CrossFit has published its first video of its new media campaign, Hear Their Stories, on the CrossFit YouTube channel. As part of the new series, CrossFit’s goal is to publish at least one new long-form video every week through the end of the year. The first video, “The Family You Choose: Model City CrossFit”, was published on Monday, September 30.
The five-minute video highlights Model City CrossFit from Anniston, Alabama. The gym’s owner, Tad Carter, was a head judge at the 2024 Masters CrossFit Games. Carter, along with 11 other members Model City CrossFit volunteered at the competition.
The video takes a look at the impact CrossFit has had on several of the members and how they have formed a community in and out of the four walls of the gym. “The friendships I’ve made through CrossFit — I don’t know that I would call them friendships because … you have the family you’re born with, but then you have the family that you choose and they choose you back. Our community is special because of the people that are in it,” explained Carter.
The new series is part of an increased focus on media and storytelling from CrossFit HQ. During the recent West Coast Affiliate Summit at CrossFit Invictus, Don Faul, CrossFit’s CEO, spoke about the next media campaign, “We haven’t done as much of this in the last six to nine months. You’re going to see a meaningful investment here.”
Faul added that in addition to the weekly long-form videos, clips from the videos would shortly follow on social media. He also asked those in attendance to share stories about their gyms with CrossFit so that they could be highlighted.
Tad Carter opened Model City CrossFit in Anniston, Alabama, in 2015 after he was stationed there for the Army.
