After a two-year hiatus, we are bringing back Business for Unicorns’s highest- ranked course…

Coaching Conversations

Virtual LIVE 2 Day Workshop
Fri Oct 14th – Sat Oct 15th

10am to 4pm est

Hosted virtually on Zoom

3 Payments of $249

 All of your success as a training gym owner comes down to your ability to communicate

And yet, we rarely approach communication as a discrete and learnable skill-set.

Think about it…

       > When a perfect-fit prospect walks out the door to “think about it,” it’s because you didn’t properly communicate your value.

       > When you face an upset client and can’t deescalate, it’s because you failed to make them feel heard.

       > When your coaches don’t consistently follow your systems, it’s because you haven’t effectively trained them on the what and explained the why.

       > When there’s no culture of accountability in your training gym, it’s because you haven’t mastered accountability conversations.

When we lack skill in coaching conversations, it makes running a gym frustrating and stressful. We fail to consistently support our team and clients in taking action towards their goals. It even hurts our family’s well-being because it ultimately hits our bottom line (to say nothing of the impact on your mental state). 

But you CAN learn how to navigate these conversations.

This is a learnable skill.

Here’s the problem: you’re not going to learn how to do it by reading a book.

While there are some great frameworks out there, you have to get reps in. You have to practice.

It’s one thing to be able to look at a sheet of music and correctly identify the notes. It’s another thing altogether to be able to play the piano.

That’s why our next Business for Unicorns course is NOT about an academic theory of Coaching Conversations. It’s about equipping you with the skills and technique to actually have the conversations that matter.

Conversations that don’t just “inspire,” but actually create action.

Conversations that aren’t about how much you know, but supporting your team and clients in actually making change.

Conversations that don’t skirt tough topics, but approach them head-on with candor, kindness, and integrity.

In this interactive two day workshop, we’re giving you the tools to transform how you communicate with your clients, your team, and the world at large. We’ll teach the exact methodology we’ve used to turn Mark Fisher Fitness into one of the most successful gyms in the fitness industry.

But since we only do two courses per year, this is your last chance for at least the next 18 months.

So why should you trust BFU’s Michael Keeler to train you on these skills? 

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Michael is my co-founder of Mark Fisher Fitness and Business for Unicorns. He has been a Certified Professional Coach for ten years with over 10,000 hours of hands-on coaching experience. 

Michael has guided over 200 people (just like you) through this Coaching Conversations course with rave reviews – many people saying it has been one of the best continuing education experiences of their life! 

Before joining forces with me, Michael became an expert in customer service and culture-building, working for companies like the Four Seasons Hotels & Resorts and the Pew Charitable Trusts. 

Michael’s passion for coaching has always been driven by a larger mission to make the workplace more human. His commitment to that goal led him recently to earn a master’s degree in organizational psychology from Columbia University and to become a doctoral student studying how business leaders can better impact triple bottom line change. 


But don’t take our word for it…


“I truly believe that a coach can always improve upon their skills, and this workshop opened my eyes to ways that I didn’t know I could.

In the days following the workshop, I’ve been able to incorporate the basic level lessons learned from Michael, and as much as the energy required in having true coaching conversations can be exhausting and a sweat-fest – the response from the other side of the coach is genuine and magical.

I am very excited to lean-in more during my coaching practice with the lessons learned from Michael and this workshop! I can’t thank him enough for helping me and my team become better coaches…and people!”

— Jason Harrell, Iron Lion Performance

“You’re some of the most amazing humans I’ve ever had the pleasure of meeting.

Thank you for your continued service and efforts to make this world a better place.”

— Sheena Giordano, Coach & Trainer

“The course was more than I expected. It was fantastic!

The information was well presented, broken down into very understandable segments. Both facilitators were amazing at presenting the materials in a way that I could not only understand how to use the skills, but why…

I went back to work Monday morning and started using what I learned immediately.”

— Chris Borda, Y.E.S Fitness

Virtual LIVE 2 Day Workshop
Fri Oct 14th – Sat Oct 15th

10am to 4pm est

Hosted virtually on Zoom

3 Payments of $249


Attendees will ALSO get access to our Unicorn University digital learning platform for 60 days after the event. 

Want to go deeper with BFU on specific topics? Supplement your customer service education with our library of video courses: time management, customer service, building and managing a team, sales & marketing, and more. 

Until recently, these courses were only available in-person. They cost up to $1,000 and required coming all the way to NYC which could easily add hundreds and hundreds of dollars in additional expenses.

Unicorn University is usually only available to members of our Unicorn Society who’ve made a year long commitment. 

But as an extra sign-up bonus, we’re giving all attendees 60 days of access.

Mark and Michael jumping

You score all the goods from the comfort of your own home for $749 USD.

But if you sign up by Sun Oct 2nd?

You can get access to the live event and recordings for 3 payments of $149.



The first 5 attendees to enroll will get a bonus 30 minute call with Keeler or yours truly.

You can use this call to practice the Coaching Conversations curriculum or to discuss anything related to your gym where we can be helpful.

And as always, there’s a 100% money back guarantee if you’re not completely satisfied. So there’s truly no risk.

Remember, only the first 5 attendees get the bonus call.

PS Please note, due to the interactive nature of this course, attendance is required and we will not be recording it.

But real talk, this course requires practice. So it’s best to clear your days and attend live.


Still have questions? Email Michael, let’s chat.