Kingman CrossFit's 5-Year Forever Fierce Review

The Before: A Multi-Step Process That Wore Him Down

Chris has been involved with Kingman CrossFit for years — first as head of operations before eventually becoming an owner during the pandemic. Through all of it, he was handling the merch.

And the merch process was, in his words, "super super iffy."

It went like this: either find time to design something himself (which wasn't great), or search for an artist he liked, pay them for the design, request edits, send the final file to a local printer, coordinate production, and wait. Every single order was a multi-vendor, multi-week project that pulled him away from coaching, operations, and actually running the gym.

"It would take so long because I'd have to find an artist, make the art, make the edits, get it to printing — and then finally we'd get it in print."

This is an expensive way to run an apparel program even before you factor in the time cost. And for a gym owner already stretched thin, it's often the thing that gets deprioritized until it falls apart entirely.

The First Order: A Murph Shirt That Proved the Concept

Chris was skeptical. He'd seen the ads, gotten the DMs, received the emails. He finally agreed to try one order — a Murph shirt — just to see what happened.

"Matt knocked the design out of the park, obviously. And we sold more shirts in that one run based on the design than we had ever sold before in all of my time doing all the work."

One order. More shirts sold than any previous run. With a fraction of the effort.

That's a proof of concept you can't ignore. The shirts sold better not because Chris marketed them harder or ran a special promotion — they sold better because the design was better. And better design comes from working with someone who does this every day for hundreds of gym owners.

Five Years Later: What the Relationship Actually Looks Like

Five years in, Chris has a simple way of describing the experience: Matt never takes more than four to six hours to respond. Always. Either with a completed design or a heads-up that he's away and will respond by a specific time.

"I don't think Matt sleeps."

That kind of responsiveness matters more than most vendors realize. When you're a gym owner trying to time a launch around a competition, a fundraiser, or a seasonal moment, waiting days for a reply isn't just annoying — it costs you the window entirely.

Beyond communication, the Forever Fierce model covers the entire process: design, pre-order, and even the online store if you don't have your own. No website? No problem. The ordering infrastructure is handled.

"If you don't have a website, if you don't have a way to do pre-orders, he'll hang it out for you."

Planning That Matches How Gyms Actually Operate

One of the underrated parts of working with Forever Fierce long-term is the planning cadence. Chris now structures his apparel around spring, summer, fall, and winter drops — plus event-specific runs for fundraisers, competitions, and special occasions like Murph.

At the time of filming, he already had weightlifting shirts in production, a spring launch coming up, Murph shirts planned, and fall competition season on the radar. That's a real apparel program — not a one-off order when someone remembers to ask about merch.

This is what it looks like when apparel becomes a system instead of a task.

The Bottom Line for Gym Owners

"If you're still on the fence for working with Forever Fierce, you need to just jump over and take the plunge. This is the way of the future. No more do you have to worry about your merch. Matt does all the work."

Five years. Consistent results. More shirts sold on the first order than in all previous runs combined. A process so simple that a gym owner buried in operations can hand it off and trust it completely.

For gym owners who are overrun with training, management, and keeping the lights on — this is a no-brainer.