"Why CrossFit devotees leaving the brand behind is such a big deal," 12 June 2020

Since George Floyd’s killing at the hands of police and the global protests that have followed, companies across industries have found themselves in the middle of a reckoning. Consumers have demanded that brands take real action on racial inequality rather than just posting platitudes on Instagram. CrossFit didn’t even do that, remaining silent for over a week after Floyd’s death, which some in the community found disconcerting and even damning... Founder Greg Glassman then outraged people further when he wrote a controversial tweetabout Floyd, comparing Floyd’s killing and the subsequent uprising to the coronavirus. Then, he made offensive comments while on a call with CrossFit gym owners... High-level trainers, athletes, and owners have resigned, vowed to disaffiliate from the brand, or spoken out... Reebok, Rogue Fitness, and other brands cut ties with CrossFit.