Assignment
CrossFit's popularity has shot up in the past few years. Since its inception in 2005 till now there are 10,000 gyms worldwide. grossing over $100 Million dollars in profit. Yet despite the tremedous growth, the company has faced a lot of backlash and harsh criticisms. Beginning from a training regimine to now an international competition.
The assignment was to research into the brand and assess where are the opportunities for the company to fortify their brand and grow upon. Crossfit has approached a crossroads where the original brash and rugged core values are now becoming a hindrance to the very brand that it created. As the name and brand has spread so vastly that the training is hard to maintain consistency throughout all gyms.
The following is a presentation and report on how CrossFit, Inc. could create a brand campaign that restores trust with the wider crossfit community by enforcing stricter and more accountable strategies.
Work was done primarily through secondary research and primary interviews with primary and secondary customer segments and stakeholders.
