Octane CrossFit

“We Cure Type 2 Diabetes.”

You might know this phrase to correlate with Octane CrossFit, located in Phoenix, Arizona. In 2018, co-founder Regan Doele put this short sentence on a sign outside the gym. It caught a lot of attention, including Greg Glassman’s.

Since then, Doele sold the gym to Andrew Bowden. Below, Merideth Marsh, the manager and a Coach at the gym, dives into the business, sharing how it’s grown and evolved over the years.

Business Breakdown

• Opened in 2015
• 215 members 
• 4,725 square feet
• Average cost of membership is $150 per month
• Six staff members

Box Pro: What makes your Box unique/stand out from the rest? 

Merideth Marsh: Octane CrossFit is a fitness community built for the average person trying to win the daily battle of bettering their overall health. We strive to make fitness the absolute best part of your day, while also staying active in our community through fundraisers and in-house events.

BP: How did you get involved in CrossFit? What were your greatest challenges in opening the Box? 

MM: I got involved in CrossFit after college. I was a competitive skier throughout my entire childhood. Going to college I had no fitness routine and saw myself going down a bad path health wise. CrossFit was the perfect combination of skill and strength and challenged me in many different areas, so I immediately became addicted.

At the opening of the gym, Octane faced many challenges. The biggest challenge was how to market our community to the right like-minded individuals.

BP: How would you describe the Affiliate? What makes you as a person unique? 

MM: Diverse, inclusive and loving. We strive to meet everyone where they are with their particular fitness/health goals through our in-house programming — i.e., CrossFit, Horsepower, BODYSHOP — and nutritional support — Scratch Culinary Meal Prep, Nutrition Challenges. Outside the gym, we are continuing to create and support fun social events such as our Foodies Group, Hike/Run Group, Yoga & Wine, and Parks and Recs Projects. Our aim as an Affiliate is to be an active member of our local community in all aspects, not just fitness. 

Fun Fact: I was an FIS Ski racer until I was 25 years old. I went to the Junior Olympics seven times for all events — Slalom, GS, Super G and Downhill.

BP: Who or what do you contribute Octane’s success to? 

MM: Hard work of the entire staff and our community to make it the best place to be for the best hour — or more — of the day.

BP: What is one lesson you have learned that other Affiliates would find beneficial?  

MM: Even when times get tough, continue to push through. Put your head down and grind. Right when you are about to give up come some of the best wins and breakthroughs for an Affiliate. We were down to single- and double-digit bank accounts at one point, and now we have over 200 wonderful members.