Today we are joined by Joleen and Leighton Bingham of Thirteen Stripes CrossFit. Joleen and Leighton purchased their gym in 2016 just a week after their son was born! With only 69 members total when they first bought the gym, Joleen and Leighton have grown Thirteen Stripes into a wildly successful gym. Listen in as we discuss how they got their start, how Two-Brain has helped them grow, and their plans for the future!


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Contact Joleen and Leighton:



1:35 – Introduction to Joleen and Leighton

4:15 – What is it like to buy a CrossFit gym?

6:57 – The importance of realizing that you need help!

8:43 – How has Thirteen Stripes changes since gaining help from Two-Brain

13:35 – What does Thirteen Stripes sell to their clients other than the CrossFit Gym Experience

18:06 – How to disseminate your clients goals to the rest of your staff effectively

20:11 – How paid advertising has helped Thirteen Stripes grow

28:28 – The statistics behind paid advertising and the returns generated

30:45 – The key to success in growing a successful CrossFit Gym

36:34 – How to contact Joleen and Leighton


Announcer:                            00:02                       Welcome everyone to Two-Brain radio. It is our mission atTwo-Brain to provide 1 million entrepreneurs the freedom to live the life that they choose. Join us every week as we discover the very best practices to achieve perfect day and move you closer to wealth.

Chris:                                         00:26                       This episode is brought to you by InciteTax. Incitetax is founded by John Briggs, a crossfitter, great big tall guy with a fantastic sense of humor and John is like a coach for your books. These guys are not just pencil pushing number crunchers. These guys will actually help you get towards your perfect day. If you’re a member of our Growth stage part of the mentoring program, you’re familiar with John’s videos on 10-99 versus W-2 contractors. See John used to work for the IRS. He’s seeing the other side of labor law and he knows exactly where the line is drawn. Don’t believe everything you read, but on the tax side, John can actually help you plan to take home more money every year and save more money on taxes because John is a certified profit first accountant. If you’ve listened to this podcast before, you know that I’m a big fan of Mike Michalowicz’ . profit first system and John at InciteTax and his staff can help you plan backwards from profit to get to where you need to go. It’s helped members of the Two-Brain family buy houses in the first year that they’ve implemented profit. First. It’s helped people save more money, take home more money and make the business do what it’s supposed to do, which is pay you.

Mateo:                                      01:34                       Hello and welcome to the Two-Brain marketing podcast. I’m your host, Mateo Lopez. I am one of the digital marketing mentors at Two-Brain business. Thanks for tuning in. This is going to be your weekly dose of Digital Marketing Magic. We’re talking about different marketing strategies, campaigns and hear from other Two-Brain clients and see what they’re, what they’re doing out on the Internet to grow their business. In today’s episode, we are very special guests, two very special guests. We have Leighton and Joleen Bingham from 13 Stripes Crossfit. And I’m really excited because both these two have been with Two-Brain for a while, but also one of the first people to go through the Two-Brain marketing addition to the, to the incubator program. And so I’m excited to catch up with these two and just see what we can learn about their business and and, and how they market and and all that fun stuff. So hello you two. So for, you’ve been on various videos I think before some people may who have been around for awhile at Two-Brain may know your story, but for those who don’t, tell us a little about you too and your, your gym, Your Business. How long have you been open and let’s start there. Go ahead.

Leighton:                                 02:55                       So we purchase the gym in June of 2016, about a week and a half after our son was born. So it was kind of a whirlwind experience. We had absolutely no idea what we were doing. We were lost. We just thought it would be fun though to have. We thought it would be fun to own a gym, I should say. I kind of came along for the ride. We literally had absolutely no idea we were doing, when we started, the gym was kind of on the downhill slope. There was a manager in place who had no clue what he was doing either. A lot of people had left the gym and we took over it in June and then realized after a few months that we really had no clue. So I started looking around for ways to kind of help us and stumbled across Two-Brain. And I remember taking the, the first call with Chris sitting on the floor of our massage room.

Joleen:                                      03:47                       We had somebody covering a class for late cause at that point he was coaching all the classes, maybe one or two he wasn’t coaching all week. Somebody covered a class that he could jump on the call with Chris Cooper. At that point it was a little bit hectic. He missed about the first two weeks of our son’s life because he took over coaching everything right about the time that he was born. So that’s kind of our, our backstory of how they came to Two-Brain.

Mateo:                                      04:20                       Tell us a little about the expense of buying an existing gym.

Leighton:                                 04:36                       We were working out in the gym for a couple of years, the owner, he said, hey, what do you think?I think I want to sell the gym. And I said, hey, how much do you want?. Want to see some profit and loss statements, what have you, and he shot us a number and at that time we had no idea how to value a business. They have, I want to say there was what, 79 members total, 69 members total. There was about $7,800 in revenue total a month. And our ARM was at $67 the day we started Two-Brain or going through the incubator. So going through the process of buying the business, we were trying to get the numbers out. I’m trying to get some numbers and we couldn’t get anything solid. So when it went ahead and like, okay, maybe we could make this work. So we got everything signed, we went to the lawyers, made sure everything was legit, and then kind of dove in.

Joleen:                                      05:48                       There were not enough numbers. We couldn’t even get a business loan. It was pretty bad. We couldn’t even get a business loan to purchase the business because he couldn’t produce finances for somebody to give a business loan and say that it would be a sound investment. Now we know, obviously that’s a red flag. We didn’t know that at that point. So we were lucky enough that we were able to purchase it outright. But um, it was in pretty bad shape at that point. Yeah. Um, so I would say anybody who wants to buy a gym, make sure you talk to an attorney. You’ve looked at the accounting, you’ve gone to their accountants. I’m definitely don’t do it the way that we did it. But you should be able to get business bank statements and see where the money’s going.

Joleen:                                      06:30                       He was using it as a personal and business bank account. It was one joint one.

Mateo:                                      06:35                       Got It. Yeah. Okay. That’s great. I love that. Yeah. Words of caution. Talk to a lawyer. Yeah. One step to make sure you can see a record, right. Of money being moved around, purchases being made. I love it. Great. So, so you, you talked a little about you, you’ve got this business, didn’t really know what you were doing, just thought would be awesome or it would be fun. You purchase the business, started getting your hands dirty and realize, oh man, something, uh, we gotta we gotta we gotta talk to somebody or fix it. Yeah. What was that moment? What was that like? I don’t want to say oh shit moment, but that, that moment of like, oh, well what did we just get ourselves into?

Leighton:                                 07:22                       Yeah. So we were, obviously, we had purchased the business and then it was like, well, how are we going to pay for everything? Um, and how do we get new people and how do we not lose any more people than the guy before us lost? I was like, or how do we get all those people back? You know, what do we really do? Um, that was kind of the end. I’m going to give a hundred percent credit to my wife because had she not had the fortitude to just continually tried to talk me into talking to Chris at Two-Brain, I wouldn’t have done it. I mean, I have an amazing Fran time. So

Mateo:                                      08:05                       yeah, I think that’s a, that’s a lesson. I think a lot of us learn the hard way too. It’s like, yeah, I love this thing. Everyone should love it as much as I do. Yes. And it’s going to take care of itself. Yeah.

Joleen:                                      08:19                       Everybody wants to compete. Like we, you know, that was the original thing. Like everybody wants to be a competitor, but that’s not,

Leighton:                                 08:25                       yeah. If I make it to the games, everybody will just come in droves to the gym. Right. No, that’s the .01%.

Mateo:                                      08:32                       And so we’ve, I know, like I said before, some people may have heard this, this part, uh, Joleen’s especially talking about this maybe in other videos and things like that, but how, how has your business changed since joining Two-Brain in implementing some of the things you learn in the incubator?

Joleen:                                      08:49                       I’ll start with the backend stuff. So we actually have systems, we have things written down so that if we’re not there, they don’t have to call us. And if they do call us, we tell them to either go look in the binder or politely ignore them until they go look, that’s the point I’m at right now. But just a much better organization in the back, a social media strategy, you know, uh, the presence to know that we need to make a shift in the people who we are looking for in the gym and to know that you can’t, you can’t do everything yourself. Yeah. That we needed to hire people. We, we were running it basically the two of us, no staff, no other coaches except for here and there. And we’ve done a lot of that. Um, obviously the numbers have changed significantly because of that, about the sales process. That’s all changed from when we started. It was just get people in the door. I don’t care what they pay, you know, come to a free class in all of our coaches were just giving out free training and say, okay, yeah, everybody wants to help everybody. But why when we can, you know, have everybody have the same exact experience and know, be still sliding or anybody gets more training than one or the other kind of.

Joleen:                                      10:04                       Well, and actually to add to that almost I would say about 70% of the gym had a discount of some kind so Leighton and I actually had to physically talk to each person because discounts were so big that we decided that an email wasn’t going to be able to, we had to have those face to face. I should say he did. Um, he, he’s a hard conversation person.

Leighton:                                 10:26                       Yeah. 67 conversations individually, every single client. It was a two month process.

Mateo:                                      10:34                       Yeah. That, uh, that rate conversation is never an easy one to have. And so tell me a little bit more about, you were doing everything yourselves. How long did it take before you were able to get to this point where you have a staff manual, you have processes, you have a way to direct people to say, Hey, this is how you open the gym, this is how you coach the class. If the, if the sink breaks, don’t call me because it’s in the manual already. How long did it take and what was that process like?

Joleen:                                      11:06                       I would say it took a while for, I think both of us to get on the same page. And I think that’s where it, it’s hard when you own a gym of somebody else, he would be focused on one thing and I would be focused on something else. And it wasn’t until we kind of had a moment with our mentor who said, look, you gotta stop stepping on each other’s toes and just do your part of it. So it took at least a year for us to come to that realization that we weren’t fighting each other and it was kind of a, uh, he should be doing one thing. I should be doing another thing, type of thing to get all of those up. And the staff, the SOP, that’s to find something that they can do. I write a new one because I don’t want them to bother me all the time. Not that I don’t like our staff, I love them. They’re some of them, as hard as it is, some of them are friends, so it’s kind of a strange boundary, but it took a while and then getting a hold of the actual marketing cart wasn’t until we started talking to, do free marketing. And I believe I was one of the original ones who sent that like, I want to do this. I told Leighton. Then he was like, okay, whatever.

Mateo:                                      12:10                       So yeah, I, I think that that’s a really important point though, that you just made where there’s a lot of places where you can learn more about how to run a business. A lot of places where you can find the book or a course or someone, a tutorial on how to run some ads. But I think having that mentor and having mentorship and someone to coach you say, Hey, no, you’re stepping on each other’s toes or hey, the focus is not aligned. Or Hey, like we need to circle up. Having that person to hold you accountable. And I know when I went through the incubator, holding me accountable, I think was critical to my success. Do you find that that was the same for you?

Joleen:                                      12:50                       I do. And I think having those action steps, I think that was something that definitely for me, I need to see, you know, this is what you need to be doing. These are the things you need to take on. Um, I’m a list person and a deadline person. So that’s what I like. And I think one of the things is actually really helped us make a lot progress even in the past few months is we have separate mentors now within Two-Brain. Yep. So both of us are actually getting that mentoring and I think it’s kind of doubled our progress at this point. Yeah. And I never even thought that. I don’t even know why. My brain didn’t go there to say, hey, why don’t we get another mentor? You focus on yours. I focused on mine. Um, but people who work or who own a gym with somebody else, I would even suggest something like that.

Mateo:                                      13:30                       that’s awesome. That’s amazing. And so now that you’ve kind of evolved, your business has changed. You have a staff in place, in your words, what do you sell and how do you sell it?

Leighton:                                 13:43                       We sell, we sell a way to help people get their goals, uh, make their goals. You know, rather they want to be healthy. They want to make basic gains, whatever he wants to make. Everybody wants to know. We’re really just selling the lifestyle. It’s a, it’s crazy. Uh, and how, how do we sell it? Well, so right now I’m currently doing all the No-Sweat intros, we’re training somebody, but we always seek the help first approach. You know, there’s so many, so many things out there, you can, you know, anybody can sit in an office and say, okay, you know, here’s our six week challenge. You know, it can take nutrition, contains personal training and it contains group classes. Well, but how does that help anybody? And that’s the, I think that’s the most important component that anybody’s missing. If you don’t know exactly what you’re selling and you can deliver it to whoever you’re talking to as a help first approach.

Leighton:                                 14:39                       Like, you know, how’s nutrition going to help this person get to their goal of gaining 10 pounds? Or how’s it going to help them get to the goal of losing 50, then you shouldn’t it to them. We always go with nutrition and PT first regardless of what we have on the marketing. Um, because through personal training, it’s a completely customized program to that person. And so was our nutrition. No, we have two different, two different levels: one that takes a ton of, that has a ton of accountability. One that has a little bit less. Um, but regardless, you’re getting the same service. So that’s kind of kind of how we do it.

Joleen:                                      15:19                       Yeah. And I think what since we switched to that approach we didn’t have any personal training clients, I was one of our biggest struggles, um, even up to several months ago before we started actually basically before I turned over the marketing to Leighton. But once he got ahold of it, that’s when we started making the shift. And because it wasn’t my passion, it wasn’t my perfect day. Uh, so I think with him, he’s been able to really emotionally reach people, which is strange for me to say, but he can connect with what is, what’s their pain point or what’s the thing that is going to drive them to make a change. So whether it’s getting in shape for a wedding or they have kids and they can’t play with their kids, um, he’s been able to really find that for people and you help with it.

Leighton:                                 16:07                       And that’s what this was really, I think for us is just drives our sales. And then on the backend, not only once you get those people in the door, making sure that, you know, all throughout your foundations you’re, you’re helping them continually just set goals. Um, that was one thing I think is going to continue to drive. Our LEG is about a year and six months, seven months. So it’s 572 days. Exactly. But just continually setting goals even, you know, even through the entire process and disseminating the information from me on the front end of the sales to the person that’s doing foundations from the foundations to the person that’s doing the personal training. And then when we sell personal training, you know, even though it may be a 90 day journey, we project out for six months, hey, this is how we’re gonna help you get your goal and not asking, okay, do you know, do you want to continue just automatically assuming, you know, this is how we’re going to, we’re going to help you and this is, this is what we want to do. Cause I think the minute you take the assumption out of there is when you see your biggest drop off of people just leaving. So that’s Kinda, that’s Kinda it.

Mateo:                                      17:21                       Yeah. It’s, I mean it sounds like there’s a lot of stuff in there. It sounds like one of the key components to your sales process and I think any successful and good sales process is being able to tie the feature of your service or benefit of your service to their goals or their pain point. It’s kind of what you touched upon. It’s yeah, this thing we offer nutrition yet this thing we offer personal training, but being able to tie that benefit to your other program, to the prospect’s goal, to the challenges they’re facing, how that benefits can help them overcome their pain point, I think is key. I think that’s, I think that’s what you were touching on just a few a few minutes ago, which is awesome. I think that’s critical. How do you, when you understand someone’s goals and if you’re doing a lot of the sales, how do you disseminate that to your staff? How do you make sure that message about that client gets to, to the, to the staff members who are actually gonna fulfill all of the coaching.

Leighton:                                 18:19                       So, so after, yeah, so after the, after the No-Sweat intro, we signed the client. I assign it to the person I think fits best with their personality. And then I just have a brief with them, you know, hey, you know, this person has a bum shoulder or this person, you know, has a wedding three months and you know, this is really what they want to do. But even though I do that, I tell them, I still want you to do a goal setting session and I still, or the personal training, I still want you to do a goal setting session or the nutrition and then we’re going to do it. If you’re getting a hundred percent accountability for nutrition, we’re going to do one every single month.

Mateo:                                      18:59                       Oh, do you do it in like an email to them or do you do that in your staff meetings?

Joleen:                                      19:06                       So for the staff, that’s more of a conversation. Yeah.

Leighton:                                 19:09                       Yes, it’s more of an in person conference. Yeah.

Joleen:                                      19:12                       We actually use a software package. It’s a computer program. Sorry. Where we keep track of their goals. So the GM who is going to be running our second location is actually starting to do some goal setting sessions. So keeping track of those goals so that everybody can access them and have that visible to anybody so that if you know she does move or for whatever reason a coach does leave, we have a record of everybody’s goals and we can assign another coach to that.

Leighton:                                 19:41                       Yeah. So essentially to improve upon my process would be to write everything down and just, you know, that way I don’t have to have the in person conversation cause meeting with somebody isn’t always going to be but having it written down.

Mateo:                                      19:54                       Awesome. So, okay cool. So you have, you have your in person meetings with your staff to debrief them and then you also, it’s in your process for your staff to also sit down with the client when they’re going to work with them and make sure they get, get it from them. And hear their story from them. Awesome. Cool. And so how has your business changed since using paid advertising? And some of the strategies we teach Two-Brain marketing?

Joleen:                                      20:19                       Uh, well we had zero personal training clients before. I might wait, am I going to say zero? We had one personal training client who was sporadic from um, it was a high school student who would come in and work with a former teacher. So that was pretty much all we had. Yeah. So we’ve definitely increased our personal training clients significantly. We have added the fact that we’re having a GM now, um, to do that we are adding other nutrition because we need a second one and we’ve added several more coaches are actually interviewing another coach to possibly move into another full time person tomorrow, tomorrow. So basically it has increased our revenue significantly. Sure. We’re almost double at this point. Maybe not quite double yet, but we’re almost doubled from when we started just with the marketing and the ARM is almost 200 it’s up almost$140. I have to double check the numbers for this one. But just from adding the personal training, adding the nutrition so that everybody’s coming in now doing that nutrition before the whole sales process. It was more people would come in and just do our foundations and then go to group classes. So this is added a whole nother component of revenue for us that wasn’t there

Leighton:                                 21:38                       at all. Yeah. And I think with paid advertising, the, the one of the biggest benefits is we can target exactly who we want to come to the door. I say exactly, but we want a certain clientele that meshes well with all of our other clientele. So our audience isn’t 19-20 year old people really start coming into cliques. Yeah. They can’t afford us. And then you’re like, okay, well sorry,

Mateo:                                      22:06                       Walk us through your process. How do you set up a campaign when, when you say going to turn one on and then what happens once you yeah. Talk to talk to us about the buildout, what happens after the ads are on and then, uh, a little bit about your introsales process.

Leighton:                                 22:21                       So typically to build out a campaign, what we, what we do is I go, I do a lot of analytics. So I try to see where were we have a deficit in the gym. Um, you know, if we’re, if we have a lot of 35 to 39 people want to try to fill it up with a little bit older or younger depending on, you know, what clients best fit and then what, what really what we’re really drive the campaign is what, what keywords people are searching for right now. No a summer slim down or you know, check the six week challenge is a big one for a while or the 90 day journey. So what really people kind of want or they’re looking for and then picking a picture to match because a picture says a thousand words, but it’s really true marketing with older females.

Leighton:                                 23:16                       You don’t want, I call it the mid workout face, you, you don’t want people really struck, show people struggling. You want to see happy faces. That actually drives a hundred percent more people than anything else. And then when I choose to switch the campaigns would be when our leads or cost per click, um, gets up upwards of $15, $20 cost per click. So, or we’re receivingone, maybe two leads every single day. So when our return on investment is starting to drop or it’s costing me more to bring one client in , then we’re going to invest that in total. So yeah.

Mateo:                                      24:00                       Got It. Okay, cool. So yeah, I mean I think, I think something you said is so true. I think the creative is making sure that the message and media matches the audience spending some time and some money testing, certain piece of ad creative can really pay dividends in the long run. Uh, it was just something I spent a lot of time doing. It sounds like, I know you spent a lot of time doing as well. And then once someone does inquire for your service, maybe they see an ad, maybe they, they find you on your website, what happens?

Joleen:                                      24:38                       So we have them set up for the No-Sweat intro. They’ll come in through the No-Sweat Intro, they’ll sit down and before they’ll schedule it if they don’t schedule it, we have automatic emails that continue to send it out. They have a call to action. Thank you. Yep. a call to action. In all of the emails that go out to them for at least two weeks, there is approximately seven emails that they’ll get with a call to action. If they do schedule a No-Sweat intro, they get immediately texted or sent an email. We’re not at the place currently where we can immediately call everybody, but that would be ideal is if we could immediately call the day before the appointment. They are sending a point reminder. We had to make some tweaks. For whatever reason, Google maps doesn’t come to our address correctly. So we’ve had to actually, and we’ve through trial and error had to start sending them links to other maps to get there.

Joleen:                                      25:31                       And that’s, that’s where I stop. It’s actually interesting because we actually split the lead nurture up currently. So I do up until the point that it’s about a day before the appointment and then Leightontakes over so that they know who they’re going to talk to. One of the things we’re actually just noticing as we put our GM on the calendar for No-Sweatintro sometimes and they have the choice to choose between Leighton or her. They’re all choosing the book with her because it’s a female name. So when the availabilities there, and that’s one thing that we noticed is that having that female presence seems to be a lot more comforting for them. So when they get to that day before the notice, he calls and he will, he video texts that gets sent if he doesn’t get a call is actually me, because then it’s a female, which we found was less, I don’t want to say threatening, but less intimidating to them. Um, and they were more likely to text back if it was a video from me. And if the video came from our personal phones, not from say uplaunch or whatever other CRM system you’re using, they were more likely to text back if they had an iPhone and it was a blue, like a blue message

Leighton:                                 26:44                       that came through. Um, it’s just those little things that we’ve kind of started to tweak a little bit. So at that point he takes over and then does, yeah. So, uh, I take over if I don’t get a text back or a call back the night before at 8:00 PM, we actually cancel them out. We just cancel our appointments. I’ve only had one person show up in the last, I want to see what, six months, at least six months that we cancel it out. And that’s because she gave us a bogus phone number. So she showed up and she’s still spent $1,200. Yeah. Um, and yeah, it was awesome. But anyways, um, so everybody else, they just, they just don’t show up. I actually even canceled out the wrong person one time and they still showed up, but I put them back in.

Leighton:                                 27:27                       But anyways, so we cancel them out so more people can book. And then fast forward to the day of, what I actually do in the morning is I get an email from my phone with the uh, appointment reminders on it. And then I just go down and text every single person, say, hey, this is Leighton from 13 stripes. You know, I had, I still have you on my calendar for x time. I just want to know if you still need directions to our location, I’m excited to meet you. And then if they don’t, if they don’t text back or show up or they open the message and read it and don’t reply, we cancel them out and just don’t show that way. One, we’re not wasting our time to possibly somebody could fill that time slot if it’s within six hours. Yeah, we have a six hour booking window for appointments.

Mateo:                                      28:12                       Awesome. So yeah, it sounds like you got that confirmation process down , so you’re protecting your time and you know, it just frees up that time to more inquiries and more sales or someone else can take that spot, which is awesome. In so on average, how much are you spending per month on paid ads?

Leighton:                                 28:30                       I don’t know. I don’t know. Right. Well, right now we’re spending about $50 $50 a day for, um, our main campaign and then $25 a day for our awareness for the second gym. So 3,504 is that right? No, 2100 for one and then 2100 a month total.

Mateo:                                      28:54                       And on average, how much front end sales are you bringing in

Leighton:                                 28:57                       about, let’s see, 37 37 on a, on a low month and 5,000 I’m sorry to get about how much it costs versus whatever. Yeah, so like 5,000 our best month was almost 9,000. Yeah.

Mateo:                                      29:17                       Wow, that’s awesome. So strangely enough, our best month was December. Oh Wow. Yeah, it’s usually a slow one. That’s great. So, and so how are you, has this, has this helped you, you know, in, in the process of, you know, opening the new facility and thinking about expanding?

Leighton:                                 29:35                       Most definitely. Yeah. Yup. So right now we’re running awareness campaigns. We actually are going start the

Joleen:                                      29:42                       founder’s Club campaign tomorrow now that we have the space. We got the keys to our second location yesterday. Um, so we can start doing the no sweat intros. Um, so that that should be tomorrow or Sunday at the absolute latest for the founder’s club. Before that, I honestly not even sure how we would gone about opening. I obviously like work talking to people being out in the community, but how do you reach the 50,000 people that are within three miles, you know, even if only half of them are on Facebook or on other social media platforms, how do you reach that many people that there’s not really a better way to do it?

Leighton:                                 30:16                       Yeah. And relying on your, your people for word of mouth. Organic marketing isn’t enough. Yes. If it works, it doesn’t, if you’re wanting to open a second location or even hit revenue goals for your first location is not enough.

Mateo:                                      30:31                       And so going from buying this gym, not really knowing what to expect, coaching all of the classes, wearing all the hats and then getting to this point where your business is profitable, enough to sustain you, your family and your, your staff and profitable enough to fund and fuel and open a second location. What do you think has been the key to your success?

Joleen:                                      30:59                       Mentoring. Listening to our mentors and acting on what they tell us to do and then not fighting against each other, but working with each other. We still struggle with that sometimes. Sometimes I feel like our mentors feel like they might be marriage counselors too. I think you just taking action. I mean, you can have all the great ideas in the world, but until you do them, you know, and I’m, I just like everybody else. I get nervous, like making phone calls sometimes to people. I don’t know. It makes me a little nervous, but, um, it’s something you just have to, to do, you know, we were both working, being full time jobs in addition to running the gym and within the next three months the gyms will be our full time jobs or both of us.

Mateo:                                      31:44                       Can you, because I feel like a lot of people are going to say, like I’ve interviewed a few people are saying yeah, mentorship. But can you give us an example of a time in which you, maybe we’re faced with a task and you might not have taken action, had it not been for your mentor or a time where they pushed you over the edge to be able to get what needs happen done. You just had this call.

Leighton:                                 32:10                       Yeah. So, uh, since, uh, Two-Brain brought on the tinker group, I’m part of it and it’s exponentially helped me grow as hard headed I am and listening to anybody else, um, it’s tough for me to do, but God blessing me. God bless Jeff Smith and putting up with my calls. He’s helped me immensely. Yesterday, I had a call with him. And like finances for us is a big thing. I mean, for anybody that’s a big but taking very different approaches, right? She likes to save, I like to spend, right. But I like to save and it’s been, so helping him, helping me have the conversation and to articulate it to Joleen was, it was the biggest thing. Um, and it was almost groundbreaking that it looks is so much stress instantly off of me. So yeah. And another one was actually sitting down and meet, taking hold of, I’m not saying hold of, but just like going through all the money we spend with both our personal and business and setting up a budget.

Leighton:                                 33:17                       I’m sure everybody says, Hey, I know how much money I spend. I know how much money has been, but do you, do you really? And how much are you budgeting for? You know, how much is in your operating account? How much is your spending account? Are you, you know, just emptying every single account. You have to go in on the next big thing. And I’ll do that and she’s alone and she won’t do that. But luckily to the mentorship, I’ve stopped doing that and recognizing, you know that I just need one that I just need know, focusing on. Just stop trying to do that. So I like to take on a lot of projects, especially when the pressure’s on and helping having the mentor, they’re saying, Yo, you just need to focus. That’s it. Focus on doing what, what’s you’re supposed to do and do it too. You’re a hundred percent potential has really helped.

Joleen:                                      34:10                       So I’m going to add to that because I told him exactly the same thing earlier in the day, like my words in a text to him where you just need to stop. And so guess what? It didn’t sink at all. Not at all. So he came home or we talked later in the day and he said, he told me just the focus. You’re like, did I told you that? I told you that? How come when I say it? It doesn’t matter. It does it you all here. But if someone else says it, yeah, I think that’s been a big one for us as he can tell me something and I can tell him something, but have been somebody, an outside person who’s been there and who’s been through that say, look, this is what has worked for me. This is not what is works for me. You know, this, these are the steps to help you get there.

Joleen:                                      34:56                       So for me, one of the biggest things is calling people on the phone, talking to people. And basically, you know, I just have to do it. I just have to take that first step, stop procrastinating. I’ve got a book that my mentor recommended and just started to take those steps because I know the next time I have a call with him, he’s going to say, hey, did you do that? And I don’t want to be the one who says no, why not? Cause I did. Because then it’s in the notes that he takes to that. I did it, do it. So I think having somebody to keep you accountable, especially if you’re a rule follower, which I am. So he’s not. Um, but I, yeah, so

Mateo:                                      35:38                       yeah, I think that’s so true. And so, all right, well I want to thank you both for hopping on. I think that, yeah, I think we talked about a lot of really important stuff, just one having a sales process valid in that solution focus that’s prescriptive and that like you said, helped, helps first and, and his uh, in line with what problems your prospective clients are looking to solve. And I think another one is being diligent over your, your, your, your money and looking at your ad spend and, and tracking those numbers and, and then also having someone to hold you accountable to these tasks that you’re sending out for yourself as you’re trying to grow and take your business to the next level and open the new location and conquer the world. So when I find you, you know, late last year hopping on my team, you’re starting to, you’re going to be available to help others as they go through the Two-Brain marketing course. So where can people find you if they want to, they want to chat and learn more or drop in at 13 stripes.

Joleen:                                      36:39                       So our website has a ton of information about it and for us, all of our contact information’s on our website, Facebook, Instagram, email, all of that easiest way to reach us. We are in the process of changing the email address on the website, but right now it comes to me so they would reach me directly. Um, we’re turning that over to an Admin as part of our whole price. Yeah, that was actually one of my tasks my mentor gave me. So that’s how they can get me, Leighton,

Mateo:                                      37:41                       Awesome. Well thank you both for joining me today. I’m excited to see some pictures and videos of the new space.

Leighton:                                 37:47                       Good. Yeah, hopefully very soon.

Chris:                                         37:49                       Hey everyone. Chris Cooper here. I’m really thrilled to see you this year in June in Chicago at the 2019 Two-Brains summit. Every year we have two separate speaking tracks is one for you, the business owner and there’s one for coaches that will help them make better, longer, more meaningful careers under the umbrella of your business. This year we’ve got some pretty amazing topics like the client success manager, how to change your life organizational culture or the business owner’s life cycle, how to have breaks, how they have vacations, how to help your marriage survive, owning a business and motivation and leadership. How to convert more clients, how to create a GM position that runs your gym for you and leaves you free to grow your business. How to start a business owner’s group in your community. And more point here is to do the right thing that will help gym owners create better businesses that will last them for the long term, get them to tinker phase, help them be more successful, create meaningful careers that their coaches and give their clients a meaningful path to longterm health. We only do one big seminar every year and that’s the two brain summit and the reason that we do that is because a big part of the benefit is getting the Two-Brain community together and welcoming strangers into our midst and showing them how amazing gym ownership really can be. We’ll have a link to the Two-Brain summit including a full list of all speakers and topics on both the owners and the coaches side in the show notes. I really hope to see you there.

Mateo:                                      39:17                       As always, thank you so much for listening to this podcast. We greatly appreciate you and everyone that has subscribed to us. If you haven’t done that, please make sure you do drop a like to that episode. Share with a friend and if you haven’t already, please write us a review and rate us on how what you think. If you hated it, let us know. If you loved it even better.


This is our NEW podcast, Two-Brain Marketing, where we’ll focus on sales and digital marketing. Your host is Mateo Lopez!

Greg Strauch will be back on Thursday with the Two-Brain Radio Podcast.

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