Getting Open: CrossFit Fenway, Part 2

By Steve Rast and J.T. Scott

In Affiliation, Videos

January 20, 2010

Video Article

Patrick Cummings of Again Faster stopped by CrossFit Fenway for its grand opening on Dec. 12 and talked to the co-owners about their approach to opening a new box.

Some affiliates have found success by starting small, purchasing limited equipment and training out of a garage or park. CrossFit Fenway is taking a different route and going all-in right off the bat. Their strategy is to offer top-notch training in a top-notch facility, which they believe will create the business they need to justify the initial investment.

With the facility in place courtesy of J.T. Scott and Steve Rast, trainers Eric Siegel and Stacey Kroon are free to focus on coaching athletes in a fully outfitted facility with few limitations.

Rast also goes over some of the serendipitous grassroots marketing that’s accompanied the CrossFit Fenway window banners that serve as almost all of the box’s official advertising.

Video by Again Faster.

7min 0sec

Additional reading: Garage Gym II: The Revolution by Greg Glassman, published July 1, 2005.



8 Comments on “Getting Open: CrossFit Fenway, Part 2”


wrote …

great video, I for one would love to hear in more detail all the little details that Steve was talking about toward the end of Part II. The facility looks amazing, and over 1000 hits on the website a day with no advertising, congrats! I'll bet you guys have that space filled to capacity within 2 months.


Richard Borgatti wrote …

Awesome Video, Awesome Gym!
Definitely go visit and get a killer workout in!
It's so cool being in a CFJ Video!
(I'm the bald guy doing a Modified "Jackie" row/thruster/KB swing)


wrote …

What a great box in an amazing location. Congratulations

What was your capital expense on the equipment?
What vendors did you use for the different pieces of equipment?
Do you use a software program for keeping track of clients?
What did you do about flooring?

Thank you!


wrote …

Richard, great questions, you must be looking to open up the way we did. You can always email me directly at with any questions you may have, but in the meantime I'll address your questions here for all to see. We used Again Faster exclusively for our gear. Jon and Sam are extremely competitive at earning your business, and put together superior quotes (aside from the pull-up and ring structure, all our gear came from them for under twenty grand). Additionally, You can always get a hold of them for any questions you may have, which is seldom the case when dealing with other, larger distributors. We will continue to go through them as we grow and order more. Flooring is Horse Stall Mats that we got at a local farm co-op, I rented a truck, picked it up and hauled it all in by hand. Way less expensive to do it that way. Used a sawzall to cut the pieces to spec. For software, we chose Zen Planner, which is a winner. Super-easy interface, good billing relationships, great ease of use for our members etc. I see you work in Commercial Real Estate in South Florida, maybe we'll see you at the affiliate gathering?


wrote …

Especially for new box owners, I highly suggest laying out your space with a CAD system on your own to get a feel for the space. Square footage will give you a general sense, but the way it is laid out makes a huge difference. I know 1,200 sq ft boxes that seem huge and 5,000 sq ft boxes that seem cramped.

Google Sketchup is a free download, and after some tutorials you'll be laying out space in no time. An added bonus with Sketchup is that you can import models (Concept 2 rowers, weight racks, and people) so you can imagine the space as it would look with equipment. This helps plan storage and space between racks, etc.

I also exported pics to my iphone so I could explain to contractors who couldn't see why we were doing things a certain way. It also gives you a hard copy VISION of what you are setting out to accomplish, and it allows people to give you meaningful input.

I used it for our box (CrossFit SS) and am laying out a new prospective space. Ironically, we've found a smaller space that will actually perform much larger (4,100 from 5,300) due to the layout and being creative with pullup structures and the use of outside space.

I would not have known this unless I had it modeled in 3D.


wrote …

Great video. Both of these guys seem really smart business men and very eloquent speakers. Best of luck with your box.


wrote …

Great video. Both of these guys seem really smart business men and very eloquent speakers. Best of luck with your box.



Thanks for the awesome 3D modelling tip! SketchUp works a treat. Nice one.

To the Fenway guys - cool looking gym!

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