CrossFit reopens online store (again)

Today, CrossFit officially reopened its online store, store.crossfit.com. The online portal offers men’s and women’s T-shirts with the word “CrossFit” on the front and various other CrossFit-branded designs.

The relaunch comes almost exactly a year after the “Official CrossFit Store” was brought back just before the 2023 CrossFit Games. However, at some point after last year’s Games, CrossFit quietly removed the online store.

For years, CrossFit has tried to establish an online retail presence. CrossFit’s first step was a partnership with Reebok, the first title sponsor of the CrossFit Games. Later, CrossFit added another online store called “The CrossFit Stuff Store.”

But in June 2019, CrossFit partnered with WIT Fitness to revamp its online store. As part of the deal, WIT Fitness would take over two site operations and create an all-in-one store for CrossFit merchandise. The partnership with WIT was also intended to expand distribution to Europe.

However, due to COVID and management changes at CrossFit and WIT Fitness, the online store has struggled to reach its full potential. In 2021, CrossFit and WIT Fitness resumed their e-commerce partnership, but it was once again closed due to financial difficulties at WIT Fitness.

Now, a few years later, CrossFit is rebuilding its e-commerce store. To support this initiative, CrossFit is hiring a Director of Retail and E-Commerce.

So if you need CrossFit branded apparel, head over to store.crossfit.com. Tell them The Barbell Spin sent you…