There was a CrossFit commercial. On TV. During the NFC Divisional Championship game (that’s football, Juli). That means, I can only guess, that a few MILLION more people saw what CrossFit is all about for the first time.

I was sitting there at a lunch with my friend watching it at a bar (because I knew it would be on during the game), and for the entire commercial, I was just smiling and fist-pumping in my seat. What an idiot! The commercial was over and I said to my friend… “I know I had NOTHING to do with creating that commercial, but WOW did I feel proud watching it!”

A lot of people are saying that CrossFit has “sold out” now due to their partnership with Reebok, but I say, “if our goal is to change lives for the better and make people healthier, why does it matter HOW they hear about it?” I love it. Check out the commercial below.

To accompany that, another short video was released with CrossFit Founder, Greg Glassman, talking about what CrossFit is all about.

So… did CrossFit “sell out”? Well, to jump on a bandwagon that almost certainly saw an INCREASE in the “trending” that #CrossFit and #Reebok must have had on Twitter after the commercial was debuted yesterday, Hamilton Nolan (blogger from released a piece this morning on CrossFit.

The title of his post: Crossfit Is Over

Go ahead and click that title and read the full post over on the site (it’s pretty short), but the point of the post was to say that now Reebok has partnered with CrossFit, that the program is less “underground.” Does that therefore make the program less effective, too? And a partnership with Reebok? “Yeah. Not even one of the cool shoe brands,” he says.

Some of the things he says in the piece (pasted word-for-word):
“Next thing you know Crossfit gyms will be popping up at ever suburban strip mall from here to San Diego, and wealthy stay at home moms will start showing up after their yoga classes, and Jillian Michaels will make a Crossfit DVD, and there will be a Crossfit reality show and some MTV kid will get MADE, into someone who can do 20 pullups. And then there will be the inevitable Under Armour- Reebok- Nike Crossfit sneaker wars, until every Crossfit club is owned and branded, and there will be a pro tour and youth leagues and fashion shoots and celebrity endorsements and doping scandals and cheating.”

Actually guys…. he’s right. It’s been heading in that direction for some time, as we can all tell. You know why? Because people, athletes, companies… are starting to MAKE MONEY with CrossFit. You know where else that happens? Every other professional sport.

Again, though, back to my point, and my stance on the subject…. I don’t train/coach/(live?) CrossFit to make money from it. I do it because it’s hands-down the most effective physical training program I’ve ever come across. I do it because I’ve physically seen it change people’s lives for the better (my own included), not because Reebok now makes “CrossFit Shoes”.

(Sidenote: shoes I will likely NEVER own because of how expensive they are…)

So, is he right in saying “And Crossfit will be full of *ssholes. Too bad.”? No. I think there will be the same ratio of cool people to *ssholes as there is right now. As the sport continues to change, it’s core will still be the thousands of people who do it for the right reasons… and those regular, normal, everyday people are awesome!

You know what WON’T change, even when (even more) celebrities and professional sports teams start using CrossFit, though? I still won’t choose to associate with any of those people.

Final Thoughts:
CrossFit is quickly turning into two different things.

First is CrossFit as a workout program and fitness regimen. This side of CrossFit does, and ALWAYS WILL, be appropriate for anyone. Yes. Anyone can do CrossFit… (And personally, I think everyone SHOULD)

The second is CrossFit as a legitimate Competitive Sport. This is where there will be multi-million dollar prize packages, multi-million dollar sponsorships, scandals and controversies, celebrities, glitz and glam. That just comes with the territory, people. The difference between this and every other sport out there, is when people are in the stands watching the CrossFit Games, almost all of the fans are active participants in the same activities. So, even though we don’t lift as much weight, and move as quickly as those “elite firebreathers”… we share in what they do moreso than any other sport.

That’s one of the biggest differences in CrossFit to me. We all get it. And whether you’re the best athlete in your gym, or a first-timer getting off of the couch for the first time in a decade, we’re all on the same level…. we’re all trying to be “better than yesterday.”

So, while CrossFit may have “sold out” depending on who you ask…. CrossFit is most definitely NOT over.

Nice little rant today, huh?

Post your thoughts to comments!

  1. GW says:

    CrossFit is not over, it is just the beginning….think of skateboarding, snowboarding, etc….it was underground for the longest time but as the sport has grown and increased in the media so has the level of talent…I doubt anyone in the those industries feel that it has been a negative.

    People who say CrossFit has “sold out” are actually just scared of the new level of talent the increase in popularity and sponsorship opportunities will bring.

    • Smashby says:

      Thanks for the thoughts, GW!

      I definitely agree that some (many… most?…) people who say that are worried about “competition” within the sport.

      I also think there is a large percentage of people who are just upset the a program that is simply MORE EFFECTIVE then what they were doing/preaching/trying to sell came along.

      As an “every day fitness enthusiast”, as long as I can still get a good workout, from good coaches and be surrounded by good people…. I’m going to stick with CrossFit.

      It’s literally that simple to me, and I think a lot of other people feel the same way.

  2. Will says:

    I know i made a post on the facebook page but this one is eating at me more than most. The people who seem to be pissed the most are the “I was doing it before it was cool” crowd. Many of them were is good shape and made the transition to x-fit with out a fight. These type of people dont like when a guy with two terrible shoulders beats them in a work out or when someone over weight kills a workout or out lifts them. It frustrates me to no end because this is the essence of why cross fit is so cool you can and will get your butt whipped at any given moment. It should make you better and inspire you to work on that part of your game.

    Im going to call out a guy who inspires me at the gym, Alone! He is the guy these people are scared that cross fit “sold out” to. Cuz he comes decides to lay it on the line and all of the sudden his shadow isn’t just right behind them they are casing it.

    If I recall correctly at the 2011 games a few of the so-called favorites got their can handed to them in the swim and never made it to the latter part of the comp. Selling out only means the the cool crowd is going to have to up their game and get more well rounded. Crossfit is going to evolve and bring other things into it and get better.

    To back up what GW said about snowboarding I will say we are in the method grab phase of cross fit. Ten years from now when someone does the equivalent of a double cork we will all look back and talk about how we thought were breaking ground.

    So in as sarcastic of a tone as possible…Im mad that cross fit sold out and is bringing its self to the next level and in the process get people to better them selves and do things they never thought possible. This should have been reserved for the kids a the cool lunch table only how dare they not consult us!!!!!

    Okay my irrational, wandering, rant about “selling out” needs to come to an end. Im ready for my next butt whipping.

    • Smashby says:


      I’ll tell you what… I read your post this morning at work and got GOOSEBUMPS!! You obviously know I agree with you 100%, and the way you worded it just got me going.

      People fear what they don’t understand, right? I’ve also noticed in sports, that people “fear” what they don’t understand.

      To use your reference: “How is Alon so new to CrossFit… yet SUCH an animal!”

      The dude just doesn’t quit. Ever. And as we’ve seen at CrossFit Lakewood, and as people are seeing at gyms all around the world, that’s happening more and more!

      People are becoming SO EMPOWERED to do things they NEVER thought possible through the VEHICLE of CrossFit, and most importantly with THEIR OWN HARD WORK, that it’s almost like an unstoppable train. Seeing that power take shape can be VERY intimidating to some people.

      To others, like most of us at CFLW, it’s INSPIRING and CONTAGIOUS! Man, I just got goosebumps again…

      CrossFit isn’t going anywhere because through “CrossFit”, and what it represents, people like Alon are popping up everywhere…. and inspiring everyone!


      (for the record, though… there will only ever be ONE Alon Avdi) 🙂

  3. Willy says:

    Just for the record, Jillian Michaels already did a piece on “The Doctors” with Bob Harper about Crossfit and did a quick mini-WOD. So Mr. Nolan’s behind the times as it is.

    Besides, I don’t know how she’d do a DVD since it something different everyday, which is what I like about it.

  4. Alon says:

    Wow. I’m floored by what you guys have said. Thank you. Makes me want to keep fighting to improve.

    I’m grateful CrossFit sold out to me. The most amazing thing is that if you sell out back YOU. WILL. GET. BETTER.

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