ABSTRACT
The spread of the COVID-19 virus significantly impacted the fitness industry with government restrictions including mandated closures. CrossFit, a major player in the global fitness industry, faced a new industry landscape and significant internal division while coping with the crisis. This study contributes to the literature on CrossFit coaches, who are important cultural figures in fitness services. This study investigated CrossFit coaches' perceptions of COVID-19 restrictions through semi-structured interviews with a diverse sample in Georgia and Florida, U.S. The coaches displayed CrossFit exceptionalism, believing that fitness facilities should have been treated differently, and CrossFit gyms in particular were distinctive enough to merit special consideration. Some coaches approved of the governmental response, but others disapproved, and many expressed gratitude that they were in states with short restriction periods. Their demonstration of uncertainty, however, somewhat conflicted with their exceptionalism. These perceptions may influence coaches' behaviors and impact CrossFit participants, which makes the topic worthy of additional study.