Matt O’Keefe is HWPO Training’s New CEO

Mat Fraser's HWPO adds O'Keefe at the helm.

Following 2022 Wodapalooza — the 10th anniversary of that competition — won by Emma McQuaid and Pat Vellner, Matt O’Keefe announced he is leaving his role as President of Loud And Live Sports, Wodapalooza’s event organizer. O’Keefe’s decision was not to step away from the CrossFit space, but rather team up with an athlete he used to represent. He is now the CEO of Mat Fraser’s HWPO (Hard Work Pays Off) Training. On Feb. 4, 2022, O’Keefe took to his Instagram page to post about his new role:

Today I join the HWPO training team and couldn’t be more ready to work.

O’Keefe served as President of Loud And Live Sports for four years, expanding the number of CrossFit® contests it operates to include the Granite Games, the West Coast Classic, and the Madrid CrossFit Championship in addition to Wodapalooza. For the 2021 CrossFit season, the Granite Games and the West Coast Classic served as Semifinals for the 2021 CrossFit Games. O’Keefe’s decision to leave Loud And Live Sports was one he contemplated for nearly a year before ultimately making the move.


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[Related: CrossFit to Program Same Two Events for All 2022 Semifinals; Adds One Day to CrossFit Games]

After retiring from competitive CrossFit in February 2021, five-time Fittest Man on Earth® Mat Fraser moved into programming HWPO for CrossFit athletes of all levels, including training some of the sports current top stars, such as Mal O’Brien and Jayson Hopper. Fraser also released a book titled HWPO — Hard Work Pays Off with Spenser Mestel and started Podium Nutrition with the Buttery Bros, Heber Canon and Marston Sawyers. HWPO was the first program available on the HYBRID Strength Coach app.

O’Keefe represented Fraser for seven years when he was active in competitive CrossFit, as well as other CrossFit elite athletes like five-time Fittest Woman on Earth® Tia-Clair Toomey, Vellner, and two-time Fittest Woman on Earth® Katrin Davidsdottir, among others. O’Keefe chatted with BarBend CEO David Tao on the BarBend Podcast in April 2020 to discuss the origin of Loud And Live Sports , managing top athletes in CrossFit, and where competitive CrossFit still has room to grow. You can listen to the episode below:

Featured image: @okeefmr on Instagram