In March 2025, Berkshire Partners announced that it was looking to sell CrossFit, LLC. The private equity partner that acquired CrossFit in 2020 was looking to divest its interest in the company. Since that announcement, potential buyers and rumors that the sale was imminent have been circulating within the media space.
But as the sale process drags on, we have learned that Berkshire Partners traveled to Cookeville, Tennessee, recently to meet with Rich Froning. The news was courtesy of Rich Froning, Sr., Rich’s father.
Froning, Sr. commented on a video posted on The Sevan Podcast YouTube channel that laid out six bullet points.
@richfroningsr4387
12 hours ago
Ya know? I get tired of this kinda gobley goop!
1) Rich has maintained thru the years that Greg’s CF methodology is solid.
2) CFMayhem is based on/ has/ will be consistent with that methodology.
3) Austin will be supporting our Mayhem/ CF affiliates.
4) Y’all have no idea of the background bullshit that’s gone on with CFHQ over the last few years.
5) It was good to have a couple Berkshire Hathaway peeps in the gym a couple weeks ago.
6) CFMAYHEM is CrossFit!
What makes this interesting is that early on during the sale process it appeared that Rich Froning was throwing his support behind Malek Chenia, one of the bidders for CrossFit. However, that relationship soured and it is unclear if Chenia is still in talks with Berkshire to acquire CrossFit.
Then, in a recent interview with Pedro on Coffee Pods & Wods, Froning made it sound like he was considering de-affiliating his CrossFit Mayhem. Pedro posed several scenarios to gauge where Froning’s head was at, including Dave Castro taking over as CEO, and even then Froning appeared committed to moving on.
Pair Froning’s responses with the hiring of Austin Malleolo, CrossFit’s former Senior Director Strategy & Operations, Affiliates. Malleolo’s new role at Mayhem is to oversee Mayhem’s affiliated gyms. This fueled speculation that Froning was looking to part ways and go out on his own.
And now this past weekend at Coaches Congress, a clip of Austin Malleolo speaking made the rounds on Instagram. The clip, while vague, teased what they are calling “Project Mayhem” and that what Mayhem is doing today might “look a little different in three months, six months, a year.”
As for what Malleolo was hinting at, you can read between the lines.
Finally, on Sunday, Rich Froning was part of a Q&A session with Facundo when Don Faul, CEO of CrossFit, took the microphone and offered to sit down with Froning. It is also being reported that Faul apologized for not reaching out to Froning sooner.
So what does all of this mean? Why would Berkshire Partners visit Froning? What was Malleolo trying to hint at? Was Faul’s olive branch a little too late?
Time will tell…
