THE
MAY 2018
GRATITUDE AND COMMUNITY
For us CrossFitters, Memorial Day is far more than just a day off. Like many Americans, we take the time to reflect on the sacrifices of the brave men and women of our armed forces who gave everything to protect the freedoms we enjoy. But because so many of these heroes belong to our community, we take things a step further. I am, of course, talking about “Murph.” There’s something about doing an intense workout in the middle of a 2-mile run in a vest that makes the weight of a soldier’s sacrifice more intense. The pain and exhaustion tie the mental gratitude we feel for these heroes to a physical act of recognition. Most of all, the “Murph” WOD enshrines the valor of a truly incredible man. If you don’t already know the story of Navy Lieutenant Michael Murphy and his heroism leading a small team of SEALs against the Taliban, I highly recommend reading up. In fact, we’ve decided to honor him this month in our own small way on page 2, switching out our regular
So often, the CrossFit community is defined by constant variation. On any given day, you can drive to the box across town and they’ll be doing a completely different workout than your own gym. But Hero Workouts are special. On those days, basically every CrossFitter in America is doing the same thing and giving it 110 percent. That’s what makes all Hero Workouts so powerful. They don’t just bring a box together — they unify our community across the country. Being able to come together and show our gratitude not just on Memorial Day, but on all the Hero WODs, is what sets CrossFit apart. Recently, a new Hero Workout has started here in Columbus called “Dyer.” Zachary James Dyer was both a veteran and a popular CrossFit and weightlifting coach here in Ohio, and someone I knew personally. Tragically, he took his own life after a long battle with PTSD. It was a heartbreaking reminder of the ongoing struggles faced by those who have fought for our country well after they have returned home. The community came together, founding a workout in his name. “Dyer” pays homage to Zach’s skill as a lifter, featuring three heavy power cleans, 14 handstand pushups, nine heavy front squats, and two muscle-ups for 23 minutes. At the time of writing, I can report that I am still sore from this particular WOD. We here at O2 are sure you probably have your own local Hero WODs that may not be nationally popular yet. We’d love to hear about the brave men and women you honor in your own boxes and the workouts you’ve chosen to carry on their memory. After all, Hero Workouts make the CrossFit community what it is. I look forward to tackling “Murph” again this year along with all of our readers across the country. To all those in the armed forces at home and abroad, thank you for your service. –Dave Colina Founder, O2
Athlete Highlight feature for a biographic celebration of this American hero’s life.
Back in 2012, “Murph” was the first Hero WOD I’d ever done,
and it was a powerful experience. When I finished that grueling second mile, weight vest and all, it was the first time I felt like a real CrossFitter. I’d done intense workouts before, but this one was different. It made me feel connected to something much larger than myself.
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THREE RETAIL
Part of our mission here at O2 is to help affiliate owners do retail smarter. To really grow your box, you have to get all you can out of the products you sell. That’s why we’re committed to bringing you lessons from some of the best retail wizards in the business.
First on the docket is none other than Kyle Burns, head of affiliate partnerships at Rehband. As a box owner himself, Kyle has unique insights into both the management and sales sides of CrossFit. He was nice enough to sit down with us and share his wisdom on how he makes retail work. HOW TO JUMPSTART SALES Let’s get down to brass tacks: What’s the most effective way to boost sales at your box? According to Kyle, it’s all about having coaches onboard. “Hands down, the best thing to jump-start sales is to have coaches announce at each class that the box is now offering Rehband and to see a coach to get measured for knee sleeves or discuss their needs.”
LT. MICHAEL P. MURPHY. AMERICAN HERO
Memorial Day is a time for Americans to reflect and take notice of how the value of freedom has impacted our lives. In a world that can be convoluted at times, the concept of liberty stands strong as a pure and incorruptible force. As you read these words, people near and far are giving their lives to protect our freedoms. Memorial Day is not about remembering this; it’s about honoring it. That’s why we want to take a moment to highlight one of the most influential veterans in our community, Lt. Michael P. Murphy. We’ve discussed “Murph” and the intensity behind the workout, but now we want to take a moment to highlight the intensity behind the man. Lt. Murphy could’ve had an illustrious career as an attorney after being accepted to several prestigious law schools, but instead, he had aspirations to serve. His knowledge and dedication combined to make him a leader as a U.S. Navy SEAL, where he would serve in Operation Enduring Freedom in Afghanistan. Murphy and his four-man SEAL team were on a mission to capture a high-value Taliban leader, code named “Ben Sharmak.” This led his team to a dangerous mountain region west of Asadabad, where unpredictability was the norm
for American soldiers. After an initial insurgence, nearby Taliban forces were alerted to the SEAL team’s area of operation and quickly ambushed Murphy’s small squad. The team needed reinforcements. The only issue with this was that the natural surroundings prevented a communication signal from getting out. Murphy took on the task of navigating the treacherous terrain, while drawing the gunfire of insurgents, to call in the backup brigade. connection with the nearby headquarters. As his transmission began, Murphy was shot multiple times, dropping his phone before he could give details about his team’s dire situation. While still being inflicted with gunshot wounds, he picked the phone back up, got the word out to home base, and confirmed a chopper was en route. Despite multiple wounds, Lt. Michael P. Murphy’s last words were “Thank you” as he continued fighting to protect his brothers in arms. We honor his memory. May he rest in peace. A hail of gunfire rained down on Murphy as he entered a clearing and established a
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LESSONS FROM REHBAND
This is a great tactic for introducing members to products they may not be familiar with. What about well-known products? “Create some excitement. This could be a two for $5 deal on O2, 10 percent off a mixed case, or reminding people that ‘Murph’ is around the corner and they need to replace those old knee supports.” RETAIL MISTAKES We all make missteps when learning new workouts, but we don’t let that stop us from trying. Kyle points out that the same mindset should apply to retail. “I think the most common mistake is making retail out to be harder than it is and quitting before you start.” RECONCEPTUALIZE SALES Kyle’s philosophy as an affiliate owner is to not view sales as “sales” at all but as an added value for your members. “Offering products and services to your athletes that help them perform, recover, or have a more enjoyable experience is good for the athlete and your business,” says Kyle. “Stick with products you believe in, and view it as helping, not selling.” Thanks for the insights, Kyle! If you’re interested in more tips from this retail master or information about becoming an authorized Rehband retailer yourself, email him at kyle.burns@rehband.com.
RETAIN COACHES, RETAIN MEMBERS
When you have high employee turnover, chances are that you have higher-than-average customer turnover. This holds true for beverage companies and boxes alike. If your business is customer-facing, your employees must build relationships with customers, and these relationships are key to retaining your customers’ patronage. When a coach leaves your box, members often have to start over and build a relationship with someone new. Not everyone will be willing to do that. Their sense of loyalty has been eroded, and it gives the member a reason to look elsewhere or perhaps follow your former coach. While employee retention is not the sole factor in customer retention, it does influence it, so examining your staff turnover rate is always a good idea. The costs associated with replacing an employee are high. You have to find the right candidate and train them. Couple that cost with the cost of losing a client, and you lose a significant amount. According to a 2015 ERE Media study, to replace an entry-level employee, it costs about 30–50 percent of that employee’s annual salary. Need to replace a midlevel employee? It costs about 150 percent of their annual salary. Get to senior or highly specialized employees, and the cost reaches about 400 percent of their annual salary. Most boxes don’t have a C-suite of executives, but you get the idea. On the customer side of things, a Bain & Company study found that it is 5–25 percent more expensive to get a new customer than it is to retain a current customer. Considering all of these costs, why wouldn’t you do everything you can to retain good employees? Employee retention is critical for morale. When you lose one employee, it’s not uncommon for others to follow. Of course, it’s also critical to understand why employees decide to leave. This is where in-depth exit interviews can provide valuable data. Know exactly why people are leaving, and you can fix the problem. Additionally, consult with current coaches on what the business can do better. The more you know, the more you can do. Realizing the value of your employees contributes to the success of your business. When you’re proactive and willingly cultivate a positive work environment, you retain employees. All you need to do is remember this simple equation: Happy coaches = happy members.
AFFILIATE SPOTLIGHT TONY KOENS PUTS THE BITE IN TIMBERWOLF’S BARK
This month’s guest led a team to a top-10 finish at the Games last year while running one of the most successful boxes in the Midwest. Oh yeah, and he was also our No. 1 new retailer of O2 in 2017. Meet Tony Koens. WHAT’S THE MOST IMPORTANT LESSON YOU’VE LEARNED FROM RUNNING A BOX? I have learned that if you are honest and transparent, people will see that you are doing your best to provide a good product.
WHAT ADVICE WOULD YOU GIVE NEW AFFILIATES? My first couple years were rough. My advice would be to find a balance. Also, build the community — fun weekend events keep people excited about being a part of your box. HOW DO YOU RUN YOUR BOX MORE EFFICIENTLY? My members and coaches will tell you I like an organized gym. I hate clutter and like open, usable space. We also recently put O2 on auto- ship, so I don’t need to worry about running out. WHAT DO YOU LOVE MOST ABOUT YOUR JOB? My friends. I am a social person. I get to go in and hang out with friends at work every day. They are excited to be there, which isn’t the case in a lot of other jobs. O2 | PAGE 3 | DRINKO2.COM
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The Power of Hero Workouts Page 1 Rehband Shares Sales Secrets The Heroic Story of Lt. Michael P. Murphy Page 2 Affiliate Spotlight: Tony Koens Don’t Take This Crucial Business Relationship for Granted Page 3 Insight Into Nike’s Success Page 4
‘SHOE DOG’ PROVIDES INSIGHT INTO NIKE’S SUCCESS
“We wanted Nike to be the world’s best sports and fitness company. Once you say that, you have a focus. You don’t end up making wing tips or sponsoring the next Rolling Stones world tour.” – Phil Knight This book is one of my all-time favorites. I had no idea Phil Knight launched Nike out of the back of his car or that he encountered countless struggles in his decades-long journey to build Nike. At the risk of sounding foolish, his origin story and setbacks reminded me a lot of our own at O2. Growth ain’t pretty. When an entrepreneur or company becomes massively successful, the general public often constructs a narrative that makes that success seem like destiny. They look back on the past with rose- colored glasses, interpreting every decision as a stepping stone to inevitable victory. Of course, real success stories are never this linear. Honest accounts of what it takes to dominate an industry are hard to come by, which makes Nike CEO Phil Knight’s “Shoe Dog” a refreshing change of pace from the standard business memoir. This is one of the O2 book club’s favorites by far.
He’s also not afraid to admit when luck was the deciding factor. Take the story of the famous Nike swoosh, for example. These days, it’s universally regarded as one of the greatest logos ever conceived. However, when an art student came up with the design — for the meager price of $35 — Knight’s response was, “It’ll have to do.” That’s not to say that Knight isn’t a visionary in many ways. In the early days of Nike, Knight hustled to an extreme degree. Even when he was selling track shoes out of his trunk, his belief never wavered. Signing Michael Jordan in 1984 revolutionized not just the athletic shoe industry, but celebrity sponsorship in general. He surrounded himself with smart, capable people, expanded sensibly, and never lost sight of his vision. If you want a book that gives you simple, cliché takeaways about how to become massively successful, “Shoe Dog” is not the book for you. If you’ve grown tired of trite business books, then check out what Bill Gates calls an “honest reminder of what the path to business success really looks like.” With a personal perspective, suspense, and more than a few wild anecdotes, “Shoe Dog” soars in a way few business books manage to. But then again, that’s what Nike’s shoes have always promised.
If there’s one word that best describes “Shoe Dog,” it’s “candid.” Knight gives equal space to his successes, failings, and insecurities.
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