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As CrossFit kicks off its world domination push under new CEO Eric Roza, who just completed a European tour, the sport will undoubtedly find itself in an uphill battle in one region moving forward: Asia.
Roza’s post-pandemic landscape looks rosy in a number of emerging and Westernized regions, but Asia’s differing strategy when it comes to Covid-19 may prove a serious hurdle. China, which has been pegged by Roza and company as a vast, untapped market, finds itself stuck with its “zero Covid-19” strategy, enduring lockdowns after lockdowns, trying to chase variants out of the country with a vaccine proven to have low efficacy in Sinovac.
In an interview with the Hong Kong-based newspaper, the South China Morning Post in early 2021 before the pandemic hit, Roza threw out an ambitious number: 20,000…