Truth vs. BS: Help Separate Fact From Fiction in the Fitness Industry

“Get 500 members.” “Online coaching is dead.” “Don't raise your rates.”

How much of the gym business advice flooding your social feeds is actually true?

In this episode, Chris Cooper cuts through the BS with a crucial request for gym owners: Be part of Two-Brain's annual “State of the Industry” report.

Every year, thousands of gyms worldwide contribute to the report, along with software platforms such as Wodify and Kilo, creating the largest fitness business data set in the world.

The data is reviewed by an independent analyst and then published to help gym owners make informed decisions about pricing, staffing, marketing and more—one gym owner even saved $100,000 on a lease just by reading the report.

The more gyms that participate, the clearer the picture becomes for every gym owner.

Please take five to 10 minutes to fill out the survey via the link below. In return, you'll get immediate access to 19 of Two-Brain's best resources and an advance copy of this year’s “State of the Industry” report delivered straight to your inbox.

Don’t just listen to the loudest voice you hear. Let’s separate fact from fiction together.

Links

"State of the Industry" Survey

Gym Owners United

Book a Call

Episode Transcript

SPEAKER_00 (00:00):
Hey, it's Coop here and I have a really important
request for you today.
I want to talk about truth and Iwant to talk about untruth, BS,
because there's a lot of noisein the fitness industry right
now, even more than ever, andwe're a pretty noisy bunch.
So you've probably seen allkinds of advice in your social
feeds, podcasts, books, ads,whatever.

(00:23):
Get 500 members or onlinecoaching is dead or$99 trials
are the future and don't raiseyour rates, you'll lose
everything.
And, you know, 5% churn is fine.
But how much of that is actuallytrue?
And how much is somebody justshouting on social media because
they're trying to sell yousomething?
Well, the fact is, like, youdon't have to guess.

(00:44):
We have real data.
And today I'm asking you to helpus make that data even better.
So every year we publishsomething called the State of
the Industry Report.
This is it.
It's the largest data project inthe gym business.
We collect numbers fromthousands of gyms around the
world.
We partner with platforms likeWattify and Kilo and combine
that with data from two braingyms and other independent

(01:06):
operators.
And then we just give it to youso that you can make real
informed decisions about yourprices, about your staffing,
about your growth, about yourmarketing, not based on fads,
not based on the loudest voiceat the meetup that you were at
last weekend, not based onguesses, not even based on what
somebody thinks might work, butbased on what actually does and

(01:28):
is proof.
That's what this is.
This guide is proof.
Here's how this whole projectstarted.
Back in 2018, I was working forCrossFit and I sat down at
CrossFit HQ to talk about apartnership with Two Bright.
And at one point, the executiveteam that was gathered at
breakfast said, what's thesingle most important thing that
we could do to help affiliates?
And I said, that's easy, collectdata, publish it.

(01:51):
And their answer, this is averbatim quote, was, that's a
great idea.
We'll never do it, but go ahead.
And so I did.
And since then, our team has putmonths of work every year into
collecting and analyzing andpresenting the best data in the
industry.
Why?
Well, because nobody else will.
You know, Ursa won't do it.

(02:12):
CrossFit won't do it.
And you shouldn't have to relyon guesswork to grow your
business.
I mean, this is your livelihoodon the line.
You know, in this guide, we putstuff like how much is the
average gym profiting?
How many people come to theaverage class time?
You know, everything.
Like, what's the average gympaying out in expenses?
And what are those expenses?
How many members does theaverage gym have?

(02:33):
How many people show up to theaverage class?
What's the average revenue perthe average in a coaching gym?
How long do people stay atcoaching gyms?
All the stuff that you need tomake decisions because you and I
know what happens.
You start a business, you'retrusting your gut, and then
every time you're wrong, itfeels like a gut punch because
then you have to go back and fixyour mistakes.

(02:54):
I want to save you from allthose mistakes by just giving
you the answer.
This is it.
But your voice matters here.
Because the more gyms thatparticipate in the survey, the
better the report becomes.
And that's why I'm asking youright now to take 10 minutes and
just fill out the survey.
And you'll help create a clearerpicture of what's actually
happening in the industry, notjust for Two Brain Gyms, but for

(03:16):
everyone.
This is a chance to raise thestandard for the whole
profession, to make sure thatgym owners aren't just guessing
anymore, and to make sure thatyou aren't either.
So after you do fill it out,here's what you'll get.
I'm going to send you a PDF copyof the state of the industry
report before anybody else getsit.
This is gonna give you someinsights that you can use to

(03:37):
guide your pricing, tell youwhat you should be and set your
future prices, to forecast yourgrowth, like how much should you
expect to grow, to identify thetop performing models.
Is group coaching reallyproviding people?
Let's find out.
I really don't have a dog inthis fight.
What I have is data instead.

(03:58):
I want you to also avoid costlymistakes because we've had gym
owners tell us that they've usedjust one stat in this report to
guide a six-figure decision.
They looked at what is theaverage gym paying in lease, how
much space do they need, andthen they made a lease decision
to save them$100,000 just fromreading this free guide.
Right?
Right.

(04:38):
And I know you care about thefuture of fitness.
That's why you're stilllistening.
And that's why this mattersbecause truth wins.
Here's what I want you to doright now.
Click the link in the show notesor below this video.
It takes 10 minutes to fill outthe survey.
Make your voice heard.
Tell us how you're doing.
It's important.
Help us separate truth from BSin the fitness industry and help

(04:59):
yourself make better decisionsin your gym.
We built this industry by doinghard things, didn't we?
And this is one of the easyones.
Thanks for being part of all ofit.
I'll talk to you soon.