The Problem
CrossFit needed to boost registrations for the CrossFit Games while also building a stronger long-term engagement system for leads. With only 60 days before launch, the brand required more than acquisition campaigns — they needed a lifecycle approach that would nurture both new and historical leads into active participants.
The Solution
I led the lifecycle marketing strategy, designing and implementing a one-year roadmap for sales and customer engagement. The work included:
Creating automated nurture campaigns for both new-to-file and historical registrants.
Segmenting audiences based on activity, lead status, and affinity to deliver more relevant communications.
Building personalized, cross-channel journeys (email, paid, social, landing pages) in collaboration with acquisition teams to ensure consistency and stronger funnel performance.
This approach made lifecycle strategy a driver of both immediate registrations and longer-term customer value.
The Results
The lifecycle program contributed to significant gains for CrossFit:
125%
>3.0
20%
of acquisition goals achieved
LTV:CAC ratio, proving long-term efficiency of the campaigns
improvement in CPA efficiency, reducing acquisition costs while maintaining quality leads
Reflection
CrossFit’s success highlights how lifecycle marketing does more than support acquisition — it amplifies it. By creating a system that nurtured leads at every stage, the strategy not only exceeded immediate registration goals but also laid the foundation for sustainable engagement year after year.