08.08.2025 10:43
Unbroken CrossFit Competition
Unbroken is a Finnish CrossFit-competition with international recognition, bringing together top-tier athletes to test their strength, endurance, and overall performance. The event is built around multi-discipline CrossFit-inspired workouts and is licensed as an official CrossFit-certified competition. The competition director is Jukka-Pekka Peltonen, also known as the CEO of CrossFit 8000.
All Tools in One System
When selecting a system for event management, Unbroken’s competition director Jukka-Pekka “Jukkis” Peltonen chose WisePlatform Event because it brings all essential tools together. Large-scale and multi-phase sports events like Unbroken require a platform that supports planning, communication, and real-time management — without unnecessary complexity or fragmented apps.
Peltonen knew from experience that the more systems are involved, the more time and effort is spent syncing them. A single unified platform was not only logical but necessary to streamline daily operations.
“Having everything operate through the same system simplifies the business significantly and makes daily work more efficient. We previously used several tools, which caused extra hassle and slowed down processes. Now that everything is in one place, managing the whole event is much easier,” Peltonen explains.
In WisePlatform Event, all core tools — website, marketing, sales, and financial management — are built to work together seamlessly, eliminating the need for integrations. A unified platform reduces errors, saves time, and enables smooth data flow across all areas. With event operations manageable from a single dashboard, the competition director can focus on what matters most: delivering a high-quality and impactful event.
Jukka-Pekka Peltonen, Competition Director of Unbroken and CEO of CrossFit 8000
Initial Hesitation Was Proven Unnecessary
The main barrier to change was uncertainty about how the transition would affect the website and customer experience. Because of these concerns, the old setup initially felt like the safer option, even with its limitations. Letting go of familiar routines was difficult, but the result exceeded Peltonen’s expectations.
“Our biggest worry was that our existing website would suffer during the transition. We were concerned about how it might impact our brand image and customer experience. But these worries turned out to be unnecessary — the transition went smoothly, and the end result was even better than before,” Peltonen praises.
Once the website’s design and functionalities were integrated with the rest of the system, the customer experience became more streamlined. At the same time, the internal workload decreased: event management, registrations, and communication were centralized in one place without the need for multiple separate tools. This reduced manual work and the risk of human error while ensuring consistent and up-to-date brand communication.
Saving Costs with a Built-In Ticketing System
One of Peltonen’s most important tools within WisePlatform Event is the built-in ticketing system. All ticket sales data flows directly into the CRM, and Unbroken avoids paying extra fees to external ticketing services.
“Selling tickets directly through the same system brings value both to us and to our customers. The best part of having our own ticket sales system is that we no longer have to pay extra commission to third-party ticketing providers — this offers real savings and more control over the event,” Peltonen notes.
With WisePlatform Event, ticket sales performance can be tracked in real time. Up-to-date information on participant numbers helps estimate total attendance during the sales period and enables more efficient marketing efforts when needed, such as increasing visibility for ticket sales.
"The best part of having our own ticket sales system is that we no longer have to pay extra commission"
Jukka-Pekka Peltonen - Unbroken
At the Heart of Everything: CRM
In an event like Unbroken, a well-functioning CRM system is essential. It collects information about spectators and athletes without mixing the two groups, allowing targeted marketing and communication tailored to each audience.
“The CRM provided by WiseNetwork has been exceptionally good and has met all our expectations. The core of WisePlatform is its CRM, which gathers all essential data — customer information, registrations, and other critical records — in one controlled place. This makes customer relationship management easier and provides valuable insights for decision-making,” Peltonen summarizes.
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