The fastest way to figure out what people want is by asking the right clients the right questions.

Today, Mike Warkentin sits down with gym owner Toni Roy of Breathe CrossFit to break down how the Pumpkin Plan transformed her business.

Following the steps, Toni created a list of clients who bring her the most joy and a second list with her highest-value clients. Typically, a gym owner circles the clients on both lists to ID the members they want to replicate. In Toni's case, the groups had zero overlap.

This insight pushed her to rethink her offerings and create a hybrid membership built around CrossFit, personal training and nutrition—a combo that delivers better results for clients and boosts average revenue per member.

Now, regular Goal Review Sessions allow her to continue the conversation: She can catch problems early, celebrate successes and upgrade prescriptions to serve clients better.

Toni also gives a behind-the-scenes look at the new-moms group she developed with her Two-Brain mentor. The support-centered program is already turning into a relationship-building referral funnel.

Tune in to learn how to identify your best clients, provide more value and grow your revenue.

Use the link below to buy your tickets to the 2026 Two-Brain Summit and hear from Pumpkin Plan creator Mike Michalowicz!

Get the exact questions to ask in your Seed Client interviews via the link below!

Links

Two-Brain Summit Tickets

Seed Client Interview Questions

Gym Owners United

Book a Call

1:46 - Using The Pumpkin Plan

6:14 - Ask what clients want

10:09 - Increased ARM

13:28 - Tips for doing the exercise

16:29 - Taking action with a mentor

You won’t build a successful gym by guessing what people want. You just can't read minds—but every entrepreneur tries to do that, and it's costly.

Today on “Run a Profitable Gym,” Two-Brain founder Chris Cooper provides the simple fix: Start using the “just ask method"—a proven way to boost every single metric in your gym.

Chris walks through exactly which questions you must ask to improve your gym’s marketing, sales, retention, pricing, ROI on expenses, staff development and net owner benefit.

The key insight: Don't guess; just ask.

For example, you might assume clients want a kettlebell class because you love kettlebells. If you meet with clients and ask what they want, you might discover 10 of them are training for running events, and you have a prime opportunity to boost average revenue per member with a race prep program.

Or perhaps you can't hold onto staff people. What if you ask what they want to earn and accomplish, then show them how to do it? They'll stay longer and allow you to focus on building the business as the CEO.

Watch to discover the questions top gym owners ask to improve every key performance indicator and build incredibly profitable businesses.

Get Coop’s “Exactly What to Say” guide in Gym Owners United, linked below.

Links

Gym Owners United

Book a Call

0:01 - Stop guessing & just ask

5:17 - Improve your marketing & sales

13:25 - Boost client retention & value

17:53 - Cut expenses & pay yourself more

25:13 - Payoff of the “just ask” method

In 2015, Corey Lewis expanded to a second gym before he was ready. He ended up with two failing locations instead of one thriving facility.

This mistake nearly sunk his business. Now, as a Two-Brain mentor, Corey helps gym owners avoid feels-good-in-the-moment traps that come with severe long-term consequences.

In this episode, Corey joins Mike Warkentin to break down some of the most costly mistakes gym owners make:

✅ Expanding before systems are in place.
✅ Promoting staff too quickly.
✅ Abdicating instead of delegating.
✅ Discounting rates.
✅ Chasing shiny objects instead of caring for "the golden goose."

Corey explains how mentorship helps gym owners see past emotion to make decisions based on data.

For example, if a gym owner is avoiding a much-needed rate increase, Corey will run the numbers, lay out the plan and provide accountability. He's successfully guided dozens of Two-Brain clients through this process: None lost all their members, and all made more money.

Don't make mistakes that will take years to fix. And don't avoid correcting your errors because you don't have a plan. Get help, make smart decisions and reach your Perfect Day sooner.

Use the link below to get free tools to help you run a profitable gym!

Don't have a gym yet? Start one with help from Two-Brain—just click the link below.

Links

Free Tools

Start a Gym

Gym Owners United

Book a Call

2:33 - Expanding too soon

5:44 - No systems and poor retention

10:17 - Promoting staff who aren’t ready

13:09 - How to avoid costly mistakes

20:59 - Resources to start a gym