Gearing Up your Box


If Harry Potter didn’t have his wand, if Robin Hood was without his bow, and if Rich Froning was lacking his Nanos, where would they be? Although every person mentioned is impressive singularly, each had gear to help him out. While your members might not need gear, they could very well benefit from certain pieces. As could you.

Offering shirts, socks and wrist wraps, Dave Rubin, the owner of CrossFit Durham, explained when deciding what to sell, four different factors are considered: needs of the athletes, wants of the athletes, the reputation and communication of vendors, and the ability to make a profit.

Jason Ackerman, the head Coach of CrossFit Redline in Naples, Florida said when it comes to deciding if they should continue selling a product, he asks several questions: How did it sell? How long did it take to sell? Is it worth the money made to order it again?

At CrossFit 460 in Blacksburg, Virginia, owner Velvet Minnick said she will decide what to sell based on the want and need of her athletes. “I don’t use pull-up grips, but a lot of our members will either use gymnastics or Natural Grips, and so we noticed just from the population using them that, ‘Oh, well if they’re going to be using Natural Grips they’ll eventually have to replace those, so we’ll make it easier,’ which is why we’re deciding to go with something like that,” she said.

Beyond the revenue aspect is the idea of promoting the Box. “Ultimately, the financial benefits are fairly minor in the grand scheme of our monthly revenue, but the value creating ‘walking billboards’ [out] of our proud athletes and visitors, as well as giving our athletes the tools they need to succeed, cannot be understated,” said Rubin.

Ackerman finds it’s his responsibility to offer gear to his members. “As Coaches and as ambassadors of this community, we want our members and our athletes to be able to do this well. To stay safe, to help them do better in the workouts. It’s just our way of allowing them to get their hands on this stuff and make them aware that maybe they do want this stuff,” said Ackerman.

Plus, not every member knows what’s out there. Minnick said that a lot of her members were entirely new to CrossFit when they first walked in her door. And few were educated on the variety of gear in the industry that could help them find success in CrossFit.

For example, Minnick explained it came as a surprise to some members that they could adjust jump ropes to their height. She said they also like to focus on educating members about hand care at the Box, and having products on hand to prevent rips and heal callouses, would be beneficial to sell.

Although Minnick is still figuring out the best way to sell gear like jump ropes, grips and wrist wraps, she is hoping to make it work in order to help her members grow.

“We feel like there’s a little opportunity, not only for the Box owners to make money, but [also] to just help guide [athletes] in the whole world of things that you could buy for CrossFit,” said Minnick.

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