Two Gyms that are Rethinking the Affiliate Model

November 20, 2020 by
Courtesy of Invictus Boston

In 2001, CrossFit opened its first affiliate in Santa Cruz, CA. Since then, CrossFit has grown to more than 14,000 gyms in over 120 countries (at the high water mark, there were over 15,000). To give you some context, there are currently more CrossFit Gyms in the world than Dunkin Donuts. But perhaps the most surprising thing about the CrossFit affiliate model is that little has changed in the 19 years since CrossFit began.

Walk into your average CrossFit gym on a weekday night, and you’ll find that it doesn’t look that much different than it did ten years ago. Most CrossFit affiliates still employ part-time coaches and run 5-7 group fitness classes each day. While the athletes have gotten fitter, it seems the business model is still stuck in 2001.

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