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By Jay Williams, TwoBrain Mentor How often do you reach out to your mailing list? Assuming you have a mailing list…if you don’t go get one then come back and read this. It’s likely if you have a list that you email on average once or twice per month. You put together a monthly newsletter with your most popular posts, or announcements of upcoming events and courses, and maybe an athlete of the month. If you’re like me, you figure out how to use Mailchimp, find a cool looking template with lots of pictures and colors, spend 3 days gathering info and making it “just right”, then hit send and hold your breath. Behold! The newsletter your list has been waiting for!!!! I would do this every month, and it always fell flat. I’d get a few clicks and a few responses, and many of my members still didn’t know what was going on when I brought up events in class. Half the people on the list never even read the email. And why would they? Look at what your email has to compete with in their inbox? After months of doing this, I was ready to quit emailing people altogether, because it seemed like a waste of time. But you always hear about how email is the best way to reach people if you can do it right. So I did some research in my own inbox. Which emails did I actually read? They all had a few things in common: -they were short -they didn’t have pictures or colors -they told stories -they had one or two calls to action max. -they showed up in my inbox 2-7 times per week! I dug a little further and found out most of these emails were from people running 6 and 7 figure businesses online. Maybe they knew something I didn’t. So I decided to run my own test. What ...
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A Smelly Gym

By Jason Williams, TwoBrain Mentor Growing up, I briefly attempted to learn boxing. I remember a few things: stance and footwork, beating a heavy bag, and how to throw a straight punch. But the thing I remember the most was the smelly ass gym. It was FUNKY. That sweat smell that gets into the gloves, clothes, floor and walls. It never comes out, and eventually gets in YOU. The memory is so vivid that when you see boxing gyms TV, you immediately smell the funk all over again. It makes you think of the bell ringing, the sound of the bag, the whir of jump ropes, and working hard. Back with CrossFit started, all of the gyms had that same smell. You’d walk in, see the home-made equipment, the dark/dirty warehouse, and smell the smell, and it told you “this place is serious”. Things have changed over the years. Nowadays if you walk in and smell that funk, it tells you “they just don’t care” That mixture of body odor and the chemicals they use to try and mask the smell is a signature of bargain gyms. (except on Fridays at Planet Fitness, when it’s also the smell of free pizza) Combine that with the poorly maintained equipment, and questionable people training alongside you and it’s no wonder you never want to show up to work out. Good luck getting results in that kind of environment. On the other hand, the best CrossFit-style gyms have ditched the old equipment, the dank and dirty warehouses, and opened the windows to let the smells out. They are full of people who work hard and encourage each other, and owners who care about your experience, from the cleanliness of the floors to the quality of the coaching. Most importantly, they care about your results not just your membership dues. What does your gym smell like?
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Episode 19: How To Sell Your Gym

 
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The Founders' Club

[An excerpt from Help First: Sell Less. Profit More.] Over the last few years, I’ve worked with consulting clients to help them open their businesses with 50, 60, or even 70 members already pre-registered. My all-time record is 94 clients committed in advance (that means the business owner is already holding their check, ready to cash it on Opening Day.) First, CrossFit Prototype opened with 54 members pre-sold; then CrossFit Belleville took the title with 63. Lowry CrossFit held the record with 70 members enrolled by the end of their Grand Opening day. Currently, CrossFit Apogee holds the title with 94 (but that will likely be broken by a client in Minnesota before you read this book.) How are they doing it? By offering extra value to create a sense of immediacy for potential members. By offering pride for early adopters. And it doesn’t cost them anything. Our strategy, in a nutshell: First, lay the groundwork. 1. Create context. Tell your story on your website and Facebook. What brought YOU to try CrossFit? What made you stay? Why did you want to coach? Why do you want to open your own gym? When people feel that they know you a little, it’s easier for them to trust you quickly. 2. Establish expertise. Write knowledge-based content. Show the audience your expertise; earn trust before you earn money. 3. Get your website up, and establish your social media presence as soon as you can. Give people a place to go to find answers to their questions. Next, attract attention. 4. Take your kettlebells to the park, for example. Set up a sandwich board. Run around your parking lot. Wear your box’s t- shirt. Take gift certificates to trusted service providers around town. Invite “talkers” to a “free preview” workout. This list is long, and we work through it in the Mentoring Program, but these ideas are all effective. Offer increased value for ...
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The 7 Areas of Gym Excellence

So, how’s business? Unless you answered, “Perfect,” this post is for you. (If you DID answer “Perfect!” skip ahead to the Gym Checkup just to make sure.) Most gym owners have a ton of ideas to improve their business. Some of them have EXCELLENT ideas. But most simply don’t have time to execute; or they’re too busy scrambling for cash flow; or they need someone to say, “Do this by Tuesday.” To help you best, we’ve broken your gym down into seven measurable Areas of Excellence. They are: Metrics That Matter ARM (Average Revenue per Member), LEG (Length of Engagement), Profit Ratio, Fixed Costs and Net Income. These are the important ones. Stop working for free, and stop trading coaches for membership. You can keep clients for over 10 years…but you have to track. Owner Lifestyle How close are you to your “Perfect Day”? How much time are you working? What’s the value of your time? Are you building assets or have you bought yourself a job? Coach Education and Opportunity Research shows the best way to keep staff is to provide them with ongoing education and the ability to feel entrepreneurial (without the risk.) A salary is best for some staff…and worst for others. Are you putting people in their best positions? We built UpCoach to train staff, and teach Intrapreneurialism to keep staff long-term. Culture Measuring culture is subjective (we know it when we see it.) Is it really the best hour of the client’s day? Is your community really as strong as you think? When all else fails, we can send a mentor to your gym as a “secret shopper.” Client Experience Net Promoter Score, client surveys and coaching feedback forms are good tools. Knowing how to use that data to improve the experience requires a high level of emotional intelligence (EQ.) One example is our super-popular Intramural Open. Resilience How robust is your business? What percentage of your ...
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The 3 Ps, and How I Overcame Them

By Danielle Brown, Two-Brain Business When I opened my affiliate in 2011, I wrote every day. And I mean every.single.day. I wrote about every topic you could imagine; from proper shoes to hand care to Paleo to pull-up technique and everything in between. I wrote feverishly and delivered to our tiny community every day. I had no fear back then. Maybe because my audience was a lot smaller and I knew that most people reading our blog were complete beginners to our sport. Maybe it was because blog articles were all I knew; the box I began CrossFit with also wrote informational articles every day, and I refreshed my web browser ten times six nights a week around 7:30pm just to read them. Sometimes I looked forward more to reading the article accompanying the blog than I did the actual workout. As a complete noob to CrossFit, this information was paramount. It was like reading a foreign language, and I wanted to know as much about the culture as I could soak in. Fast forward a couple years, and like it did for all of you, life at the gym got busy. I went from napping at the gym to dreaming of naps. And my writing seemed to fall the wayside. Six blogs per week turned to three, and eventually three turned to one- on a good week. And in that time, lots of gyms were opening all over. And putting out good content. Like real good content. I suddenly started comparing my writing with all of theirs. How could I compete with the Invictus blog or the Verve blog?? I’m probably not even writing the right stuff anyway… Then I got the bright idea to just publish links to all those other blogs for my members to read. Needless to say, I really could’ve used some Coop advice back then. My problem wasn’t that I didn’t know the information. ...
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