![]() "There's a bazillion elements you have to hit," is how he sums it up.īut, if they can hit all those elements, they may be in on the ground floor of something big. He was brought in not because he's a huge functional fitness junkie-though, yes, he does CrossFit-but because he knows how to build a company and make it profitable. He built the consumer-facing side of WebMD back in the 1990s and sold his latest company, WellnessFX, last year. Further, who's attracted to female fans with disposable incomes and a predilection for fitness products? Advertisers. Yes, it might inspire women and further gender equality, but its main purpose is to attract female fans. "We're very calculated about what our product is intended to do," he says. ![]() ![]() In another, two women might race through a string of burpees, cleans, back squats, and pull-ups-and then, almost immediately, go through the same set again. In one race, three men and three women might mirror each other as they lift increasingly heavy weights, without letting the barbell touch the ground. Grid is contested over a two-hour match made up of 11 races, in which two teams go head-to-head in a series of strength tests. However, in contrast to CrossFit's "constantly varied high-intensity functional fitness," the National Pro Grid League is not a training regime. "It's completely different from the Games," says Valenzuela-except that many of the exercises are the same. Something more compelling than a bunch of ridiculously ripped folk competing in what amounts to an open gym exhibition. Grid's founder, Tony Budding, worked for the CrossFit brand for nine years, but harbored a plan to make a more commercial, spectator-friendly version. It's no accident that Grid was born out of CrossFit or that most of its stars, like Valenzuela, come from CrossFit.
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