Bruce Edwards returns to CrossFit in CEO role. April 29, 2026 1/3 free articles used this month. CrossFit has lost some market share in recent years amid rising competition and an evolving fitness landscape. Edwards, the brand's former COO, says its "best chapter is still ahead" "CrossFit changed the world. And we're not done." That's how incoming CrossFit CEO Bruce Edwards opened his post announcing his arrival to lead the high-intensity, group-based fitness regimen - and a pointed declaration from an OG in the now-booming competitive fitness space. Edwards is something of an OG himself, writing that he's been part of the CrossFit community since the late 1990s, when he was coached by founder Greg Glassman. It reshaped his health and eventually led him to serve as CrossFit's chief operating officer from 2013 to 2019, also opening an affiliate in Aptos, California. "I've seen this ecosystem from every side, and I believe that perspective matters right now," he wrote. "I'm not here to dwell on the past. I'm here because I think CrossFit's best chapter is still ahead." His note lands at a moment when CrossFit has lost market share to upstart competitive fitness brands including Hyrox and ATHX Games. But as Edwards noted, the CrossFit methodology didn't just inspire the industry, it created it. The work ahead, he wrote, isn't about catching up but about "making sure the world recognizes the original for what it is: not just another option, but the standard everything else gets measured against." Since stepping away from CrossFit in 2019, Edwards remained a fixture in the fitness and wellness world, most recently at boutique fitness brand barre3, where he was president and chief operating officer. He also spent time as CEO of Core Development and Management, a Planet Fitness franchisee that owns and operates more than 80 locations, and chief growth officer of In-Shape Family Fitness, according to his LinkedIn profile. Edwards' re-entry into the CrossFit orbit also comes as the brand is up for sale - though according to Barbell Spin, Berkshire Partners is no longer seeking a new owner. Berkshire Partners didn't immediately respond to a request for comment. Chief marketing officer Jenna Hauca, who joined from Barry's, has spent the past two years elevating CrossFit's gritty, counter-culture vibe, relaunching long-form series like "Road to the Games" and pushing localized influencer campaigns across Brazil, Australia, France, Spain and beyond. She's also the marketing mastermind behind CrossFit's unapologetic "F*ck the Quick Fix. CrossFit Is the Cure" campaign that launched last summer.

Stronger for life: how CrossFit empowers seniors to stay active, healthy, and confident. By commonwealth CrossFit / November 6, 2025 At Commonwealth CrossFit in Somerville, MA CrossFit Group believe fitness is for everyone and that includes adults in their 50s, 60s, 70s, and 80s. Its Legends Program is designed to help aging adults build strength, balance, and confidence. This CrossFit for seniors program is a fun, supportive, and scalable approach to fitness that meets you where you are. Why CrossFit works at any age. CrossFit isn't just for elite athletes. It's for real people, of all fitness levels, who want to feel their best and stay independent for years to come. The beauty of CrossFit is that every movement can be scaled or modified to your ability. Whether you're picking up a grocery bag or a kettlebell, it's all about moving safely, improving mobility, and getting stronger for daily life. Plus, every session in its Legends Program focuses on proper form, mobility, and strength training so you can enjoy the rewards of fitness without fear of injury. As the CrossFit Journal noted recently, older athletes often see some of the most dramatic improvements in strength and endurance once they begin training consistently. Many participants notice they move better, sleep better, and have more energy after just a few weeks. Top benefits of CrossFit for seniors. * Improved strength and stability: Functional movements like squats and presses build muscle that supports balance and reduces the risk of falls. * Better mobility and flexibility: Regular movement keeps joints healthy and helps you stay active in daily life. * Boosted energy and confidence: Exercise releases endorphins and can help you feel more capable and better overall, boosting your mood and emotional well-being. * Mental health benefits: Regular exercise has been proven to reduce stress, anxiety, depression, and cognitive decline. Plus increased blood flow to the brain improves memory. * Community connection: You'll train alongside others, building friendships, accountability, and a renewed sense of purpose with every class. Key principles for senior fitness. Its approach with CrossFit for seniors centers on longevity and smart training: * Modification is Key: Every movement can be adapted - think knee or wall push-ups, step-ups instead of box jumps, or using a chair for balance. * Focus on Form: Quality movement always comes before intensity. Its coaches guide each rep to build confidence and prevent injury. * Scalability: Whether it's lighter weights, fewer reps, or slower pacing, CrossFit Group meet you where you are. * Listen to Your Body: Rest, recover, and adjust when needed. Progress is about consistency, not perfection. * Professional Guidance: Its experienced coaches specialize in working with older adults, ensuring every workout feels safe and rewarding. Senior-Friendly movements. These are a few exercises that you may see in its Legends classes: * Squats: Strengthen the hips, knees, and core for daily stability. * Push-ups: Done on knees or against a wall to build upper-body strength safely. * Kettlebell Swings: Enhance hip mobility and posture. * Rowing & Biking: Boost endurance and heart health with joint-friendly cardio. * Dumbbell Rows: Strengthen the back and shoulders - an excellent alternative to pull-ups. Real people. Real results. CrossFit Group has seen firsthand how powerful CrossFit for seniors can be. Its Legends members can lift grocery bags, shovel snow in the winter, enjoy hikes in the fall, travel and walk a lot without worrying, and keep up with their fur babies or grandkids because they've built the strength and stamina to do so! Just like Heidi Moody's story, its Legends members prove that aging is inevitable but declining is not. What members are saying. Come join CrossFit Group! If you've ever thought, "I'm too old for CrossFit," think again. Its members range from beginners who've never joined a gym, those who have exercised here and there, and lifelong lovers of fitness. With expert coaching and a supportive community, you'll find out just how capable you really are and how much fun working out with a group can be. It's inspiring and motivating and something you will even look forward to! Learn more about its Legends Program or sign up for a Free Intro session to see what it's all about. You'll meet its coaches, try a beginner-friendly workout, and discover how CrossFit for seniors can help you feel your best and ensure you maintain your health and independence as you age.

Recent brand moves Bullet Digital Media loved. 1. CrossFit leans into grit: "CrossFit Is the Cure" campaign. CrossFit launched a bold new positioning with the tagline "F*ck the Quick Fix. CrossFit Is the Cure." The campaign is intentionally raw, rugged, and defiant, distancing the brand from quick-fix fitness hype and instead owning endurance, consistency, and deeper performance. This is Crossfit making a confidence statement and standing by its philosophy. Why this matters: It's a reminder that real gyms can win by leaning into depth over flash. Your best move might be to reject cheap "get-fit-fast" copy and double down on meaningful brand differentiation. 2. Burn Boot Camp "proud" campaign: reaching new demographics. Burn Boot Camp launched a campaign called "Proud", aimed beyond their typical core demographic. They're intentionally pulling in people who've felt excluded or overlooked (older populations, people of varied fitness levels...) and celebrating progress over perfection. Their inclusive storylines and emotional positioning reframe "fitness" as progress, ownership, and pride (not just aesthetics). Why this matters: If your gym or studio aims to grow, picking the right emotional tone (not just "more reps, more gains") can work really well in unlocking new audiences. Behind the scenes at Bullet. One of the brightest highlights of this month was coaches congress that Bullet Digital Media were a part of this year. If it wasn't great enough to just be surrounded by some of the best minds and communities in fitness... its stand also turned into a mini arena with its Grip Strength Challenge, and things got seriously competitive! A massive thanks to everyone who stopped by, got involved, and brought the energy. And a big shoutout to its winners, who both took home the main £500 Bullet x Shot By Bullet credit prize. Wrapping another amazing season with Turf Games. FITC Manchester wraps up another incredible Turf Games season and makes Bullet Digital Media reflect on what a few incredible years of partnership it's been for Bullet Digital Media. Over the past three years, Bullet Digital Media has been proud to be part of almost every event, capturing the grit, energy, and spirit that make Turf what it is. It's been an amazing ride working alongside such a passionate community of athletes, coaches, and creators who continue to raise the bar every time. Here's a quick look back at some of its favourite Turf moments and highlights from across the years. GymSync closed last month out with GymSync Overload, which was the biggest GymSync event to date with record-breaking numbers of gyms taking part. The energy on the floor was next level. It's clear the GymSync community is growing fast, and Bullet Digital Media is excited to keep building on that momentum together. Here's how this edition went down at one of its great clients' gyms - CrossFit TwentyThree. Food for thought. If your gym only sells workouts, you're getting left behind. Gyms sell lifestyle. Clothing brands build communities. The lanes are merging. These hybrid fitness brands are emerging as the winners. The ones that sell both sweat and culture. Both products and lifestyles. People don't buy memberships. They buy identities. Whoever controls more touchpoints (training, nutrition, recovery, community...) will own more of the customer and more of their identity. That's why the future of fitness isn't category-based. It's ecosystem-based. And you should build yours too if you want to stay relevant. October sales tip. Most leads don't ghost because they're not interested. They ghost because life gets in the way. They saw your ad, clicked through, got distracted, and never came back. That's not rejection - that's a reminder to follow up. The truth is that the majority of sales don't happen on the first message, they happen on the third, fourth, or fifth. So if you're not following up, you're not "losing" leads - you're giving them away. Don't overthink it. Keep it short, friendly, and direct: "Hey, just wanted to check in and see if you're still thinking about getting started?" That one line might be the difference between another cold lead and your next new member.