On Nov. 30, 2023, CrossFit HQ emailed CrossFit affiliate owners announcing the first affiliate fee increase in 11 years. In the email, CrossFit CEO Don Faul detailed the affiliate fee will increase from $3,000 to $4,500 — a 50 percent increase. This change will take effect on each affiliate’s anniversary date, and there will be “two ‘follow-on’ tiers that apply to (affiliates in) other countries around the world.”
Per Faul, the rationale for the fee increase is sustaining CrossFit’s business model, which includes investing in resources for future goals. “Our decision reflects a tremendous amount of thought and research, centered on understanding and serving your needs while allowing for reinvestment of fees back into the ecosystem.” The fee increase will allow a monthly payment option without the additional 20 percent fee that was previously standard.
According to Faul, as of 2022, CrossFit was “breakeven,” having failed to turn a profit. That lack of funds stymied CrossFit’s aims to invest in growth opportunities for the company and affiliates alike. Longstanding affiliates that paid less than the $3,000 fee before this announcement will see their affiliate fee increase gradually rather than jump directly to $4,500. Similarly, affiliates in countries with challenging economics will see case-by-case fee increases that may not reach the $4,500 level.
“To get new members through your front door, we are investing heavily in technology, personnel, and marketing to help inform brand perception, storytelling, campaigns, and web/mobile enhancements,” said Faul. “These improvements will help you build a strong, sustainable business.”
Part of the affiliate fee increase includes a $500 credit for affiliate owners or coaches to use on Level 1 or Level 2 certificate courses or online Level 1 courses.
All affiliate owners — existing and new — will have 12 months following their renewal signing to enroll in their L2 certification.
CrossFit HQ held town halls on Dec. 1 and 4, 2023, to address any questions regarding the fee increase and certification requisites. Additionally, CrossFit HQ has created a frequently asked questions (FAQ) page — https://www.crossfit.com/faq/affiliates — where additional information is available.
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Featured image: @crossfit on Instagram
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