Reebok CrossFit Boxes Explained: Ownership, Affiliates & Partnerships

In recent months, there has been confusion in the CrossFit community over the rise of Reebok-branded CrossFit boxes. Many athletes, coaches, and affiliate owners questioned whether these new gyms were owned by Reebok or if they were independent CrossFit affiliates partnered with the brand.

Some speculated that Reebok and CrossFit HQ were teaming up to build a global “globo gym” network, potentially threatening the independence of local affiliates. The lack of clear information led to uncertainty and debate across the community.

Fortunately, Reebok has now released an official statement clarifying its position, ownership structure, and partnership strategy.

Reebok Clarifies Its Role in CrossFit

Reebok addressed the rumors head-on: Reebok is not in the gym ownership business. Instead, the company’s goal is to support CrossFit affiliates, promote the CrossFit brand globally, and provide athletes with top-tier gear.

“Our ultimate goal is to see CrossFit affiliates thrive. If anything we’re doing isn’t contributing to their success, we’ll re-evaluate our initiatives.” — Reebok Team

Partnership Programs for CrossFit Affiliates

Reebok offers several collaboration opportunities for affiliates who want to partner with the brand:

• Custom Affiliate Gear Program – Branded apparel for gyms and members

• Revenue Share Program – Profit-sharing initiatives for participating affiliates

• Event Sponsorships – Support for local competitions and community events

• Product Testing Programs – Early access to new Reebok CrossFit gear

Affiliates interested in these opportunities can reach out directly at reebokcrossfit@reebok.com.

Reebok’s Commitment to Affiliate Success

Reebok has made its mission clear: CrossFit affiliates are at the heart of the brand’s strategy. The partnership with CrossFit HQ is built on:

• Growing the CrossFit community worldwide

• Investing in marketing to drive new members into local boxes

• Empowering affiliate owners instead of competing against them

The popular Reebok CrossFit commercials are designed to raise awareness and send more people to affiliate doors, not to promote Reebok-owned gyms.

Who Owns Reebok CrossFit Boxes?

One of the biggest sources of confusion was gym ownership. Reebok clarified:

• Reebok CrossFit boxes are affiliate-owned — not owned or operated by Reebok

• All branded boxes must meet the same affiliation requirements as any other CrossFit box

• Reebok is not building its own chain of gyms

This reassurance helps preserve the independent affiliate model that makes CrossFit unique.

Reebok’s Focus on International Growth

Reebok’s branded CrossFit boxes are part of a strategy to expand CrossFit’s reach globally. Specifically, they are:

• Teaming up with new affiliates in international markets

• Focusing on countries where Reebok has strong brand recognition but CrossFit is still emerging

• Helping affiliates establish a foothold by offering marketing support and exposure

This global strategy allows Reebok to grow CrossFit’s influence without disrupting existing affiliates in the U.S.

Selective Partnerships in the United States

Although most new partnerships are international, Reebok has formed relationships with a handful of U.S.-based affiliates in strategic locations, including:

• Miami → Collaborating with professional athletes

• Los Angeles → Partnering with actors and entertainment professionals

• New York City → Engaging with the music industry

• Boston → Supporting a downtown affiliate serving corporate communities

Additionally, Reebok CrossFit ONE — located at Reebok’s global headquarters — operates exclusively for Reebok employees. It’s also used as a showcase gym for professional athletes and apparel partners.

Reebok’s Drop Box Events

Another highly visible initiative is Reebok’s Drop Box campaign, featured in commercials worldwide. These portable boxes travel to key cities, showcasing CrossFit to new audiences.

During these events, Reebok partners with local affiliates to:

• Host workouts

• Coach new participants

• Promote nearby gyms to potential members

This creates additional exposure for local affiliates while expanding CrossFit’s global presence.

Affiliate Relationship Managers (ARMs)

To strengthen its support network, Reebok is developing a team of Affiliate Relationship Managers (ARMs). These dedicated representatives work directly with affiliates to:

• Provide resources and business support

• Help affiliates maximize Reebok partnership opportunities

• Strengthen communication between the brand and gym owners

Reebok expects to have a full ARM team in place nationwide, ensuring affiliates receive hands-on guidance and tailored assistance.

What This Means for CrossFit Affiliates and Members

For affiliates, athletes, and members, Reebok’s statement provides much-needed clarity:

• Reebok does not own CrossFit gyms

• Affiliates maintain their independence

• Reebok’s marketing efforts drive traffic to local boxes

• There are optional partnership opportunities available

• International expansion focuses on growing CrossFit’s global reach

Final Thoughts: Reebok Supports Affiliates, Not Competes With Them

The launch of Reebok-branded CrossFit boxes sparked plenty of speculation and concern within the community. However, Reebok’s statement confirms that:

• Affiliates remain independent business owners

• Reebok’s role is to support affiliates with products, marketing, and resources

• Their long-term goal is to grow CrossFit globally, not control it

For affiliates, this means more exposure, more opportunities, and more tools to succeed — without sacrificing autonomy.