He also makes a concerted effort to avoid new streams of revenue. (See "CrossFit Doesn't Want Your Money.") CrossFit makes most of its money from training seminars: Every weekend, it certifies hundreds of people as trainers, at $1,000 a pop. It also collects registration fees for the CrossFit Games, royalties from Reebok for CrossFit apparel, and annual affiliate fees. The affiliate fees, which top out at $3,000 a year, are locked in at their original rates. Joshua Newman, who runs a big, successful box called CrossFit NYC, told me he pays just $500 a year.
It was in Glassman's own divorce case, though, that the CrossFit defense arsenal launched its full firepower. Lauren and Greg's marriage hit the rocks in 2009. Lauren became pregnant with twins and could no longer travel to the seminars.Greg, wrapped up with CrossFit, became more and more distant. Rumors of infidelity swirled. Soon the two were living in separate houses. In March 2010, Lauren officially filed for divorce. But the case didn't come to a head until July 2012, when Lauren filed a motion to sell her 50 percent stake in the company to Anthos Capital, a Menlo Park, California-based venture capital firm, for $20 million. Glassman, and in short order CrossFit, hit the ceiling.
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CrossFit programming is decentralized, but its general methodology is used by thousands of private affiliated gyms, fire departments, law-enforcement agencies, and military organizations, including the Royal Danish Life Guards, as well as by some U.S. and Canadian high-school physical-education teachers, high-school and college sports teams, and the Miami Marlins.
CrossFit is promoted as both a physical exercise philosophy and a competitive fitness sport, incorporating elements from high-intensity interval training, Olympic weightlifting, plyometrics, powerlifting, gymnastics, girevoy sport, calisthenics, strongman, and other exercises. It is practiced by members of over 13,000 affiliated gyms, roughly half of which are located in the United States, and by individuals who complete daily workouts (otherwise known as "WODs" or "workouts of the day"). CrossFit has been criticized for allegedly causing people to suffer from unnecessary injuries and exertional rhabdomyolysis.