Kinnunen shifts gym focus in Varkaus after CrossFit fee hike

In Varkaus, Lotta Kinnunen has shifted her gym from CrossFit to functional training, a change implemented after she decided to relinquish the CrossFit license due to a significant increase in fees. The annual license fee surged to $4,500, nearly 1.5 times that of the previous year. Kinnunen explained that by dropping the license, she continued to offer similar workouts but under a different name.

The rise in fees, introduced by the American company that owns the CrossFit brand, surprised Kinnunen, especially since there were no added benefits or quality control measures in return. While the brand itself is known and valuable, she noted that using the name “CrossFit” may deter potential customers due to its reputation for intense training, which contrasts with her primary clientele—average women aged 30 to 50 seeking health-oriented workouts.

Despite her concerns, Kinnunen reported that the name change has not affected customer numbers. Meanwhile, other entrepreneurs like Henri Heiskanen, who runs a CrossFit gym in Joensuu, continue to pay the hefty fees citing the brand’s appeal. Heiskanen recently opened a second location and is aware that the license fees constitute a small percentage of his revenue; he believes that having the CrossFit name can attract enough new members to justify the expense.

Overall, while some gym owners are opting out of the CrossFit brand due to rising costs, many still find value in maintaining the association for business growth.