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