How Earned Athletic Became Asia’s First CrossFit Apparel Success Story, During a Pandemic and Protest Movement in Hong Kong

March 21, 2021 by

One of Eric Roza’s first large scale interviews after being named the new CEO of CrossFit LLC was with the Hong Kong-based South China Morning Post. The English language daily sits on the edge of the Chinese mainland, and regularly covers the sport of CrossFit, branding itself as the authoritative source on information related to China.

Roza made a bold declaration: CrossFit would have 20,000 boxes in China by 2040. The company is clearly salivating at its largest untapped market, the burgeoning, image obsessed Chinese middle class, who now number somewhere well above 700 million and have almost unfiltered access to Western media and culture given the rise of technology and international travel.

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