Maida, L., Sheppard, J., & Rattray, P. ( 2020). CrossFit: When the Face of a Brand Becomes a Toxic Asset. 20-05. Notre Dame, IN: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame.
CrossFit founder and CEO Greg Glassman damages the brand after three public relations mishaps following the Black Lives Matter protests over George Floyd’s killing. Over 1,100 affiliate gyms and key sponsors cancel contracts with CrossFit, prompting Glassman to step down as CEO, leaving David Castro in charge.
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