CrossFit Affiliate, STILL WORTH IT? | Chris Cooper | Two-Brain Business – 2023 State of the Industry

Mattew Souza (00:00):

She’s like, we don’t have any space for ’em.

Sevan Matossian (00:03):

Bam. We’re live. Do you use that machine like you personally? Personally, yeah.

Mattew Souza (00:07):

I do not like a ton because again, I only have one, so I would use it a lot more if I had more of them.

Sevan Matossian (00:14):

Would you ever use that machine to warm up on or that That’s how I use it. Really? God, that movement, grabbing those two strings and pulling down and bending over does not seem like that would be a good movement for me to warm up on.

Mattew Souza (00:28):

Oh, I think it’d be great for you to warm up on actually. No shit. Yeah.

Sevan Matossian (00:32):

I like something really subtle like the bike.

Mattew Souza (00:35):

Yeah. Full range of motion you could reach and get your lots going and drive through and you don’t have to. I mean there’s lots of different ways. If you’re just using it to warm up, you don’t have to hinge over as hard to,

Sevan Matossian (00:45):

And you can use it. Chill. Just like a bike. You don’t have to go berserk.

Mattew Souza (00:49):

Yeah, a hundred percent.

Sevan Matossian (00:52):

Chris, what’s up dude?

Chris Cooper (00:54):

Going berserk on my bike.

Sevan Matossian (00:56):

Berserk. No, don’t go berserk on the bike unless you’re really warm.

Chris Cooper (01:01):

Yeah, I’m not really warm. It’s like minus three right now.

Sevan Matossian (01:05):

Oh my goodness. It’s so funny. I’m on this group thread and I told my friends, I said, wow, my calves are really sore, and some guy’s like, oh, just get on the assault bike this morning and pedal it out. I’m like, dude, I’m 51. This is from a workout three days ago. I tried to walk three miles yesterday to walk it out and it just made it worse. I am so sore.

Chris Cooper (01:29):

You got to get one of those walkers that has the wheels on the front.

Sevan Matossian (01:31):

Yes. Put some tennis balls on it.

Chris Cooper (01:34):

Yeah, put some tennis balls on it and then you got your Doritos right in the little basket

Sevan Matossian (01:40):

Up the front. You the man coop.

Chris Cooper (01:42):


Sevan Matossian (01:43):

Chris Cooper always solution oriented. That’s why two brain business is so successful. There is no problem he can’t solve. He’s a man of great compassion servitude. Chris, I was actually thinking this morning, there’s this, I always, the gold standard for guests is Josh Bridges. I mean, you could put him on any show and it’s gold. But then I was thinking this morning, and I can tell by my stress levels how good or bad I think a guest is, and I was so relaxed this morning. I was like, oh, maybe Chris is in the pantheon of the best guests ever.

Chris Cooper (02:21):

I don’t think I’m in the same universe as Josh Bridges.

Sevan Matossian (02:25):

I think you’re climbing if there’s a Mount Rushmore, you’re there. You got your pickax out and you’re climbing up. Dude, you are the man.

Chris Cooper (02:33):

Thank you. I will drink coffee while I’m here. I mean, I got that in common with Josh, I

Sevan Matossian (02:38):

Think. Please. How do you keep a house? Where are you?

Chris Cooper (02:42):

Sain? Marie, Ontario.

Sevan Matossian (02:45):

That’s Canada. Yep. How far up from the border are you?

Chris Cooper (02:50):

Well, I’m in my office today so I could walk to the border in 10 minutes

Sevan Matossian (02:56):

Of the United States.

Chris Cooper (02:57):

Yeah. Oh yeah. Where my is I could canoe across and back within an hour.

Sevan Matossian (03:02):

Wow. Border patrol in that water, or no, you’d be good. Just smuggle cigarettes or whatever you want.

Chris Cooper (03:08):

Yeah. When I was a kid, that’s what everybody did.

Sevan Matossian (03:10):

Just go across the border and get stuff.

Chris Cooper (03:12):

Oh yeah, absolutely.

Sevan Matossian (03:13):

That is awesome. Wow.

Chris Cooper (03:16):

Most people, or many people here would actually buy their gas in America, so they would cross over and buy their gas and come back to Canada.

Sevan Matossian (03:24):

All kidding aside, is that something you could do? I don’t mean for illegal activities, but literally there’s people who have motorboats there would go across, have lunch in the states or vice versa. If you’re in the States motorboat across and get lunch and then come back and you wouldn’t have to do any passport or anything.

Chris Cooper (03:37):

You would, yeah, you’d have to.

Sevan Matossian (03:38):

Oh, there is a port of entry.

Chris Cooper (03:41):

Well, at any marina, you’d have one telephone and you’d pick it up and say, here I am. This is my passport number, but it’s not complicated.

Sevan Matossian (03:50):

Wow. Wow. It’s friendlier than I thought. Man, it’s so much better than driving across the border.

Chris Cooper (03:56):

Yeah, it sure is.

Sevan Matossian (03:58):

That has been ruined, that experience. You are the owner of Two Brain Business. Yep. You are an affiliate owner and you opened your first affiliate in,

Chris Cooper (04:09):

Opened my gym in oh five and we became an affiliate in oh eight after trying to prove that CrossFit wouldn’t work, we proved the opposite and decided we’d better affiliate.

Sevan Matossian (04:18):

Gotcha. Yeah. Good. Great story. If you guys want to know more about Chris also, he’s been on the show at least two, three, maybe four times, and two Brain Business is a gym consulting business, the largest gym consulting business on Planet Earth.

Chris Cooper (04:33):

Yeah, it’s a mentorship practice for gym owners. We started off in the CrossFit space today about half our gyms. There are 931 gyms in Two Brain today, but about half our CrossFit gyms still.

Sevan Matossian (04:48):

And what’s the most it’s ever been, just out of curiosity, percentage wise

Chris Cooper (04:53):

About that? I think early on maybe CrossFit Journal was putting a lot of our stuff online, and so maybe two thirds of our gyms were CrossFit gyms back then. But I mean, we might’ve had a hundred, and so now we have 930 in the program. We’ve got about 1500 alumni and we have an audience that participates in the data set of 15,000 gyms worldwide. It’s the biggest data set on earth for gyms.

Sevan Matossian (05:20):

And what you’re referencing there is the state of the industry report.

Chris Cooper (05:24):

Yeah, I know we’re going to get there, but really two brains Reach is beyond just what’s in the mentorship practice. It’s also people participating in things that we do and taking stuff that we give them for free and reading our books and whatever.

Sevan Matossian (05:38):

Guys, the first time Chris came on the show was when it was the CrossFit podcast. You’ve authored how many books?

Chris Cooper (05:46):

I think six.

Sevan Matossian (05:47):

And the books at that time. I don’t know what the status is now, but he was sending them free to anyone who asked, and he even offered it through HQ to all of the affiliates worldwide. I don’t think CrossFit took you up on that offer, right?

Chris Cooper (06:03):

No. So we just donated all the royalties to different places, including the CrossFit foundation instead. So yeah, probably 50,000 books sold worldwide now, and we donate the royalties, but if somebody out there wants one, we’ll just ship it to them for free.

Sevan Matossian (06:20):

Where do you donate ’em? The royalties,

Chris Cooper (06:24):

CrossFit Foundation or other local needs? Whatever. I mean, last year I bought this year so far, we bought close to a hundred bikes for kids in foster care. Last year we did 50. We build bike trails, we sponsor hockey teams. You can see some of ’em behind me and stuff. We do lots of cool, just fun stuff.

Sevan Matossian (06:47):

Chris was on the show, I don’t remember what year it was, let’s say 17 when it was the CrossFit podcast. Matt Souza, the executive producer of the Seon podcast, who’s over there next to Chris. He saw that show and picked up a book. And today all the books. Yep. What Sarah Cox told me is an anomaly is Matt Sosa’s. Jim because it’s successful


The other day. She’s like, well, so you can’t make money doing across the gym. I’m like, SU’s killing it. And she’s like, that’s an anomaly. But does the story gives a ton of credit, a matter of fact, all the credit for shifting the direction of the boat to coming across Chris Cooper’s work. Thank you. So from there and from all the people who adore Chris, he’s just become a regular on the show. What happens is, is Chris puts out this magazine you guys see me talk about all the time. I don’t even know if I would call it a magazine. It’s so high quality, but it’s called the State of the Industry report. It is the leading report. Would you call it Boutique Gyms?

Chris Cooper (07:57):

Sure, yeah. CrossFit gyms, micro gyms is what we usually say, but it’s brick and mortar owner operated coaching businesses.

Sevan Matossian (08:04):

And this is last year’s? This year’s is coming out any day now. Today. Today. Okay, fantastic. This morning. Yeah, November 13th. And do you have hard copies once again?

Chris Cooper (08:16):

Yeah, we’re going to ship ’em. So we put this together and then we ship out about 7,000 copies of them every year. And people can actually get the digital version right now this slash data. And I know we’re going to be talking about it a lot, and if they want to have it in front of ’em, they can just flip through it.

Mattew Souza (08:33):

There it is right there. That QR code will take ’em right to that as, oh,

Chris Cooper (08:36):

Thanks, Matt. You’re way ahead of us, man. Always.

Sevan Matossian (08:40):

And listen, guys, feel free anytime to call on the show with questions. The really good thing about Chris as opposed to me or other people on the show is Chris doesn’t have to play any games. There’s no politics. He’ll just answer your questions. So all the really hard questions, you wanted to just ask people that maybe you feel like I’ve danced around because I don’t want to offend HQ or someone else doesn’t want to offend hq. You can ask Chris or the hard questions about running a gym. You can ask him. He’ll just tell you straight up because at the end, you’ll notice his business is successful if the gyms are successful directly. He needs you guys to be successful, so he’s going to give it to you straight. So you’re either successful or you don’t join his program and you don’t ruin his numbers. Ruin his reput.

Chris Cooper (09:31):

That’s right.

Sevan Matossian (09:34):

That’s right. You have access to it. Susa. Yeah. Yeah, whenever you’re ready. Okay, cool. There’s a breakdown of the study of the survey, and it says a page one through 54 is quantitative, and pages 55 through 66 are qualitative. Can you first tell me the difference between those two?

Chris Cooper (09:57):

Yeah. Quantitative is actual numbers. So when I wanted to figure out what I should be charging at my affiliate, for example, I was just asking people their opinion and instead of saying, going to their website and seeing what they actually charged. So quantitative is the real numbers. And when we were putting this together, I didn’t want to guess. I didn’t want to have people estimate. And so what we did was we went to partners like Waify, push Press, kilo, teamup, and we asked them to help with data. And so what they would do is they would say, okay, we have this many gyms and their average pricing is this. So it was anonymous. I can’t tell you Avon’s Gym charges this, but we wound up with about 15,000 different gyms. And so we can conclusively say, here’s what a gym charges, et cetera. Here’s how many members the average gym has without guessing and estimates. And then qualitative is more like, how do you feel about things? What’s your impression? Do you think that CrossFit HQ is doing a good job? And so we like to put that out too because a lot of the times that’s the most interesting part.


There it is. Thanks Matt.

Sevan Matossian (11:10):

It starts off right in the beginning basically saying the struggle is real.

Chris Cooper (11:16):


Sevan Matossian (11:18):

Tell me what you mean by that. The struggle is real.

Chris Cooper (11:22):

Well, I mean, we’re talking about gym ownership and while it’s really, really easy to open a gym, it’s really, really hard to keep a gym going. And so that’s our mission, is keep your gym going once it’s opened. I think last time I was here I said that the greatest gift I thought that Greg Glassman gave the world was this really easy path to being an entrepreneur. The sad part is that out of the tens of thousands of affiliates that have started, there are I think just under 12,000 remaining now. And it’s not because the owners weren’t hardworking or smart, it’s just because they didn’t really have a model to start from, or they didn’t know how to read a profit and loss statement. They didn’t know how to run a business. And that was me. Certainly, I just thought being a great coach would make me a great business owner.


That’s not the case. And so what we’ve done is we’ve said, okay, how can we simplify gym ownership as much as we can? And so instead of teaching all the accounting and everything that you need a four year degree to learn, we just break it down. Here are six metrics that you need to track. Here’s how other people are doing at these metrics. Here’s how the best in the world are doing at these metrics, and then here’s how you can make your metrics better. So it’s very much like going to the CrossFit games. We want to see your max deadlift. We want to see your fastest grace. We want to know who’s the best in the world at this, and then we want to know how to make yours better. That’s all. But if people aren’t making decisions with numbers, then they’re guessing and they’re just going to continue to struggle. And I’ve been there.

Sevan Matossian (12:52):

It’s kind of interesting. It reminds me of marriage. I’d never thought about this before. Maybe I should have thought this out before I said it, but my mom was an attorney and she was a divorce attorney. And I think I remember her telling me at one point that the main reason people get a divorce is because of finances. But that’s not the main reason why people get married. And I think of a CrossFit gym is probably the same way you get in and open a micro gym because you’re in love with some sort of something you do and something you want to share. But at the end of the day, it probably fails because of some inability to reconcile managing your relationship with that love for that Jim and those people and money. Right. I’m guessing that that’s got to be 50% of the problems there too,

Chris Cooper (13:36):

Sadly. Yeah, it’s very true. It very nearly killed me. I won the lottery with finding a mentor when I was in trouble, and he forced me to take a look at my numbers. And now we teach Jim Morrison the same.

Sevan Matossian (13:50):

Do you still have your relationship with your original mentor?

Chris Cooper (13:52):

Yeah, I mean, he moved to Florida. Part of his whole story was that he was leaving town and he had done this kind of Lee at Coca thing where he got paid a dollar for his first year in exchange for stock and really turned the company around, save the company.

Sevan Matossian (14:07):

Can you say what company or what kind of company?

Chris Cooper (14:08):

Yeah. At the time they were called Lgma Steel, which is the largest employer in my city. I mean, honestly, if that company hadn’t been turned around, my whole city would’ve been in real trouble. But then when he sold out five years later, he retired on his exit. He said, I’m just going to work with five local entrepreneurs kind of as a legacy project. And I was one,

Sevan Matossian (14:29):

How did the other four do?

Chris Cooper (14:31):

I don’t even know who they were. That’s a great question. He wouldn’t tell us.

Sevan Matossian (14:36):

I apologize. Cave gastro. For the regular listeners, here’s a very good way of understanding qualitative and quantitative. Quantitative is your body count. Qualitative is the quality of your mate, their and the intimacy, the quality. So it would be subjective. Yeah, well done way she kissed. But if you just kissed her, you get the quantitative data. Okay, I like that. Yeah, thank you.

Chris Cooper (15:00):


Sevan Matossian (15:00):

Track. Thank you Cave. Keep helping because Chris talks this business talk, and I struggle. I struggle with that business talk. We know the struggle is real. We know people will stay in it and war borrow money from parents pick up partners. And so basically, the first time I met you when you were on the show, the way you described opening a business to me is there just becomes this decisions that keep splitting off. So the first decision’s easy, do I want to do it? And then there’s another decision, should I get the building here or here or here? And then should I get the toilet paper or should I get a bathroom or should I get a shower? Which weights should I buy? Or what kind of flooring? And then everything just starts fractioning off. And using Two Brain, you can pick the order and the decisions based on, I’m oversimplifying it, but based on all the data you have on what’s been successful for people. So maybe the idea isn’t to buy the big ass fan first that costs $5,800. You don’t like that idea. Awesome.

Chris Cooper (16:04):

As how it’s,

Sevan Matossian (16:06):

I’ve been saving for those for 10 years because Coop will have some stuff that will mention to you that having a lock on the front door is more important. Or I mean, even people are going to have questions. Should I buy the ski er, the bike, or the rower first? And these are all, how much should you pay your employees, all of that stuff from what insurance to use, should you do Facebook or Instagram? It’s all there from the most mundane to the complex. So we’re not going to get, we’re going to do, go ahead, Chris. Go ahead.

Chris Cooper (16:38):

No, so what’s interesting there too is the answer changes depending on where you are in the world and some other factors. So if you’re starting in downtown Detroit today, you’re going to get a different path than somebody who’s starting in Italy today because the growth of CrossFit is happening in kind of a wave. And so the strategies that used to work in Detroit are now working in Eastern Europe, but they don’t work in Detroit anymore. And so that’s another reason it’s really important to track this data in a big, big data set. What’s happening right now, if I go to Italy for example, or Spain, you’re going to see these CrossFit gyms with three, 400 members, and they’re really capitalizing on these early adopters, the same growth that we all saw in Detroit, Atlanta, New York, back in say 2014. But that doesn’t last forever. And so you need to know what’s coming and what do I need to set up in advance? And that’s what this helps you with too. So the answer’s different depending on where you live.

Sevan Matossian (17:45):

Zach, a state of the industry coming out a month before our gym opens is huge for us. Hey, that’s really practical where they are in the evolution of CrossFit. And then of course, I was thinking of just more mundane, superficial stuff like, Hey, you don’t need to invest in a heater in maybe California, but you better in Canada. Because people, the number one reason people don’t come to the gym is in the winter is because it’s too cold. It might be.

Chris Cooper (18:12):


Sevan Matossian (18:14):

And you have access to all that stuff through two brain. One quick question before we dig in. Why give this away free? Don’t you think this makes you a little put in all this looks like it’s expensive and tedious to put together. Why give this away free?

Chris Cooper (18:32):

We’re just out there to help. And that’s really what we started out to do is just help gym owners. 95% of the stuff that we produce is free. The other 5% is expensive, and we want to give you the knowledge to be successful. And then when you work with a mentor, you’re basically buying speed. So you fix your mistakes faster, you grow your gym faster, et cetera. But we’ve always done it. And honestly, this is the thing that I’m most proud of every year, because around 2018, when I was at HQ savi, what was the name of the little breakfast place that everybody went to?

Sevan Matossian (19:08):

Silver Spur.

Chris Cooper (19:09):

Yeah. Yeah. So everybody’s there and we’re sitting outside under an umbrella, and I don’t know, maybe Bruce says, what’s the number one thing the CrossFit HQ can do to help affiliates? And I said, just collect data and give it to us. Don’t tell us what to do. We want our freedom. We want optionality, but just tell us what’s the average person charging? And he said, that’s a great idea. We’re never going to do it. And so I said, okay, well,

Sevan Matossian (19:34):

And then he laughed. I could hear Bruce. Bruce is so good at asking the right questions and being honest, and he probably laughed. He knew Greg. He’s probably like, no, we’re not going to do that.

Chris Cooper (19:43):

Yeah, Bruce was a great guy. So I just said, okay, well, I mean, we have a lot of reach. We have some money, let’s do it. And so we just started putting it together after that, and it’s just gotten bigger every year. And thanks to great partnerships, we get a massive amount of data that would be impossible to get if it was just me.

Sevan Matossian (20:04):

I’m really going to leave the track now. This is not the way this podcast is supposed to go. Recently a survey went out, and I speak to a lot of affiliate owners. I speak to affiliate owners every single day. And I know that’s weird to tell you that. I know you speak to two affiliate owners every single day, but I speak to one affiliate owner every day. And recently a survey went out from what we assume is CrossFit hq. They know it went out. People are sending their country managers direct texts and emails saying, Hey, what is this? Did you guys send it out? And the answers they’re getting are bizarre. They’re not like, yes, we sent it out, or Yes, we hired someone to do it. I feel like we can’t get a straight answer yet, but a survey went out. You would think in the name of transparency that if they sent out a questionnaire, they would tell you why they’re sending it out. Because what’s happening is all the affiliate owners I know are very suspicious because they’re getting questions. So if I called you and I said, Hey, Chris, what time will you be home? What are your hours you’re keeping at home this week and you know, owe me $5,000? That’s a loaded question,

Chris Cooper (21:20):

Right? I owe you $5,000 before we You

Sevan Matossian (21:23):

Don’t. You don’t. But that’s a loaded question I’m asking you, because me and Susana and a couple other guys are coming over with bats, we want to have a talk with you. So I don’t tell you that, but I ask you that question, right? What are your hours you’re keeping? So do you know about this survey, by the way, that Yeah,

Chris Cooper (21:44):

A few people have brought it up inside the two brand group. I’m not sure where it came from, and I haven’t actually seen it unless it’s the same one that was sent to Canadian affiliates. But I do know the premise, and I do understand why people are worried about it.

Sevan Matossian (21:57):

So let me ask you this. Why do you guys send out, what do you do? You send out a survey. Do you tell people why you’re, I mean, they obviously know. Well, they know you’re going to aggregate it, curate it, and release it to them. So maybe that’s why they feel safe participating. But what do you do with this information? What kind of nefarious things are you doing with this information? Put behind the curtain? Yeah, this is

Chris Cooper (22:25):

Truly evil, but since you asked me directly,

Sevan Matossian (22:29):

I put you on the spot. Yeah,

Chris Cooper (22:31):

Yeah. I mean, we publish free content every day to help. So for example, if I know the average gym is charging 120 bucks a month for a membership, then we can put up more content on here’s what you should be charging and here’s how to raise your rates, or here’s how to boost your average revenue per member this way or whatever. It guides the rest of the content that we published for the year. And then, to be honest with you, it gives me a milestone too. So if the average gym is keeping clients for eight months, then I want every two brain gym to keep all their clients for 16 months. Just like every affiliate owner that reads this, you want to smoke the average, right? You don’t want to be average, you want to kill it, you want to want to be better.

Sevan Matossian (23:15):

I’m not going to let you off the hook that easy. I want to know more why you guys clicked the data, but now that you mentioned that, I want to turn to page.

Chris Cooper (23:23):

Thank goodness. I thought we were going to talk about franchising.

Sevan Matossian (23:26):

No, not yet.

Chris Cooper (23:28):

Not yet. Okay.

Sevan Matossian (23:29):

I want to turn to page, I think it’s 47.

Chris Cooper (23:35):


Sevan Matossian (23:36):

And I really like the fact that you said that That’s a really honest answer. You want to know what the average is so you can set goals for your own company and your own mentors that want to make sure you’re beating that. And I think page 47 shows the average revenue for a gym. No, that’s not right. Sorry, give me a second. Popularity. Yeah, you

Chris Cooper (23:59):

Got it. 47

Sevan Matossian (24:01):

Longevity is that, there was one that showed that it was, if you use two brain, basically your monthly revenue was about 20,000 a month, whereas if you didn’t use Two Brain, it was between 11 and 13,000. Lemme see if I can Monthly expenses, monthly rent earning. Oh, maybe it’s not 47.

Chris Cooper (24:23):

No. So that’s what the gym owner takes home. But what’s interesting, so you’re right, it’s like if the average gym that doesn’t work with Two Brain makes two,

Sevan Matossian (24:31):

Maybe 21 or 22, page 21 or 22. Sorry, Chris, go ahead.

Chris Cooper (24:34):

No, it’s cool. And then say it again.


So the average gym that doesn’t isn’t working with Two Brain that’s in this survey of 15,000 gyms does between 12 and 16,000 gross a month. And there are some gyms that do very, very little that are pulling that number down. It should be higher, but that’s the median. The average gym with Two Brain, and we’re talking a thousand gyms, does about five grand to eight grand a month. More than that. But what’s really interesting is that of that revenue, a lot is going to coaches and a lot is going to the owner instead of going to landlords and government. So that’s one of my favorite stats in here is how much the owners are actually making. Because when I started out, I was making 19,000 a year as a personal trainer, and I figured the only way to make more money is to open a gym. And then in the first year of gym ownership, I made $19,000, but I worked twice as hard. So I really want gym owners to be making money so that this can become a viable career that supports their family and they can stay around for 30 years instead of bailing the next time there’s a lease increase, a rent increase.

Sevan Matossian (25:45):

Susa, scroll down to the page right before this I want to show you. So the number is $21,040 for the average revenue for someone who uses the two brain mentorship. And for the average in the United States, for someone who doesn’t use it is 12,490. So when you see that number and you see that, you’re almost doubling it for two Brain. That’s like a quick look. Hey, this shit works. We’re doing the right thing, we’re going down the right path. And then the next biggest thing would be to make sure that that $8,000 difference, that it actually leads to profit, just not more hard work

Chris Cooper (26:21):


Sevan Matossian (26:21):

Profit for the owner.

Chris Cooper (26:22):

Yeah, exactly. There’s no sense making an extra eight grand if you just hand that over to the landlord every month or the government. I want you to make the money. And so a good portion of that does go to the owner, and then two brand gyms pay their staff more too. So a lot of it goes through staff.

Sevan Matossian (26:40):

Wow. By the way, that was crazy. That basically answered the question that I was dancing around. 33% increase that translate that 50% or a hundred percent. The doubling in revenue leads to 33% larger profits, and I didn’t even think about that. So if you work at a gym and your owner is doing Two Brain, that’s a good sign for you probably.

Chris Cooper (27:05):

Yeah, we actually hear that a lot. So a lot of people will bring their coaches to our events and stuff because not only will it get the coaches fired up to kind of grow their own career, but they’ll also see that the owner is investing in their eventual success too and creating a platform on which they can last. I mean, the reason I really started a gym was I was doing a personal training at a studio and I was getting, I forget what it was, $23 a session or something. And when I did the math, it was like, there’s no possible way I can coach enough to make a living here, and I don’t want people leaving for that reason. I want people leaving to start their own affiliates, but with the help and partnership and mentorship of the person that they’re working with, instead of as their escape hatch.

Sevan Matossian (27:54):

Jordan Vance, how to marry Biz Metrics product sales with Glassman’s focus on best coaching Possible. I ran a gym with two Brainin for three years. The difference between paying rent and date night was shirt and way presale difference between paying rent and date night. Okay, so he’s saying, I think what Jordan is saying is he worked with you and that when he started selling shirts and whey protein, he was able to actually start going out and getting some qualitative data on his dates instead of Quantit. But what he’s suggesting here is that Greg says, don’t sell. So here’s the thing with Greg. He says that, and I think you’ll relate to this coop, and I’m sure you’ve heard this a lot. He says, Hey, you don’t want to go into your doctor’s office and he’s sponsored by Pfizer. Yeah. You don’t want that. You want him to not be pushing that.


And there’s another piece he brings up. We’ve all seen the brands that pick something up that ruin the brand for you. So if you’ve ever seen the Mercedes-Benz electric bike, you’re like, man, that’s not good for your brand or the Mercedes-Benz Electric Lamborghini bike. These are stay in your lane. You’re diluting your brand. So that’s the other piece. He says, if you are going to sell something, it has to be equivalent to the level of your brand or else you’re spending your brand equity to prop them up. Correct. That being said, I also have this mentality. I used to get so frustrated when I first started working at CrossFit that we didn’t sell visors or shirts or that kind of stuff because I wanted to rep the brand. Or if I go my gym, I want my gym to sell jump ropes. I want my gyms to have water or fit aids. I personally want that.

Chris Cooper (29:50):

Yeah. So

Sevan Matossian (29:52):

His first Gregg’s very Sorry, one more thing. Sorry, one more thing. Christie, Greg’s very derogatory about it. He poo-poos it hard. He pushes back on kind of this model that you’re saying.

The above transcript is generated using AI technology and therefore may contain errors.

Check out our other posts.