Our Mission
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Our mission is to eradicate the epidemic of weakness, one man at a time.
To shatter stereotypes surrounding aging men. To help men reclaim uncommon strength and vitality, and remain active, independent, and capable for a lifetime devoted to a higher purpose.
What we do
Health-first fitness coaching, par excellence
Train for a higher purpose
Open jars with ease
Ignore the status quo
Well-rounded training
The right thing, always
Real world capability
Love, serve, lead
Embrace the long haul
Seek challenges
Genuinely care
Minimum effective dose
Think outside the box
Exceed expectations
Lots of the things we love
What we don’t do
“Normal”
Fear the future
Accept frailty as inevitable
Skip dessert
Stay in comfort zones
Sneeze quietly
The whole “one-trick pony” thing
Idolize the appearance of fitness
Quick-fixes, shortcuts, secrets, hacks, gimmicks, fads
Train for ego, vanity, or other selfish reasons
Extreme/hardcore/elitist exercise
Run out of Dad jokes
Wear shoes (unless we have to)
Only talk about the good old days
Take ourselves too seriously
What we believe.
Aging is inevitable, but getting older is a choice.
We are meant to be healthy, strong, and capable into old age.
The fitness industry needs less muscle isolation and more movement, less specialization and more balance, less vanity and more purpose.
Conventional fitness doesn’t work, especially for aging bodies.
It’s better to be well-rounded than a one-trick pony. Specialization is for insects.
Baby steps take longer in the beginning, but they take you further in the end.
The best days are ahead of us.
Found your people?
Join us.
OUR FUTURE
I have a dream that one day healthy, empowered people of all ages will not be a rarity but the norm. That people will no longer accept disease, rapid decline, and dependence on the sick care industry as inevitable. That the elderly of the next generation will be more physically and mentally capable than the youth of our own. That the average person will be able to live with strength, resilience, and exuberance in service to a great purpose for all their years.
Part of me thinks this is wishful thinking. Maybe impossible. But I believe it is possible if…