CrossFit Reform’s improvements from 2016 to 2024 are shocking:
- Net owner benefit double up.
- 100 percent gross monthly revenue increase.
- Average revenue per member double up.
- 500 percent increase in personal training revenue.
- Owner’s effective hourly rate increased four times—from $25 to $100.
A lot of upward movement occurred from January 2022 to January 2023:
- Gross revenue went up 28 percent, from $39,734 to $50,903.
- Net owner benefit went up 44 percent, from $6,467 to $9,295.
And here are the same two metrics graphed from 2019/2020 to 2024:
So what happened to put CrossFit Reform on the track to reach the elite level?
First, advertising didn’t happen. Owner Eric Conner has not spent significant money on paid ads in 11 years.
Instead, Eric worked closely with a Two-Brain mentor and “started treating it like a business.”
Looking to expand his family and be a great dad, Eric was faced with a lease renewal in a competitive market saturated with CrossFit gyms and fitness businesses.
“I can complain about high rent all I want. … At the end of the day, I’m like, ‘We just need to make more. We have so many opportunities,’” Eric said.
Guided by his mentor, Eric increased his focus. With a clear plan in place to grow his business, he took action to:
- Build a team whose members could help the business grow.
- Delegate more tasks.
- Focus on CEO work.
- Learn to lead.
- Diversify his revenue streams to generate more income and profit.
Eric also joined the Two-Brain’s Tinker program to level up and surround himself with the top gym owners in the world. Members of the Tinker program work with mentors to build rock-solid, super-profitable businesses and pursue other entrepreneurial ventures if they want to.
With CrossFit Reform posting greatly improved numbers, Eric used the support of his mentor and other Tinkers to branch out and buy an AirBNB.
The result of his focused efforts?
Eric became one of Two-Brain’s 54 Certified Millionaires (and counting). And Chris Cooper invited him to join our worldwide team of mentors so he could help other gym owners find success, too.
CrossFit Reform Profile
Brand: CrossFit
Model: Prescriptive Model (Eric tracked a 25 percent increase in revenue and retention after implementing the model)—group plus personal training plus specialty programs.
Location: Rancho Santa Margarita, California (between L.A. and San Diego).
Space/Lease: 5,300 square feet at approximately $16,600 per month ($200,000 annually).
Staff: 3 full time (including Eric) plus 4-5 part time.
Staff wages: Full-time employees earn between $50,000 and $75,000 with retirement match.
Client Count: 240
Average revenue per member: $250
Schedule: 10 group classes a day with 8-15 people each (about 50 classes per week)
Approximate 2024 Revenue Breakdown
- 70 percent group
- 20 percent personal training
- 8 percent youth
- 2 percent nutrition, older adults
Key Quotes From Eric Conner
Mentorship
“I started following Chris Cooper and a lot of his ways. I tried to do it on my own for a couple years and really realized I didn’t know what steps to take at what times anymore. And that was really when I started up—when I got myself a mentor. I did my intro call with Coop and everything, and it was amazing.”
“I had taken my business as far as I could without a mentor. I joined Two-Brain and have never looked back.”
Sustainability
“I knew that if I really wanted to keep the gym, I’d have to really buckle down and make it a real business. We were coming up on our first lease renewal at that time as well. … So I knew that that was going to be a big hurdle because it’s always going up, really, and it’s not going to get any cheaper out here. So it was really kind of like a ‘crap or get off the pot’ type thing, where we had to just buckle down.”
“I absolutely love what I do. I look forward to waking up and doing what I do. We change lives on the daily. I love our team. Like, if I really want to keep doing this, we need to make it sustainable.”
Revenue Streams
“In our No Sweat Intro—our intro when we meet the people and talk to them—we literally say, ‘Would you prefer training in a group or one-on-one training with someone?’ … That question changed our whole landscape because half of the people I thought that would like group were like, ‘Well, I prefer one-on-one.’ Or maybe it starts with one-on-one for a lot longer. And that just completely changed how our PT offerings went.”
Additional Resources
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