Building a place for the CrossFit community to connect

Mobile app traffic dropped steeply the moment the CrossFit Games season ended. Community is what builds the habit loop in every affiliate gym. We were missing the chance to build that daily connection with CrossFit HQ and keep our most dedicated users.

Business Problem

Mobile app traffic dropped steeply the moment the CrossFit Games season ended, limiting CrossFit's ability to retain users, build habitual app usage, and maintain an ongoing relationship with its community throughout the year.

User Problem

Users had no compelling reason to use the CrossFit app year-round. Daily workouts and content existed, but they weren't available in the app, limiting engagement to competition periods.

Business Goals

Establish the app as a daily destination by delivering relevant, mobile-first content and forming strong retention habits.
Improve overall retention and stickiness among key user segments (owners, coaches, credential holders)

Discover

Contribute

React & return

Impact

Groups gave the CrossFit community a new way to connect, creating more reasons to return to the app year-round and strengthening brand engagement across consumers, coaches, and gym owners.

What I led

Product Strategy

UX architecture

Interaction design

Design system updates

Cross-functional leadership