Transform your gym
in 5 minutes a day.

Get the no-BS morning newsletter read by 30,000 gym owners.

Setting Expectations

I opened my own gym because, like you, I am passionate about helping people and I believe CrossFit is one of the best ways to accomplish that. I thought that, to be a success, I would need to make every athlete who walked through my doors happy. In going above and beyond, I’d earn their loyalty and, just as importantly, their business for the long term. I’m sure this sounds very familiar to you. Some time ago, I learned a valuable lesson about the cost of doing too much for individuals, and why as business owners our focus needs to be on providing scalable services to the whole membership: one for all, not all for one. In the early days, I enjoyed being within arm’s reach of each client; taking in their input and responding whenever I could. As you know, as coaches we’re often approached by clients with limitations caused by current or past injuries, and the standard scaling and progressions that our coaches provide in every class don’t work for them. Instead, they need outright substitutions. I had one client in particular who I had gotten to know well. She attended WODs consistently and worked hard; we even had a couple of coffee dates where we talked business, workouts, and kids. When an old injury flared up on her, she began asking me and the other coaches for typical scaling for stressor movements. Of course, this was the norm for all of our clients and something that we were proud to accommodate. Those worked for a while. Then, as even the scaled movements still aggravated the injury, she began asking for different exercises she could do during the WOD in their place. Then I realized that we were scaling entire workouts for her daily, and personally spending more than 10 minutes with her in any given class. My husband Jason decided to write up a scaling guide she could use for every WOD that ...
Read More →

Why Gym Owners Need Business Mentors

By Ken Andrukow, TwoBrain Mentor and owner of Reebok CrossFit Ramsay If you don’t have a mentor, it can be difficult to understand the value of hiring one. Luckily, the industry we’re in gives us the perfect analogy with which to work. Replace “mentor” with “CrossFit coach”, and “business owner” with “athlete”, and now things make sense. We’re in the business of coaching athletes in functional fitness. The tools we use―burpees and box jumps, snatches and squats―they’re not secrets. But athletes come into our gyms to get coached on how to get the most out of their time doing these exercises. In one hour, they get the most efficient combination of metabolic conditioning, strength work, mobility, mental skills, so on and so on―this the core value we provide to our clients. Moreover, a CrossFit coach explains how to perform an exercise safely, helping the athlete avoid mistakes which cause injuries or prevent performance gains due to poor form. Some athletes would be able to figure these things out for themselves over the course of several months, maybe years. However, they see the value in putting themselves in the hands of someone who already has made the mistakes and will put them straight on the path to success. In the same way, our Two-Brain Business approach is systematic, just like CrossFit programming, but is personalized to your business and your strengths and weakness. What do you need to scale (hire the right person who has this strength)? Where should you push harder (devote your creative energy)? Are you addressing all of the areas you need to promote revenue growth? Mentors will show you how to get the most out of your business in the least amount of time, how to effectively apply your skills, and get you doing the right work to see gains in your business. WHEN DO YOU NEED A MENTOR? Going back to the athlete analogy, clients come ...
Read More →

Episode 70: Servant Leadership, with Tate Stewart

Read More →


“For this reason, they must believe in the cause for which they are fighting. They must believe in the plan they are asked to execute, and most important, they must believe in and trust the leader they are asked to follow.” ― Jocko Willink, Extreme Ownership: How U.S. Navy SEALs Lead and Win In the effort to be a better mentor, I study leadership a lot. I learn from my own mentors; read the biographies of leaders; listen to their words while training or driving my truck. Here are the things common to successful leaders: 1. They model the behavior they want from others. 2. They give clear directions, with no missing steps 3. They fall back on daily routines 4. They make a lot of mistakes, but never the same one twice. 5. They’re not confident all the time, but know it’s more important to appear confident than ambivalent. 6. They create other leaders. To break these down for business owners: 1. Modelling In college, I had a nutrition professor who was a walking textbook. She could recite data and draw tables about glycemic load and macronutrient profiles. But she also ate McDonald’s in her office after class. I can’t recall a single lecture she gave, but I can recall the smell of her desk area perfectly. This is sometimes an inconvenient truth, but “do as I say, not as I do” is ineffective. If you’re a parent, you already know it won’t work. But it’s easy to fool yourself into believing your clients don’t care about what YOU do. If you’re a hairdresser, your hair should look great every day. If you’re a personal trainer, you should work out. If you’re selling stocks and bonds, you should wear something expensive. Your staff will follow the example you set at your worst. Your adherence to your own rules will cue them to follow. If you break your own rules occasionally, they’ll break them ...
Read More →

The Power of Bandwidth, Focus and Momentum

The Power of Bandwidth, Focus and Momentum If you’ve spent any time on Facebook over the past six months, you’ve seen the video entitled “A Valuable Lesson For A Happier Life” In it, a professor shows his students that when you fill your jar of life first with the most important elements of life (family, friends, health, and passions), there is room for the more mundane tasks and priorities around them. However, if you fill up a jar with small, menial tasks, your jar is too full to fit in the large commitments that provide you with the most happiness. Make sure you take a little time out to watch the video again because I believe the analogy applies just as much to happiness as it does to your flow state as a gym owner. I want you to imagine that the jar represents the bandwidth of energy you have to devote to your business activities. It’s a finite space, and if you fill it with the wrong things first, you have no room for the tasks that provide you with the biggest return on investment. Imagine the sand in the jar are all the little tasks that you can spend time on in the gym like taking out the trash, repairing equipment or even coaching classes. These are necessary tasks that make a gym run, but should you fill up your jar with them? Coaching is a great example of a sandy activity. You feel that by coaching classes you’re keeping in touch with your clients and keeping your skills sharp. But much like sand, coaching spreads everywhere and gets into your shoes, your ears and your swimsuit (and that stuff chafes!). A one-hour class means one hour beforehand prepping and greeting athletes, one hour leading the workout, 10 minutes after to cheer on the last finishers, and another 30 minutes saying goodbye as people walk out the door. ...
Read More →

2017 TwoBrain Clients' Choice Award

[vc_row][vc_column][vc_single_image image=”13423″ img_size=”full”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]Gyms owners enrolled in the TwoBrain Business mentorship program are dedicated to excellence. They spend months working on systems to make your experience better; perfecting ‘best practices’; and collaborating on ideas that will improve your experience. We celebrate their attention to detail (the “left brain”) and care (the “right brain”) in their fitness practice with our annual TwoBrain Awards Ceremony. Each year at our annual Summit, we present awards to top-performing gym owners in our 7 Areas of Excellence. Many of these can be measured objectively through data collection and tracking. But one especially–Gym Culture–is beyond the limits of a spreadsheet. So we turn to you: the client. YOU are the reason the gym owner wakes up at 4am. YOU are their pride, their passion and their purpose. Their gym exists to serve YOU. How’s YOUR gym doing? Is it the best gym in the universe? Let us know! Nominate the owner of YOUR gym for the prestigious 2017 TwoBrain Clients’ Choice Award:       [/vc_column_text][/vc_column][/vc_row]
Read More →