11 Fitness Skills That Build Your Fitness Business

This episode features important visuals. For the best experience, watch it on YouTube. Gym owners, if you need more clients, this training is for you.In this detailed video, Two-Brain Business founder Chris Cooper breaks down his bulletproof system for fixing your leads problem forever by creating a never-ending stream of people who are eager to join your gym.You’ll learn the exact strategies top gyms use to keep their sales pipelines full—and even receive plug-and-play lead-nurture scripts that convert curiosity into commitment. With step-by-step directions, Coop shows you how to set up four marketing funnels that will consistently attract gym leads year round:🗣️ The Referral Funnel—Turn your best clients into recruiters through structured conversations and personal connections.📝 The Content Funnel—Share helpful, trust-building material that attracts people who already need your help.📱 The Organic Social Media Funnel—Post consistently to highlight your community and spark real conversations.🚀 The Paid Ads Funnel—Use targeted campaigns to amplify what’s already working and bring in a steady stream of new leads.Plus, to ensure you take action, Chris teaches you his Golden Hour strategy: You'll learn how to set up a daily plan that will help you stay focused, create content and make marketing a habit.Tune in to learn how to stop constantly chasing leads and start controlling your pipeline with repeatable systems used by thousands of successful gyms worldwide. Want a free copy of all seven worksheets from this training? Send Coop a DM via the link below.LinksDM CoopGym Owners UnitedBook a Call 1:06 - Part 1: Maximize Sales From Your Leads 5:53 - Lead Nurture Scripts8:03 - Booking Best Practices 19:16 - Worksheet #1: Lead Nurture Checklist19:27 - Part 2: Get More Leads 20:17 - The Referral Funnel 22:37 - Worksheet #2: Seed Client Exercise 24:43 - Worksheet #3: Affinity Marketing Cheat Sheet 38:15 - The Content Funnel 47:20 - Worksheet #4: What to Write About 49:57 - Worksheet #5: Golden Habits Checklist 50:09 - The Organic Social Media Funnel 51:29 - Worksheet #6: What to Post Where 58:34 - Worksheet #7: Sell-by-Chat Review 59:00 - The Paid Ads Funnel

The skills you’ve learned through fitness training can help you grow your business—if you know how to apply them.In this episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper explains why workout habits directly translate to gym ownership and entrepreneurialism.Every gym owner already has 11 critical fitness skills, such as resilience, adaptability, discipline and virtuosity, and Coop provides a plan to use those assets to grow your business. Coop also details his simple Golden Hour habit—doing one thing every day to grow your business before doing anything else. This daily period of focused effort can transform your gym the same way daily training transforms your body. Tune in to learn how to employ skills you already have and build a stronger, more profitable gym.LinksGym Owners UnitedBook a Call2:06 - Habits, resilience & virtuosity 9:58 - Progressive overload & recovery12:57 - Measurement, coaching & feedback20:33 - Accountability & adaptability22:39 - Long-term vision & hope

The data every gym owner needs is finally here! Two-Brain's sixth annual “State of the Industry” guide was released on Nov. 10 on "The Sevan Podcast." Check out this rebroadcast as hosts Sevan Matossian and Matt Souza break down key gym business stats with Two-Brain founder Chris Cooper.The free 72-page guide delivers critical benchmarks and insights from thousands of gyms worldwide, giving you the clarity to make confident decisions about pricing, staffing, retention and growth in 2026.How long are gyms keeping clients, and what's driving retention?What's the difference between big group, small group and one-on-one training, and why does this matter for your bottom line? How many members should you have before hiring your first coach? Why hasn’t coach pay increased despite rising gym revenues?How do you survive the November to December slump and capitalize on the January rush? Should you invest in paid ads, or are there smarter ways to grow? And, of course, how much are gym owners making?This episode is all about trends, surprises, best practices and actionable takeaways from the data. Get the guide and use it to build a profitable fitness business. Download the brand-new “State of the Industry” report via the link below! Links"State of the Industry" ReportGym Owners UnitedBook a Call0:00 - Intro and guide overview4:10 - Background on Chris and Two-Brain15:16 - Retention and churn19:48 - Gym growth by client count25:19 - Millionaire gym owners28:14 - CrossFit’s impact and future41:58 - Big group, small group and one-on-one59:49 - Cost to open a CrossFit gym1:06:51 - Tips for paid ads1:17:27 - Seasonal gym trends1:33:07 - Two-Brain Summit1:34:13 - Coach pay and development

How many clients should your gym have? What should you charge? When’s the best time to run classes?In this episode of “Run a Profitable Gym,” Chris Cooper shares highlights from Two-Brain’s 2025 “State of the Industry” report—a comprehensive analysis of stats from gyms around the world, including thousands of Wodify clients.Chris is joined by Wodify’s CEO, Brendan Rice, to discuss what the numbers reveal about gym performance as we move into 2026.They discuss trends in retention, attendance and profitability, and they share how top-performing gyms are increasing average revenue per member while cutting discounts.Chris and Brendan also talk about the shift toward small-group training, why fewer offerings often lead to higher profits, and how gyms can use this year’s data to set smarter goals for 2026.Tune in, get the facts and use them to build a stronger, more profitable gym.  Want the real numbers behind gym success? Grab the brand-new “State of the Industry” guide via the link below.LinksState of the Industry 2025Gym Owners UnitedBook a Call3:49 - The retention magic number8:21 - Class times in high demand15:22 - Class sizes & small group option22:59 - Headcount & revenue per member36:20 - Demographic shift opportunity

If you want to improve lead flow, add more high-value clients and generate more revenue, these three simple words can work wonders: “Bring a friend.”In this episode of “Run a Profitable Gym,” gym owner and chiropractor Dr. Braeden Cordts shares his secrets for using bring-a-friend events to replicate his very best clients and grow his membership. Braeden walks through his plan to get red-hot leads into a workout at Kôr Fitness & Performance in Minnesota, and then he lays out his air-tight follow-up process for turning those leads into clients. The final step: He uses a system to ensure every new member he recruits is a source of future referrals.Braeden's plan has produced amazing results: He's increased his membership nearly tenfold in just four years.Tune in to hear the full breakdown, then schedule your own bring-a-friend event to add clients and revenue before the end of 2025.Need an extra cash boost? Get the free “Year-End Revenue” guide in Gym Owners United, linked below. LinksGym Owners UnitedBook a Call2:29 - Process for bring-a-friend events6:45 - Bring-a-friend workout example8:12 - What to do after the workout13:15 - How to follow up with leads19:58 - Mind-blowing gym metrics

The holidays are coming—and for most gyms, that means fewer check-ins, more cancellations and panic about cash flow. But it doesn’t have to be that way.Today on “Run a Profitable Gym,” Two-Brain founder Chris Cooper shares five simple tactics gym owners can use to boost year-end revenue without falling into the discount trap.He explains how smart, seasonal offers—such as holiday retail presales, meaningful gift cards and “save your spot” promotions—can generate real income while keeping your clients engaged and excited.Chris also dives into using bring-a-friend events and January kickstart programs to attract new leads, re-engage old clients and strengthen relationships with current members.All five tactics are practical, repeatable and proven to work in real gyms just like yours.  Want to boost cash flow and retention? Get Coop's free “Year-End Revenue” guide in Gym Owners United, linked below. LinksGym Owners UnitedBook a Call2:01 - Retail presale5:32 - Gift certificates9:04 - Reserve spots for January12:44 - Bring-a-friend party17:45 - January kickstart group

What does it take to run two thriving gyms and serve more than 900 clients?Tyler Quinn has the answers: He operates two Denver fitness studios with nearly 1,000 members combined. But here's the surprising part: He didn’t reach these members with paid ads or gimmicks like discounts. Seventy percent of his new clients come from referrals.In this episode of “Run a Profitable Gym,” Mike Warkentin asks Tyler about the systems and strategies behind building high-volume gyms that actually work.Tyler explains how to stand out from competitors, how to scale Two-Brain best practices such as No Sweat Intros for 1,000 clients, and why fundamentals like clean facilities and genuine care drive 16-month retention.His gyms prove you don't need low prices to get high member counts, but you do need to build strong systems and provide great results for clients.Tune in to hear how Tyler scaled to 900+ clients without sacrificing quality.LinksGym Owners UnitedBook a Call1:17 - Tyler’s business model7:59 - How his client count has changed21:01 - Challenges of huge client counts26:18 - How he finds so many clients32:45 - The keys to retention

The average big-group gym has 129 members—but some Two-Brain gyms are thriving with 300-700 clients.Today on “Run a Profitable Gym,” Chris Cooper breaks down what the Top 10 gyms for client headcount are doing differently. Coop explains how five critical systems allow these gyms to retain clients for over 24 months, deliver a consistently high-quality experience and attract new members month after month.He also shares real insights from the leaders on how they reactivated former clients and found the perfect balance of class size and pricing to maximize value.Key detail: These gyms don’t need 300+ members to be profitable; every single one would be way into the black with just 150. That's your first target: 150 high-value members who stay for two years or more. After you hit that, you'll have a world-class business and can scale up if you want to.Tune in to hear how these elite gym owners grew their member counts with proven business fundamentals and mentorship—not gimmicks or discounts.LinksGym Owners UnitedBook a Call0:01 - Industry average client count1:36 - Gyms with the most clients2:46 - 5 things the Top 10 share5:42 - Quotes from the leaders11:25 - What the leaders don’t do

In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with gym owner and Two-Brain mentor Tim Caputo about a simple idea that brought in $720 in one hour—and generated six new leads.It all started with a client suggestion that evolved into a “moms and kids” pop-up class. The event sold out quickly, generated profit right away and opened the door to a steady stream of high-quality referrals.Tim explains the strategy behind his pricing and promotion, how he used the class to build relationships and why this type of event works even in slower seasons.He also shares how he designed the workout to be fun and accessible while creating an experience that kept participants talking long after it ended.Tune in to hear how a single pop-up session can generate immediate income and new leads. LinksGym Owners UnitedBook a Call1:07 - Pop-up class logistics4:20 - Pricing & marketing the class8:11 - Post-event lead generation10:22 - Planning the pop-up class14:49 - Changes for his next pop-up

Feeling pressured to run a Black Friday deal at your gym? Don’t do it.Your gym is a premium service provider, and it should compete on results and relationships, not price.In this episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper breaks down the dangers of discounting and explains why most gym owners who offer sales end up trapped in the “discount death spiral.”Black Friday deals attract the wrong clients and weaken your brand, and you have better ways to grow your gym during the holiday season.Coop shares simple, high-value alternatives, including running bring-a-friend events and adding bonus offers that don’t undercut your pricing. Tune in to learn how to make this Black Friday your most profitable yet—without slashing your rates or cheapening your brand.LinksGym Owners UnitedBook a Call1:20 - Why not offer discounts?2:43 - 5 dangers of discounts7:26 - Focus on value instead8:07 - Run alternative promotions13:36 - Use the Prescriptive Model