Branded Fitness Regimen: CrossFit
CrossFit, LLC, a titan in the fitness and sports industry, emerged from the minds of Greg Glassman and Lauren Jenai in the year 2000. For over two decades, this fitness regimen has carved a unique path, establishing itself as a globally recognized brand. Headquartered in the picturesque city of Santa Cruz, California, CrossFit's influence extends far beyond its origins, serving clients and enthusiasts worldwide. Its official website, crossfit.com, stands as a testament to its pervasive reach.
At its core, CrossFit is a fitness philosophy built upon the principle of constantly varied functional movements executed at high intensity. This approach, developed by Greg Glassman, was officially established as a registered trademark by CrossFit, Inc. The company has been lauded as the largest fitness chain on the planet, boasting an impressive network of approximately 10,000 affiliated gyms spread across more than 150 countries as of 2025. A significant portion, roughly 40%, of these "boxes" are located within the United States.
CrossFit presents itself not merely as a physical exercise program but as a competitive fitness sport, seamlessly integrating elements from various training disciplines. These include high-intensity interval training (HIIT), the dynamic discipline of Olympic weightlifting, explosive plyometrics, the foundational strength of powerlifting, the intricate body control of gymnastics, the powerful movements of kettlebell lifting, the bodyweight mastery of calisthenics, and the raw power of strongman competitions, among others. The overarching aim of the CrossFit methodology is to prepare individuals for any physical contingency, equipping them for the "unknown" and the "unknowable." This comprehensive training is undertaken by members within CrossFit-affiliated gyms, as well as by individuals who diligently follow the daily prescribed workouts, commonly referred to as "WODs" or "Workouts of the Day."
Extensive research suggests that engaging in CrossFit can yield significant positive outcomes across a spectrum of physical fitness parameters, including improvements in body composition. Furthermore, participants often report enhanced mental well-being and a richer social life. However, CrossFit has also faced scrutiny, with some critics pointing to a higher incidence of injuries compared to other athletic pursuits like traditional weightlifting. It's worth noting, though, that a comprehensive review published in the Journal of Sports Rehabilitation concluded that "the risk of injury from participation in CrossFit is comparable to or lower than some common forms of exercise or strength training." Ultimately, the health benefits and injury rates associated with CrossFit are often found to be similar to those of other well-established exercise programs. A persistent concern revolves around the potential for exertional rhabdomyolysis, a serious condition that can arise from extreme exertion and is also observed in other demanding sports.
History
The concept of CrossFit, a portmanteau suggesting "cross-discipline fitness," first materialized as a company in 1996 under the name Cross-Fit. Greg Glassman, a former gymnast, developed his initial CrossFit-style workout at the tender age of 16. This early creation combined elements of gymnastics with weightlifting, culminating in a workout known as "Fran," which incorporated thrusters—a compound movement blending a front squat with a push press—and pull-ups.
Greg Glassman and Lauren Jenai officially incorporated CrossFit, Inc. in 2000. Their first gym opened its doors in Santa Cruz, California, in 2001. To accommodate their clients, they began posting their workouts online. These workouts quickly gained traction among individuals in demanding professions such as law enforcement, the military, and firefighting. Recognizing the potential and expressing a keen interest in integrating Glassman's methods into their official training, the first affiliated gym, or 'box,' named CrossFit North, was established in Seattle, Washington, in 2002. This marked the beginning of Glassman's efforts to develop a structured curriculum for training and certifying coaches and gym owners in his methodology. Notable coaches who have associated themselves with CrossFit include luminaries like Louie Simmons, John Welbourn, and Bob Harper.
The expansion of CrossFit-affiliated gyms was nothing short of explosive. From a mere 13 gyms in 2005, the number surged to 8,000 by 2013, and by 2016, it had surpassed 13,000. By 2018, the global footprint of CrossFit encompassed approximately 15,500 gyms in 162 countries, with an estimated global membership ranging between two and five million individuals. The advent of the COVID-19 pandemic presented significant challenges, leading to the closure of an estimated 20% of its gyms, with approximately 25% of those closures occurring in the United States. Further complicating matters, the controversy surrounding founder Greg Glassman in 2020 resulted in a wave of disaffiliations, causing the number of paid affiliations to dip to 9,400 by early 2021. A subsequent recovery saw the number rebound to around 12,500 by early 2022, including non-paying affiliates, with particularly strong growth noted in Europe. However, an increase in affiliate fees in 2024, coupled with the tragic death of an athlete at the 2024 Games, contributed to a renewed decline, bringing the number of affiliates back down to approximately 9,900 by early 2025.
Greg Glassman gained sole control of the company in 2012 following his divorce from Lauren Jenai. Jenai had attempted to sell her 50% stake in the company to an investment firm, a move Glassman contested and ultimately blocked by securing her share after obtaining a $16 million loan from Summit Partners.
On June 24, 2020, in the wake of widespread criticism for his comments regarding the murder of George Floyd, it was announced that Glassman was selling the company to Eric Roza, the former CEO of Datalogix, in collaboration with the investment firm Berkshire Partners. Roza officially stepped into the role of CEO upon the completion of the sale in July. Later that year, in November, CrossFit announced plans for a new headquarters in Boulder. By the close of 2020, CrossFit transitioned to an LLC structure. Roza eventually stepped down as CEO in February 2022, with Don Faul assuming the position in August of the same year.
Overview
Methodology
CrossFit functions as a comprehensive strength, conditioning, and overall fitness program, predominantly characterized by its integration of aerobic (cardio) exercises, calisthenics (bodyweight exercises), and weightlifting. The methodology is defined by its commitment to "constantly varied functional movements executed at high intensity across broad time and modal domains," with the explicit goal of enhancing participants' work capacity across these varied domains. CrossFit identifies ten fundamental components of physical fitness: cardiovascular/respiratory endurance, stamina, strength, flexibility, power, speed, coordination, agility, balance, and accuracy.
The foundational belief within CrossFit is that nutrition serves as the bedrock of fitness. Upon this foundation, metabolic conditioning can be enhanced to improve cardiovascular efficiency. Gymnastics cultivates spatial awareness and body control, while weightlifting and throwing disciplines foster superior control over external objects. This multifaceted approach is designed to achieve a state of general physical preparedness, essential for excelling in any sport. A key tenet of CrossFit is its emphasis on functional movements—those deemed natural, essential, and possessing direct real-world applicability. The program advocates for high-intensity training, positing that this approach yields results more rapidly. It also posits that increasing lifting weights builds strength, while increasing repetitions enhances stamina and endurance. Furthermore, CrossFit champions the principle of varying physical training regularly to foster a well-rounded level of fitness, rather than specializing to the point of excelling in only a single activity.
WODs
The daily regimen in CrossFit is known as the WOD, an acronym for "Workout of the Day." Each WOD can be a composite of movements drawn from one or more of three primary categories: monostructural/metabolic conditioning ("metcon"), weightlifting, and gymnastics. Examples of movements within the gymnastics domain include pull-ups, muscle-ups, box-jumps, lunges, handstands followed by push-ups, and rope climbs. Cardiovascular or metabolic conditioning exercises encompass activities like running, cycling, double unders, and rowing. The weightlifting category includes fundamental lifts such as deadlifts, back squats, the snatch, the clean and jerk, thrusters, dumbbell push presses, wall balls, and kettlebell swings. A WOD can incorporate a variety of movements, each typically performed for a specific number of repetitions. For instance, the benchmark WOD named "Fran" involves two movements: thrusters and pull-ups, with the prescribed repetitions being 21, followed by rounds of 15 and then 9. The duration and specific content of WODs are not fixed and change daily. Many WODs are assigned distinctive names, and some are recognized as benchmark WODs, such as "Fran," "Grace," and "Helen" from the "Girls" series of workouts. The WOD known as "Murph," part of the "Heroes" series, has achieved significant recognition and is often performed outside of formal CrossFit settings.
When a WOD is executed precisely as prescribed, it is referred to as "Rx'd" (short for "as prescribed"). However, the intensity, volume, or specific movements within a WOD can be modified to align with the fitness level, experience, abilities, physical limitations, or time constraints of the participants. This process is termed "scaling." In scaling, the number of repetitions, the duration, and the weights used may be reduced, and movements can be adapted to be more accessible while still aiming to achieve a similar physiological stimulus through analogous movement patterns. Scaling ensures that individuals of all ages and experience levels can participate effectively in the workouts.
Certain movements are particularly characteristic of CrossFit. For example, to expedite the execution of movements like pull-ups, the technique of "kipping" is employed, which utilizes momentum generated by the body's swing to increase speed. While effective for performance, the use of kipping is sometimes a subject of debate among those outside the CrossFit community.
Gym Classes
CrossFit-affiliated gyms, commonly known as "boxes," are afforded considerable autonomy in structuring their classes, leading to notable variations in class organization. Generally, classes are designed to last approximately one hour, typically encompassing a warm-up, a WOD lasting between 10 and 30 minutes, and a subsequent cool-down, stretching, or recovery session. Some gyms may also integrate a dedicated strength training component preceding the WOD or a segment focused on skill development. Despite these variations, CrossFit generally encourages its athletes to prioritize intensity over supplementary strength training or additional programming. Performance in each WOD is often recorded and ranked, serving to foster competition and track individual progress. Some affiliates offer specialized classes, such as those focused solely on Olympic weightlifting, which do not revolve around a WOD. Many also provide introductory or "on-ramp" courses for beginners, designed to teach the fundamental movements of CrossFit. In line with CrossFit's nutritional guidelines, some affiliates offer dietary advice, advocating for approaches such as the paleo, keto, or zone diets, or focusing on macronutrient counting.
CrossFit gyms utilize a diverse array of equipment drawn from various fitness disciplines. This includes barbells, dumbbells, gymnastics rings, ropes for climbing, pull-up bars, jump ropes, kettlebells, medicine balls, plyometric boxes, resistance bands, rowing machines, exercise bikes, SkiErgs, and various types of mats. The overarching focus of CrossFit remains on "constantly varied high-intensity functional movement," drawing upon a wide range of exercises including calisthenics, Olympic-style weightlifting, powerlifting, strongman-type events, plyometrics, bodyweight exercises, indoor rowing, aerobic exercise, running, and swimming.
Since 2001, CrossFit has made a daily WOD accessible to the general public. Since 2021, it has also offered CrossFit Affiliate Programming (CAP), providing affiliated gyms with detailed class plans, including warm-ups, workouts, scaling options, and other resources. Independent individuals and affiliated gyms also have the latitude to develop their own programming, adhering to CrossFit's general methodology or drawing inspiration from independent programming companies.
A statistical analysis conducted in 2014 indicated a balanced gender distribution among CrossFit participants, with 50% identifying as male and 50% as female.
Usage and Impact
The CrossFit methodology has found application in thousands of private affiliated gyms, as well as within fire departments, law-enforcement agencies, and military organizations worldwide. Notable examples include the Royal Danish Life Guards, and it has also been adopted by some physical education teachers in U.S. and Canadian high schools, numerous high school and college sports teams, and even professional sports organizations like the Miami Marlins.
The ascent of CrossFit is widely credited as the primary catalyst for the surge in popularity of High-Intensity Interval Training (HIIT) as a fitness modality. This trend was notably reflected when HIIT topped the rankings in a global survey of fitness trends conducted by the American College of Sports Medicine (ACSM) in 2013. HIIT maintained its top position in 2018 and remained within the top five trends through 2021. The widespread appeal of CrossFit also spurred the emergence of numerous gym franchises built around the HIIT model during the 2010s, such as F45 and Orangetheory. Furthermore, the integration of weightlifting within the sport has significantly boosted interest in Olympic weightlifting in the United States.
Business Model
CrossFit's revenue streams are primarily structured around three core pillars: affiliation, education, and sport. The company licenses its brand name to affiliated gyms for an annual fee. This affiliation fee was set at US4,500. Notably, this fee is waived for entities within law enforcement, military service, prisons, and educational institutions. The CrossFit affiliation model is distinct from a franchise system, granting CrossFit gyms considerable operational freedom once the affiliation requirements are met. At its peak in 2018, the network included over 15,000 CrossFit affiliates, both paying and non-paying, across 162 countries. As of 2025, approximately 10,000 affiliates are paying members.
CrossFit also offers extensive training courses designed to certify trainers and gym owners. The standard two-day "Level 1 Certificate Course" (L1) is a mandatory requirement for individuals seeking to own a CrossFit gym. This requirement was elevated to Level 2 (L2) for 2024. Further certification levels include the Level 3 Trainer examination and the Level 4 Coach assessment. CrossFit also provides specialized courses like the CrossFit Kids Course and a variety of online offerings. During the COVID-19 pandemic, CrossFit introduced an Online Level 1 Course. By 2013, there were over 35,000 accredited CrossFit trainers. The revenue generated from coach certifications constitutes more than a third of CrossFit's overall income.
Since 2023, CrossFit has provided CrossFit Affiliate Programming (CAP) to its affiliates free of charge as part of its service offerings. However, affiliates retain the right to develop their own programming, pricing strategies, and instructional methodologies. Many athletes and trainers perceive themselves as part of a contrarian movement that challenges conventional fitness paradigms. Specialized adaptations of the CrossFit program exist for various demographics, including pregnant women, seniors, and candidates for military special operations. CrossFit leverages a virtual community model facilitated by the internet. Numerous independent companies have emerged to provide online services, such as training programs tailored for CrossFit communities, including platforms like Mayhem, Linchpin, HWPO, PRVN, CompTrain, and GoWOD. Additionally, other companies specialize in supplying equipment and apparel, such as Rogue Fitness and NoBull.
CrossFit also serves as the organizing body for the CrossFit Games and its associated qualifying events, such as the CrossFit Open. Participants in the Open are required to pay a registration fee to compete. The total annual revenue generated across all these streams for CrossFit has been estimated to be in the vicinity of $100 million.
CrossFit Games
The CrossFit Games, established and directed by Dave Castro until 2021, have been a cornerstone of the CrossFit calendar, held annually each summer since 2007. These Games present athletes with workouts that are revealed only hours before their commencement, often incorporating surprise elements not typically found in standard CrossFit regimens. Past examples of these unexpected challenges have included open-water swims, softball throws, and pegboard climbs. The Games are positioned as the ultimate arena for determining the "Fittest on Earth," demanding that competitors be "ready for anything."
In 2011, the Games transitioned to an online qualification format, thereby enabling global participation. Over a five-week period, the "CrossFit Open" unveils a new workout each week. Athletes are afforded several days to complete the workout and submit their scores online, either through video submission or validation by a CrossFit affiliate. Given that the Open is accessible to athletes of all levels, many affiliates encourage member participation. The Open has been recognized as the largest participatory sporting event globally, with worldwide participation reaching 415,000 in 2018.
From 2011 to 2018, top performers in the CrossFit Open, both individuals and teams, from each region advanced to regional events held over the subsequent two months across various locations. Each regional event then qualified a predetermined number of top finishers to advance to the Games. The Games feature divisions for individual male and female athletes, co-ed teams, and a range of age groups for Masters and Teenage competitors.
For the 2019 Games, the regional events were discontinued. Individual athletes now qualify by achieving national champion status in the Open, securing a top 20 worldwide ranking in the Open, winning a CrossFit-sanctioned event, or by receiving an invitation. The COVID-19 pandemic in 2020 necessitated a two-part format for the 2020 CrossFit Games. The initial phase involved an online competition for 60 athletes, from which five male and five female competitors earned advancement to an in-person final competition held in Aromas, California. The Games format largely returned to its pre-pandemic structure in 2021, though the qualification system underwent a revamp. Participants now qualify based on their continental regions, with an added "Quarterfinal" stage positioned between the Open and the Semifinals.
Tragically, during the 2024 CrossFit Games, Serbian athlete Lazar Đukić died from drowning in the opening event, which involved an open-water swim. Following a suspension of the day's events, the Games resumed on Friday after a tribute to Đukić. Some athletes opted not to compete in the aftermath of his death, including both of the 2023 champions. The Quarterfinals were eliminated in 2025, with only the top 30 men, 30 women, and 20 teams now qualifying for the Games.
Certifications
CrossFit offers four distinct levels of coach certification. Initially, opening a CrossFit affiliated gym required only a Level 1 certification for the coach. However, in late 2023, this requirement was elevated to Level 2 for owners of affiliated gyms.
The Level One (CF-L1) certification serves as the introductory level. Participants attend a weekend group class that covers the fundamental methodology and principles of CrossFit, along with instruction on how to effectively conduct classes. Emphasis is placed on movement techniques and methods for adapting them for individuals unable to perform the standard movements. Upon completion of the Level One training, individuals are expected to be competent in leading classes, scaling workouts appropriately for athletes, and upholding CrossFit's standards.
The Level Two certification delves deeper into the mechanics of movements and focuses on developing leadership and communication skills among coaches. In the Level Two course, participants gain insights into athletic capacity and are evaluated as trainers within group settings.
To achieve Level Three certification, a coach must accumulate at least 1,500 hours of active fitness coaching experience and possess CPR certification. To maintain this certification, Level 3 coaches are required to complete 50 continuing education units every three years.
The Level Four certificate, representing the highest current recognition from CrossFit, Inc., requires coaches to have several years of experience as a Level Three certified coach and to successfully pass a rigorous examination.
Criticism
Injury
Movements that involve a high degree of shoulder mobility and load, such as bar muscle-ups, pull-ups, or Olympic lifts, can potentially lead to shoulder injuries if performed with improper technique or when the athlete is fatigued. The risk of injury associated with CrossFit training has been a recurring point of contention since the program's popularity began to escalate in the early 2000s. Critics have leveled accusations against CrossFit, Inc., citing concerns about the use of potentially dangerous movements, excessively high intensity levels, and the allowance of underqualified individuals to become CrossFit trainers.
In response to these criticisms, CrossFit, Inc. maintains that "CrossFit is relatively safe even when performed with poor technique, but it is safer and more effective when performed with good technique." The company also asserts that the risk of injury can be substantially mitigated through proper scaling and modification of workouts, principles that are thoroughly taught on their website and within the CrossFit Level 1 Trainer Course.
CrossFit supports its position by referencing three academic surveys of CrossFit participants. These surveys reported injury rates ranging from 2.4 to 3.1 injuries per 1,000 hours of training, a figure CrossFit argues is consistent with, or even lower than, injury rates observed in "general fitness training." An independent review of scientific literature conducted in 2018 similarly found that "injury rate with CrossFit was comparable to or lower than injury rates with Olympic weightlifting, distance running, military conditioning, track and field, rugby, or gymnastics." The review did note, however, that men tended to sustain more injuries than women in CrossFit, with shoulder injuries being the most prevalent (25%), followed by lower back (14.3%) and knee injuries (13.1%). The study also suggested that injuries might occur in settings where athlete supervision was not consistently available.
Lawsuit by CrossFit, Inc. against the NSCA
A study published in 2013 in the Journal of Strength and Conditioning Research, titled "Crossfit-based high-intensity power training improves maximal aerobic fitness and body composition," followed 54 participants over a ten-week period of CrossFit training. The study noted that "...a notable percentage of our subjects (16%) did not complete the training program and return for follow-up testing." The authors further stated that "This may call into question the risk-benefit ratio for such extreme training programs...". In a subsequent erratum published by the journal, it was clarified that "after the article was published, 10 of the 11 participants who did not complete the study have provided their reasons for not finishing, with only 2 mentioning injury or health conditions that prevented them from completing follow-up testing."
In 2014, CrossFit, Inc. initiated a lawsuit against the National Strength and Conditioning Association (NSCA) for publishing this study, alleging that the data presented were false and "intended to scare participants away from CrossFit." The NSCA denied CrossFit, Inc.'s allegations but subsequently issued an erratum acknowledging that the injury data reported were indeed inaccurate.
In September 2016, the District Court ruled in favor of CrossFit, finding that the injury data were indeed false. However, the court did not find that the NSCA acted with commercial motivation or that the publication of the study constituted defamation, as the NSCA no longer endorsed the study's findings. The Journal of Strength and Conditioning Research officially retracted the paper in its July 2017 issue.
In February 2017, CrossFit filed for sanctions against the NSCA after one of the NSCA's witnesses admitted to providing false statements during a deposition. In May 2017, the Court imposed 17 sanctions against the NSCA, concluding that the organization had indeed possessed a commercial motive to falsify the data, knowingly published false information to disparage CrossFit, and had misled the public with its erratum. CrossFit was awarded 4 million in sanctions, exclusive of damages from the case.
In May 2017, CrossFit, Inc. contacted the Orthopaedic Journal of Sports Medicine with a demand for the retraction of another paper published in the journal earlier that month. This paper asserted that CrossFit participants "are more likely to be injured and to seek medical treatment compared with participants in traditional weightlifting." CrossFit, Inc. contended that this finding was based on significant scientific errors and relied on material from studies that had either been retracted or misrepresented.
Exertional Rhabdomyolysis
Movements characterized by the eccentric contraction of muscles, such as sit-ups performed on a GHD machine, can precipitate exertional rhabdomyolysis if executed in high volumes. Exertional rhabdomyolysis is a medical condition that can affect athletes across a wide range of sports, particularly endurance disciplines like marathon running and triathlon. It is also observed in athletes engaging in high-volume exercise, especially those involving eccentric contraction or intense exertion during periods of significant fatigue, and is exacerbated by extreme heat. The connection between CrossFit and exertional rhabdomyolysis has been a source of considerable controversy for the company. Certain medical professionals have argued that both the inherent methodology of CrossFit and the environment cultivated by CrossFit trainers place athletes at elevated risk for developing rhabdomyolysis.
In one notable case, a man successfully sued his uncertified CrossFit trainers and was awarded $300,000 in damages after suffering from rhabdomyolysis following a CrossFit workout on December 11, 2005. The incident occurred at Manassas World Gym in Manassas, Virginia, under the supervision of the trainers. CrossFit, Inc. was not named as a defendant in this particular lawsuit.
CrossFit, Inc. does not deny that its methodology carries the potential to induce rhabdomyolysis. The company contends, however, that exertional rhabdomyolysis can manifest in a diverse array of sports and training populations, and argues that its critics have mistakenly conflated CrossFit's heightened awareness of rhabdomyolysis with an inherently high risk. A CrossFit spokesperson once remarked that "ESPN's report on the 53 deaths in US triathlons from 2007 to 2013 should have put the issue to rest."
Since May 2005, CrossFit, Inc. has published numerous articles addressing rhabdomyolysis within the company's CrossFit Journal. Three of these articles are incorporated into the CrossFit Manual, which is provided to all prospective trainers.
CrossFit, Inc. has also faced criticism for what some perceive as a "cavalier" attitude towards rhabdomyolysis, particularly through its promotion of a character known as "Uncle Rhabdo." This character is depicted as a cartoon clown in a state of dramatic demise, connected to a dialysis machine with his internal organs spilling out. In defense of this approach, Greg Glassman stated, "We introduced (Uncle) Rhabdo because we're honest and believe that full disclosure of risk is the only ethical thing to do."
Social Media Controversies
CrossFit, Inc. has garnered both criticism and praise for its unconventional engagement with social media. This approach has involved the publication of articles and tweets on a range of non-fitness related topics, including politics, philosophy, and poetry, as well as direct interactions with other social media users and critics of the company's programs.
On June 4, 2014, CrossFit posted a parody video on its Facebook page that depicted Jesus in the context of exercise, including concepts like the "Holy Trinity of exercise." Yasmine Hafiz, writing for The Huffington Post, noted that some viewers expressed outrage at what they considered a disrespectful portrayal of a Christian symbol, with one user questioning the comedic intent.
In June 2018, CrossFit terminated its chief knowledge officer, Russell Berger, following a series of tweets Berger posted concerning the LGBT community. Berger's tweets were issued in the context of a CrossFit location in Indianapolis closing down after facing backlash for canceling a scheduled LGBT Pride Month workout. Berger had tweeted, "As someone who personally believes celebrating 'pride' is a sin, I'd like to personally encourage #CrossFitInfiltrate for standing by their convictions and refusing to host an @indypride workout. The intolerance of the LGBTQ ideology toward any alternative views is mind-blowing." This tweet elicited strong negative reactions, with many denouncing Berger as a bigot and demanding his dismissal from CEO Glassman. Berger was initially placed on unpaid leave, but was subsequently fired by Glassman, who publicly condemned Berger's statements.
In May 2019, CrossFit made the decision to deactivate its Facebook and Instagram accounts, which collectively boasted 3.1 million and 2.8 million followers, respectively. In an announcement posted on the company's homepage, CrossFit cited concerns regarding user privacy and security, referencing "well-known public complaints about the social-media company that may adversely impact the security and privacy of our global CrossFit community." The company also pointed to instances of intellectual property theft and alleged collusion between Facebook and "food and beverage industry interests" as contributing factors to its decision to deactivate its social media presence.
On June 6, 2020, CrossFit founder Greg Glassman posted a tweet stating, "It's: FLOYD-19," in response to a tweet from the Institute for Health Metrics and Evaluation at the University of Washington that characterized "racism and discrimination as critical public health issues that demand an urgent response." Glassman's tweet was met with widespread condemnation. Many CrossFit-affiliated gyms globally responded by terminating their affiliations, and Reebok announced the cessation of its corporate partnership with CrossFit. Glassman also conducted a controversial Zoom call with CrossFit gym owners, during which he espoused conspiracy theories related to COVID-19 and asserted that the murder of George Floyd was part of an elaborate scheme to cover up counterfeiting activities unrelated to racism. On June 9, 2020, Glassman resigned as CEO, and two weeks later, announced his intention to sell the company.
Death of Lazar Đukić
At the 2024 CrossFit Games, Lazar Đukić, a Serbian athlete, tragically died during the first event, which involved an open-water swim. Concerns were raised regarding the decision to conduct an outdoor run and swim event in the heat of Texas, where water temperatures may pose safety risks, and the alleged inadequacy of lifeguard and safety personnel provisions at the event. Athletes and coaches also claimed that CrossFit had consistently ignored safety concerns that had been voiced by athletes over many years. Some athletes further criticized the decision to continue with the Games after the incident, particularly after the sport's leader, Dave Castro, reportedly made a false claim that Đukić's family desired the Games to proceed as a tribute, in an effort to persuade athletes to remain in the competition. In the wake of this tragedy, several prominent athletes, including the 2023 champions Laura Horvath and Jeffrey Adler, withdrew from the competition. Horvath publicly accused CrossFit of responsibility for Đukić's death, described the response to the incident as "inhumane," and characterized CrossFit as a corporation driven by a fundamental instinct for "survival and profit."
The Professional Fitness Athletes' Association (PFAA), an organization representing the interests of CrossFit athletes, called for transparency in the investigation into Đukić's death, the establishment of an independent safety team, and the removal of Dave Castro from his leadership role within the sport's team.
CrossFit, however, declined to release the findings of the third-party investigation into Đukić's death. Instead, the organization established its own safety advisory board and retained Castro as the leader of the sport team. It also introduced its own CrossFit Athlete Council as an alternative to the PFAA. The PFAA expressed its dissatisfaction with CrossFit's response, stating its intention to support any athlete who chooses to boycott the Games and explore alternative competition avenues. A number of high-profile athletes, including Patrick Vellner, Laura Horvath, and Annie Thorisdottir, opted not to participate in the 2025 Games season. Furthermore, several affiliates announced their de-affiliation from CrossFit or their non-participation in the Open. Participation in the CrossFit Open saw a significant decline, falling by over 30% from nearly 350,000 athletes in 2024 to 234,000 in 2025. Additionally, more than 1,400 CrossFit gyms de-affiliated in 2024, partly attributed to the ongoing controversy.