In the latest episode of Constantly Varied Conversations, John Wooley dives into a topic that’s been on the minds of many within the CrossFit community: Is CrossFit dying?

Known for his insightful takes and deep understanding of the sport, Wooley explores the challenges and inconsistencies that have plagued CrossFit in recent years.

From ownership changes and leadership shifts to the evolving nature of the CrossFit Games, he offers a candid analysis of where the sport stands today and what needs to be done to secure its future.

As always, Wooley’s conversation is both thought-provoking and timely, making this episode a must-listen for anyone invested in the world of CrossFit.

Inconsistencies and Challenges: A Tumultuous Era

CrossFit has experienced significant upheaval in the last few years. The transition of ownership from founder Greg Glassman to private equity firm Berkshire Partners marked the beginning of a new era—one that has been anything but smooth. The pandemic further complicated matters, forcing the Games to relocate from Madison, Wisconsin, to the more intimate setting of The Ranch in California, before returning to Madison and now planning a move to Fort Worth, Texas.

Leadership instability has also played a role in the sport’s turbulence. The firing of Dave Castro, a pivotal figure in CrossFit, only to see him return later, added to the sense of uncertainty. These changes have left the community feeling unsettled, and this inconsistency has fueled the narrative that CrossFit might be losing its way.

The Importance of Storytelling: Engaging the Community

One of the most significant issues facing CrossFit today is the lack of effective storytelling. For years, fans have complained that the Games focus too narrowly on the top athletes, neglecting those who don’t contend for podium spots. While the quest to find the “Fittest on Earth” is essential, it has overshadowed the human stories that could make the sport more relatable and engaging to a broader audience.

Recently, Dave Castro attempted to address this by conducting interviews with individual athletes. However, these efforts fell short due to poor preparation and a lack of focus on the athletes themselves. Instead of using these interviews to build the athletes’ brands, the spotlight shifted back to Castro, missing a crucial opportunity to deepen fan engagement.

In contrast, sports like the Olympics excel at introducing lesser-known athletes to a global audience through compelling narratives. CrossFit needs to adopt a similar approach, making sure that every athlete’s story is told, not just those at the top. This will help build a more inclusive and connected community, which is essential for the sport’s growth.

Enhancing the Athlete and Fan Experience: A Two-Way Street

Improving the experience for both athletes and fans is another critical area where CrossFit needs to focus. While athletes often express gratitude for the opportunity to compete, the support they receive from the Games’ organizers often feels superficial. Providing swag is nice, but it’s not enough. Athletes deserve a world-class experience that goes beyond material gifts.

This includes top-notch facilities, personalized concierge services, and more opportunities for athletes to engage with fans. For instance, press conferences, meet-and-greets, and in-depth interviews can help athletes build their brands while also enhancing the fan experience. By fostering these connections, CrossFit can cultivate a more loyal and passionate fan base.

Leveraging CrossFit Legends: Bridging the Old and New

Another missed opportunity for CrossFit lies in its underutilization of retired legends. Figures like Mat Fraser, Rich Froning, and Julie Foucher remain incredibly popular within the community, yet CrossFit has done little to involve them in current events. By ignoring these athletes, CrossFit misses out on a valuable chance to connect the sport’s storied past with its present.

The Rogue Invitational has demonstrated how successfully integrating legends into events can enhance the overall experience for both fans and athletes. CrossFit should follow this model, incorporating these figures into the Games to honor the sport’s history and appeal to long-time fans who yearn for the “good old days.”

Strengthening Partnerships and Collaborations: A Strategic Approach

CrossFit’s approach to partnerships has been inconsistent, and this has hurt the sport’s growth. Over the years, the Games have cycled through sponsors like Fitaid, Monster Energy, and others, but these partnerships often feel transactional rather than collaborative. To truly grow the sport, CrossFit needs to establish long-term, community-driven partnerships that resonate with its audience.

One way to do this is by engaging the community in choosing sponsors. Asking fans what brands they want to see associated with CrossFit can help avoid missteps like the controversial Monster deal. Additionally, CrossFit should consider partnering with fitness brands that might be seen as competitors, such as HWPO or Proven. By doing so, CrossFit can expand its reach and attract new fans, ultimately benefiting the entire community.

Communication and Narrative Control: Telling CrossFit’s Story

Finally, CrossFit needs to take control of its narrative. The organization has done a poor job of highlighting its successes, such as affiliate growth and community outreach efforts. Instead of letting others dictate the conversation, CrossFit should actively promote its positive contributions to the sport and the broader fitness community.

This can be achieved by incorporating commercials, social media campaigns, and in-event promotions that showcase the good work being done. Whether it’s growing affiliates, offering scholarships, or launching new initiatives, CrossFit needs to share these stories with its community. By doing so, they can build trust and show that they care as much about the sport as the fans do.

Conclusion: Can CrossFit Thrive Again?

CrossFit is at a critical juncture. While the sport has faced significant challenges, there are clear steps that can be taken to ensure its survival and growth. By improving storytelling, enhancing the athlete and fan experience, leveraging the legends of the sport, solidifying strategic partnerships, and taking control of its narrative, CrossFit can not only survive but thrive.

The community wants to believe in the future of CrossFit. Now, it’s up to CrossFit to give them a reason to do so.