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For CrossFit gyms

Fill the on-ramp. Keep them past the Open.

In-House is your AI marketing team. It actually fills your on-ramp: ships the foundations landing page, runs the trial ads, posts the WOD whiteboard from the floor.

No charge for 7 days Cancel in two taps Live in 9 minutes

Three options. Only one actually works for your business.

Agency
$2,500 to $4,000 / mo
Slow. Expensive. Removed from your business.
A quarterly Meta report, twelve generic 'transformation' tiles, and an account manager who thinks Fran is a person. Meanwhile the globo-gym down the road runs an unlimited-access promo and your foundations cohort is two people.
DIY tools
$80 to $200 / mo + your evenings
Cheap, but it just hands you a dashboard.
Wodify or SugarWOD, Squarespace, Meta Ads Manager, a Mailchimp list, your own Google profile. Cheap, but you write the foundations landing copy at 9pm after coaching the 6pm class and the page still says 'Reebok CrossFit Games 2019'.
ACTUALLY DOES IT
In-House
$299 / mo flat
Cheap, and it actually does the work.
The AI marketing team posts the WOD whiteboard, ships a foundations on-ramp page that converts, runs the trial-week ads on your suburb, and writes the on-ramp follow-up sequence. You film the warm-up, approve the week, done.

Foundations is the funnel. Everything else is fan service.

The reality

A CrossFit affiliate lives or dies on its foundations cohort. You pay CrossFit Inc. an annual licence fee, you write your own programming, and the entire growth flywheel is the on-ramp: a complete beginner walks in, does 4-6 weeks of foundations one-on-one or in a small group, then graduates into the regular class roster and ideally stays for years. If foundations is two people, the cohort breaks, the coaches lose interest, and you're back to chasing experienced CrossFitters who already have a box. The marketing job is not 'more members'; it is 'a full foundations cohort starting every fortnight'. That work has to happen every week, inside the affiliate licence constraints (no comparative claims, no 'best CrossFit gym', limited brand-mark use), and it almost never does because the owner is on the floor coaching three classes a day.

What good looks like

Good CrossFit-affiliate marketing has three jobs running in parallel: a foundations on-ramp landing page that's the single best-converting page on the site (clear price, clear duration, what to expect, your L1/L2 coach bios, photos of real members not Games athletes), a Meta trial-week ad with a 5km radius targeted at fitness-curious beginners (not existing CrossFitters), and a foundations follow-up sequence that walks the new member through weeks 1-6 so they feel known before they walk in. The page is conversion, the ad is acquisition, the sequence is retention. Do all three and the cohort fills; do one and you spike for a week and crash.

Foundations is the only funnel that matters
Experienced CrossFitters move to your box once a year. Beginners walk past your roller door every day. The foundations on-ramp is what converts the curious passer-by into a 5-year member.
Globo-gyms outspend you on 'gym near me'
Anytime, F45 and PureGym outbid you on every broad search. The fight isn't ad spend; it's owning 'crossfit [suburb]' and 'beginner crossfit [suburb]' that they don't bother with.
Branding has moved on; your site hasn't
The Glassman-era 'forging elite fitness' framing is dead. Independents have rebranded around community and coaching. Most affiliate sites still read like a 2016 Games highlight reel.

Real work. Not a slide deck.

In-House publishes to your real accounts and your live site. Here is what a CrossFit affiliate gym sees in the first weeks, in the actual format it lands in.

Web Agent
Live · yourbox.com.au/foundations/marrickville
yourbox.com.au/foundations/marrickville

New foundations landing page: 'Beginner CrossFit in Marrickville' headline, 6-week on-ramp explained from a zero-experience starting point, your L2 coach Anika's bio, indicative pricing ($295 for the on-ramp, then $59/week unlimited), what to wear, what the first session looks like, eight floor photos of real members, FAQ on injury, age, and existing fitness levels, plus SportsActivityLocation schema. Indexed in 48 hours, ranking page 1 for 'crossfit marrickville beginners' inside three weeks.

One per suburb you draw from
Advertising Agent
Live · Meta Ads · foundations on-ramp
Ad · yourbusiness.com.au
Beginner CrossFit · 6-Week On-Ramp

Never done CrossFit? Start with a 6-week foundations programme: small group, L2 coaches, every movement taught from scratch. No comparison to anyone else in the room. Marrickville. Next cohort starts Monday. Reserve your spot in 30 seconds.

Targeted at men + women 25-50, 5km radius, fitness-curious only
Social Media Agent
Scheduled · Wed 5:30pm · Instagram + Facebook
Your photo
Caption written from the floor photo you uploaded

"Tonight's WOD whiteboard: 5 rounds for time, 15 wall balls, 12 box jumps, 9 hang power cleans. Scaled options written under every movement, because most of the room is using them. RX athletes get the prescription, scaled athletes get the same workout at a load that matches today, masters get the version that protects the back. Nobody starts at RX. Everyone gets the same hour." Drafted from the whiteboard photo you snapped before the 5:30pm class.

Real whiteboard, real coach, never stock
SEO Agent
Auto-applied · approval rules
Google Business Profile update
services list expanded from 3 → 14 (foundations on-ramp, CrossFit classes, open gym, kids' CrossFit, masters programme, competitor programme, personal training, mobility class, +6 more), opening hours updated with weekend and 5:30am sessions, 'family-friendly' attribute added, primary category corrected from 'Fitness center' → 'Gym', 16 new floor photos pushed.
Live in your profile within the hour
$299 / mo
Flat. No tiers, no markup.
9 min
From sign-up to live marketing.
60+
Pieces of content a month.
0
Contracts. Cancel any time.

Six agents, working in your accounts.

Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.

Account Lead

Sets the plan around the one number that moves the box: foundations cohort size. Briefs the other agents so the on-ramp page, the trial-week ads, the floor content and the foundations follow-up all push toward filling the next cohort, inside your affiliate licence constraints. Tracks the Open, the in-house comp, and the kids' programme as secondary cohorts.

Answers: foundations is the only funnel that matters
Web Agent

Imports your existing site so you stop paying for a hosting plan plus a CMS plus a separate landing page tool, and makes the foundations on-ramp landing page the highest-converting page on the site. Ships a separate page per suburb you draw from, with the foundations price, the coach bios, real-member photos, and a one-tap into your Wodify or SugarWOD booking flow.

Answers: globo-gyms outspend you on 'gym near me'
SEO Agent

Owns whether you appear for 'crossfit [suburb]' and 'beginner crossfit [suburb]' searches. Complete Google Business Profile with the affiliate-licence-safe primary category, schema on the foundations page, review prompts after the on-ramp graduates, and L1/L2 coach photos in the profile. Auto-applies the low-risk fixes.

Answers: globo-gyms outspend you on 'gym near me'
Advertising Agent

Runs a permanent foundations-on-ramp Meta ad with a 5km radius targeted at fitness-curious first-timers, lifts spend in January, September and pre-Open, and pauses when the next cohort is full. A small Google call-only ad set catches 'crossfit [suburb]' urgent searches. Stays inside CrossFit Inc. ad-copy constraints (no comparative claims, brand-mark used per the affiliate guide).

Answers: foundations is the only funnel that matters
Social Media Agent

Turns every WOD whiteboard, foundations graduation, and member milestone into a post in your voice: coach demoing a clean air squat, scaled-vs-RX explainer, masters athlete spotlight, kids' programme highlight. Builds the 'beginner-friendly, real coaching, not a cult' case. You photo the whiteboard or film a 60s warm-up, agent drafts the caption, you approve.

Answers: branding has moved on; your site hasn't
Content Agent

Drafts the longer-form pieces beginners search for before they walk in: 'is CrossFit safe for beginners', 'how much does CrossFit cost in [suburb]', 'difference between CrossFit and a normal gym', 'what to wear to your first CrossFit class'. Two a month, in your voice, that pull consideration-stage search and lower the barrier.

Live in your accounts, fast.

The heavy lifting comes off your plate the day you sign up. Here is what you see by the end of week one.

  • 9-minute onboarding wizard, then your agents go live in your real accounts.
  • Existing site imported. Hosting bill cancelled by Friday of week 1.
  • Foundations on-ramp landing page drafted and indexed by day 7.
  • Meta trial-week campaign ready to launch by day 10.
  • Google Business Profile fully completed, every programme listed, by day 3.
  • First fortnight of WOD-whiteboard captions queued in your voice.
  • Foundations follow-up email sequence wired into Wodify or SugarWOD.
See pricing No charge for 7 days Cancel in two taps Live in 9 minutes

Your first 30 days.

  • Site imported, hosting bill cancelled
  • Foundations cohort target and trial-week plan delivered by Sam
  • Google Business Profile flipped from 'Fitness center' to 'Gym' with full programmes
  • Foundations on-ramp page indexed and ranking on the long tail
  • Meta trial-week campaign live with a 5km radius
  • First fortnight of whiteboard captions queued in your voice
  • 6-week foundations follow-up sequence wired into the booking system
  • 'Is CrossFit safe for beginners' blog draft in your inbox
The bottom line

A CrossFit affiliate wins on coaching and community and loses on distribution. The foundations on-ramp is the only funnel that matters. The boxes that grow do the unglamorous weekly work: a foundations landing page that converts, a trial-week ad targeting beginners (not existing CrossFitters), and an on-ramp follow-up that turns the curious passer-by into a 5-year member. None of it can be done from the rig while you're coaching.

Agencies are too dear to actually run the foundations page and the trial-week ads for $3.5k a month. Tools are cheap but the on-ramp landing copy still says 'Reebok Games 2019'. In-House is the third option: for $299 a month the agents ship the page, run the trial-week ads, post the whiteboard, and run the foundations follow-up. You photo the whiteboard, approve the week, done. Inside your affiliate licence, every time.

See everything In-House does
No charge for 7 days Cancel in two taps Live in 9 minutes

Frequently asked.

We're a CrossFit affiliate. Are there ad-copy or brand-use restrictions?
Yes, and we work inside them. CrossFit Inc. restricts comparative claims ('best CrossFit gym in Sydney'), some uses of the brand mark in paid ads, and how the Games and the Open are referenced. The Account Lead captures your affiliate constraints during onboarding from the latest CrossFit affiliate guide, and the Advertising and Social agents stay inside them. If something is borderline, it goes to you for approval before it ships.
We use Wodify / SugarWOD / Zen Planner. Will this work with our system?
Yes. Your scheduling and member-management stays. In-House sends traffic to it (foundations page, ads, Google profile) and works alongside it (foundations follow-up emails, post-class review prompts, retargeting for trial-week dropouts). The conversion-to-member number shows up in your existing Wodify or SugarWOD reports.
Will the trial-week ads bring in experienced CrossFitters or actual beginners?
Beginners. The Meta ad targeting explicitly excludes audiences interested in 'CrossFit' as a topic (those are existing CrossFitters who already have a box) and focuses on fitness-curious first-timers, gym-quitters, and post-pregnancy returners in your 5km radius. The on-ramp page price and language reinforces this. Experienced athletes come through word-of-mouth and the open-gym page, not the trial ad.
We do kids' CrossFit and a masters programme. Can it feature those?
Yes. The kids' programme and the masters cohort each get their own landing page, their own ad set (kids targeted at parents 35-45 in your radius, masters at 50+ fitness-curious returners), and their own social cadence. The Account Lead schedules them against the school terms and the masters Open windows.
We've drifted away from the Glassman-era branding. How do you keep the voice on-brand?
The Social Media Agent learns from your existing posts during onboarding. If your tone has moved to 'coaching, community, every body welcome', the captions and ads read that way. No 'forging elite fitness' or transformation-tile templates unless your own grid uses them. You approve every post, so anything that drifts gets corrected once and the voice updates.
Can I cancel if it isn't working?
Two taps, any time. No exit fees, no notice period, no minimum term. You keep your imported site, the foundations page, and the Google Business work. Independent of the CrossFit affiliate licence, which is a separate annual fee paid directly to CrossFit Inc.

Bring your marketing in-house this week.

Six agents planning, publishing and optimising your social, SEO, ads and web, full-time on your business. $299/month. No contract.

Contact us
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