How CrossFit helped shape the macho fitness culture of Trump’s America
The movement founded by Greg Glassman grew into an empire, helping popularize the masculinity aesthetic embraced by Pete Hegseth and RFK Jr Comparative machismo is hardly new, but when Donald Trump publicly admired Senator Jon Husted’s backside earlier this month, later telling advisers it made the since-defeated Ohio incumbent more “interesting” to voters, the senator leaned into the compliment,…
CrossFit, founded by Greg Glassman in the 1990s, grew into a massive fitness empire with over 15,000 gyms in 160 countries worldwide. The fitness program emphasized high-intensity workouts, including gymnastics, weightlifting, and sprint conditioning. CrossFit's original fitness philosophy was focused on accessibility, aiming to be an easy, safe way for people to get fit, particularly for those who were overweight, senior citizens, or infirm.
However, as the program evolved, it gained a reputation for cultivating a rugged, macho image, which eventually moved away from its original ethos.
The rise of CrossFit coincided with a surge of right-wing politics and militarism in America. Its popularity among the military, police, and first responders contributed to its association with these groups. CrossFit's website even catered to military personnel serving in Afghanistan and the Middle East, and the brand plastered its site with images of service members performing various physical feats.
The CrossFit aesthetic, characterized by its no-mirror, no-vanity, and rough garage-style, appealed to an era that valued ruggedness and masculinity. This era saw the emergence of fitness enthusiasts like Pete Hegseth and Robert F. Kennedy Jr., who prioritized physical fitness as part of their public image and embraced CrossFit-inspired workouts.
The political climate of the era also played a role in CrossFit's rise. In the wake of 9/11, there was a heightened focus on self-determination and a 'hardened, battle-ready' stance, which made CrossFit's extreme workouts particularly appealing. Despite accusations of sexual harassment and other controversies, Glassman maintained that his company was a cult of excellence, and he even embraced the odd compliment from Senator Jon Husted about his backside, claiming it motivated him to work out more.
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