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Because they are generally no frills, bare-bones gyms. Essentially a rectangular room (a box) with a bunch of training equipment. No TVs, no saunas, no massage chairs, no aerobics studios etc. I imagine that someone came up with the term "box" and it caught on because it sounds "cool" and easily identifies you as a CF'er if you train at a "box".
Yeah, but of course, the ironic thing is that it's supposed to be gritty and no frills... but it's full of professional, upper-middle class yuppies. Those are pretty much the only people that can afford to drop $150+ per month fees.
Like so many other things, it's a manufactured image.