Several Brands, gyms, and athletes are putting an abrupt end to their affiliations with CrossFit, sequel to the CEO Greg Glassman insensitive remark on microblogging platform (Twitter) about George Floyd and the current ‘Black Lives Matter’ demonstrations holding across the United States.
On June 4, the Institute for Health Metrics and Evaluation tweeted a statement which called racism and discrimination critical public health issues that demand an urgent response. In his June 6 response to the tweet, Glassman replied “It’s FLOYD-19.” Glassmans tweet refers to George Floyd, a black man who died on May 25 when a police officer knelt on his neck for 8 minutes 42 seconds.
Members of the CrossFit community immediately took up the tweet. Responses to the tweet from fitness enthusiasts called the statement tone-deaf, disgusting and racist. Many also called on affiliates and sponsors to drop partnerships with the CrossFit brand, and which has in turn led to companies like Reebok and CrossFit pros like Rich Froning to denounce the brand.
In a statement to Footwear News, Reebok said, “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. We will fulfill our remaining contractual obligations in 2020. We owe this to the CrossFit Games competitors, fans and the community.”
In an Instagram video statement, CrossFit pro and CrossFit Games four-time champion Froning said he doesn’t condone or support Glassmans comments, but is still invested in a CrossFit community that is inclusive and up-lifting.
While Ive struggled with some decisions made by CFHQ over the last couple of years, that is nothing compared to what has happened the last couple of days, and has made it impossible to stay loyal to leadership who make callous statements that alienate and divide in a time when unity is needed, Froning wrote in the caption of the Instagram post. “While Im considering what our next steps are, we cannot and will not stand with these comments or beliefs.”
Gyms affiliated with CrossFit are also calling off partnerships and changing their names to exclude CrossFit. A spreadsheet moving about amongst fitness communities on Reddit lists gyms around the United States that are dropping CrossFit from their names and denouncing the brand. Presently, more than 50 gyms were included on the list.
Other affiliates like CrossFit Magnus also decided to cut ties with the Washington, DC-based global fitness organisation.
“After eight years as a CrossFit affiliate we are ending our affiliation,” CrossFit Magnus spokesman Nick Hurndon wrote in a social media post.
“We will no longer continue to ‘carry your water’, as it is antithetical to anything we stand for and only serves the continuation of systemic racism.”
It should be noted that CrossFit has over 13,000 gyms in more than 120 countries, and generates about $4 billion (S$5.6 billion) in annual revenues. AFP
