CrossFit, Inc. has been variously criticized and praised for its unorthodox approach to social media. This approach has included publishing articles and tweets about non-fitness topics (including politics, philosophy, and poetry) as well as directly interacting with other social media users and critics of the company's program.
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Greg Glassman and Lauren Jenai founded CrossFit, Inc. in 2000. The company was conceived a few years earlier, in 1996, as Cross-Fit. The original CrossFit gym is in Santa Cruz, California, and the first affiliated gym was CrossFit North in Seattle, Washington; there were 13 by 2005, and today there are more than 13,000. Coaches associated with CrossFit include Louie Simmons, John Welbourn, Bob Harper, and Mike Burgener.