From a simple garage gym to one of Ad Age's hottest brands, CrossFit is rapidly redefining how companies push their messages, their consumers and their impacts. With a 50% annual growth rate, CrossFit is more than the next big thing in fitness— It's the new wave of grassroots marketing.

Crossfit Brand Chief Jimi Letchford is a highly recruited wrestler, decorated U.S. Marine Infantry Officer and original CrossFit member, hand-picked by founder and CEO Greg Glassman. Letchford keeps the brand on message and on the radar of fitness—and marketing—minds the world over.