Guerrilla Fitness

Clock Whores…

Clock Whores

 

We first started doing CrossFit back in late 2004 and affiliated in early 2005. The single greatest innovation the program advocated was the time clock. The clock measures what each specific workout is and creates a unique performance data point. I introduced the concept to my clients to help them shift perspective on training. The paradigm shift was profound, and resulted in shifting the training from not just working hard; we were working very hard, and being able to measure their specific performance in every workout. Before I was introduced to CrossFit we were doing functional movement that was constantly varied. The workouts we were doing were intense in the sense of a lot of work done but adding the clock added a new dimension to our training. I think of it at as a person following a moral code before they were introduced to the theory behind it. The concept of timing all the training shifted the concept to performance measurement as the means for getting results. The results from changing to actual performance metrics in every workout were and are fantastic. The change in view point resulted in people changing focus from narcissistic superficial appearance based fitness goals to a performance-based "How much can I do" model of training. The results are a stronger motivation to train and surpass superficial promises in the typical gym brochure. People began to focus away from judging people's fitness on their appearance and replaced it with a real measure of fitness, actual physical output. The focus has become more centered on how much weight, how far, how fast and the results have been astounding. All of the superficial goals are being achieved by having legitimate performance benchmarks to strive for.

 

The essence of the time clock as a performance measurement is to have exercises with ranges of motion standards, specific weights and repetitions so the performance can be measured and repeated again to track progress. The idea is to measure overall work capacity in specific repeatable measurable terms. (The scientific method) The program itself attracts people who are by their very nature competitive and like to see things done in real terms. The typical "I feel better" is replaced with "I am performing better" and as a result, "I am happy with my training." A person being able to deadlift more or run faster or do more pull-ups help people to self-actualize their performance in terms of best effort yesterday versus best effort today. The idea of personal best and competing specifically with yourself is the essence and core of HyperFit USA's application of CrossFit philosophy in our training.

 

The dark side of the clock

 

Over the years of doing CrossFit style training and scoring the workouts some strange idiosyncrasies have come to light. The unfortunate aspect of human psychology is we tend to compare ourselves to others. Sibling rivalries for parental attention, co-worker pay raises and who has the better car are all typical societal measures of one ups man ship. The nature of our classes and the clock ticking off in the background leads to some unfortunate behaviors which run contrary to good health and training. The basis of our training is group classes. Group classes begin with a structured warm up, equipment set up, skill set with an expectation of ROM and technique expectations and finally the WOD (Workout of the Day). The WOD is begun with what has become a staple in the CrossFit training communities a: 3, 2, 1 GO and people begin the workout. The workout is where the magic and some of the horror begins.

The upside of doing group classes is a camaraderie, the intensity and general communal feeling that comes from group suffering/successes. The bond between people because of mutual respect for toughing out a hard workout develops friendships that go far beyond the normal saying "Hi" at the globogym. People find that they have a lot more in common with the people in the classes than they do with many of their professional peers. The community of people created as a result of the training goes far beyond the normal gym.

 

The downside of doing classes and having public performance measurement can cause people to feel pressure to perform in ways that borders on obsession. It is healthy to be competitive and want to have someone that will push us to bring out our best. It is unhealthy to derive one's self image from how we stack up relative to others. That sounds all well and good and is really symptomatic of "mine is bigger" western society. How does this behavior manifest itself in something as simple as a gym? Our very nature as human beings pushes us to measure score and evaluate our success in terms of other people. Over the years we have had several members that were so competitive with others that they would skip repetitions, cut range of motion short, or in the worst case I can think of they actually lied about their score. I am going to use a derogatory term in the hopes that it will catch on and hopefully prevent people from undermining their own training: Clock Whores.

 

Definition of a Clock Whore: Person who is so obsessed with beating the clock/others that they will prostitute themselves and sacrifice important and vital components of training such as range of motion, repetitions or other performance metrics for a "better" time.

 

These people actually miss the whole point of the training. The point of physical fitness training, from my perspective, is to improve oneself both physically and mentally, not necessarily in that order. The people who have taken the time clock or score beyond the extreme and compromised range of motion, number of repetitions, etcetera are doing so at the expense of the utility of the training. If someone judges their performance solely based on their status relative to others it reflects a distinct lack of self esteem. The idea of the style training is to develop self-esteem to increase capacities in many, many different modalities. A person who compromises training in order to beat others harms their self esteem. People know inherently when they are doing something wrong and there is a price to pay when they go against what they know is right.

 

Spotting Clock Whores: I imagine it is the same a proctoring an exam – The person who is constantly looking for the instructor is suspect. Another suspect behavior is always partnering with the same person when they score their workout. If some only does a full range of motion when the instructor is looking, then they are suspect. These behaviors are not hard and fast. On more than one occasion I have been called out by my instructors, rightly so, for ROM violation because I was exhausted. (The call outs are done with much joy and aplomb.)We all have issues when we get tired, it is part of the training. I have asked Tamer on more than several occasions what rep he was on because I had no idea where I was. The real difference is the consistent corner cutting. It takes time to become apparent, but when it is, it is like the giant elephant in the room no one acknowledges.

 

Why am I bringing this up?

 

A person's performance is PERSONAL! We want all of our members to improve, have perfect form, go faster, get stronger and get the results they want. The strict adherence to performance standards is the key to your success. The competitive environment should bring out the best in our natures, not be a showcase for our flaws. Occasionally, bad behaviors become apparent and harm the entire community. Members know when someone else is cutting corners or bragging about a performance they really didn't earn. If the chin doesn't get over the bar, then it doesn't count. Claiming a score on Fight Gone Bad or a Fran time that cannot be repeated when the camera is on is a clear identifier. It harms the integrity of the program as a whole.

 

We want people to keep records of results to help them track their progress, not to compare to others. We have opted against performance boards in the gym in favor of the forum and personal training logs on our web site. Our goal is the improvement over time based on your efforts in terms of mechanical efficiencies (better form), faster times (higher metabolic capacity) or an overall strength gain as well as the rest of the physiological markers and is the basis of training at HyperFit USA. The culture we have developed is to strive for perfect mechanics as well as fast performances. We stress perfect mechanics because bad or marginal repetitions contribute to chronic injuries over time. Part of perfect mechanics is developing full range of motion and correct biomechanical body alignment. Our clients often hear "and make the repetitions right" rather than going fast. Forcing a square peg into the round hole to get a faster time is like intentionally hitting your thumb with a hammer; you are tough and stupid, thanks Jeff Martone for that one! It does someone no good to work to get a fast Fran time at the expense of shoulders back or knee soreness (chronic injury).

 

We post videos and pictures on our web site so people may see what they are doing. The camera usually goes for really good stuff or really bad. In either case, let both be a lesson for personal improvement for each of our people. When someone is doing something right, be like them, when someone is doing something wrong, learn from them.

 

Striving for perfection is the journey along the only road you make worth traveling. There is no end, but the ride is great.

What it is all about…

We spend a lot of time thinking about and measure performance bench marks as the Holy Grail or the quest for fire or the search for Eldorado. People focus too much on elite performance, canonize people who are the on the leading edge of performance and as a result forget the vast majority people - The normal people. Albeit, it is cool to see people who really are going fast and moving well. The real strength of our program is what is does for new exercisers who come to us in what we affectionately call the "pre-conditioned" stage. Many people have never been athletic and have no idea what they are capable of with the right coaching and training.
 
Recently, one of our clients, Ben, showed me his new driver's license and his old one, the comparison was astounding.  I asked him to share his story; the following is from the email he sent me for a testimonial.

"Alright Doug I have been able to do one pull up for a couple of weeks now so here is my testimonial.

 I joined HyperFit USA in April of 2008. When I came in for my first intro session with Doug I thought I knew that I was out of shape and really wanted to do something about it. I made it all the way through the warm up before Doug made me sit down and drink some Gatorade. Apparently I had turned green and was staggering around like a drunk. And so began my experience with Doug, Mike, Miki, Patrick and all the great members of Hyperfit. This has been my first serious attempt "fitness" in my entire life. I am a recovering smoker and have always been pretty chunky. Since I have started going to classes three times a week I have lost 50 some odd pounds, have gone from a 40" waist to a 36", have gone from doing pushups on my knees to being able to do a bunch of real pushups, I just did the first pull up of my adult life and can dead lift more than 300 pounds. Needless to say I am beyond happy with the results that I have seen. I know that it is cliché but this has changed my life. I never thought that I could or would care so much about going to the "gym" this place is not a gym I don't know what to call it, maybe a gymnasium, a fitness facility, a elite training center. None of that really sums up what you get when you commit yourself to what happens in that building. You get your ass kicked and you love every minute of it. If I am having a bad day I know all I have to do is go work out and in that hour the crappiest day turns into something that I control and feel good about. It has only been six months and I cant wait to see what I can accomplish over the coming years.

 Sincerely

Ben Shores"

One of the most gratifying aspects of being a trainer is showing normal, everyday regular people they can make real progress and get real results. Ben's example shows of someone is committed to better health and fitness, they can get it. Rock on Ben!

Why Olympic Lift

Why Olympic Lift? Why snatch, clean and jerk?

Because we can!

We teach the Olympic lifts to regular, ordinary everyday people. Why? Our people will probably never lift in a meet, though I think it would be cool. Let's think about it: Think about training coordination. To execute any of the lifts, there a symphony of movement to lift a barbell rapidly enough to make it weightless where you can pull yourself under and catch it, then the strength to support it and then stand up with the weight. The development of power and speed is unarguable. For the non-uber athlete, why would you want to do that? The primary benefit to o-lifting is increasing overall strength. i.e. I can lift heavy shit. The lifts develop speed. i.e. I and lift heavy shit fast. (Prerequisite to the lifts) The lifts develop coordination. You can do the previous well if cannot develop coordination. The lifts develop balance. Catch a snatch and see what breaks down.

Olympic lifting is based in the central nervous system. The ability to fire the right motor units in the right pattern and right sequence are key to a successful lift. As we age, sit at a desk and generally stop moving, we lose the ability to move because we don't. The lifts teach movement. Whether you are lifting a PVC pipe or a PR attempt, you are training your body to move better and faster.

Better movement is the reason why we Olympic Lift.

Still No Contract, No Sales Pitch – Just Effective Training

HyperFit USA Membership Policy: If you want to join our training, schedule an appointment to test drive our training and if you decide that our training will help you reach your goals and you are willing to work as hard as we train, then you can join.

The process: We send you a link to the various training package options; you select the one that best suits you and sign up. If at any time you need to change or cancel or whatever, then you go to your PayPal account and cancel. It is that easy. Your membership is effectively revoked the day you cancel your membership so if you lose motivation, then draw the line yourself and quit.

The typical membership process at other gyms involve dazzling you with equipment and getting you to sign an iron-clad contract with full knowledge that you will rarely, if ever, use it. We let you sip the Kool-Aid so you can decide if it is right for you. If the first question out of your mouth asks how much it costs, then this is the wrong place for you. If you are looking for a do-it-yourself model of fitness, then this is the wrong place for you. If you want to train harder than you ever have, then this is the right place for you.

With us, we ask you if you have the mustard to train as hard as we do. If you answer yes, then you have to prove it. You prove it by doing it, working hard and being consistent. You don't prove it by talking about how you want to do this and how you want to do that; instead, you prove yourself by doing. There is a constant vetting process to be a member here. What you did last time, last year or in high school does not matter. What matters is right here, right now, and what you are doing NOW!

Everyone wants to "get in shape" or lose a few pounds or something else. Our people are not "woulda-coulda-shoulda" people. Our clients train hard right here and right now. They work hard day in and day out without making excuses. Our clients get results. The question is: are you one of those people?

We don't feel the need to make contracts necessary. If you are not serious about your training, then don't pay for a service you are not going to use.

Calling Tyler Durden…

"Sticking feathers up your butt doesn't make you a chicken." Tyler Durden

I recently had a conversation with a couple of CrossFit affiliates about training, coaching and running an affiliate. There is a universal fear that someone with a lot of money will come in, buy some equipment and start a new business, market the crap out of it and drive us mom and pops out of business. Generic fitness is no threat, except to anyone really wanting to be fit.

I was cleaning and organizing, prepping for a seminar for Hockey Coaches. I was moving some dumb bells while considering what to talk about, what is important for them to know. It occurred to me that anyone can buy a dumb bell, Concept 2, GHD, some bumper plates or whatever else and start training. So, why do people go to gyms at all? It is cheaper to purchase some equipment once than training with a professional. I guess there is the rub: what is a professional? The reason to train with a professional is for programming. Most movements we and the rest of the affiliates do are readily available at www.crossfit.com with some instruction too. Supply your own coaching and intensity.

Why do people pay for something they could do on their own? It is simple: they won't. Can people do what we do? No.

Most of my clients are some sort self starter in their own right. I would bet most people who come here would get some training on their own, probably be able to do most of the movements and get a decent workout. Something changes when you line a group of people up together and have them compete against the clock. Notice I said "the clock". The stop watch is who you are competing with. I digress.

We regularly run classes with 15-30 people depending on the time and what people's work schedules are doing. The reason people come to us is how we organize and deliver the training program. When people come in, they are organized, warmed up, equipped and then taught skills to do the workout. They do the WOD then they are warmed down - all of it in an hour and all without any need for creativity or thought. Each training session runs between $10 and $15 per training session depending on the package of training. Note: I said training session, not class.

How to do programming: The key and essential difference between us and what most everyone else does is programming. We run a seven day per week training program. It isn't a workout, it is a training program with clear objectives, standards and measurement. Think about how to create a systematic training program that generates work outs that are so broad and diverse we rarely repeat a workout. We usually repeat benchmarks so we know how effective the overall training program. It is an apples to apples comparison so you know if things are effective. There is only one measure of effectiveness that matters, performance. The crunchy and fleeting feeling of blissful nirvana after an 30 minute isometric contraction leaves people wanting, Pukie never let's anyone down. Again, I digress.

The programming challenges people to perform multiple exercises that are non-isolating at a level of intensity considered to be dangerous outside any circle that does not require high level fitness performance to be a part of their job description. (Professional athletes and warriors) There are many unsupported anecdotal and ignorant ideas floating around that just won't die. (Socialism, Communism, most isms and so forth) Anyone with half a brain will be leery of a fitness magazine touting a workout right next to the ad for the same workout. Or that might just be me. Good programming is not a fad, it is a life's work. Magazines are great sources of amusement, not training programs. (Why else would they dupe people into buy them by putting half naked she men on them)

So, how to get people into the said hard-charging and ever evolving program? Here is the hard part. We once allowed people to come to a class, try it and if they liked it, they could join. Doing it was like sipping from a fire hose. The dose is so intense that people never come back. You don't stick your toe in the lava to see if it is hot. I would run into people all the time who had tried a class and were so sore they couldn't walk for a week. (I think that shows exactly how ineffective what they were doing is)

It is hard to know the value of what we do without someone trying it. So let people try it? Why would someone pay $200 per month for a membership when the globogym down the street, literally, charges $40 per month? You get what you pay for. Programming and effectiveness is expensive and there is a professional involved.

Many different options of helping people step into the program are under consideration: private training first, one class free, one week free, an orientation class and so forth. It comes down to if the human being is made of the right stuff for what we do. The training is hard and will get people results. There is no doubt. We live in a society that seeks the latest gratification and band aide fix for most problems. Our program is not a quick fix. It is not a short term solution to those fat thighs. It comes down to one way of knowing if you belong in the program: You come back.

Our training program produces people who are strong, capable and skilled in many, many different aspects of fitness. There are a lot of high performing specialists out there, they are called insects. Specializing in one single area of fitness makes you weak in all others. On one extreme is the ultra endurance athlete. Here is a simple question: Do you want the ultra marathoner to have your back in a scrape? No. How about the super strong power lifter? He might be a help but he is too tired when he gets there. How about a balance between them? I think we all know the answer.

The only real requirement for being a part of HyperFit USA is to have the character and diligence to work hard to refine the things you are good at and open mindedness to work harder to overcome the things you suck at. How do you know you suck at something…you avoid it. At all costs. This is where we live, stamping out weakness. We address our personal discomforts full on and at full speed with eyes wide open. There is no beaming out of this one Scotty.

We use real words like "suck," "fat thighs," and "butt." We don't hide our mistakes, we revel in them. They show us how much further we have to go toward evolving. Stumbling is no reason for embarrassment, sitting your fat ass on the porch and making excuses is.

What does this all have to do with Tyler Durden? There is no budget, no advertising, no spin doctoring what will make up for a bad product. Putting a t-shirt on that says you are a trainer or calling a thing super-thin-your-ass-lift-your-chin and make you strong doesn't make it so. You can dress up a pig, it is still a pig. The question is: does your pig dance?

Working too much…

All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy. All work and no play makes Jack a dull boy.

I can't Sleep, The clowns will eat me….

I can't Sleep, The clowns will eat me….

I can't Sleep, The clowns will eat me….

I can't Sleep, The clowns will eat me….

I can't Sleep, The clowns will eat me….

I can't Sleep, The clowns will eat me….

I can't Sleep, The clowns will eat me….

I can't Sleep, The clowns will eat me….

I can't Sleep, The clowns will eat me….

I can't Sleep, The clowns will eat me….

I can't Sleep, The clowns will eat me….

I can't Sleep, The clowns will eat me….

I can't Sleep, The clowns will eat me….

I can't Sleep, The clowns will eat me….

I can't Sleep, The clowns will eat me….

I can't Sleep, The clowns will eat me….

 

Lies we want to believe…

The Illusion of Fitness: Lies We Want to Believe

 

The fitness industry is full of lies we want to believe. 

 

The promotion of old wives tales as fact is the cornerstone and hallmark of the typical product or supplement campaign: Using this just 10 minutes a day can give you flat abs, or taking this will help you lose 30 pounds in 30 days.

 

Affronting common sense, brilliant marketers leverage media to spin these yarns to a captive audience that wish they fit into their high school jeans and looked like the woman on the ab saucer. The seemingly too good to be true simply is, yet otherwise smart people are prone to buying into the hype and accepting these falsehoods as truth.

 

According to a report published by the Federal Trade Commission, Americans invest more than $30 billion a year in weight loss products and services. We spend hard-earned money on pills to make us thinner, contraptions to "tone and sculpt" and, in some well-intentioned instances, gym memberships to get fit. Lots and lots of money is being spent, while all the while, simple logic shows us that old-fashioned exercise that doesn't require a TV or juice bar, and a moderate diet, are the magic bullet we're seeking.

 

The power supporting the lies and gimmicks that are the foundation for a multi-million dollar industry: We, the general public, really want to believe the lies because we really don't want to work hard.

 

Since the industrial revolution, technology has pulled people from the fields and hard, manual labor and inserted them in to the office cubical. Innovation has impacted even the most minute manual chores: We move leaves with a blower instead of a rake and sit down to mow our often postage-size lawns. Technology has created an attention deficit populous who prefer sound bites to analysis and 60-second meals to home-cooked.

 

This "easy way" attitude has carried over into our own health and fitness. We look for ways to look like the cover of Vogue or GQ without the effort. We want to pop a pill or drink a "shake" and lose our love handles. We want to sit in front of the TV and squeeze, pull or crunch our rolls, flaps and jiggles away.

 

In our most ambitious moments, we let ourselves believe that fitness is accomplished in 30 minutes a day, 3 days a week, on the elliptical machine… in front of the TV. We embrace this minimum prescription for fitness, working as little as we have to, yet expect that taking the easy way will deliver real, measurable results.

 

The latest infomercial selling a product that burns fat, tones muscle and will make you popular sells a million units while a set of good old boring dumb bells sits in the closet or is used as a door stop.

 

The truth isn't marketing spin or hype: We have to work hard if we want to achieve the fitness we value and desire. We have to get off of the couch, pick up the dumb bells, move our bodies. We have to actually work as part of working out.

 

 

What is an effective workout? An effective workout increases your work capacity. Effective workouts increase you ability to lift, move and recover.   An effective workout is functional: The movements are multi-joint and multi planes of movement. 

 

Effective workouts – workouts that really will increase your fitness, help you drop fat and increase muscle -- are hard. You can't read the newspaper, talk on your cell phone or sit down in front of the TV and achieve an effective workout.

 

An effective workout is intense. It should result in some gasping for breath and significant burning in the muscles. An effective workout doesn't allow the time to be stationary long enough, or moving around so little, that you can read the newspaper or Shape magazine. You'll never feel like an effective workout was easy.

 

Anything worth accomplishing is not easy. In fact, anything of value is difficult to obtain. There's no easy way out, but it's worth the effort. Being fit is really hard work, but it will deliver the results you're seeking.

Some Funnies

I don't have time to workout.
Yes you do. A convenient characteristic of our training methods is incredible time efficiency. Our training sessions are scheduled for an hour to allow time for warming up, technique instruction, working out, skills practice, and cooling down. However, some of our clients are unusually pressed for time: in their cases, we are able to get them in and out within 25-30 minutes without sacrificing the quality or intensity of their training.


I'm embarrassed—I'm really out of shape.
Don't be. First of all, none of our members arrive at a level of fitness that would be considered exceptional by our high standards: they all had and—like all of us—still have plenty of room for improvement. And that's precisely the reason our members train with us: to improve.

Second, our members are part of a tight community in which encouragement and support of each other are intrinsic. Our best athletes routinely train alongside first-time members. All of us, from members to trainers, are here to help each other progress.


This isn't for me. I'm not an athlete. I just want to look and feel good.
The majority of our members aren't athletes: they simply want the best possible results in the least possible time. We train all of our members as if they were world-class athletes because this unequivocally produces superior results in all of us. Why train in a way that inherently limits your potential for success? Why restrict yourself to simply looking good when you can look better, feel better AND perform better?


It looks like you do a lot of squats. I've heard they're bad for you.
In the immortal words of Coach Greg Glassman, How do you get off the toilet? Not only is the squat foundational to athleticism, but even more importantly, it's foundational to functional independence. Squatting has developed a reputation of being unsafe because of the prevalence of atrocious form and severe inflexibility. Properly performed squats and related movements will fortify the knees, hips and back—not damage them—and help prevent injury in the future. Avoiding movements your body was engineered to perform is the best way to ensure injury and your body's failure to function properly for you. Our coaches spend a great deal of time teaching our members proper form in all movements and constantly monitor performance to ensure safety and optimal benefits.


I already have a gym membership.
We still encourage you to come train with us for a week absolutely free. When your current membership contract expires, you'll know whether or not you want to renew. And remember, we have NO contracts: our clients stay with us because they love what we do and see amazing results.


I don't want to lift weights because I want to be flexible.
Despite reams of proof to the contrary, the notion that strength and muscle development and flexibility are mutually exclusive is still common, particularly among dancers and other individuals who require extensive degrees of flexibility.

With proper stretching and training, it's remarkably easy to improve both strength and flexibility simultaneously; in fact, the two are often synergistic. We demand that movements be taken through the full and proper range of motion and that our members stretch regularly and appropriately.

Business Model and More…

Recently there has been a lot of discussion about business model on the affiliate site about open gym vs. classes vs. private training. I read, thought, read, thought and refrained from comment. Basically, it comes down on how to deliver customer service.

Our business relies on differentiation to be successful. So the more we resemble the "traditional" by a membership and don't come model the more it dilutes the potency of the training. The do it yourself training model of traditional fitness fails because it is at its core, boring. Going to the gym, getting on elliptical or treadmill for an hour of cardio takes the same level of discipline of a penitent monk whipping himself in self flagellation. It sucks. Then get off the gerbil machine and do a circuit of chest, biceps and quads all while worrying about the cardio junkie chick, who eats a carrot a day, thinks about your arms.

Include in the traditional sell the membership and worry about fitness later boiler plate contracts and that is the recipe for businesses that spend a large percentage of revenue on collections and little providing service. You have stiff cocktail for the latest "sales" pitch marketing campaign and low retention of clientele. All the things I want to avoid in my business.

Ok, in 20 plus years of high level training, CrossFit is the best GPP program I have seen. It is going to stay there since its very tenant and existence is assimilation of the best practices of all disciplines. (Is CrossFit the Borg of fitness?) So, if it works, we will copy it. So we stay the best! Simple. Mastering the ability to teach the movements is one component of creating a successful business doing CrossFit. It is the foundation of the business, it is not in dispute. Once someone has a foundation, then what?

The key of differentiation is the experience the customer has when they train. Recently, I was invited to a CEOs connect presentation there it the lead speaker was economist James H. Gilmore, coauthor of the Experience Economy. In a nut shell, as products are commoditized the differentiation of the product goes down the primary factor for purchase is price, the lowest price. To maintain competitive advantage in the market place and command premium prices, requires that not only product be good/great the experience in the value chain of delivery is a key (if not the key) factor in success in the market place. The fitness industry has commoditized itself to the point where only location and price really matter. The business is then driven to rent the space to as many people as possible with little or no thought about servicing or providing fitness. The salient factors of ease of access, good location, locker room amenities and non fitness related items are used to sell the product. (The three year membership)

The opposite of the commodity product is the niche, specialty product or service. It is something that requires special, not easily copied service or features that makes it special. Niche markets are the high margin/narrow focus markets. It is special. So, if it there is something we can do to make out values chain more special, unique and memorable then it is something we should consider for our business.

The Experience of Training: What we sell is the experience of elite training. What is the definition of elite training? Training that is extraordinary. Doing things that are outside the realm of "traditional" fitness and that are focused on a well educated consumer. The training is the primary differentiator of our offering. Beyond the training, what other things go into the experience? Our sales process is the next contributor to the customer experience. Our sales process is simple, direct and no bullshit. Come try a class, if you like it, go to the web site, buy the package that fits your needs, and sign up. No contract, no fine print no being locked in the office until you give me your credit card number. When you need to change your level of commitment or move or whatever, you go online and cancel.

There are more contributors to the experience: the feel of the place, the pictures on the wall, the demeanor of the staff, the lighting, the slogans on the t-shirts, in actuality, everything. Deciding what communicates what your belief system is up to you.

When someone walks into our Compound, we call it the compound to elicit the toughness, the rawness of real fitness. There are no mirrors or the fluffy things you can get from a gym a quarter mile away. People walk in and wonder what the hell we do. They fill out a waiver and we show them. We tell them they will either love it or hate it, either way is okay. We tell them to take it easy their first day and survive. We don't want luke warm experiences. When someone asked what it costs, we tell them to go online and sign up for the package that fits their needs. No sales pitch, no telling them that will look good naked after three weeks of training. Besides, if you tell people the results they get from doing CrossFit, who is going to believe you? People have to experience the results.

The next major experience item is the delivery of the training. After reviewing the new person's waiver, we do try not to kill anyone, and getting to know something about the person taking the class, I pair the newbie with a veteran to show them the ropes. It gives the new person a chance to get to know someone and begin bonding to the class. The mission is to get people to bond to the classmates, NOT the instructor. One major downside of having a strong charismatic class leader is that the size of the business is limited to the ability of personality of the leader. Customers need to bond to the class and business, not the personality. Personality is the biggest limiter in growth of the business. A strong class leader is a blessing and curse. The blessing is they draw people, then they aren't there the people go away; this is not a good business model. IMHO

During the first class, the newbie is encouraged to self pace and take it easy. Their mission during their first class is to decide if they like what we do. The people in the class doing extraordinary training is the major part of the experience a new person has. When a new person sees petite females doing unassisted pull ups next to a man who can't and everyone doing their best, cheering for the slow person and the family that are the classes, the experience is "I can do it!" It is a lot different than a step class where the person who is not getting the routine is ridiculed by the bitchy sorority style classes' common in globo gym. The team feel, camaraderie and communal suffering are what people coming back. The success of doing something the people never though they were capable of is a powerful stimulant.

After class, they get personal contact from the instructor and are warned about being sore. Part of the initiation to training is the soreness after their class. It is the common, "oh my god" experience that everyone has that forges a common bond. Everyone remembers their first class. The first class is the primary self selecting process. People either have the intestinal fortitude to train as hard as we do, or they don't. The sales process demands that people self commit, if you have the "sell" someone, they will not be truly committed and will fail early. We do not want to waste time watering weeds.

There are no contracts, initiation fees or fine print. What you are purchasing is the right to come to class and give your all. If you need to change or cancel, you can do it online anytime. Free people are responsible for their actions or inactions; it is the moral code of HyperFit USA to be responsible for yourself. Out business model reflects our most sacred beliefs. The reflection of our beliefs is part of the experience of training with us.