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

June 6, 2019 Gym Marketing Podcast
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

June 5, 2019 Hiring Staff
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

June 5, 2019 Personal Development Podcast
  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

June 4, 2019 Gym Marketing
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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Certification

June 4, 2019 Vision
We’re Certifying our mentors now. Here’s why.   It’s very easy to call yourself a business consultant. Anyone can do it. Just like the term “Personal Trainer”: there’s no legal differentiation within the field. In fitness, insurance companies are the only filters; unless you have a certification, you’re not insurable. In fitness, the line for “certification” is pretty low. But in business, we can keep the standard high. Why? Because we’re setting it.   Introducing the Two-Brain Business Mentor Certification.   Our mentors go through a rigorous selection process. Here’s the criteria they must meet before going before a selection panel.   When they’re accepted into our training program, they go through a very long and thorough training period.   Before they graduate, they demonstrate expertise in helping gym owners focus; take action; and track their success. Our mentors draw on their long experience as owners and stand on our foundation of proven systems and data. Certified Two-Brain mentors are the living embodiment of knowledge and empathy.   Building a Certification process meant that an outside underwriter had to agree that we were worth backing. They spent a few months going through everything on our site before they were willing to take the risk. Their conclusion: we can back our mentorship with evidence and data. We’re not just guessing here. We make gyms profitable, and we can prove it.   No one else has ever taken this step to separate wheat from chaff. It’s too hard and too expensive. But gym owners deserve clarity: a hard line between tips and professional guidance.   What does it take to become a Certifying agency? A proven method of delivery (our Incubator is step-by-step) Proven, data-based curriculum from a broad sample size (over 700 gyms now) A quality control program (we have a full-time QC team to maintain our standard of excellence) A rigorous training protocol for new mentors An ongoing continuing education ...
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The Parachute Problem

June 3, 2019 Gym Operations
My kid needs to get faster on the ice. Do you train with parachutes? I used to train a lot of hockey players. Every year in early April, I’d start taking calls from hockey parents. The parents always “knew a little bit” about exercise. They read Men’s Health or saw commercials, and were attracted to trends in fitness. So they’d ask questions like these: “Will this training really work his core?” (2003) “I need her to improve her balance” (2005) “Her foot speed needs to go up” (2009) “Are you doing those poly-metric things?” (2011) “Do you use those new parachutes?” (2014)… In my early days as a coach, I’d spend up to an hour arguing with the parents. Most of the time, they promised to call me back. Then I’d see their kid running with a parachute at the track. Another coach would be holding a clipboard and cashing their check. I knew I could get the kid better results without the parachute sprints. But if they were training with another coach, I couldn’t help them at all. I was torn between buying flashy toys and sticking with what worked–and many coaches suffer from that same angst. Here’s what to do about it. Consistency gets results. Novelty gets clients. How do you balance the two? Well, here’s how our brains work: Dopamine and serotonin make us happy. Dopamine is secreted when your brain encounters something novel; and serotonin is secreted when you’re successful at something. The recipe for dopamine + serotonin secretion is to combine exercises that create these feelings: “This is new!” and “I am good at this!” This is the secret recipe behind CrossFit’s success. It’s the reason many would-be CrossFitters have gone to Orange Theory; the reason Zwift is king of online training; the reason Strava is the biggest fitness app in the world. It’s also the reason Candy Crush is so addictive: quick wins and ...
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