This week on the Brute Training Podcast, @snorribaron , founder of @baklandmgmt and one of the most connected athlete managers in the sport who works with some of the biggest names in CrossFit and HYROX, helping athletes land sponsorships, grow their brands, and build careers that last beyond competition, joins us and breaks down:
• How top CrossFit athletes build income
• Why HYROX is exploding
• What brands are really looking for
• Why some athletes make it and others fade out
• What young athletes NEED to hear before going all in
One of the most eye-opening conversations we’ve had on the business side of fitness.
Listen on the Brute Training Podcast on YouTube and Spotify.
A stellar weekend at the Drumsheds in London - escorting athletes to the battlefield at the World Fitness Project’s Tour Stop 1 event.
It was an unbelievably well operated event and in terms of the experience that was created for athletes, spectators and everyone else - this is done at a standard that I’d not mind getting used to. Big thanks to the WFP team for putting in this level of effort to bring shine and opportunities to the athletes.
It was an emotionally challenging weekend and there were a few scenarios that I wasn’t fully prepared for ... but for as long I stay on this earth there will always be new opportunities to learn and grow from.
As for the athletes. So proud of every single one of them. There were some incredible moments and storylines and so much to be proud and happy about. Might do a whole other post about all of that - but for now I’ll just take a bow for;
@aniolekaib@bergrosbjornsdottir@andreasolberg@bk_gudmundsson@fish_lydia@lindakeesman@colinbosshard@jellehoste@_helencarr_@ellawilkinsonxx@nate.ackermann@odalundekvam@manon_thewhiteshark@tolakinyo54
Thankful for the Bakland team. From my fellow agent and no nonsense business partner Lucile over to our trusty media team Mel and Ricard. I couldn’t possibly imagine a better crew to work and travel with than the three of them.
Looking forward to the rest of this year. So many cool events coming up, and I’m aiming to be present at as many of them as I possibly can.
Eru íþróttamenn bara fáklæddir áhrifavaldar með hátt VO2max??
Snorri Barón, hlaupari, hefur áratuga reynslu úr auglýsingabransanum sem hann heimfærði á umboðsmennsku og listina við að leiða saman íþróttamenn og fyrirtæki. Snorri veitir hér sína skoðun á því hvort leikurinn snúist um að verða sá besti eða sá vinsælasti: hver ber ábyrgð á vinsældum íþróttamanns, fjölmiðlar eða íþróttamaðurinn sjálfur? Er það vinsælasti eða besti íþróttamaðurinn sem á peninginn skilið? Eru einstaklingar að þykjast vera sponsaðir? Eiga íþróttamenn peninga skilið yfir höfuð? Hverjir fá samninginn við Nike og Adidas? Hvað vilja fyrirtæki fá út úr samstarfi? Þarf að sýna frá öllu lífi sínu ef maður ætlar að hafa eitthvað upp úr íþróttinni? Eru fyrirtæki of varkár?
Snorri rekur einnig samstarf sitt við Björgvin Karl (lirfan sem varð að fiðrildi), að hjálpa íþróttafólki sem fellur á lyfjaprófi og eigin raunir af því að fá annan séns í lífinu.
The Fun ones
with our Wedding Song. 🌈🌈🌈
We tried to get @kermitthefrog to sing it in person but ya know ... the blizzard and all .
Next time Kermie next time ..
2025 is done✔️
It was a year of life lessons where I was repeatedly reminded that I am NOT in control of anything except my own effort, actions and reactions. Despite a few setbacks, heartbreaks and gut punches the year was a good one filled with love, adventures, new and re-ignited friendships and good vibes all around. I may have turned one year older during the year but now that it’s done I somehow I feel 10 years younger. 2026 is now underway and I’m feeling optimistic and excited for what awaits. There are big things in the works and there might be one or two surprises planned too🤘🏼
HAPPY NEW YEAR to all of you. I’m truly blessed to have so many awesome people in my life and to get to do what I love on a daily basis❤️
The World Fitness Finals in Copenhagen eclipsed my wildest expectations. What an amazing event. Thank you to everyone on the WFP team for putting in the effort to ensure that the athletes, spectators, vendors, coaches, volunteers, staff ... agents … and everyone else, all had a great experience. The Bella Arena venue was perfect for an event like this so I’m glad they are going to run it back next year.
11 Bakland athletes secured a pro card invite for next year and a few more are on the bubble and hoping to secure a backfill spot. Now we all just eagerly wait to learn what the 2026 WFP season will look like so that decisions can be made and plans can be concluded.
With this event the competitive year of 2025 in the CrossFit space has come to an end and when all is said and done it’s been a good and productive year. Grateful for the awesome team of athletes we work with. An honorary mention goes to my agency counterpart @lucileph and our trusty media director / photographer extraordinaire @madame__mel and video wizard @ricording__ - the two of them have been such a good addition to the team and I have no doubts that we will do even greater things together in 2026.
@worldfitnessproject@baklandmgmt
No words can fully cover how proud I am of all these athletes and the fact that I get to work with them … but the picture on slide 2 captures it perfectly.
Missing from this photo are Emma Lawson and Colten Mertens who unfortunately didn’t get the group photo memo until it was too late☹️
It was a really good first day at the World Fitness Finals and we are all looking forward to the remaining 3 days. Let’s f***ing go!!!🔥🤘🏼💪🏼❤️👑
✍🏻 @baklandmgmt
📸 @madame__mel
