CrossFit has kicked off 2025 with significant expansion of its global partner network, bolstering support for both the business and the 2025 Games season. CrossFit has successfully secured new strategic partnerships alongside the continued support of existing partners, demonstrating growth and confidence in the future of CrossFit.
With an eye on the 2025 CrossFit Games and beyond, the first half of 2025 has already shown strong progress as CrossFit welcomes new partners and deepens relationships with existing partners across diverse sectors, including fitness equipment, nutrition, health and wellness. These key partnership deals underscore the worldwide appeal and credibility of the CrossFit brand, with partners eager to align with CrossFit’s position as a fitness leader.
Key Highlights for the First Half of 2025:
- New Partnerships: CrossFit has signed several exciting partnerships that speak to the evolving needs and interests of the CrossFit community, with an emphasis on top-of-the-line apparel and equipment, with Velites, LUXIAOJUN and Zenni, technology solutions, with Levels, and nutritional favorites like PBfit, Pasture Provisions, and Tempo by Home Chef. Additionally, CrossFit has partnered with Saatva as its first Official Mattress, Bedding, and Sleep Partner. These business partners bring a shared commitment to supporting athletes and fitness enthusiasts with the best technology and ingredients.
- Strengthened Existing Relationships: CrossFit is proud to continue its work with Rogue, the United States Border Patrol, YETI, 2POOD, GOWOD, Hustle Up, the Federal Air Marshal Service, and STRONG Coffee, brands that have a deep commitment to the CrossFit community and play a vital role in supporting our athletes, affiliates, and our broader community. These partners are further committing to a shared vision of fitness excellence as they expand their involvement in 2025.
- Support for the CrossFit Games Season: CrossFit's partnerships play a crucial role in powering the 2025 competitive season. The new and renewed agreements reflect a shared commitment to celebrating the sport of CrossFit through world-class events, athlete support, and fan engagement. This momentum will build excitement leading into the 2025 CrossFit Games, set to take place in Albany, August 1st through 3rd.
“CrossFit is privileged to work with the leading fitness equipment, technology, and nutrition brands that share our vision to empower people’s health journeys. Together, we are partnering to bring the best brands to our affiliates, athletes, and fans,” shared Greg Schwartz, VP of Global Partnerships, CrossFit. “CrossFit has always been about community and delivering a scalable fitness methodology, and we’re excited to have partners that share our commitment to these values with products and services that empower health.”
The newly secured partnerships and continuing relationships are pivotal in maintaining CrossFit’s leadership position in the fitness space. With the first half of 2025 showing early signs of partnership success, CrossFit is still the most recognized, resilient, and dynamic brand in the fitness world.
Select Quotes from Our Partners
“We’ve been proud to support the CrossFit community through the Hustle Up app for many years,” shared Florian Jullien, CEO of Hustle Up. “It was a natural decision for us to continue our partnership, and we’re honored to deepen our work with new sponsorship opportunities and upcoming CrossFit events. Hustle Up is and has always been here to support the CrossFit community, from athletes to coaches and gym owners, and we’re looking forward to many more years of working together.”
“Our partnership reflects a deep alignment in values,” said Josh Clemente, President and Co-founder at Levels, “We’re honored to support the CrossFit mission by providing tools that help individuals personalize and optimize their metabolic health journeys.”
"I’m a huge fan of CrossFit and everything it stands for. It promotes not just fitness, but a holistic approach to health—combining nutrition, flexibility, cardiovascular, and strength training. PBfit and CrossFit are a perfect fit, and I’m beyond excited to partner with this incredible community," added Stephen Richards, CEO & Founder of BetterBody Foods & PBfit.
“Partnering with CrossFit presents a powerful opportunity for Saatva to champion our commitment to restorative sleep and wellness,” said Ron Rudzin, Founder and CEO of Saatva. “CrossFit athletes exemplify peak performance and discipline, and we’re proud to support their recovery with handcrafted products designed to optimize rest.”
“From our early days as a vendor at the Games to now becoming the Official Coffee of the CrossFit Games, our partnership with CrossFit has been key to our brand's growth,” said Adam Von Rothfelder, CEO of STRONG Coffee Company. “I am excited for STRONG Coffee and CrossFit to continue to grow together as we strive to reach our shared goals of greatness within our community.”
“Tempo is proud to partner with CrossFit, a brand that shares our vision of making wellness achievable in our everyday routines,” said Allison Schowengerdt, Tempo’s Director of Brand Strategy. “We understand the unique challenges faced by those who prioritize their fitness goals while managing busy schedules. Our meals provide a simple, fast solution to fueling up with protein and nutrients to maximize performance.”
“We’re thrilled to continue our support for the CrossFit community,” said Bill Neff, head of marketing for YETI. “For nearly 20 years we’ve built products designed to support some of the toughest people and pursuits in the world, so it’s been exciting to watch the CrossFit community embrace our brand and gear firsthand over the last few years. We look forward to helping these world-class athletes stay hydrated and performing at their best for years to come.”
“We are thrilled to announce this exciting partnership with CrossFit, a brand that shares our passion for pushing boundaries and challenging limits. We believe that performance is about more than just physical strength, it’s about having the clarity to see the potential within ourselves and the world around us,” said Robb Chiarini, Head of Partnerships, Licensing & Events at Zenni Optical. “Together with CrossFit, we’re committed to helping athletes and fans enhance their vision and unlock their full potential, whether in the gym or in life. This collaboration represents a perfect fusion of innovation, health, and empowerment, and we couldn’t be more excited for what’s ahead.”
For more information and partner updates, please visit: https://www.crossfit.com/crossfit-games-partners