"1/ Any intelligent person that starts a crossfit "box" could start a big gym that appeals more widely and make significantly more money. True, they would need

"1/ Any intelligent person that starts a crossfit "box" could start a big gym that appeals more widely and make significantly more money. True, they would need more initial capital for the equipment. True, they would have to operate on far lower margins. But at the end of the day they would make more money signing up 1,000 people for $25 a month than signing up 100 people for $200 a month. Gym memberships are nothing more than a subscription service which is subject to the decaying population problem. It is about scale here." I completely disagree with the notion that these folks would make more money with a standard gym, and are therefore doing CrossFit purely out of passion. I'm sure they are passionate, but the standard gym market is saturated and overrun by large companies.