Staying on Top of Your Game With Kevin Wood

Kevin Wood opened CrossFit Moncton 11 years ago in New Brunswick, Canada, making him one of Canada's most long-standing affiliate owners. When he affiliated in 2008, the aesthetic of CrossFit was a lot different: wall balls made of sand-filled basketballs and grungy gyms instead of shiny equipment and bright, colorful spaces.

Though Kevin's goal has remained the same over the years—to make people fit and healthy—he's had to adjust his mindset and operations to make his gym not just a passion project but also a business.

When Kevin joined Two-Brain Business just a few months ago, the gym had just had one of its worst months ever following a costly forced relocation. But after just one month of mentorship, the gym had its best month ever after turning $500 in ad spend into $4,000 in front-end sales. Here's how he did it—and some of the lessons he's learned after more than a decade of gym ownership.

Links:

http://crossfitmoncton.com/
https://incitetax.com/

Contact:

[email protected]

Timeline:

3:10 – From gym teacher to gym owner.

5:38 – The early days: sand-filled basketballs and $5 workouts at the playground.

8:01 – The mission hasn’t changed: To change people’s lives with fitness.

11:28 – Turning a passion into a business: You can’t make everybody happy.

13:58 – How to make your service the best hour of your clients’ days.

15:39 – From worst to best month ever with Two-Brain Business.

17:45 – First lesson learned: Delegate tasks, not job titles.

20:24 – Overhauling the on-ramp process.

22:03 – How to sell coaches on the sales process.

24:19 – The point isn’t to take clients’ money, it’s to change their lives.

26:55 – CrossFit’s target market, then and now.

27:40 – Ask your clients what keeps them coming back. The answer might surprise you.

29:26 – It’s all about relationships ...

31:06 – … and that goes for your staff, too. 

32:54 – The No-Sweat Intro: Personalize the process.

34:11 – Get comfortable with silence.

35:43 – Finding a client’s “why” isn’t just for sales; it’s for retention.

37:00 – Retention is an ongoing sales process.

38:56 – Asking for the “why” is what sets your gym apart from the big-box franchises.