Our Principles

Community First

In every decision, the first question asked must be “Is this best for the affiliates and the community?”

Truth in Fitness

Evaluate and question “established science” and expose corruption in the exercise and nutrition sciences.  Support, promote and disseminate sound scientific findings.

Pursue Excellence

Look to be the best at what we do.  Look to help those who represent the brand (affiliates, coaches, and athletes) to be the best at what they do.

Autonomy For Affiliates

Allow gym owners to make decisions about how best to run their affiliate, the best affiliates will succeed.  Offer optional education (education/training, knowledge/best practices, tools, roundtables) for those who want them.

Effective Communication

Communicate to the public through media the truth about fitness and the solution available at affiliates, communicating to affiliates what HQ is doing to support them and how their fees are being spent,

Transparency

Make our mission clear and explain how any decisions support this mission.  Answer any and all questions from affiliates honestly and openly.

Protection

Litigate against IP theft and insurance fraud, provide legal protections for gyms as a whole, provide affiliate-specific liability insurance, proactively prevent legislation aimed at harming affiliates, the company, and the brand.

Validation

Make the case for the efficacy of the methodology.  Make the case for working out at an affiliate with coaching and community.

Education

Educate trainers, community members, and the broader public on the importance and efficacy of the methodology and nutrition.  Remove barriers and increase incentives to education for coaches.

Responsible Growth

Grow the pie, don’t take a bigger slice.  Grow the company and revenue by first growing the demand for what our affiliates offer.  Grow the number of affiliates when and where the demand requires it.