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Two-Brain State of the Industry Report Suggests CrossFit Gyms Lag Behind Others in Key Metrics

CrossFit affiliate owners generally don’t open a gym expecting to get rich. 

• However, earning a good living and building a financially healthy, profitable business long-term are important goals for most of them. 

The recent findings from the annual Two-Brain Business “State of the Industry Report,” released on Monday, don’t look very promising for the big group class business model. At least, when it comes to financial success, there may be better ways to run their businesses.

Remind me: This year’s report gathered data from gym management software companies Wodify and Kilo, analyzing about 7,000 gyms. Of these, 68.6 percent are large group class gyms, such as CrossFit gyms, boot camps, or gyms that offer HIIT in large groups.

• It also examined small group gyms, defined as semi-private gyms and individual program design gyms, as well as one-on-one gyms, which are personal training gyms.

Finally, there was an “other category,” which encompassed both non-coaching gyms and those with a diverse range of service offerings.

The details: The data from the report clearly show that small group gyms and one-on-one gyms are outperforming the traditional big group class model that has long characterized the CrossFit and functional fitness industry. 

Let’s take a look at some of the metrics.

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COMMUNITY

Affiliate Spotlight: Vince and Jenai D’Orazi’s CrossFit Acclivity

In October 2022, Vince and Jenai D’Orazi moved from their home in Boise, Idaho, to the small mountain town of McCall, 100 miles away. 

• Popular with runners, hikers, backpackers, mountain bikers, and skiers, McCall attracts an influx of seasonal tourists each year, as many are drawn to Payette Lake, the Payette National Forest, and the nearby Salmon River. 

However, the year-round population is just about 4,000 people – not a place most would picture as an ideal spot for a CrossFit gym. 

The D’Orazis have years of experience as CrossFit athletes, competing at the Semifinal level, and they also have extensive coaching experience in Boise. When the couple moved, they knew CrossFit would still play a significant role in their lives. 

• “We wanted to start a CrossFit affiliate because we are CrossFitters through and through and wanted to share our passion and skill set with our community. We have been lucky to be part of some amazing gyms with amazing coaches in our lives, and their impact on our lives has been invaluable. We wanted to create that for others,” the D’Orazis told Morning Chalk Up.

But establishing a gym with a permanent clientele in a place like McCall presents its own set of challenges.