Is Social Media Killing Your Gains?

November 18, 2021 by
Photo Credit: ready made (pexels.com/@readymade)

It’s no secret that CrossFit might be the most active sport on social media. 

The rise of CrossFit the sport was timed almost perfectly with the meteoric rise of Instagram and other social media platforms. And it’s a good fit. With limited traditional media coverage, niche sports like CrossFit face challenges in terms of creating visibility and attracting sponsors and fans. 

Social media represents a viable mechanism by which relationship marketing not only drives community involvement but corporate partnerships as well. Athletes benefit directly from engagement with fans and companies benefit by athletes creating organic extended relationships with customers. Generally, the athletes who are more active on social media benefit the most from this model.

It’s not just CrossFit that thrives on social media, more and more companies have pivoted away from traditional marketing strategies and are investing in social media marketing. This follows a trend of usage of course. 28.8% of the world’s 4.8 billion internet users are on Instagram. Their monthly user base is the same as the population of Europe and North America combined. The average person with internet access spends 2.5 hours a day on social media. There is big money to be made on these platforms.

Unsurprisingly, CrossFit athletes looking to support their training and lifestyle without working a full-time job spend a lot of time on social media and the value it adds to the income of athletes and enjoyment of the community is undeniable. We can assume that athletes spend the same amount of time or more on social media than the average person which begs the question, does it impact performance?

Probably.

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