We currently have 868 gyms in Two-Brain Business, my mentorship practice for gym owners.
We’re going to cap it at 1000.
I’m Chris Cooper, and this is BusinessIsGood.
Today, I’m going to tell you why we’re capping membership in my mentorship program, TBB.
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Here’s why:
It’s best for our clients.
We know that the clients who get the best results from Two-Brain keep it simple: they trust the process, they follow their mentor’s direction, and they don’t get sidetracked by second-guessing or other options.
These traits are harder to instil in new clients. But if a new client joins a group that’s totally bought in, positive and making progress, they’re more likely to do the same. They learn the skills by watching others.
The best thing we can do for our new clients is to put them in a high-trust, high-affinity environment of other people who are excited and focused.
Adding a cap will mean they are more likely to encounter those people.
Right now, we have the best ‘churn’ rate in any business coaching program I’ve ever found. But still–even ONE nonbeliever, doubter, or cynic in our program affects ten others.
Clients can pull one another up, or pull one another sideways.
It’s clear: the faster a client can build momentum, the larger their result will be over time. Removing overwhelm, distractions and imperfect fits will help them build momentum faster.
We don’t want to ‘compete’ for every client anymore.
While we have more experience, data, proof, clients, and success in every metric than other business coaches in the gym industry, it’s still tempting to watch what the others are doing, or try to talk gym owners out of joining their program.
This promotes a scarcity mindset, and worse: it means we “play down” to everyone else’s level. We find ourselves building stuff that gym owners don’t need just because the “other guys” have it.
The truth is that not every gym owner is ready for mentorship with Two-Brain yet.
With a cap, we’ll stop chasing ‘bad fits’ or feeling like we’re losing when a gym owner signs up with someone else.
We’ll always ascend the best clients to Two-Brain, even if they start elsewhere.
Over the last decade, I’ve worked with many clients who have had another business coach or mentor. Some were happy with the other program, but had simply outgrown it. Others were skeptical of all business coaching because they’d had a bad experience.
But either way, the best fits always find their way to Two-Brain, even if they start somewhere else. “Best finds best” isn’t a slogan – it’s our business plan.
We want to focus on getting the big results FASTER.
Two-Brain could continue onboarding 35-40 gyms per month indefinitely.
Instead, I want to focus on getting Two-Brain gym owners to earning 100k NOB–and then to 1M net worth–FASTER.
We’ve proven we can do it. Every month, a couple of dozen of our clients reach 100k NOB for the first time. And, on average, two of them become millionaires.
For the last five years, we’ve been focused on building everything they needed to get there. We’ve been tracking and publishing how the best gyms do it across the Simple Six metrics.
Now that we’ve done it with hundreds of gyms, we can ask “How do the FASTEST gyms do it?”
We know what’s possible. Now we’ll do it for time.
We want to actually change the industry.
We’ve seen, from our data, that a thousand well-run gyms can actually have greater impact than 2000 pretty good ones.
The best gyms create full-time jobs for trainers, keep clients engaged far longer, pay the owners dramatically better, and have the systems to last 30 years.
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