The Sevan Podcast – Matt Souza took over this morning for Sevan. And like any Souza Show, he did a little research and prep work to dig into a topic.
This morning that topic was CrossFit’s CEO, Don Faul.
4:21 – Operational Efficiency & HQ Culture
8:52 – Cost Reduction & Sport Operations
19:50 – The 30 Million CrossFitters Goal
28:01 – Partnerships and Relationships with Affiliates
31:15 – Using L1 Seminar Staff as Regional Support
40:33 – Rethinking CrossFit’s Media Strategy
48:48 – Making Education Truly Accessible and Community-Driven
57:00 – Leadership and Community: Bridging the Gap for Long-Term Success
In summary, Souza argues that CrossFit’s current media strategy is stuck in the past, relying on scheduled campaigns that fail to keep pace with today’s fast-moving digital world. To stay relevant, he believes CrossFit HQ needs to shift to a constant, live content model—producing podcasts, interviews, and real-time discussions that actively engage the community and control the narrative.
On the education front, simply moving courses online isn’t enough. CrossFit should embrace an open-source model where coaches and affiliates contribute freely, making training more accessible and nurturing new talent through community-driven certification opportunities.
Finally, strong and visible leadership is essential, according to Souza. Despite positive metrics on paper, the Souza thinks the affiliates feels neglected, and community trust is shaky. Consistent, transparent communication and active engagement are critical to guiding CrossFit through its challenges and securing its long-term success.
