Common Characteristics of the World’s Top Gym Owners

Josh Price and title text.

Mike (00:02):

The red beard of wisdom is here for Two-Brain Radio. Mentor Josh Price works with some of the top gym owners in the world. And he’ll tell you the secrets of their success right after this.

Chris (00:11):

We know that getting clients results isn’t enough to make a great business or a great career, but it is the foundation. If you’re not getting your clients results, none of the other stuff matters. Your marketing plan, your operations plan, your retention plan, your systems, how much you care about the clients. You need to get them results. What does it take to get a client results? Long-term behavior change, short-term habit change. It means learning skills like motivational interviewing, peer-to-peer programming. It means focusing on things like adherence and retention instead of novelty. And I built with my partner, Josh Martin, to teach coaches how to do this. More than ever before it is critical to get results for your clients. You need to charge a premium fee. You need to provide high value to warrant that fee. And what is most valuable to the client? What do they care about the most? The results on the goal that they choose. has programs set up to help your clients achieve those goals. We will train you and your coaches to deliver personal training, group training, online training, nutrition coaching, and coming soon, mindset coaching, in a way that’s simple for you to adopt, it’s legal everywhere. And it’s super effective. These courses were built by experts with years of experience getting clients results. is a labor of love for me, and I know you’re going to love it too.

Mike (01:40):

This is Two-Brain Radio and I’m Mike Warkentin. We’re here to make gym owners wealthy. So don’t miss an episode. Hit subscribe right now. We just honored seven amazing clients with Two-Brain awards, and you can find an interview with each one in the show notes. Certified Two-Brain fitness business mentor, Josh Price coaches or coached four of those clients, and he’s here to talk about the characteristics that help these gym owners succeed. Josh Price, certified Two-Brain fitness business mentor. Welcome to the show.

Josh (02:06):

Thank you. Glad to be here.

Mike (02:07):

I’m glad to have you. I haven’t had you on here a while, and I’m really excited to talk to you because you’ve been the mentor to some of the very best in the gym business. Dour of the seven, like we said in the intro. So what do some of these gym owners have in common? These are our award winners, some of the leading lights in Two-Brain, what are some of their common characteristics that other people could learn about?

Josh (02:27):

Yeah, so I would say like probably the thread between all of them is they really know who they are and they really know what their gym is. They have very, very clear vision, you know, Mary and Andy, you know, at Tradewinds, they want to make sure that every person that walks through that door feels very special. Mary told me 18 months ago probably that the one thing that mattered to her more than anything else that, the QBR, you know, as it is the queen bee role, in their gym is to deliver rockstar customer service, to make every single person feel like a rock star. And that’s what they set out to do in everything they do. Phil Kniep, you know, went through a massive breakup as they really defined who that client avatar is that they wanted and lost a lot of people in their gym, but yet they battled back, you know, with this this view of inclusivity and getting the right people in there. You know, Mike Collette, I think has always known who he is. I mean, that guy has been a rock star since I’ve taken him over, averaging even through the pandemic, you know, over 60,000, you know, a month and 30% profit margins, just absolutely insane. He knows what that gym is. And Jared and Peter, you know, kinda the same thing. They know who they are, they know how they want to function and everything. And they’re just bringing that team forward. So that’s first and foremost. The second thing, which is probably just as important because you have to have this, is leadership. Every single one of these guys can get in front of their team and tell them exactly what they expect and where they’re going.

Mike (04:19):

So, as I said, in the intro, there are links to interviews with each of these people. They’ll be in the show notes for you. Just a quick reminder, Mike Collette won the left brain gym of the year for metrics. And Josh just mentioned one of the amazing metrics that he has. Phil Kniep was comeback of the year, had a tough go and came back very strong. Andrew and Mary Boimila, owner lifestyle. These guys, they live a great life because their gym provides for them. And I love what you said about that rockstar customer service. Like that’s a great mission statement. That’s just so short and so direct. Jared Byczko and Peter Brasovan, coach education and opportunity. So they do a great job of providing opportunities for their coaches to thrive. And those coaches do a great job of generating revenue for them with our four ninths model, of course, which ensures that staff members are assets and not, you know, dead weight. So I want to ask you about a couple of things that you said there. You said vision and leadership. Those were the two things that really came out. And can you have one without the other, does that exist in the gym business?

Josh (05:20):

It actually does. It’s really funny that you ask that because I got asked yesterday, I was on with prospective tinkers, Ryan and Katie Shank at CrossFit Exemplify. I was doing kind of a clarity call, a discovery call with them. And they kind of made the statement that like Katie isn’t a leader. And I was like, you know, that’s not true. Like, there’s three things that you have to have to be a leader and that’s purpose, motivation and direction. So you don’t have to have the vision and everything, but the CEO absolutely does. Whoever is leading this forward has to, but anybody else that is within that organization has to know that vision, right? Like that becomes the purpose, you know, the purpose, motivation, and direction. So like, you can have leadership. I can lead in any situation that I’m in due to those things, even if I’m not the one with the vision. So, yeah, it’s a little different like Two-Brain, right? It’s Chris’s vision, but yet I can lead, even though it’s not my vision, even though like I get the vision fully and can lead others through it.

Mike (06:32):

Someone has to have that vision and someone has to provide leadership, but they don’t always have to be the same person. So that’s a really interesting thing. In our show notes, we’re going to get links to two important things. Kaleda Connell talked about vision statements earlier and help people, you know, figure out how to create one so that if you don’t have a vision statement, hit that link and you’ll find Kaleda’s episode, it’s amazing. And it’ll help you make some real progress getting a vision in place. And we have another one, Anastasia Bennett talked about leadership and the characteristics of great leaders. If you’re struggling with that, take a look at what she said, take a listen. And you’ll find some really, really interesting stuff that you can take action on to create those two things, because those will be really—that’s come up so many times over the last few interviews that I’ve done. Vision and leadership, especially during the pandemic right now, it seems so, so important. And these awards were given out after, you know, the March chaos, they were given out in June and so forth. And these guys all showed vision and leadership and managed to maintain a great gym business despite what was going on. So I don’t think you can understate the importance of vision and leadership here. Can you?

Josh (07:34):

No, not at all. I mean, you’re absolutely right. Like I said, there’s a little bit of difference, but everybody, whoever that CEO is, you know, Andy, Phil, Jared, Michael, and these gyms and all the other ones that I’ve dealt with, you know, Matt VanShoyck, you know, that’s another guy who won last year as our rising star. And has since become a Two-Brain mentor with two gyms, you know, he started. You know, amazing story with him. He started still working a full-time job in a oil refinery. And the very first thing he said to me was I want to quit in eight weeks. Can we do it? And I said, absolutely, we can do it. And here we are only man, two years, two and a half years later, he’s a Two-Brain mentor, two gyms, they’re working on their third.

Josh (08:23):

You know, that vision is what is going to pull you through. That vision is the thing that is going to get everybody in lock step, right? And you have to be able to share that, you know, and, Cameron Herold was talking on vivid vision at the summit, but also, you know, in his book and everything he talks about when you get up in front of people and everything, and you’re sharing this vision, this clear, clear picture of what you’re going to accomplish, you know, it should be polarizing, you know, and you might have up to 15% of people say, Ooh, yeah, that’s not for me. But like, that’s what we want, and that’s what these guys have all been able to do. You know, Andy and Phil and Jared and Michael and Matt and all these other guys. So I can’t stress enough that the clarity of where you’re going, you know, that purpose and direction, as I said earlier, leadership is purpose, motivation, and direction to accomplish a mission.

Mike (09:15):

And you really hit on an interesting thing there that it’s so counterintuitive, but it’s so important is that that narrowing, right? You cannot, you know, when I started 10 years ago in the gym business, I wanted everyone, right. My playing field was everyone is perfect for my gym. I need everyone. I want everyone. And consequently, we made a lot of mistakes. And the idea now is focusing that vision on exactly who your best clients are and narrowing that niche, finding those people, identifying them, serving them to the best of your ability and generating this incredible relationship with these perfect clients for your business. It seems so counterintuitive though, because as starting out, you’re like, I need everybody and you kind of do at that founder phase, but as you evolve to the stage that these leading lights are at, they can narrow that, and they know exactly who’s right and wrong for their gym. And Chris even wrote a blog about this, talking about referrals. When you identify someone, when you have the strength of vision and courage in your company, you can then refer people who aren’t right to a different gym that’s better for them and say, you’re not going to fit in here. However, I want you to get what you need. Here’s the referral to this other gym. And that relationship sometimes goes both ways. And Chris really wrote about that. So that vision is so important. I’m going to ask you a question here as a mentor, do you find that your mentees struggle with getting their vision in place when you’re working with them? Or is that something that most of them figure out right away?

Josh (10:34):

No, most people struggle with that. Most people, if they’re a CrossFit gym, they came into this thing with a vision and that vision was creating elite fitness. You know, they bought into that vision and everything, and they’re walking forward with that vision. You know, but somewhere along the line, maybe it starts to differ a little bit, some don’t, you know, some don’t. I’ve got some gyms that I work with today that that’s still the avatar of the client, you know, they’re like, you know, we’re not necessarily looking for a new person. You know, we’re looking for somebody who, you know, is a former college athlete or already has a level of fitness that maybe we’re not starting from the beginning, and there’s not foundational pieces that we have to put in place.

Josh (11:23):

But others, you know, realize like Mary, for instance, she’s, you know, she really realizes that she does like working with the newer person or somebody that really wants to get coached and wants to have, you know, other aspects touched in there with nutrition and mindset, you know. I would call that person, you know, they’re not just a fitness, a gym monger or whatever, but a person who’s really focused growth in all aspects of their life. And I think that’s a common thing we’re starting to see, you know, amongst my clients, probably others within Two-Brain is like this narrowing down of to clients that are really focused on growth on all aspects of their life, that want more out of this life. And I think that’s super cool.

Mike (12:15):

It’s really the idea of a coaching practice, not necessarily a gym, right. Right. That’s what Chris has talked about so many times now where it’s like, we’re not—we run gyms many of us, but really what we provide isn’t a gym, right? We don’t provide access to equipment or things like that. We provide coaching. And some of that coaching is physical. A lot of that coaching we’re finding is mental and even emotional as it relates to like nutrition, personal improvement and all these other things. And it’s really neat to see the evolution of it. And, you know, it would be really great one day if our coaching practices could be classified as essential businesses when fitness centers are closed with COVID and so forth. But that evolution of coaching is really cool. And have you seen these Two-Brain award winners really understand that evolution? Is that something that characterizes them?

Josh (12:55):

Yeah. Yeah, absolutely. You see it more and more and more, you know, it’s kind of interesting how they take that on. You know, like I was talking about Mary and Andy, really hands-on and diving into it, where you have Jared and Peter, who won the staff award for looking for, OK, well, how can we build up staff key role players? You know, so instead of this one, not a one size fits all, but a deep dive start to finish program where a coach is taking you through everything it’s like for them, it’s like, OK, we have fitness coaches, we have nutrition coaches, we have a mindset coach. So in their model you kind of have this person who’s specializing, but you still see that same piece. At Phil’s gym, Lincoln Fitness, they actually assign, that’s kind of cool. They assign new clients to the group coaches and everything. So there’s somebody responsible for this member list and everything and their coaching. So right there, you see three different ways, you know, hands-on, from the gym owner and Mary and Andy to Jared and Peter having through pretty much specialists and then Phil through assigning it to coaches. So it’s kind of cool to see three different views of that same premise of how we’re coaching people through this.

Mike (14:21):

I’m really curious to see what your answer is here. Do you use different mentoring techniques with these top gym owners? Like these are some of the best gym owners in the entire world, their metrics show it and we recognize them for it. But you use different mentoring techniques with these top people, as opposed to owners who are maybe brand new or have yet to achieve success?

Josh (14:39):

Yes, absolutely. So brand-new owners and everything, we’re still really showing them the ropes through the Growth ToolKit, right? It’s very much me answering questions and then maybe overcoming objections or bridging gaps from maybe the way they do things now to the way they need to do them. Whereas these top guys, man, all the foundations are in place. You know, if you were looking at the Growth ToolKit and maybe not all of our listeners know about it, but these guys are like sixes, sevens in every single one of those areas. So that’s all done. So now, what I’m trying to do is just finish out their vision and bring them into, you know, our tinker program. So yes, it’s very different.

Mike (15:25):

  1. And for listeners, like you said, who haven’t seen it, the Two-Brain Growth ToolKit is a series of, we call them highways and it’s everything from, you know, selling more, retaining clients, all these different categories of business. And there are step-by-step instructions, they’re all numbered. They go from one all the way up to way beyond 10 and mentors will diagnose the problems, tell you what you need to do. You hit that square, you accomplish the tasks in there, you get some rewards and so forth. But the real reward is that you build your business. As you move up the ladder here, and like you said, get sixes and sevens in all these categories, and there are many of them, you build an incredible business foundation. That allows you to ascend into the tens and 12 range. And that’s where we’re in the tinker stage of entrepreneurship, which is our third phase.

Mike (16:06):

That’s where you have cashflow assets, you’re building a legacy, you’re planning for wealth accumulation, and you’re finding all these awesome things that you can do with your time and freedom. So our mentors lead you through that. And it’s really cool because we’ve got these guys at the tinker stage. I think all of these guys are at tinker stage or at least close to it. And they’re doing incredible things with businesses. Like I know Peter and Jared, for example, I believe they started a yoga revenue stream that now is in like the $200,000 mark or something like that where it’s like it equals the revenue of some gyms total. Right. It’s just incredible what they’ve done and now they can expand, provide careers and so forth. But then at the other end of it, you have these at the very beginning of the Growth ToolKit, you have basic stuff. Can you give me an example of like a step one in one milestone? What is an example for our listeners of just one of the basic, basic, basic tasks that they would do as a new mentee?

Josh (16:58):

Right. Yeah. So I mean, the very first steps are going to be, you know, writing your staff playbook. But even before that, you know, it’s just like, what is the SOP for how to run a class? What does the SOP on how to clean your gym? You know, very, very basic stuff.

Mike (17:14):

But that basic foundation is, the whole pyramid analogy, right? We don’t have to go into that too far, but if you get those basics in place, that’s going to allow you to reach a whole lot higher. So it’s fascinating to see, you know, I love seeing the development of Two-Brain clients as they come in and then watching them for a year and then seeing where they go, because some of them like the ascension for some of these guys is incredibly fast, isn’t it?

Josh (17:35):

Brian and Katie, who I talked to yesterday, they’re not quite ready. They’ve got, you know, one to two steps left. They’ve only been in Two-Brain for eight months and they’re already having the tinker discovery call with me.

Mike (17:47):

That is incredible. So, I mean, maybe we’ll see them in our award winners next year. So talk to me about this. When we’re talking about some new, new mentees, what’s a sign that a new mentee is clearly on track to do great thing?. Like we just talked about these two people that like, they’re obviously, at eight months, they’ve done great things. They might even be an award winner next year. What are other signs when you work with a new client that show that they’re on track for big things.

Josh (18:15):

It’s the action that they take, you know, like, I’ve had clients that are just like, OK, you just tell me what to do. I’m going to do it. And they do. And then you even have ones that kind of argue with you a little bit but they still take action at the end of the day. That is the one thing. It’s just that you might have to overcome objection, you might have to coach them. You know, that’s our job as mentors to coach them. But when you convince them, when you get them to agree and they see that it’s the next step, by the next call that you’re on, they’ve done every single thing that you’ve told them to do. That is the key, it seems, to graduating from our founder to our farmer stage.

Mike (19:04):

So it’s action.

Josh (19:06):

Oh yeah. A hundred percent. Yep.

Chris (19:09):

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Mike (19:50):

So what are the reasons like we’ve got—we’ve got all this stuff laid out, and this is data-backed stuff. So this isn’t just like, you know, Chris Cooper sitting there and saying, I think all gyms should do this. It’s actually backed by data. It’s tested. We know this stuff works. What are some of the reasons or some of the objections you hear? Why would gym owners not take action on stuff that is proven to work?

Josh (20:07):

Fear. Fear is probably the biggest one that I encounter most often. You know, it’s I’ve already tried that, you know, and then you’re like, well, have you really? Tell me. Tell me about how you tried that. Oh, I did this and this and this and this. Oh, so you skipped this step. Oh yeah, I did do that. OK. Well, let’s go back and let’s try it, you know, before, or, you know, I’ve, I’ve listened to Chris and I’ve read all of his books and everything, and I’ve already tried everything that he said, and this one thing. Recently there was actually an example with no sweat intros, that the no sweat intro just doesn’t work for a gym like mine.

Josh (20:49):

Right. So then it’s like, OK, well, let’s dive into that. Why? How were you doing it? What did that look? Right? And then almost always you find out that they didn’t really do a no sweat intro. Hey, let’s role play one so I can see how you’re doing it. You jump into a role-play and they sit there and talk about themselves and their gym and their equipment and their lifting pads and everything like, Oh, that’s the problem right here. Here, let’s work on this. So it’s generally kind of not really understanding the technique or not understanding, you know, the thing that we’re asking. But once you bridge that gap, you figure it out, compliance goes up or whatever, they take action.

Mike (21:32):

I was certainly guilty of that. You know, when we were working with a mentor and my wife was still does, obviously, but our business has changed to online, but we had a physical gym and we were talking about raising rates because we, you know, we did the math and it’s all clearly laid out. And we just realized that the prices that we had set back in 2010 did not support the current business. We hadn’t raised them ever. And they were just, they were set pie in the sky. We made them up, right? No formulas, nothing. But man, it’s scary to push that button and send that email to raise the rates. Luckily we had the whole Two-Brain playbook. We did it by the book, everything went so well that we had members emailing us and congratulating us and saying, thank you for doing this. We want your gym to survive. You know, it was incredible. I was scared. And you know, my wife had to push that button cause I was scared. You know? So what are some of the ways that you help scared people or people who are maybe a little stubborn, you know, I’ve tried it all. How do you get them to take action? And how do you coach them around those objections?

Josh (22:26):

Yeah. So the first thing is acknowledging that the objection is real. I think that’s so important for any mentor and everything. This person is not saying something to throw you off or, you know, make you argumentive or anything else. There’s no reason to get defensive about whatever they say. So the first thing is just acknowledge that this objection is real. This person is having an emotion or a belief around this, whatever it is. So let’s acknowledge that and then let’s unpack it. So one of the things that I say to the rest of the mentors and to my clients all the time when you’re handling objections is like, this is a belief. So what is a belief? A belief is a perceived truth wrapped in a powerful emotion. So let’s figure out what that powerful emotion is first. A lot of times, like I said, it can be fear, it can be anger, it can be hurt from something else. Sometimes it can even be coming from joy or happiness or something like that. But the kernel inside of it isn’t real. So first it’s like, let’s strip away that emotion, right? Let’s get the fear out of there. And let’s just examine whatever is said underneath. I can’t raise rates, you know, I can’t do an NSI that way. I can’t ask questions the way that you’re asking me to, I can’t tell my staff what to do. There’s a big one.

Mike (23:51):

That’s tough sometimes. Yeah.

Josh (23:54):

But once we pull that away, we can start examining it. And we can say, no, this requires leadership with your staff. No, you do need to raise rates because it’s very clear, numbers never lie. And when we look at your metrics and we look at that, we can see very clear that you actually do have to raise rates. Your business will not last, you know, the way that it is. You can ask questions like this in your no sweat intro because you’re looking for a very particular client, you have a target. You’re not looking for everybody.

Mike (24:26):

Yeah. You mentioned a really interesting thing where the thing that for me, my fear was that I would lose all my members if I raised my rates and I was doing a number of things. Like I was projecting my financial situation onto them. I was doing all, you know, just not objectively looking at things. And the cool thing for me was obviously having a mentor helped me unpack that, but then show me the actual, you know, the numbers and you have that formula where it’s like, OK, how many members can you afford to lose if you raise your rates and still be at the exact same spot? And I was like, Whoa, you know, if I lose whatever, it was 10 or 15 members. And I raised my rates, I’ll still have the same revenue, but everyone who comes in is going to be at a better rate that’s going to actually support my business.

Mike (25:10):

And then of course we did the steps with a mentor to identify who we thought would leave and who wouldn’t and so forth. And when it got to the end of the day, it just made perfect sense to take that step. And my fear was gone because I had the numbers to back it up. So it’s like we worked through that emotional stage, but we also worked through the data and the systems that Two-Brain had in place. And I felt so much better about it. So it’s kind of like that two-pronged approach. Have you found that with your mentees?

Josh (25:33):

Oh, absolutely. I think one of the cool things about the raise rates and everything is, you know, not only knowing the numbers and everything, but now we have that step in there. Sell 20 people, sell 20 people that come through the door, you know, just to prove it to yourself, to give you courage and everything, you know, and then pull the trigger. Cause then that overcomes the I’m not worth it.

Mike (25:52):

Yeah. You know, when we made our first sale at the new rate, it was just mind blowing and life changing, honestly, because you’re like, wow, someone sees value in this. And we went through that exact same thing when we shut down our physical location and moved online and we changed our rates again to recognize the new service we were providing and we made that sale and wow, OK. People see value in this. And then that gives you that confidence. And that only gives you more momentum. Right. And I’m sure you’ve seen that time and again, with your clients.

Josh (26:21):

Oh yeah, absolutely. I mean, Mike, I mean, I personally sell, you know, 1500, $3,000 starter packs, you know, all the time. I sell, you know, $15,000 programs for Two-Brain. Like if you have the key, if you have the thing that people want next, like you can charge your value. People will see the value and they will buy from you.

Mike (26:45):

So let’s—this is going to be the last show of 2020. It’s going to land on December 31st. So it’s our last one. Let’s talk about some simple, but powerful things gym owners can do right away. I mean, we’re in a period of kind of New Year’s resolutions and so forth and whether or not they work or, you know, is debatable and so forth. But the idea is right now, especially with lockdowns happening all over the world and a lot of stress, let’s talk about some of the things that gym owners can do right now to start taking action, whether they’re Two-Brain clients or not. If you were trying to get a gym owner right now, you know, on the edge of 2021 to start taking positive action, what would you say to that person?

Josh (27:20):

Yeah. So, whether they’re a Two-Brain client or not, what I would say is you need to have a plan going into 2021. I know that plans got blown up in 2020, you know, people that did it and everything, it doesn’t matter. Right. It doesn’t matter. You know, I would say the vision is the destination. The mission is the map and your values are the compass. Well you’ve got to set the mission. You’ve got to set the map in place and that’s the annual plan for 2021. You have to do that so that it’s giving you the way that you’re going to go. You know, this is how we get to the destination that we’re trying to get to. So, you know, that’s going to be, what type of revenue are we trying to bring in?

Josh (28:05):

How are we bringing that in? Through class, through nutrition, through personal training? How does this align, you know, with my coaches’ goals, that is an extremely important piece that everybody misses out on. It’s you set your goals. And then you go talk to every single one of your staff members and you find out what their goals are. I’ve been able to help my coaches buy new cars, remodel their houses, go on extravagant vacations, you know, marching Adrian’s Wall was one of them one year. Like we’ve been able to do so many powerful things because I have my goals, they have their goals, let’s get them into alignment. And that’s all in that annual plan.

Mike (28:48):

Now I know you’re a former military guy and thank you for your service of course. But I’m going to ask you a question. There’s a phrase that I’ve heard, you tell me if this is accurate, no plan survives first contact with the enemy.

Josh (28:58):

Yeah, absolutely. It always goes up windows and that’s why we have tactics, right?

Mike (29:03):

Yeah. So I’m going to look into my Two-Brain crystal ball officially here and say the 2021 is probably going to throw some curves at people who set these plans. So how do they adapt to that stuff and prepare?

Josh (29:12):

So that’s why we have tactics. So in the military, there’s a way that, you know, we perform, you know, battle drills. Battle drill one alpha,you know, I can’t even remember what the stuff’s called anymore. Squad assault, you know, or team assault. But those same tactics are what gets you through those times. So what are the tactics that we use? Well, there’s sales tactics. How do you sell from the floor? Right. I know that with the new Two-Brain programming, I don’t know if we’re talking about that too much now, but Brooks is actually including like, Hey, here’s an opportunity to sell from the floor, right? That’s huge. That’s a huge tactic because even if you get punched in the mouth, you can still sell from the floor. Goal setting, right?

Josh (29:55):

That’s a tactic that you can still use. Reaching out to clients is still a tactic. So, it’s like when the plans go out the window and everything else, we can still fall back on our training. We can still fall back on the tactics that we have to employ to make it through it. I mean, that’s exactly what we saw with so many gyms when we got shut down the first time. Two-Brain swooped in, gave everybody a bunch of tactics for online, which most of us had never done before, but they were vetted sources from Grinnell and others. And all of a sudden we were able to put those to use and really put our gyms into a situation where we could succeed in an area that we had never been in before.

Mike (30:34):

If you’re listening and you don’t have that second shutdown guide that Josh just mentioned, you can get that. We’ll put that link in the show notes. It’s full of tactics if you are getting shut down, or if you just want to explore online options without any government restrictions in place. The cool part that you’ve mentioned there is these tactics. And really like the Growth ToolKit is essentially, I think there’s like four or 500, 600 squares of tactics, right? So as a mentor, when you—let’s say someone’s got a plan in place, it gets blown up in 2021 because of whatever COVID pandemic related restrictions, you can then diagnose the problem and say, OK, what’s going on? What is your major problem? And let’s say that problem is I need to get some new clients in here, and we’re only allowed to sell online services. You can then use that Growth ToolKit, help people figure out how to sell more, help them develop online programs because all of those tactics are embedded on that Growth ToolKit. Correct?

Josh (31:25):

Yup. Yeah. I mean, it’s kind of cool because you can always fall back. Like, that’s the beauty of that Growth ToolKit and everything. It’s like, OK. Something just hit us in the mouth that we weren’t prepared for and everything. Well, it’s like, well, let’s go back to the Growth ToolKit and let’s look, OK, well, one, two and three are already set up and in place. So we know that we’re already past that. And then maybe four or five is the tactic at that point for how to sell. Right. So you’re just like, OK, let’s fall back to the lowest common denominator. Well, that’s five right now, you know, in this area and you know exactly what to do, then the mentor is there, you know, to help you form formulize that next plan, that next strategy and move forward. Yeah. So yeah, I mean, I’m probably being a little vague because, you know, there’s all the information on the Growth ToolKit.

Josh (32:10):

It’s so massive and everything, but like for online training, you know, the first thing is like, know what you’re selling, know what you’re charging. And then it’s like go out to five former clients. Well, you know exactly what to do because that’s your warmest leads, right? That’s your hottest leads are these former clients that may have stepped away because of a shutdown. So now you’re like, OK, let’s go to them and offer this thing. Right. Let’s get them back on the boat. So it tells you exactly what to do. And then the next step might be affinity market those clients, right. Reach out to their closest people.

Mike (32:45):

So to take action, the first thing I think if I’m summarizing you correctly, is that people need to have a vision, right. They need to set their vision for 2021 and really decide which way they’re going. Is that accurate?

Josh (32:57):

Yeah. Yeah. Whether they’re a Two-Brain client or not, if they’re not, the first step of action is sign up for mentorship.

Mike (33:04):

That’s would be the one. Yeah. And then you’ve got your vision. Is there a second step that we can give them right now that they would want to do after that vision?

Josh (33:12):

So the thing that I would do next, because this is in a planning stage is write down pretty much every tactic, you know, for sales, write down every tactic for marketing that you know. Goal setting would be a tactic for one of those. Do those so that they’re at the front of your mind, so that when the plan goes to crap, you can immediately, shift from, you know, your known point and start carrying out these tactics to save you in a bad situation.

Mike (33:41):

And really, there’s a huge link. Like we talked about between the two, because if you have your vision set down, that’s really going to affect the tactics that are available to you, right? Like if your vision is to serve elite competitors, which, you know, it’s not my vision, but if someone has that vision, your marketing and your sales tactics, and all the things you’re going to do are gonna be very different from mine. If my vision is to serve 30 to 40 year old people who want to lose weight.

Josh (34:03):

Yeah. Massively. So we even had this conversation on the Two-Brain Facebook group, the internal one, the growth group, the other day, where one of the guys was asking should he do, it was like some type of founders club or some type of discount type thing. And my answer back to him was, well, that’s a tactic and all tactics work, but what really matters is what is the client avatar that you’re trying to get? So he wrote me back the client avatar, and then I was like, OK, if you use the tactic that you just asked about, will you be able to get the client avatar that you want? And he’s like, probably not. I’m probably going to get bargain hunters. I’m probably going to get whatever. So it was like, no, the answer is no, you can’t use that tactic.

Mike (34:47):

So there it is, vision first, know what you want to accomplish and then get your tactics in place so that basically your arsenals in front of you, and when things go weird, you can pick the thing that you need, but you have to have that vision first, or it’s not going to work. Josh. This has been great. I’m really happy we had the red beard of wisdom on the show. I’m curious to see at the end of next year, if you’ll have more award winners, you think you can do that for us?

Josh (35:13):

I’m a very overconfident person. And after I got four of seven this year, I was like, well, what do I need to do to get seven of seven?

Mike (35:21):

I thought you’d say something like that. We’ll talk next year after the Two-Brain awards and see where you’re at. And we’ll get you back on here one way or the other. Thank you so much for your time and wisdom. I really appreciate it. That was Josh Price. And this is Two-Brain Radio. If you want to take action to grow your gym, go to and click Free Tools at the top. You will find a host of guides and resources you can use to take action today. That’s, free tools. Head there right now, and I’ll see you next time on Two-Brain Radio.


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