Greg Glassman, the divisive architect of CrossFit, is once again making headlines—but this time, it’s for a comeback that feels as polarizing as his exit. The New York Times recently profiled Glassman’s new venture, MetFix, a fitness and nutrition program marketed as an evolution of his CrossFit empire.
Framed by the paper as both a bold reinvention and a lightning rod for controversy, MetFix embodies the complexity of its founder—a fitness guru whose brilliance revolutionized an industry, but whose scandals nearly destroyed it.
Glassman, who spent years in the wilderness after selling CrossFit amid allegations of sexual harassment and workplace misconduct, now returns to the health and fitness space with his characteristic swagger. MetFix promises a holistic approach to combating chronic disease through functional fitness and low-carb diets. But like its founder, it already carries the weight of skepticism, adoration, and scrutiny.
Will this new venture cement Glassman’s reputation as a visionary, or will it rekindle the very controversies he seeks to leave behind?
Jump to:
What Is MetFix?
MetFix is marketed as an “invite-only community” of gyms and trainers who embrace Greg Glassman’s philosophy of fitness and metabolic health.
Similar to CrossFit, the program includes functional fitness movements like Olympic lifts, gymnastics, and bodyweight exercises. But it also weaves in dietary guidance aimed at tackling chronic diseases such as diabetes and obesity.
“Off the carbs, off the couch” is how one affiliate summarized the philosophy, which encourages physical activity and reducing sugar for long-term health benefits.
Josh Hunnicutt, owner of New Species CrossFit in Michigan, is among the first gym owners to integrate MetFix into his existing offerings. “It’s like a grown-up version of CrossFit,” he said, “with more focus on critical thinking and metabolic health.”
A Scandalous Exit from CrossFit
Glassman’s return comes after a highly publicized fall from grace.
Once celebrated for building CrossFit into a worldwide fitness phenomenon, Glassman faced backlash in 2020 over controversial remarks on George Floyd and the COVID-19 pandemic. Following these comments, a series of allegations emerged, painting a picture of a toxic workplace under his leadership.
Former employees accused Glassman of inappropriate behavior, including crude comments about women and attempts to pressure female staff members into uncomfortable situations. Although Glassman denies the allegations, the uproar led to his resignation as CEO and the sale of CrossFit.
By the time Glassman stepped down, hundreds of CrossFit affiliates had severed ties with the brand, and corporate sponsors like Reebok and Rogue Fitness distanced themselves. CrossFit Inc. has since rebranded itself as more inclusive and accessible while attempting to move beyond the scandals of its past.
Who Is Glassman’s New Partner?
MetFix isn’t just Glassman’s brainchild—it’s a collaboration with Emily Kaplan, a former investigative journalist who defended Glassman during his controversies.
Kaplan, who once reported on CrossFit and its lawsuits against health organizations, bonded with Glassman over shared interests in exposing corruption in healthcare. When allegations against Glassman surfaced, she left journalism to manage his public relations through her firm, Kleio Group.
Kaplan denies the allegations against Glassman, pointing to unclaimed escrow funds set aside for potential sexual harassment claims after the CrossFit sale. “I don’t believe those things happened,” she said, adding that she sees Glassman’s contributions to fitness and health as overshadowed by controversy.
Can MetFix Win Over Gym Owners and Athletes?
Despite the skepticism surrounding Glassman’s return, MetFix is gaining traction among fitness enthusiasts and gym owners.
When Kaplan and Glassman opened registration for the program, they received over 3,000 applications, many accompanied by heartfelt essays from CrossFit affiliates who missed Glassman’s leadership.
Some see MetFix as an opportunity to build a new identity separate from CrossFit. Dale King, a CrossFit gym owner in Ohio who is spearheading MetFix’s affiliate program, said it appeals to those who have dropped their CrossFit affiliation. “They want something without the baggage of the CrossFit name but still based on functional fitness,” he explained.
Is MetFix Just CrossFit 2.0?
MetFix is similar to CrossFit in its physical programming, but Kaplan insists the new venture is distinct.
For one, MetFix places a stronger emphasis on education. Trainers and gym owners must complete coursework based on Glassman’s writings about fitness and metabolic health, followed by a written essay graded by Glassman himself.
Kaplan believes this focus on chronic disease and nutrition sets MetFix apart. “CrossFit is now led by people without deep knowledge of metabolic health,” she said. “MetFix is filling that gap.”
However, critics question whether Glassman’s approach to nutrition, particularly its hardline stance against carbs, oversimplifies complex health issues. Dietitian Jennifer Broxterman cautioned against framing food choices in black-and-white terms, calling such language fearmongering.
The Future of MetFix
Glassman and Kaplan have big plans for MetFix. Starting in 2024, they’ll host two-day seminars led by Glassman to certify trainers and expand the program. Kaplan even envisions turning MetFix’s curriculum into a homeschool program for broader accessibility.
But can MetFix escape the shadow of Glassman’s controversies? While some in the fitness community see his return as a redemption story, others remain wary. Corporate partners, including CrossFit sponsor Goruck, appear reluctant to fully embrace the venture until it proves its staying power.
Still, for Glassman and his supporters, MetFix represents a chance to reclaim his role as a visionary in the fitness world. “The goal isn’t to compete with CrossFit,” Kaplan said. “It’s to save lives.”
Whether MetFix succeeds will depend on whether Glassman’s reputation can recover—and whether the fitness community is ready to embrace his philosophy once again.
