NEW: CrossFit CEO Greg Glassman has resigned. He had come in under fire in recent days for inflammatory comments he made about the Black Lives Matter movement.
Former professional CrossFit athlete Elisabeth Akinwale says she was saddened by the controversy, but not surprised."This is just the culmination of a lot of things that have happened over a long period of time," Akinwale says."A lot of folks have been coming to me with their experiences as people of color in CrossFit spaces and how they haven't been responded to by upper levels of the organization.
Akinwale cites examples of black CrossFitters asking majority-white gyms not to play music with the N-word, and Latinx athletes being asked not to speak in Spanish while they work out., saying his comments were"a mistake, not racist but a mistake." But that hasn't stopped the cascade of gyms disaffiliating from the brand. Neither Glassman nor CrossFit could be reached for comment.Hammer says one of the biggest things CrossFit has going for it is the strength of the brand.
So what will CrossFit be called if athletes and gyms distance themselves from the brand?"I'm seeing a lot of the affiliates taking on their own names like such and such community fitness, as one example," Akinwale says.Akinwale says this moment of reckoning in CrossFit is a microcosm of the societal change happening in America right now. Three years ago,about racism in the CrossFit community on Instagram that largely went unnoticed.
"Just like when you're competing in athletics, when you see an opening, you strike; that's exactly what's happening right now," Akinwale says."There's a moment where people's minds are being open to different things, and this is the moment we need to take advantage of." In 2020, CrossFit might be an example of what happens when a brand doesn't live up to its customers' expectations.
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