CrossFit LLC has officially announced its intent to seek new ownership, a move that confirms recent industry speculations. The announcement, made on March 12, 2025, comes just before the final week of the 2025 CrossFit Open, a pivotal event in the CrossFit calendar.
CrossFit Initiates Sale Process
In a communication to affiliate owners, CEO Don Faul disclosed that CrossFit has engaged investment bank Moelis & Company to facilitate the search for a suitable buyer. Faul emphasized the goal of finding a partner who resonates with the CrossFit community and values its unique affiliate business model. While the exact timeline for the sale remains uncertain, Faul assured that daily operations would proceed without interruption during this period.
Historical Context and Challenges
CrossFit’s current ownership by private equity firm Berkshire Partners began in 2020. The decision to sell follows a challenging phase for the brand, including scrutiny after the death of elite CrossFit athlete Lazar Ðukić at the 2024 CrossFit Games. Despite these challenges, CrossFit continues to be a significant entity in the fitness industry, boasting over 11,000 affiliate gyms worldwide and more than 100,000 credentialed coaches. The company’s emphasis on measurable fitness outcomes and its distinctive affiliate model have cultivated a dedicated global following.
Upcoming Affiliate Town Hall
To address concerns and questions from affiliate owners, CrossFit has scheduled a virtual town hall on Thursday, March 13, at 9 a.m. PT / 12 p.m. ET. Details for registration have been provided in the company’s recent email communication. Faul reiterated his commitment to ensuring a seamless transition, acknowledging the vital role of the community’s support and dedication in CrossFit’s success. He expressed optimism about the future and the opportunities that the sale process may unveil.
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- Don Faul: Courtesy of CrossFit Inc.
