CrossFit Builds Muscle with Berkshire PE Investment

Eric Roza Teams with Berkshire. 

Berkshire Partners announced that it will partner with Eric Roza to buy CrossFit.  CrossFit, a leading health and fitness brand, begain in a garage 20 years ago in California and now serves millions of people in their fitness endeavors.  The company has about 14,000 gyms around the world.  

According to Roza, “CrossFit changes lives, and I am excited and inspired by the opportunity to build our global community and help tens of millions of people, while also creating extraordinary opportunities for CrossFit affiliates, athletes, and partners. Our success depends on making sure every person feels welcomed, respected, supported, and heard at CrossFit.” 

The deal between Roza and Berkshire is almost done, with DOJ approval pending.  

Roza and Berkshire are looking to transform CrossFit while maintaining its original appeal and goals.  Managing Director of Berkshire Partners Marni Payne stated “We are thrilled to partner with Eric, his leadership team, and the entire CrossFit community…The women and men who are part of this vibrant and passionate community are deeply committed to this sport, and we recognize the transformative role it has played in so many people’s lives.” 

Eric Roza hopes to change CrossFit’s values by making a more inclusive environment.  He hopes to eliminate racism, sexism, and bias.  Roza and Berkshire are also looking to make changes conducive to the pandemic. 

About Berkshire

Berkshire Partners is an investment firm headquartered in Boston.  Furthermore, the firm specializes in industries such as technology, healthcare, industrials, and health and wellness.  Berkshire currently has $16 billion assets and has been a part of 130 private equity investments.  The firm consistently achieves positive returns and has nine institutional funds.

Free Industry News

Subscribe to our free newsletter for updates and news about alternatives investments.

  • This field is for validation purposes and should be left unchanged.


Latest Alternative Investment News
Private Equity: Vitruvian Partners Pulls In $4.7 Billion

Capital Raise Brings Firm Assets to Nearly $12 Billion.  Vitruvian Partners, a UK-based private equity fund, has closed its fourth buyout fund after raking in $4.7 billion.  Vitruvian Partners launched…
Liquid Alternatives Enable Access for Individuals to Alternative Investments

Liquid Alts Offer Endowment Style Investing to Individuals.  Liquid alternatives consist of a wide variety of investment options, strategies and portfolio options.  Alternative investment prevalence has been growing in recent…
Private Equity Powers Global Sustainability Initiative
August 5, 2020     Investments, Latest News, News, Private Equity

A “New Normal” and Driving Force From Private Equity.  The global private equity community is buzzing over news that several private equity powerhouses have come together in a bold move…
FinTech: Intuit-Credit Karma Deal Under DOJ Lens (ProPublica)
August 4, 2020     FinTech, News, Takeovers and Buyouts

According to ProPublica, a non-profit newsroom that investigates abuse of power, the US Justice Department will investigate Intuit Inc (NASDAQ: INTU)’s $7.1 billion acquisition of Credit Karma announced in February….