When CrossFit launched in the U.S. in 1998, they created online workouts to provide their members with the tools, training and support to achieve their fitness goals. Over the years, their organization has grown globally, and their mandate has evolved to focus on how fitness and diet can help in the prevention of chronic disease – in addition to playing an important role in an individual’s overall health and well-being.
As CrossFit began to grow internationally, they discovered there were specific actions required to set them on the right path for global success. They needed to translate training materials, develop a company-wide localization program and re-design the website to better align with their evolving mission. They started small, keeping these activities in-house, but it quickly became apparent this would be a huge initiative with many challenges to overcome – a partner was needed to guide them through the process.