CrossFit® Inc last week announced the appointment of former Nike executive Jason Dunlop to the new position of company president.
Dunlop is an experienced business leader who has also held senior roles at Starbucks and The Gap. Now its mission is to help accelerate the global growth of the CrossFit® brand.
Index
The words of Eric Roza
“I am thrilled to welcome Jason as my partner in guiding CrossFit® towards our goal of transforming 100 million lives. Jason's experience driving the hypergrowth of some of the world's leading brands in Europe, the Middle East and Africa will be a powerful engine to fulfill the mission of CrossFit® ", said Eric Roza, CEO of CrossFit®.
As the executive responsible for Nike's Direct-To-Consumer (D2C) operations in Europe, the Middle East and Africa (EMEA), Dunlop has led the growth of many stores, as well as Nike's digital expansion, which focuses on consumers and their team, helping to position Nike as the leading sports brand across the region.
The CrossFit® strategic plan
As President of CrossFit®, Jason Dunlop will partner with Eric roza for take advantage of the extensive opportunities of CrossFit® around the world, in addition to including the continued growth of the CrossFit® gym network outside the United States.
With that, the new president will have the mission of expand CrossFit® education and training programs and to launch new products such as CrossFit® Affiliate Programming (Postcode) and OnRamp.
Another important role that Jason Dunlop will take on is the global growth of CrossFit® sport, with aemphasis on events such as CrossFit® Open and CrossFit® Games.
Jason Dunlop wants harness the unlimited power of the brand!
"Through its passionate community and proven life-transforming ability, CrossFit® has come a long way from its humble roots, but has just begun to explore its limitless global potential," Dunlop said.
“I am confident that we can transform CrossFit® into an iconic global brand on par with Nike and Starbucks. That's why I'm as excited to join the CrossFit® community today as I was five years ago when I first walked into a CrossFit® box and felt that sense of community, inclusion and mission. ”
We meet Jason Dunlop, a former Nike executive
Interestingly, the new president is far from being a sportsman layman. After all, Nike is the brand name of one of the leading CrossFit® sneakers, the Metcon.
Therefore, having a person of level like Dunlop can be a great option to have more quality in general in sport.
In addition to Nike, the new CrossFit® president has also held key roles at Starbucks, Canada Goose, Waterstones, The Body Shop, Marks & Spencer and The Gap.
As COO of Starbucks for the EMEA, he was responsible for all aspects of the brand's retail operations in the 2.750 stores and 41 countries that make up the company's business.