Breaking: WHOOP, CrossFit Strike Multi-Year Partnership Deal

March 4, 2021 by
Image Credit: WHOOP
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The stable of high profile partnerships for CrossFIt and the CrossFit Games continues to grow, as a multi-year deal with WHOOP was announced Thursday morning, making WHOOP the official wearable of CrossFit. 

WHOOP is a Boston-based human performance company whose most prominent product is their WHOOP strap heart rate monitor that provides a bevvy of physiological data in real-time and provides daily personalized data to its users in the categories of training, sleep, and recovery. 

One big thing: The deal is the latest in a string of high-profile partnerships for WHOOP, who in the past calendar year has struck partnerships with the PGA Tour, the LPGA Tour, the NFL Players association, and the United States Army, and has seen utilization from superstar athletes like NFL MVP and Super Bowl champion Patrick Mahomes.

  • Top CrossFit Games athletes like Katrin Davidsdottir, Noah Ohlsen, Kari Pearce and Brooke Wells are users of the WHOOP platform, and were seen wearing their WHOOP straps during stage two of the 2020 CrossFit Games.
  • Davidsdottir: “I’ve been a WHOOP member for four years and it’s been incredible to see how much the technology has evolved over that time to keep pace with the changing world of CrossFit and the different training needs of every athlete. This partnership is a true sign of the brand’s commitment to the CrossFit community and the future of the sport.”

WHOOP already has a strong foothold in the CrossFit space, and given the background of new owner and CEO Eric Roza as a data enthusiast, the partnership seems like a natural fit for both companies moving forward. 

  • Will Ahmed, WHOOP CEO and Founder: “CrossFit athletes were some of the earliest WHOOP adopters and have continued to be an integral part of our growing global membership. WHOOP is the ideal partner for CrossFit training as it provides the information that athletes and fitness enthusiasts alike need to understand their bodies, prioritize recovery, and ultimately optimize performance.”
  • Eric Roza, CrossFit CEO and Owner: “I’ve always been a data guy, and I’m passionate about the ways that we can use data to improve human health, which is why I’m so excited about this partnership and collaboration between CrossFit and WHOOP. 
  • WHOOP helps athletes quantify their own health and performance, so they can use that data to analyze, understand, and improve their personal outcomes. That kind of information is power, and we’re delighted to work together to share the power of WHOOP with the worldwide CrossFit community.”

The partnership also includes important opportunities for in-depth storytelling on the media side, and the announcement explicitly states that “CrossFit plans to share data from the world’s fittest athletes via integrations into its broadcast programming and other digital and on-site channels.”

The big picture: WHOOP becomes the second major partnership deal announced this week following the announcement of NOBULL as the title sponsor of the CrossFit Games. WHOOP now becomes one of three major partners for CrossFit alongside NOBULL, and longtime partner Rogue Fitness. 

  • Having a solid foundation of brand partners for the 2021 season is an important step forward considering the tumultuous calendar year the community and the CrossFit brand has endured. 
  • Multiple large brands within the space committing their support in the form of sponsorship dollars, and products is a significant vote of confidence in the CrossFit brand and the sport while it course corrects under the guidance of new ownership.

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