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The Path to Personal Training

By Jeff Burlingame, Two-Brain Business Mentor  If you are trying to grow your PT program, you first need to create a clear path for clients to get started. Think about the following questions  Do you offer a 1-on-1 Intro? Do you sell Personal Training and/or a 1-on-1 On Ramp option? Do you have a 1-on-1 or group On Ramp? Do your coaches sell Personal Training during/after On Ramp? Do you offer 30 minute “Skill Sessions”? How many coaches do you have offering PT? Do you create content to help grow interest? If you answered no to any of these questions, you may want to re-evaluate your process.  Take a step back and walk through your intro and On Ramp process as if you were a new prospect. The only way to maximize results for your members and your gym is by leading them.  Create a clear path. If you need more help, we are here for you. BOOK A FREE CALL   Jeff Burlingame Two-Brain Business Mentor Owner – Friction CrossFit
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Planning Your Year

Entrepreneurs in the TwoBrain Family spend December planning for the next year. First, we review “Perfect Day”. Then we choose their goals for the year that will lead to Perfect Day: income goals, time goals, lifestyle goals, and–maybe most important–service goals. We work on the owner first, and then the business, because the business should be a path to the owner’s perfect day. In other words, the business serves the owner…not the other way around. When planning the business’ year, I often use the “rocks in a glass” analogy. [You know the one: you put the big items–or “rocks”–in a glass. Then you fill the holes between the rocks with pebbles. Then you fill the holes between the pebbles with sand. Then you fill the tiny air pockets with water.] In the business, the “rocks” are service landmarks. They usually occur every quarter or so, but some businesses divide their year into 3, 5 or 6 sections. For the sake of example, we’ll stick with four. My service landmarks at Catalyst are the Intramural Open (beginning of March), the Catalyst Games (beginning of September), and The Gift (Christmas). Obviously, I need a fourth landmark, preferably in early summer. We have an incredible cycling community here; great swimming; and many people want to get out running after a long winter, so I’m going to tentatively create an early-June event we’ll call the Catalyst Duathlon. This is a placeholder; I might change the event later. But an endurance event is also a nice balance to the Gift in December, which is a combination of a weightlifting meet with a big charitable “give”. My calendar, divided into quarters, becomes: Intramural Open – March 1 Duathlon – June 1 Games – September 1 Gift – December 25 (all are approximate dates). Next, I’ll add the “pebbles” – the specialty programs to help my clients best prepare for each of the “rocks”. What can I ...
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Episode 83: 3 Tactics To Self-Motivation For Owners

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How To Be A Pro

Do you think Matt Fraser is learning how to air squat today? Matt Fraser is a professional exerciser. He’s awesome to watch (I hope you got to see him in Madison last weekend; I did.) He won the CrossFit Games and was crowned “Fittest on Earth” for the second year in a row. If you’re in his shoes this morning, do you go back to basics? Tom Brady has a throwing coach. After every season, he starts from scratch with his coach: learning the forward pass, just like he did as a six-year-old. Greg Glassman said: “Stick to the basics and when you feel you’ve mastered them it’s time to start all over again, begin anew – again with the basics – this time paying closer attention.” Steven Pressfield wrote “The Legend of Baggar Vance” and “The War of Art”. He also wrote “Turning Pro”, a book about developing habits and committing to a higher level in life. Steven is ALSO a professional exerciser, even though it’s not his career or even his passion. He’s a pro because he turns up to meet his trainer at the gym every day, even when he doesn’t feel like it. He learned to be a pro exerciser by being a pro writer. He doesn’t always feel like writing, but he does anyway. And on an interview this morning, he said: “The defining feature of a professional is the willingness to go back to basics over and over again.” Sounds familiar, right? When you finish OnRamp, you earn the right to call yourself a CrossFitter. That doesn’t mean you’re a professional CrossFit athlete. Not yet. You have a lifetime of learning ahead of you–and you’ll have to practice the air squat all the time–but you get to wear the same badge as me. Welcome, friend! When you take the CrossFit Level 1 course, you earn the right to call yourself a coach. That doesn’t ...
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Guidelines to Exponential Growth

PT Starter Kit:  Want to CRUSH Personal Training Sales? Here are some general guidelines to success: Drop the Trial Get them started sooner Refine your intro so that new prospects are happy to start today, not “dipping their feet in the water” Make On Ramp 1-on-1 instead of group Ask them “Would you feel more comfortable working with a coach 1 on 1 or in a group?” IF they answer 1 on 1, do you have an answer for them? Sell PT during On Ramp Don’t wait until the end of On Ramp to ask for the sale Talk about the benefits of 1 on 1 training Better yet, show them Produce PT content weekly Establish the expertise of your coaches Let them know what you offer How does it benefit them? Sell monthly plans instead of packages Month to month packages are much easier to set up and require no maintenance They are often worth much more long term Group your membership options instead of creating hybrids Rather than creating a discounted service specific only to a few individuals, try grouping membership options i.e. Ms. Jones does CrossFit, PT, Nutrition and a monthly In Body.  Leave the memberships all separate so she can keep them all for as long as she wants, or drop 1 or 2 options instead of all of them  This is the tip of the iceberg, but a great place to start nonetheless.  Refine the process to maximize the results If you need more help, we are here for you.BOOK A FREE CALL 
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Episode 82: Don't Call It A Bootcamp

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