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2019, vol. 9, iss. 2, pp. 69-76
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The analysis of the market position and marketing potentials of crossfit
Analiza pozicije i marketinških potencijala CrossFit programa
Metropolitan University, Belgrade + University 'Union - Nikola Tesla', Belgrade
email: nesaperic@gmail.com
Abstract
CrossFit is recognized as one of the fastest growing training programs in the World. Due to its width of scope and essentially simple applicability, it has registered a large number of practitioners and clubs practicing it worldwide in the last ten years. Its simple and understandable concept has made it possible to create a large social capital - a large number of practitioners, instructors and clubs, which are also a part of the program promotion (word-of-mouth). In addition to becoming a category in itself, CrossFit has grown into a distinct culture, and the foundations of this program are its functionality and people’s need to exercise and live a healthy life. Due to the number of people practicing this program, the 5-digit number of CrossFit clubs worldwide and its large and continuous media presence, it can be said that CrossFit has become a constantly evolving global sports movement with a huge marketing potential. CrossFit is one of the best examples that simple things and ideas are usually the most effective in any branch, including the sports industry.
Sažetak
CrossFit je prepoznat kao jedan od najbrže rastuc'ih programa treninga na svetu. Usled svoje nezahtevnosti, širine obuhvata i suštinski jednostavne primenljivosti u prethodnih desetak godina je registrovan veliki broj vežbača i klubova koji ga praktikuju širom sveta. Njegov jednostavan i razumljiv koncept je omogućio stvaranje velikog socijalnog kapitala - velikog broja vežbača, instruktora i klubova koji su, takođe, vid promocije programa. Pored toga što je postao kategorija za sebe, CrossFit je izrastao i u posebnu kulturu, a temelji ovog programa su funkcionalnost i potreba ljudi za vežbanjem i zdravim životom. Usled broja ljudi koji praktikuju ovaj program, petocifrenog broja CrossFit klubova širom sveta i njegove velike i kontinuirane medijske prisutnosti, može se reći da je CrossFit postao globalni sportski pokret koji se konstantno razvija i ima ogroman marketinški potencijal.CrossFit je jedan od najboljih primera da su jednostavne stvari i ideje obično i najdelotvornije u bilo kojoj grani, pa tako i sportskoj industriji.
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