CrossFit Unveils Partnership With Spartan Race & Tough Mudder
The trio will create special athletic training programs to help fitness consumers train and compete in upcoming events
CrossFit, which transformed from a garage gym in California into a fitness phenomenon with a cult-like following, has announced a combined marketing partnership with Spartan Race and Tough Mudder, which Spartan acquired in 2020.
The trio will offer U.S.-based participants who competed in the 2023 Nobull CrossFit Open the opportunity to enter one of Spartan’s 2023 U.S.-based events including the Spartan OCR, Tough Mudder OCR, Spartan Trail, Hurricane Heat 4-Hour and Dekafit events, free of charge.
The offer is open to over 111,000 athletes, and the three powerhouses aren’t done yet. CrossFit, Spartan Race and Tough Mudder will also collaborate to create special athletic training programs, including a 12-week CrossFit series that will help fitness enthusiasts train and compete in upcoming Spartan and Tough Mudder events.
The partnership will also introduce CrossFit to new fitness consumers. The brand recently laid off 20% of its staff, which a spokesperson confirmed was a strategic decision and didn’t reflect economic challenges. The representative added that the decision to reduce staff didn’t have any impact on CrossFit’s relationships or commitments with affiliates and partners.
“Collaborating with Spartan and Tough Mudder expands the areas where our global members can put their general physical preparedness to work and test themselves in new, fun and challenging ways,” said Robert Vartan, vice president of global partnerships for CrossFit.
CrossFit said it will activate on-site at various Spartan events throughout the year.
“Through this partnership, Spartan Race, Tough Mudder and CrossFit are committed to promoting health and fitness,” said Joe De Sena, Spartan founder. “We look forward to continuing to inspire people to reach their full potential and build a strong community of like-minded individuals as we push to get one hundred million off the couch and into a healthier lifestyle.”
