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Seven of the top 10 highest-revenue gyms using Wodify are HYROX affiliates. What are they doing differently?
In this episode of “Run a Profitable Gym,” Two-Brain Business CEO John Franklin talks with Brendan Rice, CEO of Wodify, about what the data shows on HYROX affiliation.
Brendan shares what he sees in the gyms that are getting the most out of it, from how they schedule classes and run sims to how they follow up with HYROX leads and plan for after the race.
They also cover how to name your classes, whether HYROX is a fad, how it compares to ATHX and XENOM, and how to tell if your own affiliation is paying off.
Brendan also shares his view on where CrossFit is headed.
Tune in to learn what the highest-grossing HYROX gyms do differently and how to apply it in your own gym.
Special thanks to Wodify for contributing data to the State of the Industry Report.
The data shows what separates them from the owners who don’t: about $13,000 more in take-home pay and 13 fewer hours of work a week.
In this episode, Two-Brain Business CEO John Franklin joins Sevan Matossian and Matt Souza live on the CrossFit Network to dig into the seventh annual Two-Brain State of the Industry Report.
They cover what owners are taking home, why retention and leads are tied together, how HYROX is changing affiliate revenue and what separates gyms that are struggling from gyms that feel comfortable.
They also get into discounting, referrals, 30-minute personal training, how to plan for January and what affiliates think about the future of CrossFit.
Tune in to see where your gym stands against the industry and the small changes that can close the gap.
0:00 - How this gym went from losing money to $25K a month
0:52 - Opening his first CrossFit gym in 2013
3:08 - Why Jared joined Two-Brain the first time
5:56 - Selling everything and leaving his gym during COVID
12:16 - Opening a new gym in small-town Alabama
15:34 - How a growing gym started losing money
18:06 - Rejoining Two-Brain and still struggling
24:56 - Going to Summit ready to pull the plug
27:01 - The one question that turned his gym around
34:40 - How he grew revenue the month after Summit
39:33 - His plan for a $32K month and a future wellness center
5 Ways Gym Owners Should Be Using AI in 2027
02 Nov 2026
00:20:49
Grab our free tools to help you fix the most common problems gym owners face.
If you’re only using AI to write your gym’s social media captions, you’re barely scratching the surface.
In this episode of “Run a Profitable Gym,” Two-Brain Business CEO John Franklin and founder Chris Cooper share five AI workflows they use to cut admin, automate manual work and get more out of the software they already pay for.
They cover how Chris turns one recording into a week of content, how the Claude browser extension can do tedious setup work for you and how gym management software is adding AI that answers questions about your own numbers.
They also walk through Chris’ Meta Advantage+ ad experiment, how John turns call transcripts into a searchable database and how to delegate to AI without handing over your judgment.
Tune in to learn how to put AI to work in your gym today.
0:00 - Why you're only scratching the surface with AI
0:59 - How to make a week of content with AI
3:54 - Using the Claude browser extension
5:45 - Using MCP servers with your gym software
8:19 - Testing Meta Advantage+ ads on a small budget
13:22 - Turning sales call transcripts into usable data
16:31 - Setting up Profit First with AI
19:18 - Why you should check AI's work
DISCLOSURE Information shared here is for educational purposes only. Individuals and business owners should evaluate their own business strategies and identify any potential risks. The information shared here is not a guarantee of success. Your results may vary.
How to Pay Your Coaches Well Without Going Broke
29 Oct 2026
00:10:10
Is your gym ready to hire a full-time coach? Use our free calculator to find out.
Hiring is scary. You’re taking on real financial risk, and you can’t know in advance whether it will pay off.
In this episode of “Run a Profitable Gym,” Two-Brain Business CEO John Franklin shows you how to figure out how much you can afford to spend on staff, how much to pay your next hire and how to tell whether that hire is working.
John walks through how to find the fair market value of your own work, what your gym’s real profit looks like once you account for it and how to calculate your salary cap.
He also explains how to give a new hire a 90-day trial so you know whether the investment is paying off.
Tune in to learn how to hire with a plan instead of a guess.
Is your gym ready to hire a full-time coach? Use our free calculator to find out.
Matt Michaud grew his gym’s monthly revenue from about $12,000 to more than $80,000. He now has six full-time staff, with at least two coaches making six figures.
In this episode of “Run a Profitable Gym,” John Franklin talks with Two-Brain mentor Matt Michaud about how he broke through revenue plateaus at $20,000 and $30,000 a month.
Matt explains how he moved from part-time coaches to full-time careers, and how “intrapreneurialism” lets coaches earn more by building their own programs inside his gym.
Matt also shares the story that changed how he thinks about his work, and walks through his current project: a 20,000-square-foot commercial building that will house his gym and other tenants.
Tune in to learn how to create real careers for your coaches and grow your gym with them.
1:06 - Where Matt's gym was when he joined Two-Brain
1:58 - The note that changed how Matt ran his gym
6:37 - Going from side hobby to professional gym
9:03 - Breaking through the first revenue plateau
15:44 - The second plateau and the coach who bought a house
20:04 - What coach intrapreneurialism looks like
23:26 - The math behind paying a coach six figures
28:55 - Why Matt is building his own commercial building
39:34 - Where to start if you want this for your gym
Before You Fire Someone in Your Gym, Watch This
21 Oct 2026
00:11:12
Is your gym ready to hire a full-time coach? Use our free calculator to find out.
Every gym owner has looked at a staff member and thought, “I need to get rid of this person.”
Chris Cooper says that instinct is usually wrong.
In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper shares the diagnostic he uses before he considers replacing anyone on his team: four questions that usually show the problem is the process, and three that tell you when it’s really a people problem.
He explains how he once poured hundreds of thousands of dollars into staff before writing down the processes his gym should run on.
Chris also covers what to do once you know which problem you have, and how to document your gym’s tasks and group them into clear roles so your team can succeed.
Tune in to learn how to fix the process first and replace fewer people.
0:00 - Why your instinct to fire a staff member is usually wrong
1:03 - What unclear processes really cost a gym
1:44 - The cleaning mistake that wasn't the cleaner's fault
2:19 - Four questions to ask before you blame your staff
3:49 - How to know when it really is a people problem
5:29 - What to do once you’ve made the diagnosis
7:38 - The day in the life exercise for writing checklists
9:28 - Why stacking roles can cost you a great coach
Why Gym Owners Keep Losing Their Best Coaches
19 Oct 2026
00:43:19
Is your gym ready to hire a full-time coach? Use our free calculator to find out.
The average coach at Corey’s gym stays more than eight years. He didn’t get there by accident.
In this episode of “Run a Profitable Gym,” John Franklin talks with Two-Brain mentor Corey Lewis, who has owned his gym for 15 years.
Corey shares how he screens candidates with a three-minute video and a 60-minute walk, how he makes a new coach’s first week memorable and how he uses weekly check-ins and career roadmaps to keep staff engaged.
He also covers how to celebrate your team without spending much money, how to have the hard conversations when a coach isn’t performing and what to do when a coach leaves.
Corey shares the mistakes he made early on too.
Tune in to learn how to hire the right people and keep them for the long haul.
0:00 - How Corey keeps staff for over eight years on average
6:28 - Why the first 90 days decide if a new coach stays
11:35 - The meeting cadence that keeps coaches around for years
14:25 - Using career roadmaps to talk pay with your coaches
19:46 - How to get part-time coaches to staff meetings
23:47 - The staff mistakes Corey made early on
28:14 - Low-cost ways to make your staff feel appreciated
31:54 - What to do when a coach isn't meeting the standard
35:22 - How to handle a coach leaving your gym
38:51 - Getting coach buy-in when you change your business model
How to Find a World-Class General Manager for Your Gym
15 Oct 2026
00:10:00
Is your gym ready to hire a full-time coach? Use our free calculator to find out.
Hiring a general manager won’t save a gym that isn’t paying its owner well yet.
In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper explains how to know when you’re ready to hire a GM, how to pay one without guessing and how to train them so they can run your gym at your standard.
He shares what went wrong with the first GM he hired and why the role works best as one of the last hires you make.
Chris also covers the questions to answer before you write the job ad and the mistakes that cause GM hires to fall apart in the first year.
Tune in to learn how to hire a GM who buys back your time instead of creating more work.
0:00 - Why hiring a general manager can make your gym worse
0:57 - What went wrong with Chris’ first GM hire
1:45 - Why hiring a GM too early backfires
3:01 - Two questions to answer before you write the job ad
3:53 - How to pay a general manager without guessing
4:56 - Commission, profit share and bonuses for your GM
5:46 - How to train a GM to run your gym without you
6:39 - The GM training plan, step by step
8:23 - What a GM can’t fix in your gym
8:58 - The question to ask before you hire a GM
How to Hire the Right Coaches From the Beginning
12 Oct 2026
00:42:10
Is your gym ready to hire a full-time coach? Use our free calculator to find out.
Hiring the wrong coach costs you money, and it costs you time you never get back.
In this episode of “Run a Profitable Gym,” John Franklin talks with Two-Brain mentor Brian Bott, who runs three gyms in New Jersey that bring in over $1.5 million a year in revenue, with coaches who have stayed for a decade or more.
Brian explains what he screens for, how he onboards new coaches, how he pays them and what he does when a hire goes wrong.
He also shares how to decide who to hire first, how to find candidates without relying on job boards and how to keep quality consistent across multiple locations.
Tune in to learn how to hire right the first time and build a team that wants to stay.
0:00 - Why a bad hire makes gym owners afraid to hire again
0:53 - How a three-location gym structures its coaching team
4:17 - What to look for when hiring a coach
6:57 - How new coaches are onboarded on the floor
9:32 - Where to find great coaches for your gym
13:03 - How to post the job and structure coach pay
20:21 - What to do when a hire doesn’t work out
23:12 - How to keep great coaches for years
28:58 - Who to hire first and how to hand off clients
36:42 - How to keep coaching quality consistent across locations
How This Gym Owner Sells $300 Memberships in Rural Alabama
08 Oct 2026
00:36:56
Is your gym ready to hire a full-time coach? Use our free calculator to find out.
Tres Kennedy charged $150 a month for personal training plus unlimited group classes. He thought no one in his small Alabama town would pay more.
In this episode of “Run a Profitable Gym,” John Franklin sits down with Two-Brain mentor Tres Kennedy to talk about packaging, pricing and handling objections.
Tres explains how he moved from giving away his on-ramp to prescribing coaching at nearly double the price, and what happened to his gym’s close rate, staff pay and retention.
Then John and Tres role-play a real consultation, working through the objections gym owners hear most: “I need to think about it,” price pushback and “I need to talk to my spouse.”
Tune in to learn how to charge what you’re worth and keep the sale moving when a prospect hesitates.
2:37 - His offer today and the fear of charging more
5:41 - His average prospect and what changed after raising prices
10:04 - Building conviction and checking your pricing
13:10 - Objection-handling role-play
16:34 - Framing the solution and presenting the price
19:18 - Handling “I need to think about it” and price objections
25:00 - Standing firm when prospects want something cheaper
31:50 - Handling “I need to talk to my spouse”
34:25 - Advice for owners who struggle to charge what they're worth
Who to Hire at Your Gym to Pay Yourself More
05 Oct 2026
00:06:57
Is your gym ready to hire a full-time coach? Use our free calculator to find out.
Nearly 60% of gym owners say not earning enough is their biggest struggle, more than double the number who say staffing is the problem.
According to Chris Cooper, the fix is hiring, but only if you hire in the right order.
In this episode of “Run a Profitable Gym,” Chris explains why the order of your hires matters more than how many people are on your payroll.
He shares the story of the first hire that taught him how buying back your time actually works, and why the right hire isn’t the one that feels most urgent.
Chris shows you how to figure out what you’re really paying yourself per hour, which task to hand off first and how to plan what you’ll do with your reclaimed time so each hire pays you back.
Tune in to learn how to hire in a way that puts more money in your pocket.
Why do some gyms have members who bring friends and stay for years, while others struggle to keep the clients they have?
Every gym has four types of members: champions, loyalists, wanderers and critics. In this episode, Two-Brain founder Chris Cooper explains how to spot each one.
Each group needs something different from you, and treating them all the same means spending your time in the wrong places.
Chris explains what each kind of member needs and how to move them up a level, from the coffee conversation that turns your best clients into recruiters to the way to handle members who complain about everything. He shares stories from his own gym along the way.
Tune in to learn how to build a gym culture by design, not by luck.
Every gym with coached classes says they sell coaching.
But if everyone who joins gets the same unlimited membership, are they actually buying coaching, or just access to a class that happens to have a coach?
In this episode of “Run a Profitable Gym,” Two-Brain Business CEO John Franklin breaks down how to prescribe real coaching in a sales consultation, and what to do when a prospect pushes back.
He explains why most objections aren’t really about price or timing; they’re a sign that the prospect doesn’t believe your offer will actually solve their problem.
John walks through the exact language for “prescribing up” instead of defaulting to the easiest thing to sell.
He also introduces the PULSE framework and addresses the most common objections gym owners face, from “I need to think about it” to pricing and spousal pushback.
Tune in to learn how to sell high-value coaching with confidence, without sounding pushy or salesy.
1:14 - Why comparing yourself to Orange Theory is a trap
2:18 - What real coaching looks like
3:19 - The prescription framework (like a doctor, not a menu)
6:03 - The tools are the delivery, not the product
6:59 - How Darren Thornton built a 7-coach, $1M/year gym doing this
9:30 - Handling “I need to think about it”
10:48 - Handling the price objection
12:36 - Handling the spousal objection
13:37 - Handling the “I'm busy” objection
16:00 - Why the biggest objection is in your own head
The Real Reason Your Gym Stopped Growing
24 Sep 2026
00:13:10
Grab our free tools to help you fix the most common problems gym owners face.
If your gym has been stuck at the same revenue number for a year, you probably think you need more leads. You’re only half right.
In this episode, Two-Brain Business CEO John Franklin breaks down why “I need more leads” is usually a symptom, not the real problem.
He explains the two things that keep gyms stuck: not consistently doing the work that generates leads, or a bigger structural issue in your business that’s harder to see from the inside.
John introduces the Golden Hour, a dedicated daily block for tackling your gym’s biggest bottleneck, and shares the story of Jared, a gym owner who'd been flat for 10 months until he committed to that one habit and posted his best revenue month ever.
He also shares the story of Charlie, a UK gym owner who made one change to how he positioned and priced his coaching that’s projected to triple his revenue in just over a year, without adding a single new client.
Tune in to figure out whether your gym’s plateau is an effort problem or something you can’t see from the inside, and how to get unstuck for good.
5:30 - How a Two-Brain client turned a flat gym around
7:31 - The revenue jump after Jared got serious
8:38 - The problem you can't see from inside your own gym
9:47 - The pricing change that transformed Charlie's gym
11:58 - What's really holding your gym back
Our Gym Revenue Has Plateaued ... Now What? (Live Coaching)
21 Sep 2026
00:38:59
Their gym has been open 14 years, has over 150 members and pulls in around $30,000 a month. But growth stalled, and they wanted to know why.
In this episode of "Run a Profitable Gym," Two-Brain Business CEO John Franklin sits down with Tanya and Meredith, longtime owners of a Sarasota CrossFit affiliate, for a real, live coaching session.
John opens up their books and pricing sheet, which includes 15 different things a prospect can buy, and starts asking hard questions to find out exactly what’s capping their revenue.
What John uncovers is a common but costly pattern: personal training makes up only 10% of their revenue, even though the vast majority of new prospects walk in intimidated and needing more support than a group class alone provides.
John walks Tanya and Meredith through a repositioning of their entire onboarding and pricing structure, one that could significantly change how much of every dollar makes it to their bottom line.
Tune in to hear a real mentorship session unfold and see exactly what it takes to break through a revenue plateau.
1:15 - Meet the co-owners running a 14-year affiliate long distance
7:43 - The seasonal revenue swing and the number they want to hit
10:35 - Fifteen ways to buy in, and where all the revenue comes from
12:37 - Personal training pricing and the onboarding that leads to membership
16:54 - What the numbers reveal once you compare them to industry benchmarks
18:25 - Why a loyal, stable staff still can't carry the business further
23:54 - Reframing onboarding around coaching instead of group class
27:21 - Consolidating fifteen memberships and reworking the price
35:36 - Real proof it works, and the plan to make the change stick
We Are About to Open a Gym ... Now What?
17 Sep 2026
00:54:26
This episode contains important visuals and is best enjoyed on YouTube.
No amount of planning makes handing over your life savings feel completely safe.
Today Two-Brain Business CEO John Franklin sits down with Steven Smith and Andreia Onofre Smith, who are 40 days from opening their first gym after nine years of planning.
This is a real, live mentorship session: John and the couple walk through their SBA financing process, their build-out timeline and the founders club offer they’re using to bring in revenue before the doors even open.
Steven and Andrea share the vision behind their gym, a family-first concept built around helping parents stay consistent with fitness by giving their kids a genuine experience of their own, not just childcare.
But the real value in this episode comes when John spots a critical gap in their pricing plan and walks them through exactly how to fix it before opening day.
Tune in for a rare, unfiltered look at what it actually takes to open a gym the right way, mistakes, financing headaches and all.
0:00 - Live coaching before two first-time gym owners open their doors
1:00 - A gym built for parents who stopped showing up
3:02 - Nine years of planning and a deal that fell through in 2018
5:38 - Why they hired a mentor before they even had a location
8:36 - Financing and building out a gym in New Jersey
14:49 - What a Two-Brain mentor does before day one
17:24 - Building and pricing a Founders Club offer
29:22 - The scheduling problem stopping them from adding small group training
40:53 - Where their first members came from
How This Gym Generates $700K Revenue With Only 190 Members
14 Sep 2026
00:43:01
Grab our free tools to help you fix the most common problems gym owners face.
A cheap intro offer brought in members who weren’t ready to commit—and retention that Dan Purington calls an “absolute dumpster fire.”
In this episode of “Run a Profitable Gym,” Two-Brain Business CEO John Franklin talks with mentor and gym owner Dan Purington, who runs a CrossFit affiliate doing north of $700,000 a year in revenue with fewer than 200 members.
Dan breaks down how he rebuilt his entire onboarding process from a $70 low-barrier offer that attracted the wrong people into a $499, five-week hybrid on-ramp that more than doubled his revenue.
Dan explains the “curated” approach behind his on-ramp, why he moved nutrition conversations to week five instead of the front end, and how giving prospects a taste of personal training alongside CrossFit or small group strength naturally upsells members into higher-value memberships.
He also shares how this shift let him build real, full-time careers for his coaching staff, and tackles the most common objections gym owners raise about space, staffing and pricing when they consider making a similar change.
Tune in to see how a smarter onboarding process can grow your revenue and solve your staffing problems at the same time.
Book a free call and rebuild your onboarding process with a mentor.
0:34 - The $70 on-ramp that became a dumpster fire
5:08 - Inside Dan's 1,800-square-foot gym
8:09 - What's actually sold in the no-sweat intro
10:29 - The 5-week onboarding, breakdown
12:45 - Why they call it "curated" instead of unlimited
16:16 - Why nutrition waits until week five
19:28 - How the onboarding upsells members into small group
21:25 - How this model built full-time coaching careers
30:51 - Common objections: pricing, space and staffing
36:18 - The revenue jump after the switch
How to Hire A-Players and Double Your Gym Revenue
10 Sep 2026
00:19:25
Listening to this alone won’t make your gym more profitable. A mentor will. Book your free call with the Two-Brain team.
If you can’t attract good coaches, the fix probably isn’t your job post.
It’s your salary cap—and that’s determined by how your gym packages and prices its services.
In this episode of “Run a Profitable Gym,” Two-Brain Business CEO John Franklin explains why gyms end up stuck offering $25-an-hour split shifts instead of real, full-time careers, and how to fix it by growing your salary cap.
He breaks down exactly how to calculate what your gym can afford to pay staff, and then walks through why your model is capping your revenue.
You’ll find out how shifting to a “coaching first” model can double what a client is worth to your gym and use the extra revenue to attract and keep better coaches.
Tune in to learn how to build a gym that can actually afford to pay great coaches what they’re worth.
0:00 - Why your A-player job posts attract bad candidates
2:05 - The salary cap concept limiting your payroll
3:19 - Real numbers: calculating your gym’s salary cap
4:49 - How growing revenue grows your salary cap
7:30 - Where the onboarding model came from
9:50 - The hidden friction in the onboarding model
11:11 - The coaching-first model top gyms are using
13:33 - Case study: from $9K a month to $1M a year
15:26 - The coach-pay formula explained
18:45 - How to build a team of A-players
This Gym Owner Does $1M a Year With 7 Full-Time Staff
07 Sep 2026
00:52:17
Listening to this alone won't make your gym more profitable. A mentor will. Book your free call with the Two-Brain team.
Darren Thornton left his gym for 10 weeks to live in a van with almost no contact—and came back making more money than when he left.
In this episode of "Run a Profitable Gym," Two-Brain Business CEO John Franklin talks with Two-Brain alumnus Darren Thornton, who built a gym doing over a million dollars a year in revenue with seven full-time coaches on salary.
Darren walks through his entire hiring process step by step, from writing a job description designed to filter out uninterested applicants to the four different offers he might make at the end of an interview.
He also breaks down the pivotal decision that let him build a full-time team in the first place: shifting to a high-value membership model that ensures every coach has enough paid hours to build a real career.
Darren shares the exact numbers behind the transition, the pushback he got early on and why he believes this model is ultimately better for members, not just for staffing.
Tune in to learn how to build a gym that can actually support full-time, well-paid coaches.
If Chris Cooper started a gym tomorrow, with no reputation, no members and no brand, what would he do?
In this episode of "Run a Profitable Gym," Two-Brain Business CEO John Franklin puts founder Chris Cooper through a real-time thought experiment: build a gym from scratch using everything he's learned from 30 years in the industry.
The pair work through six categories step by step: the coaching model, pricing, space and lease decisions, equipment spend, the exact marketing funnels Chris would use to land his first clients without ads, and when and how he'd eventually bring on staff.
Chris gets specific throughout, sharing real numbers on rent, equipment budgets, pricing and how many clients it takes to earn $50,000 in year one. He also touches on the advice he's giving his own daughter as she considers opening a gym of her own.
Tune in for a candid, numbers-driven look at what a smarter gym launch looks like today.
In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper breaks down the six problems that show up again and again in struggling gyms, and why most owners don’t realize which one is holding them back.
Chris walks through each bottleneck: not having enough clients, not paying yourself first, not charging enough per client, not keeping clients long enough, expenses that are too high, and trying to do everything yourself.
Along the way, he shares specific benchmarks to aim for, including client counts, average revenue per member and realistic retention numbers.
His core message: You don’t make six figures as a gym owner by working harder or finding one big secret. You do it by knowing which of these six problems is actually costing you the most money right now, and fixing it.
Tune in to figure out which bottleneck is holding your gym back.
Use the link below to get our free training on how to make $100,000 per year as a gym owner.
For more support, join Gym Owners United: http://gymownersunited.com
Can Chris Cooper close a sale in 15 minutes—even with a client who's trying to make it hard on him?
In this episode of “Run a Profitable Gym,” Chris puts himself to the test with a live, unscripted consultation. John Franklin plays a deliberately difficult prospect: a busy parent with a recurring back injury, an unpredictable schedule and a strong preference for flexibility over structure.
Watch Chris run through a No Sweat Intro in real time: asking the right questions, uncovering the actual goal, and prescribing a program that addresses all of the client’s concerns at once.
When John throws out objections around commitment, cancellation and pricing, Chris handles each one without flinching or discounting.
By the end, you’ll see exactly what it looks like to coach someone into a confident yes.
"I need to think about it." "It's too expensive." "I need to talk to my spouse." Sound familiar?
In this episode of "Run a Profitable Gym," Two-Brain Business CEO John Franklin and founder Chris Cooper role-play the most common sales objections gym owners hear.
They show you how to uncover the real objection hiding underneath the surface-level one.
The pair introduce the PULSE framework for handling objections: pause, understand, locate, solve and end with a decision.
They walk through real scenarios one by one, including the "I need to think about it" smoke screen, the spousal objection, price pushback and the "I've been burnt before" objection, showing exactly how to respond without caving to a discount or letting a prospect walk away undecided.
Tune in to hear exactly how to turn "I need to think about it" into a yes.
Most gym owners either avoid the sales conversation altogether or waste an hour giving a tour without ever asking for the sale.
In this episode of “Run a Profitable Gym,” Two-Brain Business CEO John Franklin and founder Chris Cooper break down the No Sweat Intro: Two-Brain’s proven consultative sales framework.
They walk through it step by step using the COACH method: connect, open, amplify, confirm and help.
Chris shares what makes a good (and a genuinely bad) sales environment, and the pair role-play a full No Sweat Intro from start to finish.
They show exactly how to uncover a prospect’s real goals, ask the right follow-up questions, and prescribe a solution with confidence.
Tune in to see the entire consultative sales process in action, from the first hello to presenting the price.
Use the link below to access the full Gym Sales Toolkit, including the No Sweat Intro script (word-for-word questions and phrasing for every step of the sales consultation).
Ever avoided asking for the sale because it felt slimy? You're not alone, but it’s costing you clients who need your help.
In this episode of "Run a Profitable Gym," Two-Brain founder Chris Cooper shares the three mindset shifts that changed the way he sells.
He explains why most gym owners struggle to ask for the sale, why great coaching alone won't grow your business, and why a "maybe" is more dangerous than a "no."
Chris also shares the story of a client who nearly quit more than once and later sent him a card that changed how he sees his job.
Sales, done right, is simply coaching before someone officially becomes your client.
Tune in to learn how to sell gym memberships with confidence, without ever feeling pushy or manipulative.
1:21 - The client story that changed how Chris sells
2:37 - The real reason most gym owners can't close
4:51 - Free sales scripts and frameworks for gym owners
5:14 - The expensive belief that's costing you sign-ups
8:06 - Why "no" feels so personal
10:54 - Why selling is really an act of coaching
11:42 - The thank-you card that proves why this matters
13:00 - What's coming next in this sales series
Why Your Gym Isn't Converting Leads Into Members
10 Aug 2026
00:17:44
Steal our Lead Nurture Toolkit—the exact scripts and follow-up cadence to turn “maybe” into a booked consultation.
Gym owners constantly say they need more leads. The data says otherwise.
The average gym gets 420 leads a year, but only 84 of them ever book an appointment. Fix that gap, and you can add tens of thousands of dollars in revenue without spending another dollar on ads.
Today, Two-Brain CEO John Franklin and founder Chris Cooper share proven tactics gym owners can use to transform their lead nurture process.
John presents a simple four-C framework for lead nurture: Call, Consistency, Calendar and Confirm. He explains how to optimize each of these to ensure more prospects show up at your gym.
Chris shares how he pushes himself to follow up more than feels comfortable, and why availability signals more to a prospect than price does.
The pair also break down real gym examples showing what NOT to do.
Tune in to learn how to turn the leads you already have into more paying members.
What if your gym doesn’t have a lead problem? What if the real issue is what you’re saying to the leads you already have?
In this episode of “Run a Profitable Gym,” Two-Brain Business CEO John Franklin presents the five common mistakes gym owners make in lead-nurture conversations and the exact fix for each one.
John explains why sounding scripted and robotic kills trust, and shares a simple rule: If your message could be sent to anyone, it wasn’t really sent to that person.
He shows how a short, personalized opener outperforms a long, generic wall of text every time.
He also covers why gym owners derail their own conversations with too much small talk, why giving free advice instead of an invitation can cost you the sale, and why response speed matters more than most owners realize.
John shares his go-to method for reviving conversations that have gone cold, plus a simple reminder: A no right now isn’t a no forever.
Tune in to start turning more of your existing gym leads into booked consultations.
You don’t need a huge following to sell more gym memberships. You need better conversations.
In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper and CEO John Franklin break down how to turn Instagram followers, commenters, story repliers and even former members into paying clients using simple, word-for-word DM scripts—no pushy sales tactics required.
John explains the “more conversations equals more conversions” philosophy and shares his personal non-negotiable: three conversations started every day, regardless of follower count.
Chris shares how he does the same with fewer than 1,400 followers, proving you don’t need to be Instagram famous to sell effectively.
The pair walk through the full conversation hierarchy step by step: the opener, qualifying questions that move people off “maybe,” and the exact language to use when inviting a prospect into the gym.
Chris and John also break down the math behind the strategy, showing how even a low conversion rate on DMs translates into serious results once you factor in client lifetime value.
This is the first episode in a four-part series on gym sales, so tune in and start filling your gym. Up next week: lead nurture.
Chris Cooper has written 10 books, and he says it's not because he loves writing. It's because he kept watching gym owners hit the same walls over and over, at every stage of ownership.
In this episode of "Run a Profitable Gym," Chris breaks down which book he'd hand you depending on exactly where you are in your journey.
"Founder, Farmer, Tinker, Chief": for gym owners who feel stuck and need to know their single next step
"Start a Gym": for those opening their first location or still in year one
"Gym Owner's Handbook": for owners who've realized running a business is more than just being a great coach
"Help First": for anyone who wants to grow without feeling slimy or salesy
"Millionaire Gym Owner": for owners finally making consistent income who don't want to blow it
"The Golden Hour": for gym owners who know what to do but can't get out of reaction mode long enough to do it
Tune in to find out which book matches your exact stage of gym ownership right now.
1:33 - The one book every gym owner should start with
3:28 - Before you open your first gym
4:33 - When coaching isn't enough anymore
5:34 - The marketing book that changes everything
7:08 - What to do when your gym finally makes money
8:18 - The habit behind every successful gym owner
9:44 - The shortcut to building a profitable gym
Why Your Gym Feels Stuck (And What to Do Next)
27 Jul 2026
00:32:12
Get Chris Cooper’s book “Founder, Farmer, Tinker, Chief” free on Kindle this week (Jul. 27-31): https://twobrain.co/4gLvR5E
If you’re a gym owner who feels stuck, you probably don’t need more information. You need focus.
In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper joins CEO John Franklin to break down the four distinct phases of the entrepreneurial journey, based on his book “Founder, Farmer, Tinker, Chief.”
Chris explains why the Founder phase is about narrowing to one clear product and getting good at conversations and invitations—not diversifying or over-investing in space and staff. He shares the story of nearly running out of money and being told by his own mentor that he wasn’t ready for marketing yet.
From there, Chris and John walk through the Farmer phase (buying back your time instead of hiring your clone), the high-risk Tinker phase (where entrepreneurs often blow up what’s working by chasing shiny new ideas), and the Chief phase, where the goal shifts from personal wealth to building a legacy that multiplies impact beyond any one person.
Chris also shares real stories from his own journey, including the mentor who talked him out of opening a coffee shop and the moment that reshaped how he thinks about giving back.
Tune in to figure out exactly which phase of entrepreneurship you’re in right now, and what to focus on to move forward.
Several of Chris’ other books are also free on Kindle this week, including “Start a Gym” and “Millionaire Gym Owner.” Grab your copies via the link below.
0:00 - The four stages every gym owner goes through
0:50 - Why Chris rewrote “Founder, Farmer, Tinker, Chief”
3:36 - How to escape the Founder phase
7:34 - Why more leads won’t fix your gym
10:50 - When you’ve officially become a Farmer
12:02 - The hiring mistake almost every gym owner makes
19:45 - Why successful gym owners get distracted
24:39 - How Tinker gym owners build lasting wealth
28:00 - What the Chief phase really looks like
31:13 - How to create a legacy beyond your gym
Are the CrossFit Games Dead?
22 Jul 2026
00:35:24
Want to run an in-gym event that brings in new members and keeps them around? Download our step-by-step Intramural Open guide.
Are the CrossFit Games dead? And should gym owners even care?
In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper joins CEO John Franklin to discuss the state of the Games, as it heads into its 20th year.
Chris has been on both sides of this conversation. He worked for CrossFit HQ, recently interviewed the brand’s new CEO Bruce Edwards, and made the decision to reaffiliate his own gym.
He walks through how the Games shifted from a small community meetup into an expensive, sponsor-driven spectacle, and why that shift disconnected it from the everyday members who make up most affiliate gyms.
John puts Chris through a four-question report card on whether the Games still market the brand, measure real fitness, bring new people into CrossFit and keep members in affiliates longer.
Chris’ answers point to one consistent theme: Gyms don’t need to wait on HQ to fix this.
The pair dig into what’s actually working elsewhere, including HYROX, Spartan Race and Street Parking meetups.
They explain how gym owners can borrow those ideas to build their own intramural events, using the same repeatable workouts each year so members can track real progress and feel proud of what they’ve accomplished.
Tune in to hear Chris’s take on where the Games went wrong, and how any affiliate can create that same “peak moment” feeling for members without needing CrossFit HQ to get it right first.
29:09 - How to reinvent the CrossFit Open for your gym
34:23 - Why Chris re-affiliated with CrossFit
How This Gym's Content System Generates 140 Leads a Month
20 Jul 2026
00:30:59
Use our AI-powered Instagram audit to identify the biggest gaps in your gym’s social media and generate more leads: https://gymig.com/
Isaac Morgado’s gym content system generates 140+ leads per month.
In this episode of “Run a Profitable Gym,” John Franklin sits down with Isaac to break down his exact Monday-morning process for batching a full week of lead-generating content.
Isaac explains why he shifted away from trend-chasing reels toward value-based, saveable content, and he reveals the main content buckets he rotates through.
He also shares how his personal brand is starting to outperform the gym page, and how paid ads (including a surprisingly cheap Hyrox campaign) work alongside organic content to build trust before someone ever fills out a form.
Tune in to get a simple framework for turning one piece of long-form content into a week’s worth of leads-generating posts.
0:00 - The content system behind 140 gym leads a month
0:59 - What a high-performing content system actually looks like
3:00 - Plan a full week of content in 90 minutes
6:29 - Create content people actually save and share
8:34 - Free AI Instagram audit for gym owners
8:50 - Why valuable content beats viral content
15:03 - Turn one podcast into weeks of content
20:21 - Which marketing channels deserve your time
24:10 - How paid ads and organic content work together
28:29 - Where struggling gym owners should start
How to Know Exactly What to Charge at Your Gym
15 Jul 2026
00:07:56
Calculate exactly what you should be charging with our Revenue Per Session (RPS) Calculator, linked below.
Don’t set your prices by copying the gym down the street (and maybe knocking off $10).
Instead, there’s a data-backed way to do it, using real numbers from thousands of gyms and one metric that tells you if your price is pulling its weight: revenue per session (RPS).
In this episode of "Run a Profitable Gym,” Two-Brain CEO John Franklin explains what revenue per session (RPS) is and why $200 is a healthy target to aim for.
He walks through the math for calculating your session rate and RPS and shows two different ways to hit the $200 RPS benchmark—raising your prices or increasing class attendance.
Pulling data from Two-Brain’s “State of the Industry” report (metrics from over 7,000 gyms), John analyzes large group and small group/semi-private models side by side, comparing lead volume, close rates, pricing and membership usage.
Listen to learn how to set data-backed prices that let you pay coaches well and run a more profitable gym.
How to Add Small Group Training to a Large Group Gym
13 Jul 2026
00:45:14
Semi-private training is one of the most talked about revenue plays in the fitness industry, but there’s rarely a clear roadmap for adding it to an already packed group training schedule.
In this episode of “Run a Profitable Gym,” John Franklin sits down with Jamie Warren, CEO of Iron Tribe Fitness, who took his gyms from nearly 100% group training revenue to a 50/50 split with small group—without blowing up his schedule or losing his culture in the process.
Jamie explains how he made the change: identifying which coaches and clients to beta test with, protecting the schedule with a “do no harm” approach, and using client demand to decide which class slots to convert.
He also shares real stats, including how average revenue per member nearly doubled and why net margins ended up roughly twice as high even with a similarly-sized member base.
Tune in to learn how to build a semi-private, small group training program that adds real value for clients and for your business.
➖➖➖ How much revenue does your gym generate per session? Measure your RPS against the healthy $200 benchmark and find out what to change if you’re not there yet: https://twobrain.co/4wv2VDk
4:15 - Building the beta test with existing coaches
9:40 - The webinar launch and first 100 members
16:20 - Protecting the schedule during the transition
22:05 - The revenue and margin results
28:30 - Advice for gym owners on the fence
How HYROX Affiliates Actually Make Money
09 Jul 2026
00:29:58
Some gyms are struggling to break even on their HYROX affiliation. Others are generating 15X or even 89X return on their affiliation fees.
In this episode of “Run a Profitable Gym,” John Franklin sits down with Lisa Palmer, a Two-Brain mentor and HYROX affiliate in London.
The U.K. is one of the most mature HYROX markets in the world, roughly three years ahead of North America.
Lisa walks through how she layered HYROX onto her CrossFit schedule, replacing low-attendance classes instead of adding new ones, and how the move became an unexpected retention machine, dropping her gym’s churn from 14% to under 5%.
She and John dig into the full playbook: building race-prep courses around official HYROX events, running simulations that pull in thousands of dollars, using HYROX to catch members who need a lower-impact option, and turning that same funnel into CrossFit upgrades.
Lisa also shares what she’d do differently if she were starting over and how gyms of any size can find an entry point.
Tune in to learn how to build a HYROX program that actually pays for itself many times over.
Want to generate more revenue from HYROX? Check out our HYROX toolkit, linked below!
3:20 - The unexpected benefit that changed everything
5:58 - Free HYROX resource for gym owners
6:16 - The HYROX growth strategy she'd use today
10:25 - Turning HYROX into multiple revenue streams
13:01 - How top gyms market their HYROX program
19:08 - The hidden retention advantage of HYROX
25:05 - Is HYROX right for every gym?
How to Run Your First HYROX Competition in Your Gym
06 Jul 2026
00:20:04
HYROX is everywhere right now, and your gym doesn’t necessarily have to become an affiliate to cash in on the trend.
In this episode of “Run a Profitable Gym,” Two-Brain Business CEO John Franklin breaks down the “mini sim,” a scaled-down HYROX-style competition any gym can run without paying affiliation fees or buying new equipment.
John walks through the exact blueprint: cutting the running volume, running it as a doubles event to build in referrals and setting a financial target (Two-Brain gyms have made $2,500-$6,000 from their first event).
He covers the week-by-week promotion plan, including real examples of gym posts that sold out events fast.
He also details race-day logistics (staffing, heats, avoiding bottlenecks) and how to turn one-time event revenue into new recurring members.
Tune in to get a complete playbook for running your first HYROX-style event and building an ongoing program members love.
Use the link below to access our complete HYROX toolkit for gym owners!
3:41 - A seasonal offer that brings in new clients
5:22 - The most overlooked summer revenue source
6:48 - Why members cancel in the summer
8:57 - The vacation plan most gyms never offer
11:05 - The real reason gyms don’t survive summer
From $300k in Debt to Millionaire Gym Owner
29 Jun 2026
00:30:34
Braeden Cordts bought a struggling gym with $300,000 in debt, no marketing knowledge and everyone telling him it wouldn’t work.
Today on “Run a Profitable Gym,” Two-Brain CEO John Franklin sits down with Braeden, who was just certified as a net-worth millionaire.
They talk about Braeden’s five-year journey from a 28-member gym losing money to a 230-member gym generating over $55,000 every month.
Braden opens up about a rough stretch in college and how finding CrossFit—and eventually buying a gym—changed his trajectory.
He breaks down the order of operations that got his gym to where it is today:
- A year of consuming free content before he could afford mentorship - Putting real systems in place - Pouring into his team and promoting his first full-time coach - Building out personal training and semi-private as major revenue streams
He also opens up about how mentorship gave him clarity on his finances outside the gym—turning two accidental rental properties into a real wealth-building strategy, diversifying into syndications and buying into another gym.
If you’re a gym owner in the thick of it right now wondering if any of this is actually possible, Braeden’s story is proof that it is.
How to Turn Your Gym’s DMs Into a Client-Closing Machine
25 Jun 2026
00:15:22
Learn how to build all four marketing funnels with our Never-Ending Leads training for gym owners, linked below.
Nearly 15% of gym owners don’t contact their leads at all. The interest is there. The hands are raised. But nobody sends the message.
In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper explains why your DMs might be the most underused sales channel your gym has, and how to use them without sounding pushy or salesy.
He shares a real story of how a comment on an old photo turned into a member walking back through his doors, and one about a post that didn’t land as intended and how he fixed things with a simple conversation.
Chris introduces a simple eight-step framework for turning casual DM conversations into booked consultation, and also gets into why the slowest leads sometimes become the most loyal clients and how to keep warm leads from going cold without a fancy system.
Tune in to turn your next follower, like or comment into a real gym lead.
00:00 - Why Your Gym’s Social Media Isn’t Turning Into Members
01:06 - How One Instagram Comment Brought Back a Former Client
03:28 - The Missing Link Between Social Media and New Members
05:46 - The DM Framework That Builds Trust (Without Being Salesy)
08:08 - The 8-Step Process for Turning Followers Into Clients
10:01 - How to Nurture Warm Leads Who Aren’t Ready to Buy
11:59 - The Post That Almost Cost Chris a Client
Steal These 8 Content Ideas From a Viral Gym Owner
22 Jun 2026
00:43:31
This episode contains several visual examples. For the best experience, head to our YouTube channel "Run a Profitable Gym."
Get a comprehensive, AI-powered audit of your gym’s Instagram at GymIG.com.
Joe Strada just won Two-Brain Business Gym of the Year. Here’s exactly how he built one of the best content strategies in the gym industry.
In this episode of “Run a Profitable Gym,” Two-Brain CEO John Franklin sits down with Joe Strada of Unleash’d Strength to break down his content playbook.
They cover everything from his early TikTok trend-hopping days to the storytelling and conversion-focused content that’s growing his gym today.
Joe walks through real examples from his own feed, including the meme-style video that got him five million views but zero followers and the carousel that finally broke his streak of flops and brought in nearly 200 new followers.
He also shares his exact process for using AI to script and edit videos for his gym based on viral videos he admires.
John and Joe dig into the difference between content that goes viral and content that actually converts, why getting your community involved in your videos pays off in ways views never will, and why finding the content style you genuinely enjoy making is the only sustainable way to stay consistent.
Tune in, steal Joe’s best ideas and adapt them for your own gym.
02:50 - How Joe Started Creating Content Before Opening His Gym
05:08 - The Trend-Hopping Strategy That Got Millions of Views
07:54 - Brand Positioning: Why "Strength Is for Everyone" Works
09:14 - Top-of-Funnel Content vs. Content That Sells
11:31 - Meme Content: Turning Members Into Creators
12:47 - Viral Content: How to Repeat a Winning Format
16:27 - Educational Content: Build Authority With Simple Tips
18:22 - Community Content: Show the Personality Behind Your Gym
21:18 - Content Planning: Never Run Out of Ideas Again
24:23 - AI Content: Adapting Trends for Your Audience
28:49 - Interview Content: Let Your Members Tell the Story
31:20 - Conversion Content: The Carousel That Added 200 Followers
36:44 - Storytelling Content: Create a Pin Post That Converts
42:26 - How to Start Creating Content Consistently
How I Get More Leads From Facebook Than Paid Ads
18 Jun 2026
00:11:22
Before you spend another dollar on ads, listen to this episode. Chris Cooper is getting more leads from free Facebook posts than almost any other marketing channel.
Today on “Run a Profitable Gym,” Coop shares how he writes Facebook posts that start real conversations, bring back lapsed members and attract new clients.
The core idea is simple: Start capturing what’s already happening in your gym. The breakthroughs, the mistakes, the 6 a.m. class where only three people showed up and everyone crushed it anyway.
Chris also challenges you to make your clients the star of your content—just a good photo and two to four sentences that make everyone who knows them stop scrolling. These posts cost nothing and don’t require a social media manager or a fancy content strategy.
You’ll also hear about the posts that kill organic reach (like unfiltered rants) and why protecting your reach matters more than making a point.
Your gym’s best Facebook content is already happening in front of you every day. It’s time to start capturing it.
This episode contains several visual examples. For the best experience, head to our YouTube channel "Run a Profitable Gym."
Is your gym’s Instagram converting members? Audit it with our custom AI tool: https://GymIG.com/
If you stripped your gym’s name and logo from your website and social media, would anyone know what makes you different? For most gym owners, the honest answer is no.
In this episode of “Run a Profitable Gym,” Two-Brain CEO John Franklin lays out the five steps gym owners need to take to become the obvious choice online in 2026
He walks through real-world examples of gyms that have nailed their online positioning, including a gym serving underrepresented women in fitness, a bodybuilding facility that hunts down and restores rare equipment, a performance center that built its reputation entirely around baseball players with shoulder injuries and a personal training gym that targets exclusively the 50-plus crowd.
Each example illustrates the same core principle: a specific promise to a specific type of person beats generic messaging every time.
John also explains why simplifying your service offering is just as important as clarifying who you serve, and he outlines how your Google Business Profile, website and Instagram should all tell the same consistent story to turn curious searchers into booked consultations.
Tune in to learn how to make your gym impossible to ignore online.
Big news: CrossFit is not for sale. Bruce Edwards, the new CEO made that a condition of taking the job.
At the 2026 Two-Brain Summit in Chicago, Chris Cooper sat down live on stage with Bruce for a wide-ranging conversation about the future of CrossFit.
Bruce isn’t a newcomer to CrossFit. He was an original client of Greg Glassman in the late 1990s, one of the early guinea pigs who helped shape the methodology. He later owned CrossFit Aptos, served as COO of CrossFit and has now returned as CEO with a clear mandate: Fix the perception problem, rebuild affiliate value and bring the movement back to its roots.
In this episode of “Run a Profitable Gym,” Chris asks the big questions affiliate owners are asking, and Bruce shares his honest vision for what comes next for CrossFit.
Tune in to hear a candid conversation about CrossFit’s future under Bruce’s leadership.
The Only 3 Types of Social Media Content Gym Owners Need
08 Jun 2026
00:12:49
This episode contains several visual examples. For the best experience, head to our YouTube channel "Run a Profitable Gym."
Get a free audit of your gym’s Instagram with our custom GPT tool: GymIG.com
If you’re a gym owner who wants to post more content but doesn’t know where to start, this episode is for you.
Many gym owners have the misconception that they simply need to post more. But getting the right mix of content actually matters more than how often you post.
Today on “Run a Profitable Gym,” Two-Brain CEO John Franklin breaks down the three types of content every gym owner needs to be posting on Instagram.
He shares real examples from gyms who are doing this well and walks through exactly how to replicate their posts.
You’ll learn how to use your gym’s Instagram page to make people like you, trust you and move closer to doing business with you.
Tune in and walk away with a simple three-post-a-week plan you can start this week.
Is HYROX Here to Stay? What Gym Owners Need to Know
04 Jun 2026
00:46:34
HYROX just crossed 4,500 affiliates in North America. A year ago, that number was under 1,500.
In this episode of “Run a Profitable Gym,” Two-Brain CEO John Franklin sits down with Eric O'Neil, Head of Affiliates for HYROX (Americas), to talk about what’s driving that growth, what the best training clubs are doing differently and what’s coming next for gym owners who want to capitalize on the HYROX opportunity.
Eric explains how the affiliate program works, including the pre-sale ticket process and how HYROX markets affiliate events through their regional newsletters.
He also shares what separates the training clubs bringing 50-plus members to race day from the ones that never quite find their footing.
The conversation covers the full picture for gym owners who want to run a profitable HYROX program:
- Running sims and camps - Adding personal training as an upsell - Building a 365-day HYROX calendar around local race weekends - Tapping into the massive pool of non-members who show up to these events
Eric also addresses the elephant in the room: Is HYROX here to stay, and how should gym owners think about the investment?
If you’re HYROX-curious or already affiliated and want to get more out of it, this episode is worth your time.
Get the full toolkit for generating ROI from HYROX affiliation via the link below.
This ONE Gym Instagram Mistake Is Costing You Leads (& How To Fix It)
01 Jun 2026
00:18:44
This episode contains several visual examples. For the best experience, head to our YouTube channel "Run a Profitable Gym."
Is your gym’s Instagram actually getting you members? Or just likes?
In this episode of “Run a Profitable Gym,” Two-Brain CEO John Franklin reveals the five Instagram mistakes gym owners make that silently kill their lead flow.
Then he shows you exactly how to fix them. And fixing just ONE can completely transform your business.
John walks through each mistake with real examples from gyms that are getting it wrong and gyms that are getting it right—including a breakdown of one of the best gym Instagram pages in the business and why it works so well.
One gym got 50 million views on a single post, but zero clients from it. Don't make the same mistake.
If your Instagram isn’t converting leads, watch this episode and then get an instant audit of your page at GymIG.com.
Struggling with paid ads for your gym? Here's what's actually working in 2026.
Today on “Run a Profitable Gym,” Two-Brain CEO John Franklin sits down with Colm O'Reilly, Two-Brain's paid ads specialist, for a tactical breakdown of everything gym owners need to know about Facebook and Instagram ads right now.
In this episode, Colm covers the real numbers behind paid gym ads: what you should expect to pay per lead, what a client actually costs to acquire and how to know if your ads are profitable.
John and Colm explain why ads amplify your other marketing funnels and how Meta's Andromeda update changed the ads game.
Colm introduces a simple “BUT” formula for writing ad copy that speaks directly to your ideal client's goals and objections and breaks down campaign structure for both beginners and advanced gym owners.
The pair also discuss what to say on that first phone call, how to handle the pricing question and how to keep cold leads warm for months after they first clicked.
Watch this episode and walk away with a clear starting point for running profitable gym ads in 2026.
10:34 - The Andromeda update and creative strategy
13:03 - The “BUT” framework for ad copy
15:57 - Campaign structure for gym owners
22:15 - Lead ads vs. landing pages
24:13 - Lead nurture and what to say on the phone
32:24 - Troubleshooting ads that aren't working
34:01 - Should you hire an ad agency?
The Simple Paid Ads System That Gets Gym Owners More Leads
25 May 2026
00:24:41
Paid ads have changed. Here’s what gym owners need to know to make them work in 2026.
In this episode of “Run a Profitable Gym,” Two-Brain CEO John Franklin and founder Chris Cooper close out Marketing May with the paid ads funnel.
You build this funnel last because it’s the one that amplifies everything else.
John explains why the old ads playbook is dead—Meta’s Andromeda update changed how ads are targeted and delivered—and what that means for gym owners.
Chris and John share why gym owners need to know how to run their own ads and understand their ad math, rather than just outsource to an ad agency.
They walk through exactly how to create an effective ad campaign and even deliver two clear action steps to help you get started: one for gym owners who have never run an ad, and one for gym owners who are already running them and want better results.
This is episode 4 of 4 in the Marketing May series. If you missed the previous funnels, check them out via the links below.
No time to make content for your gym? Not anymore.
In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper walks you through the exact system he uses to turn one idea into a full week of content in 30 minutes with AI.
Chris demos the entire workflow live, starting with a brain dump audio recording answering a question that came up naturally in his gym.
Then he uploads the audio and transcript into Claude with a prompt that generates a week’s worth of content:
- A podcast script - A blog post - An email newsletter blurb - Five Instagram carousel slides - A YouTube description and thumbnail
For gym owners who want to go further, Chris also shows the AI stack he uses to create fully polished and edited video content for YouTube and short-form reels.
After this episode, you’ll have the system and tools you need to create consistent content every week.