The energy of a box packed with athletes crushing their fitness goals is unmatched. But if the turnout for your workouts is looking a little sad, it’s time to start marketing your CrossFit business.
Proven CrossFit Marketing Strategies
Because we know you like a good Rx, here’s a downloadable CrossFit Marketing Plan to get you started. See what strategies make sense for you and scale accordingly.
Make A Copy of Your New Marketing Plan
You’ve got your template. Next, settle in — maybe grab a smoothie! — and let’s go over how to get you more CrossFit clients.
Start With Your Brand
You’re a CrossFit trainer, but that’s not all you are. Likewise, your brand is more than just CrossFit, it’s built on your unique strengths and how you choose to connect with your ideal audience.
Spend a few seconds on the CrossFit Trainer Directory, and you know you’re up against some steep competition. What makes you stand out? Why would someone choose you to be their trainer versus others in the area?
Your brand is how you present yourself to the public and to potential members. It can be unmemorable, just another name in the barrage of marketing messages they receive daily, or it can be impactful, spurring people to want in. That’s all up to you!
Branding Basics
You recognize the CrossFit logo — its bold lettering, clean white-on-black color scheme, and no-frills design. What about its core values? You know the brand is all about fitness for everyone, through functional, high-intensity movement and a community-driven approach.
CrossFit is recognizable because of its established branding.
What CrossFit has done with its brand is what you need to do with your brand.
You’ll need to nail down these key components of your brand:
- Your name: Are you using your full name? Or maybe a snappier version of it combined with “CrossFit”? Are you including your city? Whatever you choose, be consistent.
- Your visual identity: This includes your logo, brand colors, typography, and overall visual vibe. If you’re a design-oriented person, you might be able to nail this down using Canva’s brand kit. If not, it’s worth it to pay a pro to create a logo and other brand elements to use on your marketing materials. For low-cost design or branding help, try Fiverr.
- Your core values: What beliefs do you stand for?
- Your mission: What’s your goal? Why do you coach CrossFit?
- Your personality: Who are you? What kind of trainer are you? Who you are as a person is going to translate to the personality, aka the human traits, associated with your brand.
Unique Selling Proposition
Now for that extra something: your unique selling proposition (USP), which is the one thing you sell that’s — you guessed it — unique.
The biggest challenge you’re going to face in differentiating your CrossFit training business from other CrossFit training businesses is offering what no one else offers. You might feel like your brand is just an extension of CrossFit — nothing more. So dig deep!
- Do you offer early-morning sessions in the corporate part of town?
- Do you specialize in beginner-friendly workouts for special populations?
- Do you have the credentials to offer meal plans for members?
- Do you offer one-on-one sessions, whereas your competitors only offer group sessions?
- Do you have certified expertise to leverage? Maybe you’re a CF-L3 or L4?
- Do you have a background in another fitness style?
Once you figure out what your USP is, hold onto it for later. It’s going to be the foundation of your CrossFit marketing strategy.
Create a Website
“Start a webpage. I know it seems like a lot more work (and it is) and is more time-consuming (and it is) than posting on social media and getting clients that way, but with a bit of work, there is A LOT of staying power, particularly if the content is well crafted, researched, and appealing to their target audience(s). Being able to write about industry-related topics in an informed manner is so rare in this space; just showing the effort to do this sets you apart!”
– Tom Eskey, CF-LV1, Garage Gym Revisited
SEO Essentials
SEO, or search engine optimization, is how you get found by customers when they search on search engines like Google.
Here are some need-to-know tips to get you started.
- Look at your website from a stranger’s POV: Does it load fast? Is it easy to navigate? Does it answer your burning questions?
- Check for mobile use: Everyone’s on their phones these days, so ensure your website looks good on that small screen, too.
- Do your keyword research: What words or phrases are people searching for that you want to show up for? For example, “CrossFit [your city]” or “Beginner CrossFit [your metro area].” Add these intentionally into your website’s copy.
- Link to your Google Business Profile: First, claim your Google Business Profile (GBP) and add your details (name, phone number, address). Link your GBP to your website so when local searchers look you (or “CrossFit near me”) up, it’s a straight shot to your website, workout schedule, and sign-up form.
- Tap into your analytics: Like the number of completed reps on your box’s whiteboard, your website’s analytics give you a detailed picture of your website’s health. Check the numbers often and adjust your layout, images, copy, and CTA (call to action) buttons to find what works.
Must-Have Pages
- Homepage
- Programs
- Schedule
- FAQs
- Sign Up Form
- About Me
- Contact Me
- Blog
- Contact Me
- Gallery
- Testimonials
Consider your user’s experience when designing your website. Some of the information on these pages is essential if they’re ready to sign up for some sessions, but some of it is to give them an extra nudge.
Make sure it’s easy for them to find what they need or they will click away.
Content to Add
You know your CrossFit stuff — show your online readers what you got! The content on your website should reflect your expertise and personality.
Here are some types of content you might include:
- Your CrossFit story
- Workouts of the day
- Blog posts about all things CrossFit
- Fitness tips
- Industry trends
- Personal insights
- Detailed program descriptions
- Video demonstrations of exercises
- Testimonials (written or video) of members sharing their successes
- Trust signals, such as your CrossFit certification and insurance badge
- What first-time athletes need to know before attending, plus a section for them to e-sign a liability waiver
Remember your USP you worked hard to perfect? Highlight it throughout your content so it’s crystal clear how leads can benefit from your CrossFit training.
Connect on Social Media
What’s the last thing you sent to a friend on social media? Maybe a meme about aligning your workout schedule with hair wash day, maybe another commentary on fitfluencers thinking the world revolves around their public filming setup — whatever it was, it entertained, informed, or inspired you in some way.
This is precisely the kind of value you want to offer to leads on social media.
Don’t think of social media as a race to get to 10k followers (though that’d be a killer milestone!) The point is to connect with your athletes and like-minded others. Build connection, build trust, build business!
Here are the most important and effective platforms for CrossFit trainers:
- Instagram: A visual platform with over 133.5 million U.S. users with highly scrollable Reels and personalized For You Page
- TikTok: A trend-centric visual platform beloved by Gen Z for short, engaging videos
- Facebook: The online version of a bulletin board — for community building and event promotion
- X (Twitter): A micro-blogging platform ideal for quick updates and commentary
- Pinterest: The not-so-social but highly visual platform best for long-term traffic on infographics and meal prep recipes
CrossFit Social Media Marketing Content Ideas
- Daily WODs
- Quick technique tips
- Client spotlights
- Personal stories
- Motivational videos
- Leaderboard updates
- Meal prep ideas
- Rest and recovery tips
- Behind-the-scenes clips of your workday
- Live Q-and-As
- Local business partner features
- Influencer collabs
- Promotions and contests
- User-generated content
- Fitness myths debunked
- Created GIFs of workout demos (starring you!)
- Social media trends (adapted for your business)
- Stitches or remixes of trending fitness content
Pick your platform(s). Batch your content. Create a content calendar. Respond to followers. Be authentic. And have fun with it.
You can get coverage for personal and advertising injury, such as claims of libel, slander, and intellectual property infringement brought against you. It’s a smart investment if you’re taking your business online.
Set Up Local Listings
Next up, get your local listings up and running to maximize your business’ visibility. We already mentioned your Google Business Profile so that’s one down, but there are other local listings you should set up. Best of all, most are free.
- Yelp
- Facebook Business Page
- Apple Business Connect
- Bing Places
- Fitness-specific directories like ClassPass and Mindbody Marketplace
- Local business directories like Yellow Pages
- Local Chamber of Commerce directories
How to Set Up Local Listings
The more accurate information you can include on your local listings, the better. First, create a spreadsheet and fill out basics like your business name, address, phone number, website URL, social profiles, and so on. Then, knock out your local listings like they’re reps.
Some local listing platforms allow you to include a description, tagline, certification, and images — so make it count!
For a primer on the nuances of each listing component, check out Moz’s guide to local listings.
Run Ads
To round out your online CrossFit marketing plan, you’ll need to spend money to make money. Run ads to get more eyes on your business, build awareness, and reach those future clients.
It’s easy to get overwhelmed with the number of options for paid ads, so start with these main types.
Where to Run Ads
Social Media Ads
Instagram, Facebook, and TikTok will be your main platforms for running social media ads. The great news is that once you’ve made your business accounts and are already posting on these platforms, creating your ad campaigns is a user-friendly and intuitive experience.
You can create new content or use content that you’ve already uploaded, set your target audience, duration, budget, and that’s it! Your ad’s running.
Be sure to keep your ad content engaging and motivating — you want to give people a sense of what your CrossFit workouts are like.
Google Ads
By now you know, the word “Google” is a verb that’s synonymous with “search online.” Running Google Ads is how you’re going to greatly increase your visibility when someone searches “CrossFit near me” or “Best CrossFit [your city]” online.
You’ll need to select which keywords are most relevant to your business, then when someone searches for those keywords, Google allows you to “bid” to have your business show up in the top search results.
If that sounds complicated — well, it kind of is! But Google Ads does offer personalized support to walk you through your plan. And the power of getting “served up” by Google to your potential clients can make all the difference between a full athlete roster and an empty one.
Don’t forget to link to your Google Business Profile for maximum local exposure!
Seasonal vs. Ongoing Ads
Just like you consider the balance between training and recovery, you also need to strategize your ongoing versus seasonal ads.
Ongoing ads are essential for maintaining brand awareness year-round, while seasonal ads capitalize on seasons, holidays, or trends within the year.
New year’s resolutions, summer vacations, wedding season — these are all timeframes where you can go hard with seasonal ads and maybe promote a special discount. Just know that your competitors will be doing the same, so highlight your USP loud and clear.
Keep your branding consistent, make sure your seasonal ads feel like a natural extension of your ongoing ads, and track insights to see what resonates with your leads.
Marketing Budget Tips
Let’s talk numbers. Don’t spend your money without a plan — it can start to get out of control quickly. Manage your budget and take a calculated approach to your online CrossFit marketing.
- The general rule of thumb is to spend 5–10% of your revenue on marketing. Say you make $3,000 a month, then your marketing budget is around $150 – $300 for the month.
- Start small, test, and scale. Try spending $100 a month on Instagram, Facebook, or Google Ads, then compare results. Which platform brought in the most clicks or new clients?
- Diversify across platforms based on your testing. Maybe your ads are performing well on Instagram. Commit 50–60% of your budget there and split the rest between the other platforms.
- If you’re in a high-competition market, consider spending at the higher end of your budget, like the full 10%.
- When it comes to your ongoing vs. seasonal split, plan to allocate 70% of your paid ads budget to ongoing and allocate the rest to seasonal campaigns.
Leverage Email Marketing
Your CrossFit email marketing plan should include two main components: automated campaigns and newsletters.
Automated Email Campaigns
An automated email campaign is a series of emails that you can write in advance and send in a cadence of your choice. For example, when a new client signs up for your workouts, they’re excited about their fitness journey, so this is a great time to educate and engage them.
Try something like:
- Email 1: (Day 1) Welcome!
- Email 2: (Day 3) Here’s what to expect at CrossFit.
- Email 3: (Day 7) Meet your CrossFit community.
- Email 4: (Day 14) Tips for maximizing your CrossFit experience.
- Email 5: (Day 30) Keep the momentum going — next steps!
You can also countdown to a special challenge or seasonal event.
CrossFit Newsletter
Keep your CrossFit community in the know with a regular newsletter. Send updates, class schedules, workout tips, or direct them to your website’s blog. Just be sure that you’re sending something of value — you want to stay top of mind but not at the expense of spamming their inbox.
Don’t Sleep on Traditional Marketing
The fitness world sees its fair share of fads and gimmicks, but you know that some methods are tried and true. Likewise, traditional marketing still works today, so don’t overlook these strategies when devising your game plan.
Partner With Local Businesses
Think of partnering with local businesses like teaming up with a workout buddy who pushes you to hit that next personal record. By collabing with bodywork professionals, health food stores, sporting goods stores, and even complementary fitness studios, you can cross-promote each others’ services.
Reach out to a local business (or a few!) and ask if they’d be interested in offering a discount to your members if you’d do the same for their customers.
For example, the massage spa next door might give your athletes their third massage for free if you give the spa’s clients their third workout for free. There are so many ways to partner!
Host Events
Hosting events is a chance to let newbies experience the thrill of CrossFit and get hooked. Organize a community workout session or take your business to the local park or beach (don’t forget the permit!) to show off your coaching skills firsthand.
These events increase your visibility and help to decrease the barrier to entry. Once first-timers realize, “Hey, I can do this!” they’ll be more inclined to sign up with you. And for even more of a push, offer an incentive they can only redeem if they pay for a package before leaving. Done deal.
Get on the Community Board
Your box’s whiteboard is not the only board that matters! Print out fliers or get some business cards made and post them on community bulletin boards to get in front of local eyes.
Keep these marketing materials on you at all times — you never know when you might happen on a business card bowl. The point is to be as visible as possible, so when people think of fitness, they think of you.
Sponsor and Volunteer
If you have the time and resources, consider sponsoring local events or volunteering in community initiatives. When you help out by sponsoring a local charity run, for example, not only do you get some good karma points, you also gain exposure and position yourself as a business that’s invested in the community. It’s a win-win, honestly, and you’ll feel great afterward!
Start a Referral Program
Of all of these traditional marketing tips, this is the one you absolutely cannot sleep on. Your current CrossFit members are with you — let them help cheer you on with referrals.
Start a referral program that rewards current clients with a discount or perk for every friend or family member they bring in. Word-of-mouth recommendations speak volumes, and this is a low-effort way to get your business growing.
Plus, it shows how much you value your current clients, and they’re also going to love working out with their favorite people.
Why Every CrossFit Trainer Needs Insurance (And How to Use This in Your Marketing Strategy)
So you’ve put in all this hard work to get more CrossFit members through your doors, it’s time to protect your efforts from “what if” moments like third-party injury, property damage, and even dissatisfied clients.
Every CrossFit trainer needs insurance. It’s what keeps you from having to pay out of pocket — or shutting down your box — when accidents happen. If an athlete were to tear their rotator cuff trying to up their Fran time and decided to sue you for negligence and their medical bills, can you afford it?
Getting liability insurance as a CrossFit coach gives you peace of mind to focus on crafting killer WODs and motivating your athletes — not on all the risks.
Being an insured CrossFit coach also boosts your credibility. It signals to your athletes and prospects that you’re a real pro who cares about keeping their community safe.
Set yourself apart from your competitors by displaying your insurance badge on your website and other marketing materials. You can highlight that you’re insured as one of your USP talking points
Did you know you can get insured for just $15 a month from Insurance Canopy? Our coverage is excellent-rated, goes wherever you work, and can be purchased online in just a few clicks.
FAQs About CrossFit Marketing
Focus on improving retention by regularly checking in with your athletes, listening to their feedback, offering exclusive incentives for loyalty (such as a discounted package after a year of membership), and hosting appreciation events.
Ensure that your members feel valued and that you’re all in on helping them on their fitness journeys.
Use member testimonials, particularly photo and video, in all of your marketing channels! They tell the story of your athletes’ success and speak to the efficacy of your coaching.
Member testimonials can highlight specific aspects of your business, such as the community, variety of workouts, or your coaching style. You can use them in social media ads, email campaigns, and across your website. Include before-and-afters for more visual impact!
- Conversion rate: the percentage of prospects who become paying members after engaging with your marketing content
- Website traffic and behavior: the number of visitors to your website, their behavior, and the conversion rate
- Social media engagement: numbers of likes, comments, shares, and followers on platforms — an indication of community interest and engaging content
- Return on Ad Spend (ROAS): how much revenue an ad brings in compared to how much you spent on the ad
- Lead generation: the number of new leads (inquiries, sign-ups, event participation) generated through your marketing efforts.
