CrossFit Athletic Group

"You cannot be a slave of two masters... you cannot serve both God and money."

- one of them Bible verses, can't remember which off the top of my head

...........

Once the Harry Potter workout wrapped up I just sat in the gym by myself for about an hour in complete humility at the prospect of the overflowing love I felt from that session: I think we had 57 people (which set a Theme Workout record) and every single person in the building, parking lot, or out on the road running for the Azkaban Escape station was emphatically ours. Ours in the sense that the Champions Club belongs to them. Eventually I will stop trying to put sessions like this into words because if it was truly possible to encapsulate everything about an event like this with the English language, nobody would go to sporting events, concerts, family gatherings, or churches.

At any rate, while I was sitting there I asked God to help New Kids find their way to the Champions Club this school year if he thought we were ready for it...not for the sake of the Money Cup getting closer to filled, but so they we could continue producing the environment we had on Harry Potter as often as we can, the kind that we need for all our own individual reasons; just like that Dalton came in the next day, Chloe came in a day later... then came Joel, Sam, Jalen, Lawrence, Mrs. Moeller, Mike Doug, Marcel, and Ellyce.

"Ask and you will receive."

- same as above

...........

Man, I haven't been nudged to do a post like this in a minute. Nowadays ("everybody wanna talk like the got somethin' to say") most of my rip jobs tend to revolve around either my previous posts that haven't aged well or Vacation Sports; I used to do these often in the early years of the gym when I was desperate for attention and a desire to be viewed as a leader in the field, but I've since learned that I have enough problems of my own to fix before I start shouting about other people's. And yet, here we are: every December my insurance company sends me a year-in-review sort of thing, which I have never opened because Mrs. Carey and Chase and Johnny J weren't featured. For some reason I opened this one today and actually clicked on the articles. Whoa boy I feel a way... and I'm not really sure why now is the time I am inclined to get defensive, all I know is I'll try and limit the criticism to a few points for each article instead of ripping the entire thing apart.

Top 8 Strategies to Differentiate Your CrossFit Gym from Competitors

In the competitive world of CrossFit gyms, standing out is crucial for attracting and retaining members. With many gyms offering similar workouts and equipment, finding unique ways to differentiate your CrossFit gym can set you apart from the crowd.

Uh, we found it. No other gym has Mya. No other gym has Aaron Sexton. No other gym has Mrs. Carey. Therefore no other gym can offer what we do. Plus, if you are publishing the same article for (presumably) thousands of readers for follow, wouldn't that contradict the point about differentiating them?

The article then goes on to list 8 strategies, starting with a three-step process on how to "build a community," as if it was simple as making a Double Burger w/cheese. Please, for your own entertainment, ask Sap to share his feelings about Whimsical Wednesdays at work.

6. Leverage Technology for Better Member Engagement

Why It Matters

Utilizing technology can streamline operations, enhance member engagement, and provide valuable insights into member performance and satisfaction.

From my own eyes and from the testimonials of you guys, these exact effects happened when we stopped allowing FAPs in the gym.

7. Develop a Strong Online Presence

Why It Matters

A strong online presence helps attract new members and keeps current members informed and engaged. It’s also a powerful tool for building your gym’s brand and reputation.

I used to agree, but realize some time ago that I can't complain about social media and Who's Got Your Attention and internet influence if I'm contributing to the problem.

The last bullet is Offer Member Incentives and Rewards, and since the writer wants to appeal to the masses, another 3-point bullet system is used:

How to Implement Incentives and Rewards

• Referral Programs: Create referral programs that reward members for bringing in new clients, such as offering discounts, free classes, or exclusive merchandise.
• Loyalty Programs: Implement loyalty programs that reward members for their consistent attendance, participation in events, or achieving personal fitness milestones.
• Challenges and Competitions: Organize fitness challenges and competitions that offer participants prizes and recognition, fostering camaraderie and friendly competition.

Referral programs are a major, MAJOR conflict of interest: Chloe joining us in September because Aaron got a kickback from it is something I want absolutely no part of and about two steps removed from the method hotels and town houses use on teams and parents during Vacation Sports tournaments. As for Loyalty Programs... the rewards for being here as long as Shakes and Jay have are not eligible for standard procedures.

Top Amenities to Add to Your CrossFit Gym

Locker Rooms and Showers

While CrossFit focuses on intense, high-energy workouts, it’s important to consider members’ needs before and after their sessions. Locker rooms with clean, spacious showers are a must-have for any modern gym.

Not a must-have, but I wouldn't be opposed to having showers. No complaints.

Childcare Services

Offering childcare can be a game-changer for parents who want to prioritize their fitness without the stress of finding a babysitter. A designated, safe play area with a qualified staff member to watch children while their parents work out can make your gym more accessible to families. 

I am all about having a safe, secure, risk-free, supervised area for Rae to scare the bejeezus out of us.

Technology Integration

In today’s digital age, integrating technology into your gym can greatly enhance the member experience.

Not as much as eliminating the FAPs would.

Towel Service

A simple but effective amenity to add is towel service. Providing clean towels for members to use during and after their workouts adds a touch of luxury and convenience to your gym. Towel service can help keep the gym cleaner, as members won’t need to bring their own towels from home, reducing clutter and improving hygiene. This small detail can make a big difference in how professional and well-maintained your gym feels.

Soft Ass White People Shit.

Retail Shop

CrossFit enthusiasts are often passionate about their gear, and having a small retail shop where you sell branded apparel, shoes, water bottles, or supplements can add to your gym’s revenue. Members will appreciate being able to purchase items they need on-site, especially if they forget something at home or need a last-minute item.

"Hey Mr. Gjon you forgot your shoes at home? No biggie, just pay me 150 dollars and I got a size 10 right here for you."

I have been raised well in CrossFit.

...........

Chris Cooper was (still is, maybe?) a CrossFit gym owner from Canada I believe. I found out about him because he did a great interview with Coach Glassman some years back, a rare interview where the person asking questions doesn't continually interrupt with their opinion like we're here for them and not the subject. Chris Cooper nailed that one.

He currently runs a company called Two Brain Business, which helps gyms make more money. I should make a disclaimer here that I don't know him personally, never net him, and am probably vastly underemphasizing all the good work he does, especially with the special needs population. On my end, he comes on the radar because my insurance company includes his State of the Industry recap every year - a report in which he takes all the data from the gyms he works with and others on gym software platforms and gives his perspective.

State of the Industry Report for 2024

And here, finally, is where I get to the Money Cup part. Sort of.

First, it turns out I have been wrong, both on this site and in person, saying that the average CrossFit gym membership lasts 2-2.5 years. Turns out that was being very generous:

In 2023, the average length of client engagements [client retention] was 7.8 months worldwide. This year, this number jumped to 18.6 months in the United States and 23.7 months in Europe.

But what was very telling for me was the sentence that followed:

This is particularly notable because, according to the report, the average gym owner can earn an extra $45,000 a year simply by increasing their length of client engagement by two months.

Word!? That's why I want Ethan Hana and Mr. Coffee sticking around? So I can put more money in my pocket? Not because they need us? Not because our group needs them?

As I read on and on I found the root. The idea that all three articles seem to revolve around. The idea that, ultimately, prompted me to post on here and not just talk to Owen and Dillon and Mr. Ron about it.

• “The ultimate measure of the gym is going to be net owner benefit,” Cooper added.

Thus, to gym owners whose owner benefit isn’t yet at least $100,000 a year, getting there “has got to be your first focus,” he said. 

Dude. We are not in the same business.

You cannot serve both God and money. At least, I can't.

...........

The Money Cup is going to miss it's goal of $70,000 again. Let me make it very clear: That. Number. Means. Nothing. It's arbitrary. Made up. A nice, clean even number. Matter of fact, I might even restructure the graphic to better represent what is going on (read: ask Mr. Ron to do it for me so he can talk about something else besides his evening yogurt).

$50,000ish is about what it takes to keep this place running every year; I get to keep whatever goes over that. The expense has a chance of going up in 2025 because rent is going up, and CrossFit affiliation went up. Whatever. We'll figure it out. I can still buy groceries and pay the bills. I'll be fine. I'm learning on the fly here and in the process there have been many observations the past two years we've done this, but there is only one I think is worth sharing:

Every single person, in some degree, has forgot about their money contribution at one point or another. Yes, even you.

For someone that might mean they forgot to pay altogether, for someone else that might mean they forgot to bring a check today and will bring it tomorrow, or forgot to set up PayPal in the morning and did it in the afternoon. This is okay. I forgot to bring my rent check to Dave for December until the 5th, and this is literally the only freaking thing I do! Shame, Chris, shame.

The point of the Money Cup was, and still is, not to make money. It's to use money as a way to make our community better. Be open about it. Be flexible about it. Be honest about it. Be forgiving about it. Have a sense of humor about it. And, most importantly, work towards a thing where everyone contributes in a way that helps everyone else; the more you pay the less everyone else pays, and the more everyone else pays the less you have to. That is something I think would be sustainable without a head coach and owner in charge. The process of this experiment is more important that the findings.

Now on to more important things...

Let's have a good turnout Tuesday!