Consumers are more active than previously and are thus able to co-create a range of experiences with the organisation and members of the community. To date, the emphasis has been on individual influencers and not on the influence that can be exerted by the crowd, requiring a broader perspective in influencing, rather than focus on the individual influencer. One context where this is evident is CrossFit, a member-driven fitness and nutrition brand community that has both online and offline components. The chapter aims to illustrate the nature of these crowd influences based in the CrossFit context and provide a conceptual model that seeks to conceptualise and. We use the case of CrossFit to describe the phenomena of crowd influencing (moving within and between online and offline communities and its members), the process, reason and outcome of influence and how it has contributed to make CrossFit a global success story through co-creation and a heightened sense of community, generating brand loyalty. Future research based on this model are also presented.