Are You The Fittest On Earth?


For those of you who don't know how the Crossfit Games works you need to check it out. One hundred thousand athletes around the world are preparing to take place in a workout this week that will continue for five weeks. Another reason why Crossfit is the greatest fitness brand of all time. And why Reebok have joined up with this movement.

The CrossFit Games is like the X-Factor search for to find the Fittest on Earth™. The marketing machine was working hard with Workout 15.1 getting announced with a live broadcast showcasing the current two best guys in a WORKOUT - OFF! Froning v Fraser sounds like a rumble in the jungle but is the Crossfit way of promoting the sport and creating the hype. This head to head contest shows the rest of the Open athletes what they will have to do before Monday night. An hour long broadcast done through the magic of You Tube with about 30k viewers watching live. At this stage all competitors are in a "Prove your fitness" stage.

Live Workout Announcement

How It Works?

For a $20 fee anyone over 14 years old can sing up. Stage one - the Open kicks off on the 26th February 2015 at 9pm PST. A battle that lasts for months but results in a prize of $250,000 and the title of the Fittest on Earth™. Can you handle the first workout? That's my plan for Saturday sorted.

The Workout 15.1

This continues for five weeks with workouts being broadcast live on Crossfit's site and YouTube for Crossfit affiliates and athletes around the world to view and compete in.

Crossfit will include demonstrations of the exercises from the current top athletes. They also include a scaled version for those unable to complete the main exercises. All this giving the ultimate in sport marketing - inclusion anyone can do it! They will also post the scores that the best athletes have obtained to give you a goal to work to.

The videos are released on a Thursday and you have until the Monday to submit your score. The live score board will let you see your ranking. Fanatics and enthusiasts will be waiting to see what they need to go through and start their quest. The Crossfit marketing machine has taken on learnings from Netflix and drip feeds people the content over five weeks. It's genius with videos branded and featuring the latest gym wear from Reebok. Of course ties in nicely to the launch of a new Reebok shoe.

Crossfit Open 15.1 Launch Video

Possibly the greatest social media and internet based sporting event of all time. Involving the whole world in a Crossfit olympic games. With it being open to everyone it gives a sense of inclusion rather than elitism. One of the tag lines being - fittest in and a scrolling box of options. Everyone who uses Crossfit to get fit is talking about it, a real sense of community created. Competitors will be uploading photos and videos over the next week through a series of hashtags - crowd sourced content for the people in Crossfit. That's code for free or earned media.

Why We Do It?

Once the open in complete the top athletes from each of the 17 regions qualify for the second stage of the competition—regionals. The regionals are live, three-day competitions that are held over three weekends in May. The top athletes from two or three regions combine, and compete for the five qualifying spots for the CrossFit Games.

The season culminates in the 2015 Reebok CrossFit Games in Carson, California. With the worlds top 40 men and 40 women battling out for the title of Fittest on Earth™ . This is one of the fastest growing sports on the planet. All helping to sell the uber brands Crossfit and Reebok.

Crossfit Games 2014 Documentary

That's my entry below and if you need me I'll be at D12Crossfit proving my fitness to ultimately myself but secretly I want to be in the top half of the world!


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Written By

Graham Kinsella

General Manager Lovin Group