So how has CrossFit been able to charge a premium price while maintaining such low costs? One possibility is their customer inclusive culture, which is valued by the customer, without increasing cost. Bolman and Terrence state there are several tenets of developing a culture that are broadly applicable to groups and teams:
- Specialized Language: CrossFit has developed a specialized language. For example the gym is called "The Box," and "WOD" is "workout of the day." An incomplete list can be found here.
- Rite of Passage: Many gyms require a preliminary workout to ensure you are able to take part in CrossFit without injury.
- Stories and Group Identity: CrossFit passes down stories, such as Rhabdo the Clown who provides warnings about the dangers of rhabdomyolysis.
- Ritual and Ceremony: Nearly every gym has a group photo after the workout, which is posted to various social media sites.
Has CrossFit has been able to capitalize on the value added to the consumer through CrossFit culture and allow for a premium price? Or is CrossFit really just a watered down personal trainer?
Either way the benefits of developing a culture inclusive of the customer should not be overlooked.