Torben Keller, owner of CrossFit North 579 in Denmark, runs a gym with more than 740 members—he took the No. 1 spot on Two-Brain's recent leaderboard for client count.

In today’s episode of “Run a Profitable Gym,” Torben shares exactly how he built a thriving gym with multiple revenue streams and an unbeatable client experience.

He explains how he started with 250 members in the first month, scaled to over 700 without relying on ads, and keeps churn at just 3.5 percent by focusing on culture and coaching.

Torben also reveals how mentorship helped him implement systems to manage a nearly 40-person staff and build a roadmap for coaches’ career growth.

If you’re looking to scale your gym or create a better experience for members, don’t miss this opportunity to learn from one of the world’s top gym owners.

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Coach Ascension Model

"Help First" by Chris Cooper

Gym Owners United

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01:31 - How long did it all take?

08:49 - Did Torben do any marketing?

13:20 - Background on Torben’s gym

22:57 - Happy clients don’t cancel

27:55 - Better coaches, higher value

Some gyms have over 300 members and are still growing—but how do they do it?

In this episode of “Run a Profitable Gym,” Chris Cooper reveals the secrets behind the gyms with the highest client headcounts on Two-Brain’s leaderboard.

These gyms don’t rely on gimmicks or flashy marketing campaigns. Instead, they focus on retention, onboarding and delivering incredible value to their members.

Chris explains why many gyms struggle with client headcount and how systems can help you attract and retain members.

He shares actionable advice to help you reduce churn by improving your client experience and grow sustainably by using the four marketing funnels: referrals, content, social media and paid ads.

Whether you’re aiming for 150 members or 700, this episode is packed with tips for improving your client headcount today.

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Gym Owners United

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00:17 - December leaderboard

03:53 - Sound tactics work in every market

07:18 - What's keeping gyms from these numbers?

11:55 - Being selective with clients

15:29 - Focusing on client retention

Tax season doesn’t have to be a headache; smart planning can reduce stress and save gym owners money.

In this episode of “Run a Profitable Gym,” former multi-gym owner John Franklin joins host Mike Warkentin to share seven tax strategies every fitness entrepreneur should know:

- Keep your books clean and updated.
- Get a tax estimate.
- Don’t waste money to "save on taxes."
- Hire your kids.
- Use bonus depreciation.
- Max out retirement contributions.
- Open a health savings account (HSA).

John dives into each strategy to help you make smarter financial decisions and reduce your tax bill. Plus, he shares a bonus tip for gym owners who earn over $100,000 per year.

Don’t let tax season catch you off guard—tune in now and take control of your finances!

To get Chris Cooper's model profit and loss (P&L) statement, join Gym Owners United using the link below.

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03:26 - Updating your books at tax time?

08:51 - Getting a tax estimate

11:54 - Don’t waste a dollar to save 35 cents

17:47 - Utilizing bonus depreciation

24:46 - A bonus strategy

Gym owners can take control of their businesses with a simple tool: the profit and loss statement (P&L).

In this episode of “Run a Profitable Gym,” Two-Brain founder Chris Cooper explains how to master a P&L to improve retention, increase revenue and grow your gym.

Sharing examples from his own gym, Catalyst, Chris walks you through metrics tracking and expense auditing in a spreadsheet tailored to a coaching gym.

He shows you how to uncover hidden opportunities to improve profitability—whether by raising rates or improving your return on investments in staff—and run “what if” scenarios to predict the results of critical decisions.

Tune in to learn how to use a P&L to avoid financial surprises, make data-driven decisions and plan for your gym’s future with confidence.

To get a copy of the model P&L, join Gym Owners United using the link below and send Chris a DM.

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01:59 - Profit and loss statement

04:28 - Key metrics to track

08:46 - Breaking down expenses

16:28 - Running “what if” scenarios

19:59 - Taking control

Annual planning puts gym owners in control of their businesses. Elite gym owners take it further, crafting plans that give them the freedom to choose where they spend their time—whether inside or outside the gym.

In this episode of “Run a Profitable Gym,” Joleen Bingham, leader of Two-Brain’s Tinker program, reveals how top gym owners use annual and three-year plans to achieve massive growth, financial freedom and personal fulfillment.

Joleen shares stories of gym owners who grew by 30 percent in just a year, helped staff earn six-figure salaries and used strategic planning to create sustainable growth.

She also lays out the four focuses of the Tinker program—lifestyle, leadership, wealth and scaling—and explains how mentorship ensures gym owners stay on track while leveling up in each area.

No matter where you are in your entrepreneurial journey, this episode will help you start thinking about how to set and reach long-term goals.

To get “The Essential 12-Month Gym-Building Plan for 2025,” join Gym Owners United using the link below.

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Adding a Nutrition Program

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01:18 - Tinkers with annual plans

03:13 - Beginner vs. expert annual plans

10:28 - Essential elements for annual plans

18:21 - Accomplish more with your staff members

25:50 - Annual plan summary for gym owners

Chris Cooper has a gift for gym owners who want to crush it in 2025: a complete, step-by-step annual plan.

In this episode of “Run a Profitable Gym,” Chris breaks down the exact strategies you can use to grow your gym next year. From kickstarting the year with a habits challenge to boosting retention with client goal reviews, he explains how a clear plan can help you stay consistent and avoid overwhelm.

You’ll also learn about building effective marketing funnels, performing coach evaluations and using community events to generate leads. Plus, Chris shares how Two-Brain mentors help gym owners tailor plans to their strengths and opportunities to achieve long-term success.

Whether you follow this annual plan exactly or tweak it to fit your gym, it lays the foundation for you to thrive in 2025. Listen now and start building your best year yet!

To get the free guide, join Gym Owners United using the link below and send Chris a message.

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01:51 - The 2025 plan

03:24 - Month by month

05:00 - January to March

14:41 - April to June

25:03 - July to September

28:03 - October to December

Amanda Buckner’s gym, Untamed Fitness in Washington, recently earned a spot on Two-Brain’s leaderboard for average revenue per member (ARM)—with top performers hitting between $500 and $821 per client per month.

Since opening her gym just a year and a half ago, Amanda has scaled her monthly revenue from $6,000 to $15,000.

In this episode of “Run a Profitable Gym,” host Mike Warkentin digs into how Amanda achieved such impressive numbers without relying on traditional group classes.

Amanda explains how mentorship, rate increases and a focus on personal training contribute to her high ARM. She also shares how her expertise in functional fitness and commitment to delivering results have set her gym apart from the competition.

Tune in to hear Amanda’s full story and get her advice for gym owners looking to boost their ARM.

Links

2024 "State of the Industry"

Gym Owners United

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01:06 - Group classes to private

08:37 - Two-Brain can change your ARM

17:34 - Changing your rates

21:33 - How Amanda gets clients

30:06 - Small but strong ARM boost

Cynthia Fotti, Two-Brain mentor and owner of CrossFit Rush, helps gym owners turn healthy habits into thousands of dollars in revenue.

In this episode of “Run a Profitable Gym,” Cynthia explains how she helped her gym generate front-end revenue of $3,500 in just four weeks with a healthy habits challenge—and an additional $1,800 in ongoing revenue.

Cynthia lays out everything you need to run your own challenge this January, including how to price, structure and market it. She also explains why focusing on simple habits such as eating more vegetables and adding protein to meals leads to powerful results for clients and higher retention for gyms.

To boost revenue and set your members up for success, tune in to get the tools you need to hit the ground running in 2025.

Links

The Prescriptive Model

Academy of Nutrition and Dietetics’ Licensure Map and Statutes by State

Gym Owners United

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01:28 - Rewards for healthy habits challenge

10:23 - Setting up a healthy habits challenge

15:08 - Working out your pricing

22:20 - Continuing with nutrition coaching

26:57 - The #1 tip for success