How to Save CrossFit

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Good morning and welcome to the Morning Chalk Up.

In today’s edition:

• Following last week's announcement that CrossFit LLC was for sale, we contacted Chris Cooper, founder of Two-Brain Business, to discuss what a potential new buyer would need to do to improve the brand.

• Ren Allen runs a successful affiliate, CrossFit FLxR, in Carlsbad, CA. Today she offers three leadership lessons from her experience in gym ownership.

• Writer and Games athlete Emily Beers reflects on her 25.2 performance, and her fear of failure feels different at this stage in her life.

QUOTE OF THE DAY

“Ask someone on the street for the difference between CrossFit and Orange Theory, F45, or boot camp, and they’ll probably mention either the equipment or, say. ‘I don’t know.’”- Chris Cooper, Two-Brain Business on CrossFit’s brand distinctiveness.

INDUSTRY

“How to Save CrossFit:” Chris Cooper Outlines the Problems and Offers a Solution

Although rumors had circulated for some time, last week, CrossFit LLC confirmed that it’s for sale.

• But who would want to buy CrossFit, considering all that has transpired in the last year: Lazar Đukić’s tragic death at the 2024 CrossFit Games, CrossFit’s lack of transparency after their third-party investigation was complete, a sizeable number of high-level athletes are boycotting the 2025 season, many citing their frustrations and mistrust toward CrossFit as their main reason, and a steep decline in Open registration, total affiliate count, and livestream viewership.

Beyond the obvious recent controversies, Two-Brain Business founder Chris Cooper—who has mentored thousands of affiliate owners over the years—said there’s an even bigger problem.

• “Most CrossFit gyms have operated at breakeven, or worse, for years. And now, as competition grows and rent increases, many are going under,” said Cooper, who first opened his affiliate, CrossFit Catalyst in Sault Ste. Marie, Ontario., in 2008. 

He added: “The problem is, CrossFit HQ never taught gym owners how to run a business. Worse, the information they did provide was often misleading or harmful.” 

For the record, Even CrossFit CEO Don Faul admitted in 2023 that there are “too many gyms who…could be doing a lot better financially.”

Most recently, Cooper wrote this blog outlining CrossFit’s various problems and offering a potential solution for new buyers to take CrossFit in a better direction.

• In short, Cooper argued in his blog that CrossFit’s new owners should focus their attention on helping affiliates with the business side of things, which HQ has never done well.

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SPEED READS

🎟️ 💪 2025 CrossFit Games Tickets: Presale opens for 2025 CrossFit Games tickets on March 20 for Reliant Club members. Affiliates with 12 or more members signed up for the Open can purchase tickets starting March 25, all affiliate presale starts March 27, and the sale will open to the public on April 1.

🌎 🏆 World Fitness Project Updates: The World Fitness Project debuted its new YouTube series, SIGNED—Beyond the Athletes, over the weekend. The 10-episode series will highlight four new athletes each week leading up to the first competition of the WFP season in Indianapolis, IN. Check it out here.

• Online Challenger Qualifier I: The online qualifier for Tour Event I kicks off tomorrow, March 19, and registration is open. Register now! 

🌎 🎟️ 2025 Qualifying Event Updates: Here are a few quick updates from some of the 2025 CrossFit Games Qualifying Events.

• Wodland Fest: The In-Person Qualifying Event in Malaga, Spain, is close to selling out. Only 1000 spectator tickets remain, so get yours now.

• French Throwdown: Early Bird spectator tickets are available now for the In-Person Qualifying Event in Montpellier, France, May 9-11. The first 500 tickets are 20 percent off.

• Mayhem Classic: Check out the updated men’s roster for the first In-Person Qualifying Event of the season, with George Sterner replacing Dallin Pepper.

ICYMI: Don Faul addressed an affiliate town hall meeting last week on the process of selling CrossFit LLC. He also dispelled rumors, noting that the company has not been sold, a sale is not imminent, and a buyer has not been identified. 

MEMBER EXCLUSIVE

3 Leadership Lessons from CrossFit FLxR's Ren Allen

CrossFit FLxR is the fruit of Ren Allen's labor and learning as an affiliate owner. 

Over the six years at the helm, Ren navigated the tumultuous waters many affiliate owners find themselves in — shifting priorities, developing sustainable systems, refining the business model, and ultimately growing as a leader.

Recently, we interviewed Ren on the Best Hour of Their Day podcast to discuss her story and extract valuable lessons for fellow affiliate owners.

Here are some of our big takeaways:

Lesson 1: Establishing Clear Processes and Standards

One of Ren's biggest regrets is not establishing transparent processes and standards earlier. 

She learned the hard way that consistent systems are crucial for nearly every aspect of running a successful affiliate.

Why are processes so important? 

• Ren explained that they allow for consistency and scalability. Well-defined processes make it easier to maintain coaching standards, deliver a consistent member experience, and expand the business.

CROSSFIT GAMES

25.2: I Failed. And Nobody Cared.

Editor’s Note: In this three-part series, Morning Chalk Up Senior Writer Emily Beers documents her journey completing the Open workouts for the first time in eight years.

I have always had a major double-under deficiency, a deficiency that, in all my years of CrossFit, I have never been able to sort out.

“Triple 3” at the 2014 CrossFit Games was my nemesis.

The workout started with a 3,000-meter row. Then it was time for 300 double-unders—an absolute nightmare for me—before a 3-mile run. My goal for the workout was not to be dead last.

I came off the 3,000-meter row in about 10th place and then started bumbling my way through the double-unders in front of thousands of people at the StubHub Center in Carson, CA.

Embarrassment is what I felt, as top athletes like Camille Leblanc-Bazinet and Annie Thorisdottir effortlessly strung together double-unders, while I looked like a rookie using way too much energy, jumping too high, my shoulders tight, and my body tilted to the left as it always was.

The predominant thought that went through my mind was: “Everyone must be thinking, ‘How the hell did that girl make it to the CrossFit Games? She sucks!’”

Two years later, when I stopped competing, I told myself I’d never make myself do another double-under again. 

And for the last eight years, I lived up to that promise.

HIGHLIGHTS

Celebrating a PR, hosting a fundraiser, this, that, or otherwise? Send us a tip.

• 👟Congratulations to Tia Clair Toomey-Orr and partner Joanna Wietrzyk, who just set the world record in the Women’s Pro Doubles division at the Houston Hyrox with a time of 54:24.

• Congratulations to Jennifer Muir and Ella Wilkinson, who just took on their first Hyrox, and finished with a time of 1:03.

• Check out Anikha Greer cleaning 120 kilos/265 pounds.

• Happy belated anniversary, (3/16), to Rob and Joey Kearney.

• 🙌Congratulations to Jasmine Cabourn, who just completed the Sherwood Pines Half Marathon.

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