Meet Greg Glassman, the CrossFit CEO whose comments about George Floyd torpedoed the company's relationships with brands, athletes, and gyms

Katie WarrenJun 10, 2020, 03:34 IST

Greg Glassman (right) talks to employees in Washington, DC on July 31, 2015.Linda Davidson / The Washington Post via Getty Images

Greg Glassman is the cofounder and CEO of CrossFit, a fitness company that generates $4 billion in annual revenue, per Forbes.
Glassman has come under fire for an insensitive tweet and other alleged comments about George Floyd over the weekend as protests over Floyd's death and racial injustice sweep the country.
Reebok and many affiliate gyms have ended their partnerships with CrossFit as a result of Glassman's tweet, for which he has since apologized.
A former teenage gymnast and later a personal trainer, Glassman cofounded CrossFit with his then-wife in 2000.
The 63-year-old fitness guru has been described as "charismatic, "contrarian," and "profane."

Greg Glassman is the cofounder and CEO of CrossFit, a fitness company with a cult following that generates about $4 billion in annual revenue, per Forbes.

Glassman is facing backlash for an insensitive tweet as well as alleged private comments he made about George Floyd over the weekend, as tens of thousands of people across the world continued to protest over Floyd's death and racial injustice.

In response to a tweet from a health research institution that classified racism as a public health issue, Glassman tweeted, "It's FLOYD-19." Separately, a CrossFit affiliate gym owner alleges that, in a Zoom call with employees and gym owners over the weekend, Glassman said, "I do not mourn George Floyd" and seemed to downplay racism.

Glassman has since apologized for his tweet about Floyd, but not before an outcry that saw Reebok, affiliate gyms, and athletes end their relationships with CrossFit. Per Morning Chalk Up, more than 100 affiliate gyms have cut ties with the brand so far, and CrossFit athletes are denouncing the CEO's comments and pledging to boycott the 2020 CrossFit Games.

Glassman cofounded CrossFit in 2000 with his then-wife, Lauren Jenai, and the brand has since grown to more than 15,000 affiliate gyms in the US and around the world. While the Washington Post has estimated Glassman's net worth at $100 million, Forbes, which tracks the wealth of the richest Americans, does not have an estimate for Glassman's net worth.

CrossFit did not respond to Business Insider's request for comment for this story.

Here's how Glassman went from a teenage gymnast to the CEO of a $4 billion brand.

Greg Glassman is the cofounder and CEO of CrossFit, a high-intensity workout regimen that's practiced in more than 15,000 affiliate gyms in the US and abroad, according to the company.

Greg Glassman in a 2016 video supporting Nanette Barragan. Crossfit

Greg Glassman is the cofounder and CEO of CrossFit, a high-intensity workout regimen that's practiced in more than 15,000 affiliate gyms in the US and abroad, according to the company.

Glassman, a teenage gymnast who spent years as a personal trainer, cofounded CrossFit, Inc. with his then-wife Lauren Jenai in 2000.

Greg Glassman (right) talks to employees in Washington, DC on July 31, 2015. Linda Davidson / The Washington Post via Getty Images

CrossFit has built up a cult following over the years.

A CrossFit coach watches a participant do a deadlift during a CrossFit workout on March 14, 2014 in San Anselmo, California. Justin Sullivan/Getty Images

The fitness brand makes most of its money from the annual fees it charges its affiliate gyms.

People exercise outside a CrossFit gym in the Netherlands on May 23, 2020. Robin Utrecht/SOPA Images/LightRocket via Getty Images

Since 2007, CrossFit has been hosting an elite athletic competition called the CrossFit Games, which has the goal of finding the fittest man and woman on earth.

A competitor during the 2012 CrossFit Games in Charleston, South Carolina. SrA James Richardson/USAF/Tribune News Service via Getty Images

Glassman owns 100% of CrossFit after his 2012 divorce from cofounder Lauren Jenai, during which Glassman bought out her shares of the company.

Despite its loyal following, CrossFit has been controversial over the years. Critics call it dangerous because of its emphasis on speed and weight lifted rather than on technique.

A woman does a deadlift during a CrossFit workout on March 14, 2014 in San Anselmo, California. Justin Sullivan/Getty Images

Despite its loyal following, CrossFit has been controversial over the years. Critics call it dangerous because of its emphasis on speed and weight lifted rather than on technique.

Now, CrossFit is facing backlash over Glassman's comments on George Floyd, a black man whose death in police custody last month kicked off worldwide protests over racial injustice and police brutality.

The day Glassman posted his apology, a CrossFit affiliate gym owner accused the CEO of downplaying racism and of saying in a Zoom call, "I do not mourn George Floyd."

Glassman sits down with CrossFit's podcast team in 2018. CrossFit/YouTube

Separately, a CrossFit gym owner in Seattle published an email purported to be from Glassman in which he called her "a sh--ty person" for asking why CrossFit was staying silent on the protests following Floyd's death.

Protesters confront police outside the 3rd Police Precinct on May 27, 2020 in Minneapolis, Minnesota. Stephen Maturen/Getty Images

Separately, a CrossFit gym owner in Seattle published an email purported to be from Glassman in which he called her "a sh--ty person" for asking why CrossFit was staying silent on the protests following Floyd's death.

After Glassman's tweet about Floyd, Reebok and many affiliate gyms said they would end their relationships with the fitness brand.

A Reebok brand ambassador at an event in Moscow, Russia. Oleg Nikishin/Getty Images for Reebok

CrossFit athletes have denounced Glassman's comment and pledged to boycott the 2020 CrossFit Games, which are scheduled for October 10 through November 11 in Madison, Wisconsin.

Glassman's tweet about Floyd is not the first contentious social media post that he and CrossFit have made over the years.

Glassman in a March 2019 interview on YouTube channel Team Richey. TeamRichey/YouTube

In 2018, a CrossFit executive was fired after tweeting that he believed celebrating LGBTQ Pride was "a sin."

Elizabeth Winterbourne / Shutterstock

In 2014, a transgender woman sued CrossFit for discrimination for not allowing her to compete as a female in the CrossFit Games, despite the fact that she was legally recognized as a woman in California.

Woman who filed the suit against CrossFit not pictured. ANDREAS SOLARO/Getty Images

In 2014, a transgender woman sued CrossFit for discrimination for not allowing her to compete as a female in the CrossFit Games, despite the fact that she was legally recognized as a woman in California.

In the past couple of years, Glassman has delved into the medical sphere with a venture called "CrossFit Health," which aims to tackle chronic disease related to poor diet and inactivity.

People exercise outside a CrossFit gym in the Netherlands on May 23, 2020. Robin Utrecht/SOPA Images/LightRocket via Getty Images

In the past couple of years, Glassman has delved into the medical sphere with a venture called "CrossFit Health," which aims to tackle chronic disease related to poor diet and inactivity.

Glassman is a self-proclaimed libertarian and an outspoken critic of the American soda industry.

Glassman in a 2016 interview with CNBC. CNBC/YouTube

Glassman is selling his 11-acre oceanfront estate in Hawaii for $9.5 million.

Kauai, Hawaii. Douglas Peebles/Corbis via Getty Image

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Meet Greg Glassman, the CrossFit CEO whose comments about George Floyd torpedoed the company's relationships with brands, athletes, and gyms

Greg Glassman is the cofounder and CEO of CrossFit, a high-intensity workout regimen that's practiced in more than 15,000 affiliate gyms in the US and abroad, according to the company.

Glassman, a teenage gymnast who spent years as a personal trainer, cofounded CrossFit, Inc. with his then-wife Lauren Jenai in 2000.

CrossFit has built up a cult following over the years.

The fitness brand makes most of its money from the annual fees it charges its affiliate gyms.

Since 2007, CrossFit has been hosting an elite athletic competition called the CrossFit Games, which has the goal of finding the fittest man and woman on earth.

Glassman owns 100% of CrossFit after his 2012 divorce from cofounder Lauren Jenai, during which Glassman bought out her shares of the company.

Despite its loyal following, CrossFit has been controversial over the years. Critics call it dangerous because of its emphasis on speed and weight lifted rather than on technique.

Now, CrossFit is facing backlash over Glassman's comments on George Floyd, a black man whose death in police custody last month kicked off worldwide protests over racial injustice and police brutality.

The day Glassman posted his apology, a CrossFit affiliate gym owner accused the CEO of downplaying racism and of saying in a Zoom call, "I do not mourn George Floyd."

Separately, a CrossFit gym owner in Seattle published an email purported to be from Glassman in which he called her "a sh--ty person" for asking why CrossFit was staying silent on the protests following Floyd's death.

After Glassman's tweet about Floyd, Reebok and many affiliate gyms said they would end their relationships with the fitness brand.

CrossFit athletes have denounced Glassman's comment and pledged to boycott the 2020 CrossFit Games, which are scheduled for October 10 through November 11 in Madison, Wisconsin.

Glassman's tweet about Floyd is not the first contentious social media post that he and CrossFit have made over the years.

In 2018, a CrossFit executive was fired after tweeting that he believed celebrating LGBTQ Pride was "a sin."

In 2014, a transgender woman sued CrossFit for discrimination for not allowing her to compete as a female in the CrossFit Games, despite the fact that she was legally recognized as a woman in California.

In the past couple of years, Glassman has delved into the medical sphere with a venture called "CrossFit Health," which aims to tackle chronic disease related to poor diet and inactivity.

Glassman is a self-proclaimed libertarian and an outspoken critic of the American soda industry.

Glassman is selling his 11-acre oceanfront estate in Hawaii for $9.5 million.