Greg Glassman is the founder and CEO of a rapidly growing fitness company with millions of fanatical customers. To hear him tell it, though, he is merely the caretaker of one of the great wonders of the world.
He compares CrossFit, his business, to the "natural process" that created the Grand Canyon. His contribution? "We didn't f--- it up."
As he told CNBC at the Iconic conference in Boston, "We are the stewards of something fairly spontaneous."