Welcoming Bruce Edwards as CrossFit's New CEO

CrossFit has always been more than a fitness program — it’s a methodology, a community, and for many people, a turning point for their health. Today, we’re thrilled to announce that our new CEO is someone who knows exactly what that means, because he’s lived it from the very beginning. Bruce Edwards will be returning to CrossFit as Chief Executive Officer. His first day will be May 4, 2026. 

Bruce has been a member of the CrossFit community since its earliest days, and over the past three decades has seen it from the perspective of an early adopter and longtime athlete, an affiliate owner, and an executive. 

In the late 1990s, Bruce was among a small group of people testing what would become the CrossFit methodology. From 2013 to 2019, he served as CrossFit’s Chief Operating Officer, helping to scale the methodology globally during a critical period of brand growth. Bruce also co-founded CrossFit Aptos, an affiliate located in Aptos, California, where for more than five years he coached classes, programmed workouts, and learned firsthand what it feels like to run an affiliate. He went on to spend the last decade pursuing additional leadership roles in the broader fitness and wellness space. 

“CrossFit changed my life three decades ago. It helped me get healthier and introduced me to a community that has played an important role in my life,” said Bruce. “I’m returning to CrossFit because I believe in where we can go next. I’ve seen this community from every angle, and that perspective will guide how I lead. Together, we have the opportunity to build something even stronger and bring the benefits of CrossFit to more people around the world.”

With confidence in Bruce’s leadership and conviction in his vision for the brand and community, CrossFit is no longer seeking new ownership. The Board believes Bruce is uniquely suited to steward the continued growth of this ecosystem – investing in CrossFit’s affiliates, its community, and the continued growth of its methodology – and is excited for this new chapter.