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NOBULL x Tom Brady, TB12 and Brady Merge with Former Games Sponsor

Morning Chalk Up

January 31   |   POWERED BY


Good morning and welcome to the Morning Chalk Up.

In today’s edition:

  • In a big industry move, Tom Brady partners with NOBULL and merges the TB12 and Brady brands with the former CrossFit Games title sponsor
  • How Lauren Fisher channeled her grief through CrossFit training
  • Our top five Open announcement moments through the years
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“Training helped me get through it, but there were moments when I would just break down crying in the middle of a tough session.” - Lauren Fisher, on training through her mother's illness

  NOBULL Merges With Tom Brady’s Wellness and Apparel Brands, TB12 and Brady  

NOBULL Merges With Tom Brady’s Wellness and Apparel Brands, TB12 and Brady

On January 30, NOBULL announced that they would be merging with seven-time Super Bowl Champion Tom Brady’s health and wellness company TB12 as well as his apparel brand Brady Brand.

One big thing: Fans of the brand have been speculating since the end of 2023 what NOBULL’s next move would be after their title sponsorship deal with CrossFit came to a close in December of 2023.

  • This move not only moves NOBULL further into mainstream sports media, but it also helps to cement its position in the market as a holistic health and wellness company as this merge brings nutrition into the fold of its repertoire.
  • This merger also brings Tom Brady in as the number two shareholder behind Mike Repole, whose investment firm purchased the majority stake in NOBULL.

Remind me: In July of 2023, NOBULL announced that the beverage mogul, who had previously brought success to major brands like Vitamin Water and BodyArmor, Mike Repole’s investment firm would be purchasing a majority stake in NOBULL.

  • The change in leadership followed a turbulent time in NOBULL’s history as a brand.
  • Two months before the purchase was announced, long-time NOBULL executive Todd Meleney announced his resignation as CMO along with layoffs in the same month.
  • Despite that, Repole’s investment signaled a strong future for the company, as well as the potential for the brand to push into the mainstream market outside of the CrossFit industry.

More than shoes: NOBULL has long been heralded as one of the premiere shoe and apparel brands in the CrossFit industry. Still, with this merger, they are moving to expand their offerings to make themselves stand out from the competition in a very crowded industry ruled by giants like Nike and LuluLemon.

  • In a video interview, Repole commented on what will be NOBULL’s biggest differentiator, “Nike doesn’t have protein and supplements,” he said.
  • “NOBULL is a wellness brand. We do sneakers, apparel, mentality, nutrition, and who knows…and a lot more down the line. We have a vision and a mission, but it’s going to take us down the path of whatever we think people need to be the best versions of themselves,” And right now there’s a lot of clutter out here, there’s a lot of distractions and just putting people back on course,” Repole continued.
  • Repole went on to describe his relationship with Brady and the former football star’s coaching that led him to lose 25 pounds and how that coaching aligned with his vision for the company.
  • We’re here to coach people and inspire people,” he said.

But both Brady and Repole know that breaking into such a competitive market, even with their unique differentiators won’t be easy.

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iF3 Volunteer Search: The International Functional Fitness Federation is looking for volunteers for several committee positions as well as some general vacancies. If you would like to volunteer to help them grow functional fitness as a sport contact them today.

🎟️ 🎟️ 2024 CrossFit Games Tickets Are Sold Out: Tickets for the CrossFit Games in Fort Worth, TX at Dickies Arena are currently sold out, according to an email from CrossFit LLC.

  • It’s worth noting, however, that there will likely be additional tickets made available in June.
  • In the email, Dave Castro said “The excitement the community is showing for the 2024 CrossFit Games is echoing that of ours at CrossFit as all available tickets have sold out for our first trip to Dickies Arena in Fort Worth. It’s nice to receive such a great welcome from our friends in Texas and tickets moving this fast only builds on the momentum that we’ve already had in the state.”

👑 Queen of Hustle Swag: If you missed it, Sherpawerks had limited stock of Lauren Kalil “Queen of Hustle” gear at the Fittest Experience in Austin, TX, over the weekend. If you want to get your hands on some, it will be available online soon.

ICYMI: Looking to add in more reading for mental and physical wellness? Check out this 2024 CrossFit reading list for a mix of classics and new releases.

  How Lauren Fisher Channeled Her Grief Through CrossFit  


How Lauren Fisher Channeled Her Grief Through CrossFit

I PR’d everything the week my mom died. Lifts, gymnastics, workouts–it didn’t matter. I also cried while on the Assault Bike, but not for my usual reasons. The gym was the only place I felt like myself, the only place I felt safe.

It is incredible how powerful grief can be.

We have seen it countless times across professional sports – athletes summoning superhuman strength amid personal tragedies to turn in performances nothing short of spectacular.

  • A day after his father died, Green Bay Packers QB Brett Favre took the field and played one of the best games of his career, throwing four TDs in the first half.
  • After the tragic death of pitcher Tyler Skaggs, the Los Angeles Angels came together and recorded a combined no-hitter in their first game at home since his death.
  • In November 2020, Buffalo Bills QB Josh Allen played, at that time, the game of his career less than 24 hours after his grandmother died unexpectedly.

And these are just a few examples.

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  CrossFit Open Announcements Top Five Moments  

CrossFit Open Announcements Top Five Moments

With the Open rapidly approaching, in the midst of training and honing specific skills, we also enjoy looking back, reminiscing on past Open workouts, and retesting them at our affiliates.

As we remember all those WODs from the past decade, memories also surface from the Open announcements, made by Dave Castro, from affiliates throughout the world.

For seven years, from 2011 until 2019, Castro brought the drama, with the unveiling of a new workout each week, immediately tackled by two or more people, and live-streamed for the greater worldwide community to watch.

For two years, the live announcements were put to bed, but as they were an integral part of the season that many of us missed dearly, they were brought back in 2021 and have been a staple of the Open hype ever since.

In chronological order, here are five of our favorite CrossFit Open announcements:

14.5: Dave Tosses His Watch, Ro and Boz Throw Down – For the first time, an Open workout was programmed as “for time,” as opposed to an AMRAP.

  • “The clock? Save you it will not. You will do 168 reps, or you will quit in the process of trying. 14.5 is for time.” Castro said, as he turned and threw his watch into the crowd.

In case you forgot, the workout consisted of 21 thrusters at 95 pounds for men, 65 pounds for women, followed by 21 bar-facing burpees, then down to 18, 18, 15, 15, and so on until athletes reached three reps of each.

This was also the first year that Ro and Boz , (Rory McKernan and Adrian Bozman) live-streamed their head-to-head throwdown on an Open workout, which came to be part of the announcement tradition.

16.5: Ben, Rich, and Mat Battle at the Ranch – Taking place at the original home of the CrossFit Games, The Ranch in Aromas, California, was the 16.5 Open announcement. Games champions Ben Smith and Rich Froning, along with podium finisher Mat Fraser faced off. Fraser had yet to begin his five-year reign at this time, as he won his first CrossFit Games later that season.

This was the fourth year in a row that a “repeat” workout was announced, as the previous year, 15.2 was 14.2. In 2016, Castro announced that 16.5 would be 14.5: the thrusters, burpees over the bar workout mentioned above. Because of this, we began expecting to see these repeat workouts pop up every year, and while it’s not a guarantee, a repeat workout has been programmed almost every year since. (It was only in 2022 that we did not see a repeat workout.)

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Practice Better Positions in the Thruster

The Open is coming and coach Ben is getting us all prepped. Check out his demo of an effective thruster, with the bar in the front rack position, elbows pointing forward. If mobility is the cause of bad positioning, work out those lats before the end of February!




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Quick Core Finisher

Try this absolute burner from Brick Built Strength, to fire up those abs. The combo of different movements all use a kettlebell, and based on personal experience, we suggest you go light!


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

  • 💕Happy anniversary to Saxon and Taylor Panchik.
  • Congratulations to Training Think Tank director of education Kyle, on the snatch PRs.
  • 🇨🇷Congratulations to Costa Rica CrossFit national champion Pame, on winning the Tecuman Invitational.
  • Nice work to Games athlete Carolyne Prevost on the impressive gymnastics challenge.
  • 💪Great work to LSKD athlete Arielle, who finished 8th in the Pro Women category at The Fittest Experience.
2/17 - 2/18: Busto Throwdown (Busto Arsizio, Italy)
2/17: Cupid’s Throwdown (Las Vegas, Nevada)
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)
3/23 - 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: 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)
4/6: Best Babes Tampa (Tampa, Florida)
4/6: Best Babes Wyoming (Cheyene, Wyoming)
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)
4/6: Best Babes South Carolina (Beaufort, SC)
4/6: Best Babes Decatur (Decatur, AL)
4/6 - 4/7: Landifornian Battle (Seignosse, France)
4/6: Two Peas in a Pod: Mixed Gender Partner Comp (Burlington, MA)

See all upcoming events

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