CrossFit Basement is a box based in Helsinki. It was founded in 2013 by Arttu Nyman, Robin Hendry, Christoffer Forsman, and Niko Wikström. Arttu, Robin, and Christoffer work as firefighters in their day jobs and Niko works full-time with Basement’s sales and business development.

“All of us started CrossFit when it was more or less an underground sport among firefighters, police officers, and soldiers. We were tired of doing other jobs for extra income besides being firefighters, so we decided to start a business around the sport we are good at and passionate about.”

From warehouses to the heart of Helsinki

CrossFit Basement operates in two locations both of them in the central area of Helsinki. Currently they have approximately 400 members and due to a high demand, further expansions are on the planning table.

Initially, the guys behind CrossFit Basement wanted to make CrossFit more approachable for the urban people and bring the sport from the warehouses on the outskirt of Helsinki to the heart of the city. At the time CrossFit Basement was founded, there was only a handful of boxes in Helsinki, nowadays the number is much bigger.

“Back then it was enough that “CrossFit” read at your door and people kept coming in. Nowadays the competition is much tougher and you have to see more effort to get new customers.”

Since the target audience of CrossFit Basement differed from the people who had done CrossFit for years in warehouses and garage boxes, the standard of customer experience needed to be polished. What CrossFit Basement wanted, was to combine high customer service level with CrossFit training method and communality. Nyman confirms that the secret behind the popularity of CrossFit Basement is the team spirit between the staff and members.

“Since the beginning we have arranged parties and get-togethers to strengthen the community. Afterwards it is easy to say that it has been the most important factor behind our success. People want to workout in a positive environment and at the same time meet their friends and likeminded people.”

Basement way of making better athletes

In CrossFit Basement the programming aims to develop the weaknesses that most people have in their strength and mobility. The core of the programming is build around developing strength and mobility, and on top of that the training cycles focus on different themes like coordination, skills, and metabolic condition.

“My opinion is that strength and mobility should be the first priority in programming simply to keep our musculoskeletal system healthy as we age.”

CrossFit Basement recruits coaches based on their personality and communication skills rather than their knowledge or achievements. Nyman says that the technical expertise can be learned, but there is little one can do if people can’t communicate with you.

CrossFit Basement educates their coaches four times a year. The subjects vary from technical and analytical skills to pedagogical skills and performing in front of an audience. Furthermore, the way coaches give feedback to the athletes is considered very important at CrossFit Basement.

“Relevant and right kind of feedback is related to the receiver of the feedback. A person, who has done CrossFit for several years obviously needs different kind of feedback than someone at the beginners class.”

Coach Arttu and Steffi explaining the WOD.

CrossFit is here to stay

CrossFit’s rise from underground sport to a popular form of exercising and multi billion business in such a short time is remarkable. The rapid growth of the sport has unveiled business opportunities for countless of entrepreneurs but has also set its challenges.

“CrossFit is not a novel way of exercising anymore and the hype around the sport is not the same as it was few years ago. Nowadays people know what CrossFit is and are more or less aware of what they will get when they start doing CrossFit as they might have read or heard about it. However, the trend isn't over and the popularity increases steadily.”

“From entrepreneur’s point of view this has caused some challenges as the competition has become harder but this has also taught a lot for us. In my opinion, entrepreneurship shouldn’t be based on luck but you should learn something new everyday. The toughened competition has been part of the learning process.”

Basement’s tips for those who are considering to open their own CrossFit box

“The product exists. It is easy to sell a good product, if you have the right people to do it. Collect a good team together and you will get started and the box running. What I have learned is that you need to build your business also outside your box. Everything that you build around the core business, will ensure that when there will be setbacks, the business will stay up.”

“Aim to give yourself a possibility to focus on the things you like, and you are good at. The more you have automation in your processes, like billing for instance, the easier it will be for you. Make a priority list for yourself, in which the core business is on the top. Right after that, there have to be sales, marketing, and customer service because otherwise, we would have an empty gym. However, everyone needs to make their own choices about what to focus on and what to outsource.”

What are the benefits of WODconnect from your point of view?

For athlete:

“The difference between an athlete and someone, who just want to maintain their condition, is that athletes want to move forward - develop. Athletes sets goals and makes plans to achieve the goals. If you consider yourself an athlete, it is essential to track your workouts. WODconnect is very handy in the sense that you are always aware of your previous performance. It creates a whole new angle and content into working out in form of documentation, analytics, and easiness of use. We clearly recognize its positive effect on the community as well.”

For coach:

“WODconnect provides valuable information of individuals’ development in long-term. Being able to see the big picture is the biggest benefit for a coach.”

For box owner:

“It is easy, when you have everything in the same place from sales to billing. Obviously booking system is also very beneficial not only for keeping the classes appropriately sized but also helping with the planning of class placement in the schedule.”

Thank you Arttu and CrossFit Basement!