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Why I'm At HQ Today

Today, we’ll be talking about business at CrossFit HQ.  It’s the next step in a five-year conversation.   When I started writing DontBuyAds.com in 2009, it wasn’t a conversation. It wasn’t a seminar, either: it was just my notes. I needed help to make my gym profitable. The only business “help” available in the fitness business seemed so slimy that–well, it made me want to quit the business. I remember thinking, “If I have to do THAT, and talk THAT way, and mislead people…well, I don’t want to do this anymore.”   So I found a mentor outside the industry, spent more than I could afford for his help, turned my gym around, and shared everything I learned on my blog.   By 2013, people were asking me for help. I had published my first book (Two-Brain Business), but had no idea it would ever become the top-selling business book of all time in the fitness world. I was sitting in the Hilton bar during the CrossFit Games, talking to Jeff Cain about libertarianism and the affiliate model. I had no idea he’d ever be CEO of CrossFit, Inc. But I talked about the business of owning a gym because it’s ALL I ever talked about.   In 2016, I launched twobrainbusiness.com. I had no idea we would ever serve more than 500 gyms. I had no idea we’d work with entrepreneurs outside fitness who–like me–didn’t want to do business the old way, the slimy way, the salesy way.   In May of 2018, I passed my 2,000th free call with CrossFit gym owners. I’d been doing them for years (you don’t do 2000 calls in a couple of months.) Those conversations pushed me to KEEP building, because every single person on the other end of the line deserves to be successful in the gym business. We added mentors to the team. We added staff to help gym owners between ...
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Beginner's Guide to Facebook Video Ads

Video is changing the way people consume information on the internet.  Depending on who you ask, video will makeup 70-80% of all internet traffic by 2021. Additionally, people are engaging 5x longer with a video than with static content on Facebook and Instagram, so it’s important for business owners to learn how to share the message of their experience, their offer, and their service with video. But what’s the best way for you to get started with Facebook video ads? Check out this week’s video for the answer. Click to Watch! If you need help with your video ads, book a call with a mentor!
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How To Stop Panicking

Alright, you had a bad November.   Or maybe it was September? October?   Maybe it’s not your fault things went badly. Maybe people really DO stop looking for gyms after Thanksgiving. Maybe it’s an “industry norm”. Or maybe that’s all bullshit.   Maybe it’s not your fault, but it’s your responsibility to stop the bad month from happening again.   I clearly recall a horrible August and thinking, “I’m never, ever going through that again.”   For me, a bad month meant missing a paycheck, presenting the bad news to my wife, and cutting back on my kid’s birthday party. A weak revenue month meant a REALLY bad month at home. But that was a good thing, even though it felt horrible at the time. It meant I couldn’t afford to repeat my mistakes.   My first inclination was to ask, “Why was membership lower in August?” And the answer came down to attrition, back then: many of my clients took vacation time in August, so they stopped showing up to the gym. Some backed out of their memberships, but even more costly, many of my personal training clients were away in July, so their package renewals were pushed back.   I adopted a solution of many parts. The first was to plan a big “competition” in the first week of September, and charge a high entry price. Over 100 people signed up (especially for team events,) and that kept those 100 training more often in the gym, because the price for not training was painful (failure at the event, wasting the $50 entry fee.)   Second, we cut costs by cancelling our kids’ groups, all of our Friday night groups, and giving staff some time off. We adopted a seasonal class schedule to make sure we had space when our clients wanted it…and not when they didn’t.   We also froze purchasing through the summer so we’d have ...
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How To Win Fights On Facebook

Facebook is like the rap battle that never ends.   There’s no debating, just posturing. No point and counterpoint, no real discussion. Just one-upmanship and mic drops. There are no question marks on Facebook, not really; just a lot of exclamation points. Aggressive posts with passive-aggressive responses instead of arguments.   And you can’t leave the ring. Despite your best intentions and “facebook fasting”, your business needs you to maintain a media presence.   As the great strength coach Mel Siff once told me, “As soon as you plant your flag, people are going to start shooting.” You’re going to get a bad review, or negative comments. People will want to draw you into a fight. And every instinct you have will whisper, “Let’s do this!”   Here’s how to win the fights on Facebook:   Don’t get into fights on Facebook. There’s no benefit to you, or your company. You don’t need to win to win. If you’re attacked, delete the post. What are they going to do: post again? If so, revisit the first part of this tactic. If you get a bad review, you can’t delete it. But you SHOULD respond. Try this: “We’re so sorry you had a bad experience. We do our best to deliver the best XYZ in town, and our feedback is usually very positive. I’m sorry this wasn’t a good fit.” Sooner or later, everyone’s going to get a bad review. It’s like the first little scratch in your car: you can’t truly relax until it happens anyway. Go for a walk before you respond. Bad news can wait. They don’t deserve your full and immediate attention. Sun Tzu even recommends forcing your opponents to wait as a tactic in “The Art of War”. Read the entire post out loud to someone supportive. You’ll probably laugh. Get it out of your head and into the world where it can die of exposure. ...
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Methods Vs. Principles

By Josh Martin, TwoBrain Mentor   “Methods are many, but principles are few. Methods always change. Principles never do.” What this means is that principles stand the test of time. Methods can be thought of as how those principles are put into action. I think that we can all agree on some basic principles: clients should be assessed before any training takes place nutrition is a vital component to achieving the results someone desires recovery is an often overlooked aspect of performance enhancement Now let’s look at some methods with regards to the above principles: Do you perform a movement screen, like the FMS, on all clients? Or do you select something objective you’ve created in-house? Paleo, zone, keto? Meditation, prayer, sleep, cryotherapy, vibration plate, e-stim, static stretching, cold/hot tub plunges? When it comes to training clients in your gym, principles are the backbone on which everything else is layered. Being able to hip hinge, squat, press, pull, and carry – these are training principles we can agree are necessary. How you choose to implement each of these are influenced by the methods you choose. Going to a strongman, kettlebell, weightlifting, or CrossFit weekend course – these things are all great tools to go in your tool belt, but they are methods. Not principles. (In fact, CrossFit is referred to by creator Greg Glassman as a ‘methodology.’ So is the way Westside trains…it’s the ‘Conjugate Method.’) Here’s the take-home message – if you base what you do with your clients within the context of a method, you become limited. What happens when you don’t have that tool (like a kettlebell, or a barbell) at your disposal? How about if you have a group fitness class with 15 people, the workout on the board calls for rowing 500m every round during a 30 minute workout, and you only have 3 rowers? When you have a system to fall back on, and ...
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Episode 146: 1099 or W2?

 
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