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

Many gyms are “racing to the bottom” with lower and lower prices that destroy their value.

This happens because of commoditization: When clients can’t differentiate between options, they choose the cheapest one, so many gym owners feel pressure to compete on price.

But this approach shrinks the profit margin until the gym is forced to go out of business.

In this episode of “Run a Profitable Gym,” host Mike Warkentin discusses how to battle commoditization with Chris Cooper, Two-Brain founder and CEO.

Chris shares how gym owners can use the Prescriptive Model with constant refinements to build more value for clients. He also supplies listeners with a strategy for finding out exactly what their clients value—and it’s usually not what you think.

You don’t have to compete on price if you aren’t trying to be the cheapest gym in town. Instead, “be a five-star steakhouse” and charge rates that reflect your value.

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The Prescriptive Model

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0:30 - Racing to the bottom

3:13 - First-to-market challenges

10:10 - Value and the client’s perception

17:30 - Establish value and retain value

26:59 - Client focus

This month’s Two-Brain leaderboard tracked average revenue per member per month (ARM), with the Top 10 running from $508 to $1,203 USD.

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with ARM leader Yoni Levitan, owner of 3 Seasons Personal Training in Toronto, Canada, to learn the secrets behind his massive ARM.

First of all, Yoni’s gym focuses exclusively on high-value services, such as personal and semi-private training.

But the real key to Yoni’s success is an overwhelming commitment to clients. He invests greatly in professional development and is dedicated to getting his clients results. In fact, he is unwilling to offer things that don't deliver results—like once-a-week training.

He also focuses on small details that combine to create an elite level of service: showing up on time every time, not changing client’s schedules and having clean bathrooms.

Because of his high standards of excellence, Yoni spends $0 on marketing, getting nearly all his clients through referrals and glowing Google reviews.

Tune in to hear all Yoni’s tips so you can take steps today to increase your gym’s ARM.

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1:55 - Yoni’s ARM history

11:17 - Setting your rates

20:07 - Yoni’s Two-Brain experience

26:31 - Referrals are king

35:16 - Simple things that drive up ARM

Every month, we pull data from a thousand Two-Brain gyms around the world, and we look for the top performers in each category. Then we interview them and share their secrets with you.

This month’s leaderboard tracked average revenue per member (ARM)—how much clients pay for a gym’s services each month.

In this episode of “Run a Profitable Gym,” Chris Cooper presents the Top 10 ARM leaderboard, ranging from $508 to $1,203 USD.

The Top 10 gym owners’ tips focused on one common theme: creating value.

How do you do this? By solving clients’ problems and adding speed to the solution. Quick solutions are worth a lot to the right clients.

Simply put, the top gym owners earn more per member every month because they consistently create more and more value for their clients.

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Gym Owners United

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1:19 - April 2024 ARM leaderboard

5:08 - Why do people want to pay you

08:12 - High-value service for high-value clients

10:24- Building value with education

11:58 - Keeping consistent clients

Ben Bergeron gets vulnerable about his journey to becoming a better leader in this episode of “Run a Profitable Gym,” recorded live at the Two-Brain Summit in Chicago on June 9.

Ben, a legendary coach and gym owner, discusses the three pillars of team health—culture, vision and accountability—and explains how they were lacking in his gym, CrossFit New England.

Once Ben recognized the problems, he sat his team members down and made changes to reshape his business to give him what he was looking for: peace of mind.

Ben says culture starts with the hiring process: Emphasize your values and let the candidates who don’t share them weed themselves out.

Next, build a shared vision with your leadership team by asking, “What are we trying to create?” Once culture and vision are dialed in, decisions become much easier.

The final pillar is accountability: You must hold people to your standards of excellence.

Ben shares detailed strategies and tactics for building each of these pillars in your gym. Tune in to hear them all, and get your tickets to the 2025 Two-Brain Summit below!

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2025 Two-Brain Summit

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1:00 - Ben's turning point

6:36 - Finding CrossFit

11:31 - "It's a facade"

16:11 - The Picnic Table Talk

20:02 - Culture

30:47 - Vision

38:01 - Accountability

The theme of the 2024 Two-Brain Summit was virtuosity: doing the common uncommonly well.

In this episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper provides a broad recap of this year’s summit, which took place June 8-9 in Chicago.

Over 1,000 gym owners and coaches were in attendance to hear from presenters such as Jason Khalipa, Jonathan Goodman, Carrie Wilkerson, Bill Parisi, Brian "Tosh" Chontosh and Ben Bergeron.

On the owners side, speakers explained how to pursue virtuosity as a gym owner in all areas of your business, from leadership to client retention.

Two-Brain mentors Kieran O’Dwyer and Nick Habich discussed strategies for improving marketing and sales, and Tinker mentor Joleen Bingham offered practical tips for creating a world-class experience.

On the coaches stage, speakers focused on building careers in the training field, and topics ranged from developing career roadmaps to creating semi-private and 50-plus programs.

Tune in to hear Coop’s full Summit debrief—and get your tickets to the 2025 Two-Brain Summit via the link below.

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2025 Two-Brain Summit

Brian Bott on the Four Personalities

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2:43 - The owners stage

14:16 - Franklin and Cooper on virtuosity

31:59 - The coaches stage

39:02 - Programming for semi-private training

43:25 - From ordinary to extraordinary

Raising rates can be scary—but you won’t bleed members if you follow the right plan.

In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Tim Rainer, owner of Fit One Five in Franklin, Tennessee, to discuss the ins and outs of raising rates at a gym.

Tim tried raising rates on his own three times, but none of the increases had a noticeable impact on his business. The he brought in an expert to get it right.

With the help of a Two-Brain mentor, Tim was able to adjust his business model, modify his offerings and increase value to justify a significant rate increase that allowed him to serve his clients better, pay his coaches more and build a sustainable business.

Tim provides all the details of his rate increases, including exact numbers and client reactions. He's also got advice for gym owners who are struggling to figure out how to ensure the long-term success of their businesses.

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“The Simple Six” by Chris Cooper

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1:06 - The very first rate increase

7:18 - The most recent rate increase

16:25 - Will you lose clients?

18:46 - Communicating

23:48 - Is a mentor essential?

Every gym owner must raise prices at some point—and it can be nerve wracking.

Today on “Run a Profitable Gym,” you’ll learn exactly how to implement a rate increase, step by step, without generating a flood of cancellations.

In this episode, Mike Warkentin chats with longtime Two-Brain mentor and former gym owner Greg Strauch, who shares Two-Brain’s battle-tested plan.

Greg has helped 81 fitness entrepreneurs increase rates and stabilize their businesses so they generate profit and allow the owner to earn a good wage.

This episode lays out everything you need to know to implement a rate increase—but doing it on your own can be disastrous.

For example, you’re going to be tempted to write a long, defensive, apologetic email to your clients when you announce the increase. That’s a mistake—but it’s very hard to resist without an expert in your corner.

When you boost prices, nothing can replace the assistance of an experienced mentor who will guide you, support you and tell you, “Do this exactly like this right now.”

Key points:

1. Every single person Greg has worked with has raised rates successfully, so why would you be any different?

2. In most cases, a rate increase alone more than pays for the cost of mentorship, so getting help is a great investment in your business and your family.

Links

Chris Cooper: "Denying Discounts: A Short Guide for Gym Owners"

“How to Say 'No' to Discounts"

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1:59 - Why are rate increases inevitable?

11:16 - Essential elements of a rate increase

32:23 - Client success stories

40:06 - Get a mentor