Uncovering the Truth: Who Really Owns Crossfit?

AvatarByJeff Duncan Crossfit

Since its establishment in 2000, Crossfit has taken the fitness world by storm. With its intense workouts, tight-knit community, and unique branding, it’s not hard to see why this fitness program has gained a dedicated following. But with its rising popularity, one question remains: Who owns Crossfit? Is it the founder Greg Glassman or does ownership lie with the thousands of affiliates? In this article, we will delve into the ownership of Crossfit and uncover the truth behind this highly debated topic.

What is CrossFit?

CrossFit is a high-intensity fitness program that combines elements of weightlifting, gymnastics, and cardiovascular exercises. It was founded by Greg Glassman in 2000 and has since grown into a global phenomenon with over 15,000 affiliated gyms, also known as “boxes,” in over 150 countries. The goal of CrossFit is to develop overall fitness and improve performance across all physical activities.

The CrossFit method is based on the idea of constantly varied functional movements performed at high intensity. This means that workouts are constantly changing, incorporating different movements such as running, jumping, lifting weights, and bodyweight exercises. These movements are designed to mimic the natural functional movements of everyday life and prepare the body for any physical challenge.

CrossFit also has a strong community aspect with many individuals building strong friendships through their workouts. It has become more than just a fitness program but also a lifestyle for many individuals who follow its principles. With its intense workouts and supportive community, CrossFit has gained a dedicated following around the world.

The Founders of CrossFit

As mentioned before, Greg Glassman is the founder of CrossFit. He was a former gymnast who developed his training methods and opened the first CrossFit gym in Santa Cruz, California. His unique approach to fitness quickly gained popularity and sparked an international following.

Greg’s then-wife Lauren Jenai was also instrumental in the growth of CrossFit as she handled the business side of things while he focused on developing the training methods. The couple divorced in 2018 but continue to co-own CrossFit Inc., which oversees the affiliations and licensing for all affiliated gyms worldwide.

CrossFit Ownership Structure

CrossFit operates as a privately owned company with its headquarters located in Scotts Valley, California. The ownership structure can be divided into three categories: CrossFit Inc., CrossFit Affiliates, and the CrossFit Games.

CrossFit Inc. is the parent company responsible for managing the brand, licensing, and affiliations. It is co-owned by Greg Glassman, Lauren Jenai, and their families. This entity dictates the rules and regulations that every affiliate gym must follow.

CrossFit Affiliates refer to the individual gyms that have been licensed to use the CrossFit name and methods. These gyms pay a yearly fee to be affiliated with CrossFit Inc. and are expected to uphold certain standards in their training and facilities.

The CrossFit Games is an annual competition that tests the fitness of individuals from around the world through various physical challenges. This event is owned by CrossFit Inc. and serves as a way for individuals to compete against one another at a global level.

CrossFit Licensing Process

Aspiring gym owners must go through a rigorous process in order to become an official CrossFit Affiliate. The first step is to attend a two-day seminar known as the “Level 1 Certificate Course.” Here, participants learn about the foundations of CrossFit, including its philosophy, movements, and programming.

Once completed, individuals can then apply for a license by submitting an online application along with required documents such as insurance certificates and business licenses. If approved, they will become an official CrossFit Affiliate with permission to use the name and logo of CrossFit in their gym.

Benefits of Owning a CrossFit Gym

Being an official affiliate has its perks for gym owners. Firstly, they gain access to exclusive programming from CrossFit Inc., including daily workouts called “WODs” (Workout of the Day) that they can use for their members. This saves time on creating workout plans while still providing effective training methods.

CrossFit Affiliates also have access to a supportive community through the CrossFit network. They can communicate with other affiliates, share best practices, and even collaborate on events and competitions. The CrossFit community is known for its camaraderie and support, which is a valuable asset for gym owners.

Finally, owning a CrossFit gym allows individuals to be part of a successful and recognizable brand. With the rapid growth of CrossFit over the years, it has become a well-known name in the fitness industry. This can attract potential clients who are looking for a unique and effective way to reach their fitness goals.

In conclusion, CrossFit is owned by Greg Glassman and Lauren Jenai through their company CrossFit Inc. It has grown into a global phenomenon with thousands of affiliated gyms around the world. Becoming an official affiliate involves completing a seminar and going through a licensing process. With its constantly varied workouts, strong community, and recognized brand, owning a CrossFit gym can be a rewarding experience for fitness enthusiasts.

Main Ownership of CrossFit

CrossFit, a popular fitness regimen and lifestyle, is owned by CrossFit, Inc. This company was founded in 2000 by Greg Glassman and Lauren Jenai as a response to their dissatisfaction with traditional gym programs. Since then, CrossFit has grown into a global community with over 15,000 affiliated gyms, known as “boxes,” in more than 160 countries.

CrossFit’s headquarters are located in Santa Cruz, California and currently headed by CEO Eric Roza. However, the company has faced several changes in its ownership structure over the years. In 2017, Glassman bought back shares from Jenai to become the sole owner of CrossFit. But after facing backlash over his controversial comments on social media, Glassman resigned from his position in June 2020.

Following Glassman’s resignation, Roza made an offer to purchase the company and was officially announced as the new owner of CrossFit on August 2nd of the same year. With Roza’s background as an athlete and entrepreneur, he is committed to leading CrossFit into its next phase while maintaining its core principles and values.

The Role of Affiliated Gyms

One unique aspect of CrossFit is its affiliation system where independent gyms can become licensed to use the CrossFit name and promote themselves as official affiliates. These affiliates pay an annual fee to CrossFit that allows them access to training resources, marketing materials, and community support.

While this affiliation model has been criticized for the high fees charged by CrossFit and the lack of control affiliates have over their business practices, it has also been credited for creating a strong sense of community within the fitness world. Affiliates often hold events together and participate in competitions under the CrossFit banner.

Individual gyms also have autonomy in choosing their own programming and coaches while adhering to certain brand standards. This allows for a diverse range of CrossFit experiences and training methods, while still maintaining the fundamental principles of the regimen.

Investors in CrossFit

Aside from the ownership of the company itself, CrossFit has also attracted a number of investors over the years. In 2013, Reebok became a major sponsor and partner, with their logo being featured on most CrossFit gear.

However, following Glassman’s controversial comments in June 2020, Reebok announced that it would not be renewing its sponsorship contract with CrossFit. This caused other big-name sponsors, such as Rogue Fitness and NOBULL, to also end their partnerships with the company.

Despite losing these major sponsors, CrossFit remains financially stable due to its strong community and large number of affiliates. In fact, as more people turn to home workouts during the COVID-19 pandemic, CrossFit has seen an increase in online affiliate memberships.

The Impact of Ownership Changes

The recent ownership changes in CrossFit have definitely caused some disruption within the fitness community. Glassman’s resignation came after numerous affiliates and athletes publicly expressed their disappointment and anger over his remarks on social media. The new owner Roza has since apologized for these comments and is working towards rebuilding trust within the community.

The departure of major sponsors has also caused some concern for the financial stability and future growth of CrossFit. However, with Roza’s strong background in business and passion for fitness, he is determined to lead the company to success once again.

Overall, may have experienced some changes in ownership over the years but its fundamental principles remain strong. Its unique affiliation model has created a strong sense of community within the fitness world and its continued success is a testament to its loyal fan base. With a new owner at the helm and dedicated affiliates around the world, CrossFit is set to continue making an impact in the fitness industry for years to come.

Q: Who owns Crossfit?
A: Crossfit is owned by CrossFit, Inc., which was founded by Greg Glassman in 2000.

Q: Is Crossfit a franchise?
A: No, Crossfit is not a franchise. It operates as a licensed affiliate system, allowing individuals and gyms to become licensed to use the CrossFit name and programming.

Q: Are there different levels of ownership within Crossfit?
A: Yes, there are different levels of ownership within CrossFit. There are individual Affiliate Owners who are licensed to use the CrossFit name and programming for their gym, and there are also Regional Developers who are responsible for expanding the CrossFit brand in specific regions.

Q: Can anyone own a Crossfit gym?
A: In order to become an Affiliate Owner and open a licensed CrossFit gym, individuals must first complete the Level 1 Trainer Course and pay the annual licensing fee. There may also be additional requirements depending on location.

Q: Does Greg Glassman still own Crossfit?
A: Yes, Greg Glassman is still the sole owner of CrossFit, Inc.

Q: Are there any other companies that own or have stake in Crossfit?
A: No, currently there are no other companies that have ownership or stake in CrossFit. However, Reebok was previously the title sponsor for the annual Reebok CrossFit Games until their contract ended in 2020.

In conclusion, the question of who owns CrossFit is a complex one with various factors at play. While Greg Glassman is often credited as the founder and owner of CrossFit, he has stepped down from his position and now the brand’s ownership is split between several different entities.
The controversy surrounding Glassman’s actions towards social issues and his outspoken behavior has caused a strain on the community and led to a decline in support for CrossFit. However, the recent acquisition by Eric Roza and his efforts to make positive changes within the organization have brought renewed hope for the future of CrossFit.
It is clear that no single entity can take full ownership of CrossFit – it belongs to the thousands of coaches, affiliates, and members who make up its community worldwide. Their dedication, passion, and hard work are what drives this fitness movement forward.
Ultimately, while there may be concerns about who officially owns CrossFit, what truly matters is how this community comes together to champion its values of inclusivity, fitness for all, and constant improvement. Regardless of ownership, it is the people within this community who truly own CrossFit and its future success.

Author Profile

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Jeff Duncan
Jeff Duncan, the owner and Head Coach of CrossFit Pearl District, is dedicated to fostering a supportive and effective training environment.

With a strong belief in the principles of movement mechanics, consistency, and intensity, Jeff has cultivated a community that thrives on continuous improvement and mutual support.

From 2024, Jeff Duncan has expanded his passion for CrossFit beyond coaching by writing an informative blog dedicated to the CrossFit niche. His blog features a variety of content aimed at providing valuable information and insights to the CrossFit community.

Jeff’s posts cover a wide range of topics including training techniques, nutrition advice, workout routines, and answers to common queries within the niche. This transition to blogging allows Jeff to reach a broader audience, sharing his expertise and helping individuals at all levels of their fitness journey.