Boulder entrepreneur to purchase CrossFit’s national governing body

BOULDER — Eric Roza, the owner of a CrossFit gym in Boulder, is set to become the CEO of the company overseeing the fitness brand after its former leader was ousted due to racist comments.

In a Twitter post Wednesday, Roza said he will become the owner of CrossFit Inc. after the sale’s closing next month. Financial details were not disclosed.

Roza was previously CEO of Datalogix, a data firm for digital advertisers that was acquired by Oracle Inc.( NYSE: ORCL) in 2015. He is currently an executive-in-residence for venture-capital firm General Catalyst and an adjunct professor at the University of Colorado Boulder.

CrossFit was developed in 2000 by Greg Glassman as a combination of powerlifting, plyometrics and other training disciplines. The company behind CrossFit owns the branding and licenses it to local CrossFit gyms and trainers.

In early June, Glassman set off a firestorm after saying COVID-19 is a conspiracy and claiming, without evidence, that George Floyd was murdered as part of a cover-up for a money-laundering operation. 

“We’re not mourning for George Floyd. I don’t think we or any of my staff are,” Glassman said on a call with gym owners at the time. “Can you tell me why I should mourn for him?”

Soon after, several gyms cancelled their affiliation with the brand, along with its apparel partner Reebok. Glassman later resigned.

Roza acknowledged the upheaval in the CrossFit community, saying in his post that Glassman’s comments have left members trying to reconcile their consciences with the physical benefits of being a member of the brand’s gym.

“I come to you with deep humility and the realization that we have hard work to do,” he said.

Editor’s note: This story will be updated.

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