If you’ve been anywhere near a gym in the past decade, you’ve probably heard of CrossFit. You might have even been roped into a WOD, gasped through a burpee-laden AMRAP, or been told—at length—about how great CrossFit is. Well, brace yourself: CrossFit is up for sale. Again.
That’s right. After a few wild years of controversy, leadership shake-ups, and gym owners wondering if their affiliation fees were really worth it, CrossFit is on the auction block. And this time, the potential buyers include a Swiss holding company that already owns a CrossFit-inspired apparel line and a fitness app. So, what happened? And more importantly, what’s next?
From Fitness Phenomenon to Franchise Fatigue
Let’s rewind. CrossFit exploded in the early 2000s, becoming the fitness cult (in the best possible way). At its peak, there were around 14,000 affiliated gyms worldwide, and Greg Glassman—the brand’s founder—was sitting pretty at the top.
Then came 2020. And like an ill-timed box jump, CrossFit took a major stumble. Glassman made some wildly inappropriate comments following the death of George Floyd, and the fallout was fast and brutal. Gym owners cut ties en masse, sponsors vanished, and Glassman was out, selling CrossFit to an investment firm and entrepreneur Eric Roza.
Roza seemed like the guy to steer the ship. He rebranded, tried to mend fences, and injected some corporate know-how. But by 2022, he had shifted to a board role, and yet another leadership shuffle ensued.
A Brutal Year for CrossFit
The year of 2024 wasn’t exactly kind to the brand. First, affiliation fees crept up, making some gym owners wonder if the CrossFit name was really worth it anymore. Then, at last year’s CrossFit Games, tragedy struck—Serbian athlete Lazar Đukić drowned during the swimming event, putting CrossFit’s safety protocols under a harsh spotlight.
And if that wasn’t enough, their sponsorship deal with U.S. Border Patrol sparked yet another wave of debate within the fitness community.
CrossFit for Sale
Now, CrossFit CEO Don Faul has confirmed the brand is looking for new ownership. Enter BeSport, a Swiss company that already owns CrossFit-adjacent brands like Northern Spirit (an apparel company) and Hustle Up (a gym membership app). BeSport seems like a strong contender, but their president, Florian Jullien, is playing it cool, saying it’s “too early to comment” on a deal.
But make no mistake: CrossFit is shopping for a buyer, and whoever steps up is going to have their hands full trying to steer this beast into its next chapter.
What’s Next for the CrossFit Cult?
If you’re a die-hard CrossFitter, you probably just want to know: Will this change anything for your gym? Too early to tell. If BeSport (or any other buyer) takes over, they’ll have to balance keeping the OG community happy while making sure the business model actually works.
What’s clear is that CrossFit isn’t dead—far from it. But like a brutal Murph workout, it’s hitting that “why the hell am I doing this?” phase.
Will it come out stronger on the other side? Stay tuned.
