Run a Profitable Gym Chris Cooper

Gym owners often ask “how do I get more leads?” when they really need more customers.

The problem usually isn’t lead generation—it’s leads that don’t move down the marketing funnel.

How do you know if your funnel is clogged? You have to track and analyze metrics.

To help you add more clients, our February 2024 leaderboard show dials in on three critical lead-tracking metrics: set rate, show rate and close rate. How many leads set appointments, how many people show up, and how many buy?

In this episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper runs through each Top 10 leaderboard, sharing data from the best gyms around the world.

Then he gives you tips directly from the owners of these gyms so you can find out exactly what they’re doing to get more clients in the door.

One tip came up in every interview: speed—reach out to leads as fast as possible.

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Gym Owners United

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1:35 - February 2024 leaderboards

3:11 - NSIs set

5:15 - NSIs showed 

6:51 - NSIs closed

8:43 - Marketing tips

Make his gym profitable by Christmas or shut down.

That was the goal set by Brandon Sundwall, owner of Virtuo Personal Training in L.A., around this time last year.

In this episode of “Run a Profitable Gym,” Two-Brain Business chief marketing officer John Franklin is joined by Brandon, who shares his gym’s epic turnaround.

In just six months, Brandon doubled his gym’s revenue and cut his working hours in half—all with the support of his Two-Brain mentor, Anastasia Bennett. 

The keys to reaching his goal? Focus and systems.

Brandon has systematized every aspect of his business so it won’t crumble if he’s gone for a few weeks. Now he thinks like an owner, always asking himself, “What’s most worth my time and effort?”

Tune in to hear exactly how Brandon revived his gym—and to find out what his goal is for 2024.


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Gym Owners United

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0:44 - What is Virtuo?

8:22 - More clients and expansion

14:58 - Expanding business and family

23:37 - How Brandon found Two-Brain

33:11 - What’s on your Monday checklist?

When you buy mentorship, you buy speed.

In today’s episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper walks you through the mentorship process to show what’s possible and how fast you can move.

It’s all about setting a goal, creating a plan with expert assistance, and having someone hold you to the plan so you get the results you want.

At the start of the program, we’ll help you score quick wins. We want you to earn the money you need to pay for mentorship, so your mentor will help you create and sell a better offer. As you gain momentum, you’ll build a rock-solid foundation to your business by focusing on marketing, sales, cost control, retention, operations and team building.

In the Growth stage, your mentor will create a customized roadmap to get you where you want to go, and you’ll learn to track your metrics so you know you’re making progress. The focus here: Reach your ideal income level—$100,000 is a common target.

Once you have a strong, profitable business and some extra time and money, you can join the elite gym owners in our Tinker program. Here, the goal is to invest to build long-term wealth for your family, while increasing your lifespan and healthspan.

Two-Brain Business has produced 48 millionaire gym owners, with more added to the total every month.

How long will it take to get there? We move fast: The average Two-Brain client reaches $100,000 in income in just over two years (regardless of starting point), and $1 million net worth can be achieved about two years after that with the help of a mentor.

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Gym Owners United

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0:47 - Buy mentorship and buy speed

3:29 - Six key areas

6:18 - An inside look

8:49 - Hitting your target income

10:22 - Think like an investor

Does being a good coach make you a good gym owner?

In today’s episode of “Run a Profitable Gym,” host Mike Warkentin dives into this question with one of the top coaches in the world, Ben Bergeron.

Ben has trained numerous CrossFit Games and Affiliate Cup champions, and he’s also the founder of CrossFit New England and CompTrain, as well as the author of the book “Chasing Excellence.”

According to Ben, it takes a lot more than just a passion for coaching if you want to run a successful gym in 2024.

He dials in on a few essential business skills for gym owners: building and leading a team, understanding your financials, and being—or having—a high-level coach.

Another key question Ben addresses: Will your gym be successful if you get an athlete to the CrossFit Games?

To hear more from Ben and other incredible speakers such as Jason Khalipa and Brian “Tosh” Chontosh, get your tickets to the Two-Brain Summit, June 8 and 9 in Chicago, via the link below.

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Two-Brain Summit

Gym Owners United

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3:41 - What happened with Ben

10:49 - What did Ben change?

19:37 - Did things improve?

29:26 - Advice for prospective gym owners

35:44 - Competition success doesn’t mean gym success

Who’s my target market? How many class options should I offer? How much should I charge?

These are questions all gym owners must ask, no matter what type of gym they run.

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper dives into these topics with Jimmy Davidson, a parkour athlete turned gym owner and mentor.

Jimmy owns a three-location parkour gym, Freedom in Motion, and he’s a coach at Motion Mentors, a mentoring practice for parkour businesses.

By dialing in on his key demographic and offering programs his market wants, Jimmy has grown his gyms to nearly $1 million in revenue per location. Now, he’s on a mission to achieve his goal of helping 1 million people learn parkour.

Whether you own a CrossFit gym, a parkour gym or anything in between, tune in to learn proven strategies for overcoming some of the most common challenges gym owners face.

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Motion Mentors

Gym Owners United

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2:02 - Parkour vs. ninja gyms

5:30 - Why open a gym?

16:32 - Problems for parkour gyms

19:37 - Low prices hurt your gym

25:37 - Parkour level system

Today’s guest has driven up revenue in his gym by 3.5X since starting mentorship with Two-Brain, and his January 2024 total earned him a spot on the Top 10 revenue leaderboard—which ran from $58,000 to $125,000 USD.

In this episode of “Run a Profitable Gym,” Mike Warkentin sits down with revenue leader Chad Pinther, co-owner of Colfax Strong Strength and Conditioning, a CrossFit affiliate in Denver, Colorado.

With the help of a mentor, Chad and wife Esther identified a few key areas where they could increase revenue in the gym. They focused on No Sweat Intros/free consultations with new members and goal reviews with current clients, and they added an in-house nutrition program to create a new revenue stream.

Colfax even hired a full-time sales director—an investment that brought returns in just a few months.

Chad’s sales director has nearly doubled the gym’s close rate and is selling high-ticket packages through the Prescriptive Model. He’s helping clients meet their goals faster and boosting gross revenue for the gym.

Most importantly, the new hire has given Chad and his wife more time to focus on other areas of the business.

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Prescriptive Model

Gym Owners United

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1:10 - What goes intro the big number

3:37 - How Two-Brain helped Chad

9:38 - Bringing on help

19:21 - Steps to success

27:57 - Taking that first step