Week 6: Marketing CrossFit Tolero

CrossFit itself has been a growing brand since its initial start by Greg Glassman.  Now in 2012, individual's sitting at home watching their televisions can see a variety of commercials promoting the "New Sport of Fitness Has Arrived."  While this is good for CrossFit, Inc. many individual's are unsure how to get involved with a local box in their community.  At this time their are two CrossFit affiliate boxes in Gillette, Wyoming.  The first one to come to Gillette was CrossFit Gillette, and as stated in a previous blog CrossFit Tolero is the second as it opened on January 2, 2012. 

Through the first couple of months since the opening of CrossFit Tolero there has been a large amount of new clientele.  CrossFit Tolero has benefitted from providing good services to their athletes and those same athletes have spread the word around the community about what CrossFit has done for them.  Competition is still there as it is in all sports.  With the increase in popularity of CrossFit itself the competition of competing boxes will only increase.  The competition will rise as more boxes will be built around the world in various locations and each box will be competiting for individuals' to donate their time and money for support.  As each box is different from the next separating oneself from the competition is needed.  With increase in popularity and branding a box is able to bring in more athletes which in turn brings in a higher revenue stream which will allow the box itself to grow and to purchase more equipment.  Understanding the bigger picture for the business of CrossFit Tolero calls for recognition of the possible limitations of growth in money, time spent at the box by athletes, marketing networks, selling of CrossFit Tolero merchandise, and various sponsors.

CrossFit Tolero has placed various flyers, programs, and has contacted a variety of companies around the area to help promote the new CrossFit box.  It has worked out well as athletes at the box have been willing to help promote CrossFit Tolero by passing out these flyers, programs, and have spoken to anyone and everyone they can about why they keep coming back for more pain and suffering from the workouts of the day (WOD) they get from the box.  Advertising through CrossFit Tolero athletes themselves is great publicity for the business as each athlete has their own story on what drives them to come back.  Some come for health, friendly competition, and some come for the community that CrossFit itself builds.  Everyone has the passion for CrossFit that is one thing that everyone who truly wants to do it has.  While at first athletes come to just do the workout and in just a few short weeks they are doing everything they can to learn more and more about the sport. 

CrossFit Tolero has enjoyed the growth they have seen and have been in the talks with Basin Radio Network one of the larger radio networks in the Wyoming area.  Basin Radio Network would provide CrossFit Tolero a wider network to reach around the Gillette area.  Some of the negotiations that have taken place have been about what radio station to put CrossFit Tolero on.  The selection of which radio network is important as advertising to the right audience could be very beneficial to CrossFit Tolero as they could reach aplenty of individual's who are interested in living a healthy lifestyle.