CrossFit Launching Health Program with Doctor Consultations

    • CrossFit is launching a health and fitness program that includes genetic testing and CrossFit-trained primary care doctors.
    • The company dealt with significant turmoil last year.

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Biodata is becoming increasingly entwined with fitness, and CrossFit is now combining those two threads in a unique way.

Last week, the gym and workout program chain launched CrossFit Precision Care, which incorporates genetic analysis, blood tests, wearable data, and consultations with CrossFit-trained primary health doctors into its health and fitness program.

The move opens a new line of business as the company seeks to distance itself from significant turmoil last year.

  • In June 2020, then-CEO and owner Greg Glassman caused a stir when he appeared to mock the response to George Floyd’s murder, while also supporting conspiracy theories around COVID-19.
  • In response, over 100 gyms ended their affiliation with CrossFit, as did Reebok, Rogue Fitness, and FitAid. Glassman, who was also accused of sexual harassment, resigned as CEO shortly after, then sold the company to former Oracle Data Cloud exec Eric Roza for an undisclosed amount.
  • The company is estimated to bring in $4 billion in annual revenue.

The new health program will initially be available in eight states, including the four most populous — California, Texas, Florida, New York — with plans to expand in 2022.

The company said that around 12 doctors would be part of the program at its launch, and each will be able to serve 400 patients.