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 
become 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.
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