Greg Glassman’s new venture looks familiar.
Take two. CrossFit’s founding father is preparing to launch MetFix, a nutrition-focused program for curbing chronic disease.
Running the CrossFit playbook, MetFix will promote metabolic health through invite-only seminars, coaching certifications, and gym affiliates.
CrossFit 2.0. Following a controversial exit from CrossFit in 2020, Glassman is renewing a crusade against Big Food and reactive healthcare as his non-compete expires.
Before his ouster, Glassman tried recruiting doctors to prescribe CrossFit. Later, the company debuted and shuttered a telehealth service “for CrossFitters, by CrossFitters.” More recently, CrossFit Medical Society launched to bridge fitness and health.
Rallying support from CrossFit circles without competing head-to-head, Glassman sees nutrition education as the missing link.
Looking ahead: While details are sparse, MetFix seminars are set to begin in 2025. As it gets off the ground, the firebrand tactics that helped build CrossFit could make or break MetFix’s healthcare ambitions.
