CrossFit sale stalled as exclusivity timelines pass without filings
As of January 8, 2026 CrossFit had not been sold and no public filings or announcements had been made, leaving affiliates and members with uncertainty. Negotiations remain ongoing with no definitive deal.
CrossFit’s proposed takeover failed to close on the timelines outlined late last year, and as of January 8, 2026 the company had not changed hands. A consortium led by investor Wade Diebner and fitness entrepreneur Mark Mastrov had claimed exclusivity and set a target close date that included a reported “by Christmas” deadline; that timeline passed with no regulatory filings, purchase announcement, or confirmation from CrossFit or Berkshire Partners.
The parties involved continued conversations after the missed deadline. Diebner confirmed his group remained in talks and said "negotiations continue but nothing is final." Mastrov, separately, moved ahead with reacquiring 24 Hour Fitness in a distinct transaction, a development that has added another variable to the ownership picture. Other potential buyers surfaced at various points during the process, but none produced a finalized sale or public documentation by the January 8 checkpoint.
For box owners and affiliate directors, the missing filings matter because ownership change can ripple into licensing, programming agreements, and broader brand direction. CrossFit HQ has historically governed affiliate rules, insurance partnerships, and the CrossFit Games brand—all areas that would be vulnerable to renegotiation under new ownership. The lack of a clear outcome keeps operational decisions on hold for some affiliates weighing long-term investments or strategic shifts.
Members and coaches should expect day-to-day training to remain steady, but plan for potential administrative changes. Affiliates should verify their affiliate agreement terms, note renewal deadlines, and keep clear records of licensing and insurance status. Communicate proactively with your community to avoid rumors and to maintain retention during uncertainty.
The corporate silence also means regulators and investors have not yet entered the public record. There were no filings with regulators or public statements from Berkshire Partners by the January 8 date, and no purchase agreement was filed that would signal a closing. That absence makes it difficult to establish timelines for any final action, and keeps the sale process squarely in the negotiation phase rather than the execution phase.
The takeaway? Expect more back-and-forth. Keep programming consistent, check contractual paperwork, and lean on community ties while ownership talks continue. Our two cents? Focus on the WOD and the people showing up—administrative ownership may change, but the box culture you build is yours to protect.
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