Private company

CrossFit

Logo: CrossFit, LLC, Public domain, via Wikimedia Commons4

Branded fitness regimen

CrossFit is a branded fitness regimen that involves constantly varied functional movements performed at high intensity. The method was developed by Greg Glassman, who founded CrossFit with Lauren Jenai in 2000, with CrossFit as its registered trademark. The company forms what has been described as the biggest fitness chain in the world, with around 10,000 affiliated gyms in over 150 countries as of 2025, about 40% of which are located in the United States.2 Wikipedia text CC BY-SA 4.0

Last updated Oct 21, 2026.

Overview

2000Founded1
  • HeadquartersSanta Cruz1
  • Founded inSanta Cruz1
  • Websitewww.crossfit.com
  • Legal formLimited Liability Company3
  • LEI254900PGPLTAQQZ9WG413
  • StatusActive3
  • LEI statusIssued and current3
  • Registered addressC/O The Corporation Trust Company, 19801 Wilmington, United States3
  • Registered withDivision of Corporations, Department of State, 46389153
District Crossfit Class Warfare-28 (15160360945)
Photo: Rose Physical Therapy Group from United States, CC BY 2.0, via Wikimedia Commons6

CrossFit is a branded fitness regimen that involves constantly varied functional movements performed at high intensity. The method was developed by Greg Glassman, who founded CrossFit with Lauren Jenai in 2000, with CrossFit as its registered trademark. The company forms what has been described as the biggest fitness chain in the world, with around 10,000 affiliated gyms in over 150 countries as of 2025, about 40% of which are located in the United States.2

The story

CrossFit, meaning cross-discipline fitness, was first conceived as a company in 1996 as Cross-Fit. Greg Glassman, a former gymnast, created his first CrossFit-style workout when he was 16 by combining elements of gymnastics with weightlifting. The workout he created, called Fran, added thrusters (a combination of front squat and push press) to pull-ups. Greg Glassman and Lauren Jenai incorporated CrossFit, Inc. in 2000. They opened a gym in Santa Cruz, California, in 2001, and posted their workouts on the Internet for their clients. These workouts were then quickly adopted by individuals in the police, military, and firefighting services. Those who used Glassman's online postings expressed an interest in officially incorporating his workouts into their training regimen, and the first affiliated gym (known as 'box'), CrossFit North in Seattle, Washington, was formed in 2002. Glassman began to develop a curriculum to train and certify coaches and gym owners using his methodology. Coaches associated with CrossFit include Louie Simmons, John Welbourn, and Bob Harper.

The number of CrossFit-affiliated gyms grew quickly: there were 13 gyms in 2005, 8,000 in 2013, and more than 13,000 in 2016. By 2018, there were around 15,500 CrossFit gyms in 162 countries. Its membership worldwide has been estimated to between two and five million. However, the COVID-19 pandemic forced the closure of around 20% of its gyms (around 25% in the US), and disaffiliations due to the Glassman controversy in 2020 further reduced the number of paid affiliations to 9,400 by early 2021. The number recovered to around 12,500 including non-paying affiliates (10,800 paying) by early 2022, with strong growth observed in Europe. The number of paying affiliates was around 11,400 by 2024, however, an increase in affiliate fees in 2024 and the controversy surrounding the death of an athlete at the 2024 Games resulted in a drop in the number of affiliates to around 9,900 by early 2025.

Glassman gained complete control of the company in 2012 after divorcing Jenai. Jenai had tried to sell her 50% share in the company to an investment firm after the divorce settlement, which Glassman blocked and bought her share after raising a $16 million loan from Summit Partners.

On June 24, 2020, following the outcry after Glassman's comments regarding the murder of George Floyd it was announced that he was selling the company to Eric Roza, former CEO of Datalogix, in partnership with investment firm Berkshire Partners. Roza assumed the role of CEO after the sale concluded in July. In late November, CrossFit announced a building lease for its Boulder headquarters. At the end of 2020, CrossFit became an LLC. Roza stood down as CEO of CrossFit in February 2022, and Don Faul took over in August 2022. Don Faul stepped down from his role on March 6, 2026.

From Wikipedia’s article on CrossFit, shared under CC BY-SA 4.0.5

Products and brands

Business model

There are three main revenue streams for CrossFit: affiliation, education, and sport. CrossFit licenses the CrossFit name to affiliated gyms for an annual fee. The affiliation fee was set at US$3,000 a year from 2011, and stayed unchanged until 2024 when it was raised to $4,500. However, the affiliation fee is waived for those in law enforcement, military service, prisons, schools and universities. The affiliation model is distinct from a franchise, and CrossFit gyms have complete freedom in their operation once the requirements for affiliation have been met. At its peak in 2018, there were over 15,000 CrossFit affiliates, including non-paying ones, in 162 countries. There are around 10,000 paying affiliates as of 2025.

CrossFit also provides training courses to certify trainers and gym owners. The standard two-day "Level 1 Certificate Course" (L1) is a requirement for CrossFit gym owners. The requirement was raised to Level 2 (L2) for 2024. Level 3 Trainer examination and Level 4 Coach assessment are also available. CrossFit also offers the CrossFit Kids Course and many online course offerings. During the COVID-19 pandemic, CrossFit also began offering an Online Level 1 Course. There were more than 35,000 accredited CrossFit trainers in 2013. Certification charges for coaches training account for more than a third of CrossFit's revenue.

As part of its services to affiliates, CrossFit has offered CrossFit Affiliate Programming (CAP) to gyms for free since 2023. Affiliates, however, may develop their own programming, pricing, and instructional methods. Many athletes and trainers see themselves as part of a contrarian, insurgent movement that questions conventional fitness wisdom. Other specialized adaptations include programs for pregnant women, seniors, and military special operations candidates. CrossFit makes use of a virtual community internet model. Many independent companies have been set up to provide online services including training programs for CrossFit communities, such as Mayhem, Linchpin, HWPO, PRVN, CompTrain and GoWOD, while other companies supply equipment and apparel such as Rogue Fitness and NoBull.

CrossFit also organizes the CrossFit Games and its qualifying rounds, such as the Open. Participants in the Open pay a registration fee to compete. The total generated from all the revenue streams for CrossFit has been estimated to be around $100 million a year.

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CrossFit Games

The CrossFit Games, created and directed by Dave Castro until 2021, have been held every summer since 2007. Athletes at the Games compete in workouts they learn about only hours in advance, sometimes featuring surprise elements not part of the typical CrossFit regimen. Past examples include a rough-water swim, a softball throw, and a pegboard climb. The Games are styled as a venue for determining the "Fittest on Earth", where competitors should be "ready for anything."

In 2011, the Games adopted an online qualification format, facilitating participation by athletes worldwide. During the five-week-long "CrossFit Open", one new workout is released each week. Athletes have several days to complete the workout and submit their scores online, either with a video or with validation from a CrossFit affiliate. Since the Open is available to any level of athlete, many affiliates encourage member participations. The Open has been described as the largest participatory sporting event in the world, and the number of worldwide participants reached 415,000 in 2018.

From 2011 to 2018, the top CrossFit Open performers in each region, both individuals and teams, advanced to regional events held over the following two months worldwide. Each regional event qualifies a specified number of its top finishers for the Games. The Games include divisions for individuals of each gender, co-ed teams, and a number of Masters and Teenage age groups.

For the 2019 Games, regionals were discontinued and individual athletes qualify by either being the national champion in the Open, finishing in the top 20 worldwide in the Open, winning a CrossFit-sanctioned event, or by invitation. In 2020, the COVID-19 pandemic forced the 2020 CrossFit Games to be separated into two parts, with the first part consisting of an online contest for 60 athletes, from which five male and five female qualified for an in-person competition in Aromas, California. The Games format returned to normal in 2021, but the qualification system was revamped; the participants qualified based on their continental regions, and a Quarterfinal stage was added between the Open and the Semifinals.

During the 2024 CrossFit Games, athlete Lazar Dukic died in the run-swim event in Ft. Worth, Texas. After the day's suspension, the games resumed on Friday following a tribute to Lazar. Some athletes chose not to compete after his death, including both champions from 2023. The Quarterfinals were removed in 2025 (but restored in 2026), and only 30 men, 30 women and 20 teams can qualify for the Games.

From Wikipedia’s article on CrossFit, shared under CC BY-SA 4.0.5

Timeline

  1. 2000Founded Founded in Santa Cruz1

Sources

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