From 2014 to 2016, Crush grew from a workout program written at 3AM on a laptop, to:
"It was 3AM and I couldn't sleep. I knew so much about fitness and I knew that I wanted to help people. I just didn't know where to start. I figured I would write a book that would make working out easier, more fun, and less intimidating. I opened my laptop and (with no direction) started typing. I called it Crush, because that's what we called it. I didn't know that what I was about to write would change my life forever."
October 28, 2014, 3:00AM
Crush was founded in 2014 by internationally published fitness cover model, powerlifting state record holder, former collegiate athlete, and professional personal trainer: Ben Williamson.
Crush was built on workouts, community, and positivity. Ben hated the negative attitude of the fitness industry and the gimmicks sales techniques used to push workout programs onto beginners. He set out to change it.
Ben's original guide (Crush60), consisted of a three phased approach to total body fitness. The unique structure of the workout program focused on rep-schemes and rest times, making it accessible to almost anyone.
In his first month, he sold 9 workout programs. Today, Crush workouts have been featured on, and reached:
INTERACTIVE WORKOUT PROGRAMS
HOURS OF INSTRUCTIONAL VIDEOS
MAKE THE WORLD A HEALTHIER PLACE.
"I started to realize that we had something special. Crush finally started taking some direction. We finally had a purpose that extended beyond the walls of the gym. Crush (for the first time) felt like it was bigger than me. Crush was a movement, and I knew I couldn't do it alone. I needed help, and fast."
May 19, 2015, 6:00PM
Poughkeepsie, New York
After seeing so much success out of the gate with his workout programs, Ben knew he needed help. He flew to Louisiana and convinced his friend Donovan Blakney to move home with him that weekend. They packed what they could fit in his car, and the two drove 18 hours home. Work started that night.
He then reached out to a girl dubbed "Aubernutter" on social media and explained his vision. Without hesitating, she was in. Her name is Aubrey Nolan.
Ben and Aubrey met up in NY and constructed a plan to take Crush from a 3AM idea to a movement. Ben loved her focus on mental health and the importance of creating a sense of community for everyone and everyone involved. She cared about people and dedicated her life to helping them. The two set some ground rules based on their experience in the fitness industry, before pressing the pedal to the floor. These simple rules became the foundation on which Crush was built:
RULE NUMBER 1
Never stop helping people.
RULE NUMBER 2
Never pressure somebody into buying something they do not and will not ever need.
RULE NUMBER 3
Never make our customers, or anybody on our team feel like a number.
TAKE IT TO THE STREETS.
December 30, 2015, 5:00PM
Built on the backbone of the Crush workout series, the first Crush Fitness center was born. In the heart of Downtown Milwaukee, The Crush Fitness Center is home to customers of all experience levels, starting points, and goals.
The Crush Fitness Center played a crucial role in the development and growth of the content creation and interactive side of The Crush Workout guides. Ben hired Garrett Van Auken to run the facility based on his 20+ years of experience and multiple degrees in the field. Garrett's input on training philosophy and experience working with professional athletes (and moms alike), was a perfect fit for the "come one, come all" mentality at Crush.
With the fitness center open and running, we set our sights on more, and challenged ourselves to think bigger:
Same mission, different method:
CHANGE THe WORLD.
The Crush World Workshop.
Backed by major retailers and sports nutrition sponsors, The Crush World Workshop was a series of team-building workshops hosted across three major cities by Ben Williamson and Aubrey Nolan. The goal of the world workshop series was to bring like-minded people together, discuss the importance of mental health, share stories of victory & failure, sweat a little, and create relationships that would last a lifetime.
We start each workshop off by circling up and passing around a microphone. We ask participants one simple question:
Why did you start working out?
The answers to this question have changed our lives forever, and have helped shape Crush as we grow. We quickly learned that it's not about us. This series is not about self-promotion and showcasing our brand.
Simply put, the world workshop series is about bringing people together.
October 1, 2016, 9:00AM
Crush was growing, and the company was setting itself up to take the fitness industry head-on, but in a new direction. Development of a workout app begun, and the girl from the internet named Aubernutter was making the move from New York to Wisconsin.
Aubrey took over the direction of our affiliate team, and got to work setting Crush up for success on social media. We gathered, filmed, and produced new content for a new website and direction.
A NEW DIRECTION
Crush was expanding, and we had our sights on something special.
May 5, 2017, 4:00PM
With years of experience in the supplement industry, Crush founder Ben Williamson and his team spent two years formulating, flavoring, and perfecting Crush Supplements from the ground up. After moving their operation to a new facility in Sussex, Wisconsin with room to warehouse and inventory the new product, Crush Supplements were ready, and were launched on May 5th of that year.
The focus of Crush Supplements? Transparency. Crush made it their mission to develop high quality products that their (mostly beginner) customer base could trust.
Important R&D Testing
(wine glasses optional)
A / B Flavor / Color Testing
Mailing over 50,000 customers free samples before launch (by hand)
The first Supplement order
Crush Fit is an internationally recognized total fitness provider with customers in over 100 countries. Our mission is to help make the world a healthier place by providing responsible and effective products to customers of all experience levels.
Together, we are changing the way the world perceives health and fitness, and we challenge you to look yourself in the mirror and demand more. Whatever your journey to the top looks like, we're with you every step of the way.
REMEMBER WHY YOU STARTED.
What Crush has taught us is that it's not always about what you do, what you sell, or how you sell it. Life at Crush is about a vision at 3AM on a sleepless night. The dream of creating something that can change just one life for the better.
Life at Crush is a reminder that no matter how big, scary, or wild your dreams may be; they are within reach if you can find the right people to chase them with.
Alone, we really were just some crazy 23 year old kids who actually thought they could go out into this world and make a change.
Together, we did. Together,