It’s going to take the foundation that we established in 2019, and it’s going to layer on top of that. One of the important parts of our media strategy last year, was that it would be an inclusive and not exclusive media plan. What we ended doing previously was self-producing all of the content.
The effect of that was that many people who were outside, there were third parties like yourself and others, didn’t have an opportunity to have the most select coverage.
Instead CrossFit was responsible for producing every highlight, producing every documentary, producing every behind the scenes interview, and self-funding all of those things as well. Also creating a pretty narrow perspective on the entire sport.
I think it was good, it was entertaining. Our fans really enjoyed that, and we did it for a while. It wasn’t a mistake. It was something we did for a long period.
Now especially with more than half of the affiliates that do CrossFit being outside of the United States…for the first 11 years that I’ve worked here — 10 years that I’ve worked for CrossFit — we only transmitted CrossFit Games in one language — English.
In just one year by changing our focus from being English-only, everything in one place, and inviting other people to participate — not just other English commentary like yourself and others.
But through allowing and in fact encouraging and inviting others to come take CrossFit’s World Feed — which we still produce in CrossFit funds — and then bringing the [indecipherable 21:32] out to others so that they can add their own French, Italian, German, Brazilian, Portuguese, Spanish commentary and be able to serve that content not just on our platforms but on your platforms.
So, you can have the CrossFit Games Official World Feed with graphics and scoring and timing on your page for your audience and serve it in a way that makes more sense. It’s a really interesting — and I think something that we’re very proud of — policy going forward.
The near-term correction is that you go, “Hey, it was nice when everything was in one place under one umbrella.” What I think people miss was it was feel like if you want to watch in English, I challenge people to go back and watch the CrossFit Games coverage in 2018 digitally and watch the 2019 CrossFit Games coverage digitally.
If you go to Rogue Fitness — for benefit of Rogue and most — they did a terrific job. What they did is they added commentary to their CrossFit Games World Feed and they [indecipherable 22:32] . What you don’t see behind that is what was happening in Brazil, what was happening in other places in the world with other languages.
To go from one language to a dozen languages in a year is a big improvement. I think that only continues to compound the effects of the national champions having direct qualification.
You’re having instead of nine events like we ran in 2018, we’re now having 28 events this year — many of those around the world — and restoring official CrossFit competition to regions of the world we had to retreat from.
It’s a really positive a step. In all of these you can see it merges into the same philosophy which is creating opportunities for others to participate, CrossFit will do a core set of things. There’s many other things that the community brings and other outlets bring to shape it, especially the media coverage.
The competition floor is going to be a sacred holding, we’re going to do a great job that takes place on the competition floor and to lay claim to crown of the fittest man and fittest woman on Earth. The spectator experience will control a lot at our event and, many other people with their events around the world will create their own spectator experiences and they’ll create their own programming.
Then, media outlets again will take that same thing and they’ll cover the sport from different angles. What’s neat with CrossFit pulling back from some of those things, other people have stepped into that vacuum, and they’ve presented multiple different offerings.
The near-term consequence of that is some confusion about where do I go to get my particular type of content? That will normalize over time, as different outlets choose what their angle will be and they try to do that well including in different languages and with different audiences.
It’ll take some time to correct that, but we’re already seeing there’s not as big of a draw, as people were concerned with. Heber and Marston produced a documentary that’s going to be really entertaining for people for this year. They’re great storytellers and they’ve taken the 2018 season.
For people that were concerned that I’m not going to have that entertainment content, CrossFit will not produce it, but it will be available. Other people stepped into that vacuum — for their own benefit — and they’ve done a terrific job and they’re good storytellers. A lot of people will be interested in that.
It’s just creating more opportunities for other people to participate in this and that’s going to ultimately give the whole thing more air to breathe and opportunity to succeed.