Two-Brain Radio: Success in a Saturated Market With Amy Milyard


Mateo: 00:02 – It’s Mateo of Two-Brain Marketing. On this edition of the Two-Brain Marketing podcast, I’m talking with Amy Milyard from Stoic CrossFit in Colorado. You’ll learn about her experience and what it’s like to run a gym in a small town with five other affiliates surrounding her business. You’ll also learn about her advertising system and how she spent $64 on ads and generated $3,000 in front-end revenue, so you don’t want to miss this. Make sure to subscribe to Two-Brain Radio for more marketing tips and secrets each week.

Greg: 00:31 – Two-Brain Radio is brought to you by Two-Brain Business. We make gyms profitable. We’re going to bring you the very best tips, tactics interviews in the business world each week. To find out how we can help you create your Perfect Day, book a free call with a mentor at

Greg: 00:45 – We’d like to thank one of our amazing partners, Driven Nutrition. Have you ever been asked by your members or your staff what supplements to take, when to take them and where you should get them? How about the time it takes to put in the orders and making sure you have the right amount of supplements on hand? What about your profit margins on your supplements? Do you know what they are? Are they good, even? Your time is worth something, and ordering supplements isn’t worth your time. Driven Nutrition has solved this for you. They allow you to step aside and use preorders to send to your members for all supplement orders. That way you don’t have to have extra inventory on hand and it allows your members to order the supplements when needed. They’ve created an amazing on-boarding process for new businesses to allow for quick and easy understanding of what they have to offer and true profit margins that most other supplement companies promise but never deliver. This is why I personally use Driven Nutrition within my gym. Go to to become a Driven affiliate today.

Mateo: 01:48 – Hello. Welcome to the Two-Brain Marketing podcast. I’m your host Mateo Lopez, one of the digital marketing mentors at Two-Brain Business. Thanks for tuning in, and today I am with Amy Milyard with the Y from Stoic CrossFit. Amy, how are you?

Amy: 02:04 – I am wonderful, Mateo. Thank you for having me. I’m grateful for this experience, this podcast experience.

Mateo: 02:10 – Oh, thanks for joining me. Stoic CrossFit. How did you come up with the name for that?

Amy: 02:16 – We bought a gym that had been open for one year. It was called CrossFit Single Track and we rebranded, about a year in we rebranded to Stoic CrossFit. It’s a much better representation of the community and the culture that we wanted to build. Just kind of seeing the world for what it is, not passing judgement, and it’s not good, it’s not bad. It just is what it is to be a good teammate, a good citizen, a good person. Not to be all about yourself. And instead of complaining or thinking that things are unfair, that you just accept it, carry on, you can’t change the past or others, so you just do what you do, move on forward. So we’re very Stoic by nature.

Mateo: 02:58 – Wow, that’s amazing. And I think now more than ever, it’s pretty important to have that kind of attitude towards life and towards what’s going on in the world. So I think that’s a healthy attitude for sure.

Amy: 03:13 – Yeah, it works. It works in the gym, it works in business, it works in life, at home. It’s a good way to be

Mateo: 03:20 – In business, definitely. Yes. Tell me a little bit about yourself, your story, how you came to own the gym, where you are, and then a little bit about the business.

Amy: 03:28 – Okay. Super. My husband and I found CrossFit in 2007 so we kind of watched the whole evolution of the CrossFit world and we actually had a CrossFit gym from 2010 to about 2013 and pure hobby for sure at that point in time. Sold it and moved away. And then when we moved back, those people that we had sold to opened up a gym as their second location and we bought it from them. So we just like to throw some money to the local fitness community and make the business go round and round. So we bought a gym that had been open for one year and we’ve been owners for two years since then. So open for three that have owned it for two.

Mateo: 04:09 – Wow. So this is your second time around?

Amy: 04:12 – Yes. But the first time, I don’t know that it really counts from a business standpoint, definitely we—it’s our second time around but this time for real.

Mateo: 04:22 – And so wait, walk me through it one more time. You, bought one, no, you opened it, you sold it, those people open another one and then you bought that one.

Amy: 04:31 – Correct.

Mateo: 04:31 – I have never heard that story before. That’s wild. Okay. So there are a lot of people, and I’ve talked about this on here before, but I think it’s important to hear everyone’s perspective. There are a lot of people who are, you know, still thinking about getting into business for CrossFit or opening a gym. So what was your experience like first having opened one and then buying one the second time around? And then what advice would you have for people who are either thinking about investing in and opening their own business or buying an existing business?

Amy: 05:12 – Yeah, those were definitely two different experiences. Having the first one in 2010 CrossFit, it was, I mean, relatively underground still at that point, you know, I mean it wasn’t as mainstream for sure. So definitely the people that you’re getting, your mission every day, it’s just vastly different than what it is now in that CrossFit space at least. I think the reasons for doing it are definitely the same. With just that helping, helping spirit, that heart of service. Man, the business side, it’s kind of like if you loved history, so you want to be a history teacher, well maybe you just love history, but not necessarily teaching, you know, so there’s this whole business side that I actually have really learned to appreciate that. And I think it’s quite tough to have a heart that goes one way and a brain that says go another way. And to get those two to meet in the middle, it’s not easy. I think that’s hard. But as long as you’re on a quest to not lose the soft side of your heart but also not get raked over the coals business-wise, you can do both of those. It’s beautiful. So it’s a learning journey.

Mateo: 06:20 – No, that was a very nice way of putting it. I guess your experience would be a little bit unique cause it sounds like you had a relationship with these people who you bought from.

Amy: 06:30 – Definitely. There are five CrossFit gyms in the area and all but one of them came from that original gym that we started. One was an intern during college and opened one and then another one was one of my original coaches and after we moved he opened one. So we all have a very—we get together for the Open and do Friday Night Lights at each other’s gym. And it’s very good, like the local community, we work quite hard at keeping it. The relationship’s good. So we’ve always stayed in touch and everybody kind of knows what’s going on with everybody else and it’s good. So the people are, yes, they’re definitely friends out at the end of the day.

Mateo: 07:04 – Wow. So you spawned the CrossFit network that’s in your town. That’s really awesome to hear. I mean, what would you attribute that to? Because you hear a lot of horror stories about coaches who have been in your gym for a long time and they go and open their own gym and take half the membership base and then there’s kind of this bad blood. So you know, how did you navigate those waters and get to this point where now there’s it sounds like five or six gyms, they all kind of talk to one another still. And are, you know, in like an alliance of sorts and then friendships are still maintained. So how did you navigate those waters?

Amy: 07:44 – Man, I think it must’ve been just communication, like nonstop communication from the very beginning of just always reaching out to the other gyms and never—I mean, those guys could do things better than I; never just having, like never feeling threatened. Like they can come over and nobody’s trying to do anything malicious. Like it’s truly a, you guys come over and we’ll come over there and no one’s trying to steal members from someone else and it’s just never had that kind of vibe. I think everybody’s just been really secure in what they offer and the job that they do and that they have their own perspective and their own twists and we’ve all just kind of kept confidence in that, that if you come to our gym and check it out and you’re just still kind of getting the lay of the land.

Amy: 08:30 – Like we each encourage that they go to all the other gyms. They all have such a different vibe and such a different flow, and the music’s different, the people are different. The culture’s different. If we’re all truly trying to help someone get more fit, you have to enjoy going, and you may not enjoy going here, but you’ll enjoy going somewhere else. So it’s like we always understand that and want to help people find their spot. So we just—if I know somebody in another gym, I can send them to her personally and say, and I’ll text her like, hey, look out for this guy, he’s coming over. So I don’t know, somehow it’s just a mutual respect and no one’s ever that I know of done anybody real under the table dirty like that. And so I’m sure it’s a ticking time bomb and someday feathers will get ruffled, but so far, somehow, some way we’ve made it.

Mateo: 09:18 – Wow. That’s amazing. Yeah, that’s great. I feel like I haven’t heard—I don’t hear that too often. So that’s really awesome that you guys have a really tight-knit fitness community over there. So you have this business. What was it that drew you to Two-Brain for the second one? It sounds like—or I’m not sure what the timeline is, but you know, you’ve done it before, you sold it. You’re doing it again. You decided to do it again. I guess what made you decide to buy the gym and try one more time, I guess. And then what was the motivation there and then what led you to Two-Brain?

Amy: 09:57 – So, we moved away and when we moved away I was kind of looking for the gym that we had built, couldn’t find it. So kind of got detached from the—definitely we were involved in the fitness community but detached from the CrossFit community a bit. And then we were just really looking for that community we built, couldn’t find it of course. And then we ended up moving back to the same town. And when we moved back, these guys had opened their second spot. And I just, we kinda crossed paths at local things and I started coaching there and they really, l I think they would agree with me when I say that they weren’t ready for that second location. They didn’t have the right people in place. So it was kind of this like half-assed effort at doing something that felt like they should do because they were big enough in their first location.

Amy: 10:37 – But, so I started coaching and working out there and just could see this utter disservice to the members, which they didn’t know, they don’t know otherwise, but I know what it’s like to be done really, really well. And they weren’t getting that. And so just kinda rallied the troops and decided to give it a go again. And we had it for about a year and I went to see my daughter for Thanksgiving, who is in the Army, and my plane got stuck coming back. And so my plan while I was there was to raise rates as soon as I got back. Like I had kind of had this little weekend away and was like emotionally ready to dive into that. And this is pre-Two-Brain and so I’m there and my plane gets stuck and that was my aha moment cause I had to cancel the classes the next day.

Amy: 11:25 – And that was when I was like, I need to build a business that runs without me if I ever think that I deserve to make a rate increase, like I can’t ask people to pay more and then turn around and cancel that class that they just paid more for. So I don’t recall the how or the why that I crossed paths with Two-Brain. I’ve been in this space for a long time, as has Chris Cooper and the gang, so I’m sure it’s been there. I just, you know, when the student is ready, the teacher shall appear. It’s been there all along. I just for some reason didn’t see it, but then somehow we crossed paths and I’m sure grateful. I’m sure grateful that we did.

Mateo: 12:04 – Awesome. That’s great. So, okay, so it sounds like from what you’re saying, it sounds like you wanted to raise rates, you realized you didn’t have the infrastructure to even like keep classes going if you wanted to leave. So you’re like I got to make this thing run on its own. And, and from that point you ran into Chris at some point and took the plunge. So what was the first big change you saw when you started going into mentorship? What was the first change in your business? Was it you suddenly had more free time? Was it that you were able to raise those rates? What was the first thing you saw change once you started going through the Incubator?

Amy: 12:43 – We started in January of this year, so we’re eight, nine months in. And I think it was really all of the SOPs, the systems, the structures. I’ve really always put my focus on coaching development and not the business side at all. So it was really like, and that’s still a work in progress for sure. Having my big sheet done every month is always my like, ugh. I mean, I enjoy it, but it’s not what comes naturally to me. The people side comes naturally to me all day long. I love that part. So it’s really, it’s the behind the scenes stuff and it was really, it was so vastly different than what I had been doing the last two years is as far as what I spend my time on so that I, in hindsight, I did a poor job of communicating why all of a sudden I was doing things differently. And I definitely wish I had communicated with the coaching crew that we had at that time much, much better because I could see it clear as day why to do this and why to do that. But they just see that all of a sudden I’m doing things differently, you know? And I didn’t have a sit down with them as often or yeah, just all the whys and the hows so that they just felt like they were in the loop and I wasn’t just raking in the dough and going on vacay.

Mateo: 14:04 – Yeah. That’s always a tough—when you start to see that rift right, where you do want to start to take some time, not even for yourself, just like you’re not in the gym constantly cause you’re trying to think about the gym, you know, you’re trying to strategize and when you start to see that rift where, oh yeah, Amy’s not coming in anymore and she just kind of sitting back and we’re all doing all that. That’s a tough dynamic. So how did you make the change where you’re having staff meetings and making that shift? How did you figure out how to, you know, bring people into—aligned with the mission?

Amy: 14:41 – Yeah, I think that’s definitely, that’s still a work in progress where we’re meeting far more often. And I’m trying to really—we also in this summer brought on a full-time employee. She’s not an employee, I guess, she’s an independent contractor, but she’s full time. She was a teacher and now she’s at the gym full time. And so it was a whole lot of navigating, different everything. So we started meeting a lot more frequently, a lot more emails. And I think, the feelings thing still is the—I think some people wanted that position but didn’t vocalize that they wanted that position, but I didn’t know. So that’s some interesting stuff we’re still working through. But yeah, I think as long as they kind of get the vision a heck of a lot more, and just communicating with them more and some are good with it and some aren’t. And we’ve dealt with that a little bit and that’s okay. It’s okay. It’s all good.

Mateo: 15:33 – It’s okay. Yeah, it’s totally okay. You know, that’s the thing, you know, some people are gonna—you gotta get the right people on the bus. Right. And if you decide to make a turn, some people are going to stay on the bus and some people are going to get off and that’s okay. Maybe they’ll meet you on the next stop later or maybe never again. And that’s just the way it’s got to go, you know, to get to where you need to be. I am curious too, so you own the business with your husband?

Amy: 15:57 – Yes. You know, we’re married and stuff, but he’s not real active in the CrossFit side. He’s got his own handful of businesses that he does. He’s more in the construction and disaster restoration, like fires, floods, and he is a commercial and residential builder. And so he does that. But, he’s actually got Chris Cooper as a mentor, kind of in that whole separate space of business development, which is really awesome.

Mateo: 16:30 – That is cool. Okay. So, but he’s not on the CrossFit side. Okay, cool. Got it. Perfect. You mentioned a little bit about there’s the different gyms in your town and you all got your own different vibes and different ways of which you approach fitness and what you offer to people in the community. So in your words then for your gym, what is it that you sell and how do you sell it?

Amy: 16:54 – That’s a really great question. So if we’re looking at the six-week challenge that we’ve built for our front-end offer, I guess the short thing is to say that we sell what they need and we sell it by tying back to their emotional attachment to that need. So, speaking of my husband, he’s on a sprinter-van kick right now. And so these sprinter vans are hefty in cost, and he doesn’t want a $150,000 sprinter van. He wants nature and silence and time to reflect and time with me. So if the Mercedes dealer would sell him those things, then he just sold a $150,000 van. So it’s kind of that same thing, like everybody that comes in, we are selling the nature and the silence and the adventure, like whatever they need. You know, we don’t sell CrossFit and personal training and whatever, we sell the feeling of being a dad that’s proud to run with his kid at football practice, not the deconditioned dad sitting on the sideline that’s a little embarrassed about his spot. So that’s what we’re selling.

Mateo: 18:11 – Okay, so you’re selling the vacation on the beach with the Mai Thais, you’re not selling the actual plane ticket and then like the layover and the suitcases and the travel insurance because that’s—they may be buying that, no one’s excited to buy that. They’re excited to buy what it’ll give them access to, which is, in our case, I guess health and fitness and a better them.

Amy: 18:37 – Absolutely, absolutely.

Chris: 18:37 – Hey guys, it’s Chris Cooper. If you’ve ever run out of money, you know that it affects every single corner of your life, all of your relationships, your business, even your self-worth. And so when I found a mentor in 2009, I said, I want to share this gift with everyone. Since then, I’ve been building and refining and improving a mentorship practice that we now call Two-Brain Business. We break our mentorship into several stages. The first stage is the Incubator, which is a 12-week sprint to get your foundation built, to get you started on retention and employee programs and finding the best staff, putting them in the best roles, training them up to be successful, and then recruiting more clients. It’s an amazing program. It is the culmination of over a decade of work. It’s also the sum of best practices from over 800 gyms around the world. These aren’t just my ideas anymore. What we do is track with data what’s working for whom and when, and we test new ideas against that data to say, is this actually better? Then when ideas have proven themselves conclusively, then we put it in our Incubator or Growth or Tinker programs. I just wrote “Founder, Farmer, Tinker, Thief” to define who should be doing what in what stage of entrepreneurship. But no matter where you are, the Incubator is your first 12-week sprint to get as far as possible in your business. We’re a mentorship practice for one reason: Mentorship is what works. We work with gym owners for one reason: Because you have the potential to change the world with us, and I hope you do.

Mateo: 20:07 – So what was life like trying to acquire new customers before Two-Brain and your approach to advertising and marketing and then how has it changed since?

Amy: 20:20 – Yeah. Before, we didn’t do marketing. We didn’t do sales, we didn’t do marketing. And we definitely are, we’re getting better at that for sure, that’s also a work in progress always. But before we didn’t do any, it was all just word of mouth for sure. And since then, I mean, we followed the protocol verbatim of the Facebook marketing Incubator and the videos that you did were so well laid out. And so just simply laid out that a non-techie like me could keep up. I think the mark of an excellent teacher is one that can teach complexity with such simplicity. So I really loved the thorough explanation. If I can understand something, it’ll stick so much better than just like, do this, do this, do this. It’s like, here’s how you do this and here’s why you do this, and I really like that.

Amy: 21:20 – So that’s been interesting going through that whole thing. Before, people would just come in and we’re like, yeah, check out a class or I mean they would come in because of word of mouth, no other reason, and they would get in there, and doing this route really made us put a presentation together, is what it really made us do. It made us get our act together on that end and have visuals that were pretty and something that was like a package with a bow that people really like. They like having a thing. I thought that was an interesting piece of this, was just having no different than what we do any other day. It was just called something with a picture and it was like they don’t want to commit to a lifelong of working out, but this the shorter-term thing, this six-week thing, they can commit to that. It’s not forever. It’s just a thing, you know, it has a start date and an end date, and—although it doesn’t, but they can wrap their minds around.

Mateo: 22:17 – They don’t know that, but yes.

Amy: 22:22 – Yeah. So it helped us refine our systems a lot. I mean, outside of just the marketing piece, which did wonders for us and is doing wonders for us, it’s really just working on all the other stuff that goes with that. Once you get people, then what? Then what are you gonna do?

Mateo: 22:38 – Right. Yeah. Well, that’s great. I’m glad it was laid out in a way you could understand; if you’re a non-techie and you still got it, that means it’s working. That’s good. And yeah, that was what I wanted people to take away from the course, was just like, hey, you can just keep selling what you’re already normally selling. We’re just gonna make this in a way that makes more sense for the average person to understand. And I think that was—and you’ve been in the CrossFit game a while longer than I have, and I’m sure you understand, like you know, it’s hard to kind of take all that and explain it to the uninitiated, you know, like you’re going to do these movements, but don’t worry, you won’t get hurt, we’re gonna teach you with a PVC pipe, let me explain what PVC pipe is and why that—no, like this is what fundamentals is.

Mateo: 23:31 – It’s too much. Right? And so if you just say, hey, we’re just going to get you fit. This is how it’s going to work. It’s going to be in this timeframe. Don’t worry about anything else. People can sign on to that. And then you now have the opportunity to, once you do that, you now have the opportunity to then teach them about what you want to teach them, which is about, you know, CrossFit and then sell them on the journey at that point. You know, and that’s the goal, right? And I think you said it best, just like putting a picture to it and renaming it something else. And then you’re rocking and rolling. So once you got the machine up and running, we were talking about this before the call. It sounds like you spent, sounds like you sold $3,000 worth of packages and you spent $64 on your ads, which is pretty wild. $64 to make 3000. That’s pretty good. So what happens, once the leads started coming in and you started booking some appointments, what happened? What’s your process? They book an appointment. They’re going to come to the door. What happens for you guys?

Amy: 24:38 – Yeah. That was an interesting thing that I made a mistake with first. We have our full-timer now and I was trying to funnel everything to her so they would come in for these free intros and I would have them go to her. But really the mistake I made there was that nobody can do sales here because—than me. I’m the only one in the ownership position, nobody can do that sales job better than I can. So that would be a tip I would pass on is don’t do that just yet to your new gal, she’s not ready, she’s not ready. So we started that route and then quickly we’re like, okay, that’s not the way we should go. She’s super uncomfortable with sales. So they would go to me first for the free intro and these are definitely different leads.

Amy: 25:25 – That was something we weren’t used to either. Everybody else was like a coworker or a sister or somebody that they were brought in by somebody they’re going to have to see again in their life. So there’s a little more accountability there where this is no contact, you know, it’s kind of virtual relationships and so quite cold often. But if I could get them in, then we’re golden. I don’t know, we would always do the free intro thing and I would always book out 20 minutes and I don’t know that I have any of them that have ever lasted less than at least double that. And you know, they’re going to usually closer to an hour. But the close rate is awesome. If they get in there and I can figure out all of their whys, then we’re good, we can move forward. They’ve already done the hard part, that’s getting in there. They’re in. I just have to not unsell them.

Mateo: 26:18 – Yeah, no, I think especially with the colder traffic, you know, if they do finally make it to your door, then you know, you should be able to lock them down. But so what is that process for you? Say you know, you book 20 minutes but it takes longer, you know, what’s that conversation like? And I know you said, you know, well there’s a couple of things there, but before I go back to the sales-rep thing, what’s your process for when they sit down in front of you?

Amy: 26:44 – We have an intro form that we go through as far as what brought them in there. It’s very Two-Brain from the Incubator. It’s kind of we will follow that for the most part. At the same time that we started the marketing Incubator, we also started Healthy Steps Nutrition. So that was like also coming in hot. So we added some nutrition questions to that as well. But it’s really like what does their day look like? And trying to give them some good stuff that they’re doing now, what’s worked in the past, you know, stuff like that. And just listening for all of those—just listening, listening for all of the things, why they’re tied to certain goals, who’s in their life that things would benefit from them doing things differently. I just had a gentleman this morning and we started out with this and that, but then really at the end it got to it’s really because when he takes his son to football practice, he’s a little embarrassed of where he’s at right now, that he can’t coach, you know, and stuff like that.

Amy: 27:41 – But it took 45 minutes to get there because you can’t fast track a relationship like that when you’re going to some deep stuff, you know? So if I only had given him 10 minutes, we never would’ve gotten there and I maybe wouldn’t have seen him again. So I have to not rush that stuff, but also be efficient. Some people just like to talk and I don’t want to do that either, you know? But, yeah, so it’s that, it’s getting that little bit, and then when we did our front-end offer of a six-week challenge, we have yet—and I think this is kind of crazy—we have yet to sell that, you know what I mean? Like as we designed it to be. They come in and we find that it’s actually, it’s not that that would work great, it’s this, and it’s not this, it’s that, and just kind of reworking things so it’s a better fit. But no one came in insistent upon that and they must leave with that. They just needed to be heard and help them figure out what to do next, actionable steps. What’s next?

Mateo: 28:41 – I think that’s a great point. And that’s something that’s true for my gyms. You know, we sell a lot of—we advertise a lot of six-week programs and rarely are we selling that, we’re either selling, you know, a one-on-one training package or, you know, maybe we’re signing them up for something longer or something shorter. But, and I think that’s a really important point. It’s, you’re just getting them in the door and then we’re going to prescribe what’s going to be the best fit. And often if you have a program that’s you know, six weeks of classes or whatever, you’re going to substitute that out for something else based on what they’re telling you. And I think that’s a really important point. And I think that’s why, you know, we structure the offer when we advertise it to have that flexibility for you.

Mateo: 29:24 – Right? So you create those openings for yourself when you do sit down for the sale. That’s awesome. And so I, and I know you mentioned before, you had your new recruit try to take on these sales, and I think that’s important. You know, I think the goal for a lot of us I think is to remove ourselves from the day-to-day responsibilities of the gym. But that comes in phases. And I think that’s where mentorship comes in to guide you on when to kind of take yourself out and hire out certain roles. And yeah, if you’re putting in someone, a new hire who’s not trained on sales or not trained on, you know, how to properly lead nurture, call someone, yeah, that may not be the right fit. And so yeah, I think taking it on yourself, especially in the beginning is helpful, especially so that you, you now understand the process and you can better teach it to someone else, to a coach or an admin or whoever that is.

Amy: 30:19 – Yeah. I was very uncomfortable when we first started and I was using, like a fellow Two-Brain sales binder sheet for the six-week thing. Like I didn’t really know what do I put in it, what do I structure it like, what’s my price point, what’s my this, what’s my that? And so I would use examples that I could find in the Facebook group and stuff like that. And the more I did it, the more I realized that’s crazy. What I really needed was confidence in what I was selling, which I already know what that—it was just kind of a funny thing though. Like I’ve definitely, I have been doing this for a minute and I should know what I’m doing, but putting it in a different format of this style of marketing put me in a different seat that I wasn’t used to.

Amy: 30:59 – And so it made me think I had to do things differently when really no, I had to be very comfortable. So I kind of had to build our six-week thing how I would build it instead of using another example. But it took me having a few presentation sessions of feeling uncomfortable. Like that’s really not how I would maybe build it. And so I had to redo it into something that I was more comfortable with. But I had to do it and flop on it first, you know, and not fail. That’s like kind of a anti-stoic thing. Like there’s no failure there. There’s just like, okay, I learned a little on that one. Here’s what I won’t do again.

Mateo: 31:38 – Yeah, totally. And sales binders and things like that, you know, it’s a style of selling and it works for a lot of people. But for some people, you know, you don’t need it. I mean, the confidence thing and having the conviction in your product is way more important than being able to, you know, present your offer in a shiny binder. You know, having that conviction is critical. And so, yeah, if the binder is going to throw you off, get rid of that thing. Or like you said, you know, structure, the offer the way that makes sense for you and your business. It sounds like you’ve come a long way, right? It sounds like you had a gym, sold a gym, bought another gym, and now you know, you’re growing, bringing on new staff, training new people, trying new things with marketing. What do you think has been the key to your growth and your success so far?

Amy: 32:38 – Not ever seeing anything as failure. Like we’ll mess up with members. I’ll mess up with coaches and I’ll say things that I’m like, oh, I wish I wouldn’t have said that because it put us down this path or whatever. But just knowing like, whatever, nothing’s angry or mean, like it was just a mistake. Like, I stopped doing this and I should’ve done that more. I should’ve, you know, just nothing’s a failure, and doing this marketing, nothing is a failure there either. If someone comes in and I don’t—or they never come in and I’ve emailed them and texted, I had my first no call, no show thing, which I usually am pretty good at the reaching out before, like connecting before. So then I kind of minimize the chances of them not showing up.

Amy: 33:23 – But, I just, that’s whatever, it’s on them, not on me sort of deal, you know, like it’s not a failure. I didn’t do anything to fail. Could I do things better? Yeah. So I’ll just move from there. So it’s just taking action, which that part I like to do things well. So if I feel ill prepared, I don’t want to start something like say, okay, we’re going to do this weekly or monthly and then completely not follow through with it, I’m a person of my word for sure. So I’m hesitant to take action sometimes because I don’t know that I can fit that in or I can’t see how it’s gonna play out in my head. So just taking action, even though I don’t know what I’m doing. Cool. I’ll figure it out. I’ll figure it out. So yeah, I think taking action and just listening. That’s always a great part. And yeah. Yeah. Helping each other out.

Mateo: 34:15 – Yeah. Taking action, even if it’s a little bit imperfect, I think that’s key for sure. And then I think what you kind of touched on was just be kind to yourself and don’t look at things as failures. Just think of them as, I don’t know, it sounds cheesy, but opportunities for growth and improvement. Yeah. Otherwise you’re just adding to your shame core. And then you never get anything done. Amy, it’s been wonderful talking to you. If people want to talk with you more, learn more about stoicism or just come to Colorado, where can they find you?

Amy: 34:54 – Oh yeah, definitely come to Colorado. If you mountain bike, we’re in like the mountain biking Mecca. It’s really nice, we’re on the Western side of Colorado in a town called Fruita. So we’re kind of known for our mountain biking, but yeah,, on Instagram, @stoic_crossfit. Yeah, you can hit us up there.

Mateo: 35:15 – Thanks, Amy.

Amy: 35:17 – Hey, thank you. I appreciate it, Mateo.

Greg: 35:19 – Thank you for listening to Two-Brain Radio. Make sure to subscribe to receive the most up-to-date episodes wherever you get your podcasts from. To find out how we can help create your Perfect Day, book a free call with a mentor at

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