CrossFit at a Crossroads

Eric Roza, new CEO and owner of CrossFit Inc.


If you’re familiar with the original ideas behind CrossFit (the idea that we as a business fell in love with), you know about hard work, community, self-improvement, acceptance and all things the like. Charging towards health and wellness via voluntary hardship and sweat equity is the surface level idea. Look one layer deeper and you find themes involving the warm embrace of others, acceptance for who you are, and working collectively at improvement.

Since Greg Glassman’s disgusting misuse of a major platform hit the headlines, themes of community have seemingly been lost by the very man that for so long sat atop the brand. It is painful to observe that the man we once viewed as a revolutionary in the fitness industry has a heart so misaligned from that of the 10ex community. We never considered that the mind of our then hero, now antagonist, might be morally bankrupt. It is a tough pill to swallow.

Fortunately, the monstrous actions of one individual cannot bring the wholistic good of functional fitness to a halt. After a flood of emotion, a great deal of time spent hashing-out corrective action, and a commitment to a true change of course, CrossFit and its affiliates (us) have started rebuilding. Watching developments from afar, we are pleased to see CrossFit’s decision to remove the cancer that is Glassman. We’re also cautiously optimistic with the introduction of new owner and CEO, Eric Rosa. Rosa made his direction clear in his initial statement – “Racism and sexism are abhorrent and will not be tolerated in CrossFit. We open our arms to everyone, and I will be working hard to rebuild bridges with those whose trust we have lost.” As a 10 year CrossFit veteran, Rosa understands how to own and operate affiliates and knows the power that the CrossFit community has in Colorado, the United States, and worldwide.

10 Experience was born from an idea that encompasses a life lived to the fullest…mentally, physically and emotionally. A #10exlife is one grounded in fitness, but rooted much deeper. The 10 Experience is one designed to inspire those within our community to truly live, with or without the CrossFit name. A CrossFit affiliation is not permanent and we are in no position to guarantee that 10 Experience will wear the ‘CrossFit’ badge for life. What we will guarantee is our continual commitment to inspire through fitness. Our foundation rests firmly upon love and acceptance.

2020’s been a bumpy road for us all. Emotionally-charged decisions are tough. May our 10ex actions speak much louder than one “Glass man’s” words and may all of our members understand just how valuable you are. Very.

Thanks for holding the line and continuing to trust us with your fitness through the thick and the thin.



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