CrossFit Gyms Thrive in Competitive Fitness Landscape, New Data Highlights Growth Trend

Despite nearly 25 years since its inception, skepticism surrounding CrossFit’s longevity continues. However, recent insights from PushPress, a leading gym management and CRM software company, reveal some compelling statistics about the brand’s momentum in the fitness industry.

The Data at a Glance

PushPress analyzed data from 3,500 gyms, half of which are CrossFit affiliates. The findings show that from January 2023 to September 2024, CrossFit gyms attracted more new members compared to their non-CrossFit counterparts. According to PushPress founder Dan Uyemura, “CrossFit won 18 out of the 21 months” analyzed.

On average, CrossFit gyms added eight to nine new members each month, while other fitness facilities saw only seven to eight new sign-ups. Notably, the highest member influx for CrossFit was recorded in January 2024, with an impressive average of 11 new members joining each gym that month.

Retention and Revenue Insights

PushPress also indicates that CrossFit affiliates are outperforming other gyms in essential metrics such as client retention and average revenue per member. Uyemura emphasized that “CrossFit gym owners are towards the forefront of business maturity,” suggesting that the community is evolving and adapting effectively in today’s competitive landscape.

Community Resilience Amidst Challenges

While 2024 has shown encouraging data for CrossFit, the community faces a somber moment following the tragic death of competitor Lazar Đukić during the opening event of the 2024 CrossFit Games. This incident has prompted calls for changes from CrossFit LLC, and the investigation is currently ongoing.

It remains uncertain how this situation might impact individual affiliates’ ability to attract and retain members. However, history has demonstrated that the CrossFit community is resilient. For instance, during the controversies of 2020, many affiliates threatened to de-affiliate from CrossFit following founder Greg Glassman’s resignation, yet most ultimately chose to remain loyal to the methodology and their gyms.

A Bright Future Despite Adversity

CrossFit’s following remains steadfast, and as Uyemura noted, “The data tells a clear story: CrossFit affiliates are consistently outperforming non-affiliates across key business metrics.” This unwavering loyalty towards CrossFit suggests that, despite any temporary turbulence at the competitive level, the brand’s prospects for continued growth look promising as it approaches its 25th anniversary in 2025.