Jessie Williams
Jessie Williams

Age: 45

CrossFit Opens: 7

Best CrossFit Open Finish: 120th Worldwide Men 40-44 (2023)

Other Passions: Dirt Biking and all things Snow + Water


CrossFit Level 2
CrossFit TrainingPregnant & Postpartum Athletes Certification
CrossFit Scaling Certification
CrossFit Judges Certification
Former head of Nike's CrossFit footwear line
Founding Director of R.A.D Footwear
Consultant on all things TYR Footwear
Bachelor's Degree from Penn State University & Master's Degree from Portland State University

Owner, Head Coach

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.

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.

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.