Matt Souza – The CrossFit Podcast

This marks the third episode of a special CrossFit Podcast collaboration with the CrossFit Medical Society.

In this episode, Jason Fernandez, longtime coach, Seminar Staff member, and co-founder of Best Hour of Their Day, and Matt Souza, 12-year affiliate owner of CrossFit Livermore, join host Jocelyn Rylee to dig into the overlooked fundamentals of hospitality, first impressions, and soft skills in CrossFit gyms.

They share hard-earned lessons on onboarding, reducing friction, building community, and why trust is the ultimate currency. Understand the type of service top CrossFit affiliates provide and how that’s the road to reducing the intimidation factor.

Topics Covered

Why hospitality is as important as coaching skills
How first impressions shape member retention
Onboarding systems that actually work
Reducing friction inside and outside the gym
Collaboration between affiliates and local businesses
Building trust as the ultimate foundation of community

4. Resources Mentioned

Level 1 and Level 2 Seminar Courses
AffiliateCon [Oct 24-26, 2025, Dallas, TX]
CrossFitLivermore.com (affiliate website example)
Will Guidara’s book “Unreasonable Hospitality”

Community Highlight

David Needham seems to do it all: full-time firefighter, owner of two CrossFit affiliates, contributor to WheelWOD and the Adaptive CrossFit Games, and mentor to other affiliate owners on business growth.

One of his biggest passions is serving on the Adaptive Athlete Foundation of Maryland, where he helps athletes secure life-changing prosthetics through insurance. Watching someone regain the ability to move and train is what drives him most.

And when asked what CrossFit means to him, David’s answer is simple … and very firefighter:
“Because of CrossFit, I can save people from burning buildings.”

Know someone you think deserves to be highlighted? Nominate them here.

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CrossFit Podcast Livestream Community, Culture, and Cults

[LIVE] CrossFit: Community, Commitment or Cult? (EP. 031)

By CrossFitHQ

On August 29, 2025

In The CrossFit Podcast

On this week’s livestream, we’re unpacking why and how CrossFit’s community is different — to the point that some even call us a cult.

Is it the culture or the community that makes us different? What’s the difference between them? What defines them?
What does “community” even mean if everyone says they have it?
Do you believe that walking into a CrossFit gym is palpably different from walking into any other brand of gym? What creates this?
Why have we been called a cult?
What are the social components of health and fitness? How important are they?
What role does the methodology play in promoting and preserving the culture?

Guest host Matt Souza is joined by Nicole Carroll and Jenn Pishko.

Let us know what you think –> podcasts@crossfit.com

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Livestream CrossFit Podcast on CrossFit's Ad CrossFit is the Cure

LIVE: CrossFit Is The Cure (EP. 028)

By CrossFitHQ

On August 18, 2025

In The CrossFit Podcast

CrossFit’s new ad pulls no punches — but it’s only the starting point.

In this livestream, Jocelyn Rylee sits down with Matt Souza, Jenn Pishko, and James Hobart to respond to the ad together, unpacking what it means in the context of CrossFit’s mission to make the world a healthier place.

Whether someone is seeking to dominate their sport or improve their quality of life, CrossFit works. Our program can be scaled for anyone. But even in meeting people where they are, CrossFit requires hard work.

“CrossFit is for anyone, but not for everyone.” We own this adage because it is in the challenge of CrossFit that people come to understand what they are capable of, where true potential is unlocked, not just in terms of belief in ourselves, but in terms of our health and fitness — our degree of capacity and vitality for life.

“Tens of thousands of coaches around the world teach functional movement, nutrition, recovery, and resilience … They build relationships, and they track results.

This is what real public health looks like.” [CrossFit Is the Cure]

Let’s talk about what it all means. Buckle up. We’re Forging Elite Fitness.

Community Highlight

Elina Villemure was born in Bulgaria, adopted at 5, and grew up in Michigan chasing her brothers — on one leg above the knee, and one below.

She found CrossFit through Forging Youth Resilience, and after surgery left her in a wheelchair, she assumed training was off the table — until her school counselor said otherwise.

Her first Open? She did it from a wheelchair.

Now, at 20, Elina runs the Adaptive Athlete Experience — a traveling seminar that helps gyms better serve athletes of all abilities. She’s already hosted more than a dozen events.

“Whether or not I lose a leg or break a leg, I still have to adapt in the gym. The only difference is one is three months and the other is the rest of your life.”

Follow her story. And if you own a gym, consider bringing her in.

Know someone you think deserves to be highlighted? Nominate them here.

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