Our Vision and Values

We want to work with others who share our purpose: Fitness for everyone, for life. Powered by coaches skilled at communication, emotional intelligence, and village-building. Rooted in a culture of generosity, resiliency, and a “leave your ego at the door” humility.⁠
We Believe CrossFit Can Change the World

The world we’ve inherited does not train us to know who we are, what we want, or what matters to us. Instead of looking inward, we’re taught to look outward for approval and answers. We’d like to change that. Through movement, through the body, through CrossFit.

We believe every affiliate worldwide is a potential beacon of light in a sea of misinformation on health and fitness.

Not only do affiliates offer some of the best information available, but they do so in a setting that is truly unique, with a delivery mechanism that is so simple it’s brilliant — genuine human interaction. This interaction allows people who have never thought they wanted to be fit or could be fit, realize what their body is actually capable of doing. What they are capable of doing.

We’re talking about rewriting stories, shifting beliefs, and changing lives. And it starts with the individual. When we create a new reality for one person, we can change the whole thing. Because we’re all connected in a weird, whacky web that is far too complex for our little brains to riddle out.

This is our mission: We want to create a world filled with powerful, resilient humans who feel good, have strong relationships, and love life.

We Believe in the Power of Connection

Belonging, community, respect — these are things we need as social beings. As gyms, we have the opportunity to build community hubs, providing locals with spaces where people can unlearn and learn together. By skilling-up in conflict resolution, communication, and emotional intelligence, the culture we’re creating every day is rooted in village-mindedness.

We Believe in Bone-Deep Goals

We want to live in a world where people set goals based on how they want to feel and what they want to do with their bodies, not how they want to look. So much of fitness is a sales pitch of beauty and sexiness, with the sole strategy of making people feel “not enough” so they’ll be triggered to get to the gym and fix themselves.

We’ve forgotten there’s a difference in striving for excellence and hustling for worthiness.

Imagine a world filled with healthy people who feel powerful in their bodies. Together, we can help people see beyond the goals they think they want — the ones rooted in shame and people-pleasing — and help them get clear on what it is they truly want from fitness and life. In other words, let’s drop external validation at the door, and go inwards, to our bones, to our very foundations, and dream up more nourishing stories about what’s possible for us and what’s meaningful to us.

We Want to Cartwheel Into Our 70s

We believe CrossFit works.

The CrossFit where you can’t run or hide from your weaknesses because…variance. Where you don’t get to touch the barbell every day, sometimes you run a 5k. The CrossFit that says “Leave Your Ego At the Door.” Remember those banners? Remember the grit and the grunge, the realness of it?

CrossFit says to: Practice and train major lifts — deadlift, clean, squat, presses, C&J, and snatch. Master the basics of gymnastics — pull-ups, dips, rope climb, push-ups, sit-ups, presses to handstand, pirouettes, flips, splits, and holds. And then, bike, run, swim, row, etc., hard and fast. Mix these elements in as many combinations and patterns as creativity will allow. Routine is the enemy.

We are a fitness-biased, GPP, gen-you-whine CrossFit program.

Which is about health. Better sleep. Getting off some of the meds. Feeling better and more powerful in your body. Pushing up against those physical and psychological barriers. Connecting with other people. Maybe living longer. And certainly, loving yourself and living your best life.

We want to PR our box jump in our 50s, run around with our grandkids in our 60s, and cartwheel into our 70s. Doing our thing right up until the very end.

That’s what fitness should give you: The confidence and capacity to live a full life.

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CrossFit Works

We believe a true CrossFit (aka fitness-biased) program is the best way to improve your ability across all areas of fitness — speed, strength, endurance, flexibility, power, coordination, and so on. Would you like to know why we don’t follow the strength + metcon model or use biased programming? Read more…

Coaches Make Or Break It

Excellent coaching is your secret sauce. Which is why we use session plans to level up coaches around the world — it’s way more than just programming. Each plan includes coaching tips and strategies, the “why” behind the workout, scales and so on. These plans are meant to be used as a coaching development tool. Read more…