CrossFit’s future has felt uncertain in recent years. Once a grassroots fitness revolution led with fierce independence, the brand now feels adrift to many of its most loyal followers.
In a recent interview with Coffee Pods and Wods, CrossFit founder Greg Glassman addressed the question that’s been on the minds of gym owners and fans alike: who’s the right kind of person to lead CrossFit back to its roots?
Glassman didn’t hesitate in pointing to one standout individual — Daniel Chaffey, a figure who, according to Glassman, embodies everything CrossFit needs right now. But why Chaffey, and why now?
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A Leader Rooted in Affiliates, Not Ego
Glassman emphasized that the most critical trait for a leader in CrossFit today isn’t flash, influence, or even a big name. It’s allegiance to the affiliates.
“His north star is affiliates,” Glassman said, highlighting Chaffey’s consistent dedication to gym owners — the beating heart of CrossFit’s ecosystem.
In Glassman’s eyes, Chaffey represents a return to foundational values: simplicity, community, and education. Unlike others who’ve sought to reshape the brand into a corporate fitness empire, Chaffey’s track record suggests a leader more interested in supporting grassroots gyms than driving top-down reform.
Global Perspective, Local Connection
Chaffey isn’t just known for his training expertise — he’s also a global communicator.
“He’s proven the ability to communicate with people from all around the world,” Glassman said, noting how country managers and affiliate owners “love him.”
Glassman even acknowledged the irony of CrossFit’s French country manager being “a British bloke with a French accent,” but reaffirmed that Chaffey has earned the respect and admiration of the international community, regardless of nationality.
This global fluency might be exactly what CrossFit needs. As the brand expands into diverse markets, a leader who understands cultural nuances and can foster local trust becomes not just valuable — but vital.
Is National Identity Still a Factor?
One pointed question raised during the interview asked whether there would be resistance to a non-American figure leading the charge. While Glassman conceded that “it’s a good question,” he also dismissed it as a significant hurdle — if the right person steps in.
“If someone could pull that off, I think it would be Danlo,” he said.
This nod to Chaffey’s global credibility suggests a shifting mindset within CrossFit leadership. The future may belong not to American dominance, but to international cohesion — led by someone who has proven they can navigate both.
What CrossFit Needs: Clarity, Not Celebrity
The conversation ultimately returned to the deeper question: what kind of person is missing in CrossFit leadership?
Glassman’s answer wasn’t about finding another charismatic CEO or social media-savvy brand builder. Instead, it was about trust, competence, and a track record of putting affiliates first.
Chaffey, he noted, is “an absolutely outstanding trainer” — someone who’s not just well-liked, but deeply embedded in the success of others.
That kind of leadership doesn’t chase headlines. It earns them.
A New Chapter for CrossFit?
Glassman’s comments might strike a chord with many affiliate owners who’ve felt disconnected from the top in recent years. The post-2019 landscape has seen several shifts in leadership, vision, and even CrossFit’s identity as a brand. But if Glassman’s instincts are right, the way forward isn’t through reinventing the wheel — it’s through recommitting to the fundamentals.
In Chaffey, Glassman sees a stabilizing force. A communicator. A trainer. A servant leader.
And perhaps most importantly, someone who remembers what made CrossFit work in the first place.
As the conversation around CrossFit’s future continues, Glassman’s message is clear: put affiliates first, and the rest will follow.
