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Gary Gaines

Gary L. Gaines II is GM, Global Affiliates & International Business Lines at CrossFit LLC.

His career in operations began in 2005 with Enterprise Holdings, LLC in Boston, MA. He started as a Management Trainee within Enterprise’s management program and quickly ascended to the Regional Rental Manager position, overseeing the entire New England Market. In 2012, Gary was promoted to Assistant Vice President – Northeast Operations, based out of Headquarters in St. Louis, MO. Serving in this role allowed him to hone his interpersonal skills and learn the core competencies needed to navigate the business world.

In 2014, Gary moved to Southern California to take on one of the company’s lowest performing markets as Vice President. After 13 years with Enterprise, he decided to take an opportunity at Tesla to lead their Northwest Operations. He was quickly promoted to oversee the Eastern US and Canadian operations, directly reporting to Elon Musk. In 2018, Gary accepted an offer to be Vice President – Global Operations at Lyft. This role was critical in helping the company prepare for an IPO. Soon after, he transitioned to the COO position at SoulCycle, where he worked for 2 years.

Gary’s strong business acumen coupled with his passion for health and wellness, ultimately led him to CrossFit in 2020. As GM of Global Affiliates & International Business Lines, he is responsible for supporting, uplifting and empowering the company’s 15,000 global affiliates within 155 countries. Being a part of the leadership team at CrossFit has been one of the most exciting and proud moments in his career. He works tirelessly to help further their mission to be the world’s leading platform for health, happiness and performance.