Building Inclusion into the Evolving Crossfit Brand

As gym culture evolves, how do companies like Crossfit boost their brand to potential consumers? Keith Knapp, Director of Marketing at Crossfit, strives to build a brand that includes every shape, size, and ability. Keith shares that by relying on their affiliates to help localize advertisements, each community receives specialized marketing and branding. Tune in to the episode to learn how Keith’s passion for fitness and community led him to reinvent the Crossfit brand.

Tune in to learn:

• About the foundation of Crossfit’s business model (4:24)
• How Crossfit created a local and personal level of marketing with their customer (18:35)
• What tools and tech that Keith is using to boost their brand (31:58)
• Why employee retention is vital for personal success at Crossfit (36:18)

Mentions:

• Keith Knapp on Solomon Hanes Podcast 
• Don Faul, CEO of Crossfit
• Angela Duckworth’s Grit Scale
• Crossfit Games on CBS / ESPN
• Daniel Chaffey, Owner and Operator of Crossfit Louvre
• Salesforce
• Gary Gains, GM of International Crossfit Affiliates

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