#943 - Will Ahmed - The Downfall Of CrossFit & The Future Of Fitness
In this episode of Modern Wisdom, host Chris Williamson and WHOOP founder Will Ahmed explore the trajectory of CrossFit, from its humble beginnings as an email list to its transformation into a dominant force in fitness culture. They examine how internal conflicts and controversies, including leadership issues during the Black Lives Matter movement, contributed to CrossFit's declining influence in the fitness industry.
The conversation also delves into how the fitness landscape has evolved in CrossFit's wake, with brands like F45, Barry's, and Orange Theory gaining prominence by offering different approaches to group fitness. Ahmed and Williamson discuss the increasing importance of sleep in fitness tracking, noting that WHOOP data shows only 22% of users get adequate sleep, highlighting sleep quality as an emerging focus in fitness monitoring.
This is a preview of the Shortform summary of the May 19, 2025 episode of the Modern Wisdom
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1-Page Summary
The Rise and Fall of the Crossfit Brand
What began as a simple email list evolved into CrossFit, a revolutionary fitness movement that captured attention through its strong sense of community and powerful brand identity. However, this success story would eventually face significant challenges that would reshape the fitness industry landscape.
Internal Challenges and Leadership Issues
CrossFit's momentum was severely impacted by internal turmoil, particularly during the Black Lives Matter movement when controversy erupted around Greg Glassman's racist remarks. The organization's reputation took another hit when Will Ahmed, WHOOP's founder, characterized CrossFit as their most dysfunctional business partner.
The Changing Fitness Landscape
As CrossFit's influence waned, new fitness communities emerged to fill the void. Chris Williamson notes that brands like F45, Barry's, and Orange Theory have gained popularity by offering more accessible workout experiences compared to CrossFit's intimidating intensity levels.
The fitness industry is also witnessing a growing focus on sleep as a crucial health component. According to Ahmed, only 22% of WHOOP users get more than seven hours of sleep, highlighting a widespread issue with rest quality. Sleep is becoming the new frontier in fitness tracking, similar to how step counting previously captured public attention. The hosts emphasize that developing good sleep habits is just as crucial as maintaining a strong work ethic.
1-Page Summary
Additional Materials
Clarifications
- CrossFit is known for its high-intensity workouts that can be intimidating for some individuals due to the demanding nature of the exercises and the competitive atmosphere it fosters. In contrast, fitness communities like F45, Barry's, and Orange Theory offer more approachable and structured workout experiences that cater to a wider range of fitness levels and preferences. This accessibility factor has contributed to the popularity of these alternatives as they provide a more inclusive environment for individuals seeking a supportive and less intimidating fitness setting.
- Sleep is increasingly recognized as a critical aspect of overall health and fitness, impacting factors like recovery, performance, and metabolism. In the fitness industry, tracking sleep patterns has gained importance similar to how step counting was once a prominent metric for measuring activity levels. Prioritizing good sleep habits is now considered essential alongside traditional fitness practices for optimal well-being and athletic performance.
- The emphasis on developing good sleep habits as being as crucial as maintaining a strong work ethic highlights the growing recognition of sleep's impact on overall health and performance. Prioritizing quality sleep can enhance physical recovery, cognitive function, and emotional well-being, all of which are essential for optimal fitness and productivity. In today's fast-paced world, where work demands often overshadow rest, acknowledging the importance of sleep underscores a holistic approach to well-being. Balancing a diligent work ethic with adequate rest is increasingly seen as a key factor in achieving long-term success and overall wellness.
Counterarguments
- CrossFit's model may still be effective for a niche audience that thrives on high-intensity workouts and the sense of camaraderie it fosters.
- The issues with leadership may not reflect the values and practices of individual CrossFit gyms and their communities.
- The characterization of CrossFit as dysfunctional by WHOOP's founder is a single perspective and may not represent the experiences of other business partners or stakeholders.
- While new fitness brands are gaining popularity, it doesn't necessarily mean that CrossFit's methods are obsolete; diversity in fitness options can cater to different preferences and needs.
- The focus on sleep within the fitness industry, while important, should not overshadow other aspects of wellness such as nutrition, mental health, and physical activity.
- The statistic about WHOOP users' sleep patterns may not be representative of the general population or other fitness communities.
- Emphasizing sleep as a new frontier in fitness tracking could be seen as a marketing strategy rather than a purely health-driven initiative.
- The importance of sleep is well-established, but the implication that it is just now being recognized in the fitness industry could be challenged, as many health professionals have long advocated for its significance.
- The comparison between sleep tracking and step counting may oversimplify the complexities and individual variations in sleep health and physical activity monitoring.
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The Rise and Fall of the Crossfit Brand
CrossFit's beginnings as an innovative fitness movement and its initial growth are contrasted with its decline amidst controversy and leadership dysfunction, set against the backdrop of shifting fitness industry trends.
Crossfit's Grassroots Beginnings and Rapid Growth
CrossFit began modestly as an email list that snowballed into a significant fitness movement, boasting a strong sense of community and brand identity.
Crossfit's Rise: The Power of Community and Brand
The hosts underline the magnetic appeal of CrossFit, attributing its rapid ascent in the fitness world to the robust community bonds it fostered and the potency of its brand.
Internal Challenges and Dysfunction Within Crossfit Organization
However, CrossFit's success was undermined by internal issues and the handling of external social concerns.
Glassman Racism Controversy and BLM Handling Led To Crossfit's Downfall
The hosts discuss the pivotal role the "Greg Glassman racism stuff and the craziness during Black Lives Matter" played in tipping the scales toward CrossFit's downfall. A shift in leadership emerged during this turbulent phase.
Podcast Host Labels Crossfit Leadership Dysfunctional
Will Ahmed, WHOOP's founder and a partner of CrossFit, openly criticized the organization’s internal workings, branding it as the most dysfunctional partner they had engaged with.
Shifting Trends in the Fitness Industry
In the wake of CrossFit's decline, a void was left for emerging fitness trends and communities to fill, complemented by a growing emphasis on sleep as a crucial component of health.
Crossfit's Decline Opens Doors For F45, Barry's, Orange Theory, HiRocks
The hosts point out that with the waning of CrossFit, other fitness communities like F45, Barry's, Orange Theory, and HiRocks have risen to popularity, presenting workouts and a sense of community that resonate with those once drawn to CrossFit.
New Fitness Communities Offer Accessib ...
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The Rise and Fall of the Crossfit Brand
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Actionables
- You can foster a sense of community in your fitness routine by starting a small workout group with friends or neighbors. By creating a regular schedule and encouraging each other, you'll build strong bonds similar to those that contributed to CrossFit's initial success. For example, set up a weekly park meet-up where you try different workout styles together, keeping it inclusive and supportive.
- Explore fitness options that prioritize inclusivity and varied intensity by sampling local classes or online workouts. This could mean trying a beginner yoga session one week and a dance cardio class the next, allowing you to experience the diversity in fitness akin to what F45 and Orange Theory offer. Keep a journal to note how each style makes you feel and which community vibes resonate with you.
- Prioritize sleep as a key co ...
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