Faster and More Effective Recovery for Your Business


An entire industry has evolved around supplements and various tools promoting faster recovery for athletes and fitness enthusiasts. And for good reasons:

Predictable recovery enables the athlete to follow through with their intended training schedule, even after very intense workouts, without increasing the risk of injury due to incomplete muscle recovery.

Faster recovery shortens the recovery interval, but also reduces Delayed Onset Muscle Soreness (DOMS), and therefore allows the athlete to return to exercise sooner. Potentially, training volume can then be increased safely without leading to overtraining or increasing an athlete’s chance for injury. The desired increase in performance can be achieved by minimizing commonly seen setbacks, and will thereby be more likely to meet CrossFit members’ and athletes’ expectations.

Recovery can be significantly improved by a mechanical massage before and after exercise. This can increase blood and lymphatic flow, helping to decrease swelling of musculature and soft tissues such as skin, fascia and ligaments. Some tools, clinically tested and FDA registered, have indeed demonstrated measurable improvements in blood flow/tissue perfusion. Thus, the use of such body tools before and after workouts makes sense. In addition, warming up muscles and soft tissues prior to exercise also improves joint proprioception (joint responsiveness/movement patterns) and mobility (range of motion). Although a reduction or elimination of muscular waste products, such as lactic acid through manual massage, has — to date — not been demonstrated in the scientific literature, it has yet to be studied using body tools. However, its positive effect on improving the physical and therefore emotional state of athletes is well recognized.

How does that translate into a good CrossFit business? When members physically recover faster and then ultimately feel better, they are likely to maintain more consistent workout schedules, keep up with class momentum and perhaps even sign up for additional sessions. As member satisfaction improves and becomes known to others outside of your Box, new member referral and recruitment are likely to improve.

Anticipating CrossFit members’ needs can make significant improvements in member retention and recruitment. By proactively showing members how to facilitate their recovery and by offering personalized recovery programs, athletes will feel supported and achieve better results.

Last, but not least, such a “personalized recovery program” could prove to be a valuable marketing tool. It could also be an opportunity to introduce direct sales of recovery tool merchandise at your Box.

Overall, it’s good for members and good for your CrossFit business.

By Marc M. Thomas, CEO and President of BellCore LLC. Contact Marc at 800.867.7414 or visit