Why Crossfit? Its demographics & growth trajectory are the dream. It put up more gyms in the US than there are Starbucks locations, in 1/3 of the time. 86% white, 40% w/ post-grad degree, 66% under age 34.https://rallyfitness.com/blogs/news/the-business-of-crossfit-an-update-on-new-market-research-2017 …
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The key to Crossfit success is that it "works." More specifically, Crossfit programming gets an untrained body to a baseline level of fitness quicker than any mass-market alternative..
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.. Crossfit was competing for market share against commercial gym "trainers" who had clients trying to balance on bosu balls, okay? There is a direct parallel between what the modern Left offers and that trainer.
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So given the non-negotiable that Crossfit "works" (sub-optimally, but better than the competition,) here are the key components of the business plan that grew like a hockey stick despite poor programming and a gin-swilling founder:
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1. The on-boarding for new members is basically one-on-one tutoring for a few weeks.
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2. They kept out all frills extraneous to the goal. Main equipment was barbell, rower, jump rope. Setting was spartan, industrial looking 'box.'
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3. Size of a 'box' was Dunbar-compliant. Bonding via shared pain. A competitive, measured aspect to each workout. Peer pressure & aspirational targets gained from doing these workouts in front of each other.
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4. Central Crossfit org effectively articulated their pitch. Functional programming toward a well-rounded end goal made intuitive & intellectual sense to their target demo. And the pitch was simple enough for members to proselytize forward.
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5. The franchise-lite business model scaled perfectly. Market search took care of itself. Most capable 'box' owners were self-selected. Major risks kept off corporate balance sheet.
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etc. My takeaway is there must be transferable applications from this entity that succeeded so strongly despite strange & immature leadership, and despite fairly lousy fitness programming.
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My anecdotal observation is that Crossfit got a lot of armed services personnel to pick up a barbell who otherwise wouldnt have. Officer corps still irredeemably running-cucked, though.
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Conquest's 2nd Law says that an organization not hostile to the left will be co-opted by the left. It says nothing of organizations that are hostile to the left, which also seem to get co-opted after enough time passes. This point needs further study and commentary.
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Crossfit was the logical answer to planet fitness, in other words.
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