[01:30] The current state of CrossFit HQ

[03:10] Who is CrossFit's real customer?

[05:24] Pick a lane: Education vs. Sport

[07:31] Why the CrossFit Games matter for brand visibility

[09:54] Storytelling is CrossFit’s biggest opportunity

[11:07] Lessons from F1, UFC, and other industries

[13:30] What CrossFit’s media strategy needs to focus on

[14:34] Supporting affiliates with media and business tools

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Nick Reyes: [00:00:00] CrossFit has a very unique problem. Welcome to the PushPress Podcast. 

Dan Uyemura: Where gym owners learn to dodge bad advice, crush the competition, and actually make money doing what they love. Let's get after it. 

Nick Reyes: Alright guys, welcome back. Dan, as always, who's sponsoring this episode? 

Dan Uyemura: Today's episode is sponsored by Ghosts.

For when you fly in to Orlando from Las Vegas, laying over in Chicago O'Hare on four hours of sleep. To record nine podcast episodes, Ghost. Let's go. Let's go. Let's 

Nick Reyes: go. All right. So, guys, I want to preface this episode, uh, by saying we're digging into something that As an outsider, it is absolutely impossible to know, uh, what forces any company is up against.

So, I want to unpack a little bit today, if Dan and I were stepping in as high level advisors [00:01:00] to CrossFit, or if we were running CrossFit, like basically, what would we do? And again, I'm going to say it just for the second time. Like this is entertainment and if you're, if you're not inside of a company, you really don't have any way of knowing, uh, what their team is up against, um, or.

Where their pressure points are at, how they're wired, how they're built, what their goals are, and everything else. And so, I think it's, uh, keep this, keep in mind it's entertainment. So, all that being said, I actually, from our conversations, like, I think, I think they've been doing some pretty, you know, decent work on moving things forward.

I think they're trying to address quality in gems, uh, first and foremost, right, by doing some requirements on level two with ruffled feathers or whatnot. But like, You know, what, what do you think about some of the things they've been working on so far? 

Dan Uyemura: I think we start with like, what's going good. 

Nick Reyes: Yeah.

Dan Uyemura: Right. From our vantage point, you know, from outside looking in, uh, I think current leadership [00:02:00] inherited probably a fireball, not just internally, but externally, or not just externally, but internal, like there's a lot to work on and affecting big change in large organizations is tough if you're not taking drastic measures.

Um, and, you know, through fate or whatever, like it's some of the stuff actually has gotten, you know, it wasn't their fault or maybe, I don't know, things have happened since that have made it harder, have made, have made their path harder, but that's business and that's what we sign up for. So, you know, no passes there.

Nick Reyes: Yep. 

Dan Uyemura: But I do see them making effort and strides in. Trying to add value to affiliates and listening to people and, you know, providing more value and let, you know, taking the feedback and making adjustments like the L2, were they perfect? Did it land with everybody? No, but these changes are being done as an attempt.

Nick Reyes: Yep. Yep. Absolutely. You can't say [00:03:00] that they're not trying to move the needle. And what I. Uh, I think is, you know, the, maybe the overarching theme for us to unpack, uh, and, and I don't think that they can, that, you know, most people talk about this, but I think CrossFit has a very unique problem, which is who is their customer?

And we talk about this at PushPress because we have the, we have the same dilemma, the same problem, uh, which is, you know, for CrossFit is, is their customer the affiliate owner? A lot of affiliate owners would say, yes, is the customer, the coach of the gym? A lot of coaches who went and got their level one, level two work at a gym and coach would say, yes, I'm their customer.

And if their customer is, is their customer the member and you know, the, the people who are consuming CrossFit, whether it's in an, at an affiliate, at their home gym, following CrossFit. com, what have you. And when you're trying to serve, I guess maybe you could [00:04:00] do a fourth one, which is like, is it the competitive athlete?

So point being when you're trying to serve that many different people. Across the all around the world that presents a hell of a problem to solve. That is a Rubik's cube that I don't envy. 

Dan Uyemura: Yeah. I mean, you could even in the, in the lens of being holistic about this, you can throw in is their customer, their partners, right?

Like there's a lot of people that they serve if you will. And I mean, shoot, you, you know, like. It's hard enough to serve one customer, you know, as then it is to serve five. Yeah, 

Nick Reyes: yeah, absolutely, absolutely. So, uh, you know, I think some of the, some of the biggest, you know, uh, maybe controversy controversy around where this surfaces is like.

Should they lean further into regionals and or the open the regionals the Games and bring back what it was in its glory days when it was in Carson and the stadiums were packed and you had to fly [00:05:00] out to regionals and all these different things, right? and that was the sport of CrossFit which is one side and I think it wrestles at times with like the The, maybe it's the education or it's the, um, 

Dan Uyemura: what is the product is what is the 

Nick Reyes: exactly what is the product that these customers are consuming, right?

And so, uh, any thoughts on sport for you? 

Dan Uyemura: I think just in general, you got to pick a lane. Yeah, just pick a lane and go with it. In my opinion, you could go one of two ways. Either your customer is the affiliate. And then your product is, I built business systems. I built business education. I built affiliate tools.

I built support systems. I built things to make affiliates successful, which could include the coaching aspect of it should include the coaching aspect of it. Or my customer is the end user. And in which case I would probably lean into sport and I would use kind of the idea [00:06:00] that. The more people you can get involved in a sport, the more support there will be for the training systems involved in the sport.

Basketball training camps and basketball, uh, clinics exist only because there's a shit ton of basketball players. 

Nick Reyes: Right. And the NBA doesn't host every basketball youth league around the entire country. They 

Dan Uyemura: host none of them. But, but Steph Curry might have his basketball camp. Correct. But, yes, like, the NBA is operating independent of the entire recreational Aspect of sport, but every single player that touches a basketball to some degree of passion probably follows the 

Nick Reyes: NBA.

Dan Uyemura: So they're tied. 

Nick Reyes: Yep. Right. Yep. No, that's a, that's, that's a great point. Uh, it's not up to us to determine which one it would be. Right. But like, I tend to think it's probably easier to license out sport and lean further into affiliate tools, education, some of those things. And [00:07:00] again, it's not me to tell CrossFit what to do.

Pick a lane, right? 

Dan Uyemura: Yeah, if it was, I mean I guess, it doesn't matter how sport is run, I think sport is required. 

Nick Reyes: I think it's, I think it's super freaking important. Yeah. Right, I've always thought of like, sport is your Ferrari. It is the proof of what can be. And I think it's really important for that to exist.

Again, Steph Curry is the Ferrari of basketball, just like Tia is for CrossFit. 

Dan Uyemura: Yeah, I mean, it's, it's this, I mean, I'm not a big car guy, but it's the same as like F1 or NASCAR, right? Like you, you, you literally have these circuits so that you can test engines to build consumer cars. Yep. You know, and to build the technology that ends up trickling down.

It's why we have the military. It's like all of these technologies start at something very aspirational and trickle their way down to, you know, common. And I think there's no way to attract people to [00:08:00] performance in the way that CrossFit Games can do that will drive people into the gym. Yep. Like it is just such a spectacle that is aspirational.

Absolutely. So that's my, that's my stance. Like that's, I'm, I feel, I know people think they should just get rid of it completely. I think that would be a folly. 

Nick Reyes: Yeah. Uh, again, my, my thought would be like license that out and then lean into, I think maybe the other side, which is the education side, the affiliate toolkit, you know, all of those things.

So that sport, you know, would persist through, you know, Wodapalooza is going on this weekend, right? Like there's, there will, there are entities that are already doing sport, right? So. Let them do sport and then you focus in on coaching education, right? Like making the in gym experience just absolutely amazing.

Dan Uyemura: Let me play devil's advocate to this and I'm just thinking off the top of my head here. If you did that, you risk losing CrossFit as CrossFit. Yeah. Meaning like, if CrossFit starts to be known as Wodapalooza, for whatever reason, then you've kind of lost, [00:09:00] like CrossFit is in this weird space where like, the sport is the activity, is the business.

Nick Reyes: I’m sure this is the friction being had within HQ. It would be my guess again, without knowing, you know, what those conversations are like inside their walls, but like, I could absolutely see this being a sticking point. 

Nick Reyes: Um, you know, and I think a big, big part of like the reason why we're recording this episode is because this isn't talked about typically, you know, I spend time on the, in the Facebook groups and in the Reddit forums and talking to affiliate owners and like.

You get, you get the members. I'm, I'm a member at a CrossFit affiliate still, right? And I, you hear the members like, want to see the Games, get back to what it was, right? And then like, you see the owners like, I want more support here. And the organization, I think it's unfair to ask them to serve. Five different clients, you know, so that's what that's ultimately what this conversation is about But I think you know, well if we talk about like, oh, maybe they you know, go this path where?

They did they were [00:10:00] to you know, license out the the Games and lean into affiliate support like I still think leaning into media Is a massive direction, right? We just did an entire podcast recording on like, uh, there was a piece in where we talked about storytelling and how important that is, gosh, CrossFit and telling the stories of.

Everyone in the range, which is what something CrossFit's done masterfully, in my opinion of like, show me the Vellners, the Tias, show me the Ferraris, right? Uh, preparing for the Games, but also show me the, the inspiring stories of the members who changed their freaking lives with the methodology. And then what's the middle ground is like, show me the coaches and their effort to help change lives.

Show me the owners and what a day in the owner's life is like. And you can tell that entire story to the world in a way where like a full swing. Uh, like a, like a, whatever the F1 [00:11:00] is on Netflix where it's like, oh, now I want to go consume that thing, because that storytelling 

Dan Uyemura: is top-notch. Yeah. You know, it's interesting.

I consider F1 to be somewhat of a fringe sport, like CrossFit is 

Nick Reyes: mm-hmm . 

Dan Uyemura: It's probably, I don't know who would have more fans, but I've talked to more than one person who are now F1 fans because they watch whatever TV show everyone. Yep. Okay, I've talked to more than two people now. Um, yeah, there's something to it.

Like, you buy into the storylines. Now you understand the why behind what's happening. You understand, like, what, how, how grueling, whatever it is that they're doing. Mm 

Nick Reyes: hmm. 

Dan Uyemura: And it drives more appreciation. The super interesting thing about CrossFit though, is you can go do it, you know, and like, if we want to look to a peer that is killing it in this realm, it's the MMA UFC world.

You know what I mean? Like I went to go see UFC 300. That's right. With, uh, Joe Tepe, the strip CrossFit. He took me and, uh, thank you, Joe. And, um, [00:12:00] I left inspired. Like I want to learn. Jiu Jitsu, I still haven't, it's been like half a year, but you know, it's still in the back of my mind kicking around like, I saw this, I can go join a gym that will teach me what's happening here.

This is awesome. 

Nick Reyes: Right. 

Dan Uyemura: So parallel to CrossFit. And I do think that's why we're seeing like rocket growth. In the MMA world right now, because they have that spectacle. But the weird thing is like, you know, the naysayers to the Games say like, Oh, people compare the Games to like what happens in gyms. But dude, I wouldn't want to get my face bashed in and bloody all over.

You know what I mean? Like I don't, I'm not, I'm a reasonable person. I don't think that's going to happen to me in a gym. 

Nick Reyes: Right. 

Dan Uyemura: Right. So 

Nick Reyes: yeah, no, I, you, you're a thousand percent correct. Um, I guess the, the, maybe the, the general point is, is like storytelling is still so important and no matter what the decision.

Of, you know, however they move forward, I think that has to be a key part of what they do. 

Dan Uyemura: And you see, you know, you see what UFC is doing now. Like, they have, [00:13:00] like, uh, reality shows where the stars are coaching the up and comers, and then they have, like, Sparrow. Oh, that's right, yep. Like, they're developing characters, they're building story, they're actually leaning, they're, you know, it's becoming close, I wouldn't, it's, it's Becoming more of a storytelling organization than it is just a pure get in the ring and fight organization.

So they understand like that's, was creating connection to characters, connection to, to, you know, stars. The stars drive the show is just like CrossFit in many ways. Right. But they're doing it right. 

Nick Reyes: Absolutely. Yeah, no, a hundred percent. And, uh, and again, you see glimpses of this, which is cool out of, out of CrossFit and I just want to see him lead further and further and further into it.

Because, I mean, we know this it's the future, right? It hell hell. It's the reason why we have a podcast. It's the reason why, you know, again, we talked about this in another episode, like the brand account, social media stuff, like that's. Dead, if not dying, it's really what's important is like the individuals and connecting with the people, uh, [00:14:00] within an organization.

Dan Uyemura: So think about that, right? Like that whole episode we did about, uh, personal brands and getting your coaches to become personal brands and maybe getting your members to become personal brands. This is it. Like, yeah, you get the Tias and the Vellners and they are the coaches, if you will. Like, the brand has a lot of people that have a lot of following.

Promoting aspects of the brand, which drive people into gyms, which drive their, you know what I mean? It's like they have, they, they could create all the leverage, the same exact leverage from the, from all the way down. Yep. If they did this, right. 

Nick Reyes: Yep, absolutely. And then, you know, maybe the last point is like, you know, we talk about media and education or the Games.

It's like, how do they support, um, Affiliates and businesses, you know, going forward and, uh, you know, to me, if they are driving eyes towards the methodology, be it through storytelling of the sport of the owner of life changing [00:15:00] inspirational stories that should in turn drive people into affiliates, 

Dan Uyemura: we say that we see it every year.

If you look at the Google trend chart, Like every time the Games pop off the, the, yeah, the, the Google trends for CrossFit double, triple, and then it just goes right back down a month after the Games. So if they could figure out a way to, you know, maximize that value, that's the easiest and fastest, fastest value you can drive to gyms for what they want.

Right. Uh, I think beyond that they do need business support, affiliate support, a lot of, I mean, there should be a business L1, like quite frankly. 

Nick Reyes: There should be. There should be. 

Dan Uyemura: You should not be able to open a gym unless you know the methodology and you know how the basics of running a business. You should not be let, let out there to die.

Nick Reyes: Right. I agree with that. Uh. And then also, you know, I think with which they've, they've worked, I think they've got their mentoring program kind of rolling. So it's like, they're giving some of that support, which is great. And again, [00:16:00] I don't think, you know, uh, they miss, I don't think some of these things get surfaced and, uh, appreciated often enough on like how difficult it is to like stand up an entire program to a, uh, a group or an organ or a, you know, a bunch of affiliates that.

Didn't have it when they started, right? Like a lot of affiliate owners. I know you and me both probably like we stood up our affiliates and we're driving them ahead. Well, before there was any concept of mentoring or coaching from CrossFit on the business aspect. So like, would you look for it now? If you already chose another path, maybe, maybe not.

Right. So, so then you go back to like, then it can be perceived as like, well, what are they doing for me? I don't need that. 

Dan Uyemura: Yeah, 

Nick Reyes: right. So yeah, they're a 

Dan Uyemura: tough place. I think the last thing I would want to say is, um, it's easy from the outside looking in kind of what you said earlier to just throw stones, but [00:17:00] cross and you see it every time something happened.

Just a whole bunch of people bitching. About it to that. I would challenge like, yeah, man, if you were the CEO of CrossFit, what would you do? Like have run through that? 

Nick Reyes: Yep. 

Dan Uyemura: They are trying and they're full. Like we work with some people there and it's like, clearly they care. They might have their hands cuffed a little bit.

They might not be able to make the change they want to make. It might be slower than they want, like plenty of reasons why it's not great enough, good enough, fast enough, but it's not for a lack of caring. 

Nick Reyes: Yep. 

Dan Uyemura: And I think a lot of times people just write all like, Oh, they're PE owned. Of course, they're just going to take our money.

Let me tell you, like, I have well documented beef with PE companies and what I see out of them isn't the same. It's not the same. They're trying. And I think they, that's because, I mean, quite, let's speak frankly, I think the PE company that owns them realizes that there is no way to squeeze blood out of the stone.

You have to try. Yep. You have to provide value. If you, if they want to get any return on their money, [00:18:00] they have to do the right thing. Yep. Yep. Yep. Yep. Whereas a lot of software companies have the leverage to say like, Oh, it's going to raise rates. You know, which I guess they did. They did. Let's be fair about that too.

They did, but they hadn't for 

Nick Reyes: ever forever. Talk about grandfathering rates. We just did an episode on grandfathering rates. They were victim to it. They had to deal with people for 500 affiliates for forever 

Dan Uyemura: since 20 years ago. So that's why you don't do it. You know, like you have to deal with the backlash eventually.

Nick Reyes: And, and so whenever there was like, Oh, well, the Games are expensive. We can't afford them. We can't afford a media team. Like. Again, go back to that episode. Listen to that episode. That unpacks it all. Um, I do want to give them a big shout out. I've been seeing in one of the Facebook groups, uh, affiliate owners posting some coin that they've had for either like 12 years of affiliation.

Uh, CrossFit, please keep doing that shit because Our, uh, community of recognizes, uh, success. We recognize longevity, [00:19:00] uh, gym owners recognize members hitting PRS and milestones that are important. And I think it's important that any organization, uh, ref works with its customers, how its customers work with them.

And so highlight. The gym owner wins, make that start beating that drum so that other gym owners know what's possible. I think that's really, really key. 

Dan Uyemura: Yup. I would, I, I would personally highlight their social media is coming around. Like, I don't know if you've seen some of the videos they've been posing, but they're getting, they're getting better.

They're starting to tell the story. 

Nick Reyes: Good. 

Dan Uyemura: Like they're attacking the. The, what do you call them? The stereotypes of CrossFit with the, the, the anti point right on video. So it's pretty cool. Like, Oh, you think you're too old for CrossFit? Meet Marsha, you know, like that kind of stuff. 

Nick Reyes: Awesome. Awesome. And, you know, they came to our company retreat and they did that kind of mini L1 workshop.

It was not an official L1, but it was like the, you know, dissemination of, uh, that information in about a half a day, uh, as much as [00:20:00] they could. Right. It's a lot of information and I still think they are. You know, best in the world at boiling down what health and fitness looks like to a large group, and they do it so freaking amazing.

Alright, so, wrap this up. If you guys owned CrossFit HQ today, what would you do? What did we miss? Email us podcast@pushpress.com. Thanks guys. See you. Thanks for listening to another episode of the PushPress Podcast where we help gym owners, entrepreneurs, and fitness enthusiasts thrive with actionable insights, inspiring stories, and strategies for growth.

Don't forget to follow the show to stay updated on new episodes. And if you're ready for more, join our free Facebook community for gym owners, check the show notes for the link, and we'll see you next time. Keep raising the bar for your business and community.

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