This episode features important visuals. For the best experience, watch it on YouTube . Two-Brain Business has helped hundreds of gym owners hit their income goals with dramatically reduced work hours—and Chris Cooper is here to give you a detailed look at the exact system they used to do it. This plan has produced 55 millionaire gym owners (and counting) and helped gym owners around the world reach six-figure income without working extreme hours. Coop holds nothing back. You'll see the entire T...
Mar 31, 2025•1 hr 40 min•Season 3Ep. 662
What if you could double your gym’s size without spending a dime on advertising? Today on “Run a Profitable Gym,” Mike Warkentin talks with top-earning gym owner Travis Laufle of TRVFIT in Detroit, Michigan. In just one year, Travis doubled his gym’s size with zero ad spend and earned a spot on the net owner benefit (NOB) leaderboard. Travis reveals the simple but effective strategies he used to attract and retain clients, including creating a referral program, implementing Goal Review Sessions ...
Mar 27, 2025•31 min•Season 3Ep. 661
Greg Glassman’s new venture, MetFix, has generated monster buzz across the fitness industry, and current and former CrossFit affiliate owners are particularly interested. So what exactly is MetFix, and how does it compare to Glassman's other major creation, CrossFit? In this episode of “Run a Profitable Gym,” Two-Brain Business founder Chris Cooper sits down with Glassman’s partner in MetFix, Emily Kaplan, to find out. Emily provides the project's background and lays out MetFix's focus on combat...
Mar 25, 2025•1 hr 5 min•Season 3Ep. 660
Most gym owners don’t start their businesses to get rich, but that doesn’t mean they should struggle to make a living. In fact, the better a gym pays its owner, the more likely it is to stay in business and change more lives. In this episode of “Run a Profitable Gym,” Chris Cooper reveals the Top 10 gym owners for net owner benefit (NOB)—take-home pay. More importantly, he breaks down exactly what the top earners are doing to bring home between $19k and $30k per month. These gym owners have a fe...
Mar 24, 2025•22 min•Season 3Ep. 659
Some CrossFit affiliate owners believe the CrossFit Games are a powerful marketing tool for their gyms. But is that really true? In this special episode of “Run a Profitable Gym,” Chris Cooper challenges the idea that the Games help affiliates and explores what must change to make them a win for more than just elite athletes. Coop explains why Games exposure doesn’t translate to measurable benefits for affiliates and encourages CrossFit to look to other fitness competitions that are thriving. He...
Mar 22, 2025•10 min•Season 3Ep. 658
CrossFit’s future depends on its affiliates—but right now, they’re struggling. The public message is that the brand is thriving, but behind the scenes, thousands of gym owners are fighting to stay afloat. In today’s special episode, Chris Cooper explains why CrossFit affiliates are closing at an alarming rate and outlines what must change if CrossFit LLC wants to save them. For years, CrossFit HQ said that great coaching would lead to strong businesses. But as Coop shares, great coaching is not ...
Mar 21, 2025•14 min•Season 3Ep. 657
Last week, Chris Cooper published a blog titled “How to Save CrossFit,” and the response was massive—affiliate owners, coaches and industry leaders reached out with questions and concerns. Today, in this special episode of “Run a Profitable Gym,” Chris answers their questions. Coop addresses why he deaffiliated from CrossFit and why the method must evolve, then he digs into a question many have asked him: Would he ever buy CrossFit LLC? Chris also defines what real change would look like in a co...
Mar 20, 2025•23 min•Season 3Ep. 656
Free trials might seem like a great way to attract new members, but they’re actually hurting your gym. Instead of bringing in long-term, high-value clients, they often lead to price-based decisions and short retention—and they have low conversion rates, too. Today on “Run a Profitable Gym,” host Mike Warkentin and gym owner and mentor Nick Habich break down why free trials no longer work and lay out exactly what to do instead. They explain why shifting to the Prescriptive Model—where you meet wi...
Mar 20, 2025•22 min•Season 3Ep. 655
CrossFit is at a crossroads. With affiliate numbers shrinking and Berkshire Partners looking to sell, the future of the brand is uncertain. In this special episode of “Run a Profitable Gym,” Two-Brain Business founder and CEO Chris Cooper lays out a plan to save CrossFit—the company and the broader community of gym owners and trainers who depend on the brand. Chris was an affiliate owner for 14 years and worked for CrossFit HQ for six. Now, through Two-Brain, he mentors more CrossFit affiliate o...
Mar 19, 2025•23 min•Season 3Ep. 654
Many gym owners still rely on free trial classes to attract new members, but do samples actually help your fitness business? The data says "no." In this episode of “Run a Profitable Gym,” Chris Cooper explains why free trials are ineffective, how they hurt long-term retention and what to replace them with. Instead of creating a race to the bottom by commoditizing coaching, gym owners can improve close rates by using the Prescriptive Model, starting with a No Sweat Intro—a consultation that helps...
Mar 17, 2025•23 min•Season 3Ep. 653
What happens when every coach at your gym operates at an A+ level? In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Two-Brain Business mentor Kenny Markwardt to discuss the massive rewards of developing your training staff. As the owner of Sandpoint Strength Conditioning in Idaho and co-host of the “Strength Coach Collective” podcast, Kenny is passionate about coach development and shares how investing in his staff’s growth transformed his gym. He breaks down how coa...
Mar 13, 2025•22 min•Season 3Ep. 652
Good coaching is necessary but insufficient for a world-class fitness business. In this episode of “Run a Profitable Gym,” Chris Cooper breaks down why a gym owner must first focus on building a strong foundation for their business before working to improve their coaching. In the early stages, most gym owners are good coaches but weak entrepreneurs, so they must upgrade their business skills first. Once strong business systems are in place, gym owners can pivot to service delivery as the next bi...
Mar 10, 2025•16 min•Season 3Ep. 651
Raising rates at a gym can be scary, but it doesn’t have to be—if you have help from a business expert. When done correctly, a rate increase can strengthen your business and allow you to provide greater value to your members. In this episode of “Run a Profitable Gym,” host Mike Warkentin talks with Chris Lomen, owner of Ripple Effect Community Fitness, who raised his rates by 15 percent and didn’t lose a single member. Chris shares exactly how he planned and communicated the price change, why an...
Mar 06, 2025•24 min•Season 3Ep. 650
Most gym owners don’t make enough money—not because they need more clients but because their rates are too low. In this episode of “Run a Profitable Gym,” Chris Cooper explains how to set your prices the right way so your gym becomes profitable and pays you what you deserve. Too many gym owners copy their competitors’ pricing or assume their clients can’t afford to pay more. Chris walks you through a better approach, starting with using the Rule of 50 to determine your minimum membership price. ...
Mar 03, 2025•25 min•Season 3Ep. 649
When a nearby gym shuts down, its members risk losing their momentum—but you can step in to offer them a welcoming community where they can continue their fitness journeys. That’s just what Matt Michaud, owner of EverProven, did when two gyms in his area closed their doors. This influx of new members helped his gym earn a spot on all three of our sales leaderboards: set, show and close rates. In one month, Matt's gym closed a whopping 22 sales in 28 appointments. The key is that Matt led with a ...
Feb 27, 2025•32 min•Season 3Ep. 648
In this episode of “Run a Profitable Gym,” Chris Cooper reveals the monthly leaderboards for set, show and close rates in top gyms around the world. These gyms aren’t just getting a ton of leads—they’re following through by booking appointments, getting people to show up and closing sales. Chris shares the exact strategies these top performers are using, from lead-nurture systems to high-converting sales processes. He also highlights four owners whose gyms landed on all three leaderboards. You’l...
Feb 24, 2025•21 min•Season 3Ep. 647
If your leads are “bad” but you aren’t publishing solid organic content regularly, you're missing a key part of your marketing plan. Why should complete strangers give you the time of day? They don’t know you, like you or trust you. The solution: Use organic content to build trust before your conversation starts. Leads who have already seen your face, your business and your happy clients will be much more inclined to respond when you reach out and offer help. And when they need help, they’ll com...
Feb 20, 2025•28 min•Season 3Ep. 646
Want to get 30 new leads for your gym in 30 days without spending a dime on ads? Today on “Run a Profitable Gym,” Chris Cooper walks you through 10 proven no-ad tactics for generating more leads—including selling by chat, making "5130 posts," actively generating client referrals and creating lead magnets. Chris breaks down each tactic step by step, showing you how to use them to start more conversations, generate interest and bring in clients organically. You might decide to try all 10 or go all...
Feb 17, 2025•22 min•Season 3Ep. 645
Growing a gym from $800 to $25,000 per month doesn’t happen by accident. Gym owner Ian Smith achieved this revenue increase by working with a Two-Brain mentor to refine key entrepreneurial skills. In this episode of “Run a Profitable Gym,” Ian breaks down the five skills that fueled his gym’s growth: objective reflection, focus, tact, forward thinking and an abundance mindset. Objective reflection has allowed him to make data-driven decisions instead of emotional ones, and focus has helped him e...
Feb 13, 2025•23 min•Season 3Ep. 644
Here’s a hard truth: You might be the main reason your gym isn't more successful. Today on “Run a Profitable Gym,” Chris Cooper shares five essential entrepreneurial skills that will help gym owners break through self-imposed limits: - Focus - Objective reflection - Tactful action - Forward thinking - Cultivating an abundance mindset He also explains why knowledge alone isn’t enough and provides practical tips for honing these skills and applying them to your business. You’ll learn how to better...
Feb 10, 2025•22 min•Season 3Ep. 643
As a gym owner, you understand the value of coaching. In fitness and business, the right coach will accelerate your success. In this episode of “Run a Profitable Gym,” Chris Cooper leads you through a simple exercise for finding the best business mentor for you. You’ll be prompted to reflect on wins throughout your life and identify coaching styles that helped you achieve them. Chris also explains some of the most common mistakes gym owners make when choosing a business coach and shares tips for...
Feb 06, 2025•17 min•Season 3Ep. 642
Today on “Run a Profitable Gym,” Two-Brain Business founder Chris Cooper breaks down the four types of business mentorship available to gym owners and explains why one-on-one mentorship delivers the best results. He also dives into the pros and cons of masterminds, group coaching and roundtables, revealing what works—and what doesn’t—for gym owners at different stages of growth. Two-Brain Business delivers one-on-one mentorship: Your mentor will help you set goals and develop a plan to accomplis...
Feb 03, 2025•26 min•Season 3Ep. 641
Hari Singh, owner of CrossFit NYC, has found a unique way to add value for his members and grow his revenue: Hyrox training. In this episode of “Run a Profitable Gym,” Mike Warkentin sits down with Hari as he shares how he successfully implemented Hyrox training at one of the world’s oldest CrossFit affiliates—earning himself a spot on Two-Brain's Top 10 leaderboard for revenue. Hari explains how this additional revenue stream has differentiated his gym from the competition, filled dead hours an...
Jan 30, 2025•34 min•Season 3Ep. 640
What separates gyms that are generating more than $68,000 every month from the rest? In this episode of “Run a Profitable Gym,” Chris Cooper presents the Top 10 leaderboard for monthly revenue and lays out the exact strategies these gym owners are using to create long-term, sustainable growth. Some of their tactics include: - Creating value for clients by consistently over-delivering on services. - Adjusting offerings to maximize revenue per square foot. - Focusing on high-ticket services such a...
Jan 27, 2025•22 min•Season 3Ep. 639
In 2022, Indiana gym owner Vel Bates attended the Two-Brain Summit and left with a new mindset that transformed his business. In this episode of “Run a Profitable Gym,” Vel shares how the welcoming community and actionable advice shared at the event helped him take the leap into mentorship. He details the changes he’s made with the help of his mentor, Peter Brasovan, such as cleaning up systems and building marketing funnels, and how the adjustments have improved his confidence and his revenue. ...
Jan 23, 2025•14 min•Season 3Ep. 638
The 2025 Two-Brain Summit will inspire and equip fitness professionals to make a difference in their clients’ lives—in other words, to Help Best. In this episode of “Run a Profitable Gym,” Chris Cooper provides a sneak peek into this year’s summit for gym owners and coaches, happening June 7-8 in Chicago. He walks through the action-packed itinerary, starting with morning workouts featuring Rogue equipment and coaching from Jason Khalipa and other top pros. Coop also runs through the workshops t...
Jan 20, 2025•27 min•Season 3Ep. 637
Today on “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper shares his top book recommendations for gym owners in 2025. He unpacks the lessons he learned from these titles and how he applied them to grow his gym and his other businesses. Remember, it’s not how many books you read that matters; what matters is that you put what you learn into action. Ready to learn and take action to grow your gym? Check out Chris’ suggested reading list below: - “The Mountain Is You” by Brianna Wiest...
Jan 16, 2025•23 min•Season 3Ep. 636
Jonathan Goodman, author of “The Obvious Choice,” knows what it takes to keep clients around—and it’s not long-term contracts. Today on “Run a Profitable Gym,” Two-Brain CEO Chris Cooper talks with Jonathan about why trust is more valuable than credentials and how creating meaningful connections with clients leads to sustainable success. Jonathan shares how to transform short-term programs into lasting commitments through quick wins, thoughtful storytelling and genuine connection. He also explai...
Jan 13, 2025•42 min•Season 3Ep. 635
The Intramural Open is a key retention tactic at Brian Foley’s gym, Activate in Ireland. In this episode of “Run a Profitable Gym,” Brian shares how the event makes his clients three times more likely to stay another year, driving significant indirect revenue. The Open also directly boosts his gym’s revenue in late winter through pre-competition skill work and retail sales. Brian breaks down strategies for creating an unforgettable event that builds community without burning out your staff—such ...
Jan 09, 2025•25 min•Season 3Ep. 634
What if one event could help you build community, retain clients and boost your gym’s revenue? In this episode of “Run a Profitable Gym,” Chris Cooper explains how to make the 2025 Intramural Open a profitable and meaningful event your members will never forget. From choosing team captains to creating teams to scoring , Chris outlines exactly how to turn the Intramural Open into a win for everyone. He also explains how the event can become a huge revenue generator through entry fees, prep course...
Jan 06, 2025•32 min•Season 3Ep. 633
