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We react to CrossFit naming Bruce Edwards as CEO and ask why the job keeps changing hands so fast. We weigh OG credibility against the hard reality of private equity goals, shrinking affiliate counts, and what HQ support would actually move the needle for gym owners.

• quick history of CrossFit CEO turnover and what it signals
• how Berkshire Partners’ ROI timeline shapes leadership choices
• why “CrossFit is huge” can still mean “small business”
• Bruce Edwards’ background as COO and affiliate operator
• the nostalgia trap and why old wins do not repeat
• current state of affiliates, pricing pressure, and Open participation trends
• where recent leadership falls short on digital strategy and education updates
• why strong coaching alone does not guarantee a strong gym business
• practical support ideas like metrics tools and quarterly reporting
• expanding the CrossFit umbrella through programming tracks and modalities
• tension between growth investments and raising affiliate fees
• predictions on a longevity and medical direction for CrossFit