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Running a CrossFit Facility Tips and guidance on how to open and operate a CrossFit gym.

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Old 05-28-2009, 11:40 AM   #1
Max Wunderle
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"I'm not opening a gym, I'm opening a ......"

In an effort to define a much larger universe of health and fitness, I am struggling to explain to people what my new affiliate might be. If I call it a "gym", I am limiting the value of the entity I am creating and allowing for people to immediately "box me into" a certain perception of what a gym is to them. Unlike a gym, CF offers hands on personal trainer attention, communal camaraderie and motivation, nutrition guidance and insight and a whole host of other holistic health and fitness benefits.

So, if I'm not opening a gym, what am I opening? Please come back with your thoughts as I'd like to think this is a huge upside for any CF affiliate defining the value they offer. Thanks!


Last edited by Lynne Pitts : 06-09-2009 at 04:35 PM.
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Old 05-28-2009, 11:45 AM   #2
Dennis Moriconi
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Re: "I'm not opening a gym, I'm opening a ......"

Well, you can always make sure to disginguish the difference between what most people would consider a "regular" gym like a Mike's Gym, LA Fitness, etc.

You could tell them you're opening:

A CrossFit Gym
A CrossFit Affiliation
A "Box" (although this might be more detrimental than helpful...)

I don't think it matters what you call it. You just need to make sure they know there is a difference in what you're offering, and that is up to you to inform them.
M/20/185/5'8-"Limits are for those who have them; excuses are for those who need them." My Log
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Old 05-28-2009, 11:51 AM   #3
Dave Hancock
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Re: "I'm not opening a gym, I'm opening a ......"

Voluntary torture chamber?

S&M Club?
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Old 05-28-2009, 11:53 AM   #4
Shane Skowron
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Re: "I'm not opening a gym, I'm opening a ......"

  • training facility
  • training ground
  • human performance center
  • factory of athletic achievement
  • dojo
  • laboratory for physical genetic potential
  • pit
  • field house
  • coliseum of human development

Just don't blame me if people laugh.
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Old 05-28-2009, 11:54 AM   #5
Andy Whitford
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Re: "I'm not opening a gym, I'm opening a ......"

You could call it the Lyceum. (WFS)
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Old 05-28-2009, 11:57 AM   #6
John C Corona
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Re: "I'm not opening a gym, I'm opening a ......"

....a sanitarium,

or church, pronounced 'chuch'.

.... it's just a CrossFit gym really...just most people are insane that workout religiously.
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Old 05-28-2009, 03:22 PM   #7
Sean J Hunter
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Re: "I'm not opening a gym, I'm opening a ......"

If it's a verbal conversation, I'd call it anything that's gonna make them ask "What the hell is that".

Don't sell the steak, sell the sizzle.

Sell what it does not what it is.

"What do I do?"
"Oh, I oversee a program that enables the common man to achieve great levels of fitness in an easy and fun way with a relatively small time commitment"
"Oh so you own a Gym"
"No, I don't really own a Gym, I help people develop a fitness lifestyle that really works."
"Is that clear as mud? - laugh"
"Kinda, so you visit people in their homes, like a personal trainier.
"Will, kinda, I know it might sound like Symantics, but we've discovered some fully exciting stuff about day-to-day fitness - I'd love to share with some of this new stuff we've found out - I think you in particular will find it fascinating"

LOL, what can I say, I'm a Marketing Consultant.

Did that help at all? You leave it vague enough that they ask the clarifing questions and therefore take ownership of the conversation.

There's an old saying in Sales
People believe nothing of what their told
Half of what they read
And 100% of what they themselves say.

What medium of communication where you talking about here
Print Advertising?
Talking with your friends?
Radio Advertising?

I'd be glad to offer any marketing advice, although I imagine the Box Francise comes with some already proven methods?

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Old 05-28-2009, 05:26 PM   #8
Eric R Cohen
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Re: "I'm not opening a gym, I'm opening a ......"

You are opening a "forge" as in "forging elite fitness"
Eric Cohen. CF Level 1, 178 5'9".
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Old 05-28-2009, 05:41 PM   #9
Everett Steinbarger
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Re: "I'm not opening a gym, I'm opening a ......"

......a "Thunder Dome".
Rule #1: Crossfit. Zombies lead a very active life. So should you.
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Old 05-29-2009, 01:29 AM   #10
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Re: "I'm not opening a gym, I'm opening a ......"

Originally Posted by Everett Steinbarger View Post
......a "Thunder Dome".

"Welcome to the Thunder Dome, b****!"
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