Connect with us

Opinion Editorials

Brand lessons from the CrossFit cult

(EDITORIAL) CrossFit has been criticized heavily, but perhaps this spotlight of negativity makes fans even stronger in their resolve that they’ve made the right choice. Your brand can do the same.

Published

on

nike

This editorial was originally published in October, 2013.

Last month, three of the top 10 posts on publishing platform, Medium.com were about CrossFit – much of it negative, some positive, but more importantly than the popular topic is the fascination behind the brand.

Noting that nearly one third of all popular posts were focused on the camps for and against CrossFit, I wondered to myself what lessons businesses could learn and how they can build their own bulletproof cult? Dedication, shaking off haters, and empowering consumers appears from the outside to be their success formula in expanding from one “CrossFit box” to an international sensation.

A popular topic online

Last month, the following three posts on Medium were in the top 10 most popular (you should take some time to read all three for the best level of insight on the topic):

  1. Why I Quit CrossFit Jason Kessler, which spawned…
  2. CrossFit’s Dirty Little Secret by Eric Robertson (the #1 post), which appears to have inspired…
  3. Why Do People Hate CrossFit? Kevin Lavelle

I read every single one of them in fascination. In full disclosure, I’m not in CrossFit, but friends who are CrossFit loyalists ask me all the time why I’m not involved, and the answer is simple – I have extensive joint damage from various injuries, and I already use the foam roller every day just so I can do a normal workout. In short, my body can’t take it. Sure, I’m on the same Gold Standard Whey Protein as the CrossFit folks, and I have a nutritionist and personal trainer, so I’m not against working out at all – I have no horse in the CrossFit race.

So why even write about CrossFit?

Because from the outside, it looks like a cult, and my friends in CrossFit all think I’m a moron for not giving it a shot. It’s not a cult, it’s just something people are excited about. We’re all that way. For example, at the grocery store, I play Tetris on the conveyor belt with grass fed beef, organic berries, and raw almonds, but I silently plead for the person in front of me to change their ways as they load up on Doritos, Hi-C, and hormone-filled ground chuck (“don’t they know what they’re doing to their bodies!?” my brain screams, “don’t they know they can eat well on nearly the same budget!?!”).

But it’s not just fitness, it’s any industry. If your favorite designer is Chanel and you’re obsessed with high fashion, you’re going to judge the wide girl wearing KMart garb – that doesn’t make you a fashion cult member. If you are a productivity junkie, who has streamlined every second of your day, you’re probably judging the guy in your office who has a 1984 dayplanner with post-it notes falling on the ground when he opens it (the same guy that’s always late). Alternatively, if you’re a couponer, you probably cringe that someone in a retail store is spending full price – what an idiot, right?

See? We all have affinities that we’re willing to judge others on.

Your brand is no different

Regardless of the professed dangers of CrossFit (and I’m not endorsing it by any means – I’m pretty sure I’d literally die if I did CrossFit, and you might too, according to the founder), the brand has spread like wildfire with hundreds of thousands of loyalists, and even a major competition covered by ESPN with hundreds of major sponsors.

So how does your brand emulate CrossFit? Maybe there’s something about your brand that others (competitors?) criticize publicly. Maybe your fans are bored and unwilling to go to bat for you. Perhaps no one has a reason to care about your brand.

It doesn’t matter what your brand is, you can get people as enthusiastic as the CrossFit enthusiasts. Seriously. I know you’re thinking in your head “but I’m an insurance agent, what’s exciting about that?” Tons!

First things first, you need to circle the wagons. Know who your fans are, or create them. How? While there are thousands of articles on this topic, the easiest way to explain is to find who is interacting with you most frequently, either online or offline.

CrossFit circles the wagons not only through building a tight-knit team environment at their facilities, but their main website is jam packed full of resources for anyone interested in CrossFit all the way to those who are veteran CrossFit competitors. Forums, online journals, blogs, videos, and more are available to help people to learn, and with that information, they are armed with what it takes to defend their being a fan of CrossFit. They’ve built a strong community, both digitally and offline.

Is your website filled with materials that people can learn from, and does any of it give consumers a reason to circle the wagons around your brand? Have you built a community worthy of people getting excited about, interacting with, and committing to memory so that they understand how your brand works better than any other?

I challenge you to try this

Evaluate your website, your social media presence, and all of your marketing. Does your marketing say, “we sell things and stuff,” or does it explain why you’re disruptive, and why you’re rocking harder than anyone else? Is your language enthusiastic and fan-worthy, or is it dry and boring? I would speculate that 99 percent of all business rhetoric isn’t worthy of the fandom CrossFit has created.

So after evaluating your brand, step it up a notch. Try something new. But above all, I want to issue a challenge to you – anywhere in your company that you witness complacency, snuff it out, whether it is in print marketing, the appearance of your desk, or your assistant’s attitude. Give people a reason to judge others for not choosing your brand – it’s human nature, as people naturally defend their choices by criticizing anything opposite that choice. It’s the secret ingredient of loyalty.

Complacency is your enemy, and it is what will sink you. With a tremendous amount of effort, perhaps someday, your brand will elicit as strong of a response as CrossFit has.

Lani is the Chief Operating Officer at The American Genius and has been named in the Inman 100 Most Influential Real Estate Leaders several times, co-authored a book, co-founded BASHH and Austin Digital Jobs, and is a seasoned business writer and editorialist with a penchant for the irreverent.

Continue Reading
Advertisement
2 Comments

2 Comments

  1. marc_h

    October 25, 2013 at 8:33 pm

    Lani,

    You can do Crossfit. Even with your joint issues. We call it “scaling.” All the workouts can be modified to fit any individual’s capacity. Give it a shot. You’ll be glad (and amazed) you did.

    • Lani Rosales

      October 26, 2013 at 4:28 pm

      Thanks, Marc – we have a nutritionist and a private trainer who we see regularly, so I’m all set, but I think a lot more people WILL join the CrossFit movement, regardless of risk 🙂

      Thank you so much for taking the time to comment!

Leave a Reply

Your email address will not be published. Required fields are marked *

Opinion Editorials

Do women that downplay their gender get ahead faster?

(OPINION) A new study about gender in the workplace is being perceived differently than we are viewing it – let’s discuss.

Published

on

women downplay gender

The Harvard Business Review reports that women benefit professionally when they downplay their gender, as opposed to trying to focus on their “differences” as professional strength.

The article includes a lot of interesting concepts underneath its click-bait-y title. According to the study by Professors Ashley Martin and Katherine Phillips, women felt increasingly confident when they pivoted from focusing on highlighting potential differences in their perceived abilities based on their gender and instead gave their attention to cultivating qualities that are traditionally coded as male*.

Does this really mean that women need to “downplay” their gender? Does it really mean women who attempt this get ahead in this world faster?

I don’t think so.

The article seems to imply that “celebrating diversity” in workers is akin to giving femme-identified employees a hot pink briefcase – it actually calls attention to stereotyped behaviors. I would argue that this is not the case (and, for the record, rock a hot pink briefcase if you want to, that sounds pretty badass).

I believe that we should instead highlight the fact that this study shows the benefits that come when everyone expands preconceived notions of gender.

Dr. Martin and her interviewer touch on this when they discuss the difference between gender “awareness” and “blindness.” As Dr. Martin explains, “Gender blindness doesn’t mean that women should act more like men; it diminishes the idea that certain qualities are associated with men and women.”

It is the paradox of studies like this one that, in order to interrogate how noxious gendered beliefs are, researchers must create categories to place otherwise gender-neutral qualities and actions in, thus emphasizing the sort of stereotypes being investigated. Regardless, there is a silver lining here as said by Dr. Martin herself:

“[People] are not naturally better suited to different roles, and [people] aren’t better or worse at certain things.”

Regardless of a worker’s gender identity, they are capable of excelling at whatever their skills and talent help them to.

*Though the HBR article and study perpetuate a binary gender structure, for the purposes of our discussion in this article, I expand its “diversity” to include femme-identified individuals, nonbinary and trans workers, and anybody else that does not benefit from traditional notions of power that place cisgendered men at the top of the social totem pole.

Continue Reading

Opinion Editorials

Why I paused my career to raise our child

(OPINION) Our children are like tiny little sponges that absorb everything that we give them — your job and the sentiments it produces and evokes included.

Published

on

motherhood pause career

I never dreamed of being a stay-at-home-mom. Not in a million years did I think I’d find myself choosing to press pause on my career, but here I am, a mother for just nine months, doing just that.

HBR recently published an article about how our careers impact our children focusing on parental values and the emotional toll of our career involvement on our families. It got me thinking about my own childhood.

Growing up, my parents’ discussion of work was almost always negative. A job was something you had to do whether you liked it or not. As a child, I listened to my parents fight over money; I observed them in constant worry about the future. I watched them stress over unsatisfying jobs.

There was never any room for risk, no money to invest in a new career path, and no financial cushion to fall back on to give a new career time to grow.

Later, when choosing a path of my own, I would often wonder what my parents had wanted to be or who they could’ve been if they would’ve been able to choose careers they might’ve thrived in. All I ever knew is that my parents hated their jobs. While they’re on better financial footing now, the residue of their negativity persists in the career choices of their children.

While I was pregnant, I was working at an international tech startup in Silicon Valley. The company suffered from poor leadership; the week I was hired, my team quit and I was left to piece together a position for myself. The company continued to flounder, its culture unable to recover from interim toxic leadership.

I constantly worried about my son and the stress of a toxic culture on my pregnancy. Going into the office made me anxious. Leaving left me feeling stressed out and overwhelmed. Instead of imagining a bright, beautiful baby boy, I closed my eyes and saw a dark and anxious bundle of nerves. Of course, I blamed myself for everything.

Toward the end of my pregnancy, I promised my baby that when he arrived, I would do things differently. This would be the last time I accepted a job that I only felt lukewarm about. Never again would I participate in a culture that could diminish my talents and self-worth. I’d seen this kind of thing during my childhood and I’d be damned to repeat it.

During my career, I’ve watched coworkers hire full time live-in nannies, missing their baby’s developmental milestones and their children’s school events. I listened as one CMO talked about moving into his backyard yurt when the pains of parenthood became too much for him. He left his three preteen sons alone to fend for themselves in the mansion they shared in Silicon Valley.

We pride ourselves on the amount of work we put into our careers, but we rarely measure our success through the eyes of our children.

Children are mimics, they absorb everything we do, even during infancy. So, what are we offering them when we abandon them to make conference calls from yurts? What message are we sending them when our eyes are glued to texts, emails and push notifications? What are we teaching them when we come home stressed out, energy depleted and our values compromised?

We try “disrupting” anything these days so what about the working parent model? Would it be worth it?

My husband and I decided that it was and we’re doing things differently.

My husband works in the service industry. He doesn’t leave for work until late in the afternoon which means he spends all day with our son. At nine months old, my son has a strong emotional relationship with his father.

I carve out time during my days and nights to schedule writing work. I’ve recently returned to freelancing and I find that when I’m working with clients I believe in and doing work that I enjoy, we’re all much happier.

Everyone who’s ever had children says the first year goes by incredibly quickly. It’s true. My career will be there next year and for years after that. My son is only a baby once and I wouldn’t miss it for all the money in the world.

Continue Reading

Opinion Editorials

Zuckerberg makes eyeroll-worthy new years resolution

(EDITORIAL) This year, instead of losing weight, Zuckerberg is going to save himself and the world another way.

Published

on

zuckerberg

Like the rest of us, Mark Zuckerberg, founder and CEO of Facebook, has announced New Year resolution – public talks on the future of technology in society. In a post on his personal profile page, he has pledged to participate in and host these discussions. Quite the step down from last year’s resolution to “fix Facebook.”

We get it, Mark, baby steps.

2018 saw Zuckerberg grilled by U.S. Congress and the European Parliament. His company suffered a drop in stock due to these hearings, was caught in the Cambridge Analytica firestorm and federal investigations, etc. It’s evident Zuckerberg bit off more than he could chew and his deciding to pull back isn’t surprising.

Here are the positives: the public needs more discourse on the future of tech and how it will affect the fabric of society. We want to connect with each other – we should pay more attention to what that truly means.

The entrepreneur titans leading the charge should be part of those discussions. Politicians, people elected to wield power for the public, are placed in debate situations regularly. Why shouldn’t the face of a global, digital platform be exempt from this basic practice?

If Zuckerberg is willing to truly have a candid talk (without prep or talking points), could we learn something new about his personal views? Does Officer Data have a soul after all?

But when all is said and done, talk is… just talk. The dangers with privacy on Facebook are already here.

The stakes are rising as the political and cultural landscapes are changing every year. It’s been two years since the problems with Facebook’s user information surfaced after the 2016 U.S. Presidential Election (and Ukraine actually blew the whistle in 2015). Zuckerberg has had quite a bit of time to reflect and “talk” about what needs to be done.

We try to keep to our resolutions every new year, and we’ll see if Zuckerberg can uphold his, or if his efforts disappear as quickly as my will to ween off my daily coffee routine. Even from a skeptic’s standpoint, I’ll eagerly wait to watch what goes down in this upcoming discussions.

Continue Reading
Advertisement

Our Great Parnters

The
American Genius
news neatly in your inbox

Subscribe to our mailing list and get interesting stuff and updates to your email inbox.

Emerging Stories