 Welcome back to the 21 convention guys our next speaker has been involved in the pharmaceutical industry for many years he's attempted to better the nation's health through the use of pharmaceuticals however when he began to improve his own life through diet and exercise he began to see an incongruence between what he was doing in the pharmaceutical industry and the way he was leading his own life so when he saw an opportunity to partner with efficient exercise in Austin Texas he sees that opportunity and he's been very successful and effective ever since please welcome to the stage Keith Norris what's up guys just want to say and ladies just want to say that how excited I am to be here speaking with you guys and just want to thank Anthony and Herman Steve for putting this on good good stuff here to go into a little bit a little bit deeper of why I can stand here in front of you and speak is it is an expert on physical culture it's been a long long learning experience just to quickly dive into to my youth at about 12 years old I'm really going to date myself here but at about 12 years old I had a number of things happen in close proximity to one another one of those was meeting Arnold Schwarzenegger and at an opening of a sporting goods store this was in 1975 right about the time of the 75 Olympia also at that time Pumping Iron if any of any of you have ever seen that documentary that was just about to roll out also if you can remember at that time also 76 Olympics were gearing up and as a young kid I was really following Bruce Jenner at that time and the first Rocky movie came out so all of these things kind of came together to a kid who was just getting into playing football in Central Texas which is huge it's a religion in Central Texas I was also involved in martial arts and a you track and field and I was lucky enough to be surrounded by coaches who were forward thinking enough to to show me and to teach me that one I could better myself through physical training through training for these different events and not just rely on any kind of any kind of inherited talent that I might have had which was I will say limited because I continued on in the physical culture in in the pursuit of working out to better myself so I could compete on a higher level knowing all the time that my the talents I came into this world were rather limited so I trained myself to be better but anyway those three things meeting Arnold face-to-face and I can say that at that time he was an enormous human being enormous and as a 12-year-old kid I was just starstruck but also at that same time I remember following Bruce Jenner in thinking that guy's a phenomenal athlete but he's did does not look anything like Arnold so what what's going on here obviously obviously we train for two different things we train for aesthetic purposes hypertrophy we also train to better ourselves in in an athletic environment and I was trying to piece this together as a 12-year-old kid and that's what started my my path to physical culture I knew there had to be there had to be something there on top of genetics obviously certain people are geared genetically towards hypertrophy and in towards aesthetic ends there are also people who are geared genetically towards an expression of this in the more athletic realm and there is a whole lot of people probably everyone in this room including myself who's somewhere in the middle what gets neglected normally when we talk about physical core culture are these people in the middle most everything you read is geared towards a high-end athlete so then it's up to you to try to figure out if the high-end athlete is doing this what do I do I don't have that time I don't have time to spend four or five six hours a day on the track in the gym I just don't have time to do that so what am I to do and what generally happens is what I see happening is people try as best they can number one either to emulate that as best they can while they're working while they're going to school it won't happen it can't be sustained for long you can't do that so what generally happens is after that people just drop off the face of it if that's what it takes for me to be athletic if that's what it takes for me to be healthy I can't do it I don't need it I'm gonna have to find some other pursuit I'll just let it go but I'm here to tell you that that's not true you can you can do quite quite a bit even though you're not a professional athlete even though you cannot put that time or dedicate that time into that pursuit what I'm gonna draw up here in just a second is kind of the 30,000 foot view of what I term physical culture everybody needs a roadmap and everybody's roadmap is gonna be a little bit different but everybody's roadmap the template is gonna look the same the trick is finding your place on that map to find your place or where you are now and where you want to be and then plan a route of how to get from A to B and that's what we're gonna talk a little bit today how to do that you know how do I put that together how do I even start we start with a roadmap okay this is what that roadmap looks like real quick first thing we want to look at is health okay health as opposed to performance and I'll split performance up into aesthetics and sporting performance because those are two totally different two totally different directions health whenever we start whenever we start on a training program health and I'll get into what I what I term health because that's wide-ranging health winds up looking like this once we start training obviously our health goes up then we hit a gray area right around in here that gray area continues on over to another area here and I'll explain these points here in just a bit then a curious thing happens as we go along as we continue to train as we continue to increase intensity as we continue to increase the time that we're doing this as we start ramping up ramping up ramping up a curious thing happens to where eventually we fall health takes a big time plunge let's let's put on top of that what I'll call performance it's going to be up to you to determine what performance is whether we're looking for aesthetics or whether we're looking for sporting performance and like I say the two aren't necessarily the same as we begin to train our performance obviously if we do it right it's going to follow a trajectory that looks like that yes my health is increased my performance is also increased either I'm putting on more muscle mass or in the case of a 93-year-old client that I had that means she can get out of in and out of her car without help that means she can even drive her frigging car to the club that means she can fall and get up and not break a hip so all of this this whole chart here is going to be determined upon you it's going to be n equals one all of us here we're born into this world with certain genetic gifts and limitations as well the key is to take those gifts and limitations and do the best you can with them so that you can then project a phenotype onto the environment that is the best that it can be so I don't necessarily compare myself to you or to you or to you I compare myself to me the best that I can be I can look to other people that have the same general genetic predispositions as I do is it give me an idea of where I can't go but I can't compete against them in that way so that's the first mindset thing that you have to get in here this is an internal an internal challenge but it's also what makes it a lifelong pursuit that's why I can have done this for oh god now 35 something years and still every time I go into the gym every time I touch a weight I can be jacked about it okay because I'm looking at it from a different point of view the workout itself is not an ends to a means to an end okay really I'm pretty much tapped out as far as what I'm going to do physically in fact right now I'm probably doing what I can to hang on but that doesn't matter I get a lot more out of the workout mentally spiritually even than just chasing numbers we'll get into that in a little bit so performance