Lights, Camera, Action: What You Need to Know About Video


A picture is worth a thousand words, but video can be priceless.

When you visit CrossFit RedZone’s website, the main page hosts a video. “We wanted to give people some insight on what it’s like inside CrossFit RedZone and no better way to do it, besides having people come in, would be just to have a video put out there,” said Kurt Kling, a co-owner of the Box in Newtown, Connecticut.

Plus, the video gives members a voice, said Chris Kling, the other co-owner of the Box. The brothers wanted to showcase their members and have a bigger impact than just posting a photo on social media. For instance, Chris explained if a member shares about RedZone with his or her friends, and those friends see that member in the video when visiting the gym’s website, it shows RedZone really does care about its athletes.

When Bruno Garcia first opened Da Factory CrossFit in Miami, Florida, a lot of people were skeptical of CrossFit. A video helped him break through that stereotype. “We created a video that had different kinds of people with different athletic fitness levels, and we made them all do a workout showing the audience outside that anybody can do this new CrossFit thing,” he said.

In fact, that first Da Factory video now has over 141,000 views on YouTube. Garcia said they’ve continued providing content, including movement instruction videos. All in all, he said it’s simply a medium to communicate with the outside world what your business is about.

When it comes to creating video content, Kurt explained it’s key to have a videographer that understands CrossFit. The first video they shot for the gym was of high quality, but they ended up not using it because it felt too staged.

When they brought in a fellow CrossFitter, he was able to capture RedZone’s essence. Chris said they gave him a tour of the facility and had a conversation about what exactly it was they wanted. “We told him the biggest thing we wanted to highlight was not as much the competitors or us entirely; we really wanted to focus on the athletes and the wide variety of athletes we have here,” said Chris. “That was the home point we really wanted to point out to him.”

From there, it was keeping the video real, honest and simple. Kurt said they wanted to make sure what people were seeing in the video was what they got when they walked through RedZone’s doors.

Simplicity is something Garcia echoed. He said to aim for videos that are 90 seconds or less in length, keeping them short and to the point. To get the videos out, share them via social media. Kurt takes 20-second clips of testimonials from their promo video and shares those online.

In terms of what you show, it all depends on your objective. Most importantly, just paint a picture of your business for outsiders to see. “If you own a Box, show the world out there what your Box is all about, whatever that is,” said Garcia.

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