It’s widely reported that the primary factor in selecting a gym is location / proximity to home or work. In fact, according to a study using mobile phone location data, the average distance active members (>5x per week) travel to the gym is 6.4km. The moral of the story is that as a CrossFit Affiliate, the CrossFit gym two suburbs away is not your main competitor. Your main threat is from the power of the functional fitness franchise movement, with their coordinated and professional marketing assault on every would be CrossFitter. Rather than are squabbling over the relatively small marketing of existing CrossFitter, an affiliate who is confident in their product, should be working with other affiliates to grow this market. As JFK said (or at least his speechwriter):

“A rising tide lifts all boats”.

Coopetition, also known as cooperative competition, is a business strategy in which companies in the same market work together to achieve mutual goals while still competing against each other. In the world of CrossFit, coopetition can be a valuable tool for affiliates looking to improve their businesses and the overall industry.

One major benefit of coopetition for CrossFit affiliates is the ability to share resources and knowledge. CrossFit still has a lot of room for innovation and improvement. By working together, affiliates can share ideas and best practices, helping each other to grow and improve. For example, affiliates could collaborate on purchasing equipment or developing new training programs, sharing the costs and benefits of these endeavours. Imagine a world where affiliates were ok with their coaches picking up shifts at other gyms. Not only could this help with covering classes when staff are sick or away, but it could also increase the earning potential of coaches trying the forge a career.

Another benefit of coopetition for CrossFit affiliates is the opportunity to create standards and best practices for the industry. By working together, affiliates can establish guidelines for things like equipment maintenance and safety, training protocols, and business operations. This can help to improve the overall quality of CrossFit affiliates and create a more professional and consistent experience for members.

Coopetition can also help CrossFit affiliates to reach new markets and audiences. By collaborating with other gyms, affiliates can leverage each other’s networks and resources to expand their reach and bring in new clients. This can be especially beneficial for affiliates in smaller or less populous areas, who may have a harder time competing with larger affiliates in more populated areas.

In addition to these benefits, coopetition can also help CrossFit affiliates to better understand and serve their communities. By working together and sharing data and insights, affiliates can gain a better understanding of what clients want and need, and tailor their services and offerings accordingly. This can lead to increased member satisfaction and loyalty, which can ultimately drive business success.

Of course, coopetition is not without its challenges. It can be difficult to balance cooperation and competition, and affiliates may be hesitant to share sensitive information or resources with competitors. However, by approaching coopetition with open communication and clear boundaries, affiliates can overcome these challenges and reap the rewards of collaboration.

Overall, coopetition can be a valuable strategy for CrossFit affiliates looking to improve their businesses and the overall industry. By sharing resources, knowledge, and data, affiliates can improve the quality of their services, reach new markets and audiences, and better understand and serve their clients. By approaching coopetition with clear communication and boundaries, affiliates can overcome the challenges and achieve success through collaboration.

We are proud to partner with many CrossFit affiliates and are proud to witness the growth in this space first hand. Keep in mind the quote above when putting together your marketing strategy and connect with other CrossFit affiliates for shared success: “A rising tide lifts all boats.”

What’s your experience with affiliates in your area? Do you support or compete and could you reach out and make sure it’s supportive?