The CrossFit Affiliate Business Model: The Risks of the “Unknown and Unknowable”

In the wake of the tragic death of six-time Elite athlete Lazar Ðukič at the 2024 CrossFit Games, this study explores how CrossFit, LLC can enhance its public image and cultivate more substantial relationships with its affiliates and customer network. This purposeful case study examines the events surrounding Ðukič's death in conjunction with founder Greg Glassman's "Floyd-19" controversy, to posit that authenticity, transparency, and trust are three missing factors in the business model. With intentional and explicit collaboration with the Professional Fitness Athletes' Association, this study argues that the organization's Affiliate Business Model can be enhanced and affiliate and customer relationship management can be rectified, so long as authenticity, transparency, and trust are prioritized in the brand's vision and value statement.