“Our goal was to have an animated show opening that matched the standard set by the objective of the CrossFit Games–to find the fittest people on Earth."
Challenge
In 2011, CrossFit was looking for a way to expand its competition and viewership. The Games had been held in Aromas, Calif., since 2007 with about 70 athletes competing for the “Fittest on Earth” title and 150 spectators.
Solution
CrossFit approached SMT to determine how a scoring system could be created that would not only feature a competition with many unannounced, “surprise” events in a small span of time but also be entertaining for viewers on-site and watching the broadcast or stream. Since its beginning, CrossFit has boasted of its Games’ programming as “Unknown and Unknowable.” SMT provides a 20-person team onsite to execute CrossFit’s on-the-fly decisions and format changes.
SMT developed the first official timing and scoring services for CrossFit competitions and, in 2012, was named its official design firm. Since then, SMT has expanded our products and services to include, in addition to our comprehensive broadcast package, in-stadium video board production and data integration, interactive talent touchscreens for the studio, web feeds, on-site direction, Commentator Information Systems and CCTV.
In 2014, SMT’s creative division, then known as (n+1) design studio, concepted and created the CrossFit Games show opener, which was featured on ESPN’s broadcasts of the Games.
Results
CrossFit has upgraded the competition, the look and the location of its Games, growing into a multi-day, festival-style event at Alliant Energy Center in Madison, Wis. Interest and participation continued to grow throughout the years, rising from 69,000 in 2012 and reaching a peak of 415,000 participants in 2018. SMT has adapted and supported the CrossFit every step of the way.
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“For 2014, one of our major goals was to have an animated show opening that matched the standard set by the objective of the CrossFit Games–to find the fittest people on Earth. Using universal imagery that simultaneously applies to the core CrossFit community as well as the newly interested, the team at [SMT] (n+1) design studio created a bold, explosive and definite illustration of the journey these amazing athletes make to reach the pinnacle of their sport. In short, they dead-on nailed it.”