CrossFit participation numbers have fallen to their lowest in a decade, while the company is up for sale.
While competitors such as Hyrox, luxury gym chains and running clubs have surged in popularity, CrossFit appears to be struggling to recover from last year’s tragedy.
At the 2024 CrossFit Games, athlete Lazar Ðukić drowned during the first event in Fort Worth, Texas.
The competition continued across the weekend, though several athletes, including Lazar’s brother Luka, chose to withdraw.
Following Ðukić’s death, CrossFit HQ launched an investigation and outlined future safety measures.
However, it has not released the full report, citing privacy and legal concerns.
In a statement on Instagram, Luka Ðukić expressed concern about the organisation’s handling of the incident, and encouraged athletes and gym owners to reflect on their involvement.
Participation in this year’s CrossFit Open, the annual three-week global competition open to anyone worldwide, fell by 32% to 204,144 competitors.
Google Trends data shows interest in CrossFit spiked in August 2024 following Ðukić’s death, but search volume during this year’s Open was lower than in 2024 and 2023.
TIO CrossFit coach Michael Gornall said: “While many members still took part as they wanted the competition with others in the gym, as well as with their statistics from previous years, there was a notable decrease in the enthusiasm for The Open this year and I think that stemmed from people just being fed up with the organisation.”
Athlete backlash
Many top-level athletes have also stepped away from this year’s season, including former champion Annie Thorisdottir and five-time podium winner Patrick Vellner.
Posting on Instagram, Vellner said: “Last summer I lost a friend. Lazar’s death was a tragedy.”
At a time when the professional athletes are turning to alternative competitions like Hyrox or the World Fitness Project, gyms and group exercise classes, particularly in London, are also on the rise.
Rising competitors
Former member of CrossFit Shapesmiths, London’s largest CrossFit gym, Amber King quit last year and joined Third Space, a chain of luxury health clubs.
She said: “I initially joined CrossFit after quitting rugby because I didn’t want to keep getting injured.
“I missed the community aspect of team sports, and CrossFit helped fill that gap; it wasn’t like going to the gym on your own.”
However, recurring issues with an old injury eventually led her to seek a more varied training approach.
King added: “At Third Space, I get a more rounded fitness experience.
“They offer everything under one roof, reformer pilates, spin, yoga, even CrossFit-style classes, plus sauna, steam, and cold plunge facilities.
“I do miss the social side. At Third Space, you do your workout and leave.
“I’ve been there a year and haven’t really made new friends, whereas I’m still close with people I met at CrossFit.”
Meanwhile, traditional CrossFit training providers such as HWPO Training, PRVN Fitness, and The Progrm have announced partnerships and programmes designed for Hyrox races.
Whether it’s a canny expansion for the brands or an indication of a move away from CrossFit is yet to be seen, but the endorsing an alternative brand is a first for each of the training providers.
Hyrox claims to be the world’s largest mass-participation fitness race, and consists of running and functional strength exercises.
The race is identical across all global events, with many competitors returning to improve their personal bests.
CrossFit coach Claire Sharpe has recently ventured into Hyrox, but remains sceptical about whether the fitness race will replace CrossFit.
Sharpe said: “I really enjoyed competing in Hyrox, and you could see lots of people absolutely loving it, but I don’t think it’s a training methodology like CrossFit is.
“I think Hyrox works with CrossFit really well, as CrossFit gets you really prepared for Hyrox, as well as fitter and stronger more generally.
“But by having the same race all over the world, you’re only training people to get stronger or fitter in eight movements.
“CrossFit’s biggest strength is how adaptable it makes people doing it. There are so many different movements and skills to learn and get better at.
“Whereas, only doing Hyrox risks turning fitness into a formula, rather than a flexible pursuit of all-round great health.
“I don’t see anything wrong with doing Hyrox events; they’re really fun and a great way to improve.
“But I do think, as they’re just the same thing, people will eventually lose interest.”
CrossFit’s most decorated athlete, Tia-Clair Toomey-Orr, has recently entered into the Hyrox foray, alongside many fellow athletes from PRVN Fitness.
She has also hinted at retirement, stating that this year’s Torian Pro qualifier will be her last.
CrossFit CEO Don Faul sent an email to CrossFit affiliate owners in March confirming widespread rumors about a potential sale, according to Men’s Fitness.
He wrote: “Our objective is to find the right partner—one with a connection to our community, an appreciation for our affiliate business model, and the passion and vision to lead us into the future.”
CrossFit was approached for comment.
Feature image: Photo by Victor Freitas on Unsplash
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