Corrupt this brand, gouge my affiliates. i ll an activist. i m an exercise and nutrition activi activist. it s not my charm, not my business plan. i have no charm, i got no business plan. i m a trainer. all of the magic, the secret of the sauce, the thing that s cross fit is the results. out west i can go to a starbucks or a whole foods and sit out front and within 15 minutes i ll see one of us. you can spot them. we ve put the brand on the bodies. the brand is in the approach. i m not afraid of a fight of almost any sort. i ve never calculated into it am i going to win or not. you fight because it s the right thing to do. and without an eye to winning, we ve been winning. when you re look, i m going to do this thing and i don t care
If it takes 100 players and years it s cool. all of my energy is going into the delivery of the punch, not is he going to pass out on the second, third, fourth punch, i don t care. i m going to keep hitting until he s knocked out. there s no brand that s found high level success that doesn t have critics. that s what success brings. haters. they hate me. i m good with it. then you get to the point i m okay being defined by pi enemies. a lot of people that hate me, my problem is if they love me. yeah, [ bleep ] haters. everyone that came in here, someone brought them in. someone brought them in. i don t do that. advertising doesn t work. for me marketing is any effort to improve the bottom line isn t necessarily improving. my recommendation to anyone is don t market. marketing happens naturally and
But getting the attention of the genel public is not so easy. that s w jim and megan put some much effort into creating a catchy name for their line. we rebranded them citrus lime. while both morro bay avocados and citrus burst limes were getting good traction, there was still a problem. they found that anytime they wanted to launch a new product, they would have to create a whole new brand which then required a whole new meeting with the store buyers to sbrus introduce it. they discovered that if they put everything under one snname, shamly farms, they could get a lot more bang for their buck. i knew they had more items in the pipeline so shamly farms needed to be on everything. i encouraged them to think about that. i was telling the right story about the products we were
House, kiwis which we marktd under the sierra sweet brand. at first they put everything into creating individual brands for each product. they distributed those branded products through independent retailers, gourmet restaurants and national chains like whole foods. since most people think avocados are pretty much all of the same, the shamlies felt they hado shout out what makes their avocado so special. they created the brand name to spotlight the unusual growing climate which gives their fruit its unique taste. we grow avenue ocados here i bay because they grow very slow and produce a rich creamy product. customers bought. we had customers asking when the avocados were going to come. we re in a different
People have turn to cross fit to help make this happen. this fitness regiment has a cult-like following and practiced at 13,000 affiliated gyms all around the colder and counting. at the center of it, founder greg. he took some time out to talk to us from a cross fit gym in boston about why he never backs away from a fight and the importance of letting relts be your brand in this learning from the pros. at some point it kind of sound like going up to the ranger at the grand canyon telling him, it s a beautiful hole, how did you make it. he didn t dig the hole. nature did that over billions of years. i m kind of that guy. i m the ranger standing over the grand canyon. the best of my business decisions lie in the things i want let people do, which is