The idea of CrossFit selling or spinning off its flagship event, the CrossFit Games, has been gaining attention lately. Many in the community have asked if separating the Games from the core CrossFit brand could allow both the Games and the affiliates to thrive independently. However, the reality is that such a move could create significant financial challenges.
The CrossFit Games, particularly the Open, generate around $7 million in revenue each year. Losing that income would be like losing 1,500 affiliates. So, selling or spinning off the Games isn’t a viable option for CrossFit if they want to maintain their financial stability.
But this debate brings up a different, more crucial question: how can CrossFit better integrate the Games with the affiliates, making them a complementary force rather than separate entities?
John Wooley (@wooleymemeth) explores this question on his latest Youtube Video.
Financial Impact of Selling the CrossFit Games
At the heart of the debate over selling the CrossFit Games lies a simple but critical factor: money. The Games, particularly the CrossFit Open, represent a substantial portion of CrossFit’s annual revenue, generating an estimated $7 million each year. This amount is roughly equivalent to the revenue from 1,500 affiliate gyms.
If CrossFit were to sell or spin off the Games, that $7 million could be at risk. Such a loss could undermine the organization’s financial health, potentially threatening its ability to support affiliates and maintain the quality of its programs.
Given this context, it becomes clear why selling or separating the Games is not a feasible strategy. Instead, the focus should shift to making the Games a more effective tool for promoting the CrossFit community and driving affiliate growth.
Reconnecting the Games with Affiliates: How to Strengthen the Bond
Instead of selling the CrossFit Games, the solution may lie in tightening the connection between the Games and the affiliates. Here are some key strategies to achieve that:
Make the Open Matter Again
To bridge the gap between the Games and everyday CrossFitters, the Open must regain its significance. The Open should be a direct pathway to the CrossFit Games or semifinals for a select group of athletes, with others progressing through quarterfinals.
This streamlined approach would reduce the length of the competition season, protecting athletes’ health by minimizing the number of events they must compete in — a lesson learned from other sports like the NFL, where top players often avoid playing in preseason games to preserve their bodies.
Beyond athlete safety, restoring the Open’s importance would bring back the excitement of leaderboard watching, reminiscent of CrossFit’s early days when athletes and fans eagerly awaited score updates. This renewed energy could re-engage both affiliates and athletes.
Enhance Open Announcements
To further strengthen community ties, the Open announcements could be reimagined to become more of an affiliate experience. Featuring everyday athletes — like “Joe the plumber” — alongside elite competitors in these events could create a unique opportunity to highlight the stories within the affiliate community.
This format could also involve CrossFit legends from years past, such as Matt Fraser or Julie Foucher, to add a nostalgic element while showcasing the diversity and camaraderie of the CrossFit community. These changes would enhance community engagement and reinforce the value of the Open as more than just a sporting event.
Increasing the Relevance of Affiliates in the Games
To further strengthen the bond between the CrossFit Games and the affiliate community, CrossFit can take additional steps to make affiliates central to the competition.
Affiliates as a Requirement for Competition
One way to emphasize the importance of affiliates is by requiring all Games athletes to hold a membership at a registered CrossFit affiliate. This change would mean every Games athlete, regardless of status, has to maintain a monthly membership, ensuring that they are truly part of the community they represent.
The affiliate name on an athlete’s jersey would signify a commitment to CrossFit’s core values and the affiliate ecosystem. It would highlight that CrossFit is more than just a sport — it’s a lifestyle practiced within these local gyms. This visibility would also help showcase that the “fittest on Earth” come directly from these community hubs.
Including Garage Gym Athletes
To address concerns about athletes who train independently, like those who work out from their garages, CrossFit could introduce a new model: garage gym affiliation. This option would allow individual athletes to affiliate their garage gyms by paying a similar monthly fee as any affiliate membership — potentially between $150 and $250 per month — and obtaining a Level 2 certification.
This approach balances inclusivity and fairness, allowing all competitors to maintain the affiliate connection while highlighting the importance of CrossFit’s methodology.
Rebranding the CrossFit Games for a Stronger Community Focus
To further reinforce the connection between the CrossFit Games and its affiliates, a rebranding could help shift the perception and purpose of the Games.
Proposing a New Name: “Cross Games and Affiliate Festival”
Renaming the event to the “Cross Games and Affiliate Festival” could better reflect its dual purpose: celebrating elite competition while showcasing the broader CrossFit community. The inclusion of “Affiliate” in the name emphasizes the centrality of the gyms to CrossFit’s identity and mission.
Under this new branding, every aspect of the event would be designed to highlight affiliates. For example, athlete introductions could specify their home affiliates — “Tia-Clair Toomey from CrossFit Proven” — emphasizing the gyms behind the competitors. Additionally, activities like affiliate gatherings, education sessions, and community-building events could be expanded to foster a festival atmosphere that celebrates both the sport and the wider CrossFit community.
Maintaining a Festival-Like Atmosphere
Building on this new identity, CrossFit could enhance the festival experience by continuing to offer activities like affiliate lounges, community workouts, and on-site educational sessions. By making the Games feel like a celebration of both competition and community, CrossFit can create a more inclusive environment that engages all attendees — from athletes and coaches to fans and affiliates.
Reviving the Magic of the Games: A Call to Action
The CrossFit Games were once celebrated for their electrifying atmosphere and strong sense of community, particularly during the years at Carson, California. However, the magic of those days wasn’t just about the location or the champions like Rich Froning and Annie Thorisdottir. It was about the overwhelming presence of affiliates and their members, who traveled in droves to support their favorite athletes and experience the event together.
To recapture that spirit, CrossFit should focus on re-engaging affiliates and their communities. Bringing affiliates back into the spotlight — making them an integral part of the Games’ experience — is key to recreating the excitement that once defined the event.
The emphasis needs to return to a community-centric approach where the Games serve not only as a platform for elite competition but also as a celebration of the affiliate culture. This could be achieved through initiatives that encourage affiliate attendance, promote community stories, and integrate affiliates into all aspects of the Games.
Conclusion: Aligning with CrossFit’s Mission
Ultimately, CrossFit’s mission is to drive affiliate growth and promote its transformative fitness methodology worldwide. By strengthening the connection between the CrossFit Games and its affiliates, the organization can achieve both goals more effectively.
Rather than viewing the Games and affiliates as separate entities, integrating them could enhance the visibility of the affiliates, foster community engagement, and attract new members. This alignment could also reinvigorate the Games, making them not only a spectacle of athletic prowess but also a powerful showcase for CrossFit’s core values and culture.
To make this vision a reality, the CrossFit community must unite in its commitment to supporting both the Games and the affiliates. By embracing these changes and continuing to innovate, CrossFit can grow stronger, ensuring that its methodology reaches more people across the globe.
Have your say — what changes would you like to see at the CrossFit Games? Share your thoughts in the comments, and don’t forget to hit the subscribe button for more updates!
