CrossFit Fills New President Role with Former Nike, Starbucks Executive

CrossFit, Boulder, Colorado, has named Jason Dunlop as its president, a newly created role, the company announced on July 6.

Dunlop is a former executive with Nike, Starbucks and The Gap. He will be tasked with accelerating the company’s global growth.  

Dunlop is just one of three new executives at CrossFit hired since Eric Roza bought the company from Greg Glassman in summer 2020 and became CEO. Roza hired Gary Gaines in September 2020 fresh from his role as senior vice president of global operations and studio experience at SoulCycle and bringing with him experience from Lyft and Tesla. Gaines serves as CrossFit’s global head of affiliates. Andrew Weinstein also came on board to assume the role of global head of communications and public policy after serving as vice president of corporate communications for AOL, head of communications for LivingSocial and deputy press secretary for former Speaker of the House Newt Gingrich.

"I'm thrilled to welcome Jason as my partner in leading CrossFit towards our goal of transforming 100 million lives," Roza said in the media release. "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 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 COO of Starbucks for EMEA, Dunlop 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 his role as CrossFit president, Dunlop will partner with Roza to capitalize on CrossFit's worldwide opportunities, including the continued growth of the CrossFit gym network outside the United States, which already accounts for nearly half of CrossFit's 12,000 affiliates. He will lead the expansion of CrossFit's education and training programs as well as new product launches such as CrossFit Affiliate Programming (CAP) and OnRamp. In addition, he will oversee the global growth of the sport of CrossFit, highlighted by events such as the CrossFit Open and CrossFit Games.

"Through its passionate community and proven ability to transform lives, CrossFit has come a long way from its humble roots, but it has barely begun to tap its unlimited global potential," Dunlop said. "I am confident that we can build CrossFit into an iconic worldwide brand on par with Nike and Starbucks, and I am as excited today to join the CrossFit community as I was five years ago when I first walked into a CrossFit box and felt that sense of community, inclusivity and mission."

In addition to Nike, Starbucks and The Gap, Dunlop has also served in senior roles with Canada Goose, Waterstones, The Body Shop and Marks & Spencer.

CrossFit has more than 12,000 affiliated gyms across more than 150 countries. CrossFit LLC also orchestrates the CrossFit Games season, beginning with the annual CrossFit Open and culminating in the CrossFit Games.