This year marks our 50th anniversary as an independent, women-owned, full-service advertising agency. Our independence affords us great power and freedom in how we approach our business and engage with our clients, and we never take it for granted.
In this spirit, each week in January, we’re taking a close look at other brands and business owners that are striking out on their own and creating change in their fields. This week, we feature Girls Gone Rx, a company that organizes all-female competitions in the CrossFit community in the U.S., and through a growing network of affiliates, internationally too.
It all started with a crazy idea. In 2012, Lindsey and Kris Marcelli envisioned hosting an event that would empower women and bring them together to support a common cause—breast cancer awareness and education. Just a couple years before, Lindsey’s mother had completed surgical and radiation treatment for breast cancer.
At the time, the Marcellis owned CrossFit Eminence in Thornton, Colorado, which they started together after their service in the U.S. Army. The first event was a success. More than 80 all-women teams of three raised money leading up to the event, then competed in cardio, weightlifting and gymnastics events at the gym.
Come 2013 and 2014, other gyms were contacting the Marcellis, asking about hosting similar events. At the time, there weren’t a lot of all-female competitions at CrossFit, even though more women were practicing the fitness regimen. Lindsey Marcelli energetically assumed the logistics and that year ran five events at other gyms. In 2015, the Marcellis ran 15 events. In May of 2019, they sold the gym and devoted all their time to running Girls Gone Rx events across the country.
The formula is much the same now as it was in the beginning. A portion of each team’s registration fees benefits Bright Pink, a nonprofit organization that empowers women to know their risk for breast and ovarian cancer and manage their health proactively. Before the event, teams also fundraise, as this effort makes up a portion of their overall score. All teams receive prizes from carefully curated sponsors, with the winners’ set being more exclusive.
In 2019, Girls Gone Rx raised $170,000 for Bright Pink through 30 events across the U.S. This year, the Marcellis aim to raise $200,000. They’ll run a similar number of events, with a new twist of two-person teams, and incorporate retail into their business model through a partnership with the Femme Royale Movement.
Girls Gone Rx is an energetic and social brand that promotes a community of fitness and health awareness. We think it’s a brilliant brand, and we believe in what it’s doing in the world. Check it out and find an event near you.
Vladimir Jones is Colorado’s original independent, integrated advertising agency, with offices in Denver and Colorado Springs. We believe in brilliant brands and love making the world love them as much as we do.