Featured Box:  Crossfit Waco

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Everyone who joins CrossFit has a different starting point. The same is true for the Box Owners. Here at Europa Sports, we understand that everyone starts out at a different fitness level. We also know the incredible responsibility that fact places on Box Owners to ensure athletes learn the basics.

Meet Jonathan Shelton. He started his CrossFit journey in 2008 and opened a box in 2009.  He knows that giving his athletes a firm foundation requires going beyond offering a beginner’s class and teaching functional movements. It’s also important for athletes to have a baseline understanding of sports nutrition, so they can properly refuel, recover, and repair.

Not only do we help lift this burden from Box Owners like Jonathan, we also provide additional revenue streams. We partner with Box Owners across the nation to deliver the best sports nutrition expertise, products, and functional equipment. Your Box could be next.

Inside the Box: CrossFit Waco in Waco, Texas
Learn what our partner and Box Owner, Jonathan, has to say about the Europa Sports/CrossFit connection. Discover how our partnership is helping fuel his box with approximately $2,000 in revenue—on a monthly basis.

Q: Why did you decide to open a Box?

A:  I was a trainer at Gold’s Gym. I stumbled across the CrossFit website and started doing the workouts and getting results. I didn’t see an affiliate nearby so I decided to take the plunge and open my
own Box.


Q:  What are the biggest challenges and greatest rewards?
A:  There are ups and downs as with any business. It’s a challenge to stay up to date with the health and wellness trends. We strive to provide the best knowledge and training that we can to our athletes. The greatest reward is seeing your clients change. You can’t put a price on the way people feel or how they start to look different. We also see changes in self-esteem.

Q: What are the biggest changes you’ve seen since you 
started CrossFit?

A: In 2009, CrossFit was more of an extreme workout. We had a saying, “Finish a workout. Die trying. Or quit.” Now, you have to be able to cater to a variety of fitness levels. CrossFit is always evolving.

Q: How long have you worked with Europa?

A: We have worked with Europa since April 2015.

Q: How did you learn about Europa?
A: We sold protein before. We wanted to add additional products and attended the Europa Games in Dallas. After that, we went to EuropaSports.com, got set up, and it’s been smooth sailing ever since.

Q: In what ways has selling supplements contributed to the 
success of your business?
A: It’s a pretty big part of our business. We offer products that help with recovery. We ask members what they want, and we give them a good deal—and at the same time, we provide a value 
added service.

Q: What products do you carry at your Box? 
What’s your top SKU?
A: We have a Europa Cooler and participate in the drink program. Amino Energy is one of our top products. We also carry the following: 
• Lenny & Larry’s • Quest • Kill Cliff • Oh Yeah RTDs 
• Xtend • CocoNutter

Q: What advice do you have for Boxes in carrying 
sports nutrition?
A: Your members are going to take something. They might as well buy it from you versus going to another place. See what your members want. Keep it simple. And keep it stocked. It’s a good revenue source for us. We add $1,500 to $2,000 a month to our bottom line.

Q: How do you educate your athletes on sports nutrition?
A: We have a newsletter, where we answer questions, share information about products, explain what’s new, discuss ingredients, etc.

Learn More  about how Europa can help you build a better, more profitable Box.

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