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CrossFit Gym Business Plan Sample

FEB.08, 2014

Executive Summary

2.1 the business.

Athletics City will be a registered and licensed CrossFit gym based in Florida. The business will provide CrossFit workout sessions and training for adults as well as for kids. The facility will include a barbell club, cardio room, gymnastic room, and space for metabolic activities like jumping, rowing, biking, etc.

Company Summary

3.1 company owner.

Anna Wilde will be the owner of Athletics City. Anna holds a master’s degree in Business Administration. During her academic years, she remained a prominent participant in several internship programs. Moreover, she has also 2 years of working experience as a Business Operations Manager in an engineering firm.

3.2 Why the CrossFit gym is being started

Anna is starting a CrossFit business because it’s her passion. She always wanted to run her own business. Due to her interest in fitness and sports, she chose CrossFit business to invest her energy and skill.

5.1 Market Trends

CrossFit is getting popular day by day due to the heroic strength and power it provides. This newer trend of CrossFit gym was introduced in California in 2000. Since then the increasing popularity of this sports activity also increased the number of CrossFit gyms to 15,500 in 2018.

The business goes quite well. In 2020, however, CrossFit gyms saw a decline in customer rate and profits due to the recession caused by the coronavirus. Now, as the economy and health conditions are flourishing again, the CrossFit industry is expected to grow more in the coming years.

5.3 Business Target

Our business targets are:

• To earn a net profit of $31k per month by the end of the three years of our launch
• To obtain a repeat purchase rate of 75% by the end of the second year
• To achieve and maintain a CSAT score of above 90% throughout our service years
• To achieve an NPS (Net Promoter Score) of above 60 by the end of the first year

5.4 Product Pricing

Excellent work.

excellent work, competent advice. Alex is very friendly, great communication. 100% I recommend CGS capital. Thank you so much for your hard work!

Our prices are slightly more than our competitors. It is because we are employing level 3 coaches to provide elite training. Moreover, we’ll ensure adherence to strict protocols to provide a safe, comfortable, and friendly environment for all women, men, and kids.

Despite our higher prices, we expect to get more customers than our competitors because of our competitive advantages and our excellent sales strategy.

Marketing Strategy

No matter how great services you are offering, you will never gain customers unless you have an excellent CrossFit marketing strategy. In your business proposal for a crossfit business plan , you should study target customers and market trends to identify your competitive advantages and to develop an effective advertising plan.

6.1 Competitive Analysis

The competitive aspects of Athletics City are:

• Our CrossFit trainers are highly skilled and experienced. Through Level 3 certified coaches we’ll be able to provide the highest quality service.
• We have strict and specified rules and protocols. So that all men, women, and children get a comfortable experience.
• We are the largest CrossFit gym in the whole of Florida – and the only one that is providing metabolic sports activities.
• Only we in the whole town are offering CrossFit training for kids.

6.2 Sales Strategy

To capture the attention of our target customers

• We’ll advertise our startup through Google Local ads service and local newspapers
• We’ll ensure a strong web and social media presence
• We’ll offer a 50% discount on our services for the first two months of our launch

Personnel plan

Whether you are starting a CrossFit gym from scratch or are purchasing a CrossFit gym franchise, you’ll need to hire skillful employees. While writing a business plan for a CrossFit gym, you should list the employees you need, their job descriptions, and their expected salaries.

7.1 Company Staff

Anna will be the CEO herself. However, she’ll hire the following people.

• 1 Co-Manager to monitor business operations
• 1 Accountant to maintain financial records
• 1 Technician to maintain the machinery
• 1 Web Developer to manage the online presence
• 5 CrossFit Trainers/ Coaches
• 2 General Assistants
• 1 Sales Executive
• 1 Receptionist

7.2 Average Salary of Employees

Financial plan.

A financial plan is one of the most decisive components of a crossfit business plan . It analyzes all the investments group business plan , expenses, sales, and cash flows to determine a safe financial trajectory for a business. In case of starting a CrossFit gym, you’ll have to procure expensed equipment and machinery and the costs of maintaining the facility will also be high. Therefore, you must ensure that the highest level of precision is achieved as you created your financial plan. It’s only through efficient financial planning that you’ll be able to earn the desired profits and avoid unwanted losses.

Anna created CrossFit business plan herself because she had the knowledge and experience for doing so accurately. The financial plan developed by her is provided here for everyone who may want to benefit.

8.5 Projected Balance Sheet

8.6 business ratios.

Download example CrossFit Gym Business Plan in pdf

Professional OGS capital writers specialized also in themes such as indoor sports complex business plan , starting a dance studio business , starting a climbing gym business plan , business plan for a yoga studio , opening a trampoline park business , martial arts business plan , etc.

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Crossfit Gym Business Plan Template

Written by Dave Lavinsky

Over the past 20+ years, we have helped over 1,000 entrepreneurs and business owners create business plans to start and grow their crossfit gym businesses.

If you’re unfamiliar with creating a crossfit gym business plan, you may think creating one will be a time-consuming and frustrating process. For most entrepreneurs it is, but for you, it won’t be since we’re here to help. We have the experience, resources, and knowledge to help you create a great business plan.

In this article, you will learn some background information on why business planning is important. Then, you will learn how to write a crossfit gym business plan step-by-step so you can create your plan today.

Download our Ultimate Business Plan Template here >

What is a Crossfit Gym Business Plan?

A business plan provides a snapshot of your crossfit gym business as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategies for reaching them. It also includes market research to support your plans.

Why You Need a Business Plan for a Crossfit Gym

If you’re looking to start a crossfit gym business or grow your existing crossfit gym company, you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your crossfit gym to improve your chances of success. Your crossfit gym business plan is a living document that should be updated annually as your company grows and changes.

Sources of Funding for Crossfit Gym Businesses

With regard to funding, the main sources of funding for a crossfit gym business are personal savings, credit cards, bank loans, and angel investors. When it comes to bank loans, banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to ensure that your financials are reasonable, but they will also want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business. Personal savings and bank loans are the most common funding paths for crossfit gym businesses.

Finish Your Business Plan Today!

How to write a business plan for a crossfit gym.

If you are starting a gym business or expand your current crossfit gym business, you need a business plan. The guide below details the necessary information for how to write each essential component of your crossfit gym business plan.

Executive Summary

Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.

The goal of your executive summary is to quickly engage the reader. Explain to them the kind of crossfit gym you are running and the status. For example, are you a startup, do you have a crossfit gym business that you would like to grow, or are you operating a chain of crossfit gym locations?

Next, provide an overview of each of the subsequent sections of your plan.

• Give a brief overview of the crossfit gym industry.
• Discuss the type of crossfit gym you are operating.
• Detail your direct competitors. Give an overview of your target customers.
• Provide a snapshot of your marketing strategy. Identify the key members of your team.
• Offer an overview of your financial plan.

Company Overview

In your company overview, you will detail the type of crossfit gym you are operating.

For example, you might specialize in one of the following types of crossfit gym businesses:

• Traditional Crossfit Gym: In this type of traditional crossfit gyms, you may specialize in constant movement with varying intensities and functional exercise routines.
• Crossfit Performance Gym: A crossfit performance gym is one that caters to those who seek competitive environments and challenges. Additional training is focused on strength and fitness in a more strict series of routines.
• Crossfit Health & Wellness Gym: This type of cross fit gym is focused on the well-being of customers via natural health and fitness routines that support good health. Weight loss and specific health routines are often the focus of the gym, as well.
• Specialty Crossfit Gym: Specialty classes and courses within this type of crossfit gym focus on weight training for high-performance and strength-building for competition. In addition, performance supplements are often recommended and sold.

In addition to explaining the type of cross fit gym you will operate, the company overview needs to provide background on the business.

Include answers to questions such as:

• When and why did you start the business?
• What milestones have you achieved to date? Milestones could include the number of customers served, the amount of revenue during the past six months, opening a second crossfit gym location, etc.
• Your legal business structure. Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.

Industry Analysis

In your industry or market analysis, you need to provide an overview of the crossfit gym industry.

While this may seem unnecessary, it serves multiple purposes.

First, researching the crossfit gym industry educates you. It helps you understand the market in which you are operating.

Secondly, market research can improve your marketing strategy, particularly if your analysis identifies market trends.

The third reason is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.

The following questions should be answered in the industry analysis section of your cross fit gym business plan:

• How big is the crossfit gym industry (in dollars)?
• Is the market declining or increasing?
• Who are the key competitors in the market?
• Who are the key suppliers in the market?
• What trends are affecting the industry?
• What is the industry’s growth forecast over the next 5 – 10 years?
• What is the relevant market size? That is, how big is the potential target market for your cross fit gym? You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local population.

Customer Analysis

The customer analysis section of your crossfit gym business plan must detail the customers you serve and/or expect to serve.

The following are examples of customer segments: individuals who seek better health and fitness, athletes who seek higher performance levels, and those who seek weight gain.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of crossfit gym you operate. Clearly, individuals with the goal of weight loss will  respond to different marketing promotions than will those who choose to train for competition.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regard to demographics, including a discussion of the ages, genders, locations, and income levels of the potential customers you seek to serve.

Psychographic profiles explain the wants and needs of your target customers. The more you can recognize and define these needs, the better you will do in attracting and retaining your customers.

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Competitive Analysis

Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.

Direct competitors are other crossfit gyms.

Indirect competitors are other options that customers have to purchase from that aren’t directly competing with your product or service. This includes performance athlete retail stores, digital exercise or workout routines and natural health stores,  You need to mention such competition, as well.

For each direct competitor, provide an overview of their business and document their strengths and weaknesses. Unless you once worked at your competitors’ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as

• What types of customers do they serve?
• What type of crossfit gym are they?
• What is their pricing (premium, low, etc.)?
• What sets their business apart from others?
• What are their weaknesses?

With regard to the last two questions, think about your answers from the customers’ perspective. And, don’t be afraid to ask your competitors’ customers what they like most and least about them.

The final part of your competitive analysis section is to document your areas of competitive advantage. For example:

• Will you provide options for groups who train together?
• Will you offer products or services that your competition doesn’t?
• Will you provide better customer service?
• Will you offer better pricing?

Think about ways you will outperform your competition and document them in this section of your plan.

Marketing Plan

Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a crossfit gym business plan, your marketing strategy should include the following:

Product : In the product section, you should reiterate the type of crossfit gym company that you documented in your company overview. Then, detail the specific products or services you will be offering. For example, will you provide specialized workouts directed to consumers ages 40+?

Price : Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of your plan, you are presenting the products and/or services you offer and their prices.

Place : Place refers to the site of your crossfit gym company. Document where your company is situated and mention how the site will impact your success. For example, is your crossfit gym located in a busy retail district, a business district, a standalone building, or in a neighborhood mall? Discuss how your site might be the ideal location for your customers.

Promotions : The final part of your crossfit gym marketing plan is where you will document how you will drive potential customers to your location(s). The following are some promotional methods you might consider:

• Advertise in local papers, radio stations and/or magazines
• Reach out to websites
• Distribute direct mail pieces to your target audience
• Engage in email marketing
• Advertise on social media platforms
• Improve the SEO (search engine optimization) with target keywords on your website

Operations Plan

While the earlier sections of your business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.

Everyday short-term processes include all of the tasks involved in running your crossfit gym, including answering calls, planning and scheduling courses, paying invoices, contacting customers, etc.

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to sell out available courses, or when you hope to reach $X in revenue. It could also be when you expect to expand your crossfit gym to a second or third location.

Management Team

To demonstrate your crossfit gym’s potential to succeed, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company.

Ideally, you and/or your team members have direct experience in managing crossfit gym businesses. If so, highlight this experience and expertise. But, also highlight any experience that you think will help your business succeed.

If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act as mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in managing a crossfit gym or successfully running a crossfit gym in a large corporate setting.

Financial Plan

Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance sheet, and cash flow statements.

Income Statement

An income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenue and then subtracts your costs to show whether you turned a profit or not.

In developing your income statement, you need to devise assumptions. For example, will you serve 40 customers per day, and/or offer special crossfit gym sales online? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.

5 Year Annual Income Statement

Balance Sheets

Balance sheets show your assets and liabilities. While balance sheets can include much information, try to simplify them to the key items you need to know about. For instance, if you spend $50,000 on building out your crossfit gym, this will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a lender writes you a check for $50,000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.

5 Year Annual Balance Sheet

Cash Flow Statement

Your cash flow statement will help determine how much money you need to start or grow your business, and ensure you never run out of money. What most entrepreneurs and business owners don’t realize is that you can turn a profit, but run out of money and go bankrupt.

When creating your Income Statement and Balance Sheets be sure to include several of the key costs needed in starting or growing a crossfit gym:

• Cost of crossfit gym equipment
• Cost of furnishings
• Payroll or salaries paid to staff
• Business insurance
• Other start-up expenses (if you’re a new business) like legal expenses, permits, computer software, office supplies and equipment

5 Year Annual Cash Flow Statement

Attach your full financial projections in the appendix of your plan, along with any supporting documents that make your plan more compelling. For example, you might include your gym location lease or a list of friends and associates who are already lined up to join your crossfit gym.

Writing a business plan for your crossfit gym is a worthwhile endeavor. If you follow the template above, by the time you are done, you will truly be an expert. You will understand the crossfit gym industry, your competition, and your customers. You will develop a marketing strategy and will understand what it takes to launch and grow a successful crossfit gym.

Crossfit Gym Business Plan FAQs

What is the easiest way to complete my crossfit gym business plan.

Growthink's Ultimate Business Plan Template allows you to quickly and easily write your crossfit gym business plan.

How Do You Start a Crossfit Gym Business?

Starting a Crossfit Gym business is easy with these 14 steps:

• Choose the Name for Your Crossfit Gym Business
• Create Your Crossfit Gym Business Plan
• Choose the Legal Structure for Your Crossfit Gym Business
• Secure Startup Funding for Your Crossfit Gym Business (If Needed)
• Secure a Location for Your Business
• Register Your Crossfit Gym Business with the IRS
• Open a Business Bank Account
• Get a Business Credit Card
• Get the Required Business Licenses and Permits
• Get Business Insurance for Your Crossfit Gym Business
• Buy or Lease the Right Crossfit Gym Business Equipment
• Develop Your Crossfit Gym Business Marketing Materials
• Purchase and Setup the Software Needed to Run Your Crossfit Gym Business
• Open for Business

Where Can I Download a Free Business Plan Template PDF?

Click here to download the pdf version of our basic business plan template.

Our free business plan template pdf allows you to see the key sections to complete in your plan and the key questions that each must answer. The business plan pdf will definitely get you started in the right direction.

We do offer a premium version of our business plan template. Click here to learn more about it. The premium version includes numerous features allowing you to quickly and easily create a professional business plan. Its most touted feature is its financial projections template which allows you to simply enter your estimated sales and growth rates, and it automatically calculates your complete five-year financial projections including income statements, balance sheets, and cash flow statements. Here’s the link to our Ultimate Business Plan Template.

Don’t you wish there was a faster, easier way to finish your Crossfit Gym business plan?

OR, Let Us Develop Your Plan For You

Since 1999, Growthink has developed business plans for thousands of companies who have gone on to achieve tremendous success.   Click here to see how a Growthink business plan writer can create your business plan for you.

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CrossFit Gym Business Plan

Are you obsessed with CrossFit’s dynamic and high-intensity workouts? Are you a fitness freak? Are you looking for a business opportunity?

Well, you are here because you answered positively to all three questions. CrossFit’s licensed affiliate gym is a brilliant business opportunity for fitness freaks who loves to grind amazing money.

Anyone can start a CrossFit by meeting their affiliate requirements. However, you do need a detailed business plan to gather funds for your dream CrossFit gym.

Anyone with an inclination towards fitness can start a business. However, a detailed business plan will help you secure funding for initial investments and provide a definite direction toward growth.

Free Business Plan Template

Download our free business plan template now and pave the way to success. Let’s turn your vision into an actionable strategy!

• Fill in the blanks – Outline
• Financial Tables

How to Write A CrossFit Gym Business Plan?

Writing a crossfit gym business plan is a crucial step toward the success of your business. Here are the key steps to consider when writing a business plan:

1. Executive Summary

An executive summary is the first section planned to offer an overview of the entire business plan. However, it is written after the entire business plan is ready and summarizes each section of your plan.

Here are a few key components to include in your executive summary:

Introduce your Business:

• This section may include details like the name of your CrossFit gym, its location, and when it was licensed.

Market Opportunity:

Products and services:.

• For instance, you may include CrossFit endurance, CrossFit Kids, and CrossFit functional training as your services and include tailored transformation and state-of-the-art facilities as some of your USPs.

Marketing & Sales Strategies:

Financial highlights:, call to action:.

Ensure your executive summary is clear, concise, easy to understand, and jargon-free.

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2. Business Overview

The business overview section of your business plan offers detailed information about your company. The details you add will depend on how important they are to your business. Yet, business name, location, business history, and future goals are some of the foundational elements you must consider adding to this section:

Business Description:

• Describe your CrossFit gym and its name.
• Describe the legal structure of your CrossFit gym, whether it is a sole proprietorship, LLC, partnership, or others.
• Explain where your business is located and why you selected the place.

Mission Statement:

Business history:.

• Additionally, If you have received any awards or recognition for excellent work, describe them.

Future Goals

This section should provide a thorough understanding of your business, its history, and its future plans. Keep this section engaging, precise, and to the point.

3. Market Analysis

The market analysis section of your business plan should offer a thorough understanding of the industry with the target market, competitors, and growth opportunities. You should include the following components in this section.

Target market:

• For instance, fitness enthusiasts, athletes, and sports lovers would be an ideal target audience for CrossFit gyms.

Market size and growth potential:

• For instance, there are over 13000 CrossFit affiliate businesses across the World. Briefly describe the market share you will capture and the gym’s growth potential in the market.

Competitive Analysis:

Market trends:.

• For instance, CrossFit online and hybrid training has a booming market; explain how you plan on dealing with this potential growth opportunity.

Regulatory Environment:

Here are a few tips for writing the market analysis section of your CrossFit gym business plan:

• Conduct market research, industry reports, and surveys to gather data.
• Provide specific and detailed information whenever possible.
• Illustrate your points with charts and graphs.
• Write your business plan keeping your target audience in mind.

4. CrossFit Services

The product and services section should describe the specific services and products that will be offered to customers. To write this section should include the following:

Fitness services:

Mention the fitness services your business will offer. This list may include services like,

• Group CrossFit classes
• Personal training
• Specialty programs
• Nutritional counseling
• Online Coaching

CrossFit products:

Quality measures:.

• This may include equipment maintenance, qualified and trained staff, and safety checkpoints. Since it’s a licensed affiliate, you will have to maintain the quality standards mentioned in the contract.

Additional Services

In short, this section of your CrossFit gym plan must be informative, precise, and client-focused. By providing a clear and compelling description of your offerings, you can help potential investors and readers understand the value of your business.

5. Sales And Marketing Strategies

Writing the sales and marketing strategies section means a list of strategies you will use to attract and retain your clients. Here are some key elements to include in your sales & marketing plan:

Unique Selling Proposition (USP):

• For example, certified CrossFit coaches, CrossFit specialty programs, regular community events, and state-of-the-art equipment could be some of the great USPs for a hybrid CrossFit studio.

Pricing Strategy:

Marketing strategies:, sales strategies:, customer retention:.

Overall, this section of your CrossFit gym business plan should focus on customer acquisition and retention.

Have a specific, realistic, and data-driven approach while planning sales and marketing strategies for your CrossFit gym, and be prepared to adapt or make strategic changes in your strategies based on feedback and results.

6. Operations Plan

The operations plan section of your business plan should outline the processes and procedures involved in your business operations, such as staffing requirements and operational processes. Here are a few components to add to your operations plan:

Staffing & Training:

Operational process:, equipment & machinery:.

• Explain how these technologies help you maintain quality standards and improve the efficiency of your business operations.

Adding these components to your operations plan will help you lay out your business operations, which will eventually help you manage your business effectively.

7. Management Team

The management team section provides an overview of your CrossFit management team. This section should provide a detailed description of each manager’s experience and qualifications, as well as their responsibilities and roles.

Founders/CEO:

Key managers:.

• It should include, key executives(e.g. COO, CMO.), senior management, and other department managers (e.g. CrossFit head trainer, customer services manager.) involved in the CrossFit gym operations, including their education, professional background, and any relevant experience in the fitness industry.

Organizational structure:

Compensation plan:, advisors/consultants:.

• So, if you have any advisors or consultants, include them with their names and brief information consisting of roles and years of experience.

This section should describe the key personnel for your CrossFit services, highlighting how you have the perfect team to succeed.

8. Financial Plan

Your financial plan section should provide a summary of your business’s financial projections for the first few years. Here are some key elements to include in your financial plan:

Profit & loss statement:

Cash flow statement:, balance sheet:, break-even point:.

• This exercise will help you understand how much revenue you need to generate to sustain or be profitable.

Financing Needs:

Be realistic with your financial projections, and make sure you offer relevant information and evidence to support your estimates.

9. Appendix

The appendix section of your plan should include any additional information supporting your business plan’s main content, such as market research, legal documentation, financial statements, and other relevant information.

• Add a table of contents for the appendix section to help readers easily find specific information or sections.
• In addition to your financial statements, provide additional financial documents like tax returns, a list of assets within the business, credit history, and more. These statements must be the latest and offer financial projections for at least the first three or five years of business operations.
• Provide data derived from market research, including stats about the CrossFit industry, user demographics, and industry trends.
• Include any legal documents such as permits, licenses, and contracts.
• Include any additional documentation related to your business plan, such as product brochures, marketing materials, operational procedures, etc.

Use clear headings and labels for each section of the appendix so that readers can easily find the necessary information.

Remember, the appendix section of your CrossFit gym business plan should only include relevant and important information supporting your plan’s main content.

The Quickest Way to turn a Business Idea into a Business Plan

Fill-in-the-blanks and automatic financials make it easy.

This sample CrossFit gym business plan will provide an idea for writing a successful CrossFit gym plan, including all the essential components of your business.

After this, if you still need clarification about writing an investment-ready business plan to impress your audience, download our CrossFit gym business plan pdf .

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Frequently asked questions, why do you need a crossfit gym business plan.

A business plan is an essential tool for anyone looking to start or run a successful CrossFit gym. It helps to get clarity in your business, secures funding, and identifies potential challenges while starting and growing your business.

Overall, a well-written plan can help you make informed decisions, which can contribute to the long-term success of your CrossFit gym.

How to get funding for your CrossFit gym business?

There are several ways to get funding for your CrossFit gym, but self-funding is one of the most efficient and speedy funding options. Other options for funding are:

• Bank loan – You may apply for a loan in government or private banks.
• Small Business Administration (SBA) loan – SBA loans and schemes are available at affordable interest rates, so check the eligibility criteria before applying for it.
• Crowdfunding – The process of supporting a project or business by getting a lot of people to invest in your business, usually online.
• Angel investors – Getting funds from angel investors is one of the most sought startup options.

Apart from all these options, there are small business grants available, check for the same in your location and you can apply for it.

Where to find business plan writers for your CrossFit gym business?

There are many business plan writers available, but no one knows your business and ideas better than you, so we recommend you write your CrossFit Gym business plan and outline your vision as you have in your mind.

What is the easiest way to write your CrossFit gym business plan?

A lot of research is necessary for writing a business plan, but you can write your plan most efficiently with the help of any CrossFit gym business plan example and edit it as per your need. You can also quickly finish your plan in just a few hours or less with the help of our business plan software.

How detailed should the financial projections be in my CrossFit gym business plan?

The level of detail of the financial projections of your CrossFit gym may vary considering various business aspects like direct and indirect competition, pricing, and operational efficiency. However, your financial projections must be comprehensive enough to demonstrate a complete view of your financial performance.

Generally, the statements included in a business plan offer financial projections for at least the first three or five years of business operations.

Can a good CrossFit gym business plan help me secure funding?

Indeed. A well-crafted CrossFit gym business plan will help your investors better understand your business domain, market trends, strategies, business financials, and growth potential—helping them make better financial decisions.

So, if you have a profitable and investable business, a comprehensive business plan can certainly help you secure your business funding.

About the Author

Upmetrics Team

Upmetrics is the #1 business planning software that helps entrepreneurs and business owners create investment-ready business plans using AI. We regularly share business planning insights on our blog. Check out the Upmetrics blog for such interesting reads. Read more

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How to own a CrossFit gym

Follow these essential steps on your journey to opening your own CrossFit box. From building your business plan to securing funding, find it all here.

It's not surprising that CrossFit has become so popular over the last few years. With more than 15,000 CrossFit gyms across 162 countries as of 2018, CrossFit is well and truly a global craze . From rope climbing and weight lifting to ball dodging and kettlebell swinging, CrossFit is a whole body workout in the truest sense of the word. Add to the fact that CrossFit classes offer a sense of community in the fitness world, people are driven to achieve their goals in an engaging atmosphere.

Whether you're a seasoned pro looking to become a CrossFit gym owner or you're relatively new to the personal training game but feel ready to become a CrossFit box owner, there are steps you should take before starting your business. To open your own CrossFit box, you will need specific training as well as licensing to become an affiliate of the CrossFit brand. In this article, we outline the steps you need to take to get your box up and running. Turn your new, small business into a thriving CrossFit that other fitness business owners will look up to.

Getting certified and affiliated with CrossFit: box owner first steps

If you want your box to bear the CrossFit name, you have to fulfil certain requirements. CrossFit is a brand, so you can't just call yourself a CrossFit box without getting the correct certification and paying for the franchise affiliation. To become a CrossFit box owner, you need to have at least the Level 1 trainer qualification. This isn't a difficult process. Members can sign up for a workshop costing $1,000/£720/€1,050 that only takes a weekend. Once you're certified and you've got your CrossFit open, you will need to pay an annual CrossFit affiliates fee of $3,000/£2700.00/€3182.30 with any additional taxes included.

With this annual fee, you'll have the right to use the CrossFit name for your business, as well as CrossFit will help to market your business by adding your box to their Affiliate Finder Map and Affiliate List making it easier for potential clients in your area to find you. You also get priority access to the annual CrossFit games, and you even receive prioritised support from their legal team should you need it.  

Choosing a name when you start a CrossFit box

When it comes to picking a name when you start a CrossFit box you cannot simply choose a name you like. CrossFit affiliates have to send their top three choices for a potential name to CrossFit for approval. The last thing that you and the owners of other CrossFit boxes want is for your businesses to be competing under similar names. While many boxes will use the CrossFit brand name along with their location, if you're one of several in your area, you'll need to diversify the name of your box. Motivating fitness-based language along with the CrossFit brand name is another popular way to go for naming a CrossFit box.

Keep reading for tips about creating a business plan and how to finance you're new CrossFit gym

Put together a fitness business plan

A well structured and coherent business plan is a useful tool for you as a business owner and serves several purposes. A clear plan helps you visualise what you need to do in order to succeed and what possible obstacles you face along the way, however, it's also vital for when you get to the financing stage of setting up your own CrossFit box. There are a variety of things that your business plan should cover:

• An overview of your CrossFit box — your vision for your business.
• A full market analysis — who are your main competitors? Where is there a gap in the market?
• Structure of the company — will you run it alone or with partners?
• Marketing and sales — setting out a clear marketing strategy to target potential clients in your local area.
• Financial plan — how will you fund your project? Will you look to investors or for a business loan?

Creating a good, clear business plan takes some time, but it's the best way to build a strategy to move your CrossFit business forward and to give you a structure of what to do in the day-to-day of starting a new business.

Secure funding for your CrossFit

Now that you have your business plan, you can start to think about funding your CrossFit. Your business plan will give potential investors or banks offering business loans a clear idea of how your business will operate and what gap in the market you intend to aim to fill. While the initial franchising fees are relatively low, you still have to factor in a number of extra costs.

• CrossFit accreditation — $1,000/£720/€1,050 for Level 1 course
• CrossFit affiliate fees — $3,000/£2700.00/€3182.30 per year
• Gym licensing in line with your local authorities requirements
• Gym equipment — $5,000 minimum
• Business and liability insurance
• Rent or deposit for a premises
• Hiring fitness instructors and other necessary staff

Realistically you're looking at anything between $20,000 to $50,000 for your start-up costs, although that figure could change either way depending on various factors, including your location and the insurance deal you manage to secure.

Location, location, location: pick the perfect spot for your CrossFit box

Finding the best location for your CrossFit box

The first thing you'll need to decide when looking for a space for your CrossFit is whether you will buy a place outright, or if you'll rent. Ultimately this depends on your finances as well as your own preference. Finding a space big enough for a CrossFit is also another sticking point. Typically housed in warehouses or similarly sized spaces to ensure enough space for your clients to take art in different classes and exercises.

The need for warehouse-sized space could mean that you find that you can't open your CrossFit in a central location. However, you can also exploit the fact that you won't be in a built-up area. You'll have more space inside for one, but you'll also be able to lead sessions outdoors, weather depending of course.

Building a CrossFit community

When it comes down to it, a big part of the attraction to CrossFit is the sense of community it brings. The nature of CrossFit workouts means like-minded people striving to achieve their goals together. As people sign up for your CrossFit box, you're building your own fitness community. To help your CrossFit grow into a community, your marketing strategy should include building a social media presence.

• Using Social media platforms such as Facebook and Instagram is a simple way to get your name out there.
• Creating a group on Facebook for your clients is a great way to share information with them about any offers you may have, as well as keeping them updated with upcoming classes and events.
• Regular posts on Instagram with pertinent hashtags will make potential clients aware of your CrossFit box. In order to make your hashtags work for you, there are a few simple tips you can follow to optimise your profile and posts. Using keywords such as #crossfit or #fitnessinstructor are obvious places to start. However, you want your posts will be competing with numerous other CrossFit trainers and box owners who will inevitably be using similar hashtags. Including hashtags that include your local area will target potential clients searching for CrossFit boxes, and branded hashtags help to build your fitness community around your brand and business.

Minimise your daily admin with the right management software

Running a CrossFit box is more than just leading workouts with clients. As with any business, day to day admin has to be addressed. From scheduling classes to managing memberships and payments, the whole process can be time-consuming and even overwhelming. As your client base grows, investing in gym management software will allow you to concentrate more of your time on the tasks of actually training your clients rather than dealing with piles of paperwork and accounting.

With a proven track record of working with CrossFit box owners , TeamUp simplifies those tasks that can often seem like a burden for gym owners. A simple to use and intuitive solution to daily admin tasks, TeamUp allows you to control your schedules, memberships, and payments in one place. You won't ever have to worry about chasing payments thanks to integrations with GoCardless, Stripe, PaySimple and other processors like PayPal and more. Our integration with Zapier gives our clients access to over 1500 apps designed to not only make your daily tasks simpler but to help your business grow.

Frequently Asked Questions

How much does it cost to start a crossfit gym.

The actual CrossFit affiliation fee is $3,000. However, when you factor in the costs of equipment, renovations (if you're converting an existing space), and other start-up costs, starting a CrossFit gym can range from $10,000 to $50,000.

Before opening your CrossFit box, you must earn the Level 1 trainer qualification, which costs $1,000/£720/€1,050. In addition to the training fee, certified CrossFit trainers must pay an annual affiliates fee of $3,000/£2700.00/€3182.30 + taxes.

In addition to the fees previously listed, you'll need to pay the following costs to start your own CrossFit gym.

• Gym licensing that follows your local authorities requirements
• At least $5,000 for gym equipment
• Business and liability insurance 
• (Rent or deposit) for a premises
• Hiring fitness instructors and other staff as needed

Start-up costs could be as low as $20,000 or go up to $50,000; it all depends on where you want to open your business and how great of an insurance deal you can get.

How profitable is a CrossFit gym?

The profitability of a CrossFit gym depends on several factors, including the location, size, and amenities of the facility and the experience and reputation of the coaching staff. However, a CrossFit gym can be profitable with the right business model.

How do I start my own CrossFit gym?

The first step in starting your CrossFit gym is to become a CrossFit affiliate. This involves paying a $3,000 fee and completing a CrossFit Level 1 Trainer Course. Once you're an affiliate, you can begin setting up your facility and recruiting members.

How successful are CrossFit gyms?

CrossFit gyms are typically very successful, offering a unique and effective fitness program that appeals to many people.

How much space do you need for a CrossFit gym?

The minimum amount of space required for a CrossFit gym is 3,000 square feet. However, the facility's size will also depend on the number of members and the type of equipment you plan to have.

Some of the best equipment you need to start a CrossFit gym include:

• Barbell sets, weights, and dumbbells
• Kettlebells
• Pull up bars
• Medicine balls for your CrossFit workouts 
• Jump ropes, climbing ropes, and speed ropes
• Rowing machines

How much is it to be a CrossFit affiliate?

The fee to become a CrossFit affiliate is $3,000. This includes the cost of the CrossFit Level 1 Trainer Course.

What are the best insurance available for CrossFit gym owners?

CrossFit gyms require different types of insurance depending on various factors such as the size and location of the facility, what kind of equipment is used, and how many members it has. Here are 10 of the best insurance for CrossFit gyms :

• General Liability.
• Professional Liability.
• Business Income and Extra Expense Coverage.
• Workers Compensation. 
• Occurrence Policy. 
• Equipment Breakdown Coverage. 
• Business Personal Property Coverage.
• Participant liability and Accidental Medical Coverage. 
• Premises Liability Coverage.
• Employee Dishonesty, Money, and Securities Coverage. 

In summary...

While it may seem like a daunting task to set up your own CrossFit box, it really comes down to planning and a realistic budget. The tools are all there for you to get you started. From the official CrossFit website with all the information you need in logical sections to the support of management software providers such as TeamUp, you'll have all the support you need to get your own CrossFit box up and running.

Read these articles for more information about setting up and financing a fitness business:

How do you launch a fitness business?

9 financing options to help grow your business

5 pricing mistakes that studio owners make and how to avoid them

Leverage the top Fitness Trends for 2024

Unlock potential revenue and grow your business from strength to strength with our 20+ expert-approved winning strategies!

Ready to scale your fitness business?

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What I really enjoy about working with TeamUp is there’s a face to everybody. It’s not a random email. There’s communication and follow up.

—Stella Hull-Lampkin, BASI Pilates USA

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May 9, 2017

Opening a crossfit gym write a business plan first.

Greg Glassman, Founder of CrossFit infamously said that, “Typically the world's best athletes are minimalists when it comes to their training. They work hard and fast with few exercises. They master the fundamentals and work with them for years.” Whether you are a CrossFit enthusiast or a lifelong athlete, opening a Box can be a lucrative business adventure with the right approach.

The Key Components Of A CrossFit Business Plan

Starting a business is a challenge, that while rewarding, can quickly become overwhelming if you aren't prepared from day one. To avoid becoming a statistic on failed gym attempts, you need to think before you leap, which means that you need to create a CrossFit business plan before you even think about opening your Box.

Step #1: Do You Have The Right Background?

Unless you are funding the entire business from cash reserves, chances are that you will need partners, investors, or a financial loan. With this in mind, you will need to prove that you are a sound investment, which means that you need to have a background that compliments opening and running a CrossFit gym . Ideally you should have certifications or training as a sports instructor or personal trainer. You should also be able to demonstrate knowledge of personnel management, customer service, and marketing. The latter skills will serve you well as you seek to attract and retain clientele.

Step #2: Do You Have A Defined Business Goal?

Creating a viable business plan is about more than simply saying "I want to open a CrossFit gym." It is about clearly establishing specific goals (financial and operational),, as well as how you will compete against other CrossFit Boxes. For example, if you are a former triathlete, then you might want to use your experience to target clientele who are interested in incorporating better running techniques or muscle groups into their workouts. Conversely, clients interested in using CrossFit to develop increased muscle endurance might want to go to a Box that is run by a former powerlifter. In short, knowing your specific goals and your desired clientele is a critical component of creating a business plan.

Step #3: Market Analysis

As part of your business plan you will need to analyze the market growth, share, and volume. This analysis will also examine your competitors, to better identify your competitive advantages. Finally, you will need to explore what location is best for your business. Remember that in order to choose the ideal location, you will need to have clearly established goals and a targeted clientele in mind. For example, if you want to target youth athletes, then you should be near the local colleges or high schools.

Step #4: Identify Selling Points

After completing your marketing analysis you should be able to identify your company's future selling points. These selling points will once again be used to attract investors or partners. Keep in mind that these unique advantages should be able to generate revenue that will combat the costs of maintaining the gym, future marketing expenses, staffing costs, legal advice, tax payments, and any other business fees that you will encounter. It should go without saying, but unless you can clearly identify your competitive advantages, you won't be able to convince investors that your CrossFit gym is a viable financial investment.

Step #5: How Will You Finance Your Gym?

The final component of your CrossFit business plan should explore the financial components of opening a Box. Will you be able to finance the business on your own? Do you need a partner? Are you interested in acquiring an investor? Do you want to take a loan out from the bank? Answering these questions will require you to make a financial plan for each month of the first year, as well as each quarter of the subsequent five years. Factors to consider include: staffing costs, rent, gym equipment, insurance, taxes, marketing costs, and the amount of cash that you need to have in reserve for emergencies or unexpected costs.

Step #6: Create and Document the Business Plan

While you have probably been taking notes as you complete the above five steps, in this final portion you will need to write everything down in a clear and easy to understand professional document. There are plenty of online tools that can help in the creation of your written business plan. No matter which guideline you choose to follow, keep in mind that you will need to cover the following components:

• Executive Summary
• Business Description
• Business Services
• Market Analysis
• Marketing Strategies and Sales
• Management Approach (including legal structure)
• Operations Strategy
• Funding Request (if applying for a loan)
• Appendix (with any profit projections or financial charts).

In short, the information that you gathered in steps one through five will be used as you write the actual business plan.

The Bottom Line

We live in an age that supports entrepreneurial adventures. By following the above six steps, you can easily create a CrossFit business plan that will help you to turn your entrepreneurial dream into a reality. When the time is right, turn to  Wodify's all-in-one software solution  to empower your business venture and transform it into a success.

You might also like…

How to Start a CrossFit Gym (Step-By-Step Guide)

Learn how to start a CrossFit gym in this detailed guide. From market research to grand opening preparation, we cover it all. Start your dream business and open a CrossFit box gym today!

Are you passionate about high-intensity functional fitness and ready to share your love for CrossFit with others? Starting a CrossFit gym is an exciting and rewarding endeavor, and Exercise.com is here to support you every step of the way. With our industry-leading gym management software, you’ll have the tools you need to learn how to start a gym , build a thriving CrossFit community, and provide an exceptional fitness experience. Then be sure to check out the CrossFit gym business plan template to start planning for how to start a CrossFit gym and how to market a CrossFit gym .

Starting a CrossFit gym involves more than just finding a location and purchasing equipment. Exercise.com offers a comprehensive gym management software solution specifically designed for CrossFit gyms and fitness businesses of all kinds. From class scheduling and member management to WOD tracking and performance analysis, our top tier best CrossFit gym management software streamlines your operations and enhances the member experience.

Learn how to start a fitness business – our software is designed to empower entrepreneurs like you to make your mark in the fitness industry. As the leading provider of the best gym management software , we offer the tools and resources you need to launch and grow your CrossFit gym with confidence.

Get a demo today!

Launch Your Own CrossFit Gym: A Step-by-Step Guide

CrossFit has taken the fitness world by storm, attracting millions of people from all walks of life. It is a high-intensity fitness program that incorporates functional movements like weightlifting, gymnastics, and cardio exercises. CrossFit is known for its intense and challenging workouts that are designed to push individuals beyond their limits.

Explanation of CrossFit and its popularity

CrossFit has become increasingly popular because it offers an alternative to traditional gym workouts. Its focus on community and functional movements make it an attractive option for those looking for a more intense workout regime.

The sense of community in CrossFit gyms creates an atmosphere where members can motivate and challenge each other during workouts. At its core, CrossFit emphasizes constant variation in workouts to challenge athletes both physically and mentally.

Even experienced gym-goers are often surprised at how challenging a Crossfit workout can be. This program’s unique blend of cardio, weightlifting, and gymnastics translates into real-world strength and agility gains, making it ideal for anyone seeking overall fitness improvement.

Benefits of starting a CrossFit gym

Starting your own CrossFit gym comes with many benefits aside from the potential financial gains; such a business offers entrepreneurs the chance to positively impact people’s lives through physical training while offering them a supportive community environment to thrive in. Furthermore, owning your own business gives you autonomy over your work-life balance which allows you greater freedom when designing your schedule; additionally, this will enable you to have more control over what products or services you offer as well as who you hire as part of your team.

Opening up a CrossFit gym can pay off financially given how popular the brand is currently. While there are still risks associated with any new venture – especially in this highly competitive market – successful owners have been able to earn substantial profits after conquering initial operational challenges.

Overview of the steps involved in starting a CrossFit gym

Starting a CrossFit gym involves several key steps that must be followed to ensure a successful business launch. These include identifying your target market, conducting market research, finding the right location, securing financing and equipment, developing a business plan , creating a gym budget and marketing strategy as well as hiring staff. Each of these areas can pose significant challenges for entrepreneurs starting their own CrossFit gym.

Therefore it is crucial to perform adequate research beforehand to avoid costly gym business owner mistakes . This article will provide an in-depth overview of each step along with tips and best practices for success.

Read More: Best CrossFit Gym Management Software

Step #1: Conduct Market Research and Planning

Starting a CrossFit gym involves thorough research and planning to help you define the gym’s business model , target audience, location, equipment, staffing needs, and other essential factors that make up a successful fitness facility. In this section, we will discuss the key aspects of market research to identify your potential clients, location scouting and gym lease negotiation process to choose the best spot for your gym, equipment selection strategies to provide the best training experience for your clients, as well as staffing needs analysis and hiring practices.

Market Research to Identify Potential Customers

To start any business successfully requires understanding who your customers are. The CrossFit demographic is relatively diverse ranging from teenagers to seniors. In the case of a CrossFit gym startup; conducting market research is essential in helping you identify potential customers in your area that match what you have on offer.

You can start by conducting surveys or interviews with residents in areas close to where you plan on locating your gym. Analyze fitness trends in these locations by scrutinizing local social media groups and fitness forums that cater to such needs could also provide valuable insights into what people are looking for regarding fitness options offered.

Determining customer needs aids in narrowing down specific areas of interest such as targeting particular age groups or specializing in specific types of workouts. Knowing what kind of services people want helps ensure that you provide exactly what they need better than those around you; thus making it easier for new members drawn by word-of-mouth advertising which is vital for a startup.

Location Scouting and Lease Negotiation

The location of a CrossFit gym plays an essential role in attracting clients because it influences accessibility convenience. Ideally located facilities should be easily accessible using public transport or driving distance away from residential areas with help from data collected during market research. Local government zoning regulations and available spaces within your budget are determinants to consider when negotiating a lease for the gym.

When scouting areas, take note of the competition because it might affect your chances of success. It is crucial to select areas with low or no competition or find ways to differentiate your gym from others in the vicinity.

For instance, you could offer a unique training approach such as specialized equipment, personal training packages that cater to fitness enthusiast needs. Once you have found the perfect location for your CrossFit gym, prepare yourself for lease negotiations.

You must understand specific terms such as rent prices, security deposits, utility costs and other expenses. A great way to cut down on costs is by looking for partnerships with landlords open towards sharing responsibilities such as maintenance and cleaning services in exchange for discounted rent.

Equipment Selection and Purchase

The type of CrossFit gym equipment you purchase plays a significant role in attracting potential clients because it directly affects workout experience quality. CrossFit gyms require a range of weightlifting equipment like barbells, plates, dumbbells kettlebells ropes and much more which can be obtained from various suppliers both locally and abroad depending on what you want. To make wise decisions about what type of equipment to buy consider factors such as function durability size brand reputation pricing among others.

Purchase quality equipment that caters well to different types of workouts offered at your new gym; this will ensure durability while also guaranteeing excellent value for money spent over time. Research popular brands beforehand so that you can make informed decisions about what kind of gear suits your target audience’s needs best before selection based on price alone.

Staffing Needs Analysis and Hiring Practices

The success of any startup venture depends significantly on hiring the right people with appropriate skills necessary for their respective roles. When starting a CrossFit gym, it is essential to hire experts with a passion for fitness and can provide excellent customer service to help build your brand and reputation in the community.

Consider hiring certified personal trainers, coaches, and other professionals such as nutritionists who are experienced enough to offer quality services. Conducting interviews or phone screenings is also vital to determine whether or not each candidate aligns with your company culture while also ensuring they meet required qualifications such as certifications in their respective areas of expertise.

It is important to note that finding the right staff may take time; therefore, it’s imperative you start the hiring process early on. You should also consider including an employee training program that will enhance their skills by familiarizing them with policies, procedures, and other aspects of running a CrossFit gym successfully.

• Gym Target Market
• How to Hire A+ Gym Staff

Step #2: Button Up Legal Considerations

Starting a CrossFit gym requires legal considerations to ensure that the business is structured correctly and complies with local regulations. It is crucial to decide on the type of business structure before starting operations. The most common business structures include sole proprietorship, partnership, limited liability company (LLC), or corporation.

A Limited Liability Company (LLC) is often the most suitable structure for a CrossFit gym because it offers personal asset protection for owners, meaning that their personal assets are separate from those of the business. This protection can be beneficial in case of any unforeseen liabilities or lawsuits.

Permits and licenses required by local government

To start a CrossFit gym legally, you need to obtain permits and licenses required by your local government. These requirements vary depending on location; however, most cities require specific permits and licenses for commercial gyms. Some of these may include building permits, health department permits, fire department permits, zoning permit, among others.

You will also need to comply with safety regulations set by Occupational Safety and Health Administration (OSHA). OSHA regulations cover areas such as emergency exits, first aid equipment availability, electrical safety guidelines compliance among others.

Insurance coverage for the gym, staff and clients

It is essential to have gym insurance coverage in place for your CrossFit gym before opening its doors. Insurance policies protect against unexpected accidents or injuries that may occur during classes.

You will need general liability insurance coverage that will protect your business from third-party claims due to bodily injury or property damage. You will also require workers’ compensation insurance that covers staff medical bills in case they are injured while working at the gym. Be sure to also research the best personal trainer insurance coverage .

Additionally , it’s important to consider purchasing professional liability insurance commonly referred as “errors & omissions” insurance , which covers the gym in case a member sues for injury or negligence claims It is crucial to ensure that your CrossFit gym complies with legal requirements.

Failure to comply may result in hefty fines or even complete closure of the business. Some of these legal considerations include selecting the appropriate business structure, obtaining required permits and licenses from local governments, and acquiring insurance policies needed to protect the gym, staff and clients.

Step #3: Start the Financial Planning Process

Starting a CrossFit gym requires a significant investment, both in terms of time and finances. To ensure your business is profitable in the long run, it’s essential to create a solid financial plan that covers all your expenses and revenue sources. The following sections will guide you through the process of financial planning for your CrossFit gym.

Cost analysis of equipment, rent, staffing, utilities etc.

The first step in creating a financial plan for your CrossFit gym is to determine all the costs involved in operating the business. This includes expenses such as equipment, rent or mortgage payments, utilities like electricity and water bills, marketing costs, payroll for employees or contractors if applicable. You must also consider additional expenses related to software licenses required to manage client data and scheduling classes efficiently.

When analyzing equipment costs for a CrossFit gym start-up, factor in high-quality gear that can withstand heavy use over an extended period by athletes of different skill levels. Keep in mind that while it might be tempting to purchase cheap gear initially with the hope of upgrading later on when profits increase; this could cost more money than anticipated due to repairs or replacement costs arising from breakages that could have been prevented by investing more initially.

Developing a business plan with financial projections

A business plan serves as a blueprint for how your CrossFit gym will operate over time and should include detailed information on management structure and projected revenues/expenses over several months or years. It’s crucial to research industry trends/competition before writing your business plan so you can set realistic goals with achievable milestones.

Your financial projections should take into account factors such as location (city/town), size (square footage), type of equipment used (new/used), clientele demographic targeted (male/female ratio) competition level within the market. Considerations like these will help you set realistic expectations and make informed decisions about pricing, marketing strategy, and staffing needs.

Your financial plan should also include contingency planning for unforeseen events that could impact your gym’s profitability, such as natural disasters or pandemics that could cause a temporary closure of your facility. By creating a plan for unexpected scenarios, you can ensure that your gym remains financially viable even during challenging times.

Developing a sound financial plan is crucial to the success of a CrossFit gym start-up. To create an effective financial plan, you must analyze all the costs involved in running your business and develop detailed projections for future revenues/expenses over time. With proper planning and execution of these strategies, you can build a thriving CrossFit gym that serves both athletes and fitness enthusiasts in your community.

Step #4: Build a Marketing Strategy

Developing a brand identity for your gym.

Your brand is your gym’s identity. It is what sets you apart from other gyms and it communicates your values and vision to potential clients. Developing a strong brand identity is a big part of learning how to market a CrossFit gym and includes selecting a name that speaks to the nature of your gym, designing a logo that represents your brand, and creating an overall aesthetic for your gym.

Your branding should be consistent throughout all of your marketing materials, online presence, and the physical space of your gym. When developing a brand identity for your CrossFit gym, it’s important to consider who you want to attract as clients.

Your ideal client profile should guide the design choices you make in developing a visual identity. For example, if you want to target high-performance athletes or military personnel, then you might choose an edgier visual style with bolder colors and sharp angles.

Social media presence creation (Facebook page)

Social media is an essential component of any marketing strategy in today’s digital age. Facebook continues to be one of the most popular social media platforms with over 2 billion active users worldwide. Creating a Facebook business page for your CrossFit gym can help you connect with potential clients, build brand awareness, promote events or specials at the gym as well as drive traffic to your website.

When creating a Facebook business page for your CrossFit gym ensure that it has all the necessary information including location details, hours of operation and contact information such as phone number and email address displayed prominently on the page. To engage more people on social media keep posting regularly on Facebook with useful tips on fitness routines or share photos/videos from classes to give followers an idea about what fitness sessions look like at the facility. Learn more about social media marketing for gyms and how to market a gym on Facebook .

Organizing free classes or events to attract potential clients

One way to attract more potential clients is by organizing free classes or events at your gym. This allows people in your community to experience what it’s like to work out at your facility without any financial commitment. Offering free classes is a great way to introduce people to CrossFit, generate interest in the brand, and encourage new clients to sign up.

Organizing an event could include anything from a charity workout challenge, fitness fair or even hosting an open house where potential customers can check out the gym facilities up close. With this approach, you can offer discounted memberships for those who attend these events.

By offering free classes or hosting events you increase the likelihood of generating word-of-mouth advertising which is critical for new businesses like yours. Word-of-mouth marketing is still one of the most powerful tools available because people trust recommendations from friends and family above almost any other form of advertising. Use the best gym software with referral management to automate this process.

Step #5: Prep for Your Grand Opening

Once you have completed the previous steps, it’s time to plan a grand opening for your CrossFit gym. A grand opening event is an opportunity to showcase your gym, introduce yourself to the community and attract potential clients. It can also create buzz for your business and help generate positive publicity.

Creating an opening day event plan

The first step is to create a comprehensive plan for the grand opening event. Decide on the date, time, and location of the event.

Consider creating a Facebook page or an Eventbrite invite to promote your grand opening and keep track of RSVPs. Plan out marketing materials like gym flyers, posters and brochures that can be distributed in local shops or gyms .

The actual day should include interactive activities such as free classes or demonstrations on how to use equipment. Offer refreshments like water bottles with gym logo stickers as well as protein bars to give potential members a taste of what they might expect from membership at your gym.

Inviting local media outlets to cover the event

If you want maximum exposure for your CrossFit gym’s grand opening, invite local media outlets such as newspapers, radio stations or TV stations to cover the event. Write up a press release that outlines what makes your gym unique and why this is an important moment for you. It’s important that you follow up with journalists after sending out invitations by phone or email so they can confirm their attendance at least 24 hours prior to the start of the event.

Offering discounts or promotions to new members on opening day

A great way of encouraging people attending during the grand opening day is by offering special deals on memberships. You may offer 10% off on membership fees during registration on that special day only if they sign up within a certain period (say two weeks). Another option could be to offer a free CrossFit t-shirt or towel for anyone who signs up for a membership during the grand opening event.

These promotions can be advertised through social media and other marketing materials. A grand opening is an exciting way to launch your CrossFit gym to the public and generate buzz around your business.

Take advantage of the opportunity by planning out every detail such as activities, marketing materials, media outreach and promotions. With good preparation and execution, you’ll be able to create a memorable experience that generates positive word-of-mouth and attracts potential members!

• What is CrossFit gym affiliation?
• What equipment is needed to start a CrossFit gym?
• How to Market a CrossFit Gym
• How to Choose a CrossFit Gym Payment Processor
• Best Apps for CrossFit Box Owners
• Best CrossFit Gym Management Software

Is owning a CrossFit gym profitable?

Owning a CrossFit gym can be profitable, but profitability depends on several factors, such as the number of members, monthly membership fees, overhead costs, and the specific business model. Successful CrossFit gyms that have a strong member base and effectively manage their operating costs can certainly achieve profitability.

How do you make a CrossFit gym?

To create a CrossFit gym, you need to first become a CrossFit Level 1 Trainer, which allows you to use the CrossFit name for your gym. Next, create a business plan outlining your business strategy, costs, and revenue projections. Then, find a suitable location, purchase necessary equipment, and ensure you have appropriate insurance. Lastly, market your gym to attract members and start operations.

How big should a CrossFit gym be?

The size of a CrossFit gym can vary based on the number of members and the types of workouts offered. However, a minimum of 3,000 square feet is often recommended to accommodate group classes, a variety of equipment, and to allow space for members to move freely and safely.

How much does the average CrossFit owner make?

The income of a CrossFit gym owner can vary widely based on the gym’s location, number of members, and the owner’s business strategy. On average, a CrossFit gym owner might make between $30,000 and $120,000 annually.

What is the success rate of CrossFit gyms?

There isn’t specific data on the success rate of CrossFit gyms. However, the success of a CrossFit gym can depend on various factors including location, quality of coaching, community-building efforts, and business management skills. A well-run CrossFit gym in a good location with a strong community can be quite successful.

Can you make a living as a CrossFit coach?

Yes, you can make a living as a CrossFit coach. The exact income can vary depending on factors such as the location and success of the gym, the number of classes coached, the coach’s level of experience and certification, and whether the coach has other income sources like private training sessions or competition prizes.

Get Ready to Open Your CrossFit Gym

Starting a CrossFit gym can be a lucrative and rewarding venture but requires careful planning, research, and financial investment. We began by discussing what CrossFit is, its popularity, and the benefits of starting your own gym.

We then covered the essential steps involved in starting a CrossFit gym, including market research, location scouting, legal considerations, financial planning, and marketing strategy. We discussed how to prepare for your grand opening and offered some tips on how to attract new members.

Encouragement to Take Action on Starting Your Own CrossFit Gym

Now that you have a better understanding of what it takes to start your own CrossFit gym, it’s time to take action! Owning a business is hard work but can also be extremely rewarding.

By following the steps outlined in this article and putting in the necessary effort and dedication required for success, you could be on your way to owning a thriving business that helps people reach their fitness goals. Remember that starting any business involves risks and uncertainties; however, with proper planning and preparation you can mitigate those risks.

Carve out time each day or week to work on developing your business plan or completing one of the many tasks involved in starting your own gym. With persistence and determination – coupled with an unwavering passion for fitness – you can turn your dream into reality.

An Optimistic Spin

Starting a CrossFit gym may seem daunting at first glance; however with careful planning and preparation it’s possible to turn your passion for fitness into an exciting new career path. Whether you’re motivated by financial success or driven by wanting to help others achieve their fitness goals – there’s no better time than now to start planning for your future as a CrossFit gym owner.

With more people than ever looking for ways to improve their physical and mental health, the demand for quality gyms is at an all-time high. By offering a unique and challenging workout experience that caters to the needs of your members, you can stand out in a crowded market.

So why wait? Take the first step today towards building a successful CrossFit gym – your future self will thank you!

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How to Start a CrossFit Box

Gymdesk Library /

Steve Theunissen

Opening and successfully running your own CrossFit Box doesn’t have to be a pipe dream. If you’ve got the desire, the capital and the willingness to put in the hard graft, there is nothing stopping you from turning your CrossFit dream into reality. In this article, I will draw on the experiences of people who have done it and are now operating extremely successful Boxes to present a step by step guide to starting a CrossFit gym.

Here’s what we’ll cover:

• Should you do it?
• Initial planning
• How to become a CrossFit affiliate
• Create a business plan
• Immerse yourself in the business of CrossFit
• Register your business
• Find your location
• Obtain financing
• Acquire your equipment
• Find your staff
• Develop your marketing plan
• Capitalize on referrals
• Should You Do It?

Before you start pouring some serious money, time and effort into opening your own CrossFit gym, you need to do some serious self analysis. The reason I’m putting this section at the beginning of this guide is that I have come across a number of people who have gone into the gym business for the wrong reasons. 

Do you want to open your own CrossFit Box because you love Crossfit? Of course, the answer should be yes, but that shouldn’t be your only reason and you should realize certain things about your own ability to train when you start your own gym. During the first six months of opening my gym, I went from being in peak physical condition to the worst condition I’d been in for many years. That’s because I was putting so much time and effort into making the gym a success that my own training went on the back burner.

To be a successful CrossFit gym owner, you need to be willing to put your clients first and your own training needs last. Even though you will be immersed in the Crossfit atmosphere that you love, you will be doing so as a business person first. That means dealing with the stress of monthly rent, insurances, regulations, employees and occasionally disgruntled clients. So, make sure you are going into this clear eyed about what you are taking on.

Initial Planning

Your journey to opening and operating a successful Crossfit Box starts with an idea in your head. To begin transforming that idea into concrete reality, you should begin committing your thoughts to paper. Start at the endpoint, which is to open your own Crossfit gym. Now reverse engineer  the key requirements to achieving it.

Obviously, to open your gym you need a building. For that, you need money. That will probably require a loan. So do you have a good enough credit rating to get one? In order to train CrossFit clients, you need to be certified. That’s because you are operating a gym under the CrossFit umbrella and so need to meet certain requirements as set out by CrossFit LLC. 

How to Become a CrossFit Affiliate

CrossFit Boxes operate under an affiliate model. This is different from a franchise. You pay CrossFit $3000 per year to use the CrossFit name, as well as a thousand dollars to become certified, and then have free reign to operate your box the way you want. Unlike the franchise arrangement, CrossFit does not impose quality control measures upon affiliates. 

CrossFit Affiliation entitles you to:

• Legal use of the CrossFit name, logo, and promotional materials.
• Legal use of the CrossFit Kids name.
• Promotion from CrossFit.com.
• Support from CrossFit, LLC on specific and general issues.

So how do you become a CrossFit affiliate?

The official CrossFit LLC website lays out the following steps:

• CrossFit LLC requires all affiliate applicants to have successfully completed their Level One training certification program as a minimum before submitting an application. The Level One program is a weekend course that is conducted in various locations around the world (these can be found on the Crossfit website ). The cost is $1000.
• Fill out a general affiliate application form. This includes writing an essay discussing why you want to be a CrossFit affiliate, your background and what you want to achieve with the business. You don’t have to compose a 5,000 word tome here. The key is to write from the heart and let your passion spill onto the page.

In your application you will have to identify the location of your proposed CrossFit box. Obviously, you don’t want to sign any leases until your affiliate application has been accepted, but you should have scouted out a building that meets your budget and that is available.

• On your application you will need to provide three options for the name of your gym. Each name must contain the word ‘CrossFit’. CrossFit LLC requires that all CrossFit affiliates use only their licensed name and no other variation that includes the word CrossFit. Additionally, the “F” in CrossFit is always capitalized.
• Applicants will need to provide proof of insurance to CrossFit. Any insurance provider may be used but CrossFit recommends making use of the Crossfit Risk Retention Group .

CrossFit require that all affiliate applicants have the following amount of insurance cover:

• Comprehensive general liability of $1,000,000 per occurrence/$2,000,000 aggregate.
• Professional liability coverage of $1,000,000.00.
• An affiliate fee of $3000 is payable annually.

Create a Business Plan

It is essential that you write a business plan before you leap into any business. This is certainly the case with a CrossFit Box. The business plan will ensure that you are clear eyed about what you are getting yourself into. While your plan is necessary to share with other interested parties, it is also a valuable document for yourself. In it you will create your business and marketing strategy, your goals for the business and the details of how you plan to achieve them.

A strong business plan will also put you at an added advantage when it comes to attracting investors to the business. 

There are a number of ways to lay out a business plan. I’ve done an informal survey among a dozen or so CrossFit that affiliates, and the following sections are common to most of them:

• A business summary
• An overview of the gym services
• Market analysis
• Marketing plan
• Sales forecast
• Competitive analysis
• Premises and location detail
• Financial plan

The business summary provides a description of your proposed business. It should be brief and to the point. Imagine that you are making an elevator pitch to a potential investor.

Be sure to include the following points:

• The target market
• Your unique selling proposition (USP)

In the overview of your gym services, include the ways you are going to extend your revenue with additional services beyond your CrossFit classes. These may include branded merchandise, supplements and sponsored events.

The market analysis section should be as thorough as possible. It needs to include an analysis of your competition that includes the classes and additional services they offer, prices charged and how busy they are.

You should also include a paragraph or two about the broader CrossFit market. What’s been happening with CrossFit but since the pandemic lockdowns and what are the future forecasts? 

The more awareness of these factors you can demonstrate, the more impressive your plan will be.

In your marketing plan, provide an overview of how you will market your business to your local community. This is your opportunity to go into more detail about how you will differentiate your CrossFit from the competition. Identify your niche target market and explain your unique selling proposition. 

You should also lay out your specific marketing plan for the first six months, including how you will make use of social media and off-line promotion, and what sort of introductory offer and buzz you will build around your opening.

Next, you should develop a sales forecast, projecting your revenues and expenses over a five year period. 

Competitive analysis should answer the following questions about your competition:

• What is their target market and USP?
• What’s the atmosphere like – friendly and relaxed or competitive in all business?
• What’s the state of their equipment, bathrooms and service areas?
• Currently priced themselves in the market?

In discussing the premises and location of your proposed gym, go into detail about the factors that lead you to the decision to choose that spot. This should include the floorspace, layout, possible inclusion of bathrooms and showers, ease of parking and proximity to public transport.

Included an analysis of the demographics of the community that encompasses a 3 mile radius of your location. Prove to whoever is reading your business plan that the community can afford what you plan to offer.

The final part of your business plan should detail your start-upand ongoing costs and the way you plan to meet those costs. Break down your client membership plans, your targeted client signups,  and the expected revenue from additional services.

Immerse Yourself in the Business of CrossFit

Your desire to open a CrossFit Box indicates that you are a strong Crossfit devotee. Now, though,  you need to start thinking like a CrossFit businessperson. 

Pay careful attention to how the Box that you are attending operates. What is it doing well and what could it improve upon? How does it build engagement, and a sense of community among its clients? What digital and offline marketing efforts does it use and how successful are they? What are the busy, and quiet, parts of the day and what, if anything, is being done to attract more clients during these quiet times? 

Seek out a successful affiliate that you can use as a mentor. Study how they operate and use them as a sounding board. Immerse yourself in the Crossfit affiliate community, joining online groups and soaking in as much information as you can.

Register Your Business

Having gained your Level One CrossFit Certification and been accepted by CrossFit LLC as an affiliate, you will now need to register your business with your local government authority. This will provide you with an employer identification number (EIN). In the United States, you can register to obtain an EIN through the IRS website . 

Find Your Location

You’re now ready to start looking for your gym location. My recommendation, based on my own experience, is, rather than looking for an ideal spot, a new building, and fantastic parking availability, search out a location that is a little off the beaten track, that needs a bit of work and that doesn’t have as much sparkle. By going into it with this mindset you are probably going to secure a much lower monthly rental for a location that essentially has the same customer pull area as a more expensive location.  

Here are five key questions you need to answer when checking out a potential location for your Box:

• Does the location satisfy your target market?
• Does the street have heavy traffic?
• Is the site visible from the street?
• Is the location convenient?
• Is there enough room for parking?

CrossFit Boxes are often located in warehouse type buildings. These are pretty ideal because they are spacious, open plan and often have plenty of parking spaces around them. They are also usually pretty soundproof. 

Know how much space you will need to support your ideal client numbers. Plan on 10 square feet of space for every client. Include administration space, locker rooms and a relaxation area. 

Buildings with high ceilings are an advantage. They will make the space appear bigger, promote better air circulation, and somehow promote a better workout atmosphere than low ceilings. A building that lets natural light in is another plus. 

Before you sign anything, make sure that you know what the governmental regulations and codes are in relation to the building. It will obviously be graded for commercial use, but does it have an occupancy limit or a noise caveat. If you need to make structural changes to the building, check that the regulations enable you to do so.

For more pointers on finding the ideal location, including negotiating your lease, check out our in-depth guide on how to find the best location for your gym .

Obtain Financing

You may be in the fortunate position of being able to self finance your CrossFit Box. While the costs to open a Box and not as high as a general fitness gym, they are still substantial, though it is likely that you will need some outside financing. 

Here is an overview of what it costs to open an average CrossFit Box in 2022:

• Level One certification – $1000
• Annual affiliate fee – $3000
• Logo design & graphics – $1000
• Domain name registration – $250
• Location rental – $2000 per month
• Flooring, lighting, mirrors – $10,000
• Equipment – $20,000
• Insurance – $1500
• Wages ( for 3 trainers) – $15000 per month
• Initial marketing campaign – $3000

That all totals to a little under $60,000. However, you need to add in a buffer for those inevitable unexpected expenses. I also recommend having an extra 3 months rent set aside when you open your doors. Taking these factors into account, I recommend a start-up budget of around $80,000. 

Here are five of the most common ways that CrossFit box owners have secured their financing:

• Unsecured business line of credit
• Commercial bank loan
• Government backed loan
• Cashing out retirement savings
• Crowdfunding

Acquire Your Equipment

At this stage, you have secured your CrossFit affiliation from Crossfit LLC, written your business plan, secured your financing, arranged your building lease and gotten your business licenses and insurance. You are now in a position to start building your Box.

Start from the ground up. You will need a floor that can handle the impact of dropped bumper plates and collapsing bodies. Rubber flooring is best. It should be at least 8mm (1/3 inch) thick. Rubber gym flooring is relatively cost effective and easy to install. 

Now you’re ready to start filling up your gym space with equipment. In deciding what brand of gear to go with, survey 7-10 CrossFit coaches for their preferences. The most high profile brands aren’t necessarily the best, but they are likely to be the most expensive. So, ask coaches for the recommendations for off-peak priced gear that still provides premium performance. 

Here’s the bare minimum you’ll need to get your Box equipped to open:

• Half a dozen olympic bars for men
• Half a dozen olympic bars for women
• Three olympic bard for kids
• Two sets of kettlebells ranging from 15 to 45 pounds
• Two sets of dumbbells ranging from 15 to 45 pounds
• Three power racks
• Bumper plates
• Four pull up bars
• Two sets of gymnastics rings
• Half a dozen medicine balls ranging from 20 to 45 pounds
• Half a dozen jump ropes and speed ropes
• Two sets of climbing ropes
• Two Concept2 RowErgs
• Half a dozen plyometric boxes at various heights

A budget of $20,000 should be sufficient to purchase all of this gear.

Find Your Staff

The success or failure of your Crossfit Box will depend on the atmosphere you create and the sense of camaraderie, community and caring that is engendered in your clientele. And that depends largely on the people you employ as coaches. 

When interviewing for the position of coach, look for a balance between CrossFit skill, knowledge and ability to teach with warmth, openness and approachableness. CrossFit skill can be taught, but natural friendliness and the ability to make other people feel relaxed and valued cannot. 

Look for people who display a professional outlook, are disciplined and reliable. They also need to be teachable and the sort of people that you can get along with and enjoy spending time alongside. 

In terms of certification, all coaches should have completed the Level I Certificate from CrossFit LLC as a bare minimum. The more qualifications they can show you, the better.

Here are some specific things to look for and tease out during the view process:

• Are they able to clearly teach basic movements to a beginner and in a clear, understandable way?
• Are they able to motivate a large group?
• Can they effectively lead by us with mixed ability levels?
• How do they give individual attention to beginners without losing a whole class’s attention?

Develop your Marketing Plan

Now that you have all the other pieces in place, you can set your focus to developing a marketing plan to fill your CrossFit Box with high-value members. The first step is to develop your pricing strategy. There are a number of approaches you can take here, but my recommendation is to situate yourself from the outset as a premium service provider with fees that are above the average price. 

The average monthly membership fee in the United States is $186. Consider setting your fee at around $220 and you will be able to meet your costs with fewer members. So long as you are marketing a premium service and then following through on that promise, you will be able to attract plenty of members.

Remember that a CrossFit Box does not require anywhere near the number of members as a general fitness gym to be sustainable. Whereas most gyms need to maintain a membership in the thousand plus range, you will be doing very nicely by maintaining a client number around 150. 

Within the 3 mile radius of your Box will probably love in excess of 30,000 people. Your mission is to attract 0.5% of those people. A smart, targeted marketing plan will get you there.

Too many general fitness gyms and CrossFit boxes are so eager to build a membership base, that they offer budget memberships to get maximum signups, most of which fall over within a couple of months. Your goal should be to attract high-value members who will stay for the duration.

In order to acquire those high-quality members, your marketing cost per lead will be more than if you followed a shotgun approach. But, having acquired those high-value members, your ongoing attrition rate will be very low, so that your future marketing costs will be significantly reduced.

I recommend a three-step marketing plan:

• An extremely attractive low barrier entry offer targeted to high-value members designed to quickly build a membership base.
• A targeted pricing plan that makes long-term membership the best option.
• Ongoing community building.

The first step is the creation of an attractive offer to pull in new clients. In your market research of the competition, you no doubt found that many gyms offer a free trial session. That’s okay, but you can do much better.

Rather than one free session, offer a package of three complimentary workouts. The difference between one and three is monumental. A single free session is like an appetizer that is quickly devoured. A series of three workouts, however, is a meal to be fully experienced. Three workouts also build the foundation for a pattern and allows the prospective member to get a more immersive flavor of the atmosphere and community spirit of the gym.

Make a proviso that the three sessions need to be taken within 14 days as this will enhance the habitual aspect of working out. Once you get people in, it is up to you and your team to provide them with the premium level of service, attention and results that will hook them in long-term.

The way that you will promote your three package complimentary deal is with an online landing page. Make it simple, with a background image of people working out, the name of your gym, the words …

3 Classes Free

Opening Special

Then have a clickable tab to download the free pass.

Under the tab mentioned three things that make your prospect better than the competition. Examples could be ‘Expert Coaching’, Elite Training’ and “Beginner Friendly Atmosphere’. Provide an image to match each of these aspects.

Finish with another tab to download the free pass.

To get their free pass, people will have to will provide their email address. These email addresses will then automatically feed into your email marketing system. This will send them a series of messages reminding them to redeem their free pass. Each message should contain actionable content designed to educate the reader and get motivated to come into your gym. Here’s a five email sequence that has proven successful:

• Email #1: Congratulate them on their decision and then encourage them to make the first visit even better by bringing along a friend – they will also be able to take advantage of the three-deal offer.
• Email #2: What makes CrossFit a great fitness choice?
• Email #3: Five things you should know about [name of your Box].
• Email #4: Meet our coaches.
• Email #5: What sets us apart from other CrossFit gyms?

When a person comes in to redeem their free training voucher, have them put their name and email address on a check in form. Enter these into your automated system so that their email address comes out of your ‘nurture’ list and into a ‘join’ list. 

From this point on, the prospective member will begin receiving a series of emails designed to lure them in so that they become members. I recommend a four email sequence as follows:

• Email #1: What a membership at [Box name] gives you.
• Email #2: How our value compares to the competition.
• Email #3: What our members say.
• Email #4: Why a long term membership makes better sense all round.

At the end of each of these emails there will be a link to the signup page on your website. On that page you should offer three levels of membership:

• Six monthly

Prominently display the per month cost for each option, with each longer commitment reducing the price by around $20. So, if the monthly fee is $220, the average monthly rate when you pay six months in advance will be $200, and $180 if you pay a full year in advance. Offer extra incentives for the six monthly and annual payments such as discounts on gear, nutritional planning, and regular one-on-one sessions. 

With your landing page, website, and automated email systems in place, you are now ready to begin promoting your service. You should make use of the following social media avenues:

• Instagram 
• Facebook Ads
• Google Adwords

In addition, I strongly recommend a direct mail campaign where you make sure that a flier goes into every mailbox within a mile radius of your gym’s location. I can tell you firsthand that, despite the popularity of online marketing, direct mail campaigns still work. Simply have a hardcopy representation of your free three pass offer landing page. Provide the link to your website along with a cut off date for the offer. 

The great thing about social media is that you can laser focus your marketing on a specific market segment. To do this effectively, you need to know exactly what your target market is. More than likely the people you are wanting to attract will fit into some of these categories:

• Fitness enthusiasts
• Aged between 18 and 50
• Household income in excess of $80,000
• Former athlete
• Live within the gym’s ZIP Code

Use this information to target specific groups on Google AdWords and Facebook Ads. Post pictures of workout action on Instagram, along with links to your landing page. 

Capitalize on Referrals

The marketing campaign outlined above is a proven method to start building a client base. For every person who signs up, make it your goal to get five referrals. After a person joins, they will go onto a third automated email list. This will send out regular emails packed with usable information, tips and advice. But the first two will be specifically about referrals. 

The first email should provide an incentive for referring a friend. I suggest you provide the member with a month free if their referred person becomes a client. The next email will be entitled ‘How referrals create a community environment’. 

In this article we’ve stepped through from the initial idea stage to a thriving CrossFit Box. Here’s a recap of the 12 steps we’ve considered:

A month after opening your doors, the marketing strategy we’ve outlined should give you around 30 high value long-term members. The majority of them will be paid up for six or 12 month memberships. The revenue generated from these clients will set you up to go from strength to strength as you build a flourishing business.

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Learn how to make your gym or martial arts school a profitable business.

How to Start a Profitable Crossfit Business [11 Steps]

By Nick Cotter Updated Feb 05, 2024

Business Steps:

1. perform market analysis., 2. draft a crossfit business plan., 3. develop a crossfit brand., 4. formalize your business registration., 5. acquire necessary licenses and permits for crossfit., 6. open a business bank account and secure funding as needed., 7. set pricing for crossfit services., 8. acquire crossfit equipment and supplies., 9. obtain business insurance for crossfit, if required., 10. begin marketing your crossfit services., 11. expand your crossfit business..

Performing market analysis is a critical step when starting a CrossFit business, as it provides insight into the competitive landscape, customer demographics, and potential demand. Understanding the market helps in making informed decisions about location, pricing, and services offered. Here are some key points to consider:

• Research the local demographics to identify your target market, such as age, income level, and fitness interests.
• Analyze the competition by looking at the number of existing CrossFit gyms in the area, their membership fees, class offerings, and unique selling points.
• Assess the demand for CrossFit by evaluating search trends, local health and fitness statistics, and the popularity of similar fitness programs.
• Understand the market size and potential growth by exploring community engagement in fitness and wellness activities.
• Examine real estate options for your CrossFit box, considering factors like visibility, accessibility, and proximity to your target audience.
• Identify potential partnerships with local businesses or organizations to create cross-promotional opportunities and increase visibility.
• Survey potential customers to get direct feedback on what they look for in a CrossFit gym, including class times, coaching style, and facility amenities.

Are crossfit businesses profitable?

Crossfit businesses can be profitable. With proper planning, well-trained employees, strong customer service, and the right marketing techniques, a CrossFit business can be successful. Additionally, the CrossFit industry has been growing steadily in recent years and is projected to continue to do so into the future.

Starting a CrossFit business requires a solid plan to navigate through the competitive fitness industry. A clear and comprehensive business plan will serve as your roadmap, detailing your vision, goals, and the strategies you'll employ to achieve success. Below are key components you should include in your draft:

• Executive Summary: Provide a brief overview of your CrossFit business, including your mission statement, core values, and business objectives.
• Market Analysis: Research and outline the local fitness market, target demographics, and competitive landscape to identify opportunities and challenges.
• Services and Products: Describe the CrossFit services you will offer, any additional products for sale, and how they differentiate from competitors.
• Marketing and Sales Strategy: Explain how you plan to attract and retain customers, including pricing, promotions, advertising, and community engagement.
• Operational Plan: Detail the day-to-day operations, including location, facility layout, equipment needs, and staffing requirements.
• Financial Projections: Provide an estimate of startup costs, projected income, cash flow, and a break-even analysis to demonstrate financial viability.
• Risk Management: Identify potential risks and outline strategies to mitigate them, including insurance, legal considerations, and emergency procedures.

How does a crossfit business make money?

Crossfit businesses can make money by charging members a monthly membership fee or a fee per class. They may also offer additional services or products such as private training sessions or nutrition coaching. A great way to increase revenue is by creating corporate partnerships where employers pay for employees to join the gym as part of their benefits package. A target audience for an air duct cleaning business would be homeowners who are looking to improve their indoor air quality, as well as businesses such as restaurants who wish to maintain healthy indoor environments for their customers.

Developing a strong CrossFit brand is crucial for standing out in a competitive market and creating a loyal community. Your brand should reflect the unique identity of your gym and communicate your values and commitment to members. Here are key points to consider:

• Define Your Mission: Articulate what makes your CrossFit gym unique. Focus on your philosophy, the community aspect, and the results you want your members to achieve.
• Choose a Memorable Name: Select a name that resonates with the essence of your gym. It should be easy to remember, pronounce, and spell.
• Create a Visual Identity: Design a logo and choose color schemes that will be synonymous with your brand. Ensure it's versatile for various marketing materials and merchandise.
• Develop a Brand Voice: Your brand's tone should be consistent across all platforms, whether it's motivational, supportive, or professional. This voice should be evident in all your communication.
• Engage with Community: Build a community around your brand by hosting events, creating social media presence, and fostering a welcoming environment in your gym.
• Merchandising: Create branded merchandise that members can wear with pride, further promoting your brand.

How to come up with a name for your crossfit business?

Coming up with a name for your crossfit business can feel like a daunting task. Take some time to think about characteristics that set your company apart from competitors. Your name should communicate your brand identity and services. It can be helpful to brainstorm ideas with friends and family, and to look for inspiration from other businesses names in the field. Finally, make sure to do some research to ensure the name you choose isn't already in use.

Once you've completed the initial steps of planning your CrossFit business, it's time to formalize your business by registering it with the appropriate authorities. This will legitimize your venture, protect your brand, and ensure that you're able to operate legally within your jurisdiction. Here's a guide to help you through the registration process:

• Choose a Business Structure: Decide whether an LLC, corporation, sole proprietorship, or partnership best suits your needs. Each has different legal and tax implications.
• Register Your Business Name: If your CrossFit gym will operate under a name different from your own, you'll need to register a 'Doing Business As' (DBA) name.
• Obtain an Employer Identification Number (EIN): Apply for an EIN with the IRS for tax purposes, especially if you plan to hire employees.
• Register for State and Local Taxes: Depending on your location, you may need to register for state sales tax, payroll tax, and other business taxes.
• Acquire Permits and Licenses: Check with your city or county government to find out which permits or licenses are required to operate a gym, such as a general business license, health and safety permits, and building permits.
• Understand Zoning Laws: Ensure that your chosen location is zoned for a fitness facility and that you comply with any local regulations.

Resources to help get you started:

Explore crucial resources designed for CrossFit entrepreneurs to gain market understanding, operational excellence, and strategic growth insights:

• Box Pro Magazine: Offers insights on managing and growing a CrossFit box, including community building and coaching tips. Visit Box Pro Magazine .
• The Affiliate Guard Blog: Provides insurance and risk management advice specifically for CrossFit affiliates. Access it at The Affiliate Guard Blog .
• CrossFit Journal: Features articles on CrossFit methodology, athlete stories, and business best practices for gym owners. Available at CrossFit Journal .
• The Morning Chalk Up: A daily newsletter that delivers the latest news, games updates, and community highlights in CrossFit. Subscribe at The Morning Chalk Up .
• WOD Market: Focuses on marketing strategies for CrossFit boxes, including social media, SEO, and event planning guides. Find more information at WOD Market .

Starting a CrossFit business requires not just passion and expertise, but also compliance with legal regulations to ensure the safety and legitimacy of your operations. Acquiring the necessary licenses and permits is a crucial step that cannot be overlooked. Here's a guide to help you navigate through this process:

• Business License: Obtain a general business license from your local city or county government to legally operate your CrossFit gym.
• Zoning Permit: Ensure your chosen location is zoned for a fitness facility; a zoning permit may be required to confirm this.
• Building Permit: If you plan to construct a new building or alter an existing one, you'll need a building permit from your local building department.
• Health Department Permit: If your facility will have locker rooms or sell food and beverages, you may need to pass a health inspection and obtain a permit from the health department.
• Fire Department Permit: Your gym must comply with fire safety standards, necessitating an inspection and permit from the fire department.
• Signage Permit: If you're planning to install exterior signs for your business, you might need a separate permit for this.
• Special CrossFit Affiliation: To use the CrossFit name, you must become an official affiliate, which involves an application process with CrossFit, Inc.
• Insurance: While not a permit, having proper insurance is essential for protecting your business and clients in case of accidents or injuries.

What licenses and permits are needed to run a crossfit business?

The licenses and permits needed to run a crossfit business depend on the type of business you are running, your location, and the services you offer. Generally, you will need to obtain a business license from your local governing authority and additional permits such as zoning permits. Depending on your specific business needs, there may also be a requirement for an occupational or professional license. It is best to contact the local government or chamber of commerce to determine what licenses or permits may be needed for your particular business type and location.

Establishing a solid financial foundation is crucial when starting a CrossFit gym. Opening a business bank account to manage your finances and securing adequate funding are essential steps to set your business up for success. Follow these guidelines to navigate through this process.

• Select a bank: Choose a bank that offers business banking services with benefits such as low fees, online banking, and good customer support.
• Prepare documentation: Gather required documents like your business license, EIN, ownership agreements, and personal identification to open your account.
• Consider banking needs: Think about your need for credit lines, loans, or business credit cards and discuss these with your bank.
• Explore funding options: Evaluate potential funding sources such as personal savings, loans from financial institutions, investors, or crowdfunding campaigns.
• Develop a business plan: Create a detailed business plan to present to lenders or investors that outlines your vision, market analysis, financial projections, and growth strategy.
• Understand terms and conditions: Before securing any funding, make sure to understand the terms, interest rates, repayment schedule, and any potential impacts on your business.

Setting the right pricing for your CrossFit services is crucial to attract and retain members while ensuring your business is financially sustainable. Consider your costs, the local market rates, and the value you're providing to members. Here's a concise guide to help you establish your pricing strategy:

• Analyze your costs: Calculate all expenses including equipment, rent, utilities, staff salaries, insurance, and marketing. Your prices should cover these costs and allow for a profit margin.
• Research competitor pricing: Look into what nearby CrossFit gyms are charging. Position your pricing competitively without undervaluing your services.
• Offer tiered membership options: Create different membership levels (e.g., unlimited, 3-times-a-week, off-peak hours) to cater to various budgets and schedules.
• Consider additional revenue streams: Plan for workshops, personal training, and merchandise sales. Price these accordingly to complement your primary service offerings.
• Introduce discounts and promotions: Early bird rates, referral discounts, and family packages can attract new clients and encourage loyalty.
• Regularly review and adjust: Keep an eye on your gym's financial health and the market conditions to make necessary pricing adjustments over time.

What does it cost to start a crossfit business?

Initiating a crossfit business can involve substantial financial commitment, the scale of which is significantly influenced by factors such as geographical location, market dynamics, and operational expenses, among others. Nonetheless, our extensive research and hands-on experience have revealed an estimated starting cost of approximately $43000 for launching such an business. Please note, not all of these costs may be necessary to start up your crossfit business.

Starting a successful CrossFit gym requires not only passion and expertise but also the right equipment. This ensures that your members can perform a wide array of workouts safely and effectively. Here's a list of essential CrossFit equipment and supplies you'll need to acquire:

• Barbells and bumper plates: Get a variety of weights to accommodate different skill levels.
• Dumbbells and kettlebells: Offer a range of sizes for varied exercises and member capabilities.
• Pull-up rigs and squat racks: These are fundamental for strength training and bodyweight exercises.
• Medicine balls and wall balls: Useful for a broad spectrum of workouts to improve strength and coordination.
• Jump ropes: Essential for cardio exercises; consider getting speed ropes for advanced members.
• Rowing machines, bikes, and/or treadmills: These provide members with high-intensity cardio options.
• Gymnastic rings and plyo boxes: For bodyweight exercises, jumps, and other plyometric movements.
• Mats and flooring: To protect your members and equipment, invest in high-quality, durable flooring.
• Timers and sound system: For managing workout sessions and creating an energetic atmosphere.
• Cleaning supplies and sanitization stations: To maintain a clean and hygienic environment.

List of software, tools and supplies needed to start a crossfit business:

• CrossFit Coaching Course ($499.00)—Provides comprehensive training on coaching CrossFit and safety protocols.
• CrossFit Logo ($20.00)—Branding is essential for any business.
• Gym Space ($200-500/monthly)—Where the workouts will take place.
• Gym Equipment ($1000-2000)—A wide variety of equipment you may need for your classes.
• Insurance & Legal Coverage (Varies by State)―To protect you, your business, and your clients.
• Website Platform ($14.99/month or $99/year)—To promote and register clients for classes.
• Music ($15-30/monthly)—Create a great atmosphere with music.
• Video Camera & Tripod ($200-500)—Document your crossfit classes to help market your services.
• Marketing Materials (Varies by Needs)―Flyers, posters, banners, etc., to help promote your business.
• Accounting Software ($10-20/monthly)―Verify payments from clients and manage finances easily.

As you embark on the journey of starting a CrossFit gym, it's crucial to protect your investment and minimize risks. Business insurance is an important safeguard that can cover unexpected events, such as injuries, property damage, or lawsuits. Below are the steps to obtain the necessary business insurance for your CrossFit gym:

• Research different types of insurance policies, including general liability, professional liability, and property insurance, to understand which coverages are most relevant to your CrossFit business.
• Contact insurance providers that specialize in fitness industry coverage to get quotes and discuss policy options tailored to your specific needs.
• Consider additional policies such as workers' compensation if you plan to hire employees, and business interruption insurance to protect against loss of income due to unforeseen closures.
• Compare quotes from multiple providers, taking into account not only the cost but also coverage limits, deductibles, and exclusions.
• Choose a reputable insurance company with a solid track record in the fitness industry, and finalize your policy with the appropriate coverage for your CrossFit gym.
• Review and update your insurance coverage annually or whenever there are significant changes in your business operations to ensure continuous protection.

Embarking on the journey to market your CrossFit services is crucial for attracting members and establishing your brand within the fitness community. Utilize diverse and engaging strategies to showcase the unique aspects of your CrossFit program. Here are some effective tactics to consider:

• Establish a strong online presence: Create a professional website and engage regularly on social media platforms to connect with potential clients and share success stories, workout tips, and event updates.
• Leverage local partnerships: Collaborate with local businesses, health practitioners, and community centers to offer exclusive deals or host joint promotional events that introduce CrossFit to new audiences.
• Referral programs: Encourage your current members to refer friends and family by offering them incentives, such as discounts on their membership fees or branded merchandise.
• Host free workshops or introductory classes: Invite people to experience a CrossFit workout firsthand, which can help demystify the process for beginners and create a welcoming atmosphere.
• Content marketing: Develop and share engaging content such as blog posts, videos, and newsletters that provide valuable information and showcase your expertise in fitness and health.
• Community events and competitions: Participate in or host events that highlight the communal and competitive spirit of CrossFit, which can help generate buzz and foster a sense of camaraderie.

Expanding your CrossFit business requires strategic planning and a focus on community engagement. As you consider growth, think about diversifying offerings, leveraging partnerships, and enhancing the member experience. Below are key strategies to help take your CrossFit gym to the next level.

• Introduce New Programs: Offer specialized classes or workshops to cater to different skill levels and interests within your community.
• Invest in Marketing: Boost your online presence through social media, content marketing, and targeted ads to attract new members.
• Strengthen Community Ties: Host events and create challenges that encourage member interaction and foster a strong gym community.
• Collaborate with Local Businesses: Partner with health food stores, physiotherapists, and other wellness-oriented businesses for mutual referrals.
• Expand Facilities or Open New Locations: If demand outgrows your space, consider expanding your current facility or opening additional locations.
• Offer Retail Merchandise: Sell gym-branded apparel and fitness equipment to create an additional revenue stream.
• Continuously Educate Staff: Ensure your coaches and staff are up-to-date with the latest fitness trends and CrossFit methodologies to provide the best value to members.

Building Your Business Plan: Finding Success as a CrossFit Affiliate

A CrossFit affiliate gym is a business, and just like any business, you need a plan on how you’re going to turn a profit - this is how CrossFit wants you to do it.

The business plan CrossFit wants you to have is one that keeps you in business, but also one that employs their gym culture guidelines.

You’ll find that while it’s difficult to get started, having a CrossFit gym is one amazing way to heighten your retention rates to something that gym owners only dream of. It’s a culture, not just a gym membership.

So how do you make a business plan that actually embodies what CrossFit wants, while also turning a profit and getting to take Sundays off (if you want)?

That’s what we’re here to discuss. Only you can make your business plan; we’re just going to show you how to get started with it.

What is a Business Plan?

A business plan is a series of documented steps a business plans to take to achieve success, each step outlining another motion closer to the goal. A business’s goal should be growth and profitability (otherwise, it wouldn’t be much of a business).

Business plans include a few key components. While there is no one-size-fits-all solution, you should have:

• Marketing Solutions: Marketing is a constant and consistent effort. If you aren’t marketing, you’re falling behind. Even if your gym is almost reaching capacity, you can always expand (marketing equals money). Your business plan should include the methods you’ll be using to market, whether that’s direct response copywriting, local billboards, YouTube video ads, or what-have-you. CrossFit needs you to have an acceptable website, so one of the best marketing solutions is investing in content for local SEO search results. No matter how you choose to market your gym, it has to be marketed; your mere presence will not sell itself.
• Financial Planning: Financial planning is all about your current resources, available debt, where you’re spending your money, and how you intend to get it back. Your financial planning stage will include your budget, but we will also include that later in your operation expectations. With a completely brand-new business, you should estimate ahead for the next three to five years. The problem is, your financial situation will change rapidly in that time (for better or worse), so this may not ring completely true, but it does show prospective investors that you’re serious about the future.
• Operation Expectations: This is where your budget plays into how it’s being used. How is your business going to operate? Write it down. How many employees do you expect to have? Write it down. Make sure everything is laid out so that when you need to access it to tell investors or what-have-you, it’s completely available.

With the minimum of these three things in place, you should have a good foundation for a business plan.

With gyms specifically, operation expectations will define your word-of-mouth marketing, as well as your financial forecast. Pay special attention to these if you want to see the growth you’re hoping for.

Why is a Business Plan Important for a CrossFit Affiliate Gym?

CrossFit is an organization that wants you to succeed. However, they’re staking a brand name on your success. If there’s a negative view of your gym, it could come back on them.

Having a business plan is the best way to say “Hey, this is what you said you were going to do, remember?” and point to operations, financial planning, and other aspects of your business.

Is someone from CrossFit going to just barge in and demand to see your business plan? No, but you should still pay attention to the CrossFit affiliate agreement to understand how it affects them if your gym closes or has a negative view.

Your business plan talks about how you’re going to run your gym and the financial projections behind it, which puts them at ease.

Additionally, any business should have a business plan to discuss how it’s going to run. If a business has no plan, then it has no way to achieve goals. Without goals in mind, there’s nothing to strive for, and the business quickly loses direction.

You need to know where you are and where you intend to go before you can even open your doors; that’s just business basics.

Components of a Business Plan

Every business plan can look different. There isn’t a direct and exact formula, otherwise it would be a copy-and-paste solution.

Investors want to see that your business plan fits you, but there are some important elements that help them make decisions, and these sections can help you devise a better solo business plan as well if it’s just to organize your thoughts.

Executive Summary

Your executive summary serves as the introduction to your plan and summarizes everything within it. Think of this as the highlight, the bit of marketing that actually sells the rest of your business proposal. If I don’t like the trailer, why am I going to watch the entire movie?

This will income your mission statement, what products you’re selling (remember subscriptions/classes are products), and what you’re offering to potential investors for what stake. Mission statements can also include a “why” behind the business model as well, but this has to be short, sweet, and to the point.

Business Description

This section doesn’t mean to simply say “We’re a CrossFit gym”, but rather what your business goals are. What you’re trying to achieve with your current business plan, and information about your target audience.

Your business can be described by talking about the community/income level it would serve, primary products and what demographics they would impact/affect, and what the core of the business is trying to achieve with this.

Market Analysis and Market Strategy

Your target market, what they want, and how much they’re willing to pay for it are all part of your marketing analysis. Talk about the problem that your target audience is facing, how you plan to solve it, and what you intend to do to retain them as customers.

This is where you can go into detail about what your target audience is into, how they’re going to benefit from your solution, and so on. Your strategy should include the expected pool of individuals in that bracket in your city/area so that anyone who views it understands your room for growth.

Now that you have your market, how are you going to bring your products and brand before them? How are you going to reach them?

This is where marketing and sales meet. This plan can include how you plan on advertising, the pricing plans you intend to use to push sales, and the unique selling position that your brand has over others.

What makes it tick, and why are people going to actually subscribe to your product? What’s in it for them that can be marketed to them? This should all be answered here.

Competitive Analysis

You’re not the only gym in the city, and you’re likely not the only CrossFit gym, either. What’s different about you and your brand? You have to analyze the competition to find out what they’re offering, what you’re doing better, what they might be doing better, and find your advantages over them.

Define the areas that you can beat them in, and be sure to outline the ones that you aren’t trying to beat. No one business can be everything to everybody, so don’t try to be. Just sell on those points.

Management and Day-to-Day Operations

This shows if the rest of your business plan is a sustainable model, or if you’re just knocking around in the dark and hoping to find your footing. Daily operations and management will play into payroll costs (the highest cost for any gym), so this is crucial for your business plan.

Service Description

What is your business doing? What’s the service, what’s in the subscription, and what are the additional products?

Essentially, you want to outline your monthly, annual, and class-based subscription packages, and any other way that you make money, whether that’s corporate discounts, after school activity discounts, or whatever you decide to use to structure your service.

Financial Projection and Needs

Financial projections aren’t just a request for investment money that you need right now. It’s how much you anticipate making in your first 3-5 years of owning and operating the business.

This part can take the longest because if you do bring this before an investor, you have to explain how you came to these conclusions. Local market data, your pricing structure, and how you plan to acquire customers (plus your marketing and sales costs) all come into play here.

Process of Developing a Business Plan

Developing a business plan is like building a business, and then dissecting it and putting your findings on paper. You have this big plan for your gym, how you want it to run, and where you want to take the business. Now you have to outline it.

The end goal is a polished report that can be easily read without confusing or boring the reader (yes, even business plans have to be entertaining to some extent). This is how you can start the process:

• Outline: Create the bones of a business plan. Outline the headings we talked about earlier and anything else you want to add. You’ll fill in the gaps later.
• Vision: Begin with where the business goals are. Setting the vision and goals ahead of time will help you find the most feasible and reasonable way to get there.
• Starting Point: Think about where you are now in the business journey. Since goals have been established, this lets you know how you get from A to B.
• Finances: Poke around and find out how much trainers and front-end staff are going to cost, how many you’ll need, and whether you’ll be renting or buying your gym equipment, then factor those costs in.
• Tie it Together: You have the main components, now make them make sense, like the pieces of a story.
• Conclusion: Stories come to an end eventually. How will you write the plan from the introduction and lead the reader all the way to the end and actualize the vision? Write it down.

Can You Have Someone Else Develop a Business Plan for You?

Yes, you absolutely can. There are plenty of business writers who can help you develop a business plan. This process isn’t a simple “Hire someone and they’ll just do it” kind of thing, though.

Building an actionable and attractive business plan is difficult, so you’ll likely meet with a writer for a few phone calls to outline the business, talk about numbers, and then you’ll let them do their magic. It’s always helpful to writers to have all data and information available so you can pass it over to them.

The benefits of outsourcing this, even though you’re the one with the information, is that it frees up your time to actually begin the business the way you want to. Writers are also experienced in writing successful business plans/proposals, whereas this might be your first rodeo. It helps to have someone knowledgeable helping you out.

Designate How Your Business is Going to Operate

You have to turn a profit to keep the lights on, and the way that CrossFit wants their affiliate gyms run is actually a great way to do that.

When you make a business plan, whether it’s for potential angel investors or just so you have a beacon in the night, make sure it’s thorough.

Beyond planning your business, CrossFit also has a ton of other information on how to run your gym and retain your members. We break down every aspect of the CrossFit Affiliate Handbook right here on PushPress, taking a deep dive into every element that goes into one of the greatest fitness businesses in modern history.

Sam is our Community Manager for PushPress. He also owns and operates Xplore Nutrition, a personalized nutrition coaching service designed "for your lifestyle and goals by a Coach who's always available."

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How to Start a CrossFit Box

Last Updated: November 21, 2020 References

This article was co-authored by wikiHow Staff . Our trained team of editors and researchers validate articles for accuracy and comprehensiveness. wikiHow's Content Management Team carefully monitors the work from our editorial staff to ensure that each article is backed by trusted research and meets our high quality standards. There are 11 references cited in this article, which can be found at the bottom of the page. This article has been viewed 10,981 times.

Starting a CrossFit box requires dedication to CrossFit and a desire to share your excitement about it with other people. It also requires meeting CrossFit requirements for box affiliates and developing a business plan that accounts for start-up costs, including rent and buying equipment. You’ll also need to hire staff and plan to advertise.

Planning for Your Box

• Ask how much they pay their trainers so you can offer competitive wages.

• You’ll also need some space for an office.
• When you talk to other box owners, ask them about their space requirements.

• Negotiate for the best rent price you can.

• One-time expenses include equipment costs and the costs for mandatory training, licensing fees, and insurance required by CrossFit.
• Ongoing expenses include rent and salaries.
• When estimating revenues, keep the figure low because not everyone will pay their fees on time.

Meeting CrossFit Requirements

• For example, start your essay by writing about your positive experiences with CrossFit.
• Explain why it’s important to you to start a box.
• Discuss some concrete plans for the first year of your box, like building a clientele and bringing CrossFit to your community.

• You can also meet this requirement with a CrossFit Level 3 Certificate.
• Plan to pay $1000 for the training.

• For CrossFit Kids, you will also need sexual abuse and molestation coverage of $100,000 or £100,000.
• Only US and UK-based affiliates need proof of insurance.

• Find additional guidance for your website on the main CrossFit website ( https://affiliate.crossfit.com/how-to-affiliate ).

Hiring Staff

• If you plan to keep another job after starting your box, take that into account when figuring out how much time you can dedicate to training and office tasks.
• Plan the initial training schedule around times when your clients will be available, for example before and after work.
• Consult your budget to make sure you can cover salaries for the number of trainers and other staff you plan to hire.

• Interview potential office staff this way too.

• Consult the IRS website for information about tax forms needed for employees. See https://www.irs.gov/businesses/small-businesses-self-employed/employment-tax-forms
• Talk to a lawyer about developing an employment contract that you can enforce.

Advertising Your Box

• Advertise through your website too.

Expert Q&A

You might also like.

• ↑ https://www.fundera.com/blog/starting-a-crossfit-box
• ↑ http://www.garage-gyms.com/top-10-equipment-items-crossfit-garage-gym/
• ↑ http://boxpromag.com/how-to-open-a-box/
• ↑ https://www.sba.gov/starting-business/business-financials/estimating-startup-costs
• ↑ http://www.investopedia.com/articles/investing/082015/economics-crossfit-gym.asp
• ↑ https://affiliation.crossfit.com/how-to-affiliate
• ↑ http://journal.crossfit.com/2016/06/affiliate-roundup-part-6.tpl
• ↑ https://www.precor.com/en/resources/social-media-for-your-facility
• ↑ http://uhurunetwork.com/fitness-marketing-10-creative-ideas/
• ↑ https://www.theptdc.com/2014/11/6-free-and-proven-fitness-club-marketing-ideas/
• ↑ https://www.moonclerk.com/gym-marketing-examples/

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CrossFit Box Startup Costs: How Much Money Do You Need?

Home » Crossfit » CrossFit Box Startup Costs: How Much Money Do You Need?

Starting a CrossFit gym, also known as a CrossFit box, can be an exciting and rewarding venture. However, before diving into the world of CrossFit entrepreneurship, it’s important to understand the startup costs involved. In this article, we will explore the various expenses associated with opening a CrossFit box and provide insights on how much money you may need to get started.

Table of Contents

Unveiling the Profit Potential of Owning a CrossFit Gym

1. conduct thorough market research, 2. develop a comprehensive business plan, 3. build a strong community, essential crossfit box equipment: a comprehensive guide, how much does the average crossfit owner make unveiling the earnings of crossfit entrepreneurs.

Owning a CrossFit gym can be a lucrative business venture . However, it’s important to note that profitability may vary depending on various factors such as location, competition, and marketing strategies. According to industry research, the average profit margin for a CrossFit box ranges from 30% to 40%. This means that for every dollar in revenue, owners can expect to keep around 30 to 40 cents as profit.

Becoming a CrossFit Box: Expert Tips for Success

Successfully running a CrossFit box requires careful planning and execution . Here are some expert tips to increase your chances of success:

Before starting your CrossFit box, it’s crucial to conduct thorough market research to understand your target audience, competitors, and potential demand in your area. This will help you make informed decisions about pricing, services, and marketing strategies.

A well-structured business plan is essential for any startup, including a CrossFit box. It should outline your financial projections, marketing strategies, operational procedures, and growth plans. Having a solid business plan will not only guide you in the initial stages but also attract potential investors or lenders if needed.

CrossFit gyms thrive on community engagement and building strong relationships with members. Foster a supportive and inclusive community by organizing events, offering personalized training, and encouraging member participation. A strong community will not only aid in member retention but also attract new clients through word-of-mouth referrals.

When starting a CrossFit box, it’s important to invest in high-quality equipment that can withstand the demands of intense workouts. Here’s a list of essential equipment you will need:

• Barbells and weight plates : These are the backbone of any CrossFit gym. Invest in a variety of weights to accommodate different fitness levels.
• Pull-up bars and rings : These are essential for upper body and core strength exercises.
• Kettlebells and dumbbells : These versatile tools can be used for a wide range of functional movements.
• Medicine balls and slam balls : These are great for improving core strength and explosive power.
• Rowing machines and assault bikes : These provide cardiovascular conditioning and complement CrossFit workouts.

Determining the average earnings of CrossFit owners can be challenging as it varies based on several factors. However, according to industry reports, the average annual income for a CrossFit gym owner ranges from $50,000 to $150,000. It’s important to note that this figure can be influenced by factors such as location, membership numbers, and operational costs.

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Opening a CrossFit Gym: 8 Steps to Starting a CrossFit Box

Many or all of the products featured here are from our partners who compensate us. This influences which products we write about and where and how the product appears on a page. However, this does not influence our evaluations. Our opinions are our own. Here is a list of our partners and here's how we make money .

These days, more and more people are discovering that their favorite way to exercise involves rope climbing, weight lifting, ball dodging, and kettlebell swinging. They’re not just muscle-builders training for a competition; these fitness aficionados are your neighbors, friends, and colleagues, who have joined millions of others in the CrossFit craze. Whether CrossFit is your favorite workout or you're a gym owner looking to diversify and start a new business, opening a CrossFit gym might be a great business move for you.

As of 2018, there were more than 15,000 CrossFit gyms all over the world in a total of 162 countries. The 10,000th affiliate gym was officially opened in London in 2014. This is a far cry from the low-key, original CrossFit gym — basically a gathering of friends who liked working out together — that opened its doors in Santa Cruz, Calif. in 2000 by founder Greg Glassman.

In 2004, Glassman began teaching his seminars regularly and the affiliation process was finalized. Today, CrossFit has become much bigger than a fitness program.

Kevin D’Amico instantly became deeply intrigued by CrossFit’s routines after visiting a gym for the first time and witnessing the way the program pushed people to get strong instead of a focus on losing weight.

“I don’t look at CrossFit as a weight loss program. I look at it like a training methodology that enhances your body and mind,” he said. “The body image that mass media portrays and 99 percent of other fitness programs that I see are all about getting skinny and losing weight. There’s something to be said for being strong.”

A few years after joining CrossFit, D’Amico, a former marine, got certified as a Level 1 trainer and opened up his own CrossFit gym in Jacksonville, Florida.

“I was a regional sales manager for a big corporation. I have a business degree. I took [opening up a box] as an opportunity to combine fitness and business together. Two things I really love,” he says. “I just thought, I’m kind of tired of working for corporate America. It was just a business decision. I saw these guys opening up these gyms in warehouses for dirt cheap. I really enjoyed the workouts and everybody was having a good time, and there’s money to be made.”

D’Amico sold his gym a few years ago, but is still involved in the CrossFit community with his equipment company X Training Equipment, which provides fitness equipment to CrossFit boxes, MMA gyms, UFC gyms, LA Fitness, and Gold Gym.

If you're interested in opening a CrossFit gym, check out the steps you'll have to take to get there below.

Opening a CrossFit gym in 8 steps

Opening a CrossFit gym involves some specific training and licensing but it's not much more complicated than opening a regular run-of-the-mill gym. Below are the steps to opening your new CrossFit business.

Step 1: Choose your gym name and business entity

This is the first step for starting any business, you want to have a name in mind and the business entity too before you get too deep into planning. When you're coming up with your business name, make sure it's something that makes it clear that you're opening up a CrossFit box. Typical CrossFit gym names are usually descriptive of their location (ex., CrossFit Portland, North Shore CrossFit) or otherwise motivating (PURE Fitness CrossFit, Level 10 CrossFit). You'll want to make sure your ideal business name is available in your state, and that you can buy a domain associated with it.

You can check whether a business name is available online from your state's Secretary of State website or the United States Patent and Trademark Office and if the name's not already in use by another business you're good to go. You usually have the option to reserve the name if you want until it comes time to officially register your business. If you're not confident in this process and have the means, you might want to go ahead and consult a lawyer.

Around this time you should also choose a business entity for your new CrossFit gym. You might want to go with a business entity that offers owners some protection from liability. A limited liability partnership or limited liability company might make the most sense for you if you're looking for some liability protection.

Step 2: Write a business plan

The second step in opening a CrossFit gym is the same for almost any business: Write a business plan. When you're writing a business plan there's a lot for you to consider and be sure to include. You might find it helpful to use a business plan template to make sure you cover all of your bases.

You should make sure your business plan covers an overview of your CrossFit gym, a market analysis including who your competition is and what need you're looking to fill, the organization of the company (i.e., whether you'll have partners), your marketing and sales plan, and lastly, your financial plan and projections.

This will take a lot of work, but you'll be glad you did it when it comes time to find investors or apply for loans. It can even help you in the day-to-day tasks of getting your business up and running.

You especially want to make sure there's a need for your business and that you'll be able to attract enough customers to stay in business once you've invested so much in getting things up and running. If there are already a number of CrossFit gyms in your area, you might find yourself losing out on business. One of the most common reasons small businesses fail is a lack of demand for their services or products.

Step 3: Get certified, pay CrossFit fees

Before you can open your CrossFit gym you'll have to get some certifications and pay some fees. Like D'Amico did, you'll need to become a Level 1 trainer if you're opening up a CrossFit box. To do this, members sign up for a weekend workshop, which costs $1,000, and CrossFit runs around 15 seminars each weekend focusing on safely and properly performing workout techniques. Once trainers are certified, they’re able to open their own personal CrossFit gym while the company collects an annual $3,000 for licensing purposes.

These costs to open a CrossFit gym are necessary if you want your gym to be an official affiliate. The licensing fee is due annually, so keep that in mind when making your budget for the year.

Step 4: Register your business and get an employer identification number

You're not done with paperwork and registrations. You still have to register the actual business and get an employer identification number, also known as an EIN.

If you're going to use a "doing business as" name for your business, you'll have to register for that with your state. Mostly it's sole proprietors who choose to do this, but if you're starting an LLC, you might want to as well. That's because it will allow you to open more than one location, if the time comes, without creating a whole new legal entity for that second location.

You'll also need an EIN and you'll have to register to pay taxes. You can apply for an employer identification number online through the IRS. If you register with the IRS online, you should receive an EIN within minutes. Gyms that don't employ other people don't need an EIN, but it's good to have because it can make paying taxes, getting a checking account, and obtaining business loans easier. Registering to pay taxes will vary depending on what state you're in, so refer to this resource to find out more.

Step 5: Get funding for opening your CrossFit gym

Though the cost of opening a CrossFit gym might seem low at first, when you factor in the certification fee, licensing fee, rent, equipment costs, taxes, employees, and more, you'll likely need to find some funding.

D’Amico warns those interested in opening up a CrossFit gym to carefully consider startup costs. “When I opened up my gym, I had to put up several thousand dollars putting up handicapped ramps in the bathroom and safety lights,” he says. “You don’t think about those things and that’s what kills a lot of people. Your equipment might be $20,000, but you might need another $20,000 for the setup.”

If you're looking for some startup funding there are a few options available to you. You might be eligible for an SBA loan, a business line of credit, equipment financing, or a personal loan.

A business line of credit would give you access to money that you could pull on when you needed it in your early days starting your business. The difference between a line of credit and a loan is that while the money is available to you, you only have to pay interest on the funds you actually draw on.

Another option to help you fund opening a CrossFit gym is equipment financing. These loans are usually a fairly quick way to get the funds you need for equipment, which your gym will definitely require, and then the equipment itself can serve as the collateral for the loan.

Step 6: Find a gym space, get permits

Next, you'll want to get a space for your gym, or maybe you already have one in mind that you showed to lenders while trying to get a loan in the previous step. Whatever the case, you'll need a space and you'll need to get it set up as a gym.

Think about the type of equipment, amount of space, amenities you want to offer, and more when choosing a space. Many CrossFit gyms are hosted in warehouses that offer ample space and plenty of parking for customers. The ideal space will allow for a lot of noise, won't be cramped, and have some features customers can incorporate into their workouts. For example, if the CrossFit box you're opening is near the beach, sand-based workouts might be an attraction you can boast.

You might also need permits to do construction and set up the gym the way it needs to be for customers to be able to work out there. Check with your local government on any regulations your gym has to meet or any permits you need to change or set up your gym. You want to be thorough here as it could end up costing you in fines or even lawsuits.

Step 7: Get a business checking account, credit card

You're going to need both a business checking account and a business credit card to get your business on track. Both will help you build your business credit and keep your personal and business finances completely separate, something you'll be grateful you did when tax season rolls around.

There are plenty of business checking accounts to choose from out there, all offering different perks. You'll probably want to choose one that comes with no fees if possible. Finding the right one for you might take some time, but a good place to start is by checking with whatever bank you already use for personal banking to see what they offer businesses.

A business credit card is also nice to have because you can isolate business charges to that card and keep them separate from your personal spending. Just like there are a number of checking accounts out there, there are equally as many credit cards for businesses. The key here is to use the card and pay it off in a timely manner. You'll want to use this card to make business-related purchases and ask the suppliers you're buying from to report that you're paying them on time, if not early. This can really help boost your business credit score.

Step 8: Get business insurance

CrossFit requires that business owners opening their own CrossFit boxes show proof of insurance. Opening a CrossFit gym comes with some risks that opening another business might not. People are going to be working out, using equipment, walking around things they can trip over, and doing other potentially hazardous activities. You'll want to make you get business insurance for a host of scenarios so that if anything happens to someone while they're in your gym, the business is covered.

You also want to be covered in the event that equipment is stolen or damaged and you might want to consider having any instructors you hire also get personal trainer insurance as well.

How much do you need?

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We’ll start with a brief questionnaire to better understand the unique needs of your business.

Once we uncover your personalized matches, our team will consult you on the process moving forward.

Cost to start a CrossFit box

Now after reading through all these steps, you might be wondering how much does it cost to open a CrossFit box? If we look back through our steps, you'll recognize the following expenses jump out:

CrossFit certification ($1,000)

CrossFit licensing fee ($3,000)

License to operate a gym in your state or locality

Equipment costs

Business insurance

Cost of capital

Outside of certification and licensing fees, everything will vary based on your business's location and the level of service you wish to offer. If you're trying to determine how much to seek in financing, here are the costs you should keep in mind:

Your biggest expense is going to be the rent you pay on your CrossFit facility. This is because you're going to need a fairly large space with high ceilings that can accommodate classes of at least 20 people or so. Regardless of the market where your business is located, spaces like that don't come cheap. We recommend setting aside between $3,000 - $5,000 per month for rent, at least—and don't forget about utilities.

CrossFit gym equipment include barbells, kettlebells, medicine balls, gymnastics rings, rowing machines, jump ropes, regular ropes, and potentially a lot more. These costs will vary widely from supplier to supplier, but if you're buying wholesale you may be able to secure discounted rates. We recommend setting aside between $5,000 - $10,000 for equipment costs to start. This will probably give you enough equipment to starting training small classes. As your classes grow in size, you can buy more equipment and replace 0ld equipment.

Your next biggest expense will likely be employees—as you probably won't be able to run the gym and teach all the classes as well (unless not for long). The average hourly pay for a Level 1 Certified CrossFit trainer is $17.81. If you hire a trainer full-time, keep in mind additional costs like medicare and social security.

The last major ongoing expense you should budget for when opening a CrossFit gym is your business's insurance. This is not only mandatory, but you'll be happy you have it if something happens. According to the website How to Start an LLC, American CrossFit gyms spend an average of $350 to $750 per year for $1 million in general liability insurance. However, these costs will vary based on your location as well as the size of your gym.

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The bottom line

There are tons of exercise programs comparable to CrossFit’s techniques, but the community aspect is what makes CrossFit a lifestyle for many people. At first, you join a gym and enjoy the workouts, but, then, you slowly become a part of a community that supports your lifestyle.

Before you know it, CrossFit is no longer a gym you go to after work to get fit, but a lifestyle that is so deeply embedded in your everyday life. Maybe you’ll find yourself opening a CrossFit gym because you want to share this new lifestyle you’ve adopted with others. That desire to share a passion is exactly how CrossFit has made its money and how a workout session becomes a fitness obsession.

This article originally appeared on JustBusiness, a subsidiary of NerdWallet.

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CrossFit’s extremely lucrative business plan is also deceptively simple

“I don’t understand CrossFit’s business plan,” my middle-aged friend said, looking up from the floor where he lay next to a barbell, panting in a pool of his own sweat. Like many of the former athletes, weekend warriors, and get-in-shape hopefuls who have flooded to this cult-like fitness program, my friend was caught up in the hype but still unsure how and why he was paying 10 times the cost of a traditional gym.

He’s hardly alone. As some of the “fittest people on Earth” converge on Los Angeles for the CrossFit Games, it’s hard not to admire what the fitness phenomenon has become. Over the last three years, CrossFit  has tripled its number of gyms around the world and seen competitors increase 20-fold in its flagship five-week Open event—held at the end of February of every year—which winnows the field from hundreds of thousands to the final 40. These last men and women standing compete in the CrossFit Games , which began Tuesday, July 21 and will finish up on July 26.

Created by  Santa Cruz personal trainer Greg Glassman  15 years ago, CrossFit’s strange fitness subculture offers an intense promise to new converts. With a background in gymnastics and an interest in weightlifting, Glassman was fixated on creating a fitness program that was measurable, observable, and repeatable with an engineer’s precision. The result has not only spawned nearly 12,000  small  CrossFit-affiliated “boxes,” as the franchised gyms are called, but an entire sport: the so-called sport of fitness. Reebok, for one, has since bought into the idea, and Glassman now presides over the entire affair with FIFA-like domination.

Though not a tech company, CrossFit’s success is tied directly to the birth of the web era and the growth of mobile media. In the beginning, CrossFit gained converts by posting daily workouts on a no-frills website. It still does, but now those daily workouts are also mobile-friendly and broadcast to CrossFit’s 864,000 followers on Instagram.  Super-charged by social, CrossFit has an Uber-like emphasis on letting its affiliates bear the capital costs while Glassman keeps the ideas and image of the sport tightly within his own grasp. Whether purposefully or through a fortuitous accident, Glassman’s diffuse, no-frills business model has transformed a bunch of fitness nuts lifting tires in their garages into a brand Forbes estimated is now worth $4 billion.  And the juggernaut shows no signs of slowing down anytime soon.

The first key to Glassman’s success is his promotional prowess. CrossFit maintains a sophisticated video production operation in the Santa Cruz headquarters that exploits the power of social media and regularly pumps out a broad range of videos. Some are multi-part documentaries dramatizing the Games and the story behind each event. Others provide personal vignettes of CrossFit athletes that would make American TV sports legend Roone Arledge proud. Some of these videos simply document the proper technique for an exercise or Open event. Taken together, the video operation has created a pantheon of characters who epitomize CrossFit’s stated values of humility, self-challenge, and communal support.

But while social media may be the lifeblood of the CrossFit enterprise, its rabid participants are the beating heart of Glassman’s business plan. Many of the numerous CrossFit boxes around the world started in garages, as like-minded enthusiasts gathered to try their luck at the website’s daily workout. Those casual groups eventually sought out Glassman for training and legitimacy.

Which leads us to the actual money. Glassman’s privately-owned business makes its money in three ways: $3,000 affiliate fees for the nearly 12,000 boxes around the world; $1,000-a-head seminars for anyone wanting to be a CrossFit instructor or affiliate holder; and its lucrative Reebok partnership, which includes sponsorship of the games and licensed apparel. In 2012, CrossFit said it was grossing $40 million a year and predicted that that would double every 18 months.

On that trajectory, CrossFit HQ, the comparatively small organization that devises the workouts, trains the coaches, certifies affiliates, manages partnerships and, now, produces a great deal of original video content, could be making upwards of $160 million today. Such estimates—as a privately held company CrossFit does not have to disclose its financials—are based on the amount of money 12,000 boxes should be bringing in affiliate fees (up to $36 million a year) combined with training revenue. To keep pace with demand, CrossFit needs to train tens of thousands of new coaches a year. With 252 locations offering courses, certifications could bring many tens of millions of dollars more.

And that’s not including Reebok. Considering all of the Reebok shoes, shorts and sports bras that get sold, along with the television revenue from ESPN and the entry fees from the CrossFit games, a $160 million projection for 2015 seems achievable.

Glassman’s original insight was to control what was important to him and let others deal with the rest. CrossFit may have made Glassman rich, but he’s left plenty on the table for everyone else, not just the shoe companies. Acting a bit like the Grateful Dead which famously allowed anyone to record their concerts and sell the tapes, Glassman has created a broad CrossFit ecosystem.

Another huge part of CrossFit’s appeal has been its ability to scale. For its maniacal following of military personnel, firefighters and team athletes, the jump from fitness lover to affiliate owner is not that difficult. Once a prospective box owner has completed his or her certification, the barriers to entry are quite low. CrossFit gyms are called boxes to emphasize their low-tech bias. Many are opened in former industrial settings, within garage or loading-bay doors for example, offering access to fresh air.

Start-up costs are so low, in fact, that few box owners took Reebok up on its offer to provide cheap financing in exchange for the Reebok name. Still, the economics of CrossFit make it unlikely that gym ownership will be a path to financial independence. Most boxes offer monthly memberships for somewhere around $200 per month with additional discounts for long-term commitments and for active military, police, fire personnel, and teachers. This means that a box owner with 100-150 members may not clear a six-figure income after expenses.

Benefits are another issue entirely. Many box owners, like my coach at Empire State CrossFit, Daniel Stearns , are former personal trainers whose income was limited by either the number of hours they could schedule or the wealth of their clientele. For those trainers, CrossFit’s class format—where they are no longer towel-toting cheerleaders—has been liberating as well as enriching.

Not to mention that the program’s emphasis on community has been a boon for its homegrown PR efforts. CrossFit box owners are rewarded for their mastery of social media. Like a multi-level marketing scheme, much of CrossFit’s training revenue comes from former students who want to open their own boxes. That growth has been good for Crossfit and great for the growth of the games. CrossFitters—whose first rule, it is often said, is never to stop talking about CrossFit—are eager to post their accomplishments on Facebook, Twitter and Instagram.

The sport has also spawned more than its share of Instagram stars: Two winners of last year’s games— Camille LeBlanc-Bazinet and Rich Froning —have 600,000 followers and over 450,000 followers, respectively. And Instagram has also made stars of some of the sport’s more photogenic but perhaps less accomplished athletes like Lauren Fisher (398,000 followers) and Brooke Ence (154,000 followers).

Today’s CrossFit athletes are sponsored by a wide array of equipment, apparel, and supplement manufacturers. These stars, in turn, employ a growing list of influential coaches and movement specialists. As “the sport of fitness” gains more adherents and hopefuls, websites, clinics, and seminars are multiplying into a virtuous cycle.

Sharing a messianic desire to change the world like so many of his tech entrepreneur peers, Glassman’s CrossFit is inseparable from the birth of our modern, decentralized media landscape. Its growth tracks the growth of social media and mobile technology, making CrossFit’s business both a platform for other entrepreneurs and a dynamic, lucrative ecosystem as a whole.

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Should You Outsource Your Gym’s Programming?

• by Mike Warkentin
• April 19, 2024

A gym’s group programming used to be sacred to its owner.

“Only I can create the perfect blend of thrusters, pull-ups and deadlifts for my clients.”

I’ve said things like that over the years, or at least thought them, but I realize now that I was making the decision based on emotion. Pride of authorship definitely played a part.

It used to be very hard to give up responsibility for what was long viewed as a signature part of gym and affiliate ownership. But it became easier as more high-quality outside options popped up and experienced owners started to realize that they could get a better return on their time if they worked on other aspects of the business.

That said, a great gym owner can have very good reasons for doing the programming personally or keeping it in house. To me, the best ones are:

• The owner’s programming gets measurably better results for clients.
• The owner absolutely loves programming.
• The gym has equipment/space/philosophical considerations that can’t be accommodated in an outsider’s programming.

Josh Martin of The Refined Art of Coaching listed 11 reasons he’s never outsourced coaching here .

So what are gym owners doing in 2024?

A recent Morning Chalk Up article referenced data from a “quick poll of CrossFit affiliate and functional fitness gyms.” Here it is:

• 49 percent of the 305 surveyed gym owners do their own programming.
• 37 percent pay another company for programming.
• 12 percent use CrossFit Affiliate Programming.
• 2 percent hand programming off to a coach.
• Overall: 49 percent of owners program and 51 percent do not.

I ran a similar poll in our private group for upper-level gym owners who track metrics, including the return they get on their time and expenses. I got 204 responses:

• 42 percent pay another company for programming.
• 32 percent of the gym owners do their own programming.
• 18 percent pay a coach to program.
• 8 percent use CrossFit Affiliate Programming.
• Overall: 32 percent of owners program and 68 percent do not.

How to Decide

So what’s the best way to decide how to handle group programming at your gym?

Let’s be CEOs:

• Write down a list of all the jobs you do in a week.
• Assign an hourly value to each role. (Example: Coach: $25 an hour.)
• Do a time valuation and determine how much time you spend in each role each week. Multiply hours in each role by its hourly value. (Example: Cleaner—5 hours x $15 per hour = $75 replacement value.)
• Find the role with the lowest replacement value, hire a person to fill the role and reinvest your time in higher-value roles.

At some point in this exercise—we call it “the Value Ladder ”—you will run into programming. In some cases, you will realize that you spend a lot of time in this role but could offload it at a very reasonable price, whether you pay a staff member or an outside company.

At that point, ask yourself two questions:

• 1. Does my programming produce measurably better results for clients?
• 2. Am I so passionate about programming that I get out of bed and can’t wait to do it?

If both answers are “yes,” consider keeping the job—but make sure you actually have data for No. 1.

I answered “yes” for years, but when I finally handed programming off to a great coach, clients got equal or better results. My ego was bruised but my business was better, and I had more free time.

I also held onto programming too long to avoid more important tasks that intimidated me. It was easier to program Fran than fix my marketing funnels, but the funnel fixing was true CEO work that would have improved my bottom line significantly.

If both answers are “no,” decide whether to offload the role to a staff member or outsource the work to CompTrain, Mayhem, NCFIT or any other provider. Delegating programming can be part of career creation in your business (we have tools to help gym owners create careers for staff members ). Or you can just pay a fee that’s usually very reasonable to receive programming from a provider.

Once you’ve offloaded the task, use the free hours to generate the revenue you need to pay for the programming—and more.

The key: Take emotion and ego out of the equation.

It’s fine to offload programming or retain the role yourself. Either choice is valid. But it’s no longer OK to make the decision based on hunches, suspicions and ego.

Two-Brain mentors help clients make decisions on data all the time. To find out more about the business systems used by the world’s top gym owners, book a call .

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Email [email protected].

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