Keith Knapp, Director of Marketing for CrossFit joins the show to discuss CFHQ's strategy around storytelling to drive new members into the affiliates as well as add value to the existing ecosystem. 

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K&C Ep 97: Keith Knapp - Director of Marketing CrossFit

The regular podcast by content creator John Wooley of @makewodsgreatagain & Niki Brazier where they share perspectives on fitness, health, and obstacles facing the everyday athlete while having some fun along the way. Available everywhere.

Health & Fitness

CrossFit Community Insights: Kettlebells, Business, and Culture Shifts

In this episode of 'Kettlebells and Cocktails', John and guests Keith Knapp & Dale King dive into various topics about the CrossFit community, affiliate ownership, and the shifting culture within CrossFit HQ. They discuss the challenges and triumphs of running CrossFit affiliates, including establishing gym etiquette, marketing strategies for new affiliates, and the importance of community and cleanliness in the gym environment. The conversation also touches on recent changes within CrossFit HQ's branding and media strategy, the significance of a movement versus a brand, and personal anecdotes from the hosts and guests on their experiences within the CrossFit community. Additionally, they cover the potential impacts of changes at CrossFit HQ on affiliate owners and the broader community. The episode also includes reflections on personal journeys, the value of CrossFit's methodology, and the importance of cultivating a proud and inclusive community around fitness.

Ep 24.11 - Keith Knapp  & Dale King

In this episode of 'Kettlebells and Cocktails', host John is joined by special guest Jay DeCoons the Vice President of Global Affiliates at CrossFit. They discuss Jay's initial experiences with CrossFit and his first Open competition, highlighting the importance of scaling workouts and the sense of community within CrossFit affiliates. They delve into Jay's athletic background, which includes team sports, cycling, and triathlons, and how CrossFit has uniquely impacted his fitness journey. The conversation shifts to Jay's role at CrossFit, focusing on affiliate support and growth, the power of the CrossFit brand, and the goal of expanding the CrossFit community. Jay shares insights into the challenges and strategies for sustaining successful affiliates, emphasizing the brand's value and the ongoing efforts to enhance affiliate resources and support systems. They also discuss the future of CrossFit, targeting 30 million participants worldwide, and the vital role affiliates play in achieving this goal. Jay reflects on his family's perception of his CrossFit involvement, underlining the impact of fitness on his children's lives.

Ep 24.10 - Jay DeCoons, VP of Global Affiliates CrossFit

In this episode of 'Kettlebells and Cocktails', hosts John and Nikki delve into the innovative efforts in Ireland to integrate CrossFit into the healthcare system. Joined by guests Darina Dunne and Karl Dunne (no relation), they explore the inception and objectives of incorporating CrossFit programming as part of preventative healthcare in Ireland. They discuss the journey of advocating for government support and how CrossFit's community-driven model can serve as a powerful tool in improving the nation's health. The conversation also touches on the wider implications of gyms serving as modern community centers and CrossFit's role in challenging and shifting societal norms around fitness and social interaction.

Ep 24.9 - Transforming CrossFit into Healthcare: Darina Dunne’s  Pioneering Approach to Healthcare in Ireland

In this episode we have special guest Jen Green owner of CrossFit Greer and Senior Manager of U.S. Affiliate Operations at CrossFit HQ, discuss the pivotal role of affiliates in the CrossFit community. Jen elaborates on the value brought by affiliate reps through tools, resources, and a more personalized touch, assisting affiliates in becoming successful. We also touch upon CrossFit's ambitious marketing strategies aimed at advertising affiliates and attracting new members. Throughout the conversation, they emphasize the importance of understanding and nurturing the community ties within CrossFit, to overcome challenges and continuously cultivate fitness.

Ep 24.8 - The Value of Affiliation with guest Jenn Green

John and Niki  welcome special guest Dale King, an OG in the CrossFit community. They discuss the changing landscape of CrossFit, from its handling under private equity to the challenges of affiliate ownership. Dale provides his thoughts on the future and expresses concerns over preserving the original ethos of CrossFit amidst changes. The conversation also explores customer service issues and the need for marketing initiatives to bolster affiliate relations. Jokes about Reddit trolls, questionable gym practices, and personal anecdotes about CrossFit experiences offer a lively touch to these discussions on important issues.

K&C Ep 97: Keith Knapp - Director of Marketing CrossFit

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