In this episode of “Run a Profitable Gym,” Chris Cooper presents hard numbers and explains why the gap between 3% and 5% churn can be the difference between stability and collapse.

He shares lessons from two decades of studying the science of retention, showing how most gyms don’t fail because they need more leads but because they can’t keep the people they already have.

Coop explains why contracts aren’t the answer, why chasing Facebook leads and six-week challenges can actually erode your community, and how gyms with 300+ members can get into trouble fast if they’re bleeding members.

Chris also breaks down the two key metrics every gym owner should track to boost retention and revenue—length of engagement (LEG) and average revenue per member (ARM)—and explains why retention is really just “sales over time.”

Tune in for Coop’s full retention playbook, then apply his tips to keep members longer, change more lives and build a profitable business that lasts.

Join Coop’s free retention workshop on Sept. 30 at noon Eastern in Gym Owners United (linked below).

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0:19 - When clients stay longer

7:10 - 3% versus 5% churn

11:29 - A better retention metric

13:11 - Onboarding and goal reviews

17:24 - Keeping people for 2 years

Kevin Munoz gives his training plans away for free—and still closes 80% of sales! Find out how he does it in this episode of “Run a Profitable Gym.”

Today, host Mike Warkentin talks with Munoz about how he built $500+ average revenue per member (ARM) at his gym, Peak PT. Kevin shares the exact strategies that helped him land on Two-Brain's Top 10 ARM leaderboard, which runs from $502 to $854.

At Peak PT, Kevin uses Two-Brain's Prescriptive Model to sell, and he'll give prospective clients an entire training plan in free consultations to boost the "know-like-trust factor." He shows so much value that eight in 10 prospects sign up even though they could walk out with a free training plan.

There's more: Munoz explains why cutting low-value services boosted his revenue, how semi-private training fits into his business and why overdelivering during his on-ramp program makes conversions to recurring memberships simple.

He also details the community partnerships, referral systems and client events that keep new leads flowing into his gym without heavy reliance on paid ads.

Tune in for a step-by-step look at how one gym used systems and value to acquire better clients, increase retention and produce ARM north of $500 per month.

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0:52 - What drove his ARM increase?

8:05 - Where to find high-value clients

10:56 - High-conversion sales process

15:12 - Finding Two-Brain to now

25:16 - #1 tip to boost ARM

Ready to find out how the top gyms in the world earn between $500 and $850 per member each month?

Today on “Run a Profitable Gym,” Chris Cooper reveals the latest leaderboard for average revenue per member per month (ARM) and explains exactly how the Top 10 gym owners earned their spots.

You’ll hear about 10 proven tactics used by the leaders, including bundling services, offering semi-private training, selling with the Prescriptive Model and using simple billing changes to boost revenue.

Coop also shares tips on referrals, pricing and niche specialization, and he explains why showing value is always more effective than cutting prices.

Tune in for actionable strategies you can apply immediately to raise your ARM and build a more profitable, sustainable business.

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1:51 - Increase rates, value and referrals

2:51 - Add PT and niche down

4:21 - Bundle high-value services

6:31 - Sell with the Prescriptive Model

7:03 - Strategic billing and location

Gym growth is simple when you understand the only six metrics that really matter in fitness businesses.

In this episode of “Run a Profitable Gym,” Chris Cooper breaks them down so you can improve your gym:

• Average revenue per member (ARM)
• Length of engagement (LEG)
• Return on investment (ROI)
• Effective hourly rate (EHR)
• Net owner benefit (NOB)
• Client headcount

Using data from over 15,000 gym owners who contributed to Two-Brain’s 2024 “State of the Industry” guide, Coop presents the industry averages for each metric so entrepreneurs know exactly where they stand in comparison.

Then, he equips gym owners with specific tactics to improve each metric and explains why many gyms actually don’t need more members to generate additional revenue.

Plus, Coop dives deep into marketing with Two-Brain’s four-funnel system: referrals, content, social media and paid ads.

He even shares an exclusive preview of the clients-only worksheet Two-Brain gym owners use to audit marketing performance, and he provides actionable fixes for each funnel.

Tune in to learn how to track and improve the critical numbers in your gym business.

Want Coop’s $100K checklist? Head to Gym Owners United using the link below and send him a DM.

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2:14 - Average revenue per member (ARM)

8:23 - Length of engagement (LEG)

14:33 - Return on investment (ROI)

21:48 - Effective hourly rate (EHR)

27:14 - Net owner benefit (NOB)

32:47 - Client headcount

37:13 - Four marketing funnels

45:13 - Auditing and fixing your funnels

59:34 - Getting more leads

What’s stopping your gym from growing?

In this episode of "Run a Profitable Gym," Chris Cooper explains how gym owners accidentally limit their business growth and presents a four-level framework for leadership mastery.

The progression moves from self-leadership (controlling your focus and energy) to team leadership (getting staff aligned without micromanaging), peer leadership (influencing equals without authority) and community leadership (expanding impact beyond your gym).

The key insight: Before you can lead others effectively, you must first master yourself.

Fix the owner, fix the business.

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1:57 - Self-leadership

6:45 - Team leadership

10:30 - Peer leadership

14:23 - Community leadership

18:31 - How to grow as a leader

Overwhelmed by conflicting business advice? Cut through the noise with Chris Cooper’s proven system for building wealth as a gym owner.

In this episode of “Run a Profitable Gym,” Chris explains how to move beyond the passion-first mentality that keeps most fitness entrepreneurs stuck and broke.

He breaks down his four-phase roadmap for gym-owner wealth: Founder, Farmer, Tinker and Chief. These phases show you what to focus on right now, what to ignore and how to move toward financial freedom.

Coop also shares candid stories from his early years of gym ownership, including mopping floors personally and trapping his business in Founder Phase. Everything changed when he focused on fixing the foundation first, stopped trying to market a broken gym, and started doing the right things as a CEO and business owner.

Now as the CEO of Two-Brain Business, Cooper has helped thousands of fellow gym owners fix their businesses, too. He’s minted more than 60 millionaire gym owners, and hundreds more are earning over $100,000 per year.

It’s time to break free from day-to-day operations and start building wealth. Tune in to get the full blueprint.

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1:28 - Why gym owners get stuck

7:44 - Founder Phase

10:51 - Farmer Phase

14:34 - Tinker Phase

19:36 - Chief Phase

After consuming free Two-Brain content for three years, gym owner Tyler Ouwendyk signed up for mentorship. Less than a year later, he earned a spot on the Top 10 leaderboard for net owner benefit (take-home pay), which ranges from US$17,000 to $45,000 per month.

Tyler runs three facilities in a town of 30,000 people: two 24/7 access gyms with memberships capped at 400-500, plus a group training studio that launched with 52 members on Day 1 and hit 130 clients in eight months.

In this episode, Tyler shares the Two-Brain strategies that contributed most to his gyms’ success:

• Eliminating all discounts and sales.
• Raising prices to reach the top of his market.
• Creating proper onboarding systems.
• Adding goal reviews to drive retention and upsells.

He also explains how mentorship accelerated his growth through expert guidance and accountability.

Now, as a Tinker-level gym owner, Tyler’s focus is on building wealth through real estate, life insurance and other investments.

His advice to gym owners who are considering mentorship?

“Just do it. It's not a cost; it's an investment. You're gonna see the ROI right away.”

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0:50 - Getting results from free content

3:54 - Goal reviews in an access gym

9:53 - Why go from free to paid help?

13:43 - How mentorship added speed

17:54 - Opening a profitable new gym

Many gym owners burn out because they reinvent everything daily. In this episode, Chris Cooper shows you how to systemize your gym without killing your creativity.

He introduces the concept of “freedom within a framework”—the solution to decision fatigue, staff chaos and businesses that get stuck in the Founder Phase forever.

Coop explains exactly where to systemize and where to be creative in each area of your business:

• Marketing
• Sales
• Retention
• Operations
• Leadership

You’ll also hear how Two-Brain Business mentors help fitness entrepreneurs build solid systems that support their gyms’ growth without forcing a model or method.

Stop starting from scratch every day and start building the stable, profitable gym you want to run.

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Gym Owners United

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0:19 - The problem and its solution

4:41 - Marketing and sales systems

9:26 - Retention and referral systems

11:53 - Ops and leadership systems

17:26 - Mentorship gives you freedom