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Daily Directive: July 31

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

The fitness industry needs help.

While Two-Brain’s mission is to make fitness entrepreneurs profitable, we’re looking for others to lobby governments worldwide on behalf of gyms.

IHRSA has published a letter to U.S. governors that makes a good case for reopening gyms. It’s worth reading if you want to send your own message to local authorities (and you should).

Read “IHRSA to Governors: ‘Gyms Aren’t Responsible for Spread’”


Daily Lesson


Meanwhile, my role is to get gyms open with maximum speed and profitability. The new model for fitness businesses is simple:

More revenue, lower expenses and the ability to pivot online quickly.

This week, I’ve told you:

How do we know this stuff works? We track data. We test ideas. We prove it.


Daily Directive


After almost 20 years as a coach, I’ve learned the best way to deal with stress is to just. go. coach.

If you’re open, throw everything you have into the next client session.

If you’re closed, call up a friend and guide him or her through a workout over Zoom.

If you’re locked down, teach a parent to squat.

If you’re stressed, or worried, or tired—Go Coach.

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