BREAKING: Jason Dunlop Resigns from CrossFit to Take Lead Role with Orangetheory Fitness

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CrossFit’s Global President, Jason Dunlop, is out after a little over a year, adding to a flurry of moves at the top for the embattled company’s leadership core. No replacement has yet been announced as the move was made public via Dunlop’s LinkedIn profile. 

One big thing: Dunlop is the fourth C-suite or Director level executive to transition out of their position with the company in the past several months, signaling a significant amount of uncertainty among CrossFit LLC’s top leadership for the future of the company.

  • On May 16, Jeremy Landis, CrossFit’s Chief Technology Officer announced that he was stepping down from his position after a 17-month tenure.
  • Then, Alison Andreozzi was named as the “interim head of CrossFit,” Dave Castro was rehired by the company as a “key affiliate advisor,” and Eric Roza stepped down as CEO.
  • During the CrossFit Games week, on August 2, Don Faul, a Marine Vet and leader in fitness tech, was named the new CEO of CrossFit. Faul, is a combat veteran and former platoon commander, who served in Afghanistan and Iraq, and has held key roles at a number of technology companies including Pinterest, Meta and Google. Most recently he was CEO of Athos, a smart apparel company that offers technology that tracks data on muscle activity.

What they’re saying: According to Dunlop’s public LinkedIn account, he is now the “International President of Orangetheory Fitness” as of an hour ago.

  • From his post: “Honored to have joined the extraordinary Orangetheory team as International President.”
  • “The welcome I have received from this highly talented, passionate, inspiring team has been a joy and I am in awe of their commitment, drive and motivation to propel the Orangetheory brand forward across the globe. I’m excited to work with this incredible team and to continue unlocking the global potential of OTF. I am equally excited to be based out of the stunning HQ in Boca Raton, Florida.” 

Remind me: Dunlop was previously an executive at NIKE and was responsible for the company’s direct to consumer (D2C) business across 41 countries in Europe, the Middle East and Africa (EMEA), directing store growth and digital expansion.

  • Dunlop was named Global President of CrossFit LLC on July 6, 2021, by then CEO Eric Roza.
  • At the time of his hire, Roza stated: “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.” 

The bottom line: Outside of a hostile takeover, few billion-dollar companies experience this much turnover at the highest levels in such a short time. When does it make sense to ask if CrossFit has a plan going forward? Is it in a rebuilding phase? That’s what many believed when Roza took over the helm in 2020. Or is the organization lacking direction and leadership at a critical moment in time? 

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