 So we're hit guys and inadvertently kind of a whole rest of the industry is now latched on to high intensity in some Former fashion as maybe defined differently than we would use it, but they're definitely calling it that Rather than than trying to find out, you know, how little can they work? They're trying to know the pendulum has swing totally in the opposite direction How much hard work can we do not just work? But how much really ridiculous hard work the crossfits the insanity these these things Why do you think all of a sudden work hard work is in vogue? I mean it's just this kind of brain sort of picking out that while the sudden those of us who've been Attempting to just work really really hard for a really long time now all of a sudden everybody else Oh, it's really really hard to even if they're defining it differently Bill. I don't know I just can't I want to think there's a cultural like guys, but I don't think there is no I think it's just the fetish nature of the exercise industry. I think it's just It's turn the next thing. It's just it's turn Now in the literature side of things the pendulum is really swung towards high intensity and Finding out how brief you know what the minimal effective dose is so in the in the scientific field They're really swinging our way and they've swung so far our way I'm just waiting for the the backlash and the pendulum to swing in the other direction. Why all the hard I Think a lot of it probably spawns out a crossfit. It's done a beautiful job of tapping into the the 30 to 40 year old Yuppie mentality of Johnny quest and you know They're not gonna know what Johnny quest is But just that whole you know, I'm You know Because you know her one the core with his with his movement idea I think he actually has something there as far as trying to change physical education Yeah in America or in anywhere for that matter because one of things I picked up in graduate school is really interesting was that this idea of not like You know being strong to be being good enough in your body to be useful in other things rather than just being a walking sculpture In actually in the physical education literature There's a backlash against like sports-based physical education because kids can opt out so early and they learn nothing about how to move Yeah, they don't even learn the game because if they can get tagged out first thing They're not comfortable their bodies. They're just out big movement in the 50s and 60s It was very much like move Nat. Yeah in elementary school physical education I mean, I remember I was in middle school. They even had a book about it called toughen up And it was all these kids, you know monkey bars and doing the human flag and all this sort of stuff Teaching the human flag to kids. Yeah, that's crazy and That just gradually fell out of vogue and now Well, I can't imagine. I thought it was in it was in you know my talk earlier when I was saying how you know We're in a high Stimulating it highly stimulating environment and so these kids are always clicking the dopamine button It's no surprise that boys sit in class and they just go. Oh my god. It is so boring But I can remember, you know, 15 minutes at 15 minutes of recess twice it You know, you had your lunch recess and you had like two intermittent I was eight nine years old 15 minute recess I go out scream like a kid Run around and I could sit for the next two hours and pay attention. Yeah, like that was all it took and it's just You know, I just now hopefully it swings back in that other direction Well, you know when I was a kid We had the president's physical fitness test twice. Yeah, that's still existed when I was like when I was in high school Yeah, but I haven't heard anything of it now. They actually in my kids school They had a presidential fitness award thing Last year they did away with it Because it was you know encouraging Competitivism and wasn't fair to the kids that weren't as athletic and in turn that was discouraging the less athletic kids from Participate, how do you tease out that data and be like clearly? It was the presidential fitness program that made this kid get a D in math You know, there's no data. It's just a you know Now the political correctness gone wild the high schools in my town Part of their gym. They have exercise machines cardio machines. So it is more fitness-based than sports-based But it's just like it's just like corporate fitness, right? It's the top guy as a fitness guy They can justify the corporate fitness right that guy top guy leaves and the accounts come in. It's gone It's gone. What do we use the square footage for get rid of right? Yeah, so it's the top guys, you know preference I guess Well, you know, it's it's funny kind of you even see that in places You think should have should actually be on board with this Like we were as a company trying to get in with St. David's a hospital in in in Austin there We're and we're trying and they built this beautiful like 2000 square foot like fitness center for their for their people kind of adjunctive to their McKenzie physical therapy clinic And the things like that cobwebs like like nobody's using it at the rate that that they thought it would be used And it's it always blows my mind how many times I'm driving across town And I drive past one of the hospitals and all the nurses outside smoking Oh, yeah, just like a litany and then there and then there's the guy of course with who's who's drug his IV out Toot me's out there smoke. Yeah, it's just like I Don't know one of the things that came away through my graduation about health education is like you can't just rationally present Things to people you can't just be like here is the Interpersonal like like dare dare to keep kids off drugs doesn't like drop the drop the car from the crane now I remember I was gonna talk about here we go drop the car from the crane and the crash is like This is what happens if you're if you're high and you get a car wreck and all the kids go cool Yeah, they don't they don't get excited excited about that and health and fitness simultaneously You have a whole slew of people who need it and they can't be reached rationally They need like structural changes to their lifestyle or they need Some amount of some amount of I'm gonna say community intervention perhaps too strong word But facility being able to facilitate getting over some of those hurdle excuses like you're talking about in a marketing sense But we in the fitness industry kind of have but not we necessarily in this room But the fitness industry in general they have the sort of highest shiniest fruit I use this in Al Jago if you're under an apple tree and you're hungry. What do you do? You're usually grab an apple, but if you're in the fitness industry What do you do? You try to climb to the top of the tree and get that apple like inherently it becomes this incredibly complex thing Overly complex thing right out of the gate for so many people if they can start it. It's inherently unsustainable. They crash They never go back. This is the New Year's resolution cycle Well, and this is what we talked about eight years ago ten years so though Which was where where hit if it is a phenomenon say Drop the ball was by emphasizing how hard and how brutal the workout was and how big But that wasn't what the general public That that wasn't appealing to the general public the general public would have found the peeling half hour once or twice a week That you know, you know the real the real Real basics, but the real. Yes. Yes Early nor less marketing and I don't even know if it was marketing at the time was look how efficient We made strength training so they have more time to go practice go do your martial arts go do your sports and Then somehow it got it got turned into you know It really seemed to succeed in spite of itself because I don't know if it was like this for the Nautilus fitness centers for you Like it was for me back in the mid 70s when they just blew up everywhere But what you got from the community that was just clamoring like standing in line in the morning to get in It was like a Nautilus Center was like studio 54 You know, it's like a big dude with a velvet rope just to get in kind of that was genuine though That wasn't manufactured like nowadays, right? But it but it didn't come out of their marketing it came in spite of their marketing It was just like all these things are cool-looking and it's different and All the all the beautiful people are doing it So everyone wants to do it. We have nothing to do with their actual marketing approach It just right happened or again How much Arthur made in spite of the fact you didn't like have like non-competes with the people buying his equipment or like like Darden to talk more about this but like sell these lines of equipment and it was like the agreement was like two lines It was like yeah, it it was a way People could get out of it in in a very reasonable way and go off and somehow not do the Nautilus method Not that whole thing. I think my Dr. Doug McGuff who had a great talk today to my left buildy Simone who's been training people about as long as I've been alive Yeah, as long as I'm in a yeah, yeah, and based on talks yesterday So what we're gonna do is a kind of as a point of interest ten years ago, roughly What was the sticking point for so many people reading the book was it? Physics was it physiology? Well, you know First it wasn't so I'm not a professional writer. So this wasn't an assignment. I didn't have a market in mind I had injured myself and this is me working out over really four-year stretch me working out what happened and discovering what I prefer to as a disconnect between exercise and biomechanics and So basically I rebuilt my own Process of working out and then I realized what from all my notes and sketches and diagrams women. I have something here But I didn't know what it was. I didn't know if it was a commercial book. I didn't know if it was an academic book so I just put it together and Had a smile bound because I didn't know I remember getting that book Yeah, and of all the ones you've written That's my favorite one because when it came to me it like has this little note scrolled on it It's like big and my own blah blah blah and like please read this. Tell me what you think and I Well, it's so cool because you were living through your thought process you were thinking on paper and I was like one One exercise, yeah, and I have a lot of stuff in the studio. I have to do one these things Why do you think all of a sudden work hard work is in vogue I mean it's just kind of brain Sort of picking out a lot of wild of sudden And the turn of the 1800s with health food and then I'm forgetting the name of some of the guys in the late 1800s with these like full-on You're gonna you know be barefoot. You're gonna be naked. You're gonna be training for an army fat Yeah, that's right. That's right the lion and