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Home » Crossfit News » 3 Ways Rich Froning Would Fix CrossFit (If He Were CEO)

3 Ways Rich Froning Would Fix CrossFit (If He Were CEO)

The 10x champ already has a plan in mind.

Teaganne Finn
Written by Teaganne Finn
Last updated on May 28th, 2025

Rich Froning, a 10-time CrossFit Games champion (individual/team) and G.O.A.T., was recently interviewed on the Beat the Heat podcast hosted by Todd Anderson. During the interview, Froning shared his thoughts on what he would do if he were the new CEO of CrossFit, beginning with revitalizing the community.

https://youtu.be/eh1r-7Fi0Fc?si=og4zoh_GJXG292-i&t=1128

Remind me: CrossFit HQ announced last month that the brand is for sale and informed the community it is seeking a new owner. While rumors have circulated regarding potential buyers, there has yet to be any formal confirmation. However, speculation is always fun and prompts “if I were king for a day” conversations. 

  • “Let’s say you wake up tomorrow and you’re the CEO of CrossFit; you make all the calls. What are the first three things you do?” Anderson asked. 

Community

“You gotta bring the community back,” Froning said. He elaborated on his answer by acknowledging that the brand needs to make money, but there must also be value in the name of CrossFit. 

  • Froning’s proposal: “You can freeze however long you decide — a couple of years, two years, whatever; we’re not taking any more new affiliates. We’re gonna let people come back in that have left. Within this period, we’re gonna try to mend the community.”

Push the Brand

Froning also suggested reintroducing a more robust media team to promote the brand. 

  • Froning’s proposal: “I think you have to get subject matter experts who are preaching, for lack of a better term, the gospel of CrossFit and do a podcast network.”

Bridge the Gap

Froning’s final suggestion was to reduce the gap between elite athletes and the broader CrossFit community.

  • Froning’s proposal: “If you win the CrossFit Games, yes, you’re going to get your money. But to get a bonus, you’ve gotta agree to come to two communities, like a deliverable. We’ll make sure it’s not an inconvenience, but we’ve gotta connect the athletes back to the community.” 

Froning acknowledged that there is no connection between athletes and CrossFit at the moment, and repairing that bridge is crucial for strengthening the brand.  

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  • CrossFit Choice Raises £38,000+ to Honor Coach McCoy Turner and Support Men’s Mental Health
  • 2025 Mayhem Classic Invitational – Results and Recap

Featured image: @BeatTheHeatPodcast / YouTube

Teaganne Finn

About Teaganne Finn

Teaganne is a health and fitness writer. She is also a trainer in New York City at Union Square CrossFit and Dutch Kills Fitness in Queens, NY. After one year of rowing in college and trying her hand at triathlons, Teaganne landed in a CrossFit gym and hasn't looked back since. She has competed at local competitions and at Wodapalooza in 2020 on an intermediate team. Her background is in political journalism and she hails from Washington, DC where she lived for five years writing for outlets such as Bloomberg and NBC covering breaking news.

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