If you were a CrossFit affiliate owner in 2010, you didn’t need marketing. You were cool, and the cool kids would find you. 

Then CrossFit got big, and in came the gurus and talking heads with their playbooks. 

Now, it’s mainstream — but it isn’t the members who’ve turned pack mentality. It’s the affiliate owners themselves. 

It’s understandable: There’s been doubt. Uncertainty. Conflict. Fear.

And in times of fear, it’s human nature to cling to what seems safe: a plan, a playbook, a mentor who’ll tell us what to do. 

But here’s the thing: Only you can decide what to do. Because you — and affiliates, and affiliate owners — are unique. 

It’s time to tell your own story. 

CHAPTERS

0:00 Intro 

5:17 The collective “affiliate owner” identity

8:36 The eternal struggle of social media and marketing

20:07 Moving from distraction to intention

32:08 The great lie: Affiliate owners and the “competition”

40:07 The CrossFit Open: Obligation or opportunity?

50:21 Tell your story