If you go read the CrossFit.com message boards all the way back to 2001, you’ll find questions about marketing.
The very first affiliates struggled with marketing. Affiliates in 2014–during the highest-growth period of CrossFit affiliates worldwide–still struggled with marketing. And in 2018, affiliates were still struggling with marketing.
So when some gym owners started to find success with various Facebook marketing strategies, I was thrilled. FINALLY, we could talk about actually running a business! FINALLY, more affiliate owners could afford the service that would really make a difference: mentorship!
And it happened: on more and more “Free Help” calls with affiliate owners, I heard: “I ran this six-week challenge and now I can afford mentorship!”
It appeared that the marketing problem was solved–at least, temporarily. No Facebook strategy lasts more than a few months, but I hoped that gym owners were being given some breathing room to work on the stuff that works forever.
But then I started hearing about the “bait and switch” advertising (I refuse to call it “marketing”.)
You know how it works already: “FREE challenge! Sign up here!” Then the potential new client is told the challenge is actually $499…but they’ll get their money back IF they leave a good review…and check off a bunch of other boxes.
I heard stories about coaches leaving, because they no longer trusted the box owners (“If they’re lying to clients, they’re probably lying to me, too.”)
I heard stories about great, long-term clients being “washed out” of the gym by the tidal waves of short-term, in-and-out groups of 30 or more.
I heard stories of burnout by owners. Stories of clients who thought they had “done CrossFit…and now I’m looking for the next thing” because they thought CrossFit was an 8-week mass challenge.
Stories of marketing companies charging tens of thousands of dollars for this stuff!
But what really broke my optimism was this: “People have commitment problems. They never stick around after 8 weeks!”
That’s not a commitment problem. That’s a leadership problem.
What kind of leader promises something to get you in the door, and then tells you the truth later? Not one that I’d follow.
What kind of relationship starts with a lie?
Since starting TwoBrain, I’ve wrestled with the question “What do gym owners actually NEED?” many times. It’s my mission to make gym owners wealthy–because I am one. I’ve asked the question about data sources; about booking and billing software; about handbooks and templates and courses and seminars and mentorship.
But what gym owners actually NEED is the ability to change lives. That means leadership. It means business strategies that stand on their own: logical, replicable, and honorable.
What gym owners don’t need is tricks. That’s what made the industry so corrupt BEFORE CrossFit!
So when two members of the TwoBrain family–John Franklin and Mateo Lopez–told me about their success with Facebook marketing, I was eager to hear their story. I love these guys. I trust them. They’re great leaders. They do things the right way.
They showed me their strategy. They’d taken years (and over $80,000 of investment) to learn how to market their four gyms well. I loved their method, but I don’t sell ideas; so we tested it. First in mentors’ gyms, then in a dozen TwoBrain gyms, then in a hundred. Their Facebook marketing strategy proved SO successful that we built it into the Incubator permanently. Every gym owner who works with TwoBrain receives mentorship in Facebook Marketing now.
Our strategy isn’t a swipe file or one specific campaign. It’s not an over-promise-and-pray plan. It’s mentorship.
What works in my market might not work in yours. Hell, I wouldn’t WANT another gym running the same ads in my city anyway. But John and Mateo have built a mentorship program for marketing on the TwoBrain platform that makes me proud. It’s one-on-one help (not big group calls); a help desk; tons of samples; coaching on ad spend and mentorship on testing. And it’s a fraction of the cost of these challenge-brokers, because I think that’s the right thing to do.
We also make gyms fix up their operations, retention strategy, coaching development plans, and pricing before teaching them marketing…because that’s ALSO the right thing to do.
I want to make gym owners wealthy. That means the ability to stay in the game for 30 years; to build long-term relationships of trust; to lead. Does your marketing make you proud…or does it make you a fraud?