The Group X Business Model is Failing the Fitness Industry

Craig “Patty” Patterson
Guest Contributor
Business, CrossFit

I am not here to criticize CrossFit. CrossFit is successful and has been instrumental in changing the fitness industry for the better. CrossFit has created countless opportunities for coaches. CrossFit understands the free market model, because each independently owned gym is free to deliver the product as it so chooses. 


But remember, CrossFit is an affiliation model, not a franchise. Prospective business owners take a two-day course on the movements as a prerequisite to this affiliation. Many have no business experience and take no business training before opening their gyms. Some gyms will do great, some will not. That is the nature of the free market. Greg Glassman, CrossFit’s founder, alludes to this himself.


Here is my problem: the Group X business model that almost all CrossFit affiliates use is not suited to the success of these individual businesses.


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