You love crossfit, you love the feeling you get when you compete and you find yourself staring out the window on most days wondering if there is more to life than sitting at a desk all day long. You have dream of helping people achieve their fitness goals. Every time you attend a class you think to yourself, “I can do this”. So you do. You figure out a name, get it affiliated, sign leasing agreements, build up your space and you are good to go. Now what?? How do you get people to walk through your doors? What makes you any different from the box or the fitness centre down the road. With a CrossFit affiliate opening up on every street corner, it is essential to be different whilst still holding onto the core values of functional fitness. At the end of the day you need to make money to stay open.
Following these few steps will make you stand out from the crowd and ensure revenue continues to be generated.
Don’t be afraid to be different.
So you started this business because you love crossfit and you just wanted to run traditional crossfit classes. However you find you are not any different from the affiliate down the road. I have been to affiliates that have incorporated boxing and muay thai classes, as well as the occasional yoga class into their business plan and it really works for them. The truth of the matter is that in order to be successful you need to be different. Branch out from the norm, asks your members what else interests them and take it on board. You might find their attendance increases and if you’re lucky they may even bring a friend along.
You can be flexible
The great thing about the functional fitness industry is the flexibility it provides to owners. There are no set rules to the workouts you program. You have total freedom. Be tough on the members you know can handle it and take it easy on those that may need a little more guidance. Make the effort to know your members, their capabilities and program accordingly. There is no rule set you need to stick to, so be adventurous. However, always remember to track your programing and your members performances. It is important to them to be able to view their progress.
Offer personal training classes
In my current job, I have noticed an increase in the need for personal training, especially in the crossfit industry. Just because you offer five to six classes a day, don’t be afraid to offer personal training sessions. These extra classes are an option to help those who need further training. Your members will be grateful and it is a great way to get a little more income into the business.
Get out there!
Just because you run an affiliate does not mean that every activity needs to be completed within those four walls. Every couple of weeks make an effort to take your members somewhere different. Whether it be a water park or tree top climbing, your members will appreciate it. As long as they are staying active, they will be happy. Your members will recognise the extra effort you have taken to show them they are valued and more than just a number.
Create a community
The functional fitness environment is all about building up a community. CrossFit classes are the modern day social club, where all the cool kids hang out before or after work. Better still they actually talk to one another. This club is different from any club you may have been to in the past, as all members share similar interests. They want to be fitter, healthier versions of themselves and will discuss their stories with anyone who is willing to listen. You will notice friendships are born through discussions on benchmarks and healthy food options. From these friendships, competition thrives and thus begins the start of your community.
You started this business because you have a passion for being fit and healthy, yet it is important to remember at the end of the day you need to make money to survive.
Don’t cave into giving discounts, especially to friends. They should understand you have a business to run and not expect discounts throughout the life of their membership. Furthermore, take courses in how to build up your business, study social media trends and market your business for free, the way you want. Social media will be your best friend in this industry, so use it to your advantage. Your business will thrive as individuals continue to walk through your doors.
Naomi Wallis
Product Manager
Naomi speaks all things functional movement. She loves it so much, she adopted it into her daily fitness routine. To say sport was ingrained in Naomi is an understatement.
In fact, she loved it so much, she went on to study sports science at university and has worked for some of the best NRL teams in the country.
Her world is revolved around the sport and she brings this enthusiasm to the table every single day.
