Unfit.

"A tweet Saturday from CrossFit founder Greg Glassman that appeared to make light of both the death of George Floyd and the novel coronavirus pandemic resulted in a widespread backlash within the CrossFit community. On Sunday, Reebok announced it was ending its corporate partnership with the popular fitness company, and after some gyms said they were cutting ties to the CrossFit brand, and others said they’re considering doing so, Glassman issued an apology. Glassman was responding Saturday to a tweet posted by the University of Washington’s Institute for Health Metrics and Evaluation (IHME), in which the research center declared, 'Racism is a public health issue.' 'It’s FLOYD-19,' replied Glassman, 63. That sparked outrage among some owners of CrossFit gyms, or 'boxes,' as they’re called, that pay fees of several thousands of dollars annually to license the brand."

From "CrossFit founder jokes about George Floyd as Reebok, gyms drop the brand" (WaPo).

If what you're selling is branding, you'd better maintain that product. You're asking other people to put your reputation on themselves! You're not a solo, roving comedian. Even if it had been a great joke — which it wasn't — Glassman was an idiot to tweet it.