How Does Australia Get Fans to Show Up for CrossFit Events?

December 13, 2022 by
Photo Credit: Down Under Championship(@downunderchampionship)

Australia’s major off-season event, the Down Under Championship, was held November 18-21. We saw record-breaking ticket sales and big name athletes in attendance, both on and off the competition floor. How did the Down Under Championship pull it off? 

Ticket Pricing Sweet Spot

Finding that sweet spot when it comes to ticket pricing for a major event like the Down Under Championship is a balancing act. Andreas Gloor, Event Director for the Down Under Championship in Wollongong, Australia explains: 

  • “It was definitely risky. Off the back of COVID (the cost of) everything has gone up. We wanted to make sure that it (ticket pricing) was accessible, but also viable for us. We’ve had significant bills and costs come in; bringing international athletes out, making sure there is a healthy prize pool as well, but we didn’t want to over-price it.”

It was important for Gloor and the Down Under Championship organizing team to get ticket pricing right. “What we’ve seen in Europe… and in North America in some of these events where they’re struggling, that made us very nervous,” Gloor explains. 

Gloor took a risk and it paid off, with the Gold Reserve Tickets, retailing at $90USD ($135AUD) for a three-day pass, selling out in less than 72 hours after their release. This surge in ticket sales showed just how hungry the Australian CrossFit community is for major CrossFit events like the Down Under Championship.

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