Daily Directive: Oct. 5

A clipboard with the Two-Brain Business logo and the words "daily directive."

Daily Update


COVID forced many gyms out of business. And for a little while, it quashed the gurus, too.

Maybe their gyms went out of business or maybe their secret Facebook ads thing stopped working. Whatever the reason, I stopped seeing ads for scams promising “40 free leads or your money back!” and other nonsense.

But now they’re back, and just when you think the gurus have sunk as low as they can go, they start to tunnel.

In 2005, I wanted to stop calling myself a “personal trainer” because I thought the term was getting abused by frauds and scam artists. Now I see it with “business consultants.” It doesn’t bother me until they mess with the people I care about most: gym owners. Our industry has enough snake oil without the phony gurus.


Daily Lesson


Today, I’m going to tell you how to spot a fake guru. I’ll also explain how to use data to make decisions—and why I’ve spent years building the Two-Brain Dashboard to help you do exactly that.

Read “What Is Mentorship in the Fitness Business?”


Daily Directive


Whenever you encounter an expert online—in any field—try applying these five filters to their advice:

1. The BS filter.
2. The math filter.
3. The time filter.
4. The variables filter.
5. The context filter.

Here’s how these filters work: “The Five Filters.”


Weekly Schedule for Two-Brain Clients


Sales Tactics With Jeff Burlingame: 11 a.m. today

Personal Training and Online Coaching With Rob Connors: 11 a.m. Tuesday

Digital Marketing With Colm O’Reilly: 11 a.m. Wednesday

Building Youth Programs With Gretchen Bredemeier: 11 a.m. Thursday

Nutrition Business With Lindsey VanSchoyck: 11 a.m. Friday

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