During our Senior Mentoring Team Meeting at the TwoBrain Workshop last weekend, I asked, “What’s the biggest opportunity in front of the CrossFit community that no one is seeing yet?” Two years ago, that was adding nutrition programs. We introduced the world to a simple solution in HSN, and other services have cropped up since. That’s been huge for many. Before that, the opportunity was the Intramural Open; before that, it was Bright Spots.


We agreed the biggest opportunity for some affiliates is to help other local business owners. This might sound like a left-field idea, but here’s why we love it:


CrossFit has created over 15,000 new entrepreneurs.


Though it’s very, very easy to start a new CrossFit gym, it’s very hard to keep one open. So we all jump in with both feet, and then SCRAMBLE to get profitable as quickly as possible. Then we hammer as hard as we can to add staff, and then to level up our businesses to true entrepreneurship instead of just owning a job.


Heavy loads, long distances, for time.


Most CrossFit gyms have to be successful before the end of their first lease. Most new businesses are now stared as “side hustles”–driving an Uber, doing task-based one-off “jobs”, or selling expertise as a VA. We have everything on the line. We’re just desperate enough to try stuff–and fail–fast.


And though the network between affiliates is informal, we DO talk. In the middle of all the Kill Cliff/FitAid questions on Facebook, there IS some progression in our thinking. Granted, we started behind most entrepreneurs (we used to think “profit” was bad) but we’ve pulled ahead. And common knowledge in CrossFit is uncommon knowledge elsewhere.


So when a CrossFit athlete who owns a machine shop asked for my advice this week, I said, “Oh, that’s simple.” because I solved that problem in my box seven years ago.


When a cafe owner asked if she needed a website, I said, “Just a two-pager. But you could REALLY use a subscription model.” And then I told her how to make a great living in the food industry without crazy overhead. And she baked muffins for my kids. I got the idea from other gyms.


When a local screen printer asked how to “get his name out there”, I suggested he focus on his current clients a bit more instead of worrying about attracting new clients.


This is why I opened the Workshop in Sault Ste. Marie: because entrepreneurship can save my sinking city. But I believe it can save the world. And you, my friend, can do a lot to help YOUR city.


Bonus: entrepreneurs make IDEAL clients for CrossFit gyms.


You’ll hear more about the implementation of this idea in the next few weeks and months. But here’s a special bonus: while I still had three of the mentors at the Workshop, I dropped a microphone in our midst and put them all on a Hot Seat. I fired questions at them: “How would you get more clients for a hairdresser?” “If you owned a gym and had to make $5000 in ten days, how would you do it?” I gave them each a beer, hit “RECORD”, and let it flow. I’ll publish that episode on our podcast today. We’re calling it the Mentor Hot Seat, and I’ll do one every time I gather with this crew of growing TwoBrian Mentors.


Enjoy. I sure did.


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