The article doesn't mention CrossFit, but those organizations and individuals are closely related to the themes in this thread.
Dr. Steven Blair is a former president of the American College of Sports Medicine. And the Exercise is Medicine program that the article mentions was founded by Coke in partnership with the ACSM.
One cornerstone of the Exercise is Medicine program is fitness licensure, which ACSM and friends are lobbying for. As Greg Glassman wrote in another thread
"Exercise is Medicine is another Coca-Cola initiative that will make it tough—and eventually illegal—to talk about any of this, at least and get paid. When exercise becomes 'medicine,' then pointing out that Coke is poison will be malpractice."
Links above are w/f safe.