My friend Phil Mancini would more quickly understand were it expressed in terms of someone stealing my name, DOB, and SS#. There is no moral, ethical, or legal difference. Had I a choice of having my name/DOB/SS# taken or "CrossFit" the choice would be very, very easy. Take my personal identity not my business identity. One theft creates contestable debt the other takes food out of affiliates' mouths.

I want to share with you all that the pressure you've brought to bear and the resultant search engine "awareness" of this man's larceny saves this small mom and pop a fortune in legal fees, and in the final analysis you're more effective and efficient than high priced lawyers who are fundamentally paralyzed when a miscreant like "The Man" thumbs his nose at them and hides behind a legal system awash in corruption and at risk of collapse.

Not pursuing this matter has been interpreted by courts as evidence for a de facto quit claim on the trademark. Inadequate defense of license has been grounds for loss of licensing rights. We fight for this thing or we're giving it away. There are 600 good men and women and thousands of trainers who have committed their resources, time, and lives to this movement. I'll not look the other way while someone takes it from them. Not anywhere. Not ever.