BREAKING: Bruce Edwards Named CrossFit CEO – Exclusive Interview
On Tuesday, nearly two months after former CEO Don Faul resigned, CrossFit announced it had hired Bruce Edwards to lead the company. His first day will be May 4, 2026.
In a post on CrossFit’s website, Edwards said:
- “CrossFit changed my life three decades ago. It helped me get healthier and introduced me to a community that has played an important role in my life. I’m returning to CrossFit because I believe in where we can go next.”
Edwards’ experience in CrossFit dates back to the late 1990s when he was coached by Greg Glassman as he developed the CrossFit methodology. He went on to open CrossFit Aptos in California in 2015, which he co-owned for five years, and served as CrossFit’s COO from 2013 to 2019.
- “I’ve seen this community from every angle, and that perspective will guide how I lead. Together, we have the opportunity to build something even stronger and bring the benefits of CrossFit to more people around the world,” he said in the post.
It’s worth noting that during his tenure with CrossFit, Edwards was integral to implementing various changes, including staffing adjustments, e-commerce, and other operational improvements aimed at improving the company’s financial health.
- It was also during this time that CrossFit experienced record growth across various areas, from total affiliate numbers to training and certifications to participation in the CrossFit Open.
After Edwards left CrossFit in 2019, he was hired as the Chief Growth Officer for In-shape Health Clubs, then as the COO and president of barre3, and, most recently, as the CEO of Core Development & Management, one of the largest franchisees in the Planet Fitness network.
In His Own Words
We had a chance to speak with Edwards this morning in an exclusive interview, and he shared his excitement and some of his ideas about his new role as CEO and vision for the brand moving forward.
When asked about stepping into this role now, Edwards said, “I think the world has changed since CrossFit came on the scene 20 plus years ago, and I also think there are things that are foundational that will never change. So it’s marrying the efficacy of what CrossFit (the methodology) is, with where the community is globally right now.”
- “Those are cliches, which I almost worry about saying, but I think that having a super commitment to what the community is fundamentally about is key,” he continued.
Asked about why he wants to take on this leadership position in a fractured and divided fitness community, he said, “My fundamental roots are in CrossFit, and I think that being a part of an affiliate, starting an affiliate with my partner… how could I not want to be a part of this?”
- “I think the enemy is chronic disease, and I think it is so incredibly prevalent in Western civilization, and I think anything that gets people moving and fights chronic disease is worthy. I obviously have a very strong preference for the efficacy of CrossFit, and when you look at how it’s changed fitness and wellness globally, there’s just no debating that,” he said.
On why he’s the right person for this job, Edwards added, “One thing that’s different about me is that I’m bringing both a deep understanding of the CrossFit community with a wider perspective on the broader fitness landscape. I think that diversity of perspective will help us make decisions about where CrossFit stands in the larger fitness ecosystem going forward.”
Remind Me
Edwards will be the fifth person to hold the CEO position at CrossFit since founder Greg Glassman stepped down in 2020.
- Dave Castro was the first until Eric Roza bought CrossFit and became CEO in 2020, a position he held until February 2022. After that, Alison Andreozzi was named interim leader, and Faul joined as CEO in the summer of 2022, serving until his resignation in early March.
The Big Picture
One year ago, CrossFit announced it was seeking new ownership.
In the months that followed, rumors circulated that a sale was close to being finalized, but so far, none have panned out. More recently, though, the rumor mill has been quiet, and whether there’s anything in the works or whether CrossFit is still actively seeking a buyer is anyone’s guess.
- We asked Edwards about the path forward: “I’m not gonna sit here and pretend I have all the answers. I don’t yet, but we will. I have a lot to get up to speed on, but I am also very, very clear on the foundational elements that make this modality and this community strong. So I don’t have to learn that.”
