CrossFit – Website Review

At the first glance the website of appears to look like a magazine cover. It looks welcoming and professional but the benefits of visiting are not clearly shown. For a person that does not know what CrossFit is, it may not be easy to find out what the website is about from the first sight. The site is available only in English.


Instead of the help section, there is a „Get Started” section on the navigation bar which includes 5 different subcategories, explaining what is CrossFit, how to join and find a local affiliate, FAQ’s and link to the official forum. The website does not offer the option to increase/decrease font sizes. In the contact section, we can find the address of CrossFit HQ, different emails for specific issues and a search map to find your nearest affiliated CrossFit box. The site has a clear structure and it is divided into logical parts. After clicking on each section there is always a button to go back to the home page. You can switch between different pages within no more than three clicks. There are no dead-ends on the website. The website does not have a search engine, though it is not very problematic to find a particular content without it.


Relevance of the content to the audience:

It is not exactly clear what is the main purpose of the website as it contains quite a lot of different content: from daily WOD, to the list of official courses, CrossFit related articles and more. It is clear that the site is adressed to people interested in sports and working out. People who want to get to know what CrossFit is or are already familiar with the discipline, will find a lot of related content, ranging from excersizes tutorials to diet tips.

The site is consistent in its design. The layout and fonts stay in the same tone throughout the page components. Navigation bar is located at the top and it doesn’t change its position while scrolling the page. It contains specific terminology but all of it is explained in the „Get Started” section.


At the top of the website, above navigation bar, are placed icons of social media CrossFit official profiles. Though, there is no caption suggesting a call-to-action such us „follow us”. In the WOD (Workout of the Day) section there is always a caption „Post score to comments”. New workouts are posted everyday so it might be a good reason to bookmark the site. On the home page, after scrolling down, there is a section encouraging visitors to upload their own pictures connected to their personal CrossFit experience. To encourage the interaction, there is a prize offered for sharing the pictures:

„Do you have a great photo that exemplifies virtuosity or community in CrossFit? Submit it for mainsite use consideration, and if chosen you will receive $300.”


The design is consistent with the brand image, it is attractive but not too flashy or aggressive. There is a lot of content but the site is not cluttered. The navigation bar is quite simple, it does not have too many links. The site is not boring and is kept in good aesthetics. The text content is easy to read and deliberated. There is sometimes a specific language used but most of the terms connected to CrossFit are explained in the FAQ section. There is a seperate page for the online store. The best user-experience practices on the site are no pop-ups and no advertisements.

Mobile version:


The site has a mobile version. First thing that appears in the mobile version is the Workout Of The Day section which is good for users interested particularly in using the website as a workout plan source. Mobile version is also well organised and easy to navigate. Website also works well both on PC’s and Macs.

What about the brand image?

The brand identity is clearly visible, the site reflects its emotional tone and personality. All of the site content, graphics, movies, pictures and texts are consistent and serve a clear purpose.


CrossFit – Objectives & Conversions

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:

  • TV
  • YouTube
  • Facebook
  • Twitter
  • FourSquare

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

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.