Some Canadian CrossFit gyms distance themselves from brand in wake of founder’s comments on racism

The Canadian Press

But like some other gym owners across Canada, Thornton thought it was crucial to cut ties with the CrossFit brand, no matter the cost, after CrossFit founder Greg Glassman’s insensitive comments about Black Lives Matter protests last weekend.On Saturday, the research firm Institute of Health Metrics and Evaluation tweeted: “Racism is a Public Health Issue.”

CrossFit, an exercise brand that incorporates movements like high-intensity interval training, Olympic weightlifting, and power lifting, was founded by Glassman and Lauren Jenai in 2000 in Santa Cruz, Calif. There are 13,000 affiliated gyms worldwide.CrossFit is not a franchise, and while gym coaches must be CrossFit certified, individual gyms are free to develop their own training programs.

Jason Darr, who owns Vancouver gym CrossFit 604 with his wife Riley, said the affiliation fee virtually paid for itself in drop-in fees from out-of-town visitors. In 2018, CrossFit chief knowledge officer Russell Berger was fired after he thanked an Indianapolis gym for “refusing to celebrate sin,” after the gym cancelled a Pride Month workout.

Thornton said cutting ties with the CrossFit brand will mean throwing out about $10,000 in signage and merchandise. There’s also additional costs in web development for new branding and more. The financial concerns come while gyms across the country are still reeling from the effects of the global pandemic.

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