Setting the New Athlete Standard

We want to be honest about something. Baseline is a small brand. We have a limited product range, a growing community, and a long road ahead of us. But we also have a clear mission, and we think it is worth explaining properly.

What We See in This Space

CrossFit has one of the most committed communities in sport. Athletes who train with movement standards, hold themselves accountable, and push each other further than most people thought they could go. The culture of this sport is built on continuous improvement and genuine effort.

The apparel side of it has not kept up.

Most smaller brands in this space operate on a simple model. Blank garments, added logos, minimal investment in design or quality. The market looks busy from the outside, but look closely and there is very little difference between them. On top of that, standard blanks simply lack the functionality required for a sport with movement variety like we see in functional fitness. 

Bigger brands will often move functional fitness to the sidelines and shift their marketing towards general fitness and other sports. What remains is just a handful of brands that actually try to make a difference.

That is the way Baseline has been created. Not just by making better products, but by raising what athletes expect from the brands they wear. This is what we call The New Athlete Standard.

Why it matters

We hold a genuine passion for this sport. It has changed us as a person, our daily lives and our friendships. Building something worthy for this community gives it a whole new perspective. 

By raising the bar of what can be done by a brand, we not only want to grow Baseline. If setting higher standards and putting in more effort pays off, others will have to follow. When more brands start putting in more effort, this will result in better athlete experiences overall. More competition at the top means better options for athletes. We are not trying to win by being the only ones who care. We are trying to win by caring more, consistently, and hoping that pressure spreads.

It is not something we do in secret, behind closed doors. We’re openly growing and evolving within the community. Talking with athletes, asking their opinions and feedback. We hear what works, and what doesn’t. That feedback loop might make things slower, but it makes things better too.

The Athletes We Work With

One of the things we are most proud of is the group of athletes who have come on board with Baseline. Real competitors who train hard, share our values, and are willing to be honest with us about what works and what does not.

We are introducing them one by one through the Journal. Each one has a story worth reading. They are not here for a sponsored post and we are not here to use them as a marketing tool. The relationship is genuine, and that is the only kind worth building. The first two athletes have been introduced already, and the next one will follow very soon.
Read the athlete introductions here.

What Comes Next

We’re still a small brand. This means the biggest things are still ahead of us. We’re steadily building and developing into new categories, new products and projects. Each of these are done carefully, going through the same process as everything before it. In-house designs, tested by athletes, done with extra care and preparation before being released. 

In the coming months we will release some of our most ambitious projects yet. Expect new limited collections, new products and a very exciting project before the end of the year. All good things take time, but we promise it will be worth the wait. 

If you do not want to miss any news or want first access to new products and releases, consider subscribing to our email or follow our Instagram to keep up to date.

Baseline is small right now, but the ambition is not. Follow along as we keep building, or head to the About Us page to read more about the brand.

Building with Ambition