'CrossFit has outgrown Greg Glassman': UAE gyms join global movement to cut ties with the brand

The UAE's CrossFit-affiliate gyms are severing ties with the global sporting entity, following an outcry over CrossFit boss Greg Glassman posting a tweet that made light of George Floyd's death.

Glassman has faced global backlash after he replied to a tweet by the Institute for Health Metrics and Evaluation that called racism and discrimination "public health issues". He tweeted: "It's Floyd-19", referring to Floyd, the black man killed by a white police officer in the US, and the global Covid-19 pandemic.

There have been calls for Glassman to apologise, delete the tweet and resign from his position, with international CrossFit athletes and gyms making statements via their social media, distancing themselves from Glassman and his sentiments.

There are more than 13,000 CrossFit-affiliate gyms across the globe, and the UAE franchises are joining the movement to cut ties with the brand. These gym owners pay tens of thousands of dirhams in annual fees to CrossFit HQ to be associated with the sport and brand, but they are now reconsidering their affiliation altogether.

Vogue Fitness, the home of CrossFit Yas, with 10 CrossFit gyms across the UAE, quickly removed mention of CrossFit from all of its social media profiles yesterday.

Founder Billy Graham, says the team will be seriously reconsidering its affiliation in the coming weeks, but chose to remove CrossFit Yas from its name until the situation is rectified.

“It was a very simple decision for us to make,” explains Graham. “The outcome of the chief executive of CrossFit's comments did not align with our beliefs. We felt that removing the word CrossFit from our social media was an immediate action that we could take while we consider the next steps in our relationship with CrossFit HQ.”

He says that CrossFit as a global sport and community has "outgrown Glassman", and calls for his resignation.

“We believe Glassman should step down and bring forward a change in leadership that can reconnect with the core values of the CrossFit community, which include equality, acceptance and inclusion.”

This isn't the first time Glassman has courted controversy. Earlier this month, he slammed a CrossFit gym owner in Seattle who emailed the team at headquarters, questioning the organisation’s decision to remain silent regarding the international race-related protests.

The owner emailed: “CrossFit is the only major brand I can think of which has failed to take a stand … let’s be clear, your silence is taking a stand.”

Glassman replied that he believed quarantine was having adverse impacts on her mental health, calling her "delusional". The email and its response have been circulated on CrossFit websites, which also sparked outrage.

Reebok is the latest brand to cut ties – following a move by Rogue Fitness, which provides strength training equipment to gyms – to remove CrossFit from its branding and upcoming competition, saying it will see what the team does to rectify the situation.

Other CrossFit affiliates in the UAE have also chosen to take a stand.

Marcus Smith, founder of InnerFight gym in Al Quoz, said the gym does not support Glassman's statements and would also be cutting its ties with CrossFit after eight years as an affiliate.

CrossFit Duo, based in Iconic Fitness in Dubai Marina, has issued a statement to members condemning the chief executive’s statements, but saying it would remain as an affiliate for now.

“Although Iconic Fitness is a registered affiliate of CrossFit, we categorically do not agree with or condone the tweet that was delivered. We do not support or defend racism or the unequal treatment of anyone, in any situation.

“We are also not immediately going to condemn CrossFit as an organisation forever. Our affiliation fee has been paid through January of next year. We are going to wait and see if CrossFit, as an organisation, can learn from this and grow to better represent the values that Iconic holds sacred.”

CrossFit Alioth in Barsha posted a statement on social media announcing it would no longer be affiliating with the brand, and that they do not stand by Glassman's comments.

James Wright, gym manager of Alioth, says he believes this could be the end of the CrossFit brand globally.

"It is a very difficult position to come back from. Stepping down and CrossFit HQ making a statement of change would be a start, but would not undo all the damage that has been done.

"Unless drastic changes are made at CrossFit HQ, then I can't see the brand surviving. However, the successful methodology and the inclusive community fitness will."

CrossFit Metalize, based in Ras Al Khor, has also chosen to remove CrossFit from its name and released a statement: “Over the past few days, it’s become clear that the values of CrossFit HQ and its founder do not align with our values, nor do they align with the hopes and dreams we have for the diverse, inclusive and welcoming community we have worked so hard to create.”

All of the gyms have made it clear they will continue to operate as separate entities until the brand resolves the issue.

Whether this is the end of the CrossFit brand globally remains to be seen.

Glassman has since apologised, in a tweet shared to the official CrossFit handle. "I, CrossFit HQ, and the CrossFit community will not stand for racism," he wrote. "I made a mistake by the words I chose yesterday. My heart is deeply saddened by the pain it has caused. It was a mistake, not racist, but a mistake."