The CrossFit Influence: Examining Persuasion Strategies in the Fitness Industry Phil Mosley, Matt Jones & Ted B. Peetz (Advisor) Belmont University

Introduction What is Fitness? Definition Current state of the fitness industry Number of Gyms Number of Memberships Revenue % of Participants

CrossFit What is it? Crossfit is defined as “constantly varied, high intensity functional movement.” What is CrossFit? Cult like following Strong sense of community Incorporates principles of Olympic weight lifting, gymnastics, and body weight movements

Branding CrossFit has established a very unique brand Apparel Language A Superhero Icon Yearly competition: The CrossFit Games

Purpose of the Study The purpose of our investigation is to show how Cialdini’s six persuasion techniques have helped to promote and separate CrossFit from other fitness alternatives.

Cialdini’s 6 Factors of Influence

Reciprocation Rule of reciprocation – we should try to repay, in kind, what another person has provided to us. First Week is Free Free T-Shirt upon joining

Commitment and Consistency Rule of Commitment and Consistency – our desire to be (and appear to be) consistent with what we have already done. Starting with small initial commitments that can be made will greater the chance of people staying with the workout Having participants “login” and register for classes prior to coming in. “Universal Scalability”

Social Proof Rule of Social Proof – We view a behavior as correct in a given situation to the degree that we see others performing it. Paleo Sense of Community

Liking Rule of Liking- we most prefer to say yes to the requests of people we know and like Similarity Compliments

Authority Rule of Authority – People will follow the lead of credible, knowledgeable experts Testimonials of people explaining their experiences with the staff and workout Certifications of coaches

Scarcity Rule of Scarcity – that opportunities seem more valuable to us when they are less available. Irontribe’s limited number of spots Must join at beginning of month, or wait until beginning of the next month