UIW Student Presents CrossFit Case Study

UIW Doctor of Business Administration student Trevor Chayer presented Is Crossfit Built for the Long Haul at the Academy of Business Research. His case study explored the unique business model of CrossFit Inc. and its fast rise from a small, obscure gym in California to a worldwide phenomenon. Chayer examined the CrossFit brand, its entrepreneurial model that enabled it to grow quickly and profitably, and the likelihood that its model will lead to sustainable, long-term profitability. Chayer concluded his case study presentation by considering recent controversies, criticisms, and lawsuits that CrossFit faces. Chayer is a Management Analyst in the United States Air Force at Randolph Air Force Base, San Antonio, Texas. He has served separate tours in Afghanistan and Qatar in support of Operation Enduring Freedom.

Case Study Summary

This case study explores the unique business model of CrossFit Inc., a fitness company founded in 2000 by athletic trainers Greg Glassman and Lauren Jenai. (Cej, 2009) and based in Santa Cruz, California. CrossFit derives its revenue streams from a combination of global seminars, annual licensing fees from CrossFit affiliate owners, a clothing deal with Reebok, and an online journal (Helm, 2014). Its fast rise from a small, obscure gym in California to a worldwide phenomenon has created great curiosity related to its success. The case explores the CrossFit brand, the entrepreneurial model used to grow quickly and profitably, and the likelihood that its model will lead to sustainable, long-term profitability. The case also explores CrossFit from the perspective of an independent gym owner who chooses to brand their existing gym as CrossFit. The case concludes by considering recent controversies, criticisms, and lawsuits that CrossFit faces.