CrossFit’s unique affiliate model provides a halo effect and practical toolbox for entrepreneur owners looking for autonomy within a winning network
The fitness industry is inching toward a personal best when it comes to finance. In 2024, Zion Market Research valued the global health and fitness market, including physical gyms and health clubs, at $108 billion and projected it to reach $249 billion by 2034. It’s a sizable and accelerating sector, relaying substantial opportunities for anyone interested in entering the fitness business.
Of course, where there’s money to be made, there’s even more to be spent — think sky-high franchising fees and costly overhead expenses. The CrossFit affiliation model delivers franchise-level support, global brand power and total local control without the franchise chains. While others charge high royalties and other expenses upfront, they keep it simple: a flat $4,500 annual fee.
For 20+ years, CrossFit has empowered more than 10,000 affiliates in 150 countries to share in the industry’s overall success. With one of the most trusted names in fitness, CrossFit has changed lives and reshaped the industry.
With its unique affiliate model, entrepreneurs retain more freedom while tapping into global brand strength. Unlike with franchising models, CrossFit grants affiliates an added layer of independence with liberties related to pricing and programming. The result is a proven model that allows owners to build something that matters and the autonomy to craft a space that reflects their style, community and mission.
While CrossFit’s global reach is undeniable, its true power lies in its local impact. CrossFit gyms unleash boundless potential for health, wellness and profound human connection. The brand’s affiliate owners and coaches focus beyond transforming bodies; they aim to reverse chronic diseases, elevate fitness, extend longevity and forge unbreakable bonds that serve as vital support systems and accountability partnerships.
“In the same way we disrupted fitness 20 years ago, we redefined what it means to own a gym,” said Jay DeCoons, Vice President of Affiliates and Operations for CrossFit. “The CrossFit affiliation model empowers owners to invest where it matters most: their community. We were the original disruptors of functional fitness and we’ve shaken up the business model behind it for two decades.”
Affiliate owners are allowed total autonomy in how they run their businesses. At CrossFit HQ, we set the standard and provide support and resources to help them curate an environment that results in more than just a place to work out,” DeCoons continued. “Our owners are creating places for true and genuine human connection, and health and wellness.”
Zia Rohrbaugh, owner of 17-year affiliate CrossFit Counter Culture in Encinitas, California, witnessed these benefits in her community firsthand. Rohrbaugh says she’s seen countless friendships and relationships start in her gym, along with other transformations.
“We’ve helped people become better versions of themselves,” Rohrbaugh said. “Our community is healthier, stronger and more active. Grandparents can now chase their grandchildren around with ease.”
Why CrossFit?
At the core of every CrossFit affiliate lies a powerful methodology: Constantly varied functional movements performed at high intensity, supported by sound nutrition and a strong culture. This combination produces measurable, repeatable and scalable results for anyone, no matter their experience or fitness level.
CrossFit’s methodology is its differentiator. It’s also why members stay at least twice as long as they do at commercial gyms, refer friends and find belonging within the gym walls, according to the brand. Members walk in expecting a workout and end up finding much more.
CrossFit notes when you open an affiliate, you’re not just opening a gym; you’re leading with purpose, building a business that transforms lives and joining a global movement that endures. You’re entering a network full of experience and knowledge as well, eager to help your business thrive.
The Affiliate Model
CrossFit isn’t a franchise; it’s an affiliation. Affiliate owners enjoy the freedom to build a business that reflects their community and values while benefiting from a proven framework for success.
“CrossFit is a license model, not a franchise,” Rohrbaugh explained. “With that, we get total control to run our business how we want to. All affiliate owners chose CrossFit because they love CrossFit. They want to live and share the methodology.”
Affiliate owners control their brand identity, pricing, programming and culture, all while gaining access to tested startup guides, business playbooks, mentorship as well as ongoing support from the global CrossFit network and CrossFit HQ. The brand also recently added an expanding library of marketing materials to its affiliate toolkit which feature the same messaging currently coming from CrossFit HQ.
“The marketing materials are amazing,” Rohrbaugh said. “Aligning the gym marketing with the CrossFit website is so beneficial. If I were a new affiliate, I would 100% use those resources.”
The brand also makes business plans, onboarding resources, programming support, mentorship and networking, partner benefits and other assets available to new affiliates.
“We’re consistently building up and improving our library of tools, education and support so new affiliate owners never feel like they’re building alone,” said DeCoons. “‘For owners, by owners’ is a key theme for us — all the resources we provide need to be proven out by successful owners in real-world conditions. Our goal is to make sure every new and seasoned affiliate owner has the knowledge, confidence and community to build something lasting.”
CrossFit affiliates succeed not through flashy marketing or fancy equipment, but through culture — a shared belief in hard work, inclusivity and personal growth.
“My community is for anyone who is willing to put in effort to change their life,” Rohrbaugh said. “We have athletes aged from 7 years old to 92, all here for a different reason. We reward the small wins every day to build a positive environment. Community is everything. It’s not why they join — but it is why they will stay.”
The Process
Becoming a CrossFit affiliate owner involves a transparent, supported and flexible process.
- Step 1: Submit your application. Their customer support team will guide you through every step.
- Step 2: Receive your Affiliate Starter Kit, playbooks, pre-opening checklists and business templates.
- Step 3: Earn your credential. A CrossFit Level 1 Certificate (CF-L1) is required before opening, but not to begin the process.
- Step 4: Connect with your Field Leader. Every region has dedicated leaders with real affiliate experience ready to help you succeed.
Affiliates have up to 12 months to open their doors, with full access to resources from the moment they apply. Whether they launch in three months or take the full year, affiliates are supported every step of the way. The CrossFit model has thrived for over two decades because it works, driven by proven methodology, measurable results and genuine human connection.
With well over a decade of affiliate ownership, Rohrbaugh, who is getting ready to open a second affiliate location, says networking among other owners is paramount for success as well.
“The biggest piece of advice I have for new owners is to talk to other affiliate owners often. Even as a 17-year owner, I talk to other affiliates weekly,” she said. “We are the ones living it day in and day out. We have made the mistakes. Learn from us.”
Rohrbaugh also encourages affiliates to take advantage of the CrossFit name, which carries powerful relevance in the industry.
“CrossFit HQ’s job is to build a brand so powerful that just the name above your doors leads to success,” she said. “That’s all we need from them. That’s their specialty. Pulling their attention from that doesn’t serve us. The value in affiliation is the brand itself, access to the inner circle, to that affiliate family. HQ and affiliates need each other. It’s a two-way relationship. It’s simple but powerful.”
Learn more about affiliating at CrossFit here.
This article originally appeared in ATN’s Franchise Landscape 2025: Insights Into Fitness& Wellness Growth report, which explores how how boutique concepts, HVLP operators and multi-brand franchisors are reshaping the industry, from Pilates and barre studios to big-box gyms. Download the free report.
