This neighborhood meetup now generates $4 BILLION in annual revenue.
With over 15,000 gyms across the world, CrossFit is no longer a fitness community...
It's a CULT!
Founder, Greg Glassman embraces that term.
"CrossFit saves lives" and "CrossFit is my church" are some common expressions from members.
Here are 4 lessons on building iconic brands from CrossFit👇
1/ Unleash the power of RITUALS 🙏
CrossFit's Workout of the Day (WOD) is a ritual that members around the world look forward to every single day.
It makes them push hard, and push together.
Rituals are not just meaningless daily activities that we do on autopilot.
Rituals inspire contemplation, introspection, and personal growth.
They remind you of your Why and connect you to something bigger than yourself.
Practicing a ritual together is a guaranteed way for your community to build authentic connections.
Seeing all these people get together to improve themselves works wonders on the mind.
And it keeps them coming back for more.
2/ Sell OUTCOMES, not products đź’Ş
CrossFit gives away their exercises for free in a video of the day.
They don’t sell their programs with marketing verbiage and colorful language.
They sell you on results.
You can do this daily workout without a membership, and you’ll still get value out of it.
The social proof that comes from this creates an insanely powerful network effect.
When people see others getting results, they’re more likely to splash some cash and try it for themselves.
Ultimately, customers want outcomes NOT products.
3/ Unite your community with a HOME 🏡
Each Crossfit gym is called a “box”.
And when you join a box, you’re identified by the box.
Each box has its own logo, its own merch, and its own brand that members wear with pride.
They celebrate birthdays, anniversaries, and holidays together.
Giving your community a home not only fosters a sense of belonging, but also facilitates ongoing engagement and connection.
When communities come together to do everyday things united by a singular purpose, they turn into movements.
4/ UPLIFT your people đź«‚
CrossFit helps their members during tough times.
Many of their WODs are named after and dedicated to deceased CrossFitters and their families.
Police officers, firefighters, military members, and other heroes are all commemorated by the community.
The most famous one is a workout called “The Murph” - which gets you into a one-mile run, 100 pullups, 200 pushups, 300 squats, and another one-mile run to finish.
Building such an affinity with your community touches the heart in ways no amount of marketing ever can.
And these values are what took CrossFit from a grassroots neighborhood get-together to the world’s greatest fitness movement in under a decade. 🚀