‘We’re In This Together:’ neoliberalism and the disruption of the coach/athlete hierarchy in CrossFit

Abstract

CrossFit is a growing model of fitness that defines itself in opposition to conventional fitness practices. “Specializing in not specializing”, CrossFit aims to provide a General Physical Preparedness programme sustainable and scalable across an athlete’s life course. “Fitness” is achievable through “constantly varied high intensity functional movements performed across broad time and modal domains”. A differential modality of time is operational in CrossFit, which includes the “clock time” of earlier eras but is largely characterised by the “network time” that makes CrossFit omnipresent. Characterised by the neoliberal rhetoric of self-improvement and individual responsibility, CrossFit takes these ideas one step further by extending its practice and philosophy to every aspect of an athlete’s life, including their network of personal relationships. CrossFit’s lack of specialisation and articulation within network time function to shift the role of the coach from central authority to one who performs affective, emotional labour and forms of a “relationship” that involves supporting each individual athlete in the achievement of their own goals inside and outside “the box”.

Keywords:

• CrossFit
• sports coaching
• network time
• neoliberalism
• affective labour

Notes

1. It is somewhat ironic, then, that CrossFit began and in many instances continues to be the training programme of choice for public institutions such as law enforcement, firefighters and the military.

2. Also see “Do Not Cross CrossFit”, Inc.com, http://www.inc.com/magazine/201307/burt-helm/crossfit-empire.html.

3. CrossFit coaches are “certified” through attendance at the many Level 1 seminars hosted by CrossFit Headquarters and HQ staff (this staff often includes athletes who are or were top-level competitors in the CrossFit Games) at local boxes all over the world. You attend a two-day workshop that includes lectures and hands-on coaching, and take a test at the end of the second day. If you pass, you are “Level 1 Certified”, and can coach CrossFit, ideally under the tutelage of a more experienced coach at first. There are four levels of certification, which cost $1000 USD. You have to get recertified at the Level 1 every five years at the cost of $500 USD.

4. A large majority of CrossFitters never compete. HQ encourages competing as part of the CrossFit experience, but many more CrossFitters use CrossFit as a specific way to train rather than competing in local competitions or in the various divisions of the CrossFit Games (the Open, the Regionals, and the Games – see games.crossfit.com).