On New Year’s Day, CrossFit athletes everywhere woke up to a new CrossFit.com, a site months in the making, and one that shows CrossFit’s refocused energy on what Founder Greg Glassman has planned ahead.

“CrossFitters, my trainers, are going to do interventions with mom and dad in the living room,” Glassman shared in an exclusive interview. “I had a doctor show his mom one of these living room videos and she wants to join a CrossFit gym.”

The video Glassman is referring to is of an elderly woman standing up out of a chair without using her hands. Essentially, it’s the scaled version of an air squat but filmed inside the home instead of the gym.

“CrossFitters, my trainers, are going to do interventions with mom and dad in the living room. I had a doctor show his mom one of these living room videos and she wants to join a CrossFit gym.” — Greg Glassman

The new site — which is lined at the top with five key sections: Essentials, At Home, Health, Sport, and Battles — is really designed for veteran Affiliates, flowmasters (CF-L4), coaches, doctors and anyone looking to learn.

The new site is going “to encourage people to do the interventions,” Glassman said.

For those 10 year plus affiliates, the move is obvious.

“The affiliates and CrossFitters have not missed the point.  We are well aware of the need and the reasoning — we’ve been living it daily with our members,” said Craig Howard, owner of Diablo CrossFit, which opened in 2005. “Now that CrossFit has established itself as the best training method in the world, for the fittest athletes in the world, it is a great time to reveal its efficacy for ALL populations.”

After having spent more than a decade solidifying CrossFit’s place in the world of fitness, Glassman is going after the really big fish — the tens of millions sitting at home with ailing health and mobility.

In effect, he’s going after your parents and grandparents.

“The affiliates and CrossFitters have not missed the point.  We are well aware of the need and the reasoning — we’ve been living it daily with our members.” — Craig Howard, Owner of Diablo CrossFit

The lifeboats on the front lines of fitness.

CrossFit gyms are, in his words, in the lifeboat business and there are a lot of lifeboats out there; currently more than 15,000 locations in 162 countries and growing.

“I don’t need 150 affiliates, I don’t need 15,000 affiliates, but I need to foster the way forward,” Glassman said.

CrossFit is clearly focused on getting back into the business of fitness.

“What you’re seeing at every level of the business is CrossFit getting back to its roots, doing only those things that only CrossFit can do, offering world-class fitness and training instruction, and creating a community that embodies the truth about human health and fitness,” CrossFit CEO Jeff Cain said.

And the way forward is to exhaust the potential of functional movement.

For the elderly and infirm, the ones living on the couch and on the carbs, learning to stand up without using your hands is exhausting their potential of functional movement. But for the top-tier athletes, coaches, long-time affiliates, and medical doctors, this comes from the other half of the new website.

With articles on anatomy, physiology, and biomechanics there’s information that even Flowmasters can read and bring back to their own practice. And if you’re not a Flowmaster or Coach then, congratulations, you get to learn.

“I’m going to deliver a course, piece by piece, in anatomy and physiology,” said Glassman.

The site’s new tab on “Battles” does this too. Why is CrossFit suing the National Institute of Health? Why is CrossFit suing the Center for Disease Control and Prevention? They’re going to tell you why and why it matters to that woman standing up off the coach and to the athletes in your gym.

“CrossFit Health isn’t about your health. It’s about the sickness of national health,” said Glassman.

Why now?

Glassman has been vocal about the shift at CrossFit HQ.

In August, on the tail of the 2018 CrossFit Games, CrossFit HQ laid off dozens of Games staff members. Just days later Glassman announced massive changes to the CrossFit Games, signaling a sharp turn in direction away from the entertainment aspect of the Games and towards CrossFit Health.

And with January first comes a new opportunity for CrossFit.

From here on out, this is it. Content from the CrossFit Journal is being folded into content for the new site, curated as a “best of” elements.

All of these attributes, says Glassman, will be extraordinarily powerful at the six-month mark and even more so at the year mark. After some time you’ll be able to see “the journey people have been taken on, but when you go back there and click, there won’t be a stop that doesn’t make sense [to any reader] that doesn’t say like hey you should fucking know this.”

The new CrossFit website, just like those 15,000 affiliates worldwide, has a little bit for everyone if you choose to use it.


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