Numerous brands have parted ways with CrossFit after the controversial tweet of the latter’s CEO. In a statement, Reebok has officially confirmed that they will be cutting their exclusive ten-year partnership with CrossFit:
“Our partnership with CrossFit HQ comes to an end later this year. Recently, we have been in discussions regarding a new agreement, however, in light of recent events, we have made the decision to end our partnership with CrossFit HQ.”
Everything Ended in One Tweet
The CEO caused an uproar in social media after tweeting about the death of George Floyd in the hands of the police. His tweet read “It’s FLOYD-19” as a direct reply to the Institute of Health Metrics and Evaluation. He publicly apologized a day later:
“I, CrossFit HQ, and the CrossFit community will not stand for racism. I made a mistake by the words I chose yesterday. My heart is deeply saddened by the pain it has caused. It was a mistake, not racist but a mistake.”
It was all too late.
Other CrossFit Partners Responded
Numerous brands followed Reebok in its decision. Rogue Fitness, announced that they will be omitting CrossFit’s logo in this year’s event. They will be working with the organizers of CrossFit games to identify the best course of action for both parties.
The brand may have lost a majority of its affiliates. CrossFit works in an Affiliate Marketing Model. Gyms are expected to pay the brand in exchange for training, certifications, resources, and qualifications for elite events. Around 200 gyms around the country have severed ties with CrossFit. Rocket CrossFit, an affiliated gym announced their disaffiliation with an image of Glassman’s expletive-ridden letter attacking the gym’s co-owner for allegedly calling CrossFit “racist”.
Athletes took a stand against the CEO’s distasteful statement. CrossFit Games champion Tina-Clair Toomey was saddened by the incident, stating that her future with CrossFit hangs in the balance. Four-time CrossFit Games champion Rich Froning called the CEO “callous” for his statements. Last year’s second-place finisher, Noah Olsen also announced that he would be taking a break from CrossFit Games this year.
What’s Next for Glassman?
CrossFit was undoubtedly silent on the matter just as other brands are publicly supporting the #BlackLivesMatter movement. In the past, they have shown support for the LGBT community and fallen soldiers.
Days after the controversy, Glassman has announced his resignation from his post. Recent developments to the story revealed that the former CEO allegedly told gym owners that neither he nor his employees mourn the death of Floyd.
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