CrossFit Names Former Nike Executive as President

Boulder, Colo. — CrossFit LLC has appointed former Nike executive Jason Dunlop to the new role of president. Dunlop, a seasoned business leader who also held senior roles at Starbucks and Gap, will help accelerate CrossFit’s global growth.

“I’m thrilled to welcome Jason as my partner in leading CrossFit towards our goal of transforming 100 million lives,” says Eric Roza, CEO of CrossFit. “Jason’s expertise leading the hypergrowth of some of the world’s leading brands across Europe, the Middle East and Africa will be a powerful driver for achieving CrossFit’s mission.”

As the executive responsible for Nike’s direct-to-consumer (D2C) business across Europe, the Middle East and Africa (EMEA), Dunlop directed Nike store growth and digital expansion by focusing on consumers and his team, helping position Nike as the leading sports brand across the region.

As president of CrossFit, Dunlop will partner with Roza to capitalize on CrossFit’s broad worldwide opportunities, including the continued growth of the CrossFit gym network outside the U.S., which already accounts for nearly half of CrossFit’s 12,000 affiliates; the expansion of CrossFit’s education and training programs; new product launches; and the global growth of the sport of CrossFit.

In addition to Nike, Dunlop has also served in senior roles with Starbucks, Canada Goose, Waterstones, The Body Shop, Marks & Spencer and Gap. As COO of Starbucks for EMEA, he was responsible for all aspects of the brand’s retail operations across the 2,750 stores and 41 countries that comprise the company’s EMEA business.

In the 20 years since its founding, CrossFit® has grown from a garage gym in Santa Cruz, Calif., into the world’s best-known fitness brand. CrossFit has more than 12,000 affiliated gyms across 150+ countries. For more information, visit





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