CrossFit's unique approach to brand-building
Stephen WhitesideWarc
CrossFit is bulking up. And the fitness company claims that its growth has been achieved without the kind of marketing muscle traditionally relied upon by brands. "We don't need the marketing," Jimi Letchford, CrossFit's global brand officer, told delegates at South By Southwest (SXSW), "because the truth is that [it] really doesn't add value to our product and service."
Rather, that "value" results from pursuing its brand mantra – namely, "We're going to be the best training program in the world" – with the same level of doggedness required by its exercise...