In mid-2020, Eric Roza bought CrossFit, Inc. from CrossFit Founder and former CEO, Greg Glassman. The sale was first announced on June 24, 2020, just a few weeks after Glassman had resigned as CEO amidst a swirl of controversy. Eric took over as CEO at a critical time for a membership organization known for its cult-like following and devoted members. He brings tremendous experience and passion to CrossFit. Robbie Kellman Baxter invited Eric to the show because she's been fascinated by CrossFit since her sister and brother-in-law discovered it in 2010. She wrote about how CrossFit develops superusers, members so committed and passionate that they spend their own money and time for the good of the brand, in her book, The Membership Economy. In this episode, Eric and Robbie talk about how to right a membership culture after a crisis, walking that fine line of rebuilding the organization while not losing what had made it great, and bringing together a broad group of stakeholders around a new forever promise.