Brunswick Group represents Berkshire Partners, which is teaming with former Datalogix CEO Eric Roza, to buy the PR-tainted Crossfit fitness platform.

Crossfit CEO/owner Greg Glassman resigned in June following comments he made on Twitter and Zoom about the murder of George Floyd.

The New York Times reported June 20 about allegations that Glassman fostered a toxic sexist culture at Crossfit, which has 14K affiliated gyms in more than 150 countries.

Berkshire, a Boston-area investment firm, says it's thrilled to partner with Rosa, owner of a Crossfit gym in Boulder, CO, as the company begins a new chapter.

“The women and men who are part of this vibrant and passionate community are deeply committed to this sport and we recognize the transformative role it has played in so many people’s lives,” said Marni Payne, managing partner at Berkshire.

Berkshire has invested in Kendra Scott Design (fashion accessories), Carter’s (baby apparel), Portillo’s (Chicago restaurant chain), Bare Escentuals (cosmetics) and Aritzia (fashion retailer).