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Is Crossfit For Sale, Again?

 Written by 

Julien Raby

 Last updated on 

CrossFit CEO Don Fall recently announced during a Q&A session in Oslo that the company is looking to sell. 

On a recent video from The Sevan Podcast Clips YouTube channel, the 3 commentators discussed the potential implications of such a sale.

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Fall’s candid admission about cutting non-revenue-generating aspects has sent ripples through the community, highlighting a focus on profitability.

Reactions from the CrossFit Community

The reaction to this announcement has been mixed. While some were surprised by Fall’s straightforwardness, many were not shocked by the idea of a sale itself. 

The primary concern centers on the potential neglect of affiliates, trainers, and athletes, with fears that decisions will be driven solely by financial gains rather than the community’s best interests.

Impact on Affiliates and Trainers

Affiliates and trainers are particularly worried about the future. The uncertainty surrounding ownership changes often leads to instability. 

The community fears that the focus on increasing the company’s value for sale could result in decisions that are not aligned with the needs of those who practice and promote CrossFit.

Speculations on Future Buyers

During the video, the commentators speculated on who might purchase CrossFit. 

Potential buyers include major entities like the UFC, WME, or WWE. There is an ongoing debate over whether a business-savvy buyer or a passionate CrossFit enthusiast would be better for the brand. 

The ideal scenario involves a buyer who can balance financial success with maintaining the core values of CrossFit.

CrossFit’s Financial Strategy

Eric Roza’s acquisition of CrossFit for $200 million was a significant move, but the strategy appears focused on making the company more valuable for a future sale. 

This approach has raised concerns about the long-term vision for the community and the sport.

Community Concerns and Criticisms

A major point of criticism is the perceived lack of relationship building within the community. 

Frequent ownership changes can erode trust, and there is a fear that the core values of CrossFit might be lost in the pursuit of profitability.

Proposed Strategies for Brand Revitalization

For the new owner, revitalizing the brand should be a priority. Emphasizing CrossFit’s core values—such as personal accountability and responsibility—could help in rebuilding trust. 

Improving messaging to attract a broader audience, including older adults and beginners, while maintaining the appeal to hardcore fitness enthusiasts is crucial.

Comparisons and Case Studies

Looking at other brands can offer valuable insights. 

For instance, Bud Light’s recent strategies, including partnerships with the UFC, show how effective branding can revitalize a company. 

CrossFit can learn from these examples by creating compelling content and fostering a strong, relatable community image.

Short-Term Implications

In the short term, the CrossFit community can expect changes in management and operations. These changes may bring about a period of adjustment as the new owner implements their strategies and vision.

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Long-Term Vision

The long-term vision for CrossFit under new ownership remains uncertain. However, there is hope that with the right balance, CrossFit can maintain its core values while expanding its reach. 

Ensuring stability and clear communication will be key to retaining the trust and enthusiasm of the community.

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