Dear Affiliate Owners—
As many of you within the fitness community know, during June of this year our brand took a stand against gross missteps by our longtime partner, CrossFit®, and announced the withdrawal of our sponsorship for the 2020 CrossFit Games.
Since that time, we have been in active dialogue with the new CrossFit leadership including Eric Roza, to understand how CrossFit will address needed improvements to policy, attitude and direction, and we are confident positive change is underway. There is an exciting new chapter ahead for CrossFit and its partners, one that emphasizes respect, a strengthened and aligned community, greater humility and needed inclusivity.
We believe in new beginnings and have been impressed enough by what we’ve seen over the past two months, so we have decided to return as a partner of the 2020 CrossFit Games.
As longtime CrossFit partners, Orion and I feel their company is heading in the right direction. As a partnering voice, we will be doing our part to help them rebuild and continue to deliver on promised changes.
We encourage all CrossFit partners, affiliates and members to ask the hard questions of the brand’s new leadership so you can make your own decision, like we did, about if and how you want to support CrossFit in the future.
If you wish to contact Orion or me about why we felt it was the right time for LIFEAID to reinstate our support, please email us (or DM me on Instagram at @aaronhinde). We’d love to hear from you and offer whatever insights we can.
Thank you,
Aaron Hinde and Orion Melehan
Cover photo courtesy of Unsplash.com
> > > Live well.
