FloSports goes all-in on CrossFit: all divisions on one streaming platform

CrossFit and streaming service FloSports announced an exclusive media partnership last month, one week before the start of the CrossFit Games. It was the first time that all divisions, from masters to teams and adaptive athletes, were available to watch live worldwide through one platform.

During the Games, FloSports also produced a daily recap show on YouTube, reaching a wider audience beyond its paid platform. This shows that the company is not only targeting subscribers, but also aiming to build brand awareness.

For Dutch viewers, this is a relevant development. In previous years, the viewing experience was fragmented across multiple channels, particularly for divisions outside the elite. This partnership puts an end to that.

Whether FloSports will hold the rights long-term has not yet been confirmed. The deal does appear to be a serious investment in the growth of CrossFit as a spectator sport, which is good news for the international fan base.