The Elevator Pitch

For time: "What's CrossFit?"

CrossFit is a social workout.  It's a community.  It's a revolution.  And it grows ONLY through the telling of stories; the relay of excitement; the in-person experience. 

Friends bring friends to CrossFit.  Are your clients good at recruiting?

If someone walks in off the street with questions, can your staff sum up the experience in 30 seconds or less?

If you're stuck on an elevator and someone notices your t-shirt, can you recruit them before they reach their floor?

This is the notion behind the 'elevator pitch': a quick overview of the benefits (not features) of CrossFit. Just enough to get them to try it once.  Enough to get them to pursue the conversation, or read the Journal, or skim the FAQ on your site.

I've been searching for a good 'elevator pitch' for two years, and finally found one I really like, on an Ontario CrossFit affiliate's page.  After the Ontario Sectional, I scanned every Affiiate's blog for days.  Consequently, I can't find the exact post again, though I've tried.  If this is yours, email me and I'll give credit where it's due (and a free t-shirt!)

So....what's CrossFit?

CrossFit combines the best parts of weightlifting, sprinting, calisthenics, and kettlebells.  Plus, we do a little bit of basic gymnastics.  By sticking to the most effective exercises from each, we can do these really efficient workouts in about 30 minutes.  They're hard, but they have to be.  It takes a couple of years to be really great at CrossFit, but you can be good in a few months.  Wanna try it?

Without being too technical, here are the parts that I like:

• Lots of 'colour' - people associate different feelings with words like "sprinting" and "gymnastics"
• Plain english, no jargon
• Seems unscripted
• Addresses scalability without saying the word
• You don't have to write down any web addresses
• Triggers a lot of follow-up questions
• Defines CrossFit as a discipline (like karate or dance) instead of a 'workout craze'
• Ends with a question

I'm using it.  Got something better?  Pitch me below!

PS - teach it to your clients, too! Say it in front of them whenever you can!

Comments

[Alycia]

Crossfit is the sport of fitness. We get coached by trainers a few times a week with a group of peers from all types of athletic (and non-athletic) backgrounds. Practice typically includes things like sprinting fast,lifting weights, or doing conditioning exercises like push ups and jumps. Its really varied, so there's something for everyone. All workouts are done as a group with a healthy level of competition, camaraderie, and always with a very high level of intensity. The group supports one another through the workouts, and the result is a more physically fit team overall.
PS - Its NOT like going to the gym. No one complains, and everyone actually wants to be there. It's FUN!

[Justin]

I like that. It's similar to what I've started using recently.

CrossFit? We get a group of people together who are interested in getting in sharp then we start with weightlifting, basic gymnastics and sprinting. Add in a bunch of sound nutritional advice and sprinkle in some fun. Are your workouts fun?