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Two-Brain Marketing Episode 14: Jack Wheeler

Mateo: 00:00 – Hey, it’s Mateo of Two-Brain Marketing, and on this edition of the Two-Brain Marketing podcast, I’m talking with Jack Wheeler from 360 Fitness. Jack basically taught me everything I know about marketing, so I’m super excited about this week’s episode. You’re going to learn about how in the last year, Jack spent $52,000 on Facebook ads and generated $400,000 in new-member revenue. So you don’t want to miss this. Make sure to subscribe to Two-Brain Radio for more marketing tips and secrets each week. Greg: 00:31 – Two-Brain Radio is brought to you by Two-Brain Business. We make gyms profitable. We’re going to bring you the very best tips, tactics, interviews in the business world each week. To find out how we can help you create your Perfect Day, book a free call with a mentor at twobrainbusiness.com. We would like to thank another one of our amazing sponsors, UpLaunch. Over the amount of time that you’ve had your business, how many people have come through your doors and never signed up for a membership? When I first opened, I remember getting everybody’s name and emails because that’s what I was told was the best way to start the conversation with potential new members. The big problem was I never knew what to say. Over many years, I spent countless hours developing plenty of emails to send to these new members or people that were thinking about signing up for a membership. This took a lot of time, probably way too long, and could have been spent on more productive things. If you’re in the same situation I was, don’t waste any more time and book a free session with UpLaunch.  UpLaunch has over a hundred pre-built emails to convert new leads into members and when your members decide to take a break, they have a whole campaign to get them back through the doors. You have ...
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Let's Change The Industry Together.

“If that’s how I have to act to succeed in fitness, then this industry isn’t for me.”   The REAL low point of my career as a coach didn’t come when I was losing money. It came when I was losing hope.   In early 2008, I finally realized that I needed help to run my business. I had finally figured out that being a good coach didn’t translate into being a good entrepreneur, and I went looking for help. But what I found turned my stomach.   The fitness industry has always been full of snake oil, deceit and hustlers. I was used to bad behavior when it came to training, diets and supplements. But when I sought help for my business, I expected better.   What I found was bait-and-switch advertising; scammy sales pitches; fake “ownership” plots to keep coaches tied to bad gyms; and advertising gimmicks that just didn’t work. Everyone made claims; no one gave proof. It turned my stomach. And I thought, “If that’s what it takes to succeed in this industry, then I don’t want any part of it.”   Luckily, I found help outside the fitness business, and brought what I learned back with me. I started sharing these lessons on my first blog, DontBuyAds.com, and then continued to publish every day for the next 11 years. Some of the best early feedback I got was: “Stop telling people what NOT to do. That’s what everyone else does.”   That was great advice. The fitness business doesn’t need more critics. The fitness business needs action. So I started writing more tactical blog posts: “Here’s how to do THIS”, “Here’s the first step to X”, and “Here’s your Intramural Open Playbook.” I started doing free calls, and telling gym owners exactly what to do–without trying to sell them anything. To date, our team has done over 2500 of these free calls, and I did ...
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Episode 172: Gym-Management Software: Our Unbiased Review

Greg: 00:00 – Hey everybody, it’s Greg with Two-Brain Media, and on this week’s episode we talked to Jay Williams. Jay Williams is the Director of Products at Two-Brain along with being a mentor. He’s been with Two-Brain since the very beginning. We get into the major software companies that are in the CrossFit-gym industry today and the pros and cons of each. We also talk about the ranking system that Jay developed to give you the very best as a gym owner, and you’d be surprised of who scored the highest. Make sure that you guys subscribe to Two-Brain Radio to hear the very best ideas to move you and your business closer to wealth. Greg: 00:38 – Two-Brain Radio is brought to you by Two-Brain Business. We’re committed to helping a million entrepreneurs find freedom and wealth. We’ll bring you the very best of the business world each week. To find out how we can help you create your Perfect Day, book a free call with a mentor at twobrainbusiness.com Chris: 00:56 – Everybody hates their insurance company until they need their insurance company. My insurance recommendation is Vaughn Vernon of Affiliate Guard. Before I get into this story, I want to make it clear here that I don’t get any kickback for recommending Vaughn, but I’ve done it so many times. Whenever anybody online asks a question about insurance companies, I always say Affiliate Guard. Here’s why. Years ago when we affiliated with CrossFit, my insurance company dumped me, citing quote unquote “tractor pulls” that we were going to be doing, whatever the hell that is. I’ve never pulled a tractor in my life. I’ve driven lots of tractors and I can tell you, I don’t think I could pull one if I wanted to, but that’s besides the point. At that time, the person who swooped in and saved CrossFit gyms in Canada was Joanne LeGal, ...
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Two-Brain Radio With Sean Woodland, Episode 4: Zach Forrest

Sean: 00:00 – Hi everybody and welcome to another edition of Two-Brain Radio with Sean Woodland. On today’s episode I talk with three-time CrossFit Games competitor, training staff member, and owner of CrossFit Max Effort, Zach Forrest. Two-Brain Radio with Sean Woodland is brought to you by Two-Brain Business. For free advice and tips from best-selling author Chris Cooper visit twobrain business.com/blog. Today, Zach and I discuss some of the things that led to him having to close two of his locations in Las Vegas and the lessons he learned from the whole ordeal, his experience competing at the CrossFit Games and the time he lost his pants while coaching at a Level 1 Certificate Course. Certainly do not want to miss that. Thanks for listening everybody. Sean: 00:48 – Zach, thanks so much for taking the time to do this, man. How you doing? Zach: 00:52 – Absolutely. I’m doing well. How you doing? Sean: 00:54 – I’m doing OK, thanks. Usually we start with the CrossFit stuff, but because of what’s going on with a couple of your gyms, I want to start more on the business side of things. You owned two separate facilities, you had CrossFit Max Effort and CrossFit West Vegas and they both shut down. Why did you have to close the doors on those facilities? Zach: 01:19 – I’ll start with West Vegas because it’s typically for me, the easiest and most simple to explain. So we had been operating in the facility for a good amount of time and the city decided to change the ruling on some of the zoning and operation laws within our space. So we were in a very unique space, actually the only place in the city of Las Vegas to be zoned the way it is. It was business tech. And we had gotten cleared to be there. We didn’t need a special-use permit or anything ...
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Aligning The Vs

Have you ever seen geese flying south for the winter? They organize themselves in giant Vs in the sky. The front goose flaps hard; the rest benefit from their slipstream. In cycling, we call that “draft”, and it’s surprisingly powerful. When I ride right behind a tall guy, with my wheel inches from his, I can travel at the same speed with 30% less effort. You’ve probably seen this in the Tour de France, or with geese: one works hard, then drops to the back to rest and the next takes their place in the pace line. In business, there are really two Vs that create a slipstream for everything else: Vision and Values. Your job as CEO is to set the vision, and constantly reinforce it with your staff. That way, when someone else takes their turn at the front, they can keep the flock pointed in the right direction. Your other job is to make sure your values align with each staff member. Because if they don’t, you’re going to have problems that grow over time. Here’s how Vision and Values align (or don’t) with your staff: If your team clearly sees your vision and shares your values, you’re going to go far in the same direction. And you’re going to make life easier for each other. Moving clockwise to the bottom right quadrant: If you share the same values, but have a different vision for your business, it isn’t always bad: maybe they want a gym focused on training athletes, and you want a gym focused on health. You might eventually compete; or you might cross-refer. That’s up to you as a leader. Different vision, different values: this is just a job to them. They might work as a placeholder for the short periods, and that’s fine. Just make sure they aren’t keeping a better candidate out of an important seat. Same vision, different values (top left): the most common outcome is that they leave ...
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Two-Brain Marketing Episode 13: Jacqui Hamer

Mateo: 00:01 – Hey, it’s Mateo from Two-Brain Marketing and on this edition of the Two-Brain Marketing podcast, I’m talking with Jacqui Hamer from CrossFit Durst. I’m super excited about this week’s episode because you’re going to learn about how Jacqui spent $175 on ads and generated $7,000 in new member revenue, so you don’t want to miss this. Make sure to subscribe to Two-Brain Rdaio for more marketing tips and secrets each week. Greg: 00:26 – Two-Brain Radio is brought to you by Two-Brain Business. We make gyms profitable. We’re going to bring you the very best tips, tactics, interviews in the business world each week. To find out how we can help you create your Perfect Day, book a free call with a mentor at twobrainbusiness.com. Chris: 00:39 – 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 I would’ve said you have to have one splash page highlighting the benefits of your service. That’s true. The problem is that the benefits of your service change by the client you’re trying to target and so you need to be able to adapt. You need to be able to add your own landing pages. Your main cover page should reflect what your most important clients want. That’s going to be different from what my most important clients want. So a website that’s based on a template with the same kind of rotating image is not going to work anymore. I use For Time Design for the twobrainbusiness.com and Catalyst gym websites because those are the most important websites I own. I want responsive design that’s going to work well on mobile. About 60% of your clients are going to come through mobile and more in the future. I want a responsive designer, which means I can contact them to ...
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