Shows
Run a Profitable GymSaving CrossFit: Coop Answers Your QuestionsLast week, Chris Cooper published a blog titled “How to Save CrossFit,” and the response was massive—affiliate owners, coaches and industry leaders reached out with questions and concerns.Today, in this special episode of “Run a Profitable Gym,” Chris answers their questions.Coop addresses why he deaffiliated from CrossFit and why the method must evolve, then he digs into a question many have asked him: Would he ever buy CrossFit LLC? Chris also defines what real change would look like in a complete overhaul, including how to rebuild CrossFit Media, redefine the purpose of...2025-03-2023 minRun a Profitable GymTop Books for Gym Owners: Chris Cooper's Complete ListToday 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...2025-01-1622 minRun a Profitable GymReflect, Plan and Win: Chris Cooper's Year-End Message to Gym OwnersEvery gym owner can learn valuable lessons from 2024. The key is using them to grow in 2025.In this episode of “Run a Profitable Gym,” Chris Cooper guides gym owners through a year-end exercise to analyze their wins and losses and lay the foundation for success in the future.He explains how to review metrics, identify bright spots and turn lessons into actions that will measurably improve businesses.Want to make 2025 your best year yet? Listen to learn how reflection, clarity and planning can help you grow your gym.Coop's "Wins and Less...2024-12-3021 minRun a Profitable GymWant a Thriving Gym in 2025? Here's the Exact Plan to FollowChris Cooper has a gift for gym owners who want to crush it in 2025: a complete, step-by-step annual plan.In this episode of “Run a Profitable Gym,” Chris breaks down the exact strategies you can use to grow your gym next year. From kickstarting the year with a habits challenge to boosting retention with client goal reviews, he explains how a clear plan can help you stay consistent and avoid overwhelm.You’ll also learn about building effective marketing funnels, performing coach evaluations and using community events to generate leads. Plus, Chris shares how Two-Brain mentor...2024-12-0934 minRun a Profitable Gym"We Don't Have Discounts": How to Keep Your Profit on Black FridaySlashing prices for Black Friday is a mistake if you sell coaching. Discounts attract the wrong clients and teach the right clients to wait for sales instead of renew memberships at full price. Worse, the discount comes out of your profit. The government still gets paid if you cut your rates, and so does the landlord. But you take home less money. In this episode of "Run a Profitable Gym," Chris Cooper explains exactly what to say when people ask for discounts—use his lines word for word. He also tells yo...2024-11-1828 minRun a Profitable GymFocus and Accountability: The Golden Hour for the WinDana Fouche is busy.In addition to running Reach Athletics, she’s a mother and the owner of a farm. To ensure she never lets her business falter—even when the cows escape again—Dana uses Chris Cooper’s Golden Hour concept: Every day, do one thing to grow your business before you do anything else.To start her days, Dana goes to a quiet place, clears her head, works on simple but effective marketing tasks and then addresses larger projects. She ends after an hour and makes a plan for the next day. No matter w...2024-11-0722 minRun a Profitable GymWhat Exactly Are Gym Owners Doing to Earn Over $16,000 per Month?The average fitness entrepreneur earns between $2,500 and $6,000 per month. The top earning gym owner on our leaderboard brings home six times the high end of that average.In this episode of “Run a Profitable Gym,” Two-Brain CEO Chris Cooper presents the Top 10 leaders for net owner benefit (NOB)—profit, salary and anything else a gym owner earns from their business. Then, he shares how they got on our leaderboard. Some focused heavily on retention and raising client value. Others reinvested their profit to become even more profitable—increasing ad spend, developing staff or buying a...2024-10-2820 minRun a Profitable GymGolden Hour: 5% Client Boost With Just 60 Minutes of Work a DayIn this episode of “Run a Profitable Gym,” Eric Conner shares how he measurably improved his gym in just 60 minutes a day using Chris Cooper’s Golden Hour framework:Go to a place where you can focusOpen your mindLead with marketing repsDo your big projectsEnd after one hourNext steps Eric sets aside a Golden Hour every morning in which he focuses on high-value, CEO-level work. He puts in marketing reps, such as reaching out to former clients and unconverted leads. Then he works on larger projects, like improving his gym’s 90-day client journey. Finally...2024-10-2423 minRun a Profitable GymThe Golden Hour Challenge: Grow Your Gym in Just 1 Hour a DayGym owners with the fastest-growing businesses share one specific skill: focus.They have access to the same tools, resources and mentors as everyone else. What sets them apart is their ability to consistently do the key things that are required to improve their gyms without second-guessing themselves or getting distracted.You can learn how to build this entrepreneurial focus by reading “The Golden Hour,” the upcoming book from Two-Brain founder and CEO Chris Cooper.In today’s episode of “Run a Profitable Gym,” Chris invites you to join in the Golden Hour Challenge, beginning...2024-10-2137 min
Business is Good with Chris Cooper71: Why Get Rich at All?Why Get Rich_Chris Cooper discusses the motivations and challenges of gym owners, who often sacrifice higher-paying careers to pursue their passion despite low earnings. He argues that wealth creation is essential for personal and societal progress, emphasizing that wealth enables freedom, problem-solving, and opportunities for others. Cooper highlights the importance of entrepreneurship in driving economic growth and democracy, noting that wealth creation is necessary for job creation and tax generation. He advocates for building wealth to solve personal financial issues, compound wealth, create opportunities for others, and ultimately, to give back through philanthropy.Transcript2024-10-0620 min
Help Best48: Challenges and Advantages in 2025Help Best - Challenges and Advantages in 2025Chris Cooper discussed the 2025 challenges and advantages, focusing on the 96% conversion rate to 73% retention in the growth phase. Key challenges include gym owners not meeting net owner benefit goals, lacking a two-year client retention period, insufficient CEO skills, and lacking a long-term sustainability plan. Solutions include a new coach development program, addressing flat, stalled, and lost avatars, and introducing habits training. Competition is minimal due to Two Brain's unique data-driven approach. Advantages include a comprehensive program delivered in stages, continual coaching improvement, and a focus on client outcomes....2024-10-0614 minBusiness is Good with Chris CooperGolden HourBiG Podcast - Golden HourChris Cooper emphasizes the importance of dedicating an hour each day to growing one's business, citing the benefits of uninterrupted time for focus and consistency in practicing the 'golden hour.' He advises listeners to prioritize their mentor's tasks during this hour and highlights the ease of entering a state of focus with consistent practice.Action Items[ ] Block out a daily one hour "golden hour" time on your calendar to work on your business[ ] Visit Chris Cooper's website (businessesgood.com) and utilize the daily directives and resources provided[ ] Track...2024-05-0606 minHelp Best24: Programming for BusinessProgramming for BusinessSummaryEffective programming for fitness goals. 0:01Good programming starts with the goal and works backward, breaking down the problem into essential elements with clear steps and achievement points for celebration.Setting and achieving fitness and business goals. 1:33Chris Cooper outlines a goal-setting framework for business success, emphasizing clear goals and measurable progress.Breaking down a large goal into smaller tasks for success. 3:03Chris Cooper outlines a plan to increase NLB by $5,000 in 90 days through monthly goals and task assignments.2024-04-2004 minBusiness is Good with Chris CooperStay In Your LaneStay In Your LaneSummaryLimiting growth by trying to do too many things. 0:01Chris Cooper highlights the common mistake of trying to do too many things at once, leading to watered-down core services and distraction from the main business.Limiting growth by building multiple, mediocre businesses instead of focusing on one great business, resulting in more stress and less money.Chris Cooper shares his struggles with juggling multiple projects and the importance of focusing on one thing at a time.He reveals that he has a tendency to jump on opportunities quickly due to fear...2024-04-1509 minRun a Profitable GymHow to Add $10k in PT Without Adding a Single MemberIf you’re not selling personal training in your gym, you’re missing out on a lot of revenue.In today’s episode of “Run a Profitable Gym,” host Mike Warkentin and Two-Brain CEO Chris Cooper show how gym owners can boost revenue by $10,000 or more without adding any new clients. Chris explains exactly how to use Goal Review Sessions and the Prescriptive Model to start selling personal training to your existing members to help them meet their goals more quickly. And he even tells gym owners what to say, word for word, to offer P...2024-04-0127 minRun a Profitable GymSneak Preview of the 2024 Two-Brain Summit (and Free Books!)In this episode of “Run a Profitable Gym,” host John Franklin is joined by Two-Brain founder and CEO Chris Cooper.They provide a glimpse into the upcoming Two-Brain Summit, happening June 8 and 9 in Chicago. Some of the incredible speakers for this year’s event include Jonathan Goodman, Jason Khalipa, Brian Chontosh and coaches from Mayhem Nation. Attendees will also get to grill a panel of experts from Kilo, PushPress, WodBoard and Wodify with questions such as “why aren’t gyms keeping clients longer?” and “what’s most important for gym owners right now?”Finally, John and...2024-03-2146 minBusiness is Good with Chris CooperProduct-Market FitSummaryIdentifying ideal clients and product market fit. 0:01Chris Cooper identifies the challenge of identifying ideal clients and explains the importance of product market fit for business growth.He observes that businesses have a small group of loyal long-term clients and a larger group of newer clients with a higher churn rate, highlighting the need to serve the former for optimal growth.Identifying and retaining ideal clients in a business. 2:30Chris Cooper emphasizes the importance of identifying and retaining the right clients for a sustainable business, rather than constantly bringing in new ones who may not have a...2024-02-2615 minBusiness is Good with Chris CooperThe Case for Firing FastSummaryWhy businesses should fire underperforming staff quickly. 0:03Chris argues that it's best to fire people quickly, rather than psychoanalyzing their personal problems or taking on their troubles, and explains why this approach is best for everyone involved.The impact of bad team members on business success. 2:15Chris Cooper emphasizes the importance of removing bad staff members to boost morale and productivity, citing examples of how a single negative team member can demotivate the rest of the team.Staff members look to the leader for guidance and action, hoping to elevate their performance by removing the weakest link...2024-02-1912 minRun a Profitable GymMillionaire Gym Owners: How They Did It (& How You Can Too)This episode of “Run a Profitable Gym” was recorded live in Dallas, Texas, during a meetup of the world’s best gym owners—some of whom are featured in Chris Cooper’s latest book, “Millionaire Gym Owner."Host John Franklin sits down with Taryn Dubreuil of CrossFit Function and Joleen Bingham of 13 Stripes Fitness. Both Taryn and Joleen are Two-Brain mentors and certified millionaire gym owners. Tune in to hear Taryn's and Joleen’s individual paths to success—from hitting rock bottom to reaching and exceeding $1 million net worth. For both, it all started with building a profi...2024-02-1543 minRun a Profitable GymWhy Chris Cooper Wants You to Be a Millionaire Gym Owner“How can I stop working 70 hours a week?” “What will I do if an unexpected expense comes up?” “How am I ever going to retire?”As a young gym owner, Two-Brain founder and CEO Chris Cooper asked all these questions, and at first he couldn’t find any answers. This led him to search inside and outside the fitness industry for a path that led to freedom of money and freedom of time—aka, retirement. He found that path, and it's the foundation of his latest book, “Millionaire Gym Owner,” which he a...2024-02-1220 minRun a Profitable GymThe No-Ads Cinnamon-Roll Secret to Huge Average Revenue Per MemberThis month’s leaderboard show is all about average revenue per member (ARM)—how much a gym earns on average from each client in a month. In this episode, host Mike Warkentin is joined by Two-Brain ARM leader Michaela Munsterman. Her gym, Elite Medical Exercise, in Austin, Texas, has a gigantic ARM—but Michaela doesn’t spend any money on ads to attract her high-value clients. Instead, she built a dedicated wellness community entirely through word of mouth and focused local networking, and she’s here to share her strategies with you. Her top tip? S...2024-02-0829 minRun a Profitable GymThe Vocal Local: How to Create a Referral Web for Your GymTwo-Brain founder and CEO Chris Cooper is a household name in his community of Sault Ste. Marie, Ontario, where his gym, Catalyst Fitness, is located. He’s a true authority when it comes to dominating your local market. In this episode of “Run a Profitable Gym,” host Mike Warkentin prompts Chris to reveal the strategies behind his success in making his gym the obvious choice for people in the community.Chris doesn’t mention huge ad spends and earth-shaking marketing campaigns. Instead, he talks about offering value to potential clients, having genuine conversations and maintaining a “Help F...2024-01-2229 minBusiness is Good with Chris CooperIs Your Business a Democracy?Years ago, I thought about making my gym a co-op. I told myself I wanted to give 'ownership' to the clients and let them guide the future...but really, I was trying to avoid responsibility.In this episode of Business Is Good, I discuss the common - but sometimes unconscious - desire for the owner to say "It's not my fault!"It's up to you to make the decisions and bear the consequences: you get the upside, if you make good decisions. And you also bear the downside, if you make bad...2024-01-0210 minRun a Profitable GymBroke Gym Owners: Breaking the Cycle and Building WealthShould gym owners care about becoming millionaires? Even struggling gym owners who can’t see past the day-to-day challenges of keeping their gyms afloat?In today’s episode of “Run a Profitable Gym,” Mike Warkentin and Chris Cooper dig into Chris’ upcoming book, “Millionaire Gym Owner,” which will be out in early 2024. In the book, Chris shares his journey to reaching millionaire status, as well as stories from some of Two-Brain’s 43 certified millionaire gym owners. These entrepreneurs detail the steps they took to get from $100,000 net owner benefit (NOB) to $1 million net worth. On average...2023-12-1423 minRun a Profitable GymTop Secrets of Millionaire Gym OwnersWith a clear goal, a plan and a mentor, every gym owner can make $100,000 a year. But did you know that it is also possible—and a lot easier than you probably think—to become a millionaire? In this episode, Chris Cooper shares a preview of his upcoming book, “Millionaire Gym Owner,” which arrives early in 2024. Coop explains how you can invest to improve your life, the lives of the people around you and your local community, and he gives you a simple strategy to guide your investments and ensure that your attention—your most valuable a...2023-12-1113 minRun a Profitable GymDeep Data Dive: The Fitness Industry Under the MicroscopeTwo Brain’s annual “State of the Industry” report is out! With metrics from over 13,400 gyms, the guide provides valuable insight into how gym owners can build better businesses. In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Chris Cooper and John Franklin to highlight key points from the guide. Chris is the CEO and founder of Two-Brain Business, and John is the chief marketing officer at Two-Brain, head of marketing for Kilo, and host of the podcast “Gym World Worldwide.”Chris and John break down some of the most notab...2023-11-1658 minRun a Profitable GymState of the Industry 2023 Report: Chris Cooper's HighlightsEvery year, Two-Brain Business pours a ton of resources into our “State of the Industry” report, which is regarded by many experts and organizations as the best in the fitness space. We give the report to gym owners—like you—for free every year so they have the info they need to build world-class businesses.In today’s episode, Chris Cooper highlights some of the key takeaways from our 2023 report, which contains data from 13,444 gyms. Chris explains how to compare your gym against the average in six key categories: client headcount, average revenue per member...2023-11-1316 minRun a Profitable GymHow Chris Cooper Saved His Own Gym in 2023Chris Cooper has helped thousands of gym owners improve their businesses—so what happened when he found problems at his own gym?You'll find out in this podcast.Lots of "experts" paint perfect pictures of their gyms—but true story is often different. Chris has always been open about the realities of his gym since he first started blogging about it in 2008. So, when he found problems had cropped up in 2023, he jumped in to fix them personally—and he's sharing the story with you.In this episode of "Run a Profit...2023-10-1931 minRun a Profitable GymAI Content Creation: What Gym Owners Need to KnowYes, you can use AI to bring clients to your gym. Gym owner Chris Cooper uses ChatGPT to do that even though he's written seven books and thousands of blogs by hand. But how can you use artificial intelligence effectively without coming across like a misguided robot? And what should fitness entrepreneurs know before getting started with AI?In this episode, Chris Cooper offers his tips for AI mastery, explains how you can misuse ChatGPT and other platforms, and tells you how AI can be a key part of your content marketing funnel....2023-09-2119 minRun a Profitable GymHow to Create the Greatest Impact as a Gym OwnerIn his speech at the 2022 Two-Brain Summit in Chicago, Chris Cooper highlighted the power of entrepreneurial impact. Passionate fitness entrepreneurs have the ability to change lives on a one-to-one basis in the gym, but they can also expand their influence to affect the communities around them. To help the gym owners in the room increase their impact, Chris led them through an exercise to help them identify the people they need around them, then make a precise plan to guide their actions over the next year. You can make that same plan right...2023-07-2451 minRun a Profitable GymAsk Coop Anything: Chris Answers Top Questions About MentorshipWhen should I switch mentors? How do I buy my building? How can I get more out of mentorship? Is it even possible to become a millionaire as a gym owner?Chris Cooper answers these and other burning questions about mentorship with Two-Brain Business. If you've ever wondered what mentorship is all about, this is the show for you.If you have a question Coop didn't answer, leave a comment or ask in it our industry forum, Gym Owners United.Links...2023-07-1330 minRun a Profitable GymThe Four Personalities You’ll Find in Your Gym (and How to Serve Them)In this episode, you'll learn all about the four main personality types you'll see in your gym: 1. Fact-based extroverts2. Fact-based introverts3. Relationship-based extroverts4. Relationship-based introvertsTwo-Brain founder Chris Cooper and mentor/gym owner Brian Bott discuss the defining characteristics of each personality type so you understand what members of each group need and want.First, Chris and Brian will give you everything you need to know to make more sales.For example, fact-based introverts need and want information, but they can also struggle to make decisions when they...2023-07-1056 min