Chris Cooper's Blog, page 14

Elite Earnings: Why Top Gyms Prioritize Client Value Over Headcount

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4X Revenue, 2X Members, 2X ARM in Just 17 Months!

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Sales Funnel First Aid: Why Leads Aren’t Turning Into Members

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The Biggest Sales Mistakes Gym Owners Make (and How to Fix Them)

By John Franklin, Two-Brain chief marketing officer

For most gym owners, the word “sales” conjures images of a shady used-car salesperson—slicked-back hair, questionable ethics and enough cologne to choke a horse.

But here’s the truth: Good selling isn’t about manipulation; it’s about genuinely helping someone solve a real problem.

The problem is most gym owners never learned how to sell the right way, so they either avoid it completely or fumble through the process with crossed fingers and prayers.

To help you improve your sales, I’ll break down the biggest sales mistakes gym owners make and tell you how to fix them.

1. Charging too Little up Front

Offering a low-barrier entry can be smart—but only if you have higher-ticket options ready afterward.

Many gym owners trip over themselves by giving a basic monthly membership to someone who clearly needs a high-touch, personalized approach.

For instance, if someone walks into your gym desperate to lose 20 lb. before their wedding in six months, simply handing them a standard membership isn’t the best way to serve that prospect.

Instead, use the Two-Brain Prescriptive Model: Diagnose their issue, prescribe the ideal solution (often more personal training or nutrition coaching), and charge appropriately. This ensures your prospect gets results and you get paid for the value you deliver.

2. Not Handling Objections

If your idea of “handling objections” involves awkwardly nodding while your prospect slides toward the exit, we need to talk.

People rarely voice their true concerns initially. They might claim your gym is expensive, but deep down they fear failure or lack confidence.

Dig deeper. Ask the right questions, uncover real hesitations and address them head on. If you genuinely believe your service helps people, it’s your duty to navigate past their fears.

Not sure how? This podcast is your new best friend:

3. Having an Unprofessional Sales Area

Selling life-changing coaching while sitting on a dusty plyo box next to sweaty towels and half-empty protein shakers is like riding a bike with square wheels. You can do it; it’s just a lot harder.

Your gym should have a dedicated, private, professional sales area. Think clean, comfortable and compelling. Social proof should line your walls: before-and-after photos, framed five-star reviews—anything that shows real results from real clients. Make your prospects feel comfortable, respected and inspired to make a commitment.

First impressions matter, especially when selling premium services.

Compare these sales offices to yours:

4. Presenting Pricing the Wrong Way

A lot of gym owners love talking about their top-tier equipment, amazing community or elite coaching staff. That’s great—but your prospect doesn’t care about those things unless you can clearly show how all that stuff gets them what they want: results.

This is where a clear, simple pricing binder becomes your best sales tool. Research shows people retain up to 65 percent of information when they see and hear it—compared to only 10 percent when they just hear it. So don’t rattle off your prices like you’re reading a receipt. Show them.

Use a physical pricing binder that lays out your tiers clearly—whether it’s Good, Better, Best or Basic, Plus, Premium. This visual presentation helps prevent confusion, and in sales, confusion is the kiss of death. When a prospect gets overwhelmed or puzzled, they almost always choose the path of least resistance: doing nothing.

Your job is to make it easy for them to say yes.

Do you have a sales binder? If so, is it clear? Check out this page from a Two-Brain gym:

5. Not Tracking Your Sales Metrics

“What gets measured gets managed” isn’t just corporate-speak—it’s a reality check.

If you’re not tracking basic numbers such as consultations booked, show rates and close percentages, you’re flying blind. Most gym owners insist their close rate is “about 90 percent”—until they track it and realize it’s more like 60-70 percent.

Tracking your numbers gives you the real picture, helps you improve your sales process, and highlights opportunities to tweak your pricing and offers. Data doesn’t lie, even if your gut feelings do.

Learn to Help Prospective Clients

Selling shouldn’t make you feel like you’re pushing sketchy extended warranties on subpar vehicles. When done right, selling can be one of the most fulfilling parts of your job.

If you want to learn how to sell confidently and authentically, book a call with a Two-Brain mentor.

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The Slime-Free Sales Funnel for the Honest Gym Owner

If you own a gym, you must sell.

I know that makes you uncomfortable, and it made me uncomfortable for many years, too.

But here’s the truth: Selling is actually the first act of coaching.

Still, no fitness coach wants to feel pushy or slimy.

Here’s how to sell while maintaining a philosophy of generosity and service.

Help First

Every gym owner wants to help—that’s why we got into this business.

But if you truly want to help somebody, you must first invite them into your service.

The difference between helping and selling comes down to one word: intent.

If I want to help you get what you want, then I’m not selling.If I’m trying to get only what I want, then I am selling.

Some people believe the Help First plan involves helping for free or helping at a discount or just producing a lot of content. That’s incorrect.

Here’s the actual Help First funnel:

Introduction

The introduction to your service involves providing free seminars, free content, help in online groups and so on. Help First strategies make introductions for you. For example, you go into a client’s workplace and tell her coworkers how to de-stress at their desks. That’s probably a dozen introductions to you. The goal of these introductions is to start conversations.

Conversation

Your intro efforts give you chances to talk to people. But you’re not just chatting to get to know people. Conversations should lead to invitations. That means you can’t just create content or do a free seminar and vanish. That’s like giving a monologue. You must engage each person and find out what they want.

Invitation

The next step is invitation to your service. It should come naturally in the conversation: “Why don’t you come into the gym to talk about this?” or, “Let’s meet at the gym so I can show you our habits plan, OK?” This is an invitation to join a community that will actually help them. When I had that epiphany, I started getting really excited about inviting people into my gym.

The invitation will feel hard the first few times, but invite people anyway. To become more comfortable, remember that you’re not inviting them to a sale and you’re not trying to trick them. You’re really inviting them to a party, and they’re not going to invite themselves. They’re waiting to be invited. So “go first.”

Conversion

You must remember that selling is the first act of coaching. You must coach them to sign up because if they don’t sign up, nothing is going to change in their lives. They have access to all the knowledge they need, and it’s not making a difference. They need a coach.

Honesty in Sales

The No Sweat Intro process is all about honesty. You tell people the truth in free consultations by using the Prescriptive Model: “Here is exactly what you need to do to get what you want.”

You don’t sugarcoat it to make it sound easy, and you don’t decide what they can afford. You don’t put limitations and filters on people. You tell them exactly what they need to do to get the results they want.

Prospective clients expect and deserve honesty. And if you aren’t honest with them, it will feel like a sales pitch.

If you are thinking “they can’t afford it,” it will feel like a sales pitch. If you’re thinking “I should give this teacher 20 percent off,” it will feel like a sales pitch. If you’re desperate and you need the sale badly, it will feel like a sales pitch.

My close rate at my gym is very close to a hundred percent because I don’t feel any pressure to close anybody.

But I do feel a lot of pressure to tell that person the truth because—best case—they sign up for my gym and we help them. Worst case: Somebody in their life has told them the truth.

I-C-I-C

Here’s the recap:

Introduction—Use a Help First marketing strategy to meet more people.

Conversation—Use the intro to start a conversation and ask yourself, “How can I help this person even more?”

Invitation—Invite the person to get more help. Go first. Put yourself out there with confidence.

Conversion—Use the Prescriptive Model and coach them to take the first step on the path to the results they want.

And here’s a secret tip: You should have lots of social proof in your sales office. You want people to see happy clients who are accomplishing their goals.

But you need to see that, too.

Social proof reminds reminds you that your service works. When you’re surrounded by proof that you’ve helped a lot of people, you know you aren’t tricking anybody. You’re not selling them garbage. Your service works, and it’s valuable. That knowledge will boost your confidence in the sales office.

My Invitation

If you don’t yet have a mentor, I want to thank you for reading this and invite you into a conversation with my team. I know the knowledge I deliver here every day is helpful and valuable, but it’s only the first step. Knowledge is nothing without action, and gym owners need coaches to hold them accountable.

Yeah, even after thousands of reps it still feels kind of awkward to invite you into a program that will change your life, but this is me getting over my ego and inviting you into mentorship because I know the program works.

To continue this conversation, you can DM me on social media or book a call with my team here.

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Help First: How to Boost Gym Sales Without Slimy Tactics

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The Cure for Small-Biz Chaos: Numbers and Action

If the last five years have taught us anything, it’s that businesses always have challenges.

Pandemics, protests, wars, elections, tariffs, supply-chain issues, inflation, labor shortages—businesses have dealt with all of that and more since 2020.

It doesn’t matter where you sit on the political spectrum: The world is not becoming more friendly to entrepreneurship. It’s tough out there.

Here are grim U.S stats from a Lendingtree.com report published in April 2024:

23.2 percent of businesses fail in the first year.48.0 precent are gone after five years.65.3 percent are gone after a decade.

From madeincanada.ca, this is the Canadian number:

Only 50 percent of small businesses last for five years.

Igostartup.com offered this stat from Europe:

50 percent of small businesses fail in the first five years.

Let me counter that with a stat from Two-Brain’s database:

Regardless of starting point, the average gym owner can reach $100,000 annual earnings in two years, one month and nine days with the help of a mentor.

What’s going on here?

Gym owners in our mentorship program find success fast for two reasons:

They have expert help from a mentor with hard data and battle-tested tactics.They do the work.

It doesn’t come down to unbelievable luck, secret marketing hacks or wild quirks in the local market. It’s simply numbers and action.

Without guidance, it’s all too easy to screw up a business. Here are just three mistakes that can be fatal to a gym:

Offering discounts. (Free advice, backed by data.)Setting rates too low. (Free advice, backed by data.)Selling with free trials. (Free advice, backed by data.)

I made all three of these errors and was losing $5,000 a month at my lowest point. My gym was about to join the failed-business stats before I got help from a mentor.

But what if you didn’t make those mistakes at all? What if you didn’t bleed out your capital?

What if an expert helped you spot errors like this in your business early on and correct them fast?

What if—instead of guessing on a fix and playing the trial-and-error game—you were told exactly what to do to get the best possible result?

Instead of losing money, wasting time, and fumbling around and making more costly, frustrating errors, you’d get the right solution quickly and implement it. Then you’d address the next most important problem the same way. In short order, you’d have a well-oiled machine that’s gaining speed.

The effects of quickly implemented, optimal fixes can’t be overstated. Doing the exact right thing at the exact right time will shock a business back to life and put it on a path to success.

Here’s a simple example:

Your rates are $175 a month, but the math says they should be $200.A mentor can give you an exact plan to fix the problem in 30 days or less.Without help, you might not spot the problem, and you could waste months trying to figure out why you’re losing money. (You’ll probably try to add more clients, which is not the solution.)If you do spot the issue, you might not know how to fix it, or you might be too scared to take action—so you don’t do anything.If you have 150 members and don’t fix your rate problem, you are missing out on $3,750 of revenue every month—or $45,000 a year. That’s almost $100,000 in two years.Conversely, if you take action this month, you can add $3,750 of revenue to your monthly total—that will be $45,000 in a year. If you have a 30 percent profit margin, you can take home $13,500 more over the course of the year.
Get the Optimal Fix

Errors that are obvious to an expert can gut a business.

For example, lots of gyms have set their rates badly, suffered for years and then collapsed. They’re part of the failed-business stats I quoted above.

On the other hand, gym owners who get help and take action fix huge problems fast and stabilize their businesses. Then they use more tactics to reach profitability quickly.

For example, Two-Brain mentors have helped hundreds of gym owners use rate increases to pull businesses out of the fire. When these hard-working owners aren’t stressed out of their minds about making rent, they can take action to improve other parts of their businesses.

Instead of always teetering on the brink of failure, they build buffers that allow them to weather the inevitable storms.

If your eyes are constantly on the news right now and you’re worried about your business, the best thing you can do is get help.

If you fix your business and then make it strong, you’ll be more than prepared for any challenges that arise.

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Financial Freedom for Gym Owners: How to Retire Comfortably

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Bulletproof Businesses: Hope During Economic Turbulence

Many gyms sign up with Two-Brain when they’re in trouble.

First we get them back to level, and then we help them build a model that will support growth.

The Two-Brain model is flexible. It works for any type of gym. Want to teach CrossFit? Great. What about kickboxing or bootcamp? No problem. Want to do it as a big-group facility? We’ve got you. One on one, small group, semi-private? Yep.

We start with the outcome you want from owning a gym—your Perfect Day—and we calculate what you need to earn per year. Then we work backward to build revenue models, and we address marketing, retention, sales, operations and staff training to make your dream come true. We even help you build a dashboard so you can track your progress.

But as Greg Glassman said in our recent interview, “If I can reverse it, then I can prevent it.”

That means adopting a Two-Brain model can save a failing gym. But it also means adopting that model before you’re in trouble makes your business more bulletproof when the market goes bad, and it will go bad from time to time.

The best part: Regardless of the current state of your business, you’ll will never lose hope if you’ve got a map and a guide.

Here’s why the model works:

1. It provides flexibility—When your group-class clients start to cancel because of job losses, rising gas prices or just fear, you can easily pivot to your other options and promote them. If you’re just running group training, for example, you’re at the mercy of every economic trend.

2. I helps you focus on your best clients—You’ll know your niche and can recruit clients who are more economically resilient. For example, high-value PT clients rarely bolt if stocks dip.

3. It creates a margin—Who gets killed by one big wave? The person who’s barely treading water before the wave hits. With a buffer of profit, you’ll have enough money to weather a rough patch.

Want proof that our model works in a storm?

During our last big crisis (COVID, in 2020 and 2021), Two-Brain gyms had 78 percent revenue retention, even in areas where other gyms had less than 50 percent revenue retention.

And this was over a two-year period. In the first three months of the pandemic, Two-Brain gyms had over 93 percent revenue retention while some gyms made no money at all.

This is because we make gyms resilient and antifragile.

Our job is not to “flood your gym with leads.” Aggressive and sometimes desperate tactics can create short-term revenue bumps, but they never, ever create long-term sustainability. So we don’t use one-hit wonders, bait and switches, and dangerous tactics that send gyms into death spirals—paid-in-full discounts provide an obvious example.

Our job is to build gyms that will last 30 years by mentoring gym owners to be great entrepreneurs. Over 30 years, economic challenges will always appear. Great entrepreneurs can ride them out and then capitalize on the back end. Weak entrepreneurs grow when the economy grows and die when the economy shrinks.

So Is Your Gym Bulletproof?

How do you know if your business needs help?

Sorry if these sting a little:

1. You still say, “We were doing well before COVID.” The pandemic ended three years ago. If you haven’t recovered, it’s because you don’t have a plan now (and probably didn’t have a plan beforehand). Two-Brain didn’t lose a single gym to lockdowns, and the average Two-Brain gym surged 8 percent in the three months after reopening.

2. You would lose over 10 percent of your clients if your prices went up 20 percent. In an economic downturn, many of your clients’ other expenses are up 20 percent or more. How long before they start cutting costs to pay for gas and food?

3. You haven’t built a clear marketing funnel and don’t know how to check a funnel for leaks.

4. You’re paying more to staff and rent than you’re paying to yourself (you have no buffer).

5. You routinely lose 10 percent of your revenue around Christmas (your clients don’t have economic resilience) or in summer (your clients have other priorities).

6. If you got a big, unexpected tax bill today, you’d blame your accountant (you don’t have vision or control of your money).

7. Over the last three months, you lost as many clients as you gained (your retention isn’t strong enough).

8. You’re not taking an income from the business (you’re a step away from putting money into your gym).

9. You blame your franchise or CrossFit HQ or “too much competition” or the government for your troubles.

Here’s the harsh reality: You started the business, and you took a very real risk. Now it’s up to you to build the business. When other people agree to work for you, they are depending on your CEO skills, not your coaching skills. And the clients who rely on your services might love your coaching, but they don’t get access to that if you run your business into the ground.

You must level up as a CEO.

Hope, Flashlights and Maps

More tough love: No one is coming to save you. If you’re struggling now, you’re not going to be able to “just work harder” or “figure it out” when times get bad.

But there is hope.

Others have been through hard times. None of us just “worked harder” or stumbled onto solutions. To navigate bad water, we found a mentor, connected with a community and got help.

In 2008, my gym was flailing. I had missed my last two paychecks and didn’t know where the rent was coming from. My clients were trying to “save money” because their mortgages and grocery bills were going up.

I survived only through mentorship from someone outside the fitness industry. He gave me a plan—and hope.

There were no real fitness business mentors then, so I used what I had learned to create a program gym owners can use now to build resilient, antifragile businesses that survive bad times and thrive in good times.

Nobody just figures it out on their own because we run out of hope before we run out of money, time or energy. Alone, we are likely to give up when things get really hard.

An economic downturn is like a long, dark tunnel; the only way out is through.

It sure helps to have someone with a flashlight and a map.

To get a look at a map for your unique business in 2025, book a call here.

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6 Ways to Grow Your Gym in a Tough Economy

It’s certain that economic uncertainty is coming.

We don’t know how bad it will be, how long it will last or how it will impact your gym. But the world is a turbulent place right now, and even if you’re not worried, some of your clients are stressed.

When clients are stressed, that’s when they start to pause or cancel gym memberships.

Here’s something I’ve learned over the last five years: The best gyms use tough times as opportunities to improve and evolve. Instead of trying not to drown, they find ways to swim further faster.

And when the tough times end, these gyms thrive.

Today, I’m going to tell you how to grow in uncertain times.

1. Go Up Market

When the economy looks sour, the knee-jerk reaction is to drop prices and add low-cost services. That’s the wrong move. Instead, focus on higher-value clients and services.

In 2008, the subprime crisis created a massive market downturn. A stockbroker client of mine said, “Chris, when this market crashes, we go into a recession. You better start looking for another job because everybody’s gonna cancel their gym membership right away.”

At that time, I was doing personal training only and a couple of CrossFit classes at night. I wasn’t selling gym memberships. While a lot of people around town did pause gym memberships, very few people stopped doing personal training because they were high-value clients who were less affected by market chaos.

So in times of economic crisis, focus on your highest-value clients and your highest-value services instead of dropping your prices or catering to the budget-conscious crowd.

Do not offer discounts. Once you start discounting your rates, you can never take that discount away again because you’ve now set a lower bar for the value of your services.

You have better options. For example:

If personal-training clients are saying, “I can’t afford this,” offer a semi-private option.If group members are paying for unlimited classes but can’t do it anymore, offer a three-times-a-week package.

You can also add services, such as PT, nutrition and accountability coaching.

Why would you add higher-value services in a storm? Because higher-value clients will carry your gym through the crisis, and that’s the stuff they want. Identify your best clients—the ones who pay you the most and make you smile most often—and build offers for them. Do not devalue your services to try and retain bargain hunters.

If you want to work through an exercise with me to find your very best clients, check out this video:

2. Focus on Retention

In tough times, retention becomes even more important than marketing. When the economy is in the toilet, it becomes harder to acquire new clients, so focus first on reducing churn as much as possible.

To do that—and acquire some new clients, too—strengthen your relationships with existing clients in your marketing. Now is the time to tell success stories, make people famous, and celebrate members on your website and social platforms.

Next, introduce your clients to each other. Don’t just assume people will meet each other in class and become friends. Actively work to create connections between members so they have more reasons to stay. Example: “Phil, I don’t think I’ve introduced you to Tim. Did you know you work in the same building?”

Part 3 of the retention plan: Book Goal Review Sessions. Talk to your clients about the next three months before they’ve decided to quit. If they can see a future and have a plan in place, they’re more likely to stay. If they aren’t working toward anything, it’s easy to say, “See ya.”

The final part: Ask for referrals. If Erica the lawyer is getting great results and isn’t concerned about the economy, her partners at the firm won’t be rattled, either. Her friends are warm leads who will enter your gym with a connection already in place. And if Erica brings in a friend, she becomes much more likely to stay because she’s invested in that person’s success.

Yes, referrals improve retention!

3. Address Lagging Metrics

If you have fewer leads coming in at the top of the funnel in bad times, every lead becomes more valuable. Analyze your funnel and address weak links—fast.

If you aren’t getting leads, post more to social media, ask for more referrals and optimize your ads.If leads aren’t booking appointments, respond to leads faster, call them until they say “no,” and make sure your call to action is dialed in.If people are booking appointments but not showing up, add automated messaging and call people to confirm appointments. Then remind them of the upcoming appointments.If people are coming in but aren’t signing up, role-play sales conversations, refine your script and focus on value-based selling with the Prescriptive Model.

When times are tough, you can’t afford to have any leaks in your funnel. Run your numbers and address the weakest metric right away.

4. Grow Top-Line Revenue

You’re going to need a revenue buffer to navigate economic uncertainty. But instead of cutting costs, focus on increasing revenue first, and target a 20 percent boost.

Here are a few tactics:

Raise your rates (with a mentor’s help). Why? Remember, we are focusing on high-value clients who aren’t rate sensitive. But you can skip this one if it makes you nervous.Add high-value services. I mentioned this above, but I’ll reiterate it here. You can boost revenue by upselling existing members. I bet 10 percent of the people in your gym right now want more and are waiting for you to offer PT, habits coaching, semi-private training, etc.Start selling supplements or run a retail presale.Offer a specialty program.

Two-Brain clients work with a mentor to determine exactly which tactic to use. They just say, “Which tactic first and what’s my deadline?” The mentor supplies the plan, the resources and the accountability. But if you don’t work with us yet, I have a guide with 20 tactics you can use to boost revenue. DM me on social to request it!

5. Get Lean: Plan for the Worst, Hope for the Best

Here’s the reality with tough times: The strong gyms will survive and have a huge advantage on the other side. So take swift action right now to improve your business before you’re forced to do anything.

Dig into your P&L, audit your expenses, make cuts where needed, and make plans to generate more ROI.

That messy staff lounge? Get rid of it and sublease the space to a massage therapist. Your badly attended 10-a.m. class? Blow it out and take a PT client in that time instead. That old apparel? Sell it at cost to recover your cash, then switch to pre-sales so you never have to sit on inventory.

The flip side: Double-down on stuff that’s working.

For example, if you’re getting a good return on ad spend, this is not the time to shut off the tap “to save money.” In fact, you might consider investing more. If a specialty program always sells out year after year, consider offering it more often. And so on.

The point: Make smart, calculated moves immediately and you’ll be in better shape if the worst-case scenario comes to pass. And if it doesn’t, you’ll be that much further ahead.

6. Lean on Your Network

The best gym owners support each other. If you’re struggling, don’t pull back and wallow in negative thoughts on your own little island. Engage with your community of like-minded peers to find solutions.

For Two-Brain clients in our Growth Phase, we’re providing extra support through mentor calls and office hours with experts.

If you’re not in Two-Brain, join Gym Owners United and start sharing more in that group. Ask questions. Answer questions if you can. Give someone a high five and get one in return when you need it. The group has 10,000-plus gym owners in it, and it’s there for you to find solutions. I post tactics, data and advice there every day.

Outside of hiring a mentor, Gym Owners United is the best place on the web to get help.

Act Now!

I want you to win in 2025, and you can do that even if the next months are as turbulent as the first quarter was.

Stay focused, control what you can control, refine the story you’re telling, improve the services you’re offering, serve your clients better, master your metrics, and be a good leader. Level up personally to raise the ceiling for your business.

Remember, your clients need you to succeed.

Here’s what I want you to do today: Pick one thing from the list above to implement this week. Everything I’ve listed will make your business more resilient. That means it will be able to take a few hits without falling over.

And if you work fast and buy yourself a little bit more time, you can implement the next thing that I’ve suggested. Then the next thing and the next thing after that.

Any stressful business climate can be a blessing in the long run if it forces you out of complacency and motivates you to act. If you use these strategies, you will run a leaner, tighter gym.

That’s a good thing if the economy tanks or recovers quickly.

If you want to go further and get a personalized plan to grow your gym even if 2025 is chaotic, book a call here.

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