RXBar's CrossFit Distribution

Peter Rahal shares how RXBar initially grew by leveraging CrossFit gyms as an innovative distribution channel.

"I was in CrossFit, and we saw a distribution channel emerge. It was very clear. I looked at Whole Foods and the traditional food retail list and had no idea how to get there. It was hyper competitive. I was like, 'How are we gonna compete?' Whereas CrossFit emerged - these gyms were popping up 2012-2013. No competition. You were not allowed on the shelf if you weren't paleo.

That was the perfect example of an uncompetitive market, a small market that was growing like crazy, that we could go build distribution in. We could make the product at home, so we just went for it. Once you burn the boats and jump off the bridge, you figure out how to fly.

I would just show up with Tupperware. There were little consumer insights, I'm like 'Hey, what do you think?' Then I built a relationship with the owner. I'm like, 'I would love to sell some product here.' Of course, they're good people. It starts there, and then the theory is - if it's gonna be successful at one CrossFit gym, why wouldn't it be successful across others?"