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CrossFit Is Looking for a Buyer—Because the Brand Just Isn’t What It Used to Be

CrossFit, once the dominant name in high-intensity fitness, is officially shopping for a new owner. CEO Don Faul says it’s about ushering in the “next phase of growth,” but let’s be honest—this isn’t a power move. It’s a survival tactic.

The numbers tell the story:

📉 Gyms are down—from over 14,000 worldwide to under 10,000.
📉 The CrossFit Games are struggling—registration plummeted after the tragic death of an athlete last year.
📉 The brand has lost its grip—other fitness trends (like boutique studios, hybrid training, and tech-driven workouts) have taken over.
📉Multiple studies/reports showing the damage Crossfit does to your body have been published

CrossFit was the blueprint for fitness culture in the 2010s, but its identity crisis has been years in the making—leadership controversies, shifting gym affiliations, and an aging core audience that isn’t growing fast enough. Now, it looks like Swiss holding company BeSport may step in to try and revive the brand.

Will new ownership bring CrossFit back to relevance, or is this just another brand fading into fitness history?

#CrossFit #FitnessIndustry #BusinessTrends #BrandEvolution