WTF GymTalk

WTF GymTalk

WTF Gym Talk
WTF Gym Talk is a no BS resource for owners looking to own an actual business instead of just the gym. The rise of CrossFit gave way to a surge of entrepreneurs who wanted to open their own microgym. However, opening a business and staying in business are two completely different things.


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Problem Solving

Problem Solving
Not a big fan of the term consultant, mentor, business coach, etc. I resonate better with "problem solver". And while I do this for a living, there are several other ways you can help solve your business problems without hiring a coach. Regardless of how you choose to get help, take a listen and let me tell you about my problem solvers and how they've helped me create the businesses I have now.
March 15, 2018
Jim Crowell - OPEX Interview
One of my favorite guys in the fitness space joins me to jam on the microgym scene as he sees it. Lots of good info. Listen and learn.
March 14, 2018
C.E.O. = Create & Execute Often
Are you A CEO or a Coach? You may be both. What are you currently doing to un-handcuff yourself from working IN the business so you can work ON the business.
March 8, 2018
Story Telling
I don't like the term marketing or advertising. I prefer Story Telling. I believe with the social media platforms we have access to today, it is a true representation with how we turn prospects into customers and customers into raving fans. If you haven't ready StoryBrand by Donald Miller, I highly recommend it. This podcast was inspired by his book. Hope you find it helpful.
March 7, 2018
It's The Magician, Not The Wand.
"It's the magician, not the wand." This is a phrase I've used all throughout my coaching career and it rings true especially for business owners. It's not your equipment, location, marketing tactic, fancy this or's you. You are the difference maker, you are rainmaker. Start betting on yourself vs. the auxiliary items that you may be associating with success.
March 1, 2018
Sales Psychology Pt 1.
Knowing the mindset of your prospect when you are engaging with them for the first time is a must. If you can't get understand thought process of someone looking to buy from you, then I highly doubt you'll be able to solve their problem and sell them your services.
February 27, 2018
Are You Maximizing The Open
I’m not looking to recreate the Intramural Open or FNL - that’s been done and done really well. What I want is for you to really evaluate the other revenue benefits of the open, outside of community.
February 22, 2018
Stop Doing The Things You Love
Not really. I obviously don’t want you to stop doing the things you love. However, I do want you to realize that your job as a business owner is to replace yourself. Even within the roles that you absolutely love, it may be critical for you to find a replacement.
February 21, 2018
The Market Isn’t Oversaturated
The microgym isn’t oversaturated. You just may just be unoriginal as fuck. And there is definitely a huge abundance of supply of unoriginal gyms doing the same shit as the guy down the street.
February 20, 2018
Nathan Holiday + Level Method
Nathan Holiday, gym owner and creator of the Level Method - aims to help coaches and clients create a seamless progression in physical capacity that is measurable, observable and repeatable.
February 19, 2018
Alex Hormozi + Gym Launch
Alex Hormozi, owner of Gym Launch - a company known for their 6 week challenges & client acquisition services. Highly discussed and debated with affiliate owners as everyone is digging for leads in a world of FB marketing ,Click Funnels and landing pages.
February 18, 2018
Staff Compensation
Two questions will tell me everything I need to know about your business: How long has your most tenured employee been with you? How much do they make?
February 9, 2018
Rent Roll As A Revenue Stream
The one revenue stream most gyms are not talking about - rent roll. Having a tenant or leasing out space is probably more of a possibility than you think.
February 2, 2018
Drop In Disasters
I drop in to as many gyms as I can when I travel. Not cause I really care about improving my fitness, but because I like seeing how we are all doing our thing. Here are some of the things I’ve seen in my visits that I hope none of you guys are guilty of...and if so, no worries - good news is you have the power to change it.
February 1, 2018
Branding Outside the Box
Here’s my thoughts on something...stop writing blogs and making fitness videos to attract clients. Stop doing what everyone else is doing...give something like this a try instead
January 24, 2018
PT For Coaching Development
I’m obviously a fan of the PT first method for on-boarding new clients, but there’s another reason I think it’s so beneficial - coaching development.
January 23, 2018
All You Can Eat Buffet
Don’t treat your gym like an All You Can Eat Buffet. Listen, take my advice and start coming at your clients with an A La Carte menu.
January 19, 2018
Re-Evaluate Your Pricing
I’ve got a favor to ask - please reconsider your worth and what you’re asking in return from your customer.
January 17, 2018
Response to Blue RidgeCF Video
So an Instagram video that Blue Ridge CF posted got some serious blowback within the past 12 hours and thought I’d comment on it. Here’s the link if you’re unaware
January 16, 2018
Touchpoints For Prospects
How are you communicating with your prospects before meeting them face-to-face? Most of us are using some combination (hopefully) Of email, text message and video message, phone call, Facebook, etc. Here’s the rundown as to how I recommend you conduct these touchpoints with your prospect before ever meeting them in person.
January 14, 2018
Coaching Development
Developing your coaches is quite broad topic but I try to break down my favorite practices in creating a team of coaches that truly represent your brand and that you’re proud to leave your clients in their hands.
January 4, 2018
Permission to Give Advice
Here’s why I have the permission to give the advice I do...
January 3, 2018
Break Something
“If it’s not broke, don’t fix it..” Is a saying I use quite often, but I don’t necessarily agree with it. There are aspects of your business right now that are currently working, they are allowing you to survive… But they are not allowing you to thrive. They may not necessarily be broken, but that doesn’t mean they cannot be improved.
December 29, 2017
Focus on Staff, Not Clients.
On this rant I discuss the importance of realizing that you are there to service your employees, not your clients.
December 21, 2017
Using Low Barrier Offers
Do you have a “less expensive” program that you use to draw in membership? While these LBO offers can drive high traffic, make sure you don’t act disappointed when they don’t convert to your higher priced membership.
December 20, 2017
Explore Other Microgym Models
Instead of venturing through the CrossFit Affiliate Owners Facebook groups, asking the same exact question that’s been asked a hundred times, answered the same way by the same 30 individuals - why don’t you try something new? Like this - get out of your fucking gym and see what else the microgym world has to offer. You’d be surprised what you can learn from others.
December 13, 2017
Having Sex With Your Clients
How do you feel about coaches or owners having relationships within the gym? I’ve got a few thoughts...
December 12, 2017
Creating Your Annual Plan
Most gym owners have great ideas, but poor execution. It generally boils down to a lack of planning on how to tackle the plan at a macro, meso and micro cycle. That’s what I’m covering - hit play.
December 11, 2017
Get Out Of Your Own Way
When I hear the following from the gym owner, “there’s no way anyone will pay that in my market”. “These people can’t afford that high of a price point”. I collectively lose my shit and rightfully so. Give this a listen and tell me if you truly think it’s the prospect that doesn’t value your service or is it you?
December 8, 2017
Size of Building = Your Price
There’s a lot of basic math that gets missed by gym owners when opening their business. They base their membership and service prices and what the rest of the market is doing and sometimes their past experiences as a client. When really the math is much easier than that. I’m gonna walk you through how to take the square footage of your building and reverse engineer your pricing structure.
December 7, 2017
Conversation w/ CF Merle Hay
A great conversation with CrossFit Merle Hay, as we discuss ⁃how to handle those times of the year where you KNOW you’ve got large expenses due (affiliate fees, taxes, insurance, etc) ⁃utilizing Quickbooks Online as a huge bookkeeping hack for small biz owners ⁃creating a higher barrier to entry by requiring Personal Training before entry to group class
November 24, 2017
Black Friday + Operational Cap
With Black Friday steadily upon us, gym owners are going to be tempted to make equipment purchases that are relatively awesome deals. And for those of you in a profitable situation - go for it. For those of you not in a great profit scenario...then I advise against the attractive expense that is increased equipment inventory. The other item to take into consideration when purchasing equipment is operational capacity which I hit on here as well.
November 18, 2017
Selling PT@Point of Sale Pt. 4
Final segment of this series - the closing. How you set up your closing, the type of questions you ask, the affirmative stance you take, it all matters.
November 13, 2017
Selling PT@Point of Sale Pt. 3
Now we head into what goes into an assessment workout that will give you the highest probability for success in selling PT at the POS.
November 11, 2017
Selling PT@Point of Sale Pt. 2
In part two of the series we’re gonna talk about how to set up your consultation for the ultimate success in selling the prospect of personal training. The key here is making sure that you make the prospect aware of the final that requires personal training before group class. This is an easy explanation when the common association with CrossFit in the market is injury.
November 9, 2017
Selling PT@Point of Sale Pt.1
Selling PT @ Point of Sale (POS). When evaluating a gyms financial health, one of the metrics I look at is what is their POS cash vs POS EFT ( electronic funds transfer). This tells me if the gym is only selling a monthly membership or if they are also selling PT on the front end. This 4 part series will cover 1. WHY YOU NEED TO SELL PT AT POS. 2. HOW TO CONDUCT A CONSULTATION 3. HOW TO CREATE A GREAT FIRST WORKOUT (THAT SELLS THE PT FOR YOU!). 4. HOW TO CLOSE AND HANDLE OBJECTIONS
November 8, 2017
Gimmicky 6 Week Challenges
Running gimmicky 6 week challenges is the latest marketing effort that we see domination the microgym space. While none of this is new to other businesses, it definitely has been showing the light to many gym owners who may not have the business acumen in comparison to their coaching skills. So here are my thoughts on these different companies and what I think we can all learn from them.
November 5, 2017
Firing/Hiring Coaches
Finding good help is hard. It’s even harder when that help needs a very niche certification and experience correcting groups of people’s flawed movement. So where do we find these unicorns???
November 3, 2017
Iron+Mortar 2017 Speech
At the 2017 Iron+Mortar Summit in Seattle, I was asked to speak in front of a group of CF affiliate owners on the state of the fitness union as it relates to the microgym scene.
November 1, 2017
CrossFit Is Not Who I Am
An early AM Saturday podcast where I provide some commentary on a video I posted recently that gets into my rebranding an why CrossFit is an offering at my gym, but not an identity.
October 21, 2017
Content + Consistency
Anyone can create content, but creating great content with consistency is the name of the game.
October 18, 2017
Nostalgia For The Win
Make It Fun NYC calls into the podcast sharing her story of how she’s hacked nostalgia to create a jump rope based fitness studio.
October 14, 2017
LOLs > PRs
The buying psychology of someone when they are perceiving their experience as fun, they are laughing, they are thoroughly enjoying themself is worth a conversation. Worry less about PRs & more on LOLs
October 12, 2017
Call In With Your Questions
If you haven’t downloaded Anchor yet, do it! In addition to you creating viable internal marketing content for your gym, its the perfect place to hit me with questions you have about biz. Call In Now!
October 12, 2017
First Day Experience
The “first day experience” must be a win for both the client and the biz. But how do you go about making sure the client has a raving, awesome first day experience???
October 11, 2017
Renting Out Space To Trainers
Many gym owners get approached by independent personal trainers who need to rent space. Here’s my take on if you should pursue this path and how much to charge for your space.
October 9, 2017
Talking Shop w/ Synergy
Synergy is a microgym facility that offers CrossFit, kids programs, childcare and is family focused. Two years into business, they are experiencing some growing pains that we jammed on.
October 8, 2017
Remote Programming + Content
A discussion with Ascension S&C about his online coaching business and how to scale his reach and influence by creating consistent video, written and audio content.
October 6, 2017
Raising Prices on OG Members
Route 33 Fitness and I discussing the delicate nature of raising prices on your founding members. While a very touchy subject, the livelihood of your business has to always take priority.
October 6, 2017
Q&A w/ CrossFit Unparalleled
Dawn Cone, owner of CrossFit Unparalleled stop by my shop to talk all things fitness biz related - branding, strategic growth, operational capacity and more.
October 4, 2017
CF Isn’t Going Away...You Are.
CrossFit HQ as a business is going nowhere. The unknown variable is what’s going to happen to you as a CrossFit affiliate owner in a growing and evolving microgym market. Differentiate or die.
September 26, 2017
Q4 Is For Marketing, Not Sales
Q4 is a prime time to create content that embodies the stressful social situations we all find ourselves in & hack that understand to create awareness around “damage control” program you offer in Jan.
September 25, 2017
Fitness Sales+Lead Conversion
The guys from Gymbuildr and I jam on converting high volume leads off their 6 week challenge, how to close those leads and retain those new customers even after the challenge is over.
September 22, 2017
Iron+Mortar Summit Recap
Spent the weekend in Seattle for the first annual Iron+Mortar Summit. An amazing event for gym owners to enhance their business. Here are a few thoughts I had once I got back...
September 21, 2017
Fuck Your Systems
Talking with CrossFit Veneration about the pressure many gyms place on themselves to create handbooks and systems is way overblown IMO. Systems are def. needed at some point in your biz...but...
September 13, 2017
OPEX Interview
Set down with James FitzGerald and Jim Crowell of OPEX to discuss their unique view of the fitness industry, where they see the market going and why the group class model is due for an evolution.
September 2, 2017
Q&A - Corporate Wellness
Cody Havel, owner of CF Never Broken calls in with a question about starting B2B sales and creating Corporate Wellness programs in his town.
August 30, 2017
Should I Keep the CF Name?
Branding is much more than just the logo or name of your biz, but many CF affiliates are waiving the CrossFit flag as their branding and then trying to become something their not.
August 24, 2017
Don't Start A Fitness Company
Don't start a fitness company until you've actually started a fitness company. Experience as a personal trainer, running a boot camp or working at a globogym is recommended before opening up shop.
August 23, 2017
Demonstrate Value > Dictate It
Too many of you are trying to dictate what you think the value of your service should be. However, we can only demonstrate the value because the market doesn't give a fuck about your opinion.
August 17, 2017
Discounts Aren't The Problem
Most people will say discounts are the issue with failing gyms...but they're just headline reading. The real issue is the lack of price anchoring and the end price the discount puts you at.
August 17, 2017
6 Week Challenge w/ Gymbuildr
You may have heard of these 6 Week Challenges that many gyms have been running to draw new leads into their business. CrossFit MTZ and I sit down to discuss their experience with Gymbuildr.
August 17, 2017
Creating Your Own FB Ads
If you're currently creating your own paid FB ad campaigns, but you know that you're missing the mark...This is for you. A few common fuck-ups to avoid when spending money on FB ads.
August 17, 2017
Customer Loyalty
LOYALTY: It's the #1 reason most owners grandfather their customers into below market rates. I respect it, but it's misguided IMO to blend that term in a professional biz relationship.
August 16, 2017
Find Employees Through Content
Having a hard time finding quality employees? Start creating content centered around your ability to professionalize coaches. You need to start branding yourself as a developer of fitness talent.
August 16, 2017
Individual Design + Fitbot
Looking to add an additional revenue stream but you're capped on time? Individual program design and the use of Fitbot allow coaches to hack the time constraints of personal training. Scale your time!
August 14, 2017
Don't Sell The Mattress
When it comes to advertising I need you to start thinking like Serta. They aren't selling mattresses, they're selling what the mattress provides - sleep! Start selling the results of fitness, not CF.
August 11, 2017
Thinking of rebranding your gym? While I'm a big believer in "if it's not broke, don't fix it", there may be some merit under the right circumstances.
August 9, 2017
Know Your Role
You're an owner, not an athlete. This concept, though it seems elementary, is being completely missed by so many. If you opened your gym because you thought it was a hack to train 24/7...👎
August 8, 2017
Be Better At Social Media
You Can't Sell Denim If Your Mannequins Are Wearing Khakis. Does your social media story translate to the prospective customers you're trying to reach? Is your content helping or hurting your biz?
August 4, 2017
An Interview w/ 321Go Podcast
Matt Scanlon from the 321Go Podcast and I jam on diversifying revenue streams and shooting for bunts and sacrifice flys vs grand slams in your business. Check out their podcast if you haven't already!
August 3, 2017
Make Your Own Handbook
Stop asking other owners for their employee handbooks or a copy of their policies and procedures. You don't want to reinvent the wheel? Why not!?! It's your fucking wheel! Just do the work.
August 3, 2017
Fitness IQ < Business IQ
The differentiator in successful vs. failed gyms used to be coaching knowledge. Now with coaching education available everywhere, the success variable comes down to how well you can run a business.
August 3, 2017
Personal Program Design
A conversation w/ an aspiring trainer who has gone the OPEX education route and wants to open an Individual/Personal Design facility. How to enter into this market, build a brand and grow.
August 1, 2017

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