CrossFit Inc and Strauss Brands have signed a first-of-its-kind partnership to offer CrossFit approved premium-quality meat through a multi-year deal brokered by IMG.
A CrossFit Approved box, featuring a curation of Strauss’ free-range chicken, grass-fed burgers, beef sticks and various cuts of steak, is now available on Strauss’ online store, Free Raised Direct.
Commenting on the collaboration, Bruce Edwards, CrossFit, COO said, “Our community believes athletes must take a 360-degree approach to a healthy lifestyle. Due to the physical intensity of our workouts, a critical component of a complementary diet is protein—it provides energy and fuels performance. We’re proud to welcome a partner that can educate and propel our workouts forward.”
Strauss will also be stocking CrossFit Approved® meat in select grocery retailers across the United States later this year.
Known as the largest branded fitness program in the world, CrossFit has well over 14,000 affiliates around the world and determines the fittest on earth through the annual CrossFit Games season. In 2018, about 416,000 people registered to compete. The partnership with Strauss is CrossFit’s first physical manifestation of its nutrition principles through food and beverage products.
“While Cross Fit is an unparalleled force in the world of fitness, it is so much more than that—it inspires healthy lifestyles around the world, with nutrition being a core focus,” said Gary Krakower, Vice President, IMG Licensing.
Strauss Brands’ mission is to educate consumers on the health benefits of its better-for-you grass-fed and finished protein while making its products accessible nationwide.
“Expansion into food and beverage is a natural step for the brand, and Strauss Brands is the perfect partner to create products that will resonate with the CrossFit community and anyone who’s interested in their health and well-being,” Gary added further.
“When selecting clean protein, athletes need to go beyond labels and inform themselves on the health of the animal it is sourced from,” said Randy Strauss, CEO and third-generation co-owner of Strauss Brands.
