15 lessons designed to get you thinking more clearly about what you do, who you exist to serve, & how to build a website that communicates effectively.

Get started for free by clicking on the Design tab & starting the first two lessons.


There was a time in the early lifecycle of CrossFit that merely putting the words on your door was enough to attract the right people. When I started back in 2007, there was only one gym in the city & it didn’t matter that it was in an inconvenient location. We wanted to do CrossFit, & that’s where it was being done.

You know that’s not the case anymore. Do a quick Google search of “CrossFit gyms near me” & you’ll see that.

You could consider that as a problem, as more competition, as a hindrance to your future success.

Or you could see it as an opportunity to build something truly unique, something that reflects your values & your personality & the vision you have for the world, something that stands out from the crowd. You could see it as an opportunity to clarify for yourself exactly the kind of people you exist to serve, & to then build a brand around overwhelming those people with excellence.

That’s what this course is all about: clarifying your vision of the business you are building so you can make better decisions, so you can serve your tribe more effectively, & so you can communicate in such a way as to attract even more of the right kinds of people.

The goal of this course is to give you all the tools you need to create that clarity of vision in an effort to build a stronger brand, a more committed tribe, & a more useful website.

I’m excited for you to get started. You’re doing important work. I’m honored by the opportunity to help you do it better.

👊 Patrick