CrossFit Relaunches Online Retail Store Featuring Classic Apparel and Gear 

If you have been looking to fill your wardrobe with some new CrossFit gear, you are in luck. 

• On Tuesday, July 23, the CrossFit store is being relaunched. 

The e-com portal will open in phases, the first of which will highlight T-shirts, sweatshirts, hats, and accessories.

• “Our launch collection features classic pieces representing the heritage of the brand. In future drops, we will expand our offering to include performance apparel, workout gear, and additional limited edition collections and brand collabs,” CrossFit CMO Jenna Hauca told the Morning Chalk Up in a statement.  

Additional product lines, partners, limited-edition products, and capsule collections will appear later. 

Are you searching for something to commemorate the Games’ move to Texas? 

• CrossFit will also offer limited-edition items for sale only at the CrossFit Games in Fort Worth.

The landscape has been missing the CrossFit online store for several years.

Worth noting: CrossFit is currently accepting applications for a director of retail position it is seeking to fill. The successful candidate will “lead and grow our retail operations and online sales channels, driving sales growth and enhancing customer experiences.” 

• Learn more and apply here.

Remind me: Originally, the CrossFit store was powered by Reebok, when the footwear company was the title sponsor of the Games. 

CrossFit HQ hosted an additional e-commerce portal, The CrossFit Stuff Store, which featured a range of products, often selected personally by Greg Glassman.

• CrossFit shuttered the stores in 2019 but then announced that it would partner with WIT Fitness, a global sports retailer based in London that offers various products from the major brands within the CrossFit space. 

The plan would’ve seen the CrossFit store (store.crossfit.com) and The CrossFit Stuff Store (stuff.crossfit.com) combined into a single portal on CrossFit’s website, which WIT would then manage.

• With COVID’s impact on the 2020 season, in addition to the ownership change at CrossFit, and a new CEO at WIT, fans never got to see the planned final iteration of this collaboration.

The CrossFit Stuff store closed, and CrossFit minimized the products in the main store. 

• The partnership with WIT ebbed and flowed over the next few years. CrossFit then re-invested in the idea early during Eric Roza’s tenure as CEO, before WIT Fitness went under administration (similar to bankruptcy in the United States). 

What they’re saying: In her statement to the Morning Chalk Up, Hauca stressed the importance of authenticity to the CrossFit brand. 

She noted that the models featured on the site are coaches and members at CrossFit Training Yard in Toluca Lake, CA, the affiliate owned by 16-time Games athlete (17-time qualifier), Becca Voigt-Miller.

• “We’re so excited to offer the CrossFit community a new, streamlined way to purchase gear that celebrates who we are, what we do, and why we do it. This fully integrated online store makes it easier than ever to fly the flag and show off your pride in the CrossFit brand,” Hauca concluded.

Featured image: Drew Schwartz