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You CAN Have It All.

Several years ago, I wrote a blog post saying, “Give up your athletic dreams. Focus on your business. You can’t do both.” I was wrong. You can do anything you want. The mistake I made at the time was to project MY situation onto EVERYONE. And my situation, at the time, meant choosing: building the business, or training more (or taking time off with my family.) Starting with a mentor started the path to my current state. And Greg Glassman gave me a mighty shove in 2013. I said, “I’d love to work for you, Greg, but I don’t want to sell my gym.” Greg said, “You don’t have to sell your gym. You’re supposed to be the expert at this. Figure it out.” So I did. Five days later, I had fired myself from coaching. Today, I coach four classes per week (my preference.) I spend about 20 hours per week on the phone. I write 4-5 hours every week, and talk with the TwoBrain team every day. I volunteer to coach my kids’ hockey teams. I run other businesses. And I work out with my beloved Nooners. Want to train for Regionals? You can. Want to JUST coach, and leave everything else to other people? You can. Want to take a month off? You can. You can, you can, you can. Anything. You can.
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Biggest ARMs In The West: Making Connections

by Ken Andrukow, Two-Brain Mentor [Editor’s Pun-meter: “ARM” is our acronym for “Average Revenue per Member.”] My career as a coach and gym owner started because I was successful at developing long-term relationships. The simple definition of relationship is “the way in which two or more people, groups, countries, etc., talk to, behave toward, and deal with each other.” I have successfully created several companies over the course of my career, and in each case, relationships were the reason for my success. In the mid 1990s, I ran a successful private equity fund. I traveled 300 days per year. I managed investments in 100 companies, a staff of 40 and other peoples’ money. None of this would have been possible without being good at developing strong, long-lasting relationships. When the the time came to divest the fund, I was left with a question: “What do I do next?” I reflected on the question that many of my colleagues asked me: “How do you stay in shape and live a balanced life?” Over the years they saw me train hard in the gym, eat healthy, and take care of those around me. It clearly left an impression. It also was proof to them that I was able to maintain balance when they could not. I wanted to stay connected to those that I worked with but didn’t want to continue in the finance field. I had already been doing CrossFit for a couple of years and now wanted to help my colleagues find life balance. I started taking clients as a coach. They were all people with whom I had formed lasting relationships over my previous career. They trusted me because they saw me living the lifestyle they wanted. If I had approached them without knowing them, they likely wouldn’t have signed up. These were guys who were traveling constantly; highly stressed; high-performing; and able to afford the serviceI was proposing. I would design a workout regime and a nutrition plan and have it all scheduled into ...
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Episode 18: Adding Nutrition

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90 Day Challenge Image

The Up-Coach 90 Day Challenge

We want to make your coaches better. We train the two sides of a coaching brain: the left (analytical) and the right (emotional.) We want your coaches to know movements and people. A major part of good coaching is understanding why a particular workout was chosen for a particular audience on a particular day. The “Why?” should always precede the “How?” We call this type of deliberate programming “Benefits-Based Programming.” Choosing workouts that are “hard for the sake of hard” or because “we haven’t done thrusters in awhile” is “Features-Based Programming.” Here’s more on the topic: Benefits-Based and Features-Based ProgrammingStarting your programming from “Why?” will also help the programmer answer the questions that make for great workouts: What’s the best way to achieve the result I seek? What’s the simplest way? (The Pareto Principle, or 80/20 rule) What’s the easiest way? It will help the coach scale the workouts appropriately, by asking: What’s the intended result of this workout? How can the client achieve the result without X exercise? If I had to achieve the result without X equipment, how would I do it? It will help the client answer: What is this workout doing for me? Why did I choose this gym? Why did I show up today? Even if you don’t adopt Benefits-Based Programming forever, spending 90 days focused on the “Why?” of your workouts will help everyone.
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Restricted Area

Sorry, Coach! This area is private for subscribers to our Up-Coach Program. See the plans here: Up-Coach
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Are We Building Coaches, or Leaders?

Our modern definition of “Coach” comes from Oxford University, around 1830. The word had previously been used to describe a passenger vehicle on a train, but Oxford’s slang definition referred to a tutor who“carries” a student through an exam. An instructor tells his class the answers. A Coach carries them through the exam. An entry-level coach should know her cues, her faults and her standards. But a professional coach is more: a professional is a leader. If we placed fitness coaches on Elliot Jaques’ model of competence, the hierarchy would look like this: Level 1: Group fitness instructor. “Here’s the playlist, here’s the sequence of movements.” No variance, no individualized attention. Level 2: Functional movement group instructor. “We’re squatting today. I teach the squat with these cues. If someone can’t follow these cues, then I use this cue instead.” Level 3: Trainer. “Jim can’t squat properly today, but he usually can. What’s different? He seems to be falling forward at the bottom, indicating his glutes might not be firing. I’ll ask if he’s been sitting more than he normally does.” Level 4: Coach. “Jim, I’ve seen you do a better squat, and I know you’re not one to slack on your potential. What’s going on in your life?” Jim: “I’ve been sitting more than normal. Work is crazy right now.” Coach: “Well, let’s focus on giving your brain a rest. Follow my lead, don’t worry about the clock, and just squat as low as this box. Your goal today is to just keep moving.” Level 5: Head Coach. Develops Level 4 Coaches in her own image. If this were a real model, Pat Barber would be a fantastic example of a Level 5 Coach (so would most of the L1 Staff.) If you agree with my logic and stratification here, you might also like “The 5 Levels of Leadership” by John Maxwell. Because in the higher levels–ta-da!–we’re not really developing fitness instructors anymore, are we? We’re really developing leaders. Not every gym ...
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