Our Story

“We want CrossFit athletes and coaches to have the best workout of their life, every day.”

When I first walked into CrossFit Laguna Beach in 2009, I had just finished a decade building a software company back in Chicago. The long hours, sloppy eating (mmm pizza), and stress had taken their toll. I had the body to show for it.

It felt strange at first to be treated like an “athlete” by CFLB owners Nick, Jimi and Madeline. After all, it had been a long time since the high school baseball and swim teams. But their matter-of-fact confidence in me was contagious and, after a few weeks, I signed up Shayna too.

athlete pushing up barbell

She had just given birth and, in retrospect, I probably should have asked her first! But the community spirit and physical transformations happening in this place just couldn’t be ignored.

Like drinking from a firehose, we took it all in. Through several years of humbling workouts, competitions and certifications, we had changed our thinking on the role of nutrition and exercise in our family’s life. Who knew that 100 words could say so much?

We realized that we weren’t alone.

This community of like-minded people, from many walks of life, shared common attitudes and goals about health. Even more, status here wasn’t determined by your education, paycheck, or even your position on the leaderboard. In this community, it is effort and progress that we honor and celebrate.

group of athletes in the gym

After moving to Colorado, we wanted to give back and, like many others, we thought about opening a box. But when we joined Nicole & Eric’s incredible box, CrossFit Roots, we knew we had found our local tribe. So what could Shayna (a talented designer) and I (tech/biz guy) do to support this movement?

The WOD is the heart of your box.

In our CrossFit journey, something that stood out was that the best boxes had two things in common—excellent coaching and a strong community. The equipment, the location and even the monthly prices didn’t seem to matter much. In fact, we realized that a top-tier affiliate was defined by those two ingredients.

tallying pieces on gym floor

And, since coaching and community come together in the WOD, we knew that we wanted to build a CrossFit-specific workout tool that helped others have the best workout of their life, every day.

“The WOD is the heart of your box. It is what your coaches teach, it is what your athletes come to do, and it is what we all talk about.”

So, We Built a Place for Athletes and Coaches

We wanted to create something that made athletes feel more prepared and connected. We built the SugarWOD mobile app as a place where CrossFitters can give and receive support from their box-mates, while tracking their own progress.

For coaches, we wanted to better prepare them to provide high-quality, personalized training to their clients, while providing affiliate owners with a way to scale a sustainable, thriving business, so that they can spend more time developing their coaches and athletes.

athlete rowing

Why call it “SugarWOD”?

It’s a joke. We think that sometimes, just sometimes, we can take ourselves too seriously in the pursuit of functional fitness nirvana. So instead of www.ExplosiveWODMania.com, we went with something a bit light-hearted.

There’s probably a core group of fire-breathers that already have great workout preparation and tracking habits. SugarWOD is a “workout experience for the rest of us.” We want everyone in your box to be involved, and we hope to do this with a sense of style and fun.

While we think that SugarWOD is pretty sweet and addictive, we fully recommend that you keep sugar out of your diet. Except on your birthday. And donuts.

You are leading this movement.

We’ve changed a lot since we started as a free service in 2013. With your feedback and support, SugarWOD has grown to be a full-time business, with a team serving nearly over 2500 affiliates every day! Along the way, your community has incredibly shared nearly 35,000,000+ workouts and given over 125,000,000 fistbumps to each other. We’re excited to see what comes next!

You’re changing lives and we’re here to support you. Please check out our demo videos. If you like what we’re doing, consider giving SugarWOD a go at your box by starting a free trial.

Fist bumps,


Drew and Shayna
Boulder, CO