In early June 2020, as much of the corporate world demonstrated support for the Black Lives Matter movement, CrossFit founder and CEO Greg Glassman took to Twitter and internal communications channels to share troubling and deeply insensitive personal views of the moment. The company was quickly plunged into crisis, and its sloppy response did little to appease corporate partners and thousands of gyms that cut ties with the brand.
Group Gordon Chief Strategy Officer Andrew Jarrell weighs in on CrossFit’s response and why it was insufficient for PRovoke’s 2020 Crisis Review series:
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