CrossFit New Haven: An Exercise in Branding

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Written by Digital Surgeons,
• 3 min read

CrossFit New Haven and Digital Surgeons are proud to officially announce the launch of CrossFit New Haven’s redesigned website which can be found at

  The website is the product of a collaboration between Digital Surgeons and CrossFit New Haven, two businesses co-existing under one roof at 1175 State St. The goal of the project was to create a site that both attracted new members while engaging existing members. With CrossFit being as much a cultural movement as it is a style of exercise, it was easy for Digital Surgeons to allow the creativity to shine through on this project.

  CrossFit is not the typical workout and therefore needs a proper introduction to potential new members. CrossFit New Haven’s website offers an explanation of what CrossFit is, what programs CrossFit New Haven offers and how to join. Newcomers to CrossFit will never need to look any further once they access CrossFit New Haven’s website.

  The website is also meant to reflect the culture of CrossFit New Haven. CrossFit New Haven is a very people driven organization and the website is no different. With in-depth profiles of trainers, photos of members and a continually updated blog, visiting the website is almost like being there in person.

“People have been coming up to me raving about the interactivity of the site and ease of usage from their phones.”

  In the two weeks that the site has been live, very desirable results have already been noted. CrossFit New Haven has completely filled their On Ramp classes for new members. For the next month they’ve even had to add additional classes to satisfy the influx of new members! Gym owner Eric O’Brien has also been hearing some very positive feedback from existing members. “Everyone is incredibly stoked about the new website. People have been coming up to me raving about the interactivity of the site and ease of usage from their phones. It’s great for everyone to have a method of seeing the Work Out of the Day from their smartphones,” says O’Brien.

  Moving forward, Digital Surgeons and CrossFit New Haven are so confident in the new site that they hope it will become a template for other CrossFit gyms to emulate.

  CrossFit New Haven delivers a fitness that is, by design, broad, general, and inclusive. Our specialty is not specializing. Combat, survival, many sports, and life reward this kind of fitness and, on average, punish the specialist.

  Digital Surgeons is a brand experience and marketing communications agency specializing in digital media. They provide experiences that enhance relationships between brands and consumers.