Hardware Retailing

SEP 2017

Hardware Retailing magazine is the pre-eminent how-to management magazine for small business owners and managers in the home improvement retailing industry.

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September 2017 | HARDWARE RETAILING 85 85 September 2017 | HARDWARE RETAILING Build a Better Relationship With Your Customers by Strengthening Your Story H ave you ever heard of CrossFit ® ? With more than 7,000 gyms in the U.S. and 13,000 worldwide, you probably know at least one person who participates in this group-focused fitness method, which has attracted a massive following of loyal members and has become an official sport. These athletes, called CrossFitters, are very vocal about how workouts are challenging, effective and best completed as a group, so, even if you don't belong to the CrossFit community, you can quickly recognize that CrossFitters are loyal fans and cheerleaders for this brand. Every one of these 13,000 gyms, or boxes according to CrossFit terminology, is unique. The staff at each box is licensed to train members using the CrossFit method, but that's where the similarities end. Boxes are independently owned and run by different people in different towns with different customers, giving these businesses an opportunity to brand themselves to fit in with their communities.

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