CrossFit Goose Creek

CrossFit Goose Creek
Image courtesy of CrossFit Goose Creek

CrossFit Goose Creek is located in Franklin, Tennessee. It was founded in January 2019 after they started offering free classes in late 2018.

Business Breakdown:

  • 3,038 square feet
  • Average cost of membership is $149 for three classes and $179 for unlimited classes per week .
  • Currently there are five staff – Gray is full time, the other four part-time – with plans to hire more.

Owner Adam Gray shares about the business below:

Box Pro: Describe your business. What makes your Box unique/stand out from the rest? 

Adam Gray: CrossFit Goose Creek’s mission is to improve the health and happiness of people in the surrounding community by offering CrossFit and serving others. We have seen how CrossFit can change people’s lives and want to share it with as many people as we can.

Our Box is unique in that its set in a nicer retail area so we made design a higher priority. Dark colors and wood accent walls with all brand new equipment – that we plan on replacing each year – make the space unique.

BP: How did you get involved in CrossFit? What were your greatest challenges in opening your Box?

AG: I was doing a lot of traditional bodybuilding work but never wanted to try CrossFit, until I saw the CrossFit Games on TV.  In October 2012, I reached out to a local Box to get signed up and was immediately humbled by how difficult CrossFit is. I immediately realized if money was no issue, I would love to quit my corporate job to open up my own Box. Six years later, my wife Katie has been blessed enough in her real estate career that we decided to pull the trigger and proceed with the dream.

The biggest challenge I think was overcoming the amount of money it eventually took to open the Box. We definitely underestimated the buildout costs from initial rough estimates, and I think had we known the true cost before we started we might not have taken the leap. Fortunately, the area is a great spot and we have got a lot of great members to join.

BP: How would you describe yourself as an Affiliate? What makes you as a person unique? 

AG: We are an Affiliate that is after health and longevity. We want to play and be active not only with our kids but also our grandkids someday. Our member average age is 36 and the majority have children, so the typical goals are look good, feel good and keep up with the kids.

I think I may be the only current/former actuary that owns a CrossFit Box. In my former career as a retirement benefits consultant, I took six years of exams and over 3,000 study hours to attain my Fellowship in the Society of Actuaries and to become an enrolled actuary. The attention to detail required in my former life has prepared me to care about the little things at our Box that make the member experience great. 

BP: Who or what do you contribute your success to?

AG: God has blessed our family tremendously. Looking back at all of the twists and turns the process took, it’s easy to see God played a huge role in this adventure. I also spent the better part of two years prior to signing a lease listening to podcasts on my 30-minute commute to work on how to own and operate a Box/business. 

BP: What is one lesson you have learned that other Affiliates would find beneficial?

AG: For those that are starting a new Box, multiply the initial cost estimates for buildout by three until you get bids off of final drawings. Once you get the final architect plans, go out to multiple contractors for a bid.

For Affiliates currently in operation, pay close attention to the culture you are creating. Are you trying to create a positive training environment but consistently allow people to complain about things? Are you trying to hold your members to certain standards, but not holding your Coaches or yourself to the same standards? I think the culture is what keeps the members long term; the promise of elite fitness simply gets them through the door. 

BP: What is one program you do exceptionally well? Why?

AG: Group CrossFit classes. We utilize briefs that are given to Coaches through SugarWOD. We have procedures in place to give classes a consistent feel/structure, and it allows Coaches to focus more on cueing athletes and making classes fun. Group CrossFit classes will always be the focus of our Box because it produces the most efficient results for people looking to be healthy and push off the nursing home.

If able, please list the companies that you work closest with in the following areas:

  • Equipment: Everything is Rogue! Exception is Concept2 rowers. I’ve been a huge fan of Rogue since I started CrossFit, their equipment is topnotch and it looks great.
  • Software: SugarWOD, PushPress for member management, and Acuity Scheduling for personal training
  • Profit centers: We have a retail area with shirts and recovery drinks (Kill Cliff and FITAID). We will soon add food service as well through Paleo Works.
  • Website resources: WordPress and Divi theme

Heather is the editor for Box Pro Magazine. Contact her at