Reebok breaks ties with CrossFit following a tweet from George Floyd's CEO

Reebok breaks ties with CrossFit following a tweet from George Floyd’s CEO

Gym owners say they were disappointed from CrossFit’s failure to quickly issue a statement expressing solidarity with the protesters or supporting black athletes, as dozens of companies did in the days following George Floyd’s death. Then on Saturday, CrossFit CEO Greg Glassman posted several controversial tweets citing Floyd’s death and the paranoia of the corona, causing outrage on the internet.

This led Reebok and other brand partners to distance themselves from CrossFit. Glassman apologized and returned the tweets on Sunday.

“I, CrossFit HQ and the CrossFit community will not support racism,” Glassman said. he said on Twitter. “I made a mistake with the words I chose yesterday. My heart aches deeply for the pain it caused. It was a mistake, not a racist one, but a mistake. Floyd is a hero of the black community and not just a victim. ” should be sensitive to that and not. I apologize for that. “

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.

CrossFit industrial blog Morning Chalk Up he said had compiled a list of 210 gyms that had withdrawn their partnerships since Monday afternoon. CNN Business has not been able to verify this amount independently.

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.”

DeGeyndt’s Petworth Fitness published one Instagram statement on June 5, explaining his decision to leave CrossFit.

“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.

Petworth’s annual CrossFit partnership fee had to be paid this month. Instead, the gym plans to donate the money to Black Lives Matter and recognize your rights, a non-profit organization founded by former San Francisco 49ers quarterback Colin Kaepernick.
On June 5, CrossFit finally released one statement saying he had “unpleasant discussions about injustice, racism and all forms of hatred”, asking how he could better support the Black CrossFit community.

“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 Fitness sports equipment manufacturer also distanced from the company and said in a statement she plans to re-evaluate her work with the company moving forward.

“Rogue does not support the latest statements made by CrossFit CEO Greg Glassman,” the statement said. “His comments are unacceptable under any circumstances.”

Multiple other gyms unhappy after tweets.
“West Fitness does not support racially indifferent comments from CrossFit CEO Greg Glassman,” said the owner of West Fitness (formerly CrossFit West) in Santa Cruz, California. he said on Instagram on Sunday announcing his decision to be discouraged. “His comments are unacceptable and he is not one of the leaders we want to represent.”

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