Coach Rubio first walked into a CrossFit gym in 2013 just looking for a place to store his equipment to train for Strongman. After meeting numerous members and seeing their life changing results he immediately recognized CrossFit as the most effective way to train for the everyday person and began studying the methodology to understand the secrets to their success. Shortly after he signed up to take the Level 1 and began coaching at his local affiliate that he eventually became the owner of. His knowledge of strength training, combined with the CrossFit methodology, has earned him success as an athlete by becoming a Pro Strongman and receiving widespread recognition for his various Olympic Weightlifting feats. Rochet and Rubio are joining forces to help you teach, see, and correct the Olympic lifts to members of all levels through a mix of instruction, hands-on practice, and role play.

Gagnon is a four-time Masters CrossFit Games athlete and a former D1 gymnast, and co-creator of Performance Plus Programming. As a CF-L2 and longtime lead coach with the CrossFit Gymnastics Course, she brings a wealth of experience to the floor. Gagnon's session focuses on developing confident, capable coaches who can teach, correct, and connect gymnastics to athletes of all levels. Through small group work and hands-on practice, participants will rotate through roles as athlete, coach and observer to refine movement cues, predict challenges, and improve coaching strategies.

Certified CrossFit Level 4 Coach Jocelyn Rylee has a Masters of Science degree in Human Nutrition, and is a member of CrossFit's Level 1 and Level 2 Seminar Staff. Rylee is a long-time affiliate owner, Co-owning CrossFit Brio in Saskatoon, Saskatchewan, with her husband since 2008. Rylee will take you through practical tools to coach the "proper technique" for nutrition, show you how to prioritize the "mechanics and consistency" of nutrition before adding intensity, and talk about leveraging the power of community to build better habits.

Gowers is a CrossFit Seminar Staff Member, Certified CrossFit Level 4 Coach at CrossFit Reston, and contributes to CrossFit Affiliate Programming and Continued Education at CrossFit HQ. In this hands-on session, Gowers will guide you through a group workout and break down each part of a well-run class in real time, including the workout brief, warm-up, workout, and post-workout. Explore how to make the most of transitions, tailor intensity, and create a session that challenges, supports, and motivates your athletes.

Oskar Johed is a multi-affiliate owner in Sweden, a member of Seminar Staff, and serves as the country manager for CrossFit Scandinavia. For over eight years, he has also been a mentor for Two-Brain Business. Johed will share how his business model evolved over the past 10 years, challenges he faced, and how each change affected his revenue and profit.

Jason Fernandez (Fern), is the owner of CrossFit Rife, a Certified CrossFit Level 4 Coach, Flowmaster, and the Co-Founder of Best Hour of Their Day and Affiliate University. Drawing from his experience at the Naval Academy and Harvard Business School, Fern blends elite coaching with real-world strategy to help affiliate owners and coaches win without burning out. In his session, Fern will walk through the three silent risks that kill business value, introduce a self-assessment model, and show affiliate owners how to protect and grow the real value of their business.

Lyons is a CrossFit Seminar Staff Member, Certified CrossFit Level 4 Coach and owns and operates CrossFit King of Prussia in Bridgeport, Pennsylvania. CF-L4 coaches Katie Hayes, Connor McDonald, and Aimee Lyons are teaming up to help you improve at seeing, cueing, and correcting dynamic faults. Their highly interactive session is designed to sharpen your eye and refine your coaching skills.

Dr. Tom McCoy, Board-Certified in both Family Medicine and Obesity Medicine, transitioned from a 15-year career in the ER to focus on Precision Medicine based on lifestyle-concepts approach. He is co-owner of Chagrin Falls CrossFit and Co-Founder of the CrossFit Medical Society, His work continues to reshape healthcare delivery through the integration of preventive care strategies and traditional medical practices. In his session with Jenn Pishko, you will explore recent supporting evidence and learn how to incorporate the science of CrossFit into your affiliate.

Pishko, co-founder of Chagrin Falls CrossFit, combines over 15 years of coaching expertise with a Master's degree in Nutrition Education. As a Co-Founder of McCoy Medical and the CrossFit Medical Society, she works to integrate functional fitness with traditional healthcare practices. Her innovative approach has established CrossFit Affiliates as vital Health Homes in the healthcare landscape. In her session with JDr. Tom McCoy, you will explore recent supporting evidence and learn how to incorporate the science of CrossFit into your affiliate.

McDonald is a CrossFit Seminar Staff Member, Certified Level 4 Coach, and owns and operates Bar 10 CrossFit in Georgetown, Texas. CF-L4 coaches Katie Hayes, Connor McDonald, and Aimee Lyons are teaming up to help you improve at seeing, cueing, and correcting dynamic faults. Their highly interactive session is designed to sharpen your eye and refine your coaching skills.

Hayes is a CrossFit Seminar Staff Member, Certified CrossFit Level 4 Coach, and owns and operates CrossFit Murphy in Murphy, North Carolina, with her husband, Graham. CF-L4 coaches Katie Hayes, Connor McDonald, and Aimee Lyons are teaming up to help you improve at seeing, cueing, and correcting dynamic faults. Their highly interactive session is designed to sharpen your eye and refine your coaching skills.

Williams is a lifelong marketer and storyteller, spending the past two decades leading marketing strategy for globally renowned brands and entrepreneurial start-ups. She is CrossFit's Senior Director of Marketing Strategy and Content and heads CrossFit's Media Team. Williams owns Switchback CrossFit with her husband, where she coaches, trains, and cleans up chalk messes. In her session, she will go through how to effectively market your gym through storytelling, content, and media. Gain the tools to communicate your gym's value and elevate its presence, and leave with a practical content plan to drive your social media presence.

Kevin Ogar is the co-owner of CrossFit WatchTower, a 10-year member of the CrossFit Seminar Staff, and a Certified CrossFit Level 3 trainer. Ogar is also a four-time regional able-bodied athlete, the 2022 CrossFit Games Champion in the seated without hip function division, and has represented Team USA in the Para Powerlifting World Championships. In his session, Ogar will help you learn how to assess and modify workouts for adaptive and injured athletes using inclusive and individualized strategies, apply the CrossFit methodology through creative scaling and movement substitution to ensure safety and progress and understand the psychological considerations when coaching adaptive and injured athletes.

Jenn Green brings over 17 years of experience as an affiliate owner. She is a Certified CrossFit Level 3 Trainer and a passionate advocate for affiliate and coach success. Jenn played a key role in developing and curating CrossFit’s Affiliate Roundtable and Mastermind programs, which are designed to strengthen the affiliate community by fostering meaningful connections, elevating best practices, and creating opportunities for shared growth and leadership.

Guido Trinidad is a 16-year affiliate owner of Peak 360 CrossFit, four-time CrossFit Games competitor, and the founder of Wodapalooza. He’s a mentor to athletes, coaches, and leaders across the fitness industry, known for building high-impact communities rooted in excellence and purpose. A devoted man of faith and father of three, Guido brings a mission-driven approach to leadership, business, and life.

Dan Uyemura is the CEO and co-founder of PushPress, a software platform built with firsthand experience to meet the real-world needs of gym owners. A former CrossFit affiliate owner himself, Dan’s deep understanding of gym operations fuels his mission to help affiliates streamline their systems and grow sustainable businesses. He’s passionate about empowering owners through better tools, community, and a clear path to long-term success.

Shawn Jones is a software engineer at Levels and a CrossFit affiliate owner of three years. He’s passionate about equipping individuals with the tools and insights they need to improve their health. He loves exploring how technology can support better habits, performance, and long-term well-being.

Kyle Young is the Director of Education and Head Coach for Team USA Powerlifting under the USPA. As the founder of Dream Team Performance, Kyle has committed his career to advancing coaching standards and providing top-tier educational resources to coaches and athletes around the world.

Matias Hernandez, a seasoned tech entrepreneur and engineer, is the CEO of Velites Sport, a revolutionary brand in the functional fitness sector. Driven by a vision to innovate stale market offerings, he founded Velites in 2015. Under his leadership, the company has set new industry standards for quality and innovation. In 2016, Matias’ entrepreneurial excellence was recognized with the ASTER Award from ESIC Business and Marketing School. Today, he continues to propel Velites forward, blending technical expertise with a deep passion for fitness, showcasing a commitment to excellence and innovation in every product. His journey reflects a notable transition from an engineering background to a role as a CEO who has made meaningful contributions to the functional fitness industry.

Brendan Rice is the CEO of Wodify, a leading fitness technology platform powering over 5,000 gyms and studios worldwide. Under his leadership, Wodify has pioneered digital performance tracking in functional fitness and is now spearheading the next evolution of technology to drive health and fitness business success.

Mary Theisen-Lappen is a U.S. Olympic weightlifter from Eau Claire, Wisconsin, who began her weightlifting career in her late 20s after a successful collegiate career in track and field. She was an All-American in shot put, discus, and weight throw at Indiana State University, and later worked as a collegiate throws coach at the University of Wisconsin-Oshkosh while earning a master’s degree in Education. Encouraged by a former teammate, she competed in her first weightlifting meet in 2018 and quickly rose through the ranks, thanks to her strong athletic foundation. Mary represented Team USA at the Paris Olympic Games and currently holds the American record in the clean and jerk.

Wes Kitts is a two-time Olympian who competed in Tokyo 2020 and Paris 2024. He is a three-time Pan-American champion, originally from Knoxville, Tennessee. After playing football at Austin Peay State University, he transitioned to weightlifting, initially training at California Strength before returning to Knoxville and opening Be Somebody Performance gym. The gym's name is a tribute to his late father, who inspired him to "Be Somebody." Wes holds a Bachelor of Science in Applied Exercise Science, and was a standout running back in high school and college, setting a career-best of 110 yards on 22 carries against Virginia Tech. He was coached by Dave Spitz.

Dwight Upshaw is a veteran CrossFit coach and affiliate leader with over 15 years of experience. He founded and built the PRVN Affiliate Program from the ground up, leading its development into a global platform that now supports thousands of gym owners. His work has helped strengthen communities, improve lives, and spread the life-changing methodology of CrossFit around the world.

Darren Hunsucker is the head programmer for Mayhem Affiliate, which delivers daily workouts to over 1,700 CrossFit gyms worldwide. Christi Novak supports that mission by working closely with affiliate owners and coaches, offering guidance on both programming and what it takes to run a thriving gym. Together, they’re passionate about helping coaches lead effective, high-energy classes that serve both competitive athletes and everyday members.

Darren Hunsucker is the head programmer for Mayhem Affiliate, which delivers daily workouts to over 1,700 CrossFit gyms worldwide. Christi Novak supports that mission by working closely with affiliate owners and coaches, offering guidance on both programming and what it takes to run a thriving gym. Together, they’re passionate about helping coaches lead effective, high-energy classes that serve both competitive athletes and everyday members.

Mike Deboever is a CrossFit trainer and kinesiologist with over 15 years of experience helping affiliates grow through better systems, stronger coaching, and smarter business strategies. He currently supports gym owners and coaches across Europe and North America with HustleUp.

Mike Wuest is Head of Marketing for Zen Planner and SugarWOD at Daxko, helping fitness businesses worldwide leverage AI and automation to drive growth and community engagement. With over 15 years in marketing and customer experience—and as the founder of CrossFit COMO and co-founder of UpLaunch—Mike blends deep industry knowledge with a passion for empowering gym owners to succeed.

Conference Sessions from 9 a.m. - 6 p.m followed by an Affiliate Social in the Albany Warehouse District across six of the most popular restaurants and bars. Transportation will be provided by CrossFit.

A morning workout coached by CrossFit Seminar Staff at an off-site outdoor location with transportation provided by CrossFit. Followed by Conference Sessions from 9 a.m. - 6 p.m., where you'll enjoy your curated schedule of actionable business presentations, practical coaching sessions, product workshops, meaningful roundtable discussions and panels by industry leaders.

Find us at the Affiliate Lounge at MVP arena and then at the Affiliate Appreciation Party on Friday night.