Some gym owners across Canada feel it's crucial to cut ties with the CrossFit brand after Founder Greg Glassman's insensitive comments about Black Lives Matter protests last weekend.
TORONTO -- Darren Thornton is in the process of researching new names to rebrand CrossFit Defy, the gym he co-owns with his wife Michelle in Toronto's Leaside neighbourhood.
"If we kept the name, some people might be like, 'You know what? I'm not going to do that,"' Pain said. "And nothing changes inside our walls, nothing changes with our culture." Affiliation allows use of the CrossFit name and whatever advertising benefits that come from that, plus inclusion in the CrossFit Open, a competition for gyms worldwide that is the first qualifier for the global CrossFit Games.
Darr noted that one of the prizes for the 2016 CrossFit Games was a Glock handgun. The prize sparked outrage from participants and prompted title sponsor Reebok to say in a statement "We unfortunately do not have input regarding other partners or promotions."
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