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The Hustle

Name: Lindsay Alvestad (CrossFit9)

CrossFit9 is one of the "OGs." Founded in 2008, it came along before CrossFit or (St. Pete, for that matter) was cool. As one of the most steadfast residents of St. Petersburg's Warehouse Arts District, CrossFit9 is a unique space where patrons across all walks of life come together to sweat it out. From educators to blue collar truck drivers, to police officers and entrepreneurs, CrossFit9 is a place where bridges are built. Alvestad has worked tirelessly to make sure that's the case. She and her team honor CrossFit's roots in the military and first-responder community through two annual events, the Santa Slam Charity Toy Drive, which collects toys for the St. Pete Fire Dept, and Memorial Day Murph, whose proceeds go to Team Red White & Blue, a veterans organization in Tampa Bay. Alvestad wears many hats in her role as co-owner and manager of CrossFit9, including resident community-builder, chief story-teller, and coach extraordinaire. As a lover of local business, on any given day, she can usually be found in the gym with a Made Coffee or Mother Kombucha in her hand, and her fearless four-legged companion, Kilo beside her.

Years in St. Pete

8 - before it was "cool"! :)

Hustle (job)

Co-Owner & Manager of CrossFit9.

What do you do?  

Administration, marketing, customer happiness, and pet all of the many, many CrossFit9 dogs!

Why do you do it?

The ripple effect is real! I have the privilege of enabling people to take ownership of their health, and I watch their newfound confidence spill over into their relationships, careers, and our community. I'm like a proud mom-- it gets me choked up!

What was your Catalyst? (How did you get started?)

I'm lucky enough to have inherited business partners (Steven Ashton and Zack Ola) who already had a business built on a lot of passion. I created my job by turning that vision into actionable steps, and telling the CrossFit9 story along the way.

What’s a common misconception or unknown aspect of what you do?

A common misconception is that we just work out all day. That could not be further from the truth.

What’s the most challenging part of your Hustle?

I have to wash a LOTS of spandex. An unreal amount of sweaty clothes.

What’s the most valuable piece of business advice/insight that’s helped you?

Publish > Perfection, from the wonderful Andi Graham, someone I very much look up to. I'd never get anything done if I didn't set myself a deadline, take a deep breath, and hit publish.


What is one tool you use every day?

Ha! My staff will tell you I won't shut up about Trello. Don't get me started.

How makes the fitness community in St. Pete different?

In this town, we like fusion-- and that's healthy. You'll find my CrossFitters in rec leagues, yoga classes, road races, martial arts, and vice versa. St. Pete likes to play.

What makes doing business in St. Pete different?

I love the cross-section of people. Every person who comes into our gym has a different background than the last. We're really lucky to have a nice dose of diversity while maintaining a small-ish town feel.

What’s on the horizon?

Our annual Memorial Day community fundraiser for Team Red White and Blue. 100% of proceeds will directly benefit military veterans right here in St. Pete. Oh yeah-- and we're celebrating TEN years in business this fall. (That's pretty old for a CrossFit gym!)

Anything you wish I would have asked?

About our neighborhood! We're an odd duck in St. Pete's Warehouse Arts District, but we've called it home for eight years now, and we couldn't be prouder of our quirky, amazing home. (If you haven't taken a Second Saturday ArtWalk, you should!)

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