Affiliate Members Step Up to Save Neighborhood Gym

CrossFit Lake Highlands is located squarely in a quaint neighborhood in Dallas, Texas. The community has a suburban feel, but still has access to all the amenities of a big city — including lots and lots of fitness options.

But there’s nothing quite like CrossFit.

“If you are endeavoring to improve your health through exercise, there are no two more important elements than other people and a clock,” said 12-year affiliate owner Warren Sibley.

In his more than a decade as an owner, Sibley has seen CrossFit Lake Highlands through many ups and downs. Established in October of 2010, the affiliate was originally opened by two couples. Sibley, who was only a few months into his CrossFit journey, came on board as co-owner that next January.

“My experience in CrossFit was so communal, edifying, and fulfilling,” Sibley said. “I was getting healthy and helping my friends and neighbors do the same. It was an easy yes for me to jump on board.”

But in 2018, the shopping center where the gym is located was being redeveloped and rents were set to rise significantly. The owners began pondering the idea of moving the affiliate away from its neighborhood location, but were also aware of how many of their members lived close by, and knew they’d be risking losing them if they moved the affiliate.

Luckily, another opportunity presented itself.

Members Step Up

When rising rents were pushing CrossFit Lake Highlands out of its 9,000 square-foot location, the opportunity arose for the affiliate to move to a new storefront in the same shopping center. Even though the building needed thousands of dollars in renovation, Sibley was steadfast that this was the best option to keep the gym close to its dedicated members.

Before too long, two of those members, Steve McClure and Chris Neilson, offered to help with the renovations in the new space and acquire part of the business to help keep their gym close to home.

Both family men and dedicated gym-goers, Neilson and McClure couldn’t bear to lose the gym and community they’d come to know and love.

“For me in the beginning, becoming an owner was just about the convenience of keeping it near home,” Neilson said. “We love CrossFit and the community and competitive outlet it provides.”

Though they both have full-time careers outside of owning the gym, McClure and Neilson view the endeavor as an essential part of their lives.

“When we found out the gym was going to have to move out of the neighborhood, we thought we may as well buy the whole damn thing,” said McClure.

So they did.

Sibley, McClure, and Neilson entered into a business partnership with the goal of creating an experience and community that is second to none for their members.

“We all love CrossFit,” Neilson said, “and really love that we are able to provide a gym that serves our community in a convenient location. Every dollar we have made owning the gym has gone back into the operations. Our goal as owners is to create the best gym experience possible for our members, families, and community.”

Most affiliate owners will tell you that the job comes with a learning curve. Throw in a global pandemic during your first couple years as owners and things get really interesting.

“Like most affiliates, COVID did not treat us well,” Neilson said. “We lost a significant percentage of our membership. When Steve and I got involved with the gym in August of 2018 it was down to well under 100 members. By January of 2020, we had grown membership to over 150 … but government regulations related to the pandemic killed most of that growth.”

But as Sibley, McClure, and Neilson have learned, with hard work, perseverance, and a whole lot of trial and error, successful affiliate owners can overcome most anything.

“Over the past year our post-COVID membership has stabilized and we’re back on a steady growth path,” Neilson said.

They’ve faced many challenges from rising rents, to relocation, to COVID, but the trio is confident in their plan moving forward.

“We used to believe that we should be all things to all people as a gym to attract more members,” McClure said. “We trained people for triathlons, marathons, and offered cardio classes so you had a variety of options when you walked through our doors … all of those things were a big mistake. If you want any other training options, we live in Dallas, Texas — they’re available in abundance. We bought a CrossFit gym and we decided to focus on CrossFit. Our coaching got better, our members became more fit, and our community became stronger. Recommitting to real CrossFit methodology and training is key to our current growth.”

Creating a Community

Today, CrossFit Lake Highlands offers a welcoming atmosphere, experienced coaches, and a community of people who look out for each other inside and outside the walls of the gym. On any given day you may be coached by or work out alongside any one of the owners as they continue to pour their hearts — and their fitness — into the vibe they’re helping create.

“I hope it’s an encouraging vibe,” Neilson said. “Most of our members have young families or are just starting families, so we’re trying to create a community that supports the families and their pursuit of fitness.”

With a no-ego approach to training, the gym welcomes athletes in the senior stages of life all the way down to teenagers. Coupled with a focus on pure CrossFit, Sibley, Neilson, and McClure hope to offer their community a place where they can achieve fitness and longevity.

“We are getting people on the ground and making them get up, getting into a squat and standing, stepping on a box and stepping off,” Sibley said. “These are the skills we must hone and remain proficient at as we age, and it’s the heart of what we do in our WODs at CrossFit Lake Highlands.”

Cultivating a thriving community and welcoming atmosphere, McClure said, requires continued involvement in the gym and a strong focus on who represents their brand.

“Hire good coaches and invest in their training as people and CrossFit coaches,” he said. “Do they make your members feel welcome when they walk in the door? Are they passionate about being a coach? Do they push you to work hard, and then make you want to come back tomorrow? Any organization or business is only as good as its people.”