Should you still affiliate with CrossFit?

What’s up Gym World?

A few weeks ago, we looked at HYROX affiliation. Today, many gym owners are asking themselves the same question about CrossFit: Is it still worth it?

For years, CrossFit provided incredible value for gyms. Putting the brand’s name on the sign meant instant interest, credibility, and a steady flow of people through the door. That helped gyms grow and gave new affiliates a strong head start.

But in recent years, the experience has changed for many owners. Leadership shifts, unclear direction, and mixed messages have left some feeling frustrated or disconnected from the CrossFit they started with. Others are wondering whether the affiliation still delivers meaningful value for their gym.

To get an honest look at this, we talked to Ben Bergeron. He built one of the most respected affiliates, taught at seminars, and coached top Games athletes.

Ben was in it from the very beginning, saw the highs, lived through the changes, and decided to leave CrossFit earlier this year. His insight gives a clear view of what affiliation really means for gyms now.

Here’s how he thinks about the decision. 👇

Get Clear on Your Gym’s Values

Affiliation can still offer credibility, community, and structure. But in recent years, some CrossFit decisions have left owners frustrated or disconnected from the brand they once trusted. That makes it even more important to ask: Does affiliation support your gym’s culture and values today, not just when it first opened?

During COVID in 2020, Ben noticed that some leadership decisions no longer matched the values he wanted for his gym. His non-negotiables were transparency, accountability, and creating a gym environment aligned with his principles.

Over the next few years, he carefully reflected on whether staying affiliated supported his culture, member experience, and staff standards. Ultimately, he found that the brand’s direction didn’t always reflect those priorities.

Ben’s experience shows how important it is to get clear on your values before committing to affiliation. Here are a few practical questions to guide the decision:

• Define the non-negotiable values for your gym

• Ask whether affiliation aligns with those values

• Evaluate if the affiliation will support or constrain the culture and experience you want to deliver

Member Experience Matters

CrossFit affiliation historically gave gyms access to programming, competitions, and a recognizable methodology. That was a huge advantage for growth. But in recent years, many owners have found these frameworks less flexible or less aligned with the needs of everyday members.

In Ben’s case, his gym originally focused heavily on CrossFit-style competition and Games athletes. While that approach brought prestige, it didn’t always support long-term retention for most members. Over time, he adjusted programming to better serve the broader membership:

• Every new member now completes three 1-on-1 sessions to help them feel supported and understand the programming

• Advanced gymnastics and ring skills are used less often in favor of movements that build strength, mobility, and overall fitness

• Programming is structured to be repeatable, clear, and accessible for everyday members

Maintaining Culture and Quality

Affiliation can provide guidance and structure, but in recent years, consistency across the brand has been an issue. Many owners feel that leadership and operational expectations no longer match the support they once relied on, leaving gyms to manage quality on their own.

To address this gap, Ben emphasized clear standards for coaches, including requiring that every affiliate have at least one certified coach who is observed teaching a class. He also highlighted culture, cleanliness, and processes as key factors in member and staff experience—areas where CrossFit’s guidance may not always be consistent today.

To keep culture and quality strong, Ben suggests owners consider:

• Whether the brand’s standards for coaching and operations meet their expectations

• What systems they would need to maintain culture and quality if affiliated

• How leadership and staff development can support their long-term vision

TL;DR: Making the Decision

CrossFit affiliation can still offer benefits like credibility, programming, and a built-in community. But leadership changes, unclear direction, and mixed messages in recent years have left many owners questioning whether the brand still delivers meaningful value.

Ben’s experience shows that there’s no simple yes or no answer. The right choice depends on how affiliation fits your gym’s values, your programming, and the culture you want to maintain.

Ask yourself:

• What does my gym stand for?

• Which values are non-negotiable for staff and members?

• Will affiliation support or limit those values?

• Are your systems, staff, and culture strong enough to take advantage of the affiliation?

Thinking through these questions can help you make a decision that works for your gym, not just follow what worked in the past.

For more insights from Ben and a closer look at his decision-making process, watch or listen to the full interview on Gym World.

‘til next week,

j