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

How CrossFit communicates directly with customers to expand their community base

CrossFit, a global fitness and wellness brand with three business pillars—Affiliates, Education, and Sport—needed a better way to connect directly with members and prospects. Its customer data was fragmented across multiple systems, creating inconsistent experiences, data silos, and making it hard to understand user behavior or personalize outreach. CrossFit turned to Twilio Segment to unify data and improve how it communicated with its community.

Twilio Segment implemented a modern data foundation using Connections, Unify, and Reverse ETL to consolidate customer data, build identity-resolved profiles, and sync trusted data into tools like Salesforce ServiceCloud, Braze, and Snowflake. As a result, CrossFit saved 10–15 hours per campaign automating marketing emails, improved efficiency by 30%, and increased CrossFit Open registration click rates by 24%.

Crossfit

Jay Meyering

Senior Software Development Manager