A Leader Rooted in Affiliates, Not Ego
In a landscape where CrossFit’s future seemed uncertain, founder Greg Glassman recently highlighted Daniel Chaffey as the ideal candidate to usher the brand back to its core values. Glassman stresses that the vital characteristic a leader must possess today is an unwavering commitment to CrossFit affiliates. “His north star is affiliates,” he stated, emphasizing Chaffey’s dedication to supporting the gym owners who are integral to the brand’s ecosystem.
Chaffey exemplifies a return to CrossFit’s foundational principles: simplicity, community, and education. Unlike leaders who may prioritize corporate expansion over grassroots support, Chaffey’s track record indicates a commitment to helping affiliates thrive rather than instigating a top-down overhaul.
Global Perspective, Local Connection
Beyond his impressive training credentials, Chaffey’s ability to communicate effectively on a global scale sets him apart. Glassman pointed out that Chaffey has built genuine relationships with country managers and affiliate owners worldwide, stating, “He’s proven the ability to communicate with people from all around the world.”
The fact that the French country manager is a British individual with a French accent only underscores Chaffey’s capacity to connect with diverse cultures. This global fluidity may be key as CrossFit continues to expand into new territories, where a leader attuned to local nuances can cultivate trust and rapport.
Is National Identity Still a Factor?
During an insightful portion of the interview, a question arose regarding any potential pushback against a non-American leader. Glassman recognized this as a valid concern but was quick to quell it, asserting that if the right person emerges, such barriers are surmountable. “If someone could pull that off, I think it would be Danlo,” he remarked, reinforcing Chaffey’s credibility on the international scene.
This acknowledgment hints at a shift in the mindset within CrossFit leadership. The future may lean towards a unified global approach, rather than a focus on American-centric ideals, with someone like Chaffey at the helm.
What CrossFit Needs: Clarity, Not Celebrity
As the discussion progressed, the focal point turned to the type of leadership CrossFit currently lacks. Glassman maintained that it’s not about finding another charismatic figure or a social media influencer. Instead, the priority lies in finding someone who embodies trust, competence, and an unwavering commitment to affiliates first and foremost.
Chaffey’s reputation as “an absolutely outstanding trainer” reflects not just his popularity, but his deep involvement in the success of others. This is the kind of leadership that naturally attracts media attention without seeking it.
A New Chapter for CrossFit?
Glassman’s remarks resonate with many affiliates who have experienced a disconnect from the leadership in recent years. The changes following 2019 have prompted a re-evaluation of CrossFit’s leadership and identity. However, if Glassman’s instincts are accurate, the path forward lies not in radical change but in a renewed commitment to fundamental principles.
To Glassman, Chaffey embodies a source of stability—a communicator, a trainer, and a servant leader. Most importantly, he is a reminder of the grassroots ethos that originally fueled CrossFit’s success. In a period rife with challenges, Glassman’s message stays clear: prioritize affiliates, and success will naturally follow.