Advertise on podcast: Run a Profitable Gym

Gym owner Lauren DiSessa’s weekly HYROX class has generated $6,000 in revenue in just two months, and she’s not even charging members extra for it. How’d she do it? Two-Brain CEO John Franklin gets the full scoop from Lauren today on “Run a Profitable Gym.” Lauren walks through her V1 mistakes—treating HYROX as an afterthought with no real launch strategy—and explains what she did differently the second time around: a high-energy open house that drew 40 people, 70% of whom were non-members who paid to train at her gym. She breaks down her pricing structure for drop-ins, class packs and full race simulations, and reveals the three things every gym owner needs to launch HYROX successfully: 1. Someone genuinely passionate about the sport 2. A dedicated class time that gives the program its own identity 3. The right equipment to attract serious athletes. Lauren also shares how the program is pulling in a steady stream of prospects every single week and why even converting just one or two of them into full members each month is a bigger deal than it sounds. Tune in to find out how a single Saturday morning class is quickly becoming one of the smartest revenue moves Lauren has ever made. Then get "The Complete Guide to HYROX Affiliation for Gym Owners" in Gym Owners United, linked below. Links Gym Owners United Book a Call 0:56 - Gym overview 7:52 - Adding HYROX 16:33 - Open house results 20:37 - Pricing structure 29:46 - Keys to success

Are you sleeping on HYROX? That's a mistake. In this episode, Two-Brain CEO John Franklin and founder Chris Cooper discuss the hottest thing in fitness right now: HYROX. John, fresh off a race in Miami Beach, had nothing but praise for the event, and Chris Cooper suggests the races give your members a reason to keep training and way to find success and smiles outside the gym. The best part? HYROX affiliation fees for gyms are low—about US$150 a month—so it's easy to get huge ROI, if you have a plan.  No plan? No ROI. Solid plan? Huge ROI is possible. For example, one Two-Brain gym generates $12,500 a month in HYROX revenue, and another added $100,000 in annual revenue just by setting up two HYROX training sessions a week. Chris and John dig into the details to help you determine if a HYROX program is right for your gym, even if you're a CrossFit affiliate. Newsflash: CrossFit gyms don't need to be scared of HYROX; the program is complementary.  Check out this discussion, and if you want to take the next step, "The Complete Guide to HYROX Affiliation for Gym Owners" is available if you DM Chris Cooper through our Gym Owners United group, linked below. Links Gym Owners United Book a Call 0:29 - Why is HYROX working? 4:02 - The opportunity 5:48 - Should CrossFit gyms be afraid? 8:05 - How to get ROI 15:48 - Marketing, selling, retaining

Most gyms treat old members as if they’re gone forever—but Xtra Mile Fitness brought back 36 departed clients in one year. In this episode of “Run a Profitable Gym,” Corey Lewis (owner of Xtra Mile Fitness) reveals how he reactivated 36 alumni—comprising nearly 40% of his “new” members—last year. Corey’s philosophy: The client journey doesn’t end when someone leaves your gym. To help you reacquire members, he lays out fundamental exit practices every gym should implement: exit goal reviews, thank you postcards and 90-day follow-up texts. He also shares more advanced tactics for winning old members back, including social media engagement, video texts and coffee meetings. Corey never “pitches” to alumni. He leads with a "help first" mentality and checks in genuinely. The resale happens naturally when the person is ready. Tune in to get Corey’s complete system for reactivating former gym members, then implement it in your gym! Links Gym Owners United Book a Call 0:00 - 36 returning members 2:44 - Exit goal reviews 6:22 - Postcard follow-ups 9:03 - Social media engagement 13:13 - Why this works

The future belongs to gyms that specialize. The data proves it: Small group training has a 7% higher profit margin than large group training, and length of engagement in niche gyms is double the industry average. Today on “Run a Profitable Gym,” Chris Cooper lays out how niching down will transform your gym. Yes, you can find and own a niche without kicking out existing clients. When you niche down, everything gets easier: Marketing becomes crystal clear, referrals become automatic, your schedule shrinks, facility costs drop, staffing simplifies, and retention skyrockets. Generic “fitness for everyone” gyms compete on price and lose. Specialized gyms charge premium rates and win. Stop trying to be everything to everyone. Find your people and serve them exceptionally well. Links Gym Owners United Book a Call 0:01 - Intro 0:40 - The industry right now 5:25 - Why niche down? 8:39 - How to find your niche 18:37 - What isn’t a niche?

Buying a gym can be one of the best business decisions you’ll ever make or one of the most expensive mistakes of your life. In this episode of “Run a Profitable Gym,” Two-Brain Business CEO John Franklin and attorney Matthew Becker of Gym Lawyers PLLC walk you through exactly how to buy a gym without overpaying, buying a disaster or landing on legal landmines. Matthew has handled over $50 million in gym transactions, and John has personally bought and sold five gyms in New York City. In this step-by-step training, the pair break down: The formula for valuing a gym.Factors that impact the valuation.How to define and find the gym you’re looking for.The legal process for buying a gym.Options for financing a gym purchase. Before you commit to a buy, check out this show and make sure you're setting yourself up for long-term success in the fitness industry. Links Free valuation calculator: "How to Buy a Gym" "How to Value a Gym: SDE, Multiples and What a Gym Is Actually Worth" Book a Call Gym Lawyers Consultation 2:41 - How to value a gym 17:14 - Define your “buy box” 18:55 - The search 22:12 - Legal and financing 36:43 - The full playbook

If you burn out, your gym dies. That’s why taking care of your mental health is the best business decision you can make. In this episode of “Run a Profitable Gym,” Chris Cooper explains why burnout happens to gym owners and how to prevent it. If you pour your energy into clients all day, manage staff, call leads, clean bathrooms and run your business, then go home and scrape the bottom of the bowl for whatever’s left for your family, you'll eventually run out of gas. Your clients will know exactly when that happens. And they'll walk out.  Chris shares six practical strategies for improving your mental health before you burn out, including setting boundaries, finding someone to talk to and systemizing your business. You can’t sell your clients energy if you don’t have it. Tune in to learn how to keep your cup full—and your gym alive. Connect with gym owners just like you at the Two-Brain Summit. Get tickets via the link below! Links Two-Brain Summit Tickets Gym Owners United Book a Call 1:46 - What we’re really selling 6:18 - The money problem 9:29 - Mental health strategies 1-3 15:37 - Mental health strategies 4-6 21:35 - The Two-Brain Summit

Most gym owners stay stuck because of fear. Fear of failure. Fear of confrontation. Fear of making things worse. But here’s what Chris Cooper learned after 15 years of mentoring gym owners: The only thing stronger than fear is love. You have to love the local people who need your help more than you fear publishing that Instagram post. You have to love your family enough to fire that coach who’s hurting your gym. Today on “Run a Profitable Gym,” Chris presents gym owners with a challenge: Expand your comfort zone. Coop gives you 10 difficult scenarios to choose from and a simple four-day process for practicing them until they become easy: Day 1: Practice the uncomfortable task in a mirrorDay 2: Practice with a supportive friend or spouseDay 3: Practice with your mentorDay 4: Do it for realYour comfort zone is like a muscle. When you exercise it, it gets bigger—and you become more capable of making the changes your business needs. To get the free Comfort Zone Challenge worksheet, DM Chris in Gym Owners United, linked below. Links Gym Owners United Book a Call 0:01 - Intro 1:57 - How to change 3:27 - Do you care enough? 11:01 - Comfort Zone Challenge 15:09 - Which gym owners succeed?

The Two-Brain Summit is back for its 10th year this June in Chicago, and it’s bigger than ever before! Get your tickets via the link below and make June 6-7 the most valuable weekend of your entire year. Headlining the owners side, bestselling author Mike Michalowicz will teach you how to stand out and attract the right customers to your gym. You’ll also hear from fitness business experts such as: - Matt Souza of “The Sevan Podcast” and “Souza’s Show” - Street Parking co-founders Miranda and Julian Alcaraz - Rick Mayo, founder of Alloy Personal Training (1992) And while you’re leveling up as a gym owner, your coaches will be honing their skills with some of the best in the industry, including: - HWPO’s Michele Letendre, CrossFit Games coach and former athlete - Power Monkey’s Dave Durante (gymnastics) and Chad Vaughn (weightlifting), both former elite athletes - Bill Parisi, fascia expert and founder of Parisi Speed School Tune in as Chris Cooper presents the full lineup and shares exactly what gym owners and coaches will be working on at the world's biggest gym business conference.  Then, use the link below to get your tickets before prices go up on Apr. 1. Links Two-Brain Summit Tickets Gym Owners United Book a Call 0:01 - Intro 2:16 - Saturday lineup: Owners 9:18 - Saturday lineup: Coaches 11:50 - Sunday lineup: Owners 18:30 - Sunday lineup: Coaches

For almost a decade, CrossFit affiliate owners followed a misguided mantra: "CrossFit is done in big groups only." In 2026, we know this is false. CrossFit is an incredible tool you can use to get clients fit, and you can deliver coaching one on one, in semi-private groups, in small groups and in big groups. The more individual attention a client receives, the higher the rate. That's critical: High-value services such as PT help CrossFit gyms dramatically increase average revenue per member (ARM). Back in the day, ARM scores of $100-$150 were common, and many gym owners struggled to make a profit. Now, with PT sales and group-plus-PT "hybrid packages," CrossFit gyms can push ARM north of $200. Chris Vasseur of Bionic CrossFit is the proof: His ARM is $400+ on the strength of PT sales.  The best part: Vasseur doesn't get slimy to sell PT. He just tells people exactly how to accomplish their goals. "Want to be able to link 20 double-unders? I can teach you. Let's book a one-on-one slot next week." It's that simple. Tune in as host Mike Warkentin gets all the details from a CrossFit affiliate owner who uses real talk and a desire to help to sell lots of PT. Links "Help First" by Chris Cooper Affinity Marketing: How to Get Clients Fast Gym Owners United Book a Call 0:01 - Intro 0:45 - Who needs more help? 5:29 - PT rates 7:56 - Selling PT 13:30 - New PT clients 16:31 - ARM boosters

What if every one of your clients paid $400 or more per month? You probably wouldn't need more clients, staff, equipment or space, right? In this episode of "Run a Profitable Gym," Two-Brain founder Chris Cooper shows exactly how 10 top gym owners have solved the "need more clients" problem by earning world-class revenue from existing clients. In short, they price coaching services correctly and deliver monster value with premium services such as personal training, small group personal training, semi-private training and nutrition/habits coaching.  These high-value members get results, so they stay longer and refer friends, creating a very profitable business model. Coop's got key details from our leaders, plus expert perspective to help you drive up average revenue per member in your gym.  Your first target: $205. If you hit that—use Coop's tips!—you can earn $100,000 per year with just 150 members. Links Gym Owners United Book a Call 0:01 - Intro 4:03 - Leaderboard reveal 6:18 - How they increased ARM 7:50 - Focusing on high-value clients 9:50 - Starting a gym with Two-Brain

 In this episode of "Run a Profitable Gym," fitness entrepreneur Daniel Purington reveals the system that produced these world-class stats at Woodslawn Fitness in Oregon: 170 members$350 average revenue per member36-month length of engagementDaniel serves his members in just 2,000 square feet of space and has capped membership: He accepts just four new members per month. To acquire the clients he needs to say at his cap, he doesn't run lead ads. Instead, he uses a clever Affinity Marketing tactic to "replicate" his existing clients: Daniel hosts "retention events" for current members and encourages them to bring their friends and family to the barbecue. Daniel and host Mike Warkentin dig deep into the affinity plan at Woodslawn to offer up tips to help you earn more hot leads and high-value clients without spending a dollar on ads. Listen, then plan your own retention-boosting event infused with a clever dose of marketing. Links Two-Brain Summit Gym Owners United Book a Call 0:01 - Intro 2:51 - Affinity marketing process 6:40 - “Seeding” Google reviews 8:56 - Tracking and annual events plan 19:30 - Dan’s ARM and LEG 23:55 - What to do first

When gym owners need more clients, most jump straight to ads, social media or complicated marketing campaigns. Another path will produce much better results faster. In this episode, Two-Brain founder Chris Cooper shares the zero-cost strategy he used to fill a new program at his gym in less than a week: affinity marketing. Instead of chasing cold leads, use affinity marketing to leverage your best clients' connections: their family, friends and coworkers. Chris explains how to organize your outreach with an Affinity Marketing Cheat Sheet, run goal reviews that naturally lead to referrals and follow up so conversations actually turn into clients. Chris' personal results: One text produced 16 clients. Don’t wait and hope members will refer their friends. Tune in and learn how to build a referral funnel that constantly produces hot leads and high-value clients. Download the Affinity Marketing Cheat Sheet and other free lead-generation resources via the link below. Links Affinity Marketing Cheat Sheet Gym Owners United Book a Call 0:01 - Intro 3:48 - The marketing bull’s-eye 6:37 - Affinity Marketing Cheat Sheet 8:49 - Goal review process 14:07 - Follow-up script

Many gym owners hire the wrong mentor for the wrong reasons. They pick the cheapest option or someone who “really cares.” But "cheap" doesn't mean "effective" and caring isn’t enough. You need results when you invest in mentorship. Today on “Run a Profitable Gym,” Chris Cooper walks you through the Mentor Match exercise, a step-by-step process for identifying exactly the right mentor for you. The exercise reveals which coaching styles have actually worked for you in the past: Some people respond to drill sergeants, while others need questioners or explainers. The key is finding the style that matches your personality. Chris also covers the three non-negotiables when choosing a mentor: They’ve done what you want to do, they’re objective (not just supportive), and the investment is uncomfortable enough to ensure you do the work. Every coach needs a coach. Use the Mentor Match exercise to find the right fit. Download the free Mentor Match worksheet in Gym Owners United, linked below. Links Gym Owners United Book a Call 1:45 - Mentor Match exercise 13:01 - Find the expert 16:17 - Non-negotiables 19:48 - Do your due diligence 20:51 - A reality check

You have access to endless knowledge and resources, but you can’t seem to put it all together and fix your gym. Why? In this episode of “Run a Profitable Gym,” Chris Cooper walks you through the mind of a mentor—showing you exactly how they diagnose problems, prioritize solutions and guide gym owners step by step. He reveals the three reasons gym owners need more money: - Expenses are too high. - Number of clients is too low. - Average revenue per member (ARM) is too low. Many gym owners say, “I need more leads,” but that’s rarely the real issue. Chris maps out the actual problem-solving process so you can identify your biggest priority. He explains how to get more clients, increase retention and earn more per member. You don’t need more knowledge to grow your gym; you need clarity and a step-by-step plan. Links Gym Owners United Book a Call 3:24 - Earn more per member 8:44 - More clients, longer retention 16:51 - Understand your lead funnel 24:43 - The four marketing funnels 33:18 - Make time to grow your gym

Don’t let potential members slip away! Get the free “1-Hour Marketing Audit for Gym Owners” here.  Joe Rouse ran Two-Brain's  “1-Hour Marketing Audit” on his gym and uncovered gaps in his funnels—even after 12 years in business. In this episode of “Run a Profitable Gym,” Mike Warkentin sits down with Joe, owner of Breakaway Fitness & Performance, to find out what he discovered using Chris Cooper’s free marketing audit guide. Joe thought his funnels were dialed in. The audit proved him mostly right: His lead follow-up, Google Business profile and website all earned top scores. But the audit also revealed a few critical gaps: His social media posting schedule wasn’t being followed consistently, and his sales process needed better documentation for staff handoff. In under an hour, Joe walked away with a clear action plan to improve his lead generation and sales—so no more potential members slip through the cracks. Even experienced gym owners find problems when they audit their marketing. Joe plans to use this guide quarterly to keep his funnels and his sales process running smoothly.  Get the free 26-page guide via the link below and fix your gym’s marketing funnel today! Links 1-Hour Marketing Audit for Gym Owners Gym Owners United Book a Call 2:12 - No. 1 audit discovery 5:08 - What he’s doing right 8:33 - Getting recommended by AI 12:48 - Post-audit action plan 15:40 - Sales process improvements