LEAVING THE BRAND
Houston CrossFit gyms head down a more inclusive, diverse path
Sara Khalifa was introduced to CrossFit eight years ago by her white friends.
Khalifa said most CrossFit affiliates where she has worked out have been predominately white. More people of color have joined since she started, but there is still a major lack of diversity in the CrossFit world.
“It’s been an issue with CrossFit not really recognizing that a lot of disenfranchised communities can’t easily access CrossFit,” said Khalifa, whose parents immigrated to the U.S. from Egypt before she was born. “It’s been a topic within people of color in the CrossFit community for a long time, so the fact that things have come to light in another way is unfortunate.”
CrossFit affiliates across the country have separated from the recognizable brand after now-former CEO Greg Glassman’s insensitive comments concerning the Black Lives Matter movement and the death of George Floyd. Now, local owners are looking to carve out the moreinclusive futures of their gyms — away
from the CrossFit brand.
“Our gym proudly supports everyone in the community, and we want it to be well known that if you have no background in fitness or a high level, you are welcome here,” said Frank Nguyen, owner of Derive Athletics in Midtown, where Khalifa is a member.
In the days after Floyd’s death and widespread Black Lives Matter marches and protests that followed, a number of corporate brands came out in support of the social justice movement.
At first, that list of brands did not include CrossFit.
When an affiliate gym owner asked Glassman why, during a company meeting June 6, Glassman responded, “We’re not mourning for George Floyd — I don’t think me or any of my staff are.”
Leaked audio from the private meeting shows that Glassman continued by asking why he should mourn Floyd — “other than it’s the white thing to do.” Later that day, Glassman responded to a Twitter post that called racism a public health issue with the tweet, “It’s FLOYD-19.”
Days later, on June 9, CrossFit headquarters acknowledged that Glassman’s statements were “incredibly insensitive and hurtful” and apologized for “contributing to the pain and confusion permeating our community.” It was also announced that Glassman was stepping down as CEO.
Enough is enough
Still, the damage had been done.
Nguyen said CrossFit is a beautiful community, but Glassman’s recent comments were the “thing that broke the camel’s back.” The gym will let its CrossFit affiliation expire this year and has already rebranded.
He did not want to be associated with a company where the CEO acted in a brash and intolerant manner.
Though he does not typically let his personal feelings influence his 5-year-old business, he said there are fundamental standards at Derive that no longer fit the CrossFit brand.
“(Glassman) crossed a very clear line, in the terms of values, diversity and equality, that we hold at our facility,” Nguyen said. “There’s no way we could stand by that statement.”
On June 7, Nguyen posted a disaffiliation statement on the gym’s Facebook page.
“Do what is right, not what is easy,” he wrote, along with detailed plans to donate the $3,300 annual affiliation fee to “foundations and charities that promote equality, health, and the enrichment of black lives.”
“When you step into Derive, we want every person to feel included and accepted, as we are a safe space of growth, health and wellness,” the post reads. “We pride ourselves in our diversity — every person, no matter the color of their skin, sexual orientation, or fitness level, is welcome in our community.”
There has been no backlash from his member base, Nguyen said, and the decision will not change the gym’s programming, since that is created in-house by Derive coaches.
For Khalifa, the decision reaffirmed that the gym’s values align with hers.
“What’s really important about our gym is it’s a lot of young people and young professionals,” Khalifa said. “It’s still predominately white, but this is the first gym that features people of color in a different way. We can talk about what it means to have a privilege to use a gym like this, and what it means to identify other privileges. We’re learning how to have these conversations.”
The high cost
Nguyen acknowledged that Derive’s member base is 60 percent white. He said the lack of diversity within the CrossFit brand can be broken down to two issues: gyms marketing to certain communities and cost.
“When I first opened Derive, I worked to make it as inclusive as possible but also tried to make it a viable option as a business owner to make a living,” Nguyen said. “The bigger issue is the socioeconomic battle of being priced out. CrossFit has a stereotype of being expensive compared to (other gyms).”
The average price of a Crossfit membership in the U.S. is $155 a month, according to Rounds For Time, a website that tracks CrossFit price data from around the world.
“The most important thing in society is to recognize that black people are oppressed,” he said, noting that the systemic oppression includes a racial wage gap. “There are scholarships we could have for people of lower socioeconomic status who couldn’t normally afford it. I’m trying to find the best way to execute it from a social and economic standpoint.”
“When you step into Derive, we want every person to feel included and accepted, as we are a safe space of growth, health and wellness.” Frank Nguyen, owner of Derive Athletics