At Crossrope, a fitness company specializing in weighted jump ropes, fostering a strong, value-driven culture is just as important as delivering a great workout experience. With a hybrid team spread across Raleigh, Toronto, and remote locations, maintaining connection and alignment posed a unique challenge. When CEO Dave Hunt first implemented HeyTaco in 2018, the goal was clear: find a tool that could seamlessly integrate their core values into daily team interactions.
Reinforcing core values in everyday work
Crossrope uses custom taco tags to align every shoutout with one of their eight core values. Recognition isn't just a feel-good moment — it's a signal of what matters at the company.
"Everyone understands that HeyTaco equals core values recognition. It's not only a shoutout — it's a way to highlight what makes us who we are as a company."
Paige Kelloway, Culture and People Manager at CrossropeEmployees don't stop at one tag either. They often stack multiple value tags on a single taco, pairing meaningful ones with creative, fun additions. This consistency has turned HeyTaco into a powerful vehicle for reinforcing what matters most at Crossrope — their shared principles.
Empowering peer-to-peer recognition
What sets HeyTaco apart at Crossrope is how recognition flows in every direction — not just top-down. Anyone can give tacos to anyone else, from acknowledging a teammate's behind-the-scenes contributions to celebrating cross-departmental wins. This inclusive peer-to-peer model strengthens relationships across the team and fosters a culture where everyone feels seen and valued.
Connecting a hybrid team
For a team spread across multiple cities and time zones, visibility into what others are working on can be limited. HeyTaco acts as a virtual water cooler for recognition — and has become an indispensable tool for bridging the physical gaps of hybrid work.
"I'll see a shoutout and think, 'Wow, I didn't even know those two were collaborating!' It's been amazing to see the connections and achievements that might otherwise go unnoticed."
Paige Kelloway, Culture and People Manager at CrossropeMaking recognition fun and engaging
Recognition at Crossrope is meaningful, but it's also genuinely fun. Taco bars, taco power hours — a special hour where managers and employees flood the channel with recognition to boost morale during peak busy periods — and taco-themed company events have become cultural touchstones. The annual Core Values MVP award, determined by HeyTaco data and celebrated with a giant foam taco hat, is one of the most anticipated moments of the year. It's a symbol, as Paige puts it, of "an amazing culture champion." These creative practices make recognition something the team looks forward to — reinforcing gratitude in a way that's uniquely Crossrope.
A tool that's become part of who they are
"HeyTaco is a core piece of Crossrope. It empowers our team, connects us across locations, and makes recognition fun. If we ever stopped using it, I think we'd all feel like something was missing."
Paige Kelloway, Culture and People Manager at CrossropeSince 2018, HeyTaco hasn't just been a tool at Crossrope — it's become part of the culture itself. Gratitude isn't a program they run. It's how the team works.