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CrossFit Introduces New and Existing Business Partnerships

CrossFit has kicked off 2025 with significant expansion of its global partner network, bolstering support for both the business and the 2025 Games season. CrossFit has successfully secured new strategic partnerships alongside the continued support of existing partners, demonstrating growth and confidence in the future of CrossFit.  With an eye on the 2025 CrossFit Games […]

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CrossFit Introduces New and Existing Business Partnerships

CrossFit has kicked off 2025 with significant expansion of its global partner network, bolstering support for both the business and the 2025 Games season. CrossFit has successfully secured new strategic partnerships alongside the continued support of existing partners, demonstrating growth and confidence in the future of CrossFit. 

With an eye on the 2025 CrossFit Games and beyond, the first half of 2025 has already shown strong progress as CrossFit welcomes new partners and deepens relationships with existing partners across diverse sectors, including fitness equipment, nutrition, health and wellness. These key partnership deals underscore the worldwide appeal and credibility of the CrossFit brand, with partners eager to align with CrossFit’s position as a fitness leader. 

Key Highlights for the First Half of 2025:

  • New Partnerships: CrossFit has signed several exciting partnerships that speak to the evolving needs and interests of the CrossFit community, with an emphasis on top-of-the-line apparel and equipment, with Velites, LUXIAOJUN and Zenni, technology solutions, with Levels, and nutritional favorites like PBfit, Pasture Provisions, and Tempo by Home Chef. Additionally, CrossFit has partnered with Saatva as its first Official Mattress, Bedding, and Sleep Partner. These business partners bring a shared commitment to supporting athletes and fitness enthusiasts with the best technology and ingredients.
  • Strengthened Existing Relationships: CrossFit is proud to continue its work with Rogue, the United States Border Patrol, YETI, 2POOD, GOWOD, Hustle Up, the Federal Air Marshal Service, and STRONG Coffee, brands that have a deep commitment to the CrossFit community and play a vital role in supporting our athletes, affiliates, and our broader community. These partners are further committing to a shared vision of fitness excellence as they expand their involvement in 2025.
  • Support for the CrossFit Games Season: CrossFit’s partnerships play a crucial role in powering the 2025 competitive season. The new and renewed agreements reflect a shared commitment to celebrating the sport of CrossFit through world-class events, athlete support, and fan engagement. This momentum will build excitement leading into the 2025 CrossFit Games, set to take place in Albany, August 1st through 3rd.

“CrossFit is privileged to work with the leading fitness equipment, technology, and nutrition brands that share our vision to empower people’s health journeys. Together, we are partnering to bring the best brands to our affiliates, athletes, and fans,” shared Greg Schwartz, VP of Global Partnerships, CrossFit. “CrossFit has always been about community and delivering a scalable fitness methodology, and we’re excited to have partners that share our commitment to these values with products and services that empower health.”

The newly secured partnerships and continuing relationships are pivotal in maintaining CrossFit’s leadership position in the fitness space. With the first half of 2025 showing early  signs of partnership success, CrossFit is still the most recognized, resilient, and dynamic brand in the fitness world.

Select Quotes from Our Partners 

Hustle Up

“We’ve been proud to support the CrossFit community through the Hustle Up app for many years,” shared Florian Jullien, CEO of Hustle Up. “It was a natural decision for us to continue our partnership, and we’re honored to deepen our work with new sponsorship opportunities and upcoming CrossFit events. Hustle Up is and has always been here to support the CrossFit community, from athletes to coaches and gym owners, and we’re looking forward to many more years of working together.”

Levels 

“Our partnership reflects a deep alignment in values,” said Josh Clemente, President and Co-founder at Levels, “We’re honored to support the CrossFit mission by providing tools that help individuals personalize and optimize their metabolic health journeys.”

PBfit

“I’m a huge fan of CrossFit and everything it stands for. It promotes not just fitness, but a holistic approach to health—combining nutrition, flexibility, cardiovascular, and strength training. PBfit and CrossFit are a perfect fit, and I’m beyond excited to partner with this incredible community,” added Stephen Richards, CEO & Founder of BetterBody Foods & PBfit.

Saatva 

“Partnering with CrossFit presents a powerful opportunity for Saatva to champion our commitment to restorative sleep and wellness,” said Ron Rudzin, Founder and CEO of Saatva. “CrossFit athletes exemplify peak performance and discipline, and we’re proud to support their recovery with handcrafted products designed to optimize rest.”

STRONG Coffee 

“From our early days as a vendor at the Games to now becoming the Official Coffee of the CrossFit Games, our partnership with CrossFit has been key to our brand’s growth,” said Adam Von Rothfelder, CEO of STRONG Coffee Company. “I am excited for STRONG Coffee and CrossFit to continue to grow together as we strive to reach our shared goals of greatness within our community.” 

Tempo by Home Chef

“Tempo is proud to partner with CrossFit, a brand that shares our vision of making wellness achievable in our everyday routines,” said Allison Schowengerdt, Tempo’s Director of Brand Strategy. “We understand the unique challenges faced by those who prioritize their fitness goals while managing busy schedules. Our meals provide a simple, fast solution to fueling up with protein and nutrients to maximize performance.”

YETI 

“We’re thrilled to continue our support for the CrossFit community,” said Bill Neff, head of marketing for YETI. “For nearly 20 years we’ve built products designed to support some of the toughest people and pursuits in the world, so it’s been exciting to watch the CrossFit community embrace our brand and gear firsthand over the last few years. We look forward to helping these world-class athletes stay hydrated and performing at their best for years to come.” 

Zenni Optical

“We are thrilled to announce this exciting partnership with CrossFit, a brand that shares our passion for pushing boundaries and challenging limits. We believe that performance is about more than just physical strength, it’s about having the clarity to see the potential within ourselves and the world around us,” said Robb Chiarini, Head of Partnerships, Licensing & Events at Zenni Optical. “Together with CrossFit, we’re committed to helping athletes and fans enhance their vision and unlock their full potential, whether in the gym or in life. This collaboration represents a perfect fusion of innovation, health, and empowerment, and we couldn’t be more excited for what’s ahead.”

For more information and partner updates, please visit: https://www.crossfit.com/crossfit-games-partners 

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Five-star commit Felix Ojo’s bold prediction

“I feel like Lubbock and Texas Tech is a special place, special program. What coach McGuire is building is great. In the next 2-3 years we’re gonna be a national championship contender” – 5⭐️ Texas Tech OL commit Felix Ojo (@FelixTheOL) Full interview coming to RRS #GunsUp pic.twitter.com/TOS4utlfxS — RedRaiderSports.com (@RedRaiderSports) August 12, 2025 The […]

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The Texas Tech Red Raiders football program is going to be an interesting case study over the next few seasons. A team that has historically been a middling program and has suddenly seen an influx of talent. That isn’t to say that players like Graham Harrell, Michael Crabtree, and Patrick Mahomes weren’t talented.

Lubbock is starting to see five-star talent look their way. It started with five-star WR Micah Hudson, and now the Red Raiders have seen two more five-star players commit to the program, including Felix Ojo, who everyone thought would go the way of the Longhorns. While head coach Joey McGuire brings a lot of energy, the reason that the Red Raiders are in the thick of the recruiting landscape is NIL.

Welcome to the new college landscape, where Board of Regents chairman Cody Campbell is wheeling and dealing to put a championship-caliber team on the field. It certainly helps that he is a billionaire. He turned the softball team into a contender in one season after bringing the top player in the country, NiJaree Canady, to Lubbock. They were one win away from a title. But can he do that with the football program? Ojo thinks so.

“I feel like Lubbock and Texas Tech is a special place, special program,” Ojo said via Red Raider Sports. “What coach McGuire is building is great. In the next 2-3 years, we’re gonna be a national championship contender.”

One shouldn’t be oblivious to the fact that the only reason Tech can compete on the trails with some of the heavy hitters in college football is NIL. That is just the nature of the beast. While it is nice to see a new face jump into the thick of things on the national recruiting trail, the wins need to come, or this is just all for not.

Keep your eyes on the South Plains of Texas, where the Red Raiders look to create a dust storm of their own at Jones AT&T Stadium.





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High school coach provides early frontrunner for quote of the year with comparison involving NIL and his daughters

Every year there’s a press conference moment, or post game interview where a fired up coach blesses us with a sound byte worthy of quote of the year honors. Typically it happens at the college level, but with high school football seasons kicking off around the country the past few weeks, Capital HS (WV) head […]

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Every year there’s a press conference moment, or post game interview where a fired up coach blesses us with a sound byte worthy of quote of the year honors.

Typically it happens at the college level, but with high school football seasons kicking off around the country the past few weeks, Capital HS (WV) head coach Jon Carpenter had a gem roll off his tongue this week.

On August 11th, West Virginia joined a growing number of states who have announced high school athletes can now get paid for Name, Image and Likeness deals. The Mountaineer state is also allowing middle school athletes the same ability as well.

Asked his thoughts on the topic, with the top 2027 running back in the state in David Robinson practicing for his program in the background, Carpenter shared he really doesn’t “pay attention to all that stuff.”

Carpenter contends that NIL has already been a part of West Virginia high school football for years, just take a look at the schools that get 20 transfers each year. He went on to praise the loyalty that Robinson and his family have showed in making the intentional choice to play for the community they take so much pride in before pausing for a second and adding this zinger.

“I tell [the players], I’ve got daughters. Are you going to let your daughters go out with someone who has been to four or five high schools? And have bailed every time for more money or whatever?”

“Nope. I wouldn’t let those guys show up to see my daughter.”

“I think that’s why I like David Robinson so much. If your goal is to get a scholarship, that’s why David Robinson has got them, because he’s turned down money and all that to give back to his community, and he’s got pride in himself.”

“With someone like that, NIL money can’t buy you pride or your guts, so I’ll roll with people like that.”

Carpenter, who led Capital to the state title in 2014 and brought home state coach of the year honors in 2017, stepped away a few seasons ago after a very public battle with the school board was sparked by what he called inequities between Capital and other Kanawha County football programs. Capital, who shares its field with University of Charleston, had over 50 practices cut short or moved over a three year span, was left out of levy money given to every other county team for a new turf playing surface, further igniting issues between Carpenter and the school.

After leading the program to an impressive 91-35 record in 11 seasons from 2010-2020, Carpenter returned to Capital as head coach after a three year absence in December of 2023.

Hear more of his thoughts on West Virginia NIL in the clip. 





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West Virginia approves middle & high school athletes to make money through NIL

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West Virginia approves middle & high school athletes to make money through NIL


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Faking injuries will be punished

Recently, the rule changes in College Football have come in the form of off-the-field changes whether it’s to NIL, Revenue Sharing, the transfer portal, and more. As the 2025 College Football season approaches, many may not realize that several key changes were made to the rules between the white lines. The NCAA revisited some of […]

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Recently, the rule changes in College Football have come in the form of off-the-field changes whether it’s to NIL, Revenue Sharing, the transfer portal, and more. As the 2025 College Football season approaches, many may not realize that several key changes were made to the rules between the white lines.

The NCAA revisited some of the biggest issues of the 2024-25 College Football season and changed the rules to either add guidelines for the officials or close any potential loopholes that were exposed. Ahead of the season, every fan should learn about the following new rules that will be in effect for 2025.

Faking Injuries:

Last season, one of the biggest stories came when the SEC had to release what was quickly dubbed “The Lane Kiffin rule” as Ole Miss was blatantly faking injuries to get free timeouts. This season, if a player is “injured” after the ball is spotted by the officials, the team will be charged with a timeout and if the team is out of timeouts they will be given a delay of game penalty. Additionally, the player will have to remain out of the game for one snap even if a timeout is charged.

Overtime Timeouts:

When a game reaches overtime, each team will be granted one time out for the first overtime period and the second overtime period. Once the game reaches the point where they go back and forth attempting 2 point conversions, the team will be granted only one timeout until the game ends. TV timeouts can and will take place after the first two overtime periods but, not during the third overtime period.

Instant Replay Verbiage:

In the past, a referee would declare that a call on the field “stands” if there wasn’t conclusive evidence or they would “confirm” the call if they had clear video evidence to back up the call. The officials will now eliminate both words from their vocabulary and use the term “upheld” if the call stands.

T Signal on Kickoffs:

During Bowl Season, South Carolina and Illinois got into a massive disagreement when Bret Bielema felt that the Gamecocks kick returner used the T-Signal than returned the ball which typically indicates touchback. Now after a player uses the “T-Signal” there will be no return.

Pre-snap Movement:

Defensive Linemen are now prohibited from making any quick or “exaggerated” movement that interfere with offensive snap calls.

Disconcerting Signals:

A defensive player cannot use any words or signals that would indicate the play is going to begin in an effort to confuse the offense. The defense is given two designated words, “Stem” and “Move” while defensive players are no longer allowed to clap which is used by the offense.

Substitution Fouls by the Defense:

Last season, Dan Lanning found a loophole in the rule book and decided to play with more than 11 players during the final snap against the Ohio State Buckeyes as it cost the Ducks 5 yards but, allowed the game to end. Now, the officials will give the defense a 5-yard penalty while allowing the offense to decide if they’d like the clock to be reset to where it was when the ball was snapped with the clock starting again on the next snap.

Eye Shields:

While Football players love the look of a tinted visor, any company producing the visors must submit nearly clear visors to the NCAA for approval. Only Oakley and Nike have submitted and have been granted approval for the season.

Defenseless Players:

This season, any player attempting to recover a loose ball or a fumble is considered a defenseless player bringing some order to scrums for the football.

Unsportsmanlike Fouls:

Any player who simulates brandishing a weapon on the field in 2025 will be given an unsportsmanlike conduct penalty.

More College Football News:



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Joel Klatt reveals his College Football Playoff crashers for 2025

Fox Sports’ Joel Klatt revealed his College Football Playoff crashes for the 2025 season and there are four intriguing teams to look at. Based on the list, he took one from each Power Four conference. These aren’t teams that will necessarily make the College Football Playoff of course. Heck, they might not even be dark […]

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Fox Sports’ Joel Klatt revealed his College Football Playoff crashes for the 2025 season and there are four intriguing teams to look at. Based on the list, he took one from each Power Four conference.

These aren’t teams that will necessarily make the College Football Playoff of course. Heck, they might not even be dark horses to some people, but Klatt likes the moxie.

So, without further ado, let’s dive into the CFP party crashers for this season. We’ll start over in the Big Ten.

Jedd Fisch had to start from scratch when he took the Huskies’ job a little later thane expected. Of course, that’s because Kalen DeBoer left for Alabama following a national title run. But Year 2 under Fisch could be very promising.

Klatt: “They might have, and no one talks about them, the best quarterback, running back, wide receiver combo. That trifecta in the Big Ten: Demond Williams was terrific last year (at QB), Jonah Coleman (RB) is an excellent player, and Denzel Boston is an excellent wide receiver on the outside.”

Missouri HC Eli Drinkwitz
Denny Medley | Imagn Images

Eli Drinkwitz led this team to back-to-back 10-win seasons, albeit win No. 10 came in the bowl game last season. But, the Tigers’ defense might be the best it’s ever been under their current coach. It’s just a matter of the offense stepping up in 2025.

Klatt: “Over the last couple of years, they’ve recruited well, Drinkwitz has a culture at Missouri, I’m a fan of Beau Pribula. I know that they haven’t settled on quarterback yet, but I saw him at Penn State last year. Hard for them to keep him off the field … Here’s what I can say in terms of on the field, it’s off the field, it’s off the field. They hit the schedule lottery in the SEC.”

Utah is an intriguing case every year considering they have Kyle Whittingham at the helm. They totally redid this roster, so it’ll be a case of it working extremely well or blowing up in Utah’s faces.

Klatt: “I put them into my top 25 right at the end, at number 25 because of this: when nobody is talking about them, that is when they’re at their most dangerous. Coming off the season, they went 5-7, that was all injury related for Kyle Whittingham, in particular at the quarterback position … and then they upgraded significantly at that position, with the New Mexico transfer Devin Dampier … I think they will be a little bit more of an RPO style team, which will help their offensive line and run game … Defense should be solid.”

georgia tech notre dame brent key
(Photo by Jamie Rhodes-Imagn Images)

Brent Key might have something cooking at Georgia Tech. Haynes King is back at QB and Jamal Haynes is an intriguing running back. The defense also landed key defensive line transfers AJ Hoffler and Matthew Alexander.

Klatt: “I really love Haynes King … It’s not that I didn’t like Georgia Tech Haynes King and Jamal Haynes the running back, that’s a really good combination (despite not putting them in the top 25 right now). I love the fact that they can play with the best teams in the country … They’ve got an opportunity to put themselves on the radar. Why? Well, because they open at Colorado.”



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Kansas receives historic $300 million gift from alumnus David Booth for stadium project, athletic programs

In what is believed to be one of the largest gifts in college athletics history, the University of Kansas announced that alumnus David Booth pledged $300 million to support athletics and campus development. The donation includes $75 million aimed at funding the next phase of the Gateway District and renovations to David Booth Kansas Memorial […]

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In what is believed to be one of the largest gifts in college athletics history, the University of Kansas announced that alumnus David Booth pledged $300 million to support athletics and campus development. The donation includes $75 million aimed at funding the next phase of the Gateway District and renovations to David Booth Kansas Memorial Stadium, while the remainder is expected to provide long-term support for Kansas athletics programs.

Booth, a Lawrence native and founder of Dimensional Fund Advisors, has a long history of giving to Kansas. His previous contributions include a $50 million gift in 2017 that helped launch renovations at the football stadium, which was later named in his honor.

“David’s unprecedented generosity is transformative now and for our future,” Kansas athletics director Travis Goff said in a release. “… We’re profoundly grateful for David’s leadership and extraordinary impact on generations of student-athletes and fans. There is no more generous and impactful Jayhawk, and we are so fortunate to call him a friend and mentor.”

The Gateway District project includes new student housing, a hotel, expanded retail and restaurant space, an outdoor plaza and additional parking. Phase 2 of the project, which aims to finish the south and east sides of the football stadium and develop the surrounding mixed-use district, has an estimated cost of $346 million, according to a Lawrence city commissioner meeting agenda. City officials approved an $86 million tax incentive package to support the project, with a maximum of $94.6 million in public funding available. The total cost of the Gateway Project, including the first phase that renovated much of the stadium and added a conference center, is estimated at $794 million.

University officials said the donation also provides flexibility for athletics programs amid changing NCAA regulations and revenue-sharing structures.

Booth, who earned both undergraduate and master’s degrees from Kansas before completing an MBA at the University of Chicago, said he views the gift as an investment in the university’s future.

“One of life’s greatest privileges is being able to give back to the people and places that gave so much to you,” Booth said in a release. “KU and Lawrence are a big part of my story, and it means a lot to support the community that invested in me. Philanthropy, like investing, pays dividends over time. Each gift compounds, creating opportunities not just for today, but for years to come. This is really about the future we’re building.”

The announcement comes less than two weeks before the Jayhawks’ Aug. 23 season opener against Fresno State.





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