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Matt O’Keefe Announces ‘Next’, Joins HWPO as CEO

February 4, 2022 by
Photo Credit: Athlete's Eye Photography
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Matt O’Keefe announced he is joining Mat Fraser’s HWPO Training as CEO. The announcement comes on the heels of his recent departure from his long-time role as President of Loud and Live Sports, the company that owns and operates major CrossFit events including Granite Games, West Coast Classic, Madrid CrossFit Championship, and Wodapalooza. The announcement on January 20 came shortly after the 10th anniversary of Miami’s Wodapalooza Fitness Festival.

  • Mat Fraser: “I couldn’t be happier and more proud to have O’Keefe in my corner, again. He was in my corner for seven years of competing; he was a huge support to me during those years. Now, we get to work together on growing this business. The support and the work ethic from my competition career is the same, we just get to put that into the HWPO Training and our community.”
  • O’Keefe: “I am excited to continue to do that and put my energy into a business and brand that perfectly aligns with these values. Show Up. Work Hard. Hard Work Pays Off.”

One big thing: O’Keefe is coming on to position the HWPO brand as a cross-sports training platform beyond just CrossFit with the potential to partner with big box training facilities and more boutique at-home training like Peloton. Their first order of business will be to build their own mobile and web app to bring the HWPO community together into one place which they have slated for an April 1 launch date. 

  • Currently, HWPO Training encompasses multiple verticles: a training platform for both everyday athletes and competitors, a boutique training camp that coaches just two athletes (Mal O’Brien and Jayson Hopper), a book, and a limited edition NIKE clothing line, most of which can be consolidated into one single branding house. 
  • O’Keefe will now be able to consolidate the HWPO community into a single location. 

The big picture: Mat Fraser is the most followed CrossFit athlete in the world with more than 2.4 million Instagram followers, more than twice that of the CrossFit Games. He is also the five-time Fittest Man on Earth with one of the largest platforms for expanding functional training under the HWPO banner. 

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