CrossFit CEO apologizes for 'tone-deaf' tweet about George Floyd after Reebok cancels its partnership with the fitness company

• The CEO of CrossFit has apologized for a comment he made in relation to George Floyd on Twitter over the weekend, which caused a backlash online.
• CEO Greg Glassman had responded to a tweet from the Institute for Health Metrics and Evaluation classifying racism and discrimination as a public health issue, saying: "It's FLOYD-19."
• His comment was called out for being insensitive and "tone-deaf." Several affiliate gyms and brands, including Reebok, have since ended partnerships with the fitness company.
• "I made a mistake by the words I chose yesterday. My heart is deeply saddened by the pain it has caused. It was a mistake, not racist but a mistake," Glassman said.

The CEO of CrossFit has apologized for a comment he made about George Floyd on Twitter, which caused a backlash online over the weekend.

CEO Greg Glassman responded to a tweet from the Institute for Health Metrics and Evaluation classifying racism and discrimination as a public health issue, saying: "It's FLOYD-19," Business Insider's Shoshy Ciment reported.

His comment was called out for being insensitive and "tone-deaf" and as a result, several affiliate gyms and brands – including Reebok – said they would end their partnerships with CrossFit.

On Sunday, CrossFit tweeted out the following statement from Glassman apologizing for his comment:

"I, CrossFit HQ, and the CrossFit community will not stand for racism. I made a mistake by the words I chose yesterday. My heart is deeply saddened by the pain it has caused. It was a mistake, not racist but a mistake," Glassman said.

He continued: "Floyd is a hero in the black community and not just a victim. I should have been sensitive to that and wasn't. I apologize for that. I was trying to stick it to the @IHME_UW for their invalidated models resulting in needless, economy-wrecking, life-wrecking lockdown, and when I saw they were announcing modeling a solution to our racial crisis, I was incredulous, angry, and overly emotional. Involving George Floyd's name in that effort was wrong.

"It's our hope that his murder catalyzes real change resulting in a level playing field for our black brothers and sisters. Please hear me when I say, we stand by our community to fight for justice. I care about you, our community, and I am here for you."