Case Study: CrossFit 2012 achieves rapid launch and resilient growth with TeamUp

Pursuing your passion & building a business with CrossFit 2012

CrossFit 2012, co‑owned by Lizzie and Matt Fisher in Surrey, England, grew from a quick, passion‑driven decision to launch an affiliate into a thriving box. Early challenges included unsuitable rented spaces and a difficult search for premises, which led them to design and build a custom indoor facility (and later an outdoor box), and later to confront the disruption of COVID lockdowns.

They adapted by expanding outdoors, moving classes online with Zoom and no‑equipment programming, offering kit rentals and on‑demand content, and using TeamUp to take deposits, manage bookings and account credits. Those moves kept members engaged, smoothed reopening logistics, sustained revenue through lockdowns, and helped CrossFit 2012 emerge resilient — a model Lizzie cites as proof you can start small, adapt fast, and succeed.

CrossFit 2012

Lizzie Fisher

CrossFit 2012