CrossFit Must Overcommunicate To Rebuild Its Reputation

The tragic death of Lazar Đukić during the 2024 CrossFit games is a devastating blow to the sport of CrossFit and the community that reveres the fitness program. In the days following his accident, the athletes showed a united front, completing the Games in his honor.

But now that the Games are over, former loyalists of CrossFit HQ and athletes who witnessed Đukić’s death have turned against the company, calling for accountability and improvements to what is being called “lax safety procedures”.

CrossFit CEO Don Faul gave a moving online tribute on the day of Đukić’s death but has since relied on commonly used, legally approved statements that do not answer the critic’s outcry. CrossFit is trying to delicately balance the needs of its community with the potential legal implications all while its reputation is tarnished because of a failure to control the narrative. The response has not been aligned with the commitment and engagement of the athletes within the CrossFit community.

This is a teachable moment for every racing, fitness and sporting organization in the world. Injuries and death are a reality in the industry. This is especially true as new fitness competitions attempt to establish dominance by raising the bar for competitors to achieve ultimate bragging rights. Deaths during Ironman races and ultra-marathons are more commonplace. Although every death is devastating, the news media pounces when there are allegations of negligence by the organizer or sponsor.

CrossFit has lost control of the narrative. Others – including members of its own community – are challenging the company’s safety standards and responsibilities to protect participants.

CrossFit has lost control of the narrative. Others – including members of its own community – are challenging the company’s safety standards and responsibilities to protect participants.

So how does CrossFit regain control of the narrative, counter misinformation, and keep media coverage as balanced as possible? By overcommunicating.

In some situations the risk of liability and legal action requires a judicious approach to communications. But CrossFit has forged a reputation for integrity and safety that is now being recast by news outlets and opponents offering commentary – not always grounded in fact – that is quickly eroding this reputation. At this stage, CrossFit must consider protecting the long term viability of its business.

CrossFit already has the world’s attention. Turning public opinion, and especially the perception of athletes and sponsors from negative to neutral is a win. With respect to the legal ramifications, to protect its future business interests CrossFit must overcommunicate with its stakeholders.

With respect to the legal ramifications, to protect its future business interests CrossFit must overcommunicate with its stakeholders.

A significant risk that CrossFit has is that the reputational harm bleeds down to their affiliates and members stop paying to be part of their community. Let’s not forget that the CrossFit community is made up of 99.99% of individuals who will never participate in the Games and do not have a personal relationship with Đukić.

Crossfit athletes and sponsors will be its biggest supporters or loudest outspoken critics. With the industry news media reinforcing the negative aspects of the story and continuously planting doubt about the safety and procedures, Crossfit must reach these athletes and sponsors directly – online and in person – with transparent and empathetic messaging.

Concurrently, CrossFit must be in constant communication with their affiliate owners prepping them for questions from members. Keeping their affiliates in the loop and ready to speak to members is critical to maintaining brand trust.

These constituent audiences need to hear from the top. Keeping the face of the company, CrossFit CEO Don Faul, hidden is a mistake. He should be facing the criticism directly and taking on all questions, doing interviews and being the biggest cheerleader of CrossFit. Don has shown to be an empathic and likable individual. By putting him in the media spotlight, he will have the opportunity to take back control of the story and earn the respect and appreciation of his customers.

Failure to control the current news coverage of this story will only ensure that future coverage will reinforce lingering negative perceptions and opinions of CrossFit. The chief goal during any crisis response is to mitigate damage to the company’s reputation. For CrossFit to fully recover from this crisis and build a foundation for the future, they must get in front of the story now.