I’ve got a confession to make. I hate the fitness industry. I loathe it. Like many guys, I got sucked into the world of fitness and bodybuilding as a teenager. I fell in love with it and it’s been a major part of my life ever since. At the time I didn’t realize it, but the amount of misinformation that’s tossed around as fact in gyms, blogs, and fitness magazines is staggering. Fitness companies will often fund their own research (hardly objective), report partial truths, and spread completely unsubstantiated information just to sell a product. Money talks, and everyone from big companies to blog owners will embellish, use flashy words, or straight up lie if it means it’ll earn them a quick buck. This kind of behaviour is rampant in the industry and sadly most of the major players are involved in this kind of thing in one way or another. This isn’t to say it’s all bad. There are still some diamonds in the rough. It simply becomes harder to wade your way through it all, and without some serious experience in the field, it can be next to impossible to tell it apart from the “bro-science.” That’s where we come in. We’ve earned a reputation for going head-to-head with some of the giants, challenging them publicly on their bogus claims (perfect examples are our rebuttals of the Paleo Diet fad and the anti-grain movement). Due to our unwillingness to gobble up information unchallenged and without proof, we’ve come to be known as an outliers in the industry, outlaws if you will; on the run from gimmicks and fad diets ever since. A brand was born.