"There comes a point in most workouts where you question what you're doing and you simply wish it would end. This happens for me in longer workouts usually---one's that are over 15 minutes and/or 7 rounds or more. I'll be plowing along and in the 4th round out of 7 I'll think, "This is stupid. I don't even care about my time. If nobody were here with me I would stop." It's at that very moment that I draw on information that I received at Greg Amundson's CrossFit Goal Setting Course. I remind myself to think positive. It takes effort but I have to block out those negative thoughts and concentrate on, "Feeding the right dog....the dog of courage." Greg beautifully illustrates how to set this plan in motion and if practiced it can have an immediate impact on your outlook both in and out of workouts. I use pieces from the Goal Setting Course in my daily life and my daily workout and the results have been nothing short of amazing."


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Our History

CrossFit Headquarters – 2002

For Greg Amundson, CrossFit is more than a physical fitness program: CrossFit is a Way of Life. Greg has been training and coaching CrossFit for nearly 15 years. [video]

Greg started his CrossFit training in December 2001 at the original CrossFit Headquarters gym in Santa Cruz, California. As an Athlete at the first CrossFit gym, Greg was coached and mentored by CrossFit Founders “Coach” Greg and Lauren Glassman for over five years.

Greg assisted “Coach” Glassman on the training staff of the very first CrossFit Level 1 Seminar. With the launch of the CrossFit Headquarters (AKA website and CrossFit Journal, Greg was instrumental in providing the photograph and video content that has been viewed by thousands of people Worldwide. Much of the early video footage of Greg’s workouts and technique demonstrations, including the first CrossFit DVD called “Try This At Home” have been credited with inspiring the current generation of CrossFit Athletes to begin their CrossFit training.

CrossFit Certificate Course – October 2003

Greg has been referred to by his peers as an “Ambassador of CrossFit” and the “Original CrossFit Firebreather.” Greg has traveled around the United States and World teaching the movements, theory and practical application of CrossFit, Goal Setting and the combative system Krav Maga for over twelve years. Greg’s contributions in developing the CrossFit brand and lifestyle have been chronicled in the bestselling books Inside The Box and Learning To Breathe Fire. Greg has been described by his peers as the “Original CrossFit Firebreather”. 

In 2007, Greg was gifted ownership of the original CrossFit gym in Santa Cruz directly from “Coach” Glassman.  Due to Greg’s work demands as an Agent with the Drug Enforcement Administration (DEA) and his relocation from Santa Cruz to the Southwest Border of Imperial Valley, in 2009 Greg and his former wife Mallee Sato transferred ownership of CrossFit Santa Cruz into the capable hands of current owners Hollis and Daniele Malloy.

Greg and Mallee – CrossFit HQ 2007

When Greg and Mallee first arrived in the Imperial Valley, they worked out together in their small garage gym. However, within a few months, brave co-workers and friends Greg met at the Navy Base swimming pool, Brazilian Jiu-Jitsu and boxing classes started to ask questions and inquire about learning CrossFit. Before long, CrossFit Amundson Imperial Valley was born.

For Greg and Mallee, this was their dream come true: The heart and soul of friendship, service and giving back to those who wanted to learn. It was CrossFit at it’s purest. Over the course of just three years, Greg and Mallee grew their 400 square foot garage gym into a thriving 14,000 square foot premiere training facility. For great history on the birth of CrossFit Amundson in the Imperial Valley, we recommend reading Greg Amundson’s CrossFit Journal Article called, “How To Grow A SuccessFul Garage Gym.” In January 2012, Mallee decided to part ways with Greg. Shortly thereafter, Greg premanently relocated to Santa Cruz to re-open CrossFit Amundson. The gym in Imperial Valley was purchased by Mallee and was renamed CrossFit Imperial Valley.

The 14K square foot former CrossFit Amundson in Imperial Valley

Today, Greg owns and operates CrossFit Amundson in Santa Cruz with a hand-picked Team of Trainers. Greg continues to travel extensively, teaching the CrossFit Goal Setting Course, CrossFit Kettlebell Course and CrossFit Law Enforcement Seminars around the World. Greg is also the owner and lead instructor of Krav Maga Santa Cruz in Santa Cruz, CA and is the Founder of the apparel company Firebreather Athletics.

Published Books by Greg Amundson

Greg Amundson CrossFit Journal Video’s

Greg Amundson “Old School” CrossFit Video’s

Greg Amundson CrossFit Journal Interviews

Greg Amundson CrossFit Journal Articles

Greg Amundson CrossFit Law Enforcement Videos

  • Greg Amundson Law Enforcement Seminar [video]
  • San Diego Police Fitness Project [video]
  • Greg Amundson and Chief Jim Band at Oregon City Police Department [video]
  • Los Angeles Sheriffs Department SEB Unit “SEB CrossFit” [video]

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