Uploaded May 2026 | Updated September 2026, 6 hours ago

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This week on the Brute Training Podcast, we sit down with Snorri Baron, founder of Backland Management and one of the leading athlete managers in CrossFit and HYROX.

Snorri has worked with athletes like Sara Sigmundsdottir, BKG, Emma Lawson, Lucy McGonigle, Ricky Garard, and many more while helping shape sponsorships, athlete brands, and careers behind the scenes.

In this episode we talk about:
• How sponsorship deals work in CrossFit
• Why HYROX is growing so quickly
• What brands are looking for from athletes
• The reality of trying to make a living in fitness sports
• The future of CrossFit competitions
• Advice for young athletes chasing the Games

If you’re a CrossFitter, coach, competitor, or fan of the sport, this one gives a real look into the business side that most people never hear about.

Drop a comment with your biggest takeaway and let us know who you want to see on the podcast next.

Subscribe for more episodes every week.

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