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Episode 75: Why You Suck At "Selling" (And How To Fix It)

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R and R

By Ken Andrukow, TwoBrain Mentor   Defining the roles and responsibilities of your staff is a critical piece of building a business that can run without your presence. I’m going to be honest with you: this isn’t a fun project. But, it might be the most important thing you ever do if you plan to be a successful business owner. If you haven’t seen it, you should watch the movie The Founder. In a nutshell, it’s about the rise of McDonalds from a single restaurant into the empire that it is today. The success of McDonalds was based on the “Speedee Service System,” which broke all of the elements of making a hamburger into simple steps and assigned one simple task to each employee. Every employee knew the part they had to play in executing the mission, which was to deliver a perfect hamburger in 45 seconds. McDonalds grew from one restaurant in 1955 to 5000 restaurants by 1978. Without the “Speedee Service System,” that growth would not have been possible. McDonald’s isn’t paleo, but there’s a lot to be learned from their approach to employee training. As you grow your business, you need to ensure that standards are met without you having your eyes on every single class and sale. As you, the owner, move up in value you will need to devote time to higher value activities: networking, sales, management of employees, and hopefully also some time away from the gym. You need to make sure your employees are able to consistently perform the tasks you used to do. “Scaling up” means creating freedom for yourself, but many owners  find the quality of their members’ experience declines when they aren’t present. This isn’t a problem with your coaches. It’s a problem with how you communicate with your coaches. People aren’t mind readers. If you want a class to go a certain way, you need to take the time to write ...
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Episode 74: Coaching Kids, with Gretchen Bredemeier

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3 Reasons You Should Love Orange Theory and Other HIIT Trends

3 Reasons We Love Orange Theory and Other HIIT Trends If you’ve been around the mentors at Two-Brain Business, you’ve heard us discuss the importance of moving from a mindset of scarcity to the Abundance Mentality. This thinking isn’t some woo-woo hippie view of the universe, but a practical understanding of the fitness market and the position that CrossFit occupies within it. One way applying the Abundance Mentality is looking at the five-mile radius of opportunity around a gym and refraining from fighting over the same couple hundred fitness enthusiasts within that area. Instead, we should focus on the other 40,000 people in those five miles still sitting on the couch–now that’s an abundant market! We should apply the same thinking to franchises like Orangetheory Fitness and other HIIT programs which we see growing in popularity across North America. These gyms and systems are fantastic for CrossFit, and here are three reasons why we love them: 1. They are introducing masses of people to high-intensity interval training. Their marketing machine is effective at getting more people off of the couch and through their doors because they have made HIIT trendy, sexy and non-threatening. The “jump” to CrossFit (which we know isn’t a jump at all, but bear with me here) looks a lot more manageable after an athlete has some experience with other methodology. 2. These gyms have introduced a higher price point to the market at about $30/class. CrossFit used to boast the most expensive price tag in the group fitness category, but now, millions of people have been conditioned to see the value in paying $150-$250/month to pursue their fitness goals. 3. There is a built-in limitation and proverbial ceiling to their fitness precisely because they are replicable: athletes often reach a plateau with their results or experience monotony and boredom. We often hear how well P90x and Insanity work the first time, but on the second or ...
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Coach vs Owner: Mindset

By Ken Andrukow, TwoBrain Mentor Opening your own affiliate is an amazing way to get paid doing work  you love, helping your clients realize their goals, and changing lives. In your own gym, you can craft the dream job you’ve always been looking for. Loving your work is great, and there’s absolutely nothing wrong with that. But understand that the best self-employment scenario is just that: you’re employing yourself in a job role, and your goals need to align with that approach. That’s the self-employed coach mindset. However, what you may be finding is that there’s a gap between having the best job of your life, and other goals that you’ve realized are important to you: having more time to spend with family, travelling, contributing to your community, and building a team of leaders. If you want the ability to set your schedule, work less and earn more, and earn passive income, you need to change your mindset from that of a self-employed coach to one of an entrepreneur. You may be asking yourself, “why  can’t I do both?” You’re probably trying to do that right now, in fact. Which is why you’re here, reading this post: it doesn’t work. Have you ever tried to coach someone through their squat technique and then ask them to pay their current month of dues when they’re on the way out the door after class? That painful clash of roles is one absolutely no one can manage gracefully. To be effective as an owner you need to be free to do the hard tasks like money collection, and let your coaches be supportive and kind to your athletes. Shifting your mindset may be a challenge, but here’s a start. If you’re frequently asking yourself what you need to do to get better at something that needs to be done in your affiliate, whether that’s marketing, coaching or bookkeeping, then you’re seeking to fill ...
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Episode 73: Box Pilates, with Sara Benson

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