Meet Your CrossFit Mentors

Aimee (CF-L4) CrossFit journey began in 2008 when her first workout left her unable to stand straight for three days — despite a decade of consistent fitness. This transformative experience led her to travel 500 miles to Maine for her CrossFit Level 1 Seminar, and just three months later she opened her own affiliate, CrossFit King of Prussia, which she still runs today. With over 15 years of experience, Aimee has worked as a head trainer and Flowmaster on CrossFit's Seminar Staff, coaching tens of thousands of athletes and mentoring many who have opened their own affiliates. Since 2018, Aimee has been providing global coach development, helping individuals reach new levels mentally, physically, and emotionally through CrossFit. Language: English

Andy (CF-L4) is the owner of Dragon CrossFit in the UK, where he has transformed his life through the CrossFit methodology. The journey of opening an affiliate has not only shaped him as a husband and father but also opened doors to opportunities that once seemed out of reach. Despite the challenges along the way, Dragon CrossFit has grown into a thriving community, supporting 10 staff members and 450 athletes. Andy is deeply committed to providing positive opportunities through fitness and fostering a supportive environment where his team and members can thrive. Language: English

Arianna (CF-L3) is the owner of CrossFit Trastevere in Rome, Italy, and holds a bachelor’s in Business Administration and Marketing. With 12 years of experience as a professional swimmer, Ariana has transitioned her passion for fitness into CrossFit, where she also mentors gym owners. For the past two years, she has guided owners in both coaching and business, helping them implement strategies and standard operating procedures that lead to increased retention, average revenue per member, and customer satisfaction. Ariana believes every gym should be a place of joy and fulfillment, just like her own, and she is dedicated to ensuring other box owners can achieve that same feeling. Languages: Italian and English

Brandi (CF-L3) began her CrossFit journey in 2009 and started coaching in 2010. She also launched a CrossFit Kids program in 2010 and has worked with athletes of all ages. From 2013 to 2015, she co-owned an affiliate, then in 2016, opened Bainbridge Island CrossFit in Washington. She has been coaching full-time ever since. With an MBA from Villanova University and a background in sales and marketing, Brandi understands the challenges of running an affiliate and is dedicated to helping others turn their affiliate ownership into a rewarding career. Language: English

Bre Davis-Shoemaker, OTD (CF-L3), has spent over a decade coaching kids of all abilities, empowering them to move, move well, and enjoy the process. As an occupational therapist, founder of the Get Kids Moving Program, and member of CrossFit Fort Vancouver, she’s passionate about fostering confidence in kids—and equipping teachers and parents to do the same. Language: English

Brunno (CF-L3) is based in Brazil and is co-owner of Missão CrossFit with his twin brother. He has a bachelor’s in Exercise Science and a master's in Physical Activities Sciences. He began his fitness journey in 2007 and discovered CrossFit in 2014. Brunno earned his Level 1 Certificate in January 2015 and became a Certified CrossFit Level 3 Trainer in June 2018. Following a successful CrossFit Seminar Staff internship, he joined the Seminar Staff in February 2019. In 2020, Brunno joined his twin brother in owning and operating Missão CrossFit. Languages: Portuguese and English

Chad (CF-L3) is based in Pretoria, South Africa, and has owned CrossFit Pretoria for 13 years and CrossFit One For All for three years. With over 15 years of experience in CrossFit, Chad has been a Seminar Staff Flowmaster and mentor for 13 years, coaching Level 1 and Level 2 Certificate Courses. As the Country Manager for Africa, Chad brings extensive expertise to the community. He holds a bachelor's degree in LLB Law, but in 2011 he decided to leave his career as an attorney to open his first affiliate — a decision he's never regretted. Languages: English and Afrikaans

As a collegiate distance runner, Emily (CF-L3) thought she knew fitness—until she discovered CrossFit. The constant challenges of the methodology hooked her, but it’s the incredible people who’ve kept her coming back. After more than a decade of shared effort, grit, and the pursuit of daily improvement, she can’t imagine a better community to be part of in today’s world. Coaching others isn’t just her job—it’s her passion and purpose. Languages: Spanish and English

Foued (CF-L2) began his CrossFit journey in 2012, and his first experience was transformative. In 2017, he and his partner opened CrossFit La Marsa in Tunisia to share his passion and create a space that fosters not only physical fitness but also a strong, supportive community. As the Country Manager for the MENA region, Foued has built connections with gym owners and trainers across the region, gaining invaluable insights into the best practices and challenges in the CrossFit world. Languages: French and Arabic

Over a decade ago, Gareth (CF-L3) discovered CrossFit while trying to spend more time with his then girlfriend and now wife. He became an owner at Second City CrossFit 10 years ago and has since navigated and learned from countless challenges, ultimately developing systems that allow the affiliate to thrive independently. By empowering a talented team, Second City CrossFit has grown to provide full-time employment for multiple staff while delivering a world-class experience to over 200 members daily. Now serving as the Community Support Manager for the UK and Ireland, Gareth is dedicated to helping other affiliate owners succeed. Despite stepping back from daily operations, he remains a regular at their 7 a.m. class. Language: English

Gene (CF-L3) is based in Palm Springs, California. He is the owner and head coach of Foundry CrossFit, which he started in his garage in 2009 with no prior experience in exercise or training. Over the past 15 years, Gene has gained extensive knowledge and enjoys sharing it with others. In addition to leading classes and private sessions at his affiliate, he’s a member of the CrossFit Seminar Staff, teaching Level 1 and 2 Certificate Courses. Gene takes great satisfaction in helping Level 2 participants enhance their coaching skills and discover new approaches to teaching, seeing, and correcting. Language: English

Hollis (CF-L4) owns CrossFit Santa Cruz and has trained with Coach Greg Glassman, Nicole Carroll, Mike Burgener, Kelly Starrett, and many other prominent coaches over the years. Language: English

Jacqueline (CF-L4) is based in Vienna, Austria, and owns CrossFit Jacked. She brings over 30 years of experience in ice hockey, including roles at the NCAA, professional, and national team levels. A former NCAA Division 1 athlete and Team Austria U18 Women’s Ice Hockey coach, Jacqueline has a wealth of knowledge and experience for her athletes and coaches. Jacqueline has been coaching CrossFit for 12 years and was the first female CF-L4 in Europe. She has experience managing three affiliates simultaneously, overseeing 700 members, 30 coaches, and staff. Jaqueline holds a bachelor's in Business Marketing with additional degrees and certifications in English, Theater, and Digital Media. Languages: German and English

Jared (CF-L4) started his CrossFit journey in 2010 and began coaching in 2011. In 2013, he opened his first affiliate, and by 2019, he had joined the CrossFit Seminar Staff. After moving from upstate New York to Tennessee in 2020, Jared opened his second affiliate, integrating it into an off-road dirt bike racing training facility. In 2022, he relocated to Alabama and opened his third affiliate. With over a decade of experience, Jared is dedicated to the CrossFit methodology and building strong, vibrant communities at each of his affiliates. Language: English

Jocelyn (CF-L4) has been running a CrossFit affiliate full-time with her husband since 2008, gaining extensive experience in nearly every aspect of affiliate ownership and coaching. With Seminar Staff experience since 2020, she is dedicated to sharing her knowledge and helping the next generation of affiliate owners and coaches succeed. Her expertise includes negotiating lease agreements, buying and selling commercial property, managing business partnerships and investors, handling multiple affiliate locations, and streamlining operations. Jocelyn also specializes in member retention, leveraging technology for stress management and mental health, and navigating the unique challenges of operating a business with a spouse, including pregnancy and maternity leave. Language: English

Joe (CF-L4) is a certified teacher in Michigan with a Bachelor's in Kinesiology from the University of Michigan. He has 12 years of experience as a PE and health teacher and served as a high school strength & conditioning coach for seven years. A CrossFit Seminar Flowmaster who has led over 500 seminars, Joe was also a CrossFit regional qualifier from 2011 to 2014. Language: English

Joe (CF-L4) is based in Boston, Massachusetts, and is an 11-year trainer for CrossFit Seminar Staff working on Level 1, Level 2, and Online Level 1 Seminars. A former affiliate owner, Joe now spends around 12 hours a week coaching, personal training, and mentoring coaches at local affiliates. His dedication to coaching development is key to his success in these roles. Outside of CrossFit, Joe is a full-time firefighter who enjoys skiing, mountain biking, and outdoor adventures with his wife and two boys. Language: English

Lachlan (CF-L3) is based in New South Wales, Australia., and owns CrossFit Red One and CrossFit Red Two. With a background in the cycling industry and a lifelong commitment to fitness, his journey into CrossFit began when he attended his Level 1 Seminar and was struck by the precision of the methodology and the professionalism of the CrossFit Seminar Staff. This experience fueled his ambition to open his affiliates and become a red shirt. Lachlan credits his success in coaching and business to staying true to the foundational principles of the CrossFit methodology. Language: English

Larry (CF-L3) is based in Boston, Massachusetts, and owns Commonwealth CrossFit and CrossFit Accolade. Larry's journey in fitness began after a collegiate sports career and a foundation in strength and conditioning. First, he joined a gym, then progressed to part-time coaching, full-time, and finally, head trainer. Larry has purchased and opened gyms, supported affiliates, and served in nearly every aspect of the CrossFit ecosystem, including as a member of the Seminar Staff and CrossFit HQ employee. Language: English

Matt (CF-L3) is based in Robinson, Illinois, and owns CrossFit Final Call. Matt began his CrossFit journey in his garage in 2012 and started running garage classes in 2016. He opened his first location in 2017 and expanded with a second location in 2019. During this time, he became involved with Two-Brain Business and worked as a mentor for two years. In 2021, Matt purchased and built a permanent home for his original location and sold his second location in 2023. Matt is an Enlifted Mindset Coach Level II, and loves mentoring coaches and business owners to achieve their goals. Language: English

McCoy (CF-L4) is based in Bali, Indonesia, and owns CrossFit Conscious. He brings over 17 years of experience as a physical training instructor in the Royal Navy to this role. His career has spanned roles from rehabilitating injured soldiers in Afghanistan to mentoring future trainers at the Royal Navy Physical Training School. McCoy is a Flowmaster with a decade of experience on the CrossFit Seminar Staff, leading over 200 Level 1 and Level 2 Seminars across Europe and Asia. In 2023, he became a Certified CrossFit Coach and now coaches others as part of the CF-L4 Mentor Review Team. Language: English

Nuno (CF-L3) is based in San Diego, California, and has been coaching full-time since early 2009, dedicating over a decade of his career to CrossFit Invictus. Initially pursuing a teaching credential in 2008, Nuno discovered his passion for coaching and hasn’t looked back. He has been on the CrossFit Seminar Staff since 2012, becoming a Flowmaster in 2019, and has traveled globally to share CrossFit's methodology. Nuno has also launched two legends programs for individuals 55+ and managed a running group of mostly CrossFit athletes for over 10 years. He currently mentors Seminar Staff and is eager to share his extensive coaching experience through this mentoring program. Language: English

Pedro (CF-L4) is based in Lisbon, Portugal, and owns QF CrossFit. Pedro started his CrossFit journey in 2011 and has been a gym owner for over a decade. In that time, he has owned several gyms in seven locations, ranging from small to large facilities. Pedro has experience training kids and masters athletes, and has been working with CrossFit business owners for several years. As a Seminar Staff trainer and Flowmaster, Pedro has the chance to travel the world and meet thousands of athletes and entrepreneurs in the CrossFit world. Languages: Portuguese, English, Spanish

Pete (CF-L4) is based in Ottawa, Ontario, Canada, and owns CrossFit Petra. Pete's CrossFit journey began in 2010 after a firefighter recommended checking out CrossFit.com. Since then, he has owned both large and small affiliates, trained individuals ranging from kids to grandparents, and competed at the Games individually and as part of a team. As a Seminar Staff Flowmaster, CrossFit Kids coach, and Precision Nutrition Level 1 certified, Pete has traveled the world delivering Level 1 and Level 2 Seminars. He is dedicated to mentoring and sharing his extensive knowledge with others. Language: English

Weonwoo (CF-L3) is based in Seoul, Korea, and is committed to supporting people's health in hospitals, CrossFit affiliates, and many other places. By learning through his mistakes, he can help and guide people to see the results they want. Languages: Korean and English

Zach (CF-L4) has been a dedicated part of the CrossFit community since 2005. Based in Overland Park, Kansas, he brings nearly two decades of experience in the fitness world to the table. From 2008 to 2019, he successfully opened, owned, and operated five CrossFit Affiliates in the Las Vegas Metro area, helping countless people transform their lives through fitness. Zach's expertise goes beyond the Affiliate floor. Since 2010, he has been a member of CrossFit's Seminar Staff, leading Level 1 and Level 2 Courses. His passion for CrossFit also led him to compete at the CrossFit Games four times, a testament to his commitment to his own fitness. His deep understanding of the challenges and rewards of owning multiple gyms makes him uniquely equipped to guide others toward building thriving fitness businesses. Language: English

Zia (CF-L2) is the owner of 15-year affiliate CrossFit Counter Culture in Encinitas, CA, and has been coaching CrossFit for almost 20 years. She is now at a point in her career when she has time to help others do what she’s done. Zia has assisted many gyms in setting up business plans and budgets to guide their success. Before opening her gym, she worked in accounting. Coupled with her CrossFit experience, she has a lot to offer her mentees. Zia loves CrossFit and truly believes the affiliates are the heart and soul of the brand. Language: English