On authentically branding the SICFIT image. There...

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On authentically branding the SICFIT image. There are two aspects of any business, its business model and its brand. To understand my approach to growing the SICFIT brand, you would have to first understand the CrossFit community and its transcendence into the lucrative sporting industry.

From the beginning, I realized that there is a polite schism in the CrossFit community between aspiring Games athletes and those who pursue CrossFit, solely for complete health and ability. Each need the other. Early on, I felt pressured to change my perception of SICFIT to appeal to the entire community in a way that would have detracted from our mission to support the competitive and increasingly professional CrossFit sport. If you view early videos that were moderated or produced, you will sense a different feel. That impression was out of fear of seeming exclusive.

Over time, I decided that I would focus on the athletes, their preparation, and the fans of the sport. It is an approach that I felt would make SICFIT for everyone, even if it wasn’t about everyone. Beyond this early shift, I also stopped defining the brand, for inclusivity’s sake. What I found was that it resonated with so many people - inside and outside of the CrossFit community . It meant something distinct yet accurate to many people.

But I will always continue to honor the origin of the brand while also honoring those who represent it today. Projects like this make us equally as proud. For those that do not know, SICFIT was born back in 2005 (ex: comment #184), in a garage gym in Austin, Texas called CrossFit Central. Central is known for two things, having nearly 1,000 clients and producing some of the best CrossFit Games athletes in the history of the sport: Jeremy Thiel, Carey Kepler, Crystal McReynolds, Lindsey Smith, Lance Cantu, our top affiliate team, and and more individual competitors.

They inspire me. We inspire each other. And the notion of all of this is simple and clear. SICFIT is when we achieve a certain level of proficiency; it is when we grow comfortable in sacrifice. When we are able to fight through pain and adversity like professionals, you’d hear one word around the gym. SICFIT. There are competitors in all of us. As long as you’re willing to activate the compete.

Either people understand it or they don’t. And I want everyone to see SICFIT in themselves. But it has to be their own competitive experience and their accomplishments. Until then, many will say, “What is SICFIT? And many of us will continue to smile and answer, “Those who know, are.”