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?
While gorging on cheese and bread post–Whole30 sounds fun, it's not the way you're supposed to end the elimination diet. Instead, you want to slowly reintroduce certain food groups to see how each individually affects your body and mind. I decided to go this route because I was interested in discovering food sensitivities. And frankly, I was afraid of puking the second I came into contact with dairy or alcohol.
Excluding foods. The exclusion of entire categories of commonly eaten foods like whole grains and dairy requires frequent label reading in the supermarket and in restaurants. It may also increase the risk of deficiencies such as calcium, vitamin D, and B vitamins, if these nutrients are not consistently eaten from the allowed foods or a vitamin supplement. For example, there are some nondairy calcium-rich foods that are absorbed well by the body such as collard and turnip greens or canned bone-in sardines and salmon, but you would have to eat five or more servings of these greens and fish bones daily to meet recommended calcium needs. (Note that some greens like spinach that are touted to be calcium-rich also contain oxalates and phytates that bind to calcium so very little is actually absorbed.) One small, short-term intervention study of healthy participants showed a 53% decrease from baseline in calcium intake after following a Paleo diet for three weeks.  Furthermore, the exclusion of whole grains can result in reduced consumption of beneficial nutrients such as fiber and thus may increase one’s risk for diabetes and heart disease.
This is by far the best meal plan I found! It has flavor and variety, both of which I NEEDED in planning meals. My husband even ate all of this, and he tends to be picky. I did deviate from it more and more as the weeks went by to fit time and schedule and inspiration, but from the ingredients I got to match this plan, I had plenty to work with and was able to still feed us while following Whole30 guidelines and finish the program. Thanks so much for putting this together!!!!
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).
When the clock struck midnight, I couldn't wait any longer: I helped myself to a serving of plain white rice. I sat on my couch cross-legged, eating each spoonful with my eyes closed like one of the yogurt commercial ladies. I even smiled. The next day, I ate more gluten-free carbs, like rice and paleo pancakes. I also had wine and tequila, a grain-free liquor option. I didn't get bombed like I was worried about, but I did have a worse-than-usual hangover the next day. The fun night out was worth it, though.
Greg Glassman and Lauren Jenai founded CrossFit, Inc. in 2000. The company was conceived a few years earlier, in 1996, as Cross-Fit. The original CrossFit gym is in Santa Cruz, California, and the first affiliated gym was CrossFit North in Seattle, Washington; there were 13 by 2005, and today there are more than 13,000. Coaches associated with CrossFit include Louie Simmons, John Welbourn, Bob Harper, and Mike Burgener.