How To Be A Bad Entrepreneur

How To Be A Bad Entrepreneur

“I know I can be a millionaire…I just need one good idea.”


New entrepreneurs often think they’re inventors. They have an idea for a new app, or a new service, or a new spin on something old. They want to “try it their way” first. Or “tweak” a working model to “make it their own”. This is a deadly trap. I know, because I was in it.


You don’t need to reinvent the wheel. And you’re delaying your progress by doing so.


CrossFit affiliation is a great example: affiliated gyms pay a licensing fee to use the brand, but receive no business guidance at all. On one hand, this is a massive opportunity to use a huge global brand any way they want. But on the other hand, it means that new affiliates are prone to making the same mistakes old affiliates did. It means the sometimes-fatal errors of 2012 are doomed to be repeated forever. And the errors of 2019 that haven’t been fatal yet? Someone will repeat them in 2024.


Great entrepreneurs aren’t inventors. They don’t try to navigate their way out of the desert themselves. Instead, they ask “Who has already solved this problem?” and then pay for the solution, saving themselves years and millions of dollars. When I learned this trick, I went from $45,000 per year–not including missed paychecks!–to a platform 100x the size.


The truth that most new entrepreneurs don’t know is this: inventors rarely make money. Inventors make mistakes. Eventually, inventors make a product. Then they make new mistakes introducing their product to a market that doesn’t want it. Then they have to make a new market for their product, which takes years. Then they have to make apologies to their family. Then they “make it work” by spending more hours at the drawing board. But they never make money.


Real entrepreneurs take the inventors’ work to a market. Real entrepreneurs make money.


Why is this SO important today?


Because new gym owners are still repeating the mistakes we  made in 2015.


“I’m going to set my prices low, get 250 members, coach them all myself, and remember all of their names!” – no veteran gym owner thinks that’s a good idea. We all learned the hard way that it’s a recipe for high turnover, low income and no sleep. But if no one is collecting these stories, or tracking these data points, every new owner will have to figure it out on their own. That means they’re starting out with a 3-year deficit. Instead of moving the Movement forward with their passion and care, they’re falling into the same tiger pits that almost killed us.


It means that the folks who floundered in 2012 might still be floundering today, because no guiding authority is keeping score.


It means that the mistakes that killed early Affiliates are still out there, waiting. Because no one is shining a light on them.


Bad entrepreneurs are forced to repeat the mistakes of others, because they want to invent their own solution.


Good entrepreneurs are quick to ask the question:


“Who has already solved this problem before me?”


And then they shave years off their journey to success by copying that model instead of inventing their own.




If The Rx Fits, They Will Commit

If The Rx Fits, They Will Commit

“Will CrossFit help me lose weight?”


That’s the question you’re trying to answer.


Every potential client works their way through a series of questions to find you. They sound like this:

“I need to lose weight. But do I need to do it now?”

If the answer is YES, they move on to the next question.

“What’s the easiest way to do it?”

If they select “exercise” over “diet”–a big IF–they move on to the next question:

“What’s the best exercise plan?”

Now, “best” can mean many things: fastest, easiest, least boring, or something else.

If they decide to join a gym over walking/jogging/buying an exercise bike, they start with a Google search.

What are they searching for?

It’s not “gym with best community in Fort Knox.”

It’s not “the happiest gym in Sault Ste. Marie.” (to my chagrin.)

It’s not “highest-certified coaches in Annapolis.” It’s probably “best gym for weight loss” or “cheapest gym in Boston” or “gym near me.”

They probably won’t find your gym in those searches, will they?

Now let’s say they somehow find your site. They’re greeted by a long list of options: CrossFit, personal training, nutrition programming, Sweat Class, Crossfit Lite, Barbell Club…

…which one will help them lose weight? If they don’t try to figure it out themselves, they’ll probably leave.

If they DO try to figure it out themselves, they might take your offer to try a free class.

But if no one talks to them after class about their goals, they’re left to guess: “this hard thing that I just did–will it help me lose weight?”


Every time you make people guess, you filter them out. Because they don’t know what you know.


Here’s how to talk to the people you want to coach:


  1. Start with media. Don’t explain why you’re the best gym. Tell them how to lose weight. Tell them how to cure low back pain. Tell them how to start jogging safely.
  2. Let your media lead them to your website. Your website should contain the solution to their problem and an easy way to take the next step. Here’s a great example.
  3. Let your website lead them to a No-Sweat Intro (call your consultation whatever you want.) But you need to start with a conversation so you can frame your service. Listen to Coty’s process on our podcast here.
  4. Let your conversation lead to a prescription. “Here’s how we can get you to your goal.”
  5. Let that prescription lead to the next prescription. Never stop meeting 1:1 with your clients, measuring their progress, and asking if they’re happy with their results.


People don’t buy CrossFit or bootcamp. People buy outcomes.


Your future clients aren’t impressed by your equipment list. They don’t care about your coaches’ bios, or how many square feet you have, or even your “community”. They care about finding an answer to their problem, and that’s it. If your media portrays the answer to their problem instead of a toes-to-bar video, they can skip a lot of their questions and come talk to you about it.


Many gym owners struggle to get new clients because they’re telling the wrong story. Others aren’t telling any story at all, so the client is left to guess: “Will this help me solve MY problem?” And no one is going to tell that story for us anymore. New clients will have to work down that decision tree, making bad guesses until they finally make the right one. Unless you tell them the truth.

TwoBrain Marketing Episode 7: Coty Bradburn

TwoBrain Marketing Episode 7: Coty Bradburn

 Two Brain Marketing Episode 7: Coty Bradburn

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

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




2:38 – Introduction to Coty Bradburn

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

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

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

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

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

18:33 – The sales process at CrossFit Mountain Island

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

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


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

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

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

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

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

Coty:                                          03:20                       Thanks. Awesome man.

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

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

Mateo:                                      04:10                       How did you do that?

Coty:                                          04:11                       How did I negotiate that?

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Mateo:                                      11:17                       Oh Wow.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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


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

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


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

“Run hard!” – I am running hard, mom.

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


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


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


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

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

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


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


The Five Filters For Fitness Business Advice

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



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



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

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

TwoBrain Marketing Episode 6: Oskar Johed

TwoBrain Marketing Episode 6: Oskar Johed

 Two Brain Marketing Episode 6: Oskar Johed


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


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


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


Contact Oskar:



1:32 – Introduction to Oskar Johed 

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

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

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

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

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

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

23:49 – How to ensure successful conversion of leads

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


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

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

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

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

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

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

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

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

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

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

Oskar:                                        04:17                       Five years.

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

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

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

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

Mateo:                                      05:42                       Right, right. Wow.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Speaker 7:                               34:17                       You guys later.


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

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How Much Suffering Is Enough?

I get it: you can grind.


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


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


But is it really?


Who else is paying your fare?


What are your kids giving up when you work late?


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


You’re not just hurting yourself here, friend.


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


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


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


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


I waited too long. Don’t.