Hero Culture was established in Vancouver, Canada in 2012 by Daniel Bergson at the prompting of his friends from CrossFit Vancouver who “wanted cool stuff”. Over the past 10 years, Hero is one of the world's longest standing CrossFit apparel brands. Hero is proud to partner with gyms, events and organizations across North America for CrossFit as well as other initiatives such as the Street Thug Barbers.


Our mission is to provide the highest quality apparel for the independent business owners of CrossFit gyms across North America - all while putting community over profits and standing up for marginalized individuals.

Everyone Is Welcome

We believe that each person is equal, and that equitable action is required to reach equality. Promoting inclusivity is important to us, which is why we invest in providing our community with symbols like the Hero "Everyone is Welcome Here" decal to help show that gyms are safe spaces for LGBTQ+ athletes.

Follow Hero Culture on Instagram to check out these decals in action.

Community Involvement

Since 2018, Hero has run its Toque Drive, which has gotten free new toques (and this year socks!) to thousands of houseless people in British Columbia, Alberta and Saskatchewan. 

Gyms can purchase Hero Toques to give and/or resell to it community members; for every toques purchased, one is donated.

Contact us if you'd like to join our movement, or would like to discuss ideas and options for your next fundraiser.

Community Contributions

Since 2016, the Hero team has volunteered its photography skills to the Street Thug Barbers, an organization that provides free haircuts and hugs every Sunday  in Vancouver's Downtown Eastside. 

Working with gyms, groups and organizations to capture the spirit behind community initiatives is one of Hero's passions, and we'd be excited to work with you on you next event.

Contact Hero Culture