Why CrossFit Durst Is Transitioning to HWPO Affiliate Programming

At CrossFit Durst, we believe that if we’re asking our members to invest in coaching, learning, and personal growth, we need to hold ourselves to the same standard.

That’s why continuous education and professional development have always been a priority for our team.

This past weekend, Coach Kirsten and I attended the Two-Brain Business Summit, where we had the opportunity to learn from some of the leading minds in the fitness industry. Events like these allow us to step back, evaluate what we’re doing well, identify areas for improvement, and ensure we’re providing the best possible experience for our members.

Why Coaching Matters—Even for Coaches

For the past five years, I’ve personally invested in business coaching.

Just as athletes benefit from having a coach to provide accountability, guidance, and an outside perspective, gym owners and coaches benefit from the same process. Great coaches don’t simply tell you what you’re doing right—they help you identify blind spots, challenge your thinking, and push you toward a higher standard.

Whether it’s fitness, nutrition, business, or life, coaching accelerates growth.

That philosophy has played a major role in shaping CrossFit Durst and the decisions we make for our members.

Learning From Some of the Best in the Industry

One of the highlights of the weekend was spending time with the leadership team behind HWPO (Hard Work Pays Off), including fellow Canadian Michele Letendre and former NCFit programmer Frankie Rosse.

We had in-depth conversations about what makes programming successful in a CrossFit affiliate environment. Topics included:

• Long-term athlete development
• Member retention and enjoyment
• Strength progression
• Conditioning development
• Coach education
• Scalability for all fitness levels
• Creating sustainable fitness results

These conversations reinforced something important: effective programming isn’t about creating the hardest workout possible. It’s about creating a system that helps people make consistent progress for years.

Why We Chose HWPO Affiliate Programming

After learning more about the HWPO Affiliate Program, we were excited by how closely its philosophy aligns with our own.

The programming incorporates many of the strengths we’ve appreciated from both NCFit and Mayhem over the years while maintaining a clear focus on helping everyday athletes become stronger, fitter, healthier, and more capable in daily life.

What stood out most was the balance between:

Structured Progression

Members will see clear progressions in strength, skill development, and conditioning rather than simply showing up for random workouts.

Exceptional Member Experience

The workouts are designed to challenge athletes while remaining accessible and enjoyable for a wide range of abilities.

Long-Term Sustainability

Fitness is a lifelong pursuit. The goal isn’t just to help members perform well this month—it’s to help them continue improving for years to come.

Coach Development

Perhaps most importantly, HWPO places a significant emphasis on developing coaches.

The better our coaching team becomes, the better experience our members receive. Access to ongoing education, resources, and support allows us to continue improving our ability to teach, coach, and guide every athlete who walks through our doors.

What This Means for CrossFit Durst Members

Beginning June 15, CrossFit Durst will officially transition to HWPO Affiliate Programming.

While members can expect some changes in workout structure and progression, our mission remains exactly the same:

To help people live healthier, stronger, more confident lives through expert coaching, effective programming, and a supportive community.

This transition is not about chasing trends or changing for the sake of change. It’s about continuing to evolve, learn, and invest in the best possible experience for our members.

Our Commitment Moving Forward

At CrossFit Durst, we will never stop looking for ways to improve.

Whether it’s investing in coach education, attending industry-leading events, refining our systems, or evaluating programming, our goal is always the same: provide our members with the highest level of coaching and support possible.

We’re excited for this next chapter and look forward to helping you continue making progress both inside and outside the gym.

Thank you for trusting us with your fitness journey.

Written by Jacqui Veino
Owner, CrossFit Durst
CrossFit Level 2 Trainer (CF-L2)
Precision Nutrition Level 1 Coach (Pn1)