CrossFit CEO Greg Glassman is attempting to walk back controversial comments that took aim at both coronavirus precautions and anti-racism protests sweeping the nation after partners, including Reebok, yanked their business.
Over the weekend, Glassman stirred controversy after responding to a tweet from coronavirus-monitoring Institute of Health Metrics and Evaluation that called racism a public-health threat.
"It's FLOYD-19," Glassman tweeted Saturday, referring to the protests following the death of George Floyd in Minneapolis and subsequent arrest of Officer Derek Chauvin, who kneeled on Floyd's neck for almost nine minutes.
"Your failed model quarantined us and now you're going to model a solution to racism? George Floyd's brutal murder sparked riots nationally. Quarantine alone is 'accompanied in every age and under all political regimes by an undercurrent of suspicion, distrust, and riots.' Thanks!"
Backlash was swift and dozens of gyms cut ties with the fitness group, including the Seattle-based Rocket CrossFit, which posted an email from Glassman in which he accused the owners of "doing your best to brand us as racist."
"You've let your politics warp you into something that strikes me as wrong to the point of being evil," Glassman wrote.
CrossFit Games champion Tia-Clair Toomey said she was "incredibly saddened, disappointed and frustrated" by Glassman and CrossFit.
"I'm deeply apologetic from the bottom of my heart to all the people who have had to witness this ignorance and the pain it causes. A lack of acknowledgement and empathy for those who are fighting for basic human rights and equality is simply inexcusable and it's behavior that we cannot stand for," she wrote on Instagram.
"For those who continue to be dismissive of inequality, you must understand that this is a truly GLOBAL issue and we NO longer can sit idle and do or say nothing. It's on ALL of us to keep fighting the cause globally until systemic racism and the inhumane treatment of black communities around the globe no longer exists."
Four-time winner Rich Froning said on Instagram that Glassman's comments have made it "impossible to stay loyal to leadership who make callous statements that alienate and divide in a time when unity is needed."
Reebok also announced that it would be ending its contract with CrossFit when it expires later this year.
""What doesn't change is our commitment and dedication to CrossFitters and the passionate CrossFit community," the company said in a statement. "We're so thankful for the strong bonds we've created with coaches, box owners and athletes around the world over the past 10 years."
Late Sunday, Glassman offered a rebuttal to the criticism.
"I, CrossFit HQ, and the CrossFit community will not stand for racism. I made a mistake by the words I chose yesterday. My heart is deeply saddened by the pain it has caused. It was a mistake, not racist but a mistake," Glassman said.
"Floyd is a hero in the black community and not just a victim. I should have been sensitive to that and wasn't. I apologize for that. I was trying to stick it to the (Institute of Health Metrics and Evaluation) for their invalidated models resulting in needless, economy-wrecking, life-wrecking lockdown, and when I saw they were announcing modeling a solution to our racial crisis, I was incredulous, angry, and overly emotional. Involving George Floyd's name in that effort was wrong.
"It's our hope that his murder catalyzes real change resulting in a level playing field for our black brothers and sisters. Please hear me when I say, we stand by our community to fight for justice. I care about you, our community, and I am here for you."
