CrossFit, LLC is thrilled to announce that PBfit is the Official Peanut Butter of the CrossFit Games. PBfit, the beloved brand is known for its peanut butter powder and other innovative peanut butter products. This partnership seeks to drive additional visibility for CrossFit among PBfit's growing customer base, while introducing their cutting-edge product innovations to the CrossFit community.
PBfit is owned by BetterBody Foods, a privately held consumer packaged goods (CPG) company based in Utah. Known for their vertical integration, world-class ingredient sourcing, and commitment to offering healthier food options, BetterBody Foods has built a reputation for producing products that cater to the health-conscious consumer. PBfit’s peanut butter powder has become a popular choice for those seeking a lower-calorie alternative to traditional peanut butter without sacrificing flavor or protein content.
As part of the collaboration, PBfit will become an official sponsor of the CrossFit Games, with sponsorship rights throughout the 2025 CrossFit Open and CrossFit Games Finals. PBfit will also add an “Official Partner of the CrossFit Games” badge to select products, including their new protein bar that is launching soon.
PBfit’s new plant-based protein bar, which will debut in March 2025, is the Official Protein Bar of CrossFit Games. This bar is crafted with a macronutrient profile of 40% carbs, 30% protein, and 30% fat. These new protein bars combine high-quality protein with the rich, delicious taste of peanut butter, making them the perfect on-the-go snack for athletes and fitness enthusiasts alike.
“CrossFit thrives on simplicity and integrity in pursuit of peak performance. PBfit's clean, protein-rich nutrition exemplifies this ethos, delivering uncompromised quality through meticulous sourcing—fueling athletes to excel both in training and in life,” shared Greg Schwartz, VP of Global Partnerships. “We are excited for this new partnership with PBfit as it exemplifies exactly the types of companies we love to bring into the CrossFit ecosystem and community.”
"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.
To kick off this exciting collaboration, PBfit will launch a CrossFit Games sweepstakes in conjunction with the 2025 CrossFit Open. Lucky winners will receive a year’s supply of PBfit products, tickets to the 2025 CrossFit Games, and a number of additional surprises. This initiative will help further connect the CrossFit community to PBfit's products and bring additional excitement to the CrossFit Games season.
About BetterBody Foods & Nutrition
Founded in Utah by Stephen Richards & Steve Birt in 2007, BetterBody Foods believes making better food choices contributes to a happy and healthy life. Committed to providing the best organic and natural foods for cooking, baking, and wellness, the BetterBody Foods team is constantly innovating and creating new better for you products. The company created household names such as their best-selling PBfit peanut butter powder, Oatsome and Plant Junkie, all of which are available on-line and in major retailers around the country.
For more information about PBfit and BetterBody Foods, visit www.pbfit.com and www.betterbodyfoods.com.