Big Soda-funded organizations such as the NSCA and ACSM are lobbying for fitness licensure. Their cartel claims licensure would “enhance consumer protection.” But how would licensure really affect fitness? Would it help people, or hurt? Let’s see what a real expert says:  Licensing places higher education and apprenticeships requirements to be able to legally work, which disproportionately impacts the poor and minorities … [If full licensing of trainers is required], and if the market for trainers is similar to many other occupations, the number of trainers will […]

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Editor’s Note: This news first appeared in the Quebec French press. We have paraphrased the story and added some background in order to spread the news in English. Coke’s website states, “We do not advertise to children under 12 years old.” Their official marketing policy defines “media that directly targets children under 12 as media in which 35% or more of the audience is composed of children under 12.” Anyone who’s followed the news in 2015 may have reason to suspect that claim. Does […]

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Editor’s Note: As covered previously, Coca-Cola has failed to fully disclose its influence on health science. Below CrossFit employee Derek Fields helps Coca-Cola become more transparent. Big Soda is on the run. We have compiled a list of at least 216 organizations dedicated to health, nutrition, fitness, or sport that have taken money from Coca-Cola or PepsiCo. Four of the more influential organizations from the list have terminated their relationship with Coca-Cola (or had their relationship terminated) since Anahad O’Connor’s expose in the New York Times. […]

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In September, I became aware of a website called Mixify. The site is a production of Coca-Cola, PepsiCo, Dr. Pepper Snapple Group, and their mutual advocate the American Beverage Association, and it aims to help youth “balance what you eat, drink and do.” The site is a well-crafted attempt to make Big Soda appear morally responsible despite a growing mountain of evidence that soda is a major contributor to disease. Mixify teaches children to attain energy balance, which means matching calories expended to calories […]

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