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The Icon Problem

An excerpt from “Two-Brain Business 2.0“: The first hurdle to replacing yourself in any role is to solve the “icon” problem. As the figurehead for your business, members expect to see you in every role. They view your staff only as substitutes of lesser value. For example: Athletes ask which classes you’ll be coaching, and book around those times Clients aren’t willing do to some of their training sessions with another trainer “When will Chris be back?” is a common question in the gym “It’s not the same when you’re not here” is texted to you by a member. These are flattering at first: you feel loved and irreplaceable. But don’t fall into the trap. How will you ever take a week off without your business struggling? How can you ever sell your gym, or move on to a higher-value role, or make the time to improve your business? If clients are disappointed when you’re not around all the time, you’re an icon. That’s a problem. “My clients think I’m their personal servant!”—Have you heard that one before? “They think I can just drop everything and listen to their little dramas!”—I’ve been there. “They think I just drink coffee and surf the Internet when I’m not coaching!”—I’ve been there too. When I finally realized that a stable income meant working ON my business, I struggled to separate myself from the day-to-day stuff. I wrote blog posts and read articles while sitting at the front desk of my gym; clients felt like I was ignoring them. When I expanded and put in a small office, they’d knock and ask why I was “hiding” in there. I was frustrated because I really liked these people, and didn’t want them to think I was avoiding them…but needed to get things done or the gym would fail. I couldn’t say those words because I had to create the impression of success for their sake. ...
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Episode 20: Leadership, Loss and Larris Hutton

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Every. Damn. Day.

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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