If you’ve come across the name MetFix recently and thought, “Wait, what is this?”—welcome to the club. It’s been quietly making the rounds through emails, social posts, and coach conversations, but many in the industry are still unsure what to make of it.
Here’s what we know so far.
What Is MetFix?
MetFix positions itself as a health and education platform that trains personal trainers to combat chronic disease. The core philosophy is that lifestyle coaching, rather than ongoing prescriptions or medical interventions, is the key to reversing the conditions currently plaguing healthcare systems around the world.
MetFix is the latest project from Greg Glassman, the founder and former CEO of CrossFit. That alone has drawn a wave of attention—and plenty of skepticism. Glassman stepped away from CrossFit in 2020 following widespread backlash.
In many ways, it appears Greg Glassman is picking up where he left off. Back in 2018, he made a controversial decision to fire CrossFit’s media team, shift the spotlight away from elite athletes, and reframe the brand’s mission around health—not sport. The CrossFit Games were repositioned as a broader celebration of fitness, and the company’s digital presence began showcasing people training at home with jugs, bodyweight movements, and minimal equipment. The intention of this message was to reinforce that CrossFit is for everyone, not just Games athletes.
MetFix seems to be an effort to continue that trajectory—doubling down on the fight against chronic disease and the belief that fitness professionals can and should be on the front lines of that battle. The model reportedly focuses on professionalizing trainers, giving them tools to help clients tackle metabolic health issues head-on through fitness, nutrition, and behavior change.
Some gym owners have already submitted affiliation applications, seeing it as a potential complement to their current CrossFit affiliation rather than a replacement. Others are holding off, citing a lack of clarity about what exactly they’re signing up for and what the long-term commitment looks like.
The Daily Fix
At the center of MetFix’s current public-facing content is The Daily Fix—a free, daily workout paired with a lifestyle recommendation designed to support metabolic health. The concept mirrors the classic CrossFit “Workout of the Day” model but shifts the focus toward long-term health outcomes rather than sport or performance. Whether that’s enough to inspire widespread adoption remains to be seen—but it’s the first concrete glimpse into what MetFix might look like in action.
Why Now?
Now that his non-compete has expired, MetFix marks Glassman’s first major re-entry into the public fitness space. It’s closely tied to the Broken Science Initiative, a campaign he co-founded with Emily Kaplan that challenges the credibility and process of mainstream scientific and public health institutions.
For some, that’s a sign of independent thinking. For others, it raises concerns about credibility, scientific rigor, and whether this new platform is more ideology than implementation. The timing also caught attention: the second wave of MetFix’s “affiliation now open” emails went out the day after news broke that CrossFit was up for sale—something that hasn’t gone unnoticed in the coaching community.
Mixed Reactions & Plenty of Open Questions
Reactions so far fall into a few camps:
Some see MetFix as a return to the “good old days” of CrossFit—when the methodology came first, and the mission was rooted in health over sport.
Others feel burned by the CrossFit brand and are cautiously optimistic about something new from Glassman.
Many are simply unsure what MetFix is—a certification, a new affiliation model, a movement, or something in between.
Among the biggest questions:
- What are you actually affiliating with?
- How much does it cost?
- Is it meant to replace CrossFit, realign its original mission—or complement it?
- Is there long-term support, structure, or opportunity—or just vision?
How to Affiliate with MetFix
If you’re thinking about affiliating with MetFix, here’s the process so far. It’s relatively similar to how original CrossFit affiliates completed it, with a few updates and additional steps.
The application includes:
- Five essay questions
- A 1–4 minute video upload
- Contact information and your current gym address
- Your proposed new MetFix name
If you already run a gym, you’re encouraged to retain your current identity—for example, “ABC Fitness” would become ABC MetFix. Similar to CrossFit affiliation rules, broad geographic names like MetFix France or generic terms like MetFix Health are not permitted. All names are subject to review and approval.
If your application is approved, here’s what comes next:
- Submitting proof of insurance
- Signing a contract
- Paying the $2,000 USD annual affiliation fee
- Completing the MetFix Foundations seminar (Founding Affiliates may receive a temporary exemption)
Once finalized, you’ll receive a branding package to promote your work as an official MetFix Affiliate.
The Big Picture: Mission Over Brand
For many coaches, the appeal of MetFix isn’t a new logo or business model; it’s that its mission aligns with what they want to provide through their facilities. A growing number of trainers deeply believe in the CrossFit methodology but no longer feel that the CrossFit brand serves them well. They’re not abandoning functional fitness; they’re simply seeking a new way to deliver it with less baggage. MetFix is tapping into that sentiment, though whether it has the structure, support, and staying power to retain it is still very much uncertain.
So, What’s Next?
MetFix might be the start of something impactful—or it might be another bold idea that struggles to gain traction outside its founder’s following. If you’re a coach or gym owner, it’s worth keeping an eye on—but also worth asking the hard questions, especially before committing your time, money, or brand. So far, the pitch is big—but the details are thin. And in a space where coaches are increasingly business-savvy and brand-conscious, that may not be enough.
Thinking About Affiliating? Don’t Overlook the Business Side
MetFix might be presenting itself as a new kind of health mission, but if you’re thinking about affiliating, it’s worth asking whether your systems and your brand can support that move. For gym owners already running a CrossFit affiliate, a functional fitness space, or a strength and conditioning facility, adding MetFix into the mix means more than updating your programming. It often requires juggling multiple offerings under one roof and taking a closer look at how your gym is perceived—from both an operational and branding standpoint. That can get messy—fast—if your systems aren’t built for it.
For gyms currently affiliated with CrossFit, members who strongly identify with the brand may feel uncertain or disconnected, even if your programming remains unchanged. Rebranding—whether complete or partial—comes with time, cost, and the need for clear communication, from your website and signage to your marketing materials and the way you talk about the gym day to day.
Ready to Add MetFix or Manage Multiple Programs?
If you’re leaning toward MetFix—or already juggling multiple programs—make sure your backend setup isn’t the thing that breaks under pressure. You need gym management software that supports what you’re building.
See how Kilo helps gym owners do it all—without the chaos. Book a demo today!
