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The Business Side of CrossFit Most People Never See with Matt O'Keefe | Brute Training Podcast
CrossFit sponsorships didn’t come from a rulebook. They were built in real time.
In this episode, Matt O’Keefe breaks down how athlete management began in CrossFit, what it was like negotiating deals when there was no precedent, and why protecting athletes mattered more than chasing short-term financial gain.
Matt shares stories from the early days with Games athletes, how brands and athletes learned to grow together, and why CrossFit is one of the few sports where men and women truly compete on equal footing commercially and competitively.
If you train, compete, coach, or care about the…
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