Top Profit Centers to Consider


There are multiple ways to make a profit at your Box beyond memberships. Five Affiliates share five additional revenue streams that might just be a good fit for you. 

Nutrition Counseling at CrossFit Apogee

  • Who: Don Moss, owner of CrossFit Apogee
  • What: Nutrition counseling
  • How: Either in a single one-hour session, or multiple one-hour sessions, depending on the member’s need. Using MyFitnessPal, Moss will help clients set goals and utilize the app to track their progress. He also has Cater Me Fit as a meal service option for those in his Box.
  • Why: By offering that nutritional aspect, “it’s another step in building your relationship with your athlete,” said Moss.
  • Further Tips: Make sure to offer a formalized program so that, though individualized, the process is the same for each person (i.e. they use MyFitnessPal, have before and after photos, etc.).  Consider having an outside nutrition consultant run the program, as this will help the workload at your Box.

Dropping in with Beer City CrossFit

  • Who: Abby McDonnell, co-owner of Beer City CrossFit
  • What: Drop-ins
  • How: At Beer City, the drop-in rate is either $15 per class, or free with a $20 shirt. The Box gets about five drop-ins a week.
  • Why: McDonnell explained drop-ins typically have a higher rate of social media posting than her local Box members. If they post about the gym on Facebook or Yelp, it can increase the local reach of the Box and help future drop-ins find them. Plus, free marketing with the T-shirts they wear is also a benefit.
  • Further Tips: Non-experienced CrossFitters are not allowed to drop-in due to safety concerns.  Have drop-ins show up 15 minutes early to sign the waiver and become familiar with how things are run at the gym.  Treat drop-ins like you would your members – with respect and attentiveness. “Drop-ins can make or break you when it comes to online reviews, and they paid for a class/shirt, so treat them that way,” said McDonnell.

Let’s Get Personal with Level 4 CrossFit Seattle

  • Who: Dave Werner, owner of Level 4 CrossFit Seattle
  • What: Personal training
  • How: Either the intro series or a long-term program based on an individual’s goals. It always starts with an assessment of a client, then developing a plan. As for pricing, it’s based off of hourly rates in the market of Seattle, and is on a sliding scale, meaning as a client commits to more training, it becomes less expensive.
  • Why: “Personal training helps us bring in clients who may otherwise have not joined, keep clients who may have otherwise left, provides more opportunity for Coaches to earn money, and creates better relationships with clients, helps clients achieve more, and challenges Coaches to learn more and improve their craft,” said Werner.
  • Further Tips: It’s time-consuming and expensive, but a trainer can earn good money.  Clients want and need an expert resource.

Shop Until You Drop with CrossFit Durham

  • Who: Dave Rubin, owner of CrossFit Durham
  • What: Pro shop
  • How: Sells T-shirts and tank tops to spread the brand. Carries brands like Stronger Faster Healthier, Fuel For Fire and Kill Cliff.
  • Why: Rubin explained the pro shop generates extra revenue, as well as gives athletes easy access to items that can help their training.
  • Further Tips: Keep it stocked with products your athletes want.  Have different sizes of T-shirts available.  Keep your offerings simple.  Price things correctly.

Talking Tech with CrossFit Illumine

  • Who: Brian Alexander, co-owner of CrossFit Illumine
  • What: Inbody Composition Scanner and Lifetick, a goal setting/tracking software
  • How: The scanner was used for two nutrition challenges Alexander held early in 2016, and is now used in the nutrition program at the Box. Lifetick is also implemented in the program, enabling Alexander to create weekly/monthly tasks that are automatically sent to the client.
  • Why: First, Alexander said the body composition scanner tells the whole story of the number on a scale. Plus, it and LifeTick take a lot of the guesswork out of fitness progression. And now members can set both short and long-term attainable goals.
  • Further Tips: Have a plan to pay for the body composition scanner. Alexander said he made his money back on it in the first two challenges he held. Affiliates can host challenges between multiple gyms or tie the scanner into their nutrition program.  Technology like this increases your professionalism. “It makes us look 100 times more professional that we can actually articulate why we’re doing what we’re doing, what’s happening to their bodies and how it’s going to help them,” said Alexander.

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