July 30–31, 2025 | Marriott Albany, NY
As CrossFit affiliate owners and coaches, we’re in the business of transformation—both in our athletes and in our communities. But building a thriving affiliate takes more than just programming killer workouts. It requires leadership, systems, mentorship, and the right tools to grow a business that lasts. That’s exactly what the 2025 CrossFit Owners + Coaches Conference (CFOCC) is all about.
Whether you’re heading to Albany to sharpen your coaching skills, scale your affiliate, or build better systems for your team, this conference is designed to meet you where you are—and elevate every aspect of your gym.
Why the CrossFit Owners + Coaches Conference matters
CFOCC isn’t just another industry event. Hosted by CrossFit HQ, it’s a highly curated, two-day experience created specifically for affiliate owners, managers, and coaches. With hands-on learning, peer networking, and presentations from CrossFit veterans and business experts, it’s built to help you:
- Grow your gym with real-world business strategies
- Strengthen your team with leadership insights
- Level up your coaching and athlete experience
- Reignite your passion for this mission-driven work
Bonus: earn up to 14 CEUs
If you’re a CF-L3 or CF-L4, attending the full conference qualifies you for 14 Continuing Education Units—an investment in both your professional growth and credential maintenance.
Choose your track: customizable learning for your affiliate’s needs
One of the biggest advantages of CFOCC 2025 is the ability to choose your own adventure. You can stick with one track or move between all three to gain well-rounded insight.
Business track
Grow your affiliate, improve operations, and lead your team with clarity and confidence.
Perfect for owners and managers, this track covers operations, leadership, marketing, retention, and systems—everything you need to run a smoother, more profitable affiliate.
Coaching track
Deepen your understanding of CrossFit’s methodology, movements, and nutrition prescription.
Ideal for coaches looking to level up, this track includes hands-on coaching sessions, programming insights, and applied methodology to increase your impact on the floor.
Partner activation track
Explore the best platforms, products, and partnerships available to affiliates.
This track offers interactive demos and workshops with trusted CrossFit partners, showcasing real tools that can make affiliate operations easier and more effective.
Must-see: Keynote by Calley Means
“The Frontline of America’s Health Revolution — Why CrossFit Matters More Than Ever”
Calley Means, co-founder of Truemed and New York Times bestselling author of Good Energy, is bringing a powerful message to Albany. His keynote will explore why CrossFit affiliate owners and coaches are uniquely positioned to fight the chronic disease epidemic—not with prescriptions, but with purpose.
“This keynote is a rallying cry for anyone ready to take bold, local action to fix what the system has failed to solve.”
Highlights: What your two days will look like
CFOCC is structured to keep you learning, moving, and connecting:
- Business Talks & Coaching Clinics led by CrossFit HQ staff, Seminar Staff, and industry experts
- Interactive Product Workshops showcasing tools for gym growth and efficiency
- Workouts with Seminar Staff, Mayhem, & PRVN at local venues (transportation included)
- Happy Hour + Albany Warehouse District Social
- Exclusive Access at the Games: Affiliate Lounge, appreciation party, swag bag, owner-only workouts
Sessions you don’t want to miss
Whiteboard to Wallet: Real-World Strategies for CrossFit Growth through AI & Automation with Mike Wuest
This tactical session led by Mike Wuest, Head of Marketing at Daxko Zen Planner & SugarWOD, covers 13+ strategies to generate leads, improve retention, and streamline operations using automation and AI. You’ll walk away with plug-and-play templates and real examples you can launch in your gym immediately—without losing your CrossFit identity.
Affordable and Effective Tools for Prospecting with Daniel Chaffey
Founder of CrossFit Louvre and the French Throwdown, Chaffey shares the tools and mindset that helped him build multiple thriving affiliates. Learn how to grow your team, scale sustainably, and lead with long-term vision.
Deliberate Weightlifting Practice: Virtuosity in Action with Graciano Rubio
Strongman and CrossFit coach Graciano Rubio teams up with Rochet to help coaches see, teach, and correct the Olympic lifts. Expect hands-on practice, role-play, and movement breakdowns to improve your coaching eye.
Push, Pull, Hang: Gymnastics Tools Every Coach Should Use with Pamela Gagnon
Learn how to cue, correct, and connect with athletes of all levels through small-group coaching and real-time feedback. Gagnon’s session is ideal for coaches looking to level up their communication and movement strategy.
Beyond Group Class: Lessons from Scaling to $100k a Month with Oskar Johed
Multi-affiliate owner and Two-Brain mentor Oskar Johed shares what’s worked—and what hasn’t—after a decade of affiliate ownership. Get practical insights into evolving your business model for better profit and performance.
Affiliate Mastermind: Reflect, Connect, Elevate with Jenn Green
A CF-L3 and mastermind behind CrossFit’s Affiliate Roundtables, Jenn Green will show you how to build stronger teams, improve communication, and create a culture of growth inside your gym.
How Reseach Continues to Support the CrossFit Methodology with Dr. Tom McCoy and Jenn Pishko
Explore how science continues to validate the CrossFit methodology. Dr. Tom McCoy and Jenn Pishko—co-founders of Chagrin Falls CrossFit and the CrossFit Medical Society—will share recent research and practical strategies to help your affiliate serve as a true Health Home in your community. Learn how to integrate lifestyle-driven care into your gym and elevate your impact on long-term health.
Who should attend?
This event is ideal for:
- Affiliate Owners ready to scale operations while staying rooted in CrossFit methodology
- Managers & Leaders who want consistency and buy-in across teams
- Coaches at All Levels eager to refine their craft and grow their careers in CrossFit
Pro tips to maximize your experience
- Arrive early: for the Tuesday welcome happy hour—networking starts before the sessions do.
- Bring your team: It’s a team-building opportunity, not just a solo growth play.
- Switch tracks strategically: Choose your learning based on your goals for Q3–Q4.
- Engage with partners: Visit booths to discover tools (like Zen Planner + SugarWOD!) that can streamline your gym.
- Attend the workouts: Experience coaching at the highest level—and bring ideas back home.
It’s not just about learning—it’s about leveling up
CrossFit gyms thrive when their people do. Whether you’re a veteran owner or a first-year coach, CFOCC is built to sharpen your skills, clarify your vision, and fuel your fire. It’s more than just a conference—it’s a catalyst.
Don’t just attend. Activate. Learn. Grow. Lead.
See you in Albany. 👊