Take a look at our latest newsletter this month.
THE
FEBRUARY 2019
ODE TO THE OPEN Hot take: The changes being made to The Open are good for CrossFit, good for affiliate owners, and good for global fitness. Bold claim, I know — but I can’t shake the feeling that the shifts taking place will bring the function of the event in line with its spirit. Looking at the way our community has been trending over the past decade, moving The Open’s focus away from The Games will put the thrust of the event where it needs to be: on helping everyday people improve their fitness. Now, don’t get me wrong; The Open and The Games are great in their own ways. But like most CrossFit members, I’ve never actually experienced them as a linked event. The vast majority of those who compete in The Open don’t stand a chance of qualifying for regionals in the first place, and that’s okay! For me and many others, the joy of The Open lies in beating our own PRs
himself said, “The miracle at the box is the health.” Instead of intimidating potential members with the prospect of being judged against the best athletes in their region, why not make The Open about celebrating people of all shapes and sizes working to get in better shape. I still remember my first time competing, back in 2012. I was still new to the scene and was not entirely sold on the idea of being a CrossFitter. But The Open is where it clicked for me. The notion of watching where I stacked up against my peers drove me to leave it all out on the floor — and you can bet that I came away hungry to improve my numbers for the next year. For me, that sense of camaraderie, of being in an event where everyone pushed themselves to do their absolute best, is what made The Open so addicting. That sense of grassroots competition isn’t going anywhere. of all stripes really start living and breathing CrossFit. Now’s their chance to post those new PRs on Instagram, talk about the progress they’ve made since last year with their friends, and maybe finally convince one or two of them to head to the box themselves. Opportunities abound for affiliates to up their membership numbers and boost their retail numbers significantly during The Open. I believe the changes taking place this year will help boost that new- member conversion rate. In truth, my only qualm about The Open is that it’s happening twice this year. I love how the competition draws the best out of me, providing that extra “kick” to do each workout at 100 percent. But boy, do I hurt like hell afterward. Oh well. If taking my lumps two times in 2019 is the price for opening up CrossFit to everyday folks who want to improve their health, I’ll gladly pay it. And the biggest winners of a more inclusive Open are affiliate owners. Traditionally, this is the time of year when current members
from last year and putting up higher numbers than our friends.
However, the past perception of The Open as a head-to-head
competition for high-level athletes played into the public perception that CrossFit is only for the fitness elite. This perceived inaccessibility runs contrary to CrossFit’s actual mission — as Greg Glassman
Cheers,
–Dave Colina Founder, O2
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MARKETING STARTS RIGHT
Whether you’re the CEO of a major tech-savvy corporation or a freelancer, your eyes should be set on your next marketing move in this digital age. While spinning signs on sidewalks and flying banners from the backs of airplanes may be considered staples of public outreach to some, the tides are shifting to more targeted ways of reaching your future clientele. Virtually any business can benefit from utilizing hyperlocal advertising and its many strategic facets. Hyperlocal advertising refers to the process of hyperspecific or niche marketing campaigns implemented for a certain focus area. This can manifest in many comprehensive forms, depending on the specific needs of the business. A local mom and pop restaurant may choose to take advantage of hyperlocal advertising by sending ads to potential customers within a 5-mile radius during the hours they are most likely to be hungry, on their lunch breaks, or when they are otherwise free to stop in for a bite to eat. Alternatively, a major car dealership in a metropolitan area could target their potential audience by running ads during local professional sports games.
3 STEPS TO MAKE THE MOST OF THE COMPETITION OPEN FOR BUSINESS
SWEET VICTORY We’ve talked in the past about the value of free giveaways of retail items to entice members who may not have tried these products before. But what if, rather than being free, these giveaways were earned? Getting a prize for beating a PR from the previous year’s Open will make members feel recognized and valued. A gesture as simple as being awarded an O2 on the house to celebrate can make a member at any fitness level feel like a champion. Not only does this give them a taste of what your retail products have to offer, but it also gives them a reason to talk up the gym that just rewarded their achievements with free stuff.
As Dave discusses on this month’s cover, The Open is a great time to bring your box together and celebrate athleticism on all levels. As members pour their all into crushing PRs, owners should be looking to put their own numbers on the board. Whether you’re looking to boost your retail sales or your membership count, The Open is the perfect time to find that extra boost. Here are a few ways you can make the most of it. SALES Nothing will kick-start your retail numbers for the year like holding a sale during The Open. Even the most casual members will be looking for ways to get serious and boost their performance this time of year. Why not lower the barrier for entry on the products that will help them do just that? Deals like two O2s for $5 or bundling items that go well together can turn even the most reticent members into retail regulars. SWAG, SWAG, SWAG Chances are, CrossFit is already going to be top of mind for members competing in The Open. This is the time of year when they’ll be talking up their workouts to their friends, family members, and countless social media followers. Wouldn’t it be great for your members to show off your gym brand during The Open season? Giving your members swag like T-shirts or tote bags is a great way to let these proud athletes rep their gym to all who will listen.
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NEXT DOOR
So how does this work for YOUR business? It all depends on your desired campaign for your targeted region. Assuming you’re well- informed about your current demographics or the demographics you’re hoping to reach, there are several methods to effectively implement hyperlocal advertising tactics. By using GPS and IP addresses, you’ll be able to target ads to specific cities, streets, and even buildings by inputting their coordinates. After you’ve narrowed it down, you can choose which areas work best for your goals. A mechanic shop expanding to a new city may cast a wider net, while a high-end jeweler may target areas with higher incomes. With hyperlocal strategies, your advertisements can be catered on a variety of digital platforms, like social media, streaming services, and apps. These new-age technologies will give you more exposure and patronage for your ever-expanding business!
AFFILIATE SPOTLIGHT NATHALIE MEJIAS STRIKES A BALANCE One of the greatest struggles affiliate owners often face is finding the balance between their box and their family. This is especially true when you have family members attending or helping you manage your gym! This month, we sat down with Nathalie Mejias of Driving Force CrossFit in Pembroke Pines, Florida. As a mother of three kids and co-affiliate owner alongside her husband, Nathalie knows how to keep many plates spinning at once! We talked about what first brought her to CrossFit and how she strikes a balance between gym and home life. In a way, family is what first brought Nathalie to CrossFit. “Six months after I had my second child, I looked in the mirror and did not like what I saw,” she tells us. “I had recently reconnected with a friend who transformed her body through CrossFit. I told my husband I wanted to try, and the rest is history.” Nathalie had been a gym-goer in the past, but recognized there was something different about CrossFit. “The challenge motivated me,” she tells us. “The first time I lifted a barbell, I thought ‘Wow, I’m strong!’ It was empowering.” Within two months, Nathalie got her husband, Carlos, to come to workouts, and the two became avid members. Fittingly enough, it was the arrival of Nathalie and Carlos’ third child that made them take the leap from being members to becoming owners. Realizing just how busy their lives were about to become, the two almost hung up their CrossFit lifestyle. “My husband was getting ready to set up a gym in our garage,” she remembers with a laugh. “We tried to work out on our own, but it just wasn’t the same. We missed that sense of community. Then one day my husband came home and told me we’d become affiliate owners.” Rather than give up CrossFit for their work life, the Mejias family made their box their work life and got to continue to be a part of the community they loved. Three years later, Nathalie says the only hard part was raising her three young kids while growing Driving Force. “I make it work,” she says. “You have to set up healthy boundaries. Once you go home from the gym, you have to disconnect and focus on your family,” she explains, expressing that new and old box owners alike should “carve out time” for themselves and their loved ones.
SPICY SALMON TARTARE
This delicious tartare is the perfect healthy alternative to gut- busting game-day dips. Serve alongside your favorite chips or crackers for an appetizer that’s sure to impress.
INGREDIENTS
• 1 8-ounce boneless, skinless salmon fillet • 1 tablespoon fresh lime juice • 1/4 teaspoon lime zest • 1/4 cup cucumber, seeded and finely diced • 1 1/2 teaspoons jalapeno peppers, seeded and minced • 1 1/2 teaspoons shallots, minced
• 3/4 teaspoon fresh ginger, peeled and finely grated • 1 1/2 teaspoons fresh cilantro, minced • 1 1/2 teaspoons fresh chives, minced • 1 1/2 teaspoons grapeseed or vegetable oil • Salt and freshly ground pepper, to taste • Crackers or chips, for serving
DIRECTIONS
1. Place salmon in freezer for 20 minutes to make slicing easier. 2. Meanwhile, prepare other ingredients for mixing. 3. Thinly slice salmon into sheets and cut sheets into strips and strips into cubes. When finished, you should have 1/8-inch cubes. 4. In a mixing bowl, combine salmon with all other ingredients. Season with salt and pepper. 5. Garnish with chips or crackers and serve.
Thanks for all you do, Nathalie!
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Ode to The Open Page 1 Better Targeted Ads for Your Local Customers 3 Steps to Boost Your Numbers This Open Page 2 Spicy Salmon Tartare Meet Nathalie Mejias! Page 3 Book Review: ‘The Obstacle Is the Way’ Page 4
‘THE OBSTACLE IS THE WAY’
STOICISM AND SUCCESS IN THE MODERN ERA
Would you rather read an inspirational book favored by some of the biggest stars in the NFL, or a strategy guide found on the nightstands of some of the world’s most powerful political figures? Well, thanks to Ryan Holiday’s latest work, you don’t have to choose. “The Obstacle Is the Way: The Timeless Art of Turning Trials into Triumph” has been championed by leaders in almost every field, from musicians to governors. To understand why this work is winning such high praise, you first have to understand the man who wrote it.
his team have advised major brands like Google and TASER. “The Obstacle Is the Way” represents a distillation of Holiday’s personal philosophy for success. The book gets its name from a modern rephrasing of a Marcus Aurelius quote. The philosopher turned Roman emperor once said, “What stands in the way becomes the way.” From this principle, and the foundational tenets for stoicism developed by the ancient Greeks, Holiday presents a no-nonsense approach to problem-solving that is as old as time. Packed with examples ranging from American Civil War generals to Amelia Earhart, “The Obstacle” paints a clear, compelling picture of what this ancient philosophy has to offer the leaders of the future. The book has a hardline stance: “It doesn’t matter what happens to you. It matters what you do,” which removes factors of luck and talent from the equation. To Holiday, persistence trumps everything else. Those looking for feel-good quotes or self-affirming platitudes should probably skip this book. But for those who are serious about reaching their personal or professional goals, and who are willing to put in the work, “The Obstacle” is just the kind of kick in the pants you’ve been looking for.
In classic entrepreneurial fashion, Holiday dropped out of college when he was just 19 years old, choosing instead to get his education under the direct mentorship of author and strategist Robert Greene. Eventually, his focus on media manipulation and human nature would land him at the top of the American Apparel marketing team. Now the head of his own strategy firm, Brass Check, Holiday and
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