CrossFit No Longer Up for Sale, CEO Says

The functional fitness giant had been looking for a new buyer since last year, but new CEO Bruce Edwards announced that the sale is off

Berkshire Partners is no longer looking to sell CrossFit, the functional fitness brand’s new CEO Bruce Edwards confirmed. 

“The sale is off,” Edwards said in an interview published last month with Two-Brain Business’ Chris Cooper.

Edwards, who took over as CrossFit’s CEO in May, said the sale process being called off was a prerequisite for him accepting the job. 

“I needed to make sure that the company wasn’t going to be sold. … I wasn’t interested in coming in and doing a short-term gig,” Edwards said. 

CrossFit went up for sale back in March 2025, with the functional fitness brand writing in an open letter to its community that it was seeking a new owner, tapping Moelis & Company as its advisor to review potential buyers. 

Private equity firm Berkshire Partners has owned CrossFit since 2020. 

Edwards, who served as CrossFit’s chief operating officer from 2013 to 2019, replaced Don Faul as CEO earlier this year. Faul served in the role for nearly four years. 

CrossFit is still massively popular across the globe, but has struggled with declining participation rates in recent years amid the rise of competitors like Hyrox and a shifting fitness landscape. Negative publicity and executive turnover have also contributed to the downturn.

Speaking to Two-Brain Business, Edwards admitted CrossFit’s has a “perception problem,” but said he believes the brand’s underlying business proposition is still strong. 

“I don’t think CrossFit has a demand problem,” Edwards said. “I think CrossFit has a perception problem. … The methodology works. The communities around the affiliates work incredibly well. We just have to focus on the other parts.”