

March 4, 2019 Gym Marketing
Last week, I wrote about ways in which owners of micro-gyms should approach their marketing strategies.  To review, gym owners have 3 key digital marketing goals: Goal #1: Build up your authority and likability, or “know-like-trust” factor Goal #2: Capture leads Goal #3: Make sales/generate new clients In this week’s video, I’ll walk you through how to build campaigns that will help you prioritize Goal #1 – I’ll show you how to nurture your audience and increase the amount of people that know, like, and trust your brand. You’ll learn how to take your best content and get out in front of the eyes of your prospective clients in your audience.
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