CrossFit founder and CEO Greg Glassman explained the purpose of his program as creating a community that is leading the way toward changing the world’s view of health and people’s ability to achieve it. It stands out from other fitness regimes because of its very high intensity. “Successful people pursue hard things. Unsuccessful avoid them,” he says.
The mission of the brand is to make a revolution in fitness and improve its users overall well-being.
Except for striving to create a healthier and fitter world, one of the main brand objectives is to increase awareness of Reebok CrossFit footwear and apparel and become the preferred sports/gym brand among young people. Apparel can be purchased in CrossFit official online store, Reebok’s official online store and other distribution channels such as local stores and pop-up stores worldwide.
In addition to this, during the annual main CrossFit competition called The CrossFit Games, all participating athletes are provided with personalized apparel from Reebok CrossFit and required to wear it during their performance in the competition.
CrossFit is present in all major social media platforms:
The main aim of its presence is to provide customers everyday with different workout plant called WOD – Workout of the Day. It can be found on official website and CrossFit fanpage on Facebook. Under every WOD post on Facebook, there is a caption that says “Post score to comments”. On its official profiles on Facebook and Instagram, CrossFit reposts pictures and movies from many random users showing their workouts on social media with added hashtags.
On YouTube, CrossFit mainly posts tutorial movies on how to properly do the movements required in the workouts. They also transmit their official competition The CrossFit Games, share interviews and stories of the athletes and many more content all related to this sport.
On Twitter they usually share links to the WOD’s, related articles or pictures and movies of athletes.
One of the practices of engagement is turning CrossFit customers into Brand Ambassadors. CrossFit doesn’t show any other athletes in their advertising except for those that are engaged in this particular fitness program and are competing in CrossFit Games.
The brand aims to keep in touch with the users, regularly responding to comments and messages. “People will quit a workout program, but they won’t quit on a relationship”—said CrossFit Founder and CEO Greg Glassman, and it’s clear that having strong relationships with clients is important, not just for their health but also for the health of a business.
Conversions are defined and expected operations to be performed by the customer or potential customer in response to facing our brands campaign on the internet. Otherwise conversion occurs when someone makes an important for our business activity (e.g. makes a purchase, fill out the registration form)
On CrossFit official page, conversions might be the following actions:
- purchasing items from the online store
- submitting picture connected with CrossFit and its community
- start following the social media profiles on Facebook, Twitter, Instagram and Youtube
- sharing own workouts results on social media with #crossfit hashtag or in comments under CrossFit’s Facebook posts
- filling out application to open a CrossFit affiliated box
- start subscribing to CrossFit Journal