CrossFit Games

Mayhem Athlete Makes Leap to NASCAR, Joins Austin Dillon on Two-Race Deal

August 5, 2021 by
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As many of us were busy watching CrossFit Mayhem dominate the CrossFit Games, the company was also dipping its toes into something else: Motorsports.

In May, the team sponsored Pikes Peak Hill Climb legend, Layne Schranz. Once the calendar turned to August, the Cookeville company unveiled an even bigger pursuit. CrossFit Mayhem and its Mayhem Athlete brand partnered with NASCAR driver Austin Dillon and Xfinity Series team, Our Motorsports, on a two-race deal.

One big thing: Dillon primarily races in the Cup Series — the top level of NASCAR — but he occasionally competes in the second-tier Xfinity Series to gain experience on certain tracks where he wants to make positive strides. Watkins Glen International and the Indianapolis Motor Speedway road course are two fitting examples, and Dillon will use the opportunity to partner with Mayhem Athlete on Aug. 7 and Aug. 14. 

  • “That was a good opportunity to get Mayhem and NASCAR [together]” Dillon told Morning Chalk Up. “Just trying to put partnerships together that are relatable to things that we do. We’re all grinding in our own ways, but it all kind of relates. The healthy lifestyle that everyone chooses. I think it just was perfect timing on this.” 

Dillon and Froning originally met when they both worked with Advocare. The perennial Games champion came to a race to hang out with Dillon, and they bonded over several common interests. They maintained this relationship over the years and finally worked together on a paint scheme. 

  • “I share a lot of the same things that Rich believes in and I think that just getting Mayhem out there on a car was something that Rich wanted to do. And this was the perfect opportunity to work together.”
  • While Dillon is not a Mayhem athlete at the moment, he plans on making a trip to Cookeville to visit Froning’s facility.
  • “I believe in a healthy lifestyle as well and being in a race car 36 weekends out of the year is a long time…So I try to take care of my body as much as possible, and I love the things that they do. They take it to an extreme that I feel is awesome.” 

Bottom line: CrossFit Mayhem may be the home of Games championships, but the company is expanding in a major way. Partnerships with Schranz and Dillon are only helping put Mayhem into the spotlight and set up a future after Froning decides to walk away from competitive CrossFit.

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