CrossFit Reach

CrossFit Reach

CrossFit Reach located in Acton, Massachusetts, opened in 2011. Owner Robby Blanchard opens up the doors to his Box below, sharing its stats:

  • 300 members
  • 10,000 square feet
  • Average monthly cost of membership is $169
  • Eight staff members

Blanchard dives further into his business and what the outside Affiliate owner can learn from it:

Question 1: Describe your business. What makes your Box unique/stand out from the rest? 

One of the biggest things I think makes CrossFit Reach stand out from the rest of the Boxes is the people. I might be biased, but after consulting and visiting hundreds of Boxes, I have to say our community is second to none. When you come in you always feel welcome, everyone is supportive, and the atmosphere is always welcoming and good. 

Question 2: How did you get involved in CrossFit? What were your greatest challenges in opening your Box? 

I went to school for exercise and sports science, and my junior year in college I got certified as a personal trainer. Right after college I started to hear about CrossFit from a fellow trainer who encouraged me to go to the L1, but I said no because I couldn’t afford the $1,000. At the same time, I started a bootcamp business and a year later I finally had the money to take the course. After that, I was hooked.

Biggest obstacle was probably transitioning everyone in my boot camp to CrossFit. I had about 50 members in the boot camp and I was scared to death no one was going to stay after we converted into CrossFit. But thankfully everybody stayed and we haven’t looked back. 

Question 3: How would you describe yourself as an Affiliate? What makes you as a person unique (give us a fun fact or two)? 

When I created CrossFit Reach I had one goal in mind for every member: I wanted it to be their “third place.” I wanted every person to feel they have their home, their work and CrossFit Reach. That’s why we work hard, but we are not focused on the competitive side of CrossFit. We also preach to our members how important it is to embrace the long haul and train smart and safe. I think that mixed with the community is why members stay for years and only stop if they move. 

I’d say what makes me unique as a person is I’m extremely stubborn, and if I get something in my head I don’t stop until I accomplish it. 

Question 4: Who or what do you contribute your success to? 

I’d say one of my biggest mentors was probably Bedros Keuilian. He’s probably the original guy when it comes to marketing for fitness professionals, and he taught me so much from his books and videos. Now, we are actually very close friends. 

I’d also say my dad. He always pushed me to work hard and I’ve always wanted to make him proud. 

Question 5: What is one lesson you have learned that other Affiliates would find beneficial?  

Biggest lesson is treat your gym like a business. Too many Box owners don’t focus on the fundamentals of business, and that’s why they suffer and struggle. As a gym owner, it’s your duty and obligation to be successful because the more successful you are, the more people you are helping. They go hand in hand, so to not take your business seriously and make it successful is selfish. 

Question 6: What is one program you do exceptionally well? Why?

Our regular classes are run great. We have Dana who is our amazing manager here at Reach, along with all of our Coaches. I think the time and attention they put into the classes and members really sets us apart from other gyms. 

Finally, if able, please list the companies you work closest with in the following areas:

  • Equipment: Rogue Fitness, Concept 2, Assault
  • Software: Triib 
  • Profit centers: Ascent Protein, Noreast Custom Apparel 
  • Website resources: Level One Sites, Clickfunnels, Skipio
  • Functional accessories: Basketball Hoop 🙂 

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