Jessie Williams

CrossFit has been a huge part of my life, both personally and professionally, for many years. Professionally, I managed Nike’s global CrossFit business for 5+ years, at their Global Headquarters near Portland, Oregon, overseeing, amongst others, the Nike Metcon CrossFit shoe and the Nike Romaleos Weightlifting shoe. During my tenure, I worked closely with (and at times, trained alongside) athletes like Mat Fraser, Josh Bridges, and Sara Sigmundsdottir, created athlete-specific footwear, developed marketing campaigns, and led CrossFit Games activations. After I left Nike in 2020, I joined R.A.D Global as part of their Board of Directors and spent time consulting for TYR as they prepared to launch their own CrossFit footwear line in 2022.
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Personally, I learned CrossFit “on my own,” as I trained at Nike’s corporate gym, but due to CrossFit’s sponsorship agreement with Reebok (at the time), we were not allowed to have an affiliate/CrossFit coaching. Even so, there was a group of athletes who trained at the gym, and while we all followed different CrossFit programs, we had a community. To this day, I love CrossFit’s methodology, as it appeals to the analytical and competitive sides of my physical goals, and the community enriches my heart and soul. The learning and growth never stop – mentally, physically, and spiritually – so the work is never done and it always stays fun. In 2019, with the termination of Reebok’s sponsorship of the CrossFit games, I helped to bring a CrossFit affiliate to Nike’s corporate gym, and am one of the founding members of BRS CrossFit.
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In 2020, I moved to Whitefish with my wife, Kyna, and two daughters, Nevan, 10, and Emmy, 7. There, we joined a local CrossFit gym and found ourselves with a strong social circle of like-minded, hardworking friends. Owning a gym and creating a community has been a lifelong dream of ours, and in 2023, Kyna and I finally turned our dreams into reality, when we opened Switchback CrossFit. Now, a tight-knit community of hard-working, passionate people gather daily to pursue better together.

You’ll find me at the gym A LOT; coaching, cleaning, working out, or hanging with members...but when I’m not at SBCF, you can bet I’ll be adventuring with my family; dirt biking on trails, camping near a body of water, surfing, snowboarding, skiing or fly fishing.

Why I Love Coaching: I believe every athlete* has so much potential, and I love helping people get more out of themselves, whether they realize there is more in there or not. (* If you have a body, you are an athlete)

My "Why": To be healthy, as long as possible, so I can live life to the fullest with my wife, daughters and Flathead Valley community.