CrossFit Online Store Reopens with Fresh Merch
In an exciting move for CrossFit enthusiasts, the popular fitness brand has officially relaunched its online retail store at store.crossfit.com. The newly opened portal showcases a variety of sports apparel for both men and women, featuring the iconic ‘CrossFit’ logo prominently displayed across the front of t-shirts, as well as a selection of unique CrossFit-branded designs.
A Year of Changes
This reopening comes almost exactly one year after the initial revival of ‘The Official CrossFit Store,’ which took place just ahead of the 2023 CrossFit Games. However, following last year’s Games, the online store was quietly removed from operation.
History of CrossFit’s Online Retail Efforts
CrossFit has had a fluctuating history with its online retail presence. The journey began with a partnership with Reebok, the premier title sponsor of the CrossFit Games. Over time, CrossFit introduced another online shopping destination called ‘The CrossFit Stuff Store’ to cater to fan demand.
In June 2019, CrossFit partnered with WIT Fitness to enhance its online store experience. This collaboration aimed to consolidate the operations of both stores into one comprehensive shopping platform while also expanding their reach into the European market.
Challenges Faced
Despite these efforts, the onset of the COVID-19 pandemic and subsequent management changes at both CrossFit and WIT Fitness hampered the store’s potential. Although the partnership was rekindled in 2021, financial difficulties experienced by WIT Fitness led to another closure of the e-commerce operations.
A New Era of E-Commerce
Fast forward to the present, CrossFit is poised to re-establish its online shopping experience. As part of this initiative, they are actively seeking a Director of Retail and E-Commerce to guide the new venture.
So, if you’re on the lookout for the latest CrossFit gear to enhance your training, make sure to check out store.crossfit.com for the newest selections. Happy shopping!