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191019

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Bellows, New York

New York by George Bellows, 1911

In 2007, Coca-Cola and its partner, the American College of Sports Medicine, launched Exercise is Medicine (EIM), a referral scheme that encourages physicians to prescribe physical activity to patients, connecting patients with trainers who are willing to work within the bounds of EIM’s physical activity recommendations and limitations on nutrition advice. The companies launched EIM to influence the medical establishment and downplay the importance of proper nutrition in chronic disease prevention. Beyond the tainted history of its founding and ongoing attempts to conceal its true purposes, the Exercise is Medicine scheme is ineffective at best and serves to suppress actually effective fitness training at worst.

Read MoreCoke's Ineffective and Disingenuous Exercise is Medicine Scheme

The 2020 Open represents a turning point in the CrossFit Games season, for the first time taking place in October instead of February. Also, with 53% of Open participants living outside the U.S., the 2020 Open marks the first time international participants outnumber their U.S.-based counterparts. In this article, the analysts at CrossFit Beyond the Whiteboard highlight interesting statistics from 20.1. Which countries had the most participants? How competitive were participants around the world? What pace did an athlete need to maintain to finish the workout? How far along were most athletes when the 15-minute time cap hit? Here’s a look at 20.1 by the numbers.

Read MoreOpen Workout 20.1 Analysis

Comments on 191019

6 Comments

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Gregory Kerschbaum
October 21st, 2019 at 3:54 pm
Commented on: Coke's Ineffective and Disingenuous Exercise is Medicine Scheme

They are just banking on the vast majority of the population NOT taking the time to validate anything that Coke or the ACSM is saying. Its such a slippery slope, they want to keep putting out information that "sounds good" for them, doesn't matter that its not backed by any real science, and if no ones comes out and rebuts the information they get a foothold and just expand the claims from there. It is so unethical, and makes it so important that we continue to stamp out these claims right away and point out that they are patently false and are going to hurt people.

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Nicole Christensen
October 21st, 2019 at 2:24 am
Commented on: Coke's Ineffective and Disingenuous Exercise is Medicine Scheme

The fact that Coca Cola aims to align with anything health related and that the American population holds Its efforts in high regard shows how far we’ve fallen.

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Tom Hunt
October 25th, 2019 at 9:42 pm

Unfortunately it's really not new. McDonald's, Coke and others have piggybacked multinational sporting events to gain a foothold in emerging markets, whilst gaining a valuable association with sports in the eyes of children and parents alike, for quite some time. Their alignment with supposed guardians of scientific integrity in the last couple of decades is particularly scary though. With the rise of social media, it's likely to get worse. It's now easier than ever to partner these brands with sports, sports stars and sporting events on a level we can only have seen in our nightmares thus far.

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Greg Glassman
October 19th, 2019 at 1:13 pm
Commented on: Coke's Ineffective and Disingenuous Exercise is Medicine Scheme

This time it’s ACSM and Coke.


As an historical note, in the 90’s, the American College of Sports Medicine (ACSM) partnered with Pepsi’s Gatorade by encouraging hyper-hydration through fraudulent science that sold a lot of Gatorade, enhanced not one athlete’s performance, protected against neither exertional cramping, nor hyponatremia, nor heat-injury, but did kill a score and seriously injure thousands of athletes and soldiers.


Exercise is Medicine (EIM) is Coca-Cola’s plan to use the American College Of Sports Medicine (ACSM) to hide the deleterious effects of sugar on human health. To the extent that it works the program will be deadly.

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Jen Crichton
October 20th, 2019 at 4:18 am

And sadly EIM continues to be misleadingly promoted to the next generation — medical students, residents, and other healthcare providers across academic centres — as an honest and trustworthy driving force to help support us in providing the “best” advice to patients. The lure of an organization that truly aims to do this is strong for my generation of doctors, but it’s in fact CrossFit doing this work, not EIM under its veil of altruism.

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Shakha Gillin
October 22nd, 2019 at 5:31 pm

It was only a few years ago that Coca Cola was the major sponsor for the AAP and the AAFP. Conflict of interest, politics, and the business of medicine at its best.

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