Building Inclusion into the Evolving CrossFit Brand

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As gym culture evolves, how do companies like CrossFit boost their brand to potential consumers? Keith Knapp, Director of Marketing at CrossFit, strives to build a brand that includes every shape, size, and ability. Keith shares that by relying on their affiliates to help localize advertisements, each community receives specialized marketing and branding. Tune in to the episode to learn how Keith’s passion for fitness and community led him to reinvent the CrossFit brand. 

Tune in to Learn: 

  • About the foundation of CrossFit’s business model (4:24)
  • How CrossFit created a local and personal level of marketing with their customer (18:35)
  • What tools and tech that Keith is using to boost their brand (31:58)
  • Why employee retention is vital for personal success at CrossFit (36:18)


About the Guest:

LinkedIn BIO: Father. Husband. Brother. Son.

Faith. Family. Fitness. Feeling. Fellowship.

Keith Knapp has experience leading government affairs efforts at a state and federal level, selling products and services in a B2C and B2B environment, leading tech startups, launching new brands both inside and outside the walls of one of the world’s largest CPG companies, as an innovation and strategy consultant to F-500 brands and companies, and leading DTC and eCommerce strategy and operations teams. He’s made the connection that his predisposition to want to change the world can be delivered through active engagement in any platform that frees him to serve others.


Has a mind that never stops

Is fueled by making connections between ideas and building relationships with people

Is a driven charismatic leader

Has stood on a soapbox, literally, to make a point

Is an optimist

Is VERY high-energy

Most importantly, Keith is a father to three beautiful daughters and one handsome son, the husband to his college sweetheart, and a brother and a son. Family is an ever-present guidepost for Keith!

Keith graduated from Northern Kentucky University in 2011 with a Master’s Degree in Business Administration/Entrepreneurship. He also attained a B.A. in Political Science/Pre-Law and Legal Studies from NKU where he was a three year captain of the NCAA-DII Cross Country and Track & Field teams, and where he was nominated by the Student-Athlete Advisory Committee – and elected by his fellow student athletes across all sports and disciplines – as Mr. Norse.” 

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Episode 380