CM – CrossFit appoints a former Nike executive as president


The company announced today that Jason Dunlop, a former Nike executive, will take over the role of President.

In that role, CrossFit said Dunlop’s role will be to accelerate its global growth. More specifically, he will be working with CrossFit CEO Eric Roza to capitalize on his global opportunities, including the growth of the CrossFit gym network outside of the US. To date, the company has stated that nearly half of its 12,000 subsidiaries are based outside of the country.

In addition, Dunlop will work to expand CrossFit’s education and training programs and support new product launches, including CrossFit Affiliate Programming and OnRamp.


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« CrossFit has come a long way from its humble roots through its passionate community and proven ability to change lives, but it has only just begun to realize its unlimited global potential, » Dunlop said in a statement. “I’m confident we can build CrossFit into an iconic global brand on par with Nike and Starbucks, and I’m just as excited to join the CrossFit community today as I was when I first got into a CrossFit box five years ago came and felt that feeling of community, inclusiveness and mission. ”

Dunlop spent five years at Nike from 2011 to 2016 and ended his role as VP and GM for direct customers in Europe, the Middle East and Africa. Most recently he worked for Canada Goose for two years and prior to that for three years as Chief Operations Officer of Starbucks for the EMEA region. Dunlop has also worked at The Gap, The Body Shop, Waterstones and Marks & Spencer.

« Jason’s expertise leading the hypergrowth of some of the world’s leading brands in Europe, the Middle East and Africa will be a powerful driver for that Achieving the CrossFit mission, « Roza said in a statement.

CrossFit has undergone several leadership and partnership changes in the past year since Reebok announced in June 2020 that it was ending its partnership after then-CrossFit CEO Greg Glassman made an insensitive remark about George Floyd on Twitter. Most notably, this month CrossFit announced that Roza would become the new owner and CEO. And in March 2021, the organization unveiled Nobull as the new title sponsor for the CrossFit Games.

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