I very much see it as Crossfit. The WoDs[1] cost $0 and the equipment cost is relatively trivial - you can get this stuff almost anywhere and do it on your own. However, membership at a Crossfit box[2] commands a huge premium due in large part to the social aspect.

At Crossfit or fitness events, you also hear athletes[3] introduce themselves as X from Y Box. I can't help but be reminded of when I hear religious people introducing themselves as X from Y Parish/Mosque/Synagogue. It can become a central part of your identity and one of the first labels you apply to your self.

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[1] That's Crossfit for workout of the day

[2] That's Crossfit for "gym"

[3] That's Crossfit for someone who does Crossfit