A look through CrossFit’s trademark filings over the years provides a glimpse into the company’s evolving strategy, business ventures and how it intends to market itself to the community. Many times the trademarks are obvious, like trademarking the new CrossFit Games logo.
Other times, CrossFit trademarks new business ventures or upcoming slogans used to market CrossFit. For example, in 2021 CrossFit created a service mark for “CrossFit Health”. Then, in March 2024, CrossFit trademarked “CrossFit Medical Society” just three months before it was officially launched in June.
So I was curious to see what trademark filings had been applied for recently. In that search there have been three trademark filings since July. All four are standard character mark applications, which mean CrossFit is looking to protect the use of the phrase rather than the specific look, like font style, size or color.
Here are the three new trademark applications that have recently been filed:
What’s interesting is that the phrase, CrossFit is the prescription, is not new to CrossFit. That phrase was used in a CrossFit Journal article from 2013.
“Building healthier humans” was used on CrossFit’s social media at the end of July with the tweet, “CrossFit is about building healthier humans and staying fit for life.” The trademark application was then filed on September 3.
The question now is will we see new marketing campaigns utilizing these phrases in the coming months?
