How has Concept2 Stayed Relevant in CrossFit so Long?
In 2007, while at a fitness trade show in California, a guy limped up to a Concept2 employee and said, “Hey, I love your machine. I use it all the time. You probably haven’t heard of me before, but you will later.”
“And then he limped off,” said Greg Hammond, long-time Concept 2 marketing team member.
The guy was, of course, CrossFit founder Greg Glassman, and the short interaction at the trade show was the start of a 15-year relationship between CrossFit and Concept2, a company known primarily for their rowing machines.
When you look at the history of brands that have come and gone in the CrossFit community since its inception—from shoes to jump ropes—these 15 years shouldn’t be taken lightly. And when you consider that Rogue Fitness, a company that makes pretty much every piece of equipment a CrossFit athlete could need, hasn’t even tried to compete with Concept2—in fact, the Concept2 rowing machines are part of their inventory—it’s safe to say there’s something special about the timeless machine.
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