In the transformational economy, CrossFit charges almost as much but offers none of those perks. Instead, what you get is the promise that after three months of sweating in their stripped-down boxes (as CrossFitters call their workout spaces), you’ll become a radically different person. You’ll look different, for certain, but because of their emphasis on embracing challenge and pushing boundaries, you’ll stand a chance of acting and thinking differently as well. That’s a positive “transformation” that many are willing to suffer and pay a premium for.40
