Who are the Investors of the World Fitness Project?

Ever since the World Fitness Project (WFP) was announced, many have been curious who is financially backing this new fitness league. While Will Moorad has taken the lead from a public-facing perspective, all we have heard so far is that the group has investors.

During interviews with Talking Elite Fitness and Coffee Pods & Wods, Moorad and Jackson Terry, WFP Director of Operations, the question about investors and financial support came up. Both times Moorad and Jackson shared they have investors and that they have enough financial backing for multiple seasons.

I had heard rumors of an investor shortly after news about the WFP broke. After last week’s interviews I started to do some digging…

World Fitness Project, LLC

When talking about the conception of WFP, it was revealed that Moorad and Terry were planning on creating a fitness facility in Nashville, Tennessee, under the Goodlyfe banner. However, that shifted at some point in the past several months to creating a fitness league.

Knowing that Goodlyfe has operations in Alabama, I headed to the Alabama Secretary of State website to do an entity search.

Sure enough, World Fitness Project, LCC, was registered in the state of Alabama on October 11, 2024. The registered agent on the LLC certificate of formation was Beth Gillette.

The registered address is 6057 Danville Road in Hartselle, Alabama. That’s the same address as Camp Goodlyfe.

Who is Beth Gillette?

Beth Gillette is actually a Masters CrossFit Games athlete. Beth qualified for and competed at the 2024 Masters CrossFit Games this past September where she placed 13th overall in the 60-64 year-old age group division.

She has competed in the CrossFit Open since 2016 and has advanced to the Age Group Quarterfinals every year since 2019.

Outside of CrossFit, Beth is the CEO/Owner of PowerGrid Services, a company that provides overhead distribution construction, maintenance transmission line construction, and right-of-way clearing and vegetation management for utility companies, cooperatives and municipalities for most of the eastern United States.

Her husband, Quentin Gillette, is the President of PowerGrid Services.

World Fitness Project & Goodlyfe

Ok, but while Beth is a high-level Masters athlete and her husband appear to run a large, successful business, how did that connect them with Will Moorad and the formation of a new fitness league?

With the WFP having the same address as Camp Goodlyfe, it seemed like a good place to start.

Goodlyfe is a non-profit organization that “self-launches or partners with existing organizations to provide free gym spaces for kids to grow mentally, spiritually and physically.”

Goodlyfe was founded in 2023 by Isabelle and Jackson Terry. In 2023, the Gillette Family Foundation, a non-profit founded by Beth and Quention Gillette, provided financial support to Goodlyfe, the Keala Foundation and other service-oriented groups.

Jackson was the other guy with Will Moorad on the TEF and CPW interviews. We already know Jackson is part of the WFP. Isabella Terry, Jackson’s wife, is listed as the Director of Communications on LinkedIn, but is said to be the Executive Director in an article by BarBend.

Connecting the Dots

So now we know that Jackson and Isabella are part of both Goodlyfe and the WFP and that Beth Gillette formed the WFP entity. The question was then, how are all of these connected?

What I soon found out is that Isabella Terry is Quentin and Beth’s daughter. Isabelle and Jackson got married back in 2018. 

Thus, the connection. Jackson is Beth Gillette’s son-in-law. 

On top of that, the Gillette family has been donated money to the Keala Foundation, the beneficiary of the Ultimate Hawaiian Trail Run, via the Gillette Family Foundation. Will Moorad has traveled to Hawaii many times over the years for the Ultimate Hawaiian Trail Run and to raise money for the Keala Foundation.

Earlier this year, Moorad was named the Chief Development Officer of Goodlyfe. Alex Gazan also joined Goodlyfe and is in charge of Growth & Development.

Financial Backing

Now it is unclear if the Gillette family is the sole investor of the World Fitness Project. However, it does appear they have the financial means to cover the signing bonuses of the 40 athletes and the operations of three competitions this year.

When asked on Coffee Pods & Wods, Pedro asked about how the WFP is able to fund the guaranteed payments to the athletes. Jackson answered, “We’ve been blessed to be connected with some great people that really want to see the sport and ecosystem thrive and just see it grow into an actual tour season.”

He continued, “They’ve backed us and they have enough funds to sustain us for a good amount of time and we also have external investors that are ready to come alongside us when we get ready to expand even bigger.”

That comment about bringing external investors in leads me to believe that the Gillette family is the primary (or only) investor at this time.

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The WFP

The World Fitness Project’s inaugural season will be a three-competition series featuring 20 men and 20 women who have signed contracts to compete. They will be joined by “Challengers” throughout the season in an attempt to earn a Pro card in 2026.

The top 20 men and 20 women at the end of the 2025 WFP season will earn a Pro Card.

The three events will be split between the United States and Europe. While not officially announced, Justin Medeiros shared in a recent video on his YouTube channel that the Tour Events will be in May and September with the Finals in December.

At the time of this article, the WFP has signed 18 athletes.