Selected Client: CrossFIT

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by Tori Mason6 views·Updated Mar 19, 2021
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  1. My name is Victoria Mason.
  2. The client that I've chosen to assess for the semester
  3. is CrossFit.
  4. We are going to take a better look at what
  5. CrossFit is, so the company's tagline is the world's leading
  6. platform for health, happiness and performance.
  7. So CrossFit is a fitness Brandon ideology, and the bread
  8. and butter of their fitness model is independently brand affiliate
  9. gyms that are dotted throughout the world and in the
  10. gyms. They run group fitness classes, and the second major
  11. component of the brand is the annual CrossFit Games, competitions
  12. that are put on each summer.
  13. And this has created a community of professional CrossFit athletes.
  14. So here this is an example of what a group
  15. fitness class might look like on the local community level,
  16. and this is an image of a professional, uh, female
  17. CrossFit athlete at one of their annual CrossFit games.
  18. My rationale for choosing CrossFit really stems from the crisis
  19. that they faced last summer.
  20. Oops, gonna zoom in here.
  21. So last summer, June 2020 during the height of awareness
  22. around black lives matter and the protest that were going
  23. on, um, the former CEO rank Lastman.
  24. He made racist remarks on Twitter and also on a
  25. company's room call that was later released.
  26. It was leaked to BuzzFeed, and following this there was
  27. an enormous amount of corporate follow and social media backlash.
  28. This is a screenshot of the Buzzfeed article that went
  29. viral, and it's an audio clip of some, uh, the
  30. insensitive and racist comments that the CEO made regarding George
  31. Floyd they follow from this crisis involved over 1200 affiliate
  32. Jim's cutting their ties with the brand, and a number
  33. of the professional CrossFit athletes also ended their sponsorship and
  34. connection. They lost their corporate pun.
  35. Their corporate partner, Reebok and Greg Glassman, stepped down as
  36. CEO and was replaced by Erik Maza.
  37. They also saw a steep decline in their membership.
  38. Has people in general just really didn't want to be
  39. associated with the brand anymore?
  40. Yeah, yeah, So now moving past this point, they have
  41. new leadership, and they're really looking to make changes.
  42. But given the tainted name of profit because of that
  43. crisis, they still face ongoing challenges.
  44. And part of that is regaining the stakeholder chest trust
  45. and adjusting the brand perception.
  46. So right now, they're viewed as lacking in diversity equity
  47. and inclusion.
  48. The brand is also currently viewed as something that is
  49. very aggressive and exclusive.
  50. A lot of it's viewed as having a high hubris,
  51. and that's the type of, um, that's how the community
  52. is viewed.
  53. And there also seems to be a stakeholder perception that
  54. there is some hypocrisy and inauthenticity of the brand, because
  55. cross it in the past has really focused on public
  56. health. But their lack of accessibility due to cost and
  57. equipment makes this message seems inconsistent.
  58. Mhm something that CrossFit has done.
  59. Now their new leadership is on there.
  60. This is their home page.
  61. You can see they have a tab marked inclusion, says
  62. crosswords, commitment to diversity, equity and inclusion.
  63. So the new CEO is taking a lot of opportunities
  64. to do interviews, and they're making concrete steps to make
  65. changes both culturally and structurally within the company that are
  66. outlined really well on this page.
  67. And so throughout the semester I'll be looking at what
  68. profit is doing right now to assess the crisis and
  69. what could be done to alter brand perception and regain
  70. stakeholder trust.
  71. And this last slide is of these sources.
  72. That's all.
  73. Thank you