CrossFit’s affiliate numbers are nonetheless one thing to envy.
Final up to date on October 18th, 2024
Almost 25 years in, skeptics stay satisfied that CrossFit is only a fad. That it has a shelf life. That it has, or will, lose momentum.
However the knowledge doesn’t lie. And up to date knowledge put out by the favored health club administration and CRM software program firm PushPress means that CrossFit is “outperforming the competitors,” in line with PushPress founder Dan Uyemura.
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The Particulars
PushPress knowledge, which analyzed 3,500 gyms — 50 p.c of which have been CrossFit gyms — confirmed that between January 2023 and September 2024, CrossFit had extra new members enroll than non-CrossFit gyms.
- “CrossFit received 18 out of the 21 months,” Uyemura stated.
Extra particularly, CrossFit gyms picked up a median of eight to 9 members per 30 days, whereas different forms of gyms scooped up a median of seven to eight.
January 2024 noticed essentially the most new members, with CrossFit gyms gaining a median of 11 new members.
Additional, Uyemura stated CrossFit can also be main different forms of gyms to various levels on the subject of different key metrics, reminiscent of common size of engagement (shopper retention) and common income per member.
- “CrossFit health club house owners are in the direction of the forefront of enterprise maturity,” Uyemura added.
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Whereas it won’t have as many associates because it did at its peak in 2018 when it hit 15,000 affiliates, there are nonetheless more than 12,000 CrossFit gyms in the world in 146 international locations, in line with CrossFit. It’s protected to say that it’s greater than a fad.
Uyemura added: “The info tells a transparent story: CrossFit associates are persistently outperforming non-affiliates throughout key enterprise metrics. This isn’t about hype or developments. It’s about measurable, sustained success within the health business.”
What CrossFit CMO Jenna Hauca stated: “We proceed to put money into advertising and marketing and media enhancements to drive constructive model notion and top-of-funnel curiosity from potential new members. The PushPress knowledge leads us to imagine that these efforts are working and observe with what we’re seeing in the neighborhood and listening to from our affiliate house owners. After all, there’s nonetheless loads of work to be performed, however we really feel assured we’re heading in the right direction.”
Will This Development Proceed?
Although the 2024 knowledge appears good for CrossFit, issues nonetheless really feel out of kinds in our neighborhood after competitor Lazar Đukić tragically died in the course of the first occasion of the 2024 CrossFit Video games.
- His dying has led athletes and coaches to demand change from CrossFit LLC.
With the investigation into Dukic’s dying nonetheless ongoing, it looks like CrossFit is sort of in a holding sample. Whether or not this apprehension will trickle right down to the affiliate degree — particularly to their means to draw and retain members — isn’t clear.
That stated, CrossFit isn’t unfamiliar with controversy, and when controversy hits, the neighborhood at all times appears to have the ability to climate the storm.
Keep in mind 2020 when lots of of associates threatened to de-affiliate from CrossFit after founder Greg Glassman put himself under fire and finally resigned from the corporate?
In the long run, a lot of the threats ended up being simply that: threats.
On this sense, CrossFit and its neighborhood of followers are loyal. They’re loyal to the methodology and their associates. So, regardless of what’s taking place on the sport degree, we predict Uyemura will proceed to be right in 2025: “CrossFit will not be going away.”
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Featured picture: @crossfit845 / Instagram