CrossFit—the super intense exercise regime embraced by the toughest, strongest, and often dubious bros out there—is hopping on the food kit bandwagon. And just as you’d expect, it’s as beefy as those that abide by this cult-like workout program.
In a partnership with Strass Brands, CrossFit’s box contains a variety of meats. And the thing is massive. For a whopping $215, you’ll get seven types of raw, uncooked sources of protein. Some of the items include beef sticks, grass-fed burgers, steak, and free range chicken. Try lifting all that weight, bro.
“Our community believes athletes must take a 360 degree approach to a healthy lifestyle,” Bruce Edwards, CrossFit’s COO, said in a statement. “Due to the physical intensity of our workouts, a critical component of a complementary diet is protein—it provides energy and fuels performance.”
It makes sense that CrossFit is getting in on the food kit trend. Other diet programs such as Weight Watchers and the Whole 30 already have have meal components available for purchase, offering direct convenience and easier cooking prep for their devoted followers. And that’s to say nothing of the popularity of meal kits in general. Subscription services like Blue Apron and Fresh Direct paved the way for all of these products to flood the market as well.
Of course the CrossFit meat box is available to all consumers, not just members of the tribe. However, its meat-aholic nature is best suited for mega-athletes, or dudes who just want to pretend they need to fuel up for a triathlon of epic proportions. (How many rib-eyes do you really need to chow down on, bro? Okay we’ll stop saying bro now.) Though it’s bound to attract the attention of paleo and keto acolytes across the nation, it’s far from a well-rounded diet. You may wanna pair that strip steak with a side of veggies, or even pasta, perhaps? (Haven’t you heard, it helps you lose weight now?!)
Header image courtesy of Strass Brands.