In this episode of “Run a Profitable Gym,” Chris Cooper and Mike Warkentin run through the jaw-dropping speaker lineup for the 2024 Two-Brain Summit, which goes down June 8 and 9 in Chicago.
At the Summit, gym owners will hear about everything from building $1-million net worth to leveraging the four different personality types found in a business. Coaches will upgrade their skills and learn how to build careers in fitness by generating more revenue for themselves and their gym.
Among those taking the owners stage are 2008 CrossFit Games champ Jason Khalipa, Brian “Tosh” Chontosh, Jonathan Goodman and Carrie Wilkerson. Speakers on the coaches stage include Bill Parisi, along with Christi Novak and Darren Hunsucker of Mayhem Nation.
And these speakers won’t just be lecturing; they’ll run interactive workshops where you’re given simple, actionable tasks to complete on the spot to improve your gym or career.
Links
Be sure to get tickets before they sell out: Two-Brain Summit
Gym Owners United
Book a Call
0:38 - 2024 speaker lineup
7:23 - Think "workshop not lecture"
13:30 - The four avatars
21:11 - Be curious about your members
27:42 - Keep your business growing
In this episode of “Run a Profitable Gym,” Chris Cooper and Mike Warkentin run through the jaw-dropping speaker lineup for the 2024 Two-Brain Summit, which goes down June 8 and 9 in Chicago.
At the Summit, gym owners will hear about everything from building $1-million net worth to leveraging the four different personality types found in a business. Coaches will upgrade their skills and learn how to build careers in fitness by generating more revenue for themselves and their gym.
Among those taking the owners stage are 2008 CrossFit Games champ Jason Khalipa, Brian “Tosh” Chontosh, Jonathan Goodman and Carrie Wilkerson. Speakers on the coaches stage include Bill Parisi, along with Christi Novak and Darren Hunsucker of Mayhem Nation.
And these speakers won’t just be lecturing; they’ll run interactive workshops where you’re given simple, actionable tasks to complete on the spot to improve your gym or career.
Links
Be sure to get tickets before they sell out: Two-Brain Summit
Gym Owners United
Book a Call
0:38 - 2024 speaker lineup
7:23 - Think "workshop not lecture"
13:30 - The four avatars
21:11 - Be curious about your members
27:42 - Keep your business growing
Whoop you Nbb some unreal speakers for the summit this year. Am I right?
Speaker 2:Yes. My favorite lineup ever.
Speaker 1:Is it really? Oh man, I, I gotta hear this. And so do our listeners. I'm Mike Warton . This is Run of Profitable Gym to Wayne , founder Chris Cooper is here, and he's gonna give you the lineup for a 2024 summit for gym owners and coaches. It goes down June 8th and ninth in Chicago, Illinois. You can get tickets in the show notes, and I'm gonna give you a special note. Those tickets are $100 off until April 1st. The clock is ticking, so head there, if not right now, right after you hear this lineup. Enough of that, coop , get to the lineup. Who did you manage to lock down for this summit?
Speaker 2:Yeah, man, I , so I'm super stoked about this. Mm-Hmm . You know, in years past, we've had Jocko Willink , we've had Seth Godin , Lisa Nichols, Dan Martel , massive, massive speakers, but I'm actually most stoked about this one. Really? Yeah, man, because for a couple reasons like these, these guys are big names in the fitness industry, guys and girls, of course . But also, you know, I, I know exactly what they're gonna be talking about and it's exactly what Jim owners need to hear right now. Like, our theme is virtuosity. Let's get into the , the one-on-one presentations here.
Speaker 1:Yeah, let's do it. Roll.
Speaker 2:Okay, man. So, Jason Khalifa is one of our like favorite speakers of all time. And this year he's actually gonna kick the summit off. So he's gonna be talking about virtuosity in the gym business. And I'm not sure he is ever shared this story before with gym owners for what he's going to talk to us about. But he's gonna give like, good examples of expanding an empire really, really quickly, condensing it down to its most important parts, and then building back up and like the lessons that he's learned from that. It's an amazing story. Jason's actually a pretty humble guy despite all his success, and he's totally transparent with this stuff.
Speaker 1:And man, he's got some energy, like he brings energy to this thing. Like, I saw him leading the workouts like five 30 last year, and like he was fired up to go. And I had to get on my, on my a game , going to photograph that guy with a wide angle lens 'cause of his arms, <laugh>.
Speaker 2:It's very hard to keep up to this guy. He really is. He calls me once a week to talk about this, like, he is stoked and , uh, he had so much to the, to the summit. It's gonna be good. I mean, if you flew in, you listened to Courtney's warmup, hilarious. You listen to Jason and then you flew back out again, like the , the flight and ticket would be worth it just for that.
Speaker 1:You'd be ready to run through a brick wall with him speaking first, I think.
Speaker 2:Oh, a hundred percent . Like it's, yes, he's gonna improve your business, but he'll probably put 10 pounds on your clean jerk while he's there. <laugh> like he's that good at this. Another speaker that I'm super stoked about who we haven't had on stage before, but we've been close with for years is John Goodman . Mm . Uh , so yeah, John works with online trainers around the world. He's written some really amazing books and , uh, right now, like he's, he's especially focused on things like Instagram. He's got this brand new book coming called The Obvious Choice, and he's gonna have a lot of copies of books there nice to sign, you know, and we're gonna give him away, obviously, like we're gonna buy them for a lot of attendees and he's gonna get up on stage and he's gonna talk about people who buy, buy lots. And it's really about like knowing who your ideal client avatar is, and then just giving them more and more and everything that they want to solve their actual problems and becoming the obvious choice for those people in your market. If you haven't heard John speak before, you're gonna be blown away. Like, this guy is a genius at making complex tasks like marketing, really, really simple and actionable. And so, you know, John's talk will pay for <laugh> all of your travel and, and summit tickets and everything else too, if you just take action while you're, while you're there, well,
Speaker 1:That topic lines up exactly with two brain business staff , what we're talking about. Find your ideal clients and then serve them to the nth degree to give them the value they want. Your gym is profitable, like that sounds like a perfect matchup.
Speaker 2:It's so good. Yeah. And you know, we've been exchanging ideas and stuff for years, but yeah, that's, you know, people who buy, buy lots that is absolutely in line with you, providing the best value to your best clients and giving them everything that they need so they don't have to like try 50 different gyms. You're just solving their problem for them . John's a master of that.
Speaker 1:That's an average revenue per member booster right there. I guarantee it.
Speaker 2:A thousand percent, man. So good. Another big name that we're bringing in this year is Carrie Wilkerson. Carrie is my business mentor, and she is , uh, she's been doing this for a long time. Um, she's the author of the Barefoot Executive and , um, she's spoken at our Tinker meetups before. She's like a fan favorite. She's gonna talk about building an impactful business and life you love with the three margins. So this is really interesting. And Carrie's, she's a professional presenter, you know, she goes on stages, she does this for a living and I haven't heard this talk from her before the three margins, so I'm super stoked for that.
Speaker 1:What's the short version of how you found her? How did you find her as a mentor?
Speaker 2:Yeah, I had to pass through several places. Uh, so I was , um, I was working with Todd Herman who wrote , uh, the Alter Ego Effect. Before that I was working with Dan Martel, who just wrote Buyback Your Time, and they were kind of in this secret group for business coaches. And , uh, I joined that group after working with the two of them for about five years. And then in that group, one of the coaches, so that the person who's coaching the business coaches who coached the business coaches was Carrie . And so she is , she's been doing this for a long time. She's very senior. She knows how to get action from people. She's also an amazing storyteller. And , um, you know, that's why she's such a fan favorite and , and I'm stoked to have her there. Me
Speaker 1:Too. Yeah .
Speaker 2:Also on the, on the , uh, owner stage, Brian Chantage , I mean, this guy literally just rode a boat across the Atlantic for his big Fish foundation. Uh, big Fish Foundation is our , um, title charity this year. And, but Toss is just an incredible guy with such an amazing set of stories in the background. Like, I, I don't even wanna share all of them here, but like his military stories are the stuff that you used to read in like comic books, like guys , it's incredible. Yeah . Storming a nest of machine gunners and like taking them all out by himself. Like it's this kind of stuff. And these are the stories and the experience that ts brings. But more than anything else, he's just such a great role model. Like, you, you hear him and his humility and you know his background and, and you leave and you think like, I just wanna be like that guy.
Speaker 1:He's pretty cool. Yeah.
Speaker 2:Yeah. I mean, you've got more experience with him than I do, Mike, but you
Speaker 1:Know what, I've never met him. Actually, it's funny, I've been in so many of the same places and Nicole Carroll was like, oh, you gotta meet Ts and he's over there somewhere and I never got a chance, but I've bumped into and around him so many times and like the stories and stuff, and if you guys don't follow him on Facebook or Instagram, check him out because he posts some really cool stuff. You know, just as an example, I have saw a video of him. He had a trail camera and a cougar came by, I think, and took a pee. And so ts went out and checked his trail camera and peed in the same spot and just said, it's on. That's the kind of guy he is.
Speaker 2:<laugh> , this is the guy . Yeah, you wanna follow this guy? I mean, you know, all of these people really follow him on Instagram. John Goodman especially, you want to be there, you'll learn just by watching him go. And Tash just makes you want to be a better human, you know? Um, and then, you know, these are, these are the speakers we brought in, but honestly, our mentor team is so good <laugh> that we've put a lot of them on stage too, and they're so passionate about this, you know , they all get speaker training, so they're professional presenters. They're not just going up there and winging it and boring the audience. Like they're getting up there, they're presenting a topic, they're doing it extremely well. They've had success, they've coached other people to success in using these things, and you're going to actually work with them. It , it is more of a workshop than a , a lecture. So you're, you're given work to do while they're on stage. And these presentations were so good this year, honestly, Mike, that like, I couldn't even get on stage <laugh> , like I made a pitch and it wasn't in the top five. That's how good these guys like, they're so good. So Kieran Oyer and Nick Habit are actually teaming up. Kieran is so, so, so good at the social media funnel, and he's gonna tell people what to do and he is gonna give them an exercise to have them like actually making their social media posts there. And then Nick is gonna get up and talk about non slimy sales. Nick has become extremely good at coaching people to buy memberships at his gym, coaching people to buy coaching, and he is gonna teach you how to do it. These guys are both like super organized, super tact , tactical, and they're a lot of fun too. And that's why I love having them up on the stage. You
Speaker 1:Know, what's funny about Nick, and I believe I saw this in his pitch, I think he said , uh, he used to be an Army recruiter, if I'm not mistaken. He said, if I can sell people into that job, I can sell people into a gym and I can teach you how to do it too.
Speaker 2:It's funny, man, like I often say a gym membership is the hardest thing to sell. Like, nobody wants to do it. It's gonna be hard. It's not gonna ever get easy or fun , like, but I think it's probably the second hardest thing to sell behind the army.
Speaker 1:Yeah. But Nick's a great guy and he is gonna help people out. And , uh, teaming up with Kieran is amazing because I saw in our last office hours for clients, he had a huge crew of people working on their social media funnels and it was a big deal. People were fired up to get outta that meeting.
Speaker 2:Yeah. Kieran's a a young guy, he's brilliant at creating systems and people in Two Brain often just like, copy what Kieran does, and Summit attendees are gonna get to do that too. So I'm stoked for these guys. Nice. We actually have a panel too. So for the first time at Summit , uh, we do this in the Tinker Group sometimes is , we'll , we'll bring together three or four experts, put 'em on a panel, and then I'll just ask questions and you'll get different perspectives. Mm-Hmm . <affirmative> now often, often we don't do this because I want you to have the answer, like I want you to , to just go and do the thing, but sometimes it really helps to get some context on things. So what we're doing is we're bringing up the founders of Kilo What and Push press and , and we're gonna put them on stage and we're gonna ask them specific questions about metrics. So we're not gonna say like, what features do your software , uh, you know, it's, it's going to be like, what do you think is the most important metric that a gym owner can track and why is that? And each one of them has a different perspective , uh, but they're all good. And, you know, they're all heavily involved with gyms. Uh, two outta the three started as gym owners. They all work with thousands of gyms around the world. And so they've got kind of this like unique perspective. And so I'm, I'm really stoked for that panel because it allows each one of the three of 'em to give like some some brilliant insight on what they think is most important and why.
Speaker 1:And those three companies were a big part of our , uh, state of the industry guide this year and provided a ton of data. So like that report, which you can get for free is incredible, and it's full of data from Two Brain of course, but then also from the software partners who give us all sorts of insight into popular class times, revenue, retention, all this other stuff. I think that's gonna be really cool and it will be really interesting to see the different perspectives because you, like you said, they're all a little bit different.
Speaker 2:They are, yeah. And so, you know, I , I listened to Dan Yamar talk about the , the North Star metric of , uh, client adherence. Mm-Hmm. <affirmative> . And it really makes me fired up to get people to class more , you know, and then I, I listened to John at , uh, kilo or Kalita , the CEO of Kilo, and they talk about like retention and engagement. It makes me really, really stoked to go out there and just like, send my clients more text messages, send them more videos, you know, like get them engaged, map out their journey. And then I listened to, to Brendan and I think like, man, I, I can really do a lot for my clients that will also benefit my business too. Like, these people are all absolutely brilliant. They have different areas of focus and they just get used stoked up to think about numbers, honestly.
Speaker 1:Well , and one of the things you brought that out on the , when you got Brendan Rice on the podcast recently was passing on , uh, processing fees to clients. He's got apparently just, you can click a button now and it shows you this is what you could save by making this small little change to pass on processing fees. What a great feature for gym owners to at least see what they're actually giving up and how they can use that to either make more money or, you know, put the price, you know, that price into their membership fees or whatever, so they're not losing money on processing.
Speaker 2:Yeah, I , I mean, and that's it, it's, it's these conversations that I have with them , you know, Brendan just mentioned this to me one time and, you know, record scratch, it's like, wait a minute. You can add about 7% profit to a gym's bottom line just by flipping this switch here. And like you're gonna tell 'em how to do it. And very minimal kickback. I mean, this is adding thousands of dollars to a gym owner's bottom line every year. And it comes outta these conversations. And that's why I really wanna invite the thousand gym owners and coaches who are there to sit in on this conversation with me and just kind of get the value of, you know, everybody playing together and jamming. It's awesome.
Speaker 1:I bet one of our clients comes up with some crazy idea or question, throws it at these three people, and all of a sudden they are getting a race to build something cool for gym owners. I bet something like that happens.
Speaker 2:Very, it happens. Yeah. I mean, one of the, the greatest things about the, the collaboration between these companies is that, you know, we all add data to the, say the industry. We all work together for the betterment of micro gym owners around the world. Like CrossFit HQ can't do that FitBody bootcamp, like they all the franchisors. They can't do that with as much breadth and depth and power as the four of us working together. And, and that's why I'm super stoked to get these guys up on stage, collaborating together, answering questions, and just kind of almost brainstorming
Speaker 1:Rising tide floats all boats. I love it. Who's next? Who else you got?
Speaker 2:Well , I know you're gonna love this one. Brian Bot is gonna talk about leveraging the four personality types to boost sales training and teams.
Speaker 1:I like Brian. Yeah,
Speaker 2:It's so good. So good. And you know, more and more if there is a trend in the coaching business, it's probably towards semi-private small group right now. And, you know, we published this guide, first a series of podcasts and then a guide several months ago called the Four Client Avatars. And so many people said, I get it now. And it like, it solves so many problems for them . And they started using this guide and they started coaching people better. They started like signing people up better, they started keeping people better, and they also applied the guide to their coaches. And it's like, oh yeah, this coach is the, you know, the expert introvert, this coach is the passive extrovert. Oh, now I know how to relate to 'em better. And it's just like a simple model for working with people. It's brilliant. Uh, and, and that's why I love it, and that's what bot's gonna present on stage to the owners is these four personality types to boost sales training and teams.
Speaker 1:Those posts, when we talked about those avatars, there was four of them. We put them together and we, we talked about how you can use like, how to sell to an extrovert or something like that. Different things. We put them up on social media. They were a huge hit. People were super interested in them. That guide was a huge hit. And Brian is a very funny, very great speaker. So I saw him for the first time last year , uh, at the Turin summit. He was great. He was talking just on semi-private stuff there. This is gonna be really, really fun. And I think he's just gonna be entertaining, but also super insightful.
Speaker 2:Yeah, man, he he's so good. And it's so helpful just to understand this, that , uh, you know, that's one of the most popular free guides we've ever, ever published is the four avatars. If you want it, you just go to gym owners united.com, search for avatars in that group, and we'll just give you the guide. You know, it's, it's so helpful. Also on the owner stage this weekend is gonna be Jolene Bigham talking about creating a world-class client experience. You know, what we wanna believe is gym owners is like, if we give people results, if we help 'em lose weight, if we help 'em get stronger, if we help 'em like do their first box jump, we're gonna be successful. Right? And that's what we want to all believe. That's not what actually happens. Like what actually happens is you have to do things to retain a client. It's really, it's really not like the reality even of what's happening, but the way that the client experiences that, that's important. So if a client is getting amazing results, but your lobby is dirty or the door lock system doesn't work and they can never get in when they wanna get in, like they're going to quit, it's, it's almost like the, the results come secondary. And so Jolene is gonna talk about creating world-class client experience, because if you've got a world-class client experience, you're gonna keep people at your gym longer , they're gonna get better results, they're gonna love it more, they're gonna refer more friends, et cetera, et cetera, et cetera. And this is kind of like the operating system on which you should be running your entire business.
Speaker 1:Yeah, I like Jolene a lot because she is super detail oriented and super focused and she pays attention to small things. She's just like, if I asked her right now, if I send her DM and said, Hey, where will you be in 73.5 minutes? She could literally tell me based on her crazy schedule, how organized she is. And I love how she brings that in a presentation that's just clear and focused and you can take action. So she's gonna be a great one.
Speaker 2:Yeah. One thing all these people have in common is they are geniuses at making complex ideas, simple and actionable. Yep . Like you could take any one of these presentations and make an entire business book about it, 300 pages, but what they're gonna give you is like the one page do this right now. And in most cases they're gonna say, let's do this together right now. Mm-Hmm . <affirmative> . So the , the reason that people love the summit and why there's already 700 tickets sold, and it's the beginning of March and like it's gonna sell out at a thousand tickets this year, is because it's not just lectures. You're not sitting there. You should be signing up for my nutrition coaching products, software, whatever. It's, let's work together and let's actually do these things. Right now. It , it's more like a workshop. The cool thing this year too is that like what's going on in the coaches stage really, really supports and aligns and , and supplements what's going on in the owner stage two at the exact same time. So we can get into that too if you want.
Speaker 1:Yeah, let's do it. I love it. The , the coaches side is, is very, it's a different audience, but it , there's just a synergy between the two sides. And you can't , if you , if your coaches are on your page as an owner, your business will succeed.
Speaker 2:Yeah. You know, the , the greatest thing that you can do for your business, honestly, is like, bring your, your coaches to something like this . Get them stoked up and give them one good idea. So if, for example, your coaches show up in Chicago with you, and after listening to Bill Parisi , spoiler alert, they're like, oh, we need a system to train high school athletes. Here it is. And they're stoked up to do that. Wow. Like, you've just added another leg to the chair of your business here and you're letting them pursue their passion. It's growing the pie for everybody. And now you've got an excited staff member who's excited to grow your business. I mean, there's nothing better in the world. So I already gave that one away, but Bill Parisi is gonna be speaking, he's the founder of Parisi Speed School. They have just over a hundred , uh, licensees affiliates in the states right now. They work with young athletes, high school athletes, college athletes. They're a strength and conditioning program that works kinda like a belt system. So there's a progression that they've built. It's again, absolutely genius. Bill is a very popular speaker, but he is never been on our stage before and we're really stoked to have him .
Speaker 1:Yeah. Speed's. Cool . So he gave him a 20 minutes plot instead of 60.
Speaker 2:Exactly. Yeah. It's like when you're listening to this podcast and you hit double two x <laugh> speed. Yeah. So that's
Speaker 1:How Bill's no one does that. They wanna slow it down so they can get more <laugh> without
Speaker 2:This guy is so chock full of knowledge, like you , I could talk to him for hours and hours and hours and just learn and learn. So it , it's awesome. Alright ,
Speaker 1:Who's next?
Speaker 2:Another big headliner this year is Mayhem Nation. So Mayhem is, yeah, I know. So Mayhem is our programming sponsor this year. So they're gonna show up, they're gonna lead the morning workouts, they're gonna follow Mayhem programming, they're bringing some coaches, Christie Novak and Darren Sacker are going to lead a session on a coaches stage about handling some of the most difficult coaching challenges. This is awesome because it's not just like form correction, it's like client doesn't do what you tell 'em <laugh> client isn't listening. Mm-Hmm. <affirmative> a client thinks they're doing it right, but they're not, like, these are very experienced coaches from Mayhem who are going to help your coaches and really get your coaches super stoked. Like there , there's definitely a , a fan quality here where your coaches are gonna be excited just to meet Christie and Darren from Mayhem.
Speaker 1:Yeah. And this is like a nice technical thing. Like we , we, on the coaches side, we talk about business stuff as well, building careers and things like that. But this is a nice technical coaching side where it's like, here's yes, it's not enough to see that this person's doing it wrong. Here's how you actually fix, get them moving, here's why they might not be listening to you. Things like that. Like I love that coaching side of it too, and it's a great way for the coaches and that hands-on way to get moving and probably practice things.
Speaker 2:Yeah. I mean , I I , I would love to have two of me at Summit just to go do the coaches side stuff too, like more than ever this year. So what they're learning is making them excited, but it also helps your business. You know, the , the first speaker is Chris P and he's gonna talk about unreasonable hospitality in the micro gym industry. He's gonna talk about the things that make us different from the big change , the things that we can do that add personal touches to the client. Like, you know, knowing their kid's name, knowing that their dog was sick last week. These are really important things, but it's unreasonable to expect that you would get this from a business, right? Mm-Hmm. <affirmative> , I mean, and that's what Chris is gonna talk about. So Chris is a tinker. He is a very high level , uh, two brain mentor and client and , uh, he follows these principles all the time in his own gym. These are from the books, unreasonable Hospitality and Setting the Table. And he's gonna tell you how to apply those in your gym. So if you're a fan of those books or you're a fan of the, the TV series, the Bear, you're gonna see a lot of this stuff coming into play and he's gonna tell you how to do like the bear in your gym.
Speaker 1:Wow. Chris is a , is a great speaker as well. I'm super looking forward to that one. I'll give you guys listers , uh, something to try right now to get it ready for , uh, Chris's presentation. Take a look at your last group picture from your holiday workout. Go through as fast as you can everyone in the picture and name what they do for a living. And if you can't, you might have a thing where you wanna just start digging into your membership and finding out more about your members. Try that. Alright , what else we got?
Speaker 2:Just being curious about your members is a massive tool that you can use for retention and that's something Chris is gonna talk about next. Uh , Matt Temby is gonna come up. So Matt is actually the head of sales for Two Brain . This guy gets coaching and mentorship in sales and he's gonna talk to the coaches about why they should want to sell and how to sell better. I know a lot of owners get good at selling, some are uncomfortable with it. Whatever we want the coaches to feel comfortable about the process in a gym selling is just coaching. Like the first act of coaching that you ever get to perform with somebody is getting them to pay and show up the next day. And so Matt is gonna help your coaches understand that, help 'em through the process, help 'em encourage people to like, upgrade, et cetera .
Speaker 1:So Matt's not gonna, you know, get up there and recreate the Glen Gary , Glen Ross always be closing scene. Is he?
Speaker 2:No, no. <laugh> that would be funny. But that's not Matt . That's not Matt.
Speaker 1:Alright .
Speaker 2:The thing about Matt is like, he is another guy. You just want be like him. And so if he's a salesperson, I wanna be a salesperson, you know , he's awesome. And then , uh, Brian Bos gonna present to the coaches too, and he's gonna talk about programming for Semi-private. Now he talked about semi-private last year. He's gonna talk about semi-private from the business side on the owner stage, and now he's gonna teach the client or teach the coaches how to program for clients in semi-private. It's a really interesting model. So as an example, you know, I'm a client of semi-private at my gym Catalyst. And so when I go over there today at 11:00 AM there will be three other people in the group. One , uh, she's a , a busy entrepreneur with four kids. Another person is like one week away from having a baby, and a third woman is , uh, she just lost her husband, unfortunately, to Alzheimer's. And so she's worried about like lifespan and health span . We're all at completely different levels and we're all following our own programming. I trained for cycling, we're , but we're gonna share one coach. And so we get this kind of like little community where everybody cares about each other. I'll walk in and it's like, coop , what's up <laugh> ? You know, it's, it's a lot of fun. I'm doing back squats, they're doing something else. We're sharing one coach. Uh, and that's what Semi-private is. And so he's gonna talk about like how to build programs for each of those four different people in that group. And I think like a programming talk is probably long overdue on a coach's stage.
Speaker 1:Yeah. And if you were there last year, you saw Brian talk about semi-private programming. He brushed up against a little bit of this stuff in his overview of the whole thing, but this is gonna be detailed on the programming side. So if you happen to see him last year, know that you're going further this year, and if you weren't there, he's gonna bring you right up to speed and then show you how to dial this in as a coach, which is a really, really cool way for you to make more money as a coach and for the owner to make more money. Whenever I've messaged Brian literally and said, Hey, what are you paying your coaches at your gym? And he'd tell me these hourly rates that are crazy and then he'll give me 80
Speaker 2:Bucks. Yeah. Right.
Speaker 1:And then he'll give me the , the the amount of money that the gym is retaining, which is also crazy. And everyone is winning and the clients are winning too. So this is like a really great system. If you haven't heard of it, come check it out.
Speaker 2:Yeah. What's what's crazy is we just publish , uh, our leaderboard for , uh, profit. And Brian was on there and we don't, we don't publish a leaderboard for how much the coaches are making, but if we did, his coaches would also be on there. And so, you know, where, where people are like, oh, the four nights model, I wanna pay my coaches more. Ryan is a living example of a gym owner making a ton of money. His coaches are making , uh, an income that's like more than double the industry average. They're making a good career, they love their jobs, they're not getting burned out or overwork, they're not leaving, go start their own gyms. And his semi-private model is a way to do that. The other beautiful thing about this programming is it's not just like, let's come up with the spiciest hardest, most killer workouts. That's not it at all. It's like, let's look through the lens of who that client is, which avatar they are and program something that they will like, that they will do and , and will provide success for them . I think it's, it's a, it's a unique perspective on programming in the industry that's sadly needed.
Speaker 1:I can't wait to see it because I, I am at that stage where I just can't stand like the hard for the sake of hard workouts. Everyone, you know, I, I like the tailored approach to things and I love the way Brian has created this, especially because it's creating careers for coaches and great incomes for gym owners. It's like a perfect storm for me.
Speaker 2:Yeah, it's awesome. Then we're gonna bring Peter Brassel van up to the stage and , and he's gonna talk about career roadmaps . So what he's actually gonna do, this is
Speaker 1:Big.
Speaker 2:Yeah, it's massive. I mean, what typically happens in the industry is you hire a coach, you get them trained, they become a good coach, and they say, well, I'm, I really can't make very much money here. The industry average is still under $24,000 a year. Like, that's not enough. The only way that I can make more money is to go and start my own gym. And that's exactly what I did back in 2005. And that's exactly what's happening 20 years later. And what Peter's gonna do is actually help your coaches map out their career path so that not only do they see I can make a good living at this gym, but also I can probably do better with less stress working where I am instead of going out, starting my own thing, potentially bankrupting myself and then folding in five years. So he's gonna do a career roadmap exercise with them. The beautiful part is that the way that these coaches make a better income is by growing the pie also for the gym. And so the owner benefits, the coach benefits, and most importantly the client benefits too.
Speaker 1:It's, I've literally seen this conversation so many times, and I've had them personally in the past where a coach will say, Hey, I got a job offer here for this and that , and I'm not sure, it doesn't seem like very good. What do I do? I really wanna make career. This is how you do it. You find a gym and a gym owner who can do this career roadmap session with you and you create a career. And we have breakdowns for this. Like two Brain has published exact examples of how this works. This many classes, this much admin, this much social media, this much programming, this much personal training, whatever, $80,000, which is way beyond. And that's, I'm not making those numbers up. Like we've seen people at our two brain gyms put together these packages where coaches are now making 60, $80,000 with benefits at actually having careers that support a family instead of like picking up applications for the fire department on their way home from the gym where they didn't make any money. It's a , it's a game changer. So gym owners, you want it , your coaches to see this, and then you wanna learn how to do it so that you can create this amazing business that gets careers and profit for everyone.
Speaker 2:It's also your best way to keep your own business growing is to keep the coaches that you have making careers under your roof. I mean, the model for a lot of franchises and even for CrossFit affiliates is like, you have somebody you get them passionate about , about your thing, they take their certification and now they wanna go open their own gym. And now that's how they keep expanding, right? Well, that works great if you're across with HQ or you're the franchisor of, of Orangetheory or F 45 or whatever , it doesn't work great if you are like the franchisee or the licensee or the affiliate because you're just basically like, you know, churning through these coaches and starting your competition all the time. So what you actually wanna do here is like, help your people make good careers and that's a win for them. They get to keep doing what they love and serving the people they love. It's a win for you. You know, you don't, you don't spread out the whole market and it's a win for the client because they get to work with the best coaches too . It , it's such an important concept and I'm really proud that Two Brain is leading the charge on this. And I'll give you guys the dream scenario. 'cause this just happened to me for the first time. A guy comes to my gym, hand delivers a resume, I really wanna work here. Please call me when you're hiring. Okay. When we're hiring, we call this guy up. I'll be right there. I can be there this afternoon for an interview. Okay. This is a trainer at two other gyms in town. He's working part-time at both trying to make a career for himself and his wife who moved to Canada to find a better life. And he can't do it at these other gyms. We sit down and I say, why do you wanna work at Catalyst so bad? Like, you , you're knocking on my door, you're coming into classes. Why? And he's like, because I read the two brain stuff and I know that I can make a career at a two brain gym. It wasn't about Catalyst at all . It was working at a two brain gym that attracted him and that was, it was amazing for me.
Speaker 1:Did you hire him?
Speaker 2:Oh, a thousand percent. Yeah.
Speaker 1:Are you bringing him to Summit?
Speaker 2:Absolutely. You can meet him. His name is Felipe . He is broad shoulders, green eyes, just an amazing smile. And he will probably shake everybody's hand in that room. But again, like what attracted him was he wanted to work at a two brain gym. Wow . More than he wanted to work at Catalyst, so.
Speaker 1:Oh wow. That's incredible. So he, he's, he checked all the boxes and way we go and I'm excited to see what he does after he spent some time in that room. I know . Have we got more , uh, did we get to the
Speaker 2:Info this year? We do , man . Yeah. So Oscar Jo , who's on the CrossFit seminar staff is going to be teaching from ordinary to extraordinary crafting world class coaches. Oscar , uh, teaches L one L two seminars, but in Two Brain when people are studying for their certified CrossFit coach, they used to call that the L three, the L fours. Like he's the one that runs those sessions and he helps people pass those exams. Like he is used to setting his coaches. They have the most L three CrossFit certified coaches in Sweden , uh, definitely possibly in Europe. And he is amazing at , uh, elevating and ascending coaches up to high levels. Yeah, you want your coaches in front of this guy.
Speaker 1:He's , it's an area of passion for him. I know he, he loves training coaches and teaching coaches and he is an amazing gym owner at the same time. So I can't wait to see him get back up. There
Speaker 2:He is, he's one of the most successful CrossFit affiliate owners in the world. And then after that, Alexandrina Angel , JVA Brant , uh, sorry, she's from Germany. Uh, but she's gonna be talking about getting clients to change a guide to transformative communication. So she has a very successful nutrition coaching program and what we've learned over the last decade is that coaching nutrition is not really about the food, it's about the habits. It's habits and , and Angelina , uh, Alex Andrina , sorry, she has a lot of nicknames. We all just call her Alex.
Speaker 1:Alex, yeah.
Speaker 2:Alex is an expert at behavior change and that's what nutrition coaching is really all about. And more and more I think that's what fitness is really all about. And so she's gonna be giving people like a really unique perspective and instead of standing up there and selling her nutrition coaching program, she's gonna teach them , here's how you build your own nutrition coaching program or your own habits coaching program, or here's how you improve what you're already selling with exercise.
Speaker 1:Yeah. And I think you said one time, you know, what's the best workout in the world for the client and it's the one that they'll do. And yeah , this, even if you're not a nutrition coach, learning how to change people's behavior, modify their behavior and change their habits is going to help you in any coaching scenario because like you said, it's not just about teaching the squat , it's getting someone to do the squat or whatever they want to do to get toward their goal . So this is gonna be really, really important for coaches to give 'em a new perspective on mo modifying behavior.
Speaker 2:It's , uh, it's an amazing skill to have and it also , it even helps with your parenting. Like, you know, my kid that's away at college will send me pictures of her dinner, just, you know, because we both like food and I can look and it's like there's a protein and there's, you know, like it , it's amazing. If you know how to change somebody else's habits, you change their life.
Speaker 1:The psychological aspect of this stuff is so cool. And we had Bonnie Skinner last year , uh, speaking about that stuff. People were so into Bonnie because that whole psychological angle of like mental game is so important and I think this is gonna be a great compliment to that.
Speaker 2:Yeah. She's actually speaking on the tinker stage, which is like the private stage for the high performers that that happens Friday. Uh , she'll be there this year. And then also on the coaches stage, Brian Foley is gonna talk about growing a 50 plus program in your gym. Ooh ,
Speaker 1:There's
Speaker 2:One. It is , and honestly, this is the fastest growing demographic in the micro gym industry. I love, I love our program. It's called Prime , uh, yours is called Legends, I think. And you know, it sells out every single time, 12 to 14 people, age 52, about 84. They always want to be there. They don't want to miss a class. They don't show up late. You know, they, they wanna buy every T-shirt we make, they wanna refer their friends. It feels like CrossFit 2013, honestly. And nobody is like, let me make it to the master's division of the CrossFit Games . That's not who they are. They are people who have a little bit of disposable income. They see their own parents struggling later in life and they don't want that to be them. Like they have the best motivation to succeed, the best incentives, and they are amazing clients. So Brian's gonna tell you how to build that . Yeah.
Speaker 1:And, and it's so important. They may be the most fun clients in your gym and you get such a reward from coaching 'em because you literally see how it changes their lives or they go for , and we had this people from like, went from walking in with a cane to not needing that cane anymore. And then there's these , they're such driven, passionate people full of vitality that want to do great things as they age. And it's like they become these aspirational characters in the gym where the rest of your clients are like, I wanna be like that 72-year-old dude who's still squatting and it's just such a cool thing that happens in a gym.
Speaker 2:Yeah, I think we've all got a story like that. You know, Linda comes in the door, she can't get up off the floor by herself and you later she's doing the intramural open. And what's, what's amazing here is that like not only can they progress so far, so fast, but any little incremental progression has a measurable effect on their quality of life right away, but also like how long they're gonna live. Like, you know, going from that can't get up off the floor to now I can get off the floor without help, that means another five years where they're not in a nursing home, which probably adds another five years of being depression free and independent another five years where they're not paying to be in a nursing home and possibly like five years of, of life on the end too. Like, there's good research on this. So Yeah , I it's my favorite. Plus they get my jokes, which are all outdated, right? Yeah ,
Speaker 1:That's right. You know, and let's be real. They have, they have time, they've got a little bit of money, they can definitely be available at 10 30 in that open slot where there's , your gym is dead. They're a perfect, perfect market that you can target and coaches love them .
Speaker 2:Yeah. I , it's, there's really no downside. And so Brian's gonna tell you how to grow that program in your gym. Quick confession, Mike. Like we started running that program at four o'clock and it got so full so fast that we actually had to kill our kids program. This is the first time we haven't had a kids program a catalyst in like 17 years. Wow . That seems, And yeah, and, and I honestly, I can't fit my kids program back in right now because the le the Legends is prime at Catalyst is so massive. So, and then finally Josh is gonna wrap it up, Josh Martin's gonna talk about the refined art of coaching, which is , um, his company. And what they do is like, they teach coaches how to deliver with passion and empathy instead of just tactically. So yes, you need to know to tell people, like push your knees out on the squat , but you also need to do that the right way if you're gonna keep people around and have them feel like they have a coaching relationship instead of just being part of this industrial machine. And that's what Josh's specialty is. So he's gonna wrap the weekend up , uh, with the refined art of
Speaker 1:Coaching and Josh has some great stories. I think his , his dad struck out Pete Rose on three pitches in the World Series, if I'm not mistaken, something like that. So Josh is , uh, he's got a ton of great stories as a coach and gym owner, and he's passionate about this thing and it's going to be an incredible presentation. I love listening to him talk.
Speaker 2:Yeah, man, I love , I love all these guys. Like there's, there's nobody that I'm not excited for. And in the past when we've had headliners like Jocko , uh, Todd Herman, Seth Godin , like these are personal heroes of mine. And so of course I've been excited for them. But you know, going in like, okay, I'm gonna get fired up. It's gonna be awesome. Maybe I'll get to shake their hand. But you also know like, this is not going to give me like a tactical exercise that's gonna literally grow my business. All the speakers now are selected exactly for that. Yes, they're gonna get you excited. They're gonna stoke your fire to to own a gym again, but also they're going to improve your gym while you're sitting in the room. And then of course my favorite part is there's a thousand of us altogether. Like you actually see the industry take a big step forward every time we do this summit. It's amazing to be in the room.
Speaker 1:Alright , listeners, you heard it. That is the release of the lineup for the two Brain Summit. It goes down June 8th, the ninth in Chicago, Illinois, which is an easy place to get through from. Just get to, from just about everywhere. Remember the summit tickets are a hundred dollars off right now, but that ends April 1st. You can get them through the link in the show notes, click that, bring your coaches, it will pay for itself. Thanks for this coop .
Speaker 2:Yeah. Two brain summit.com that'll take you right there. And look, I know whenever somebody's talking about their event, they always say things will sell out . I wouldn't say it if it wasn't true. We had 700 tickets sold before the start of February this year and our cap is like a thousand. We're negotiating with the hotel right now to say what else can we do ? How can we arrange chairs differently? But the reality is like this will be full and it'll be sold out. So get your ticket now. Please bring your coaches. It's gonna be life changing for them. They will love you for it and I hope to see you there.
Speaker 1:Alright , this has been run of profitable, Jim . We'll see you in Chicago at the summit.