CrossFit Affiliates Increase By Nearly 1,400 in 2021, Home Office Plans to See Upward Curve Continue in 2022

CrossFit Affiliates Increase By Nearly 1,400 in 2021, Home Office Plans to See Upward Curve Continue in 2022
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Image source: Courtesy of CrossFit Hype

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As CrossFit gyms around the world buzz in the new year in hopes of a successful 2022, CrossFit Home Office already has plans to ensure another year of affiliate growth. While the fitness industry has seen huge success due to the pandemic, there has already been a rise in CrossFit affiliates.

why does it matter: Contrary to what has been happening to big gyms and other “boutique” fitness centers in the past year, CrossFit as a company appears to be heading in the right direction. Although places like Ontario, Canada are still facing closures and mandates within their gyms, affiliate growth nationwide has been a success.

  • We have grown around 1,400 subsidiaries since last year. This growth has been driven outside the US and it’s even crazier based on what happened with COVID and the restrictions, local municipalities don’t support small businesses financially, and that was just the relentless support our state managers gave, said Gary Gaines, general manager of global and international subsidiaries with CrossFit.

In numbers:

  • At the beginning of 2021, there were 9,400 CrossFit affiliates worldwide.
  • By the end of the year, the number of paying affiliates had increased by 1,400 to 10,800 before the New Year.
  • In total, however, the affiliations are closer to 12,500 which includes unpaid gyms such as affiliates in prisons and schools.

The Home Office remains silent about the 2022 goal of affiliations, but Gaines says they are looking to move beyond what CrossFit has ever been with no end to their growth in sight.

  • “The largest company that was in that paid group is about 11,715 Gaines said.
  • “We have a Northstar scale of impact on 100 million lives through CrossFit. It’s going to come through a number of different channels, but that’s our target state and that’s what we wake up to every day to try and get close to that milestone,” Gaines continued.

With subsidiaries growing at the forefront of HQ, they have a team that has strategized to target specific markets where they see potential growth.

  • “For the first time, there was a level 1 employee in Nairobi And it was packed. “We had 22 locations and we sold 22 locations in Nairobi,” said Daniel Chaffee, COO of GYM international with CrossFit.
  • “There are only two gyms in all of Kenya Which came because we had boots on the ground in Africa that said there might be an opportunity here, and then we talked to education to see if we could hire him, so we do that and every month there’s a new location whether it’s in the US or outside the US, there New locations where we are recruiting Tier 1 seminars in order to develop CrossFit.”

Outside of Africa, CrossFit targets four markets where they haven’t seen organic growth and development as they’ve seen in other parts of the world – but they have a huge population and the potential to see expansion into CrossFit affiliates. Those markets include China, Russia, India and Japan.

  • “We have another strategy outside our basic strategy trying to penetrate those markets. “China is an incredibly big country with a lot of people and when they’re stubborn and focused on something, it takes off, and we want to capitalize on that,” Shafee said.
  • CrossFit also recently appointed a new Chief Marketing Officer That is working on strategies to reach individuals who may not yet know what CrossFit is.
  • And as we can all agree – Once someone drinks CrossFit Koolaid – it never stops.
  • “This community is stronger than it has ever been, The past year has proven that we are…as committed as we have ever been to providing them with resources and helping them open their doors and we feel very confident about the year ahead,” concluded Gaines.

The Big Picture: With numbers showing that the past 12 months have been a successful year for affiliate growth, there is still a great deal of uncertainty about what could happen given the ongoing pandemic. The good news? We have to be out of the woods with the worst of it all, and this new leadership team at HQ has so far proven that they can steer this ship in the right direction.

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