AT 12:30 p.m. on a Tuesday, the chief executive of Datalogix was spider-crawling across a conference room floor. All around him, account managers and data analysts were thrusting 20-pound medicine balls overhead, while their Spandex-clad co-workers sprinted up and down the lobby’s carpeted staircase.

A panting, red-faced software developer rested against a railing as a colleague rushed past. “Push it, Karin!” she cried in encouragement. Minutes later, having regained her strength, the developer was back in the conference room, completing her fourth set of jumping squats while a muscle-bound trainer studied her form.

Since the summer of 2010, Datalogix, a Big Data company in Westminster, Colo., has offered these classes, called CrossFit, twice a week for its employees. CrossFit gained early popularity among law enforcement officers and military personnel, but lately, both large and small businesses — judging that fitness programs can bolster employee morale, improve productivity and reduce health insurance premiums — have taken an interest. This fast-growing fitness trend combines weight lifting, gymnastics and endurance training and has attracted more than 10 million practitioners around the world, according to the company, about 60 percent of them women.

“My enthusiasm for CrossFit knows no bounds,” said Eric Roza, 45, Datalogix’s supremely fit and upbeat chief executive. In fact, his enthusiasm led him to open with his wife a 10,000-square-foot gym in downtown Boulder, Colo., called CrossFit Sanitas, where he generally works out at 5:30 a.m., five days a week, though he will occasionally join his employees, too.