CrossFit Taps a Former Nike Exec as Its President

CrossFit has tapped a footwear and fashion industry veteran as its next president.

The company announced today that Jason Dunlop, a former Nike executive, will assume the role of president.

In the role, CrossFit stated Dunlop will be tasked with accelerating its global growth. More specifically, he will partner with CrossFit CEO Eric Roza to capitalize on its worldwide opportunities, including the growth of the CrossFit gym network outside of the United States. To date, the company stated nearly half of its 12,000 affiliates are outside of the country. 

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

“Through its passionate community and proven ability to transform lives, CrossFit has come a long way from its humble roots, but it has barely begun to tap its unlimited global potential,” Dunlop said in a statement. “I am confident that we can build CrossFit into an iconic worldwide brand on par with Nike and Starbucks, and I am as excited today to join the CrossFit community as I was five years ago when I first walked into a CrossFit box and felt that sense of community, inclusivity, and mission.”

Dunlop spent five years at Nike, from 2011 to 2016, ending his tenure with the company as its VP and GM of direct to consumer across Europe, the Middle East and Africa. Most recently, he worked for Canada Goose for two years, and prior to that served as the chief operations officer of Starbucks for the EMEA region for three years. Dunlop has also had stints at The Gap, The Body Shop, Waterstones and Marks & Spencer.

“Jason’s expertise leading the hypergrowth of some of the world’s leading brands across Europe, the Middle East and Africa will be a powerful driver for achieving CrossFit’s 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, CrossFit announced that month that Roza would become the new owner and CEO. And in March 2021, the organization revealed Nobull as the new title sponsor for the CrossFit Games.

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