If CrossFit Made $4 Billion Your Idea Is Scalable

So HOW did CrossFit take off & create a 4 billion dollar corporation by turning working out into a sport?

I break down the top takeaways that you can apply to business now, and if you have worked with me or plan on working with me in the future, these will sound familiar in what I stress are required for building YOUR brand:

 1️⃣They are RELEVANT to the right people.  Look, you are a type of person if you are drawn to CrossFit.  You work hard, you aren’t afraid of getting your hands dirty (or callused), you are competitive, & you are not afraid to hurt just a bit.  

Truth be told, I was a figure competitor when Scott introduced me to CrossFit.  I DESPISED it at first.  A personal trainer & form stickler my brain (and eyes) truly hurt watching the form go down at boxes (gyms).  Yet, the first thing that hooked me was realizing that I could compete in a sport that would push me past my edges without having to diet down for stage…

It was RELEVANT to me & what I wanted.

2️⃣Niched down. Ok, this is more of a 1B as to be relevant means you niched down but I wanted to give this its own section. 

The internet lost its collective mind when Danielle Brandon had her official games pic giving the finger to the camera yet a 4 billion dollar corporation doesn’t post that by accident.  In the comments section you could clearly see who CF was FOR & speaking to, and who it wasn’t for.  CF never was Vanilla.  I mean, Uncle Rhabdo, was the mascot… A barfing clown making light of rhabdomyolysis.

This was also something that drew me to CrossFit.  I didn’t have to be polished & perfect. I just had to be me. It felt REFRESHING to find such a place.

3️⃣COMMUNITY.  This is huge.  Yesterday, as the final female athlete struggled to finish the Capitol event the entire crowd got behind her & cheered her on.  There is an intimacy built that ties everyone together & creates a loyal die hard following.

This wasn’t huge on my list when I first tried CrossFit.  I actually trained by myself in my garage, using Outlaw programming, until I got to the point where I was going to make a move for Regionals, when I joined a local box.  This wasn’t my motivating factor for starting BUT this is what KEPT me around & made me loyal to the sport.

4️⃣UNAPOLOGETIC about who they are.  They don’t apologize for taking up the space they do.  They piss off weightlifters (olympic lifting) for the high volume snatches & cleans.  The women challenge physique “norms” with the amount of muscle they have.  Prices are the highest of any “gym”.   

They also came out saying the CrossFit games is the competition grounds to find the “fittest on Earth”.  Que a collective riot as every sport had their 2 cents on that.

Again, they really don’t care.

So to break it down:

It was RELEVANT to me, I fit their target audience, & the community KEPT me coming back for more.  

They hit 4 billion not by trying to appeal to everyone but appealing to a very specific niche of people.

The more you understand who you are speaking to the more you can be relevant to them and build a community of like minded people that WANT to keep taking the journey together through the pathway you created in your business.

Stay tuned…

Monday 2 things drop for you!

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AE