Some gyms are struggling to break even on their HYROX affiliation. Others are generating 15X or even 89X return on their affiliation fees.

In this episode of “Run a Profitable Gym,” John Franklin sits down with Lisa Palmer, a Two-Brain mentor and HYROX affiliate in London.

The U.K. is one of the most mature HYROX markets in the world, roughly three years ahead of North America.

Lisa walks through how she layered HYROX onto her CrossFit schedule, replacing low-attendance classes instead of adding new ones, and how the move became an unexpected retention machine, dropping her gym’s churn from 14% to under 5%.

She and John dig into the full playbook: building race-prep courses around official HYROX events, running simulations that pull in thousands of dollars, using HYROX to catch members who need a lower-impact option, and turning that same funnel into CrossFit upgrades.

Lisa also shares what she’d do differently if she were starting over and how gyms of any size can find an entry point.

Tune in to learn how to build a HYROX program that actually pays for itself many times over.

Want to generate more revenue from HYROX? Check out our HYROX toolkit, linked below!

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0:00 - Why some HYROX affiliates never make money

1:12 - Should you add HYROX to your gym?

3:20 - The unexpected benefit that changed everything

5:58 - Free HYROX resource for gym owners

6:16 - The HYROX growth strategy she'd use today

10:25 - Turning HYROX into multiple revenue streams

13:01 - How top gyms market their HYROX program

19:08 - The hidden retention advantage of HYROX

25:05 - Is HYROX right for every gym?

HYROX is everywhere right now, and your gym doesn’t necessarily have to become an affiliate to cash in on the trend.

In this episode of “Run a Profitable Gym,” Two-Brain Business CEO John Franklin breaks down the “mini sim,” a scaled-down HYROX-style competition any gym can run without paying affiliation fees or buying new equipment.

John walks through the exact blueprint: cutting the running volume, running it as a doubles event to build in referrals and setting a financial target (Two-Brain gyms have made $2,500-$6,000 from their first event).

He covers the week-by-week promotion plan, including real examples of gym posts that sold out events fast.

He also details race-day logistics (staffing, heats, avoiding bottlenecks) and how to turn one-time event revenue into new recurring members.

Tune in to get a complete playbook for running your first HYROX-style event and building an ongoing program members love.

Use the link below to access our complete HYROX toolkit for gym owners!

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HYROX Toolkit

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0:00 - Why every gym should pay attention to HYROX

1:02 - The low-risk way to test the HYROX trend

2:09 - The hidden growth opportunity most gyms miss

4:06 - Planning your first HYROX-style event

5:46 - Where your first participants will come from

7:00 - Real gym marketing examples that worked

8:40 - The promotion mistake that kills event sales

9:26 - Race day secrets for a smooth event

13:35 - The email every gym owner should send

17:02 - Turn one event into long-term members

Summer hits gym owners hard.

Revenue drops, leads dry up and members cancel.

In this episode, Chris Cooper shares five strategies gym owners can use to generate revenue during the slow summer months.

Coop knows the pain firsthand. In 2009, he was juggling two locations and the summer slump almost put him out of business.

He swore he’d never let that happen again.

Now, after working with over 3,000 gym owners through Two-Brain Business, he knows exactly what works.

The summer slump is predictable. But that means it’s beatable.

Tune in to hear the plan smart gym owners follow to stay profitable all summer long.

Want to earn $100,000 a year from your gym while working under 20 hours a week? Click the link below to access the free training.

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0:00 - The summer slump that almost killed my gym

1:13 - The September revenue strategy

3:41 - A seasonal offer that brings in new clients

5:22 - The most overlooked summer revenue source

6:48 - Why members cancel in the summer

8:57 - The vacation plan most gyms never offer

11:05 - The real reason gyms don’t survive summer

Braeden Cordts bought a struggling gym with $300,000 in debt, no marketing knowledge and everyone telling him it wouldn’t work.

Today on “Run a Profitable Gym,” Two-Brain CEO John Franklin sits down with Braeden, who was just certified as a net-worth millionaire.

They talk about Braeden’s five-year journey from a 28-member gym losing money to a 230-member gym generating over $55,000 every month.

Braden opens up about a rough stretch in college and how finding CrossFit—and eventually buying a gym—changed his trajectory.

He breaks down the order of operations that got his gym to where it is today:

- A year of consuming free content before he could afford mentorship
- Putting real systems in place
- Pouring into his team and promoting his first full-time coach
- Building out personal training and semi-private as major revenue streams

He also opens up about how mentorship gave him clarity on his finances outside the gym—turning two accidental rental properties into a real wealth-building strategy, diversifying into syndications and buying into another gym.

If you’re a gym owner in the thick of it right now wondering if any of this is actually possible, Braeden’s story is proof that it is.

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0:00 - They Told Him Not to Buy This Gym

1:09 - From Train Wreck to Gym Owner

5:37 - The Risk That Changed Everything

8:18 - The First Breakthrough

9:38 - The Difference a Mentor Made

11:31 - The Systems That Fueled Growth

13:21 - The Move That Changed the Business

17:39 - The Revenue Stream Most Gym Owners Miss

21:34 - How Gym Owners Build Real Wealth

24:05 - The Growth Formula Most Owners Ignore

27:26 - The Question Every Gym Owner Must Answer

29:28 - His Message to Struggling Gym Owners

Learn how to build all four marketing funnels with our Never-Ending Leads training for gym owners, linked below.

Nearly 15% of gym owners don’t contact their leads at all. The interest is there. The hands are raised. But nobody sends the message.

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper explains why your DMs might be the most underused sales channel your gym has, and how to use them without sounding pushy or salesy.

He shares a real story of how a comment on an old photo turned into a member walking back through his doors, and one about a post that didn’t land as intended and how he fixed things with a simple conversation.

Chris introduces a simple eight-step framework for turning casual DM conversations into booked consultation, and also gets into why the slowest leads sometimes become the most loyal clients and how to keep warm leads from going cold without a fancy system.

Tune in to turn your next follower, like or comment into a real gym lead.

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00:00 - Why Your Gym’s Social Media Isn’t Turning Into Members

01:06 - How One Instagram Comment Brought Back a Former Client

03:28 - The Missing Link Between Social Media and New Members

05:46 - The DM Framework That Builds Trust (Without Being Salesy)

08:08 - The 8-Step Process for Turning Followers Into Clients

10:01 - How to Nurture Warm Leads Who Aren’t Ready to Buy

11:59 - The Post That Almost Cost Chris a Client

This episode contains several visual examples. For the best experience, head to our YouTube channel "Run a Profitable Gym."

Get a comprehensive, AI-powered audit of your gym’s Instagram at GymIG.com.

Joe Strada just won Two-Brain Business Gym of the Year. Here’s exactly how he built one of the best content strategies in the gym industry.

In this episode of “Run a Profitable Gym,” Two-Brain CEO John Franklin sits down with Joe Strada of Unleash’d Strength to break down his content playbook.

They cover everything from his early TikTok trend-hopping days to the storytelling and conversion-focused content that’s growing his gym today.

Joe walks through real examples from his own feed, including the meme-style video that got him five million views but zero followers and the carousel that finally broke his streak of flops and brought in nearly 200 new followers.

He also shares his exact process for using AI to script and edit videos for his gym based on viral videos he admires.

John and Joe dig into the difference between content that goes viral and content that actually converts, why getting your community involved in your videos pays off in ways views never will, and why finding the content style you genuinely enjoy making is the only sustainable way to stay consistent.

Tune in, steal Joe’s best ideas and adapt them for your own gym.

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00:00 - Why Most Gym Owners Never Post Content

00:51 - Meet the Viral Gym Owner of the Year

02:50 - How Joe Started Creating Content Before Opening His Gym

05:08 - The Trend-Hopping Strategy That Got Millions of Views

07:54 - Brand Positioning: Why "Strength Is for Everyone" Works

09:14 - Top-of-Funnel Content vs. Content That Sells

11:31 - Meme Content: Turning Members Into Creators

12:47 - Viral Content: How to Repeat a Winning Format

16:27 - Educational Content: Build Authority With Simple Tips

18:22 - Community Content: Show the Personality Behind Your Gym

21:18 - Content Planning: Never Run Out of Ideas Again

24:23 - AI Content: Adapting Trends for Your Audience

28:49 - Interview Content: Let Your Members Tell the Story

31:20 - Conversion Content: The Carousel That Added 200 Followers

36:44 - Storytelling Content: Create a Pin Post That Converts

42:26 - How to Start Creating Content Consistently

Before you spend another dollar on ads, listen to this episode. Chris Cooper is getting more leads from free Facebook posts than almost any other marketing channel.

Today on “Run a Profitable Gym,” Coop shares how he writes Facebook posts that start real conversations, bring back lapsed members and attract new clients.

The core idea is simple: Start capturing what’s already happening in your gym. The breakthroughs, the mistakes, the 6 a.m. class where only three people showed up and everyone crushed it anyway.

Chris also challenges you to make your clients the star of your content—just a good photo and two to four sentences that make everyone who knows them stop scrolling. These posts cost nothing and don’t require a social media manager or a fancy content strategy.

You’ll also hear about the posts that kill organic reach (like unfiltered rants) and why protecting your reach matters more than making a point.

Your gym’s best Facebook content is already happening in front of you every day. It’s time to start capturing it.

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0:00 - Intro

0:50 - Why organic Facebook still works

4:04 - Capture, don’t create

5:57 - The posts that perform best

6:45 - What kills your organic reach

7:20 - Make your clients famous

9:40 - How personal posts juice the algorithm

This episode contains several visual examples. For the best experience, head to our YouTube channel "Run a Profitable Gym."

Is your gym’s Instagram converting members? Audit it with our custom AI tool: https://GymIG.com/

If you stripped your gym’s name and logo from your website and social media, would anyone know what makes you different? For most gym owners, the honest answer is no.

In this episode of “Run a Profitable Gym,” Two-Brain CEO John Franklin lays out the five steps gym owners need to take to become the obvious choice online in 2026

He walks through real-world examples of gyms that have nailed their online positioning, including a gym serving underrepresented women in fitness, a bodybuilding facility that hunts down and restores rare equipment, a performance center that built its reputation entirely around baseball players with shoulder injuries and a personal training gym that targets exclusively the 50-plus crowd.

Each example illustrates the same core principle: a specific promise to a specific type of person beats generic messaging every time.

John also explains why simplifying your service offering is just as important as clarifying who you serve, and he outlines how your Google Business Profile, website and Instagram should all tell the same consistent story to turn curious searchers into booked consultations.

Tune in to learn how to make your gym impossible to ignore online.

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AI Gym Instagram Audit

Gym Owners United

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0:00 - Intro

0:38 - Be the "obvious choice" online

1:00 - Real gym example—underrepresented women

2:19 - Real gym example—world-class equipment

4:35 - Real gym example—baseball niche

6:04 - Real gym example—personal training

7:51 - Get clear on who you serve

9:55 - Simplify your service offering

11:50 - GBP, website and Instagram consistency

13:49 - Show undeniable proof