CrossFit’s Partnership Growth Under Greg Schwartz
As the excitement builds for the 2025 CrossFit Games slated to begin this August in New York, fans and athletes alike are in for a visual treat with an influx of new brand partnerships. Under the leadership of Greg Schwartz, CrossFit’s Vice President of Global Partnerships, the organization has revamped its partnership approach, drawing inspiration from the strategies of major American professional sports teams.
New Partners Joining the CrossFit Community
In just the first half of 2025, CrossFit has successfully signed nine new partnerships, bringing its roster of collaborators to a noteworthy total of 20. Notable newcomers at this year’s Games include brands like PBfit, Tempo by Home Chef, and particularly Velites, which will be launching alongside well-established partners such as Rogue and Yeti.
Aiming for Major League Status
Schwartz, previously the Vice President of Global Partnerships for the NHL’s San Jose Sharks, is on a mission to elevate CrossFit’s partnership portfolio to match that of the top tiers of the sports industry, comparable to the partnerships seen in the NFL, NBA, MLB, NHL, and MLS. He sees vast potential in attracting brands that have not previously considered aligning with CrossFit.
“My goal is to turn the CrossFit partnership organization into what a big four or big five (sports) partnership organization is like,” Schwartz explained. “There’s a significant opportunity to bring in brands that are new to CrossFit.”
Emphasizing Non-Endemic Partnerships
A crucial aspect of Schwartz’s strategy involves targeting “non-endemic” partnerships—brands that operate outside the traditional fitness and wellness sectors, a tactic commonly utilized by professional sports organizations. One recent collaboration established Zenni Optical, an online retailer of eyewear, as the official eyewear partner. Schwartz highlighted Zenni’s commitment to holistic health and passion for eye care as key factors in this partnership.
“One of the really exciting things we saw when we were talking with them is their passion for eye health,” Schwartz noted. “It’s not just about selling glasses and sunglasses; it’s about ensuring that we’re educating our athletes and our fans on eye health as well.”
CrossFit has also partnered with luxury mattress brand Saatva to become its official sleep and recovery partner, focusing on promoting the importance of quality sleep for peak athletic performance. Schwartz anticipates that these initial deals will pave the way for further non-endemic partnerships, with ambitions to secure collaborations in sectors such as finance and automotive.
“We are in 100% sales mode right now,” Schwartz confirmed. “I think you’ll see a lot of growth in the next 12 to 18 months.”
Global Focus and Endemic Partnerships
Despite this focus on new non-endemic partners, CrossFit remains committed to engaging with its existing endemic partners as well. The organization is actively seeking collaborations with apparel, footwear, and equipment brands to boost global awareness. A prominent new partnership includes Spain-based Velites, which has been named the official footwear and apparel partner for the 2025 CrossFit Games. This partnership is significant as it replaces previous giants such as Nobull and Reebok, with Schwartz emphasizing the goal of building CrossFit’s international recognition.
“One of the things that drove us to that partnership is Velites’ reach overseas,” Schwartz shared. “They’re a well-known brand internationally, but relatively unknown in the States. We see this as a chance to provide them a platform for launching their apparel at the Games.”
CrossFit has also added Chinese company LuXiaojun as its official weightlifting shoe partner, marking another strategic step towards increasing global engagement.
Commitment to Authentic Partnerships
As CrossFit expands its partnership network, particularly in non-endemic sectors, Schwartz stresses the importance of authenticity in these collaborative efforts. Rather than seeking quick financial gains, CrossFit aims for “purpose-based” partnerships that align with the organization’s core values and resonate with its community.
“Authenticity for us starts with staying true to the CrossFit methodology,” Schwartz clarified. “We need to ensure we maintain the trust of our athletes when we enter into these partnerships.”
Schwartz believes that “purpose-based partnerships” represent the future of sports and fitness organizations. These alliances foster deeper engagement with fans and ensure that participating companies share aligned values, leading to more successful and sustainable collaborations in both financial and cultural aspects.
As the 2025 CrossFit Games approach, alignments with innovative brands highlight CrossFit’s commitment to growth and global reach, paving the way for exciting developments in the world of fitness partnerships.