Matthew Souza (00:02):
Yellow, all sorts of reviews. Yeah, that’s right. There’s so much good content out there. What’s up you guys? Low man on the totem pole. Who is that? Who’s that singing? Is that you? Don? What’s up baby? What’s up you guys? Hope you’re doing well. Well, man on the totem pole gets pushed out. 11:00 AM Avon’s going to be on with Chase and Ingram. Chase and Ingram. Bill and Chase. So we’re going to rock it out a little bit earlier today. I got some cool stuff, little music. We’re just going to try this and see how it works out. A little intro song. Hopefully my voice goes over the top of it. Mike, is my mic not working? Does that work? Can you guys hear it? Wait, hold on. Maybe we could start the whole thing. There we go. There we go. Can you hear it now? Oh yeah, there it is. There it is. Shit. And you know what? I tried to get new internet. They sent my new modem and apparently it’s all choppy. I don’t know what the frick Frick. Don’t cuss in the first minute of this show. Okay, so now that we got the mic going, we got a little music going, little intro song. Oh man,
(01:22):
I love the
(01:25):
Chorus of this song. It just reminded me of a little private equity talk we’re going to have today. I’m still going to beat this drum hard. This is probably pretty much the only lane I’m in here, but we’re going to review Pedro’s show. He killed it. Did you guys see it? Did you guys see it? You should definitely go see it. I also have this one. This was like, no, that’s a bomb. Was it this one? And so we’re going to review Pedro’s show. We’re going to check it out. He absolutely crushed it. He dove right in. I was like, I started getting nervous. Did you guys watch that one live? He just went hard saxophone. And we talked about that last time. So yeah, so we’re going to review the show. We’re going to go through some of it. I didn’t have a ton of time to piece the whole thing out. Like I said, I could either push the show way later to the afternoon, but I decided to push it forward so I got some good clips from it. But if you guys haven’t watched the whole thing, please go check it out yourself. Go watch the whole interview. We’re going to dive right into it.
(02:31):
Okay, here we go. Su, do you know the timeline on Kill Taylor shirts? I do not. No. No. Rambler Go hard with the questions, dude. He jumped right into it. He jumped right into it. The first thing that I want to point out is I’m just going to bring this up here, get my screens together. Thank you for joining me, everybody too. I really hope the internet is okay. It’s showing one bar on my end, which sucks. I definitely got that new modem, which I hoped would my upload speed, but so far it’s looking like trash. Okay, this is strange to me. Just the whole thing with Dave is strange. Is he the only person doing media for the CrossFit games? It weirded me out when he wanted to do the day we can review. Makes sense? Because he wants to have his own voice. He gets to clarify some things that are happening out there. He gets to create his own narrative and most importantly, he gets to have a relationship with the community. I’m going to try this. Let’s see if I turn the wifi off and go straight connected in. I don’t think that changed anything.
(03:42):
But it’s good that he is trying to build a relationship with the community because there is no relationship with headquarters in the current CrossFit community. There’s just not the same back and forth. And what I mean by relationship is like we hear from Dave every single week. He addresses all the questions that come through, majority of the questions that come through. Essentially as a member of the community, I get to have access to ’em. I feel like if I type something into these comments or whatever that we’ll hear from Dave, we will hear his opinion and he’ll address some of the comments. One thing that got a little weird to me was when he decided that he was going to do all these short little athlete interviews, because that seems like very out of his lane. They’re great. If you guys have watched the first two with Brooke and Justin, they’re awesome.
(04:23):
But it just seems like there’s some sort of internal thing happening with that because the fact that he’s in the testing mode that he’s in and creating everything from the games and we’re in that timeframe and he’s going to go from that to also doing athlete interviews, that’s juggling a lot. And typically that would be outside of the scope of what he would do, at least public forward facing, which would be to interview the athletes. So I’m like, and me, I read into a lot, so take it for what it is, but I’m kind of reading into this and I’m looking at it. There’s some sort of, is he making a statement here? Is that’s what happening to the rest of the team? Look, stop talking about let’s be about it. Here’s how you execute and just starts making content. Or is it simply just no more than what he said on there, which is like, you know what? I feel like I don’t have the same connection I did with athletes in the past, and so I’m just going to run these little five, 10 minute interviews to get to know them a little bit more.
(05:16):
It is interesting. Great is a stretch. I’m giving ’em a little love mere seed. Also, why is it not being posted on the games social media accounts? It’s exactly right. It seems like it’s like one entity, but there’s different things that are happening within that entity. Almost like there’s just some sort of internal hierarchy struggle or internal battle. I don’t know. Speculation of course. But yeah, it’s just interesting in that they’re not repurposing this for the CrossFit games. Instagram is also something interesting to know, but it just seems strange. If it were anybody else, even if Boz started doing it, I wouldn’t feel that much like anything was up. But since it’s Dave with athletes, it just seems a little out of his lane. So Brady seems like HQ said they wanted athlete interviews but didn’t want to pay for them.
(06:20):
Yeah, it reminds me, Trish, it reminds me of the five minutes your doctor gives you to catch up and explain your helmet. That’s probably an accurate statement right there. Chris. Pedro is a baller, absolute stud in a stud of an interview too. I’m super nervous now that it’s going to be choppy when I show this to you guys. Kind of bumped because I definitely got together all my little timestamps here and wrote some stuff out to hopefully make this meaningful. And then also so we don’t have to watch all of Pedro’s show, right? We don’t want to have to watch it. You could go watch the whole on your own there. Okay, so shoot, got to get my links right y’all second. I click it though. It starts. Okay. Damn, I messed it up again. Sorry guys. Thanks for bearing with me. So this first clip you’re going to see here, Pedro, we’re only one minute I think into this interview and he already dives in hard with like, Hey, how’s that affiliate fees raise going for you? And that’s what this clip is going to be here is going to be, hold on, maybe it’ll be here, be over here. Now I know why Simon has three monitors. So then that way it could have had a third one up for this tab. Cancel that, move this around. Boom, put that in. Okay, nevermind this to be up over here and we’ll play it, get it together, get it together.
(07:51):
People still have doctors, barely third party interviews. Yep, that’s what I am right now. This is a free third party interview. The one with Brooke helping. The one with Brooke is on the CrossFit games IG with clips from the game. So it seems likely, it is likely it a way to get athletes to talking to turning into reels. So he’s still producing content for the team. Now that’s the part that I’m talking about. That’s weird. Not like how they repurpose what they’re doing, but the fact that Dave’s now running interviews just seems a little odd. Okay, so here’s the first question that I pager dives into here. And this one is about the, sorry guys, I’m still messing with Windows. I want to be able to see my notes and then also see the screen at the same time. Is it too much to ask? Okay, and here we go
Don Faul (08:45):
That it had been, gosh, over a decades since changed. And yeah, to your point, we know it’s a community that there’s a lot of passion for CrossFits and we know when we make changes big or small that we hear about it. We obviously knew that that change was a pretty substative one and we’re going to hear from folks. We anticipated our thought going in was, Hey, we are probably going to have, because we have socialized some of it and talking to owners ahead of time, she could try to feel for things. The best way to approach it, I’d say by and large what we’ve seen and heard is pre consistent with what we expected. So I’d say there’s a big set of owners who look at it through the lens of like, Hey, we run businesses. You’re running a business looking at pricing is one of more important business decisions.
Matthew Souza (09:23):
That was the camp that I was in When I first heard it come out, I was like, I get it. Things get more expensive. You have to raise prices, it happens. We have to do it at my gym. And that was kind of the first camp that I set into now that we’re six months into it. I’m wondering if that, they talked about some of the value add that they would have with the price increase. And I know $1,500 isn’t like, I don’t expect the world after that, but you would expect to see something more come out within six months that would be at least more forward facing as to where they were allocating the money.
Don Faul (09:59):
10 years there’s been meaningful investments makes sense, and obviously no one is going to shout to Rooftop and say we love the price change, but I think there’s probably the biggest group of owners who looked at it and said, get it. Understand it makes sense. We have a pocket owners who I’d say next, that former category of owners, I’d say a lot of folks who have a pretty good understanding and appreciation and dialed into the investments we have been making in supporting affiliates and what comes with affiliation. So I think that was helpful for a lot of owners to say, Hey, we’ve seen over the last year and a half, two years the investments that CrossFits been making in the team and summits and tools and resources. And so with that, we understand that on that price change is about supporting that and more of that to come.
(10:29):
I’d say there’s another group of owners who were not as connected group of owners maybe started to affiliate 10, 12 years ago with, Hey, I don’t expect anything from hq. I don’t want anything from hq. Aren’t necessarily owners who have been as plugged into some of the things that we were doing. A lot of folks who actually were not necessarily aware of a lot of the things that came with affiliation weren’t aware the cap was free, now weren’t aware that we had marketing resources, weren’t aware that we were doing summits and round tables. And I’d say we’ve had work cut out for us with that group to just listen, educate, talk about the investments that we’ve made and much we expect moving forward.
Matthew Souza (10:54):
And that’s an interesting point to me. He goes on further in this portion and he says that the biggest thing that he found interesting or that he learned from the affiliate fee raises was how many affiliates didn’t know that were other tools out there for them. Meaning the affiliate toolkit to be specific on this guys, when they talk about the affiliate toolkit, there’s a lot of fancy language behind it, but essentially what you’re getting is programming with the affiliate programming stuff. So you have some resources that are there. You also get this playbook, which is essentially business 1 0 1 for running a CrossFit affiliate. There’s also the community stuff as far as your affiliate rep and reaching out and doing some round table discussions. And then round table has a town hall thing where you get to meet with them. My problem with that is I would much rather the in-person events, the affiliate gatherings in and themselves are awesome.
(11:47):
I love that. The round table stuff and all the Zoom meetings and different things like that. I would rather see those efforts going towards not putting them behind a thing for affiliates because I know that that’s the value prop because then you have to be affiliate to participate. But I think in general it would be so much better if these town halls were open and available to everybody. And then I know now that now all of a sudden you don’t have a value proposition as what you get with it as an affiliate. But I just think that in terms of, for me, an affiliate, the biggest thing is HQ having a relationship with this community just because it’s so vocal and there’s so much going on that if HQ isn’t projecting its own voice and its own vision, its own direction, telling its own story just to the world at large, that to me is the biggest value proposition as an affiliate owner.
(12:35):
Not these fancy tools like ton of this stuff you’re going to find all on your own. Like Chris over at Two Brain Business runs a fantastic mentorship business where you could get a lot of these resources that CrossFit is saying that is now included in affiliation completely for free at two brainin business. And you’ve always been able to, and I actually have a note in here, which is interesting because some of the data that Dawn actually pulls is from two brainin brain businesses industry standard book that they put out in November every year, which is okay, so just something to note there. We’ll go on with this a little bit.
Don Faul (13:08):
And then I’d say the last group of owners is, I think there are some folks who just look at the change as, Hey, my fee changed from X to Y, I’m not interested in, I want to kind of continue to do my thing. I’m not interested in the resources. That’s probably been some of the tougher conversations. So today we are, it varies a little bit by market. The US for example, we look really closely at what our renewal rates look like, how many our existing affiliates are going to continue to renew. In the US we’re 90%, so we’re doing well. We’ve got some other markets where we’re tracking behind that. We’ve got some more work to do on that front,
Matthew Souza (13:34):
Which is also interesting. We’re only six months into the price hike. So you’re about halfway through the time that you’ll actually know you can’t really make a call on affiliation and how many people dropped off due to price increase until January of next year. If you guys remember, this became effective in January. So any metrics that you’re counting right now aren’t necessarily ones that would be included in terms of did the price thing go over well or not? You had to wait the full year for that. For instance, my gym, I don’t have to pay until December. So together if I’m an affiliate again next year or I’m not going to, they won’t know until December, which really by the time their data catches up, they won’t know until January. So the fact that you could claim that there’s a 90% or 80% without saying, Hey, we’re only at the 50 yard line, it’s a little too early to tell how this is going to shake out. That’s a little, you’re jumping the gun there a little bit
Don Faul (14:25):
By and large about what we expected. We’ve still got some more work to do. I’d say my biggest learning was how many owners out there we were not aware of what was available with affiliation and how much more work we got to do on that from,
Matthew Souza (14:35):
And they’re not aware again because there’s not this back and forth with the community at large. As an affiliate owner, if you’re going to provide something for me, I need to have that easy to access on the platforms that I’m already at. And I need it to also be really relevant if I am going to join one of these round tables or do one of these discussions that’s a value trade. Now I have to say, okay, I’m going to carve out my time to be here at this time to listen to you guys or this group for an hour. So for me, it’s just a little interesting that you wouldn’t put a ton of that stuff just publicly. Why would you put it behind some sort of wall and put it on a Zoom thing and not just kind of openly have those resources for everybody, even if you did it in retrospect.
(15:19):
So like, hey, if you didn’t have a chance to join the town hall, no problem. It’s available now on YouTube for everybody, but you could make it exclusive at the time it’s recorded for affiliate owners if you wanted to have some exclusivity there. But I just feel that the more that you’re communicating a vision and a direction of where this company is going and what we’re doing and what we aim to do, the better off you’ll be for all of these talking points all the way across the board. Especially in terms of affiliate owners like you had said, which is where I kind of fall in, which is like I don’t really need the fancy tools. I maybe look at Cap in terms of just as much as I look at all these other programs that are going on, whether I’m drawing ideas or inspirations or just seeing the way things are being put together.
(15:57):
I don’t actually use it as a verbatim, we just follow this, the affiliate playbook and all those tools, I haven’t used any of ’em. I’m sure they would be great for somebody who maybe is just starting out as an affiliate owner or something like that. But for me, I’m going to resource all my stuff from Tube Brain Business and Chris. That’s where I got it all when I first started. And then once you digest a lot of that material, I mean there’s thousands of books on small business out there that are written by much more, I don’t want to say qualified, but people that have had a lot more experience in running a small business. The interesting thing is this playbook and stuff like that, I don’t really know how the information was sourced. It’s pretty general basic information, but one of the things that was interesting that was said in there is like, oh, R 10 R 20 year affiliate owners, they probably had an issue with this.
(16:40):
I’m like, for me, that’s your resource. I would much rather watch stuff on crossfit.com or on YouTube put out by CrossFit dot com’s channel on these gyms that have been around for 10, 12, 15 years that are really successful. Go stick a camera in that affiliate owner’s face and have them talk about what they do or what makes their gym unique or something like that. Because not only am I going to watch that and pull ideas or inspiration from that, but potentially a ton of other people that are on the fence of maybe opening their own gym or aspiring to opening their own gym one day are going to see that and be like, fuck, I want to make my gym like theirs, and this is open and it’s free. So the type of advertisement that you’re going to get from that is a lot more. And then talk about your third party making everything free so it doesn’t cost you anything.
(17:21):
Dude, all these affiliate owners would probably film and put their own stuff up there for free for you, let alone even having to send somebody to film it and edit it so you’re not even utilizing some of those resources that it sounds a little bit like are becoming more of a thorn in your side. And the reason why I think the 10, 12 year affiliate owners are becoming more of a thorn in the side is because we remember win. And I’m going to get into what remember win is, right? And I’m not talking specifically just about Greg coming back as a savior, but I’m talking about the collective as a group and CrossFit being a media company that was unapologetically sticking the flag in the sand as far as this is the truth in exercise science. This is the way we do stuff and we’re not going to compromise for anybody. We don’t see any of that anymore. And in the past we’ve seen it slow down significantly. So for me it’s more or less, why are you hiding all that shit behind the paywall? Get it out there, get it open and use your 10 year affiliate, 12 year affiliates. Don’t create them as the enemy.
(18:19):
That is not what you want to play there. And so if they’re not using most of your resources, your older gyms and some of your gyms are, but then you realize the hardest part was communicating these new resources, at some point you have to ask yourself that, are these resources that we’re claiming as a value proposition, are they really even that valuable or are they just materials that we’re creating so we could point at? Because right now it feels like they’re materials that you’re creating. So that way you could point at and be like, well, look what we did. But ideally, if this was going really well, you wouldn’t have to point at anything. The work would speak for itself. The work would speak for itself. Okay, so he’s going to get a little bit into the value proposition portion of affiliation.
Pedro White (19:03):
Now, off the top of your head, do you know the global number of affiliates now?
Don Faul (19:08):
Yeah, I think we’re just under, I don’t have the exact number. We’re just under
Matthew Souza (19:11):
13,000. Okay, so just under 13,000. I’ve been hearing a lot of stuff that has been more or less closer to under 11,000. So I don’t really know. It’s hard to get a number. It’s crazy to me that they don’t have a number. They might have the information and they being CrossFit HQ internally, they might have the information and they just don’t want to fully disclose that. That’s fine. It doesn’t really make sense to me either way, but it’s just weird how the number changes 13, 11,000, 10,000 we’ve heard in some stuff and then we get this really, oh, it’s a roundabout number. Now here’s the interesting thing about that that I want you guys to pay attention to. We have a lot of claims that are going to start coming up with metrics here. Some of them seem really specific and then some of them seem like that where they don’t even seem to have a handle on it. It’s like, oh, it’s about, oh, we think, oh, we estimate, oh, but wait a minute. But then when other things come into play, you’re really specific. Retention’s 90%. Well, we’re the 50 yard line. How do you know it’s 90%? Okay, we are about 13,000 affiliates, but we know that we’re going to drive eight to 15 leads annually, which is the CrossFit name on your gym. Wait a minute, which metrics do you know really well and which metrics do you do not know really about?
(20:27):
Because we use them in our advantage. And then other times we are kind of vague about it,
Don Faul (20:33):
Both paying affiliates as well as we’ve got a bunch of nonprofits, not for affiliates as
Pedro White (20:36):
Well. Okay? When you raise the fees initially, you like the royal you not like you Don. When cross raised affiliate fees, when that was done, there was a lot of talk about growth and investment and technology and there’s a return on investment as well as the fact that it’s just inflation and it’s probably up in years and whatever. That was kind of dual of the message. If I was an affiliate order now, what return on investment do you think I’d have seen six months in what difference would’ve made to me the fact that I’ve paid
Matthew Souza (21:00):
More? Okay, now this is, and by the way, if this whole podcast could just me just sucking off Pedro at how good he did, I would just do this for that for an hour too, because the questions he hit in Pedro’s ability to push back when it needed to be pushed back, but do it in a way that seemed very open and just out of a curiosity sake was top notch by the,
Don Faul (21:26):
Yeah, going back to that change, some of it was we looked at it around inflation. Some of, we actually just looked at what is the existing value of affiliation independent, given all the things that we had done leading up to the change last November. What is the actual present value of affiliation? And then the expectation that we did set was, hey, the value of affiliation should
Matthew Souza (21:39):
Change. Okay, so that’s the materials that he’s pointing at. Remember earlier when I said, Hey, a lot of these materials that people don’t even really know if they’re using or if they’re not using, or most people or not most people, but some of the affiliates don’t even know that it’s accessible to them Now, he just said, Hey, when we went back and looked at what we offer for affiliate ship, we easily justified this price. So that was the playbook, exactly. Like put together a bunch of these materials, add this stuff in there, show it as a value proposition, then point back at that once affiliate dues went up. But the curious thing about that is in the previous statements he was saying like, Hey, not a lot of people used it, blah, blah, blah. So it’s like, who values it you guys? Or is it actual, is it actually valuable to an affiliate owner
Don Faul (22:21):
Or every six months? So if we go back to it in really simple terms, and obviously we’re having this conversation hundreds of times with affiliates, the place we start with actually was just if you just look at the brand alone, having CrossFit on the wall, we actually talked about a ton of owners last year and actually asked the question, how much value do you think there is in just having that CrossFit on your wall as part of your name associated with the brands? And how much business do you think you get from that alone? What we heard from owners is they estimate somewhere between, I think it’s eight and 15 new leads, new members a year come from affiliation for just having the brand on the wall. So that doesn’t include anything else. None of the tools, none of the resources, just having the brand itself. You do the math on that, that’s north of $10,000. If we look at it on a USD perspective, north of $10,000 alone in terms of return on,
Matthew Souza (22:52):
Okay, north of $10,000 alone if return on investment, what do you guys want to say is the average cost of a affiliate fees? What do you think the average cost of affiliate fees are? Let’s say it’s $180. So times 15 equals $2,700 for those new members. So now the interesting thing is if it’s at $180 on average for CrossFit gyms and they get 15 annual new leads coming in just from having the CrossFit name on their gym. Now the question asks is where did that other 8,000 or $7,300 in value that you just said came from? Is that going to come from the lifetime value of that customer? How many months they stay time over time? And again, without having that data or that information or giving the complete picture, you’re kind of just putting out like, yeah, you spent 4,500 and you got $10,000 of return on your investment.
(23:48):
Now is that net return or gross? Because then that’s a discrepancy of another $5,500 in there. If it’s gross, if it’s net, then how do you come up with those numbers? Are you also paying attention to lifetime value of a customer? Meaning how long does each member in the gym stay? Because if you just did across whatever 15 members annually coming into your gym, well that’s $2,700 worth of revenue. Did you keep them for more than one month or not? And if you did, how are they getting this information to make these assessments? Let’s find out
Don Faul (24:19):
At a 4,500 increase fee. On top of that, if we look at the things that we have invested in prior to and since we’ve got the benefit now of a robust level of support that 10 years ago just didn’t exist. You’ve got round tables. Since the beginning of the year, we’ve had over 10,000 affiliates participate in round tables. We’ve met in person with through summits events, I think we hosted at semifinals and other events. We’ve met in person, I think with another 4,400 affiliate owners. We’ve launched a marketing toolkit now that gets updated on a monthly basis with resources that owners can use in our local community to drive lead gen more membership. We have an education series that we launched since most recent. One was Daniel Chaffee. Daniel led a series on prospecting and sales. So how do you think about growing your membership as something that his team, he and his team across the loop are I think probably one of the best in the business. We’ve made investments in SEO and sem, so we’ve invested money in.
Matthew Souza (25:00):
So he pointed to all those different value propositions that we talked about earlier, which is something that they’re deeming as valuable, but can we actually see some tangible return on that value? And if it’s that valuable, why do a certain percentage of affiliate owners a not even know it’s existed? And then another percentage of the affiliate owners say that those tools are beyond my time, meaning sure, they might’ve been awesome at the beginning of my journey 10 years ago, but to this current day, it’s not really making much of a difference for me. Dean Dion. Sorry, Dion. There are about 10,300 affiliates on the map. Interesting. That’s kind of the number that I’ve been landing on and been hearing more regularly than the 13,000 that we’ve been hearing coming from a lot of the executive team. So we have that first portion. Now he’s going to get into the talk about SEO, which I have a clip with that.
(26:04):
So we’re going to move this forward a little bit here as I bring the SEO one back up here. And that’s something that I want you guys to pay attention to. He makes a claim here about SEO traffic to the site, everything else. So I’m going to play this portion of it and then we’ll get into a little bit of discussion around that. And I think this is the correct window at the nine 50 mark. Yes. But the case of metrics is just something that I just want to put a stake in here because if we think about the value proposition in terms of just the name on the wall, maybe just the brand name, just having CrossFit on your gym, does that bring in anything? And he’s claiming about eight to 15 members annually. As you go further on about that, he talks about that coming from the two main business industry standard booklet that they put out each year and then doesn’t have a claim to actually back up with any further, deeper metrics onto how he came up with that ROI number.
Don Faul (27:15):
Historically, our website was not, and so it was candidly kind of a mess historically, which meant that when someone searched for something that was relevant to CrossFit where we should show up, we were not representing well. So we’ve been working on, so restructured our site map, looking at how we structure content on crossfit.com to improve how much traffic comes from organic search to crossfit.com. And then we’ve been working as well on website changes to optimize and improve our handoff to affiliates. Ultimately, if you’re a new member who comes to CrossFit, wanting to learn about CrossFit, we want to get you into an affiliate. And so we’ve done a bunch of work to experiment with our homepage with, we have a dialogue now that shows you the closest affiliate that meaningfully includes conversion rates. So more people ended up getting handed off to affiliates. We’ve also been experimenting with some ads, some paid work we’ve done on social where you actually enter your email address directly on social media and it gets sent directly to an affiliate. And that has performed extraordinarily well for us. So there’s a bunch of stuff in there around SEO and SEM. The other thing that we’re doing is looking at,
Matthew Souza (28:22):
Okay, so basically they’re trying to turn the homepage now into a top of the funnel lead generation sale. So Dawn’s here is claiming that in the last 10 years, historically, crossfit.com did not do a good job in terms of search engine optimization. Meaning when they put in something relevant to CrossFit, CrossFit, HQ’s website did not come up. And he’s saying that in the last 10 years, they’re doing it better now than they were then. Well, here’s the good news. We could fact check it. Round of applause, lady and gentlemen for Google Trends. Yeah. Okay, so we’re going to, that was a wrong button. It blasted some music that was still playing. So I got this here for you, so we don’t need to necessarily speculate on it. Okay, so what I’m going to bring out and switch out the screen here is a thing called Google Trends.
(29:17):
You could tell how much a certain word in this case, CrossFit was searched. This is from 2004 when Google Trends started to the present day through the present day. Now, Dawn was claiming this section here, which goes up to all the way to June of 2024. So partly through the end of this month, so we’ll call it March. So this section here during his time through 2022, is claiming that they did better than about 10 years ago, which clearly is not the case at all. So if you look at the search trends here in or around CrossFit, this is what happened over time.
The above transcript is generated using AI technology and therefore may contain errors.
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