The gym was full of one thing. That was the problem.

For 17 years, CrossFit BC ran essentially one program. Retention was strong. Growth wasn't: from January to August 2025, recurring membership sat between 130 and 140.

In 2025 we added HYROX as a second program. Today the gym sits at 299 paying members training each month, with 95% monthly retention, and we spent $0 on digital marketing to get there.

The change wasn't a magic program. It was giving the members we already had another reason to stay, and giving the next member a second door to walk through.

I wrote up the whole story, numbers included, in the case study. And the Articles page now holds the guides I lean on when I work with gym owners: retention, numbers and pricing, coaches and team. Read before you book a conversation.