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Pursuit of Excellence With Greg Glassman by Greg Glassman - CrossFit Journal
Video Article

“I can tell you what it is that makes you successful in business, more specifically as a CrossFit affiliate,” CrossFit founder and CEO Greg Glassman says. “It’s the blind and relentless constant pursuit of excellence.”

At the 2011 Summer Affiliate Gathering recently held in Big Sky, Mont., Coach Glassman addressed the assembled affiliates.

He said the driving force of each affiliate should be trying to make it better, not trying to make more money. From what he has seen of the affiliates, marketing improves a business but not its product or service. The clients are the successful marketers.

“They define themselves by their association with you,” he says.

Glassman continues: “Affiliates make people better. What you do becomes endearing—they love you for it. But something else happens, and then it becomes enduring.”

Financial success comes later of its own accord if you’ve focused first on quality.

“You don’t have to worry about money because you can keep pursuing excellence,” Glassman says. “You are the brand.”

Coach’s role, he says, “is to support that brand.”

9min 5sec

Additional audio: CrossFit Radio Episode 101 by Justin Judkins, published Jan. 6, 2010.

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24 Comments on “Pursuit of Excellence With Greg Glassman”


wrote …

Love this and couldn't agree more.

Thanks Coach.


wrote …

Thank you, Coach Glassman.


wrote …

This is why I love CrossFit.
"Be Better Than Yesterday"
Thank You CrossFit


wrote …

It's amazing how this branding happens naturally. When I started doing Crossfit, I began defining myself by it. Coach has summed this up brilliantly.


Chris Sinagoga wrote …

Go to the Exercises & Demos section on the main site and check out his video series called Opportunities (parts 1-3). He has covered this before.

I believe this message completely. Thanks Coach for sharing and please keep the lecture clips coming. These are extremely motivating.


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wrote …

Coach is a genius and I love hearing what he has to say, but I am not sure I agree on the marketing side of things. I don't see the problem with marketing and bringing in more people to a box, why not try and share your affiliates "excellence" with more people. It doesn't mean you love your clients less, you are just sharing the wealth so to speak.

Or am I misunderstanding the message he is delivering?


wrote …

Great message! The consummate payoff is helping another improve the quality of their life. CrossFit has improved mine. Thank you


wrote …

So true. Well said Coach!


wrote …

Brilliant. I know I have personally experienced the endearing/enduring/defining progression with CF, and what an insightful way for Coach to explain the way to true business success. And I could not agree more with Coach's overall point that if you focus solely and relentlessly on making your product or service better, then everything else (money, recognition, etc.) will follow.


Jeff Barnett wrote …

Masterfully communicated. I particularly liked the definition of marketing (Things that bring you business but don't improve your product) and emphasis on processes only as much as they facilitate the drive towards an excellent product. We are currently expanding our processes at my affiliate, and our drive has been just that: Get our trainers spending less time on things that don't matter (writing receipts, updating spreadsheets, etc) and more time on things that do matter (self-education, talking with athletes, networking with other trainers and professionals). Very nice to hear eloquently stated theory on what has felt right from the very beginning. Thanks, Coach.


Gerard Mcauliffe wrote …

I love listening to Coach Glassman. He is so inciteful and intelligent.
'The pursuit of excellence' That's getting painted high up on my Affiliate wall.


wrote …

Love Crossfit. Does the Crossfit brand define me? No.


wrote …

I believe. And after a year of opening our box, everything that Coach has said in this video, and all the rest, have come true. Thank you Coach and thank you to the CrossFit community for giving me the opportunity to change lives for the better.


wrote …

Amazing. Always love hearing coach.


wrote …

Good stuff coach, now I'm going to get off my computer to vacuum and clean the bathroom.


wrote …

great video, wish I could have seen it in person. Cant wait till next years affiliate gathering


What an amazing way you have with words coach! Awesome presentation!

Thanks and yeah hopefully I can get to a gathering in the future... i better start charging my clients ;-)


wrote …

Absolutely love it. I'm honored to be a part of this community.


wrote …

Brilliant job Coach.


Keith Wittenstein wrote …

Coach you are a continuous source of inspiration and guidance. Thank you.


Cameron Cassidy wrote …

I'm proud to be a CrossFit affiliate, can't thank you enough coach.


Frank DiMeo wrote …

Thanks Coach! We have been an affiliate for 7 years now, and still love it!
Everyday I look forward go going to "work" at my gym.


wrote …

I'd like to get into CrossFit but the pricing for joining a box is prohibitive. Would be nice if affiliates had some sort of introductory offer beyond the one free "come check us out" workout session. The pricing seems to be, on average, $100.00 or more per month. Then there are additional costs if you want "one on one" guidance or training. Perhaps one day if I reach the upper middle class I can afford to be sweaty and stinky a few times a week with other CrossFitters but until then I shall find a more cost appropriate alternative.

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