This led Reebok and other brand partners to distance themselves from CrossFit. Glassman apologized and returned the tweets on Sunday.
But many fitness owners say tweets weren’t the only issue – the silence in front of them was the same.
“By watching both the Covid-19 pandemic and then the United States, they were waking up and fighting for social justice in a very big way and seeing CrossFit say that nothing was really painful,” said Alyssa Royse, owner of Rocket Community Fitness. in Seattle, Washington.
CrossFit did not respond to requests for comment.
Royse changed the name of her gym from Rocket CrossFit to Rocket Community Fitness. CrossFit partner gyms pay the company an annual fee to use the brand name and description of CrossFit training classes, but otherwise the gyms operate independently of the company.
“As a brand, Rocket could not be aligned with a larger brand that was not on the right side of the story … It’s this huge global majesty that said nothing,” Royse said.
A “colossal mistake”
Shortly after the protests began in the last week of May, owners and athletes of the CrossFit gym began to wonder in online forums when the company would issue a statement.
“Many gyms have sent emails and posted,” said Lieven DeGeyndt, owner of Petworth Fitness in Washington, DC, formerly Petworth CrossFit.
“We are not asking them to protest or become activists, but we are looking for them. something, “DeGeyndt said.” As a business owner, I understand that it is a challenge, but there is a difference between right and wrong here. “
Royse says she sent an e-mail to CrossFit executives on June 3, explaining her decision to leave the partnership and urging the company to speak up.
“I had a long relationship with the top leadership at HQ,” Royse said. “I was really worried that they were making this colossal mistake not only in the bow of justice but also in the health of the brand.”
“It’s a difficult writing, but we want to make it clear [CrossFit] and as many other collaborations as we can: CrossFit’s inaction on anti-racist work is unacceptable and, therefore, we choose to be decompressed by CrossFit. As a brand that has declared itself to be “for everyone”, the deafening silence on current and past racism issues tells us everything we need to know.
“Members of this community feel neglected, neglected, trapped and hurt. Some are isolated, angry and confused, while others are actively looking for ways to make a real difference. We see you. We hear you,” the statement said.
Lost brand partners
However, the next day, on June 6, Glassman returned to various tweets in which he criticized the Institute for Health’s Measurement and Evaluation Institute’s statement that racism was a matter of public health.
“Floyd-19,” Glassman replied on Saturday.
In a follow-up tweet, Glassman said the coronavirus model at the Institute for Health Research “failed” and criticized it for modeling a “solution to racism.”
“The violent assassination of George Floyd has sparked national unrest. The quarantine in itself “is accompanied at all times and under all political regimes by a suspicion of suspicion, mistrust and unrest,” he tweeted.
Following Glassman’s tweets, Reebok said it would not renew its partnership with CrossFit.
“Our partnership with CrossFit HQ will end later this year,” Reebok told CNN Business. “Recently, we have discussed a new agreement, but given the recent developments, we have decided to end our partnership with CrossFit HQ. We will fulfill our remaining contractual obligations in 2020.”
“Rogue does not support the latest statements made by CrossFit CEO Greg Glassman,” the statement said. “His comments are unacceptable under any circumstances.”