Chris Cooper's Blog, page 15

How to Grow Your Gym in Uncertain Times

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How $18K Months Became $30K Months in Just 3 Years

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Zero to $100,000 Annual Income in Less Than 1 Year

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Greg Glassman: 1-on-1 With Chris Cooper

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The Best Gym Owners Do This to Reach $100,000 Income Faster

Here’s one of my favorite stats:

On average, a gym owner who works with a Two-Brain mentor can reach $100,000 income in two years, one month and nine days regardless of starting point.

Yes, if you are making just $100 a year right now from your gym, you could make six figures in 25 months—if you do the work.

Or you could reach that level sooner.

Remember, 25 months is an average. That means some gym owners reach $100,000 much faster. We literally work with gym owners who went from $0 to $100,000 in less than a year.

So why do some gym owners reach their income goals much faster?

Here are the Top 3 reasons.

1. They Get Help

It’s not that you can’t figure out how to build a profitable gym on your own.

It’s whether you can do it without running out of money or time.

How many massive, costly mistakes will you make? How many months will you waste experimenting? How many dinners with your family will you miss?

Even if you don’t care about the money, you have to recognize the cost of wasted time.

If I gave you a stack of lumber, you could probably figure out how to build a shed of some sort in the next year. If I gave you lumber, blueprints and guidance, we could build a sturdy, attractive shed in an afternoon.

Gym owners who increase income fast don’t gamble on trial and error. They don’t have time to swing and miss. They ask experts for the answer and then take action so they can hit home runs today.

2. They Do the Right Things

Two-Brain has collected hundreds of battle-tested, sure-thing tactics to improve all aspects of a business.

I could give all of them to you right now in massive pile. In fact, you can see these exact tactics all over this blog and our social media accounts. We don’t hide anything.

But which tactic do you use to get the best result right now? And what if you review all the tactics and get so overwhelmed that you sit on your hands?

We have a metrics-driven plan to select the right tactic at the right time. It’s called the Simple Six. Our mentees enter metrics in a custom-built dashboard, and we can see their area of greatest opportunity. Then we select the very best tactic to improve the lagging metric, and we provide all the resources the gym owner needs to push the number up fast.

Example: A gym owner’s metrics reveal that he needs to increase average revenue per member. We might provide our step-by-step rate-increase plan.

We have tactics to improve every metric. Check this out:

Gym owners who increase income fast use a mentor to determine the right thing to do right now.

3. They Focus and Take Action

You’ll understand this analogy:

A client comes to your gym with the goal of getting stronger. You know exactly how to make this happen, and you create an ideal plan. The client completes the first session, misses the second, then makes up his own plan for Session 3. He misses a few more sessions, then starts asking you about supplements and shortcuts. Then he starts working on his bench press. And then he quits to start training for a Hyrox race.

Had that client stuck to your plan and leaned into the work, he would have accomplished his goal.

Same deal with building a business. We interview the gym owners who post the best metrics every month, and they tell us how they generated the numbers.

Get this: They never say, “I created a new, wild ad system that’s flooding my gym with leads!”

They always say stuff like this:

“I just did what my mentor told me to do.”“I used the stuff in the Two-Brain Toolkit.”“I stuck to the plan.”“I doubled down on the stuff that’s working.”“I really focused on getting the work done fast.”

Our mentors help clients create plans to accomplish their goals, and they provide did-you-do-it-yet accountability. But the gym owner ultimately must commit to doing the work.

As a fitness coach, you know what happens when clients stick to the plan and do the work—and what happens when they don’t.

Gym owners who increase income fast stay focused and execute the plan without delay.

The Clock Is Ticking

A total of 246 gym owners hit their exact income goals through our program in 2024 alone.

If you book a call to talk to a mentor today, I’m confident you could be earning $100,000 a year from your gym in 25 or fewer months.

Above-average gym owners:

Get help.Do the right things at the right time.Stay focused and work quickly.

And that’s why they reach six-figure income and millionaire status faster than other fitness entrepreneurs.

So how fast do you want to move toward your goals?

Here’s the start-today button:

Book a Call

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How to Make $100,000 a Year From Your Gym

You can make $100,000 a year from a gym—or much more.

If you had said that to me when I was sitting on a park bench contemplating bankruptcy back in the day, I wouldn’t have believed you.

And I’m not asking you to believe me. Instead, I’m going to lay out the thousand-foot view of our mentorship program so you can see exactly how we can help you can create a six-figure income.

Now, it’s not easy to do this. You can’t just snap your fingers. You must commit to doing the right work at the right time. But if you do the right things and take action, you can reach $100,000 a year—or more. This is possible no matter what state your gym is in right now.

My proof: We have helped hundreds of gym owners reach their income goals—246 of them in 2024, to be exact. And we’ve minted almost 60 millionaire gym owners as of today.

Below, I’m going to lay out the plan for you, but if you really want to dig deep into our system and even watch me go through critical exercises every gym owner must do, you can do that on YouTube.

Stage 1: Increase Revenue

We know gym owners must increase revenue to earn more, so we tackle three problems right away:

PricingLead nurtureSelling scared

We’ll teach you exactly how to price your services so you generate profit, acquire and close new leads, and dramatically improve average revenue per member (ARM).

The key to the whole thing is the Prescriptive Model. I’ve laid that out in detail here.

The short summary: You meet with prospective clients, find out their goals, tell them the exact plan to accomplish them, present your prices with a binder, close the sale, onboard the client with one-on-training and schedule a check-in 90 days down the line.

This is a simple system, but it’s easy to make mistakes on your own. Our mentors guide you through every single step so you build it properly, and we have tons of done-for-you resources so you can move at very high speed.

We’re also going to help you identify your best clients and generate referrals, and we’ll go over some key strategies to get more at-bats in your sales office. We supply specific tactics to help you:

Sell by chat.Generate interest through local Facebook groups.Use direct-action social-media posts.Work your email list.Generate in-person conversations.

We’ll teach you how to use ads, too. But there are easier ways to get clients without spending money, so we cover those first. When it’s time for ads, we teach you how to use this structure:

Ad → Landing Page → Booked No Sweat Intro → Follow-up Automation → Sale

You’ll also learn to track key metrics so you always know if you’re making or wasting money with your ads. Here are some key performance indicators:

Cost per lead—how much it costs you to get a person’s name and contact info.Set rate—the number of people who book an appointment from the landing page.Show rate—the number of bookers who show up.Close rate—the number of people who show up and buy.Front-end revenue (FER)—money generated from initial sale.Return on ad spend (ROAS)—Revenue generated through sales vs. ad costs.

In this detailed crash course in the fitness business, you will learn exactly how to get more leads, turn them into members and make more per member.

Stage 1 is a sprint with a purpose: Your business is going to get a huge push forward so you’re generating revenue and have the bandwidth to make the rest of your business more resilient. Remember, I want you in business for 30 years or more.

Stage 2

Stage 2 is where gym ownership becomes fun. Instead of scrambling to pay the bills and spinning plates, you’re going to use a diagnostic system to figure out exactly how to improve your business fast.

Instead of doing random tasks that might pay off, you’ll use our Simple Six system to discover exactly what you need to do right now to get the greatest reward.

Our clients have access to a custom dashboard that automates the audit process, but if you want a diagnostic right now, you can get it here to do a quick assessment of your business. Once you’ve done that, you’ll see your area of greatest opportunity. A mentor can tell you exactly what to do to bring up a lagging metric fast and provide accountability so you do the work.

Check it out below—I’ve listed six aspects of a gym business and provided specific examples of projects that move the needle. A Two-Brain mentor will literally say, “Your greatest area of opportunity right now is sales. Here are all the assets you need to hammer ‘sell week’ and get five new clients in seven days.”

After you complete a project, you repeat the audit and then work on your next most important project. The cycle continues and your business grows because you always know exactly what to do right now to get measurable results.

Eventually, your business is running very smoothly because you’ve built airtight systems and mentored your staff to succeed. Your business is systemized and scalable, and you’re ready for Stage 3.

Stage 3

Stage 1 was about making more money, and Stage 2 was about making the business run without you by building systems.

Stage 3 is about refining those systems and building your perfect life. Gym owners often grind for years without ever defining what success looks like. So we help you get crystal clear on what your Perfect Day looks like, and then we work backward and formulate a plan to make it a reality.

Do you want to take more vacations, start another business, retire early, open another gym or work just one hour a day? We help you define success and then make a plan to accomplish your goals.

Check it out:

The third stage of mentorship is highly personalized because goals at this stage are different. But let me show you a few Perfect Day posts from real gym owners who made plans with a mentor and accomplished great things:

What Now?

If all this interests you and you want to take action, book a call here. We’ll do a deep dive into your business and work out a plan to help you get to $100,000 income—or beyond that number!

If you’re not ready for that yet and want more detail about the plan, dig into this comprehensive video (I’m happy to answer any questions you have if you DM me on Facebook):

I hope to hear from you!

I know you started your gym to improve lives, and I’m here to tell you that your life can improve, too.

You don’t have to grind 50-plus hours a week, miss dinner with your family and struggle to pay the bills. You can serve your clients and thrive personally.

You just need the right strategy and the right mentorship.

Let’s build your $100,000 income plan together today: Book your free strategy call now!

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How to Make $100,000 Per Year From Your Gym (While Working 4 Hours a Day)

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Purge This Question From Your Sales Scripts Today

Here’s a question you should never ask in a sales consultation:

“How can I help you?”

Why are you asking prospective clients to solve their own problems?

You’re the expert, right?

It’s your job to tell people how you can help them, and you can only do that if you ask the right questions.

Two-Brain teaches gym owners to use the Prescriptive Model, which has been proven to improve retention and increase revenue and average revenue per member.

The key element of the whole model is this: You tell people how to accomplish their goals; i.e., you provide a prescription.

The concept is most obvious in the medical world.

“I have an itchy rash.”

“It will go away if you get this exact cream and apply it twice a day to the affected area.”

It appears in other realms:

“I’m losing a lot of investment income to taxes.”

“You can keep more of it by using this exact tax-advantaged account.”

If you apply the same approach within your scope of practice as a fitness expert, you will set yourself apart in the market, make more sales and help clients get better results.

You starting point is ditching “how” questions and using “what” and “why” questions instead.

Clients supply the what and why, and you supply the how.

What and Why Questions

Here’s the right first question in a free consultation: “What led you to our gym?”

That question will produce the client’s goal: “I want to get stronger.”

It’s tempting to toss a prescription in right here. But real pros will ask three or four why questions first.

“Why do you want to accomplish that goal?”

“I want to apply for a new job, and it says I have to be able to lift 50 lb. regularly.

“Why is that important to you?”

“I’m stuck in a dead-end job.”

“Why will that make a difference?”

“Well, the job I want is an entry-level position, but it says it has a lot of opportunities for advancement. If I can get in the door, I’m certain I can get into a management role within a year and double my income.”

“Why will that matter?”

“I want to be able to take my kid to Disney World for his 10th birthday. It’s in 18 months.”

This is called “motivational interviewing,” and it produces far more information than “how can I help you?”

At that point, you go into full expert mode. You’re going to take a measurement of some sort to determine a starting point, then lay out an exact path to get the client to the goal.

Here’s a simple example:

“What can you lift right now?”

“Well, one 25-lb. bag of dog food is OK, but I definitely can’t lift two at once.”

“Got it. We know you can deadlift about 25 lb. comfortably, so we’ll want to get to a 100-lb. deadlift so 50-lb. boxes are a breeze. This is a very achievable goal with coaching. I bet you want to apply for that job sooner rather than later, so speed is a priority. The fastest path to a 100-lb. deadlift is personal training with me three times a week.”

And out comes the pricing binder.

I won’t go further—the entire Prescriptive Model is laid out in great detail here.

This process will set you apart as a true fitness pro, make it easier to close sales (and sales of high-value services), and help clients get the results they want much faster.

The point for today:

The expert provides the how after asking the right questions to obtain the what and why from the client.

Don’t ask how you can help. Ask what clients want to accomplish and why. Then supply the help: an exact plan that will help them accomplish their goals.

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The No-Paid-Ads Plan That Pays Gym Owner More Than $20K Per Month!

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$100,000 Income: Timelines and Tactics

Net owner benefit: It’s everything you get from your business.

Think of it as your total reward for taking risk as an entrepreneur.

Our mentorship program is designed to get gym owners to $100,000 net owner benefit (NOB) fast—and then we’ll go further.

But six figures is a great start, and you can reach that NOB number faster than you think.

Here’s data: The average time it takes a gym owner to get to $100,000 NOB with Two-Brain mentorship is two years, one month and nine days.

That’s just over 25 months. When our clients hit this number for the first time, we throw confetti and ring the PR bell—it happens a lot.

Two important qualifiers:

1. This stat remains the same regardless of starting point. If a gym owner is earning $15,000 or $50,000 when they start working with us, the average is still 25 months. So if your income is low now, take heart.

2. Some gym owners have hit $100,000 much faster. I’ve given you the average. Entrepreneurs who can focus and stick to the plan can reach six figures very quickly. So if 25 months seems like a long time to you, know that you can shave many months if you focus and do the work your mentor prescribes.

The Finer Points

Employees of companies get wages, and their pay is generally very straightforward. Entrepreneurs have more options—think of them as small rewards for creating jobs, supporting communities, growing the economy and taking risk.

Some of us take salaries from gyms. Some take profit distributions. Some charge the gym rent as a landlord. To avoid overtaxation, some have businesses pay their bills (cell phone, car loan, etc.). Some do all of the above.

NOB is the total of salary, profit and the “extras” your gym provides for you.

For example, a gym owner might make $100,000 in NOB this way:

$66,000 salary ($5,500 per month)$20,000 profit ($5,000 quarterly distributions)$6,000 health insurance$6,000 vehicle$2,000 cell phone/extras

Total: $100,000 NOB (or $8,333 per month)

I’ll give you extra insight into that list.

Salary—You need to pay yourself for work that you do. This “seems obvious,” but it’s not. It’s very common for gym owners to “just do everything” without paying themselves for the work. That obscures the real cost of running the gym and ensures the owner can never offload unpaid tasks. No one else will work for free, right?

Profit—To pay yourself profit, you must generate profit. That means you must price your services correctly. And you must commit to paying yourself this money. You need a small buffer in your business, but leaving money inside the corporation is like putting it on a platter and serving it up to the government, the bank and your own temptation. I’m disciplined when it comes to finances, but if there’s an extra thousand bucks in my account, I start browsing the Rogue website. And if profit is just sitting there and you’re ever sued, that money is at risk.

Health insurance, vehicles, extras—Make a list of all your expenses, then ask your accountant to review it. You might preserve a lot of personal cash by shifting expenses to the business. Many gym owners don’t realize this is possible. They’ll absorb small costs such as printer toner and pens, and they’ll eat larger expenses such as cameras, phones and vehicles/transportation, too. Your tax pro can point out all the legal ways to shift expenses to the business and increase your NOB.

NOB Boost: Step 1

When talking about NOB, I always like to remind gym owners of the best step they can take immediately:

Give yourself a small raise today.

If you’re nervous, start with $50 a pay period. That’s only about a hundred bucks a month, or $1,200 a year.

I’m not suggesting this money will magically appear, but I am suggesting a raise can be a “forcing function.” Could you sell 16 $75 PT sessions in the next year to cover the $1,200? Yes, you could. Or do you really need to spend that surplus $1,200 on more sandbags? No, I’m sure you have lots of gear.

So give yourself the raise. It will feel good—like you’re being rewarded for owning a business. That’s a great thing, because when you feel rewarded, you start building confidence and momentum as an entrepreneur.

Now think about what it might feel like to add $500 or even $5,000 to your monthly NOB. This is very possible.

Let me show you one more time what our top earners take home per month:

Let’s start with a $100-a-month increase.

Give yourself that raise today.

And when you’re ready to talk about improving your business so you can give yourself much larger raises, click here to book a call.

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