Industry

First Ever Latin American Affiliate Summit Held in Ecuador

October 11, 2022 by
Photo Credit: Gary Gaines (@ggaines19)
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Last weekend, a group of CrossFit executives, directors and team leads held the first ever Latin American Affiliate in Brazil.

One big thing: Prior to the pandemic, Brazil hosted the second largest number of CrossFit affiliates, after the United States. The pandemic wreaked havoc on the affiliate landscape there, but this summit gestures toward an increased investment by CrossFit HQ in the Latin American affiliate community.

Who attended: The entourage included new CrossFit CEO Don Faul, as well as:

  • Gary Gaines, General Manager of Affiliates and International
  • Daniel Chaffey, International Director for CrossFit
  • Ricardo Prudente, Country Manager for Brazil and Latin America Regional Manager
  • Tefy Escudero, CrossFit Latin American Country Manager
  • Marta Jurado, Assistant Country Manager for Latin America
  • Dave Castro, Advisor to the CEO for Affiliates 

The schedule of events: The team from CrossFit participated in several workouts and spent time at both Nativo CrossFit and Mirador CrossFit:

  • The goal of this gathering was “to support the effort of the affiliates in Latin America in the fight against chronic diseases and sedentarism.”
  • There were approximately 100 local gym owners and members in attendance.

What they’re saying: It was “incredible,” according to Gaines:

  • “First time we’ve been to a market outside of Brazil in South America. Attendees were very emotional in a good way. Themes were similar to Brazil–localization of products, pricing consideration for license fee and courses because of exchange rate volatility and marketing and storytelling produced by locals in their language.” 
  • “The level of passion was off the charts, making me very optimistic about the future. We’ve got a lot of work to do but am confident we can support and support quickly so we can all work towards our common goals of reaching millions more.”

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