CrossFit Movida Doubled Members and Doubled Revenue — Post-COVID

Sam Laing runs CrossFit Movida. With LeadsNow his box doubled in members and doubled in revenue, recording the biggest month the gym has ever had — and crucially, that came post-COVID, when most boxes were still trying to claw back to baseline. Doubling a CrossFit box’s member count and revenue inside a marketing engagement is a generational result for a community-based business.

The situation

Post-COVID, every box owner has had the same experience: a member base shaken by lockdowns, a competitive market that’s tightened up, and a feeling that the “old” growth playbook no longer works. Doubling isn’t done with a Facebook boost. It needs a different system entirely.

What we did

1. High-ticket CrossFit funnel

An offer architecture engineered for the CrossFit buyer — paid kickstarter, qualified intro, full membership bridge — not a $9 trial that attracts the wrong tribe.

2. AI qualification tuned to community fit

CrossFit’s value is the community. We tuned qualification to filter for buyers who would stick — long-term members, not 4-week churns.

3. Always-on Meta and Google acquisition

Paid acquisition running consistently, optimised against signed members, with creative that spoke the language of the CrossFit buyer rather than generic “get fit” copy.

4. Show-rate and sales-script work

SMS, email and AI-voice reminders to lift show rate; direct work with Sam’s team on the intro-to-sign conversion.

The results

Doubling members and doubling revenue means the maths is now totally different. If the box was at $X/month before, it’s at $2X/month after — with the same square metres, the same coach team, the same lease. The marginal revenue is almost pure margin. And the biggest month ever happened post-COVID, when the industry was supposedly impossible.

Client quote

“Doubled in members, doubled in revenue. Biggest month we’ve ever had — and that’s post-COVID.” — Sam Laing, CrossFit Movida

Takeaway for CrossFit box owners

The post-COVID market rewards operators who run a real marketing system and punishes those who rely on word-of-mouth. Doubling a box isn’t done with referrals — it’s done with paid acquisition, qualification, show-rate engineering and a high-ticket offer. The box willing to actually run that stack will out-grow every box in the suburb still hoping for foot traffic.

If you run a box and you want to see what doubling looks like in your numbers, see our high-ticket gym playbook or book a 45-minute strategy session.