Brian and Gabby Boucher, owners of Mid-State CrossFit, explain how they built a strong, authentic culture that drives member retention. They share practical strategies for fostering community, balancing structure with flexibility, and creating an environment where members feel at home. Whether you're an Affiliate Owner or Coach, this episode offers valuable insights into using culture as a competitive advantage.

--

FREE TOOLS and resources for CrossFit Affiliate Owners and Coaches.

https://www.besthouroftheirday.com/affiliate-tools

--

Unlock the Power of Your Fitness Business with PushPress

https://www.pushpress.com/

--

0:00 – Introduction

0:41 – Meet the Bouchers

1:13 – Leaving Careers to Build Mid-State CrossFit

3:04 – Managing Multiple Roles as a Gym Owner

4:19 – Navigating Business vs. First Responder Life

6:17 – Building a Community-Focused Gym Culture

8:03 – Defining Mission and Vision at Mid-State CrossFit

9:15 – Challenges and Rebuilding During COVID-19

12:01 – Allowing Members to Shape Gym Traditions

14:08 – Managing Athlete Expectations and Culture

17:02 – The Role of Flexibility in Gym Management

19:07 – Rules vs. Guidelines in Gym Operations

20:47 – Kids at the Gym: No Childcare, No Problem

22:36 – Maintaining Gym Culture Through Guidelines

25:23 – Incorporating Technology to Run a Better Gym

26:09 – The Fear and Reward of Quitting Jobs for Gym Ownership

30:05 – Advice for Affiliate Owners on Authenticity