CrossFit Is for Sale Again Amid Years of Shake-Ups

CrossFit, the CrossFit, the Cross-Riddled Fitness Company, is back for sale.

The sale opposes the backdrop of turbulent years for fitness brands after being drowned in a CrossFit game last year, with financial concerns deepening as the registration of competition across the annual membership significantly declines.

According to an email sent to CrossFit gym owners this week, the company, which has 10,000 affiliate gyms around the world, plans to “review a wide range of buyers.”

“There’s a huge opportunity at this moment of transition,” says Don Faul, CEO of CrossFit. I said it in an email on March 12th. “We are excited to see the possibility that this applies to our affiliate business and the future of CrossFit as a whole.”

CrossFit was created in the 1990s by former gymnast and personal trainer Greg Glassman, as a training program focused on a variety of high-intensity training. Regimen exploded in popularity in the 2000s, growing to include more than 14,000 affiliate gyms around the world.

However, these numbers fell after a string of scandals and other fitness fads gained appeal.

In 2020, Glassman resigned from his role after being excended over comments about George Floyd’s murder. He also faced and denied accusations of sexual harassment. He sold Berkshire Partners, a Boston-based investment company, and Eric Rosa, a tech entrepreneur and owner of CrossFit gyms. The company has also undergone numerous leadership changes since Glassman’s departure.

Lazaru Dukic, a 28-year-old Serbian athlete, owned last year in the swimming section of his training at CrossFit Games, an international competition that brings together some of the world’s most suitable competitors. The game resumed the next day.