CrossFit should have pushed the games back to not compete with the Olympics

That's just Marketing 101.

Make it one week later. It's not as if the Olympics snuck up on them or they didn't know the dates of the Paris games years in advance.

There's an off chance they can pick up some of the "watching random sporting events on TV" crowd, but if one major goal of the Games is to help box owners by creating publicity for CrossFit, I am surprised that they did not consider the impact the Olympics would have on the potential audience.