CrossFit has officially announced it is up for sale! The news comes just days before the final week of the 2025 CrossFit Open, leaving many in the community wondering what the future holds.
A Look Back: CrossFit’s Journey
Founded in 2000 by Greg Glassman and Lauren Jenai, CrossFit quickly grew from a single gym in Santa Cruz, California, to a worldwide movement. At its peak, the brand boasted over 13,000 affiliated gyms by 2016. However, things took a dramatic turn in 2020 when controversial statements made by Glassman led to a wave of backlash, resulting in his decision to sell the company.
Shortly after, Eric Roza, former CEO of Datalogix and a passionate CrossFitter himself, took over ownership in partnership with investment firm Berkshire Partners. Roza aimed to rebuild the brand’s reputation and restore faith within the community. However, despite his efforts, CrossFit has faced challenges in recent years, including gym closures, declining popularity, and the lingering effects of the COVID-19 pandemic.
Why Is CrossFit Up for Sale Again?
On March 12, 2025, CrossFit LLC officially announced that it is seeking new ownership. The company has appointed Moelis & Company as financial advisors to evaluate potential buyers and guide the sales process.
In a statement released by CrossFit, the leadership acknowledged the challenges faced over the past few years, including a weakened brand image and a decline in affiliated gyms. Although numbers have improved from the pandemic-era low of 9,400 affiliates to around 12,500 today, it still falls short of the brand’s peak.
While Roza’s leadership has made significant strides in stabilizing the brand and re-establishing community trust, the evolving fitness industry and increased competition have made it clear that new ownership is necessary to take CrossFit into the future.
What Does This Mean for the CrossFit Community?
The news of a potential sale has left many athletes and gym owners feeling uncertain about the brand’s direction. However, CrossFit LLC has emphasized that any new owner must understand the unique affiliate model and share a commitment to preserving the core values that made CrossFit popular in the first place.
Roza and the leadership team have assured the community that they are committed to finding the right buyer—one who not only understands CrossFit’s culture but is also capable of innovating and expanding the brand’s presence in the competitive fitness space.
The Road Ahead
As the sales process moves forward, the CrossFit community remains hopeful that new ownership will bring renewed vision and energy to the brand. For now, it’s business as usual at local affiliates, and athletes are continuing to tackle the final workouts of the 2025 CrossFit Open.
Whether CrossFit’s new chapter will strengthen its position as a global fitness leader or shift in a new direction remains to be seen. One thing is for sure: the CrossFit community will be watching closely as this story unfolds.
Let us know your thoughts on CrossFit’s potential sale in the comments below! Do you think new ownership will benefit the brand, or are you worried about what changes might come?
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