618 episodes

Broke gym owner Chris Cooper turned a struggling business into an asset—then built a multi-million-dollar mentoring company with hundreds of clients all over the world. Chris has dedicated his life to helping other entrepreneurs find wealth, and he uses Two-Brain Radio to present the best of the business world and the fitness industry. Thursdays' shows are dedicated to business, best practices, self-improvement, profitability and actionable advice. Mondays are all about marketing and success stories from Two-Brain clients. Chris' goal is to create 1 million wealthy entrepreneurs. Subscribe to Two-Brain Radio and you could be one of them.

Two-Brain Radio Chris Cooper

    • Business
    • 4.8 • 68 Ratings

Broke gym owner Chris Cooper turned a struggling business into an asset—then built a multi-million-dollar mentoring company with hundreds of clients all over the world. Chris has dedicated his life to helping other entrepreneurs find wealth, and he uses Two-Brain Radio to present the best of the business world and the fitness industry. Thursdays' shows are dedicated to business, best practices, self-improvement, profitability and actionable advice. Mondays are all about marketing and success stories from Two-Brain clients. Chris' goal is to create 1 million wealthy entrepreneurs. Subscribe to Two-Brain Radio and you could be one of them.

    What if Every Client Spent $12,000 at Your Gym?

    What if Every Client Spent $12,000 at Your Gym?

    Do you track your gym's average lifetime value (LTV)? LTV is how much a client pays you over the entire course of your business relationship.

    It's a marriage of two other important metrics—average revenue per member (ARM) and length of engagement (LEG)—and it's a great way to get some perspective on the health of your business.

    Jonathan Beckner owns Move Functional Fitness in Decatur, Georgia, and in March 2021, his gym's average LTV was just shy of $12,000. Yes, that's the correct number of zeroes.

    Here's a look at how he hit that number and why you should be tracking LTV.

    Links:

    Move Functional Fitness
    "How to Make $100,000 Per Year With 150 Clients"
    Level Method
    Gym Lead Machine
    Gym Owners United

    Timeline:

    1:45 – Looking at length of engagement.
    6:07 – How to get clients to stick around.
    8:16 – Keeping clients during COVID.
    13:45 – Lifetime value: a reflection of the value of your services.
    15:34 – Increasing average revenue per member.
    18:23 – LTV: Providing perspective on ad spend and lead costs.
    22:14 – To increase LTV, focus on value first.

    • 27 min
    From CrossFit Games Athlete to Gym Owner to CEO

    From CrossFit Games Athlete to Gym Owner to CEO

    Kate Spinner has suffered, survived and triumphed over more challenges in the last decade than many do their entire lives.

    You might know her better as Kate Rawlings, a former CrossFit Games athlete and the founder and owner of Coca CrossFit in Ohio.  She opened her gym just a month after competing at the 2010 CrossFit Games, and since then she has weathered major injuries, shifts in career identity, family tragedies and now, the COVID-19 pandemic.

    Yet despite it all, Kate and her business are stronger than ever. Even as some gyms are still picking up the pieces after repeated lockdowns, Coca CrossFit has grown, added programs and doubled its revenue.

    Even better, Kate says she's living her Perfect Day.

    Links:

    Coca CrossFit
    Incite Tax
    Two-Brain Coaching
    Gym Owners United

    Timeline:

    1:33 – Can you be an elite CrossFit Games athlete and an elite gym owner simultaneously?
    5:53 – The 2010 CrossFit Games: One pair of shoes and Amanda under the lights.
    10:39 – Dealing with major injuries and reassessing priorities.
    15:08 – The early-adopter benefit.
    17:43 – “Coca CrossFit 2.0”
    18:35 – All the stuff Kate wasn’t paying attention to in her business.
    19:55 – Heart-shattering tragedy.
    27:34 – Learning vulnerability.
    29:42 – Running a gym with a baby strapped to her chest.
    31:54 – Right as things were getting good: COVID hits.
    34:18 – The 48-hour ultimatum.
    36:09 – Finding Two-Brain Business: “They’re our people.”
    37:04 – How Coca CrossFit doubled its revenue in one year.
    39:26 – Moving into the CEO role.
    42:02 – Big plans for the future: aligning passion, vision and history.

    • 46 min
    Broke Gym Owner Stops Sleeping in Office Hammock, Finally Takes Wages

    Broke Gym Owner Stops Sleeping in Office Hammock, Finally Takes Wages

    In his roughest years, Jeff Jucha was paying his gym's bills by maxing out his personal credit cards. He couldn't afford staff. And his bed was a hammock bolted to the gym office walls.

    But when an almost life-threatening sickness showed him just how much he'd been worn down, he made some changes. The biggest one? He started paying himself first.

    Since then, Jeff's become a profitable gym owner and now helps others do the same as a Certified Two-Brain Fitness Business mentor.  Tune in to hear his story and learn how you, too, can make your business profitable while prioritizing your own well-being.

    Links:

    "How to Make $100,000 Per Year With 150 Clients"
    "Profit First for Microgyms"
    Why Your Gym Must Pay You First (And How To Make It Happen)
    Chalk It Pro
    Two-Brain Programming
    Gym Owners United

    Timeline:

    1:52 – No money, no goals, no structure.
    3:11 – Maxing out personal credit cards to keep the gym afloat.
    6:06 – Sleeping in a hammock—in the gym office.
    7:54 – Divorce, worsening mindset and debilitating sickness.
    11:21 – The first step toward change.
    13:00 – Finding new ways to increase revenue.
    18:27 – Writing himself a check.
    22:56 – Taking the next step with Two-Brain.
    26:02 – Lessons learned from the Profit First method.
    28:49 – Set the intention for your business.
    31:39 – How to start paying yourself when you don’t know where the money will come from.
    36:03 – What happens when gym owners start paying themselves first.

    • 40 min
    Why the "More Members Myth" Must Die Before It Kills Us

    Why the "More Members Myth" Must Die Before It Kills Us

    "Bro, how much you bench?"

    How seriously would you take someone who judged your fitness based on just your bench press? Well, the gym owner's equivalent is membership numbers, and more is not always better.

    Don't believe it?

    Here's Chris Cooper on why more members won't make you rich—and what you should do instead to increase your net owner benefit by $40,000 per year.

    Get the guide: "How to Make $100,000 Per Year With 150 Clients."

    Links:

    Forever Fierce
    Driven Nutrition
    Gym Owners United

    Timeline:

    00:28 – “How much you bench?”
    3:37 – Origins of the “more is better” model.
    9:47 – The exception, not the rule.
    12:20 – Why you don’t want more members.
    14:56 – The metrics you should think about instead.
    16:35 – How to make more money with fewer clients.
    18:42 – Where to start.

    • 20 min
    Pandemic Tempting You to Cut Owner Pay? Listen to This First!

    Pandemic Tempting You to Cut Owner Pay? Listen to This First!

    Gym owners: Stop cutting your own pay to make ends meet. It doesn't make your business stronger.

    Still skeptical? Take it from Ashely Coffey, owner of Get Fit in Bridgewater, Massachusetts.

    When she first opened her gym, it was a struggle just to pay her coaches, much less herself. She was working 14-hour days and wearing all the hats, but her business wasn't growing.

    Then she tried Mike Michalowicz's Profit First method, which teaches business owners to pay themselves before paying any other expense. The result? Ashley's gym has grown, she's off-loaded lower-value roles, and the business is profitable.

    Links:

    Get Fit
    AGuard
    Chalk It Pro
    Gym Owners United

    Timeline:

    1:07 – Horror stories.
    7:02 – Starting mentorship in the middle of the COVID-19 pandemic.
    9:19 – Discovering “Profit First.”
    11:34 – Starting small.
    13:44 – Eating the sandwich.
    14:38 – The snowball effect.
    16:10 – Climbing the value ladder.
    20:24 – Concentrating on high-value roles.
    23:03 – Dealing with bumps along the road.
    25:11 – You can’t help others if you’re not OK.
    26:44 – Setting goalposts to drive revenue growth.
    27:49 – You are a legitimate business expense.
    29:10 – Life on the Profit First plan: stability, confidence, and growth.
    31:12 – Success breeds success.

    • 33 min
    Why Your Gym Must Pay You First (and How to Make It Happen)

    Why Your Gym Must Pay You First (and How to Make It Happen)

    Money's tight this month. But your gym will make it—as long as you cut your own pay a little. No problem; you're not in this business to get rich, right?

    But you can't live like that forever. Eventually, your business needs to be profitable and you need a paycheck—or you're going to burn out. But how do you get there?

    The Profit First system, developed by Mike Michalowicz, is a powerful technique for managing cashflow to result in profit. Gym owner and certified public accountant John Briggs tweaked the system even further in his book, "Profit First for Microgyms."

    Here, John explains how you can use the system to get out of debt, pay yourself and your team, cover your expenses and make a profit.

    Links:

    "Profit First for Microgyms"
    Incite Tax
    Arbox
    Chalk It Pro
    Gym Owners United

    Timeline:

    2:25 – What is Profit First?
    3:04 – Parkinson’s Law. 
    6:18 – The gym-owner trap.
    11:14 – The seven accounts: income.
    12:19  – The seven accounts: team members.
    14:13 – The seven accounts: owner pay.
    17:20 – The seven accounts: profit.
    22:31 – The seven accounts: tax.
    24:14  – The seven accounts: operating expenses.
    24:28 – The seven accounts: equipment.
    25:48 – Why the system works.
    27:29 – How to start implementing Profit First if you’re broke.
    29:38 – Analyzing expenses and generating revenue.
    33:27 – Starting small.
    35:14 – How Profit First will make your life better.
    36:53 – Where to start.

    • 40 min

Customer Reviews

4.8 out of 5
68 Ratings

68 Ratings

Clarisse Gomez ,

Awesome Podcast!!!

Chris, host of the Two-Brain Radio podcast, highlights all aspects of business, entrepreneurship and more in this can’t miss podcast! The host and expert guests offer insightful advice and information that is helpful to anyone that listens!

Packerland Ty ,

Best small business podcast out there!

The content is how to grow your gym business but the content that Chris, Greg and the rest of the crew provide is all about getting you towards perfect day and the lessons can be applied to any small business. Thanks for the work!

loloooollolo ,

Needs better sound editing

Had a friend recommend this, tried to start with Brian Strumps short story and he’s constantly clearing his throat and making tons of crackling noises in the mic. It’s awful because you probably have some good content.

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