How This Brand Took Over CrossFit | Matt Dilorenzo, CEO of TYR Sport

In this episode, Alex and Tatum take a drive with Matt Dilorenzo (CEO of TYR Sport), who has taken the legacy brand into a new category and dominated. In this episode, he breaks down exactly why he decided to enter the CrossFit category, the steps he took to position authentically within the niche, and what strategies he deployed to scale to $50M in 4 years. Here's everything he covered…Chapters:0:00 Intro0:51 The Maverick campaign and TYR's shift to art-directed content3:27 Why most athletic campaigns fail: vibe over spec6:14 The education layer most brands skip13:05 Building Maverick around a hero feature17:30 Breaking the swim-brand perception19:35 Who TYR builds for and the world they live in23:30 Entering CrossFit without being clocked as inauthentic32:17 Events strategy and borrowing from outside the industry39:01 Building a sticky brand against the giants