PBfit Named Official Partner for the 2025 CrossFit Games

CrossFit and PBfit are sticking together this year as the renowned fitness brand elevates a healthier alternative to one of America’s favorite foods.

CrossFit is welcoming PBfit as the official peanut butter of CrossFit Games, giving the peanut butter brand widespread visibility to a consumer base hungry for healthier food options.

The brand, owned by Utah-based BetterBody Foods, has made a name for itself due to its commitment to ingredient sourcing and its peanut butter powder, which offers a low-calorie alternative to one of America’s favorite foods.

PBfit will have sponsorship rights throughout the 2025 CrossFit Open and CrossFit Games Finals and will proudly adorn the “Official Partner of the CrossFit Games” badge to select products.

“CrossFit thrives on simplicity and integrity in pursuit of peak performance. PBfit’s clean, protein-rich nutrition exemplifies this ethos, delivering uncompromised quality through meticulous sourcing—fueling athletes to excel both in training and in life,” said Greg Schwartz, vice president of global partnerships. “We are excited for this new partnership with PBfit as it exemplifies exactly the types of companies we love to bring into the CrossFit ecosystem and community.”

The brand also has a new protein bar in the pipeline, which will launch next month and become the official protein bar of the CrossFit Games. The bar touts a macronutrient profile of 40% carbs, 30% protein and 30% fat.

“I’m a huge fan of CrossFit and everything it stands for,” BetterBody Foods and PBfit CEO and founder Stephen Richards said. “It promotes not just fitness but a holistic approach to health—combining nutrition, flexibility, cardiovascular, and strength training. PBfit and CrossFit are a perfect FIT, and I’m beyond excited to partner with this incredible community.”

PBfit is launching a CrossFit Games sweepstakes in conjunction with the 2025 CrossFit Open, where winners will receive a year’s supply of PBfit products, tickets to the 2025 CrossFit Games and several additional surprises.