CrossFit Relaunches Online Store, Eyeing ‘Modernized Ecommerce’ Under New CMO

The popular fitness brand is bringing back its online store featuring branded gear ahead of this summer’s CrossFit Games

CrossFit has relaunched its online store featuring retail items such as branded t-shirts, sweatshirts, tank tops and headwear, an initiative designed to build community and modernize the brand’s ecommerce approach under new leadership.

The fitness brand’s most recent online retail launch was in 2023, with the “The Official CrossFit Store” right before the 2023 CrossFit Games.

Jenna Hauca, the new chief marketing officer of CrossFit , says the relaunch is exactly what the brand needs to expand its reach and better connect with its members.

“By making it easier for our community to showcase their passion for the brand and the sport, we’ll be able to forge deeper connections with loyal members while increasing exposure among people who might be unfamiliar with CrossFit and happen to see our logo on a friend’s shirt,” Hauca told Athletech News. “Naturally, we want to grow our audience, but we’re also focused on continuing to support our existing community by enriching their engagement with us. It’s a marriage of the two—a balance of history and future—that we’re working towards.”

CrossFit, founded in 2000 by Greg Glassman and Lauren Jenai, has become both a fitness regimen and communal space for its members, with over 13,000 affiliate gyms worldwide .

Known for its community-driven culture and results-based approach, CrossFit focuses on high-intensity, varied functional training movements such as calisthenics, Olympic weightlifting, aerobic exercise and pylometrics.

Hauca says the online store’s relaunch continues the brand’s support and commitment to its over five million members.

“One thing about the CrossFit community that sets it apart from any other I’ve experienced is its deep connection to our mission and the impact our methodology has on millions of lives globally,” she said. “With this passion comes a strong desire to represent the brand. I recognized both a void and an opportunity here to provide our community with a modernized ecommerce offering, allowing them to access premium CrossFit-branded gear.”

The fitness brand has also hosted the annual CrossFit Games since 2007, which this year will begin taking place in Fort Worth, Texas, in August. The new online store will be launching limited-edition products to coincide with the Games.

“Next week we’ll be dropping a limited edition collection to commemorate the 2024 CrossFit Games kicking off on August 8th in Fort Worth, Texas,” Hauca told ATN. “This collection will be available both online and on-site at the Games. We’ll continue to expand our offering, and have near-term plans to incorporate performance wear and workout gear.”

The CrossFit online store currently offers women’s and men’s wear as well as accessories like baseball caps and headbands. Hauca says the brand looks forward to featuring products from CrossFit partners, like newly named official apparel and footwear partner Goruck, in the near future.

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