What Is CrossFit? What Makes it Different from Other Fitness Companies?

Aug 27

Yesterday, I was on a call with other CrossFit affiliate owners, the new CEO of CrossFit, Bruce Edwards, as well as other key people from CrossFit HQ. On this call, they discussed the direction of CrossFit. For some of you that have been in CrossFit for several years, you know that a few years ago, the future for CrossFit was up in the air and really until here recently.

I was asked the question a few days ago how I felt about the direction of CrossFit and the brand. If you would've asked me a year ago, I would've answered, "I'm not sure," but from the positive shift I've seen from HQ since Bruce was named CEO, I feel optimistic. This shift has been put back on highlighting the 99% of CrossFitters out there and the affiliates that house them—which is you guys. While the CrossFit Games highlights the best of the best to ever do it, those athletes are only a percentage of a percentage of those that make up the CrossFit community across the globe.

So, what is CrossFit as a brand and what makes it different?

CrossFit is a belief system disguised as a fitness company.
The belief: "People are capable of more than they think."
CrossFit exists to teach people how to do hard things and we do not water it down.
CrossFit has standards and we don't lower the bar to make it easier to reach, we teach people how to reach it.
It is proven methodology that defined fitness over 25 years ago. It is more than just a style of workouts — its education, accountability, nutrition support, etc.

What is the vision for CrossFit?

A world where fitness is the default, not the exception. We have 3 standards that support this vision:

Results: measurable, repeatable (no guessing)
Virtuosity: doing the common uncommonly well
Service: supporting you guys and giving you the best hour of your day when you come in

To close, while F45, Burn Bootcamps, and other fitness brands may have similar values, they're all missing some piece of the puzzle. CrossFit is not just a fad. The methodology has been proven effective time and time again and for the brand, I feel more confident than ever.

"We differ by degree, not kind."