We're using Data Science and Content Marketing to Build a CrossFit Gym (Project X)

CrossFit (X) is a 9,000 square foot Affiliate located in (X). I was recently hired by ownership to use my skills in user experience design, data science, and content marketing to build the business.

I am doing so on a fixed budget to begin ($1,000 per month), with potential budget increases coming with proven success. I can use this budget any way I see fit.

Project X is simple in scope:

• We’re going to determine a fully-replicable way to bring in new prospects, from first awareness to paid membership, with the end objective of increasing membership from ~275 to 350+ paying members.

• At the same time, we’ll attempt to bring in new prospects at the highest possible membership tier (maximizing dollars/month).

• We’ll also work to upgrade existing members to higher tiers of membership (improving profitability, and potentially, retention).

We’ll use three avenues:

• Create a digital advertising + free class experience to convert new prospects at the highest possible rate AND the highest possible membership tier.

• Create a viral/behavioral psychology/economically-driven system to incentivize current membership to introduce their social circles to CrossFit (redacted)’s free class experience.

• Create a viral/behavioral psychology/economically-driven system to incentive current membership to upgrade to higher tiers of membership.

This blog will be a record of the project. Updates will post twice a week.

I will attempt to be as transparent as possible with our efforts (without violating client confidentiality), allowing readers to replicate our methods.

Subscribe below to follow along — I’ll send an email with links to new articles each Friday.