CrossFit AllStar is no longer considered a place of outsider activity. “We’re now the gym that is doing things that are being recognized and able to facilitate fitness for the entire community,” explained KC Stallsmith, the Affiliate of the Box in Waimea, Hawaii.
Stallsmith works hard to educate the surrounding community about her Box, and her techinques in doing so have evolved. “At this point, my biggest community outreach is just being featured in our local newspapers and online for all the good work that we’re doing,” she said. “I’m focusing less on just giving away CrossFit for free and focusing more on really doing things in the community and in the world that no one else has done or seen before.”
Through partnering with facilities and organizations, Stallsmith built a name for CrossFit AllStar in the community. For example, she has partnered with organizations like the Special Olympics and runs the Kupuna program, a fitness class for ages 80 and up.
“One thing that we try to do to communicate to our community is the multiple facets of how many programs we offer and how many different age groups that we can cater to and that CrossFit, in general, is universally scalable and that anyone can do it,” said Stallsmith.
Those programs and partnerships make AllStar different from the other gym down the street. And Jamie Gallagher, the owner of CrossFit Burke in Burke, Virginia, said educating the community on that difference is “invaluable” for your business, especially when people are looking at the price.
At Burke, Gallagher explained he and his staff, as well as the Box’s website, have a standard method they use to educate potential members. First, they talk about the value of their training. Second, Gallagher said they talk about the Box’s programs. Lastly, price is discussed. “Up front, it educates that potential client on who we are, what we stand for and what you can expect from us,” said Gallagher. “Providing that sort of input allows them to have context [about] why prices are what they are.”
Gallagher explained when people walk into his Box, there are typically two questions they ask: What’s your schedule? What are your rates? If he and his Coaches just handed potential members a piece of paper with prices, they would have no context for the numbers.
Stefan Cox, a co-owner of CrossFit Turbine in Carol Stream, Illinois, agreed with Burke. He explained the community needs to know the value of the product. More over, he said to never discount your product, because once you do, it’s hard to get people to pay full price. “Sell your products,” said Cox. “Show your service that they’re going to get, and that’s been huge for us.”
At Turbine, Cox doesn’t just get his staff involved when educating the community about his business. His members are involved, too. Whether through word of mouth or running 5Ks while wearing the Box’s branded gear, Cox said having members talk about his gym like the professional place of business it is helps educate the community about his Box.
“Our goal is to make our members advocates and educators of what CrossFit is,” said Cox. “We have raving fans in 100 percent of our membership. That’s a huge accomplishment.”
In fact, Cox ensures his members have tools beyond just knowledge about the Box. He gives members business cards to hand out in the local community. “By giving them the business cards, it allows them to make that short introduction, yet gives me the opportunity to talk to them in more depth about who we are, what we do,” he said.
At the end of the day, Cox noted it’s about having fun. And if you build a business of raving fans, your local community will be educated about your Box. “Finding great people to be part of your staff, by finding great people to be in your membership, it makes growing your business and being part of this business a great time,” said Cox. “That’s the beauty of what we’re creating.”