Branding the Independent Gym - A Panel Discussion

Dan Kallen
Director of Content, Coaches Only
Business, CrossFit

In this panel discussion, three experienced gym owners dive into how they developed and managed their gym's brand. Our panelists are Michael Krivka, Craig Hysell, and Adam Noble.


The first thing we find is that none of these now-successful owners started out with the idea of developing a brand—they all set out to be great coaches and have great facilities for their members. Branding, for all of them, came along fairly organically as their business grew.


Along the way, we find that these owners take a very broad view of branding, and they feel strongly that it extends far beyond a logo and the look-and-feel of a website. They also know that the things that really matter to their business are not necessarily the things that fall to graphic artists or wordsmiths.


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