In 2007, Steve Jobs made an announcement that would forever change the course of the Apple brand.
That thing you have in your hand, maybe the thing on your wrist, or even in your ears, might be apple products. When you went searching for them, you weren’t searching for a computer. You were searching for a phone, a watch, or ear buds. Had you searched “computer” you wouldn’t have found these items.
At the Macworld Expo in 2007, Jobs announced they were changing the name of the company from Apple Computer Inc, to Apple Inc. The dropping of the word “computer” would allow them to broaden their products and services beyond just computers. The concept of the computer was anchored in the past, the future, would be about much more than just computers… as we all know now.
This is currently the exact same way I feel about my business. Albeit on a much smaller scale, the idea is the same. Since 2011 we have been CrossFit Rampage. An exercise program built on group-based classes focused on high intensity training. I truly believe that by keeping our name as CrossFit Rampage, we’re limiting ourselves to only being seen as group-classes that do high intensity training. When Apple dropped “computer” from their name, they didn’t stop making computers, in fact, they continued making some of the best computers on earth. It’s 2024 and I’m typing this blog on an apple computer.
Rampage isn’t going to stop doing CrossFit or having group classes. In fact, our group class experience is probably one of the best you’ll find in Middle Tennessee. We’ve continued improving it year over year, for a decade. If group fitness is your jam, you’d love our classes. It’s truly a different experience than the CrossFit of the 2010’s.
We’re not going to limit ourselves to being only a gym that does group classes. Our personal training service provides the individual attention and accountability that no group class ever could. Our nutrition coaching program will help you transform your health and body image more than high-intensity-group-fitness will. Our specialty classes for new moms, for kids, and for specific categories of exercise (i.e. strength specific, cardio specific) greatly benefit people looking for specific exercise, likely not CrossFit.
Becoming RAMPAGE allows us to broaden our service offering as well as our reach. We’ll be able to help more people in the Middle Tennessee area, as we won’t be limited by people just searching for CrossFit.
Apple dropped “Computer” and became the greatest technology company in the world.
Rampage dropped “CrossFit” and we too are aiming to achieve great things.