Post-COVID: The New Breed of Fitness Coach With Josh Martin


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Mike (00:02):

The fitness industry has been under assault for months and it’s forced everyone to reconsider absolutely everything. Now, gym owners who prided themselves on teaching squat mechanics find themselves working more as life coaches and less as tacticians. Today on Two-Brain Radio, I talked to Josh Martin about how coaches can reimagine themselves as they work to sell services and help clients. Josh is here right after this. If you joined the Facebook group Gym Owners United yet? If not, why not? If you’re looking to rebuild your gym, you need to be in this group. Inside, gym owners from all over the world are learning from and supporting each other. You also get daily actionable advice from the one and only Chris Cooper. That group is Gym Owners United on Facebook. For access, be sure to answer all the intake questions. This is Two-Brain Radio. I’m Mike Warkentin here with Josh Martin. He’s the owner of CrossFit for Glory just East of Tampa, Florida. He’s a certified Two-Brain mentor, the co-owner of Two-Brain Coaching, the son of a major league baseball pitcher and an all around good guy. Today, he’s going to talk to us about the hyper-speed evolution of the fitness coach over the last few months. Josh, how are you down in Florida?

Josh (01:05):

Mike, I’m doing great. Thank you so much for having me back on the podcast.

Mike (01:09):

It is always a pleasure. If you guys are not checking out the Two-Brain Coaching website where Josh and Chris Cooper are blogging, you guys need to do it. I’ve been following along Josh, and that prompted this podcast. You guys have some really cool kind of mindset stuff that I want to get into, but before we do that, give me the quick update on For Glory and Florida. Where are you guys at right now? And again, this is being recorded May 19th for airing a little bit later.

Josh (01:30):

Yeah. So, you know, by the time this airs we will have been given permission to re-open gyms here in the state of Florida. Our governor just announced the prior Friday that we could open. He did give us permission to open on Monday, May 18th, but we’re opting to take things a little bit more cautiously. Make sure that we could deliver an amazing experience at our gym that really prioritizes our members’ health and safety. So we’re bringing our staff in, we’re actually walking them through some mock scenarios of what it should look like. And then we are going to open on Wednesday, may the 20th. Ironically that is literally two months to the day of when we officially closed the physical location due to the C OVID crisis. So, yeah, I mean we’re super excited to be getting back into our physical space.

Josh (02:25):

Florida’s requirements in terms of, you know, what gyms have to do are actually pretty conservative. Meaning we’ve got some occupancy things, the cleanliness piece, we’re going to take it a couple of steps further and limit the number of people in classes. But other than that, the members have really been super accepting of what we’ve put out there. They’ve just been wonderful during this whole time. And honestly, the heroes of this whole thing are my coaches. And it’s why I love talking about things like this because I do have an amazing staff that really delivers service that we sell, which is coaching. So we’re ready to rock and roll and hopefully by the time this airs, things are operating pretty smoothly at our gym here.

Mike (03:09):

We’ll definitely, I’ll be following along personally and if anyone wants to check it out, definitely go look at CrossFit For Glory and see what they do as they reopen. Let’s get right on to coaching then. You mentioned that your coaches are really the stars of the show here. The mentality has changed, right? So three months ago, most coaches would have said their primary job was cueing and coaching movement, right? Teaching, squat, knees out, chest up, all that stuff. Now they’re finding at least many of them are finding that isn’t the game. And maybe it never really was. As we go into selling with a new mentality, like I’ve seen your blog about this. What is the primary role of a coach now?

Josh (03:41):

Yeah. So this is a great question to start off with Mike. I really believe that the mission remains the same. Meaning, you know, we want to keep a client. That’s always what I tell people is the first role of the coaches retention. You want to keep the client, but ultimately so that you can get them to their goal. So I think the mission is still the same. What we’re finding though is that the strategy is what really differs these days. So what you talked about is one strategy where I’m cueing, you know, movement, corrections, movement faults, fixing these things, identifying things. But what we’re saying now is that you need to have a broader perspective whenever you are trying to get somebody to that goal. It’s not just, Oh, squat a little bit deeper, you know, lock the bar out a little bit stronger.

Josh (04:37):

One of the principles in fact that we teach it at Two-Brain Coaching is something that we call sleep, eat, move and manage. And the last piece manage is in reference to managing stress. But we want to work with clients and getting them to their goal by looking at how well do they sleep? Are they getting enough of it? Looking at their movement? Yes. Movement is a part of it. Looking at their nutrition and then finally looking at their stress management. You know, do they have a daily practice to manage it well and then manage it often? So tactically I think we’re all doing the same things. We’re offering services online, we’re offering them in person. The mission is the same, still getting the client to the goal, but the strategy is really where the coach needs to become a lot more flexible so that they can continue to get that client to their goal.

Mike (05:28):

You know, it’s funny because when I was coaching, I would look, I think I stopped my thinking a couple of steps too early where I’d say, OK, I want you to squat a little bit deeper. In the client’s, you know, why would I want the client to do that? Well, you know, full range of motion is going to be better for your joints. It’s going to be stronger, more muscles engaged. It’s going to help you, you know, just do this movement properly according to our standards. OK, so what does that really benefit the client? Ultimately this whole, the next steps that I stopped asking questions about were, what does that do? And now what if the client squats to the standards, the client is going to get stronger, client’s going to avoid injury, the client’s going accomplish the goals. That’s really the steps that I missed is that the client’s not there to squat to depth.

Mike (06:07):

The quiet is there to accomplish a goal of being stronger, fitter, healthier, picking up a child, whatever that goal is, and so my instruction squat to depth is related to that goal, but I stopped short of that in my thinking because I wanted, I was looking one step short I think. So it’s really cool. What you’ve got there is you’ve got this four pillar thing where movement is just one of the aspects. But interestingly enough, in the coaching world, it seems to be the one that we almost focus on, at least many of us focus on way too much to the detriment of probably the other three. And like you said, if I’m the best tactician in the world and I can make anyone squat well, it doesn’t matter if I’m a jerk and I can’t get that client to keep showing up for classes or doing my workouts. Right.

Josh (06:47):

Yeah. I mean, nobody ever came into the gym and said, you know, Hey coach, I’m looking for somebody that can make sure that I’m squatting to death. That’s my ultimate goal. You know? And even the client that walks in and says, you know, I want to lose 20 pounds. You know, if we just take that at face value, we’re really going to be missing out on the deeper connection that we can make with that client. And ultimately being able to ask those deeper questions or questions that get you deeper is what’s going to inform how you coach that client on a day to day, weekly, monthly, yearly, decade, long basis. Right.

Mike (07:23):

I go back to the thing that Chris has said many times, it’s the analogy of you don’t go to the hardware store to buy a drill bit, you’re actually going to buy a hole. The drill bit is just a tool that creates the hole and you don’t really care, it could be any product. Right, and so that’s the same thing where you know you guys are what’s been called method agnostic, right? Where it’s like CrossFit is a tool. Pilates is a tool, boot-camp style training is a tool. Whatever fitness thing you want to call, that’s just a tool to accomplish the client’s goal. And so I really love what you’re saying that coaching is about getting clients to their goals and that can be through, it was sleep, eat, move and manage was the last one. Did I miss that?

Josh (08:00):

Manage. Yeah. Yeah. Can I share a little story with you though?

Mike (08:04):

Yeah, do it.

Josh (08:04):

You’re talking about like, the idea that we put out that we’re method agnostic and like Pilates, you know, CrossFit, whatever, a lot of us came from the bodybuilding background.

Mike (08:16):

I did.

Josh (08:16):

It was very isolationist like curls and skull crushers. So I’ve never publicly acknowledged this, but I’ve told my staff, but I’ll come clean during this COVID crisis, once a week, every week for the past two months I said we’ve been closed, I have done a old school, traditional bodybuilding workout. I go outside, I write down like, you know, bicep curls and you know, skull crushers and dumbbell bench press. And it’s been great, you know, and I’m not getting caught up in like, Oh, is this going to make my Fran time better? How is this going to help my clean and jerk?

Josh (08:57):

The goal is to move for me, right. In that session. But the goal is not, you know, those other things. So the bodybuilding work has been great. It allows me to still kind of stay in what Chris talks about all the time is flow state. So I get a lot of deep thinking done. It’s how I conceptualize a lot of things, whether it’s for the gym or for Two-Brain in some capacity. So I’ve really had a lot of fun doing that. It’s probably not something that we’re going to program like in the gym in like a traditional CrossFit class setting. But for me personally when my coach was asking like, Hey, what do you need? You know, out of your workouts that you want to do, it was simple. I just wanted to move during the day and when he through that stuff in there, it was a great change up for me.

Mike (09:43):

You know. And I’m right there with you. I grew up on that stuff and when I’m in times of stress, which we’re definitely in, I gravitate back towards some of that stuff and it’s because I maybe don’t have Murph in me right now. Like that’s a really hard workout. Bodybuilding training is unbelievably difficult as well, but it’s a different style of difficult where I can motor through a set of eight bicep curls sooner than I can motor through, you know, 300 squats. Right? To loop this back, cause this is a rabbit hole we should go down a different time, but to loop this back, you’ve got—you as a coach, you need to know what your clients are needing. And if I was a coach working with, or if I was a client working with you, I’d be saying like Josh, dude, I have unbelievable workload right now.

Mike (10:25):

I know I need to be healthy. I know I need to be fit. I’m trying to like, I’m not going to do Murph. I don’t want a beat down. I don’t want Fran. And it’s not that they’re bad workouts, it’s just like my stress levels are way up here. I don’t need to fight my demons and go three minutes of Fran and whatever it is, what I really need here is just to move. And my wife, God bless her, when I was struggling with some of this stuff, she said to me as a coach, just go in the basement and do 20 minutes of something. She’s like, I don’t care what you do but just move for 20 minutes down there. Then come upstairs and we’ll have supper. And that for me was, you know, that was life coaching more than it was fitness coaching. Cause she didn’t know what I did, but I felt better, you know? And so that’s kind of what I want to get at in this podcast is helping people understand that there are these other aspects. So I’ll give you this, I’ll circle back with another question. We’ll get us back into that discussion. You know, it’s like we talk, it’s possible that some of us have focused too much on lumbar curves in the last decade. So you brushed that little bit, but tell me a little more about this. As gyms reopen now, what should coaches have been focusing on the past and what should they focus on now as these clients are coming back or not coming back in this stressed kind of uncertain state.

Josh (11:31):

Yeah. So I think first Mike, what people need is right now, it demands a realization that the barriers that folks have to exercise in a structured setting like you and I are used to, going to the gym, doing thrusters and pull ups. But the barriers that folks have to exercise as a means to getting healthy are really much more rampant than we actually probably realized. And what I mean by that is for you and I, it’s a normal lifestyle. I get up, I go work out and I just continue on with my day. It’s just become this habitual thing that I don’t really have to put forth the thought that what I’m doing is in the best interest of my health. But when you remove something like a physical location, you know that somebody has kind of attached this habit to go exercise in order to be healthy, it’s like, Oh well I don’t want to exercise at my house. It’s not something, you know, that I ever wanted to do. That’s not what I signed up for. And not to beat this pun to death, but in the CrossFit space, we refer to our gyms as the box and really a lot of gyms just need to step outside the box in what they’re delivering to their clients. And we mentioned it briefly earlier a couple of times, but that really, I fundamentally believe that means adopting those four pillars and integrating them in whatever way you can, the sleep, eat, move and manage pieces. Because these are really the four pillars as coaches that we need to focus on to make a difference in somebody’s life. Especially given, you know, the stresses like you identified that people are under, you know, you talk about Murph and if you are a CrossFitter who has done that workout a couple of times, even just hearing that word, you can feel the surge of adrenaline because you know what it’s going to take to kind of dig into yourself and to put forth like an honorable time because it is a kind of a very purposeful thing that we’re doing.

Josh (13:36):

But that also negates or necessitates a tremendous stress response from your body.

Mike (13:41):

I’m going to take a bathroom break right now, Josh, I’m just going to stop you right there because you mentioned, Fran and Murph. It’s crazy how it does that, your heart rate bumps up right away.

Josh (13:50):

It really does. And we’ve all got these like little things you know that do that to us and right now is not the time to introduce like all this excess stress into our clients’ lives. So I think what coaches need to do is realize that there is more that we should be focusing on delivering to our clients. Here’s ultimately what it’s going to do. It’s going to make the accountability piece that is necessary for success infinitely easier because the client is going to be majorly bought in because we’re not asking for a wholesale change of their life. It’s just these little things that done consistently over time that make a tremendous difference.

Josh (14:32):

It’s going to be motivating for them. You’re not going to have to continually make that phone call. Hey Sally, I saw you didn’t do your workout again from home today. What’s going on? And then you try to joke with her or trick her into working out. But if it’s, you know, Hey did you turn the thermostat down two degrees in your house last, night, Oh great. Did you sleep better? Awesome. Then you can connect that to how Sally is going to get to her goal down the road. And then kind of putting those two pieces together. It’s about retention and compliance. Are your clients sticking around, you know, if you’re doing a good job and they’re making strides towards their goals? Yes.

Mike (15:12):

So that’s the interesting part now is we’ve kind of established here that coaches are not just mechanical things. There are four pillars that they’re trying to address there. It looks to me more like life coaching and behavior modification than it does as just hardcore straight up fitness barbell movements and things like that. So here’s the hard part. We always try and give people actionable stuff as a Two-Brain principle, especially on this podcast. So we’ve got coaches now that maybe didn’t see themselves as this and maybe this was a wake-up call and you know, we’ve got these guys who have long prided themselves on being tacticians and perfect programmers and this is what they took pride in and how they value themselves. They’re now forced to provide something else entirely. You know? So how do people, and we know confidence is like a huge deal in selling, right?

Mike (15:55):

So if you’re going to sit down and sell your services, it was very easy for some of these guys before to say, I am an amazing programmer. I an amazing coach. I will prevent injury. I’m going to get you stronger. I’m going to make you fitter. Now they have to start selling services that maybe they’re not as comfortable with, where it’s like, I’m going to provide accountability, I’m going to provide motivation. I’m also going to provide the movement stuff. But I’m going to help you learn how to sleep and eat better. And I’m going to give you accountability to bring you into that. We’re going to keep setting goals and I’m going to interview you. We’re going to maybe do it more online consultations and talking. I’m not going to watch your Snapchat videos as often as I’m going to talk to you about your goals. How do coaches change their mindset now to sell that with confidence when it’s something new for them?

Josh (16:33):

Oh man. Yeah, this is a big one. So I think the first step is in doing some self reflection as a coach and admitting that you have more to learn. And this goes back to something that we, I got this from Chris probably 10 years ago and have talked about it so often. It’s in all the courses we built on Two-Brain Coaching, but it’s adopting this beginner’s mindset. I think the term is shoshin in Zen Buddhism, but it is in realizing as a coach that like it’s a journey for you too. And right now is the perfect time to go back to square one and realize, OK, the first thing that I have to do is actually sit down and learn where my clients want to go. And don’t just take it, like I mentioned this earlier, don’t just take it at face value because what many coaches are finding out right now is they didn’t actually know what their clients want.

Josh (17:35):

So early, early on in this thing when we were saying, OK, you need to customize today’s workout for each client based on their goals. We were getting these questions like, well I don’t know what my clients’ goals are, you know? And so I think that that’s the first thing. And so you’re looking for action steps. So the first thing that I would tell people to do is sit down with all of your clients one-on-one and find out what it is that they want. Then you’re going to come alongside them and design a plan that meets them where they are and something that they can start doing without a whole lot of change in their everyday life right now. Because ultimately that is what is going to stick over time. And so not to beat more principles from Two-Brain Coaching into this podcast—

New Speaker (18:27):

Please do.

Josh (18:28):

But the four-step piece that we use is called learn, design, deliver, refine. So first you want to learn what it is your client is coming to you for, and don’t just take it at face value. They don’t care about a bigger clean and jerk or Fran time or you know, like you said, squatting to death. Nobody says those things on the first day and you’ve really got to ask those deeper questions to get to the root of why they walked into your door or today, you know, in a lot of cases we’re doing consultations on Zoom. So that’s the first thing. Then you want to come alongside them and design a plan that is going to meet them where they are and progress them nice and steadily. Then you’re going to figure out how are you going to deliver it? Are they going to come in person?

Josh (19:17):

Are you going to coach them online? Are you going to do a hybrid of both? And then finally, this is the piece that we know coaches were missing out on because when you ask them what their clients’ goals were and they didn’t know, it’s because you skipped the refinement, which is basically goal setting. So you want to make sure that you are continually checking in on your clients, knowing how they’re progressing and doing it in a formal setting, not just a text of, Hey Mike, how’s your goal coming? It’s no sit down, let’s take a look back at all this work we’ve done over the last 60 to 90 days and measure are we getting closer to that goal? And then you refine the plan and it’s just like this infinite feedback loop and that’s how a relationship between client and coach really blossoms.

Mike (20:05):

Guys, if you’re listening right now and you want to work through a process like this, you can go on the Two-Brain Business blog at, go to the blog and we’ll get this link in the show notes and there is a series that Chris has written and it’s six different articles in two parts and it’s Your Gym 2.0 series and Chris guides you through it. There’s worksheets you can download and what he does is he leads you through this exercise where you identify your clients, you find out what your best clients want, you prescribe, you figure out the services that will help them most to reach their goals. You prescribe those services, and then you develop service packages relating to the needs and wants of your entire clientele. And he’s got pricing tips, everything. So there is a ton of actionable stuff that you can find on that blog.

Mike (20:44):

So do go check that out if you want to work through that. He’s also got a webinar that you could watch and work along with him. That falls right in line, of course, Josh, with what you’re saying. People just often just don’t know what their clients want, right? And now when they find that out and you know, you’ve blogged about this as well at Two-Brain Coaching, you’ve got this, you’re trying to interview people, figure out what they want and there’s techniques to that that you guys are explaining how to do. Then you’ve got the prescriptive model where you’re taking, you know, you’re not a doctor, but you’re looking at the needs and wants and the problems of this client. You’re prescribing a solution. So here’s where I think some people are getting hung up on stuff.

Mike (21:21):

This is a completely different mindset for a lot of people and for so long they thought my physical space, my shiny toys, my atmosphere, my cueuing, those are the things that I sell. That’s what I derive my value from. I love my clean gym. I love my Aleiko bar. I love the atmosphere, I love my community. But now online you’re kind of selling like milk jugs. Sometimes living rooms, workouts done independently where you don’t actually see a client, at least if you’re working online. So how does a coach, like what’s the value of the package that you’re offering? So if you say, you know, you’re providing all these different elements of coaching, movement is only one, is this more or less valuable than what we were offering before? Like how do you put a price on that? How do you get your mind around it to think what I’m selling is super valuable.

Josh (22:05):

So I’ll tell you a funny story that kind of brings this message home. And when you talk about the value of coaching, you actually told a part of this story earlier of like, you know, you don’t go to a hardware store to buy a drill bit. You go to buy, you know, the hole, so when all this started, excuse me, all of this being the COVID crisis, my wife reminded me that we had a pull-up bar that I had never installed into our new garage and we moved out of our old house a couple of years ago. It’s just been sitting in the corner collecting dust and I was like, man, I’m really need to put that thing up. So I’ve got a tool set, a drill and everything and I have some drill bits and I know that I’ve successfully installed this pull-up bar before at my old house.

Josh (22:55):

So I knew that I could do it. So I get started, you know, drilling into this thing and I know that I’m hitting the stud, but it’s just not working and it’s because the drill bits that I have, even though it was hardheaded, were not the correct wood drill bits. So I could have sat there for hours just kind of plodding away at this thing. So I had a drill bit to get this hole, but ultimately what I needed was the right drill bit. So I hopped in the car, drove down to ACE Hardware and this is, they actually had it like cordoned off. You could barely get into the store. They said, what do you need? I said, I need some drill bits to go into wood studs. They came back with two options. I didn’t care what the price was because I knew that this was the right tool for the job.

Josh (23:39):

So I buy them. I don’t even remember what I paid for these things. And within 30 minutes of getting home, guess what? I had that pull-up bar ready to go and I was doing it. If I would have just kept the other drill bits, I would’ve gotten that thing up eventually. But it would have been hours and hours and hours of my time. So the reason I tell that is because to me the value of the right tool is just gone up tremendously. And here’s why I say that. If you were just telling clients to, Hey Sally, go find a milk jug, fill it up with some rocks and we’re going to swing this thing like a kettlebell. I’m sorry, that’s just not fun. Nobody signed up to do that. And as a coach, you probably didn’t sign up to try to get somebody to find something around their house to do your workout with kettlebell swings. And so if you can adopt the mindset of sleep, eat, move, manage, and realize that there’s more than one pillar you need to focus on to get your client to their goal, build that relationship, probably starting from scratch now. But if you can do that with your clients today, man, the value of that to me from my perspective has gone up tremendously.

Mike (24:57):

So for people who are out there, let’s say they’re selling an unlimited CrossFit membership and it’s $185, whatever it might be, and they’re looking at this plan of, you know, life coaching, accountability, stress management, you know, telling people how to sleep and eat the whole deal and move of course, does that, if I would just present that to you, are those two things equivalent? Is one more valuable than the other? Is the life coaching plan, is that not worth $185? Like how do people frame that? Do you think they’re equally valuable or how does that work?

Josh (25:26):

Oh yeah, I think that’s a tough, tough one. Honestly, Mike. What we found is that if the messaging and the communication that gyms have been talking about prior to COVID crisis was about, look at my shiny equipment, look at how clean my gym is, all of these things, really what’s happening is now your clients are associating the value that they’re paying every month with the equipment that they’re getting. You know, that they’ve got all the new shiny toys and the Aleiko bars and all this stuff. But the ones that were saying it’s about the coaching because ultimately that is what truly gets somebody to their goal is the coach and athlete or client relationship, I think that’s probably the tough part that people are having right now is making sure that that communication is about the coaching service, not about the access to a facility and equipment.

Josh (26:28):

So what I think the gyms that really probably see that their clients are identifying with access to a facility, they need to start talking about what coaching is providing to these clients and how it gets them to their goals. And you can start to introduce these other elements. This is really become like in a way, you’re turning a cruise ship so you can’t tell your client, Hey, I’ve been offering you this unlimited CrossFit membership, you know, for $185 a month and you’ve been getting to come into the gym and use these barbells and this pull-up rig, but now you’re not going to have any access, but I am going to tell you how to sleep better and how to eat better and how to manage your stress. That’s because to them, truly that’s not what they signed up for. So it’s got to be kind of a slow introduction of these things if that is what you want to ultimately do. But it starts with that relationship that you’re kind of having to rebuild by meeting with each client individually, one-on-one again.

Mike (27:35):

Yeah. And that mirrors my experience where we switched to online stuff and we’re doing the Two-Brain plan where we’re messaging clients their personalized plans. We also are running some Zoom classes and some clients just right at the beginning were like that’s not what I’m into. I don’t like it, I don’t want to do it. And we totally respect that because that is 100% not what they signed up for. We had others who were like, I’ll give it a try and loved it. We’ve had others that were like skeptical, gave it a try and loved it. But it was like the Indiana Jones when, you know, the gold idol where he switches it for a bag of sand. It’s like there was a transition there, you know, and I’m not saying it was like a shady transition, I’m saying it was, there was a different perception of value that needed to be created and we worked really hard to do that.

Mike (28:17):

We tried to overdeliver and say, OK, we can’t give you barbells and Assault bikes and all this other stuff now, but we can give you increased personalization, more check-ins, more accountability, more. And you know, we’re running like nutrition classes and we’re doing like group social nights and trivia nights, all the things that, you know, a lot of the Two-Brain gyms came up with, games and things like that. We’re trying to create more so the value is replaced even though there’s no physical facility and it’s interesting, Chris just published a blog and it’s called, you’re gonna want to check this out, Expensive or Free, how to charge what you’re worth. And so if you guys are struggling with ideas right now and the value is like, I don’t know how to ask people to pay this for this, this thing, this new coaching, the first thing that Chris has got on this list, there’s eight different things, but the first one is be worth it.

Mike (29:04):

You know, and Chris just said, your value to a client doesn’t come from what you know, it comes from how you make him or her feel. And that’s really an interesting thing because how you make a client feel doesn’t relate to a space. It doesn’t relate to a barbell. It relates to a personal relationship. So that really, that really syncs up and it’s great that Chris published that blog right at this time. Josh, I’m gonna ask you one more question here and this is a big kind of a summary one, but you know, for gyms that have opened or will reopen, what are the greatest things that coaches can learn from the COVID crisis? How can we help our clients better going forward after we come through this like crucible stress experience?

Josh (29:41):

So this is such an awesome opportunity that has come through all of this. I’m an eternal optimist, and so I’m always looking for the opportunity, you know, even in a crisis like this. And to me the opportunity is to get to know your clients again, you know, figure out what it is that they were really struggling with through this. And then you can start to kind of tailor the service now that you are offering that client to better fit what it is that they’re dealing with today. Because if I’ve learned anything through this, it’s that people’s goals change much faster than we probably thought that they did. You know, three months ago, because when we went from gyms open to gyms closed, you know, and now I’m dealing with, you know, we’ve got two young kids at home. My wife is, you know, deep into the homeschooling stuff now with them.

Josh (30:45):

The goals that people have are right out the window. You know, my goal is to make it through the day without just trying to pull out the little bit of hair that I have left. Right? I mean, so I think it’s just an amazing opportunity to sit down with all of your clients. You could do it on Zoom, call them on the phone, don’t do it through text message or email. That’s a one-way communication street. You need to have communication be two way for this to really work. But it’s an opportunity to reinvest in what it is that matters most to them because ultimately that’s, you know, what is going to create this long lasting, fruitful, fulfilling relationship between, you know, the client and the coach long term.

Mike (31:32):

When you present it like that as a like an in-depth, long-term fulfilling relationship in which I have an expert who knows my goals and helps move toward them, that going back to my question before, that sounds like $185 service or more. That sounds like it might be more money than that.

Josh (31:50):

Yeah. I mean, I don’t even know what I would have paid for the right drill bit to be delivered to my house that day. But if I posted like this is frustrating to me, somebody get me the right tool and they said for a hundred bucks, I’ll drive it out to you, I would have paid a hundred dollars for that thing. You know? And so the same thing as here is, yeah, the value is just, it’s tremendous. But man, what an amazing opportunity we have all really been gifted right now.

Mike (32:14):

Guys, this is Josh Martin. He is at You want to check that site out regularly. He and Chris Cooper are blogging all the time about the evolution of coaching, how to be a better coach, not just a better quote unquote fitness coach, but a better coach overall, and that means behavior modification, helping your clients get to their goals. Please visit that site. Josh, thank you so much for being here today. We appreciate it.

Josh (32:37):

My pleasure. Thank you, Mike.

Mike (32:39):

Yeah, and thank you all for listening to Two-Brain Radio. I’m Mike Warkentin with Josh Martin of Two-Brain Coaching. If you want more actual advice based on data, check out Gym oOwners United. That is a group on Facebook. In it you’ll find daily topics from one and only Chris Cooper, as well as the support of a host of business owners from all over the world. That group again is Gym Owners United on Facebook. Please join today and remember to answer all the intake questions. Thanks for tuning into Two-Brain Radio and please subscribe for more episodes wherever you get your podcasts.


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