Crossfit Inks HQ Lease in Boulder

According to Keys Commercial Real Estate, branded fitness regimen CrossFit will move its headquarters from Santa Cruz, California to the former Anthem Branding office building at 2617 Broadway in Boulder.

The new roughly 7,100-square-foot headquarters will house the company’s corporate administration functions.

“This is definitely a feather in the cap for Boulder,” a city that has become synonymous with the fitness, health and wellness industries,” said Keys Commercial Real Estate LLC President Geoffrey Keys, who represented CrossFit in the lease.

The landlord, TwentySix17 LLC, was represented by Scott Crabtree with the Colorado Group.

“CrossFit was taking a look at the downtown [Boulder] market, and this availability popped up. It checked a lot of boxes for CrossFit and gave them autonomy as far as not having to share hallways and bathrooms,” Keys said. “The design of the building really fit their needs in terms of having a lot of open area and great access to downtown.”

The fitness brand was developed in 2000 by former CEO Gregg Glassman as a combination of powerlifting, plyometrics and other training disciplines. In early June, Glassman claimed, without evidence, that COVID-19 is a conspiracy and that George Floyd was murdered as part of a cover-up for a money-laundering operation. As a result, several gyms cancelled their affiliation with the brand, along with its apparel partner Reebok. Glassman later resigned.

Eric Roza, a former technology CEO and the owner of the CrossFit Sanitas gym in Boulder, bought the CrossFit brand earlier this year. Roza was previously CEO of Datalogix, a data firm for digital advertisers that was acquired by Oracle Inc. (NYSE: ORCL) in 2015. He is an executive-in-residence for venture-capital firm General Catalyst and an adjunct professor at the University of Colorado Boulder.

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