CrossFit began in 2000 when Greg Glassman and Lauren Jenai created a new fitness approach in California. The company licenses its name to affiliated gyms worldwide, which operate under the CrossFit brand. These affiliates use standardized training programs developed by CrossFit HQ. The regimen combines weightlifting, gymnastics, and cardio through constantly varied workouts. CrossFit's business model relies on membership fees from these independent affiliates rather than direct gym ownership. The company maintains a global presence through its network of licensed affiliates.