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Two-Brain Business is the bestselling fitness business book in history. And some days, I think about pulling it off the shelves.   There are over 120 actionable steps you can take in that book. Dozens of people have told me “it saved my business!”. Thousands have read it, and then booked a free call with a Two-Brain certified mentor. Hundreds have leveled up in our mentorship program called the Incubator.   But there are three things I wish I could update in that book. Because the best advice evolves over time. Here’s how:   Gyms who seek mentorship from Two-Brain business are taught to track the metrics that matter. This helps gym owners see what’s working, and what’s not. Then they can make changes and grow, or double down on the things getting them results. And sometimes, their results are better than mine ever were.   Gasp!   When one gym owner raised her rates without losing a single client, we tested her strategy in a few other gyms. The results–measured by data–were amazing, and so we replaced my strategy with hers. A few months later, when another gym owner made one small change that improved his retention–measured by data–we upgraded again.   In fact, if you went through the Incubator four years ago, and went through it again now, you’d probably see a LOT of difference. That’s because the best advice evolves.   But if you’re not tracking success, it can’t evolve. Because without data, everything is a guess.   It’s pretty hard for a new idea to make the cut into the Two-Brain Incubator now. That’s because the actions we take in the Incubator are time-tested and proven. But we’re always looking at the outliers. For example, one gym owner just finished the Incubator with an ARM of $495 (that’s an average client revenue of $495 per month). Another gym owner just sold $50,000 in personal training in ...

You’re good at tracking numbers. As a fitness coach, you probably measure your clients’ body fat. You probably measure their progress on workouts and their max front squat. And then you take those numbers and plan the next steps. Right? The best coaches take control of the client’s journey to fitness. But not all coaches do. In business, you have to measure your profit, your revenue, and your expenses. But that’s where most gym owners stop. They can report their numbers to their mentor every month; they know where to find ARM and LEG in their management software. They know how to check their bank account. Some even know how to find leaks in their marketing funnel! But they don’t DO anything with the numbers. Instead of using their numbers to control their business, they let their business happen to them. We recommend Profit First for gym owners, because it helps them take control of their money. Instead of waiting to see what they have left at the end of the month, they write themselves a couple of checks at the start. Then they cash them. And then they work hard to make sure the money’s in the bank! It works. We teach the 4/9ths model to most gym owners for the same reason. Instead of making wild guesses about what coaches should be paid, or trying to figure out a percentage, we tie payroll to revenue. Coaches can do 1:1 training; make more for group classes; do semiprivate training; coach nutrition; offer specialty programs–but the gym owner never has to worry about starvation. And neither does the coach. We teach the Prescriptive Model to every gym owner. Instead of hoping their “community” or “WOD scores” will keep clients around, gym owners meet with their members quarterly to measure progress; then they decide what’s next or each client. Members aren’t left to guess about their progress, or wonder if another ...