CrossFit has named the Air National Guard presenting sponsor of the 2026 CrossFit Open, among other military-driven events and activations.
Assault Fitness launched “My Vacation Is No Vacation,” a gritty campaign rejecting wellness-lite trends amid a hardcore fitness resurgence.
The brand's “F*ck the Quick Fix. CrossFit Is the Cure" campaign is intentionally bold and brash, signaling CrossFit's new marketing strategy.
Jenna Hauca spoke with ATN about her vision for CrossFit, including why the brand is leaning into its hardcore fitness roots.
As the fitness industry evolves, strategic partnerships will become an increasingly important growth lever for brands of all sizes, execs say.
Under VP/Global Partnerships Greg Schwartz, CrossFit is overhauling its partnerships strategy, taking inspiration from American pro sports teams.
CrossFit partners with Levels to bring metabolic health tools to affiliates, marking a first-of-its-kind collaboration for both entities.
CrossFit has partnered with luxury mattress brand Saatva to spotlight sleep as a key component of recovery and performance.
A new survey shows Americans are rejecting fitness influencers, tracking tech, and outdated mindsets—forcing brands to rethink their role.
A packed crowd watched HYROX and CrossFit athletes go head-to-head while franchise founders traded growth strategies in exclusive workshops.
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