A new CEO has been named - Thursday, April 30th, 2026

A new CEO has been named

It was announced this week that CrossFit has named a new CEO. If we’re being honest, for a lot of you reading this, that doesn’t really move the needle. Most of you don’t spend time thinking about what’s happening at HQ. You come in, you train, you trust the coaching, you leave better than when you walked in. That’s what matters.

But some of you do follow it. And over the past couple of days, a number of you have asked us the same question: “What do you think about it?”

So here’s our take.

Bruce Edwards has been named the new CEO of CrossFit, with his first day set for May 4, 2026. What stands out right away is that this isn’t someone new to CrossFit.

Bruce has been around since the very beginning. In the late 90s, he was part of the early group testing what would eventually become the CrossFit methodology. Not learning it after the fact, not stepping into it once it was established. He was there while it was being built.

He went on to affiliate ownership, CrossFit Aptos, where he coached classes, programmed workouts, and did the day to day work that every affiliate owner understands. Coaching, cleaning, showing up, doing what needed to be done.

From 2013 to 2019, he served as CrossFit’s COO, during a period when CrossFit saw some of its biggest global growth. He understands the business side of this, and what it takes to scale without losing what makes it work.

He also worked closely under Greg, and from everything we understand, has a strong relationship there. That matters. Because at its core, CrossFit isn’t about being flashy. It’s not about the Games, and it’s not about trends.

It’s about the methodology.

It’s about doing the simple things, exceptionally well.
It’s about coaching.
It’s about standards.
It’s about changing lives through hard work and accountability.
And that’s where this feels encouraging.

Bruce has seen CrossFit from every angle. As a fellow CrossFitter, an Affiliate owner, an Executive. He’s lived it, not just managed it, and that perspective carries weight.

Over the past decade, he’s also stepped outside of CrossFit into broader leadership roles in the fitness and wellness space. So he’s not coming back unchanged. He’s bringing experience from outside, while still understanding what makes CrossFit what it is.

In his own words, CrossFit changed his life. And that’s not a line, that’s something most of you can relate to in your own way.

There’s also a bigger piece to this announcement.

With Bruce stepping in, CrossFit is no longer seeking new ownership. The Board has made it clear they believe he’s the right person to lead the next chapter. That signals stability, and for affiliates, that really matters. Because for the past number of years, there’s been a lot of noise. There’s been uncertainty, and questions about direction, but through all of that, our stance has never changed.

We believe in what we do.
We believe in CrossFit.

Not because of what’s happening at HQ, but because of what happens on the floor every day inside of CrossFit Indestri.

CrossFit works.

It makes people stronger, fitter, more capable. But more than that, it makes people better. It challenges you, puts you in uncomfortable places, and it shows you that you can do things you didn’t think you could do. It holds you accountable, not just in the gym, but outside of it. That’s the part that matters.

So while a CEO announcement might not impact your classes at CrossFit Indestri tomorrow, it does matter in a bigger sense. Because the role of leadership at that level is to protect and support what’s already happening inside affiliates. And from where we sit, this feels like a big step in the right direction.

Not because we’re expecting something completely new.
But because we’re hopeful for a return to what has always made CrossFit what it is.

Thursday, April 30th, 2026

Focus:

Movement Prep

WOD:

10 min EMOM
Min 1 - 45 Seconds Ski
Min 2 - 1 length Handstand Walk

2 min Rest

10 min EMOM
Min 1 - 45 Seconds Echo/Assault Bike
Min 2 - Burpee over Bench

2 min Rest

10 min EMOM
Min 1 - 45 Seconds C2 Bike
Min 2 - Rig/Back Odd Object Carry

Score - effort on machines + total number of burpee over bench

Check back each night at 8pm for the next days WOD .
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