CrossFit LLC has officially announced plans to seek new ownership, confirming ongoing speculation about the company’s future. The announcement, made on March 12, comes just days before the final week of the 2025 CrossFit Open, a key event in the sport’s competitive season.
CrossFit Begins Search for a Buyer
In an email sent to affiliate owners, CrossFit CEO Don Faul shared that the company has started the sales process and will be working with investment bank Moelis & Company to identify potential buyers.
“Our objective is to find the right partner—one with a connection to our community, an appreciation for our affiliate business model, and the passion and vision to lead us into the future,” Faul wrote in the message.
While the timeline for the sale remains unclear, Faul assured the community that day-to-day operations will continue without disruption. “These processes take time, and we won’t be able to share details until its completion. In the meantime, there will be no changes to how we operate and work together,” he added.
Ownership History and Industry Challenges
CrossFit is currently owned by private equity firm Berkshire Partners, which acquired the company in 2020. The decision to sell follows a turbulent period for the brand, including scrutiny after the death of elite CrossFit athlete Lazar Ðukić at the 2024 CrossFit Games.
Despite these challenges, CrossFit remains a dominant force in the fitness industry, with a global network of over 11,000 affiliate gyms and more than 100,000 credentialed coaches. The company’s focus on measurable fitness results and its unique affiliate model have helped it maintain a loyal following.
Affiliate Town Hall Scheduled
To address questions from affiliate owners, CrossFit will hold a virtual town hall on Thursday, March 13, at 9 a.m. PT / 12 p.m. ET. Affiliates can find registration details in the company’s email.
Faul emphasized his commitment to ensuring a smooth transition, stating, “We owe our success to the incredible support and dedication of our community. We are excited about CrossFit’s future and the opportunity this process holds.”
For now, the company remains focused on its core mission, with no immediate changes expected in how affiliates and members engage with the CrossFit brand.
Read the full statement here.
