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
When the 2025 CrossFit Games kick off this August in New York, keen-eyed observers might notice something: a surge of new brands with a visible presence at the Games.
In the first half of 2025, CrossFit has signed nine new partnerships, bringing its total number of partners to 20. At this year’s Games, brands like PBfit, Tempo by Home Chef, and most notably, Velites, will make their debuts, joining existing partners such as Rogue and Yeti.
For Greg Schwartz, CrossFit’s vice president of global partnerships, it’s all part of a broader strategy to overhaul the organization’s partnership model and expand CrossFit’s reach in the U.S. and globally.
The former vice president of global partnerships for the NHL’s San Jose Sharks, Schwartz wants CrossFit to create a partnerships portfolio that rivals those of pro sports teams in America’s “big five” leagues: the NFL, NBA, MLB, NHL and MLS. In doing so, he believes there’s a significant opportunity to attract new brands that “haven’t thought about CrossFit before.”
“My goal is to turn the CrossFit partnership org into what a big four or big five (sports) partnership organization is like,” Schwartz tells Athletech News.
Non-Endemic Partnerships Are a Key Growth Lever
Schwartz’s plan includes bringing in plenty of new partners from “non-endemic” categories that sit outside of CrossFit’s core fitness and wellness vertical (this is a common strategy employed by pro sports teams).
For instance, CrossFit recently named Zenni Optical, an online glasses and sunglasses retailer, as its official eyewear partner. According to Schwartz, Zenni was chosen not only for its global reach but also for its commitment to holistic health.
“One of the really exciting things we saw when we were talking with them is their passion for eye health,” Schwartz says. “It’s not just about selling glasses and sunglasses; it’s about ensuring that we’re educating our athletes and our fans on eye health as well.”
CrossFit also recently signed luxury mattress maker Saatva as its official sleep and recovery partner. As part of the relationship, the sides will look to incorporate messaging around the importance of proper sleep to athletic performance.
The Zenni and Saatva deals are likely to be among the first of many non-endemic partners for CrossFit. Looking ahead, Schwartz says he’s looking to sign companies in traditional partnership categories such as an official financial partner and an official automotive partner.
“We are in 100% sales mode right now,” Schwartz says. “I think you’ll see a lot of growth in the next 12 to 18 months.”
Thinking Globally
CrossFit hasn’t lost sight of its endemic partners, either. On that front, it’s actively pursuing deals with apparel, footwear and equipment brands that can help with global awareness.
CrossFit recently signed Spain-based Velites as the official footwear and apparel partner of the 2025 CrossFit Games. While the Velites deal might’ve raised some eyebrows in America – the brand replaces previous footwear and apparel giants like Nobull and Reebok – Schwartz assures there’s a method to the madness: namely, increasing CrossFit’s global recognition.
“One of the things that drove us to that partnership is Velite’s reach overseas,” Schwartz said. “They’re a very well-known brand overseas, but here in the States, they are not well known at all. They saw this as an opportunity – and we did as well – to really make a splash with a new, up-and-coming apparel brand … and provide them a platform to launch this apparel at the Games.”
CrossFit also recently added Chinese brand LuXiaojun as its official weightlifting shoe in another internationally focused move.
“We’ve tried to make a concerted effort to be more global (with) our partnerships,” Schwartz says.
Why Authenticity Matters
As CrossFit looks to build out its roster of partners, particularly in the non-endemic space, Schwartz is quick to note that the brand won’t partner with anyone just to make a quick buck. Instead, CrossFit will look to form “purpose-based” partnerships like the one it did with Zenni.
“Authenticity for us starts with staying true to the CrossFit methodology methodology,” Schwartz explains. “We need to ensure we maintain the trust of our athletes when we enter into these partnerships.”
Schwartz believes “purpose-based partnerships” are the future for sports and fitness organizations since they drive deeper engagement with fans while ensuring that companies are aligned before entering into a business relationship. This leads to more successful partnerships in the long run – both financially and culturally, he believes.
“There’s going to be a growth opportunity in the sports and fitness landscape for purpose-based partnerships,” Schwartz predicts. “I think ‘sponsorship’ has been left by the wayside now. It truly needs to become a partnership.”
Want to hear more about CrossFit’s partnerships strategy – and the strategies of other top fitness and wellness brands like Zumba, F45 Training and CityPickle? Schwartz will be joined by executives from those companies at the ATN Innovation Summit 2025, June 17-18 in New York City.