Dear friends and colleagues from the CrossFit world, today we want to talk to you about a topic that is close to the hearts of all of us who manage a box: how to move from simple survival to true prosperity. Because if opening a box is relatively easy, making it grow and last over time is a completely different story.
How many of you have found yourself struggling month after month to make ends meet, to find new clients, to keep the enthusiasm of coaches and members high? How many have thought “If I can get through this difficult moment, then things will get better”, but then that moment never ended? Well, I have news for you: you are not alone.
Indeed, you are in good company. Most box owners go through these phases of ups and downs, constant challenges and uncertainty about the future. But the difference between those who quit and those who emerge lies in the ability to implement targeted and proven strategies for long-term success. Strategies that are not based on luck or chance, but on solid principles of business, leadership and community building. Strategies that have worked for me and for many other successful boxes around the world, and that I want to share with you in this article.
I don’t promise you magic formulas or shortcuts, but a clear and concrete path to take your box from surviving to thriving. A path made of vision, planning, execution and continuous adaptation. A path in which you will have to put in effort, courage and dedication, but which will bring you extraordinary results.
The first step to thriving in the long term is knowing exactly where you want to go and how you will get there. It seems trivial, but most of the garages do not have a clear vision and strategy shared by the whole team. Start by defining your “why,” the underlying reason you exist and the value you want to bring to your customers and community. It has to be something bigger than just “making money” or “being the biggest box in town.” It must be a mission that inspires you and guides you in every choice. Then, set specific, measurable, time-bound goals for the next 1, 3, and 5 years. Ambitious but realistic goals, which take you out of your comfort zone but which are achievable with commitment and focus. Don’t just limit yourself to financial metrics, but also consider aspects such as customer satisfaction, community impact, team development. Finally, create a detailed action plan to achieve them, with specific strategies, tactics and activities to implement across the various areas of the business: marketing and sales, service delivery, team management, administration and finance. Assign responsibilities and deadlines for each action, and constantly monitor progress.
2. Focus on the 360° customer experience
The second pillar of long-term prosperity is to always put the customer at the center of everything you do. It’s not enough to offer quality training or have cutting-edge equipment: you must create a memorable and engaging 360° customer experience. This means taking care of every detail of the customer journey, from the first contact on the website to the renewal of the subscription, through the welcome at the reception, the interaction with the coaches, the post-workout support. Each touchpoint must communicate your values, your style and your attention to the customer. Constantly listen to feedback from your members, both informal and structured through surveys and reviews. Use them to continuously improve your service, to resolve critical issues and to positively surprise customers. Make their voice heard as an integral part of the development of your box. Create moments of community and connection between members by organizing social events, group challenges, charity projects. Help them feel part of something bigger, of a tribe united by a passion for fitness and for the values of your box. The more connected they feel to you and to other members, the more loyal and ambassadors of your brand they will be.
3. Invest in team development
The third critical success factor is having a team of engaged, competent collaborators aligned with your vision. Your coaches, your receptionists, your managers are the face and heart of your box: their performance directly impacts customer satisfaction and business results. Dedicate time and resources to selecting, training and developing your staff. Look for people who have not only the technical skills, but also the soft skills and values that align with your culture. Actively involve them in defining the goals and strategies of the box, and give them the opportunity to express their potential. Offer professional and personal development paths, both through external courses and certifications and through internal mentorship and feedback. Motivate them with a compensation and benefits system that rewards merit and commitment, but also with public recognition and leadership opportunities. Create a positive and collaborative working environment, where there is room for discussion, innovation and even fun. Organize moments of team building and celebration of successes, to strengthen team spirit and a sense of belonging. The more cohesive and motivated your team is, the more your box will thrive.
4. Diversify and optimize revenues
The fourth essential element for prosperity is having a solid and diversified business model. You can’t depend on monthly subscription revenue alone: you need to create multiple revenue sources and optimize costs to have a positive, consistent cash flow. Some ideas for diversifying revenues: – Offer value-added services such as personal training, nutrition coaching, physiotherapy – Sell merchandising and branded products from the box, both on site and online – Organize paid events, workshops and retreats, also in partnership with other businesses – Launch affiliation or licensing programs for your box model – Offer consultancy and training to other boxes or industry professionals At the same time, work to optimize costs without compromising the quality of the service. Renegotiate contracts with suppliers, seek synergies and economies of scale, eliminate waste and inefficiencies. Use technology to automate and simplify processes, from booking management to payments. Constantly monitor your balance sheet and financial KPIs, and make data-driven decisions. Create an annual budget and periodic forecasts, and adjust course if necessary. The more you are in control of your financial situation, the more you can invest in the growth of your box.
5. Be visionary and resilient leaders
The last but perhaps most important ingredient for thriving in the long term is your leadership. As the owner and manager of the box, you are primarily responsible for its success or failure. You are the one who leads by example, who inspires the team and customers, who makes the strategic decisions. To be effective leaders, you must first of all work on yourself. Cultivate a mindset of growth and continuous learning, always seeking new stimuli and points of view. Be aware of your strengths and weaknesses, and surround yourself with people who complement and challenge you. Communicate your vision and values clearly, authentically and inspirationally, both inside and outside the box. Be the first promoter and ambassador of your brand, and create relationships of trust and esteem with all your interlocutors. Be resilient in the face of difficulties and failures, using every obstacle as an opportunity to learn and improve. Don’t give up at the first challenge, but persist with determination and flexibility towards your goals. Celebrate the successes of your team and your customers, and create a culture of optimism and possibility. Finally, never forget your “why”, the profound reason why you opened your box. Let it be your compass and your fuel in the toughest moments and the most exhilarating ones. Be the leader your box deserves and needs to thrive.
I am aware that the path from opening your box to true prosperity may seem long and tortuous. I know there will be moments of discouragement, doubts and the desire to give up everything. But I assure you that it is worth it, for you, for your team and for every person who enters your box and comes out transformed. The strategies that I have presented to you in this article are not a magic wand, but a proven roadmap to follow with commitment and dedication. Defining a clear vision and strategy, focusing on the 360° customer experience, investing in team development, diversifying and optimizing revenues, being visionary and resilient leaders: these are the pillars on which to build a long-lasting success box.
Don’t think you have to do everything alone: look for inspiration, support and discussion in the community of box owners, in your mentors, in your customers. Share your challenges and victories, and learn from those of others. Because together we are stronger, more creative and more resilient. If you implement these strategies with consistency and passion, I promise you will see your box transform from one that survives to one that thrives. You will see your customers multiply and become loyal, your collaborators grow and become passionate, your turnover and your impact increase beyond your expectations. But most importantly, you’ll see your “why” come true, your mission to change people’s lives through the power of fitness and community.
And there is no greater satisfaction than seeing the fruits of your commitment and vision. So, dear friends, my invitation to you today is not to settle for survival, but to aim for prosperity. Not to give up in the face of difficulties, but to use them as springboards for growth. To believe in yourself, your team and your garage, and to act every day to make it the best it can be. If you have already applied some of these strategies in your reality, share your experience and your results in the comments. If you are at the beginning of the journey, let me know which point struck you the most and what will be the first thing you put into practice.
It will be a pleasure to discuss and support each other on this journey. Remember: thriving is not a goal, but an ongoing process of learning, challenging and improving. Have the courage to undertake it and the determination to carry it forward day after day. The success of your box, and the realization of your “why”, will be your greatest reward. I wish you to go from surviving to thriving, with all my heart. Now go out there and make your box amazing!