CrossFit Looks for a New Owner as Affiliate Numbers Decline
Krissy Vann | Host, All Things Fitness and Wellness
CrossFit is entering a new chapter as Berkshire Partners, the private equity firm that invested in the company in 2020, looks to sell its majority stake. The fitness brand has engaged Moelis & Company to evaluate potential buyers, aiming to secure an owner who understands its affiliate-driven model and the strength of its global community.
“Our objective is to find the right partner—one with a connection to our community, an appreciation for our affiliate business model, and the passion and vision to lead us into the future,” CrossFit stated in its announcement.
For over two decades, CrossFit has built its reputation on a results-driven training methodology, growing from a grassroots movement into a global fitness brand. With more than 11,000 affiliates, over 100,000 credentialed coaches, and a presence in 150 countries, the company’s influence extends beyond fitness. CrossFit’s methodology has been integrated into programs supporting addiction recovery, youth development, and veteran rehabilitation. It has also evolved into an international competitive sport, with the CrossFit Games drawing elite athletes and large-scale participation each year.
Despite its impact, CrossFit has faced business challenges. The company’s total number of affiliates has declined from over 14,000 to fewer than 10,000, and participation in the CrossFit Games has dropped, according to *The New York Times*. The brand also faced scrutiny following the death of an athlete during last year’s event.
CrossFit’s next owner will play a critical role in shaping the future for its affiliate gyms, which operate independently but rely on the brand’s strength and stability. Many affiliate owners will be watching closely, as new leadership could mean shifts in business strategy, competition rules, or global expansion efforts.
As the search for a buyer begins, CrossFit remains focused on its long-standing mission: providing a simple and effective path to health and fitness for everyone from elite athletes to everyday participants. For its affiliates and broader community, the coming months will determine what the next phase of CrossFit looks like.
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