It doesn’t matter how good your sales are if you’re losing clients due to poor coaching. People just won't stay and pay if your product—coaching—is lacking.

As a gym owner, you sell results. Results help clients become healthier, and they increase retention—one of the most important metrics in your business. No million-dollar gym has poor retention.

In this episode of “Run a Profitable Gym,” host Mike Warkentin talks coaching with Oskar Johed, co-owner of CrossFit Medis and CrossFit Sickla in Sweden and a member of CrossFit's Level 1 Seminar Staff.

According to Oskar, good coaching starts with hiring: You’ve got to bring in the right people and have a system in place for onboarding them.

Then you must create Career Roadmaps for them; Oskar shares his gyms’ elite-level coaching progression, which you can use as a model.

Finally, regular evaluations are essential for developing strong coaches—you can even give instant feedback like Oskar does.

Tune in to hear all of Oskar’s expert tips—he provides actionable steps you can take today to improve the coaching in your gym.

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2:36 - When should a gym focus on coaching?

6:37 - First steps to improving your product

14:28- Ensuring performance & improvement

26:35 - Do credentials matter?

33:02 - Good numbers but coaching can improve

If you doubled your average revenue per member, how many clients would you need to pay yourself $100,000 per year?

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Kieran O’Dwyer, Two-Brain Business mentor and owner of two gyms in Australia.

Prior to joining Two-Brain, one of Kieran’s gyms grew quickly from 100 to 270 members, and his systems were totally overwhelmed: The gym couldn’t manage the clients and major retention problems appeared.

When Kieran found himself bleeding more members than he could replace, he sought out the support of an expert gym owner. His mentor, Peter Brasovan, helped him shift his focus to current members, improving their experiences through goal reviews, milestone rewards and better membership options.

By refining his business systems and focusing on high-value clients, Kieran is now earning more and paying his staff more. He also has better retention, increased average revenue per member and less stress—all with fewer clients.

That stack of wins freed up his time: He can now mentor other gym owners to target and retain high-value clients and generate more revenue.

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Free guide: “5 Ways to Make $100,000 Per Year From Your Gym”

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2:04 - More members but retention is suffering

6:02 - Stress, scrambling and sleeplessness

13:25 - Financial hit when scaling back?

21:14 - Did reducing client count help?

25:00 - Advice for gym owners who want to grow

How can you acquire and keep more gym clients?

Our top fitness entrepreneurs share their secrets.

This month’s Two-Brain leaderboard features coaching gyms with outstanding member counts—ranging from 341 to a whopping 941.

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper runs through the Top 10 gyms around the world for client headcount and then shares the owners’ tips with you.

A few themes: These gyms all have great retention, funnels, sales systems and general business systems that can be used by large, cohesive teams.

Another commonality: All these gym owners invested in mentorship and have seen a great return on that investment.

What’s the best plan if you’d like to push your client count above 300?

Start with 150 members and use a mentor to help you create airtight systems to manage them. Then scale up slowly with a stable foundation under you.

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1:25 - The May 2024 leaderboard

3:52 - Using the 150 Model

5:06 - Common themes

7:31 - Focus and operating at scale

11:39 - Building systems with mentorship

What are the rewards if you create an outstanding client journey at your gym?

Better retention, greater lifetime value, lower marketing costs, higher profit and vastly improved results for clients.

On today’s episode of “Run a Profitable Gym,” host Mike Warkentin chats with Peter Brasovan, former owner of Myriad Health + Fitness. Now a Two-Brain mentor trainer, Peter explains exactly how to build a strong client journey.

Key highlights include using the Prescriptive Model, No Sweat Intros and goal review sessions.

A critical mistake gym owners make? Not getting every single client on the same journey. You’ve got to give A+ service every time.

That’s harder to do as your gym grows, so Peter tells you how to find the right client success manager (CSM) and ensure you get a return on your investment in this key staff member.

Tune in to get the 411 on a 10-out-of-10 client journey—then take two tips from Peter to start improving your client journey today.

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The Prescriptive Model

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0:58 - The client journey

9:07 - Find the client's goal

18:42 - Action is greater than perfection

24:31 - The client success manager

30:01 - Common issues for gym owners

The longer members stay at your gym, the better your chances of changing their lives.

So how do you get clients to stick around?

In this episode of “Run a Profitable Gym,” host Mike Warkentin and Two-Brain CEO Chris Cooper discuss key tactics for improving retention.

They also reveal the frivolous things that don’t actually make a difference.

The foundation for improving length of engagement is simple: Every client needs to have a clear goal, a plan and accountability.

These essential elements are built into the Prescriptive Model, which includes an initial free consultation and regularly scheduled goal review sessions every 90 days.

When clients see the progress they’re making toward their goals, they’re likely to refer friends and family—and when their friends or family members join the gym, they’re more likely to stick around even longer.

As your business grows, retention must be scaled up along with everything else. If you don’t personally notice when someone hasn’t shown up in three days, it’s time to invest in a client success manager (CSM) who can help you reach out to absent members and get them back in the gym.

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The Prescriptive Model

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1:42 - What keeps clients longer?

4:43 - Motivate your clients

11:00 - Taking steps to success

12:24 - Delegate and outsource retention

29:46 - Your coaches and retention

Picture this: You’re in a sales consultation at your gym. You’ve communicated how your service will help the prospect meet their goals, and they’ve affirmed their interest. You’re so close to getting the sale, and then they hit you with “I need to think about it.”

Sound familiar?

In this episode of “Run a Profitable Gym,” host John Franklin sits down with Matt Temby, owner of Vault Health and Fitness and head of sales at Two-Brain Business, who shares proven tactics for getting to “yes.”

There are five objections that typically come up somewhere during the sales process: think about it, partner, money, fear and logistics. The first two are smokescreens that hide the true objection.

John and Matt role-play through each of these objections, giving examples of exactly what to say to address the concern and close the sale.

The key is to get a decision before the prospect leaves. If you do that, you’ll help more people change their lives with fitness.

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Check out Chris Cooper’s book “Help First,” which inspired Matt’s sales journey

Matt Temby on front-end sales

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1:38 - What to know before the pitch

7:56 - High-tier pitching

19:03 - The spousal objection

26:27 - Digging out of the hole

38:00 - Push because you care

Do you ever wish you had a script that would tell you what to say to members and prospective clients?

Today on “Run a Profitable Gym,” host Mike Warkentin and Two-Brain founder Chris Cooper discuss several common scenarios gym owners face, and Coop tells you exactly what to say in each one.

How do you say “no” to discounts? How do you start more conversations and get more leads? How do you sell more PT?

He also shares exactly what to say to get genuine testimonials and generate more referrals.

This episode even includes exclusive bonus scripts from Two-Brain’s private group for gym owners: how to talk to a client who smells bad and what to say when a client wants to put a membership on hold.

Tune in to hear each of these scripts word for word, then use them in the real world to build your business!

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1:13 - "Do you offer discounts?"

7:02 - Getting new clients into the gym

13:40 - The client’s kid’s sports team

20:45 - Marketing assets from clients

24:23 - Getting access to peer groups

If you multiplied your client count by an average revenue per member (ARM) of $500, what would the number be?

What would that number do for your gym and your family?

Today on “Run a Profitable Gym,” host Mike Warkentin talks with a fitness entrepreneur whose ARM is well over $500: George-Anthony Dulal-Whiteway of Brainstorm Fitness in San Diego, California.

George-Anthony shares actionable strategies—both big and small—you can use to start boosting your ARM today.

After starting mentorship with Two-Brain, George-Anthony dialed his focus down to personal and semiprivate training, and he started using group classes as a highly effective dropdown sell.

In goal review sessions, George-Anthony ensures clients are seeing results, and he offers them add-ons, such as a personal training session, to get them to their goals faster. He also uses these goal review meetings to ask for referrals—the primary way he gets new clients.

His main piece of advice? Offer clients something extra, whether it’s supplements, T-shirts, a kids program or something else. If you solve problems for clients and add value, you’ll drive up your ARM.

This episode is packed with tactics for raising your ARM. Tune in to hear them all, and then take action in your gym today.

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2:30 - Goal review sessions

7:47- George-Anthony's gym and business model

11:23 - Group and PT to increase your ARM

18:09 - Keeping long-term clients

24:14 - Simple steps to increase your ARM