New Look, Same Incredible Community

Introducing you to a new Wolfe Den CrossFit Brand identity and era.
Natalie Rixon
November 7, 2022
New Look, Same Incredible Community

New look

Introducing you to a new Wolfe Den CrossFit Brand identity and era. Over the last few months, we have been working behind the scenes to recreate something that felt a little more like us, something fresh yet masculine and one that reflected the gym's culture.

With this, the gym exterior will be painted and signage changed this week. Many of you may have already noticed this logo drop on a few elements but we can't wait to hear how you feel about it rolled out across the board. We also updated our brand values - check them out below.

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Brand values

At Wolfe Den we believe in building elite habits. This means striving to be the very best version on yourself and working on that commitment everyday. We are focused on 4 main domains, and they are the forefront of all our decisions:

Wolfe Den Family

Community is at the heart of all we do, and we believe in creating a positive family-like environment. We hold great importance in being inclusive, free of judgment and ridicule.


To build daily elite habits, discipline is a key factory. It is doing what you say you will do and striving to do it as well as you can.


Life can be hard, and we strive to create a fun and entertaining environment so nothing is taken too seriously, and Wolfe Den can be everyone's “happy place”


no matter what our goal, safety is our number one priority to ensure everyone is moving without pain or risk to others. Everyone that walks through our doors is responsibly for not only their safety but of those around them.  

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