CrossFit is the epitome of a fitness community.

But despite being one of the most influential fitness movements in the world, most people have no clue how they did what they did. And honestly, neither did I.

So, I took it upon myself to binge over countless hours of research to study exactly how—and see if I could find a repeatable framework I could use myself to achieve community growth.

Let's dive in...

The Wild Story Of How CrossFit Achieved Unprecedented Growth

Here are a few interesting data points to give you context, in case you’re unfamiliar with CrossFit:

• Athletes: 5 million+
• Gyms: 14,000+
• Social Followers (Combined): Millions
• Estimated Worth: $4bn

But here’s what you probably don’t know: When CrossFit first started back in the early 2000s, they had only a handful of dedicated enthusiasts.

But now, they are a global fitness phenomenon with massive sponsorships, events, and millions of dedicated followers.

How did this happen?

A combination of innovation, community building, and a unique approach to fitness.

Here’s the story:

The Very Beginning

CrossFit’s story begins in the early 2000s, a time when fitness was undergoing a revolution. CrossFit’s founder, Greg Glassman, was a visionary who saw the potential for a new approach to functional fitness. In a crowded fitness landscape, CrossFit set out to be different.

During those early days, CrossFit was a fledgling movement. They were operating out of a small gym, figuring out the best way to revolutionize fitness.

And while there, Greg Glassman wasn’t even trying to create a fitness empire. So, they spent their time trying to find success doing random things like experimenting with different workout routines, testing innovative training equipment, and engaging with a small but passionate group of early adopters.

Until one day, everything changed.

The Moment Of Change

CrossFit had been quietly building a following through their website and word-of-mouth. They saw an opportunity to expand their reach and empower fitness professionals around the world.

The turning point was around 2005 when CrossFit started gaining traction and recognition within the fitness community.

Several factors contributed to this:

1. Online Community and Resources (CrossFit.com): CrossFit’s founder, Greg Glassman, made a strategic decision to provide free daily workouts on the CrossFit website. This attracted fitness enthusiasts seeking effective and challenging training programs.
2. Affiliate Model Expansion: CrossFit began to license its brand and method to independent gyms and trainers, allowing them to operate as “CrossFit Affiliates.” This decentralized model empowered local entrepreneurs and fitness professionals to offer CrossFit training, thus rapidly increasing its accessibility.
3. Emphasis on Functional Fitness: CrossFit’s focus on functional movements and high-intensity workouts resonated with individuals looking for a more dynamic and results-oriented approach to fitness.
4. Community and Camaraderie: CrossFit gyms (affiliates) fostered a sense of community and camaraderie among members. The competitive yet supportive environment attracted a diverse range of individuals seeking a sense of belonging and motivation.
5. Effective Branding and Marketing: CrossFit effectively marketed itself as a no-nonsense, results-driven fitness regimen. This straightforward approach appealed to a wide audience looking for a more efficient way to achieve their fitness goals.
6. Social Media and Digital Presence: As social media platforms gained popularity, CrossFit utilized them to share content, engage with its community, and showcase the achievements of its members, further fueling its growth.

2005 marked the beginning of a period of rapid expansion for CrossFit, as it evolved from a niche fitness program to a global fitness movement.

The combination of an effective training method, a passionate community, and a decentralized business model played a pivotal role in driving the growth of CrossFit’s member base.

The Pinnacle Of Success

By the early 2010s, CrossFit had risen to a level of success that far exceeded their initial aspirations. They had empowered thousands of affiliates globally and attracted millions of dedicated members.

CrossFit’s unique approach to fitness, emphasis on community, and relentless pursuit of excellence had paid off. They had created a fitness revolution that spanned the globe.

And the rest is history.

I love this story because it is the perfect encapsulation of what it takes to achieve unprecedented growth, but also shows how in order to be “lucky,” you need to put yourself in a position to receive luck.

Here is how you can be “lucky” in your fitness creator business as well.

A Blueprint for Fitness Community Growth

CrossFit’s journey wasn’t just about reps and rounds; it was about forging connections. Through authenticity, engagement, affiliation, and unwavering dedication, they turned a fitness regimen into a movement. And the story continues, as the #CrossFitFamily grows, one burpee at a time.

We don’t have to re-create the wheel. We just have to put our own unique spin on it to see the same positive results.

Install these main ideas into your fitness creator business and watch your business take off too.

Main Ideas For Rapid Community Growth

1. Lead with a community-first mission

2. Use content marketing to drive growth

3. Authenticity in everything you do

4. Leverage affiliates

Let's unpack this a little...

Main Idea 1: Cultivating a Community

The heart of CrossFit’s transformation lies in its dedication to cultivating a thriving community. They understood that fitness is not just about physical exertion, but also about the shared experience and mutual support among members.

Pro Tip: Foster a sense of belonging by organizing regular events, challenges, and interactive sessions to bring your community together.

CrossFit’s weekly challenges and live Q&A sessions created a space where members could connect, share experiences, and motivate one another. A strong, connected community is the cornerstone of any fitness movement. Focus on building relationships among your members for enduring success.

Main Idea 2: Content as the Catalyst

Content became CrossFit’s secret sauce for community growth.

They leveraged their website and social platforms to disseminate workouts, tips, and success stories. This approach positioned them as more than just a workout regimen; they became a source of inspiration and education.

Pro Tip: Consistently create valuable content that resonates with your audience. Share success stories and actionable tips to keep them engaged.

CrossFit’s daily workout posts and success stories on social media platforms galvanized their community, fostering a sense of belonging and motivation. Content isn’t just information; it’s a vehicle to inspire, educate, and foster a sense of belonging within your community.

Main Idea 3: The Authenticity Advantage

Authenticity was CrossFit’s north star. They embraced imperfections and showcased the raw, unfiltered journey of fitness. This transparency built trust and deepened their connection with their community.

Pro Tip: Be genuine and transparent. Share triumphs and challenges with your community. CrossFit’s faced some bad press when an employee made some anti-LGBTQ statements online. They faced the drama head-on and seemed to weather the storm as best as possible.

Authenticity is the cornerstone of building a loyal, engaged community. Embrace your journey, imperfections and all.

Main Idea 4: The Power of Strategic Affiliation

At its core, CrossFit’s transformation was driven by strategic affiliation. By licensing their brand and method, they empowered local entrepreneurs and fitness professionals worldwide. This decentralized model expanded their reach exponentially.

Pro Tip: Seek collaborations and partnerships that align with your mission. Leverage networks to amplify your impact.

Just as CrossFit empowered affiliates, seek out like-minded professionals to grow your community.

I use Shopify Collabs for my Sqwod Pod business to attract and hire affiliates to spread the Sqwod message and help me build an active community.

Strategic affiliation is not just about expanding reach, it’s about creating a network of advocates invested in a shared vision. For me, it’s attracting fitness solopreneurs who like to learn from each other to further our businesses.

Takeaway:

Remember, community growth is not a linear path. It’s a dynamic process fueled by strategic partnerships, valuable content, and unwavering authenticity. Embrace change, cultivate meaningful connections, and watch your fitness community thrive.