Designing for Attention: How CrossFit Builds Product for Community-Led Growth | Ben McAllister, CPTO

In this episode, we’re joined by Ben McAllister, the Chief Product and Technology Officer at CrossFit, and one of the most thoughtful product leaders I’ve had the pleasure of speaking with.

Ben’s path is anything but linear: with a degree in physics, a short stint in consulting, and time spent as a creative director at a design agency before moving into senior product roles at Under Armour. Now he’s shaping one of the world’s most iconic fitness ecosystems.

In this episode, Ben shares:

• Why attention is the ultimate currency in product design, and how to design for the “spotlight” versus the periphery.
• The “Infovore” Advantage: Why the best product leaders borrow ideas from outside the tech world; and
• How to build a cohesive product strategy for a complex, decentralized network like CrossFit’s global community of affiliates and athletes.

Links

LinkedIn: https://www.linkedin.com/in/mcallister/
X: https://x.com/benmcallister?lang=en
CrossFit: https://www.crossfit.com/

Resources

The Age of the Infovore: Succeeding in the Information Economy (https://tylercowen.com/dd-product/the-age-of-the-infovore-succeeding-in-the-information-economy/)
On the Origin of Stories (https://www.hup.harvard.edu/books/9780674057111)

Chapters

00:00: Introduction
00:41: Ben's non-linear career path: From physicist to product leader
03:23: The "infovore" mindset in product management
06:00: Storytelling, juxtaposition, and the science of learning
08:48: Designing product for attention
12:00: Why product leaders shouldn't ignore marketing
15:10: CrossFit's origins as an internet-native brand
19:44: What is the CrossFit Open?
24:37: Conclusion

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