Belinda and Matt Batty took over Crossfit 4017 in it's fourth year of operation. Belinda has had over 20 years experience in running gymnastics facilities at an elite level and Matt has an extensive background in sales. After starting a family they decided that Belinda didn't want to work full time in order to have a balanced family/work life. They had started investigating opening an affiliate prior to joining Crossfit 4017. So when they were approached by the previous owners to take over the business, after some consideration they decided that the opportunity had presented itself for a reason and they bit the bullet and decided to take it over.
The issue they were faced with upon taking over the business was aging equipment. There were a lot of broken bumper plates and they were in need of quality equipment at the right price. They were also looking to standardise all their equipment with one manufacturer and they felt that bumper plates was the obvious place to start.
They researched multiple manufactures and also went to a lot of other gyms and found that they all had one thing in common – broken bumper plates!
From this they realised that they needed to find the manufacturer that had the best chance of lasting and could offer them something more than just a good price.
It was at this point they came across the Again Faster Bumper Trade in Program. A program that allows them to trade in any brand of bumpers for a discount on new ones. Knowing they initially had a lot of plates to replace and they would be needing to replace more in the future they endeavored to develop a relationship with Again Faster.
Having just taken over the affiliate, they weren't just looking for a manufacturer that could supply them with equipment, they were looking for someone who would go that step further and help guide them along the way.
Belinda and Matt found the quality of communication from other manufacturers to be good but Again Faster went above and beyond to build a relationship with them as customers and give the time needed to have conversations on a strategic level.
The value of this relationship was highlighted when Belinda and Matt spoke with the biggest American CrossFit supplier and were dismissed and not helped at all.
In the first three months of owning Crossfit 4017, they spent a lot of time asking questions and leveraging the knowledge and expertise of the Again Faster team to help them with the aspects of the business they knew they lacked the knowledge of. They asked both basic and complex questions, anything from "how do you clean a barbell" to "what is the difference between the rubber in the Virgin bumper plates and the CAMO V2 bumpers".
They found the Again Faster team were willing to give the time to answer any questions they asked and were even willing to answer questions beyond just equipment.
One of the goals Belinda and Matt had for the gym was to reduce noise, specifically metal on metal noise. When they came across the CAMO 'crumb' V2 bumpers, they knew that had found a solution. They are quieter when being dumped and they are also longer lasting. Additionally from a marketing perspective, the colouring was important to them. It not only looks good in images and when used in the gym but it also differentiates them. So it was from here they decided to not only choose Again Faster as their manufacturer but also join the Banner Partner program.
Joining the Again Faster Banner program was an opportunity Belinda and Matt saw to leverage themselves in what is a rather unregulated market. To them partnering with Again Faster is a way to simulate the minds of the people who walk through the door that they are affiliated with the right people in order to deliver a high quality CrossFit experience.
Belinda and Matt started to realise that aging equipment was no longer an issue when they had people walking into the gym and saying things like
"WOW this looks like a real Crossfit gym"
"How long have you guys been here for"
"This set up is fantastic".
It was from here they realised they could leverage the Again Faster brand to bring people in the door. They put this down to a consistency in branding and how it aids their presentation of the facility during their walk through tours with new members.
Solving the issue of aging equipment has resulted in exponential business growth. They have been able leverage a reputable manufacturer to their advantage. The longevity of the equipment has also helped solve their problem.
Having good quality and reliable equipment has meant that they are able to keep their members training at their best.
They also invested in rebranding the business, producing video content and other marketing activities but believe a significant factor of their growth was their investment in Again Faster Gear. Having more equipment also allows them to cater to their growing class sizes.