"I was trying to stick it to the [Institute for Health Metrics and Evaluation] for their invalidated models resulting in needless, economy-wrecking, life-wrecking lockdown..."

"... and when I saw they were announcing modeling a solution to our racial crisis, I was incredulous, angry, and overly emotional. Involving George Floyd's name in that effort was wrong."

Tweeted Greg Glassman, the founder of CrossFit who's now given up his position as CEO, quoted in "CEO steps down after inflammatory George Floyd comments/A major sponsor and affiliated gyms dropped their partnerships after Greg Glassman invoked Floyd's name when complaining about coronavirus restrictions" (NBC).

The Institute had tweeted "Racism and discrimination are critical public health issues that demand an urgent response. #BlackLivesMatter." Glassman's response was, first, the disastrously curt: "It's FLOYD-19." A few hours later, he expanded his idea:

Your failed model quarantined us and now you're going to model a solution to racism? George Floyd's brutal murder sparked riots nationally. Quarantine alone is "accompanied in every age and under all political regimes by an undercurrent of suspicion, distrust, and riots." Thanks!

Glassman had also said some things behind the scenes that made his problem worse. BuzzFeed reports that — in a Zoom call with gym owners — Glassman was asked why Crossfit's website didn't have a statement addressing the death of George Floyd. Glassman was recorded saying: “We're not mourning for George Floyd — I don't think me or any of my staff are.... Can you tell me why I should mourn for him? Other than that it’s the white thing to do — other than that, give me another reason.”

It’s the white thing to do... Who talks like that? To my ear, it sounds like left-wing critique of of white people — that white people are making these pious statements of empathy and support, and it's not really enough, it's fake and shallow, and he's the one who wants a real revolution. But it could also be someone who wants to stay out of politics and resists pressure to do what everyone else is doing. He might be using "white" in the sarcastic sense of the phrase "That's mighty white of you." In that light, it might be a way to say: Putting up those statements is virtue signaling.

In any case, Glassman was hurting his business, which was a brand that other businesses needed to want to pay to adopt as their own. That leaves little room for adamant self-defense.

Unfit.

"A tweet Saturday from CrossFit founder Greg Glassman that appeared to make light of both the death of George Floyd and the novel coronavirus pandemic resulted in a widespread backlash within the CrossFit community. On Sunday, Reebok announced it was ending its corporate partnership with the popular fitness company, and after some gyms said they were cutting ties to the CrossFit brand, and others said they’re considering doing so, Glassman issued an apology. Glassman was responding Saturday to a tweet posted by the University of Washington’s Institute for Health Metrics and Evaluation (IHME), in which the research center declared, 'Racism is a public health issue.' 'It’s FLOYD-19,' replied Glassman, 63. That sparked outrage among some owners of CrossFit gyms, or 'boxes,' as they’re called, that pay fees of several thousands of dollars annually to license the brand."

From "CrossFit founder jokes about George Floyd as Reebok, gyms drop the brand" (WaPo).

If what you're selling is branding, you'd better maintain that product. You're asking other people to put your reputation on themselves! You're not a solo, roving comedian. Even if it had been a great joke — which it wasn't — Glassman was an idiot to tweet it.