Now a day does not pass in which I have nothing to do with Box Owners who complain that there are few people who attend their Boxes and would like more. Now apart from the fact that a Box full like an anthill is not exactly a desirable situation, let’s try to understand why these Boxes have fewer users than you would like, trying to explain it in a simple way.
Personally, I hate the concept of guilt, but in this case it must be said that the fault of the little-used box is precisely that of the Owner box.
If you are one of them, try to ask yourself why you opened the Box and in most cases the answer will be that the main motivation was to satisfy your need. Need to find a job, need to train without constraints, need to follow your passion and so on for a thousand other needs and needs.
And here the first problem arises because if what we do is only the satisfaction of one of our needs without taking into account the needs and needs of those to whom we dedicate our efforts, it is obvious that people will be kept well away from us and from our Box. It is always a question of clear and clearly stated objectives.
Suppose I want to be a better athlete and I commit to 110% to improve my performance and decide to open a Box. It is likely that in the first instance to attract only people who have the same vision as me, so people who will apply themselves to the maximum to improve something that they are already prepared to do or already do something. My goal is to make them all compete. In terms of marketing this is my mission. Obviously there is nothing wrong with this but I can certainly not expect this attitude to convince the usual Mrs. Maria who barely manages to make a decent squat and to whom the only race that interests her is to get to the top of the stairs with envelopes of spending.
Some might say that at the end of Mrs Maria does not care about anything but if before starting with her adventure of the Box did not make a careful analysis of the territory it is likely that the only “competitors” or “self-motivated” are not enough to comply to the accounts of his Box. All this to say that before any action is taken it is always useful to try to understand to what extent it is the right time and the right place and what are the real prospects of filling a Box.
All this is called positioning, or the awareness of the type of people I want in my Box. There are no right or wrong reasons, no right or wrong models, but it is necessary to understand to what extent they are applicable so that their effects are positive on the business. One could decide to open a Box to train only Chinese men less than 140cm tall. Of course if the mission was to create competitors and is located in a village at 2500m in the mountains with 300 inhabitants, it will be difficult to find enough competitive and low Chinese to be able even to cover the minimum expenses incurred to keep the whole cabin alive.
At this point it is imperative to try to understand if our goals are achievable in the context in which we want to achieve them, or if they require some adjustment and / or compromise and only after starting to plan the opening of the Box. For those who already find a functioning Box it is necessary, alas, to review objectives and priorities and to ask whether these are actually coincident with the public we want to attract and above all and that specific territory can provide enough people of that type. For example, it will be necessary to lower the pitch a little from the point of view of the expectations you have about the people who frequent the Box in terms of performance because, simply, this is not their priority. It goes without saying that a good coach will be able to make his customers / athletes “love” the CrossFit, but if this does not happen it will be necessary to change.
Either you change strategy or change the type of people you are targeting. There are no other solutions, so the real question is not so much “why do I have few people in the box” but “what do I do to have more?”