22 Lessons From 20 Years as a Gym Owner

Twenty years of gym ownership will teach you things no course ever could.Chris Cooper’s gym, Catalyst, recently turned 20, and today on “Run a Profitable Gym,” Two-Brain's founder is sharing 22 lessons he’s learned over the last two decades as a fitness entrepreneur. Chris reveals the early mistakes that nearly cost him everything and the systems that finally gave him stability and freedom. He also explains how mentorship and self-improvement helped him acquire critical skills and avoid expensive missteps.You’ll find out why coaching skills rarely determine long-term gym success and what actually separates gym owners who survive from those who eventually burn out.Among Coop’s top lessons: Fix yourself before fixing the business, consistency matters more than intensity, and gym owners aren’t selling workouts—they’re selling hope.Tune in for two decades of hard-won wisdom that could save you years of pain and tens of thousands of dollars.LinksGym Owners UnitedBook a Call1:04 - Pre-2005 to 200927:15 - 2010 to 201344:06 - 2014 to 201759:13 - 2018 to 20211:11:45 - 2022 to 2025

Hyrox affiliation gives Rob Sowden-Taylor 25 to 40% of his gym’s leads and creates long-term members who stick around for an average of 2.5 years.In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Rob, owner of Ion Strength and Conditioning in Wales, to break down exactly how he uses Hyrox as a client-acquisition tool.Rob shares how he structures Hyrox simulations to maximize participation and revenue, running more than 120 people through them in just four hours. About half his event participants are existing members—boosting average revenue per member—and the other half are new people, providing fresh leads for his gym’s ongoing services.Tune in to get the complete blueprint for implementing a Hyrox program that generates leads and boosts revenue.  Read Rob’s full Hyrox ROI breakdown, linked below.LinksRob's Hyrox ROI BreakdownGym Owners UnitedBook a Call1:06 - Rob’s new Hyrox lead stats8:35 - Running Hyrox simulations12:09 - Where leads come from15:43 - Pricing the simulations24:16 - How to set up an event

If you put all your clients on podiums and celebrate their achievements, they'll stay longer and you'll earn more. Today on “Run a Profitable Gym,” Chris Cooper breaks down the in-house competition he’s refined over 15 years: the Intramural Open. The four-week event can be run completely on its own or combined with the CrossFit Games Open.Two-Brain's signature fun competition is a win for everyone: Clients get podium moments they can’t get anywhere else, and gym owners see measurable improvements in retention and average revenue per member. Plus, Coop has added a special bring-a-friend workout that's an A+ marketing opportunity.From setup logistics to post-competition revenue boosters, Coop lays out the exact steps for running a successful team competition in your gym. You’ll even learn how to offer pre-event programs and specialty clinics to generate additional revenue before the competition begins.Chris also shares survival tips to avoid burnout and refresh the open if you've run the event before. If you’re ready to boost revenue and retention and fill your gym with good vibes to start 2026, this episode is for you!To download the Intramural Open guide, head to Gym Owners United via the link below.LinksGym Owners UnitedBook a Call8:04 - Setting up the Intramural Open11:51 - Pre-open activities18:14 - Points and scoring23:51 - Results = more money28:28 - How to refresh the open

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper explains why gym owners need to stop consuming clickbait speculation about CrossFit’s sale and start working on what actually matters: their businesses.Stop paying the “distraction tax”—hours spent watching videos, scrolling comments and worrying about things you can’t control cost you opportunities to generate revenue, build client relationships and preserve decision-making capacity.To give you a concrete plan to improve your business in a time of uncertainty, Coop walks through a five-step process you can use to objectively measure the value of any gym affiliation using real numbers:✅ Check local search volume for the brand✅ Track where your leads come from✅ Calculate marketing ROI with a simple formula✅ Measure revenue from affiliation programs✅ Assess retention value among engaged membersIf you decide to rebrand, Chris also covers the true costs, from domain changes and social media updates to new signage and content, so you understand what’s actually required.The key takeaway: CrossFit LLC (or any brand affiliation) has never had less impact on your success than right now. Your coaching, client relationships and business systems actually drive results.Watch this episode to get the decision-making framework that will help you make smart, data-driven choices about affiliation. Then get back to work.LinksMeasuring the Value of AffiliationThe True Costs of RebrandingGym Owners UnitedBook a Call1:09 - Don’t get distracted2:53 - Help with affiliation decision9:31 - A rebranding plan12:48 - Get back to work14:15 - The decision to make now

Industry data reveals that 2026 could be the best year gym owners have ever seen.Revenue is up across every gym model, average revenue per member is rising, and even the lowest-performing gyms are earning more than they were a year ago.In this episode of “Run a Profitable Gym,” Chris Cooper presents data from Two-Brain’s latest “State of the Industry” report and highlights 10 reasons gym owners should be optimistic for the year ahead.He explains why personal training and small-group training continue to outperform during uncertain economic times, how predictable competition formats such as Hyrox are driving retention and revenue, and why gym owners are finally starting to charge what their services are actually worth.He also looks ahead to some of the biggest opportunities for gym owners in 2026: closing the business knowledge gap and using AI as a tool to make human coaching even more valuable.Tune in for the full breakdown, and to see the data for yourself, download the “State of the Industry” report via the link below.LinksState of the IndustryGym Owners UnitedBook a Call0:25 - Revenue and recession proofing2:24 - Opportunities with Hyrox and MetFix7:13 - Success with small-group training13:59 - Charging more and keeping clients longer18:05 - Business knowledge and AI tools

About 65% of small businesses fail by Year 10, so very few gym owners get to see what works across two decades of ownership.But Bill and Staci Russell have endured to achieve something rare: Their gym, CrossFit Cleveland, has been their sole source of income for nearly 20 years.In this episode, Bill shares hard-earned lessons learned from surviving multiple economic cycles, overcoming staff challenges, adjusting to market shifts and making personal pivots in the fitness industry.Bill and Two-Brain founder Chris Cooper—another two-decade gym owner—review practical lessons younger gym owners often miss, including:- Demand must be present before you commit to a facility.- Your first target market is often wrong.- Staffing mistakes compound over time.- Culture problems can be prevented before they appear.- Surviving is not succeeding.- Smart, ethical exits and transitions are possible.Whether you’re early in ownership or deep into it, insight from these two long-serving entrepreneurs can help you make better decisions that will set you up for years of profitability, success and happiness.LinksGym Owners UnitedBook a Call5:55 - Proof of concept12:41 - Knowing your target market22:24 - Hire slow, fire fast37:55 - New gym owner mistakes43:25 - The secret to 20 years

Why do most gyms plateau at 122 members? The answer: leadership.In this episode of "Run a Profitable Gym," Two-Brain CEO Chris Cooper explains how your leadership skills determine whether your gym grows, stalls or shrinks.Your gym will rise to the level of your leadership and fall to the level of your worst staff members. To take your gym to increasingly higher levels, you must evolve as a leader. Chris presents the four phases of leadership for gym owners and lists the skills required to climb the ladder:✅ Founder—Master self-leadership with focus and discipline.✅ Farmer—Build team leadership through clarity and systemized delegation.✅ Tinker—Develop peer leadership by collaborating and mentoring.✅ Chief—Become a better storyteller and improve your ability to create and inspire new leaders.To avoid outpacing your leadership development, Chris recommends you build your gym business plan with 150 members as your first target—not 300. If you try to go big too soon, you'll always slide back to 120-150 members. But if you learn to serve 150 people in a rock-solid business and develop your CEO skills, you can acquire as many members as you want or move on to the next legacy-building project.Watch this episode to get clarity on your current leadership phase and learn exactly which skills you need to break through to the next level.LinksGym Owners UnitedBook a Call2:17 - Why gyms plateau at 122 members9:02 - Founder: self-leadership11:35 - Farmer: team leadership14:43 - Tinker: peer leadership18:20 - Chief: tribe leadership

Unleash’d Strength Gym generates 15 times as many leads as the average fitness facility and sets eight times as many appointments. In this episode of “Run a Profitable Gym,” owner Joseph Strada reveals the tactics that produce 200 leads and 60 sales appointments per month.He walks through his marketing funnels, explaining how he earns leads through organic social media outreach, paid Meta ads and referral-driven events such as monthly pancake breakfasts.Each funnel includes a systemized, VA-driven follow-up process that turns interest into booked appointments instead of lost leads.Joseph also explains how he improved his online presence by auditing his website and optimizing his gym’s Google Business Profile to boost SEO.Two-Brain teaches clients to build and operate four marketing funnels that produce high-value clients regularly. If you aren't turning leads into members, analyze your funnels and remove the clogs fast—a mentor can help. Use the link below to find out how to use the Prescriptive Model to close sales and get results for clients.Also linked below: “Help First” by Chris CooperLinksThe Prescriptive Model"Help First"Gym Owners UnitedBook a Call2:57 - Lead-generation strategies15:02 - Automations and hiring a VA22:15 - Optimizing show rates27:35 - Sales process and closing30:25 - Advice for gym owners

Most coaching gyms add just five clients a month—but the world’s best fitness facilities are consistently adding more than 20 with stellar sales systems.In this episode of “Run a Profitable Gym,” Chris Cooper analyzes the data behind top-performing marketing funnels, and he reveals which tactics landed these owners on our Top 10 leaderboards, from instant lead follow-up to simplified booking procedures, consistent organic marketing, airtight lead nurture and sales practice reps.You’ll also learn how mentors help gym owners identify weak spots in their funnels and tighten their systems so they can add large numbers of ideal clients month after month.Tune in to discover exactly how elite gyms around the world are generating more leads, booking more appointments, increasing show rates and closing more high-value sales.Get Coop’s “Generate 30 New Leads in 30 Days” guide in Gym Owners United, linked below. LinksGym Owners UnitedBook a Call1:49 - Marketing and sales leaders7:33 - Strong systems10:37 - Lead nurture11:49 - Events and niches13:00 - Consistency and tracking metrics

The fastest way to figure out what people want is by asking the right clients the right questions.Today, Mike Warkentin sits down with gym owner Toni Roy of Breathe CrossFit to break down how the Pumpkin Plan transformed her business.Following the steps, Toni created a list of clients who bring her the most joy and a second list with her highest-value clients. Typically, a gym owner circles the clients on both lists to ID the members they want to replicate. In Toni's case, the groups had zero overlap. This insight pushed her to rethink her offerings and create a hybrid membership built around CrossFit, personal training and nutrition—a combo that delivers better results for clients and boosts average revenue per member.Now, regular Goal Review Sessions allow her to continue the conversation: She can catch problems early, celebrate successes and upgrade prescriptions to serve clients better. Toni also gives a behind-the-scenes look at the new-moms group she developed with her Two-Brain mentor. The support-centered program is already turning into a relationship-building referral funnel. Tune in to learn how to identify your best clients, provide more value and grow your revenue.Use the link below to buy your tickets to the 2026 Two-Brain Summit and hear from Pumpkin Plan creator Mike Michalowicz!Get the exact questions to ask in your Seed Client interviews via the link below!LinksTwo-Brain Summit TicketsSeed Client Interview QuestionsGym Owners UnitedBook a Call1:46 - Using The Pumpkin Plan6:14 - Ask what clients want10:09 - Increased ARM13:28 - Tips for doing the exercise16:29 - Taking action with a mentor