CrossFit Announces HWPO Training, Mayhem Athlete and PRVN Fitness as Supporting Sponsors of the 2023 CrossFit Games

July 25, 2023 by
PHOTO CREDIT: Instagram @hwpotraining
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On Tuesday, CrossFit announced “unique sponsorships featuring programming brands,” including Mat Fraser’s HWPO (Hard Work Pays Off) Training, Rich Froning’s Mayhem Athlete, and Tia-Clair Toomey-Orr’s PRVN Fitness.

One big thing: There have been a steady stream of partnership and sponsorship announcement trickling out of HQ, but this one is different in that it represents the first time CrossFit has partnered directly with programming brands that also run training camps for Games-level athletes.

The details: The brands will provide unique opportunities for fans and elevate the on-site experience in Madison.

  • Each brand will have space in Vendor Village and will engage with fans in sponsored workouts led by Mat Fraser, Rich Froning, and Tia-Clair Toomey-Orr, among others.
  • HWPO Training will host a retail space and experience area in vendor village where fans can learn from HWPO coaches like Fraser, Rob Kearney and Aimee Anaya Everett.
    • Fans of HWPO will also have the opportunity to book a session with Mat’s brother, Jesse Fraser, to receive an HWPO tattoo and lifetime membership to HWPO Training.
    • Mat Fraser will also play a role in one of the world’s largest fitness gatherings by hosting an HWPO SWEAT workout at the ROGUE North Park Stadium on Thursday, August 3. 
    • ICYMI: The Morning Chalk Up profiled the HWPO plans for the fan experience at the 2023 CrossFit Games.
  • Mayhem Athlete will be creating the “Mayhem Athlete Campground” where spectators can workout with and learn from Mayhem coaches and subject matter experts like Sage Burgener and Pamela Gagnon.
    • A “Mayhem Athlete Lounge,” at the entrance of the venue, will feature some of Mayhem Athlete’s favorite summer grilling recipes, including Tennessee-syle BBQ in an area to sit and relax, and watch livestreamed events on big screens in a shaded area. 
    • Rich Froning and Rory McKernan will use the Mayhem Athlete Lounge as the home studio for the daily recording of The Rich Froning Podcast.
  • PRVN will host daily workouts at their space in Vendor Village and offer daily meet-and-greets with Toomey-Orr and Shane Orr.   

What they’re saying: “These brands are some of the strongest in our sport, and by working side-by-side with them, we expect engagement with CrossFit athletes, affiliates, and coaching communities to only become stronger,” said Rob Vartan, VP of Global Partnerships for CrossFit. 

  • “We’re really looking forward to hearing from our fans about their experiences getting up close and personal with the legends of our sport!” he concluded.
  • Mat Fraser, Founder of HWPO Training: “Becoming a supporting sponsor of the 2023 CrossFit Games is important to us at HWPO Training as the sport has been a huge part of my life and career. It’s where I met my wife and best friends, where I’ve built my legacy and business, and it’s just as rewarding to participate on the sponsor side of things as it was to compete competitively for so many years.” 
  • Rich Froning, Founder/Owner of CrossFit Mayhem: “At CrossFit Mayhem we’ve been changing lives with CrossFit for over 13 years through community-focused fitness for all levels from our CrossFit Kids program, which introduces the younger generation to a fitness-based lifestyle, to our Life Class which focuses on maintaining strength and independence through functional movements at relative intensity.”
    • “Our goal at the 2023 CrossFit Games is to do the exact same thing for the community beyond Cookeville. Our team has put a ton of thought and hard work into creating a unique experience that I’m really excited to share.”
  • Tia-Clair Toomey-Orr, Founder of PRVN: “We are incredibly thrilled to announce PRVN’s sponsorship of the 2023 CrossFit Games as CrossFit has played such a large role in my career, laying the foundation for the PRVN brand since day one.”

The bottom line: It’s an exciting and not entirely expected move on the part of CrossFit. In the past there may have been a conflict of interest in partnerships like these as CrossFit offered its own paid programming service in the form of CrossFit Affiliate Programming. Now that service is offered as part of an affiliate’s regular affiliation fee and it opens the door to build partnerships with other programmers at the Games.

A question remains, though, will we see more programming brands/athlete training camps partnering with the CrossFit Games in coming years?

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