Health and happiness among members increase in direct proportion to the hard work and devotion put in, according to CrossFit culture. That's good for community building, and it's also good for business.
"It's the sacrifice, it's the soreness, it's the getting up in the morning, it's doing one more rep when you think you can't," says Glassman. "It's drawing from somewhere really deep, it's learning that ultimately the best things in life come out of commitment, out of sacrifice, out of working harder than the other guy, getting up earlier, staying up late."
Christians and CrossFitters alike, for example, are encouraged by the idea that they are living well and making the right decisions.
"These things are actually religious. You should treat these institutions as religious options that people find," said Kuile. "That's a difficult thing to hear if you are a church or for other denominations. At the same time, it's exciting."