Episode 85: Why Marketing Matters in COVID-19


While we are still in the thick of COVID-19, it’s never too early to begin planning ahead.

LASSO is a sales and marketing company, headed up by Sherman Merricks and Blake Ruff. Both own Affiliates and have been hit by COVID-19 as hard as the rest of the industry. But, they have learned a lot about what works in a virtual fitness class and why you need to still be marketing your gym.

Editor Heather Hartmann sat down with the co-founders of LASSO to discuss the lessons they’ve learned so far when it comes to a CrossFit gym’s response to the pandemic. They also share the importance of nurturing leads, offer up tips on marketing, and help owners think strategically now and for the future.

Take a listen, apply a tidbit to your virtual classes and begin thinking about how you can come out of this with a growing business.

Show Notes 

  • Merricks and Ruff’s responses in their businesses with the coronavirus. 
  • CrossFit Dash is reaching the wider community through this virtual freebie. 
  • Why energy in your virtual classes is the most important thing right now. 
  • The greatest challenge for Affiliate owners currently is… 
  • What is LASSO? 
  • Why you need to be marketing right now — and what that looks like. 
  • The importance of nurturing leads in the current state of unknown. 
  • What is key virtually to keep members sticking with you. 
  • Why Merrick thinks the industry will never remain 100% virtual. 
  • Additional ways each owner is showing value to members. 
  • Shout out to HSN Nutrition
  • Thinking ahead: How to be prepared for when COVID-19 ends. 
  • The importance of having a clear message. 
  • Who might be checking out your gym now and after this is over — and why. 
  • What specific well-being weakness the coronavirus has exposed. 
  • It’s time to have this strategy in place. 

Heather is the editor for Box Pro Magazine. Contact her at heather@peakemedia.com.