CrossFit, Inc. has been variously criticized and praised for its unorthodox approach to social media.[78][79][80] This approach has included publishing articles and tweets about non-fitness topics (including politics, philosophy, and poetry)[81][82] as well as directly interacting with other social media users and critics of the company's program.[1]

Due to CrossFit's official partnership with Reebok, competitors at the 2015 Games were banned from wearing Nike footwear.[32] Nike arranged for several trucks to be parked near the main entrance to the arena, which served as mobile billboards with the slogan "Don't ban our shoe, beat our shoe".[33] The partnership also prohibits Nike from labeling its Metcon shoes as intended for CrossFit – the brand uses the term "high intensity training" instead.[32]

He developed wacky routines: He had clients race their way through repetitions on a weight machine, and at one facility, he had them scramble up a 30-foot column in the middle of the room. Eventually, the owner of that gym welded disks to the pole to make him stop. "They added a hazard 15 feet up," Glassman cracked to clients, before signaling them to go up anyway. He got kicked out of that gym. He got kicked out of several gyms. "I've never wanted to be told what to do," Glassman says. "I think it's genetic."
He developed wacky routines: He had clients race their way through repetitions on a weight machine, and at one facility, he had them scramble up a 30-foot column in the middle of the room. Eventually, the owner of that gym welded disks to the pole to make him stop. "They added a hazard 15 feet up," Glassman cracked to clients, before signaling them to go up anyway. He got kicked out of that gym. He got kicked out of several gyms. "I've never wanted to be told what to do," Glassman says. "I think it's genetic."
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Greg Glassman and Lauren Jenai founded CrossFit, Inc. in 2000.[14][15] The company was conceived a few years earlier, in 1996, as Cross-Fit.[16] 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.[6] Coaches associated with CrossFit include Louie Simmons, John Welbourn, Bob Harper, and Mike Burgener.[17]
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