CrossFit Seeks New Owner As It Prepares for Next Growth Chapter

CrossFit is working with an advisor as it reviews potential buyers

Big news from CrossFit—the famed branded fitness regimen is on the hunt for a new owner as it heads to its next growth phase.

In an open letter addressed to the CrossFit community, the fitness brand revealed it’s looking for the “right partner,” defined as one that has a connection to its massive community and an appreciation for its affiliate business model. 

Moelis & Company has been tapped as CrossFit’s advisor as it reviews potential buyers.

“For over 20 years, CrossFit has provided a simple and direct path to health and fitness unparalleled in its efficacy for everyone from Olympic-level athletes to grandparents,” the brand stated. “This legacy, based on delivering measurable results, reshaped the mainstream fitness landscape. Today, we continue to lead the industry with our vision and commitment to making the world healthier.”

CrossFit went on to underscore the size of its global network, which counts more than 11,000 business owners, over 100,000 CrossFit credentialed coaches and more than 1,500 healthcare providers.

“We have inspired countless local and global organizations that promote higher-order social benefits, including addiction recovery, youth development and veteran support,” the letter continued. “And we’ve transformed our workouts into a global competitive sport that draws hundreds of thousands of participants every year. We owe our success to the incredible support and dedication of our community. We are excited about CrossFit’s future and the opportunity this process holds.”