CrossFit. Built to spread, not to be owned.
CrossFit built one of the biggest fitness movements in the world, then found it was impossible to control.
THE GIST ON CROSSFIT: "The Ownership Problem"
How did CrossFit grow?
At its peak it had over 15,000 affiliated gyms worldwide. It grew by letting local owners run independent gyms under one name, the Affiliate Model: low cost, very strong communities, but very little central control.
What happened after the sale?
In 2020, after controversy around its founder, CrossFit was sold to a private equity group. Since then, affiliate numbers have fallen, growth has slowed, and owners have struggled to sell the business on.
Why is it hard to own?
The Affiliate Model is amazing for culture but very hard for ownership. HQ doesn't own the gyms, so it can't control the pricing or the experience. It earns licence fees from operators who can leave when the brand stops feeling worth it. Very resilient as a movement, very fragile as an asset. Some brands are built to be spread, not to be owned.
Local independent gym or big chain?
Your take. One tap, then see how everyone else voted.
Quick answers
How many gyms did CrossFit have at its peak?
Over 15,000 affiliates.
Why is the model fragile as an asset?
HQ cannot control pricing or experience, and operators can leave.
What is the trade-off?
A decentralised brand versus business scalability.
See you on the next one.
What should the next one be? Suggest a topic for Huw to explain
The conversation
Comments
Nothing here yet. Start the conversation: Huw reads every comment before it is published.
