Exit Under Pressure
How CrossFit’s Crisis Exposed the Risk of Founder-Led Brands and Forced Exits
We all love a founder story... until it becomes a cautionary tale.
Greg Glassman – the founder of CrossFit was a brash, unfiltered, often confrontational leader who built one of the most influential fitness movements of the 21st century. CrossFit wasn’t just a workout. It was a culture. A tribe. And Glassman was its Firestarter…and he almost burned it all down.
When your personal brand is deeply tied business, your opinions, actions and personal antics can have a massive impact on your business.
What Went Wrong at CrossFit?
The spark that ignited Glassman’s downfall came in June 2020, shortly after the murder of George Floyd. While the world was responding with protest and solidarity, Glassman responded to a tweet by the Institute for Health Metrics and Evaluation that said, "Racism is a public health issue," with two words:
"It's FLOYD-19."
The comment was callous and racially insensitive during a time of deep collective outrage and mourning.
It didn’t stop there.
On a private Zoom call with CrossFit affiliate gym owners, Glassman doubled down. He made additional offensive and racist remarks, mocked public health officials, and showed a startling lack of awareness about how his personal views were impacting the global CrossFit community.
The backlash was immediate and fierce:
· Reebok, CrossFit’s biggest sponsor, immediately ended their partnership.
· Other major brands (Rogue Fitness, FitAid) and prominent athletes distanced themselves or pulled out.
· Over 1,200 affiliate gyms pledged to disaffiliate from the CrossFit brand.
He resigned within days and sold the company shortly after. Many believe it was the only option. No one would touch CrossFit with him at the helm.
This wasn’t a natural exit. This was a forced one.
His personal brand, once seen as rebellious and anti-establishment, had crossed into toxic territory.
Meanwhile, HYROX Was Gaining Momentum
In 2017, two German entrepreneurs, Christian Toetzke and Moritz Furste, quietly launched HYROX – a new global fitness competition designed to test endurance, strength, and functional fitness. Think CrossFit meets Spartan Race meets HIIT.
Unlike CrossFit, which required specialized equipment and coaching, HYROX was built to be accessible, repeatable, and scalable across gyms and fitness levels. It was less about culture and more about performance.
While CrossFit was dealing with scandal and shedding affiliates, HYROX was expanding into new countries, attracting elite athletes and everyday fitness enthusiasts alike. They emphasized inclusivity, professionalism, and consistency… everything Glassman was no longer known for.
By 2024, HYROX had gone mainstream. Everyone I know is talking about it and quite a few friends are planning to participate. (Personally…I’m on the fence!)
What Founders Must Learn from This
As a brand strategist, I’ve spent the last decade helping founders build brands rooted in purpose, clarity, and alignment. And this story isn’t just about fitness. It’s about founder risk.
Here’s the truth:
If your personal brand becomes a liability, it can take the whole business down with it.
Especially if there’s no clear separation between who you are and what your business stands for.
Glassman was CrossFit. So when he fell, so did the brand.
This is why I believe every founder must build a personal brand that’s distinguishable from the business.
This protects your company’s reputation if things go sideways… it also makes your business far more exitable.
When I wrote about the three ways to exit your business, I emphasized this exact point:
You can exit by choice.
You can exit by force.
You can exit through evolution.
Greg Glassman exited by force. His behaviour left him no other option. And because CrossFit wasn’t designed to live without him, the brand suffered.
The Pressure to Sell Is Real
Many founders wait too long to plan their exit. They get caught in the identity trap: I am the business. They ignore the warning signs. And suddenly, they’re forced to exit – sick, burned out, or canceled.
That’s why now is the time to:
Clarify your personal brand so it can stand on its own.
Build a business brand with its own identity and values.
Create a strategic plan for what happens after you.
No matter whether you want to sell in 10 years or 3 – your brand needs to be ready.
Specific Actions Founders Can Take
Audit your brand presence.
As yourself: Is everything centered around you or does the business have its own voice?Get clear on your values.
Make sure your personal values align with the brand but aren’t the only thing holding it up.Anticipate PR risks.
Have a crisis communication plan, and don’t assume it "won’t happen to you."Reputation check.
Get honest feedback from people you trust. Are your public actions aligned with how you want to be perceived?Start thinking like an acquirer.
Would someone buy this brand if you were removed from the picture?
Ready to build a brand that works for you and what’s next? That’s what we do.
At Lab Creative, we help founders’ and CEO’s future-proof their brand, clarify their positioning, and build something that lasts.
Your personal brand is powerful. Make sure it’s working for your business, not against it.
Book a call with us today → Let’s talk about how to strengthen your founder and business brand for long-term value.
Download The Founder’s Brand Playbook → Learn how to separate your personal and business brand, increase perceived value, and prepare for a successful exit.