Audience Analysis: CrossFit

What is CrossFit?


CrossFit is a fitness regimen consisting of constantly varied functional movements performed at high intensity. All CrossFit workouts are based on functional movements in the field of gymnastics, weightlifting, running, rowing and more. Most functional movements are the ones that are the core of human life.

The key idea behind CrossFit workouts is maximizing the amount of work done in the shortest time. Intensity is essential for results.

While CrossFit challenges the world’s fittest, the program is designed for universal scalability, making it suitable for any individual, regardless of experience and age. The program remains the same, only loads and intensity are scaled to individual capabilities.

According to Forbes magazine, CrossFit is one of the fastest growing sports in America. CrossFit community is also constantly increasing, currently there are around 13,000 affiliated Boxes worldwide.

The CrossFit Games

The CrossFit Games are the annual test to find the Fittest on Earth™. The Games season is divided into three stages. The first stage is the Open. This five-week, five-workout competition is held in the winter in CrossFit affiliates and garage gyms around the world. Anyone who’s at least 14 years old can register and compare their scores online with other athletes around the world. The aim is to find the world’s top athletes that in the final stage will be a part of The CrossFit Games.

Our customers

CrossFit is positioning itself as a discipline suitable for every age range and all levels of advancement and stamina.

However, main target group are people aged 21-45 committed to change their everyday routine and push their personal limits. Both male and female, from medium-sized and big cities. They like discovering new things in life and set themselves goals to achieve. Usually, they seek ways to escape from everyday struggles and an activities that will fulfill that need. Most of them have a stable job with regular working hours e.g. an office job in a big corporation. Usually these are single people or the ones that recently started they own family.

Joining the affiliated CrossFit box means also becoming a part of local community so the customers are also people who are either striving to become a part of the group or the ones that enjoy socializing.

Although there are different types of typical CrossFit users , let’s present a profile of one of the customers:


Michael, 26

Michael lives in Liverpool, he graduated from university 2 years ago with a degree in Management. During his teenage years, he was a football player in a local team, with aspiring chances to become a professional player. He was associated with sports his whole life.

His main hobbies apart from sports are motorcycles and travelling. He loves food, aims to eat healthy but with no strict diet plan. He wants to be perceived as a strong male with an outstanding athletic performance. He is focused on the scores, not body shape goals. Likes to meet friends and socialize, he’s an active user of various social media.


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