After shaking up the fitness world for over two decades, CrossFit LLC is officially seeking new ownership — and it’s got the whole community talking 🗣️.
This isn’t just a business move. It’s a major crossroads for affiliates, coaches, and athletes around the globe. Whether you’re deep in the trenches of a 21-15-9 or just repping your local box, this moment matters 💪.
🔥 What’s Going On?
In March 2025, CrossFit CEO Don Faul announced that the company is exploring new ownership 🤝. Why now?
📉 Affiliate numbers have dropped
⚖️ Legal & PR challenges followed a tragic incident at the 2024 CrossFit Games
💬 And there’s growing pressure to evolve while staying true to CrossFit's core
Faul says the goal is to find a partner that “shares our commitment to the CrossFit methodology, our community, and our mission.” 🙌
To help navigate the sale, CrossFit brought in Moelis & Company — a big-name investment bank that knows how to close a deal 📊.
🔗 Official Update from CrossFit
📊 Quick Stats
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🏢 CrossFit was acquired by Berkshire Partners in 2020
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🌍 There are now ~10,000 CrossFit affiliates worldwide (down from 14,000+)
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🧠 Over 100,000 credentialed coaches & 1,500+ medical pros in the ecosystem
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🧨 The CrossFit Open has seen dips in participation year over year
🎥 Watch & Learn
Wanna go deeper? These videos break it all down:
📺 CrossFit Up for Sale - YouTube
📺 Big Changes Coming to CrossFit - Facebook
❤️ Why It Matters
CrossFit is more than workouts — it's a global tribe of grinders, goal-chasers, and community leaders. This next chapter could bring fresh energy, better support for gyms, and more inclusive growth 🌱.
But it all depends on who steps in next. And you can bet the community will be watching closely 👀.