Modern Wisdom Podcast Episode #943: Will Ahmed - The Downfall Of CrossFit & The Future Of Fitness

Release Date: May 19, 2025

In this insightful episode of Modern Wisdom, host Chris Williamson engages in a deep conversation with Will Ahmed, the CEO of Whoop, a leading wearable fitness technology company. The discussion navigates through the decline of CrossFit, emerging fitness trends, the critical role of sleep in health, personal reflections on entrepreneurship, and the balance between success and failure. Below is a comprehensive summary capturing the essence of their dialogue.

1. The Downfall of CrossFit

Chris and Will commence their conversation by examining the decline of CrossFit, once a dominant force in the fitness industry. They attribute this downturn to internal dysfunctions, leadership controversies, and missed opportunities that eroded its foundational community.

Will Ahmed [00:06]: "CrossFit is first of all a great grassroots movement in the sense that it literally began as an email list and it's amazing to think how far they were able to go with that... the most dysfunctional partner we've ever worked with."

The discussion highlights how CrossFit's strong community and brand were unable to withstand the internal chaos, leading to its decline and paving the way for new fitness trends to emerge.

2. Evolution of Fitness Trends

The conversation transitions to the rise of alternative fitness movements like Hyrox and the proliferation of boutique fitness communities. Will emphasizes that while CrossFit's decline created a vacuum, the success of these new trends is also due to their lower impact and greater accessibility.

Will Ahmed [02:01]: "They also had like a great community and a great brand, which are two things that are pretty resilient... but now it's such a sad place."

Chris concurs, noting that the advent of new fitness communities fills the gaps left by CrossFit, offering varied and more approachable fitness experiences.

3. The Critical Role of Sleep in Health

A significant portion of the discussion delves into the importance of sleep, backed by data from Whoop. Will reveals startling statistics about sleep patterns, emphasizing that roughly 80% of people get less than seven hours of sleep regularly.

Will Ahmed [05:53]: "One of the biggest things that shows up in the research is the importance of consistency, which is going to bed and waking up at the same time."

They explore how sleep consistency and quality are paramount for overall health, performance, and longevity, advocating for mindful sleep practices over mere duration.

4. Personal Reflections on Entrepreneurship

Will shares his journey as an only child and how it shaped his entrepreneurial spirit. He discusses the balance between introspection and external action, highlighting the challenges of building a company while managing personal growth and self-doubt.

Will Ahmed [13:36]: "I do think that it's an inwards examination. You have to ask yourself what you want."

This introspective segment offers listeners a glimpse into the psychological aspects of leadership and the importance of self-awareness in entrepreneurship.

5. Overcoming Self-Doubt in Leadership

The duo discusses the struggles of self-doubt that often accompany leadership roles. Will elaborates on how separating personal well-being from business success is crucial for sustainable growth.

Will Ahmed [17:40]: "I don't have a lot of self doubt now... confidence and self-belief is sort of a prerequisite for doing anything really hard."

Chris reflects on his own experiences, underscoring the universal challenge of maintaining confidence amidst professional pressures.

6. Perspectives on Success and Failure

A candid dialogue ensues about the romanticization of failure in modern culture. Chris openly expresses his disdain for failing, suggesting that a lack of failures might indicate playing it too safe.

Chris Williamson [56:32]: "I fucking hate failing so much... That's just an indication that you're playing within the bounds of your safety, tolerance, comfort."

Will counters by advocating for a balanced view, where failure serves as a catalyst for growth rather than an end-point, emphasizing learning from both successes and setbacks.

7. Morning Routines and Pre-Event Rituals

The conversation shifts to the significance of morning routines and pre-event rituals in enhancing performance and managing stress. Both Chris and Will share their personal practices, highlighting the role of consistency and mindfulness.

Will Ahmed [98:59]: "My morning routine, wake up, shower, work out with a trainer, sauna, cold plunge, meditate, breakfast, off to work."

These routines are portrayed as foundational to maintaining focus and resilience in demanding professional and personal lives.

8. Technological Innovations with Whoop

Will introduces the latest advancements from Whoop, including the Whoop 5.0 and MG models. These new devices boast extended battery life, enhanced health metrics, and innovative features like heart screening and blood pressure monitoring.

Will Ahmed [110:04]: "We've launched the Whoop 5.0 and the MG... it's pretty badass."

Chris celebrates these innovations, acknowledging the impact of Whoop in providing actionable health insights and supporting athletes in optimizing their performance.

Key Takeaways

• Community and Leadership Matter: The downfall of CrossFit underscores the importance of resilient leadership and cohesive communities in sustaining fitness movements.

• Sleep is Paramount: Quality and consistency of sleep are critical for health and performance, often more so than the sheer number of hours slept.

• Self-Awareness in Entrepreneurship: Building a successful company requires deep introspection, confidence, and the ability to separate personal well-being from business outcomes.

• Balanced View of Failure: While overcoming fear of failure is essential, learning from unique successes can provide more profound insights for growth.

• Importance of Routines: Structured morning routines and pre-event rituals play a significant role in enhancing productivity and managing daily stresses.

• Innovations in Wearable Technology: Advancements in fitness wearables like Whoop are revolutionizing how individuals monitor and optimize their health and performance.

This episode offers a rich blend of industry insights, personal anecdotes, and practical advice, making it a valuable resource for anyone interested in the evolving landscape of fitness, health technology, and personal development.