CrossFit: un network per il fitness

Crossfit Inc is a brand that was created in California in 2000 and that started as a patented methodology of training which was mainly addressed to the US army. The patent lately turned into an effective brand, and it quickly spread all around the world. This dissertation analyzes CrossFit Inc. by focusing on its elements which refer both to the company’s structure and to the actual sport practice. First, the object of this document focuses on the networks, their structure, the functions and the common features. Secondly, the concept of fitness gets analyzed in detail by studying its history, its development and its current meaning, belief and practices. The last chapter focuses on CrossFit Inc, its history, the firm, the practice, the characteristics. Overall, what this study shows is that the marketing strategies used by the brand led to the creation of a new trend that has reached a worldwide success.