In the latest episode of The Sevan Podcast, the conversation took a serious turn: Where has Don Faul been—and what does his absence mean for the future of CrossFit?
Since taking the reins as CEO in 2022, Don Faul, a former tech executive and military veteran, laid out bold initiatives promising unity, efficiency, and massive growth.
But two years in, affiliates and insiders are asking harder questions. From vanished visibility to strategic silos, many feel HQ has drifted from the very community it’s built on.
Here’s why CrossFit’s culture might be suffering more from what isn’t said—than what is.
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HQ Leadership in Hiding?
Faul’s most recent public appearance was an hour-and-a-half podcast released over two months ago, recorded in the echo chamber of HQ’s own media. Before that? Scattered interviews, vague public statements, and a significant gap in presence post-2023 CrossFit Games.
That silence is glaring, especially for a leader who promised transparency and transformation.
“After listening to every interview since 2022, what’s stunning is how little is actually said,” said podcast host Matt Souza. “There’s a ton of airtime—but no real substance.”
CrossFit Culture Without a Compass
One of Faul’s earliest goals was to break down internal silos at HQ—bridging the gap between sport, education, and affiliate operations. Yet, by July 2023, he was still pointing fingers at the past for the ongoing dysfunction.
“I underestimated the depth of the silos,” Faul admitted at the time. But critics argue that acknowledgment isn’t enough.
“You’ve had over a year. Cohesion starts at the top,” Souza said. “If you’re not in person, and if you don’t understand affiliate life from the inside, how do you lead that culture?”
Remote leadership has its merits, but many believe CrossFit HQ’s decentralized, semi-digital setup is eroding the connective tissue it once thrived on—shared purpose and physical presence.
A Vanishing Voice Amid Tragedy
Following the tragic death of athlete Lazar Đukić, Faul’s voice faded even further from public view. No in-depth press briefings. No consistent engagement with the affiliate community. And no roadmap for what comes next in sport governance.
This vacuum of leadership—especially during a crisis—has left many feeling rudderless.
As Souza observed: “Now, more than ever, we need a strong voice. Instead, we get silence.”
Are Affiliates Still the Heart?
Despite declaring affiliates as CrossFit’s “lifeblood,” there’s growing discontent about how little real support they’ve received.
Affiliate reps are overextended, resources are scarce, and major community-building events—like Affiliate Summits—are inconsistently funded or left to volunteer leadership. Meanwhile, HQ’s focus appears to lean toward branded campaigns and internal product rollouts, often without affiliate input.
“You can’t claim affiliates matter, then turn around and try to sell them junk they don’t need,” said Souza. “It’s tone-deaf.”
Metrics That Mean Nothing?
Faul and HQ have touted “a 450% increase in leads from CrossFit.com.” But as many owners point out, those leads rarely convert—and such statistics feel more like smoke than signal.
“If those leads don’t translate into actual members, they’re just empty numbers,” said Souza. “On paper, it might look like growth. On the ground, we’re not seeing it.”
The Cost of Disconnection
In CrossFit’s earlier days, leadership was embedded. Greg Glassman was polarizing—but present. Whether in affiliates, seminars, or podcasts, he spoke directly to the community. That culture of direct access has vanished—and it shows.
Today, HQ’s priorities appear fractured: vague growth goals (30 million CrossFitters by 2030), underwhelming education changes, and an unclear stance on media investment. All while the person in charge has gone largely silent.
“Without clear leadership, no one knows where we’re going,” Souza said. “CrossFit was built on passion and proximity. You can’t lead it from a spreadsheet.”
What Needs to Happen Next
Leadership isn’t just about vision—it’s about visibility. Don Faul needs to step forward, consistently, and meet the community where it lives: on the gym floor, in the affiliate meetings, and yes, in the media.
More than that, CrossFit needs a leader who embodies the culture, not just administrates it.
The question now isn’t whether Don Faul has disappeared—it’s whether he can reemerge in time to rebuild the trust he’s lost.
Because culture doesn’t grow in silence.
It grows in sweat, conversation, and showing up. Every day. Just like CrossFit itself.
