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Two-Brain Radio Episode 3: Deacon Andrews

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Beating The "Quit" Fantasy

It usually happens on a Friday. Driving to the gym in the dark, first coffee steaming in the cupholder, you look at the clock and think, “In less than an hour, I have to be in front of people.” You haven’t showered yet. Your mind races through your morning checklist, and you know you won’t have time to do it all before the first client arrives. On less than six hours’ sleep, you’re tired. These days, you’re drinking too much coffee. Your training loads and intensity are going down. You react negatively to clients’ mistakes, and you KNOW it; you see yourself on a downward spiral. And you think, “What if I just quit?” Others do. Gyms close. Owners “retire” to other jobs. Some give up on gym growth and start side businesses: t-shirt companies, website design, or even consulting. But they don’t have to. It’s tempting to think, “I could just walk away. Get a real job. Be home on weekends.” Here’s how to break out of that rut: First, recognize the behavior as an emotional response to a logical problem. Some gyms are faring poorly, but others are faring VERY well. It’s possible. Second, don’t wait until you’ve hit rock bottom to make changes. If you’re breaking even, you might think profitability is right around the corner. But the systems that got you HERE won’t get you THERE. You’re a coach; you know this to be true everywhere else. You’ll probably have to take a step backward to move three steps forward. I hear from many gyms with 100 clients that aren’t profitable. On the other hand, one of my mentoring clients did $26,000 gross on 70 clients last month. Third, the answer to anxiety is service to others. Who can you help? Sherman Merricks (Dynasty CrossFit) invites all other local box owners to his gym once every month to share what he’s learned in the 321GoAcademy. Last week, ...
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How To Start A Remote Coaching Business

As I wrote in Two-Brain Business 2.0, an online coaching business is a scalable asset with little investment. There’s a great big world out there, and the coaches who enter the market first will benefit most. In the past, virtual coaching was limited by feedback: the coach couldn’t see the athlete, and had to live primarily by notes or the athlete’s memory later. I remember collaborating with another coach in 2005: he wrote her endurance program, and I wrote her strengthening program. Every week, he’d get on a call with her to ask how the training was going. It invariably led to an hour-long talk about her feelings with very little objective feedback. By contrast, I could see her perform in the gym and say, “You did that six seconds faster than last week.” Now that’s all changed. Self-photo and self-video is commonplace. Storage is cheap. Kevin Kelley believes that, in five years, virtual reality will be as commonplace as cell phones are now. And with a tiered approach, a good coach can earn more income in less time online than in person. What do you need for online coaching? A tiered pricing system. This will allow for a high-volume low price option, a custom option, and a custom-plus option. A great (but simple) website extolling the benefits (not features) of your programming A delivery mechanism as simple as Google Sheets or a more complex system An audience. As I wrote in “Help First,” you’ll have to establish your expertise before anyone will value your service. A system for receiving payment, tracking tiered memberships, collecting interest and sending email, storing video uploads and offering services. Here are the WordPress Plugins I use on Subscriptio – allows you to sell different service levels, and automagically controls access for subscribers. Memberships for WooCommerce – allows for autodialing every month, and links with Subscriptio Out-of-the-Box – allows users to upload videos to your ...
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Two-Brain Radio Episode 2: Jason Ackerman

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Two-Brain Radio Episode 1: Greg Amundson

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MMA-style Mentoring

A few years ago, I was watching a professional MMA fight at a nearby casino. I owned shares in a MMA business at the time, and we had several fighters on the card. While a fight was on, a tall man strode toward the stage, and stood at ringside with his arms folded, shaking his head. He wore a black turtleneck and black dress pants, and had a full head of silver hair. He looked like a lion. I later learned the “silver lion” owned a “traditional” martial arts school, and disapproved of MMA. He told his classes that a purist in any discipline could beat any MMA fighter, who jumped between all styles. Of course, he was selling one path instead of many, so his position didn’t surprise me. But everyone else asked: “Why doesn’t he just get in the ring and prove it?” A fighter with MMA experience knows that every discipline has strengths and weaknesses. Jiu-jitsu is fantastic until someone draws a knife. Boxing is perfect until someone falls down. In a “no-holds-barred” world, it’s simply no longer wise to become expert at one system and exclude everything else. Instead, an expert sees between systems and chooses his strategy based on the fight. For a beginner, any system will work. So the expert chooses one for his student. He says, “You can skip this part” or “You should spend extra time here. It’s important.” Then, when the student is ready, a new system is introduced. It’s true in the fight game: a student should become a good wrestler, spending years to master the sport, before she moves to MMA. It’s true in CrossFit: a student should master the squat and the pushup before doing “Angie.” And it’s true in business: a student can use a “funnel” or “free trial” if they don’t know what else to do. But mastery of one system is no longer enough. Now a ...
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