CrossFit Founder's Downfall Marked by Lavish Spending, Personal Scandals

The charismatic founder of CrossFit, Greg Glassman, built a fitness empire on intense workouts and a cult-like following, but his tenure was ultimately defined by lavish spending, personal scandals, and controversial remarks, according to a new book. Glassman, who started CrossFit in 1995 as a broke college dropout in Santa Cruz, California, transformed the company into a global fitness phenomenon that, at its peak in 2018, boasted over 15,000 affiliated gyms worldwide.

Glassman's early days were marked by financial struggles. He shared a room with his son and slept on a futon with his future wife, Lauren Jenai, while launching the business. His workouts, which combined demanding weightlifting with gymnastics and often pushed clients to their physical limits, quickly gained a dedicated following. The couple married in 1998 and opened their own gym in 2001, which became the first CrossFit affiliate.

As CrossFit grew, fueled by online postings of daily workouts and a licensing model that allowed new gym owners to use the brand, Glassman's personal life and spending habits became increasingly extravagant. Author Calum Marsh, in his book "The Glass Box: The Shocking True Story of How CrossFit Broke the Rules, Made Millions, and Changed Fitness Forever," recounts instances of extreme excess. These included a $5,000 detour to a Grand Junction, Colorado, airport so Glassman could satisfy a craving for Chick-fil-A during a private jet trip. Marsh noted that such spontaneous excursions were typical of Glassman's spending.

Marsh's research, which involved reviewing financial records and internal documents, revealed a lack of financial oversight. One striking example was a monthly Verizon bill that reached nearly $200,000, covering hundreds of phone plans, including those for employees' relatives and individuals who did not work for the company. Glassman reportedly also used company funds to pay for gym memberships for women he met.

Glassman's personal life was also tumultuous. His marriage to Jenai, who handled much of the company's financial administration, deteriorated amidst his alleged affairs with other women. Marsh reports that affairs were common within the organization, with some employees expressing discomfort. Glassman, however, defended his actions, stating that he owned 100 percent of the company and its finances were his to manage.

The company's growth attracted major sponsors, including Reebok, which signed a ten-year licensing and sponsorship deal in 2010. However, Glassman's behavior sometimes clashed with potential partners. During negotiations with Reebok, he reportedly disregarded their dietary commitments by consuming bread and tequila.

By 2012, the ownership of CrossFit became a point of contention between Glassman and Jenai, leading to a buyout that left Glassman as the sole owner. Following his divorce in 2013, his spending reportedly escalated, with an entourage of "yes men" accompanying him on lavish trips.

Glassman's downfall accelerated in June 2020 after he made controversial remarks on Twitter linking the death of George Floyd to COVID-19. This prompted Reebok to end its partnership, and many gym owners threatened to drop the CrossFit name. Glassman apologized and resigned as CEO on June 9, 2020. Shortly thereafter, former employees publicly accused him of sexual harassment and demeaning treatment of women.

Glassman denied many of these accusations in interviews with Marsh, characterizing some claims as fabricated. Despite the controversies, he sold CrossFit later in 2020 to entrepreneur Eric Roza and Berkshire Partners for a reported $200 million. Glassman cited his age and young children as reasons for the sale.

While CrossFit's network has shrunk since its peak, with over 9,000 affiliated gyms currently advertised worldwide, its influence on the fitness industry persists. Marsh argues that CrossFit normalized intense, timed workouts and competitive fitness, paving the way for other businesses like Hyrox.

In 2024, Glassman launched MetFix, a new venture focused on nutrition and fitness, alongside former journalist Emily Kaplan. CrossFit continues under new leadership, with former chief operating officer Bruce Edwards serving as CEO since May.