CrossFit Selects The Pollack Group to Engage the Next Generation of Fitness

Following a competitive agency review process, CrossFit selected The Pollack Group (TPG) as its national public relations partner to improve brand perception, connect with younger audiences, and portray CrossFit as a trusted leader in global fitness.

Founded in the early 2000s, CrossFit pioneered a results-driven, community-based approach to training that continues to influence fitness culture worldwide. TPG will focus on elevating CrossFit’s voice and ensuring its leadership, expertise, and community are front and center in today’s health and wellness conversation. The partnership includes national, regional, and local media relations, strategic storytelling around CrossFit’s most visible moments, including the CrossFit Open, the Murph Challenge, and the CrossFit Games, and proactive issues management designed to keep the narrative aligned with research, real-world outcomes, and lived experience.

“CrossFit represents the kind of brand we love partnering with, one that combines discipline, data, and an incredibly engaged community,” said Stefan Pollack, president of The Pollack Group. “There’s a tremendous opportunity to showcase the breadth of its impact and the people behind the program. We’re excited to help elevate that story and support CrossFit as it continues to lead and inspire.”

By aligning medical research and factual proof-points about CrossFit as a fitness program, TPG will combat misconceptions about CrossFit being an extreme exercise method and shift the conversation to explain how it is a community-oriented, effective workout. At its core, the partnership is about growth and long-term relevance, ensuring CrossFit is understood not only for its performance-driven roots but also for its adaptability, inclusivity, and role in shaping the future of fitness.

As audiences evolve and media cycles move faster than ever, brands that lead with clarity, consistency, and credible expertise stand apart. CrossFit’s decision to invest in a comprehensive communications strategy reflects its commitment to leadership, transparency, and continued innovation in global health and wellness.