Season 2 · Episode 69
CrossFit Director of Marketing: Keith Knapp
PRsAllDay Affiliate Podcast · Diablo CrossFit - Craig Howard & Coach Jamie Lee
January 2, 20241h 10m
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Show Notes
Keith is a passionate CrossFit enthusiast, garage gym athlete, affiliate owner, affiliate member AND Director of Marketing for CrossFit. More importantly, he's a husband and father of FOUR! We'll talk CrossFit marketing, affiliate needs and the future of fitness.
- 00:01:20 Keith has been CrossFitting since 2008.
- 00:02:09 Keith's fitness background
- 00:04:48 Keith and his wife coach High School Track & Field and CrossCountry
- 00:07:56 How Keith landed his job at CrossFit
- 00:09:05 Keith's marketing & advertising background
- 00:10:34 Why Keith is passionate about CrossFit
- 00:14:40 Will Keith leave us?
- 00:15:17 Looking at CrossFit management through a microscope
- 00:17:27 Room for violent disagreement
- 00:18:11 The life cycle of CrossFit - early adopters vs early majority
- 00:20:25 Googling CrossFit - SEO
- 00:22:01 Working with online detractors
- 00:23:26 Is Keith Knapp leaving CrossFit?
- 00:23:50 Hiller is listening
- 00:24:19 What about the CrossFit Journal 00:29:10 Marketing to CrossFit newbies
- 00:30:00 300million people age 20-39 working out regularly NOT doing CrossFit
- 00:32:21 Keith finally identified as a CrossFitter
- 00:33:40 Standardizing the recruiting process at CrossFit affiliates
- 00:35:39 The first 90 days at Diablo
- 00:37:57 Knock and the door will open - getting feedback from members
- 00:39:14 How CrossFit thinks about marketing to bring people into affiliates
- 00:40:13 Defending the brand in Google searches
- 00:43:12 Improving CrossFit's search rankings and capturing leads
- 00:44:08 Marketing CrossFit on YouTube and Social Media
- 00:46:34 Mechanics and consistency FIRST
- 00:48:17 Maintaining our unique affiliate cultures
- 00:49:06 Managing affiliates to improve the client experience
- 00:51:25 The No-Sweat Intro and partnering with other affiliates
- 00:58:29 Follow and like CrossFit YouTube videos!
- 00:59:53 Using Google Maps for new customers
- 01:02:00 Google Reviews
- 01:05:42 Shout out to Hiller and Charlesworth
- 01:06:31 Excited for the future for CrossFit Affiliates