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

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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

Being a good coach isn't enough to build a profitable gym, but the skills you’ve learned from fitness can help you grow your business—if you know how to apply them.

In this episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper explains why the habits you’ve developed through training directly translate to running a successful gym.

He breaks down 11 fitness skills every gym owner already has, such as resilience, adaptability, discipline and progressive overload, and how to use each skill in your fitness business.

Coop also explains his simple Golden Hour habit—doing one thing every day to grow your business before doing anything else—and how it can transform your gym the same way daily training transforms your body.

Tune in to learn the full breakdown of skills and how you can apply them to build a stronger, more profitable gym.

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2:06 - Habits, resilience & virtuosity

9:58 - Progressive overload & recovery

12:57 - Measurement, coaching & feedback

20:33 - Accountability & adaptability

22:39 - Long-term vision & hope

The data every gym owner needs is finally here!

The 2025 “State of the Industry” paints a clear picture of what's driving success in the gym industry.

The guide delivers critical benchmarks and insights from thousands of gyms worldwide, giving you the clarity to make confident decisions about pricing, staffing, retention and growth in 2026.

How long are gyms keeping clients, and what's driving the biggest retention improvements?

What's the difference between big group, small group and one-on-one training, and why does this matter for your bottom line? Why are 70% of gyms still teaching big groups when small group training shows better profitability and retention?

How many members should you have before hiring your first coach? Why hasn’t coach pay increased despite rising gym revenues?

How do you survive the November to December slump and capitalize on the January rush? Should you invest in paid ads, or are there smarter ways to grow?

This episode breaks down the trends, surprises and actionable takeaways from the data—including some major shifts from 2024 that could reshape how you think about your fitness business.

The 6th annual “State of the Industry” guide was released on Nov. 10 on "The Sevan Podcast." Check out this rebroadcast as hosts Sevan Matossian and Matt Souza break down key gym business stats with Two-Brain founder Chris Cooper.

How does your gym stack up? Download the brand-new “State of the Industry” report via the link below to find out!

Links

"State of the Industry" Report

Gym Owners United

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0:00 - Intro and guide overview

4:10 - Background on Chris and Two-Brain

15:16 - Retention and churn

19:48 - Gym growth by client count

25:19 - Millionaire gym owners

28:14 - CrossFit’s impact and future

41:58 - Big group, small group and one-on-one

59:49 - Cost to open a CrossFit gym

1:06:51 - Tips for paid ads

1:17:27 - Seasonal gym trends

1:33:07 - Two-Brain Summit

1:34:13 - Coach pay and development