Mayhem Mission

Scope:

Cookeville, TN & Global

Project Length:

12+ Months

Overview

Mayhem Mission is the nonprofit arm of CrossFit Mayhem, founded by 10x CrossFit Games Champion Rich Froning. The organization exists to mobilize athletes—elite and everyday alike—to serve through generosity, global mission trips, and local outreach. With a global following and a strong brand rooted in faith and fitness, Mayhem Mission inspires people to give, go, and grow.

The Problem

Mayhem Mission was experiencing rapid growth—new interest from Mayhem-affiliate gyms across the country, increased demand for mission trips, and a desire to engage more athletes in meaningful service and generosity. As is common with expansion, the organization needed support to:

Make mission trips safer, more impactful, and scalable
Share opportunities and needs with a broader audience
Ensure partner organizations were well-vetted and aligned with the mission
Build backend systems to stay connected with participants and donors

These were the natural challenges of growth—not gaps in leadership. The Mayhem Mission team brought vision and momentum. They partnered with ATG to build infrastructure that could keep up.

The Solution

ATG partnered with the Mayhem Mission team to:

Build out a scalable trip model, including safety protocols, application processes, and consistent partner engagement—allowing the team to grow while maintaining excellence and impact
Design a chapter engagement framework to help affiliate gyms become local mission hubs, with clearly defined tiers of involvement and suggested rhythms
Strengthen internal systems for donor and participant communication through CRM development and list organization
Vet and structure partner selection to ensure funds raised were going to the most aligned and high-impact organizations
Align quarterly campaigns under a unified brand and story arc, building consistency and mission clarity across Mayhem for Freedom, Water, Mustard Seed, and other initiatives

All of this was done in collaboration with Mayhem’s leadership and staff—ensuring the values, authenticity, and voice of the brand remained central throughout the process.

The Impact

Mission trip participation more than doubled, with over 100 participants projected this year
Over 1,000 new donors were added through improved campaigns and donor systems
Volunteer involvement expanded as new pathways and opportunities were promoted across the Mayhem network
Internal clarity and systemization created capacity for future growth in chapters, trips, and campaigns

“ATG helped us build what we needed to keep growing—without losing who we are. Their team brought clarity, structure, and support in the areas we couldn’t tackle alone. Because of that partnership, we’re seeing more people give, go, and serve than ever before.”