My first CrossFit box in 2007 was only the second affiliate in Los Angeles and the 27th in the world. By 2014 the number of official affiliates had passed 10,000. Today, you can walk outside blindfolded in North Hollywood, throw a tennis ball and hit a. an acting class b. a nail salon c. some pretty good Thai food or d. a CrossFit box. In fact, if you pick the right strip mall and get a good bounce you’ll probably hit all four.
In HQ’s libertarian view, the marketplace should determine which boxes survive and which go the way of the bad Thai joints. They set no limits of how many affiliates there can be in a given area. Further, as “affiliates,” not “franchises,” we are pretty much free to run our thing our way as long as a. the head coach is at least a Level I certified CrossFit Coach, b. we carry sufficient insurance and c. we pay HQ for the privilege.
In other words, McDonalds makes their burgers the same way worldwide; we’re free to tweak the recipe as we see fit.