{"id":28091,"date":"2023-06-09T11:58:48","date_gmt":"2023-06-09T11:58:48","guid":{"rendered":"https:\/\/usekilo.com\/?p=28091"},"modified":"2024-12-11T11:33:52","modified_gmt":"2024-12-11T16:33:52","slug":"building-one-of-the-biggest-fitness-business-conferences","status":"publish","type":"post","link":"https:\/\/usekilo.com\/building-one-of-the-biggest-fitness-business-conferences\/","title":{"rendered":"Building one of the biggest fitness business conferences"},"content":{"rendered":"\n

What\u2019s going on Gym World?<\/p>\n\n\n\n

Last weekend was the Two-Brain Business<\/a> Summit.<\/p>\n\n\n\n

Over 750 gym owners, coaches & vendors attended, making it one of the largest fitness business conferences in the world. \ud83e\udd2f<\/p>\n\n\n\n

\"\"
TBB Summit 2022 vs. 2023. The compound effect at work.<\/em><\/figcaption><\/figure>\n\n\n\n

The conference has grown 5x<\/strong> since I started marketing for Two-Brain 5 years ago.<\/p>\n\n\n\n

So how did we get here?<\/p>\n\n\n\n

While I\u2019d love to credit my marketing skillz, my biggest takeaway from the weekend was:<\/p>\n\n\n\n

Luck matters in business<\/h2>\n\n\n\n

In 2013, I got 120 members to sign up at my first gym before<\/strong><\/em> I opened the doors.<\/p>\n\n\n\n

My secret?<\/p>\n\n\n\n

I literally top-ticked the CrossFit trend.<\/p>\n\n\n\n

\"\"
U.S. interest in CrossFit from 2007-present<\/em><\/figcaption><\/figure>\n\n\n\n

That initial burst of success made me believe I was a good marketer, which set off a series of lucky breaks. Here\u2019s how:<\/p>\n\n\n\n

Finding Two-Brain at the right time.<\/h3>\n\n\n\n

I joined Two-Brain as a client in 2017\u2014that was when the CrossFit trend was in decline, and gym owners were looking for a way to get more bodies in the door.<\/p>\n\n\n\n

\"\"
When I joined TBB<\/em><\/figcaption><\/figure>\n\n\n\n

Chris Cooper, the Founder of TBB, wasn\u2019t a fan of paid marketing; in fact, his first blog was called Don\u2019tBuyAds.com<\/a>.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

I was running four gyms at the time, all of which relied on Facebook ads, and I shared what was working for me in the Two-Brain Facebook group. Over time, I built a reputation as \u201cthe marketing guy\u201d in that community.<\/p>\n\n\n\n

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<\/p>\n\ud83d\udca1 My locations were in high-cost transient cities (NY, Philly, & Hoboken). Most members moved every few years. Paid marketing was our means of survival.<\/cite><\/blockquote>\n\n\n\n

The brand equity I built in the group led to a massive long-term partnership with TBB when Chris wanted to grow his business with paid ads.<\/p>\n\n\n\n

"Here's the number I used to win the lottery"

\u2013Entrepreneurs giving advice<\/p>— Andrew Wilkinson (@awilkinson) September 30, 2022<\/a><\/blockquote>