Case Study: CrossFit achieves more efficient, personalized customer engagement with Twilio Segment

How CrossFit communicates directly with customers to expand their community base

CrossFit, the global fitness and wellness platform, struggled to connect customer data across its Affiliates, Education, and Sport businesses, making it hard to understand members, personalize outreach, and grow participation. The company brought in Segment to replace messy, siloed data and help it communicate directly with customers using a unified view of each person.

With Segment, CrossFit built identity-resolved customer profiles, centralized data across tools, and synced trusted information into marketing and support systems. The result was a 30% increase in efficiency, 10–15 hours saved per campaign through marketing automation, and a 24% lift in CrossFit Open registration click rates, while enabling more relevant campaigns and better cross-team decision-making.

CrossFit

Jay Meyering

CrossFit