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At just five months old, Emilie Towns’ gym is already averaging more than $450 per member per month.
Instead of offering big group classes, Emilie built Ardent Fitness on a high-value foundation by focusing on semi-private and small-group training.
In this episode of “Run a Profitable Gym,” Emilie shares how her mentor helped her launch with clarity and confidence, and she lays out the systems that drive her success.
She breaks down her onboarding process and pricing strategy, and she explains how the Prescriptive Model has helped her retain clients, reinforce value and consistently deliver results. She also shares how she overcame early sales fears to find high-value clients.
If you've ever wondered how some gyms can charge so much more than others, dig into this episode!
Links
"Help First"
The Prescriptive Model
Gym Owners United
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0:01 - $454 ARM in 5-month-old gym
3:32 - Small group vs. semi-private
11:24 - Running a semi-private program
14:27 - How to find high-value clients
22:18 - The Prescriptive Model -
What if every client in your gym happily paid you $20 more per month? What about $50 more? Or even $100 more?
In this episode of “Run a Profitable Gym,” Chris Cooper presents the Top 10 leaderboard for average revenue per member (ARM), with the No. 1 gym earning $724 per client per month.
He explains how these elite gyms have boosted their revenue by prioritizing client value over headcount.
In fact, one gym on the leaderboard increased its revenue by 38 percent while reducing its client base by 20 percent.
Chris also breaks down the Prescriptive Model, a client-centric strategy that aligns gym services with individual goals to produce better results.
Focusing on measurable results—instead of just workouts—builds trust, boosts retention and justifies premium pricing.
Tune in to hear why “more clients” isn’t always the answer and then start scaling your gym’s average revenue per member.
Links
The Prescriptive Model
Gym Owners United
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00:28 - Top 10 gyms for ARM
04:30 - Why you must be profitable
09:03 - Fewer members, more revenue
11:54 - Quotes from top gym owners
16:30 - Method versus model -
Eksik bölüm mü var?
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When Theresa Straight signed up for mentorship, she was working 70-80 hours per week—coaching for 30-plus of those—and barely scraping by.
Seventeen months later, she’s doubled her client headcount, doubled her average revenue per member and quadrupled her revenue.
Theresa raced through the stages of Two-Brain mentorship and has reached the elite Tinker level, where gym owners are earning over $100,000 per year. Her focus now is on using her gym to support her family’s lifestyle and create a bright future.
In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Theresa about the exact steps she took to grow a thriving business and get her time back.
Theresa breaks down the mindset shift that helped her transition from “coach” to “CEO” and shares key actions that fueled the gym’s growth: developing onboarding and retention systems, implementing goal reviews, and hiring staff.
Ready to grow without grinding yourself into the ground? This episode is for you.
Links
The Stages of Mentorship
"The Golden Hour"
Gym Owners United
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0:01 - Theresa’s 17-month transformation
3:57 - Pre-mentorship struggles
9:34 - Quick wins in Stage 1
13:12 - Moving from coach to CEO
21:29 - Becoming an elite gym owner -
Struggling to turn gym leads into paying members? Your sales funnel might need some first aid.
In this episode of “Run a Profitable Gym,” marketing experts John Franklin and Matt Temby break down sales data from three gyms, identify gaps in their sales processes and explain how to fix them.
The pair dial in on three key lead-tracking metrics: set rate, show rate and close rate. They explore why one gym has trouble getting leads to set appointments, why another has so many no-shows, and why a third struggles to close high-ticket sales.
John and Matt walk through changes each gym could make to improve their sales, such as contacting leads faster and asking better questions during the sales consultation.
Tune in to hear real-world examples of sales-funnel remedies, then find and fix the weak points in your gym’s funnel.
To learn more about improving your sales process, check out Matt’s last two appearances on the show, linked below.
Links
Sales Process Overview
Handling Objections
Gym Owners United
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0:01 - Intro
0:39 - Setting more appointments
5:13 - Getting leads to show up
6:07 - Closing more sales
8:28 - Increasing high-ticket sales -
If you own a gym, you must sell.
That probably makes you uncomfortable, but Chris Cooper is here to remind you that selling is actually the first act of coaching. If you can't get people to sign up, you can't coach them to improve their health and fitness.
Still, no fitness coach wants to feel pushy or slimy. In this episode, Coop explains how to sell while maintaining a philosophy of generosity and service.
He lays out the Help First funnel, which has four sections:
IntroductionConversationInvitationConversion
If you are trying to get only what you want, you are selling.If you are trying to supply what they want and need, you are helping.
It's a system characterized by honesty, and it allows gym owners to move from "selling" to "helping":
This mindset shift will make all the difference when a desperate person is asking you how to lose 20 lb. As a coach, it's your duty to tell that person exactly how to solve the problem and offer your expert help.If you remember that, you'll change more lives and close more sales.
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Gym Owners United
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0:01 - Intro
0:33 - The Help First strategy
3:29 - How to start conversations
6:35 - How to extend an invitation
12:22 - Sales: the first act of coaching
14:30 - The Prescriptive Model
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How can gym owners achieve financial freedom and retire comfortably? Traditional retirement plans are not always the best answer for gym owners, and relying solely on gym income can be risky.
To tackle this question, Chris Cooper sits down with Joey Mure from “Wealth Without Wall Street,” a podcast and online community designed to educate people on how money truly works.
Chris and Joey discuss how gym owners can become financially independent, invest wisely and build wealth beyond their gyms.
Joey introduces alternative wealth-building strategies such as syndication, land flipping and infinite banking. He also breaks down legal ways to minimize what you owe in taxes and keep more of your hard-earned money working for you.
Gym owners, it’s time to start planning for your financial future—tune in to hear how.
Use the link below to access free resources and take the financial freedom quiz.Links
Free Resources
Gym Owners United
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05:24 - Where to invest your money
12:45 - Passive income from your business
19:05 - Small ways to get started
22:29 - How syndication works
25:28 - Infinite banking breakdown
32:41 - Free resources for listeners -
Economic uncertainty is coming, but that doesn’t mean your gym has to struggle.
In fact, the best gym owners use challenging times as an opportunity to grow, refine their businesses and come out stronger on the other side.
In today’s episode, Two-Brain founder Chris Cooper lays out the exact steps gym owners can take to thrive during an economic downturn.
Slashing membership rates is the wrong move—Chris shares smarter strategies for growing top-line revenue, from prioritizing high-value services to improving retention by strengthening relationships with existing clients.
He also explains how to cut unnecessary costs before you’re forced to and optimize your sales process to convert more leads.
Tune in to learn how to build resilience, stay ahead of financial challenges and run a profitable gym—no matter what the economy brings.
Links
Gym Owners United
Book a Call
01:19 - Go upmarket, not down
05:34 - Market for retention
08:44 - Improve your weakest metric
10:38 - Grow top-line revenue 20%
13:17 - Plan for the worst, hope for the best
16:26 - Cut spending & maximize ROI
19:42 - Lean on your network -
Struggling to pay yourself enough as a gym owner? James Harris of Brentwood Barbell went from barely scraping by to generating $30,000 a month in revenue—and today, he’s sharing exactly how he did it.
In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with James to unpack his journey from burnout to six-figure success.
A former physical therapist turned gym owner, James reveals how Two-Brain Business helped him triple his revenue in less than three years.
He also shares how ego nearly cost him his business and explains why “going out of business isn't the worst thing—staying in business and not making money is.”
James breaks down the key tactics that transformed his business, including tracking his metrics, planning his year, raising rates and building “gap strategies” to overcome revenue shortfalls.
Tune in to hear how to systemize your gym and boost your income, just like James did. Then, shoot Chris Cooper a DM to get free copies of his sample profit-and-loss statement (P&L) and annual plan.
You can find Chris—and thousands more supportive gym owners—in Gym Owners United, linked below.
LinksGym Owners United
Book a Call
02:17 - Journey with Two-Brain
05:26 - Overview of James’ gym
09:37 - Low points to $100k NOB
13:28 - Paying yourself more
21:21 - What’s next for James? -
First-time entrepreneur Natalie Winslow opened her gym with the support of a Two-Brain mentor and brought her income from $0 to $100,000 in under a year.
In this episode of “Run a Profitable Gym” host Mike Warkentin talks with Natalie, owner of The Gym at Tierra Verde in Florida, to find out the exact steps she took to build a profitable gym fast.
Natalie shares how her mentor guided her to develop a solid plan for her business, including standard operating procedures that ensured the gym ran smoothly from Day 1.
Another key aspect of this plan was the Two-Brain Founders Club, which allowed Natalie to hit the ground running with 45 members on opening day—and 75 percent of them are still clients today!
Mentorship also helped her avoid costly mistakes gym owners make when structuring their businesses and hiring new employees.
Tune in to hear about Natalie’s journey from stay-at-home mom to six-figure-earning gym owner—then book a call via the link below if you want to talk about how mentorship can help you, too.
Links
Gym Owners United
Book a Call
00:53 - Journey to $100k NOB
04:10 - Summary of Natalie’s gym
06:56 - Starting a gym with a mentor
11:42 - Setting goals with a mentor
15:30 - Where gym owners can start -
CrossFit founder Greg Glassman is back with a new project: MetFix.
In this exclusive interview on “Run a Profitable Gym,” Two-Brain Business CEO Chris Cooper gets the inside story on Glassman’s latest venture—a program designed to attack chronic disease through its focus on metabolic health.
Glassman explains why he believes sugar is public enemy No. 1, how broken science has misled the fitness industry and why MetFix is in a position to address problems that CrossFit can’t.
He also shares his thoughts on the failures of modern education and why changing one life at a time is the only way to win the war on metabolic dysfunction.
Greg discusses MetFix’s potential applications in hospitals, schools and CrossFit affiliates, and he clarifies the relationship between MetFix and CrossFit.
This is a conversation you can’t miss. Tune in to hear more about MetFix and get Greg Glassman’s unfiltered take on health and nutrition.
To learn more about MetFix, visit the link below.
Links
MetFix
Gym Owners United
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00:11 - How to teach nutrition to a 6-year-old
21:50 - Getting proactive about health
38:04 - How Greg teaches his kids science
48:11 - Joy from teaching
01:17:45 - Greg’s closing thoughts -
This episode features important visuals. For the best experience, watch it on YouTube.
Two-Brain Business has helped hundreds of gym owners hit their income goals with dramatically reduced work hours—and Chris Cooper is here to give you a detailed look at the exact system they used to do it.
This plan has produced 55 millionaire gym owners (and counting) and helped gym owners around the world reach six-figure income without working extreme hours.
Coop holds nothing back. You'll see the entire Two-Brain mentorship system.
Stage 1 is all about increasing revenue, Stage 2 is where you systemize your business, and Stage 3 is where you take clear steps to build a legacy and live your Perfect Day.
In this detailed video, you'll also get to work through six essential exercises with Chris. He'll teach you how to find and replicate your best clients, learn to read a profit-and-loss statement, acquire new clients fast, and more.
If you've ever wondered how mentorship for gym owners works, this video is the answer. A thousand fitness entrepreneurs around the world are using this exact system right now to build profitable gyms that help them live the way they want to live.
Watch the video, and when you're ready to talk about a precise plan to help you earn six figures or more from your gym, book a call via the link below.
Links
Gym Owners United
Book a Call
0:01 - Intro
8:17 - Stage 1: Increase Revenue
22:20 - Exercise 1: Seed Clients
40:03 - Stage 2: Systemize Your Gym
41:30 - Exercise 2: The Simple Six
51:12 - Exercise 3: Sell Week
1:03:33 - Exercise 4: SOPs
1:13:12 - Exercise 5: P&L Statement
1:25:40 - Exercise 6: Role Replacement Cost
1:30:11 - Your Perfect Day
1:39:32 - Next Steps -
What if you could double your gym’s size without spending a dime on advertising?
Today on “Run a Profitable Gym,” Mike Warkentin talks with top-earning gym owner Travis Laufle of TRVFIT in Detroit, Michigan.
In just one year, Travis doubled his gym’s size with zero ad spend and earned a spot on the net owner benefit (NOB) leaderboard.
Travis reveals the simple but effective strategies he used to attract and retain clients, including creating a referral program, implementing Goal Review Sessions and focusing on organic social media.
He also explains why shifting from free trials to free consultations was a game changer for his gym and how focusing on retention and high-value services produces more revenue than constantly chasing new leads.
Tune in to this episode to hear proven strategies for growing your gym without paid ads.
Links
Gym Owners United
Book a Call
03:14 - Growth without paid ads
07:42 - TRVFIT’s business model
13:37 - Net owner benefit strategy
22:21 - Referrals and bring-a-friend days
28:18 - Top tips for increasing NOB -
Greg Glassman’s new venture, MetFix, has generated monster buzz across the fitness industry, and current and former CrossFit affiliate owners are particularly interested.
So what exactly is MetFix, and how does it compare to Glassman's other major creation, CrossFit?
In this episode of “Run a Profitable Gym,” Two-Brain Business founder Chris Cooper sits down with Glassman’s partner in MetFix, Emily Kaplan, to find out.
Emily provides the project's background and lays out MetFix's focus on combatting chronic disease through diet and exercise.
She explains why the program is designed to complement CrossFit rather than compete with it and offers her perspective on the broader health and fitness landscape.
Chris and Emily also discuss how MetFix approaches coaching and education, and they dig into its affiliate model, which many gym owners want to know more about.
If you are curious about MetFix, tune in to hear insights directly from one of its founders.
To learn more, visit the MetFix site via the link below.
Links
MetFixGym Owners United
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00:52 - What is MetFix?
17:04 - MetFix certification & affiliates
26:08 - Adherence to nutrition plans
36:47 - Goal of the affiliate program
56:54 - Support for MetFix affiliates -
Most gym owners don’t start their businesses to get rich, but that doesn’t mean they should struggle to make a living.
In fact, the better a gym pays its owner, the more likely it is to stay in business and change more lives.
In this episode of “Run a Profitable Gym,” Chris Cooper reveals the Top 10 gym owners for net owner benefit (NOB)—take-home pay. More importantly, he breaks down exactly what the top earners are doing to bring home between $19k and $30k per month.
These gym owners have a few key things in common: They repeat simple, effective habits instead of constantly chasing new tactics; they raise rates annually to account for inflation; and they focus on retention and delivering exceptional value to clients.
Chris also explains why NOB is the best measure of a gym’s health and covers some of the biggest mistakes gym owners make—like adding more members without increasing NOB—and how to avoid them.
If you’re tired of just getting by, tune in to hear proven strategies for increasing your income.
Links
Gym Owners United
Book a Call
01:51 - Our Top 10 earners
04:23 - What they have in common
07:54 - Retention and service delivery
12:37 - Reputation and social media
16:36 - Smart financial planning -
Some CrossFit affiliate owners believe the CrossFit Games are a powerful marketing tool for their gyms.
But is that really true?
In this special episode of “Run a Profitable Gym,” Chris Cooper challenges the idea that the Games help affiliates and explores what must change to make them a win for more than just elite athletes.
Coop explains why Games exposure doesn’t translate to measurable benefits for affiliates and encourages CrossFit to look to other fitness competitions that are thriving.
He highlights what Hyrox, Spartan Races, the Rogue Invitational and fitness festivals such as the Arnold are doing well, and he explains how CrossFit can learn from them.
It’s time to rethink who the Games are really for. Tune in to hear Chris’ take.
If you missed any of the other episodes in this special series, check them out via the links below.
Links
How to Save CrossFit
Q&A With Coop
Save the Affiliate Movement
Gym Owners United
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00:47 - The purpose of the Games
3:15 - Should HQ scrap the Games?
4:22 - Hyrox and Spartan
6:20 - The Rogue Invitational
7:43 - Fitness festivals -
CrossFit’s future depends on its affiliates—but right now, they’re struggling. The public message is that the brand is thriving, but behind the scenes, thousands of gym owners are fighting to stay afloat.
In today’s special episode, Chris Cooper explains why CrossFit affiliates are closing at an alarming rate and outlines what must change if CrossFit LLC wants to save them.
For years, CrossFit HQ said that great coaching would lead to strong businesses. But as Coop shares, great coaching is not enough: Affiliate owners need the tools and strategies to build financially sustainable gyms.
Coop outlines a plan to rebuild the affiliate program, starting with business education, real mentorship and leadership that prioritizes sustainable gym success over short-term revenue grabs.
If CrossFit is going to survive long term, the affiliate model has to change—tune in to hear Coop’s full plan.
If you missed the first two episodes in this special series, check them out via the links below.
Links
How to Save CrossFit
Q&A With Coop
Gym Owners United
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1:48 - Clarify the mission
2:53 - Rebuild CrossFit media
5:53 - Prequalify “mentors” on the platform
7:44 - Track & publish affiliate metrics
9:50 - CrossFit business course? -
Last 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 the Games, and offer affiliates real education and mentorship to help them succeed.
Stay tuned for upcoming episodes in this series: Chris will explain how affiliates can be saved and lay out a plan for the evolution of the CrossFit Games.
And if you missed the first part of this special series, it's linked below.
Links
How to Save CrossFit
Gym Owners United
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5:33 - First 90 days of complete change
10:21 - What about Europe?
14:42 - Is CrossFit in danger?
17:34 - Affiliates’ concerns
20:35 - Could Coop buy CrossFit? -
Free trials might seem like a great way to attract new members, but they’re actually hurting your gym.
Instead of bringing in long-term, high-value clients, they often lead to price-based decisions and short retention—and they have low conversion rates, too.
Today on “Run a Profitable Gym,” host Mike Warkentin and gym owner and mentor Nick Habich break down why free trials no longer work and lay out exactly what to do instead.
They explain why shifting to the Prescriptive Model—where you meet with clients to identify their specific goals and prescribe a personalized solution—results in higher close rates, longer retention and increased revenue. To back it up, they share key sales and retention data.
Tune in to learn how to implement the Prescriptive Model in your gym and provide increased value for clients while boosting your bottom line.Links
"Help First" by Chris Cooper
Gym Owners United
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01:02 - Why are free trials bad in 2025?
03:35 - Better close rates with free consultations
06:49 - Stopping free trials and pushback
13:01 - Move from free trials to consultations
18:54 - New clients may not be the right fit -
CrossFit is at a crossroads. With affiliate numbers shrinking and Berkshire Partners looking to sell, the future of the brand is uncertain.
In this special episode of “Run a Profitable Gym,” Two-Brain Business founder and CEO Chris Cooper lays out a plan to save CrossFit—the company and the broader community of gym owners and trainers who depend on the brand.
Chris was an affiliate owner for 14 years and worked for CrossFit HQ for six. Now, through Two-Brain, he mentors more CrossFit affiliate owners than anyone else in the world.
Coop’s seen firsthand what makes affiliates successful—and why so many are struggling.
Today, he breaks down why great coaching alone isn’t enough, how outdated business advice led many affiliates to financial instability and why the future of CrossFit depends on strong, profitable gyms.
He outlines specific steps a new CrossFit LLC owner should take to turn things around, including revamping the affiliate model and redefining the brand in today’s fitness industry.
Stay tuned for the next three episodes in this series: Chris will answer the top questions he's received about CrossFit, he'll explain how affiliates can be saved, and he'll lay out a plan for the evolution of the CrossFit Games.
Links
Gym Owners United
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00:36 - CrossFit is shrinking
03:56 - How we got here
08:45 - The brand is built on affiliates
11:09 - How to fix CrossFit
19:20 - What real change requires -
Many gym owners still rely on free trial classes to attract new members, but do samples actually help your fitness business? The data says "no."
In this episode of “Run a Profitable Gym,” Chris Cooper explains why free trials are ineffective, how they hurt long-term retention and what to replace them with.
Instead of creating a race to the bottom by commoditizing coaching, gym owners can improve close rates by using the Prescriptive Model, starting with a No Sweat Intro—a consultation that helps potential members understand how the gym will help them get real results quickly.
Chris walks you through the steps of the Prescriptive Model and shares data comparing retention rates produced by free trials and No Sweat Intros. (Spoiler: Consultations generate length of engagement that's three times longer!)
It’s time to ditch free trials and start using a system that actually works—tune in to learn how.
Want to learn more about the Prescriptive Model? Click the link below.
Links
The Prescriptive Model
Gym Owners United
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01:16 - The history of free trials
05:12 - The close rate of free trials
11:02 - The commodity effect
13:40 - What to do instead
19:19 - Free trials are bad for clients - Daha fazla göster
