This is Ashley Mays from CrossFit Memphis.

I don’t know Ashley or her story but I love this image.  It is ready to be turned into a great piece of marketing collateral for the CrossFit brand.

For those of you not familiar with CrossFit, this is a fitness company that has become one of the hottest fitness trends in the world.  It combines a variety of disciplines including Olympic weightlifting, gymnastics and endurance training.  It’s hard to describe, but it’s results are indisputable.  Can you tell that I am a devotee?

The challenge CrossFit encounters as it grows as a movement is the perception that it is so hardcore that it’s only for elite athletes.  The truth, however, is that anyone can develop into an athlete and CrossFit is an effective way to coax out that inner warrior.  Thus, my love for this image.  The woman in her wedding dress doing pull-ups.  This tells the story that “everyone is an athlete if they want to be.”

CrossFit most likely doesn’t need too much help in terms of marketing communications right now. Their empire seems to be growing on word-of-mouth.  Which is just fine since there is no channel more effective than that.