CrossFit co-owner uses NFL experience to grow business

Last edited 2:08 p.m., Sept. 15, 2015

Grant Wistrom is no stranger to competition.

A lifelong athlete and NFL Super Bowl champion with the St. Louis Rams, the co-owner of CrossFit Springfield keeps lessons learned from his sports career top of mind as he pushes company growth in a booming industry.

Speaking from Hilton Garden Inn this morning for Springfield Business Journal’s 12 People You Need to Know live interview series, Wistrom reflected on his professional football career and the trajectory that led him to become a small-business owner in Springfield.

The secret to his success? Besides talent, he points to a strong family foundation and a hatred of losing.

“I have watched and relived every loss that I’ve had,” said Wistrom, who donned his Super Bowl ring for this morning’s breakfast event. “I can’t tell you a reason why I ever won any game. The losses just seem to stick with me a lot more than the wins.

“I’d cut off my right arm before I’d lose.”

Wistrom keeps a laser focus on his current task, aiming to always be the best. In this way, he’s fostered a mindset that easily can be transferred to business.

“I never really felt I lost a game. I always felt time ran out before I could get the goal accomplished,” he said.

Money management was another important takeaway for Wistrom. He thanks his parents and advisers for helping him keep a rein on and invest the millions he earned in the NFL. For many players, he said, introducing so much money can be too much to handle.

“I think that’s where a lot of the guys that you see on TV get in trouble. They didn’t have a good foundation,” Wistrom said. “Money’s only going to make you more of what you already are. If you’re an idiot without money, you’re going to be a much bigger idiot with money.

“It’s really hard to fix stupid.”

The sixth pick of the 1998 draft, Wistrom signed a six-year, $12 million contract with the Rams. He went on to sign a six-year, $33 million contract - with a $14 million signing bonus - with the Seattle Seahawks. He collected $21 million over three years, but he was released in 2006 after Seattle opted to restructure his contract.

He moved back to the Midwest and “started to drink the CrossFit Kool-Aid.” About six years ago, he invested in CrossFit Springfield.

CrossFit Springfield, 1900 W. Sunset St., the first such gym in Springfield, according to Wistrom, started out with 15 to 20 members and now has grown to 550 to 600. Wistrom also has ownership in a second gym, CrossFit Springfield East, 2335 Chestnut Drive.

But, true to his nature, Wistrom welcomes the competition.

“I compare CrossFits to car lots,” he said. “There’s a reason why there’s six car lots in a row, so you can go check them all out and pick the best one for you.

“I know what we do and I know how well we do it. I want you to go to those other CrossFits, because when you step into our gym, you’re going to see a level of professionalism that’s not available in other gyms."