How to Build a Never-Ending Pipeline of New Leads for Your Gym

This episode features important visuals. For the best experience, watch it on YouTube.

Gym owners, if you need more clients, this training is for you.

In this detailed video, Two-Brain Business founder Chris Cooper breaks down his bulletproof system for fixing your leads problem forever by creating a never-ending stream of people who are eager to join your gym.

You’ll learn the exact strategies top gyms use to keep their sales pipelines full—and even receive plug-and-play lead-nurture scripts that convert curiosity into commitment.

With step-by-step directions, Coop shows you how to set up four marketing funnels that will consistently attract gym leads year round:

🗣️ The Referral Funnel—Turn your best clients into recruiters through structured conversations and personal connections.
📝 The Content Funnel—Share helpful, trust-building material that attracts people who already need your help.
📱 The Organic Social Media Funnel—Post consistently to highlight your community and spark real conversations.
🚀 The Paid Ads Funnel—Use targeted campaigns to amplify what’s already working and bring in a steady stream of new leads.

Plus, to ensure you take action, Chris teaches you his Golden Hour strategy: You'll learn how to set up a daily plan that will help you stay focused, create content and make marketing a habit.

Tune in to learn how to stop constantly chasing leads and start controlling your pipeline with repeatable systems used by thousands of successful gyms worldwide.

Want a free copy of all seven worksheets from this training? Send Coop a DM via the link below.

Links

DM Coop

Gym Owners United

Book a Call

1:06 - Part 1: Maximize Sales From Your Leads

5:53 - Lead Nurture Scripts

8:03 - Booking Best Practices
 
19:16 - Worksheet #1: Lead Nurture Checklist

19:27 - Part 2: Get More Leads
 
20:17 - The Referral Funnel
 
22:37 - Worksheet #2: Seed Client Exercise
 
24:43 - Worksheet #3: Affinity Marketing Cheat Sheet
 
38:15 - The Content Funnel
 
47:20 - Worksheet #4: What to Write About
 
49:57 - Worksheet #5: Golden Habits Checklist
 
50:09 - The Organic Social Media Funnel
 
51:29 - Worksheet #6: What to Post Where
 
58:34 - Worksheet #7: Sell-by-Chat Review
 
59:00 - The Paid Ads Funnel

Episode Transcript

SPEAKER_00 (00:03):
Gym owners, if you need more clients, this
training's for you.
I'm going to show you how to fixyour leads problem forever.
This isn't just a hack forfilling your gym one time.
This is a bulletproof system forbuilding a pipeline, a
never-ending stream of peoplewho are eager to join your gym.
When they need leads, most gymowners frantically launch these

(00:24):
desperate discounts or theselast-minute ad campaigns.
And they're reactive instead ofbeing proactive, which is like
looking for water in the desert.
So today I'm going to teach youa better way.
These are systems that the bestgym owners in the world use to
create a faucet, a flow of newbusiness that's available
whenever they need it.
First, some good news.
You need fewer leads than youprobably think.

(00:46):
Many gyms have enough leads,they're just not converting.
That means the faucet isflowing, but their cup has a
leak, and we need to stop theleak before we start pouring
more water into the cup.
So what we're going to coverfirst is how to turn your normal
flow of leads into the maximumnumber of new clients.
And then we're going to talkabout how to get more leads,
maximizing sales from the leadsthat you're already getting.

Let's start with the question: do you actually need more leads? (01:08):
undefined
The average big group gym, likea CrossFit gym or a boot camp,
gets 31 leads per month, butonly six of those turn into
appointments.
And that's a really scarystatistic because it tells me
that gyms are not doing a greatjob with lead nurture.
Now, lead nurture often getsoverlooked or even ignored

(01:30):
because most gym owners justdon't like doing it.
You didn't start a gym becauseyou like calling people or
responding to emails oranswering texts, but it's one of
the most reliable andpredictable ways to actually
grow your business.
Here's how the best gym ownersin the world nurture their
leads.
First, they call their leadsreally, really quickly.
When somebody fills out yourform or sends you an email,

(01:52):
they're putting up their handand saying, I need help, and you
want to rescue them as quicklyas you can.
The second thing that the bestgyms in the world do is they
call them again and again untilthey answer because they're not
offended or put off whensomebody doesn't answer the
first time.
They might just be busy.
The third thing that the topgyms do is they'll send a voice
or a video message so that theperson knows that it's not a bot

(02:15):
just auto-dialing them.
Fourth, they will book theclient in or the future client
in for a no-spread intro or asales appointment as soon as
possible.
The longer somebody waits, themore doubt starts to creep in
and the more hope they kind oflose in their eyes, and the more
inspiration and motivation theylose.
You want to book them in asquickly as you can.
The fifth thing that the topgyms do is they make it really,

(02:38):
really easy for the lead to bookan appointment.
The sixth thing is that they usea CRM so they can track when
somebody has filled out a form,when they booked an appointment,
whether they've showed up for anappointment.
They can track that futureclient's journey and coach them
along that journey.
This is actually the first stepof coaching, and many gym owners
don't realize it.
Seventh, they'll build acontainer.

(03:00):
This could be an email list, itcould be a public Facebook group
where a lead can be nurtured fora long time.
I once had a lead who stayed onmy email list for nine years
before he signed up.
Now, obviously, we want to gethim in before that, but the
reality is that if you can keeppeople in a conversation,
eventually they're more likelyto sign up.

(03:22):
The eighth thing is that theybuild a sticky net.
That means they've got referralpartners, they've got local
neighborhood, you know, friendswho are always talking good
about their gym.
The ninth thing is that theyshare a bright spot.
So they quite often, whenthey're nurturing a lead,
they'll share something on theirsocial media or a message to
that lead about a current winthat another client has had in

(03:44):
their gym.
And it means look at this personwho's just like you doing the
thing that you want to do.
And tenth is they preempt theirobjections.
So when the client comes intothe gym, the first thing that we
do, or even before they get to agym, is have a conversation with
them about the kind of gym youare and what the client can
expect from that first meeting.

(04:04):
You want to overcome objectionsin advance, and that's really
great lead nurture.
But the most important thing isthat you call your leads fast,
you call them again if theydon't answer, and that you book
them in as quickly as possible.
And if you just start with thosethree elementary things, you can
build into the more advancedthings as you go.
Now we're gonna dive deeper intoeach one of these because you're
probably feeling a little bituncomfortable already.

(04:25):
You know, you didn't sign up tosell or to even to market to
people, and you think that yourservice should probably sell
itself.
But the reality is that leadnurture and sales are the first
act of coaching that you everget to do with a client.
Long before you can say, pushyour knees out in the squat, you
have to coach them to come inand talk to you about changing
their lives.
And then you have to coach thema second time on actually

(04:48):
committing to themselves.
So, what I want to talk aboutfirst is why it's important to
call leads fast and kind of getover your own internal BS about
what they're expecting on theother end of the line.
When somebody's looking for agym, they're likely shopping
around.
A study by insidesales.com foundthat 80% of buyers of new gym
memberships go with the firstgym who responds.

(05:10):
Additionally, a lead is seventimes more likely to buy if you
respond within 60 minutesinstead of waiting until the end
of the day or waiting untiltomorrow.
You and I know that's usuallyjust procrastination.
They're in the water, they'reflailing around, they've got
their hand up, come and rescueme.
You don't want to say wait tilltomorrow.
In our own state of the industryguide, we found that 23% of big

(05:30):
group gyms take more than 60minutes to call somebody who's
asking for help, and 14.4% ofgyms don't call their leads at
all.
Now, if this is you and you'resaying, I need more leads, but
you're not calling the leadsthat you get, you're just hiding
from the work that needs to bedone.
So if you're one of these gyms,this one change will profoundly

(05:51):
impact your sales.
When you call somebody, here'sexactly what to say.
Hey, Jill, it's Chris fromCatalyst Fitness.
I saw you just filled in ourform, and I can't wait to get
you booked for a no-sweat intro.
Do you have time tomorrow or thenext day?
Okay, that's it.
Like get over this internalmonologue of I need to convince

(06:13):
them, or we build these thingsup way too much in our mind.
Keep it really simple.
Follow this script that I've goton the screen here.
Call them again.
They might be busy, they mightbe distracted, they might see an
unknown number on their phoneand not answer.
Most gym owners, if they calltheir leads at all, will only
call them once.
Study after study has shown thepersistence pays off.
More contact attempts lead tomore conversions.

(06:35):
If they really don't want tohear from you, they'll just
block you and you won't getoffended.
We recommend making six attemptsover the first three days a lead
is in your system.
You've got to be persistent ifyou really want to help them.
Then I want you to follow upwith a video or a voice message.
And I still do this.
If you've ever been on the fenceabout joining TwoBrain, you
might have received a voicemessage from me through Facebook

(06:58):
Messenger or another medium.
And the reason is simple.
I want you to know that you'redealing with a real human here
and not a robot.
And a lot of your potentialclients are feeling the same
way.
They're starting to seeautomated tasks, they're
starting to distrust AI and botsin general.
Having that human connectiontriggers a part of our brain
that says you can trust thisperson.

(07:20):
And with so much automationthese days, a little personal
touch goes a long way.
Here's what to send in an audiotext, or a video text is even
better.
If you're comfortable on video,send this as a video text.
But if not, an audio text is,you know, still pretty good.
Hey, Jill, it's Chris over atCatalyst Fitness.
I saw that you were checking usout.
I just wanted to personally sayhi.

(07:42):
I'd love to show you around thegym and talk about your goals a
little bit.
So give me a call back orrespond here with a text.
Have a fantastic day.
That's it.
Like you were meeting a highschool friend in the cafeteria
line.
Hey, just wanted to catch up.
When can we get together?
When can we chat?
Just shoot me a text back at thetime that works for you.
That's it.
It should feel comfortable andnatural.

(08:03):
Book them sooner.
You are competing with othergyms for this person's business.
You're competing with overwhelm,distraction, procrastination,
all the things that got theminto this position in the first
place.
You're competing with those.
So when somebody is looking atyour sales calendar, it means
they're ready to make a changeright now.
Don't make them wait.
They'll second guess, they'llput it off, they'll

(08:24):
procrastinate, and they willcontinue to just watch their
health deteriorate.
So here's what we recommend.
These are the best practices forhaving appointments available in
your calendar.
First, you want to have athree-day booking window.
So only show the next three daysof available appointments.
So they can't trip themselves upand book two weeks down the road
and then change their mind 50times and cancel.

(08:46):
Second, you want to haveavailability during your peak
class times.
If you're a single owneroperator, this might be a little
bit challenging, but getsomebody to coach your classes
for you so that you can takeNSIs.
You want people coming into abusy gym because nothing
attracts a crowd of people likea crowd of people does.
And third, you want weekendavailability.

(09:06):
You know, one of the firstlessons I learned in the service
industry is that you need to beavailable when other people are
available.
And if you're trying to work anine to five in the service
industry, your clients won'tcome in because they're also
working nine to fives.
They're busy.
So only allow people to bookover the next 72 hours.
If you let people schedule anappointment further out, they're
way more likely to not show upfor that appointment.

(09:28):
Second, people buy gymmemberships at the same time
they usually want to go to thegym.
So make sure you have salesavailability during your peak
hours.
And third, we recommend offeringsome sales appointments on
Saturday mornings as wellbecause that's when they're
free.
Remember, the harder it is forsomebody to schedule with your
gym, the harder it is for themto sign up and buy.
Make it easy for them.
You want to have a very clearbooking link on your website.

(09:52):
This is my website, by the way.
It should be in a prominentplace and visible without any
scrolling.
It should be one of the veryfirst things that they notice or
see.
It catches the eye.
I use bright colors on my site,like a bright green, to make the
buttons really stand out.
Additionally, you want to put ascheduling link in the header
section of your Facebook andInstagram accounts to make it

(10:12):
easy.
If people have to look around tofind out how to book with you,
they probably won't.
They'll give up.
Most prospects won't actuallyself-schedule.
Some will book themselves in,but not most.
So before I show them thecalendar, I collect their name,
their email address, and theirphone number so that I can call
them, text them, and email themand try to book them manually if

(10:34):
they don't book themselves.
10 years ago, I can rememberthat self-booking was so novel
that most of my prospects justdid that.
They booked themselves in for ano-sweat intro and that was it.
But now you really have to guidethem step by step through the
process, again, just like you'recoaching them.
The sixth tip is to use a CRM.
We know that the average gym isgetting 31 leads per month, but

(10:58):
20% or more don't call themquickly.
And so the lead starts gettingcold.
Well, maybe they're not thatinterested in me.
Maybe I don't actually havetime.
Maybe I was premature in fillingout that form.
You can use software toautomatically respond to these
leads and start to nurture themand organize them, keep them all
in one place.
For example, I have a year ofautomated emails and texts that

(11:19):
automatically go out to peopleevery time a lead fills out a
form on my website.
That creates this kind of leadsafety net so that nobody just
falls through and gets lost.
It's still not as good as apersonal connection, but it's
something and it can keep theclient engaged until you can
step in personally and call themor send them that voice message
or that video text.

(11:40):
I use Jim Lead Machine by Kilo.
It's my favorite.
I think it works amazingly well.
But any CRM is better than noCRM.
Okay, here's an example of alead who received messages for
months from my lead nurturecampaign before booking an
appointment.
If I didn't have a process or anautomation like a CRM for
keeping these leads warm, Iwould have lost this sale.

(12:02):
And you can actually see here,this person comes back and says,
hey, I'm back.
Can I book a time next Thursdayat one?
During these months of sendingthese automations, I could have
told myself all kinds of crapabout this person, hating me,
not wanting to hear from me,getting annoyed, you know,
sending me to spam.
But instead, the software justkept up with texting them over

(12:23):
and over because the softwaredoesn't have feelings and
doesn't have self-doubt.
And eventually they booked.
And guess what?
If I hadn't done that, thisperson would not be coming into
my gym and would not be changingtheir lives.
It's really, really important tostay on top of them.
If you can't do it becauseyou're so busy that leads don't
matter to you, you can use a CRMto automate the process.

(12:44):
Just keep in mind that it's asafety net.
It's not the whole trapeze act.
You are it.
You need to get in front ofthese people and do like voice
messages, video messages, callthem and call them and call
them, and rely only on the CRMto catch the people who might
have otherwise fallen through.
Next, I want you to build acontainer.
And this is something I've beentalking about for 20 years now.

(13:06):
This is like the water supply,the reservoir from which all the
leads come into your faucet.
A container is a place whereprospects can go to get a taste
of your culture, to see how muchyou know, to get a feel for your
coaching.
So for TwoBrain, I run a freeFacebook group called
gymownersunited.com.
And inside that group, I tellstories, I give away knowledge,

(13:27):
I share free tools, and Iinteract with members of the
community.
So let me show you how you cancopy this as a gym owner.
TwoBrain mentor Kieran O'Dwyeruses his local Facebook group to
book an extra two consultationsevery single week.
Here's how he does it.
So first, every week he usesChat GPT or another online tool
to create a really helpful leadmagnet.

(13:47):
Then he goes into his freeFacebook group and he says, Hey,
I just made this.
Who wants a copy?
And then when people comment, hefollows a simple sell by chat
script in their DMs that I'mgoing to share with you in a
moment.
You want to make and publishcontent.
Content is your sticky net.
So people are out there roamingaround the internet and they're

(14:08):
searching for answers to theirbig problems.
Creating content is the numberone thing that I recommend gym
owners do to grow their businessbecause when people are
searching for help, you wantthem to find you.
And that's your content.
They're not searching for you,they're searching for answers to
their problems.
And that's what your contentshould address.
Good content not only helps whenyou get more leads, but it also

(14:29):
helps you to nurture the leadsthat you have and showcase your
authority and your expertise forthe clients that you have in
your gym too.
It keeps your business top ofmind so that when a lead is
ready to buy, they're thinkingabout your gym.
Now I'm going to break down afull content system later in
this training, but here are someexamples.
You know, I've got YouTubevideos here, I've got podcasts

(14:51):
here, I've got blog posts goingback the last 20 years at my
gym.
When somebody in Sault Ste.
Marie, Ontario, Canada islooking for weight loss, or
they're looking to get fit forhockey, or, you know, they're
looking to burn stress and theygo on Google or their favorite
search engine and they startsearching, they're always going
to find my stuff.

(15:11):
There's nobody else in my marketwith a bigger, stickier net than
Catalyst has.
And that just gives me a massiveadvantage that keeps growing
over time.
Tip number nine, publicly shareyour clients' wins.
Bright spots like this onecreate hope and hope creates
action.
You want to show people doingwhat your leads want to be doing

(15:32):
and achieving the things thatthey want to achieve.
This shows your lead that peoplelike them are succeeding at your
gym.
We collect our clients' brightspots in two places.
First, when we do our goalreview sessions one-on-one, we
sit down, we measure theirprogress, we say, Are you
completely happy?
And I'll explain the rest ofthat process later.
And second, we do somethingcalled Bright Spots Fridays and

(15:54):
we post this into our clients'Facebook group.
So every Friday, we ask clientsto look back at the week that
they've just gone through andpost what their favorite bright
spot was.
What was the biggest win thatthey had this week?
The purpose of this is sometimesthat we generate these bright
spots, which we post and weshare and we make the client

(16:15):
feel really successful andfamous.
But also because we want theclient looking within and
reflecting on those wins.
You know, in our culture, wetend to dwell on the negatives.
And that's what we think aboutall day.
And if we don't stop and takenote of the positives, we forget
them.
They just wash right off us.
And it's the same with ourclients.
They can lose 20 pounds and noteven realize that they're being

(16:36):
successful unless they take thattime to reflect.
And so doing Bright SpotsFridays helps them take that
time to reflect, think aboutwhat's going right.
It reinforces their decision tostay at your gym.
And it also gets us amazingsocial content.
We're not just asking the clientto do us a favor by sharing
their bright spots.
What we're actually doing isputting them on a podium.

(16:57):
There is nobody else in theirlife who is celebrating them by
bragging about them on Facebookor taking the time to make up a
congratulations post orhighlighting their picture on
Instagram.
You are it.
You are the only podium thatthey have, and making them
famous will make them also feelgrateful.
Preempt their objections.
Overcome their barriers beforethey even encounter those

(17:19):
barriers.
Most leads hesitate to buy forone of five reasons.
The first is money, the secondis time, the third is fear of
failure.
Like, is this gonna work for me?
The fourth is fear of lookingdumb, and the fifth is just
uncertainty.
So you can address all of thesefive potential objections
through your lead nurtureemails, your Facebook posts,

(17:40):
your website messaging, andgently talk about how other
people had these sameobjections, but overcame them,
took the risk, and got amazingresults.
And if people see thesepotential objections in advance,
then their questions are alreadyanswered before they even voice
those objections to you.
So here's a post that I wrote in2021, and it worked really well.

(18:00):
And so I've shared it withhundreds of different gyms, and
they've used it successfully inthe Two Brain Mentorship
program.
Let me explain why it's so good.
First, the very first line says,I will never be the cheapest gym
in town.
That tells people that I'm notthere to compete on price.
They're probably gonna read onbecause that's a pretty bold
statement.
The second thing is that I don'thave more equipment than good

(18:22):
life.
So they already know two things.
I'm gonna be more expensive thanthe fit for last down the
street.
And the second thing is whenthey come in, they shouldn't
just be giving a tour andsaying, oh, you know, Chris has
fewer peck decks than areavailable at the Global Gym down
the street.
What I do next is say I sellcoaching.
What this does is itdifferentiates what we do from

(18:45):
selling access, which is whatmost of the big clubs do.
Okay.
And we have lots of copy pastestuff like this in the
mentorship program.
Let me explain why I'm good atthis.
I've been doing this for about30 years.
And when people see these posts,they want to just copy and paste
them most of the time.
But sometimes gym owners thinklike, oh man, I can't do that,
right?
I have screwed this up so manytimes that when I finally find a

(19:08):
really good one, I give it togym owners who are in Two Brain
so that they can just copy andpaste it and they don't have to
go through all that trial anderror themselves.
All right, so that's mystep-by-step process for making
the most out of every lead thatyou get.
If you want a copy of this leadnurture cheat sheet, just send
me a DM on Facebook and I'mhappy to provide it for you.
But now let's move on to the funpart, which is actually getting

(19:30):
more leads into that amazingfunnel that you've just built.
So now we've filled the holes inour cup.
Now let's learn how to turn onthat faucet and start pouring
leads in because we're not goingto waste them anymore.
When most gym owners need leads,they frantically launch
discounts for these last-minutead campaigns.
Now I'm going to teach you thesystems the best gym owners use
to create that flow of newbusiness that's available

(19:52):
whenever they need it.
We recommend to all gyms in thetwo-brain mentorship practice
that they build four funnels andkeep them all running at the
same time.
These funnels are the referralfunnel, the content funnel, the
organic social media funnel, andthe paid ads funnel.
When you have these all going atthe same time, you don't get
into panics and do panickythings like just throw a bunch

(20:15):
of money at an ad agency.
We all know why referrals work.
If you think back to the bestclients in your gym, they were
probably brought in by areferral from another great
client.
We know that word-of-mouthadvertising is the best
advertising, but it's toopassive.
Sitting and waiting for peopleto talk about your gym is not a
marketing strategy.
Yes, getting people greatresults is important, but it is

(20:38):
not sufficient to bring newpeople in.
And as the owner of a coachinggym, you're in a unique position
of working face to face withevery client that you have.
That means you likely have verystrong relationships with all of
your members and they trust youwith their most important asset,
their health.
Affinity marketing is a systemthat turns relationships and
trust into more members in yourgym.

(21:00):
This might not be news to you,but your best clients tend to
come from your best clientsbecause good people tend to
surround themselves with goodpeople.
Your best clients are likelygetting good results at your gym
and they're happy with yourservice, so they're more likely
to talk about it.
But they're not likely toinitiate that conversation.
And waiting for your bestclients to be asked, how did you

(21:21):
lose 20 pounds?
is not gonna work fast enough tosustain your gym.
So we're gonna break down how toidentify your best clients and
get more people like them next.
Referrals are a nine-stepprocess.
Instead of sitting and waitingfor your best clients to talk
about you and drag their friendsin by the shirt collar, and two
brain, we actually break thisprocess down into nine steps.

(21:43):
So, first, you're gonna identifywho your best clients are.
And there's you know a verysimple process for doing this
that I'm gonna lay out here in amoment.
Then you want to find theirone-degree connections, the
people that they live with, workwith, or hang out with on the
weekends.
Then you wanna meet those bestclients for a goal review
session one-on-one.
When you do, you're going toupdate their plans, measure

(22:06):
their progress, make themfamous, you know, put them on
social media.
And then you're gonna bring upthis one-degree connection.
We call that a high affinityconnection.
Affinity is like magnetism.
You're gonna offer to help thatspecific person.
So instead of saying, You gotany friends you might like doing
this, you're gonna say, How canI help your husband?
After that, you're gonna givethe person who referred the

(22:28):
other person some kind ofreward.
And you're gonna repeat thisevery single month.
And quarterly, you're gonna runkind of a catch-all group event,
and I'll walk you through thatin a moment.
We wanna start with who are youractual best clients?
And so, what I'd like you to dohere is just take out a piece of
paper.
You're gonna draw a longvertical line down the middle of
it.
And at the top of the left-handcolumn that you've just created,

(22:48):
you're going to draw a smileyface.
And at the top of the right-handcolumn that you just created,
you're gonna draw a littledollar sign.
What I'd like you to do is justquickly pause this video and
think who are the clients wholight me up when they show up?
Not just the ones who are apleasure to coach, but the ones
who actually feed me withenergy.
When I see a big group in frontof me or a complicated workout

(23:10):
on the whiteboard, and I seethis person, Betty Lou, come
through the door, I breathe asigh of relief.
No matter what happens, BettyLou is going to make this a fun
time.
These are the people who show upwith batteries included and have
more energy than they need, andthat spills over to everybody
else.
These are the people who otherpeople in your groups look
around and say, Where's BettyLou?
Where's Dave?
When they're not there.

(23:30):
By the way, Betty Lou and Daveare two of my actual best
clients.
I want you to write three orfour, maybe five names in the
left side of that line underyour little smiley face.
When you're done that, I wantyou to move to the other column.
This is the dollars column.
Now, we all have clients that wereally, really love, but that
doesn't automatically make themour best clients.

(23:51):
Our best clients are also theones who don't have issues with
our price, who want to buy everynew t-shirt that we sell, who
sign up for the specialtygroups, who bring their kids,
bring their parents, bring theirspouse as often as possible
already.
This tells us that they'rewilling to do that.
And so under the dollar sign, Iwant you to list your top 10
clients who pay you the most.
So just, you know, open up yourbooking management software,

(24:15):
find the 10 clients who paid youthe most last month and list
them under this column.
After you do that, here's whatyou're going to notice.
I promise I've done this withthousands of gym owners, and
this happens every single time.
What they'll find is that threeor four of the names appear on
both columns, the people whomake you the happiest and the
people who pay you the mostmoney.
Those are your best clients.
This is the left brain and theright brain talking.

(24:37):
I want you to circle those bestclients, and we're going to go
to work with them on referralsfirst.
Once you've got those bestclients listed out, you're going
to pull open a sheet like this.
And you can sketch this out ifyou want to, but if you want a
copy of this actual worksheet,remember you can just send me a
DM after the presentation andI'll give you a copy of all the
worksheets.
We call this an affinitymarketing cheat sheet.

(24:58):
And what we're doing here iswe're listing the people who are
closest to our best clients, andwe're going to be very
systematic about this.
So first you're going to listyour best clients in that left
column, one at a time.
Then you're going to askyourself, client by client, what
do I know about their family?
What's their spouse's name?
What are their kids' names?
How old are they?
Are their parents still around?
What are their names?

(25:18):
And if you can only think of oneor two names, that's okay.
Just put that down.
Then you're going to move to thecoworker column and say, what do
I know about this clientprofessionally?
Where do they work?
Well, I know she's a hygienistat that dental office downtown.
You might want to list theirfavorite coworker, you might
want to list their workplace,you might want to list their
boss or their employees.

(25:39):
Put them right in this column.
Then you're going to askyourself, who is the friend that
they talk about?
Who do they hang out with on theweekend?
You know, uh, who is their BFF?
Uh, who is the person thatthey're always traveling with?
Write that down too.
And then finally, list theirhobbies.
Okay, what are they doing on theweekend?
Oh, they're they're travelingwith their kids, sports team, or

(25:59):
whatever.
Oh, they're golfing or they'reskiing or whatever.
Put that hobby down.
And what we're looking for hereare other people in your
clients' lives who probably haveabout the same income.
They work in the same place, orthey're married to them, or they
have the same hobbies, who havethe same interests, especially
in health, and who know, like,and trust and want to do more

(26:21):
things with your best client.
These are the incentives thatyou give people for referring
their family and their friendsand their coworkers the
opportunity to do more thingswith people who they love and
who love them.
Secretly, though, we're doingsomething to really improve
their health.
If a client goes home afterworking out in the gym and all

(26:42):
they hear about is, hey, youknow, why are you paying so much
for this gym membership?
Ah, geez, you've been going forsix months.
I don't see any big changes.
Or maybe it's just, why do Ihave to always get up at 5 a.m.
to feed the dog because you'regoing to the gym at 5:30?
Or why are you always so tiredat night?
Your client is hearingobjections, sometimes from their
family or their friends or theircoworkers.

(27:03):
Why are you coming back to thework sweaty at 1 p.m.
every day?
By expanding the people aroundthem and getting those people
into your gym, you build a webof support that will practically
guarantee that your client can'tfail and will stick around
longer.
And this is why when yourclients refer their friends,

(27:25):
your clients stick around longerat your gym too.
It's also a retention metric.
But let's move on.
When you meet with your clients,review that affinity marketing
cheat sheet first.
You want to just ask about thehighest affinity connection to
them, the person who is closestto them on that sheet.
So if you know their spouse'sname, that's the name you want
to bring up at their meeting.
If you don't, and you know thecoworker's name, you want to

(27:47):
bring up the coworker's name oreven the workplace.
Okay.
You're going to meet with thesebest clients about every three
to six months.
And these referrals tend tohappen really naturally when the
client feels supported andyou're having just a natural
flowing conversation and you'reproposing bringing their friend
in or their husband or theircoworkers because you're trying

(28:07):
to help them.
So you can invite a client for acup of coffee, or you can just
even say, Do you have a fewminutes right after class and
start this conversation withthem?
The best place to ask forreferral is in a goal review
after you celebrated theirsuccess a little bit.

So here's what you do (28:20):
you sit down with them and you review
your their progress.
Okay.
You say, like, here was yourgoal when you started.
Has that goal changed since westarted, or do you have a new
goal?
And then what is it now?
This might also be a great timeto measure their progress and
say, are you completely happywith the progress that you've
made?
Okay.
And after you said, are youcompletely happy with your

(28:43):
progress?
you're going to get one of threeanswers.
The first answer is, hell yes, Ilove it.
Perfect.
We're going to celebrate them.
We're going to make them famous.
We're going to do a post aboutthem, as I said earlier.
If they say that, you know, I'mpretty happy with my progress,
but I wish it was going faster,then you would just make a new
recommendation, upgrade theirprescription.
And if their progress hasstalled, actually, you know, I'm

(29:05):
not really happy with myprogress.
Great.
It's better than them quitting,build a new plan.
But if they are making progressand they're happy, this is going
to help us celebrate them.
And then it's the perfect timeto ask for a referral.
When they say they're happy,offer to help the person from
that affinity marketing cheatsheet.
So look at the person who isclosest to them on that cheat

(29:28):
sheet.
You know, their husband, maybeit's their coworkers, maybe it's
their BFF, their bestie, or thehobbies that they do.
Pick one person, the person'sclosest to them, and offer to
help that person.
So, for example, Betty Lou, Ilove having you at my gym so
much.
As a thank you, I would reallylove to get Dave in here.

(29:48):
You know, I I want to kind ofget a support network
surrounding you so that you'renot making two meals every
night, yours and his.
I want him to understand whatyou're doing.
Do you think he'd be up forjoining a personal training
session?
With you next week?
Can we book them in?
If it's if you don't know theirspousal name or they don't have
family in the area, you look attheir coworkers and you say,

(30:10):
Jim, dude, I'm so proud of you.
You've made so much progress.
I know this is a stressful timeof the year for you at your
attorney's office.
Would it be helpful to you as athank you if I came in and we
did like a lunch and learn and Ihelped, you know, the other
attorneys and their associateswith some stretches they can do
at the desk, maybe a little QAabout what to eat or how to
reduce stress?

(30:30):
Would that help you?
Or if it's like a friend or ahobby, plan something fun and
inclusive.
So if I've got a lot of parentsat my gym who travel every
weekend because their kids areplaying hockey.
And hey, as a thank you to youfor being such a great client
and staying true to your goalsthrough all this travel, what if
we brought in your kids' hockeyteam and we did like a fun

(30:51):
Christmas party or a funyear-end banquet?
We'll have a little challenge,we'll make it feel like a fun
little combine.
It'll look like Ninja Warrior,the kids will love it.
It's on me.
Bring them in.
Just have every kid sign awaiver.
Now, if they're receptive, yousay, okay, great, look, I don't
want to burden you with this.
Do you have an email address ora cell number?
I'll take it from here.

(31:11):
So if it's their spouse, youshoot a text.
Hey Dave, I'm sitting here withBetty Lou.
We're just talking about you.
And um, we were just saying I'dlove to get you in to work out
with her.
Would you be up to coming innext Tuesday?
If it's their coworker, justgive me the email address for
HR.
Give me the email address forthe manager.
I'll take it from here.
I'll send them an offer.
If it's a friend or a hobby,hey, who's who's the coach of

(31:34):
your kids' team?
Okay, something like that.
Take it off their hands becauseremember, these people are your
best clients, but they're notyour best marketers.
They don't work for you.
They're not going to do thesesteps and they're not going to
feel normal.
You need to take the ball andrun with it yourself.
Now, when a client brings in anew member, you give them a
thoughtful gift, not a discount,not free months, not some kind

(31:55):
of bribe.
That'll make them feel cheap.
Remember, they are bringing insomebody that they care about,
somebody that they love.
And here's, you know, 20% offyour next month.
It feels transactional.
Give them something meaningful.
So team merch from my gym isalways super duper popular.
Give them a local restaurantgift card.
That shows that you put somethought into the gift and you

(32:16):
went out of your way to get themsomething custom or even just a
handwritten note if you can'tafford to give them anything
else.
But offering them like, hey,here's 20% off if you refer your
friend feels like they'reselling out their friend to get
the 20% off.
It feels transactional.
And that just doesn't feel goodto me.
If I knew that, you know, mywife gave my number to a
financial planner because shewould get like one free month of

(32:39):
financial planning, I would belike, what are you doing selling
me out for that?
Instead, when my wife refers meto a new financial planner, it's
because I know she wants me toget a great experience.
That deserves a thank you fromthe gym, but it's not a bribe.
It's not a transaction.
They maybe shouldn't even expectit.
It should be a surprise and adelight to them.

(33:00):
I'll give you a secret here.
When a client, a gym owner,refers another gym owner to
TwoBrain, I am so overjoyed.
Number one, because I just loveworking with more gyms, but also
because it shows that themindset of our client, the gym
owner, has evolved to a placewhere they're not scared to
bring their neighbors andfriends into TwoBrain.
It shows that they're thinkingabout the long game and they

(33:21):
don't have a scarcity mindsetanymore.
And so we give them this amazinggift.
This is a custom golden barbellfrom Rogue Fitness, and it's way
more impactful than me giving adiscount on mentorship or giving
them a free month.
This is custom, uh, it's it'slike a gold color plated.
It's got the two brain logo andthe rogue logo.
It's one of the best barbells inthe world, and people are jacked

(33:42):
when they get one.
You wanna be this thoughtfulabout your audience and what
they appreciate when you givethem a gift.
The key to success withreferrals is not to take a one
and done approach.
And I'll give you a hint.
I'm gonna say this about everysingle marketing tactic that I
give you.
You need to put the marketingtactics on repeat.
So every month you're gonnablock some time in your
calendar.
You're gonna sit down with thisaffinity marketing cheat sheet,

(34:05):
and you're going to use downtimein between your sessions to book
more goal reviews.
You have to constantly beturning the wheel, working the
system, opening the faucet,keeping the leads running in.
You can't just quickly open itup and close it again by not
repeating.
The key to success in marketingis what you repeat, not what you
learn, not what you do one time.

(34:25):
Now, once every quarter, youwant to host a bring a friend
event.
You want to keep it simple, nocomplicated movement.
You're not showing off yourability to identify and correct
the second pull of the snatch.
You want to keep it simple andlight and community focused.
You want to have lots ofopportunity for photos, high
fives, celebrate wins, and bookintros with people before they

(34:46):
actually leave.
This is not a free trial.
It's free, but the goal is thatyou have a conversation with
every single person who comes inand that you're very, very
prescriptive when it comes tothe process.
So some gyms, you know,historically over the last 20
years, would run this freecommunity workout on Saturday.
So people would come in, theywould work out, they would

(35:08):
leave.
And the gym owner would bestanding there with their hand
out, like, aren't you gonna signup?
Where's your Visa card?
Thinking that their product willsell itself.
It will not.
Having a great product isnecessary but insufficient to
sign people up.
What you want to do is run abring a friend event that's very
intentional.
So first you advertise it toyour clients.
Do you have a spouse?
Do you have a friend?

(35:29):
Are you tired of explaining whatyou're doing at this gym?
Are you tired of apologizing forbeing tired at night?
Okay.
Keep it simple and light andfun.
Have one specific date.
On Friday, the 12th, you'regoing to bring your friend in.
We're going to do this funlittle workout together.
You're going to have the friendsign up in advance.
You know, you can do it underthe pretense of signing a

(35:49):
waiver.
You need their informationanyway, but you're also adding
them to your nurture sequence inyour CRM.
When that client or futureclient signs up, you're going to
say, Do you have time to chatfor 15 minutes before our fun
little workout?
And you're going to chat withthem about their goals and
you're going to frame yourservice for them so that you're

(36:10):
overcoming objections to sales.
After they come in and they dotheir fun little workout, they
are on a high from your gym.
They're ecstatic.
They will never be more open tosigning up than they are right
that second.
And so you need to ask them.
You can't just wait for them toleave or somebody to walk over
and say, how do I sign up?
You have to invite them.
You have to coach them intotaking the next step, and that

(36:30):
is to making a long-termcommitment.
If you want to build a pipelinefor referrals, you can't just
wait and hope.
You can't stand there and getclients good results and just
hope that they'll tell theirfriends all about you and bring
their friends in.
That is not enough.
You have to take control of thereferral funnel and turn it into
something that's always flowing.

(36:52):
So you need to start byidentifying your best customers
first, finding their one-degreeconnections, their high affinity
links, you know, their friends,their family, their coworkers.
Then you need to meet them for agoal review session.
You can do that over coffee ifyou want to.
You can update their plans, youcan make them famous, and then
bring up the referralconnection.
Bring up the name of their highaffinity connection.

(37:14):
Offer to help that person.
Not an open invitation.
Do you know anybody who mightbenefit from my service?
That doesn't work.
How can I help Dave?
That works.
Would it help Linda to bring herin for a stretching session?
Can I help Bill's golf game bybringing him in and I'll teach
him five stretches he can do onthe course while he's warming
up?
That is how you do referrals.

(37:35):
You offer to help that person.
So you take the lead, you reachout to the new lead.
You don't wait for your customerto do your marketing for you
because it won't happen.
Then you reward the customerwith something bespoke, a custom
gift that shows that you reallyappreciate them, not just a
blanket 20% off bribe forselling out their friends.
Then you repeat this everymonth.

(37:57):
You have to do this over andover.
It gets natural feeling, it getseasy, it gets simple, it gets
fun.
Clients actually appreciate it.
They will thank you for askingthem for a referral because this
is how you change their life.
And every quarter, you can run aBring a Friend Friday event as
long as you're intentional andit's not just perceived as like
a free trial.
The second funnel is a contentfunnel.

(38:17):
Last year, I wrote this bookabout productivity and focus.
And I wish I had had this when Iwas a struggling gym owner.
It's called The Golden Hour.
And in this book, I outline howyou can consistently create
content, even if you're busy andyou don't know where to start.
I'm gonna walk you through it.
And if you want to scan the QRcode, you can sign up for the
Golden Hour Challenge and youcan get step-by-step
instructions.
But really, the importance ofthis book can't be understated.

(38:41):
The number one reason that mostgyms are not doing well, it's
not ideas for marketing.
It's not their programming, it'snot their equipment, it's not
their coaching or theircertifications, it's their
focus.
The gyms that grow the fastestin two brain, and I'm talking
like they're growing eight timesas fast as everybody else.
We measure it.
Those gyms have the power offocus.

(39:02):
And those gym owners have apractice that's called the
golden hour.
You probably have somethingsimilar to this in your life,
right?
A morning routine.
You get up and you do your dailystoic, you get up and you do
your cold plunge, whatever thatis.
What I want you to do is get upevery morning and do one thing
to grow your business before youdo anything else.
That's the golden hour.
Here's how the golden hour looksin practice.

(39:24):
First thing in the morning,before you're distracted by
email, before you startscrolling around on Instagram or
whatever, I want you to go to aplace where you can focus.
This probably means a place witha door that closes, right?
An office, a basement, somewhereyou're not going to get
disturbed.
Open up your mind by just doinga brain dump.
You know, get a blank sheet ofpaper or open up a tab or a

(39:46):
Google Doc, whatever, and justbarf out all the distractions
that are in your life right now.
Rant if you want to.
Just, you know, brain dump.
Get everything off your mind.
Because with a clear mind, youcan actually take action on your
marketing.
But you have to get it rid ofall those distractions first.
Lead with the marketing rep.
So before you do anything elsenow, you've got an open mind,

(40:07):
you're 10 minutes into yourgolden hour.
What you're going to do is onelittle piece of marketing.
I'm going to break that down foryou in a moment.
Then after you've done thatthing, you're going to start
working on the big project, thething that's actually going to
make a long-term difference inyour gym.
At the hour you end, 60 minutes,time, you're done, right?
Even if you're in the middle ofdoing something, you'll save it

(40:27):
for the next day, and the nextday we'll have a really easy
running start.
And then you're going to make achecklist of what needs to be
done so that you don't forgetanything.
That's the golden hour.
It's very simple.
And it's one of the foundationalconcepts that we teach in
TwoBrain because we know thatthe gym owners who do the work
in TwoBrain get eight times theresults of everybody else in the
industry.
Okay, let's break this down.

(40:48):
You need to find a quiet place.
This for me is a place with adoor that closes.
You can't do this at the frontdesk at your gym.
You can do it at a home office.
If you're not distracted bynoise, or if you have like big
headphones, you can go into acoffee shop or somewhere else
that you're not going to beinterrupted.
Focus starts with theenvironment.
You have to control yourenvironment if you want to have
focus.

(41:08):
Start each session with a braindump.
Get all those distractions outof your brain.
All the stuff that you woke upremembering or woke up stressed
about.
Oh, I got to respond to thatemail.
Oh, I really need to book ano-sweat intro.
Oh, I really need to book acareer roadmap with this coach.
Get all that out onto the page,right?
I'm mad.
I feel crappy because I ate toomuch sugar last night.
Get that out of your head.

(41:28):
Write down anything that mightbe distracting you.
This clears your mental clutter,making room for productive work.
I use this app called750words.com.
That's what I've got up on thescreen here.
The first 15 minutes after youclear your head should be spent
on marketing, the things thatwill actually grow your gym.
That's publishing content,that's checking in with your
clients, that's lead nurture.

(41:49):
These are the things thatactually drive growth.
Look, I hear this from gyms allthe time, and I swear I've heard
it a thousand times.
I'm very, very busy, but my gymisn't growing.
That's because the work thatyou're doing lacks focus.
You're doing busy work.
You're getting up at 5 a.m.,you're driving to your gym,
you're coaching the 5:30 a.m.
class.
After that, you've got apersonal training client at 6

(42:11):
30.
And then after that, you run outfor breakfast because you've
only got 30 minutes, and thenyou come back and you know it's
it's 9 a.m.
and you've got a staff meetingor you've got to do your own
workout, and then you got apersonal training client at 10.
And before you know it, it's 9p.m., you're laying your head
down on the pillow and youthink, what did I actually
accomplish today that's gonnachange anything in my gym?
And the answer is nothing.
You were busy, but your gymdidn't grow.

(42:32):
And that means tomorrow is gonnabe exactly the same, and the day
after that is gonna be the same,and the next 10 years are gonna
be the same if you don't change.
This is what most gym ownersstruggle to see is that if
they're not doing one thingevery day to grow their gym,
their gym will not grow.
You don't have to do everythingevery day to grow your gym.
You can't win the game all atone shot.

(42:55):
What you can do is win the dayand then win the day again
tomorrow.
So the marketing tasks that Iwant you to do are these.
On Monday, you're gonna createsome content.
You're gonna create a shortlittle video or a quick
10-minute little podcast justtalking about your programming
this week.
It might be a blog post.
There are new AI tools that canhelp you with all of this right
now that's never been easier.

(43:16):
And trust me, I've beenrecommending this for 20 years.
Create some piece of content.
That's it.
In that hour, that's your job.
Tuesday, you're gonna distributethat content.
So you're gonna publish it onyour website, you're gonna share
it on your social feeds,Instagram, Facebook, maybe
LinkedIn, Google My Businessmaybe.
Then, once it's out there, yourtask is done for the day and you

(43:38):
can move on to the next thing.
But you've done some marketing.
Wednesday, you're gonna check inwith five clients.
This is how you book those goalreviews that lead to the
referrals that I talked aboutearlier.
So you're gonna send yourclients a DM.
How's it going?
Can we get together?
Here's a link.
Get on my calendar, book a goalreview.
Thursday, you're gonna open upyour CRM or your spreadsheet or
your you know little stickynotes, wherever you're keeping

(43:59):
your leads, and you're gonna goback through them.
Hey, why didn't that person booka no sweat intro?
I better send them a message.
Why didn't that person show up?
Maybe I should check in.
Okay, that's what mining yourleads is all about.
And don't forget, former clientsare also leads.
They're likely to join again.
Friday, you're gonna scheduleyour social media content for a
whole week.
This is easiest done in batches.

(44:21):
And tools like Kilo can makethis really simple for you.
If you know you're not scared touse the Facebook meta platform,
you can schedule out yourFacebook and Instagram ads that
way if you want to.
These aren't ads, by the way,they're social media posts.
I said ads, but I meant posts.
You want to publish these inadvance so that you know that
they're done.
And so next week, you know, likeI don't have to open up

(44:41):
Instagram.
I don't have to feel divineinspiration or figure out what
to say or find the perfectpicture.
It's done.
That's what you're gonna do onFriday.
Saturday, you're gonna go intoyour gym with your camera.
At my gym, it's the funnest,biggest class of the week.
You're gonna take some pictures,take 10 client pictures of their
face, smiling, working out,having fun.

(45:01):
And ideally, two client videos.
Hey, just I'm just wondering,what do you think about that
workout?
Or, you know, what brought youto Catalyst in the first place?
What's your favorite part aboutmy gym?
What advice would you give tothe person you used to be?
That's a great one.
Okay, get those on your phoneand you'll use them next week
when you're planning out yoursocial media calendar.
And then Sunday, you want to dosomething for your staff.

(45:23):
Remember that staff retention isjust like client retention.
Staff recruitment is just likeclient recruitment.
And so what you want to do issend your staff a weekly
preview.
This is probably just a voicemessage.
Here's what's coming up.
This client is coming back aftergiving birth to her first child.
Here's what the programminglooks like.
Here are the coach's notes forTuesday.

(45:43):
Here's what to focus on.
By the way, Mike had a 500-pounddeadlift last week.
Make sure you celebrate that inclass.
That's it.
That's the weekly preview.
These are the marketing tasksthat actually grow your gym.
The first marketing task of theweek is to create some content.
And this is more important thanit's ever been right now,
especially in the age of AI,because Google doesn't just
search results and send thesearcher to a website anymore.

(46:06):
Google searches results andtells people the answer.
If you have the published answeronline, people will find you
faster than ever before.
It is critical now.
It used to be a nice to have,then it was like a very
important thing to have.
Now it's critical to have a blogor a quick cast or YouTube or
all of the above.
So should you write a blog orshould you do a quick cast?

(46:27):
A quick cast is like a 10-minutepodcast and you can record it on
your phone.
It's very, very simple.
What I do is I look for like thetop five fitness themes that my
clients or leads might be askingabout.
And this is where I'll useChatGPT.
Hey, what are five hot topics infitness right now?
And ChatGPT or Claude orwhatever will say, uh,
everybody's talking about coldplunges.
Okay, great.

(46:48):
Let's do a blog post or a quickcast on cold plunges.
That takes about five minutes,my thoughts on cold plunges.
Then I'll take five minutes andpreview my group's workouts for
the week.
That's comfortable, that's easyfor me.
I can talk about our programmingall day.
Then, you know, you can um youcan do whatever topics you want
next week.
I usually record two or three ofthese a week at a time, and I

(47:10):
give you 30 topics in the goldenhour book.
If you want to get the goldenhour book, there's some topics
in there to get you started.
It feels like you're beinginterviewed, it just makes this
whole process really, reallysimple.
By the way, if you want to getthese 30 topics, you can get
them in the golden hour book, orI've got a copy of it in the
worksheet package that I'll giveyou if you just send me a DM on
Facebook.
You know, you can look at thesetopics, pick one.

(47:31):
Number, number 12, how do wesupport our local community?
Well, let's hit record and let'stalk about it, right?
Just as if you're beinginterviewed by me.
Now, after you've done yourmarketing for the day, lead with
your marketing is the L ingolden hour.
You want to tackle your bigprojects.
These are the things that youknow will move your business
forward, but they often getpushed aside.
Sometimes they're a one anddone, like writing your

(47:52):
playbooks.
Sometimes they feel boring, likechecking your PL when it comes
back from your bookkeeper.
But these are the things thatactually make the big strides
forward in your business.
Planning a new program, youknow, looking at your annual
calendar and saying, boy, Augustis usually a slow month.
Maybe we need to put asports-specific conditioning
program in there and planningthat out.
These are like the big rocks,right?
These are the things that areimportant, but not necessarily

(48:16):
urgent.
So if we're looking at this, youknow, this quadrant, we can say,
what are my priorities?
Well, your marketing is urgentand important.
You have to do that.
Do that first.
Then, second, you want to do thenot urgent tasks, the things
that you've been putting off,the things that your mentor has
assigned, the things you readabout in my book, and spend some
time copying those things down,you know, doing the work,

(48:38):
writing your SOPs.
The first time this everhappened to me, my mentor said,
You got to get your entirebusiness out of your head.
Write down step by step everysingle thing that you do in your
business.
And so I started by, you know,how to open the gym in the
morning.
So I had this piece of paper anda pen, and I parked my truck and
I walked across the parking lotand I wrote down where I parked
because I parked where I parkedfor a reason.

(48:59):
Then I wrote down, okay, Iunlock the door and I open it
up.
Oh, I've got to chip ice off thedoorstep.
Write that down.
Okay, chip the ice, salt thedoorstep.
Okay, the next thing I do isturn on the lights.
Here is where the light switchis.
And this thing spiraled andsnowballed into this massive
playbook.
And I've never rewritten itsince.
I've updated it, but it's been20 years, and I'm still

(49:20):
benefiting from that one actionthat I did sitting at my coffee
table over a long weekend backin 2005.
Stick to the one-hour limit.
This keeps you focused, iteliminates burnout, and it gives
you a running start the next daybecause you can just pick up
where you left off.
If you have a project that isn'tfinished, great, tomorrow's
gonna be real easy because youknow where to start.
As you're working, new ideas aregonna pop up.

(49:42):
Oh, gee, I can't forget to dothat.
Write them down immediately.
Get them out of your head, butdon't let them derail your
focus.
I use Google Tasks for this, Ikeep the app on my phone.
And as I'm working on one thingand something else pops up, oh
geez, I got to pick up, youknow, the cleaning.
Just put them on Google Tasksand get right back to work again
so they don't distract you.
Remember, if you want a copy ofthis, this is your golden hour

(50:03):
challenge checklist.
Uh, you can just send me a DM onFacebook and I'll send you a
copy of all the worksheets fromthis presentation.
All right, now I want to talkabout organic social media.
This is the one that everybodyknows they should be doing more
of, but you have to beintentional with your social
media.
You can't just put up, you know,the one weird picture of
somebody with like torn handsand think that's gonna attract

(50:24):
clients.
But by the, you know, anothertoken, you don't have to
overthink this stuff.
You don't have to plan out yoursocial media in advance and make
the perfect post.
There's no single one postthat's gonna get you clients.
It's really the accumulation ofmultiple posts that build trust
and care and a sense ofknowledge over the years that
really counts.
First, let's start with theframe.
Here's what you're trying to getacross when you're on social

(50:47):
media.
When visitors see any type ofmedia on your platform,
especially, they should be ableto immediately fill in the
blanks in this sentence.
This business helps this type ofperson achieve that result.
That gym helps people loseweight.
That gym helps people get fitfor basketball season.

(51:07):
That gym helps people feel greatabout themselves.
Okay.
So, you know, as an example,this business helps busy parents
achieve weight loss.
Think of social media as yourfree sample.
Make sure that your prospectslike the taste because they will
want to put themselves in theshoes of the person who's in the
picture and say, does it fit?

(51:28):
Now let's talk about what topost where.
This is a sample recipe that youcan follow to make the
decision-making process easy.
The reason that people don'tpost enough on social media is
because they're always trying tocome up with the perfect post
and they think, oh, I've gotnothing to say.
This it will help you just getsomething out there.
It's way more important to beconsistent than it is to have

(51:49):
the perfect post.
As I said, your posts tend tosnowball and you're creating a
body of work instead of like oneperfect reel.
So what you want to do here isjust get something out into the
world.
Here's my, you know, uh, here'smy idea, here's a concept,
follow this framework, it'llhelp.
Monday, do something aboutmomentum Monday.
Okay, so hype a reel orsomething like that.

(52:11):
Um, show lifting, show a clientsucceeding at something.
Then you can do a Tuesdaytechnique.
Hey guys, it's Coach Chris, andtoday I'm gonna teach you how to
do a proper squat.
Uh winning Wednesday, it buildsmotivation.
You're gonna highlight a client.
Here's where they were before,here's their favorite part of my
gym.
Testimonial Thursday, right?
This is where you take a brightspot with your client's

(52:31):
permission and you share that.
Or you say to your client, hey,can I just grab you after class?
I want you to tell me yourfavorite thing about my gym.
And then feature Friday is talkabout your business.
What's your mission?
What caused you to start a gym?
What was your history?
What was your first workoutlike?
And then Saturday, you want tohave something about um just
positivity.
Oh, I love my gym so muchbecause here's the best thing I

(52:53):
heard this week.
Something like that.
Again, like you're not trying tobe perfect.
There's no secret recipe.
The recipe is bake the breadevery day and just keep doing
it.
Now, what turns your socialmedia from a brochure into new
clients is how you engage withpeople who engage or interact
with your social media.
You want to contact everybodywho engages with your social

(53:15):
media really quickly.
You want to reach outrepeatedly, you want to start
chats, you want to get DMs goingwith them.
And the goal is to get aresponse and start a real
conversation and just move downthe funnel.
We call this process sell bychat.
Here's how it works.
Here are the steps to doing sellby chat.
I'm gonna break them down indetail for you.
The first step is to engage withthe person, right?

(53:36):
Just say hello.
So, as an example, you can say,hey, thanks for the follower.
Thanks for hitting like on thatpost.
Are you working out right now?
Right?
Remember that like a questionmark is kind of like an
upside-down fish hook.
When you ask a question, peopleusually bite and they want to
continue the conversation.
After that, you want to start byqualifying them, right?
So you ask them about theirgoals or their habits.

(53:58):
So you might say, like, well,what are you doing for fitness
these days?
Now think about meeting somebodybrand new.
You're standing in a very longcoffee line, and uh you notice
that they're, you know, they'vegot their workout bag or
something like that, and justsay, hey, I'd notice the workout
bag.
You know, do you belong to agym?
What have you been doing forfitness these days?
Make it feel natural, right?
What would you say to a friendthat you just ran into after a

(54:19):
long period away?
The first few times you do this,it's gonna feel awkward, but you
just get better and better andkeep in mind that you're trying
to help this person and you'reeventually gonna coach them into
joining your gym and changetheir life.
Third step is to validate theiranswer, right?
Make them feel like they'redoing something right.
I used to, you know, try toalways tell people they were
doing something wrong.
And I would think like, oh,that's gonna talk them into my

(54:40):
gym.
Uh what are you doing?
Well, I'm jogging.
Well, jogging is so bad for yourknees, you should join my gym
instead.
You know, uh wrong.
What you want to do is validate,right?
So you want to say, oh, that'sgreat.
So you're jogging because youwant to what?
You want to build yourendurance?
You know, you're jogging becausewhat?
You're you're trying to use theshoes that you got for
Christmas, whatever that is, youwant to validate what they're

(55:03):
doing and ask their reason.
Then you want to offer to helpthem.
You are a professional coach.
That means that you will offerto help them first.
We call this the help firstphilosophy.
And so you want to do somethingthat will help them.
So, what you might want to do isoffer some value or advice
inside your service.
Hey, I happen to be a fitnesscoach.
Um, while we're standing in linehere, can I ask about your

(55:24):
program?
And then you want to segue into,you know, some of the clients
that I've worked with have hadgreat results by doing this.
Some of my clients tie theirshoes differently.
They make a loop in the topholes and they feed the string
back through and then they tiethem tighter and their shoes fit
better on people with smallheels.
You know, have you tried that?
Something like that.
Help first, give them someadvice that builds on what

(55:46):
they're doing instead ofcontradicts what they're doing
and makes them feel bad.
Suggest a quick chat topersonalize their help.
Now, this is the awkward partfor most people, but it's
really, really simple.
Hey, do you have time to chatabout this a little bit more?
I mean, this coffee line is notreally the best place for it.
Am I right?
You know, or if somebody comesup to me at a hockey arena where
we're watching kids play andthey're like, oh, you're that

(56:06):
guy that owns that gym, I'llsay, Yeah, you're working out
right now.
And they'll say, Yeah, you know,I'm going to good life.
And I'm like, how's that going?
Well, you know, I try to getthere three times a week, but
it's tough.
I say, Yeah, you know, a lot ofmy clients find the same thing.
And the reason, honestly, thatmy business exists is because
people make an appointment.
We know that they're going to bethere.
And they'll say something, andI'll be like, you know, this

(56:27):
isn't really the time or placeto chat about it.
I got to go.
Are you open on Tuesday?
Maybe we can have a 15-minutechat.
I can call you or you can comein and take a look, right?
It's that simple.
Make it flow that easily.
And remember, you are coachingthem to make the decision that's
going to change their life.
So you can say, let's book aquick call to plan your results.
Does that sound good if you'rein social media and you're

(56:48):
sending this as a text message?
Let's book a quick call to planyour results.
Sound good?
Notice again that I'm endingwith that fish hook, that
question mark so that they feellike they have to respond.
Now remember what I said aboutlead nurture.
You want to schedule a callright away, not well, let's
let's talk after Christmas.
What you want to do is get theminto a sales conversation within
24 hours.
And if you can, and you're DMingthem, you can say, hey, I got a

(57:11):
couple minutes right now.
What's your number?
Or hey, look, I'm right betweenclients right now.
Is this a good time for you?
I'll call you right away.
Continue the conversation and itwill feel more natural, and
you'll be more likely to getthem to take the next step.
If they say, no, I don't havetime right now, or no, I'm not
ready to chat, or no, I'm notready to switch gyms, or I'm
already working out and it'sgoing great.
No worries.

(57:31):
Hey, um, can I add you to ouremail list?
I've got some other great tipsthat I think you might really
find valuable.
That's all you got to say.
Continue to add value, set themup for long-term lead nurture by
getting them into yourcontainer.
Keep the conversation going.
You want to make it feel likeit's not a monologue or a
marketing advertisement, butit's a conversation.

(57:52):
And so if you haven't heard fromsomebody for a while, follow up.
Like give them a week and thenjust ask them as you normally
would.
Hey, did you wind up tryingtying your shoes differently?
Did you wind up trying that dietbook that I gave you?
Did you wind up trying a longerwarm-up or those stretches that
I sent you earlier?
You know, a lot of people whoread my book, Help First, think
that good marketing is justgiving away free information.

(58:14):
It's not.
Free information builds a littlebit of trust, but you're not
going to change a person's lifewith information or even
knowledge.
You're going to change theirlife by getting them into your
gym.
And so you need to continue thisconversation and continue to
coach them into coming in andsigning up.
Their lives will not changeuntil that happens.
Now, look, I've got a worksheetfor this too.

(58:35):
And if you want a copy of allthe worksheets put together,
just shoot me a DM on Facebook.
I'd be more than happy to sendthem over to you.
So that you've got a script tostart from.
Practice the script, follow itverbatim at first, and then if
you want to change it orcustomize it later, great.
But if you try to invent thisstuff from scratch, you'll just
get paralyzed.
You'll just procrastinate and itwon't get done.
Follow these step by step atfirst, get some momentum, and

(58:58):
then tweak it later if you wantto.
All right.
The elephant in the room is paidads.
A lot of gym owners hate doingpaid ads, but they do still
work.
We deliberately teach ads as thelast funnel inside two-brain
business or mentorship practicebecause the other ones are fast
to get set up.
They require little to no moneyor investment, and they multiply

(59:20):
the results that you'll get frompaid ads.
If you get one lead in from apaid ad, and then you use
referral marketing on thatperson, that can turn into two
people in your gym and youdouble the ROI that you get from
your paid ads.
The goal of running ads atTwoBrain is to get you qualified
leads as quickly and as cheaplyas possible.
And so when you are working withTwoBrain and you get on a call

(59:42):
with a marketing specialist,they're gonna have an ad set up
for you already.
And they're gonna teach you howto keep running that ad, and
they'll even follow up with youto make sure that you've got it.
It's really important to me thatyou understand ads.
Before you go out and hire an adagency, you need to know the
basics yourself so that you knowif you're actually.
Getting good results, or ifyou're just getting ripped off.
Unfortunately, not every adagency has your best interests

(01:00:05):
in mind.
And all of them are incentivizedto spend all of your money,
whether you're getting resultsor not.
I want to teach you how to do ityourself, and then you can
decide if you want to hiresomebody to do it for you.
So when you start with T-Brain,we we build your first set of
ads for you, and then we teachyou how to tweak them, and you
can even have us continue to dothem with one of our partners if

(01:00:25):
you want to later.
But the goal is to get qualifiedleads as quickly and as cheaply
as possible.
Time-based challenges have beenthe primary campaign for fitness
marketers for the last 30 yearsfor a good reason.
They work.
And even if you might not beattracted to this ad, chances
are that your ideal clientprobably is.
Now, we're not trying to set upa slimy bait and switch, and a

(01:00:45):
lot of that went around ourindustry in 2018 when Facebook
ads were cheap.
What we are trying to do is usewhat works to get people in the
door with what will work tochange their lives.
So the two-brain spin on theseis that you are promoting a
challenge through your ads, butyour challenge is your on-ramp
program and it's framed as achallenge to be more fun, more
enticing, attractive, and canget people to like complete the

(01:01:09):
whole challenge, right?
So your challenges might betwo-week on-ramp, it might be
four weeks, whatever, but we'regoing to promote it with your
ads as a challenge.
Remember, in your ads, you can'twrite an entire book about
what's in our challenge.
We're going to teach you thisand that.
The ad is there to get theirattention and to get them to
take the next step, which is tobook a call with you.
That's where you can explainwhat the challenge actually is.

(01:01:30):
Okay, now it is also stillreally important to refresh your
ad.
So every two to three months,change the name of your
challenge to freshen up yourcreative.
A caveat here is thatadvertising, especially on
social media, is a science andnot an art.
You're not just going to createthe most captivating,
eye-catching, creative picturein history and automatically win

(01:01:52):
new leads.
What you need to do is run threedifferent campaigns at a time,
test which one is working thebest, put all of your money into
that campaign, and when it's notworking as well, then you try
something new.
We teach you how to do all thisstuff with mentorship and even
build your first ads for you inTwoBrain.
Look, I understand that ifyou've been around the industry
for five years or more, youprobably have this picture in

(01:02:14):
your mind of running challengesand turning it into some bait
and switch thing.
We don't do that.
That is not what TwoBrain isabout.
I want you to have a gym thatyou can be proud to run and
never ever feel like a slimysalesperson.
If you don't want to market yourads as a two-week challenge or a
six-week challenge or a 30-daychallenge, then you can run a
similar campaign that draws onthe same human psychology

(01:02:36):
without saying the word six-weekchallenge.
These are called 5130 posts, andyou can try them for free as
social media posts first.
They also work great as ads.
Here's how they work.
I'm looking for this person whowants to achieve this one
outcome in 30 days.
I'm looking for five people whowant to achieve 10 pounds of

(01:02:58):
weight loss in the next 30 daysor whatever it is.
So here we go.
Here's a sample for you.
And if I look at the actualexample here, you can see the
5130.
Okay.
I'm looking for five maledoctors, five people who want to
get in the best shape of theirlife, one goal in the next 30
days.
That's what a 5130 is.

(01:03:19):
And you can test these on socialmedia for free and look at 46
comments, three shares.
Then you start your sell by chatto coach them into your gym.
If it works great, you can turnit into an ad.
Put some money behind it, right?
Pour gas on the fire.
Look, if you're trying to getmore people into your gym, you
can't just wait until it'surgent.
You have to build four funnelsand have them flowing all the

(01:03:42):
time.
Then you don't get into thesepanicked emergency states where
you're so desperate, you'll doanything to get a client,
including cutting your ownthroat with discounts, including
overpromising or feeling like aslimy salesperson.
If you can nail these fourfunnels and just keep them going
consistently, you don't have tobe perfect and you'll never have
to worry about lead flow again.
Wouldn't that feel great?

(01:04:02):
So thanks for making it to theend of this training.
If you want help implementingthese systems into your gym,
here's what to do next.
Scan this QR code and book acall with somebody on my team.
We're going to run you through abusiness diagnostic and
prescribe a custom plan based onyour gym's metrics.
That's why we're a coaching andmentoring company, because we're

(01:04:22):
not just giving you blanketrecommendation that works for
other people.
We're telling you how to fixyour gym and what to do today to
get started.
Look, this is important to mebecause the reason most gyms go
to business, nine out of every10 gyms eventually fail.
And the reason is money, and thereason is that you feel like

(01:04:43):
you're out there alone.
Like you're just not going tofigure it out, you're
overwhelmed, you can't do itall.
We hear that all the time.
TwoBrain exists to help gymowners.
And we've helped thousands ofgyms worldwide.
So regardless of what you'restruggling with in your gym,
even if it's not marketing,we've probably helped another
gym owner solve the exact sameproblem that you have.

(01:05:04):
The first step is to talk tosomebody on my team, make that
first connection, let meintroduce you, just scan this QR
code, and then we're going tointroduce you to hundreds of
other gym owners who have hadchallenges that you've had, who
are maybe going through the samethings that you are.
When we feel supported, we feellike we can tackle big problems,

(01:05:25):
the big problems that will stopus from owning a gym that we
love, from helping the people inour community change their
lives, and from making an impactin our society as a whole.
When you feel alone, you feelpowerless to change things, but
you're not powerless.
It starts with one connection,and that is talking to somebody
on my team about mentorship.