Rob and Silke Martin, owners of Choice Training Club in Mallorca, have been operating since 2011. After more than a decade as one of Mallorca’s first CrossFit affiliates, they reached a pivotal moment: their brand, their systems, and their long-term vision needed to evolve. Their goal was clear: move from “coaches running a gym” to business owners growing a brand.
The Challenge:
Despite strong community roots, Choice Training Club faced several issues common to long-standing CrossFit affiliates:
CrossFit branding was no longer serving their audience
Over time, their demographic shifted heavily toward people aged 40–60. Many of these prospects were intimidated by the CrossFit identity.
Silke explained:
“These people are pretty scared if they think you’re going to be walking on your hands or swinging from bars.”
Rob echoed this:
“Having CrossFit over the door was almost hurting us as much as it was helping us.”
A business built on word-of-mouth was hard to scale
For years, the gym grew on community and reputation. But without systems, predictable sales processes, or structured onboarding, growth eventually plateaued.
“I love training people, but we never learned how to be business owners.”
Training methodology no longer matched who they served
CrossFit-style gymnastics and Olympic lifting weren’t ideal for general-population clients.
“People sit at desks for eight hours, then come in for snatches and handstand push-ups… it creates a competition element in class we didn’t want.”
The Strategy
Rob & Silke committed to a full rebuild of their business foundations — brand, systems, service, and mindset.
Full Rebrand: From CrossFit to Choice Training Club
They shifted their identity to be centered on client outcomes rather than a training methodology.
Instead of talking about workouts, their marketing now focuses on the consumer:
“Before we used to always focus on what we did. Now it’s what we can do for the person.”
Simplified Programming for Longevity
They removed high-skill, high-risk movements and redesigned classes around the needs of their primary demographic.
No more daily competition. More intentional training.
A True Onboarding & Accountability System
They implemented a structured six-week onboarding program, including:
A Real Sales Process
Silke moved from “glorified self-checkout” to structured phone sales:
“I attended Luke’s sales call every Monday and Thursday… it helped a lot.”
She now closes 30–40% of all phone calls — something she had never done before.
Stronger Marketing & Content Structure
They now operate with:
“Before we were a 3 out of 10. Now we’re a 7… there’s always something going out.”
The Results
Since implementing new systems and rebranding, Choice Training Club has seen powerful shifts in performance, clarity, and community participation.
Key Wins
“My business runs without me,” one client shared. “Members are coming in, being retained, and everything keeps moving — it doesn’t need me there daily.”
Most Impactful Quote
“If you want to do everything yourself, you can’t grow. Learning to give things away has been the biggest thing for me.”
Ready To Scale Your Gym?
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