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CrossFit LLC Announces Affiliation Fee Increase

Morning Chalk Up

December 1   |   POWERED BY


Good morning and welcome to the Morning Chalk Up.

In today’s edition:

  • CrossFit CEO Don Faul announces first affiliation fee increase in eleven years
  • Affiliate of the Month: CrossFit Kokomo
  • Who to watch at the Down Under Championship
  • Elisa Fuliano signs with Reebok Europe
  • And, Hunter McIntyre’s Workout of the Week

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“Strive not to be a success, but rather to be of value.” - Albert Einstein

  Breaking: CrossFit Announces Affiliation Fee Increase, L2 Requirement for Owners  

Breaking: CrossFit Announces Affiliation Fee Increase, L2 Requirement for Owners

In an email to affiliate owners on November 30, CrossFit CEO Don Faul announced the first affiliation fee increase in 11 years.

In an exclusive interview with The Morning Chalk Up, Faul said,

  • “For affiliates next year, effective on their anniversary date, which is when they pay their annual fee, the price will change…Most of our affiliates currently pay $3,000 (a year) today; that is going to increase to $4,500. We will have two “follow-on” tiers that apply to (affiliates in) other countries around the world.”

One big thing: There has been a palpable sense in the community that an affiliation fee increase or change to the affiliate model was coming, and with this news, we now know the details.

The details: In the email to affiliate owners, Faul wrote that “Despite inflation and higher costs — which have risen by an average of 74% — CrossFit has not raised prices for 11 years. In order to sustain a healthy business and invest in resources to achieve our goals, we need to increase our affiliation fee in the new year.”

  • The email continued, “We did not take the idea of an increase lightly. Our decision reflects a tremendous amount of thought and research, centered on understanding and serving your needs while allowing for reinvestment of fees back into the ecosystem.”
  • “We remain committed to making sure you have the support, education, and tools you need to build a strong and sustainable business while ensuring you continue to have the flexibility and freedom to run your affiliate in a way that best serves your community,” Faul concluded.

Importantly, Faul also noted that as recently as 2022, CrossFit “was breakeven,” meaning that it returned zero profit that year. “That’s not good enough for us,” Faul said, “that [doesn’t] allow us to make the types of investments in our community, in growth, that we need moving forward.”

Affiliates that currently pay a grandfathered affiliation fee (those who were affiliated prior to the increase to $3,000) will see an increase but not fully to $4,500 immediately. They will be on a graduated increase schedule to level-set them slowly.

  • Affiliates in areas of the world with struggling economies in comparison to the United States will see a smaller affiliation fee increase as well.

A logical question that will likely follow this news in the minds of many affiliate owners is what additional value CrossFit will provide to offset this fee increase. The email to affiliate owners highlighted three areas in which CrossFit has “commitment and plans to deliver additional value”:

  • The first area is “Growth.” The email to affiliates stated, “In order to get new members through your front door, we are investing heavily in technology, personnel, and marketing to help inform brand perception, storytelling, campaigns, and web/mobile enhancements. These improvements will help you build a strong, sustainable business.”
  • The second area is “Quality.” Faul’s email noted, “We are raising our standard for owners and coaches in 2024, which will translate to a better member experience.”
  • What this means in practice is that as part of the affiliate renewal process in 2024, owners will receive a $500 credit to be used toward a Level 1 or Level 2 Certificate Course or the Online Level 1 for the owner or a coach at the affiliate.
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Adrenaline Junkies: Several of the fittest athletes on Earth, for a few moments at least, became the fittest in the sky. A group of the Games athletes competing at the Down Under Championship with six-time Games champ Tia-Clair Toomey-Orr jumped out of a plane with Skydive Australia the day before the event began.

✍️ 📝 Help Wanted: WIT is hiring a new head coach for their London location in St. Paul’s. Check it out and, if interested, apply by December 15.

Live Like Lou: NOBULL and local CrossFit affiliates are partnering with the Live Like Lou Foundation for a special workout and fundraiser on January 27, 2024. Learn how you or your gym can participate.

  • “The Lou” workout was created by Sunshine CrossFit owner Deb Austin and inspired by CrossFit Games Athlete, former gym owner, and ALS advocate Rainer Hartmann, who was diagnosed with Lou Gehrig’s disease in 2022.

The Dubai Fitness Challenge announced its official Competition Partners for the 2023 event.

ICYMI: In her new book, ResilientBrooke Wells guides readers through her injury at the 2021 Games and her year-long comeback journey to Fifth Fittest in 2022.

  Affiliate of the Month: CrossFit Kokomo Raises $22,000 in 24 Hours for Veterans  

Affiliate of the Month: CrossFit Kokomo Raises $22,000 in 24 Hours for Veterans

As a marine, who served from 2008 to 2015, Kevin Jewell knows how difficult it can be to return home to civilian life after being overseas.

  • “I was, and am, blessed with coming back to a relatively seamless transition. Not all veterans can say that,” said Jewell, who owns CrossFit Kokomo in Kokomo, IN.

So each November 11, Jewell hosts a fundraiser at his gym and donates the money to Jackson Street Commons, a local charity that provides supportive housing for veterans in his city.

On Veterans Day 2023, CrossFit Kokomo raised $22,000 in 24 hours, bringing its total donated in the last six years to $78,000.

The details: On November 11, CrossFit Kokomo members tackled Hero WODs every hour on the hour for 24 hours, starting with “Blake”—four rounds for time of 100-foot overhead walking lunges, 30 box jumps, 20 wall balls and 10 handstand push-ups.

Twenty-two people finished “Blake,” and most went on to do a second, third, fourth and even fifth Hero WOD in the 24-hour window.

  • “We challenge everyone to do something outlandish for them…We had people who did the 1 AM, 2 AM and 3 AM workouts just because,” Jewell said, adding that 200 people participated in at least one workout that day.

Further, 31 local businesses sponsored the event and donated funds, which helped CrossFit Kokomo raise the most money they ever have on November 11, edging out their 2021 total by $900.

Jewel couldn’t be more pleased with this year’s result.

  • “The vibe is difficult to describe. It’s wild to see your watch and see it say 1:32 AM and see a gym full of people attacking a workout and not a single complaint…It gives you chills when you sit back and see what people will do for those in need,” Jewel said.

The big picture: Ordinarily, CrossFit Kokomo is a place where people come to work on their personal fitness. But on November 11 each year, it’s so much bigger than that.

  • “For 24 straight hours, our community is solely focused on those deserving men and women at Jackson Street Commons,” Jewel said.

And after six years, what they have created each November 11 has trickled into the other 364 days of the year.

  Down Under Championship 2023 Preview: Who to Watch  

Down Under Championship 2023 Preview: Who to Watch

Oceania’s largest off-season competition, The Down Under Championship (DUC) is taking place in Wollongong, Australia on December 1-3, 2023.

What we love about the DUC is that it provides the local Australian and New Zealand athletes an opportunity to throw down against international Games-level athletes on Aussie soil and that is happening once again this year.

Competing in the team division are returning Down Under Championship athletes, Chandler Smith and Noah Olsen, and this time they’ve brought with them, PRVN athlete, Tola Morakinyo, who will be competing down under for the first time.

We also have some big-name female athletes who have made the journey to Australia, including, Dani Speegle, Emily Rethwill and Jessi Smith who will be competing in the team division for the first time.

Iceland’s Sara Sigmundsdottir flew to Australia but has made a last-minute withdrawal from the competition due to injury. Canadian athlete Anikha Greer will be throwing down as an individual.


Despite losing two of the strongest contenders in the women’s line-up to injury, the race for the three podium positions is going to be tight in this division. Sara Sigmundsdottir has made a last-minute withdrawal from the competition due to injury, and Katelin Van Zyl, another contender for a podium spot, has also withdrawn from the competition with a hernia that requires surgery.

Who to Watch

Madeline “Maddie” Sturt is the reigning Down Under Championship women’s champion. She has experience on her side as a four-time Games athlete. After coming epically close to securing a ticket to the Games this year, Sturt is hungry for a podium finish again this weekend.

Emily de Rooy is not afraid of hard work, as she made evident at the Torian Pro when she secured her first ticket to the Games earlier this year. The Down Under Championship workouts appear to be in De Rooy’s wheelhouse, with a blend of barbell cycling and plenty of upside-down gymnastics. Will we see De Rooy standing on the podium at the end of the weekend?

Grace Walton is another athlete to keep an eye on over the weekend. Walton finished sixth in the Oceania Semifinal this year and was one of three athletes to narrowly miss out on punching a ticket to the Games at the Torian Pro. It will be interesting to see what Walton has been working on during the off-season.

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  A Dream Realized, Elisa Fuliano Signs with Reebok Europe  

A Dream Realized, Elisa Fuliano Signs with Reebok Europe

The first Italian athlete to ever compete at the CrossFit Games as an Individual, Elisa Fuliano ended the 2023 season in Madison in 20th place, taking home a 2nd place finish on Test 3: Inverted Medley. With this being her second appearance at the Games, (in 2022 she was cut and finished in 35th place), the competitor has made giant strides and has shown that she’s steadily rising to the top, while hanging with the big girls.

Some background: A very active, athletic and driven child, Fuliano spent her childhood dedicated to gymnastics and had aspirations of making the Olympic team from a very young age. Life had other plans for the athlete, and due to an injury, Fuliano retired from gymnastics and moved onto track and field. After spending time training the 100 meter, 200 meter and pole vault, she then began CrossFit in 2019. Having found the sport that allowed her to become professional and train full time, Fuliano feels that she has achieved what she has wanted her whole life.

  • “When I’m doing sports, I feel like myself. I feel completely free and completely like me,” said Fuliano. “This is the life I love. I’m so happy.”

The difference maker: Last month marked one year since Fuliano transitioned to her life as a full-time athlete, having resigned from her job as a UX Designer in October of 2022. Up until one year ago, Fuliano worked during the day at her office, and was only able to train at night, thus unable to keep up with her competitors, who were training multiple times a day, dedicating themselves completely to fitness.

As she has spent the last year so differently, she shares that living and training full-time takes a toll, and isn’t without sacrifice and stress, financially and otherwise. As Fuliano is from Genova, Italy, where her family currently resides, she lives and trains in Turin, which is quite far, and keeps the athlete from visiting home but three to four times per year. Additionally, her social life isn’t typical, compared to many of her friends, but the life that she has built is exactly the life that she envisioned, as a 6-year-old, dreaming of a trip to the Olympics.

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  Hunter McIntyre’s Workout of the Week  

Hunter McIntyre’s Workout of the Week

Today’s workout is programmed by three-time HYROX World Champion and 2019 CrossFit Games athlete, Hunter McIntyre. The Represent 247 ambassador, who competed last week at HYROX London (with Represent founder, George Heaton), gained CrossFit fame and notoriety in 2019, ultimately finishing 61st at the Games that year.

Hunter McIntyre

4-6 Rounds (Athletes’ Choice)
3 minute run
2 minute ski
1 minute sled push @ HYROX race weight
1 minute recovery run

Scaling tips: Athletes can adjust the total number of rounds and/or the weight of the sled to maintain the stimulus of the workout (which asks you to hold a race pace or above and strive for negative splits).

Advice from Hunter: “Pace each station at race pace or above for the entire workout.

Make sure you don’t go above and beyond on the first couple of rounds only to fail to hold onto your paces for the rest of the workout. Try to aim for negative splits each round, which will help with your pacing for race day.

Keep your stations as close together as possible so you’re continuously moving and working throughout the session to achieve the correct stimulus.

In your warm-up, you should build up to the heart rate zone you will be in during the workout. If you jump straight in, your heart rate will skyrocket and put unnecessary stress on your body.

The recovery run should be an easy jog where your heart rate can drop a little bit, whilst keeping your blood flowing to your muscles.”

To inquire about submitting an upcoming workout of the week, shoot us a note.



Improve Hip Mobility

Fee Saghafi shares her mobility routine, that primes the hips and other joints before a long training session. Try it out and take one step closer to some big PRs.




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Isometric Regeneration

These movements are a great way to help recovery, gain better range of motion and build strength without beating up the muscles.



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Plyometric Push-ups

While we train plyometrics for the lower body, the upper body is often overlooked. Try these push-up variations to develop more explosive pushing power and eccentric strength.


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3/1 - 3/31: Sit Ups For Pups (Everywhere, Anywhere Online)
3/2: The LKW Games (Lake Waccamaw, North Carolina)
3/9: The Valkyrie Fitness Competition (Tampa, FL)
3/16: Upper Hunter Strongest Novice (Muswellbrook, Australia)
3/16: Oceanside CrossFit 1st Annual Shamwod & Shenanigains (Oceanside, Ca)
3/16: Shamwod & Shenanigains (Oceanside, Ca)
3/16: Shamwod & Shenanigains (oceanside, ca)
3/23 - 3/24: Beach Brawl (Spring) (Pensacola Beach, FL)
3/23: Masters Distinguished Games (Fort Wright, KY)
3/23: CFL Teen Take Over (Lorton, VA)
4/6: Girls Gone Rx Minnesota (Austin, Minnesota)
4/6 - 4/7: SeaDog Summer Showdown (Jupiter, Florida)
4/6: Girls Gone Rx Kentucky (Richmond, Kentucky)
4/6: Girls Gone Rx Ohio (Lancaster, Ohio)
4/6: Best Babes Decatur (Decatur, Alabama)
4/6: Best Babes 608 (Janesville, Wisconsin)
4/6: Best Babes South Carolina (Beufort, South Carolina)
4/6: Best Babes Houston (Houston, Texas)
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4/6: War Off I-4 (Deland, FL)
4/6 - 4/7: No Pain No Game (Legnano, Italy)
4/6 - 4/7: Shack Team Edition (Rome, Italy)
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4/6 - 4/7: Landifornian Battle (Seignosse, France)
4/6: Two Peas in a Pod: Mixed Gender Partner Comp (Burlington, MA)
4/6: Best Babes Tampa (Tampa, Florida)
4/13: Queens of Oly Rockledge (Rockledge, FL)
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4/13: Fittest on Main (Boaz, AL)
4/19 - 4/21: Crash Crescendo (Spartanburg, SC)
4/20: First EVER Adaptive Festivus Games Competition (Waterford, United States)
4/20: Barbells For Bullies: Community Workout Savannah (Savnnah, Georgia, US)
4/20: Festivus Games @ CrossFit Plattsburgh (Plattsburgh, NY)
4/20: Festivus Games @ CrossFit Masiphumelele (Kommetjie, Cape Town, South Africa)
4/20: Festivus Games (Goderich, Canada)
4/20: Festivus Games (Clermont, FL)
4/20: Festivus Games @ The Gym – CrossFit Kilo (Cedar Falls, IA)
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4/20: Festivus Games @ Coyote Valley (San Jose, CA)
4/20 - 4/21: Okanagan Valley Throwdown (Penticton, British Columbia)
4/20: The Fittest 4 (Sunshine Coast, Australia)
4/20: Embrace the Challenge (Mentor, Ohio)
4/20: Festivus Games @ CrossFit Pagosa (Pagosa Springs, CO)
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4/20 - 4/21: BGR Contest Spring Edition (Bergerac, France)
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