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“Det hemliga kanin-programmet”

November 19, 2018 Gym Operations
Har du hört talas om “Det hemliga kanin-programmet”? Jag är säker på att du i varje fall har sett det: en medlem dyker upp i gymmet med en egen programmering som hen ska följa. “Programmeringen” är ett hopkok från olika hemsidor med styrkefokus, gymnastikfokus, konditionsfokus kryddat med “extra credits” motsvarade en halv veckas rekommenderad volym. Passen har valts för att de ser “roliga”, “jobbiga” eller “långa” ut – eller för att någon Games-atlet gjorde dem. Hur som helst. Nästa vecka har medlemmens programmering ändrats. Hen blir lika lätt distraherad som en hund med ADHD blir när den ser en kanin. Således “Det hemliga kanin-programmet”. Det driver vanligtvis coacher till vansinne. Men jag har absolut följt “Det hemliga kanin-programmet” genom åren i min träning OCH i vårt sätt att driva boxen. Jag ser en bra idé på internet och tänker “om jag bara gör små förändringar så kommer den passa CrossFit Medis bättre…” …och självklart funkar det sällan bättre än orginalidén. Och jag har ödslat veckor i processen. Tid tagen från vårt primära syfte – att hjälpa våra medlemmar till bättre hälsa och livskvalitet.  För att följa upp våra medlemmars utveckling har vi genom åren säkert lagt ner runt 500 timmar på att skapa olika nivåsystem. Vi klippte och klistrade från olika modeller från internet och ändå blev det aldrig bra. Vi är inte speciellt duktiga på sånt. The Level Method löste uppgiften åt oss. Ett annat exempel: Vi gjorde en väldigt stor ansträngning för att sätta ihop ett kostproblem. Det var baserat på all tillgänglig vetenskap, väldigt grundligt och i princip omöjligt för våra medlemmar att ta till sig på grund av komplexiteten. Sen kom vi i kontakt med Healthy Step Nutrition vars “Plug and play”-system säger “Gör så här, använd den här mallen och säg så här till kunden.” och våra medlemmar uppnår fantastiska resultat.  Ditt gym är unikt. Det betyder dock inte att du måste ha en unik lösning på ...
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Marketing Monday: Is This You?

November 19, 2018 Gym Marketing
I recently had a free help call with a gym owner who said:   “I tried running some ads, but after a week I couldn’t generate any sales… so I turned them off.” This brings up a great question- when do you know you have an effective sales funnel vs. one that needs to be shut down? If you need help optimizing your sales funnel, book a call with a mentor!   Two-Brain clients click here.   If you’re new to Two-Brain, click here.
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Excellence Doesn't Occur In A Vacuum

November 16, 2018 Personal Development
I used to think my job was “teacher”.   No joke: if you came to one of my CrossFit classes in 2011, you’d have probably watched me draw a graph. On the floor. In colorful chalk.   I’d have explained the force/time curve, or maybe fat metabolism, or energy expenditure during a Tabata workout.   I thought depth of explanation meant “excellence”.   I was wrong.   As a client, you wouldn’t have cared about the x-axis or Rate of Force Development in the deadlift. You just wanted to get as strong as possible in the hour; burn some calories; feel some burn. THAT would have made for an excellent hour. Time and money well spent.   Whose definition of “excellent” really matters? Let me pose the question another way:   A new client says, “Ugh, I haaaaate deadlifts.” Imagine you’re able to mask your shock (it would be hard for me, too.)   Is our job, as coach, to convince them to love deadlifts? Or is it to give them a different hip extension exercise, explain the benefits, and get them back again tomorrow, when we’ll try to introduce the deadlift in a different way?   Can coaching be “excellent” if the client doesn’t perceive it to be?   Is “excellence” the same as “expertise”?   And if it’s not, then are we actually pursuing imbalance by focusing on training expertise and ignoring the creation of excellent systems and delivery in our business?   I think so.   People don’t care how much you know until they know how much you care.    
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How to beat black friday

How to Beat Black Friday

November 16, 2018 Selling Gym Memberships
by Kaleda Connell, Two-Brain Business Mentor We never do sales. Ever. The reason:  Because I don’t want someone to say, “Oh, I’ll just wait until their next sale and then I’ll buy it.” It’s the same reason that Lululemon no longer has a sale rack (they integrate their sale items within the regular prices) or why Apple never has sales. People wait, or go straight to those items, and if they don’t find anything they like—they leave. You can compete in three areas in any business—value, price or convenience. We can’t compete on price, because that would mean we’re competing with “the globo gym.” That’s a price war we can’t win. Their business model is built on PIFs: people who “Pay In Full” and then never show up. That’s not us. Most CrossFit gyms can’t compete on convenience, either, unless they have way too many class times or are open 24/7. But our members pay for coaching, not access. Selling blanket access puts you back in the arena of the globo gym. So we must compete in the value arena—which means the people we attract see the value in the price we charge, they can afford it and they are not price shoppers. You, CrossFit and your gym are valuable. You are worth full price, and I’m betting you’re worth more than your current “full price.” Don’t devalue yourself, your coaches or your service with a Black Friday sale. Don’t try to compete with selling discount televisions and furniture. (If you missed Kaleda on Two-Brain Radio, you’ve got to hear how she went from startup to retired—at age 29—in under 3 years!) From Chris Cooper, Founder of Two-Brain Business: If you’re trying to get new clients over the holidays, we suggest a “Gratitude Day” in your gym. Thank your best clients by inviting their friends, family and coworkers to a fun little challenge on Black Friday. Teach them a tiny ...
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The 2019 TwoBrain Summit

November 14, 2018 Personal Development
The 2019 TwoBrain Summit is coming soon! This year, we’ll be bigger and better than ever! As always, we’ll have two separate speaking tracks in two separate rooms: one for owners, and one for coaches! REGISTER HERE. Our 2019 Venue is the Crowne Plaza Conference Center in Chicago, IL! BOOK YOUR ROOMS HERE – tell them you’re with the TwoBrain Business group!   Topics on the Owners’ side will include: The Client Success Manager: The Most Important Role In Your Business – Stories and Processes, with Brian Strump and Jeff Burlingame How To Change Your Life – Jay Williams Organizational Culture – How to Retain Your BEST Employees, with Eden Watson and Greg Strauch The Business Owner’s Lifecycle: Breaks, Vacation, Marriage and More, with Sherman Merricks Motivation and Leadership, with Anastasia Bennett Converting More Clients: Why You Need To Call Them NOW!, with John Franklin and Mateo Lopez The “Golden Goose”: Leaving a Farmer Behind When You Reach Tinker Phase, with Jeff Burlingame How To Start a Business Owners’ Group In Your Community, with Tammy Friedt Making Decisions: The 3-Question Process for Deciding What to Do, and When to Do It, with Josh Price How To Tell Compelling Stories About The Three Most Important Client Avatars, with Josh Martin The Apple Story, FFTT, Where Relationships Should Be Focused, and How, with Josh Martin   Topics on the Coaches’ Side Will Include: How To Make a Career In Fitness, with Brian Alexander …and plenty more to come! The TwoBrain Tinker Group will meet Friday, with topics like these: The Multiple-Location Model: Are You Ready? Should You Do It? With Jeff Larsh   We’re adding speakers and topics every week! Stay tuned here for more!   The TwoBrain Summit is the preeminent annual meeting for gym owners. Attendees come from around the world, and coaches focus on building their careers while owners focus on building their business. This year, over 350 participants will ...
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Episode 144: LinkedIn Ads, with AJ Wilcox

November 13, 2018 Gym Marketing Podcast
 
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