
Most brands, especially those that generate more than $100 million in annual revenue, don’t begin with a story about vomit. Yet, according to CrossFit, Inc. founder and former CEO Greg Glassman, the “eureka moment” of his now astronomically popular fitness program began just like that—with a teenage Glassman, having subjected himself to a grueling combination of barbell push presses and pull-ups, barfing on his garage floor. At the center of CrossFit’s origin story and its subsequent success is the human body at its most beautiful, its most playful, and its most grotesque. Indeed, in a previous article in Engaging Sports, Matt Crockett and Ted Butryn compellingly argue how CrossFit expresses a collective anxiety surrounding how our bodies atrophy in increasingly sedentary workplaces.