Run a Profitable Gym

Get the full resource kit for this series—the exact frameworks and scripts to help you sell gym memberships without feeling slimy.

Ever avoided asking for the sale because it felt slimy? You're not alone, but it’s costing you clients who need your help.

In this episode of "Run a Profitable Gym," Two-Brain founder Chris Cooper shares the three mindset shifts that changed the way he sells.

He explains...

Steal our Lead Nurture Toolkit—the exact scripts and follow-up cadence to turn “maybe” into a booked consultation.

Gym owners constantly say they need more leads. The data says otherwise.

The average gym gets 420 leads a year, but only 84 of them ever book an appointment. Fix that gap, and you can add tens of thousands of dollars in revenue without spending another dollar on ads.

Today, Two-Br...

Turn social media leads into paying members with our free sell-by-chat scripts.

What if your gym doesn’t have a lead problem? What if the real issue is what you’re saying to the leads you already have?

In this episode of “Run a Profitable Gym,” Two-Brain Business CEO John Franklin presents the five common mistakes gym owners make in lead-nurture conversations and the exact fix for each one.
...

Turn followers into paying members with our free sell-by-chat scripts.You don’t need a huge following to sell more gym memberships. You need better conversations.

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper and CEO John Franklin break down how to turn Instagram followers, commenters, story repliers and even former members into paying clients using simple, word-for-word DM scrip...

Get Chris Cooper's books free on Kindle this week: https://twobrain.co/4bitrbb 

Chris Cooper has written 10 books, and he says it's not because he loves writing. It's because he kept watching gym owners hit the same walls over and over, at every stage of ownership.

In this episode of "Run a Profitable Gym," Chris breaks down which book he'd hand you depending on exactly where you are in your journey.

• "Founder,...

Get Chris Cooper’s book “Founder, Farmer, Tinker, Chief” free on Kindle this week (Jul. 27-31): https://twobrain.co/4gLvR5E
If you’re a gym owner who feels stuck, you probably don’t need more information. You need focus.

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper joins CEO John Franklin to break down the four distinct phases of the entrepreneurial j...

Want to run an in-gym event that brings in new members and keeps them around? Download our step-by-step Intramural Open guide.

Are the CrossFit Games dead? And should gym owners even care?

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper joins CEO John Franklin to discuss the state of the Games, as it heads into its 20th year.

Chris has been on both sides of this conversati...

Use our AI-powered Instagram audit to identify the biggest gaps in your gym’s social media and generate more leads: https://gymig.com/

Isaac Morgado’s gym content system generates 140+ leads per month.

In this episode of “Run a Profitable Gym,” John Franklin sits down with Isaac to break down his exact Monday-morning process for batching a full week of lead-generating content.

Isaac ex...

Calculate exactly what you should be charging with our Revenue Per Session (RPS) Calculator, linked below.

Don’t set your prices by copying the gym down the street (and maybe knocking off $10).

Instead, there’s a data-backed way to do it, using real numbers from thousands of gyms and one metric that tells you if your price is pulling its weight: revenue per session (RPS).

In this episode of "Run a P...

Semi-private training is one of the most talked about revenue plays in the fitness industry, but there’s rarely a clear roadmap for adding it to an already packed group training schedule.

In this episode of “Run a Profitable Gym,” John Franklin sits down with Jamie Warren, CEO of Iron Tribe Fitness, who took his gyms from nearly 100% group training revenue to a 50/50 split with small group—without blo...

Some gyms are struggling to break even on their HYROX affiliation. Others are generating 15X or even 89X return on their affiliation fees.

In this episode of “Run a Profitable Gym,” John Franklin sits down with Lisa Palmer, a Two-Brain mentor and HYROX affiliate in London.

The U.K. is one of the most mature HYROX markets in the world, roughly three years ahead of North America.

Lisa walks through ho...

HYROX is everywhere right now, and your gym doesn’t necessarily have to become an affiliate to cash in on the trend.

In this episode of “Run a Profitable Gym,” Two-Brain Business CEO John Franklin breaks down the “mini sim,” a scaled-down HYROX-style competition any gym can run without paying affiliation fees or buying new equipment.

John walks through the exact blueprint: cutting the run...

Summer hits gym owners hard.

Revenue drops, leads dry up and members cancel.

In this episode, Chris Cooper shares five strategies gym owners can use to generate revenue during the slow summer months.

Coop knows the pain firsthand. In 2009, he was juggling two locations and the summer slump almost put him out of business.

He swore he’d never let that happen again.

Now, after working with o...

Braeden Cordts bought a struggling gym with $300,000 in debt, no marketing knowledge and everyone telling him it wouldn’t work.

Today on “Run a Profitable Gym,” Two-Brain CEO John Franklin sits down with Braeden, who was just certified as a net-worth millionaire.

They talk about Braeden’s five-year journey from a 28-member gym losing money to a 230-member gym generating over $55,000 every month...

Learn how to build all four marketing funnels with our Never-Ending Leads training for gym owners, linked below. 
 
Nearly 15% of gym owners don’t contact their leads at all. The interest is there. The hands are raised. But nobody sends the message.

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper explains why your DMs might be the most underused sales channel your ...

This episode contains several visual examples. For the best experience, head to our YouTube channel "Run a Profitable Gym."

Get a comprehensive, AI-powered audit of your gym’s Instagram at GymIG.com.

Joe Strada just won Two-Brain Business Gym of the Year. Here’s exactly how he built one of the best content strategies in the gym industry.

In this episode of “Run a Profitable Gym,” Two-Bra...

Before you spend another dollar on ads, listen to this episode. Chris Cooper is getting more leads from free Facebook posts than almost any other marketing channel.

Today on “Run a Profitable Gym,” Coop shares how he writes Facebook posts that start real conversations, bring back lapsed members and attract new clients.

The core idea is simple: Start capturing what’s already happening in your gym. The...

This episode contains several visual examples. For the best experience, head to our YouTube channel "Run a Profitable Gym."

Is your gym’s Instagram converting members? Audit it with our custom AI tool: https://GymIG.com/

If you stripped your gym’s name and logo from your website and social media, would anyone know what makes you different? For most gym owners, the honest answer is no.

In this episod...

Big news: CrossFit is not for sale. Bruce Edwards, the new CEO made that a condition of taking the job.

At the 2026 Two-Brain Summit in Chicago, Chris Cooper sat down live on stage with Bruce for a wide-ranging conversation about the future of CrossFit.

Bruce isn’t a newcomer to CrossFit. He was an original client of Greg Glassman in the late 1990s, one of the early guinea pigs who helped shape the methodology. ...