CrossFit CEO Greg Glassman apologized for an insensitive tweet about George Floyd, who died at the hands of Minneapolis police, saying that he "made a mistake by the words I chose."
That was too little too late for sports gear maker Reebok, which said over the weekend it's ending a partnership with CrossFit following the tweet, while some gyms said they would end their affiliation with the workout brand.
The issue started on Saturday when the Institute for Health Metrics and Evaluation, a research center, tweeted, "Racism and discrimination are critical public health issues that demand an urgent response," along with the hashtag #BlackLivesMatter.
He added that he was "incredulous, angry, and overly emotional" at the Institute for Health Metrics and Evaluation. "I was trying to stick it to the @IHME_UW for their invalidated models resulting in needless, economy-wrecking, life-wrecking lockdown," he wrote. "Involving George Floyd's name in that effort was wrong."
Gym co-owner Nick Hurndon wrote on Twitter that he sent a letter to CrossFit ending affiliation with the brand. The company's response to systemic racism and police brutality "is completely unacceptable," the letter said.