Some gyms have over 300 members and are still growing—but how do they do it?

In this episode of “Run a Profitable Gym,” Chris Cooper reveals the secrets behind the gyms with the highest client headcounts on Two-Brain’s leaderboard.

These gyms don’t rely on gimmicks or flashy marketing campaigns. Instead, they focus on retention, onboarding and delivering incredible value to their members.

Chris explains why many gyms struggle with client headcount and how systems can help you attract and retain members.

He shares actionable advice to help you reduce churn by improving your client experience and grow sustainably by using the four marketing funnels: referrals, content, social media and paid ads.

Whether you’re aiming for 150 members or 700, this episode is packed with tips for improving your client headcount today.
 
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00:17 - December leaderboard

03:53 - Sound tactics work in every market

07:18 - What's keeping gyms from these numbers?

11:55 - Being selective with clients

15:29 - Focusing on client retention

Tax season doesn’t have to be a headache; smart planning can reduce stress and save gym owners money.

In this episode of “Run a Profitable Gym,” former multi-gym owner John Franklin joins host Mike Warkentin to share seven tax strategies every fitness entrepreneur should know:

- Keep your books clean and updated.
- Get a tax estimate.
- Don’t waste money to "save on taxes."
- Hire your kids.
- Use bonus depreciation.
- Max out retirement contributions.
- Open a health savings account (HSA).

John dives into each strategy to help you make smarter financial decisions and reduce your tax bill. Plus, he shares a bonus tip for gym owners who earn over $100,000 per year.

Don’t let tax season catch you off guard—tune in now and take control of your finances!

To get Chris Cooper's model profit and loss (P&L) statement, join Gym Owners United using the link below.

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03:26 - Updating your books at tax time?

08:51 - Getting a tax estimate

11:54 - Don’t waste a dollar to save 35 cents

17:47 - Utilizing bonus depreciation

24:46 - A bonus strategy

Gym owners can take control of their businesses with a simple tool: the profit and loss statement (P&L).

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper explains how to master a P&L to improve retention, increase revenue and grow your gym.

Sharing examples from his own gym, Catalyst, Chris walks you through metrics tracking and expense auditing in a spreadsheet tailored to a coaching gym.

He shows you how to uncover hidden opportunities to improve profitability—whether by raising rates or improving your return on investments in staff—and run “what if” scenarios to predict the results of critical decisions.

Tune in to learn how to use a P&L to avoid financial surprises, make data-driven decisions and plan for your gym’s future with confidence.

To get a copy of the model P&L, join Gym Owners United using the link below and send Chris a DM.

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01:59 - Profit and loss statement

04:28 - Key metrics to track

08:46 - Breaking down expenses

16:28 - Running “what if” scenarios

19:59 - Taking control

Annual planning puts gym owners in control of their businesses. Elite gym owners take it further, crafting plans that give them the freedom to choose where they spend their time—whether inside or outside the gym.

In this episode of “Run a Profitable Gym,” Joleen Bingham, leader of Two-Brain’s Tinker program, reveals how top gym owners use annual and three-year plans to achieve massive growth, financial freedom and personal fulfillment.

Joleen shares stories of gym owners who grew by 30 percent in just a year, helped staff earn six-figure salaries and used strategic planning to create sustainable growth.

She also lays out the four focuses of the Tinker program—lifestyle, leadership, wealth and scaling—and explains how mentorship ensures gym owners stay on track while leveling up in each area.

No matter where you are in your entrepreneurial journey, this episode will help you start thinking about how to set and reach long-term goals.

To get “The Essential 12-Month Gym-Building Plan for 2025,” join Gym Owners United using the link below. 

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01:18 - Tinkers with annual plans

03:13 - Beginner vs. expert annual plans

10:28 - Essential elements for annual plans

18:21 - Accomplish more with your staff members

25:50 - Annual plan summary for gym owners

Chris Cooper has a gift for gym owners who want to crush it in 2025: a complete, step-by-step annual plan.

In this episode of “Run a Profitable Gym,” Chris breaks down the exact strategies you can use to grow your gym next year. From kickstarting the year with a habits challenge to boosting retention with client goal reviews, he explains how a clear plan can help you stay consistent and avoid overwhelm.

You’ll also learn about building effective marketing funnels, performing coach evaluations and using community events to generate leads. Plus, Chris shares how Two-Brain mentors help gym owners tailor plans to their strengths and opportunities to achieve long-term success.

Whether you follow this annual plan exactly or tweak it to fit your gym, it lays the foundation for you to thrive in 2025. Listen now and start building your best year yet!

To get the free guide, join Gym Owners United using the link below and send Chris a message.

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01:51 - The 2025 plan

03:24 - Month by month

05:00 - January to March

14:41 - April to June

25:03 - July to September

28:03 - October to December

Amanda Buckner’s gym, Untamed Fitness in Washington, recently earned a spot on Two-Brain’s leaderboard for average revenue per member (ARM)—with top performers hitting between $500 and $821 per client per month.

Since opening her gym just a year and a half ago, Amanda has scaled her monthly revenue from $6,000 to $15,000.

In this episode of “Run a Profitable Gym,” host Mike Warkentin digs into how Amanda achieved such impressive numbers without relying on traditional group classes.

Amanda explains how mentorship, rate increases and a focus on personal training contribute to her high ARM. She also shares how her expertise in functional fitness and commitment to delivering results have set her gym apart from the competition.

Tune in to hear Amanda’s full story and get her advice for gym owners looking to boost their ARM.

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2024 "State of the Industry"

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01:06 - Group classes to private

08:37 - Two-Brain can change your ARM

17:34 - Changing your rates

21:33 - How Amanda gets clients

30:06 - Small but strong ARM boost

Cynthia Fotti, Two-Brain mentor and owner of CrossFit Rush, helps gym owners turn healthy habits into thousands of dollars in revenue.

In this episode of “Run a Profitable Gym,” Cynthia explains how she helped her gym generate front-end revenue of $3,500 in just four weeks with a healthy habits challenge—and an additional $1,800 in ongoing revenue.

Cynthia lays out everything you need to run your own challenge this January, including how to price, structure and market it. She also explains why focusing on simple habits such as eating more vegetables and adding protein to meals leads to powerful results for clients and higher retention for gyms.

To boost revenue and set your members up for success, tune in to get the tools you need to hit the ground running in 2025. 
 
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The Prescriptive Model

Academy of Nutrition and Dietetics’ Licensure Map and Statutes by State

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01:28 - Rewards for healthy habits challenge

10:23 - Setting up a healthy habits challenge

15:08 - Working out your pricing

22:20 - Continuing with nutrition coaching

26:57 - The #1 tip for success

Mike Monaco took his gym from parking lot workouts to a thriving 5,000-square-foot facility that generates over $420 per member per month. How? He switched to a PT-focused model with an emphasis on relationship building and holistic wellness.

In this episode of “Run a Profitable Gym,” host Mike Warkentin talks to Mike Monaco, owner of RX FIT in New York State, who shares how he skyrocketed his ARM with the help of a mentor.

Mike’s approach centers on quality, not quantity: He’s focused on high-value clients who receive individualized attention through personal training, recovery services and nutrition coaching.

His gym thrives on word-of-mouth referrals, driven by strong relationships with members and local physical therapists.

Tune in to hear how Mike scaled his PT program to represent 60 percent of his fitness revenue and how he keeps his members coming back—all with zero marketing costs.

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The Prescriptive Model

Chris Cooper's "Help First"

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00:52 - ARM change since Two-Brain

04:26 - Driving ARM up fast

07:42 - What a package can look like

12:24 - Referrals & high-value clients

18:22 - Good relationships & retention

23:52 - Role of a mentor 

Imagine if every client paid you between $500 and $800 every month. That’s a reality for the gyms on this month’s leaderboard.

In today’s episode of “Run a Profitable Gym,” Two-Brain CEO Chris Cooper shares the Top 10 leaderboard for average revenue per member (ARM).

With a mean ARM of $608 and an average client headcount of 58, our leaders are focusing on high-value options beyond group training, such as one-on-one and semi-private coaching.

These options help high-value clients get to their goals faster, while boosting your ARM. And if a group client isn’t happy with progress, it's easy to offer them more attention by suggesting premium options in goal review sessions.

Tune in to the full episode to hear more tips for boosting your gym’s ARM. 

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00:23 - ARM and 1-on-1 coaching

02:12 - ARM leaderboard

04:14 - Showing what is possible

07:58 - Response from top gyms

10:55 - Confusing method with model

Want more gym members without slashing your prices? Discounts can undermine your gym’s value, hurt your profit margins and attract the wrong clients. There’s a better way.

In this episode of "Run a Profitable Gym," host Mike Warkentin is joined by John Franklin, chief marketing officer at Two-Brain and Kilo.

John shares four proven strategies to help you attract and retain new clients without offering discounts: events, holiday challenges, New Year’s Day check-ins and black card referral campaigns. He lays out examples of each tactic and offers practical tips for implementation at your gym.

John’s advice is clear: Focus on attracting high-value members who will stay for years instead of using discounts to lure in low-paying coupon clippers who won’t stick around.

For more support on running a profitable gym without discounts, get Chris Cooper’s free guide "The Gym Owner’s Guide to a Discount-Free Black Friday" by joining Gym Owners United, linked below.

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01:10 - Get more clients before 2025

06:08 - Holiday nutrition challenge

09:09 - New Year’s Day check-in

12:55 - Duplicate your best members

16:05 - Execution matters the most

Slashing prices for Black Friday is a mistake if you sell coaching.

Discounts attract the wrong clients and teach the right clients to wait for sales instead of renew memberships at full price.

Worse, the discount comes out of your profit. The government still gets paid if you cut your rates, and so does the landlord. But you take home less money.

In this episode of "Run a Profitable Gym," Chris Cooper explains exactly what to say when people ask for discounts—use his lines word for word.

He also tells you what to do instead of gutting your profit. Hint: Build value so you attract great clients who will pay full price and stay for years.
 
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Chris Cooper's e-book "The Gym Owner's Guide to a Discount-Free Black Friday" is available here: Gym Owners United

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2:40 - Stay away from discounts

9:28 - The discount snowball

13:35 - "We don’t play those games"

18:23 - Discounts can stop you from giving

24:11 - "Feeling the discounts"