7 min 18 sec

Crossfitter Sells Gym Equipment For Seven Figures

An electrical appliance designer wants to start a side hustle in the Crossfit world, but instead of opening a gym or becoming a trainer, he finds a highly profitable third way.
Fitness High Profit Manufacturing Product Reselling

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What It's About

CrossFitter creates a fitness gym equipment empire and makes 7-figures!

Business Model
Skills Required
Communication & Organization
Profit Potential

Words of Wisdom

If you were looking to start a similar business, Peter’s words of advice are to become obsessed about a problem that people have, find out where the people who have this problem spend their time, then go out of your way to help them solve it. Looking to the future, Peter wants to look at expanding into the supplement industry, perhaps growing that hustle along the same path as the first.

Fun Fact

One of Peter's first big marketing campaigns involved buying 10,000 condoms and giving them away to athletes and spectators at one of the first CrossFit Games. The same week he ordered 10,000 condoms, his wife gave birth to their second daughter. Peter joked to people that the consequences of unprotected sex scared him so much that he ordered a lifetime supply of condoms!

Notes from Chris

Episode 334
For electrical appliance designer and marketer Peter Keller, his honeymoon was the turning point in his life. In a small pub in Mexico, instead of focusing on a romantic evening with his wife, Peter found himself sneaking behind the bar to try and see what fridge they were using. It was at this moment he realized he was too obsessed with his current work, and it was time for a change. He knew he’d always love to work, but he was ready to focus on something a lot cooler than fridges. Outside of his work, Peter was a keen Crossfitter and had fully bought into the lifestyle. So, he figured that may be the best place to start looking for his next idea. Not wanting to be a trainer or run his own gym, Peter decided he would instead focus on providing the equipment that could help people transform their lives. Thus in 2010, out of the extra space in his home-garage, he started his new side hustle, FringeSport. An online store where people could buy the equipment for their CrossFit needs. After the first two years of running his new side hustle, FringeSport, he was able to quit his job and focus on this full time. It’s now a big business. In its seventh year, the Crossfit equipment hustle should end the year with sales in the range of $4 and $6 million dollars.
  • FringeSport: Put an impressive home gym together with Peter's website!
  • Running Lean by Ash Maurya: The book Peter read that introduced him to the concept of the "Minimum Viable Product"
  • Shopify: Peter used Shopify to set up his store for FringeSport, and they're offering a 21-day trial and exclusive discount for all Side Hustle School listeners!
  • ShipStation: The app that Peter used to simplify his shipments. Get a 30-day trial AND an additional month free, click the microphone at the top of their page and enter the word HUSTLE.
  • Google AdWords: Google's online advertising platform that places your ad in the 'Sponsored Links' section next to search results to boost website traffic and sales
SEE ALSO: Inspiration is good; inspiration combined with action is better. Now get back to work! Yours in the revolution, cg-sig-newsletter
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Quote of the Day
"For me, authenticity is key because, at FringeSport, we are our customers. We're the CrossFitters who geek out about barbell specs and what Rich Froning ate for breakfast, so we have to be careful of being opportunistic."
—Peter Keller #SideHustleSchool

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To infinity and beyond,

Chris Guillebeau