Since its initial introduction in 2000, the CrossFit concept has grown in prominence with a dedicated following taking up the workout across the UK, however, can the idea be translated for the mass market?
The workout incorporates high intensity interval training, Olympic lifting, power lifting, gymnastics, calisthenics and strongman exercises, with a group focus on training.
The brand of exercise features CrossFit certified trainers, with the workout being licensed to gyms for an annual fee. However, the business does not currently license to chains, potentially leaving clubs to consider branding their own offering.
“CrossFit is a specialist area and I don’t think the average health club would be able to run an authentic class safely: the knowledge and expertise of their instructors tends to be quite limited, and clubs wouldn't have adequate space or the required equipment either,” says Tom Haynes, head of commercial and sports performance at Indigo 23 and owner of The Training Shed.
“In addition, the underground and edgy feel of CrossFit is part of its identity and I’m not sure this would work successfully in a mainstream club.”
Despite this view, some would also argue that most of the main concepts in CrossFit – strength and conditioning, functional fitness and Olympic lifting – are already commonplace in the mainstream market.
“It’s just about going back to basics. Any health club looking to start offering CrossFit simply needs excellent coaches and a decent amount of space,” argues Tony Buchanan, MD and founder of Absolute Fitness.
For clubs unable to license the brand, could a manipulation of current mainstream concepts lead to the creation of a similar type of workout more accessible and maintainable for mass-market offerings?
“For CrossFit to appeal to a broader market, it has to be diluted,” says John Halls, sales and marketing director at Physical Company.
“This isn't a bad thing, as short, sharp effective workouts can still take place – but in a safer environment. Members will always be attracted to workouts that offer maximum results in minimum time, so clubs need to get that message across.”
One chain to make use of the current awareness of CrossFit is Scandinavian offering SATS, which operates 110 clubs and has created its own workout named Prformance.
“The CrossFit brand and product is more extreme than mass market, but its principles of back to basics, functional fitness can be applied in a health club,” says Daniel Almgren, product manager at SATS.
“It’s straightforward to make the training techniques available and appealing to a broad market.”
More opinions on the CrossFit debate are available in the May edition of
Health Club Management magazine on pp. 40-41
