The Two-Brain Wealth Map

The Two-Brain Wealth Map

In this series, I’ve been telling you how to solve any problem by breaking it down. Fitness coaches are good at this process, but business owners sometimes forget how to do it. And the overwhelming number of business books, ideas, podcasts and videos makes the path to wealth unclear.

But if you’re a fitness coach, you’re good at filtering out pseudoscience and crazy workout ideas to give your clients a clear path. I’m a business mentor, and I’m good at filtering out bad ideas and overwhelm to give my clients a clear path.

It’s taken us years and tens of thousands of one-on-one phone calls with entrepreneurs to do it, but we’ve mapped the path to wealth. Real wealth.

I wrote about the process of mapping the path here:

Mapping the Path to Wealth


First, we defined Point B: Wealth.

I wrote “What Is Wealth?” to give us clarity.

What Is Wealth?


Second, we assessed thousands of gym owners to determine Point A.

From 2012 to 2019, I personally took over 1,000 free calls and 3,000 paid calls with gym owners. As our team expanded, we took more: We now book over 275 calls per week with gym owners. And we do them all one-on-one with a mentor for an hour at a time.

Then we worked backward to map the path. As I showed you in this video, we asked, “What’s the halfway point to wealth?”

The halfway point to Wealth is Functional Retirement. Basically, it’s the point where your business pays for your lifestyle but doesn’t require you to be there. You have security with your money and freedom with your time.

Functional Retirement


Then we chopped up the journey even further. We asked, “What’s halfway to halfway?” and “What’s halfway between Functional Retirement and Legacy, fixing-the-world status?”

Well, halfway between Startup and Functional Retirement is the Breakeven Point, where your business pays for itself (but doesn’t really pay you yet).

And halfway between Functional Retirement and Legacy is Financial Independence, where your wealth grows on its own. Your money has babies. You get paid in your sleep.

The spaces between each of those achievements (Breakeven, Functional Retirement, Financial Independence and Legacy) are the phases of the Entrepreneurial Journey.

I named those four phases Founder Phase, Farmer Phase, Tinker Phase and Thief Phase.

Founder Phase: from 0 to Breakeven

Farmer Phase: from Breakeven to Functional Retirement

Tinker Phase: from Functional Retirement to Financial Independence

Thief Phase: from Financial Independence to Legacy.

(That last one means that your wealth creates opportunities for others after you’re gone.)

So the map looks like this:


Next, we have to break down all the steps necessary to get from one phase to another.

I wrote “Founder, Farmer, Tinker, Thief” to share those steps with everyone.

In our mentorship practice, we break those steps down into their smallest irreducible parts. That’s my superpower. There are actually 10 steps from the start of Founder Phase to the end of Farmer Phase—multiplied by 42 categories. Seriously—there are 420 things you have to do to achieve Functional Retirement. So now the map looks like this:



Then we built our service to move entrepreneurs from Startup to Wealth as expediently as possible.

Our Incubator program is a 12-week sprint from your starting point. We move fast. And then the Growth Stage program takes over to maintain momentum, continue development, reward victories and keep your eyes on the prize.

Our mentors help entrepreneurs move from one step to the next, with personal guidance and access to MasterClasses. Sometimes mentors can help gym owners skip a step or two. Sometimes we have to spend a few months on a single step. And the net result is that gym owners can often become wealthy in three years (it took me 12!).

You haven’t heard about a map to wealth anywhere else. There isn’t one.

No one else has done it.


Other Articles in This Series

How to Achieve Any Goal
How to Solve Any Problem in Fitness
How to Solve Any Problem in Business

Two-Brain Radio:Buying a Dying Gym With Bo Buser

Two-Brain Radio:Buying a Dying Gym With Bo Buser

Greg: 00:02 – Hey everyone. It’s Greg Strauch of Two-Brain Media. On this week’s episode, we talk to Bo Buser. Now, Bo didn’t start off the typical route of going through a gym, becoming a member, and then opening his own gym at one point and feeling like you could do better. But Bo bought into a business and bought the business and took over. But he has a story that may not be so typical when buying a business and realizing that it was marketed to him in a much better light than what was really going on under the hood. So we jump into buying into a business like this that is dying and the steps he took to get out of it and get the business into the right place so that it can move forward and do better and still remain OK.

Greg: 00:48 – Subscribe to Two-Brain Radio to hear the very best ideas, tips, and topics to move you and your business closer to wealth. Two-Brain Radio is brought to you by Two-Brain Business. We make gyms profitable. We’re going to bring you the very best tips, tactics interviews in the business world each week. To find out how we can help you create your Perfect Day, book a free call with a mentor at

Greg: 01:10 – We’d like to thank one of our amazing partners, Driven Nutrition. Have you ever been asked by your members or your staff what supplements to take, when to take them and where you should get them? How about the time it takes to put in the orders and making sure you have the right amount of supplements on hand? What about your profit margins on your supplements? Do you know what they are? Are they good, even? Your time is worth something, and ordering supplements isn’t worth your time. Driven Nutrition has solved this for you. They allow you to step aside and use preorders to send to your members for all supplement orders. That way you don’t have to have extra inventory on hand and it allows your members to order the supplements when needed. They’ve created an amazing on-boarding process for new businesses to allow for quick and easy understanding of what they have to offer and true profit margins that most other supplement companies promise but never deliver. This is why I personally use Driven Nutrition within my gym. Go to to become a Driven affiliate today.

Greg: 02:12 – All right. I’m another episode of Two-Brain Radio with Bo Buser. How are you sir.

Bo: 02:18 – I’m doing very well today. How about you?

Greg: 02:20 – I’m doing well. So you have an interesting story, but it’s really the story of a lot of gym owners that I’ve talked to that decide, hey, I want to buy into a gym. I’m thinking of buying into this gym or buying, taking it over. And things don’t always go as planned. So before we do that, let’s kind of talk about your background. What kind of started you into the fitness realm, and then eventually leading up to you wanting to buy a business?

Bo: 02:51 – Yeah. So I’d say like a lot of people, I’ve always had some sort of fitness in my background as something that I loved. I played soccer all the way through college, and then needed a new outlet once I was done playing competitive soccer and tried a handful of things. And the one that stuck best was CrossFit just cause it still had that competitive aspect to it. And so I dabbled with CrossFit just casually a little bit, and then after I, stopped working with my last job, I had more time and I was not traveling for work anymore and I got much more into it and realized that if I could do this professionally. I’d love to do that, be paid to do CrossFit every day. Whether that’s coaching or just working out with my own members. So it was meant to be a long-term goal to make CrossFit my job somehow. So I was going to grad school, getting my masters in business with a long-term plan of either starting or taking over a gym, figured that would take three or so years to find the right spot. And then an opportunity happened within three months of graduating. So I was kind of thrust into it, but I was really excited cause it was what I wanted to do and it was fairly good timing with school ending and just being ready to start a new chapter. And so I took the plunge.

Greg: 04:38 – So three months, I mean, you plan for three years, but three months into it, which is a much faster accelerated rate to going into either buying a business or starting a business. What was that like? I mean your mind shift had to change very quickly from, I mean, a three-year plan, 36 months, compared to three months. I mean, I could only imagine. How did you deal with that?

Bo: 05:04 – So I consulted with my best advisor, which is my dad and he was on board. He knew I could do it. And he was there to support me and help me make smart decisions as far as like financing the purchase would go. He’s got a financial background. So he was able to tell me what kind of price range I should be looking at, what makes sense. But as far as getting in the right mindset to be going from just a member and part-time coach to owner, I think I was just ready to get back into a routine and have a lot of projects to do, because grad school was not as tough as I was expecting, so I had a little more free time and I think I just needed a little bit more on my plate and I was excited. I had the energy to get back to doing something full time. And yeah, I think I was just ready to go. I don’t think there was too big of a preparation phase for me, I was just going to be looking or planning for a couple of years and the opportunity found me, so I was ready to go.

Greg: 06:36 – Excellent. So you were part time coaching and were you part time coaching at the gym that you purchased?

Bo: 06:42 – I actually was not.

Greg: 06:44 – OK. So you were coaching already at another gym, and doing that part-time coaching and taking on additional duties and stuff like that. And then how did you actually find this other gym then that was interested in possibly selling?

Bo: 07:01 – Yeah, so right when I finished grad school in December, this past December, I reached out to a handful of gyms in the area to see if they needed coaching or wanted extra coaching just with the goal of making some more connections, getting more experience and kind of learning as much about CrossFit business as I could. So I started coaching at two more gyms and within a month or so of coaching at one of the new gyms, their owner was contacted about my current gym being for sale. And they knew that my long-term goal was to do CrossFit on my own, have my own gym, and so they told me about the phone call or email, whatever they received, about the opportunity. And then I started looking into it.

Greg: 08:06 – Wow. That that usually doesn’t happen either, especially if you’re going into a gym and you’re coaching for a gym, usually, which is really great, that they were able to do that. But usually it doesn’t always go that route. It usually goes the route of they get a call and they’re not going to tell their coaches even if they know that they have long-term plans, cause they feel like, well, that will be direct competition with me. And all the other scenarios where it’s more of that fixed mindset compared to growth mindset. So it’s awesome that you had people that were willing to say, hey, here’s an opportunity. Even though you just basically started with us, here’s the opportunity to grow into what you really are passionate about. So that’s good. Now that you have this opportunity at hand, what were the steps that you guys took to actually, purchasing the business?

Bo: 08:55 – So, it started with, they kinda did a interview of me. Cause I think the previous owner who I purchased from was a long-time member and coached for a few years also. So they’re very attached to the community and wanting to make sure that the gym was going into good hands. So they actually interviewed me and I had a chance to ask them questions as well. But we got to know each other a little bit before any business-type talks happened. And then after that I spent a couple of weeks kind of undercover as a fake new member cause they weren’t advertising that they were selling the gym for private reasons. So I was a pretend new member just dropping in to classes, seeing if I liked the gym. And also doing a little bit of research on the community and just what type of feel the gym had. And then after that, there’s I guess the usual price negotiations, I guess I can’t say usual, this is my first time doing it, but what I assume would be the normal business negotiations of how much and what’s included. and that took a couple of weeks, I think, having lawyers on both sides look over the purchase agreement, and then after that signed some papers and the check and made the switch.

Greg: 10:49 – Wow. And that whole scenario took about, you said a couple weeks, so would you say like maybe six weeks from start to finish?

Bo: 10:57 – Yeah, that sounds close to right. I’m trying to think back exactly. I’d say there’s definitely two weeks where I was just pretending to be a member and then at least two weeks of getting all the legal stuff in place. And so there had to be a couple more weeks where we’re actually negotiating price and what’s included and all that kind of stuff. So I’d say at least six weeks from start to finish, maybe a couple of weeks longer.

Greg: 11:38 – OK. So, and I mean that is very quick. I mean we’ve had one of the mentors on Tammy Friedt who talked about her process and it was a much, much longer process. So it’s great that you were able to negotiate and everything and get through it so fast. Cause that is really quick, I mean, to buying any business, anybody out there listening, that is a very fast rate, which is great when you can do that. But doesn’t always happen that way. So those results aren’t always as typical as what I’ve seen. Now, did you decide, hey, I’m gonna buy this business outright and just pay cash. Did you decide to finance it and kind of have your dad help you with that? What was your decisions on actually, with the financial side of purchasing the business?

Bo: 12:26 – It was purchased all in cash. I’d done a good job saving up from previous job just cause I got to travel for work and all those expenses were paid. So I went straight up and purchased with cash. Just make it easy.

Greg: 12:46 – And now while you were a member, I mean you decided to pay with cash to buy the business, which means I’m guessing you were like, hey, everything is exactly the way I want it to be. And as a member, did you notice the gym, did it feel like it was a good atmosphere? Did everything seem like everything was firing all cylinders and everything was going great?

Bo: 13:10 – I would say yes. It seemed like a fairly put-together gym from what I saw. The atmosphere I got was that a lot of people were coming in to the gym because they like to see the people that they also knew would be there. Whereas some gyms are just a bunch of firebreathers there to work out I’d say this gym has a very good casual community, lots of different goals, but I’d say very few people on the competitive side of CrossFit. So a lot of people are there just to move each day or each day that they’re there. So everyone gets along well. There’s not a lot of, wouldn’t say any cliques that I’ve seen it at other gyms I’ve coached down or been at. As far as like the operations, I thought they were fairly smooth. Again, I’d never owned or managed a gym, so I didn’t know all the stuff that goes into running a gym, so I couldn’t say for sure that all that stuff was taken care of. But from what I’d seen coaching at other places, it looked like it was ready to go.

Greg: 14:41 – All right. So now that you’ve purchased the business, it is completely yours. Did they, I’m guessing they just did an announcement of that you were now going to be the new owner of the gym?

Bo: 14:52 – Yes. So it actually timed up with the, I can’t remember if it was in the last week of the Open or their like week after the Open closing party, but at a Friday Night Lights event, I came to be introduced as the new owner by the previous owner, which was a surprise to pretty much everybody and especially people that I had met and worked out alongside and thought I was just a new member. But yeah, it was a semi-emotional announcement from the previous owner to the Friday Night Lights, barbecue picnic group.

Greg: 15:47 – Gotcha. And overall, did it seem like people had an issue with it or do you feel like overall people were like, OK, like this is the next step?

Bo: 15:57 – So actually I guess there’s a little more background. The owner I purchased from actually purchased the gym from the original owner in early December, and then turned right around and sold to me for personal reasons in March. So I think it was a big shock to the members that it was changing hands again. But not in the sense that they thought the gym was going to go in a big different direction, they understood her reasons to need to get out of it just cause it was kind of a surprise of a situation for her. Yeah, the members handled it pretty well. It’s a good community. Everybody gets along and I’m sure it took a little bit for them to warm up to me and trust me. But no backlash at the very beginning.

Greg: 17:10 – All right. And that’s always good to hear that, I mean, especially if somebody bought it in December and then was willing to sell it, I mean four months in, but, knowing that, did you have any kind of reservations on whether or not the business was doing well or is it just because of the situation with that previous owner knowing that she had some unexpected things that happened personally in her life that caused her to want to sell?

Bo: 17:34 – So I’d say I’m a pretty trusting person, so I kind of thought or believed fully everything that she was telling me. So I didn’t see it as a red flag that it was up for sale so soon. Maybe I should have in hindsight. But it just seemed like life happens and it was an opportunity for me, so I didn’t make too much of that.

Greg: 18:09 – OK. And now, now leading up to that, you were able to buy this business, take it over, open up the book, see what was going on. And what was really going on within the business?

Bo: 18:26 – So I’d say they did a good job of marketing the business to me for the sale. I’m not sure if they intended to or meant to, but the numbers look better on papers that I was looking at than I think what I was actually going to end up working with just due to some, just the use of the front-end revenue to make monthly revenue look like it was a little better than it might’ve been as far as like some yearly memberships were built into the monthly revenues, which made it look like the recurring revenues would have been a little bit better. So I had more work to do than I thought. I think the numbers, once I took over and was doing it all myself, worried me a lot more than I thought they were going to when I was in the process of figuring out if I wanted to buy the business. So right off the bat I’d say I was fairly stressed out. Wasn’t too worried about too much of the day-to-day operations just cause I’m sure I’d helped with most of those types of things at all the gyms I’ve coached at. But I was very, very concerned with making the numbers work, which I don’t think they were exactly when I took over.

Greg: 20:20 – Wow. That is never a good thing to see, make it feel like they marketed the business for you or making it sound better than it was. So, we’re going to get back with Bo right after this.

Chris: 20:39 – Hey guys, it’s Chris Cooper. If you’ve ever run out of money, you know that it affects every single corner of your life, all of your relationships, your business, even your self-worth. And so when I found a mentor in 2009, I said, I want to share this gift with everyone. Since then, I’ve been building and refining and improving a mentorship practice that we now call Two-Brain Business. We break our mentorship into several stages. The first stage is the Incubator, which is a 12-week sprint to get your foundation built, to get you started on retention and employee programs and finding the best staff, putting them in the best roles, training them up to be successful, and then recruiting more clients. It’s an amazing program. It is the culmination of over a decade of work. It’s also the sum of best practices from over 800 gyms around the world. These aren’t just my ideas anymore. What we do is track with data what’s working for whom and when, and we test new ideas against that data to say, is this actually better? Then when ideas have proven themselves conclusively, then we put it in our Incubator or Growth or Tinker programs. I just wrote “Founder, Farmer, Tinker, Thief” to define who should be doing what in what stage of entrepreneurship. But no matter where you are, the Incubator is your first 12-week sprint to get as far as possible in your business. We’re a mentorship practice for one reason: Mentorship is what works. We work with gym owners for one reason: Because you have the potential to change the world with us, and I hope you do.

Greg: 22:09 – All right, we’re back. Bo, so you’ve set the scene, things are not as well as they were marketed and shown to you. And you had to do something quickly, and make changes to get the business in the right direction. So, going about those changes, what did you do to actually create change? And I think this is the biggest thing for any gym owner out there that has done the same thing where they bought into a gym or bought a gym, took it over and then realize that, hey, I’ve been bamboozled. I’ve been told that, hey, everything’s going great. And then I realized that it’s really not. So what were the big changes that you made in the beginning to kind of put you at a point where things were at least looking better? Just a little bit.

Bo: 23:01 – Yeah. So it took me one month before I made my biggest, biggest change, like I said, that time, and that was to get a hold on the payroll expenses. So Centennial CrossFit, at the time when I took over, had nine coaches, which is a lot, especially considering, the size of the gym. It’s not an enormous community, mega gym or anything like that, but there’s nine coaches on the schedule. And all being paid for all the classes they were coaching, all receiving a free membership, all having a free membership for their boo, their significant other. And so the payroll was, I knew when I took over and I’d seen all the numbers that, I could get that down fairly quickly just by coaching more classes. But still it was, in my opinion, out of control.

Bo: 24:12 – So at the first coaches meeting, I informed them that they would be coaching their first four classes a month to earn their membership for themselves and their spouses, and that immediately almost cut payroll in half as well. Since so many coaches and then so many coaches contributing a few membership classes. So that helped a lot. I still needed to get a few more coaches, I guess I needed to get more hours for me to coach. And so I had to adjust people off the schedule, and I knew some people wouldn’t like it. Some people would understand. And the people that understand and want the best for the community is the ones I wanted to keep around, and only had one coach push back and who was hard to deal with.

Bo: 25:25 – But I was lucky enough that they were caught doing personal-training sessions without anybody knowing. So I was able to let them go pretty easily without any reservations. So that was a big change. Number one was adjusting how the coaches were paid and then, cutting some of their hours by coaching more or in one case, letting one go. And so I was a little worried to do that just cause I was not only the new owner but a new face in the gym. But all but the one who was let go are still around and they’re still working well with me.

Greg: 26:11 – Wow. So you had to turn around and tell all the coaches, not only is your spouse no longer going to get a free membership, but you also had to turn around and say, OK, you’re going to have to coach your first four classes free, basically to pay for your membership, then pay your for your spouse’s membership on top of that. And then also finding this one coach that decided to go against what the business was doing and kind of do personal training on the side and you were able to let them go, that helped with payroll, cutting that down.

Bo: 26:48 – Yeah. Yeah. So they, I think at that coaches meeting were, somewhat, I don’t know if shocked is the right word, but surprised. But I was very transparent with the idea that this was for financial reasons for the gym, not to finance myself a yacht. And so they understood for the most part, a lot of them told me that, yeah, it makes sense that we should have to have to earn a membership and not be theoretically earning a $160 bonus for the membership just for coaching a few times a week. So a lot of them understood, a lot of them were hesitant, but in the end, it made sense to them. And I’m glad I told them face to face and was honest with them.

Greg: 27:55 – So being honest with them, I mean, I think that’s a huge turning point for a lot of gym owners, too. They don’t want to tell them, hey, the gym’s not doing well, the gym’s not going in the right direction. And it’s not going to be here long term if we keep going the way we’re doing it because they’re afraid that that’s going to cause their staff to leave. But you were willing to open up and tell them this stuff, which caused them to have what kind of reaction with you, then?

Bo: 28:24 – I’d say they all, including some members who’ve witnessed some changes, for the most part have been very supportive of the idea of keeping the gym open rather than saving some money for themselves, a lot of them. So the gym has been around for over 10 years now. I was actually invited to the 10-year affiliate owner meeting or summit, wherever that was, even though I’ve only owned the gym for a couple months. So it’s been around a while and there’s a lot of people who have not only invested a lot of money over the years, but a lot of time forming a lot of relationships throughout the years. So they want the gym to stay around. And I think they’re for the most part, all willing to sacrifice a little bit in some way to keep it around so they can keep coming and keep hanging out and working out with the people that they’ve grown to be good friends with.

Greg: 29:43 – And that’s awesome to hear. So they kind of all joined hands and said hey, yeah, this makes sense. We need to do this. And, so what were the next changes that you made to get the ship heading in the right direction?

Bo: 29:58 – Yeah, so, when I took over there were a couple of classes running at the same time and I don’t think were even close to having the amount of members that it would ever make sense to have concurrent classes. So those aren’t happening anymore. And then also one of the bigger changes was so we have a CrossFit class and then we have a Burn class that when I took over was an intro-type class. It was kind of a pseudo-on-ramp class where you don’t need any experience at all to come in and do the Burn class. From what I remember, it was maybe 10 or so, 20 minutes of instruction, maybe learning a new movement that you could take into the CrossFit class. And then a very not-intense workout at the end, maybe 10 or 15 minutes.

Bo: 31:08 – So it was not seen as an option for long-time athletes because they wouldn’t get a good workout out of it. And there’s also not a structure to like how many Burn classes you need to do before you were ready to jump into a CrossFit class. How long or which movements you had to learn before you jumped into the CrossFit class from Burn. So it was just not really a good prep course for doing normal CrossFit classes. So I’ve changed that. We still have a Burn class, it’s more of a HIIT sweat class, not a lot of heavy weights, but longer cardio-type workouts. Good if you’re feeling sore or you don’t want to lift anything heavy that day. CrossFit classes are the same, but now we also have an on-ramp program, which has been great doing the one-on-one sessions just cause it’s been good to meet the new members one-on-one and form a relationship.

Bo: 32:17 – And I think that keeps them around longer and at least gives them a little bit of comfort to reach out to me if they have any questions or concerns since they’ve actually met me and worked with me. So it’s been good for that. It’s also of course been good to have front-end revenue from on-ramp courses. I think people are much better prepared for whether they jump into Burn or CrossFit classes. So that’s been a good switch. It’s helped the coaches not have to do so much one-on-one time when they should be, when they’re technically in a group class. So on-ramp’s been a blessing I think in a lot of ways, both for the members, coaches and then also the books, I guess you can say.

Greg: 33:18 – So making the shifts with the staff first with payroll, turning around and creating more of a on-ramp or foundations or whatever people want to call it, that intro classes that are one-on-one, has definitely helped. Now, is there anything else that you did that you feel like were huge changes to the sale to move the business ship in the right direction?

Bo: 33:44 – Yes. There sure is. I think like a lot of members who I’ve seen in the Facebook group have to go through some price raises or changes. And I definitely had to do that as well. And I knew that I was going to have to do that when I took over, cause I had seen the monthly membership payments and rates and all that good stuff, and I knew at some point that I’d have to address it. Of course I was not excited to. But yeah, so we had, I think our unlimited rate going into September, we had seven different rates for an unlimited membership. And some people were paying half, or sorry, less than half of what other people were paying for the same membership, which is crazy, in my opinion, and I hope most people would agree with that.

Bo: 34:55 – Yeah, so I had a lot of people with rates that needed to change. And I devised a plan with my mentor Kaleda to make that happen. And what it looked like was first getting everything in the back end of Wodify set up to handle all the rate changes when they would come around. Two would be, step two would be letting the coaches know that it was about to happen when it was about to happen. And then three was meeting with all of the members who had a substantial rate change, which there was a lot. There was about 20, 25 people that had rates that were going to change. Maybe more than that, maybe around 30 and 20 of them needed a face-to-face conversation just cause they were enjoying the rate from 2010 or something that had to go up a lot.

Bo: 36:10 – So then I met with all of them in person one week. I came to every class, even if I wasn’t coaching, just to try to catch everybody, told them what was happening. And that I wanted to tell them in person just cause I value their time at the gym. And I like having them as a member, but that I wanted to be equitable and fair to everyone and that meant everyone paying the same rate. And I gave them a hard copy of the letter that would go out that following week to the rest of the members saying that these are the current rates, everyone’s going to be brought to them gradually over the next four months. Do you have any questions? Let me know. And then a couple of days later sent the letter to the people who had smaller changes to let them know that it was happening.

Bo: 37:05 – Most of them were just a few dollars, I think 10 at most for the people who received the letter. But there was a lot of people who had almost 50% increases, which was scary to approach some of them just cause a handful were seed clients, but it went much better, I would say from what I’ve read in all the Two-Brain group as well as the CrossFit Affiliate owners Facebook group, I think I may have had the best rate increase of any CrossFit gym that’s ever existed as far as retention went. So yeah, it was scary, but it went very well.

Greg: 37:54 – All right. So I mean, changes to payroll and your staff, changes to your on-boarding processes and then changes to your current members. It seems like those three steps now have kind of corrected the ship. Where are you now with the business? Do you feel like, hey, it’s in a good place? And we’re not having to worry about, hey, are we going to make rent every single month? Where are you guys at now with the business?

Bo: 38:22 – So we’re doing much, much better. I wouldn’t say we’re bringing in any sort of stacks to be blown on all kinds of fancy stuff, but the gym is doing much better as far as what’s coming in, what’s going out. Another big expense that was unnecessary was the rent, the space we’re at is very large for our average class size. And luckily the lease is coming up soon. We’ll be relocating to a space that one is better on the budget and two is much more efficient as far as the amount of people we have in the building at one time. So that’s good to have. I think right now at the current space, still struggling a little bit, but not nearly as much. I’m not nearly as freaking out as I was when I first took over or maybe two weeks after I took over when I saw what was actually happening.

Bo: 39:27 – So we’re going in the right direction for sure. Revenue’s going up. Expenses are much more under control. And then when we move we’ll be in a great spot. So I think a lot of the changes have been great to get things moving in the right direction. The lease, of course, is not something I could go in and change overnight. But it’s good that it’s coming up. So right now we’re doing OK, when we move we’ll be doing much better, much, much better and in a much better spot for our gym.

Greg: 40:12 – Excellent to hear. Well, anyone out there that’s listening, definitely make sure that you guys are taking note here of, I mean, if you’re going to do this, it’s definitely a step-by-step process and definitely something that a Two-Brain mentor can definitely help you with. But make sure that you guys aren’t doing this on your own because this is something that is not always done—unless you’ve done it before, it is not an easy process to not only implement, but really for you to mentally navigate through. So Bo, I commend you on being able to make all these changes and basically save a dying gym. I mean, that’s what you did. You turned around and saved it and you’re moving it even further in the right direction than it already has been. So I commend you on being able to take those actions cause I know they’re not easy, especially even owning a gym, doing rate increases or, I mean, even the small things or the big things like the rate increases, it’s never easy to make those changes. So great work on that, man. If somebody decided, hey, you know what, I want to know about Bo’s experience with going through this process, what’s the best way for someone to reach out to you if they just want to talk about your ability to do this and kind of how you started within Two-Brain or where to go and kind of get some feedback from you?

Bo: 41:30 – Yeah, so probably the best way is email, my email is And I’m pretty good at checking that. I’m happy to chat with anybody who’s got any questions about big changes, turning things around. I’ve enjoyed it. It’s been hard work and stressful, but I’m excited to see where things are going now. I’d say the biggest piece of advice that I could tell people would be is just be invested as much as you can. I’ve gotten some of the—seems like a very mild compliment or comment from members is that they’ve said they’re just happy to see me in the gym. And so they can tell that I’m working on the gym and I want the gym to be better. And if members don’t get that feeling that you want the gym to be better than, I think it’d be hard to keep them around or keep them on your side. So I’d just say work hard and people notice, and have someone help you make the right decisions.

Greg: 42:41 – Awesome. I couldn’t say it any better myself. Bo, thank you so much for your time and being able to share your story with us.

Bo: 42:49 – Yes, sir. I enjoyed it. Thank you.

Greg: 42:53 – Thank you for listening to Two-Brain Radio. Make sure to subscribe to receive the most up-to-date episodes wherever you get your podcasts from. To find out how we can help create your Perfect Day, book a free call with a mentor at


Greg Strauch will be here every Thursday with the Two-Brain Radio Podcast.

Two-Brain Marketing episodes come out Mondays, and host Mateo Lopez focuses on sales and digital marketing. 

On Wednesdays, Sean Woodland tells the best stories in the CrossFit community on Two-Brain Radio With Sean Woodland.

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Two-Brain Radio: Life During and After Competition With Lindsey Valenzuela

Two-Brain Radio: Life During and After Competition With Lindsey Valenzuela

Sean: 00:05 – Hi everybody. Welcome to another edition of Two-Brain Radio with Sean Woodland. On this episode I talk with four-time CrossFit Games athlete Lindsey Valenzuela. But first, if you’re enjoying this show, I would really encourage you to subscribe to Two-Brain Radio because every week we bring you the best from the fitness and the business worlds. On Mondays, Mateo Lopez fires up the marketing machine and explains how real entrepreneurs are generating huge ROI on ads. And then on Wednesdays, of course, I bring you great stories from the most interesting people in the fitness world, and on Thursdays, Greg Strauch and Chris Cooper bring you the best of business, a host of experts who can help you level up as an entrepreneur. So if you haven’t, please subscribe to Two-Brain Radio so you don’t miss a show, and we would love to hear what you think in a review. Lindsey Valenzuela finished second overall at the CrossFit Games in 2013 and is a member of that group of athletes who trained in Southern California about 10 years ago, known as the Valley girls. She also owns CrossFit Autumo in Moorpark, California. While she was competing, she was one of the most powerful athletes in the women’s field. We talk about some of the highlights from her career at CrossFit Games, how becoming a mother affected her life in and out of the gym and what it’s like to have a husband who’s a law enforcement officer. Thanks for listening.

Sean: 01:24 – Lindsey Valenzuela, thank you so much for taking the time to do this. I really appreciate it. How are you doing?

Lindsey: 01:30 – I’m doing well. No problem. How are you doing?

Sean: 01:32 – I’m doing great. Let’s start where you found CrossFit. How did you get involved in this?

Lindsey: 01:40 – Yeah, so, I started CrossFit in, I would say 2009. I was just coming off my volleyball season at my university and I was Olympic lifting with my then-coach and I saw people doing CrossFit, asked if I could do it, he said no. And I said, OK, well I’m starting it. So my first workout was Filthy 50. Terrible workout to do for your first, I don’t recommend that at all. And then I was kinda sold from just the competitive and camaraderie side of it, I was sold from that point on.

Sean: 02:17 – You mentioned that you loved the competitive aspect of it, but what was it that really kept you coming back day after day, after day after day?

Lindsey: 02:27 – You know, so I wasn’t great at everything when I first started. Actually my husband, I had to talk him into coming and try and CrossFit and he was able to get all the gymnastics movements and more complicated stuff before me. So, the aspect of having something new to learn every day and it continuously challenging me, it was, you know, just the part that really sold me. I was never not having to learn something. I was always having to challenge myself physically and mentally. So, that was the part that really sold me.

Sean: 03:02 – When did you figure out that you were actually really good at it?

Lindsey: 03:06 – I think kind of right away I knew I could lift more than a lot of the girls at that time, just by, you know, being self-taught a lot of the movements, watching videos like, oh well that’s not, I mean I can do that or maybe a little bit more weight and then, you know, just kind of, you know, getting into it, like I said, self-taught and watching the videos and everything online and I kinda had an advantage in terms of the Olympic lifting side of things cause I had been doing it for volleyball for so long. So, yeah, I dunno, I just, I kinda knew I had an advantage in that sense.

Sean: 03:49 – And you were part of that, SoCal group of women who were really responsible I think, or played a big role in helping CrossFit sort of break out of its shell and get on the map. What was it like training with a group of athletes that you had down there like 10 years ago?

Lindsey: 04:10 – Yeah, so I was the last girl, like Valley girl, I guess, to come on board and the youngest. So I had learned about them just, you know, just I guess through the chain of the community and word of mouth and then, you know, saw videos and I kind of knew just from being a team athlete my whole life that I needed to get a little bit more push in the gym. So that’s when I joined Valley CrossFit. And then there was Katie and Becca and Chris and a bunch of other girls too, that I could potentially, you know, do extra training with or do classes with and have that extra push. Right. So, I feel like from them I got more of, OK, this is like the speed that I need to be at and this is what I need to be able to do to be at the Games with them or be able to compete alongside of them. So that was a good learning curve for me.

Sean: 05:14 – The names you mentioned, they are all incredible competitors. What did you learn from just being around them?

Lindsey: 05:22 – I had to really learn, I think the biggest thing that I learned that it’s not a team sport. So I came from a team sport and I had to really learn as much as we all push each other and we want to see each other be successful, it’s for sure an individual sport. So, nobody’s going to help you finish the workout. I don’t know if that makes sense. I think that was the biggest thing that I learned that although it’s like, you know, a very big community that when you’re on the competition floor, it’s up to you. So I, that was a huge thing and something important that I really had to learn and that was a huge learning curve for me. Cause like I said, I came from a team sport where, you know, you help each other be successful and it’s not that we didn’t, it was once you get on the floor it’s you, and we’re competing against each other.

Sean: 06:16 – You mentioned the Valley girls, and for people who’ve been around CrossFit for a long time, they know exactly who you’re talking about. What was the sense among that group about what you were doing at that time?

Lindsey: 06:30 – I don’t think we ever thought about it as, OK, we’re going to do this monumental movement. I think it was more of, OK, this is something that we all individually and collectively love to do and that we’re good at. And that we were all super competitive. So we just kept working hard and we knew that individually and collectively, we had to work hard in order to get to where we wanted to go. And that was, you know, to the CrossFit Games, that was the ultimate goal at the time. So, I think that was really what was in mind and then it just kind of started people were like noticing that we were all together kind of thing. It just kind of, I guess fell into place.

Sean: 07:18 – When did making it to the CrossFit Games become your focus and training?

Lindsey: 07:27 – So 2011, I was focusing on, you know, getting to Nationals for USAW weightlifting. And then I was also focusing on CrossFit. Which I did both in 2011 and 2011 with my rookie year at the Games. And then I also got second in my weight class at the Nationals. But I really had to make a decision after that season cause my husband at the time was, or my husband was starting the Academy at the time for law enforcement. So, in 2012, before that season, I really decided that there was more opportunity for me in CrossFit. So I decided just to focus 100% on CrossFit.

Sean: 08:11 – There’s a, and I think it’s in 2011, but there’s a famous video of you and I think you’re sitting in an ice tub or something and you find out you’ve qualified and—

Lindsey: 08:18 – Yeah, that was 2012.

Sean: 08:20 – OK. 2012. Right. So you—there’s that fire that you exhibited when you find out, what was that moment like for you?

Lindsey: 08:32 – You know, I think that was really just a sense of relief and you know, I had come back for my rookie season, I put all my, I guess heart in one hat and I was like, OK, I’m dedicating myself to CrossFit. It was kind of a big leap of faith. And for me that was well, I did it. And I had started working solely with Dusty Hyland and really focusing on myself, you know, as an athlete and understanding that it was an individual sport. So for me that was more of like I did all the right things and everything that I was doing and sacrifices that I did were worth it. So that was a huge moment for me of like, OK, you know, I really believe in myself and what I’m doing right now because I never gave up and what I did was what I was supposed to be doing.

Sean: 09:31 – Mentally, how did you have to kind of change the way that you approach competition now that you were no longer in a team sport, but now, like you said earlier, it was all about you when you’re out there on the floor.

Lindsey: 09:43 – Yeah. So I mean, the big thing is, you know, I really thought, you know, in CrossFit the one thing that drew me was, is community. Right? And you walk into the gym and everybody knows you and if they don’t see you for a while they’ll text you before the owner of the gym gets a hold of you. You know what I mean? But I really had to change my mind frame with a sense of this is 100% an individual sport. And as much as everyone who you train with wants to see you do well, they’re not going to help you pick up the bar or finish a muscle-up or, you know, finish a row, that’s up to you. So it’s really on you to make sure that you execute everything correctly in competition and in training and make sure that you’re successful, because the way I look at it, if someone’s clapping for you or cheering you on and they finish the workout, it’s because they finished the workout before you and you’re still having to finish it. You know what I mean? So I had to really take away from it that this was no longer I’m helping someone finish a workout or win a game or win, and vice versa. It was up to me to win.

Sean: 11:07 – Going into 2013 you were about to have your best ever performance at the CrossFit Games and make it onto the podium when you finished second. Overall, how did you feel going into that weekend in Carson?

Lindsey: 11:20 – I had a really successful season, and I think people started noticing me, just from outside competitions and winning a lot of them and, you know, putting up videos on social media. So I felt a little bit of pressure. But I really just wanted to do well and I really felt like I could at least make top five that year. But when I got second, I think I went into that workout fourth, third or fourth. So I wasn’t really expecting to get second. I said, OK, well maybe I’ll finish third if I do this based on, you know, the point spread at the time. But I was really just focusing on finishing those workouts, the Cinco I and II, because my hands were so messed up going into that workout. I was just like, I just gotta finish it, this is the last two workouts and then we’re done for the week. But yeah, that was, I mean I had a feeling I could get on the podium, but I really was just shooting for the top five.

Sean: 12:26 – Yeah. Other than that, those final two events, which I think were still two of the toughest that have ever been programmed at the CrossFit Games, what stands out to you about those four days in Carson?

Lindsey: 12:37 – You know, I just felt like all the programming really flowed. Like everything was being tested. I didn’t feel like just my—like after 2015, my arms were just annihilated. Like I couldn’t move my elbows for about a month and a half after, but I felt after the 2013, the thing that really stood out to me was I felt like everything had been tested; endurance, strength, gymnastics, you know, everything, I mean there’s a lot of modalities to talk about in CrossFit but I just really felt like man, I had everything tested. So for me in terms of the athletic side of things, I felt like everything had been tested and mentally, too, you know, we had some pretty long events that were mentally, you know, we had the half marathon and then we had the burden run. And then we had shorter workouts, too, as well. Like Cinco I was more on the shorter side of programming. I felt like everything really flowed. I don’t know if that makes sense.

Sean: 13:51 – No, it does for sure. One thing that always stood out to me, and I mentioned this before, is when you were competing as you always had, you were always very fiery, very emotional. Where did that come from?

Lindsey: 14:02 – I’ve always been like super competitive. So for me, when I’m competing, well before I had my son, it was always, you know, I always had, you know, some self-doubt from people saying things or feeling like people were doubting me. So for me it was always a sense of proving myself wrong and then proving other people wrong second. So for me, when I was able to do something and surpass my own expectations, that’s really where the fire came from. It was just, I don’t know how to explain it unless you’ve experienced it, when you’ve accomplished a feat that you didn’t think you could do or maybe you could do, it’s just a very internal feeling and that’s just where all the fire came from.

Sean: 14:49 – You got to witness firsthand the Games go from this kind of a small gathering to the huge international affair that was on national television. When did you realize that you know, OK, this thing is actually getting pretty big?

Lindsey: 15:02 – I would say really, honestly in 2013 is when I noticed it was starting to get big. I think 2012 was the first time that people, you know, were really coming from all over the world. And then I think it was on ESPN for the first time in 2012, I don’t think it maybe 2011, it was maybe, I don’t know.

Sean: 15:25 – It wasn’t live, it was afterwards though. But 2013 I think we were live.

Lindsey: 15:30 – Yeah. So I want to say in 2013 is really when I started noticing the production value behind things. Just because you can, if you don’t know anything about production, you don’t need to know. You can notice that there’s more cameras and more people and you know, more trucks and more TV trucks. So you start noticing things like that. Right. So that’s really, I took a lot of media classes in college and, and high school. So I was like, man, there’s a lot of things going on here.

Lindsey: 15:59 – I mean, I started being able to notice it, but yeah, I would really say 2013 is when I really started noticing the value behind things was really put being put forward.

Sean: 16:12 – What did that do to you as an athlete with all that going on around you and the stands are packed and you’re out there on the floor trying to put forth your best effort?

Lindsey: 16:22 – It didn’t really affect me at all. I mean, honestly, when you’re out there, really the only thing you notice is what you have to accomplish. You know what I mean? You noticed that people out in the stands and stuff, but I didn’t really pay much attention to it. It didn’t, it never really made me nervous, to be honest with you.

Sean: 16:42 – We’ll be back with more from Lindsey Valenzuela after this. Gym owners. We know you’re working hard, but what if you aren’t working smart? Over the years, the team at Two-Brain Business has seen too many driven, dedicated entrepreneurs get frustrated on their own. Some problems can be solved in minutes with the help of an expert. Your clients seek out your expert advice when they have a fitness problem. So who do you seek out when you have a business problem? If you’re struggling with something, Two-Brain will help you for free. No sales, no pressure, just free help on everything from hiring and firing to budgeting and marketing. Head to and book a free call with a certified mentor today. Two-Brain Business. We make gyms profitable.

Sean: 17:30 – Your last year at the Games was 2015. Why did you decide that, all right. You know, I’m done now after this.

Lindsey: 17:40 – I didn’t really think I was done competing. I went into that season knowing that we wanted to start a family and to be honest with you, I always wanted to start a family. It was just, there’s never a right time. I should start off with that, but I just in my heart knew that I wanted to have a baby and start a family. And it’s a yearning that a lot of people don’t understand unless they’ve had that in some capacity. So it’s very much I had this feeling in my heart and so did our Arsenio, my husband, and I was ready to 100% focus on that. And I had a lot of people say, well, you’re at the top of your, I guess your career. And I said, yeah, well, I’m done being selfish because when you’re an individual athlete, you have to be very selfish and it takes a lot of time away from your family and other experiences that you want to have as an individual. And I was very much ready for that to come to a close at the time. And then after I had my son, I started taking it up again and getting back into shape and showing myself that I could get back into competitive shape, which I did. And, you know, it’s really cool to have him, you know, even if it’s a local competition that I’ve been asked to do by my clients cause they need someone to fill in, it’s really cool to have him there and have had him there at, at Regionals for two Regionals when they were still around.

Sean: 19:24 – How does now training as a mom compare to training as a competitive athlete?

Lindsey: 19:33 – Yeah, so, right now I’m not really focusing on competing. I’m focusing on my son and my gym and then also trying to have another baby, which is taking a lot longer this time around. But I’m really focusing on just staying healthy. And I’m not in the gym for, you know, two or three hours a session. So, you know, it could be up to four or five hours a day you’re in the gym, right? So I’m really just focusing on staying healthy and healing my body. I have some injuries just from all the years of competing. And just staying healthy and really focusing on my quality of life through, you know, taking classes with my clients, which I’m going to take the class workout here after we get off the phone and just really connecting with CrossFit in a different way. So it’s something—I’m still very competitive with myself when I’m working out, but I’m not having to be in the gym five hours a day and I’m allowing myself to dedicate that time to my son and making sure he is the best person he can be and give him all the opportunities that I had when I was younger.

Sean: 20:51 – You mentioned that you’re competitive with yourself. I know a lot of competitors who step away and they have troubled finding a purpose in training when they’re not training for a competition. How do you switch that side off and then understand that, OK, this is now all about health and that’s OK.

Lindsey: 21:09 – Yeah. So, you know, what was really weird is I didn’t have a hard time switching over to that mentally on the side of the competitive side. Because I didn’t, I think it’s because I went through that as, you know, I was really sick during my pregnancy and I felt what it was like to not be able to work out. You know, I really don’t feel like I had—I don’t have any regrets or had a hard time kind of switching it off. You know, the only hard part has been aesthetically, you know, the byproduct of being in the gym five hours a day is you’re 10% body fat, right, rather than 15% body fat right now. So aesthetically that’s only been the super hard part of, you know, seeing your body change a little bit. And for me, it’s well, I’m giving myself some time to heal, and that’s how I’ve been OK making that switch over aesthetically. But mentally, my purpose is you know, I just really like moving and if I don’t move, I feel off. So the classes allow me to stay in shape, feel good mentally, have an outlet, and connect with my clients and also be a good example for our son and be active.

Sean: 22:31 – How did becoming a parent change your life?

Lindsey: 22:35 – Oh man. Being a parent—I’m trying to think about the most simplest way of what it’s done. It prioritizes your life in the sense of you lay eyes on your child for the first time and you’re just like, man, this is what it’s all about. It doesn’t matter what anybody else thinks. It doesn’t matter what I’ve accomplished up to this point. The only thing that matters is making sure that this little human is the happiest person that they can be and that they have everything physically and emotionally that they could ever need. And without a doubt, you don’t ever regret having to sacrifice something for yourself for that person. And whether that’s been gym time or you know, going out and buying something for yourself. Like you just don’t ever think twice about it because you want to make sure that they have everything that they could ever need.

Sean: 23:41 – How do you incorporate fitness into how you’re raising him?

Lindsey: 23:48 – He is a very active little boy. He is very much different than me. He’s very much like his father in the sense of he doesn’t jump into things right away. He’s very observant. He’ll watch, like I’ll watch him from his window in his classroom when he doesn’t know I’m there. They have yoga on Thursday. I know. I wish I had yoga when I was a kid, three years old. But he has yoga and he is very observant and he watches and then he’ll participate. So for me, incorporating fitness into being a parent, I’ve really had to learn that everybody learns differently and wants to participate differently. And so he has taught me different approaches in order to get someone to want to be active. And not everyone’s going to jump into it right away. And it’s really been a byproduct of what he’s taught me and he’s continuously being my teacher of the sense of OK, well we’re going to have him participate like in karate, but it’s OK if he doesn’t want to do things right away and it’s OK if he wants to kinda be observant and then participate. And that’s really helped me as a coach.

Sean: 25:09 – Yeah, that’s really interesting. How then do you apply that in a class setting when you are a coach?

Lindsey: 25:16 – Yeah. So I mean, there’s still people that are very on the fence about CrossFit. I think that they see the CrossFit Games and they’re like, oh shit, I can’t do that. That’s really dangerous. Then, even when they come in here and they see a barbell, they’re like, there’s no way I can lift the barbell. It’s really allowed me to even be more creative in terms of modifying and getting people a little bit more excited and less scared about, you know, challenging themselves. So it’s helped me become more creative in the terms of literally and figuratively, taking baby steps in order to get them to participate in class.

Sean: 25:56 – I ask this of a lot of athletes who are elite athletes who become coaches, sometimes when you’re so naturally good at something, it’s hard to then teach people how to do it because it comes so easily to you. How do you communicate effectively with people who come into your gym who might not be the best athletes or even just the best movers?

Lindsey: 26:17 – Yeah. You know, I really incorporate all the different journeys that I’ve been on. You know, I didn’t really get the gymnastics side of things right away. It took me a long time to learn how to do those and then I have my weight-loss journey after I had my son. So I always tell them like, look, if I can learn how to do gymnastics and do CrossFit while trying to lose 75 pounds after having my son, anybody can do it and any fitness level can do it. And it takes everybody a different amount of time to learn things. But as long as you’re willing to accept a little bit of failure here and there and learn from that, you’re going to do well and you’re going to conquer whatever fears you have or whatever obstacles and everybody can participate in CrossFit, no matter what levels or capabilities you’re at.

Sean: 27:10 – You’ve mentioned your husband. What’s it like being married to someone who is in law enforcement?

Lindsey: 27:18 – So it’s very—you have to learn to be very independent and I’ve always been a very independent person. So for me it works well. But at the same time it’s very challenging, because he’s literally absent about three or four days a week, and he works night shifts. So when RC was first born and he had to go back to work, I had to do all the night feedings and the day stuff by myself. So it’s definitely one of those things where you have to learn that, you know, they’re at work, but they would much rather be at home. But you have to understand that you’re gonna have to be a little bit more independent if you’re married to a police officer and if you’re not independent, then you better learn how to be independent. And that, you know, sometimes they are going through things that you will never understand and vice versa. So communication is very important.

Sean: 28:17 – People who have law enforcement officers in their family or are married to them, they get to see a side of those people that not many people get to see. What is the biggest misconception that people have about men and women in law enforcement?

Lindsey: 28:34 – I think the biggest thing is that people forget that they’re people and they’re sensitive and they have feelings. And as much as they might put this tough exterior, I guess look on their face or you know, body actions or things like that, they’re very sensitive. And I feel like many people think that, you know, that law enforcement wants to use some sort of force and that they want to use; they want to take out their guns and they want to tackle people and they want to arrest people. And that’s really not what they wanna do. They want to be able to have conversations with people and help people. And it’s a very selfless job. And unfortunately with those selfless jobs and the type of job that they have, they encounter things that they don’t want to encounter. And I feel like people forget that they have feelings, too. And that the things that they see affect them. And the things that they experience affect them, and they don’t go to work hoping that they have these types of interactions with people. And if they could have simpler interactions and better interactions with people, they would, but they’re going out there dealing with everybody’s problems. So, people need to remember that they’re dealing with other people’s problems and they have their own stuff going on at home, too. So they’re doing their best to balance everything.

Sean: 30:12 – Yeah. No one ever calls the cops when things are going well.

Lindsey: 30:17 – They forget that they’re dealing with everybody’s problems on a daily basis. So they’re trying their best to deal with their own life and, you know, cops have their own problems at home or you know, they’re missing family things at home and stresses at home and you know, and they’re having to go to work to deal with problems. So they have a very jaded sense of how our, I guess, I don’t know, the world is right now.

Sean: 30:49 – No, for sure. How many random bullets do you find laying around the house?

Lindsey: 30:54 – Oh, none. Arsenio is really good at making sure he, and especially since we have a little one, we have everything, we have about three safes and everything’s locked up.

Sean: 31:07 – Good. I used to find them in the laundry. I would find them in the sink, in the fridge, they were everywhere.

Lindsey: 31:15 – No, luckily our department’s really good at—they got everything very organized.

Sean: 31:17 – That is good. All right, I’m glad. Lindsey, before I let you go, when you look back on your career and the things that you’ve accomplished in CrossFit, first question, what are you most proud of?

Lindsey: 31:38 – I think the most, the biggest thing that I’m proud of is, you know, and after I had my son in 2017 I went through just a C-section and having to lose a lot of weight and learning how to raise a new person, a little person, and balancing owning a gym and balancing being married to a cop. I think that the thing that I’m most proud of is understanding that I can do things that I think that I can’t do and have so many things on my plate and be able to do that and still have people in my corner, and the right ones didn’t care that I was first or last, and when I finished the muscle-up workout that year, which was I think like 25 or 30 muscle-ups in a workout, I can’t remember.

Lindsey: 32:32 – It was some crazy number of muscle-ups. Right. And when I first started training, I couldn’t do a single muscle-up. When I first started getting back to training after I had my son, and when I finished that workout and I just saw the entire crowd standing and cheering for me and like giving me a standing ovation was kind of like, well, they know I’m not going to the Games, but I think they understand how much hard work it took. And for me to accomplish what I did with all the different, I guess, aspects that I had to overcome was probably the best thing that I’ve ever accomplished.

Sean: 33:10 – And then final question, this is kind of along the same lines, is that, how do you want people to remember Lindsey Valenzuela, the CrossFit athlete?

Lindsey: 33:19 – I think the biggest thing that I want people to remember me of is, you know, I think I paved the way for weightlifting in terms of needing and having to lift a lot of weight. But the biggest thing is it never quit. And you know, believe has always been my motto and I have it tattooed on me. And people have shirts of believe on their shirts that are shirts of mine. And I think the biggest thing is I want people to understand that to never quit and sometimes your priorities will change for the better, but to never quit on yourself and to always believe in that you’re capable of so much more than you’re capable of. And sometimes your biggest enemy is going to be that little voice in your head, but you got to keep proving it wrong and to always believe in that you’re capable of more than you think.

Sean: 34:14 – Lindsey, thank you so much for taking the time to do this. It was a blast getting to be able to watch you as a competitor. I always enjoyed seeing you out there on the competition floor and you know, best of luck with the family and hope your husband stays safe and hope your son is doing well.

Lindsey: 34:29 – Thank you so much, Sean. I appreciate it.

Sean: 34:31 – Big thanks to Lindsey Valenzuela for taking the time to talk with me. If you want to follow her on social media, you can find her on Instagram. She is @liftlikelindsey. Chris Cooper almost went bankrupt in 2008. Now he’s running a multimillion-dollar company dedicated to helping entrepreneurs avoid the mistakes that he made. He spent thousands of hours mentoring gym owners one on one, and his new book is packed with advice to help you grow your business and create your Perfect Day. “Founder, Farmer, Tinker, Thief” is an Amazon bestseller. Check out the book reviewers. They’re calling it a must-read and a lighthouse for your business. So if you want to level up, this is the business book that you need. That’s it for this episode. Thanks for listening. Everybody, and we’ll see you next time.


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

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

Thanks for listening!

To share your thoughts:


To help out the show:

  • Leave an honest review on iTunes. Your ratings and reviews really help and I read each one.
  • Subscribe on iTunes.
How to Solve any Problem in Fitness

How to Solve any Problem in Fitness

Good fitness coaches know how to help clients reach their goals.

They start with the goal. Let’s call that “Point B.”

Then they measure the starting point. Let’s call that “Point A.”

Slowly, they map the path backward from Point B to Point A.

In the previous post in this series, I shared a video to help you map the process for your clients. If you missed it, watch it here.

After they’ve mapped the process, great coaches prescribe the fastest path to their clients. Like this:

“Well, Alice, here are the steps you’ll need to take to reach your goal. To get there quickly, you’ll need to exercise five times per week and follow a clear nutrition plan. How does that sound?”

Then they overcome barriers, such as price objections or injuries. Like this:

“No problem. If you can’t afford to move that quickly, we’ll take it a bit slower. With the budget you just gave me, I’d say we should train twice per week and really focus on that nutrition plan.”

Or like this:

“No problem. Your back is tight from work. We’ll take it a bit slower at first. With the limitation you just gave me, I’d say we should train three times per week and have one specific mobility session per week instead of four workouts.”

Then they motivate clients by reminding them of their wins, showing them their progress and calling them when they don’t show up.

Along the way, they track progress, and adjust the plan—because no plan survives first contact with the enemy. And the enemies (Big Sugar, Netflix and cortisol) are pretty good at this game. So Two-Brain gyms meet with their clients every quarter to adjust their plans.

But no one loses sight of the goal. The coach can’t afford to because the client never stops thinking about it. Clients don’t do your workouts for the sake of being good at your workouts; they do them because they want to achieve their real goal. And they’re willing to trade short-term pain to get there—if they trust their coach.

We call this The Prescriptive Model. Here’s an early podcast we did on the subject: Two-Brain Radio. But I walk through it step by step in my latest book, “Founder, Farmer, Tinker, Thief.”

Great coaches don’t sell group programming. Great coaches sell 1:1 relationships, sometimes delivered in a group.

We can do the same for business. In the next post, I’ll tell you how we do it.


Other Articles in This Series

How to Achieve Any Goal
How to Solve Any Problem in Business
The Two-Brain Wealth Map

How to Achieve any Goal

How to Achieve any Goal

Moving From General to Specific: What Fitness Coaches Know but Business Owners Forget


My bio on Amazon says, “If Chris Cooper has a superpower, it’s the ability to make mistakes—and recover—faster than anyone else.”

But that’s not my real skill.

My real skill is the ability to break a big problem down into tiny, winnable parts.



The reason our Incubator program is so effective is that it addresses the huge problems you’re facing:

1. Not making enough money.
2. Working too many hours/working too hard.
3. Lack of clarity with staff.
4. Undercharging for your service.
5. Failing to keep clients.
6. Keeping the wrong clients.
7. Failing to make your ad funnel work.
8. Losing sleep because (all of the above).

The Incubator breaks all these big problems down into simple steps.

For example, you have to build a retention system before you learn a sales process. And you have to learn a sales process before you learn how to market. And you have to be good at relationship marketing before you start running paid ads.

Of course, there are things you have to build before you build a retention system, too. And you’ll do those, step by step, with a real mentor (not a help line) in the Incubator.

There’s nothing else in the world like it, because—let’s face it—it’s crazy expensive to build and run. Consultants make more money selling courses and doing one-off seminars. They don’t have to make any kind of emotional investment. They don’t have any skin in the game.

But I built the Incubator around mentorship because that’s what actually works.

You don’t need new ad copy. You don’t need to deaffiliate. You don’t need 30 new ideas. You need a path—and a mentor to guide you.

Just like your clients do.

This week, I’ll post five articles (including this one). Here are the next four:

1. How to solve any fitness problem. (Click here.)
2. How to solve any business problem. (Click here.)
3. The Two-Brain Map (the steps to wealth, or the entrepreneur’s problem). (Click here.)
4. How to move from one step to the next with mentorship.

If these make logical sense to you, then knowledge isn’t really your problem. Action is.

So if by Saturday (or sooner!) you read something that makes you think, “Yeah, that makes a lot of sense,” I want you to take some minimal action: Book a free call with a Two-Brain mentor.

That’s the first step. The mentor will tell you the second step. It makes no sense to wait.

Two-Brain Radio: Success in a Saturated Market With Amy Milyard

Two-Brain Radio: Success in a Saturated Market With Amy Milyard

Mateo: 00:02 – It’s Mateo of Two-Brain Marketing. On this edition of the Two-Brain Marketing podcast, I’m talking with Amy Milyard from Stoic CrossFit in Colorado. You’ll learn about her experience and what it’s like to run a gym in a small town with five other affiliates surrounding her business. You’ll also learn about her advertising system and how she spent $64 on ads and generated $3,000 in front-end revenue, so you don’t want to miss this. Make sure to subscribe to Two-Brain Radio for more marketing tips and secrets each week.

Greg: 00:31 – Two-Brain Radio is brought to you by Two-Brain Business. We make gyms profitable. We’re going to bring you the very best tips, tactics interviews in the business world each week. To find out how we can help you create your Perfect Day, book a free call with a mentor at

Greg: 00:45 – We’d like to thank one of our amazing partners, Driven Nutrition. Have you ever been asked by your members or your staff what supplements to take, when to take them and where you should get them? How about the time it takes to put in the orders and making sure you have the right amount of supplements on hand? What about your profit margins on your supplements? Do you know what they are? Are they good, even? Your time is worth something, and ordering supplements isn’t worth your time. Driven Nutrition has solved this for you. They allow you to step aside and use preorders to send to your members for all supplement orders. That way you don’t have to have extra inventory on hand and it allows your members to order the supplements when needed. They’ve created an amazing on-boarding process for new businesses to allow for quick and easy understanding of what they have to offer and true profit margins that most other supplement companies promise but never deliver. This is why I personally use Driven Nutrition within my gym. Go to to become a Driven affiliate today.

Mateo: 01:48 – Hello. Welcome to the Two-Brain Marketing podcast. I’m your host Mateo Lopez, one of the digital marketing mentors at Two-Brain Business. Thanks for tuning in, and today I am with Amy Milyard with the Y from Stoic CrossFit. Amy, how are you?

Amy: 02:04 – I am wonderful, Mateo. Thank you for having me. I’m grateful for this experience, this podcast experience.

Mateo: 02:10 – Oh, thanks for joining me. Stoic CrossFit. How did you come up with the name for that?

Amy: 02:16 – We bought a gym that had been open for one year. It was called CrossFit Single Track and we rebranded, about a year in we rebranded to Stoic CrossFit. It’s a much better representation of the community and the culture that we wanted to build. Just kind of seeing the world for what it is, not passing judgement, and it’s not good, it’s not bad. It just is what it is to be a good teammate, a good citizen, a good person. Not to be all about yourself. And instead of complaining or thinking that things are unfair, that you just accept it, carry on, you can’t change the past or others, so you just do what you do, move on forward. So we’re very Stoic by nature.

Mateo: 02:58 – Wow, that’s amazing. And I think now more than ever, it’s pretty important to have that kind of attitude towards life and towards what’s going on in the world. So I think that’s a healthy attitude for sure.

Amy: 03:13 – Yeah, it works. It works in the gym, it works in business, it works in life, at home. It’s a good way to be

Mateo: 03:20 – In business, definitely. Yes. Tell me a little bit about yourself, your story, how you came to own the gym, where you are, and then a little bit about the business.

Amy: 03:28 – Okay. Super. My husband and I found CrossFit in 2007 so we kind of watched the whole evolution of the CrossFit world and we actually had a CrossFit gym from 2010 to about 2013 and pure hobby for sure at that point in time. Sold it and moved away. And then when we moved back, those people that we had sold to opened up a gym as their second location and we bought it from them. So we just like to throw some money to the local fitness community and make the business go round and round. So we bought a gym that had been open for one year and we’ve been owners for two years since then. So open for three that have owned it for two.

Mateo: 04:09 – Wow. So this is your second time around?

Amy: 04:12 – Yes. But the first time, I don’t know that it really counts from a business standpoint, definitely we—it’s our second time around but this time for real.

Mateo: 04:22 – And so wait, walk me through it one more time. You, bought one, no, you opened it, you sold it, those people open another one and then you bought that one.

Amy: 04:31 – Correct.

Mateo: 04:31 – I have never heard that story before. That’s wild. Okay. So there are a lot of people, and I’ve talked about this on here before, but I think it’s important to hear everyone’s perspective. There are a lot of people who are, you know, still thinking about getting into business for CrossFit or opening a gym. So what was your experience like first having opened one and then buying one the second time around? And then what advice would you have for people who are either thinking about investing in and opening their own business or buying an existing business?

Amy: 05:12 – Yeah, those were definitely two different experiences. Having the first one in 2010 CrossFit, it was, I mean, relatively underground still at that point, you know, I mean it wasn’t as mainstream for sure. So definitely the people that you’re getting, your mission every day, it’s just vastly different than what it is now in that CrossFit space at least. I think the reasons for doing it are definitely the same. With just that helping, helping spirit, that heart of service. Man, the business side, it’s kind of like if you loved history, so you want to be a history teacher, well maybe you just love history, but not necessarily teaching, you know, so there’s this whole business side that I actually have really learned to appreciate that. And I think it’s quite tough to have a heart that goes one way and a brain that says go another way. And to get those two to meet in the middle, it’s not easy. I think that’s hard. But as long as you’re on a quest to not lose the soft side of your heart but also not get raked over the coals business-wise, you can do both of those. It’s beautiful. So it’s a learning journey.

Mateo: 06:20 – No, that was a very nice way of putting it. I guess your experience would be a little bit unique cause it sounds like you had a relationship with these people who you bought from.

Amy: 06:30 – Definitely. There are five CrossFit gyms in the area and all but one of them came from that original gym that we started. One was an intern during college and opened one and then another one was one of my original coaches and after we moved he opened one. So we all have a very—we get together for the Open and do Friday Night Lights at each other’s gym. And it’s very good, like the local community, we work quite hard at keeping it. The relationship’s good. So we’ve always stayed in touch and everybody kind of knows what’s going on with everybody else and it’s good. So the people are, yes, they’re definitely friends out at the end of the day.

Mateo: 07:04 – Wow. So you spawned the CrossFit network that’s in your town. That’s really awesome to hear. I mean, what would you attribute that to? Because you hear a lot of horror stories about coaches who have been in your gym for a long time and they go and open their own gym and take half the membership base and then there’s kind of this bad blood. So you know, how did you navigate those waters and get to this point where now there’s it sounds like five or six gyms, they all kind of talk to one another still. And are, you know, in like an alliance of sorts and then friendships are still maintained. So how did you navigate those waters?

Amy: 07:44 – Man, I think it must’ve been just communication, like nonstop communication from the very beginning of just always reaching out to the other gyms and never—I mean, those guys could do things better than I; never just having, like never feeling threatened. Like they can come over and nobody’s trying to do anything malicious. Like it’s truly a, you guys come over and we’ll come over there and no one’s trying to steal members from someone else and it’s just never had that kind of vibe. I think everybody’s just been really secure in what they offer and the job that they do and that they have their own perspective and their own twists and we’ve all just kind of kept confidence in that, that if you come to our gym and check it out and you’re just still kind of getting the lay of the land.

Amy: 08:30 – Like we each encourage that they go to all the other gyms. They all have such a different vibe and such a different flow, and the music’s different, the people are different. The culture’s different. If we’re all truly trying to help someone get more fit, you have to enjoy going, and you may not enjoy going here, but you’ll enjoy going somewhere else. So it’s like we always understand that and want to help people find their spot. So we just—if I know somebody in another gym, I can send them to her personally and say, and I’ll text her like, hey, look out for this guy, he’s coming over. So I don’t know, somehow it’s just a mutual respect and no one’s ever that I know of done anybody real under the table dirty like that. And so I’m sure it’s a ticking time bomb and someday feathers will get ruffled, but so far, somehow, some way we’ve made it.

Mateo: 09:18 – Wow. That’s amazing. Yeah, that’s great. I feel like I haven’t heard—I don’t hear that too often. So that’s really awesome that you guys have a really tight-knit fitness community over there. So you have this business. What was it that drew you to Two-Brain for the second one? It sounds like—or I’m not sure what the timeline is, but you know, you’ve done it before, you sold it. You’re doing it again. You decided to do it again. I guess what made you decide to buy the gym and try one more time, I guess. And then what was the motivation there and then what led you to Two-Brain?

Amy: 09:57 – So, we moved away and when we moved away I was kind of looking for the gym that we had built, couldn’t find it. So kind of got detached from the—definitely we were involved in the fitness community but detached from the CrossFit community a bit. And then we were just really looking for that community we built, couldn’t find it of course. And then we ended up moving back to the same town. And when we moved back, these guys had opened their second spot. And I just, we kinda crossed paths at local things and I started coaching there and they really, l I think they would agree with me when I say that they weren’t ready for that second location. They didn’t have the right people in place. So it was kind of this like half-assed effort at doing something that felt like they should do because they were big enough in their first location.

Amy: 10:37 – But, so I started coaching and working out there and just could see this utter disservice to the members, which they didn’t know, they don’t know otherwise, but I know what it’s like to be done really, really well. And they weren’t getting that. And so just kinda rallied the troops and decided to give it a go again. And we had it for about a year and I went to see my daughter for Thanksgiving, who is in the Army, and my plane got stuck coming back. And so my plan while I was there was to raise rates as soon as I got back. Like I had kind of had this little weekend away and was like emotionally ready to dive into that. And this is pre-Two-Brain and so I’m there and my plane gets stuck and that was my aha moment cause I had to cancel the classes the next day.

Amy: 11:25 – And that was when I was like, I need to build a business that runs without me if I ever think that I deserve to make a rate increase, like I can’t ask people to pay more and then turn around and cancel that class that they just paid more for. So I don’t recall the how or the why that I crossed paths with Two-Brain. I’ve been in this space for a long time, as has Chris Cooper and the gang, so I’m sure it’s been there. I just, you know, when the student is ready, the teacher shall appear. It’s been there all along. I just for some reason didn’t see it, but then somehow we crossed paths and I’m sure grateful. I’m sure grateful that we did.

Mateo: 12:04 – Awesome. That’s great. So, okay, so it sounds like from what you’re saying, it sounds like you wanted to raise rates, you realized you didn’t have the infrastructure to even like keep classes going if you wanted to leave. So you’re like I got to make this thing run on its own. And, and from that point you ran into Chris at some point and took the plunge. So what was the first big change you saw when you started going into mentorship? What was the first change in your business? Was it you suddenly had more free time? Was it that you were able to raise those rates? What was the first thing you saw change once you started going through the Incubator?

Amy: 12:43 – We started in January of this year, so we’re eight, nine months in. And I think it was really all of the SOPs, the systems, the structures. I’ve really always put my focus on coaching development and not the business side at all. So it was really like, and that’s still a work in progress for sure. Having my big sheet done every month is always my like, ugh. I mean, I enjoy it, but it’s not what comes naturally to me. The people side comes naturally to me all day long. I love that part. So it’s really, it’s the behind the scenes stuff and it was really, it was so vastly different than what I had been doing the last two years is as far as what I spend my time on so that I, in hindsight, I did a poor job of communicating why all of a sudden I was doing things differently. And I definitely wish I had communicated with the coaching crew that we had at that time much, much better because I could see it clear as day why to do this and why to do that. But they just see that all of a sudden I’m doing things differently, you know? And I didn’t have a sit down with them as often or yeah, just all the whys and the hows so that they just felt like they were in the loop and I wasn’t just raking in the dough and going on vacay.

Mateo: 14:04 – Yeah. That’s always a tough—when you start to see that rift right, where you do want to start to take some time, not even for yourself, just like you’re not in the gym constantly cause you’re trying to think about the gym, you know, you’re trying to strategize and when you start to see that rift where, oh yeah, Amy’s not coming in anymore and she just kind of sitting back and we’re all doing all that. That’s a tough dynamic. So how did you make the change where you’re having staff meetings and making that shift? How did you figure out how to, you know, bring people into—aligned with the mission?

Amy: 14:41 – Yeah, I think that’s definitely, that’s still a work in progress where we’re meeting far more often. And I’m trying to really—we also in this summer brought on a full-time employee. She’s not an employee, I guess, she’s an independent contractor, but she’s full time. She was a teacher and now she’s at the gym full time. And so it was a whole lot of navigating, different everything. So we started meeting a lot more frequently, a lot more emails. And I think, the feelings thing still is the—I think some people wanted that position but didn’t vocalize that they wanted that position, but I didn’t know. So that’s some interesting stuff we’re still working through. But yeah, I think as long as they kind of get the vision a heck of a lot more, and just communicating with them more and some are good with it and some aren’t. And we’ve dealt with that a little bit and that’s okay. It’s okay. It’s all good.

Mateo: 15:33 – It’s okay. Yeah, it’s totally okay. You know, that’s the thing, you know, some people are gonna—you gotta get the right people on the bus. Right. And if you decide to make a turn, some people are going to stay on the bus and some people are going to get off and that’s okay. Maybe they’ll meet you on the next stop later or maybe never again. And that’s just the way it’s got to go, you know, to get to where you need to be. I am curious too, so you own the business with your husband?

Amy: 15:57 – Yes. You know, we’re married and stuff, but he’s not real active in the CrossFit side. He’s got his own handful of businesses that he does. He’s more in the construction and disaster restoration, like fires, floods, and he is a commercial and residential builder. And so he does that. But, he’s actually got Chris Cooper as a mentor, kind of in that whole separate space of business development, which is really awesome.

Mateo: 16:30 – That is cool. Okay. So, but he’s not on the CrossFit side. Okay, cool. Got it. Perfect. You mentioned a little bit about there’s the different gyms in your town and you all got your own different vibes and different ways of which you approach fitness and what you offer to people in the community. So in your words then for your gym, what is it that you sell and how do you sell it?

Amy: 16:54 – That’s a really great question. So if we’re looking at the six-week challenge that we’ve built for our front-end offer, I guess the short thing is to say that we sell what they need and we sell it by tying back to their emotional attachment to that need. So, speaking of my husband, he’s on a sprinter-van kick right now. And so these sprinter vans are hefty in cost, and he doesn’t want a $150,000 sprinter van. He wants nature and silence and time to reflect and time with me. So if the Mercedes dealer would sell him those things, then he just sold a $150,000 van. So it’s kind of that same thing, like everybody that comes in, we are selling the nature and the silence and the adventure, like whatever they need. You know, we don’t sell CrossFit and personal training and whatever, we sell the feeling of being a dad that’s proud to run with his kid at football practice, not the deconditioned dad sitting on the sideline that’s a little embarrassed about his spot. So that’s what we’re selling.

Mateo: 18:11 – Okay, so you’re selling the vacation on the beach with the Mai Thais, you’re not selling the actual plane ticket and then like the layover and the suitcases and the travel insurance because that’s—they may be buying that, no one’s excited to buy that. They’re excited to buy what it’ll give them access to, which is, in our case, I guess health and fitness and a better them.

Amy: 18:37 – Absolutely, absolutely.

Chris: 18:37 – Hey guys, it’s Chris Cooper. If you’ve ever run out of money, you know that it affects every single corner of your life, all of your relationships, your business, even your self-worth. And so when I found a mentor in 2009, I said, I want to share this gift with everyone. Since then, I’ve been building and refining and improving a mentorship practice that we now call Two-Brain Business. We break our mentorship into several stages. The first stage is the Incubator, which is a 12-week sprint to get your foundation built, to get you started on retention and employee programs and finding the best staff, putting them in the best roles, training them up to be successful, and then recruiting more clients. It’s an amazing program. It is the culmination of over a decade of work. It’s also the sum of best practices from over 800 gyms around the world. These aren’t just my ideas anymore. What we do is track with data what’s working for whom and when, and we test new ideas against that data to say, is this actually better? Then when ideas have proven themselves conclusively, then we put it in our Incubator or Growth or Tinker programs. I just wrote “Founder, Farmer, Tinker, Thief” to define who should be doing what in what stage of entrepreneurship. But no matter where you are, the Incubator is your first 12-week sprint to get as far as possible in your business. We’re a mentorship practice for one reason: Mentorship is what works. We work with gym owners for one reason: Because you have the potential to change the world with us, and I hope you do.

Mateo: 20:07 – So what was life like trying to acquire new customers before Two-Brain and your approach to advertising and marketing and then how has it changed since?

Amy: 20:20 – Yeah. Before, we didn’t do marketing. We didn’t do sales, we didn’t do marketing. And we definitely are, we’re getting better at that for sure, that’s also a work in progress always. But before we didn’t do any, it was all just word of mouth for sure. And since then, I mean, we followed the protocol verbatim of the Facebook marketing Incubator and the videos that you did were so well laid out. And so just simply laid out that a non-techie like me could keep up. I think the mark of an excellent teacher is one that can teach complexity with such simplicity. So I really loved the thorough explanation. If I can understand something, it’ll stick so much better than just like, do this, do this, do this. It’s like, here’s how you do this and here’s why you do this, and I really like that.

Amy: 21:20 – So that’s been interesting going through that whole thing. Before, people would just come in and we’re like, yeah, check out a class or I mean they would come in because of word of mouth, no other reason, and they would get in there, and doing this route really made us put a presentation together, is what it really made us do. It made us get our act together on that end and have visuals that were pretty and something that was like a package with a bow that people really like. They like having a thing. I thought that was an interesting piece of this, was just having no different than what we do any other day. It was just called something with a picture and it was like they don’t want to commit to a lifelong of working out, but this the shorter-term thing, this six-week thing, they can commit to that. It’s not forever. It’s just a thing, you know, it has a start date and an end date, and—although it doesn’t, but they can wrap their minds around.

Mateo: 22:17 – They don’t know that, but yes.

Amy: 22:22 – Yeah. So it helped us refine our systems a lot. I mean, outside of just the marketing piece, which did wonders for us and is doing wonders for us, it’s really just working on all the other stuff that goes with that. Once you get people, then what? Then what are you gonna do?

Mateo: 22:38 – Right. Yeah. Well, that’s great. I’m glad it was laid out in a way you could understand; if you’re a non-techie and you still got it, that means it’s working. That’s good. And yeah, that was what I wanted people to take away from the course, was just like, hey, you can just keep selling what you’re already normally selling. We’re just gonna make this in a way that makes more sense for the average person to understand. And I think that was—and you’ve been in the CrossFit game a while longer than I have, and I’m sure you understand, like you know, it’s hard to kind of take all that and explain it to the uninitiated, you know, like you’re going to do these movements, but don’t worry, you won’t get hurt, we’re gonna teach you with a PVC pipe, let me explain what PVC pipe is and why that—no, like this is what fundamentals is.

Mateo: 23:31 – It’s too much. Right? And so if you just say, hey, we’re just going to get you fit. This is how it’s going to work. It’s going to be in this timeframe. Don’t worry about anything else. People can sign on to that. And then you now have the opportunity to, once you do that, you now have the opportunity to then teach them about what you want to teach them, which is about, you know, CrossFit and then sell them on the journey at that point. You know, and that’s the goal, right? And I think you said it best, just like putting a picture to it and renaming it something else. And then you’re rocking and rolling. So once you got the machine up and running, we were talking about this before the call. It sounds like you spent, sounds like you sold $3,000 worth of packages and you spent $64 on your ads, which is pretty wild. $64 to make 3000. That’s pretty good. So what happens, once the leads started coming in and you started booking some appointments, what happened? What’s your process? They book an appointment. They’re going to come to the door. What happens for you guys?

Amy: 24:38 – Yeah. That was an interesting thing that I made a mistake with first. We have our full-timer now and I was trying to funnel everything to her so they would come in for these free intros and I would have them go to her. But really the mistake I made there was that nobody can do sales here because—than me. I’m the only one in the ownership position, nobody can do that sales job better than I can. So that would be a tip I would pass on is don’t do that just yet to your new gal, she’s not ready, she’s not ready. So we started that route and then quickly we’re like, okay, that’s not the way we should go. She’s super uncomfortable with sales. So they would go to me first for the free intro and these are definitely different leads.

Amy: 25:25 – That was something we weren’t used to either. Everybody else was like a coworker or a sister or somebody that they were brought in by somebody they’re going to have to see again in their life. So there’s a little more accountability there where this is no contact, you know, it’s kind of virtual relationships and so quite cold often. But if I could get them in, then we’re golden. I don’t know, we would always do the free intro thing and I would always book out 20 minutes and I don’t know that I have any of them that have ever lasted less than at least double that. And you know, they’re going to usually closer to an hour. But the close rate is awesome. If they get in there and I can figure out all of their whys, then we’re good, we can move forward. They’ve already done the hard part, that’s getting in there. They’re in. I just have to not unsell them.

Mateo: 26:18 – Yeah, no, I think especially with the colder traffic, you know, if they do finally make it to your door, then you know, you should be able to lock them down. But so what is that process for you? Say you know, you book 20 minutes but it takes longer, you know, what’s that conversation like? And I know you said, you know, well there’s a couple of things there, but before I go back to the sales-rep thing, what’s your process for when they sit down in front of you?

Amy: 26:44 – We have an intro form that we go through as far as what brought them in there. It’s very Two-Brain from the Incubator. It’s kind of we will follow that for the most part. At the same time that we started the marketing Incubator, we also started Healthy Steps Nutrition. So that was like also coming in hot. So we added some nutrition questions to that as well. But it’s really like what does their day look like? And trying to give them some good stuff that they’re doing now, what’s worked in the past, you know, stuff like that. And just listening for all of those—just listening, listening for all of the things, why they’re tied to certain goals, who’s in their life that things would benefit from them doing things differently. I just had a gentleman this morning and we started out with this and that, but then really at the end it got to it’s really because when he takes his son to football practice, he’s a little embarrassed of where he’s at right now, that he can’t coach, you know, and stuff like that.

Amy: 27:41 – But it took 45 minutes to get there because you can’t fast track a relationship like that when you’re going to some deep stuff, you know? So if I only had given him 10 minutes, we never would’ve gotten there and I maybe wouldn’t have seen him again. So I have to not rush that stuff, but also be efficient. Some people just like to talk and I don’t want to do that either, you know? But, yeah, so it’s that, it’s getting that little bit, and then when we did our front-end offer of a six-week challenge, we have yet—and I think this is kind of crazy—we have yet to sell that, you know what I mean? Like as we designed it to be. They come in and we find that it’s actually, it’s not that that would work great, it’s this, and it’s not this, it’s that, and just kind of reworking things so it’s a better fit. But no one came in insistent upon that and they must leave with that. They just needed to be heard and help them figure out what to do next, actionable steps. What’s next?

Mateo: 28:41 – I think that’s a great point. And that’s something that’s true for my gyms. You know, we sell a lot of—we advertise a lot of six-week programs and rarely are we selling that, we’re either selling, you know, a one-on-one training package or, you know, maybe we’re signing them up for something longer or something shorter. But, and I think that’s a really important point. It’s, you’re just getting them in the door and then we’re going to prescribe what’s going to be the best fit. And often if you have a program that’s you know, six weeks of classes or whatever, you’re going to substitute that out for something else based on what they’re telling you. And I think that’s a really important point. And I think that’s why, you know, we structure the offer when we advertise it to have that flexibility for you.

Mateo: 29:24 – Right? So you create those openings for yourself when you do sit down for the sale. That’s awesome. And so I, and I know you mentioned before, you had your new recruit try to take on these sales, and I think that’s important. You know, I think the goal for a lot of us I think is to remove ourselves from the day-to-day responsibilities of the gym. But that comes in phases. And I think that’s where mentorship comes in to guide you on when to kind of take yourself out and hire out certain roles. And yeah, if you’re putting in someone, a new hire who’s not trained on sales or not trained on, you know, how to properly lead nurture, call someone, yeah, that may not be the right fit. And so yeah, I think taking it on yourself, especially in the beginning is helpful, especially so that you, you now understand the process and you can better teach it to someone else, to a coach or an admin or whoever that is.

Amy: 30:19 – Yeah. I was very uncomfortable when we first started and I was using, like a fellow Two-Brain sales binder sheet for the six-week thing. Like I didn’t really know what do I put in it, what do I structure it like, what’s my price point, what’s my this, what’s my that? And so I would use examples that I could find in the Facebook group and stuff like that. And the more I did it, the more I realized that’s crazy. What I really needed was confidence in what I was selling, which I already know what that—it was just kind of a funny thing though. Like I’ve definitely, I have been doing this for a minute and I should know what I’m doing, but putting it in a different format of this style of marketing put me in a different seat that I wasn’t used to.

Amy: 30:59 – And so it made me think I had to do things differently when really no, I had to be very comfortable. So I kind of had to build our six-week thing how I would build it instead of using another example. But it took me having a few presentation sessions of feeling uncomfortable. Like that’s really not how I would maybe build it. And so I had to redo it into something that I was more comfortable with. But I had to do it and flop on it first, you know, and not fail. That’s like kind of a anti-stoic thing. Like there’s no failure there. There’s just like, okay, I learned a little on that one. Here’s what I won’t do again.

Mateo: 31:38 – Yeah, totally. And sales binders and things like that, you know, it’s a style of selling and it works for a lot of people. But for some people, you know, you don’t need it. I mean, the confidence thing and having the conviction in your product is way more important than being able to, you know, present your offer in a shiny binder. You know, having that conviction is critical. And so, yeah, if the binder is going to throw you off, get rid of that thing. Or like you said, you know, structure, the offer the way that makes sense for you and your business. It sounds like you’ve come a long way, right? It sounds like you had a gym, sold a gym, bought another gym, and now you know, you’re growing, bringing on new staff, training new people, trying new things with marketing. What do you think has been the key to your growth and your success so far?

Amy: 32:38 – Not ever seeing anything as failure. Like we’ll mess up with members. I’ll mess up with coaches and I’ll say things that I’m like, oh, I wish I wouldn’t have said that because it put us down this path or whatever. But just knowing like, whatever, nothing’s angry or mean, like it was just a mistake. Like, I stopped doing this and I should’ve done that more. I should’ve, you know, just nothing’s a failure, and doing this marketing, nothing is a failure there either. If someone comes in and I don’t—or they never come in and I’ve emailed them and texted, I had my first no call, no show thing, which I usually am pretty good at the reaching out before, like connecting before. So then I kind of minimize the chances of them not showing up.

Amy: 33:23 – But, I just, that’s whatever, it’s on them, not on me sort of deal, you know, like it’s not a failure. I didn’t do anything to fail. Could I do things better? Yeah. So I’ll just move from there. So it’s just taking action, which that part I like to do things well. So if I feel ill prepared, I don’t want to start something like say, okay, we’re going to do this weekly or monthly and then completely not follow through with it, I’m a person of my word for sure. So I’m hesitant to take action sometimes because I don’t know that I can fit that in or I can’t see how it’s gonna play out in my head. So just taking action, even though I don’t know what I’m doing. Cool. I’ll figure it out. I’ll figure it out. So yeah, I think taking action and just listening. That’s always a great part. And yeah. Yeah. Helping each other out.

Mateo: 34:15 – Yeah. Taking action, even if it’s a little bit imperfect, I think that’s key for sure. And then I think what you kind of touched on was just be kind to yourself and don’t look at things as failures. Just think of them as, I don’t know, it sounds cheesy, but opportunities for growth and improvement. Yeah. Otherwise you’re just adding to your shame core. And then you never get anything done. Amy, it’s been wonderful talking to you. If people want to talk with you more, learn more about stoicism or just come to Colorado, where can they find you?

Amy: 34:54 – Oh yeah, definitely come to Colorado. If you mountain bike, we’re in like the mountain biking Mecca. It’s really nice, we’re on the Western side of Colorado in a town called Fruita. So we’re kind of known for our mountain biking, but yeah,, on Instagram, @stoic_crossfit. Yeah, you can hit us up there.

Mateo: 35:15 – Thanks, Amy.

Amy: 35:17 – Hey, thank you. I appreciate it, Mateo.

Greg: 35:19 – Thank you for listening to Two-Brain Radio. Make sure to subscribe to receive the most up-to-date episodes wherever you get your podcasts from. To find out how we can help create your Perfect Day, book a free call with a mentor at



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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