Big news: CrossFit is not for sale. Bruce Edwards, the new CEO made that a condition of taking the job.

At the 2026 Two-Brain Summit in Chicago, Chris Cooper sat down live on stage with Bruce for a wide-ranging conversation about the future of CrossFit.

Bruce isn’t a newcomer to CrossFit. He was an original client of Greg Glassman in the late 1990s, one of the early guinea pigs who helped shape the methodology. He later owned CrossFit Aptos, served as COO of CrossFit and has now returned as CEO with a clear mandate: Fix the perception problem, rebuild affiliate value and bring the movement back to its roots.

In this episode of “Run a Profitable Gym,” Chris asks the big questions affiliate owners are asking, and Bruce shares his honest vision for what comes next for CrossFit.

Tune in to hear a candid conversation about CrossFit’s future under Bruce’s leadership.

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0:00 - Intro

0:20 - Why Bruce almost said no to the CEO role

6:43 - CrossFit’s North Star

8:46 - The Games vs. the affiliate story

13:22 - The future of CrossFit media

15:00 - Do GLP-1s have a place in fitness?

20:25 - Bruce's stance on partnerships

28:15 - A message to de-affiliated owners

30:07 - What affiliates should do right now