Daily Directive: July 15

A woman prepares to lift a barbell, with the words "Two-Brain Business Daily Directive" as a caption.

Daily Update

I know gym owners are talking about “selling” right now, but there’s really no worse time to do it.

In an environment of chaos and doubt, the value of the gym goes way down—because unpredictability means the assumption of risk, and purchasing an existing gym should mean mitigation of risk. It’s literally the only reason not to start from scratch.

How to sell a gym—two people shake hands in front of a squat rack.

Our “How to Sell a Gym” guide is step by step and includes a gym valuation calculator. But even if you’re totally burned out, you’re still better to crawl forward for a couple of months and bring your gym value back to “normal” before you sell. It’s probably worth tens of thousands to do so.

As Certified Two-Brain Business Mentor Oskar Johed said, the Tinkers of 2021 are being built today. No one is selling gyms for maximum value at the bottom of the market—not even the gym business gurus who closed their gyms.


Daily Lesson


You can have a great career in coaching without owning a gym.

The key is to make sure your position is a long-term win for the gym, for the client and for yourself.

Read: “Coaching Without a Gym: Working From Another Gym”


Daily Directive


Calculate the value of your gym.

Download the “How to Sell a Gym” and “How to Buy a Gym” guides here.

You should know what your gym is worth whether you plan to sell it or hold it forever.

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