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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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Episode 171: Free Trials (and Tribulations) with Kyle Racki

Greg: 00:01 Hey everyone. It’s Greg Strauch with Two-Brain Media. On this week’s episode we talked to Kyle Racki, CEO and founder of Proposify. We talk about Kyle’s new book, “Free Trials (and Tribulations),” along with learning more about Kyle’s life experiences that have led him to become a business leader. Subscribed to Two-Brain Radio to hear the very best ideas, tips and topics to move you and your business closer to wealth. 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. We’d like to thank another one of our amazing partners, Level Method. As a CrossFit gym owner, I know retention is key to keeping my business going for years to come. Retention is not easy though. People want to see success and if you don’t show them early they’ll find a place that does. This is where Level Method comes in. With Level Method, you are now able to guide your members through an amazing structure; it’ll give them a path to success. Once you have success, you instantly have motivation for them to continue, which will now be delivered to your members. Start systemizing the creation of powerful moments for your members today. Go to levelmethod.com to book a free call. Chris: 01:20 Hello Racki, welcome to Two-Brain Radio. Kyle: 01:22 Hey, thanks for having me Chris. Chris: 01:23 Yeah man, it’s a real pleasure. And you know, I got to meet you in person long before this book came out. You even mentioned back then that the book was coming, so I was anticipating it. It was even better than I’d hoped. So today we’re going to be talking about Kyle’s book, ...
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Done-For-You Hiring Plan and Detailed Job Descriptions for Gym Owners

Every entrepreneur says, “I wish I could clone myself.” But that’s not possible—yet. And it’s also wrong. Entrepreneurs don’t need copies of themselves. Instead, they need to find ways to spend as much time as possible growing their businesses. But time isn’t limitless, and that means entrepreneurs need to figure out how and where they spend their time and energy—and how to buy some of it back cheaply. Freed from low-value roles, business owners can reinvest that time in activities that grow the business and generate revenue. Many new gym owners wear more than a dozen hats: coach, admin, marketer, salesperson, cleaner, programmer, bookkeeper, maintenance person, and so on. Should the owner wear all these hats? The simple answer: No. Want to create your own business plan? Get a free editable copy of the Ultimate Business Plan For Gym Owners. Just let us know where to send it. Below is a short, non-exhaustive list of low-level tasks that often prevent entrepreneurs from growing their businesses. We’re not saying the tasks are unimportant. Some of them—like billing clients—are absolutely essential. But they’re not high-level tasks, and owners can teach others to do them with ease so they can get back to growth activities. Here are just a few important but low-level tasks a business owner doesn’t need to do: Mopping floors and scrubbing toilets. Shoveling and mowing. Maintaining equipment. Billing clients and grinding through administrative work. Opening the doors in the morning. Closing the doors at night. Living on social media. Coaching every class. Making workout posts. Many of these tasks can be assigned for a very reasonable hourly rate. Consider paying someone $12 an hour for admin work like answering emails and handling client accounts. An owner could offload five hours of low-level work for $60. Do you think you’d be able to generate at least $60 in new revenue if you had five free hours? The answer is an ...
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Two-Brain Radio With Sean Woodland, Episode 3: Margaux Alvarez

  Sean: 00:04 Hi everybody and welcome to another edition of Two-Brain Radio with Sean Woodland. On today’s episode, I am joined by six-time CrossFit Games athlete Margaux Alvarez. Two-Brain Radio with Sean Woodland is brought to you by Two-Brain Business. Learn how to generate profit and take your business to the next level: check out “Founder, Farmer, Tinker, Thief” by Chris Cooper, available now on Amazon. Margaux Alvarez has been to the CrossFit Games six straight times, her best finish was ninth in 2015; it was the same year that she won the Pedal to the Metal 1 event, the event with the pegboard being introduced for the first time. She is also the owner of the wine company, The Vine Yard. She joined me on the phone to talk about her recent appearance at the Rogue Invitational, her decision to step away from individual competition and how her athletic career has helped her become a successful business owner. Thanks for listening everyone. Margaux, thanks for being here. How you doing? Margaux: 01:03 I’m doing great. How ’bout yourself? Sean: 01:04 I’m doing well. Really appreciate you taking the time here. Just wanted to talk to you about the past weekend really fast and we got to see you compete at the Rogue Invitational. Final event, you did really well. You got an awesome send-off from the crowd and I’m just curious, what was that moment like for you? Margaux: 01:19 Yeah, it was an amazing experience to be able to have the crowd out there cheering and celebrating, obviously not only that workout but just the past years in the sport. It was just really euphoric and I’m very grateful for that moment and I hold it really special to my heart. Being able to see video of it and like see pictures. It brings a big smile to my face and I’m just really grateful for the ...
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How To Sell Online Coaching

Want to see a great ad for online coaching? Look at this:    Most fitness coaches will see this ad, watch the video, and go, “That’s weak.” “I could do so much better!” “Man, that dude’s range of motion / poor reps / postural alignment is terrible!”   Almost all fitness coaches see the ad and think: “I could do better.”   Here’s why they won’t.   When a fitness coach thinks about selling their amazing programming online, they think about attracting an audience to their programming. They don’t think about solving an audience’s problems. And that’s backward.   I chose the ad above because it solves a problem for a narrow niche audience. Cyclists know they *should* be doing some strength training, but they don’t know what to do. And even though the video demos were clearly shot in a CrossFit-style gym, the program owners never say “cyclists should do CrossFit.” Instead, they say “here’s how to be a better cyclist.” Because that’s all cyclists care about.   The coaches at Dynamic Cyclist understand how to place a “lens” over their knowledge. Here’s how to do it: Identify your smallest viable audience. Find ONE person you can help. Solve their specific needs. It’s best if this is a 1:1 client you train in person. Then duplicate that solution and sell it at scale. For example, if you train a collegiate-level basketball player, measure the metrics they care about, and then scale the program to a larger audience.   Go narrow and deep. Selling programming for CrossFit gyms has become very competitive. And selling the same program to everyone makes your product a commodity, which means it’s subject to downward price pressure. While the best systems (like BoxProgramming.com) are worth over $200 per month, most “gym programming” platforms charge $49 per month or LESS. And they provide full class templates and coaching cues. To make that project worthwhile, you have ...
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