“Back to Our Roots” – CrossFit Launches New Ad Campaign
The slogan “F*ck the quick fix” is at the heart of CrossFit HQ’s new campaign. The movement follows the 2025 CrossFit Games, as the brand aims to continue building momentum and reignite passion for the sport.
CrossFit launched its new campaign across social media earlier this month.
Instagram posts featuring pictures of Tia-Clair Toomey-Orr and Feeroozeh (Fee) Saghafi began appearing with phrases like “CrossFit is the cure” and “There are no shortcuts,” aiming to return the brand to its roots of hard work.
- “This one was built for all of us. We’re putting a stake in the ground, reminding people who we are, and that we never left. We’re unapologetic and here to stay,” Jenna Hauca, CrossFit CMO, said in a social media post.
Hauca also mentioned “big food” and “big pharma” as systems that are “selling us lies.” She further states that CrossFit is “for anyone, but not for everyone,” and only for those willing to do the work.
Remind me: It’s important to note that the CrossFit community has been through a lot in recent years.
The 2024 CrossFit Games was a devastating event that resulted in the death of a beloved athlete, Lazar Ðukić. The death, for many in the community, was a turning point and a moment that made them reconsider whether they should continue with the sport.
Notably, some elite athletes chose to sit out the 2025 CrossFit Games season, and some still express dissatisfaction with how HQ handled the situation.
- It’s also noteworthy that HQ has implemented several safety measures since the incident, including hiring a head of safety and establishing a safety advisory board.
Fast-forward a year, and CrossFit aims to remind people what the sport is all about by leveraging leaders to share this message.
- “Our community of athletes is core to CrossFit. We wanted to feature athletes who have not only put in the work, but have seen the results; those that have dedicated themselves to the methodology and are champions of and for the community,” Kyna Williams, senior director of marketing strategy and content at CrossFit, told Morning Chalk Up in a statement.
Toomey-Orr claimed her eighth CrossFit Games title as Fittest Woman on Earth and owns PRVN Fitness, an affiliate in Nashville, TN. Meanwhile, Saghafi is a CrossFit Level 2 Trainer who also competed at the Games and finished in 17th place.
Other athletes featured include Anikha Greer and Jason Grubb. 2024 Fittest Man on Earth and CrossFit Level 1 Trainer James Sprague will also participate in the campaign.
Hauca told the Morning Chalk Up that this campaign “is not a rebrand.” Instead, it serves as a reminder to the community that there is no quick fix or shortcut to a healthy life.
- “CrossFit is the Cure” is a rallying cry to our community and a call to action for the rest of the world. When you’re ready to take the first step in owning your long-term health, CrossFit affiliates worldwide will be prepared and waiting to support you with open arms,” Hauca said.
The bottom line: CrossFit encourages affiliates to get involved and has shared social media assets with the broader community, including the dates for the 2026 CrossFit Open, which will start on February 26.
More CrossFit Stories
- 7 Numbers That Defined the 2025 CrossFit Games
- Why 2025 Was Olivia Kerstetter’s Breakout Year
- WFP Tour Stop I Winner Alex Gazan Withdraws From Upcoming Tour Stop II
Featured Image: CrossFit
