CrossFit: “What’s Your Why?”

This motivating piece follows the journey of a dedicated CrossFit coach as he reflects on the reason behind his relentless drive. Through early mornings, tough workouts, and moments of mentorship, we see that purpose—not just passion—is what fuels lasting change. “What’s Your Why?” challenges each of us to dig deeper, find meaning, and show up not just for ourselves—but for those who count on us.

Client: CrossFit

Director: Benjamin Mason

Assistant Director & Director of Photography: Caleb Akers

Editor: Caleb Akers