The CrossFit Membership Playbook

Chapter 01

Why recurring revenue changes the business

The real cost of resetting to zero every month — and what changes the day part of your revenue renews on its own.

Boxes lose dues to failed cards, athletes who ghost after foundations, and couples paying separately — admin eats coaching hours every month.

Every box without a membership program runs the same way: the month starts at zero, and everything you earn has to be re-earned. Marketing spend buys a visit, not a relationship. Discounts buy a decision once, and train athletes to wait for the next one. When volume dips, there is nothing underneath to catch you.

What a membership base actually does

• It sets a floor. Whatever else happens this month, the members bill.
• It changes behaviour. People who pay monthly use what they pay for — members show up more often than non-members.
• It compounds. Members you enrolled two years ago are still paying while you enroll this year's.
• It makes the business easier to value, easier to staff and easier to finance, because next month is knowable.

The arithmetic that convinces owners

At $169 a month, 150 members is $25,350 in monthly recurring revenue and $304,200 a year. Reach 400 members — a realistic two-year number for a single location that works the plan — and it's $67,600 a month, $811,200 a year, before a single class is upsold.

1. 01$169 — anchor plan price used throughout this guide
2. 02150 members = $25,350/mo ($304,200/yr)
3. 03400 members = $67,600/mo ($811,200/yr)

Nothing in those numbers requires new athletes. They come from the people already in your database who currently buy from you once or twice a year.