The Future of the CrossFit Affiliate

December 22, 2011 By 9 Comments

Reebok CrossFit Back Bay 

I read an article from backbay.patch.com that said they were excited to announce that Reebok CrossFit would be opening in January. They go further to outline some of the deals and amenities to include:

  • 3500 square foot facility
  • Lockers
  • Showers
  • Towel Service
  • Food and Beverages
  • Nutritional Counseling
  • Full Cafe (with waters, nutritious snacks, healthy protein drinks, and all natural supplements)
  • Retail Store

Wow…Those of us who were doing CrossFit before Reebok and before the Games were at the Home Depot Center know what a culture shock this is.

Commercialization of CrossFit

When Reebok was first introduced in the CrossFit community there was an uproar. Fear that an underground movement would reebok crossfit 300x225 The Future of the CrossFit Affiliatebecome mainstream was a real concern. The message boards flooded with statements and accusations, and CrossFit employees lashed back stating they had no idea what it was like to run a “free” fitness community. The partnership was a necessity.

Most CrossFitters accepted the partnership and even started to buy the products that were so easily introduced to the community. Even the shoes said CrossFit!! All of the top CrossFit Games athletes said they were quality products and the partnership was a good thing. Even knowing that some of these athletes were sponsored by Reebok now, the community still listened.

A brand, a partnership, a new chapter for CrossFit, things were changing, things have changed. CrossFit is not a secret anymore, it is not yours to keep and make others wonder. When people ask you what kind of working out you do, you can just state either I train for endurance, I train for strength, or I train CrossFit (and you don’t have to explain what it is!!). Another training methodology trying to prove it is the best. It may very well be.reebok crossfit 2 300x225 The Future of the CrossFit Affiliate

The commercialization of CrossFit has forever changed the CrossFit community. You can decide whether or not you think it has changed for worse or for better.

LA Fitness, Life Time Fitness…and Reebok CrossFit? 

I trained and worked for a “Globo Gym” for many years (a term that may soon die in CrossFit) and I loved it. A lot of CrossFitters have made fun of the Globo Gyms for many years, stating it was packed with cookie cutter fitness and too many amenities.

I never understood why people would make fun of a “Globo Gym”. It had everything I needed to do CrossFit and more. Yea I could sit in a hot tub or steam room after my workout, but who the hell wouldn’t enjoy that? Just because you are a CrossFitter doesn’t mean you don’t enjoy these things.

Well now Reebok CrossFit Back Bay matches most everything the “GLOBO GYMS” have, it is just geared towards CrossFit. To make fun of a Globo Gym is to now make fun of CrossFit Back Bay. Is this something we will see more of? Reebok has a lot of money; are they going to get into the gym creation business? (This isn’t their first gym.)

Will Affiliates Die…In the future?

Starting an affiliate is a fairly easy process for an individual, $1,000 for CrossFit Level 1 Certification and $3,000 to affiliate. Now the rest is just business sense. Many of these affiliates are small with no amenities. Just training.

You want to know why so many people choose LA Fitness and LTF? Because they are freaking awesome with all they offer. So if you were faced with Joe’s CrossFit affiliate with “just training” or Reebok CrossFit’s Affiliate with “everything” for fairly similar costs, where are you going to go???

An amazing business model. Reebok CrossFit has found ways to make people think the big gyms suck, charge you 2-3x what they charge, and offer the same things.

Is this the future? You decide.

This, of course, is talking in “what ifs” and in the future. Reebok has been great for CrossFit and a lot of other aspects in the community. Even for the Garage Gymers like me the influx of competition from equipment vendors has made equipment drop to more reasonable prices. I am just trying to point out that the Affiliation business has been on a steady 45 degree angle growth rate, and that cannot last forever. Businesses will eventually level off and competition will weed out those who can’t cut it. If Reebok CrossFit gets heavily involved, it could be bad for the little guy.

I would really like to know what you think. Add to comments.

Photos by Jennie

PinExt The Future of the CrossFit Affiliate
Filed Under: Theory, Thoughts & Controversy
  • Seth

    My goals are to get fit/lose weight/join a community/learn technique and programming/build a garage gym. I can do this with commercialization of crossfit. I may even be able to do it cheaper and with more support. How awesome would it be to have a chain of Reebok Crossfit locations that was cheaper, intelligent centralized programming and had a feel of a typical crossfit affiliate gym. I could do without the full service cafe (but then again, job creation is awesome). cheers and happy holidays.

    • Jerred

      Thanks for response! I agree that commercialization has made some things easier. I am lacking in the community aspect since I don’t have a lot of people to work out with me in my Garage Gym.

  • http://www.girlwalksintoabarbell.com @jessicamacho

    I got involved with CF when it was an underground, no-nonsense, get-in-get-out-get-on-with-it fitness movement. That was the appeal. Over the past 2 years things have changed dramatically. While I agree that fitness is attainable in garage gyms or globos, I was hoping CrossFit would stay true to it’s roots. That was a big part of the appeal!! I’m a fan of sensible, reasonable, and simple…

    • Jerred

      I agree. That is what originally attracted me to crossfit. I am very interested to see what happens as the community evolves.

  • John

    First let me say I am a newbie to crossfit. I see 2 sides to this. On the plus side. It should improve accessibility. Prices should come down and more people could “join”. (may be good or bad). Secondly, there would be a lot to offer in services offered at the gym. On the con side, this will begin the change from “box” to neighborhood workout center that has a crossfit program. Money talks, and if these “hydrid” gyms will make more money than a traditional box, then you could see the demise of the affiliate in its present form. Its not the first time someone had a great idea that got noticed by a corporate entity that absorbed the product to make it its own. Thanks for your terrific blog. I am starting home crossfit, and I get a ton of info here.

    • Jerred

      I definitely agree, and I too hope CrossFit Box memberships will go down. Or perhaps Garage Gyms will make a come back in a major way :) . It looks like it will, or could, transform CrossFit to your “average” everyday fitness routine. It has certainly moved from its roots and I am very interested to see where it keeps going.

      Thanks for reading! I am glad this blog has helped in someway.

  • Steve

    Good observations and a real fear among CrossFit Affiliate owners. Right now, it’s mostly small gyms located in warehouses and the like, with a bathroom and lucky to have a shower. Prices are high not only because that’s what people will pay (though not for long) but also the small affiliate gyms have overhead to pay for.

    I fear the day Reebok CrossFit opens up a gym in my town (where I have an affiliate).

    You are correct that people will choose that for price, convienience, showers, selling stuff, etc. It will most likely end the current affiliation as we know it, if indeed Reebok opens a bunch of these around the states (even though they stated that was not their intention).

    I liked CrossFit because it was old school kick your ass workouts. Still is but on a much more corporate level.

    • Jerred

      Great to hear form an affiliate owner. Thanks for your comment. I fear that even if Reebok doesn’t pursue it some powerhouse will. The CrossFit appeal has definitely changed. I wonder what attracts new people as the culture changes. I would be interested to hear from any new guys out there. Or maybe you know from experience at your box?

  • Michael Xfit

    I work in the financial industries and am a crossfitter. My ability to crossfit has always been hampered by the lack of amenities such as showers. Now I have a place to go where I can get a great crossfit workout, shower, and go back to work.

    This is best thing CrossFit has done since the games! Thanks Reebok CrossFit Back Bay!