The mega-agency will identify and negotiate opportunities for the company to promote itself through content, licensing, sponsorship and live events, which IMG also has the capacity to manage. Since its founding by Greg Glassman in 2000, CrossFit has an estimated 4 million-plus adherents globally, with more than 116,000 trainers certified for at least Level 1. According to the company, it is the largest gym organization in the world, with more than 13,000 affiliates.