children, teenagers and adults; they should have income levels high enough to
support a gym membership. The CrossFit consumer is health-conscious and fitness-
minded, well-educated and in-tune to current events and changes in nutrition and
exercise science.
Geographically, the target consumers for CFE are Colorado residents in the
Denver Metro area. According to the 2012 census, the Denver-Aurora-Lakewood
Metro Area has 2.7 million residents. This is an incredible pool of consumers for
CrossFit to target. Colorado residents care about their health and live active lives.
Institutions like Forbes and the American College of Sports Medicine continually
rank Colorado and Denver in the top 10 healthiest cities in the U.S. (1,2). CFE is
conveniently located close to downtown Denver, but suitably far enough away to
avoid traffic congestion. The location also has easy access to major highways in
order to serve suburban consumers, as well as urban consumers.
In general, CrossFit attracts people who live an all-around healthy lifestyle.
They often eat a nutritious diet and appreciate sustainability in their food sources.
Being a part of CrossFit is different than simply having a gym membership—there is
a community aspect that appeals to people who do CrossFit. The target consumer
will be interested in health and wellness seminars, and other special events.
Competition is an important part of CrossFit as well; thus the CrossFit consumer is
competitive and enjoys a challenge. The CrossFit consumer seeks variety, and will
need to be continually engaged and entertained in order to maintain their business.
Marketing/Industry Indicators
In the CrossFit game, there is an abundance of competition. In the Denver
Metro Area, there are over 100 CrossFit-affiliated gyms (3). However, not all CF
gyms are created equally, and the CF consumer knows this. CrossFit Elevation has
some strengths at play: first, reputation. Like any business in a saturated market,
CFE runs on word of mouth and positive reviews. Despite the large pool of
competitors, CFE has landed in the top 10 of Denver’s A-List and the Best of
Westword, repeatedly (4). Another strength of CFE is the coaching staff’s extensive
certifications. CrossFit, Inc. only requires the Level 1 Certification, but CFE’s staff
have certifications in USA-Weightlifting, CrossFit Kids, Mobility, and Gymnastics.
CFE’s inclusion of yoga, nutrition consulting, and a pro-shop are also strengths in the
eyes of the consumer. CFE also faces some weaknesses: the gym continues to grow,
but space is limited. Amenities in the gym are lacking, as there are no showers,
limited lockers, and only 2 unisex restrooms. On occasion, there is a shortage of
equipment during extra large classes. Despite this, there are opportunities for CFE:
the owner maintains a strong relationship with the building owner and has first
right of refusal when other tenants move out. Thus, there is a chance for CFE to
expand. In the same vein, there are some threats. The neighborhood has faced re-
zoning, as it’s somewhere between residential and commercial. The city has also
threatened to remove or re-zone CFE’s parking lot.
CrossFit Elevation has some direct competitors in other CrossFit gyms, based
on proximity and reputation. There are three CrossFit gyms within a five-mile