5 Brands Crushing It in Vendor Village at the 2026 CrossFit Games
From dead-hang holds and pull-up challenges to CrossFit Games-branded sunglasses, protein bars with creatine, clean energy drinks without an aftertaste, and some of the nicest CrossFit apparel and shoes you can get your hands on, the vendor village at the SAP Center this weekend will make you giddy like a 5-year-old on Christmas morning if you’re a CrossFit enthusiast.
Many of the well-known mainstay brands showed up with a big presence — Rogue, Mayhem, R.A.D, Yeti, Velites — but there are plenty of emerging companies with a lot to offer those on hand at the 20th CrossFit Games in San Jose, CA.
Speaking of Velites, we need to say it: Their apparel is some of the softest, highest-quality clothing we’ve come across in this space, and it’s well worth the price point. But if you’re on site this weekend, don’t wait too long; clothes are flying off the racks faster than staff can replace them.
Five Other Brands We’re Loving
PBfit
Known for their peanut butter powder — which can be tossed into smoothies or cookies — PBfit offers a wheel set up in the vendor village for shoppers to spin and win free products. The powder is lower in fat and higher in protein than traditional peanut butter.
Worth noting: Beyond peanut butter powder, PBfit also sells protein bars that contain between 22 and 24 grams of protein, as well as granola, peanut butter balls, and other snacks.
- “It’s all about peanut butter made better,” PBfit’s Austin Roper told us.
And if you’re proficient at pull-ups, head to PBfit’s booth and try their max strict pull-ups in 30 seconds challenge. If not, just head there for the peanut butter.
Zenni Optical
As the Official Eyewear of the CrossFit Games, Zenni Optical offers high-quality sunglasses at an affordable price. Their customizable shades fall in the $30 to $50 price point range.
Zenni Optical is an online-only retailer, but this weekend fans can get their hands on new styles of CrossFit Games-branded sunglasses created just for the Games. They can be found at both Zenni Optical’s booth and the CrossFit Games booth. (They also come with cute cases.)
Cutco
Cutco is, of course, a well-known brand in the culinary world, famous for its high-quality, ultra-sharp knives, but until this week I had no idea it was involved in the CrossFit space.
But in recent years, Cutco has been partnering with gym owners to create knives branded with the gym’s name and logo, which make great gifts for coaches or clients.
If you’re an affiliate owner and need a coach’s gift idea, Cutco’s Matt Tuschen is your guy. He can be found here. (Knives can be ordered on site in the vendor village and will be shipped later).
- “We have been around for over 75 years, but we want to cater to a younger crowd, as well, and help younger people understand the value of investing in high-quality once,” Tuschen said of his push to get more involved in the CrossFit community.
Drink Hippie
Founded by actor Sasha Pieterse and her business partner Sai Svoboda in February of this year, Drink Hippie has grown quickly and is already in 400 independent stores across the United States.
Less than two months ago, they partnered with CrossFit at an event, “and the CrossFit trainers loved the drink,” Svoboda said. That’s when they realized there was huge potential for Drink Hippie in the CrossFit space, a point quickly reinforced in the vendor village. By Friday morning, Drink Hippie had already signed up 20 new affiliate owners as wholesalers.
The drink details: Drink Hippie’s energy drink contains 75 mg of caffeine, 215 mg of potassium, and a touch of real fruit juice, but no other added sugars.
Full disclosure: I was hesitant to try Drink Hippie at first because I’m super sensitive to aftertaste, which I usually experience with energy drinks. Needless to say, the drink blew my mind a little bit.
JimmyBar
Protein bars and creatine: Two things CrossFit athletes love. JiMMY BAR offers both in “America’s first creatine protein bar.”
The bars come in four flavors — chocolate peanut butter, blueberry lemon, strawberry, and double fudge brownie — and contain 20 grams of protein, five grams of creatine, and just four grams of sugar.
And if you’re into pushing yourself a bit, JiMMY BAR is hosting a max-effort dead-hang hold challenge. At the end of the weekend, the man and woman with the longest hold will win a year’s worth of JiMMY BARS (more than 432 bars).
The Big Picture
Vendor Village at the CrossFit Games has always been a place to browse the latest gear, but this year it feels just as much like a place to discover what’s next. Whether you’re hunting for new apparel, better nutrition, or innovative recovery products, or just looking to test yourself in a challenge between events, take the time to soak it all in.
