TwoBrain Marketing Episode 4: Joleen and Leighton Bingham

TwoBrain Marketing Episode 4: Joleen and Leighton Bingham


Today we are joined by Joleen and Leighton Bingham of Thirteen Stripes CrossFit. Joleen and Leighton purchased their gym in 2016 just a week after their son was born! With only 69 members total when they first bought the gym, Joleen and Leighton have grown Thirteen Stripes into a wildly successful gym. Listen in as we discuss how they got their start, how Two-Brain has helped them grow, and their plans for the future!


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 Joleen and Leighton:



1:35 – Introduction to Joleen and Leighton

4:15 – What is it like to buy a CrossFit gym?

6:57 – The importance of realizing that you need help!

8:43 – How has Thirteen Stripes changes since gaining help from Two-Brain

13:35 – What does Thirteen Stripes sell to their clients other than the CrossFit Gym Experience

18:06 – How to disseminate your clients goals to the rest of your staff effectively

20:11 – How paid advertising has helped Thirteen Stripes grow

28:28 – The statistics behind paid advertising and the returns generated

30:45 – The key to success in growing a successful CrossFit Gym

36:34 – How to contact Joleen and Leighton


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

Chris:                                         00:26                       This episode is brought to you by InciteTax. Incitetax is founded by John Briggs, a crossfitter, great big tall guy with a fantastic sense of humor and John is like a coach for your books. These guys are not just pencil pushing number crunchers. These guys will actually help you get towards your perfect day. If you’re a member of our Growth stage part of the mentoring program, you’re familiar with John’s videos on 10-99 versus W-2 contractors. See John used to work for the IRS. He’s seeing the other side of labor law and he knows exactly where the line is drawn. Don’t believe everything you read, but on the tax side, John can actually help you plan to take home more money every year and save more money on taxes because John is a certified profit first accountant. If you’ve listened to this podcast before, you know that I’m a big fan of Mike Michalowicz’ . profit first system and John at InciteTax and his staff can help you plan backwards from profit to get to where you need to go. It’s helped members of the Two-Brain family buy houses in the first year that they’ve implemented profit. First. It’s helped people save more money, take home more money and make the business do what it’s supposed to do, which is pay you.

Mateo:                                      01:34                       Hello and welcome to the Two-Brain marketing podcast. I’m your host, Mateo Lopez. I am one of the digital marketing mentors at Two-Brain business. Thanks for tuning in. This is going to be your weekly dose of Digital Marketing Magic. We’re talking about different marketing strategies, campaigns and hear from other Two-Brain clients and see what they’re, what they’re doing out on the Internet to grow their business. In today’s episode, we are very special guests, two very special guests. We have Leighton and Joleen Bingham from 13 Stripes Crossfit. And I’m really excited because both these two have been with Two-Brain for a while, but also one of the first people to go through the Two-Brain marketing addition to the, to the incubator program. And so I’m excited to catch up with these two and just see what we can learn about their business and and, and how they market and and all that fun stuff. So hello you two. So for, you’ve been on various videos I think before some people may who have been around for awhile at Two-Brain may know your story, but for those who don’t, tell us a little about you too and your, your gym, Your Business. How long have you been open and let’s start there. Go ahead.

Leighton:                                 02:55                       So we purchase the gym in June of 2016, about a week and a half after our son was born. So it was kind of a whirlwind experience. We had absolutely no idea what we were doing. We were lost. We just thought it would be fun though to have. We thought it would be fun to own a gym, I should say. I kind of came along for the ride. We literally had absolutely no idea we were doing, when we started, the gym was kind of on the downhill slope. There was a manager in place who had no clue what he was doing either. A lot of people had left the gym and we took over it in June and then realized after a few months that we really had no clue. So I started looking around for ways to kind of help us and stumbled across Two-Brain. And I remember taking the, the first call with Chris sitting on the floor of our massage room.

Joleen:                                      03:47                       We had somebody covering a class for late cause at that point he was coaching all the classes, maybe one or two he wasn’t coaching all week. Somebody covered a class that he could jump on the call with Chris Cooper. At that point it was a little bit hectic. He missed about the first two weeks of our son’s life because he took over coaching everything right about the time that he was born. So that’s kind of our, our backstory of how they came to Two-Brain.

Mateo:                                      04:20                       Tell us a little about the expense of buying an existing gym.

Leighton:                                 04:36                       We were working out in the gym for a couple of years, the owner, he said, hey, what do you think?I think I want to sell the gym. And I said, hey, how much do you want?. Want to see some profit and loss statements, what have you, and he shot us a number and at that time we had no idea how to value a business. They have, I want to say there was what, 79 members total, 69 members total. There was about $7,800 in revenue total a month. And our ARM was at $67 the day we started Two-Brain or going through the incubator. So going through the process of buying the business, we were trying to get the numbers out. I’m trying to get some numbers and we couldn’t get anything solid. So when it went ahead and like, okay, maybe we could make this work. So we got everything signed, we went to the lawyers, made sure everything was legit, and then kind of dove in.

Joleen:                                      05:48                       There were not enough numbers. We couldn’t even get a business loan. It was pretty bad. We couldn’t even get a business loan to purchase the business because he couldn’t produce finances for somebody to give a business loan and say that it would be a sound investment. Now we know, obviously that’s a red flag. We didn’t know that at that point. So we were lucky enough that we were able to purchase it outright. But um, it was in pretty bad shape at that point. Yeah. Um, so I would say anybody who wants to buy a gym, make sure you talk to an attorney. You’ve looked at the accounting, you’ve gone to their accountants. I’m definitely don’t do it the way that we did it. But you should be able to get business bank statements and see where the money’s going.

Joleen:                                      06:30                       He was using it as a personal and business bank account. It was one joint one.

Mateo:                                      06:35                       Got It. Yeah. Okay. That’s great. I love that. Yeah. Words of caution. Talk to a lawyer. Yeah. One step to make sure you can see a record, right. Of money being moved around, purchases being made. I love it. Great. So, so you, you talked a little about you, you’ve got this business, didn’t really know what you were doing, just thought would be awesome or it would be fun. You purchase the business, started getting your hands dirty and realize, oh man, something, uh, we gotta we gotta we gotta talk to somebody or fix it. Yeah. What was that moment? What was that like? I don’t want to say oh shit moment, but that, that moment of like, oh, well what did we just get ourselves into?

Leighton:                                 07:22                       Yeah. So we were, obviously, we had purchased the business and then it was like, well, how are we going to pay for everything? Um, and how do we get new people and how do we not lose any more people than the guy before us lost? I was like, or how do we get all those people back? You know, what do we really do? Um, that was kind of the end. I’m going to give a hundred percent credit to my wife because had she not had the fortitude to just continually tried to talk me into talking to Chris at Two-Brain, I wouldn’t have done it. I mean, I have an amazing Fran time. So

Mateo:                                      08:05                       yeah, I think that’s a, that’s a lesson. I think a lot of us learn the hard way too. It’s like, yeah, I love this thing. Everyone should love it as much as I do. Yes. And it’s going to take care of itself. Yeah.

Joleen:                                      08:19                       Everybody wants to compete. Like we, you know, that was the original thing. Like everybody wants to be a competitor, but that’s not,

Leighton:                                 08:25                       yeah. If I make it to the games, everybody will just come in droves to the gym. Right. No, that’s the .01%.

Mateo:                                      08:32                       And so we’ve, I know, like I said before, some people may have heard this, this part, uh, Joleen’s especially talking about this maybe in other videos and things like that, but how, how has your business changed since joining Two-Brain in implementing some of the things you learn in the incubator?

Joleen:                                      08:49                       I’ll start with the backend stuff. So we actually have systems, we have things written down so that if we’re not there, they don’t have to call us. And if they do call us, we tell them to either go look in the binder or politely ignore them until they go look, that’s the point I’m at right now. But just a much better organization in the back, a social media strategy, you know, uh, the presence to know that we need to make a shift in the people who we are looking for in the gym and to know that you can’t, you can’t do everything yourself. Yeah. That we needed to hire people. We, we were running it basically the two of us, no staff, no other coaches except for here and there. And we’ve done a lot of that. Um, obviously the numbers have changed significantly because of that, about the sales process. That’s all changed from when we started. It was just get people in the door. I don’t care what they pay, you know, come to a free class in all of our coaches were just giving out free training and say, okay, yeah, everybody wants to help everybody. But why when we can, you know, have everybody have the same exact experience and know, be still sliding or anybody gets more training than one or the other kind of.

Joleen:                                      10:04                       Well, and actually to add to that almost I would say about 70% of the gym had a discount of some kind so Leighton and I actually had to physically talk to each person because discounts were so big that we decided that an email wasn’t going to be able to, we had to have those face to face. I should say he did. Um, he, he’s a hard conversation person.

Leighton:                                 10:26                       Yeah. 67 conversations individually, every single client. It was a two month process.

Mateo:                                      10:34                       Yeah. That, uh, that rate conversation is never an easy one to have. And so tell me a little bit more about, you were doing everything yourselves. How long did it take before you were able to get to this point where you have a staff manual, you have processes, you have a way to direct people to say, Hey, this is how you open the gym, this is how you coach the class. If the, if the sink breaks, don’t call me because it’s in the manual already. How long did it take and what was that process like?

Joleen:                                      11:06                       I would say it took a while for, I think both of us to get on the same page. And I think that’s where it, it’s hard when you own a gym of somebody else, he would be focused on one thing and I would be focused on something else. And it wasn’t until we kind of had a moment with our mentor who said, look, you gotta stop stepping on each other’s toes and just do your part of it. So it took at least a year for us to come to that realization that we weren’t fighting each other and it was kind of a, uh, he should be doing one thing. I should be doing another thing, type of thing to get all of those up. And the staff, the SOP, that’s to find something that they can do. I write a new one because I don’t want them to bother me all the time. Not that I don’t like our staff, I love them. They’re some of them, as hard as it is, some of them are friends, so it’s kind of a strange boundary, but it took a while and then getting a hold of the actual marketing cart wasn’t until we started talking to, do free marketing. And I believe I was one of the original ones who sent that like, I want to do this. I told Leighton. Then he was like, okay, whatever.

Mateo:                                      12:10                       So yeah, I, I think that that’s a really important point though, that you just made where there’s a lot of places where you can learn more about how to run a business. A lot of places where you can find the book or a course or someone, a tutorial on how to run some ads. But I think having that mentor and having mentorship and someone to coach you say, Hey, no, you’re stepping on each other’s toes or hey, the focus is not aligned. Or Hey, like we need to circle up. Having that person to hold you accountable. And I know when I went through the incubator, holding me accountable, I think was critical to my success. Do you find that that was the same for you?

Joleen:                                      12:50                       I do. And I think having those action steps, I think that was something that definitely for me, I need to see, you know, this is what you need to be doing. These are the things you need to take on. Um, I’m a list person and a deadline person. So that’s what I like. And I think one of the things is actually really helped us make a lot progress even in the past few months is we have separate mentors now within Two-Brain. Yep. So both of us are actually getting that mentoring and I think it’s kind of doubled our progress at this point. Yeah. And I never even thought that. I don’t even know why. My brain didn’t go there to say, hey, why don’t we get another mentor? You focus on yours. I focused on mine. Um, but people who work or who own a gym with somebody else, I would even suggest something like that.

Mateo:                                      13:30                       that’s awesome. That’s amazing. And so now that you’ve kind of evolved, your business has changed. You have a staff in place, in your words, what do you sell and how do you sell it?

Leighton:                                 13:43                       We sell, we sell a way to help people get their goals, uh, make their goals. You know, rather they want to be healthy. They want to make basic gains, whatever he wants to make. Everybody wants to know. We’re really just selling the lifestyle. It’s a, it’s crazy. Uh, and how, how do we sell it? Well, so right now I’m currently doing all the No-Sweat intros, we’re training somebody, but we always seek the help first approach. You know, there’s so many, so many things out there, you can, you know, anybody can sit in an office and say, okay, you know, here’s our six week challenge. You know, it can take nutrition, contains personal training and it contains group classes. Well, but how does that help anybody? And that’s the, I think that’s the most important component that anybody’s missing. If you don’t know exactly what you’re selling and you can deliver it to whoever you’re talking to as a help first approach.

Leighton:                                 14:39                       Like, you know, how’s nutrition going to help this person get to their goal of gaining 10 pounds? Or how’s it going to help them get to the goal of losing 50, then you shouldn’t it to them. We always go with nutrition and PT first regardless of what we have on the marketing. Um, because through personal training, it’s a completely customized program to that person. And so was our nutrition. No, we have two different, two different levels: one that takes a ton of, that has a ton of accountability. One that has a little bit less. Um, but regardless, you’re getting the same service. So that’s kind of kind of how we do it.

Joleen:                                      15:19                       Yeah. And I think what since we switched to that approach we didn’t have any personal training clients, I was one of our biggest struggles, um, even up to several months ago before we started actually basically before I turned over the marketing to Leighton. But once he got ahold of it, that’s when we started making the shift. And because it wasn’t my passion, it wasn’t my perfect day. Uh, so I think with him, he’s been able to really emotionally reach people, which is strange for me to say, but he can connect with what is, what’s their pain point or what’s the thing that is going to drive them to make a change. So whether it’s getting in shape for a wedding or they have kids and they can’t play with their kids, um, he’s been able to really find that for people and you help with it.

Leighton:                                 16:07                       And that’s what this was really, I think for us is just drives our sales. And then on the backend, not only once you get those people in the door, making sure that, you know, all throughout your foundations you’re, you’re helping them continually just set goals. Um, that was one thing I think is going to continue to drive. Our LEG is about a year and six months, seven months. So it’s 572 days. Exactly. But just continually setting goals even, you know, even through the entire process and disseminating the information from me on the front end of the sales to the person that’s doing foundations from the foundations to the person that’s doing the personal training. And then when we sell personal training, you know, even though it may be a 90 day journey, we project out for six months, hey, this is how we’re gonna help you get your goal and not asking, okay, do you know, do you want to continue just automatically assuming, you know, this is how we’re going to, we’re going to help you and this is, this is what we want to do. Cause I think the minute you take the assumption out of there is when you see your biggest drop off of people just leaving. So that’s Kinda, that’s Kinda it.

Mateo:                                      17:21                       Yeah. It’s, I mean it sounds like there’s a lot of stuff in there. It sounds like one of the key components to your sales process and I think any successful and good sales process is being able to tie the feature of your service or benefit of your service to their goals or their pain point. It’s kind of what you touched upon. It’s yeah, this thing we offer nutrition yet this thing we offer personal training, but being able to tie that benefit to your other program, to the prospect’s goal, to the challenges they’re facing, how that benefits can help them overcome their pain point, I think is key. I think that’s, I think that’s what you were touching on just a few a few minutes ago, which is awesome. I think that’s critical. How do you, when you understand someone’s goals and if you’re doing a lot of the sales, how do you disseminate that to your staff? How do you make sure that message about that client gets to, to the, to the staff members who are actually gonna fulfill all of the coaching.

Leighton:                                 18:19                       So, so after, yeah, so after the, after the No-Sweat intro, we signed the client. I assign it to the person I think fits best with their personality. And then I just have a brief with them, you know, hey, you know, this person has a bum shoulder or this person, you know, has a wedding three months and you know, this is really what they want to do. But even though I do that, I tell them, I still want you to do a goal setting session and I still, or the personal training, I still want you to do a goal setting session or the nutrition and then we’re going to do it. If you’re getting a hundred percent accountability for nutrition, we’re going to do one every single month.

Mateo:                                      18:59                       Oh, do you do it in like an email to them or do you do that in your staff meetings?

Joleen:                                      19:06                       So for the staff, that’s more of a conversation. Yeah.

Leighton:                                 19:09                       Yes, it’s more of an in person conference. Yeah.

Joleen:                                      19:12                       We actually use a software package. It’s a computer program. Sorry. Where we keep track of their goals. So the GM who is going to be running our second location is actually starting to do some goal setting sessions. So keeping track of those goals so that everybody can access them and have that visible to anybody so that if you know she does move or for whatever reason a coach does leave, we have a record of everybody’s goals and we can assign another coach to that.

Leighton:                                 19:41                       Yeah. So essentially to improve upon my process would be to write everything down and just, you know, that way I don’t have to have the in person conversation cause meeting with somebody isn’t always going to be but having it written down.

Mateo:                                      19:54                       Awesome. So, okay cool. So you have, you have your in person meetings with your staff to debrief them and then you also, it’s in your process for your staff to also sit down with the client when they’re going to work with them and make sure they get, get it from them. And hear their story from them. Awesome. Cool. And so how has your business changed since using paid advertising? And some of the strategies we teach Two-Brain marketing?

Joleen:                                      20:19                       Uh, well we had zero personal training clients before. I might wait, am I going to say zero? We had one personal training client who was sporadic from um, it was a high school student who would come in and work with a former teacher. So that was pretty much all we had. Yeah. So we’ve definitely increased our personal training clients significantly. We have added the fact that we’re having a GM now, um, to do that we are adding other nutrition because we need a second one and we’ve added several more coaches are actually interviewing another coach to possibly move into another full time person tomorrow, tomorrow. So basically it has increased our revenue significantly. Sure. We’re almost double at this point. Maybe not quite double yet, but we’re almost doubled from when we started just with the marketing and the ARM is almost 200 it’s up almost$140. I have to double check the numbers for this one. But just from adding the personal training, adding the nutrition so that everybody’s coming in now doing that nutrition before the whole sales process. It was more people would come in and just do our foundations and then go to group classes. So this is added a whole nother component of revenue for us that wasn’t there

Leighton:                                 21:38                       at all. Yeah. And I think with paid advertising, the, the one of the biggest benefits is we can target exactly who we want to come to the door. I say exactly, but we want a certain clientele that meshes well with all of our other clientele. So our audience isn’t 19-20 year old people really start coming into cliques. Yeah. They can’t afford us. And then you’re like, okay, well sorry,

Mateo:                                      22:06                       Walk us through your process. How do you set up a campaign when, when you say going to turn one on and then what happens once you yeah. Talk to talk to us about the buildout, what happens after the ads are on and then, uh, a little bit about your introsales process.

Leighton:                                 22:21                       So typically to build out a campaign, what we, what we do is I go, I do a lot of analytics. So I try to see where were we have a deficit in the gym. Um, you know, if we’re, if we have a lot of 35 to 39 people want to try to fill it up with a little bit older or younger depending on, you know, what clients best fit and then what, what really what we’re really drive the campaign is what, what keywords people are searching for right now. No a summer slim down or you know, check the six week challenge is a big one for a while or the 90 day journey. So what really people kind of want or they’re looking for and then picking a picture to match because a picture says a thousand words, but it’s really true marketing with older females.

Leighton:                                 23:16                       You don’t want, I call it the mid workout face, you, you don’t want people really struck, show people struggling. You want to see happy faces. That actually drives a hundred percent more people than anything else. And then when I choose to switch the campaigns would be when our leads or cost per click, um, gets up upwards of $15, $20 cost per click. So, or we’re receivingone, maybe two leads every single day. So when our return on investment is starting to drop or it’s costing me more to bring one client in , then we’re going to invest that in total. So yeah.

Mateo:                                      24:00                       Got It. Okay, cool. So yeah, I mean I think, I think something you said is so true. I think the creative is making sure that the message and media matches the audience spending some time and some money testing, certain piece of ad creative can really pay dividends in the long run. Uh, it was just something I spent a lot of time doing. It sounds like, I know you spent a lot of time doing as well. And then once someone does inquire for your service, maybe they see an ad, maybe they, they find you on your website, what happens?

Joleen:                                      24:38                       So we have them set up for the No-Sweat intro. They’ll come in through the No-Sweat Intro, they’ll sit down and before they’ll schedule it if they don’t schedule it, we have automatic emails that continue to send it out. They have a call to action. Thank you. Yep. a call to action. In all of the emails that go out to them for at least two weeks, there is approximately seven emails that they’ll get with a call to action. If they do schedule a No-Sweat intro, they get immediately texted or sent an email. We’re not at the place currently where we can immediately call everybody, but that would be ideal is if we could immediately call the day before the appointment. They are sending a point reminder. We had to make some tweaks. For whatever reason, Google maps doesn’t come to our address correctly. So we’ve had to actually, and we’ve through trial and error had to start sending them links to other maps to get there.

Joleen:                                      25:31                       And that’s, that’s where I stop. It’s actually interesting because we actually split the lead nurture up currently. So I do up until the point that it’s about a day before the appointment and then Leightontakes over so that they know who they’re going to talk to. One of the things we’re actually just noticing as we put our GM on the calendar for No-Sweatintro sometimes and they have the choice to choose between Leighton or her. They’re all choosing the book with her because it’s a female name. So when the availabilities there, and that’s one thing that we noticed is that having that female presence seems to be a lot more comforting for them. So when they get to that day before the notice, he calls and he will, he video texts that gets sent if he doesn’t get a call is actually me, because then it’s a female, which we found was less, I don’t want to say threatening, but less intimidating to them. Um, and they were more likely to text back if it was a video from me. And if the video came from our personal phones, not from say uplaunch or whatever other CRM system you’re using, they were more likely to text back if they had an iPhone and it was a blue, like a blue message

Leighton:                                 26:44                       that came through. Um, it’s just those little things that we’ve kind of started to tweak a little bit. So at that point he takes over and then does, yeah. So, uh, I take over if I don’t get a text back or a call back the night before at 8:00 PM, we actually cancel them out. We just cancel our appointments. I’ve only had one person show up in the last, I want to see what, six months, at least six months that we cancel it out. And that’s because she gave us a bogus phone number. So she showed up and she’s still spent $1,200. Yeah. Um, and yeah, it was awesome. But anyways, um, so everybody else, they just, they just don’t show up. I actually even canceled out the wrong person one time and they still showed up, but I put them back in.

Leighton:                                 27:27                       But anyways, so we cancel them out so more people can book. And then fast forward to the day of, what I actually do in the morning is I get an email from my phone with the uh, appointment reminders on it. And then I just go down and text every single person, say, hey, this is Leighton from 13 stripes. You know, I had, I still have you on my calendar for x time. I just want to know if you still need directions to our location, I’m excited to meet you. And then if they don’t, if they don’t text back or show up or they open the message and read it and don’t reply, we cancel them out and just don’t show that way. One, we’re not wasting our time to possibly somebody could fill that time slot if it’s within six hours. Yeah, we have a six hour booking window for appointments.

Mateo:                                      28:12                       Awesome. So yeah, it sounds like you got that confirmation process down , so you’re protecting your time and you know, it just frees up that time to more inquiries and more sales or someone else can take that spot, which is awesome. In so on average, how much are you spending per month on paid ads?

Leighton:                                 28:30                       I don’t know. I don’t know. Right. Well, right now we’re spending about $50 $50 a day for, um, our main campaign and then $25 a day for our awareness for the second gym. So 3,504 is that right? No, 2100 for one and then 2100 a month total.

Mateo:                                      28:54                       And on average, how much front end sales are you bringing in

Leighton:                                 28:57                       about, let’s see, 37 37 on a, on a low month and 5,000 I’m sorry to get about how much it costs versus whatever. Yeah, so like 5,000 our best month was almost 9,000. Yeah.

Mateo:                                      29:17                       Wow, that’s awesome. So strangely enough, our best month was December. Oh Wow. Yeah, it’s usually a slow one. That’s great. So, and so how are you, has this, has this helped you, you know, in, in the process of, you know, opening the new facility and thinking about expanding?

Leighton:                                 29:35                       Most definitely. Yeah. Yup. So right now we’re running awareness campaigns. We actually are going start the

Joleen:                                      29:42                       founder’s Club campaign tomorrow now that we have the space. We got the keys to our second location yesterday. Um, so we can start doing the no sweat intros. Um, so that that should be tomorrow or Sunday at the absolute latest for the founder’s club. Before that, I honestly not even sure how we would gone about opening. I obviously like work talking to people being out in the community, but how do you reach the 50,000 people that are within three miles, you know, even if only half of them are on Facebook or on other social media platforms, how do you reach that many people that there’s not really a better way to do it?

Leighton:                                 30:16                       Yeah. And relying on your, your people for word of mouth. Organic marketing isn’t enough. Yes. If it works, it doesn’t, if you’re wanting to open a second location or even hit revenue goals for your first location is not enough.

Mateo:                                      30:31                       And so going from buying this gym, not really knowing what to expect, coaching all of the classes, wearing all the hats and then getting to this point where your business is profitable, enough to sustain you, your family and your, your staff and profitable enough to fund and fuel and open a second location. What do you think has been the key to your success?

Joleen:                                      30:59                       Mentoring. Listening to our mentors and acting on what they tell us to do and then not fighting against each other, but working with each other. We still struggle with that sometimes. Sometimes I feel like our mentors feel like they might be marriage counselors too. I think you just taking action. I mean, you can have all the great ideas in the world, but until you do them, you know, and I’m, I just like everybody else. I get nervous, like making phone calls sometimes to people. I don’t know. It makes me a little nervous, but, um, it’s something you just have to, to do, you know, we were both working, being full time jobs in addition to running the gym and within the next three months the gyms will be our full time jobs or both of us.

Mateo:                                      31:44                       Can you, because I feel like a lot of people are going to say, like I’ve interviewed a few people are saying yeah, mentorship. But can you give us an example of a time in which you, maybe we’re faced with a task and you might not have taken action, had it not been for your mentor or a time where they pushed you over the edge to be able to get what needs happen done. You just had this call.

Leighton:                                 32:10                       Yeah. So, uh, since, uh, Two-Brain brought on the tinker group, I’m part of it and it’s exponentially helped me grow as hard headed I am and listening to anybody else, um, it’s tough for me to do, but God blessing me. God bless Jeff Smith and putting up with my calls. He’s helped me immensely. Yesterday, I had a call with him. And like finances for us is a big thing. I mean, for anybody that’s a big but taking very different approaches, right? She likes to save, I like to spend, right. But I like to save and it’s been, so helping him, helping me have the conversation and to articulate it to Joleen was, it was the biggest thing. Um, and it was almost groundbreaking that it looks is so much stress instantly off of me. So yeah. And another one was actually sitting down and meet, taking hold of, I’m not saying hold of, but just like going through all the money we spend with both our personal and business and setting up a budget.

Leighton:                                 33:17                       I’m sure everybody says, Hey, I know how much money I spend. I know how much money has been, but do you, do you really? And how much are you budgeting for? You know, how much is in your operating account? How much is your spending account? Are you, you know, just emptying every single account. You have to go in on the next big thing. And I’ll do that and she’s alone and she won’t do that. But luckily to the mentorship, I’ve stopped doing that and recognizing, you know that I just need one that I just need know, focusing on. Just stop trying to do that. So I like to take on a lot of projects, especially when the pressure’s on and helping having the mentor, they’re saying, Yo, you just need to focus. That’s it. Focus on doing what, what’s you’re supposed to do and do it too. You’re a hundred percent potential has really helped.

Joleen:                                      34:10                       So I’m going to add to that because I told him exactly the same thing earlier in the day, like my words in a text to him where you just need to stop. And so guess what? It didn’t sink at all. Not at all. So he came home or we talked later in the day and he said, he told me just the focus. You’re like, did I told you that? I told you that? How come when I say it? It doesn’t matter. It does it you all here. But if someone else says it, yeah, I think that’s been a big one for us as he can tell me something and I can tell him something, but have been somebody, an outside person who’s been there and who’s been through that say, look, this is what has worked for me. This is not what is works for me. You know, this, these are the steps to help you get there.

Joleen:                                      34:56                       So for me, one of the biggest things is calling people on the phone, talking to people. And basically, you know, I just have to do it. I just have to take that first step, stop procrastinating. I’ve got a book that my mentor recommended and just started to take those steps because I know the next time I have a call with him, he’s going to say, hey, did you do that? And I don’t want to be the one who says no, why not? Cause I did. Because then it’s in the notes that he takes to that. I did it, do it. So I think having somebody to keep you accountable, especially if you’re a rule follower, which I am. So he’s not. Um, but I, yeah, so

Mateo:                                      35:38                       yeah, I think that’s so true. And so, all right, well I want to thank you both for hopping on. I think that, yeah, I think we talked about a lot of really important stuff, just one having a sales process valid in that solution focus that’s prescriptive and that like you said, helped, helps first and, and his uh, in line with what problems your prospective clients are looking to solve. And I think another one is being diligent over your, your, your, your money and looking at your ad spend and, and tracking those numbers and, and then also having someone to hold you accountable to these tasks that you’re sending out for yourself as you’re trying to grow and take your business to the next level and open the new location and conquer the world. So when I find you, you know, late last year hopping on my team, you’re starting to, you’re going to be available to help others as they go through the Two-Brain marketing course. So where can people find you if they want to, they want to chat and learn more or drop in at 13 stripes.

Joleen:                                      36:39                       So our website has a ton of information about it and for us, all of our contact information’s on our website, Facebook, Instagram, email, all of that easiest way to reach us. We are in the process of changing the email address on the website, but right now it comes to me so they would reach me directly. Um, we’re turning that over to an Admin as part of our whole price. Yeah, that was actually one of my tasks my mentor gave me. So that’s how they can get me, Leighton,

Mateo:                                      37:41                       Awesome. Well thank you both for joining me today. I’m excited to see some pictures and videos of the new space.

Leighton:                                 37:47                       Good. Yeah, hopefully very soon.

Chris:                                         37:49                       Hey everyone. Chris Cooper here. I’m really thrilled to see you this year in June in Chicago at the 2019 Two-Brains summit. Every year we have two separate speaking tracks is one for you, the business owner and there’s one for coaches that will help them make better, longer, more meaningful careers under the umbrella of your business. This year we’ve got some pretty amazing topics like the client success manager, how to change your life organizational culture or the business owner’s life cycle, how to have breaks, how they have vacations, how to help your marriage survive, owning a business and motivation and leadership. How to convert more clients, how to create a GM position that runs your gym for you and leaves you free to grow your business. How to start a business owner’s group in your community. And more point here is to do the right thing that will help gym owners create better businesses that will last them for the long term, 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 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.

Mateo:                                      39:17                       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 like to that episode. Share with a friend and if you haven’t already, please write us a review and rate us on how what you think. If you hated it, let us know. If you loved it even better.


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

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

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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’ 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 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

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!

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How To Sabotage Yourself

How To Sabotage Yourself

Who’s your greatest enemy?


For most entrepreneurs, it’s themself.


Your progress is probably being limited by your own bad habits.

1. You’re displaying your prices without context.
Maybe you’re listing 12 options on your website, or maybe you have a big sign in your gym.
People don’t understand your rates. They DO understand their goals. During your NSI, determine what they want and what they’ll have to do to get it. Then pull out your sales binder (we’ll build it with you in the Incubator) and show them THE option.
Not a buffet.
The answer.

2. You’re placing YOUR budget on your clients.

If you’ve ever posted something on Facebook like this: “For the price of a daily latte, you could join a CrossFit gym…” you’re guilty. And so am I.
The people who can pay for CrossFit gyms, or personal training, or nutrition coaching can ALSO pay for lattes. They’re not choosing between one or the other, or calculating their daily spend down to the quarter. But you are.
When I was selling Personal Training in 2005, I couldn’t afford a Personal Trainer myself. That meant I never asked clients for money, and often got paid late. I thought “These people can’t pay more–they have to clothe their kids!” because that’s how MY budget worked. But their kids looked just fine.

3. You’re attacking other businesses instead of building your own.
The danger of wrestling with a pig is that you’ll get dirty, and the pig likes it.
You can’t build your business by attacking someone else.
People are smart. You’re not the only one who sees their dirty business. And people are attracted to positive people. Be grateful that you have a flawed competitor.
Then make your clients and your team famous, instead of shining your spotlight on the bad guys.

4. You’re trying to do too many things today.
You can’t build a new website while you’re raising rates and designing a t-shirt and coaching classes.
You probably won’t finish any of them, and none that you DO finish will be your best work.
The Incubator is a step-by-step process for this reason: Step 2 builds on Step 1. Step 2 does not compete for your attention with Step 1. That’s why it’s called Step 2. We don’t dump 30 Step 1s on you at once.

5. You’re not having enough conversations face-to-face.
You’re trying to interpret emails. You’re getting distracted by texts. You’re thinking of comebacks instead of caring about people.
Be quick to level up a conversation. Here’s the hierarchy of communication:
Face-to-face, in person is best
Face-to-face over video is better than the phone
The phone is better than text
Text is better than email
Email is better than nothing.

If you have to have a hard conversation, do it in person. Here’s your step-by-step guide.

6. You’re sending the wrong message.

You don’t look like your ideal client.
You don’t sound like your ideal client.
You don’t dress like you can afford your own prices.
Remember: the key to belonging–and therefore sales, marketing and retention–is social proof. “People like us do things like this” is both an inclusive and an exclusive term. When future clients see profiles of your clients who are very different from themselves, they think “People like me don’t do things like that.” It’s not about the Games; it’s about your signals. It’s never a mistake to be the best-dressed in the room.
We all think everyone can read our intentions and understand our thoughts. No one can. Make them easy to read.

As I was writing this, I was chatting in our private Facebook group about the list. Several members of the TwoBrain family chimed in with their own self-sabotaging mistakes. My friend Ben wrote:

“1) procrastination
2) success
3) sleeping with members
4) no mentor
5) no love for what we do.

I’ve been guilty of the first 4.”

We’ve all been guilty of at least one mistake on that list. But none of us are guilty of #5. Let’s get what we deserve. Let’s get out of our own way.

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!

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TwoBrain Marketing Episode 1: Sherman Merricks

TwoBrain Marketing Episode 1: Sherman Merricks

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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

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


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How to Limit Your Financial Downside with Facebook Ads

Before you decide to launch Facebook ads for your business or your program, there are a few things you need to consider.  First and foremost- you need to establish a proof of concept.  
Here’s an example – you are a gym owner who wants to build some additional revenue streams for your business.  You know there is a large population in town of people over the age of 50, so you decide to create a “Legends” or “Fit Over 50” program.  You want to use Facebook ads to sell the enrollments for this program.
Using ads at this point in the process would be immature. You need to first see if people in your network will buy this “Fit Over 50” service.  If you can’t sell someone who walks into your gym on that program, then the chances of you selling it to complete strangers on the internet is close to zero.
Even after you sell 5 people into your new program, you need to iterate on the service to make sure it consistently yields the results that you promise.
Only AFTER you establish that your program works and that there is demand (meaning you’ve been able to sell it without the aid of paid advertising), you can begin to make some hypotheses on how to increase sales with Facebook.
At this point, you’ll need to make some educated guesses on the types of campaigns you want to run.  Form a hypothesis on the message, the media, and the market.  Meaning, you’ll need to make a few guesses on what combination of ad copy and imagery will resonate with the audience that you want to target, but you should have some preliminary data with which to start out.  If you’ve been able to successfully sell your program without paid advertising, then you’ve interacted with your potential clients, you know a little bit about their challenges and what problems they are looking to solve.
After you’ve made your message, media, and market hypothesis and you are ready to build out your ads, you can make an investment in Facebook ads.  You do, however, need to treat it exactly as such, an INVESTMENT.  You need to establish a test-budget and be completely ok with losing all of it.
The last thing you should do is put your last $1,000 worth of savings on a campaign to try and resuscitate your business.
When advertising on Facebook, I always assume that I could lose 100% of the money I put in.  If you are looking to get started with online ads, look at your business’ cash-flows and determine the amount you can safely risk testing on your ads each month.  When you assume that risk, you remove the emotion from the process.
The worst investors bet their money on things that they NEED to work. When you establish your test budget, you are identifying your hard stop number and you limit your downside.  
Treat your ads like a professional investor. That’s how you set yourself up for success with Facebook.