The Five Filters

You have too many ideas.


You can’t do all of them.


And you get more every day.


The further you progress in your entrepreneurial career, the more ideas you’ll have. You’ll never run out. And as our social presence increases online, you’ll soon go from treading water to drowning in things you COULD do. Unless you have a filter.

Here are the five filters I taught the Two-Brain family yesterday, in order of application:

  1. The BS filter. “Is this an idea, or a proven strategy?” In other words, has the person sharing the idea actually done it, and tracked data? Have they compared it to something else?
    “The Panther floor scrubber is the best! We love it and so do our members!”
    “What else have you tried?”
    This isn’t a problem in our group, but it sure is in others.
    As a mentor once told me: “Don’t trust people who are willing to make bets with your money.” If they’re pulling ideas out of their butt and testing them on other people, don’t listen to anything they say.
    This is the easy-hard filter, because it’s easy to be skeptical about people, but harder to filter ideas. So if you see a good idea from a sketchy source, you might still want to try it. Go on to #2.
  2. The math filter. Which metric will change? By how much? and What will happen if I do nothing?
    If you’re tracking your ARM, LEG, and Profit, the math filter is simple.
    You simply write down all the ideas you’re thinking about working on. (Read which metrics you NEED to track here.) Then you hold them up to the lens of your metrics and ask, “Will this one improve my ARM? Will it improve my LEG? Will it improve my profit?”
    If you aren’t sure, put the idea aside. You’ll have plenty of others.
    Being sure means having data. For example, “Clients who start with 1:1 training for at least 5 sessions have an increased LEG of 4 months” is great data. “Our clients love having couches to crash on after class!” is not. Maybe having couches means something; maybe not. You have more than enough ideas; let’s stick to the ones that will show a measurable benefit first, because you can’t do everything.
  3. The time filter. Do you need to do it now? When is best? We’re all drawn to urgency over importance (it’s why people smoke cigarettes and don’t exercise.) Personally, I have this tremendous fear that if I don’t act on a great idea NOW, someone else will. Derek Sivers’ book “Anything You Want” has helped a great deal. And my business mentors often help by telling me “Let’s put that on the list for next quarter, and if it’s still really exciting, we’ll do it then.” I can literally hear Marcy’s voice saying that as I type it!
    Remember: you’re not going to run out of great ideas.
  4. The variables filter. What’s the next best step? George Dantzig wasn’t the lead singer of The Misfits. This Dantzig was a mathematician. He invented The Simplex Method. In a nutshell: there are too many things you COULD do right now to change your future. We can’t measure the outcome of any of them precisely, because there are too many variables. So the best thing you can do NOW is to determine the next best step.
    That’s even harder than it sounds. You need an objective eye on your business. But if you don’t have a mentor yet, listen to Jay Williams’ speech from the 2017 Summit. It’s simply called ACTION, and it will help you take the next best step.(get your tickets for the 2019 Summit here.)
  5. The context filter. Is this right for MY specific case right now? Why?  None of us can remain objective about our business. We’re subjective creatures. We all need a mentor who knows our history and can see our future. Read “The Lineage of Mentorship” here; or, if you prefer, here’s a graphic that explains how a good mentor builds a plan with you:

    The blessing of being a smart, entrepreneurial person is also the curse: you’ll always have more ideas than you can possibly act upon. Just yesterday, a friend offered to sell me his company, which is built on a great idea; already profitable; and working from the “help first” perspective. I was excited. The idea passed through my BS filter (I know his history, and trust him.) It passed the math filter (I saw his numbers). But it didn’t pass my time filter, because I have other time investments that will yield a greater return. So I passed the idea along to a friend instead.

    Being successful doesn’t mean doing more things. It means doing the right things. My mentors filter my great ideas and opportunities. Who filters yours?

TwoBrain Marketing Episode 4: Joleen and Leighton Bingham

TwoBrain Marketing Episode 4: Joleen and Leighton Bingham


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


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


Contact Joleen and Leighton:



1:35 – Introduction to Joleen and Leighton

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

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

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

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

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

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

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

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

36:34 – How to contact Joleen and Leighton


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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Chris:                                         37:49                       Hey everyone. Chris Cooper here. I’m really thrilled to see you this year in June in Chicago at the 2019 Two-Brains summit. Every year we have two separate speaking tracks is one for you, the business owner and there’s one for coaches that will help them make better, longer, more meaningful careers under the umbrella of your business. This year we’ve got some pretty amazing topics like the client success manager, how to change your life organizational culture or the business owner’s life cycle, how to have breaks, how they have vacations, how to help your marriage survive, owning a business and motivation and leadership. How to convert more clients, how to create a GM position that runs your gym for you and leaves you free to grow your business. How to start a business owner’s group in your community. And more point here is to do the right thing that will help gym owners create better businesses that will last them for the long term, get them to tinker phase, help them be more successful, create meaningful careers that their coaches and give their clients a meaningful path to longterm health. We only do one big seminar every year and that’s the two brain summit and the reason that we do that is because a big part of the benefit is getting the Two-Brain community together and welcoming strangers into our midst and showing them how amazing gym ownership really can be. We’ll have a link to the Two-Brain summit including a full list of all speakers and topics on both the owners and the coaches side in the show notes. I really hope to see you there.

Mateo:                                      39:17                       As always, thank you so much for listening to this podcast. We greatly appreciate you and everyone that has subscribed to us. If you haven’t done that, please make sure you do drop a like to that episode. Share with a friend and if you haven’t already, please write us a review and rate us on how what you think. If you hated it, let us know. If you loved it even better.


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

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

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Episode 162: Healthy Steps Nutrition, with Nicole Aucoin

Episode 162: Healthy Steps Nutrition, with Nicole Aucoin

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


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


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




4:03 – Introduction to HSN with Nicole Aucoin

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

10:38 – Streamlining your nutrition program at your gym

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

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

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

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

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

30:28 – Overcoming hurdles while starting a nutrition program

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

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

Chris:                                         01:13                       I want responsive design that’s going to work well on mobile. About 60% of your clients are going to come through mobile and more in the future. I want a responsive designer which means I can contact them to make changes and I want to know how to change my own oil. I want to know how to get in there and add my own posts. I talk a lot about content marketing and that means I have to know the medium through which I’m delivering my content. Using for time. Design has been my choice now for about three years because Teresa and her team are super responsive. She can answer questions for me, she can show me how to do it myself if I want to or she can do it for me if I don’t have time. She’s created a big series of videos for TwoBrain clients in our incubator and growth stages to watch so that they can do stuff like build landing pages themselves.

Chris:                                         02:03                       A lot of website companies try to pull the curtain in front of their knowledge. They try to hold a lot of stuff secret so that they can charge you to do the basic things. Just like in car maintenance, changing your oil, rotating your tires. If you want to do that stuff, awesome. If you don’t have time to do that stuff, take it to the garage Theresa at ForTime Design gives you both options and she’ll even teach you how to do it yourself if you want to. I use that’s what’s made them an official TwoBrain partner is our firm belief in their commitment to helping first and a strong sense of service value.

Chris:                                         02:39                       Hey everyone. Chris Cooper here and really thrilled to see you this year in June in Chicago at the 2019 TwoBrain summit. Every year we have two separate speaking tracks is one for you, the business owner and there’s one for coaches that will help them make better, longer, more meaningful careers under the umbrella of your business. This year we’ve got some pretty amazing topics like the client success manager, how to change your life organizational culture or the business owner’s life cycle, how to have breaks, how to have vacations, how to help your marriage survive. Owning a business and motivation and leadership. How to convert more clients, how to create a GM position that runs your gym for you and leaves you free to grow your business. How to start a business owner’s group in your community in more point here is to do the right thing that will help gym owners create better businesses that will last them for the long term.

Chris:                                         03:31                       Get them to tinker phase, help them be more successful, create meaningful careers with their coaches and give their clients a meaningful path to longterm health. We only do one big seminar every year and that’s the two brain summit and the reason that we do that is because a big part of the benefit is getting the TwoBrain community together and welcoming strangers into our midst and showing them how amazing gym ownership really can be. We’ll have a link to theTwoBrain summit, including a full list of all speakers and topics on both the owners and the coaches side in the show notes. I really hope to see you there.

Greg:                                          04:03                       All right. I’m here with Nicole Aucoin of HSN and welcome to TwoBrainradio. Nicole,

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Nicole:                                      35:01                       Yes, I did.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Speaker 6:                               47:30                       As always. Thank you so much for listening to this podcast. We greatly appreciate you and everyone that has subscribed to us. If you haven’t done that, please make sure you do drop a light to that episode. Share with a friend and if you haven’t already, please write us a review and rate us on how what you think. If you hated it, let us know if you loved it, even better. See you guys later.



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TwoBrain Summit 2019: Full Agenda

TwoBrain Summit 2019: Full Agenda

This will be the best Summit ever. This year, our Summit speakers and topics were chosen by the Two-Brain Family. We proposed dozens of topics and let you vote for the ones that would help you MOST. If you’re not familiar with our Summit, it’s not a lecture series: it’s 2 days of PACKED workshops with 2 separate learning streams. We call one “the business side” and one “the coaching side”. Here’s what Julie Johnston of Camp Rhino said about the Summit last year:  

Here’s the 2019 Summit Lineup:

Top 5 Tips for Running a Better Youth Program

Top 5 Tips for Running a Better Youth Program

by Gretchen Bredemeier, Two-Brain Youth Programs Mentor


Thinking about starting a new youth program, or building on the one you have? Here are Gretchen’s Top 5 tips:


1. Take the time to plan long-term.

Short-term thinking and planning is one of the biggest barriers to successful youth programs. It’s why I do everything I can to help gyms overcome this hurdle during mentorship. You can’t just deal with things as they come and expect to thrive.  You have to get ahead of stuff! You respond better, create better, and program better when you work from a long-term plan. Most youth programs are doing exceptionally well if they can think through things a month at a time. Youth coaches and managers work other jobs, have kids… they just tend to have lots going on.  It’s the gym owner’s job to set the vision of a Youth Program, and create an annual plan with quarterly goals. 


2. Get your youth coaches certified.

Sure CrossFit Kids or BrandX is an insurance requirement for youth ages 12 and under, but there are gobs of great reasons to make sure your coaches are certified.  As I coach adults, I’ve never had anyone ask about my certifications. As a Youth Coach, however, I actually decided to hang them all on the wall above my desk and require that all parent conversations happen at that desk.  It’s embarrassing (I don’t want to be THAT person), but parents need to see them. Certs make parents comfortable and help to gain their respect in a “sport” that is still seen as “scary” and “unorthodox” in most areas.  It gives parents the security of knowing that you gained your knowledge from something greater than YouTube. Certs go a long way to professionalize our profession. Certifications can be brought up and used to validate content (particularly anything controversial- like early specialization). At this transition point, as CrossFit begins to take its place as a valid option in youth sports, youth coaches must be obvious experts to gain the trust of parents- and certs are an easy first step.


3. Stop offering family discounts.

Your youth program is the best thing parents can do for their kids.  You know it. I know it. Parents will figure it out quickly. Some parents are coming to your gym anyway so this program is also the most convenient thing they can do for their kids.  And if they weren’t spending their money at your gym, they’d be spending more money somewhere else.  

What they don’t like is the big number they see all going to the SAME place- it’s a psychological annoyance that we have to be mindful of. People are fine spending $500, as long as it is spent in small increments.  When it’s all spent in one large sum, especially at one place or on one thing, that’s when people freak out. Instead of stealing money from your own program, however, there are other ways to help people out.  One simple tactic is to charge adults at the beginning of the month and charge all youth programs on the 15th of each month. If that’s not enough, then you can offer parents something that isn’t recurring. You can offer their child one free clinic/event at sign-up- this also help parents and youth understand how awesome your events are and sets the stage to make attendance at your events an early “habit”. Get creative.  Understand the value you offer and stop stunting the growth of your program.


  1. Create a process for firing clients

Firing youth clients is the one step in your process that allows you to create a truly safe atmosphere for kids. Although this conversation is rough, it has to be done (hopefully rarely) in order to look a potential client in the face and say, “We do not allow _______ here.  The kids who persisted in ______ have been asked to leave.” And that’s a really important thing to be able to say. This is one of the processes that I help gyms create during mentorship, and it’s one that every gym needs. While firing an adult client isn’t something that any of us enjoy having to do, firing a youth client is only tougher and more complicated as it impacts the parent as well.  If you want an excellent youth program, you have to accept and create processes to deal with the fact that not every young athlete is a solid enough match to your “perfect client”.  Obviously, there are better and worse ways to handle this, but I promise it can (and should) be done in a way that leaves both parent and child with nothing but positive things to say about your program.   


  1. Stop thinking of the youth programs as “less than”.

There aren’t a ton of people out there writing about best practices in youth programs, but those that I’ve read all say: “charge lots less for kids”, “they’re young so have shorter classes”, “offer a free first week or a free first MONTH”.  If you wouldn’t do this for adults, why on earth are you doing it for kids? Coaching certification costs for youth coaching are almost twice what it costs to coach adults. You have to keep up with background checks. Kids require greater care in programming, more flexibility and are twice as exhausting to coach. They have zero understanding of their bodies, which change weekly, and are new to concepts that, if accepted and positively charged, will affect their fitness and wellness for a lifetime.  We have to prove our expertise with every class, develop relationships with parents as well as coaches. We are constantly educating ourselves, vigilant about environmental safety, always attentive to the culture we are creating. We are broaching social issues, developing character and leadership skills while creating a long-term plan for CITS (coaches in training)- and then training them. We are teaching kids the fine line between pain and soreness, pushing, keeping them safe, instilling confidence and all under the strict paradigm of “fitness is fun.”  And they’d advise you to charge less and stuff it all into 30/45 minutes? Their recommendation is that you invite new kids and parents into the culture you’ve painstakingly carved with no filter or fundamentals class at no charge for 2-8 classes!? We can’t think like this. Youth classes aren’t childcare- they are training young people how to be healthy humans- our classes can and should impact lives. Charge more, and be more.


TwoBrain Marketing Episode 3: Tania Vrga

TwoBrain Marketing Episode 3: Tania Vrga

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


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


Contact Tania:



2:14 – Introduction to Tania Vrga

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

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

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

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

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

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

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


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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Mateo:                                      30:20                       Wow.

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

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

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

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

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

Tania:                                         32:20                       Okay.

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

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

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

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

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

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

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

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

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

Chris:                                         35:21                       hey everyone, Chris Cooper here on really thrilled to see you this year in June in Chicago at the 2019 two brain summit. Every year we have two separate speaking tracks is one for you, the business owner, and there’s one for coaches that will help them make better, longer, more meaningful careers under the umbrella of your business. This year we’ve got some pretty amazing topics like the client success manager, how to change your life organizational culture or the business owner’s life cycle. How to have breaks, how to have vacations, how to help your marriage survive. Owning a business and motivation and leadership. How to convert more clients, how to create a GM position that runs your gym for you and leaves you free to grow your business. How to start a business owner’s group in your community in more point here is to do the right thing that will help gym owners create better businesses that will last them for the long term, get them to tinker phase, help them be more successful, create meaningful careers that their coaches and give their clients a meaningful path to longterm health. We only do one big seminar every year and that’s the two brain summit and the reason that we do that is because a big part of the benefit is getting the two brain community together and and welcoming strangers into our midst and showing them how amazing GM ownership really can be. We’ll have a link to the two brains summit including a full list of all speakers and topics on both the owners and the coaches side in the show notes. I really hope to see you there.

Greg:                                          36:50                       As always, thank you so much for listening to this podcast. We greatly appreciate you and everyone that has subscribed to us. If you haven’t done that, please make sure you do drop a light to that episode. Share with a friend, and if you haven’t already, please write us a review and rate us on how what you think. If you hated it, let us know if you loved it even better.

Speaker 7:                               37:15                       You guys later.


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

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

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