Raising the Bar: The Future of Social Media and CrossFit

Byron Mellon    March 27, 2017

In recent years, the popularity of CrossFit seems to have sky rocketed into orbit. The first time I heard about CrossFit was in 2008. At that time, I assumed that it was just another fitness fade that hardcore gym enthusiasts did to look cool. Undoubtedly the shine would wear off and its popularity would dwindle. I had the same thought process regarding the future of social media in a marketing for business capacity. I was wrong on both accounts. I think it is safe to say that social media has played a pivotal role in the success and growth of the CrossFit brand since day one. In today’s business landscape, staying progressive when it comes to new advancements and technologies in all areas and aspects of business is vital to the future success of your organization. The CrossFit brand does just that.


From a marketing perspective, CrossFit has excelled over the years at identifying and incorporating new methods of social media as a way for them to reach the masses with their message. This trend appears will continue into the future as new innovations and technologies continue to develop. From YouTube channels, blogs, podcasts, CrossFit TV and nationally televised CrossFit competitions, they understand the value and importance that mainstream and social media outlets provide to the future growth of their brand.



Open since 2008, the Academy of Lions is a Toronto, Ontario based CrossFit gym that is at the forefront of the CrossFit movement in Ontario. The academy also provides us with a prime example of the importance that social media plays in the present, and the future of the fitness industry itself . When it comes to social media strategy and execution, the academy is quite progressive. The creation of a branded “Academy of Lions” blog, Youtube channel and podcast are a few areas that highlight these initiatives. By staying in tune with emerging trends in the field of social media marketing, the Academy of Lions has not only created a viable business environment, but they have also created a welcoming, inclusive and thriving community of like minded people that continues to grow in members. The facility where the gym is located exudes a family type atmosphere. There seems to be a sense of positivity and encouragement in the space that appears to be contagious to everyone who visits. You can stop in to meet friends, enjoy a coffee, grab a snack, even buy some branded swag from the onsite store. It is this feeling of camaraderie and sense of belonging that is so appealing to current and potential members. Social media plays an important role in this equation, not only by providing connectivity, but also by providing the platform for its members to share and promote the gym through all social channels.

“Social Media has always played big part at the academy. Since we opened in 2008, we have expanded on our use of social media quite a bit. In the beginning, we were on Facebook & Twitter, but now we have a blog, podcast and TV channel. It’s a great way to stay in tune with what is going on at the gym and in the community. You can check out the monthly schedule of events, classes, upcoming competitions & fundraisers that are happening. It’s one big family here and social media allows us to all stay connected”.-Cristian Bizama, Academy of Lions Coach

“We build strong communities through athletics, movement and doing the right things for our bodies & minds” -Academy of Lions Motto


Lessons for Others

Although it hard hard to predict the exact path that social media will take in future,  I am fairly confident that social media will continue to play a significant role in the growth and success of organizations globally. With the evolution of technologies in all areas of business, not taking a progressive stance when it comes to investing money and resources towards areas of social media & marketing strategies could prove costly.

“Your future hasn’t been written yet. No ones has. Your future is whatever you make it. So make it a good one.” -Doc Brown (Back To the Future Movie)

Organization: Academy of Lions-Crossfit
Industry: Fitness
Name of Organization Contact: Cristian Bizama, Academy of Lions Coach

Authored by: Byron Mellon

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