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Good coaching is necessary but insufficient for a world-class fitness business.
In this episode of “Run a Profitable Gym,” Chris Cooper breaks down why a gym owner must first focus on building a strong foundation for their business before working to improve their coaching.
In the early stages, most gym owners are good coaches but weak entrepreneurs, so they must upgrade their business skills first. Once strong business systems are in place, gym owners can pivot to service delivery as the next big opportunity for growth.
Chris shares six key client outcomes that define great coaching and explains why earning more certifications isn’t always the best way to achieve these results.
He also introduces the “Strength Coach Collective” podcast and free public group, designed to help coaches bridge the gap between advances in training science and real-world application.
Use the links below to check out the “Strength Coach Collective” YouTube channel and join the collective’s free group to connect with other coaches, share insights and help your team grow. Invite your coaches to join, too!
For more support on the business side, join Gym Owners United, also linked below.
Links
Strength Coach Collective Podcast
Strength Coach Collective Group
Gym Owners United
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02:18 - How important is coaching?
04:17 - When to elevate coaching
05:33 - Getting clients results
10:39 - The gap between science and coaching
12:05 - Strength Coach Collective -
Raising rates at a gym can be scary, but it doesn’t have to be—if you have help from a business expert. When done correctly, a rate increase can strengthen your business and allow you to provide greater value to your members.
In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Chris Lomen, owner of Ripple Effect Community Fitness, who raised his rates by 15 percent and didn’t lose a single member.
Chris shares exactly how he planned and communicated the price change, why annual increases are a smart business move, and how he overcame his fear of upsetting clients.
He and Mike also discuss common pricing mistakes, how to phase out discounts and why keeping rates too low actually hurts both gym owners and members.
If you’re hesitant about increasing your prices, tune in to hear this gym owner’s top tips, then get a mentor's help to plan a rate increase that will improve your P&L statement so you can serve members better.
To learn more, check out our episode with Greg Strauch, a Two-Brain mentor who has helped nearly 100 gym owners implement successful rate increases, linked below.
Links
Greg Strauch Episode
Gym Owners United
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01:45 - Real rate increase numbers
08:24 - Planning the rate increase
13:38 - How members responded
17:11 - Why remove discounts?
19:52 - No. 1 tip for gym owners -
Saknas det avsnitt?
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Most gym owners don’t make enough money—not because they need more clients but because their rates are too low.
In this episode of “Run a Profitable Gym,” Chris Cooper explains how to set your prices the right way so your gym becomes profitable and pays you what you deserve.
Too many gym owners copy their competitors’ pricing or assume their clients can’t afford to pay more. Chris walks you through a better approach, starting with using the Rule of 50 to determine your minimum membership price.
He explains how to set a target for average revenue per member (ARM) and why constantly chasing more clients won’t increase your gym’s profitability if your rates are too low. Using a profit-and-loss statement (P&L), he shows you exactly how to calculate rates that cover your gym’s expenses with 50 members so you can build a strong, profitable business.
To download Chris’ sample P&L, join Gym Owners United.
And find out what other gyms are charging in our “State of the Industry” guide, linked below.
Links
"State of the Industry" Guide
Gym Owners United
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03:35 - Find your break-even point
08:17 - Average revenue per member (ARM)
14:12 - Do you need more clients?
18:00 - Increase ARM without raising rates
20:29 - Recap: How to set rates -
When a nearby gym shuts down, its members risk losing their momentum—but you can step in to offer them a welcoming community where they can continue their fitness journeys.
That’s just what Matt Michaud, owner of EverProven, did when two gyms in his area closed their doors.
This influx of new members helped his gym earn a spot on all three of our sales leaderboards: set, show and close rates. In one month, Matt's gym closed a whopping 22 sales in 28 appointments.
The key is that Matt led with a Help First mindset: He and his staff focused on helping displaced members keep their fitness on track, without being pushy or “salesy.”
In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Matt, who details the exact steps he took to ensure a seamless transition, from initial communication with the previous gyms’ owners to adjusting his systems to handle rapid growth.
You never know when a gym near you might be forced to close, so tune in to ensure you’re ready to help.
Links
“Help First” by Chris Cooper
Gym Owners United
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01:08 - Helping displaced gym members
08:12 - Mechanics of outreach
14:15 - Prescriptive Model with groups
20:46 - Avoiding staff overwhelm
23:51 - Long-term lead nurture -
In this episode of “Run a Profitable Gym,” Chris Cooper reveals the monthly leaderboards for set, show and close rates in top gyms around the world.
These gyms aren’t just getting a ton of leads—they’re following through by booking appointments, getting people to show up and closing sales.
Chris shares the exact strategies these top performers are using, from lead-nurture systems to high-converting sales processes.
He also highlights four owners whose gyms landed on all three leaderboards. You’ll hear from one of them, Matt Michaud, in our next episode, airing Feb. 27.
Tune in to learn how some of the best gyms in the industry are dominating sales and marketing, then take action to improve your sales funnel.
Links
Gym Owners United
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00:51 - Key marketing metrics
03:44 - Leaderboard breakdown
07:36 - Gyms on all three leaderboards
11:37 - Tips from the leaders
18:54 - Where to learn more -
If your leads are “bad” but you aren’t publishing solid organic content regularly, you're missing a key part of your marketing plan.
Why should complete strangers give you the time of day? They don’t know you, like you or trust you.
The solution: Use organic content to build trust before your conversation starts. Leads who have already seen your face, your business and your happy clients will be much more inclined to respond when you reach out and offer help. And when they need help, they’ll come to you first.
In this episode of "Run a Profitable Gym," gym owner and marketing expert Kieran O’Dwyer joins host Mike Warkentin to present a simple but incredibly effective four-post content cycle fitness entrepreneurs can use over and over to warm leads fast.
If you follow Kieran’s detailed instructions, you’ll build trust, earn better leads and dramatically improve conversion rates in the sales office.Links
"The Golden Hour" by Chris Cooper
Gym Owners United
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0:43 - Are there bad leads?5:32 - Great organic marketing
7:54 - Social-media content plan
19:29 - Content production and AI
24:08 - Next-level content
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Want to get 30 new leads for your gym in 30 days without spending a dime on ads?
Today on “Run a Profitable Gym,” Chris Cooper walks you through 10 proven no-ad tactics for generating more leads—including selling by chat, making "5130 posts," actively generating client referrals and creating lead magnets.
Chris breaks down each tactic step by step, showing you how to use them to start more conversations, generate interest and bring in clients organically.
You might decide to try all 10 or go all-in on just one. The key is to take action, track your results and repeat what works.
If you’re a gym owner who’s tired of chasing after leads and coming up empty, tune in now and grab your free guide in Gym Owners United, using the link below.
Links
Gym Owners United
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01:13 - Sell by chat & 5130
04:08 - Generate referrals
09:38 - Old leads & former members
12:44 - Happy clients & lead magnets
15:33 - Host a seminar or event -
Growing a gym from $800 to $25,000 per month doesn’t happen by accident.
Gym owner Ian Smith achieved this revenue increase by working with a Two-Brain mentor to refine key entrepreneurial skills.
In this episode of “Run a Profitable Gym,” Ian breaks down the five skills that fueled his gym’s growth: objective reflection, focus, tact, forward thinking and an abundance mindset.
Objective reflection has allowed him to make data-driven decisions instead of emotional ones, and focus has helped him eliminate distractions and dial in on the work that moves his business forward.
Practicing tact has empowered him to better handle tough conversations, and he’s used forward thinking to plan for long-term growth.
Finally, by adopting an abundance mindset, he’s become more confident in his gym’s ability to provide value to clients—and ensure they see that value.
Tune in to learn how to apply these skills and grow your gym.
Links
“The Golden Hour”
Gym Owners United
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02:25 - Objective reflection
05:05 - Improving focus
09:10 - Tact and de-escalation
13:02 - Forward thinking
17:34 - Abundance mindset -
Here’s a hard truth: You might be the main reason your gym isn't more successful.
Today on “Run a Profitable Gym,” Chris Cooper shares five essential entrepreneurial skills that will help gym owners break through self-imposed limits:
- Focus
- Objective reflection
- Tactful action
- Forward thinking
- Cultivating an abundance mindset
He also explains why knowledge alone isn’t enough and provides practical tips for honing these skills and applying them to your business.
You’ll learn how to better handle tough conversations, make proactive decisions and develop a mindset that fosters long-term success.
Tune in to learn how to master these skills and remove the ceiling on your gym's growth.
Links
Gym Owners United
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03:23 - Focus and do the work
6:52 - Objective reflection
10:05 - Tact and de-escalation
14:12 - Forward thinking and problem solving
16:18 - An abundance mindset -
As a gym owner, you understand the value of coaching. In fitness and business, the right coach will accelerate your success.
In this episode of “Run a Profitable Gym,” Chris Cooper leads you through a simple exercise for finding the best business mentor for you.
You’ll be prompted to reflect on wins throughout your life and identify coaching styles that helped you achieve them.
Chris also explains some of the most common mistakes gym owners make when choosing a business coach and shares tips for ensuring you find someone who can actually deliver the results you need.
By the end of the episode, you’ll know what to look for in your ideal mentor.
Use the link below to download your Mentor Match Worksheet.
Links
Mentor Match Worksheet
Gym Owners United
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02:33 - Reflect on your wins
04:27 - Who were your coaches?
06:32 - Identify leadership styles
07:56 - Look for common themes
11:14 - Find the right mentor -
Today on “Run a Profitable Gym,” Two-Brain Business founder Chris Cooper breaks down the four types of business mentorship available to gym owners and explains why one-on-one mentorship delivers the best results.
He also dives into the pros and cons of masterminds, group coaching and roundtables, revealing what works—and what doesn’t—for gym owners at different stages of growth.
Two-Brain Business delivers one-on-one mentorship: Your mentor will help you set goals and develop a plan to accomplish them, and you'll receive all the accountability and assistance you need to take action. A mentor will help you score quick wins, learn to focus, grow your gym and improve your lifestyle.
When Two-Brain mentees reach $100,000 in annual earnings, they gain access to a mastermind group full of high-level mentors and elite gym owners who provide peer support, networking, brainstorming and experienced-based advice. This group meets four times a year in person, and outside subject-matter experts are brought in to provide coaching on specific aspects of entrepreneurialism.
Tune in if you’re ready to make faster progress, avoid costly mistakes and use your gym to build the life you’ve always wanted!
Links
Gym Owners United
Book a Call
00:43 - Mentorship and coaching
04:51 - 1-on-1 mentorship at Two-Brain
7:40 - Masterminds: pros and cons
12:13 - Group coaching: pros and cons
16:26 - Roundtables: pros and cons
20:17 - Choosing the right model -
Hari Singh, owner of CrossFit NYC, has found a unique way to add value for his members and grow his revenue: Hyrox training.
In this episode of “Run a Profitable Gym,” Mike Warkentin sits down with Hari as he shares how he successfully implemented Hyrox training at one of the world’s oldest CrossFit affiliates—earning himself a spot on Two-Brain's Top 10 leaderboard for revenue.
Hari explains how this additional revenue stream has differentiated his gym from the competition, filled dead hours and created more opportunities for client retention.
He also dives into the logistics: how to set up the program, determine pricing and market it to members and non-members.
If you’re looking for creative ways to maximize revenue, tune in to hear tips from a 20-year gym owner.
Links
Gym Owners United
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00:50 - Create, develop & market
08:25 - CrossFit NYC's space
11:47 - CrossFit NYC program details
20:07 - Retention play for general members
25:02 - On-ramp at CrossFit NYC -
What separates gyms that are generating more than $68,000 every month from the rest?
In this episode of “Run a Profitable Gym,” Chris Cooper presents the Top 10 leaderboard for monthly revenue and lays out the exact strategies these gym owners are using to create long-term, sustainable growth.
Some of their tactics include:
- Creating value for clients by consistently over-delivering on services.
- Adjusting offerings to maximize revenue per square foot.
- Focusing on high-ticket services such as personal training, small-group training and on-ramp.
- Working with a mentor to build systems that produce steady, predictable growth.
Listen to hear all the insights from these top performers and then take action to boost your gym’s revenue.
Links
Gym Owners United
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02:00 - Two-Brain high scores
05:37 - What are the leaders doing?
09:20 - Gym owner quotes
19:15 - Hyrox as a revenue stream
21:00 - Final thoughts from Chris -
In 2022, Indiana gym owner Vel Bates attended the Two-Brain Summit and left with a new mindset that transformed his business.
In this episode of “Run a Profitable Gym,” Vel shares how the welcoming community and actionable advice shared at the event helped him take the leap into mentorship.
He details the changes he’s made with the help of his mentor, Peter Brasovan, such as cleaning up systems and building marketing funnels, and how the adjustments have improved his confidence and his revenue.
Vel has since made the Top 10 leaderboard for marketing and sales metrics, a testament to his growth as a gym owner.
If you’re a gym owner who wants to make positive changes in your business, come to the 2025 Two-Brain Summit. Tickets are $300 off through Jan. 31. Get them via the link below.
Links
Two-Brain Summit Tickets
Gym Owners United
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01:18 - Not a client? Why attend?
02:54 - Why sign up for mentorship?
05:45 - What mentorship did for Vel’s business
09:21 - Mentors hold you accountable
11:39 - No. 1 reason to go -
The 2025 Two-Brain Summit will inspire and equip fitness professionals to make a difference in their clients’ lives—in other words, to Help Best.
In this episode of “Run a Profitable Gym,” Chris Cooper provides a sneak peek into this year’s summit for gym owners and coaches, happening June 7-8 in Chicago.
He walks through the action-packed itinerary, starting with morning workouts featuring Rogue equipment and coaching from Jason Khalipa and other top pros. Coop also runs through the workshops that will happen in two rooms—one for owners and another specifically for fitness coaches.
Special guests will include Joey Coleman, bestselling author of “Never Lose a Customer Again,” and Jonathan Goodman, owner of the Personal Trainer Development Center and author of the newly released book “The Obvious Choice.” Also taking the stage are Mayhem Nation and Bill Parisi of Parisi Speed School, as well as several of Two-Brain’s elite mentors.
On the coaches side, Khalipa and the NCFIT crew have 2.5 hours to get trainers moving in a hands-on, high-energy coaching workshop.
Tune in to hear the full schedule. Then use the link below to get your tickets before prices go up on Feb. 1.
Links
Two-Brain Summit Tickets
Gym Owners United
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0:59 - This year’s theme
2:56 - What to expect
6:24 - Owners: speakers & workshops
18:36 - Coaches: speakers & workshops
25:31 - Why bring your coaches? -
Today on “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper shares his top book recommendations for gym owners in 2025. He unpacks the lessons he learned from these titles and how he applied them to grow his gym and his other businesses.
Remember, it’s not how many books you read that matters; what matters is that you put what you learn into action.
Ready to learn and take action to grow your gym? Check out Chris’ suggested reading list below:
- “The Mountain Is You” by Brianna Wiest
- “The Courage to Be Disliked” by Fumitake Koga and Ichiro Kishimi
- “High Road Leadership” by John C. Maxwell
- “Tribalnomics” by Justin Garcia
- “Be the Unicorn” by William Vanderbloemen
- “10x Is Easier Than 2x” by Dan Sullivan and Dr. Benjamin Hardy
- “The Obvious Choice” by Jonathan Goodman
- “The Road Less Stupid” by Keith J. Cunningham
- “The Golden Hour” by Chris Cooper
Links
Gym Owners United
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01:24 - Books 1 and 2
05:53 - Books 3 and 4
11:24 - Books 5 and 6
14:16 - Books 7 and 8
19:05 - “The Golden Hour” by Chris Cooper -
Jonathan Goodman, author of “The Obvious Choice,” knows what it takes to keep clients around—and it’s not long-term contracts.
Today on “Run a Profitable Gym,” Two-Brain CEO Chris Cooper talks with Jonathan about why trust is more valuable than credentials and how creating meaningful connections with clients leads to sustainable success.
Jonathan shares how to transform short-term programs into lasting commitments through quick wins, thoughtful storytelling and genuine connection.
He also explains why gym owners should focus on delivering real-world results instead of chasing social media fame, and he reveals why great coaching will always outshine AI and automated solutions.
This episode is packed with practical advice to help gym owners grow their businesses while delivering life-changing results. Tune in to hear Jonathan’s actionable insights for making your gym “The Obvious Choice.”
Links
"The Obvious Choice"
Gym Owners United
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01:21 - Why write "The Obvious Choice"?
05:54 - Understand the games out there
18:24 - A better way to operate
21:50 - Getting new clients hooked
31:16 - Teaching with storytelling -
The Intramural Open is a key retention tactic at Brian Foley’s gym, Activate in Ireland.
In this episode of “Run a Profitable Gym,” Brian shares how the event makes his clients three times more likely to stay another year, driving significant indirect revenue.
The Open also directly boosts his gym’s revenue in late winter through pre-competition skill work and retail sales.
Brian breaks down strategies for creating an unforgettable event that builds community without burning out your staff—such as celebrating members throughout the Intramural Open and delegating responsibilities among coaches and team captains.
His top tips for a successful Intramural Open? Make it fun and inclusive and follow the steps in Chris Cooper’s 2025 Intramural Open guide.
The guide lays out exactly how to run the event, generate revenue and improve retention. New for 2025: Coop's even programmed workouts so you can plan way ahead.
Get your free copy via the link below.
Links
Intramural Open Guide
Gym Owners United
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02:03 - The Intramural Open and revenue
07:24 - Goal-setting sessions
09:24 - Leaving an impression
15:02 - Avoiding stress
17:18 - Top tips for a successful Intramural Open -
What if one event could help you build community, retain clients and boost your gym’s revenue?
In this episode of “Run a Profitable Gym,” Chris Cooper explains how to make the 2025 Intramural Open a profitable and meaningful event your members will never forget.
From choosing team captains to creating teams to scoring , Chris outlines exactly how to turn the Intramural Open into a win for everyone.
He also explains how the event can become a huge revenue generator through entry fees, prep courses and merchandise sales. Even better, he lays out a plan to put clients on podiums so they're fired up to train with you for another 12 months.
If you’re ready to celebrate your clients and grow your gym in 2025, this episode is for you!
Links
Intramural Open Guide
Gym Owners United
Book a Call
00:27 - Where the intramural idea comes from
05:21 - The 2025 Intramural Open guide
13:30 - Set-up activities
17:21 - The workouts
27:41 - Plan to share the load -
The ownership group of The Tribe tripled owner earnings—and the quartet did it without frantically dumping new members into the business.
In this episode, host Mike Warkentin sits down with Andi and Ed Conway—who co-own The Tribe along with Nick and Chelsea Vera—to learn how they increased revenue and profit while consistently serving about 160 members.
The Conways share how their Two-Brain mentor, Storm Strout, guided them to increase their average revenue per member (ARM) by eliminating discounts, raising rates and introducing an on-ramp program.
Other secrets to their growth: focusing on coach development and defining ownership roles and responsibilities.
And The Tribe isn’t done growing: Its owners plan to boost revenue even further in 2025 by focusing on personal training and high-value clients.
Tune in to hear practical tips for increasing your gym’s profit without adding more members.
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Gym Owners United
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01:06 - What changed over the past 3 years
03:51 - Getting through the fears
8:50 - Events throughout the year
16:11 - 2025 net owner benefit goal
20:26 - Multiperson gym ownership - Visa fler
