CrossFit’s extremely lucrative business plan is also deceptively simple

“I don’t understand CrossFit’s business plan,” my middle-aged friend said, looking up from the floor where he lay next to a barbell, panting in a pool of his own sweat. Like many of the former athletes, weekend warriors and get-in-shape hopefuls who have flooded to this cult-like fitness program, my friend was caught up in the hype but still unsure how and why he was paying ten times the cost of a traditional gym.

He’s hardly alone. As some of the “fittest people on...

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