CrossFit is for Sale: status and what's next

CrossFit in 2025: For Sale Again – What’s Next for the Fitness Giant?

Published: March 17, 2025 | By GoPrimal Team

CrossFit, the global fitness phenomenon that redefined functional training, is reportedly up for sale again in 2025, marking its second attempt since 2020 to find a new owner.

With affiliate numbers shifting—around 14,000 worldwide in 2023, dropping to 11,500–12,000 by late 2024, and holding steady into early 2025—questions swirl about the brand’s future. What’s driving this sale, and how can the next buyer revitalize CrossFit? 

At GoPrimal, we’re diving into the data and the latest buzz, including insights from our founder Adri and Edu of 77 Feet Training, who recently tackled this topic on their podcast Los Otros de 77. Let’s explore the numbers, the news, and bold solutions to keep CrossFit thriving.

The State of CrossFit Affiliates: A Global Snapshot

CrossFit’s affiliate network has been a cornerstone of its success, but recent years show a rollercoaster trajectory:

  • 2023: Approximately 14,000 affiliates worldwide, including over 13,000 paying gyms, with strong representation in Europe—Spain (400–450), Germany (350–400), Benelux (300–350), and France (400–450).
  • 2024: A peak of over 14,000 affiliates early in the year, followed by a significant dip after 1,461 gyms de-affiliated, many triggered by the fallout from an athlete’s death at the 2024 CrossFit Games. By year-end, the total settled at 11,500–12,000.
  • 2025 (Year-to-Date): As of March 17, 2025, affiliate numbers remain stable at around 11,500–12,000 globally, with Spain, Germany, Benelux, and France each maintaining roughly 300–450 affiliates.*

This decline in affiliates, paired with a reported decrease in popularity (as noted in posts on X), signals challenges—brand perception, competition from rivals like Hyrox, and evolving fitness trends among younger generations. So, why is CrossFit for sale again?

Why Is CrossFit on the Market in 2025?

Posts trending on X and industry chatter suggest CrossFit’s sale stems from a dip in its cultural dominance. Once the go-to for high-intensity fitness, it’s facing headwinds:

  • Brand Damage: The 2024 CrossFit Games tragedy shook trust, prompting affiliate exits and public backlash.
  • Competition: Hyrox, with its shorter, accessible 1-hour race format, is luring fitness enthusiasts seeking variety and simplicity.
  • Gen Z Disconnect: Younger audiences crave fast, social-media-friendly fitness experiences—CrossFit’s multi-hour workouts and niche appeal may feel outdated.

On a recent episode of Los Otros de 77, Adri, founder of GoPrimal, and Edu, founder of 77 Feet Training, unpacked this news. Adri noted, “CrossFit built a legacy, but it’s at a crossroads.

The new buyer needs to rethink how it connects with today’s fitness world.” Edu added, “The affiliate model is gold, but the brand’s competition strategy feels stuck. It’s time to evolve.”

Solutions for the New CrossFit Buyer

If CrossFit is to reclaim its throne, the next owner must act decisively. Here are five bold ideas, inspired by Adri and Edu’s podcast insights and GoPrimal’s vision for functional fitness:

  1. Engage Gen Z
    CrossFit needs a digital facelift—think bite-sized workouts, TikTok challenges, and gamified fitness apps. Gen Z thrives on instant gratification and community; a “CrossFit Lite” option could hook them early, blending high-intensity moves with social media swagger.
  2. Duplicate the Hyrox Model
    Hyrox’s 1-hour format is a hit for a reason—it’s intense, accessible, and event-driven. CrossFit could launch shorter, spectator-friendly competitions (think 60-minute showdowns) to rival Hyrox, drawing crowds and athletes who value efficiency without sacrificing grit.
  3. Engage Affiliates with Revenue Sharing
    Affiliates are CrossFit’s backbone. The new buyer could share profits from competitions and sign-ups, incentivizing gyms to stay loyal and recruit harder. Adri emphasized, “Empower affiliates—they’re the real ambassadors. Give them a stake, and they’ll fight for the brand.”
  4. Step Back from Organizing Competitions
    CrossFit’s hands-on approach to events has led to missteps (e.g., 2024’s safety concerns). Outsourcing to third-party organizers with proven expertise could streamline operations, boost credibility, and let CrossFit focus on its core—training and community.
  5. Clean Up Third-Party Fraud
    Edu raised a critical point: “Fraudulent management of the CrossFit name by third party organizers is poisoning trust.” The buyer must crack down on shady third parties running subpar events under the CrossFit banner, restoring faith among athletes and affiliates alike.

What’s Next for CrossFit?

The sale of CrossFit in 2025 could be a reset button—or a missed opportunity. With affiliate numbers holding steady but growth stalled, the brand needs a visionary owner to blend its gritty roots with modern appeal.

At GoPrimal, we’re rooting for a revival that honors CrossFit’s legacy while pushing boundaries—much like our own mission to fuel strength and performance.

Adri and Edu’s Los Otros de 77 discussion underscores the stakes: CrossFit isn’t dead—it’s just waiting for the right spark.

Whether it’s shorter competitions, a Gen Z pivot, or a stronger affiliate bond, the solutions are there. The question is: will the new buyer seize them?

Who could potentially acquire CrossFit?

So far, one leading contender has emerged: BeSport, a Swiss holding company with a portfolio of sports and fitness brands.

According to The New York Times, BeSport has previously collaborated with CrossFit and currently owns Northern Spirit, a functional fitness apparel brand, as well as Hustle Up, an app that connects athletes, coaches, and gym owners.

This existing involvement in the CrossFit ecosystem makes BeSport a strategic candidate. While BeSport’s president, Florian Jullien, stated that it’s “too early to talk” specifics, he did not rule out the possibility of bringing CrossFit under BeSport’s umbrella.

Given its deep investment in functional fitness communities, BeSport aligns well with CrossFit’s ideal buyer—one that is community-driven and well-versed in the affiliate model.

What do you think CrossFit’s future holds? Drop your thoughts below, and explore how GoPrimal’s gear and supplements can power your own fitness journey—CrossFit or otherwise.

Author: Adri F. Linares, GoPrimal founder and host of Los otros de 77 Podcast

*For precise, up-to-date figures, direct access to CrossFit’s affiliate database or an official statement from CrossFit Inc. would be required, which is not publicly available as of March 17, 2025.