That's a lot of tension--doing everything possible to make CrossFit a mainstream sport while legally or digitally body slamming anyone who refers to the CrossFit name to cater to its athletes or fans. Glassman has always thrived on doing the opposite of what anyone has ever figured was sensible or possible. But now Glassman's own intentions, of doing what he wants and letting others do what they want, are pressing up against each other more every day. In CrossFit, Glassman is hoisting two massive, contending ideas at once: CrossFit is an open-source workout for everyone to enjoy; CrossFit is a trademarked brand protected as viciously as a Hells Angels jacket. If it comes clattering down, it will be painful as all hell to watch. But if it succeeds? It won't be the first time a CrossFitter shocks people with how much weight he put above his head. You can bet Glassman's gonna try for another rep.
%7B%22ajaxCall%22%3Afalse%2C%22environment%22%3A%22production%22%2C%22production%22%3Atrue%2C%22is_mobile%22%3A%22%22%2C%22date%22%3A%22290319%22%2C%22localeCountry%22%3A%22cy%22%2C%22session_id%22%3A%22tPmjJ8d2swUpyUTcaoVkFyDWfZ10qOagcEc%3D%22%2C%22innerCall%22%3Afalse%2C%22page_type%22%3A%22plp%22%2C%22analytics%22%3A%7B%22tags%22%3A%5B%7B%22event%22%3A%22ready%22%2C%22type%22%3A%22pageview%22%2C%22scheme%22%3A%22plp%22%2C%22attributes%22%3A%7B%22page_type%22%3A%22PLP%22%2C%22event_category%22%3Anull%2C%22filter_outlet%22%3Anull%2C%22filter_gender%22%3Anull%2C%22filter_category%22%3Anull%2C%22filter_sport%22%3Anull%2C%22filter_brand%22%3Anull%2C%22filter_collection%22%3Anull%2C%22filters_applied*%22%3Anull%2C%22list_type%22%3A%22GRID%22%2C%22price_high%22%3Anull%2C%22price_low%22%3Anull%2C%22product_model_id*%22%3A%22%24products.model%22%2C%22filter_sale%22%3Anull%2C%22product_id*%22%3A%22%24products.id%22%2C%22product_sku*%22%3A%22%24products.sku%22%2C%22product_name*%22%3A%22%24products.name%22%2C%22sort_applied%22%3Anull%2C%22results_page%22%3Anull%2C%22total_results%22%3Anull%2C%22plp_banner%22%3Anull%2C%22plp_wallpaper%22%3Anull%2C%22plp_promo%22%3Anull%2C%22event_name%22%3Anull%2C%22current_filter%22%3Anull%2C%22current_action%22%3Anull%2C%22numerical_category%22%3Anull%2C%22product_colorways*%22%3A%22%22%2C%22cart_id%22%3Anull%2C%22dw_version%22%3A%22%24dw_version%22%2C%22geo_country%22%3A%22%24cookies.geo_country%22%2C%22environment%22%3Anull%2C%22site_name%22%3Anull%2C%22country%22%3Anull%2C%22language%22%3Anull%2C%22is_mobile%22%3Anull%2C%22page_name%22%3Anull%2C%22is_customizable%22%3Anull%2C%22breadcrumb*%22%3A%22%24breadcrumbs%22%2C%22date%22%3Anull%2C%22logged_in%22%3Anull%2C%22customer_id%22%3A%22%24cookies.customer_id%22%2C%22euci%22%3A%22%24cookies.euci%22%2C%22form_name*%22%3Anull%2C%22form_error*%22%3Anull%2C%22form_field_value*%22%3Anull%2C%22dw_test_id%22%3Anull%2C%22dw_segment_id%22%3Anull%2C%22certona_recs_scheme%22%3Anull%2C%22certona_recs_count%22%3Anull%2C%22certona_recs_query%22%3Anull%2C%22session_id%22%3Anull%7D%7D%2C%7B%22event%22%3A%22tile-event%22%2C%22type%22%3A%22link%22%2C%22scheme%22%3A%22tile-event%22%2C%22attributes%22%3A%7B%22event%22%3A%22ELEMENT%22%2C%22event_category%22%3A%22REPLACE%22%2C%22event_name%22%3A%22REPLACE%22%2C%22is_mobile%22%3Anull%2C%22new_product_id*%22%3Anull%2C%22product_color*%22%3A%22%24tile.color%22%2C%22product_colorways*%22%3A%22%24tile.colors%22%2C%22product_group*%22%3A%22inline%22%2C%22product_id*%22%3A%22%24tile.article%22%2C%22product_model_id*%22%3A%22%24tile.model_id%22%2C%22product_name*%22%3A%22%24tile.name%22%2C%22product_personalization*%22%3A%22NO%22%2C%22product_price*%22%3A%22%24tile.price%22%2C%22product_price_type*%22%3A%22%24tile.price_type%22%2C%22product_price_book*%22%3A%22%24tile.pricebook%22%2C%22product_price_vat*%22%3A%22%24tile.price_vat%22%2C%22product_quantity*%22%3A1%2C%22product_rating*%22%3A%22%24tile.rating%22%2C%22product_reviews*%22%3A%22%24tile.reviews%22%2C%22product_category*%22%3A%22%24tile.category%22%2C%22product_gender*%22%3A%22%24tile.gender%22%2C%22product_brand*%22%3A%22%24tile.brand%22%2C%22product_type*%22%3A%22%24tile.type%22%2C%22product_size*%22%3A%22%24tile.size%22%2C%22product_sizes*%22%3A%22%24tile.sizes%22%2C%22product_sku*%22%3A%22%24tile.sku%22%2C%22product_status*%22%3A%22%24tile.status%22%2C%22product_video*%22%3A%22%24tile.video%22%2C%22product_sport*%22%3A%22%24tile.sport%22%2C%22link_name%22%3Anull%2C%22link_href%22%3Anull%7D%7D%2C%7B%22event%22%3A%22plp-sortbutton%22%2C%22type%22%3A%22link%22%2C%22scheme%22%3A%22plp-sortbutton%22%2C%22attributes%22%3A%7B%22event_category%22%3A%22%24page_type%22%2C%22event_name%22%3A%22%7B0%7D%22%2C%22event%22%3A%22LINK%22%2C%22link_name%22%3Anull%2C%22link_href%22%3Anull%7D%7D%2C%7B%22event%22%3A%22plp-filterbutton%22%2C%22type%22%3A%22link%22%2C%22scheme%22%3A%22plp-filterbutton%22%2C%22attributes%22%3A%7B%22event_category%22%3A%22%24page_type%22%2C%22event_name%22%3A%22%7B0%7D%22%2C%22event%22%3A%22LINK%22%2C%22link_name%22%3Anull%2C%22link_href%22%3Anull%7D%7D%2C%7B%22event%22%3A%22plp-sortbutton%22%2C%22type%22%3A%22link%22%2C%22scheme%22%3A%22plp-sortbutton%22%2C%22attributes%22%3A%7B%22event_category%22%3A%22%24page_type%22%2C%22event_name%22%3A%22%7B0%7D%22%2C%22event%22%3A%22LINK%22%2C%22link_name%22%3Anull%2C%22link_href%22%3Anull%7D%7D%2C%7B%22event%22%3A%22plp-filterbutton%22%2C%22type%22%3A%22link%22%2C%22scheme%22%3A%22plp-filterbutton%22%2C%22attributes%22%3A%7B%22event_category%22%3A%22%24page_type%22%2C%22event_name%22%3A%22%7B0%7D%22%2C%22event%22%3A%22LINK%22%2C%22link_name%22%3Anull%2C%22link_href%22%3Anull%7D%7D%2C%7B%22event%22%3A%22product-quickview%22%2C%22type%22%3A%22link%22%2C%22scheme%22%3A%22product-quickview%22%2C%22attributes%22%3A%7B%22event_category%22%3A%22PDP%3A%20QUICK%20VIEW%22%2C%22link_name%22%3A%22%7B0%7D%22%2C%22link_href%22%3A%22%7B1%7D%22%2C%22event%22%3A%22LINK%22%7D%7D%2C%7B%22event%22%3A%22wishlistadd%22%2C%22type%22%3A%22element%22%2C%22scheme%22%3A%22wishlistadd%22%2C%22attributes%22%3A%7B%22event_name%22%3A%22ADD%20TO%20WISHLIST%22%2C%22event_category%22%3A%22%24page_type%22%2C%22product_id*%22%3A%22%22%2C%22product_model_id*%22%3A%22%22%2C%22product_name*%22%3A%22%22%2C%22product_price*%22%3A%22%22%2C%22product_price_vat*%22%3A%22%22%2C%22product_gender*%22%3A%22%22%2C%22product_category*%22%3A%22%22%2C%22event%22%3A%22ELEMENT%22%7D%7D%2C%7B%22event%22%3A%22wishlistremove%22%2C%22type%22%3A%22element%22%2C%22scheme%22%3A%22wishlistremove%22%2C%22attributes%22%3A%7B%22event_name%22%3A%22REMOVE%20FROM%20WISHLIST%22%2C%22event_category%22%3A%22%24page_type%22%2C%22product_id*%22%3A%22%22%2C%22product_model_id*%22%3A%22%22%2C%22product_name*%22%3A%22%22%2C%22product_price*%22%3A%22%22%2C%22product_price_vat*%22%3A%22%22%2C%22product_gender*%22%3A%22%22%2C%22product_category*%22%3A%22%22%2C%22product_quantity*%22%3A1%2C%22event%22%3A%22ELEMENT%22%7D%7D%2C%7B%22event%22%3A%22header-signup%22%2C%22type%22%3A%22element%22%2C%22scheme%22%3A%22header-signup%22%2C%22attributes%22%3A%7B%22event_category%22%3A%22EMAIL%20SIGNUP%22%2C%22customer_email%22%3A%22%24cookies.customer_email%22%2C%22customer_encrypted_email%22%3A%22%24cookies.customer_encrypted_email%22%2C%22signup_location%22%3A%22HEADER%22%2C%22signup_step%22%3A%22%7B0%7D%22%2C%22event%22%3A%22ELEMENT%22%2C%22event_name%22%3Anull%7D%7D%2C%7B%22event%22%3A%22video-action%22%2C%22type%22%3A%22element%22%2C%22scheme%22%3A%22video-action%22%2C%22attributes%22%3A%7B%22video_category%22%3Anull%2C%22video_event%22%3Anull%2C%22video_length%22%3Anull%2C%22video_name%22%3Anull%2C%22video_player%22%3Anull%2C%22video_position%22%3Anull%2C%22event%22%3A%22ELEMENT%22%2C%22event_name%22%3Anull%2C%22event_category%22%3Anull%7D%7D%2C%7B%22event%22%3A%22email-optout%22%2C%22type%22%3A%22element%22%2C%22scheme%22%3A%22email-optout%22%2C%22attributes%22%3A%7B%22event_category%22%3A%22EMAIL%20OPT-OUT%22%2C%22signup_location%22%3A%22OVERLAY%22%2C%22signup_step%22%3A%22%7B0%7D%22%2C%22event%22%3A%22ELEMENT%22%2C%22event_name%22%3Anull%7D%7D%2C%7B%22event%22%3A%22social-share%22%2C%22type%22%3A%22element%22%2C%22scheme%22%3A%22social-share%22%2C%22attributes%22%3A%7B%22event%22%3A%22ELEMENT%22%2C%22event_name%22%3Anull%2C%22event_category%22%3Anull%7D%7D%2C%7B%22event%22%3A%22form-error%22%2C%22type%22%3A%22element%22%2C%22scheme%22%3A%22form-error%22%2C%22attributes%22%3A%7B%22event_category%22%3A%22FORM%20ERRORS%22%2C%22form_name%22%3A%22%7B0%7D%22%2C%22form_error%22%3A%22%7B1%7D%22%2C%22form_field_value%22%3A%22%7B2%7D%22%2C%22event%22%3A%22ELEMENT%22%2C%22event_name%22%3Anull%7D%7D%2C%7B%22event%22%3A%22navigation-click%22%2C%22type%22%3A%22link%22%2C%22scheme%22%3A%22navigation-click%22%2C%22attributes%22%3A%7B%22event_category%22%3A%22NAVIGATION%20CLICK%22%2C%22link_name%22%3A%22%7B0%7D%22%2C%22link_href%22%3A%22%7B1%7D%22%2C%22event%22%3A%22LINK%22%7D%7D%2C%7B%22event%22%3A%22search-suggestion%22%2C%22type%22%3A%22element%22%2C%22scheme%22%3A%22search-suggestion%22%2C%22attributes%22%3A%7B%22event_name%22%3A%22SEARCH%20SUGGESTION%22%2C%22event_category%22%3A%22SEARCH%22%2C%22form_field_value%22%3Anull%2C%22event%22%3A%22ELEMENT%22%7D%7D%2C%7B%22event%22%3A%22generic%22%2C%22type%22%3A%22pageview%22%2C%22scheme%22%3A%22generic%22%2C%22attributes%22%3A%7B%22page_name%22%3Anull%2C%22page_type%22%3A%22CUSTOMER%20SERVICE%22%2C%22cart_id%22%3Anull%7D%7D%5D%2C%22tealium_library%22%3A%22https%3A%2F%2Ftags.tiqcdn.com%2Futag%2Fadidas%2Freebokglobal%2Fprod%2Futag.js%22%2C%22tealium_sync_library%22%3A%22https%3A%2F%2Ftags.tiqcdn.com%2Futag%2Fadidas%2Freebokglobal%2Fprod%2Futag.sync.js%22%7D%2C%22config%22%3A%7B%22replace%22%3A%5B%22filters_applied*%22%2C%22product_id%22%2C%22product_sku%22%2C%22product_name%22%2C%22**%22%5D%7D%2C%22site_name%22%3A%22Reebok%22%2C%22country%22%3A%22CF%22%2C%22language%22%3A%22en%22%2C%22profile%22%3A%22reebokglobal%22%2C%22is_customizable%22%3A%22%22%2C%22logged_in%22%3A%22%22%2C%22numerical_category%22%3A9000000%2C%22total_results%22%3A38%2C%22results_page%22%3A1%2C%22dw_version%22%3A%222019w13_24%22%2C%22session%22%3A%7B%7D%2C%22_MAX_DEPTH_LEVEL%22%3A3%2C%22_MAX_OBJECT_PROPS%22%3A10%2C%22events%22%3A%5B%5D%7D
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?

Can a vegan diet help you lose weight? People become vegan for a variety of reasons, from animal welfare and sustainability to improved heart health or weight loss. Learn how a vegan diet may help people lose extra weight and maintain a healthy weight long-term. We also look at the best foods to try and tips to make the transition to a vegan diet easier. Read now

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).
To the outside world, though, as Glassman's company has exploded from a cult fitness website to a gym concept primed to have more locations than Curves by the end of 2013, CrossFit can appear risky, unhinged: Here is a fitness routine that has sent people to the hospital, overseen by people who may have had no more than two days of instruction. (Although every real trainer I met had considerable experience and was genuinely excellent, I attended the seminar and passed the test on my fourth day reporting this story. I am, believe me, no fitness savant.) And it's all led by a man who, in a 2006 CrossFit.com comment, wrote, "We have a therapy for injuries at CrossFit called STFU." As in, Shut the f-k up. That's enough to make even the most devoted laissez faire-ists get a little, well, Uncle Pukie.

CrossFit is a strength and conditioning program consisting mainly of a mix of aerobic exercise, calisthenics (body weight exercises), and Olympic weightlifting.[19] CrossFit, Inc. describes its strength and conditioning program as "constantly varied functional movements executed at high intensity across broad time and modal domains,"[20] with the stated goal of improving fitness, which it defines as "work capacity across broad time and modal domains."[21] Hour-long classes at affiliated gyms, or "boxes", typically include a warm-up, a skill development segment, the high-intensity "workout of the day" (or WOD), and a period of individual or group stretching. Some gyms also often have a strength-focused movement prior to the WOD. Performance on each WOD is often scored and/or ranked to encourage competition and to track individual progress. Some affiliates offer additional classes, such as Olympic weightlifting, which are not centered around a WOD.[22]
×