CrossFit CEOs in the last 10 years.
Founder & CEO Greg Glassman once compared CrossFit to a biker gang.
In some ways, it certainly fells that way – especially if you’re the CEO.
And, welcome to our newest CEO: OG Bruce Edwards!
“If you haven’t felt dumb in a while, you’ve probably stopped trying.”
@thecodeofthewest
LUCKY #7
CrossFit has named its seventh CEO, Bruce Edwards, effective May 4. And, along with the new CEO, the owners of CrossFit announced that CrossFit is no longer for sale! (a huge relief!)
New CEO Bruce Edwards brings a rare combination of credentials: longtime insider (dating back to the late 1990s), former COO, affiliate owner, Level 1 coach, and athlete. He also worked closely with the founder, Greg Glassman, in the early days. That “OG” credibility matters in a community that tends to trust those who have actually lived the methodology. Early reaction from the ecosystem has been broadly positive, and on paper, he has the background to address the obvious pressure points—affiliate growth, education registrations (L1/L2), Open participation, and of course, P&L.
But the more durable truth is this: the best affiliates have already proven they don’t need a perfect CEO to succeed. Since 2018, leadership has rotated, strategies have shifted, and social media posts have come and gone. The methodology hasn’t. Affiliates that execute – quality coaching that delivers results, facilities that are clean and functional, programming that’s consistent, and a schedule that meets real-life demand – continue to produce results. Add a strong community, and you have something that is largely insulated from whatever is happening at HQ (like Diablo, and many other great affiliates).
If Bruce Edwards accelerates growth, reinforces standards, and amplifies what works, that’s a massive benefit for everyone. If not, the playbook at the affiliate level doesn’t change. Great gyms win because CrossFit works and because they do the unsexy things exceptionally well, repeatedly. Everything else is background noise.
Finally, if there’s one thing I would ask the new CEO to do, it is this: “Unite Us!” There is too much divide within our global community, especially within the sport. United by a common cause, we can influence the world.
#itsup2us
MAY SPRINT CHALLENGE!
This is an “on your own” fitness challenge. PLEASE: make sure that you are thoroughly warmed up and stretched prior to sprinting at or near max effort. Build slowly and rest well between each set. Start each sprint from a slow jog – no need for a dead stop start. We will add volume every few days. The challenge begins with 50m sprints and will build to a maximum of 200m by the middle of the month – then descend to 50m by the end of the month. It’s ok to take days off. Need some technique training? Check out this YouTube. And, experienced running Coaches, Chad, Monica, Jamie & Jackson are available for PTs to improve your technique.
Check the Diablo App for distances & drills & time entry each day. Most drills will take just a few minutes each day.
Here’s this week’s distances:
| Friday, May 1 | 4×50 |
| Saturday, May 2 | 4×50 |
| Sunday, May 3 | 6×50 |
| Monday, May 4 | 6×50 |
| Tuesday, May 5 | 8×50 |
| Wednesday, May 6 | 8×50 |
| Thursday, May 7 | 4×100 |
| Friday, May 8 | 4×100 |
| Saturday, May 9 | 6x100m |
| Sunday, May 10 | 6x100m |
SEMIFINALS WEEK IS HERE!
AGE GROUP ONLINE SEMIFINALS – Thursday, May 7- Monday, May 11th at Diablo CrossFit. 10 Diablo athletes will be competing at this next level of competition in the 2026 Season.
SemiFinals Workout schedules:
- Thu & Fri: 1PM – 3PM, Main Gym. 6:30P – 7:30P, Main Gym
- Sat: 12P – 2P, Main Gym
- Sun: 11A – 2P Main Gym
OUR PODCAST IS BACK!
On Thu, Apr 30th, Jamie and I shook off the cobwebs from 5 months of silence and returned to the podcast booth with a new name: The Diablo Way. We’ll be sharing member stories and Diablo experiences for our community and the CrossFit Affiliate community. Check out Season 5, episode 1 on YouTube and Apple Podcasts and Spotify now!
This week’s episode focused on how we got 267 members signed up for the Open and 57 athletes in Quarters – and how we got through those workouts with our community.
PROGRAMMING THIS WEEK
Coach Jamie & PRsAllDay – Progressive Programming has produced an easy-to-read graphic for this week’s workouts! Check it out:
- Website: COMPARE HOSPITAL COSTS! – This is an incredible website. Health care procedures are often negotiable, especially if you are paying cash. CrossFit Community Care – a crowdfunded health care provider negotiates with hospitals and doctors every day. This website gives you the data to make comparisons and, perhaps, help you with your insurance company negotiations.
- AI DOCTOR: CureAI Health. We knew it was coming! Diablo member Chris McCrary is the Chief Business Officer for an incredible AI Health Care consultant, CureAI Health – an AI front door Generalist for Doctors & Healthcare providers. Check it out and give it a try – its faster than waiting for an email response from your Doctor.
- CROWD FUNDED HEALTH CARE: CrossFit Community Care – I moved away from Kaiser and joined CrossFit Community Care (CrowdHealth) – saving $thousands in 2026. My monthly fee is $60 (!!) and, I am asked each month to help “crowd fund” health care events for other participants, up to a maximum of $280. If I experience a health event, my maximum out-of-pocket cost it $500 a month. Learn more at CrossFit Community Care! If you sign up, be sure to mention Diablo CrossFit!
- TrueMed: HSA/FSA Approval for your Diablo membership! Just complete the application – and request an referral letter ($30) and you’re eligible to pay for your Diablo membership with pre-tax $$!
