Disclaimer: WodSites is not in any way affiliated with the CrossFit brand.
Whatever your profession, no matter who you are or what you do, you can be that and fit. This is the mantra of AndFit CrossFit based in Auckland, New Zealand and expanding soon to the land down under. The CrossFit in Varsity Lakes opens their fitness box in a few weeks, we caught up with Wykie Etsebeth, owner and director of AndFit CrossFit, to see what the buzz is about! While some of us stumble upon fitness a few years into career life after finding that our old habits don’t quite maintain the health level we’ve been accustomed to, it’s not so for Wykie. Passionate about health and fitness since he was a boy, Wykie recalls that his dream since childhood was to open a gym, tleted a degree in sports hough he didn’t know of CrossFit at the time. It was with his passion in mind that Wykie compscience and took a job as a personal trainer at a gym. While he was there a fellow PT introduced him to the CrossFit methodology and the rest, as they say, is history. Whether becoming a physical education officer in the police force or starting his own bootcamps in a local park before opening a CrossFit gym as an affiliate, it’s clear that Wykie’s passion is to help people achieve their best health.
“Our passion is showing members that fitness can be part of who they are and not a chore.” – Andfit CrossFit
Coming up to its fifth year of operation, AndFit CrossFit has come a long way since its earliest days. Like many coaches, Wykie still had a full time job when he thought of opening a crossfit gym. With a focus on providing a premier CrossFit facility and excellent coaching, AndFit started small and grew organically. Now opening CrossFIT in Varsity Lakes as their second affiliate on the Gold Coast in Australia, AndFit CrossFit has found its stride and doesn’t show signs of slowing down. One of the surprising outcomes of the AndFit journey for Wykie has been a passion for business and in particular, providing full time work for other CrossFit coaches. Currently employing 5 staff in their Auckland location and soon to be increasing the AndFit family with the launch of the new Aussie affiliate, AndFit CrossFit pride themselves on building a supportive, welcoming community that teaches people that fitness doesn’t have to be a chore; it can be a part of who you are. With a successful CrossFit gym in Auckland and opening a crossfit gym in Varsity Lakes on the Gold Coast, we asked Wykie what it takes to get people in the door and spread the word about your affiliate in the local community.
Here’s three important things AndFit can teach you about how to get and keep new members in the newest CrossFit Gym in Varsity Lakes.
1 - Your Website Is Your Front Door
While Wykie admitted that before he worked with WodSites, AndFit CrossFit’s website was geared to current members in mentality, image and information, that’s far from the way things are run now. With their new WodSite came a targeted focus on reaching new people and a realisation that your website is the key to bringing them into the gym. “We know that if we get people in for the free trial, we have excellent facilities, coaches and community that makes people want to stay,” says Wykie, “… what we have with our WodSite is a website that is geared to give visitors information about who we are and what we do before they come for the trial.” Kody from WodSites says, “Using your website to focus on reaching people who haven’t met you yet gives you maximum opportunity to let them know how awesome you are before they even step through the door. A website that is geared to your current members can’t attract new people because it doesn’t give them what they need to know in order to engage with you.”
“Using your website to focus on reaching people who haven’t met you yet gives you maximum opportunity to let them know how awesome you are before they even step through the door.”
2 - Present Well
If you ask someone who hasn’t tried CrossFit for their opinion on it, you’ll often get responses such as, “It’s for hardcore people!”. The fact is, the image of ‘hardcore’ CrossFit boxes in industrial estates, warehouses, home garages or backyards doesn’t work for everyone, something AndFit has picked up on. Part of the culture that AndFit CrossFit has worked hard to achieve is providing a premium facility that is appealing to the everyday member. “We love the CrossFit methodology; we believe in it and it works, but when we first started there was definitely a gap in the market for a CrossFit gym that was professional looking and well-presented…[with] things like clean showers and a welcoming reception area”, said Wykie. “You don’t have to compromise quality coaching or the CrossFit methodology to provide these things.” Although initially dismissive of what was considered solely a ‘globo-gym’ feature, many affiliates are finding that their members respond positively to a box that provides not only high quality coaching and results that work – but a clean and professional environment where they can, for example, shower before heading straight to work in the morning, or home for the evening.
3 - Give Value, Build Trust
AndFit CrossFit has 4 core values, one of which is generosity. Here’s why generosity is an awesome idea: you get to build ‘trust credits’ with your customer before they buy from you. Mark Zuckerberg, CEO of Facebook, has said, “People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcasted message. A trusted referral is the Holy Grail of advertising.” Zuckerberg mentioned trust three times in one sentence and then called it a Holy Grail. AndFit CrossFit is onto something here, and you can be too. Giving value results in building trust; building trust is, according to Zuckerberg, “the Holy Grail of advertising” and, the better your ‘advertising’, the more growth your business can experience. Essentially, giving value is the first step to becoming that trusted friend that Zuckerberg is talking about.
Working with AndFit has been a pleasure for us here at WodSites as we found something important in common; a passion for and commitment to learning. AndFit’s belief statement says, “We refuse to just simply do what everyone else does, or just to do what we did yesterday. We are committed to studying and learning about the latest science of fitness and health so that we can pass it on to you!” and we know that this commitment to learning extends to their business endeavours as well. “When I met Kody it was clear that he knew and understood how a CrossFit gym works and what it needs,” said Wykie, “He had experience working with other gyms so we were open to what he had to teach us about our website.” While initially focused more on engaging existing members, AndFit CrossFit’s website is now geared toward introducing new people to AndFit’s philosophy of health and fitness as a part of life to be enjoyed and not as a chore, especially now that opening CrossFit gym in another location is about to take place. We asked Wykie to sum up why AndFit loved working with WodSites and here’s what he had to say: “Firstly, we were surprised by how many inquiries we get through the website now without having to do much else. We get a steady stream of people not only visiting but signing up through the website and our new website ranks really well. It’s also not a massive upfront fee of the usual $5000+; it’s just a small outlay cost and then a very manageable subscription per month which definitely works with the way most CrossFit affiliates are run. We have four WodSites now so we definitely love how it works.”
Wykie and wife Rebecca standing in the driveway of their new CrossFit box in Varsity Lakes, Gold Coast.