The Conjugate Business Plan

TAGS: Conjugate Business Plan, two-brain business, Chris Cooper

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Like improving your deadlift, there are a lot of things you can do to improve your business.

The best way to improve your business is to use science to filter through all the options; use a coach to highlight your short-term area of focus; use accessory work to keep your revenue streams strong; and then use a lot of reps to improve your movement.

In other words, start with the big movement, and work on it with maximum focus.

Incorporate assistance work to bring up your weakest links.


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Then do a lot of reps at the most important scenarios in your business.

Here’s how that looks in practice:

Max Effort Work

There are really six areas you can improve in your business. Think of these as the “max effort” exercises:

  1. Teach the Vision
  2. Improve Operations
  3. Upgrade the Team
  4. Keep Clients Longer
  5. Sell Better
  6. Get More Leads

You should focus on one at a time, but never skip any. If one of these strengths is lagging, your business will suffer. Your gym is only as strong as its weakest link.

Assistance Work

To build each of these primary movers, you can focus on different specific exercises.

For example, if you want to improve operations in your gym, you can focus on six assistance exercises:

  1. Writing an annual plan
  2. Tracking and controlling your business expenses
  3. Tracking and reporting your metrics (like a PR board)
  4. Writing a playbook (getting it out of your head)
  5. Focusing on profit first

Finally, you need a lot of reps on the things that make your business grow: conversations with future clients; current clients; and your staff.

For example, here are three exercises we gave Two-Brain gyms last month. They were all practicing their “sales” conversation:

  1. A new client wants to lose 30 pounds in the next six months. Present your plan, including nutrition coaching and exercise. Tell the client the price and ask if he or she is ready to buy.
  2. A new client says, “I know what I need to do. I just need you to hold me accountable for doing it.”
  3. A new client says he or she wants to sign up but has to check with a spouse. Help the client take action now.

For the next 12 months, I’m going to share more with you than just “here’s how to do this thing in your gym”. I’m going to share a training template: one max effort activity; some accessory work; and some reps. Because you need a stronger business!

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