CrossFit HQ to Launch Affiliate Programming and Development Service, CAP

CrossFit Affiliates gain access to CrossFit Affiliate Programming (CAP) starting on July 6, 2021.

On June 29, 2021, CrossFit Home Office announced the launch of CrossFit Affiliate Programming (CAP). According to CrossFit’s press release, the service will offer CrossFit affiliates access to “written materials, graphics, and more than 60 videos per month” starting on July 6, 2021. It will be free of charge to any interested affiliate until Dec. 31, 2021 and is optional. CAP was developed by CrossFit Games athletes and founders of the HAM Plan, Austin Malleolo, James Hobart, Spencer Hendel, and Travis Herbanek.

Malleolo, Hobart, and Hendel have 24 combined CrossFit Games appearances as both individual and team athletes. Hobart is a two-time CrossFit Games team champion (2015-16) with CrossFit Mayhem Freedom. Malleolo and Hendel were teammates on the team Reebok CrossFit One and earned fifth and 12th place finishes, respectively, in 2017 and 2018. Together, they have trained over 20,000 CrossFit coaches, and the programming they developed for the HAM Plan (a coaching service) will “accelerate the launch of CAP.”


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CrossFit Affiliate Programming

Here’s what affiliates can expect to get out of CAP:

  • Daily Class Plans — exclusive plans and coaching videos from CrossFit’s Seminar Staff.
  • At Home and Travel Workouts — available daily solely to affiliate members.
  • Pre-loading Into Leading Platforms — SugarWOD, more to be announced later.
  • CrossFit Team Member Access — dedicated support via email and phone.
  • Monthly Goals — focus areas and options to help members target their weaknesses.
  • Continuous Improvement — CAP intends to improve over time based on affiliate feedback.

Affiliates that opt into CAP will still be able to use their own programming or acquire programming elsewhere. CAP is an option that is available to affiliates, not a requirement.

According to CrossFit Owner and CEO Eric Roza, “The coached workout is the most important and differentiated aspect of CrossFit.” Roza asserted that implementing CAP will allow affiliates to expand their community within CrossFit — all affiliates who use CAP will receive 20 hours of the same programming per month regardless of where they are located globally.

Additionally, with regards to coaching, Malleolo believes that better coaching leads to higher member satisfaction and retention:

“Because CAP is only available to CrossFit affiliates, it will help drive a continuous improvement in coaching quality across CrossFit gyms and serve as a significant differentiator for potential members in contrast to non-CrossFit facilities.”

Affiliate Programs

CAP is one of several affiliate-focused programs by CrossFit to launch as of late. The OnRamp program, which teaches anyone the basics of CrossFit from home in a 12-lesson self-paced course, recently entered its pilot phase. It is expected to expand in the US later in 2021 and become an additional means for affiliates to gain new members. Before OnRamp, CrossFit also took steps to improve its communication and feedback with affiliates through the Affiliate Representative Program, announced in June 2020. 

CrossFit affiliates who are interested in signing up for CAP can do so via CAP will rollout to affiliates in “good standing” on July 6, 2021, and expand to non-English languages at a to-be-determined date in the fourth quarter of 2021. Per CrossFit, “The price starting on Jan. 1, 2022, will be finalized and announced during the trial period, but it is expected to be $150 per month.”

Featured image: @amalleolo on Instagram