The popular training camp has its sights set on more athletes.
The CrossFit landscape looks much different today than it did back in 2021 when Mat Fraser and his team launched HWPO. Athletes at the time were hungry to learn what the five-time CrossFit Games champion had been doing for his training. While many still are, the brand has since grown immensely and expanded its scope to the larger fitness community.
Making the Vision a Reality
The vision from the start came from Fraser, and O’Keefe said it was quite simple: to help as many people as possible. O’Keefe is Fraser’s close friend and was his agent while he was competing. "He really enjoyed his career, the moments where he was able to share what he was doing at that level, with family and friends," O’Keefe tells Morning Chalk Up in an interview.
While CrossFit is a business at its core, HWPO has broadened its horizons in recent years to reach everyday athletes and individuals who want to start their fitness journey.
A New Competition Season
The 2025 season for the sport of CrossFit is shaping up to be one of the busiest in history. CrossFit LLC is, of course, hosting the Games season beginning with the Open on February 27. However, a new venture from Games veteran Will Moorad and Jackson and Isabella Terry called the World Fitness Project has emerged to offer athletes another opportunity to compete and make money.
Expanding the HWPO Horizon
Affiliates make up a significant amount of business for HWPO and are at the core of what the brand does. This year especially, they will be looking to help affiliates evolve and that might be taking the pedal off of CrossFit and branching out. One example is the explosion of HYROX training. The fitness race has taken off in the United States in recent years and has become hugely popular with CrossFit athletes both in local affiliates and at the elite level.
Conclusion
In conclusion, HWPO is looking to expand its horizons and reach more athletes, both in the CrossFit community and beyond. With new partnerships and a focus on HYROX training, it will be an exciting year for the brand. As O’Keefe said, "We want to give people the resources to accomplish their goals. And I’m really excited about the future when it comes to net new opportunities like HYROX or World Fitness Project."
Frequently Asked Questions
Q: What is the vision of HWPO?
A: The vision of HWPO is to help as many people as possible.
Q: What is the new competition season like for CrossFit?
A: The 2025 season for CrossFit is shaping up to be one of the busiest in history, with the CrossFit Games season beginning in February and the World Fitness Project offering athletes another opportunity to compete and make money.
Q: What is HYROX training?
A: HYROX training is a type of fitness training that has taken off in the United States in recent years and has become popular with CrossFit athletes.
Q: What is the future of HWPO?
A: HWPO is looking to expand its horizons and reach more athletes, both in the CrossFit community and beyond.
