The CrossFit chain of fitness and weightlifting gyms is owned by private equity firm Cerberus Capital, and according to its website, the gym offers its members the chance to “gain the power of the CrossFitter™ in their personal lives.”
The site also says that CrossFit is “dedicated to creating the fitness community that is unmatched in the world.”
But the fitness brand has had a rocky history with consumers.
CrossFit has long been criticized for its marketing, including using ads and other promotions to drive consumers to gyms.
In 2007, a lawsuit was filed by the Center for Responsive Politics alleging that CrossFitting advertised as a way to “increase your chances of getting a job” and “create a job with CrossFit.”
In 2013, CrossFit announced a $10 million fund to help pay for marketing costs for its businesses.
“We will continue to work hard to be as transparent and accountable as possible to the community, as we have in the past, to make sure our marketing campaigns are accurate and objective,” the Crossfit spokesperson told the Huffington Post in a statement at the time.
“But it’s also our job to make the community better.”
In 2014, the Cross Fit brand had its first-ever advertising ban.
A spokesman for Cerberus Capital told the New York Times that the firm’s advertising restrictions had been lifted because it “had reached a point where it could no longer sustain its advertising campaigns and we felt that it would be better for the brand to focus on other opportunities.”
The New York Post also reported in March that Cross Fit had been sued by two former employees who claimed they were sexually harassed by an employee.
A third woman who claimed to have worked for CrossFit and had a relationship with the fitness chain filed a lawsuit against CrossFit in May.
The company did not respond to a request for comment.
In the wake of the recent lawsuits, CrossFIT has been rebranding as CrossFit Labs, and it is reportedly working on a new logo.
A spokesperson for the Cross-Fit brand told the Associated Press that the brand is “deeply committed to the wellness of its athletes and we are committed to working with all organizations that wish to participate in our CrossFit programs and to support our athletes in achieving their goals.”
“We are proud of our CrossFitness program, and the millions of people who are benefiting from it, and we will continue our efforts to keep bringing people of all ages and fitness levels into the CrossPets world,” the spokesperson said.
“This is not an isolated incident.
This is a systemic issue that affects all the Cross Fitness brands.”