For almost a decade, CrossFit affiliate owners followed a misguided mantra:

"CrossFit is done in big groups only."

In 2026, we know this is false. CrossFit is an incredible tool you can use to get clients fit, and you can deliver coaching one on one, in semi-private groups, in small groups and in big groups. The more individual attention a client receives, the higher the rate.

That's critical: High-value services such as PT help CrossFit gyms dramatically increase average revenue per member (ARM). Back in the day, ARM scores of $100-$150 were common, and many gym owners struggled to make a profit.

Now, with PT sales and group-plus-PT "hybrid packages," CrossFit gyms can push ARM north of $200.

Chris Vasseur of Bionic CrossFit is the proof: His ARM is $400+ on the strength of PT sales.

The best part: Vasseur doesn't get slimy to sell PT. He just tells people exactly how to accomplish their goals.

"Want to be able to link 20 double-unders? I can teach you. Let's book a one-on-one slot next week."

It's that simple.

Tune in as host Mike Warkentin gets all the details from a CrossFit affiliate owner who uses real talk and a desire to help to sell lots of PT.

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"Help First" by Chris Cooper

Affinity Marketing: How to Get Clients Fast

Gym Owners United

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0:01 - Intro

0:45 - Who needs more help?

5:29 - PT rates

7:56 - Selling PT

13:30 - New PT clients

16:31 - ARM boosters

What if every one of your clients paid $400 or more per month?

You probably wouldn't need more clients, staff, equipment or space, right?

In this episode of "Run a Profitable Gym," Two-Brain founder Chris Cooper shows exactly how 10 top gym owners have solved the "need more clients" problem by earning world-class revenue from existing clients.

In short, they price coaching services correctly and deliver monster value with premium services such as personal training, small group personal training, semi-private training and nutrition/habits coaching.

These high-value members get results, so they stay longer and refer friends, creating a very profitable business model.

Coop's got key details from our leaders, plus expert perspective to help you drive up average revenue per member in your gym.

Your first target: $205. If you hit that—use Coop's tips!—you can earn $100,000 per year with just 150 members.

Links

Gym Owners United

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0:01 - Intro

4:03 - Leaderboard reveal

6:18 - How they increased ARM

7:50 - Focusing on high-value clients

9:50 - Starting a gym with Two-Brain

In this episode of "Run a Profitable Gym," fitness entrepreneur Daniel Purington reveals the system that produced these world-class stats at Woodslawn Fitness in Oregon:

• 170 members
• $350 average revenue per member
• 36-month length of engagement

Daniel serves his members in just 2,000 square feet of space and has capped membership: He accepts just four new members per month.

To acquire the clients he needs to say at his cap, he doesn't run lead ads.

Instead, he uses a clever Affinity Marketing tactic to "replicate" his existing clients: Daniel hosts "retention events" for current members and encourages them to bring their friends and family to the barbecue.

Daniel and host Mike Warkentin dig deep into the affinity plan at Woodslawn to offer up tips to help you earn more hot leads and high-value clients without spending a dollar on ads.

Listen, then plan your own retention-boosting event infused with a clever dose of marketing.

Links

Two-Brain Summit

Gym Owners United

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0:01 - Intro

2:51 - Affinity marketing process

6:40 - “Seeding” Google reviews

8:56 - Tracking and annual events plan

19:30 - Dan’s ARM and LEG

23:55 - What to do first

When gym owners need more clients, most jump straight to ads, social media or complicated marketing campaigns.

Another path will produce much better results faster.

In this episode, Two-Brain founder Chris Cooper shares the zero-cost strategy he used to fill a new program at his gym in less than a week: affinity marketing.

Instead of chasing cold leads, use affinity marketing to leverage your best clients' connections: their family, friends and coworkers.

Chris explains how to organize your outreach with an Affinity Marketing Cheat Sheet, run goal reviews that naturally lead to referrals and follow up so conversations actually turn into clients.

Chris' personal results: One text produced 16 clients.

Don’t wait and hope members will refer their friends. Tune in and learn how to build a referral funnel that constantly produces hot leads and high-value clients.

Download the Affinity Marketing Cheat Sheet and other free lead-generation resources via the link below.

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Affinity Marketing Cheat Sheet

Gym Owners United

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0:01 - Intro

3:48 - The marketing bull’s-eye

6:37 - Affinity Marketing Cheat Sheet

8:49 - Goal review process

14:07 - Follow-up script

Many gym owners hire the wrong mentor for the wrong reasons.

They pick the cheapest option or someone who “really cares.” But "cheap" doesn't mean "effective" and caring isn’t enough.

You need results when you invest in mentorship.

Today on “Run a Profitable Gym,” Chris Cooper walks you through the Mentor Match exercise, a step-by-step process for identifying exactly the right mentor for you.

The exercise reveals which coaching styles have actually worked for you in the past: Some people respond to drill sergeants, while others need questioners or explainers.

The key is finding the style that matches your personality.

Chris also covers the three non-negotiables when choosing a mentor: They’ve done what you want to do, they’re objective (not just supportive), and the investment is uncomfortable enough to ensure you do the work.

Every coach needs a coach. Use the Mentor Match exercise to find the right fit.

Download the free Mentor Match worksheet in Gym Owners United, linked below.

Links

Gym Owners United

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1:45 - Mentor Match exercise

13:01 - Find the expert

16:17 - Non-negotiables

19:48 - Do your due diligence

20:51 - A reality check

You have access to endless knowledge and resources, but you can’t seem to put it all together and fix your gym. Why?

In this episode of “Run a Profitable Gym,” Chris Cooper walks you through the mind of a mentor—showing you exactly how they diagnose problems, prioritize solutions and guide gym owners step by step.

He reveals the three reasons gym owners need more money:

- Expenses are too high.
- Number of clients is too low.
- Average revenue per member (ARM) is too low.

Many gym owners say, “I need more leads,” but that’s rarely the real issue. Chris maps out the actual problem-solving process so you can identify your biggest priority.

He explains how to get more clients, increase retention and earn more per member.

You don’t need more knowledge to grow your gym; you need clarity and a step-by-step plan.

Links

Gym Owners United

Book a Call

3:24 - Earn more per member

8:44 - More clients, longer retention

16:51 - Understand your lead funnel

24:43 - The four marketing funnels

33:18 - Make time to grow your gym

Don’t let potential members slip away! Get the free “1-Hour Marketing Audit for Gym Owners” here.

Joe Rouse ran Two-Brain's “1-Hour Marketing Audit” on his gym and uncovered gaps in his funnels—even after 12 years in business.

In this episode of “Run a Profitable Gym,” Mike Warkentin sits down with Joe, owner of Breakaway Fitness & Performance, to find out what he discovered using Chris Cooper’s free marketing audit guide.

Joe thought his funnels were dialed in. The audit proved him mostly right: His lead follow-up, Google Business profile and website all earned top scores.

But the audit also revealed a few critical gaps: His social media posting schedule wasn’t being followed consistently, and his sales process needed better documentation for staff handoff.

In under an hour, Joe walked away with a clear action plan to improve his lead generation and sales—so no more potential members slip through the cracks.

Even experienced gym owners find problems when they audit their marketing. Joe plans to use this guide quarterly to keep his funnels and his sales process running smoothly.

Get the free 26-page guide via the link below and fix your gym’s marketing funnel today!

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1-Hour Marketing Audit for Gym Owners

Gym Owners United

Book a Call

2:12 - No. 1 audit discovery

5:08 - What he’s doing right

8:33 - Getting recommended by AI

12:48 - Post-audit action plan

15:40 - Sales process improvements

Your gym is leaking leads. But you can fix it in 60 minutes with this marketing audit.

Get a free copy of the 26-page audit workbook here.

In this episode of “Run a Profitable Gym,” Chris Cooper walks you through a complete one-hour audit of your gym’s marketing funnel—from lead generation to closing sales.

He demonstrates the audit live with his own gym, Catalyst, revealing every problem he finds along the way.

The audit covers four critical parts of the marketing funnel:

• Lead generation: Can prospects find you?
• Lead capture: Can they reach you?
• Lead nurture: Do you follow up?
• Appointments and closing: Is there a path forward?

Most gym owners think they need more leads. In reality, they’re often getting enough leads but losing them because follow-up is poor, calls to action are unclear or sales processes are weak.

Fix the leaks before pouring more water into the funnel.

Tune in to find out what to look for and how to prioritize fixes. Just one hour of focused work can help you recover thousands of dollars of lost gym revenue.

Get your free copy of the “The 1-Hour Marketing Audit for Gym Owners” via the link below.

Links

1-Hour Marketing Audit for Gym Owners

Gym Owners United

Book a Call

0:01 - Intro

2:26 - Part 1: Lead Generation

15:56 - Part 2: Lead Capture

28:05 - Part 3: Lead Nurture

38:21 - Part 4: Appointment and Close

49:40 - Results