COVID-19 Affiliate Advice: Take a Walk, Produce Content and Write a Letter

Image courtesy of CrossFit South Bend

As part of our ongoing Affiliate advice series, three more Affiliates share their best tips to keep afloat during the COVID-19 pandemic. 

Brandon Wilton
Owner and CEO of CrossFit South Bend

  1. Take care of your members. Engage with them. Help them. The goal is to keep consistent habits during this time, not to do unsustainable work and add stress on top of what is going on.
  2. Take care of your staff. If you are as lucky as I am, your staff has leaned into this with you to make the best of the situation. Check in with them often to avoid burnout. Have a plan as a leader and make sure everyone is on the same page. Keep them happy and let them know how much they are appreciated. Plan something to show your appreciation after this is all over.
  3. Take care of yourself. You can’t help your staff or members if you are stressed out. Keep your routine as consistent as you can. Have practices that keep your stress low. Focus on basic lifestyle habits. Get sleep, chew your food, drink enough water and move every day, ideally out in the sun, even if it is walking.
CrossFit South Bend

Jason Williams
Owner of CrossFit Hale
Managing Partner of CrossFit Thames

  1. Talk to every single one of your members every week. Use your Coaches to help you execute this. 
  2. Recognize you’re in a different business now.
  3. Produce content — blog/video/podcast — as much as possible with your spare time.

Dave Greene
Owner of CrossFit Spero

  1. Stay optimistic. You started your gym with a vision. While this may cause your vision to change, that isn’t necessarily a bad thing. This is an opportunity to hone skills and develop another service — remote coaching. Maintain a growth mindset.  
  2. Practice agility. The environment is changing rapidly. Develop plans, but you need to be agile and able to adapt to whatever situation or requirements come your way.
  3. You cannot over communicate during this time. Your clients need to hear from you because they don’t get to come and see you face to face right now. So, broadcast across all channels: social media, text, email and phone calls. I am in the process of hand-writing letters to all my members I had when we announced we were closing, especially the ones who canceled, some we had recently lost and prospects that were about to be engaged. When was the last time someone wrote you a hand-written letter?

Taylor Brown is a staff writer at Peake Media. Contact her at