How to Capitalize on CrossFit's Culture and Marketing Strategy

Health club operators and trainers can apply the principles that have made CrossFit successful to improve their own marketing, referral and retention programs.

The cheering crowd is a sea of neon, each section clapping and clad in brightly colored, affiliate-branded T-shirts. The energy at the CrossFit Games makes it feel like a high school track meet, and those involved have compared it to going to a family reunion or to church.

The competition is not zero-sum. It is not life or death. There is a winner, but there are no losers. Everyone gathers around those still competing to cheer, and it is as if they are all members of one team.

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