In 2015, CrossFit reached a tipping point. The company had seen rapid growth in the US, but their EU affiliate numbers were quickly exceeding those in the United States.
As CrossFit’s popularity grew in markets outside of North America, it became clear the company needed to provide translated materials to support trainers and customers in their native, non-English languages. To keep up with its international growth, CrossFit needed to:
- Translate training materials into multiple languages
- Develop a company-wide translation and localization program
- Redesign their website to better align with their evolving mission
Initially, CrossFit leveraged in-house resources to support its multilingual content needs and translate information into three languages. However, it eventually became apparent continuing to manage increasingly complex translation needs in-house was not sustainable. By 2017, translations for CrossFit’s training guides, tests, registration pages, correspondence and online course offerings had expanded to 16 languages. As a result, CrossFit needed a solid partner to help them establish a scalable, long-term translation solution – enter Acolad.
Using CSA’s Localization Maturity Model (LMM), Acolad first assessed CrossFit’s localization state overall and determined it was at a “Repeatable” level, meaning it was beginning to formalize processes for core localization tasks and there was someone in charge of those tasks.
Then they evaluated CrossFit’s training department, which had done a phenomenal job with minimal in-house resources and determined it to be at the “Managed” stage according to the LMM. This meant the team was using consistent processes, and with the company having initiated a partnership with an external supplier, they would have the support needed to meet their growing needs and guide them through their localization journey.