In 2003 there were 13 CrossFit gyms in the United States. In 2016 there are now over 7,000 affiliates open in the US alone. How can your CrossFit stand out from the box 10 miles away? Besides great coaches and proper equipment there are many tactics CrossFit owners can do to improve their marketing efforts and bring new CrossFit athletes to their box.
Decide What Type of Customers Your CrossFit Attracts
Groupon, Living Social, and Gilt are great ways to bring new members into your box, but is this the best decision for your overall business strategy? Will these people use their membership and then “hop” to the next fitness Groupon deal they find? Will having many beginners detour more advanced athletes looking for advanced training and competition?
The question is simple. Should you market to CrossFit beginners or advanced athletes? Once this is decided many of your marketing efforts can be focused on attracting a specific potential new member.
Establish Partnerships Within The CrossFit Industry
Many of the CrossFit boxes and gyms we work with have tons of extra space in there box. Why not utilize this space to gain extra income? Partner up with a supplement company or fitness drink such as Kill Cliff or FitAid. Many companies will be more than happy to lend you a cooler or send free swag for your members.
Make Your CrossFit Box A Community
CrossFit is more than just a workout. CrossFit a challenge you take on with members during your workout. Create a community by hosting happy hours, holiday parties, birthday parties and fitness events at your box. One of my favorite CrossFit memories was a holiday party my box, CrossFit Hell’s Kitchen, put on. While usually there is an abundance of motivation to finish a WOD, this particular night was full of cheers for taking shots rather than completing those last 9 reps of Fran. Establishing a community will increase membership signups (let members invite friends to parties to show them just how fun you CrossFit is) and also increase member retention.
(2012 CrossFit Hell’s Kitchen Holiday Party)
Invest In A Good Website
You’ve got the newest computers on your concept2 and a new set of barbells fresh from Rogue. Show these items off to potential customers searching for a new CrossFit box to join. 81% of customers do research online before even considering to purchase. Don’t cut corners. Your website will usually be the first impression potential members will have with your CrossFit box and brand. Having a website that showcases pictures, testimonials, the daily WOD, and even a fitness blog will prove value to potential customers and entice them to learn more information or try a class. Slow, clunky, non-mobile optimized websites can also be frustrating to current members trying to look up the WOD or pay for their membership.
Create A Solid Content and SEO Strategy
Every year more and more people are searching for CrossFit on Google and more affiliates keep opening. It’s very important to stand out.
Investing in an SEO strategy will ensure that your box is found when people search for the keyword “crossfit” and variations. It’s great to have a beautiful website, but if you can’t be found in a competitive market, your competitors might sign up that member who would have been a perfect fit for your CrossFit community.