Episode 162: Healthy Steps Nutrition, with Nicole Aucoin

Episode 162: Healthy Steps Nutrition, with Nicole Aucoin

Today we are joined by Nicole Aucoin! Nicole owns Health Steps Nutrition which helps gyms offer nutrition services to their clients. After realizing how important nutrition was at a young age, Nicole studied to become a dietitian while in college. She now boasts over 10 years of experience helping thousands of clients reach their nutrition goals and her programs are currently run at hundreds of gyms and nutrition practices worldwide. 


Be on the lookout for my new book coming out May 7: Founder Farmer, Tinker Thief!


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, include Nicole!. Click here to register and sign up now! 





4:03 – Introduction to HSN with Nicole Aucoin

8:36 – The importance of having a nutrition certification at your gym

10:38 – Streamlining your nutrition program at your gym

12:52 – What are the best nutrition programs doing to succeed?

17:30 – Using case studies to promote nutrition at your gym

21:15 – The importance of developing coaches within your gym and program

22:35 – Ways that technology can be leveraged to grow your clientele

25:15 – What is the roadmap for training a nutrition coach?

30:28 – Overcoming hurdles while starting a nutrition program

Greg:                                          00:02                       Welcome everyone to TwoBrain radio. It is our mission at 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 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 try 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 For Time Design for twobrainbusiness.com and catalystgym.com Websites because those are the most important websites I own.

Chris:                                         01:13                       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 posts. I talk a lot about content marketing and that means I have to know the medium through which I’m delivering my content. Using for time. 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 TwoBrain clients in our incubator and growth stages to watch so that they can do stuff like build landing pages themselves.

Chris:                                         02:03                       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 fortimedesign.com that’s what’s made them an official TwoBrain partner is our firm belief in their commitment to helping first and a strong sense of service value.

Chris:                                         02:39                       Hey everyone. Chris Cooper here and really thrilled to see you this year in June in Chicago at the 2019 TwoBrain 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 in 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.

Chris:                                         03:31                       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 TwoBrain community together and welcoming strangers into our midst and showing them how amazing gym ownership really can be. We’ll have a link to theTwoBrain 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:                                          04:03                       All right. I’m here with Nicole Aucoin of HSN and welcome to TwoBrainradio. Nicole,

Nicole:                                      04:08                       thank you. Thanks for having me.

Greg:                                          04:09                       Happy to always have you on the podcast. So let’s, let’s kind of dig in a little bit. I mean there’s many people out there that know who you are. If they’re listening to this podcast and they’re a gym owner, they’ve heard you on the podcast before, they’ve heard you on HQ as podcasts, but let’s give a little bit of background to that, maybe a few people that don’t know about your services and who you are and uh, maybe like a two minute snippet of, of, of who you are and the businesses you own.

Nicole:                                      04:34                       Yeah, so I’m a registered dietician and our goal, we started HSN mentoring. Our goal is to help gyms implement a comprehensive nutrition program. So, Gosh, I think it was four or five years ago now. Chris found out what I was doing with a crossfit in Florida and said, hey, I think you could help a lot of the gyms that I work with. We did a podcast, I think it was like 2014 or 15 and goodness, things have taken off since then, so we’ve been really fortunate to help over 450 gyms at this point, implement nutrition into their facility. So I wrote a program that gyms implement and we also own a crossfit gym down in south Florida. So we have a gym Nutrition program and then the mentoring company.

Greg:                                          05:17                       The biggest difference, I always tell anyone that is signing up for HSN. We love having HSN at my gym, but the biggest difference I always tell them is you’re a licensed dietitian. So this program is backed by licensed Dietitians, which means these meal plans that you’ve created that which we’ll get into the technology side of it of course here in that episode, but you’ve created so that people can actually prescribe food to their members backed by licensed Dietitian compared to not being backed, which would technically go against a lot of the state laws out there prescribing food. Is that correct?

Nicole:                                      05:51                       Yeah, so every state’s a little bit different. And um, for instance, in Florida you technically can’t get meal plans, provide medical nutrition therapy, or really if you look at the actual, it can even charge for nutrition or master Dietitian. It’s crazy to me, but the way we’ve gotten around it is I have written everything that is given to gyms that are using our program. We oversee everything. They’re not able to change a lot of this stuff because it is written by me and backed by a dietician so that it does work. There’s still some things like medical nutrition therapy that are out of the scope of practice of the program just because in a short course, I can’t teach someone how to manage someone’s diabetes with nutrition, but for the most part it really does help gyms be able to talk to their members and give them a solid plan. They feel confident talking to their members about nutrition.

Greg:                                          06:40                       in what you’ve seen so far. I mean if we’re on the mistakes that some gym owners and business owners make by prescribing food and stuff like that, what are some of the other common mistakes that you’re seeing them do when trying to run a nutrition program?

Nicole:                                      06:53                       I think the biggest mistake that we see with gyms is they don’t make it a pillar of their business, meaning you know, nutrition is hidden on a website or never talked about in social media or in classes or in email content and people think that because they offer nutrition but never talk about it. People know to come to them and we know that people need to hear something eight to 10 times before taking action. So if you’re talking about nutrition once a month, it’s going to take a long time for people to actually come to you for nutrition or see you as the expert. So you know, you really want it to be a clear message that nutrition is a pillar of your business. So you know what that looks like is when you go to your website for instance, and we just did a ton of stuff with our website, which has been amazing, but you go to your website and if you don’t have nutrition in the main header in the tabs section, people aren’t going to know that you offer nutrition if it’s hidden down, down below. So I think that’s essentially the biggest mistake that we see with, with gyms.

Greg:                                          07:50                       And I think that’s 100% correct. And now that you say that, I’m going to write it down and make sure that I go on my website. I don’t know if we do, but we do offer nutrition. So that may be a hurdle that, that we’re making as, as a gym and somebody that offers nutrition services. And I mean, I, I, I’ve started to take a lot of the free help calls and I’ve noticed one big thing is a lot of people jump on and they say that they have a nutrition certification. It’s usually the big one you hear is Precision Nutrition, which is a great certification. Um, I’m not knocking that in any sort of way. They are really, really good. But the one thing that I kind of relate that to is precision nutrition is different than HSN. And I know you can kind of explain it a little bit better than I can, but what’s the real real difference that you see when people are making the mistake of saying, Hey, I got a coach that has a precision nutrition certification. They can start a nutrition program. I don’t need HSN.

Nicole:                                      08:45                       So first I would say 50 to 75% of the new people signing up have someone on their staff that’s precision nutrition certified. So we are super familiar with that certification. Last month we had a podcast with one of their head expert trainers at precision nutrition and he came into our group. He talked about the psychology of change and it was an amazing Webinar. I think it’s a really great certification and it teaches you the fundamentals. Then working with nutrition clients but it doesn’t teach the business side of it. I would relate it to level one, right? Like you go to level one to learn the fundamentals of crossfit and you go to TwoBrain to make your business profitable and people listening to this obviously are invested in their business and you really need a business model from people that understand crossfit to help your nutrition program succeed.

Greg:                                          09:30                       That’s a great comparison. I could definitely see that. Yeah. I mean having your level one and we all have our level ones that have that have gone through and gotten an affiliate and that would be like precision nutrition, which again, I have nothing against them. I have coaches that have precision nutrition certifications that are amazing certs like they are not, it’s not an easy cert to get through. It does take some time. They really teach you the value of understanding nutrition, but I definitely see what you’re saying. There were TwoBrain and kind of HSN. It’s, it’s building the business side of the nutrition program and not just understanding of nutrition

Nicole:                                      10:03                       in the crossfit model and there’s so many components of it and building an embedding nutrition into the crossfit model with the memberships that you offer and how you structure intake process and if you’re doing the TwoBrain intro or calling it a no sweat intro, how can you embed nutrition into that so you’d get people bought into nutrition right away and some of those pieces of the puzzle are missing with that training so people just don’t know how to really incorporate it and there’s not a ton of resources and tools in the ongoing mentoring piece of it. Although precision nutrition is a really great start. I I do agree 100%

Greg:                                          10:38                       what are other issues that you’re, you’re seeing a lot with gyms running nutrition services or a nutrition programs that they, they could definitely fill the gaps and fix and make minor fixes to make it a successful program.

Nicole:                                      10:50                       No, I think especially the TwoBrain family has been hearing me talk about nutrition since 2014 so you know, everyone knows that nutrition is such an important piece of the puzzle to help your clients succeed. And you know, part of the calls that we get now from two ranges in terms in general, they’re offering nutrition program and they feel at ten eight to 10 clients. So like Nicole, I’ve hit my Max, what do I do? And really you should be able to manage 30 nutrition clients if you have a streamlined system in a way to automate the process so that you can manage more clients and less time. It helped more people. So I think that’s another big hurdle that we see with gyms is they don’t have a systemized way of coaching nutrition, which causes them to spend a lot more time with clients that that is really needed following up with them virtually and in sending out emails instead of having email templates and standard things that you give clients when they meet with you that you know really needs to be in place to help take your programs to the next level.

Greg:                                          11:51                       Actually being able to, to educate them in that first step and then be able to give them, give them something too that could, could kind of get them on the right path starting out.

Nicole:                                      12:01                       Yeah. It’s so interesting with a gym nutrition model then a standard private practice. So when I, before we opened a crossfit gym, I had a private nutrition practice and that’s actually when we started this mentoring program years ago. I didn’t own a gym and I’ve learned a lot since opening a gym, which has been able to allow me to help the teams. The work with a lot more. But you’re a nutrition clients are, are, a lot of them are gym members, right? So if you’re not doing something very similar with every client, like if you’re following up with one more, one person got more than another person, they’re going to feel like they’re not getting the same value and it’s going to be super frustrating. So you have to make sure that everything is so systemized so that there’s a consistent method of delivery or your clients are going to feel like they’re not getting the same value as when they start talking to other nutrition clients.

Greg:                                          12:50                       That makes complete sense. Now, if we shift gears a little bit, I mean, we’re talking about the common mistakes that you normally see with, with gyms trying to run a program on nutrition program. What are the most successful ones doing? I mean, if we’re switching gears, what polar opposites, what are they doing to, um, not only build their program and make it more robust and having other more than just like one nutrition coach? I mean, what are they doing that that’s so amazing?

Nicole:                                      13:15                       You know, it all starts from the messaging, right? So what email contents being put out a third talking about nutrition once to twice a week via email content if they’re posting about it in social media. When you look at the main page of your website, if you go to dot com you clearly see that we offer nutrition right away and I don’t talk about, and no sweat intro or hungry for help session, we have a free intro and essentially it’s the same questions that we ask whether someone’s coming in for nutrition or fitness because I want them to understand that they both work together and I want them to understand that do both really, really well. So when you look at gyms that are the most successful, it’s the ones that have embedded in nutrition into everything and they have completely revamped their intake process to ask questions like what does your nutrition look like? How do you rate your nutrition, eat a half? What things have worked really well for you in the past that you know you can continue over and what hasn’t. And most of your clients that are coming to you need to lose weight, right? That that’s what prompted them. 90% of our clients, they want to lose weight and if they’re dialing in their nutrition, we test with an inbody machine so people know like what their body fat percentages and we are very clear with if you’re doing nutrition you’re going to see the best results

Greg:                                          14:30                       team those up together. But then on the marketing side, it sounds like people need to really get in front of people with, with the nutrition facts of, of what they can do to help.

Nicole:                                      14:40                       Yes, absolutely. And I think especially for gyms that have crossfit as their main name, right. For us, our main umbrellas, healthy steps nutrition, it’s pretty clear. Then offer nutrition versus crossfit. When most people think of crossfit, they think of like flipping tires and what they see on TV and they don’t necessarily think of, Oh these people can help you with nutrition. So you have to be even more forward with what you offer in regards to nutrition. And you know, if you’re looking at revamping your intake process, if you’re doing it correctly, you should have 70 plus percent of people going into a hybrid membership meaning that they’re starting with nutrition and fitness right off the bat. I had a conversation a couple of years ago with Brian Alexander and he knows like Nicole, it would have been so much easier for me to resell or sell people on nutrition on day one. Then resell them three years later and it made a light bulb go off and that’s when we really switched everything to hybrid memberships. And like you’re 100% right. If you have the buy-in in foundation’s paying for nutrition and fitness and going right into a membership that includes nutrition and fitness, your clients are going to be more successful, they’re going to be happier. You’re providing a better service to them, but you’re also building additional revenue.

Greg:                                          15:47                       No, and that makes complete sense. Especially if somebody new is coming in. It’s a lot easier for them to be talked to you about nutrition and seeing it. And I know with us when we have somebody come in for no sweat, we put them on the inbody and that’s usually the physical representation that they needed to see like, hey, yeah, you’re right. Nutrition is something I definitely need to focus in on. And if they mention it at any point in time and they start talking about nutrition and how they’re well balanced and all of these things and we kind of dive a little bit more into it to really make sure they have an understanding before we allow them just to, uh, jump into foundations and, and not go that nutrition route. But I would say the biggest thing too is with having anutrition right there in the beginning, it’s, it’s something that I always talk about with anybody I’m mentoring or even doing the free help calls is there’s a change in culture when you price raise, when you take away discounts, when you add new programs, start charging for them.

Greg:                                          16:44                       You’re changing the culture. You’re changing the culture in the sense of if, if you’re raising your prices from $50 to $150 person willing to pay for that is in a completely different culture standing than somebody that’s paying $50. So you could lose some people. And I think if you could get people to start understanding nutrition in the beginning, um, that’s definitely gonna be a culture change. And hopefully the snowball effect, which is what I’ve seen in the gym is when you have something like that happen, then you start getting a lot more of those other clients, uh, that are part of that culture. They feel like they’re ostracized and there they’re now wanting to get it into the group. They want to be part of the nutrition tribe too, so it’s kind of that snowball effect, but definitely I could see starting it from the beginning and what we’ve done that could definitely make, make their programs a lot more successful

Nicole:                                      17:29                       and I think to talking about the people that are doing really well on nutrition only or nutrition and fitness, there’s social media and making a nutrition board and maybe you have an athlete of the month or in your newsletter email content. You need to present the information so that the standard is nutrition and fitness and those success stories because if you’re not talking about those success stories is going to be really hard for people to know that you can help them and that is what they need to do to be successful.

Greg:                                          17:58                       Agreed, agreed. I mean now that we’re talking about the marketing side of it, what are those big things that people could take away from even listening to this podcast that would be doable? I know you talked about the nutrition board and I think that’s something amazing, something we do, but what are besides that, which we can definitely get into that. What are these other things that they could do right now to at least step up their nutrition program if they’re running HSN or if they’re running another nutrition program.

Nicole:                                      18:24                       I think number one thing would be looking at your website, right? Like what is the message that you’re portraying? Can someone within 10 seconds of looking at your website know that you offer a nutrition and fitness? And I just went through the StoryBrand guides certification, which was amazing by the way, and I learned so, so much, which was like, it’s going to be a huge help for all the gyms, in, our program. But one of the things that we talked about was making the message really clear and making the call to action really clear. So you know, if you go to healthystepsnutrition.com, It is so easy to understand. We offer nutrition and fitness. I want you to come in for a free intro session. It’s, there’s a five buttons down the page that say book a free no-sweat intro. We’ve gotten more free intro session booked since changing our website than we have since we’ve been open, which is insane, but it’s super clear what we want people to do.

Nicole:                                      19:16                       So I think number one would be looking at your website. Theresa at Fortimedesign is is amazing. She has helped almost all of our clients and redone our website if people are looking for help. But then also looking at the culture that your gym is talking about and it’s, you know, Greg, if you were really interested in nutrition and really wanted to help nutrition, I don’t know how many coaches you classes you coach anymore, but if your staff isn’t on board with your nutrition program, then it’s going to be very tough for you to grow your program because you’re not the one coaching a lot of the classes. I know for me, I coach one class every two weeks, so if my staff wasn’t onboard with nutrition, we would not be able to grow our nutrition program within our community. So everyone needs to know what your nutrition program is about.

Nicole:                                      19:59                       You need to have a one line elevator pitch about your nutrition program. And then there needs to be super clear calls to action. So if someone in your class was interested in nutrition, what would the coach tells them to do? For us? We would, the coach would tell them to go to the IPAD and book a free intro session so that they can get paired up with a nutrition coach. So it just needs to be super clear and I think that’s what a lot of people missed, right? They, it’s not clear and it, what happens is, oh, I’m going to tell Susie our nutrition coach and then Susie never finds out. And then that person fall through falls through the cracks.

Greg:                                          20:31                       And I think that was probably one of the biggest hurdles that we faced when we brought on nutrition was the fact that the staff wasn’t all bought into understanding what our nutrition program was. So that’s much harder for them to talk to a member that does need nutrition and come in and actually do a no snack intro with us that they, they really couldn’t explain it. They weren’t bought in. Like you said. I definitely see that as a huge issue for gym owners to make sure that if they’re going to launch something like this where any program for that matter really makes sure that you, your staff is bought into the understanding of what you’re doing and even make sure that they, they run through it. I know with us, we make sure that our staff goes through the nutrition program. At least they can see what it’s about, how it runs, uh, so that they can give their feedback.

Nicole:                                      21:15                       We have one thing we made last year, so we developed an APP since the last time that I was on this podcast, but one of the things that we did was we developed a courses, a coach’s development course, so every single coach of the gym running our programs should be added to the HSN apps so that they see what it looks like and then also within their automated pro videos that pop up on their profile. There’s things like what you talked about with your nutrition program, what does it look like, what are some key points discussed when someone says they’re interested in nutrition, how does someone get started? And then the last step for them is to book a free intro session with the nutrition coach so they can actually run through that free intro session. We actually make all of our, all of our coaches partake in nutrition challenges when we do it because if the coaches are on board, everyone’s going to be on board and it works really, really well.

Greg:                                          22:05                       I mean that’s part of that training that kind of goes into what you guys do have of making sure that people are onboarded correctly and kind of using a lot of the, I really love technology and my staff will say I’m a little too overboard sometimes with the technology and what people are doing. But I know you guys have recently been able to launch that APP and uh, kind of build out the technology side so that people aren’t always having to just print off things and have a whole handout for everybody every time. But let’s kind of dig into that a little bit. What, what exactly have you guys used to, uh, leverage technology to better the program?

Nicole:                                      22:42                       Well, when I first decided like, hey, we’re going to invest thousands of dollars into an APP or into some type of dashboard to manage our nutrition clients, I wanted a way to continually educate them without me being in person with them. And I also wanted something that integrated with myfitnesspal because we know that if clients log their food, they’re twice as successful for thin clients that don’t. So not say you have to log your food through my fitness pal, but there needs to be some accountability of a food logging with the nutrition client so that the nutrition coach can get them feedback. Um, so those were the two main things. And then the other thing was I really struggled when I, when I first started with people texting me and then emailing me and then Facebook messaging me and it was so tough to keep track of the conversation.

Nicole:                                      23:25                       So I wanted one place that I can message them and have a group messaging board where all of my nutrition clients were all in one place. It’d be easy to figure out where, where they were and essentially that’s what we created. And now there’s automated programs. So if a new client signs up, we just drag over this 12 week program now every week for 12 weeks they have four to five videos that are coming up on their profile that they can watch to just reinforce everything that I’m trying to do with building healthy habits without overwhelming them with all the information at one time

Greg:                                          23:56                       is awesome for the client. But if we look at it from the coach’s standpoint, it’s even better because they have that central location, but you’ve kind of built everything out for them. I mean this is really a legitimate plug and play as long as everyone can of course do the work and there are things that you are going to have to do. But it’s a pretty, an amazing plug and play nutrition service and program for, for gym owners or for business owners that are wanting to bring nutrition into, into their revenue streams.

Nicole:                                      24:26                       Definitely a whirlwind journey and I’m constantly evolving every single day. And the APP is something that I’m, I’m really proud of. We’ve worked with the developers and there’s even more things that are coming in regards to habits and lessons and in different things to help even more. But I, the way to manage our clients and be able to manage more people in less time and automate the process has been so much easier with what they just announced.

Greg:                                          24:52                       Definitely. Definitely can see that. I mean, I personally see it with within my gym and my nutrition coach running the program. Now this kind of ties into, I mean building an amazing nutrition coach and you guys have kind of revamped it. I mean I think you innovate almost every single day. There’s something new or some kind of new snippet for them to build out on. But what’s the roadmap kind of look like when when you guys are building an amazing or a gym is building an amazing nutrition coach?

Nicole:                                      25:21                       Yeah, so you know, when we first developed the training course, it was very, very heavily focused on the business side of it. And there’s definitely some nutrition education that has to be a piece of the puzzle. But a few years down the road, what we found is people started asking about precision nutrition and different certifications and I, the guide, everyone’s precision nutrition, they get a discount with, with us and I think it’s really great, but I want it to be able to provide some more support for them before having to take that next step with PN. So what we’ve done is last month they had precision nutrition come in for a webinar talking about the psychology of teams and we’ve revamped like how you start with clients and what people were like focused on. So no one of the pieces that we talked about at the beginning where the meal plans, and that’s a great tool to get your clients understanding what a balanced meal looks like, but it shouldn’t be the only thing that you talk about with clients.

Nicole:                                      26:12                       And really at the very basis of every single nutrition client, you need to start off with what they’re doing now and there needs to be a realistic step for them so that they can succeed with that. And that leads to motivation to continue. And I think sometimes when you have a new coach, and I can relate this with crossfit too, cause I did the same exact thing. And even when I became graduated with my masters and became a dietician, I was like word vomit. All of this stuff on people, you know and people likely feel a little bit overwhelmed. And you know, if you think about crossfit, when you get your level one, you start about all these technical terms because you want to make yourself feel smarter. But I would say that, um, but you know, you want to tell people like, hey, I know exactly what I’m talking about when in reality they just need one simple cue that’s going to help them make a change that’s better without overwhelming them with a hundred things.

Nicole:                                      27:02                       So the road map to becoming a better nutrition coach really focuses on what should you talk about for beginning nutrition clients? What should you talk about with intermediate nutrition clients and what you should talk about with advanced nutrition clients and everyone should be talking about the basics and healthy habits first, no matter where their, where their client is in the process, right? And some people might progress faster than others, but we need really need to get a solid foundation before diving into everything else. And one thing that that we had requests with with the, with the program was having, you know, some additional tools and resources so that each month their client comes in and they could have something tangible that you get them, whether it be a link through the APP or something that you print off. So things like restaurant hacks and a one page of all the foods and categories and macronutrients and high-glycemic versus low glycemic carbs and myfitnesspal and let’s eat around your workout. So every month we’re creating more and more of these and basically work categorizing them as what do you give in your beginner nutrition clients, intermediate and advanced clients.

Greg:                                          28:08                       That makes sense. I mean that’s the main focus here, right? Is, is always educating not only the coach, but educating your members so that they have an understanding of, of what’s going on and you’re showing that, hey, I really want to help you. And maybe some, some members don’t want nutrition. That’s something they don’t care about focusing in on. But there’s a lot of them out there that do and, and we know we can help them through a nutrition program like this.

Nicole:                                      28:34                       I couldn’t agree more on, you know, the thing is the truth of the matter is, there’s over 700 billion results when you look at Diet plans on the Internet, right? So people come to you so confused because they’ve literally literally read everything under the sun on nutrition and your job is to help them sort the fiction from the facts and really just give them one clear plan so they don’t have to keep bouncing around from Keto. It’s intermittent fasting to now I’m going to go vegan with Keto and you know, it ends up being this really confused person coming in that just needs help and they need something simple and sustainable to achieve results.

Greg:                                          29:09                       That makes sense. And doing it in a, in a way where you can communicate to that, to the athlete or to the member that, hey, you’re not

Greg:                                          29:17                       what diet you’re, you’re choosing isn’t wrong, but this is how it could be better, I think is a big thing because it’s never easy to tell somebody that they’re incorrect and sometimes we want to, especially when they’re on some of these crazy diets that you hear that are out there of like orange juice plus fasting and that’s it. And I mean just random things that come up, but making sure we’re, hey, just want to educate you on what this like but without, but doing it in a professional way and making sure that we’re not saying like, hey, you’re incorrect. You need to be doing our diet, not that, and you need to go through our nutrition program and not eating this, this, and this. I think it’s, it’s definitely a, a dichotomy that coaches have to have.

Nicole:                                      29:56                       Yeah, there definitely needs to be a fine balance of finding some bright spots by some really positive things that they’re doing and help guiding them in the right direction. And then really the biggest thing with nutrition coaching is keeping them accountable. So them knowing that you’re in a check in with them, them knowing that you’re going to review their food logs, them knowing that they have this cheerleader next to them is going to help them succeed.

Greg:                                          30:15                       Agreed. And I think accountability, having accountability not only in nutrition program but in life in general, really, uh, make sure that you stay on top of what you’re saying to do. I mean, you really hold to your word then. So what are some of the hurdles that you see that they have to overcome as a nutrition coach or running a nutrition program? That can definitely be mitigated as much as possible.

Nicole:                                      30:38                       And I think we talked about this a little bit with the, with the culture of your gym, right? You know, people are getting some pushback if you are launching something new, but you just need to be consistent and play the long game with nutrition and just keep consistently posting it. And eventually people will come to you and, and know that you offer a nutrition. I would guess that at least 80% of gyms, if you ask their members what services they offer, most of them will not say nutrition because the culture is the half fitness and we’ve have these group classes and really it should be we offer nutrition and fitness and that’s a hurdle that people have to overcome. But you really just need to be consistent with your message and not post about it five days in one week and then not talk about nutrition for two months or three months down the road. And in reality granted, that’s what happens when people launch challenges, right? So they launched a challenge, they talk about nutrition to get people signed up and then after the challenges over radio silence

Greg:                                          31:35                       100% I see that way too often that people, it literally is exactly that done a challenge is over. That’s it.

Nicole:                                      31:44                       Good luck. See you later. You’re just getting started with someone. And you know, it’s, it’s interesting cause when we look at people that are launching challenges using our program now, we spent so much time telling them you need to talk about what happens after the challenge, before the challenge even starts. Like a challenge is a great way to kickstart a program, but it is not the way to help your client sustain longterm results. Individual coaching and accountability is how someone achieves long term results. So if you’re talking about it at the end of a challenge, it’s way too late. I think about it, a lot of things to crossfit just because most of the people listening to this are our crossfit owners. But if you had someone come in for our foundations program, but you didn’t tell them they’re going to classes after, do you think that people think that they could do grasp it on their own and like a planet fitness or whatever? Save some money probably, right?

Greg:                                          32:35                       Yeah, they could, but it would be very, very difficult.

Nicole:                                      32:39                       Yeah. So, but you talk about it like when we sit down with someone, you start off with our onramp program, it’s for one on one sessions and after you’ve finished that you graduated in some classes where it’s this awesome community and we’ll scale and modify and healthy. So like there’s a clear path in the client journey to where they’re, where they go. And I think that’s the mistake that a lot of gyms make is there’s no clear path after a challenge. So people don’t think that they need that help after the challenges. Over 100% agree on that. And I think if you’re going to launch a challenge and then radio silence right after that, I mean what kind of experience are you really giving to your clients there? Especially if they got motivated and they saw some results and then you’re just done.

Nicole:                                      33:19                       Yeah, I mean you should be talking about what happens next. And with the inbody we look at the ratio of weight to muscle mass to body fat percentage. And that’s a really easy way to build yourself into a lot of your clients longterm planning. So if they have muscle mass that low compared to the ratio of weight to body fat, you’re going to try to move that needle more so that the body fat is lower, muscle mass is higher and that builds you into their longterm plane with nutrition.

Greg:                                          33:44                       Exactly and I love having that Inbody at the gym just to show so people can see the results before and after and see, see what there, see that they’re actually achieving something. They could see a hard number right in front of them and we can of course sit there and debate is the inbody 100% accurate is, I mean nothing can be 100% accurate but the nice thing is is a real number and you’re measuring against that real number every single time. It’s on the same machine, the same place in the same altitude, the same weather every single time so people can actually have hard numbers to go off of.

Nicole:                                      34:16                       That is probably one of the top five questions I get asked during free calls like do I need an inbody to run a successful nutrition program? Can I rent a dunk tank to run my program and you really need something in house cause you need it convenient for all of your members. So we wouldn’t recommend renting, don’t take and then going to a handheld on a machine. But for people that are listening to this and that don’t have the money to invest $6,000 into a machine gets something to measure consistently so that you’re having this same tool to measure it and it needs to be convenient in your office at all times so that whenever you meet with a client, someone, a new potential client or a nutrition client, there’s, there’s an easy way for them to test those numbers.

Greg:                                          34:55                       Agreed. Agreed. Let’s kind of dive into this. A, you recently went to StoryBrand?

Nicole:                                      35:01                       Yes, I did.

Greg:                                          35:02                       Let’s talk a little bit about some of the stuff you learn now. They of course have a book which is amazing. This is an in depth like seminar. This is not, this is not just reading a book and and implementing a few things. Talk to me about the experience there.

Nicole:                                      35:16                       It was one of the best business weeks I could have ever imagined. So they have the book obviously to have a podcast, which is amazing. And they have a live workshop. The live workshop is two days and actually brought my GM to the live workshop and it basically goes through the framework and clarifying your message and how to kind of convey this story to your clients. And um, so I went through the guide certification, which the first two days was that. And then next, the last part of that week was really diving in with other marketers, how to build a sales funnel and how to make your website call people to action and sales letters and all of this different stuff. And the only reason why I went to that was because I knew that we could help gyms running our program market better. And I do not have a marketing degree.

Nicole:                                      36:04                       So I wanted to find out what’s the best thing out there. And StoryBrand was definitely amazing. So, you know, the one thing that I took away was simplify your message. And if you’re not really clear, you’re going to confuse their clients and you’re going to lose them. And you know that’s their tagline. Essentially. If you confuse, you lose. Having a clear message is the best way to grow your business. And it’s so, so true. So what that means is, are you super clear with how you want people to get started? Is there a website really clear that you offer nutrition services? Are you talking about nutrition regularly and how are you presenting the information? If you make it confusing or too many steps to get started and there’s too many hurdles for people to overcome, it’s going to be a lot tougher than for them to commit to your program versus, Hey, all you have to do is meet with the nutrition coach will set up a plan for you and you’re going to see amazing results.

Nicole:                                      36:56                       You and I know there’s a lot more steps that go into that middle part in the plan, but they need to know three steps. They need to know super clearly, hey, all I need to do is book this appointment. That’s my clear call to action. I want people to come into our facility and meet with a coach because I know if that happens, they’re committed and they will end up buying our service. Right. So that was the big thing. And then the other thing that we did was create a sales funnel, which we’re really seeing this month for every gym in our program and I, it’s been amazing to use it at our gym the past a month because I’ve been testing it out in kind of tweaking some things based on everything I learned from, from StoryBrand, but I’m so excited for every gym to get it because their programs are going to grow and it’s going to be easier for people to talk about nutrition during those free intro sessions because you’ve pushed so much nutrition content through an automated email sequence prior.

Greg:                                          37:47                       Let’s kind of dive into that real quick. You mentioned the sales, the sales funnel, which would be more of how do we communicate to people in more of like a a cold leads setting to possibly book a nutrition session with us? Let’s, let’s kind of talk about that. What does the sales funnel piece that you’ve gotten from StoryBrand that kind of has helped you, uh, get more and more people into the door?

Nicole:                                      38:08                       So first of all, I want to say I didn’t know what a sales funnel was two months ago. So basically the idea is that you have something that you’re advertising to get someone’s email contact information. So an email contact is a really great way for you to get into their personal device. They can see your name and your company on a regular basis and you can present an email to them to call them to action. So when we first started, we created a nutrition Iba and we got some leads from it. You know, a lot of people downloaded it. That’s great. gyms, we’re copying the ebook that we made to make their own. And there was some automated emails in there, but what I realized is no, people are more likely to prevent mistakes then download something like a nutrition ebook for instance. And this is what we’ve seen really great success with.

Nicole:                                      39:04                       We made a top five mistakes people make when trying to lose weight. Number four. Some were most common? Do you want to know what number four is? Probably. And you probably wouldn’t know what those mistakes are because you don’t want to make them. So people are much more likely to do to download something whether if waiting mistakes and that’s what we found, right? So we get at least two people downloading this every single day and over time they’re booking these free intro sessions and we have emails automated that are hitting the problem that they have, the internal problem that they have, the successes that they can have. And in some some tips along the way over a two week campaign and every single one of those is ending with book a free intro. It is so clear that I want people to book a free intro because they’re seeing it going back to how many times you have to see something take action.

Nicole:                                      39:51                       They’re seeing it like 10 times. So you know, that’s what, that’s what we made. And I’m actually this afternoon doing a podcast with uplaunch, talking about nutrition and we partnered with them to make a sales funnel with a bunch for all of our clients. So if someone’s using HSN and uplaunch, they’ll automatically get the sales funnel. They don’t have to do anything to promote it. But no, no matter what, if you have a sales funnel, right? If you’re, if we have the top five mistakes, which is what we created and I don’t have it on my website and I’m never, I don’t have it in a pop up on my website. If I’m not posting on social media, no one’s going to even know it exists, right? So you need to be talking about it often have it super clear like, Hey, do you want to know the top five mistakes? Just, enter in your email and download it so that you really have to put in some work to to get the return on investment. Right?

Greg:                                          40:44                       I mean having greeting different kind of sales funnels, drip campaigns to really get in front of people so that they can have an opportunity to even test the waters. Like you said, five biggest mistakes of dot, dot, dot. Or what are you doing right now? Or what’s one this one thing can help you get better at your nutrition, stuff like that to kind of catch their eye and, and kind of hook them and then get them into something like this where, I mean, you can help them out even more. You can, you can benefit them even more by showing them the amazing nutrition program that you’re running at your gym. But sometimes they’re not, they’re a little hesitant and this is a good way of getting them in, into warming them up to eventually step in the door and say they’re ready to start nutrition.

Nicole:                                      41:26                       Donald Miller, I says, if, and he’s the guy that wrote StoryBrand, you know, you’re likely not ready to marry someone on the first date, right? So you just say, Hey, can I go on another date with you? Can I send you another email? Can I send you another email? And eventually you’re building this relationship where you’ve provided so much content for free to them that they feel like, Oh man, I know Greg can help you with nutrition. He’s already given me all this other stuff that’s going to help me. And I think, no, going into kind of segwaying into that, there’s a fine line between free and paid services, right? So if you’re sitting down with a client and going into customized nutrition with them, they should be paying for that. And if they’re not, it’s a mistake on your part because you’re devaluing your time. But if you look at a sales funnel and posting a nutrition tip on your social media that everyone can see, not just your members, you’re building your expertise and building that relationship with their following, that you offer a nutrition and they’re gonna think of you when they need help.

Greg:                                          42:24                       Agreed 100% educating them and getting in front of them, causing them to eventually realize that, hey, you are the expert and I need you to start coming to you talk. Let’s talk a little bit about the future. Um, I know you’re going to be speaking at the TwoBrain summit in 2019 is that correct?

Nicole:                                      42:41                       Yeah. I’m so excited to, we’re talking about corporate wellness this year. This is probably the biggest topic within the HSN community because there’s so much return on investment and we started this in 2013 I would say is when we started doing corporate wellness and we started within people that were using our services. They were bought into what we’re doing and we ended up building out a challenge in creating a lasting partnership that we still have today where the company piece where the gym memberships for all of their employees. So we’ve been able to take that and implement that model and other businesses and now we’re helping gyms using our program do that as well. Just how to podcast last week for gyms, he’s Z, our program, talking about that and we brought in Lindsay with final college. She’s her 35% of their gym revenue came from nutrition last year.

Nicole:                                      43:33                       Right. It is solely, not solely, they do do a lot of individual coaching, but you can bring in so much more revenue with corporate nutrition, that individual coaching because you can manage more clients in less time. And ran a nutrition challenge last year at a construction company with 110 people. I did it as the only nutrition coach. My husband was in there like tie me in with a group and we had Dani actually from TwoBrain helping us scan everyone at the beginning and at the end. But everyone’s all really amazing results. And it was, it was awesome and we made $150 per person to do that six weeks. Wow.

Greg:                                          44:12                       And that’s a lot of people and a lot of moving parts, but it’s definitely achievable. And I think, uh, I think corporate wellness has been such a buzzword since, uh, I would say Jason Khalipa probably was the first person that talked about it about, and everybody always trying to figure out how he did it. And I think has always been a huge topic. It seems like that big fish that everyone wants to, wants to get. But it sounds like a lot of these other things you have to definitely build out to. You have to build out the understanding of, of developing content and being able to, to, to have members coming in the door so that whoever is helping these people through through nutrition program, they really get the, the gist of everything in your coaches, understanding everything so that you can kind of level up and get to this corporate wellness programs.

Greg:                                          44:56                       So that is going to be a huge topic. And I can’t wait to have my coaches cause I am bringing some with me sit in on that and the uh, they can, uh, levels a level us up because I mean my nutrition coach recently, she, uh, she ran a nutrition challenge for a squadron on an air force base that’s and that I would put the equivalent of a corporate wellness program because it would be the same thing there. She’s running a nutrition program with a professional group of, I mean it is, if you want to call it a company, I mean it’s, it’s the military. I mean it is technically like that. It’s a section of the company and she’s had great success so far with it. They’re in the middle of it right now, but I could definitely see this still being and will always be a huge topic for a lot of of gym owners in nutrition programs within those gyms. So I can’t wait to hear, this is going to be awesome

Nicole:                                      45:47                       and I think people think of corporate wellness as this exactly what you said, right? This big thing that they, it’s doesn’t seem that tenable when in reality if you’re, we always start with a six week challenge and we charge $150 per person and then we’ll build that into ongoing nutrition program where where they’re coming in to us for fitness. But it’s a real easy way to get in your, in the door and start building relationships with people and they see awesome success. And it doesn’t need to be a giant company like start off with smaller companies. Start off with your gym members. Likely someone owns a company or has relationships that they can introduce you with someone. And, and I think that once we start explaining exactly how we do it at summit, it’s going to really get people super excited about doing it when they go home.

Greg:                                          46:29                       Agreed. So anybody out there listening, if you have not, it will be in the show notes, but make sure that you sign up for the TwoBrain summit in June so that you can definitely hear it. This whole how to, how to run this and hear the ins and outs so that you can be successful in it as well. So Nicole, thank you so much for being able to jump on and share this time with me. If somebody is interested and they they don’t know where to find you and I hope everyone does, but if they don’t, uh, what’s the best ways to contact you and get ahold of you guys to start HSN or find out a little bit more?

Nicole:                                      46:59                       Yeah, I think got a nutrition business.com they have a ton of free resources on their end or the get free help tab and you can also book a free call with myself. Um, so I would love to answer any questions or just help gems that are looking to start nutrition or take their nutrition program to the next level.

Greg:                                          47:16                       Awesome. Thank you so much to call it greatly. Appreciate the time and sharing your expertise always and can’t wait to see you at the summit.

Nicole:                                      47:23                       Yeah, I can’t wait to see you CTO. It’s going to be a great weekend.

Speaker 6:                               47:30                       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.



Thanks for Listening!

To share your thoughts:


To help out the show:

  • Leave an honest review on iTunes. Your ratings and reviews really help and I read each one.
  • Subscribe on iTunes.
TwoBrain Marketing Episode 3: Tania Vrga

TwoBrain Marketing Episode 3: Tania Vrga

Today we are joined by Tania Vrga, owner of CrossFit Winnipeg. Tania is an amazing CrossFit owner who strives to help each her clients achieve a healthy and fit lifestyle. Join us today as we dive into a range of topics from purchasing a gym to coaching strategies and more!


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 Tania:





2:14 – Introduction to Tania Vrga

5:28 – Tania’s experience with purchasing an existing CrossFit gym

8:06 – Finding Two Brain and improving the gym experience

13:44 – How to sell Confidence, Energy, and a better Life to your clients

17:45 – Learning sales and applying it at your gym

20:05 – The training and evaluation process for a sales position at your gym

24:00 – Applying Two Brain paid advertising strategies and their results

32:15 – The key to success and longevity of a CrossFit Gym


Announcer:                            00:02                       Welcome everyone to TwoBrain 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 well.

Chris:                                         00:26                       This episode is brought to you by Healthy Steps Nutrition. I first met Nicole over a year ago when one of my favorite crossfit affiliates introduced me to her because Nicole was helping them. Sam Brumenshankel at Crossfit Port Orange started a nutrition program in her box and that conversation turned into something larger. A year later, Nicole has a fantastic bolt-on nutrition program that you can add to your box anywhere in the world. So if you’re thinking, I need to start presenting better nutrition information to my clients or I need a new revenue stream, or I want to know more about nutrition, but I don’t know where to get started. Healthy steps has that. What they’re going to do is put you or one of your coaches even better through course, get them qualified to start teaching nutrition. Then they’re going to add you to a private Facebook group. They’re going to give you a rollout so that you can do a nutrition challenge at your gym, which more than pays for the cost of enrolling them in the course and then provide an ongoing mentorship program for your nutrition program so that you can continue to run things for your clients like nutrition, accountability plan every month like we do at catalyst.

Chris:                                         01:33                       Nicole is a fantastic person and after launching Healthy Steps Nutrition online, she actually opened up her own box. She’s working with some massive clients including some big, big school boards across the country now and she’s in a great position to actually change people’s lives. With nutrition. You can be a conduit for that. Your clients need nutrition advice and counseling. Healthy steps is the best possible solution to this. It’s bolt on. You can take a coach who’s passionate about nutrition and give them the help they need to start a program overseen by a registered dietician, Nicole Marchand. Healthy Steps. Nutrition is a proud sponsor of TwoBrain and I am so glad to have them.

Mateo:                                      02:13                       Hello and welcome to the TwoBrain Marketing podcast. I’m your host[Mateo Lopez. I’m one of the digital marketing mentors at TwoBrain business. Thanks for tuning in. This is going to be your weekly dose of Digital Marketing Magic. Every week we’re going to go over some different marketing campaigns, strategies, useful tips, and learn from some of the people who are in TwoBrain and using a lot of the things that we teach and how it’s affected their business. In today’s episode, we have a very special guest, Tania Vrga, Crossfit Winnipeg, and we’re gonna learn more about her super secret, super cool business. It’s not really secret business, but her strategies, the way she’s been able to grow and all that good stuff. So Tania, why don’t you tell us a little bit about you, uh, your business, how long you’ve been open, and let’s start there. Okay,

Tania:                                         03:00                       sounds good. Thanks for having me. So I actually started at my gym, crossfit Winnipeg. We affiliated back in 2008 and opened our doors in 2009 so this is going to be our 10 year anniversary. And for me, I actually quit a job to pursue my passion full time. So it’s, it’s pretty cool to still be here, still doing this after 10 years. And yeah, it all started when I had like some health problems and I managed to kind of get myself out of that Rut and managed to help a couple of other people do it. And then it was like, oh well maybe this should be a real business, maybe this should be a full time gig. So we were actually kind of like the pretty much the first in our city. I actually bought the first crossfit gym and, and then moved it into a much bigger space and, and we’re still here after 10 years.

Tania:                                         03:56                       So it’s evolved quite a bit. But I still love that whole like grassroots, crossfit thing. And you always kind of go back to your roots and what you really enjoy doing.

Mateo:                                      04:05                       Right. So how did you start? What, who were your first clients?

Tania:                                         04:08                       My first clients where I actually, so when I purchased the gym from the person who owned it at the time, I purchased a client list of 30 people. So those were our first 30 clients and about, I think it was like $10,000 worth of equipment, like a few rowers, a couple of balls and a couple of barbells. And, uh, so they were mostly people that I already knew and that I was actually training with at the time. But then once we moved into the bigger space, you know, we, because we were kind of early in the game, we were kind of the destination crossfit gym because we were the only crossfit gym in the city at the time. So, and that’s where that I think has changed quite a bit. Like I would say for the first, right up until maybe 2013, 14, we never did any kind of effort to market and really because we were the destination. So, yeah.

Mateo:                                      05:00                       Yeah. I remember the first time I looked at the CrossFits in New York City and there were really only three or four in the city. Um, there weren’t even 20 in Brooklyn and it was the same thing where we basically just say we’re opening founding member rate and everything was sold out and this was right around 2014 so same thing, peak of peak of crossfit hype. We didn’t have to do much except put the word out. Um,

Tania:                                         05:24                       I think you build it and they will come and they did.

Mateo:                                      05:28                       Things have definitely changed. And so do you have any advice for someone? So it sounds like you purchased a, an existing gym, existing affiliate. Do you have any advice for people who are thinking about doing the same thing?

Tania:                                         05:38                       Um, I’m very happy with how that turned out. I don’t know that the situation is the same now. So because opening a CrossFit gym– the barrier to entry is so low, I don’t know that it’s necessarily, I think you’d have to be very, very careful in kind of with your business plan and all of that. If you’re going to purchase an existing gym, I think you would really want to have, not just equipment and client list in place, but you’d probably want to have all the processes and all of that in place. I think if I did it, if I had to do it today, you know what, I don’t think I would buy an existing affiliate today. I think I’d build it from the ground up is what I would do.

Mateo:                                      06:15                       Yeah, it’s interesting. I think unless you have less, the business is really running smoothly or you’re getting a great deal on like a lease and equipment.

Mateo:                                      06:24                       You’re right. The startup costs are so low. I mean I’ve, I started one of my business partners for like $40,000 and you know, it’s, it’s, it’s a very profitable business, but anything more than that, if you’re going to buy an existing gym, it’s like, well, I could just start my own. Um, but that’s not only that,

Tania:                                         06:42                       but then also it’s creating a situation where it becomes that much harder to keep your staff and all of that because it’s so low barrier entry for them as well. Right. So yeah, I think I would do it. I would do differently now. But at the time, I think it was actually perfect in 2009 there was very few people, 2008 2009 very few people in the crossfit industry actually talking about things that Coop was talking about like processes and systems and profitability of the business. And when I came into it I was like, that’s it. Like I’m quitting my day job, like a very well paying day job to do this. So I’m going to build this like for real, like a real business, not a, what I kind of call, and there’s nothing wrong with this, but like the club house gym or like the, so I knew that I had a very, very different vision of what I wanted it to be from the get go. And I felt very alone at the time. It’s really not until I found to bring that, I was like, oh, okay. Just like other people actually wanting to build real businesses, not just houses around around this thing, this awesome community that we have. Right,

Mateo:                                      07:47                       right. It’s the difference between setting up some, a machine that can work for you versus yeah. Almost like, uh, uh, finding a way for your hobby to pay, pay you a salary. Right, exactly. Or a passion to pay you a salary, which yeah, depending on your goals and your life dreams, that’s definitely fine. But, so tell me a little bit more about that. How did you find TwoBrain and, and what was the state of the business? Why did you decide to listen to Coop and, and what, what happened there?

Tania:                                         08:15                       So I had been following, what was it called? Don’tbuyads.com or whatever that blog was. I, I actually, I found, I found an old hard drive computer from like whatever, eight, nine, 10 years ago. And I had saved some of his posts from don’t buy ads. And I couldn’t believe when I look back at that. But that was still there. And that I had saved some of those posts. So, um, that was my initiation I guess, to, TwoBrain before it was even TwoBrain. From a business perspective, things went really, really well. Like our business really, really grew. We were kind of one of those few gyms that we were lucky enough to have like a 10,000 square foot facility and right around the peak of crossfit really having like 350 members, full time members just coming on a regular basis in a pure crossfit program.

Tania:                                         09:05                       We didn’t really have any other offerings at the time. And then I saw things change. So I saw the business change, we started having more offerings, things like bootcamps, Olympic weightlifting, powerlifting, Kettle Bell, Yoga, uh, all of these kinds of things. And then that’s when we realized, okay, well there might be a little bit of a need to kind of bring them all of our systems together and then also market for these programs because crossfit, we never really had to market really. But when you start a new program, if you start like a bootcamp or a barbell club or something like that, you realize very quickly that it’s not quite the same to try to get new people through the door. And, uh, what changed for me and when I decided to join to bring was actually after I had my son, I had taken almost a year off, like close to a year off.

Tania:                                         09:56                       I had traveled, I went to Europe and as my son grew and we made a decision that my husband was going to be the stay at home dad. And it was like, okay, well this business is like, this business is putting food on the table, so let’s do it. Right. And I have tried a couple of other mentors, didn’t really have to get the results that I wanted. So I joined to bring in 2017. And uh, for me it’s been just like a really awesome, just a lifestyle thing. Like he’s just having other people who are in a similar mindset and really wanting to build a business.

Mateo:                                      10:27                       Was the decision to add all these different services and then, and then how did TwoBrain help you not reign it in but really I guess allow you to keep everything organized and keep your business running and profitable because you now have to support your whole family.

Tania:                                         10:44                       Right? Because things were changing so much and I, this is, this has been the biggest challenge for me as a business owner over the last 10 years. Is this a constant feeling that you have to kind of tweak those systems and tweak the messaging and tweak the branding just a little bit. And I am very processing systems oriented and data oriented and what was very frustrating was this idea that like I would as an as a business owner, I would like work, work, work really hard. And once I figure out this process, I’m going to have this perfect process and I’m going to be able to press a button and everything will run itself, which to some degree you can do, you can automate and organize all of your processes and in that way. But the realization then became that there’s never going to be like this moment where it’s like perfect.

Tania:                                         11:33                       Like as soon as, as things are running really, really smoothly, we’re going to realize that our clientele, maybe we want something different or something new and then we’re going to have to Redo this entire process again of tweaking and rebuilding and all of that. And so, so what TwoBrain has done has kind of helped me almost have like a, a meta-system, a meta process. So not, I was already very, very process oriented to begin with. Now it’s like it’s taking it a step further and having processes for my processes and processes for building processes. So I don’t know that I’d find that anywhere else other than TwoBrain.

Mateo:                                      12:07                       Yeah, I think Coop calls it like putting your hand in the machine constantly, just fitting in. Um, and I think that’s, that’s been helpful for my businesses too is exactly, we were saying words put a, meta process, a structure around the rest of what you do and having mentors to guide you and keep you on track, I think is helping.

Tania:                                         12:27                       Yeah. And the other, I know this is going to sound really silly too, but like a lot of the times when I am having like a call with a mentor, even if I just pick up the phone and message someone in the group, it’s like am I going crazy or, and most of the time it’s like, no, you’re actually, you’re not going crazy. Like just this sense of like sometimes thinking that you’re alone or thinking that you’re unique and your problems and then once you actually realize that, okay, everyone else is kind of experiencing those same problems for some reason, that’s a huge load off. Even if it doesn’t actually change, you know, level of stress or responsibility. There’s just something really nice about knowing that you’ve got other people who kind of know how you feel.

Mateo:                                      13:08                       Yeah. As with CrossFitwith having that community and that support, you know, it’s, it’s the same thing and someone to kind of like bounce ideas off of. Every once in a while I’ll, oh, this is this great new idea. We’re going to do all of this. And I might think, oh well maybe what if it’s just me? I’m the only one who thinks this is a good idea. But then if you have the group to bounce the idea off of, most of the time you’re like, oh, there’s a few other people who think this might also be a good idea. definitely. And so you are, uh, uh, you’ve been around a lot longer than most gyms, which is amazing. But, and you, you are a bigger operation. You have other services. And so in your words, what is Your Business? What do you sell and how do you sell it?

Tania:                                         13:51                       We saw the opportunity or our members and the people in our community to gain confidence and just feel better, be better, look better, be more confident to do the things they want to do in their life. Um, and that’s kind of the messaging on that has kind of changed a little bit over the years because you know, in the early crossfit days it was about, it was about friend, it was about, and how that put the realization. And now that kind of, I’ve had my finger a little bit more on the marketing and the sales side of things. And the more you know, more members you talk to and the more potential members that you talk to, the more you realize that the vast majority of the people who come are coming to see us. Just want to feel better and look better, have some more confidence, more energy, more competence.

Mateo:                                      14:41                       I think that’s, that’s so true. Just the more, especially if you’re first starting out, the more you’ll have an idea of what you want to sell. And a lot of times you’ll, you’ll see, well, what are the most problems that your prospective clients are looking at you to solve? Right? What are they asking you to solve? And that can definitely, if you’re listening right, you can shift your messaging around and, and be more effective in, in solving problems and in selling people what they actually need. And you know, that’s what the prescriptive model is all about. All right, so how do you, how do you sell this thing? How do we sell confidence and energy? Yeah.

Tania:                                         15:16                       I think the sales process is really important. I think I am a huge fan of reverse engineering, so if we know who our client is and we know that we’re selling them confidence and energy and a better life, then from there what’s the offering that we have to, what are the outcomes that we need to give them? What does that look like logistically in terms of them being in the gym and the amount of time that they’re spending with our staff members. Once we have that all set up, then I take an additional step back and we look at, okay, well what does the sales process have to look like for that to happen? And then once we’ve got that kind of dialed in, then I go back and look at, okay, if we’re good with our sales process, how do we get people to come in for that sales process? So I’m really a fan of kind of like reverse engineering, that whole thing. And I think he can’t really skip steps. Like, you can’t, can’t market if you don’t have a sales process and you can’t sell if you don’t have anything proven to sell.

Mateo:                                      16:11                       Right. If you don’t have a proof of concept, if you don’t have a program or a system or a product that works, a service that works, you’re not going to make the sale. Exactly. And if you can’t make a sale is no reason to market.

Tania:                                         16:22                       Exactly. Um, so, so I think it’s important to kind of have all of those pieces in place. Um, and the way that we do it is we do the no sweat intro. Um, and we’re actually, we’re toying right now with a longer personal training, an assessment and a, so we’re still kind of tweaking that sales process around that. And that would be much bigger ticket items. Like we’re talking three times a week, personal training for like a year, like a hundred sessions, like $8,000 to $10,000 packages. So we know that the sales process for that is going to be slightly different than a really kind of low pressure. Uh, no sweat intro. Not that the goal isn’t just to help in both cases. Um, but yeah, we’re testing some of that stuff out. Um, but traditionally, and we’ve just used like a no sweat intro, we use an inbody scan most of the time when people are coming in, they’re going to have a body composition goal anyways.

Tania:                                         17:18                       If they come in with a goal that’s more performance related or a sports specific related, then we might do some kind of movement screening or fitness assessment. And then from there we just basically paint the picture, paint the picture of what life will look like for them once they have that energy and that confidence. And what we’re really working on now is just kind of the close, the like, all right, are you ready for this? Do you want to do this one or do you want to do this one? When do you want to start? So I decided that I was going kind of learn it myself first because then I was like, well, how am I going to train anyone else to do it if I, if I don’t know how to do, how to do it? I also think a really, really big piece of sales is confidence. So that’s why I really wanted to do, I did a whole bunch of last year, like a whole bunch of intros cause at least I felt confident that for me to say, okay well it’s going to cost you $700 to do your first month here. Like I have to be confident in the fact that I’m going to give them that much value.

Mateo:                                      18:17                       Conviction is so key. I think too in succeeding in sales, like you have to, you have to believe that your product is going to, or you’re servicing the solve this person’s problem more than, you know, essentially that their belief in their excuses to not do something or to not take action or to think this probably won’t work. Just like everything else hasn’t worked to solve my problem. And yeah, exactly what you’re saying. If you have proof of concept, no, Hey I’ve put like some x amount of people through this 12 week, eight week, year long, a hundred day program, whatever it is. And I know it works if that comes off right. And that’s how you get people to, to know, like, and trust what you’re saying and to want to say yes, I’ll follow you.

Tania:                                         18:58                       Yeah. So that’s actually exactly how I started it. I was like, okay, well I’m going to experience this. Then I actually had some of my staff do a, we did like some personality testing and uh, I found out that another staff member that I had was just really good at sales and relating to people. So I put him in charge of that.

Mateo:                                      19:16                       Tell us a little bit more about that. What, what tests did you run?

Tania:                                         19:19                       Uh, we did, uh, we did a couple, we did Colby, we did a Myers Briggs and this was super interesting because when we did Myers Briggs, I turned out to be like whatever the architect or whatever and which is like I n I n t j or whatever it was. Anyways, when we tested him, he was the exact opposite of me in every single category, which is like the, uh, the entertainer or whatever, which is perfect for a sales position. And yeah, he’s just, he’s just really great with people. Like, not intimidating and confidence in his ability. So he kind of took that over and then he also helped us training our GM who turned out to be like an awesome salesperson as well, which was not what we hired her for, but she’s great. So why not? Right.

Mateo:                                      20:05                       What’s your training process for, for people that you want to put in a sales position and you know, what’s your evaluation process too, if they’re, if they’re doing a good job?

Tania:                                         20:15                       Well, we’re still working on it. Sales is kind of, you know, like fairly new for us because we haven’t really had to sell until like the last couple of years. So we’re still working on it, but it’s a lot of, uh, um, roleplay, um, a lot of kind of, uh, looking over scripts to figure out how to handle objections. A lot of it is kind of when we’re role playing, we’re kind of like imagining that it’s like our aunt or our mom’s friend or something who’s coming in. Um, and really kind of trying to reacting exact same way that you would react to someone who’s just asking for your advice. Um, so a lot of that and right now because we’re bringing in a kind of more involved sales process for personal training, that was completely different situation. I actually hired someone who had a ton of experience, eight years of experience in a Globo gym selling personal training. That’s amazing. Yes. So he is bringing way more to the table. In fact, I thought of having him come on and talk to you guys about this because he’s been fantastic. He’s been with us for two weeks and has sold, I think I want to say somewhere between 18 and $19,000 worth of personal training this week. So

Mateo:                                      21:30                       Talk a little bit about that because how did you find them? Cause I know I myself and I’ve people have talked to you, we’ll, we’ll look if there’s a problem like, hey, I want to be better at this skill, but I know I need to talk to a specialist. I have trouble sometimes finding the person or even reaching out. How’d you find this person? And you know, what’d you say to have them agree to like, yeah, I’ll, I’ll teach you how to sell expensive personal training packages.

Tania:                                         21:53                       It was kind of serendipitous. I did not plan it out that way. So I had been looking for someone in the sales department. My brother works in finance and he’s a really great sales guy. So I was thinking of maybe having him come in and, and work with my staff on that. But what happened was I actually thought, you know what, we need to do more personal training, hire personal trainers. I put out an ad for a personal trainer. He answered the ad and when I looked at the resume, I could see that he wasn’t just a trainer, that he was, uh, uh, sales and personal training manager. And I saw where he worked and it’s like one of the really big global gym chains in Canada, like the biggest one. And so I took him out for coffee and basically just grilled him on all of their internal processes. And when we just started talking, I basically found out that he was basically itching to be able to give good training but not inside a Globo gym. So basically his goal was to try to reproduce or maybe make an even better system than what they had at the global gym, but with what he calls good facilities and good trainers,

Mateo:                                      23:02                       I mean, yeah, it’s say what you want about the results in terms of health and fitness. That bigger box chains can provide the average consumer biases aside, their sales processes are dialed in. And I think that’s something that we’ve done a lot of too, is if we want to learn something new, we’ll just, we’ll just pretend to be, and I think that’s something if you’re listening, you can do is if you want to be better at sales, go and be a prospective client at some of these other gyms. Just walk into a, you know, a, a planet fitness or uh, you know, equinox and, and just say, Hey, I’m interested in a membership and just be honest on your, you know, functional fitness person and you’re looking for something new. And, and see what they, where they take you see how they do actually

Tania:                                         23:46                       actually what we’ve been doing for the last two, three weeks. Then we’ve been kind of going to all these Globo gyms and basically figuring out their processes just by like pretending to be a client. Yeah.

Mateo:                                      23:57                       That’s awesome. So, okay, great. So shifting gears a little bit, you’re working on, you know, sales is a big part of a lot of the training you’re doing with your staff. And as we said before, before you want to market, you gotta make sure your products, your service is great, your sales system is dialed in. Tell us a little about your experience in trying to get new clients and then how that changed or how your business change in applying some of the paid advertising strategies. We talk about it at, at TwoBrain Marketing Episode 3: Tania Vrga.

Tania:                                         24:28                       So it used to be that, uh, like I said, we were destination everyone, anyone who wanted to do crossfit would just come to us. So that was easy. The next step after that was for several years we ran, you know, free trial classes on Saturday afternoons or whatever. We looked at the data that wasn’t, it was okay. Uh, it worked really well for a couple of years.

Mateo:                                      24:47                       I think though, it’s like, yeah, I think, I think a lot of on the TwoBrain side of things I’ve realized free trial classes and things like that are, are not as effective. But why do you think they are, they weren’t as effective or weren’t yielding the results that you are?

Tania:                                         25:00                       Well, let’s think about it. What are people who are actually coming in to see you really wanting and what is their main, what’s holding them back? Right. Most of the time they’re just wanting, uh, to take that first step. That’s the hardest, hardest part. And I think by doing like a free trial class, you making that first step way harder than it needs to be. You know, I don’t, it’s almost like asking, I dunno, like asking someone to like marry you on the first date or whatever. Like can we just like have coffee first? Like, and talk about your goals before I make you do Fran. So I think so that, so that’s the first piece is that it’s a lot easier to ask someone to do a small thing than it is to us someone to do a big thing because once they do the small thing, it’s a little easier to ask them to do the next small thing.

Tania:                                         25:50                       Nope. Um, so I think that’s one piece and I think the other pieces, yeah, across the can be intimidating. Like let’s face it. Um, and how do you know that that free class is going to be the class that they need? It’s like going back to like if that person was my mom’s aunt who was coming in, is that what I would really want her to do if my grandma or my aunt was coming in? Like what? I just have her try a free class. No, I’d sit down with her and figure out what she needs.

Mateo:                                      26:16                       The experience also is, I don’t think representative of what your service will be like for that client for the rest of their time there after they sign up, if they sign up. Agreed. You know, the most of their experience, at least I don’t think. And the way my service is designed isn’t going to be a a room full of strangers who are all trying this thing out at the same time completely not knowing what they’re doing. You know, that’s not what my service is about and I don’t think what yours is either.

Tania:                                         26:44                       Right. So it doesn’t give a good a good idea of what the service is for sure. That’s, and then the other piece too is you also then creating another situation where even after they do the trial class, then you’ve got to try and sell them again. Exactly. You have to sell him twice. Yeah. So there’s a lot of issues I think with the free trial class, but that’s what we were doing before and it worked okay. And then we had experimented a little bit with um, like a Facebook ad here and there and for like a boot camp a few years back, doing like a, taking a video of the bootcamp and then like having a button to a landing page or something like that. But things really changed when I started the TwoBrain marketing. I, first of all, I uh, I related really well to how you guys like kind of teach it – instruct it.

Tania:                                         27:31                       Like I, I do really well if I have a bird’s eye view of what’s happening and what all the moving pieces have to be. And then I’m like, oh well once I figure this out I can do whatever I want with this. I can tweak this and I can change that and I can try this. So I think that’s where the value was is like just learning the tools that I needed. And it was really nice that it was kind of all laid out for me. Like if you wanted to run it this way, this would be, uh, you know, your simple step by step process for doing that. Once we started doing that, I just needed to make sure that I had the availability of salespeople to basically come in and do the intros and make sure that I had the staff. And then, yeah, that was super fun because then I can like start playing around with the numbers.

Tania:                                         28:18                       I could start doing some calculations to see what kind of return on my investment I was getting. And it was a no brainer. Like we’re talking after a couple months, I did some calculations. We’re looking at about 14 times, so like 1400% like return on my investment.

Mateo:                                      28:38                       Wow. So yeah, on average w what are you spending on some of the paid ad campaigns that you have run and what kind of returns where you seeing on?

Tania:                                         28:48                       I’m still kind of like a little trigger shy cause I kinda feel like I could like really, really dial it up if I, uh, if I knew that I had my enough salespeople for it. But, uh, so I’ve been spending anywhere from $10 a day to 30 or $40 a day essentially on paid ads. Um, we were doing like a standard six week transformation that worked really well, very easy to sell.

Tania:                                         29:14                       And now we just kind of started changing our wording when people come in to kind of manage the expectations that this is just the beginning, but the six weeks is just the beginning. So, yeah. So we’re spending a lot on that. And I would say we had all our numbers out of all the people, all the leads that were coming in, we were getting more than half of them actually coming in for their intros. And then more than half of them, uh, would buy afterwards. So if you run the numbers, it’s definitely worth it. Especially if you’re selling like six or $700, six week packages. Right?

Mateo:                                      29:44                       So like on a, on a given month, if you’re spending, I don’t know, 800-1000 on ads, how much, how much front end sales are you generating?

Tania:                                         29:52                       So if I’m spending, let’s say, so I, that’s exactly how I calculated this a 14x return on my investment. So what I did is I calculated over the course of, cause there’s a little bit of a delay in the way that we do the payments and all of that. So I was calculating the return on the investment and let’s say I spent $1,000 in March, in April, I’m going to be seeing anywhere from 10 to $15,000 worth of revenue coming in from that. That was in dollars.

Mateo:                                      30:20                       Wow.

Mateo:                                      30:21                       And that’s not counting if people, you know, what’s the, what’s your LEG on, on most of, uh, most of your memberships

Tania:                                         30:28                       over a year. Um, and, but just kind of weird, like the holidays were a little bit weird with the six weeks. It was very, very cyclical. Like you’ll get like a month where 80 or 90% stay after the six weeks and then you’ll get a month where you get like 20 and I’ll be like, come on. I wonder what happened to that group. Is that the Christmas group or what?

Mateo:                                      30:48                       Yeah, and I, and there’s also a few different ways to, to do it too that you can change the experience. It depends a few, someone one on one or more group for sure.

Tania:                                         30:59                       Yeah. So we have like kind of tiered offerings right now for our different like tiers of classes. And then once, it was interesting because once we kind of felt like, okay, we had an idea of how the marketing could work. Um, we had, uh, we had a really successful campaign for our 55 plus class and it took, it took a two months, but we filled it up. We went from having like four p four regulars in that class, about 16 regulars in that class. And the interesting piece is that we kind of just use the template. What we did is we said, okay, well we’re just going to do like a six week 55 plus campaign and they all stayed afterwards. So, uh, so it’s very easy to just kind of tweak things a little bit and it still works.

Mateo:                                      31:42                       Yeah. That was my, my goal with creating the course material was so that you know exactly what you said, you now have the tools to take this system, this way of advertising and apply it to whatever you want to dream up. As long as the services is a consistently excellent and as long as you have salespeople, you know you can apply it to your 55 plus program or if you have a kids program, you know, whatever it is, uh, the principles still work. And so you’ve been around for 10 years. What do you think has been the key to your success and in your longevity as a business?

Tania:                                         32:20                       Okay.

Mateo:                                      32:20                       Oh Wow. That is such a good question. Well I know a lot of people want to say want to see the same thing. So you know, what would you say, what are you, what would you say to that? That person that, that gym owner,

Tania:                                         32:32                       I think a big key is being okay with change cause it’s really hard to have in this business if you’re not willing to adapt over time and not have that create any kind of self worth or self esteem issues for you to be okay with. Like, yeah maybe that wasn’t the best way of doing things and maybe it’s okay to change. I think that’s one piece. And then I think the other pieces is knowing, knowing who your audience is, knowing who your c clients are, and seriously being okay with not catering to people who are not a good fit for your business.

Mateo:                                      33:08                       What do you mean by that?

Tania:                                         33:10                       I mean, um, I’ll give you an example. So, and our, in our city, uh, there’s probably in about a dozen crossfit gyms and each one of them has a different vibe and some of them have a much more or less a competitive vibes. Some of them have older versus younger crowds. And so over the last few years I’ve had to let clients go who just didn’t like that we were going more around the health and longevity side of things. They just, they wanted to compete and I have to just be okay with saying, you know what, I think maybe this other gym down the street would be a better fit for you. You know, they uh, they really focused on the competition side and that’s okay. You know, I think clients will, members will respect integrity and authenticity when it comes to that. And if you try to be everything for everyone, that won’t always come off as authentic

Tania:                                         34:02                       as what’s being and you’re being a good coach. You know, it’s like, hey, for what you want and your goals, you need specialized coaching or you need to add this to your, to your regimen and this is the best place to find that over here or over there or with this thing.

Tania:                                         34:19                       And often times those clients ended up coming back a year or two or three and they respected the fact that you gave them the best advice that you could have given them at that time.

Mateo:                                      34:29                       Exactly. Cause I know that you’re, you’re the coach, you’re in their corner and exactly what you said, you’re giving them the prescription, the advice, the training that they, they need pointing them in that direction. Awesome. So if people want to chat with you and learn more or maybe drop in, where can they find you?

Tania:                                         34:47                       We are at www.crossfitwinnepeg.com and if every year in Winnipeg do not come during the winter, but now it would be pretty safe. The snow is starting to melt or all good. And if anyone ever wants to drop me a line in TwoBrain or whatever, I’m in the, I’m in the members group. Um, and we also have our Facebook page. My email is tania@crossfitwinnepeg.com.

Mateo:                                      35:10                       Awesome. Thanks so much for coming on today and I don’t know what I’m going to be in Winnipeg, but I guess we’ll see what the summit, yeah. Yeah. There you go. See in seeing a couple of months,

Chris:                                         35:21                       hey everyone, Chris Cooper here on 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 in 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 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 GM ownership really can be. We’ll have a link to the two brains 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:                                          36:50                       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:                               37:15                       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.

Thanks for Listening!

To share your thoughts:


To help out the show:

  • Leave an honest review on iTunes. Your ratings and reviews really help and I read each one.
  • Subscribe on iTunes.
Episode 161: Building A Measuring Stick

Episode 161: Building A Measuring Stick

All of us are surrounded by a million great ideas. How do you know which to do, and which to wait on? The biggest job we have as mentors is to help you filter these ideas, take action on them and execute them until they are done. Today we talk about the process to do this and how we recommend you do it at Two Brain!


Be on the lookout for my new book coming out in just a few weeks: Founder, Farmer, Tinker, Thief!


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!







2:34 – Introduction to Building a Measuring Stick

3:48 – How does Two Brain grow from user input?

5:35 – You can do anything but you can’t do everything

7:53 – The importance of the roles and tasks exercise

12:02 – The best way to approach new ideas in your business

15:55 – Overloading your business with too much software

18:00 – The hierarchy of questions to ask yourself when choosing between ideas

23:06 – Testing your idea for an appropriate amount of time

29:30 – Some examples of important metrics within your affiliate

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 Cooper:                        00:26                       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 in 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 that their coaches and give their clients a meaningful path to longterm health.

Chris Cooper:                        01:26                       We only do one big seminar every year and that’s the Two-Brain Summit. The reason that we do that is because a big part of the benefit is getting the Two-Brain community together 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.

Chris Cooper:                        01:49                       Today we’re going to talk about how to build a measuring stick. All of us are surrounded by a million great ideas, right? And a lot of the times these are actually good ideas and we just find that we can’t do everything. And so we have to deal with as entrepreneurs with things now like overwhelm and paralysis by analysis, you know, things that entrepreneurs 30 years ago didn’t really have to deal with.

Chris Cooper:                        02:12                       They followed traditional routes. They opened up their business, they put up a good sign, they called the yellow pages, they maybe ran a newspaper ad or sponsored a kid’s baseball team. But now there are a lot of opportunities available to us. And our biggest job as mentors is to help you filter those ideas, take action on them and stay focused on them until they’re done and then build on them. So today we’re going to talk about the process for doing that. How we actually do it at Two-Brain because we get nailed with good ideas, you know, two to three times every single week and how we make sure that we’re only doing one thing at a time to measure the effect before we release it to you guys. So, um, first there are a couple of key points that we’re going to start off with here.

Chris Cooper:                        02:53                       And the first is that we’ve been talking a lot recently about how Two-Brain grows from input. So the original Two-Brain modules, all the original templates, all the original knowledge came from catalyst. It was all like my journey and my failings and my learnings. And then as we added to the mentoring team, we were able to diversify and broaden that knowledge base. So you know, Danielle’s staff handbook was better than mine and now Kaleda’s staff handbook is the best in the universe. And so that’s the one that we give you guys. And Brian Strump was offering the best hybrid memberships in the world. That became the gold standard. And so that’s what we teach now is his model. And it’s been interesting to watch the progress of catalyst as Jamie and Miranda update catalyst to all of these best practices in the world.

Chris Cooper:                        03:39                       You know, what we mentor and teach at TwoBrain really is like the culmination of the best of all of us in the best that’s out there. And most of my job is exploring these new ideas and opportunities, figuring out what is actually going to work. And then helping, you know, put that into our curriculum. But the problem is that I’m kind of an idea guy myself and I’m an easily distracted guy myself and I get attracted to great ideas and shiny bright spots on the side of the road, probably more than anybody else. So when it comes to overwhelming the system and pumping these new ideas in, and I say we get two to three a week and we can’t do everything, you know, I’m probably the biggest culprit there. I’m the one that feeds two ideas into the system every week. And when you’re surrounded by genius, active people who are going to take something and run, that’s actually a problem because there’s no shortage of great ideas, but there isn’t a shortage of brain space and energy and time.

Chris Cooper:                        04:36                       So today I want to talk about how to figure out which ones you use right now. The first thing I want to do is recommend a book called “anything you want” by Derek Sivers. I’ve read this book three times. It gets better every time. And the key point to take away from his book is that you can do anything but you can’t do everything. And so the key, when you have a great idea and it doesn’t fit into our annual plan and it’s like you’re adding one more thing to your plate, he is to tell yourself, I’m gonna write this idea down and I’m going to do it at the end of the year or two quarters from now, six months, whatever. And you come back to it in six months and you say, is this one of my top three priorities now? And it was a real step by step process that I’m going to give you in a few minutes that will help you to determine like when the idea is so big that you really should replace some of your priorities with it or when you should maybe just leave it on the back burner.

Chris Cooper:                        05:26                       Okay. So first, what IS overwhelm? Overwhelm is just basically this paralyzing feeling that you have too many things that you can do. And so you wind up doing none of them. Or maybe you know, there are two or three things that you could be doing right now, but none of them are as easy as going in the Facebook group and looking to see what everybody else is doing or just reading their bright spots. Overwhelm is when you have so many things to do that you wind up doing none of them. And it’s a really common phenomenon because our brains are wired to avoid this kind of stress. When we have decisions to make, we try to procrastinate. It’s a natural human tendency when we have choice to make, we tend to defer. We don’t like making choices. We don’t like being committed to this one thing because what if it goes wrong?

Chris Cooper:                        06:12                       And the old analogy of, if you want to starve a mule, what you do is you, you put them 10 feet away from the water trough on this side and 10 feet away from the haystack on this side and you try to let them decide whether they’re more hungry or thirsty and eventually they die of thirst and starvation at the same time because they can’t just choose one. That’s what overwhelm means. And really that’s what the new book Founder, Farmer, Tinker, Thief is about: what advice you should take and what actions you should be focused on depending on what phase you’re in, in your entrepreneurial journey. All right, but I want to talk about today is what happens when you see a fantastic idea and it wasn’t in your plans and you’re already pretty busy and you don’t know how you can fit it in, but you get a start anyway.

Chris Cooper:                        06:52                       You know, you start piling things on. All right? So let’s walk through what an actual plan is. So first of all, I’ve got a couple of criteria for helping you decide. All things being equal, let’s assume that you have time to work on one big idea and you’re deciding between two or three really good things. You know, what am I going to work on today? I’ve just found myself three hours. I don’t have to coach the morning classes. I’m in the gym, I’m by myself. My mentor told me two or three things. I’m a month behind on my calls. Which one of these am I going to do? The real reason that we teach the roles and tasks exercise in the incubator first is roles and tasks is a tool. It’s a model for thinking things through one tiny step at a time. It’s practice for breaking an activity down into its lowest irreducible common denominator.

Chris Cooper:                        07:43                       Okay? It’s getting into the dirt of the dirt of cleaning, whatever. And the real reason that we want you to do that, number one, it’s going to let you get those things off your plate. But number two is because I want to train you to think of what comes before. What I want you to, to think about things in a logical order. When we learned to leverage our time best, we learn to ask the question what comes before that? So in the incubator program, just as an example here, we do roles and tasks because that allows you to free up your time a little bit to work on the next thing, which is a staff playbook. And the staff playbook frees you to work on the next thing, which is setting up a retention system. And once you’ve got a retention system built, then it makes sense to build a sales system because you’ve got a sticky net for the sales that you make and once you’ve been trained on sales and you’re good at having no sweat intros and conversations and goal reviews, then it makes sense to teach you outward bound sales, which is affinity marketing and when you’re good at having conversations and saying, how can I serve you?

Chris Cooper:                        08:45                       How can I help? Then it makes sense to teach you how to do it digitally. How does scale using Facebook marketing? The reason that we do it in that order is each step multiplies the effects of the steps after it. These are not like additional topics; they’re. multipliers. They’re levers. Okay, so in the fitness industry, to make a similar analogy, think about what happens when somebody starts working out at the gym. They sign up and they get two months in and they’re starting to look at like muscle and fitness magazines on the store shelves or, or they’re asking people who kick around the gym like, Hey, what’s your workout? What are you doing? And eventually the topic of supplements comes up, right? And so the big guy at the gym will say, Oh, I have this supplement stack. I take protein and creatine and BCAAs and fish oil and whatever.

Chris Cooper:                        09:32                       And they give you this laundry list of all the supplements that they’re taking. And so the client turns to you and says, hey coach, should I be taking all these supplements? The answer is really, it depends, you know, as a coach to the answer to every question is, it depends. But eventually you’re going to tell the client test, test it, see how it works. And if you’re running a controlled test, you’re going to try one thing for one month, two months, three months, and then you’re going to report back so that you’re testing things in isolation in a vacuum. Okay, so you’re this three months, we’re going to try whey protein and we’re going to see how that works. And then we’re going to, then we’re going to test creatine after that and we’re gonna see how that works. But we’re not going to test them together because if you get some kind of positive response, we won’t know which one.

Chris Cooper:                        10:18                       And this is how supplement sales are made and stacks are formed and like products are combined. And you guys know this stuff, right? They’re combined out of confusion. You don’t know what’s working out of the five things that you’re doing, so you’re scared to stop doing any of them. We don’t want to do that in our business because we have more than enough things to do and activity compounds, right? We get busier and busier and busier, but our progress can slow down and that’s just because we’ve got so many balls in the air we never want to drop any of. So here’s what we’re going to do. I’m going to give you guys a process because I’m sure you’re getting great examples from your team, right? Like they’re coming up with great ideas. Why don’t we run a kids program? Why don’t we running like an intramural open four times a year?

Chris Cooper:                        10:59                       Why aren’t we running like Olympic weightlifting Tuesday and Thursday nights? All right? Now you’re leaders, your managers, which means you’re managing their emotions and not just like tactics. So you can’t just say, no, that’s a dumb idea. Here’s why we don’t do it. You can’t say, Oh yeah, no, we tried that. Here’s why it’s not going to work. What you have to do is let them know that they’re being heard, but also not commit to doing too many things. You have to be able to test one thing at a time. You have to be able to track its effects. So the very first step we’re going to take is have them put their idea into writing. All right, so we’re going to start by separating the best ideas was something that we call project proposal template.

Chris Cooper:                        11:43                       Having it in writing means that they have to think it through. It’s very easy for us, you and me and our staff, so become emotionally attached to an idea without thinking through all of the steps. For example, let’s say that your coach says, I want to build an American Ninja warrior course because everybody sees that show 2 million people every week. Tune in to that show and kids like to do it. So we’re going to start an American Ninja Warrior course and uh, it’s going to cost us about 8,000 bucks to set up the basics. It’s going to take a weekend of our life to build them and put them together. Uh, we’re going to have to take out a little bit more insurance to cover the, the policy. And now we’ve got this course up. And what happens? Well, traffic is driving by. They’re seeing it. Okay, yeah.

Chris Cooper:                        12:27                       Uh, who’s going to coach this thing? Well let’s, let’s run it on the weekends. Let’s open it up. You know, so now you’re staffing it and you’re before long taking up a lot of time, but you know, you, you really didn’t think of a revenue model behind it or how you’re really going to benefit from this. So the first thing we want to do is have your staff fill out a project proposal template. But what it does is it makes the staff think through what is the revenue model that supports this idea. All else being equal. We have five different ways that we can help our gym family this month we’re going to do the one that adds measurable value to the business. Measurable value is defined as how much profit are we going to make, how much income is this going to add to the coaches paycheck.

Chris Cooper:                        13:11                       And finally we’ll the value that our clients get from this exceed what they’re willing to pay for it after the coach has thought that through, they might be willing to take the next step, which is who is going to be responsible for the fulfillment and evaluation of this product. And if they’re not willing to do it, if they’re just saying like, Hey Chris, you know, we should buy five more rowers because that’ll make the open events a lot easier. Now they have to say like how they’re going to objectively measure success and are they willing to be the point person for this or are they so passionate about this program that they’re willing to take on the time risk for running it and putting it together? And that’s key. So one of the big potential pitfalls and a coach starts at four ninths model is that their programs that they’re not entrepreneurial, right?

Chris Cooper:                        13:58                       They don’t completely understand that their job is to run the program from scratch. If your gym has never run a kids program before, the coach might project like, oh, this is going to be easy. We’re going to, you know, open up a payment option in Zen planner, we’re going to buy some foam mats, we’re going to roll this out. People will sign up and I’m going to get paid. They don’t actually understand like all the work that they’re going to have to do to get that thing going the first time. You’re going to have to show them that, but having a written project proposal will help them think through that in advance and ask the the most important question, which is am I willing to do the work to get it there? All right. Finally, the big question that you have to ask on a project proposal is, is this important enough to replace what we currently have planned?

Chris Cooper:                        14:41                       How will this bump something else off the schedule? So there was a great question today. Somebody in this group just added uplaunch and they really like it, but now they’re up to five different pieces of software. They’re using Google drive, they’re using zen planner, they’re using something else, you know, maybe it is, it was acuity and they said like what is the limit to the stack here? It’s not my job to be a software operator for the rest of my life. We keep adding software and does not just add layers of complexity. And it was a great question and we used to have this rule a Two-Brain that if you are going to bring in a new piece of software then you had to tell us which piece of software that we’re currently using that we’re going to take off the board. And that’s why we weren’t adopting, you know, like five different process management things all at once.

Chris Cooper:                        15:30                       And that’s why it took us six months to come up with a CRM that we really liked because it had to replace something else. So when you’re thinking about a new project, a new idea, what you need to think about is like what current thing am I working on that this is going to replace? Never think I’m going to add this onto my plate. Your plate is already full enough. All right? Then what we want to do is we want to hold up our templates in the staff meeting and you know, so we’ve got these monthly staff meetings going and you say, okay guys, we got project proposals for these three ideas, let’s discuss them. So the first thing is what current program are we willing to sacrifice to bring this in? Like we’re not going to add it, we’re going to replace something else.

Chris Cooper:                        16:13                       Second, how will we objectively assess success in this program? How will we measure that? And then how will this benefit our clients? How will this benefit you, the coaches, how will this benefit the business? Okay? And it’s really important to let your coaches try to answer those questions too, so they understand like, here is what’s actually important. All right? After you’ve done that and you familiarize your coaches with all of your ideas and you’re still having trouble deciding which one to do. Here’s the hierarchy of questions that you have to answer. Number one, what’s the right thing to do for the majority of my clients, so if you’re thinking, well, we could run a an Olympic weightlifting program where we could run a crossfit kids program, but like we’d have to charge twice as much for CrossFit kids and we could only get like six kids in the group and I’m not sure our clients are going to pay for that.

Chris Cooper:                        17:01                       The question to answer is what does the right thing to do for the majority of my clients? If the majority of your clients have kids who would benefit from the crossfit kids program, then that’s the best thing to do. If the majority of your clients are 23 years old and they love Olympic weightlifting, then that’s the right thing to do. Okay, so the first question you need to answer is what’s the right thing to do for the majority of my clients? The second question is, what is the right thing to do for the majority of my coaches? So let’s say that your listening to one coach asks you for a proposed program or a schedule change. Okay. And you have to understand that like you can’t respond to just squeaky wheels all the time. So you have to say like, is this the best thing to do for the majority of my coaches, I’ll give you a great example.

Chris Cooper:                        17:45                       You run a gym and three of your coaches say “we need more clients. You need to lower your rates so we can get more clients in the door.” You as the owner might feel very pressured to listen to them and say, well, you know, they’re kind of voting for it. Uh, you know, I feel like it’s a democracy here. I feel like I have to lower my prices. But you know, as an educated and informed owner that you’re only really going to hurt the coach’s income by doing that. So you need to resist that change. Okay? So number one was the right thing to do for the majority of my clients, not every client. Second, what’s the right thing to do for the majority of my coaches, maybe not every coach. And then the third thing you have to ask yourself is, is this part of our path or is this part of the hedge?

Chris Cooper:                        18:31                       So part of the path means that doing this idea carries you closer to your goal, right? It aligns with your vision. I’m sure you’ve all heard that before, but what this means is that by doing this idea, adding this program, running this thing, does that bring me closer to my overall goal or does it slowed down my process? Am I still walking on the path or am I jumping in the hedge? A hedge is when you’re not completely confident in your main program offering. And so you offer kind of an alternative. You know, it’s like, I think this gym is gonna pan Out, but I’m going to get a job at the bakery just in case. That’s my hedge. Or do you know my gym is breaking even. It’s only even breaking even for about three years. I’m going to start a tee shirt company. You launch a hedge product because you’re not confident that your primary product is going to take you where you need to go.

Chris Cooper:                        19:26                       Okay. And obviously when you’re in involved in a hedge product, you’re not on the path anymore, you’re not headed moving forward. So what I want you to ask yourself is, will this project take me forward in my business or is this just a hedge because I don’t actually believe that my path is the right one or that my primary service is going to take me where I need to go. What attracts you to hedges? Nobody’s walking down the path and just thinks, I’m going to jump in that hedge. What attracts you to hedges are the shiny objects that are buried in them. For example, you are excited to create brand new t shirts and you love wearing crossfit tee shirts like I do. And you love having like, you know, catchy insider slogans on them. Like “there’s a fine line between questioning authority and drinking poison in the jungle. “

Chris Cooper:                        20:15                       You know, something like that from Mark Twight. Well, nobody gets that quote except for you. But you have to design your own tee shirt, you think. And so you’re going to start a tee shirt company. Cause this ain’t hard, right? Everybody can set up like a store on Etsy or something now. And so you deep dive and for the next two weeks all of your thoughts are good ones. You’re excited, you’re launching this brand new program. All your efforts are going into t shirt designs and you’re like learning how to set up your store online. And eventually somebody buys two tee-shirts wow. And you like put up the link on Facebook and you put up the link on your members group and on your website even. And people are starting to buy a couple of designs and you’re making three, four, five, maybe even thousands of dollars. Okay.

Chris Cooper:                        20:55                       But you’ve also spent two weeks not walking down the path, not moving your business, the big engine, big financial driver of your success. It’s still sitting back there from two weeks ago and you’ve got to walk back, eventually scrape up what’s left of it and push it on down the path. Again. You’ve probably lost all your momentum and I promise you this guys, if you’re attracted to too many shiny objects, you’re going to get pulled left and right. You’re going to go every direction but forward and eventually you’re going to get pretty damn tired. And so when I say ask yourself, is this on the path or is this a hedge you have to be very aware of, are you confident that you’re on the right path right now? And if you’re not, then you need to talk to your mentor. And if you think maybe my mentor has me on the wrong path, then you should try a call with a different mentor just to make sure, all right.

Chris Cooper:                        21:45                       If you have a written project proposal and you’ve thought through all the details and it’s good, we’re still not going to adopt it wholesale. Okay? We’re still not going to put the crossfit kids program at 4:30 Tuesdays and Thursdays on the program forever. You’re going to start with is an addition to annual plans. You’d take out your annual plan template and you’re going to write in, we’re going to test this for an appropriate amount of time, three months at the Max, okay? As Mike Tyson said, everybody has a plan until they get punched in the face. Nobody ever executes a textbook launch of a new program or an idea. It just doesn’t happen. It doesn’t exist. What you need to do is moderate the potential downside and the potential downside is time. So for example, if you’re going to change your schedule because you think it’s going to save you money or save you time or make a better class for people, you should release your schedule in three month blocks so that you’re free to go back, okay?

Chris Cooper:                        22:41                       You’re free to change your mind. You’re free to say, whoops, that was wrong and not suffer the consequences. Okay? So you need, first of all, to plan any new idea is going to require a revision. You need to build in some kind of margin to change it, fix it, upgrade it, whatever. Second, you need to have a fixed timeline. So the first time you run out a CrossFit kids program, you’re going to run it out for six weeks or eight weeks. And Gretchen has a great blog post about that. The reason you do that is because maybe everybody loves like your wine and Yoga night on the first Friday that you run it, maybe less so on the second Friday and maybe by the third Friday it’s you all alone in the gym on Friday night with a box of wine and you’re punching yourself in the face.

Chris Cooper:                        23:27                       The next thing that you have to do is objectively measure the success of your idea. So after three months, maybe you and one other client still loves wine and Yoga night, okay? But it’s losing you money and it’s taking up a spot on your Friday night that you could be spending with your family and maybe you could put a kid’s class in there or something that would actually work. So the reason that we say in the beginning, here’s how we’re going to objectively measure success is so that three months down the road we can take that evaluation and say like, is this working or is it not? The last thing is we need to test only one thing at a time, and I mentioned this before with like the creatine, protein BCAAs example. If you are just starting, if you’ve got a brand new website and you sign up for Uplaunch and you’re running Facebook marketing and affinity marketing all at once and your revenue goes up, which one of those four actually caused the revenue to go up?

Chris Cooper:                        24:18                       You might be tempted to think like, oh, my website is awesome. My revenue has gone up $3,000 a month since I switched websites. That’s so great. But that increase might actually have come from the Facebook marketing or from a new lead magnet that you’ve been using or from up launch or something else. So whenever possible, unless you’re in a panic like state of emergency, I got to try everything, test one thing at once, measure the effect and then build on that. So go back to our first point, which thing to try. The first thing that you want to try is that the first domino in the chain of fact When you’re going through the incubator, you’ve been taught to ask the question what goes before what and so if you’re looking at all these different options, should I do Facebook marketing? Should I do uplaunch?Should I get a new website?

Chris Cooper:                        25:03                       The first thing you want to ask yourself is which one of these magnifies the others? If I make it better, okay, now you might actually think like improving my coaching is what’s going to magnify everything else and a lot of us believe that when in the first couple of years of owning a business, if I’m just the best coach, I have the best coaching staff, then I’m going to have the best business. The problem is that we need to make sure that we’re pushing over a domino that has other dominoes following it. It is not enough to be a 10 out of 10 on coaching and a one out of 10 on business. You need to do the things that are going to push over the Dominos in the business line. And so what comes before? What is a question best asked by context and experience.

Chris Cooper:                        25:47                       So you say to your mentor, I’ve got these three opportunities. The first opportunity is add crossfit kids. The second opportunity is get better at sales and third opportunity is start a T-shirt company. Okay? And if you’ve seen the lego movie, you can picture like Benny building the spaceship spaceship, spaceship, spaceship. Most people choose spaceship, they want to launch the tee shirt company because it’s novel and exciting. The Smart Entrepreneur turns to their mentor and says, which one of these things do I need to do? And the mentor says if you get better at sales training, that’s going to magnify the effects of your tee shirt company. You’ll sell more tee shirts. It also magnify the effects of how many people you can put in your crossfit kids program cause you’ll be better at selling that program. Sales comes before those other two things. So you should focus on that first.

Chris Cooper:                        26:37                       Now that doesn’t mean you have to go through the pain of saying, I’m never, I’m never going to do those other things. You don’t have to say that you can actually have everything. You can do everything. You just can’t do it all right now. So you have to say to yourself, here’s my annual plan. I can do retention, I can work on sales. I get starved marketing, surely to have more money. But if I’m better retention, every new lead that I get coming in through the door will stay longer and I won’t have to do as much selling. And then if I learned sales, if I practice my no sweat intro in every lead that I generate from Facebook is more likely to sign up. So I have to do fewer, no sweat intros. The better at them I get. And the longer that I’m keeping people, the fewer new clients that I need.

Chris Cooper:                        27:25                       I don’t have this flywheel of needing 30 new clients every eight weeks. So if I get good at this thing, which is the least sexy, I can really magnify my results with the next thing. Okay? And it’s, Shawn just brought up, it is very tough to do one thing at a time. You know, we’re entrepreneurs, we are attracted to those shiny objects. We love hedges, right? We’ve taken this risk, but we still want the parachute. The hardest part. But also the secret to success in entrepreneurship is doing one thing at a time, objectively measuring the results, saying yes, this is working or no, this is not actually the answer. And then building onto the next thing. All right, I didn’t give you guys a few examples here. Whenever we ask questions, who here has the best website? What kind of answers are we going to get?

Chris Cooper:                        28:17                       Well, you know, my website seems to be working well and so we asked the question like what does a website, a website, it’s job is to capture leads coming in from social media or even from local people who are looking for more information and convince them to come and meet you in person. That’s a website is job. Okay. I think of the website is the boat. And think of Facebook as like one fishing net. Think of Instagram is another fishing net. Think of word of mouth as another fishing net and, and you’re just trying to bring the fish back to the boat. The boat’s job is to get the fish to shore. So when we’re saying who has the best website, what we’re really asking is who is converting the greatest percentage of traffic that comes onto that website into the next step: A no-sweat intro.

Chris Cooper:                        29:02                       That is the only valid measure of how good a website actually is. However, if we’re not considering that metric, if we don’t know that, then we’re going to rate our website based on completely different criteria. So if I asked five people here, like who’s got the best website, somebody is going to say mine’s the best. It’s the most artistic. Somebody else is gonna say, mine’s the best. We have like video instead of still photos. Someone else will say mine’s the best because we don’t use this revolution slider anymore. And somebody else might say, well, we have the clearest call to action, but the bottom line is like none of that matters unless you’re measuring conversion. If you don’t know what your conversion rate is on your website, then you don’t know if you have a good website or not. There are plenty of other examples out there in business.

Chris Cooper:                        29:49                       If I say, who’s got the best retention? And I ask, you know, I put a thousand affiliate owners in the room, how’s your retention? Every single person will say, it’s awesome. We keep everybody, everybody loves us. I think our retention has got, we don’t even have to talk about it. You don’t even have to say the word anymore. Strike it from the dictionary. Take it out of your books, take it out of the incubators, skip that section. Fast forward that video retention is amazing, but if you’re not measuring it, you have no idea if it’s amazing or not. And so step one is what’s your LEG? How long does the average person stick around at your gym? Then we say, if your LEG is 13 months, which you know in our last measure of Two-Brain gyms, that was it, 13 months, what would happen if we increase that leg by three months?

Chris Cooper:                        30:32                       And The answer in that case was another $40,000 a year in profit to the average gym owner. So that’s based on 150 members paying 150 bucks a month. If you could keep each of those people for three months longer than they’ve been kept in the past, you will net another $40,000 you know there’s no marketing cost to that. You don’t have to acquire them, but this is what people don’t measure. I’ll give you another question. How profitable are you? We’re about breaking even, most people say, and the reason is that they don’t objectively measure how profitable they are. If you ask less educated affiliate owners than the people in this group, what’s the best floor scrubber? They’ll say bulldog is the best. You know, it’s the best thing we’ve ever done for our gym. The follow up question should be obvious. What else have you done for your gym?

Chris Cooper:                        31:16                       But it’s usually not because their scope of reference is completely different than ours. I might like the viper better because it’s more artistic. The graphics are the best. Maybe the bulldog uses less soap. I have no idea. Okay. These are just, you know, examples. If you ask two people what’s better: Kill Cliff or fit aid, they’re measuring success on completely different scorecards. Well, this one tastes better. Well, this one has a bigger profit margin. Well, this one, my clients like better. Well, this one sells fast. We need to know exactly what you’re measuring and I’m not going to say to you, this is the metric that’s most important in any case except for profit, ARM, LEG, longterm value. You can decide, but the point is that you have to decide in advance. All right.

Chris Cooper:                        32:02                       I always start too many things without following completely through. That’s changing slowly. Really man. Like that’s what my own mentors are there for. You know it, it’s hard to build the habit of following one thing through. I thought it would get easier. The more successful I became, it actually gets harder because, uh, I don’t hear good ideas and bad ideas anymore. I hear amazing ideas and excellent ideas and I have to decide which one of these things am I going to do right now. Now I have a COO in my, in Two-Brain. I have a GM in my gym. Their job is to deliver an excellent service through perfect execution of operations. Okay? They have to be operationally excellent. They have to take the policies and the processes that I’ve put in place and make sure that they’re followed to a 10 out of 10 when we change something like that, their input is invaluable because they’re going to say, well, how am I going to do this?

Chris Cooper:                        32:53                       How am I going to affect this change? How will this affect everything else that we do? And so one of the key benefits to having an operations manager, GM in your gym, whatever, is that they have to think through. Can I still deliver an excellent service? If we make this change and their job is to ask you that question too. It’s like your liver has a voice and the voices saying, Corey, if you take this protein supplement and bcas, am I going to be able to use both of those or am I just going to process break down most of those? All right, your GM is, is the left hand side of your brain for your creativity. This is a very common issue for entrepreneurs and that’s why I wanted to talk to you guys about how important it is to build a measuring stick for all of your ideas.

Chris Cooper:                        33:36                       Prioritize which ideas you work on, a objectively, measure the results. Also how critical it is to one thing at a time. So you’re not like blinded by 50 different things. I know that in Two-Brain we are certainly guilty of giving you too many amazing ideas at once. Every single day, One of us gets on here at two o’clock eastern runs a seminar, talks about hybrid memberships, selling nutrition in your gym, uh, finishing up the sales process, training your coaches, Facebook marketing, and you go away from these things and you’re probably more paralyzed than ever before. It was certainly true when I ran seminars and the reason that I stopped doing weekend seminars was because people would just listen for eight hours and take zero action. They’d be so paralyzed. The reason that we’re a mentorship program is so that when you feel overwhelmed or you notice that you’re taking less action than you did last week, that you say to your mentor, I need to decide more and more.

Chris Cooper:                        34:29                       Our job as mentors is to be filters, not idea machines, not you know, curators of possibilities, but filters that help you decide and stay focused. That’s exactly what I leaned on my mentors to do. They don’t give me ideas. They tell me to calm down. They tell me to look at the path instead of the hedge. They tell me that’s a shiny object, Chris. And they say, let’s put that on the back burner. Until December. So if you’re struggling with making up your mind, if you’re struggling to maintain focus, if you’re struggling to get traction, if you’ve spent one single day veering off the path, I want you to email or text your mentor and say, I need some help straightening this out. They are going to help by saying, this is your path. You don’t have to avoid this forever. You don’t have to stress about possibly for getting this great idea. All we have to do is wait and you can’t do everything, but you can do anything. So guys, I hope that helps. This is here for encouragement. Thanks for paying attention.


Thanks for Listening!

To share your thoughts:


To help out the show:

  • Leave an honest review on iTunes. Your ratings and reviews really help and I read each one.
  • Subscribe on iTunes.
TwoBrain Marketing Episode 2: Jeff Jucha

TwoBrain Marketing Episode 2: Jeff Jucha

 Two Brain Marketing Episode 2: Jeff Jucha


Today we are joined by Jeff Jucha, owner of West Little Rock CrossFit. Jeff is an amazing CrossFit owner and contributor to the Two Brain family. After suffering from a life changing car accident in 2004, Jeff changed his life and began eating healthier and working out on a regular basis. This shift in mindset has allowed Jeff to develop a tremendous CrossFit business where he prides himself on helping others make meaningful change in their lives. Today we learn about Jeff’s start with CrossFit, his gym in Arkansas, and how Two Brain has impacted the growth of 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!


Contact Jeff:







1:00 – Introduction to Jeff Jucha

4:05 – The humble beginnings of starting a CrossFit gym in a garage

10:43 – Signing up with Two Brain and bringing change to the gym.

13:04 – How has Two Brain changed your gym since joining?

17:48 – Selling more than just a workout at CrossFit

23:01 – The difficulty of wearing all the hats within your business

25:05 – The Two Brain philosophy for using paid ads

33:18 – How mentorship helped Jeff build his business and led him to success

36:35 – How to contact Jeff

 Announcer:                            00:02                       Welcome everyone to TwoBrain radio. It is our mission at TwoBrain 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.

Mateo Lopez:                        00:26                       Welcome to The TwoBrain Marketing podcast. I’m your host Teo Lopez. This is our first time using these fancy mics and these fancy headphones. But for those new who are tuning in, I’m one of the digital market mentors at TwoBrain Business. Thanks for listening. This is our weekly dose of digital marketing magic. Every week we’re going to go over marketing campaign strategies, useful tips and updates to keep you in the loop on the ever changing landscape of advertising on the Internet for Your Business. And we just want to make sure you stay ahead of the curve so your business can continue to grow. And today we’ve got a special guest, Jeff Jucha over, uh, over in West Little Rock, Arkansas, or Kansas.

Mateo Lopez:                        01:09                       All right. I know Kansas is Kansas, Arkansas, Arkansas. We spell it funny and then, uh, yeah, so we’re going to learn a little bit more about Jeff, his gym and kind of how it’s changed since working with, TwoBrain and, and, uh, using some of the strategies we’ve, we teach. So Jeff, who are you, where are you from? What’s Your Biz? I already said it all. I already said West Little Rock rock CrossFit, but yeah. How, how long have you guys been open?

Jeff Jucha:                               01:38                       So we’ve been open since May of 2012. Uh, if you, that we’ve been affiliated since actually April 30th of 2012 and before that actually was doing cross fit out of a, a Globo gym that I was the manager of, which was interesting time because people would go tell me they were going to go complain to the manager, but I was the manager. Oh. Like they’d be like, I’m going to go. And I’m like, okay. And then I go run upstairs and get behind the desk. Like, what was your role? You can play the again. Uh, so yeah, that didn’t last very long. Uh, sort out in my garage at January, affiliated in April. Uh, so coming up at a, this may will be seven years.

Mateo Lopez:                        02:15                       Wait, what were they complaining about that you are slamming? Slamming barbells?

Jeff Jucha:                               02:19                       No, that I would take all the barbells and uh, cause I mean it’s a 20,000 square foot gym. So naturally it has like three barbells and um, yeah we would take them, cause we had to do stuff. I brought my own bumper plates, which were like, I don’t know if you remember, they were like the right multicolored ones that had like nothing on, like they didn’t, you’d have the weights on them. You just had to guess kind of. Yeah. So like I brought my own, would put them on a truck and bring them in every time like 11 o’clock, just turn out to be a bunch of dudes and like two girls at one point. It just working out like three times a week doing CrossFit. And uh, you know, we thought we thought like doing tire flips was CrossFit. So we had like, of course anyone want to give us a tire, you couldn’t fit it in the door. It was a cluster

Mateo Lopez:                        03:02                       you were running across a class in a Globo gym?

Jeff Jucha:                               03:05                       Yeah, pretty much. They wouldn’t, uh, the owner wouldn’t want me to call it that. That’s what you had done? Yeah, I mean, I had a background in athletics and training swimmers and training runners and I just, I looked at this, I saw it first time you ever did it, a guy came in memorial day weekend, did Murph by himself and I saw him doing pull ups and push ups and squats with no weight. And I was like, oh, he’s this guy. He’s like wasting these squats with no barbell. And um, he was warming up, so I was like, Hey, what are you doing? He had a crossfit shirt and uh, I jumped in with him. It did it. Yeah, I was about 185 pounds and like no body fat and yeah, that, that was a, I did it for about an hour and a half and I took a nap and then I woke up and finish the workout. So it took me almost two hours to do it. Yeah.

Mateo Lopez:                        03:48                       Oh my gosh.

Jeff Jucha:                               03:50                       Yeah. So my first, my first WOD was Murph and then I was like, well that was, that was terrible and I felt like dying. So naturally I got to do that again. Yeah. And here we are. So yeah, we moved from there to my garage and then eventually to our current facility.

Mateo Lopez:                        04:03                       Tell me a little bit about, cause I never experienced that, but starting in the garage and leveling, leveling out, how did you first get your, your first group of no, cause there are some people still, you know, trying to get involved and starting in their garage. Start a personal training business is out of the garage. How did you get started from in your garage? How do you get your first few clients and then how did you decide to make the shift and an upgrade to a, to an actual space?

Jeff Jucha:                               04:28                       Yeah, so when I started I was already at a gym here and it was like, it was a change am I was already the manager I had worked from, I’d worked there for almost four and a half, five years from cleaning equipment to selling memberships to personal training. So eventually being the staff manager and in running the majority of it up until the point where they moved, which was like closed down and open up to different name. And you know, I already had, I was lucky I already had like a good base of personal training clients and as many people know, like that’s a higher ticket thing that I grew into membership. So I was able to sustain myself with my personal training clients and I had just started taking them to my garage as soon as it looked like that place wasn’t gonna be around much longer.

Jeff Jucha:                               05:10                       And so my garage, it was very, very minimal. I didn’t even have, like Matt said, I think I like put down some cheap, astro turf from Home Depot because you know, it made it look like a field and uh, which really backfired because my dogs are good in there and left the turds. Yeah. So the turf only lasted like a couple of weeks and it was like, that’s not sanitary. So I took that out. But you know, just to have some Kettlebells, dumbbells, I eventually would add a bar. Bell had my bumper plates for a while. You’re just doing like ground to overheads and farmer carries with them cause they didn’t have ours. And um, so I took my personal training clients there through the day ahead about five clients and three that I could sustain my income pretty well. And I, I basically offloaded all my hours at the gym outside of management stuff to everyone else and I kind of locked myself in, you know, my Home Office whenever I wasn’t turning a client and I just made myself write out a business plan for a CrossFit gym and go into the garage is if I could go back and start all over again, I’d go right back to the garage because it’s the lowest overhead I was already.

Jeff Jucha:                               06:12                       I already had a mortgage and they’ll lower your overhead. The more staying power that you have in the more craziness that you can deal with the more ups and downs. So that was how I kind of got started into it. I just took my PT clients into there. And then in the mornings I started, uh, having a morning class and an evening class around five 30. And I let people come in. It was free to start off with like, Hey, let me teach you some stuff. Friends, families, neighbors, anybody who kind of gets reversed. And it just taught CrossFit stuff. And we worked out as a group in the morning and the evening. And thankfully I had a really long driveway cause that, that exploded over the course of about two and a half months. And we had the cops called on us a few times from making noise.

Mateo Lopez:                        06:55                       Oh Wow. So you just got friends of friends and people referred and that was it.

Jeff Jucha:                               06:59                       Yeah, it was. It was all, it was all word of mouth. I think I, I had a Facebook page, but I think I maybe got on it twice. But it was, it was really word of mouth. And people come in and liking it and enjoying it and then just bringing their friends. And it’s, it’s really what a lot of the TwoBrain stuff is with affinity. You know, people having their, their social circle that they’re, they’re close with and they’re like, I want to bring this person to experience what I’ve experienced. And that’s really how we started. And then we moved to here after about almost four months. It was a lot of people is a really hot day. I had a two car garage, not big enough to sustain all the people we had at this point.

Jeff Jucha:                               07:35                       I think it had like four barbells and they’re all out in the driveway. And you had, it was on a hill so you had to like put plates center to stop and rolling. Yeah. Right. I probably should have had some better insurance back then. Yeah, two girls came in and it was interesting how it like happened. I wish I could find them and thank them. I got to look him up on Facebook and they came in and they had gone to work that day, came by to work out in the evening with us and they didn’t have like all their stuff with them to like change and get, you know, done up or or get done down, kind of get out of work clothes and stuff. And uh, it didn’t have like their, their makeup or lotion or anything or a deodorant was the key factor that was missing here.

Jeff Jucha:                               08:17                       It was a really hot, it was a small garage and it smelled cause they’re, cause everyone’s just sweating really bad and it was like, Woo, what are you guys and uh, my name is Katie and it came right up me was like, well we are not, it was us. We forgot. But this is a great point. If she was a business development advisor, which is interesting, he’s like, we are not coming back here until you make this a real thing. So like find a real place and make a real gym. And that was kind of the boost that I needed. You know, I didn’t believe as much as myself back then. And so to have someone else tell you and they kind of, they’re a business development person, this is what they do. And they’re like, you’re a good enough go do left that weekend, drove around everywhere and found this place that I’m at now.

Jeff Jucha:                               08:59                       And uh, I got leased it out. I convinced the guy to do, I was 22 so they didn’t have any credit and I didn’t have any like business history and I was like, yeah, I want to put a gym in this big building that you have for storage and like you had horses in or whatever. And uh, and he’s like a really nice guy that just had property, had a building, it’s not a commercial landlord guy. And then he was like really opposed to it at first and I just stayed on him like all weekend long. I started calling him Thursday, I met him Friday called him Friday evening, called him Saturday morning and evening. And I finally convinced him to do it for me and he would charge me one third of the payment on our first month, two thirds on the second month, and then full payment on the third month.

Jeff Jucha:                               09:39                       And My promise to him and was like, look, I’ll know in three months if this is gonna work or not and you’re not out anything, I’ll clean up your building and everything. And then from there, you know, put me on the lease because it’ll take me three months to figure it out. But I’ll, I’ll, I don’t really know to tell you other than I’ll make it happen and I’m here in front of you, so trust me, I’ll make it happen. You know, he liked that I was like a young guy, I guess I reminded him of himself a little bit and he was like, yeah, I’ll give this kid a shot. And it’s been great ever since. We haven’t had to move and we’re looking at hopefully behind the property soon. So it just kinda comes down to numbers. But I think that’s the whole story.

Mateo Lopez:                        10:11                       That’s amazing. And it’s amazing because you actually got your first taste of business mentorship there to that lunch, that client of yours, basically you need to do this and this is how you need to do this or else or else basically

Jeff Jucha:                               10:25                       the, the key was a action. Yeah, just I would daydream and get in the clouds and, and I would talk about like what I would do if I had like a big gym and how it’d be different and like it was just daydreaming. So you know, dream in the clouds but work in the dirt. Right. So he was like, go work in the dirt.

Mateo Lopez:                        10:41                       And when, when did you decide to sign up with TwoBrain and actual pre and pursue some more, uh, more business mentorship. Really?

Mateo Lopez:                        10:49                       Yeah. Uh, I think I signed up at the, I signed up at the end of 2016 and I think my first phone call was actually with Chris and I had gotten to, I had really gone through some ups and downs in my personal life and you know, it really, I’d kind of fallen into like this depression state and I wasn’t familiar with it. It was, it was really new to me and it was just the fact thing that business in a really negative way. And I just, I wasn’t operating at the level that I was when I started it and grew it. And for a while we just kind of, we stayed really stagnant and then, you know, I kind of got myself out of a funk a little bit and started listening to like TwoBrain podcast and like how to like get yourself out of this and you know, talking to people and getting outside of my own head got some of that energy back.

Jeff Jucha:                               11:36                       And over the course of about four months or so, grew the gym a good bit, grew the feelings of, of goodness in here and friendship and connectedness and everything felt really good for a little bit. And like I kind of had the spark and at the time, but things are going really bad. I actually, you know, to to I have a really vulnerable and you know, to not play it down anyway. I didn’t even have a home. I was sleeping at the gym and like lost a whole Lotta everything that my life looked like at that time. And so of course of about a year was that, and I was thinking the gym for a year, but like for a few months I was, and over the course of a few months got my stuff together. I got a house dog and car like, hey, things are good. And I remember this, uh, the way I think Chris maybe put it one time like I was, things are going well and it’s, I feel like someone’s like up in the clouds with an anvil just waiting to drop it on me.

Jeff Jucha:                               12:27                       Like when something’s gonna go wrong and I’ve been following Chris and stuff since 321Go. I think I’d even met Chris on Facebook back in like the before TwoBrain Day. And so I don’t want this to stop. I don’t want this to keep going and I can’t do the same thing I did before and expect it to be in a different, so I’m just going to call this guy and so call Chris, this is right I think TwoBrain had been around for a little bit like as it’s as it’s a, as it currently is now. And so I didn’t really know what to expect because it was still a little new to me and talked with Chris for like 30 minutes and he just, the best thing was that he listened and he cared about what I wanted and it wasn’t just like here’s how you’ve got to make a whole bunch of money cause that that wasn’t it for me.

Jeff Jucha:                               13:09                       I was like, it’s the whole package. Like it’s going to be a great life. And then what other people have a great life because I was here and he’s like, so this, this got a couple of one time problems. Okay, yeah, we can work on that. Let’s go ahead and start you in the incubator. I was like in,and I scratched up as much money as I could that I could do and have made the payment. Yeah. From there I just started. So that was a few years ago and uh, yeah, that was how we started with TwoBrain.

Mateo Lopez:                        13:32                       Wow, that’s amazing. So now that you’re, you, you, you’ve gone through this evolution and some ups and downs. How has your business changed? I guess pre, I know you said you kind of were in a funk, you got out of it a little bit and that’s when you felt like you could take on this, this new, this new journey with TwoBrain. So how has your business changed since joining?

Jeff Jucha:                               13:55                       Yeah, so I was wearing tons. I was wearing almost every hat when it came to roles in the gym. So I was the, I was the head coach. I would substitute for anyone else who couldn’t coach, which it was kind of a trade for a membership coaching style back then, which doesn’t give you a whole lot of buy in from staff at times. As that led to me subbing a whole lot. Yeah, I was the cleaner, it was the janitor, I was the marketing, I was the sales, I was everything. And since I was so spread apart, I wasn’t really great at any one thing because I couldn’t focus really well and I couldn’t. I couldn’t figure it out what I was good at and where I needed to be in like what role I would be successful. And so it definitely not in the ownership role because I was doing all these other things.

Jeff Jucha:                               14:40                       We’re working in the business and before TwoBrain, I really worked hard to get to where I was level again, but I wasn’t working on a way to sustain that in a way to get out of all of these roles and grow to grow the business so that it could support itself and that staff could support themselves in here as well. So that everything was organized and that I wouldn’t be overworked. So before TwoBrain, you know, I w I wouldn’t even say we were profitable. I say we were breaking even sometimes like a good amount of the time we weren’t. And then we had like a little bouts of, you know, breaking even and then after TwoBrain uh, everything became really sustainable and geared towards, you know, how will this work long term or does this really put us in six months, one year even further down the road.

Jeff Jucha:                               15:24                       And how is that sustainable for you and all of your staff and you know, working on the real problems at hand, which was it’s not I’m, I’m in this position because I didn’t do things right the first time. It was, I’m in this position because I wasn’t ever thinking about how do we stay out of this position? It’s what I’m always working hard. So you and I still work hard every day. I mean, it never stops. I just focused on what I’m good at now and I’m not, you know, I’m not doing all of the, the admin work for example. I’m terrible at that. So we have, uh, a manager, when you look at all these roles now we have people who do our sales and marketing and we have staff members who do that. We have people who do personal training sessions, we have people who do coaching group classes, we have a manager who handles a lot of the backend. And then I’m in the leadership role where it comes to a lot of the support for those actual roles. So then we also have financial as well to help keep track of where are we now, where do we want to be when it comes to further down the road, what are we doing with the income to make sure it’s sustaining this model that works. So beforehand, no model after two brain model model that works. Everyone’s happier.

Mateo Lopez:                        16:34                       And why do you think the, so yeah. And that means I get the transformation. I went through a similar one, but for people listening, you know, so before you were wearing all the hats, you didn’t have a lot of time, you were breaking even. And then after, I guess now you’re saying you, you wear one hat, which is growing the business and developing your staff and your profitable basically now too.

Jeff Jucha:                               16:56                       Yeah. Yeah. The Gym’s profitable. The staff can, I mean they can choose, you know, we want them to work on what’s, what’s going to help them get to their perfect day. And so if they want to have a full time career here at, they’re able to do that. I have two guys now that actually are, if they’re full time here, it’s all they do and they do really well for themselves. They work as much as they like on the things that they like. It’s the same for me. I don’t coach unless I want to. Should I do so I still coach once in a while and I feel like it’s important to know what I’m asking of coaches and what I’m asking a personal trainers too. So I kind of stay in that a little bit and I don’t, I don’t let myself get too far removed to where we lose like that empathy, um, and that ability to connect with each other. But you know, at this point it’s now I work almost purely on CEO stuff and you know, supporting everyone else and mentoring the staff so that they can, you can so that they can build the best experience in their perfect day here with us.

Mateo Lopez:                        17:48                       Shifting gears a little bit because now you have this, uh, this well oiled machine, this business that’s running itself. In your words, what, what would you say? What is it? What is it that you sell and how do you sell it?

Jeff Jucha:                               18:00                       So we sell, you know, our values are if you see them on our, or gym’s logo, which is getting redesigned, like this is our old one, like real workouts for a results that’s from like 2012 and it’s grown over the years that it’s not about working out anymore. Like what we sell it, we call it sweat, small repeat, which is you’re going to come in, you’re going to have a great workout, but you’re really going to enjoy it and you’re going to repeat it because like you have the accountability of all of your peers in the group class. You have the coaches as well and you have people doing it professionally. So sweat smaller repeats. How we kind of package that can we look at it as staff. But our goal is to sell you the is we sell a transformation to living a better life through health and exercise and I have a whole lot of fun doing it. That’s it.

Mateo Lopez:                        18:47                       How do you market this to people?

Jeff Jucha:                               18:49                       So when we look at with marketing or do you mean as how on how we like put it in like our our texts and our website or like how do we bring people into the gym?

Mateo Lopez:                        19:00                       Both. I want to hear about those things.

Jeff Jucha:                               19:02                       Got It. So with, with the website, with our social media, all of our blog posts, with our videos, the key is consistency. Like almost everything else. It’s, we consistently make sure that our values are really clear. And like even in our update show podcast that we do, we’ve been doing it for the open, giving it to our members. That’s been really popular, really fun. We have a TV in the background as a picture of uh, one of our younger coaches and he’s like giving a fist bump to one of our members and she’s like 66 and was just like completely change their life and they’re both smiling and they’re both having a great time. That’s important. And then grab a little bit, we have our logo, but underneath it and really big white and red, we say sweat, smile, repeat and smiles emphasized. That’s important when you look at our competitions and any materials we release.

Jeff Jucha:                               19:49                       We talked about if you want to come have a great day, but a lot of memories with people that you care about doing the sport that you love, this is a competition for you. Like we say it like that, that we don’t say come over podium with a whole bunch of cash. Right? So when you look at the rest of it, we pushed that people are here having fun, people are engaging, other people, people are smiling. So it’s kind of the, the out. It’s the opposite of what you see in a regular gym. And that’s what we want to have more of. So that’s what we push out to people as well. We want to push out what we wanted to bring in and that’s the sweat, smell, repeat philosophy that we have. So when it comes to messaging, that’s what we do when it comes to marketing and onboarding people.

Jeff Jucha:                               20:29                       We used to do what a lot of crossfits did, which is, you know, come try free class. And then we kind of grew out of that a little bit and coached into a couple of, do a foundations group class. It starts at these times on these days you got to make it and if he can’t, well I guess we lose you as a client. So it was kind of how that worked. And now, especially since TwoBrain, we do, all of our onramping has done one on one and we give people, you know, what’s best for them. First is we sit and talk to you. What’s important to you, why is that important? And we back build a plan to get you there. And based off of what we’ve learned and gotten your, your history, uh, learned a lot about you, then we recommend where we would start.

Jeff Jucha:                               21:08                       So we go one on one with everybody almost every time. And sometimes it doesn’t even mean group class afterwards, it just means personal training or sometimes it’s just nutrition. Uh, we just do the right thing for that person, the best way to help them. And that’s how we onboard them. So all of our marketing is kind of done on Face book. And nurtureto learn, you know, how we can help you. And then we go from there. So all of our members know from us as coaches and you guys have anybody who’s interested in, here’s a link. There’s actually a, you know, we share a whole lot of stuff too. . And um, we do that through, we’ve done it through Facebook, paid ads before, but still the majority of people that we have come in has been through people who’ve been really happy with us and they want to share what they’ve experienced.

Mateo Lopez:                        21:51                       You mentioned you have some people on your staff who take the lead on, on this process. So let’s say someone sees this messaging, sees all your stuff, this looks like a really fun place to go work out. They find your website, whether it’s through a paid ad or whether a friend told them about it, they inquire what happens.

Jeff Jucha:                               22:07                       Yeah.

Jeff Jucha:                               22:08                       So their information will come to us and as soon as we get their information, we want to have their, their name, their email address and their phone number so we can of course contact him. And if one of those things is wrong, we can try email. If the phone’s wrong with the email doesn’t work, we could try the phone. And we basically go through a lead nurture process, which is just the point is to get them in the door so that we can learn is this a good fit and how can we help you? And that’s it’s, it’s always one step at a time. We don’t have the goal of selling them anything. We don’t have the goal of, you know, giving them a, a whole plan over the phone. The goals like just get in so we can learn about you and a that looks like phone calls. It’s just the same way we learned it to brand marketing, which is to make sure we’re calling them regularly when we get them on the phone. Lord a little bit. Yeah, I think it would be great. We have some time. What would be good for you? We meet them, they come in, they do it and I sweat intro and then from there we learn how we can help them and we recommend the best thing for him and go from there.

Mateo Lopez:                        23:02                       And before when it was just you trying to do all this, what were your results? Like when you, it was just you wearing all the hats and now that you have a dedicated staff member to follow up with people and handle this process, how has that been different?

Jeff Jucha:                               23:19                       Yeah, so when it was just me, I’m sure a lot of people who have been in this place before can identify it was people would walk through your door in the middle of your coaching a class and there’s no one to help and you’re like, I’ll be right with you. And later on if they’re still around, maybe you can go talk to him a little bit. Yeah, come try a class or I know that’s how it started. And then with group Intro we kind of changed it into, someone would come in and I had a clipboard, it’s just a blank sheet of paper, was like, Hey, what comes in? Write their name and their email and I’ll get back to him and like, we’d still miss that stuff. So I’m fine. But now, you know, we have a, we have a process, we have the roles and tasks associated with this stuff and we don’t have to, we don’t have to load up our coaches with this extra work that they may or may not have signed on for.

Jeff Jucha:                               24:05                       They can be great at coaching and they could work great at coaching and the person in charge of lead nurture stuff can’t be great at lead nurture. So it’s pretty much, we’re in a place now to where like our, our gyms at a place, it’s a really great capacity for us and it will take more personal training people on board. But before it was, you know, we may grow a little bit at a time and we’ll lose some and we’ll grow some and lose some gross on. But with having a, an actual, you know, like a well oiled machine and roles and tasks written out, it’s a, we’re at a point now where we, we have everything turned off. We have to keep the ads turned off most of the time cause we don’t, we don’t have that capacity I any further, which has kind of led us to now we’re having another location open up within this month and then we’re planning a third one actually a little bit further away as well to help you know with a bit more capacity here. How can we ever spike keep pushing our mission as sweat, smile, repeat and we got to grow.

Mateo Lopez:                        24:56                       I didn’t know. Yeah.

Jeff Jucha:                               25:00                       Yeah. That’s my bright spots bro.

Jeff Jucha:                               25:05                       That’s amazing man. Congrats. I’m excited for you. So tell me a little bit about that. Using paid ads in your experience using some of the strategies we teach in in the marketing section of the incubator program, what was your experience and maybe tell us some of the other things you use paid ads for that maybe some people might not think right away to use them for.

Jeff Jucha:                               25:25                       Yeah, so when we went through it was a, it was your job actually walking me through everything. I really enjoyed the process. I love learning new stuff at any point. Like even if it’s about something I don’t have a ton of interest in, that’s new to me. I’m interested. So I got to learn a whole bunch. I was really interested in the content. The videos were all great and the best part was they’re all short and I could get off of a lesson and go set something up and I could like test it. Um, so when we started doing, I got through the incubator course for two brain marketing, set my ads up. You helped me out a little bit. I think we had like a issue with audiences. It was really a Facebook issue and there’s no way I could have fixed that. But she like made a call cause like they’ll talk to, you know, big money Mateo and he had it fixed really fast.

Jeff Jucha:                               26:10                       And the most important thing that, that I don’t think I was prepared for was the amount of people who were actually interested in what we were putting up. And we got a whole lot of leads. And I was overwhelmed because at the time it was just me. And that was where we started getting to. Okay. I remember when they talked about roles and tasks, you should have someone do this stuff about two weeks into having to ask, turned on with you guys. I realized how just how important that was because I didn’t have enough time in the day to make the calls and I’ll sit down at have time today in the day to answer the calls too. So having someone dedicated to be at the phone to be able to pick up, to be able to call, to be able to actually do something with the influx of interest and people who want your service as was really important.

Jeff Jucha:                               26:53                       So you gotta you Kinda gotta be ready for that. And I didn’t really prepare for it the best right away, but it got me to move and prepare really well, uh, as I was starting in that first month. So that was my first experience with paid ads. And I think our ad cost was, you know, per lead. It was somewhere around like six or $7 per lead. And you know, if we’d get them in the door, it’s almost, it’s basically like, here’s how we can help you. It’s not a pushy sales process. So if they came in the door most of the time they signed up. So it was a very huge return on investment.

Mateo Lopez:                        27:27                       And something you did that I thought was amazing was you took some of the, some of the strategies and some of the, some of the templates and you started to sell out some of your competitions. Tell me a little bit about that.

Jeff Jucha:                               27:39                       Yeah, so I’ve run competitions since 2012 like, you know, we started in April and I saw like one competition here in the Capitol city and I was like, oh, this is awesome. We’re doing one at no idea what I was doing. I was like, we’re just going to do one cause I said so and we did in December and since it had been running them and it always did. Uh, it had always been a a process of, hey announced, we’re going to announce, we’re going to run it. Like, hey remember we’re going to run it on this day and then wait for people to sign up. Kind of give him a link to sign up and hope that people spread it. And then basically like a few people will sign up over the course of however much time you gave for them to do. So maybe like a month or no, a few, even worse a few weeks.

Jeff Jucha:                               28:25                       And then all towards the very last cutoff date. Like we got an order shirts by this day for everybody. So it’s our cutoff day. Everybody would sign up and it’s that can, that can be stressful. So I was thinking, you know, we have teams of four and some competitions we’ve had in the past, we’ve had teams of two and I always had emails from people who signed up, like just the team captains. So if we had 20 teams of four the athletes, we still only had 20 email addresses and I didn’t even think to use email marketing to them at that point. But once I had gone through the TwoBrain marketing incubator, it’s like, you know, it’s really important to market to the right person and the person most likely to sign up with us again and also most likely to like come here and have a great time and like our competitions, which is about having a great time with your friends or people who have come here and already done that.

Jeff Jucha:                               29:15                       So I marketed the first one I set up a little funnel and I like, I honestly just copied the exact like challenge funnel that you guys taught me and I changed the color and I put a different video in and I think like at the bottom it’s still said like six week women’s challenge for my competition. So like that was, that was just how simple it was. And I sent out an email to all of our past athletes I had in our mail chimp list. Hey, we’re going to be running this and go to this page and I set it up to where they can just sign up on that page and that’s this way that it had to give me every email address for their team. And so if you have a team of four, and I think that time that we did it, we have like 30 I think we had like 32 teams sign up and it for athletes were like 120 plus people had a great competition and it was definitely sold out.

Jeff Jucha:                               30:00                       Having something nice to send them to that collected all their information was great. The backend of that on the backside of that page was once they put their information in, they went into an email automation of here’s some things to bring for your of it to make sure you have a great time, here’s the link to change your athletes out if you need to stop anything. And it was just keeping contact with them. And I think having that contact really kept them in the know and kept them on track with or we kept in front of them really well and they would tell their friends about it. So we also send out like workout video demonstrations, which we shot on an iPhone with me and another member. There were very basic things but they went along way. So that first one worked really well. The second one we’ve got a bit even more clever about it and we went to, here’s the page you can’t sign up yet, but if you want to know the WODs and be the first to know, good, put your info in here and then we can work with it directly to that person again, along with the, you know, 120 plus people that came last time and you think about oil only takes one person to put together a team.

Jeff Jucha:                               31:04                       So out of 120 people, I only need to have a fourth of them actually be interested in this. So it went out to them, it went up to the people who were interested. And then once we open the gates where people to register for sold out and so we opened up another heat and then that filled out. We continue this process where you do the exact same way. We just had our Valentine’s Day competition and we had 42 teams and that one and that was we sold out like 72 hours. It’s all down another heat. We opened it up another heat again, sold that heat out and then it’s just like with the paid ads that we do at crossfit or in crossfit and Facebook are going to have to turn them off. What we’ve done in here is, you know we did pay to have done at first, but afterwards we just start straight to email and stuck to our list of returning athletes and we are at cost is basically zero now, but I still use the same system that TwoBrain marketing taught. I just use it email instead of actually putting it on Facebook.

Mateo Lopez:                        31:58                       I love that. Yeah. You’ve built up a large enough audience that now you’re just able to have a big enough pool so when you’re ready to reengage them with this offer that you have. I Dunno how often, once a quarter or whatever, I don’t know what you, yes.

Jeff Jucha:                               32:11                       So we, we did do them once per quarter. They’ve gotten fairly big and they’re, they’re bigger operations now that my staff run. I actually competed in our last one, so I don’t, I didn’t do any of it, but I taught them over the two competitions what to do. It’s like, here’s how to run it here. You’re going to run about half of it and I’m going to help you. And then like, you guys are fully running this one. Oh by the way, I just registered so I can’t help you anymore. So like there was, it was like, you know, if you want to take the island, burn your boats. So I was like, okay, I literally can’t do anything because it’s a conflict of interest. I’m a competitor. And um, yeah. So it just step by step grouped into that place. But yeah, definitely having a big pool. And taking advantage of people who have already experienced your service. I mean, we weren’t, I stopped marketing to just anybody who would look and just like, Hey, you like our gym. You liked the experience you had last time. Why don’t you come do the next one? And it works so much better. It’s just like our Facebook ads. We usually, we’ve got a little more open for a little bit and then turn them off.

Mateo Lopez:                        33:07                       I love that. Yeah. It’s really just getting a repeat buyer from someone who’s already, who’s already engaged, like you said with your service is, is definitely an easier sell than going to a stranger. So that’s amazing. So you’ve gone through this journey you’ve experienced a lot in, in a short amount of time, you know, starting from the gym, getting the new gym or starting from your garage, getting the new space, going through a funk, getting out of it, growing even more with some of the paid advertising strategies. And now getting to this point where you’re opening new new facilities and potentially, uh, you know, becoming a TwoBrain mentor yourself, what do you think has been the key to your success so far?

Jeff Jucha:                               33:48                       Cause if you track it back to the garage, I mean I could even track it back further to when I was training clients in the Globo Gym. I don’t think that I would have, I don’t think I would have taken advantage of that little spark of entrepreneurial ism had I not had people with a voice. You can do it. And from there it was a voice of go do it with my garage. And um, from there it was, you can keep doing this and you can do it better. Let me show you how, and it was the like the, let me show you how and being held accountable and having somebody to bounce ideas off of and for them to take, you know, your five big ideas and go like, let’s leave those for, for another time. But this one right here is going to put you in a much better position.

Jeff Jucha:                               34:31                       It just even a month in a two months, in three months if you will, if you will. Only work on this one instead of spreading yourself thin. So mentorship was the the key shift there and you know following the right people and surrounding yourself with the right people. So it’s kind of you think back to the whole, ” you’re the sum of five people that you surround yourself with” and something I’ve, I’ve kind of talked with other professionals about and I’m in for some other professionals of red here is when they were setting their rates and setting their prices and they come in and most most of the time, just like how I originally thought I was going to set my prices, what’s everyone else charging? Let’s do five bucks less, which was not the way to go because like they have their own model and you go from my model and that has nothing to do with what I want in my life.

Jeff Jucha:                               35:17                       So going with the whole approach of surround yourself with five, look at also like who are you following in business as well? Who are you getting your ideas from? Who are you bouncing ideas off of and if you’re just following other gyms on Facebook, it’s a little that’s quite a bit different than following some of the best business owners and some of the, some of the most entrepreneurs and authors and systems people or around and also people who just have a really good touch on what it’s like to run a gym and to do it successfully and sustainably. So I made sure after, I think after my first call with Chris, I’m no, I’m no longer gonna follow, follow gyms that I think look impressive or have great athletes for that reason. Like I might, I may follow athletes on Instagram, but I want to follow the gyms who have been around for a long time. It had been really successful, have changed a lot of lives. And or I mean like do you think about like the last post of 10 year affiliates? Like I’m following a lot of those guys now. Did they like where do I want to be? What’s my perfect day look like? It’s, it’s, I want to be more like these things. So I surround myself with those and uh, that started with mentorship.

Mateo Lopez:                        36:24                       Amazing. Yeah. I think that’s really the key. One of the key differences about the incubator and TwoBrain is the mentorship piece. I think that’s the really unique part about what we do. So Jeff, thanks for hopping on today. If people want to talk to you more, where can they find you? No one wants to sign up for this amazing competition.

Mateo Lopez:                        36:45                       So they all have to hop a flight on a Bald Eagle. Look down here to Little rock, Arkansas because that’s uh, our airport is, you know, it’s got purchase instead of implanting runways or you can send me a message via carrier pigeon. No, actually you can just email me can also, um, you can also always go to our website as well. Check out anything we have. We have a blog. I’m really big on publishing content. Our Instagram’s got plenty. Our Facebook is done there. Reach us through those two and a on our website blog. We’ve got over a thousand posts with all kinds of stuff on there. It’s really helpful for gym owners to which you can always just reach out to me and I’m happy to talk.

Mateo Lopez:                        37:23                       We might have you on again just to talk about content marketing and how you do that. Oh, man. Yeah. All right man. Well, thanks so much and uh, talk to you later.

Mateo Lopez:                        37:33                       See you guys. 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 and 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!

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

Thanks for Listening!

To share your thoughts:


To help out the show:

  • Leave an honest review on iTunes. Your ratings and reviews really help and I read each one.
  • Subscribe on iTunes.
Episode 160: Leadership Lessons With Chris Cooper

Episode 160: Leadership Lessons With Chris Cooper

Episode 160: Top Leadership Lessons of 2019


The other day I was outside clearing some snow from the trails when I was reflecting upon the last year and some of the leadership lessons that I have learned. Over the past couple of years, Two Brain has gone from 20 or so gyms to now over 500! This is really exciting and has required a level up in leadership skills to tackle new challenges.  I think more so than anything, Two Brain is here to train leaders and level up entrepreneurs and that is why I want to talk about the 5 key leadership lessons I have learned over the past year. 


Be on the lookout for my new book coming out in just a few weeks: Founder Farmer, Tinker Thief!


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!


Top Five Leadership Lessons:


  1. Creating Clarity in operating procedures
  2. The importance of communication with your staff
  3. Asking for help is critical
  4. Building a moat around your business
  5. Leading from the front

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

Greg Strauch:                        00:29                       on this episode. You guys get to hear, Chris Cooper talk about the top leadership lessons he learned in 2018 . He’s reflecting on the past year of 2018, withTwoBrain. We’ve been growing more than ever and he talks about the five leadership lessons that he’s learned throughout this process to make him more of an effective leader. Enjoy the episode.

Chris:                                         00:53                       Hey everyone. Chris Cooper here and really thrilled to see you this year in June in Chicago at the 2019 TwoBrain summit. Every year we have two separate speaking tracks: 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, get them to tinker phase, help them be more successful, create meaningful careers of their coaches and give their clients a meaningful path to longterm health.

Chris:                                         01:54                       We only do one big seminar every year and that’s the TwoBrain summit and the reason that we do that is because a big part of the benefit is getting the TwoBrain 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 TwoBrain 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.

Chris:                                         02:17                       Hey guys, it is super exciting for me to be here today and I actually had a different topic planned. Um, but yesterday when I was out snowshoeing around in our back field, packing down trails and you know, trying to get my trails back after another three feet of snow. Um, I was listening to his new book that I really loved by John Maxwell called “Leadershift”, and I really wanted to share some of that stuff with you guys. And so I started thinking about like the last year for me and, um, the leadership lessons that I’ve had to learn. So we’ll get into that. Um, what I’d love to do is just give you a little bit of context on, um, like what I’ve been challenged with over the last, and if, you know, there’s some mentors listening, they’re well familiar with this, but what’s basically happened with TwoBrain, and you guys have seen this from the inside, is we went from 20 gyms three years ago to over 500 now. And that’s meant that the company has leveled up. You know, and that’s my, that I’ve had to level up my leadership skills. But stuff that I learned in the gym one-on-one has certainly been helpful, you know, as formed a basis for all this stuff. But it wasn’t enough.

Chris:                                         03:25                       And so most of you guys know that I have some, some big, well known mentors like Dan Martell. And now my mentor is Marcy Swenson and all we talk about for $1,400 an hour is leadership. And every call, what I do is I bring a certain scenario to her and we’ll walk through it. And I’m usually taking notes so quickly that I have like a script almost by the end. And these aren’t always things that I have to tell my staff. Sometimes it’s like, well how can I make this better for the client? Or how can we make sure that we improve this next time? That kind of thing. Um, so that has really been super valuable to me and I’ve been sharing a lot of that stuff with the mentors. But I want to share it with you guys, especially with so many of you reaching the tinker phase so quickly.

Chris:                                         04:12                       I’m really, really proud of that and I’m going to be talking more to you guys about leadership, but I think this is stuff that everybody can learn. So why now? Well, the main thing is that when I published the article “why your rules don’t work” this week, I started getting a lot of questions and I’m always surprised when I publish something that seems so obvious that so many people you know want to argue about it or like just don’t understand it. And I think I’m preaching to the choir here because most of you guys understand now like why you need roles and tasks and why you need a staff playbook. And why consistency is more important than everything else. Right? Like you guys get it, but not everybody does. And so when I write these articles, that feedback that I usually get is misunderstanding. And most of the time the problems that they’re having are not that they don’t have the rules.

Chris:                                         05:03                       It’s a problem of leadership. And I think what we’re actually building here are leaders. I think that one of the best reasons anybody can open a business or become an entrepreneur is to learn crazy valuable leadership lessons that they’ll carry the rest of their lives. Whether they open five more businesses, whether they take a business from, you know, me and Danny and Jay to crazy smart people around the world. Um, you know, these are, these are lessons that you’ll always have. And so I want to talk more about these leadership lessons too. So I’m not going to spend a million years introducing this. I just want you guys to know like why this is coming up so much right now. The other thing too is my new book is coming out in about four weeks: “Founder, farmer, tinker, thief.” And the book is really about filters.

Chris:                                         05:51                       So, you know, there’s so much out there right now about entrepreneurship and leadership and you know, popular speakers have made entrepreneurship and leadership cool. But there’s almost so much that it’s hard to know what to apply and when and it’s all well meaning, right? Like, you know, I just, I just listened to “can’t hurt me” by David Goggins and probably five of you told me that I needed to read this book and for the first two hours of listening to it, I was in trance. It was awesome. And this, the story is great, but now five hours in, I’m saying, is he going to say anything new? Like, do I have to finish this book to, can I move on to something else? And what I want to do for you guys is be that filter. And, none of us can read every single book that’s out there.

Chris:                                         06:35                       Not Anymore. None of us can take that stuff and filter it or distill it. And we all want to read more, but we don’t have time. And so what I want to do for you guys is like continue to take these best lessons and teach them to you in the context of gym Ownership. So thanks for letting me do that. The very first one that I want to go through with you guys is clarity. So whenever you run into a problem in the gym, if somebody doesn’t do what you expected them to, either good or bad or somebody didn’t live up to your expectations or somebody didn’t complete a task, the first thing that you have to ask yourself is did they know exactly what to do? Now, the reason that we address that so early in the incubator is because these mistakes get really, really, really expensive when you’re focused on growth for a couple reasons.

Chris:                                         07:24                       Number one, if you’re bringing new clients in, you know, you’re using to brand marketing and like, wow, 20 new people came through the door this month, but nobody’s emptying the garbages in, in your restroom. Then those, that mistake becomes super expensive because their first impression is not good. If, um, let’s say that you’re bringing 20 new people in and you don’t have reliable coaches who are going to greet these people and care for them and embrace them. And so you have to get sucked in to coach every class to make sure that these new people have the best experience. That has a very, very expensive mistake because you could be doing other things. You could be focused more on sales, marketing, whatever. Right? So the first thing I want you to have is I want you to have the understanding that if somebody doesn’t do what you want them to do, it’s very rarely out of spite.

Chris:                                         08:16                       It’s not because they’re trying to screw you. It’s not because they’re asserting their authority. You know, they’re not your teenager, the reason that they’re doing something wrong, it’s because they don’t know the right answer. And it’s our job to tell them the right answer. Just as we tell our clients, here’s how to squat, you have to show your staff, here is how you empty the wastebasket. You have to show them as many ways as it takes. And one of the questions that I got this week was like, when should we give up on a staff member if they’re not just, if they’re just not doing the job. And there are actually four steps that I go through. The first is I ask myself, how have I clearly told them what to do? Do they have like a written document or a video or something that shows them what perfect looks like?

Chris:                                         09:04                       The second thing is, have I given them context? Have I given them an emotional reason to succeed? So do they understand how a client’s day can be ruined if they get in the shower and the shower is filthy from the guy before them? The third thing I do is I ask, does the staff person understand the consequences of not doing a good job? You know, do they know why it’s important and do they do they know that I’ll fire them if they’re not doing a good job? And the fourth step is would this person be happier as a client? So when I’m, when I’m going through a situation where I’m not really sure why somebody is not doing, you know, the thing that I think they should be doing first, I assume that I haven’t told them clearly enough. Second, I assume that I haven’t given them a good enough reason to do it that way.

Chris:                                         09:52                       Third, I assume that they don’t understand the consequences and fourth, I move on. Okay. So in your gym, these look like writing down your mission, writing down your vision for success, recording what your values are and sharing them with your staff. It means having recorded standard operating procedures. It means regularly communicating all of those things. Even when you think, like Dave Henry said this morning, even when you think they get it, they know this what I’ve told them before, why aren’t they doing it? You have to revisit those standard operating procedures at least every year, you know, and that was a great post that he made. So you also have to ask yourself, what don’t I know? For example, if a client is routine or a staff person is routinely showing up late for, um, you know, to teach a class or whatever and you’ve been over them and they use it, they say, yeah, I know.

Chris:                                         10:44                       I know I have to get here before you take drastic action and cut them out of your life. You have to ask yourself, what don’t I know about their life? And this is a very important lesson taught to me by Josh Price, who is like our vision, mission, leadership guru who I turn to to all the time when I’m struggling with these things is first ask yourself, what don’t I know about the situation? And what this all leads to you guys have picked it up is you need to sit down with people regularly, talk to them, show them the way, okay?Show them your vision for their career. Show them the horizon, showed them the steps to get there. Make sure that they understand that they’re important to you, all right? And, uh, if they’re making mistakes, assume that they don’t know what to do. So the second thing that I’ve had to learn this year, um, through both lesson and by screwing this up a lot is communication.

Chris:                                         11:39                       So the first thing is clarity. The second is communication. And what I was taught when I went to San Francisco and visited Thumbtack was, this: as your company scales up (and Thumbtack went from like two employees to 20 to 200 to 2000. Really, really quickly,) what I learned there was that internal communication usually gets lost. So thumbtack was growing and these guys were eating up market share. They had a couple of big competitors that are producing a ton of media. But like why thumbtack, here’s how easy it is, here’s how reliable we are, here’s how strong our filters are. And um, the problem was that the founder wasn’t talking to his own staff. And so the rule he gave me was super powerful. He said, if you spend five hours a week talking to people outside your company, then you need to spend five hours a week talking to people inside your company.

Chris:                                         12:30                       If you realize as a CEO that like you have to repeat your message over and over on various media before everybody gets it. Then you have to realize that as a leader you have to do the same thing with your people. So at the time he was producing like a podcast to people about hiring and HR. He was writing emails everyday like you know, not as good as love letters that you guys, right, but you know, emails they were shooting, they’re doing a ton on youtube at the time, but none of that was actually staff facing. It was all potential client facings, all sales stuff. So what he did was he asked himself like, how can I run a podcast just for my staff? And what he does on the way to work now is he pulls out his phone, he records a two to three minute voice memo and he sends it to all of his staff.

Chris:                                         13:17                       Like all 2000 people are on one text thread with this guy. Then every time he writes like a promotional piece that go to future clients, he writes an internal piece, you know? And so what I started doing is writing a digest to the mentoring team every Friday. and, every time he did a live video for his clients, he would do a live video for his staff, like a Q and a or an open office hour. And you know, after I do this video, every Monday I go right into our mentors private Facebook group and do on there too. I learned that. But what I’ve also learned is that we have to hold our people just as accountable for communication as we’re holding ourselves. So that means we have to give them the tools to talk to one another. As you get bigger and you introduce a management layer into your business, like a GM, you need to show people a hierarchy.

Chris:                                         14:11                       And I know we’re all crossfit and we hate that stuff and that’s so corporate. Uh, but the bottom line is like if your people don’t know who to talk to, they’ll talk to the wrong people and they’ll share the wrong message. And usually that message is one of frustration and angst. And I don’t know what he’s doing. I don’t know what’s happening. Why is he making these choices? Okay? You need to give your staff very clear, uh, examples of like, here’s the communication pathway and if something’s not going right, here’s who you talk to. And then you need to make sure that you’re investing in those conversations. So if you don’t have time to do all those conversations yourself, as much as would love to, you have to make sure that they have a point of contact that they can go to with questions that they can go to with anxiety or I’m not sure how to make more money.

Chris:                                         15:01                       Okay, now it has a gym owner. Maybe that’s you. And you want to sit down with every code, all of your coaches, every single quarter. And you want to do the career roadmap for them. And you want to work backward from the career road map and say, here are the steps to getting there. And then you want to celebrate bright spots just like you do with your clients. But if you hire a GM, then you have to make sure that your GM is also doing those things because they can’t just stop. So Josh has a question before I go on to number three. The biggest thing I hear on calls with regards to this as the discipline piece, what is the appropriate discipline for these situations? And then the follow through. So the discipline is a tough one because you, you can’t really discipline somebody who’s not an employee, right?

Chris:                                         15:42                       I mean, all you can really do is remove them from your team. Now if there’s subcontractor that’s not too hard. Um, I don’t like confrontational interactions even though I’m getting a lot better at them. And that’s something that I practice all the time. But the bottom line is like, you have to ask yourself, what is the best thing for my client here? And so actually Joshy you know, one of the questions I got yesterday was I have a bad coach. I know there are a bad coach. I don’t want to coach the 6:00 AM class anymore. I’m going to have to, if I fire them. and, they referred like two other clients in the past. You guys know the story. The bottom line is your duty is to provide the best service for your best clients. And you know, hopefully that means the majority of your clients.

Chris:                                         16:31                       And so your duty is to not just put forth the best coaches, but also to remove the worst ones and to constantly be reading your garden, not just planting new seeds. So your primary duty is to remove that person. Now I think that your responsibility to that person is to ask them, do you understand what I expect of you? Okay, so you start with that first. You ask yourself, have I clearly told them? If you think that you have told them exactly what to do, then you ask them, have I clearly told you what my expectation is? Or do you understand exactly what I expect of you in this situation? And I think a lot of the time you’ll be surprised to find the answer is no. Now, if they’re doing bad behavior, no. If they’re sleeping with your members are stealing money, then the answer’s obvious.

Chris:                                         17:20                       Like you, you remove them right away. But if it’s just a coach who’s not quite getting it and he’s not, he’s not wearing shoes. We used to deal with that with boxes all the time. My coach shows up all the time and I can’t get him to put a shirt on. Huh. Um, then you go through the same steps. You know, what don’t they know? What have I not clearly explained to them? And, did I give them an emotional reason for succeeding? And, do they understand the consequence and you know, will I follow through on the consequence? So the consequences in my mind is not like written warnings. If you have employees though, you’re going to have to go through that process of like, am I going to write you up twice before I fire you so I don’t get sued? Okay. So the law will determine your responsibility there.

Chris:                                         18:04                       If it’s a subcontractor, I like to give them the opportunity to fire themselves and of Jamie’s watching, um, he actually just went through something like this, at catalyst not too long ago where he sat down with them. This coach had been canceling her Friday night classes all the time or trying to get other coaches and Jamie was just like jumping in and taking them a lot. And um, finally he sat down with her and said like, are you happy? You know, are you happy doing this? Because people, when it comes down to it, they don’t care about your gym. They don’t care about you that they care about themselves first. And that has, I didn’t mean that to sound as harsh as it probably did, but the bottom line is like, if they’re not happy, then the best thing you can do for them is to give them an easy way out.

Chris:                                         18:48                       That saves. There you go. So in this case, Jamie said, um, you know, would you be happier as a client? And she said, yeah. And she rejoined the 6:00 AM class. She’s been working out. Life’s just better. And when people say like, did you get fired? How come you’re off the schedule? She can hold her head high proudly and say, no, I just wanted to be a client again. So it doesn’t always work out that way. But the bottom line is like it has to get done. Okay. So if you have other questions, guys, feel free to just post them. The next thing, the next big lesson of leadership that I’ve had to learn this year is asking for help. And um, so everybody here, everybody on my team knows that I have mentors, I have mentors for different areas of life. I have tax mentors and financial CFO and Mike Lee Mentors me on process a lot.

Chris:                                         19:42                       Uh, but also have like external mentors like Marcy Swenson. And I’m glad to find this out because I would have had a mentor either way. But it’s really important for your staff to know that you are investing in yourself as a leader and in the platform that you’re providing for them. So for example, when you’re starting the incubator, you should tell your staff, I’m doing this thing because I want to create a better way for you to make more money, or I want to create a better career for you, or I want to be a better leader for you. Or if you’re Justin Keane, um, I’m going to be home more. I’m going to be a better dad. Okay? That’s still chokes me up. It’s really important that your staff sees this. The more direction you can give your staff, the more clarity surrounding your vision, your mission and your process.

Chris:                                         20:32                       And, the more excited that are going to get, or at least the less scared. What really drives staff away is the unknown. It’s, ah, this guy doesn’t have any vision and I don’t know where we’re going to start to look for visionaries, right? So you have to be really, really good at asking for help first from the outside. Second, you have to be really good at asking for help from the inside. So I want all of you to do one thing this week. I want you to go to a staff person and say, can you help me with this? Okay. A lot of us think that we have to be the expert, but we have to be the one providing the answer and that is dead wrong, okay? Most of the time when somebody brings us a problem, they don’t want us to solve the problem.

Chris:                                         21:17                       Now, that’s counterintuitive for a left brained guy. Like me, you know, if somebody’s complaining about something, I want to say, here’s how you fix it. But most of the time what they really want is just to be heard. And so you need to make them feel like what they’re saying is important to flip that script when you’re encountering something really challenging. One of the best things you can ever do for your staff is say, can I have your help with this? Now you don’t want to say, how would you solve this problem? Because if you go another way and you never take their advice, then you’re proving to them that what they think doesn’t have value. But if you say, can you help me with this? And you work collaboratively on solving a problem, even if you already know the answer, they’re going to think he asked me for help and nothing will make anyone feel as important as that.

Chris:                                         22:07                       So what I want you to remember from this chapter is people will never remember what you said to them. You know, if you blew up one time in anger and you said some stuff that you regret, don’t worry. I’ve done it a thousand times. What they will remember is how you made them feel. And um, if, if you can make them feel important, they’re far more likely to stay with, with you, you know? So don’t just solve people’s problems, listen to them, help them solve the problems, give them a little bit of a lead rope to run with. Ask them how it went, and then finally ask them for help on the next thing too. All right, your people are smart. And one of the, one of the greatest experiences that I ever had was as a very young guy, um, I got a job that I was not qualified for and I went from wearing a Yogi bear costume for the summer to running most of a ski hill.

Chris:                                         23:08                       And this was a, you know, a multimillion dollar, a pretty large resort. I suddenly had 130 staff or I’ve never had a staff of more than like three before. Um, you know, we are responsible for $1 million in rental and lesson revenue every month. Right. I really wasn’t qualified for that. And when I went to the board meetings where the staff meetings, the owner of this resort was kind of this crazy guy, uh, who I still talk to, you know, 20 years later. And, um, this guy was famous for having these crazy tantrums and like he threw, you know, dry erase markers at me from across the room more than once. And, um, the second time I spoke up to him in a meeting and said, I don’t think that’s right. I think we’re losing money on this, you know, and I was only like 22. Um, somebody beside me was like, you gotta just shut up or else we’re going to be here all day.

Chris:                                         24:03                       And the owner, JJ, said, I’m not scared to work with powerful people. The reason that you’re all here is because you’ll speak up when I say the wrong thing. And you know, now that at TwoBrain, if you think of the team that surrounds me, these are brilliant entrepreneurs, successful entrepreneurs, and these guys have done things right that I haven’t even thought about, right? They’ve avoided mistakes that I stuck my foot in. You can’t be scared to work with brilliant people and working with brilliant people means listening to them, getting their help and letting them know when they’re brilliant, you know? Alright. Learn to ask for help more often. I mean, you guys all know my story right there. The gym was practically bankrupt. Like we couldn’t buy groceries until I finally asked for help. Nobody has done that worse than I have by all means.

Chris:                                         24:53                       All right, so the fourth tip is, uh, so the first one is clarity. The second is communication. The third is asked for help first. The fourth is dig deep to build a moat. All right? So the, the coolest new buzzword out there right now I think is build a moat, right? And I love talking to John Franklin. The guy is just so cool. I would never have been able to come within 10 lockers of this guy in high school. He’s so cool. And these are, this is like the phrase that he’ll use, oh. TwoBrain has this massive moat and what he’s really talking about is like trust, right? We, we’ve worked for a very long time to establish this foundation of trust. And when people sign up, it’s not because they saw an amazing ad, maybe that’s what led them to the phone, but, um, they’ve, they’ve seen this entire platform that thank goodness has helped them know, like, and trust us.

Chris:                                         25:44                       Okay? So what we want to do is build that relationship of knowing, liking and trusting with our staff. And um, years ago I had a personal training client named John and John had a single kid, a daughter, Allie, that he was super proud of. And John would come see me every Friday and one Friday he invited me to her wedding. Now I had never even barely met his family before, right. And I felt kind of weird. Like, dude, I’m your personal trainer. You, you’re inviting me to her wedding. And he said, you know, I’ve been training with you for six years. You probably know more about, her then her husband does because we talk about her all the time. And when I found crossfit, one of the things that attracted me to Greg was when he was talking about our relationship with our clients and how deep that gets and how we can get in there.

Chris:                                         26:33                       He said more than their therapist, you know more than their spouse, sometimes it, how many people on the call right now have been told about a pregnancy before anybody else. Right? The client comes in, I need to talk to you for a second, I’m pregnant. And you’re like, you know, you’re all excited and you’re in the secret with them and, and you’re trying not to show because they haven’t told the world yet. And like, you know, before her mom knows and maybe before her husband knows whatever, right? You guys have all had that experience before. You’re the first one to know that is crazy and we get that and we should have that with our staff too. So it’s really crazy important here that you understand first, what is your staff hoping to get? Okay. So “what do you want now?” Is the title of the seminar I used to teach back when we did seminars.

Chris:                                         27:24                       That is the most important question in entrepreneurship. What do you want now? So every three months when you sit with your staff person, I want you to say, what do you want now? Because they often change when I get on the phone with affiliates that I’ve never met before and always asked this question, who’s helping you? And they’ll name off their staff and I’ll say, would any of those people like to make a full time career? And you guys know what’s going to happen, right? We’re going to start personal training or we’re going to start marketing. And there’s these opportunities will exist where they didn’t before. And they’ll say, oh, I don’t think so. I don’t know. Maybe, maybe Jimmy. They don’t even know what their staff want. So every quarter you have to sit down with your staff and start with what do you want.

Chris:                                         28:13                       Now the next question you have to ask them is why do you want that? And people change over time. You know, we can assume that somebody wants to, same thing they did six months ago, but what doesn’t change is people’s values and motivation in life. And so if somebody says to you, I really need a salary right now, it might not be because they’re just trying to make more money. It could be because they’re trying to buy a house or maybe, you know, in one case in my gym, uh, he had a little baby, she was one year old and in Canada after a year, um, the mum goes back to work and his wife was getting close to that point. And I’ve been there and it’s horrible. I can’t imagine how you ladies do it in the states, you know, after six or eight weeks.

Chris:                                         29:03                       But anyway, um, so he said, I need a raise. And if I hadn’t probe deeper, if I hadn’t dug in, I would never have built the moat that wound up surrounding me with that guy. And this guy and I traveled together for years. You know, we stayed in hotel rooms and talked about ignite and cognitive training and all kinds of stuff. Um, and we still have a good friendship specifically because, um, you know, I, I knew what his motivations were and I would never have guessed them. Dig deep to build a moat after you know their why, then you have a sticky relationship with them. And from there it’s your job to say, here’s how we’re going to get you there. All right, so we’re going to take out our, um, how to make a career in coaching the career-o-matic is Brian and I like to call it, and you’re going to say, okay, here are your goals.

Chris:                                         29:57                       You’re going to have a baby this year and you need a new car. And that means you need to make $50,000. Here’s how we’re going to do. And you’re going to pull out your little spreadsheet that I made. So it’s rudimentary. It’s not pretty like Anastasia spreadsheets. And you’re going to say $50,000 on the top line. And then you’re going to say personal training. I think we could get you five clients a week. So here’s what you’re going to earn from that $250. And I can give you four classes a week that you’re not already doing. And the kids program, you know, if you, if you talk to Gretchen, we can get that thing going. And here’s what I forecast we can do nowhere else in their life are the, is somebody taking the time to say, here is how I’m going to help you achieve your goals.

Chris:                                         30:43                       It’s true of your clients. And you guys hear me rave about this all the time in the incubator, but it’s also true of your staff and it’s also true of you. And that’s why your mentor does that exercise with you in December or January. First we go through your emotional reasons to succeed and then we break down the steps to get there and then we give you metrics that you have to hit to get there. You need to do those same things with your staff. All right? The next piece is, um, the tools that you give to your staff to help them know when they’re being successful. So digging this mode means also telling them you did that, right? Okay? So I want you to establish like what the KPIs are in your business and which ones you’ll share with your staff. For example, you might decide that your KPIs are arm, leg profit, gross revenue and number of clients.

Chris:                                         31:36                       Okay, I’ll give you that one. Which one of those do you want to share with your staff? Well, ARM we can share no problem. LEG, we can share. No problem. Number of members, we have no problem. Do you want to share your total revenue? It’s up to you. It depends on the staff, right? And then you want to tell the staff, here’s how you can influence these numbers. So if the staff’s career-o-matic says that they have, they’re going to take five personal training clients a week, then you’re going to say, here’s my plan to get you there. I work with and my mentor and I have this goal to hit 10 personal training clients by March. Here’s our plan. What else do you want to know? All right. Give them some confidence in your leadership and then say, here’s how we know if we’re being successful.

Chris:                                         32:17                       So, um, my friend nick who owns the tire store, nick, I don’t know if you’re on here. Um, he’s got a whiteboard. You know, at the end of the day he can wipe out that big 80 and he can write 76 if they did for jobs that day. And the staff see that and they know like, wow, we’re making progress here. You know, the science of motivation really boils down to this. It’s hard, but you can do it and then proving it. So if we show people like you’re being successful, success precedes motivation, they’re more likely to want to do it, okay? And so it keeps them engaged. So the four rules here are clarity, communication, ask for help. First, dig deep to build a moat. And finally the only two words that really, really matter, but of all the hundreds of leadership books, seminars, ted talks, whatever, there’s really only two words that matter and they are following.

Chris:                                         33:12                       You have to set the footsteps in place for your clients to follow or for your staff to follow. You have to be the leader. Now that can’t mean that you disengage your team. And you run on up ahead and you climb the cliff face and then you turn around and say, hey guys, the view up here is amazing. If you can figure out how to join me, come up. He can’t do that. What you have to do is stay a step or two ahead of your staff and no more. It’s important that they see you leading from the front so they have footsteps to follow because we learn our behavior through modeling. You know, it’s one thing to tell people what to do, it’s quite another to exemplify that behavior. But if they can’t see you because you’re so far ahead, if you haven’t communicated what you’re doing or what the sales staff is doing or how much personal training you’re doing, they will lose sight of you.

Chris:                                         34:11                       And if you’re not turning around now and then and saying, here’s the map guys, remember, here’s the vision, here’s our goal, here’s our mission. They will lose sight of those things. And so you need to be communicating those things to them as often as you’re communicating to your clients and your other, your non-clients through media. You know, think about the time that you spent posting to Instagram today. Time yourself as longer than you think it’s, it’s 11 or 12 minutes for every post. Have you spent 11 or 12 minutes communicating your vision to your staff today? I doubt it. I haven’t, right? So I need to do that. We all need to do that and I’m going to dedicate myself to doing that because I know it’s my responsibility to put those tracks in place. All right? So there’s a couple of things that you need to focus on when it comes to follow me.

Chris:                                         35:05                       The first one is you’re not above any work, so it might not be your job to empty the garbage is anymore. Okay? It might not be your problem. It might not be responsibility, maybe somebody else’s even being paid to do it. But if you walk back and if you walk past an overfilled trashcan and they’re watching, then you need to do it because it’s your job to show them that it’s not acceptable to walk past and overflowing trashcan. Likewise, if you’re paying somebody to do the programming and you don’t have the programming and time for the morning class, or if there’s a problem, then you need to say to them, here’s the problem. Let’s walk through this together. Give them an opportunity to fix it. But no, you know how to fix it yourself and guide them that way. I’ll tell, I’ll tell you guys, if there’s somebody on this call and they’re saying, man, I need to get better at that, then you’re doing it right.

Chris:                                         35:58                       You should always be questioning yourself as a leader. You should be questioning your motives. You should be questioning your momentum. Am I making enough progress? You should be questioning, you know, the, the, um, the leadership persona that your team sees. Am I showing these people how to be what I want them to be? You should question your ability to share your, their horizon with them so that they understand what you want for them in life. You know, it’s funny, um, I won’t share which meant or this was, but when I finally explained to this person, like, you’re working too much. I want to give you this thing to help you. It wasn’t a shock to me, but it was to her and, and she was really moved by it. So it’s important, not only that you’re sharing like, here’s what you’re doing right, here’s what you’re doing wrong, but also here’s how I’m helping you.

Chris:                                         36:48                       Okay? The only two words that matter when it comes to leadership are follow me. Okay? I said that I want you to live your vision. I want you to be flexible in your methods, but unimpeachable and your beliefs and to also know as Babe Ruth said, that you can’t win the day when the game on yesterday’s home runs. Okay? Eventually as a leader, Opportunity becomes responsibility. And this is something that’s hit me really, really hard the last couple of months is, you know, we built this big mode and after we hit 500 gyms and we started getting approached by, you know, the, the software companies and software developers and like equipment companies and we want to pitch this thing to you. And at first I looked at those things as opportunities and then I looked at them differently and I said that if we’re going to lead us being the 500, then it’s our responsibility to make these people live up to our standard.

Chris:                                         37:46                       You know, it’s, it’s not just enough for us to go begging wodify to tell us the metrics that we need anymore. We, US 500, the few and the powerful, the tip of the spear need to say, if you want to work with us and do this, that rings true of many areas of our business. We need to hold everybody to a higher standard. You need to be looking at your expense sheet every single month and asking, am I receiving good value from this? Um, and you need to say, you know, what can I do to bring all the people up around me? You know, if you’ve got a popular gym and another gym down the street is closing at first, that may seem like a great opportunity to get their members. But if you’re a leader, you’re going to understand that it’s really your responsibility to try and help them if you can.

Chris:                                         38:33                       All right, my last piece of advice, I didn’t want to give this one a number. Uh, I came last year and so Robin and I sponsor some hockey teams and we go way out of our way to give these kids like an amazing experience. And we pay for hotel rooms and sometimes we have to like deliver food to the families. And you know, we dressed the kids up and everything, right? Um, and we’re, we’re thrilled to do it. We don’t want anything in return. That’s not why we’re there, but sometimes the parents complain anyway. And one of these mornings I was feeling really frustrated and I walked into the workshop and Mary who was running the cafe, rolled her eyes and said, Chris, never forget that some of the people, we do this for our assholes. And so on the days when it feels like, man, I, I’ve gone over and above, I can’t go.

Chris:                                         39:20                       I can’t do this anymore. Don’t stop. Just remember that not everyone is good at showing gratitude. Not everybody appreciates why you’re giving them. And some of them are assholes. All right? So if there are any more questions, by all means, please ask them here. Um, what I want you to remember is that mentorship is not a friendship. Friendship brings encouragement. Mentorship brings empowerments and I got that from my new favorite book leader shifts by John Maxwell. All right? Okay. So Nick, for me it’s definitely sharing my vision with them. That’s a problem. I haven’t submitted a way to keep that vision in front of them. Dude, you’re preaching to the choir here. Okay. Um, I am very blessed to have guys like Josh Price and Jeff Smith with a military background on the team because they will call me up and say, what’s your vision again? What’s our mission here?

Chris:                                         40:13                       Why are we doing it like this? Okay, they are, these are powerful people that I am not scared to work with. Now if you ran into these guys in a dark alley, you’d be scared of them right there. They’re big, smart, powerful dudes. But the bottom line is like, um, these guys are constantly asking me and that reminds me to tell the whole team. So here’s what I do first, we have a team digest that goes out every Friday. So I sent an email just to people on the team, here’s what’s happening with this thing. Here’s what we’re doing about it. Okay. And about every third month or so, or I’m sorry, every third email or so, I’ll remind them, here’s how this fits our mission. You know, to serve 1 million entrepreneurs, to get a million entrepreneurs to wealth. And so the questions that I get back are not like, why are we doing this?

Chris:                                         41:00                       But how will this help us fulfill our mission? And they’re always good questions, right? Because they’re always qualified by that. The second thing is you need to repeat that message over and over and over because even though people are reading it, maybe like you and I, you know, they don’t learn by reading, right? So maybe you have to do like a podcast for your staff. Imagine that. Or maybe you have to do like a video message to your staff every single morning. Right. One of the reasons that we started doing this Facebook live and one at every, you know, every day at 2:00 PM is so that we talk about these concepts in an informal way with you and you could ask questions in real time, even though, you know, we do the modules and we do the mentoring and stuff. Sometimes you know, you, you just need to hear it a different way.

Chris:                                         41:46                       And John Gilson, Tommy this, you know, you can be working with a client on their muscle up for two years. You can be doing personal training with them. They can be doing it in class and they’re just not getting that transition. And they, you know, they can do that. 100 ring dips and they can do that. 100 ring pull ups, but they just can’t pull their elbows back. And then one day of visiting coach walks in the door and he says, Oh yeah, Tuck your chin. And the client talks to his chin and they get a muscle up. Well, it doesn’t mean that that other coach was better than you, it’s just that he had words that the client heard instead of your words. People hear things differently. So what I’d like you to do is write down your vision and then I want you to think of two ways you’re going to communicate that to your staff.

Chris:                                         42:29                       Maybe you’re going to do a Facebook live like this and your private coaches group. Maybe you’re going to do an email digest like I do. You know, maybe you’ve got a private slack channel with them. Um, maybe you’ve got something else. Maybe you’re doing a podcast for your staff. Maybe you’re copying thumbtack strategy of like a mini podcast. So I want you to be leaders in your own community. I want you to be leaders in the broader community of gym owners in the movement. I also want you to be leaders in this group, so thanks for participating, asking tough questions and listening.

Speaker 3:                               43:01                       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.


Thanks for Listening!

To share your thoughts:


To help out the show:

  • Leave an honest review on iTunes. Your ratings and reviews really help and I read each one.
  • Subscribe on iTunes.
TwoBrain Marketing Episode 1: Sherman Merricks

TwoBrain Marketing Episode 1: Sherman Merricks

Stop spinning your wheels.

Use our Free Help Kit as a roadmap to a more successful gym.

Free Tools

This is our first episode of Two-Brain Marketing, our NEW podcast dedicated specifically to attracting new members.

Announcer:                            00:02                       Welcome everyone to TwoBrain Radio. It is our mission at TwoBrain 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.

Mateo:                                      00:26                       All right, so we’re here with Sherman Merricks, TwoBrain mentor, extraordinaire and owner of dynasty crossfit. So Sherman, for those of the, for those listening who don’t know, I mean I think you’ll do have a kind of prolific internet presence, but for those who don’t know, you know, who are you, how long have you been in business? Tell us a little about your, your story, finding crossfit and, and, and your gym.

Sherman :                                00:52                       Yeah, I’m married. I live in Gainesville, Florida. We own dynasty crossfit and my wife and I, we’ve had our gymfor seven, eight years. We’ve been affiliate, you know, sort of that typical story from back then you could start your garage. That’s what we did. On our garage , we’d been slowly but surely building this thing up to what it is today. I was actually doing crossfit for a couple of years before I even knew where to what a, you know, what an affiliate was and that type of thing. It’s been a great run. You know, I’ve been with two brain for awhile. No for awhile. And excited about this. A little podcast right here to talk about some cool things that you guys have in store.

Mateo:                                      01:39                       And so how long have you been involved with TwoBrain?

Sherman :                                01:42                       Hmm Man. I mean I’ve been with TwoBrain since day one. Coop. Chris Cooper has been my mentor before TwoBrain. I would imagine if I had to put a number on it. I mean I’ve been with Coop probably four or five years right around there.

Mateo:                                      01:57                       And how has your business, I guess changed like before TwoBrain and then after TwoBrain, you know, what were the differences in your business and then I guess, uh, your lifestyle, your quality of life. Can you tell us a little about that?

Sherman :                                02:10                       Yeah, definitely. So before TwoBrain, it was sorta the typical, you know what, I opened a gym for me. I opened the gym from the beginning because I’ve sort of always known I wanted to be my own boss. I wanted to be an entrepreneur. And the barrier to entry to open up an affiliate was so low, alright man, this is my shot right here. You know, like I like fitness, I want to run a business. So you know, I sort of combined those two. And like I said, we started off small in my garage, you know, I was working a job and training in the afternoon and all of that type of stuff. But we came, my wife and I, we sort of came to a turning point when my wife, she became pregnant with our second child, which is our daughter.

Sherman :                                02:48                       And we had to make a decision, right? If she was going to go back to work or what was going to happen. And honestly, my wife, she made quote unquote the money back then, but I just couldn’t imagine staying on that track of going to work at eight and nine and stand there all day doing office work and going home every day at five or six being miserable. So we decided that we’re going to, you know, start the gym in the garage and that’s what we did. So basically once she came home for maternity leave, I was like, Hey, now’s the time we had to go all in and I quit my job as well. So young couple, no income, two kids. But that was sort of a blessing in and of itself because a failure really wasn’t an option. Right. We did not have a choice why there was no, there was no one that would, you know, give us money and things like that.

Sherman :                                03:42                       So that really lit a fire up under me, of course. And my wife as well. And we’ve been, you know, we’ve been blessed ever since. We’ve been growing and learning and that type of stuff. And I’ve always known, you know, I’ve always had mentors, whether that personally, professionally. So when I got into this, I actually had another, um, I was working with another company, we’ll call it a mentorship. Um, I was working with another company because I’ve always known I needed help. So I’ve always been doing something. And then I met Coop at a, uh, met Coop at, some type of seminar or something. He came down to Florida and my wife and I, you know, we sort of clicked in. We’d been with TwoBrain ever since.

Mateo:                                      04:23                       And what were the changes? You know, I, I know you, you and I have talked previously, but I know you were working a lot in the gym and I know it wasn’t always so easy.

Sherman :                                04:34                       Um, so what were the changes that you saw after starting to work with, you know, the mentorship program in the incubator? Oh yeah, man, definitely. So, I mean, when we first started it was, I was the coach, programmer, cleaner, social media person. Actually that’s my wife. You’re in charge of that. Um, but basically we did everything, right? Like, one of my most vivid memories is cleaning the gym every single night with the mop, regardless of how long the day was. Right. So I would coach the 6:00 AM you know, and then, you know, we coached throughout the day and then at night after the last class I would have to stay back and mop the floor with the mop. I remember that. Just thinking about it makes me sort of cringe a, I can’t believe that I did that or you know, I probably did it for about a year, two years, probably like two years because I’ve been there for sure.

Sherman :                                05:25                       That’s sort of one thing that we still behind. You don’t have an a clean gym and you know, clean bathroom, all that stuff. And Man, just doing that on top of everything else would just make the day’s so long. So I was basically just in survival mode for years.. Just trying to grow the business and the little down time that I had to make sure that, you know, people were coming in, payments going through, trying to gain new members. I’m able to really just looking back now, it was just like, it was really just a mess, but you do what you have to do and you know, to get things done. But like I said, I was looking for something different. Actually one of my, one of the guys that I know, he’s like, hey, you should come down to my gym. So a seminar, uh, this Guy Chris Cooper has come in and I think you will like him.

Sherman :                                06:08                       So I’m like, yeah, I don’t have anything to lose. I’m always trying to learn something. And so we went to that seminar and you know, listening to some of the things that Chris was saying really resonated. My wife and I, we did not want to be tied to the gym 24-7, you know, we wanted to grow the right way. Just not, you know, say we have 200 members, but we can’t make money. We can’t feed our kids. We can’t save for retirement. All of that stuff. And Chris was talking about that stuff, um, way back then. And then since then, you know, like I said to Barry for awhile and now to where we are today, you know, sort of fast forward, I want to bore you too much. But you know, now I don’t coach any classes, and I’m , you know, not needed in the day to day.

Sherman :                                06:49                       Um, however I am still president, my gym, you know, I think it’s cool for people to sort of do what works for them. You know, I really don’t have a preference to be totally removed from my gym, not in the gym ever most days. But I know some guys, they frigging don’t do anything with their gym. You know, someone, a mentor, they don’t do anything. Someone else is running it. And I have,, you know, I have a general manager and all of that stuff, operation director and I have all of that, but I still like to be involved in the gym, hang around in the community some and stuff like that. But man, my life is so different now. You know, like, you know, like I love to travel my family and I, so we, you know, we travel probably four or five weeks a year and all that type of stuff and you know, the gym runs just fine without me.

Sherman :                                07:32                       Um, and that’s really a testament to the years of hard work and learning and growing and trying to, you know, get this thing to where I want to be. That’s sort of where I am today.

Mateo:                                      07:43                       And so you were saying before the gym wasn’t making as much money, you were in the gym day in and day out, doing all the, all the roles and tasks. Now I guess what I’m hearing you say is it’s a lot different. You’re, you’re moved to you, you choose to be in when you want to be in, but you can leave and go on vacation when you want to. And the businesses make enough money to be able to support you and your family. Is that correct? Correct. That’s great man. And so tell me a little bit about, tell me a little bit about your experience trying to grow some of your programs. We’re going to talk about the paid advertising strategies that you’ve been able to implement with two brain marketing. But I want to first hear more about, you know, your, you’re super charismatic guy, you’re great on camera. How are, you know, before really pushing heavily with paid advertising, how would you grow your programs? How would you market at your gym?

Sherman :                                08:33                       Yeah, so that, you know, this is a great question because I think that like, I like the paid advertising, but I also really enjoy doing the organic stuff. Now I will say if one of the biggest differences is, you know, the organic stuff is very, very difficult. It takes years and years to hone in. I wish I would’ve found paid advertising a little bit earlier. Um, but you know, with my organic stuff, like I still do a lot of organic stuff now. If you guys don’t know what organic quote unquote stuff we were talking about is, you know, a lot of, some of the programs I run, I don’t, I don’t run any paid advertising and we still have great turnout and stuff like that and great signups.

Sherman :                                09:09                       But one of the biggest keys to my success has been, you know, keeping an email list and really continuing to put out content for people that can really benefit them. Not just when I’m trying to get them to sign up for something. Right. So some of the things that I really implemented, you know, like I enjoy going live, right? I enjoy being on being on camera. I’m comfortable in front of the camera. So we try to get on it, interact with people as much as possible if I’m being honest. You know, we’ve gotten away from that a little bit just because paid advertising is so good. But it’s funny that we’re doing this little interview right now because we’re actually running a a weight loss program here soon and I’m only doing, you know, for the most part, organic marketing. And like I said, we’ve just, we’ve only been marketing it for about not even a week and we already have like three sign ups already and we’re going to promote it for like six weeks.

Sherman :                                10:00                       So our goal is to get, you know, 25-30 sign ups at the price. We were asking and I think a lot of gyms could benefit from really understanding how to utilize the, how to utilize the organic market in. Because when you can put the organic marketing with paid marketing, then you have a recipe for success that’s hard to match.

Mateo:                                      10:19                       So when you’re talking about creating content for people in your audience and your use your newsletter list, what’s the stuff you put out when you go live? What are you talking about?

Sherman :                                10:29                       Yeah, so here’s the thing that I think a lot of people complicate and over complicate. You know, as fitness professionals, most of us take stuff for granted, right? They take information for granted that we know it’s second nature to us, but to the common person, you know, just how to prepare their plate is a huge deal.

Sherman :                                10:48                       Right? So I go on and just talk about anything really. You know, if someone asks me a question in the gym one day, I was like, oh, all right, I’m going to go live with it. I’m going to talk about, you know, she just said, what type of foods should I eat at night? Or what’s the latest I should eat at night? It’s basic stuff. You know, one thing I will say about the live videos, they’re sort of better when you can sort of announced them because it’s not, and I don’t want to say better to just have a little more interaction when you can announce them because the people that want to watch them, they will actually get on at that time and they’ll interact with you as opposed to when you just jump on a live. Like I do a lot of times, uh, you know, I won’t have a lot of interaction while I’m on there.

Sherman :                                11:29                       So I sorta just me talking into my phone, out of the camera. But people will pop on and then people will go back and watch it and then questions and comments that come up. But honestly, I just talk about anything that could be beneficial to my future clients. Right. I’m a potential client.

Mateo:                                      11:47                       So what you’re saying is you basically you’re surveying your current clients and seeing, okay, what are the questions I’m getting most often from the people who already are our existing clients. And I think the lodge there as well. If my current clients have these questions, prospective clients are probably going to have these two. And so you’re, you’re kind of creating the content, the videos, the things you’re talking about, the emails or writing about based off of that feedback. Is that correct?

Sherman :                                12:12                       Correct.

Mateo:                                      12:13                       That’s great man. That’s great man. Awesome. So now I’d like to talk a little bit more about, actually before we move on for people want to try this out. What’s your process? Do you like you blast a post out saying, hey, we’re going to go live talking about how to eat after 5:00 PM and that goes out 10 hours before or whatever it is. Like what’s the, what’s the process?

Sherman :                                12:34                       You know what I would do get the most bang for your buck is posted on your, um, on your social media sites like a day before if you can, you know, if you’re gonna go live on Tuesday, post on Monday, say, hey guys, tomorrow we’re going to be talking about how, what type of foods to eat after 5:00 PM or are we going to call it about how to really get shredded it for the summer. Something called summer shred, right? I’m going to talk about that tomorrow at 5:00 PM and then the day of you post it again and I like to post everything from my, from my personal page as well.

Sherman :                                13:09                       So I’ll post it from, I’ll post it from the business page, then I’ll share it on my personal page. Of course, I’m asking, you know my members to share it. I’m, you know, my wife is going to share it. A coach is going to share it because I think for the most part, we as gym owners, we don’t like asking people to do stuff, but if we don’t ask them, they’re not going to do it. But if we ask them, most will do it. So you know, all of my members would tell you I don’t have an issue with asking them to do anything. Right? Like Hey, oh we’re going to be running this program. Tell your friend posted on your page, Hey posted on your page again. Right? Because a, that’s how you read people that cause the people that want to get in shape man.

Sherman :                                13:48                       Like that’s the thing. It’s not really about crossfit and barbells and all that. If you are talking about a solution to their problems, people are going to come in and to talk to you. Right. So I think it’s hard to come back to your question if you have to be sharing it across a lot of different avenues on social media, but you need more than just you sharing it. You need your coaches, you need your clients in that type of thing right there. Okay, cool. So what you’ll do is you’ll basically say, hey, we got this thing we’re going to run with your people in your, in your captive audience know first your clients and then they share it. Help get the word out and then you know, you have a little bit of time to collect some. Yeah. Get some, some anticipation going in and people looking forward to see what you’re going to have to say.

Sherman :                                14:34                       You know, one of the biggest things is, you know, like used to it, like I consider myself fairly good on camera, but there’s still a piece of me that gets sort of hesitant when I get, when I get ready to make a video or something, I’m like, man, no one wants the feed is, well, how am I going to look? You know, how’s it going to? But really once you get on, if you’re really, you know, genuinely trying to help people, it’s going to turn out fine. Right. It doesn’t mean the video is going to be perfect or anything like that, but it’s going to help to someone and that’s all, you know, if I’d get on and speak to one person at a time, that’s totally fine. I was one person that I helped, you know.

Mateo:                                      15:07                       Awesome. So how has your business changed since joining? What is your experience been with paid advertising prior to doing the two main marketing course? And, uh, how has your business changed since implementing some of the strategies that we teach?

Sherman :                                15:25                       Yeah, so I think that before, before I was working with too many marketing, you know, we basically did, I didn’t know real paid advertising. I would boost some posts. I would boost some posts. You know, back when people were, I don’t even know people still boost posts, right? Oh, I would boost some posts. You, I was like, all right, I’ve made like a pretty good post. No rhyme or reason to it. This, all right, I’m going to put $20 to it see how many people would comment. Right. I wasn’t even trying to really get people to sign up. I’m just trying to get more traffic to my page. And like we talked about, most of my programs were selling out with only organic marketing. So I wasn’t too concerned about honestly paid advertising until you and John, you know, I watched some of you guys stepping out, hey, these guys are killing it.

Sherman :                                16:07                       I need to really look at this. You know, if I can grow my business like these guys have. So, you know, I jumped on TwoBrain Marketing and now it’s like, it’s a different, it’s just a totally different animal as far as the, the number of leads coming in, uh, the way that we have to deal with them and all of that stuff. So beforehand there was not a lot of, there was not a lot of paid advertising going. Like I said, I would really only boost a post and then until I sign up with, to bring in marketing, now it’s just a lot of work has to be done right to really see the benefits of it, you know?

Mateo:                                      16:40                       And so what I guess before we talk about actually, yeah. Can you tell us a little bit more about that work when you run paid ads? I guess before we talk about that, what exactly do you sell and how do you sell it? I’d like to talk more about, you know, what’s your front end offer? What do people come to you most often looking for you to solve? What do you, what are you selling? How do you sell it?

Sherman :                                17:00                       Yeah, great question. So we are really selling a solution to weight loss problems. For the most part, right? At my gym we don’t target males, right? Just a and not that we don’t have males in the gym, we just don’t pay to get the man. Because from what we’ve seen, you know, over the years of being with TwoBrain Marketing, the guys are very difficult to get in, right? So you know, when we were talking about paid advertising, now we’re talking about ROI. It make dollars and cents. So from a business perspective for us doesn’t make sense for us to target males. So all of our ads are sorta catered toward my ideal client, right? It’s going to be that way. Females aged 26 to 60 or so, right? So all of our service is speaking to weight loss, getting lean, that type of thing and our front end offer is really to get people in the door. It’s a 90 day challenge and that’s what we were talking about to get people in. Now, here’s one of the biggest sorta fallacies that I’ve seen with people new to running Facebook ads. We run the 90 day challenge, get them in the door, listen to what they want, and then we make the best recommendation based on their goals, not on what ad brought them in. Right? So yes, they’ve seen the 90 day challenge ads on Facebook. That’s what has them sitting in front of me. But me or my, one of my coaches, whoever is doing the no sweat intro has to sit down with them and we see this person really needs one on one personal training. That’s what we’re going to recommend to them. We’re not going to recommend, oh you should do this group challenge, when that’s not going to get them the best results possible. Cause at the end of the day we don’t. We want them to be super successful cause if they’re super successful then we’re super successful,

Mateo:                                      18:33                       yeah, no it makes total sense. So what you’re saying is someone will come in because they see an ad program sounds cool, but when you sit down and talk with them, you’re prescribing the best solution. That’s going to fit, fit their, their needs, right? Yes,

Sherman :                                18:48                       absolutely. That’s exactly what we’re doing.

Mateo:                                      18:50                       So can you walk us through your, you know, your sales pipeline. So someone sees the ad, they, they inquire for more information. What happens next?

Sherman :                                18:59                       So someone through the ad, they got to, you know, you’re going to see a picture or a video, they got to click on it, they’re gonna go to a landing page. The landing page speaks to them. They’re going to enter their information and then it, cause first we’re going to capture their information before we let them see our scheduling availability. Right? Because we want that. We want to have their contact info because they’re interested, right? They’re interested. It’s sold before we even let them see our scheduling software and what availability you have. We’re going to capture their info. Once they go there, now they’re going to pick a time that works for them. They’re going to self schedule. They don’t have to call us. Uh, they don’t have to come in or anything until their time. Once they enter their, their appointment time, that’s when we start working. Right now we have two options here because they may enter their info and not see what time that works for them.

Sherman :                                19:49                       And a lot of times people won’t book anything because they don’t see a time that works for them. And then that’s when we’ll reach out to them within two or three minutes and say, Hey, we saw that you want more info about the 90 day challenge. Do you need any help scheduling your appointment, right,? If they say yes, we’ll, you know, we’ll help them through that. A lot of times people, a lot of people just trying to get the price, you know, first thing they say, oh, well how much is it first? You know, we will give prices over the phone. Um, but we want a little bit more information before we just give out the price because we like to know more about this person. Right? It could be $1,200 a month to come here if this is someone that very deconditioned, they can’t go to a group class. They need personal training four times a week. Okay. But we don’t make those type of decisions over, the phone. So we’re trying to get them to come in. Right. But if someone perceives, absolutely give a price range.

Mateo:                                      20:38                       Who handles that? So you said they had given their information, you guys respond in two, three minutes. Who does the setup here?

Sherman :                                20:46                       My old general manager, she, she moved away but she was so good that I couldn’t let her go. Right. So she actually handles it. Her name is Stephanie. Not going to tell you the last name cause I don’t want people reaching out to her, all of that. Right. And she does it remotely. She actually lives hundreds of miles away. So she’s in charge of the software that we use. You know, when she’s reaching out to him, uh, she’s following up with them. She scheduling, she’s rescheduling if they had issues and all that stuff. So, um, so I’m totally hands off of that. Right. I’m not doing really anything with the software. She scheduling, communicating with the coaches, making sure everyone’s on the same page. Awesome. And so someone books an appointment, what happens once they begin an appointment? We’re going to, so they could only book an appointment, I want to say three days out, three days out.

Sherman :                                21:38                       So, um, in that time, we’re going to email them a couple times. We’re also going to text message them the night, the day before, right? So Mateo, if you had appointment with us on what’s today, Tuesday, whatever, Wednesday, Wednesday, an appointment with us on Friday, right? Tomorrow you will receive a text message from us saying, now in the meantime, while you’re receiving this, you’re still going to be receiving emails from us as well. It’s all right. Just talking about the value that we’re going to be adding and the No Sweat Intro, right? Um, you may meet our team and stuff like that. So once they go through that, they’re gonna receive a text message the day before if we don’t hear back from them to confirm, because we ask them to confirm because I don’t want my coaches showing up if no one is going to be here. So we basically asked them to confirm, uh, you know, we send him a message, blah, blah, blah, blah.

Sherman :                                22:34                       Look forward to seeing you. Please confirm that you will be attending this appointment. And if they don’t confirm, we will reach out again the day of the appointment via phone call or text messages. Again, sometimes people just miss it or they get busy and they forget, but we want to make sure that we stay on top of them. And you know, this has been sort of new to us. Paid Advertising, um, you know, like, you know, Mateo, like it’s a numbers game. So just because someone books an appointment doesn’t mean they’re showing, right? So we need to make sure that we’re following up and really doing everything we can do to get them to show up and you know, the numbers, you know, everyone’s not showing up and then we basically work it from there. If they don’t show up, they’re going to go into a different funnel and we’re going to continue to nurture them forever until they tell us, leave us alone, or they come in for a no sweat intro.

Sherman :                                23:22                       Right. I think that’s the biggest piece that I was missing prior to TwoBrain Marketing was the continual followup. Right? Like, if someone came in, I had a Google sheet back in the day and I will follow up for a month or two because you know, whenever I get low on clients. So I didn’t look at that Google sheet. Oh yeah, that lady came last month. Let me follow up with her. But six months later I was following up with no one. Right. Uh, I was following up with no one. I wasn’t going back to, you know, I wanted to go in right in July, look at the people in February and following up with them, they were thought to just lost leads. So now we have a system and all of that. I have someone in charge of all that and we just follow up with them consistently until they tell us no.

Sherman :                                23:59                       Right. Like our software is managing all of that person’s in charge of the software. Um, and you know, one of the things that I’ve seen over the last six months is, you know, really keeping up with the data and stuff. There’s, there’s, there’s probably 25-30% of people that come into our funnel and just sit in there. They don’t respond to any emails. They’ll open them, but three months later, like they’ll book a No-Sweat Intro and come in. Right. So just because they’re not ready, right, when they get into your funnel, it doesn’t mean they’re not ready. So really you’re doing yourself a disservice if you aren’t constantly following up with these people until you get a yes or a no. I want a yes or no. Personally I prefer yes, but I will take a no as well cause they tell me no.

Sherman :                                24:38                       Okay well I can scratch them off the list and I can move on to the next person that I can help.

Mateo:                                      24:44                       And so what kind of returns are you seeing from your paid advertising efforts? You know, what is your ROI been? How’s your membership grown? Talk to us a little bit about that.

Sherman :                                24:54                       So membership has grown. I don’t have exact numbers in front of me. I guess I should, but I do keep up with, you know, my ROI and that type of thing. Right. They are now, you know, I’ll just use last year, I’ll use what was August, September, October, November, right? So September, October, November, I was spending about $800 a month on Facebook ads. And in those three months we gained on average say 12 people. And that was, you know, that was on average about $11,000 in front end revenue. Right? So I was spending seven, I was spending 750 and then that was turning around and about $11,000 in front end revenue.

Sherman :                                25:35                       Because again, everyone that comes in, they’re not doing, you know, like we would require some personal training before we allowed them in our group. So some people it will come in and do a little personal training. They didn’t go to group. Some people that would come in and be like, Hey, I only want to do personal training. So you know, for us, everything sort of starts with personal training anyway. So that’s how we get our numbers. Our numbers are so high. So for me, um, you know, this year we bumped our ad spend up to about $1,200 a month. You know, so, and we’re seeing, you know, the, the benefits of that. And I think one of the, one of the main things I’ve learned is to, this is sort of a, trying to think of the right term is sort of a hit and miss game, right?

Sherman :                                26:13                       It’s not going just because you spend x amount of money per month, it doesn’t guarantee that it’s going to work. Right? You have to play with your ad, you have to get your, your copy right, you have to find the right picture. And sometimes one picture may work and it may be crushing it. Then all of a sudden, two weeks later, it may not be doing as well. Right? So that’s what you, you’re constantly sorta of with it, making it better. But I’ve seen a huge ROI on my, on my, uh, on my investment with, TwoBrain marketing and so I couldn’t be happier.

Mateo:                                      26:43                       And what do you attribute your success to? Like what’s been the key, I know you mentioned a little bit about staying vigilant and, and, and looking at your metrics on a regular basis, but what else is it just that you’ve been able to utilize the prescriptive model when you bring people in and give them the solution then those high ticket items or what do you think has been the key to your success?

Sherman :                                27:03                       So I think one of the, you know, one of the major cue cards or test has been, yes we’ve been able to get people in, but we really take the sales piece seriously, right? Like all of my coaches, no, I personally train them on the sales piece because the market, it may work, but if people are coming in and you can’t sell them and you know, some people don’t like the word sell, but everyone’s selling something and the people that don’t know, you know they’re in trouble. Right? Because you better believe that there’s other franchise type gyms out there that are absolutely selling. They’re trying to sign these people up. So, as are we, and I think one of our, one of our biggest pieces have been my coaches and myself. We really take the sales piece seriously. We read, we get together, we role play. We’re constantly trying to get better at that sales piece. Well, I think there were going to have to do a whole other call just for that man for sales training.

Mateo:                                      27:54                       I love it. All right, Sherman. Well that’s all I got. Thanks so much for coming on here. And, uh, where can people find you if they want to talk to you more on social media?

Sherman :                                28:03                       They can simply email meSherman@twobrainbusiness.com.

Mateo:                                      28:10                       Awesome, man. Thank you.


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.

Thanks for Listening!

To share your thoughts:


To help out the show:

  • Leave an honest review on iTunes. Your ratings and reviews really help and I read each one.
  • Subscribe on iTunes.