CrossFit faces a unique challenge. Who exactly is their customer? Is it the affiliate owner? The coach? The athletes competing at the Games? Or the gym members grinding out WODs across the globe?

As the brand goes up for sale, Dan Uyemura and Nick Reyes take a deep look at the state of CrossFit and what they’d do differently if they were in charge. From bolstering affiliate support to doubling down on storytelling across the ecosystem, this episode dives into the obstacles, opportunities, and strategic choices CrossFit HQ faces.

You’ll hear why creating both content and education are essential to CrossFit's success and how leaning into authentic stories — from elite athletes to everyday gym members — is the secret to driving growth and building community. Dan and Nick also discuss why sport should remain a key part of CrossFit’s identity and how it can drive participation in gyms everywhere.

This episode is not about throwing stones, but offering insights into how CrossFit can thrive while supporting the people who matter most.

Love CrossFit? Own an affiliate? Think the Games need a revamp? Email us with your thoughts at [email protected].

Timestamps:

[01:30] The current state of CrossFit HQ

[03:10] Who is CrossFit's real customer?

[05:24] Pick a lane: Education vs. Sport

[07:31] Why the CrossFit Games matter for brand visibility

[09:54] Storytelling is CrossFit’s biggest opportunity

[11:07] Lessons from F1, UFC, and other industries

[13:30] What CrossFit’s media strategy needs to focus on- [14:34] Supporting affiliates with media and business tools