CrossFit Extends Partnership with Hustle Up Through 2027
April 4, 2025 - CrossFit and Hustle Up are thrilled to announce the extension of their partnership through 2027. Under this new agreement, CrossFit is excited to name Hustle Up an Official Sponsor of the CrossFit Games, the Presenting Sponsor of the CrossFit Owners & Coaches Conference and Affiliate Party, the Presenter of the highly anticipated Last Chance Qualifier event, and the event management platform for the International Affiliate Summits.
Hustle Up’s all-in-one platform is known for its versatility and value to the CrossFit ecosystem. Whether it’s providing personalized training programs for athletes, advanced management tools for coaches, or membership analytics for gym owners, Hustle Up is dedicated to supporting the community at every level. By continuing to evolve and update its features, Hustle Up ensures that the CrossFit community has access to cutting-edge tools that support the growth and success of athletes, coaches, and affiliates alike.
“With a holistic app that serves many different members of our community, Hustle Up has built an integral tool that we know the CrossFit community loves,” said Greg Schwartz, VP of Global Partnership for CrossFit. “We’re excited to extend our partnership with Hustle Up and continue growing our relationship with a company that shares our commitment to building a stronger, more connected CrossFit community.”
“We’ve been proud to support the CrossFit community through the Hustle Up app for many years,” shared Florian Jullien, CEO of Hustle Up. “It was a natural decision for us to continue our partnership and we’re honored to deepen our work with new sponsorship opportunities and upcoming CrossFit events. Hustle Up is and has always been here to support the CrossFit community, from athletes to coaches and gym owners, and we’re looking forward to many more years of working together.”
A key goal of this renewed partnership is to help Hustle Up increase its own brand visibility at key CrossFit competitions and events for our community and drive platform usage. In addition to its continued visibility at the 2025 CrossFit Games in Albany, NY August 1-3, Hustle Up will also serve as the Presenting Sponsor for the CrossFit Owners & Coaches Conference and Affiliate Party, taking place just before the Games on July 30-31st in Albany as well. Hustle Up will also play a key role across international Affiliate Summits, where the platform will be used for event registration and scheduling.
It is particularly exciting that Hustle Up has agreed to take ownership of the virtual Last Chance Qualifier event, the final opportunity for athletes to earn a coveted spot at the CrossFit Games. The Last Chance Qualifier is one of the most intense and exciting events in the CrossFit competition calendar, and Hustle Up’s involvement underscores the brand's commitment to supporting athletes at every stage of their journey and making it a true full community effort.
The CrossFit community can look forward to Hustle Up at future CrossFit events and their continued commitment to providing tools that support training, programming, and community building.
About CrossFit, LLC
CrossFit, LLC is the owner of the world-famous CrossFit® fitness brand. In the 20 years since its founding, CrossFit has grown from a garage gym in Santa Cruz, California, into the world's most popular and effective training program for improving health and performance. CrossFit is the leading provider of accredited, performance-based training courses and certifications and has more than 97,000 credentialed coaches worldwide. The CrossFit program can be scaled to welcome people of all ages and abilities, and millions of people have already experienced CrossFit's transformational benefits in more than 11,500 affiliated gyms across 150 countries. CrossFit also directs the CrossFit Games season, which starts with the Open, the world’s largest participatory sporting event.
About HustleUp
A Digital Platform Empowering the CrossFit Community
Hustle Up was created with one mission: to unite the global CrossFit community on a single platform. Until now, athletes, coaches, gym owners, event organizers, and brands have relied on a mix of disconnected tools, using multiple platforms that limit collaboration and cohesion, ultimately weakening the sense of unity in what is, at its core, one of the most passionate and engaged communities in sport.
Hustle Up changes the game by building a platform designed for every stakeholder in the CrossFit ecosystem. It brings together the tools they need - to train, to coach, to manage, to organize, to connect. From enabling coaches to sell programs, to giving gym owners full business management capabilities, to empowering athletes with direct communication and discovery tools, Hustle Up isn’t just software. It’s the engine behind a new era of unity, growth, and collective impact in the CrossFit community.
Media Contact:press@crossfit.com