We pay a premium for luxury, but luxury isn’t always premium. — We often assume that we’re paying for a premium product that will last longer than a lesser priced alternative by paying for a luxury item. However, this isn’t always the case. Although often used interchangeably, even by much of the marketing literature, subtle differences exist between a luxury brand and…

Say goodbye to the traditional bulk and cut phases with body Recomposition. Build muscle and stay lean year-round. — Traditionally, to maximise a person’s muscle growth, they would go through a “bulk” phase. This meant, they put on fat, which they then had to lose through a “cut” phase. This is often a yearly cycle, which means you look at your best for maybe a month or two over…

It's easier to market actors who look like superheroes. — The Rock is ridiculously muscular for a near-50-year-old. Born into this world as Dwayne Johnson, The Rock has evolved from pro wrestler into Hollywood's biggest male star. According to Forbes, The Rock was the world's highest-paid actor in 2020. Hollywood has a history of casting very muscular men in lead…

Marketing is supposed to help consumers, not mislead them. Exposing the lies, steroid use, and unethical marketing. — Deceit is a foundation for much of the fitness industry. Think back to the early 90s when television bombarded us with fitness infomercials. They sold us the idea that a simple piece of fitness equipment would give us abs in a matter of just "five minutes a day". Absolutely no…

Who doesn't love burgers? — Honestly, my burgers aren’t just the best, they’re the fuckin’ best. And healthy! I’m not here to tell you why they’re so good, I’m here to tell you how to make them for yourself. I mean, who doesn’t love a great burger? For you vegetarians, replace the patty with a…

How avoiding the scale helps me achieve my weight loss goals — Being a little scared to step on the scales isn’t unusual. Of course, some people never weigh themselves. They either don’t care about their weight or if they do, think it’s too hard to do anything about it. You probably won’t relate to this article if you’re one of the…

Why machines need to be part of your exercise routine to maximise muscle growth. — There seems to be a mentality in parts of the lifting community that you shouldn’t be using machines. Machines are sub-optimal for increasing our functional strength. This is probably true — just pick up something heavy and lift it, right? I had this attitude myself for a lengthy period. If…

A discussion about the stimulus-to-fatigue ratio and how it impacts your results in the gym. — Is fatigue negatively impacting your muscle and strength gains? Believe it or not, consistently training hard in the gym with taxing exercises like the squat means that fatigue will inevitably catch up to you. Fatigue reduces our performance. A reduction in performance means you won’t increase your strength or build…

Hugh is jacked, man. — Hollywood nice guy, Hugh Jackman. The 54-year-old has again built a superhero physique to reprise his role as Wolverine. It’s impressive, but his six-month body transformation defies Jackman’s age and logic. Hugh Jackman — a dirty liar. Jackman just won’t come clean about his steroid use, much like other Hollywood…