However, disaffiliating from CrossFit isn’t simple. There are several areas to think about, as shared by Iron Roots Athlete on its Instagram:
In fact, branding is one of the largest pieces of the disaffiliating puzzle. Gyms need to ask if they’ve built a brand that can stand on its own.
According to dailymail.com, in January 2020 CrossFit was one of the top searched New Year’s resolutions on Google. That matters, explained Blake Ruff of LASSO, a sales and marketing company, when it comes to changing your business’ name. “Gyms will no longer have an SEO advantage and will be bundled into ‘gym near me,’” he shared.
And, Sherman Merricks of LASSO said the biggest question facing Affiliate owners now is how are they going to differentiate in one of the busiest markets?
It comes down to your website and if it speaks to your potential customer. Plus, you need an advertising strategy and a way to compete with the larger franchises, like Orangetheory Fitness.
Ruff said you must ask if your website does three things:
Merricks also suggested picking up a copy of “Marketing Made Simple” to help develop a sales funnel.
All in all, these are uncertain times. And every owner is asking the same question only they can answer for their brand. “Many gyms are at a pivotal point they never imagined would happen,” said Merricks. “The uncertainty of dropping the CrossFit brand, the foundation of their business — almost every gym owner is struggling with the idea of, ‘Should I separate from CrossFit?’”