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[VIDEO GUIDE} How Just $1 Per Day Can Make a HUGE Difference

March 4, 2019 Gym Marketing
Last week, I wrote about ways in which owners of micro-gyms should approach their marketing strategies.  To review, gym owners have 3 key digital marketing goals: Goal #1: Build up your authority and likability, or “know-like-trust” factor Goal #2: Capture leads Goal #3: Make sales/generate new clients In this week’s video, I’ll walk you through how to build campaigns that will help you prioritize Goal #1 – I’ll show you how to nurture your audience and increase the amount of people that know, like, and trust your brand. You’ll learn how to take your best content and get out in front of the eyes of your prospective clients in your audience.
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What Do All These Numbers Mean?

February 27, 2019 Gym Operations
By Anastasia Bennett, TwoBrain Mentor   Imagine you are driving a car and the dashboard stops working – what are you going to do? Stop and fix it, right? It’s pretty crazy how many business owners are driving their business without their dashboard working.   As a business owner, it’s your duty to understand your business’ financial position. You must use numbers to analyze what you need to work on, and what to develop to help your business thrive. You must get reporting and analysis reports on a monthly basis. If you don’t know where your business is going, you might end up somewhere entirely unplanned.   It’s surprisingly common that business owners don’t know how to translate reporting into real life. Good news! It’s not that hard and we are here to help you.   Accounting and financials do not have to be complicated and can be explained in simple language.   The most important reports that you need to track and understand are: Profit & Loss statement Balance sheet Cash flow   Profit & Loss Your profit and loss statement is an accounting report that shows your income and expenses — and whether you made a profit or loss — over the financial year. It may also be known as an income statement.   There are lots of things that don’t show in the profit and loss report, things like: Debt repayment Loan repayment Lease on your car Tax payments Drawings These things are covered by one of the following.   Balance sheet The balance sheet is a more detailed accounting report that shows what you own and what you owe at the time of the report. It’s the ‘snapshot’ of your business’ financial position.   Cashflow Do you ever ask yourself where all money goes? Sometimes you look at your Profit and Loss and its showing that you made a profit but there is no cash in ...
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The Four Stages of Coach Development

February 26, 2019 Hiring Staff
Speeding Progressions By Controlling Variables: A Theoretical Model   When I want to talk about developing coaches, I call Josh Martin. Or Oskar Johed, or Josh Price…I’m surrounded by dozens of gym owners who have been serving their clients for over a decade. These guys know how to get people up the ladder. They also know how to HOLD the ladder to let other coaches climb.   Every gym has a unique coaching flavor. But we’re all humans. That means new coaches can benefit from a structured plan for coach development. Whether you call it an internship or a coaches’ education plan, you can introduce lessons and topics in a way that our brains understand.   New coaches at a gym that sells group coaching and 1:1 coaching have two variables to manage: Delivery of the lesson in an appropriate way (the owner’s way) Management of the client(s) in front of them.   In my experience, most gym owners combine shadowing classes with some kind of “I judge you judging them” assessment. In most cases, this “internship” is a much tougher process than the owner went through themselves–and that’s okay. No matter how you choose to lift up your future coaches, you can follow this structure. Stage 1 – Controlled lesson, controlled audience At this stage, the new coach can deliver a scripted lesson plan (like your OnRamp sessions) to one client at a time. In other words, the workout doesn’t change at all. And while the client will require some adaptation to the plan, the new coach doesn’t have to worry about starting a group on time or holding anyone’s attention.   Stage 2 – Controlled lesson, variable audience In this stage, the new coach can deliver a tightly-scripted lesson plan to an experienced group. They should not have to worry about making up a warmup or cool-down; or what skill to teach; or which points of performance to ...
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Episode 157: How To Run A Successful Competition, with TJ Belger

February 26, 2019 Gym Operations Podcast
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Are you making these common Facebook ad mistakes?

February 25, 2019 Gym Marketing
To succeed in online advertising, especially with increased competition in the digital marketing landscape, you need to focus on three key goals: 1. Establish yourself as a likeable and trustworthy authority figure in your market.  Most in the blogosphere call this the know-like-trust factor.   2. Capture leads (prospective client contact information) 3. Nurture your leads and convert them into new member sales This list is written in order of importance.  Most gym owners attempt to drive cold traffic directly to a signup page on their website in hopes of increasing sales.  As a microgym owner, however, your #1 marketing and advertising goal is to first prove to people why they should listen to you and consider your gym. You need to consistently provide value to your audience if you want them to know, like and trust you. You can create value in many different ways. You can write articles and blog posts, Facebook Live Q&A’s, video tutorials or webinars. Ask yourself, “what are the most common problems that current clients are looking to me to solve?”  List out those problems, prescribe solutions, and distribute those in the form of online content.   Your ads will consistently underperform if you skip ahead and drive traffic to a front end offer. Offer your prospects something of value first before you ask for the sale. You need to dedicate part of your advertising budget to audience engagement – to nurturing your audience with content.   Using your ad budget solely to advertise and promote your front end offer, like a 21-day rapid fat loss program or a 6 week challenge, will lead to suboptimal results.  When your front end offer looks and sounds the same as every other gym in your area, there is very little to set your apart from your competition. Instead, build engagement campaigns that educate your audience on who you are, what you do, and why you can ...
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What I've Learned From The Open

February 22, 2019 Personal Development
One of my favorite things about CrossFit is what it teaches you between workouts.   Last night was the 19.1 announcement. Here are the lessons I took away:   It’s not really about the workout. People don’t care about the wall-balls and rowing; they care about how it’s presented. I saw a huge outcry on social media after the 19.1 announcement last night. But unlike most years, when nervous people complained about the exercise selection, most of the complaints seemed to focus on the presentation: “Where is Castro?” and “Why is it in French?” Of course, without a Media team, the Open announcements won’t be the same. But the great news is: you can make your members get this excited about their workouts without HQ’s help. Take the Open announcements of previous years as your template. Create anticipation for the “big reveal” through your own media. Invite guests. Clean the gym. Clearly demonstrate the points of performance. Do it on camera. Change your lighting a bit. GET EXCITED! There was nothing done in the Open announcement that you couldn’t have done in your own box, my friend. (You can do this stuff every single day. And, once every year, you can do it bigger.) Here’s Kyle Stepp of Priority CrossFit doing a great job: Share your plans with your team. Your coaches are really the voice of your business. If they’re excited about the Open, your members will enjoy it. If they’re complaining, your members won’t. Include your coaches in the plan for future weeks; put them on camera; shoot your own “update show” between events. Take ownership of the Open. Communicate more than you think it’s necessary.  Communicate before you think it’s necessary. Tell people exactly what to expect. Tell them exactly what to do. Tell them why they’re going to love it. Keep selling them on it. Smile when you do.   The Open is already a great ...
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