Frank Thomas (Moderator)
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Starting a business with Reebok CrossFit (guest post)

Starting a business with Reebok CrossFit (guest post)

Reebok’s main purpose is to empower everyone to be fit for life. This idea is also embodied in Reebok’s partnership with CrossFit, which includes the opening of various CrossFit Boxes around the globe (‘CrossFit Box’ is how this sports’ gyms are called). Just today, one of these CrossFit Boxes opened in Nuremberg, close to the adidas Group’s headquarters in Germany.

Drake Sladky is the headcoach of Reebok Crossfit Nuremberg (RCFN) and thus, together with his wife Ginger among the people who tackled the opportunity to build a Reebok CrossFit business. The US citizens want to help to increase this sport’s popularity in Germany – because they are committed to the idea that CrossFit is far more than just a sport. During the last couple of months, they have been very busy preparing the opening of the Reebok CrossFit Box in Nuremberg. Ginger agreed to share some insights into what brought them to start such a business together with Reebok, what it took to make it all happen and what it finally feels like.

The ‘Sladky solution’ (guest post)

Drake and I were busy working on maintaining Landstuhl CrossFit in Landstuhl, Germany. However, we spoke frequently about future plans and our dream of opening up a CrossFit Box in Germany. We had just bought a house in Pfalzerland, so we believed our business would serve the Kaiserslautern/Ramstein communities.

Early in 2011, Drake decided to pursue an internship with CrossFit headquarters staff for professional development purposes and extra cash on the weekends. Right around the same time, he registered on Facebook and started inactively finding old friends. At this point, whenever he caught me on Facebook, he would still ridicule me for wasting time.

One of the members of headquarters staff recommended Drake for a position with Reebok CrossFit in Nuremberg. They were able to get in touch with him immediately via Facebook, whereas they reported having some difficulty with other folks they thought might be interested in the position.

Drake drove immediately to Nuremberg and sold Reebok on ‘The Sladky Family’ as their Reebok CrossFit Nuremberg solution. He put in his retirement papers, and hoped for the fall of 2011 as a retirement date, but didn’t have much faith he’d have anything in writing anytime soon. Drake didn’t have any kind of contract from Reebok, nor any idea how much was involved in gaining a work permit in Germany and starting a business. He had no idea how much money the family would have to put on the line in order to make their business dreams come true.

In record time, after calling a few folks he knew close to Washington, Drake received the retirement papers. It was a complete shock. He called Reebok immediately to make sure they were really serious about ‘giving’ us the gym.

Hiring the first ‘employee’

One of the CrossFit Box's highlights: a huge CrossFit graffiti

One of the CrossFit Box's highlights: a huge CrossFit graffiti

My mom then announced that, after two years of unemployment, she planned to finally accept a position – as our nanny. Economically, it was a relief – I could now devote more time to helping Drake with the fitness studio. Logistically, it was a nightmare. My mom had to sell her house, ship her automobile and a few household goods, and move in. We needed to find a house big enough to accommodate everyone. Now there was yet another person who needed to register residence with the town and pass a test to drive, who needed to have proper health insurance, needed a visa, needed to pass a test for German language competency, needed proof of employment, and needed an automobile that passed German specifications to drive.

As far as we knew, we had less than two months to make it happen.

Fortunately for us, the 1 July 2011 official opening date was delayed a little. My mom sold her house in Richmond, Virginia, shipped and received a massive minimization of her household goods, and, with a small change in tail light tint, managed to get her Hyundai through German inspection. We found and purchased a house in Nuremberg (nothing available to rent), and found a kindergarten (albeit 11km away) with an opening for our oldest son. We were all approved residency in Germany and Drake (finally) passed the German written driving test. We found a tax preparer, and are still slowly getting indoctrinated to all the (painful) intricacies of German bureaucracy.

Building a Reebok CrossFit community

The Reebok CrossFit Nuremberg community

The team started to build a CrossFit community right after their arrival

On the business side, Drake immediately started coaching adidas Group employees in Herzogenaurach, while helping with the search for a facility and equipment to properly fill it. We found an amazing partner in Justin Sprague to properly complete the RCFN dream team, and significantly assist with the growing workload. Drake, Justin and I built the Reebok CrossFit Nuremberg community, long before we had the actual building to house it. Facebook was absolutely invaluable as our community’s voice until our website came together sufficiently enough in order to capably assist. The facility has now come together, the equipment, the flooring, the electricity, the phone and the internet, and our beautiful community is chomping at the bit to get started.

We couldn’t be any happier about the way we’ve progressed and the position we are in right now. CrossFit was designed to grow slowly, through word-of-mouth, as a drop of water with endless ripples, first through families and close friends – never abandoning a mandatory core of trust and commitment, strength and support. We know CrossFit is more than just a sport – it’s a lifestyle representing a paradigm shift of health and wellness that will bring about a radical rewiring not only of body composition, but also of mental attitude.

Would CrossFit be inevitable in Germany without Reebok? We believe that it would. CrossFit sticks because it works. Drake, Justin and I have experienced the magic of CrossFit; we know that it is the only sport methodology that’s practically guaranteed to work. What I feel that Reebok does for CrossFit is to speed up its rate of saturation. Our challenge as Reebok CrossFit trainers is to ensure virtuosity. Technique first, consistency, then intensity – but, above all, virtuosity.

We can’t be more excited about being responsible for introducing CrossFit to Nuremberg and Germany. Nuremberg, CrossFit is here!

 

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  1. I would like to know why the adidas sanoma ( navy blue) doesn”t come in women’s and also, why it doesn’t come in men’s size 8-81/2..?????

  2. Frank Thomas (Moderator)
    March 2, 2012 12:32 pm

    Hi Jerves,

    as your question is not related to the topic of this post I’ll write you an email. We will need some more information in order to point you into the right direction.
    Thank you for your understanding.

    Best, Frank

  3. Congrats to you all and Justin! I guess I’m lucky enough to say that I graduated with him back in Iowa. Does this mean you won’t be back for our 10 year reunuion? ; )

  4. Brett Hiltscher
    May 28, 2012 3:00 pm

    Hello, Is this location still open? I am looking to join, but I don’t know where/how. Can you please advise?
    Thanks!
    Brett

  5. Frank Thomas (Moderator)
    May 29, 2012 11:04 am

    Hi Brett,

    yes, the Reebok Crossfit Box Nürnberg is of course still running. You will find all information as well as contact details here: http://www.crossfitreeboknuernberg.com/
    Best thing to do will probably be to just stop by and talk to the staff.

    Best,

    Frank

  6. Thanks, Frank!

    I went to the address on the website and the building looked just like the website with the Crossfit branding. However, the building appeared to be empty and not in use. Did it move locations?

    Thanks again,
    Brett

  7. Frank Thomas (Moderator)
    May 30, 2012 7:30 pm

    @Brett: No, they didn’t move. The adress is Lenkersheimer Strasse 10A
    90431 Nürnberg, Germany
    The entrance is a big red door. I can tell you: there is alot of life INSIDE the building :)

  8. Hi to you all,
    i just read this topic and i am so happy for you guys that the deal with reebok worked out.Congrats! We would like to establish an Reebok Crossfit box in Hamburg.
    Could you be so kind and tell me if you guys got any tips and contact-informations for us to help us. That would be awesome. Thx for your time…
    Best Regards,
    Bernhard

  9. Frank Thomas (Moderator)
    December 12, 2012 1:51 pm

    Hi Bernhard,

    thank you very much for reaching out. We appreciate your interest and your aim to open a CrossFit Box in Hamburg and are keen on hearing what you have planned so far.

    We will get in touch with you directly via email.

    All the best, Frank