 And we're back from commercial. So Doug, am I right in kind of describing what you're trying to do is you now have any website talking about what you call fitness medicine? Is that what you've kind of, it's been titled on there? That's what the web design is about. So is this, are you gradually trying to take on more like consulting type stuff, trying to expand? I'm just trying to monetize that sort of activity of a hobby gone wild a little bit better than what bodybyscience.net was just to kind of keep fanning the flames of keeping the book in the sub 5,000 range on Amazon because that now results, you know, twice a year, a nice little royalty check comes along and just kind of keeping it alive. I just don't want to let it just peter out, you know. So that was there, but this is more to engage people in phone consultation and if you need to help setting up a facility or business advice and doing that sort of thing, equipment selection, you know. You've been on a podcast lately, so it seems like that might have been helpful. I mean, getting into kind of spreading out and. Yeah, I mean, you do one of those, you got to clear out the email. You know, I got the email scheduling software, kind of like, okay, clear that slate, get ready and then a bunch of phone consults and stuff will come in. That's great, yeah, that's great. So, you know, it's interesting about keeping it alive though. I was, Skyline, I was talking last night, there's a franchise, I think it was based in Tennessee or so. Seven minute workout once a week. No cap. In a small studio, a piece of equipment where you can do a light press, chest press, a row and then there's like a multi piece. Computer tracked with vibration plates. That's part of the seven minutes. And so they got your book in. And they're trying to franchise, you know, basically your model. Plus a vibration plate. It's like dumb and dumber, it's like that. You can't have a workout in six minutes. Seven minute abs. That's funny. And it's right, because we're kind of talking about how there are a lot of, there seems to be a move towards trying to, I don't know what. There is an element, there's something about a sweaty underground nasty gym that's just like a lot of, if you've ever trained in a powerlifting gym, it could be bad for your back when it's all said and done, but you feel like you're 10 times stronger just because of the environment. But it's simultaneous as I get like a clinical, if you're appealing to the public, these people don't know what they're doing, they're dressed appropriately. There are computer monitors, so I can see how they can sell that seven minute workout idea to a number of people. Well, I guess we'll see. I think we're ripe for a backlash. Well, there's that, and plus, but I don't know that the clinical, I don't know that going to the dentist's office for your workout, how well that works. I think people, consumers still, even though they may say, well, I have to do this for my osteoporosis, I have to do this for my joints, they may say that, but I still think it's gotta be, it can't be overly clinical experience. You know, my place looks like somebody's living on, deliberately, I deliberately do not have rubber mats on the floor and cinder block walls. It's deliberately a carpet and some pictures or whatever on the walls, a paint job, because they still have to voluntarily show up one, two, or three times a week. And if it's, you know, shh. Yeah, with the dentist's noise and everyone's all buttoned up, I haven't seen that work, let's put it that way. I think you get, I think you get as close as you can get as like the khakis and like the colored shirt, like you almost like a golf pro. Which is pretty much my attire, yes. And it's funny that you kind of, so do those battle robes, you still have those battle robes? I do. Did they tear up your carpet? They don't. Okay. First of all, no one, first of all, my equipment will never wear out because people use it under control. So the battle, I looked at the, so much stuff in fitness, the hype is so over the top you can't help, like again, in the influence community, the hype is so over the top you can't help but really lash out against it. Sure. But this may be, you know, one or two valid uses for the piece. Sure. So with the ropes, I don't have there people slamming the rope and throwing the rope and all that stuff and playing tug of war with the rope. They do like an alternating sort of a wave. So each arm is doing this and it's in a rhythm and I do it for 30 seconds and the last 10 seconds I tell them go faster. So it's like a set. And there's no weight pushing back on them. So it's a little bit of a metabolic workout for the upper body. I don't have to worry about it pushing there, I don't have to worry about whether they go back too far because when they stop, the rope stop. But that's the only thing we use it for. One exercise. And I have a lot of stuff in the studio I have to do one exercise. We have a piece like that at our Rosedale facility that it's called the 360 actually for manufacturers at this point. You see it, that's the 360, it's the 360. It's almost like calling any tissue Kleenex. You just say that's the 360. And it's got three pistons on it, it's meant to be used for all the upper body stuff. It's just concentric resistance. We kind of use it like it's a self-limiting exercise like 30 seconds, let's go ch-ch-ch-ch-ch-ch. And then so they're able to exert very high intensity, motor units start dropping out and they start slowing down. They harrow their self-limited, nothing's gonna fall on them. And it's like, all right, now let's go do the real work. You felt like you've been worked out. Now let's go do a pull down on the air x. Now let's go do this. It's something for their head at the beginning of the workout. And you know, and all of this stuff too. Like again, I was in part of Super Slow Gilder. If you can fit it in a half hour and it's not harmful, why not? Because as we, as everyone's come to the same conclusion, a lot of things work. Sure. And you, yeah. Well, here's the biggest conclusion is everything works. A skeletal muscle is the most plastic adaptive tissue that is ever on the face of the earth. That's why there's so many different opinions about how to do it. It all works because it's adaptive tissue. Well, that plasticity, I've always kind of told clients and you can kind of, either confirm or deny what I tell them, I go, this is why most injuries are not muscular. It's like connective tissue in nature or the joint itself. It's, because the muscle tissue is so plastic, it's rare that like the bicep tore in the middle, right? Yours was, yours was a tendon. Yeah, it's a tendon at the end. Like nobody, like nobody's carrying down the center. Well, some, no, some, there are, there are pack of interesting. I had a conference. I say nobody. I'm being slightly exaggerating, but it's right. Slightly, but powerlifting injuries. You see a lot of, you see a lot of, where they have both the pectoral right in the middle. I wonder if that's natural or like supported like the shirts that put that, that give them like the elastic power. I don't know, but I used to work with the orthopedic surgeon who did a talk for me and he had, I forget who it was, there was a powerlifter in the early 90s who had a both the spectral and he had done the surgery. Yeah. He had powerlifting pictures of him and he had surgery pictures of him. And it was, The interesting thing is when you ferret out really what happened with this or that injury, it is usually a lot more about the biomechanics and the position you were in than it is about exactly the manner in which you were doing it. Sometimes it's a combination of the two, but you got to get in a pretty bad orientation to really bring that kind of harm on. Well, yeah, I'm thinking of some of the injuries I want to refer to tomorrow. These are so, such gross injuries. You know, like guys doing barbell step ups, like why you would do that? I don't know. Doing the barbell step up and falling off the bench. Yeah. Or scraping the front of your channel. Scraping the box. Or bench pressing and missing and crushing their jaw, or their throat. I mean, these are not even to the level of, gee, was it the joint or was it the muscle? They're just such gross mistakes that even those fundamental anatomy of biomechanics should tell you, oh, this is going to be a problem, be careful here. And yet because we walk into a gym and touch a barbell or a machine or a kettlebell, all that stuff goes out the window. Well, it's interesting too, because there's a level of respect not paid to a lot of exercise. I mean, if you watch the Lackadaisical Nature in which a lot of these people, even if they're strong guys, lift. Like Pavel Sotsilin has a saying where he talks about, I wouldn't say it's entirely false, but I mean, where do most of our clients get injured? Away from the gym, doing something that you're looking at, like something they don't respect. Like I'm reaching in the back of my car for my purse and I pulled my shoulder, you know, and it's like, well, why did this happen? I've lifted all this weight. I go, because you don't lift weight back here in this terrible compromised position and you thought you could just lift up your giant ass purse and everything would be okay. And so there's an element of, if nothing else too that comes out if it is this idea of perhaps, again, to a fault is respecting what you're doing. You know, if you're inherently slowing down, you're being forced to pay attention to the process a little bit more and you increase your margin of error just especially as you're getting stronger and stronger and stronger. That's definitely a helpful thing. Now, then the question becomes, does that even matter in the face of all the weight? If you're really, really strong as you talk about it, you'll work up to some level and your joints start hurting. You gotta back off and do it all over and kind of figure out that middle ground, which is kind of what led you into writing the body blade book that- Right, that went nowhere. That went nowhere, but it's still a lot of good ideas out of that. It was a little too far ahead. Yeah. A little too far ahead because I wrote stuff about the body blade, I included the rope in there, and again, a couple of things, each of these devices, they're not complete 100% useless. There's one or two things they do really well. And frankly, wanting to figure out what those one or two things are is really a marketing call on my part. Because when I opened up, I had just weight training machines, just nitro and dumbbells and such. And invariably, someone come in, oh, do you have a treadmill? And I would watch into the typical hit response to that question, eyes glaze over. Lost customer, yeah. So I said, okay, this is not a good idea. So I got a handful of cardio-orgometers. And then, oh, do you have functional training equipment? No, but, chew, gone. So finally I said, okay, forget this. So now I have a boso, I have a body blade, I have ropes, I have A of everything. So now the answer to the question is yes, I have it. Yes, I have it, yes, I have it. We're gonna do it the way I decide we're gonna do it. But yes, I have it. And now it's no longer a thing. So that really stems from a marketing concern. Because I never thought that hit approach of giving the prospective client a lecture. Why would they just ask it's stupid? I didn't think that was a winner. I just didn't, intuitively, it didn't work for me. It's interesting. I've always kind of taken the stance of like, you don't go into a steakhouse asking for pizza. I've used that analogy many times. Right, right, right. But at the same time I get your point where it's a situation of, because when I worked at champions all those years ago, invariably the people paying for personal training would do that come in, they'd grab their silly blue towel and they'd get on a bike or on a treadmill and just do it until coach is ready to train them. Like it was almost like getting up and brushing their teeth in the morning. Like it was the thing that they had to do before they worked out. And then when you remove some treadmills, all of a sudden they were like, they knew it didn't do anything for them. It wasn't the real workout, but all of a sudden they were just like, but where did they go? Why can't I do them anymore? Like it was just some weird twitch in the back of their head. Yeah, in commercial places like that, you always, there's just so much ritualized behavior going on. And I think a lot of people do it just because it's so imbued into our public consciousness that that's a good thing to do. It's like recycling isn't, but you know, why is that good? But you know, I think, right. You know, it's all nine makes me feel good and that's what I'm gonna do. Well, that's funny too, because I was floatin' that question to when I was selling the ARX. Someone was like, I really like doing my cardio. Go, well, why do you have to do cardio? Cause I have to do cardio. Like it was like, what's the zeitgeist behind it? And finally her husband's like, she likes doing stuff with her friends. I go, okay, that's cool. You can use this and do more of that. Like as soon as I understood why she wanted to do something about it. And I wouldn't even bother picking at the question. Yeah. I wouldn't even butt heads on the question, you know. Oh, I was just trying to find her motivation why she thought that she needed to do that. And we're in Austin, fortunately. People are gonna go out and do that anyway. So my whole thing is like, this is foundational strength. You're building the strongest foundation you can. Go do whatever you want with it. Not everybody's so lucky to have that infrastructure for that. Like in New York in health clubs, you would coach, be ready for when the person asks if you have a pool. Cause invariably the person, it's very interesting whether it's New York health clubs or even I find it in the studio. Even though people wanna make a change in their own behalf, this change starting working out is going to improve their life. It's gonna be better for them. But it's still a change to the status quo. And so they look for, and I'm deviating into sales think or marketing think, but they look for any reason not to upset the status quo. So people would come in and say, do you have a pool? And if you didn't, oh thank you, I really wanted a pool. And so one sales guy and I said, he turned around to him and said they were off the hook. That's right, they don't have to make this change. And so one sales guy turned around and told everybody to listen. Ask him, oh, how much do you swim? And then most of them are gonna say, oh, I don't swim, I just thought it'd be nice to do. And then he can steer it the way you want it. So it's very interesting that even though this is, I don't think you have to convince any consumer that there are benefits to exercising regularly. Whatever the form, the modality is. You don't have to convince them, they know. But it's still a change in routine or their comfort level. Even though it's an unhealthy comfort level and it's only gonna benefit them, any excuse. Oh, do you have a bowl soup? No, oh, well you don't really need, I really want to work on a bowl soup. I used to find people would come up and they would blurt out, what is the cost? And I would watch a reception and say, it costs $40 a session. Oh, thank you. I'm like, something's wrong here. So one day, someone comes up, what is the cost? And I go, boom, boom, boom, boom, boom, boom, boom. I say, oh, let me get you a fee schedule. Have you worked with a trainer before? And I wasn't being deceitful, I was just trying to get past that question. I was gonna give it a tell what it cost. Because buried in the question is getting off the hook. Right. Like we talked about before. Yes, have you worked with a trainer before? And invariably that got the person talking about whether they did or they didn't and what problems they were having. And now the question in their head, you can almost see the gears turn was, can I afford this to how can I afford this? Yeah. Again, because you know what? They don't know the vocabulary to say, how's this gonna help me? So they fall back on, what does this cost? Because it's an easy no and they don't have to make any changes. We're gonna take a quick commercial break, we'll be right back. Dr. Doug McGuff, who had a great talk today to my left, Bill D. Simone, who's been training people about as long as I've been alive. Yeah, as long as I've been, yeah, yeah, yeah, I've been based on talks yesterday. So what we're gonna do is kind of as a point of interest, 10 years ago, roughly. Just 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, because 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 was 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 from all my notes and sketches and diagrams, I said, wait a minute, 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 any, you know. I remember getting that book. 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 man, blah, blah, blah. And like, please read this, tell me what you think. And I was like, oh, holy shit. It was so cool because you were living through your thought process. You were thinking on paper and I was like. One exercise. And I have a lot of stuff in the studio I have to do one of these things. Why do you think all of a sudden hard work is in vogue? I mean, it's just kind of brain sort of picking out and all of a sudden 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 going to be barefoot. You're going to be naked. You're going to be training. You're going to be renormic fat. Yeah, I got renormic fat. That's right. That's right. The lion.