Building a resilient community in Jacksonville with CrossFit Identity

Published On: October 21st, 2025
Last Updated: October 21st, 2025
13 min read

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CrossFit Identity fuels member connection and business growth with Zen Planner and SugarWOD.

When Brandon Wallin opened CrossFit Identity in Jacksonville, Florida, he wasn’t just starting a gym, he was building a space for transformation. What began as a personal journey toward better health evolved into a mission to help others find the same strength, confidence, and community that changed his own life.

CrossFit Identity stands out for one simple reason: it’s built on connection.

Brandon’s vision has always been to create a place where every member feels seen, supported, celebrated and where technology supports that mission, not complicates it.

From athlete to community builder

When Brandon inherited a second location, he faced inconsistent coaching quality, no structured onboarding, and a tangled system of 61 outdated membership options. Legacy systems created friction for both staff and members with manual billing, slow reporting, and uneven user experiences on older platforms made daily operations more complex than they needed to be.

Marketing tactics that once worked in the city didn’t resonate with the suburban audience, and manual outreach for missing-in-action (MIA) members became a time-consuming routine.

To overcome these challenges, Brandon focused on multi-location management, implementing structured SOPs for staff efficiency, and leveraging data-driven reporting to improve retention.

“When I took over Dynamo, the old owner had 61 membership options in Zen Planner. I had to sift through and clean all that up just to make it usable.” 

Brandon Wallin, Owner, CrossFit Identity

With limited time and growing member needs, Brandon began looking for a solution that could automate operations while preserving the human touch that made this community special.

How Zen Planner and SugarWOD power growth for CrossFit Identity

Brandon turned to Zen Planner and SugarWOD, both part of the Daxko family, to create a seamless ecosystem for gym management and member engagement.

Zen Planner’s gym management software automated the backend: From billing and attendance tracking to member communication, while SugarWOD enhanced the daily experience on the training floor.

“SugarWOD really changed how we communicate workouts and celebrate wins. Members love seeing their progress and cheering each other on, it’s the heartbeat of our community.” 

Brandon Wallin, Owner, CrossFit Identity

With Zen Planner and SugarWOD working together, CrossFit Identity gained:

  • Streamlined operations: billing, scheduling, and reporting managed in one place
  • Consistent communication: members receive automated updates, reminders, and milestones
  • Increased engagement: workout tracking and leaderboards foster healthy competition and belonging
  • Scalability: easy onboarding for new members and staff as the gym continues to grow

Results that go beyond the whiteboard

CrossFit Identity improved member retention, and business growth with Zen Planner and SugarWOD

Since implementing Zen Planner and SugarWOD, CrossFit Identity has seen stronger retention, higher participation, and measurable business growth.

  • 80%+ class check-in rate through integrated app features
  • Improved operational efficiency, reducing admin time by more than 10 hours per week
  • Consistent member engagement, with community posts and workout tracking driving daily participation
  • Simplified growth tracking, enabling Brandon to focus on coaching instead of paperwork

“Other than our lease payment, Zen Planner is the most important part of our business. It keeps everything running so we can focus on people, not spreadsheets,” 

Brandon Wallin, Owner, CrossFit Identity

A community built on celebration 

The culture in our gym thrives on encouragement. Every new personal record, every milestone — from first pull-up to first competition is recognized and shared. With SugarWOD’s milestone tracking and social features, members stay motivated and connected long after class ends. 

“Celebration is part of our DNA, Technology should enhance that, not replace it, and that’s exactly what Zen Planner and SugarWOD do.” 

Brandon Wallin, Owner, CrossFit Identity

Why it matters 

CrossFit Identity is more than a workout; it’s a reflection of what’s possible when passion meets purpose. By pairing a strong community ethos with the right technology, he created a fitness environment that grows with its members. You can follow his inspiring journey on his social media as well.  

“Automations like the MIA message save me so much time. Before, I had to run a report and have a coach follow up manually, now it’s just done,” 

Brandon Wallin, Owner, CrossFit Identity

With Zen Planner and SugarWOD, CrossFit Identity continues to build a stronger, more connected future, one rep, one member, one milestone at a time. 

Ready to power your fitness community? 

Empower your gym with Zen Planner and SugarWOD. Streamline operations, boost engagement, and grow your fitness business today. 

About the Author: Mike Wuest