5 Reasons to get STRONG

By | Weekly Website Audits | No Comments

Fitness trends come and go and most fall to the wayside for good reason.

Most programs fail to produce consistent results. It’s a wonder why so many folks stray away from what is tried and true when it comes to exercise programs?

“The rule is: the basics are the basic, and you can’t beat the basics.” -Charles Poliquin

Despite what your goals may be, every individual can benefit from physical resistance training. Not only that, but the health benefits extend far beyond your short term fitness goals. Regardless of why you train, let’s take a look at some of the reasons you should incorporate strength training into your fitness regimen.

1. Training for strength produces results.

Whatever your goals, muscle will help you get there. Some companies in the fitness industry has made a fortune around buzzwords like “tone”, “lift”, and “sculpt.” The problem is there’s no way to measure those loose terms. If you want to change your body composition there is only the ability to gain or lose muscle while simultaneously gaining or losing fat. If you are looking for the most efficient way to do make a change then strength training is your best option.

Strength training, or physical resistance training, can be defined as a type of physical exercise specializing in the use of resistance to induce muscular contraction which builds the strength, anaerobic endurance, and size of skeletal muscles. When you gain muscle you increase your bodies basal metabolism (the amount of calories you burn each day before factoring in physical activity). It’s kind of like putting a bigger engine in a car. The car is capable of moving faster or pulling a heavier load (more muscle), but it also uses more fuel (fat) whether it’s cruising down the freeway or idling in the driveway. Strength training helps us “tone” through this muscle gain/fat loss trade.

2. “You can’t manage what you can’t measure.” -Peter Drucker

Training for strength provides a clear path for success. You can set training goals that are specific, measurable, and produce desired outcomes. A good coach will help you design a plan towards these goals with checkpoints along the way. Your strength training program is a road map to success with clear directions. Sets, reps, and weights lifted safely through the full range of motion are the signals that you’re on track. Many people find that a more detailed plan helps them stay motivated as they experience progress.

3. Age gracefully with more muscle mass.

As we get older strength training is one of the most important things we can do for our health. Physical independence is a key factor in a great quality of life.

A comprehensive study of strength training has been proven to:

  • Improve motor function
  • Lower resting heart rate
  • Increase stamina
  • Prevent sarcopenia (age related muscle loss)
  • Improve bone mineral density
  • Prevent and help rehab injuries

Functional strength training will be an asset in daily life too. From picking up grandchildren or bags of groceries to climbing stairs with confidence.

4. You’ll experience epic brain gains.

Did you know that lifting weights can strengthen your brain just as much as it does your body?
Dr. Yorgi Mavros from the University of Sydney has found that high‐intensity physical resistance training (PRT) results in significant improvements in cognitive function, muscle strength, and aerobic capacity in older adults with mild cognitive impairment. Adults who followed a resistance training routine in addition to cognitive training performed significantly better than control groups on a series of mental tests. A couple key factors to note:

The participants exercised 2x/ week working to at least 80% of their peak strength.
The benefits lasted one year after the exercise prescription had ended.

What does that mean? According to Yorgi, “The stronger people became, the greater the benefit for their brain.” Let that sink in for a minute. You actually grow your brain by training to become stronger! It makes me wonder if Einstein developed his Theory of Relativity in between heavy sets of back squats…

5. Strong moms have healthy babies.

During pregnancy, the question always arises of what does fitness look like for this stage of life? With so much on the line, it’s important to consult with a doctor before beginning any fitness routine. Luckily, there is a tremendous amount to be gained by incorporating a strength training routine under normal circumstances. Resistance training can help alleviate symptoms and improve health outcomes for the mother and child. According to the Mayo Clinic, women who follow a consistent strength training routine during pregnancy can experience:

  • Reduce backaches, constipation, bloating and swelling
  • Boosted mood and energy levels
  • Better sleep
  • Prevent excess weight gain
  • Maintain levels of muscle strength and endurance
  • Reduced incidence of gestational diabetes

Not only that but women who train during pregnancy report enhanced body image and better psychological well-being!

We would love to help you live a healthy strong life. Schedule a Free Consult to learn more.

How To Tell If Your Member Experience *Really* Matters To You

By | Building Community, Business Help, Culture, How To, Julie Weldon, Leadership | No Comments

This month in Hub, we are hyper focused on Branding and Delivering an Exceptional Client Experience. How people feel when they sign up, come in, and use your gym are all key factors in your success. If you’re not paying attention to this, they most likely won’t stick around for the long term.


If asked today, would your members and staff say they are “known” by you?

Do you take purposeful time out of your day to enter into theirs? Do you recognize special days or events in their lives? Do you celebrate when they are celebrating? Do you know when they are struggling, and why?

The majority of gyms pride themselves on their “community feel”. But, what does that actually mean?

Does every member feel this community, or is it just a core crew that is really connected? Do you have special things in place that make people – all your members – feel like they belong to something greater and bigger than themselves?

In a survey we conducted, 80% of gym owners said what they thought their members valued most is community.

More than coaches and their expertise, almost two times as much as programming, and six times as much as low membership fees.

So, if this is so important to your members, what is your strategy for making sure good, true community is happening for every person who walks through your door?

There are 4 levels of engagement we can tap into with both our staff and members:

No engagement – Just let them find their own way. The “if we build it, they will come” mentality. Birthday? Have no idea when it even is. This is not a super common approach in the CrossFit world.

Automated engagement– Not personal at all, but the thought is there. In a world where way too much is automated, people want/hope for more. Let the CRM handle the birthday wishes, where everyone gets the same “Gym XYZ wishes you a happy birthday”.

Personal engagement– You know everyone by name. You generally remember things that matter. Your birthday wish is handwritten, but it’s simply something like “Happy Birthday, Mary!”

Intimate engagement– Your door is always open. You are approachable. You remember details about important events. You take the time to tell individuals exactly why you appreciate them and make specific moves to invest in their success. Your birthday wish lists out the reasons why you are thankful they are on this planet and how their life makes a difference in yours.

Which level would you want if you were on the receiving end? I can tell you, the ones who give level 4 engagement are the ones who make the biggest difference in someone’s day.

Where does your gym land in how you are engaging on a daily basis?

Sure, it’s a lot of work to constantly land in the levels of #3 and #4, but the investment of your time and care will pay dividends. It doesn’t have to be just you. Train your team to engage on the deeper levels.

Here are a couple of examples of gym owners going the extra mile to create a place where folks belong:
The HillKC, owned by Matt Scanlon, has set up a system that has enabled his Member Experience Specialist to create a Trainer/Member board where they have a featured athlete of the month and people can leave encouragement. Their people love it.

Ashley Bascu, owner of  CrossFit 317, has scheduled individual goal setting sessions with each of her members. It has given her 1-on-1 time to get to know each member a little bit better. Because she listens to their desires, needs and concerns, she is able to recommend additional specialty services- nutrition, skill session, Oly, etc. – that can help them reach their goals. In her gym, they have a goals board and the individuals aren’t able to write their goals on it until they sit down for a session. A win-win for everyone.

We challenge you to use these examples to motivate your thinking of how you can create an even more engaging environment. People want to get fit, but what they really want is someone to notice and care. You have the unique privilege to be that person today in your staff and members lives.

The gym owners who go the extra mile are the ones who are remembered.


Join us May 4-6th at our upcoming weekend business seminar in Park City, UT for weekend packed with tools and resources to take your gym to the next level and reach your goals.

Not just talk and motivation though, you’ll leave with an actionable plan! If you’re ready to reach a new level of success, or you’re stuck, this will be a weekend not to be missed! Our whole 321GoProject team will be there, ready to invest in your success!!

Is CrossFit All You Want To Offer? Rebranding Yourself.

By | Branding, Branding & Website Advice, Business Help, Don Moss, Marketing | No Comments

This month in Hub, our theme is Rebranding and the Client Experience. All month with our Hubsters, we are focused on what it looks like to go through the process of rebranding, and what it looks like to offer members an experience they want to keep coming back for.

In light of that, Don Moss, one of our amazing 321Go Business Coaches shares his thoughts in this blog post about whether or not you should rebrand yourself.

From Don…

If you own a CrossFit box, there was very likely “The Moment” when you knew you were in love with CrossFit as an exercise methodology, wanted to share it with as many people as you could, and possibly even make a living at it.  

You love CrossFit and you want everyone to share your passion for it.  

But is it the only way to get fit and should it be the only thing your gym offers?  


The discussion of boxes rebranding themselves as “Fitness” or “Athletic” or “Training” facilities grows louder and more common all the time.

That’s because owners who have been in business for a while realize that the world at large doesn’t only want CrossFit, despite what owners hope for.  

The term “CrossFit” has an inherent intimidation factor associated with it. Images of shredded CrossFit athletes doing amazing things are everywhere.

This can be an immediate mental roadblock for the vast majority of those who don’t feel like they’re ready for the level of intensity they see before them. 

Certainly, you can help diminish this perception through “Beginners Welcome” in all your marketing and images and testimonials of normal athletes at your box just working towards achieving a higher level of fitness. However, the broader you cast your net (additional programs and services), the greater chance you have of catching something (members).  

If you’re a potential member and you go searching for a new fitness home, what would be more enticing… a facility that only offers CrossFit or a gym where CrossFit is but one of several options?

Opening your doors to those looking for personal training, nutrition, bootcamp, Olympic Weightlifting and other specialized programs immediately increases the likelihood that someone will find a program at your facility that is tuned in – at least in their minds – to their goals.  

This is by no means a call to lose your CrossFit affiliation.  

CrossFit is a highly effective exercise program that has, and will change the lives of hundreds of thousands of people around the world.  But consider making CrossFit just the crown jewel in a crown of multiple exercise programs, all with their own following.

Boxes that have rebranded as fitness, training, athletic or other types of facilities commonly notice an increase in traffic because they’ve opened their appeal to a greater portion of their general community.  

Prospects are more likely to reach out and/or walk in knowing that a “high intensity” program such as CrossFit isn’t the only option you offer.

Then, as your new member becomes involved in the community and sees your CrossFit community, they can start to realize that at its core, CrossFit is about fitness surrounded by support, motivation and inclusion… not who beat who and how bad you hurt. The conversion from one program to CrossFit after a period of time could be significant.

So, now you’re intrigued about the prospect of rebranding. What do you do?  

  1. Check out the “Rebranding Your Gym” section of the Hot Gym Owner Topic Questions in The Hub. There is some great, detailed discussion in there about rebranding your gym and it will help give you a better perspective on the journey.
  2. Ensure you’re offering multiple services, e.g. nutrition, personal training, bootcamp, specialized programs. Remember, offering multiple services is best handled by having multiple staff (don’t jump on the burnout train and try and do it yourself, please).
  3. Consider rebranding yourself as a Fitness or Athletic or Training facility.  You can even be a “XXX Fitness: Home of CrossFit XXX” to keep waving the CF flag loud and proud while still offering more in your name and brand.
  4. Market your gym and it’s programs accordingly. Highlight all of your services in your marketing – both internal and external.

Finally, rebranding your gym is a big decision and, like all good things, it’s something that will take some work to accomplish. 

Don’t enter into it lightly. Know that, in order to do it right, there are a whole host of factors you need to consider…. much more than just changing your logo. Hire a marketing expert who has experience with rebranding CrossFit gyms specifically who can help you make sure everything is covered. We’ve done this for many gyms and would be happy to have a conversation about how we can help. To schedule a call, click here 

If you want to broaden your gyms appeal to a larger portion of your surrounding community and earn the members and revenue associated with it, it may well be worth it.  

Check out Hub – the affordable, online resource designed exclusively with gym owners in mind.