Springfield, MO

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Signage is slated to soon change over at CrossFit Springfield.
SBJ file photo
Signage is slated to soon change over at CrossFit Springfield.

CrossFit Springfield unveils new name

Posted online

Less than a month after denouncing racially insensitive comments by CrossFit Inc.'s CEO, the owner of a Springfield gym using the brand unveiled a new name.

CrossFit Springfield owner Jeremy Mhire announced via Facebook yesterday a branding change to Proximal Strength. He cited diversity among the company's core values.

"Our gym, our coaching staff and our members have spent every single moment of the last 12 years proudly representing, defending and carrying the banner of CrossFit," Mhire said in the post. "As we move into our new name, I remain grateful and wholeheartedly acknowledge our foundation and our roots to the CrossFit methodology."

Mhire pointed to "the quick and decisive action and positive initiatives taken by Crossfit HQ in recent weeks." CrossFit CEO Greg Glassman stepped down this month after comments in which he compared the killing of black man George Floyd while in police custody to the COVID-19 pandemic, seemingly implying that calls for racial equality would be short-lived, according to past reporting.

Glassman's comments drew backlash online, with many gym owners, including Mhire, announcing plans to "de-affiliate" with the brand.

Proximal Strength's logo and branding elements have been completed, and new signage is slated to be installed soon, said Jenny Mhire, Jeremy's wife, via Facebook Messenger. The business operates at 1900 W. Sunset St.


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