Vivify U Stripped Of title at The Battle (Crossfit Licensed Event).

Last week, The Battle concluded with the triumphant victory of the Vivify U male team. However, regrettably, the story did not conclude as anticipated. A few days prior to the commencement of the competition, the women’s team from the same institution faced disqualification, prompting The Battle organizers to revoke the men’s team’s title for the same reason.

According to the competition organizers, the Vivify U athletes were deemed ineligible to participate as a cohesive team due to their diverse affiliations with different fitness-related activities, whether professional or otherwise. Despite this, they all fall under the umbrella of the Vivify U Performance Management Center, where they engage in collective training or follow personalized fitness programs tailored to their individual capabilities.

The disqualification of the women’s team naturally sparked controversy, as it was a subject of disagreement for the three female athletes for various valid and comprehensible reasons. However, the subsequent disqualification of the male team, only after their victorious achievement, raises questions regarding the timing and rationale behind this decision. According to Ricky Huyser, the Head Coach of Vivify U, it is important to note that The Battle had full knowledge of and granted approval for both instances.

From an external perspective, it appears that the concept of a « super team » is the underlying issue. Just as water is wet, in a competition we compete. In a sport that thrives on pushing beyond one’s comfort zone, it is challenging to accept that facing top-tier athletes may be regarded as problematic. Furthermore, if disqualification arises from a group of disgruntled individuals, it becomes difficult to fathom that they have managed to find sympathetic individuals willing to hear their grievances. 

The issue at hand extends beyond a mere mindset problem; it is fundamentally a structural issue. When patronizing a five-star hotel, we anticipate standards commensurate with the establishment’s ranking. In the same vein, what are the exact standards of a licensed Crossfit® event? What assurances are provided upon registration?

Two months ago, a global gym in Morocco was sentenced in court for unauthorized use of the Crossfit® brand, demonstrating the ability of Headquarters (HQ) to safeguard its brand even as far afield as Africa. This instance underscores the necessity for the brand protection to be more comprehensive. It should ensure that the Crossfit® name is not merely paid for usage, but also correctly utilized once paid for. Numerous stakeholders are investing in this brand, including athletes, gym owners, coaches, and event organizers. It is therefore crucial to recognize that internal threats can potentially be more damaging than external ones.
A brand value is based on the quality of its product, rather than the quality of its replications.