In his gruff way, Glassman recounted his story for the faithful: how a novel, exquisitely punishing system of exercise he had designed, centered on the WOD (workout of the day; it's pronounced "wad"), had started in his backwater Santa Cruz gym, then turned into an online phenomenon, then paved the way for 6,775 CrossFit locations (soon to be 10,000), and now was fast becoming its own sport. (This month, the finals of the CrossFit Games will be broadcast live on ESPN2.) He explained the contrarian way he thinks about the CrossFit business (he shuns most new sources of revenue) and how he goes about protecting its brand (viciously).
Oh sleep, it's one of my favorite things in the world, yet it has always been a real challenge for me. I have been on and off of sleep medication for seven years. For me, the hardest part is actually falling asleep. Well on Whole30 I fell asleep naturally. The first few days, I would be so exhausted by bedtime that I would fall asleep as soon as my head hit the pillow, and that continued the whole month. This was probably the most drastic and exciting change that I experienced on Whole30.
He developed wacky routines: He had clients race their way through repetitions on a weight machine, and at one facility, he had them scramble up a 30-foot column in the middle of the room. Eventually, the owner of that gym welded disks to the pole to make him stop. "They added a hazard 15 feet up," Glassman cracked to clients, before signaling them to go up anyway. He got kicked out of that gym. He got kicked out of several gyms. "I've never wanted to be told what to do," Glassman says. "I think it's genetic."
We Want to Live: The Primal Diet (2005 Expanded Edition) is a book by Aajonus Vonderplanitz. His basic philosophy is that (a) food is to be eaten in a live, raw condition; and (b) a diet rich in raw fats and raw meats from natural sources is essential to health. However his diet includes massive amounts of raw dairy. From the Planets is a book review by Ralph W. Moss. The Live-Food Mailing List discusses the concepts of this book.
Downsides: Prepare for a bit of a rise in grocery cost. Prepared foods cost less than whole foods. This is American governmental ag subsidies in a nutshell. It's unfortunate and unfair, but true. Also, as others have mentioned, you will be in the kitchen more. Again, it helps if one of you cooks and the other cleans up. It's a little annoying to be sure, but the results are more than worth the annoyances. It is also very difficult to eat out. You pretty much are limited to places that are expensive and accommodating, delis where you know and trust the ingredients, or Chipotle. Again, the slight isolation (if you can do this or at least begin it when you have a little time to spare and don't have a lot of socializing) helped.
But the truth is--and this is apparent to anyone watching Glassman wile away an afternoon at El Borracho--that CrossFit's success doesn't derive from any conventional business strategy. Glassman doesn't behave the way he's supposed to. Sometimes he rebels out of cunning, other times for the sheer petulant fun of it. Often, it's hard to tell which. As a result, CrossFit is a workout and a company no conventional trainer or M.B.A. would ever have built. Glassman is sitting atop a firecracker of a company. And the relevant question is, as always, What's he going to do now?
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