[CFMS SERIES] Top Affiliate Owners on the No. 1 Limiter to Growth (EP. 041)

This marks the third episode of a special CrossFit Podcast collaboration with the CrossFit Medical Society. In this episode, Jason Fernandez, longtime coach, Seminar Staff member, and co-founder of Best Hour of Their Day, and Matt Souza, 12-year affiliate owner of CrossFit Livermore, join host Jocelyn Rylee to dig into the overlooked fundamentals of hospitality, first impressions, and soft skills in CrossFit gyms. They share hard-earned lessons on onboarding, reducing friction, building community, and why trust is the ultimate currency. Understand the type of service top CrossFit affiliates provide and how that’s the road to reducing the intimidation factor.  Topics Covered Why hospitality is as important as coaching skills How first impressions shape member retention Onboarding systems that actually work Reducing friction inside and outside the gym Collaboration between affiliates and local businesses Building trust as the ultimate foundation of community 4. Resources Mentioned Level 1 and Level 2 Seminar Courses AffiliateCon [Oct 24-26, 2025, Dallas, TX] CrossFitLivermore.com (affiliate website example) Will Guidara’s book “Unreasonable Hospitality” Community Highlight David Needham seems to do it all: full-time firefighter, owner of two CrossFit affiliates, contributor to WheelWOD and the Adaptive CrossFit Games, and mentor to other affiliate owners on business growth. One of his biggest passions is serving on the Adaptive Athlete Foundation of Maryland, where he helps athletes secure life-changing prosthetics through insurance. Watching someone regain the ability to move and train is what drives him most. And when asked what CrossFit means to him, David’s answer is simple … and very firefighter:“Because of CrossFit, I can save people from burning buildings.” Know someone you think deserves to be highlighted? Nominate them here. Share Your Thoughts: Email us [[email protected]] or complete our survey here.