CrossFit Heads to the Grocery Aisle

NORTH AMERICA–CrossFit and Strauss Brands have joined forces for a range of CrossFit-branded meat, in a deal brokered by IMG.

April 5, 2018

Strauss Brands is on board to sell branded meat for the popular fitness brand.

The branded meat selection will be available as part of the “CrossFit Approved” box and will include a curated assortment of free-range chicken, grass-fed burgers, beef sticks and various cuts of steak. The partnership is CrossFit’s first physical attempt to bring its nutrition principles to market in the food and beverage category.

“While CrossFit 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,” says Gary Krakower, vice president, IMG Licensing. “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.”

The CrossFit-branded meat is now available via Strauss’ online store and

will be available in select grocery retailers throughout the U.S. later this year.