Greg Glassman, CEO of personal fitness company CrossFit, got himself and his business into hot water on Saturday after making insensitive comments about the death of George Floyd. Glassman issued apologized for the comments after they prompted a strong backlash on social media and caused business partners to cut ties.

“I, CrossFit HQ, and the CrossFit community will not stand for racism. I made a mistake by the words I chose yesterday,” Glassman said in a tweet from the official CrossFit Twitter account. “My heart is deeply saddened by the pain it has caused. It was a mistake, not racist but a mistake.”

Glassman’s comment came in response to a tweet from the Institute for Health Metrics and Evaluation.

“Racism and discrimination are critical public health issues that demand an urgent response,” the institute said.

“It’s Floyd-19,” Glassman responded. “Your failed model quarantined us and now you're going to model a solution to racism?”

In the aftermath of the comments, sports apparel companyReebok announced that it would be parting ways with CrossFit. Several gyms also ended their affiliation with the brand. Richard Froning, a four-time CrossFit Games champion, said in a statement on Instagram that he does not condone Glassman’s remarks, but that he would remain invested in the “inclusive and up-lifting” CrossFit community.

“Our partnership with CrossFit HQ comes to an end later this year,” Reebok’s official statement read. “Recently, we have been in discussions regarding a new agreement, however, in light of recent events, we have made the decision to end our partnership with CrossFit HQ.”

Michael Muscato, owner of a CrossFit gym and candidate for the U.S. Congress, called Glassman’s comments “unacceptable” and called for him to step down as CEO.

Protesters gather near the scene where George Floyd died in police custody in Minneapolis
Protesters gather near the scene where George Floyd died in police custody in Minneapolis AFP / Kerem Yucel
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