Those who choose to pursue CrossFit affiliate ownership are usually passionate and driven to spread the methodology they know and love. They’ve often transformed their own lives with CrossFit and seen what it can do for others. Their decision to open a CrossFit affiliate is commonly fueled by a desire to positively impact their communities and help people improve their health and wellness.
But even with unwavering passion and dedication, owning an affiliate is still a business that comes with hurdles such as member retention, staffing, and growth. When these issues arise, it’s important to have somewhere to turn for support. In addition to resources such as CrossFit’s Field Staff, the Affiliate Toolkit, Affiliate Playbook, Affiliate Starter Kit, CrossFit Affiliate Programming, and the Affiliate Partner Network (APN), connecting with other affiliate owners and relating through shared experiences is a helpful tool in business ownership. Keep reading to learn how a few owners went from struggling to thriving by working with APN partner Best Hour of Their Day and committing to continued learning from fellow affiliate owners.
Odin CrossFit: Working On vs. In the Business
Jason Jachowski owns 10-year affiliate Odin CrossFit in Frederick, Maryland. Jachowski and his wife, Allison, harnessed their backgrounds as teachers to bring their care for others to the affiliate setting.
“We knew that we wanted to not only help people but help them become the best version of themselves, physically and mentally,” Jason said of why they pursued affiliate ownership. “We also knew that we could have the impact we wanted and help more people by running a successful business and showing that the traditional group model for CrossFit is not only possible, but that it can provide a good-paying career for owners and staff.”
While they brought passion to their careers, Jason and Allison knew continuing their education as business owners would be an essential element of success. They’ve been working with Best Hour of Their Day (BHOTD), a company owned by fellow affiliate owners Jason Ackerman (CF-L4) and Jason Fernandez (CF-L4),, for just over a year and have gained valuable insights from the mentorship and business coaching BHOTD provides.
“(BHOTD) has helped us make additional time to work on our business as opposed to working in our business,” Jason said. “We have been able to do that by getting our budget in line to be able to plan for additional staff as needed and then create tighter processes for routine tasks to hand those tasks off to the staff that we were able to better budget for.”
Throughout the process, Jason said he and Allison have evolved as leaders, further enabling them to find success in their business and help their members thrive.
Jason said one major element in their success was developing a framework in which to make decisions and work on the business, ensuring they are keeping their intended direction and goals in mind. One essential area of focus, Jason continued, has been coach development — he and Allison recently earned their CF-L3 credentials, and most of their coaching staff has leveled up to CF-L2.
Courtesy of Odin CrossFit
Developing clear systems and priorities they can share with their growing team has helped them implement new business tactics as well.
“We have continued to standardize many processes in the gym to hand them over to our increased staff. This includes our revamped onboarding program, our sales and lead flow, our 180-day new-member journey, and ongoing retention,” Jason said. “These are all things we were doing before, but we have become more intentional about the processes so that we are efficient and consistent to all our members.”
CrossFit Huaka’i: From 80 Members to 200 Members
CrossFit Huaka’i in Hilo, Hawaii, will celebrate its fifth year as an affiliate this April and started working with BHOTD just over three years ago, specifically taking advantage of its Affiliate University program, the world’s first and only CrossFit-endorsed business coaching program. In just three years’ time, the affiliate has grown from 80 members to 200 members, making for a $13,000-per-month increase in revenue.
“Affiliate University has helped us reevaluate our core values and develop a road map that aided us in making decisions quicker based on our current and long-term goals,” said Kapua Sawyer, one of the owners of the affiliate.
Courtesy of CrossFit Huaka’i
Some of the things they’ve worked on include budgeting, mindset, marketing, and system efficiency within the affiliate. One of the most impactful elements for CrossFit Huaka’i has been the affiliate’s focus on coaching development. Just a few years ago, the affiliate had five coaches; currently, it employs 13 coaches who deliver a world-class experience to their members every day.
“(Coaching development) has supported our ability to put a rock-solid staff/coaching team together that willingly continues to grow their skills,” Sawyer said. “It has helped us develop a coaching culture which values open evaluation and common goals toward continued education.”
Mountain Loop CrossFit: Avoiding Burnout and Renewing Passion
Mitch Roehl owns 10-year affiliate Mountain Loop CrossFit in Lake Stevens, Washington. Like many affiliate owners’, Roehl’s career started with a passion for helping people, but he quickly realized that to run a sustainable business, finances had to be sound.
“The world we live in is a crazy place and there is so much negativity. When I realized I could make a living doing something I truly love and at the same time help others live a better life, I went all in,” Roehl said. “I quickly realized I was much better at caring for others and coaching than running a business, though.”
To address his finances, Roehl used the measurable and repeatable element of the CrossFit methodology by implementing new processes that enabled him to assess what was working and what wasn’t, and adjust from there.
Courtesy of Mountain Loop CrossFit
The importance of developing his coaches was another major focus when Roehl was addressing the state of his business.
“Making our coaches better through coaching development … is now the key to continuing to build our affiliate,” he said. “The better you can coach, the better opportunity you will have to change someone’s life.”
After weathering the storm of the COVID-19 pandemic, Roehl said he was struggling and needed something that was going to challenge him as an affiliate owner to get back on track. Part of his recovery was connecting with other affiliate owners and business mentors who were able to help.
“I was at a point of burnout. I was even considering shutting down — until I started working with BHOTD,” Roehl said. “The amount of care they show you brings back the passion that I started with 10-plus years ago … You are not only getting people who are there to help you with your business; you will meet people that will become mentors and friends for life.”
In CrossFit, we pursue excellence every day and that pursuit is nonlinear — it will undoubtedly be full of highs and lows, successes and failures. As affiliate owners navigating the ebbs and flows of business ownership, taking advantage of available resources will ensure you grow and evolve on the path to becoming true masters of your craft.
Best Hour of Their Day (BHOTD) is owned and operated by long-time CrossFit affiliate owners, Certified CrossFit Coaches, and CrossFit Seminar Staff trainers Jason Ackerman and Jason Fernandez, who are intimately familiar with the ins and outs of running an affiliate. Their mission is to help other affiliate owners and coaches become the best in the world at what they do while growing thriving businesses that serve their communities. Through individualized business coaching, podcasting, and shared experiences, Best Hour of Their Day helps affiliate owners build lucrative careers doing what they love while paying special attention to the well-being and overall satisfaction of their coaching staff and members.
Affiliate Owners Share Struggles on Path to Success