Episode 144: LinkedIn Ads, with AJ Wilcox

Episode 144: LinkedIn Ads, with AJ Wilcox

Episode 144– The LinkedIn Expert – AJ Wilcox


I’ve always been puzzled by LinkedIn.

On one hand, all of my ideal clients seem to be on there. LinkedIn is the social media for professionals, where you can identify high earners and find local entrepreneurs. And I think entrepreneurs are great CrossFit clients: they can afford it; they have a more open schedule; and they understand my rates and my hours.

On the other hand, LinkedIn doesn’t make it easy to advertise to these people. The news feed is a slow trickle, compared to Facebook’s torrent of cat pics and presidential memes.


AJ Wilcox has spent over $100M on LinkedIn Ads. His team manages the largest and most sophisticated accounts on LinkedIn worldwide. He says we have two choices: spend a minimum of $5000 per month on LinkedIn, OR spend nothing. In this episode, he shares the best practices for both strategies to get leads from the platform. 


AJ Wilcox has been an online marketer since 2007 and managed hundreds of Google Adwords, Facebook and LinkedIn campaigns. In 2014 he decided to venture out on his own and started B2Linked in an effort to spread the success he was experiencing on LinkedIn while advertising to other companies. Today AJ is a certified LinkedIn Ads Partner.


Join us today as we dive into how you can apply LinkedIn advertising to your CrossFit gym or business. According to AJ, a solid campaign should following the following steps:


A – Audience – You’ve got to be able to target your audience efficiently

M – Message – Figure Out what you want to say to your audience

O – Offer  – What are you going to say to get someone’s attention


Checkout AJ’s FREE eight point LinkedIn marketing checklist here: https://b2linked.com/checklist/








1:30 – Introduction to the LinkedIn Expert AJ Wilcox

3:28 – What is the difference between Facebook and LinkedIn Ads?

4:37 – Does LinkedIn contain the target audience for your gym?

5:33 – Spending over $100 Million Dollars on LinkedIn

6:47 – Getting started with LinkedIn Ads

9:32 – Why LinkedIn is more expensive than Facebook and other platforms?

11:09 – What can you do on LinkedIn with a small budget and just starting out?

14:36 – Obtaining new CrossFit clients using LinkedIn

16:28 – Small versus large audience targeting on LinkedIn

17:19 – Strategies for getting started on LinkedIn

18:30 – The biggest mistakes people make on LinkedIn

21:49 – How to approach business to consumer on LinkedIn

22:58 – Content that performs well on LinkedIn

25:21 – Will LinkedIn continue to grow in the future?

27:30 – How important is social proof on LinkedIn compared to other platforms

29:09 – One big success story from using LinkedIn

31:50 – TwoBrain stories with Brain Zimmerman


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Episode 143: The Easiest $1000 You’ll Make This Year

Episode 143: The Easiest $1000 You’ll Make This Year

Episode 143– The Easiest Thousand Dollars You’ll Make This Year– Matt Albrizio


One of the most important things gym owners can do is to MAXIMIZE THEIR TIME. We all have so many options that it’s easy to get sucked into low-value tasks. One of those is designing shirts.


Sure, it feels fun to be creative and fool around with fonts and stuff, but unless your gym is already super profitable, and you’re totally retired, you DON’T HAVE TIME. If you add up the time you spend browsing designs on Google, asking advice on Facebook and then fooling around on Microsoft Paint (or whatever else you’re doing), and then paying someone to clean up your designs and digitize them, you’re probably losing money on retail!


I started using Forever Fierce nearly three years ago. I’m not buying t-shirts and hoodies: I’m buying a solution to my retail problem. That leaves me free to do the stuff that actually grows my business, instead of wasting time on the stuff I just mentioned.


We don’t sell ad space on this podcast. If you hear us talking about someone, there’s only one reason: we believe their service is great for Affiliates. We always use them ourselves.


On this episode, Greg interviews Matt Albrizio of Forever Fierce. Forever Fierce is a custom apparel company that is hyper focused on affiliate owners worldwide. We talk about apparel in the fourth quarter of 2018, the importance of having a theme, and what you should be looking to do in 2019! Additionally, Matt talks about how to make the easiest $1,000 dollars you have ever made. Seriously, you do not want to miss out on this.


Are you ready to get started with your hoodie order? Click Here: https://foreverfierce.com/pages/request-a-design


Want to learn more about an apparel plan? Click Here












1:42 – Apparel and associating them with specific themes

3:23 – Why is now the time to start focusing on hoodies?

5:47 – Key elements of a good hoodie design?

9:25 – The most important components of staff retention

16:55 – CrossFit apparel going forward in 2019

22:54 – How to contact Forever Fierce

25:25 – Two Brain Stories with Greg Strauch

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Episode 142: The Three BIG Questions

Episode 142: The Three BIG Questions

Every few months on this podcast, I like to take a chance to answer the big questions within the CrossFit World. Usually, the answers to these questions are tactical: “Should I raise my rates?” or “Should I deaffiliate?”
But there are three BIG questions that I’ve been sitting on and rolling around for months. These questions have been coming up more and more: either through our Tinker program (for higher-level entrepreneurs) or through phone calls with CrossFit gym owners.

The first question is about entrepreneurial freedom; the second dives deep into human motivation and its ties to marketing; and the third is a question I last saw around 2010, but is making a comeback now.


1.    When should I pursue my big idea?


This question is most often asked by those who already have their own business but want to start a side project. After you make that jump and become an entrepreneur, many want to make a jump to an even bigger idea. The problem here is that many people’s own gym or own first business is still not running efficiently enough to allow for this jump. Should you wait to stabilize your main business first?


2.    Why don’t people stay after an eight week challenge?


When you bring a lot of people into your gym at once and you give them a fixed deadline, they generally do not stick around. The key here is to convert people along the way into long term customers. Having goal reviews and continually updating their “prescription” is key.


3.    Should I join a franchise instead of affiliating?


Many first time gym owners struggle with the decision to join a franchise or remain an independent affiliate. After taking such a big financial and emotional risk, not having a step by step roadmap can sometimes be scary but is joining a franchise really the best decision? The bottom line is that nobody has the exact roadmap to a successful gym.






1:57 – Introduction to the Three Big Questions

4:52 – When is the right time to pursue your big idea?

12:15 – Why don’t people stick around after an eight week challenge?

24:25 – Should you join a franchise instead  of affiliating?

32:34 – Two Brain Stories – Jared Byczko

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Episode 141: The Founders’ Club, with Kaleda Connell

Episode 141: The Founders’ Club, with Kaleda Connell

Kaleda Connell has made it to Tinker Phase:

  • She makes more than enough money at her gym
  • She only does the work she wants
  • Her staff initiate programs and sell memberships
  • She owns her building
  • …and, as you’ll hear, she’s practically the mayor of her town. She even invites other entrepreneurs in to help THEM!

And she’s done it in UNDER THREE YEARS.

In a town of 2500 PEOPLE.

“Farmers, cows, my dog and me” is how she describes Seaforth, Ontario.

Kaleda got off to a roaring start: she had 80 people join her gym before she even opened. Without a single discount.


In this episode, Kaleda will lead host Greg Strauch through the process step by step:

What Kaleda was doing 3 months out to build curiosity

What she offered new members to sign up in advance

Why she bought a bunch of “cute little hard hats”

How Kaleda used the Founder’s Club strategy to be profitable from DAY ONE.


This interview is an incredible resource and step-by-step guide to opening a service business, not just a gym. Kaleda is finishing up her six-month Mentor Training with TwoBrain now…if you’re about to open a gym, you want to get on her schedule before December!


The TwoBrain Client Story is Joleen Bingham (and her husband, Leighton, in absentia.) Best quote: “If it wasn’t for TwoBrain, we wouldn’t have our third child.” What does she mean? Listen here to find out:

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How To Pay Your Staff

How To Pay Your Staff

Go ahead, give them a salary.


Then type up the contract on your Electrolux typewriter, send them a turkey at Christmas, and flip your calendar ahead to 1983.


35 years from now, you’ll ask your staff what they like; find their strengths; and put them in a job that rewards them financially and emotionally.


Or feel free to jump ahead to 2018 now.


Pay your staff for the value they bring to your business.


Start by breaking down every role in your business. Think of these as the “hats” that must be worn to run it.


Now determine the replacement value for each role. What must a person know to be good at that role? What’s that level of education worth? (Don’t worry, there’s an example coming.) How much time is required every week to fulfill that role? How will you measure success?


Now group the roles together to create jobs and careers (they’re different).


Add up all the roles in your business. Does your total payroll (including taxes and benefits) equal 44.4% of your gross revenue or less? Perfect. Sign the contracts!


If your payroll is more than 44% of your total revenue, panic.  Just kidding! Take action to either increase your revenue or decrease your payroll. After you make the free appointment, read “The Salary Cap“.


If you have no idea what percentage of your gross revenue goes to payroll, Call a mentor.


Now here’s the example:


Let’s say a business in the Farmer phase has 14 different roles. These include bookkeeping, personal training, group fitness coaching, nutrition coaching, cleaning, Customer Service Manager, and a few others.


We sit down with a staff member and ask a few questions (we teach the exact questions in the Incubator).


The staff person says, “I really want to make this my career.”


We say, “Fantastic! We’d love to have you. Here’s how we’re going to do it!”


We pull out our Career Roadmap tool (given to you in the Incubator) and start filling their cup.


First, the big roles: “Here’s how much you can make by coaching classes in our gym. Here’s how much you can make by doing Personal Training.”


We total those opportunities. Then we turn to the smaller (but still client-facing) roles:


“Here’s how much you can make if we launch a kids’ program. Here’s how much you could make if we start a nutrition program with Healthy Steps.”


We add those to the bottom line. Then we turn to the other roles, which are paid hourly.


We ask: “Do any of these roles fit into your Perfect Day?”


We pay hourly for those roles. For more, read Specializing Your Staff.


We add all the roles together, and we say “Here’s the opportunity.”


Then we say “Here’s how we’ll get there.”


Here’s an example with MATH:


A coach says: “I want to make this my career. I need $50,000 per year to quit my job at the glue factory.”


We say: “Fantastic! Here’s how we’ll get there. $50,000 per year is $1000 per week, plus two weeks off.”


“I can give you 8 classes per week. We pay $25 per class, so that’s $200 to start.”


“I can give you 15 personal training hours per week. That’s $31.11 per hour. Add another $466.65 per week. We’re two thirds of the way there already!”


(If you don’t have 15 hours of PT to give the coach yet, don’t worry–make it clear that you will, and work with your mentor to get there.)


“Now, let’s look at other opportunities. Do you loooooove working with kids?”

“Uh, no.”
“No problem! How about nutrition?”
“Still fine. I have 5 hours per week available for our Customer Success position at $25 per hour. You’d be AWESOME at that. What do you think?”

“Definitely!” – add $150 per week to the $666.65 from PT and coaching classes, and we’re at $816.65 already.


“Now, I have a couple of other options. First is sales. Another is cleaning. Yet another is bookkeeping…”

“I actually love cleaning.”
“Great! We pay $15 per hour for cleaning, and we’ll need around 8 hours per week. We’re at $936.65 per week now, or $46,832.50 per year. Are we getting close?”


“Yeah, I can start with that!”


Notice that the roles carry different values. And they’re transferable: if the staff member isn’t great at one thing, it can be moved to someone else, along with the pay attached. We don’t believe in putting plumbers in charge of the paint department. And we really don’t want to fire a great plumber simply because they suck at bookkeeping. Why group all roles together under one blanket salary, and risk throwing out the baby with the dishwater?


Notice, too, that the roles in question total 43 hours per week. In Ontario, that’s fine, but you might want to consider that in your state.


You might also consider the Happiness Index to determine what a great wage in your area might be. In my city, $50,000 is good for a dual-income household with a house and a car and a couple of kids. In Vancouver, that’s not enough to share rent with some single roommates. But if you live in an expensive area, your rates should be high enough to keep your payroll at 44% anyway.


Making careers in your gym is simple. If you’ve done a good job breaking down your roles and tasks, adding staff comes down to arithmetic.


Are there special considerations? How do you start the conversation? How do you handle staff training? Isn’t it easier to just do it myself????


There are dozens of other questions around hiring staff. You need a mentor, and a step-by-step program to find, hire and keep staff around. Start with a free call!



Episode 140: The Business Premortem

Episode 140: The Business Premortem

It’s the Hallowe’en Spooktacular!


Not really–but it’s a fitting time to do a Business PreMortem. With the end of the year coming, I’m sure you’re booking calls with your mentor to set up your 2019 strategic plan. In the TwoBrain family, we start this process in November. If you’re not in the TwoBrain family yet, you can use this exercise to kickstart the process (a little fun before the spreadsheets!)


In this episode, I walk through a simple exercise to help you identify and prioritize your opportunities and threats. We’re going to pretend to look back on your “dead” business, because hindsight might be 20/20…but insight allows us to see into the future.


Question 1: What WAS your business?

If you’ve ever had to describe a loved one in three column inches or less, you know what it’s like to distill someone down to their essence. How would you want your business to be remembered? What WAS it, really, at its core–without branding or labels? What did it look like with its clothes off? What will it be remembered FOR?

Question 2: What killed it?

Let’s be really, really clear about your biggest problem. If you don’t KNOW what’s stunting your growth or slowly bleeding you dry, we can help. There are no leeches or bloodletting: just a careful, compassionate examination of your health. I shared a few myths that I still hear every single week.

This exercise should reveal your Achilles heel, and therefore your greatest priority for action.

Was it exhaustion? Complacency? Cash Flow? Coaches becoming competitors?

Maybe take a strong dose of medicine NOW to prevent the fatality later.


Question 3: What survived?

You’re training to be an entrepreneur. If your business goes bankrupt, you’ll have learned something really valuable…and you’ll continue to be an entrepreneur! No one can fire you from this job. You’ll keep many hard lessons learned, many transferable experiences, and maybe even some money.

I hang around with some very successful people. We’re a tight group. And many of us have the “clean slate” fantasy: the wish to start from scratch with what we know now.

What survived that shouldn’t? Did the plague continue to haunt your family after the body was gone? Maybe take steps to quarantine poisons now, too.


If you’re in the TwoBrain family, there’s a worksheet coming to help you. Fill it out and send it to your mentor ahead of your November call. Because on October 31, death ends, and gestation for 2019 begins!

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