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A fishing rod with a gleaming gold reel sits in a holder on a boat with a brilliant blue sky and sun above an ocean with small whitecaps.

Defining Real Wealth

September 25, 2019 Vision
A simple tale of a businessman and a fisherman reminds that wealth takes different shapes. Material ownership is a part of it, of course, but real wealth is freedom.
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The Two-Brain Radio logo next to a headshot of smiling athlete Carleen Mathews.

Two-Brain Radio: Getting Through Tough Times Using CrossFit With Carleen Mathews

September 25, 2019 Gym Operations Podcast
Sean: 00:04 – Hi everybody and welcome to another edition of Two-Brain Radio with Sean Woodland. Today I talk with four-time CrossFit Games athlete, Carleen Mathews. First: “Founder, Farmer, Tinker, Thief” by Chris Cooper is the blueprint you need to start or grow your business. But don’t take our word for it. Reader Mary Boimila says, “If you’re thinking about being an entrepreneur, are an entrepreneur or know an entrepreneur, wait no longer and dive right in.” Get your copy of “Founder, Farmer, Tinker, Thief” on Amazon today. Carleen Mathews has competed at the CrossFit Games three times as an individual and once as a master, and she just finished second overall in the 35-to-39-year-old division at the 2019 Reebok CrossFit Games. We talk about her experience in Madison this year, how CrossFit helped her get through a pretty difficult time in her life and what she is currently doing to help people who are dealing with addiction. Thanks for listening everyone. Carleen, thank you so much for taking the time to do this. How are ya? Carleen: 01:07 – I’m great, thank you. Thanks for having me. Sean: 01:10 – So first things first, you just finished second at the CrossFit Games in the 35-to-39-year-old age group. What was that experience like for you? Carleen: 01:19 – It was a really, really cool experience. I didn’t really have any expectations going into it. So to place second was—I mean my coach and I kinda talked about it. It was like probably one of the greatest athletic accomplishments of my life. So it was really cool. Sean: 01:43 – How does training for the Games as a master differ from training for the Games as an individual? Carleen: 01:52 – Well this year I changed a lot of my training. It didn’t require me to do as much volume as you know, training as an individual there’s a lot of ...
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To illustrate the article "What Is Wealth," a hand drops coins into another hand below.

What Is Wealth?

September 24, 2019 Vision
Our culture's preoccupation with money creates confusion about wealth—perhaps because the people talking and thinking about money the most are the ones who don't have it. Material ownership is part of wealth. But wealth is really freedom.
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Gym owner Ashkan Amirsoleymani swings a kettlebell overhead outside CrossFit Rittenhouse.

Two-Brain Radio: Partnerships With Ashkan Amirsoleymani

September 23, 2019 Gym Operations Podcast
Mateo: 00:02 – Hey, it’s Mateo of Two-Brain Marketing. On this edition of the Two-Brain Marketing podcast, I’m talking with my business partner Ashkan Amirsoleymani from CrossFit Rittenhouse in Philadelphia. We co-own the gym together so you’ll learn all about our partnership and how we market and sell in a big-city competitive market. You’ll also learn about how Ash approaches sales when we have a competing CrossFit gym eight feet away from our doors, 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: 00:33 – 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. Greg: 00:51 – 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 that’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. Mateo: 01:29 – Welcome to the Two-Brain Marketing podcast. I’m your host, Mateo Lopez. And today we’ve got a very, very, very special guest. We’ve got Ashkan Amirsoleymanimir. Ash is the owner of CrossFit Rittenhouse. I also have a hat on that says CrossFit Rittenhouse ...
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To show the concept of franchises, a finger and thumb place a small wooden block with a storefront on it in a line of identical blocks.

Why We Don't Sell Franchises

September 21, 2019 Gym Marketing
It had been a long day at CrossFit HQ. I was tired after nearly eight hours of talking about business. But this question really perked me up: “Why can’t you just give us a playbook that tells us exactly what to do?” It was a surprising question because of who was in the room. We’d been asked to visit HQ and give a one-day business seminar for gym owners around Santa Cruz. But high-ranking seminar staff—including Nicole Carroll—were also in the audience. So I wasn’t expecting a question about a franchisee model. I answered that CrossFit is a licensee model that combines the opportunities and challenges of a free market. Anyone can start a CrossFit gym. That’s an amazing opportunity to leverage the world’s largest fitness brand for almost zero dollars. The flip side is that it’s impossible to provide testing, research, data or proven methods for that price. At $3,000 per affiliate per year, there’s simply no budget to test best practices or even to regularly survey owners in a meaningful way to figure out what’s working. Total freedom means total freedom: no guardrails, no guidance. Just an amazing opportunity to help people. But the question actually meant something different: “Why don’t you (Two-Brain Business) sell a playbook?”   We’d Rather Teach Than Tell   The person who asked the question knew that we have the playbook. We have a profitable model for running a box. If we wanted to, we could just sell that playbook, say “do it exactly like this,” tell people which clothes to wear and which ads to run, and then hold them to that standard. That would effectively make us a franchisor. We could easily charge $150,000 per year per franchise because we can provide more than any microgym franchise out there. Who else gives their clients 1:1 mentorship? No one. Who else teaches them how to hire and train staff, how to build ...
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A portrait headshot on a white background of smiling Two-Brain Business mentor Jeff Burlingame.

Two-Brain Radio: The Golden Goose With Jeff Burlingame

September 19, 2019 Gym Marketing Podcast
Greg: 00:02 – It’s Greg Strauch of Two-Brain Media and on this week’s episode we’re hearing from Jeff Burlingame. Now, this was recorded originally at the Two-Brain Summit of 2019 and he dives into the topic of the golden goose. What is the golden goose? Making sure you have the right people in the right roles and if you’re causing burnout of your staff, how to avoid it. Make sure to subscribe to Two-Brain Radio to hear the very best ideas, tips, and topics to move you and your business closer to wealth. 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: 00:46 – 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 ...
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