Today, CrossFit officially reopened its online retail store, store.crossfit.com. The online portal features men’s and women’s t-shirts with ‘CrossFit’ emblazoned across the front along with various other CrossFit-branded designs.
The relaunch comes almost exactly one year after ‘The Official CrossFit Store’ was brought back right before the 2023 CrossFit Games. But at some point following last year’s Games, CrossFit quietly removed the online store.
Over the years CrossFit has attempted to have an online retail presence. CrossFit’s initial foray 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 WIT Fitness to revamp its online store. In the deal, WIT Fitness was to take over the two website operations and create a one-stop shop for CrossFit merchandise. The partnership with WIT was also designed to expand distribution to Europe.
However, thanks to COVID and management changes at both CrossFit and WIT Fitness, the online store struggled to reach its full potential. In 2021, CrossFit and WIT Fitness relaunched its e-commerce partnership, but once again it was shuttered following WIT Fitness’ financial difficulties.
Now, several years later, CrossFit is rebuilding its e-commerce store. To support the initiative, CrossFit is hiring a Director of Retail and E-Commerce.
So if you’re in the need of some CrossFit-branded apparel, head over to store.crossfit.com. Tell them The Barbell Spin sent you…
