Crossfit: Fitness and Social Media

A few weeks ago I listened to marketing/business guru Seth Godin’s free audiobook version of his new book, Tribes. He describes the unique opportunities to lead the groups of connected people, or tribes, that the internet and social media help create. The book is short, motivational, and filled with a colorful, yet disparate group of case studies.

A big, silly grin spread across my face when he mentioned one case study: Crossfit.

I first discovered Crossfit in early 2007, when I was working as a personal trainer. In the following days, weeks, and months, it changed the way that I thought about fitness, group interaction, and business models.

Each day, thousands of Crossfitters visit the website to discover the workout of the day, or WOD. This workout is posted by sports scientist and former gymnist, ‘Coach’ Greg Glassman. The workouts are brief, amazingly intense, competitive and highly effective. And free.

There is always a competitive aspect to the WOD. It is almost always related to time. Here is a classic example:

“Helen”

Three rounds for time:
Run 400 meters
1 1/2 pood Kettlebell X 21 swings (or 55 pound dumbbell swing)
12 Pull-ups

Post time to comments.

Watch the workout here.

Don’t know what a Kettlebell is? Not sure what a specific movement should look like? Want to learn about the history and theory behind Crossfit? Check out the extensive list of free, instructional videos.

Despite the brilliant theory, daring workouts, and loads of free content, Crossfit would not be what it is today without four little words: “Post time to comments.” This engages viewers to share their own experiences, turning a captive audience into an active one.

This is genius. Here’s why:

1. Free Content. Content is King, and Crossfit offers loads of free, quality content
2. Premium content. Crossfitters may choose to join their local affiliate gym, or become a trainer and start one of their own.
3. Community. Group interaction allows Crossfitters to develop a strong, personal bond to the brand.

That sounds great, but how does this monetize? With the recent downturn, this seems to be a problem with some of the social media startups. Glassman offers a certification for trainers who would like to gain a better understanding for Crossfit thoery, and proficiency in the movements used. These training seminars are sold out months in advance. Once certified, Crossfit trainers can affiliate their own gym with Crossfit, for an annual fee. According to a NY Times article from March 2008, there are over 650 Crossfit affiliate gyms worldwide.