TwoBrain Marketing Episode 7: Coty Bradburn

TwoBrain Marketing Episode 7: Coty Bradburn

 Two Brain Marketing Episode 7: Coty Bradburn

Today we are joined by Coty Bradburn of CrossFit Mountain Island in Charlotte, NC. Coty grew up with a very sedentary lifestyle and it wasn’t until his late teens that he decided to change his lifestyle and start eating healthy and exercising. After losing 60 pounds, Coty dove into CrossFit full time in 2014. Coty soon bought his own gym and now enjoys helping others reach their exercise and fitness goals through nutrition, community, and empowering a healthy lifestyle. Join us today as we learn about Coty, his gym, and how he leverages paid ads to grow his business. 

Don’t Forget about the 2019 Two Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both yourself and your coaches. Click hereto register and sign up now!




2:38 – Introduction to Coty Bradburn

5:33 – Going from 6 Member to 50 in two Months. 

8:09 – Advice for people thinking about buying a gym

11:45 – Initial outreach and gaining customers for a new business

13:00 – What made Coty decide to join the Two Brain Family?

16:06 – In Coty’s words, what does he sell at his gym?

18:33 – The sales process at CrossFit Mountain Island

21:02 – How did CrossFit Mountain Island’s metrics change after the Two Brain Incubator

23:52 – The key to growing a successful CrossFit gym.


Announcer:                            00:02                       Welcome everyone to Two-Brain Radio. It is our mission at Two-Brain to provide 1 million entrepreneurs the freedom to live the life that they choose. Join us every week as we discover the very best practices to achieve perfect day and move you closer to wealth.

Chris:                                         00:26                       What makes a good gym website? The answer to that question keeps changing. Five years ago I would’ve said that you need this rotating banner image. Three years ago I would’ve said that you have to have one splash page highlighting the benefits of your service. That’s true. The problem is that the benefits of your service change by the client you’re trying to target and so you need to be able to adapt. You need to be able to add your own landing pages. Your main cover page should reflect what your most important clients want. That’s going to be different from what my most important clients want. So a website is based on a template with the same kind of rotating image is not going to work anymore. I use ForTime Design for the and Websites because those are the most important websites I own.

Chris:                                         01:12                       I want responsive design that’s going to work well on mobile. About 60% of your clients are going to come through mobile and more in the future. I want a responsive designer which means I can contact them to make changes and I want to know how to change my own oil. I want to know how to get in there and add my own post. I talk a lot about content marketing and that means I have to know the medium through which I’m delivering my content. Using ForTime Design has been my choice now for about three years because Teresa and her team are super responsive. She can answer questions for me, she can show me how to do it myself if I want to or she can do it for me if I don’t have time. She’s created a big series of videos for Two-Brain clients in our incubator and growth stages to watch so that they can do stuff like build landing pages themselves.

Chris:                                         02:01                       A lot of website companies try to pull the curtain in front of their knowledge. They try to hold a lot of stuff secret so that they can charge you to do the basic things. Just like in car maintenance, changing your oil, rotating your tires. If you want to do that stuff, awesome. If you don’t have time to do that stuff, take it to the garage. Theresa at ForTime Design gives you both options and she’ll even teach you how to do it yourself if you want to. I use and what made them an official Two-Brain partner is our firm belief in their commitment to helping first and a strong sense of service value.

Mateo:                                      02:38                       Hello and welcome to the Two-Brain marketing podcast. I’m your host Mateo Lopez. I’m one of the digital marketing mentors at Two-Brain business and this is going to be your weekly dose of digital marketing magic. Every week we’re going to go over marketing campaign strategies, useful tips and updates to keep in the loop on the ever changing landscape advertising on the Internet for Your Business. And in today’s episode we have a very special guest, Coty Bradburn. And you’re going to learn a little bit about him and his gym and how he spent, he was able to spend $2,000 in paid ads and generate over $12,000 in front end revenue. So we’re going to figure out exactly how we did that. And so, Coty, how’s it going?

Coty:                                          03:20                       Thanks. Awesome man.

Mateo:                                      03:22                       So tell people who are listening, tell us a little bit about you, where you’re from and, and your gym.

Coty:                                          03:28                       Yeah, so I’m from Charlotte, North Carolina. My gym is crossfit Mountain Island. It’s right outside of the city. We’re actually in a pocket, it’s not super saturated yet. We’ll see. I got the gym September of 2017 it had been a crossfit gym for four years already. It had been through three different owners. And when I bought the gym, a, the guy had a six members that were active. So I took over the lease essentially just paid for his assets because he didn’t have a business I was buying and then negotiated with the land Lord to give me three months of no rents to build up the membership and that was it. It was just kind of like I’ll see what happens.

Mateo:                                      04:10                       How did you do that?

Coty:                                          04:11                       How did I negotiate that?

Mateo:                                      04:13                       Yeah, just your southern charm or how did you do it, you know?

Coty:                                          04:16                       Yeah, the southern charm was a factor, but the guy that was managing the property knew that the dude that owned it wasn’t doing well. I’m not even sure how he was floating the business. He must’ve had other assets coming in, but I just thought about was, I was like, hey man, there’s not a lot of crossfit gyms out here. I think the market can handle it and it needs it, but as of right now, I’m going to sign this lease. I’m not going to pay you rent because the money’s not there from the business. I’ll say, I can take over and I can fix it. I know I can fix it. I just need some time. So he agreed to, that gave me from, let’s see, he gave me October, November, December. So I didn’t even have to pay rent for the first of 2018 and at that point, I mean the first thing I do want to bought the gym.

Coty:                                          04:57                       I remember the first day I took over, I called Chris Cause I knew I was going to go into Two-Brain. I just had money put back that I could use to pay for incubator, but it would’ve dug into my safety net from our first month’s rent. So I told Chris this situation on the phone, he suggested I wait until I’ve got enough cashflow to pay rent and then do incubator. So I did that, waited until about, I want to say it was January or February. I had grown from six up to probably 40 to 50 members at that point. Uh, I was coaching a lot of classes. I had one other coach helping me out.

Mateo:                                      05:33                       Tell us a little bit about that. How did you go from six members to 50 in six months?

Coty:                                          05:37                       Uh, so I was following Two-Brain already. I was reading all of Chris’s love letters, listening to the podcast following along the Facebook page. So a lot of this was warm marketing. I mean I reached out and connected with all of the ex members cause at one point like this first or second owner had gotten the gym up to like 70 members before. But then he had some issues with the space. And, well we all know the story, coached, all the classes didn’t want to do anything as far as the business side and then burned out and sold it. I reached out to all the old members, kind of wrote up a bio about myself, gave them my story, connected with them. I then went around put mailers and mailboxes and all the local neighborhoods, you know, walked around and met a lot of the local business owners. A lot of my, I mean I see, I say a lot the six members that were still there told all the old members that, you know, it was moving into a better direction. Yeah, warm market. Mostly it was all warm market and then a lot of old members and then a handful of just local, I mean members of the community I guess came around.

Mateo:                                      06:39                       Okay. So were you a coach before or were you a member before or how did, how did that,

Coty:                                          06:44                       oh dude chills. Weird man. So like I was having coaching for five years. I’ve actually got to get my level two here soon because my other one’s running out. I was managing a CrossFit gym in the city at the time. I’d been managing it for a little over a year. I would say. I was managing coaching. They’re, the owners were remote. They lived out in Nashville, they’re not members. The Gym was about 10,000 square feet. I mean our membership was hanging out around one 80 to 200 for the most part. But I didn’t really know a lot about running a business, especially a CrossFit gym. I’d coached prior to that, but it was a lot of um, experience. I gained managing that place. Right. So how I found about, about my gym now, it was for sale. My mother, her friend was a member at that gym. So then she told my mom that, hey, this gym is for sale.

Coty:                                          07:34                       Mom told me, I was like, well, I can’t afford to buy a gym but I’ll go look at it and see, you know, like, I’ll check it out. And it was actually really close to my house and it was about 12 minutes away from where I live, which was half the distance of the gym, I was managing and it was in a good spot. I did some research, met the members, met the owner and yeah man, it just kind of the way it’ll happen, it was a blessing, but it was um, one of those stories is like, it was meant to be right in quotation there because just the way, the way that it happened was just loud. But then I bought the gym and then within, within two months I was owner.

Mateo:                                      08:09                       We talked to a lot of people who are thinking about opening a gym, or thinking about buying a gym. Do you have any advice for people who are thinking about buying an existing business versus just starting from scratch?

Coty:                                          08:18                       From what my experience from buying the gym. I mean I think there’s pros and cons. The big pro is that it was already, you know, it was a brick and mortar location. It was already set up. The equipment was there. I just literally, it was turnkey, right? I mean turnkey as far as the gym goes, not turnkey as far as business goes. I had to learn a lot about how to run the business because I was used to coaching and just some low level managing prior selling it. But the con would be that it had the brand had a reputation that I had to overcome. Right. So I went through the process of considering, you know, completely rebranding, changing the name.

Mateo:                                      08:52                       Did you do that or you know, end up keeping it.

Coty:                                          08:55                       Yeah, I kept it, I kept the name and just did a lot of work overcoming people’s perception mostly with advertising myself.

Mateo:                                      09:04                       Yeah. So cause it sounds like you did a lot of direct outreach. It sounds like you, you kind of sold yourself to the six people you had and then said, hey, go spread the word to the other people who maybe have left. Yeah, so it seems like that was really effective for you. When people came back, did you, what did you offer them to try and get them to, to to try it out again?

Coty:                                          09:26                       I don’t remember offering, I mean I’ve never done discounts. I don’t remember offering discounts. I don’t remember. I think for for x members, because this was prior to me going to incubator for x members, I offered them a free class. Those that have done crossfit so they can see my coaching style, getting experience as far as how class structures were going to go now versus how they had been prior. And then just talked to them. We just sat down for coffee and just chatted about me, answered their questions, but I didn’t have a lot of, oh I didn’t have a very hard time overcoming those objections as far as old members coming back because when they left they left because of the coaching style and the management, the previous owner. And I think it was pretty apparent when they met me and saw how I ran a class experience that that it was going to be different. So I guess, those are pretty easy sales cause they came back, tried a class, were like, Yup, this is what I want. And then they signed back up.

Mateo:                                      10:18                       So then what was different about your service?

Coty:                                          10:21                       Well, I don’t want to like to speak badly about the previous owner. He wasn’t into crossfit for crossfit. He was in, it was interesting. He didn’t do crossfit, he didn’t exercise, he didn’t understand the methodology. He didn’t have any, he didn’t even have a level one. He had the affiliate in a coach’s name that had a level one. So he was like bringing in random trainers, some without certifications to run classes with that didn’t have experience crossfitting. I mean I’ve, I’ve, I’ve been told stories about members having keys to the gym that when the coach wasn’t there, they were just open up and work out by themselves and lock up anywhere from, you know, from that too. You know, the coach coming in, turning on the lights, play music, and then going and sitting in the office and on their phone for the duration of the class while numbers worked out to, you know, them trying to run like a kid’s program simultaneously with the class without a coach being there for the kids program. It was, yeah, it was. It was gnarly.

Mateo:                                      11:17                       Oh Wow.

Coty:                                          11:18                       So when they walked in and met a guy that was like passionate about crossfit, you know, opening up everyday, closing every night, you know, the whole romantic concept of owning a crossfit gym. And that’s not sustainable. But they met me. They could tell I was passionate. They saw me all the time, you know, they could tell I cared about the gym and I was invested in them.

Mateo:                                      11:36                       Yeah. So just coming in and coaching the class seems like that was a big step up in in the right direction. And tell me a little about the outreach you did with the people in the community. So you said you went to other businesses and just kind of introduced yourself. What was that like?

Coty:                                          11:54                       It was um, interesting because prior to me owning this business, I’ve never had any experience in sales and I didn’t realize at the time it’s all essentially selling myself. But I mean, I wrote the Bio about myself, for the gym as far as like vision for the gym, what the goal was to accomplish and then just drove out to businesses and took these flyers like apartment complexes and local restaurants and small mom and pop shops and just talk to them, told them, you know, I, I’ve taken over the gym, where we were at, what we were doing and then encouraged them to come by and just try it.

Mateo:                                      12:30                       Awesome. And okay, so you took over this business, it sounds like it was just you, was it just you or did you have …

Coty:                                          12:39                       I had one other coach, coach that was,, really an intern because they went and got their level one, like a mock prior to me taking over and then they wanted to come and just learn everything is on it.

Mateo:                                      12:48                       So, okay. So it was you and a part timer. You worked, you worked your butt off to try and salvage this business. You’re able to have some amazing growth come from six members to 50 in six months. Before that, you had already put in your call to Chris. But right about that time, six months later, you’ve decided to pull the trigger. What motivated you to, to make that decision and then, you know, what was kind of the, the change you saw after going through the incubator?

Coty:                                          13:16                       Um, the motivation for me was that I didn’t want to be that guy that was, you know, five to 10 years deep into the business with a CrossFit gym and still coaching all the classes, getting by worrying about the next steps. As far as like business growth, I didn’t want to get caught. I didn’t want to pay all of that money every month, to burnout or to be confined to my business. I don’t, I don’t think that entrepreneurs own businesses to be slaves of the business. I think if I wanted to have that kind of a schedule, I would just pick up a nine to five somewhere and have the stability of that without the stresses of business ownership. So I went to Two-Brain, because I knew that it was gonna give me the freedom to lead the lifestyle I want to lead. I needed a coach.

Coty:                                          14:07                       I knew how to be personable, I knew how to relate to members. I was invested in them. So that was all easy and, and we all do that. But I had no idea how to run a business. So what I learned in the incubator was Chris’ mindset and the Two-Brain mindset as far as how to separate yourself, how to create value, how not to compete with other gyms on price. Um, the reason not to give discounts, it was like a total perspective shift. Right? So it was understanding that if we want to be at the top of this business model, we have to do things at other gyms don’t do. So I learned all those things that we do that separate us.

Mateo:                                      14:50                       Amazing. And how, you said lifestyle was important. How did your lifestyle change from before to the incubator and then after going through it?

Coty:                                          15:00                       Well, I mean it’s 10 o’clock in the morning right now. I just had breakfast. I’m getting coffee talking to you and I’m not freaking out about the gym.

Mateo:                                      15:07                       I guess that there you go. That’s it.

Coty:                                          15:09                       Yeah, we’ve got, I mean, every day, Monday through Friday, we’ve got six classes that run a day with personal training time slots opened up throughout this, between those classes as well as our time slots. I mean, I’ve got eight employees, all of, so I mean really, I’m responsible for three classes a week and that’s because I want to, I mean, I’ve got a waiting list of employees that like want more classes, but I’m still in a place where I want to have a presence in the gym. I’m trying to figure out how I can replace myself that doesn’t negatively impact the member’s experience. So I’m not there yet but not a long way to go with that. But yeah, I mean like I know that if I want to coach classes I can, but I don’t have to. If I want to spend my time doing things, that are going to grow the business. That’s been the biggest change is I’m not, I’m not imprisoned in that. What the business has to have to stay sustainable, you know?

Mateo:                                      16:04                       Yeah, totally. I totally get that. That’s amazing. And so in your own words, it sounds like you’ve, you’ve really upgraded the service from the previous ownership, from the, the way it was previously run. So in your own words, what do you sell and how do you sell it ?

Coty:                                          16:21                       I mean I sell and I think we sell a fix to people’s problems, right? That’s, that’s what we’re doing. We’re trying to genuinely change lives, right? So we sell an experience and information that is going to impact not just the member but the entire members like close circle, right? So those are their family, right? So we impact a mom. I mean like last week my girlfriend and I, we had power hour nutrition consult with this lady, she was doing the six week challenge and we were facetiming. And like we were giving her advice that was going to directly impact her husband and her kids because she’s the one that does the grocery shopping and the cooking, right? So if we can change her experience and her mindset on health and fitness, I mean we’re going to impact a lot more than just her. Right? So that’s what we sell.

Coty:                                          17:11                       We sell. I, I firmly believe that we sell a fix to chronic disease through crossfit and our, and our, our education and experience. And I sell it by connecting with people, right? So if someone doesn’t trust me or they don’t think that I’ve got credibility, they’re not going to buy from me. But if they come in and we can connect and I can make them laugh and they can see I’m a person that just has a fix to their problem and they can look around and see that I have credibility by the business and people that are already there giving social proof. I mean, the only question is can they afford it? After that there’s really, they know that if they know they have a problem, if you’re in my gym, if they’ve come in, they know there’s a problem that they need to have fixed. And if they like me and they can afford it, there’s no other missing pieces.

Mateo:                                      17:57                       So I think that’s so true. I think that’s the key when you’re talking about here is, this is problem solving, right? People, people are turning to people walking into your door. People are calling because they have a problem, they may not know what it is exactly just yet. And that’s kind of our job to coach them through that and tease it out. But, but yeah, that’s really the motivating factor for, for all all of sales, right? It’s people have a current problem, current situation. They’re trying to get to their desired spot there, their desired solution. And, and it sounds like you do a good job of positioning yourself as that solution. So you said getting people to know, like, and trust you is critical. So walk us through that sales process. What happens when someone walks in through the door?

Coty:                                          18:39                       Yeah. Uh, they walk in, they’re on the schedule. We’re expecting them. So they meet with me or my girlfriend as well, or one of the coaches and we offer them a bottle of water or a cup of coffee. We kind of show them the gym. If there’s a class going on then we’ll give a quick breakdown of like the class structure, what’s happening, we’ll tell them a few members’ names so they have some identity and then we’ll head into our office. We actually have an office that we use for No-Sweat intros as you know, some pretty comfortable leather couches or I’m sorry, these leather chairs. We have a coffee bar and desk and we’ll sit in a little, we’ll see side by side and yeah, we’ll just go over, I mean we, so we use the notes. We get to know them better We basically start with like, why are you here?

Coty:                                          19:18                       What’s your problem? We have some direction on how to talk to them. And then we just connect. I mean we try to find out why, what’s, why health is important to them, why fitness is important to them. We try to find the real reason they’re there, not just the superficial stuff. And once we’ve figured that out, we just educate them. So we explained to them why it works, how the process works, what they can expect and find out if their desires more group or personal training. We use the help first model. So just based on what you need help with, this is how we can help you too. Then we’ll prescribe and create like a vision of how this service is gonna positively impact their quality of life and if they can envision that and we can prescribe what we think’s best. That usually gets the um, the ball rolling for them.

Mateo:                                      20:09                       That’s awesome. The fact that you greet them and you give them a bottle of water or a coffee, it kind of starts off that yeah, you’re using that reciprocity principle where it’s like you’re giving them something now they’re kind of primed to give you something back in return. Uh, so that’s amazing that you do that. And then when you bring them into this office, it sounds like you create a, you know, you’re controlling the environment, controlling the experience and you’re not stuck in the chaoticness of the class or trying to talk over the music. I think that’s super important and it’s a lesson. It took me a long time to learn and I think a lot of others are struggling with that too. But I, I think, I think you bring a good point and I can’t stress the, of having that separate space to conduct your intros and that it’s clean. And it has a nice leather couches and then it’s it, it’s appealing place to be. So that’s amazing. So awesome. So, so now tell us a little bit about, so the last year’s lifestyle change in, in the sense that you were able to, you know, bring on some other coaches. You’re able to have coffee right now and talk with me, but walk us through some of the numbers, you know, how did your, your gym on the business side, some of the metrics change after going through the incubator?

Coty:                                          21:17                       For sure. Most of the growth for the business was in systems, learning how to connect with a warm market. I had shown them value. I still didn’t understand Facebook or Instagram advertising. I would, you know, boost a post here and there that was having good organic reach. But I didn’t really know what that would do. I didn’t have a system in place to capture those people that saw it. So I also signed up for the marketing incubator to that was, that was back in like may or June’s is about six months after. I think better. And then, I don’t know, it was close to the end of the year, so like around August, September. But I got through the marketing. I mean I remember sitting right here at my coffee table in my house or my dinner table for a weekend, eight, nine hours a day working through the entire marketing Incubator and having it done by the following Monday.

Coty:                                          22:07                       And I had ads, you know, click funnels, landing pages all live and going with depths texting me about new leads in a couple of days. I to do all of it. So as far as that goes, that taught me about how to get out and do it. The actual online marketing space. And that was huge. That was huge. So as far as metrics go, now we’re up around like 87 and 90 members. I’m trying to break through that threshold of 100 people. Let’s see, so far I’ve spent a little over $2,054 on paid ads, my average cost per lead for women’s 6.43, for men, it’s about 8.84 so pretty low. Now we’re just trying to figure out the best systems to Improve no-shows, right? So just using uplaunch, you know, following along with you and Blake using the systems you guys preach to us, make them show up because if they come into the gym, we’ll probably sell them. But out of that 2054 I’ve put in, the front end revenue’s been $12,488 and 74 cents and that’s all solely based on like six week challenges. I’ve got a couple doing a hundred day journey and then that’s not including like ARM or membership after they finish their challenge. That’s purely front end.

Mateo:                                      23:25                       wow, that’s awesome man. And so it sounds like you’ve had this awesome journey from taking this, this derelict business and making it your own, completely changing the way you, you offer the service. You’ve kind of made a name for yourself in the community. If you’ve done a lot of outreach, you’ve worked through your systems, you’ve hired staff, and you’ve now created a way in which you can kind of grow and control the growth of your gym through some of the paid advertising strategy. So, you know, what do you think’s been the key to your success so far?

Coty:                                          23:57                       So One thing I would say consistency. What’s been key to success? Because saying you’re gonna do something to your members or your coaches and then following through is huge because people see that and then just consistently every day doing the things that need to be done as far as like CEO tasks and owner tasks, they’re good. They’re going to move the needle for the business so that I can positively impact the coaches and, and members without martyring myself, my quality of life. Right. So if you’re not consistent in those things, it’s not really going to push the needle for you. But consistently working through the incubator, consistently working through the marketing. I mean, right now my girlfriend , she’s helped me run the business. Now we’re redoing the incubator and the marketing modules so that we can both be on the same page. And so it’s cool for me because now I’ve been doing it for about six months to a year. I’m getting the same information from, from a new perspective because I’ve experience a lot of it. So I’m kind of, we’re redoing some landing pages were we just finished redoing our website. But I mean I think it comes back to being consistent and doing the things we all know we need to do and that you guys tell us to do because you know, it works to be able to keep advancing our businesses.

Mateo:                                      25:11                       Awesome man. Well, I think what we touched on is holding yourself accountable and making sure you’re following through on the things you’re saying you’re gonna do and consistently growing and consistently learning. And even if you think you know something, going back again, and it’s kind of like crossfit fundamentals, you know, going through the incubator, you, you’re going through business fundamentals, which, and, and I also think a big part of that is mentorship, right? That’s what the mentor is there to help you do, is to keep you accountable, keep you, make sure you’re consistently growing and challenging yourself and pushing yourself in getting to that next level. And I think that’s kind of the key, the key difference with what we do and what some of the other stuff that’s out there. So. Awesome man. Well thanks for hopping on and sharing your coffee with me this morning. Am I going to see you at the summit?

Coty:                                          26:01                       Yeah, we’re actually looking at airbnbs and plane tickets this morning right now. The summit and trying to find some people to stay with or just grab a meal. But yeah, that’s a, that’s on the agenda. We’re gonna make it happen so we can get out there and actually meet you guys.

Mateo:                                      26:13                       Nice. Well hopefully we’ll see you there and then, uh, yeah, keep crushing it dude.

Coty:                                          26:18                       Thanks man. I appreciate all the information and help.

Chris:                                         26:20                       Hey everyone. Chris Cooper here and really thrilled to see you this year in June in Chicago at the 2019 Two-Brain Summit. Every year we have two separate speaking tracks. Is one for you, the business owner. And there’s one for coaches that will help them make better, longer, more meaningful careers under the umbrella of your business. This year we’ve got some pretty amazing topics like: the client success manager, how to change your life organizational culture or the business owner’s life cycle, how to have breaks, how to have vacations, how to help your marriage survive. Owning a business and motivation and leadership. How to convert more clients, how to create a GM position that runs your gym for you and leaves you free to grow your business. How to start a business owner’s group in your community. And more. The Point here is to do the right thing that will help gym owners create better businesses that will last them for the long term.

Chris:                                         27:11                       Get them to Tinker phase, help them be more successful, create meaningful careers that their coaches and give their clients a meaningful path to longterm health. We only do one big seminar every year and that’s the Two-Brain summit. And the reason that we do that is because a big part of the benefit is getting the Two-Brain community together. And and welcoming strangers into our midst and showing them how amazing gym ownership really can be. We’ll have a link to the Two-Brain summit, including a full list of all speakers and topics on both the owners and the coaches side in the show notes. I really hope to see you there.

Greg:                                          27:48                       As always, thank you so much for listening to this podcast. We greatly appreciate you and everyone that has subscribed to us. If you haven’t done that, please make sure you do drop a light to that episode. Share with a friend, and if you haven’t already, please write us a review and rate us on how what you think. If you hated it, let us know if you loved it even better.


This is our NEW podcast, Two-Brain Marketing, where we’ll focus on sales and digital marketing. Your host is Mateo Lopez!

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If you’ve ever been to a kids’ sports game, you’ve heard this stuff from the bleachers:


“Shoot the ball at the net!” – thanks Dad, good advice.

“Run hard!” – I am running hard, mom.

“Don’t let her get past you!” – jeez, wish I’d thought of that sooner.


I volunteer to coach kids’ hockey. Luckily, the glass and boards around the rink shield the players from hearing the noise from their parents. But in most sports, athletes struggle to pick out their coach’s directions from the static of the crowd.


And this is very true for entrepreneurs, especially in the gym industry.


“Be a great coach!” – thanks Dad, good advice.

“Hustle and grind!” – I am grinding hard, Mom.

“Don’t let the other guy take your clients!” – jeez, wish I’d thought of that sooner.


The problem is that there IS good advice out there, but it gets buried in all the noise. Most gym owners quickly reach the Farmer Phase of entrepreneurship, and then get stuck. Not because they don’t have good ideas, but because they get buried in them. Good mentors act as filters: listen to them, and block out everything else. But if you don’t have a mentor yet, here’s how to separate signal from noise:


The Five Filters For Fitness Business Advice

  1. The BS Filter: Is this an idea, or a proven strategy? Did the guru actually use this themselves, track the data, and test alternatives? Or are they just excited about a new idea?
  2. The math filter. Which metric will change? By how much? and What will happen if I do nothing?  Should you actually be investing your time in something with a better return?
  3. The time filter. Do you need to do it now? When is best? Which of your other activities will this replace? 
  4. The variables filter. What’s the actionable step here? Is there something I can do here, or is this just criticism that doesn’t help me? 
  5. The context filter. Is this right for MY specific case right now? 



You can read the full “Five Filters” article here.



When I’m in the stands myself, I try not to add to the noise. I know how hard it is for coaches to reach their players. Instead, I like to watch the parents and wonder about their motivation: why is that overweight dad really telling his kid to “dig! dig! dig!” or “skate faster!”? Why is that mom really losing her mind at the ref? Why is that guru–who’s never actually owned a gym–suddenly so passionate to tell gym owners how to do it? It’s fun to guess at their hidden motivations, as long as it doesn’t affect the players.

You can tell when a good coach is on the bench, because players will look to them for instruction instead of reacting to crowd noise.We try to be that coach for gym owners.

Episode 165: The Level Method

Episode 165: The Level Method

In business, the best storyteller wins.

One of the first things every entrepreneur does in the Incubator is to map their clients’ journey. That foundation helps us plan for better intake and retention. The client is the hero of their story; their coaches are the guides. 

The Level Method is based in science and math, but it’s powerful because it tells a story. As your client moves from Yellow to Red in the Front Squat, they know they’ve achieved something. Take the best elements of gaming, badging, and martial arts grading, and you have The Level Method.

At Two-Brain, we advocate services and products that can measurably improve your gym. We’re not interested in dumping more ideas on you; we want to share things that WORK.

The immediate benefit that most gym owners see from adding Level Method is an increase in 1:1 training revenue. But long-term, we’re tracking LEG and adherence too, because we know that a sticky story draws people back to the campfire.

We’ve been sharing Nate’s story since the start, and we’re big believers. 

 In 2016 Nathan developed what has become known as the Level Method. This is a completely unique, data-driven system that offers clients unparalleled insight into their fitness and progression. After implementing this tool at his own gym, Nathan has shared this powerful tool with many other gyms now providing unimaginably results for their members. Join us as we discuss the Level Method and Nathan’s experience in the CrossFit industry!


Don’t Forget about the 2019 Two Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both yourself and your coaches. Click here to register and sign up now!


Contact Nathan:



Getting Things Done –

Pomodoro Technique –



1:35 – Introduction to Nathan Holiday

4:46 – Developing a unique tool for clients and CrossFit owners, the Level Method

8:51 – How does the CrossFit Level Method work?

11:25 – The importance of highlighting a moment for a client’s experience

16:09 – The structure of the Level Method, Where does a beginner rank?

18:16 – The process of leveling up in the Level Method, Performing an Assessment

22:11 – Building a roadmap for your clients to reach their goal and stay engaged

28:15 – The difference between Objective and Relevance Testing

29:36 – The Level Method Phone App

30:57 – What are the next steps for the Level Method going forward

34:08 – Programming that goes along with the Level Method

37:54 – Testing the Level Method at the Level Method Gym

41:56 – Staying focused and putting a timer to your work

46:05 – How to contact Nathan

Announcer:                            00:02                       Welcome everyone to Two-Brain Radio! It is our mission at Two-Brain to provide 1 million entrepreneurs the freedom to live the life that they choose. Join us every week as we discover the very best practices to achieve perfect day and move you closer to wealth.

Announcer:                            00:26                       This episode is brought to you by Incite Tax. Incite tax is founded by John Briggs, a crossfitter, great big tall guy with a fantastic sense of humor and John is like a coach for your books. These guys are not just pencil pushing number crunchers. These guys will actually help you get towards your perfect day. If you’re a member of our Growth stage, part of the mentoring program, you’re familiar with John’s videos on 10-99 versus W2 contractors. See John used to work for the IRS. He’s seen the other side of labor law and he knows exactly where the line is drawn. Don’t believe everything you read, but on the tax side, John can actually help you plan to take home more money every year and save more money on taxes because John is a certified profit first accountant. If you’ve listened to this podcast before, you know that I’m a big fan of Mike Michalowicz’ Profit First system and John at Incite tax and his staff can help you plan backwards from profit to get to where you need to go. It’s helped members of the Two-Brain family buy houses in the first year that they’ve implemented profit first. It’s helped people save more money, take home more money and make the business do what it’s supposed to do, which is pay you.

Greg:                                          01:34                       All right. I’m here with Nathan Holiday on another episode of Two-Brain radio. Welcome to the show, Nathan.

Nate:                                          01:40                       Thanks for having me, man.

Greg:                                          01:41                       Happy to. So we’re going to get into Level Method. We’re going to dig into every, all the bits and pieces of what level method is, but before we do that, let’s kind of jump back a little bit. Let’s jump back to a little bit of your past and what kind of led you up to the point of building such an amazing product and service for gym owners. But what kind of led you up to that point?

Nate:                                          02:03                       Sure.

Nate:                                          02:03                       So I was in the army. I straight out of high school, went in for five years, learned a lot, definitely an awesome learning experience. And as soon as I got out of that, I started coaching. This was back in 2008 just at a gym in California, Monrovia under Eric LeClair at Team CrossFit academy and one of the early gyms in the world, like I think of the 10th or something like that. And I dove in headfirst into the, both the coaching and the athlete role. So I was like totally obsessed with training, obsessed with program design, sort of coming up the ranks. I think it was a lot of people do, you know, you get into fitness and then you kind of become a, a coach and then you get into coaching and then you move up. And so after a few years, uh, I ended up opening a gym in Lake Forest, which is in California too.

Nate:                                          02:52                       And this was 2012 so I spent like four years sort of coaching and then opening the gym. Went through this of natural evolution of ownership where you, you kind of think that it’s going to be a lot different than it is. I think all owners, gym owners realize, you know, like the idea of it is much different in life is like that in many ways. And so I spent sort of three or four years really struggling with problems that I didn’t, I hadn’t foreseen. I didn’t realize what the real job was. I didn’t, I was coaching and much on, uh, a much more sort of program oriented, training oriented. You know, I’m, I’m sort of technical by nature, so I love that. All the energy systems stuff. So I really lived in that world and I, it took me a long time to realize that a lot of, I mean, most people, normal people don’t really care about that.

Nate:                                          03:40                       So I had to figure out like, what is it that people care about and what is it that’s going to increase buy in and sort of this, how can I get more people to be on their path wanting to get better? And so I was, uh, I was, I was in this big location with like a ton of rent and I was sort of like at this turning point of figuring out if I wanted to keep going or what I wanted to do and my business partner Sean, he brought up this idea of a level system. And so that’s kind of where the original idea started from that point is really what I started working on this thing fully. But all the way up to that point was this sort of like learning time and trying to figure things out. And that’s sort of, that’s like in a nutshell, the history.

Greg:                                          04:25                       So you not only, I mean you were in the military, you get out and you start coaching. I mean, like you said, one of the, one of the first 10 I, you said the name and I haven’t heard that name in, I mean a few years now at least. So you, you were being able to coach under a, under a gym. From there you opened your own gym now to actually developing, I mean you thought very methodical, very systemized. What really led to you saying, okay, I need to develop something for other gym owners that is going to help them understand what they’re doing with their clientele and meeting the goals that they want to with their clientele.

Nate:                                          05:03                       That’s a, that’s a great question. It was not a, an original idea like that. It wasn’t it. The idea was never to do that. The idea was I wanted, I wanted a tool that would work that would help engage my clients. I help them sort of get on the path of fitness. I say this all the time because like when we look at like the beginners, when I came into fitness and like a lot of owners, especially in coaches, when they get introduced to this concept of fitness, it’s like we’re in like day one. We’re like, well, what do I have to do? How do I learn what I like? We were on the journals. We’re learning, we’re learning. It’s like consistent and I found that most people, like regular people, they’re not necessarily like that. They’re, you know, they’re so it, I was trying to figure out this way to get somebody to get like plugged into like understanding the world and wanting to get better.

Nate:                                          05:53                       And so it was this tool for me to solve that problem. And as I went, as it was developing and I was seeing that it was actually working because I mean levels in general, the idea of levels and a level system is not a new idea. It’s been around since like 2000 or back in the Seattle, the level four and all those sorts of things. And I had played with all, I’ve, I tried to implement all of those and none of them really stuck. Right? So I, I, I knew that if I could do the same way as like martial arts belts, if I could somehow quantify these things and give people concrete goals and be able to object to like make it objective that that would have, the likelihood would be high, that someone would be able to get plugged in. And so as I was going and I was working on this problem in my own gym, I saw that it was actually working and it was like I was so surprised and you know, cause you how many times do we have ideas where like this is a great idea but then it fails miserably, right?

Nate:                                          06:47                       Like this is like the story of an entrepreneur’s life. Like okay. So as it was working then, you know, I reached out and it was a very organic, the growth was extremely organic. I have being in the, in in southern California for so many years and like the sort of bed of of fitness in the early days, I have a lot of people that I know and so I reached out to a handful of gym owners. But where I started, Eric LeClair, one of the very first ones, he was actually the second gym, Jill Baker, who used to own a crossfit fly. She’s now moved on. But she was the very first and so I went there and we did like this really low key sort of integration where I just explained what this was. But at the time it was basically completely built around the training and this technical side of like this is, these are the energies that, and even when I went on, I went on Two-Brain the podcast last year, I was still really obsessed with that idea, like training, training and energy systems and all this sort of stuff.

Nate:                                          07:46                       So like the, the answer is that originally was just to solve the problems I had and as it, as it went, as I saw it working for me, I reached out and then it sort of started to grow. And then as we started seeing it working successfully, so it wasn’t like a star problem. It wasn’t like me as this, like I’m super obsessed with this idea and I’m like pushing it, pushing it, pushing it. When we saw it working in other communities with other gyms, we knew that it was, you know, it could be, it could be scaled. And so, and that’s really when we started looking at like, okay, well what are the, what are the real problems and what are we really trying to solve with this? It’s not necessarily just a this ranking system, but what does the ranking system allow us to do very well. Right? And that’s sort of like where the, the business has evolved and developed into over the past, over the past year and a half early.

Greg:                                          08:36                       And I mean, and if anyone doesn’t know level method, please make sure that you guys, uh, and we’ll share the, the, the in the show notes, the links and everything like that. Make sure you jump on so that when I ask this next question, you kind of understand what I mean. And you have some context, but basically with the level method, you guys, I mean there’s different levels, almost like a, a different colors for

Greg:                                          08:56                       each, each thing. And then there’s criteria for each one of those. And to me, I mean, in my childhood I took karate lessons. I think it was probably for maybe a month, don’t really remember how long I was interested in it. And I’m pretty sure it was very few sessions. But I remember have friends that were in it for long periods of time. And there was a method, uh, each belt was a different color until you got, of course the black belt and then they have like those third degree black belts and all this other stuff. But that’s like if I, if I break this down to a very simple level, I mean that’s kind of what level method has done, right?

Nate:                                          09:27                       It is exactly like that. So I did Jujitsu, Brazilian Jujitsu for a years. I mean I’m not like that great. So don’t think that I’m that good. But I love Brazilian Jujitsu and the belts, the colors are actually based off of that belt system and it’s like, in my mind, sort of calibrated in the same way what blue is like, it’s okay, purple now you’re getting pretty good and brown, you were very good. And it’s so it’s, it’s sort of in that same, but it’s exactly that, right? It’s exactly this, this quantification to help people move up. Right? And there are 15 categories in case somebody is just wondering, there are 15 categories and these, each of these categories progress independently. And so then you, what you end up with is like a chart of visual chart of like this visual representation of someone’s fitness and their weaknesses, which gives me as a coach a ton of information.

Nate:                                          10:18                       I mean from a training standpoint, but also from like a goal setting. A system’s a powerful moment to like really as people you know, get promoted. It’s like a huge celebration. And this is a just a side note, it’s like a very interesting idea is that like we’ve attached this color or we’ve attached this label to all of these different weights. So use front squat. Just as a quick example, you have like I front squat. If I went from to 62 to 75 like high five that’s great. But if it’s attached to a meet, like there’s actual a meaning a label and I’ve gone from whatever, I’m not looking at the map right now, but you say blue two blue one this now is a massive, it’s an opportunity for this really powerful experience versus I’ve gone up 15 pounds. Also a powerful experience. Also a PR but not as meaningful, right? We’ve created this language and this framework to make things more meaningful and to leverage this whole idea of powerful moments and rewarding and all this sort of stuff. Now

Greg:                                          11:20                       I’m going to ask a question and, and I know the answer, but I definitely want people to understand this too, is why do you want to hit on the power of those moments so much?

Nate:                                          11:31                       I mean, the, the quick answer is that like it does not happen in regular life, right? So like this idea, if we’re going to compete with so many distractions in life and so many things that are happening all the time, we want to be able to, to make people feel just really, really good about what they’re doing and what they’re accomplishing and what they’re doing in life. And so we are able to produce these really powerful moments. Not only is there like this addictive element, but it also makes people feel just really good about their accomplishments. And we also clarify what the things are that they need to be working on. So we can set up this game plan and then continue to produce these powerful moments.

Greg:                                          12:10                       Now with this, it’s, I mean, I, I 100% agree with you on having those moments. I think, I mean the book The Power of Moments by chip and Dan Heath, which is amazing. We’ll make sure we add that in the show notes as well. Is the fact that it’s necessary to keep these members long term, like you said, it doesn’t happen in day to day life. Uh, it’s, it’s allowing people to be recognized for their accomplishments. I mean, we do that to kids all the time, right? We take a picture when they graduate high school or college or they get a perfect score on a test and they have a certificate and the teacher recognizes them. We don’t, I mean, that ends after basically college, right? Maybe you get a promotion, but it’s not like you post that on Facebook with a certificate that says, Hey, I got a promotion today.

Nate:                                          12:52                       Exactly.

Nate:                                          12:52                       Yeah. And, and that book, The Power of Moments. Like, so as we were going, you know, we’re building level method and it’s, it’s growing and growing. Uh, and we, like I read this book, this is in the very early days and in chapter eight of that book is multiply milestones. And so multiplying milestones, we were creating milestones for people. Right? And if you just read that, if you’re not going to do anything else, but we that one chapter, chapter eight and powerful moment, oh, in the power of moments and just take that idea to what you’re doing in the gym. I mean that alone is super, you can do it in many, many ways. You can like people have PR bells, you have class attendance boards, you have all sorts of different ways of doing it. But the idea is that you should be doing it and once you should be doing it, the next step is to systemize. So it happens every single time regardless. And this is very important. Otherwise what are we doing? Right?

Greg:                                          13:45                       Yeah, exactly. I 100% agree with you. I think that’s too many to many. And not only gyms, but businesses in general, uh, don’t do this enough. And I think we need to think about that, of how often we got recognized when we were younger and how we don’t do that now. And how you could have that, that business that does recognize these people, that’s they’ve, they’ve been a member for the, for three years or five years. I mean, I have gym owners that have members that have been there for seven years and this is a crossfit gym. So this is somebody that’s been around for like 10 years. I mean, imagine having somebody, a client there for seven years and you haven’t recognized them at all and now you have the opportunity to do so, uh, in some way. So I agree with you, like you said, find a way to recognize them and then systemize it. And that’s, I mean, you guys have done an amazing job of doing that because it’s, it’s hard to say. How do you, I mean, how do you systemize people working out? And it’s hard to quantify that besides him in crossfit, we quantify the, the, if you’ve gotten fitter, but then how are you making sure that you track these kinds of things? And then recognize it.

Nate:                                          14:47                       It’s such a hard question, right? Like when you, when you look at fitness overall, it’s like you have a billion different things, right? Like am I better like you, you see relative to other people, a lot of it’s relative or it’s like you have, you know, a workout that you did last year and it’s like you’re a fitter, you’re definitely getting fitter. But by how much, and in the world of fitness, where am I? Right? So like, am I good? I, well, you’re not really going to know until you go compete or you are now going to the game. You know, like as you’re, as you’re climbing up, it’s like difficult to really find your place. And, and that’s like the thing that, one of the things I love most is like I can look at somebody levels, I can, once I know their overall level, it gives me this, just the immediate Snapshot in my brain of where they are in the world.

Nate:                                          15:37                       Right? So someone comes to my gym and they say, Oh yeah, I’ve been, I’ve been working out for five years. Okay. I mean, what does that mean? And that’s like, that could be, I’ve seen five year people still not be able to get below parallel, prolonged squatting or like any of these basic things versus someone that comes to me and says, I am this level right away in my head. I have an exact idea of where they are in this world. Right. So it’s just a very cool thing. I just love that part.

Greg:                                          16:05                       No, and, and that’s, that’s, now let’s start taking actually into that a little bit. You have these different levels. I think a white is the very basic and it goes up to black. Is that correct?

Nate:                                          16:14                       Yeah. So it’s like very beginner. I mean, Level method is beginner oriented. It, it doesn’t mean that it’s not for those higher levels, but yeah, white, it starts in white and it moves up to black.

Greg:                                          16:25                       And I, I remember at last year’s summit, it was the first time I actually saw your chart and everything laid out. And I remember, of course when I see this big chart of level method, I want to know where I rank. And I remember looking at it and the, I think too many people would say like, oh, this is good for beginners. Like I’m, I’ve done crossfit for five years or seven years or whatever it is. I should be, I should have no problem getting through this though. The ones that you have on, on that black like ranking system, those are, I mean those are ridiculous. I won’t lie. Like some of them are, I mean games level competitors that that would be able to rank on the scoring.

Nate:                                          17:03                       Yeah. And so like if everything’s based basically on percentiles, I don’t want to get too technical, but like we’re looking at about 90th percentile. So like the, the scores are definitely high but doable and each one, right. So there are a lot of people that will have many black individual black levels. So there’s 15 categories. So they might have like three or four things that are in the black, but we still have nobody that’s black, completely black overall because it’s, I mean, we have some brown twos, Brown three’s even, but nobody has had that has made that leap into overall black.

Greg:                                          17:37                       And I, I can believe it cause I remember seeing those numbers and I was like this person probably doesn’t exist unless it’s rich Froning and that’s probably the only person that could, maybe it would make all of these, the games. I would say that the majority of games guys these days would all be black. Yeah. Yeah.

Greg:                                          17:53                       But the really, and that’s what the, the thing I want to get to is like it is, it’s not easy to get to that point. So going through these, these systems, these color systems, I mean you, you really have to put the time and effort into it and continually do that to get better and better. But it gives them a visualization of where they are and then also giving them the things that they need to do to get to the next level from what I can see. So with that digging into a little bit of how that works, what exactly when gym owners are saying, okay, I’m going to implement level method, talk to me about how somebody, one of their members gets from one level to the next. Like what is, what is those that process look like?

Nate:                                          18:30                       So that that would, um, I mean we call it testing or assessing and that happens in a, in a variety of ways. So like we have initial rollout when someone, when someone gets the level method, there’s an initial like assessment phase where people are doing their testing and they’re doing, their tests are getting their levels up and then they will get their overall level. And in the first, if you have a really like veteran sort of population, then you know, people are going to be into the blues, into the purples. And just to give everyone an idea of blue and purple is really like the goal. Blue I would say is the goal for the vast majority of, of regular, you know, gym goers is like I’m trying to get the blue and as people are, if they’re brand new then we kind of hold them back a little bit and keep it nice and like, so they’re not trying to crush themselves.

Nate:                                          19:19                       We get their overall level. And then from that point we’re working on game plans, we’re working on working on weaknesses. There’s like specialty programs or accessory programs like in a goal setting situation, what we sit down and we kind of map it out and then every quarter or so we’ll have cycles where we’ll do another sort of testing where it’s layered into the programming so people can come in and they can do it if they haven’t done it for awhile and we also have some times on Saturdays or Fridays or something, people will come in and they’ll want to test stuff. They’ll be like, I’ve been, I mean I can’t tell you the why this. The level method is really for this white, yellow, orange, blue, that group of people, because I have, I have normal members, I have a a client, a Janice, she’s still with me.

Nate:                                          20:06                       She’s, she was with me for probably three years before I had the level method and she was one of those clients that just was not engaged like her. Her daughter did a taekwondo like in the place down the road and so she was looking for something to like take up the hour. She starts coming. She’s just kind of checking the box and doing all of these things. We, I introduced the level method and then immediately she’s like, she goes through her tests and then now she’s coming before class to work on her rings and she’s like doing jump to stabilize and she’s been, she’s working in working in like until she gets her blue overall it’s a big celebration. Right. And it’s like this is a, this is an example of who previously there was no engagement and now suddenly she’s on there, she sees she’s working towards a very specific goal and then achieving that goal and being able to celebrate it with everybody.

Nate:                                          20:58                       And the thing that got her to her goal was, I think it was like either one or three ring dips. So she was like highly incentivized to work on this one to three ring dip thing where in any other environment there is not a, there’s no reason unless she was about to do like a competition that had ring dips and it was like crunch time and she had like three weeks to get a ring dip or she was going to be embarrassed in front of, you know, like that sort of thing. It’s the only other time that somebody would be highly incentivized to work on a, on a weakness and sorry I kind of went off there, but to go back to the testing, you know there’s, there’s a lot of ways that people work towards moving up or getting their levels, you know, doing accessory programs or you know, in the normal cycle of the year just coming in and everybody gets fitter.

Nate:                                          21:47                       Right? It’s like if they’re working out and they’re doing good stuff, they’re going to get fitter is this is just a matter of fact until they reach to a certain point and then start things start to plateau a little bit. And at that point we have to now take like specific action, right? So now we’re looking at weaknesses specifically and we’re, we’re mapping out a game plan specifically but up to a certain point we can just kind of, people are just going to be getting better and better. And that’s, I mean that’s the goal, right? I mean I always, and if anybody’s listening to this, I’ll make sure that I, I bridged this of why, uh, level Method such an amazing service for you to institute and products for your institute is what you said earlier is, is engagement. And on top of that, if you’re sitting down and going through with your clients, you’re doing no sweat. Intro is finding out what their goals are, finding out why they’re here and they fit everything within what your, gym can offer them. This, I feel like is a perfect bridge to keep them motivated and going and to get to those goals. I mean you were the, the whole theory of having a smart goal of, I mean specific and measurable and, and all of these things, you are literally doing this by showing them on this big poster that goes up on their wall when they start level method of you’re here, you need to get to here and these are the things that you need to do to get there and you’re building a roadmap for their goals. Yeah. And it’s like to take a quick little side track. So I was, this is early days level method now. Very fog. We have like probably, I don’t know, four or five gyms.

Nate:                                          23:14                       I’m not even sure. I don’t remember. But Josh Price. So he, you know, Josh training the trainers and so he’s like Two-Brain, he calls me up and he’s just like asking me about this thing, this, this must have been actually before we had any gyms. This was very early. He saw it somewhere, saw it on a forum and started calling me and asking me, hey, can we do this? So eventually I go to his place in Virginia and he introduces me to, Two-Brain the concept. I didn’t, I didn’t know about, I, I didn’t even like, and so I enter into his world. He introduces me to Chris and then I’m on Chris’s podcast about six months later, but it was like, at the time I didn’t even know like the, um, I was thinking totally about this technical side, not about systems and the prescriptive model and all of these really core ideas from a business standpoint that I was totally missing out on.

Nate:                                          24:11                       And so, so once I got exposed, I went through the incubator, I get it, I get all of these ideas and I’m like, Oh damn, we’re missing out here. We got to like set up some systems to be able to sit down with people to be able to show them. Exactly. It just, it magnifies everything. And just recently, probably maybe three, two or three months ago, we were in Sweden and at coaches Congress and Chris was there presenting and he, he uses two tools for quantification. The tools are the inbody, right? Because you need to be able to quantify body fat and the best way to to manipulate that variable is mostly through nutrition, right? So you have nutrition coaching attached to this inbody and then you, he uses the level method because of this is the modulator. This is the thing that controls the the goal setting.

Nate:                                          24:57                       I can sit down and I can get people on either one on ones or a a specialty program like an excursion or an accessory program and I can do all of these things in a much less like sort of weird way. Like people are coming to me to ask them how they can get better, right? So when I sit down on it in a goal setting session, I can like pull up inbody, hey here are all, here’s all of these numbers and I can pull up someone’s fitness and I have up, here’s all these numbers, let’s map out a perfect plan for you. These are the options. You can do the more expensive stuff, right? Like ten one on one sessions. We could do a six week specialty program if that’s too much or if that’s too much, we could do an accessory program and so on down the line we can even do free options, right?

Nate:                                          25:43                       Where we’re just like, hey, come in before class and do these things. So it’s, it’s just the, the, the, the model. Before I was really introduced these core ideas, I was going down these, this wrong zone. I was, I was running down the wrong path thinking that this is what people were interested in as opposed to how do we get people to stay longer? How do we get them to be more engaged into their process? How do we make sure that, uh, the gym owner isn’t overwhelmed with systemizing these things? How do we show differentiation? Like, because I mean from all the other gyms, how do we make ourselves different and how do we make ourselves a better, you know, so all of these ideas sort of have, have evolved

Greg:                                          26:25                       and I mean, and they’ve evolved in an amazing direction. I mean exactly what you said with what Chris mentioned at that the coaches congress, if, if you are, I mean the two things that you can use to get to your client’s goals are going to be nutrition and he’s right, 100% something like level method that can show your clients where they’re at and then where they’re trying to go, which is in the direction of their goals. Because I think you could use level method by itself and it would be great. You could use nutrition by itself and it would be great, but I feel like when you pair the two up together, like HSN putting HSN and level method together, it’s, it’s basically a home run. I mean you, you do less work, you build out, you were literally had the systems systemized so that you can build it, hey, you’re going to do this, then this, then this, then this and this gets to your goal.

Greg:                                          27:13                       So it makes a gym owner not have to work as hard. But the other part of that is what you said, like they can now schedule goal review sessions to get to their next goal. And they’re in, they’re, they’re enthusiastic about it and they want to in there they’re keeping motivated with it cause you’re showing them success. And then on top of that, and now you’re also bringing new revenue in the gym because they want to get to this goal. One of their things may be, and I’m just using this as as a placeholder, I’m not saying that this is in the method a level method, but they want to get double unders. Now you have a way of showing them like, hey did you get to your next ranking? You’d have to get double unders. Now we have a way of doing that or x amount of double unders. So it brings more revenue into, you, brings more revenue to your coaches and allows for the gym to sustain growth and sustain moving in the direction that the gym chooses. So it sounds like, I mean if you’re running both these programs, your coaches are making more money. The gym’s making more money, which is what gym owners of course they’re looking for. But then on top of that, it’s also keeping your clients longer and you’re retaining them. The, the length of engagement is there, which is amazing to me.

Nate:                                          28:15                       Yeah, it really is. It’s one of those. So sort of piggy backing off of that idea, there are several tests in the map or on the map on in level method that are like relative strength tests. So they’re, they’re percentage based, they’re like body weight based. So there’s objective tests that are like their objective way do you got to pick up this amount of weight? And then there’s like pull up these other ones, ring dips there that have percentages. And so when somebody, when I, when we look at some of these levels, their dashboards, I get aggregate scores of will bear, I don’t want to get to relative and objective strength levels, right? So if their relative strength is low, most likely, like 90% of the time it’s because they’re carrying too much, what we call nonfunctional master, just they have too much fat. Right? So as soon as we start to drop that fat immediately, some of these relative strength numbers go up. So it’s like we further incentivize them working on nutrition and working on those things because not only are they going to look better, feel better, but now also their levels are going to go up. So it’s just like, there’s a lot of cool little things like that.

Greg:                                          29:21                       It’s a, it sounds like it’s, I mean it’s a, it’s a perfect marriage between not only nutrition and the program, but then when the gym basically, which is facilitating both of these things, it’s doing what, what all gyms sell, which is an experience. So it sounds like it’s, it’s, it’s doing that perfectly. So now with that, I mean, I know you guys have some other stuff in the pipeline or have already it from my understanding, from what I’ve seen is you actually, you guys have an APP that people would have their own profile through. Is that correct?

Nate:                                          29:47                       Yeah. So the, the APP and we’re like always in development, right? Always. So sort of improving. But this APP is a way to, for someone to see this visual snapshot of their fitness. So I get also to these technical, I live near Irvine, California. It’s like sort of a UN for engineery sort of people. We have software engineers and also so we get these highly technical kind of people. They’re all over the place, right? But the end, they’ll come in and they’ll just be obsessing about their levels. So have their charts and their things and everybody has a little snapshot, a little visual screen of their levels. And the coach also has access to everybody’s levels so they can pull up and easily see everybody. And it’s just a way to track overall track where people are.

Greg:                                          30:28                       And that’s, I mean, and that’s what we talked about earlier to what you said was being able to track those numbers, having hard numbers of objective measurements, which is what crossfit has always been about. How do we objectives, we measure our fitness level. Cause nobody else was willing to defy it. And we were, which is awesome. And I love when Greg and Greg Glassman talked about that. I mean he’s, I’m sure he’s talked about it and many, many videos, but I always remember seeing that when I would pull up youtube and start watching videos is we were the ones that were willing to measure it. So let’s talk about what’s kind of, what’s in the pipeline, what’s going forward. I mean, like you said, you’re always innovating, which is awesome. If you’re always trying to make systems better, that’s the goal, to give that experience to be better. What’s, what’s the next things going on with level method that, uh, that you guys are going to be doing?

Nate:                                          31:12                       I mean, I think like the biggest thing, the biggest, like what I consider the biggest revolution within, within what we do is this levels based programming. This is like a fairly new project, maybe six or eight months. And so this is programming based on people’s levels so that we create these very extensive coaching notes and digital displays that go on TVS, right? So it’s just basically like a slide that goes up and then there are levels for each of the war. The workout is broken down into five either white, yellow, orange, blue, and then purple plus. So the same workout now is broken down and it’s pre scaled. And this like originally, you know we, I never really, I didn’t get in the to doing this stuff to do programming like it. It’s an extremely extensive, I spend a ton of time on this stuff but the truth is it really does systemize and make things really easy for the gym owner.

Nate:                                          32:10                       So as we’ve been going, my whole focus and with with everything in level method really is to make things as easy as possible for the gym owner. So like how do we make it so simple that all you have to do is put up a thing on your screen and then everything’s pre scaled. You can hand your coaching notes to somebody to a a new way kind of coach and they can read the coaching notes, get all the briefing, get all the stuff and then they can coach a really high quality class. So we were like sort of systemizing that side of it. Obviously it’s, it’s, we’re continuing to refine, continuing to make it better. But that idea is, I’m just, I love that idea is that we can, cause, I mean, think about from a, from a gym owner, one of the most dangerous, sort of precarious elements of what we do with, I mean in any business is the people, right?

Nate:                                          33:00                       So when we have coaches, we have coaches in, in our midst and they move or they have, and now suddenly your, it’s like you, you’re covering everything and now you have to do all the work and you’re not prepared for that. And then now we have to train somebody up and you have to get them going. So if we can figure out a way to make, to make that whole thing better, more seamless, I just had a coach that’s coming up the ranks, you know, that in, in past years, like I would feel nervous, you know, but because I have these coaching notes and I can review them with her and I can go over and she can read everything. It’s like, man, it solves so many, so many problems. And I think that’s, that’s one of the big, the big sort of revolutionary ideas that we’re doing a further development in the APP obviously. And then we have a ton of ideas around like more systems stuff. How do we make this more, so the goal setting is better at dialed in, you know, all of those things are, are better dialed in.

Greg:                                          33:51                       Okay. So and I think I’ve heard, I’ve actually heard from this from one of my clients, uh, that uses level method. You guys, so anybody out there listening, cause it’s definitely a question that popped in my head and hopefully, um, I’m asking it now when everyone else is like, oh I wish you would ask this is you have developed programming for this level method because I think too many gyms out there are probably going well I would love to have that. Like it sounds amazing, but my programming, I would, that would be so much more work to do, to have my programming be within these levels. So you guys actually created your own, your own programming for level methods so that people could do this.

Nate:                                          34:28                       No. So that’s a very common misconception. The programming, like it’s, it’s broadened inclusive fitness programming. Like it’s all we’ve done is we’ve just basically prescale did for every level. So it’s not like we’re not training for the level of methods specifically. We’re not like, okay, we’re going to do the programming, we’re going to like plug it in and you’re going to get all of your members really good at the level method. It’s very, very broad and inclusive and it’s not even a mandatory part. So if anybody’s listening, thinking about like if you do love method, you have to do the programming. It’s optional. You like, we just did it because the demand was high. People just wanted us to be able to do everything for them. But yeah, it’s, it’s a, a broad and inclusive fitness program. Not Specific to Level method. We just have like layered in similar, sometimes the movements, you know, there’s Kettlebell swings it at the same, I mean it’s just fitness.

Greg:                                          35:19                       Exactly. And, but what you guys have done is, like I said, showing those to the members and allow them to bridge that gap to their goals of what they’re trying to achieve. But you guys have done it in for the gym owner side of it allowed them to take away from that programming so that they, if they are doing, and if you’re, if you’re a gym owner out there for your gym, please reach out and try to outsource that because you’re wasting time on that when you’re could be bettering the experience and this is the perfect time or perfect opportunity to do something like that. If they’re jumping on a level method style service, you could, they would have the program and which is, which I think is amazing. I mean they don’t have to, you don’t, nobody has to waste the time on, on developing programming when they could just institute that through through you guys’s, I think it’s additional service. Correct?

Nate:                                          36:04                       Yeah, exactly. It’s just an add on if you, if you so desire. But that’s a huge, that’s a very important point is this, I mean the amount of time that we spend on refining this programming and doing it and thinking it through, it’s like so many, so many hours when we used to do every gym, right? So like there’s a, there’s thousands of gyms. Each person is putting these 10 or 20 or 30 hours into this program where they could, they can outsource it and saves so much time, you know? But again, if people use other services they can, they can maintain that. And then level method is sort of this like framework plug and play framework that lays on top

Greg:                                          36:41                       that makes complete sense to be able to do that and keep them moving forward. But like I said, if, if people are out there programming, I always tell anybody that I mentor, like try to look into outsourcing it because it’s not what is keeping your gym around. Nobody’s, nobody’s googling in your area. Best programming in my area, they don’t care. They don’t give them a great experience and they will tell all of their friends.

Nate:                                          37:04                       Yeah. It’s funny you say that because for before I had, you know, create a level method I like I have, I am of that mind. I’m that sort of guide. It’s like I want to do the best training. And so for like two years we had, as our tag, I cringe to think about it now, but our tagline was we train smarter that Wa and like, dude, not one person ever came. It’d be like, Hey, I saw your thing about you training smarter. Like, no, no. It has nothing to do with that. It’s, it’s all about how you make people feel, you know? It’s like when you come to a gym and you feel really good and you’re feeling these powerful experiences and you’re making friends and your, that’s really what the whole thing is about. And it’s like if, if someone’s not focusing on those things, you’re missing out. Yeah,

Greg:                                          37:51                       agreed. Agreed. 100% so now I’ve got to ask, I mean I didn’t ask this question in the beginning and we talked about it. Do you still own a gym?

Nate:                                          37:59                       I do. Yeah. I have my gym. So when I, I moved to a smaller location and as I was developing the level method, like there are so many things that I test and I go through with my people first. All of the programming is tested through my location. Everything. It, like, all of the ideas are sort of vetted through my, through my gym. And I look at it like a, a test kitchen. But I also love, I love what I do and I have a great team of people that are smart, hardworking, dedicated, and it’s like, there’s, there’s so many little things to be working on it. Like as an entrepreneur, a business owner as like a human being, there’s always so many tweaks and refinements, you know? And with my gym, it’s that, it’s like this very, very fun project that continues to refine and it’s like, I will, I’ll need to keep it, you know?

Greg:                                          38:49                       Yeah, no. And, and, and to me it also builds up that authenticity and authority of like, Hey, it’s not like you’re just creating this programming and saying hey, it’s great or, or level method as a whole and hey yeah it works but not being able to to test it and you guys are testing it. I mean you are going through it these steps in making sure that when it gets to the end user, which would be a gym owner, it’s working correctly and then their members, if they’re doing the programming with that, I mean you’re running a gym, you’re building this organization and I mean and and I don’t even know what, what amount of staff you have for both, both now, but what is it like being the CEO of both of these? Like what, what does that entail? What is, what is the processes? Is there, is there anything out there that if people are, they have a gym at super successful theirs, they’re starting this new opportunity, what do you feel like has been successful for you to be able to juggle both?

Nate:                                          39:39                       I think the, the number one thing is to think in systems, right? To think in ways to lower the amount of stuff that’s going on when it comes to like just a very pragmatic things like living by a calendar, right? So making sure that you have time blocked out to work on big projects things. And then working to a timer. This is also very important. So when you have a project and you’re working on a project that you, you set a timer and you work on it, you’re not getting distracted by a billion things. And these are, this is sort of my obsession is how do I get more done? How do I live a more like stress free life? Because as a gym owner, if you own multiple businesses, it’s like your brain does not shut off, right? And so it’s this ongoing thing and you know, sometimes you’ll wake up and you’ll, you’ll like be thinking about some meaningless detail in the middle of the night and it feels like the worst thing.

Nate:                                          40:35                       And then in the daytime you’re like, why was I so, it’s just like getting these systems. So I think the number one thing for me is to be thinking about systems as a priority and within that world, being able to delegate, create teams, make sure that you get good people and you work with them so that they can, you know, you give them encouragement so that they can come up and they can start to understand things. Um, and then if, if somebody, if you haven’t looked into VA’s virtual assistants to work on little things like the little mundane tasks that you find yourself constantly doing, that would be easily like given to somebody if they just knew the steps that needed to be done. Like the, the raw steps, what’s step one, two, three, four, five, six, seven, eight, nine, 10 if I could and then map that out and hand it off to somebody think like that. And that’s the, that’s like my, my best advice. No,

Greg:                                          41:25                       I think, uh, honestly, I mean I always, I never, never say that I know everything that has never my goal of the intentive of any of these episodes or anything.

Nate:                                          41:34                       I always try to ask questions that I know that I have personally or what I think somebody else would. But I also take away stuff from every single one of these episodes and that whole timer thing. I, I’ve heard it so many times and I don’t think I’ve actually instituted, so I want you to know and you can hold me accountable. I, uh, I need to go get a timer. You something that I can use, probably I’ll probably get something that I can keep on my desk that kind of looks nice too. But I’m gonna start doing that. I’m gonna start up putting a timer on that work so that I actually stay focused in on it. I’m not also looking at my phone or my iPad or whatever while I’m doing it. Think about fitness, right? So like what, what increases fitness like, and you go back, there are many arguments to this, like many sides to the argument, right?

Nate:                                          42:14                       There’s no, but intensity in general is really like hormonally, you don’t want to do it all the time, but when you put things to a timer, you’re going to work faster. You know, and when you, when you slot things in and if you’re interested in really going down in anybody listening, there are, there are two frameworks. I’m just going to give them broadly because they’re are very, they’re kind of, they’re deep. You can go down these worlds, one of them, the framework of general overall organization of your entire life of ways of thinking. It’s called Gtd. It’s called getting things done by a guy named David Alvin. This book and this way of thinking will absolutely change your entire life as, as how you bring things into your life. So when someone randomly is like, Hey, can you do this thing? And you’re like, yeah, sure.

Nate:                                          42:59                       And then you forget five minutes later, that will never happen again. If you can actually implement a GTD system, that’s number one. That’s the framework. The second framework, and this comes down to time to work, is pomodoros. Pomodoros is a, it’s Italian for tomato and it’s a, it’s a system of using a timer and going through blocks of work followed by rest 25 minutes of work followed by five minutes of rest. You do that four times and you’d get along rest of 30 minutes. And this is just an oscillation of work to rest in your arrest. You must rest. You can’t go on. You got to go and look at plants and like go outside and look completely disconnect. And this oscillation of doing deep work followed by little periods of rest is the, and it took me, it took me about two years to really see the benefit of the rest.

Nate:                                          43:51                       I would, the beginner doesn’t rest. And at the same thing happens in fitness. The beginner and intermediate person does not like to rest. Even the events or advanced people that do not like to rest because what do they think? I’m wasting my time. I don’t need a rest. I need another day of training, right? But when it comes and it’s the same thing and work, the beginner person who was getting into really deep focused work wants to burn through the whole day. And what ends up happening is they burn themselves out and then they’re low productive for like weeks. And then they come back and then they do it again. Right? So you have to get this idea of working deep work followed by little bits of rest and now you can do this. All you could do, you could go all day long, these little mini breaks you get, you know, eight, 10 hours of solid chunks of work and it’s sustainable.

Nate:                                          44:36                       That’s a secret, right? So you have these two ideas. GTD and Pomodoro. So anybody, the reason I know this stuff is because I needed, I needed it very, very badly because it was, I was continuously overwhelmed like how am I going to get, I felt to the maximum stretch to the maximum and I knew I wanted to do more, but how was I going to do it? You need systems, you need systems in place and it has to do with life and also business and the the number one system in my life, the one, the two things that I do that I am so thankful for his Gtd, which is a just a way of thinking about things and then Pomodoro, which is a very pragmatic timer based productivity way of getting things done. Like actually getting things done right. Distraction free, phone off, nothing. All you’re doing is working and that’s it. And you get so much done and it’s like you’re like, can’t believe what you can get done in 30 minutes. Yeah,

Greg:                                          45:32                       I think that’s, that’s a perfect place to wrap this episode up because I think anyone that’s listening and it’s like, okay, I need to go download those books, which we’re going to put in the show notes. We’ll definitely make sure, uh, that getting things done is definitely in there as well as the power of moments and people can start utilizing that. But Nathan, if somebody is trying to figure out, hey, you know what, I listen to podcast, I want to get Leffel method, I need to get this done right away. Cause I feel like there’s a lot of people out there that, that need this. And, and, and should be utilizing this along with, of course nutrition. Where should they reach out to a,

Nate:                                          46:04                       to get ahold of you? So number one thing is to schedule a call. So we call it our discovery session or discovery call. We are doing a a um, a special, so it’s 20% off of the, the initial fee up until May 15th. So if you go to level and then schedule your discovery, Brian who Brian Bender who does our uh, sales stuff, we’ll chat with you and then he’ll let you know say that you, you’re, you heard on the podcast and you’ll get 20% off.

Greg:                                          46:31                       Awesome. Awesome. Well Nathan, we’ll make sure we put that in the show notes too so people can book that discovery call. Thank you so much for being able to jump on here. Not only sharing your background, starting level method, but then also making sure that entrepreneurs and business owners are becoming more productive. Thank you for the time. Thank you for being able to jump on here. Thanks for, I appreciate it man.

Announcer:                            46:50                       Everyone. Chris Cooper here on really thrilled to see you this year in June in Chicago at the 2019 two brains summit. Every year we have two separate speaking tracks is one for you, the business owner and there’s one for coaches that will help them make better, longer, more meaningful careers under the umbrella of your business. This year we’ve got some pretty amazing topics like the client success manager, how to change your life organizational culture or the business owner’s life cycle, how to have breaks, how to have vacations, how to help your marriage survive. Owning a business and motivation and leadership. How to convert more clients, how to create a GM position that runs your gym for you and leaves you free to grow your business. How to start a business owner’s group in your community and more point here is to do the right thing that will help gym owners create better businesses that will last them for the long term.

Announcer:                            47:41                       Get them to tinker phase, help them be more successful, create meaningful careers that their coaches and give their clients a meaningful path to longterm health. We only do one big seminar every year and that’s the two brain summit and the reason that we do that is because a big part of the benefit is getting the two brain community together and and welcoming strangers into our midst and showing them how amazing Jim ownership really can be. We’ll have a link to the two brain summit, including a full list of all speakers and topics on both the owners and the coaches side in the show notes. I really hope to see you there.

Speaker 5:                               48:18                       As always, thank you so much for listening to this podcast. We greatly appreciate you and everyone that has subscribed to us. If you haven’t done that, please make sure you do drop a light to that episode. Share with a friend, and if you haven’t already, please write us a review and rate us on how what you think. If you hated it, let us know if you loved it, even better. See you guys later.


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What’s Wrong With Your Website

What’s Wrong With Your Website

How many people who visited your site last month booked an NSI?

Most gym owners have no idea.

But if I asked 500 gym owners, “Who has a great website?” almost all of them would put up their hands. Here’s why most of them are wrong.

Your website should not be judged on its art.

The purpose of a website is to convert your lead traffic to in-person consultations.

Your website’s purpose is NOT to showcase your creativity. It’s not to list your options or tell your prices or share your schedule or brag about your equipment. It’s not even to show your coaches’ bios. Prospects don’t care about any of that stuff, even though you do. People care about themselves. Your website should tell them how you’re going to solve their problem.

Think of your website as a boat in the middle of the ocean. You bring fish to the boat using paid ads, word-of-mouth, Affinity marketing, and all of your other attraction media. Then the boat brings the fish to dock. Then you eat.

Any messaging, pictures or videos on your website that don’t serve that purpose? They’re extra weight. Sometimes they sink the boat.

Your site should give just enough information to lead a client to book a No-Sweat Intro. That includes a few testimonials, and a description of how you’ll solve their problem. That’s it.

In fact, our head of marketing, John Franklin, argues that most gym websites shouldn’t even list their programs. Listing “CrossFit, BootCamp, CrossFit Lite, SweatRx…” and other options actually stops a prospective client from clicking through, because the site is asking them to figure out what they need before they decide. That’s backward. A client should ask her coach what to do.

Clients aren’t interested in your “playground”. No one’s googling “best gym community in Middleton”. Cut your website back to the bare bones; say less; tell them how you’ll solve their specific problem. THEN forge elite fitness with constantly varied functional programming in a supportive community that feels like a sport.

Good websites are more science than art. If you’re not tracking data from your site, how can you know if it’s good?

TwoBrain Marketing Episode 6: Oskar Johed

TwoBrain Marketing Episode 6: Oskar Johed

 Two Brain Marketing Episode 6: Oskar Johed


Today we are joined by Oskar Johed of CrossFit Medis. While growing up in Sweden, Oskar was very involved in sports and soon after graduating from college, entered the corporate world. It wasn’t until tearing his ACL that he came in contact with CrossFit and was instantly hooked! While recovering from his injury, the CrossFit Journal was all he had access to for killing time and keeping him going. It was soon after that he decided to quit his job as a banker and open his own CrossFit Gym. Today Oksar splits his time between his gym and traveling the work as a member of the CrossFit HQ Seminar Staff. 


Today we dive into a range of topics including how Oskar spent around $15,000 last year which generated over $200,000 dollars in front end sales!  


Don’t Forget about the 2019 Two Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both yourself and your coaches. Click hereto register and sign up now!


Contact Oskar:



1:32 – Introduction to Oskar Johed 

4:21 – Changes in Oskar’s Gym before and after Two Brain Mentorship

8:44 – What originally prompted Oskar to sign up for mentorship

12:13 – The immediate changes as a result of the Two Brain Mentorship Program

14:22 – Holding a commitment with your Client and Staff

18:22 – How to retain Quality Control with your coaches

20:21 – Spending $15,000 on ads in one year!

23:49 – How to ensure successful conversion of leads

27:52 – The Key to Success for Oskar’s Gym


Announcer:                            00:02                       Welcome everyone to Two-Brain radio. It is our mission at Two-Brain to provide 1 million entrepreneurs the freedom to live the life that they choose. Join us every week as we discovered the very best practices to achieve perfect day and move you closer to wealth.

Chris:                                         00:26                       One of my favorite finds has been I linked up with Matt several months ago at Forever Fierce and he had some fantastic ideas and so he and I have put together a couple of packages that we think are really gonna help crossfit affiliates everywhere. Two-Brain mentoring clients use Matt almost exclusively. He’s got fantastic designs and he takes all the work out of it. All that time that you spend searching the internet and Pinterest and junk like that for great crossfit tee shirts. You don’t have to do that anymore. Matt has fixed that for you. You can put your logo on one of his templates which are fantastic and your clients will never know the difference. It saves you so much time that you could be using on other things like real marketing. He’ll also go so far as to remind you when it’s time to reorder. He’ll give you suggested order sizes, he’ll help you set up preorders so you’re not even fronting the cash from the inventory. It’s all amazing stuff built to help affiliates and that’s why I love this guy and this company they do all of catalyst’s, shirts, all the Two-Brain shirts, all the ignite gym shirts. They do everything for every business that I own.

Mateo:                                      01:32                       Hello and welcome to the Two-Brain marketing podcast. I’m your host Mateo Lopez and I am one of the digital marketing mentors at Two-Brain business. Thanks for joining us. This is going to be your weekly dose of digital marketing magic and every week we’ll go over marketing campaign strategies, useful tips and updates just to keep you in the loop on the ever changing landscape of advertising on the Internet for Your Business. And today’s episode we have a very special guest. We have Oskar Johed from CrossFit Medis and yeah, I’m really excited because we’re going to learn all about him, his gym. And what’s most exciting I think is that last year he spent around $15,000 us in advertising spend and he was able to generate from those paid ads, $200,000 in front end sales. So that’s a, that’s a big return. It’s not totally typical, but I do want to learn because it is pretty special.

Mateo:                                      02:25                       I do want to learn the magic behind Oscar’s operations. So how are you?

Oskar:                                        02:30                       I’m really good. How are you buddy?

Mateo:                                      02:32                       Good, good. So for those tuning in, I mean, you know, you’re, you’re a Two-Brain mentor so people may not know a little bit about you and in your story, I know you’ve had some guest blog posts and things like that, but for those who don’t, you know, who are you, where are you from? And tell us a little bit about your business.

Oskar:                                        02:52                       This is going to be the Twitter version of yeah, the Twitter version two–whatever. Me and my business partner Karl, who is also a mentor here in Two-Brain. We opened the gym about five years ago. We both had corporate jobs in the past. He was in sales, I was a banker. I used to help multinational corporations handle their liquidity and I also worked in for an exchange. And so about five years ago for different reasons, we quit that and decided to open a gym in Stockholm. So that’s where we are. Uh, we have been mentors for Two-Brain for north of a year. I just think we’ve been in Two-Brain as clients for more than two years I think.

Mateo:                                      03:35                       And you’re on the, you’re on the seminar staff, right?

Oskar:                                        03:38                       Correct, yes. So, uh, I did, the gym runs itself pretty much. So I balanced my time trying to keep up with my seven year old daughter. I have the opportunity to travel around the world on the weekends to give people the level one, the current, you know, the, the, the material on the level one and teach people to squat. And I also can teach and hopefully inspire gym owners around the world to become better at running their business. So I like helping people both in coaching and also in, running the gym efficiently.

Mateo:                                      04:13                       That’s awesome. And so how long did you say, how long have you been open?

Oskar:                                        04:17                       Five years.

Mateo:                                      04:19                       And what was your, you know, how has your business changed and what was the business like prior to Two-Brain and mentorship and how has it changed since implementing what you’ve learned? Through the incubator?

Oskar:                                        04:31                       We started the gym as a business, so we both had that going into it. We had, you know, we had pretty decent paying jobs. We had families when we started, so we had to make money from the start. So what do you mean started it as a business? You mean some people started as a hobby? Is that what you’re saying?

Mateo:                                      04:50                       Ah, I’ve heard so I’ve heard people do that, right?

Oskar:                                        04:53                       Oh, okay. We had a five year plan and we had, you know, we had uh, you know, we had a budget, we had, you know, cashflow per good projections. We had a rudimentary, you know, business plan. However, we were kind of contrarion cause we’ve left that part of the world. We, wanted to get rid of structure and, and you know, corporate, you know, or you know, more meetings, right? And now it kind of comes back. Turns out, when we have a gym, we need that stuff. So, uh, it all comes back and, and uh, you know, we need this stuff in place. But that’s where we started it. And we had an understanding of what we were born to do, crossfit for regular people, so to say, we had no intention at all to run it for for athletes. We’ve had from the start a shirt on policy. In the gym where we started, it’s only shirts on policy.

Mateo:                                      05:42                       Right, right. Wow.

Oskar:                                        05:43                       Hey, here’s the thing. When we started there were like 15 gyms in Stockholm, so we said, if you don’t really care then we are one of 15. But if you really care about not wanting to join a gym where people take their shirts off, we’re the only one. So to play to the answer, you know, we used that to increase our odds.

Mateo:                                      06:00                       So that was your first strategic advantage maybe, right?

Oskar:                                        06:05                       Yes. Yeah. And the places we rented had like nine foot ceilings. So we couldn’t do rx wall balls for instance, and we didn’t really know that when we moved in. But two stories above us is the Red Cross sent, therefore tortured refugees. So we can’t really drop any barbells.

Mateo:                                      06:23                       Right. A lot of clanging and banging is probably not good for, for recovery from post traumatic stress. Okay. Well tell, tell people about the layout of your gym because it is unique. You do have a different kind of like, yeah.

Oskar:                                        06:35                       So, so we’re, we’re at the bottom of a, an office building with nine stories above us. And if we drop barbell they hear it all the way up to the ninth storey, we’ve actually tested it. It’s true. So we were there for three years. We had pretty cheap rent even though we’re center of Stockholm. But then three years in, the, the landlord said, we’re going to raise your rent by 94% so we said, okay, that’s, that’s, that’s a lot more than we can really pay. And we were at Max capacity, around like a hundred and 75 members. We ran classes, you know, five, six, eleven, noon, four thirty, five thirty, six thirty, seven thirty. Pretty much we worked at maximum capacity, it’s about, well we have about 1400 squares metres of work out area so you can fit 12 people in safely. That’s about it. But inside the office building, there’s a smaller, you know, basketball court. So we eventually, after a year of negotiating with the landlord, we got got this place as well. So we have two rooms in the same building, they’re joint with a small corridor a hundred feet apart or something. So we run classes concurrently. That place that’s kind of the same size. It’s obviously a higher ceilings, but it’s, it’s, you know, 1400 hundred square feet for workout area there as well.

Mateo:                                      07:47                       You also have the recovery room, right?

Oskar:                                        07:50                       Right. Yes. So we have, you know, it’s small. We have obviously saunas as well. Because that kind of came, would you know when we bought, they were, when we rented the, the basket ball area gym, which is nice to have. We have to pay rent for it. So, so of the of the area we pay rent for it. We can only use about 46% of it to actually work out at, cause then we have storage and stuff like that. So it’s not an optimal place to run a gym at especially. And we can’t drop weights. And I rent this about four. It’s, we pay north of 11,000 a month and that gets us two rooms of about 1400 square feet of workout area.

Mateo:                                      08:30                       Wow. So for those who didn’t catch that, he says 11,000 a month. Yes. US. And he can’t drop weights and they’re still rocking and rolling. It is possible everyone. It is possible. That’s, that’s awesome. So okay, so then you came in with a business background. You came in knowing that, hey, this is a thing that has to exist at some point without us and it needs to make money for us and our families. So, but then what, what prompted you to, to sign up for, for mentorship in the first place?

Oskar:                                        09:04                       Yeah, so our, our original business plan, was we, we got fed up of working big corporations in where they do annual health checkups but they’re useless. So, uh, we were frustrated and we said that we’re going to target corporate market and we’ll get them on corporate health programs at the gym and then we’re just going to run the crossfit individual crossfit classes. Sort of say we switched that around but, but I will say intent from the beginning. I’m going to talk about, yeah, that as well because yeah, it’s still fairly crossfit members. They, we charged like $45 from the beginning because that was just going to be an add on revenue for us. But over time we’ve changed that. We’d raised the prices early from like 45 to 75 to 95 to 125 to 155 to 165 over five years. So it would have known from the beginning was that we were going to run a nontraditional CrossFit gym.

Oskar:                                        09:57                       We wouldn’t have started with $45 a month obviously right here. Right. So that was like where we, where we started and we knew that we were, you know, we want to run to corporate thing cause we saw there was money in it and we all thought that it was the way corporate wellness programs run were not particularly efficient. So, but at some point we kind of switched from going to corporate sites to more traditional individuals. And at some point we saw that this is not going to be a lifelong commitment because we have families, we, you know, we can’t run this, the two of us with some extra help from part time coaches that need to stay. We’ve made a commitment to our clients and to their families and our families as well. And you know, this is not gonna fly. If we don’t get external help.

Mateo:                                      10:42                       So you’re saying you, you had a strategy, you were kind of trying to land these corporate wellness deals and that wasn’t working. You started to pivot. Where you’re just not seeing the growth that you needed to see or where are you two working a lot and burning out what was the,

Oskar:                                        10:58                       I think like we weren’t working a lot with probably working on, you know, less than 40 hours a week. But we were coaching the majority of the classes. That’s the two of us. And we enjoyed that. But, and, but we were at capacity, we couldn’t really bring in more members and at some point, you know, we got kids who want to take the summers off and, and stuff like that. And we saw that, no, not when people hear that’s loss of 20 pounds or 30 pounds, you know, with people that I’ve met in the gym with was we have made a commitment to them. Even though we just have monthly memberships, we count everyone as a lifetime member, we want to improve their life throughout life. So, and we said that in the past we were running right now this is not going to be sustainable. Not for us, not for the culture, it’s not for our members and not for our, our family. So then we need an external.

Mateo:                                      11:41                       Okay, great. So I see your prices were really low. So that was a problem like your ARM was, it sounds like your, your ARM was pretty low and that was kind of an issue.

Oskar:                                        11:51                       When it comes to that, the private, we were doing pretty good cause we had some corporates that would show with pain, you know, big tickets. But when we made a pivot we had to restart it. It’s going to be easier to attract regular individuals. CrossFit here is like four or five years behind you guys. So this is like in 2014 2015 and it was just kind of like the equivalent of, you know, your 2011-2012 ish.

Mateo:                                      12:12                       Got It. Okay. And then so you signed up for mentorship and what changes did you see in your business afterwards?

Oskar:                                        12:19                       Tremendous. And we had been working for quite some time. We’ve been following Chris and, and theTwo-Brain for quite some times. So I’ve been doing some, we’ve been moved on that at some of the uh, strategies. But we were, you know, we were kind of tired of treating ourselves as corporate because we’ve came from that. So we didn’t really want to have flow charts or processes written down. We wanted to be shoot from the hip because you know, we’re tired of feeling like we wear a suit. But that’s where we kind of, you know, had to come back and our mentor first said that you have to be like Mcdonald’s or like, I don’t want to be associated with but you know, the consistency of Mcdonald’s. I can’t say that I go into it too often, but I don’t really know if I’ve ever been disappointed or pleasantly surprised. But you know what you’re going to get when you go to Mcdonald’s? So that’s really where we started. All of solidifying in, in codifying our culture. So it was pretty clear that this, the way we run our business, our systems live in, you know, our culture lives in our systems.

Mateo:                                      13:16                       I like that. Yeah, I really like that. I think, I think what you’re touching on is kind of the first lesson in the incubator. It’s the vision and values section and how that needs to be, as you said, codified and written down somewhere so that it lives in your standard operating procedures. It lives in the way in which your, your coaches do things in your gym, do the service, and then it also helps, like it helps in the long run too because if that’s not clear and written down and codified, like you said, you know it’s going to be hard to teach that to your, to your staff and to make that experience consistent. If you have a certain value or a way our brand promise for your, for your gym, you’re talking about Mcdonald’s, you need that to be written down and codified, like you said.

Mateo:                                      14:00                       So it’s consistently being expressed through every aspect of customer engagement in your, in your service. Cool. All right. So, so that, that was a big, it sounds like having someone really you back in and say, Hey, I get that you were shooting from the hip before, but you know, you know, you know, some of this stuff. So just, you know, go back. Um, so that sounds like that was a big turning point for you guys. What else? Tell me a little bit about, you mentioned this a little bit before, which is you have a commitment to your clients and your staff once you open your doors. What do you mean by that?

Oskar:                                        14:36                       I think that we have these people come together and there’s, there’s a, there’s a obviously, do you have a contractual agreement that we should deliver some kind of service, you know, thrusters and burpees and they fork over some money. But I think it’s bigger than that. And, and that’s something I’ve realized, you know, last year Chris said it’s, it’s like a silent agreement of people coming together. And our part in that is making sure that we can stay on top to deliver them thrusters and burpees, but with, but throughout life it’s going to be ups and downs, but it’s, the commitment we’ve done to these people is to improve their lives throughout. So, so they can improve their families if they’re, you know, if they have kids, do you want them to be better parents if they, you know, were helped there, inspire their parents to be, you know, get off the couch.

Oskar:                                        15:18                       So I think it’s, you know, we started us as fun saying, you know, as a business it’s cool to work out. But I think it’s, it’s, it’s far bigger than that now that this commitment that we have is something we take really seriously. And, and that’s probably, as you mentioned, the number one reason why we just can’t shoot from the hip and more consistency is very important to us. And we’ve, we are probably gonna get into move into marketing, paid marketing, paid advertising. But we’ve been very fortunate in the way paid advertising has worked for us. But it to the point where we, you know, we burnt out to be totally honest. Working too much so we were too successful. So now Karl, my business partner, is phenomenal at talking to each coach. We don’t talk about, you know, coaching their squat or you know, a metabolic pathways or something.

Oskar:                                        16:04                       We just start by talking about value. So they sit down in here for an hour, just talks about values, values, values. And so we’re kind of at the point now where if so regardless of what problem is the, the, you know, the answer is all of us, your values. Greg Glassman said, you know, the, regardless of the problem, it’s the answer. Always a squat. But for the business it’s always values. So Karl takes them through that and that’s kind of something we’re trying to iterate all the time because it’s so easy to get caught up in thrusters and burpees or, or whatever. But that’s only manifested in the way we actually deliver. A service and that’s you. Our values.

Mateo:                                      16:33                       Yeah. If you have a problem, if you have a question, you turn to your core values and it should be right there. The answer should be right there for you. Awesome. So yeah, tell me a little bit about that. How often do you check in with your coach? It sounds like, it sounds like from what you’re telling me, you know, you, you, we asked you when we sit down with our members on a regular basis have what we call goal setting sessions to check in with them. Sounds like you do that with your coaches. Tell me that. What about that, that process?

Oskar:                                        16:57                       Yeah, so, so currently we have three full time coaches and then it’s Karl and myself are also like full time you know, you don’t do anything else, you know, obviously do some mentoring and some stuff like that. But we are on the payroll and then we’ve got a GM, a nutrition coach and then we’ve got five or six part time coaches and Karl sits down to talk with the coaches like weekly on life. How do you know, how do you, how do you feel it’s going? And then I’m trying, I’ve tried to focus more on, on the coaching, so we’re trying to check in at least at least weekly on the full time coaches and then eventually going to do the same thing with our part time coaches as well. And then we continuously produce material for our coaches to train, you know, in terms of like how do we effectively coach athletes or, you know, uh, so we tried to check in with them regularly because since we have now stepped away from being the baker or the, you know, that uh, we’re not really, we don’t really have the icon problem anymore.

Oskar:                                        17:51                       We have to make sure that our coaches deliver the same kind of message and service that we did in the beginning. So it’s really important that we check in with them that to see that they are actually doing what we want them to do. I’ll check and make sure, hey, like is this, make sure that whatever their life professional goals are, that you’re still in your, what you’re offering them is still in line with that and making sure that they’re worth the amount of hours they want to work and making what the want to make. Then you’re there for the quality control.

Mateo:                                      18:21                       So tell, tell me a little bit about how do you check in on your, how do you do quality control on your coaches when they’re doing classes? How do you do that?

Oskar:                                        18:31                       So the simplest way is that what we found that works the best is if we, if we, uh, we have them record, it was set up a video camera, they record the class and then they watch it. I watch it, they write down, you know, what they think was good, what can be improved. I did the same thing. We base it on, you know, the sixth criteria is that we teach on the, the level two: the teaching, seeing, correcting, presence, attitude, group management and demonstration. And then we grade them one to 10. Doesn’t really matter where the numbers are. But then we just find something to focus on for next time and then we just keep reiterating the, the process. So I watch them coach on video cause I can’t really watch them all the time.

Mateo:                                      19:13                       Well I was going to say how many hours you spending watching videos?

Oskar:                                        19:16                       Uh, we, well I don’t know. You don’t have to watch the entire session cause if you’ve watched an entire session yeah you, you can just, you know, you know once the warmup is over, you know, when you know this technique, whatever. If you just focus on one thing, it doesn’t really matter where just find a starting spot. It’s just like where do we start? Well anywhere. So I just want to focus on one thing, see that, the improvement in that thing and then we move on to the next.

Mateo:                                      19:37                       I think what you just said is so, so valuable. I remember when I was starting work on the incubator and you’re just like I got to track all this stuff. I create all these systems and I create all these processes. And it’s like, no, just pick one thing, one metric, one thing you want to measure. And then once you’ve regularly start measuring that, then you pick the next thing and the next thing. So it’s like, yeah, let’s focus on coaches warmups. Let’s just look at that for the next two weeks and just do that. And then we’ll move on to their strength and uh, them teaching barbell stuff and then we’ll move on to the metabolic part, metabolic conditioning part. So that’s amazing. All right, cool. So you watch videos, you have them watch it, you grade it, and then you discuss and work on and then give them their, their points of points of improvement.

Mateo:                                      20:18                       That’s amazing. So, all right. And I, I think that you mentioned paid advertising. I want to bring that up because you’ve been talking about consistency of service, right? You have to deliver excellence and you have to do it every time. And I think that’s probably a big part of what’s led to your success in some of the paid advertising. Because you last year alone, you spent, you know, a little, little over 15 grand, $15,000 in ads, and you were able to generate over 200,000 in front end, just front end sales from, from these ads. So tell us a little bit about your paid advertising system and why you think you’ve been able to, to have such awesome results.

Oskar:                                        20:59                       Yeah, this has come at a cost. You know, we need to mention that as well. We’ve, we’ve very dark. At one, 200,000 in front of, you know, they should be telling you we are doing really well right now, but there were some collateral damage. There were some, we lost some good soldiers on the way. So, yeah, but if we just start where we are currently, we, yeah. So I think it told Chris that the first time I spoke to him, like you know what we try to do when we, when we get told, I get told, you know, this is way to do it. I’ll see if I can break it.

Oskar:                                        21:39                       I try to reverse engineer it and break it to improve it and cause I think I have that obligation. I think if we’d have the same thing with, with marketing as well, because we started with the traditional, you know, the, the Two-Brain marketing thing, but as quickly as I could, I tried to destroy it because I think that we’ve made a, an agreement with all the other, you know, to bring clients to try and prove it. If everybody did just keeps the same thing, it’s going to be a regression to the mean. We were not going to have exponential returns. So there’s gotta be someone, the Ad from time to time brings in something that makes that jump from like zero to one. So that’s what we’re looking for. So we’ve been toying around quite a bit with paid marketing.

Oskar:                                        22:24                       But what would come down back to is that we put together a video for a, I don’t even know if we say it’s six weeks, but we essentially take, it’s a six week program and service or your fitness program that you’re offering. You have this video, right and we’ve done really well produced materials from a good fit, you know videographer and that was doing well. But we have one that I shot and they go process like Fisheye and it looks pretty weird. And what we did in the first, we didn’t specifically say there’s going to six week and name the price, we’ll try to edit that out a few times. So it’s, it squeaks a and it’s Funky as hell, but it’s working really well. And we bring in, everybody comes in on the same front end offer. We have a picture of, you know, Facebook, it comes to the landing page.

Oskar:                                        23:09                       So you see this video that’s been chopped up a few times now, but it’s still delivering. And we even, we have the price on the website, on the landing page because we want to filter people out because you know, we don’t want anyone to come in and take time. But even though we, we market a, you know, six weeks thing at $450, only 60% actually end up buying that. We sell a lot of nutrition and personal training based on a video we produced the nice looking video for, for personal training. But this funky one, the six week thing with our prices on converts better than the other one. So, uh, I don’t think it’s anything else but pure and sheer luck that it works really well for us.

Mateo:                                      23:48                       So tell me a little bit about, so someone, someone sees this ad, they, they, they watch your video, your funky video, they inquire what happens.

Oskar:                                        23:57                       Yeah. So as I said, we, we post the prices, we didn’t do that. We will do it ike six months from now because we want to filter out people because we are our, our cost per lead, they’re really low currently they’re like $8 with a price. So we want to filter out people. So they then we put out, you know where the final one, you know, tell them what we’re looking for. We specifically say we don’t want people that just want to do the six week or the time based thing. This is a longterm commitment and then they schedule a, No-Sweat Intro and schedule and then, and then what happened? Yeah, so we obviously have lead nurture in place. However, because we’ve been down to like $4 at the beginning of the year to acquire lead and they know the price, it’s actually cost us more to nurture the leads that just wait for someone else to book and call us.

Oskar:                                        24:53                       So too many people in that for you, you’re burning money. That’s currently are, we are like teach 75 members. I, we can’t have any more group members come in. So the key would keep running the same funky video because it works so well. But we’re trying to convert people in nutrition, personal training instead cause we can’t really fit any more group people. And so you use it as like a Trojan horse. They inquire about this thing and then you’re like hey by the way I’m not going to sell you this thing. No. Like we don’t like we try to pride ourselves on not selling. We just want them to make people buy. Yeah I understand we’d say. But everything we do is from health perspective and, and we do turn away, like I’d say eight of 10 are sign up with some kind of service cause we still filter them pretty hard.

Oskar:                                        25:42                       We just save that. I want to call them up for the intro that, you know, if you’re just looking for it, you know like you know, fat burn bootcamp. There are other places that will work better than us cause we were just, you know, this is not the place for you. But we try to, we also send people to other gyms. If they live too far away from our gym, we send them other way. You know, just we want people to come to us for the right reasons.

Mateo:                                      26:03                       And tell me a little bit about that. What happens when they sit down in front of you? How does that, how does that process work?

Oskar:                                        26:09                       Yes. Well currently it’s myself and Karl that does that because we enjoy that and our coaches are pretty full with doing goal reviews and personal training and run classes etc. We’re probably going to get our GM doing sales too soon.

Oskar:                                        26:19                       So we give them a tour of a gym. We have posters, have members and we have some other things for. So we’ll show that. It’s very important for us to show that we are evidence based. So we have the 11 message system. But regardless of what you have, we talk about your measurable results. We have pictures of members, we have some, they are fit. We have one member, John is, he’s, he’s had Parkinson’s for 23 years. He rides into the gym in, his electric wheelchair and, and uh, so we then his, his doctor said two years ago that he had six months to live and he’s still rocking and rolling and doing dinner, laundry you know, attributes a lot of that to crossfit. So we kind of like him to point out that yes, there is someone here that is less fit than you are. You can probably do it.

Oskar:                                        27:02                       Then after that we sit down and we try and figure out how we can help them best. You know, we ask questions on where they’ve been. Housewives, what are they looking for and we try to find an emotional reason for them to succeed. Uh, I think it’s important because everybody says they want to lose 20 pounds. I had a woman come in recently that said, eventually we got down to, she wanted to, you know, fit in her bathing suit. And I said, why? Because she’s currently driving across town to take her kids to the pool because she doesn’t want to go to the pool right next to her because you know, she’s embarrassed to take, take her kids there. And, and obviously that makes me want to help her a lot more than someone who just want to lose 20 pounds. And I hopefully that’s going to help her put in the time and effort to lose the 20 pounds.

Mateo:                                      27:44                       I love that. And you got to, you always have to ask why and then ask why again and ask why again till you get to the real reason. That’s awesome. That’s great. So you’ve got a full time staff, you’ve got a GM coming on board, you’re going to be able to put more and more on his plate, allow him to grow and have more or allow them to grow and have more opportunity. And you are, you’re, you have a profitable business, you’re a level one staff. What do you think’s been the key to your success?

Oskar:                                        28:12                       I do think there’s a lot of luck to it. Uh, I shared that, as I said, the videos kind of funky and we currently don’t really have that many. There aren’t that many people who compete with us on what we do. And I think we are kind of unique in, in, in, uh, in our branding or what we do. We don’t really, you know, we don’t have any, you know, bloody hands on our Instagram handle or something. So I think that plays a part to it. But I also think that we are just lucky in a sense. We tried it, we tried to look at numbers, but at the same time, at some point just, you know, I like to be datadriven we talked about it a lot, you know, in terms of, I know what are our cost per leads? They currently at $8 and I know how much money we made last year and, and all that.

Oskar:                                        28:58                       And I can see what age credit eight ad creative is performing better. What picture is it? But at some point you’re like modeling randomness. There’s so many variables I don’t control. So at some point we just have to have, we have to kind of define success for ourselves. Like could something work better? Probably. But are we happy at $8? Yes. Like what happens if they are at 12? I mean, we’re still happy. Yes, if they go up 18 is maybe that’s when we start doing something. So we try not to spend, you know, to, to, uh, to try to assess too much. And in our success, in terms of marketing, I do think we are good at, at, at really showing people that we care. I think that that’s, that’s, that’s very important. And we are willing to fail. We don’t, you know, we do spend a lot of money on marketing because we’d like to play around.

Oskar:                                        29:48                       We are going to start doing more personal training as now you don’t actually test them with our, you know, to bring in people from other gyms to see if we can test them on our leveling system, to just bring them in to do personal training at us to get the levels and then pass them on to go back to their own gym. So I think, but I think we, we, we have a deep respect for each other. Karl and I and, and we both, you know, want to succeed. And I think, you know, Josh, our mentor helps us a lot. So that’s a kind of a vague answer but I don’t really want to say I don’t want to take credit for, for the success we’ve had in in marketing. We just been fortunate to spend time with you. We’ve been lucky but we keep running with it. We do spend a lot of money in marketing as well cause we’re not, we’re not willing to to to, you know, it doesn’t really matter if the, if we fail, we just keep trying.

Mateo:                                      30:33                       I’m going to ask you one more time. You don’t have to be specific with marketing, just what’s been the key to your success in general with your gym in general?

Oskar:                                        30:42                       No, I think accountability. It’s very, it’s something that it comes down to. I think we attribute a lot of success at our members to accountability and that’s the same thing in terms of for business as well. We have a board that helps us a lot. We do have tremendous help from, from our mentor, you know, from you as well and Josh, both Karl and I are mentors. Like everything we say kind of go through the mentoring filter. So it’s kind of like, imagine being married to like, you know, a shrink or something. It’s kind of, it could be quite challenging from time to time, but the accountability and having a sounding board, it’s something that that has been tremendously important and, and our success and you know, marketing, phew, phew, phew. You and John in the beginning, Josh and Chris and everyone else, like, you know, we, we, we try to help to bring in families. So we, we do what we can and if we say that we are developing something in terms of marketing, we want to do it so we can give it back. If you’re doing something to have some coaches development, we say that out loud. We’ve made a commitment.

Mateo:                                      31:48                       Awesome. So, well first of all, thank you for coming on today and thanks for chatting with us. If people want to find you, if you don’t want to talk to you, people want to hang out, where can they find you? Yeah, this is where it would probably be: if you’re for some reason would be strolling around in the streets of Stockholm then you would be around our gym. You’re more than welcome to come in. We have amazing coffee. Beautiful. Awesome. Well thank you sir and uh, uh, probably see you in June, right? That’s right man.

Speaker 5:                               32:23                       Hey everyone. Chris Cooper here. I’m really thrilled to see you this year in June in Chicago at the 2019 Two-Brain Summit. Every year we have two separate speaking tracks is one for you, the business owner and there’s one for coaches that will help them make better, longer, meaningful careers under the umbrella of your business. This year we’ve got some pretty amazing topics like the client success manager, how to change your life organizational culture or the business owner’s life cycle, how to have breaks, how to have vacations, how to help your marriage survive, owning a business motivation and leadership. How to convert more clients, how to create a GM position that runs your gym for you and leaves you free to grow your business. How to start a business owner’s group in your community and more point here is to do the right thing that will help gym owners create better businesses that will last them for the long term, get them to tinker phase, help them be more successful, create meaningful careers with their coaches and give their clients a meaningful path to longterm health. We only do one big seminar every year and that’s the two brain summit and the reason that we do that is because a big part of the benefit is getting the Two-Brain community together and and welcoming strangers into our midst and showing them how amazing gym ownership really can be. We’ll have a link to the two brain summit including a full list of all speakers and topics on both the owners and the coaches side in the show notes. I really hope to see you there.

Speaker 6:                               33:52                       As always, thank you so much for listening to this podcast. We greatly appreciate you and everyone that has subscribed to us. If you haven’t done that, please make sure you do drop a light to that episode. Share with a friend, and if you haven’t already, please write us a review and rate us on how what you think. If you hated it, let us know if you loved it even better.

Speaker 7:                               34:17                       You guys later.


This is our NEW podcast, Two-Brain Marketing, where we’ll focus on sales and digital marketing. Your host is Mateo Lopez!

Greg Strauch will be back on Thursday with the Two-Brain Radio Podcast.

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How Much Suffering Is Enough?

I get it: you can grind.


You made the decision to open your business. You took the risk. And now you’re going to do whatever it takes to succeed.


You’re willing to sacrifice your sleep, your family time and your health. You’re not going to ask for help, because this is YOUR problem.


But is it really?


Who else is paying your fare?


What are your kids giving up when you work late?


What does your spouse think about when you’re not there in the morning?


You’re not just hurting yourself here, friend.


It’s still hard for me to write, but I put my family through stress, loneliness and even poverty that could have been avoided. If I’d asked for help sooner, I could have cut months–years!–off my entrepreneurial struggle. How many exactly? It doesn’t matter: every single day is a day too many.


What are you willing to trade while you figure it out yourself?


The price of caring, professional mentorship is $5,000. What’s that over a lifetime of Tuesday night dates with your wife? What’s the cost of a missed bike ride, or the price of a nap with your baby?


How many of those do you have to trade before you say, “It’s too much”?


I waited too long. Don’t.