two brain

Episode 150 - The Wodify Affiliate Trend Report

A few months ago, Wodify released the results of its "CrossFit Industry Report" survey. The numbers caused a stir.

There are plenty of these surveys out there. Most are subjective: they ask gym owners what they think, or to self-report numbers. But this one is different: it's an objective look at data pulled directly from 4500 users' dashboards. And some of that data is downright scary.

Wodify has build their new Business Metrics Dashboard using TwoBrain metrics: ARM, LEG, and LTV. They're not an official TwoBrain partner, but TwoBrain gyms using Wodify do report a much easier time getting the metrics that matter every month.

So when the report showed an average LEG of 18 months, we were thrilled. Most of our data points to a lower number (around 13.4 months). While our data overlaps Wodify's, neither encompasses the entire affiliate spectrum. That data doesn't exist. The truth is probably a little higher than 13.4 months. While there are hundreds of very successful gyms in TwoBrain, gyms who start with us are often looking for help because they're in trouble. That means clients aren't sticking around long enough--a lower LEG score--and we work to fix that right away. So Wodify's LEG report was interesting. But it's ARM report was shocking.

According to the report, the Average Revenue per Member per Month is $84 at the gyms in the Wodify survey. That's extremely low. Most TwoBrain gyms are nearer the $200 mark, with some over $250. A gym with $84 would have to recruit and keep THREE TIMES as many clients as a gym with an ARM of $250...and do it with the same number of coaches. Obviously, that's a recipe for disaster.

So I indulged my curiosity and asked Olivia DiGiorgio about them. Olivia got her start by studying mathematics in college and began a career as a data scientist in the healthcare industry.  After falling in love with CrossFit, Olivia has since shifted to a more action-oriented application of mathematics and is using these skills at Wodify to help CrossFit gym owners better their business, customers, and athletes.  

Don’t Forget! Find out what stage of entrepreneurship you are in by taking the exclusive Two Brain test here: https://twobrainbusiness.com/test or schedule your free mentoring call by clicking here!

Links:

https://www.wodify.com/crossfit-industry-report-2018

 Episode 67 – Q & A with Coop

Today we are staying warm by the fire and doing a long overdue Q+A session.

We have a pretty long list of emails that we get after every show and I want to make sure that I give my attention to some of these because they are really good! I won’t be addressing questions addressed on previous Q & A episodes as those have already been talked about however, be sure to check out Episode 30 for more great questions and answers:

If you need help, you can watch our free videos that will help you transform your business here.

Be sure to check out Two-Brain Business 2.0 on Audible.com!

In this Question and Answer Session:

 What are the things I wish I had updated in the original Two-Brain Business audiobook?
 Is adding an "open gym" service to your CrossFit box a mistake? When is it the right move?
 The "employee vs contractor" debate for a CrossFit box
 Why do I always say, “Ask your clients what they want" instead of "How to give your clients what they need.”
 What are my top tips for content marketing?
 Why should you pay for the mentoring program when I publish so much stuff for free?
 How do I fill CrossFit Kids classes?
 Who are my mentors and why is having a mentor important?
 Why do I want to be a landlord instead of coach?
 What should you follow the intramural open with?
 Why do I talk about profit so much? Isn’t that secondary to how many clients you have?
 Why does Help First talk about other service industry businesses?

Timeline:

0:57 – Question and answer session introduction

2:11 – What are the things I wish I had updated in the Two-Brain Business audiobook?

2:58 – Is adding an open gym service to your CrossFit box a mistake? When is it a good idea?

5:28 – The "employee vs contractor" debate for a CrossFit box

6:53 – Why do I always say “ask your clients what they want" instead of "Here’s how to give your clients what they need.”

10:33 – Why it is important to also ask your staff what THEY want in their job

11:15 – My top tips for content marketing

12:16 – The first rule for content marketing: don’t wait

13:25 – The second rule of content production: don’t repeat yourself.

13:49 – The third rule of content production: treat all of your content as fishing nets

15:53 – The number four rule of content production: repeat yourself

16:58 – The number five rule of content production: it doesn’t have to be perfect

18:09 – The number six rule of content production: be a storyteller

19:33 – The seventh rule of content marketing: keep it simple

20:02 – Why should you pay for the mentoring program when I publish so much for free?

21:56 – How do you fill CrossFit Kids classes?

24:55 – Helping parents overcome their fear of CrossFit for their kids

25:38 – Who are my mentors and how do they help?

28:30 – Two-Brain Summit and modeling's place in the mentorship process

30:20 – Why do I want to be a landlord instead of coach?

32:26 – What do you follow the intramural open with to keep that momentum going?

34:45 – Why do I talk about profit so much?

36:45 – Why does Help First talk about other service industry businesses?

Ray Gowlett leads our UpCoach program. He is a former MMA fighter and motocross rider. In addition to this he is a big questioner of authority specifically within the education system. Ray in many ways is a shit disturber and what he doesn’t like is dogma, fake research, and unqualified opinion. If you are part of our UpCoach program you’ve spoken to Ray and you know he bounces around a lot. Today we are talking about the ten basic habits that every coach should have. The UpCoach program develops these qualities as he has learned himself so if you are looking for help within your gym be sure to reach out. Ray’s lectures at the Two-Brain Summit this summer will be amazing. If you have not already register do it now!

Reminder the 2017 Two-Brain Summit coming this June 3rd and 4th in Chicago. Be sure to register now!

Top 10 Habits Every Coach Should Adopt:

 Limit your coaching cues when working with clients
 Be an expert in personality types so that you can relate to clients effectively
 Adapt your coaching style to each client and personality
 Give clients what they want and not what you want
 See the big picture for your business and your client
 Eliminate arrogance within your coaching style
 Be wary of the "next big thing"
 Learn and become educated to understand evidence and research
 Understand the different needs and positions of your clients
 Learn the "bend, don’t break" principles relation to exercise

About Ray:

Ray Gowlett is a former professional MMA fighter, motocross racer and current research skeptic. His lab contains almost 600 subjects (it’s a high school) and Ray is constantly seeking new ways to teach and coach. Many of these kids are high-level athletes; just as many don’t want to be in the class at all. He’s always trying new things, but this cross-pollination of students means every innovation has to satisfy two standards:

 It has to make people fitter;
 It has to make people happier.

Ray coined the phrase we repeat at Catalyst often: “Exercise until you’re happy.” It’s the base of the hierarchy he teaches students. He also teaches research skepticism: how to read and rank the value of “research.” Imagine a generation of people who believe what they read on Facebook: that’s what’s coming, except for the students in Ray’s classes.

Timeline:

1:33 – Ray Gowlett Introduction

2:44 – The top ten really simple coaching habits every coach should adopt

4:02 – The importance of having mentors and coaches throughout your life

4:46 – Coaching Habit 1: Keeping your coaching cues to three or less

9:26 – Coaching Habit 2: Learn about personality types to effectively adapt to clients

11:03 – Personality tools to determine your personality type

12:33 – Coaching Habit 3: Being a different coach for every person

15:23 – Coaching Habit 4: Give clients what they want and not what you want

17:25 – Coaching Habit 5: See the big picture for your business and clients

19:58 – Coaching Habit 6: Eliminate arrogant coaching

22:52 – Ridiculous and arrogant posts from CrossFit box owners

23:35 – Coaching Habit 7: Be weary of the next big thing

25:35 – Cyclical knowledge and trends within the fitness industry

26:23 – Coaching Habit 8: Learning about understanding evidence and research

29:49 – Coaching Habit 9: Sharpening the saw and being critical of new ideas

31:38 – Coaching Habit 10: Understand all the different needs and positions of your clients

33:20 – Understanding projection bias within your program

35:41 – Coaching Habit 11: Be the voice your client wants to hear

38:38 – The way in which you should talk to your clients

39:46 – Coaching Habit 12: Bend don’t break principle

41:26 – The many types of conjugated periodizat

78% of new clients at Catalyst (my gym) in 2016 listed an aesthetic goal as their top priority.

"Fat burning" trumped "performance". "Fat loss" beat "strength". No one said, "I want to move better", keeping my 21-year-streak alive.

If your clients want to look like bodybuilders, why NOT incorporate some bodybuilding movement into your programming?

The line between "functional movement" and "bodybuilding" has never been a clear one. What makes a biceps curl non-functional? What makes a bench press un-CrossFit?

No one is adding mirrors to CrossFit gyms here. But would adding a hypertrophy element to your programming address what people actually WANT when they come to your gym? Food for thought.

Most guys who walk in your door don't want a better "Fran" time. They just want to look like Bill.

Bill Shiffler is the founder of CrossFit Renaissance, of Philadelphia. He's a professional bodybuilder, and today' he'll answer questions about combining physique-specific work with CrossFit.

Bill's program is Renaissance Physique. Today we dive into all sorts of topics about this program, how it works, and how you can start implementing the program at your gym. 

Check out this two-week starter template for more information on how it works. 

In this Interview:

• What is Renaissance Physique and Hyper Metabolic Training?
• Hypertrophy and its relation to CrossFit
• Getting bigger and building size with CrossFit

Plus:

• How to calculate a client’s basic metabolic rate (BMR)
• Endurance athletes and CrossFit
• Determining a safe rate of weight loss

About Bill:

Bill is the founder of CrossFit Renaissance and Renaissance Physique. Prior to CrossFit, Bill was a wrestler and body builder.  He is a certified strength and conditioning specialist (CSCS), Level 2 CrossFit trainer, and natural pro bodybuilder. He is passionate about helping people reach their goals whatever they may be. His new program Renaissance Physique uses HMT (Hyper Metabolic Training). This program is based on cutting edge and science based techniques to maximize both hypertrophy and superior metabolic conditioning delivering maximum results. 

Timeline:

1:31 – Bill Shiffler Introduction

2:32 – Renaissance Physique Introduction

4:25 – Bill Shiffler’s background and start with CrossFit and Body Building

6:52 – The Renaissance Physique training methodology

7:26 – Who is Renaissance Physique for?

8:18 – What is Renaissance Physique?

11:34 – Hypertrophy and its relation to CrossFit

13:11 – Getting bigger and building size while doing CrossFit

14:50 – Specific movement focus for someone wanting to gain weight with CrossFit  

16:14 – How many reps should you be doing to build mass?

17:32 – Volume is key with hypertrophy training

17:53 – Preventing accidental weight gain

19:40 –  Showing a desired physique picture during a consultation

21:29 – Addressing body aesthetic through nutrition

22:46 – Calculating a client’s BMR (Basic Metabolic Rate)

23:18 – Determining a safe rate of weight loss

24:00 – Setting up a client’s macronutrient partition

25:44 – Customizing a client’s nutrition and training program

26:41 – Why choose Renaissance Physique over pure CrossFit

27:41 – Why recommend pure CrossFit for a client over Renaissance Physique

29:16 – Hypertrophy based classes as a group

30:24 – Delivering Renaissance Physique to a client

33:13 – Focusing on body aesthetic after the CrossFit Open

34:30 – Marrying CrossFit Physique with bodybuilding

36:00 – Using the two week CrossFit Physique template for male and female clients

37:48 – Would hypertrophy and CrossFit be good for en

Today’s episode is a re-run from a recent webinar entitled “How to Set Your Rates.”

In this episode, we talk about raising rates at your gym and the tactics and repercussions that go along with this action. I also lay out a plan for how to make this happen and perform a question and answer session.

In this Interview:

•Calculate the income you need for your perfect day.
•The top services and other revenue streams you need.
•The math behind raising costs.
•My story of starting my first gym.
•Why discounts should be eliminated!
•How to calculate gross income and profit margin.
•Question and answers from gym owners.

Timeline:

0:17 – How to set rates introduction.
2:06 – Poll of who is joining the webinar.
2:49 – Why should you eliminate discounts.
4:15 – My story of starting a gym.
6:36 – Hiring a business consultant.
7:10 – What is your perfect day?
8:25 – How much income do you need?
9:17 – How to calculate gross income and profit margin.
10:12 – Extrapolating your net goal to a gross goal.
11:22 – Client payment spectrum.
13:31 – What are your diverse revenue streams?
15:15 – What are the top services and other revenue streams?
17:54 – What is your premium service?
19:49 – The math behind raising costs.
26:13 – Using the Two Brain Business template.
27:14 – Explaining rate increase to clients.
28:57 – Pulling the trigger on a rate increase.
30:43 – How to apply the Two Brain methods to your business.
34:16 – Question and answer time.