Breaking: CrossFit Hires Jason Dunlop, Former Nike Executive, as New President

July 6, 2021 by
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Today, CrossFit announced that Jason Dunlop would step in as the company’s President to work on the global expansion of CrossFit. 

One big thing: Since taking over CrossFit a little less than a year ago, Eric Roza has added several employees with the kind of resumes rarely seen inside CrossFit corporate. 

  • Dunlop spent five years at NIKE, with stints at Starbucks and Canada Goose afterwards. At NIKE, Dunlop was responsible for Nike’s Direct-To-Consumer (D2C) business across 41 countries in Europe, the Middle East, and Africa (EMEA), directing store growth and digital expansion.
  • Gary Gaines, who left SoulCycle right after Roza came on board to be global head of affiliates, appointing several internal CrossFit employees to work under Gaines. Gaines previously worked at Lyft and Tesla. 
  • Andrew Weinstein, who is global head of communications and public policy, previously worked as press aide to Speaker Newt Gingrich, spokesperson for AOL and head of communications for LivingSocial. 

His role as President of CrossFit: Dunlop and Roza will work together building the brand and growth worldwide. This includes growing the 12,000 affiliates — more than half of which are outside the US — the expansion of CrossFit’s education and training programs, building CAP and OnRamp, and continuing the global growth of the sport through the CrossFit Open and CrossFit Games.

What they’re saying:

  • “I’m thrilled to welcome Jason as my partner in leading CrossFit towards our goal of transforming 100 million lives. Jason’s expertise leading the hypergrowth of some of the world’s leading brands across Europe, the Middle East, and Africa will be a powerful driver for achieving CrossFit’s mission,” Roza said.
  • “Through its passionate community and proven ability to transform lives, CrossFit has come a long way from its humble roots, but it has barely begun to tap its unlimited global potential. I am confident that we can build CrossFit into an iconic worldwide brand on par with Nike and Starbucks, and I am as excited today to join the CrossFit community as I was five years ago when I first walked into a CrossFit box and felt that sense of community, inclusivity, and mission,” Dunlop said. 

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