CrossFit & Levels Team To Elevate Performance Through Metabolic Data
Amid its search for a new owner, CrossFit’s first-ever partnership with a metabolic health platform brings glucose tracking, lab testing and nutrition insights to CrossFit affiliates
CrossFit has inked a partnership with Levels, a health tech company co-founded by Dr. Casey Means, President Trump’s nominee for U.S. Surgeon General, marking the first time either entity has partnered with a brand of its kind.
The deal gives CrossFit athletes and coaches a more comprehensive view into how nutrition and lifestyle habits impact performance, recovery and long-term health via Levels’ glucose monitoring platform. It also underscores CrossFit’s push toward the growing “gym as a clinic” model, leveraging its global ecosystem of more than 11,000 affiliate owners and 100,000 credentialed coaches.
“Since its inception, CrossFit has empowered millions of individuals to own their health outcomes through our measurable approach to fitness and nutrition,” CrossFit chief brand officer Nicole Carroll said. “A partnership with Levels is a natural extension of our shared commitment to data-driven self-knowledge and health education.”
The partnership will launch with a focus on affiliate education and engagement, giving CrossFit affiliates access to Levels’ platform, member dashboards and coaching frameworks designed to deliver measurable improvements in metabolic health. Affiliates will also gain access to lab testing, continuous glucose monitors, expert dietitian support and more.
As part of the collaboration, Levels will take the stage at the 2025 CrossFit Owners & Coaches Conference, offering gym leaders a chance to engage directly with the company’s team and explore tools for habit tracking and performance optimization.
“This partnership reflects a deep alignment in values,” Levels president and co-founder Josh Clemente said. “We’re honored to support the CrossFit mission by providing tools that help individuals personalize and optimize their metabolic health journeys.”
Amid its broader business moves, CrossFit continues its search for a new owner, having retained Moelis & Company as advisor.