CrossFit is a privately owned company headquartered in the US. Founded in 2000, it employs approximately 1,650 individuals and is categorized as a tier 1 media tech buyer. The organization specializes in wellness and fitness services, functioning as a professional entity that promotes and organizes CrossFit fitness activities, events, and competitions.
FloSports announced an exclusive global media partnership with CrossFit on July 16, 2026, for the 2026 CrossFit Games, presented by Air National Guard. FloElite will carry comprehensive coverage across all divisions, including Individuals, Teams, Adaptive, Teenagers, and Masters, beginning July 21 in San Jose, California. Previously, on July 9, CrossFit partnered with ValorFit, a non-profit organization dedicated to supporting military veterans through fitness communities and structured connections. This initiative aims to connect transitioning service members with supportive local fitness environments to bridge post-service isolation. This follows an announcement on July 7 from new CEO Bruce Edwards, who confirmed that CrossFit is no longer up for sale. Berkshire Partners had been seeking a new buyer since the previous year, but the sale is now off.
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