The fitness industry is frustrating. You and I both know it. As coaches, we face down falsehood every day: lying supplement companies, knockoff trainers, gimmicky Globos with gazillion-dollar budgets and ninety-nine cent membership fees. As the founder of the world’s best mentorship practice for gym owners, I see the same thing on a broader scale: fake consultants, copycat gyms, and rent-seekers who want to profit on the Movement that you and I built out of our mop buckets at 4am. There are times when I think, “That’s it. There are enough clients in my gym. I love them all. The atmosphere is practically perfect. We don’t need anyone else.” And I want to shut the doors tight, bar the current clients in and lock the rest of the world outside. There are other days when I think, “TwoBrain has 400 of the best entrepreneurs in the world. We can do anything. We don’t need anyone else. I’m slamming the doors.” Here’s why I don’t. I started writing DontBuyAds.com in 2008 because I felt like I was blowing the opportunity I had. I had a supportive wife who let me work as hard as I wanted. I had an obsessive work ethic and a very strong back and (at the time) some knowledgeable partners. I had Greg Glassman’s brand, and the power to get people VERY fit. I had a family that would let us sleep on the couch if I blew it and a country that wouldn’t let me starve. And STILL, I wasn’t building a successful business. I was blowing my big chance: the opportunity that over 99% of the world’s population will never have, and the remaining majority would refuse. I thought I was smart, but finally realized my ego was greater than my understanding. I got a mentor, and started publishing my notes. And I’ve published my notes almost ...
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