O2’s Community Coalition Initiative Raises Over $230,000 for CrossFit Gyms and Offers Big Savings for Members

May 14, 2020 by
Photo credit: O2 Recovery (
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Keeping your CrossFit gym membership active through the month of May will pay off in a major way for gym owners and members who signed up to participate in O2’s Community Coalition initiative. Partnering with Born Primitive, Puori, Working Against Gravity and Bear Komplex, the initiative raised over $230,000 for participating gyms and potentially millions of dollars in savings across those brands through gift cards though the corresponding #StayforMay campaign.

Giving back: The Community Coalition initiative started March 18 to help gyms struggling financially through closures due to the COVID-19 pandemic.

  • Gyms that were signed up to participate in the 50/50 Give Back Program received 50% of the profits from the sales of the four participating brands.
  • $186,000 of the money raised came from Born Primitive’s 10-day campaign in early April.
  • Participating gyms will also receive a special gift card code with $25 from each partnered brand totaling $100 for gym members that kept their gym membership through May.
  • O2 also delivered over 12 pallets of free product to participating gym owners throughout the country to thank them for their involvement.

One big thing: Overall, 2,633 gyms participated, almost half of the affiliated CrossFit gyms in the continental United States.

  • More than 100 media outlets covered the initiative including the Morning Chalk Up who also was able to help O2 bring in more partners.
  • Born Primitive received national recognition as part of the initiative with media coverage of their contributions in Yahoo News, USA Today and Women’s Fitness Magazine.
  • “It’s been so cool to see other brands stepping up and doing their part as well,” said Bear Handlon, co-founder and CEO of Born Primitive. “It’s a reminder that we’re all part of something bigger than ourselves. Times of adversity have a tendency to bring out the best in us, and the response our society has had to this crisis is no exception. We are stronger together.”
  • “We’re pretty proud of that one and can’t wait to get those gift cards in the hands of everyone in June,” commented Dave Colina, founder and CEO of O2. “The response we got from gym owners was incredibly overwhelming.”

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