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Cory Richards
On June 27, 2020, Eric Roza masked up and flew from Boulder, Colorado, to San Jose, California, where he rented a car and began driving south. A tech entrepreneur who made his name and fortune with a data company he sold to Oracle for $1.2 billion in 2014, Roza, 53, had just spent, according to one source, $200 million buying CrossFit Inc., the largest fitness chain in the world, somewhat bigger than Dunkin’ and somewhat smaller than Domino’s. At its peak, you could have found one of the more than 15,000 CrossFit affiliates at most latitudes and longitudes around the world in Nuuk, Greenland; in Ulaanbaatar, Mongolia; in Païta, New Caledonia; in Gillette, Wyoming. Roza had big ideas that he believed could radically change the brand. And despite the Starbucks-level ubiquity of CrossFit boxes and the titanic role the company has played in the functional-fitness boom of the 21st century, CrossFit needed to change desperately.
A BRIGHOUSE-based communications agency Faith PR is continuing to grow and invest in its digital offering with the appointment of an account director. Tom Coates joins Faith PR with over 15 years of communications experience across both B2B and B2C sectors, with expertise in digital and traditional PR, content strategy and SEO copywriting. At Faith PR his remit will include strategic account planning and development across all digital disciplines, client liaison and line management responsibility for other members of the team as well as strategic input into the development of the business. A former sports journalist, Coates has worked at agencies Jaywing and Banana Kick, delivering award-winning digital PR campaigns on behalf of some of the UK’s biggest brands, including Ladbrokes, Asda, and Ebuyer. He previously worked for Faith PR as a senior PR account manager before developing his skillset to include digital PR, social media, web design, and SEO.