CrossFit has organically grown into its own brand. How? CrossFitters love the lifestyle. The “lifestyle” itself defines CrossFit’s brand. A group of people in the community who share the same passions and intensity.
How do you as an affiliate owner reach the people in your local community who have yet to discover CrossFit? Those who are afraid to walk in your doors, because they think the WOD’s are too hard and also those who believe the globo-gym is the way to go. They spend hours refining their bicep curls, working on their max bench and reading the latest trends on the elliptical.
What will draw them to your box and keep them as a client? Affiliate owners know there is no way to compete on price against the local gyms, so you have to sell value. 321Go Project believes it all starts with your brand. Your value lies within your brand.
Establishing YOUR brand or better yet, the brand you would want to portray to your clients can be overwhelming. Have you ever even thought about it? What defines a brand: a logo, name, slogan, website, colors?
Your brand is the entire experience your prospective and current clients have at your CrossFit affiliate. It is not simply your logo, website, and print media.
For example, how long does it take for someone in your box to walk up and greet a newbie? Is the box clean? Are the trainers friendly or seemingly cocky? Is their a good vibe within the community? Do you start on time? Do you have information readily available? That potential client’s first impression of your affiliate will be the deciding factor on whether they will stick around or not.
All these are part of your overall brand. Yes, your logo, business cards, brochures, signs, social media, website and blog need to be designed well and marketed consistently, but they are only a part of the whole.
321Go Project takes pride in running a successful affiliate. Over the next few weeks, we will look more closely into what it requires to build a solid brand within your community, internally and externally. Our mission is to provide you with tips to help you establish your unique brand. We’ll ask some questions, so we can all continue to improve our quest to brand and build the best Crossfit affiliates we know how. Please post your questions/comments on what has worked for you, so others can learn from CrossFit’s incredible community.