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Another multi-billion-dollar CrossFit company

Morning Chalk Up

September 2   |   POWERED BY


Good morning and welcome to the Morning Chalk Up.

In today’s edition:

  • WHOOP is now valued at $3.6 billion.
  • Reebok releases another shoe collaboration.
  • Fitness meets mental health.
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“Happiness is an attitude. We either make ourselves miserable, or happy and strong. The amount of work is the same.” - Carlos Castaneda

  WHOOP Valued at $3.6 Billion, Raises $200 Million to Expand Technology  

WHOOP Valued at $3.6 Billion, Raises $200 Million to Expand Technology

WHOOP has reached a $3.6 billion valuation after its latest fundraising effort. The company known for wearable health trackers raised $200 million during a round led by SoftBank. Now WHOOP will move forward with plans to acquire technology companies and move into new markets.

One big thing: Now the official wearable of CrossFit, WHOOP has been on a meteoric rise since originally launching in 2012 and adding LeBron James and Michael Phelps as initial customers. The company competes with Apple and Google — the new owner of Fitbit — in the fitness wearable market, which is growing exponentially. According to Allied Market Research, it should reach $62 billion by 2023.

New markets: WHOOP has already begun expanding into other markets other than traditional fitness. The company has partnered with such athletes as Kansas City Chiefs quarterback Patrick Mahomes and professional golfer Rory McIlroy.

  • WHOOP dipped its toes into the motorsports world in June and July. The company provided real-time heart rate updates for the drivers of Tony Stewart’s Superstar Racing Experience, broadcasting the data on CBS Sports.
  • WHOOP joined with NASCAR during races at Daytona International Speedway. Xfinity Series drivers Brandon Jones and Justin Allgaier both wore fitness trackers on Aug. 28, as did Cup drivers Denny Hamlin and Daniel Suarez, while NBC Sports repeatedly referenced the data during the broadcast.
  • They also sponsor a number of CrossFit Games athletes like Haley Adams, Brooke Wells, and Katrin Davidsdottir.

Bottom line: Once a Boston startup focused on providing in-depth workout and recovery data, WHOOP has expanded in a massive way. The company is now putting even more effort — and money — into research and development to improve for the future. Reaching new markets will only help WHOOP contend with the big names in Garmin, Apple, and Google.

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INOV-8 dropped a new training shoe, the F-LITE G 300.

  • Team INOV-8 is Kara Saunders, Scott Panchik, Dani Speegle, and Royce Dunne.

MUST READ: Truth talk from Dani Speegle yesterday on Instagram, opening up about the need to be honest when you’re struggling:

  • “I think people should be able to admit when they’re sad, or tired, or struggling, or falling apart despite what others think. Just because people might think a person has a “picture perfect” life doesn’t mean they don’t deserve to FEEL what they feel.
  • “Yes, there’s a lot of messed up stuff going on in the world right now. Yes, friends and family might be going through something that’s “worse”. But just because there’s other stuff going on around you doesn’t mean you should feel the need to neglect your own mental health.
  • “It’s never easy to say you need help, no matter your situation – but it is OKAY to need it. And it can be hard to find a place to start that journey – but you don’t have to do it alone.”
  • Since we’re on this topic, Hilary Achauer just penned a story on the connection between exercise and mental health for the CrossFit Journal.

Mark your calendars: On September 8, WHOOP will host WHOOP Unlocked, their first-ever virtual event where they will “unveil revolutionary new technology, [and] hear from the world’s highest-performing athletes,” like Michael Phelps, Gabby Thomas and Tom Daley. RSVP.

A Memorial WOD to honor Staff Sgt. Ryan Knauss, who was killed in action in Afghanistan, is being organized this week and supported by the 1st Special Forces Command.

📺 My Big Fat Fabulous Life star, Whitney Way Thore, is being trained by Jessica Powell, who has lost up to 100 pounds with CrossFit. My Big Fat Fabulous Life, currently in its 9th season, chronicles the life of Thore, who started the show weighing 380 pounds.

  SNEAK PEAK: The New Reebok + Goodr Collaboration  

SNEAK PEAK: The New Reebok + Goodr Collaboration

Reebok is launching another shoe collaboration according to an embargoed press release shared with the Morning Chalk Up. This time, the fitness apparel company has partnered with Goodr — the makers of inexpensive, functional sunglasses that don’t fall off while you workout — on two new 90s inspired Nano x1 and Floatride Energy 3 plus sunglasses kits.

One big thing: Collaborations with outside brands are becoming more and more common inside of CrossFit, and specifically for Reebok.

  • The collaboration is their second announcement in just a couple of weeks. announced. In mid-August, hey launched a series of camo Nanos in partnership with Rotcho, a military, tactical and outdoor apparel retailer.  
  • Reebok has also partnered with London-based retailer WIT Fitness, also a CrossFit Games partner, on several shoe collaborations and launches over the last two years.

The details: The new collections officially drop on September 9, and can be purchased on both and

  • There are two distinct kits: The Reebok x RUN and the Reebok x BEAST, both uniquely designed.
  • The Reebok x RUN kit includes a pair of Floatride Energy 3 running shoes with a pair of sunglasses.
  • The Reebok x BEAST kit includes a pair of Nano X1s with a pair of sunglasses.


Falling Forward in Your Overhead Squats

Do you end up leaning forward on your overhead squats? We get it, keeping everything balanced with 300lb overhead is hard (we can dream). Watch this short clip to see how to fix this common problem with overhead squats and keep everything perfectly centered.




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A CrossFit Catwalk

Sara Sigmundsdóttir officially launched her new clothing line with a fashion show at WIT House in London. Go backstage for the day and see Sara's design process, how she handles the catwalk, and a sneak peek at the new line.



A Free WHOOP Strap 3.0 and First Month Free

Performing on the outside starts with knowledge from the inside. WHOOP measures your body's data over 100 times a second to provide personalized feedback on your recovery, strain, and sleep.



Four Ways to Grill Delicious Vegetables

Yes, your parents were right. You should eat your vegetables. But at least we can help them taste a little better. In this guide to grilling vegetables, you’ll learn how to cook them directly on the grill, in foil packs, using a grill basket, and how to make grilled vegetable kabobs.


Celebrating a PR, hosting a fundraiser, this, that, or otherwise. Send us a tip.

  • 🎂🎂🎂 Happy birthday Nicole Biscuiti, founder of The Chestee.
  • Congratulations to Clayton Scelzi from Crossfit Westchase in Largo, FL on hitting a 350 pound front squat for three.
  • 🤯 CrossFit Games team athlete Stephen Wallace from Blues City Athletics hits a 500 pound front squat.
  • 🤯🤯🤯 Graciano Rubio does Isabel at 330 pounds in 19:58, which is not only the heaviest we’ve ever seen, but absolutely mind-blowing. Also, slow 👏 on the music choices.
  • This past weekend, CrossFit Dynamo in Cumming, GA, held its 5th annual 24 in 24 fundraiser, raising over $100,000 for the Rally Foundation. Dynamo has now raised nearly $350,000 total over the past five years.
  • Congratulations to Sabrina Atterbom from Camp Rhino in Las Vegas, NV on the 150 pound snatch PR.
3/18 - 3/19: Okanagan Valley Throwdown (Penticton, Canada)
3/25 - 3/26: Costa Dorada Fitness Challenge (Tamarit, Tarragona, Spain)
3/25: No Weak Links (Marcy, NY)
3/25 - 3/26: Beach Brawl – Spring (Pensacola Beach, FL)
3/30 - 4/8: Nine27 Athletics Spring Showdown (Online, Virtual)
4/1: 2023 Cougars & Cradle Robbers Throwdown (Salem, MA)
4/2: CFC Clash (Tallahassee, FL)
4/15: Girls Gone Rx Canada: Newmarket Central (Newmarket, Ontario)
4/15: Best Babes Riverbend (Godfrey, IL)
4/15: The Main Thing (Teams of 4: FFMM) (Cullman, AL)
4/15: WOD Wars Fitness Festival (Dunedin, FL)
4/15: Best Babes Canada: Greater Montreal (Vaudreuil-Dorion, QC)
4/15: Best Babes Gilbert (Gilbert, AZ)
4/15: Best Babes Partner Comp: Woodland (Woodland, CA)
4/15: Best Babes Wyoming (Cheyenne, WY)
4/15: Girls Gone Rx Ohio (Lancaster, OH)
4/21 - 4/23: Bayside Classic (Daphne, AL)
4/22: Festivus Games – Individuals and 3-Person Same Sex Teams (Savannah, GA)
4/22 - 4/23: Benidorm Fitness Challenge (Benidorm, Alicante, Spain)
4/29: Battle of the Elements (Ocala, FL)
4/29: CHLKDUP Classic (Nashville, TN)
4/29 - 4/30: Battle at the Lab (Clarksville, TN)
5/6: Code 3 Clash (Eagle, ID)
5/6: Rep Your Box (Seattle, WA)

See all upcoming events

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