Random Thoughts from a Restless Mind

We are starting to see some turnover among the OG CrossFit Affiliate owners. Some, like Skip, were in literally on the ground floor, and a successful Box rode them into the sunset (enjoy your retirement!). Others, like Steve and Kelly, have nearly 10 years into ownership as they approach both mid-career and mid-life. They turn over a highly successful business and take on the role of “Founder” (can’t wait to see what’s next for you!). Some owners have left the CrossFit fold and changed the name and structure of their gyms. There have certainly been some closings, typically folks who either didn’t really know what it was they were getting in to, or found that being the owner of a job is more than they bargained for.

As such, the successful CrossFit Affiliate is much like every other small business where the owner is also operator. My day job is like that: if I don’t show up for work no revenue is generated. A huge percentage of small businesses run just like this. What you own is not so much a business as it is owning your own job.

With all of the talk of exercise as medicine lately, it’s interesting to compare and contrast the megatrends at work in the fitness industry and medicine when it comes to practitioners. In medicine we are in the midst of what is nothing short of a diaspora with physicians leaving the private practice of medicine for employment in ever-larger organizations. It should be noted that this phenomenon is in direct response to government action. Men and women who once owned their job, with all of the responsibilities (payroll, rent, etc.) and freedoms (hours of operation, client experience, etc) now work is settings where process and protocol is dictated to them, and fidelity to the organization has primacy.

Thanks to CrossFit and the CrossFit Affiliate model, the megatrend in fitness is exactly the opposite. Trainers have been unleashed from the corporate environment where salesmanship is the most highly regarded skill, and put in charge of a job where outcomes drive the business. Affiliate owners are the new private practitioners of fitness, in charge of everything from programming to toilet paper.

A certain tension has always existed between large medical organizations and smaller private practices. It should come as no surprise that similar tensions exist between CrossFit and its Affiliates and large fitness businesses and their partners. Large organizations crave control and abhor independent competition. Indeed, for those behemoths the only thing worse than independent competitors is being shown up by them. You know, like getting better surgical outcomes or having clients who look like the crowd at the Games. Large organizations often turn to government to suppress this type of competition and make the megatrends flow their way.

There are several important points to be made from this comparison. First, of course, is that every Affiliate owner and every member at every Box should fight alongside HQ is this battle. Trainers get better with more experience, not with more certificates.
Trainers who own their jobs also own not only their outcomes but everything about the experience of their clients. Just like a private physician. I’m biased, of course, but this is well worth fighting for.

For those fortunate enough to train people for a living the reality is that you don’t, and likely never will, own a business. There are very few large CrossFit businesses. For every CrossFit NYC or CrossFit Eado there are 3 or 4 hundred boxes run primarily by the owner. What you own is your own job. You’ll need initiative, passion, and resilience. A thick skin is helpful, too, because you’ll get plenty of feedback on that job. With a little luck you, too, may one day leave behind something significant enough that there is someone there to carry on when you leave.

There’s some turnover in Affiliates. At the moment nothing like a trend exists. Owning your own job is not for the faint of heart, and some will find it not their cup of tea. Others, like the OG’s above, will leave for that next thing on the horizon. What mattered is that they had the opportunity to own a job and took it, creating something that will live after they have gone.

The best boss is the client (or patient) who chooses you. The chance to work for them is worth fighting for.

I’ll see you next week…