Cream City CrossFit CrossFit is unique in that it is a cooperative (co-op) that is 100% owned by its members. Under the co-op model, our gym is run by the athletes, for the athletes. Profits are reinvested back into the gym to provide better amenities for the members. This business model also allows us to offer coaching staff that is second to none. We have some of the best, most experienced coaches in the Milwaukee area! The primary focus of our coaching staff is to be engaged in every class and ensure our athletes are moving safely and efficiently every time they step into the gym.