Uncovering the Truth: Who Really Owns Crossfit?

AvatarByGenny Wilkinson Priest

Crossfit has become a household name in the fitness industry, known for its high-intensity workouts and devoted community. With its rise in popularity, many have wondered: Who owns Crossfit? The answer may not be as simple as you think. In this article, we will delve into the history of Crossfit and explore the different entities involved in its ownership. From controversies to success stories, we will uncover the truth behind the ownership of this fitness empire. So, let’s jump right in and discover the answer to the question on everyone’s mind – Who Owns Crossfit?

CrossFit has emerged as one of the most popular fitness regimes in recent years, offering a unique approach to physical exercise and training. With its high-intensity workouts and supportive community, it has gained a massive following around the world. However, amidst its widespread popularity, there is one question that many people ponder – who exactly owns CrossFit?

There has been some confusion surrounding the ownership of CrossFit, with different entities claiming ownership at different points in time. In this article, we will take an in-depth look at the history of CrossFit and trace its ownership to understand who truly owns CrossFit.

The Early Days: Greg Glassman’s Ownership

CrossFit was founded by first-generation certified personal trainer Greg Glassman in 2000. It initially started as a small gym in Santa Cruz, California, where Glassman taught fitness classes to clients as well as conducting seminars for trainers.

Glassman ran his facility under the name ‘CrossFit’ and also used it to promote his fitness philosophy and methodology. As he ventured into online coaching and certification courses, he also adopted the business name ‘CrossFit’. This led to many people crediting him as the sole owner of CrossFit.

However, Glassman himself claimed that he did not own CrossFit but was simply a coach promoting his fitness program. He believed that CrossFit belonged to all those who practiced it and believed in its principles.

The Legacy of Lauren Jenai

In 2001, Lauren Jenai joined Glassman’s gym as a student. She was quickly drawn to his training methodology and joined him as a partner. In 2005, they were married, making Jenai an official owner of CrossFit.

Together, Greg Glassman and Lauren Jenai built up CrossFit from a small gym to a global phenomenon with thousands of affiliates around the world. They established CrossFit as a business entity, with Jenai taking on the role of CEO.

However, in 2012, Glassman and Jenai announced their divorce, which led to a legal battle over the ownership of CrossFit. It was reported that Jenai owned 50% of the company but was willing to sell her shares to Glassman for $20 million. Eventually, in 2013, Glassman bought out Jenai’s shares and became the outright owner of CrossFit.

Reorganization and Investment from Berkshire Partners

In 2018, Greg Glassman announced that he had sold a minority stake in CrossFit to global investment firm Berkshire Partners. This decision was made to provide more financial stability to the company and help it grow further.

Berkshire Partners’ investment allowed CrossFit to expand its services and offerings by increasing its online presence and introducing new training courses. This partnership also brought about changes in the company’s management structure, with Eric Roza appointed as the new CEO in 2020.

With its finances in order, CrossFit continued to thrive and gain popularity worldwide. However, this partnership once again brought up questions about who owns CrossFit – is it Greg Glassman or Berkshire Partners?

The Current Ownership Structure

As of now, Greg Glassman remains the majority owner of CrossFit with around 66% stake in the company. The remaining 34% is owned by Berkshire Partners.

Glassman still plays an active role in shaping the future of CrossFit as its founder and chairman of the board. He continues to promote his fitness philosophy and methodology through various channels while also overseeing strategic decisions for CrossFit.

Meanwhile, Eric Roza brings a wealth of experience from his previous leadership roles at Oracle and Datalogix. He has taken on the responsibility of streamlining operations and expanding the brand’s reach even further.

So, who owns CrossFit? The answer is not as straightforward as one may think. While Greg Glassman founded and initially owned CrossFit, the company has gone through different phases of ownership, including a joint ownership with his ex-wife Lauren Jenai.

Currently, Greg Glassman and Berkshire Partners hold the reins of CrossFit, with each playing a crucial role in its operations and growth. Regardless of who owns CrossFit, it remains a community-driven fitness program that continues to inspire and empower people to achieve their fitness goals.

The History of Crossfit

Crossfit, the popular and highly effective fitness program, was founded in 2000 by Greg Glassman and Lauren Jenai in Santa Cruz, California. What started as a small gym called the “CrossFit Box” has now become a worldwide phenomenon with thousands of gyms known as “Boxes” operating in over 150 countries. The success of Crossfit can be attributed to its unique approach towards fitness which combines elements from various disciplines such as weightlifting, gymnastics, and high-intensity interval training.

Amidst all the buzz surrounding Crossfit, one question that often arises is – Who owns CrossFit? Greg Glassman and Lauren Jenai were once married but divorced in 2012. However, despite their personal differences, they continued to run the company together until 2013 when Glassman bought out Jenai’s share of the company for an undisclosed amount.

The Ownership Structure of Crossfit

After purchasing Jenai’s shares in the company, Glassman became the sole owner of CrossFit. However, things changed in early 2020 when Josh Ardo was appointed as the new CEO of CrossFit. A seasoned executive with a background in tech startups and healthcare organizations, Ardo was brought on board to lead CrossFit into its next phase of growth and expansion.

With Ardo at the helm, Glassman’s role shifted from CEO to Chairman and he remained the majority owner of CrossFit. In June 2020, amidst controversy surrounding Glassman’s controversial statements regarding racial injustice and coronavirus pandemic, he announced his retirement from CrossFit. Following this announcement, Glassman sold his shares in the company to Eric Roza – a former senior executive at Oracle Corporation who had been involved with crossfit for several years as a participant.

Today, Eric Roza holds majority ownership of CrossFit while Josh Ardo remains in his position as CEO. Other shareholders of CrossFit include several individuals and investment firms such as Anthos Capital and Abrams Capital.

Why Crossfit’s Ownership Matters

The ownership of CrossFit may seem like a trivial matter to most people. But given the growing popularity of the fitness program, it is essential to understand how ownership changes can impact the company and its followers. For instance, when Glassman was at the helm, he was widely known for his controversial statements and unorthodox leadership style. This had often led to criticism and backlash from both within and outside the company.

With Eric Roza taking over as majority owner, there has been a significant shift in the culture at CrossFit. Roza’s commitment towards diversity and inclusion is evident in his decisions to expand CrossFit’s partnerships with organizations such as Black Girls Run and GIVE Strength – an initiative that aims to provide free CrossFit training to underserved communities.

Additionally, under Roza’s leadership, there have been improvements made in areas such as customer service and transparency – making the fitness program more accessible and approachable for everyone. As a result, many former members who had left due to Glassman’s leadership have returned.

The Future of Crossfit

With Eric Roza driving the company forward with his vision for growth and inclusivity, CrossFit has a promising future ahead. The company has expanded its partnerships with major sports brands like Reebok and Rogue Fitness, making it easier for individuals to access quality equipment that is essential for completing CrossFit workouts.

Moreover, crossfit.com – the company’s main digital platform – has also undergone significant changes under Roza’s leadership. It now offers a wide range of resources such as workout videos, nutrition guides, and various health-related articles – all curated by experts in their respective fields.

The ownership structure of CrossFit may continue to evolve in the future as the company expands and attracts more investors. However, what remains constant is the program’s effectiveness in helping individuals achieve their fitness goals and improve their overall health and well-being.

In conclusion, CrossFit is owned by a group of investors with majority ownership held by Eric Roza. The company’s unique approach towards fitness has made it a global phenomenon with a thriving community of followers. With its commitment towards diversity, inclusivity, and growth, CrossFit’s future looks bright under its new leadership.

1. Who owns Crossfit?
Crossfit is owned by its founder, Greg Glassman. He is the sole owner and chairman of the company since its inception in 2000.

2. Is Crossfit owned by a corporation?
No, Crossfit is not owned by a corporation. It is a privately held company with only one owner, Greg Glassman, who holds 100% ownership.

3. Are there any other shareholders or investors in Crossfit?
No, there are no other shareholders or investors in Crossfit besides Greg Glassman. He has not sold any shares of the company to anyone else.

4. Can someone buy shares or invest in Crossfit?
No, it is not possible to buy shares or invest in Crossfit as it is a privately held company and Greg Glassman has not offered any ownership to outside individuals or organizations.

5. Is there a franchise model for owning a Crossfit gym?
Yes, there is a franchise model available for owning and operating a Crossfit gym. However, the ownership of the franchise still remains with Greg Glassman and the franchisee pays an initial fee and ongoing royalty fees to use the Crossfit brand name and operate under its guidelines.

6. Does Greg Glassman have full control over all aspects of Crossfit?
Yes, as the sole owner of Crossfit, Greg Glassman has full control over all aspects of the company including its operations, branding, and decision-making processes.

In conclusion, the ownership of Crossfit has been a topic of debate and controversy since its inception. While there have been various individuals and organizations that have had a stake in the company, it is ultimately owned by Greg Glassman, who founded Crossfit in 2000. However, Glassman’s recent controversial statements and actions have raised questions about his role as the sole owner of the company.

Despite this controversy, Crossfit has continued to thrive and attract a dedicated following worldwide. It has also managed to maintain its strong community spirit and focus on functional fitness, which has been a key factor in its success.

Furthermore, it is worth noting that while Glassman may be the legal owner of Crossfit, it is the members, coaches, and affiliates who truly make up the soul of the brand. Their dedication and passion for Crossfit have been instrumental in creating a global movement.

Moving forward, it will be interesting to see how the recent changes in ownership structure will affect Crossfit’s future direction and culture. The sale of majority shares to Eric Roza brings hope for positive changes within the company and mending relationships with past affiliates.

In conclusion, while there may be concerns about who truly owns Crossfit, what remains undeniable is the impact this fitness regime has had on countless

Author Profile

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Genny Wilkinson Priest
Genny Wilkinson Priest began her journey into Ashtanga yoga in 2000 while working as a journalist in her native New York City. Initially drawn to the practice for its physical benefits, Genny soon discovered the profound mental advantages, especially during the challenging period following the 9/11 terror attacks.

Which she covered as a journalist for Reuters. Her professional career took her to Singapore, where she wrote for Time Magazine, and then to Paris, before she finally settled in London.

As her family expanded to include four boys, Genny decided to leave full-time journalism to immerse herself in yoga studies. She achieved certification as a Shri K Pattabhi Jois Ashtanga Yoga Institute Authorised Level 1 teacher, a British Wheel of Yoga teacher, and a Yoga Alliance-certified teacher.Genny’s passion for yoga philosophy led her to pursue a Master’s Degree in the Traditions of Yoga and Meditation at SOAS in London.

From 2024, Genny Wilkinson Priest has started writing an informative blog on the “Niche Name” niche. She writes informative posts and answers queries on topics that people seek in the niche. This transition marks a significant shift from her previous focus on journalism and traditional media to a more interactive and digital form of communication.

Genny’s blog aims to provide valuable information and foster a community of yoga enthusiasts who can learn and grow together. Her extensive background in both journalism and yoga practice ensures that her content is both authoritative and engaging.