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Torben Keller, owner of CrossFit North 579 in Denmark, runs a gym with more than 740 members—he took the No. 1 spot on Two-Brain's recent leaderboard for client count.
In today’s episode of “Run a Profitable Gym,” Torben shares exactly how he built a thriving gym with multiple revenue streams and an unbeatable client experience.
He explains how he started with 250 members in the first month, scaled to over 700 without relying on ads, and keeps churn at just 3.5 percent by focusing on culture and coaching.
Torben also reveals how mentorship helped him implement systems to manage a nearly 40-person staff and build a roadmap for coaches’ career growth.
If you’re looking to scale your gym or create a better experience for members, don’t miss this opportunity to learn from one of the world’s top gym owners.
Links
Coach Ascension Model
"Help First" by Chris Cooper
Gym Owners United
Book a Call
01:31 - How long did it all take?
08:49 - Did Torben do any marketing?
13:20 - Background on Torben’s gym
22:57 - Happy clients don’t cancel
27:55 - Better coaches, higher value -
Some gyms have over 300 members and are still growing—but how do they do it?
In this episode of “Run a Profitable Gym,” Chris Cooper reveals the secrets behind the gyms with the highest client headcounts on Two-Brain’s leaderboard.
These gyms don’t rely on gimmicks or flashy marketing campaigns. Instead, they focus on retention, onboarding and delivering incredible value to their members.
Chris explains why many gyms struggle with client headcount and how systems can help you attract and retain members.
He shares actionable advice to help you reduce churn by improving your client experience and grow sustainably by using the four marketing funnels: referrals, content, social media and paid ads.
Whether you’re aiming for 150 members or 700, this episode is packed with tips for improving your client headcount today.
Links
Gym Owners United
Book a Call
00:17 - December leaderboard
03:53 - Sound tactics work in every market
07:18 - What's keeping gyms from these numbers?
11:55 - Being selective with clients
15:29 - Focusing on client retention -
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Tax season doesn’t have to be a headache; smart planning can reduce stress and save gym owners money.
In this episode of “Run a Profitable Gym,” former multi-gym owner John Franklin joins host Mike Warkentin to share seven tax strategies every fitness entrepreneur should know:
- Keep your books clean and updated.
- Get a tax estimate.
- Don’t waste money to "save on taxes."
- Hire your kids.
- Use bonus depreciation.
- Max out retirement contributions.
- Open a health savings account (HSA).
John dives into each strategy to help you make smarter financial decisions and reduce your tax bill. Plus, he shares a bonus tip for gym owners who earn over $100,000 per year.
Don’t let tax season catch you off guard—tune in now and take control of your finances!
To get Chris Cooper's model profit and loss (P&L) statement, join Gym Owners United using the link below.
Links
Gym Owners United
Book a Call
03:26 - Updating your books at tax time?
08:51 - Getting a tax estimate
11:54 - Don’t waste a dollar to save 35 cents
17:47 - Utilizing bonus depreciation
24:46 - A bonus strategy -
Gym owners can take control of their businesses with a simple tool: the profit and loss statement (P&L).
In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper explains how to master a P&L to improve retention, increase revenue and grow your gym.
Sharing examples from his own gym, Catalyst, Chris walks you through metrics tracking and expense auditing in a spreadsheet tailored to a coaching gym.
He shows you how to uncover hidden opportunities to improve profitability—whether by raising rates or improving your return on investments in staff—and run “what if” scenarios to predict the results of critical decisions.
Tune in to learn how to use a P&L to avoid financial surprises, make data-driven decisions and plan for your gym’s future with confidence.
To get a copy of the model P&L, join Gym Owners United using the link below and send Chris a DM.
Links
Gym Owners United
Book a Call
01:59 - Profit and loss statement
04:28 - Key metrics to track
08:46 - Breaking down expenses
16:28 - Running “what if” scenarios
19:59 - Taking control -
Annual planning puts gym owners in control of their businesses. Elite gym owners take it further, crafting plans that give them the freedom to choose where they spend their time—whether inside or outside the gym.
In this episode of “Run a Profitable Gym,” Joleen Bingham, leader of Two-Brain’s Tinker program, reveals how top gym owners use annual and three-year plans to achieve massive growth, financial freedom and personal fulfillment.
Joleen shares stories of gym owners who grew by 30 percent in just a year, helped staff earn six-figure salaries and used strategic planning to create sustainable growth.
She also lays out the four focuses of the Tinker program—lifestyle, leadership, wealth and scaling—and explains how mentorship ensures gym owners stay on track while leveling up in each area.
No matter where you are in your entrepreneurial journey, this episode will help you start thinking about how to set and reach long-term goals.
To get “The Essential 12-Month Gym-Building Plan for 2025,” join Gym Owners United using the link below.
Links
Adding a Nutrition Program
Gym Owners United
Book a Call
01:18 - Tinkers with annual plans
03:13 - Beginner vs. expert annual plans
10:28 - Essential elements for annual plans
18:21 - Accomplish more with your staff members
25:50 - Annual plan summary for gym owners -
Chris 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 mentors help gym owners tailor plans to their strengths and opportunities to achieve long-term success.
Whether you follow this annual plan exactly or tweak it to fit your gym, it lays the foundation for you to thrive in 2025. Listen now and start building your best year yet!
To get the free guide, join Gym Owners United using the link below and send Chris a message.
Links
Gym Owners United
Book a Call
01:51 - The 2025 plan
03:24 - Month by month
05:00 - January to March
14:41 - April to June
25:03 - July to September
28:03 - October to December -
Amanda Buckner’s gym, Untamed Fitness in Washington, recently earned a spot on Two-Brain’s leaderboard for average revenue per member (ARM)—with top performers hitting between $500 and $821 per client per month.
Since opening her gym just a year and a half ago, Amanda has scaled her monthly revenue from $6,000 to $15,000.
In this episode of “Run a Profitable Gym,” host Mike Warkentin digs into how Amanda achieved such impressive numbers without relying on traditional group classes.
Amanda explains how mentorship, rate increases and a focus on personal training contribute to her high ARM. She also shares how her expertise in functional fitness and commitment to delivering results have set her gym apart from the competition.
Tune in to hear Amanda’s full story and get her advice for gym owners looking to boost their ARM.
Links
2024 "State of the Industry"
Gym Owners United
Book a Call
01:06 - Group classes to private
08:37 - Two-Brain can change your ARM
17:34 - Changing your rates
21:33 - How Amanda gets clients
30:06 - Small but strong ARM boost -
Cynthia Fotti, Two-Brain mentor and owner of CrossFit Rush, helps gym owners turn healthy habits into thousands of dollars in revenue.
In this episode of “Run a Profitable Gym,” Cynthia explains how she helped her gym generate front-end revenue of $3,500 in just four weeks with a healthy habits challenge—and an additional $1,800 in ongoing revenue.
Cynthia lays out everything you need to run your own challenge this January, including how to price, structure and market it. She also explains why focusing on simple habits such as eating more vegetables and adding protein to meals leads to powerful results for clients and higher retention for gyms.
To boost revenue and set your members up for success, tune in to get the tools you need to hit the ground running in 2025.
Links
The Prescriptive Model
Academy of Nutrition and Dietetics’ Licensure Map and Statutes by State
Gym Owners United
Book a Call
01:28 - Rewards for healthy habits challenge
10:23 - Setting up a healthy habits challenge
15:08 - Working out your pricing
22:20 - Continuing with nutrition coaching
26:57 - The #1 tip for success -
Mike Monaco took his gym from parking lot workouts to a thriving 5,000-square-foot facility that generates over $420 per member per month. How? He switched to a PT-focused model with an emphasis on relationship building and holistic wellness.
In this episode of “Run a Profitable Gym,” host Mike Warkentin talks to Mike Monaco, owner of RX FIT in New York State, who shares how he skyrocketed his ARM with the help of a mentor.
Mike’s approach centers on quality, not quantity: He’s focused on high-value clients who receive individualized attention through personal training, recovery services and nutrition coaching.
His gym thrives on word-of-mouth referrals, driven by strong relationships with members and local physical therapists.
Tune in to hear how Mike scaled his PT program to represent 60 percent of his fitness revenue and how he keeps his members coming back—all with zero marketing costs.
Links
The Prescriptive Model
Chris Cooper's "Help First"
Gym Owners United
Book a Call
00:52 - ARM change since Two-Brain
04:26 - Driving ARM up fast
07:42 - What a package can look like
12:24 - Referrals & high-value clients
18:22 - Good relationships & retention
23:52 - Role of a mentor -
Imagine if every client paid you between $500 and $800 every month. That’s a reality for the gyms on this month’s leaderboard.
In today’s episode of “Run a Profitable Gym,” Two-Brain CEO Chris Cooper shares the Top 10 leaderboard for average revenue per member (ARM).
With a mean ARM of $608 and an average client headcount of 58, our leaders are focusing on high-value options beyond group training, such as one-on-one and semi-private coaching.
These options help high-value clients get to their goals faster, while boosting your ARM. And if a group client isn’t happy with progress, it's easy to offer them more attention by suggesting premium options in goal review sessions.
Tune in to the full episode to hear more tips for boosting your gym’s ARM.
Links
Gym Owners United
Book a Call
00:23 - ARM and 1-on-1 coaching
02:12 - ARM leaderboard
04:14 - Showing what is possible
07:58 - Response from top gyms
10:55 - Confusing method with model -
Want more gym members without slashing your prices? Discounts can undermine your gym’s value, hurt your profit margins and attract the wrong clients. There’s a better way.
In this episode of "Run a Profitable Gym," host Mike Warkentin is joined by John Franklin, chief marketing officer at Two-Brain and Kilo.
John shares four proven strategies to help you attract and retain new clients without offering discounts: events, holiday challenges, New Year’s Day check-ins and black card referral campaigns. He lays out examples of each tactic and offers practical tips for implementation at your gym.
John’s advice is clear: Focus on attracting high-value members who will stay for years instead of using discounts to lure in low-paying coupon clippers who won’t stick around.
For more support on running a profitable gym without discounts, get Chris Cooper’s free guide "The Gym Owner’s Guide to a Discount-Free Black Friday" by joining Gym Owners United, linked below.
Links
Gym Owners United
Book a Call
01:10 - Get more clients before 2025
06:08 - Holiday nutrition challenge
09:09 - New Year’s Day check-in
12:55 - Duplicate your best members
16:05 - Execution matters the most -
Slashing 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 you what to do instead of gutting your profit. Hint: Build value so you attract great clients who will pay full price and stay for years.
Links
Chris Cooper's e-book "The Gym Owner's Guide to a Discount-Free Black Friday" is available here: Gym Owners United
Book a Call
2:40 - Stay away from discounts
9:28 - The discount snowball
13:35 - "We don’t play those games"
18:23 - Discounts can stop you from giving
24:11 - "Feeling the discounts" -
Two-Brain's annual industry-defining report is out!
The 2024 "State of the Industry" guide is packed with the essential data gym owners need to grow their businesses. This year, it even contains 13 ratings scales fitness entrepreneurs can use to evaluate their businesses and target areas for improvement.
How many clients does the average gym have? How much revenue?
What do gym owners pay staff? How many classes do they run?
How large are gyms, and how much of their revenue is used to cover fixed costs?
How fast are gyms responding to leads, and how many clients are they adding each month? How long are they holding those clients, and what's the lifetime value of each one?
How much do gym owners take home each month?
Every question is answered in the guide, which is packed with data from Kilo, Wodify and a huge survey of gym owners.
The guide was released on Nov. 12 on "The Sevan Podcast." Check out this rebroadcast as hosts Sevan Matossian and Matt Souza discuss key stats with Two-Brain founder and CEO Chris Cooper.
Use the link below to get the guide and analyze your gym's performance.
Links
2024 "State of the Industry" Guide
Gym Owners United
Book a Call
1:53 - The success rate
7:27 - Political landscape and health
15:45 - "State of the Industry" report
37:01 - Shrinking the sample size
1:05 - Sales in health & fitness
1:21 - The OG spark
1:26 - Video contest winners
1:47 - Two-Brain Summit -
Two-Brain’s fifth annual “State of the Industry” report is out, and it’s more useful than ever.
It’s not just a collection of statistics but a practical tool designed to help gym owners assess their strengths and weaknesses and make strategic decisions.
Kilo and Wodify kicked in stats from thousands of gyms around the world, and our greatest survey response ever filled the guide with data on average revenue per member, expenses, client retention, profitability and more. The numbers are broken down by gym type, with visual references to help you determine how your gym is performing in comparison.
Tune in to this episode of “Run a Profitable Gym” to hear Two-Brain founder Chris Cooper highlight key takeaways from the report with host Mike Warkentin.
Then, get the 64-page “State of the Industry” report through the link below and use its data to evaluate and improve your business.
Links
2024 "State of the Industry" Guide
Gym Owners United
Book a Call
02:14 - State of the Industry 2024
08:07 - Big group gyms and revenue
21:39 - Improving good numbers
31:33 - What is left?
38:32 - The best plan for gym owners -
Dana 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 what happens after that, her business has already received a great push forward.
To her, the Golden Hour provides the same accountability she provides to fitness clients. If she tells them they can find an hour to take care of themselves, she can find an hour to focus on her business.
Host Mike Warkentin has Dana run through her exact plan and provide tips for gym owners who are struggling to move their businesses forward. Dana is clear: One hour a day is more than enough to grow your gym if you focus on the right tasks.
To take part in Chris Cooper’s Golden Hour Challenge and build essential entrepreneurial habits, join Gym Owners United using the link below.
And to dig into the concept on your own and set up your own 60-minute plan, get “The Golden Hour," also linked below.
Links
"The Golden Hour"
Gym Owners United
Book a Call
01:21 - Business momentum in one hour
04:24 - Rundown on Dana’s gym
07:09 - Dana’s Golden Hour
11:36 - Lead with marketing reps
17:21 - Tips for those who are struggling -
Today on “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper lays out three gym business models that actually work, using case studies from gym owners earning $100,000 per year.
Chris walks through profit-and-loss statements, revealing all the nitty-gritty details, so you can see exactly what levers these gym owners pulled to reach $100,000.
The first gym owner ran big group classes with a decent headcount but had high overhead and struggled to scale. They focused on increasing total members and retention, while adding more classes.
In the second case study, the owner started with group classes but had high churn and low revenue. He introduced an on-ramp process and personal training to help clients hit their goals, and he added a third revenue stream: retail and supplements.
The final gym owner started with one-woman personal training, but the workload was overwhelming and income was inconsistent. She hired a part-time coach and shifted to semi-private training.
What's the business model that will help you reach your financial goals? A mentor can help you build it.To download our “5 Ways to Make $100k From Your Gym” guide, join Gym Owners United using the link below.
Links
Gym Owners United
Book a Call
0:22 – Infinite business models
0:54 – P&L statements
3:53 – Big-group model
7:12 - Challenges of the group model
9:49 - Adding revenue streams
16:08 – First case study
22:35 – Second case study
28:45 – Third case study -
Three years ago, gym owner Magnus Bjorsvik increased rates dramatically, and some of his clients were angry about it.
Today, Magnus is on Two-Brain’s Top 10 leaderboard for net owner benefit (NOB)—salary, dividends and anything else the gym pays its owner. He also won the coveted Clients’ Choice Award at this year’s Two-Brain Summit in Chicago.
In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Magnus, owner of CrossFit Uvaer in Norway, to learn how his gym has changed since his rate increase in 2021.
Magnus says the increase allowed him to get rid of members who didn’t fit, and his gym community has vastly improved. The higher price has also pushed the gym and its staff to provide better service, and happy members are getting better results.
Magnus now increases rates annually, and the lack of financial pressure has allowed him to stress less and vacation more.
Tune in to hear Magnus’ full story and his advice for other gym owners looking to fast-track growth.
Links
Magnus' Previous Appearance
Gym Owners United
Book a Call
02:05 - The last three years
06:53 - Thrive with rate increases
10:21 - Success and peace of mind
14:23 - Struggles after opening a gym
17:18 - Mentors hold you responsible -
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 building.
The common theme: All our top gym owners created clear, consistent plans with their mentors and then put them on repeat.
This requires focus and habit building. Starting Nov. 1, Chris will help gym owners develop these skills through the Golden Hour Challenge, based on his new book, “The Golden Hour.”
To join the free challenge, use the link below to join the Gym Owners United group, where Chris will post a prompt every single day and tell you exactly what to do to start building momentum and take charge of your business.
Links
“The Golden Hour” by Chris Cooper
Gym Owners United
Book a Call
1:02 - Importance of being profitable
5:04 - August net owner benefit
8:12 - How did they get to the top?
11:05 - Quotes from the August leaders
18:01 - The Golden Hour -
In 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, he outlines what he needs to do in his next Golden Hour.
Starting Nov. 1, Chris will lead you through the Golden Hour Challenge. He’ll tell you exactly what to do each day in simple, easy-to-follow steps. Then you’ll learn to stack habits and build momentum to produce measurable results in your gym.
To take part in the challenge, use the link below to join the Gym Owners United group.
Links
“The Golden Hour” by Chris Cooper
Gym Owners United
Book a Call
00:20 - The Golden Hour
05:59 - The Golden framework
13:13 - Stacking good habits
15:54 - An all-around improvement
17:49 - Eric’s tips for success -
Gym 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 Nov. 1.
This six-week challenge is designed to help you grow your gym in just one hour a day by developing habits and focusing on activities that measurably improve key metrics.
Each week of the challenge, Chris will introduce new essential habits for you to master. By Week 6, you’ll be a high-speed, ultra-efficient CEO who can push a fitness business forward in 60 minutes a day.
The challenge starts Nov. 1, and you can take part by joining Gym Owners United via the link below.
Links
Pre-order “The Golden Hour” by Chris Cooper
Gym Owners United
Book a Call
0:55 - What top performers are doing
5:54 - Habits and the skill of focus
14:25 - The Golden Hour Challenge
22:01 - Mining for leads
31:27 - Avoiding slow growth - もっと表示する
