Partnerships with Local Businesses

When the CorePower manager showed up at CrossFit Infernal one day, Andrew Woolfe was ready.

“At that time, we had been looking to bring in a yoga instructor, or find a way to introduce yoga into our community,” said the owner of the Box located in Chandler, Arizona. “It was the perfect opportunity for us to be able to one, offer our members yoga – it would just be one additional thing to add to our membership base – but I thought it was a cool opportunity to introduce some yoga members to CrossFit as well.”

Members of the yoga studio get four free CrossFit classes a month, and vice-versa for CrossFit Infernal’s members. Woolfe said it’s just another thing for members to do together, as well as benefiting their training.

At Widespread CrossFit in Broomfield, Colorado, they too partner with CorePower Yoga. Kari Kirkendall, the events and media director at the Box, said they partner with the studio to put on a quarterly event called WODasana. For 45 minutes, they workout at Widespread and then they head over to the yoga studio located in the same business complex for 45 minutes of recovery yoga. Last time, the event completely sold out.

But for Widespread, the local partnerships don’t stop with CorePower. From having their logo next to healthy food options on local restaurant Exchange Tavern’s menu, to partnering with companies like Eating Primal and Elements Massage, Kirkendall said they look for people with the same passion of improving lives. “We really just want to help promote as many businesses within the community, knowing they’ll promote us back,” she said.

Partnerships, however, can come in all shapes and sizes. CrossFit Beautiful Disaster in Kissimmee, Florida, has partnered with Montessori Way School this past year. Once a week, Jason Nieves, a co-owner of the gym, teaches a P.E. class, instructing kids from first to sixth grade. It’s been a great way to get their name out, he said, even mentioning how a few kids from the school signed up for a spring break camp the Box held.

Eva Griffin, another co-owner of CrossFit Beautiful Disaster, said the key to working with Montessori Way School has been to learn policies and how they talk to the students so Nieves can follow the same protocols. Plus, by teaching a class during the school day – versus an after school program – Griffin said they didn’t have to try and sell the parents. Instead, Nieves explained kids now go home, talking up CrossFit to their parents all on their own.

Partnering can even be one-off gigs. Nieves explained how they’ve Facebook Lived in local businesses so their members can see what’s offered, and in hopes the business will post back. Or, they’ve got involved in 5Ks and a church’s “Trunk or Treat” event, setting up tents and small workouts to get people interested.

In fact, building relationships is really the key in partnerships, said Kirkendall. She urged Affiliates to look for people or businesses that fit your mission and vision. Then go from there. “I would give that advice to not just make it about business; make it personal with your partners, and I think that is the key to a really lasting successful partnership between the two,” she said.

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