On August 28, Andrew Hiller published a video titled, Patrick Vellner CRUSHED by Flip Sled. The video discussed several topics, but one in particular may have gotten back to CrossFit HQ.
At the 5:50 mark of the video, Hiller shows how recent articles written by Stephane Rochet on the CrossFit website were generated by AI.
You see, on August 27, the day before Hiller’s video was posted the Rest Day on CrossFit.com was an AI article based on an unlisted video of Rochet and Eric O’Connor talking about the Norwegian 4×4. The written article was passed off as actually being written by Rochet.
Then, going back week after week most of the rest day articles follow the same format. An article was written by AI based on the video content between Stephane and Eric.
Since Hiller’s video, only three articles have been published on CrossFit.com. Two of which are by Rochet. Neither link to a video. The other was written by Matt Bischel.
The last published article was September 5. Today is September 15.
It’s been 10 days. It’s the longest “no content” streak CrossFit has gone since a nine day break from January 19-28, 2026.
Maybe Rochet is just taking a break. Maybe he’s no longer writing articles. Either way it’s quite the coincidence that the articles on .com have basically stopped after Hiller called them out for using AI.
Instead of new articles being written, CrossFit is posting previously written articles. Last Sunday’s rest day article linked back to a June 11, 2025, piece written by Rochet.
The Thursday before that linked to an article written by Mike Giardina on September 14, 2024.
For a company where Bruce Edwards, the new CEO, says he wants to be a thought leader in the health and fitness space, using AI to write articles is not the way to go.
