CrossFit is at a crossroads. With affiliate numbers shrinking and Berkshire Partners looking to sell, the future of the brand is uncertain.
In this special episode of “Run a Profitable Gym,” Two-Brain Business founder and CEO Chris Cooper lays out a plan to save CrossFit—the company and the broader community of gym owners and trainers who depend on the brand.
Chris was an affiliate owner for 14 years and worked for CrossFit HQ for six. Now, through Two-Brain, he mentors more CrossFit affiliate owners than anyone else in the world.
Coop’s seen firsthand what makes affiliates successful—and why so many are struggling.
Today, he breaks down why great coaching alone isn’t enough, how outdated business advice led many affiliates to financial instability and why the future of CrossFit depends on strong, profitable gyms.
He outlines specific steps a new CrossFit LLC owner should take to turn things around, including revamping the affiliate model and redefining the brand in today’s fitness industry.
Stay tuned for the next three episodes in this series: Chris will answer the top questions he's received about CrossFit, he'll explain how affiliates can be saved, and he'll lay out a plan for the evolution of the CrossFit Games.
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00:36 - CrossFit is shrinking
03:56 - How we got here
08:45 - The brand is built on affiliates
11:09 - How to fix CrossFit
19:20 - What real change requires