CrossFit
CrossFit Embraces Hardcore Fitness in New Ad Campaign
The brand's “F*ck the Quick Fix. CrossFit Is the Cure" campaign is intentionally bold and brash, signaling CrossFit's new marketing strategy.
Inside CrossFit’s New Marketing Strategy Under CMO Jenna Hauca
Jenna Hauca spoke with ATN about her vision for CrossFit, including why the brand is leaning into its hardcore fitness roots.
Why Partnerships Are Key to the Fitness Industry’s Growth
As the fitness industry evolves, strategic partnerships will become an increasingly important growth lever for brands of all sizes, execs say.
Why CrossFit Has Signed So Many New Partners in 2025
Under VP/Global Partnerships Greg Schwartz, CrossFit is overhauling its partnerships strategy, taking inspiration from American pro sports teams.
CrossFit & Levels Team To Elevate Performance Through Metabolic Data
CrossFit partners with Levels to bring metabolic health tools to affiliates, marking a first-of-its-kind collaboration for both entities.
CrossFit Names Saatva Official Sleep Partner
CrossFit has partnered with luxury mattress brand Saatva to spotlight sleep as a key component of recovery and performance.
No Pain, No Gain? New Survey Says Americans Are Over Fitness Influencers
A new survey shows Americans are rejecting fitness influencers, tracking tech, and outdated mindsets—forcing brands to rethink their role.
RiminiWellness Blends Competition & Commerce
A packed crowd watched HYROX and CrossFit athletes go head-to-head while franchise founders traded growth strategies in exclusive workshops.
‘Road to the Games’ Returns Ahead of CrossFit Games
CrossFit revives its "Road to the Games" docuseries ahead of the 2025 CrossFit Games, offering a look at top athletes training for the title.
CrossFit & YETI Extend Official Partnership Through 2027
CrossFit and YETI have extended their partnership through 2027, continuing support for the Games and launching a new Community Cup initiative.
